We tried our best to approach a proportionate number of survey respondents by age group but alas, we were unable to. In order to conduct our survey, we went to a nearby shopping complex and approached random people to ensure that the results were as reliable as possible. From the original 60 surveys given out, we sifted out a total of 41 which had acceptable and complete answers to compile the information above.
An approximate proportion of male and female surveys were obtained, as can be seen from the graph.
1. Are you intrigued and/or interested in the world of advertising and what goes on “behind the scenes?in the creation of advertisements?
As can be seen from the graph, 60% of the people we surveyed were interested in advertising and how an advertisement was made. Our project will show these people and any others like them how an advertisement is made and allow them to gain more information on advertising in general. It will also be useful to some companies should they decide that our conclusion of what a effective advertisement is will be suitable in helping them develop their own advertisement.
2. Do advertisements influence your purchases to a significant effect? (After watching a certain advert you suddenly feel compelled to buy the product, etc.)
To further justify that our project is relevant to the present, 70% of our surveyees said that they were influenced by advertisements to a significant effect. (i.e. a good advertisement attracts the viewer to buy the product while a bad advertisement has the reverse effect)
3. Which medium of advertising do you think is the most effective?
Television Commercials outstrip the other media of advertising by a large percentage, attesting to its effectiveness in selling the product in relation to the consumer. It can be noted that posters, spam e-mail advertisements/adware and other forms of advertising like coupons are the least effective means of advertising a product. Websites and website banners follow close behind in being the next least effective method of advertising. Websites like Youtube.com, which supposedly has the ability to advertise music and other products to its viewers, does not seem to have a large intended effect. This is because people usually view the music videos after they have already known about it.
4. What element(s) do you think are crucial in making the abovementioned media of advertising effective? (choose more than one if necessary)
The graph shows that different elements of advertisements have differing effectiveness. Comparing relative popularity, clear pictures and entertainment value of the advertisement are important to the viewer and thus attract the viewer to buy the product, service or message. Some less prominent elements of advertising like using a “hidden?or “double?meaning behind the advertisement were also highlighted by our surveyees. Contrary to popular belief, bigger does not also mean better ?the size of advertisements in this present age has little effect on grabbing the consumer's attention.
5. What characteristics of advertisements do you find annoying?
Repetitiveness of an advertisement, especially if it is not a good one, scores high on the annoyance scale of our surveyees, along with the gross exaggeration of a product's usability and effectiveness. Other annoying characteristics of advertisements that were highlighted by our surveyees were their clichés and the use of too many models ?the people want creative advertisements, not just flashy advertisements with “cool?effects.
6. Which medium of advertising do you encounter the most?
As we can see from the graph, the effectiveness of television commercials in reaching the viewers is its widespread reach as a means of mass communication to the general population - a television set can be found almost anywhere, in almost every housing abode.
7. Do you think that advertisements in Singapore are restricted in terms of creativity and conservativeness?
It can be seen that most of our surveyees think that advertisements aired in Singapore are restricted in terms of creativity and conservativeness and many of them highlighted that the censorship in Singapore was too strict. Nudity or any vulgar language is not permitted to be aired, even as an artistic form. Politics or anything that has even a mild relation to the different races in Singapore is also not allowed.