LO2: Media Products and AudiencesSocio Economic GroupingsWhen examining Socio economic groupings an energy drink product w...
Regulation:Music tracks: original arrangement from James LavelleSpecial sound FX:Move to the beat of London 2012 commercia...
feel more inclined to buy? If neither pleaseexplain why.If you could add something to improve yourfavourite of the two adv...
Lucozade is the umbrella name for a multinational chain of energy drinks produced by theGlaxoSmithKline Company. First pro...
the known world with its reputation and both direct and subliminal advertising you ll find thebeverage practically sells i...
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Lo2 final product

  1. 1. LO2: Media Products and AudiencesSocio Economic GroupingsWhen examining Socio economic groupings an energy drink product will most likely fall ion with allbands from A to E as they are designed to be recreational products consumed during any form ofactivity which the vast majority if not all of the public engage in.PsychographicsMy advert will more than likely fall into the firing line of Mainstreamers (those who purchase Brandproducts) and Strivers (seeking the reputation and approval of their peers that generically comeswith the acquisition of branded products.)Geodemographygeodemography allows me to determine that with regards to property value informs me that therecipients of the products are likely to be renting a one bedroom property within a built up urbanarea, Financially speaking they are likely to fall within the working class salary of 25-27 thousandEnglish pounds per calendar year. However I feel as though this is the least effective way todetermine target audience as financially viability has little bearing on this particular type of productdue to its low retail price.DemographicWhen constructing a demographic profile the first area to examine I believe should be the broadestcategories with this in mind my advert will encompass both genders and all ethnicities regardless ofdisabilities within an age range of 16-50. However being a sports energy drink product it willprimarily target recreation and exercise enthusiastsLO2: Task 2Lucozade Witness my revivalForm: Anti Realist narrative, AnimationStyle: Dramatic- the advert is highly focused on selling the product as an after activity beverage toregenerate electrolytes and as such they have decide to incorporate an activity of particular physicalexcursion but in more of an ant mainstream format by examining contemporary, popping crumpdance styles instead of traditional sporting activities.Codes and conventions: Mid shots, Wide angles Close ups, Vibrant flashes. Artificial lightingComputer Graphics: computes animated bubbles set in sequence to swirl around the performer ashe moves in accordance with the action of his motions through ought.Techniques: celebrity endorsement. Dickson Mbi, Russell MaliphantCharacteristics of products or services: Brand identity
  2. 2. Regulation:Music tracks: original arrangement from James LavelleSpecial sound FX:Move to the beat of London 2012 commercialhttp://www.youtube.com/watch?v=8JYDZagslHc&feature=fvstFrom: Realist narrativeStyle: Dramatic-This advert takes advantage of the greatest sporting competition on the planet inwhich there are dozens of deeply globalised partners one such partner is Coca-Cola by usingcelebrity endorsement and Olympic competitors consuming their product it reaches every nationconcerned thus advertising itself to all the known world with its reputation and both direct andsubliminal advertising you ll find the beverage practically sells itself.Codes and conventions: Artificial lightingComputer Graphics: Fireworks, LED Screen.Techniques: Celebrity endorsement, Hidden and Overt advertCharacteristics of products or services: Brand identity, unique selling proposition.Regulation:Voice over: “Move to the Beat"Dubbing:Jingles: Coca ColaMusic tracks: Mark Ronson, Katy B-Global R&B artist with multiple endorsement and recordcontacts) Being a platinum artist the tracks he produced are in effect chart sellers enticing additionalbuyers to purchase Coca-Cola`s products. This is furthered enhanced by the use of pre-recordedsounds comprised entirely from Olympic athletes performing in their niche element. Rating 5/5Special sound FX: Athletes.Question ResponseWhich advert do you prefer? Lucozade AdvertWhy do you prefer this advert? Shorter and more appealing.What “personally” do you find to be the mostappealing aspect (e.g., animation, soundtracketc.?)The editing.Which advert do you feel would appeal most to18-30 year olds?Coca-Cola Advert.After seeing these adverts which product do you Lucozade
  3. 3. feel more inclined to buy? If neither pleaseexplain why.If you could add something to improve yourfavourite of the two adverts what would it be?I feel as though the Coca-Cola advert was “toomuch”Question ResponseWhich advert do you prefer? Coca-ColaWhy do you prefer this advert? I felt more inspired and self-motivatedWhat “personally” do you find to be the mostappealing aspect (e.g., animation, soundtracketc.?)The soundtrackWhich advert do you feel would appeal most to18-30 year olds?Coca-ColaAfter seeing these adverts which product do youfeel more inclined to buy? If neither pleaseexplain why.Coca-ColaIf you could add something to improve yourfavourite of the two adverts what would it be?More subliminal advertising.Question ResponseWhich advert do you prefer? Coca-ColaWhy do you prefer this advert? Better imagery, more lively and engaging.What “personally” do you find to be the mostappealing aspect (e.g., animation, soundtracketc.?)The creative use of music and sound effects toform the soundtrack.Which advert do you feel would appeal most to18-30 year olds?LucozadeAfter seeing these adverts which product do youfeel more inclined to buy? If neither pleaseexplain why.Coca-ColaIf you could add something to improve yourfavourite of the two adverts what would it be?I don’t Know.Question ResponseWhich advert do you prefer? LucozadeWhy do you prefer this advert? AnimationWhat “personally” do you find to be the mostappealing aspect (e.g., animation, soundtracketc.?)SoundtrackWhich advert do you feel would appeal most to18-30 year olds?Coca-ColaAfter seeing these adverts which product do youfeel more inclined to buy? If neither pleaseexplain why.LucozadeIf you could add something to improve yourfavourite of the two adverts what would it be?I don’t know
  4. 4. Lucozade is the umbrella name for a multinational chain of energy drinks produced by theGlaxoSmithKline Company. First produced in 1927 under the name of Glucozade by chemist WilliamOwen, it was designed to be a synthetic source of glucose and electrolytes to those suffering fromcommon or garden illnesses such as influenza, colds etc. The definitive selling and marketing point ofLucozade was its ability to improve endurance and performance through nutrition augmentation ofcalories and sugars however out of 431 marketing claims only 174 sources were cited forlucozade"By helping people participating in sport to perform better and to recover more quickly,sports drinks can encourage people to exercise more”.In November 2012 lucozade announced a withdrawal from premier league football sponsorship inorder to concentrate on more nutritional research value for their products in order to keep ahead ofcompetitors such as PepsiCo Gatorade and the Coca-Cola owned Powerade. The latest marketingpush by lucozade as well as much other energy drink manufactures targets young men agedbetween 18 and 30, the brands themselves are attempting to broaden their market specifically byaiming their sales towards demographics such as manual labourers consuming at more of a softdrink beverage as oppose to an energy replenishment source and as such 2.2 million out of a 5.5million budget has been dedicated to outdoor marketing.When examining Socio economic groupings an energy drink product will most likely fall ion with allbands from A to E as they are designed to be recreational products consumed during any form ofactivity which the vast majority if not all of the public engage in. geodemography allows me todetermine that with regards to property value informs me that the recipients of the products arelikely to be renting a one bedroom property within a built up urban area, Financially speaking theyare likely to fall within the working class salary of 25-27 thousand English pounds per calendar year.However I feel as though this is the least effective way to determine target audience as financiallyviability has little bearing on this particular type of product due to its low retail price. Whenconstructing a demographic profile the first area to examine I believe should be the broadestcategories with this in mind my advert will encompass both genders and all ethnicities regardless ofdisabilities within an age range of 16-50. However being a sports energy drink product it willprimarily target recreation and exercise enthusiasts.When observing the marketing style of the advert it falls into the dramatic catogorie i.e.the advert ishighly focused on selling the product as an after activity beverage to regenerate electrolytes and assuch they have decide to incorporate an activity of particular physical excursion but in more of anant mainstream format by examining contemporary, popping crump dance styles instead oftraditional sporting activities. This ties in accurately with my physiographic and gedemographicestimates with regards to the type of activities.You’ll find similar themes in the marketing campaignsof other branded beverages such as Coca-Cola however they use financial affluence and well knowcelebrity endorsement to pull in extra customers when looking at one of their most recent adverts“Move to the Beat” for London 2012 they also fell into the Dramatic style. This advert takesadvantage of the greatest sporting competition on the planet in which there are dozens of deeplyglobalised partners one such partner is Coca-Cola by using celebrity endorsement and Olympiccompetitors consuming their product it reaches every nation concerned thus advertising itself to all
  5. 5. the known world with its reputation and both direct and subliminal advertising you ll find thebeverage practically sells itself.

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