Final Evaluation Re-draft

I created an advert to promote the mint Polo made by the company Rowntree. This product was chosen because I enjoy this product and has also not had an advert for in a long time. The target audience that was chosen to promote this product to was people between the ages of 16 and 20 and this was because it was this age range that we felt would be the most likely to purchase the product. This was thought because it is this group of people that are busy and usually very social so would want to have minty breathe when going out. For an advert there has to be a reason why you are creating the advert in that specific way to get the product sold. For this advert the selling point was the mystery and humour of the advert that shows the mint is not a mint just for the older generation.
            Once all of the filming and editing for the advert had been completed the next step was to get some comments and feedback about the advert to see what had been done well and also what could have been improved. To collect this information a few methods had to be done in order to get a few questions answered by people to get this information. The two methods that were used was a focus group which was done so that the questions could be asked personally and could also push for more information which cannot be done on a survey. The other method that was used for the feedback collection was a survey and this allowed many more people to answer the questions as it was on the internet and therefore could just send people a link and can get people who do not know us to answer. The surveys that were created were made using an online site called survey monkey. Two methods were used so that there would be more variety in the types of answers that are received and could be compared. 
           In the survey we asked two types of questions: qualitative and quantitative which gave us two different forms of information to evaluate once completed. In the qualitative survey, open questions were asked which mean more detailed answers are needed and we get more of an opinion for the person filling out the survey in the survey. An example of a question that was asked in the survey was 'Could you briefly describe the story line?' This question was asked because it meant we could see if people were able to understand the plot of the advert and how much they understood. If people could not describe the story then this meant we would have needed to make the certain part more clear so that there was no confusion if the advert was to be created again. In the quantitative survey it was closed questions that were asked which means there are a set list of answers that the person is able to answer. In these surveys the answers are able to be shown in graphs and tables of what was answered. An example of a quantitative question that was asked in the survey is ’Do you feel that the soundtrack throughout the advertisement was suitable?' This question was asked because with an advert the music that is played can heavily influence the feeling of the advert and the emotions that should be felt at certain points. For this advert I wanted a tense feeling throughout and that is what influenced the choice of music for the final edit. If the responses were negative then this means that the soundtrack was not effective in doing its main goal by setting the right mood. 
                The method of feedback was the focus group and this was conducted with people who were not the target audience for the advert because after looking at the surveys these were answered by the target audience so to see if the advert appealed to other age groups rather than just the target audience which we could do by making a focus group for this other group. When doing a focus group we were able to ask the same questions that were on the surveys but the advantage of doing it in a focus group is that if the person does not understand the question then I can explain it to avoid confusion. One the person has answered the question; follow up questions can be asked and can also be probed to get more detailed answers. The reason why this was not the only method used was because it is not very time efficient and also we would only be able ask people close by and therefore not get an accurate representation of the whole target audience and other audiences. 
              From the audience feedback through the surveys and focus groups the results were analysed. Looking at the results there was a mix of answers some with some positive and some negative about the advert. Although there was mix of answers the majority of the answers were good pointers about the advert and what was done correctly. One person that answered the survey said that they thought the shots used in the advert made the advert look very smooth. This response was good because if the advert was to be redone I would know that the editing is a part that was done well and therefore not need changing. When getting feedback it is good to receive pointers on what could be improved because then the advert is able to be improved upon. For the editing and the acting there was very good feedback with almost everyone saying that both worked very well. This shows that these were parts what the majority of the audience liked. In the feedback parts which the audience and the people answering the surveys and focus group did not like or thought could be improved was the story line and the clarity of it as it was confusing to the audience. This was seen as something that could be complicated and slightly hard to fix as the advert only lasted seconds so therefore is hard to create and set up a story to the audience watching. 
                  From the information we received there were a few surprises that came especially from the focus group of the older generation of audience. The surprise of this was that even though the target audience for this advert was 16-20 years old it also seemed to appeal to 40-50 years old  This is seen from when previously asked if they would buy a Polo the focus group said no but then after said that they would. It was not this response that was the surprise but instead the reason for why he changed his mind and it was that after seeing the Polo in a natural environment it appeared to come across a more healthy mint.  Another surprise was after he was asked if he thought the music went well with the advert and he replied that it was and also he thought that parts of the advert were taken from a feature film and it reminded him of one. Another response that was surprising was that some people did not understand the advert as we tried to make it as clear as possible for the audience to understand.
                In the surveys and focus groups overall I think that the questions asked were very useful and gave us the most feedback that we could have received to a high standard. However there were a few exceptions to this which did not make as much sense as they could have and could have been reworded so that it was easier for the participants to understand. An example of one of these questions is 'Which did you prefer the story line or the shots? and why?' The reason that this question is one that I have pointed out as an example is because it does not make sense and is a difficult one to answer. The question above also does not give us a real piece of feedback on which we could make improvements as a result of. However this question could have been improved by re wording it so it asked' Do you think the technical details of the advert made the story better and why?' This question is different as it asks if the way the advert was edited help to contribute towards the story telling.
            Before looking at the advert I formed an opinion of how the advert looked and how it worked towards its goal of promoting the product. In my opinion I thought that the advert was very successful in promoting the product and also entertaining the audience. There is a possibility that I am being biased in my opinion as it was my advert and therefore think that it was very good but some of the feedback supports my thoughts on how successful the advert was with people saying that they would consider buying Polo's after watching the advert. Even though I think the advert was successful I still think that improvements could be made to increase the effectiveness.
          One of these improvements is the story of the advert and making it clearer to the audience. These improvements would be made in the initial stages of the pre-production when creating the storyboard and the script. The improvements to the story I feel would not need to be a major re think but instead just making sure that the clarity of the plot is emphasized to its most. From the survey someone said that they were not sure people would understand the Marco/Polo aspect of the advert at the end so another improvement would be to create more of a back story to the advert which would explain it and could be done by introducing some characters at the start and getting them to be playing the game which would put it this into context for the audience. I agree with the audience feedback as the points that I felt could be improved are similar to the ones that are found in the surveys and from the focus group.
            I feel like the advert was technically good and this is because throughout the camera was steady because of the use of a tripod. There were parts of the advert which were shaking but this was done on purpose during parts where the feet were being track on the Robin Hood character. This shakiness was done to add to the effect of fast paced and frantic event about to happen to contrast the steady slow paced shots of the other character. It is very clear what the product which was being advertised was as it was shown in the advert so that people could see the product and knows what it was. The advert does successfully sell the product which is supported by the feedback. The idea of the advert was good as it was different to adverts that are currently being shown because it is set in the past and also corresponds with people’s current interests in television with shows like Merlin and Game of Thrones being popular.
            The things that could be improved in the advert if it was to be done again would be to make the plot of the advert clearer to the audience so that they are not confused on what this advert is showing and also so that the audience would be able to actually enjoy the advert throughout rather than thinking of too much about what the story is. This would be improved coming up with a clearer script which will have more detail and more shots which will mean there is more footage to let the audience know what is happening. The other improvement is the idea behind the Marco/Polo joke towards the end which is how the inventor comes up with the name of it. This would be done by either having an opening section where it shows people playing the game so that the audience understands the context in which it is being said or by adding lines from some characters to somehow make it clearer.
               After looking at the advert and all of the feedback that was received I think the advert did achieve the aim of promoting the advert to the audience for more sales. The other aim which was to make the advert entertaining was also done as people said they found it entertaining. On a scale of one to ten with ten being very happy I feel that the advert achieved an eight. The reason for this is because although the advert was very entertaining and promoted the product I still think that there could have been a few improvements to be made which if done would definitely take in up to a ten.  

Final evaluation

I crated an advert to promote the mint Polo made by the company Rowntree. This product was chosen because i enjoy this product and also the has not been an advert for Polo's in a long time. Te target audience that was chosen to promote this product to was people between the ages of 16 to 20 and this was because it was this age range that we felt would be the most likely to purchase the product. This was thought because it is this group of people that are busy and usually very social so would want to have minty breathe when going out. For an advert there has to be a reason why you are creating the advert in that specific way to get the product sold. For this advert the selling point was the mystery and humor of the advert that shows the mint is not a mint just for the older generation.
            Once all of the filming and editing for the advert had been completed the next step was to get some comments and feedback about the feedback to see what had been done well and also what could have been improved. To collect this information a few methods had to be done in order to get a few questions answered by people to get this information. The two methods that were used was a focus group which was done so that the questions could be asked personally and could also push for more information which can not be done on a survey. The other method that was used for the feedback collection was a survey and tho allowed many more people to answer the questions as it was on the internet and therefore could just send people a link and can get people who do not know us to answer. The surveys that were created were made using an online site called survey monkey. Two methods were used so that there would be more variety in the types of answers that are received and could be compared. 
           In the survey we asked two types of questions: qualitative and quantitative which gave us two different forms of information to evaluate once completed. In the qualitative survey, open questions were asked which mean more detailed answers are needed and we get more of an opinion for the person filling out the survey in the survey. An example of a question that was asked in the survey was 'Could you briefly describe the story line?' This question was asked because it meant we could see if people were able to understand the plot of the advert and how much they understood. If people could not describe the story then this meant we would have needed to make the certain part more clear so that there was no confusion if the advert was to be created again.In the quantitative survey it was closed questions that were asked which means there are a set list of answers that the person is able to answer. In these surveys the answers are able to be shown in graphs and tables of what was answered. An example of a quantitative question that was asked in the survey is  'Do you feel that the soundtrack throughout the advertisement was suitable?' This question was asked because with an advert the music that is played can heavily influence the feeling of the advert and the emotions that should be felt at certain points. For this advert I wanted a tense feeling throughout and that is what influenced the choice of music for the final edit. If the responses were negative then this means that the soundtrack was not effective in doing its main goal by setting the right mood. 
                The method of feedback was the focus group and this was conducted with people who were not the target audience for the advert because after looking at the surveys these were answered by the target audience so  to see if the advert appealed to other age groups rather than just the target audience which we could do by making a focus group for this other group. When doing a focus group we were able to ask the same questions that were on the surveys but the advantage of doing it in a focus group is that if the person does not understand the question then I can explain it to avoid confusion. One the person has answered the question, follow up questions can be asked  and can also be probed to get more detailed answers. The reason why this was not the only method used was because it is not very time efficient and also we would only be able ask people close by and therefore not get an accurate representation of the whole target audience and other audiences. 
              From the audience feedback through the surveys and focus groups the results were analysed. Looking at the results there was a mix of answers some with some positive and some negative about the advert. Although there was mix of answers the majority of the answers were good pointers about the advert and what was done correctly. One person that answered the survey said that they thought the shots used in the advert made the advert look very smooth. This response was good because if the advert was to be redone i would know that the editing is a part that was done well and therefore not need changing. When getting feedback it is good to receive pointers on what could be improved because then the advert is able to be improved upon. For the editing and the acting there was very good feedback with almost everyone saying that both worked very well. This shows that these were parts what the majority of the audience liked. In the feedback parts which the audience and the people answering the surveys and focus group did not like or thought could be improved was the storyline and the clarity of it as it was confusing to the audience. This was seen as something that could be complicated and slightly hard to fix as the advert only lasted seconds so therefore is hard to create and set up a story to the audience watching. 
                  From the information we received thee were a few surprises that came especially from the focus group of the older generation of audience. The surprise of this was that even though the target audience for this advert was 16-20 years old it also seemed to appeal to 40-50 years old  This is seen from when previously asked if they would buy a Polo the focus group said no but then after said that they would. It was not this response that was the surprise but instead the reason for why he changed his mind and it was that after seeing the Polo in a natural environment it appeared to come across a more healthy mint.  Another surprise was after he was asked if he thought the music went well with the advert and he replied that it was and also he thought that parts of the advert were taken from a feature film and it reminded him of one. Another response that was surprising was that some people did not understand the advert as we tried to make it as clear as possible for the audience to understand.
                In the surveys and focus groups overall i think that the questions asked were very useful and gave us the most feedback that we could have received to a high standard. However there were a few exceptions to this which did not make as much sense as they could have and could have been reworded so that it was easier for the participants to understand. An example of one of these questions is 'Which did you prefer the story line or the shots? and why?' The reason that this question is one that i have pointed out as an example is because it does not make sense and is a difficult one to answer. The question above also does not give us a real piece of feedback on which we could make improvements as a result of. However this question could have been improved by re wording it so it asked' Do you think the technical details of the advert made the story better and why?' This question is different as it asks if the way the advert was edited help to contribute towards the story telling.
            Before looking at the advert i formed an opinion of how the advert looked and how it worked towards its goal of promoting the product. In my opinion i thought that the advert was very successful in promoting the product and also entertaining the audience. There is a possibility that i am being biased in my opinion as it was my advert and therefore think that it was very good but some of the feedback support my thoughts on how successful the advert was with people saying that they would consider buying Polo's after watching the advert. Even though i think the advert was successful i still think that improvements could be made to increase the effectiveness.
          One of these improvements is the story of the advert and making it clearer to the audience. These improvements would be made in the initial stages of the pre-production when creating the storyboard and the script. The improvements to the story i feel would not need to be a major re think but instead just making sure that the clarity of the plot is emphasized to its most. From the survey some one said that they were not sure people would understand the Marco/Polo aspect of the advert at the end so another improvement would be to create more of a back story to the advert which would explain it and could be done by introducing some characters at the start and getting them to be playing the game which would put it this into context for the audience. I agree with the audience feedback as the points that i felt could be improved are similar to the ones that are found in the surveys and from the focus group.
            I feel like the advert was technically good and this is because throughout the camera was steady because of the use of a tripod. There were parts of the advert which were shake but this was done on purpose during parts where the feet were being track on the robin hood character. This shakiness was done to add to the effect of fast paced and frantic event about to happen to contrast the steady slow paced shots of the other character. It is very clear what the product which was being advertised was as it was shown in the advert so that people could see the product and know what it was. The advert does successfully sell the product which is supported by the feedback. The idea of the advert was good as it was different to adverts that are currently being shown because it is set in the past and also corresponds with peoples current interests in television with shows like Merlin and Game of Thrones being popular.
            The things that could be improved in the advert if it was to be done again would be to make the plot of the advert clearer to the audience so that they are not confused on what this advert is showing and also so that the audience would be able to actually enjoy the advert throughout rather than thinking of too much about what the story is. This would be improved coming up with a clearer script which will have more detail and more shots which will mean there is more footage to let the audience know what is happening. The other improvement is the idea behind the Marco/Polo joke towards the end which is how the inventor comes up with the name of it. This would be done by either having an opening section where it shows people playing the game so that the audience understands the context in which it is being said or by adding lines from some characters to somehow make it more clear.
               After looking at the advert and all of the feedback that was received i think the advert did achieve the aim of promoting the advert to the audience for more sales. The other aim which was to make the advert entertaining was also done as people said they found it entertaining. On a scale of one to ten with ten being very happy i feel that the advert achieved an eight. The reason for this is because although the advert was very entertaining and promoted the product i still think that there could have been a few improvements to be made which if done would definitely take in up to a ten.    

Presenting the Results

After we had received enough replies to our survey in order to get a sufficient amount of feedback to effectively evaluate our advert we convert each of the results from the questions into visual aids. These visual aids are things such as graphs and charts and means that the feedback can be viewed quickly. We done this so that when presenting the results to other peers and also explaining what was good and bad about the advert it could be done to a high standard.

The question that was asked on the survey was 'How well has the advertisement been edited?'. This question was asked so that we could see if the audience thought the advert was well constructed as if people replied negatively to this question then this means it is a high chance the idea that we wanted to get across to the audience did not work. However this was not the case as the feedback to this was very high with no results being below 8. This shows to us that we succeed in putting together to advert to a high enough standard.

The second question that was asked was concerning the acting in the advert and was 'Do you feel that the acting was satisfactory?'. The reason that this question was asked was to see if we were convincing in the advert at selling the product and that the advert did not look like a group of people in 2013 in a forest but instead actual medieval people in a forest. From the results it was clear this was achieved by the actors which together with the good editing helped to immerse the audience into the world that we were portraying.

'Do you feel that the soundtrack throughout the advertisement was suitable?' was the third question in the qualitative survey. The soundtrack was designed to create a specific atmosphere in the advert and would hopefully get the audience to get involved in the advert emotionally through the tense music and editing. Out of the 11 people that answered the survey 10 replied yes to the question and 1 person no. The conclusion from this is that overall the music was well fitted to the advert to create the suitable environment and intensity that we wanted although there was someone who answered no there will always be times where some things do not appeal to some people where it does to others and because the majority answered yes then this means that the music was suitable and good for the advert.     

Another of the question that was asked was about the story line and was 'Was the story line of the advertisement clear?' we asked this question to see if we had successfully created and structured the story which is one of the most important things when creating the advertisement as if the audience did not understand the story then they would be confused about how the advert relates to the product and will be more than likely to forget about the advert quicker than if they could understand it. Like the other, 11 people answered this question but this time only 9 people said that they could understand it and 2 could not. This shows that the advert was not well constructed but there were improvements that could have been made in order to make it more clear to the audience.

The purpose of this question 'Would you purchase a Polo after watching the advertisement?' was to get an idea whether or not the advert completed its task to get people to know about the product and get more customers. This question was asked so we could get an idea if this advert performed its main goal that adverts should be doing and the results show that our advert was successful in doing this but was not entirely successful. This is seen because not all of the people that answered the survey said that they would purchase Polo's after watching the advert. although it would have been ideal to get all of the candidates to reply positively these answers are still good as the majority answered yes.     

'Do you feel this advertisement was entertaining?' was another question that was asked in the survey for qualitative results. This question was asked so we could tell if the advert kept the audience focused onto the advert so that the full effect of the advert impacted onto the audience and they knew what the product was for.When we received the results we were pleased because the they revealed that the advert was entertaining         and therefore they would be more likely to connect with the advert and thus the Polo. In the results, all of the people said that the advert was entertaining. 

At the start of the survey the question we asked was 'How old are you?' and this was asked so that we were able to see what the age range of people we surveyed were. From looking at the ages of the candidates there is a problem that can be seen which effected the results slightly. This problem is that there was not a range of ages which means there will not be a clear representation of how the advert was perceived by the average of age groups. Although this is a problem it can also be seen as a god thing as the majority of people that answered the survey where in the age group of who the target audience was so we could take these results and  look at them in terms of how effective the advert was towards our target audience.

After the quantitative survey we then went about getting the qualitative results from the survey. This survey helped us to collect more detailed answers so that we could see why aspects of the advert did or didn't work rather than whether if parts did or didn't work. In this survey the same amount of people took it with the same age as the quantitative as it is the same people. Although these results provide ore information and detail this means that they are harder to put the answers into order of how they replied and analyse the results.

The first question that was asked was 'Did you enjoy the advertisement?' It was only once we received the results that we saw the question asked was not one that should be on a quantitative question because it is closed and can not be answered in detail. However there were a few people that wrote a little more detail on the answers to why they enjoyed the advert. One person said that they 'liked the joke at the end' which shows the advert was successful in its genre that was aimed for to be humorous. 

The next question that we asked was to see if they could understand the storyline to the advert. This question was asked to see whether or not the audience could understand the story and if we had managed to get across the story in the time that we had for the advert. If people did not get the story to the advert then this means they would be less likely to remember it and also less likely to purchase the product. From the results that were received the majority of the replies said that they could understand the advert and explained about how the arrow cause the hole in the mint which created the Polo. Some other said it was about a man in the medieval times which shows these people did not understand the story and one person said that they do not know what the story of the advert was.  Overall from the results of this question we gathered that we did manage to get the story across to the audience but it definitely could have been improved.

The fourth question asked in the survey was 'Did you like the way the advertisement  was edited? Explain why.' This question was so that information could be collected about the editing of the advert which is a big part of the advert because if the editing was poor then the advert would lose its effectiveness. The results that we got were positive with all people saying that they liked the advert which provides evidence that the editing and therefore the meaning if the advert was very good.

'Do you think any improvements could be made to the advert?' The main goal of getting feedback is so that if we were to do this again then what could have ben done better and this question addresses that precisely. Some people answered that there were no improvements that could have been made which is good news and others gave feedback for areas that could have been made better. One of these comments was about the ages that would e watching this advert and was about 'not sure all age groups would understand the marco polo reference.' With this piece of feedback we thought about how we could have solved this problem but we could not think of any to get everyone of the all age groups to understand the reference so thought it may only be a small portion of people that would not understand it so this could be left if we were to complete this task again. Another piece of feedback that was given was about making the story and setting clearer for the audience. This was a problem that was seen from early on and tried to make it clear but is hard when the audience will only be seeing the advert for a matter of seconds. However we could have had a short establishing shot at the start and also maybe having a more beginning shots of the characters so the audience can get an understanding of who they are a bit more.

'Would you recommend the advert the advert to others was a question that we asked in order to see if this advert entertained the audience. We would get this information from this question because if they did want to recommend the advert then this means they enjoyed it. The feedback was positive as 10 of the people said that they would recommend the advert and only one person said that they wouldn't. 

Feedback methods

In order to get feedback for our advert we used two methods which would give us a good enough collection of feedback so that we would be able to evaluate the effectiveness of the advert in terms of getting the message across and promoting Polo's. The reason for using more than one method to collect feedback was to allow us to collect a large variety of feedback from a range of different audiences. This meant that we could see whether the advert had reached our target audience and also if other audiences, such as different ages or genders, were also interested in the Polo advert and if it changed their thoughts on Polo's. The methods that we used to receive the feedback were surveys and focus groups.

We created the surveys via a website called survey monkey which meant that we could set a link on our blogs so that many people from different parts of the world were also able to answer rather than only people who we knew and could physically get into contact with. We created two surveys, one which would collect qualitative results, these would be open questions which would require a person to write what they thought. One example would be 'Could you please describe the story of the advert?' The other type of survey is quantitative and consists of closed questions which limited options. An example of a question which would be found on this survey is 'How old are you?' The reason that two different types were used is so that we were able to put one set of results from the quantitative into graphs as a visual representation and qualitative so that we could receive feedback in much more detail and analyse the good and bad points of the advert through other peoples views. 

The other method that was used to obtain feedback on our advert were focus groups. These focus groups enabled us to ask the questions first hand and go into much more detail when asking the questions and also when they answered them. We conducted two seperate focus groups, one with people from the target audience which we first thought of in the initial stages of thinking of the idea and also someone from a different age group so that we were able to see whether the advert also appealed to other groups. The focus groups worked by firstly showing them all the advert and then asking a few questions. The purpose of doing these were to see if we successfully made the advert to appeal to the audience that we wanted. 

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