FACULTY OF DESIGN DESIGN COMMUNICATION

Student Name: Valenisha Student ID: 13660 Class: BAACN5A

BA (HONS) Design Communication Advertising Communication

Statement of Intent

Final Major Project Negotiated Brief

B-DC302 Professional Practice: Negotiated Research Portfolio Advertising communication (40 credits) Project Title: Background: Integrated Campaign: Teenage In todays context, there are various advertising strategies that we can embed into an advertisement. In the midst of ads clutter, Social Networking has been expanding. Many advertisers are unaware that people pay less attention to traditional media nowadays, since there are way too many messages around. Rather than spending the extra cash on creating physical ads that will get lost in the sea of ads clutter, advertisers should rely on the more practical platforms. It is obvious that the usage of Social networking platforms enable us to reach out to a lot of people, and this is very useful when planning for a campaign or ads. It is time for us to let go of traditional media and explore the digital, online media. By making use of interactive demonstrative advertisement, brands can display a products Single-Minded Proposition in a unique, engaging way that make consumers remember it. Moreover, online advertisements not only reach out to larger group of people; it creates a personal relationship between a brand and a person as well. Advertisers can keep consumers updated without having to worry about time and money, since messages can be delivered almost right away as soon as it is posted online. Editing information, posting up news, etc can also be done within less than an hour; since it is available live and information can be accessed anytime. Consumers are now also able to voice out their opinion and speak out in the community, having the image that brands are more approachable and friendly. Branding is now no longer a one-way thing, as consumers are looking for more interactive and engaging relationship. There are also advantages in using the Social Networking Platforms: online advertisements are able to get viral within one night. As a lot of people use the platforms, word -of-mouth spread way faster in comparison to people spreading the words in real life. It is in human nature that we trusts the word of our friends or family a lot, and therefore relying on Social Networking Platforms and its ability to share will make a good strategy to spread brands messages around. Design Issue Statement In the midst of ads clutter, it is more practical to save up on advertising costs while still reaching out to target audience. Traditional media is no longer effective while online advertisements, which rely on Social Networking Platforms, have been expanding lately. Hence, there is a need for advertisers to look into applying these pointers into a better marketing strategy. Design Hypothesis Statement In order to reach out to larger target audience without wasting unnecessary amount of time and money, brands can make use of interactive online advertisements to stand out and capture target audiences attention despite the online ads clutter. By making use of Social Networking Platforms and emotional trigger to create impact on each individual, a powerful demonstration strategy can be applied for better brand positioning and profits while creating a special relationship between brands and the consumers. Background of the brand chosen: Teenage magazine is published by Key Editions Pte Ltd. It has been around since 1988 until present time. It is pretty popular among the teens, especially with its counseling section titled 'Dear Kelly'. The issues basically cover all the hypes and happenings that interest teenagers, such as latest kpop events, various fashion and counseling advices that concern teenagers, and the magazine also encourage youths to share their thoughts and stories. Possible competitors will be Seventeen and Teens.

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Objectives:

The research conducted will provide an insight to advertisers out there about Online Advertising methods, as well as Social Networking Platforms and its advantages, and how to apply them into the campaign in order to make it powerful and effective for the target audience. Therefore, the hypothesis will be able to support the campaign for the brand, making the brand be in better position and image from before.

Brand objectives: To visually show a relatable scenario that trigger viewers understanding about the importance of products role in audiences lives and to create awareness about how serious teenagers problems can be. To deliver the message that Teenage will always be there for the audience. Primary Target Audience: AGE: 13-20 years old GENDER: Female / Male OCCUPATION: Students / Part-timers This group of people can relate to the magazine as the insight of the magazine is within the zone of their age, interest, and life.

Target Audience:

Secondary Target Audience: AGE: 20-30 years old GENDER: Female / Male OCCUPATION: Tertiary students / office worker / people who need to keep up with the latest teenagers trend as it is related to their occupation in a way; such as designers, teachers, school counsellors / parents who have no idea on how to deal with their children in his/her adolescent state. Teenage helps adults understand teenagers better, and at the same time make them relive their youthful memories. Youthful and slightly rebellious Emotional, slightly sad There are a lot of broken families in Singapore. With the help of Teenage magazine, parents can learn pointers about what their daughters and sons might be feeling or going through, and the teenagers themselves will be able to voice out their woes and lear n from others stories. With the help of the hypothesis of this study and the platforms chosen, the campaign can be meaningfully delivered to the youths and public. Not only that the users / readers benefit, this will also help strengthening brands identi ty and positioning. Designed outcomes of an integrated campaign: A demonstration video consisting: 1. First platform: Web-banner that redirects to microsite. 2. Second platform: A series of YouTube ads (less than 30 seconds) that redirects to Microsite. 3. Third platform: A Microsite linked to the main Teenage website.

Unique Selling Point: Tone and Manner: Reason to believe:

Project Deliverables:

FACULTY OF DESIGN DESIGN COMMUNICATION

Bibliography or References:

Teenage Magazine | Facebook. 2012. Teenage Magazine | Facebook. [ONLINE] Available at: http://www.facebook.com/TheOfficialTeenageMagazine. [Accessed 11 October 2012]. Teenage Magazine. 2012. Teenage Magazine. [ONLINE] Available at: http://www.teenage.com.sg/Teenage.Web/HomePage/Content.aspx?key=Market-Place. [Accessed 11 October 2012]. Depression - Singapore Health Hospitals and Doctors. 2012. Depression - Singapore Health Hospitals and Doctors. [ONLINE] Available at: http://www.singhealth.com.sg/PatientCare/ConditionsAndTreatments/Pages/Depression. aspx. [Accessed 11 October 2012]. Wei Ker-Chiah, Dr., N.A. Depression. Depression, [Online]. 1, 20. Available at: http://www.cfps.org.sg/sfp/37/374supp2/seminars_speakers_ppts/Unit3%20WeiKerChiah.pdf [Accessed 11 October 2012]. Depression rates higher in wealthy countries, study finds - Yahoo! News Singapore. 2012. Depression rates higher in wealthy countries, study finds - Yahoo! News Singapore. [ONLINE] Available at: http://sg.news.yahoo.com/depression-rates-higherwealthy-countries-study-finds-145656939.html. [Accessed 12 October 2012]./ Nanyang Business School, Nanyang Technological University, Singapore, Wu Yuan, Chia Lee Lee, Lee Shin Yng and Lee Yueh Wun, 2010. FACTORS AFFECTING ADOLESCENT DELINQUENCY IN SINGAPORE. N.A, 1, 33.

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Lecturers signature: Date:

Students signature Date: 23 November 2012