Advertising Principles and Practices : Project 1 - Insights
26/03/2018 - 13/04/2018 (Week 1 - Week 3)
Tiffany Kezia Joe [0333043]
Advertising Principles and Practices
Project 1 : Insights
LECTURE
Week 1
Briefing - Week 1 (27/03/2018)
2. Marketing might or might not be evil. It could be evil when it successfully convince you to buy something unnecessary, or when the actual products they sell don't look the same as they advertised. However, marketing is helpful when it comes to promoting something in order to make it well-known to the consumers.
Brand and Service Insights
Degrees: 18-19 years old
b. What is the demographics of students who enrol in TDS?
Malaysians: 80%
International students: 20%
Mostly girls across all programmes
Tiffany Kezia Joe [0333043]
Advertising Principles and Practices
Project 1 : Insights
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| Image 0. cover |
LECTURE
Week 1
Briefing - Week 1 (27/03/2018)
Didn't come to class since I was sick.
Lecture 1 - Week 1 (30/03/2018)
Answers:
1. Yes of course, advertising is still relevant today because it is one of the way to approach to the audience. Through advertising, the brand/product will gain attention and persuade public to experience it.
2. Three principles I felt strongly,
Communicating the value of your product or service is a key aspect of marketing. Marketing is “the management process through which goods and services move from concept to the customer.” (Business Dictionary, 2015)
It requires the synchronization of four elements called the 4 P's of marketing:
Lecture 3 - Week 3 (13/04/2018)
Mr. Vinod started the lecture by asking us 2 questions, "Why are you learning about advertising?" and "What is it?". Each of the students had different opinion of what advertising is. As for me, we learn advertising to promote the products while showcasing our design. The word advertising itself is derived from Latin word Advertere. Ad means toward and vertere means turn to. Hence Advertere means to turn forward. Essentially you're calling attention to 'something'.
Forum Questions
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| Image 1. Forum questions about Bernbach's Principles |
Answers:
2. Three principles I felt strongly,
- Tell the truth, if the customer/client don't get the trust and feel betrayed, most likely they will not be convinced to come/use the brand/product again.
- Be relevant, something nonsense and irrelevant will not leave good impression to the audience.
- Be simple, the advertisement shouldn't be too complicated to understand or else the audience will not get the point.
Week 2
No lecture
Week 3
Lecture 2 - Week 3 (10/04/2018)
This week's lecture is about Advertising & Marketing. The word 'Marketing' is derived from Latin words, 'Mercari' and 'Mercarus', which means "buy or trade". American Marketing Association describes that marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. Based on Entrepreneur's definition, marketing is a form of communication
between you and your customers with the goal
of selling your product or service to them.Communicating the value of your product or service is a key aspect of marketing. Marketing is “the management process through which goods and services move from concept to the customer.” (Business Dictionary, 2015)
It requires the synchronization of four elements called the 4 P's of marketing:
- identification, selection and development of a product,
- determination of its price,
- selection of a distribution channel to reach the customer's place,
- development and implementation of a promotional strategy
Therefore, advertising is also branding. Mr. Vinod gave us example based on our in-class challenge, which is creating poster for Taylor's School of Engineering. The use of color scheme and particular font in the poster itself is to maintain the identity of Taylor's University.
In conclusion, marketing is about developing
a demand for a product and fulfilling the
customer's needs while advertising seeks to
communicate convincingly to this customer that
this should be his/her choice among the range
of products available.
Forum Questions
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| Image 1. Forum questions about Creativity and Marketing |
Answers:
1. Creativity for me is transforming our own imagination and/or existing idea into something new and original.2. Marketing might or might not be evil. It could be evil when it successfully convince you to buy something unnecessary, or when the actual products they sell don't look the same as they advertised. However, marketing is helpful when it comes to promoting something in order to make it well-known to the consumers.
PROJECT 1
Primary Research
1. Interview with Ernesto Carlos Pujazon Patron (Deputy Dean, The Design School)
a. Who is the target audience of TDS?
Foundation: SPM-leavers (17-19 years old)Degrees: 18-19 years old
b. What is the demographics of students who enrol in TDS?
Malaysians: 80%
International students: 20%
Mostly girls across all programmes
c. How do you reach your target audience?
Through the marketing department. Internationally, the marketing department works with agencies who promote TDS and help recruit students. Locally, there are regional marketing departments that target different regions of Malaysia, for example the southern region which includes Johor.
d. Who do you think is TDS’ main competitor?
It depends on the programme. For Interior Architecture, UCSI is quite strong. As for Graphic Design or Multimedia, I think it is First City UC (KBU). I don’t consider The One Academy as our main competitor because they target a different market. They mainly target the Chinese market, but other schools like Limkokwing and First City target a more diverse market that consists of locals and international students like TDS.
e. What makes TDS stand out from the competitors?
From a design school point of view, it is our students’ works- the way the work is done and developed. From a marketing point of view, Taylor’s University has a very nice campus and facilities. We also have special departments that handle counselling and student activities.
f. As a designer, how do you feel about the TDS advertisements?
The ones on the billboards are horrible. They’re not what I would notice. So far, the TDS ads are very boring, typical and standard.
g. How can they be improved?
Billboards have to be attractive in terms of design and must communicate the product well.
h. Are there any external factors affecting TDS that are beyond our control?
One of them is the price. It’s not really a negative point, but it’s something we need to consider because parents are quite cautious in spending money on education. We also have to consider the economic situation nowadays.
i. What motivates TDS to strive further?
The students’ creativity. For us, it’s very important to push them to the limits and see how they perform in order to make them strong. It’s also important to work with the community and encourage them to communicate with the community. Ultimately, it is to prepare the students to reach their own ambitions and future.
FEEDBACK
Week 2
We presented our sketches to our classmates and shared our opinion on each other's sketches. Most of my sketches don't really show on the hybrid side because I was more focused towards the nurturing part. Mr. Vinod mentioned that my idea sketches could be used but it doesn't have any legs and to draw more sketches.
REFLECTION
Through the marketing department. Internationally, the marketing department works with agencies who promote TDS and help recruit students. Locally, there are regional marketing departments that target different regions of Malaysia, for example the southern region which includes Johor.
d. Who do you think is TDS’ main competitor?
It depends on the programme. For Interior Architecture, UCSI is quite strong. As for Graphic Design or Multimedia, I think it is First City UC (KBU). I don’t consider The One Academy as our main competitor because they target a different market. They mainly target the Chinese market, but other schools like Limkokwing and First City target a more diverse market that consists of locals and international students like TDS.
e. What makes TDS stand out from the competitors?
From a design school point of view, it is our students’ works- the way the work is done and developed. From a marketing point of view, Taylor’s University has a very nice campus and facilities. We also have special departments that handle counselling and student activities.
f. As a designer, how do you feel about the TDS advertisements?
The ones on the billboards are horrible. They’re not what I would notice. So far, the TDS ads are very boring, typical and standard.
g. How can they be improved?
Billboards have to be attractive in terms of design and must communicate the product well.
h. Are there any external factors affecting TDS that are beyond our control?
One of them is the price. It’s not really a negative point, but it’s something we need to consider because parents are quite cautious in spending money on education. We also have to consider the economic situation nowadays.
i. What motivates TDS to strive further?
The students’ creativity. For us, it’s very important to push them to the limits and see how they perform in order to make them strong. It’s also important to work with the community and encourage them to communicate with the community. Ultimately, it is to prepare the students to reach their own ambitions and future.
2. PowerPoint presentation about TDS Brand Essence, SWOT, and Competitor Analysis given by Melody Khoo from the TDS Marketing Department
Programmes:
Foundation
- Foundation in Design (1 year) - Fundamental understanding of the various fields in Design
- Foundation in Arts (1 year)
Diploma
- Diploma in Interior Design (3 years)
Degree
- Bachelor of Arts (Hons) Interior Architecture (3.5 years) - Fully accredited by LAM.
- Bachelor of Design (Hons) in Creative Media (3 years) - Previously was divided into Bachelor in Graphic Communication Design and Bachelor in Interactive Multimedia Design.
Programmes:
- Foundation in Design (1 year) - Fundamental understanding of the various fields in Design
- Foundation in Arts (1 year)
Diploma
- Diploma in Interior Design (3 years)
Degree
- Bachelor of Arts (Hons) Interior Architecture (3.5 years) - Fully accredited by LAM.
- Bachelor of Design (Hons) in Creative Media (3 years) - Previously was divided into Bachelor in Graphic Communication Design and Bachelor in Interactive Multimedia Design.
FEEDBACK
Week 2
We presented our sketches to our classmates and shared our opinion on each other's sketches. Most of my sketches don't really show on the hybrid side because I was more focused towards the nurturing part. Mr. Vinod mentioned that my idea sketches could be used but it doesn't have any legs and to draw more sketches.
Week 3
I attempted to make several sketches which focused on hybrid by combining 2 objects together. My classmate mentioned that idea of one of my sketches was good and Mr. Vinod also added that the sketch wasn't clear enough to convey the message.
REFLECTION
Experience:
I feel that I was a bit lost because I was absent in the first week.
I feel that I was a bit lost because I was absent in the first week.
Observation:
Finding:
Finding:
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