IMC with PLC in 0317 tutorial lesson

IMC- integrated marketing communication

PLC - Product life cycle


Marketing Mix: 4Ps
http://www.provenmodels.com/13/four-principles-of-the-marketing-mix/mccarthy

1. product: select the tangible and intangible benefits of the product
2. price: determine an appropriate product pricing structure
3. promotion: create awareness of the product among the target audience
4. place: make the product available to the customer

Promotional Mix: A P P S

Today we have the rich lesson in marketing knowledge, and learned how to application the rules in our project.

SexY Style Print ads- Lentheric

"Up your game"

This series of print ads come from the brand-Lentheric, which is the same high-end and sexy brand in my last post. In the adverts, the directors try to use contrast and denotation to promote their products with sexy ladies. In fact, the sexy babies are really attractive but i think the metaphor is not used quite smart to associate with the tagline: UP your game which i like.

Advertising Agency: Bester Burke, Cape Town, South Africa
Executive Creative Director: Stephen Burke
Art Director: Riaan van Wyk
Copywriter: Jed Dawson

SexY and high-end Paris Style

The website of Lentheric: http://www.lentheric.com/
You can feel the stylish and paris taste through the TVC and her website.

For some expensive goods, we always target the audience as upper-class income group.But it is difficult for us, the students to understand the luxury lifestyle. Therefore we should learn the styling from other high fashion brands or related and successful advertising.

Creative Cover design

t oo n d a
This cover design can be customized by the buyer freely. I like this variety of owning my unique book cover. That idea can apply in designing personal notebook, sketch book and journal ... Also it implies designing the label or stick objects in production of personal notebook is good. It is because that offers the free matching and personal design for the users to build their style of these kind of personal books.

Design make playing become learning

" LEGO serious play" For Business

LEGO SERIOUS PLAY is an innovative, experiential process designed to enhance innovation and business performance. Based on research that shows that this kind of hands-on, minds-on learning produces a deeper, more meaningful understanding of the world and its possibilities, LEGO SERIOUS PLAY deepens the reflection process and supports an effective dialogue - for everyone in the organization.

These series of LEGO toys have 4 main purposes:

1.Strategy development and exploration
Examine and evaluate relations to external partners and clients.
2.Organizational development
For management, teams and individual employees.
3.Innovation and product development
Unleash creative thinking and transform ideas into concrete concepts.
4.Change management
Facilitate and implement structural changes and mergers.

I love the creative and competitive idea of this set of construction toys from LEGO, but I think the name is not good to show the relax and playful association. In the view of the officers, they may want to learn from more interesting and challenging playing.

CMYK net dots

Book Title: "好色感 配色法則 "

This picture clearly showed that how the composition of the CMYK dots become the net and zoom out to be the image in printing materials. The rules of displaying the color in CMYK is totally different with RGB. As Vincie mentioned in the last lesson, if you don't want to the printing color is the net model, you can choose to use "Spot color" which is more sharp and filled in flat way . The only matter is the higher cost.

Famous Speech from Leo Burnett

This speech was delivered by Leo Burnett at a meeting of the entire Chicago Burnett office on December 1, 1967. 'When to take my name off the door' is the best speech in the whole life of Leo Burnett. Moreover, this is one of the touched speech ,recommended by ECD Connie Lo. If you hope to work in Leo Burnett Advertising agency, you have to watch this video for reference.

To read the draft of speech , you can search from Google where offers the relevant sources.

Advertising Mottos

Sources from:http://ad101hk.blogspot.com/

Cloude c. Hopkins: "My life in Advertising and scientific Advertising"

「年青人若能投入工作，就像參與自己熟悉的遊戲，那就是最精彩的事情！」
「我們並不能以一己之見去判斷大眾的反應…我們做廣告，應聽從公眾意見。」
「如果不了解普羅大眾的意見，便不能觸動他們。」
「成功的廣告人，並不是因為他受過高等教育，也不是因為他懂得包裝自己，而是因為他懂得激活普羅大眾的心情。」
「廣告有兩大弊端，一是誇張，二是自私。」
「新問題需要新經驗，當發現不當之處，就應該馬上糾正。」
「廣告不錯是要富有吸引力，但廣告不是只為娛樂，而是用來推銷產品，而且成本要越平越好。」
「廣告的唯一目的便是爭取銷售額，廣告公司是否賺錢，在於廣告能否帶起銷量。」
「要用推銷員的標準，而非有趣程度去衡量一支廣告。」

In the forward of the book, David Ogvily wrote:

「一句好的headline，令原來5倍的效果增加到10倍，這是很普遍的事情。」
「簡潔的廣告並不必費神去解畫，那個廣告只要能貫穿消費者的前後思路，便足以構成一個完整的故事。」
「很多copywriter都忘記了自己推銷員的角色，以為自己是創作演員。他們不重視銷售成績，卻只顧追求掌聲。」

I recorded these mottos because of that studying in advertising doesnt only to learn the skills or aesthetic sense in design, but more important is the value and attitude of treating advertising.

An Advertising Book Recommendation

Book- " How to get the job in advertising"

This book has two obviously attractive point to me. One is the affective book title; Other one is the short video on the book cover which in the homepage of its website (showed on the above).

I find the format of display the short video is chic although it may not be the new idea.
Also I like the book content which are totally on the view of the design students; the author understand our worries and hopes. Those are why i recommend this book to all you.

See more from: http://daveholloway.net/home.html

NY School of Visual Art : " THINK "

Agency: KNARF New York, USA

Creative Director: Frank Anselmo

Art Directors: Jeseok Yi, Frank Anselmo

Copywriters: Frank Anselmo, Jeseok Yi

Photographer: Billy Siegrist

This is the small advertising campaign to recall people to “Think” in everywhere and everytime. The grapic design of the ad items also give them a place to write down their thoughts instantly. I like the rolled tissue idea most, how about you?

The idea is simple and clear but meaningful.

The period table of typeface

The above table showed 100 famous typeface in the world, and the top 30 typefaces are all designers should know. ha~ Any kind we know yet?

I think the table is interesting in visual, and also meaningful in mind.
This idea combined two complex issues into one symbolic graphic which is a good inspiration for us.

Sources from: Ivan's blog http://creativebits.org/blog/2

An Interactive Design 08: "Audience"

Royal Opera House: Audience. from rAndom International on Vimeo.

In this modern day, design is not only for appreciation or use.
We need interaction!
We all want to join in a perfect design to enjoy the experience.

The above design is called "Audience" a recent installation at the Royal Opera House (2008-11)that starts to look at the behaviour of objects. With Audience they intended to take interaction with and reaction to technology away from the screen or media wall and introduce it into a physical, three dimensional space, hoping to establish a different kind of relationship between viewer and technology.

Publishing technology- 0311 tutorial lesson

In today lesson, we have learned some basic information about colors, papers and printing. These are the important elements to affect our print-out design.Sometimes our graphic design are quite simple and non exquisite, but if we can porperly match up with paper and printing effect, those artwork can also become singenious. I think the most significant point for using fine paper and printing effect is their texture and feeling. That's like the handicrafts often are stylish and special.

The below is my intial research for today topic:

"New Universal Paper Co."(China, Taiwan, South Korea)
a distributor of paper, more than half a century old paper firms in Hong Kong, all over the world of big well-known agent of the quality brand of paper mills by users.

The paper product list:
·牛皮纸 /卷烟纸 /光膜花盒

金銀卡紙 /·纸餐具 /硅藻土过滤板

化妆盒 / 复印纸 / 汁碟

高档单面涂布白板纸 / 彩色打字纸 /·纸巾

“卡宝威”白卡 /·供静电复印纸 /单面光白牛皮纸

软木纸/供应专利产品--磁性剪纸--寿

·长方纸盒 /大号透明纸巾盒

http://newuniversalpaper.com/index.html

I want to let us know more about the type of paper products that a paper company offers normally through showing the product list.