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1. Audience Research

2. Here, you can see that I did a survey to understand what are my target
audience’s main interests and their personal preferences towards
equipment along with understanding how much they know about Canon.
The first question I asked was to gage my target audience’s interests in
which there were a variety of different answers however the most popular
answers were gaming, football and watching films or other parts of media
although there was a vast range of other answers. Using this, I can start
thinking about my initial ideas for this project and determine what the
target audience would want in the advertorial.

3. Here, you can see that I did a survey to understand what are my target audience’s main interests and their personal
preferences towards equipment along with understanding how much they know about Canon. The second question
that I asked was to determine if my target audience were used to products that Canon produce as this question
focuses on if the target audience uses cameras. Using the responses, I can gather that although not everyone in the
target audience may have used a camera, a vast majority of 15–25-year-olds seem likely to have used a camera.
Using this, I can gather that my target audience may like more visually pleasing images therefore I should focus on the
quality of the images I use in the advertorial.

4. Here, you can see that I did a survey to understand what are my target audience’s main interests and their personal preferences towards equipment along with understanding
how much they know about Canon. The third question that I asked was to determine if the target audience preferred to take photos with a camera or a phone. Using the
responses, I can gather that although not everyone in the target audience prefers cameras, a vast majority of the people that answered the survey would prefer to use a
camera for more visually appealing photographs. Using this, I can gather that my target audience may like more visually pleasing images therefore I should focus on the
quality of the images I use in the advertorial.

5. Here, you can see that the fourth question that I asked
was to determine what my target audience would expect
from a journey. Using the responses, I can gather that
the target audience have a wide range of different
perspectives for what should be expected from a
journey. The answers I gathered ranged from sightseeing
to a personal journey. Using this, I can concur that the
target audience have a vast number of different opinions
of how a journey should be played out therefore I should
make sure to try and create an idea that caters to as
many of the target audience as possible.

6. Here, you can see that the fifth question that I asked
was to determine if my target audience were used to
products that Canon produce and if they had ever
used them before. Using the responses, I can gather
that although not everyone in the target audience may
have used a Canon product, all of 15–25-year-olds
seem likely to have used a Canon product. Using this,
I can gather that the target audience are already
familiar with Canon and there products.

7. Here, you can see that the last question that I asked
was to determine if my target audience had ever read
an advertorial. Using the responses, I can gather that
most of the people who answered the survey had not
ever read an advertorial. Using this, I can gather that
my target audience may not be initially interested in
an advertorial therefore I should try and make it
visually appealing to pick up and read.

8. Overall, using the feedback from my questionnaire, I have realised that my target audience would be most likely
to pick up and read an advertorial through great use of cinematography that engage the audience through its
beauty. I believe this is the case as when I did the survey the people tended to use cameras however the over
half of them had never read an advertorial thus if I want my target audience to read an advertorial, I will ensure
the final product has very visually pleasing images. In addition, all of the people who answered the survey had
used a Canon product before therefore I can predict that most of my target audience have at least heard of
Canon. I will also have to try to engage the target audience through the written aspects as well therefore the
topic I discuss should resonate with a majority of the target audience whilst also engaging them into wanting to
continue reading. Furthermore, there are a near equal amount of males and females in the demographic of 15-25
year olds so I should not try catering to one side of my target audience and instead try to find a middle ground
where I can appease the whole of my target audience.
AudienceProfile

9. Audience Profile
Demographics
In the UK, roughly 50.53% of my target audience is male
and 49.47% is female. Using this, I will ensure my product
is gender neutral and doesn’t cater to a specific gender so
then I do not lose half of my target audience.
Average Age: 20
Physcographics: mainstreamers,
Average social grade: C

10. Audience Profile
Focus group questions
1. Have you ever read an advertorial? If so what do you
expect from an advertorial? If not why have you not
read one?
2. What would make an advertorial appealing to you?
3. what do you first think of when you hear the word
‘journey’?
4. Do you prefer images or writing?
5. What are your interests/hobbies?

11. Final Verdict
After a lot of consideration, I came up with three different topics I could discuss that fit into the theme of Journeys.
These three options were a mental health journey, a Youtuber journey or a healing journey (being able to accept grief
and overcome it.) The reason I thought about doing a mental health journey was due to the fact it can easily resonate
with a majority of the target audience and can be quite personal for a lot of people who struggle with mental health.
Similarly, I considered a healing journey from a tragedy as many people would have suffered from an untimely passing
of a family member or close friend and if I were to focus on this it could potentially bring comfort to those in stages of
grief. Finally, the last option I thought about was a Youtuber journey as many people tend to start a YouTube channel
as the advert would be able to give advice to help grow your channel whilst also keeping on topic with the theme of
journeys. To conclude, I decided that due to it being the least sensitive subject and can be something that can be
talked about with a positive attitude, that a Youtuber journey would be what I would discuss in the print advert.
Moreover, advertorials tend to be informative and upbeat which can be best achieved through the Youtuber journey as
it can improve the mood of the reader rather than dampen there thoughts and feelings.