Advertising Principles & Practices : Exercise 1

27/03/17 – 29/05/17 (Week 1 – Week 9)
Agustin Wijaya (0327453)
Advertising Principles & Practice

Exercise : Idea Sketches

Lectures

Week 1
1. Advertising Introduction : Definition, Basic Advertising Principles, Bernbach's Ten Principles in Advertising
We were introduced on the basics of advertising as different definitions of advertising is shown and explained, as well as how it is related to graphic design. To gain more understanding about this topic, Mr. Vinod showed us the basics and Bernbach's ten principles in advertising.

Outcomes of the lecture :
- Widened perspective of advertising,
- The relation and importance of graphic design and advertising,
- The impact of the basic and Bernbach's ten principles in advertising in advertising industry.
- "Controversial ads are good, but must be risky and brave enough"
- "Understand the target audience in order to gain the majority"

2. Sketching : Idea Generation
This purpose of this lecture is to introduce the first exercise which is 'Idea Sketches'. Examples of sketches were shown, as tips were given to help us do the exercise. 

Outcomes of the lecture :
- Formats of how the sketches will look like,
- Unrelated things may come out into a good ad - twisted visuals/taglines may attract.
- It is advisable to discuss with a partner which is a non-designer ; to come out with a wider perspective.
- "Every Ad requires a creative idea in it. Otherwise it's a waste of space and money!"

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.

Week 7

7. Influence of Social, Cultural, Economic Ethical and Political Factors on/in

Advertising

Mr.Vinod asked us to self-review this lecture. As I've observed, I found out that this lecture

focuses more on how advertising is applied in different regions based on their cultural 

views, economical, ethical and their political views as well.

Outcome of the lecture :

- “I would rather be thought of as evil than useless”—Rory Sutherland

- Advertisement could be done on a certain region's trend as it could be successful ; based on the target audience.

- “The best ideas come as jokes. Make your thinking as funny as possible.”― David Ogilvy

- When you do advertisements, one of the most important things to be considered is not

only the budget but the creativity and spontaneity. 

- Advertising to a certain targeted audience must be taken serious and carefully as 

different regions got different cultures.

Week 8

8. Advertising Message and Choice of Media

This lecture sums up the semester lectures as this is the last official lecture given by Mr

Vinod. This lecture taught us about advertising in different forms of mediums, as the 

mediums classified to two categories ; Integrated Marketing Communications (IMC) 

and medias, as well as tips on developing media strategy in 5Ms. As we've been through 

this lecture, I've learnt that :

- Advertising through medias especially 'new medias' are proven to be effective as 

Malaysian population of using internet has reached 70%+

- Media is important to deliver a clearer message

- A way to promote a certain product is to conduct marketing activities such as 

campaigns, promotions, publicity to concert and events.

- "The medium is the message" the tool does influence the message and gives impact. 

Also, it is a creative approach to promote a product.

- To conduct advertisements, first we have to analyse and know these informations ; 

understanding and know the motivation on the product's prospect purchase, budget on 

promoting the product to the market, choosing the medias to communicate to the 

audience, choice of timing of releasing / broadcasting / post based on the target audience, 

the overall media strategy. These points sums up in 5Ms (Market, Money, Media, 

Mechanics and Methodology.)

-  "Just as the advertising message, the choice of the medias can be creative too"

In-Class Exercise

Week 2

As assigned in pairs, I worked up with Hesti. We came up with an advertising campaign by herb candy 'Ricola'.

Figure 1. Ricola 'Unwrap your Voice' Campaign

SMP : Unwrap your voice.

Creative Ideas : Let out your voice

Strategy : Ricola could get rid of the hoarse of your voice, reaction expected : a bit of humor.

Elements : visuals, headline and logo.

The in-class exercise then followed up with a discussion that we were tasked to self review and think at home - Advertisements by Dairy Champ, where they put twisted visuals featuring Dato David Arumugam and Dato Seri Vida.

Figure 2. Dairy Champ Ad ft. Dato David Arumugan

Figure 3. Dairy Champ Ad ft. Dato Seri Vida

Observations made

I find the advertising method is creative and try to add up the humor feel as it quite visualises the ambassadors themselves, it's an interesting approach in my view. Elements shown were twisted visuals, tagline, logo, signature of the ambassadors. I observed the SMP is 'Daily Champ makes good to better', 'Dairy Champ tempt in visuals and taste' and sort.

Mr. Vinod then commented about my observation, questioning whether this advertisement is an effective approach or not, which I then responded : 

"as I find it interesting, I don't think that this is the most effective approach as netizens may find it scary and respond in a negative way (for instance Jacky and Vinessa's opinion above) thus made the aim of the product to attract buyers less."

Week 3

We have to do a research regarding 4 segments of marketers group, as listed :

- Behaviouristic segmentation

- Geographic segmentation,

- Demographic Segmentation,

- Psychographic segmentation

I, Jacky and Vinessa teamed up to find out about Demographic Segmentation, which made

our research :

- Demographic segmentation is market segmentation according to age, race,

religion, gender, family size, ethnicity, income, and education. Demographics can be

segmented into several markets to help an organisation target its consumers more

accurately. With this type of segmentation, an organisation can categorise the needs of

consumers.

The rest of the researches includes :

- Behavioristic segmentation is a marketing strategy based on actual consumer buying 

behaviour. It divides the market into groups of customers according to their knowledge of, 

attitude towards, use of or response to a product. In order to divide customers into groups 

marketers look at their patterns of buying and using, patterns of spending money and 

time, their lifestyle and other factors.

- Geographic segmentation is when a business divides its market on the basis 

of geography. You can geographically segment a market by area, such as cities, counties, 

regions, countries, and international regions. You can also break a market down into rural, 

suburban and urban areas.

- Psychographic segmentation involves dividing your market into segments based upon 

different personality traits, values, attitudes, interests, and lifestyles of consumers. 

This segmentation is advantageous because it allows you to engage in product design 

and marketing in a focused manner.

The next day, Mr Vinod gave a short lecture of tips on getting new ideas for our 

weekly sketches which is also our exercise 1 - by using mindmap. We had an open 

discussion that we participated in the mindmap as a whole class; different mindmaps from 

different keywords on our SMP that later could combine into a solution.

Figure 4. Mindmap Exercise

Week 4

The next day, we had an in-class exercise. We have to come out with 3 different twisted 

headlines with a picture of the campaign with its product attached.

In-Class Exercise

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 5. BERSIH mass demonstration

I was paired up with Jason, and we came up with these 3 taglines :

Figure 6. Week 4 In-class exercise (1)

Figure 7. Week 4 In-class Exercise (2)

Figure 8. Week 4 In-Class Exercise (3)

Mr.Vinod commented that he didn't get the first tagline as there are issues on typography applied.

Week 5

The next day, we were given an in-class exercise.

In-Class Exercise

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://www.youtube.com/watch?v=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.

I paired up with Hesti, and we came up with these 2 taglines :

Figure 9. Week 5 In-Class Exercise (1)

Figure 10. Week 5 In-Class Exercise (2)

Mr.Vinod commented that the visuals attached is not strong enough as it doesn't support the

tagline.

Week 7

Figure 11. AWAM Campaign (1)

Figure 12. AWAM Campaign (2)

Figure 13. AWAM Campaign (3)

Figure 14. AWAM Campaign (4)

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.

Observations made

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.

C) The ad sample is telling the message from women's perspective which is "She's not asking for it," whereas the white space visualises the women image and black as men's. We decided not to use an actual image as Malaysians tend to get distracted with the usage of revealing images, therefore illustrations are made.

Figure 15. Ad Sample (1)

Figure 16. Ad Sample (2)

Figure 17. Ad Sample (3)

Instructions

Exercises (25%)

The Brief

Idea Sketches

Duration of Assignment

8 Weeks (Briefing on Week 1) 

DEADLINE

Week 9 (22 May 2017) 

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. 

ASSESSMENT CRITERIA

Product

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.

Idea Sketches

Week 2

Figure 18. Week 2 Idea Sketches (1/3)

Figure 19. Week 2 Idea Sketches (2/3)

Figure 20. Week 2 Idea Sketches (3/3)

Week 3

Figure 21. Week 3 Idea Sketches (1/3)

Figure 22. Week 3 Idea Sketches (2/3)

Figure 23. Week 3 Idea Sketches (3/3)

Week 4

Figure 24. Week 4 Idea Sketches (1/3)

Figure 25. Week 4 Idea Sketches (2/3)

Figure 26. Week 4 Idea Sketches (3/3)

Week 5

Figure 27. Week 5 Idea Sketches (1/3)

Figure 28. Week 5 Idea Sketches (2/3)

Figure 29. Week 5 Idea Sketches (3/3)

Week 6

Figure 30. Week 6 Idea Sketches (1/3)

Figure 31. Week 7 Idea Sketches (2/3)

Figure 32. Week 6 Idea Sketches (3/3)

Week 7

Figure 33. Week 7 Idea Sketches (1/3)

Figure 34. Week 7 Idea Sketches (2/3)

Figure 35. Week 7 Idea Sketches (3/3)

Week 8

Figure 36. Week 8 Idea Sketches (1/4)

Figure 37. Week 8 Idea Sketches (2/4)

Figure 38. Week 8 Idea Sketches (3/4)

Figure 39. Week 8 Idea Sketches (4/4)

Week 9

Figure 40. Week 9 Idea Sketches (1/3)

Figure 41. Week 9 Idea Sketches (2/3)

Figure 42. Week 9 Idea Sketches (3/3)

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.

Week 7
1) In your own words, briefly explain the difference and similarities between Integrated Marketing Communications and Media Mix.

Answers
1. Integrated Marketing Communications is where the medium takes part to convey the message of a certain campaign by creating a effective, creative strategy (the medium relates to the big idea of the campaign) which makes it looks interesting.

Media Mix is the medium where the campaign is informed and told to the audience in order for them to participate. This includes broadcasting stations such as television, radio as well as online and social media applications to print out newspapers.

What makes these two identical is the purpose of it; It communicates and interacts to the audience to participate to the advertising campaign held.

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

Specific Feedback

- Idea Sketches : Sketches are invalid as the SMP is misinterpreted. Some sketches are also seems common that it doesn't look as attractive and won't leave lost lasting impression.

General Feedback
It is important to have the sketches connected with the SMP as it is the main purpose, focus on the "Hybrid" part. Also, it is expected to be more active and participative during the discussion.

Week 3
Specific Feedback
- Forum Question : it doesn't answer the question as keyword 'evil' is not focused.

- Idea Sketches : Some sketches could be expanded with more interpretations and visuals, some are not strong enough to support the SMP.

Week 4
Specific Feedback
- Idea Sketches :  Some have potential and got legs, some don't show the keyword 'hybrid' and doesn't communicate with SMP.

General Feedback
It is getting tough to think about ideas as many ideas are conducted and came up yet it's still important that ideas shall support the SMP, the keyword 'Hybrid'. Fresh ideas are expected instead of sketch(es) which has same ideas.

Week 5
Specific Feedback
- Idea Sketches : Some idea sketches have potential and could work, but apply it with design related elements instead, and make the visuals twisted yet relatable at the same time that it will surprise the audience instead of having obvious outcome.

Week 6
Specific Feedback
- Idea Sketches : Sketches are being literal, not strong enough. The multi-function scissors could work.

Week 7
Specific Feedback
- Idea Sketches : Most of the sketches don't support the brand, some don't support hybrid.

General Feedback
It is important to look back to your SMP when brainstorm for ideas. Ideas may be good enough but it won't work if it doesn't communicate with the SMP.

Week 8
Specific Feedback
- Idea Sketches : Ideas were misinterpreted that ideation needed to be explored. As exploration is done, words shall be taken carefully as it has to represent the word 'hybrid'. The images shall be recognisable and guessable as well.

General Feedback
Time is running as next week is the final ideation, you need to brainstorm and finalise your final idea for your final project.

Week 9

Specific Feedback

- E-Portfolio : Embed your powerpoint presentations for Project 1 and 2. Where is your post for Project 1? There needs to be a menu bar (labels to differentiate the various modules—you dont have it)

- Project 2 Submission : Need to come out with timeline chart as reconsider the guerrilla ad. Note that Guerrilla ad is different from Ambient ad.


- Digital Mockups : Different versions has been selected into 4, thus I need to come out with one more version. Visuals is ok but can improved and tested with the suggested ways and see whether it will work out or not. Come out with a certain tagline for the 5 ads as well; Make it happen.

General Feedback

Reflection

Week 1
Experience
As briefing to first exercise is given, I was shocked and pressured myself as the requirements and assignments is considered very different compared to previous semester. I need to heat my brain up as ideation process shall be done soon.

Observation
I observed the class atmosphere was awkward and tense as it was very quiet.

Findings
I found out that mind-mapping is a quite effective way in order to brainstorm ideas, and ideation can't be forced as break is needed at times.

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.

Week 7

Experience

Throughout this week's lecture, I found out interesting facts on the lecture about Malaysia's and other countries' cultures and regulations in advertising. I feel it's harder to come out with new ideas as I find that my ideas are getting weaker and lame. Selecting mediums to advertise the product based on my ideas, I am being careful so I won't screwed up on this project. 

Observation

7 weeks of class, I've observed that the atmosphere is getting intense as we have to finalise the best idea throughout the whole exercise. 

Findings

I find that this week I did not take my studies seriously in a manner that I only threw basics ideas as long as I get it done. Therefore, I shall alert myself as ideation for final project is near.

Week 8

Experience

By this week's lecture, I could at least differentiate in depth types of advertisements in mediums to get through to the Project 2. I feel troubled when exploration of my ideas is almost taken down as I did exploration to get my idea approved.

Observation

8 weeks of class, I've observed that the atmosphere is getting intense as we have to finalise the best idea throughout the whole exercise. 

Findings

I find that explorations shall be done cautiously.

Week 9

Experience

As I consulted for the digital mockups and was about to propose the different versions for my advertisement, I feel quite nervous. Mr.Vinod helped us a lot by giving suggestions and feedback, I learnt a lot.

Observation

I observed the minor details that should be taken aware of in making advertisements.

Findings

I found out that it's not only me who felt hesitant and nervous but my classmates as well. Finals are coming, deadlines are getting near, I shall be more aware and settle a more stable time management so it won't affect my condition as well as my progress.

Book of the Week

Week 1

1. Creative Advertising : An Introduction by Miriam Sorrentino

Figure 43. Creative Advertising : An Introduction

This book is introducing its readers on how advertising works from the beginning process to the end process which is the executions. Throughout this book, I've learned that :

- "That's the nature of experiential stuff, you're not pushing it on people, you're letting them stumble across it, play with it and have fun with it"

- "Advertising skills were not only used to sell products but were also used for social ends."

- A USP consists of three parts : There must be a preposition - "Buy this product and you get these benefits", The preposition must be unique; and distinct from its competitors, The preposition must be strong enough to attract new customers

- "Language cannot be ignored. Bear in mind that language is alive in itself, changing form and content as we move along in time. It adapts. So it is not an obsolete piece that we can write off as part of the history. True, images are powerful. But i believe all this "visuals taking over" thing is a bit hyped up."

This book shows some ads samples supporting their statement which some of them catch my eye. The following are attached below.

Figure 45.

Figure 46.

Week 2

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

Figure 47. 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 48. (above) Playland Ad, (below) Coffee Ad.

Figure 49. (above) Volvo Car Ad, (below) Porsche Ad

Week 3

3. Creative Advertising by Mario Pricken

Figure 50. 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 51. Olay/Procter & Gamble Ad

Figure 52. Tyne Ad

Week 4

4. Basic Advertising O3 : Ideation by Nik Mahon

Figure 53. 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

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

Figure 54. 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

6. Guerilla Advertising by Gavin Lucas & Michael Dorrian

Figure 55. 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 56. WISH Women's Shelter Ad

Figure 57. Trimline Security Glass Ad

Figure 58. Virgin Atlantic Ad

Week 9

3. The Advertising Concept Book : Second Edition by Pete Barry

This book is a advertising guide as there are tips, point-outs with elaborations made by the author Pete Barry. Pictures includes some advertisement samples in form of examples in this book is sketched and drawn by himself as well, which makes it visually attracting and arranged very well too; This is the most enjoyed book I've read so far. Throughout this book, I've learned that :

- "It is an advantage to be able to draw, as it enables you to put down an idea on paper. If you understand perspective, know how light behaves, how anatomy works and how to make use of white space, it will help you to do a layout." - Ron Brown

- "So in terms of producing successful ads, the best strategic, creative team (or individual) is one that possesses a balance of logic and imagination, verbal and visual skills, etc."

- "It's not what you say. It's how you say it"

- "Remember also that people allow themselves to "get" an ad, especially a print ad. So don't make it too obscure or too hard to fill in the gaps either - people don't have time."

- "Don't be afraid to get in there. Remember, you are "dramatising the simple."

- "Each execution within a campaign should be expressed in the "same yet different" way."

- "Truisms can be (and have been) used many times to advertise successfully and sell a product/service. That's because truisms are (i) Simple, and (ii) and hard to argue with. Therefore, if you can apply a truism to a strategy idea for a particular product/service, it will be just as hard to argue with the advertising message."

Some advertisement illustrated that caught my attention :

References

- Marketing 91. (2017) 4 Types of Market Segmentation And How to Segment with Them? [online] Available at : http://www.marketing91.com/4-types-market-segmentation-segment/ [Accessed 30 Apr. 2017]
- Marketing 91. (2017) What is Demographic Segmentation? [online] Available at : http://www.marketing91.com/demographic-segmentation/ [Accessed 21 Apr. 2017]
- Slideshare. (2014) Marketing Theory. Behavioural Segmentation. by Monika Barawnoska [online] Available at : 
https://www.slideshare.net/monikaba5/marketing-theory-behavioural-segmentation [Accessed 29 Apr. 2017]

Picture Credits

Figure 1 https://ifitshipitshere.blogspot.my/2013/06/ricolas-unwrap-your-voice-packaging-ad.html
Figure 2-3 Personal Documentation (Courtesy of Mr.Vinod)
Figure 4 Personal Documentation
Figure 5 Personal Documentation (Courtesy of Mr.Vinod)
Figure 6-10 Personal Documentation
Figure 11-14 Personal Documentation (Courtesy of Mr.Vinod)
Figure 15-58 Personal Documentation