B.Interactive Multimedia Design Short Semester
Advertising Principle & Practice
Chew Von Pei (0322900)
Week 2 : (9 January 2017 - 11 January 2017)
Lecture
Mr Vinod also give us a lecture of advertisement and marketing, Decoding and how to create an effective and creative advertisement for a specific target audience. Beside that, we also get to identify what are the differences of twisted visual and twisted headline for an advertisement. After that, Mr Vinod brief us again for our Project 2 which is researching and analysis the Brand and Products insight for Playsafe Condom.
Instruction
Project 1 Individuals work (15%)
Project 1 Individuals work (15%)
The Brief
Insight. (PlaySafe Condoms)
Duration of Assignment
2 Weeks (Briefing on Week 1)
DEADLINE
Week 3 (18th Jan 2017)
DescriptionThe student has the task of researching and analysing the brand/product: Playsafe Condoms for the purpose of developing “insight” that would be used to develop creative and effective advertising message.
The brand: Playsafe Condoms
The product: Air Ultra Thin (See figure 1.)
SMP/USP: Extremely thin condom for extra sensitivity Target Audience: Gen Y.
Figure 1. Playsafe: Air Ultra Thin, 10, 2 & 1 pieces of condom packaging.
Students will need to gain “insight” into; the brand & product using SWOT analysis; the target audience using market segmentation; and the competition by identifying their USP/SMPs and through the analysis of their respective advertising.
There are two types of research approaches that you will use inadvertently: 1) Primary research and 2) Secondary research. Primary research entails you physically handling the product or visiting the manufacturing plant or talking to a sales person or visiting the retail outlets (Point of Purchase/POP), etc. Secondary research entails data gathering from, websites, magazines, journals, health magazines, etc. You will approach this by looking into the 3 areas mentioned below:
1. Brand & Product insight
To do the above you will need view the links below:
Insight. (PlaySafe Condoms)
Duration of Assignment
2 Weeks (Briefing on Week 1)
DEADLINE
Week 3 (18th Jan 2017)
DescriptionThe student has the task of researching and analysing the brand/product: Playsafe Condoms for the purpose of developing “insight” that would be used to develop creative and effective advertising message.
The brand: Playsafe Condoms
The product: Air Ultra Thin (See figure 1.)
SMP/USP: Extremely thin condom for extra sensitivity Target Audience: Gen Y.
Figure 1. Playsafe: Air Ultra Thin, 10, 2 & 1 pieces of condom packaging.
Students will need to gain “insight” into; the brand & product using SWOT analysis; the target audience using market segmentation; and the competition by identifying their USP/SMPs and through the analysis of their respective advertising.
There are two types of research approaches that you will use inadvertently: 1) Primary research and 2) Secondary research. Primary research entails you physically handling the product or visiting the manufacturing plant or talking to a sales person or visiting the retail outlets (Point of Purchase/POP), etc. Secondary research entails data gathering from, websites, magazines, journals, health magazines, etc. You will approach this by looking into the 3 areas mentioned below:
1. Brand & Product insight
To do the above you will need view the links below:
- What is SWOT analysis?
http://articles.bplans.com/how-to-perform-swot-analysis/ - What does the end result of a SWOT analysis look like? http://www.mbaskool.com/brandguide/fmcg/2372-durex.html
- P.O.P.: Buy the product, visit the retail outlets where the product is sold (7/11, Pharmacies, etc.), Speak to the sales persons, Contact/visit OCR Resources Berhad (formerly known as Takaso) http://takaso.com.my/v2/ speak to the marketing representative, (narrow the scope to advertising and marketing material for Malaysia only).
2. Target Audience insight
1. To develop students ability to gain and utilise insight for effective advertising
In Class exercise
- Segmentation for Gen Y: Behaviouristic, Geographic, Demographic & Psychographic
- Who are they? What do they look like? What motivates them? What are their beliefs?
- Empathy: What they say? What they do? What they feel? What they think?
Its good to know what people always do (Behaviour), that’s knowledge. But its even more important to know why they do the things they do (Motivation), that’s insight. If you know their motivation you can predict their actions, that’s foresight. If you can predict their actions you can take advantage of the outcome, that’s power.
Always try to seek and understand the, bigger picture and the deeper motives.
Resource:
http://www.netmba.com/marketing/market/segmentation/ http://study.com/academy/lesson/generation-y-definition-characteristics-personality-traits.html http://www.generationy.com/about-generation-y-in-the-workforce/characteristics/ https://www.youtube.com/watch?v=JEDXSZBeYQ8
3. Competitors (Malaysia Only)
- Who are the competitors? (SWOT analysis)
- How and where do they advertise?
- What is advertising strategy? (USP/SMP)
- What do their Ads look like?
- What is the difference in the product?
- Where is it sold?
Requirements
The student must document the above research and analysis in their eportfolio and A4 hardcopy portfolio. The results of the research must be collated, analysed and presented in a PowerPoint presentation. This will be uploaded to your eportfolio and printed as thumbnail slides 4 per-page for your A3 clear sheet hardcopy portfolio.
Submission
- All gathered information (printouts, websites, images, charts, etc.) documented chronologically in the A4 Clear Sheet folder. The works must be labelled and dated.
- All gathered information (screen grabs, websites, images, charts, etc.) documented
chronologically in the eportfolio cummulatively, for the duration of the project. - Powerpoint presentation of final analysis: Brand/Product, Target Audience and
Competitor. Printed as a handout, 6 slides per page.
1. To develop students ability to gain and utilise insight for effective advertising
In Class exercise
On 9th january, Mr Vinod had distribute us an in class exercise for us to do. The task was require us to come up with a slew of headline tat will work with the Image 1.0 below and we are require to create a quarter Web Ad in 230px.
Image 1.0
We had been assigned in a group and come up with a new headline based on the Image 1.0. Hence, we had come out with new headline among in our group members which is Digital-ly united which show in Image 2.0 and 3.0 as our new headline for Digi.
Image 2.0
Image 3.0
next class which is on 11th January, Mr Vinod also assign us into group and give us a task to do in class which asking us to come out 3 different advertisement campaign and identify each of their advertisement strategy, USP(SMP), Preposition and what are the element that they used for their advertisement. And so, we had come out 3 advertisement campaign which is The Orea Eclipse, Ikea Advertisement and Innocence in Danger advertisement. The list below will show each advertisement that we had found with listed what are their strategy used, USP(SMP), Preposition and element that they used in their advertisement.
1. The Oreo Eclipse
Preposition : #OreoEclipse
Idea : Using the biscuit of oreo as the moon blocking the sun. And in some advertisement, they use the cream part of the oreo as the sun.
Strategy: Full page of the translucent image of the biscuit over the cover of UK's most read newspaper, The sun. Beside that, they also create the real time eclipse on digital billboards across the country.
Element: Creating their own eclipse in conjugation of the celestial event.
2. The Ikea Advertisement
Preposition: It's that affordable.
Idea : Using the small things that we use it everyday object to make up the furniture and in conjugation of the prices of the object with the furniture.
Strategy : Potray the message of the furniture prices with the numbers of small and less expensive object that we daily used in our life.
Element : Using the cost of the object (small object that we used it daily)
3. Innocent in Danger Advertisement
Preposition : Parental Supervision
Ideas : do your children really know who like their status in social media?
Strategy : To induce the fear to parents, the raise of children being too open status on social media.
Element : Using perverted unknown people and using the title question to be anonymous.
After this in class research was done, Mr vinod also give us another in class exercise after we have learn about the about marketing being the action or business of promoting and selling, while advertising is the art of communication and persuasion. Then he posted up a video which went viral recently - it shows a Volkswagen Polo ramming a Malaysian Police car from the back and then speeding off. The incident was recorded by a dashboard camera and was uploaded onto YouTube which then went viral on social media. Viral marketing/advertising (sometimes) uses a pre-existing social phenomenon (like this incident) to advance a service or a product by leveraging on its popularity.
And so based on the video above, we are require to come an advertisement based on the video shown above. and we had come out of 3 ideas of advertisement with different preposition which shown in Image 4.0.
Image 4.0 Volkswagen Polo advertisement
After we done with this, and we show to Mr vinod. He had commented that there is no metaphor in this advertisement, and it look like a straightforward advertisement. Beside that, he also ask us to improve our advertisement that use metaphor to design an advertisement.
Book of the Weeks
Name : Advertising & Integrated Brand Promotion
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