Unit 6.

1 - Critical Approaches to Creative Media Products

Nicholas Davies

Mad Men advertising quote - "Advertising is Happiness..."

Qualitative research is based on understanding opinions, reasons and

motivations providing insights into the problem or help to develop and
expand ideas and hypothesis for potential quantitative research.
Qualitative research is used to uncover deeper thoughts of a problem.
Qualitative data is more subjective and is a form of unstructured or semi
structured techniques.

Qualitative data collection methods include various forms of focus

groups, one to one interviews, participations and observations.
Focus groups is a group of people assembled together to participate in a
discussion about a product before it is launched, the area they live in or
to provide feedback on a product, the area they live in or politics etc.
One to one interview is where two people sit together and discuss
issues/problems that need to be solved, politics, products or starting a
new job e.c.t. Participations is where one or more people take part in
doing something such as helping the community, selling products for
small or even large companies or taking part in an activity. Observations
is where one or more people observe something or someone, product
and its growth or fall, a companys profit, games, films or those people
are just actively observant where ever they go.

Quantitative research is more objective and is a way of gathering

mathematical data that can be transferred into useable data. Attitudes,
opinions, behaviors, and other defined variables generalize results from
a larger population. Quantitative Research uses measurable data to
formulate facts and uncover patterns in research. Quantitative data
collection methods are much more structured and systematic than
Qualitative data collection methods.

Quantitative data collection methods include various forms of surveys, in

person interviews, polls, websites, over the phone, systematic.
In person interviews is where an employer and his coworker and the
employee are in the same room, this usually occurs when they are
applying for a job. Polls are where companies or people ask a question
and give multiple answers, for example What is your favorite iPhone? A.
i7 b. 6s c. iSE d. 6s+. Websites will very often ask you to fill in a
questionnaire, usually after you order a product like on Amazon, eBay or
when you have come back from a holiday or flying with an airline, sailing
Unit 6.1 - Critical Approaches to Creative Media Products
Nicholas Davies
on a cruise liner or when youve used a service provider. Over the phone
questionnaire is similar to the one used on websites but it is over the
phone and you are talking to either another human or even an
automated system, phone companies and service providers love to use
this.

Both of these methods are a form of Primary Data Collection, where

you collect the data first hand, yourself and not from someone else or
from somewhere else.

Qualitative is about opinions, ideas, feelings and observations.

Quantities is about factual evidence and data and manipulation of data.

Coca Cola is an international drinks company that first started in New

York Harbour, 1886.
It was 1886 and in New York Harbour, workers were constructing the
Statue of Liberty. Eight hundred miles away, another great American
symbol was about to be unveiled. Like many people who change history,
John Pemberton, an Atlanta pharmacist, was inspired by simple
curiosity.
One afternoon, he stirred up a fragrant, caramel-coloured liquid and,
when it was done, he carried it a few doors down to Jacobs Pharmacy.
Here, the mixture was combined with carbonated water and sampled by
customers who all agreed this new drink was something special. So
Jacobs Pharmacy put it on sale for five cents (about 3p) a glass.
Pembertons bookkeeper, Frank Robinson, named the mixture Coca
Cola. (Coca Cola).
Over time Coca Cola has introduced new brands and bought other
companies and it only supplies drinks. Coca Colas products are: Coca
Cola Classic, Coca Cola Zero Sugar, Coca Cola Life, Diet Coca Cola.
Coca Cola bought: Dr Pepper, Dr Pepper Zero, Sprite, Sprite Zero, Lilt,
Lilt Zero, Oasis, Oasis Light, Schweppes Water, Schweppes Mixers,
Schweppes Lemonade, Schweppes Cordials, Schweppes Slimlime,
Schweppes Sparkling Juice Drinks, Glaceau Smartwater, Glaceau
Vitamin Water, Glaceau Vitamin Water Zero, Minute Maid, 5 Alive, Fanta,
Fanta Zero, Roses, Kia-Ora No Added Sugar, Powerade, Appletiser,
Powerade Zero and Honest.
Unit 6.1 - Critical Approaches to Creative Media Products
Nicholas Davies
Coca Cola is everywhere, in almost every shop, high street, street
corners, just everywhere, its an international company that everyone
knows about, its so big that its super rare to find someone who doesnt
know about Coca Cola. The company has been everywhere advertising
their product, on bill boards, lorries, trucks, vans, cars, planes, ships,
basically anywhere people can see, to entice them to buy it, theyve
done this since they first started, very good way to encourage people to
buy their products. Incidentally Coca Cola did a survey that 1 in 10
people didnt know that Coca Cola Zero Sugar was owned by Coca
Cola.

Coca Colas old brand strategy was Open Happiness which meant that
when the consumer opened the bottle or can they felt they would get a
sense of happiness. This is a marketing strategy that they used to pull in
consumers by targeting their emotions. Everybody wants to feel happy
and they used this to their advantage.

Coca Cola has a new slogan, Taste the Feeling. This slogan gives a
new emotional sense that drinking any Coca Cola branded products
would give the consumer a special feeling. This strategy was used to
make choice easier and simpler by marketing all coca cola products
under one brand. This was named the One Brand marketing strategy
and was released last year but will be promoting it throughout 2016-
2017. Another way Coca Cola marketed their product was through
football because it is an extremely popular and international sport. This
allowed their brand to be viewed all over the world.

Coca Cola also conducted a qualitative research test by using a focus

group to taste their new product, to find out if it is what the consumer
would want. The result of this was clearly a success as they are now
selling the new product in stores across the globe. Coca cola also used
polls and surveys to conduct more research into their new brand and
product. This allowed Coca Cola to gather more information on public
image of their brands and who would buy their product, such as a
younger target market.
Coca Cola has always appealed to a younger market because thats the
sort of people who would want to buy their product to make themselves
seem and look cool. An older market wouldnt necessarily need to make
themselves look and seem cool because they dont necessarily need to.

Apple was founded by Steve Jobs, Ronald Wayne and Steve Wozniak in
Cupertino, California, April the 1st 1976. Apples products consist of:
Unit 6.1 - Critical Approaches to Creative Media Products
Nicholas Davies
iPhones, iPads, Macintosh, Apple Watches, Quick Time, Apple TVs,
iCloud, iTunes, iOS, AirPorts, iMacs, Magic Accessories, iLife, iWork,
Logic Pro X, Final Cut Pro X, Swift Playgrounds, iPods, Apple Pay and
Apple Retail Stores. Apple gathers a small focus group to test out their
new products such as the new iPhone i7. They do this to see what the
consumer would want, need and to see how people would use them and
what their target audiences are. They also have online surveys and polls
to see what they should do next and to see if their product is being put to
good use. Apple also use a series of mathematical algorithms to ask
questions and use the data that they collected to see what the people
want. All Apple wants to is make themselves money and make
themselves seem good. Apple separates themselves from anyone else,
if you notice their apps and products are completely separate to anything
else so they gain more money and people. They are clever in the way
they do this. And in my personal opinion I dislike Apple a lot.

Psychographs - Interests and lifestyles is the study of lifestyles, values,

attitudes, interests and personalities. Media companies use this to find
out their audiences. This method is called VALS. Originated in the USA
in the 60s, 50s. VALS means values and lifestyles. There are 7 main
categories.

Category 1, The Belongers: Conformists, have mainstream values,

reluctant to take risks. Fit Middle Class stereotype. Reliable, well
known, trusted companies. Such as shops, Tesco, has everything,
advertising a married couple. Waitrose and M&S and John Lewis are
very Middle Class. Holidays, all inclusive holidays. They tend to have
traditional in outlook and habits. Sony and Marvel are probably their
selected choice of media.

Category 2, The Achievers: Prosperous: doing well in life, financial

stability. They make their own decisions. A lot of advertising is directed to
this kind of target audience because of money. Apple, Samsung, modern
technology, expensive things are probably their selected choice of
media.

Category 3, The Socially Conscious: They are aware of whats going on

in society, the environment, health, charities, studies and politics. They
find out anything via any news or awareness source. They try and
change and improve or at least help to change and improve things such
as giving money to charities. These people tend to be more politically
active. Care about whats happening in the world and try and change it.
Unit 6.1 - Critical Approaches to Creative Media Products
Nicholas Davies
They are positive. Self-motivated, confident and social. The co-operative
and anything Broadsheet related papers are probably their selected
choice of media.

Category 4, The Aspirers: This is defiantly me!

They havent achieved anything yet you want to. They aspire to a better
life, but not quite sure how to. They have the dreams, the intent but dont
have the financial stability and/or motivation and/or confidence. Aiming
for prosperity. Some form of status. Status-seekers. Marvel, DC,
calendars, modern technology, be seen having something expensive are
probably their selected choice of media.

Category 5, The Experientials: They tend to be experienced,

experimental the risk takers. An upscale audience for media producers.
They are the motivated ones.
Apple Watch, New games consoles, New devices are probably their
selected choice of media.

Category 6, The I-Am-Me: Appeal to those who make themselves

different. This kind of audience is youthful, energetic and demanding.

Category 7, The Explorers: The Creative and prosperous people. They

are Willing to try different products and way of doing things. Madmen
Advertisement is Happiness. They are the ones that tend to have some
form of financial stability.

I wish to be almost all of these but just dont have the motivation or the
confidence anymore.
Unit 6.1 - Critical Approaches to Creative Media Products
Nicholas Davies
Resource
http://www.snapsurveys.com/blog/what-is-the-difference-between-
qualitative-research-and-quantitative-research/

http://www.orau.gov/cdcynergy/soc2web/content/phase05/phase05_step
03_deeper_qualitative_and_quantitative.htm

http://www.coca-cola.co.uk/?gclid=CLnCqYSM1c8CFYXPcgodXNQAJg

https://www.ukessays.com/essays/marketing/quantitative-analysis-on-
apple-and-samsung-smartphone-marketing-essay.php

https://www.apple.com

http://www.coop.co.uk

http://www.macworld.co.uk/feature/apple/history-of-apple-steve-jobs-
what-happened-mac-computer-3606104/