30.4 TV advertising Evaluation Guidance & Instructions 

Preparation In preparation for your evaluation you need to: Screen your final TV advert to a range of people  Obtain (written) feedback & comments which you can then cut & paste into your evaluation (feedback can be from tutors, peers and client) 

The purpose To critically reflect upon the following points: The process you undertook to produce your final TV advertisement including: Initial ideas development, pre-production, production (filming) & post-production Review the final product and evaluate it's effectiveness 

Fitness for purpose  How well does the final product advertise your chosen brand?  Would it persuade the target audience to buy into the brand?  Why do you think this? Is there anything you would change with regards to it's fitness for purpose? 

Appropriateness to audience Who were the intended target audience? (demographics, psychographics etc.)  How did you try to appeal to this audience? (include specific examples here from your finished advert)  Do you think that you were successful in persuading and attracting the intended audience?  Why do you think this? 

Compare with original intentions Does the final TV advert match your original idea and plans? How does the final edit compare to your script and storyboard?  If you made changes during production/editing why did you make these? 

Effectiveness of persuasive techniques & content What persuasive techniques did you use?  Which were the most successful? Why?  Would you consider using alternative persuasive techniques in the future? Why?  Do you think that the content captured for your advert was effective in a) appealing to your audience b) accurately conveying the brand identity 

Technical & Aesthetic Qualities Overall how technically successful do you think your advert is? (comment on: shot types, camera movements, lighting, sound, graphics, editing techniques) 

Checklist for distinction Consistent and accurate terminology  Extract specific examples from your final advert (screenshot specific sections and insert into your presentation)  Compare your final advert with previously produced TV advertisements  Critically reflect upon feedback received, identifying what you would do differently next time