Pilot Questionnaire results

PILOT QUESTIONNA

IRE RESULTS

TV Advert

From these results, the audience seems to expect to see around 4-5 outfits throughout the advert. Due to the time length of an advert, this is appropriate for us to use around 5 outfits within the advert.

The audience clearly feel that the use of celebrity endorsement helps to encourage them to buy clothing from the brand. Unforchantly we can’t use a celebrity in our advert so we will be using a low profiled woman who will have the qualities and looks of a celebrity.

The audience believe that using more than one model is more effective. Originally we were thinking of just using one model for the two adverts, but we are going to take into consideration maybe using more models will make

our advert more effective.

The majority of the audience believe that the two adverts need to be similar. When making our night and day adverts, there are

going to both similarities so people can recognize that they are both from Ellie-May brand but there will be some differences like

lighting depending on what time of day we are shooting for.

From this question, the audience feel that it is more effective that the brand name is at the end. When

producing our advert and start editing, we will make sure the brand name is presented at the end of the advert to

make it more effective. This fits with the conventions of a fashion advert.

From the 5 fonts which we found which we thought were most appropriate, the audience’s top two choices were 2

and 3. Out of those two fonts, we believe that font 3 would be more appropriate as it is more bold and edgy which is easier to see and links better with our brand.

We agree with the audience that the song in our adverts must be up beat. An up beat song can get stuck in peoples heads and a feel good song can encourage

people to buy the clothing. We are researching songs which might be appropriate for our adverts.

We are really happy that the audience likes the idea of having a black and white shot within the advert

to make it more effective. We found from our research that a black and white shot gives the

advert some individuality and we believe that it is different and effective.

We also agree with the audience that long shots are best for a fashion advert. A long shot

allows the audience to see the whole outfit which is perfect. Within our advert, we will also

add some close up shots so the audience can see the detail on the outfits and make the

advert a bit more edgy and unique.

Sponsorship Sequence

The audience would prefer to have both day and evening clothes in the sponsorship sequence. We are going to consider this when choosing the outfits for

this but we are going to have to consider the time as a sponsorship sequence is very short so we are going to have to plan the sequence out carefully and tactically.

We also agree with the audience saying that it is effective if the sponsorship sequence has a similar

narrative to our chosen TV programme. We are putting some ideas together to attempt to create the link between them. For example, girls getting ready together in a bedroom and then moving on to go out

the house.

The audience believe that they would like to see around 3 or more outfits throughout the sponsorship sequence. We are going to work with the timings of a conventional sponsorship sequence to fit in this many outfits, fitting

as many outfits as we can will allow us to show of as much of our brand as we can.

The audience think that it would be most effective if the same model is used in the sponsorship sequence

as is used in the TV adverts. We will use the same model plus another model in the sponsorship

sequence to link with our chosen TV programme.

We are glad to hear that the audience would like to see the black and white shot in the sponsorship sequence as well as in the TV advert which gives

them a good link together. The black and white shot gives them a unique difference to other brands and

gives our brand its identity.

From this question, the most popular narrative is a positive one. We too agree with the narrative being

positive due to the limited amount of time to a sponsorship sequence meaning the narrative has got to be short and sweet. We are putting ideas together for

the narrative.

Radio Advert

All of the audience who took part in our questionnaire believe that there should be a soundtrack in the

background of the advert. Music in the background is conventional for many radio adverts, due to there

being a minimum of of fashion radio adverts, we are going to have to improvise on conventions.

The audience would like the soundtrack in the background of the radio advert to be upbeat, without

lyrics and is slightly old. We are looking into music which would be most appropriate towards fashion and for the

needs of an advert.

The audience believe that there should be a narrative within the advert. This is conventional in radio adverts for there to be a story. We are putting together ideas

for the advert and for it to be linked with our TV advert and sponsorship sequence.

Again, the audience think that it is more effective for the brand name to be said at the end of the advert. This is conventional for a

radio advert and we will be linking it with our other adverts.

The audience would like to hear the price, website link and the type of clothing within the radio advert. These are

conventionally in a fashion radio advert. We are thinking up a narrative which will include all three of the things so that

the advert flows and is genuine.