Advertising Principles & Practice // Week 2

12.9.2016 // Week 2

Chia Yee Hsean (0322352)

Advertising Principles & Practice
Exercise: Idea Sketches

Project 1: Insight. (Playsafe Condoms)

Lectures: Advertising & Marketing // Decoding An Ad & Ad Campaign

This week, Mr Vinod shared with us the definitions of marketing and how advertising is merely one of the many aspects of marketing.The word "marketing" originated from the Latin words "Mercari" and "Marcatus" which means buy or trade. An important aspect of marketing is the communication of the value of their product/service to customers, and this aspect manifests itself from several stages of market research, public relations, sales strategy, media planning, and advertising, among others.

He also discussed about the components that make an advertisement, that is

- Proposition (USP/SMP)
- Creative Idea (Ad Message)
- Strategy, and
- Elements (headline, visual, logo, etc.)

Sometimes, the proposition and creative idea can be one of the same. Next, Mr. Vinod explained the difference between a single ad and an advertising campaign by using the analogy "an idea vs. an idea with legs". A single advertisement will have a single strong idea visually represented in one advertisement while an advertising campaign will have one strong idea but visually represented in many different advertisements. Our class exercise was to choose a good single advertisement and decode it. Me and Zizi were paired up and decoded this Chupa Chup ad based on the questions below:

Figure 1

1. What is the product/service being sold/advertised? 
Chupa Chups Sugar-Free Lollipop

2. What is the creative idea in the advertisement?
That the lollipop is sugar-free to the point that ants aren't interested in it and avoid it instead. 

3. What is the strategy underpinning the Ad.
I suppose you could say that it banks on the twisted visual strategy in the sense that it takes something we strongly associate with sugar and sweets (the ants) and use that in an unexpected/unfamiliar context. It breaks the audience's mental routine and surprises them to pique their interest and curiosity. 

4. What are the different individual elements in the idea?

• The brand logo - Chupa Chups logo.
• The visual - The lollipop on the ground with the ants avoiding it.
• The USP/tagline - It's sugar free.

Questions were raised about what the exact strategy was (element of surprise/twisted visual?) and how the advertisement would possibly work as an advertising campaign. Finally, we did word association and brainstormed some ideas for a mock brief as the final class exercise.

What I learnt from the lecture(s):

- the definition of marketing

- the aspects of marketing

- the relationship between marketing and advertising

- the 4 P's of marketing

- the objective of marketing

- components of an advertisement
- difference between single ad & advertising campaign
- how to decode an advertisement
- word association for ideation process

Times Weekly Forum

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

A Communist economic system, in theory, is an economic system where the economy is self-regulated and sustained by the community as a whole. However, in reality, this economic system usually refers to an economic system where the authoritarian government owns the majority of resources and industrial productions.

Nonetheless, marketing can still exist in such an economic system. The communist government would have to establish trade ties with other countries and open up parts of the economy to foreign investors. As a result, more job opportunities are created for the people. This in turn creates a society with better purchasing power and awareness of international brands, consequently creating a domestic market where brands and advertising campaigns can start to flourish. This finally contributes to the development and economic growth of the country. A great example of this would be China. The People’s Republic of China has undergone huge economic growth with international brands setting up global offices here and actively targeting Chinese consumers.

However, marketing and advertising would be a self-censoring process in these economic systems. The government has control over the country’s major media outlets, and any possible outlets for themes of democracy are quickly removed. The government would ensure all forms of media never go against the country’s personal or economic interests.

INSTRUCTIONS
Exercise: Idea Sketches

PROJECT 1 Individual work (10%) 

The Brief

Insight. (PlaySafe Condoms)

Duration of Assignment

4 Weeks (Briefing on Week 2)

DEADLINE

Week 6 (3 oct 2016)

Description

The student has the task of researching and analysing the brand/product: Playsafe Condoms for the purpose of developing “insight” that would eventually be used to develop creative and effective advertising message.

The brand: Playsafe Condoms

The product: Air Ultra Thin (See figure 1.)

SMP/USP: Extremely thin condom for extra sensitivity 

Target Audience: Gen Y. 

Figure 1. Playsafe: Air Ultra Thin, 10, 2 & 1 pieces of condom packaging.

Students will need to gain “insight” into; the brand & product using SWOT analysis; the target audience using market segmentation; and the competition by identifying their USP/SMPs and through the analysis of their respective advertising.

There are two types of research approaches that you will use inadvertently: 1) Primary research and 2) Secondary research. Primary research entails you physically handling the product or visiting the manufacturing plant or talking to a sales person or visiting the retail outlets (Point of Purchase/POP), etc. Secondary research entails data gathering from, websites, magazines, journals, health magazines, etc. You will approach this by looking into the 3 areas mentioned below:

1. Brand & Product insight

To do the above you will need view the links below:

• What is SWOT analysis?

http://articles.bplans.com/how-to-perform-swot-analysis/

• What does the end result of a SWOT analysis look like? http://www.mbaskool.com/brandguide/fmcg/2372-durex.html

• P.O.P.: Buy the product, visit the retail outlets where the product is sold (7/11, Pharmacies, etc.), Speak to the sales persons, Contact/visit Takaso office in J.B., speak to the marketing representative (narrow the scope to advertising and marketing material for Malaysia only).

2. Target Audience insight

• Segmentation for Gen Y: Behaviouristic, Geographic, Demographic & Psychographic

• Who are they? What do they look like? What motivates them? What are their beliefs?

• Empathy: What they say? What they do? What they feel? What they think?

Its good to know what people always do (Behaviour), that’s knowledge. But its even more important to know why they do the things they do (Motivation), that’s insight. If you know their motivation you can predict their actions, that’s foresight. If you can predict their actions you can take advantage of the outcome, that’s power.

Always try to seek and understand the, bigger picture and the deeper motives.

Resource:

http://www.netmba.com/marketing/market/segmentation/ http://study.com/academy/lesson/generation-y-definition-characteristics-personality-traits.html http://www.generationy.com/about-generation-y-in-the-workforce/characteristics/ https://www.youtube.com/watch?v=JEDXSZBeYQ8

3. Competitors (Malaysia Only)

• Who are the competitors? (SWOT analysis)

• How and where do they advertise?

• What is advertising strategy? (USP/SMP)

• What do their Ads look like?

• What is the difference in the product?

• Where is it sold?

Requirements

The student must document the above research and analysis in their eportfolio and A3 hardcopy portfolio. The results of the research must be collated, analysed 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.

Submission

1. All gathered information (printouts, websites, images, charts, etc.) documented chronologically in the A3 Clear Sheet folder. The works must be labelled and dated.

2. All gathered information (screen grabs, websites, images, charts, etc.) documented

chronologically in the eportfolio for every week, for the duration of the project.

3. Powerpoint presentation of final analysis: Brand/Product, Target Audience and

Competitor. Printed as a handout, 4 slides per page.

Objectives

1. To develop students ability to gain and utilise insight for effective advertising

Research:
Primary Research

To obtain a better understanding of the product, the class decided to chip in the money and buy a pack of the condoms from the online condom store, condom003.com. The condom costed around RM23 for a pack of 10 and it came with a free condom from the brand, 520. And on Friday afternoon, we opened both condom brands for comparison. The Playsafe packing was noticeably unique in its material, shape, and quality. And while the hard plastic packing was much sturdier, it also made it much harder to open. As for the thinness, it was thin as expected from the slim packing and product name.

Figure 2: The Playsafe condoms.

Figure 3: Playsafe condoms.

Figure 4: Side view of the condoms.

Figure 5: Testing out the condom. 

Figure 6: Comparing between the brands Playsafe and 520.

Figure 7: The condom003 website.

Secondary Research

I've visited both the old website for the company behind Playsafe, Takaso Resources Berhad (, and the new website for the now newly-named O&C Resources Berhad. This was to gain more official information about the company and its products. The new website still links visitors back to the old website for more info on its products, which might affect how customers view the company.

Figure 8: The product information on the old website.

Figure 9: The old website was obviously outdated in terms of design and website interface.

Figure 10: The new website for the newly-named company with a more modern look.

I then proceeded to check out several online store websites of local pharmacies to gauge the product demand and distribution network. Pharmacies I checked out were Caring Pharmacy, Guardian, and Watsons.

Figure 11: Guardian website.

Figure 12: Caring website. 

Figure 13: Watsons website.

And out of the three stores, only Watsons carried the brand in their website, and even then, they only had a select few types of the Playsafe condoms. The condoms are also hard to find in physical stores. Online purchase of the condom is more convenient  on websites such as Lazada and specialised condom online shops. Perhaps, O&C Resources focuses more of their efforts on international sales of the condoms and the companies ventures in other sectors such as property development. This will affect the brand presence in the media and people's conscious.

Later on, I referred to the link the lecturer gave us on Times to know more about SWOT analysis and conduct my own SWOT analysis for the company and product.

Figure 14: Research on the company.

Figure 15: More research for the SWOT analysis.

Idea Sketches:

This week, I made sure to stick to the USP as best as I can. Ideas came and went, and  I selected and developed the best ones. I also strived to create more ad headlines and incorporate more type into my poster.

Drafts

Figure 16: Drafts 1/2

Figure 17: Drafts 2/2

Sketches

Figure 18: Sketches 1/3

Figure 19: Sketches 2/3

Figure 20: Sketches 3/3

Feedback

Specific feedback: "Record of in-class activity wasn't visible (mind-mapping demo). You must record and document everything you do. You must continue to provide the link for the exercise brief, which is still on going. You are on to something with that elephant idea. The graphical elements of rectangle seem interesting. Interesting observations, hopefully your wont be too fidgety in the next lesson ;) Criticism is actually the most important part of learning, for it is there that you truly learn and get feedback on your solutions. So, embrace it whole heartedly, for there will be more. Interesting book and interesting reflection on the morality bit."

Reflection:

Experience

I was actually pretty nervous when Mr. Vinod wanted to address the forum question the first thing he entered class. I knew my answer was different from the general opinion, and I thought that perhaps Mr Vinod wanted to discuss that. But as it turns out, everyone in class did not give the best answer and it turned into a quick lesson about the forum topic and question itself. So, I definitely learnt something from that! During our first sharing session of sketches with the class, I was able to accept comments and critiques of my ideas. 

Observation

I noticed that I got really fidgety when I showed the lecturer my idea sketches and that I couldn't look him in the eye. I also struggled with voicing out any comments/suggestions about the sketches of my classmates.

Finding

I was fidgety and nervous when I showed my sketches to my lecturer ( and also my classmates) because I fear rejection. I do understand the importance of criticism in self-improvement and I've recently gotten better in accepting these criticisms. But, I still squirm in my seat when that happens. This week's lesson was great practice for facing these criticisms head-on, and I want to make the most out of these in this semester.

Book of The Week:

Figure 21: Guerilla Advertising

Today’s featured book is Guerrilla Advertising by Lucas, G. and Dorian, M. 

I’ll admit that I only picked up the book because of the flashy title and cover. But I’m glad I did.

Essentially, the book discusses the non-traditional approach, or guerrilla approach, to advertising. With the oversaturation of TV, billboard, and press advertisements, traditional advertising has become background noise to today’s consumers. And guerrilla advertising was created out of a need to surprise the viewer when least expected; to capture their attention until the message is received. 

Guerrilla advertising usually markets the product/service in a surprising yet highly appropriate manner. These ads often invade public spaces in relation to the product/service and also contain witty headlines and/or visuals. This combination leaves a far longer impression on the viewer. Although questions of morality in the way these ads are presented do arise (Is it illegal? Is it an invasion of space? How much is too much?), there is no denying the creativity and effectiveness of these advertisements. 

The book features a large showcase of such advertisements, including street propaganda, stunts, and site-specific media. Famous examples included the MSN8 "It's Better with the Butterfly" campaign which prompted public and municipal outcry, but also achieved a global audience.

References: 

Lucas, G. & Dorrian, M (2006). Guerilla Advertising: Unconventional Brand Communication. China: Laurence King Publishing

Hiers, M. (2015). 4 Examples of Awesome Print Advertising. Available at: http://blog.realmatch.com/news-publishers/4-examples-awesome-print-advertising/ (Accessed: 6 September 2016).

Takaso Resources (no date). Playsafe condom: Easy Pack Air Ultra Thin. Available at: http://www.takaso.com/Playsafe/EPFitTex.php?page=EPft002 (Accessed: 9 September 2016).

Picture Credits:

Figure 1- Chupa Chups Sugar Free Ad 
Figure 2-6, 14-20 - Personal documentation
Figure 7 - Condom 003 website
Figure 8-9 - Takaso Resources Berhad website
Figure 10 - O&C Resources Berhad website
Figure 11 - Caring Pharmacy
Figure 12 - Guardian Pharmacy
Figure 13 - Watsons 
Figure 21 - Guerilla Advertising: Unconventional Brand Communication