Pitch Evaluation
In our pitch we talked about our chocolate advert idea based on the different types of audience research we had covered, by doing this research it gave us a target audience and a rough idea as to what our own advert would consist of. The primary research we had done was quantitive and was a questionnaire to find out a little bit more on what audiences prefer and like in a chocolate bar advert. This put us in the position to adjust our idea and make it relatable to the audience in as much detail as we possibly could. In our actual pitch when presenting we were very clear on how we had found the information we had gathered. We showed this on slide 12 where we presented the questions we had asked random people with different ages so we had covered all of the audience. This was very helpful.
Our target audience that we had decided upon would be 7-30 year olds and the socio economic class that we would aim the advert towards would be of D-E's. This is because from or research we found that Cadbury Wispa is a family brand and is very affordable. It is usually sold in shops such as Tesco, Sainsburys and Asda. These shops have very affordable items and can are well known for being family orientated. This is why we had decided to sell it at these stores instead of a store such as Waitrose. Selling it at a shop such as Waitrose would not be suitable as our socio economic class aren't likely to shop there and it wouldn't be within their price range. This is very important to consider because it would effect our sales and it wouldn't really come across as appealing.
Our advert idea that we had decided to do would be the genre of Humour as we found out in our audience research that that's what most people liked in an advert. By making the advert humorous audiences will be able to engage with the advert more and remember it as it will stick in their heads. We spoke about this in our pitch that our advert will be humorous and why we chose that idea.
Our target audience that we had decided upon would be 7-30 year olds and the socio economic class that we would aim the advert towards would be of D-E's. This is because from or research we found that Cadbury Wispa is a family brand and is very affordable. It is usually sold in shops such as Tesco, Sainsburys and Asda. These shops have very affordable items and can are well known for being family orientated. This is why we had decided to sell it at these stores instead of a store such as Waitrose. Selling it at a shop such as Waitrose would not be suitable as our socio economic class aren't likely to shop there and it wouldn't be within their price range. This is very important to consider because it would effect our sales and it wouldn't really come across as appealing.
Our advert idea that we had decided to do would be the genre of Humour as we found out in our audience research that that's what most people liked in an advert. By making the advert humorous audiences will be able to engage with the advert more and remember it as it will stick in their heads. We spoke about this in our pitch that our advert will be humorous and why we chose that idea.
The secondary research we had done was looking at previous Wispa adverts and other chocolate adverts similar to the bar just to see the success they had and what conventions they had used in order to be so successful. We had done this to see if we could get a rough idea as to what other adverts do so we could either use or distance ourselves from being too similar. As we want our advert to be unique and memorable we decided to not be too similar in our adverts like the other chocolate brands. With our secondary research we found that our "competitors" 'Galaxy' usually used attractive women in their advert in usually a very luxurious place eating the chocolate looking very seductive, taking that into consideration we decided to use a woman however she wouldn't be represented in the same way, instead she would be appealing to many of our audience as she is a mother struggling with her child trying to get her train. This shows our advert is different and unique to our competitors.
There were also some legal and ethical constraints which affected our thinking when it came to our advert. The ASA are the advertisement standards authority would have many constraints to check if we are breaking any rules of advertising such as misleading information, inappropriateness, nudity, showing health in a negative manner etc. Since we are aiming our advert at young audience we have to take into consideration the things we can have in our advert. We will be showing the advert before the watershed as young audiences will be able to watch it too. And we decided we will show it on channel 4 in between The Simpsons. We chose this because we think that it applies to all our viewers and it is shown at an appropriate time.
Our brands ethos is orientated around family and making the people feel the pleasure of tasting their chocolate. In our pitch we conveyed this clearly on slide 5 explaining the company Cadburys ethos and the brand Wispas ethos. This enabled the viewers to understand what our chocolate company/brand is about.
in terms of our mode of address we were very clear on what we wanted to say and how we came across. The audience knew what we were saying and understood what was our goal. We distributed different slides evenly to each other and ensured all of us had a role in what we were saying. The feedback we got back wasn't initially on how we presented but on what our actual idea was. Many didn't understand the idea we had as we could have gone into more detail about it. So that is one thing we could have changed.
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