media evaluation- audience

1. Q3- WHAT HAVE YOU
LEARNED FROM YOUR
AUDIENCE FEEDBACK?
PART 2
MADELEINE PLUCK

2. MARKET RESEARCH
• In order for the film produces to find out what their audiences are interested in,
they must take part in market research. In this process it is decided if the film
Is suitably designed for its intended audience. This is an essential part of the
overall process as marketing the film is what makes people want to go watch it,
meaning that the success of the film is partially dependent on marketing
strategies.
• For instance in my own film we looked into what tag line would suit
our film the best, having a tag line is vital for the marketing of a film
in order to stand out to the audience.
• Our two choices were;

3. • Ayesha conducted a series of interview where she questioned our
target audience on which they preferred and why; this video is on
YouTube and also available on each of our journals on Mahara. This
was really useful to us as the the information which we received gave
us the ability to choose a tag line which would both appeal to our
audience and connect to our product.
• https://www.youtube.com/watch?time_continue=1&v=HE07Tz_6Gf4

4. • The ruling majority was ‘live for die for’. I think that this is
because is is a very common saying amongst teens but for the
purpose of our film it highlights the party aspect but also the
darker side. We used this tag line for the teaser and the magazine
cover.

5. • However, because often a film has more than one tag line and to prevent the
one we had from getting too repetitive we did end up using ‘one more shot’ for
our poster; I quite liked the play on words and worked better with the design for
the poster. And in the end the audience reaction from this was very positive.

6. AUDIENCE RESEARCH
• Audience research is the process which involves finding out which
target audience would seem most suitable for a certain film. Various
things come into consideration when looking into this; the most
obvious are gender and age.
• If this is not done accurately it can result in many different problems
but mainly the fact that the film may not be as popular because of
this.

7. • Primary and secondary audience research allowed me to gain both knowledge
directly from the source as seen from these interviews.
• And secondary audience research gave me access to what the target audiences
were in other films the same genre or similar genre. I did this through the pearl
and dead website where as seen when I researched the bling ring; A film about
teenagers and crime which is in some ways similar to my own film
• As can be seen here, a female audience is more likely to watch this film as it has
been recorded that 70% of the audience is female and on average 30% are male.

8. • Here is another film which also shares some similar films to my own;
project X
however, in this case the target audience is more male oriented.

9. THOUGH THESE FILMS HAVE DIFFERENT
GENDER TARGETS WE SEE A CORRELATION IN
BOTH IN TERMS OF THE AGE GROUP WHO
ARE MOST LIKELY TO WATCH THIS FILM, IN
THE BLING RING IT IS 39% AND IN PROJECT X
IT IS 74%.

10. WHO IS MY TARGET AUDIENCE?
AFTER THIS RESEARCH I HAVE FOUND THAT MY
OWN FILM WOULD FALL UNDER THE SAME
CATEGORY
AND
AS I HAVE MENTIONED IN MY PREVIOUS QUESTIONS
MY TARGET AUDIENCE IS MORE LIKELY TO BE OF A
FEMALE GROUP.

11. EACH STAGE OF AUDIENCE
FEEDBACK-
• PITCH PRESENTATION
• TEASER ROUGH CUT
• FINAL TEASER TRAILER AND FINISHED
PRODUCTS

12. PITCH PRESENTATION
The pitch presentation is the first stage where we
were able to receive constructive criticism about
our ideas before actually starting the creative
process. This was an important stage as before
starting to create the idea we envisioned we
wanted a broad view of opinions in order for us
to decide if our film would be a success.
I felt our pitch was very clear in explaining
exactly what it was we wanted to create.
Because there was a lot of detail to it, it
meant that we were able to receive precise
feedback and have more focused comments
rather than having to explain holes in the
plot.

13. • We received our feedback verbally, this gave us a direct view to what people
thought. I think people were surprised by our pitch as it was presented in a
unique way, and one which related to our genre. So the feedback we received
from our presentation was very positive. They felt that our pitch was both
informative and entertaining.
• At the end of our presentation we asked if anyone had and questions; the allowed
us to make ourselves even more clear and gave us a chance to see what people
were concerned about.

14. • We then went around the room and asked for some specific feedback of what they
liked and didn't like.
• Because we were presenting this pitch to our target audience they liked the titles
‘Surving The Seshhh’.
• They liked how we explained the importance behind the film.
• Felt that the tag lines were well thought out.
• Were intrigued regarding the production of the film
The criticism was very helpful to us as it meant we were able to work on and
improve anything which didn't sit well with the audience. Though we did not
receive much the which we did receive, was one which we had predicted and
this was:
• Uncertainty regarding how we would film the party scene. They felt it would
be hard as we did not have the numbers to make it look realistic or the
equipment to create an illusion of a grand scale party.
This then required us to think more deeply how we would do this. We came to
the conclusion that with lighting and mise en scene we would be able to create
the party atmosphere and we would use close ups rather than establishing

15. ROUGH CUT
• Having feedback from the rough cut was like having a first draft of
our products on display. In my view this is the most important
stage of feedback; it is where the majority of the editing has been
done but is still as a stage where lots of improvements can be
made. I felt that our rough cut was still very incomplete so having
people see like that was a bit nerve raking. However this was the
perfect stage to receive feedback as it meant we still had time to
go back and fix and work work on any of the constructive
feedback which we received.

16. • The feedback which we received was written on a
template, which received from each group. So we
had three overall.
Each group gave us
their opinions on what
they felt went well and
then on how we could
improve. This was
quite helpful as it
meant we already had
a view at what our
audience thought and
could use this
feedback to better our
products.
We also received
feedback from our
teacher, Liz. This was
significantly helpful as
she has more knowledge
regarding the aspects of
each product. So her
feedback was in my view
the one which counted
the most as she knows
what it takes to achieve
what we set out to do.
This feedback gave myself and my group a clear view of what needed to be done before the final
deadline. And thanks to this feedback we managed to improve our teaser and poster a lot more as
we listened to what it was our audience wanted. Which was more establishing shots and quick
buildups as well as fixing the music and for the poster they said they were looking for and more
refined look which in the end I feel we achieved.

17. FINAL SCREENING
FOR THE FINAL SCREENING WE POSTED OUR END
PRODUCT ON YOUTUBE. THANKS TO THE
COMMENT SECTION AVAILABLE BENEATH THE
VIDEO, OUR FEEDBACK WAS GIVEN TO US
ELECTRONICALLY.

20. The comments and feedback which we received regarding our products were all very
positive. This was a relief for my group and I as it meant we had created products
which appealed to our target audience. So all our research into this had paid off. It
also made me feel proud of my work and happy with myself that I had done a good
job.
In the comments seen in the last couple of slides, I highlighted a section of phrases
and words which were repeated quite a few times. According to our audience this is
what we did well;
• Conveyed typical conventions well
• Followed many aspects of teen dramas
• Good links between all three products
• Effective sound and lighting
• Interesting storyline
• Intriguing to the audience

21. Before and after:

25. WHAT DOES MY FEEDBACK SUGGESTS
REGARDING THE SUCCESS OF MY MARKETING
CAMPAIGN?
• Receiving all this feedback throughout this process allowed my group and I to
get an idea of what people thought at each stage.
• I feel that the positive feedback which I received meant that we were successful
in producing a film made for our target audience.
• All of our three products reflected the same themes, we made sure that our
branding and marketing would appeal to teenagers ages 16 to 21. Thanks to
the use of colors and tag lines we were able to do a good job with this.
• Overall, I followed a lot of this feedback and because of what was said, it
encouraged me to make sure my products and marketing campaigns were
reflective of what it was my audience wanted.