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Sky of Taiwan, 2018 Isometric Illustration

Advertising - Lecture Notes & Exercises

26/3/18 - 4/15/18 (Week 1 - Week 6) Chew Tzu Ching (0333506) Advertising Principles & Practice Lecture Notes & Exercises

Week 1 - 29/3/2018 Lecture 1

For week 1, we were being introduced to the basics of Advertising. The term Advertising is derived from the Latin word Advertere,

Ad means ‘toward’ Vertere means ‘turn to’ Thus, Advertere = ‘to turn toward’

Advertising is a subcategory of Marketing, Marketing is under business. Advertising seeks to make aware, persuade, communicate, or create an image/brand for a product, service or organisation, at a price.

There are 10 principles in advertising according to William Bernbach. Principles are essentially the fundamental rules or beliefs that underpin a certain profession.

Week 3 - 13/4/2018 Lecture 2 - Advertising & Marketing

Marketing originates from the Latin words; Mercari and Marcatus, and means “buy and trade”. Marketing is 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.

Advertising is one aspect of the marketing processes, where advertising involves communication and persuasion it is also the most expensive aspect of marketing.

Marketing consists of :- Market research, Public Relations, Advertising, media planning, product pricing, distribution, customer support, sales strategy, and community involvement.

In other words, 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 among the other products available.

Lecture 3 - Creative and Effective advertising message for specific target audience

Creativity - the use of imagination or original ideas to create something; It is the act of turning new and imaginative ideas into reality.

Creative ads need to make a relevant connection between brand and its target audience (emotionally), present a selling idea, creative ads are also unexpected.

Week 4 - 17/4/18 Lecture 4

Media (singular: medium) - Communication channels through which news, entertainment, education, data, or promotional messages are disseminated. Media includes every broadcasting and narrow casting medium such as newspapers, magazines, TV, radio, billboards, direct mail, telephone, fax, and internet. Media strategy plays an important role in Advertising, it finds out the right path to transfer or deliver the message efficiently to the target audience. Media strategy process consists of 3Ws: - Where to advertise? - When to advertise? - What media type to use?

Week 4 - 20/4/2018 Lecture 5 - Advertising Practice in support of Marketing

A free market economy is where prices of goods and services are set by the demand and supply and allowed to reach the point of equilibrium without the intervention by government policy, and it typically entails support for highly competitive markets and private ownership of productive enterprises.

There are a number of functions and effects of advertising in a free economy:-

It identifies and differentiates products

Communicates information about them

Stimulates products’ distribution

Increase product use

Builds value, brand preference & loyalty

Lowers the overall cost of sales

There are 5 advertising practices in support of marketing:

Understanding the target audience

The planning process

The creative process

Reading the target audience

Integrated marketing communications

Week 5 - 24/4/2018 Lecture 6

#year 1 #sem2 #ap&p

Advertising - Forum Questions

Week 1 (30/3/2018)

Forum Question 1: In your view - based on what you have heard and discussed - is advertising relevant today?

My answer: It definitely is, advertisements helps educate the public, create awareness regarding given products and services to help boost sales and create demand.

Week 3 (13/4/2018)

Forum Question 2: 1) Describe creativity in your own words. 2) Is Marketing evil?

My Answer:

Week 4 (17/4/2018)

Forum Question 3: IMC vs Media Mix In your own words, briefly explain the difference and similarities between Integrated Marketing Communications and Media Mix

My answer: Differences: Integrated Marketing Communications (IMC) is a unified force of all forms of communications & messages, such as publicity, corporate social responsibility events, direct sales. talks, advertising, sales promotion, direct marketing & social media, and ensure they are consistent across all channels and are centred on the customer. Whereas Media Mix is just the combination of all communication channels. Similarities: IMC & Media mix are both marketing strategies used by businesses to promote its brand/product and to achieve its goal.

Week 5 - 24/4/2018

Forum Question 3: We know that Marketing functions in a capitalist system, how does marketing function in a Communist System (Economic Model)?

My Answer: Communist countries have produced goods not in response to the market but to commands from planning authorities. This has minimized the need for the "trappings: of capitalistic, market-orientated systems. Their economic systems are production-orientated, not marketing-orientated.

Forum Question 4: “In fact quite generally, commercial advertising is fundamentally an effort to undermine markets [...] If you’ve taken an economics course, you know that markets are supposed to be based on informed consumers making rational choices. [...] No it's not. It’s to create uninformed consumers making irrational choices.”—Noam Chomsky Do you agree or disagree? Why?

My Answer: I strongly agree, many advertisements use manipulative tactics that influence in ways we don't realize. There are all kinds of ads, but in general they all aim to keep you from thinking and make your buying choices based on an emotional response. For example, advertisement with moving, cinematic messages that are designed to create significant memories of a product. These memories are created because an ad succeeds at making us feel something, whether it's good or bad, and that emotional response can have a profound effect on how we think and the choices we make. Sometimes, we find ourselves with an almost insatiable desire to buy a particular product and we can’t logically explain why. We don’t really need them or we know that clearly the other choices are better, but we find ourselves craving for it. In these situations, our subconscious mind is delivering the messages created by the advertisers to our conscious mind. The triggers they installed were the associations of pleasure or fulfillment and/or the avoidance of pain or loss.

#sem2 #year1 #ap&p

Advertising (Project 2 Insight)

Chew Tzu Ching (0333506) Advertising Principles & Practices Project 2 - Insight

Project 2 20%

The Brief Advertising Campaign (Part 1): Media Mix (or Strategy)

Description The student now has the task of developing an Advertising Campaign – a total of 3 ads across different/same media. 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. This is determined by your analysis with the help of your insights.

What are the considerations for choosing the media mix? Arens & Schaefer (2005) suggest the 5Ms: Market, Money, Media, Mechanics and Methodology

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

Research

Target Audience: - referred to the dot.com generation - accounts for 11 million people in 2010 which is 40% of Malaysia’s population. - technology- savvy and highly dependent on complex technology - heavy user of the Internet, willing to accept new technologies and has the ability to establish and sustain close relationship via the internet. - Spending power is high - willing to pay extra for reputable brands (from: www.ccsenet.org/journal/index.php/ijbm/article/download/46209/26469)

Social media stats & online users as of April 2018, Facebook occupies 77.97%, highest among all social media platforms. Majority of online users range from 15-24 years old

Instagram Advertising

Source: https://instapage.com/blog/what-are-instagram-story-links

There are some instagram tools that we can use while advertising.

1) Instagram Stories & and its ‘See More’ feature that directs u to the website.

#sem2 #ap&p

Publishing I: Print Media (Project 1)

Insert 1 - Dental Services (Scroll down. Thanks!)

Insert 2 - Cancer & Radiosurgery Centre

Insert 3 - Cardiac & Vascular Centre

Name: Chew Tzu Ching

Student ID: 0333506

Subject: Publishing: Print Media I

Project 1

#sem2 #printmedia

Advertising (Project 1 - Insight)

Chew Tzu Ching (0333506) Advertising Principles & Practices Project 1 - Insight

#sem2 #advertising principles and practices #ap&p

yamsama

chewveron-blog

I’ve chosen the black and white picture of Hank Williams to work with.

1) Firstly, I removed the background of the picture so my final image would look cleaner.

2) I started with the skin colour. By using Quick Selection Tool, I selected the person’s skin. And used quick masking (Q) to crop out the eyes and teeth areas. (red image shown above). Then, I created a new adjustment layer, and pick ‘Solid Color’. The current layer was changed from ‘Normal’ to ‘Color”.

3) By using soft brush, layers of colors were added on the objects and clothes, setting it from ‘Normal’ to ‘Multiply’.

4) Then, I used gradient for the background of my image.

5) For the touch up of my final image, I use ‘Feather’ to smoothen the edge of the person. Layers of ‘Curves’, ‘Levels’ and ‘Saturation’ were added to it.

#DIV #sem1