AP&P - Project 2
16/4/18 - 27/4/18 (Week 4 - Week 5)
Seoh Yi Zhen (0328497)
Advertising Principles & Practice
Project 2 - Media Mix/Strategy
17/4/18 (Week 4)
The term "media" refers to the main means of mass communication regarded collectively. Traditional or old media refers to television, radio, and newspapers, whereas "new media" refers to the internet modes of mass communication, such as social media, blogs, online news portals, and games. Both are used for the purpose of advertising although traditional media has seen a decline over the years.
Media strategy describes how advertisers will achieve the stated media objectives, which media will be used, where, how often, and when. It is a process of analyzing and choosing media for an advertising campaign. There are instances where the type of media chosen has a significant role in relaying the advertising message effectively; in other words, "the media is the message".
Forum
Lecture 5
How and When?
Native Advertising
Advantages
Slides
Week 5:
Three of my sketches could possibly be used in a series together. Begin identifying some of the stronger ideas among the previous sketches as well and begin developing them into a campaign series.
Compared to the previous project, it was much easier to gather data this time around because most of the information could be found through online sources. That being said, I felt that synthesizing the data was more challenging and fun in Project 1. When it comes to the sketches, I feel like I'm finally getting into the swing of this weekly task.
Observation:
The best ideas I've had so far came from when I took inspiration from my surroundings and incorporated it into my sketches. As the weeks progress, I noticed that some of my sketches are quite similar to my other classmates'. I'm not sure if it's because we all ran out of ideas, or if we just have identical thought flows.
Findings:
When generating ideas, it is usually a bad idea to isolate yourself from the external environment. Instead, surrounding yourself with people in various settings can sometimes spark the best ideas. And no matter how original you think your idea is, if someone else can come up with it, then its value decreases in terms of creativity. Hence, it is always important to run testings and research what has already been done in the market in order to avoid this from happening.
Seoh Yi Zhen (0328497)
Advertising Principles & Practice
Project 2 - Media Mix/Strategy
LECTURE NOTES
Lecture 417/4/18 (Week 4)
The term "media" refers to the main means of mass communication regarded collectively. Traditional or old media refers to television, radio, and newspapers, whereas "new media" refers to the internet modes of mass communication, such as social media, blogs, online news portals, and games. Both are used for the purpose of advertising although traditional media has seen a decline over the years.
Media strategy describes how advertisers will achieve the stated media objectives, which media will be used, where, how often, and when. It is a process of analyzing and choosing media for an advertising campaign. There are instances where the type of media chosen has a significant role in relaying the advertising message effectively; in other words, "the media is the message".
Forum
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| Fig. 1.1: Week 4 forum question. |
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| Fig. 1.2: Week 4 forum answer. |
Lecture 5
20/4/18 (Week 4)
A free market economy is a market-based economy where prices for goods and services are set freely by the forces of supple and demand and are allowed to reach their point of equilibrium without intervention by government policy, and it typically entails support for highly competitive markets and private ownership of productive enterprises. In a free market economy, there are a number of functions and effects of advertising. With changing economies and increased competition, advertising has evolved to employ different strategies to support marketers, such as product differentiation, market segmentation and positioning, to set their products apart.
Generally, there are five advertising practices in support of marketing:
- Understanding the target audience
- The planning process
- The creative process
- Reading the target audience
- Integrated marketing communications
Lecture 6
24/4/18 (Week 5)
In this week's lecture, we were shown well-known examples of advertising campaigns, which we then analyzed in order to identify the good points that led to their success. What I understood from the entire lecture was that it is not enough just to advertise for a product. These kinds of ad campaigns do not stand the test of time, because the products of today will eventually become obsolete as technology continues to improve. Instead, good advertising focuses on building up the overall brand image and communicating the brand values to consumers. When done effectively, consumers will feel like they are buying into a lifestyle, or into particular ideals, and not just purchasing mere products.
Forum
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| Fig. 1.3: Week 5 forum question. |
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| Fig. 1.4: Week 5 forum answer. |
INSTRUCTIONS
PROJECT 2
Secondary Research
Online advertising is a marketing strategy that involves the use of the Internet as a medium to obtain website traffic and target and deliver marketing messages to the right customers.
Online ads are purchased through one of the following common vehicles:
- Cost per Thousand (CPM): Advertisers pay when their messages are exposed to specific audiences.
- Cost per Click (CPC): Advertisers pay every time a user clicks on their ads.
- Cost per Action (CPA): Advertisers only pay when a specific action (generally a purchase) is performed.
Examples of online advertising include banner ads, search engine results pages, social media ads, online classified ads, email spam, pop-ups, contextual ads, and spyware.
Social Media
Definition
Social media is a form of electronic communication through which users create online communities to share information, ideas, personal messages, and other content. It can also be defines as a collective of online communication channels dedicated to community-based input, interaction, content-sharing and collaboration.
Why?
Social media marketing is one of the easiest, least expensive, and most effective ways to gain exposure and to strengthen a business’s reputation. More and more, social media channels might be the main place where people are interacting with brands. They also have the potential to reach further than any offline channel. As a result, these platforms have become the perfect tools to engage with stakeholders, increase brand awareness, drive traffic to a website and generate a buzz around a business.
To help keep track of customers, cookies can help track online activity by storing information about an individual’s browsing habits, including which pages have been viewed. This improves customer insight, which maximizes the effectiveness of advertising spend, and increases the ability to offer more relevant, targeted ads to the audience.
The millennial market grew up using digital technologies and expect 24/7 connectivity. There is a need to be constantly informed and updated on what is happening. As such, millennials spend most of their time on social media platforms in order to stay connected with the rest of the world.
Besides that, millennials aren’t the type of market that responds to traditional based advertising notions. A commercial simply stating the facts of a product is not enough. Television, print ads and billboards are too “in-your-face”. They would rather use digital tools such as social media, websites and blogs to discover a brand or product.
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| Fig. 2.1: Social media use in Malaysia. Source: https://digitalinasia.com/2017/02/01/digital-in-asia-2017-overview/ |
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| Fig. 2.2: Number of social network users in Malaysia (2014 - 2022). Source: https://www.statista.com/statistics/489233/number-of-social-network-users-in-malaysia/ |
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| Fig. 2.3: Effectiveness of social media advertising on millennials. Source: https://heidicohen.com/social-media-implications-for-gen-x-and-gen-y-marketing-research/ |
Advantages
- Increased brand awareness. Social media is one of the most cost-efficient digital marketing methods used to syndicate content and increase a business’ visibility. Implementing a social media strategy will greatly increase brand recognition since the company will be engaging with a broad audience of consumers.
- Gain marketplace insights. One of the most valuable advantages of social media is marketplace insight. Most social media platforms have built-in data analytics tools, which enable companies to track the progress, success, and engagement of ad campaigns. Companies address a range of stakeholders through social media marketing, including current and potential customers, current and potential employees, journalists, bloggers, and the general public. These tools give the ability to measure conversions based on posts on various social media platforms to find the perfect combination for generating revenue.
- Better customer satisfaction. Social media is a networking and communication platform. Creating a voice for a company through these platforms is important in humanizing a company. Customers appreciate knowing that when they post comments on the company's pages, they will receive a personalized response rather than an automated message. Being able to acknowledge each comment shows attentiveness of visitors’ needs and an aim to provide the best experience.
- Improved brand loyalty. Considering that customer satisfaction and brand loyalty typically go hand in hand, it is important to regularly engage with consumers and begin developing a bond with them. The millennial generation is known for being the most brand loyal customers of all. Studies show that this segment of customers is 62% more loyal to brands that directly engage with them on social media.
Which?
- Facebook. Along with being the most popular social media site, Facebook users also visit the site with high levels of frequency. Fully 74% of Facebook users say they visit the site daily, with around half (51%) saying they do several times a day. The share of Facebook users who visit the site on a daily basis is statistically unchanged compared with 2016, when 76% of Facebook users reported they visited the site daily.
- Instagram. A majority of Instagram (60%) users indicate that they visit this platform on a daily basis. The share of Instagram users who visit the platform daily has increased slightly since 2016 when 51% of Instagram users were daily visitors. 81% of young adult (age 18 - 24) Instagram users visit the platform on daily basis, with 55% reporting that they do so several times per day.
- Twitter. Twitter users are most likely to be millennials. Twitter itself says that 80 percent of its users are “affluent millennials.” 54% of users surveyed by Twitter reported that they had taken action after seeing a brand mentioned in Tweets, including visiting their website, searching for the brand, or retweeting content.The company's own numbers also show that overall ad engagements increased 99 percent year-over-year in Q3 2017, “driven by a continuing mix shift toward video ad impressions as well as higher CTR rates across all ad formats on a like-for-like basis.”
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| Fig. 2.4: Social media platforms that produce the best return on investment (2016). Source: https://blog.hootsuite.com/social-media-advertising/ |
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| Fig. 2.5: Digital audience penetration vs. engagement of leading social networks among millennials. Source: https://www.smartinsights.com/social-media-marketing/social-media-strategy/new-global-social-media-research/ |
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| Fig. 2.6: Profile of Malaysian Facebook users. Source: https://digitalinasia.com/2017/02/01/digital-in-asia-2017-overview/ |
How and When?
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| Fig. 2.7: Best posting times (Facebook). Source: https://coschedule.com/blog/best-times-to-post-on-social-media/ |
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| Fig. 2.8: Best posting times (Instagram). Source: https://coschedule.com/blog/best-times-to-post-on-social-media/ |
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| Fig. 2.9: Best posting times (Twitter). Source: https://coschedule.com/blog/best-times-to-post-on-social-media/ |
Examples of Ads
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| Fig. 2.10: Example (Facebook). Source: https://klientboost.com/ppc/facebook-ad-examples/ |
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| Fig. 2.11: Example (Facebook). Source: https://klientboost.com/ppc/facebook-ad-examples/ |
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| Fig. 2.12: Example (Instagram). Source: https://adespresso.com/blog/37-instagram-ads-examples/ |
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| Fig. 2.13: Example (Instagram). Source: https://adespresso.com/blog/37-instagram-ads-examples/ |
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| Fig. 2.14: Example (Twitter). Source: https://adespresso.com/blog/twitter-ads-examples/ |
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| Fig. 2.15: Example (Twitter). Source: https://adespresso.com/blog/twitter-ads-examples/ |
Native Advertising
Definition
Native advertising is a form of paid media where the ad experience follows the natural form and function of the user experience in which it is placed. By definition, it is any paid content that is "in-feed" and inherently non-disruptive.
Why?
On average, millennials spend nearly 18 hours a day with different types of media, with much of that time spent simultaneously looking at two or more screens at the same time. For them, the advertising experience is closely tied to their overall browsing experience.
According to a survey conducted among 300 millennials, 64% of participants stated that banner ads were disruptive and made mobile sites look too cluttered. Whereas banners were designed to be seen alongside articles on a desktop, native ads are designed to be actually read as part of this mobile browsing experience in the feed.
Native ads are built to capture the sort of meaningful attention banners never could. Their success comes through being compatible with Gen Y's new feed mindsets - they now consume content in-feed via headlines, rather than going from article to article. 91% of millennials said that they primarily discovered content in-feed.
In the survey mentioned previously, almost half of the participants felt that brands that used in-feed native ads were interested in establishing a positive relationship with them, while 38% said that in-feed native ads make them more likely to purchase the brand featured in the content.
The success of native advertising also hinges on the ability to target a specific audience and tailor the content appropriately. Users are generally more likely to engage with content that’s relevant to them at that moment.
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| Fig. 3.1: Click-through rates of online ads. Source: http://www.adweek.com/digital/james-jorner-effective-inbound-marketing-guest-post-native-advertising/ |
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| Fig. 3.2: Effectiveness of native ads. Source: https://sharethrough.com/resources/native-ads-vs-display-ads/ |
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| Fig. 3.3: Survey among millennials regarding in-feed native ads. Source: https://www.iab.com/wp-content/uploads/2016/05/ShareThrough_IAB-NewFronts-Lunch-Presentation-2016.pdf |
Advantages
- Captures more attention. Although millennials have learned to turn a blind eye toward ads, they aren’t able to neglect native ads as easily because they blend so well with the content that they appear to be a part of the actual publication. For advertisers, native advertising offers higher viewing rates than display ads. A recent IPG Media Labs study found that consumers viewed native ads 53 percent more often than displays ads. And if a company uses native ads to share content, the engagement with the target audience can reach significantly further.
- Great sharing. A study that noted greater viewership also stated that 32 percent of consumers were likely to share a native ad versus only 19 percent, which would be willing to share a display ad. The likelihood that ads will be shared makes native advertising a great option for amplifying brand content and special offers.
- Builds relevance. The relationship between advertisers and consumers begins with being relevant to the audience. When brands associate the content of their native ad with both the outlet and a target audience's overall tastes, they further improve their chances of being shared. Relevant content delivered by ads that are more often shared than display ads, aligns with consumers' preferences and facilitates sharing through their network.
- Higher engagement. Like many direct marketing strategies, native advertising offers great possibilities for interaction, sharing and thought leadership. The value in native ads comes from both the short-term interaction and long-term relationship building. When developed properly, brands can engage consumers more effectively with native ads than traditional display ads.
Where and When?
By and large, entertainment and lifestyle websites draw in the most millennial visitors. Besides that, high school students also tend to frequent educational websites and online learning sites in order to gain information or guidance when doing school work.
As for when, generally speaking, there are a few things that can be assumed about local Internet usage. The so-called Internet Rush Hour is typically between 7pm and 9pm, regardless of time zone. This is the time when most users have arrived at home, have completed their commute, shopping, dinner and other responsibilities, and have settled in to the Internet for the evening.
The age of the target audience also tends to have an effect on browsing times. When targeting millennials, the best time to do so would be after secondary school examinations when they are on break and are looking for higher institutions to further their studies.
Examples of Ads
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| Fig. 3.4: Example (in-feed units). Source: https://adespresso.com/blog/19-amazing-native-advertising-ad-examples/ |
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| Fig. 3.5: Example (Google text ads). Source: https://maximus.live/native-advertising/10-examples-of-native-ads/ |
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| Fig. 3.5: Example (recommendation widgets). Source: https://script.com.sg/786-2/ |
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| Fig. 3.6: Example (promoted listings). Source: https://script.com.sg/786-2/ |
Slides
FEEDBACK
Week 4:
In-class exercise (Tuesday)
The ad might be hard to understand because Joker's costume is not easily identifiable to some. Also remember to feature the product somewhere in the ad.
Project 1
Introduction complete. Citation complete. Detailed research. Sufficient data. Sharp observation. Analysis with depth. Well-organized slides. Relevant images and data. Detailed SWOT. Sufficient references. Really well-written.
Sketches
The closet one and the girl made up of building blocks are both visually interesting. The selfie one might be too complex to understand at a glance. The claw machine is interesting because it's psychologically engaging.
Week 5:
Three of my sketches could possibly be used in a series together. Begin identifying some of the stronger ideas among the previous sketches as well and begin developing them into a campaign series.
REFLECTION
Experience:Compared to the previous project, it was much easier to gather data this time around because most of the information could be found through online sources. That being said, I felt that synthesizing the data was more challenging and fun in Project 1. When it comes to the sketches, I feel like I'm finally getting into the swing of this weekly task.
Observation:
The best ideas I've had so far came from when I took inspiration from my surroundings and incorporated it into my sketches. As the weeks progress, I noticed that some of my sketches are quite similar to my other classmates'. I'm not sure if it's because we all ran out of ideas, or if we just have identical thought flows.
Findings:
When generating ideas, it is usually a bad idea to isolate yourself from the external environment. Instead, surrounding yourself with people in various settings can sometimes spark the best ideas. And no matter how original you think your idea is, if someone else can come up with it, then its value decreases in terms of creativity. Hence, it is always important to run testings and research what has already been done in the market in order to avoid this from happening.
FURTHER READING
How 30 Great Ads Were Made by Eliza Williams
16/4/18 - 27/4/18 (Week 4 - Week 5)
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| Fig. 4.1: How 30 Great Ads Were Made. |
A great piece of advertising can inspire conversation, newspaper headlines, and a viral response. It can be a cultural event, become symbolic of a certain era. It can take you back in time.
It was during the first decade of the new millennium that digital media really took hold - a force that proved immensely disruptive to the rather conservative working methods of the ad industry. Prior to the rise of the Internet, television and print advertising were king and queen; they were the only media that mattered. Suddenly in the 2000s, brands and ad agencies were forced to explore different ways of talking to their customers. via digital means.
Besides this digital explosion, another theme of the decade - and an enduring motif throughout the history of advertising - was the use of humour to reach consumers.
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