Audience Feedback Evaluation

When collecting my audience feedback, I discovered several different aspects I did well and learnt from it but also different aspects I could improve on for next time.

When I and my partner came to create a questionnaire for our audience feedback, we wanted to do something different than just having a plain boring questionnaire. So we came up with the idea to film different people we had asked for our questionnaire. Also by doing this we made props with pictures of different sports, age ranges, yes/no and are you male or female. Along with the props we had different types of sport/energy drinks and other non-sport drinks, for were the

people being asked questions about the bottles in front of them. Having the bottles in front of them they could interact with the questionnaire rather than just sitting there answering question. The reason for getting them to interact with the questionnaire it stops them from becoming bored. Mainly throughout the questionnaire there was no verbal answer until the last couple of questions because we needed their opinion on the sport/energy drinks.

What I thought went well from filming our audience feedback is we were able to collect all of our footage quickly and effetely. By getting our footage quickly we were able to start editing and putting all of the footage together to form a smooth video audience feedback.

 I think I could have improved our audience feedback by asking a bigger range of people. By doing this we could have got a bigger range of answers about what people thought about sport/energy drinks.

What I learnt from this, is that you don’t have to have a written boring questionnaire and can make them more interesting and fun for the viewer but also when trying to make it as well. Also by filming the audience feedback it can help me for the future when trying to make a questionnaire and different ways to make one.

Market Research: History of Lucozade & PowerAde

For my product of energy drink, I need to look at different energy drinks where I can get a good design idea of what I want the bottle to look like and how much will the drink sell for a single bottle.

Brief history of Lucozade 

Lucozade was first introduced in 1927 to the UK, as the first sport/energy drink. Since lucozade was first introduced, the brand has become know worldwide and has expanded itself by making different versions and flavours of its sport drink. The first versions of lucozade was Lucozade Energy but was just know as Lucozade and was original used in hospitals to treat people with illness such as the common cold. Lucozade renamed its drink as Glucozade in hospital all over the United Kingdom, but was changed back to Lucozade two years later in 1929.

The product was sold in a glass bottle with a cellophane wrap until 1983 and the packaging was then changed to polyethylene terephthalate bottle. This saw the rebranding of the product between 1984 till 1989 reach new limits with customers and creating profit sales of nearly $115 million. Also with the packaging changing, the slogan changed when Lucozade was changed to an energy drink and was first known as ‘Lucozade aids recovery’ to ‘Lucozade replaces lost energy.’

Lucozade did have some health issues, when it was discovered that the glucose used in Lucozade was 21 teaspoons of pure glucose which was over the daily amount of sugar for a child and nearly the daily amount for a women in the 500ml bottle. After this was discovered Lucozade changed what sugar they would use to corn syrup. Other health issues were that Lucozade was not to be consumed when a consumer is suffering from episodes of diarrhea. The reason for this, is when someone is suffering from diarrhea they are losing a great deal of fluid and electrolytes and because Lucozade is a high carbohydrate drink which has a low amount of electrolytes it is unsuitable to use to replace the fluids and electrolytes in the body system as this could cause further problems.

Lucozade has created a wide range of flavors and variants since it was first introduced in 1927. These flavors and variants are:

• Original
• Orange
• Cherry
• Apple
• Lemon
• Blackcurrant
• Tropical crush
• Lucozade Sport lite
• Lucozade Alert Plus
• Lucozade Sport

Sponsorships

Lucozade sponsors a large range of sport teams and sport athletes in UK and in Ireland. Examples of these are FA Premier League, FA Cup, England Rugby Football Union, England football team, Steven Gerrard, Michael Owen, Roan O’Gara and Jonny Wilkinson.

As well of sponsoring sport teams and athletes, Lucozade sponsors other companies through TV programs such as Big Brother UK and videos games such as Colin McRae: Dirt and Pro Evolution Soccer 11.

Brief history of PowerAde

PowerAde was first introduced in 1988. The manufacture and marketer of PowerAde is The Coca-Cola Company. PowerAde main competitor since it was first introduced is Gatorade, which is owned by Coca-Cola main competitor PepsiCo.

In the year PowerAde was introduced in 1988, it became known as a energy sport drink and was one of the official sport drinks in the Olympics with another Coca-Cola drink called Aquarius. In 2001 & 2002 PowerAde decided to change the shape and style of their bottle to a more sporting bottle. Also when they done this, the formula of the drink changed by adding more vitamins such as B3, B6 and B12. Having these new vitamins increases helps improve energy metabolism.

PowerAde in the United States has more flavours than any other country due to America being it’s the home country and for Coca-Cola. At this moment in time there are currently nine different flavours of PowerAde in American and these are:

·                    Orange (initially titled Gold Rush)

·                    Mountain Berry Blast (initially titled Mountain Blast)

·                    Fruit Punch (initially titled Berry Ice)

·                    Grape (initially titled Blackcurrant)

·                    Lemon Lime

·                    Sour Melon

·                    White Cherry

·                    Strawberry Lemonade

·                    Mystic Mountain Blueberry

PowerAde used to have a even wider range of flavours but became disconnect due to the drinks not selling and not being popular with its audience. The number of PowerAde that used to be available was 26 flavours. In the UK there are only 8 different types of flavours available.

Sponsorship

PowerAde mainly sponsors sports teams than one athlete. The drink sponsors the Australian, New Zealand and Ireland rugby team. PowerAde mainly sponsors American based sports such as the AFL, PGA Tour, NASCAR, NHRA, NCAA and the U.S Olympic team. The only two teams in the U.S Olympic team PowerAde doesn’t sponsor is the USA basketball and soccer team due to these two having a sponsorship deal with Gatorade. Also PowerAde sponsors sport leagues such as The Football league and the IOC because of their overall contracts with Coca-Cola.    

• What I have learnt from this research:
• How the brand of Lucozade changed it's design of its bottle every couple of years, to keep its target audience interested in the product from other drinks brands.

History and Development of TV Adverts

Television advertisements are a span of televisions programming produced and paid by organization that try and promote a product in a certain market. The revenue produced by advertisement organization provides a significant portion of the funding for most privately owned television networks. Most televisions advertisement can last up to a couple of seconds or up to a minute long depending on the advert trying to be promoted.  

The first television advertisement was broadcast in the United States of America in 1941 on the 1^st of July. The watchmaker who created the advertisement paid $9 for a placement and to show the ad before a baseball game between the Brooklyn Dodgers and Philadelphia Phillies. The advertising spot of 20 seconds shown a picture of a clock superimposed on a map of the United States, accompanied with a voice-over stating “America runs on Bulova time”.

 Starting on the 2^nd of January in 1971, advertisements featuring cigarettes were banned on American Televisions channels, however alcohol products were still allowed to be advertised. The alcohol products were only allowed to show the product but not the consumption of any alcohol product.  

In the United Kingdom, the broadcasting channel ITV was the first channel to have television advertisement. The advertisement was on the 21^st of September in 1955 and was advertising Gibbs SR toothpaste. Up until the 1990s, television advertisement had only been affordable to large companies which were willing to make a significant investment, but now the advert of desktop video have allowed small and local businesses to produce televisions advertising for local cable TV services. In the United Kingdom, the British Broadcasting Corporation is funded by TV licence and doesn’t screen adverts apart from its own. The amount airtime allowed for commercial channels is about 7 minute’s pre hour which limits the amount of footage lost of a TV programme by 12 minutes.

Sky Media TV is one of the biggest television companies in the United Kingdom and the world. Sky has over 60 advertising deals across more than 40 channels to help promote products for large and small companies across the world. Sky has had a relationship with Coca-Cola since 1989 with a broadcast sponsorship which was one of the first broadcasts for Sky. Sky had played a big part in helping to promote products/brands and re-positioning brand values through sponsorship with the companies. With the sponsorship Sky has, they can help transform a business which could have been having finical problems or are just looking to reach out to a new audience.

Sky TV has development a new means of Television by creating Sky+, which the viewer can pause live TV and record. Also the viewer has the ability to fast forward record programmes. This is bad for advertising companies because the advertisements will not be seen by the viewer and the company who makes the adverts will be losing money because of it. Also with Sky+, they have created a new type of TV guide which shows programme that were on earlier in the week or new films, but with a twist  because the whole programme or film has no adverts throughout, only a couple of minutes at the start which can also be fast forward.

• What I have learned from this research:
• I have learned that. many of todays adverts are anything up to 30 seconds to a minute long. Knowing this gives me an target when making and editing my advert and how long to have it.

Audience Feedback PowerPoint

Audience Feedback

audience Feedback from Dan Oner on Vimeo.

Target Audience

The target audience for our energy drink advert is for both male and female who play any type of sport but can be brought by anyone for every day life drink and can replace buying soft drinks which can affect your diet. The reason for having an energy drink that targets both male and female is that the company that makes the energy drink would benefit because both genders are buying the drink and would be making profit from it.

The energy drink would target any age range of people that enjoy sport whether it would be young or old because the drink would help improve their concentration levels and energy levels so they could push themselves for longer and harder rather than someone who didn’t take the drink before the sporting activity. The only exception would be for the children under the age of 3 because their bodies are still developing and the ingredients could harm their system such as Red Bull would do with the high amount of caffeine.

Our product is available for both genders and all age ranges but the drink needs to be affordable for anyone. To find out how well the product would sell, I would have to do some market research on other drink such as Powerade and other drinks similar to it. After doing this I can choose the right prices range for our drink.