From researching How promotional videos have changed over time I now wanted develop my research further to make sure I have more knowledge across the board to help me with my overall project. The website Instapage has some good information on the evoloution of advertising.

The site mentions some information that the video on the Multimedia page did as it says that the first newspaper ad was published in the U.S in 1704 but I don’t want to focus on this I want to come way further up the timeline and talk about more recent developments.

Here is a screenshot off the website where it says the first online banner was made in 1994 and it is a simple click ad and these are still used a lot nowadays where they will use a rhetorical question or just tell you to click, like or share and people do it and its a very simple way to bring people in with interaction. As you can see it says 44% of people who saw it clicked on it which is a fairly high success rate.

The year 2000 is when mobile ads started to creep in and then in 2007 when the original iPhone was released mobile advertising came to smartphones. Then with the launch of the App Store in 2008 with the iPhone 3G allowed advertisers to take advantage of mobile app ads instead of mobile web browser ads.

The website says that in 2008 when social media advertising began starting with Facebook ads they became popular because most consumers trust other consumers before they trust a brand hence the rise of user generated content. Essentially, consumers have become part of advertising, rather than just passive onlookers. This is because of the screenshot below because if you see your friend is a fan of a page you will want to check it out to.

 

This site states social media perfectly nowadays and how perfect it is for growing your brand because it says when users find a product they’re interested in or something they know someone else would be interested in they are likely to share it and others follow suit.

This information has helped me a lot because now I know I need create a message in the video that gets people to like, share and even book sessions with Josh so for the ending maybe I can make some Motion Graphics as an ending, this will also help me add mor skills into my project, I think if I add a trendy outro that is attractive and if the video is amazing it will persuade people to like, share and book.

Quick, T., 2020. The Evolution Of Advertising & How Personalization Improved Over Time. [online] Instapage.com. Available at: <https://instapage.com/blog/evolution-of-advertising&gt; [Accessed 11 March 2020].

I have realised I didn’t have enough information about my target audience as I didn’t have anything specific I just said my audience is people that want to workout and need motivation however I wanted to get some more specific details so I sent Josh a message asking what gender and age his clients are, he then responded with this text below.

I am quite suprised he doesn’t have more males clients but maybe this is something we can try and achieve to try and grow his male audience but as the majority of his audience are women we need to make sure we make the video appeal to more women, I can do this by getting women to do the testimonials as I think this will persuade other women to join. I will also hopefully be able to record women and men so it appeals to both men and women because if I don’t have both genders one gender may think that Josh doesn’t train both or may not want to be the first male or female to join, so getting both genders will be the best. Also I notice he has a very large age range so I think getting people both sides of the age range is also key to make it known he trains a different variety of age ranges as well.

I wanted to get some more historical awareness on advertisement/ promotional videos to help me find out the basics as I think knowing the basics of advertisements/ promotional videos will help me make the perfect videos for Josh.

When searching on Google how promotional videos have changed over time I came across a site by RiverTown Multimedia and they have some good historical information, they also have a video by a channel called Mashable Brand X that has some very good information on.

The first ever American ad was a newspaper ad in 1704, there was then a recruitment ad in 1776 for the Army.

In the 1800’s the first billboards appeared and ad agencies began to setup shop.

In 1891 companies like Kodak began selling there brand, not just the product.

In 1908 companies like ford began sponspored publicity events.

In 1920 Soap Operas started on the radio.

In 1941 was the first television commercial this then meant ads kept rising in price as in 2002 there was a Britney Spears Pepsi Ad costing 7.5 Million.

Then the internet adverts became huge and first the first time in history people could select the types of adverts they want to see based on there personal preference and brands started working with publishers to create content.

The information above is from the video and it really shows the development of video and how huge it has become since advertising first started.

The site then says that advertising and marketing consists of two major components which is Data and Research and sociologicaly/Psychology. It then goes on to say its good to have a target market but if the message doesn’t resonate with the audience it won’t have the maximum results. It then says if we can’t reach people and touch them in their core it won’t change their behaviour with our message.

This information has helped me because I now have realised the power of how much advertisement has risen since it first started and the website has also made me realise I need to make sure my videos really effect people and make them want to use Josh and feel motivated but after doing my primary research I know a bit about what motivates them as they said seeing other people working out is what motivates them but I now need to look into how it motivates them so I can really make the videos have an effect on my audience.

Multimedia, R., 2015. How Advertising Has Changed Over Time. [online] Rivertownmultimedia.com. Available at: <http://www.rivertownmultimedia.com/dont-go-changing-how-advertising-has-changed-over-time/&gt; [Accessed 10 March 2020].

YouTube. 2014. The History Of Advertising In 60 Seconds. [online] Available at: <https://www.youtube.com/watch?v=7d3VAYGnXjY&feature=emb_logo&gt; [Accessed 10 March 2020].

I now wanted to look into the Maslow theory to help develop my idea further this is because the Maslow theory is all about what motivates human behaviour because according to humanist psychologist Abraham Maslow our actions are motivated in order to achieve certain needs.

From the screen shot below you can see that his hierarchy suggests that people are motivated to fulfill basic needs before moving on to other, more advanced needs. As a humanist Maslow believed that people have an inborn desire to be self-actualized, that is to be all they can be.

The 5 different levels of needs are Physiological, safety, love/belonging, esteem and self-actualization.

Maslow also believed that the needs at the bottom of the triangle such as the need for food, drink and warmth etc all need completing before you move onto the next need which is love, friendship and intimacy and as you go further up the triangle you become to feel more accomplished.

 

Here are the 5 different needs in detail. In my opinion the three needs esteem, phsiological, security and safety are all important to fitness and working out as I think people will have accomplished these when they have worked out so motivating people through the video to workout could actually help them climb the chart of this ‘Maslow theory.’

According to the website maslows theory has become wildly popular both in and out of psychology. The fields of education and business have been particularly influenced by the theory. While popularm Maslows concept has not been without criticism.

The reasons for the criticism are because Wahba and Bridwell reported that there was little evidence for Maslow’s ranking of these needs and even less evidence that these needs are in hierarchical order. The site also says other criticisms of Maslow’s theory note that his definition of self- acualization is difficult to test scientifically. His research on self- actualization was also based on a very limited sample of individuals, including people he knew as well as biographies of famous individuals that Maslow believed to be self- actualized.

Regardless of these criticisms Maslows theory was still influential because rather than focus on abnormal behaviour and developnent Maslow’s humanisitic psychology was focused on the development on healthy individuals.

These results suggest that while these needs can be powerful motivators o human behaviour, they do not necessaily take the hierarchical form that Maslow described.

After reading up on the Maslow theory I have learnt a lot about the needs of how people read stuff and how Maslow thinks all these needs need to be completed to feel self- actualized I can see how this theory works and I think several needs may be completed if people watch the videos and become motivated to workout.

Cherry, K. (2019). How Maslow’s Famous Hierarchy of Needs Explains Human Motivation. [online] Verywell Mind. Available at: https://www.verywellmind.com/what-is-maslows-hierarchy-of-needs-4136760 [Accessed 5 Mar. 2020].