The document discusses using psychographic and demographic research to understand a target audience for a football boot advertisement. It summarizes conducting primary research through a questionnaire to learn the target audience prefers spending around £100-150 on boots designed to enhance shot power. Secondary research analyzed similar ads. The questionnaire provided visual results showing most of the target audience are male, buy boots regularly, and prefer shops like Sports Direct. This informed creating ads with male characters promoting boots that enhance power at a reasonable price point sold in preferred stores.

1. Q3) What have you learned from your
audience feedback?

2. Psychographics
The psychographics are the cultural traits of the audience that are used to profile
them. The psychographic profiling model categorizes people based on their
personality, values, attitudes and lifestyles. It is important for a production company
to know the psychographics of their audience to be able to engage with their
interests. They will be able to find out how to reach out to the audience due to the
understanding of their values etc.
While carrying out my primary research, I was able to find out the psychographics of
my target audience. I found out that that my target audience will mainly be aspirers as
they will try to improve themselves through purchasing the football boots. As my
football boots are aimed at young teenagers who aspire to be professional players,
the brand product offers them a chance to get closer to their goal. The psychographics
have allowed me to understand how my audience are motivated. It has showed me
how my audience will be classed as ‘Aspirers’ and has allowed me to create a
relationship between the brand product and the audience.

3. Demographics
The demographics are the characteristics and traits that come natural to the
audience. It is used to categorize and evaluate audiences. I carried out my primary
research and looked at the different demographics and psychographics of my target
audience. This helped me to find out the desires and expectations of my target
audience which allowed me to improve and alter my advertisement to better appeal
to them. Through this, I was able to better understand and identify my target
audience and the demographics of my brand product.
Demographics involve the audiences age, gender, social class and ethnicity. It is
important to identify the demographics of the target audience in order to understand
the target audience better. This will allow production companies to produce brand
products in the way the audience want it to look like. Understanding the
demographics of the audience allows the production companies to build a sort of
relationship with the audience.

4. Target Audience
After carrying out my research I was able to fully understand my target audience for the football boots
advertisements. This was beneficial as I knew how to work the conventions to meet their expectations. The key
elements which helped me to identify my target audience involved:
Demographic Profiling:
Gender & Age – Targeted at men aged between 16-21 as football is mainly a men’s sport. The characters in the
advertisements are also men which allows other men to relate. The age was identified as these are the ages where
young players are also trying to break through into professional football.
Ethnicity – My advertisements target all ethnicities as anyone can play football and purchase football boots. Football
does not have any restrictions so all ethnicities are targeted.
Psychographic Profiling:
My target audience will be aspirers and their hobbies and interests will be football. They will seek to improve
themselves like the main character and hope to follow a similar narrative after purchasing the football boots.
Socio-Economics:
My target audience based on the on different occupations will vary from students, unemployed people or casual
workers in category ‘E’. This is because the brand product and the theme relates to young people and these people will
be found with this occupation. This does not restrict audiences with other occupations to be interested, however
audiences in category ‘E’ will be my target audience.

5. Why is it important to know about the audiences when
creating an advertisement?
Upon the initiation of any production, it is vital to know about the audiences as it gives an
insight to their interests and expectations. Advertiser will know the different ways they can
engage with the audience after having a firm understanding of their interests. Knowing about
the audiences can help to establish a target audience, a crucial aspect to the success of a
production. This will allow for advertisers to produce the advertisement according to their
expectations and interests acquired through finding out their psychographics and
demographics.
It is also important to know about the audience when creating an advertisement because
through building a relationship with them it will increase the chances of success. The audience
are the ones who will consume the advertisements and respond actively to it which will equal
profit for the production company. To find out about the audiences, carrying out both primary
and secondary research is highly beneficial and suitable through questionnaires or internet
search. I had to construct a questionnaire to find about more about my audience and establish a
target audience. The answers were recorded on graphs and charts which allowed me to easily
analyse. I was able to know my target audience more personally and understand what their
interests and expectations are.

6. Collecting Primary and Secondary Research
In order to know my target audience and learn all their interests and expectations. I
had to construct both primary and secondary research. For my primary research, I
created a questionnaire which was the first task for the planning stage. Through
SurveyMonkey, ten candidates answered my questionnaire and gave me their
feedback. The questionnaire focused on the audience’s expectations for my brand
product and the different ways they would like to see it promoted. This allowed me to
understand the forms and conventions that I should be applied to my adverts. The
format used to present the questionnaire allowed me to analyse the results through
graphs which helped to show a visual presentation of the feedback that I received. The
questionnaire was ultimately beneficial in influencing the final product as I altered my
initial ideas to meet their expectations.
For my secondary research, I used the internet to look at similar advertisements and
the way in which it engages with their target audience. I analysed the key forms and
conventions that were utilized to reach out to the target audience.

7. Questionnaire
The questions were all specifically layered to identify the psychographics and
demographics of my target audience. The questions were used to find out what they
expect of football boots and preferred forms.The questions were as following:
1) What is your gender?
2) How often do you buy football boots?
3) How much are you willing to spend on football boots?
4) What do you look for when buying football boots?
5) Where do you usually buy football boots from?
6) What area of ability do you prefer your football boots to be designed to aid in?
7) Would you be more convinced by the football boots if you saw it being tested>
8) How does a football trainer advert interest you?
9) What kind of music beats do you prefer in a football trainer advert?
10) Would you be more interested to the football boots if they were promoted on a
football pitch?

8. Questionnaire Graph Results
The first question allowed me to identify the
standard demographics of my target audience.
There were more men interested in the football
boots compared to women which showed me that
they will most likely consume my adverts. This
feedback was useful as I immediately knew that the
content in my adverts needs to appeal to men, thus
I used male characters.
The second question allowed me to understand the
psychographics of my target audience. I was able to
analyse the trend of how often my audience buy
football boots. This feedback showed me that
football boots are among their list of interests and
that it is a genuine product that appeals to them.
The answers influenced me to advance with my
brand product and advertisements.
1)
2)

9. Questionnaire Graph Results
This question gave me further knowledge on the
expectations of my target audience. I found out
how much they are prepared to pay for football
boots so that I could promote a product that also
satisfies them in the price. It is important to find
out the audience expectations so that you can find
a balance in the price that will also allow profit.
This was another question that allowed me to
identify the psychographics of my target audience.
It asked about their preferences and expectations
for their football boots. This allowed me to better
understand my target audience through the
answers. I found out that the majority of my
audience prefer product speciality with the football
boots so I promoted them to be designed to
enhance shot power which is its specialty.
3)
4)

10. Questionnaire Graph Results
5)
6)
This question was beneficial to me as the feedback
that I received allowed me to find out the different
retail stores that my audience use to buy their
football boots. It allowed me to analyse a trend
which shows me where my brand product should
be selling. This is important as I can also appeal to
their lifestyle and sell my brand product at their
preferred retail store.
This question gave me further knowledge on the
psychographics of my target audience involving
their personality and attitude. As it is targeted at
young football players, many of them responded
with ‘power’ when asked where they prefer their
boots to be designed to aid in. This shows an
obsession with ‘power’ which influenced my brand
slogan of ‘Feel the Power’ which perfectly
emphasises the speciality of the football boots.

11. Questionnaire Graph Results
7)
8)
This question was highly useful as the audience
feedback presented the importance of the brand
product being put to use in my advertisements.
This enforced the convention of product
placement and allowed me to gain the audience’s
trust to see another player wearing the football
boots and scoring goals with power.
This question was crucial to the concept and
narrative of my advertisements. It showed to me
the different ways the audience prefer the form of
a football boots advertisement. I found out that I
need to inject a realistic style as it will appeal to
them and engage with their own aspirations.
Through the feedback, I learnt that my audience
would rather witness the use of the football boots
in a realistic style than any other form.

12. Questionnaire Graph Results
9)
10)
This question allowed me to finalise a location for
my first advert which is important to make it
conventional. Everyone agreed that they would be
more interested to football boots if they were
promoted on a football pitch. As a result, I used the
location of an Astroturf which is where football is
played and this contributes to the realistic form.
This feedback from this question allowed to utilize
and conclude a key convention of advertisements
that is the music. I found out another aspect of the
psychographics of my target audience and saw
that many of them prefer a rap beat or fast paced
music to be present in the adverts. I used the music
to suit the narrative and contribute to their
experience by motivating them.

13. Focus Group
Another form of feedback that I received from the audience was through a focus group. After completing
my advertisements including the ancillary products of a TV Sponsorship and Radio Advert, I presented it
to my focus group. It is a small number of people that are gathered to discuss the product before its
release. In order to measure my success, they all gave me honest feedback of positives as well as
negatives. This was beneficial to me as I was able to see if my advertisements were conventional and
successful. I wanted to find out whether I have met the audience’s expectations and was open to
suggestions of future improvements. I asked my focus group whether they believe I have effectively
reached out to my target audience. I also wanted to find out their thoughts and ideas on the way I was
selling my brand product and together we discussed the use forms and conventions such as brand
slogans or advantages over similar products.
The following images show my focus group taking place:

14. Drafting Process
During the production stage of my ancillary texts, I received feedback from my
audience after presenting to them my initial drafts of the TV Sponsorship and Radio
Advert. It allowed me receive feedback on my work so far and make further
improvements that would see it meet their expectations. I presented my drafts to my
target audience as well as other students and teachers who gave their own input and
ideas towards it. The feedback that I received was highly beneficial as through this I
was able to develop my work and produce the final products to a high standard.
Through the drafting process I learnt from my audience several ideas that I could
implement in my final product. For my TV Sponsorship, I learnt that I need to improve
my editing techniques and include further effects. I had to present the sponsorship of
SoccerAM in a smooth way that fit in well. Also, for my Radio Advert I learnt from my
audience feedback that I needed to improve the dialogue and narrative to appeal to
them more. I had to include different authentic sounds that will contribute to the
concept of the radio advert and also engage with the audience.

15. What did you learn from all this audience feedback in terms of whether
you created a conventional and successful advertising package?
The different forms of feedback that I received were highly beneficial towards the success
of my final products. The various audience feedbacks that I received were mainly positive
and useful. Through my questionnaire, I identified the psychographics and demographics
of my target audience. I was also able to understand what exactly my target audience
expect from the advertisements so that I could amend it to do meet their expectations. I
knew which forms to use and what music to include as well. The feedback that I received
through focus groups was also beneficial as I learnt that my advertising package used
different conventions effectively. Through the correct use of conventions, I was able to
reach out to my target audience and meet all their expectations that I found out via the
questionnaire. The improvement suggestions helped me to further amend my production
to make it more conventional. The way in which I have used my audience feedback to
improve and advance in my way relates to Hebdige’s theory involving subcultures. It is the
theory that communicates the people who respond positively to a product can be classified
as a niche audience which ultimately proves the success of my advertising package.

16. Conclusion
In conclusion, I believe that I have learnt much useful information from the different
audience feedback. It was extremely significant and beneficial for the progress of my
production as I was able to implement the feedback into my work as well as measure
the success of it through final feedback. There were different ways in which I received
feedback from my audience, which involved questionnaires, focus groups and drafting
processes. This also allowed to acquire feedback from a variety of people and allowed
for different ideas from many individuals. Through submitting my final products on
YouTube, I was able to easily distribute it and present it to my focus group and target
audience. It was a free way of presenting my advertisements which was highly useful
for me. The focus group was especially a useful form of feedback as I was able to receive
personal feedback which I could take more seriously. It allowed to realise the success of
my final products and see what I can do to improve for future productions. The drafting
process was also a useful form of audience feedback as I presented my initial drafts to
my target audience in which they responded with their own inputs. Ultimately, my TV
adverts and ancillary products were successful and highly conventional as it appealed to
my target audience, and the audience feedback was vital to this conclusion.