This document summarizes feedback received on a music campaign. Focus groups with the target audience of female teenagers provided feedback. The feedback indicated that the music video and color theme were strengths, while the digipak design was too simple and unclear. Receiving feedback from the target audience helped identify weaknesses to improve and confirmed that the intended messages were decoded as intended. The feedback process was valuable for developing and refining the campaign to better meet audience preferences.

1. A little bit extra to
Evaluation Task 3 What have I learned from my
audience feedback?

2. Collecting Feedback
❖ Before each feedback we prepared a set of questions which were following all the rules and were
not leading ones. Those questions were than divided into categories and the order was decided.
For example, for the focus group the categories were: whole campaign ones, music video and
digipak. To collect the feedback we always wrote notes and for some feedbacks we also filmed
as every detail was important. Than, to visualise the feedback we prepared graphs and charts as
it helped to see where the improvement should be made.

3. Demographic and Psychographic profiles
❖ Our demographic were female teenagers of probably all social
classes. We wanted to create an idol for those who has lower social
status and a role model for those who has higher social status.
❖ For the targeting psychographic profiles we used teenage VALS.
We targeted Groupies and Trendies. This was proved in the
feedback from our focus group as the people who liked our
campaign the most were Groupies and Trendies.

4. Advantages and Disadvantages of these sources
❖ The advantages are that we received a detailed feedback which helped
us to improve our products, the feedback was received directly from
our target audience
❖ The disadvantages are that the feedback was always received in
person and therefore sometimes it may not be so representative as
people tend to be uncomfortable of saying negative comments directly.
Also, most of our feedback - like the one when we pitched our initial
ideas or the final focus group one - were to the small groups of people
of the same age and similar background. Therefore, such feedback
may not truly represent the audience of that market.

5. Our Strengths
❖ The focus group showed the the strongest part of our music
campaign was the music video.
❖ The colour theme connected the whole campaign and made our
products more unique.
❖ The star image that we constructed turned out to be very attractive
for our audience
❖ The balance of all three elements in the music video
❖ The minimalistic concept

6. Our Weaknesses
❖ The digital looked a little bit cheap and was too simple
❖ Unclear name of the artist on the digipak
❖ The CD design had to be changed. The lips on it looked
creepy and it did not represent pop genre

7. Encoding and Decoding
❖ According to Stuart Hall and his Reception Theory producer is an encoder and consumer
is a decoder of the multiple readings of the media texts.
❖ The focus group has shown that the majority has decoded the message we tried to put in.
Moreover, they liked that there was meaning in our music video like representation of
passion and loneliness by white and red.
❖ The code that the video was also about love a relationships was also decoded and liked
by the focus group. They said that it was more evident through the shot when Cheri was
with her partner and when the dancers were about to kiss in the end of the music video.

8. Gratification Theory
❖ We also saw in the focus group that for the most of our target
audience our campaign acted as a Diversion. They entertained
watching our music video and that was in some cases as an escape
from reality.
❖ For some people from the female part of our focus group our music
video acted as a Personal Identity. They might found themselves in
our leading artist if they, for example, have a lover or they find
themselves attractive as Cheri.

9. Preferred, Negotiate and Oppositional readings
❖ Overall, our focus group preferred the campaign that we made.
Our audience agreed with the ideas that we had and seemed to
enjoy our products. For example, they were engaged with our
music video and wanted to watch it till the end.
❖ However, some people tried to negotiate with the appearance
of our digipak as they thought that it is not representing the
genre and music video well.

10. Conclusion
❖ All the feedback that we received throughout the process of making our
campaign was very useful as it allowed for the development and
improvement of our products.
❖ It also gave us fresh ideas that we could also use in order to make the
campaign more interesting and preferable for target audience.
❖ The feedback also allowed us to see if the campaign working as we thought it
would be.
❖ I personally learned that getting feedback is a very important part of the
production process. It showed that even if I as producer like the way my
products look, there might be some disadvantages that may be fixed by
development of a product.