1. SOCIAL ACTION AND COMMUNITY
MEDIA
Research - Task 4

2. Questionnaire – Question 1
The purpose of this question was to determine the age of my potential target
audience in order for me to understand my audience fully and make sure that the
product that I produce will be appealing to them in order for the message depicted
within my products to be understood by the audience.
As you can see the majority of people that answered this questionnaire were aged
16-20, this tells me that there could potentially be a large number of younger people
of this age who will be interested in the subject of SASH, therefore it would be a
good idea to produce designs that will be appealing to this age group, for example
make sure that the language used is not overly complex in order to ensure that the
product will be fully understood by the viewers.

3. Questionnaire – Question 2
The purpose of this question was to determine the gender of my potential target
audience in order for me to understand my audience fully and make sure that the
product that I produce will be appealing to them in order for the message depicted
within my products to be understood by the audience.
The below image shows that just over half of the people that answered the
questionnaire were male, I can use this information in two ways – I could decide that
potentially the majority of my target audience will be male and produce products that
will be appealing to mostly men by using dark colours and masculine typography etc.
or I could notice that nearly fifty percent of people were male and the other fifty
percent were female, meaning that I could produce products that will be both
appealing to men and women by having neutral colours and fonts that will not be
appealing to a specific gender.

4. Questionnaire – Question 3
After the age and gender of my audience had been specified I was then able to
ask the below question in order to understand the audience’s tendencies when it
comes to charity donations. I thought that this question would be vey useful to me as
it would determine how much persuasive techniques I would have to use within my
products, for example if the majority of the audience had not made donations to a
charity, then I would make sure that the products that I produce were heavily
persuasive in order to influence the audience’s characteristics so that they help with
the charity SASH.
A very large percentage of the people who answered this questionnaire answered
‘Yes’ to this question, this means that they will be more likely to donate to a charity
when seeing an advertisement and could also mean that they are more influenced by
advertising by charities. This means that I can be more subtle with my campaign and
the way in which the message is put across because my audience are heavily
influenced by charity advertisements and have donated to charities in the past.

5. Questionnaire – Question 4
The purpose of this question was to find out how much money people are
comfortably willing to donate to a charity, I asked this question because I thought I
could use this piece of information within my advertising campaign as a way of
getting as much information to the audience as possible and making it even easier
for them to donate to the charity as all of the information they need ie, how much to
donate and how to donate would be available to them which would make it more
likely for them to donateto the charity.
Over half of the people who took part in this questionnaire decided that between one
pound and five pounds would be an acceptable amount of money to donate to a
charity per month, this is very useful to me as I now know and understand that this is
what would please my audience, which means that if I were to use this piece of
information within my advertising campaign I will be more likely to attract my target
audience.

6. Questionnaire – Question 5
By asking this question I though I would be able to clearly see the kind of
charities that most people are aware of so that I could look at the most successful
charities and see what it is about their advertising campaigns that are successful.
Also I would be able to see, after creating a graph, what genre of charities are most
well knows, for example animal charities or homeless charities.
Below there is evidence that the people who answered my questionnaire mostly
knew about the Caner Research UK charity, then the RSPCA, closely followed by the
NSPCC. Now that I have this information I can look into these
Name 5 charities that you are
aware of
30
25
20
15
10
5
Age UK
Branado's
British Heart Foundation
Cancer Research
Cat's protection
Children in Need
Help for heros
MS Society
NSPCC
Oxfam
PDSA
Queens Court Hospice
Red Cross
RSPCA
Save the children
Shelter
Starlight
St Micheal's Hospice
Tree of life
UNICEF
Water aid
We are Mcmillan
Yorkshire air ambulance
0
charities and past advertising
campaigns to see what has made
them so successful. I can look at the
imagery they have used and look at
the specific angle they have taken in
order to catch people’s attention. In
doing this I will then try to embrace
some of these attributes to attract my
target audience when producing my
own products within my advertising
campaign.

7. Questionnaire – Question 6
After looking into different advertising strategies that are used by popular
charities, I realised that there are two main angles that are used when advertising –
positive or negative. So I decided to ask my audience which one they would prefer
and think would be more effective in an advertising campaign. I asked this so that my
knowledge of what my audience likes and dislikes would be developed and so that
the final product that I create would be attractive to them specifically.
The majority of people who answered this question said that a campaign poster
based around the positive effects that a charity has had on their clients would be
more effective that a poster based around the negative problems that the charity are
trying to tackle and resolve. This is useful to me as it means that I can easily decide
to create a product that has more of a positive impact on my audience as this is what
they prefer and in producing my product I want to make sure that it will attract the
correct target audience.

8. Questionnaire – Question 7
I wanted to find out if the people that answered the questionnaire thought that it
was important to use bold and bright colours within a campaign poster. I thought that
their responses would help me to understand my audience fully and for me to
consider them when designing the product, if I designed a poster and wanted it to
appeal to my target audience, it would be a good idea to use a colour scheme that I
knew my target audience preferred.
In the bar chart below you can see that over half of the audience answered ‘Yes’
when they were asked if they thought bold and bright colours were mandatory for a
charity campaign poster. Most of the people said that it was important for the poster
to be eye-catching and lively, however the people who did not agree with this said
that they think that a muted colour scheme could be just as effective and attractive
as a colourful poster. I could decide to use this information and make my product
bold and colourful to attract the correct audience, or I could decided to have a black
and white colour scheme to make the campaign more striking, and therefore eyecatching as well.

9. Questionnaire – Question 8
The aim of this question was to find out where people have seen charity posters
before and where they would expect to see a poster promoting a charity. Finding out
this information would mean that I could plan where I would place my own products
in order for it to be seen by my target audience.
Even though all of the responses were different from the people who answered my
questionnaire, I was still able to see a trend within their answers. Mainly public
places were stated, places that are very visible to all people. Having my product in
such places will mean that it can be viewed by as many people as possible, getting
the message across to the public more effectively. Also because SASH is a
homeless charity I will make sure that it will be in places that are designed to help
people such as youth centres etc, to try and get my product noticed by people who
are homeless to make sure that hey know they can ask for help.

10. Questionnaire – Question 9
I decided to ask this question so that I could find out what my audience would
prefer on an advertisement and if they though having a larger text : image ratio would
be more effective. The answers that they give will determine the amount of text and
imagery I will use within my final products, if the audience prefer more text I will use
more text and vice versa. This is because I want to make sure that my product is
refined to match the needs of my target audience in order for it to be appealing to my
audience.
A very small amount of the people who took part in my questionnaire said that
they would prefer more text over images, a larger amount of people said that they
would prefer more imagery over text, and over half of the people asked said that they
would prefer an even amount of text and imagery. I will therefore try to please my
target audience and take this into consideration when designing my final products for
my advertising campaign.

11. Questionnaire – Question10
This question was very basic and its aim was purely to decipher what form of
print advertising I was going to chose to create within my advertising campaign. I
would take into consideration what products my audience say they thing would be
most effective when making the decision as to what to produce.
The two most successful options that my audience chose where billboards and
posters. I could decide to produce a poster that could also be used as an image for a
billboard, thus means that I would be using the most effective form of advertising that
my audience think is the most appropriate too, making it more appealing to them.