Advertising Week 7

10.10.16 (Week 7)

Jessica Ngu Wei King, (0323639)
Influence of social, cultural, economic ethical and political factors on/ in advertising 

Lecture
Before the lecture, we had discussions on our weekly sketches first. After discussion, Mr. Vinod started to give us a lecture on the Influence of social, cultural, economic ethical and political factors on/ in advertising. Also, he brief us on what we have to do for our next project. On Tuesday, Mr. Vinod help us to choose our potential idea sketches with 'legs' to further develop for our last few week sketches. 

Outcome from the lectures: 

I understood that:-

• Ethics in advertising
• The definition of culture
• Advertising not only reflects culture, it also promotes and normalizes what would be considered foreign cultures
• How does politic affects advertising
• Advertising code of ethics in Malaysia
• The power of the viral phenomenon in social media

Instructions 

Description

The student now has the task of developing an Advertising Campaign – a total of 8–10 ads across different/same media – for the Playsafe Condom Brand, and its Air Ultra Thin product. Utilising the insights researched (Project 2) and the ideas developed (Project 1), 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.

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 A3 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 A3 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 for every week, 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, 4 slides per page and presented.

Marking Criteria & % Distribution

Analysis (10%):  Ability to analyze and identify factors to plan an effective media strategy, to identify a media strategy that best suits the advertising message (USP/SMP), and to leverage media/different medias to effectively target consumers (target audience).

Presentation(10%): Ability to justify choices, utilise images, charts, timelines, diagrams, pie-charts, research, etc. to support the choice of media strategy.

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.

Deadline

Week 9 (24 Oct 2016)

10 sketches (week 7)

Research 

Secondary research

I researched online about the media used for advertising. There are actually a lot of media people use to advertise their products and services. 

1. Direct mail. It consists of leaflets, brochures, catalogs or letters, that are mailed directly to people. Some mailing lists send information to all the people others only have special list according to the jobs that people have or their age or income. It costs a lot of money, but can ensure that they will reach the people. In my opinion, I think this is not suitable for Playsafe company to advertise their products, because firstly, their target audience, which are the Gen-Ys do not have their own mailbox, unlike their parents, plus they do not really appreciate leaflets and catalogs distributed. Secondly, it can cost a lot of money as mentioned above, which I think Playsafe might not afford to send those mail directly to every Gen-Ys. 
2. Magazines, are used by national advertisers. People who reads magazine usually have more time. The benefits of advertising on magazine is that it has better printing quality and color ads. Many magazines are made for special group of people. For example, a celebrity magazines are usually targeting for the younger generation, whereas the health or lifestyle magazines are usually for the older ones. In my opinion, I think this will be a potential media for Playsafe to advertise their product, where they can choose to advertise in magazines which Gen-Ys oftenly purchase. By doing this, they can directly advertise their products to most of the Gen-Ys with a cheaper cost compare to direct mail. 
3. Outdoor signs. Large colorful outdoor signs can easily catch the attention of by-passers. But these ads must be short and simple because viewers see them only for a few seconds. The main signs are posters, billboards and electronic displays. Electronic billboards have large displays where ads change very quickly. They are the most expensive kind of outdoor signs. In my opinion, I think this is also a potential media for Playsafe to have posters and billboards to advertise their products. By advertising products in public spaces can also directly reach their target audiences easily and effectively. 
4. Internet advertising, is becoming more and more important. Especially young people spend less time watching TV and more time on the Internet. The Internet has the advantage of being available to people around the world at all times. Ads range from banners to pop-ups. This is definitely a good media to advertise. Almost everyone, not only the millennials uses Internet everyday, and the time they've spend on it is more than you can imagine. 

Feedbacks

Specific

Big idea has not been updated in Project 1, but strategy is stated. Please update. 

Reflection

Experience
Today's lecture is quite interesting and productive because we get to discuss everyone's sketches. 

Observations
I noticed that I'm really tired of thinking the idea sketches, I'm glad that its almost ending soon!

Findings 
I find that Malaysia's advertising code is really weird, because they limit the creativity of advertising.

Book of the week 

This week's book is creative advertising: An introduction, Miriam Sorrentino 

The book start with an introduction of what advertising is back then and now. Today, advertisers have more media at their fingertips then ever before, offering more possibilities for making connections with their audience. It also explained creative thinking. Creative thinking is the main requirement for the advertising industry. Idea generation inevitably means countless hours and days spent staring blankly into space trying to be creative.  There is no quick fix. It is necessary to find ways to cope with dead ends, criticism, frustration and boredom. I selected a chapter which introduces "how will you say it", that related to our project 2. I will summarize it in point forms: 

• Social media. Social media have become a force to be reckoned with. 
• Considering facebook, twitter, youtube, blogs & etc, they are all interactive, user generated and accessible, and are unified in blending technology and social interaction.
• Used in a right way, the social media technologies can be an extraordinary tool for brand interaction. They can be playful, fun, engaging and informative and definitely is a media channel to consider.
• Press. Press advertising involves creating as to promote a product or service in printed publications. 
• It could take the form of a double-page spread in a Sunday newspaper supplement or a small advert in a trade magazine. 
• Press can also bring a viewer into a personal space as it is primarily a private media channel, through visual rather than auditory. 
• Usually use juxtaposition, humor and exaggeration to make their point.
• One thing to bear in mind: either your visual or headline have fun. They cannot both be wild. 
• Outdoor ads. Posters, like press, this can also use juxtaposition, humor and exaggeration  freely. 
• Requires a simple and direct message, but still allows you to have creative play.
• Ambient. The outdoor space can target customers unexpectedly. Can be very playful.

References

Forms of Advertising | Advertising Media. (2016). English-online.at. Retrieved 15 October 2016, from http://www.english-online.at/media/advertising/advertising-media.htm