Post 7: Research into Existing TV Commercials in Other Forms (e.g. Online, Print, Billboard)

I researched this in order to learn about other methods of advertising. Specifically looking for ideas about slogans and branding, as well as anchoring these concepts across advertising campaigns (in terms of how effective ones are effective). Many of these other forms don't involve moving images, so researching these will help educate me on how to appeal to the audience with just one image.

Just Eat: In this print advert, the slogan ’The food you really want is just tap away' is present in large letters, helping portray an important aspect of the Just Eat brand; the ease of use of the app, and how quick the speed of delivery is. An average seeming actor is used in the focal image which allows the audience to see that Just Eat caters too anyone. The colourful yet simple background, is very appealing, and creates positive associations with the brand while also causing the ad to stand out more and catch the eye.








This was useful to me as while it I am not doing a print advert, it helped me consider how to convey brand values in a single image rather than a full advert.

Post 6: Research into Existing TV Commercials (Other Genres)

I researched this in order to find general TV advert techniques that can be used to appeal to the audience comparing these against the food delivery service adverts in order to find similarities in ways to representing and branding as well as how to use inter textual links. I also looked at adverts that were seen as very memorable in order to learn how adverts can be memorable and persuasive.

M&S
Spend it well 2017
Makes the food seem extremely delicious through close up shots and sound effects as well linking these with beautiful scenery. This makes the viewer hungry, and of course they look straight ahead and see they can get food from M&S.








Cadbury
Gorilla
The advert is very strange, however it is extremely memorable. Through a combination of the great music (in the air tonight) as well as the weird situation of a gorilla drumming, the advert is still widely known and remembered.









I learnt from this research that it important to have something in my trailers that was memorable, and that the audience would be caught by. This could be like the close up food, or a weird gorilla. I especially understood that intertexuality was important, as a key part of the Cadbury advert is the well known music. Therefore I chose to use an intertextual link to The Great British Bake Off, a well known show relevant to the Channel 4 audience.

Post 5: Research into Existing TV Commercials for Take-away Food Delivery Services

I researched this in order to know the conventions of the existing market, and to understand different USPs and how these are portrayed. By researching existing services which are successful, and studying their conventions, it will make it clearer what is needed to create a successful brand. Also to discover a gap in the market that can be used as an idea for my delivery service.

Just eat
The song advert campaign: Balti rock, Man band, Madras.
The concept in all of this creates a brand image of associating something as ordinary as ordering food with something huge and exiting like an event. This is exaggerated through the big change from ordinary setting to the bright, musical and in your face scene. Suddenly breaking into a song after ordering Just eat makes the brand seem empowering.





Deliveroo
Eat more amazing
Shows the food moving around, as if it comes to you on its own. Links to the tagline of 'amazing food delivered' in that the food is so amazing it moves on its own. The advert also shows some of the restaurants it delivers from in the background. Together these two factors support the brand value of focusing on the food and its quality.






Grub hub
Everywhere
Advert follows the delivery driver finding his way to the multiple locations. The brand value of always getting your food to you, and stressing the effectiveness of their drivers rather than the food (opposite focus to Deliveroo). This is shown in multiple ways, one being how he delivers to multiple different houses in different weather and time of day, another being how he actively walks around the busy streets looking for the house, stressing the eagerness and effort that the drivers have to deliver your food.




I learnt from these adverts that it is important to focus on an aspect, for example the food or driver. This will help present the brand values and allow the audience to associate that aspect with my product. I chose to use situations, and that Your Food will help in any situation.

Post 4: The Target Audience (Males and females aged 16-25)

I researched this in order to know what the audience wants and therefore what ideas would be good  to include in the adverts, and to discover their current thoughts on existing take away food delivery services, whether they use them and which they prefer.

Our target audience is unisex people of age 16-25 years old. I did research into the different kinds of people and their opinions on food delivery services. My research was made through a group, made up of a person of each gender for each age, therefore a total of 18 people, the questions above. Most people in this category, do not have a large income, and therefore cannot spend a lot. Due to this when looking for a food delivery service they will be looking for something cheap. Therefore, when it comes to take-away food delivery services, the cost is a very important factor. In this category, those who are on the latter end (25), begin to be looking into food that is better quality and healthier, and might choose their main food delivery service depending on this. Even though this target audience will have varying amounts of free time, when they think of the industry, they instantly think about the ease and speed of the service.  If the service has a difficulty of use or is too slow, they will tend to move onto another method of procuring food. Therefore I can conclude that for my own brand it is a necessity to advertise the high speed of the order, and the extreme ease of use of it. Also, many of them like to be able to get their food anywhere, whether they're at their own homes, at work or at a park e.t.c. and so I believe it is key to advertise the idea of my service being able to delivery in any situation.

This research helped me a great deal in finding a unique selling point for my brand, as I knew what the most important aspects were for the target audience concerning take-away food delivery services, namely, speed, ease and situation.

Post 3: The ASA BCAP Code

I researched this in order to understand what i could and couldn't do or present in the product, to avoid any offence. And prevent having to change anything post production due to this.

Rules that I found relevant to my project...
It has to be recognized as an advert.

Shouldn’t be harmful or offensive, physical or mental, especially children under 18. E.g. no safety hazards, efforts to stop bullying

Have to be socially responsible when representing cars

No distressing images, sensitive people are watching

It can’t be misleading

Can’t hide important info

Shouldn’t make claims they can’t evidence e.g health claims

Shouldn’t encourage or condone poor nutritional habits

shouldn’t condone/encourage excessive consumption of food.

Can’t advertise alcohol to under 18

Those above rules have been very useful for me as I have a much clearer view on what is allowed, and this has given me a simple checklist of what to make sure any ideas I have follow.

Post 2: Channel 4

I researched this post in order to understand the shows on the channel, the scheduling that suits the target audience and the type of ads shown to the audience. This allowed me to understand the brand values and their audiences and methods to appeal to them, especially how they reach the youth audiences and which channels are best for this, in order to construct my adverts around the channel.

What I learnt included...

Channel 4's remit:

1. shine light on stories not told elsewhere

2. to innovate and take creative risks

3. Inspire change in the way we lead our lives

4. Stand up for diversity across the UK

Regulator:
Ofcom

Shows:
large variety of shows, with many intended to engage a predominantly younger audience, which is a larger cross over with our audience.
The Simpsons, Hunted
The Great British Bake off broadcast in the 7pm to 9pm weekday prime time slot. Gaining a regular 10 million viewers. I will place my adverts here as it is one of the largest shows on the channel and is something that has a large target audience also crossing over with mine. Not only for the show, but also the slot is the prime weekday time, which is very useful as my audience has a large difference is down time, and the prime time slot is the most likely time they will watch television, therefore ensuring my adverts have a large reach.
Adverts screened around these times tend to have an alternative feel, and are generally innovate and take risks, following on from the Channel 4 remit.
I will schedule my adverts around that prime time spot, linking to Bake off as well.

This research was very useful as it allowed me to come up with ideas for my advert that link to channel 4, as well as find appropriate times to place them.

Post 1: Existing Take-away Food Delivery Services/Industry

I researched this in order to know the conventions of the market, to know how USPs are conveyed and to understand brand values. I did this by looking at different food delivery services and finding their unique selling points.

What I learnt included...

Services:
Just eat, Deliveroo, Uber Eats

Sources:
Each services websites and apps.

Method:
Enter your postcode, choose your restaurant and food, then you have it delivered then pay (or vice versa), then can leave a review. The easy steps on the app make food delivery fast interactive and appealing. Just the fact that you can order so quickly and easily is appealing.

USPs:
Just Eat - vast variety of choice (however there is controversy over selling from low hygiene rated shops

Deliveroo - Good food (high quality)

Uber Eats - Able to track the driver and know exactly how long the food will take. Some enjoy watching the progress of the car.

This research has allowed me to follow the general conventions of the market making the brand image for Your Food convincing, with the ease of order and delivery times. This also allowed me to start thinking of and planning out an effective USP for the brand.