Category Archives: Coursework from Third Year

Coursework from my third year of university

Dissertation

My dissertation, of which I got a first on!

Consumer Attitudes towards Advertising and other Promotional Tools during Post-Modernity (2626231)

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Audience profile & recommendations

Audience profile

Age: 20

Gender: Either

Faculty: AD or EC

Students who are proud of their university like Source. If they have the skills they like to support the station technically. If not, they interact online with the station. They aren’t regular listeners but when they do it is either before or after lectures. They enjoyed chart hits, rock and indie music but also occasionally listen to dance or rap. They like music to be a main feature in their radio listening but enjoy chat from presenters and news bulletins.

 

Ways to improve Source

  • Better communication of it’s existence
  • Make it clearer how to listen
  • Put the ‘listen now’ link on sites that get most student traffic whilst they work – Moodle, Portal, Locate.

 

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Filed under 341MC, Coursework from Third Year, Source Radio - Assignment 7

McCan Erickson – Persimmon Homes

Brief for Persimmon Homes Easter campaign:

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Filed under 341MC, Coursework from Third Year, McCan Erickson - Assignment 9

3 Festival Stand

The 3 phone network aims to challenge the way that people use their mobiles and think of innovative ways for people to use their phone networks to make their mobiles more enjoyable. This needs to be reflected in the stands for 3 which we are to be set up at festivals (for the purpose of these examples we use Reading Festival). We came up with some fresh ideas which will help 3 to advertise and market to new potential customers:

1) A lot of people enjoy taking photographs at festivals and so we could offer a professional photograph which would then be uploaded to the 3 Facebook page. Alike to those taken in nightclubs, they would have the 3 logo and “Reading Festival” in the corner which would then be seen by the friends of people tagged in the photos.

2) A giant inflatable number 3 will be thrown into the crowd, which will then start to surf over the crowd so that when people watch the festival on television or on the big screens they will be reminded of the brand again, which mean low-cost television advertising as well as fun for people at the festival.

3) The data challenge- we challenge the festival public to try to use all of the minutes, internet data and calls available on the free Sim cards we provide throughout the festival time period (3 days): the people who use most will win the first few months of their next 3 contract completely free. This will help spread word that the 3 stand is actually present at the festival and encourage people to sign up to contracts if they are winners. If they are not winners, we may still have their details such as their emails or phone numbers for future marketing.

4) People are challenged to give out 3 wristbands and have to take photos of people wearing 3 wristbands which will also be uploaded to Facebook- these ‘ambassadors’ will receive a few months contract free and the people they take pictures of will have professional photos too.

5) ‘Free 3’ wristband. Wristbands are given out to festival goers that cannot be removed. If they wear for the duration of the festival, then they go to their local ‘3’ store and get free data of their choice; calls, texts, internet or a Wi-Fi dongle with internet data on. This means they are wearing it around the festival and promoting ‘3’ and consequently get something when they’re home for doing it.

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Filed under 3 - Assignment 2, 341MC, Coursework from Third Year

Answers to brief questions

What is a landing page?

A landing page aka micro-site is a mini website and landing pages are used to segment your product or message from the rest of the pages on the site. The landing page is dedicated to the product or concept it is selling and it contains supporting documents and pages based around it. The pages sole purpose has to support the main concept or theme.
The landing page can be accessed via a link added onto another page, like an extension onto the intial page the user is looking at and relevant to the advertisement or link.
The idea behind a landing page is for the user to access concentrated information about a specific concept or item, and to convert interface users into sale leads. Marketers can also monitor the interest of the landing page through analyzing viewer activity and click-through rates, which will determine the success of the ad.

What product is the landing page for?

The landing page is for the Logitech m600 mouse. The concept around the m600 mouse is that users can navigate around interfaces using touch surface instead of clicking buttons. Other features include Flow Scroll software that enables users to experience the same sensation of scrolling that can be experienced when using a touch-screen Smartphone. The mouse is ambidextrous for easy usability; the mouse itself is designed with smooth edges for a sophisticated finish and designed with comfort curves to fit in the palm of your hand.

How many landing pages do we need to create?

There can be stages to the landing pages development, much like drip advertising for the product. For example the first landing page to be launched prior to m600 mouse being available could be for creating awareness about the product, highlighting when the product is on the market and encouraging anticipation for the items arrival onto the market. A second landing page could replace the original design and can consist of testimonials that act to reinforce the products credibility of real consumers who have bought and are impressed with the product with a ‘Buy Now’ ‘Available Now’ theme. So, there would be two landing pages needed for each website the landing page is featured on, with the first landing page ; ‘coming soon’; being replaced by the second one; ‘buy now’.

Decipher what the client is asking for in the brief?

The client is requesting the creative team to design the interface for a landing site, promoting the new Logitech M600 mouse. The client has established that there are two designs required, one promoting ‘coming soon 15th April 2012’ and another promoting ‘Buy Now’. This landing page will be attached to three websites but with different logo tags: www.currys.co.uk, www.pcworld.co.uk and www.dixons.co.uk.

For continuity, the client wishes to keep the same colours incorporated with the mouse on both pages, with the same ‘New and Exclusive’ message. The client has established that they would like the body copy of the interface to be at the lower end of the landing page, and the page must incorporate multiple photographs of the mouse and the product in use.
The feature text has been supplied already, and the client wants a “pre-order now” call to action button button on the coming soon site and a ‘Buy now’ call to action button on the second site.

Think about what the client is expecting from the creative and what should be visually executed?

Initially, conceptual sketches will be drawn by the creative team to establish a layout format for the first and second site. Multiple layout formats and styles will be experimented with and a small selection of 2D graphic templates will be presented to the client for initial feedback. At the early stages, it will be important for the creative team to establish that their visual concepts match those of the clients’ expectations, and to ensure the creative team haven’t wandered off from the brief.

After these sketches are reviewed and feedback is given, the creative team will turn these sketches into digital dummy pages to demonstrate how the interface would flow. This process will better illustrate how the audience will link the relationship of each element on the page together (e.g. from text to images). This process may be the longest as the client will be updated with developments and required to give feedback on the pages development. The creative team will adapt any areas the client isn’t pleased with from the text size to the colour of the font.

List down any information that you might be missing from the brief which you will need to successfully complete this project?
– The price of the product.
– Can we have full access to photographs of the item in use to select the best visual pieces for the pages?
– Would the client like anything else mentioned on the body copy? Do we have creative license over the body copy used except the text that has already been supplied? – is there a headline or a subhead line the client would like the creative team to use?
– Pre-order now, Buy it now – where can the customer receive this product? Will it be reserved in their local store or sent directly to their home? Is there a delivery charge for this item? Would it be advisable to include a ‘find your local branch now’ page so the customer can go and see a demonstration of the mouse in real life?
– Can we have access to any testimonials to encourage product credibility? This is especially important when consumers participate in high-involvement purchases.
– Does the client want the landing page to reference the original website? For example, does the client want there to be a link that reverts the user back onto the original website, or does the client want to encourage viewer traffic to another webpage?
– Swatches – can we have the list of colours the client would like the creative team to use?
– Does the client want the ‘call to action’ button to stand out from the rest of the interface? After all, the call to action button is considered the most important element to the webpage as the brand tells the audience what they would like them to do next.
– Does the client want a section of the landing page where the audience can sign up for marketing material for the product or brand?

Once you have all your information, what do you think is the next step?

After receiving answers from our questions, the creative team would like to begin the initial conceptual sketches, defining the layout and format of the two landing pages.

Further problems with the brief/revisions to be made:

Mostly all aspects important to the client have been covered, we already know what the ‘call to action’ buttons are and how the site aims to movitate the consumer. We already know the colour schemes, so the only addition possible is if there could be an exact swatch to get the corporate colours perfect on screen. We know the date of the product launch, and we know that the ‘coming soon’ page goes live asap, we don’t know the price, we know the USP. Creatives need all the visuals such as photographs and a better idea of what bodycopy to include, we need to know whether or not we have free license of this or is it restricted.

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Filed under 341MC, Coursework from Third Year, Logitech m600 Landing Page - Assignment 6

Lynx television advert

The concept around the Lynx TV advertisement was endorsing gender stereotypes and making a light-hearted role-reversed advert. The creative team looked to take a typical concept “spray this and the women will want you” and turn it in the woman’s advantage where you can “spray this and the man will notice you”. In this advertisement the woman is clearly seeking attention from her male partner, who is distracted and engrossed in his Xbox game. He acknowledges her briefly but ignores her signals and continues with his game.
In the next frame we see her leave the room, irritated and disappointed, the next still see’s her rummaging through her bedroom drawers for something more aesthetically pleasing to wear.
After rummaging through her drawers and finding nothing, she finally strips down into her underwear and sprays “Lynx for women” across her body. She returns into the main living room in front of her partner who instantly takes notice of her presence.

The concept echoes many girlfriends’ thoughts about their gaming partners, and during this gamer-mode nothing except food and needing to urinate will get them out of their chair and away from the TV. We looked to use Lynx as an ice-breaker between the two genders, who are both sexual beings, with similar needs. The only difference is women’s sexual needs aren’t necessarily so bluntly put forward, however that aspect in itself will attract male viewers as well as women broadening the consumer spectrum.

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Filed under 341MC, Coursework from Third Year, Lynx - Assignment 4

Questionnaire Results

35 respondents were asked 10 questions via email; of which a sample is included in a subsequent post; these are the results.

Just under 68.6% of respondents never listen to Source radio. Of those who listen, just under 73% listen less often than a month and the rest monthly.

 

The most common answer was that they did not know how to listen (50%). Of the second and third most popular answers, one was a result of miss-communication in that it has not been made obvious to them how to listen and the other of a busy student lifestyle.

 

In order to establish what people might like to hear or what might make people listen to Source, they were asked what they like to hear on the radio. Just under 68.6% said music is what they like to hear most on the radio. Talk shows and news were equal at just over 17% with chat from presenters voted for least at just under 8.6%. And no-one likes to hear dramas or programmes broadcast.

 

In this question the respondents could choose multiple answers. The top three choices of music were chart, rock and indie. This suggests that in order to gain more listeners Source should play more indie and rock music as well as chart hits. At just over 9.5% though, dance and rap should also feature on a show.

 

Nearly 64% said they listen to Source during the afternoon. This is presumably when they are doing coursework and have their web browsers open.

 

Of those who listen, nearly 82% said the thing they liked most about Source was that it was made by their university. And the other just over 18% said they liked the presenters.

 

Out of the listeners, it is an equal divide by how those who have got involved did so. People have been involved by supporting the station in technical and by contacting the station via the internet.

 

There was one more female respondent, showing no difference in listener gender.

 

The majority of respondents were 20 years old, (48.5%) suggesting that it is second year students that listen to the station. Presumably because first years may not have heard of Source and third years are too busy with coursework.

 

The most popular faculties that students belong to are Art & Design and Engineering and Computing. Nearly 43% are AD students, presumably because the station is made in their building, thus communication of its existence better. At 40% EC students are the second biggest listeners, possibly as an escape from their intense courses.

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Filed under 341MC, Coursework from Third Year, Source Radio - Assignment 7

Email

Hi!

Now we know you’re all off home for the Easter holidays and the last thing you want to be thinking about is uni, but we’ve got one last thing for you to do before you go off to enjoy home cooking…

You know that radio station that’s on in the background, that you never get round to listening to properly? Well it’s called Source and it’s yours.

We want to make it fabulous for the new term. All we need to know is a bit about when you listen to it and if not, why not. Just click here to answer a few quick questions (promise, it will be quick) and you can have a shiny new radio station that as Cov Uni students, you can be proud of!

Thank you!

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Filed under 341MC, Coursework from Third Year, Source Radio - Assignment 7

Questionnaire

Link to questionnaire:
http://www.surveymonkey.com/s/T27FWG8

questionnaire

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Filed under 341MC, Coursework from Third Year, Source Radio - Assignment 7

POS

The ‘Meal Deal’ at point of sale can appear confusing to some customers as they assume the only products in the deal are the ones displayed on the ticket despite the products having stickers and the shelving being colour-coded to inform them further.

A solution to the confusion could be to remove the product images from the ticket and replace with a colour coded sticker system. The main’s could be red stickers, the snacks green stickers and the drinks either black stickers or ‘black bay’ – the shelf tape coloured black.

The ticket could then display that mains are ‘any red stickered product’, the snacks ‘any green stickered product’ and the drinks ‘anything from the black bay’/’any black stickered product’. This would then mean the customer would not have to look at the ticket to see which products were in the deal, but on the shelf to look for appropriately coloured products. Therefore items moved about the shelf would be easily identifiable to the customer.

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Filed under 341MC, Coursework from Third Year, The Co-Operative - Assignment 8