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 

Publishing I: Print Media

Week 1- Week 3

Jessica Ngu Wei King (0323639) BGCD

Publishing I: Print Media

Project 1: Page Layout Design

Instructions/ Project Brief

Design Process
Mr. Ken required us to think of a concept which we want to achieve for this Project. For me, I want my concept to be clean and 'modern-feel'.

After sketching my layout, I started to do it in computer, using Adobe Illustrator. The one I did it digital was not as what I expected it to be (same as my sketches). The first attempt for the layout didn't turn out well as I felt like there are a lot of unnecessary empty spaces beside my self-portrait and right hand side. The headline (my name) are overlapping each other is to create interesting things in the layout, and opacity is adjusted to create contrast. 

For the second attempt, I tried to separate the photos and body text. Note that the quotation mark for the introduction goes into the left sided page, because I want to make it feel like the two pages are connected. Shape is used to create some modern and interesting things. However, I tried to fill up the 'funny white spaces', but it didn't turned out as what I expected as well. The middle part looks a bit airy. 

 I also used shapes for this layout design to create the modern feeling. This time, I combined the photos and text together. I think the white spaces are fine, but the right page looks heavy and imbalance overall. 

To fix the imbalance layout, I moved my self-portrait to the left side. I also thought that putting my self-portrait in the shape could make the layout more interesting. Well, for me the layout looks better compare to the one above, but still it looks heavy on the other side and also I've created funny blank space on the right. Maybe inserting captions would make it better?

For this, I tried to create more shapes. The color of the headline are changed to another color to make it stand out when overlapping on the picture. For me, this layout turned out quite well but it could be better if the spaces at the bottom is filled with captions.

I also tried to use a large 'J' letter to catch people's attention. Self-portrait coming out from the letter J makes it more fun and interesting. However, I think the two squared pictures makes the page on the left more heavy, makes the layout imbalance overall? I somehow like the grey transparent box in the middle, it gives me a magazine feeling. 

Using the same large letter 'J', but placing my name inside the letter with different color. It looks like I'm playing with the negative space. Self-portrait in the middle connects the two pages together. The introduction is align to the right to create a moving space between the introduction and the self portrait.  I also tried to make the body text more organized and placed it in a box. This layout design also turned out quite strong, and also gives me a magazine feeling, I like this layout. 

Playing with the same outlined box, I tried to separate the headline, with also shape on the right page to make it more interesting. I think this design is not as strong as the previous one. 

The last attempt, I try to make it more different than those previous designs. Using a line to cut out the picture, which is quite different from my previous ones. I thought that the empty spaces on top of my head and right beside my self-portrait can lead people's eyes to the right side. I think there are some potential in this layout, but the layout is still not so strong, and I couldn't tell where's the problem? 

Project 1: Final Outcome

Publishing I: Print Media

Week 1- Week 3

Jessica Ngu Wei King (0323639) BGCD

Publishing I: Print Media

Exercise 1, 2, 3

Instructions/ Project Brief

Exercise 1 (One etched-out self portrait with introduction)

Exercise 2 (One etched-out self portrait with introduction plus heading)

Exercise 3 (One etched-out self portrait with introduction, heading and 

one squared picture)

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

Advertising Week 6

04.10.16 (Week 6)

Jessica Ngu Wei King, (0323639)

Advertising Principles & Practice

Lecture

We don't have any lecture on Monday due to public holiday. On Tuesday, it's our submission day for Project 1, we had presentation one-on-one to the lecturer. 

10 sketches (week 6)

Feedback 

Specific

The use of emojis are great. But only if it is able to imply thin. I think you should pursue this idea along with any other that has been noted as good previously. The connect your dots is really good, perhaps using 5 different positions. 

Reflections

Experience

We had one on one presentation with Mr. Vinod. I didn't do well in my project 1 slides, because I (& most of the classmates) do not include the 'big idea' & strategy for play safe in the slides. 

Observations 
I actually prefer afternoon class even we have three classes back to back.

Findings 

I prefer afternoon class because I find out that I'm not that tired in the afternoon and can focus more during the class. 

Book of the week 

This week's book is how to make it as an advertising creative, Simon Veksner 

In the book, there's one chapter i find it interesting that talks about how to sell your work and how to deal with rejection. I will summarize it in bullet point forms:-

• When you come up with ideas, you will have a picture in your head of what you want the finished piece to look like, but to sell to others, it's essential that you get the 'reference' images or film that will help them see it. 
• However, when you show others the 'reference' that is similar to your idea, people might think it's not original. For that reason, you should only ever produce reference  for an executional style or technique, never a strategy to them. 
• The purpose of showing 'reference' image is that if people don't know what your ad is going to look like, they might not realize how good it it, hence you might fail selling it. 
• The book provided an example: 

• 99% of our ideas would probably be rejected, and in this industry it's totally normal. 
• Viewing rejection in a positive light: Whenever your ideas are rejected with an accompanying reason given, we can view it as a new piece of information about the brief or about the taste of the person issuing the rejection. 
• Each rejection is valuable, it's actually bringing you a step closer to success. 

Advertising Week 5

26.09.16 (Week 5)

Jessica Ngu Wei King, (0323639)
Project 1: Individual

Lecture: Role and responsibilities of an Advertising Art Director 

On Monday's lecture, Mr. Vinod started the lecture by asking one of the classmate to read the lecture slides about the definition of an Art Director. He then explained the definition of Art Director. He also explained the role of an art director and its position in the organizational hierarchy. In the sides, it also included the job scope of an art director, Mr. Vinod briefly explained them as well. Then we have an in class exercise, which we were required to come up with a twisted headline for an ad. On Tuesday, as usual, we had discussions on our 10 sketches. Before dismiss, Mr. Vinod brief us about our project submission and showed us some examples on how to create a good ppt. 

Outcome from the lectures: 

I understood that:-

• What an art director is
• The organizational hierarchy of advertising agency 
• Art director works under Creative director, following by graphic designers and production
• CEO is usually from a marketing background 
• Job scope of art director
• Art directors ensure that their clients' desired message and image is conveyed to consumers. 

Instructions 

In class exercise

As usual, we were divided into two groups. For this time I grouped with Merry and David. We were to come out with a twisted headline for Digi ads. 

An online news photographer was tasked to capture images of the mass demonstration known as BERSIH, which champions clean and fair elections. The movements signature color is yellow. In one of the images posted online, a massive number of protestor is seen nearby a Digi Telecommunications retail outlet. Seeing that color yellow also happens to be corporate brand identity color of Digi, the opportunistic marketing team at Digi has decided to leverage this scene to their benefit. 

Your task is to come up with a slew of twisted headlines for the image attached. 

Hence, we came up with these ideas:

10 sketches (week 5)

Feedback 

Specific
Slides are clear, however the slides do not have conclusions after every topic area- what is the insight developed from the data/ research. Research is concise but there is not much evidence in depth or amount of details (source or evidence or references). Need to summarize and conclude charts or data collected. The strategy and Big idea needs to be clearly stated at the end. 

Reflections

Experience

This week's lecture was quite fun for me, as we get to do activities instead of listening to lectures. Working in groups is always better for me as we can discuss together and come up with lots of ideas, because I think I wouldn't think of an idea that fast. Discussions on idea sketches took even more time, probably because most of us started to come out with more interesting ideas that could be discussed more. 

Observations 

I realized that I have difficulties in understanding what the lecturer say sometimes, it makes me feel weird, because I kept on questioning myself is it only me? Or there are still people who doesn't understand it too? Besides, I find it interesting to see how others solve their problems while they are stuck with ideas during group activities. I also find it starting to get busier in week 4-5. 

Findings 

The reason why I have can't understand the lecturer sometimes is probably because he talks really fast and uses really deep English (for me), plus I'm from Chinese school, so it takes some time for me to understand what he is talking about? I find out how my classmates solve their problems while they are stuck in a situation. Usually they redraw mind maps and narrow down the topic, then they think an alternative way/ change their direction of thinking/ think what is missing to seek for another solution. I find it interesting and I would love to try, and hopefully it'll help me.  

Book of the week 

This week's book is truth, lies & advertising (the art of account planning), by Jon Steel 

For this week's book I read online as I forgot to borrow it from he library. I will summarize what I have learnt from the book in points:-

• Planning comes first
• Effective advertising incorporates client's business goals, the agency's creativity and the consumer's opinions and prejudices
• Advertisements work best when audiences decide what an ads means instead of being told 
• Planners must understand the importance of creative brief to be more effective
• The objectives of creative brief is to inspire and inform the creative teams
• Briefs that consists of present insights, suggested solutions and interpret informations from different angles makes an effective brief
• Planners should provide answers to these questions when writing a brief:

      1. Why are we advertising? What should it achieve?
      2. Who is the ad directed at? What do we know about
          this target audience?
      3. What's the main idea that should be in the message?
      4. What's the best way to get that idea across?
      5. How do we know we are on the right track? 
           (Jon, 1998)
      6. Good briefs are straight forward and uncomplicated, 
          keep it simple. 

References
Jon, S. (1998). Truth, lies, & Advertising. United States of America: John Wiley & Sons, Inc.