Below is the Questionnaire I asked 40 people of mixed ages and both genders to fill out. You can click on it and then magnify to see its format.
The questionnaire features mainly questions based on TV and Radio advertising because these are more important to my research, based on our brief. The questions revolve around what forms of media people expose themselves to, and how often they do it. There is an abundance of girls at our college, therefore I have had more questionnaires filled in by girls than boys. This however should not make the results bias or unfair as we are merely asking if people can remember TV or Radio adverts, not seeking to compare the differences between males and females. In hindsight it was not even particularly important peoples gender, however it was important to ask peoples ages which we also did.
The Results
I asked 17 males and 23 females of a variety of ages.
The graph below details this and shows the age range of the participants;
The general consensus of the results is that a lot more people watch TV than listen to the radio. This was to be expected, in fact all 40 participants when asked if they watch commercial television answered 'Yes', where only 70% of them would say they listen to the radio.
Worthy of note also is that everybody was able to recall a television advert they had seen recently. The most commonly mentioned were the 'Go Compare' advert, 'Compare The Market/Meerkat' advert, and various adverts for Cadbury Dairy Milk, with a few people recalling the 'Envirofone' advert. When asked why these particular adverts stood out, positive feedback came back for the Cadbury and Compare the Market/Meerkat adverts, as people found them 'clever', 'funny', 'original', and importantly not too 'cheesey' or 'annoying' which sadly is all people had to say for 'Go Compare' . Go Compare was the most commonly recalled advert but it became apparent it people only remembered it out of a hostility towards it. They hated it, yet at the same time Go Compare have succeeded in producing an advert that will plant the name of their service firmly in the brains of their audience. It is a shame for them that comparethemarket.com have fared equally as well, and have managed to remain favourable at the same time. Envirofone appeared to only be recalled through the poor quality of the acting it showcases, respondents said it was"cringeworthy and laughable", and therefore memorable. The poor quality of the advert has been ripped to shreds by spoofs and comic remixes on YouTube, below is one example from hundreds. As with Go Compare though, the name 'Envirofone' was not one to soon be forgotten so they have prevailed in a sense.
Other television adverts people recalled included: Adverts for the most recent series of 'Skins', Rimmel London (because of the model with the massive gap in her teeth), Specsavers 'girls on the beach' Ad, B&Q, Persil, Moonpig and Autoglass ( both, like Go Compare, for their annoyingly memorable jingles), Hovis, and Morrisons.
In complete contrast out of those who said they listen to the radio, only 25% of them were able to recall a radio advert. This demonstrates that radio adverts with the visual backing are easier to forget, and therefore not as successful.
In fact, sadly, when asked what their thoughts on radio advertising were, the most common response i got was that radio adverts are plain 'annoying'. There was a lot of negative response, including; "it tends to get ignored", "not good", "boring", "rubbish", some people even got explicit in their distaste.
A few respondents made the fair point that "it is not effective with TV in comparison, but it still reaches its' target audience" and one man wrote "it is cheap, and therefore probably worth it".
Amidst all the negativity and indifference there were one or two positive reviews;
"Catchy and sticks in my head"
and
"It's clear and interesting"
My questionnaire was very helpful in discovering what the public believe to be the best and most effective form of advertising and the majority gave the answer that I suspected would be the most popular. From the results I have also learned what needs to be done to ensure that a radio advert is successful and the target audience don't instantly dismiss it when they hear it. The sponsorship sequence needs to be entertaining and memorable so that it stays with the target audience long after the sequence has finished. Remembering the findings from my questionnaire will ensure that I create entertaining adverts that will help to effectively promote our product in a successful advertising campaign.
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