Advertising (Exercise) ~ Vin's design journey

Vinessa Lucia Chandra (0328421)

Advertising Principles and Practice
Exercise
27/03/17 – 30/05/17 (Week 1 – Week 9)

Lecture 1 (Week 1)
Advertising Principles and Practices

For this first week, the lecturer, Mr.Vinod introduce us to advertising, definition, principles and examples of what advertising is, from that, this is what I summarize.

Advertising is a critical thinking to use data, understand the data and package the data into words used to send a message out. Graphic designing on the other hand, is to communicate a message using visuals.

Advertising and graphic design are two different things, historically design people (designers) used to work in advertising company, and those people are called graphic designer.

Advertising is from a latin word named advertere. “Ad” means towards and “Vertere” means turn to. Hence the word “advertere” means turn towards or “you are calling something towards”.

“Advertising is a tool of marketing and marketing is a tool of business, where advertising seeks to make aware, persuade, communicate or create an image/brand for a product, service or organization at a price.” (quoted from Mr.Vinod)

The moment you create to product, it starts to create an image, the identity or the image tends to reflect on the product

The AMA defines marketing as the placement of the announcement and persuasive messages in time or space purchased in any of the mass media by business firms, nonprofit organizations, government agencies.

Basic advertising principles

Rules can be change depending on the situation, principles are more long term values, that are there based on experiences

Principles are essentially the fundamental rules or beliefs that underpin a certain profession.

VW history from the world war, DDB strategy was to make the car look vulnerable, it touch the softer aspect of people, where they trick the people with the visuals and the headline. From that this is a summary of Bernbach’s advertising principles.

Bernbach’s 10 principles in Advertising

Go to the essence of the product (and this both tangibly and memorably)
Wheres its possible, make the product your actor not a prop
Art and copy must be fully integrated
Advertising must have vitality. It must has personality, it is persuasively different.
It is little less than useless to employ a so called gimmick in advertising.
Tell the truth
Be relevant
Be simple (single minded)
Safe ideas can kill you (never seen before)
Stand out

Outcomes from the lecture:

To have a clearer understanding of the definition of advertising and graphic design.

Being introduce to the 10 principles of advertising based on Bernbach.

To get to know the examples of past advertisement, and learn from it.

Forum Questions

Questions

In your view – based on what you have heard and discussed – is advertising relevant today?
From the 10 principles mentioned, list 3 principles that you felt strongly about? Explain why you felt strongly about these 3 principles?

My Answer

Yes, because nowadays people tend to look at new platforms such as social media in which needs lots of advertising, and promoting. also from a business stand point, companies advertise to make them be different and stand out.
1) Be simple, this principle really stand out to me because sometimes people tend to look at simplicity as something that is not well done or lacking, yet now people tend to gravitate towards simple and instant things. 2) Tell the truth, this principle really is true, because everything in the business world is basically just a small part of the truth, and that is what i think we should focus on. 3) Stand out, this principle is so true, because we need to have a stand out design in order to be different and be interesting.

Lecture 2 (Week 2)
Advertising and Marketing

For the 2^nd week, Mr. Vinod talks more in depth on the connection of advertising and marketing,

Summary :

Any technology that comes, advertising and marketing will look to explode the gains.

Marketing comes from the word, “Merkari” and “Marcatus” (latin) that means buy or trades

Marketing is the activity can be for creating, exchanging, delivering between you and your customer but it has to have a value.

If you are marketing to a specific target audience, your understanding of the target audience is your insight. Base on the insight, you need to think about how to sell your product. And you need to research, to get that insight.

The complexity becomes bigger based on the amount of people. Because the more people that we based it on, the more differences that we can notice, and a bigger task for us to be able to find that thread that connects all f them.

The difficulties are in 2 categories :

Geography (based on the region, state, country, and continent)
Behavior (product benefits, usage rate, loyalty, and many more)

Marketing is not sales, it is a strategy. Nowadays, people research more on the web without actually going down to the ground, its more about time management, because by using the data that they found out it saves time. According to Harvard business school professors, marketing doesn’t focus that much on the selling, yet it focus more on rising the interest for the customers satisfaction. Marketing tends to have a larger job scoop.

Outcomes from the lecture:

To be introduced to the marketing definition and terms.
To understand the differences between marketing and sales.
To get to know about the strategies that marketing use.

Forum Question
Questions

We know that Marketing functions in a capitalist system, how does marketing function in a Communist System (Economic Model)?

My Answers

In the communist system, marketing is mostly focusing on that everyone gets the same message, because in their economic system the government treats everyone the same, which is very interesting when the strategy of the marketing is actually very selfless when one thing that comes out, it doesn't only belong to that person, but to everyone. it's such a contrast to the capitalist system, where everything is individualistic. And i think that the function of it is not only to sell the product, but also to build a strong sense of togetherness belonging.

Lecture 3 (Week 3)
Creative and Creative Ads Message for a Specific Target Audience

When people see advertising, its not even a look, its only a glance, that 1 moment. 1 sec to glance advertising, so its not something that takes someone’s attention to long.

What is creativity, it’s the use of imagination or original ideas to create something.

Keyword is imagination. Putting 2 related objects to get an idea.

Creativity combines thinking and producing. Creativity is to use our imaginations to create something. If nothing comes out of that imagination, you are consider as imaginative !

Ideas, a company that consist of many professionals that solve problems. Consist of (sociologist, anthropologist, phycologist, marketing execs, designers)

We create for a need not for a want ! In order to be creative, you need to see things from a different point of view. If you choose a done to death topic, you will have a very hard time to create something out of it. First thing you need to do is research, you need to be able to find an angle that haven’t been touch, its not only how many different types of it, you have to take a different approach. You have to get out, to see what people have done, to get inspiration from. The process needs to be enjoyable, in order to come up with the ideas. Do not make the mistakes of thinking everyone is like you, ask everything that you have prepared.

Creativity in the context of advertising :

Drewniany & Jewler (2014, p. 2) suggests that creativity in the context of advertising requires creative ads to:

make a relevant connection between brand and its target audience.
present a selling idea
be unexpected

Marketers segmentation

Advertising message that’s effective. / Segmenting a consumer market

Marketers group these shared characteristics into categories:

Behaviouristic segmentation
Geographic segmentation
Demographic segmentation
Psychographic segmentation

The purpose is two-fold: first, to identify people who are likely to be responsive; and second, to develop rich descriptions of them in order to better understand them, create marketing mixes for them, and reach them with meaningful advertising or other communications.

Based on (http://www.managementstudyguide.com/market-segmentation.htm)

This Definition of Market Segmentation

Market segmentation is a marketing concept which divides the complete market set up into smaller subsets comprising of consumers with a similar taste, demand and preference. A market segment is a small unit within a large market comprising of like minded individuals. One market segment is totally distinct from the other segment.

Based on (http://www.marketing91.com/4-types-market-segmentation-segment/)

Types of Market Segmentation

Behavioral segmentation

This type of market segmentation divides the population on the basis of their behavior, usage and decision making pattern. For example – young people will always prefer Dove as a soap, whereas sports enthusiast will use Lifebuoy. This is an example of behavior based segmentation. Based on the behaviour of an individual, the product is marketed. This type of market segmentation is in boom especially in the smart phone market. For example – Blackberry was launched for users who were business people, Samsung was launched for users who like android and like various applications for a free price, and Apple was launched for the premium customers who want to be a part of a unique and popular niche. Another example of behavioral segmentation is marketing during festivals. Say on christmas, the buying patterns will be completely different as compared to buying patterns on normal days. Thus, the usage segmentation is also a type of behavioral segmentation.

Geographic segmentation

This type of market segmentation divides people on the basis of geography. Your potential customers will have different needs based on the geography they are located in. In the article on geographic segmentation, i have explained how people who are located in non municipal areas might require a RO water purifier whereas those located in municipal areas might need UV based purifiers. Thus, the need can vary on the basis of geography. Similarly in cold countries, the same company might be marketing for heaters where as in hot countries, the same company might be targeting air conditioners. Thus, many companies use geographic segmentation as a basis for market segmentation. This type of segmentation is the easiest but it was actually used in the last decade where the industries were new and the reach was less. Today, the reach is high but still geographic segmentation principles are used when you are expanding the business in more local areas as well as international territories.

Demographic segmentation

Demographic segmentation is one of the simplest and most widest type of market segmentation used. Most companies use it to get the right population in using their products. Segmentation generally divides a population based on variables. Thus demographic segmentation too has its own variables such as Age, gender, family size, income, occupation, religion, race and nationality. To read more, click on this link for demographic segmentation. Demographic segmentation can be seen applied in the automobile market. The automobile market has different price brackets in which automobiles are manufactured. For example – Maruti has the low price bracket and therefore manufactures people driven cars. Audi and BMW have the high price bracket so it targets high end buyers. Thus in this case, the segmentation is being done on the basis of earnings which is a part of demography. Similarly, Age, life cycle stages, gender, income etc can be used for demographic type of market segmentation.

Psychographic segmentation

Psychographic segmentation is one which uses lifestyle of people, their activities, interests as well as opinions to define a market segment. Psychographic segmentation is quite similar to behavioral segmentation. But psychographic segmentation also takes the psychological aspects of consumer buying behavior into accounts. These psychological aspects may be consumers lifestyle, his social standing as well as his AIO. Do refer more to Activities, interests and opinions. Application of psychographic segmentation can be seen all across nowadays. For example – Zara markets itself on the basis of lifestyle, where customers who want the latest and differential clothing can visit the Zara stores. Similarly Arrow markets itself to the premium office lifestyle where probably your bosses and super bosses shop for the sharp clothing. Thus, this type of segmentation is mainly based on lifestyle or AIO.

Outcomes :

To have a better understanding of creativity.

To understand the types of marketing segmentation

Learning how to generate ideas, by using mind maps.

Forum Questions

Questions

1) Describe creativity in your own words.

2) Is Marketing Evil?

My Answers

1. In my view, creative is an ability where your ideas and imaginative thoughts could convey a message of a particular thing in a new perspective, which the message itself able to be understood to other people as well.

2. Rather than evil, I find that marketing is a competitive method to be done in order to gain what we have targeted in promoting something. It's not an easy way as strategic ideas and plans needed in order to succeed.

Lecture 4 (Week 4)

Advertising Practice in support of Marketing

This weeks lecture, is basically about reviewing a couple of things from last week, talking a bit more in depth with marketing segmentation, and also Mr Vinod added a few things in like ;

Advertising practices in support of marketing

understanding the target audience
the planning process
the creative process
reaching the target audience
integrated marketing communications

Vendors just wait until demand goes up then they increase the the price, because supply is still the same. In that been said, its basically a marketing manipulation. The government cannot control everything, so that’s why they have government agencies, to handle complains.

Positioning, is how you position something, for the audience to see it as a level set. Its just to maintain the perception of a product.

At the end of the day, is the perception that matters, marketing strategy determines what the advertising should be.

Outcomes :

A better understanding in the marketing elements
To get to know what else supports advertising gives to marketing

Lecture 5 (Week 5)
Roles and responsibilities of an Advertising Art Director

This week we didn’t have a lecture, due to holiday, so Mr. Vinod send us the slides, and the topic of this lecture is about the role of an art director

Sokanu (2015) defines an art director as “someone who is responsible for the visual style and images in magazines, newspapers, product packaging, and movie and television productions. They create the overall design and direct others who develop artwork or layouts. Art directors work for advertising
and public relations firms, newspaper and magazine publishers, specialized design services firms, and the theatre, motion
picture and video industries.”

Also the the lecture talks about the jobs of the scope of an art director and company structure

Art Director Job Scope :

• working closely with the copywriter to generate creative ideas and concepts to fulfil the client's brief;

• producing sketches or ‘storyboards’ (television) or ‘roughs’ or ‘scamps’ (print) to communicate ideas to the client;

• gaining an understanding of the target audience and business that the advert is aimed at;

• meeting with the creative director and account managers before presenting ideas to clients;

• pitching ideas to clients;

• briefing other members of the creative team;

• commissioning photographers, artists or film-makers to work on projects;

• visiting and assessing locations for potential shoots;

• working on location;

• attending meetings at production houses and with other directors;

• working in editing suites to oversee the finished product;

• advising new creatives, reviewing their ‘books’ and managing new teams on placement with the agency

Outcomes :

To get a better understanding of an art director
To differentiate the differences between art director and creative director
To get a better idea of an art director’s job

Forum Question

Questions (Week 5)

Is there a difference between a creative director and an Art Director? Do both occupations share any similarities?

My Answers

From my opinion, there is a different role for each of this positions,

For a creative director, he is more in charge of the message, and the concept behind it, and he overlooks the whole team, also he works in the early and last stages of the process, where, he helps develop the concept and put inputs on the finishing, he determine the moods and feel..

For an art director, he has the task of visualising the concept that was given and translate that concept message, into a visual art form, his task is more so after the creative director gives the brief, where he helps maintain the mood and feel of the design. They are very similar in a way, both are in charge of conveying the message well trough the concepts, feels and moods. Also to maintain the consistency of the final outcome

Lecture 6 (Week 6)

This week there was no lecture due to the holiday on Monday and there were no slides on the times weekly basis

Lecture 7 (Week 7)
Influence of Socio-Cultural, Economical, Ethical & Political factors in Advertising
Since this week we didn't have time to do this lecture, so Mr. Vinod just sent us the slides and after reading it, here is my conclusion of the lecture.

So the first one that the topic touch on is how Socio-Cultural factors affects advertising, this we can see on the examples that was given like the coca cola Ad, where the social dynamic and the culture of one place can affect the responds of the target audience toward the product or Ad. Thats why normally Ads are targeted base on a specific country and culture, because every culture is different.

The second one is how politics affects advertising, depending on where we are, will vary how much does politics affects the Ads that come there, sometimes some countries are more controversial or more open about their politics, that affects how the political figures and issues will be treated in that particular country.File

The third one is the ethical factor, again depending on where you are, the code of ethics will vary, if again we are in a more traditional govermented country, it will affect what could and could not be shown on advertisements, if we are in a more liberal free country, it will give a lot more freedom into what can be shown in the advertisments

Lecture 8 (Week 8)
Media Mix

The advertising message can also be creative, you can either show it or call it, the medium can be creative. Why are the people now ditching the traditional form of media like newspaper, but now everything goes online. Why are newspaper companies still producing newspaper, they want to keep the younger demographic, yet still not lost the older generation.

Integrated marketing communications : they’re trying to plan what comes first, which is structure plan, they have to develop a plan.

Marketing tools : advertising, promotions, publicity (press conference), events(fashion show, charity)

The media is the message, if the medium is not right then the message cannot communicate as well. Hence the medium is a crucial part of it. Because of the medium, the message gets affected. The medium sometimes influences the message.

When and where the medium runs, can make the message more effective.

When you choose a media, keep in mind of the target audience. Also to understand your target audience.

Every company have a rough idea of how much money you want to spend on the advertising campaign.

When dealing with different media types, the design have to be adaptable for a few different kinds of media. A part from justifying what the media is, we have to justify why we use it and how we are going to use it.

Outcomes :

To get a better understanding of the affects of media to the Ad
To help understand the usage of media and the types of it
To be able to choose a media as a platform for the 2nd project

Forum Question

Questions (Week 8)

In your own words, briefly explain the difference and similarities between Integrated Marketing Communications and Media Mix

My Answers

Media mix is when the usage of diffrente types of platforms comes into play in the role of advertising the company's campaign like how nowadays a lot of companies uses all social media platforms as a medium for campaigning

Imc is when the campaign Is consistent troughout oall of the platforms, so its similar between all of the mediums that have been choosen, in order to maintain the message, and to have that consistency troughout all the campaigns

Instructions

Exercises (25%)

The Brief

Idea Sketches

Duration of Assignment

8 Weeks (Briefing on Week 1)

DEADLINE

Week 9 (22 May 2017)

Description

This exercise spans 8 weeks. The student is given a Brand and a USP/SMP (Unique Selling Point/Single Minded Proposition) is identified. 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).

Weird, wild, wacky and off the wall ideas are welcome.
Negativity is not welcome.
Build on ideas. Don't shoot them down.
All ideas are welcome and respected.
Do not censor yourself. Just say it.
No interruptions from outside allowed (That includes cell phones).
Take a short break every hour.

Requirements

To develop a minimum of 10 idea sketches every week, the student 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 compiled chronologically in an A4 clear sheet folder and documented on the students’ eportfolio (online journal).

Submission

· A4 Sketch papers, in an A4 Clear Sheet folder, documented logically and chronologically. The works must be labelled and dated.

· All gathered information (failures, successes, epiphanies, sketches, visual research, printouts, websites, images, charts, etc.) documented logically and chronologically in the eportfolio for the duration of the project in one post.

Objectives

To develop students ability to ideate effectively.

ASSESSMENT CRITERIA

Marking Criteria & % Distribution	(%)	LO1	LO2	LO3	LO4	LO5	LO6
Exercises: Idea Sketches
Ideas: Ability to merge proposition with an unrelated concept	15		ü	ü	ü
Sketches that are clean, clear and concise	10			ü	ü
Total	10

The brand: The Design School @Taylor’s University 

The product: The Design School

SMP/USP: Nurturing The Hybrid Designer Of The Future.

Target Audience: Gen Y.

Sketches

(Week 2)

Figure 1. Design Mind-map and Ideation

Figure 2. (4/10) Week 2 Sketches

Figure 3. (8/10) Week 2 Sketches

Figure 4. (10/10) Week 2 Sketches

(Week 3)

Figure 5. (4/10) Week 3 Sketches

Figure 6. (8/10) Week 3 Sketches

Figure 6. (10/10) Week 3 Sketches

(Week 4)

Figure 7. (4/10) Week 4 Sketches

Figure 8. (7/10) Week 4 Sketches

Figure 9. (9/10) Week 4 Sketches

Figure 10. (10/10) Week 4 Sketches

(Week 5)

Figure 11 . (4/10) Week 5 Sketches

Figure 12 . (8/10) Week 5 Sketches

Figure 13 . (10/10) Week 5 Sketches

(Week 6)

Figure 14 . (2/10) Week 6 Sketches

Figure 15 . (7/10) Week 6 Sketches

Figure 16 . (10/10) Week 6 Sketches

(Week 7)

Figure 17 . (4/10) Week 7 Sketches

Figure 18 . (8/10) Week 7 Sketches

Figure 19 . (12/10) Week 7 Sketches

(Week 8)

Figure 20 . (4/10) Week 8 Sketches

Figure 21 . (8/10) Week 8 Sketches

Figure 22 . (12/10) Week 8 Sketches

Figure 23 . (16/10) Week 8 Sketches

Figure 23 . (19/10) Week 8 Sketches

(Week 9)

Figure 24 . (4/10) Week 9 Sketches

Figure 25 . (8/10) Week 9 Sketches

Figure 26 . (10/10) Week 9 Sketches

Figure 26 . (14/10) Week 9 Sketches

In Class Exercise (Week 1 - Week 7)

(Week 1)

Decoding

In this exercise, we were told to work in pairs to find one advertisement and identify it's:

• Proposition (USP/SMP)

• Creative Idea (Ad Message)

• Strategy

• Elements

WWF Denmark partnering with Snapchat

Figure 27 . Snapchat x WWF last selfie campaign

This is such a good example of advertising for me, to use a platform for making cost awareness is a very good thing to do, I was partner with jacky on this and we were suppose to find a 3 image advertisement that is connected to each other, so this is what we found, based on our findings, we can guess what their strategy is for, so the SMP for this is something like “Save The Animals”, and then the creative message to this is “Don’t let this be their #LastSelfie”, the concept of this advertisement is really well thought out, because the concept of snapchat itself is that we couldn’t gain back our picture after it disappears from snapchat, so the awareness talks about them having their last picture and being gone or extinct forever. Then the strategy for this is playing on the emotional side for the audience, where they want us to feel touched when we see this advertisement, and the elements in this advertisement are ; visual, tagline, logo.

(Week 2)
Decoding

Mr Vinod gave us this daily champ advertisement, and ask us to discuss about it, so this is what I came up with.

Figure 28 . Ais Kacang Campaign

I think this add uses a very humorist stand point, but it has a very terrifying and not that appealing look to it, i feel that it could be accomplish better if the visuals weren't as scary looking as this also i'm guessing the smp is daily champ makes all the best.

(Week 3)
Mindmaps

Figure 29 . Mindmap exercise

So our in class exercise is basically learning about mind maps, how we can generate ideas from it, by combining 2 keywords or phrases to make into an idea. like the example you can see on top, is about combining japan and communicate, how there are a lot of elements for both, yet we narrow it down to the one in the middle.

(Week 4)
Digi Picture

A online news photographer was tasked to capture images of the mass demonstration known as BERSIH, which champions clean and fair elections. The movements signature colour is yellow. In one of the images posted online, a massive number of protestor is seen nearby a Digi Telecommunications retail outlet. Seeing that the colour yellow also happens to be corporate brand identity colour for 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.

Figure 31 . Paint the town yellow

Figure 32 . Change your plan. Change your future

Figure 32 . "Save-up" Or be attacked

So i was paired with Hesti for this exercise, and we came up with 3 taglines for this adevrtisment, which is the first one is "Paint The Town Yellow" this one is mainly we're trying to get all the people here in the movement, which is symbolise by everything yellow.

for the 2nd one , we choose the phrase "Change your plan, Change your Future"
we used this phrase, to get the audience to change all of your phone plans to digi, so that you can change the future, basically digi offer a lot of plans for our mobile devices, so we're trying to say change the future by a small step which is changing your plans

for the 3rd one, we choose the phrase "Save-up" Or be Attacked,
this is a funny one, because there is a lot of people in this picture, so we decided lets make it seem as if they were an army getting ready to attack, an d basically digi promotes that by using their plans, you can save a lot of money, so we play on the words save and safe so its like either you save up or be attacked by all of them.

(Week 5)
Volkswagen Ad

We have learned about marketing being the action or business of promoting and selling, while advertising is the art of communication and persuasion. This video clip went viral recently: it shows a Volkswagen Polo ramming a Malaysian Police car from the back and then speeding off. The incident was recorded by a dashboard camera and was uploaded onto YouTube which then went viral on social media. Viral marketing/advertising (sometimes) uses a preexisting social phenomenon (like this incident) to advance a service or a product by leveraging on its popularity.

https://youtu.be/QqMql1jyFzU

Task
Your task is to leverage on this incident that has gone viral on behalf of Volkswagen's Polo brand of cars, and increase the brand awareness of the car. You can approach this by using humor, wit, or any other means necessary and make play of the incident to ride on its popularity.

Client: Volkswagen
Medium: Online Web banner (336 x 280 pixels)
Deadline: 30min–1hr

News Portal: The Malaysian Insight, The Star Online, The Malay Mail Online, etc.
The ad will feature on the home page of the news sites and on the side of the online article featuring the incident.

Figure 32 . It's a Volk's road

So for this exercise, i was paired with jacky, and we came up with this idea, since the video is about a car accident, so we tried to make volks looks like it has or owns the road, because its the king of the road, so we came up with this idea is "It's a Volk's Road" and we put some road symbols on the volks symbol for an extra touch.

(Week 7)
Woman Rape
A) Identify the:
1. SMP/USP
2. Creative Idea
3. Strategy
4. Ad Elements

B) Reflect on the strengths and weakness of the Ad. Campaign (not more than 300 words).

C) Propose a better campaign idea and execute a sample Ad' campaign.

Resource:
Women do not owe their husbands sex — All Women’s Action Society - See more at: http://m.themalaymailonline.com/what-you-think/article/women-do-not-owe-their-husbands-sex-all-womens-action-society#sthash.SJ6ADHWg.dpuf

A) 1. 'No Excuse to rape.'
2. Using forms of empathy by having photographs to attract people.
3. Having the feature of emotional photographs. Reaction expected : empathy, gives more awareness, emotional.
4. Elements : photographs, tagline, contact information.

B) This campaign poster series has a very strong photographs content as their facial expressions to the campaign message show and urge the audience by giving empathy towards this case. Not to mention that the concept is very powerful because this case has been considered serious; women have their rights and don't deserve to be treated in such treatment, they deserve justice. These posters has shown good examples as well because they portrayed a lot of varieties of the rape victims, for instances are the wives forced to do sex with their husbands, underage girls forcefully sell their bodies as prostitutes, to the young couples who unknowingly being raped by their mates due to their unconsciousness. However, the image quality doesn't seem come out strong which makes it less attractive as well as the consistency of the hierarchy of the posters, you can see the emphasis on almost each posters are different. Moreover, the text colour doesn't suit the theme as well, as the colour 'green-blueish' doesn't portray awareness but calmness instead; the colour red describes more instead by it symbolises awareness of fighting which supports the concept which to fight for women justice. Another colours suggested could be yellow, orange and black as these colors are proven to be awareness colours.

Figure 33 . (1/3) She's not asking for it

Figure 34 . (2/3) She's not asking for it

Figure 35 . (3/3) She's not asking for it

Basically for this Ad i was partnered up with Helliam and Agustin, we decides to make this campaign on showing the inside vulnerable parts of a woman, we wanted to show that a woman is exposed to these kinds of conditions, with actually a silhouette of under garments there, also we didn't want to use an actual picture of the woman's vulnerable body parts, because we think that the Malaysia society wouldn't except it that well.

Feedback

(Week 2)

(in response to my forum post)

Specific feedback

“A very clear answer”, Mr Vinod also brought up, the day before, that we can actually learn something from a communist system, which is their system practices selflessness.

(in response to sketches)
General feedback

Most of the sketchs are very complex and complicated, it might be better to simplify some of the sketchs and ideas. Also to think more deeply about the word hybrid designer, and to emphasize more on that word and the message that will convey behind it.

(Week 3)

(in response to my forum post)

Specific feedback

“Its similar to jacky's answer, meaning to say that your answer and jacky's are inline"

Good answer overall, very clear, and the opinion is based mostly on perspective its about our stance and what we see in marketing.

(in response to sketches)
General feedback
Some sketchs could expand, using the concept, could have new ideas or just legs for the ideas, have a stronger concept for the upcoming ideas.

(Week 4)

(in response to sketches)
General feedback

3 of the ideas could have potential to keep going and have legs, keep exploring the key word, which is hybrid.

(Week 5)

(in response to sketches)
General feedback

Most of them we're not accepted, also some of the ideas were very complicated so simplified the ideas more, "a good adevrtisment is simple, yet deep in concept"-Mr Vinod

(Week 6)

(in response to sketches)
General feedback

Sketches : some of the sketches work, yet it needs some work also legs.

(in response to e-portfolio)

Re Eportfolio: Combine your posts into one cumulative post as seen in the link given below. (by Mr Vinod).

(Week 7)

(in response to sketches)
General feedback

Sketches : the divergent tagline could be a potential idea, yet divergent is not in the gen-Y hype anymore, in total there are about 4 ideas that could have potential still try to come up with a few new ideas, yet focus more on the ideas that have potential.

(Week 8)

(in response to sketches)

General feedback

Mr Vinod picked 2 major ideas for mockups, which includes the one item multipurpose concept and the different designers combined, he said to focus more on one idea, and make more sketches.

(Week 9)

(in response to sketches)

Specific feedback

Mr Vinod didn't said not to use living designers as an example due to copyright issues, he said try using more historical designers.

(in response to the 2nd project)

There is no timeline to for the campaign, also make the text into paragraph form, so that it will be more readable.

Reflection

(Week 1)

Experience

Everything was very new to me, because i have never entered any class like advertising, i can already feel how intense this was going to be since week one, it was a very new for me. To be honest at first i was really scared, because i really don't know what i was suppose to do in the first week.

Observation

I observed that when it was time to speak out our opinions during in class exercises, we were very quiet, and didn't sound out our opinions much.

Findings

I found out more about the advertising principles, and how it is used in a lot of Ads even until today, how its is still being implemented in the advertisements that we see today, i also found out that Volkswagen has a lot of interesting Ads

(Week 2)

Experience

This week, we started our on going 9 week exercise, at first i was really confused about the SMP because i was still super new, mostly its about the terms that are used, that i don't really understand.

Observation

I observed that during class, i have to keep on writing notes, in order not to get distracted with myself, also i have to really pay attention in class, because i observe that Mr. Vinod talks very fast, also i tend to see that our class doesn't really talk that much during discussions on the sketches exercise.

Findings

I find out that the in class challenges was catered for us to develop our thinking skills in decoding and figuring out the message behind advertisements, so that when we come across an Ad, we can differentiate the differences between a good Ad, and a bad one.

(Week 3)

Experience

This week we started learning more about the marketing, at first i was kind of confused, because it was very deep for someone who just started to learn business like me, yet its very enlightening, because it gave a perspective, on what goes into persuading someone. Also there was a lot of new terms and names that was unfamiliar to me.

Observation

I observed that in class, it started to get more and more tiring, every time i came out of class, there are more things to be thought about, and i observe that my thinking skills becomes more and more deep.
And with those deeper thinking skills, comes more doubt in every idea that comes through.

Findings

I found out that Mr Vinod could actually be very fun also in class, when he did the in class exercise for this week, he made it seem a lot more fun even though it was something that we already know how to do, which is mind mapping, i also found out that there is a different style of mind mapping which is very interesting, which uses drawings and visuals.

(Week 4)

Experience

This week we were reviewing the topic that was discussed about last week, yet we get more in depth with it, we were more focused on how advertising is connected to marketing, and we learn about what to pay attention, when we are making an Ad, for example like how important the target audience is

Observation

I observed that the more sketches we all did, the more similar our sketches become, because of the same given SMP to all of us, and it was getting harder and harder to figure out and piece together ideas.

Findings

i found out that the exercises that we did started to get more difficult, how we started out from just decoding, now to figuring out how to make Ads along side with the projects and sketches exercises that we had to do.

(Week 5)

Experience

This week was the main time to compile all our research, right after our interview with the TDS marketing team, we have huge chunks of information, where we had to summarise everything that we learn from it.

Observation
I observed that during our interview, the TDS marketing team was talking more about how they couldn't use a few key points that was mentioned during the interview, for their advertising campaign.

Findings
I found out the way of how to think and compose the information that was given, into the slides for the first project, how to dissevered all that information, so i found out that there was more on the thinking put into the project rather than the actual doing.

(Week 6)

Experience

This week we didn't have an lectures, i feel overwhelmed, because of how much work that needed to be done, i feel super scared when i submitted project 1, because Mr.Vinod's first impression wasn't that good about the conclusion that i did.

Observation

I observed that i was not doing that good of a job blogging.

Findings

I found out that the slides's feedback, was targeted for me to just improve on my researching skills and how to take an information and make it as a data, not just an information taken from a source.

(Week 7)

Experience

This week we started to do project 2, which was about choosing our media as a platform for our Ads, i feel that this was a crucial step in the process, it was very hard to determine the platform that i wanted to use at first.

Observation

I observed that a lot of my friend were using guerrilla Ads as their media of choice, which made me doubting my own chosen media for the platform.

Findings

I found out that there was a lot of medias that i could choose from, because i started to research earlier, to get all the information, i also found out that my sketches were starting to narrow down, as Mr. Vinod started to show me to focused more on the sketches that work.

(Week 8)

Experience

This week, was submission of our 2nd project, which is very scary, also this week we are really narrowing down our choices for the sketches, where some of us narrow down 1 or 2 final ideas for what the main concept will be like.

Observation

I observed that i still had ideas for sketches even though its has come to a time where we all narrow down ideas and just focused on the ones that works.

Findings

I found out after doing a lot of research that guerrilla Ads are not really that good when it comes to promoting schools, and that it was more appropriate to use other mediums as media platforms.

(Week 9)

Experience

This week was really frustrating, because it got to a point where i was super sick and tired and what i was trying to do for all of the projects, just came out wrong, and it made me really stressed because when i'm that tired and sick, the more that i pushed, the more that i couldn't do work

Observation

I observed that when i'm sick, i couldn't focus that well on the projects that was given, also that i couldn't do it well, i could only do the projects that just needs doing and not thinking.

Findings

I found out that a lot of my classmates are also starting to get sick and also starting to stress a lot, because of the amount of work that is cramped, also with the remaining 3 weeks to finish, the pressure is surely on.

Book of the Week

(Week 1)

Figure 36 . The Advertising Concept Book

This book is a really good book, it really focus on the concept behind advertising, what make an advertisement so great is based on a good concept at first. It states that in creative advertising, no amount of glossy presentation will improve a bad idea. That's why this dedicated to the first and most important lesson: concept.

This book provides not only lessons about good concepts, yet also it touches on the industry, also it covers a lot of the business aspect, from how to write copy and learn the creative process to how agencies work and the different strategies used for all types of media.

(Week 2)

Figure 37 . Creative Advertising

"They may forget what you said, but they will never forget how you made them feel" - Carl W. Buechner

"The best way to generate truly excellent ideas is never to be satisfied with the level that you've reached."

These two quotes in the book really resinates with me, this book talks about advertising strategies, and some of the best tips that the books give is in these two sentences, its very typical, yet very effective. If you could make someone moved by your advertising, it will be reminded forever, also to never be satisfied, because once you settle down on ideation process, you will never get more out of it.

(Week 3)

Figure 38 . Advertising Creative (Strategy, Copy, Design)

This book encourage us to improve our knowledge of social media of this generation, and use it for the new generation of advertising, also to not be scared of taking risk in our job. The key point about this book, is global advertising, how to use social media as a platform of medium for campaigns, and how digital media is rapidly changing the advertising industry.

It also give some tips on how to apply jobs in advertising, in the advertising world, it could get very challenging and very hard to get a job, so this books provide a "Survival Guide" for that. Also there are a lot of examples, featuring new illustrations, and also what a dynamic full colour design can do to influence an Ad, and how it affects even the strategies of advertising.

(Week 4)

Figure 39 . The Copy Book

Even though we are working on visuals mostly, on how to make it look attractive, and how we could a twisted visual and a straight forward headline. This book really tells about how the tagline, or just how words are also a part of design and advertisement.

How big of a role does a saying does, in order to enhance and make a visual stronger, there needs to also be a powerful saying for it, what we as designers want to convey as the message behind our visuals, i think this books also talks about how to have gratitude for the copywriters who are actually doing work to make what we come up with stronger and better.

(Week 5)

Figure 40 . Advertising Outdoors

This book tells us about a traditional methods and ways of advertising, how it was done, what was affective back then, yet this book could still be so relevant, because the principals that still applies on the advertising nowadays. The book talks a lot about outdoor advertising, starting from paintings on the walls, up until billboards nowadays. It even talks about street art, which maybe nowadays is not relevant but still very interesting to learn about.

It makes you appreciate the old and traditional and maybe even some of the first forms of advertising, people always say, you can't move forward without appreciating the past. it also shows how the development of outdoor advertising. It also talks about how outdoor advertising is very hard to execute, yet if done right it offers a very unlimited exposure that could be good for the campaign.

(Week 6)

Figure 41 . Creative Engine

Ideas are the soul of advertising, this is the basis of the book, how in advertising the idea is king, and the idea is the main concern of the project. People tend to gravitate towards more of the concept and the story behind the ides, rather than the visual, thats what the book says.

This book also talks about how cultural background, diverse creative minds, and creative elements from all part of the world can be an influence into design, and the outcome of it. It also says a lot about different angles that we can use in order to see different perspectives on an idea.

(Week 7)

Figure 42 . 100 Ways to Create A Great Ad

This book was written by Tim Collins, i really enjoy the content of this book, because its more on the examples side of books rather than just the marketing or advertising strategies, this book contains a lot of really useful content, yet there are 2 parts of this book that i really enjoy out of the 100 that the book offers.

The first one is number 10 which is about the minimalism of an advertisement, there is a very good example from a Malaysian advertisement about the brand Jeep where they use 2 animals a camel and a husky dog, in order to make the Jeep illustration, it represents the different traits that the animals have, yet it still looks very simple by only using 2 visuals.

The next one is number 17 which is storytelling, though this is a very challenging task to do let alone with a 2 hour movie, its even harder for ads, but when done right, the advertisement will be very memorable and popular, there is an example in the book about levi's jeans, how it has sequences in one ad that makes it memorable.

(Week 8)

Figure 43 . Advertising and Promotion

This book was written by George Belch and Michael Belch, and more about the strategies of advertising, marketing and promotion. and it touches more on how we think in the advertising industry, and talks more about the types of mediums and platforms that we can use for advertising, also about the target audience, and a lot about the marketing terms and strategies.

There is a page that touch on interactive media, on page 22 of this book, it tells about how interactive media allow for a back and forth flow of information, which is what i'm trying to achieve in my project, to get people or the target audience to experience something, it also state that interactive media is different from past media, because its no longer a one way nature, yet it allows the target audience to answer questions, make inquiries also make purchases.

(Week 9)

Figure 44 . Advertising by Design

This book has a lot of chapters based on the importance of advertising in the design world, the one that caught my eye the most, is chapter 5 which is The Big Idea. The big idea is the underlining big part of the solution, the concept of it determines how the final message is going to be presented and shown.

An good Big Idea, has a very strong and solid message to tell, also it is creative and stands the test of time. And could even hold its own between different sets of medias. The Idea drives the design decisions that are made also during the process of conveying the idea.

References

(http://www.managementstudyguide.com/market-segmentation.htm)

(http://www.marketing91.com/4-types-market-segmentation-segment/)

http://www.justforthis.com

http://m.themalaymailonline.com/what-you-think/article/women-do-not-owe-their-husbands-sex-all-womens-action-society#sthash.SJ6ADHWg.dpuf

Picture References

Figure 1-26 is personal documentation

Figure 27 http://www.justforthis.com

Figure 28 http://www.12fly.com.my/images/lifestyle/Food/2017/Jan/dairy%20champ/a.jpg

Figure 29-31 personal documentation (courtesy of Mr. Vinod)

Figure 32 http://www.carlogos.org/logo/Volkswagen-logo-2000-1920x1080.png

Figure 33-43 is personal documentation