BTEC Media Lv3 Assignment title: Anti smoking campaign Student name: Coleg Gwent BGLZ Campus 2012/14

Research Techniques for the Creative Media Industries Learning outcomes On completion of this unit a learner should: 1 Understand the nature and purposes of research in the creative media industries 2 Be able to apply a range of research methods and techniques 3 Be able to present results of research.

Criteria 1

Types of research: quantitative research (programme ratings, readership circulation figures, hits on a website, box office figures, sales of CDs and DVDs) qualitative research (attitudes to media products, responses to news coverage, responses to advertising campaigns) AC 2.1 TASK 1 - Above you can see two types of research methods. On your Word document gather as much information as you can regarding quantitative and qualitative research via the internet. TASK 2 – Now write an 250 word entry for a student reference book on advertising in the creative media comparing the pros and cons of using quantitative and qualitative research methods. Base this information around recent NHS anti smoking campaign. Individually research (quantitative) information regarding the recent NHS anti smoking campaign. Now in a focus group (qualitative) discuss the anti smoking advertising campaign via 6 questions. Collate all notes for your research Word document. Write 250 word entry.

Criteria 2

Methods and sources of research: secondary research (books, journals, reference-based books and directories, periodicals, newspapers, film archives, photo libraries) Primary research (interview techniques, observations, questionnaires, surveys, types of questions, focus groups, audience panels, participation in internet forums) TASK 3 - Using secondary research will now help you to look for information via the library. Start to research possible ways to get you advert into the peoples eye. Collate various ways you can do this by creating a simple chart within your Word document categorising each method and discussing the potential benefit to your campaign. TASK 4 - Now using primary research create a simple questionnaire of 10 questions of students and tutor attitudes to smoking in general and their response to NHS adverts. You can use any method (Facebook, face to face, online survey sites) to help gain at least 30 responses.

Purposes of research: audience research (audience data, audience profiling, demographics, geodemographics, consumer behaviour, consumer attitudes, audience awareness) Market research (product market, competition, competitor analysis, advertising placement, advertising effects) Production research (content, viability, placement media, finance, costs, technological resources, personnel, locations) TASK 5 - Collate all your data from your recent questionnaire and develop a pie chart based on those results. You need to have asked at least 30 students and tutors to gain any real feedback. TASK 6 - Now you need to find out what other adverts and the approach they took, possible costs and technical use. You already have plenty of NHS campaigns to look at. Try to find a few more. Collate all your market research onto your Word document. Now develop a effective 30 second anti student/tutor smoking advert.

Criteria 3

Task 7 Present Research: Assemble portfolio of research work (learners should ensure work uses correct citations and bibliography) Develop presentation of research findings Give oral presentation of research findings, advert and conclusions to class.