In-order to gain audience feedback, i mainly used three different techniques, these techniques was a focus group, survey monkey questionnaire and finally a screening of my final advert. The focus group was were i gathered other companies adverts, and used them to generate two of my own advert ideas. I then had to pitch the two ideas to the audience and i used their feedback along with the survey monkey results to pick my final advert. Survey Monkey is an online questionnaire site, that allows people from around the world to answer your questions, to gain a bigger audience range. Finally the screening was when i presented my finished advert to the audience and gathered feedback from what they said during the showing.
The pros and cons of using:
- A Focus Group - The pros of using a focus group before doing the advert, is that you can see what the audience / buyers are attracted to, threw previous adverts. You are also able then to use the feedback to create examples of your own, and then do a focus group in order to find out what this audience found the more interesting, and which one is more likely to get them to buy the product (Lucozade). The cons of using a focus group are the fact, that the feedback is only limited to those who are in the room / my school, as they are the only ones who are going to be able to come to my focus group, therefore i don't get a wide variety of audience members, they are all male / female teenagers, except from the odd teacher involved.
- Survey Monkey - The pros of using survey monkey are the fact you could gather answers from people all around the world, therefore your variety of feedback will be really good, compared to the other methods. It also allows you to reach out to the existing of the product and gain their thoughts of the product. The cons of this method are that you do not know who's doing your questionnaire, therefore they could be lying or putting false information into their answers just to skip the questionnaire entirely.
- My Screening - The pros of the screening are that you can actually se what the public think of your finished advert, and see if it makes them want to buy the product. Also you can see which type of audience group it actually attracts as you can see which type of member like which part / the whole of the advert. The cons of using this advert are the fact you also can only show it to a minority number of audience members that are available in the school / class.
The range of audience i gathered feedback from was very limited, as i was only able to gather pupils from my class / school and any teachers that was free. Therefore my audience ranged from teenage males and females (from the ages 16-18) and also one male teacher (who's feedback was very useful and detailed.
The i asked multiple types of questions, from closed questions (yes or no) and also open questions. I used closed questions so that they could not answer me in a bleak way, they had to say what they thought, for example "Does this advert make you want to buy this product" i only required a yes or a no answer, not a "dunno" as they would not have benefit me. I also used Open questions in order to gain a more detailed answer, such as "what did you like about the advert, and why?" this allowed me to know what the audience thought was the most interesting, to that would be the selling point of the product would be.
I felt that the feedback my audience members gave me was reliable and useful. It was useful due to the fact that most, if not all, my audience was people i would be aiming my advert at (young adults), therefore the information i gathered was put to good use as i could see if it attracted my target / desired audience. The feedback was also reliable as it included my teachers and peers, therefore they would give their actual answers as they would need me to be involved in their screenings.
An improvement i would have made about the focus group and the screening would be to have gathered some outside audience members, maybe family / friends of mine, the existing audience or maybe my teachers. Also an improvement i would made to the survey monkey would to have included a question asking the audiences age, gender and also where they are from, therefore i could pick out the relevant information, as if a 70 year old man answered my survey it would generally be irrelevant as he is unlikely to be involved in active sports such as athletics, football or rugby.
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