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.

Questionnaire Results Analysis

How old are you?

18-22	42	42%
23-27	19	19%
28-32	7	7%
33-37	15	15%
38-42	7	7%
43-47	2	2%
48-52	3	3%
52+	5	5%

These are the results to the question 'how old are you?', almost half the people who answered the survey were in between the ages 18-22 which will effect my results and the conclusion as most of the results will be coming from a younger age group. Therefore I will need to consider this when I make more decisions about the target audience and how I will be advertising my product. Almost all of the people who did answer the survey were in between the ages 18-27 which will also be affecting my results.

Ethnicity

White, female White British mixed race black White Asian black, british white english white british Indian, however I was raised in England. I live on Wycombe hill opposite the local corner shop :) muslim White, British White english WHITE british Black British White british British portugese Fuckin wog Scottish Indian White British chinese asian black british jamacian mixed race white, british polish white white, from england. Black Mixed race mixed white, british black Canadian white, english african american White

The majoirty of people who answered my survey were white British which is what I was expecting, however when I come to analyse some other answers from different ethnicities I will have to consider their decisions; for example some people of different ethnicities may not drink alcohol at all, or may prefer different types of alcohol based on their ethnicity. However 92% of people who answered the survey said that they did drink alcohol, which means that ethnicity may not have affected the results as the vast majority of people who answered the survey drink alcohol. 

Gender

Male	38	38%
Female	62	62%

Something else which I need to keep in mind is that 62% of people who answered the survey were women, which will definitley have affected my results. On the other hand this does suggests that it may be a good idea for me to target my drink mainly towards women as 92% of people said they did drink alcohol which means that most women do; whereas only 38% of men answered the survey. 

Questionnaire Results

https://docs.google.com/forms/d/1bYVBGyTpWX-6-l1LL9rhsnUw4a4Cnn7axbfEH79WYoU/viewanalytics

'Majestic Wine Warehouse' Advert

From my research so far I have noticed that many people have been saying that their preferred choice of alcohol is wine, as I hadn't yet watched or analysed many adverts for wine I thought I should take a look at some to see if they are any different to the other alcohol adverts that I've analysed. Unlike most ads I've viewed this is a slice of life and quite a comical advert; beginning with a stereotypical woman around the age of 30 (which is the main target audience for wine) looking around in a wine shop. 
Mid shots and close ups are used to show the man's happy and welcoming facial expression, which contrasts with the woman's look of panic and awkwardness. Shot reverse shots are used between both characters, denoting their conversation, however unusually we don't hear the woman speak, we can only hear the non diagetic sound of what she's thinking inside her head. The target audience are expected to relate to this, which makes it humorous and light-hearted for them to watch as they may have been in similar scenarios. 
After the woman actually starts speaking the camera cuts to a long shot of both the woman and the man standing together next to all of the wine, which is interesting for the viewers as it looks like a typical scenario. 
Not only is this advert selling the products on sale in the wine shop as we can see the wide variety of wines in the shop, but it's aiming to sell the shop itself as the friendly assistant makes the viewers feel like they are welcome to come into the shop and shouldn't have to be worried about getting help choosing wine (like the woman in the advert originally was).
At the very end of the advert the scene cuts to a long shot of the 'Majestic' shop itself which looks very welcoming as the bright lights inside the shop look much more appealing and warm than the darkness coming from outside. This, therefore makes viewers feel like they are very welcome to come in which is reinforced by the slogan: "come and explore" which also highlights the large variety of wines on offer.
In comparison to the other adverts for alcohol I've analysed, it's clear that the target audiences are very different. One thing that most of the adverts have in common is the humor involved, however the way that the adverts are designed and what happens in the adverts very much depends on the product itself. Therefore, depending on the type of alcoholic drink I decide to advertise I will need to consider the target audience and the type of advert that best suits it.

'Tesco' Price Drop Radio Advert

Here's a sponsorship advert for the 'Tesco price drop'. This advert plays on the humour in the fact that there are loads of products that have had their prices reduced. The sound effect of the deep breath the man takes before he states which products have been reduced highlights the good value of the price drop. This is reinforced when he starts speaking fast so that it can all be fit into the advert, with the speed of his descriptions getting faster as the advert continues. A woman then starts speaking over him as his voice slowly fades out, which makes the advert seem chaotic and even more humorous. This may be annoying for some listeners as they can't understand what either person is saying as they both speak fast and over each other. The advert ends with the woman describing the deal and her voice is louder than the man stating the products which makes the listeners more likely to listen to her, thinking of the man as simply background noise. Adding to the humour, once the woman has finished speaking the man is still left stating the products which eventually fades out, giving listeners the impression that the amount of products is infinite and too much to describe all in one advert. Based on other radio adverts I have analysed I would say that this isn't as successful as some as it's not very clear about the products or the company itself. However the humour of the advert is interesting and may attract the listeners. 

'P&O Cruises' Sponsorship Advert

This is a sponsorship advert for P&O cruises, the music is parallel to the action in the advert as the non diagetic sound is peaceful and calming, which is similar to the message coming from the advert. The calm and happy body language of the characters in the advert makes the cruise appealing to adults and mainly couples. There's a variety of cuts in the beginning of the advert which makes it exciting to watch and conveys the couples calm body language; there's then a close up of a man smiling which implies that the cruise is simple yet enjoyable. The screen then cuts to a long shot of the couple dancing on a large deck of a boat which also denotes two other groups of people looking relaxed and happy, clearly showing that the cruise is for adults. The mise en scene, warm lighting and the clouds in the background make the cruise appealing to older people who want a romantic break. Although this particular advert doesn't show what it's sponsoring we can understand that it's clearly aimed at adults, mainly couples around the age of 30 years old. Something else which I think is very persuasive and a good idea is having a quote from customers in the advert; describing the product and what people think of it makes it much more persuasive as hearing from actual customers is more believable.  From analysing this advert I see how important it is to match the target audience of the product as even though this advert doesn't have a TV show that it sponsors in the actual advert, it's still clear what the target audience is.

'The Swarm' Radio Advert

This is a radio advert for 'The Swarm' a new ride at Thorpe Park. This is quite similar to the 'Snickers' advert that I recently analysed as it begins with a phone call, the panicked tone of the man who begins speaking which immediately catches the listener's attention as they would automatically be confused about what the advert was about. The phone call plays on the theme of the ride which is the end of the world, so the man calling for help fits in with the ride set which is an abandoned town. In the background of the phone call we can also hear a noise which sounds like the phone is losing signal which adds to the panicked tone of the advert. As the phone call continues a non diagetic sound parallel to the other sound in and the action in the advert builds up creating suspense which is meant to interest the listeners. The phone call then cuts off and another voice comes on describing the roller coaster; this gives the listener's a connection as before the description they may not have understood what the advert was about upon hearing it the first time. Interesting and exciting facts are said, for example: 'the UK's first winged roller coaster' which may sound appealing to roller coaster fans as they might want to try something new and exciting. This has made me realise that using interesting and unusual facts in any advert can be persuasive to the target audience as it makes the product individual and stand out from others of similar genres.

'Snickers' Radio Advert Analysis

This is the radio advert for 'Snickers' which I've analysed to help me understand more of the codes and convetions of radio adverts s this is what I'm truggeling to understand the most.

The advert begins with the sound of a phone ringing which is unusual to hear on the radio therefore listeners will be engaged automatically. It then continues on with a phone conversation between two men which is meant to sound like a conversation between a customer service advisor on the phone and a man who needs help. Up to this point listeners wouldn't understand the advert and may be confused which would make people interested and more likely to listen to the advert so they can find out. Towards the end of the advert it's revealed that it's an advertisement for 'Snickers' as the famous slogan 'get some nuts' is revealed. 

'Cadbury's' Sponsorship Advert

This is the old 'Cadbury's' sponsorship advert for 'Coronation Street'; something that I instantly noticed about this advert is that 'Cadbury's' has mixed the theme of their chocolate in with 'Coronation Street', creating a street almost identical to the famous street in the soap. The fact that both products have been mixed together makes the viewers more interested in the advert as they are clearly interested in Coronation Street, therefore linking them both together is appealing to the viewers.

The advert instantly begins with non diagetic sound, parallel to the action in the advert; furthermore the music is very similar to the 'Coronation Street' theme tune which viewers will instantly recognise. The advert is humorous which entertains viewers and makes them more inclined to watch the advert and by the product. The fact that the whole street is made out of chocolate is appealing to viewers as it looks appetising. In addition, 'Cadbury's' chocolate has a very diverse target audience, as does 'Coronation Street', however the main target audience is for women aged 25-50 therefore the product and the television show are aimed at similar audiences.

Towards the end of the advert the camera zooms out to a high angle of the street which then spirals into melted chocolate which again links 'Coronation Street' with 'Cadbury's' chocolate. The advert closes with an image of chocolate pouring into glasses which is the logo for 'Cadbury's' so it's more recognisable for viewers.

This advert has taught me that linking the product directly with the television show being advertised can work and could possibly be more interesting for viewers to see, making the product more appealing to viewers. Ive also realised that simple adverts can still be successful and entertaining as well as persuasive.

'Sheilas' Wheels' Sponsorship Advert Analysis

I've watched and analysed a sponsorship advert for the car insurance company 'Sheilas' Wheels'. The advert is basically just the song which most viewers already recognise because it's catchy and a popular advert. The bright, eye catching colours make it interesting to watch, also adding to the fun and light hearted tone of the advert. Furthermore the fact that there are lyrics to the song on the screen as the when are singing engages viewers as the intention is for them to have fun whilst watching and sing along. The fact that an advert for car insurance is fun and interesting contrasts with the majority of adverts for car insurance as it doesn't focus on the price or deals which may be considered 'boring' in other adverts, which makes 'Sheilas Wheels' stand out as a brand. 
This advert is aimed at women, so the bright colours and fun theme attract women, additionally women watching the advert are encouraged to aspire to be like the women in this video as they are beautiful and glamorous. Unlike other sponsorship adverts I've watched, the television programme that is sponsored by 'Sheilas Wheels', 'ITV National Weather' doesn't have anything to do with the product being advertised, however during the research they may have found out that both the product and the TV show are targeted at similar audiences. This has made me realise how important it is to get my research soon and make sure I look carefully at the answers as they may not be what I expect. Analysing this advert has also taught me that fun, bold and entertaining adverts are very successful and more memorable if they stand out from other adverts advertising similar products.

'Dogs Trust' Radio Advert Analysis

This is a radio advert for 'Dogs Trust', persuading people to adopt dogs in Ireland. This advert is a similar style radio advert to one that I would like to make. Adverts should be very persuasive as it's even more important to be persuasive and engaging in a radio advert as there is no visual which means to have a successful advert you need to reply completely on a description of the product. The beginning of the advert is the sounds of people calling their dogs names, which is relatable to many people listening to the advert who own a dog. Additionally, the tone of the people's voices and the fact that hey are calling out names is recognisable to the listeners. When the woman explaining starts to speak, fun and catchy music is played which makes the listeners more interested and engaged. The woman's voice is friendly which makes listeners more likely to listen. When I create my radio advert I would like it to be similar to this, interesting, light hearted and persuasive.

About My Questionnaire

My previous post is the questionnaire which I made so I could find out more about the target audience, I also wanted to find out about how people feel about certain types of alcohol so I can have more of an idea about which type of alcohol to advertise. I'm hoping to receive 100 responses so I can compare results and make a decision based on what the target audience prefer.

Questionnaire

'Coca Cola' Radio Advert

 
This is a radio advert for 'Coca-Cola', the advert is very different to most radio adverts as there's hardly any speaking throughout the advert and there's no description of the product. The only sounds made in the advert are sounds to do with opening 'Coca Cola'. In a way this could be seen to be very clever and as 'Coca Cola' is one of the most popular and well known brands in the world, they have assumed that people will associate the sounds made in this advert with 'Coca Cola'. However, I personally wouldn't relate this advert to the brand as many other drinks also make the same sounds when they are being opened and consumed. The fact they haven't described or even mentioned the product or the brand suggests that the brand is well known and doesn't need to be described or promoted as it's recognised by many people. On the other hand this could be part pf a bigger advertising campaign and have some sort of link to other adverts. This is something which is very different to how my advert will be as I will need to describe the product and put some effort into persuading the audience to buy the product through the advertisements. Furthermore this advert has made me realise how important it is to make sure the brand is well descried and explained through the radio adverts as the fact that listeners can't see an image of the drink or the packaging will make it much harder to understand.