Project One
9.01.2017 - 23.1.17 (Week 2 - Week 4)
Amer Eizwann (0320242)
Advertising Principles and Practice
Project 1Project 1 Individual work (15%)
The Brief
Insight. (PlaySafe Condoms)
Duration of Assignment
2 Weeks (Briefing on Week 1)
DEADLINE Week 4 (21st Jan 2017)
Description
The student has the task of researching and analysing the brand/product: Playsafe Condoms for the purpose of developing “insight” that would be used to develop creative and effective advertising message.
The brand: Playsafe Condoms
The product: Air Ultra Thin (See figure 1.)
SMP/USP: Extremely thin condom for extra sensitivity
Target Audience: Gen Y.
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| Figure 1. |
Students will need to gain “insight” into; the brand & product using SWOT analysis; the target audience using market segmentation; and the competition by identifying their USP/SMPs and through the analysis of their respective advertising.
There are two types of research approaches that you will use inadvertently:
1) Primary research
2) Secondary research.
Primary research entails you physically handling the product or visiting the manufacturing plant or talking to a sales person or visiting the retail outlets (Point of Purchase/POP), etc.
Secondary research entails data gathering from, websites, magazines, journals, health magazines, etc.
You will approach this by looking into the 3 areas mentioned below:
1. Brand & Product insight To do the above you will need view the links below:
• What is SWOT analysis? http://articles.bplans.com/how-to-perform-swot-analysis/
• What does the end result of a SWOT analysis look like? http://www.mbaskool.com/brandguide/fmcg/2372-durex.html
• P.O.P.: Buy the product, visit the retail outlets where the product is sold (7/11, Pharmacies, etc.), Speak to the sales persons, Contact/visit OCR Resources Berhad (formerly known as Takaso) http://takaso.com.my/v2/ speak to the marketing representative, (narrow the scope to advertising and marketing material for Malaysia only).
2. Target Audience insight
• Segmentation for Gen Y: Behaviouristic, Geographic, Demographic & Psychographic
• Who are they? What do they look like? What motivates them? What are their beliefs?
• Empathy: What they say? What they do? What they feel? What they think? Its good to know what people always do (Behaviour), that’s knowledge.
But its even more important to know why they do the things they do (Motivation), that’s insight. If you know their motivation you can predict their actions, that’s foresight. If you can predict their actions you can take advantage of the outcome, that’s power. Always try to seek and understand the, bigger picture and the deeper motives. Resource:
http://www.netmba.com/marketing/market/segmentation/ http://study.com/academy/lesson/generation-y-definition-characteristics-personality-traits.html http://www.generationy.com/about-generation-y-in-the-workforce/characteristics/ https://www.youtube.com/watch?v=JEDXSZBeYQ8
3. Competitors (Malaysia Only)
• Who are the competitors? (SWOT analysis)
• How and where do they advertise?
• What is advertising strategy? (USP/SMP)
• What do their Ads look like?
• What is the difference in the product?
• Where is it sold?
Requirements
The student must document the above research and analysis in their eportfolio and A4 hardcopy portfolio.
The results of the research must be collated, analysed and presented in a PowerPoint presentation. This will be uploaded to your eportfolio and printed as thumbnail slides 4 per-page for your A4 clear sheet hardcopy portfolio.
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 chronologically in the eportfolio cummulatively, for the duration of the project.
3. Powerpoint presentation of final analysis: Brand/Product, Target Audience and Competitor.
Printed as a handout, 6 slides per page.
Objectives
1. To develop students ability to gain and utilise insight for effective advertising
Presentation Slides
Feedback:
The presentation is well organised. The data is relatively comprehensive, however there were no citations although there were references. When you m,ake a claim or wrtie down info from a source, you must credit the source by citing. Conclusions are present and relatively insightful. Evidence of primary research and secondary research is visible. The Big Idea and Strategy is present, overall well researched presentation.
Reflection
During the collection of primary Data for Project One, I had a very hard time even looking at the counter with the condoms due to the fact that I was worried about bystanders looking at me and judging me while assuming that i am up to no good. In conclusion, now i am more comfortable with condoms. Not to say that i am 100% comfortable with it but I feel less disturb by it. This module has made me more open minded and less uncomfortable with sexual items.
Lectures:
9.01.2017 (Week 2)
Amer Eizwann (0320242)
Advertising Principles and Practice
Weekly Lectures and Exercises.
Mr Vinod started introducing us to the world of advertising and first told us what SMP & USP are. SMP stands for Single Minded Proposition and USP stands from Unique Selling Point. These are the important information that an advertiser needs to know in order to be ale to come up with the creative content. Mr Vinod also stressed out that there are no such thing as free advertising. "Free advertising is publicity" (Mr Vinod, 2017).
Mr Vinod than later introduced us to the father of advertising. William Bernbach. Mr Bernbach is the one behind the famous VW beetle advert and in that advert the strategy used is to ask for the consumer's sympathy.
Mr Vinod than later explain to us about the 10 principles of advertising. Which are:-
- Be the user. Buy the product and test it out. See the strong points of the product and use it to market the item.
- Make the product an actor
- Product and headline must be integrated
- Advertising need have a personality
- Use gimmicky things that are clique
- Truth in advertising is never 100% the truth.
- Know your audience
- Find the redeemable part of the product
- Be simple although its hard.
- Don't be safe but also plan the risk that you are about to take.
- Make sure it give an emotional impact to the audience.
After than Mr Vinod gave us an exercise by giving us the picture below and asking us to create an advert of Digi.
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| Figure 1. |
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| Idea 1. |
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| Idea 2. |
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| Mind Map |
11.01.2017 (Week 2)
Amer Eizwann (0320242)
Advertising Principles and Practice
Weekly Lectures and Exercises.
Mr Vinod today explain about what is marketing. Marketing is essentially buying and trading. In marketing the value of an advertising is very important because it communicates within the value.
Nowadays the industry are looking for someone who they call as "Hybrid Designer". These are the types of designer who not only can create the creative idea but also to generate ideas and content to further perfect their design.
An advert is a single artwork while an Ad Campaign is a series of advert within the same topic and creative idea. (Idea with legs)
An advertisement consists of:-
- A Proposition (USP, SMP)
- Creative Idea (The Message Within The Artwork)
- Strategy
Mr Vinod then ask us within our group to find 3 ad campaign and identify the Proposition, Creative Idea and Strategy.
1.
Proposition: See what you want to see
Creative Idea: It can bring you travelling where ever you want to go.
Strategy: Optical Illusion (Shock Value)
2.
Proposition: Absolut
Creative Idea: Its relatable to the geographic target audience
Strategy: Playfull (Plays with the shape of the bottle.
3.
Proposition: You can build anything
Creative Idea: Building children's imagination
Strategy: Mind Creativity (Imagination)
Shortly after finishing this exercise Mr Vinod shared with is a video, showing a VW Polo ramming into a Police Car in one of Kuala Lumpur's highway. He has asked us to take this advantage to try and promote the car. Unfortunately my group did not get the message properly and we went off track and did an advert for U Mobile Data Internet Plan by using the speed element from the video.
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| U Mobile Advert. |
Proposition: So fast it never stops
Creative Idea: Using related symbols that represents internet.
Strategy: Current Trend (At that moment)
16.01.17 (Week 3)
Amer Eizwann (0320242)
Advertising Principles and Practice
Weekly Lecture and Exercise.
Art Director
9.01.2017 - 23.1.17 (Week 2 - Week 4) Amer Eizwann (0320242) Advertising Principles and Practice Project 1 Project 1 Individual wo...
