Advertising Week 2

06.09.2016 (Week 2)

David Ho Ming Aun (0328394)

Advertising Principles and Practice

Advertising and Marketing, Decoding

Lecture: Advertising and Marketing

The lecturer began with stating the origins of the word marketing, then subsequently provided a simplified model of a marketplace on a small scale. We were also brought through on how advertising was a small part of the large marketing process. The lecturer also explained how some big agencies tend to outsource their advertising work. The four P's of marketing were also mentioned and it was explained how advertising only concerns itself with only the last point — to develop and implement promotional strategies. The lecturer went on to show us this quote from Theodore C. Lewitt which in summary claims that marketing focuses on the values in an exchange and is an "integrated effort to discover, create, arouse and satisfy customers' needs." He was, however, quick to state his disagreement with Lewitt on satisfying the customers' needs, as he sees it more as wants.

Outcomes from the lecture:

• Origins of the word 'marketing'
• A clearer distinction between advertising and marketing
• The very large scope and task of marketing
• Marketing serves to create a demand for a product a consumer may/may not need

Class Exercise: Decoding
In this exercise, we were told to work in pairs to find one advertisement and identify it's:

1. Proposition (USP/SMP)
2. Creative Idea (Ad Message)
3. Strategy
4. Elements

Figure 1: Stella's The Bite of Coffee ad

Sudar and I chose this particular advertisement from a company called Stella, an Italian company which sells coffee-making metalware. The visuals are attention-arresting and lets viewers vicariously feel the sting of the scorpion. Upon closer examination the viewers would notice that the scorpion is really not a scorpion at all, but coffee beans.

We identified it's proposition as its products are able to make really good coffee. The headline used for this ad is "Coffee that bites," correlating to the sharp bitterness of freshly brewed coffee. The message is that the coffee made by Stella products is truly authentic and hence retaining the distinct smell or taste of coffee in it's purest form, 'biting' into the consumers' senses. The strategy was to use a shocking visual to create a lasting image in the consumers' minds. 

The lecturer and class however, were not convinced as to why they would use such a visual and propose such a headline for a company that does not even sell the coffee beans, but the metalware. Upon closer consideration, I too am a bit uncertain myself. Nonetheless, this exercise has allowed productive discussion among the class, and I am glad for that.

Subsequently, the lecturer then demonstrated a technique of doing a mind map to help our ideation process. He started off with keywords in the center of the board, and then drew small sketches of the things that come to our minds when we read the keyword. With the numerous small sketches, it is easier to see the correlation between the visual elements and hopefully make the ideation process smoother. It's neat and logical. 

Instructions

Project 1: Individual work (15%)

The Brief

Insight. (PlaySafe Condoms)

Duration of Assignment

4 Weeks (Briefing on Week 2)

Deadline

Week 6 (2 May 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

SMP/USP: Extremely thin condom for extra sensitivity

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.

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 to 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 do they do? What do they feel? What do they think?

It's good to know what people always do (Behaviour), that’s knowledge. But it's 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 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: Brand and Product Insight

Secondary Research

I performed a SWOT Analysis on the product, based on the example provided within the instructions above.

Parent Company	O&C Resources Berhad (formerly known as Takaso Resources Berhad)
Category	Personal Care Brands - Health
Sector	Fast-moving consumer goods
USP	Extremely thin for extra sensitivity
Strengths	Pioneer brand of condoms in Malaysia Multiple certifications such as SIRIM, ISO 9001. Relatively large variety Attractive packaging (Malaysia Good Design award 2007)
Weaknesses	Hard to find in Selangor Poor marketing Outdated details and poor website navigation
Opportunities	Prevalence of Zika virus may cause people to be more aware of using condoms Gen Y receiving better sex education through the internet
Threats	Condoms and contraceptives are considered quite “taboo” in Malaysia Other contraceptive methods Government restrictions on advertising*
Competition	Durex Okamoto 520 Brand

*In which referring to the general restrictions in advertising as imused by the relevant government department under the home ministry.


Primary Research

Our class shared the cost and manage to obtain a pack of ten Playsafe Air Ultra Thin Condoms. Here are some pictures that we took upon unboxing the product.

Figure 2: The front and back of the ten-pack packaging

Some of the classmates commented on how the colours reminded them of a watermelon, whereas the swirls on the individual packaging reminded some of a cucumber.  

Figure 3: Opening of the packaging through the back flaps

To access the product, one must open the two flaps located at the back of the packaging. The flaps were easy to open and provided no hassle. 

Figure 4: Front of the individual product packet.

The individual packets felt very nice to hold as they felt solid, in contrast to other brands who only utilise a soft plastic wrapper.

Figure 5: Instructions and disclaimer card included within the pack

Sandwiched between a pair of individual packets was a card containing instructions to put the condom on (not pictured) and some important information. 

Figure 6: Back of the individual product packet stating expiry date and code

Figure 5 shows a better view of the hard plastic backing. It is similar to those disposable dipping sauce containers. Note the small flap on the top right of the hard plastic backing to allow easy opening.

Figure 7: Opening of the individual packets.

Figure 8: Actual product

We noticed that the product was indeed quite thin. In the same shipment the company had included an extra condom packet from the competitor brand 520. We opened that up and did a comparison between the two products. The comparison will be elaborated in greater detail in a separate blog post.


Rough Sketches:

This week I began with doing more mind maps to help with the ideation process. I explored ideas and concepts related to the concept of a thin condom.

Figure 9: Week 2 Rough Sketches (1/6)

I briefly explored the idea of using video games or pop culture to appeal to the target audience, Gen Y. However nothing productive came out of it yet, but I will revisit the concept in the following week.

Figure 10: Week 2 Rough Sketches (2/6)

From here I begin to do rough sketches to convey my thoughts visually, acting as a foundation to the idea sketches. 

Figure 11: Week 2 Rough Sketches (3/6)

Figure 12: Week 2 Rough Sketches (4/6)

Figure 13: Week 2 Rough Sketches (5/6)

Figure 14: Week 2 Rough Sketches (6/6)

Idea Sketches:

Figure 15: Week 2 Idea Sketches (1/3)

Figure 16: Week 2 Idea Sketches (2/3)

Figure 17: Week 2 Idea Sketches (3/3)

Forum:

Question

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

My Answer

In a Communist system, the ideal end-goal is for everyone to have common ownership of resources and to establish a world devoid of class segregations and monetary systems, where government will no longer be required. This common ownership will be enforced under the regulation of the government who will allocate the resources to the people.

This regulation makes it pointless for productions to perform any form of marketing targetted towards the general public as they do not have any purchasing power or luxury of choice — that belongs only to the governing body. Unable to employ any forms of self-promotion, I believe marketing would not function well or perhaps even not be required in a communist system.

Feedback:

Specific feedback

(in response to my weekly sketches)

The lecturer thought that the first two sketches were moving away from the simple geometric shapes that I had back in Week One, to which he thinks is not a suitable move. The play with thin lines and words has potential, but again, the lecturer mentioned the need for it to have "legs". Some ideas seemed to pique interest among classmates and lecturer, such as the use of a chat bubble to help in the portrayal of thinness and condoms. However, the massage stones did not illicit as positive a response as I would have hoped.

(in response to this blog post)

You forgot to put the link to Project 1, which is on-going. In your SWOT under threats, you stated, ”Government restriction on advertising“, do you mean restriction on condom ads or general restrictions in advertising as espoused by the relevant government department under the home ministry? Lovely mind-maps David. I appreciate the calligraphy :) The sketches were communicable, but a cracking idea isn't apparent just yet. Good observation on the slower ability in generating idea sketches, it suggest, you are going deeper in your thinking process.

**changes have been made to rectify the issues higlighted.

General feedback

(in response to our forum posts)

The lecturer accepted our general idea that marketing cannot exist in a communist system, and also a minority view that believed that marketing could exist for the purpose of international trade. However, he also brought to our attention that propaganda is, in fact, also a form of marketing in which it is not a product that was being sold, but an idea.

Reflection:

Experience

This week felt more dynamic and interesting. I felt that the communal discussion of our sketches was very good for all of us as a whole, as we can learn from both our own and others' mistakes. I enjoyed the lecture on decoding and the in-class activity.

Observation

I found that the class is reserved even during the group discussion on the sketches, which tends to defeat the purpose of a discussion session. The lecturer tends to get distracted easily, but some of his detours lead to very interesting topics. I notice I struggle with attention, as the classes are both late in the day. The ten idea sketches were significantly slower to conceive this time.

Findings

I found that by relaxing and taking naps (when possible) my mind feels fresher, therefore allowing me to make new ideas. It also helps to keep internet connectivity to a minimum as I get distracted easily. Bouncing ideas off a friend helped as well.

Book of the Week:

Figure 18: Week 2 Book of the Week

Advertising Basics! A Resource Guide for Beginners by J. V. Vilanilam and A. K. Varghese

This book tries to provide a comprehensive guide to all aspects in advertising. Written by Indian authors, perspectives of the advertising scene within India were generous and intriguing. The book begins by outlining the history of the advertising world as a whole and within India, before taking readers into the workings of an advertising agency, providing a clearer idea of the job scopes involved. Towards the middle of the book it explains the techniques utilised in copywriting for different mediums, and finally capping off with preparations for the future that will embrace internet advertising (it is important to note that this book was written in 2004).

I found that the informal tone applied to some sections were strange but it was nonetheless clear and helpful. The design of the book is mildly inconsistent and old-fashioned. 

Throughout the book there were some memorable points that struck me the most, which I will list down below in point form. 

• Cultural relevance in advertising is important. What may work in a European environment may not work in another. 
• If you want to make people read, begin with a why. 
• Think like a creative, talk like an accountant (to clients) 
• In baiting a mousetrap with cheese, always leave room for the mouse. 
• Advertising that tells you nothing, sells you nothing. 
• When writing a body copy, talk to a person, real or imaginary. If it sounds strange when you say it out, don't use it. 

An interesting slogan that was quoted in the book was "When You're Only Number Two; You Try Harder. Or Else." by car rental brand Avis that really stuck in my mind. How did they manage to sound superior than other brands despite stating clearly that they're not number one? There is some interesting dynamics involved in that slogan that truly sticks to the mind. 

Picture Credits

Figure 1 — Stella's The Bite of Coffee Ad
Stella Advert. Retrieved from https://img.buzzfeed.com/buzzfeed-static/static/enhanced/webdr05/2013/6/15/9/enhanced-buzz-wide-3179-1371303153-11.jpg

Figure 2 ~ 18
Personal documentation

Link to Exercise