Advertising Exercises

01/09/17 - 03/11/17 (Week 1 - Week 9)
Agnes Cherine Viridiana, (0331332)
Advertising Principles & Practice
Exercises (25%)


Lectures :



Lecture 1/Tutorial 1 (01/09/17)

We didn’t have class this week because it’s public holiday. The lecture was given on week 2.

Forum Question
Bernbach's Principles
1. In your view - based on what you have heard and discussed - is advertising relevant today?

Yes. Advertising play the important role for a company to sell their product successfully, to gain consumers's trust and to be able to survive in the market competition.
2. From the 10 principles mentioned, list 3 principles that you felt strongly about? Explain why you felt strongly about these 3 principles?
- To make the product as the actor. I feel like you have to make the product as the "star" in the advertisement so people know what you're trying to say and not making the add on as the "star" or making people confuse about what are you trying to sell.

- Tell the truth. It might sound risking like when you tell the truth some people might just simply thing okay this is good but when the moment they really find the truth and all your advertisement is bullshits, you're done. Because gaining trust when you've lost it is such a big deal
- It has to have a personality. When it has no personality people can just like other company's product that has the same product but have more personality in it.

Lecture 2/Tutorial 2 (08/09/17)

We are given 2 lectures to cover the 1st week lecture. We’re asked about what is advertising for? So, there’re various answers like to make money, sell product, communicating, gain awareness. And we talk about the lecture that when you make something you have to be persuasive. We also talk about 10 Bernbach’s Principles:

1. Look at the core value to the product and look at the business market
2. Make your product as the actor
3. The line and graphic must support and enhance each other
4. Must have personality
5. Don’t use too much gimmick if it’s useless
6. Tell the truth
7. You can make as great as you want
8. Don't make it simpleminded but single minded
9. Don't always play safe. Be brave!
10. It have to stand out 

And then we talk about marketing. Marketing means buy or trade. It is the activity, institutions, and processes to create (to fill the gap), communicate, deliver and exchange offerings that have value for customers. They have to maintain the same strategy to be able to stand.

Forum Question
Marketing 

1. In your own words and in your opinion, what is the single most important difference between advertising and marketing?
For me the difference between advertising and marketing is that advertising is part of marketing that take part in mostly visual side to gain consumers attraction and make them believe that what are you trying to promote is trustworthy while marketing work more on planning the strategy that they're going to do in order to get more money, like trying to find the gap in the business market to fit in.

Lecture 3/Tutorial 3 (15/09/17)
The lecture started with the question “Are you creative" and “How do you know". So, creativity is the act of turning new and imaginative ideas into reality. Creativity is characterized by the ability to perceive the world in new ways, to find hidden patterns, to make connections between seemingly unrelated phenomena, and to generate solutions. Creativity involves two processes: thinking, then producing. Mr. Vinod then showed us some videos of Old Spice Ads to show us the evolution of advertisements throughout countries and the years. Last topic on today's lecture is effective advertising message by segmenting a consumer market. There are four categories:

1. Behavioristic 
2. Geographic 
3. Demographic 
4. Psychographic 

Forum Question
Creativity & Marketing
1. Describe creativity in your own words.
Creativity is the ability to make something that is new, original, different, and unique.
2. Is Marketing Evil?
Sometimes marketing is evil. Because in the end of the day they're just trying to sell their product and aiming for money. They could use any possible idea to get the money even if you have to lie to your target audience, they just don't care about it. But in some cases they can also just be honest and okay if they can't sell their product.

Lecture 4/Tutorial 4 (22/09/17)
We actually didn't have class due to public holiday. But Mr. Vinod posted the lecture slide online for us to read and explain it again in the next week. Advertising is defined as the placement of announcements and persuasive messages in time or space purchased in any of the mass media by business firms, nonprofit organizations, government agencies, and individuals who seek to inform and or persuade members of a particular target market or audience about their products, services, organizations, or ideas. Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. Advertising is just one component of marketing. As part of marketing there are also market research, media planning, public relations, product pricing, distribution, customer support, sales strategy, and community involvement. We're also told the explanation about:

• Product differentiation (or simply differentiation) is the process of distinguishing a product or service from others, to make it more attractive to a particular target market. 
• Market segmentation is the process of dividing an entire market up into different customer segments. 
• Positioning is how you provide your product or service brand identification as you go to market. 

Advertising practices in support of marketing:

1. understanding the target audience 
2. the planning processes 
3. the creative process 
4. reaching the target audience 
5. integrated marketing communications 

Forum Question
Advertising vs Publicity
1. We have come to understand that Advertising is a paid form of communication and persuasion. If Publicity is free form of communication and persuasion, wouldn't it make sense for Marketing to use a free tool like publicity to communicate and persuade rather than Advertising?
For me if we use publicity without a good advertising it still wouldn't be persuasive enough. Some publicity might be positive or also negative that will still determine a product high or low sale. Positive publicity and advertising will communicate effectively to the consumer that we aim for.

Lecture 5/Tutorial 5 (29/09/17)
Today we learn about roles and responsibilities of an advertising art director. An advertising art director is someone who comes up with innovative ideas for the visual elements of an advertising campaign in all kinds of media; cinema and television, internet (digital/viral marketing), posters, press and radio.

Art Direction is the visceral resonance of how a piece of work feels. In other words, what you feel in your gut when you look at a website, app, or any piece of design work. Usually described in touchy-feely words like elegant, grungy, retro, and more.

An art directors’ task is to take the twisted headline or twisted visual and enhance it in such a way that it resonates at an emotional while the crafting, choice of typeface, the layout the visual sense, the eye for detail, observation, keen insight, etc. are all important attributes of an advertising art director.

Forum Question
Creative Director vs Art Director
1. Is there a difference between a creative director and an Art Director? Do both occupations share any similarities?
From my understanding yes there's a difference between creative director and art director. Creative director works on the concept, idea or like the message that they want to deliver. While art director works on maintaining the group, the visual, softwares and keeping the concept in the artwork. But the two occupations do shares similarities like they both aim for the consistency in the concept and result of the works.

Lecture 6/Tutorial 6 (06/10/17)
So we start today by submitting our Project 1. Then Mr Vinod tell me and Kumail to do the lecture presentation, he also shared two videos about marketing strategy speech by Steve Jobs and advertising agency task by Derren Brown. Mr Vinod also listening to our presentation and help us on the presentation.

An advertisement might be an evil if it didn’t communicate the message successfully . We talak about the politic advertising that attacks each other we also talk about the coke advertisement, they try to remove the cultural issue with their advertising. That the problem actually doesn’t really matter

Forum Question

Ethical Conundrum in Advertising

1. A free-market economy is based on informed consumers making rational choices.
However, Noam Chomsky alleges that Advertising (& Marketing) creates uninformed consumers who will make irrational choices
Now, where do you stand on this argument?

I don't agree with what she said cause nowadays the companies are targeting their product to Generation Y which is more rational than the previous generation. The don't only look for the advertisement online and offline but they also collect the reviews and feedback online and also offline given to the product before they actually thrust and but it. If a company didn't advertise and market their product nicely how can they market it and try to gain consumer's thrust and loyalty. Advertising helps people to get an idea and information about what kind of product is it and what is the value of that product also what makes it different from other product even though in the end you're free to choose what you want. But in the other way some products might have already advertise their upcoming new product that'll be on pre-order and suddenly have a problem with the manufacture that give a bad feedback and make the thrust from the consumers gone like for example Samsung Note 7.

Lecture 7/Tutorial 7 (13/10/17)
This week we’re told to fix our Project 1. Leanne and Vicky did the lecture presentation.
We need a strategy to be able to choose which media to use. With media plan you'll decide when and where to deploy. It's an aspect of a strategy. The media strategy is more about how will the message will be communicated. The media choosen is a platform to show nd convey the message and big idea of the company and it have to fit and make sense.

Forum Question
IMC vs Media Mix
1. In your own words, briefly explain the difference and similarities between Integrated Marketing Communications and Media Mix.
Media mix is the use of different type of media to advertise the campaign or product, like nowadays a lot of companies use the online social media platform.

IMC is the one that maintaining the same massage and the consistency that are being deliveredusing different medium.

The similarities is that they're working to convey the message and make it consistent

Lecture 8/Tutorial 8 (27/10/17)
We we’re told to finish the Project 2 as most of us haven’t finish it so we don’t have lecture today.

In Class Challenge 

Week 3
Brainstorm

Figure 1, Brainstorm

We did a brain storming session with Mr Vinod to help to find ideas for our sketches. The keyword is 'Japanese Speaking Classes' and then we it breaks up to use 2 main keywords which is Japanese and Speaking and then we try to come out with anything related to the keyword. From this exercise, we have an understanding on how to pick the main keywords and try to come out with what related to that keyword and mix it to try to come out with a sketch.

Understanding Segmentation
For this exercise we’re divided in random groups of 2 or 3 and I'm in the group with Arif and Chloe.

Figure 2, Understanding Segmentations

Figure 3, Answers

Modified answer:
Geographic segmentation is the collection of data based on that spesific location that we’re looking for. It is used as a business marketing tool to find the most suitable way to reach customers and assess their behavior based on where they live. This is to make sure if the products and services are being targeted correctly to the company's consumers. Example in Malaysia, we may have a lot of public holidays or celebrations to make a promotion like sale but public holidays or celebrations are different in every country.

Week 5 

Advertisement strength and weakness
Again we’re separated in different group of 2 or 3 and try to identify 2 advertisements, I’m working with Arif and Kumail on the condensed milk advertising and working alone for the other one.

Figure 4, Dairy Champ Advertising

Figure 5, Dairy Champ Advertising

Figure 6, Dairy Champ

1. USP: prepared from quality cow's milk and is rich with vitamins
2. Combining popular person with popular dish that goes well with the product.
3. Strategy: humor
4. Visuals(image of the product etc. ), headline, logo, tag line.

Strengths
:shocking visual because it's unusual for this kind of product to use this humor as strategy.
: Visually attractive because of vibrant colors
: Not a typical "safe" ad. (competitors don't usually do this kind of advertising)

Weakness
: Targeted only to Malays
: Headline not standing out
: Too many elements to focus on

Alternative idea:
Make it simpler, for example just remove the call out, or put the can in the middle with her face on it, so viewers can focus on the product they are selling instead of Ais Kacang

Figure 7, Rogol Advertising

Figure 8, Rogol Advertising

Figure 8, Rogol Advertising

Figure 9, Rogol Advertising

1. SMP/UMP : Itu adalah rogol
2. Creative idea : showing the real situation of the woman abuse
3. Strategy : use shock amd guilty feeling
4. Ad elements : visual(photo), tagline, contact number, border, name of the organisation

Strengths
: shocking visual makes the audience feel why we have to be aware of it
: the visual is interesting that they use real photograph

Weakness
: Targeted only to Malays
: Targeted only for woman

Week 6

For this exercises we’re divided in random groups of 2 or 3 and I’m in the group with Beatrix and Yauyi.

In Class Challenge 1
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.
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 humour, 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 10, In Class Challange

Figure 11, Volkswagen Advertising

In Class Challenge 2
For decades, we’ve been celebrating everyday ingenuity by inventing products to help fix, ship, mount, make and create. For every problem, there’s a solution. For every project, there’s the Scotch™ Brand.

Product: Scotch Tape
SMP: For every problem, there’s a solution. For every project, there’s the Scotch™ Brand.
Size: 134mm x 190mm

Task:
Create a quater page Ad (TheSun newspaper).

Figure 12, Scotch Tape Advertising

Week 6
For this exercise we’re divided in random groups of 2 and I’m in the group with Beatrix. We’re asked to make a type expression from the word “FOOD”. So, we come out with a lot of sketches but Mr. Vinod choose 1 of it for us to digitalize.

Figure 13, Type Expression Sketch

Figure 14, Type Expression Sketch

Figure 15, Type Expression Digitalized

Introduction

Exercises (25%)

The Brief
Idea Sketches

Duration of Assignment
8 Weeks (Briefing on Week 1)

DEADLINE
Week 9

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).
1. Weird, wild, wacky and off the wall ideas are welcome.
2. Negativity is not welcome
3. Build on ideas. Don't shoot them down.
4. All ideas are welcome and respected.
5. Do not censor yourself. Just say it.
6. No interruptions from outside allowed (That includes cell phones).
7. 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
1. A4 Sketch papers, in an A4 Clear Sheet folder, documented logically and chronologically. The works must be labelled and dated.
2. 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
1. To develop students ability to ideate effectively.



Sketches

Figure 16, Mind Map

Figure 17, Week 1

Figure 18, Week 1

Figure 19, Week 1

Figure 20, Week 2

Figure 21, Week 2

Figure 22, Week 2

Figure 23, Week 3-4

Figure 24, Week 3-4

Figure 25, Week 3-4

Figure 26, Week 3-4

Figure 27, Week 3-4

Figure 28, Week 5

Figure 29, Week 5

Figure 30, Week 5-6

Figure 31, Week 6

Figure 32, Week 6

Figure 33, Week 7

Figure 34, Week 7

Figure 35, Week 7

Feedback

Week 1-2

Most of my idea are not related to the topic so most of it don't really fit. For the sketches review from my classmates, sketch no.1 looks creepy. Sketch no.2 looks ok but will better if I change the logo to something la potatoes. They said that sketches no. 1 and 5 actually can be combined together to make it looks more like hybrid. Sketch no. 8 is quite like the hybrid because I combine the brain with the so-called monsters of ideas. As for the one that have the most potential is the ais kacang but I need to work on it more like instead of putting the stuffs outside the ais kacang I can just put it inside the ais kacang.

Week 3
From the feedback given to me most of my sketches that works related to food like the ais kacang and I get another idea from that, also have possibilities and could have leg. The hybrid animal also could work.But I still have a lot of idea that doesn't work, and not on message.

Week 4
Some of the idea works but the line doesn't really works well so I have to think about the line again. Like the doughnut worry and also the pocky brush. most of it doesn't works because it's a stuck idea I just put like random things because I don't know what to add more

Week 5
My first idea works well and have legs, it related to what gen y likes and humorous so it could be easily remembered. My second and fourth idea can also works and have legs but I need to fix the visual. as for the fifth idea it might works but I need to fix the headline.

Week 6

My first idea works well and have legs, it related to what gen y likes and humorous so it could be easily remembered. My second and fourth idea can also work and have legs but I need to fix the visual. as for the fifth idea, it might works but I need to fix the headline.

Week 7

General feedback:

Mr. Vinod say that most of our presentations are not good, we didn’t observe before we coma out with a a conclusion. And some of us also didn’t put the source and only put pictures to fill the pages. So basically we all have to revise it again.

Specific feedback:

I have 2 ideas that works and 3 ideas that might have legs. I need to explore more on my accepted ideas to see if the legs works and explore on the headline.

Week 8 

General feedback:

Analysis is not the same thing as conclusion. Before making the conclusion, analyze it first than conclude. Be careful on choosing what words to use and not being to hard on our own opinion.

Specific feedback presentation and blog:

Make the introduction’s what, why and how not that complicated and mixed with one another. In the introduction’s conclusion separate it with the analysis. Fix the blog, resize the words and add the books.

Specific feedback 10 sketches:

Try to work on the color idea and see if it works.

Reflection

Week 1
Experience
I don't really have idea about what we should draw so I just find out what is hybrid and just sketch anything.

Observation
Because it's public holiday I kind like do the work so slow and not working much.

Findings

I find that maybe I should've find out more about it to come out with a better idea as a starting.

Week 2
Experience
I found that our lecture is so helpful and the class is so fun that I pay may attention even though it's 8am in the morning.

Observation
This subject really need so much reading even to get an idea, which I usually do online but I never saved where I read it. This might be a problem for me but I hope I can go through this.

Findings
Maybe I need to practice to read more books than before so that I can have a good experience on reading so many book which also one thing that I'm not good at because I'll need more than 3 weeks to finish just 1 book.

Week 3
Experience
I started to ask a lot of people like my family for any hybrid idea or whatever they know because I started to kind like have no more ideas.

Observation
I started to research online about hybrid and hybrid designer and even ask some senior to help me understand about hybrid designer.

Findings

I find that I kind like start to lose a lot of idea that I found but I just simply forget because I didn't write it down.

Week 4
Experience
I found that this first few weeks got a lot of public holiday that also makes me so lazy to do stuffs even my assignments that I kind like start to lose the track of my works.

Observation
Again and again I procrastinate while working, I didn't write down my ideas that I found or even doing it right when I get the idea.

Findings
After so much work for this exercise and starting project 1 I don't know why I can't really understand things but I'll still try to understand it slowly.

Week 5Experience
I started to can't think about any idea and keep on asking people on any suggestion even though I still take it but I change it a bit because I don't really like their suggestion.

Observation
I started to think about ideas from social media or any funny idea that connect to the target audience even though it might not work.

Findings

I really need to find a good line for my thing, I'm quite bad at it but I try to find a funny one or maybe a good one? Maybe? And even some lame one.

Week 6
Experience
I found that the work is kinda so many that I couldn't set the time correctly, the result also not so good and kind like mediocre as it's my first time making a presentation like that and also still have to think about sketch idea.

Observation
This time as the pressure is even more because the time left is not much I didn't procrastinate and start doing my work day by day, little by little but it still stacks on the last day and the result is no enough sleep.

Findings
I'll need to start working day by day for my assignments and try to make it work with the fact that there're also another assignments to do so I'll try to do that more.

Week 7
Experience
I kind like found stupid ideas on the last few week that could actually work but I kind like lose the control after the feedback as we're doing the same thing like last semester student have done.

Observation
It's kind like unfair, even though it's our fresh own idea that we don't even refer or see what the senior have done as long as it's the same idea like what they did we're said that we take their idea and we can't use the same idea because we're just copying them. That's unfair for me.

Findings

I find that maybe we can do the same thing, like why not if let's say that the same idea that have different execution and twist on the idea could even work better. It's kind like a pressure that we're said that someone have done this someone have done that.

Week 8
Experience
I feel bad that some of us still don't have a legit idea and they have to work again. Their idea are already good for me maybe just the understanding and the way it's shown it's not really the right way.

Observation
The class yes we work as a group but I don't think we really work good as group as some of us kind like have fun on their own while the other are explaining or even some who ask for ideas they don't want to share but when they need one they keep on asking at other people for one like forcing them to give.

Findings
We need to work better as a group, we are doing it a bit, help each other, support each other, and more of it respect each other, you can use someone's idea after you see it but after that don't claim the previous idea as something lame, it's disrespectful and arrogant. Respect other and other people will also respect you. Help other if you want someone to help you.