Comprehension: Tutorial Questions - Class (5/11/12)

1. Identify and explain with relevant examples, the four main roles of the internet.

i) Economic role:
In a simple word, 'monetizing'. The economic role serves as a means of monetizing the internet through the usage of advertising. Every single action you take whilst surfing the net generates income for someone else, all at the click of a mouse. From pay per click advertising (when clicking a highlighted hyperlink), cost per impression advertising (those annoying yet sometimes used pop-ups) and the most ubiquitous method of all, banner advertising that you see sprawled practically in every single site and page.

ii) Information role:
With the invention of the World Wide Web (often mistaken as the Internet itself), information became the forte of the net. Search engines are made indispensable and online sharing is a global phenomenon. Traffic sources on the internet outnumber real world trade 10,000 to 1 in terms of data and information transfers. Regardless be it legitimate, pirated, academic or just for knowledge purposes, the Internet is the number one source people turn to, as searched by Google itself.

iii) Entertainment role:
This role is rather self explanatory. Since the availability for users to post pictures and videos on the net, entertainment became one of the primary functions of the internet. Truly, communicational theories relating to the usage of the net as a diversion or withdrawal from boredom, sites such as YouTube, Veoh, Mefeedia, Vimeo and the list goes on have mushroomed and since taken over the entertainment industry.

iv) Social role: 
Society itself has practically been uploaded, installed and evolved on the net itself. Made possible by social networking sites, individuals are able to search out and integrate themselves with others of mutual interests via a click of a button. A sense of belonging is instilled and many nowadays seek acceptance in the virtual world. More often than not, this effect carries over into the real world, further giving validity to the impact the internet plays on society. It has come to a point, whether the line of the internet shapes society itself or society that shapes the internet has become blurred.




2. Explain the advantages and disadvantages of advertising on the internet.
(Obtained from tutorial lecture slides) Most concise explanation.

Advertising: Ad. Pitching - Class (5/11/12)

In conjunction with previous week's tutorial class "Advertising: Client Brief - Class (29/10/12)", an advertising idea and ad was asked of us to be drafted out. 

However before even considering production, this idea was then brought to our client for an 'Advertising-pitch' in order to sell our concept. If acceptance, producing it would then be viable.

The draft of our idea was in the form of a script, giving the fundamentals to our concept involving video and audio. The resulted script is as shown below:

First-half (15 seconds):

Second-half (15 seconds):

      Overall, this is but a short, yet complete script for a 30-second TV ad. and shows a progression for transitioning into the next phase of an advertising campaign. 

Advertising: Client Brief - Class (29/10/12)

In any advertising campaign, idea briefs are a key component in persuading and gaining the feedback of advertising agency clients on whether ideas are valid, viable and/or approved.

It is in this stage that both the advertising department/agency and the client can come to a standpoint on the direction a particular advertising campaign is headed and whether it is on the right track.

For this case study, a client-brief is given to the Softdrinks & Beverages tycoon, Coca-Cola Company.

The brief is done for the client whom gave an inquiry to our advertising agency in regards to 10 questions in relation to our advertising efforts

The brief, in summary is as shown:

  





























For further elaboration and visual purposes, an actual presentation slide-work is presented to give an insight on how an idea-pitching brief might look like:

Client: The Coca-Cola Company
Agency: Back-to-Basics Inc.
Product: Vanilla Coke  

A&D Coca-Cola Tutorial Class on Prezi

Advertising & The Range of Effects - Class (8/10/12)

Advertising is a form of marketing communication. Primarily utilized to encourage or persuade an audience (viewers, readers or listeners; sometimes a specific group) with the ultimate goal of driving consumer behavior.

Advertising can be, and is; used by anyone. From a primary schooler selling cookies, to multinational-conglomerates driving international businesses. 

No matter the user however, the effects derived or resulted from advertising can be cataloged into six primary aspects.

And in this case-study, an example of putting such advertising efforts into the framework is a multinational-corporation belonging to the automotive industry, Honda Motor Company, Ltd.

Once put into the framework, the tabulation is shown as follows;

 With all of the key components inserted, the effects ensued (both Internal & External to the company) are as follows;

In hindsight, this basic yet complete case study allows in brief, the substantiation of the range of effects brought about advertising efforts. In this case, as seen from a corporate point of view.

Cross-Cultural Consumer Behavior - Class (1/10/12)

Consumerism is as diverse as it can be centered. In cross-culture franchises, consumer behavior is varied and the effects are seen when customers are faced with choices.

This case study features a comparison between two franchises in the coffee-beverage services, taking localization and acculturation into context.

   Local Context:
   Starbucks Corporation (Localized/Malaysia)

General/Neutral Context:
The Coffee Bean & Tea Leaf (International)

These two companies can then be examined, analyzed and contrasted, through a framework that describes how consumer behavior is determined.  

Immediately, one can identify three key aspects which are Attributes(who), Processes(how) and most obvious, Income, all that ultimately lead to an outcome which is the 'Consumer behavior domains'.

Income remains fairly fixed in terms of diversity in influencing choices. Either you have the money, or you don't.
On the other hand, Attributes and Processes are interlinked and susceptible to modifications depending on acculturation (demographics, socio-graphics and such).

When put into the equation/framework, the resulted analysis is as such:

Missing from this equation, or rather not inserted on reason, are the mentioning of the products and services offered by the respective brands. The menu or merchandise of both retailers are pretty much omnipresent, what is tabulated is the resulted processes or outcomes from their wares. 

As shown and further explained below:

Both Starbucks and Coffee Bean have to each their own, an array of products and services. Consumer behavior domains are the end result of direct marketing and selling of those said products and services, to create the ultimate desired outcome, which is Brand Loyalty.

The ** is an indication in the analysis which poses a threat to that said loyalty. If that factor is present enough, the entire process of this framework can be re-initiated and a new outcome/ set of consumer domains, created.

Nevertheless, this is but a simple summary in analyzing cross-cultural consumer behaviorism.