Research

Age
Youth marketing is a term used in the marketing and advertising
industry to describe activities to communicate with young
people, typically in the age range of 13 to 35. More
specifically, there is the teen marketing, targeting
people age 13 to 17, college marketing, targeting
college-age consumers, typically ages 18 to 24, young
adult marketing, targeting young professionals, typically
ages 25 to 34. While frowned upon for teens and young adults,
another common way advertisers target the older youth market is through
product placement. Product placement occurs when a brand name
product appears in a medium not necessarily related to the product itself.
Companies often pay for their products to be placed in a movie or on a
television show. This act, while not an overt form of advertising, seeks to
target youth in a subtle manner.
My target audience will probably be within the teen market (13-19) as
those are the types of people who look for the latest trends.

Gender
There are obviously 2 genders, male and female. Gender advertisement
refers to the images in advertising that depict stereotypical gender roles
and displays. Gender displays are used heavily in advertising in order to
establish the role of one gender in relation with the other, and some
scholars argue that advertisers are obsessed with gender. Unfortunately,
in this day and age, women are objectified in the terms of media, meaning
that if a woman comes across as attractive, many people will remember
the advert because of the female that portrays the image. For my advert, I
will focus on gender equality and make sure that my advert is fair.
Masculinity in advertising
In advertising, men are often portrayed in the
following ways:

Alert and conscious of surroundings

Standing upright
Eyes open and looking around
Bodies are controlled
Mean expression on face
Gripping things tightly with hands
Hands in pockets
Serious

Physically active

Femininity in advertising
Portrayals of women in advertising:

Touching self
Caressing an object
Lying on the floor
Sitting on a bed or chair
Eyes closed
Not alert
Confused
Vulnerable
Body contorted
Dressed like a child
Holding an object or a man for support
Sexy and sexually available
Seductive
Playful
Careless

Socio-economic grouping
Social class as in class society, is a set of concepts in the social sciences
and political theory centred on models of social stratification in which
people are grouped into a set of hierarchical social categories, the most
common being the upper, middle, and lower classes.
Market Research agencies often divide the population into different
groupings, based on the occupation of the
head of the household, for the purpose of
drawing comparisons across a wide range
of people - it is used to see how people in
differing socio-economic situations react to
the same stimuli. The groups are most
often defined as follows:
A - Higher managerial, administrative,
professional e.g. Chief executive, senior
civil servant, surgeon.
B - Intermediate managerial,
administrative, professional e.g. bank manager, teacher.
C1- Supervisory, clerical, junior managerial e.g. shop floor supervisor,
bank clerk, sales person.

C2 - Skilled manual workers e.g. electrician, carpenter.

D - Semi-skilled and unskilled manual workers e.g. assembly line worker,
refuse collector, messenger.
E - Casual labourers, pensioners, unemployed e.g. pensioners without
private pensions and anyone living on basic benefits.

Lifestyle
Lifestyle changes have been increasing rapidly since the introduction of
media. Media films, television shows, magazines, and more recently, the
Internet (i.e. self-written blogs and popular websites) are the main sources
of lifestyle influence around the world. Lifestyle changes include how
people eat, dress, and communicate.
Celebrity endorsements are
prevalent. Lifestyle trends have
always been influenced by the
wealthy and famous, whether they
are spotted at leisure or in a paid
advertisement. At the dawn of the
media age, the newspaper, popular
magazines like Life, and TV allowed
the general public glimpse lifestyles
that before were only available to the
imagination. After its creation, the
Internet became arguably the most
powerful medium for spotting and influencing trends, not just by
celebrities but by the average person. The computer era has changed the
way people obtain their news, perspectives and communication.
Magazines are still popular, but advertisers now often supply a web
address where consumers can visit for more information than a print ad
can provide. The average American household has two personal
computers, making the Internet easily accessible.
Media affects how people diet. Commercials advertise special pills, juice
fasts, raw diets, and all-soy diets. Celebrities endorse food products and
diets that promise dramatic results in little time. Audiences are
impressionable depending on their age range.

Newspapers
General-interest newspapers are usually journals of current news on a
variety of topics. Those can include political events, crime, business,
sports, and opinions. Many also include weather news and forecasts.
Newspapers increasingly use photographs to illustrate stories; they also
often include comic strips and other entertainment, such as crosswords.
Most reporters file information or write their stories electronically from
remote locations. In many cases, breaking stories are written by staff
members, through information collected and submitted by other reporters
who are out on the field gathering information for an event that has just
occurred and needs to be broadcast instantly. Radio and television
reporters often compose stories and report "live" from the scene. Some
journalists also interpret the news or offer opinions and analysis to
readers, viewers, or listeners.

Magazines
Magazines are publications, usually periodical publications, that are
printed or electronically published
(sometimes referred to as online
magazines) They are generally published
on a regular schedule and contain a
variety of content. They are generally
financed by advertising, by a purchase
price, by prepaid subscriptions, or a
combination of the three. At its root, the
word "magazine" refers to a collection or
storage location. In the case of written
publication, it is a collection of written
articles. This explains why magazine publications share the word root with
gunpowder magazines, artillery magazines, firearms magazines, and, in
various languages although not English, retail stores such as department
stores.

Audio Visual

Audio-visual (AV) means possessing both

sound and a visual component, such as
slide-tape presentations, films,
television programs, church services and
live theatre productions.

Business presentations are also often

audio-visual. In a typical presentation,
the presenter provides the audio by
speaking, and supplements it with a
series of images projected onto a screen, either from a slide projector, or
from a computer connected to a projector using presentation software.

Internet
There is not one technical definition but the
general idea is that objects we don't
consider "computers" can receive and send
data over a network. The tech industry has
been touting this notion for many years but
cheaper sensors, wireless networking
technology and the emergence of powerful
cloud computing platforms have opened up
a number of new applications for smart,
connected objects.

Research into competitors

Understanding the competition is a crucial business activity for any
entrepreneur or business executive. Some companies hire professionals to
track competitors and assess the competitive landscape on a regular
basis. But it doesn't always have to be a
complicated,
time-consuming, and expensive process
-particularly given the new wealth of data
that can
be assembled using the Internet. By
investing even a small amount of time,
businesses of any size can develop a
framework for making competitive assessments,
gather
intelligence on business rivals, and understand how to
position
their own brand, products, and company in the marketplace. Not only can
you learn best practices from competitors, but you can also learn to avoid
the mistakes they make.

Research into market

Market research exists to guide your
business decisions by giving you
insight into your market, your
competitors, your products, your
marketing and your customers. By
enabling you to make informed
choices, market research will help you
to develop a successful marketing
strategy.
Market research helps you to reduce
risks by getting product, price and
promotion right from the outset. It also helps you focus your resources
where they will be most effective.
There are two main types of market research - quantitative research and
qualitative research. Quantitative research focuses on coming up with
numbers: for example, what percentage of the population buys a
particular product. It is gathered using surveys and questionnaires. You
can do simple quantitative research yourself by talking to your customers.
More in-depth quantitative research can be used to identify markets and
understand customer profiles - vital if you're launching a new product.

Time constraints
In law, time constraints are placed on certain actions and filings in the
interest of speedy justice, and additionally to prevent the evasion of the
ends of justice by waiting until a matter is moot. The penalty for violating
a legislative or court-imposed time constraint may be anything from a
small fine to judicial determination of an entire case against one's
interests.

Time constraints refer to the limitations on the start and end times of each
task in a project's critical path, which is the sequence of
tasks
that cannot be delayed without delaying the entire
project. Examples of time constraints include
completing a prototype design in time for a client
demonstration and completing a financial
audit before the fiscal year-end. Resource
constraints refer to the limitations on staffing,
equipment and other resources that are necessary
to
complete a project. Examples of resource constraints
include limited staff and equipment availability because of other ongoing
projects in a company.

Personnel
I will be working with myself and Robert
Eastwood.
Me: Video Editing, creating storyboards, dope
sheets.
Rob: Actor

RAJAR
Radio Joint Audience Research Limited, also
known as 'RAJAR' was established in 1992 to
operate a single audience measurement
system, which would be recognised by the
radio industry, including all BB, UK licensed
and other commercial stations. The
company is owned by the Commercial Radio
Companies Association, also known as
'CRCA' and the British Broadcasting
Corporation, popularly known as (BBC).
RAJAR is a great way for me to identify all
the detailed analysis and statistics of all the
channels that I may be able to feature my
show on. It offers insight of what percentage
of the population of a certain age group and
the average weekly rate of how many hours

they watch a specific channel for. With this in mind, it'll be easier for me to
identify which is the best channel to showcase my programme on.

BARB
The broadcasters' Audience Research Board
(BARB) is used by the BBC and independent
broadcasters to provide estimates of the
number of people watching programmes. The
data that is being produced includes which
channels and programmes are being watched
at a specific time, and a breakdown of the type of people who are
watching a particular programme.
BARB provides television audience data so that it is easier to identify what
type of people are watching the programme, and this is available for
analogue and digital channels received with the United Kingdom. The
information is obtained from panels of viewers from the selected
television-owning households, representative of each ITV and BBC region.
The data produced represents the viewing of the behaviour of over
25,000,000 households in the United Kingdom alone.

CAA
The Cinema Advertising Association (CAA) is the Trade
Association of cinema advertising contractors
operating in the UK. One of the functions of the CAA
is to monitor and maintain standards of
advertising exhibition in the UK and the Republic
of Ireland.
The CAA maintains a Copy Panel to ensure that all cinema commercials
are suitable within the appropriate guidelines. The primary function of the
CAA is to promote, monitor and maintain standards of cinema advertising.

ELSPA/UKIE
In 1994 ELSPA was responsible for
introducing the video games ratings to
the UK. The first voluntary age rating
system for any entertainment medium,
the system has proved extremely
successful. During its time over 95% of all
leisure software products complied with
the ELSPA voluntary code. Over 60% of all
games given an ELSPA rating by the Video
Standards Council (VSC) were rated as
suitable for all ages (i.e. given a rating of
age three and over). With more mature titles, the VSC would refer the
game in question to the British Board of Film Classification (BBFC) for
rating.
In October 2002 the Interactive Software Federation of Europe (ISFE)
announced a voluntary rating system to be used across Europe. Based on
the rating template introduced by ELSPA, the new system would
eventually become the Pan-European Game Information or PEGI rating
system. Readily adopted across the European countries in 2003, ELSPA's
original ratings were phased out.

Interviews
An interview is a conversation where questions are asked and answers are
given. In common parlance, the word "interview" refers to a one-on-one
conversation with one person acting in the role of the interviewer and the
other in the role of the interviewee. The interviewer asks questions, the
interviewee responds, with participants taking turns talking. Interviews
usually involve a transfer of information from interviewee to interviewer,
which is usually the primary purpose of the interview, although
information transfers can happen in both directions simultaneously. One

can contrast an interview which involves bidirectional communication with a one-way flow
of information, such as a speech or oration.

Questionnaires and Surveys

A survey is a data gathering method that is
utilized to collect, analyse and interpret the
views of a group of people from a target
population. Surveys have been used in
various fields of research, such as sociology,
marketing research, politics and psychology.
The survey methodology is guided by
principles of statistics from the moment of
creating a sample, or a group of people to
represent a population, up to the time of the
survey results' analysis and interpretation.
From simple polls regarding political beliefs,
to opinions regarding a new product versus
another, the survey method is proven to be an effective technique to
gather necessary information for the advancement of science and
technology.

Own Observations
In my own opinion, I believe that my advert
will be a great success as it will be just what
the people are looking for at this time of year.

Costs
I will need to pay for shoes, a camera, and possibly
any other props.

Resources

Resources are what we will need to create the

advert and trainers. To create my advert, I will
require a camera and a tripod to capture the
images that will make my advert. I will also need a
computer and the correct software to edit the
advert and put it together at the end when I are
ready to create it. As I am also creating my own
brand of trainer I will need to buy some plain
trainers and materials to create the logo and
design on the shoe.

Copyright laws
Copyrighting creative works is a legal
process that is subject to specific laws and
regulations. Understanding how copyright
laws affect the author, the work, and
those seeking to use the creative work is
important, for violating such statutes can
incur penalties by law. Though there are
various kinds of copyright laws that are in
place, oftentimes varying from country to
country.
It is important to know exactly what a copyright is in order to understand
how it is to be used or applied in a legal setting. Copyright laws in the
United States state that copyrights are legally exclusive rights that are
granted to the author or creator of a creative work. Among these rights
are the rights to copy, distribute, adapt, and amend the work. The right to
copy, under copyright laws, is often applied in terms of the right to control
the copying of copyrighted works, which means it prevents others from
copying the work without permission.

Legal and Ethical

Ethical requirements can be addressed at
individual and at societal levels. The way that
individuals are affected by the conduct of others
merits ethical consideration. The effects on a
person of being informed that his father died of
Huntington's disease (and that, therefore, there
is a fifty percent chance that he has inherited the
genetic mutation) can be personally and
profoundly harmful. The risk of harm to that
person becomes an essential ethical
consideration in deciding what information to
disclose and how to disclose it. That risk will need
to be balanced against the ethical interests in
respecting the autonomy of the person affected,
and their choice about whether to know or not.
The following list may be affected by Ethical
Requirements:

Race (black, white, Asian)

Sexuality (homosexual and heterosexual)

Disability (able bodied and otherwise)

Nationality (British or otherwise)

Class (working, middle or upper)

Regionalism (north and south)

Age (old and young)

As you can see, Aardman employees will be affected (Class).

Clearances
In the entertainment and media
industries, clearing a property refers to
the practice of securing permission to
use copyrighted material or personal
likeness, or researching a property to
ensure that there are no ownership
claims and disputes. This is a necessary
step in reproducing or appropriating work
such as photographs, songs, television
clips, or names.
Film and television producers quickly learn that getting clearances right is
crucial to the successful exploitation of their work. Without the correct
clearances, you can be prevented from distributing your work in certain
territories or over certain media, which in turn prevents you from earning
revenue.
Clearances also apply to individuals: for example, an actor's performance
in the film/programme must be cleared for all uses. This will normally be
covered in standard engagement contracts for actors.