3. Questionaries'
Some Questions
How easy would it be to change your behaviour towards buying dvd’s and going to the cinema?
• Easy
• Hard
• Very Easy
• Very Hard
• Don’t Know
What platform are you more likely
to watch an advert on. TV, Online, ect?
• TV
• Ipad/Tablet
• Cinema
• Other:
16. Budget Research
Budget
• Camera - £70
• Tripod - £15
• Boom Mic - £20
• Camera Man - £375
• Location - £100
• Editing - £60
• Actor - £75
• Travel- £10 at most
• Contingency 10%
Total Production £797.50
Slide 2
Hello Guys, my name is Brookemorgan Henry-Rennie and I am the director that took on producing your ‘Anti piracy Campaign’ Product, that I were given a brief on. Which is on the table in front of you. I am just going to recap on the brief to refresh everyone’s mind. So the brief states:. To create an Anti piracy ad 30 secs long for a target audience of 18-30. The first thing I thought was vital to do was research. I have conducted Audience, market and production research that has informed my creative decisions for the anti piracy ad. This was important to know what my target audience wanted to see and how I could make an impact via visuals and audio.
Slide 3
The first type of research I did was the questionnaire which was a mixture between qualitative and quantitative results. I began handing out my questionaries’ in a sixth form where loads of young people were happy to take part. I also wanted to find out how to affect the target audiences surrounding my focus target audience. Audience research allows me to get an insight into my audience so that I can directly appeal to them. It was important to question people within the target audience age group so that the data was valuable. I found this very helpful, to have first hand opinions of how people saw adverts and anti piracy. The down side of this was my research pull was limited. Here are a few questions from my questionnaire. READ THEM OFF THE BOARD.
My first question: How easy would it be to change your behaviour towards buying dvd’s and going to the cinema? 44% said it would be hard, 15% said it would be easy, 5% said it would be very hard, 17% said it would be very easy, and 19% said they didn’t know. These results inform me that is need to really show my target audience that it is really uncool and an absurd thing to do. As a result of these results, my team and I have come up with an idea to use a youthful male vocal for the voice over; with a south London dialect. As we thought it may subliminally emit an element of peer pressure.
The results for my second question: What platform are you more likely to watch an advert on. TV, Online, ect? 50% said ipad of tablet, 25% said tv,11% said Cinema, 14% said Other. This tell me that although my advert is for tv’s I will target a channel that has an on demand platform so it will get on to viewers that use their tablets/ipads to watch tv on.
Slide 4
In the third example question I have is: What age are you? 25% were age 12-18, 25% were 31-49 and 50% were 19-30. The reason I gave the questionaries’ to half of my target audience and the other half to other target audience to try and get as many opinions of other target audiences too, in attempt to she if the window to change behaviour was narrow enough to effect all the ages listed.
My final example question: What elements make an advert effective to you? Because this was an open-end question I didn’t have a percentage for the answers I got. But what I did find was a lot of people said they didn’t know, another common answer was emotional aspects and the third common answer was narrative associated aspects. These results show me that there needs to be a narrative with an emotional aspect.
Slide 5
I conducted my vox pops by working with my colleges to compile 5 questions that would allow me to extract as much information as possible for my research. This was a form of primary research. The good things about my vox pop is I can catch people in their natural states and they often tend to be very honest and open with their opinions. It is also a quick way to get multiple responses, which can be turnt into statistics. The disadvantage of doing a vox pop could be rushed and as a result of this the vox pop may not catch the real intent of what the person is trying to say. ASK THEM: WOULD YOU LIKE TO WATCH THE VOX POPWhat did the results of the 5 questions I asked tell me? Question 1, they all knew the definition of anti-piracy. Question 2, they respond to funny, meaningful and video game related adverts. And a couple of them said they do not respond to adverts at all because they find them boring. Question 3, they all admitted to pirated online as they were students and didn’t have money to spend taking out movie fixed term contracts. They also said they didn’t have money to spend on going to the cinema. Question 4, pop, instrumentals, house. Question 5, they watch tv in the evenings, from 6-12 roughly, some of them didn’t watch tv in the week as they done their work on week day evenings and watched tv on the weekends.
Slide 6
Another form of primary research I conducted was a focus group. (SAY WOULD YOU LIKE TO WATCH IT? OK I’LL JUST TELL YOU WHAT IT WAS ABOUT.) For this I picked a small group of 4 students that attended a sixth form. I sat down placed the camera in one spot pressed record and asked them about 4-5 questions roughly. The benefits of . What I learnt from their answers was; they knew about ways that media could be pirated, they hadn’t seen any impacting anti piracy ads and thinks nothing can really stop it, on the other hand the only advert that did stick in their minds was the ‘Piracy it’s a crime’ ad. In terms of colours they said reds so show its not good, heavy music to put pirating in a negative light. Another person said go the complete opposite way because all of the piracy ads so far have been like this, and it hasn’t worked. They didn’t know whether piracy was affecting the big film industry but the smaller parts of the industry they said it was definitely impacting. From these questions I have found out that in terms of a visual aspect of the ad I could go either way but I think that we should show the main actors behaviour in a bad light but the voiceovers should be shown in a neutral light to give viewers the option of what they want to do. In terms of continue pirating or make a change. Maybe in the ad I can show that it affects the film industry with statistics.
Slide 7
So in section I have learnt a lot about my target audience, I’ve learnt the percentages that actually watch TV, I’ve learnt that I will be using an element of subliminally peer pressure. I learnt that my target audience is most affected by emotionally narrative lead adverts. So my decisions for the advert will be based on this qualitative and quantitative research. I find I could have made the research more reliable by expand the research pool.
Slide 9
For the Competitor analysis I had to look at pre-existing anti piracy ads. I saw how different factors were used in attempt to make a dent in the numbers that pirate. I looked at ‘It’s a Crime,’ ‘Anti-Piracy Awareness by Arnold Schwarzenegger & Jackie Chan’ and ‘Moments Worth Paying For’ The first ad used the scare factor, which I found was effective for the younger audiences (5- 14). The second ad used an element of humour with celebrity endorsement. This affected the younger audience again. The final ad used a comedic element and may take an older audience to understand the humour so that would ultimately affect the older audience. An advantage of doing this was that it gave me an insight on what has already been done in terms of anti piracy adverts and elements have been used in attempt to impact the amount of people that pirate. It was also good because it showed me what wasn’t effective and what I shouldn’t do. A disadvantage of doing this was the amount of anti piracy ads I research. I could have done more.
Slide 13
There were various different planning documents I had to do before I started to proceed with filming. They were as follows; props & costume, a treatment, a location, a risk assessment, a shooting schedule and the budget. These documents contained any props I would need when shooting and how I planned to get them. The costumes the actors were going to be in and how they were to be obtained. Another set of paper word that had to be produced was my 3 initial ideas, this included my ideas for the advert. A treatment, which includes the dates of drafts and legal agreements between the company and you guys. The permission grated for use of location. Maps and pictures of the location. The risk assessment that was a list of risks that could create a problem when shooting, also prevention methods that we should take when shooting and editing. A time and places of the shooting is what is included in the shooting schedule. And the next document was the budget, which included prices of the things were needed in the shoot and after the shoot. The benefits of these documents is are that it puts all of the work into a physical and visual perspective. A disadvantage of these documents is that it could be quite a lot to carry around and things could go missing. Production research is important as it ensures that production can occur effectively in an organised fashion, which means it is ultimately cost effective too. Just to go a little more in depth about my location. I am going to be shooting in the Streatham Odeon foyer and in the streets of Streatham for fillers. In terms of getting permission to shoot in the Streatham Odeon I have emailed the manger and she has granted me access to the building. In the foyer there will be low light but that will be fine for me as I am trying to portray the act of pirating in a negative light, which is what my target audience said I should do. The fillers are going to be in natural lighting, and we’ll be shooting in the daytime
Slide 14
To get a budget I had to do some secondary research. For this I went online and looked at hiring prices of equipment such as; a camera, a tripod and a boom mic. I worked out what prices were going to be the best value for the quality of the products. I looked at hiring services i.e editing services and a cameraman and actors. I also looked at hiring out a space and the last thing I had to incorporate was the travel expense. From the research I found that prices range of a large scale, where cameras are £20-£200 a day depending on the functions of the camera. Likewise with the services, depending on how good editors was and how much experience they had they varied in prices. So I chose an editor that I thought would o the best job at the anti piracy ad. I chose what I thought was necessary to shoot and produce the best anti piracy ad possible. After considering all of those factors here is a list of what I need to shoot and produce the best anti piracy ad possible and here is the final budget.
As you can see the budget total is £797.50, I am now going to break that down. The camera is £70 a day; I play to shoot for one day. The tripod is £15per day once again all the shoot equipment will only be used for one day. The boom mic is £20 per day; I’ll only need it for one day. The cameraman is £375 for 8 hours, which is more than enough for the shoot. I plan to get the main action then get some fillers of the main actor walking and other things in the surrounding area. The location is £100 per hour and an hour is all the time we need to shoot the quick action and some fillers. The editing comes up to £60 that is for 4 hours of editing, with the rate being £15 an hour. I have decided to get two hours in the early stages of editing and two hours when the product is finishing up. Our in house editors will do all the additional editing in our head quarters. An actor’s hourly rate was £75, we’ll only be needing the actor for an hour. Travel will be £10 at the most as the majority of our cast has cars and we are only funding one person who has to use public transport for one day of traveling. And last but not least there is always a 10% contingency fee.
Slide 15
There were various different planning documents I had to do before I started to proceed with filming. They were as follows; props & costume, a treatment, a location, a risk assessment, a shooting schedule and the budget. These documents contained any props I would need when shooting and how I planned to get them. The costumes the actors were going to be in and how they were to be obtained. A treatment which includes the dates of drafts and legal agreements between the company and you guys. The permission grated for use of location. Maps and pictures of the location. The risk assessment that was a list of risks that could create a problem when shooting, also prevention methods that we should take when shooting and editing. A time and places of the shooting is what is included in the shooting schedule. And the next document was the budget, which included prices of the things were needed in the shoot and after the shoot.
To get a budget I had to do some secondary research. For this I went online and looked at hiring prices of equipment such as; a camera, a tripod and a boom mic. I worked out what prices were going to be the best value for the quality of the products. I looked at hiring services i.e editing services and a cameraman and actors. I also looked at hiring out a space and the last thing I had to incorporate was the travel expenses. From the research I found that prices range of a large scale, where cameras are £20-£200 a day depending on the functions of the camera. Likewise with the services, depending on how good editors was and how much experience they had they varied in prices. So I chose an editor that I thought would o the best job at the anti piracy ad. I chose what I thought was necessary to shoot and produce the best anti piracy ad possible. After considering all of those factors here is a list of what I need to shoot and produce the best anti piracy ad possible and here is the final budget.
Slide 17
Thank you for taking the timeout to review the qualitative, and quantitative data and see how the anti piracy ad campaign project is going, I hope you enjoyed it even though it was very in-depth. If you happen to have any other ideas please do not hesitate to email us and we’ll surely get back to you and take your suggestions on board. I just wanted to know if you had any questions? If not please enjoy refreshments at the back.
