1a) Market research -

- this includes data about the audience of a product or tv show

- the type of people they are
- the audiences opinions of the brands product for example a mobile phone or a pair of
shoes
- the rivals of the brand and how much of the market they share

1b) Production research -

- This provides content and material in order for the company to make a new product, this
can be done through brainstorming ideas, creating mood boards, making a
morphological matrix
- This also looks into the viability and possibilities of the product being made, and what
would need to be put in place or researched before it was done.
- This would also include the pre production process, planning what needs to be filmed
and where and when its going to happens

2a) NRS - National Readership Service

ABC - Audit Bureau Circulation
BARB - Broadcasters Audience Research Board
RAJAR - Radio Joint Audience Research

2b) - The NRS is an organisation that provides the industry with estimated amounts of who
reads what magazine and newspaper along with their demographics, meaning the type of
people they are. These estimates come from the 36,000 audience interviews the company does
every year
- The ABC collect circulation data for print media platforms like newspapers and
magazines. To facilitate the buying and selling of advertising space within them.

- The BARB is used by the BBC and other companies to give them estimated numbers of
the amount of people who watch their programmes. The data also includes the times
when different channels and programmes are being watched, which could help the
companies plan when to show what programme to get as many viewers as possible.
This data comes from over 25 million households within the UK via black boxes attached
to televisions in peoples homes and is supplemented by further interviews.

- The RAJAR is owned by the RadioCentre and the BBC, it's an audience measurement
system providing data for the BBC and other UK licensed radio stations. Along with this
organisation, there are others that can provide research analysis to other media
producers and advertisers.
3) Media audiences are usually segmented according to their demographic profile
(C.A.R.G.E.L.) This makes it easier for media producers to identify and target specific groups of
people with the things they may need or want. The first way is by Social class and Income,
finding the range of the audiences disposable income is an important factor for advertisers so
they can work out what type of advert to place on what channel, in what magazine and in what
newspaper because there is no point advertising a top of the range car or designer bag in a
magazine for middle class people with hardly any disposable income. The different levels of
class are organised into groups to help identify the audience easier, these groups are listed as
A, B, C1, C2, D and E. A being the higher end of social class and E being the lower end. For
example, The Sun newspaper is targeted at class C2, D and E

A popular way that a media audience is segmented is by age. This being one of the most
significant factors advertisers use when coming up with campaigns. Age groups are usually
divided up into 15 years or younger, 16-24, 25-44, 45-64 and 65 and over but sometimes there
can have a smaller range or the age ranges could be moved around to best suit the task.
Advertising to younger children would usually have the 15 years or younger category divided
again to specify the audience even more, or a company advertising to older people could divide
up the 45-64 and the 65 and over category into 55-60 and 65-70 to compare the two audiences
views. For example X-Factor is targeted at 16-45 year olds.

A third way is by religion. Advertisers sometimes use religious themes and images in their
campaigns; they provide a quick and recognisable cultural reference point with which to engage
consumers. But advertisers have to be careful when using religion particularly when it comes to
respecting peoples faith and beliefs. For example songs of praise is targeted at Christians

Another way is by gender, this is again a very significant category when it comes to advertising
as many media products are targeted at a certain gender. You can mainly see this advertising
factor used by the magazine industry as there are specific magazines targeted as men and at
women. For example, a magazine like OK uses bright bold colours, usually pink and purple,
and features reality tv or pop stars on the cover, stereotypically attracting women. And a
magazine like Men's Health usually uses male models, and colours like red blue and green to
attract the stereotypical male audience, doesn't mean everyone has to stick to their assigned
gendered products though. Magazines can be targeted at anyone but the gender stereotyped
way of advertising is what usually sells the magazine. For example Cosmopolitan magazine is
targeted at females

Another way is by ethnicity and culture. Radio and television programmes from all over the
world are available to watch in the uk, and content from the uk can be viewed in other countries
too. Meaning media producers can advertise and sell their products globally. UK media
producers are targeting different different cultures and ethnic groups more every day. A black
hair and beauty magazine targets black females interested in fashion, makeup and hair.
Finally by Geographic location. Geotargeting is the practice of delivering content to a consumer,
via mobile or web, using geographic location information about that individual. At a basic level, a
business can restrict its reach to consumers only located in a defined geographic area such as
a state or a city. For example a travel magazine may be targeted at daily commuters working in
a city

4) Advertising within media production of all spectrums such as television, radio, newspapers
and magazines is of massive importance to brands as a source of income. For example,
X-factor being sponsored by talktalk and ITV daytime sponsored by Lloyds pharmacy.
Advertising to the right target audience is crucial for these brands and programmes in order for
them to run and be successful. Media productions like X-factor and every tv show that's not on
the BBC need a brand to buy their advertising slot as their source of income to help pay for
production. The brands also make money off this form of advertising because tv shows like that
are viewed by millions. So both the programme and the brand earn money, build brand
awareness and consumer trust. This is also another way that up and coming brands or
competitors can reach out to a wider audience to bring in more interest. The adverts in
magazine keep the cover price down as they help pay for the production of the magazine and
advertising launches new media products and raises the audience's awareness of existing
products.

5) Researchers do the work behind the scenes, they find the information before it's presented or
launched. Researchers are hired by television and radio companies to investigate and analyse a
topic or subject to help find the most accurate information. They also review and contact
potential guests for shows like Big Brother or Jeremy Kyle to ensure their personal stories and
personalities are appropriate for national TV so the programme doesn't get reported or receives
bad publicity in the press. This is also to make sure the audience will stay interested and to
make them come back for more.

6) The viability of a media product can be assessed through your own ability and what will need
to be put in place in order for it to happen. For example breaking down each factor. One huge
factor is cost, is it financially possible to create the idea. The company needs to research and
look into all the costs needed to hire/ buy equipment, editing software, props, filming space,
actors and a crew as all of these things are vital to a product coming to life.

Another way the viability can be assessed is looking through whether the production can
physically be possible. This includes looking at the amount of time required and when the
deadline is, and if it could be delivered in that time frame. Also whether you or yours team have
the correct skills and knowledge to deliver the end product. Whether the correct equipment can
be accessed whether its through hiring or from what is already available. Once all of this has
been researched, the deciding factor must be based on whether the media product can be
produced to the standard required within the budget given. During the development for ideas
for my television commercial, I came up with two ideas. After carrying out a viability test, I
discarded one of the ideas as it required a location that wouldnt have been easy to clear and
block off for filming. The Metro newspaper provided information and london commuters for free,
which the evening standard had to compete with, when the metro was free and you had to pay
for the Evening Standard. This made the Evening Standard unviable as a par-for newspaper, so
it changed to the London Standard and became a free sheet like the Metro

7) A SWOT analysis within media production takes place after existing media products have
been researched and before a new idea is thought of. SWOT stands for Strengths,
Weaknesses, Opportunities and Threats. By looking at the strengths you can find out the strong
and positive factors about the brand or product for example when I carried out a SWOT analysis
for my chosen brand Schwarzkopf I found that the brand had sales in over 80 countries, that it
was reliable and trusted by consumers highly and that there is a diverse range of hair colours to
suit everyone's style. Alongside the strengths the next focus should be the threats of the product
being successful or not. For example Schwarzkopf may well be a leading well known brand but
there are rival companies such as L'oreal or Garnier. They reach out to a similar audience so
developers need to find ways to make the audience choose Schwarzkopf over the other brands
by making it more aesthetically appealing to the eye, making it slightly cheaper and making it
more desirable and accessible.

By looking at weaknesses you can find the bad factors of a product and turn them into
opportunities to see whether those factors could be improved or eliminated in some way. For
example when I researched Schwarzkopf I found out that they tested on animals which with
today's generation is an important factor, but a lot of other mainstream hair dye brands also do
this too. Another problem I found was that if they hair dye is overused, it can eventually damage
hair but once again that is a factor found with almost every hair dye brand out there. For the
opportunities I suggested that Schwarzkopf could transition to stop testing on animals to bring in
a wider audience and to build up more trust.

In conclusion a SWOT analysis is a useful tool to highlight the good and bad factors that may
otherwise be undetected or neglected. And is one of the best ways a production company or
brand can generate their next idea to make it their best yet and to sell the product to make it
successful and to avoid failure.

8) Copyright protects an item or brand from being imitated or reproduced without the owner's
permission. For example, the youtube logo formally known as the red play button is copyrighted
so no one else can use it or claim it as theirs. Another example would be that all songs are
copyrighted, this is to stop anyone else stealing the lyrics or beat and writing it off as their own.
Youtube is a strong enforcer of copyright as they take down any videos where copyrighted
content is used without permission and the account holder gets an official warning.

This is an important factor in a media production as most brands are recognised by a slogan,
caption or logo. For example, LOreals slogan is because youre worth it this allows the
consumer to instantly recognise the brand in which they trust, therefore copyright protects this
brands slogan and prevents any other brand from stealing it or manipulating it to make it theirs.
Within the planning of any media production any slogan, lyric or image that you may choose to
use must be authorised and the rights to its use must be obtained from the copyright or owner,
therefore the cost of this must be considered within the budget of the production.

1) Primary research is a method of research used to collect your own, new data. You must
think carefully about what the information is that you are trying to obtain, and this must
be done by choosing the right questions, or sample to provide you with an accurate
result. Primary research can be done through questionnaires, interviews, focus groups
and observations.

Secondary research is a method of research using existing data and records that are already
available, this is usually done within media when looking into a brand's history or past products.
This information is readily available from books, magazines, newspapers, articles, journals or
via the internet.

Quantitative research is a combination of primary and secondary research analysis, it produces

data in a numerical format. This data can come from statistics produced from questionnaires, as
the answers can be grouped up and represented in a visual format making it easier to
understand like graphs, charts and diagrams.

Qualitative research again is a combination of primary and secondary research but this time
focusing on individual or group views and opinions of something, perhaps television
programmes or advertising campaigns. These views and opinions can be a huge impact in the
decisions of future media productions or publicity campaigns.

2) When planning out and designing a questionnaire you first need to think of the type of people
you will be targeting and surveying. You also need to consider how you organise your sample,
whether you want a random sample, or a stratified sample. You then need to consider how to
distribute this survey for example it could be in the form of a paper survey, a digital survey, or a
verbal face to face survey eg a focus group of over 60s may be best conducted face to face
versus a target audience of age 21-35 where it may be best via digital means. You next need to
consider what information you want to capture from the questions within the survey. For
example, when I created my own questionnaire in order to build my commercial, I needed to
know what type of audience goes for Schwarzkopf hair dye the most so I could base it around
that age ranges interest and how successful the product was within that group of people to
enable my campaign to be successful.

A successful questionnaire should include a range of both open and closed questions. Open
questions give the person more of an opportunity to express their views in their own words, an
example of this could be where surveying an existing product that you want to make better, you
would use a more open style question whereas surveying a product in development you would
use more closed questions

Another way of asking an opinion is using the Likert scale method. Where you state something
and ask the consumer to rate it out of 10 or how likely they may be to use or how strongly they
agree or disagree with something, these opinions can be more resourceful in the development
of a product than any other statistical data

3) A focus group is a group of individuals that are selected to discuss a topic given to them. This
method could be used within a business or industry when a process that is already in place
needs to be changed or improved. The group of individuals will usually be from different
departments to allow a cross network of ideas and opinions to be presented. Focus groups can
also be used within schools, universities, the government or many other organisations. They
allow individuals to give their opinion either in a negative or a positive way to allow the
improvement of the topic in hand. I showed my commercial to a focus group after making the
first cut to see if it sufficiently targeted my audience and if there was any changes that needed
to be made. After taking the advice and suggestions from my peers I made a second cut of the
advert.

4) The factors I would need to consider when using secondary research for my own studies or
survey would be when when the data or information was collected, meaning how relevant is it to
my modern day research. Another factor is what sources or methods were used to collect that
data and whether I would follow the same method or try an alternative method. From the data
already collected you could evaluate how successful or not the results were. Another factor
would be to consider how reliable and trustworthy the information actually is which youd have to
do by looking at the source, where it came from and cross referencing information across more
than one source.
1)A presentation of research must include a small introduction into your research to enable the
audience to understand what you set out to achieve. You need to include how you did the
research and by what method you obtained the results, for example in my own research I
created my survey and published it on social media.

You need to present the findings of the research clearly, accurately and so it is easy to
understand using diagrams or charts with colour and making it visually digestible. You need to
also show a clear summary of your findings and then finally demonstrating the conclusions of
our findings from all of the above you then need to show your proposal for the future. Its also
important to make sure your spelling, grammar, punctuation and structure is accurate. A
standard structure is also used introduction, purpose, findings, what those findings mean in
terms of what you do next, followed by a conclusion.

2a) Intrapersonal communication is about your inner feelings about delivering the presentation
for example, you may be feeling anxious, scared, doubtful or just nervous about presenting and
its about figuring out how to control those fears for the best performance. When I presented my
pitch I turned my nervous jittery feeling and expressed it through hand gestures.

2b) Interpersonal communication is leading on from intrapersonal communication and involves

how you communicate face to face and how you conduct yourself and how clearly you speak.
When presenting my pitch I made sure I made eye contact with the person I was speaking to so
they would engage which my presentation.

2c) NVC is non verbal communication, and potentially the most important of all communications.
This involves a person's body language. Their composure, confidence and eye contact can
make or break a presentation in keeping the audience's attention and accurate delivery of the
subject.
2d) Paralanguage is not about what you say it's how you say it and how you deliver a
presentation. This includes pitch, tone, pace and volume in order to sound professional. This is
trying to avoid hesitating and stuttering when speaking, and adjusting your tone and pace to
allow the the sentences to flow and to keep the audience interested.

2e) Visual aids are a useful tool and way to get your audience engaged with your presentation.
This includes using props, objects and examples to help support the verbal side of the
presentation and to visually represent what you are pitching or explaining and can used in the
form of a hand out for the audience after the presentation to remind them of the key points
discussed.

3) When giving an oral presentation you should refrain from using any slang or abbreviated
terminology, equally it's key to remember that not everyone in the audience will understand the
terminology you're using so making it audience friendly is key to a good presentation. You need
to practice the delivery of your speech to enable you to be confident in its delivery and to ensure
you do not run over time given for your presentation. By practicing your presentation you will
become more confident and can set the pace of speech correctly. Before my pitch I timed
myself and did practice runs of my presentation to see if i sufficiently filled and didn't go over the
time given for us to present. Also to make sure the pace I was speaking at was slow and clear
enough to understand.

4) It is important to present all of your written work in a logical and digestible manner. You need
to use clear communication, paying attention to the grammar, spelling and punctuation included.
You should aim to include a small breakdown of what your purpose and aim was at the start of
the report. Then move on to explain all the methods and techniques used to collect the
information. You should then include the actual information collected and show it in the form of a
graph or table or chart so that the audience or reader could understand everything clearly. This
should lead onto an explanation of the results you conclude from your analysis and finally
should include in detail your conclusions fully explained and what your proposals or projections
might be for the future. Within a written report it is also a good idea to list any references you
have used within your studies and include copies of charts or surveys youve referred to.