Question 1 Week 4

5 Considerations to think of for ad strategy. 

1.  The first thing that one must always consider in my opinion would be the advertising budget itself meaning capital. When ideas are left unchecked and balanced they tend to grow to amazing heights and when the time comes for dreams to become realities, the vision gets obscured and sometimes cut down completely due to financial constraints. 
2. The second thing that one must consider is the target audience itself, you can have the best ad strategies and planning but if executed on the wrong kind of demographic it still would not be as effective as it was assumed to be. 
3. Thirdly, one must also consider the medium on which the ad is to be aired among the masses, or in other words media platform. This is most important due to the fact that it ensures that the advertisement is broadcast in the most efficient and effective manner. 
4. Another thing to consider would be is the ad message itself. it needs to be able to related to the consumers so that the advertisement is effective in its deliverance. If the message does not come across to the viewers of the advertisement, then the ad fails to communicate its benefits which results in the product or service not being able to establish a base within the market. 
5. Lastly would be the body copy of the advertisement, body copy is important and should be given a great deal of importance as it could "make or break" the advertisement completely. A good body copy may result in brand retention which in turn provides an everlasting impression on consumers about their opinion regarding the brand.
   
   ( Written by Ahmad ) 

Questions 2 Week 4

The ad strategy that Heinz has implied for this ad, would be the egotism appeal. A variety of pastas arranged in a creative fashion to resemble expensive accessories with some Heinz ketchup on it as the ‘diamonds’, completed with the tagline: ‘Ordinary things. Extraordinary good.’ This ad is trying to tell the audience that simple dishes can be tastier by just using simple ketchup sauce. You don’t need to buy expensive sauce, just to enhance the flavor of your food. Just like how some simple pastas with some Heinz ketchup can be arranged creatively to look like expensive jewelry in the ad. It’s just ketchup and pasta, but innovation of making it look like jewelry is what makes the ad a good one. 

The objective of Heinz is to provide it’s customers high quality ketchup which is affordable, as the ketchups being manufactured by different companies nowadays might not use the best tomatoes or any other fresh ingredients. There are also companies which uses extra ingredients to improve the quality of their ketchup, which makes their ketchup much more expensive. 

Heinz aims to target mostly housewives , cooks and people who work in restaurants, as they need to use fresh ketchup in order to enhance the flavors of their dishes. The brand possesses a confident tone for such an ordinary product, yet it does not come off as arrogant or it shames the other ketchup brands. The voice and tone of the brand can be described as ‘simple and straight to the point’ and 'confident but humble'.

Written by: Candice Chan Zishan 

Question 1 week 3

The laddering process and its five levels

The laddering process is a process that is used by advertises to determine the product benefit. the lower the step you are on the ladder, the more product particular your message is, and the higher the step you are on the ladder, the more you're managing what’s critical in a customer's life. Transmitting product benefit and consumer benefit can be the basis of your strategy. There are five levels in the laddering process is attributes, product feature, product benefit, customer benefit and value.

Attributes is actually one of the marketing characteristics of a product or feature that is thought to claim to customers. The next is product feature, product feature is what does the product look like in terms of size, weight, material and odor qualities while product benefit is satisfying customers’ needs like “what benefits to the customer gets when they use this product”. It is also targeted to certain people. Customer benefits is the actual or recognized value that a customer believes receiving can be a resolution of a problem when using the particular product through collaborating with a company. These benefits can be the resolution of a customer’s problem. Lastly value, value is basically like the results the customers will get after using a particular product. For example, the product called Fair and Lovely when customers use it, the result is it’ll will make the skin brighter. That is the meaning and the meaning of laddering process.

Written by Divya Mae

Question 2 Week 3

2. Select a product (pls attach the picture) and put into words, your own description of attributes/features and the various benefits based on the five levels in the laddering process.

Skinfood Egg White Pore Mask

Egg white is known for its benefits on eliminating acne, tightens the pores, absorbing excess oil in the face and as temporary wrinkle treatment. Skinfood came up with the wash-off mask and it contained egg white as their main ingredients. The main function of this mask is to cleanse blackheads and minimizing the pores, so it will be less noticeable. This mask only comes up in tub with the amount of 100g. Having a tub as the packaging could make it less hygiene compared to the one in a bottle, therefore customer needs to have an extra spatula when they want to scoop and use the mask for the hygiene purposed. 

The texture of the mask is more like butter than clay, as it is soft and light. The scent is relatively not too strong. However, it works similar as the other clay mask. The colour of the mask is white, as egg white is their main ingredients. However, the result will be depends on their own skin and the compatibility of the skin with the mask.

To help to determine the benefits of the product, there are five levels of laddering process

1. Attributes – A wash-off mask with a soft and light texture.
2. Product Features -  It contains egg white that consists of amino acids that could heal skin. 
3. Product Benefits - Remove and cleanse the blackheads and shrink pores, to reduce the chance of the dirt to stuck and clog in the pores.
4. Customer Benefits - Free of blackheads and minimize pores.
5. Value - Having a cleaner and brighter face.

Written by : Maya Chyntia P

Question 1 Week 2

Discuss when to use emotional or rational appeals in ad.

Advertisement can be segmented into two groups, which are emotional and rational.  Advertisement with emotional appeals is how we use the feeling to persuade people to buy or get the awareness of the advertisement.

Each of us enter to the world as irrational individual. Consumers are easily to get influenced by the advertisement that can stimulate their heart. Especially the awareness advertisement, advertiser will create fear to the reader by reading the advertisement. So, the readers will notice the issue and enhance their awareness. Besides, some of the consumers like to follow the majority to blend into their society. Some advertisements also use the bandwagon effect to influence the minority to buy the product so that they can blend into the majority. Advertiser also will use emotion-base advertisement to promote the prestige product for the consumer to enhance their social class.

However, the contents of advertisement with rational appeals are the product benefits or some convincing proof. For the rational consumer, they like to evaluate whether the product is worth to the value. Normally, people will assume that expensive stuffs are good quality and the cheap stuffs are bad quality.  Sometimes, inside the advertisement will compare the product with the competitor brand to show the consumer who emphasize on product quality. The advertiser will use write how easier and convenient is of the product to attract the consumers who like the product that can reduce their burden and do work easily. For example, Maggie Mee is easily to cook and suitable for the busy people.

Written By : Elyza Ee Hui Yee

Question 2 Week 2

PSA Advertisement 

This advertisement is a public service announcement and the approach of this advertisement is more to the emotional approach. As seen from advertisement's body copy ' With love, Death' this is definitely trying to make smokers feel fearful from taking another puff from the cigarette. "It'll be fun they say" is trying to portray how your acquaintance may influence your decision as they tend cause peer pressure.

Stop smoking campaigns and advertisements created are mostly emotional telling smokers that smoking kills, smoking is bad for lungs. Anyhow, emotional approach may not be able to persuade people not to smoke because in this era, people emphasize more on verifiable truth than ads that just touches their heart. 

Instead we can change this advertisement by using more facts and scientific proven experiments. For example, for every puff from the cigarette how much will it damage one's oral, trachea and lungs. 

Through the rational advertisement, advertisers can also educate the public about possibility of getting oral cancer. Oral cancer is a silent killer, one normally will not notice about it until it reaches the later stages where it is already at a terminal stage. Advertisers can also state out facts to smokers on the side effects of the second-hand smoke. 

Smokers may have not realise that, it is more harmful for second-hand smokers which are people whom take in their exhaled smoke than they, themselves smoking it. According to the U.S Center for Disease Control and Prevention, more than 2.5million of non-smokers died from health problem due to second-hand smoke. Providing statistics as a part of the advertisement is also another form of approach as numerical is may be more impactful than words. 

Question 2 Week 1 - Porsche Ad

'

HEADLINE: David Oglivy Copy Strategy 

The big main idea about this ad is that its trying to convey the simple message that a Porsche is the car of any young man's dreams be it young or old. It also highlights that the car is seemingly eternal and its charm was good then as it is now.

David Oglivy focuses on 3 major aspects as said earlier in question 1:

1) Good sense of humor

2) Aesthetically inclined – both visual and verbal

3) Empathy for people’s needs


He focuses on making the ad more fun and exciting as well as making it memorable to those who read the copy of the ad itself, this in turn helps create more awareness as well as instills a sense of enticement to fellow would-be readers of the ad which ultimately increases overall brand renown and might even lead to a purchase or two.

Newly Created Copy :

Headline : A True Time Machine.

Bodycopy: Porsche's 911 can't change your past, but it can help shape your future. They always said living in the present is important so why not do so in a Porsche 911 with comfort and style that transcends even time itself.

Call To Action: Clock's Ticking.

Written By : Ahmad Azrul

Question 1 Week 1. Oglivy's KFC Ad

"Make it simple. Make it memorable. Make it inviting to look at. Make it fun to read.” said Oglivy, regarding his advice on how to be a good copywriter. One of Oglivy’s most creative ads will be his KFC ad, as it displays the 3 useful tips for any copywriters:

1) Good sense of humor

2) Aesthetically inclined – both visual and verbal

3) Empathy for people’s needs

These are really successful techniques as they connect with the customer’s wants and needs. KFC is a fast food restaurant, which specializes in fried chicken. Fried chicken is deemed as an unhealthy food, but yet it stands in both a customer’s category of wants and needs. People need to eat KFC, as they might run out of options of what to eat at times or they could just be in a rush, and they need to get something fast to eat. People want to eat KFC, because despite it being unhealthy it is also hearty and delicious.

Oglivy is a genius, and has managed to capture the attention of customers by empathizing with the customers needs for food or in this case of the ad - dinner.  While empathizing at the same time, he used a humorous way in order to illustrate the point: ‘KFC fixes your dinner problems: on Sunday, Monday, Tuesday, Wednesday, Thursday, Friday and Saturday, which is basically any day!’ The ad is also both visually and verbally inclined, and it not only make customers realized their need for KFC but their want as well. A bucket of delicious crispy KFC Fried chicken for dinner everyday? Sounds like anybody’s dream come true! 

Written By : Candice Chan 

Greetings & Salutations ( Introduction Post )

Hi. My name is Ahmad Azrul and I am the Leader for the group here at Broadvertising Agency, other fellow team members include:

• Candice Chan 
• Elyza Ee Hui Yee
• Tang Soon Yee or Joey 
• Maya Chyntia Purnamsari 

Broadvertising Agency is an agency that was formed not to long ago so we are quite new into the market but old enough in age to compensate for it with experience!

The purpose of this blog is simple, to educate the masses on copywriters through the ages as well as to properly compartmentalize all the data and exercises that we do throughout the entire duration of this assignment.