Quantitative – Number based approach eg. counting sales, audience stats…
Qualitive – an individual interpretative approach considering why audiences consume or engage.
Quantitative: this product is targeted towards men with a high disposable income (established middle class and up), as it is an expensive and exclusive product.
Qualitative: The aspirer. – motivated by esteem or status. n
for my product I’m aiming for those who are established middle class those who are aspirers as well as explorers this products price range would be between 60-70 pounds as this product will show instant affects of an aromatic scent within a long lasting time can overcome all odour’s and my audience gender is a male audience those of an established working class.
Quantitative- Number based approach e.g audience stats
Qualitative – an individual interpretative approach considering why audiences consume or engage, uses a word based approach.
Quantitative: The product is targeted at women around the age of 12 and upwards who belong to a wide range of classes. Members who do not fit this criteria may also purchase the fragrance however is not as common.
Qualitative- The Aspirer- Motivated by esteem/status needs
Who – MacDonald’s
Says what – you may order a salad but you really want a MacDonald’s big mac
Channel– poster
To whom– anyone who sees the poster and eats salad
with what effect– to promote MacDonald’s and sell big macs
drawbacks – someone might not live near a MacDonald’s,
Who – L’OREAL Paris
Says what – men should hire more women in leadership roles
Channel– poster/magazine advert
To whom– men who run a business
with what effect– to promote women’s rights, sell their product and get men to hire women
drawbacks – men may not be attracted to the image as they aren’t interested in makeup
Who – lady million perfume
Says what – if you want to be the lady with loads of men, wear lady million perfume
Channel– poster/magazine advert
To whom– women between 18 – 30
with what effect– to get women to buy the perfume
drawbacks – some women may be offended as they wont be happy that it promotes male validation to make a woman feel good.
beyonce
Paul Lazarfeld – Two Step Flow model of communication, which took account of the way in which mediated messages are not directly injected into the audience, but while also subject to noise, error, feedback etc
| research product one- FOUNDATION | research product two- PURFUME | my product SHOES | |
| understanding self | MAKING YOUR SKIN LOOK FRESH AND SMOOTH. | MAKE YOU SMELL NICE AND FEEEL GOOD. | TO GO WITH ANY OUTFIT AND STURDY. |
| enjoyment | MAKES YOUR SKIN LOOK PERFECT THEREFORE MAKES YOU HAPPY | KNOWING PEOPLE WILL KNOW HOW GOOD YOU SMELL | KNOWING YOUR SHOES LOOK GOOD WITH YOUR OUTFIT. |
| escapism | NOT HAVING YOUR REAL SKIN SHOW WHICH YOU MAY BE INSECURE ABOUT | HAVING PEOPLE BELIEVE YOU ALWAYS SMELL LIKE THAT. | N/A |
| knowledge about the world | WHERE PEOPLE HAVE WORN THESE SHOES TOO | ||
| self- confidence self esteem | MAKES YOU FEEL LIKE HOW THE DOMINANT SIGNIFIER LOOKS, FRESH AND CONFIDENT. | KNOWING YOU SMELL GOOD WOULD GIVE YOU A BOOST OF CONFIDENCE | SHOES ARE CLEAN AND LOOK GOOD MAKES YOU FEEL MORE CONFIDENT IN THE WAY YOU LOOK. |
| STRENGTHEN CONNECTIONS WITH FAMILY AND/OR FRIENDS | You could show the product to others you know and they might recognise the celebrity on it and you could talk about it. | RECOMMEND TO FAMIL AND FRIENDS. | THE POPULARITY OF THE SHOE WILL ALLOW YOU TO RELATE TO OTHER PEOPLES EXPERINECE WITH THE SHOE |
| ANY OTHER CATEGORY OR THEME | EXPENSIVE PRODUCT SHOWS YO CARE ABOUT YOUR SKIN. |
QUANTATIVE DATA
Research Product 1: Maybelline Eyeliner
Women aged 17-30 or makeup enthusiasts. Social grade usually A-C1. Eyeliner can be more on the expensive side, so people usually with a high to middle social grade would purchase this.
Research Product 2: Nivea Lip Balm
Women aged 11-60 or anyone who wants to have healthy lips of any age and gender. Social grade usually A-D, most people can afford this as it’s cheap, but people of a higher social grade would still purchase.
My Product: NYX Eyeliner
Women aged 17-30 or makeup enthusiasts. Social grade usually A-C1. Eyeliner can be more on the expensive side, so people usually with a high to middle social grade would purchase this.
QUALATATIVE DATA
Research Product 1: Maybelline Eyeliner
The Aspirer- Motivated by esteem/status needs
Research Product 2: Nivea Lip Balm
The Mainstreamer- Motivated by belonging needs
My Product: NYX Eyeliner
The aspirer- Motivated by esteem/status needs
Quantitative Data Audience Research 1: Cereal box
The quantitative data for this product is the age that it is to be targeted, as it targets the age group 4 to 12, however it doesn’t mean that others can’t buy the product as it could influence all age groups.
Quantitative Data Audience Research 2: Starbucks
The quantitative data from this product is the times that it opens so that people know when the product is available to get.
Another quantitative data research is the cost of the product as it is important to have the knowledge of it as the quantity of the cup is.
Quantitative Data Audience Research 3: My product
The price of the product will be ideal so people would understand the worth of the product and to know exactly how much they would be wasting.
It also depends on the social grade as the higher and intermediate managerial it is the higher chance that you would be earning more if all the facts of the product are truthful.
It will be targeted to all of the female population as it is a female product. There is about 49.6% females in the world so therefore it will be targeted to those.
Qualitative Data Audience Research 1:
The resigned – motivated by survival needs & The explorer – motivated by the need of discovery.
Qualitative Data Audience Research 2:
The resigned – motivated by survival needs & The explorer – motivated by the need of discovery & The reformer – motivated by enlightenment needs.
Qualitative Data Audience Research 3:
The aspire – motivated by esteem/status needs & The mainstreamer – motivated by belonging needs.
| Research product 1 (Coco Pops Cereal box) | Research product 2 (Starbucks) | My product (Shampoo) | |
| Understanding self | It briefly explains the idea of the product and who it targets. | It gives a clear gesture on what it is trying to imply as it shows an image of the product that they are trying to advertise. | It gives a clear information about the product and how good of a product it can be. |
| Enjoyment | It is mainly enjoyed by young kids as it has many cartoon characters. | It gives a positive note on the enjoyment that it can give you. | There will be enjoyment as there will be a catchphrase that will be intriguing for the people. |
| Escapism | It definitely uses escapism as it doesn’t involve anything natural and its more creative and colourful and very playful. | It definitely does not note on escapism as it is more direct to the natural world. | It won’t be to much of an escapism advertisement as I don’t want the reality of the product to fade away as Being more realistic could potentially sell more. |
| Knowledge about the world | This doesn’t give to much information about the knowledge about the world as it is very much cartoon like. | The Starbucks ad suggests how you could enjoy your life with a little bit of Starbucks to help others to also enjoy the taste of Starbucks. | This relates to the knoweldge of the world as people could be depending on which products are best to use so therefore people could get acknowledge about these products. |
| Self confidence, Self esteem | This doesn’t really show to much about self confidence however, it could possibly suggest that kids will gain an impact with the product. | Starbucks gives a positive energy so I believe that it could powerup peoples self esteem for the day. | This will give a self confidence to people in daily life as shampoo is used on a daily. |
| Strengthen connections with family and/or friends | This doesn’t strengthen the connection between family or friends as the advertisement only reaches out to children. | This also could be in between as the product shows gaining connections but it doesn’t necessarily mean that it will happen. | This doesn’t strength any connection apart from using it in on a daily. |
| Any other category or theme | As it targets kids, parents could possibly enjoy eating cereal for breakfast. | Starbucks influences everyone, so therefore it would be ideal for a product to be made. | It will smell really nice and everyone loves strong scents. |
| Calvin Klein fragrance | TAGHeuer watch | Superdrug blossom body spray | |
| understanding self | makes you smell nice/ makes you more attractive | makes you look more wealthy, sophisticated. handsome | makes you smell young and floral |
| enjoyment | gets you attention/ attracted to. Smell nice | you smell nice, product lasts long so you don’t need to be paranoid of smelling bad | |
| escapism | hides smelling bad | shows your wealth | hides smelling bad |
| knowledge about the world | model is confident and attractive, persuading you that you too will be attractive and persuasive. | people are driven/ attracted by money/ showy things. | |
| self confidence | you can feel more confident/ gain compliments | make you feel more attractive, exclusive, proud. | gain compliments on your smell, |
| strengthen connections with family/friends | can be given as a gift, makes people enjoy being around you | ||
| any other category or theme | shows hierarchy |