Evaluation and Feedback

Evaluation

In what ways does your media product use, develop or challenge forms and conventions of real media products?

My group's main product has conformed to the forms and conventions of real media products in many different ways. comparing my work to the research i conducted in to advertising at the start of the project, I believe that my work follows the main conventions of a coffee advert and contains all the factors it need to be successful.

The relationship the advert has with its target audience is one of the key factors that the advert needed to cover. I have found that this is key to creating a good advertising campaign from research in to current coffee adverts. To create a unique and memorable advert was the most important factor for our group to ensure that our target audience was interested in our product. As a satirical and humerous factor to advert we decided to use a recognisably German accent to emphasise our message.

Another factor we felt our advert needed to have was a memorable and easily recognised factor that consumers would associate with the product without noticing it. One way in which we did this was using the 'mad scientist' characters to create a comical and humerous plt line for our product to follow. For my research i have found that a memorable soundtrack/song was an effective way to link customers to the chosen product, for example the 'Go Compare adverts' are one of the most memorable adverts at the moment because of the recognisable songs used in them. We felt that this was a key factor that we should use in our advert to help customers remember our product just by hearing the music without the visual advert.

Our advert did challenge the forms and conventions of real media products but it didnt work as well as it could have done. The way in which our advert conveys its information over a longer period of time and doesn't give the audience a quick message about our product. This was not a vital factor our group focused on because we were more interested in the narrative of the advert and its relationship with hte target audience.
Although we did not provide the advert's information quickly, we did succeed in keeping the viewer interested with our slow motion imagery and memorable music. Not confusing the audience is one factor that professionals and theorists of adverts agree you must do. I believe that our advert does this effectively and so achieves its goal of grabbing the viewers attention and creating a memorable advert that will influence the audiences purchases of coffee.

How effective is the combination of your main product and ancillary texts?

Our group as a whole ensured that we created all our our media products to follow the same guidlines so that they would be easily associated with eachother, for example both our radio advert and our television advert both contain the same style of voice over to ensure the viewer/listener creates the connection between the mediums. To ensure the radio advert and the television advert are subconsiously linked my group ensured that we used the same tone and comical accent in our voice over to make sure the audience associate the two products together. Our website also links to the both adverts because it is hyperlinked from my group's youtube page and when the customers visit the website it is easily recognisable as 'lutz' by the typography and images used on the home page.


How did you use media technologies in the construction and research, planning and evaluation stages?

Our group used media technologies throughout every stage of the production of our media products. One of the most valuable media platforms that my group used was the internet and its resources. This allowed us to plan and prepare our advert before starting production which meant that simple mistakes were avoided. Youtube was one of the main resources my group used to research existing adverts and find out what factors our media products needed to include to be successful.
The use of 'Facebook' also allowed me to recieve feedback on my media products and create more advertising for the Lutz brand.
The production and editing of the media product my group produced last year gave us confidence and experience in using the Apple mac software. This allowed us to produce our A2 media piece more efficiently and stop us running in to problems with the software because we were familiar with the software being used.


What have you learned from your audience feedback?

Our audience feedback is vital to creating a better buisness plan and allows our product range and adverts to be changed to suit the change in target audience. The feedback allows our customers to tell us what we want and prefer and thus lets us change our comapny accordingly.

Final (full length) Coffee Advert

This is the final full length advert for my group's A2 media. I believe this advert shows off all the skills and techniques that my group and I have learnt over the past year. The advert depicts the short narrative of a group of scientists determined to crack the code to the perfect cup of coffee. The advert was designed to be humerous because my research in to coffee adverts hinted that comedy was the best way to advertise a product in the food/drink section of the market. The voice over of the advert adds the majority of the humour to the clip and provides a memorable signiture for the product that customers will associate with the products on offer. As this full advert is over 3 minutes in length, this version would only be used to advertise online leaving a shorter version of the advert for television showings. This is a common way of advertising because it entises the potential customer to visit the website to see the full length video. I think that this advert achieves all the major factors that it needs to be able to sell packs of coffee because it offers an interesting talking point, a comical narrative to interest the viewer and a unique presentation of media techniques such as slow-motion imagery.

Short version of the Lutz coffee advert

As the full length advert exceeds 3 minutes my group and I decided to create this shorter advert that would be cheaper to air on national television. This is the short version of my group's coffee advert that we believe contaisn all the factors of the full version without telling the full story of the scientists. The advert features most of the slowmotion footage from the full version which still catches the viewers eye.

It iis not uncommon for a company to create a shorter advert to compliment their full advertisement campaign. For instance the 'Cadburys Spots vs Stripes' adverts are around 30 seconds when seen on the televsion but they invite you to weatch the ful version of the advert on their website. This technique not only saves the company money but it draws customers in to buying the other products on the website creating potentially more free advertising.

Word of mouth is one of the most effective ways of advertising a product/company because it is free and massly available, so it was vital that our shorter advert deliver the topic of conversation which we believe it does. For example the 'Go Compare' adverts that have hit the television in the past year have been somewhat annoying but highly effective in their delivery of their message. There is not one place in the United Kingdom that does not know those adverts so much so that the latest adverts do not even feature lyricsbut are still easily recongnisable.

Market Research/Target audience

To ensure that coffee is the right product to be advertising and to ensure my group's target audience is wide enough to allow all possible areas of people to be targeted by our media advertisement campaign. It seems that mainly middle-aged members of the community are the majority of the coffee drinkers in the United Kingdom, especially in high pressure jobs such as office work and teaching. This means that our advertisement campaign must be accessable through many different mediums to allow for a range of people to come in to contact with them. I suggested setting up a Facebook page and yotube profile to draw in a range of younger audiences and because youtube is a highly visited website it would create free advertising for Lutz coffee.

The Basics of the BBFC

The British Board of Film Classification (BBFC), originally British Board of Film Censors, is a non-governmental organisation, funded by the film industry and responsible for the national classification of films within the United Kingdom. It has a statutory requirement to classify videos, DVDs and some video games under the Video Recordings Act 2010.

The BBFC rates theatrically released films, and rated videos and video games that forfeited exemption from the Video Recordings Act 1984, which was discovered in August 2009 to be unenforceable until the act was re-enacted as the Video Recordings Act 2010. Legally, local authorities have the power to decide under what circumstances films are shown in cinemas, but they nearly always choose to follow the advice of the BBFC.

The Video Recordings Act requires that video releases not exempt (music, documentary, non-fiction, video games, etc.) under the Act had to be classified, making it illegal to supply any recording that had not been certified. Certificates could restrict release to any age of 18 or under, or to only licensed sex-shops. The government currently designate the BBFC as the authority for certifying video releases. As the law requires the certificate to be displayed on the packaging and media labels of the video recording, in practice only UK releases can be legally sold or hired in the UK, even if a foreign release had identical content.

Video games with specific themes or content (such as the Grand Theft Auto series) must also be submitted to the BBFC to receive a legally binding rating (contrast with the advisory PEGI ratings) in the same way as videos, however, under the Digital Economy Act 2010, responsibility for rating games that include violence or encourage criminal activity will pass from the BBFC to the Video Standards Council. Other video games may be submitted at the publisher's discretion.

List of equipment for the first day of filming

Outside the music building at 9:00 am and bring/have;

- No product in hair
- Dated clothes (shirt, tie, cardie)
- Packed lunch or money for Shops
- Old fashioned shoes or black pumps
- Sacks of coffee beans
- Tripod and video camera
- Slowmotion camera
- Science equipment
- Tables and stools
- Lab coats
- Dry shampoo
- Face paint/make-up
- Clock
- Hessian sack

Lutz Facebook page

As a more convenient and accessable way of contacting the LUTZ company, I set up this Facebook page for customers to post their thoughts and comments on their experience of LUTZ coffee. If this brand were to exist then the Facebook page would be a vital customer interface for questionaires and surveys that could help the company expand and diversify their products in to new areas of buisness to meet their customer's needs.

The LUTZ Facebook profile allows consumers to post their comments on the wall of the company and feeback their thoughts on the coffee products in the LUTZ range. The page also links customers to the LUTZ website and allows them to visit the Youtube page to watch taster session videos and new adverts. As an added extra the company would also be able to run discussion groups and competitions through this facebook page to boost consumer participation and widen popularity of the product.

The reason I set up the facebook page is because it is one of the most visited websites on a daily basis and would definately improve the recognisation of LUTZ as a coffee brand. The Facebook page also allows for discussion groups and messaging to take place with the company or just with other like-minded coffee drinkers which would create better customer relations and awarness of the product range.