Final pitch

Advert pitch

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.

ResearchTo 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

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.

Primary ResearchI 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.

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

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.

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.

Secondary ResearchSecondary 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

Secondary ResearchThis 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.

Qualitative ResearchQualitative 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

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.

Quantitative researchQuantitative 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

Quantitative ResearchI 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.

Quantitative ResearchI 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

Audience researchAudience 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.

Audience researchI 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.

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.

Bibliographyhttps://en.wikipedia.org/wiki/Primary_research

http://www.snapsurveys.com/blog/what-is-the-difference-between-qualitative-research-and-quantitative-research/