Lot’s of people have asked me how Clumff is doing since my last post, which was sometime ago, I know… but thanks for all the interests (and maybe some concerns?), really appreciate it! Happy to know lot’s of you out there is looking after me and supporting me… or maybe just interested in Clumff, which is good too!

Anyhow, just to update curious people out there, Clumff has been good. Been getting many many subscribers!

Part from the online magazine, my baby Clumff now has a baby of its own (believe it or not)! Product of Clumff is called the Clumff Card, which is basically a discount card. You purchase it for AU$20 and just by showing this card when making a purchase, you are able to get discount at 200 retail stores! Shops range from restaurants, bars, clothing shop, mechanics, hair dressers, Thai massage, cleaning service, eye lashes extensions, hair removal clinic, to printing company! And the list goes on and on and on (if you want to see all participating retailers, just click here)….. Discounts range from free drinks, guestlist at clubs, 30 minutes extra massage, extra $1000 worth of service to up to 40% off total bill.

So now I am busy getting more retailers as well as to sell more cards! So that’s what’s happening with Clunff… it had a baby!

Anyways, if you are interested in joining Clumff family, as a subscriber, promoter or maybe as a writer… or maybe you simply just want a great deal in stores around Melbourne, then do browse through Clumff website or drop me a comment here!

Hope I would have more time to write about advertising stuff again soon though! Wait for it, once Clumff is self-run, I will come back to my passion, stay tune!! 🙂

Wow, it has been too long since my last visit to this site!

So since my last post, which was in June 28th 09, lots of things have happened. I successfully graduated from Honours with Distinction, thank god.. and now I would like to introduce CLUMFF to  my readers! CLUMFF is my baby… it’s an online magazine started by myself and some friends. CLUMFF stands for ‘Club’, ‘Music’, ‘Food’ and ‘Fashion’, and it’s an information portal for anyone who are interested in Melburnian lifestyle. Because, what do we do best? We drink, listen to great music, eat and shop… we enjoy life!!

So do check out the website and become a Clumffer for free!! If you have any suggestions, do let me know or just leave a comment on forum section of the website. Ta** www.clumff.com.au

Book recommendation everyone!


Cutting Edge Advertising: how to create the world’s best print for brands in the 21st century by Jim Aitchison

Chapter 9 is my favourite part of this book. Well, mostly because it’s talking about global advertising which is my project’s topic.

When talking to a global consumer, it is indeed very important to recognize the differences in their culture as well as their needs and values (this is what I’ve been talking about in my past blog posts, about cultural sensitivity being the key to a successful advertising campaign) but sometimes it is also important to find their similarities. The author, Aitchison stated that by seeking similarities in their global target audiences, marketers can liberate themselves from the lowest common denominator in advertising (p. 344). However, all this really would depend on the brand and the product being advertise itself. If the product is universal, universal idea will work. For example, brand like Levi’s which is selling an all American lifestyle probably should not change their advertising campaign depending on the target audience because once they do so, they would no longer be an all American brand. Another important factor is the consumer/target audience. One example from the book is Levi’s core target audience, male and female aged between 15 to 19 years old all around the world. They may be from different culture with completely different values but they are very similar in the sense that they worry about same things, such as growing up, relationship with their parents and school. So as long as you find a key message that touches those areas, global advertising will become possible. In other words, while the execution of the ad itself must be culturally specific (language, talents, communication methods), the key message does not have to be different for different culture. Well, as I said earlier this will also depend on the product being advertise. Bottom line, there are many different factors to consider while planning a global advertising campaign and this chapter explains it very clearly and also in an interesting way.

I have a new interest now so I thought I’ll share with everyone. ‘Stop motion’! It’s a tedious process to make even a short film but it’s so much fun!!

When I was little, I used to draw things at the corner of my text book, each page would have a slightly different drawing and when I flip it, it creates a moving picture/animation. Stop motion is almost exactly like that. Stop motion aka frame by frame is basically an animation technique to make an object appear to move on its own.  The object is moved little by little between each frame which create an illusion of movement when a series of these frames are put together as a continuous sequence. I don’t think I’m explaining it very well, so I should probably just show some examples.

I’m currently in a process of making one and maybe I can even  incorporate it into my project.

After stressing over nothing these past few weeks, rethinking the direction of my project, I think I finally found a solution or a problem to be exact.

Can an advertising campaign that is sensitive to different ethnic group be the solution to racism?: the intention of my project is to examine how cultural sensitivity has become the key to a successful advertising campaign and applying this research to create an anti-racism campaign targeting international students, in specific Japanese and Indonesian students in RMIT.

This way, it doesn’t just make it easier for me to later evaluate my project (through focus group) but also making it more interesting in the sense that I would have to come up with culturally unique executions by using narrow media platforms and below the line promotions.

**Three key terms (these three terms are integrated with one another):

Below the line Advertising: Above the line advertising refers to a promotion through traditional mediums such as TV, radio, magazine and newspaper. On the other hand, below the line advertising uses any mediums that do not include traditional mediums listed above.

Ambient Media: It is the name given to a new breed of out-of-home products and services determined by some as Non-Traditional or Alternative Media. Ambient media advertising can be used in conjunction with mainstream traditional media, or used equally effectively as a stand-alone activity. The key to a successful ambient media campaign is to choose the best media format available and combined with effective message (taken from wikipedia).

Guerrilla Marketing: An unconventional system of promotions that relies on time, energy and imagination rather than a big marketing budget. Typically, guerrilla marketing tactics are unexpected and unconventional; consumers are targeted in unexpected places, which can make the idea that’s being marketed memorable, generate buzz, and even spread virally (taken from wikipedia).

**Examples of the above:








ps. if any of you are interested in finding out more about this, try and find a book by Gavin Lucas and Michael Dorrian titled ‘Guerrilla Advertising’.


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