QUESTIONNAIRE ANALYSIS: NEWSPAPER ADVERT

ANCILLARY TASK 2

OVERVIEW• To evaluate the expectations and desires of my target audience, I

constructed a questionnaire in order to gather information that I can base the structure/content of my newspaper advert on.

• The questionnaire contained 12 questions: 8 questions addressed the structure of the documentary, whilst 2 addressed the sporting content within the film. The remaining 2 established gender and age.

• The questionnaire was answered by 20 people, which I am satisfied with for this product, as I have already gathered a large amount of information on sporting context and only require information on the structure of the trailer.

• The questionnaire used mostly closed questions, which had multiple options in order to gain a range of opinions. The questions also contained instruction and help text, to fully clarify and explain aspects of the question in order to record accurate and reliable results.

• Two questions were open questions, in order to gain a broader range of data in the words of the subject.

Q1/2: ARE YOU MALE OR FEMALE? HOW OLD ARE YOU?

60%

40%

Are you male or female?

MaleFemale

10--19

30--39

50+

0% 10% 20% 30% 40%

Age

Age

The data above shows that 60% of those who answered this questionnaire were male, resulting in slight gender bias; however, as there was gender bias towards females in my pre-production questionnaire, this helps to equal any bias present. The data also shows that the age group from who I collected the most data was between ages 10-19 (40%) followed by 20-19 (20%) and 40-49 (20%). This is concurrent with my target audience, making my results specific and valid to those who I am targeting.

Q3. HOW MANY TIMES DO YOU READ A NEWSPAPER/MAGAZINE DURING THE WEEK?

How many times do read a magazine during

the week?1--23--45--66+

The graph indicates that 45% of those surveyed read newspaper/magazine at least 3-5 times a week, with another 25% reading a newspaper/magazine advert 5-6 times a week. This shows that the data I have collected is valid and relevant, as those surveyed have shown a familiarity with the print advertising in terms of style/content.

Q4. WHICH NEWSPAPER/MAGAZINE DO YOU TEND TO READ THE MOST?

This was an open question where those surveyed were free to suggest their favourite newspaper/magazines. Of those surveyed, the most popular answers included The Sun (20%), The Daily Telegraph (25%) and TV Choice (25%). These three products vary in style, with The Sun being a tabloid and The Daily Telegraph being a newssheet. This means I will need to consider creating my advert in a style that is transferable across a range of mediums/types of print media, in order to appeal to certain demographics in my target audience.

What newspaper/magazine do you tend to watch the

most?The Daily TelegraphThe Guardian StuffNational Ge-ogrpahic TV ChoiceThe Sun

Q5. IN YOUR OPINION, WHAT MAKES AN EFFECTIVE NEWSPAPER PRINT ADVERT?

What makes an effective newspaper print advert?

Striking ImagesEye Catching TextInformativeObjectiveGood Colour SchemeOther

23% of those surveyed felt as if the most important aspects of a newspaper advert included having striking images and eye catching text. This was followed by having a good colour scheme, as well as being informative and objective (not giving much away). This will influence my shooting and editing processes for the advert, as I will have to carefully consider the semiotics and mood conveyed and the impact this will have on the audience. I will also have to ensure the typeface I employ is attractive and relevant to the documentary.

Q6. IN YOUR OPINION, WHAT MAKES A NEWSPAPER PRINT ADVERT MORE MEMORABLE?

What makes a print ad more memorable?

Bold Striking Image, Simple TextElaborate Complex Design, Extrava-gant Text

I asked this question in order to establish the style of advert that my audience would prefer to see. The majority of them said that they would be more likely to remember an advert that uses a Bold and Striking Image with Simple text compared to an Elaborate, Complex Design with Extravagant text (65% vs. 35%). This will work well when advertising my documentary, as it will be easy to convey the serious tone and modern style of the film through its advertising.

Q7. WHAT SIZE DO YOU THINK A NEWSPAPER PRINT ADVERT HAS TO BE IN ORDER TO BE MEMORABLE?

Small Medium Large Double Page

Spread

02468

What size makes an advert more memorable?

When asked about sizing and proportions, those surveyed said that they would be more likely to remember a Medium (Half a Page) or a Large (Whole Page) more than a Small (Quarter Page) or Double Page spread (65% vs. 35%). This may be because small adverts may be overlooked and double-page spreads may be off putting/overwhelming at a glance for the reader. From this, I would be suitable for me to design my advert for a medium/large sized print. This will have an impact on the orientation of my advert and the way it would be incorporated into a product.

Q8. DO YOU LIKE TO SEE LOTS OF TEXT ON A NEWSPAPER ADVERT IN ORDER TO GAIN MORE INFORMATION?

Do you like to see lots of text on a Print Ad?

YesNo

70% of those surveyed said that they prefer not to see large amounts of text on a newspaper advert. This may be because they find that text takes longer to read and process, as apposed to seeing an image and gaining information from that. For my final product, I will look at prioritising the images used over the text in order to satisfy my audience’s desires.

Q9. WHICH OF THE FOLLOWING IMAGES WOULD YOU FIND THE MOST MEMORABLE/INTRIGUE YOU TO WATCH AN ADVERTISED FILM?

Athlete

in A

ction

Large

Stad

ium/Lan

dsca

pe

Montag

e of image

s combin

ed toge

ther

Sports

perso

n stan

ding out

from cr

owdOther

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What kind of image would in-trigue you the most to watch

an advertised film?

When asked about what makes a “striking” image, those surveyed suggested that they would find an Athlete in Action (30%) or a Sportsperson standing out from the crowd (35%) the most memorable ideas. This could work well for my design, as I could look at incorporating well known symbols/icons into the print in order to covey the themes of the documentary. I could also look at using locations/actors from the film in the advert. Other suggested ideas included “using text to make up a certain image/symbol”, so I may look at developing this idea further.

Q10. DO YOU LIKE A NEWSPAPER ADVERT TO FEATURE A SLOGAN OR A QUOTE?

Do you like to see a quote/slogan on a Print

Ad?

YesNo

55% of those surveyed said that they would like to see a slogan/quote on a newspaper advert, whilst 45% said they would not. This is fairly even distribution, and therefore I don’t think this feature will have an effect on the overall satisfaction of my audience. However, I feel as if a quote from a well known figure/personality could be beneficial for the success of my advert/documentary.

Q11. WHAT KIND OF TYPOGRAPHY WOULD ASSOCIATE THE MOST WITH SPORT?

What kind of typography do you associate with sport?

Bold, Mod-ern, UniformFancy, Ex-travagant, Flowing

The majority of those surveyed (80%) said they would associate the idea of sport with bold, modern and uniform typography. This means I will need to look at selecting a typeface that is not extravagant or contemporary, and instead employ a typeface that uses regular kerning and leading, as well as avoids looping or curving ascenders/ descenders. This will satisfy the expectations of my target audience.

Q12. ARE THERE ANY PARTICULAR ICONS/SYMBOLS/LOCATIONS THAT YOU PERSONALLY ASSOCIATE WITH SPORT?• This was an open question, and thus allowed those surveyed to freely

express their views/answers.• When asked about symbols, icons and locations associated with sport, a

common theme amongst those surveyed involved Team GB and the Olympic Games; Answers included the London Olympic Stadium/Olympic Park, the Team GB logo, GB Athletes and Olympic Gold Medals. This is obviously part of the London 2012 movement, where a large amount of media exposure of the event has lead to a umber of iconic associations for spectators.

• Other ideas included Football and Rugby stadiums, as well Cricket grounds; I expected this when constructing my questionnaire, as these are British sporting stereotypes that have been implanted in British Culture for a number of year, particularly on a personal level.

• There were also answers involving various sports clothing and branding, particularly regarding large sports brands like Adidas, Nike, Underarmour and Canterbury of New Zealand. These brands and products are another integral part in British society today, even with those who aren’t directly engaged in sport. I could look at including these in my newspaper advert.