Advertising Principles and Practice ( Project 2 )

2th May 2017 - 8th May 2017 (Week 6- Week 7)
Jason Ong Ngie Min (0324104)
Advertising Principles and Practice 


Lecture 7:  Influence of Socio-Cultural , Economical & Political factors in Advertising 

For this week, the lecturer asked us to study the notes by ourself as he mentioned that he'll  talk about week 8's lecture which is more important and relevant to discuss since Project 2 has more approach to that particular lecture. Here are the outcomes I've learnt myself from this lecture.

• Culture is the idea, customs and social behaviour of a particular people or society
• Culture is the art and other manifestations of human intellectual achievement.
• There is nemesis in the form of another country, based from politics.
• Malaysian policy in advertising is closely controlled , when it comes to government.
• In Malaysia, socio-politics plays a big role in influencing any forms of expression .
• Unacceptable products / services in Malaysia are liquor, alcoholic drinks, blue denims , promotion of contest except sponsored programme, night scenes, female body parts related, intimate contact.
• The larger the pocket, the larger the advertising campaign and the longer the duration. 
• The #viral phenomenon is a good powerful tool in social marketing and advertising as it is a game changer.

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Lecture: Project 2 

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. Brand 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
   rame> 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.
   

Figure 1: Brand logo

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Research :

Before selecting the medias that I am using for my upcoming ad, I made several research regarding the type of medias that is available to the market. 

Newspaper

Newspaper advertising can promote one's business to a wide range of customers. Display advertisements are placed throughout the paper, while classified listings are under subject headings in a specific section.

Magazine

Advertising in a specialist magazine can reach target market quickly and easily. Readers (potential customers) tend to read magazines at their leisure and keep them for longer, giving the advertisement multiple chances to attract attention. Magazines generally serve consumers (by interest group e.g. women) and trade (industry/business type e.g. hospitality).

Magazines do not usually serve a small area such as a specific town. If the target market is only a small percentage of the circulation, then advertising may not be cost-effective.

Radio

Advertising on the radio is a great way to reach  target audience. If target market listens to a particular station, then regular advertising can attract new customers.

However, sound has its limitations. Listeners can find it difficult to remember what they have heard and sometimes the impact of radio advertising is lost. The best way to overcome this is to repeat message regularly - which increases  costs significantly. 

Television

Television has an extensive reach and advertising this way is ideal if one cater to a large market in a large area. Television advertisements have the advantage of sight, sound, movement and colour to persuade a customer to buy from . They are particularly useful if one need to demonstrate how your product or service works.

Producing a television advertisement and then buying an advertising slot is generally expensive. Advertising is sold in units (e.g. 20, 30, 60 seconds) and costs vary according to:

• the time slot
• the television programme
• whether it is metro or regional
• if you want to buy spots on multiple networks.

Directories

Directories list businesses by name or category (e.g. Yellow Pages phone directories). Customers who refer to directories have often already made up their mind to buy - they just need to decide who to buy from.

The major advantage of online directories over print directories is that if one change their business name, address or telephone number, you can easily keep it up to date in the directory. 

If target market uses print and online directories, it may be useful to advertise in both, although print directories are being used less.

Outdoor and transit ( Billboards, Poster )

There are many ways to advertise outside and on-the-go. Outdoor billboards can be signs by the road or hoardings at sport stadiums. Transit advertising can be posters on buses, taxis and bicycles. Large billboards can get one's message across with a big impact. I

Direct mail, catalogues and leaflets

Direct mail means writing to customers directly. The more precise the mailing list or distribution area, the more  target market one will reach. A direct mail approach is more personal, as one can select audience and plan the timing to suit the business.

Catalogues, brochures and leaflets can also be distributed to  target area. Including a brochure with  direct mail is a great way to give an interested customer more information about  products and services. 

Online ( Social Media )

Being on the internet can be a cost-effective way to attract new customers. One can reach a global audience at a low cost. Many customers research businesses online before deciding whom to buy from.

Other ways to advertise business online include promoting one's products or services on social media sites, blogs and search engines and other websites that  target audience visits. 

(Jones , 2016)

After that I decided with a several selected media and made a more in-depth research regarding the medias as below. 

Newspaper 

• Advertisers can choose from a wide range of different types of newspapers, including local, regional or national titles published in daily, evening, weekly or Sunday editions.
• Newspapers target different readerships with a mix of content, often including sports, entertainment, business, fashion and politics in addition to local, national or world news.
• Advertisers can buy different sizes of advertising space, from small classified ads with text only, to display ads featuring text, photographs, illustrations and graphics in sizes up to a full page or even a double-page spread.

Why Newspaper?  *Statistics are based from europe and the us

• A European survey showed that 23% of the interviewed consumers of 13 countries were print users who use digital media with certain regularity. 46% usually merge print with digital. 19% were digital media users with positive opinion on print media and just 12% were digital users with no interests or positive attitude towards print media.
• The same survey showed that newspapers and magazines have a 63% of popularity among consumers.
• In America, 70% of Americans prefer to read on paper and 67% prefer printed materials.
• Recent surveys also showed that 33% of consumers don’t trust in those brands that don’t offer printed comm.unications and 69% would never choose a company with no printed bill option for transaction.

Those online marketing campaigns that include printed catalogs produce 163% more profits than those campaigns that only use digital media.

(Williams, 2017)

A December ’12 Valassis survey found that while digital ad campaigns are important to reaching those of Generation Y, print media also has a huge influence on their spending habits. In fact, Millennials often use print media to save money on online shopping, or to find products that interest them.

Here are a few statistics to prove the point:

• 60% of Millennials said they’d cut their shopping spending if they didn’t look at newspaper inserts
• 91% said they use print coupons, ads, and sale notices to save money
• 51% said print ads inspire them to make a purchase
• 30% said they go online to find more information about a product after seeing it in a print ad
• a whopping 87% use print ads to select which restaurants to eat at
• 84% find coupons and discounts on clothing in print ads, and 71% shop ads to find the best price for apparel (Beans, 2013)

Figure 12 : Table shows percentage usage of advertising in different generations 

Gen Y has the second highest statistics from using traditional ad format which is 35% towards newspapers as Gen Y feeling ‘ positive about it’ as an advertising channel. 

( Hobbs, 2017 ) 

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. 

• As a general rule of thumb, billboards are a very quick read, and therefore should not contain a lot of information.

• It is said that SIX WORDS is the ideal amount of copy on a billboard, and that can severely limit your ability to communicate with potential consumers.  (Duncan, 2016)
• 
  
• Malaysians are spending more time in traffic gridlock than a year ago, according to an online survey conducted by global carmaker, (Ford, 2016)

• The company said of the 1,050 Malaysian respondents, 55 per cent of them said they spent more time in 

• This can be said that from the traffic condition that occurs in Malaysia billboard advertising is a good opportunity to advertise TDS. 

Why billboard?

Visibility

• Since billboards are generally placed along highways and busy streets, you'll be guaranteed that people will see your advertising.
• Also, unlike with commercials or magazine ads, you cannot flip the channel or turn the page on a billboard. Therefore, people will notice the billboard whether they like it or not.
• Another added benefit is that many people travel the same route repeatedly, such as with their commute to work each day. This meas that they'll see the billboard regularly, which makes it more likely to stick in their minds

( Robertson, 2013 )

Audience Conversion

• The strategic location and unique design of billboards are instrumental to making sales and converting an audience into an instant customer.
• If a person driving by sees the billboard and suddenly realizes the need to buy the advertised product, it will be easier for him or her to drive to the nearest establishment offering that product

Figure 13 : Infographic on percentage of outdoor advertising 

Social Media 

• Social media has evolved in the early 21st century, offering a relative low-cost way for your business to get more engagement with customers.
• Messages can be sent to all followers via Twitter, but also respond directly to individual comments and discussions.
• Facebook allows for company announcements, question-and-answer posts and other ongoing interaction with customers.
• This type of engagement is vital in a fast-paced, technology-driven marketplace

( Kokemuller, 2017 )

Why social media?

• When Pew Research Center began tracking social media adoption in 2005, just 5% of American adults used at least one of these platforms. 

• By 2011 that share had risen to half of all Americans, and today 69% of the public uses some type of social media.

• Facebook is the most-widely used of the major social media platforms, and its user base is most broadly representative of the population as a whole. 

• Smaller shares of Americans use sites such as Twitter, Pinterest, Instagram and LinkedIn.                                                                         (Jenkins , 2017)

Figure 14 : Statistics for Millennials used social media

Figure15 : Table shows the percentage of Millennials used social media softwares between age and gender

Figure 16 : Top 10 drivers to use social media by percentage

Figure 17 : Infographic of the usage of YouTube, Instagram, Facebook and Twitter

Having all those informations collected, I will now summarise the informations taken and compile it into my powerpoint presentation. 

Final Slides 

Feedback 
Your Presentation 2 slides was adequately researched. There was citations and diagrams sources was credited. Only the timeline was not stated clearly 

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Feedbacks:

Week 6
(In response with Project 1 slides)
Submission: strategy and big idea needs to be fixed and not convincing enough. Several slides can be condensed into one and justify each statements that is made.

Week 7
(In response with idea sketches)
The visuals with weird combinations is okay but try to work hard on the core ideas and make it relavant with the tag line. Identify and expand the idea sketches and make sure that the sketches need to say what we are trying to intend which is 'hybrid designer'.




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Reflection

Experience 

In week 6 I enjoyed brainstorming with the class as we are given the chance by the lecturer to discuss our idea sketches between our classmates. It was fun as we are very open to each and everyone's opinions. Week 7 on the other hand is quite tiring for me because we had our class till 8 and I experienced that it was exhausting emotionally for me , mainly because workloads are getting heavier too.

Observation 

I observed that I was pretty loud in the class when we are discussing in the class compared to the previous weeks during week 6 . In week 7, I noticed that I became forgetful easily due to lack of sleep and after that, I started writing notes, creating stickies and listed works I need to finish for the week to make sure I am on a right track .

Findings 

In week 6, I found out that I am working on my works more slowly due to my procrastination of doing work and it is a bad sign since we have few more projects and exercises that needed to be done by end of this month. In week 7, I found out that most of our classmates are getting less motivated as usual. Maybe it'll be great to go out for a walk to clear up our minds.