Tuesday 28 September 2010

Questionnaire Feedback

What do people like and dislike about adverts and what makes for a memorable advert questionnaire


Why I chose a questionnaire?



Questionnaires can be done on a large scale therefore help to gather as much data as possible making them representative and reliable. The data can be gathered quickly so questionnaires aren’t very time consuming, Compared to other research methods such as an interview or observation. The answers gathered are objective and unbiased as the researchers view isn’t imposed. Questionnaires also allow you to ask open ended questions which generate qualitative data but also allow you to gather quantitative data. However, open-ended questions can gather large amounts of data that can take a long time to process and analyse. Negatively questionnaires are standardized so people may interpret the meaning of the questions differently, to help stop this I have specified what I mean. For example, I use a scale from 1-5, I explained which one was a high scoring and which one was low.

I used opportunity sampling because I gave the questionnaires to people that were available at the time. I used this method because its quick, convenient and goes well with questionnaires.

Analysis of answers

1. How old are you?
I gave the questionnaire out to 15 females because are target audience for our adverts are females. They ranged between 15-30 years of age. I thought age range would help to narrow our target audience down. For example one advert we’ll make is targeted at teenagers and another advert is targeted at 20-30 year olds. I asked eight 15-19 year olds, five 20-25 year olds and two 25-30 year olds.

2. Is one minute too long for an advert or do you prefer shorter adverts (30 seconds or under)?
Five out of eight of the 15-19 year olds felt that one minute was too long for an advert and would prefer shorter adverts. This means that when we do our own advert targeted at young adults it should be shorter than one minute. Four out of seven 20-30 year olds also said that one minute would be too long for an advert therefore for our advert targeted at older women we would keep it under one minute.

3. What type of adverts do you like?

Six out of eight 15-19 year olds preferred dramatised adverts in comparison to factual, testimonial and continuing storyline. For our own advert I think that an dramatically advert would be the best type to do so that our target audience finds it appealing. Three out of five 20-25 year olds said they also preferred dramatised adverts. Out of fifteen people only three said they preferred continuing storylines in their adverts. One person who was 25-30 liked factual adverts. Two people out of fifteen liked testimonials.

4. What Advert genre do you prefer?

Five out of eight 15-19 said that they preferred funny adverts and the others preferred serious adverts. Three out of seven 20-30 year olds said they liked romantic adverts. Two people liked serious adverts and two liked funny adverts. However overall five people said they liked serious adverts therefore one of our adverts will be serious and the other should be funny as people find these the most appealing genres.

5. Two things you dislike in adverts
Overall people said that they didn’t like long descriptions of the product, singing, no music, boring storylines, cheesy songs or dancing. Our advert doesn’t have any of these things however, I think we need to make sure that there is enough drama going on in our adverts to ensure our target audience don’t get bored.

6. Two things you like in adverts

Overall people said that they liked short colourful dramatisation adverts with slogans. People also liked having good looking people in the advert with music and maybe some comedy. I think that our adverts are going to be colourful as that matches our slogan, ‘ adds some colour into your life’. Furthermore, it will be short, have music and a catchy slogan.

7. Which of the following make an advert memorable and why? (Can circle more than one) .Also Label the above options from 1-5 on how memorable they make the advert. (1 being the least effective and 5 being the most effective)
I found that most people felt having famous people in the advert makes it more memorable because you associate them with the product whenever you see them. However in our advert we cant have famous people but we will use that concept for our perfume adverts. For example, in one advert she will be walking a runway giving the effect that after she sprays the perfume she’s so beautiful and confident she could be a model. Moreover, this theme will be incorporated into our radio advert too. Secondly, people felt music helped you to remember an advert because the song has an effect on the mood created. Then people felt that humour was effective when making adverts memorable because it makes the advert stand out or sometimes more original than others. Lastly people felt that jingles helped you to remember an advert because the tune gets in your head but I don’t think this would be appropriate for a perfume advert as it makes it look less sophisticated.

8.Name two things that make an advert memorable for you?

Overall people said that Catchy slogans, short adverts and famous people made the advert memorable. Also, I found that people found that if they liked the product they remembered it more. I think this would help to make our perfume advert memorable as most people like perfume therefore are more likely to remember our advert. One of the things that makes the product more memorable is showing the product a lot. In one of our adverts the perfume is shown a hand full of times, from the start of the advert its clear that it’s a perfume advert.
9.Do slogans help you to remember a product? And Write the slogans you remember

All 15 participants said that slogans helped them to remember adverts better. I got people to right some slogans that they remember so that I know that slogans do really help make an advert memorable. This also tests how honestly they answer the questions. Therefore for my own advert I think we should include a catchy slogan that people will find easy to remember.


10.Do you think short simple adverts are more effective than long storylines?
Ten out of fifteen people said that they found that shorter adverts are more effective than longer adverts. In conclusion our advert should be short so that it is memorable and effective.
What impact this has on our work
I think we should change the idea for our second advert as it doesnt seem to have alot of drama in it and i think our target audience would find it boring. For the new idea we could try to incorprate humour into the advert as alot of people said that they like humour and that it makes the advert memorable. However we could combine this genre with romance so that it appeals to our target audeince. This will also make our advert a bit different to normal perfume adverts. Moreover, in our second advert it would be good to again show the product throughout like we did on our first advert, not just at the end like most perfume adverts do. Both of our adverts will be short, have music, have a catchy slogan and be colourful.

No comments:

Post a Comment