B.Interactive Multimedia Design Short Semester
Advertising Principles & Practice
Casey Chong (0318756)
Hello everyone! This blog is for my short semester class Advertising Principles and Practice. This semester will be in the span of 8 weeks and I will be documenting the things I learned and did during this class:)
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Lectures
Week 1
02.01.2017
04.01.2017
This week, our lecturer, Mr. Vinod, greeted us in class and briefed us about the module that we will be taking for this semester. We started class straight away as there is a very limited time for us to finish this module.
Mr. Vinod taught us about Advertising Principles and Advertising Marketing for this first week of class. We learned about what advertising is and the basic Principles of Advertising. Mr. Vinod also gave us our first task, which is to go back and do our ideation sketches (15 sketches per week) on an advertisement for Playsafe Extremely Thin condoms for Extra Sensitivity. Our goal is to emphasise the thinness of the condoms.
While exercise 1 was ongoing, we also had another assignment, which is Project 1. For this project, we had to do a Brand and Product Insight Research and SWOT test, a Target Audience Research (Market segmentation), and a Competitor Research (differentiation & Positioning). Lastly, from those 3 researches, we had to come up with a strategy to create a better advertisement than the competitors. We also had to identify the USP (SMP) of the brand, which in this case is Extremely thin for Extra Sensitivity. In one of the lectures, Mr. Vinod briefed us about project 1 and what we had to do. For this week, we will be doing the first part of project 1, which is to research about the Brand and Product Insight.
Week 2
09.01.2017
11.01.2017
This week, we learned about what marketing means as well as what advertising is. We also learned about decoding an advertisement and an advertisement campaign. We also got to know about the difference between a twisted visual and a twisted headline in an advertisement. During class, we had the task of coming up with 3 headlines for an image of yellow-clothed Bersih supporters near a Digi shop. The advertisement was to promote Digi.
During another class, we were given the task of creating an advertisement for Volkswagen from a video of a Volkswagen car doing a hit-and-run on a police car. So we had to promote its strength and durability.
Here are the 2 exercise results:
Digi Headline exercise:
Volkswagen advertisement exercise:
During this class, we also had to do some research in groups on some advertising campaigns out in the world and find out the proposition, creative idea, strategy, and elements of the campaign.
Here are the campaigns and what we found out:
(a) The Oreo Eclipse
Proposition: #OreoEclipse
Creative Idea: Using the cookie of the Oreo as the moon blocking the sun, and in some ads used the cream part of the Oreo as the sun.
Strategy: Full page translucent image of the Oreo cookie over the cover of UK's most read newspaper.
Real time eclipse using the Oreo cookie on the digital billboard.
Elements: Creating their own eclipse in conjunction of the celestial event.
(b) Ikea Advertisement
Proposition: It's that affordable.
Creative Idea: Using small everyday object to make up the furniture and in conjunction of the pieces of the object with the furniture.
Strategy: Portrays the message of prices of the furniture with the equivalent of number of small, less expensive objects.
Elements: Using costing of objects
(c) Innocence En Danger
Creative Idea: Do your children really know who likes their status?
Strategy: To induce fear to parents and the raise of children being too open status on social media.
Elements: Using perverted unknown men and using the 'like' gestures to be anonymous.
16.01.2017
18.01.2017
During our classes this week, we were taught on how advertising supports marketing. We also learned the importance of the role of an art director, and that advertising and thinking are very crucial in the design world. As designers, we have to learn to do research on the things we want to advertise and also learn to put on our thinking cap and start using our brains more.
For the in-class exercise, we had to come up with an exercise for a "Japanese Speaking Class". Together, we created a mind-map and used it to think of some images for the visual of the advertisement. Here is what we came up with:
Japanese-speaking Class exercise:
Week 4
23.01.2017
25.01.2017
For week 4, Mr.Vinod taught us about advertising message and the choice of media. So using the insight from project 2, we use our understanding of the product and target audience to choose a media in which to advertise the advert. Some examples will be through social media - banners in YouTube videos, Instagram hashtags, etc., other types of media could be through the placement of adverts in the public such as on a bus, or even on the radio or through Spotify. We learned about the difference between traditional, old media, and new media.
Through this learning experience, we will need to come up with our own advertising strategy for the playsafe extremely thin condom advert. We will need to think of which media to use, where to place the ads, how often the ads will show up, when the ads will show up, analyze and choose the best possible situations for the advert to be spread to the mass.
For this weeks exercise, we were required to analyze this advert (image below), and here is what we found:
SMP: Mahkota Untuk Ais Kacang
Creative Idea: Using the food as a part of the human/person, in this case using the ais as the tudung of the lady.
Strategy: Using well-known people and merging them with well-known Malaysian foods/desserts.
Target audience: Malaysians
Week 6
13.02.2017
15.02.2017
This week, Mr.Vinod taught us the last topic, which is talking about the influence of advertising: socio-cultural, economic, political, and ethical factors. Culture has a way od influencing the people to accept the norms of other cultures. For example, before MTV, the dressing styles of Malaysians are more traditional. But after the influence of MTV, their styles became more influenced by the Western culture. Economic factors also affect this change as most of the items we use are imported. If we suddenly have a closed economy (where imported products will be stopped), most of us will have trouble surviving. These are some of the ways advertising can affect people through different mediums.
Mr.Vinod also checked our progress for our final project of the Playsafe condom ads, I have the idea, but I need to have better visuals to represent the ad. So I am still trying and thinking of more visuals.
Week 6
13.02.2017
15.02.2017
This week, Mr.Vinod taught us the last topic, which is talking about the influence of advertising: socio-cultural, economic, political, and ethical factors. Culture has a way od influencing the people to accept the norms of other cultures. For example, before MTV, the dressing styles of Malaysians are more traditional. But after the influence of MTV, their styles became more influenced by the Western culture. Economic factors also affect this change as most of the items we use are imported. If we suddenly have a closed economy (where imported products will be stopped), most of us will have trouble surviving. These are some of the ways advertising can affect people through different mediums.
Mr.Vinod also checked our progress for our final project of the Playsafe condom ads, I have the idea, but I need to have better visuals to represent the ad. So I am still trying and thinking of more visuals.
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Exercise 1: Idea Sketches
02.01.2017 - 25.01.2017 (Week 1 - Week 4)
Casey Chong Jing Ping (0318756)
Advertising Principles and Practice
Exercise 1 : Idea Sketches
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.
Outcomes:
Here are my idea sketches for the 3 ongoing weeks:
Feedback:
Ideas are not there yet. There is potential in a few of them but must be enhanced and thought over. Drawing style is clear and precise.
Reflection:
For enchancing my idea sketches, I moved on to enhancing them and showing them more clearly though mockups of real ad visuals, using Photoshop to create them, as my sketching abilities do not show out what I intend for the visuals to be.
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Project 1: Insight (Playsafe Condoms)
02.01.2017 - 18.01.2017 (Week 1 - Week 3)
Casey Chong Jing Ping (0318756)
Advertising Principles and Practice
Project 1: Insight (Playsafe Condoms)
The Brief: Insight. (PlaySafe Condoms)
Duration of Assignment: 2 Weeks (Briefing on Week 1)
DEADLINE: Week 3 (18th Jan 2017)
Description:
The 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
SMP/USP: Extremely thin condom for extra sensitivity
Target Audience: Gen Y.
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?
• What does the end result of a SWOT analysis look like?
• P.O.P.: Buy the product, visit the retail outlets where the product is sold (7/11, Pharmacies, etc.), Speak to the sales persons, etc.
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.
3. Competitors
• 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
Outcomes:
During these few weeks, I have done some research on all 3 sections - brand and product, target audience, and competitors. Here is my insight and what I have found about the product:
Feedback:
The presentation is well organised. The data is comprehensive, citations are present and relatively insightful. Evidence of primary research and secondary research is present and documented. The Big Idea and Strategy has not been spelled out and needs to be.
Reflection:
For the big idea and strategy, I will put it in more detail in the second slides, which is in Project 2.
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Project 2: Media Mix (or Strategy)
18.01.2017 - 08.02.2017 (Week 3 - Week 5)
Casey Chong Jing Ping (0318756)
Advertising Principles and Practice
Project 2: Media Mix (or Strategy)
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
SMP/USP: Extremely thin condom for extra sensitivity Target Audience: Gen Y.
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.
Outcomes:
During these few weeks, I have done some research on the media mix and the relationship with Gen Y. Here is what I found and the conclusion:
Feedback:
Billboards are referred to as Outdoor Media. So Outdoor media should be added to thelist of medias used for this advert. Furthermore, it should be clear in Print Media as to which specific magazines will be used for the medium of the advert. Other than that, the presentation is good.
Reflection:
Based on the feedback comments, I will need to add a few more slides to the presentation slides. Therefore, I changed up the slides and the new presentation slides are below:
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Final Project (Project 3): Art Direction
13.02.2017 - 15.02.2017 (Week 6 - Week 7)
Casey Chong Jing Ping (0318756)
Advertising Principles and Practice
Project 3: Art Direction
Casey Chong Jing Ping (0318756)
Advertising Principles and Practice
Project 3: Art Direction
The Brief: Advertising Campaign (Part 2): Art Direction
Duration of Assignment 3 Weeks (Briefing on Week 4)
DEADLINE Week 6 & 7 (22th Feb 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), the ideas developed (Exercises), and the determined media strategy (Project 2), execute a well art directed, crafted, creative advertising campaign that maintains the mood, tone and most importantly conveys the ad message (USP/SMP) consistently throughout the different/same media. Create an advertising campaign that is on message, on target and makes a lasting impact visually and emotionally.
In part 2 of the advertising campaign, the focus is on the students ability to translate the creative idea into concepts that are well art directed and crafted ad. campaign, taking into consideration the target audience, media and the socio-cultural factors.
The brand: Playsafe Condoms
The product: Air Ultra Thin (See figure 1.)
SMP/USP: Extremely thin condom for extra sensitivity
Target Audience: Gen Y.
Requirements:
The student must document their progress in their eportfolio and the A4 hardcopy portfolio. The final results must be printed out for the A4 hardcopy portfolio, and the Adobe PDF and JPEGs of the final artworks must be uploaded to your eportfolio. Ensure all aspects of your journey in this process is documented – failures, successes, epiphanies, sketches, visual research, etc.
Submission:
1. All gathered information (failures, successes, epiphanies, sketches, visual research, etc.) documented chronologically in the A4 Clear Sheet folder. The works must be labelled and dated.
2. All gathered information (failures, successes, epiphanies, sketches, visual research, screen grabs, websites, images, etc.) documented chronologically in the eportfolio cummulatively, for the duration of the project.
3. A3 print outs of the individual ads from the campaign and simulated print outs of what it would look like in its actual setting. The Design School @ Taylor’s 13
Objectives:
1. To develop students ability to ideate effectively.
2. To develop students ability to synthesise knowledge.
3. To develop students ability to gain and utilise insight for effective advertising
4. To develop students ability to create and execute an effective ad. message.
5. To develop students ability to determine a media mix based on analysis.
YouTube Ad 1
YouTube Ad 2
YouTube Ad 3
For a clearer video, please click on the link to the right: YouTube Advert 1
For a clearer video, please click on the link to the right: YouTube Advert 2
For a clearer video, please click on the link to the right: YouTube Advert 3
Labeling and dating was moderately present. Presentation of artworks was weak. They were fit-to-page and pixelated. Technical understanding seems to be lacking on that front. As for the application of the idea, the artworks created were at an acceptable level in terms of aesthetics. However, you must increase your eye for detail and aesthetic sensibilities for it to serve you well in the final semester.
Reflection:
Based on the feedback comments, I will increase my eye for detail and try to do better in terms of technical understanding in the future. Original artworks were added to the blog, as I did not provide those in my portfolio.
Outcomes:
After testing out all the advertisements on the medias that I have stated in Project 2, I came up with 2 types of adverts - through Social Media(YouTube banners) and Outdoor Media(Billboards). Here are the outcomes below.
1.(Social Media) YouTube Adverts:
Here are the original advertisements:
Here are the advertisements pictured on a YouTube video:
These adverts work better when you watch the actual YouTube video, so...
Please click on the links below to see how the ads will look like in a actual video if you watch it on YouTube:YouTube Ad 1
YouTube Ad 2
(Version 2 of the YouTube Adverts):
For a clearer video, please click on the link to the right: YouTube Advert 1
For a clearer video, please click on the link to the right: YouTube Advert 2
For a clearer video, please click on the link to the right: YouTube Advert 3
2. (Outdoor Media) Billboard Adverts:
Here are the original advertisements:
Here are the advertisements pictured on a billboard:
Portfolio
Feedback:Labeling and dating was moderately present. Presentation of artworks was weak. They were fit-to-page and pixelated. Technical understanding seems to be lacking on that front. As for the application of the idea, the artworks created were at an acceptable level in terms of aesthetics. However, you must increase your eye for detail and aesthetic sensibilities for it to serve you well in the final semester.
Reflection:
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