6.02.2017 (Week 1)
Amer Eizwann (0320242)
Advertising Principles and Practice
Project 2 Brief
Project 2 (20%)
The Brief
Advertising Campaign (Part 1): Media Mix (or Strategy)
Duration of Assignment
2 Weeks (Briefing on Week 3)
DEADLINE
Week 4 (25 Jan 2017)
Description
The student now has the task of developing an Advertising Campaign – a total of 3 ads across
different/same media – for the Playsafe Condom Brand, and its Air Ultra Thin product. Utilising the
insights researched (Project 1) and the ideas developed (Exercises), 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. The types of media can be different/same.
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: Playsafe Condoms
The product: Air Ultra Thin (See figure 1.)
SMP/USP: Extremely thin condom for extra sensitivity
Target Audience: Gen Y.
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
chronologically in the eportfolio cummulatively, for the duration of the project.
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, 6 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.
Presentation Slides
Feedback:
The presentation was good. Not too much information so it did not overwhelmed the readers. The only problem is that I did not list out the media that i wanted to use in my introduction and in my final conclusion.
Reflection
During the research stage, I found out that their are so many different platforms to advertise on that everything has its pros and cons. I also find that not all advert can work on all platforms. The visuals create and the medium of choice has to compliment each other or the advert wont sell. I experience that social media in the current era has cause a huge impact on society nowadays and that it why i choose to advertise on social media platforms. I observe that the number and stats for Gen Y using social media is very high and i feel that sometimes its at a dangerous level until to the fact that they forget about their surrounding and the things they can enjoy from nature but in regards to advertising on social media, its a good thing that we can guarantee an audience stumbling upon our advert and hopefully create an impact to them.
Lectures:
25.01.17 (Week 4)
Amer Eizwann (0320242)
Advertising Principles and Practice
Weekly Lecture and Exercise.
Mr Vinod had ask us on Facebook to finish an exercise before entering the class. He has as to study a recent build board advertisement that has been viral on social media lately.
Lecture:
Today Mr Vinod told us the 4 important steps in choosing the right medium for our advert. Then he has to leave early for a meeting.
How to decide the right media to advertise.
- Know your advert well
- Find examples of other advert and where it is placed
- Open you eyes to unexpected places
- Know your medium (Research)
Exercise:
Proposition: Mahkota Untuk Ais Kacang (Crown
and Jewel for “Ais Kacang”)
Creative Idea: Using iconic public figure and their
well know asset.
Strategy: Relatable Image and Shock Factor.
Target
Audience: Generation X
Would
I be intrigued to buy it ?
Yes. Because its memorable and due to
the advert it can easily be known to the public.
13.02.17 (Week 6)
Amer Eizwann (0320242)
Advertising Principles and Practice
Weekly Lecture and Exercise.
Mr Vinod started of with a quote from Rory Sutherland saying, "I would rather be evil than useless". In advertising content which means that He would rather have someone hate his work than someone not have any impact.
After than Mr Vinod talked about closed economy and what it means. In his lecture he said that society has to views on closed economy.
View 1 - Closed Economy makes less money
View 2 - Economy that is open, endanger the local market.
A closed economy will raise up the local market but if the local market is not strong the country becomes a open economy then other established and well to do company will monopoly the local market and if the government closed back the economy it will make the market suffer due to the lack of quality and trust on the local market.
6.02.2017 (Week 1) Amer Eizwann (0320242) Advertising Principles and Practice Project 2 Brief Project 2 (20%) The Brief Advertisi...
