Ben & Jerry's TV advert evaluation

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Section 1. The brief

What was the brief?

the brief was to re-brand a Unilever product to a new target audience whether it be age or social economic group via a TV advert.


What was your chosen product and how did you decide, as a group, to choose it?

Our chosen product to re-brand was Ben & Jerry's. We decided this as we had 2 members in the group who had done Ben & Jerry's as analysis and my idea for Pot Noodle was to hard to do and we had lots of ideas for a Ben & Jerry's advert.

Who is the current target audience for the product and who did you decide to appeal to? Why?


we decided to re-brand it to couples and older people because there is no current products by anyone for ice cream that has them as the primary target audience and the advert was the right idea for them.


Section 2. The finished product & feedback

How did you collect the feedback on your finished advert from your target audience?

I collected feedback by using a online survey and gathering answers from it and displaying them in a slideshow we used online survey as it gives the answer quickly and the video can only be viewed via the internet. Also got feedback from the class during a class screening.


do you think you managed to get the main message to your target audience you specified in pre-production. Would the advert have an appropriate impact on them?

our message got picked up well as we wanted to advertise new flavours and to show our product could bring people together and the flavours got picked up on in class and bringing people together got picked up on in my survey responses.




Think about the technical and aesthetic qualities of your advertisement. Analyse your use of: mise-en-scene; camera; editing and sound. Aesthetically it was very good we only had a couple of problems with dialogue where the music overlapped and didn't sound quite right. The mise-en-scene was really good and every prop and costume we needed was in it and stayed in the same place and there was a couple of continuity errors but if we were given more time we would be able to resolve.


Effectiveness of content: Do you think your finished advert effectively sells the product to the specified audience through its story line/narrative? I think it attracted the right target audience but due to previous experience they would be put off the price as it is very expensive for a 500ml tub at £4 in Tesco.




What was the effectiveness of the persuasion techniques you used to sell the product? we used a slogan of 'when sorry isn't good enough' it was very effective as we were trying to bring couples back together and when sorry doesn't work you can always rely on Ben & Jerry's to bring a couple back together.




Overall, do you feel your advert is fit for purpose? i.e., does it look professional and does it comply with advertising regulations?

I believe our advert is fit for purpose as it gets across the message that we wanted and didn't give off any other messages we applied by these 2 bcap rules that we had to abide by as we didn't film anyone without permission and we didn't say that eating this will boost anything so we are not encouraging or condoning eating this product in excessive amounts

 

Section 3. Personal reflection


How does the final advertisement compare with your original intentions?

I was pleased with the advert as it is what we wanted with a couple breaking up and getting back together using Ben & Jerry's and this is what we planned for in our storyboards and our planning.



Self-evaluation: Reflect on how satisfied you are with your final advert. Would you do anything differently if you were to undertake the task again? Finally, evaluate your own involvement in the project. I'm fairly satisfied we could of improved the sound quality and some of the editing if I had to do it again that is what I would address and improve.I could of done more during filming but I had bruised my ribs meaning I couldn't get in for filming I did some editing and helped find the music used in the advert.