Gregoire Faurobert B00195498

Grégoire FAUROBERT | Research Methods | 2009

.::Title Proposal::.

Advertising in VideosWhat is the real impact of advertising in the videos onthe target audience?


.::Introduction::.

The global advertising market will represent £450 Billion by 2010

2009


.::Definition of the terms of study::.

The problematic : What is the real impact of advertisingin the videos on the target audience?

Impact : psychological impact that push the

audience to adhere at the advertisement.

Brain – Centre of Decision




Advertising : All communicative visual messages




Video :Film - Short movie – TVShow – Video clip : Product placement. (e.g :cars, clothes, equipments, etc…), concept, opinions.

Television : Advert, political show (in election time), Specialised show(car, sport, shopping, games, etc…), news, talk show.

Web video : Advert (short, Flash animation), Political video, podcasts,teasers, trailer, news, mini shows, etc...

Corporate film : Highlighted values, culture of a company.

Advertorial : Highlighted the benefits of a product, by demonstrating .


.::Objectives::.

When a company contact a communication agency for a campaign, the latter can tell you how much you’ll pay, but not how much you’ll earn!

We can’t quantify the impact of an advertising campaign.

I'll try to find ways to quantify and describe the emotional, psychological impact, that make the audience approves communicational message.


.::Methodology::.

Stage 1 :: Documentation

Stage 2 :: Interviews

Stage 3 :: Experimentations

•Homo œconomicus •Cognition•Neuroscience, neuromarketing

•Min 20 pers (until find recurrences)

•Buying habits •Define how decisions•Product placement

qualitative

quantitative•Eye Tracking on videos •Main experience


.::Methodology::.


The Experience

1. Take 45 Householders from these categories :

Farmers operators: primary industry Artisans, traders and entrepreneurs Executive, higher intellectual professions Intermediate occupations Employees Workers Retired The Unemployed Students

For each categories find householders Wanting to buy a car (1), Wanting to purchase home appliances (2), Living in or near an urban area(3), Living far from an urban area (4) and Normal (doesn’t belong to these categories- 5)


.::Methodology::.


The Experience

2. During one month

a. Make a calendar note in hourly programs they watch

(channels, Titles, websites)

b. Do keep them track of all purchases. (receipts)

c. Meanwhile researchers have to reference mentioned trademark(Broadcasting Times, schedule ,number of occurrences)

3. Management of the obtained data Finally make the comparison between the views brands and trademarks purchased, and get sentences :

“20% of the brands of *product+ viewed were purchased”


.::Time Schedule::.

With Gantt Project

RM-Gantt.jpg


.::Ressources::.

“Propaganda” Edward Bernays (1928)

“The Brain, technologic object?” Rémi Sussan (2009) Web article

http://www.internetactu.net/2009/01/07/le-cerveau-objet-technologique-18-hacker-le-cerveau/

“The Mysteries of Brain” Arte (2008)Video

http://www.dailymotion.com/video/xb115y_les-mystere-du-cerveau-13_tech

Revue Labyrinthe n°20 « La cognition » (2005)http://labyrinthe.revues.org/index744.html

www.tns-sofres.com (Institute of surveys)

























http://labyrinthe.revues.org/index744.html

http://www.tns-sofres.com/




THANK YOU!

Business

Gregoire Faurobert B00195498