Audience Analysis Project
we will need to partner up
-handed out sheet explaining project
Develop a Powerful PowerPoint Presentation
knowledge of our target audience
(+ look on LexisNexus, US Census)
include citations of information
Present Oct 30
1-page fact sheet
pretty, useful
=====
(Thursday we create a WordPress website)
we'll do a focus group
=====
LECTURE:
Keyword for audiences today is CHOICE, CHOICE, CHOICE.
Changes in the last thirty years:
- fewer channels to many in most every industry
- manny owners to fewer owners
general media to niche media
a national to global communication ###
So this means we should MATCH the right medium for the right message.
Studying Audiences:
Demographic and psychographic categories, survey research, focus group, etc. "Message Testing" and "Readership Levels"
Resources for audiences
NOP World Company
clickz.com
Neilson Media Research
Pewcenter
Psychographics
to gain incite into value systems
gathers info about lifestyles, activities, attitudes, motivations
then we took a personality test...
Survey research is a kind of descriptive research that measures, counts and otherwise quantitative describes public opinion or attitude on a topic or gathers demographic and lifestyle information.
SURVEY RESEARCH:
Define the group you want to study and drawing a sample.
Developing the list of questions you will ask in very specific form
###
we won't be doing Survey Research
FOCUS GROUPS
6-10 people gathered to focus in on a group discussion about a product, idea, program, etc.
for our project 4-6 people?
Tools:
Readability researchers use formulas to analyze messages by looking at the number of difficult words and long sentences. (Microsoft Word can do this!?)
"General Audience" reading level is usually sixth to eighth grade level
Message Testing means your verbal and visual images match and how they develop a product.
"Did you understand the content?"
Tuesday, October 23, 2012
Tuesday, October 9, 2012
The Merchants of Cool
We watched The Merchants of Cool
in class today.
we are to:
**Create Blog Entry AND Comment (critical analysis) on others on D2L**
My notes from this dated documentary:
“Disposable Income”
Focus Group with group of teen guys. He asks what’s hot right now.
Reasons? Guilt Money - Family Can’t Spend Time with you.
Marketers try to find an opinion leader / trendsetters. Can’t find it but they are “Cool Hunting”
Once corporate america finds cool and makes it an ad campaign..it basically kills that coolness.
Teens are like Africa and the nation of Disney and Viacom are coming for ya.
MTV barges into viewers’ homes...creepy.
“Mook” < Viacom’s Fictional Icon
risk taker, stupid, funny, stupid-funny
hits below the belt and reaches for the wallet
“Why Not” attitude < the downfall of media and sexual content
Feedback Loop
Media creates culture, Kids emulate culture,
Jugalopes
in class today.
we are to:
**Create Blog Entry AND Comment (critical analysis) on others on D2L**
My notes from this dated documentary:
“Disposable Income”
Focus Group with group of teen guys. He asks what’s hot right now.
Reasons? Guilt Money - Family Can’t Spend Time with you.
Marketers try to find an opinion leader / trendsetters. Can’t find it but they are “Cool Hunting”
Once corporate america finds cool and makes it an ad campaign..it basically kills that coolness.
Teens are like Africa and the nation of Disney and Viacom are coming for ya.
MTV barges into viewers’ homes...creepy.
“Mook” < Viacom’s Fictional Icon
risk taker, stupid, funny, stupid-funny
hits below the belt and reaches for the wallet
“Why Not” attitude < the downfall of media and sexual content
Feedback Loop
Media creates culture, Kids emulate culture,
Jugalopes
Thursday, September 27, 2012
Tuesday, September 25, 2012
Persuasion
Dr. Woodard has an upper respiratory sickness so she spoke softly...noticed that less than 1/2 the class was here, so we had a quiz.
Persuasion
What are our favorite commercials
ex. Doritos, ESPN, Alstate Mayhem,
What made them resinate? Humor
Humor is hard.
What makes you remember?
emotional connection, appealing? something that resinates with you
Hardee's Memphis burger commercial
Teacher: "I'm not the target audience..You guys who are all smiling are the target audience"
Movies
product placement
What surprised you about "The Persuaders"
"If it doesn't resinate with the audience, you're worthless"
Some terms
Attention the amt of mental effort that an individual invests to consider an idea or object
persuasive communicatoin is used to sell:
advertisiers - producers
Communication Campaigns:
designed to persuaded people to do something in response to a specific message
- usually targeted towards a particular segment of the media audience
- message needs to be placed where the targeted audience will see, read, hear or used varied media
- message must be presented frequently enough and contain information that will ultimately produce desired ###
Song (Airlines)
Used Demographic and psychographic information to create "Carrie"
What's wrong? "Very Narrow" "Their targeting a vacationer..not someone who can carry an airline." "Their target market wasn't gonna fly (enough)"
Ads that connect with the Spirit
- Family "were your seatbelt" commercial
Humor
- DORITOS!!
- E-Trade Baby
Ads that cause cognitive dissonance avoidance reaction
- Texting and driving. "Yeah"
"Click" I don't want to see their pain.
How do you get t he audience to change?
- ###
- Know them, analyze them culturally, economically, socially
Cognitive dissonance can work up to a point to where they'll start/quit the behavior.
Central & peripheral route to attitude change
source people who present the message - use expert or attractive sources
message what kind of message, humorous - sad
recipient - men women children channel - newspapers, billboards, internet, etc.
Secrets to Success
- Repeat the message
- Be clear with the message and simple
- How is the message framed?
- Induce the people to persuade themselves.
===
[man these notes are hard to take without my glasses]
Framing
###
Don't discout the audience
###
The more you understand your audience, the better you will be able to frame the story the way that will resinate with the audience
Media Scripts
+ Episodes are almost engrained to where they think the themes are reality. "It's a scary world out there"
Media and advertising frames
** Persuasion Exercise handed out in class **
storyboard
where would the see this message?
Persuasion
What are our favorite commercials
ex. Doritos, ESPN, Alstate Mayhem,
What made them resinate? Humor
Humor is hard.
What makes you remember?
emotional connection, appealing? something that resinates with you
Hardee's Memphis burger commercial
Teacher: "I'm not the target audience..You guys who are all smiling are the target audience"
Movies
product placement
What surprised you about "The Persuaders"
"If it doesn't resinate with the audience, you're worthless"
Some terms
Attention the amt of mental effort that an individual invests to consider an idea or object
persuasive communicatoin is used to sell:
advertisiers - producers
Communication Campaigns:
designed to persuaded people to do something in response to a specific message
- usually targeted towards a particular segment of the media audience
- message needs to be placed where the targeted audience will see, read, hear or used varied media
- message must be presented frequently enough and contain information that will ultimately produce desired ###
Song (Airlines)
Used Demographic and psychographic information to create "Carrie"
What's wrong? "Very Narrow" "Their targeting a vacationer..not someone who can carry an airline." "Their target market wasn't gonna fly (enough)"
Ads that connect with the Spirit
- Family "were your seatbelt" commercial
Humor
- DORITOS!!
- E-Trade Baby
Ads that cause cognitive dissonance avoidance reaction
- Texting and driving. "Yeah"
"Click" I don't want to see their pain.
How do you get t he audience to change?
- ###
- Know them, analyze them culturally, economically, socially
Cognitive dissonance can work up to a point to where they'll start/quit the behavior.
Central & peripheral route to attitude change
source people who present the message - use expert or attractive sources
message what kind of message, humorous - sad
recipient - men women children channel - newspapers, billboards, internet, etc.
Secrets to Success
- Repeat the message
- Be clear with the message and simple
- How is the message framed?
- Induce the people to persuade themselves.
===
[man these notes are hard to take without my glasses]
Framing
###
Don't discout the audience
###
The more you understand your audience, the better you will be able to frame the story the way that will resinate with the audience
Media Scripts
+ Episodes are almost engrained to where they think the themes are reality. "It's a scary world out there"
Media and advertising frames
** Persuasion Exercise handed out in class **
storyboard
where would the see this message?
Thursday, September 20, 2012
No Class Today
Hello: I am ill and have lost my voice. So I cannot lecture you. I know that you are very sad about this -- so am I. So read chapter 6 -- it will make us all feel better. I'll see you next Tuesday. You can also take this day to work on your Assault assignment if you haven't finished.
Dr. W
Dr. W
Tuesday, September 18, 2012
In Class Handout
** Read Framing Chapter (5) for Thursday**
She previewed our next assignment, group
In-Class Handout < Turn in to dropbox
- Find Images
- Make it readable
- Headlines & Subheads
less than 500 words
Tuesday, September 11, 2012
The Persuaders
**Read Persuasion Chapter in Book**
Watched "The Persuaders" in class, a PBS special?
Frontline Special with Douglas R.
"You cannot walk down the street without being bombarded [by advertising]"
Making Clutter? "Break through the clutter"
Consumers Develop immunities (like sprayed bugs)
Investigate: Song
an airline marketing plan, shaped a new brand for their old company (Delta?)
Song did focus groups and found a need for "Carrie"
"We want to create a movement"
Their ad campaign did not carry the message that connected to the audience brought by Spade.
Advertising when from what a product "DID" to what a product "MEANT"
"Polaroid isn't a camera...It's a social lubricant."
Nike: What pushes a person from a mere fan to a follower.
people "need to belong, and make meaning"
Psudo-Spiritual Advertising
Robert, of Satchi & Satchi, dubbed a title "Love Marks"
30 second commercials not cutting it??
So incorporate the brands into the content!!
If I were Starbucks, could you imagine what it would have done if the TV show Friends was housed in a Starbucks
America is willing to consume crap.
If you can tell it was advertising, then it didn't work.
You can't talk about brand. It needs to feel natural.
It's still ... Product Placement.
BMW films: entertaining, seamless
American Express webisodes.
====
How do you Connect the people to the website you design?
RESPONSE on D2L:
Write it like a blog entry (250 words) put in D2L dropbox
Reaction to this documentary
- Entertainment & Advertisement
====
Mr. RaPillie goes for a more psychological approach to advertising.
People have no idea why they buy what the buy..but they make up something to justify it.
Hummers in Manhattan?!
People buy with their cortex, Give them a chance. Give them a break (oh we did a good job)
Had people write words that they associate with "Luxury"
Technique of Listening
Head to the public..
What is the language, facts, to make American's say: It's okay.
What words will best sell an issue?
"I am much more interested in How you feel and how you think."
Virtual Class Thursday (D2L)
- Blog assigment (see above)
- Read Lecture
- Do Design / Editing / Exercise
Watched "The Persuaders" in class, a PBS special?
Frontline Special with Douglas R.
"You cannot walk down the street without being bombarded [by advertising]"
Making Clutter? "Break through the clutter"
Consumers Develop immunities (like sprayed bugs)
Investigate: Song
an airline marketing plan, shaped a new brand for their old company (Delta?)
Song did focus groups and found a need for "Carrie"
"We want to create a movement"
Their ad campaign did not carry the message that connected to the audience brought by Spade.
Advertising when from what a product "DID" to what a product "MEANT"
"Polaroid isn't a camera...It's a social lubricant."
Nike: What pushes a person from a mere fan to a follower.
people "need to belong, and make meaning"
Psudo-Spiritual Advertising
Robert, of Satchi & Satchi, dubbed a title "Love Marks"
30 second commercials not cutting it??
So incorporate the brands into the content!!
If I were Starbucks, could you imagine what it would have done if the TV show Friends was housed in a Starbucks
America is willing to consume crap.
If you can tell it was advertising, then it didn't work.
You can't talk about brand. It needs to feel natural.
It's still ... Product Placement.
BMW films: entertaining, seamless
American Express webisodes.
====
How do you Connect the people to the website you design?
RESPONSE on D2L:
Write it like a blog entry (250 words) put in D2L dropbox
Reaction to this documentary
- Entertainment & Advertisement
====
Mr. RaPillie goes for a more psychological approach to advertising.
People have no idea why they buy what the buy..but they make up something to justify it.
Hummers in Manhattan?!
People buy with their cortex, Give them a chance. Give them a break (oh we did a good job)
Had people write words that they associate with "Luxury"
Technique of Listening
Head to the public..
What is the language, facts, to make American's say: It's okay.
What words will best sell an issue?
"I am much more interested in How you feel and how you think."
Virtual Class Thursday (D2L)
- Blog assigment (see above)
- Read Lecture
- Do Design / Editing / Exercise
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