Advertising Week 1

29.08.16 (Week 1)
Jessica Ngu Wei King, (0323639)
Advertising Principles & Practice (BGCD)
Project 1: Idea Sketches 

Lecture: Bernbach's 10 Principles of Advertising 

On Monday, Mr. Vinod started the class by introducing us the e-portfolio, he gave us instructions on creating our own portfolio so that we could post our progress and everything we've done there. After that, he started the lecture by asking us our definition of advertising. He then explained the dictionary definition of advertising. Also, Mr. Vinod explained the Bernbach's 10 principles before briefing us to project one. Then, he showed us some examples of ideas sketching.

Outcomes from the lecture:
I understood that:-

• The definition of advertising 
• Advertising is a tool of marketing to create an image for a product/ service
• Be simple
• Idea is the king!
• Be creative and stand out 
• Twisted headline or visual makes a good ad
• Apply the bernbach's principle while thinking for ideas
• Include border, visual, line and logo while doing the sketches 
• Coloring is not necessary for idea sketching 
• USM/ SMP + something unrelated = creative 
• Most importantly, have fun

Instructions 

Description
This exercise spans 8 weeks. The student is given a Brand and a USP/SMO (Unique Selling Point/ Single Minded Proposition) is defined. The student is to develop a minimum of 10 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). 

Requirements
To develop a minimum of 10 sketches every week, the students must first state the USP/SMP, develop a Mind-Map and then develop idea sketches. This process is repeated for all 8 weeks. The work is complied chronically in an A3 clear sheet folder and documented on the students' e-portfolio (online journal).

Submission

1. A3 Sketch papers, in an A3 Clear Sheet folder, documents chronically. The works must be labelled and dated. 
2. E-portfolio posts for every week. 

Marking Criteria & % Distribution
Ideas: Ability to merge proposition with an unrelated concept (5%)
Sketches that are clean, clear and concise (5%) 

Objectives
1. To develop students ability to ideate effectively.

Deadline
Week 9 

10 sketches this week  

Mind map

Week 1 sketches:

Research
Secondary research

Dictionary.com: A thin sheath, usually of very thin rubber, worn over the penis during sexual intercourse to prevent conception or sexually transmitted disease.  I started my research by searching play safe condom official webpage online. (http://takaso.com/Playsafe/)

I also did some research about the features of play safe ultra thin condom. Play safe is one of the most popular condom brands in Malaysia. With an extensive lineup, folks are certain to find a condom which is right for them. It is cheap and economical compare to other condom brands. What is so unique about this play safe air ultra thin product is that it is made from ultra thin latex (0.02mm) for a more natural feeling. The manufacturer of play safe condoms (Takaso) also makes romantic condoms. 

Playsafe air ultra thin condom

I tried to search more information about play safe condoms and how they advertise their different products, but unfortunately, they isn't much information about it. So I decided to search some examples of condoms from other company. 

Playsafe 

https://www.pinterest.com/pin/324751823101191680/


http://adsoftheworld.com/media/print/ultra_thin

http://www.joelapompe.net/2007/01/13/ultra-thin-condom-plutot-gonfle/


https://www.pinterest.com/pin/555631672746488813/


http://acidcow.com/pics/9929-the-best-condom-ads-87-pics.html


http://acidcow.com/pics/9929-the-best-condom-ads-87-pics.html


https://gp-tips.com/category/online-marketing/
I felt that Durex has really creative ads and most of them made me smile

Feedbacks
General 
Focus on 'extremely thin' rather than 'extra sensitivity'. 

Specific

Include Bernbach's 10 principles in the topic area above (e-portfolio). Lecture in bold, separated from the topic. You can use uppercase, lowercase and underline for the different hierarchy of information. Include both lectures in your description. Good general research (secondary in nature). The mind map and 10 sketches come under/ after the instructions section.

Reflection
Experience

Mr.Vinod's lecture today was very clear. I was able to jot down the notes while listening to the lecture. However, I felt that the first day was quite hard because there's too much new things to absorb compare to last semester. On the other hand, I like the way Mr.vinod show pictures and examples to make the lecture more interesting. I would suggest to use more and more pictures/ examples to make the lecture stays longer in my mind.

Observations

I noticed that I am not a creative person and have difficulties to think of an Idea. I took me some time to come up with an Idea every time. I realized that I can hardly concentrate and get distract easily when I'm thinking or sketching. I also observed that I am not good at drawing/ sketching, so it is quite difficult for me to draw a clean and clear sketch. 

Findings 
I found out that I get distracted easily overtime because I was listening to some noisy music, so to make me concentrate, maybe I should try to listen soft music (piano) music. And also to enhance my creativity, maybe I should read more or look at other's work from the Internet to find some inspirations. 

Book of the week
This week's book is 9 secrets of advertising, Ram Sehgal

I read the part of the book that talks about managing creativity is one of the secret of advertising. I'll summarize what I've learnt from the book in points: 

• Share ideas, listen meekly to the criticism and return back to rework all over again. 
• Creativity is and will remain the heart of any communication.
• Each level of people has different view on "creativity".
• Advertisers should have the courage of conviction, a strong sense of "gut feeling" and the nerve to gamble. 
• Advertisers must have the freedom and space to explore kinds of ideas without any interference. 
• Creativity takes time.
• It can be slow moving when you have to explore new concepts, put together unique solutions and wander through the maze of ideas. 
• If you want to build teams that come up with refreshingly new ideas, shape a group with diversity in perspectives and backgrounds. 

References 
Playsafe Condom -> Easy Pack Air Ultra Thin. (2006). Takaso.com. Retrieved 1 September 2016, from http://takaso.com/Playsafe/EPFitTex.php?page=EPft002