Hello my name is Rashae Joseph I work for connectscast my brief

was to create an advertisement for fact that has an anti piracy

message. My brief was to make an anti piracy campaign which is 30
seconds long to an audience aimed at 18-25. I have completed
audience, market and production research to help inform my
advertisement
Audience research is where you find out information about your
audience. This is done to gather, knowledge mainly used with
television networks to measure their target audience. Then we can
target the product right at them.
I was able to make a vox pop using 4 people; to gain a better
understanding of the topic creating a snapshot of public opinion this
was part of my primary research. The benefits of this was to find out
their perspective on the topic which they may not usually be
exposed too and use that information as research. The downside to
this was that the topic could then lead to the person going off topic
or getting confused at the question theyre being asked. The most
common answer that I find out during my research, was some of the
people didnt know that piracy was illegal also did not know you
could be arrested for. This was a bit shocking as I find out during
my questionnaire research the same sort of answer. Therefore Im
going to make it really clear that piracy is illegal.
As part of the second part of my research task, I created a focus
group also consisting of 4 people this was more of an effective form
of research, as I was able to hear several points of view. The
benefits of this was it was able two create a broader range of
information also an individual can make a point where they can be
bounced of by others carrying the conversation further. The
downside to this is that there can be disagreements and irrelevant
comments made. The other questions I asked was have you ever
looked online for pirated content; a majority said that they have
done. Since I know that everyone has done it I dont have to be shy
about the subject. Also If they thought anti piracy advertisements
are effective, most agreed that they werent.
The overall audience analysis gave myself a better insight on how
they consume their media whether its music videos, films and so on.
This is important as I was able to use the data I collected to form the
basis of my questionnaire. When learning a bit more about my
volunteers interest I found out the following when asked where they
watch their films most watch it at home or on their devise. Also
when asked what film genre they prefer most opted for action or
comedy. Also when asked about what type of music they listen to
most preferred hip pop.

I made a questionnaire, which is primary research, which was on the

topic of anti piracy. This had questions like piracy is illegal and you
can be arrested for it would you still do it? The results of the
questionnaire were mixed most opting for the question of do you
watch pirated films which was a yes.
The patterns I noticed were that each ant piracy campaign
approached the situation in a different way, whether it was in a
comical, naturalistic or bizarre way.
The benefits of existing products into social media campaigns were
able to conduct secondary research on anti piracy videos. The
benefits are that I was able to take screenshots off anti piracy
videos and analyse them. The downside to this was it could be a
long reparative process.
Similarly to existing products into social media campaigns,
competitor analysis was also part of secondary research where I had
to weigh up the strengths and weaknesses of potential competitors.
The benefits on this were that I was able to collect qualitative data,
which helped me going forwards. The downside to this was it is a
long process.
For the advertisement placement I had to conduct secondary and
quantitative research. As I had to collect data on tv ratings and their
target audience such as E4 and itv. I did this buy using BARB (British
audience research board). The benefits of this were I got to write
about what show the highest popularity using the research I
collected. The downside to this was it was a little difficult to find the
data at first.
To advertise at a 30 second slot on E4 the cost per spot during the
E4 early peak slot ranges from a low of approximately 200 to a
high of around 8,500. To air it on Itv it cost per spot during the ITV
1 breakfast slot ranges from a low of approximately 7,000 to a high
of around 50,000. To air on Mtv the cost per spot during the MTV
early peak slot ranges from a low of around 10 and a high of
approximately 250. To air on viva the cost per spot during the Viva
early peak slot ranges from a minimum of 10 and a maximum of
approximately 1,250.
ThechannelIwillairE4isaBritishTVchannelthe'E'inE4standsforentertainment
andisaimed1824yearold,TheiraimistocreatethemostcuttingedgeTVfor
youngerviewers. Which ties in with my brief.

Lately, I conducted production research were I mind mapped 3 ideas

thinking about how effective I could make them, so depending on
what mind map I chose it stresses the danger of piracy. I then
developed this further by drawing out 3 storyboards based on each
idea.
I first researched mad a mind map then developed each 3 of my
ideas into a detailed storyboard; I then scanned each storyboard
into blogger. The next step was to cut out the storyboards and make
an animatic, which I took photographs of and made a short clip
from. I then made a budget for the advertisement using my
treatment document.

Budget:
Camera: Canon5DMKIIHireandRental90.00Deposit:400.00
Tripod:ManfrottoLightweightVideoTripodHire
20.00Deposit:100.00
StudentfilmingNationalrailfilmingandlocationfees
Crew size
2 hour rate (2 hours between 10am and 4pm)
10am until 4pm) Prep / Strike
up to 10
activity

75

250

Daily rate (6 hours between

Upon negotiation and

Editing: 50.00
Boom Mic - 20
Camera Man - 375
Location - 150
Editing - 50
Actor - 75 x3
I have had confirmation that I am eligible to use the train for filming, I will be filming for 2
hours that will cost 75.00.
My final budget is 1,505 the reason for this is as it has a better resolution and exposure, this
means it will let in more light also having a better depth of field, also has a good resolution so
the final product comes out looking good.

Treatment upon request.

Thank you for your time.