Tutorial Question: Interactive & Digital Media

a) Identify and explain with relevant samples the four main roles of the internet

1)  Economic role
- The internet became a platform for marketing and advertising (attract attention through exchange > build brand)
- Online enhance brand awareness (Example : Online shopping website Zalora gained attention through online marketing where they put up flash banners and flyers on various websites)
- Internet create interest and desire (Example : Nintendo Wii U creates desire and interest among gamers when they put up a promotional video on YouTube)
- Increase opportunities for small business to attract direct sales rather than use an intermediary
- Bloom of business to business advertising

2) Information role
- Search engine to provide users with endless information (Example : Google, MSN, Yahoo)
- Wikipedia became a platform to share knowledge
- Advertisers use information online to manage own campaign
- Example : Cinema Online provides information about movies on screen and movie information of cinemas nationwide

3) Entertainment role
- Birth of YouTube allows easy excess to entertainment videos (Example : PSY-Gangnam Style, WongFu Productions)
- Video sharing websites such as Vimeo, Veoh etc
-  Ads become popular through YouTube (The Force: Volkswagen Commercial" (Volkswagen)
The infamous Star Wars ad for Volkwagen's 2012 Passsat was featured during the Super Bowl this year, and it became an instant viral hit. It's no surprise the video has the most views in 2011 -- it also held the highest number of shares)
- Advertisers of entertainment products such as The Simss 3 finds internet the ideal place to launch new releases

4) Social role
- Emergence of social network site has became important to advertisers
- Facebook became a major platform for advertising. (Audience spend a relatively long time on Facebook daily)
- SNS allows reader to engage in the community to publish their own materials
- Instant feedback through SNS allows advertisers to receive an instant feedback from audience



b) Everything has their advantage and disadvantage. Internet advertising is a form of promotion that uses the Internet and World Wide Web to deliver marketing messages to attract customers. 

There are several advantages of the internet advertising. For example, by using the internet to advertise their product, it saves cost and time. Relatively, could reach a mass audience although they are separated by time and space. In addition, Internet advertising can also deliver business. Other than that, advertisers can easily customize and personalize messages it is because it has less gatekeepers as compared to the advertising channel. Besides that, online advertising could enhance the whole process of business by providing sales leads or actual sales.

Although online advertising could fasten and ease the whole process of business, clutter may even be worse than in other media it is because the internet advertising lack of gatekeepers as compared to the other communication channel.

Tutorial Question : Script of B2B's proposal

Tutorial Question : Script of B2B's proposal

Video:				Audio:
Fade in: Slow side view pan of a				Raw audio of children laughing,
playground; left to right. Children of six				screaming and playing.
(Aged 7-10) playing on the Carousel.
Overhead, upward pan from centre of				SFX: Creaking of rusted carousel,
spinning carousel, fade out white.				fades out.
Fade in: Overhead, upward pan of a				Fades in: Raw audio of laughing and
Coca-cola Vanilla bottle spinning on a				chattering children.
floor.
Cut to group of 6 kids aged 13-16 sitting				Raw audio continues.
on the floor in a room, in a circle;
playing  “truth or dare” with a Coca-cola
Vanilla bottle in the middle.
Overhead, downward pan as one of the				Raw audio continues, fades out.
boys spins the bottle again clockwise.
Camera zooms all the way into the
bottle’s mid-wrapper section, fades
out white.
Fade in: outward pan of a spinning Ferris				SFX: Funfair music
wheel from the centre.				Raw audio of funfair surroundings
Cut to window shot of a Ferris wheel				Audio continues, volume toned down.
cabin with two people inside (Aged 16-
19), a couple of 1 guy (left seat) and girl
(right seat)
Close-up shot of the guy smiling at the				Audio continues
girl.
Close-up shot of girl smiling back at the				Audio continues
guy.
Close-up shot of the girl’s hands holding				Audio continues
a Vanilla Coke bottle.
Revert shot back to guy close-up, this				Audio continues
time raising his hand to bring a Vanilla
Coke bottle to his lips.
Video:				Audio:
Revert shot back to cabin window as				Audio continues; volume revert to
both look out enjoying the view.				normal.
Cut to: inward pan of spinning Ferris				Audio continues, fades out.
wheel, towards the center. Fade out
white.
Fade in: outward pan of spinning car rim				SFX: Catchy radio tune.
running on the road.				SFX: Car tires.
				Raw audio of laughing and talking.
Cut to cabin shot inside the car, 3				Audio continues
passengers and a male driver (Aged 18-
21). Windscreen view, as all passengers
are interacting and laughing.
Cut to shot of car radio as the driver				SFX: Catchy radio tune (Coca-cola jingle)
increases radio tune’s volume.				volume toned up.
Close up shot from inside the car of the				Audio continues
male passenger as he raises a Vanilla
Coke bottle off-screen to his lips.
Cut to: out-of-car shot as the driver				Audio continues
looks out the downed window, as he
dangles his hand outside with the Coke
bottle.
Camera pans upwards towards the sky				All audio except SFX: Catchy radio tune
and fades out white and the Coca-Cola				(Coca-cola jingle) tones down and fades
Vanilla logo fades in.				out.
Slogan fades in below logo:				SFX: Coca-cola Jingle
“Young, Fun & Fresh”
END
Approved:
______________

Tutorial: Consumer Brief

Tutorial: The range of advertising effects

Tutorial Question :Cross Cultural Consumer Behaviours

Advertisement Campaign Research 10: Automotive

Porsche commercial: Engineered for Magic. Everyday

1. Which of the (9) types of advertising does the ad belong to?

Brand

2. The four (4) roles of advertising. Which are relevant for this ad?

Marketing

3. What does the ad. want the audience to do or not do?

The ad wants audience to buy their car and get to know their car.

4. Who is the target audience?

People who that is looking for a classic high end affordable sports car.

5. What are the target audience's needs, concerns and interest?

They want to know what their car can do for them.

6. What is the message?

Although the particular car model is a sport car, it can also be used as different purposes for various kind of users.

7. Discuss the message being conveyed.

The message is telling audience to that although their car is known as a classic sport car model but it still serves different purposes like fetching kids back from school and events like taking you home after the whole day of working.

8. Who does the message appeal to?

The message appeal to target audience that wants to get a classic and iconic car.

9. What is the desired communication outcome?

The desired communication is to let the message reach out to their audience and sell the image of the car. Where a niche market that can afford will buy one.

10. What other communication channel is most effective?

The internet, where people the company can get a direct feedback for their advertisement.

11. Identify the ad and specific product being advertised and describe the ad.

The Porsche 911 which is standing in the market for a long time which can be considered as an iconic product.

12. What does the ad show, people, products, scenery, etc?

Different people that is doing regular activities in a daily basis, like loading goods into their car, starting the engine after work and fetching kids back from school and so on.

13. What is not discussed about the product?

Where to get the product.

14. What image is portrayed?

It gives audience an lively image to the audience where their product is made for everyday life friendly.

15. Is it true to life or puffery?

It is true life events that regular people do everyday.

16. Is the ad a slice-of-life, fear, humor, sex or other type of ad?

It is a slice-of-life where daily life story that is told throughout the advertisement.

17. Who is in the ad, if a star, what image does he or she portray?

Regular men and women doing, normal daily activities they showed that how Porsche owners enjoy the small moment in life in fact that they are driving one.

18. What is the mood of the ad, colors used, music played?

The background music is a relaxing country music and it gives a lively mood to allow audience to blend in easily.

19. Is the ad memorable?

The ad is memorable while an iconic product can be advertise in such a simple and genius way.

20. Would you buy the product being advertised, why or why not?

I would buy the product being advertise because I too want to has that magical satisfaction of driving one. Provided that my financial status allow me to do so.

21. Be sure to include your opinion (have a specific point of view, love it or hate it.)

I love the advertisement because it effectively make me want to have the product. It is reaching out in a way that they relate simple events in our daily life.

Advertisement Campaign Research 9: Casino, Hotel & Resorts

Resorts World™ Sentosa (www.yoursingapore.com)

1. Which of the (9) types of advertising does the ad belong to?

Institutional

2. The four (4) roles of advertising. Which are relevant for this ad?

Marketing

3. What does the ad. want the audience to do or not do?

The advert wants audience to feel the excitement and activities that you can get for going to their resort.

4. Who is the target audience?

General public that wants to have a vacation and fun with their friends and family.

5. What are the target audience's needs, concerns and interest?

Have fun and a vacation with their close ones.

6. What is the message?

Basically they are solely promoting fun and it the message is to tell audience that if you come to resort world you will get all that.

7. Discuss the message being conveyed.

They are promoting all kinds of fun activities to persuade their customers to join them with a fairy tale and fun journey.

8. Who does the message appeal to?

People who wants to have fun and enjoy, also people who are looking for an reality escape for a short period of time.

9. What is the desired communication outcome?

The desired communication outcome is to attract customers to buy there concept of escaping reality and go to their resort world.

10. What other communication channel is most effective?

Radio, because working class people always listen to it after work, stuck in traffic or in the car. It would be effective where there is an advert offering a holiday.

11. Identify the ad and specific product being advertised and describe the ad.

The product being advertise is more like an intangible product the ad is corporate advertising more on to selling their company's image.

12. What does the ad show, people, products, scenery, etc?

The ad mainly showed people that are excited with there locations, having fun with roller coasters, "Jurassic Park" and water park.

13. What is not discussed about the product?

The price of the entrance fee.

14. What image is portrayed?

It portrayed a happy and fun image to the customers.

15. Is it true to life or puffery?

It is a true to life event where people can actually have fun in their theme park.

16. Is the ad a slice-of-life, fear, humor, sex or other type of ad?

It is a slice of life.

17. Who is in the ad, if a star, what image does he or she portray?

People that are happy portray a fun image to the audience.

18. What is the mood of the ad, colors used, music played?

The mood of the advertisement is plays a fairy-tale-dreams-comes- true music. They use a vibrant color in as an attraction.

19. Is the ad memorable?

The advertisement isn't memorable, it was fun to watch but it was only a normal advertisement there wasn't any hype in throughout the process it doesn't want to make me show it to my friends. There were nothing really special about the advertisement that could me remember the advertisement.

20. Would you buy the product being advertised, why or why not?

I would buy the product being advertised because these kind of product does not varies in many choices. Therefore, if I am looking for fun I would definitely go to their resort to make my stay worth to experience.

21. Be sure to include your opinion (have a specific point of view, love it or hate it.)

I do not hate or love the advertisement. It was a in between situation for me because it is a cliche advertisement there is not point watching everything because it is predictable secondly they should have include narrations to enhance the viewing experience and be straight to the point.

Advertisement Campaign Research 8: Food & Beverages

Somersby Dancing Advertisement. 

1. Which of the (9) types of advertising does the ad belong to?

Brand

2. The four (4) roles of advertising. Which are relevant for this ad?

Marketing

3. What does the ad. want the audience to do or not do?

They want audience to realize that their brand name is different from their competitor.

4. Who is the target audience?

People that are interested in carbonated alcoholic drinks.

5. What are the target audience's needs, concerns and interest?

They are interested in what kind of feeling that they can get from drinking the cider.

6. What is the message?

That their brand is new but it is different from other brands that they have something new to offer and it's totally different because it is a totally new invention like dancing.

7. Discuss the message being conveyed.

It shows that their product is as classy and epic an invention like dancing although they made up the fake history but it brings out a little bit of humor and totally audience and totally relate the events to the particular drink and stay open-minded like "Lord Somersby" did in the video.

8. Who does the message appeal to?

Specifically youth who love to dance and attend parties.

9. What is the desired communication outcome?

To get their product out there and well-known.

10. What other communication channel is most effective?

Internet and social media it could easily reach their targeted audience and get a direct feedback on their products.

11. Identify the ad and specific product being advertised and describe the ad.

An alcoholic drink which is mixed with apple.

12. What does the ad show, people, products, scenery, etc?

Made up historic characters, dressed in a old-fashioned British theme and talking about the culture at that time.

13. What is not discussed about the product?

That where to get the product and how much does it cost.

14. What image is portrayed?

The image portrayed is energetic and fun with their drink life isn't so bored after all, while the invention of the drink it is so much interesting where music can be converted into dancing. Also shaking you booty isn't an odd thing anymore while everyone could accept the latest trend. It is also a way to ask people to buy try out the new product in the market.

15. Is it true to life or puffery?

It is puffery where there is no such history events Lord Somersby discovered dancing.

16. Is the ad a slice-of-life, fear, humor, sex or other type of ad?

Humor type of advertisement.

17. Who is in the ad, if a star, what image does he or she portray?

He Lord Somersby portray an image that he found out a great invention while the others then followed and accept his concept of dancing that is caused by an accident.

18. What is the mood of the ad, colors used, music played?

Happy turns on the party mood, makes audience wants to join along. The color used if highly contrast and everything looks so great and colorful.

19. Is the ad memorable?

Yes it is, so far I personally have not seen people make up history for their advertisement.

20. Would you buy the product being advertised, why or why not?

I would buy the product that is being advertise because they can easily catch the targeted market audience with a very fast.

21. Be sure to include your opinion (have a specific point of view, love it or hate it.)

I love the advertisement because it is a very unique way to promote a beverage product indirectly with history and differentiate from their competitor's product easily.

Advertisement Campaign Research 7: Household & Personal

Lifebuoy Global Handwashing Day

1. Which of the (9) types of advertising does the ad belong to?

Brand

2. The four (4) roles of advertising. Which are relevant for this ad?

Marketing

3. What does the ad. want the audience to do or not do?

The ad wants audience to be aware of the importance of hand washing before having having their food.

4. Who is the target audience?

General Public especially to educate kids to wash their hands.

5. What are the target audience's needs, concerns and interest?

The targeted audience need is to get to get hygienic and clean with a family product.

6. What is the message?

Washing hands is not a difficult task it can be fun.

7. Discuss the message being conveyed.

They showed the steps of washing hands so that the audience who watched it know the correct way to wash their hands.

8. Who does the message appeal to?

The message appeal to both group of people that is people that cares about hygiene and also unaware of hygiene.

9. What is the desired communication outcome?

The desired communication outcome is to make audience aware of the importance of washing their hands and to buy their soap products.

10. What other communication channel is most effective?

Radio.

11. Identify the ad and specific product being advertised and describe the ad.

The specific product that is being advertised is a hand soap product.

12. What does the ad show, people, products, scenery, etc?

It shows a mom teaching her kids the way to wash their hand and it is important that people keep the germs away before eating.

13. What is not discussed about the product?

The price of the product and where to get it.

14. What image is portrayed?

The image is showing the importance of hygiene and cleanness.

15. Is it true to life or puffery?

It is true life event.

16. Is the ad a slice-of-life, fear, humor, sex or other type of ad?

Is the slice of live that telling the daily events we do.

17. Who is in the ad, if a star, what image does he or she portray?

A family of 4 pax. Showing the activity they do before a meal.

18. What is the mood of the ad, colors used, music played?

The mood of the ad is happy and music played is happy tone.

19. Is the ad memorable?

No it is not, the ad is a very mediocre advertisement concept with a theme song and that is somewhat creative.

20. Would you buy the product being advertised, why or why not?

I would not consider buying the product because the product isn't special enough as they do not differ themselves from competitors. Moreover for household product like these people would not often have the sense of changing to another brand and adapt to the new product because most of us has one at home.

21. Be sure to include your opinion (have a specific point of view, love it or hate it.)

I love the advertisement in the aspect that the ad targeted the kids as the main audience as the secondary audience is the working class "the dad". Also they added a catchy theme song to it, kids will easily remember and probably would convince their parents to buy the product.