Product/Brand: Black XS for Ladies by Paco Robanne
Radio: Radio ad (A woman sprays the perfume once and sensually whispers "Black XS for Ladies by Paco Robanne")
TV: A TV ad. Product placement. Promoting it through a tv show.
Mobile phones: Planning something out with Maxis or any other service provider. The service provider can text out promotions to its subscribers.
Pamphlet: Have the product's information on a pamphlet, including where to buy it, distribute at high-end shopping malls. Have a brief story on how the scent came about - to pique interest in readers - creativity. Sample
Newspaper: Perfume sample.
Billboards: Scarlett Johansson to promote the perfume. She's tangled in vines with her back facing us. She glances at the perfume which is on her left shoulder.
Most desirable distribution mode: TV. Billboard would've been first choice but I concluded that via tv a larger audience can be reached. Especially women. TV is still the most used medium.
Least desirable distribution mode: Mobile phones. It doesn't do anything for a product like perfume. There is no interaction w the audience. Perfumes are best marketed in a creative way because it is small and the market is saturated. The audience want to see the perfume, smell the perfume etc.
Communication advantages & disadvantages for most & least: Phones do not provide any interaction w the audience. TV reaches a large audience. TV also allows the audience to understand the product most. Billboards may act as a reminder to the audience - eg: When someone sees the product on a billboard, they will be reminded of the ad they saw on TV. Newspapers may also act as a reminder.
Sunday, January 29, 2012
Tuesday, January 17, 2012
How Does Audience Equal Profit?
What is profitable: Southeast Asian context
Love/Drama
Mass Media audience:
Yes. This genre of films is profitable to the mass media audience in Southeast Asia and it's been proven. Southeast Asians love romantic comedy or anything that's a good love story. A few examples are My Sassy Girl, Ombak Rindu, Pasrah, Maria Mariana, and 200 Pound Beauty.
Demographic:
We have a few main demographics in Southeast Asia like Philipino, Thai, Malaysian, and Indonesian. All these demographics have shown lots of interest in Love/Drama based films.
Psychographic:
Asians are known to be more soft-hearted, gentle, and lovely in general, especially when compared to Americans. Asians are also more family-oriented and have a more serious attitude towards romantic relationships compared to the people in the West.
Distribution system:
Astro, the Malaysian satellite television, has innovated the way people watch local and international films. Its latest innovation is "Astro First" which gives the option for viewers to watch blockbusters in the comfort of their home. There are also many shopping complexes that house cinemas where movie-goers are able to view movies newly released. DVD distribution is also popular in Southeast Asia & Blu-ray is slowly gaining followers.
Love/Drama
Mass Media audience:
Yes. This genre of films is profitable to the mass media audience in Southeast Asia and it's been proven. Southeast Asians love romantic comedy or anything that's a good love story. A few examples are My Sassy Girl, Ombak Rindu, Pasrah, Maria Mariana, and 200 Pound Beauty.
Demographic:
We have a few main demographics in Southeast Asia like Philipino, Thai, Malaysian, and Indonesian. All these demographics have shown lots of interest in Love/Drama based films.
Psychographic:
Asians are known to be more soft-hearted, gentle, and lovely in general, especially when compared to Americans. Asians are also more family-oriented and have a more serious attitude towards romantic relationships compared to the people in the West.
Distribution system:
Astro, the Malaysian satellite television, has innovated the way people watch local and international films. Its latest innovation is "Astro First" which gives the option for viewers to watch blockbusters in the comfort of their home. There are also many shopping complexes that house cinemas where movie-goers are able to view movies newly released. DVD distribution is also popular in Southeast Asia & Blu-ray is slowly gaining followers.
My Own Character
I come from a family where I am the eldest of 4 and whose mother is a Homemaker and father is a Businessman working in the IT field. I've lived in Malaysia my entire life and my mother too, but my father lived in Singapore for a few years when he was a toddler.
My childhood was great, with a bit of traveling involved. I've been to London, Perth, Sydney, Melbourne, Istanbul, and Singapore. I come from a very close-knit family - When I was younger my family and I would come together and just spend some quality time together. Usually, this would occur at my grandparents' where my cousins and I would enjoy some play-time. Now we are much older and some of us are either studying abroad or working.
Family conditions At the moment I am studying at HELP University where I am a 2nd year student, my sister is studying a foundation in Political Science in UK, my younger brother is in highschool and so is my youngest sister. Both study at Sri Kuala Lumpur. My mother is a Homemaker whereas my father brings home the bread. My father works as a Businessman.
Three experiences making the most impression on me were
1. When I studied in Melbourne, I was very taken aback by how kind people there were. I made a lot of Australian friends and up til now I have not met people as nice as them.
2. I went through a hard time two years ago involving studies and other fundamentals in a teenager's life. I learned that not everyone has got their best interest in you. I also learned that some people - despite being treated with utmost kindness - will not treat you with the same attitude.
3. In reference to Experience no 2., my parents have always stuck by me. I have done many things in the past to disappoint them, but they have never left my side, and they've always supported me. My parents were the ones who showed me what unconditional love was. :)
Ten most important given circumstances are
1. One's current emotional state
2. The family one is born into
3. One's experience with love
4.
5. The country that one grew up in
6. The situation of the country that one lives in
7.
8.
9.
10.
Five most powerful members of my audience would be
My childhood was great, with a bit of traveling involved. I've been to London, Perth, Sydney, Melbourne, Istanbul, and Singapore. I come from a very close-knit family - When I was younger my family and I would come together and just spend some quality time together. Usually, this would occur at my grandparents' where my cousins and I would enjoy some play-time. Now we are much older and some of us are either studying abroad or working.
Family conditions At the moment I am studying at HELP University where I am a 2nd year student, my sister is studying a foundation in Political Science in UK, my younger brother is in highschool and so is my youngest sister. Both study at Sri Kuala Lumpur. My mother is a Homemaker whereas my father brings home the bread. My father works as a Businessman.
Three experiences making the most impression on me were
1. When I studied in Melbourne, I was very taken aback by how kind people there were. I made a lot of Australian friends and up til now I have not met people as nice as them.
2. I went through a hard time two years ago involving studies and other fundamentals in a teenager's life. I learned that not everyone has got their best interest in you. I also learned that some people - despite being treated with utmost kindness - will not treat you with the same attitude.
3. In reference to Experience no 2., my parents have always stuck by me. I have done many things in the past to disappoint them, but they have never left my side, and they've always supported me. My parents were the ones who showed me what unconditional love was. :)
Ten most important given circumstances are
1. One's current emotional state
2. The family one is born into
3. One's experience with love
4.
5. The country that one grew up in
6. The situation of the country that one lives in
7.
8.
9.
10.
Five most powerful members of my audience would be
Reflection
Why you are in this class?
Firstly, I chose Media Studies as my major because unlike PR and Marketing Communication, broadcast has been an interest of mine for a very long time. I love broadcast because I love traveling, meeting new people, and talking. I also love sharing stories - I think this was my main motivation for pursuing broadcast.
Interests?
I do many things, like sing, write poems (whenever inspiration knocks on my door), eat something new when the opportunity comes (or eat what I already like whenever I like lol), & of course.. drink good beer. :)
Dreams?
The best thing that could happen to me is to sing on a professional level. I live for the music..
Aspirations?
To live in a mansion, to drive a Lamborghini, and to improve as many lives as possible.
Firstly, I chose Media Studies as my major because unlike PR and Marketing Communication, broadcast has been an interest of mine for a very long time. I love broadcast because I love traveling, meeting new people, and talking. I also love sharing stories - I think this was my main motivation for pursuing broadcast.
Interests?
I do many things, like sing, write poems (whenever inspiration knocks on my door), eat something new when the opportunity comes (or eat what I already like whenever I like lol), & of course.. drink good beer. :)
Dreams?
The best thing that could happen to me is to sing on a professional level. I live for the music..
Aspirations?
To live in a mansion, to drive a Lamborghini, and to improve as many lives as possible.
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