Gregoire Faurobert B00195498
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Transcript of 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?
Grégoire FAUROBERT | Research Methods | 2009
.::Introduction::.
The global advertising market will represent £450 Billion by 2010
2009
Grégoire FAUROBERT | Research Methods | 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
Grégoire FAUROBERT | Research Methods | 2009
.::Definition of the terms of study::.
The problematic : What is the real impact of advertisingin the videos on the target audience?
Advertising : All communicative visual messages
Grégoire FAUROBERT | Research Methods | 2009
.::Definition of the terms of study::.
The problematic : What is the real impact of advertisingin the videos on the target audience?
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 .
Grégoire FAUROBERT | Research Methods | 2009
.::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.
Grégoire FAUROBERT | Research Methods | 2009
.::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
Grégoire FAUROBERT | Research Methods | 2009
.::Methodology::.
Stage 3 :: Experimentations
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)
Grégoire FAUROBERT | Research Methods | 2009
.::Methodology::.
Stage 3 :: Experimentations
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”
Grégoire FAUROBERT | Research Methods | 2009
.::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)
Grégoire FAUROBERT | Research Methods | 2009
THANK YOU!