ADVERTISING: Week 04
19th April 2016 (Week 4)
Gabriella Godeliva Adytanthio (0324170)
Advertising Principles & Practice
Advertising Practice in Support of Marketing/Publicity/DiGi x Bersih
We were then reminded that marketing works differently depending on its field of play. A country with a capitalist system is one of the fields. In a capitalist system where the economy is free market economy, the price of a product is determined by the fluctuation of demand and not controlled by the government, hence its name. Or, more accurately, each country has different levels of government control.
The price is determined by the fluctuation of demand—the quantity of a good demanded falls as the price rises, and vice versa. This is the law of demand. Companies discovered and exploited a loophole in this theory. In order to make much more profit, they hoard a product so much that there is a deficit of supply, but the demands are still there. Since the rarer the product the higher the price, by doing so they have created an artificial price increase. Once that is achieved, all they have to do is to sell the product that they hoarded while the price is high, resulting in a huge amount of profit.
Aware of this fact, a lot of company hires journalists or the media to do something called advertorial: it is the act of disguising an advertisement as an article—it looks like an article but it is actually an ad! Advertorials are the bridge between publicity and advertising, but this arises the issue of bribery (in a black-white perspective).
We did an in-class exercise-slash-challenge after discussing this topic.
Outcomes of the lecture I understood:
I read the part of the book that talks about copywriting in advertising—I figure it will help me in one way or another, since I'm doing twisted headlines for the condom advertisement. I'll summarize what I've learnt from the book in bullet points:
Vilanilam, J. and Varghese, A. (2004). Advertising basics!. New Delhi: Response Books.
Gabriella Godeliva Adytanthio (0324170)
Advertising Principles & Practice
Advertising Practice in Support of Marketing/Publicity/DiGi x Bersih
Lecture
Advertising Practice in Support of Marketing
Our lecturer started the class by giving us some general feedback regarding project 2 and briefing us on our submission and hardcopy portfolio. After that, we began the class by re-reading the definitions of both marketing and advertising to ensure that all of us are on the same metaphorical page of understanding. We also reviewed back the diagram showing the hierarchy—marketing is a branch of business and advertising is a branch of marketing.
We were then reminded that marketing works differently depending on its field of play. A country with a capitalist system is one of the fields. In a capitalist system where the economy is free market economy, the price of a product is determined by the fluctuation of demand and not controlled by the government, hence its name. Or, more accurately, each country has different levels of government control.
However, this kind of economy has its flaws, one of them being the possibility of market monopoly.
The price is determined by the fluctuation of demand—the quantity of a good demanded falls as the price rises, and vice versa. This is the law of demand. Companies discovered and exploited a loophole in this theory. In order to make much more profit, they hoard a product so much that there is a deficit of supply, but the demands are still there. Since the rarer the product the higher the price, by doing so they have created an artificial price increase. Once that is achieved, all they have to do is to sell the product that they hoarded while the price is high, resulting in a huge amount of profit.
We then conducted a small in-class exercise about product differentiation, market segmentation, and positioning. We learnt what they are in general and we learnt the differences between positioning and product differentiation.
After the in-class exercise, we learnt about the life cycle of a product, and what happens in each phase.
Outcomes of the lecture I understood:
- Review of the previous lectures
- The free market economy loophole and how companies exploit it
- Product differentiation, market segmentation, positioning
- A product's life cycle and how advertising should be adjusted according to each phase
- Introduction — pull strategy/push strategy, do all the necessary advertising, be aggressive, encourage retailers to stock/sell the product.
- Growth — maximize market share early, word of mouth, reminding customers of the product. This is where the first profits are reaped.
- Maturity — fight for market share, profits decline.
- Decline — minimize time and effort to maintain market, not revitalizing anymore, may cease production or buy back product.
- The 4Ps and 5Ms:
- Product, Place, Price, Promotion
- Market, Money, Media, Methodology
- Understand audience - Planning process - Creative process - Reaching audience - Integrated marketing communication
Publicity and Advertising
After the Tuesday lecture we were given a question to answer in the TIMeS forum:
This question is what we based our discussions on during the Friday class. The problem advertising is facing is that there is a trust deficit: consumers have been tricked and cheated on for countless times before that they become skeptical, and now they've learnt not to trust ads anymore. However, they trust publicity more because it is somehow more believable when somebody explains it to you compared to someone who advertises it.
We have come to understand that advertising is a paid form of communication and persuasion. If publicity is free form of communication and persuasion, wouldn't it make sense for marketing to use a free tool like publicity to communicate and persuade rather than advertising?
Aware of this fact, a lot of company hires journalists or the media to do something called advertorial: it is the act of disguising an advertisement as an article—it looks like an article but it is actually an ad! Advertorials are the bridge between publicity and advertising, but this arises the issue of bribery (in a black-white perspective).
We did an in-class exercise-slash-challenge after discussing this topic.
Outcomes of the lecture I understood:
- The differences of publicity and advertising
- Amount of trust
- Money
- Control
- Publicity sometimes complement advertising
- What advertorials are and who write them
- PR companies are the domain of publicity
Instructions
(In class exercise)
Product Differentiation, Market Segmentation, and Positioning
We were instructed by our lecturer to look for general definitions of product differentiation, market segmentation, and positioning. It is also advisable to look for examples for each of them. We were divided into groups of three to do this exercise. Below is the result of our exercise:
- Product differentiation — differentiate the product by price, quality, benefits, style, etc. It involves the physical properties of the product. It uses communication methods: brand names, logos, packaging, and labeling falls in this category.
- Market segmentation — division of market into smaller groups.
- Positioning — giving the product a distinct position in the market and most importantly the mind. It is the personality and perception in the consumer's mind of the product that is a result of product differentiation. It is usually expressed in the form of a cross-hair graph.
(In class exercise)
DiGi x Bersih
On Friday, after the lecture we were presented with a challenge that also serves as an exercise. We were given a picture of the Bersih 4 Rally, which is a protest that strives to achieve a clean government in response to a corruption scandal that involves the prime minister and RM 2.6 billion. Here is the extract of the instructions we were given through TIMeS:
An online news photographer was tasked to capture images of the mass demonstration known as BERSIH, which champions clean and fair elections. The movements signature color is yellow. In one of the images posted online, a massive number of protestor is seen nearby a Digi Telecommunications retail outlet. Seeing that the color yellow also happens to be corporate brand identity color for Digi, the opportunistic marketing team at Digi has decided to leverage this scene to their benefit.
Your task is to come up with a slew of twisted headlines for the image attached.
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| Figure 1 — Bersih 4 Rally |
For this task, we were assigned into groups. I was paired with Velisa. Apparently, in attempt to motivate us, Mr. Vinod would give a reward for the group who produces the best headlines. The prizes were several coupons for Nando's and Mines. We had until 11.30 to do the work. Here are some of the best ones we came up with:
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| Figure 2 — DiGi x Bersih 1 |
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| Figure 3 — DiGi x Bersih 2 |
Research
Secondary research
Based on the previous week's research, it is clear that Durex is the main competitor in the condom industry. Why?
- Durex is way more accessible
When my classmates and I separately looked for Playsafe in convenience stores and pharmacies, the shelves were dominated instead by Durex with its wide range of condoms. Playsafe also has its place in the shelves, but there were very little of them and we couldn't find the specific product that we wanted. We resorted to buying it online at the end of the day. - Durex has more recognition
It's been around supplying condoms for 80 long years, and it is now the largest latex condom supplier in the whole world. Its long history and global scope is one of the main reasons it became popular: word of mouth has spread longer and further. Also, as I said in last week's post, a crucial key of success in the condom industry is consumer's perception of the condom brand's effectiveness. This so-called effectiveness is considered a myth: almost every brand of condom has the same effectiveness. In my opinion Durex has gained the advantage of the placebo effect due to the number of WOM. - In short: long history → global range → more WOM → more 'believers'
- Durex is actively advertising
Despite being the world leader in the condom industry, they are still trying to get the word out there, most likely to maintain the loyalty of customers by showing that they are still out and about. Playsafe, on the other hand, does not have a lot of ads. - Durex is fun and responsible
This is what their ads project (positioning)—they express the excitement of sex, but also not neglecting responsibility of having safe sex to prevent STDs and unwanted pregnancies, etc. I think this has earned a lot of people's respect, since it's their way as a condom company to fulfill their own social responsibilities.
However, one inherent weakness of Durex is their price. In Malaysia's economy, price is a determining factor. For pricing, Playsafe wins since they are cheaper—especially for people who are sexually active and does it frequently, thus having to buy more condoms in a shorter time frame.
Another important point is that Durex has a lot of sexual ads which are quite graphic. Malaysia is a country with deep influences of religion, which may lead to controversies regarding advertisements. This also applies to the condom industry in general, since it's the nature of the business. However, I haven't seen a Playsafe ad that is as sexual as Durex.
I decided to do some digging about Generation Y and their sexual activities:
- Generation Y is the most sexually tolerant generation, but they're not into bedding multiple partners.1
- ...but they are more likely to participate in casual sex. So hook-ups + less partners = friends with benefits kind of situation.
- It is the generation that is brought up with protectiveness: wear seatbelts in the car, safer playgrounds, etc.
- They bring this trait along with them while growing up. It's not surprising if they are more conscious about safe sex to prevent STDs.
- Safe sex = condoms!
- Generation Y also thinks it is harder to sustain long-term relationships.2
- According to Cath Mercer, senior lecturer in UCL's Center for Sexual Health and HIV, technology might have something to do with Generation Y having less sex.3
- Generation Y gets distracted more by technology to do social interaction in general.
Progress
Upon Mr. Vinod's encouragement, I continued to think of twisted headlines to put in the condom ad. I talked to some of my friends about puns and wordplay, and they helped me by giving me some inspiration. Here are the ten sketches for week 4:
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| Figure 4 — Week 4 sketches |
We finished our illustration/artwork for Coffee Bean & Tea Leaf Granita Art Jam somewhere around last week. I did the line art, which I showed in my previous blog post here, while Madina did the colors. Here's what the end result looks like.
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| Figure 5 — A Sip of Summer |
Feedback
Specific Feedback:
Specific Feedback:
(Written feedback given by Mr. Vinod)
Comprehensive documentation of the process in your e-Portfolio—great work! Thorough! Your approach in developing twisted headlines paid off to a certain degree—there are some potentially good ideas there. Perhaps you should pursue twisted headlines for another week.
General Feedback:
To answer questions, you need comprehensive research. Information management skills are also needed to put information in a logical sequence. About last week's research, we should've pointed out that the product is not accessible, since it is a very important point. Identify the main competitor and why is that brand considered the main competitor. Find the strength of the competitor.
Reflection
Experience
Since this week's workload is way more than the last's, I feel easily tired and significantly more stressed out. However, I have prepared myself with enough food to survive the lectures.
The forum questions are increasing in difficulty in my opinion, but the in-class discussion we have about those questions are interesting. Overall this week's classes are so-so, but I have to admit that Mr. Vinod's way of motivating us is effective and has become something for us to look forward to.
Observation
I realize that the reward system actually, somehow, succeeded in making me try a bit harder. I mean, there's nothing bad in getting the vouchers, right? I also realize that even though my parents tried to do the same thing to me (offer a reward upon fulfilling a goal) I have never really played along.
I realize that I am overwhelmed by the amount of work I have to do, and that my project management skills vanished because I am panicking, and that suddenly I have no sense of priority as to which assignment I should do first.
Findings
I've always thought that the reward system never really works for me ever since childhood. In retrospect, I think maybe I felt that way is because I've always underestimated my capabilities, hence making myself feel lazy to work for something. (Hahaha)
On another note, since I am feeling overwhelmed, I now keep a post-it on my computer desktop (a digital post-it, mind you) to not let myself forget about what homework should I do and therefore making it easier for me to sort out which assignments I need to finish first.
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| Figure 6 — Advertising Basics! by J. V. Vilanilam and A. K. Varghese |
This week's book is Advertising Basics! A Resource Guide for Beginners by J. V. Vilanilam and A. K. Varghese.
I read the part of the book that talks about copywriting in advertising—I figure it will help me in one way or another, since I'm doing twisted headlines for the condom advertisement. I'll summarize what I've learnt from the book in bullet points:
- If it sounds stupid when you say it, don't write it.
- A body copy is supposed to talk to the reader. Use the word "you".
- Don't use big words.
- When there is nothing to say, use showmanship.
- The inverted pyramid, a technique journalists use to write news stories: present the important fact as the headline, then expand the story.
- The 5W1H technique:
- Why — gives the reader a reward for reading. Example: Why you should ride the high ranges on the Ranger. The body copy will then establish the reasons, which are the qualities of the product, etc.
- Where — think of places the product can be shown to its best advantage, e.g. paint in different extreme weathers.
- Who — the people one can use in advertisements to make it more interesting. Don't just use celebrities, use characters from history, mythology, literature, fairy tales, etc.
- When — where you place your advertisement in a different time.
- What — the way to use key findings from research: why is X better than Y? Common examples are ingredients of a product.
- How — usually applied to a very complicated product that need to be explained in a lot of different points. With 'how', there's no limit to the number of ways the word may work for you. Example: How to make money without going to office even for a day could be a line for a work-from-home Internet firm.
References
Cathcart, N. (2013). Durex Condoms: An Integrated Marketing Communications Analysis Accor…. [online] Slideshare.net. Available at: http://www.slideshare.net/nicoleezc/imc-paper [Accessed 16 Apr. 2016].
Vilanilam, J. and Varghese, A. (2004). Advertising basics!. New Delhi: Response Books.
1Shire, E. (2015). Millennials Are Very Mixed Up About Sex. [online] The Daily Beast. Available at: http://www.thedailybeast.com/articles/2015/05/06/why-aren-t-millennials-sleeping-around.html [Accessed 23 Apr. 2016].
2Moyes, J. (1995). Bed, please, but hold the romance :GENERATION Y: SEX. [online] The Independent. Available at: http://www.independent.co.uk/life-style/bed-please-but-hold-the-romance-generation-y-sex-1569277.html [Accessed 23 Apr. 2016].
3Slapper, H. (2014). Why is Generation Y having less sex? | Hannah Slapper. [online] the Guardian. Available at: http://www.theguardian.com/commentisfree/2014/mar/18/why-generation-y-less-sex [Accessed 23 Apr. 2016].
Picture credits
Figure 1 — Bersih 4 Rally
Disclaimer: This is not an official ad by anyone, this is just an exercise for academic purposes. I am not responsible for anything if this gets misused somewhere else. We have exhausted all means to find the copyright holder for the said image but was unable to.
Figure 2 ~ Figure 5
Personal documentation
Figure 6 — Advertising basics! A Resource Guide for Beginners
http://www.globaltraining.edu.vn/resource/images/2015/06/nlarge.advertising-basics!-a-resource-guide-for-beginners.png