Task 4 Action Research

What is Action Research?

Action research is a research initiated to solve an immediate problem or a reflective process of progressive problem solving led by individuals working with others in teams or as part of a "community of practice" to improve the way they address issues and solve problems. There are two types of action research: participatory action research, and practical action research.

Action research involves the process of actively participating in an organization change situation whilst conducting research. Action research can also be undertaken by larger organizations or institutions, assisted or guided by professional researchers, with the aim of improving their strategies, practices and knowledge of the environments within which they practice. As designers and stakeholders, researchers work with others to propose a new course of action to help their community improve its work practices.

(Resource from Wikipedia)

Action Research is a disciplined process of inquiry conducted by and for those taking the action. The primary reason for engaging in action research is to assist the “actor” in improving and/or refining his or her actions.

The Action Research Process

Educational action research can be engaged in by a single teacher, by a group of colleagues who share an interest in a common problem, or by the entire faculty of a school. Whatever the scenario, action research always involves the same seven-step process. These seven steps, which become an endless cycle for the inquiring teacher, are the following:

1. Selecting a focus: The action research process begins with serious reflection directed toward identifying a topic or topics worthy of a busy teacher's time. Considering the incredible demands on today's classroom teachers, no activity is worth doing unless it promises to make the central part of a teacher's work more successful and satisfying. Thus, selecting a focus, the first step in the process, is vitally important. Selecting a focus begins with the teacher researcher or the team of action researchers asking: What element(s) of our practice or what aspect of student learning do we wish to investigate?
2. Clarifying theories: The second step involves identifying the values, beliefs, and theoretical perspectives the researchers hold relating to their focus.
3. Identifying research questions: Once a focus area has been selected and the researcher's perspectives and beliefs about that focus have been clarified, the next step is to generate a set of personally meaningful research questions to guide the inquiry.
4. Collecting data: Action researchers can accomplish this by making sure that the data used to justify their actions are valid(meaning the information represents what the researchers say it does) and reliable (meaning the researchers are confident about the accuracy of their data). To ensure reasonable validity and reliability, action researchers should avoid relying on any single source of data. Most teacher researchers use a process called triangulation to enhance the validity and reliability of their findings. Basically, triangulation means using multiple independent sources of data to answer one's questions. Triangulation is like studying an object located inside a box by viewing it through various windows cut into the sides of the box. Observing a phenomenon through multiple “windows” can help a single researcher compare and contrast what is being seen through a variety of lenses.
5. Analyzing data: Although data analysis often brings to mind the use of complex statistical calculations, this is rarely the case for the action researcher. A number of relatively user-friendly procedures can help a practitioner identify the trends and patterns in action research data. During this portion of the seven-step process, teacher researchers will methodically sort, sift, rank, and examine their data to answer two generic questions: What is the story told by these data? Why did the story play itself out this way?  By answering these two questions, the teacher researcher can acquire a better understanding of the phenomenon under investigation and as a result can end up producing grounded theory regarding what might be done to improve the situation.
6. Reporting results
7. Taking informed action    

http://www.ascd.org/publications/books/100047/chapters/What-Is-Action-Research¢.aspx

Action research is a form of investigation designed for use by teachers to attempt to solve problems and improve professional practices in their own classrooms. It involves systematic observations and data collection which can be then used by the practitioner-researcher in reflection, decision- making and the development of more effective classroom strategies.
- Parsons and Brown (2002)

Action Research is a fancy way of saying let's study what's happening at our school and decide how to make it a better place.
- Emily Calhoun (1994)

Action research is a natural part of teaching. Teachers are continually observing students, collecting data and changing practices to improve student learning and the classroom and school environment. Action research provides a framework that guides the energies of teachers toward a better understanding of why, when, and how students become better learners. - A. Christine Miller (2007) 

SELECTED questions to ask in the context of Action Research:
1. Why am I collecting this data?
How is the data related to the study question?
What will the data tell us about students’ leaming and teaching
strategies?
2. What exactly am I collecting?
What kind of data will give me the best information about students learning and teaching strategies?
How can I gather data on the same question in different ways, from different sources, and at different times (triangulation).
3. Where am I going to collect it?
What kind of a sample is needed?
Do I need to identify the student for long-term tracking?
4. When am I going to collect it and for how long? How much data is needed?
How periodic should the collection be? 
5. Who is going to collect it?
Is data being collected by myself or will others be involved?
6. How will data be collected, analyzed and findings shared?
Has a time line been established?
Where and how will the data be stored?
Has the criterion for analyzing the data (rubrics, implementation
logs) been established before the data is collected?
What approach will be used for recording, displaying, and sharing
findings? 
https://www.nctm.org/uploadedFiles/Lessons_and_Resources/Grants_and_Awards/How%20is%20Action%20Research%20Defined(1).pdf

Task 1 Year Project Ambitions

In this last year of study, I will be planning, developing and practicing to get a year project campaign done. So far I still haven't found a right topic to kick start a project proposal; I am still searching for other good materials and interesting stories or campaign projects to dig for inspirations. Having a topic that I am interested in is very important, otherwise will end up having lots of boring research process to do when you are doing something not your taste.

On My Mind
It's a brand new year and the last year of study, I have been thinking about achieving myself by improving some certain skills of myself in photography; such as analogue photography, lens study, lighting practice, camera history, cinematography, and softwares.
Analogue Photography: Understand the methods of analogue photography, how it works and practice.
Lens Study: Looking at various different kinds of lenses, how do they work for the images outcomes?
Lighting Practice: Practice of lighting in camera, properly utilise lighting skills to create images.
Camera History: Understand the evolution of cameras, how do they work? How are they built?
Cinematography: Practice of filming techniques and cinematography.
Softwares: Practice on software using and applying and find out more.

After this year, I will leave college and step out to a slightly different world. and the main mission and goal that I wanna achieve is professionalism. To work professionally, and the most important thing after I step out of college life is to never forget to learn from things and people and practice the techniques through personal life. 
In this year of studying, I wanna find a personal and unique style to create the artworks or any other commercial work. All artists have a style that suit them well. 

Photography Projects
Before I start planning and writing proposal on this year's campaign project, I have read and had a look at other photographer's project and see how they do their campaign and plan their projects. There are several pretty hot project topic online such as 365 project as in 365 days in a year; which I have not really heard about.

365 Days

The most popular of the projects on this list, there are multiple variations of the 365 project.  Typically, it involves taking a self-portrait every day for a year – the only rule is that you have to hit the shutter button (or remote) and at least some part of you must be in the photo. If a photo-a-day seems like too much of a commitment, you can do one self-portrait a week for a year – a 52 Weeks project. 

Pick-a-Something

Pick something and try to get a collection of photos representing it.  For instance, pick a color and try to go all day photographing only red things, or try only getting pictures of things that are square when you’re on a walk. The upside of this project is that it, once again, gets you to start seeing ordinary things in different way, it forces you to start thinking creatively. 

Scavenger Hunt

A photo scavenger hunt is simple. You need someone to come up with a list of things to photograph (they can be actually things like “railroad tracks”, or they can be more conceptual like “fun with friends”, or even techniques like “shallow depth of field”). Then, a group of people all go out and interpret the list how they want and show them to the group. 

http://digital-photography-school.com/7-photography-projects-to-jumpstart-your-creativity

Task 3 WHAT ARE METHODOLOGIES

What is Methodology?

Methodology in definition means a system of methods used in a particular area of study or activity. 

Through Wikipedia: Methodology is the systematic, theoretical analysis of the methods applied to a field of study, or the theoretical analysis of the body of methods and principles associated with a branch of knowledge. It, typically, encompasses concepts such as paradigm, theoretical model, phases and quantitative or qualitative techniques.

A Methodology does not set out to provide solutions but offers the theoretical underpinning for understanding which method, set of methods or so called “best practices” can be applied to a specific case.

It has been defined also as follows:
"the analysis of the principles of methods, rules, and postulates employed by a discipline"
"the systematic study of methods that are, can be, or have been applied within a discipline"
"the study or description of methods"   

“Methodology” implies more than simply the methods you intend to use to collect data. It is often necessary to include a consideration of the concepts and theories which underlie the methods.

When you describe your methods it is necessary to state how you have addressed the research questions and/or hypotheses.

Every stage should be explained and justified with clear reasons for the choice of your particular methods and materials.

http://www.humanities.manchester.ac.uk/studyskills/assessment_evaluation/dissertations/methodology.html

Methodology is a series of choices:
1, Choices about what information and data to gather
2, Choices about how to analyse the information and data that you gather
3, Other methodological choices

1. What Information Do I Gather?
The answer resides in your research question –if your question is clear, you will KNOW what to gather. To ensure that your research question(s) is clear, the TERMS in your question(s) must be clearly defined:
Terms need an “Operational Definition” – “a definition which describes the operations required to collect information about the concept or term.” 

2. How Do I Analyze the Information that I Gather?
Analysis separates a research project from a term paper.
The nature of your question determines the method of analysis
- Descriptive questions call for descriptive methods
-Correlational questions call for you to make correlations
-Theoretical evaluation calls for the evaluation of the entire theory
-Cost-Benefit analysis of policies calls for you to find a method to conduct a cost/benefit analysis
3. What Are the Other Methodological Choices?
Think about practical and intellectual considerations when deciding which methodologies to employ. For example: cost, time, resources, accessibility
Qualitative vs. Quantitative:
-  Even if description is qualitative, it still needs to be precise
-  Your question determines the choice between these two approaches

Methodology includes the following concepts as they relate to a particular discipline or field of inquiry: 

1. a collection of theories, concepts or ideas; 

2. comparative study of different approaches;

3. critique of the individual methods;

What is Method?

Method is a particular form of procedure for accomplishing or approaching something, esp. a systematic or established one. It is a means or manner of procedure, especially a regular and systematic way of accomplishing something, Orderly arrangement of parts or steps to accomplish an end. It is the procedures and techniques characteristic of a particular discipline or field of knowledge.

Difference between Method and Methodology

The words 'method' and 'methodology' may sound similar, but there is a big difference between them. A method is the way in which you complete a task, or the steps you take to complete a task. Methodology is the study of a method or methods.

Task 2 What is Research?

What is Research?

It is a the systematic investigation into and study of materials and sources in order to establish facts and reach new conclusions. 

To research is to purposely and methodically search for new knowledge and practical solutions in the form of answers to questions formulated beforehand.

The definition of the problem consists of the following components:

• The goal of the research (what do I hope to achieve with the research?)
• The research questions (what knowledge do I need to achieve this objective?)

The research design refers to:

• The subject of the research (who or what do I research)?
• The research methods (how do I research? which methods of data collection and –analysis do I use?)

The research plan is part of the research report.

Experimental (validating) research mainly uses quantitative research data. Interpretative (explanatory) research and reflective (action) research mainly uses qualitative research data. Often you see that researchers combine both types of data collection and –analysis in their research.

Fundamental research and practice based research

Another distinction which can be made is the one between fundamental research and practice based (or applied) research. Fundamental research is mainly aimed at increasing the body of knowledge or our knowledge of the world, without there needing to be a practical side to this. Practice-based (or applied) research is connected to questions and needs from our daily life or from the professional practice. It generates knowledge, insights, solutions, methods and products, which contribute to the improvement of daily life and the innovation of the professional practice. Results from scientific research are often translated into practical uses. The research into these is also called applied research. The difference between practice based research and applied research is the fact that applied research is looking for a solution for a practical problem using theory and then evaluating this. Practice based research starts from the practical problem, explores all aspects of it, and based on this comes up with a well-founded solution which is subsequently evaluated. The results of practice based research also have their repercussions on the forming of theory: it increases our knowledge about reality.

Two types of research we encounter frequently in the arts are design or evaluation research and artistic research. 　

Design research and evaluation research

Research at universities of applied sciences as a rule distinguishes itself from research conducted at universities because the research is aimed at the design of new products or services for the development of the professional practice. Also for the research in the arts it is true that there is a strong connection between this design research and the development of the arts and artistry. Evaluation research is closely connected to this, aimed at determining the effectiveness of a product.

To design means to systematically invent and develop a solution to a practical problem. This is done by way of a design method, in which the steps are described which systematically lead from question to design. The following steps can be distinguished:

• the preliminary research (what are the design requirements)

• the inventing of a design (the concept)

• the formulating of the prototype

• the evaluating and readjusting of this

• the implementing of the design

Formative and summative evaluation

An important distinction which should be mentioned here is that of formative and summative evaluation. Formative evaluation is aimed at the improvement of a product/programme, even before it has been ‘marketed’. It can be aimed at determining whether the developed product/programme is clear to all the users. It is mainly aimed at determining the usability of a product/programme to be developed.

Summative evaluation is aimed at the assessment of a final product/programme (for example a new method). Summative evaluation concerns aspects such as:

• is the product/programme effective?

• is it valued in a positive way?

• is it sold?

• is it used?

Artistic research 

Artistic research is research in which the musician researches his own professional practice and publishes his findings in the form of a report in which the research process is described (this can also include visual materials) and a musical performance in which the musical sound results are made public. Artistic research is characterised by a combination of creativity and reflective research skills. The artistic process and the artistic product together are the object of the research, both are involved in each other. This type of research (research ‘in’ the arts) distinguishes itself from research ‘into’ and ‘on behalf of’ the arts as is done in academic disciplines such as philosophy of art, musicology, theatre arts and history of art (Borgdorff, 2006).

Artistic research does not only focus on the gathering of knowledge about artistic practices (like academic research into the arts), but also on the intervening in these practices. This brings about new art and new practical knowledge about the making of art. Borgdorff (2006) cites the example of research in music into ‘extended techniques’ of a cello which can be electronically manipulated. This is research in service of the artistic practice. The research supplies the tools and knowledge of materials which in turn benefit the creative process, in the making of art (a composition or a performance).

Artistic research, another widely-used phrase for this type of research is ‘arts based research’ (Barone, 2012), often has characteristics of action research. It offers a methodology to improve upon artistic practices (Boog en Wagemakers). Action research is pre-eminently suited for artists who focus on the participation with their ‘audience’. They are extremely aware of the ‘social’ importance of art and create ‘community art’. Through this process new knowledge and insights (also artistic) are produced by way of a social learning process (community of practice).

Quantitative Research

Through Wikipedia: In sociology, quantitative research refers to the systematic empirical investigation of social phenomena via statistical, mathematical or numerical data or computational techniques. The objective of quantitative research is to develop and employ mathematical models, theories and/or hypotheses pertaining to phenomena. The process of measurement is central to quantitative research because it provides the fundamental connection between empirical observation and mathematical expression of quantitative relationships. Quantitative data is any data that is in numerical form such as statistics, percentages, etc.

Qualitative Research

Through Wikipedia: Qualitative research is a method of inquiry employed in many different academic disciplines, traditionally in the social sciences, but also in market research and further contexts. Qualitative researchers aim to gather an in-depth understanding of human behavior and the reasons that govern such behavior. The qualitative method investigates the why and how of decision making, not just what, where, when. In the conventional view, qualitative methods produce information only on the particular cases studied, and any more general conclusions are only propositions (informed assertions). Quantitative methods can then be used to seek empirical support for such research hypotheses.

Thesis

Frascati Definition of Research

A clear definition of research is critical to Higher Education statistical reporting, such as the Research Activity Survey commissioned by the Higher Education Statistics Agency. The internationally recognised definition is taken from the Frascati Manual ( http://bit.ly/V9CCk3), an OECD publication which has become a standard reference for R&D surveys and data collection in the OECD, EU and beyond.

The Frascati definition of research:

Research and experimental development (R&D) comprise creative work undertaken on a systematic basis in order to increase the stock of knowledge, including knowledge of man, culture and society, and the use of this stock of knowledge to devise new applications.

The term R&D covers three activities: basic research, applied research and experimental development.

Basic research is experimental or theoretical work undertaken primarily to acquire new knowledge of the underlying foundation of phenomena and observable facts, without any particular application or use in view.

Applied research is also original investigation undertaken in order to acquire new knowledge. It is, however, directed primarily towards a specific practical aim or objective.

Experimental development is systematic work, drawing on existing knowledge gained from research and/or practical experience, which is directed to producing new materials, products or devices, to installing new processes, systems and services, or to improving substantially those already produced or installed. R&D covers both formal R&D in R&D units and informal or occasional R&D in other units.

R&D must be distinguished from a wide range of activities relating to R&D with a scientific and technological basis; such activities are excluded from the definition of R&D unless they are carried out solely or primarily for R&D purposes. Pure R&D activities should have an element of novelty and the resolution of scientific and/or technological uncertainty, i.e. when the solution to a problem is not readily apparent to someone familiar with the basic stock of common knowledge and techniques for the area concerned.

Reference to the Frascati Manual should be made for detailed analysis of exclusions, but general exclusions to highlight are:education and training other than PhD researchgeneral purpose data collection (such as recording weather statistics)routine testing and analysis of materials, components, products, processes, etc.

Feasibility StudiesPolicy-Related Studies

phase IV of clinical trials (unless they result in a further scientific or technological advance).The AHRC's definition of research is primarily concerned with the definition of research processes, rather than outputs. This definition is built around three key features and your application must fully address all of these in order to be considered eligible for support:

it must define a series of research questions or problems that will be addressed in the course of the research. It must also define its objectives in terms of seeking to enhance knowledge and understanding relating to the questions or problems to be addressed

it must specify a research context for the questions or problems to be addressed. You must specify why it is important that these particular questions or problems should be addressed; what other research is being or has been conducted in this area; and what particular contribution this project will make to the advancement of creativity, insights, knowledge and understanding in this area

it must specify the research methods for addressing and answering the research questions or problems. You must state how, in the course of the research project, you will seek to answer the questions, or advance available knowledge and understanding of the problems. You should also explain the rationale for your chosen research methods and why you think they provide the most appropriate means by which to answer the research questions.

This definition of research provides a distinction between research and practice per se. Creative output can be produced, or practice undertaken, as an integral part of a research process as defined above. The Council would expect, however, this practice to be accompanied by some form of documentation of the research process, as well as some form of textual analysis or explanation to support its position and to demonstrate critical reflection. Equally, creativity or practice may involve no such process at all, in which case they would be ineligible for funding from the Council. For further guidance concerning practice-led research, please see additional guidance for the Fellowships in the Creative and Performing Arts Scheme, below.

The AHRC's primary concern is to ensure that the research it funds will address clearly-articulated research questions or problems, set in a clear research context, and using appropriate research methods. The precise nature of the outputs of the research may vary considerably, and may include, for example, monographs, editions or articles; electronic data, including sound or images; performances, films or broadcasts; or exhibitions. Teaching materials may also be an appropriate outcome from a research project provided that it fulfils the definition above.

Primary Research

Primary research consists of a collection of original primary data collected by the researcher. It is often undertaken after the researcher has gained some insight into the issue by reviewing secondary research or by analyzing previously collected primary data. It can be accomplished through various methods, including questionnaires and telephone interviews in market research, or experiments and direct observations in the physical sciences, amongst others.

The term primary research is widely used in academic research, market research and competitive intelligence.

Secondary Research

Secondary research (also known as desk research) involves the summary, collation and/or synthesis of existing research rather than primary research, where data is collected from, for example, research subjects or experiments.

Task 2 Research and Find

Trends for 2014

Smart Devices

According to Wikipedia: A smart device is an electronic device, generally connected to other devices or networks via different protocols such as Bluetooth, NFC, WiFi, 3G, etc., that can operate to some extent interactively and autonomously. 

Push Notifications

According to iPad.about.com: Push notification allows an app to notify you of new messages or events without the need to actually open the application, similar to how a text message will make a sound and pop up on your screen. This is a great way for apps to interact with us in the background, whether it be a game notifying us of some event occurring in our game world or simply the iPad's mail application beeping as a new message appears in our inbox. In addition to pushing messages to the screen, push notification allows apps to display a number or 'badge' on the app's icon. For example, the Mail icon will show the number four when we have four unread messages. http://ipad.about.com/od/iPad-Glossary/g/What-Is-Push-Notification.htm

Bluetooth Beacons

According to Estimote on Youtube: 

Bluetooth technology has been developing pretty well; the beacons technology has made humans life more convenient and better.

Actionable Intelligence

According to Bussinessdictionary: actionable intelligence means: Any intelligence that can be used to boost a company's strategic position against industry peers. The acquired intelligence must be 

transferred into real actions which can be used to either launch a preemptive strike or prepare a counter strategy. Examples of actionable intelligence include the competitors' price range, marketing budget, target demographic, advertising campaign and strengths over a company's own product.

Read more: http://www.businessdictionary.com/definition/actionable-intelligence.html#ixzz2sdowvzmU

3D Printing

According to Wikipedia: 3D printing or Additive manufacturing is a process of making a three-dimensional solid object of virtually any shape from a digital model. While 3D printing technology has been around since the 1980s, it was not until the early 2010s that the printers became widely available commercially. The first working 3D printer was created in 1984 by Chuck Hull of 3D Systems Corp. Since the start of the 21st century there has been a large growth in the sales of these machines, and their price has dropped substantially.

There are few videos I'd like to share:

Will 3D Printing Change Everything?

This video had told me what 3d printing is about; it is a new technology and method for designers to create their own objects. Create instead of buying, how brilliant is that!

3D Printing: Make anything you want

January 25, 2013: Imagine a world where you can make anything you want, just by pressing "print". 3D printers have arrived and they promise a fascinating future, depending on what we make. For more info, please go to http://www.globalnews.ca/3d+printing/...

This is video has reported how 3D printing technology has been developed so far. It is amazing that the technology can help the medical field to heal people and print organs that are made by real human cells to save humans; in another report that a 25 year old guy print parts of the guns to make guns which is a "killer" to everything alive. This report has got my attention, and I have questions like "Will the world fast move on toward good consequences or bad consequences?" "What do I think about 3D print guns?" These questions can help me construct a good project campaign topic idea. 

3D Printed Guns (Documentary)

Cody R Wilson has figured out how to print a semi-automatic rifle from the comfort of his own home. Now he's putting all the information online so that others will join him.

This is a story about the rapid evolution of a technology that has forced the American legal system to play catch up. Cody Wilson, a 25 year old University of Texas Law student, is an advocate for the open source production of firearms using 3D printing technology. This makes him a highly controversial figure on both sides of the gun control issue. MOTHERBOARD sat down with Cody in Austin, Texas to talk about the constitution, the legal system, and to watch him make and test-fire a 3D-printed gun.

Check out our podcast with Cody here: http://bit.ly/VICE-Podcast-Cody-Wilson

Produced By Erin Lee Carr 

Edited by Chris O'Coin 

Read more on MOTHERBOARD here:http://motherboard.vice.com/read/clic...

To find out more about what the ATF says about 3D-printed guns, read this: http://motherboard.vice.com/blog/the-...

What is Advertising?

Advertising in business is a form of marketing communication used to encourage, persuade, or manipulate an audience (viewers, readers or listeners; sometimes a specific group) to take or continue to take some action. Most commonly, the desired result is to drive consumer behavior with respect to a commercial offering, although political and ideological advertising is also common. 

There are many types of advertising out there and advertising has been developing forward by the the technologies' development, world is moving on so fast that there are lots of media to deliver messages and informations.

Virtually any medium can be used for advertising. Commercial advertising media can include wall paintings, billboards, street furniture components, printed flyers and rack cards, radio, cinema and television adverts, web banners, mobile telephone screens, shopping carts, web popups, skywriting, bus stop benches, human billboards and forehead advertising, magazines, newspapers, town criers, sides of buses, banners attached to or sides of airplanes ("logojets"), in-flight advertisements on seatback tray tables or overhead storage bins, taxicab doors, roof mounts and passenger screens, musical stage shows, subway platforms and trains, elastic bands on disposable diapers, doors of bathroom stalls, stickers on apples in supermarkets, shopping cart handles (grabertising), the opening section of streaming audio and video, posters, and the backs of event tickets and supermarket receipts. Any place an "identified" sponsor pays to deliver their message through a medium is advertising.

Advertising Campaign 

An advertising campaign is a series of advertisement messages that share a single idea and theme which make up an integrated marketing communication (IMC). Advertising campaigns appear in different media across a specific time frame of frequent flyers points.

The critical part of making an advertising campaign is determining a campaign theme as it sets the tone for the individual advertisements and other forms of marketing communications that will be used. The campaign theme is the central message that will be communicated in the promotional activities. The campaign themes are usually developed with the intention of being used for a substantial period but many of them are short lived due to factors such as being ineffective or market conditions and/or competition in the marketplace and marketing mix.

(Resource from Wikipedia)

Guerrilla Marketing

Recording to Wikipedia: Guerrilla marketing is an advertising strategy in which low-cost unconventional means (graffiti or street art, sticker bombing, flash mobs) are used, often in a localized fashion or large network of individual cells, to convey or promote a product or an idea. 

The concept of guerrilla marketing was invented as an unconventional system of promotions that relies on time, energy and imagination rather than a big marketing budget. Typically, guerrilla marketing campaigns are unexpected and unconventional, potentially interactive, and consumers are targeted in unexpected places. The objective of guerrilla marketing is to create a unique, engaging and thought-provoking concept to generate buzz, and consequently turn viral. 

Guerrilla marketing involves unusual approaches such as intercept encounters in public places, street giveaways of products, PR stunts, or any unconventional marketing intended to get maximum results from minimal resources. More innovative approaches to Guerrilla marketing now utilize mobile-digital technologies to engage the consumer and create a memorable brand experience. It focuses on low cost creative strategies of marketing. Basic requirements are time, energy, and imagination and not money. Profits, not sales, are the primary measure of success. Emphasis is on retaining existing customers rather than acquiring new ones.

Ambient Advertising

Ambient Media started to appear in British media jargon around 1999, but now seems to be firmly established as a standard term within the advertising industry. 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.

IKEA’s Parisian Guerilla Marketing Campaign Examples

For two weeks, four subway stations in Paris were fully furnished by Ikea, with couches and lamps, introducing the Swedish company’s new collection of furniture. 

(This is a great example of Guerilla Marketing andAmbient Advertising)

Read more: http://www.creativeguerrillamarketing.com/guerrilla-marketing/ikeas-parisian-guerilla-marketing-campaign-examples/

IKEA really went all out on their latest campaign. This time they set out to the Parisian subway to prove the quality and durability of their products, which are often times deemed cheap and disposable. For two weeks, four subway stations in Paris were fully furnished, with couches and lamps, introducing the Swedish company's new collection of furniture. 

Ad campaign for Colgate toothbrushes, “One is Enough.”

“Style Everybody can Afford” ad campaign for That Suits.

These two ads above are done by Y&R company; and I have found out that this company has done many and lots of creative ads and works. Y&R abbreviation of Young & Rubicam.

Y&R (originally Young & Rubicam) is a marketing and communications company specializing in advertising, digital and social media,sales promotion, direct marketing and brand identity consulting.

(Resource from Wikipedia)

Young&Rubicam official website: www.yr.com

Mercedes-Benz: The campaign created by nature

http://adsoftheworld.com/media/outdoor/mercedesbenz_the_campaign_created_by_nature

The objective of the campaign was to promote and increase awareness of the Mercedes-Benz Trucks clean Euro 6 Engine. Furthermore, the activity's aim was to show the economical benefits that will be provided when people switch to this clean engine. The overall objective of the campaign was to position Mercedes-Benz as an innovative brand and to make people aware that switching to cleaner engines is vitally important for the sake of nature.

How the promotion developed from concept to implementation:

To promote the clean Euro 6 engine the entire campaign was created by nature. Cut-outs of letters were put on canvas posters and then placed on several spots in nature so that rabbits, hedgehogs, boars and other animals could create the advertisements with their muddy pawprints. So this is how the cut-out letters were gradually filled in. The posters say that we have to switch to the clean Euro 6 engine. Nature is literally asking for it. The posters were shown at car shows and in outdoor advertising together with a QR code that was linked to the making of.

Why the method of promotion was most relevant to the product or service:

Euro 6 is the most stringent emission standard to date. Besides the economical benefits that comes with switching to this cleaner engine the emotional reason to switch is for the sake of nature. That's why it is nature that spreads the message by creating the campaign. And who can convince you to switch to cleaner engines better than nature itself? The target audience saw the posters at car shows and in outdoor advertising together with a short documentary that showed how nature created the campaign.

The success of the promotion with both client and consumer including some results:

The posters got a lot of attention at several car shows and in outdoor advertising and the campaign was a big hit in the transportation business. Besides offline our story was also picked up by our target audience on car and transportationblogs. The documentary that showed how nature created the posters spread around the web and blogs and press gave it further media coverage and visibilty helping creating more awareness around the objectives. A resource of valuable PR for Mercedes-Benz Trucks.

The posters were shown at car shows and in outdoor advertising together with a QR code that was linked to the making of.

Advertising Agency: N=5, Amsterdam, The Netherlands
Art Director: Ed van Bennekom Copywriter: Jasper Diks Producer: Guy van der Hoop Director: Danny van den Bersselaar Production Company: Big Shot Year: 2012