Exercise

27th March 2017 - 22nd May 2017 ( Week 1 - Week 9 )

Jason Ong Ngie Min ( 0324104 )

Advertising Principles and Practice 

Lecture 1: Bernbach's 10 Principles of Advertising 

We were briefed by the lecturer of the concept of advertising and why are learning it from a variety of sources. Also, we were introduced to the William Bernbach's 10 Principles in advertising which is one of the three founder of the advertising agency Doyle Dane Bernbach aka DDB and then learnt about the iconic VW Beetle and Polaroid advertising  campaign by DDB. 

Learning outcome from the lecture :

• Marketing is an art of selling 
• Marketing is generally a capitalism 
• Believe the product if we are ought to sell the product 
• If advertising is not priced, it's publicity

Forum

1. In your view – based on what you have heard and discussed – is advertising relevant today?
2. From the 10 principles mentioned, list 3 principles that you felt strongly about? Explain why you felt strongly about these 3 principles?

My Answers

 1.It is crucially relevant in the advertising industry because advertisements have the chance to give a big impact to the audience or also known as the consumers on a particular product. For instance, advertising helps to improve shoppers behaviours on buying a product that is well advertised or also gave awareness to them from an advertisement that is encouraging or gaining any alertness. Besides, advertising is also important as it will gain profits to the brand or a company from the advertisements they have produced.

2. Go to the essence of the product. For me, this principle will stand out a lot as an advertisement because the aim and the content of an advertisement can be focused or highlighted instantly without wasting the audience’s time as we have very little time to grab their attention and be entertained from the ad.

Make your product and actor, not a prop. From my point of view, making the product stand out as an actor will create a lot more attention because it will be more entertained as it is not as bored as the typical advertisement thus, the ad will be remembered for a long period of time. Making the product as an actor will also remind the audience to get that particular product as it will be the main character in the advertisement.

Safe ideas can kill you. In my stand, creating an advertisement that is not controversial and interesting will not grab as many attention as the normal ads because a safe ideated advertisements are already advertised so many times that it has become a boring or an overrated ad. The reason is because creating a normal and safe ads is commonly advertised till the extent where the audience will expect the content of the advertisement thus, not acknowledging it. But, creating an advertisement that is out of the comfort zone or controversial will make the audience be more curious about it and figuring out what product they are trying to sell.

Lecture 2 : Advertising and Marketing 
The lecturer begins the lecture by explaining the meaning of Marketing is, from it's definition, how marketing works and explained it in more detailed way metaphorically. We were then showed how advertising was a small part of the large marketing process. Besides, the lecturer also explained us the synchronisation of of the four marketing elements which is also called the 4P's of marketing. He then showed us a quote from Theodore C Levitt. Levitt claims that marketing is a strategy about developing a demand for a product and fulfil client's needs. On the other hand, advertising seeks to communicate the client convincingly that this should be the client's choice amongst the range that is available in the market.

Learning outcome from the lecture:

• Marketing need values for someone otherwise it is pointless
• Value is key
• Understand the consumers properly (insight) when any marketing is conducted

Forum

We know that Marketing functions in a capitalist system, how does marketing function in a Communist System (Economic Model)?

My Answer 

Communist System is an economic system where the government owns most of the factors of production also, decides the allocation of resources and what products and services will be provided. The end goal in this system is to eliminate class distinctions among people, where everyone shared equally in the proceeds of society, when government would no longer be needed. Besides, another major feature of communist economies was their emphasis on the country's self- reliance, making it discouraging international trades and investments. Although the purpose of Communist System was to serve the needs of the lower class, communist government simps became restrictive until it exploited their people to acclaim their own power which I think is inadequate. 

Lecture 3 : Creative and effective advertising message for a specific target audience

The lecturer started the lecture and asked us how long do we take to be attracted or not from an ad. He then asked us 'Are you creative?' , followed by ' why' . Individually, we answered the questions and then we were briefed on how creativity is defined and the two involved processes which is thinking, then processing. The lecturer then brief us the reasons why people are motivated to be creative by Robert E. Franken which are

1. need for novel, varied, and complex stimulation 
2. need to communicate ideas and values
3. need to solve problems

Besides, the slides is then continue with one of Franken's quote which sums up that we have to know to views things differently as a designer in order to be creative and the ability to generate new possibilities or new alternatives. The lecturer also showed us Drewnainy & Jewler's suggestions on the context of advertising requires any creative ad to make relevant connection between brand and its target audience, present a selling idea and be unexpected. After showing several impressive ads from the power point, we then introduced about segmentation of a consumer market. We are separated into groups of two or three to find the definition of behaviouristic, geographic, demography and psychographic. 

Learning outcomes from the lecture:

• Creativity is a collective point of view, not from an artist point of view
• Choose a topic that stand out but make research first
• Find an angle that never been used in order to be creative
• The process of creating an ad have to be enjoyable in order to create something effective

Forum

1) Describe creativity in your own words.

2) Is Marketing Evil?

My Answers
1) To me, creativity is when one has the ability to imagine, visualise and think critically of it's original idea and then was translated into a message or any works of art.

2) In my view, marketing is not evil and the reason is because most of them are trying to convey the message of any particular product that is going to be marketed. Hence, marketing is not playing any malicious part of the society but they are just there to be advertised , giving the message to the audience to buy the products.

Lecture 4: Advertising Practice in support of Marketing

The lecturer begins the class by giving the definitions of Advertising and also Marketing. He also explained briefly about advertising in a free market economy to gain a deeper understanding of Advertising practice. Then, the lecturer asked us to Google quickly, understand and explain some advertising strategies like:

• product differentiation 
• market segmentation
• positioning 

Part 2: the lecture continues with five advertising practices in support of marketing.

• understanding the target audience 
• the planning process
• the creative process
• reaching the target audience 
• integrated marketing communications

Learning outcomes from the lecture:

• Advertising is Fine Market
• Product positioning means the way how we intend to position our brand to the consumer's "Perception"
• TV ads can be targeted too, but not as much as social media

Lecture 5: Roles and Responsibilities of an Advertising Art Director

For this week, the lecturer unfortunately did not manage to give the lecture hence we are ought to read it by ourselves. From the powerpoint, the lecture explains the role of an Art Director, where this role fits in the organisational hierarchy of an advertising agency. The lecture also briefly explained job scopes of an Art Director followed by several interesting visuals . An Art Director simply 'borrows' from the world around us, and recreates new things out of it.

Forum

Is there a difference between a creative director and an Art Director? Do both occupations share any similarities?

My Answers
In my view, there is a difference between a creative director and an art director.

A creative director plays the role where concepts, ideations, philosophy are planned and leaded. Also, a creative director supervise the creative process and give guidance to the creative people that work under them . 

An Art Director on the other hand tries to come up innovative ideas for the visual elements of any conducted project in all kinds of media.

They both share the same similarities in a way that both of them make sure that every work is on track and above all, easily to be understood.

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.

Lecture 8: Advertising Message and Choice of Media 

The lecturer started his lecture with explaining the means of 'media' and 'new media' and also it's purposes as well. Media refers to the main means of mass communication like television, radio and newspaper while new media refers to the internet modes of mass communication. He then proceed by briefing advertising message and media strategy where it describes how advertisers will achieve the stated media objectives: which media will be used, where, how often and when. After showing several brilliant media strategy that is used, the lecturer explained a quote that he picked up from Marshall McLuhan, " The medium is the message ". What it means is that the form of a medium embeds itself in the message, creating a symbiotic relationship by which the medium influences how the message is perceived. Then, the lecturer proceeded by explaining us the 5Ms of media strategy which are Market, Money , Media, Mechanics and Methodology.

Learning outcomes from the lecture : 

• Internet penetration in Malaysia is high, 80 % people has switched to newspaper via online. 
• Advertising, promotion, publicity and events is a form of marketing.
• " The medium is the message"; medium influences the message
• When choosing a media, remember the target audience
• Media choice can be as creative as advertising message too. 

Forum: 

In your own words, briefly explain the difference and similarities between Integrated Marketing Communications and Media Mix.

My answer

Integrated Marketing Communications (IMC) is a simple concept where it ensures that all forms of communication and messages are carefully linked together.

Media Mix on the other hand is the combination of communication channels one's business can use to meet it's marketing objectives. Typically, these includes newspapers, radio, television. billboard, websites, emails, social media platform, etc.

Both of this share the same similarity which is finding a way to communicate with the audience, encouraging them to buy their product/service. 

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Lecture : Idea sketches 

We were introduced with the weekly exercise which is idea sketching that will be held for eight weeks. The lecturer showed us examples of sketches from our seniors but it will be a different product and a different Single Minded Proposition (SMP) or also known as Unit Selling Point (USP) . The outcome of the sketches has to be clean, concise and clear. Also, make sure that the sketches has to meet the SMP given. 

Exercises (25%) The Brief
Idea Sketches
Duration of Assignment
8 Weeks (Briefing on Week 1)
DEADLINE
Week 9 (22 May 2017)
Description
This exercise spans 8 weeks. The student is given a Brand and a USP/SMP (Unique Selling Point/Single Minded Proposition) is identified. The student is to develop a minimum of 10 idea sketches every week—the more the merrier. The focus of the task is on the development of ideas—the Idea is king! Evaluate your ideas and select only the best. The sketches must be clean, clear and concise. While ideating you are only required to come up with the line and the visual— remember the twisted headline straight visual or vice-versa formula.
Rules for the Ideation process (or brainstorming).

1. Weird, wild, wacky and off the wall ideas are welcome. 
2. Negativity is not welcome 
3. Build on ideas. Don't shoot them down. 
4. All ideas are welcome and respected. 
5. Do not censor yourself. Just say it. 
6. No interruptions from outside allowed (That includes cell phones). 
7. Take a short break every hour. 

RequirementsTo develop a minimum of 10 idea sketches every week, the student must first state the USP/SMP, develop a Mind-Map and then develop idea sketches. This process is repeated for all 8 weeks. The work is compiled chronologically in an A4 clear sheet folder and documented on the students’ eportfolio (online journal).
Submission

1. A4 Sketch papers, in an A4 Clear Sheet folder, documented logically and chronologically. 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. 

Objectives
1. To develop students ability to ideate effectively. 

Figure 1: Brand logo

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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Idea Sketches:

Week 1

Figure 2: Idea Sketches

Figure 3: Idea Sketches

Figure 4: Idea Sketches

Week 2 

Figure 5: Idea Sketches

Figure 6: Idea Sketches

Figure 7: Idea Sketches

Week 3

Figure 8: Idea Sketches

Figure 9: Idea Sketches

Figure 10: Idea Sketches

Week 4

Figure 11: Idea Sketches

Figure 12: Idea Sketches

Figure 13: Idea Sketches

Week 5

Figure 14: Idea Sketches

Figure 15: Idea Sketches

Figure 16: Idea Sketches

Week 6 

Figure 17: Idea Sketches

Figure 18: Idea Sketches

Figure 19: Idea Sketches

Week 7

Figure 20: Idea Sketches

Figure 21: Idea Sketches

Figure 22: Idea Sketches

Week 8 

Week 9

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In-Class Exercise:

Week 2: Decoding

In the exercise, we are paired with a group of two and find a series of advertisement to figure out the :

• Proposition (USP/SMP)
• Creative Idea (Ad Message)
• Strategy 
• Elements 

Figure 23: Moms Demand Action ad

Figure 24: Moms Demand Action ad

Figure 25 : Moms Demand Action ad

Kah Yee and I chose this ad from a forum from America called Moms Demand Action where the moms in America are trying to promote gun sense there and it was pretty eye catching and interesting for us the reason because it brought a lot of meaning, awareness and also information. For example, these ads are comparing two objects, one being harmless and vice versa and said that one of the object that the children held is banned in the schools of America and asked the audience to guess it. Turns out the objects that are harmless are banned but the one that is extremely dangerous which is the guns are not. From our research, this ad is very controversial across the country and thus banned in America. 

We both agreed and identified that the proposition is Promote gun sense in America to protect children. Harmless children items are banned but not guns are identified as the ad's message. Furthermore, the strategy that we also come up is imposing fear for gun assault and creating the awareness of growing epidemic of gun violence in America. The elements on the other hand are elementary school kids, guns, classrooms,  banned items ( Kinder Joy, Red Riding Hood storybook and dodgeball), visuals, logo, tagline and facts. 

Discussion 

We were asked by the lecturer to discuss two different local ads that are from the same company which is Dairy Champ, a dairy product company promoting their products while using the ambassador as one of the disturbing image. 

Figure 26: Dairy Champ ad

Figure 27: Dairy Champ ad

Figure 28: Dairy Champ ad

My view: 

I think the ad is using the method of metaphor as the use these two different products is different. For example,, it can be said that Dairy Champ's condensed milk is able to produce big amount bubbles as shown and bubbles in the ad above is represented as the hair of the member of Alleycats, a classic Malaysian band which is known for their hair. In another way, this ad is somehow creative yet humorous though the visuals can be a little scary. Elements of the ad is visuals, tagline, signatures of the ambassadors and also the logo. I think the SMP for this ad is ' Dairy Champ provides good taste" .

Week 3: Mind-map!

Figure 29: In class exercise brainstorming outcome

For this exercise, the lecturer participated as well for our mind map/ brainstorming exercise. We were given the word Japanese Speaking Class. The trick is to separate the word Japanese and Speaking into two and then brainstorm any visuals that relates to the word individually. After brainstorming some ideas, the lecturer then asked us to suggest to pick any two visuals from the two different word and combine it, making it an elegant solution.

Learning outcome from the exercise:

• Go beyond than the usual image
• Think of an image more clearly so it is easier to understand
• Find any two visuals that is relatable enough in order to create an elegant advertisement

Week 4 : Digi ad

This is the brief provided:

Figure 30

A online news photographer was tasked to capture images of the mass demonstration known as BERSIH, which champions clean and fair elections. The movements signature colour is yellow. In one of the images posted online, a massive number of protestor is seen nearby a Digi Telecommunications retail outlet. Seeing that the colour yellow also happens to be corporate brand identity colour for Digi, the opportunistic marketing team at Digi has decided to leverage this scene to their benefit.

Your task is to come up with a slew of twisted headlines for the image attached.

I grouped up with Agustin. We came up with three different tag-line with the consistent idea. 

Figure 31: In class challenge 1/3

Figure 32: In class challenge 2/3

Figure 33: In class challenge 3/3

Week 5: Volkswagen ad

This is the given brief to us:

We have learned about marketing being the action or business of promoting and selling, while advertising is the art of communication and persuasion. This video clip went viral recently: it shows a Volkswagen Polo ramming a Malaysian Police car from the back and then speeding off. The incident was recorded by a dashboard camera and was uploaded onto YouTube which then went viral on social media. Viral marketing/advertising (sometimes) uses a preexisting social phenomenon (like this incident) to advance a service or a product by leveraging on its popularity.

Task

Your task is to leverage on this incident that has gone viral on behalf of Volkswagen's Polo brand of cars, and increase the brand awareness of the car. You can approach this by using humor, wit, or any other means necessary and make play of the incident to ride on its popularity.

Client: Volkswagen
Medium: Online Web banner (336 x 280 pixels)
Deadline: 30min–1hr
News Portal: The Malaysian Insight, The Star Online, The Malay Mail Online, etc.
The ad will feature on the home page of the news sites and on the side of the online article featuring the incident.

Results 

I teamed up with Kah Yee and Abby,  with a simple and wacky tag-line called YOLO Polo.  

Figure 34: Volkswagen In class exercise 

In Class Challenge 

Week 7

For this week, we were to discuss the given local ad from the lecturer and identify as following :

a)

1. USP/SMP
2. Creative Idea
3. Strategy 
4. Ad Elements

b)  Reflect on the strengths and weakness of the Ad. Campaign (not more than 300 words).

C) Propose a better campaign idea and execute a sample Ad' campaign.

Resource:

Women do not owe their husbands sex — All Women’s Action Society 

Figure 34 : Women do not owe their husband's sex

Figure 35 : Women do not owe their husband's sex 

Figure 36 : Women do not owe their husband's sex

Figure 37 : Women do not owe their husband's sex

I paired up with Kah Yee and Chee Eng and here are the results:

a)

SMP : No excuse to rape

Creative Idea : The victim is facing the camera as if they are looking at the audience, struggling seeking for help

Elements - Visuals, Tagline, informations, Call to Action

Media : Digital campaign, social media, poster

Strategy : To impose the emotions of anger and disgust in audience

Strength :

• Clean, concise and clear
• Able to raise awareness
• The ads are ethnically diverse
• Involve all range of age group as victims
• Provided important information

Weaknesses : 

• Only focus on female, but sometimes male can be a victim too.
• Could have use dual language for information.
• Lack of consistency in delivering message.  

b)

The strength of these advertisement is that it is clean, concise and clear. It conveys the message directly to audience without any twisted visuals and lines. Thus, the ad is easily understood when one sees it. Another strength of this ad is the choice of victims in these ads are ethnically diverse. Also, they involved all range of age group as victims. This concludes that they are no specific targeted people could be a rape victim, but everyone no matter race and age groups. Besides, the ad also provided important information like the helpline so that everyone who noticed the ad can save the number and make use of it when trouble comes.

The weaknesses in these advertisements is the message that only show females as victims, but in society nowadays sometimes male can be a victim too. Besides, ad message should be deliver in dual language. There is a lack of consistency in the advertising message as the taglines are not used in every advertisement. Visuals are not impactful enough even though the message is clear.

c)

Campaign idea :The advertisement also can be posted in female toilets because it might be the only chance for the victims to call for help. Besides, it can be posted in public transportation areas where everyone can notice it not only online.

____________________________________________________________________________________________________________

Feedback:

Week 1 
(in response from the forum post)

Be precise on choosing words wisely as it might deliver the message wrongly. Furthermore, justify every claim that has been made.

Week 2 

(in response to our forum post)

'Good answer', said the lecturer. He also mentioned the day before that we can practice their selfishness into our system.

(in response on my weekly idea sketches)

The sketches does not really relate to the word 'hybrid' which is in the SMP instead most of the sketches are related to the word 'nurture'. Emphasize the word 'hybrid' more in my sketches. Tagline are mostly unrelated and thus work more on making the tagline that suits the visuals. 

Week 3

(in response on the forum post)

Always be skeptical what been said, make sure to stand rigid on every answer that is answered and also make lots of reserach before answering any questions.

(in response on my weekly idea sketches)

Certain sketches could be expanded as I think weird looking ads works well. Moreover, start to generate ideas that could be expanded more or AKA "legs".

Week 4

(in response of the weekly idea sketches)

Communicate sketches with SMP, also focus more on 'HYBRID' and make sure sketches is related to tagline. Keep creating more fresh ideas instead of creating sketches with 'legs'.

Week 5

(in response of weekly idea sketches)

Some sketches have potential but work harder on tag lines as the visuals sometimes doesn't work together. Also, focus on the previous sketches that could work and then reflect it into a better version for the following week. Explore more visuals also but will be better if the creative idea is already set. 

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:

1) Experience 

During week one, it was an exhausting day for me as we had class till 8 pm also, I used up too much of my energy to focus in the class which is tiring. Week two; I was frustrated with myself as the idea sketches is still not meeting with the SMP, also a little bit exhausted from the class. Week three; it was tough for me to generate ideas and be more focused in the class but on the other hand, I am slowly started to be more participative in class to give feedbacks to my classmates. Week four; the lecturer are giving us ideas and help us out even more and I felt encouraged to proceed with the given project. Week five; I felt that the class is getting more interesting and less exhausting maybe because we are keen to learn more from the lecturer. Week six ; 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.

2) Observation

In week one, I witnessed that we are quite shocked and also nervous to attend the class because it is our first time having the lecturer to guide us for this module and look wise, he seems pretty strict , but he was not. :) Week two;  I observed that I wasn't really sure and a little bit skeptical in the class especially showing my idea sketches to the class. Week three; I witnessed that my classmates and I are getting used to the class as we progressively showed the lecturer our idea sketches, discussing forum questions and having in-class exercises. Week four; I observed that the lecturer are getting more in-depth towards the module as he explained advertising in a broad way. I also noticed that the idea sketches that our class came up with are having similar ideas. Week five; I witnessed that our class is getting more comfortable to each other where we gave feedbacks from our ideations and helping out what is best for the sketches. 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 .

3)Findings

Week one; I found that advertising isn't just a random strategy of selling a given product. It takes a lot of studies, understandings and process to market something. Week two; I discovered that marketing and advertising are not the same thing though they are under a same roof. Besides, I found out that the some of our classmates came up with a really good idea for the weekly sketches which motivates me to push harder. Week three; I found out that internet resources isn't enough for our idea sketches. What we need is to think harder and start explore more ideas in a more detailed manner. Week four; I discovered that    taking notes from the lecturer is very useful for me and I believe for everyone because it helps us a lot for the documentation and also more knowledge instead of just learning from the lecture notes. Week five; I found out that I am getting more lazy to finish up the weekly task and project even though we are having a holiday which is not good because procrastination will lead me to a disastrous final outcomes. 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. 

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Book of the weeks: 

(Week 1)
The Advertising Concept Book by Pete Barry 

Figure 38: The Advertising Concept Book by Pete Barry

This book basically explained the need of concept in every advertising which is the most important lesson. Pete Barry's outlines is simple but fundamental rules about how to 'push' an ad to turn it into something exceptional, while exercise throughout will help us assess our own work and that of others. 

(Week 2)
Advertising Outdoors by David Bernstein

Figure 39: Advertising Outdoor by David Bernstein

This book basically analyses the dynamic, exciting exterior medium of outdoor advertising that has until now remained largely undocumented. This book focuses at the art and ingenuity of art directors and copywriters who devise the artwork and ideas, and also explores how their creative input drives an industry that supplies large-scale frames like billboards, transit shelters, bus sides, train cards, phone boxes, taxis, airships, and many other location opportunities. This book is very informative yet exciting to read because it gives several solutions for outdoor advertising issues and many more that I can apply in this module. 

(Week 3)

Creative Engine by Wang Shaoqiang

Figure 40: Creative Engine by Wang Shaoqiang

This book discussed and said that idea is the soul of advertising and the people nowadays pay more attention to the concept, representation, message and implication of advertising. Wang also mentioned that the inspiration of originality comes from life and observation and this is the key to be novel, efficient and improved. 

(Week 4)

 The Copy Book by Anthony Simonds

Figure 41: The Copy Book by Anthony Simonds

This book is telling about the truth about what good advertising is about and showed 32 of the world's top advertising writers go about their work. It helps to teach advertising or plan to discuss the subject with students.

(Week 5)

Advertising Creative Strategy, Copy, Design by Tom Altstiel and Jean Grow

Figure 42: Advertising Creative Strategy, Copy, Design by Tom Altsiel and Jean Grow

This book is stressing about key principles, illustrating them, and then providing practical information students like us and working professionals can use. It also delivers a combination of industry expert inserts as well as fundamental principles to developing and creating impactful advertising/ marketing. 

( Week 6 )

The Advertising Handbook by Sean Brierley 

Figure 45: The advertising handbook by Sean Brierley

This book is explaining about the critical introduction to the practices and perspectives of the advertising industry. Sean explores the structure of the profession and examines the roles of all those involved in advertising including business, agencies, consultancies and media owners. Also, it traces the development of advertising and examine the changes that have taken place from its formative years through to today's period of rapid change which is the impact of new media, the rise of the ad agency, industry mergers, the Internet and digital technologies, and the influence of the regulatory environment. 

( Week 7 )

Advertising as Communication by Gillian Dyer 

Figure 46: Advertising as Communication by Gillian Dyer

This book explains that advertising is a form of communication that constantly impinges on our daily lives, yet most of the people in this society often unaware of it os more subtle forms of persuasion, or of the extent to which it manipulates the culture. This book sets out to examine advertising as a form of communication in contemporary society and also places it in its wider cultural and economic context.