LO2: Media Products and Audiences

Socio Economic Groupings

When examining Socio economic groupings an energy drink product will most likely fall ion with all bands from A to E as they are designed to be recreational products consumed during any form of activity which the vast majority if not all of the public engage in.

Psychographics

My advert will more than likely fall into the firing line of Mainstreamers (those who purchase Brand products) and Strivers (seeking the reputation and approval of their peers that generically comes with the acquisition of branded products.)

Geodemography

geodemography allows me to determine that with regards to property value informs me that the recipients of the products are likely to be renting a one bedroom property within a built up urban area, Financially speaking they are likely to fall within the working class salary of 25-27 thousand English pounds per calendar year. However I feel as though this is the least effective way to determine target audience as financially viability has little bearing on this particular type of product due to its low retail price.

Demographic

When constructing a demographic profile the first area to examine I believe should be the broadest categories with this in mind my advert will encompass both genders and all ethnicities regardless of disabilities within an age range of 16-50. However being a sports energy drink product it will primarily target recreation and exercise enthusiasts

LO2: Task 2

Lucozade Witness my revival

Form: Anti Realist narrative, Animation

Style: Dramatic- the advert is highly focused on selling the product as an after activity beverage to regenerate electrolytes and as such they have decide to incorporate an activity of particular physical excursion but in more of an ant mainstream format by examining contemporary, popping crump dance styles instead of traditional sporting activities.

Codes and conventions: Mid shots, Wide angles Close ups, Vibrant flashes. Artificial lighting

Computer Graphics: computes animated bubbles set in sequence to swirl around the performer as he moves in accordance with the action of his motions through ought.

Techniques: celebrity endorsement. Dickson Mbi, Russell Maliphant

Characteristics of products or services: Brand identity

Regulation:

Music tracks: original arrangement from James Lavelle

Special sound FX:

Move to the beat of London 2012 commercial

http://www.youtube.com/watch?v=8JYDZagslHc&feature=fvst

From: Realist narrative

Style: Dramatic-This advert takes advantage of the greatest sporting competition on the planet in which there are dozens of deeply globalised partners one such partner is Coca-Cola by using celebrity endorsement and Olympic competitors consuming their product it reaches every nation concerned thus advertising itself to all the known world with its reputation and both direct and subliminal advertising you ll find the beverage practically sells itself.

Codes and conventions: Artificial lighting

Computer Graphics: Fireworks, LED Screen.

Techniques: Celebrity endorsement, Hidden and Overt advert

Characteristics of products or services: Brand identity, unique selling proposition.

Regulation:

Voice over: “Move to the Beat"

Dubbing:

Jingles: Coca Cola

Music tracks: Mark Ronson, Katy B-Global R&B artist with multiple endorsement and record contacts) Being a platinum artist the tracks he produced are in effect chart sellers enticing additional buyers to purchase Coca-Cola`s products. This is furthered enhanced by the use of pre-recorded sounds comprised entirely from Olympic athletes performing in their niche element. Rating 5/5

Special sound FX: Athletes.

Question ResponseWhich advert do you prefer? Lucozade AdvertWhy do you prefer this advert? Shorter and more appealing.What “personally” do you find to be the most appealing aspect (e.g., animation, soundtrack etc.?)

The editing.

Which advert do you feel would appeal most to Coca-Cola Advert.

18-30 year olds?After seeing these adverts which product do you feel more inclined to buy? If neither please explain why.

Lucozade

If you could add something to improve your favourite of the two adverts what would it be?

I feel as though the Coca-Cola advert was “too much”

Question ResponseWhich advert do you prefer? Coca-ColaWhy do you prefer this advert? I felt more inspired and self-motivatedWhat “personally” do you find to be the most appealing aspect (e.g., animation, soundtrack etc.?)

The soundtrack

Which advert do you feel would appeal most to 18-30 year olds?

Coca-Cola

After seeing these adverts which product do you feel more inclined to buy? If neither please explain why.

Coca-Cola

If you could add something to improve your favourite of the two adverts what would it be?

More subliminal advertising.

Question ResponseWhich advert do you prefer? Coca-ColaWhy do you prefer this advert? Better imagery, more lively and engaging.What “personally” do you find to be the most appealing aspect (e.g., animation, soundtrack etc.?)

The creative use of music and sound effects to form the soundtrack.

Which advert do you feel would appeal most to 18-30 year olds?

Lucozade

After seeing these adverts which product do you feel more inclined to buy? If neither please explain why.

Coca-Cola

If you could add something to improve your favourite of the two adverts what would it be?

I don’t Know.

Question ResponseWhich advert do you prefer? LucozadeWhy do you prefer this advert? AnimationWhat “personally” do you find to be the most appealing aspect (e.g., animation, soundtrack etc.?)

Soundtrack

Which advert do you feel would appeal most to 18-30 year olds?

Coca-Cola

After seeing these adverts which product do you feel more inclined to buy? If neither please explain why.

Lucozade

If you could add something to improve your favourite of the two adverts what would it be?

I don’t know

Lucozade is the umbrella name for a multinational chain of energy drinks produced by the GlaxoSmithKline Company. First produced in 1927 under the name of Glucozade by chemist William Owen, it was designed to be a synthetic source of glucose and electrolytes to those suffering from common or garden illnesses such as influenza, colds etc. The definitive selling and marketing point of Lucozade was its ability to improve endurance and performance through nutrition augmentation of calories and sugars however out of 431 marketing claims only 174 sources were cited for lucozade "By helping people participating in sport to perform better and to recover more quickly, sports drinks can encourage people to exercise more”.

In November 2012 lucozade announced a withdrawal from premier league football sponsorship in order to concentrate on more nutritional research value for their products in order to keep ahead of competitors such as PepsiCo Gatorade and the Coca-Cola owned Powerade. The latest marketing push by lucozade as well as much other energy drink manufactures targets young men aged between 18 and 30, the brands themselves are attempting to broaden their market specifically by aiming their sales towards demographics such as manual labourers consuming at more of a soft drink beverage as oppose to an energy replenishment source and as such 2.2 million out of a 5.5 million budget has been dedicated to outdoor marketing.

When examining Socio economic groupings an energy drink product will most likely fall ion with all bands from A to E as they are designed to be recreational products consumed during any form of activity which the vast majority if not all of the public engage in. geodemography allows me to determine that with regards to property value informs me that the recipients of the products are likely to be renting a one bedroom property within a built up urban area, Financially speaking they are likely to fall within the working class salary of 25-27 thousand English pounds per calendar year. However I feel as though this is the least effective way to determine target audience as financially viability has little bearing on this particular type of product due to its low retail price. When constructing a demographic profile the first area to examine I believe should be the broadest categories with this in mind my advert will encompass both genders and all ethnicities regardless of disabilities within an age range of 16-50. However being a sports energy drink product it will primarily target recreation and exercise enthusiasts.

When observing the marketing style of the advert it falls into the dramatic catogorie i.e. the advert is highly focused on selling the product as an after activity beverage to regenerate electrolytes and as such they have decide to incorporate an activity of particular physical excursion but in more of an ant mainstream format by examining contemporary, popping crump dance styles instead of traditional sporting activities. This ties in accurately with my physiographic and gedemographic estimates with regards to the type of activities. You’ll find similar themes in the marketing campaigns of other branded beverages such as Coca-Cola however they use financial affluence and well know celebrity endorsement to pull in extra customers when looking at one of their most recent adverts “Move to the Beat” for London 2012 they also fell into the Dramatic style. This advert takes advantage of the greatest sporting competition on the planet in which there are dozens of deeply globalised partners one such partner is Coca-Cola by using celebrity endorsement and Olympic competitors consuming their product it reaches every nation concerned thus advertising itself to all

the known world with its reputation and both direct and subliminal advertising you ll find the beverage practically sells itself.