My Essay Framework Proposal

** Post-feedback edited version

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.

Introduction

1. Subject Matter:

The development of Internet in Malaysia is progressing fast and has influenced the advertising industry. How are newspaper and internet advertising doing?

2. Research Objective:

To identify the impact of the Internet in newspaper and online display advertising in a Malaysian context

3. Research Question: 

Internet in Malaysia: how has it affect newspaper and online display advertising?

4. Examination Objects:

Internet in Malaysia, newspaper display advertising, online display advertising

5. Relevance of Research:
- to provide insights of newspaper and internet advertising in relation to the Internet in Malaysia

- to provide suggestions to advertising agencies to overcome identified opportunities and challenges
- to encourage further studies on effective newspaper and online display advertising strategies in this information era

6. Methodology: refer to Argumentation

Argumentation

1. Introduction/ definition of terms:

- the Internet, newspaper advertising, internet advertising, newspaper display advertising, online display advertising

2. Overview of the Internet in Malaysia:

- history and current status

3. Overview and comparison of newspaper and online advertising in Malaysia:

- comparison of 2 reports about newspaper and online advertising in Malaysia: 

  ~ the past-current (Mapping Digital Media: Malaysia) and forecast status (Malaysia entertainment and media outlook 2013: Customers and innovative in the Digital age)

- pros and cons of both media

4. Comparison between Malaysian newspaper and online news site display advertisements:

- a simple observation on print newspapers (The Star, the Sun) and online news site (Malaysiakini.com)

5. Identification of opportunities and challenges for both media based on the findings of No. 3 and 4

6. Proposal of ideas/ strategies for advertising agencies to overcome opportunities and challenges identified in No. 5

- new structure and roles

Conclusion

1. Summary of findings and recommendations

2. Limitations:

- only a few newspapers and online news site are reviewed

  ~ is there a difference between other newspapers/ sites and in different languages?

- the observation focused mainly on newspaper and online news sites display advertising

  ~ is there a difference between those in social media, mobile advertising?

3. Implications for the future

- derive from limitations

4. Concluding statement

References 

Appendix
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Feedback:

- narrow down coverage

- experiment on 'style'

- clarity in sentence structure and composition

A simple observation: the Sun, The Star, Malaysiakini.com

Newspaper: the Sun, The Star (10/1/14, Friday)
Number of newspaper advertisements by sectors **
- exclude classified ads

General observation

- distribution channels involve mainly on informative advertising:

  ~ about sales at departmental stores, supermarkets, furniture and decorative outlets

  ~ usually half or full page, printed black and white

- durables:

  ~ mainly on mobile phones, mattresses, massage chairs

  ~ at least half page, mostly colour printed

- financial:

  ~ banks

  ~ full page, colour printed

- FMCG:

  ~ quick service restaurant

  ~ at least half page, all colour printed

  ~ Star 2: healthier products (yogurt, packet drinks)

- Industry and services:

  ~ learning institutes (usually black and white)

  ~ property (full page, colour printed)

  ~ Star Metro: property, furnishing and deco services

- black and white advertisements printed in less than 6.3 X 12 cm are often being ignored

- a mixture of tone of voice but mainly very formal and stable

Analysis based on advertising styles and creative tactics***

- mainly straight sell, some are spokesperson testimonials

- a mixture of direct (offering a promise/ benefit) and indirect headlines (using questions/ how-to statements)

- advertisements showing the image of the actual product in colour attracts more attention in general

Online news site: Malaysiakin.com (Friday, 17/1/14)

Number of internet advertisements by sectors**

General observation

- lesser advertisements compared to newspaper (limited advertising space)

- various display formats (jpeg, gif, simple flash, rich media with or without video)

- no pop-ups

- seems more fun because of the dynamic effect of display formats

** Sector categories adopted from Nielsen Global Adview. (2013) Global Adview Pulse lite: your connection to global advertising trends (Quarter 2 2013). New York: The Nielsen Company. [Online] Available at: http://www.nielsen.com/content/dam/corporate/us/en/reports-downloads/2013%20Reports/Global-AdView-Pulse-2013-Q2-LITE.PDF [Accessed: 15 January 2014].

- Automotive: automotive

- Clothing and accessories: Clothing and accessories

- Distribution channels: distribution channels (including also: mail order, multiple product retailers, online shopping and generic online services, corporate/ image and sponsorship distribution channels)

- Durables: domestic appliances, furnishing and decoration, information technology

- Entertainment: entertainment, leisure products, transport and tourism

- Financial: financial

- FMCG: cosmetics and toiletries, drinks, food, housekeeping products, tobacco

- Healthcare: healthcare

- Industry and services: business service, property, institutions, power and water

- Media: media and publishing

- Telecommunications: telecommunications 

*** Advertising styles and creative tactics adopted from Belch, G.E. and Belch, M.A. (2003) 'Creative Strategy: Implementation and Evaluation'. In: Advertising and Promotion: an Integrated Marketing Communications Perspective. New York: The McGraw-Hill Companies. pp. 263-297. [Online] Available at: http://hfs1.duytan.edu.vn/upload/ebooks/5183.pdf [Accessed: 15 January 2014].

SWOT Analysis

Based on the reading materials, I did a SWOT analysis for both advertising media. Not a very complete one, but at least a start for my future essay.

Fam, K.S., Waller, D.S. and Henry, J. (2007) Effects and future of the Internet on the Malaysian Advertising Industry. International Journal of Business and Society. 8 (2). pp. 13-24. [Online] Available at: http://epress.lib.uts.edu.au/research-publications/bitstream/handle/10453/10367/2008008511OK.pdf?sequence=1 [Accessed: 7 December 2013].

Malaysian Communications and Multimedia Commission (MCMC). (2006) Analysis of Adex Size and Trend in Malaysia. Cyberjaya: MCMC. [Online] Available at: http://www.skmm.gov.my/skmmgovmy/files/attachments/Analysis_Adex_Size08.pdf [Accessed: 10 December 2013].

Lasune, S. (2011) 'Advertising Media'. In: S.Y.B.A./ S.Y.B.Com. Advertising. Mumbai: University of Mumbai. pp. 37-61. [Online] Available at: http://www.mu.ac.in/myweb_test/sybcom-avtg-eng.pdf [Accessed: 10 December 2013].

Forbes. (2012) Print is Dead? Not so Fast. 28 June 2012. [Online] Available at: http://www.forbes.com/sites/thesba/2012/06/28/print-is-dead-not-so-fast/ [Accessed: 30 December 2013].