MARKET RESEARCHSNAPBACKS

The snapback is a product that is built and aimed to the youth, the buyers of snapbacks are usually teenagers, around the ages of 12-19 (this doesn’t disincline individual that don’t fit this description). So the methods used to advertise snapbacks are ones that will reach out and relate to the youths whereabouts and interests.

Snapbacks are a very broad and varied product, there are many different types of snapbacks and many different uses, from popular brand snapbacks such as ‘Adidas and Nike’ to more underground brands such as ‘Latest Kings and Obey’, to the variety of uses, weather this is for sport (snapbacks are a cap that is originally worn by cricket players) or just for fashion purposes. This means that there are also many different ways that this product is advertised.

In the media snapbacks are advertised in a way to reach its target audience, different companies use celebrity endorsement as a form of advertising (this is a very effect form of advertising as celebrities are very influential to the youth), these companies pay celebrities to wear and publicise this product, weather this is through public appearances, music videos or on stage. These company’s also use other common methods to advertise their products such as, TV advertising and printed advertising (which includes magazines, posters and billboards).

Snapbacks are also well advertised in the streets and shop, this is from shops that display a massive collage of snapbacks out of the window (which some individuals take pictures of and post online which then go viral), to street dancers and entertainers who wear and glamorise the snapbacks.

Basic information about snapbacks can also be found in two main ways, advertising of this product is also done online, there is a huge number of websites about snapbacks. Due to the fact that this product has a massive range of brands, its featured on many different sites, such as the popular ones like JD sports and Nike, to others like Cashletes.

Included Information

• They show a picture of the front of the hat quite close up.

• They also show the price• They show the full name each

hat has its own name You can click on the hat to get more information.

GENERATING IDEASIDEA 1

IDEA 2

IDEA 3

RESEARCH ISSUES AND NEEDS

Snapback have a very wide range of options, because of this they also have a wide range of buyers, but a lot of these buyers do fit a certain description:Teenagers and young adults, Ages 12 – 22, Mostly males

Teenagers and young adults around the ages of 12 to 22 are mostly either student or are participating in an apprenticeship or some form of further education. This means that they don’t earn a terrific amount of money, as a majority of them work part time placement. These placements are usually jobs such as:

•Agricultural or horticultural work. •Retail and sales (working in a shop).•Hairdressing (usually apprenticing)•Working in an office •Washing cars (this disinclines washing them in garages) •Working in a café or restaurant •Domestic work in hotels or retirement homes •Cleaning and runner jobs in popular tourist attraction sites

A lot of these jobs will earn the teenagers from the typical minimum wage of:£3.76 per hourTo the average rate per hour of a teenager living in the United Kingdom £6.76

Occupational Classification

Psychographics

Teenagers and young adults from the ages of 12 to 22 are usually the kind of individuals that like to keep up with the latest trends; this is great if your product is new and fresh as a lot of them would buy your product, but this also means that their not loyal, because if your product runs out of style/fashion or another product becomes more popular, this target audience would leave your product and start buying whatever else is new. Teenagers and young adults are a very active group of individuals as they have a lot of time to be active between, school, college, university or apprenticeship placement and work or extra hobbies. Their youth age keeps them extremely active and busy, for even when their not participating in a sport or educational activity, their socialising with their friends in some way, whether this is outdoors or indoors,

GeodemographicsSnapbacks are urban style product, they appeal mostly to teenagers of what is considered middle-class/lower class individuals. Snapbacks average price range is: £16.99 - £35.99

The place I would sell my snapbacks is in an area that would fit the description of:Places where you find this target audience – London High Streets and various shopping centres

Forms of advertising in this area- Moving imageOther- using websites like YouTube, Facebook and Twitter. Channels advert could be viewed (I have chosen these specific channels and times as I have conducted research on what channels UK teenagers view the most:

Channel 4 BBC Three ITV 1 ITV 2 MTV VIVA AKA (this is not a channel based on this statistic, but it’s one in which a

majority of my target audience view).

Investigating legal and ethical issues

These are all the legal issues that all adverts must resolve and comply in order for their advert to be suitable for viewing on television.   Compliance is a Code in which Broadcasters must make sure that advertisements should not mislead or cause serious or widespread offence or harm, especially to children or the vulnerable.

(Taken from http://www.cap.org.uk/The-Codes/BCAP-Code/BCAP-Code-Item.aspx?q=Test_General+Sections_01+Compliance_Rules#c45, the rules are: Advertisements must reflect the spirit, not merely the letter, of the Code.Advertisements must be prepared with a sense of responsibility to the audience and to society.Advertisements must comply with the law and broadcasters must make that a condition of acceptance.Advertisements must not state or imply that a product can legally be sold if it cannot. Advertisements must contain nothing that could cause physical, mental, moral or social harm to persons under the age of 18.Advertisements must not cause serious or widespread offence against generally accepted moral, social or cultural standards.Advertisements must not exploit the special trust that persons under the age of 18 place in parents, guardians, teachers or other persons.Advertisements must not include material that is likely to condone or encourage behaviour that prejudices health or safety.Radio only – Advertisements must not include sounds that are likely to create a safety hazard, for example, to those listening to the radio while driving.Television only – Advertisements must not include visual effects or techniques that are likely to affect adversely members of the audience with photosensitive epilepsy (see Ofcom’s Guidance Note for Licensees on Flashing Images and Regular Patterns in Television).Television only – Advertisements must not be excessively noisy or strident. The maximum subjective loudness of advertisements must be consistent and in line with the maximum loudness of programmes and junction material.

Broadcasters must endeavour to minimise the annoyance that perceived imbalances could cause, with the aim that the audience need not adjust the volume of their television sets during programme breaks. For editorial reasons, however, commercial breaks sometimes occur during especially quiet parts of a programme, with the result that advertisements at normally acceptable levels seem loud in comparison.Measurement and balancing of subjective loudness levels should preferably be carried out using a loudness-level meter, ideally conforming to ITU recommendations1. If a peak-reading meter2 is used instead, the maximum level of the advertisements must be at least 6dB less than the maximum level of the programmes3 to take account of the limited dynamic range exhibited by most advertisements.The relevant ITU recommendations are ITU-R BS1770 Algorithms to measure audio programme loudness and true-peak audio level and ITU-R BS1771 Requirements for loudness and true-peak indicating meters.Peak-reading meters should be a PPM Type IIa as specified in BS6840: Part 10, Programme Level Meters.Normal convention for analogue audio is that the peak sound level of programmes is set to be no higher than +8dBm, which corresponds to 6 on a peak-reading meter. The peak sound level of advertisements should therefore be limited to +2dBm or 4.5 on a peak-reading meter. Note: +8dBm corresponds to a digital audio level of -10dB relative to digital clipping level. ITU-R BS.645 and EBU recommendation R68-2000 describe how analogue audio levels should be translated into digital levels.Advertisements must not condone or encourage harmful discriminatory behaviour or treatment. Advertisements must not prejudice respect for human dignity.Advertisements must not condone or encourage violence, crime, disorder or anti-social behaviour.Advertisements must not distress the audience without justifiable reason. Advertisements must not exploit the audience’s fears or superstitionsTelevision only – Animals must not be harmed or distressed as a result of the production of an advertisement.Advertisements must not condone or encourage behaviour grossly prejudicial to the protection of the environment.

My advert will consist of a very honest and natural campaign, in which the product being sold will be shown as it is, without misleading or exaggerated content or elements, which would avoid the breach of these codes, my advert will also not contain any explicit content, which makes it suitable to view on any media form, on any channel and time.

My Advert will be one adverting snapbacks (a type of hat), this product is one that consists of many different brands, and my advert will not just be advertising one brand but it will advertise a variety of brands as it is one which will bring awareness of snapbacks and provide information on where you can get them.  My advert is aimed at teenagers and young adults in the United Kingdom around the ages of 12 to 22, the advert will appeal to my target audience with its natural and relatable theme, as I will show footage of people around the same ages as my target audience wearing snapbacks whilst participating in everyday activities that my target audience do. My video will be shot in many different locations showing a lot of different individuals over some background music (like a montage).  • After showing all of my footage, near the end of the advert it will feature such

information as:•  Name of product- Snapbacks • Tagline- ‘Stepback and take a look at a Snapbacks’ • Brands – Brooklyn, Adidas, Obey, Last Kings, A-Town• Information on where to get the product- List of shops and websites, such as

ebay, office, JD, milanoo and snaphats

Project Proposal