UNIVERSITI TUN HUSSEIN ONN MALAYSIA

FACULTY OF CIVIL AND ENVIRONMENTAL ENGINEERING

BFC 23702CREATIVITY & INNOVATION

SEMESTER 1 2012/2013

PAIR WORK ASSIGNMENT (10 %)

BRIEF

1. Work in pair (2 students).

2. Create a new broadcasting advertisement for television via your creative identity.
3. Present the video in class and explain the elements of CREATIVITY in your clip.
4. Prepare individual report according your assignment (not more than 10 pages).
5. Power Point Presentation : Week 2 week 5 (send by email Facebook).

- max. to 10-15 min./group

Submission:
REPORT (Report Writing during presentation)

a. Report content :
b. Cover
c. Content title, page
d. Pair profile (individual photo)
e. Introduction of the product choice, history, types, tagline etc
f. Creativity on advertisement : Objectives advertisement, target market, video images,
strategies and strength, story line, message, concept/theme, brand awareness, buying
motivation, appeal techniques etc
g. Conclusion

Q & A session :
Refer to benefits from the advertisement,
1. Do you think there is any values part of awareness on the target audience? where..
2. Who will buy this product ?
3. What makes this advertisement is interesting/creative? Why..
4. How this advertisement is demonstrated the theme? Why or why not?..
5. Would someone be likely to believe this advertisement until motivated to purchase it ?
Why or why not? ..
6. Do you agree with this advertisement? Why or why not?
7. Do we need to have additional improvement ?? Why or why not?
8. What kind of creative appeal techniques used in this advertisement? example : Positive,
Negative, Factual, Comparative, Humorous, Emotional, Sexual, Lifestyle
9. and How will the message/storyline be communicated to the target audience?

if necessary...
10. How might some people understand this advertisement differently from others? Would all
viewers agree on what was being advertised and the purpose of the ad?
11. What has been included or left out of the advertisement ?
12. Why would the advertisements creators or the product makers have the need to be
biased in their advertisement ?
Notes - ADVERTISEMENT

Introduction

There are several reasons for advertising, some of which are as follows:
Increasing the sales of the product/service.
Creating and maintaining a brand identity or brand image.
Communicating a change in the existing product line.
Introduction of a new product or service.
Increasing the buzz-value of the brand or the company.
1. Commercial advertisers often seek to generate increased consumption of their products
or services through "Branding," which involves the repetition of an image or product name
in an effort to associate certain qualities with the brand in the minds of consumers.
2. Non-commercial advertisers who spend money to advertise items other than a
consumer product or service include political parties, interest groups, religious
organizations and governmental agencies.

The types of advertising are namely brand advertising, retail or local advertising, political
advertising, directory advertising, direct-response advertising, business-to-business advertising,
institutional advertising, public service advertising and interactive advertising.

Types of brand names - classified

Brand names come in many styles. A few include:

Acronym: A name made of initials such as UPS or IBM
Descriptive: Names that describe a product benefit or function like Whole Foods or Airbus
Alliteration and rhyme: Names that are fun to say and stick in the mind like Reese's Pieces or
Dunkin' Donuts
Evocative: Names that evoke a relevant vivid image like Amazon or Crest
Neologisms: Completely made-up words like Wii or Kodak
Foreign word: Adoption of a word from another language like Volvo or Samsung
Founders' names: Using the names of real people,and founder's name like Hewlett-Packard or
Disney
Geography: Many brands are named for regions and landmarks like Cisco and Fuji Film
Personification: Many brands take their names from myth like Nike or from the minds of ad
execs like Betty Crocker

The act of associating a product or service with a brand has become part of pop culture. Most
products have some kind of brand identity, from common table salt to designer jeans. A
brandnomer is a brand name that has colloquially become a generic term for a product or service,
such as Band-Aid or Kleenex, which are often used to describe any brand of adhesive bandage
or any brand of facial tissue respectively.
PAIRWORK PROJECT MATERIALS

Advertisement products classified

Industry Subsector Sectors SECTION

Automobiles & Parts Automobiles
Auto Parts 1
Tires
Food & Beverage Beverages
Brewers
Distillers & Vintners
Soft Drinks 2
Food Producers
Farming & Fishing
Food Products
Personal & Household Household Goods & Home
Goods Construction
CONSUMER GOODS Durable Household Products
Nondurable Household 3/4
Products
Furnishings
Home Construction
Leisure Goods Consumer Electronics
Recreational Products 5
Toys
Personal Goods Clothing & Accessories
Footwear
Personal Products 6
Tobacco Tobacco

Fixed Line
Telecommunications
TELECOMMUNICATIONS 7
Mobile
Telecommunications
Electricity Conventional Electricity
Alternative Electricity
UTILITIES 8
Gas, Water & Gas Distribution Multiutilities
Multiutilities Water
Software & Computer Computer Services Internet
Services Software
Technology Hardware &
Equipment
TECHNOLOGY 9
Computer Hardware Electronic Office Equipment
Semiconductors
Telecommunications
Equipment
CONSUMER SERVICES Travel & Leisure
Airlines
Gambling
Hotels 10
Recreational Services
Restaurants & Bars
Travel & Tourism
GROUP WORK PROJECT (65 %)

BRIEF
Step 1
1. Work in a group (min 5 students : 2:3 male & female, various background).
2. Each group should appoint a Project Manager & Secretary
Step 2
3. Gather the problems which are related to your life/engineering filed (i.e. 3 problems/ per
student, 3x5 = 15 problems/ per group),
4. All the problems must be accompanied with technical solutions.
5. Discus and highlight the most critical problem.
6. Problem should be solved using FILA table (FACT> IDEA> LEARNING ISSUES >
ACTION) and be submitted in a group.

Step 3
7. All ideas of problem solving should be through the CPS tools/techniques.
8. By using BRAINSTORMING, MIND MAPPING, etc... ask student to sketch the ideas of
their product that will be produced ( 3 ideas x 5 = 15 ideas).
9. Each idea should be presented by student in a group and Q & A session (why, where,
how, when...)
10. Through the decision making discussion, choose the best ideas among the best that
have been illustrated.
11. Design and produce a model, a replica or a graphic of the new invention.
12. Lastly, discuss about production process (material, size, testing, etc..)

Step 4
13. Ask student to make advertisement process regarding their product
VIDEO/POSTER/Power Point Presentation.
14. Submission will be held in a class period on Week 10 week 13

Prepare materials to be orally presented (max. to 20 minutes).

(PowerPoint Slide + Model + Poster + Video)

Submission:
REPORT + CD (Slide presentation/power point + Video Advertisement + Report Writing +
POSTER = during presentation)
PROJECT REPORT

Creativity/Innovation on report product :

a. Write a report on your invention. Your report should include a brief write up to introduce
your new invention in terms of its functions, description and instructions on how to use it.
b. Include the Creative Problem Solving process that you went through in order to produce
the invention in your report. The process should include how you use the tools to
generate and evaluate ideas.

Report Format

1.0 COVER
2.0 Introduction
2.1 Profile of group member + photo
2.2 Name + Logo of group
2.3 Tagline of product.
3.0 Problem Statement
3.1 Background
3.2 Research (FILA table, comparative study, weaknesses, etc..)
4.0 Idea Generation
4.1 Development (sketches, idea combination processed, etc ..)
5.0 Solution
5.1 Existing Solution
5.2 The Invention
5.3 The Features
5.4 The Functions
6.0 Conclusion

References

Appendices (Including the CPS Process)