2. OVERVIEW
• To evaluate the expectations and desires of my target audience, I
constructed a questionnaire in order to gather information that I can
base the structure/content of my newspaper advert on.
• The questionnaire contained 12 questions: 8 questions addressed
the structure of the documentary, whilst 2 addressed the sporting
content within the film. The remaining 2 established gender and age.
• The questionnaire was answered by 20 people, which I am satisfied
with for this product, as I have already gathered a large amount of
information on sporting context and only require information on the
structure of the trailer.
• The questionnaire used mostly closed questions, which had multiple
options in order to gain a range of opinions. The questions also
contained instruction and help text, to fully clarify and explain
aspects of the question in order to record accurate and reliable
results.
• Two questions were open questions, in order to gain a broader
range of data in the words of the subject.
3. Q1/2: ARE YOU MALE OR
FEMALE? HOW OLD ARE YOU?
60%
40%
Are you male or
female?
Male
Female
0% 20% 40%
10--19
20--29
30--39
40-49
50+
Age
Age
The data above shows that 60% of those who answered this questionnaire
were male, resulting in slight gender bias; however, as there was gender bias
towards females in my pre-production questionnaire, this helps to equal any
bias present. The data also shows that the age group from who I collected the
most data was between ages 10-19 (40%) followed by 20-19 (20%) and 40-49
(20%). This is concurrent with my target audience, making my results specific
and valid to those who I am targeting.
4. Q3. HOW MANY TIMES DO YOU
READ A NEWSPAPER/MAGAZINE
DURING THE WEEK?
How many times do read
a magazine during the
week?
1--2
3--4
5--6
6+
The graph indicates that 45%
of those surveyed read
newspaper/magazine at least
3-5 times a week, with another
25% reading a
newspaper/magazine advert 5-
6 times a week. This shows
that the data I have collected is
valid and relevant, as those
surveyed have shown a
familiarity with the print
advertising in terms of
style/content.
5. Q4. WHICH
NEWSPAPER/MAGAZINE DO YOU
TEND TO READ THE MOST?
This was an open question where
those surveyed were free to
suggest their favourite
newspaper/magazines. Of those
surveyed, the most popular
answers included The Sun (20%),
The Daily Telegraph (25%) and TV
Choice (25%). These three
products vary in style, with The Sun
being a tabloid and The Daily
Telegraph being a newssheet. This
means I will need to consider
creating my advert in a style that is
transferable across a range of
mediums/types of print media, in
order to appeal to certain
demographics in my target
audience.
What newspaper/magazine
do you tend to watch the
most?
The Daily
Telegraph
The Guardian
Stuff
National
Geogrpahic
TV Choice
The Sun
6. Q5. IN YOUR OPINION, WHAT
MAKES AN EFFECTIVE
NEWSPAPER PRINT ADVERT?
What makes an effective
newspaper print advert?
Striking Images
Eye Catching Text
Informative
Objective
Good Colour
Scheme
Other
23% of those surveyed felt as if the
most important aspects of a
newspaper advert included having
striking images and eye catching
text. This was followed by having a
good colour scheme, as well as
being informative and objective (not
giving much away). This will
influence my shooting and editing
processes for the advert, as I will
have to carefully consider the
semiotics and mood conveyed and
the impact this will have on the
audience. I will also have to ensure
the typeface I employ is attractive
and relevant to the documentary.
7. Q6. IN YOUR OPINION, WHAT
MAKES A NEWSPAPER PRINT
ADVERT MORE MEMORABLE?
What makes a print ad
more memorable?
Bold Striking
Image, Simple Text
Elaborate Complex
Design,
Extravagant Text
I asked this question in order to
establish the style of advert that my
audience would prefer to see. The
majority of them said that they
would be more likely to remember
an advert that uses a Bold and
Striking Image with Simple text
compared to an Elaborate,
Complex Design with Extravagant
text (65% vs. 35%). This will work
well when advertising my
documentary, as it will be easy to
convey the serious tone and
modern style of the film through its
advertising.
8. Q7. WHAT SIZE DO YOU THINK A
NEWSPAPER PRINT ADVERT HAS TO
BE IN ORDER TO BE MEMORABLE?
0
2
4
6
8
Small Medium Large Double
Page
Spread
What size makes an advert
more memorable?
When asked about sizing and
proportions, those surveyed said
that they would be more likely to
remember a Medium (Half a Page)
or a Large (Whole Page) more than
a Small (Quarter Page) or Double
Page spread (65% vs. 35%). This
may be because small adverts may
be overlooked and double-page
spreads may be off
putting/overwhelming at a glance
for the reader. From this, I would be
suitable for me to design my advert
for a medium/large sized print. This
will have an impact on the
orientation of my advert and the
way it would be incorporated into a
product.
9. Q8. DO YOU LIKE TO SEE LOTS OF
TEXT ON A NEWSPAPER ADVERT IN
ORDER TO GAIN MORE INFORMATION?
Do you like to see lots of
text on a Print Ad?
Yes
No
70% of those surveyed said that
they prefer not to see large
amounts of text on a newspaper
advert. This may be because they
find that text takes longer to read
and process, as apposed to seeing
an image and gaining information
from that. For my final product, I
will look at prioritising the images
used over the text in order to
satisfy my audience’s desires.
10. Q9. WHICH OF THE FOLLOWING IMAGES WOULD
YOU FIND THE MOST MEMORABLE/INTRIGUE YOU
TO WATCH AN ADVERTISED FILM?
0
1
2
3
4
5
6
7
8
What kind of image would
intrigue you the most to watch
an advertised film?
When asked about what makes a
“striking” image, those surveyed
suggested that they would find an
Athlete in Action (30%) or a
Sportsperson standing out from the
crowd (35%) the most memorable
ideas. This could work well for my
design, as I could look at
incorporating well known
symbols/icons into the print in order
to covey the themes of the
documentary. I could also look at
using locations/actors from the film
in the advert. Other suggested
ideas included “using text to make
up a certain image/symbol”, so I
may look at developing this idea
further.
11. Q10. DO YOU LIKE A NEWSPAPER
ADVERT TO FEATURE A SLOGAN
OR A QUOTE?
Do you like to see a
quote/slogan on a Print
Ad?
Yes
No
55% of those surveyed said that
they would like to see a
slogan/quote on a newspaper
advert, whilst 45% said they would
not. This is fairly even distribution,
and therefore I don’t think this
feature will have an effect on the
overall satisfaction of my audience.
However, I feel as if a quote from a
well known figure/personality could
be beneficial for the success of my
advert/documentary.
12. Q11. WHAT KIND OF TYPOGRAPHY
WOULD ASSOCIATE THE MOST WITH
SPORT?
What kind of typography do
you associate with sport?
Bold, Modern,
Uniform
Fancy,
Extravagant,
Flowing
The majority of those surveyed
(80%) said they would associate
the idea of sport with bold, modern
and uniform typography. This
means I will need to look at
selecting a typeface that is not
extravagant or contemporary, and
instead employ a typeface that
uses regular kerning and leading,
as well as avoids looping or curving
ascenders/ descenders. This will
satisfy the expectations of my
target audience.
13. Q12. ARE THERE ANY PARTICULAR
ICONS/SYMBOLS/LOCATIONS THAT YOU
PERSONALLY ASSOCIATE WITH SPORT?
• This was an open question, and thus allowed those surveyed to freely
express their views/answers.
• When asked about symbols, icons and locations associated with sport, a
common theme amongst those surveyed involved Team GB and the Olympic
Games; Answers included the London Olympic Stadium/Olympic Park, the
Team GB logo, GB Athletes and Olympic Gold Medals. This is obviously part
of the London 2012 movement, where a large amount of media exposure of
the event has lead to a umber of iconic associations for spectators.
• Other ideas included Football and Rugby stadiums, as well Cricket grounds; I
expected this when constructing my questionnaire, as these are British
sporting stereotypes that have been implanted in British Culture for a number
of year, particularly on a personal level.
• There were also answers involving various sports clothing and branding,
particularly regarding large sports brands like Adidas, Nike, Underarmour and
Canterbury of New Zealand. These brands and products are another integral
part in British society today, even with those who aren’t directly engaged in
sport. I could look at including these in my newspaper advert.
