MARKET RESEARCH – talia murphy FOR MY SOCIAL AD CAMPAIGN

Purpose of market research The main purpose of market research is to gather information on your target audience and product/project. It assists with decision making, so that no risks can occur. It allows you to understand your target audience. For my social ad campaign I have used to Market research to gain more of an understanding of my topic and its audience and how it needs help and how I can do that.

Types, methods, techniques and sources PRIMARY SECONDARY FOCUS GROUPS SURVEYS QUESTIONNARES INTERVIEWS BOOKS ARTICLES VIDEOS WEBSITES GEO-DEMOGRAPHIC DATA For my research, I did a range of primary and secondary sources such as focus groups, surveys, using books and articles.

MY TOPIC ~ EATING DISORDERS/BODY IMAGE According to Google an Eating Disorder is any of a range of psychological disorders characterized by abnormal or disturbed eating habits, and from THE National Eating Disorder Collaboration, Body Image is is the perception that a person has of their physical self and the thoughts and feelings that result from that perception. These feelings can be positive, negative or both and are influenced by individual and environmental factors. EATING DISORDERS VS BODY IMAGE

Focus group results/summary I operated 3 focus groups, in which I asked a vary of questions that get people thinking about eating disorders and eating in general. For my three groups I made sure they were quite diverse groups so that I got a range of answers so I had more information which I could use to create/base my survey questions and my ad campaign material.

Survey and results… The survey I created was based on the results of my focus group as well as from more research I had composed.

SECONDARY SOURCES WINTER GIRLS… VIDEOS… STATISTICS… ARTICLES…

BIBLIOGRAPHY OF SECONDARY SOURCES… https://www.eatingdisorderhope.com/information/body-image/how-body-image- relates-to-eating-disorders http://www.nedc.com.au/body-image https://www.theguardian.com/books/2011/jan/30/wintergirls-laurie-halse- anderson-review https://www.dosomething.org/us/facts/11-facts-about-eating-disorders https://thebutterflyfoundation.org.au/support-us/maydays-for-eating-disorders/ http://greatist.com/health/social-good-eating-disorder-awareness-022813

Existing campaigns MAYDAYS FOR EATING DISORDERS – BUTTERFLY FOUNDATION FOR EATING DISORDERS : THIS CAMPAIGN IS CREATED TO FUNDRAISE AND RAISE AWARENESS BY, THROUGHOUT THE MONTH OF MAY MAKING SURE THAT PEOPLE DISCUSS E.D’S MORE OFTEN AND TO BE INVOLVED WITH TO RAISE FUNDS AND GET PEOPLE DONATE. THEY GIVE PEOPLE DIFFERENT MEDIUMS IN WHICH THEY CAN HELP SOME EXAMPLES WOULD BE: HOSTING A FUNDRAISING EVENT, PAINTING YOUR NAILS FOR MAY, OR NAIL IT FOR EATNG DISORDERS… Dove campaign for real beauty: This campaign was created in 2004, it was made by dove who wanted women to define real beauty and what they thought that was to defy the stereotypes that occur within our society.

Target audience… MY TARGET AUDIENCE HAS QUITE LARGE DEMOGRAPHIC DUE TO THE FACT THAT EATING DISORDERS EFFECTS AGES FROM 8 ONWARDS AS WELL AS IT EFFECTING ALL GENDERS. AS IT IS SUCH A UNIVERSAL PROBLEM I MADE THE DECISION QUITE EARLY ON TO MAKE IT SO DIVERSE AS ANYONE CAN BE EFFECTED.

Industry codes & ethical issues… With the codes and conventions I found ones that would specially effect my precise ad campaign…

How will I construct my ad campaign… FORM: DOCUMENTARY/TALKING HEADS STYLE: LIGHTHEARTED/ HAPPY LOCATIONS: EVERYDAY PLACES, WORTHING COLLEGE, HOUSE, SHOP, DANCE STUDIO… CONTENT: LOVE THE WAY YOU LOOK WEEK… MODES OF ADDRESS: MIXED VIEW POINT, BOTH FORMAL AND INFORMAL AGE: MAINLY TEENS-ADULTS EVEN THOUGH TA AND DEMOGRAPHIC IS YOUNGER TOO.

LOVE THE WAY YOU LOOK WEEK… RAISE AWARENESS CREATE A BETTER UNDERSTANDING SUPPORT THOSE EFFECTED HELP THOSE WHO ARE EFFECTED PERSONALLY ADVOCATE HELP HELP RAISE MONEY AS A BENEFIT MY IDEA…

Effectiveness of my research I THINK THAT THE RESEARCH I CONCLUDED WAS EFFICENT BECAUSE… CHANGES I MAY HAVE MADE IF TO REPEAT THE PROJECT/PROCESS WOULD BE… ANY PROBLEMS I ENCOUNTERED…

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