Yasmin - 0325946 - BIMD AUG 2015

Week 7 (20.02.2017)
Yasmin Kamarudin
0325946
BIMD Sem 3.5
Advertising Principles & Practice
Final Project Submission

Instructions

Final Project & Portfolio 40%

The Brief
Advertising Campaign (Part 2): Art Direction
Duration of Assignment
3 Weeks (Briefing on Week 4)
DEADLINE
Week 6 & 7 (8th Feb 2017)

Description
The student now has the task of developing an Advertising Campaign – a total of 3 ads across different/same media – for the Playsafe Condom Brand, and its Air Ultra Thin product. Utilising the insights researched (Project 1), the ideas developed (Exercises), and the determined media strategy (Project 2), execute a well art directed, crafted, creative advertising campaign that maintains the mood, tone and most importantly conveys the ad message (USP/SMP) consistently throughout the different/same media. Create an advertising campaign that is on message, on target and makes a lasting impact visually and emotionally.

In part 2 of the advertising campaign, the focus is on the students ability to translate the creative idea into concepts that are well art directed and crafted ad. campaign, taking into consideration the target audience, media and the socio-cultural factors.

The brand: Playsafe Condoms
The product: Air Ultra Thin (See figure 1.)
SMP/USP: Extremely thin condom for extra sensitivity
Target Audience: Gen Y.

Requirements
The student must document their progress in their eportfolio and the A4 hardcopy portfolio. The final results must be printed out for the A4 hardcopy portfolio, and the Adobe PDF and JPEGs of the final artworks must be uploaded to your eportfolio. Ensure all aspects of your journey in this process is documented – failures, successes, epiphanies, sketches, visual research, etc.

Submission

All gathered information (failures, successes, epiphanies, sketches, visual research, etc.) documented chronologically in the A4 Clear Sheet folder. The works must be labelled and dated.
All gathered information (failures, successes, epiphanies, sketches, visual research, screen grabs, websites, images, etc.) documented chronologically in the eportfolio cummulatively, for the duration of the project.
A3 print outs of the individual ads from the campaign and simulated print outs of what it would look like in its actual setting.

Objectives

To develop students ability to ideate effectively.
To develop students ability to synthesise knowledge.
To develop students ability to gain and utilise insight for effective advertising
To develop students ability to create and execute an effective ad. message.
To develop students ability to determine a media mix based on analysis.

Final Advertising Campaign
1. Facebook Artwork

1200x628 Pixels

Facebook Simulation

2. Billboard Artwork

2834x5669 Pixels

Billboard Simulation

3. Instagram Artwork

1080x1080 Pixels

Instagram Simulation

Feedback

Labelling and dating was present to a degree with minor discrepancies. Presentation of artwork was adequate, in that the artworks were clean and concise. The application of the idea was good and clear. It displayed good technical skill and imagination. However the size of the logo and name were too small in the mobile add and the placement of the packaging remains an issue layout wise. The visual work was aesthetically good, interesting even.

Reflection

Although, I had a rough start in coming up with the ad campaign. My first two ideas, although in sketch form, it seemed good and workable, after trying it out, I didn't feel it, it didn't show thinness, so it was scratched and I had only a few days to come up with a new one. Thankfully, I did, after looking for inspirations and references of words in my mind map such as thin, transparent and etc. Just like Mr.Vinod said, the answer is always right in front of you, you just need to look at the right places. However, I still have trouble in finding the best layout for the placement of the packaging. Although, there are better ways to arrange, I still liked how my was laid out. Maybe in the future, I'll see this new way of placing the package in an ad, but for now, I'm happy with what I've made. Overall, it was a pleasant experience and I wished we had more time to learn new things from Mr.Vinod.

1. 2. 2017 (Week 5)
Yasmin Kamarudin (0325946)
Advertising Principles and Practice
Project 2 Submission

Instructions
Project 2 (20%)
The Brief

Advertising Campaign (Part 1): Media Mix (or Strategy)

Duration of Assignment
2 Weeks (Briefing on Week 3)

DEADLINE
Week 4 (25 Jan 2017)

Description
The student now has the task of developing an Advertising Campaign – a total of 3 ads across different/same media – for the Playsafe Condom Brand, and its Air Ultra Thin product. Utilising the insights researched (Project 1) and the ideas developed (Exercises), choose the most effective combination for the target audience (consumer) in context of the local market. The most important, is an idea with legs, and one that resonates with the target audience (consumer).

In part 1 of the advertising campaign, the focus is on developing the media mix, which media will be used, where, and when. A media mix is a “combination of advertising channels employed in meeting the promotional objectives of a marketing plan or campaign”. It is the process of analysing and choosing media for an advertising campaign. The types of media can be different/same.

What are the considerations for choosing the media mix? Arens & Schaefer (2005) suggest the 5Ms: Market, Money, Media, Mechanics and Methodology (Please refer to the PowerPoint presentation on Advertising Message & Media Strategy).

The brand: Playsafe Condoms
The product: Air Ultra Thin (See figure 1.)
SMP/USP: Extremely thin condom for extra sensitivity
Target Audience: Gen Y.

Requirements
The student must document the above analysis in their eportfolio and A4 hardcopy portfolio. The results of the analysis must be collated 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. The use of visuals, diagrams, charts, time-lines are highly encouraged.

Submission

All gathered information (printouts, websites, images, charts, etc.) documented chronologically in the A4 Clear Sheet folder. The works must be labelled and dated.
All gathered information (screen grabs, websites, images, charts, etc.) documented chronologically in the eportfolio cummulatively, for the duration of the project.
Powerpoint presentation of final analysis and choice of the media mix with relevant visuals, diagrams, charts, time-lines included, along the lines of the 5Ms. Printed as a hand outs, 6 slides per page and presented.

Objectives

To develop students ability to synthesise knowledge.
To develop students ability to gain and utilise insight for effective advertising
To develop students ability to determine a media mix based on analysis.

Submission

Feedback
The presentation was good. The type of media that will be used was not listed out in the introduction and conclusion. The conclusion for the first section the media was not present. Overall, sufficient data to support the media strategies.

Reflection
There's a lot to consider in picking the right media strategy for this specific target audience since
there is a lot of options to choose from. There were many sources that one could pick and say that it is right, and some source contradict each other and some support and so it was up to me synthesize those information and come up with a conclusion that could support my opinion. I would say that it is definitely harder than the project 1 for me since being indecisive in this process is not an option. But, I'm glad that it is still quite flexible for me to adjust my options.

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