Final Evaluation Re-Draft

          This advertisement was for the product ‘Polo’ by Rowntree. This mint product is not age specific as it purchased by both young and old audiences. Therefore, we decided to aim our advertisement for all ages; after taking out research using various techniques, we decided to create an advertisement in the style of comedy. This was because we found that most people preferred the comedy genre.

          The idea behind the advertisement was to create a comedic way to show the invention of the Polo. The Polo was obviously not invented in the way we have portrayed within the advertisement (arrow being shot through the mint in medieval period) although it is a funny suggestion. We aimed to sell the product through this as it engages the audience and makes the advertisement memorable.

          To evaluate how successful/unsuccessful our advertisement was, we had to gather audience feedback. We decided it was best to use a range of different methods to do so as it meant that we could be more knowledgeable of the viewer's opinions. We held a focus group in which we gathered information from an audience after they had just viewed our advertisement. We also created a survey on a website called ''Survey Monkey'' which allowed online viewers to give their opinion. We decided to ask questions to the audience of the focus group almost immediately so that the advertisement was still fresh in their mind. We recorded the focus group on a video camera so that we could refer back to it when looking at the results.
          Again, a survey on a website called ''Survey Monkey'' was created so that we could collect feedback from an online audience. This allows for a wide range of viewers giving their opinions, giving us conclusive feedback. As the advertisement was uploaded to the video sharing website YouTube, people from all over the world can see it. They can then visit the survey which is linked in the details of the advertisement and give feedback. This allows us to receive feedback from not only one type of audience (e.g. if we were to only ask fellow pupils/peers in our class) but various people. 
          The questions asked were designed to specifically receive certain results. We decided to receive both qualitative and quantitative feedback as it broadened our results and gave us a better insight into how un/successful the advertisement was. Qualitative research was used to gather in-depth understanding of the answers the audience gave; not only this, it also lets them explain why they think certain aspects were good/poor. Quantitative research was then taken out so that we could gather numerical stats and understand how many people shared the same views. We could then see if the majority of people were fond of the advertisement or not. 
          As for the questions we asked, we decided to ask a range so that we could collect the qualitative/quantitative feedback. We achieved this by asking a range of open/closed questions. The quantitative questions asked were open and allowed the viewer to give a long answer as it asked why they gave the opinion they did. We then allowed an expanding box for them to write in as much detail as they wanted.  The qualitative questions were closed as we only wanted a yes/no answer. We allowed only a tick box of yes or no; we could then easily put the results into a chart and see if the results were positive/negative. 
          An example of a qualitative question asked would be "do you feel this advertisement was entertaining? Yes ☐ No ☐". This is a closed question and allows for the viewer to either answer yes/no. Looking at the results on the survey feedback, we found that there was a 100% positive feedback result for this question. All the viewers thought that our advertisement was entertaining which shows that this aspect was successful. We asked this question as it is very important that the audience feel entertained by the advertisement and do not become bored. If they lose interest in an advertisement, they will not remember what it is selling and will not sell the product. 
          An example of a quantitative question asked is "did you like the way in which the advertisement was edited? Explain why". This allows the viewer to give their opinion and then explain why they thought it was edited well or if they thought it was poor. They have an expanding blank box to answer in which allows them to write as much as they want. From what the viewer writes, we will gain a better understanding as to which aspects were good/bad and a range of answers means more depth of feedback we have; this leads to us having a better understanding of what we could have improved. 
          Looking at the feedback results collected from the audience, I can see that our advertisement was effective and people did enjoy it. Some facts that I have gathered from the results are that the viewers taking out the survey were no younger than 16 although two were 18 or above; the rest were within that age group in the middle. All of the viewers said that they thought the acting within the advertisement was satisfactory. Some more positive feedback we received stated that the advertisement was "funny and made you wonder what was going to happen". Another viewer thought that the shots ''were excellent, had a great variety and were technically secure". 
          One negative aspect that seemed to reoccur that some viewers felt could have been improved included the storyline being more clear; they felt that not all audiences would have understood what was happening. One viewer was not sure that ''all age groups would understand the Marco/Polo reference''. Another viewer felt that the advertisement needed ''a bit of a back story or more of an establishing shot''. With this said, all other audience members thought that the advertisement did not need improving which shows this advertisement, overall, had a positive impact. I did feel surprised that that some viewers did not understand the storyline as I aimed to make it as clear as possible. 
          I feel that the questions I asked were very useful and helped me gain a better understanding of which aspects were good/bad about my advertisement. From previous quotes and facts within this essay you can see that I have gained a lot of information from the questions asked; this shows how useful the questions were. If I were to criticise questions, I would say that I should have reworded the question ''Which did you prefer: the storyline/the shots? Why?''. I feel that this could have been worded in a better way. ''Which aspect of the advertisement do you prefer: cinematography/narrative? Explain why.'' This has been phrased more appropriately and can be understood better.
          As for my own opinion of my advertisement, I feel that it was very successful and the final edit looks how it was planned. I feel that the acting within the advertisement was proficient as the actors play the characters on screen very well. I also feel that the soundtrack throughout was suitable as it immediately set the scene and time period. This was an important factor as it tells the audience so much through just sound, which I feel was done very well. When watching my advertisement  back I do not feel that there are parts which are boring and should be taken out; this is a positive as it shows the audience won't get bored, which is important in an advertisement, as I tried to keep their interest throughout. 
          All viewers of the advertisement said that they thought it was entertaining. I feel that this result shows that it was successful and it done it's job in keeping their attention. This is what I wanted the advertisement to do as it is more likely they will remember the product as it would tempt then to purchase some Polos. If I were to make any improvements to my advertisement, I would rewrite the script so that the plot was clearer. I feel this way as not all audiences may understand the Marco/Polo reference, which is also a view that some audience members from the survey share. 
          To summarise the positives within my advertisement, I would start with the technical aspects; a tripod was used for shots which helped steady the camera. This meant that the camera did not shake throughout the advertisement, making it look more professional. The tripod also helped for panning which created smooth movement of shots. The rule of thirds was referred to for framing, using the points of interest to place the important aspects on screen. A shallow depth of field was used at some points to focus the eye on either the foreground/background. The focus was then pulled to reverse this. 
          It is made clear what the product is successfully which is the most important part of the advertisement; without it being made clear what the product is, there would be no point in the advertisement. There is a distinct point within the advertisement where the Polo is held aloft and the hole can be clearly seen. The Polo is known for being ''the mint with the hole'' so it is noticed straight away. Also, at the end of the advertisement, a Polo packet is seen. This successfully sells the product and prompts the audience to purchase a packet of Polos. 
          To improve the advertisement, I would make more of a backstory to enable all audiences to understand the Marco/Polo reference at the end of the advertisement. I would improve this by having the character that walks past shouting ''Marco'' having some extra lines. If I were to create this advertisement again I would have him say something like ''where is he? I can't find him'' before he then shouts Marco. This makes more sense than just having a random man walking in the background shouting ''Marco''. This would mean everyone understands the advertisement and creates no confusion.
          To conclude, I feel very satisfied with my advertisement and I am confident it will continue to be successful. The final edit looks how I planned and from my results I can see that audiences found it entertaining; this, along with the majority of the audience having a preference to the acting/soundtrack/narrative/cinematography, shows that the advertisement was successful. 

Final Evaluation Draft

          This advertisement was for the product ‘Polo’ by Rowntree. This mint product is not age specific as it purchased by both young and old audiences. Therefore, we decided to aim our advertisement for all ages; after taking out research using various techniques, we decided to create an advertisement in the style of comedy. This was because we found that most people preferred the comedy genre.

          The idea behind the advertisement was to create a comedic way to show the invention of the Polo. The Polo was obviously not invented in the way we have portrayed within the advertisement (arrow being shot through the mint in medieval period) although it is a funny suggestion. We aimed to sell the product through this as it engages the audience and makes the advertisement memorable.

          To evaluate how successful/unsuccessful our advertisement was, we had to gather audience feedback. We decided it was best to use a range of different methods to do so as it meant that we could be more knowledgeable of the viewer's opinions. We held a focus group in which we gathered information from an audience after they had just viewed our advertisement. We also created a survey on a website called ''Survey Monkey'' which allowed online viewers to give their opinion. We decided to ask questions to the audience of the focus group almost immediately so that the advertisement was still fresh in their mind. We recorded the focus group on a video camera so that we could refer back to it when looking at the results.
          Again, a survey on a website called ''Survey Monkey'' was created so that we could collect feedback from an online audience. This allows for a wide range of viewers giving their opinions, giving us conclusive feedback. As the advertisement was uploaded to the video sharing website YouTube, people from all over the world can see it. They can then visit the survey which is linked in the details of the advertisement and give feedback. This allows us to receive feedback from not only one type of audience (e.g. if we were to only ask fellow pupils/peers in our class) but various people. 
          The questions asked were designed to specifically receive certain results. We decided to receive both qualitative and quantitative feedback as it broadened our results and gave us a better insight into how un/successful the advertisement was. Qualitative research was used to gather in-depth understanding of the answers the audience gave; not only this, it also lets them explain why they think certain aspects were good/poor. Quantitative research was then taken out so that we could gather numerical stats and understand how many people shared the same views. We could then see if the majority of people were fond of the advertisement or not. 
          As for the questions we asked, we decided to ask a range so that we could collect the qualitative/quantitative feedback. We achieved this by asking a range of open/closed questions. The quantitative questions asked were open and allowed the viewer to give a long answer as it asked why they gave the opinion they did. We then allowed an expanding box for them to write in as much detail as they wanted.  The qualitative questions were closed as we only wanted a yes/no answer. We allowed only a tick box of yes or no; we could then easily put the results into a chart and see if the results were positive/negative. 
          An example of a qualitative question asked would be "do you feel this advertisement was entertaining? Yes ☐ No ☐". This is a closed question and allows for the viewer to either answer yes/no. Looking at the results on the survey feedback, we found that there was a 100% positive feedback result for this question. All the viewers thought that our advertisement was entertaining which shows that this aspect was successful. We asked this question as it is very important that the audience feel entertained by the advertisement and do not become bored. If they lose interest in an advertisement, they will not remember what it is selling and will not sell the product. 
          An example of a quantitative question asked is "did you like the way in which the advertisement was edited? Explain why". This allows the viewer to give their opinion and then explain why they thought it was edited well or if they thought it was poor. They have an expanding blank box to answer in which allows them to write as much as they want. From what the viewer writes, we will gain a better understanding as to which aspects were good/bad and a range of answers means more depth of feedback we have; this leads to us having a better understanding of what we could have improved. 
          Looking at the feedback results collected from the audience, I can see that our advertisement was effective and people did enjoy it. Some facts that I have gathered from the results are that the viewers taking out the survey were no younger than 16 although two were 18 or above; the rest were within that age group in the middle. All of the viewers said that they thought the acting within the advertisement was satisfactory. Some more positive feedback we received stated that the advertisement was "funny and made you wonder what was going to happen". Another viewer thought that the shots ''were excellent, had a great variety and were technically secure". 
          One negative aspect that seemed to reoccur that some viewers felt could have been improved included the storyline being more clear; they felt that not all audiences would have understood what was happening. One viewer was not sure that ''all age groups would understand the Marco/Polo reference''. Another viewer felt that the advertisement needed ''a bit of a back story or more of an establishing shot''. With this said, all other audience members thought that the advertisement did not need improving which shows this advertisement, overall, had a positive impact. I did feel surprised that that some viewers did not understand the storyline as I aimed to make it as clear as possible. 
          I feel that the questions I asked were very useful and helped me gain a better understanding of which aspects were good/bad about my advertisement. From previous quotes and facts within this essay you can see that I have gained a lot of information from the questions asked; this shows how useful the questions were. If I were to criticise questions, I would say that I should have reworded the question ''Which did you prefer: the storyline/the shots? Why?''. I feel that this could have been worded in a better way. ''Which aspect of the advertisement do you prefer: cinematography/narrative? Explain why.'' This has been phrased more appropriately and can be understood better.
          As for my own opinion of my advertisement, I feel that it was very successful and the final edit looks how it was planned. I feel that the acting within the advertisement was proficient as the actors play the characters on screen very well. I also feel that the soundtrack throughout was suitable as it immediately set the scene and time period. This was an important factor as it tells the audience so much through just sound, which I feel was done very well. When watching my advertisement  back I do not feel that there are parts which are boring and should be taken out; this is a positive as it shows the audience won't get bored, which is important in an advertisement, as I tried to keep their interest throughout. 
          All viewers of the advertisement said that they thought it was entertaining. I feel that this result shows that it was successful and it done it's job in keeping their attention. This is what I wanted the advertisement to do as it is more likely they will remember the product as it would tempt then to purchase some Polos. If I were to make any improvements to my advertisement, I would rewrite the script so that the plot was clearer. I feel this way as not all audiences may understand the Marco/Polo reference, which is also a view that some audience members from the survey share. 
          To summarise the positives within my advertisement, I would start with the technical aspects; a tripod was used for shots which helped steady the camera. This meant that the camera did not shake throughout the advertisement, making it look more professional. The tripod also helped for panning which created smooth movement of shots. The rule of thirds was referred to for framing, using the points of interest to place the important aspects on screen. A shallow depth of field was used at some points to focus the eye on either the foreground/background. The focus was then pulled to reverse this. 
          It is made clear what the product is successfully which is the most important part of the advertisement; without it being made clear what the product is, there would be no point in the advertisement. There is a distinct point within the advertisement where the Polo is held aloft and the hole can be clearly seen. The Polo is known for being ''the mint with the hole'' so it is noticed straight away. Also, at the end of the advertisement, a Polo packet is seen. This successfully sells the product and prompts the audience to purchase a packet of Polos. 
          To improve the advertisement, I would make more of a backstory to enable all audiences to understand the Marco/Polo reference at the end of the advertisement. I would improve this by having the character that walks past shouting ''Marco'' having some extra lines. If I were to create this advertisement again I would have him say something like ''where is he? I can't find him'' before he then shouts Marco. This makes more sense than just having a random man walking in the background shouting ''Marco''. This would mean everyone understands the advertisement and creates no confusion.
          To conclude, I feel very satisfied with my advertisement and I am confident it will continue to be successful. The final edit looks how I planned and from my results I can see that audiences found it entertaining; this, along with the majority of the audience having a preference to the acting/soundtrack/narrative/cinematography, shows that the advertisement was successful. 

Results Summary

          Looking at the results from my survey, I can see how effective the advertisement was and which aspects of it were good/bad. I found that those who viewed the advertisement were no younger than 16 although some were 18 or above. This shows that the results give the opinion of a teenage audience. 11 people had answered the survey and they answered all questions. I created a pie chart to show the ages that viewed the advertisement as it shows a large portion of it being 17 year olds. For the closed questions I used a bar chart as I felt it was the best way to show how many people said yes/no to a question. I found that all of the people that watched the advertisement thought that is was entertaining. 11 people said that they thought it was entertaining, with 0 people saying they did not find it entertaining.

          9 of the 11 people said that they would purchase Polos after watching the advertisement, with 2 people saying that they would not. This may have been due to them not liking the mint Polo in the first place, and the advertisement may have had no effect. I should have asked underneat this question ''if not, then why would you not purchase them?'' so they could clarify. Again, 9 out the 11 people thought that the advertisement was clear which means that they understood it. From this analysis, the two people who would not purchase Polos may not purchase them because they did not understand the advertisement, although it is not sure whether these are the same 2 people.

          10 people thought that the soundtrack throughout the advertisement was suitable, with 1 person saying this it was not. This may have been down to personal preference or them feeling that another track would have suited it better. The acting, though, was said to be satisfactory by all viewers. 11 out of 11 said yes it was satisfactory. For the last quantitative question, I used a bar graph to show the results of how well the viewers thought the advertisement was edited. From the results, I can see that there is an empty space to one side (the lower side of the scale) and several bars on the right (high end of the scale). This shows that all viewers thought highly of the editing within the advertisement, and not one of them thought it was poor.

          For the qualitative questions I gained a better understanding as to what the viewers thought and why they had these thoughts of the advertisement. I found that the viewers enjoyed the advertisement as they thought that ''it was funny and made you wonder what was going to happen at the end''. This shows that we achieved our target of making this advertisement amusing. I also found that people found  the shots and storyline equally as good as each other, which shows that both are complimentary and improve the advertisement. The storyline was said to be ''humorous and engaging'' whilst the shots were ''excellent, a great variety and technically secure''. This helps the advertisement vastly in terms of it being successful.

          Expanding on the fact that the viewers enjoyed the way in which the advertisement was filmed, they also enjoyed the editing throughout. I feel that the editing process was very important and it looks as though, from the results, it was done very well. Viewers thought that the editing was ''fast paced and successfully drew attention'', ''it was interesting'', and ''the shots went well together to create a smooth and rich storyline''. As for the advertisement overall, the some of the viewers feel that some improvements could have been made. Some said that it did not need improving at all, although others said that they are ''not sure all age groups would understand the Marco Polo reference''. Also, another viewer feels that ''a bit of backstory or more of an establishing shot would make it clearer''.

          When asked if the audience would recommend this advertisement to others, they all said that they would. This is an excellent result as a big part in advertising is word of mouth. If these people feel that this advertisement is good and they would recommend it, many other people will watch it. When asked to comment upon the acting within the advertisement, we received positive feedback saying that it was ''done very well'' and the actors were ''very convincing and impressive''. This helped the advertisement as I feel that if this was done badly then it would make the advertisement come across as bad and cringeworthy. All aspects of the advertisement are important and from the feedback I can see that we have created a good advertisement which people enjoyed watching. I am very pleased with the results.

Results #2

Results

Feedback Methods

          After our advertisement was viewed, we aimed to receive feedback from the audience. We used different methods in order to measure how successful our advertisement had been. In this post I will explain which methods we used, how these methods were put into place, and why we used them.

          First of all, we organised a focus group in order to receive feedback from the audience straight after they viewed the advertisement; we decided to ask them questions almost immediately, although giving them time to think about what they just viewed, so that the advertisement was still fresh in their mind. We decided to record the Q&A with the audience so that we could refer back to it when collecting our results. We started at one end asking the first person a question and then went around the room allowing all others to answer this same question.
           We collected a range of different answers which allows us to look at how people like different parts of the advertisement. We asked a diverse audience, making sure that we did not just ask just one group of the same age. This means that our feedback was reliable as it shows what people of different ages think about it; as we aimed the advertisement for a wide audience (young and older audiences) we could tell if it was successful or not by finding out if both audiences enjoyed it.

          As for the questions asked to the audience members, we decided to use two different types of questions so we could record the results in different ways. We used qualitative research as well as quantitative research to collect a range of answers that we could, at a later date, show in different ways; qualitative research was used to gather in-depth understanding of the audiences answers and why they said what they did. We asked questions on what the viewer liked/disliked about the advert and asked them to explain their answer.
          An example of this is the question ''Which did you prefer: the storyline/the shots? Why?''. This allows the viewer to say which aspect they preferred and then state why they think this. Quantitative research was used to gather numerical results to understand how many people shared the same views. An example of when this was used is the question ''How well has the advertisement been edited?''. The way in which the viewer would answer this is on a scale from 1 (poor) to 10 (excellent). Upon collecting data for this, I could add up how many people selected each answer which would then determine how effective the editing was within the advertisement and how well it was put together. 
          We also created a survey online which can be seen on the blog after the advertisement had been posted. This survey is also linked within the description of the advertisement on the website YouTube. This means that anyone from all over the world can see this advertisement and take out the survey. This is a positive aspect as it allows the advertisement to be seen by a wide audience and receives feedback from all backgrounds of life. I will then collect these results via the website the survey is on (SurveyMonkey) and examine them.
          I also used both open and closed questions within my feedback forms to collect a range of answers. I used closed questions (yes/no) to receive feedback that is easy to put into a graph/table. This was also done for the viewer answering the questions as they are easy/quick to fill out. This is more reliable as they aren't likely to lie to complete it faster as they may do if it was a blank box they had to fill out. I did, however, also ask open questions to allow the viewer to think and reflect on the advertisement and give their opinions and feelings within the answer box. This allows me to understand why people think that an aspect may be good/bad and allows them to explain in detail. 
          I feel that I have collected the feedback in the best way and I hope to see that the results are positive and that the audience feel as though the advertisement was successful. I will look at all results collected and then present them using various methods. I will present the video clips taken when asking questions to the audience, and show the feedback in graphs/charts.
          

Polo Advertisement Feedback #2

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