Advertising Week 8

17.10.16 (Week 8)

Jessica Ngu Wei King, (0323639)
Project 2: Individual 

Lecture: Advertising message and choice of media 

On Monday, Mr. Vinod gave us a short lecture on the topic above. He started the lecture by discussing the statement "just as the advertising message can be creative the choice of media can be creative too, agree?" He explained that the choice of media is important as well in order to make the ads more effectively. He also showed us a lot of examples of creative media for advertising. He then also explained the difference of Integrated marketing communications (IMC) and media mix. Lastly, we also learned about the five Ms. After lecture, we discussed on some of the classmates final sketches, then we had a short activity before the class ends. 

Outcome from the lectures: 

I understood that:-

• The new and traditional medias 
• The importance of choosing medias carefully for your ads 
• Difference between IMC and media mix
• The 5Ms of marketing, which are the market, money, media, mechanics and methodology

Instructions

Project 1 Brief

Project 2 Brief 

Powerpoint slides 

 

In class exercise/ activity

We were asked to create a logo based on the instructions posted on times. Hence, the whole class came up with a mind map together. 

Research 

Secondary research

The five media's I've decided to use for Playsafe Air Ultra Thin campaign are: 
1. Magazines
2. Ambient
3. Posters
4. Social Media 
5. Online banner ads

I've done some research on medias above:

Banner ads
A form of digital advertising where an advertisement is embedded onto a webpage with the goal of sending traffic to the advertiser's website (Arnold,2015) .

I've found out that a lot of people not only the Generation Y, have installed ad blockers because they find banner ads annoying and they feel like it has nothing to do with them. Not many people will click in the banner ads. Also I think this is because the banner is not interesting enough to attract people to click in it.
I think that it would be more interesting if the banner ads become a mini game. People, especially the Gen-Y would be attracted. 

Example of VW mini game banner ad

Magazines
A lot of people think that Magazines are dying nowadays especially when the Gen-Y don't buy magazines anymore. But from what I research, I've found out that actually
the millennials still love buying magazines, and they are especially paying attention to the ads in it

(Quad, 2016)

Hence, I think there are potential to advertise in the magazines, especially in those which Gen-Y often purchase. 

Feedbacks

Specific

Reflections 

Experience
Observations

Findings 

Book of the week
This week's book is Hegarty on Advertising, turning intelligence into magic

I didn't really have time to finish the whole book, so I only select a part of it to read. I will summarize the book in bullet point forms: 

• You have to accept the creative process is completely dysfunctional. If you deny that fact, you will ultimately fail
• The unpredictability is what makes we do in advertising so exciting- you literally don't know where you're going to end up
• Creativity isn't about predictability, it has to be surprising and challenge, it has to be daring, yet motivating
• Everyone walks out of the meeting feeling satisfied, except for the creative people- the ones who have to come up with the magic
• Creativity is a manic construction of absurd, unlikely irreverent thoughts and feelings that somehow, when put together, change the way we see things. That's why it's magic. If you want to be ordinary, then yes, use a process. 
• "But how do you know when an idea is great? And is good the enemy of great? Does a process that gets you to good hamper great? I think it probably does. The more you process it, just like food, the blander it will be

References