ADVERTISING: WEEK 01

Advertising Principle & Practice | ADV60704

Sem 4.5 Advertising Principle & Practice | ADV60704
2 January - 5 March 2017

B.Interactive Multimedia Design Short Semester
Advertising Principle & Practice
Chew Von Pei (0322900)

Lecture

In this week, Mr Vinod had taught us about the Advertising Principle and Advertising Marketing for this week. From there, we had learn the basic knowledge of Advertising principle and marketing. Beside that, he also distribute task for us to do in this week, which is come out our own ideation of 15 sketches on the advertisement for Playsafe Extremely Thin condom for extra Extra Sensitivity. And our goals is to emphasis the thinness of the condom. Moreover, Mr Vinod also brief us with our Project 1. 

For this Project 1, we are require to do the Brand and Product Insight Research, SWOT analysis test, Target Audience (Gen Y) and Competitors Research in presentation slide. With this 3 research field that listed in Project 1,  we had to come a strategy and our own idea to market the product in order to create a better advertisement compare to other local competitor that exist in the market nowadays. 

Next, we are able to identify the USP(SMP) for Playsafe condom products. In this case, their USP(SMP) are Extremely thin for Extra Sensitivity. So, this week, we will be doing the first part of the project which is research about the brand and products insight.

Instruction

Exercises Individual work (25%) 

The Brief
Idea Sketches
Duration of Assignment
3 Weeks (Briefing on Week 1)
DEADLINE
Week 4 (25th Jan 2017) 

Description
This exercise spans 3 weeks and submission is on the 4th week. The student is given a Brand and a USP/SMP (Unique Selling Point/Single Minded Proposition) is identified. The student is to develop a minimum of 15 idea sketches every week—the more the merrier. The focus of the task is on the development of ideas—the Idea is king! Evaluate your ideas and select only the best. The sketches must be clean, clear and concise. While ideating you are only required to come up with the line and the visual—remember the twisted headline straight visual or vice-versa formula.
Rules for the Ideation process (or brainstorming).

1. Weird, wild, wacky and off the wall ideas are welcome.
   
2. Negativity is not welcome
   
3. Build on ideas. Don't shoot them down.
   
4. All ideas are welcome and respected.
   
5. Do not censor yourself. Just say it.
   
6. No interruptions from outside allowed (That includes cell phones).
   
7. Take a short break every hour.
   

Requirements
To develop a minimum of 15 idea sketches every week, the student must first state the USP/SMP, develop a Mind-Map and then develop idea sketches. This process is repeated for all 3 weeks. The work is compiled chronologically in an A4 clear sheet folder and documented on the students’ eportfolio (online journal).
Submission

1. A4 Sketch papers, in an A4 Clear Sheet folder, documents chronologically. The works must be labelled and dated.
   
2. Cummulative portfolio & eportfolio posts for Exercises (25%). Eportfolio must include: Lectures, Instructions followed by work, feedback (verbal and written) and reflections.
   

Objectives
1. To develop students ability to ideate effectively. 

Secondary Research
I had done a mind maps which fit with the USP/SMP which is "Extremely Thin for Extra sensitivity" of Playsafe condom products. So from the USP/SMP, I had choose the key words of THIN, so that I can relate what are the things that represent to THIN. Beside that, I had also list down what are the characteristic of Gen Y in Mind Maps. Here are the image below will show the mind maps that I had done.



Book of the weeks
Name: Ogilvy on Advertising