Sunday, October 23, 2016

Advertising Week 8

18.10.2016 (Week 8)
David Ho Ming Aun (0328394)
Advertising Principles and Practice
Advertising Message and Choice of Media

Lecture: Advertising message and choice of media
This week's lecture is quite interesting as it covered how the media can affect the message of the advertisement greatly. The terms media and new media were firstly defined, followed by media strategy and Integrated Media Communications (IMC). Lots of wonderful examples were shown where the medium of the advertisement proved to be vital in ensuring the effective delivery of the intended message. 

Marshall McLuhan provides a bold quote: "The medium is the message." The five factors that are utilized in deciding a media strategy as outlined by Arens and Schaefer (2007) are outlined: Market, Money, Media, Mechanics and Methodology. This is conveniently known as the 5Ms, and we will be using this in Project 2. 

Outcomes from the lecture:
  • As important as the advertisement itself is, the medium on which it is placed upon plays an important role and has the potential to elevate the message.
  • The difference between IMC and marketing strategy.
  • The 5Ms in planning a media strategy. 


In-class challenge:
Only this very brief brief was provided by our lecturer:

Here you go. You have one hour to mind-map, ideate, and digitize.
Figure 1: Brief for the Logo Design Competition 
We sat down together and began to try to make mind maps of things that represent Malaysia and New Zealand. We were not able to find any solid ideas or digitise it, but we managed to explore some possibilities to the executions. 
Figure 2: Mind Maps (1/2)
Figure 3: Mind Maps (2/2)

We will be continuing to work on the logo through the weeks as it is incorporated into two of our modules, Advertising and Branding.


Project 2:
Secondary Research

 I proceeded to study more in-depth about the different media and their suitability in relation to both my advertising campaign and the target audience, Generation Y. The following information is what I have mined and compiled. Do note that these are merely a collection of information — the synthesized and summarized information can be seen on the slides.
Print Media:
I found a wealth of information from this article: https://contentequalsmoney.com/print_media_for_gen_y/

 The article lists down many resources, and some facts:
  • 60% of Millennials said they’d cut their shopping spending if they didn’t look at newspaper inserts
  • 91% said they use print coupons, ads, and sale notices to save money
  • 51% said print ads inspire them to make a purchase
  • 30% said they go online to find more information about a product after seeing it in a print ad
  • a whopping 87% use print ads to select which restaurants to eat at
  • 84% find coupons and discounts on clothing in print ads, and 71% shop ads to find the best price for apparel
To put some of these numbers in perspective, Valassis found that 86% of people in this age bracket visited Facebook on a daily basis.

In this article: http://www.npr.org/sections/gofigure/2012/05/02/151547286/millennials-and-print-newspapers-a-surprising-story it mentions a State of News Media study by Pew, which found that nearly a quarter of 18 – 24 year olds surveyed had read a newspaper in the past 24 hours. Millennials keep pace with total US adults until it comes to comparing the number of heavy readers. Less than a quarter of Millennials (22%) are reading newspapers at least every other day, compared to 40% of adults overall. However, 52% of them are getting their hands (and eyes) on a newspaper at least once a month and up to fourteen times a month.

In this site (http://smallbusiness.chron.com/print-media-advertising-advantages-3393.html) benefits of using print media to advertise are highlighted as such:
  • Multiple Exposure: Newspapers can be re-read and exposure is not limited to a mere one-time event.
  • Non-Intrusive: Not as intrusive as other media such as radio and TV and therefore the viewer won’t see is as much as an annoyance.
  • Target Marketing: Can target specific target groups. This is especially the case with magazines.
  • Loyal Readership: Longitudinal subscriptions and loyalty allow development of a
  • long-term advertising campaign.
  • Position Flexibility: Advertisers can usually choose where their ads would be
  • placed within a publication.



Social Media:
A pessimistic start to my reseach, this study (http://adage.com/article/digital/study-1-facebook-fans-engage-brands/232351/) claims that "..lightly more than 1% of fans of the biggest brands on Facebook are actually engaging with the brands, according to a study from the Ehrenberg-Bass Institute, an Australia-based marketing think tank that counts Procter & Gamble, Coca-Cola and other major advertisers as its supporters."

Nevertheless, from this social networking fact sheet (http://www.pewinternet.org/fact-sheets/social-networking-fact-sheet/) it is reported that 92% of those in the 18-29 age group frequent sites like Facebook and Twitter, compared to the 73% of runners-up in the 30-49 group.

I found a really comprhensive dissertation by Tingley of Walden University, which can be viewed here: http://scholarworks.waldenu.edu/cgi/viewcontent.cgi?article=2215&context=dissertations.

This dissertation covers many areas, but here are some points that are relevant to using social media as a viable medium of advertising.


  • In support of Fischer and Reuber (2010), 90% of participants in this study found Twitter an effective channel for marketing to Generation Y. Almost half (45%) of the participants mentioned Instagram, while 20% mentioned YouTube for their social media efforts. Patterson (2011) found that Facebook was a strong social media application for consumers; however, although 55% of this study’s participants showed support for Facebook, 30% were specifically against Facebook use when marketing to Generation Y. As one participant commented, “although still maybe Facebook is good for some and not for others, I think that Facebook is actually being utilized now more by the older demographics than the younger demographics” (P13).
  • Huang et al. (2013) applied attitude toward the ad to viral videos and noted that Internet users are most likely to respond to or actively shareInternet content if they view the ad as entertainment.
  • Slightly more than half (55%) of the participants responded to the importance of timing of social media usage and understanding what is new in the industry.
  • In support of findings by Hadija et al. (2012), who stated that members of Generation Y will often only notice an advertisement for a split second, one participant found that “you have to think in little bits, we call it ‘snackables’ or bite-sized bits of information"


Ambient Advertising
Perception of advertising strategies - a qualitative study comparing Generation X and Generation Y: http://www.diva-portal.org/smash/get/diva2:721757/FULLTEXT01.pdf
The conclusion that can be inferred from this research is that Generation Y perceives ambient advertising better than Generation X, since they are more open for this type of advertising.


Billboard Advertising
The following infographic proposes some optimistic data and facts supporting the use of billboard advertisements.

Figure 4: Infographic on Outdoor Advertising
(OverstockAds, 2011)
"It was also found that Malaysians are spending more time in traffic gridlock than a year ago (2015), according to an online survey conducted by global carmaker, Ford. Of the 1,050 Malaysian respondents, 55 per cent of them said they spent more time in traffic."

The effectiveness of billboard advertising and the fact that Malaysians are spending more and more time in gridlock on the roads allow the billboards to play a larger role in advertising.


Web banners
Research findings have been looking down for web banners, with articles such as this one (http://www.tintup.com/blog/better-than-banner-ads-smart-ways-spend-ad-dollars-2015-muriel-macdonald/) by TINTUP stating that: "Modern day banner ads have a click rate of less than .1% (or 1 in 1000 people) which means you are more likely to complete NAVY SEAL training than click a banner ad."

However, in this article (http://adage.com/article/digitalnext/defense-banner-ads-hates-work/295782/) by Advertising Age written by Tom Goosman, chief creative officer at digital agency True North, the position of web banners is defended. I quote: "Many have declared that banners are ignored and ineffective. Behavior tells a different story. We see the banner's influence again and again. When we have stopped using banner display ads for clients, we've seen traffic, search and conversions plummet."

I think we can also see how the measure of the effectiveness of a web banner is not as valid as it can be. Measuring a positive value based on click rates does not account for the actual viewing of the advertisement, which could produce that edge that Goosman refers to in the article.

Having compiled all this data, I will now compile and summarise it neatly into the following Google Slides presentation.



 Project 2 Slides:




Forum:

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

Answer
The Media Mix refers to the types of media chosen to be utilised in an advertising campaign to achieve its objective. There are two distinct streams of media, the traditional media (print, radio, TV) and the new media (online social networks, websites). The interaction between these two mediums are not uncommon today and can prove to be effective in capturing the attention of the target audience.
The Integrated Marketing Communications, on the other hand, is a larger component that encompasses the Media Mix. The Media Mix is but a small part in the IMC, which includes aspects like timing, frequency, budget, and so on. The IMC is vital in the planning and coordination of the overall direction in which the advertising campaign will head, in accordance with the marketing strategy employed.

Feedback:
Specific Feedback
Good presentation. Citation and sources were abundant and supports your assesrtions and claims. Well crafted presentation and well presented (written form). Good work!

General feedback


Reflection:
Experience
I enjoyed the brainstorming sessions together, as we can really speed up the ideation process. I felt more confident with my chosen idea for the Playsafe advertising campaign after having shown it to the lecturer and classmates. 

Observation
I notice that some classmates do not seem too motivated in voicing out their ideas or opinions, which can hinder creative thought and the overall process. I notice the lecturer being very tired these few days. I think he needs to take care of himself as well. I realise I am also quite forgetful, so I have begun writing things down more diligently in my notebook.

Findings
I have found that I tend to put my work off to the last minute, with my productivity levels reaching it's peak just before the deadline. I should probably try to do work more consistently to spread the load throughout the week. 


Book of the Week:

Figure 5: Week 8 Book of the Week
Hey, Whipple, Squeeze This! by Luke Sullivan

I enjoy the witty casual tone that Sullivan has set throughout the book. It doesn't feel so formal and authoritative like Ogilvy's book, but it feels more like a casual albeit passionate chat with your macha at the mamak store. Here are some cool things from the book.
  • Sullivan speaks of a quote by Alex Bogusky, who said: "We try to find that long-neglected truth from the product and give it a hug." Notice how he said 'find' and not 'invent'. It's very important to find the truest thing you can say about the product, to find the central human truth of a product.
  • On idea generation: "Write hot. Edit cold." Get it on paper, fast and furious. Edit later.
  • The book highlights an 'advertising legend' that Bill Bernbach carried a little note in his jacket pocket. Whenever he was having a disagreement with a client, he would take it out to remind himself. In small words, the sentence read: "They may be right."
  • Very interestingly, Sullivan goes through the ways of presenting and defending your ideas, but then criticises the idea of testing an idea to your client. He argues that the idea of testing has the misconception of assuming people react intellectually to commercials, whereas in reality, reactions are something visceral and instantaneous. He provides a wonderful quote by Bill Bernbach: The quote is followed by the following paragraph: "We are so busy measuring public opinion, we forget we can mold them. We are so busy listening to statistics that we forget we can create them." The following in an excerpt from the section that immediately follows the quote: "This simple truth about advertising is lost the minute a focus group sits down to do its business. In those small rooms, the power of advertising to affect behavior is not only subverted, it is reversed. The dynamic of a commercial coming out of the television to consumers is replaces with consumers telling the commercial what to say."

Picture Credits


References:



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Publishing 1: Print Media - Project 2

Week 3 – Week 8 
David Ho Ming Aun (0328394)
Publishing 1: Print Media
Project 2: Information Booklet: The Age of Vikings by James Hodgson

Brief
This was the brief provided by the lecturer.

Figure 1: Project 2 Brief


Design Development

 I began by setting up the provided grid in InDesign, followed by reading the body content. I then experimented with typeface combinations and decided on Uncial Antiqua for the headings and Adobe Garamond Pro for the body.
Figure 2: Typeface Tests

 This is a test print of the typefaces. Shown are Adobe Garamond Pro and Optima. While Optima looked good on the computer screen, Adobe Garamond Pro looked much better and easier to read once printed.

Figure 3: Early Layout Draft

 This is a very early draft of a page. Here is the first instance I used the wavy lines as a graphic element, and I have also explored the usage of those lines in a circle as well.
Figure 4: Graphic Elements Experimentation
Here I experiment with different ways I can portray the header with some graphic element. I soon realised that without seeing the header in context, it is difficult for me to rigidly (as well as blindly) set a graphic element to the header.

 I went through many versions of the initial document, which I have unfortunately not been able to document to its entirety. The following versions are conceived during the later stages of the project.
Figure 5: Version 1 of Project 2
In Version 1 most of the page elements have been set, but issues pertaining to flow, alignment and white space persisted. 
Figure 6: Version 2 of Project 2

In Version 2, I added a textured blue background to create more visual cohesion across the pages. I've also moved some pictures around and added some elements to page 11.

 At this point I began to work on the front cover, coming up with several drafts which are the following:
Figure 7: Front Cover Draft 1
Figure 8: Front Cover Draft 2
Figure 9: Front Cover Draft 3
Figure 10: Front Cover Draft 3 Red

 I chose cover draft 3 in blue as it best reflects the tone I have set for the booklet. 
Figure 11: Version 3 of Project 3
Version 3 introduces the final cover and tweaks some issues with page balance. Changes can be seen on pages 8, 11, 12, 13.

 I printed a black and white mockup of version 3 and consulted my lecturer. I also noticed that the texture could be a bit too overpowering, so I lightened that. I also tweaked the alignment on pages 12 and 13, and the colours on the front cover.
Project 2 Final Outcome:
Figure 12: Final Outcome Project 2

Reflection


1. What was your main DESIGN DIRECTION?

My design direction for this project was to create a "hardworking" booklet that contained a good amount of information but yet stay interesting enough so that the reader will not tire. I also wanted to explore how different arrangements of elements could provide variety to the pages, but yet stay unified.

2. What was your main AIM in resolving this project?

I aimed to find solutions to the problem given in an elegant way. I wanted to find out how pages can be so varied but yet maintain the same overall feel of the book. I think that this booklet does answer the brief effectively as it has all the information (and more) contained in an interesting manner with a relatively strong sense of design unity.

3. What were the tangible, measurable OUTCOMES that you achieved?

In the final outcome, I think this booklet is successful in laying out all the information in a variety of ways to maintain visual interest. I ensured that there is at least one etched-out image on each spread in order to break the monotony of rectangular chunks of information. The textures, colours and footers allow for consistent design unity and flavour throughout the pages. An area to work on is to tighten up some areas of white space, evident on page 10's bottom right. I enjoyed working on the cover, using the viking shields to represent different clans of vikings instead of just using an image of a burly viking man. Using the wavy line pattern helped further reinforce the visual style of the booklet.

4. What were your OBSERVATIONS?

I observed that my initial design concept changed as I started to place elements into the pages. I was forced to juggle between my initial design style and the functionality of it, trying to maintain creativity within this functional project. I observe that sometimes working from the details up can be a fresh approach to developing a page and subsequently, a book. This was what I did, developing the wavy line pattern from the beginning and working from there. The hardest part of the project was once again, the initial process where I was forced to explore different variants without a very clear sense of direction yet. It's almost like running around blind, trying little things here and there until something clicks. However I thoroughly enjoyed tuning the fine details: the spacings, the distances, the page numbers and so on.

5. Carry out some REFLECTIONS.

I think I am quite proud of how this project turned out and it has exceeded my initial expectations for this project. It felt extremely satisfying to have it printed out and to be able to hold your work in your own hands and see how it works in the real life. I've learnt a lot about how spreads work in a magazine format. I'm usually not comfortable in cramming too many elements into one page (or spread), but this project has shown me that it is possible to do it elegantly without it looking too cluttered. I admit I did not venture onto too risky a tangent, I was just trying to keep things safe within the usual boundaries to get a feel of how to make a booklet of this sort. What I should consider in the next project is the pacing of the pages, in the sense that not every page needs to be packed with information, and there needs to be some pages that help ease the readers in slowly.


Image Sources
Figure 1 – 13 : Personal Documentation
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Entertainment Design - Week 9,10