Once we had finished creating our advert, the next step was to try to gain feedback from people based on our finished product, to find out what interests them about the advert, and also to see what could have been taken out / improved. In order to gain the feedback for our advert we used two methods, which was a focus group, which meant we had to stand in front of the audience, show them the advert and ask relevant questions. This was a good method as it allowed us to ask them the questions and get the answers there and then. The other method to gain feedback from the public was an online survey, this allowed for an unlimited amount of people to answer the questions as it would be available on the internet, which anyone could answer. To create these surveys i used a site called Survey Monkey, this was useful as the site is popular and already has a good pool of people available to answer my questions.
When doing the survey we asked two types of questions, either quantitate or qualitative, thus giving us types of answers for us to evaluate and use for our results. When asking qualitative questions, we used open style questions in order to get a more detailed explanation of their choice, and the reasoning behind it. The example of the qualitative question that was used within our survey would be 'What was the overall message of the advert?'. I used this question to see if the audience actually got the meaning behind the advert 'that Lucozade hydrates / energises you better than water', as if they could not grasp it in the time period of the advert shown, thus meaning we needed to try and make that point more clear for our audiences. When asking the quantitative questions, we used closed style questions, therefore allowing us to group and graph the audiences answers together and see what one was most popular / successful. An example of our closed style question would be 'What do you rate the advert out of 10? 10 being the highest', therefore we could see how successful our advert was to the audience, by doing closed questions out of 10, we could group and then graph the answers to see what our audience thought averagely.
The method to gain feedback was our focus group, this was presented to people of a mixed of people who were our target audience and people who was not our target audience. This allowed us to see how the general public would see our advert when flicking through the channels, to see if everyone would like to watch our advert, not just those we aimed it at. The benefit of doing a focus group is the fact we was able to not only ask the same questions as our survey, but also as explain some of the questions, if one of the audience members did not understand, you as the presenter could ask follow-up questions in order to gain a more detailed answer, if what they gave wasn't enough or did not really answer the question in a way that could benefit you. Even though it is really beneficial in that way, we decide to still do the other method in the form of a survey so that we could get a wider range of audience feedback, as we could ask everyone in the world, not just our school peers and teachers. Another reason would be the fact that focus groups are very time consuming as it tasks a lot of time to find a time that fits everyone, actually doing the presentation and also the making of the presentation.
Once we gathered the audience feedback through the survey and focus group, the results where then analysed for the use of our group to see if successful. Once looked over the results, we saw that we had a mix of responses from our audience, with some being positive feedback and some negative criticism / improvements needing to be made. Even though we had gathered was a mixture, the majority of them was good pointers about how good our advert was. They said that they liked the set out of our advert, like how we showed the distinction between them being even, then one starts to tire and once drinks lucozade they both get energised and are even once again. This benefited us as it showed that the overall message was able to be detected by the audience. The improvements that got suggested was that the fact that maybe we could have shown the distinction between him drinking water, to then go onto Lucozade, as some of the audience did not notice that the tired one switched, as the drinking scene was not long enough.
From the feedback was gathered there were a few surprises that came up, especially when performing our survey. The surprise was the fact that it mainly attracted the male population (did also attract to females, but not as much), where as our target audience was both genders. This proven when performing our focus group as some, not all of the female audience it a lower rating to that of the male members. Another surprise was at first it took a few of them a while to figure out what our overall message was, due to the fact that the drinking scene went a bit too fast in the advert, but overall the rest knew what our message was, so to improve the advert i would of dragged out the drinking scene a bit more so make the distinction between the water and Lucozade more clear.
When performing our focus group and showing our survey, i felt the questions asked was useful and helped us gain a high standard of feedback from our audience members. If i was doing it again an improvement i would have liked to make to one of our questions would be the 'Who would you say the advert is aimed at?' as this just gets an answer of who they felt it was aimed out. The change i would have made would have been to put 'and why?' at the end of the question, to see why they thought this and the reasoning behind their answer. This would have benefit me more as i maybe could have done some changes to the video / editing to try and gain the wider audiences.
Before we started to film and edit our advert, i had in my head of how i wanted my advert to look and how it was going to promote the product and gain new potential customers. In my opinion, i felt that in that way it was a success. As it successfully promotes the product (Lucozade), while also attracting new audience members, though the entertainment value and the relation to a popular sport (football). Even though i am possible being a bit biased as it was my advert, the feedback from the result saying i averaged and 8 out of 10 in ratings and 86% of the survey takers saying that they would buy the product after seeing my advert, thus giving me reasons to believe it was a success. Even though it was very successful, i still felt that i could have improved it more to maybe gain a 9/10 out of 10, and maybe move the percentage onto the 90's.
One of the improvement would be how long i show the drinking of the drinks, this would have to be done during the editing stages of the production of the advert, therefore it would not take as long to make these corrections. Another would be to incorporate another actor so that there could be a female or just remove one of the male actors to include a female. Therefore it would attract more female members as they see that it can benefit them, but also attracting males to watch the advert as they may find the woman in the advert appealing. I agree with my audience feedback and have taken it 'on board' as the points that they made, was also pointed / similar points have been made out to me through survey results,as well as the focus group's results.
I felt that technically that the advert was a success as our camera was steady throughout most of the shooting, our editing was smooth and it flowed really well with no pauses and it goes well with the music. But at one point of shooting, when our actors are drinking the water and Lucozade together, the camera raises slightly. I felt that it is very clear at what product we was trying to sell through the advertisement, as not only was they drinking the product during the activities, but as they left the whole screen fades out onto three big bottles of Lucozade, with the slogan 'Faster, Stronger, Longer'. The advert does successfully sell the product, which is supported by the figures gathered through my survey and focus group results. The idea of the advert was good as it relates to one of, if not the most popular sport in the world. Therefore it has a vast amount of people who are going to watch the advert as it is based on football, also it would be show during the football games, therefore a lot of our target audience will see the advert.
The things that i would have liked to improve in the advert would have been the fact that it did not attract as many female audience members as i would have liked. Therefore to improve this i would have included a female actor somewhere in the advert. This would have to have been done way back in the pre - production part during the making of the story board, to include three actors. The other improvement i would have like to have made would have been the slogan to say 'Faster, Stronger, For Longer' as that emphasises the 'for part, which was our point of the advert, the fact that you can go further when drinking Lucozade, to that of water as you are more hydrated.
After assessing all the feedback gathered and my advert, i felt that the advert did achieve the aim of promoting the advert to new and existing buyers to the benefits of drinking Lucozade. The other aim was to just primarily incase the sales of Lucozade, which the majority said they would (86%). Also to make sure that the advert was entertaining for our audience, which i felt we also acheived as it got averagly rated an 8 out of 10, which is very good, but i still felt that if we made a few adjustments we might have been able to reach the 10 out of 10 mark. Therefore after looking at all the information gathered i am very happy with the finished advert and feel that it was a success.













