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.

#9 Advertisement No.8 : Food & Beverages

Source: http://www.youtube.com/watch?v=3UG1wMb2HsQ&feature=related

Which of the nine types of advertising does the ad belong to?
This advertisement belongs to brand advertising.

The four roles of advertising. Which are relevant for this ad?
The advertisement plays as "Marketing Role".
The product is shown in the advertisement  to the target audience in order to increase the sales of their product.

What does the ad want the audience to do or not do?
Obviously the advertisement wants the audience to buy the product.

Who is the target audience?
The target audience would be people student, besides that secondary audience would be people who drinks milk and live a healthy lifestyle.

What are the target audience’s needs, concerns and interests?
The target audience needs something new to make them stay concentrate for the day, they're concern whether the Milk would keep them stay concentrate at work. Their interest is to buy a product that will keep them stay concentrate at work.

What is the message?
The milk could make you stay concentrated and energetic for the whole day

Discuss the message being conveyed.
The advertisement uses a scene between the student and teacher. Student's concentration in class would easily get distracted. Teacher would throw chalks to the student whenever student is not concentrating in class. Instead, the milk make the student stay concentrate and fight over with the teacher's chalk.

Who does the message appeal to?
The message appeal to the Student. Somehow bring some old memories back when we're studying in class.

What is the desired communication outcome
The desired communication outcome would be letting the audience know about their product.

What other communication channel is most effective?
The communication channel would be the most effective is Direct Advertising. Giving out samples, having road shows to gain reputation and image.

Idenity the ad and specific product being advertised and describe the ad.
The advertisement is promoting a Milk product. As mentioned earlier, the advertisement uses classroom as the setting of the advertisement. Somehow relates to a student's concentration in class.

What does the ad show? People, products, scenery, etc?
The advertisement shows student in class, teacher and obviously the scene would be in the classroom.

What is not discussed about the product?
The price of the product is not mentioned. Besides that, the product's ingredient was not stated clearly.

What image is portrayed?
"Concentration". I think the product portrays an image that when you consume it, it will keeps you stay concentrated.

Is it true to life or puffery?
It is true life, somehow brings back old memories when we're still a student.

Is the ad a slice-of-life, fear, humor, sex or other type of ad?
The advertisement is a slice-of-life because it reminds us how we are when we're still studying in school. Besides that, a little bit of sense of humour by the teacher throwing chalks to the student whom are not pay attention to class.

Who is in the ad, if a star, what image does he or she portray?
There's no star in the advertisement.  But overall the student has portray an image whom wasn't paying attention in class.

What is the mood of the ad, colors used, music played?
The mood of the advertisement is humour, colours used are not too colourful. Acceptable. Music played goes smoothly with the whole advertisement.

Is the ad memorable?
The advertisement is quite memorable. It gives us nostalgia moment.

Would you buy the product being advertise, why or why not?
I would buy the product if it really would make me pay more attention and stay concentrated in class.

Be sure to include your opinion ( have a specific point of view, love it or hate it) 
It is very funny and make us think back of olden days that how naive we are to actually get away from teacher's chalk attack. Although it is a bit of unreal, or impossible, but it made an effect that people would remember this advertisement by the nostalgia moment. Hard-selling about the product, giving a website at the end of the advertisement, one of the brilliant way to advertise about the product.

#8 Advertisement No.7 : Household & Personal Care

Source : http://www.youtube.com/watch?v=ed3HIgF2IfA

Which of the nine types of advertising does the ad belong to? 
The advertisement belongs to Brand Advertising.

The four roles of advertising. Which are relevant for this ad?
The roles are
"Marketing Role"- Has a direct approach to the target audience, promoting their product
"Communication Role" - To persuade public's opinion that their product could change the a person's image and identity.

What does the ad want the audience to do or not do?
The advertisement wants the audience to buy their product.

Who is the target audience?
The target audience would be the people would wants to change their hair colour

What are the target audience’s needs, concerns and interests?

The target audience needs a nice hair colour, concern about whether the product will change their appearance, would it make a difference with their current image. Their interest could be whether the product make some changes in their life.

What is the message?
The message for this advertisement would be by using the hair product, you could make some changes in your life like : Change your appearance, Change your lifestyle, get attention from the person that did not recognize you.

Discuss the message being conveyed.
The message makes the girl being bored of her life, but after using the product, Her life has changed and made a lot of difference in her life.

Who does the message appeal to?
The message appeal to the people who are looking for hair-dyed product. People who interested make some changes in their life and care about their appearance.

What is the desired communication outcome

The desired communication outcome would be people are responding to the product, in a way. Buy their product.

What other communication channel is most effective?

The most communication channel would be Broadcasting TV. Besides that, giving out sample is also one of the effective communication channel.

Idenity the ad and specific product being advertised and describe the ad.
The advertisement advertised their Hair-Dyed product. After using their product, it would make a difference in life.

What does the ad show? People, products, scenery, etc?

The ad shows the product. Besides that, the girl representing people who desire to make some changes in their life.

What is not discussed about the product?

The after effect of the product is not discussed. Besides that, Price and Ingredient of the product being advertised is not mention also.

What image is portrayed?
Could give other people another appearance by just using their product.

Is it true to life or puffery?

It might be true life. It depends on how the consumer perceive about the after-used effect. Whether they like it, be the centre of attraction or they dislike it.

Is the ad a slice-of-life, fear, humour, sex or other type of ad?
The advertisement could be slice-of-life, because sometimes we do seek for some changes in life if we're bored of daily routine. One of the choice would be change hair colour.

Who is in the ad, if a star, what image does he or she portray?
The woman represented people that always desired to change their outlook.

What is the mood of the ad, colors used, music played?
The mood of the advertisement quite relax, but comes with a bit sense of humour, even if without subtitle still will brings out the same message.

Is the ad memorable?
The advertisement is very memorable. Maybe it is because of the people used to convey the advertisement's message.

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

Yes, definitely. This is because some times would like to change some physical appearance in order to get some attention. It is important how ones portray their image in other's eye.

Be sure to include your opinion ( have a specific point of view, love it or hate it) 
Personally, I think it is quite a funny advertisement. Undeniably, I myself is a person that cares about physical appearance. By changing individual physical appearance,it'll let others change their perception towards you. Somehow influences people to buy the product easily. 

#7 Advertisement No.6 : Insurance

Source : http://www.youtube.com/watch?v=W7mBh0j9SPA

Which of the nine types of advertising does the ad belong to?

This advertisement belongs to Brand Advertising

The four roles of advertising. Which are relevant for this ad?

The advertisement consist of "Marketing Role" and  "Communication Role". The advertisement is targeting to the target audience and promoting their services to them. In fact, the advertisement also communicating with the target audience by portraying their image that they are everywhere and always around us.

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

The advertisement wants the audience to know about their Insurance is always around us.

Who is the target audience?

The target audience would be people are interested in buying insurance.

What are the target audience’s needs, concerns and interests?

The target audience need an insurance to protect them, concern about how insurance can actually protecting them, and what are the privilege they would get after purchasing for their insurance. 

What is the message?

The message of this advertisement would be telling the audience that their insurance, "Umbrella Insurance" is everywhere, their insurance is always around us.

Discuss the message being conveyed.

A man carrying an umbrella and flying on the sky but above the "customer" to represent their coverage and the insurance protecting their "customer".

Who does the message appeal to?

The message appeal to the family whom are worried for their future :Any accident might happened to the family.

What is the desired communication outcome?

The advertisement wants the desired communication outcome would be persuading the audience thinks that "Umbrella Insurance" is always around them, always being protected by their insurance in case of unexpected accidents or events.

What other communication channel is most effective?

Billboards on the roadside would be most effective communication channel as compared to other medium. It is because drivers would have the most direct impact by the accident. In Malaysia, there are a lot of people would travel on the road in a day.

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

The advertisement is promoting about their Insurance, "Umbrella Insurance". The advertisement appeals to the people who cares about their future. Their insurance protection covers everywhere you go.

What does the ad show? People, products, scenery, etc?
The advertisement shows the people that wearing black formal suit carrying an umbrella protecting the "customer" everywhere. Besides that, the advertisement also showed different representing scene that people whom need insurance like workers and drivers.

What is not discussed about the product?
The price of the product is obviously not shown in the advertisement. The package coverage of the product is not discussed in the advertisement too.

What image is portrayed?

"Is always around". The advertisement portrayed an image stating that Umbrella Insurance is always around.

Is it true to life or puffery?

The advertisement is puffery.

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

The ad is Slice-of-Life. Because we all know that if we buy insurance, we will get protected and covered by insurance.

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

The man that wearing black formal suit carrying an umbrella represented the Corporation.

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

The mood is very calm and comfortable, the colors is very bright and light, the music also goes with advertisement well.

Is the ad memorable?

The advertisement is quite memorable. Because we hardly see such an interesting advertisement from the insurance industry.

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

I would most likely buy the product, it is because I felt sense of belonging and it is some sort of necessity for us nowadays.

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

It is very creative, effective and interesting advertisement. The advertisement consist of indirect or hidden message in it.The advertisement stated their main message clearly : Insurance is always around :) It achieves the initial aim from the advertisement to me personally.

#6 Advertisement No.5 : Entertainment

Source: http://www.youtube.com/watch?v=V0LDc6DWSco

1.      Which of the nine types of advertising does the ad belong to? 

The advertisement is belongs to Retail Advertising.

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

This advertisement plays a role as marketing role. This advertisement was meant to sell the product (game. The particular group of consumers thought to be potential consumers for the product.

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

The advertisement wants the audience to purchase the product after watching this advertisement. Besides that, the advertisement wants to evoke the consumer's feeling in order to persuade the consumer to buy the product. 

4.     Who is the target audience?

The target audience for this advertisement mainly would be gamers and the secondary audience would be people who are actually searching or looking for entertainment in life.

5.     What are the target audience’s needs, concerns and interests?

The target audience are actually interested in something would actually entertain them, they're concerning about whether the product being advertised would keep them entertained and they're interested about the "content" of the game itself.

6.     What is the message?

The message is to encourage the gamers to buy the product with the tagline "the game Everyone wants to play".

7.     Discuss the message being conveyed.

The message uses the deer which is the animal that you're hunting in the game. But in fact, even the deer is playing with the game although it was the hunted animals in the game. This shows that how interesting and attractive the game is.

8.     Who does the message appeal to?

The message appeal to the gamers. Besides that, people that want to spend their leisure time wisely, appeal to people who are actually looking for entertainment fun.

9.     What is the desired communication outcome

The desired communication outcome would be increasing the product sales. Their product will be well known.

10. What other communication channel is most effective?

For this advertisement, the most effective communication channel would be the social media/internet. As we know, the gamers are the people who like to stay at home, So I personally think that the most effective communication channel would be social media/internet. Besides that, having a direct advertising like roadshows or events would be one of the effective communication channel as well. Letting the gamers to have the first hand experienced instead of just watching the advertisement at home. Free trials samples or CD can be given to the consumers.  

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

The product is the game "New Cabela's Deer Hunting". Uses a deer as a hunter playing with the men.

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

The advertisement shows about the scenario of the game, the product, and the collaboration company.

13. What is not discussed about the product.?

The price of the product wasn't discussed in the advertisement.

14. What image is portrayed?

The game is fun where everyone wants to play it, even the animals.

15. Is it true to life or puffery?

The advertisement is puffery, this is because a deer wouldn't know how to play a video game.

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

The advertisement contain a bit of sense of humour.

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

In the advertisement, We can see a man and a deer.

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

The mood of the ad is very warm, very persuasive, colours used are good. The music played is nice and very  comfortable. Overall gives a Christmas feeling

19.  Is the ad memorable?

Yes. The ad is quite memorable.

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

For me personally, I won't buy the product. This is because I Don't play video games and I think the game is kind of like violence.

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

For this advertisement, I personally like the advertisement. Because this is one of a indirect way to approach to the customer, with the sense of humour it will get easier to approach to the customer or the gamers.

#5 Advertisement No.4 : Commercial Bank

Source: http://www.youtube.com/watch?v=jcs2mhJ_hOo

1.      Which of the nine types of advertising does the ad belong to? 

The advertisement is belongs to Direct Advertising. The viewers could get a immediate actions like get subscribe to Maybank2u System. Besides that, The advertisement is local advertising. Maybank2u only provides the banking service in Malaysia.   

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

This advertising includes a marketing role.The advertisement are promoting the newly introduce banking system to the society. Besides that, the advertisement also has a communication role. It uses a hard-sell approaches that use reason to persuade consumers. Informing the audience or the society about the new banking system.

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

The advertisement basically wants to  inform the audience to  know about their latest Maybank2u plan.The corporation wants the audience to get subscribe to their new banking system.

4.     Who is the target audience?

The target audience for this advertisement mainly would be Maybank user. Besides that, the secondary audience would be to the public.

5.     What are the target audience’s needs, concerns and interests?

The target audience are actually concerning about advantages and the privileges that they could have for the bank.  They're interested to know about the newly introduce Maybank online banking system. 

6.     What is the message?

The message is to market their new digital banking in Malaysia. As stated in the advertisement, Maybank2u was the first online banking system in Malaysia. 

7.     Discuss the message being conveyed.

The advertisement actually brings out all the advantages and given examples like, Instant Payments, Enjoy Exclusive Deals Online.

8.     Who does the message appeal to?

The message appeal to the white collars and family, Parents.

9.     What is the desired communication outcome

The company would want the audience to actually be aware of the Maybank2u Plan and want them to sign up for it. 

10. What other communication channel is most effective?

For this advertisement, the advertiser should use Broadcasting TV to advertise their advertisement. This is because most of the audience would spend their time watching television.

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

The advertisement uses a hard indirect approach to promote their newly Introduce Digital Banking. The advertisement  uses normal routine like watching shows in cinema, shopping and buying automotive. 

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

The  advertisement shows the Malaysian culture, shows the privilege that the consumer would have. 

13. What is not discussed about the product.?

The advertisement didn't not talk about the procedure using the Digital Banking. Besides that, the advertisement did not specify about what exact privileges they could get for the subscribers. 

14. What image is portrayed?

The image of the company is portrayed as a very innovative and very advanced company. This is because they are the first bank using digital banking in Malaysia. The bank will eventually gain reputation and image for the company. 

15. Is it true to life or puffery?

It is true life that if they subscribed to the Digital Banking, the subscribers would be more convenient to settle their banking or financial issues.  

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

The ad is a slice-of-life. Because it is true for Malaysian Culture. In Malaysia context, Malaysian do like privilege and like to get things done faster if they're given a choice. They would subscribed to  the digital banking in order to quicken the process or get things done more effectively and efficiently.

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

In the advertisement, the uses three different people to portray different group of people like the youngster, the shopaholic, and the succeeder, which are the target audience of the whole digital banking system.

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

The mood of the advertisement is actually very good, it gives a clear cut of the advertisement. Short and simple. Shows the importance and the main message of the whole advertisement. 

19.  Is the ad memorable?

No. The advertisement wasn't very memorable for me or gives a very impressive impact on me. It is not a very impressive or attractive advertisement for a banking corporation. I've seen better ones.

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

I would use the product , this is because by using this product, I would get a lot of privileges when I'm using it. Besides that, there's a possible chance that I don't have to spend so much time lining up in the bank just to settle the banking issues.

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

Personally,I don't really like the advertisement. The information conveyed wasn't very clear. The advertisement didn't give a very clear direction to the audience.