Advertising Week 3

13.09.16 (Week 3)

Jessica Ngu Wei King, (0323639)
Advertising Principles & Practice (BGCD)
Creative and effective advertising message for a specific target audience 

Lecture

This week Mr. Vinod started the lecture by asking the class "Do you think you are creative?" and "What does creative mean to you?" All of us has the similar answers for it. After that he started with different definition of creativity. Mr. Vinod explained to us how creativity works in this field and the importance of 'blind trust' in advertising. He also showed us some advertisements from old spice which allows us to understand more on how an advertisement make people to remember them in an unique way. We had an in class activity which we were paired into groups of two and search the meaning on different market segmentations. For my group, we did a brief research on geographic segmentation. After the lecture, we had discussions for our weekly sketches. 

Outcome from the lectures:
I understood that:-

• The definition of creativity
• How creativity works in this field
• Some amount of imagination is needed to be creative
• We need to be able to generate new/ different possibilities 
• The more you create, the higher chances to be creative
• When you aim for creative ads, you need the 3 things,  make a relevant connection between brand and its target audience, present a selling idea, and be unexpected. 
• Achieve 'blind trust' from target audience, and that kind of trust will be difficult to change.
• You can't be just doing what people like all the time, because they don't know what they will like. 

Instructions: 

In class exercise

Market segmentation

We were divided into groups of two. Each group were to define and explain one of the market segmentation. As for my group, we were asked to search about geographic segmentation. We have 5 minutes to search about it and discuss together later on. 

The four market segmentations

1. Behavioral Segmentation

    Division of market based on patterns, audience,

    responses, buying habits

2. Geographic Segmentation

    Division of market based on location

3. Demographic Segmentation

    Division of market based on age group, ethnicity, race, 

    religion, gender, income, education, etc

4. Psychographic Segmentation

    Division of market based on consumer's: interest

    personality, attitude, values, etc

10 sketches (Week 3)

Research

Primary research

Secondary research

For the target audience insights research this week, I've started the research by searching the definition of Generation Y. From what I searched on the Internet, Gen-Y, also known as the Millennials, is the generation born in the 80's and 90's. 

Through some research and the youtube link that Mr. Vinod provided on TIMeS, I have summarized the characteristics of Generation-Y in a mind-map. 

Meanwhile, I found some interesting infographic from pinterest about Gen-Y

Feedback

General
Whenever you look at research/ insights, you need to use your observations, take that information and synthesize it.

Specific

Please correct the info at the top to week 3 from week 2. Documentation of in-class exercise was visible, good. Documentation of the information in words and synthesizing the information will help in your understanding but also facilitate your progress for Project 1. Uploading diagrams does not showcase understanding. What did you understand from your research? Good book, hopefully it will give you ideas on developing techniques for the said. 

Reflection

Experience

This week's lecture is slightly longer than usual, especially during the discussion time. However, I enjoy looking at others idea sketches,because it can be surprising to see what my classmates think, but I never thought of it. It is interesting to see that there are so many possibilities for the condom ads. 

Observations

I observed that during this week's lecture, I was unable to focus that well compare to the previous weeks. I realized that I can take down notes very quickly. I also find out that I am really running out of ideas for the 10 sketches every week, even though Mr. Vinod said that the ideas are everywhere, yet I still can't find any inspirations from my surroundings. 

Findings

I was unable to focus probably it's because I slept late the previous night, and because we always have morning classes before Mr. Vinod's class. Since I am running out of ideas for this week's sketches, I've improvise my previous sketches based on the feedbacks during the discussions. I hope I can produce new interesting ideas for next week's sketches, until week 8. 

Book of the week 

This weeks book is Basic Advertising Ideation, Nik Mahon

I find this book interesting because it use examples with clear diagrams and inspiring imagery to explain its content, which I find it quite easy to understand. The book provide an essential introduction to the process of generating creative advertising ideas and concepts. I've found some interesting ideas from the book.

The mind map charts out various thoughts in order to
come out with an creative ads for low-fat donuts

The Morphological analysis

It allows you to explore different, interesting and unusual combinations.
The images can be combined to prompt ideas.
(I personally think that It is something
like a mind map, but in a more systematic way) 

However, I will summarize the book in bullet points:

• A great idea can come to us at anytime and anywhere-often when we least expect it.
• Our most creative moments can sometimes occur when we decide to break the rules or turn them on their head.
• Asking lots of questions is just one way to open up your thinking and have fresh creative advertising ideas each time. 
• Every so often, try breaking your normal routine- everything from your daily schedule to the way that you tackle creative problems. 
• Don't be afraid of exploring alternative routes of particular reason other than the fact that they look interesting! If you already know its going to work, then you're not going to produce anything new. 
• Try out different things, take a risk and experiment. 
• Remember: quantity equals quality and for every 100 ideas you have, you may create one or two 'gems'.
• Take a look at what other products in that category are doing, it may help to tackle some creative ideas. 
• Look at what makes people laugh, cry, get angry or curious.
• The key to communicate with the audience is to demonstrate empty within them.

Link to Project 1

Link to Project 2