Advertising Principle & Practice
Chew Von Pei (0322900)
Week 3 : (16 January 2017 - 18 January 2017)
Lecture
In this week, Mr vinod had teach us about the basic knowledge of advertising in support of marketing and the role of art director. After that, he also taught us by showing an example in the class on showing how to create a mind maps. The Image 5.0 and 6.0 are showing Mr Vinod had shown an example of mind maps in the class. The reason that he show us on how to create a mind maps is he wan us to use mind maps for our coming Project 1. He also said that, with the help of mind maps, it sometimes would give a simple and rough sketches to the designer.
Image 5.0 Mind Maps created from Mr Vinod
Image 6.0 Mind maps created from Mr Vinod
After that, Mr Vinod show us the example of presentation slide that done from senior on the Project 1 as well which he require us to have every sub-chapter must have one conclusion for each stage. Next, we show our 15 sketches to him and have a consultation with him. So, he had comment on sketches after I had show him my sketches. He said that, my sketches does not include the USP(SMP) which is Extremely Thin for Extra Sensitivity and ask me to come out more sketches after the consultation.The sketches are shown at the top of the blog.
Instruction
Mr Vinod also Brief us about our Project 3 for the Media Used and strategies after the lecture.
Project 2 20%
The Brief
Advertising Campaign (Part 1): Media Mix (or Strategy)
Duration of Assignment
2 Weeks (Briefing on Week 3)
DEADLINE
Week 4 (25 Jan 2017)
Description
The student now has the task of developing an Advertising Campaign – a total of 3 ads across different/same media – for the Playsafe Condom Brand, and its Air Ultra Thin product. Utilising the insights researched (Project 1) and the ideas developed (Exercises), choose the most effective combination for the target audience (consumer) in context of the local market. The most important, is an idea with legs, and one that resonates with the target audience (consumer).
In part 1 of the advertising campaign, the focus is on developing the media mix, which media will be used, where, and when. A media mix is a “combination of advertising channels employed in meeting the promotional objectives of a marketing plan or campaign”. It is the process of analysing and choosing media for an advertising campaign. The types of media can be different/same.
What are the considerations for choosing the media mix? Arens & Schaefer (2005) suggest the 5Ms: Market, Money, Media, Mechanics and Methodology (Please refer to the PowerPoint presentation on Advertising Message & Media Strategy).
The brand: Playsafe Condoms
The product: Air Ultra Thin (See figure 1.)
SMP/USP: Extremely thin condom for extra sensitivity Target Audience: Gen Y.
Advertising Campaign (Part 1): Media Mix (or Strategy)
Duration of Assignment
2 Weeks (Briefing on Week 3)
DEADLINE
Week 4 (25 Jan 2017)
Description
The student now has the task of developing an Advertising Campaign – a total of 3 ads across different/same media – for the Playsafe Condom Brand, and its Air Ultra Thin product. Utilising the insights researched (Project 1) and the ideas developed (Exercises), choose the most effective combination for the target audience (consumer) in context of the local market. The most important, is an idea with legs, and one that resonates with the target audience (consumer).
In part 1 of the advertising campaign, the focus is on developing the media mix, which media will be used, where, and when. A media mix is a “combination of advertising channels employed in meeting the promotional objectives of a marketing plan or campaign”. It is the process of analysing and choosing media for an advertising campaign. The types of media can be different/same.
What are the considerations for choosing the media mix? Arens & Schaefer (2005) suggest the 5Ms: Market, Money, Media, Mechanics and Methodology (Please refer to the PowerPoint presentation on Advertising Message & Media Strategy).
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 Condoms: Air Ultra Thin. Packaging of 10, 2 & 1 pieces.
Requirements
The student must document the above analysis in their eportfolio and A4 hardcopy portfolio. The results of the analysis must be collated 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. The use of visuals, diagrams, charts, time-lines are highly encouraged.
Submission
Requirements
The student must document the above analysis in their eportfolio and A4 hardcopy portfolio. The results of the analysis must be collated 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. The use of visuals, diagrams, charts, time-lines are highly encouraged.
Submission
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All gathered information (printouts, websites, images, charts, etc.) documented
chronologically in the A4 Clear Sheet folder. The works must be labelled and dated.
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All gathered information (screen grabs, websites, images, charts, etc.) documented
chronologically in the eportfolio cummulatively, for the duration of the project.
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Powerpoint presentation of final analysis and choice of the media mix with relevant
visuals, diagrams, charts, time-lines included, along the lines of the 5Ms. Printed as a hand outs, 6 slides per page and presented.
Objectives
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To develop students ability to synthesise knowledge.
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To develop students ability to gain and utilise insight for effective advertising
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To develop students ability to determine a media mix based on analysis.
Submission for Project 1: Research Analysis-Brand and Product Insight
In week, we have to submit our Research Analysis for Playsafe Brand and product Insight.
Feedback from Mr Vinod:
"The presentation is well organised. The data is relatively comprehensive, there are citations throughtout. Conclusions are present and relatively insightful. Evidence of primary research and secondary research is visible. The Big Idea and Strategy is present, overall well researched presentation. "
Reflection:
From this research of Brand & Product Insight in Project 1, I had gain a knowledge of the
- Gen Y characteristic and behaviour by using Market Segmentation(Geographic, Demographic, Psychographic and Behaviouristic.
- Get to understand the products insight of Playsafe Condom by making a comparison with other Brand that sold in the market(ONE).
- Analyse the SWOT analysis for Playsafe Condom, so that I can get the clear understanding of their Strength, Weak and opportunity and threat, and based on the analyse and come out an idea and marketing strategy to advertise Playsafe Condom.
With all these analyse research, I had come out an idea and the marketing strategy for the Playsafe Condom, which is they(Playsafe) have to build up an good image and informative in their official website. Beside that, by hosting an event on the topic of health sex would help to increase the appearance in the market and let the people notice about this brand. Next, since Playsafe had won good design mark in 2007, they can host more competition of packaging design to the society, so that it would get more noticeable from the society on the brand itself.
Lastly, with this research on condom ads, my mind had started to change more open-minded and flexible when come to this sensitive topic in Malaysia. Hence, I had get to understand more on different type of condom which already appeared in current market. So, in order to advertise an effective ads especially come across in sensitive topic in Malaysia, the style that use to portray the advertisement have to be more creative and more metaphor compare to those directly bring out the message in the advertisement.
Lastly, with this research on condom ads, my mind had started to change more open-minded and flexible when come to this sensitive topic in Malaysia. Hence, I had get to understand more on different type of condom which already appeared in current market. So, in order to advertise an effective ads especially come across in sensitive topic in Malaysia, the style that use to portray the advertisement have to be more creative and more metaphor compare to those directly bring out the message in the advertisement.
In class Exercise
None
Book of the Weeks
Name : Kleppner's Advertising Procedure
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