My advertisement idea for the 30 second advert targeted towards 16 year olds ( Theme Parks ).
Primary and secondary research examples:
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Primary Research:
Observation- watching how the general audience behaves and can potentially leave questions unanswered.
Surveys, interviews, focus groups and test marketing.
Observation- Watch how costumers behave, this provides an insight. However, it can leave questions unanswered. An observation can work well within retail markets, sitting outside a shop and watching how many people walk by will help to gain an average amount of people who will be interested at looking at a window display e.g. poster, advertisement, offer.
Postal Surveys – The surveys are usually sent to an address that has been requested for the supplier who completes the form to send back to the pre-paying customer. Usually cheap a postal survey covers a wider region that avoids the potential for interviews.
Response rates which is the proportion of people who have completed the survey are usually low in figures this causes the surveys to take longer than usual.
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Telephone interview Not to be confused with "telesales" (which is a method of selling), the telephone interview allow quicker feedback than a postal survey. However, potential customers are often wary of being called and may be reluctant to give anything other than short answers.
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Online surveys Increasingly popular and relatively low cost, online surveys are widely used by small businesses as a way of capturing the views of existing and potential customers
Face-to-face surveys Personal interviews conducted face-to-face. A costly, but good way to get detailed insights from an individual point of view.
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Focus groups: groups of potential customers are brought together to discuss their feelings about a product or market. Focus groups are a good way of getting detailed information about customer tastes and preferences
Test marketing involves selling a new product in a small section of the market in order to assess customer reaction. For example, a start-up could start by selling to a limited local area in order to iron-out product issues. Software firms often test-market their products by offering "beta" versions for testing by a small group of potential customers. Test marketing can be a good predictor of a new product or service and how it will be received by a larger market despite secrets needed to be kept from other candidates.
Secondary Research:
Books: Information you’re looking for already exists as others have gathered together to find the most important information taken from primary research.
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Internet: information is readily available, a quick and low cost, helps guide the focus of subsequent data being pre-conducted.
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Gathering Data and identifying the what and where: internal secondary data commonly uses a breakdown of a variety of categories.
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Analyze the data: might be the only available source of specific data that is on offer for the information you’re looking for.
Cons of Secondary research: not 100% you must not just take information from one website but from multiple websites to make sure your choice is clear and correct.
Information can lack specification or can sometimes not address the question of concern.
Some secondary data may be out of date or unavailable.
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Internal secondary data e.g. sales reports and customers databases will only describe existing customers research.
Lack of primary research will lower your chances of a better wider audience participation.
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Reflection for my research:
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My primary and secondary research have helped to have an insight of which theme parks are preferred over the perhaps others that some people may not of heard of , this could also attract the public that may go to theme parks a lot more than most. For example Drayton Manor is aimed towards the younger generation and some newly made parents that may want to take their young children out for the day. From my responses it gives the impression that the majority of the public prefer Thorpe Park to Chessington, the 90% of my responses will then prefer Stealth, Saw and Colossus rather than Dragons fury, vampire and Scorpion Express.
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The media and newspapers may have their own thoughts and opinions i.e The telegraph may say that Blackpool pleasure beach is the most popular theme park in the UK whilst THE SUN may say that its the least exciting and say that the most popular
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Mind map amongst my 3 ideas:
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Pre-Production process:
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plan/proposal: My factual production is based around theme parks, i plan to include all major theme parks located within the UK and why they have been brilliant tourist attractions for over 50 years. In my advert i plan to print out various theme park logos and explain why each of them are different and how each can be aimed at particular audiences for e.g. Chessington ( ages 6-11) , Thorpe Park ( ages 12- young adult) and Drayton Manor ( ages 1-6). I will then explain why these theme parks have been recommended by others and what positives and negatives they bring when visiting. As a example, Alton Towers hotel which you can stay at overnight and have the park to yourself for a few hours in the morning can have the positives such as staying at the hotel can be a way of accessing the park before it actually officially opens, however staying in the hotel overnight may include limited spacing and the feeling of unwelcoming to the public and that will include uncomfy bedding, be sure to read reviews online before you make the decision on whether to stay overnight or if the majority of the reviews are negative then its best to find somewhere else. Any discounts or limited offers i will try to include within this can include perhaps 50% off for children under 5 or limited edition prizes to be won after the day is over they'll be gone and will never have the chance to be won again. The ending i will plan to sum up why the public should act on these offers and how it can benefit others that either have never been before or perhaps the lazy members of the public that just stay at home particularly in the summer when the theme park attractions reach its peak.
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Storyboards:
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Post production :
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My factual production advert : https://youtu.be/brAiiewhEkc
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Evaluation:
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Positives:
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My factual production that was based on theme parks in my opinion went well. I was able to record and edit to the ability that i feel is suitable for the advertisement. My recording took quite a while to set up and longer than i had imagined. It took a lot of takes for me to get my words in order and have a finished production that i am happy with. My advert ended up being just over one minute, this included me describing the best locations and offers from the best reviewed and requested theme parks. It was my idea to print out the different locations of theme parks and to include their best attractions and rides that are the main feature within the theme park , e.g. Stealth located at thorpe park and Shockwave located at alton towers. Throughout my advert i go onto to compare the various eye-opening attractions and why the general public shouldn't waste the summer being tired, drained and bored they should have a fun day out with friends, relatives and families and that they should visit again asap.
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Negatives:
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I wasn't given enough time to think thoroughly of my specific topic , i had multiple ideas on what to base my advertisement on this including: different varieties of drinks which were going to demonstrate the different amounts of sugar, fat and carbohydrates. My other idea was to compare the diferent genres that are featured within films and why it is different compared to others for example- horror features gore, blood and violence. However i realised that my best option to film my advertisement on was theme parks as i knew i had various options to base it around e.g. thorpe park, chessington and alton towers.
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Primary and secondary research feedback:
Primary research feedback ( theme parks )
Analysis- From the 10 gathered responses, 100% of my responses have been to a theme park. 60% of my responses have have been to a theme park outside of the UK compared to the 40% that haven't. When asking the public about what was their favourite rollercoaster they have been on their were some mixed responses- Saw the ride which is located at Thorpe park resort had the most popular outcome at 20%. The rest of the opinionated answers from the public ranged from 10% which voted for the smiler and 10% which voted for the vampire ride. I asked for comparisons between chessington and thorpe park to see which out of the two was more popular, at 90% Thorpe Park abliterated Chessington which only stood at 10%. My responses showed that the opinions on why they chose that ride were different as some said it was the adrenaline rush whilst others said that it was the height along with your feet dangling in the air. Recommending theme parks came out as a majority of yes which was at 70%, maybe at 20% and no at 10%. the favourite features of a theme park ranged from the different places where u can eat as well as there being an ambush of people queuing for the main rides. 60 % of my responses said that they had won a prize at a theme park compared to the 40% that haven't as well as wasted some money towards it. Finally the big question to all my responses was which was your favourite theme park you've been to with Thorpe Park coming out the winner with 30% , Disneyland with 10% , Alton Towers with 20% and the rest with the majority of 10%. This response will help me to decide what to base my adveert towards and to add comparisons of other maybe not so well known them parks that exist.
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SECONDARY RESEARCH FEEDBACK:
THE BEST THEME PARKS WITHIN THE UK ( no particular order ):
http://www.telegraph.co.uk/travel/family-holidays/uk-best-theme-parks/
1. Drayton manor: This Staffordshire based theme park includes rides for all ages but stands out for having a winning formula for young families with its expanding the Thomas the tank engine section.
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This part of the park is dedicated to the beloved Thomas the tank engine and gained a new ride in 2017 with James and the Red Balloon. Besides the train rides on offer, Sodour classic car rides and appearances from the Fat Controller himself (among other attractions) super fans can now stay in Thomas and Friends family hotel rooms. Furthermore, the family-owned park retains a more traditional day-out feel with a clutch of thrill rides joined by a more sedated zoo, including a group of photographical meerkats.
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The 286-acre site is set in woodlands but the main village feels compact enough for little legs to explore making it well suited to pre and primary school children.
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2. Paultons Family Theme park: On the edge of New Forest National Park, in Hampshire, Paultons Family Theme Park sits in 140 acres of parkland. It is home to Peppa Pig World, as well as 60 rides and attractions, and it is best for families with young children.
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3.. Chessington world of adventures: Chessington is overshadowed by Thorpe Park and Alton Towers in terms of big rides, but this attractions park in Surrey has injected novelty this year with the launch of its exclusive Gruffalo River Ride Adventure, cementing its status as a family-friendly destination. Bringing to life the popular Julia Donaldson tale, this immersive recreation of the mouse’s journey through the deep dark wood adds some storybook magic to the more standard theme park offerings found here. The park’s zoo and Sea Life center provide added family value, with animal-based attractions including monkey walk-throughs and the Safari experience. Thrill seekers who are more interested in big hitter rides than the activities and themes on offer in between them may be disappointed.
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4. Legoland Windsor resort- If you're looking for stomach-in-the-mouth rollercoasters, Legoland is not for you. This is the entry-level theme park for families with kids below the age of 12, with bucket-loads to keep toddlers happy. Now in its third decade, the theme park (on the former site of Windsor Safari Park) is owned by Merlin Entertainments - as so many are in Britain. But, set in lovely grounds, it still has some of the charm of the original Danish parent park, with plenty of giraffes, crocodiles and pirates made out of Lego bricks scattered among the rides.
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5. Alton Towers: 800 acres of grounds to start with, Alton Towers was once the Staffordshire seat of Shrewsbury. The ruined Gothic mansion is at the center of the Resort, with four hotels and a water park as well as the famous rollercoasters. Ample rides make this a thrill-seekers dream. An all new CBeebies themed hotel coming this summer it will make the site’s biggest appeal to an even younger audience.
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6. Pleasurewood Hills Theme park- Located in Great Yarmouth this theme park is across 50 acres of coastal land. This includes 8 ‘Thrill rides ‘such as the wipeout rollercoaster. Daily sea lion and parrot shows and also a good selection of family and kids rides. It has attractions to suit younger and older visitors that makes it is cheaper than some other theme parks, even if you don’t buy the tickets online in advance.
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7. Crealy Adventure park, located in Devon: Devon has built its reputation as “The south west number 1 day out “. With more than 60 rides and attractions set around the perfects English countryside and is a strong contender for the best of the best within the UK”. The park includes water rides, traditional rides that you would be used to seeing anywhere else, carousels, swing rides, animal barns as well as a numerous indoor and outdoor play areas, there’s something for everyone but mainly aimed at under 12s.
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8. Thorpe Park- Built on the eve of Chertsey, Essex. Thorpe Park isn’t aimed at the younger generation of children and is safe to say it keeps improving on its attention seeking features. This theme park isn’t for the cold hearted, it is home to some of the most-scariest rides in the whole of Britain, that being what is known as the big 5: saw, stealth, swarm, Nemesis inferno and colossus. This is perfect for natural adreline and thrill seekers, however as said before there are limited attractions for small children, the only alternative that can be found easily is the angry bird’s world.
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9. Blackpool Pleasure Beach- Blackpool’s pleasure beach is taken from Wall of Sound, that being rollercoasters speeding off, screaming, part/festival music and of course the fast food restaurants along with the vintage cotton candy and doughnuts. Blackpool’s most iconic theme park has been since the 1890s and has changed drastically through time and is now can boast about owning 125 rides that is suitable for all, Rollercoasters (wooden and the usual metal) This has now become one of the UKs biggest and most eye-catching resorts for all ages.
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A controversial newspaper yet it will catch the public eye with its harsh comments and quotations taken from perhaps famous faces or controversial editors and producers either supporting comments that are negative towards the theme park that they probably have visited before and had a less impressive visit. This can be backed up with ratings and comments made by the public that the media, viewers and editors can agree with that because of a successful stay within the theme park hotel or disagree and try to back up with some evidence of when they may have visited the hotel within the theme park that could start a debate between the general public which is what the media are looking for a debate or dilemma between which theme parks have the best hotel located within the park.
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Trip Advisor: https://www.tripadvisor.co.uk/TravelersChoice-Attractions-cAmusementParks-g186216.html
One of the more reliable sources also if there are members of the public who wish to plan to stay in one of the multiple hotels across various theme parks they will look to tripadvisor for the best reviews and ratings so that their ideal place can be chosen based on their needs. An example of a theme park hotel with a 5 star rating will attract more of the public than a theme park hotel with 1 star. The reviews will also expand the choice that the public can make for example : a review that states " there was no heating within the hotel rooms" will benefit the public less than if a review said that " The front of house staff were very welcoming and the beds were extra comfy". With this you can also compare different hotels at theme parks amongst others so then the best to the worst can be ranked from the ones you have visited.
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Review:
These websites will help me to compare the most popular theme parks to the less eye-catching rides and features that may attract the public, for example Drayton Manor is one of the popular theme parks within the UK unlike Blackpool pleasure beach that will attract the public but in a different way. Drayton Manor will attract the smaller littler kids rather than Blackpool pleasure Beach attracting Family fun by the coast. Thorpe Park isn't for the faint hearted whilst Chessington attracts the younger kids ranged between 6-11 whilst Thorpe Park will attract the younger adults and older teenagers for example 12-19 year olds. I can compare these two theme parks in my Advert so that the general public can choose the one theme park that they feel suits them and/or their family.
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