ADVERTISING: WEEK 03

B.Interactive Multimedia Design Short Semester
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. 

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

1. All gathered information (printouts, websites, images, charts, etc.) documented chronologically in the A4 Clear Sheet folder. The works must be labelled and dated.
   
2. All gathered information (screen grabs, websites, images, charts, etc.) documented
   chronologically in the eportfolio cummulatively, for the duration of the project.
   
3. 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

1. To develop students ability to synthesise knowledge.
   
2. To develop students ability to gain and utilise insight for effective advertising
   
3. 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.

In class Exercise

None

Book of the Weeks

Name : Kleppner's Advertising Procedure

ADVERTISING: WEEK 02

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%)

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:

• 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

• 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 

1. All gathered information (printouts, websites, images, charts, etc.) documented chronologically in the A4 Clear Sheet folder. The works must be labelled and dated. 
2. All gathered information (screen grabs, websites, images, charts, etc.) documented 
   chronologically in the eportfolio cummulatively, for the duration of the project. 
3. Powerpoint presentation of final analysis: Brand/Product, Target Audience and 
   Competitor. Printed as a handout, 6 slides per page. 

Objectives
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

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