Week 1 - Week 6 Advertising Principles & Practice - Exercises
27/03/2018 - 04/05/2018
Wynne Pankusya (0333258)
Advertising Principles and Practices
Exercises
Lecture Notes
Week 1
27/03/2018
No lecture.
Module was briefed for idea sketches (exercise) and project 1. We are ought to choose the desired brand/product in which their SMP (Single Minded Proposition) or USP (Unique Selling Point) can be identified. We have to develop 10 clear, clean and concise sketches for the exercise and find the insight for project 1. Ideas for the sketches will not be limited. We can be creative as we want. If we can implement 'product proposition (SMP/USP)' with 'something unrelated', it would result a creative idea. Not to mention brainstorming with mind map to help us with idea generation.
30/03/2018
Before we start exploring with advertising, we should know why we are learning advertising. Advertising came from the word Advertere. Ad means toward and Vertere means turn to. Meaning that Advertere means to turn toward or calling attention towards something.
"Advertising is a tool of marketing, marketing is a tool of business"
The meaning is that advertising is supposed to make an aware, to persuade, communicate, or create and image (something you can relate to/ customer perspective) or a brand. Advertising can be used for product, service, organisation, or a person at a price. The American Marketing Association, defines advertising as any paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor.
Principles are basically commonly acceptable practices or fundamental building blocks of discipline. William Bernbach is one of the three founders of the advertising agency Doyle Dane Bernbach or better know as DDB ® (famously known for the memorable VW beetle and Polaroid advertising campaign.
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| Fig 1.1 VW Beetle advertising campaign by DDB® |
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| Fig 1.2 Polaroid advertising campaign by DDB® |
William Bernbach came up with 10 principles which was found to be acceptable in advertising:
1. Go to the essence of the product and state the product's essence (must be tangibly and memorably).
A statement must be created in order to be kept in customers' mind.
2. Make your product an actor
It may difficult to do but it's a provocative way that sells the product and it will be always be remembered.
3. Art and copy must be integrated
Conceived and develop as a unit.
4. Have vitality and personality
Emotionally enriching and extreme.
5. Employ a gimmick
Controversial, but it's a trick or device to grab attention
6. Tell the truth
People will trust you. If you lose it, you'll lose customer. But truth is seen differently by different people which means that we should also understand how the people thinks and understands.
7. Be relevant
Have a relevant advertisement which represent your product.
8. Be simple
Not simple-minded, but single-minded and relatable.
9. Safe Idea can kill you
If it's done before, your competition will be ready for it. Make something you also haven't seen before. Make noise, be loud and brave.
10. Stand out
If you advertisement is not being noticed. Everything is wasted
Forum
30/03/2018
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| Fig 1.3 Questions |
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| Fig 1.4 Answers |
Week 2
06/04/2018
No lecture.
Week 3
10/04/2018
This lecture talks about advertising and marketing. Advertising identify and anticipate customer desire and consists announcements and persuasive messages. Basically, marketing is about buy and trade. Marketing is to create, communicate, delivering, and exchanging offerings. Advertising is a part of marketing and marketing is a part of business.
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| Fig 1.5 Marketing encompasses advertising, market research, media planning, public relations, product pricing, distribution, customer support, sales strategy and community involvement. |
Marketing is the management process through which goods and services move from concept to customer (Business Dictionary, 2015). There are 4 P's of marketing in which their synchronization is needed :
1. Identification, selection, and development of a product
2. Determination of its price
3. Selection of a distribution channel to reach the customer's place
4. Development and implementation of a promotional strategy
Advertising helps marketing to strategize an effective means of communication that reflects or builds the product, service or company's proposition, its values and image. Marketing is about developing a demand for a product and satisfy the customer while advertising used to communicate convincingly to this customer that this should be his/her choice among the range of products available.
13/04/2018
This lecture talks about creative and effective advertising message for a specific target audience. How many second we take time to spend on a print advertisement before moving on ? They need to be able to relate and advertisement must be attracting but still relatable which is hard and more research should be done. Creativity can be validated by other people.
Creativity is the use of imagination or original ideas to create something. Creativity is madness. Being creative is not just an imagination, but turning new and imaginative ideas into reality. Robert E. Franken (1993) wrote three reasons of why people are motivated to be creative :
1. Need for novel, varied, and complex stimulation
2. Need to communicate ideas and values
3. Need to solve problems
I have a friend who says "I create because I can't help myself".
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| Fig 1.6 Example of advertisement with unexpected visuals. |
The main verbal message is called the line or headline. Headline because back in the day these lines used to be positioned on top of the ad, this isn’t the case today. The main visual message is called the visual or the image. Line and visual should express the advertising message and to embrace the meaning further and create greater meaning.
An effective advertising message should understands the customer. The way you can do is to do a market segmentation which means developing products to meet the needs and wants of a particular market segment. Market segmentation consists of:
1. Behaviouristic segmentation : habit patterns (repetitive behaviour)
2. Geographic segmentation : based on location
3. Demographic segmentation : segmentation of age/gender/religion
4. Psychographic segmentation : in personality/character
Effective advertising should be relevant with the audience and needs to be unexpected. Understanding the audience through consumer market segmentation will help you identify and reach them by meaningful by advertising message.
Forum
13/04/2018
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| Fig 1.7 Questions |
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| Fig 1.8 Answers |
Week 4
17/04/2018
The term media refers to traditional way of communication (mass communication; television, radio, magazine, and newspaper. Internet mode of mass communication is what you call New Media. It consists of social media, online news, and games. Media mix is a combination of advertising channels employed in meeting the promotional objectives or a marketing plan/strategy. Which media should be used is based on the media strategy itself considering when, where and how often you want the advertising message to be delivered. The big idea of advertising should intertwined with the type of media (medium).
"The medium is the message" - Marshall McLuhan
Based on this quote, the form of a medium embeds itself in the message, create a symbiotic relationship by which the medium influences on how message is perceived. There are factors of media strategy 'The 5 Ms' that includes market, money, media, mechanics, and methodology. Those are some consideration of delivering advertising message. Advertising message and choice of media can be as creative as you want.
20/04/2018
Advertising in free-market economy is a market based economy where prices for goods and services are set freely by the forces of supply and demand and are allowed to reach their point of equilibrium without intervention by government policy and it typically entails support for highly competitive market and private ownership of productive enterprises. In free-market economy, there's a high possibility of market manipulation.
As a graphic designer, we have to understand everything apart from arts such as business and marketing to understand the data given from the marketing team. We have to defend our artwork in scientific way (design thinking).
Forum
17/04/2018
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| Fig 1.9 Questions |
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| Fig 1.10 Answer and feedback |
20/04/2018
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| Fig 1.11 Question |
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| Fig 1.12 Answer |
Week 5
24/04/2018
There are consideration for advertising design
1. Ideals on strategy
2. Set cooperative action between words and images
3. Determine specific relationships between words and images
4. Check the quality of typography
5. Apply all principles of design
6. A.M.A.T (Arrangement, Movement, Alignments, and Transitions)
7. Ensure clarity of communication
8. Ad units works within the larger campaign
Either line or visual should be the star. A series of ads is Advertising Campaign. They are different as they can stand individually but tied. A good ad should have a story (to make viewers connect and feel the emotion) and visual impact for the viewers. Good ad prioritise essence of the product.
Forum
24/04/2018
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| Fig 1.13 Question |
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| Fig 1.14 Answer |
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| Fig 1.15 Feedback |
Instructions
Idea Sketches
Week 1-2
Before I started my sketches, I did my mind map which was suggested by the lecturer. Since I’m going for The Design School @ Taylor’s University, the USP/SMP is ‘Nurturing the Hybrid Designer of the Future’. Thus, I created branches from the brand and the USP/SMP. I also added illustrations to help me visualise the ideas later.
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| Fig 2.1 Mindmap of 'The Design School @ Taylor's University' and the USP/SMP |
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| Fig 2.2 Sketches |
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| Fig 2.3 Sketches |
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| Fig 2.4 Sketches |
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| Fig 2.5 Sketches |
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| Fig 2.6 Sketches |
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| Fig 2.7 Sketches |
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| Fig 2.8 Sketches |
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| Fig 2.9 Sketches |
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| Fig 2.10 Sketches |
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| Fig 2.11 Sketches |
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| Fig 2.12 Sketches |
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| Fig 2.13 Sketches |
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| Fig 2.14 Sketches |
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| Fig 2.15 Sketches |
After all the idea sketches, one of them that reflects the brand and USP/SMP along with creative idea and legs can be used for the ad campaign.
In-Class Exercise
Mr. Vinod asked us to create a mind map for 'Japanese Speaking Classes'. At the end we have to come out with a logo for the Japanese speaking classes. He differentiate each words and we have to say what are the things that have connection with them. Each of the words should be accompanied with a visual. Thus it would help us with the next step which is to create the logo. Each of the students in class had to make one and we all come up with different combinations based on the mind map. Every ideas counts and this taught us that the more we come up with sketches, it helps us with brainstorming for the final result.
Week 4
In-Class Exercise
Week 1
30/03/2018
On this week, we were learning about mind mapping. Mind map is definitely important especially when we want to create an idea for advertisement. We also need to put visual on every branches we made in mind map which would help in order to visualise them in our artwork.
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| Fig 3.1 Mind mapping exercise left : the mind map, right : the result |
Week 2
06/04/2018
We were given a live exercise to be completed in a day as a group. We have to create an advertisement for The School of Engineering in Taylor's University. The poster is meant to be made in order to hire research assistants for postgraduate degree. We have to take our own photos in the engineering school's lab and create the advertisement for it.
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| Fig 3.2 Compiling ideas (mind map) |
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| Fig 3.2 Headline ideas |
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| Fig 3.3 Photo used for the advertisement after editing |
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| Fig 3.4 First result |
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| Fig 3.5 Final result after feedbacks |
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| Fig 3.6 Final result after feedbacks |
Week 4
17/04/2018
Feedback
It is a group work and we had to create our own advertisement for Scotch Tape based on the USP/SMP. My group decided to play with unexpected visual and sarcasm to make an eye-catching advertisement. Thus we used broken arm for the ads and placed scotch tape onto it to make it looked like that broken arm can be fixed just by scotch tape.
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| Fig 3.7 Final result |
Week 5
21/04/2018
21/04/2018
We had to find a single ad (one hit wonder) and one campaign (at least 3 sample ads). The purpose was to find the SMP, idea, and their strategy behind.
Feedback
Week 1
No feedback was given. Introduction to the module and briefing for idea sketches and project 1. The first exercise was to develop a mindmap together. Lecture consists the basic of advertising and forum about Bernbach's Principles of Advertising.
No feedback was given. Introduction to the module and briefing for idea sketches and project 1. The first exercise was to develop a mindmap together. Lecture consists the basic of advertising and forum about Bernbach's Principles of Advertising.
Week 2
General Feedback : We have to share our own opinion to each others' work. This counts as feedback or else we won't have any feedback and it's bad for our development. Specific Feedback : Though I already get the 'hybrid' of my sketches, some of them need improvement and I have to find more ideas.
Week 3
General Feedback : We have to share our own opinion to each others' work. This counts as feedback or else we won't have any feedback and it's bad for our development. Specific Feedback : Though I already get the 'hybrid' of my sketches, some of them need improvement and I have to find more ideas
Week 4
General Feedback : We have to mention the reference (citation) if we used someone’s diagram or surveys and we must understand that this is crucial for every research methodology. It’s not enough to just put reference on the back of the slides. Analysis is what we've taken from the research and conclusion is what we're going to do.
Specific Feedback : (in -class exercise) If we want to create a sarcastic ads, the caption should be a sarcasm too or people will end up believing in it though sometimes it doesn’t make sense (sketches) some sketches is interesting and have legs but need more relevant ideas with the design school even though it matches the ‘hybrid’ idea (Project 1) More elaborated introduction with the big idea, missing citation, missing final analysis before conclusion
Week 5
General Feedback : There are some example of previous successful and unique advertisements which can be taken as an inspiration on how we supposed to make the ads.
Specific Feedback: (sketches) Some of the visuals is the contrary of hybrid which is not a best match for the USP/SMP. More development can be done based on the sketches.
Week 6
Specific Feedback: (Sketches) : Most of the chosen sketches are too safe. But there is still one that can be used and developed. And now it's up to me how I wanted it too look like either with illustration or photographs and digitalise it.
Reflection
Experience : At first, finding ideas was easy and I can create so much since new things. But as the time went by, I was stuck and I felt that have no more interesting ideas. I always compared myself with others' good ideas and I ended up not putting effort on my work as I believe that I'm not good enough. However I still managed to gain more ideas along with potential ideas pointed by the others.
Observation : The more I'm not exploring, I'll keep repeating the same ideas over and over again. This is why I have to be open with feedbacks and find inspirations around me and surprisingly it really helped me.
Findings : Put any ideas that you can think of on the paper. Who knows that it actually works and can be developed. Feedbacks also help us. Some people can think about more interesting ways to showcase you idea. It is very helpful and we don't need to be afraid that they feel we're using their ideas because we are the one who made the idea that inspired them to help us.
Book of the week
Week 1 - Week 2
Sorrentino, Miriam, 2013, Creative Advertising: An Introduction, Laurence King Publishing Ltd, London.
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Fig 5.1 Book Cover
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| Fig 5.2 Pages about Social Advertising |
Advertising wasn't just about promoting a product back then in 1910s in England. A social advertising with political aim was used and it is known as propaganda. Propaganda seeks to change people's views on particular issues in order to facilitate political change. But propaganda was mainly done by governments from individual designers and illustrators.
From time to time propaganda was used from different countries. This was advertising but the product was an ideology and the leader a symbol of that ideology. The visual look of these ads has been referenced on many occasions since.
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| Fig 5.3 Armando Testa of Milan, Italy uses the symbolism of Socialist revolutionary propaganda in this press campaign for Meltin'Pot clothing. It shows that even propaganda has inspired a lot of advertisement works. |
Week 3
Sorrentino, Miriam, 2013, Creative Advertising: An Introduction, Laurence King Publishing Ltd, London.
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| Fig 5.3 Pages about the emergence of creatives |
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| Fig 5.4 Pages about the emergence of creatives |
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| Fig 5.5 Pages about the emergence of creatives |
During the World War II, product-based advertising was still formulaic and conservative. It would be charged dramatically by the meeting of two creatives in the American agency William H Weintraub. And graphic designer Paul Rand and copywriter Bill Bernbach worked together on brochure 'Mechanized Mules of Victory' for the AutoCar company of Ardmore, Pennsylvania. The visual and creativity were strong.
Rand was inspired by a lot of fun and playful movements of modernist movements. After Bill Bernbach left William H, he co-founded Doyle Dane Bernbach in 1949. DDB's style marked the step change for advertising with adverts for Volkswagen 'Think Small' (which is mentioned in previous lecture). The sense of humor made that advertisement even better.
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| 5.5 Think Small. advertisement by DDB |
Week 4 - Week 5
Bhaskar Halve, Anand, 2005, Planning for Power Advertising, Unipress Publishing Ltd, Malaysia.
Bhaskar Halve, Anand, 2005, Planning for Power Advertising, Unipress Publishing Ltd, Malaysia.
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| Fig 4.1 Cover |
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| Fig 4.2 The Challenge of Building strong brand |
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| Fig 4.3 Colgate Advertisement in India |
Advertising functions as a power to build strong brands. The way of doing it is by remaining consumer-focused. Strong brand is not something that is ‘built’ once but it’s about building it and continuously work at to maintain. From the table, we can see that the product Colgate remained on top of the ranking of India’s top brands.
The story of the advertisement can be related to little girl in India who is afraid of dentists and she won’t smile no matter what. Kids can relate to this, even the adults. And then when Colgate appeared, she smiled as her fear disappeared. The ad became popular and how Colgate remained good with their advertising made them successful as a brand.
Week 6
Gavin and Michael, 2006, Guerrilla Advertising, Laurence King Publishing Ltd, United Kingdom.
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| Fig 4.4 Book cover |
Guerrilla Advertising is an unconventional way of advertising but shows the best international examples of the varied and inventive tactics that are being used today by brands, non-profit organisations and individuals to promote themselves, their ideas and their product. As we can see that television, billboard and press advertisements are expensive to implement and mostly they have become background noise in the life of today’s customer. Jay Conrad Levinson who built the term ‘guerrilla marketing’ said that it is more about matching wits than matching budgets.
Different kinds of guerrilla advertising campaign are Street Propaganda, Site-Specific Media, Sneaky Manoeuvres, Stunts and Multi-Fronted Attack. Street propaganda is basically advertisements that lay around the streets. You might think people barely sees it but with innovative ideas, street propaganda might be the actual way of advertising where people would take time to stop and look at it. One of the interesting ad that I see is this ‘Try K2R’ for K2R stain remover product.
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| Fig 4.5 Pages about K2R guerrilla campaign |
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| Fig 4.6 The campaign |
This is a simple guerrilla campaign for K2R stain remover from France. They created white clothes-shaped outlines on a street that have stain on it. Made it look like as if that street stain can actually be gone by the product. Though it’s simple, it’s eye-catching even with the simple ‘Try K2R’ slogan.
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| Fig 4.7 Similar street propaganda from Singapore Cancer Society |
Different kind of campaign had been made to reduce the amount of smokers and cancer awareness. This is a Smoke Box campaign from Singapore Cancer Society. To remind people the deadly effects of smoking habit they create coffin-shaped yellow boxes where painted all over the city for smoking ‘area’. Simple but poignant.
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