Market Research – The Art and advertising Market research objectives:The survey must give broad directions to adapt better the advertising conception to a target of young people I had realise this survey to know better what is important for young people in the publicity.
Marketing survey results:The questionnaire was administrated to people aged between 18 and 24 years old. 46 persons answered the survey “Art and Advertising”. The target really was sensitive to the Art. 85% of the respondents agree with the fact that we can consider the advertising as an Art. This result permits companies to use that way of advertising linked to a commercial purpose. The last 15% are not convinced that we can use art in advertising concept because traditionally art is not a concept related to merchandising or used as a commercial tool. However we can suppose that this part of target will be sensible to the artistic quality of the media and they will be probably more demanding.85% of the respondents agree to say that a commercial or advertisements are most effective when they are containing an artistic value. And the best ways to communicate are using humour for 80% and originality for 85%, then the message, in the third place, with 45%. We can advise companies to communicate most on the message and the company image than on the product to be efficient.In addition to aesthetic quality, the realism (25%) and modern art (23%) represent the best ways to design the advertising. We can notice that this category of young people pays attention to Pop Art concepts (45%).The best media to communicate are, in their view, the TV commercials (59%) and also bills and posters (26%). At the present time, the internet is not a good way to use influence with the target.Lastly, the 60% of females and 40% of male who participated, remember more the advertising when they are in luxury or shopping goods areas. The areas of the internet and the mobile technology are also well appreciated. We can name: Chanel and Dior, Coca-cola and Evian, and also SFR,
Orange, Sony, Canon for their TV ads. Then there are Diesel and Benetton advertisings in the fashion trade and their bill and posters communication. Conclusion:To attract people and interest the advertising media must be really original with a humorous element. We can consider that if the company has good brand recognition the advertising will be more efficient.
