08/05/17 – 19/06/17 (Week 7 – Week 12)
Agustin Wijaya (0327453)
Advertising Principles & Practices
Final Project
Advertising Principles & Practices
Final Project
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
Final Project & Portfolio 40%
The Brief
Advertising Campaign (Part 2): Art Direction
Duration of Assignment
5 Weeks (Briefing on Week 7)
DEADLINE
Week 12 (12 June 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 1), the ideas developed (Exercises), and the determined media strategy
(Project 2), execute a well art directed, crafted, creative advertising campaign that maintains the
mood, tone and most importantly conveys the ad message (USP/SMP) consistently throughout the
different/same media. Create an advertising campaign that is on message, on target and makes a
lasting impact, visually and emotionally.
In the advertising campaign, the focus is on the students ability to translate the creative idea into
concepts that are well art directed and crafted, taking into consideration the target audience,
media, competitor strategies and the socio-cultural factors.
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
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| Figure 1. Taylor's Design School Logo |
Requirements
The student must document their progress in their eportfolio and the A4 hardcopy portfolio. The final results must be printed out for the A4 hardcopy portfolio, and the Adobe PDF and JPEGs of the final artworks must be uploaded to your eportfolio. Ensure all aspects of your journey in this process is documented – failures, successes, epiphanies, sketches, visual research, etc.
Submission
1. All gathered information (failures, successes, epiphanies, sketches, visual research, 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 (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 and for the duration of the course in a separate post as instructed in class.
3. Softcopy of the artworks (Ads and simulations) uploaded unto the eportfolio for the purpose of viewing.
4. All PDF files (artworks) uploaded unto Google Drive and link provided in the eportfolio. Ensure all folders are labelled or named appropriately.
Objectives
1. To develop students ability to ideate effectively.
2. To develop students ability to synthesise knowledge.
3. To develop students ability to gain and utilise insight for effective advertising
4. To develop students ability to create and execute an effective ad. message.
5. To develop students ability to determine a media mix based on analysis.
The student must document their progress in their eportfolio and the A4 hardcopy portfolio. The final results must be printed out for the A4 hardcopy portfolio, and the Adobe PDF and JPEGs of the final artworks must be uploaded to your eportfolio. Ensure all aspects of your journey in this process is documented – failures, successes, epiphanies, sketches, visual research, etc.
Submission
1. All gathered information (failures, successes, epiphanies, sketches, visual research, 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 (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 and for the duration of the course in a separate post as instructed in class.
3. Softcopy of the artworks (Ads and simulations) uploaded unto the eportfolio for the purpose of viewing.
4. All PDF files (artworks) uploaded unto Google Drive and link provided in the eportfolio. Ensure all folders are labelled or named appropriately.
Objectives
1. To develop students ability to ideate effectively.
2. To develop students ability to synthesise knowledge.
3. To develop students ability to gain and utilise insight for effective advertising
4. To develop students ability to create and execute an effective ad. message.
5. To develop students ability to determine a media mix based on analysis.
Progressions
Week 9
As this week is the first progression check of our final project, Mr. Vinod would like to see on how will our advertisement look like, thus an advertisement mockup. I did one sample to ensure the layout and the elements of the advertisement.
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| Figure 1. First Mockup |
Mr.Vinod then first commented that the background colour isn't strong enough, so I changed it as suggested.
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| Figure 2. Background color changes |
Then he commented that the advertisement won't look as attractive and won't convey the keyword 'hybrid' enough, so he suggested that I could combine the emojis to form a 'hybrid' visual and other 4 versions of the advertisement as well.
So I'm working it out on this weekend, and came up with 2 different versions of the 5 advertisements.
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| Figure 3. Whole advertisement mockup |
I asked my friends to my family members to test them whether they could get what I'm trying to convey, and the reaction was : :O HAHAHAHA nevermind. So most of them couldn't get the fifth ad - Fusion, and 2-3 of my friends suggested that the third advertisement - Special could work better with Space-Shell instead of Spec-Shell, so i made changes on that.
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| Figure 4. 'Special' revised advertisement |
Week 10
I showed Mr.Vinod the 2 versions mockup.
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| Figure 5. [REVISED] Whole advertisement mockup |
Mr.Vinod told me it would be hard to understand on the fifth advertisement, and the hybrid visuals work better. We came up with a solution which is to indicate what are the emoji stands for, so easier to understand. Also, we came up with 2 different tagline to connect with the SMP, which are :
- "At Taylor’s University, we teach students to think (insert adverb of the ad)"- "At Taylor’s University, we nurture hybrid students to think and see (insert adverb of the ad)."
We decided to go with the second one, as Mr.Vinod asked us to apply it on the medias that we proposed on the previous project.
So based on the previous project, I proposed 5 different medias, which are : Online banner Ad, Facebook, Instagram, Billboard Ad and Guerrilla Ad.
Online Banner Ad
I searched about the sizes of online banner ad, and there come various sizes of online banner ad.
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| Figure 6. Online banner ad sizes |
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| Figure 7. Overlay banner ad sizes |
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| Figure 8. Overlay Banner Ad |
Mr.Vinod commented that we couldn't use Taylor's Design School logo, so I took it off as I applied it to the sample web.
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| Figure 9. Sample web |
I looked up .ai mockups to samples on google, and I got this as my reference to work on my Facebook mockup.
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| Figure 10. Facebook mockup reference |
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| Figure 11. Facebook Mockup |
I searched for Instagram .ai mockup and I got one. Here, I applied it to the 5 different ads.
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| Figure 12. Instagram mockup |
Billboard Advertisement
I checked online for billboard samples and applied it.
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| Figure 13. Billboard Advertisement |
Week 11
This week's consultation was a bit rushed due to Monday's public holiday and tight schedules. We focused more on additional headline, Facebook and Billboard.
Overlay Banner Ad
I came up with a solution with adding up the weight of the caption's typeface, and it turned out better in my opinion.
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| Figure 14. Overlay Banner Ad Revised |
As Mr.Vinod asked to change the word 'hybrid' and did some explorations, I decided to go with the word 'Extraordinary'. Mr.Vinod then advised me to remove the blue borders as he asked me to came up with additional headline as the the sentence 'Nurturing Hybrid Designers of The Future' seems repetitive. So I came up with different variations of headline.
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| Figure 15. Additional Headline Options |
But then, after asking feedbacks from my classmates as requested from Mr.Vinod, I decided to change the word combinations to possibilities, thus final additional headline is "Seeing combinations where there are none."
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| Figure 16. Facebook Mockup Revised |
As the additional headline has been decided, I shall enlarge the canvas size again and fit it out as part of the picture caption.
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| Figure 17. Instagram Mockup Revised |
I explored different types of billboard and tried to apply it.
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| Figure 18. Billboard mockup exploration |
Mr.Vinod commented that I shall have purpose on choosing a billboard type, therefore I explored and decided to come out with the first on the left.
The next thing I consulted to him is the content of the billboard.
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| Figure 19. Billboard content |
Ambient Ad
I showed Mr. Vinod a rough mockup of my ambient ad.
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| Figure 20. Guerrilla Rough Mockup |
Mr. Vinod commented that this suits your target audience and is a very good application.
Week 12
This Monday was the final consultation, we showed our mockup in form of prints alongside the changes of the mockups.
Overlay Banner Ad
Mr. Vinod commented that it's arranged neatly.
Facebook Advertisement
Mr. Vinod complimented that the printing quality is nice and advised to not make the frame stroke too black, grey but dark grey and the 'images' of the posts is not necessarily to be attached. Also, add up the caption with 'Find out more' to make it consistent with the overlay banner ad.
Instagram Advertisement
Mr. Vinod commented to put borders on the simulation and add up the 'Find out more' caption, too.
Billboard Advertisement
Mr. Vinod commented on the picture still doesn't work as exploration is needed, and use the black and white logo instead.
Ambient Ad
Mr.Vinod commented that this is nice, perfect. But I still need to change the logo colour to keep the consistency.
Final Submission
Overlay Banner Ad
Forum Questions
Week 12
This Monday was the final consultation, we showed our mockup in form of prints alongside the changes of the mockups.
Overlay Banner Ad
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| Figure 21. Overlay Banner Ad Simulation |
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| Figure 22. Overlay Banner Ad Simulation |
Facebook Advertisement
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| Figure 23. Facebook mockup artwork |
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| Figure 24. Facebook mockup simulation |
Mr. Vinod complimented that the printing quality is nice and advised to not make the frame stroke too black, grey but dark grey and the 'images' of the posts is not necessarily to be attached. Also, add up the caption with 'Find out more' to make it consistent with the overlay banner ad.
Instagram Advertisement
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| Figure 25. Instagram mockup artwork |
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| Figure 26. Instagram mockup simulation |
Billboard Advertisement
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| Figure 27. Billboard mockup artwork |
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| Figure 28. Billboard mockup simulation |
Ambient Ad
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| Figure 29. Ambient Ad mockup |
Final Submission
Overlay Banner Ad
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| Figure 30. Overlay Banner Ad Artwork (1) |
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| Figure 31. Overlay Banner Ad Artwork (2) |
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| Figure 32. Overlay Banner Ad Artwork (3) |
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| Figure 33. Overlay Banner Ad Artwork (4) |
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| Figure 34. Overlay Banner Ad Artwork (5) |
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| Figure 35. Overlay Banner Ad Simulation |
Facebook Advertisement
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| Figure 36. Facebook Ad Artwork (1) |
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| Figure 37. Facebook Ad Artwork (2) |
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| Figure 38. Facebook Ad Artwork (3) |
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| Figure 39. Facebook Ad Artwork (4) |
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| Figure 40. Facebook Ad Artwork (5) |
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| Figure 41. Facebook Advertisement Simulation |
Instagram Advertisement
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| Figure 42. Instagram Artwork & Simulation (1) |
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| Figure 43. Instagram Artwork & Simulation (2) |
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| Figure 44. Instagram Artwork & Simulation (3) |
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| Figure 45. Instagram Artwork & Simulation (4) |
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| Figure 46. Instagram Artwork & Simulation (5) |
Billboard Advertisement
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| Figure 47. Billboard Ad Artwork (1) |
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| Figure 48. Billboard Ad Artwork (2) |
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| Figure 49. Billboard Ad Artwork (3) |
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| Figure 50. Billboard Ad Artwork (4) |
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| Figure 51. Billboard Ad Artwork (5) |
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| Figure 52. Billboard Advertisement Simulation |
Ambient Ad
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| Figure 53. Ambient Ad |
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
Week 10
Specific Feedback
You CANNOT use Taylor's Design School logo on social media advertisement. Texts shall be readable ; notice the typeface sizes when applying texts. Billboard advertisement shall be more explored.
General Feedback
Submission is near. Please finish it ASAP. Chop chop!
Week 11
Specific Feedback
Don't use repetitive message, it will look boring. Billboard advertisement shall be chosen with a purpose relating to the target audience. Guerrilla Ad is nice, enlarge the canvas of Instagram mockup in order for balanced spacing of the caption.
Week 12
Specific Feedback
Layout is arranged neatly and nicely, good job. Billboard visuals could be improved; position yourself as the driver and think what kind of billboard environment will suit more. Consistency of captions between Facebook-OverlayBannerAd-Instagram should be taken notice.
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
ExperienceAs 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.
Week 10
Experience
Had second consultation with Mr.Vinod and hearing his feedback, I'm scared that I'll screwed up - but lucky I didn't. I feel like I have to rush things up and get things done fast as next week is the final consultation before final presentation on the next 2 weeks.
Observation
I observed that the atmosphere is hectic as we have to cope up with progressions and reminding the fact that submission is near.
Findings
I found out that I am a bit slow in getting progressions done by this week, but lucky I could cope up. I shall get my motivation and myself up and ready as next week will be tougher.
Week 11
Experience
Final is around the corner, consultation was very limited due to public holiday too. Luckily, we got chance to show our progression.
Observation
This week's consultation was very intense as finals is near.
Findings
I found out that my physical condition is getting weaker as we have to rush for submissions on the following week, yet I feel highly motivated. However, sleep is still an important matter as I kept on making slight mistakes due to lack of focus.
Week 12
Experience
The final consultation was held. I was satisfied that Mr. Vinod liked the layout that changes are not much made, even though there is. Was a bit shocked that I realised that portfolio submission was on the next 3 days, but thankfully I managed to get it done.
Observation
I observed that as submission is ahead of days, I and my classmates worked and gave our all.
Findings
I found out that my motivation was very high reminded that submission is just there. Pressure is not a bad thing, after all.
Book of the Week
Week 7
1. 200 Best Ad Photographers Worldwide by Lurzer GmbH
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| Figure 54. 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 :
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| Figure 55. Pantene Ad |
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| Figure 56. Nobody's Children Foundation Ad |
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| Figure 57. Tramontina Ad |
Week 8
2. Hey Whipple, Squeeze This! by Luke Sullivan
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| Figure 58. 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
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| Figure 59. 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 :
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| Figure 60. Flowers&Plants Association Ad |
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| Figure 61. Nike Ad |
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| Figure 62. Guinness Ad |
References
Picture Credits
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