AP&P - Project 1

26/3/18 - 13/4/18 (Week 1 - Week 3)
Seoh Yi Zhen (0328497)
Advertising Principles & Practice
Project 1 - Insight

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LECTURE NOTES

Lecture 1
29/3/18 (Week 1)

To kick off this module, we were introduced to the fundamentals of advertising. The term advertising is derived from the Latin word advertere, meaning "to turn towards". Essentially, it is to turn your attention towards something. In modern times, advertising is a tool of marketing, and marketing a tool of business, where advertising seeks to make aware, persuade, communicate or create an image/brand for a product, service or organisation, at a price.

According to William Bernbach, there are 10 basic principles in advertising. These principles are important because they are the fundamental rules or beliefs that underpin this profession.

Forum

Fig. 1.1: Week 1 forum question.

Fig. 1.2: Week 1 forum answer.

Lecture 2

10/4/18 (Week 3)

The term marketing originates from Latin words, Mercari and Mercatus, which means "buy or trade". The American Marketing Association defines marketing as the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. Marketing involves research, strategy, development, placement and promotions. 

Advertising on the other hand, is one aspect of the marketing processes, where advertising involves communication and persuasion. It is also the most expensive aspect of marketing.

In short, marketing is about developing a demand for a product and fulfilling the customer's needs while advertising seeks to communicate convincingly to this customer that this should be his/her choice amongst the range of products available. 

Lecture 3

13/4/18 (Week 3)

In this class, we learnt more about creativity and how to create an effective advertising message for a specific target audience. Creativity is defined as the act of turning new and imaginative ideas into reality. It involves two processes: thinking, then producing. If you have ideas, but don't act on them, you are imaginative but not creative. Creativity in the context of advertising requires creative ads to make a relevant connection between brand and its target audience, present a selling idea, and be unexpected.

In order to create an advertising message that's effective, it's crucial to understand who you're speaking to. Market segmentation is a strategy of identifying groups of people with certain shared needs and characteristics within the broad markets for consumer of business products and aggregating these groups into a larger market segments according to their mutual interest in the products utility. A consumer market can be segmented into four categories: behaviouristic, geographic, demographic, and psychographic.

Forum

Fig. 1.3: Week 3 forum question.

Fig. 1.4: Week 3 forum answer.

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INSTRUCTIONS

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PROJECT 1

For this project, I chose The Design School @ Taylor's University as my topic of study. I conducted primary research (interviews and surveys) and secondary research (data gathering from websites, brochures, etc.) in order to gain insight then form an effective advertising strategy.

Brand & Product Insight

Primary Research

Based on the PowerPoint presentation given to us by Melody Khoo from the TDS Marketing Department, I summarized the information and extracted what I felt was most important.

Programmes Offered

1. Foundation in Design (1 year) - Fundamental understanding of the various fields in Design
2. Foundation in Arts (1 year)
3. Diploma in Interior Design (3 years)
4. Bachelor of Arts (Hons) Interior Architecture (3.5 years) - Fully accredited by LAM.
5. Bachelor of Design (Hons) in Creative Media (3 years)

About

1. Industry Exposure

• Students participate in Local & International Design Showcase & Competitions
• Industry collaborations, Industrial Attachments, CSR projects
• Students showcase their projects via Graduate Showcase event

2. Wide Artistic Influence

• Lecture Series, Professional Exhibitions, International Workshops

3. Internationalisation

• Activity Week, Asian Cultural Exchange, Field Trips, Site Visits

Facilities

Carpentry Workshop, Photography Studio, Design Mac Lab, Drawing Room, Printmaking Room, Multimedia Lab, Design Studio, Exhibit Gallery (CODA)​

Benefits

1. Graduate from a reputable Design School.
2. Cultivate design thinking skills to provide innovative design solutions through a shared experience.
3. Comprehensive education which covers cultural, scientific and technological needs of society. Explore how design is applied in design and non-design context.
4. Multidisciplinary exposure to give our students an edge in creative and critical thinking skills. 

5. Widened perspective via artistic influences from various countries & cultures.

6. Hands-on learning: Real projects with the industry and industrial attachments.

7. Various facilities to facilitate design thinking and knowledge exchange.

Discriminator/USP

Facilitating Design Thinking

1. Design as a Shared Experience: Local & International Design Showcase & Competitions, Lecture Series, Professional Exhibitions, Graduate Showcase, International Workshops

2. The Exposure: Activity Week, Asian Cultural Exchange, Field Trips, Site Visits

3. Hands-on: Industry collaborations, Industrial Attachments, CSR projects

4. Facilities: Carpentry Workshop, Photography Studio, Design Mac Lab, Drawing Room, Printmaking Room, Multimedia Lab, Design Studio, Exhibit Gallery (CODA)

Values

1. Creative

2. Innovative

3. Inventive

4. Experimental

5. Intuitive

Essence

Think. Design. Provoke.

Besides that, we interviewed the Dean of TDS, Sir Ernesto Carlos Pujazon, in order to gain more insight from a different perspective. We also conducted a survey among current students enrolled in various programmes of TDS to get a consumer's point of view of the brand.

Fig. 2.1: Interview transcript.

Fig. 2.2: Survey results (participated by current TDS students).

Fig. 2.3: Survey results (participated by current TDS students).

Secondary Research

This was done by going through brochures and websites so that I could gain more information about TDS.

Fig. 2.4: TDS prospectus.

Fig. 2.5: TDS on Taylor's webpage.
Source: https://university.taylors.edu.my/design

Fig. 2.6: TDS main webpage.
Source: https://thedesignschool.taylors.edu.my/tds/

Fig. 2.7: TDS ads.

Fig. 2.8: TDS ads.

Based on all the information gathered, I was able to conduct a SWOT analysis on TDS.

Fig. 2.9: TDS.

Fig. 2.10: TDS SWOT analysis.

Target Audience Insight

Definition of Gen Y
Generation Y, also known as Millennials or Echo Boomers, refers to the generation of people born during the 1980s and early 1990s. The name is based on Generation X, the generation that preceded them.

Demographic

Fig. 2.11: Population distribution of Malaysia by age groups (2016).
Source: https://vase.ai/blog/malaysias-selected-statistics-population-2/

Based on the data, Gen Ys (age 15 - 35) make up the highest percentage of the population.

Geographic

Fig. 2.12: Population of Malaysia by state and age (2017).
Source: http://pqi.stats.gov.my/result.php?token=38385121da4f93ee4d27f6b546a132c8

Based on the data, Selangor has the highest percentage of population. The table also indicates that the largest population of Gen Y can be found in Selangor.

Behaviouristic
1. Tech-savvy.
2. Not easily influenced by marketing.
3. Places huge importance on family, friends and relationships.
4. Ahievement-oriented.
5. Craves attention, feedback and guidance.
6. More comfortable with diverse ethnic groups.
7. Has limited patience with the status quo.

Psycographic
1. Connection
Gen Y kids are more optimistic and more socially conscious, craving constant communication and connection with their peers – hence the proliferation and enduring success of social media. According to Forbes, 62 percent of millennials feel they are more likely to become a loyal customer if a brand engages with them on social networks.

2. Trust
Millennials are generally very distrustful of mainstream media, and cautious of their personal safety - which may explain why earned media such as word-of-mouth, peer reviews and testimonials, play such a large role in their purchasing process.

3. Experiences
Millennials place more value on the experiences a brand can provide, and are less interested in the hard sell of a product. When marketing products or services, it is crucial to think of how it can add to their current lifestyle.

4. Personality
This generation values individuality, as long as they’re still considered part of the group. Unlike some of their Baby Boomer parents, they’re particularly unwilling to trade in their values for their image, and being seen as ‘fake’ is generally much worse than being considered uncool.

5. Impatience
Millennials tend to be the least patient generation and they want their information quick. They are used to taking in large amounts of information at a time, so a marketing content has to be important enough to stand out and be remembered. It also has to be in sync with the latest social media trends and platforms, otherwise they are less likely to be interested.

Competitors Insight

The One Academy (TOA)

Fig. 2.13: TOA.

Fig. 2.14: TOA SWOT analysis.

The One Academy of Communication Design (generally shortened to The One Academy) is a private arts and design institute headquartered in Bandar Sunway, Selangor, with a northern campus in George Town, Penang.

Programmes Offered
1. BA (Hons) Interactive Media Design (3 years)
2. BA (Hons) Graphic Design (3 years)
3. BA (Hons) Interior Architecture and Design (3 years)
4. Diploma in Multimedia Design (3 years)
5. Diploma in Advertising & Graphic Design (3 years)
6. Diploma in Digital Animation (3 years)
7. Diploma in Illustration (3 years)
8. Diploma in Interior Design (3 years)
9. Diploma in Fashion Design & Pattern Making (3 years)
10. Diploma in Fine Arts (3 years)
11. Foundation in Communication Design (1.5 years)
12. Foundation in Interior Architecture Design (1.5 years)
13. Certificate in Communication Design

Goal
As an internationally recognised corporation that attracts the best creative human resources in the world, The One Academy management, faculty staff and graduates are among the region’s most respected professionals in the industry. Their goal is to offer valued expertise in educating the best creative professionals for the industry while facilitating an inspiring and rewarding environment, providing job opportunities and abundance in the region of creativity, art and design.

Vision
A higher education centre in arts, computer graphics and design, The One Academy of Communication Design leads innovations and developments within the creative services industry and achieves excellence as one of the world’s highly regarded creative reference points in Asia.

Mission
To educate students to be highly reliable professionals. The One Academy graduates enjoy rewarding careers internationally and excel in the areas of Advertising & Graphic Design, Multimedia Design, Digital Animation, Illustration and Interior Design.

Fig. 2.15: TOA webpage.
Source: http://www.theoneacademy.edu.my/index.php

Fig. 2.16: TOA billboard ad.
Source: https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjAozeKBHso8c20ba2RXzhkokoA2C1w_lmCpMTFlOgiPDgK8bzvsIWzi7LGPQjD2tv62miDQJZ_LQahCr3yxQDs5uz4JFde3Cw73Al9e0sK26OanAlY7DxYBjRQjVgTBFHDaIcqMA8ojEhg/s1600/TOA-6.jpg

Limkokwing University

Fig. 2.17: Limkokwing University.

Fig. 2.18: Limkokwing University SWOT analysis.

Limkokwing University of Creative Technology (also referred to as Limkokwing) is a private international university with a presence across Africa, Europe, and Asia. With its main campus in Malaysia, the university has over 30,000 students from more than 150 countries, studying in campuses in Kuala Lumpur, Melaka, Kuching, Botswana, Cambodia, Cambodia, Lesotho, Sierra Leone, Swaziland and the United Kingdom.

Programmes Offered
1. Foundation in Built Environment (1.5 years)
2. Foundation in Design (1.5 years)
3. Diploma in Digital Photography (3 years)
4. Diploma in Graphic Design (3 years)
5. Diploma in Graphic Design Technology (3 years)
6. Diploma in Animation (3 years)
7. Diploma in Animation and Multimedia Design (3 years)
8. Diploma in Creative Multimedia (3 years)
9. Diploma in Interactive and Multimedia Design (3 years)
10. Diploma in Multimedia, Advertising & Broadcasting (3 years)
11. BA (Hons) of Creative Imaging in Digital Photography (3 years)
12. Bachelor of Design (Hons) in Professional Design (Visual Communication) (3 years)
13. BA (Hons) in Animation (3 years)
14. Bachelor of Arts (Hons) in Creative Multimedia (3 years)
15. Bachelor of Communication (Hons) in Digital Media (3 years)

Vision
A Global Vision: Creating a partnership of youths to build a better world.

Mission
A Global Mission: Shaping hearts and minds to empower global transformation.

Fig. 2.19: Limkokwing webpage.
Source: https://www.limkokwing.net/malaysia/

Fig. 2.20: Limkokwing ad.
Source: https://www.limkokwing.net/malaysia/

Fig. 2.21 Limkokwing ad.
Source: https://www.limkokwing.net/malaysia/

Slides

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FEEDBACK

Week 2:

For my 10 sketches, some of them could be used if developed more. The mindmap I did for the word "hybrid" was good as it helped me focus my ideas in the right direction.

Week 3:

Sketches
My first lego sketch could possibly be used. If I could think of other toys that worked in the same way, I could make a series out of the idea. As for the "crossword" sketch, the tagline needs to be changed to fit the visual better. It's interesting but not very sure if it has legs.

Blog
Other than that good job on your reflection writings. Some good insight there. Keep it up Seoh, try not to get to discouraged with the workload. Just do your best and learn. Don’t focus on the grades, just learn.

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REFLECTION

Experience:

It's only Week 3, yet I'm already tired out by the workload. Gathering the data for this project wasn't all that difficult, but synthesizing it in order to come up with an advertising strategy for TDS was quite challenging. The in-class exercise that we did in Week 2 was also exhausting because we had to work on the posters for more than eight hours straight.

Observation:

At the start, it was easy to come up with ideas for the sketches. But as the weeks progressed, it became harder to think of new and original ideas for TDS. It's not only quantity that matters in this work, but quality as well. However, as we continued to sketch, we began to understand the brand better and its USP as well.

Findings:
Coming up with good advertising campaigns is really hard to do. Now that I've been through the process, I have so much more respect for the creatives that do this for a living. I also found that in order to effectively market to a specific target audience, research, planning and insights are crucial in order to understand the audience well and persuade them to buy a particular product or service.

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FURTHER READING

The Fundamentals of Advertising by John Wilmshurst and Adrian Mackay
2/4/18 - 13/4/18  (Week 2 - Week 3)

Fig. 3.1: The Fundamentals of Advertising.

What makes a good advertisement?
Roderick White, author of the book Advertising: What it is and how to do it suggests some rules of his own (a compendium in fact of guidelines put forward by various advertising pundits down the ages):

1. Every advert should embody a clear, straightforward proposition.
2. Say what you have to say in as few words as possible.
3. There is no place for humour in advertising.
4. Give the consumer credit for some intelligence.
5. Be original.

Some of these guidelines embody the thinking of David Ogilvy who lists his own rules for 'How to Build Great Campaigns'. They run:

1. What you say is more important than how you say it.
2. Unless your campaign is built round a great idea it will flop.
3. Give the facts.
4. You cannot bore people into buying.
5. Be well-mannered but don't clown.
6. Make your advertising contemporary.
7. Committees can criticize advertisements, but they can't write them.
8. If you are lucky enough to write a good advertisement; run it until it stops pulling.
9. Never write an advertisement which you wouldn't want your own family to read.
10. The image and the brand- every advertisement should be thought of as a contribution to the complex symbol which is the brand image. If you take that long view, a great many day-to-day problems resolve themselves.
11. Don't be a copy-cat.

None of these 'rules' are universally agreed. For example, White points out that humour is often successfully used in advertising. He also comments on the fact that the strict application of some rules can be very limiting.