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

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 Question: Customer Brief

Tutorial Question: The range of Advertising Effects

Tutorial Question :Cross Cultural Consumer Behaviours

#11 Advertisement No.10 : Automotive

Source: http://www.youtube.com/watch?v=4OgRDW02TpU&feature=relmfu

Which of the nine types of advertising does the ad belong to?
The advertising belongs to "Retail Advertising" and "Institutional Advertising".

The four roles of advertising. Which are relevant for this ad?
Consist of "Marketing Role" and "Communication Role" in the advertisement.
Marketing Role - Promoting ideas, concept and also selling their cars to the consumer
Communication Role - To improve their company's image, identity and reputation.

What does the ad want the audience to do or not do?
The advertisement want the audience to know about their car and gain reputation for their corporation.

What are the target audience’s needs, concerns and interests?
The target audience needs a car with qualities, concern about the car specification and quality, Interested in the information and quality of the car. Besides that, they are interested in the corporation whether fulfill or satisfy their needs.

What is the message?
The message is telling the audience to understand more on their car.

Discuss the message being conveyed.

Shows the Honda Accord parts interacting with each other similar to a Rube Goldberg machine.

Who does the message appeal to?
The advertisement appeal to car buyers. Especially for those who looking for special specifiation for their car.

What is the desired communication outcome
The desired communication outcome they would want is more people go to their retail store and enquire more. Besides that, their sales of the car would increase.

What other communication channel is most effective?
The most effective communication channel are Direct Advertising. Promoting RoadShow Event would enhance and reach out  more to the audience.

Idenity the ad and specific product being advertised and describe the ad.

The advertisement is two minutes long and shows Honda Accord parts interacting with each other similar to Rube Goldberg machine.

What does the ad show? People, products, scenery, etc?
The advertisement shows the specification of the product and shows the parts of the product, how does the parts work with each other.

What is not discussed about the product?
The engine of the product wasn't stated in the advertisement.Price of the product also wasn't stated in the advertisement.

What image is portrayed?

Honda Accord is a car based on performance. Quality of the car.

Is it true to life or puffery?

It is a 50/50. whether the car would meet the customer's satisfaction.

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

The ad comes with professionalism.

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

There's no star or any human in this advertisement. Basically, they just show their Honda Accord's parts and the product.

What is the mood of the ad, colors used, music played?
Still comes with the professional mood after all. Colours used are professional. The music is connected with all the parts system and effect. At the end, the music very catchy.

Is the ad memorable?
The advertisement is quite memorable as compared to the other automotive advertisement.

Would you buy the product being advertise, why or why not?

Overall, I would consider Honda Accord as one of the list, it is because they show the car's performance.

Be sure to include your opinion ( have a specific point of view, love it or hate it) 
For this advertisement, it uses a very smart approach and outstanding advertisement. This is because normal automotive advertisement would just show their car's performance by just driving on the road. Instead, this advertisement uses combination of their parts working with each other and shows the performance of the car, the quality of the car. Very lovely advertisement. 

#10 Advertisement No.9 : Hotel, Casinos & Resorts

Source: http://www.youtube.com/watch?v=PW_O0__QNtY

Which of the nine types of advertising does the ad belong to?
The advertisement belongs to Retail Advertising, Directory Adcvertising and Institutional Advertising

The four roles of advertising. Which are relevant for this ad?
The advertisement consist of "Marketing Role" and "Communication Role".

What does the ad want the audience to do or not do?
The advertisement wants the target audience to visit their hotel.

Who is the target audience?
The target audience would be people who likes to travel and stay in a nice hotel. Besides that, looking for a comfortable hotel that provides spa treatment.

What are the target audience’s needs, concerns and interests?
The target audience needs a hotel with good environment, good facilities. They're concerning whether the hotel provides such quality or service to them. Their interest would be whether the hotel meets their minimum requirement and satisfaction.

What is the message?
The message is to convince the audience to pay a visit to the hotel. Besides that, gaining a reputation and identity from the viewers.

Discuss the message being conveyed.
The advertisement showed the hotel's facilities, environment and there services they provide for the customer.

Who does the message appeal to?
The message appeal to an audience who can afford to enjoy the facilities and environment. Besides that, anyone who interested to enjoy some leisure time in Dubai.

What is the desired communication outcome
The desired communication outcome would be having a full house booking after the advertisement shown. Besides that, profit and reputation of the hotel increases.

What other communication channel is most effective?
The magazine would be the most effective communication channel. Especially travelling magazine, because they would get to know more information about the hotel by reading the magazine.

Idenity the ad and specific product being advertised and describe the ad.
The advertisement basically showing their hotel facilities and services. Good environment and friendly services provided by the hotel.

What does the ad show? People, products, scenery, etc?
The advertisement showing their facilities and architecture of the hotel.

What is not discussed about the product?
The hotel did not show about their hotel rate and where is their exact location at.

What image is portrayed?
They portrayed an image that is very high class and highly rated hotel.

Is it true to life or puffery?
It is true life, but the video is overrated and  over used of video editing.

Is the ad a slice-of-life, fear, humour, sex or other type of ad?
It is definitely slice-of-life. It is related to some kind of luxurious.

Who is in the ad, if a star, what image does he or she portray?
There's no actor or star in the advertisement. Only friendly crew and tourist in the video portraying a homecoming feeling.

What is the mood of the ad, colours used, music played?
The colour used is very corporate and very professional. Colours used are luxurious. Mood of the advertisement creates a homecoming feeling.

Is the ad memorable?
The advertisement is not memorable because it is just another ordinary advertisement .

Would you buy the product being advertise, why or why not?
I would pay a visit to the hotel if I'm rich enough to afford it. Somehow it gave me a feeling that is not very friendly.

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

In my opinion, the film structure and editing very nice. Very clear cut. Although is very normal video, but still stimulates and achieved their aim. Serves its original purpose of this advertisement.