Agustin Wijaya's Design Blog: Advertising Principles & Practices : Project 2

08/05/17 – 29/05/17 (Week 7 – Week 9)

Agustin Wijaya (0327453)
Advertising Principles & Practices
Project 2 : Advertising Campaign (Media Mix or Strategy)

Lectures

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 as an 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"

Instructions

Project 2 (20%)

The Brief

Advertising Campaign: Media Mix (or Strategy)

Duration of Assignment

2 Weeks (Briefing on Week 7)

DEADLINE

Week 9 (22 May 2017)

Description

The student now has the task of developing an Advertising Campaign – a total of 5 ads across different/same media – for The Design School @Taylor’s University. Utilising the insights researched (Project 2) and the ideas developed (Project 1), choose the most effective combination for the target audience (consumer) in context of the local market. The most important, is an idea with legs, and one that resonates with the target audience (consumer).

In part 1 of the advertising campaign, the focus is on developing the media mix, which media will be used, where, and when. A media mix is a “combination of advertising channels employed in meeting the promotional objectives of a marketing plan or campaign”. It is the process of analysing and choosing media for an advertising campaign.

What are the considerations for choosing the media mix? Arens & Schaefer (2005) suggest the 5Ms: Market, Money, Media, Mechanics and Methodology (Please refer to the PowerPoint presentation on Advertising Message & Media Strategy).

The brand: The Design School @Taylor’s University

The product: The Design School (See figure 1.)

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

Target Audience: Gen Y.

Figure 1. Taylor's Design School Logo

Requirements

The student must document the above analysis in their eportfolio and A4 hardcopy portfolio. The results of the analysis must be collated and presented in a PowerPoint presentation. This will be uploaded to your eportfolio and printed as thumbnail slides 4 per-page for your A3 clear sheet hardcopy portfolio. The use of visuals, diagrams, charts, time-lines are highly encouraged.

Submission

1. All gathered information (printouts, websites, images, charts, etc.) documented chronologically in the A4 Clear Sheet folder. The works must be labelled and dated.

2. All gathered information (screen grabs, websites, images, charts, etc.) documented logically and chronologically in the eportfolio for every week, for the duration of the project in one post.

3. Powerpoint presentation of final analysis and choice of the media mix with relevant visuals, diagrams, charts, time-lines included, along the lines of the 5Ms. Printed as a hand outs, 4 slides per page and presented.

Objectives

1. To develop students ability to synthesise knowledge.

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

3. To develop students ability to determine a media mix based on analysis.

Researches

To start off, I did research about advertising methods and media used.

Online Advertising (Digital)

If you see an advertisement via the Internet (World Wide Web), then it is classified as online advertising. In fact, there are ads on this very page, and most other websites you visit, as they are the primary revenue driver for the Internet. Another avenue of online advertising is "Native Advertising," which is the digital variation of the old print advertorials. And, sponsored content is growing by leaps and bounds. From ads on Facebook and SnapChat, to partnerships with Buzzfeed and Reddit, the fastest, easiest way to reach millions of potential customers is online.

Cell Phone & Mobile Advertising

A relatively new form of advertising compared to the others, but one that's dominating the media mix, uses cell phones, iPads, Kindles, Nooks, and other portable electronic devices with Internet connectivity. Current trends in mobile advertising involve major use of social media such as Twitter, Instagram, Snapchat, and Facebook.

Right now, this is the toughest nut to crack. This kind of advertising is not only disruptive, but can leave the customers with a lot of ill will. If you do it, do it right. For a while, native advertising was a good way to get into the feed, but even that has come under scrutiny for being deceptive.

Print Advertising

Once a huge driver of sales, print is taking a back seat to the many digital forms of advertising now available to marketers. However, if there is one thing that's certain about advertising, it's that being different is good. And when consumers tire of digital ads, a return to printed pieces, and the tactile feeling and permanence they provide, is definitely on the cards. Typically, print can be split into three sub-categories:

1. Periodical Advertising

If it's in a magazine, a newspaper, or anything else that comes out at regular intervals, then it's periodical advertising (aka a print ad). For decades, print ads were the gold standard for advertisers and their clients. To grab the center spread of a big magazine, or the back cover of a newspaper, meant millions of people were seeing the message.

2. Brochures, Leaflets, Flyers, Handouts and Point of Sale Advertising

Although some of these can be placed within the pages of newspapers and magazines, they are treated as a separate entity (usually because they have less chance of being seen). From something that sits on a counter or customer service desk, to a glossy car brochure, this is a more intimate, and long-form, way of engaging the consumer. Use this when you have more information than you can cram into a print ad.

3. Direct Mail Advertising

Either of the techniques mentioned above can be incorporated into direct mail. It simply means that your printed pieces are mailed direct to the consumer. This is a technique that has been, and continues to be, abused by inferior marketing agencies that have turned the craft into "junk mail." Done right, direct mail can be a fantastic way to engage the customer, if it is creative and intelligently conceived and executed. Do not count it out.

Guerrilla Advertising

Also known as ambient media, guerrilla advertising (or marketing) has become prominent over the last 20 years. It is a broadly used term for anything unconventional, and usually invites the consumer to participate or interact with the piece in some way. Location is important, as is timing. The driving forces behind guerrilla advertising or marketing are creative ideas and innovation, not a large budget.

Quite often, you will ask for forgiveness rather than permission with these campaigns, and they will spread via word of mouth and social media.

Broadcast Advertising

A mass-market form of communication including television and radio, broadcast advertising has, until recently, been the most dominant way to reach a large number of consumers. Broadcast advertising has really taken a beating over the last few years, especially with the rise of DVRs and "ad skipping" technology. However, it is still a popular way to reach millions of people, especially when the Super Bowl comes around.

Outdoor Advertising

Also known as out-of-home (OOH) advertising, this is a broad term that describes any type of advertising that reaches the consumer when he or she is outside of the home. You will know it as billboards, bus shelter posters, fly posters, and even those big digital boards in Times Square.

Public Service Advertising

Unlike traditional commercials, Public Service Advertisements (PSA) are primarily designed to inform and educate rather than sell a product or service. PSAs traditionally appear on TV and radio, but are also being heavily promoted online these days.

Product Placement Advertising

In a nutshell, product placement is the promotion of branded goods and services within the context of a show or movie, rather than as an explicit advertisement. If you have ever seen a movie and wondered "wow, they sure are driving a lot of Ford cars in this scene," or "does everyone in this TV show drink Pepsi?" then you are noticing product placement. It's a way that these films and shows get funding, and is a great way for advertisers to reach a targeted demographic.

Getting to the brief of different types and mediums of advertisements, next I focused on the target audience which is Gen Y, which resulted 5 selected medias on how to advertise the product.

1. Online Banner Ads

Banner advertising is also called display advertising (as opposed to text-only advertising) because of the visual nature of banner ads. The purpose of banner advertising is to promote a brand. The banner ad can take the visitor from the host website to the advertiser’s website or a specific landing page.

One advantage of the online advertising over the traditional one is that its effectiveness can be easily measured. Regarding banner ads, the main effectiveness indicator is the click-through rate. The click-through rate (CTR) is calculated by dividing the number of users who clicked on the ad by the number of times the ad was displayed (impressions).

Some benefits on using online banner ads.

Brand awareness – you can grow your brand awareness using banner ads so people can easily recognize your product or service. Brands like IBM, Apple, Target or Nike use banner ads to grow their business.

Lead generator – it’s a great way to build your users base. If you are as SaaS you can use banner ads to get more users sign up and try your product/service.

Retarget your audience – if somebody came on your website but didn’t sign up on your newsletter or didn’t try out your product you can retarget them with banner ads.

As stated on the previous research, Gen Y lives in the era of blooming technology and they rely on internet a lot. Internet usage has been considered a necessity for them as it is efficient and convenient.

"Most of Gen Y will own at least a laptop or desktop. Their mastery in technology is unquestionable and they have gadgets such as smart phones, phablets and tablets."

"Ment-related information that they need to find, they will source for information through the internet."

Online Banner ads could be interactive too, for instances by having mini games such as puzzles or quizzes.

Figure 2. Online banner Ad (1)

Figure 3. Online Banner Ad (2)

Figure 4. Online Banner Ad (3)

Banner ads is proven to be a successful way to advertise, too.

Figure 5. Infographic supporting banner ads

2. Social Media

The study reveals that social media platforms have benefited from the rapid adoption of mobile technology, using it to embed themselves into their users' daily lives. Social media is a significant part of social lives as well as main source of news for many users. As a result, social media ads blend seamlessly into the news feed, and are therefore more effective than interruptive banner formats, especially on mobile devices.

The number of people who regularly use various social media channels has grown dramatically and more and more people are getting more and more involved with social media to grow their businesses and to build relationships with other people all of the time. It is one of the easiest, least expensive, and most effective ways to gain exposure and to strengthen your business’s reputation.

Figure 6. Market to Gen Y Infographic

Infographics above, specifically #2, #4, #8 & #9 shows that social media is an effective way to promote/advertise a certain product.

"Make sure you promote your sales where millennials are – on social media like Facebook (almost 90%), Twitter (nearly 60%) and even Instagram (34%). (Stats courtesy of AdWeek.)" - onlinemarketinginstitute.org

"Social media has become a requirement for digital marketing because research shows that most consumers have a habit of spending a minimum of half an hour per day in various social media sites."

Figure 7. Most Active Social Media Platforms in Malaysia

As of Jan 2017, Malaysians use Youtube the most, followed by Facebook & Whatsapp.

Facebook Advertisement
With only a percent of difference with Youtube, Facebook is expected to give wide exposure towards the campaign.

Figure 8. Infographic supporting Facebook Advertising

Figure 9. Facebook Ad Sample (1)

Figure 10. Facebook Ad Sample (2)

Instagram Advertisements

Placed as Top 3 social networking application in Malaysia, Instagram is proven to be one of the powerful mediums to promote the product.

Figure 11. Infographic Supporting Instagram Marketing

Figure 12. Instagram Ad Sample (1)

Figure 13. Instagram Ad Sample (2)

3. Outdoor Advertising : Billboard Advertising

The name billboard is derived from the term "billing board," and is a large outdoor advertising space designed to capture the attention of motorists and pedestrians. Typically placed around high traffic areas (both automotive and foot traffic), billboards are meant to be simple, striking, and creative. In fact, the creative department in any advertising agency still prizes the billboard space, as it is a golden opportunity to do groundbreaking, impactful work.

Main reason why I came up with this medium is because I found out that Malaysians use cars the most amongst all transports.

"Malaysian transportation sector is unsustainable especially with the rapid rise of car numbers and usage on the road. The numbers of vehicles in the country have increased tremendously in the past two decades. The numbers quadrupled from as little as 5 million in 1991 to 21.4 million in 2011 with an average annual growth rate of 7.5%. The growth in the number of vehicles in the country has been 3.3 times faster than the growth in the population, which had an average 2.25% annual growth rate in the same period."

"Economic growth and the growing demand for mobility in developing countries are leading to an increased amount of passenger car ownership."

"The main reason behind the poor public transportation usage and overdependency on private cars is because most travellers prefer cars that are more cost- and time-effective than an unplanned public transport system."

"About 44.1% of the respondents indicated that the reason for choosing the car as a mode of travel was that it reduced travel time, while 33.8 % and 17.6% considered it Desirable Routes not covered by public transport and infrequent public transport services."

The rate of traffic jams caused in Malaysia made billboards to be one of effective ways, too.

"The company said of the 1,050 Malaysian respondents, 55 per cent of them said they spent more time in traffic." - thestar.com.my

Figure 14. Outdoor Advertising Infographic

Figure 15. Billboard Ad Sample (1)

Figure 16. Billboard Ad Sample (2)

4. Guerilla/Ambient Advertising

Guerrilla marketing is an advertisement strategy concept designed for businesses to promote their products or services in an unconventional way with little budget to spend.

The main point of guerrilla marketing is that the activities are done exclusively on the streets or other public places, such as shopping centers, parks or beaches with maximum people access so as to attract a bigger audience.

This style of marketing is extremely effective for small businesses to advertise their product or service, especially if they are competing against bigger companies as it is inexpensive and focuses more on reach rather than frequency. For guerrilla campaigns to be successful companies don’t need to spend large amounts, they just need to have imagination, energy and time (Bourn, 2009). Guerrilla marketing is also an effective way companies who do not provide a tangible service can advertise their products through the non traditional channels as long as they have an effective strategy.

Below shows why is it efficient for having guerilla advertising.

Great for a low budget

The key to guerrilla marketing is using unconventional promotional methods to engage with consumers in new and exciting ways. Many experiences are interactive and can occur in unexpected places, providing a cost-effective way to build brand awareness. Check out some of these classic examples.

Go viral

We live in a world shaped by technology, with smartphones, social media and ‘selfie’ culture meaning most people’s day-to-day activities are documented online. Guerrilla marketing companies can tap into this trend, making fascinating campaigns that go viral and quickly rack up millions of views.

Build partnerships

Guerrilla marketing relies on everyday situations for full effect. As such, you’ll often collaborate with local businesses, organisations and charities to produce a campaign, whether it’s a coffee chain, university campus or hotel. This means you can build partnerships and target your ideal audience more easily.

Unique and memorable

A successful guerrilla marketing campaign can elicit strong emotions in consumers by tapping into experiential advertising techniques for a more memorable experience. Some ads may even shock or frighten people – temporarily, of course – in order to have the desired impact.

How is Guerilla Advertising impactful to Gen Y :

"Guerrilla marketing (using innovative, unconventional marketing methods) is THE choice for marketing to millennials because it’s attention-grabbing, interactive and plays to millennials’ sense of playfulness."

"To get the attention of the jaded Gen Y, you’ve got to get creative. Bold. Unexpected. Guerrilla tactics are the best way to engage your millennial leads and turn them into lifetime customers."

"The popularity of guerrilla marketing is enhanced when modern technology changes consumer behavior rapidly, reflecting through the accelerating Internet usage and the overall declining exposure of young audience to traditional TV advertising."

Figure 17. Guerilla Ad Sample (1)

Figure 18. Guerilla Ad Sample (2)

Figure 19. Guerilla Ad Sample (3)

Submission

Forum Questions

Week 8

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 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 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 7

1. 200 Best Ad Photographers Worldwide by Lurzer GmbH

Figure 20. 200 Best Ad Photographers Worldwide by Lurzer GmbH

This book shows us various of examples on advertisements in forms of photographs. Advertisements that catch my attention :

Figure 21. Pantene Ad

Figure 22. Nobody's Children Foundation Ad

Figure 23. Tramontina Ad

Week 8

2. Hey Whipple, Squeeze This! by Luke Sullivan

Figure 24. Hey Whipple, Squeeze This! by Luke Sullivan

This book is basically a guidance for creating great advertisements based on his own experience and interpretations. I enjoyed reading it and find it helpful that I've pointed that :

- "Creativity is exactly like washing a pig. It's messy. It has no rules. No clear beginning, middle or end. It's kind of pain in the ass, and when you're done, you're not sure if the pig is really clean or why you were washing a pig in the first place." ~~HAHAHA~~

- "People don't have time to figure out what your brand stands for. It is up to you to make your brand stands for something. The way you do it is to make your brand stands for one thing. Brand = adjective"

- "The product, the product, the product. Stay with the product." Bill Bernbach

- "Don't get seduced by unrelated ideas, however funny and cool they are."

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

Banner Advertising Basics

https://www.bannersnack.com/blog/banner-advertising-basics/

Managing Gen Y

http://www.pressreader.com/malaysia/the-star-malaysia/20150607/282888024302935/TextView

Bluewater Brand : Why Use Banner Ads as Digital Marketing?

http://www.bluewaterbrand.com/2013/07/why-use-banner-ads-digital-marketing/

Marketing to Millennials: How to Reach and Convert Gen Y

https://www.onlinemarketinginstitute.org/blog/2015/02/marketing-to-millennials-how-to-reach-and-convert-gen-y/

Mode Choice between Private and Public Transport in Klang Valley, Malaysia

https://www.hindawi.com/journals/tswj/2014/394587/

Why Do People Use Their Cars: A Case Study In Malaysia