Discussion 1: Mass Media Writing. (Product Advertising)

Product chosen : Uniqlo

Tagline : MADE FOR ALL 

Exploiting the medium

• Radio & Television 

          - Have exclusive interviews with the founder of Uniqlo

          - Focus on those stations that attract the younger generation eg. Hitz fm, Red fm, Fly fm, 8tv quickie, 

            Mtv, etc.

• Mobile phones

          - Promotion through SMS & MMS

• Pamphlet

          - Theme : Red! Black! White! Simple

          - Easy for readers to read.

          - Promote Uniqlo's various collections of world's most famous cartoons such as Mickey Mouse, Hello

             Kitty, Barbie, etc

• Newspaper

          - Takes up one whole page

          - Sale items solely on Uniqlo are shown

• Billboards

          - Star power

          - Celebrities that modeled for Uniqlo eg. Orlando Bloom, Charlize Theron, etc.

Rank each medium

• Most desirable distribution mode

          - Billboards 

          - Highways, small roads, train stations, almost anywhere a billboard can be found

• Least desirable distribution mode

          - Mobile phones

          - Sms that is sent is through random selection

          - Usually the service provider will send the sms and most people don't bother reading it as they may

             think it is a gimmick.

• Communication advantages and disadvantages

    

Medium	Communication Advantages	Communication Disadvantages
Radio	Advantageous for blind people and also busy people who don’t have the time to watch television.	Limited audience
Television	Homemakers	Limited audience
Mobile phones	A very direct approach.	Random selection of people.
Pamphlet	Easiest and common way of advertising.	Waste of paper and people throw it everywhere.
Newspaper	Hard to avoid for those who read newspapers every day.	Not everybody buys the newspaper, especially the younger generation.
Billboards	Messages are delivered continuously and frequently.	Distracting for drivers and costs a lot for the company.

Exercise 2 : Audiences & Media

Question 1:
The list of radio stations and television channels available in Malaysia.


Radio Stations :

Frequency	Station	Operator	Language	Format	Coverage Area
87.7 MHz	Klasik Nasional FM	RTM	Malay	Music	Klang Valley
88.1 MHz	One FM	Media Prima	Mandarin and Cantonese	Talk, Music	Klang Valley
88.5 MHz	Nasional FM	RTM	Malay	Music	Klang Valley
88.9 MHz	Capital FM	Star Radio Group	English	Talk, music	Klang Valley only
89.3 MHz	Ai FM	RTM	Chinese	Talk, music	Klang Valley
89.9 MHz	BFM 89.9	BFM Media	English	News, music	South Perak, Selangor, Kuala Lumpur, Putrajaya, Negeri Sembilan & Malacca only
90.3 MHz	TraXX FM	RTM	English	Talk, music	Klang Valley
90.7 MHz	Putra FM	Universiti Putra Malaysia	Malay, English	Talk, music	Serdang, Kajang, Seri Kembangan and Putrajaya only
91.1 MHz	Asyik FM and Salam FM	RTM	Orang Asli	Talk, music	Selangor, Kuala Lumpur, Southern Perak, Western Pahang and part of Negeri Sembilan only
91.5 MHz	IKIM.fm	IKIM	Malay, English, Arabic	Talk, music	Klang Valley
92.3 MHz	Minnal FM	RTM	Tamil	Talk, music	Klang Valley
92.9 MHz	Hitz.fm	AMP Radio Networks	English	Talk, music	Klang Valley
93.6 MHz	UFM	Universiti Teknologi MARA	Malay, English	Talk, music	Shah Alam, Klang and Petaling Jaya only
93.9 MHz	Radio24	Bernama	Malay, English	News, music	Kuala Lumpur and Selangor only, in Johor Bahru as 107.5 MHz
94.5 MHz	Mix FM	AMP Radio Networks	English	Talk, Music	Klang Valley
95.3 MHz	Nasional FM	RTM	Malay	Music	Klang Valley
95.8 MHz	Fly FM	Media Prima	English, Malay	Talk, music	Klang Valley
96.3 MHz	Minnal FM	RTM	Tamil	Talk, music	Klang Valley
96.7 MHz	Sinar FM	AMP Radio Networks	Malay	Talk, music	Klang Valley
97.2 MHz	KLFM	RTM	Malay	Talk, music	Selangor & Kuala Lumpur
97.6 MHz	Hot FM	Media Prima	Malay	Talk, music	Klang Valley
98.3 MHz	Klasik Nasional FM	RTM	Malay	Music	Klang Valley
98.8 MHz	988	STAR Rfm Sdn.Bhd (The Star)	Chinese (Cantonese)	Talk, music	Klang Valley
99.3 MHz	THR.fm(Raaga)	AMP Radio Networks	Tamil, Malay	Talk, music	Klang Valley
100.1 MHz	TraXX FM	RTM	English	Talk, music	Klang Valley
100.9 MHz	Selangor FM	RTM	Malay	Talk, music	Selangor & Kuala Lumpur only
101.8 MHz	MY FM	AMP Radio Networks	Chinese (Cantonese)	Talk, music	Klang Valley
102.5 MHz	Asyik FM and Salam FM	RTM	Orang Asli	Talk, music	Selangor, Kuala Lumpur, Southern Perak, Western Pahang and parts of Negeri Sembilan only
103.0 MHz	XFM	AMP Radio Networks	Malay	Talk, music	Klang Valley
103.3 MHz	Era FM	AMP Radio Networks	Malay	Talk, music	Klang Valley
104.1 MHz	Best 104	Suara Johor Sdn.Bhd	Malay	Music	Selangor, Negeri Sembilan, Melaka, Johor, Singapore and parts of Riau, Indonesia only
104.9 MHz	Red FM	STAR Rfm Sdn.Bhd (The Star)	English, Malay	Talk, music	Klang Valley
105.3 MHz	Suria FM	STAR Rfm Sdn.Bhd (The Star)	Malay	Talk, music	Klang Valley
105.7 MHz	LiteFM	AMP Radio Networks	English	Music	Klang Valley
104.1 MHz	Pahang FM	RTM	Malay	Talk, music	Pahang, Selangor & Kuala Lumpur
91.1 MHz	Mix FM	AMP Radio Networks	English	Talk, Music	Malacca
92.2 MHz	LiteFM	AMP Radio Networks	English	Music	Malacca
93.0 MHz	Hitz.fm	AMP Radio Networks	English	Talk, music	Malacca
94.0 MHz	Fly FM	Media Prima	English, Malay	Talk, music	Malacca
97.4 MHz	TraXX FM	RTM	English	Talk, music	Malacca
98.9 MHz	Red FM	STAR Rfm Sdn.Bhd (The Star)	English, Malay	Talk, music	Malacca
88.1 MHz	One FM	Media Prima	Chinese and Cantonese	Talk, Music	Malacca
98.2 MHz	988	STAR Rfm Sdn.Bhd (The Star)	Chinese (Cantonese)	Talk, music	Malacca
100.4 MHz	Ai FM	RTM	Chinese	Talk, music	Malacca
106.4 MHz	MY FM	AMP Radio Networks	Chinese (Cantonese)	Talk, music	Malacca

Television channels :


Radio Television Malaysia
- TV1
- TV2
- TV3


Media Prima Bhd
- TV3
- NTV 7
- 8TV
- TV9


ASTRO
- Family Package (included in every Astro subscription) eg Astro Ria, AEC, Nat Geo Wild, AXN, ESPN,etc.
- Dynasty Package (Hong Kong and Chinese Shows)
- Movies (Hollywood and Indie films)
- News (International, Asia)
- Learning (Documentaries, History, Wildlife)
- Fun (Cartoon and teen shows)
- Variety (Anime, Reality shows, entertainment)
- Sports


NJOI, DETV, Fine TV, Hypp. TV, UniFi, Internet TV, etc.


Question 2:
Identify audience demographic appropriate & psychographic appropriate for all the above.


Radio
1. 988 FM
Demographics : Chinese speaking audience, adolescence and adults
Psychographics: Chinese songs, KPOP


2. HOT FM
Demographics : Chinese, Malay, Indian audience, adolescence and adults
Psychographics: Local, Indonesian and English songs


3. Hitz. FM

Demographics : Chinese, Malay, Indian audience, adolescence and adults
Psychographics: Local and English songs


Television
1. AXN

Demographics : Chinese, Malay, Indian audience, adolescence and adults
Psychographics: Action packed shows, reality shows 


2. Cartoon Network

Demographics : Chinese, Malay, Indian audience, young children
Psychographics: Fun, Learning


3. Wah Lai Toi

Demographics : Chinese audience, adolescence and adults
Psychographics: Dramas from Mainland and Hong Kong