Friday, 2 June 2017

Advertising (Project 2 Insight)

Written by   on   in  
Vinessa Lucia Chandra (0328421)
Advertising Principles and Practice
Project 2 Insight
15/05/17 – 04/06/17 (Week 7 – Week 9)

 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 advertisements

Outcomes :
  • To get a better understanding of the factors that affect the design concept.
  • To understand how advertising vary based on the where we advertise it.
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 throughout 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 

 Lecture (Week 9)
There was no lecture on week 9 due to focusing on the third project 

 Instructions
Project 2 20% 
The Brief
Advertising Campaign: Media Mix (or Strategy)
Duration of Assignment 
2 Weeks (Briefing on Week 7)
DEADLINE
Week 9 (22 May 2017)

Description 

The student now has the task of developing an Advertising Campaign – a total of 5 ads across different/same media – for The Design School @Taylor’s University. 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: The Design School @Taylor’s University
The product: The Design School (See figure 1.)
SMP/USP: Nurturing The Hybrid Designer Of The Future.
Target Audience: Gen Y.
Requirements
The student must document the above analysis in their eportfolio and A4 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 A4 Clear Sheet folder. The works must be labelled and dated. 
2.     All gathered information (screen grabs, websites, images, charts, etc.) documented logically and chronologically in the eportfolio for every week, for the duration of the project in one post.
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.
 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.
ASSESSMENT CRITERIA

Marking Criteria & % Distribution
(%)
LO1
LO2
LO3
LO4
LO5
LO6
Project 2: Ad. Campaign, Media Mix/Strategy (Part 1). 







Analysis: Ability to analyse 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).
10
ü

ü
ü

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

ü
ü


Total
20







Research
(Week 7)
From :http://www.creativeparamedics.com/the-millennials-of-malaysia/

Millennials in Malaysia, the digital generation.
Millennials have taken up some 40%-50% of the current workforce, according to a 2012 report by PricewaterhouseCoopers (PwC) Malaysia. That makes them the driving force of the economy and puts them at the forefront of the Malaysian consumer population.
Their drive, values, and ambitions certainly differ from the older generation. Millennials want to be empowered and be engaged. Digitally savvy, and technology-driven, they are more connected and thrive on being an active part of the community they are in.
Quick stats on Malaysia’s social media use:
Facebook is the most visited site in Malaysia, with 13.3 million users as at July 2013.
Highest users are aged 18-24 at 34.5% (born from 1990 to1996)
Then second-highest at 29.5% are aged 25-34 (born from 1980 to 1989)
Lastly, 16.3% are those aged 13-17 years (born from 1997 to 2001)
According to a recent New Straits Times article, “while Malaysian Internet users may have their favourite platforms, they do use a wide range of different services to stay connected – far more than is seen globally.”
Reaching Malaysian Millennials Online: Is Forbes’ Brand Atom Model the answer?
In an era of advertising where Malaysian consumers are smarter and better-informed, what’s the best way to capture their attention? How do marketers compete with millions of other online content materials? How do marketers retain this segment of their audience whose attention can be so easily swayed?
Forbes recently explored a new model for advertising to this young population. The Brand Atom Model does not propose a linear solution, unlike older models such as Maslow’s Hierarchy of Needs or the AIDA purchase intention model.
From :http://maxwellsci.com/msproof.php?doi=rjaset.8.1067
Being born in the digital age, Gen Y’s experience to being taught and are keen on searching for information using the Internet. They are success-driven, goal-oriented, determined, confident and optimistic. Social media is considered by Gen-Ys as an essential tool for sharing their interests, emotions and activities through photo sharing, instant messaging and games. Social media has created a novel way to communicate and distribute information. Gen-Y want to be empowered and be engaged. They are a digitally savvy, and technology-driven, they are more connected and thrive on being an active part of the community they are in.

From : http://maxwellsci.com/msproof.php?doi=rjaset.8.1067

Social Media Networks and Gen Y
Manimekalai Jambulingam, Caroline Sumathi Selvarajah and Ambikai S. Thuraisingam Taylors Business School, Taylors Lakeside University, Malaysia

According to the report of David (2013) on the social media statistics of Malaysia, 64.7% of the country’s population uses the Internet. Among these users, 75.5% have their own Facebook accounts. Given this statistic, Malaysia has become the 8th country in Asia and the 21st country in the world with the largest number of registered Facebook users. The most frequent users of social media platforms such as Facebook are aged 18 to 24 years. Many studies have explored the subject of social marketing, but only a few have investigated the use of social networking sites among Gen Y.
These users spend one third of their time in social media networks. Given the major role of social media in the lives of the members of Gen Y, there is need to identify the sites that are popular among the Malaysian members of this generation and determine how these individuals use these sites. The result will benefit the entrepreneurs to market their products in social
networks. Therefore, this study is very important to analysis the usage of social medial among Gen Y in Malaysia. 

Lai and Turban defined social media as an online platform where people share their opinions and experiences with others. Consantinides (2009) and Richardson (2009) classified social media into eight main titles, namely, social networking sites, blogs, micro blogs, content sharing sites, wikis, bookmarking sites and forums. Creating a personal page does not require any specific skills. Piaget’s theory (1958) states that direct experiences, the commitment of errors and the search for solutions are imperative in the integration and adoption of knowledge. Being born in the digital age, Gen Y sp refer experience to being taught and are keen on searching for information using the Internet. They are success-driven, goal-oriented, determined, confident and optimistic.

Fig 1. Social Media Survey

Figure 1 shows the number of social media accounts held by the male and female respondents. This Fig. 1 shows that of the female respondents, 69% are registered to three social networking sites, 28% are registered to two social networking sites and 12% are registered to one social networking site. Of the male participants, 36% are registered to one social networking site, 28% are registered to two social networking sites and 35% are registered to three social networking sites.
Figure 2 also shows that each participant has a Facebook account. Many participants emphasized that Facebook is the best social networking site for maintaining relationships and for sharing information and experiences with family members and close friends.
Fig 2. Social Media Classifica

Fig. 3: Social media classification based on individual needs
This study also found that Gen Ys use social media sites based on their needs, which are as follows.
Figure 3 shows the Social media Classification based on Individual needs:
  • Personal: To maintain close relationship with friends and family members
  • Pubic: To keep track of the activities of famous people or to get to know new people
  • Broadcast: To advertise their activities as a means to boost their self-confidence (self-promotion) 
(Sem Break)

Interactive Media

 From :https://en.wikipedia.org/wiki/Interactive_media


Interactive media normally refers to products and services on digital computer-based systems which respond to the user’s actions by presenting content such as text, moving image, animation, video, audio, and video games.

Interactive media is related to the concepts interaction design, new media, interactivity, human computer interaction, cyberculture, digital culture, interactive design, and includes augmented reality.


This sort of advertising, gives us a room of creativity, and by using this platform, we are trying to give the target audience, an experience, where they don’t only see it, yet feel something too.
Interactive Media Example


Fig 3. Mcdonalds interactive poster

Fig 4. Coca cola Ad campaign


Fig 5. Cannes Predictions Interactive Poster

Fig 6. Mcdonalds advertisment in Kuala Lumpur

 Interactive Marketing

From : http://www.marketing-schools.org/types-of-marketing/interactive-marketing.html

Interactive marketing relies on customers expressing their preferences so that marketers can produce more relevant marketing messages. Unlike the outbound marketing of the past, interactive marketing creates a two way dialogue between a business and its customers. Advertising becomes a dynamic process that follows customers rather than leading them. Any time a customer is invited to provide feedback, express their personal preferences, or offer up demographic information, they are providing information that marketers can use to guide their advertising efforts. (See also User-Generated Marketing)
Interactive marketing can take many forms, but search engine marketing is one of the most common. When customers type a query into a search engine, they are shown advertising based on their search terms. A search for shampoo might produce ads for hair care products. (See also Search Engine Marketing Specialist )
At the other end of the spectrum is a company's official website. These present enormous opportunities for businesses to engage with their customers. Unlike a TV ad which runs for 20 seconds and then ends, websites allow customers to engage with the brands that interest them according to their own pace and agenda. They can browse product offerings, learn about the company's history, access deals, and participate in forums. 
Marketing in an interactive way has many advantages over traditional marketing. First and foremost is the cost. Online advertising costs significantly less than television, print, or radio ads and often produces greater rates of return. Companies should always be interested in producing the same results at a reduced cost.
Online activities also leave behind tremendous amounts of information about customers. Their demographic details and their personal preferences are both revealed through their behavior online, allowing companies to track and store this data to use in future marketing efforts. The more relevant that marketing is to a customer's immediate wants and needs, the more likely it is to produce a sale. (See also Real-time Marketing)
For customers, interactive marketing allows opportunities for them to help evolve and grow their favorite products and brands. The more those customers talk about a company in online forums, social networking sites, emails, and videos, the more their hopes and ideas for that company enter into the company's consciousness. Businesses can use this information to develop the products their customers are most excited to buy, increasing a customer's sense of respect -- and potential sales.

Interactive content—such as apps, assessments, calculators, and quizzes—generates conversions moderately or very well 70% of the time, compared to just 36% of the time for passive content.
From : http://marketeer.kapost.com/content-strategy-2015/
Beyond the passive content in print and online, make room for interactive content. Apps, quizzes, polls, and other “functional” pieces entice people to participate and share their thoughts or results on social media. Interactive content adds a whole other dimension to “word-of-mouth” advertising, and is pushed through more diverse channels by people outside your business.
Social Media : Websites and applications that enable users to create and share content or to participate in social networking. (based on Oxford Dictionary)
Social media are computer-mediated technologies that facilitate the creation and sharing of information, ideas, career interests and other forms of expression via virtual communities and networks. The variety of the media such as,includes a few, which are  facebook, instagram, and youtube. (based on wikipedia)
Social Media Examples
Fig 7. Texas University Facebook Page

Fig 8. Harvard's Youtube Campaign 

Fig 9. The One Academy's Facebook Page
Fig 10. Youtube web banner
New Straits Times on Gen-Y
from : https://www.nst.com.my/news/2016/02/129141/msians-watch-more-youtube-anyone-else-world\
“According to Google Survey, Malaysians spend double the time watching YouTube than any other nation on earth.
It revealed that most Malaysians spent time on the streaming site listening to music, watching movies and “how to fix” shows.
Malaysians also scored high on multitasking — browsing smartphones while watching television.
The survey carried out last year showed 92 per cent of Malaysians actively browse their phones while watching television.
Malaysians aged between 16 and 34 years-old watch the most YouTube videos on a monthly basis.
The survey interviewed 1,000 Malaysians aged 16 to 64 years on their YouTube viewing habits across mobile and desktop devices; taking into consideration their preferred viewing times, session lengths, content genres and sharing habits. ” - New Straits Times
Updated project 2 slides
(pay attention to the red marks due to changes)
Feedback
(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 the 2nd project)
Specific Feedback
There is no timeline to for the campaign, also make the text into paragraph form, so that it will be more readable.

Reflection

(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.

 References
Image References 
Fig 10 https://i.ytimg.com/vi/k2Kw6xPV2Kw/maxresdefault.jpg

Share: