Restorm My Brain on Question 3

Question 3: Briefly trace the arrival of the Internet to Malaysia, analyse recent reports on the current state of the web in our country, and present the findings that may have the most impact on your field of practice.

Here is my new mind map for Question 3. The history of Internet in Malaysia remains as part of the essay while the rest focuses more on analysing internet advertising.

Generally, Internet usage is high in Malaysia and internet advertising is expected to grow in future. Having said that, why internet advertising is still low when compared to other advertising media?

Various problems of internet advertising were identified by Abdul Rahim and Osman (2001) while other studies revealed new advertising trends and suggested ways to improve in internet advertising.

Research shows that internet users prefer advertisements which are personalised and interactive. Thus, advertisements in this information era are not just required to be informative and attention grabbing anymore. Advertising agencies need to understand more about the people's needs and preference. An obvious example would be pop-ups: they grab attention, but in an annoying way. Is it not what the advertising agencies want to show to the people, but what the people want to see in advertisements.

Below are the reading materials I've read so far, accompanied with a short conclusion and some insights.

** I think I am a little lost, I seem to be doing more on marketing rather than graphic design......

History
Ramadass, S. and Osman, A. (2013a) 'Malaysia: Snapshot of the Internet around 1990'. In: Chon, K. (ed.) An Asia Internet History - First Decade (1980-1990). Seoul: Seoul National University Press. [Online] Available at: https://sites.google.com/site/internethistoryasia/book1/Malaysia-snapshot [Accessed: 25 November 2013].
- detailed history of the internet and Malaysia (JARING, TM, DSL broadband, wireless broadband)

Ramadass, S. and Osman, A. (2013b) 'A History of the formation of the Malaysian Internet: Part 2'. In: Chon, K. (ed.) An Asia Internet History - Second Decade (1991-2000): Focusing on Internet Organizations. Seoul: Seoul National University Press. [Online] Available at: https://sites.google.com/site/archiveasiainternethistory/home/2section10.5malaysia.docx?attredirects=0 [Accessed: 25 November 2013].

- more on organisations (MSC, IPv6)

Asia Pacific Network Information Centre (APNIC). (2004) 'The Internet in Malaysia'. Apster. APNIC Newsletter. 9 February. p.1. [Online] Available at: https://www.apnic.net/__data/assets/pdf_file/0020/27920/apster9-200402.pdf [Accessed: 25 November 2013].

Current status

Malaysian Communication & Multimedia Commission (MCMC). (2009) Advertising Development in Malaysia: Catching Eyeballs in Changing Media. Cyberjaya: MCMC. p. 32. [Online] Available at: http://www.market- http://www.skmm.gov.my/skmmgovmy/files/attachments/Ad_Dev_Malaysia.pdf [Accessed: 8 December 2013].

- is it possible for internet and mobile advertising to be the next trend in future?

Malaysian Communication & Multimedia Commission (MCMC). (2012) 'An overview of the Malaysian Communications and Multimedia (C&M) Industry'. Presentation slides. In: Opportunities of Partnership with Telecom and Broadcast French Companies. Kuala Lumpur: Malaysia. 24 September 2012.  [Online] Available at: http://www.market- http://www.ubifrance.com/medias/press/mcmc-overview-of-malaysian-communication-and-broadcast-industry-24.09.2012_3_10_2012_19_24.pdf [Accessed: 6 December 2013].

- a general status on how Malaysia is doing in the communications and multimedia industry

Association of Accredited Advertising Agents Malaysia (AAAA). (2011) Malaysia Advertising Expenditure Report (February 2011). [Online] Available at: http://www.aaaa.org.my/index.php/resources/nielsen/193 [Accessed: 8 December 2013].

- why is it so low for internet????

Internet advertising

Teo, B. K. and Wong Jin Nee & Teo. (2010) 'What is Branding in e-Commerce Context?' In: Ramasamy, R. (eds.) ICT Strategic Review 2010/11: e-Commerce for Global Reach. Selangor: The National ICT Association of Malaysia (PIKOM). pp. 163-176. [Online] Available at: http://www.market-eagles.com/pdf/ICT2010_11_Fullset_08092010.pdf#page=99  [Accessed: 6 December 2013].

- branding in e-commerce context: INTERACTIVITY and EXPERIENCE

- brand protection in the internet: trade mark law, constant monitoring of potential brand abuse

- the importance of understanding the users' needs and respond to them with flexibility and creativity

Abdul Rahim, M.H. and Osman, M.N. (2001) 'Internet advertising: problems and prospects in Malaysia'. Jurnal Komunikasi; Malaysian Journal of Communication. 17. pp. 159-173. [Online] Available at: http://journalarticle.ukm.my/4746/1/V17_2.pdf [Accessed: 6 December 2013].

- problems of internet advertising: 

  ~ ethical implications: to disseminate valid information

  ~ lack of clear identification of web advertising: depending on the content

  ~ lack of publicity: strategic marketing plan, convenient link system

  ~ advertisement language: ?? to advertise in native language

  ~ lack of sufficient space: the necessity of attention grabbing ads

  ~ limited outreach: behaviours of the general internet users VS potential audience

  ~ poor accessibility: ? internet booth and guides for new internet users

- advantages of internet advertising:

  ~ 24 hour advertising time, e-shopping

- information era: to accept its presence and to evaluate the reliability of internet information

Yaakop, A.Y., Anuar, M.M. and Omar, K. et al. (2012) 'Consumers' Perceptions and Attitudes Towards Advertising on Facebook in Malaysia'. In: World Business and Economics Research Conference. Auckland: New Zealand. 10-11 December 2012. Social Science Research Network (SSRN). [Online] Available at: http://papers.ssrn.com/sol3/papers.cfm?abstract_id=2183787 [Accessed: 7 December 2013].

- 3 significant factors influencing consumers' perceptions and attitudes towards advertising on Facebook (social networking sites) in Malaysia: 

  ~ perceived interactivity: advertisement appears on every page, cookies

  ~ advertising avoidance: interruption of task, perceived clutter on internet sites, negative past experience

  ~ privacy

- ** credibility is not a significant factor

- the importance of understanding Facebook users perceive advertisements and making advertising decisions

Qaffas, A.A., Cristea, A. I. and Shi, L. (2013) 'Is Adaptation of E-Advertising the Way Forward?' In: Proceedings of 2013 IEEE Conference on eLearning, e-Management and e-Services. Kuching: Sarawak. 2-4 December 2013. IEEE Computer Society (IC3e). [Online] Available at: http://www.dcs.warwick.ac.uk/~acristea/lei/alaa-ic3e2013.pdf [Accessed: 6 December 2013].

- businesses: personalised advertising maximises effectiveness and profit

- internet users prefer adaptive ads 

  ~ to provide some level of personalisation, eg. more information of interest

  ~ design considerations: to avoid pop-ups in front od the user window, information that loads slowly and have no "close' button; closeness gestalt principle; ads to be placed on the left of the screen for language with left-to right reading direction

  ~ bandwidth: video format VS text format

- proposed AEADS to meet both internet users' and businesses needs

Truong, Y, McColl, R. and Kitchen, P. (2010) 'Practitioners' perceptions of advertising strategies for digital media'. International Journal of Advertising. 29(5). pp. 709-725. [Online] Available at: http://web.efzg.hr/dok/MAR/vskare/kolegiji/im/materijali/Practitioners_perceptions_of_advertising_strategies_for_digital_media.pdf [Accessed: 7 December 2013].

- 5 trends:

  ~ towards permission-based advertising

  ~ higher levels of personalised ads

  ~ more three screen advertising campaigns

  ~ increased interactivity level

  ~ development of performance-based metrics

- ** advertising campaigns combining traditional and new media increase audience reach and consumer involvement (traditional: building general awareness, new: attract smaller but more 'reactive' audiences with similar behaviour and interests)

Mobile advertising

Chi, C.W., Vaithilingam, S and Nair, M. (2011) 'Factors Influencing Mobile Advertising Adoption in Malaysia: an Empirical Study'. In: Knowledge Globalization Conference. Boston: Massachusetts. 16-17 October 2011. Massachusetts: Knowledge Globalization Institute. pp. 86-99. [Online] Available at: http://www.kglobal.org/files/PROCEEDINGS_2011-bosJan_2-3-2012.pdf#page=85 [Accessed: 7 December 2013].

- the 2 strongest factors influencing customers adoption of mobile advertising in Malaysia:

  ~ perceived usefulness: personalising mobile-ads based on customers' perceived usefulness, eg. value added services, useful information for new subscribers 

  ~ social influence: advertisers could promote that accepting mobile-ads is trendy, eg. celebrity endorsers, reference group to specific target audience

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Feedback:
- timeline is ok

- try to find 2 reports about the internet and see how it influenced the graphic design industry (are both of them supporting/ contradicting each other??)

- BE SPECIFIC (eg. internet advertising/ publishing..)

- if possible, try to find out more about print ad, how is it doing in the information era?

- a suggestion: e-books VS print books