Faculty of Accountancy, Finance & Business RMK- Bachelor of

Business (Honours) in Marketing

Year 3 Semester 2 Tutorial Group 1

Group Written Assignment

BBDT3284 Branding Building Advertising and Promotion

Marks
Name (Block Capital) Registration No. Signature
(For Lecturer / Tutor use)

1. CHAY YET TIAN 19WBR11840 YetTian

2. CARRINE WONG KAI
19WBR11913 Carrine
LYNN
3. WANG ZI LONG 19WBR11240 ZiLong
4. AGNES KHOR MING EN 19WBR11489 Agnes
5. SIEW JIA QIAN 19WBR12283 JiaQian
6. LEE YEE CHIN 19WBR12561 YeeChin

Lecturer/Tutor’s Name : Mr. Loh Tech Hua

Date of Submission : 28/3/2022

1
 APPENDIX E
FACULTY OF ACCOUNTANCY, FINANCE AND BUSINESS

COURSEWORK FEEDBACK FORM FOR WRITTEN REPORT

COURSE CODE/ COURSE TITLE: BBDT3284 BRAND BUILDING ADVERTISING &

PROMOTION
NAME OF STUDENT(s): ID No:
1) CHAY YET TIAN 19WBR11840
2) CARRINE WONG KAI LYNN 19WBR11913
3) WANG ZI LONG 19WBR11240
4) AGNES KHOR MING EN 19WBR11489
5) SIEW JIA QIAN 19WBR12283
6) LEE YEE CHIN 19WBR12561
PROGRAMME: RMK
YEAR OF STUDY: 3
ACADEMIC YEAR: 2021/2022
SEMESTER: 2
TUTORIAL CLASS: 1

GROUP NO: 2
NATURE OF COURSEWORK: (e.g
presentation, Q& A, individual/group
COURSEWORK NO: 2 assignment etc.) MARKS ALLOCATED:
76 /100
Group Assignment

COMMENTS :

Comments below.

Student’s Acknowledgement:

YetTian
Carrine Date:
Lecturer/Tutor’s Signature: Date:
ZiLong
28/3/2022 Loh Teck Hua
Agnes 19/4/2022
JiaQian
YeeChin

2
Note: This form must be submitted together with the assessment rubric and Turnitin report for the
coursework.

APPENDIX A
INDUSTRY-BASED PROJECT ASSESSMENT RUBRIC (100/50%)

Assessment
Excellent Good Average Poor Very poor
Criteria
(9-10)

● Important (7-8) (5-6) (3-4)

(1-2)
1.Executive
selling points
Summary (10) from the project. ● Some important ● Few important ● Minimal points
(Creative ads, ● Important
good media points from the points from the points from the mentioned.
(How to get the
managing director plan, on budget, project. project. project. ● Poor writing:
Good writing ● Standard ●
etc) Disorganised,
to approve your ● Incomprehen-
project and with moderate writing with standard writing sible or
provide funding). ● Interesting little selling that does not
selling copy. copy. irrelevant.
writing that hard sell.
sells the IBP
Plan.

(17-20)
(13-16) (1-4)
(9-12) (5-8)
● Strong
evidence* of ● Good evidence ● Some evidence ● Few evidence ● Minimal
2. Situational research into: - of research into: evidence of
Current of research into: of research into:
analysis (20) - Current research into: -
advertising - Current - Current
advertising Current
scenario and the advertising advertising
scenario and the advertising
(What a marketer trends. scenario and the scenario and the
trends. scenario and the
should know about
- Competitive trends. trends.
- Competitive trends.
the external
IBP analysis. - Competitive - Competitive
IBP - Competitive
environment
- The regulatory, IBP IBP
before they start analysis. IBP
social and analysis. analysis.
planning). - The analysis.
ethical - The - The
regulatory, - The
aspects. regulatory, regulatory,
social and regulatory,
social and social and
● (Ample ethical
ethical aspects. ethical aspects.
social and
text/journal aspects. ethical aspects.
references, etc)

3. Advertising
objectives, (9-10) (5-6)
(7-8) (3-4) (1-2)
segmentation,
targeting &
● Excellent ● Good SMART ● Average ● Inaccurate ● Irrelevant
positioning SMART SMART
strategies (10) objectives, objectives, objectives,
objectives, objectives,
segmentation, segmentation, segmentation,
segmentation, segmentation,
targeting & targeting & targeting &
(The why, when, targeting & targeting &
positioning positioning positioning
who, what & positioning positioning
strategies. strategies. strategies.
how before strategies. strategies.
planning).

3
 (25-30)
(19-24) (13-18)
(7-12)
● An outstanding
creative ● A good creative ● An average (1-6)
● Below average
4.Proposed IBP message message creative
creative
Plan (30) strategy that strategy that message ● Poor creative
message
addresses the addresses most strategy. message strategy.
strategy lacking
(Achieve issues. (40%) of the issues. ● Ordinary ● No evidence of
depth.
awareness, trial ● Highly creative ● Good creative creative and ad serious effort in
● Lack creative
and repeat (with cut (with cut concepts. ad development.
ad concepts –
purchase using a through) and through) and ● Common ● Poor choice of
copycat ideas.
combination of original ad original ad choice of promotional tools
● Choice of
relevant tools). concepts. (40%) concepts. promotional that is mostly
promotional
● An excellent ● A good choice tools that is irrelevant.
tools is run-of-
choice of of promotional partially
the-mill.
promotional tools. effective.
tools. (20%)

(17-20) (13-16) (5-8)

(9-12)
5. Proposed (1-4)
Media Plan (20) ● An intelligent
● A well devised ● A plan that does
plan that meets ● A plan that
plan that meets not meet most ● A plan that has
the required partly meets the
(Right media most of the of the required not met the
media metrics required media
choice that required media media metrics. required metrics
(frequency, metrics.
reaches the target metrics. ● Did not keep to in all major areas.
reach, etc.) ● Exceeded the
audience and on ● Keeps to the the budget ● Irrelevant
● Keeps to the budget by 10 –
budget). budget provided, budgeting.
budget 15%.
provided. >15%.
provided.

4
 (9-10)

● Excellent (3-4)
(5-6)
summary
6. Conclusion
(10)
covering all key (7-8)
● Average ● Weak summary (1-2)
points. (50%) with many
● Many new summary with
● Good summary important ● Poor summary
(Not just a learnings from some important
of the project. points missed. that is too
summary but new the project. Eg: ● points missed.
learnings
Many new
● Some new
● Very few new general.
An excellent learnings ● No new learnings
obtained from the learnings
marketing person mentioned. learnings mentioned.
project). is also required to mentioned and
although very
have some skill in mostly
standard.
copywriting and irrelevant.
visualizing.
(50%)

TOTAL
MARKS
(100/2)

5
Table of Contents

No Particular Page number

1.0 Situation Analysis 8

2.0 Advertising objectives, segmentation, targeting & 16

positioning strategies
3.0 Proposed IBP Plan 18

4.0 Proposed Media Plan 30

5.0 Promotion Plan 32

6.0 Conclusion 34

7.0 References 35

8.0 Turnitin 43

6
Executive summary

In this report we are assigned to create an advertisement for Tsubaki HairCare on a specific
product which is Tsubaki Shiseido Premium moist shampoo that contains precious Camelia oil
that can heal hair damages. We will first analyze what are the current advertising trends in order
to maximize the effectiveness of the advertisements.

The objective of this report is to create an advertisement and spread the advertisement with a
budget of RM909,277 in specific platforms to gain 50% more additional brand awareness in the
shampoo industry by the end of 2022. Moreover, we would also use RM588000 to run activities
such as hiring promoters, spokesperson and conducting PR activities to further spread awareness
of the brand and in the meantime selling the product.

Furthermore, we would create the advertisement based on 60% central route and 40% peripheral
route, as we would emphasize the unique selling proposition (USP) of the product which is the
Camellia flower oil in the shampoo. Moreover, we would also apply hard-sell elements with the
objective to encourage potential prospects to switch to Tsubaki. Other than that, we use social
anxiety elements as the peripheral advertising strategy to stimulate the consumer’s emotion to
change their behavior through induced anxiety to achieve the objective of attracting new
customers to buy the product.

In the media plan, we've carefully analyzed and applied the fundings into the proposed media
plan in order to achieve the optimized results. We are confident that the report can greatly help
Tsubaki to achieve the objectives. It is recommended that Tsubaki apply the contents of the
report in order to penetrate the brand in the Malaysia market.

7
1.0 Situational Analysis

1.1 Current advertising scenario and the trends.

a. Programmatic Advertising (AI)

The current trend of advertising includes Artificial Intelligence (AI) and Programmatic
Advertising. AI is also known as Machine Learning (ML), this technology is able to respond to
real-time data and analyze consumers behavior and patterns. This is because AI is able to
identify consumer trends and preferences with the data it collected better than humans ever
could. Moreover, AI saves the firm's cost and the job of media planning and it is supposed to be
more accurate than analysis done by humans (Advertising 2021).

b. Consumers In Control

With the emergence of premium subscription plans on social media and music streaming
platforms such as YouTube and Spotify, consumers can now choose to skip ads or to block them
completely by subscribing to their premium plans. According to a study by Magna, 65 percent of
YouTube users skip ads. The percentage rises to 84 percent when consumers watch videos
on-the-go through their mobile devices as they are concerned about their data usage (Adetula
2020). According to the infographic from GlobalWebIndex (McCue 2019), 48 percent of
consumers choose to block ads due to advertising clutter, 47 percent find the shown ads too
annoying and irrelevant; and 44 percent say the ads are too intrusive. Hence, more and more
consumers have chosen to pay subscription fees to upgrade to premium accounts in order to
block all pre-roll ads and this causes a problem for advertisers.

8
1.2 Competitive IBP analysis

We have identified Pantene and Loreal as Tsubaki’s most important competitors and we will
conduct a competitive IBP analysis for the two brands.

a. IBP Analysis for Pantene

In 2018, Pantene launched a brand building campaign in Malaysia themed ‘Wanita Besi’ which
is a Malay translation for ‘Strong is Beautiful’. The brand building campaign is targeted towards
women in Malaysia with the empowering message of encouraging women to stay strong, stay
beautiful and stay in sports (Quake 2018). In 2019, Pantene has continued its support for the
campaign by initiating a promotion event in social media platform as seen in Fitness First’s
official Facebook page to provide free 14 days gym access to people who have purchased
Pantene 3 Minute Miracle conditioner or Pantene Shampoos (refer to Figure 1).

Figure 1: ‘Pantene’s brand building promotion event launched on Facebook’

9
Moreover, Pantene has endorsed famous Malaysian celebrities such as singer Yuna and
gymnast Farah Ann to create advertisements for Pantene where they can be seen featured on
Pantene Malaysia’s official Youtube channel promoting the campaign Wanita Besi and also
Pantene shampoo and conditioner products (refer to Figure 2, Figure 3 & Figure 4)

Figure 2: ‘Celebrity Farah An promoting Wanita Besi campaign on YouTube’

10
 Figure 3: ‘Celebrity Yuna promoting Wanita Besi campaign on Youtube ’

Figure 4: ‘Celebrity Yuna promoting Pantene Shampoo & Conditioner on YouTube;

11
b. IBP Analysis for Loreal (Women of Worth)

In 2013, L’oreal Paris brought its world renowned Women of Worth (W.O.W) campaign to
Malaysia with the message of spreading a sense of self-worth towards Malaysian women (The
Star 2013). This brand building campaign has been supported by Loreal as they had initiated
several roadshow advertising programs in prominent malls of Malaysia where Loreal Elseve
shampoos can be seen featured in them (refer to Figure 6 & 7). The roadshows in the mall were
also supported by promotions where free gifts were given to customers upon purchasing a
certain amount (refer to Figure 8).

Figure 6: ‘L'oreal roadshow advertisement in Mid Valley featuring Elseve Shampoo’ (Norahs
2013)

12
 Figure 7: ‘L’oreal roadshow advertisement in Malaysia shopping mall’

Figure 8: ‘L’oreal roadshow with promotion in One Utama Shopping Mall’

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1.3 The regulatory, social and ethical aspects

a. Social Aspects

Offensive

All advertisements shall be decent. All advertisements must not contain or use any words,
speech or pictures, and etc that is likely to offends, insults, defames or otherwise devalues a
person or a group that may be based on, but not limited to race, ethnicity, religion, nationality,
gender, sexual orientation, physical or mental disability (Macomm Management Service SD
2004).

Additionally, advertisement should contain nothing that is likely to promote murder,

horrific scenes, terror, violence or anti-social behaviour (ASA Malaysia 2022).

As discussed in Section 1 (1.2) of ASA Malaysia (2022), the culture and identity of Malaysia
must be featured in the advertising to reflect the multi-racial character of the population
and adopt the philosophy of “RUKUN NEGARA”.

Stereotyping

In reference to ASA Malaysia (2022), all advertisements should respect the multi-cultural
ethnicity of Malaysia.

Furthermore, the part 2 (9) of CMCF Malaysia regulates the issue of stereotypes in advertising.
All advertisements should avoid and overcome gender discrimination portrayals. Economical
and emotional equality of both women and men and should be respected and portrayed in the
advertisement.

It is also discussed in Part 3 (7) of CMCF Malaysia, advertisements are prohibited to portray
women as sex object or to demean them in such manner. (Macomm Management Service SD
2004) .

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b. Ethical Aspects

Imitation

Section II (10) of the (ASA) Malaysia discusses the matter of imitation in advertising.
Advertisements that contain similar in general layout, copy, slogans, visual presentation,
music or sound effects of other advertisements are strictly not allowed. Advertisers should
take particular care in the packaging and labeling of the products to avoid confusion with
competing products.

Deception

All advertisements shall be honest and truthful. Advertisers should ensure that advertisements
do not exploit the lack of knowledge of consumers, misleading by inaccuracy, vague,
exaggeration, omission or otherwise manner (ASA Malaysia 2022).

c. Regulatory Aspects

Halal

According to NPRA Malaysia (2017), producers have the right to display the halal logo on their
notified cosmetic and pharmaceutical products, for both local and export market, provided that
the product has been certified and approved Halal by the Malaysia Department of Islamic
Development (Jabatan Kemajuan Islam Malaysia, JAKIM) or any Islamic authority recognized
by JAKIM.

Advertising Substantiation

Section III Part 8 of the (ASA) Malaysia (2022) particularly discusses the advertisements for hair
and scalp products. It is clearly stated that scientific evidence should be provided in the
advertisement for any form of trials conducted on people, for any claim that their product or
therapy can prevent baldness or slow down or prevent hair loss; stimulate or improve hair
growth; nourish hair roots; strengthen hair or improve its health as distinct from its appearance.

15
2.0 Advertising objective

Based on the media brief, one of the current issues that Tsubaki is facing is the lack of brand
awareness and clear communication to consumers on its unique selling proposition. As such,
objective 1 is set to address this issue.

Objective 1:

Tsubaki is to spend RM909,277 on media advertising to create 50% additional brand awareness
in the shampoo industry by the end of 2022.

The other current issue that Tsubaki is facing based on the media brief is the saturation of the
shampoo category whereby many competitors are claiming to offer the same function. As such,
Objective 2 is set to address this issue

Objective 2:

Tsubaki is to spend RM588,000 on hiring promoters, spokesperson and conducting PR activities

to change the beliefs among 100,000 consumers from not knowing Tsubaki to understand that
Tsubaki is a high quality premium shampoo with a unique ingredient by the end of 2022.

Segmentation

With reference to the product brief, Tsubaki’s market segmentation strategy is based on the
demographic characteristics of the market which are their ethnicity, gender, age, income and
occupation. On the other hand, Tsubaki’s market is also based on the market’s psychographic
characteristics such as lifestyle.

Targeting

16
Tsubaki will target Chinese female customers in the middle to high income group that are aged
between 18 to 45 years old and are currently students, office ladies or young office adults that
prefer high quality products to achieve maximum results.

Positioning

Tsubaki positions itself in the Malaysian market as a high price and high quality premium
labeled product in the market because it is a well-reputed brand with origins from Japan.

17
3.0 Proposed IBP Plan

Potential cognitive dissonance and consumer decision making model

From our research, Tsubaki will face potential price dissonance from consumers as it is priced
higher than other shampoos and consumers will have high expectations for Tsubaki. Moreover,
Tsubaki also faces the potential cognitive dissonance of high involvement purchases as shampoo
relates to personal beauty. Moreover, as Tsubkai shampoo is a low experience product whereby
customers are not aware of Camellia oil nor Tsubaki shampoo, customers will adopt the extended
problem solving decision making process when it comes to buying Tsubaki shampoo where
deliberate and careful search will be conducted.

Advertising strategy
The advertising strategy will be based on 60% central route and 40% peripheral route. To
explain, because Tsubaki Premium Moist is a very special product with the unique feature of
Camellia flower oil. Hence, the central route is chosen to communicate this unique selling
proposition to customers. To guide the consumers in their extended problem solving process,
unique selling proposition advertisements will be created with the objective to link Camellia
flower oil to Tsubaki’s brand name and persuade consumers to buy Tsubaki because of the
Camellia oil. As such, consumers will be aware that Tsubaki has the unique selling proposition
of the Camellia flower oil and this increases their chances of buying Tsubaki shampoo. Besides,
this also helps to reduce the price cognitive dissonance whereby consumers will think that the
premium price is justified due to its unique Camellia oil as conveyed in the advertisement.
Furthermore, we will also add in hard-sell elements in advertising to further reduce price
dissonance among consumers, thus encouraging people to try Tsubaki which will lead to their
change in belief after using it for once.

In terms of peripheral advertising strategy, social anxiety elements will be implemented in our
unique selling proposition advertisements as we can stimulate the consumer’s emotion to change
their behavior through induced anxiety. This can help to address the consumer dissonance of
high involvement products as the consumers will be emotionally influenced to try Tsubaki
shampoo. Moreover, as consumers nowadays are bombarded with central advertisements that

18
focus only on value propositions, some elements of peripheral advertising will come a long way
in terms of stimulating consumer’s emotion into favoring our brand (Myers n.d.).

Promotional tools
In terms of personal selling, promoters will be hired to promote Tsubaki shampoos in malls to
change the belief of people towards Tsubaki through persuasion. Moreover, as for the advertising
component of promotional tools, advertisements will be placed on beauty magazines, Chinese
television channels and also on the radio. In terms of sales promotion, free gifts will be given to
customers with the purchase of Tsubaki shampoo to entice customers to try Tsubaki and change
their belief towards it once they use it the first time. Moreover, point of sales material will be
displayed on the entrance of Watson to attract awareness and customers. In terms of publicity,
public relations activities will be held and a spokesperson will be hired to raise brand awareness
and change the belief of customers. For direct marketing, social media advertisements will be
placed to target customers that have shown interest in Tsubaki shampoo to buy them.

19
TVC Advertisement storyboard

1. Story: Emma is 1. Story: Emma’s friend, 1. Story: Emma

holding a pair of Sandy, came into the explained to Sandy
scissors, planning to room. She was that her hair looks
cut her hair. shocked. terrible.
2. Music: Sad music 2. Music: Music stops. 2. Music: Nil.
3. Voice over: 3. Voice over: 3. Voice over:
Sandy: What are you Emma: My boyfriend
Emma: I can’t stand it doing? just embarrassed me
anymore. Emma: I am so tired in front of his friends
of my dull and saying that I look
4. SFX: Nil unattractive hair. terrible in my hair.
5. Sound: Emma sobbing 4. SFX: Nil Why can’t my hair
and scissors cutting 5. Sound effect: Door look as nice as the
sound opened. Emma is others?
6. Super: Nil crying. Sandy: Don’t worry, I
6. Super: Nil have something for
you!
4. SFX: Nil
5. Sound: Emma
sobbing.
6. Super: Nil

20
1. Story: Sandy 1. Story: Sandy explains 1. Story: Sandy
recommended Emma about the precious continues explaining
to use Tsubaki Camellia oil and its the benefits of Tsubaki
premium moist benefits. shampoo.
shampoo. 2. Music: Lively music 2. Music: Lively music
2. Music: Hero music 3. Voice over: 3. Voice over:
3. Voice over: Sandy: Camellia oil is Sandy: Tsubaki uses
Sandy: Try this! proven to impart shine the innovative
Emma: What is this? and soften hair. Permeation
Sandy: A premium 4. SFX: Nil Technology which
shampoo that contains 5. Sound: Nil helps repair and
precious Camellia oil 6. Super: Camellia strengthen dry and
and uses Innovative flowers on Emma’s damaged hair.
Permeation hair. 4. SFX: Nil
Technology. 5. Sound: Nil
4. SFX: Nil 6. Super: Nil
5. Sound: Nil
6. Super: Nil

21
1. Story: Emma was 1. Story: Emma 1. Story: Emma dates
amazed by the announces that there her boyfriend
Tsubaki Premium is a free gift confidently with her
Moist shampoo. promotion at the smooth and shiny hair.
2. Music: Happy music moment and informs 2. Music: Happy music
3. Voice over: them to buy Tsubaki 3. Voice over: Tsubaki.
Emma: Wow! This is shampoos. 4. SFX: No
really amazing! The 2. Music: Lively music 5. Sound: Happy sound
precious camellia oil 3. Voice over: Grab your 6. Super:Nil
really works to fix my free samples today
dry and dull hair! with every purchase
4. SFX: Flower growing of Tsubaki Premium
on her while she Moist Shampoo!
combing her hair. 4. SFX: No
5. Sound: Nil 5. Sound: Lively music
6. Super: Nil 6. Super: “Available at
Watsons, Sasa,
Shopee and Lazada”,
“QR code of Tsubaki’s
Facebook page”

22
Radio script
Music: sad music
Sound: Emma sobbing, sound of scissor cutting hair.
Voice over:
Emma: I can't stand this anymore!

Sound: door opened

Voice over:
Sandy:Why are you holding scissors?
Emma: I'm so tired of my hair. No matter what products I use, they just can't fix my hair.

Sound: Sigh sound

Voice over:
Sandy: Don't worry Emma, try Tsubaki premium moist shampoo from Shishedo, it works for me!
Emma: What is that?
Sandy: It is a premium shampoo made in Japan. It contains precious camellia oil which is proven
to impart shine and soften hair.

Voice over: Emma: Sounds promising, I’ll try it.

Sound: Emma washing her hair. Bubbles sound.

Music: happy music

Voice over: Emma: Wow! Tsubaki shampoo really works well to fix my dull and dry hair. The
Camellia oil is amazing!

Voice over: Grab free samples with any purchase of Tsubaki premium moist shampoo at Watson,
Sasa, Shopee or Lazada.

Music: Happy music

Voice over: Beauty doesn’t grow on trees, it grows on Camellia flower oil, Try Tsubaki today!

23
Print advertisement

24
Print ads

Illustration Components

Our headline “BEAUTY DOESN'T GROW ON TREES, IT GROWS ON CAMELLIA

FLOWER OIL” uses Julius San One font because the letters are simple and easy to read. It is
typed in uppercase letters and enlarged to give emphasis on the claim and make the headline
stand out to inform readers that they need to pay attention to the messages communicated by
Tsubaki. The headline is able to establish a positive tone and emotion to snatch the attention of
readers and arouse readers’ curiosity to further explore what is something special offered by
Tsubaki. The headline appeals to the target audience’s self-interest and also offers the
customer something she wants or needs. Women might be attracted to this advertisement if she
is having troubles on her dull and dry hair and eager to look for a solution.

Our subhead “CONTAINS CAMELLIA FLOWER OIL” and has the ability to reinforce the
headline. It uses bold texts and is typed in uppercase letter using Lora Font. The
brownish-yellow colour used in this advertisement is to highlight its importance and
communicate Tsubaki USP, thus stimulating readers to read the entire ads. Additionally, the
colour is similar to the logo color of Tsubaki in which it would help to remind the readers of the
brand's logo. The size of the subhead is slightly larger than the body copy to make it stand out.

The advertisement contains the images of a model and the product selling in use. It shows the
confidence, elegance and glamor of a woman using Tsubaki Premium Moist formulated with
special ingredients- Camellia Flower Oil. Moreover, the advertisement is supplied with “news”
and product introduction. The content is using a straight-line copy style to explain in a
straightforward manner to readers why they would benefit from using Tsubaki Premium Moist.
Furthermore, the words “Make in Japan” is also emphasized here. Readers will trust the brand
more as they would presume that Japanese brands produce only high-quality products.

25
Besides, the content is written in present tense and it is in second person point of view. The
advertising message is expressed with passion and it is written in a way of writing a letter to a
friend, thus enabling Tsubaki to create an emotional connection with the readers. Additionally,
a QR code is provided in the advertisement to minimize customers’ internal search and avoid
superficial ads. It also includes a list of legitimate stores, pharmacy or beauty outlets such as
Watsons, Sasa, Shopee and Lazada that sell Tsubaki Premium Moist. The advertisement is also
designed to persuade readers that they need to take immediate action to check out the free
samples of their favorite Tsubaki Premium Moist and claim it while stocks last. The white color
of the body copies makes the words readable even on the dark-colored background.

The principle of design used in the print advertisement is informal balance. The elements of the
advertisements are asymmetrical. To explain, the model on the left side of the advertisement is
bigger than the Tsubaki shampoo and the body content on her right. Nevertheless, the elements
are all well-balanced and arranged in an organized manner, making the advertisement
aesthetically pleasing. By enlarging the size of the model, the audience will first be attracted to
place their focus on the model and her hair that has camellia flowers floating around it before
looking at other elements. It tells the audience the primary message of this advertisement: the
woman has beautiful and shiny hair that gives out a nice floral scent. Subsequently, the audience
will know that the nice hair of the model is the result of using Tsubaki’s premium Moist
Shampoo by looking at the red bottle and body content on the right side of the advertisement.

26
27
 MEDIA PLAN 2023

Media* Size/colour/durati A) No. of B) Cost per Total Jan Feb Mar Apr Ma Jun Jul Aug Sept Oct Nov Dec
on Insertions Insertion/ (AxB) 4 4 5 4 y 5 4 4 5 4 4 5
wks wks wks Wks 4 wks wks wks wks wks wks wks
/spots spot wks
HRP HRH Sales X’mas
CNY
TV
Astro Aec (C) (1 spot) 30 secs 63 8,480 534,240 18 9 0 0 0 0 0 18 0 0 0 18

Magazines
Nuyou FPFC(1 insertion) 12 5,500 66,000 1 1 1 1 1 1 1 1 1 1 1 1
Female (E) FPFC(1 insertion) 4 5,500 22,000 1 0 0 1 0 1 0 0 0 0 0 1

Radio
MY FM (6-10 (1 spot) 30 secs 45 1,901 85,545 18 9 0 0 0 0 0 0 0 0 0 18
am)
HitzFM (4-8pm) (1spot) 30 secs 36 1,097 39,492 0 0 0 18 0 0 0 0 0 0 0 18

Social media
Youtube 3 18,000 54,000
Instagram 30 secs (per week) 3 18,000 54,000
Facebook 30 secs (per week) 3 18,000 54,000

Sub-total 909,277
budget

Chinese RM 685,785 RM 81,000 RM 766,785 84%

Others RM 61,492 RM 81,000 RM 142,492 16%

1. TVC & radio ads: Effective frequency 3 times a day, 3 days a week x 2 weeks minimum
2. Magazine ads: 1 every month to achieve continuous coverage
3. Social media ads: 2 months each time.

28
 PROMOTION PLAN 2023

Promotions A. B. Total Jan Feb Mar Apr Ma Jun Jul Aug Sept Oct Nov Dec
Cost per Qty/no (AxB) 4 wks 4 5 4 y 5 4 4 5 4 4 5
wks wks Wks 4 wks wks wks wks wks wks wks
item/pax s. wks
used CNY HRP HR Sales X’mas
H

1.Promoters (Change b, brand 3,000/month/ 70 210,000 30 0 0 0 0 0 0 20 0 0 0 20

awareness) pax
2. Spokesperson (Change b, 50,000 1 50,000
brand awareness)
3. Pr activity (Change belief 80,000/event 2 160,000 1 0 0 0 0 0 0 0 0 0 0 1
and raise brand awareness)
(agnes)
4. Free gift (brand switching, 3/item 36,000 105,000 9000 0 0 9000 0 0 0 9000 0 0 0 9000
trial use)
5. POS material/ display 20,000/event 3 60,000 1 0 0 0 0 0 0 1 0 0 0 1
drive

Sub-total budget RM 588,000

Grand total budget (A+P) RM 1,497,277

29
4.0 Media plan

Due to the budget constraints, the flighting strategy is used to advertise Tusbaki’s moist premium
shampoo. The advertisements will be broadcasted only during peak period and festival seasons
such as Chinese New Year (CNY), Hari Raya, and Christmas Day, when people tend to spend
more during these periods. The media plan will be further discussed in the following:

TV

Since Tsubaki is targeted at mostly Chinese females with middle to high income, we propose to
advertise on Astro AEC. This is because Astro AEC is the channel with the highest possible
reach among all mandarin channels of Astro. It is expected to reach 2,000,000 viewers per month
(AdEasy n.d.). The advertisement will be broadcasted 18 times in January and 9 times in
February to coincide with CNY to induce more purchases. Besides, we will advertise 18 times in
August and December respectively during Sales Day and Christmas.

Magazines

To achieve continuous coverage of advertising throughout the year, print ads are placed in Nuyou
magazine on a monthly basis. This is because magazine advertising is relatively cheap as
compared to other advertising media. Nuyou, as the most established Chinese fashion magazine
with estimated 94,600 readership per month, targets women between the ages 25 to 35 who are
keen on matters of beauty (AdQrate n.d.). Thus, we believe that we can effectively reach our
target audience by advertising on Nuyou.

Besides, to target other races such as Malays and Indians, the advertisement will also be placed
on Female magazine, which is an English magazine. However, the advertising will only be
placed in January, April, June, and December to coincide with festival seasons due to budget
constraints.

30
Social Media (YouTube, Instagram and Facebook)

Since our target market is mainly young females who are technology savvy, we propose to
advertise on YouTube, Instagram and Facebook. Since we primarily target Chinese audiences,
we will advertise in January to coincide with CNY and continue to advertise in February to
maximize purchasing power impact. For other races’ audiences, we will also advertise during
April which is Hari Raya. Additionally, August will also be advertised in August since it is
around the month of event marketing. They will have higher awareness to notice it. Lastly, we
will advertise in December to coincide with the approach of Christmas Day.

Radio

Moreover, we would place radio advertisements in MY FM from 6am to 10am to target Chinese
audiences. This is because MYFM is the most popular mandarin radio channel in Malaysia
(myTuner 2022). We would place the ads 18 times in January and 9 times in February as it is
close to Chinese New Year where Chinese consumers would have more desires to purchase
lifestyle goods during the festival (Lee 2018). We would also place another 18 times of the radio
ads in December, which is near Christmas, to nudge the consumer’s spending desires once again
during the festive season.

Furthermore, we would place our radio ads on HitzFM from 4pm to 8pm, which is also after
working hours, during traffic jams. The objective of placing the radio ads on this channel is to
target every segment of the Malaysia market, since HitzFM is popular for every race in Malaysia.
We would place the ads 18 times in April which is near Hari Raya since Islamic audiences have
more spending desires during near Hari Raya Aidilfitri (NST, 2016). Then, we would also place
another 18 times of the radio advertisements, since it is near Christmas where consumers would
be willing to spend more for lifestyle products (Lai, 2021).

31
5.0 Promotional plan

POS material

A total of 3 POS events are proposed during CNY in January, Tsubaki Sales Day in conjunction
with Malaysia Independence Day in August and Christmas Day in December. These three
periods are chosen to implement Tsubaki POS materials as these are the prime time for Tsubaki
to communicate its product information to customers at the point of sale while increasing the
chance for customers to be aware of Tsubaki and entice impulse purchase that drive sales.

Promoters and Spokesperson

Meanwhile, a total of 70 promoters will be hired for all three events. They will be trained before
the events to ensure they are equipped with strong Tsubaki product knowledge. 30 promoters
will be allocated for the Tsubaki CNY event as it is expected to attract and persuade more
Chinese customers to buy Tsubaki products. The remaining 40 promoters will be equally
allocated for POS events carried out in August and December. Besides, a professor hairstylist
will be hired as Tsubaki spokesperson to communicate Tsubaki product knowledge because
people are more likely to trust them because of their professionalism.

Public Relation Activities

Moreover, Public Relation (PR) activities will be held twice; during Chinese New Year in
January and Christmas in December respectively. These two periods were chosen as consumers
tend to shop more during the two seasons. As such, the PR activities held would have a better
chance of enhancing Tsubaki’s brand awareness by reaching out to more potential and existing
customers. Besides, PR activities were chosen as it will be able to create a positive image and
build trust among the consumers. Subsequently, it helps to change consumers’ belief towards
Tsubaki and its products.

Free gift
Furthermore, a total of 36,000 stachets of hair conditioner will be given out as free gifts to
customers who have purchased Tsubaki Premium Moist shampoo during the promotional period.
Each customer will receive 3 sachets for each purchase. The promotional activity will be held 4

32
times in total; in January during CNY, April during Hari Raya Puasa, August during Sales Day
and December during Christmas. The free gifts give consumers who are uncertain about the
effect the opportunity to try the hair conditioner before actually purchasing it. Consequently, it
might help to change the consumers’ perception and belief towards Tsubaki’s products.
Ultimately, these consumers may be convinced to switch over to using Tsubaki products.

33
Conclusion
We have applied 60% of the central route and 40% of the peripheral route for our advertisement
strategy which includes USP, hard-sell elements and social anxiety, with the objective to gain
more brand awareness in the Malaysia market. We also utilize the fundings by applying
RM909,277 for placing the advertisement in various media platforms such as television,
magazines, radio, and social media to spread awareness of the Tsubaki brand. Moreover, we also
use RM588,000 in promotional plans such as hiring promoters, spokesperson, running PR
activities, giving out free gifts and POS materials to boost sales.

From the project, we have learned an extensive amount of brand building knowledge such as the
different types of advertising and promotion activities and how to apply them to achieve
marketing objectives. Moreover, we have also learned how to devise a television commercial by
creating a storyboard that can capture the attention of viewers. Next, we have learned how to
create a radio script that can leave lasting brand impression for maximum advertising
effectiveness. Furthermore, we have also learned how to design printed advertisements that can
capture the attention of viewers and also build brand awareness and entice viewers to buy the
product as well. In addition, we have learned how to construct a comprehensive media plan
within the allocated budget by choosing media channels that cater to our target audience and
devising an advertising frequency strategy to ensure that the advertisement can create lasting
impressions among the target audience.

34
References
Adetula, W 2020, How to make YouTube viewers skip fewer ads on your channel, viewed 26
March 2022,
<https://www.linkedin.com/pulse/how-make-youtube-viewers-skip-fewer-ads-your-channel-olaw
ale-adetula/>.

AdEasy n.d., ‘Television advertising’, viewed 28 March 2022, <

https://adeasy.co/media-type/television?all_p=1.>.

AdQrate n.d., ‘Nuyou’, viewed 28 March 2022,

<http://adqrate.com/magazine/details?id=50&type=2>.

Advertising, I. W., 2021. How AI is changing advertising, viewed on 09 March 2022,

<https://www.ibm.com/watson-advertising/thought-leadership/how-ai-is-changing-advertising>.

Advertising Standards Malaysia (ASA) Malaysia 2022, ‘Malaysian code of advertising practice’,
viewed 24 February 2022, <https://asa.org.my/ManualBookR14_single.pdf>.

Chron 2021, ‘What is Dissonance in Marketing?’, viewed 19 March 2022,

<https://smallbusiness.chron.com/dissonance-marketing-25900.html>.

Cheng, V n.d., Unique Selling Proposition vs. Marketing Differentiation, viewed 19 March 2022,
<https://www.victorcheng.com/unique-selling-proposition>.

Evolution, M., 2022. WHAT IS AI MARKETING?, viewed on 09 March 2022,

<https://www.marketingevolution.com/marketing-essentials/ai-markeitng>.

JENKINS, L. D., 2021. Social Media Marketing Trends for 2022: Predictions From the Pros,
viewed on 09 March 2022,
<https://www.socialmediaexaminer.com/social-media-marketing-trends-for-2022-predictions-fro
m-the-pros/>.

Macomm Management Service SD 2004, ‘The communications and multimedia content forum of
Malaysia’, viewed 24 February 2022,
<https://www.mcmc.gov.my/skmmgovmy/files/attachments/ContentCode.pdf>.

35
McCue, T.J. 2019, 47 Percent Of Consumers Are Blocking Ads, viewed 24 March 2022,
<https://www.forbes.com/sites/tjmccue/2019/03/19/47-percent-of-consumers-are-blocking-ads/?s
h=58f0cb8d2037>.

Melinger, BB 2018, Advantages & limitations of television as an advertising medium, viewed 20

March 2022,
<https://smallbusiness.chron.com/advantages-limitations-television-advertising-medium-26148.h
tml>.

Myers, C n.d., What is peripheral marketing, viewed 19 March 2022,

<https://smallbusiness.chron.com/peripheral-marketing-23190.html>.

National Pharmaceutical Regulatory Agency (NPRA) Malaysia 2017, ‘Guidelines for control of
cosmetic products in Malaysia’, viewed 4 March 2022,
<https://www.npra.gov.my/images/Guidelines_Central/Guidelines_on_Cosmetic/2017/feb2017/
GUIDELINES_FOR_CONTROL_OF_COSMETIC_PRODUCTS_IN_MALAYSIA.pdf>.

Sherman, F 2019, What are the benefits of magazine advertising, viewed 20 March 2022,
<https://smallbusiness.chron.com/benefits-magazine-advertising-3586.html>.

Subtle, R 2019, What are five advantages to using celebrities in advertising, viewed 20 March
2022,
<https://smallbusiness.chron.com/five-advantages-using-celebrities-advertising-34394.html>.

Union leader 2019, ‘Benefits of newspaper advertising’, viewed 20 March 2022,

<https://www.unionleader.com/advertising/digital_marketing_insights/benefits-of-newspaper-ad
vertising/article_b3d2d382-5592-11e9-be9b-9f6a9a844dbd.html>.

36
 APPENDIX C
PEER ASSESSMENT
Group: ____2 - TSUBAKI SHISEIDO ____

No. Name of group member Peer assessment/ Ranking

1. CHAY YET TIAN 9.5

2. CARRINE WONG KAI LYNN 9.7
3. AGNES KHOR MING EN 9.5
4. SIEW JIA QIAN 9.3
5. LEE YEE CHIN 9.9

Instructions:

● Each group member must submit his/her own ranking list (Appendix C) separately.
● If the particular group member does not submit his/her own list, all group members will be
awarded ZERO mark.
● Please rank your group members (except yourself) on a scale of 1 – 10, 10 being the highest in
terms of contribution and 1 the lowest.
● No two members are to be given the same rank.
● Consistently low-ranking members will be penalised.
● This sheet (Appendix C) MUST be submitted together with the project paper.

Submitted by (Name): _______WANG ZI LONG______

Signature: ______ZiLong______

Date: _______28/3/2022________

37
 APPENDIX C
PEER ASSESSMENT
Group: ____2 - TSUBAKI SHISEIDO ____

No. Name of group member Peer assessment/ Ranking

1. CHAY YET TIAN 9.5

2. CARRINE WONG KAI LYNN 9.7
3. WANG ZI LONG 9.9
4. SIEW JIA QIAN 9.5
5. LEE YEE CHIN 9.3

Instructions:

● Each group member must submit his/her own ranking list (Appendix C) separately.
● If the particular group member does not submit his/her own list, all group members will be
awarded ZERO mark.
● Please rank your group members (except yourself) on a scale of 1 – 10, 10 being the highest in
terms of contribution and 1 the lowest.
● No two members are to be given the same rank.
● Consistently low-ranking members will be penalised.
● This sheet (Appendix C) MUST be submitted together with the project paper.

Submitted by (Name): _______AGNES KHOR MING EN______

Signature: ______Agnes______

Date: _______28/3/2022________

38
 APPENDIX C
PEER ASSESSMENT
Group: ____2 - TSUBAKI SHISEIDO ____

No. Name of group member Peer assessment/ Ranking

1. CHAY YET TIAN 9.0

2. CARRINE WONG KAI LYNN 9.3
3. WANG ZI LONG 9.9
4. AGNES KHOR MING EN 9.5
5. LEE YEE CHIN 9.7

Instructions:

● Each group member must submit his/her own ranking list (Appendix C) separately.
● If the particular group member does not submit his/her own list, all group members will be
awarded ZERO mark.
● Please rank your group members (except yourself) on a scale of 1 – 10, 10 being the highest in
terms of contribution and 1 the lowest.
● No two members are to be given the same rank.
● Consistently low-ranking members will be penalised.
● This sheet (Appendix C) MUST be submitted together with the project paper.

Submitted by (Name): _______SIEW JIA QIAN______

Signature: ______JiaQian______

Date: _______28/3/2022________

39
 APPENDIX C
PEER ASSESSMENT
Group: ____2 - TSUBAKI SHISEIDO ____

No. Name of group member Peer assessment/ Ranking

1. CHAY YET TIAN 9.5

2. CARRINE WONG KAI LYNN 9.3
3. WANG ZI LONG 9.9
4. AGNES KHOR MING EN 9.7
5. SIEW JIA QIAN 9.8

Instructions:

● Each group member must submit his/her own ranking list (Appendix C) separately.
● If the particular group member does not submit his/her own list, all group members will be
awarded ZERO mark.
● Please rank your group members (except yourself) on a scale of 1 – 10, 10 being the highest in
terms of contribution and 1 the lowest.
● No two members are to be given the same rank.
● Consistently low-ranking members will be penalised.
● This sheet (Appendix C) MUST be submitted together with the project paper.

Submitted by (Name): _______LEE YEE CHIN______

Signature: ______YeeChin______

Date: _______28/3/2022________

Turnitin Report. (15% similarity index maximum) A full report to be submitted and not just the cover
page.

40
 APPENDIX C
PEER ASSESSMENT
Group: ____2 - TSUBAKI SHISEIDO ____

No. Name of group member Peer assessment/ Ranking

1. CARRINE WONG KAI LYNN 9.7

2. WANG ZI LONG 9.5
3. AGNES KHOR MING EN 9.8
4. SIEW JIA QIAN 9.6
5. LEE YEE CHIN 9.9

Instructions:

● Each group member must submit his/her own ranking list (Appendix C) separately.
● If the particular group member does not submit his/her own list, all group members will be
awarded ZERO mark.
● Please rank your group members (except yourself) on a scale of 1 – 10, 10 being the highest in
terms of contribution and 1 the lowest.
● No two members are to be given the same rank.
● Consistently low-ranking members will be penalised.
● This sheet (Appendix C) MUST be submitted together with the project paper.

Submitted by (Name): _______CHAY YET TIAN______

Signature: ______YetTian______

Date: _______28/3/2022________

41
 APPENDIX C
PEER ASSESSMENT
Group: ____2 - TSUBAKI SHISEIDO ____

No. Name of group member Peer assessment/ Ranking

1. CHAY YET TIAN 9.3

2. WANG ZI LONG 9.5
3. AGNES KHOR MING EN 9.7
4. SIEW JIA QIAN 9.8
5. LEE YEE CHIN 9.9

Instructions:

● Each group member must submit his/her own ranking list (Appendix C) separately.
● If the particular group member does not submit his/her own list, all group members will be
awarded ZERO mark.
● Please rank your group members (except yourself) on a scale of 1 – 10, 10 being the highest in
terms of contribution and 1 the lowest.
● No two members are to be given the same rank.
● Consistently low-ranking members will be penalised.
● This sheet (Appendix C) MUST be submitted together with the project paper.

Submitted by (Name): _______CARRINE WONG KAI LYNN______

Signature: ______Carrine______

Date: _______28/3/2022________

42
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 APPENDIX D

Plagiarism Statement

Semester: 3
Course Code &Title: BBDT3284 BRAND BUILDING ADVERTISING & PROMOTION

Declaration

I/We confirm that I/we have read and shall comply with all the terms and conditions of TAR University
College’s plagiarism policy.

I/We declare that this assignment is free from all forms of plagiarism and for all intents and purposes is
my/our own properly derived work.

I/We further confirm that the same work, where appropriate, has been verified by anti plagiarism
software.

Name Student ID Signature

1) CHAY YET TIAN 19WBR11840 Yet tian

2) CARRINE WONG KAI LYNN 19WBR11913 Carrine

3) WANG ZI LONG 19WBR11240 Zi Long

4) AGNES KHOR MING EN 19WBR11489 Agnes

5) SIEW JIA QIAN 19WBR12283 Jia Qian

6) LEE YEE CHIN 19WBR12561 Yee Chin

Date: 28/3/2022

74