Qualitative Research

The data attained from these interviews is the personal opinion of each interviewee, and it further stresses that TV advertisements find it easier to leave a lasting impression on their audience than Radio advertisements.

The responses tell us that adverts are often remembered either for being poor and disliked, 'funny' but in a cynical respect, i.e Envirofone again "...because it is shocking!", or for being funny and having a catchy catchphrase or jingle, that is easy to relate to and, particularly effective with Compare The Market's 'Meerkat' campaign, one that can be repeated in diverse contexts in day to day life, further embedding it its manufacturer into the subconscious of yourself and others, "Simples".
The idea that "shocking" adverts live longer in the memory doesn't mean to say that you should create a deliberately bad advert, (although I think it would be an interesting concept) its just one way that an advert can stand out; an successful advert must stand out.

When quizzed on Radio advertising it was relayed to us that the purpose of Radio adverts is understood and accepted "I believe they are effective if they are targeted at and audience that the producers know are going to be listening to the radio, and if advertising things that they know radio listeners will be attracted to."

That being said it was apparent in both interviews, as well as in the results from our questionnaires that Radio adverts are less appreciated (in many cases complete unappreciated) and more annoying that Television Adverts.

The ideology that Radio adverts can be harder to understand was realised in the second interview, which indicates to us we must be extra careful in making our own Radio advert as clear as possible.

We have discovered through this research that we must create an advert that its funny and memorable to our audience, without being funny for its annoyance.