Advertising Principles & Practice : Project 1

03/04/17 – 01/05/17 (Week 2 – Week 6)

Agustin Wijaya (0327453)

Advertising Principles & Practice

Project 1: Insight

Lectures

Week 2

3. Advertising & Marketing

This week, Mr Vinod introduced us a new element related to advertising which is 'Marketing'. The word 'Advertising' and 'Marketing' was defined separately then linked on how it related to one another and how is it important to have marketing in advertising, as the 4P's in marketing is shown and explained.

Outcome of the lecture :

- "burn the word 'value', it's not about communicating things but value"

- "informations of people in different areas become crucial in order to get a point, a tangible idea."

- differences on advertising and marketing

4. Decoding : An Advertisement and Advertising Campaign

Other than marketing, here we learnt on how the process of single advertising and advertising campaign works as examples were presented. After lecture, we were given our first in-class exercise which is to find an advertising campaign and identify the SMP, creative idea of the ad, as well listing the elements had on the advertisement selected.

Outcome of the lecture :

- Every ads came out with SMP, strategy, creative ideas and the elements visualised.

- Ads has two different concepts, single advertisement and advertising campaign.

- single advertisement is an advertisement which couldn't been explored in several different variations, whereas the advertising campaign came up with ideas that could relate to another.

- Advertising Campaign is known as 'ideas with legs."

Week 3

5. Creative and Creative Ads Message for a Specific Target Audience

This week's lecture is focused more on the word 'creative' as stated on the lecture name. Firstly, we were asked if we were creative, which some approve, some are not confident enough to answer and so on. Then, the lecture started where Mr Vinod explained what is the word 'creativity' in his own definition and in general, as well as how it works and it is related to advertising, which is the process of making an advertising message.

Outcome of the lecture :

- Creative is when your imagination could turn to reality (break it to create), if not it’s just

that you're imaginative.

-  Understanding target audience is not always based on a person stating that this person

is a representative but having some research to get the majority.

- Understanding target audience can be done in 4 segmentations include ;  Behavioristic 

segmentation, Geographic segmentation, Demographic segmentation and Psychographic 

segmentation.

- “In order to be creative, you need to be able to view things in new ways or from a 

different perspective. "

- "Creative ads are unexpected"

- “[The] best way to understand who your customer is, is to be your customer”  – Dino 

Dingo

Week 4

6. Advertising Practice in Support of Marketing

This week, Mr Vinod gave us lecture about advertising and marketing in depth. The

explanations include the understanding of free-market economy, marketing objectives 

(product differentiation, marketing segmentation, positioning) alongside its life cycle and

several tips of advertising in support of marketing. The lecture ended with the expectation
of us to review and learn more about this topic ourselves.

Outcome of the lecture :

- more comprehension and relation of advertising and marketing,

- how the life cycle of the marketing objectives works,

-  product differentiation is how you design your brand in a way that will show your 

brand identity.

- marketing segmentation is how you sell your product with the targeted audience with 

strategy and ideas.

- positioning is how you design your product that will visualises the quality; how you want 

your product to be; upper-class / middle-class / lower.

Week 5 

7. Roles and responsibilities of an Advertising Art Director

As Monday was a public holiday, Mr.Vinod asked us to self-review this lecture instead. This

lecture is telling us about how art director involves in advertising and how this role works 

and how it is important to have an art director in advertising.

Outcome of the lecture :

- Differences between art director and advertising art director,

- Art director in under Creative director alongside copy writer.

- Creative director is the one who conducted the idea while art director is the one who is 

responsible towards its execution that shall deliver the message. These 2 occupations has 

to guide the whole process of the throughout project and be able to deliver the message in 

a way that will be understood easily to the audience.

- "In advertising, the art director simply ‘borrows’ from the world around us, and recreates 

new things out of it."

- "Advertising is not just the form of the visual but how it will communicate to the audience 

as its goal is to make it delivered easily in a view that will receive a good response and 

reaction."

Week 6

There's no lecture this week due to Monday's public holiday as we focus more on the 

Project 1 submission.

Instructions

Project 1 (15%) 

The Brief

Insight. (Taylor’s Design School)

Duration of Assignment

4 Weeks (Briefing on Week 2)

DEADLINE

Week 6 (1 May 2017)

Description

The student has the task of researching and analysing the brand/product: The Design School for the purpose of developing “insight” that will eventually be used to develop creative and effective advertising message.

Figure 1. Taylor's University Logo

The brand: The Design School @Taylor’s University

The product: The Design School (See figure 8.) 

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

Target Audience: Gen Y.

Figure 1. Brand logo.

Students will need to gain “insight” into; the brand & product using SWOT analysis; the target audience using market segmentation; and the competition by identifying their USP/SMPs and through the analysis of their respective advertising strategeis.

There are two types of research approaches that you will use inadvertently: 1) Primary research and 2) Secondary research. Primary research entails you physically handling/visitng/using the product/brand or talking to a sales person or visiting the retail outlets/company/institution, etc. Secondary research entails data gathering from, websites, magazines, journals, previous advertisements, literature, etc. You will approach this by looking into the 3 areas mentioned below:

1. Brand & Product insight

To do the above you will need view the links below:

• What is SWOT analysis? 
  http://articles.bplans.com/how-to-perform-swot-analysis/ 
• What does the end result of a SWOT analysis look like? http://www.mbaskool.com/brandguide/fmcg/2372-durex.html 
• Visit the institution, Speak to the sales and marketing people, identify key informers and contact them to obtain any key insights. 
  2. Target Audience insight 

• Segmentation for Gen Y: Behaviouristic, Geographic, Demographic & Psychographic 
• Who are they? What do they look like? What motivates them? What are their beliefs? 
• Empathy: What they say? What they do? What they feel? What they think? 
  Its good to know what people always do (Behaviour), that’s knowledge. But its even more important to know why they do the things they do (Motivation), that’s insight. If you know their motivation you can predict their actions, that’s foresight. If you can predict their actions you can take advantage of the outcome, that’s power.

Always try to seek and understand the, bigger picture and the deeper motives.

Resource:

http://www.netmba.com/marketing/market/segmentation/ http://study.com/academy/lesson/generation-y-definition-characteristics-personality-traits.html http://www.generationy.com/about-generation-y-in-the-workforce/characteristics/ https://www.youtube.com/watch?v=JEDXSZBeYQ8

3. Competitors (Malaysia Only)

• Who are the competitors? (SWOT analysis) 
• How and where do they advertise? 
• What is their advertising strategy? (USP/SMP) 
• What do their Ads look like? 
• What is the difference in the product? 
• How is it sold?

0. Requirements 
   The student must document the above research and analysis in their eportfolio and A4 hardcopy portfolio. The results of the research must be collated, analysed 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. 
   Submission 
1. All gathered information (failures, printouts, websites, images, charts, etc.) documented logically and 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 the duration of the project in one post. 
3. Powerpoint presentation of final analysis: Brand/Product, Target Audience and Competitor. Printed as a handout, 4 slides per page. 


Objectives 
1. To develop students ability to gain and utilise insight for effective advertising 

ASSESSMENT CRITERIA

Researches

Week 3

Brand / Product Insight

Primary Research

I summarised and compiled the brand/product which is Taylor's Design School in a SWOT analysis.

Figure 2. Taylor's Design School SWOT

Secondary Research

To get more brief about the brand, I took a look at the booklets of both old and most recent version of Taylors Design School. Also, I visited Taylor's University website to get Taylor's Design School informations in depth. 

Figure 3. (Left) Old booklet, (Right) Most Recent Booklet of Taylor's Design School.

Taylor's Design School has 6 different programmes, includes :

- Foundation in Design intakes January, March, July (1 year programme)

- Foundation in Arts intakes January, March, July (1 year programme)

- Diploma in Interior Design intakes March, August (3 years programme)

- Bachelor of Arts (Hons) Interior Architecture intakes March, August (3.5 years programme)

- Bachelor of Arts (Hons) in Graphic Communication Design intakes March, August with the option of dual award with University of Newcastle, Australia. (3 years programme)

- Bachelor of Arts (Hons) in Interactive Multimedia Design intakes March, August (3 years programme)

Taylor's Design School has 4 aspects as its speciality, includes :

- Industry Exposure : Students participate in Local & International Design Showcase & Competitions

- Industry collaborations, Industrial Attachments, CSR projects : Students showcase their projects via Graduate Showcase event

- Wide Artistic Influence : Lecture Series, Professional Exhibitions, International Workshops

- Internationalisation : Activity Week, Asian Cultural Exchange, Field Trips, Site Visits

Taylor's Design School Achievements are as follows :

2011

- IDCS SPADE Best Design Award : 3 Golds (Design Project Concept, Spatial Design & Planning and Creative Lighting Application), 4 Silvers (Design Project Concept, Creative Material Application, Spatial Design & Planning and Creative Lighting Application), 1 Bronze (Spatial Design & Planning), Honorary Mention (Creative Material Application)

- MSID 5 Belas Interior Design Competition : First Prize (Residential Design), Second Prize (Institutional Design), Third Prize (Montage Design), Best Use of Character Award (Kuala Lumpur 48 Hour Film Project : The No Idea Production won with their short film 'Escape')

2012

- Hyundai Rev-It-Up Challenge Take 2 TV Commercial Competition : First Prize, Ideation Award Malaysia (Third Place)

- Institution of SPADE Awards 2012 : Gold, Silver & Bronze Awards as well as Honorary Mention (Corporate Category), 1 Gold Award (Exhibition & Retail Category), 1 Silver Award (Commercial Category), 

- Interior Design Confederation of Singapore (IDCS) Spade Awards : shotlisted as top 10 Best Video at BMW Shorties.

2013

- Malaysian International Furniture Fair (MIFF) Furniture Design Competition : First Prize (Young Talent Category)

- iSaloni International Furniture Exhbition Milan, Italy : Represented Malaysia

2014

Figure 4. Calvin Tanata & Muhammad Izwan

- Kancil Students Awards 2014 : Bronze Winners (Calvin Tanata & Muhammad Izwan)

2015

Figure 5. Wood Pencil Winners (New Blood Category)

- D&AD Awards, London 2015 : Wood Pencil Winners (New Blood Category) Vivi Chandiana & Romario Suwandy

- Malaysian Institute of Interior Designers (MIID) : Nippon Paint Reka Awards (Student Category)

2016

- QS World University Ranking : #1 Private University for Art & Design in Malaysia

Taylor's Design School Facilities are as follows :

Figure 6. Carpentry Workshop

- The Carpentry Workshop allows students to visualise and translate their ideas from a concept into a solid, presentable form.

Figure 7. Photography Studio

- The Photography Studio is equipped with a range of lamps, diffusors, reflectors and a variety of backdrop materials.

Figure 8. Design Mac Lab

- The Design Mac Lab is equipped with the latest industry standard design software and hardware.

Figure 9. Drawing Room

- The Drawing Rooms are equipped with easels stands and drawing tables and are dedicated spaces for students to learn the use of a variety of media and materials.

Figure 10. Printmaking Room

- The Printmaking Room provides hands-on exposure to the printmaking processes using a variety of printing techniques and book binding.

Figure 11. Multimedia Lab

- The Multimedia Lab is equipped with powerful machines that allow students to work on 3-dimensional (3D) and animation projects, pushing the boundaries of digital expression.

Figure 12. Centre Of Design and Architecture (CODA)

- CODA, A dedicated space where students are able to conduct art exhibitions and display their work in a public setting while observing the responses of viewers. International artists are also invited to display their artwork in the gallery from time to time.

Some on how they expose Taylor's Design School : 

Figure 13. Taylor's Design School Ad (1)

Figure 14. Taylor's Design School Ad (2)

Week 4

Target Audience

Primary Research

Taylor's University target audience are students and their parents.

Students

1. Behaviouristic Segmentation

- Average Household Income RM7K+

2. Geographic Segmentation

- Urbanites primarily in Central area, secondary EM region (72% C, 11% EM)

3. Demographic Segmentation

- Majority 15-19 years

- Majority of the student population are females (61% skewed Female)

- Ethnicity skewed primarily Chinese, secondary Malay (52% C; 18% M)

4. Psychographic Segmentation

- Often listen to radio

- When I need info, the first place I look is the Internet

- While watching TV, I search the internet for product advertised

- I tend to be influenced by comments / reviews posted online

Parents

1. Behaviouristic Segmentation

- Average Household Income RM7K+

2. Geographic Segmentation

- Urbanites primarily in Central area, secondary EM region (72% C, 11% EM)

3. Demographic Segmentation

- Majority 40-54 years

- Ethnicity skewed primarily Chinese, secondary Malay (52% C; 18% M)

- Urbanites primarily in Central area, secondary EM region (72% C, 11% EM

4. Psychographic Segmentation

- I will pay more to get a luxury brand

- I always buy brands my children prefer

- I tend to be influenced by comments / reviews posted online

- The internet allows me better understanding of the product / brand

Secondary Research

To start with, I searched and found several resources about the definition of Gen Y.

- businessdictionary.com : The generation of people born during the 1980s and early 1990s. The name is based on Generation X, the generation that preceded them.

Members of Generation Y are often referred to as "echo boomers" because they are the children of parents born during the baby boom (the "baby boomers"). Because children born during this time period have had constant access to technology (computers, cell phones) in their youth, they have required many employers to update their hiring strategy in order to incorporate updated forms of technology. Also called millennials, echo boomers, internet generation, iGen, net generation.

- oxforddictionaries.com : The generation born in the 1980s and 1990s, comprising primarily the children of the baby boomers and typically perceived as increasingly familiar with digital and electronic technology.

- smh.com.au : Those born between 1981 and 1994. Common put-downs include lazy, debt-ridden and programmed for instant gratification. They are portrayed as demanding and unrealistic in their career aspirations. Now we can add "internet-addicted" and "lonely" to the list.

then I compiled how is Gen Y in segmentations :

1. Behaviouristic Segmentation

As Generation Y use internet very frequent, it is proven that Generation Y tend to buy things online, with the platform of Facebook.

"Another significant characteristic of Generation Y is its high purchasing power compared with other generations (Ang et al., 2009; Farris et al., 2002) and eagerness to participate in online purchasing. Generation Y are familiar with the Internet usage and more receptive to the adoption of technological innovations (Kotler & Armstrong, 2010, p. 98; Pricewaterhouse Coopers, 2009)."

"Facebook were used because the total Facebook population in Malaysia reached 12 million, which meant that 68 percent of Malaysia’s internet population owned a Facebook account (Internet World Stats, 2014)."

Gen Y tends to purchase things in a characteristic of buy-now-pay-later behaviour, as stated :

" The same phenomena happened in Malaysia Generation Y, according to OCBC, Generation Y has characteristic of buy-now-pay-later behaviour, this created a market opportunity for this market segments (The Star, 2013)." 

It is surveyed that Gen Y tends to buy a certain a product from the brand itself. 

"In term of branding, Generation Y sees a reputable brand as an indicator of one’s status and is therefore willing to pay extra for a preferred reputable brand (Farris, Chong, & Dunning, 2002; O’Cass & Choy, 2008). In addition, according to Aaker (1997), branding is even more important in Generation Y as this generation use brand to express themselves." 

Gen Y is told to be a less loyal customer compared to the previous generation, but not really.

"In terms of loyalty, bearing in the mind that Generation Y has been exposed to various options and choices in purchasing products or services (Evelyn et al., 2011), this group of consumers is seen to be less loyal to one provider compared with other generations (Greene, 2004; Lazarevic, 2012). However, a study from Oracle indicates that Generation Y is loyal, but only to the brands which can match its interest."

Based on survey conducted, it is stated that most Malaysian Gen Y know and prefer local brands. 

"Made in Malaysia products feature prominently in the lifestyles of the country’s Gen Y-ers, largely due to brand familiarity and a sense of national pride, according to a survey on the shopping appetites of Asia’s young."

Malaysian Gen Y top brands purchased as of 2016 :

Figure 15. Top brands purchased by Gen Y as of 2016

2. Geographical Segmentation

Figure 16. Malaysia's population in cities as of 2010

This is Malaysia’s population by cities as of 2010 taken from Wikipedia. As shown, Kuala Lumpur leads, followed by GeorgeTown and Ipoh.

3. Demographic Segmentation

Gen Y dominates almost half the percentage in Malaysia, as proven :

Figure 17. Malaysia's population based on age in 2016

"Gen Y, who we define as those aged 18-34 in 2016, now make 44% of the population in Malaysia." - Daily Woob

4. Psychographic Segmentation

I found a research on Gen Y interests in Malaysia, which is shown below :

Figure 18. Malaysia's Gen Y interests

Other than their interests, I found out their media habits :

Figure 19. Malaysia's Gen Y Media Habits

Figure 20. Media Consumption of Gen Y 

It turned out that Gen Y in Malaysia rely more on TV compared to internet which is the second place.

Gen Y's most defining charateristic, how it is different from other generations, as listed :

- Gen Y often has a feeling of entitlement. However, that is not true for everyone in my generation. In fact, we are witnessing a dislocation between the Gen Yers and Millennials who have their stuff together and those who are struggling to gain real-world traction.

- Gen Y is NOT tech-savvy. We are tech-dependent. We often don’t know how technology actually works, only that we can’t live without it. 

- Gen Y loves instant gratification. We are notorious for not being able to wait in line—especially when getting coffee!

- Gen Y is known for having big expectations but not always knowing or valuing the steps involved to reach those expectations.

Week 5

Competitors (Malaysia Only)

Primary Research

As stated from the SWOT analysis above, the competitors of Taylor's University are The One Academy (TOA) and Lim Kok Wing.

The One Academy (TOA)

Figure 21. The One Academy Logo

Figure 22. The One Academy Building

- The One Academy is focusing more on train masters as well as their strength which is their strong industrial partners, for an instance, Pixar.

- Dual award (degree) with Hertfordshire,  IA & Design (by Hertfordshire).

- They put advertisements and campaign more in order to promote their university.

- They have the highest paid fees.

LimKokWing

Figure 23. LimKokWing Logo

Figure 24. LimKokWing University

- LimKokWing focuses more on the industrial skills, employability.

Secondary Research

I took a look at their websites and fb page to find out more informations and compare, too.

The One Academy (TOA)

Figure 25. The One Academy Website

Figure 26. The One Academy Facebook Page

The One Academy is a MQA-accredited college with MSC-status, carrying formal affiliations with reputable design universities and colleges worldwide. The One Academy's 'Masters Train Masters' teaching philosophy that provides 'Just World Class Results' has enabled students to experience heightened evolution in concept development and creativity.

The One Academy offers several different and more programmes, as follows :

- Foundation in Communication Design intakes May

- Foundation in Interior Architecture intakes May

- Diploma in Multimedia Design intakes January, April, August

- Diploma in Advertising & Graphic Design intakes January, April, August

- Diploma in Digital Animation intakes January, April, August

- Diploma in Illustrations intakes January, April, August

- Diploma in Interior Architecture intakes January, April, August

- Diploma in Fashion Design & Pattern Making intakes March and September

- Diploma in Fine Arts intakes January, April, August

- Bachelor of Arts (Hons) in Interactive Media Design intakes May

- Bachelor of Arts (Hons) in Graphic Design intakes May

- Bachelor of Arts (Hons) in Interior Architecture and Design intakes May

The One Academy has strong industrial recognitions as well. Some Screenshots :

Figure 27. The One Academy Industrial Recognition

The One Academy facilities are as follows :

- 2D & 3D Animation Labs, 

- Audio Visual Hall, 

- CG Lab, 

- Digital Art Lab, 

- Digital Print Room, 

- Game Room, 

- ID Drafting Room, 

- ID Material Library, 

- Incubation Lab, 

- ID Lab, 

- Multimedia Labs, 

- Photography studio, 

- Recording Studio, 

- The One Gallery, 

- Ubisoft Incubation Centre

How they promote their products :

Figure 28. The One Academy Billboards

Figure 29. The One Academy Ad (2)

LimKokWing

Figure 30. LimKokWing University Website

Figure 31. LimKokWing Facebook Page

Courses offered in LimKokWing for Art&Design are as follows :

- Foundation in Built Environment (2 years programme)

- Foundation in Design (2 years programme)

- Diploma in Graphic Design Technology (3 years programme)

- Bachelor of Arts (Hons) of Creative Imaging in Digital Photography (3 years programme)

- Bachelor of Civil Engineering (4 years programme)

- Bachelor of Design (Hons) in Transport Design (3 years programme)

- Bachelor of Design (Hons) in Professional Design (Visual Communication) (3 years programme)

- Master of Arts in International Contemporary Art & Design Practice (2 years programme)

Facilities provided by LimKokWing :

- Design Exploration Gallery

- Fashion Workshop

- Branding Innovation Centre

- Photography Lab

- Wings 3D Prototyping

How design course is advertised by LimKokWing :

Figure 32. LimKokWing Ad (1)

Figure 33. LimKokWing Ad (2)

Week 6 (Submission)

Forum Questions

Week 1

1. In your view – based on what you have heard and discussed – is advertising relevant today?

2. From the 10 principles mentioned, list 3 principles that you felt strongly about? Explain why you felt strongly about these 3 principles?

Answers

1. Advertising is pertinent nowadays because it is important to have strategic ideas and marketing plans in advertise and or sell product which done by advertising. It is a smarter and more efficient way to captivate audience's attention.

2. - (1) "Go to the essence of the product. State the product's essence in the simplest terms of its basic advantage. And state this both tangibly and memorably." I personally find that it is more effective to advertise things by pointing out the big points of the product itself instead of stating every single details of it, otherwise it will look boring and not that attractive.

- (8) "Be simple. Not simpleminded, but single minded. Who has the time or the desire to listen to advertising?" Simplicity of designing an advertisement is important in my point of view as it could explain and deliver the message more clearly with its refreshing, clean look of the visual and content, as emphasis is more shown.

- (9) "Safe ideas can kill you. If it's been done before, your competition will be ready for it. Your only chance of beating the competition is with advertising they've never seen before. Which means you've never seen it before either! Be brave." Safe and common ideas to sell a product is considered lame; advertising is done with the purpose on how to promote the product in a way that it could attract audience's attention to buy it, thus fresh and new ideas is more preferably needed.

Week 2

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

Answers

1. I find that marketing works in communist system in a way that it could reached by everyone regardless their status (rich/poor); they treat and share to everyone equally. However, the equality of this system may seemed unfair to the inventors as there are no necessary copyrights made in the works they have made and varieties are less formed, made it less likely that new outcome of marketing strategies to be established by applying this system.

Week 3

1) Describe creativity in your own words.

2) Is Marketing Evil?

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.

Week 5

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

Answers

1. In my view, what makes creative and art director is the roles in a certain project they are assigned in together, whereas creative director handles the aim, purpose and the concept of the project while art director focuses on how will it portrayed, generated, the visualisations that will deliver the message that creative director has settled.

They both take part in from the process to the outcome of the project where it could meet the client's expectation and also, deliver the message clearly to be understood.

Feedbacks

Week 1

Specific Feedback

- Forum Question : The sentence "smarter and more efficient" is considered as a claim which is not applicable to everyone as people may have different opinions, unless justification is stated.

Week 2

Week 3

Specific Feedback

- Forum Question : it doesn't answer the question as keyword 'evil' is not focused.

Reflection

Week 2

Experience

Getting to learn more about advertising, I feel fun and pressured at the same time; Fun that I see some ad samples that encourage me to get ideas that could, hopefully to that way but pressured in a way that brainstorming ideas is not an easy process as it might seem.

Observation

I observed the in-class exercises made us be more aware towards an ad itself. Also, ideas starts to connect with the SMP as more exploration is done.

Findings

I find that ads are mostly considered successful with either their twisted image/tagline and its unexpected content, which somehow guided me to the ideations. Also, I noted that in order to have an ad it is easier to have a SMP, 

Week 3

Experience

This week lecture and weekly research gave me a wider exploration for the ideation sketches as understanding on how getting information of target audience by several segmentation and brand insight researches is done, not to mention the tips of mind mapping is done as well. However, my ideas start to get away from the SMP.

Observation

I noticed that as ideation keeps on running, it went in a way that we had same ideas towards each other as we are doing the same approach.

Findings

I find that the most important thing to be noted in generating ideas is to look back as the SMP as it is the purpose of the advertisement itself.

Week 4

Experience

This week's lecture is mostly tells us about marketing that I found it confusing so I reviewed the slides myself. In-class exercise was a bit hard in my opinion as we have to come up with tagline that supports two different things at the same time. Researches about target audience were rather tough as demographics and geographic considered specific. Ideation is a bit tough as ideas were mostly used and interpreted in previous sketches.

Observation

I find that ideation of sketches could be done by inspired from daily life activities ; it gives inspiration at times as it could relate to the SMP, as researches could be done more specifically if explorations is more conducted.

Findings

I noticed that a tagline is making an important part of an ad as it could give reactions and seem memorable as well, supporting the visuals. 

Week 5

Experience

This week, I started to get in depth about how advertising relates in industry as lecture was self-reviewed. Researches are guided with the websites and social media platforms of the competitors. Ideations again starting to get stuck as new, fresh ideas rarely conducted.

Observation

I noticed myself observing things around my house could help to the idea sketches, although it doesn't come out as strong.

Findings

I learn and get to know several occupations that requires advertising skills in it. I find that ideations shall be taken in no rush and with clear mind, but take note of the deadline at the same time.

Week 6

Experience

As no lectures explained this week, we focus more on the project submission. I feel nervous as I submitted my work and realised that there are some errors on my research as Mr.Vinod's rough feedback was given.

Observation

I observed that I didn't do things enough.

Findings

I find several things that should be taken notice on doing the research presentations in order to make it more presentable.

Book of the Week

Week 2

1. Advertising Concept & Copy : Third Edition by George Felton

Figure 34. Advertising Concept & Copy by George Felton

This book is an advertising book that divides its part into 3 : strategy, execution and the toolbox. I read and focused more on the first part since I'm finding ways and tips of getting new ideas in terms of advertising. In this book, I've learned that :

- 6 big ways stated in order to get to know and create good strategies requires ; create an advertising strategy, then research your client's product, understand costumer;target audience behaviour, followed by analyse the marketplace, define strategic approaches to develop the creative brief itself.

- "So great advertising really begins with the grunt work, the legwork, digging around the issues, getting up to speed on the product and brand, working to know enough even to begin playing with idea and language."

- "To develop a strong strategy, you need to understand three things : the product, the consumer and the marketplace."

- "Not everyone is buying your client's product. Find out what they're buying instead."

- "You have to connect with customers. Brands are like people, and the personalities you create for brands, the likability"

- "The quality of the solution depends entirely on how well you state the problem"

The book shows different varieties and examples of advertisement which considered successful so far, and some of the advertisement catches my eye, as shown below.

Figure 35. (above) Playland Ad, (below) Coffee Ad.

Figure 36. (above) Volvo Car Ad, (below) Porsche Ad

Week 3

2. Creative Advertising by Mario Pricken

Figure 37. Creative Advertising by Mario Pricken

This book is my choice for the week because I'd like to explore more about how creative strategies are formed. Within this book, I've learned that :

- "Stay with it, follow your ideas to the bitter end, try to work out as many different solutions as possible."

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

- "Develop your sense of humour : learn to laugh at your mistakes, learn to live with the fear of making a mistake and look silly in front of people by making fool of yourself deliberately but staying in control."

- "Say everything that occurs to you, no matter how silly it sounds - it could be the raw for a brilliant idea."

- Doodles are proven to help with idea generation, as doodles are an essential means of communication, doodles reinforce the association of internal images and able to develop raw ideas in gradual stages.

- "One of the most important creative strategies is to combine two concepts or objects that were previously unconnected, so as to produce something completely new."

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

- Try to find out difference between images you've seen and those you've never seen. Picture these invented objects in your head, play with them and bring them to life.

Some ad samples that catches my attention :

Figure 38. Olay/Procter & Gamble Ad

Figure 39. Tyne Ad

Week 4

3. Basic Advertising O3 : Ideation by Nik Mahon

Figure 40. Basic Advertising O3 : Ideation by Nik Mahon

This book is giving more about ideation on advertising, it helps a lot. I've learned that :

- "The best ideas rarely happen whilst you're staring at a blank page of layout paper and it's more often the case that the harder you try, the more difficult it becomes to have an idea - so just relax and do something else"

- "Some of the best creative solutions are often the simplest"

- "The real beauty of wild ideas is in their capacity to serve as springboards for lateral ideas"

- "Metaphor and similes are really useful tools for communication that we tend to drop into everyday conversation on a frequent, and often automatic, basis."

- "Humour is one of the most popular approaches used in advertising today. More importantly though, humour provides you with an excellent opportunity to connect, engage and interact with your audience at an emotional level."

- "Shock advertising is designed to create a strong impact and is often used for the purpose of shifting deeply embedded beliefs or for bringing important issues to the attention of the audience in a manner that may change their behaviour of prompt them to think more deeply about something."

- "Guerrilla advertising stunt and ambient media have great potential to go viral the minute that they have people reaching for their mobile phone cameras to take photos and send them as picture messages to friends or family."

- "A great idea can come to us at anytime and anywhere - often when we least expect it, and regardless if whether or not we are focused on the specific problem at hand at the particular moment. As with all forms of creativity, none of the rules are set in stone and out most creative moments can sometimes occur when we decide to break the rules or turn them on their hand."

Week 5

4. How to Put Your Book Together And Get A Job in Advertising by Maxine Paetro

Figure 41. How to Put Your Book Together And Get A Job in Advertising by Maxine Paetro

As this book has 3 different parts, I focused more on the third part which is their experiences on doing works related to advertising for some tips and advice. Throughout this book, I've learned that :

- "For print ads, let's make it simple. Powerful images with lasting impact. Close-ups. Try to make it funny. Outrageous. Over-the-edge." Ron Seichrist

- "If you want to work that gets word of mouth, give them something to talk about." Helayne Spivak

- "Come out with a lot of ideas. Cover the wall.", "Get the visual cliches out of your system right way", "Get puns out of your system right away." Luke Sullivan

Week 6

5. Guerilla Advertising by Gavin Lucas & Michael Dorrian

Figure 42. Guerrilla Advertising by Gavin Lucas & Michael Dorrian

As our second project is being briefed through this week, I decided to have this book as my one of my guidance to get through to the assignment, made my book for this week. This book focuses more on how advertising is applied in different medias on different ambients, mostly references and its explanations of it.

Ads that captured my attention :

Figure 43. WISH Women's Shelter Ad

Figure 44. Trimline Security Glass Ad

Figure 45. Virgin Atlantic Ad

References

Taylor's Design School website

https://university.taylors.edu.my/design

Taylor's University Facebook Page 

https://www.facebook.com/TaylorsUniversityMY/

The One Academy Wesbite 

http://www.theoneacademy.edu.my/

The One Academy Facebook Page 

https://www.facebook.com/toa.edu.my/

LimKokWing Website 

https://www.limkokwing.net/malaysia

LimKokWing Facebook Page 

https://www.facebook.com/limkokwing/

BusinessDictionary : Gen Y 

http://www.businessdictionary.com/definition/Generation-Y.html

OxfordDictionary : Gen Y

https://en.oxforddictionaries.com/definition/generation_y

The Sydney Morning Herald : Gen Y

http://www.smh.com.au/lifestyle/diet-and-fitness/talkin-bout-my-label-20110720-1ho7s.html

Online Purchase: A Study of Generation Y in Malaysia 

http://citeseerx.ist.psu.edu/viewdoc/download?doi=10.1.1.942.6764&rep=rep1&type=pdf

Emerald Insight : Journal of Consumer Marketing 

https://drive.google.com/file/d/0B5GMSAeO4uV9akd2UTd3eGlqbmM/view

Malaysia Gen Y Prefers Local Brands 

http://www.themalaymailonline.com/malaysia/article/most-malaysian-gen-y-ers-know-and-prefer-local-brands-survey-shows#sthash.cMo51FOX.dpuf

Daily Woob : Ultimate Guide Malaysians Gen Y

https://daily.wobb.co/education/ultimate-guide-malaysian-gen-y/

The Top 10 Millennials & Gen Y Questions Answered

http://jasondorsey.com/millennials/the-top-gen-y-questions-answered/

Picture Credits

Figure 1 Personal Documentation (Courtesy of Mr.Vinod)