*Scan in table with audience, market and production
Market Research
Similar
Products
Look
at other educational services:
·
Kumon have an online advert – http://www.youtube.com/watch?v=4Km3mldXNhA and a TV advert - http://www.kumon.co.uk/private-tutors/kumon-tv-advertisement/index.htm
The advert
presents to logo of the service at the start, there is a voice over of a woman
describing her experiences of the company and how it has benefitted her life as
well as the children. The advert is a documentary/talking heads advert. There
is a voice over at the end and the details are shown at the end.
·
Department for Education - http://www.education.gov.uk/schools/leadership/typesofschools/academies/b00205692/whatisanacademy
This advert is
about different people who have purchased and learnt from Rosetta Stone who are
using the language to achieve what they want in life. It’s humorous as they
make a short song out of the language and what they have achieved. It’s
realistic but dramatic for example; the computer nerd dates a Japanese
supermodel. At the end there is a voice over and the logo of Rosetta Stone.
This advert is
serious; it mirrors the audience by using a range of students or adults who
have gone on to achieving their ambitions, which is presented using text.
·
University of Queensland- TV advert:
This advert
has a voice over presenting the advantages of going to this particular
university and uses students to mirror the target audience. There is text and
the logo of the uni.
·
SCOLA – Internet advert
Advert has
music with no voice over. There are captions whilst the video shows students at
the college. The contact details are shown and so is the logo for the college.
·
South Thames
College
No voice over,
just current sounding music probably to attract young students. Showed the
facilities and students doing the tasks in the course. The logo was at the end
of the advert. Slogan at the start: “find your path”. Typography during the
video labeling the courses that the students are doing.
Competitor
Analysis
Look
at other sixth forms:
·
The Brit School – Documentary Advert on the
website http://www.brit.croydon.sch.uk/page/default.asp?title=Home&pid=1
Footage of the
students doing their subjects, talking heads of the students talking about why
they love the school and the courses, voice over, commercial music to aim the
students. Language they use is formal but accessible to young people as the
students are talking.
·
Arts Educational – No video but the website
provides information on the page with an image that changes with students
enjoying their subjects.
·
Greenshaw High School – Lack of images, mainly
just text in the Sixth Form department. No videos
·
Carshalton College – have a video about life at
the college.
http://www.carshalton.ac.uk/ Typography, students doing tasks in their
subjects, instrumental music (cool) using the modern facilities, slogan and
logo.
·
Carshalton High School for
Girls – has
a video on their website on the front page. http://www.youtube.com/watch?v=kpG8zbiUjeU&feature=player_embedded Voice over of a student from the school
speaking (mirroring the audience) language used is formal “encourage students,
safe environment, supportive, mentions awards and Ofsted reports.” The logo is
shown at the end. The head teacher says a bit about the school.
·
Cheam High School – No pictures of the Sixth
Form or no videos.
·
Esher College – Video the college http://www.esher.ac.uk/Pages/collegevideo.aspx Principal of Esher is standing in front of
the college sign- shows the logo and the name. Talking heads of students and
the teacher) uplifting music, footage of students working, “preparation for the
real world, you’re treated like an adult.” Between schools being dependent on
teachers to university fully independent- the college is in the middle.
·
Harris Academy – Changing picture of joyous
students with statistics and quotes about the academy. No videos
·
Advertising Placement
BARB on a weekly basis
·
BBC 1 – reaches
47,795= 82.8%
·
BBC 2 –
reaches 35,278= 61.1%
·
ITV 1 –
reaches 41,871= 72.5%
·
Channel 4
– reaches 35,231= 61%
·
ITV 2 –
reaches 20,566= 35.6%
ITV1:
81% ABC1s met in a
month
74% 16-34 in a month
88% of housewives
78% men Total: 1.9 million
ITV2:
38% 16-34 per week
37% of individuals’
p/w.
RAJAR
·
BBC Radio
1 – 11,091= 21%
·
BBC Radio
2 – 15,109= 29%
·
BBC Radio
1Xtra – 1,044= 2%
·
Choice FM
– 748= 1%
·
Kiss FM –
4,264= 8%
·
Capital –
6,838= 13%
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