The document outlines a plan for an advertisement pitching pet insurance. It details research conducted including primary questionnaires, observations, and analysis of competitor ads. The primary research found that most people have pets but lack insurance, seeing it as valuable. The target audience is families and older people. The ad will use a documentary style to portray pet-owner bonds and interviews discussing the benefits of insurance.

1. Advert pitch

2. Outline of idea
Plot- My video will consist of families having fun
with their pet. It will portray how pets make families
happier by having an animal to rely on and to bond
with.
• I will use a documentary style so people can
relate as it will be real life situations.
• The technique I will use is bandwagon. This is
because people will see the advert and
connect with the actors. They may be inspired
by the advert and may be persuaded and join
the bandwagon.
It will also consist of the actors telling the camera
how they don’t know what they’d do without their
pet and why they think pet insurance is worth it.
Target audience- My target audience is going to be
families as a lot of families have pets. Also, older
people and single pet owners.
USP- my USP is that I am going to sell my pet
insurance at a lower price than competitors. I am
also going to ensure it covers everything.
The characteristic I am using
are for it to be interesting
• influential
• memorable
• relatable
I am going to use emotional
tactics in the form of fear. This is
because people will fear loosing
their pet and they will connect
with the actors used.

3. Research
To increase my understanding of my chosen product, I carried out
different research such as market research, primary research and
audience research. Carrying out this research gave me an insight into
what other versions of my service is already on the market and what I
have to do to make my service and advert stand out.
Types of research
• Primary
• Secondary
• Qualitative
• Quantitative
• Audience

4. Primary Research
Advantages
• Current
• Specific
• Better control
Disadvantages
• Time consuming
• expensive
Primary research is research which is carried out by yourself. This
could be in the form of a questionnaire or a focus group. Primary
research is normally carried out to receive specific information.

5. Primary Research
I carried out primary research in the form of a questionnaire. This was
quantitative research. This was to find out weather advertising pet
insurance would be a good idea. It also found out information about
who my target audience would be.
I found out how many pets they had. It shown me that only 12% of the
people asked didn’t have pets. The rest had 1 or more. This meant that
I would have a wide target audience and a lot of potential customers.
I then asked if they had insurance for
their pet. 83% of the people asked didn’t
have pet insurance. This included the
12% that didn’t have a pet. This is still a
large percentage. This meant that
advertising pet insurance would be a
large gap in the market.
I then asked if they thought pet
insurance was worth the money. 62% of
people asked say they did think it was.
This meant that a lot of people asked
may have not gotten round to
purchasing it.
This also meant that I could persuade
the remaining 37% of people asked by
selling my service at a reduced price.

6. Primary Research
I decided to interpret my research into graphs. This made it
easier to analyze and a lot clearer.

7. Primary research
I altered my primary questionnaire research into an infograph. I did this
to make my statistics look more appealing and engaging which made it
easier to interpret.

8. Primary research
When carrying out my primary quantitative research in the form of a questionnaire , I also
received qualitative data in the comment section.
From interpreting these comments, I came to the conclusion that I need to open up my
insurance to all pets which provides a broader variety of coverage. I also decided I need to
lower the price of my insurance in order to compete with competitors.

9. Secondary Research
Secondary research is research which someone else
has carried out which you may use to assist you with
yours. This could be in the form of a blog or a book.
Advantages
• Quick
• Inexpensive
• Simple
Disadvantages
• Could be inaccurate
• Not specific
• May not be time specific

10. Secondary Research
This research is also qualitative as well as secondary. I analysed a number of existing pet insurance adverts to get inspiration.
From analysing this video, I found that it uses humour to relate to the
audience. It also includes a lot of information about the company.
Another thing it does is having pets enjoying themselves in a family
environment.
From this, I have decided to include a lot of company information in my
advert which explains the cover my insurance includes.
This video includes a lot of company information and also shows
benefits which come with the insurance like voucher points. It also uses
a lot of families having fun with pets. It pulls on your heartstrings by
including children.
From this, I decided to include families. I will also include children and
elderly to pull on heartstrings.
From analysing this advert, I found that it includes information about the
cover the insurance has and information about payments and
installments.
From analysing this, I have decided that I will also include clear
information about the details of the insurance.

11. Qualitative Research
Qualitative research is research which Is text based and includes
thoughts and opinions. This could be in the form of a focus group.
Advantages
• In depth answers
• Creates openness
• Can avoid pre judgements
Disadvantages
• Difficult to generalise
• Fewer people studied

12. Qualitative research
I carried out qualitative data in the form of a
focus group. This was because I could receive
really in depth opinions and thoughts. It was
good to receive feedback on all 3 of my original
ideas to see which ones have the best feedback
and the best to develop.
One of the comments I received was that I will have to be careful with talking about pets dying. This is
because it may disturb some people. From this, I decided to make my advert pull on your heartstrings
but to put it in a positive manner rather than disturbing some people.

13. Quantitative research
Quantitative research is research which is normally numerical based.
This research can be produced by carrying out research such as
questionnaires with closed questions.
Advantages
• Broader study
• Research can be
generalised
• Can be more accurate
Disadvantages
• Limited results
• Time consuming asking
a large quantity

14. Quantitative Research
I carried out some primary
quantitative research. It was in the
form of an observation.
From the first observation I found out
that in the space of an hour, 14
animals visited the vets. From this, I
found out that a lot of people visit the
vets. This means that a lot of animals
are getting ill and their owners have a
higher chance of purchasing pet
insurance.
From the second observation, I found
out that the highest amount of the
type of pet was dogs. Although they
were the highest, there was also a
variety of pets such as birds and
hamsters. This means that I will make
my insurance cover all pets.

15. Quantitative Research
I then asked if the people I
observed had pet insurance.
Only 4 out of 10 people had it.
This means that my target
audience is a wide target.
I then asked if they were happy
about their decision with buying
the pet insurance or not. Only
the 4 who had it said they were
happy. This means that the other
10 wish they would of bought it
previously.
This made me come up with the
decision to advertise my
insurance in vets as this is
where it would be most effective

16. Audience research
Audience research is carrying out different types of research to determine your
audience. This could be in the form of a questionnaire or secondary research in
which you look at similar products target audience.
Your target audience can be segmented by demographics such as occupation
and social grade.

17. Audience research
I carried out some secondary audience research in the forms of looking at
existing pet insurance adverts and who theirs are aimed at.
I looked at the Petplan advert and analysed it
to see what target audience it has.
From this advert, I found out that its target
audience is pet owners in general. It is also
people who are big pet lovers. This is
because it shows pets messing around and
you would only be attracted to this advert if
you were very caring for your pet and wanted
the best for them.
From carrying out research on my target audience, I came to the conclusion
that mine will be 30-60 year olds which are either gender and are working
class or upwards as any lower would not be able to afford it.

18. Summary of Research
• From carrying out primary, secondary, qualitative and quantitative data, I have
interpreted all of the research and altered the service I will be advertising and the way
I will be advertising it.
• My service I am advertising is pet insurance. This service will be aimed at 30-60 year
old pet owners who are either gender and are working class or above.
• I chose working class or above as people who are non working may not be able to
afford this ‘luxury’. Saying this, I am going to reduce the price of my insurance to
compete with my competitors. I decided to do this from the feedback I got from the
questionnaire I carried out.
• My pet insurance will cover all pets and will have a larger variety of coverage and
different plans to suit different budgets and pets.
My advert is going to consist of pets having fun with their owners and will be a
documentary style. It will also consist of talking heads with the pets owners
talking to the camera and discussing advantages of the insurance.
I have chose this idea for my advert based on the research I carried out on
existing adverts.

19. Bibliography
https://en.wikipedia.org/wiki/Primary_research
http://www.snapsurveys.com/blog/what-is-the-
difference-between-qualitative-research-and-
quantitative-research/