Advertising Principles & Practice | Project 1 Submission
8/9/17 - 6/10/17
Week 2 - Week 6
Leanne Faye 0327020
Advertising Principles & Practice
Project 1: Insights
Lectures:
1/9/17 Week 1
No lectures. In conjunction with public holiday.
Forum
Forum Questions
My answer
8/9/2017 Week 2
Today is the first lecture for the module because there was a public holiday that fell on 1/9/17 (Friday) during week 1. So we started off by going through week 1's slides that we were asked to read on our own. In week 1 lecture, we learn what is advertising, what is its purpose, who uses it and Bill Bernach's 10 principles in advertising. In the slides, Mr. Vinod included an example of a successful advertising which is the iconic VW Beetle and Polaroid advertising campaign by DDB. Mr. Vinod also went through the slides for idea sketch exercise. Before diving into week 2 lecture, we had to complete an exercise on TiMeS about our view on advertising and which 3 Bernach's principles that we felt strongly about and why. After a short break, we continued week 2 lecture on advertising and marketing. The slides explains definitions of marketing from different organization and source. It also explains the relationship between marketing and advertising. Moving on to the idea sketches we were told to do, it was a group discussion, allowing classmates to give each other feedback, suggestion and even critic remarks. We explained our sketches, receive feedback and looked at fellow classmates ideas then give feedback as well.
Forum
Forum Questions
My answer
15/9/2017 Week 3
The keyword for today's lecture is "Creativity". We talked about from "What Is Creativity" to "How Do We Know" and "Why Do We Create". So creativity is the use of imagination or original ideas to create something. Mr. Vinod also stated that if we don't stick out of the crowd, then we lack madness. We have to be off the hinge to be creative. Mr. Vinod also went off topic a little and explained what true happiness is. "Happiness have to be dependent on ourselves" - Mr. Vinod. Next, we discussed about what is creativity in the context of advertising, which is make ideas targeted to our audience, selling a point that is relatable to target audience and be unexpected & do something that turns heads. Mr. Vinod then showed us some videos of Old Spice Ads to show us the evolution of advertisements through out the years. Last topic on today's lecture is effective advertising message by segmenting a consumer market. There are four categories, which are:
- Behavioristic
- Geographic
- Demographic
- Psychographic
We are then divided into 4 groups to find out information on the category given to us. I was in a group with Vicky and Amber, our category is demographics. We researched on definition, usage and types of demographic. All 4 groups then post our answers on Facebook. Mr. Vinod short feedback to us, is that we should add in an example of a situation for easy understanding.
Forum
22/9/17 Week 4
No lectures. In conjunction with public holiday.
Forum
29/9/17 Week 5
Today's lecture is about the roles and responsibilities of an advertising art director. Creative directors and art directors are both leaders in their profession, guiding others to create for the project they are working on. Creative directors decide on ideas and guide a company or project's overall vision; they often have business acumen and may work across departments, reporting to top executives or producers. Art directors, on the other hand, focus on the creative process.
Forum
Forum Questions
My answer
22/9/17 Week 4
No lectures. In conjunction with public holiday.
Forum
Forum Questions
My answer
29/9/17 Week 5
Today's lecture is about the roles and responsibilities of an advertising art director. Creative directors and art directors are both leaders in their profession, guiding others to create for the project they are working on. Creative directors decide on ideas and guide a company or project's overall vision; they often have business acumen and may work across departments, reporting to top executives or producers. Art directors, on the other hand, focus on the creative process.
Forum
Forum Questions
My answer
6/10/17 Week 6
Today's lecture is about influence of social cultural, economical ethical and political factors in advertising. This lecture is presented my classmate Cherine and Kumail. Example in India, a closed economy, opening up their economy to foreign products and programmes. It is a cultural turning point for India. One such programme was MTV. Advertising not only reflects culture it also promotes and normalizes what would be considered foreign cultures.
What is culture?
- the ideas, customs, and social behaviour of a particular people or society.
- the arts and other manifestations of human intellectual achievement regarded collectively: 20th century popular culture.
We then were showed examples on how advertising uses or promote culture in advertising. One example was an ad campaign by Coca-Cola, which shows a lady of the house serving the soft drink to guests and families with a headline that says "Serve Guests Great Taste.". In many families, the arrival of guests or relatives means that the lady of the house gets down to business. She spends long hours preparing snacks and beverages for them. The act of being a good 'hostess' - or being 'formal' - makes her miss out on interesting conversations. Another topic that we learned today is how politics influence advertising. There is often a nemesis in the form of another country. In Malaysia, it is Singapore. In Japan its China. In India it is Pakistan. Then, more examples are shown of ads that uses politics to create campaigns.
Next, we read through a long list of advertising codes of ethics in Malaysia. Following, a series of example were shown to us about a dead raccoon on the sidewalk in Toronto which was a #1 viral phenomenon. This was to show how powerful the social world is in social marketing and and advertising.
Forum
Forum Questions
My Answer
Instructions
Project 1 (15%)
The Brief
Insight. (Taylor’s Design School)
DEADLINE
Week 6
Description
The student has the task of researching and analysing the brand/product: The Design School for the purpose of developing “insight”that will eventually be used to develop creative and effective advertising message.
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.
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 strategeis.
There are two types of research approaches that you will use inadvertently:
1) Primary research. Primary research entails you physically handling/visitng/using the product/brand or talking to a sales person or visiting the retail outlets/company/institution, etc. 2) Secondary research. Secondary research entails data gathering from, websites, magazines, journals, previous advertisements, literature, 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
· Visit the institution, Speak to the sales and marketing people, identify key informers and contact them to obtain any key insights.
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/
3. Competitors (Malaysia Only)
· Who are the competitors? (SWOT analysis)
· How and where do they advertise?
· What is their advertising strategy? (USP/SMP)
· What do their Ads look like?
· What is the difference in the product?
· How is it sold?
Requirements
The student must document the above research and analysis in their eportfolio and A4 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 (failures, printouts, websites, images, charts, etc.) documented logically and chronologically in the A4 Clear Sheet folder. The works must be labelled and dated.
2. All gathered information (screen grabs, websites, images, charts, etc.) documented logically and chronologically in the eportfolio for the duration of the project in one post.
3. Powerpoint presentation of final analysis: Brand/Product, Target Audience and Competitor. Printed as a handout, 4 slides per page.
Objectives
Project 1 (15%)
The Brief
Insight. (Taylor’s Design School)
DEADLINE
Week 6
Description
The student has the task of researching and analysing the brand/product: The Design School for the purpose of developing “insight”that will eventually be used to develop creative and effective advertising message.
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.
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 strategeis.
There are two types of research approaches that you will use inadvertently:
1) Primary research. Primary research entails you physically handling/visitng/using the product/brand or talking to a sales person or visiting the retail outlets/company/institution, etc. 2) Secondary research. Secondary research entails data gathering from, websites, magazines, journals, previous advertisements, literature, 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
· Visit the institution, Speak to the sales and marketing people, identify key informers and contact them to obtain any key insights.
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/
3. Competitors (Malaysia Only)
· Who are the competitors? (SWOT analysis)
· How and where do they advertise?
· What is their advertising strategy? (USP/SMP)
· What do their Ads look like?
· What is the difference in the product?
· How is it sold?
Requirements
The student must document the above research and analysis in their eportfolio and A4 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 (failures, printouts, websites, images, charts, etc.) documented logically and chronologically in the A4 Clear Sheet folder. The works must be labelled and dated.
2. All gathered information (screen grabs, websites, images, charts, etc.) documented logically and chronologically in the eportfolio for the duration of the project in one post.
3. Powerpoint presentation of final analysis: Brand/Product, Target Audience and Competitor. Printed as a handout, 4 slides per page.
Objectives
To develop students ability to gain and utilise insight for effective advertising.
Instructions
Project 1 (15%)The Brief
Insight. (Taylor’s Design School)
DEADLINE
Week 6
Description
The student has the task of researching and analysing the brand/product: The Design School for the purpose of developing “insight”that will eventually be used to develop creative and effective advertising message.
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.
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 strategeis.
There are two types of research approaches that you will use inadvertently:
1) Primary research. Primary research entails you physically handling/visitng/using the product/brand or talking to a sales person or visiting the retail outlets/company/institution, etc. 2) Secondary research. Secondary research entails data gathering from, websites, magazines, journals, previous advertisements, literature, 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
· Visit the institution, Speak to the sales and marketing people, identify key informers and contact them to obtain any key insights.
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/
3. Competitors (Malaysia Only)
· Who are the competitors? (SWOT analysis)
· How and where do they advertise?
· What is their advertising strategy? (USP/SMP)
· What do their Ads look like?
· What is the difference in the product?
· How is it sold?
Requirements
The student must document the above research and analysis in their eportfolio and A4 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 (failures, printouts, websites, images, charts, etc.) documented logically and chronologically in the A4 Clear Sheet folder. The works must be labelled and dated.
2. All gathered information (screen grabs, websites, images, charts, etc.) documented logically and chronologically in the eportfolio for the duration of the project in one post.
3. Powerpoint presentation of final analysis: Brand/Product, Target Audience and Competitor. Printed as a handout, 4 slides per page.
Objectives
To develop students ability to gain and utilise insight for effective advertising
Brand Product Insight
I've gathered information and conducted researches to complete Project 1. In brand & product insight analysis, research methods utilized as following : Primary Research (psychically handling such as interviewing and talk face-to-face) and Secondary Research (data gathering from website, brochure etc.)
Primary research
Fig 1.1
Fig 1.2 SWOT Analysis from TDS marketing team.
Fig 1.3 Interview results on sem 1 BGCD, BIMB, BIA students. (1)
Fig 1.4 Interview results on sem 1 BGCD, BIMB, BIA students. (2)
Foundation in Design (1 year)
Foundation in Arts (1 year)
Diploma in Interior Design (3 years)
Bachelor of Arts (Hons) Interior Architecture (3.5 years)
-Fully accredited by LAM.
Bachelor of Arts (Hons) in Graphic Communication Design (3 years)
-Option for dual award with UoN, Australia.
Bachelor of Arts (Hons) in Interactive Multimedia Design (3 years)
Industry Exposure
- Students participate in Local & International Design Showcase & Competitions
- Industry collaborations, Industrial Attachments, CSR projects
- Students showcase their projects via Graduate Showcase event
Wide Artistic Influence
- Lecture Series, Professional Exhibitions, International Workshops
Internationalization
- Activity Week, Asian Cultural Exchange, Field Trips, Site Visits
QS World University Rankings 2017: #1 Private University for Art & Design in Malaysia
Facilities
Carpentry Workshop, Photography Studio, Design Mac Lab, Drawing Room, Printmaking Room, Multimedia Lab, Design Studio, Exhibit Gallery (CODA)
Graduate from a reputable Design School.
Cultivate design thinking skills to provide innovative design solutions through a shared experience.
- Local & International Design Showcase & Competitions, Lecture Series, Professional Exhibitions, International Workshops, Graduate Showcase
Comprehensive education which covers cultural, scientific and technological needs of society. Explore how design is applied in design and non-design context.
Multidisciplinary exposure to give our students an edge in creative and critical thinking skills.
- Industries are now combining art with science and tech to bring new way of thinking. Reform-minded education experts want to include Art to make STEAM to unleash the creativity component in people.
Widened perspective via artistic influences from various countries & cultures.
Hands-on learning: Real projects with the industry and industrial attachments.
Various facilities to facilitate design thinking and knowledge exchange.
The Design School @ Taylor's University
Lecture Series
Discriminator/USPFacilitating Design Thinking
Graduate from a reputable Design School.
Cultivate design thinking skills to provide innovative design solutions through a shared experience.
- Local & International Design Showcase & Competitions, Lecture Series, Professional Exhibitions, International Workshops, Graduate Showcase
Comprehensive education which covers cultural, scientific and technological needs of society. Explore how design is applied in design and non-design context.
Multidisciplinary exposure to give our students an edge in creative and critical thinking skills.
- Industries are now combining art with science and tech to bring new way of thinking. Reform-minded education experts want to include Art to make STEAM to unleash the creativity component in people.
Widened perspective via artistic influences from various countries & cultures.
Hands-on learning: Real projects with the industry and industrial attachments.
Various facilities to facilitate design thinking and knowledge exchange.
The Design School @ Taylor's University
Lecture Series
- Professional Exhibitions & International Workshop
- Graduate Showcase
- Activity Week & Asian Cultural Exchange
- Field Trips with a multidisciplinary approach
- Site Visits to learn about the purpose and process of space creation
- Industry Collaborations
- Internship Companies
- Facilities
Discriminator/USPFacilitating Design Thinking
- Design as a Shared Experience: Local & International Design Showcase & Competitions, Lecture Series, Professional Exhibitions, Graduate Showcase, International Workshops
- The Exposure: Activity Week, Asian Cultural Exchange, Field Trips, Site Visits
- Hands-on: Industry collaborations, Industrial Attachments, CSR projects
- Facilities: Carpentry Workshop, Photography Studio, Design Mac Lab, Drawing Room, Printmaking Room, Multimedia Lab, Design Studio, Exhibit Gallery (CODA)
Secondary Research
Fig 1.5 TDS Prospectus
Fig 1.6 TDS Prospectus
Fig 1.7 TDS webpage
Fig 1.8 TDS webpage
Fig 1.9 TDS Ads
Fig 1.10 TDS Ads
Fig 1.11 TDS Ads
Fig 1.12 TDS Ads
Fig 1.13 TDS Ads
Conclusion
Taylor’s University Design School most recent ranking have impacted the brand in so many ways, it is TDS selling point that differentiates the brand amongst competitors and even other faculties.
In the interview with a representative from the marketing team, The Design School is marketed in ways how parents wants to see. Taylor’s University has established a name and reputation as premium and luxury private university in Malaysia.
Taylor’s University Design School has more strength than weakness. However, after analysing research from the marketing team and secondary research, TDS lacks brand awareness even after being rewarded QS World: #1 Private University in Msia (Art & Design) 2016 & 2017. TDS lacks brand awareness even in amongst other faculties in Taylor’s University. TDS can use existing awards and reputation to raise brand name by using marketing strategies to do so.
Demographics: Majority 15-19 years
Majority of the student population are females (61% skewed Female)
Average Household Income RM7K+
Ethnicity skewed primarily Chinese, secondary Malay (52% C; 18% M)
Urbanites primarily in Central area, secondary EM region (72% C, 11% EM)
Media consumption: Often listen to radio
When I need info, the first place I look is the Internet
While watching TV, I search the internet for product advertised
I tend to be influenced by comments / reviews posted online
Parents
Demographics: Majority 40-54 years
Average Household Income RM7K+
Ethnicity skewed primarily Chinese, secondary Malay (52% C; 18% M)
Urbanites primarily in Central area, secondary EM region (72% C, 11% EM)
Psychographics:
I will pay more to get a luxury brand
I always buy brands my children prefer
Media Consumption:
I tend to be influenced by comments / reviews posted online
The internet allows me better understanding of the product / brand
Gen Y kids are known as incredibly sophisticated, technology, wise, immune to most traditional marketing and sales pitches.
However, millennial characteristics varies by region, depending on social and economic conditions, but the generation is generally marked by an increased use and familiarity with communications, media, and digital technologies.
Demographics
Target Audience Insight
StudentsDemographics: Majority 15-19 years
Majority of the student population are females (61% skewed Female)
Average Household Income RM7K+
Ethnicity skewed primarily Chinese, secondary Malay (52% C; 18% M)
Urbanites primarily in Central area, secondary EM region (72% C, 11% EM)
Media consumption: Often listen to radio
When I need info, the first place I look is the Internet
While watching TV, I search the internet for product advertised
I tend to be influenced by comments / reviews posted online
Parents
Demographics: Majority 40-54 years
Average Household Income RM7K+
Ethnicity skewed primarily Chinese, secondary Malay (52% C; 18% M)
Urbanites primarily in Central area, secondary EM region (72% C, 11% EM)
Psychographics:
I will pay more to get a luxury brand
I always buy brands my children prefer
Media Consumption:
I tend to be influenced by comments / reviews posted online
The internet allows me better understanding of the product / brand
Definition of Gen Y
Generation Y, Echo Boomers or Millenniums. Born in 1977-1994 (years differs from different sources). Current population of people from Gen Y is approximately 71 million. Gen Y kids are known as incredibly sophisticated, technology, wise, immune to most traditional marketing and sales pitches.
However, millennial characteristics varies by region, depending on social and economic conditions, but the generation is generally marked by an increased use and familiarity with communications, media, and digital technologies.
The chart shows population of Malaysia in year 2016.
The box indicates Generation Y members age group (20-34 years of age).
It shows that Generation Y has the highest percentage of population in Malaysia.
The box indicates Generation Y members age group (20-34 years of age).
It shows that Generation Y has the highest percentage of population in Malaysia.
Fig 2.1
The chart shows age group population by states in Malaysia in year 2017.
The black box indicates the state with the highest rate of population (Selangor).
The blue box indicates highest rate of Generation Y members .
It shows that Selangor has the highest rate of Generation Y members in Malaysia.
Fig 2.2
Behaviouristics
- Gen Y is more technologically savvy.
- Gen Y is more comfortable with diverse ethnic groups.
- Gen Y has limited patience with the status quo.
- Gen Y are today's business innovators.
- Gen Y is family-centric.
- Gen Y is achievement-oriented.
- Gen Y craves attention.
Psychographics
- Thought to be more family-oriented.
- Well-educated, tech savvy, socially responsible and eager to be seen as individuals instead of a general audience.
- Willing to pay high prices for brands.
- Gen Y is known for having big expectations but not always knowing or valuing the steps involved to reach those expectations.
- Gen Y often has a feeling of entitlement. However, that is not true for everyone in my generation. In fact, we are witnessing a dislocation between the Gen Yers and Millennials who have their stuff together and those who are struggling to gain real-world traction.
Conclusion
Generation Y/Millennials is the one that will redefine learning. This generation is portrayed as seeking stability above all else, and looking for long careers in big, safe companies. Gen Y is a smart, educated and agile cohort. Its members are socially networked, digitally savvy and most likely the most studied generation to date.
Millennial’s main sources for news are television (65%) and the Internet (59%). Lagging behind are newspapers (24%) and radio (18%). This generation grows up with computers, they have been shaped in familiarity with information and communication tools. Therefore, marketing the brand to this audience successfully is to use the media platform effectively.
Thirty-six percent say they depend on financial support from their families. Many Millennials have grown up with parental support and encouragement and have experienced relatively comfortable lifestyles.
Competitors Insights
TOA
Fig 3.1
Fig 3.2
Fig 3.3 SWOT Analysis on TOA
Fig 3.4 TOA webpage
Fig 3.5 TOA webpage
Fig 3.6 TOA prospectus
Fig 3.7 TOA prospectus
Fig 3.8 TOA prospectus
Programmes
Foundation in Communication Design 1.5-year Programme (Intakes - May) Foundation in Interior Architecture Design 1.5-year Programme (Intakes - May)
Diploma in Multimedia Design 3-years Programme (Intakes - January, April and August)
Diploma in Advertising & Graphic Design 3-years Programme (Intakes - January, April and August)
Diploma in Digital Animation 3-years Programme (Intakes - January, April and August)
Diploma in Illustration 3-years Programme (Intakes - January, April and August)
Diploma in Interior Design 3-years Programme (Intakes - January, April and August)
Diploma in Fashion Design & Pattern-Making 3-years Programme (Intakes - January, April and August)
Diploma in Fine Arts 3-years Programme (Intakes - January, April and August)
Bachelor of Arts (Hons) Interactive Media Design 3-years Programme (Intakes - May)
Bachelor of Arts (Hons) Graphic Design 3-years Programme (Intakes - May)
Bachelor of Arts (Hons) Graphic Design 3-years Programme (Intakes - May)
Bachelor of Arts (Hons) Interior Architecture Design 3-years Programme (Intakes - May)
Limkokwing University of Creative Technology 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 its 12 other campuses in Botswana, Cambodia, China, Indonesia, Lesotho, Sierra Leone, Swaziland and the United Kingdom accredited by Accreditation Service for International Colleges and Universities (ASIC).
LimKokWing University
Fig 3.9
Fig 3.10
Fig 3.11 SWOT Analysis LKW University
Fig 3.12 LKW University webpage (1)
Fig 3.13 LKW University webpage (2)
Fig 3.14 LKW University webpage (3)
Programmes
Foundation in Built Environment 1.5-year Programme Foundation in Design 1.5-year Programme
Diploma in Interior Design 3-year Programme
Diploma in Graphic Design 3-year Programme
Diploma in Packaging Design & Technology 3-year Programme
Diploma in Product Design 3-year Programme
Diploma in Creative Multimedia 3-year Programme
Diploma in Interactive and Multimedia Design 3-year Programme
Bachelor of Arts (Hons) Creative Multimedia 3-years Programme
Bachelor of Arts in Interior Architecture 3-years Programme
Conclusion
The research done on competitors shows that each university has their own strength and weakness. Different universities uses different selling point to market their brand. The One Academy uses their affiliation with industries partnerships as their SMP while LimKokWing University uses globalisation and internalisation to brand their university.
TDS is strong and relies a great deal on awards and rankings. However, may not be strong in these aspects like industries or globalisation, might be due to lack of connection with associations. Taylor’s University focuses on the study environment to provide students a shared experience which competitors may not have.
Strategy & Big Idea
In conclusion, the Generation Y can be effectively broadcast to by conveying the SMP according to their mindsets and something they can relate to their age group.
The main approach is to successfully catch attention in the fraction of a second by coming up with ideas using twisted or shocking visuals. Following by a witty headline that receive to support the visuals, this enables target audience to react and leaves a memorable impression in the minds.
The ad must also show the capability of SMP of being ‘hybrid’ and present that graduates from TDS is more than just a designer. This is a selling point that seals the deal of target audience.
Bibliography (APA)
Reference list
The main approach is to successfully catch attention in the fraction of a second by coming up with ideas using twisted or shocking visuals. Following by a witty headline that receive to support the visuals, this enables target audience to react and leaves a memorable impression in the minds.
The ad must also show the capability of SMP of being ‘hybrid’ and present that graduates from TDS is more than just a designer. This is a selling point that seals the deal of target audience.
Bibliography (APA)
- Schroer, W. (2017). Generations X,Y, Z and the Others. [online] WJSchroer. Available at: http://socialmarketing.org/archives/generations-xy-z-and-the-others/ [Accessed 1 Oct. 2017].
- Main, D. (2017). Who Are the Millennials?. [online] Live Science. Available at: https://www.livescience.com/38061-millennials-generation-y.html [Accessed 1 Oct. 2017].
- Kavanagh, S. (n.d.). The Ultimate Guide to Malaysian Gen Y. [online] The Daily WOBB | Your Guide To Malaysia's Job Space. Available at: https://daily.wobb.co/education/ultimate-guide-malaysian-gen-y/ [Accessed 1 Oct. 2017].
- Creative Paramedics | Advertising & Event Marketing Agency Malaysia. (2015). The Millennials of Malaysia. [online] Available at: http://www.creativeparamedics.com/the-millennials-of-malaysia/ [Accessed 2 Oct. 2017].
- Vase Blog. (2017). Malaysia's Statistics on Population. [online] Available at: https://vase.ai/blog/malaysias-selected-statistics-population-2/ [Accessed 2 Oct. 2017].
- Business News Daily. (2012). Gen Y: Your Work BFF?. [online] Available at: http://www.businessnewsdaily.com/2434-gen-work.html [Accessed 2 Oct. 2017].
- Kane, S. (2017). What Employers Should Know About Their Gen Y Employees. [online] The Balance. Available at: https://www.thebalance.com/common-characteristics-of-generation-y-professionals-2164683 [Accessed 2 Oct. 2017].
- Culclasure, E. (2016). Gen Y: How To Target The Largest Consumer Group In History. [online] Search Engine People Blog. Available at: https://www.searchenginepeople.com/blog/16081-gen-y-marketing.html [Accessed 3 Oct. 2017].
- Franco, M. (n.d.). How Generation Y Works. [online] Generation Y Traits - Generation Y Traits | HowStuffWorks. Available at: http://people.howstuffworks.com/culture-traditions/generation-gaps/generation-y1.htm [Accessed 3 Oct. 2017].
- Dorsey, J. (n.d.). The Top 10 Millennials and Gen Y Questions Answered - Finally!. [online] Jason Dorsey. Available at: http://jasondorsey.com/millennials/the-top-gen-y-questions-answered/ [Accessed 3 Oct. 2017].
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- Taylor’s University TDS webpage
- Population Quick Info
- The One Academy Wikipedia
- TOA College Profile
- The One Academy webpage
- The One Academy Instagram
- The One Academy Facebook
- LimKokWing University Wikipedia
- LimKokWing webpage
- LimKokWing Instagram
- LimKokWing Facebook
Slides
Final Slides (Revised)
Feedback
Week 1 & 2
Week 3
My sketches were visually interesting but not memorable. One of it was interesting, it works but not sure if its relatable to the target audience. One of it might have copyright issues so to avoid that, I can combine or create a new character for it. Instead of using types of personalities, one of my classmate suggested to use tarot cards. Lastly, the sketch with the pie chart may not have to look like a traditional pie chart. Choose things that is unexpected and see if it relates.
Week 4
One of the sketches can be explored further. Can be done in a way for example, within the square is everything normal but outside the square are things that are different. The inside can be a caterpillar and the outside can be a butterfly. I need to think deeper and leverage to come out with something good. Exploit aspects of hybrid and what can portray that. Although not all sketches are impactful and good, but the sketches were nice.
Week 5
One of the sketches can be explored further. Can be done in a way for example, within the square is everything normal but outside the square are things that are different. The inside can be a catepillar and the outside can be a butterfly. I need to think deeper and leverage to come out with something good. Exploit aspects of hybrid and what can portray that. Although not all sketches are impactful and good, but the sketches were nice.
Feedback
Week 1 & 2
General feedback: Create elegant designs. Come out with ideas of designers that are multi-disciplinary.
Individual feedback: Make it more relevant to the tagline. Relating it to the discipline. Lack connection. Making it different doesn't make it hybrid. Must include visual, tagline and logo.
My sketches were visually interesting but not memorable. One of it was interesting, it works but not sure if its relatable to the target audience. One of it might have copyright issues so to avoid that, I can combine or create a new character for it. Instead of using types of personalities, one of my classmate suggested to use tarot cards. Lastly, the sketch with the pie chart may not have to look like a traditional pie chart. Choose things that is unexpected and see if it relates.
Week 4
One of the sketches can be explored further. Can be done in a way for example, within the square is everything normal but outside the square are things that are different. The inside can be a caterpillar and the outside can be a butterfly. I need to think deeper and leverage to come out with something good. Exploit aspects of hybrid and what can portray that. Although not all sketches are impactful and good, but the sketches were nice.
Week 5
One of the sketches can be explored further. Can be done in a way for example, within the square is everything normal but outside the square are things that are different. The inside can be a catepillar and the outside can be a butterfly. I need to think deeper and leverage to come out with something good. Exploit aspects of hybrid and what can portray that. Although not all sketches are impactful and good, but the sketches were nice.
Week 6
The box with origami flying out can be replaced with tissue and the drawings should be more like the previous one because its not as interesting as last weeks' sketch. Come up with a strong tagline to support it. The one using superhero characters might have copyright issues but the idea is creative. Maybe the characters can be modified to not look directly like the original characters but yet able to give people the idea of which character is it. For example, using silhouettes of the character or use the most recognisable item or clothing they wear, like superman's cape. This will not have copyright issues and also able to give people the idea of which character is it.
Week 8
Please include your forum post under each lecture. Your eportfolio is well organized, good work there.
Reflection
Week 1 & 2
Week 3
Experience
This week's class felt like it was never-ending. However, this week's lecture was much easier to absorb compared to last week's. I also thought having more in-class exercises makes classes more interesting and it sort of gives us a break from the overwhelming information from the lecture. This week, we covered creativity, consumer market and decoding. It's actually a lot to take in in a day so it was really exhausting. After the lecture, we did an open discussion to share our idea sketches as per usual. This week's feedback from my fellow classmates and Mr. Vinod was fairly better than last week's as we understood more about the SMP. While doing the sketches, my idea bank really squeezed to the maximum and I really couldn't come out with better ideas.
Observation
I realized in this week's open discussion on our idea sketches, we as a class, really opened up a lot and everyone was saying something, regardless positive or negative comments. We all start to not only comment but also start throwing ideas and I think this is a very effective way of churning ideas and also helped us widen our perspective on seeing things by viewing from other people's perspective.
Finding
In today's class, we discussed about how developing higher thinking skills is important in advertising. We have a fraction of a second to allow readers to decide to continue reading or not. The strongest hook (insight) is a visually driven one. Mr. Vinod explained "Creativity is madness.", he stated that if we don't stick out of the crowd, then we lack madness, we have to be off the hinge to be creative. I especially loved the statement Mr. Vinod said during lecture today, was that happiness have to be dependent on ourselves. I find I work best and churn ideas when I'm doing or focusing on other work, so for me, sitting down trying to fill in the 10 sketches doesn't work on me because I wouldn't be able to come out with good ideas. So, my ideas come half way through doing other assignments, while I'm eating even when I'm using my phone, scrolling through social medias. Mr. Vinod asked us to google "Science World Advertising Campaign" to understand how a campaign is different from a single ad. A campaign has legs and can be used in different context without changing the message.
Week 8
Findings
From project 2, I learned that there are umpty ways we can execute our ideas. Choice of media have to take into account the target audience which is the most important. Because what's a good ad when your target audience don't see it. There is a lot of details that goes into the choice of media, like time of the day, where, how, season of the year or month. Basically, everything matters and everything of the execution of the ad has a reason. We had to have a rough idea of the execution is going to look like after narrowing down the ideas.
Further reference
Week 7
For Project 1, mention the insights and the big idea and strategy briefly in your introduction. Analysis of data must be included in your conclusion. Some information provided is private and confidential. Therefore, source as anonymous. Opinions are valid but it is not considered a fact so make it known that it's an opinion. Add mini conclusion on each competitors. Lastly, sum up all 3 areas of insight and analyse all conclusion. For the idea sketches exercise, explore more on the icons for the affix/assembling one. Try using legos, puzzle, post-its and colour pencils as legs for the pantone idea. You can try to attempt the superwoman, into a silhouette or an element that can immediately allow viewers to know who is it without showing directly due to copyright issues.
For Project 1, mention the insights and the big idea and strategy briefly in your introduction. Analysis of data must be included in your conclusion. Some information provided is private and confidential. Therefore, source as anonymous. Opinions are valid but it is not considered a fact so make it known that it's an opinion. Add mini conclusion on each competitors. Lastly, sum up all 3 areas of insight and analyse all conclusion. For the idea sketches exercise, explore more on the icons for the affix/assembling one. Try using legos, puzzle, post-its and colour pencils as legs for the pantone idea. You can try to attempt the superwoman, into a silhouette or an element that can immediately allow viewers to know who is it without showing directly due to copyright issues.
Week 8
Please include your forum post under each lecture. Your eportfolio is well organized, good work there.
Reflection
Week 1 & 2
Experience
The first half of the lecture was easy to take in and effective. I observed that during the first half of the lecture, everyone was more responsive compared to the last half of the lecture. This is also because we didn't had class for week 1, therefore we had to continuously go through week 1 and week 2 lecture in a day. The open discussion for the 10 sketches we did was fine for the first because we were a rather small group.
Observation
I realized that requires tons of understanding, research and churning ideas. I struggle a lot and spent lots of time trying to come out with ideas. This module demands quantity and quality and that is the challenge for all of us.
Finding
In the lecture, we learned about learn what is advertising, what is its purpose, who uses it and Bill Bernach's 10 principles in advertising. So, advertising is a tool of marketing and marketing is a tool of business, where advertising seeks to make aware, persuade, communicate or create and image brand for a product, service or organisation, at a price. Mr. Vinod gave us few names to look up in the internet on other designers' work. William Bernbach, who designed the VW Beetle ad campaign that Mr. Vinod posted in the slides. David Oglivy, who is famous for his written advertising book. McCann Erikson, a global advertising agency network and J. Walter Thompson, formerly an advertising agency, but currently a marketing communications company. Simple is difficult. The ultimate goal is to cut through the bullshits, identify a gap and get to the core. If the advertisement does not turn heads, its not good enough. Advertising needs to have personality, it has to jump out of billboards or screens.
Experience
This week's class felt like it was never-ending. However, this week's lecture was much easier to absorb compared to last week's. I also thought having more in-class exercises makes classes more interesting and it sort of gives us a break from the overwhelming information from the lecture. This week, we covered creativity, consumer market and decoding. It's actually a lot to take in in a day so it was really exhausting. After the lecture, we did an open discussion to share our idea sketches as per usual. This week's feedback from my fellow classmates and Mr. Vinod was fairly better than last week's as we understood more about the SMP. While doing the sketches, my idea bank really squeezed to the maximum and I really couldn't come out with better ideas.
Observation
I realized in this week's open discussion on our idea sketches, we as a class, really opened up a lot and everyone was saying something, regardless positive or negative comments. We all start to not only comment but also start throwing ideas and I think this is a very effective way of churning ideas and also helped us widen our perspective on seeing things by viewing from other people's perspective.
Finding
In today's class, we discussed about how developing higher thinking skills is important in advertising. We have a fraction of a second to allow readers to decide to continue reading or not. The strongest hook (insight) is a visually driven one. Mr. Vinod explained "Creativity is madness.", he stated that if we don't stick out of the crowd, then we lack madness, we have to be off the hinge to be creative. I especially loved the statement Mr. Vinod said during lecture today, was that happiness have to be dependent on ourselves. I find I work best and churn ideas when I'm doing or focusing on other work, so for me, sitting down trying to fill in the 10 sketches doesn't work on me because I wouldn't be able to come out with good ideas. So, my ideas come half way through doing other assignments, while I'm eating even when I'm using my phone, scrolling through social medias. Mr. Vinod asked us to google "Science World Advertising Campaign" to understand how a campaign is different from a single ad. A campaign has legs and can be used in different context without changing the message.
Week 7
Experience
In this week's lecture, Vicky and I presented together. Limited time was given to us to read through the slides so we were learning and understanding while presenting. The slides was short but there was a lot of information to understand. After the lecture, Mr. Vinod gave general feedback to us regarding project 1 as many of us had made huge mistakes in. He told us what to correct and how to fix it. Later then, we filter our ideas and narrowing down to 3-4 ideas. We were then asked to produce "legs" for it.
Observation
When presenting with Vicky, I realised that we learn better as a group. Although we needed Mr. Vinod to help in explaining some parts, but we understand better when we have to present it to the class, instead of just writing notes when Mr. Vinod gives a lecture. In project 1, I observed that many of us did not analyse the data and information gathered. Thus, most of us had amendments to do. During the discussion on idea sketches, it fun seeing us as a group, giving ideas to each other because we all have different perspective on things.
Experience
In this week's lecture, Vicky and I presented together. Limited time was given to us to read through the slides so we were learning and understanding while presenting. The slides was short but there was a lot of information to understand. After the lecture, Mr. Vinod gave general feedback to us regarding project 1 as many of us had made huge mistakes in. He told us what to correct and how to fix it. Later then, we filter our ideas and narrowing down to 3-4 ideas. We were then asked to produce "legs" for it.
Observation
When presenting with Vicky, I realised that we learn better as a group. Although we needed Mr. Vinod to help in explaining some parts, but we understand better when we have to present it to the class, instead of just writing notes when Mr. Vinod gives a lecture. In project 1, I observed that many of us did not analyse the data and information gathered. Thus, most of us had amendments to do. During the discussion on idea sketches, it fun seeing us as a group, giving ideas to each other because we all have different perspective on things.
Findings
From project 1, I learned that we were tasked to not only gather information but also analyse the data which most of us did not achieve. Analysing the data proves that we read and understood the data. It also proves that we know what we observed and examined the details, and how we interpret it our own words. For the ideas sketches, everyone has come out with good and creative ideas after so many weeks of sketching. Although many of my ideas were rejected, but the good thing is I find it easier to create "legs" after narrowing down the ideas. There is more focus in expanding the potential ideas.
From project 1, I learned that we were tasked to not only gather information but also analyse the data which most of us did not achieve. Analysing the data proves that we read and understood the data. It also proves that we know what we observed and examined the details, and how we interpret it our own words. For the ideas sketches, everyone has come out with good and creative ideas after so many weeks of sketching. Although many of my ideas were rejected, but the good thing is I find it easier to create "legs" after narrowing down the ideas. There is more focus in expanding the potential ideas.
Week 8
Experience
I was absent this week as I was down with a cough. My classmate informed me that we did not have any lecture this week because Mr. Vinod given them time to finish up project 2. For project 2, we were on our own because there was no information given like project 1. We did our own research and analysing.
Observation
I realised that this project have relatively lesser research and out source to do. Plus, we all chose different medias depending on the ideas we narrowed down. This project went much smoother than project 1, but there was still a lot of reading to do.
I was absent this week as I was down with a cough. My classmate informed me that we did not have any lecture this week because Mr. Vinod given them time to finish up project 2. For project 2, we were on our own because there was no information given like project 1. We did our own research and analysing.
I realised that this project have relatively lesser research and out source to do. Plus, we all chose different medias depending on the ideas we narrowed down. This project went much smoother than project 1, but there was still a lot of reading to do.
Findings
From project 2, I learned that there are umpty ways we can execute our ideas. Choice of media have to take into account the target audience which is the most important. Because what's a good ad when your target audience don't see it. There is a lot of details that goes into the choice of media, like time of the day, where, how, season of the year or month. Basically, everything matters and everything of the execution of the ad has a reason. We had to have a rough idea of the execution is going to look like after narrowing down the ideas.
Further reference
Online reading materials
1) Clever Ad Campaign Invites Viewers To Explore Everyday Science
http://www.neatorama.com/2014/09/18/Clever-Ad-Campaign-Invites-Viewers-To-Explore-Everyday-Science/
2)Cleverds Show That Science Can be Fun
https://www.boredpanda.com/science-world-ads-we-can-explain/
In this book, they talked about formulating a great goal. There are seven basic points in formulating a goal successfully:
Another topic that I find relevant is ideas, we have to switch on all five senses, be curios and explore. The book uses the term "Ping-Pong with ideas" meaning ideas is best practiced with players (in a group). This increases the flow of ideas and criticizing ideas at the same time. Turning negatives into positives. Create ideas by the hundreds and develop a sense of humor. After having a pool of ideas, we can start to play with it because not all good ideas fits in a matchbox, meaning evaluate and select ideas. Lastly, implementing into reality.
2)http://www.neatorama.com/2014/09/18/Clever-Ad-Campaign-Invites-Viewers-To-Explore-Everyday-Science/
2)Cleverds Show That Science Can be Fun
https://www.boredpanda.com/science-world-ads-we-can-explain/
Books read throughout the project.
1)
Creative Advertising
by Mario Pricken
- A goal should always involve a single-minded proposition.
- A goal should have no 'ands'.
- A goal is always a question.
- A goal should be short and snappy.
- A goal should be simple enough for a twelve-year-old to understand it.
- A goal should avoid using jargon or foreign words possible.
- A goal should be formulated in a way that the clients will accept and take forward.
New Techniques for Visual Seduction
by Uwe Stoklossa
From this book, I found a advertising campaign for a design company named TDH by advertising agency named Cathedral The Creative Centre, Madrid. The ad is a visually driven one with a tagline. So in this ad, they used outlines of brands and products that have succeeded in planting their image so firmly in our memories that they can be identified by means of their shape alone. With the tagline to enhance and explain what it means. The SMP for this ad is "The Power Of Design".
Fig 4.1 Page 145
3)
100 Best in Advertising 2011
edited by B. Martin Pedersen
One of the advertising campaign that I found in this book was Scrabble. Ad agency - JWT Chile, Santiago. For client - Scrabble. Page - 140. This advertisement campaign is a visually driven one without taglines. The agency was given a very minimal budget and the client requested to emphasize on the nature of the game itself: form words with random letters. The approach was the challenge to do something very public, as to compensate for the lack of exhibition opportunities, with an idea that was so remarkable that it calls our attention. The big idea was to only use fractionated images to show the essence of the game. This ad has been given a large number of creative awards, while it did not generate significant revenue, it contributed much to the reputation of the brand.
Fig 4.2 Page 140
Fig 4.3 Page 141
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