Pitch Reflection-Wispa Chocolate

The questionnaire we produced covered both qualitative and quantitative market research. An example of a question we asked was 'what chocolate related advert do you like the most'? this is a useful question to ask our target audience because then we can look at the advert(s) they have put down and try to add in elements of that advert, this will increase our chance of making it enjoyable for them. Our questionnaire provided us with an insight into what kind of things our target audience like/how they feel etc, this is through qualitative questions we asked such as 'what does this chocolate conjure up in your mind?'. Quantitative questions which gave us an idea in scale of how much people liked something, an example 'on a scale of 1 to 10 what would you rate Cadbury Wispas'?
This did affect the way we will construct our advert because it gives us a base and a general idea of what possible codes and conventions we can include to make it appeal to our target audience.

Before researching into Wispa, my group and I looked at several Cadbury adverts on other chocolates, such as Crunchie, flake, dairy milk etc. We drew that in order for us to get an idea on how chocolate adverts are constructed we needed to do this so that we weren't basing everything on Wispa. This didn't massively influence my particular idea because most of the ads I saw were quite ambitious and knowing that I am limited on budget, It didn't change anything in my idea. Next I looked at some of Wispa's past adverts and thought that they were not very exciting or appealing to me, provided I do fall into Wispas target audience. Also, on slide 13 where we spoke about our competition (Galaxy bubbles,Aero) I also looked at their adverts and found that for instance Galaxy bubble is presumably targeted towards women because it shows a women, wearing and dress who is either at home lying down or simply looking fancy. This is possibly an influence to my idea because I have a lady who is the cast, and in order to not just appeal it to women I need to make sure she looks different to the portrayal on those adverts.

Our target audience is both genders, all races/ethnicity's and an age range of 7-30. The socio-economic class is probably D-C's. From looking at various chocolate adverts I did get a better understanding of who my target audience would be, as I was unsure whether chocolate was only a children/adolescents sweet or not.

On slide 5, I spoke about the ASA , CAP and OFCOM. These are the media companies who regulate under the various laws, on constraints in advertisements. The constraints that will affect my creative thinking is things like cap code 05 Children, where the principle is that care should be taken when featuring children in an advert. A rule I would have to comply to is '' Children must not be shown unattended in street scenes unless they are old enough to take responsibility for their own safety.
Pedestrians and cyclists must be seen to observe the Highway Code''. This means that because a child is featuring in my advertisement I will have to make sure that they are looked after by either me or somebody in my group. If any harm comes to them, it means I have broken a rule and will face consequences. Other constraints I will have to keep in mind would be ; Food and soft drink product marketing communications and children. Where I cannot promote an unhealthy lifestyle etc. These are enforces by CAP through the ASA. 

On slide 4, we spoke about Cadbury's ethos which was; serenity, luxury and family values. I think we did convey this effectively because we displayed pictures which helped our audience understand what we were talking about better and we also went through each on saying why this is what they stand for. For example, when talking about why Cadbury stand for luxury, we said that the colour of their packaging is purple which connotes luxury as this colour is often seen in the royal family. 

We spoke about scheduling and explained why we chose to place our advert on Channel 4 during The Simpsons show which is around 6:00-6:30pm. This is on slide 16, we chose Channel 4 because it is the channel where we expect both children and adults will be watching, considering this for the target audience. If we chose a children's channel like CITV then we would be risking the majority of our target audience, also by placing it during The Simpsons, which is a family show, we can be guaranteed that a family is going to sit and what it and therefore see our advert. As one of Cadbury's ethos is family values it is only right to place it during The Simpsons. The feedback we got was 

Slide 13, showed our competitors, which are Galaxy Bubbles and Aero, this is because they have the same content, and they all have bubbles! This did affect our planning because if our target audience have never had a Wispa then how can we make them buy a Wispa as a pose to an Aero? We decided that as part of our planning we will include a question about these two chocolates to see what the general reply will be. Therefore it did affect our planning because it mean that we had to consider it as something important, as part of our on going research.