Locations

These are the locations for my sponsorship adverts; this is the fridge that I will be using when the protagonist reaches in to the fridge and then the kitchen will be used in the background. 

Actors

Jessica Mockler:

I have chosen Jess to feature in both of my sponsorship adverts as the protagonist. The main reason that I have chosen Jess as my actress is because I feel she reflects my target audience, as she looks like a stereotypical girl, aged between 18-20 which. When I analysed my survey results most of the feedback I received was from girls similar to Jess.

Callum Carroll:

Callum will be featuring in my second main advert, starring as the protagonist. Similarly to Jess, Callum reflects my target audience, appearing to be around 18-20 (my target audience). I've also chosen Callum as he is very confident and I believe he is very suitable for my advert.

Cindy Sidhu:

Cindy will be the protagonist (owner of the house) in my main televsion advert. One reason in particular for choosing Cindy was because I wanted to show a range of different ethnicites as white and asian people answered the majority of the questions on my survey saying that they would drink alcopops. Cindy also reflects my target audience, as she's 18 and appears to be a stereotypical girl.

Plans for Radio Advert

Now that I have made a practice for my radio advert I have realised that there are some things I would like to change. The conversation at the beginning of the advert isn't working very well and I don't believe it sounds like a realistic, therefore I am thinking of changing this part of the advert. However I think that the ending of the advert where the spokeswoman talks sounds very good in the advert, the woman speaking and the end of her speech is also included in my other adverts which is recognisable to the listeners/viewers and links all of my adverts together.

Radio Advert Practice

Where I'm Currently At

I have just finished all of my animatic adverts and have creates my shooting schedule which means that all I have left to do before I start filming is plan the last few details of my adverts. Creating my animatics will help me when it comes to editing my actual adverts and the film footage from them. 

Main Advert Animatic 2

Main Advert Animatic 1

Sponsorship Animatic 2

Sponsorship Animatic 1

Filming Schedule

What I'm Sponsoring

I have been thinking about televison shows that my drink could sponsor. I think that it's important that it's a show aimed at late teens-early/mid twenties as this is the target audience for 'Waikiki'. I narrowed my two final choices down to 'The Only Way is Essex' and 'Geordie Shore' which both have a very similar target audience as my product and are both aimed at mainly middle class women. 

I finally decided that I would choose 'Geordie Shore' for my sponsorship adverts as 'Waikiki' and 'Geordie Shore' both promote similar messages about going out and having fun. The main reason that I chose 'Geordie Shore' over 'TOWIE' is that it is aimed more towards 18-25's whereas 'TOWIE' has a more diverse age range. Furthermore, 'Geordie Shore' is always on after the 9 o clock watershed which is when the adverts for 'Waikiki' would have to be shown. 

Radio Advert

Last week I started to record some sound footage for my radio advert to see what it would sound like all put together, this has really helped me gain a better understanding of what my actual advert will sound like. I think that I will keep the same dialouge or only change it slightly, the sound effects were very successful as I have similar sounds in one of my sponsorship adverts and the theme of the radio advert links in with all of my other adverts so hopefully there won't be much to change when it comes to filming my final radio advert.

Beginning my Animatic

Recently I've started creating my animatic. When I first started making it I wasn't very confiedent when using Adobe Premiere Pro as I had only used it once last year and I had a lot of help when I had to make an animatic last year. Now that I have created my first animatic for my sponsorship advert I am much more confident and am excited to start making my other animatics.

I have also recorded the practice recordings for my radio advert and for the ending of each of my adverts so that I can include it in my animatics. Now that I have learned how to make an animatic I am much more confident to edit my actual film when the time comes, before I film I need to finish my animatics and make a shooting schedule and then finish some of the final details of my planning.

Radio Advert Ideas

I've come up with the final idea for my radio advert, I decided that it would be good to have a voice over speaking along with some dialogue from a character. 

First ideas for my script-

Sound effects of the lid of Waikiki opening,

Diagetic sound of drink,
A girl says 'wow! what is this drink?
I'ts called Waikiki!
Wow! it tastes amazing!
VOICE OVER-
Waikiki. Available in 3 flavors, must be 18 and over, drink responsibly'

                                              

Radio Advert Ideas

These are my ideas for my radio advert; I have been finding it really hard to come up with ideas that link with my other adverts. I've tried to come up with a range of ideas for my advert, such as words to do with my product and the messages that it sends. I have an idea of what I would like my advert to be, however I'm not sure of the script or which type of advert to do.

I need to decide whether to do an advert as a conversation between two people or somebody directly speaking to the audience about the product. I've come up with the idea of having some sound effects of people drinking 'Waikiki' or the noises of the lid opening and the bottle be putting down as this is quite similar to some of the radio adverts for drinks that  previously looked at for my research. 

Linking to the slogan and the name is something that I think will be important for my radio advert so that it's clear that the product links to the name and slogan. The next step for planning this advert, writing a script and looking for music to include in the advert. 

New Ideas for Sponsorship Sequence

Last week we pitched our ideas, describing our product and what the message/meaning was and then explaining our story boards. Some of the feedback that I received was that my sponsorship ads were quite confusing and too long and that they should be a lot more simple so I have been coming up with some new ideas for my sponsorship sequence. I don't want to change the ads completely but I think that making them simpler and shorter will be a lot easier for both myself and for the viewers once the ads have been made. 

This is my initial idea that I want to work from, the idea that when the lid is removed from the drink it transports you to a party. To link in with my other ads I think it would be a nice idea if the party was to be the same as my two main adverts, however I will just film it at different camera shots and angles so it's not to look too similar. This advert still includes the protagonist opening the fridge and getting the drink out, however it's just a lot more simple and it's shorter, therefore I will be developing these ideas and then creating new story boards for my sponsorship ads.

These are my final storyboards for my sponsorship sequence.

Logo Designs

I have been coming up with a few ideas for my logo, and have decided to have something similar to this as my final logo, which will be on the bottles of 'Waikiki'. I think that this is an appropriate logo because it incorporates the theme of my drink, the sea relates to the name as 'Waikiki' is a tropical island, and the beach makes the logo bright, colourful and something that is original. I also wanted to include the flavours so in the beach there will be a strawberry, lemon and a cherry. I want the font to be large so that it stands out and I also want it to link in with the name and target audience so having a feminine font like this allows it to appeal to women, whilst linking in with the theme.

Story Boards

These are my story boards for my two TV adverts and my sponsorship sequence.

This is the story board for one of my main adverts. It depicts a young man of around 18 sitting at home alone on his bed looking bored, this will be filmed at a high angle shot so we can see his whole surroundings. The camera will then cut to a mid/long shot filmed at eye level where he will then pick up the drink 'Waikiki' and take a sip, the camera will then pan left, marginalising the boy. He will then imagine being at a party, which will be the same party used in my other main advert and my sponsorship advert which links all of the ads together. The camera will then zoom in to a long shot and focus on his imagination of being at a party. The camera will then zoom in again to a mid shot of the protagonist dancing but holding 'Waikiki', the boy then takes a sip and the camera will then zoom back out to the boy sitting on the bed in real life. The boy is now smiling and looking excited, which contrasts with his facial expression in the opening few shots. The protagonist then gets up and walks out of his door, the camera cuts to the boy walking out of his house, and then cuts again to a low angle shot of him walking along the street. There's then a shot of the house where the party is going on, the camera then cuts to a long shot of the protagonist at the party having a good time. The camera zooms in to a mid shot of the protagonist holding 'Waikiki'. The screen then cuts to a close up of 'Waikiki' on its own, which will be the same for all of the adverts, which will then have the slogan 'Try a taste of sunshine' written on screen next to the drink.

This is the first half of my sponsorship sequence. Beginning with a long shot of the female protagonist aged around 18-20, walking into her flat and struggling with bags which she then throws on to a sofa. She then walks into the kitchen; the camera cuts to a long shot filmed from behind the protagonist of her opening the fridge. The camera cuts to as if it is filmed from inside the fridge showing the protagonist smiling whilst looking into the fridge. The camera then cuts again to a shot of some 'Waikiki' on a shelf in the fridge, the protagonists hand then reaches into the fridge and gets one out. The camera cuts to the protagonist drinking some of the drink, she then puts it down on the table and messages her friends. This advert should be around 17 seconds.

This is the second half of my sponsorship sequence which carries on from my previous advert. It begins with a long shot of the protagonist who is now joined by 3 friends dancing in her flat which before looked dull and boring which now looks bright and colourful which will be created by different lighting, the girls are dancing and each holding a bottle of 'Waikiki'. This then cuts to a close up of the protagonist drinking some 'Waikiki', followed by a cut to a mid shot of two of her friends also holding 'Waikiki' dancing and having a good time. The screen then cuts to an image of a bottle of 'Waikiki' on its own, at a close up with the slogan 'Try a taste of sunshine' written next to the drink.

 This is the story board for my other main advert which I have posted in a previous blog post before explaining how I made it. The advert begins with an establishing shot of the house, this will be the same house that features in my other TV advert which means that the adverts are linked in a way. This then cuts to a long, high angle shot of lots of young people at a party. There's then a cut to a mid shot of a boy looking bored, holding a plain bottle of beer. This then cuts to another mid shot of two people, a boy and a girl also looking bored with quite light but dull lighting. There is then another long, high angle shot to depict the people at the party, not having a very good time as they are all looking bored and the lighting is quite dreary and the setting looks fairly plain. There is then a cut to a close up of somebody pressing the doorbell on the front door, followed by the diagetic sound of the doorbell which then carries on in to the next shot. There's a long shot of a group of people at the party looking very excited and happy, one girl who we can guess is the owner of the house, then followed by the other group of people walk towards the front door. This then cuts to a shot of the group looking very happy and excited, this is filmed from outside at a point of view shot from the guest who has just arrived. This is followed by a cut from another point of view shot, this time from the guests already inside and we see a young girl, aged around 18/19 holding a colourful crate of 'Waikiki'. The camera then cuts to another high angle, long shot of the people at the party, now having a good time, we can tell that this is later on at the party as there is darker lighting, however there will also be some flashing disco lights to make the setting more vibrant and fun, people are now looking very happy and excited, dancing, many people holding bottles of 'Waikiki'. There's then a low angle shot of a girl at the party, which then zooms in to her whilst she is drinking some 'Waikiki', this goes in to a close up of her smiling looking happy whilst drinking. This cuts to her putting the drink down on a table next to her, which then cuts to a screen with only 'Waikiki' on. With the slogan, 'Try a taste of sunshine' next to it, with a close up of the drink.

Actors

MAIN ADVERT-

Main character in TV advert (girl who arrives at door with 'Waikiki': Cindy Sidhu

I have chosen Cindy to be the main character in my advert because I wanted to use a range of different ethnicity's in each of my adverts and as Cindy is Indian this means my product appeals to a wide variety of people. My questionnaire results displayed that a variety of people all different ethnicity's said that they would drink my drink, therefore I think that it's important my product appeals to a variety of people. I think that the main character is a girl as my drink is mainly targeted at girls. 

Girl who's party it is: Melissa Kerrison

I believe that Melissa is the best choice for the girl who's party it is. Although she doesn't have a large role in the advert it will be clear that it's her party as she will be answering the door when Cindy comes in. The reason I have chosen Melissa is because she looks like a stereotypical teenage/ young adult which is who the target audience is and it also adds to the realism of my advert. Similar to Cindy, I think that this character should be played be a girl, as although my drink is targeted at both genders it will mainly be appealing to girls and the majority of people who answered my survey saying that they would drink my drink are girls, similar to most alcopops.

Girl drinking 'Waikiki' at the end of the advert: Beth Holland

I have chosen Beth to be the other main character in the advert for very similar reasons as my other two characters. My drink is mainly targeted at females, therefore in order to give the message that it is mainly aimed at females I think it's important that the advert is mainly focused on a girl drinking the drink. Another reason I have chosen Beth is because she does look like a stereotypical young girl; I also think it's important that my adverts fit in with the codes and conventions and one of those is that people in adverts are usually attractive in order to appeal to viewers. Not only does an attractive female drinking my product attract girls but it also attracts boys by giving the message that attractive women consume the drink.

SPONSORSHIP ADVERTS

Protagonist: Beth Eley

Beth is going to be the protagonist in my both of my sponsorship adverts and she will be the only person in the first advert. Beth suits the target audience as she looks like shes in her late teens/early 20's which is who the drink is targeted at. Additionally  Beth is female which promotes the message that 'Waikiki' is targeted at mainly females. 

Storyboard for Main Advert

This is my first story board for my main advert. I started by writing out the shot list and then drew the different shots into each box in order of where they will be in the advert. I found story boarding a lot easier than I did last year because I have already done it once before so I already knew how to do it. This story board is the first story board for my adverts so I will still need to make two more for my sponsorship adverts and this story board may need to have some changes made to it. 

Final Name and Slogan Ideas

Now that I am coming to the end of my initial research I think it's important that I make the final decisions on my name and slogan so that I can start making the shot list and my story board. I've decided not to have only citrus flavored drinks as I think this narrows the target audience down and isn't something particularly necessary. I've decided that the flavors will be strawberry, lemon and cherry.

 I've decided on these 3 flavors as each of them tastes very different which means each drink will appeal to different people. I've chosen my final name to be 'Wakiki' as this relates to the fruits and can also be linked to the design of the bottle as it will be tropical; the message that the adverts are going to be giving is that the drink is an escape, something which people can drink to get away from their reality and make themselves feel better- which is similar to 'Waikiki' the place. Furthermore, this is a very catchy name and would definitely be remembered.

The main thing that I have struggled to make a decision on is the slogan, however I believe that my final decision does relate to the name and the message that the adverts will be giving. "Try a taste of sunshine" is catchy and memorable, it links to the name as it's named after a Hawaiian island, it also links in to the message as 'sunshine' has connotations of happiness and summer, which also links in with the fruity flavors.

Each drink will have their own separate name depending on the flavor, 'Strawberry Sunshine'. This is the main drink from the selection and will be the main drink featured in the adverts; the use of 'sunshine' in the name links back to the slogan, therefore it's more memorable and recognisable. 

The second drink is 'Lemon Twist', the word 'twist' makes it sound very different, as the 'twist' to a normal lemon drink is that it's alcoholic, from my research I found out that they are hardly any lemon based alcoholic drinks, therefore this means it's different to most other alcopops.

The third and final drink is called 'Cherry Bay'- the name links to the idea of the name 'Waikiki' being a tropical island, 'bay' presents the drink to be very summery and has calm, relaxed connotations.

Planning Slogans and Ideas

These were some of my very first ideas. I thought that by making a brainstorm of all of the ideas that I had so far and then developing them I would be able to start making some plans for my product. I want my drink to be fruity so that the advert and the packaging of the product as this is how most alcopops are presented. Furthermore I have started brainstorming some names and slogan ideas, which I have further developed along with my developments on the actual adverts themselves.

These are my slogan ideas so far, coming up with slogans is one of the hardest things I have had to do so far as the slogan will need to relate to the product, the name and the adverts. I have the idea of all of my drinks being citrus flavors and then basing each of the drinks on this. On one hand I think that this is a good idea as it can be highlighted in the adverts and it shows how each drink is similar to the others; additionally there isn't any other alcohol or alcopop brand that only sells citrus flavor drinks. However, this would mean that I would be limiting myself when it comes to the adverts and as I haven't done any audience research on this it's unclear whether or not a citrus flavored drink range would be a good idea. This also stops some of my slogan and name ideas as the name would have to be something to do with the citrus flavor and focus on this. 

 These are some ideas for my adverts. In the first image I had started to come up with some ideas and plan some details of what would be happening, these are my developments and my final ideas. In a previous post I have explained the final ideas for my advert, however these are some of the things I still need to work on. I still need to decide on a name, slogan and logo that all relate to each other. I will also need to develop my ideas further and start planning the setting and the actors that will need to be involved in each advert.

Advert Ideas

My first idea for my advert is set at a party.
- Somebody drinks the drink which then causes them to daydream that they are at a party. It then cuts to the person back at home with a sad look on their face, they then put the drink down and go to the party where they previously dreamed they wanted to be.

Another idea that I have had is also set at a party; loads of young people are at a house party and they aren't having a very good time , there's then a diagetic sound of a doorbell ringing which someone at the party goes and answers. The door then pens to somebody holding a crate of the drink, which then brightens up the party and everyone has a good time. There's then a close up of someone holding/drinking the drink.


Sponsorship Ideas-
someone comes home from work/school one day looking quite tired and bored, they then open the fridge and smiles once they've seen the drink. The next part of the advert (second half of the sponsorship) they pick up the drink and take a sip. They then text their friends, 'girls, we're going out tonight'.

These ideas aren't final at the moment and will need to be developed as I'm not sure what the characters will look like or what gender they will be. The adverts will all be linked together either with the same characters or the same settings. The next thing I need to do is start planning name and slogan ideas so that I can gain a better idea of what I will need to include in my adverts.

Initial ideas.. What I've Learned From My Research

From my research I believe I have successfully learned the codes and conventions of advertising, particularly for advertising alcohol. Furthermore, the research that I have completed on the restrictions of advertising alcohol and the rules that need to be followed has allowed me to understand which themes and ideas I will be appropriate for my advert. The adverts which I believe will be most similar to my own adverts are those for 'WKD' and 'Smirnoff Ice' as these drinks are very similar to mine, with a similar target audience, therefore the light hearted, slightly comical themes may be included in to my adverts. Furthermore, from watching a variety of adverts I have learned that most ads present the iea that the product being advertised is necessary and will bring joy to the person once received. For example, most adverts for food and drink or clothes present the message that the protagonist in the advert, and therefore the target audience as well will be happier and better off with the product. I would like to incorporate this message within each of my adverts as its a very common convention that makes advertising more persuasive. 


I have recently been planning and thinking of some ideas for my adverts. 

As my drink is alcoholic and aimed at quite a young target audience, i think that most of my adverts should be set at a house party as this is a typical setting for students partying as it's cheap which is similar to the drink itself. Furthermore I have chosen to have people around the ages of 18-23 as this is my main target audience. To make sure that all of the adverts are clearly recognised to be advertising the same product, I think that the setting for each advert should be very similar or even the same place as its important that there's something recognisable in each of my adverts. Although my drink is targeted at both genders, mainly females answered my survey to say that they did drink alcohol and alcopops, therefore the majority of actors in my advert will be female. 

Questionnaire Analysis

What are your favourite brands or types of alcohol?

rodgers rum ! WKD, Carribean Twist, Disaronno smirnoff ice carribean twist Tesco value vodka Glens Voddy jack daniels and disaronno wine Malibu, Smirnoff vodka, apple sourz tequila, vodka, rum absolute voddy WKD Glens, smirnoff ice beer and rum rum, wine Kopparburg Presecco fizzy wine, tequila glens wkd, Caribbean twist Budweiser Beer brandy echo falls wine tesco value voda/fake sours. Vodka, beer wkd Disaronno fosters beer ! Brandy smirnoff, absolute vodka, malibu corona yellow tail wine apple sourz, vodka, smirnoff Blue Moon / Wheat Beers smirnoff ice WKD, Smirnoff Ice beer grey goose vod classy lady !! Tia Maria none favourite type is wine disaronno  Smirnoff Wine, vodka, tequila WKD is my super super fav!!  lol Vodka, beer, cider ice tea smirnoff vodka, tequila Belvedere vodka Smirnoff Vodka smirno0ff ice, coca cola, WKD amaretto and smirnoff ice Disaronno x fosters ! smirnoff morgans spiced rum echo falls, dont mind if i do GINNY Tequila  beer, fosters, beer, rum, whisky, vodka Sourz WKD, beer glens vodka Rose Wine grey goose alcopops morgans cider whisky smirnoff, wkd Rum, Whiskey Jamaican rum Smirnoff jack daniels rum

Here's the results of people's favourite brands and types of alcohol. As expected I recieved a very large variety of answers for this question and there isn't really one type of drink or brand in particular that stands out as being the most popular. Therefore suggesting that the type of alcohol that I advertise isn't too important and wont really affect the success of my advert. One piece of information I have learned is that my product will need to appeal to a vast audience as my results are so diverse I will need to advertise something which a large number of people like.

What qualities would you look for when purchasing alcohol?

the strength of the alcohol taste and something I have tried before cheap and exciting packaging that's eye catching and interesting. colour Good quality hops, flavour, colour... the price gotta be bare cheaaaaap flavour and cheapness High alcohol percentage the taste and usually something quite cheap Price, quality of the alcohol, quality of branding/marketing cheap, something I have tried before price nice taste, something that I've tried before alcohol dunno bottle shape. weird i know! quality flavour cheap the price is important as I'm at uni and therefore usually buy cheap drinks. The brand is also important as it means you can trust the drink. I also look for the strength of the drink. the price and the deisgn price, cheap. taste cheapness I don't drink alcoholexpensive percentage and price The percentagegood quality Price and percentage i dont drink alcohol the price and the quality strong but quite cheap the smell and taste.. not too strong interesting bottle price, brand, bottle cheap and popular high percentages ;)i like to look at the colour as it makes sippin on it more interesting! i aloso tend to buy de alcopop on the bottle shape and quirkyness ;-) im quite quirky mys3elf so it makes a go0od match!! something fruity and sweet percentage price brand taste reviews, im very picky brand Reasonable price, good taste, high alcohol percentage Price Expensive looking packaging Glass bottle Price Alcohol percentage Reasonable price, alcohol percentage and taste different brands and prices of alcohol influincing my purchasing, also the taste not sure im a reb im not suppose to drink but shhhh ;)taste, good taste The taste and something that is good to drink with a mixer that I can use. Also the design on the bottle I need to have something which I recognise and can trust. Cheap, high percentage, different options to mix with Pr price, colourful If i have had it before and i like it the price of the alcohol, the more expensive the better it is cheap, good tasting, good design on bottle the tastesomething that's quite cheap and in most stops whats available the design on the bottle is important, I think a drink should be very attractive and eye catching price. the taste and if it's good quality, usually something that I have tried before the look of the bottle, it should be attractive and eye catching. taste, price, percentage branding colour of drink and bottle, something I had tried beforecheap and good to mix with other drinks, fruity i dont if it was a spirit or not brand and appearance of the bottle brand and percentage the strength of the drink itself the taste and the price Type of alcohol and price the strength, i like it strong not sure, has to be nice tasting !! ill go off recommendations lol! price, alcohol content, colour, whats fashionable I would consider price and brand and also the bottle if its nice i would buy it and collect the bottle for one of my grand kids because they like VODKA strong vodka i drink them for breakfast ha ha ha the deisgn on bottke brand good taste The taste and the strength as I drink alcohol to get drunk price, brand

This is one of the most important questions that I asked on my survey as it tells me that the main reason that most people buy the drinks they do is because of the price. The majority of people who answered this said that the price is the main influence when buying alcohol; therefore suggesting that my drink should be aimed at a working-middle class target audience, mainly young people (which also relates back to the question on age) who most likely have a low income. This also links to some peoples answers on my previous question about people's favorite choice of drink. The majority of drinks stated are cheap drinks that can be easily purchased as these are the most popular drinks due to the price. Many people also said that the looks of the bottle is very important to them which I agree with, the bottle/packaging should stand out from the other drinks as this is most people's first impression of the drink. This tells me that the bottle should be colourful and fun as one person who answered the survey said they like the bottle to be 'quirky' and another said the bottle should be 'attractive and eye catching'. This is something I will definitely think about when I design the bottle and the packaging for my product. One more answer that did come up a few times was that people like something they have had before, or something that they had been recommended to them; this is difficult for me as obviously my product will be new and therefore something unfamiliar. This just means that in my advert I will have to mention the fact that it's new and rather than trying to be like other existing drinks, speak about how my drink is different and something new.

Would you be likely to buy 'alcopops' or fruit based alcoholic drinks?

Yes	69	69%
No	31	31%

Something that I thought was very important to ask was if people liked 'alcopops' (drinks such as WKD, Smirnoff Ice' as this is the type of drink that I was thinking of advertising as adverts for these are fun and aimed at a young target audience with low income, which is what I was expecting to be seeing on my questionnaire results. 69% of people said that they would be likely to buy these type of drinks which means that I will be advetising something similar to pre-existing 'alcopops'. The results from this link in with the results that most people buy cheap alcohol, these drinks are very cheap and usually bought by younger people, additionally the bottles are usually very fun and eye catching as are the adverts. Therefore it's clear that I should create one of these types of drinks for my adverts.

Employment Status

Self Employed	12	13%
Unemployed	24	27%
Student	24	27%
Part Time	19	21%
Full Time	11	12%

The final question that I asked was about employment status. From these results I was hoping to see if there was a correlation between somebody's employment status and the type of drinks they buy. It's very clear that there is a link as 24% of people are unemployed and another 24% of people are students, meaning around half of the people who answered the survey have a very low or even no income.  This links to the main answer that most people buy drinks depending on the price as they look for something cheap, which also links to my question about buying alcopops as they are usually rather cheap and something which young people would be likely to buy. 

Overall, my questionnaire results have been very helpful, my results have told me that my adverts will be aimed at a young target audience in between the ages of 18-27; mainly working-middle class people of all nationalities. Furthermore I've also decided that I will be advertising 'alcopops' similar to some drinks that I have analysed for my research.

Questionnaire Results Continued

If you answered 'Yes' to the previous question, on average, how often do you drink alcohol?

These results tell me that most people who drink alcohol consume it every other week and most of the other people who answered drink it once and some twice a week.  These suggests that the product should be fairly cheap as spending money on alcohol once or even twice a week would be quite expensive, therefore targeting the market who drink the most means that my product should be fairly cheap and affordable. The fact that most of the people who answered the survey drink every week on average also suggests that my product needs to stand out and be different to the other drinks on offer as if people are willing to spend their money on alcohol weekly it needs to be something different and trustworthy, something they may not have experienced before.  84% of people surveyed agreed that they would be influenced into buying alcohol if they see it advertised, whether that's TV, radio or sponsorship adverts. This is great information for me as it means that most people would be interested in alcohol advertisements; it also means that my advert will need to be very persuasive and different to other alcohol adverts  in order for my product to stand out. 56% of people said that they would be most influenced by a television advert. This is the result I was expecting as most adverts that people watch or on TV, and most people watch TV rather than listen to the radio. This has confirmed my beliefs that the TV advert is the most important and should therefore be the main advert with the main themes, with the other two adverts similar to this, showing a link between all 3 adverts that relates back to the television ad.