Super Bowl: Then and Now
“The cost of a 30-second spot for Super Bowl I in 1967 was $42,500 on CBS and $37,500 on NBC. (That’s right, it was the only time the game was broadcast on two networks). Twenty years and 20 games later, the cost had spiraled to $600,000. For this year's game, CBS is asking $2.6 million.”
But, the sheer number of people watching the Super Bowl can make the investment worthwhile if the ad is effective at capturing people's attention. Last year, the big game was the highest rated TV show in the U.S. with more than 93 million people tuning in.
Super Bowl XXI, 1987
· Giants beat Broncos 39-20
· Network: CBS
· Viewers: 87,190,000
· Cost for a 30-second ad: $600,000
Super Bowl XL, 2006
· Steelers beat Seahawks 21-10
· Network: ABC
· Viewers: 77,900,000
· Cost for a 30-second spot: $2.5 million
· Notable ad: “Magic Fridge,” Budweiser
Wednesday, December 3, 2008
Sunday, November 9, 2008
GEICO: Techniques of Advertising
Advertising techniques are tools. The tools you need to attract attention, engage minds, trigger emotions, and change what people think. All of which can lead to sales. Weather it’s for a political campaign, a product or a service. For instance, the GEICO commercial, it uses many different techniques to grab the attention of consumers. Like many advertisements, comedy is used to trigger emotion; they implement a brand character, inject drama, promise a benefit, and create a metaphor as a slogan.
The GEICO marketing team has developed a series of short comedic skits to attract consumers and trigger a sense of emotion. The emotional response from the consumer is an enjoyable one. As we all love a good comic relief therefore this commercial can hold our attention. Because of the enjoyable experience created by the advertisement it is unlikely that the commercial will be forgotten. It will be talked about in conversation and enjoyed over and over again. This is one of the many cleaver techniques used to create endless remembrance of the advertisement. But there is a flaw. That flaw is a lack of explanation and description of the company. The advertisers have gotten away from the importance of explaining what their product is about. But by creating a character or “mascot” as a representation of the company consumers can quickly relate the two.
The use of the caveman as a brand character helps advertisers spin off other ways of advertising. The caveman has become something like a mascot. A simple poster or billboard of a caveman with the word GEICO under it can trigger a consumer to remember their slogan “so easy a cave man can do it”. In the world we live in today that slogan is a very clever one. The world around us is so fast paced with so much to do and so little time to do it in this slogan represents what almost every American is looking for, simplicity.
“So easy a caveman can do it” is a metaphoric slogan used to create a symbolic representation of the key idea advertisers want to communicate. They have created this metaphor to represent an unforgettable characteristic of the brand which is simplicity. “So easy that a caveman can do it” symbolizes the fact that their service is so easy that the consumer is left thinking, “If it’s that simple maybe I should try it!” This slogan also provides a clever way for the advertisers to feature the benefit of using their services. And the benefit to their service is simplicity.
There is a broad target audience for GEICO. It would be anyone with a driver’s license. The comedy used for the commercials cover that market range well. It can be appreciated by a wide range of ages with the known exception of small children who aren’t very interested in car insurance. As for a young teenager about to get a license, they may see this commercial, enjoy the comedy, and become very fond of it. They may then try to pursue their parents into using GEICO’s services just because they liked the commercial.
The GEICO marketing team has developed a series of short comedic skits to attract consumers and trigger a sense of emotion. The emotional response from the consumer is an enjoyable one. As we all love a good comic relief therefore this commercial can hold our attention. Because of the enjoyable experience created by the advertisement it is unlikely that the commercial will be forgotten. It will be talked about in conversation and enjoyed over and over again. This is one of the many cleaver techniques used to create endless remembrance of the advertisement. But there is a flaw. That flaw is a lack of explanation and description of the company. The advertisers have gotten away from the importance of explaining what their product is about. But by creating a character or “mascot” as a representation of the company consumers can quickly relate the two.
The use of the caveman as a brand character helps advertisers spin off other ways of advertising. The caveman has become something like a mascot. A simple poster or billboard of a caveman with the word GEICO under it can trigger a consumer to remember their slogan “so easy a cave man can do it”. In the world we live in today that slogan is a very clever one. The world around us is so fast paced with so much to do and so little time to do it in this slogan represents what almost every American is looking for, simplicity.
“So easy a caveman can do it” is a metaphoric slogan used to create a symbolic representation of the key idea advertisers want to communicate. They have created this metaphor to represent an unforgettable characteristic of the brand which is simplicity. “So easy that a caveman can do it” symbolizes the fact that their service is so easy that the consumer is left thinking, “If it’s that simple maybe I should try it!” This slogan also provides a clever way for the advertisers to feature the benefit of using their services. And the benefit to their service is simplicity.
There is a broad target audience for GEICO. It would be anyone with a driver’s license. The comedy used for the commercials cover that market range well. It can be appreciated by a wide range of ages with the known exception of small children who aren’t very interested in car insurance. As for a young teenager about to get a license, they may see this commercial, enjoy the comedy, and become very fond of it. They may then try to pursue their parents into using GEICO’s services just because they liked the commercial.
Tuesday, November 4, 2008
Message Appeal
The MGD 64 ad that I referred to in my most recent blog entry, triggered my attention as a consumer. As an advertising student, I feel that the advertisers pointed out the most important point about the product – that it only contains 64 calories. They emphasized this component using both the humor and guilt element of appeal. I thought it was hilarious when the girl ordered her margarita with few calories, and she barely had a shot in her glass. It proved the point of the beer. You can have a whole beer or a sip of margarita for the same amount of calories. After the commercial was over I felt that if I wanted a beer, I should drink this new MGD 64 if I plan to keep my figure. Even if it is not the intention to create a feeling of guilt amongst women, it can easily be done with out much knowledge of it. This ad may or may not have conscientiously wanted to evoke guilt but either way I felt guilty.
Verizon Wireless has run a very effective collage of advertisements recently. The catch phrase, “We never stop working for you”, illustrates the underlying message – In every level of communication needs, from customer service to advancements in technology, Verizon Wireless works for you. In a newer commercial, a potential motel guest is confronted by a daunting looking attendant, who warns him that there is only one room left. This available room, he cautions is a dead zone, wear calls are lost and emails aren’t received. Surprisingly, the motel guest boats that he’s got the Verizon Wireless Network. Then he is reassured of his converge by the overwhelming mass of Verizon Wireless employees crowding outside. This commercial plays on natural fear. The viewer is afraid that if he doesn’t have adequate coverage, that he’ll be left in a dead zone, or worse. The viewer is prompted to second guess his service and to potentially purchase Verizon service.
I don’t exactly like the Geico commercials that feature the cavemen. The message appeal is too weak and very stale. The commercials seem to be informative, but they are actually an appeal to humor. This unfortunately doesn’t work too well, because the commercials aren’t funny. One such ad, features a caveman in the airport, seeing a large wall ad for Geico’s, “So easy a caveman can do it” campaign. The caveman is insulted and rightfully so. He walks off disappointed and hangs his head low. The look of disbelief and disgust is palpable. This dry humor does nothing to enhance the product or to attract any real attention. The commercials would do good to switch to another form of appeal. This form is obviously not working.
Allstate commercials are very serious and evoke a sense of fear. However, the commercials are fear-mongering. The premise behind the commercial is to have better than adequate coverage, because without it you’re doomed. This seems to play over well at first, but fear soon leads into dread, and dread becomes panic. Dennis Haysbert, is famous for asking, “Are you in good hands?” But in one commercial he strolls through a car accident that has been drastically slowed down. The driver is shown, as coffee slowly fly’s through the air, as he creeps into the rear of the car ahead of him. Mr. Haysbert steps in to remind you that safe drivers get a discount. This is too real and too overwhelmingly scary for the viewer. This appeal would work well in a toned-down fashion – with an adequate balance of fear and hope.
Verizon Wireless has run a very effective collage of advertisements recently. The catch phrase, “We never stop working for you”, illustrates the underlying message – In every level of communication needs, from customer service to advancements in technology, Verizon Wireless works for you. In a newer commercial, a potential motel guest is confronted by a daunting looking attendant, who warns him that there is only one room left. This available room, he cautions is a dead zone, wear calls are lost and emails aren’t received. Surprisingly, the motel guest boats that he’s got the Verizon Wireless Network. Then he is reassured of his converge by the overwhelming mass of Verizon Wireless employees crowding outside. This commercial plays on natural fear. The viewer is afraid that if he doesn’t have adequate coverage, that he’ll be left in a dead zone, or worse. The viewer is prompted to second guess his service and to potentially purchase Verizon service.
I don’t exactly like the Geico commercials that feature the cavemen. The message appeal is too weak and very stale. The commercials seem to be informative, but they are actually an appeal to humor. This unfortunately doesn’t work too well, because the commercials aren’t funny. One such ad, features a caveman in the airport, seeing a large wall ad for Geico’s, “So easy a caveman can do it” campaign. The caveman is insulted and rightfully so. He walks off disappointed and hangs his head low. The look of disbelief and disgust is palpable. This dry humor does nothing to enhance the product or to attract any real attention. The commercials would do good to switch to another form of appeal. This form is obviously not working.
Allstate commercials are very serious and evoke a sense of fear. However, the commercials are fear-mongering. The premise behind the commercial is to have better than adequate coverage, because without it you’re doomed. This seems to play over well at first, but fear soon leads into dread, and dread becomes panic. Dennis Haysbert, is famous for asking, “Are you in good hands?” But in one commercial he strolls through a car accident that has been drastically slowed down. The driver is shown, as coffee slowly fly’s through the air, as he creeps into the rear of the car ahead of him. Mr. Haysbert steps in to remind you that safe drivers get a discount. This is too real and too overwhelmingly scary for the viewer. This appeal would work well in a toned-down fashion – with an adequate balance of fear and hope.
Tuesday, October 28, 2008
Creative Brief
Date: 10/28/08
Project: MGD 64
Background:
A new, very light version of Miller Genuine Draft known as MGD 64
Guilt-free beer for women who like to drink beer, like the taste but not the calories.
Success will be measured by ROMI (Return on Mktg. Investment).
Audience:
Primary-Women over the age of 21
What to avoid: Making women feel guilty for indulging in a cold beer
Secondary- Men who are aware of caloric intake, usually over 40.
Objectives:
Through rapid diffusion MGB will become a notional brand
Provide an accurate reflection of the brands competitive advantage.
Motivate consumers to action.
Create consumer context reflecting functional needs.
The Message:
“A new, very light version of Miller Genuine Draft, only 64 calories in a 12-ounce serving.”
Other points- Genuine taste, less the calories, more the fun.
Medium:
Primary- TV, Magazines, Internet
Secondary-Outdoor ads, Radio
Additional Mandatory’s:
Drink Responsibly
Budget:
Management consensus
-course for strategy
-budgeting % (SOM/SOV)
-set standards for measuring results
Project: MGD 64
Background:
A new, very light version of Miller Genuine Draft known as MGD 64
Guilt-free beer for women who like to drink beer, like the taste but not the calories.
Success will be measured by ROMI (Return on Mktg. Investment).
Audience:
Primary-Women over the age of 21
What to avoid: Making women feel guilty for indulging in a cold beer
Secondary- Men who are aware of caloric intake, usually over 40.
Objectives:
Through rapid diffusion MGB will become a notional brand
Provide an accurate reflection of the brands competitive advantage.
Motivate consumers to action.
Create consumer context reflecting functional needs.
The Message:
“A new, very light version of Miller Genuine Draft, only 64 calories in a 12-ounce serving.”
Other points- Genuine taste, less the calories, more the fun.
Medium:
Primary- TV, Magazines, Internet
Secondary-Outdoor ads, Radio
Additional Mandatory’s:
Drink Responsibly
Budget:
Management consensus
-course for strategy
-budgeting % (SOM/SOV)
-set standards for measuring results
Friday, October 3, 2008
A Good Campaign!
Target’s consistent use of the red and white “bull’s eye” has grounded Target as a household name among middle-class American families. Target has established their store symbol so well, with such a distinct symbol that whenever one sees it they know exactly what is being represented. Using a symbol instead of just the store name alone is a very clever alternative.
Target commercials are notorious for squeezing as much merchandise as possible into a one minute commercial. This is a great way to indicate the large assortment of merchandise that Target has to offer.
Through their campaigns Target translates a sense of youth. Their use of bright colors, young models, and upbeat tempos grab the attention of consumers everywhere. In a typical Target commercial, as products, brands and labels are flowing throughout; catchy upbeat songs are being played to represent the style and atmosphere of their stores. As the commercial flows so easily from product to product consumers are persuaded to correlate that flow with an ideal shopping experience of the same ease. It shows how easy it is to find these products all in one place. During this entire advertisement Target manages to show consumers just how their products can be implemented in everyday activities. Their commercials show creativity and innovative thoughts, and every consumer desires to be creative and/or innovative. It’s the purpose for which we shop. If consumers notice that Target owns these characteristics then shopping here may help them to achieve these characteristics for themselves.
To further encourage consumers to shop at Target, Target is going public with their efforts to be more eco friendly. This will definitely help add to Target’s consumer base due to the rising popularity of eco friendly products.
Target commercials are notorious for squeezing as much merchandise as possible into a one minute commercial. This is a great way to indicate the large assortment of merchandise that Target has to offer.
Through their campaigns Target translates a sense of youth. Their use of bright colors, young models, and upbeat tempos grab the attention of consumers everywhere. In a typical Target commercial, as products, brands and labels are flowing throughout; catchy upbeat songs are being played to represent the style and atmosphere of their stores. As the commercial flows so easily from product to product consumers are persuaded to correlate that flow with an ideal shopping experience of the same ease. It shows how easy it is to find these products all in one place. During this entire advertisement Target manages to show consumers just how their products can be implemented in everyday activities. Their commercials show creativity and innovative thoughts, and every consumer desires to be creative and/or innovative. It’s the purpose for which we shop. If consumers notice that Target owns these characteristics then shopping here may help them to achieve these characteristics for themselves.
To further encourage consumers to shop at Target, Target is going public with their efforts to be more eco friendly. This will definitely help add to Target’s consumer base due to the rising popularity of eco friendly products.
Friday, September 26, 2008
Flat Earth Chips
I do not like the positioning of this brand. I do not like the slogan used, "when pigs fly". There in nothing unique about this slogan. When I hear this it does not direct my thinking to the product instead, it will only direct my thinking to the metaphor itself and to the idea of impossibilities. When assigned this topic i had no idea what Flat Earth Chips were. After looking at the commercial i remembered the commercial...not the product. I Remembered everything from the music to the woman following the little pink pig but, the product I did not. When and if this brand tries to globalize it will be very difficult. This metaphor has no meaning in other areas of the world. The company will have to find another metaphor to communicate the same idea. After looking at the website the company is already aware of this so why not come up with a slogan that is capable of easy transition. This slogan does not represent the product. Many brands are already promoting health and we are, as consumers, already aware that food can taste good and be good for you at the same time. They should have emphasized the what the product offers that others do not. Like the fact that a bag of of chips can offer a whole serving of veggies of fruits, its not a drink, not a health bar, but a BAG OF CHIPS!
As a college student I am a sucker for anything that makes my life simpler. This brand could have positioned itself as a snack food great for on the go. The fast paced life of a college student almost makes it impossible to eat right. Being away from home, always eating out, always on the go this product is a good source of nutrition.
What I did like about the product positioning was the fact that they emphasized how innovative it was. It is a new concept to have what is considered normally a "junk food" be nutritious. This concept "when pis fly" suggests that the product has turned the impossible into the now possible. Wouldn't a better slogan be..."The pig has flown"? Basing credibility solely on the fact that this product is innovative wont last. Other products will be developed that are bigger and better and considerably more innovative.
As a college student I am a sucker for anything that makes my life simpler. This brand could have positioned itself as a snack food great for on the go. The fast paced life of a college student almost makes it impossible to eat right. Being away from home, always eating out, always on the go this product is a good source of nutrition.
What I did like about the product positioning was the fact that they emphasized how innovative it was. It is a new concept to have what is considered normally a "junk food" be nutritious. This concept "when pis fly" suggests that the product has turned the impossible into the now possible. Wouldn't a better slogan be..."The pig has flown"? Basing credibility solely on the fact that this product is innovative wont last. Other products will be developed that are bigger and better and considerably more innovative.
Monday, September 15, 2008
Marketing Ethics
There is a thin line between what is right and what is wrong when t comes to ethics in advertising. Advertising agencies are always being pushed to the limit. They are forced to be innovative, creative, and always a step ahead. When developing an ad campaign the objective is to grab your target audience. Sometimes, to do so an agency may have to push the limits a little and test the waters. Here is where I am when it comes to right and wrong.
Some feel that advertising to small children is wrong but to me the idea of advertising to small children is something I consider very clever as long as it’s done smart. Grabbing a consumer at a young age and forcing a brands identity into their memories creates a long lasting subconscious brand/consumer loyalty. Although not yet understanding of this the young consumer will forever be magnetized to this specific brand that successfully gained their loyalty. And then comes in the nag factor. Companies can often times leave it to the children to nag their folks until they get what they want. If the world was meant to make parenting easy than there would be no need for parenting!
Now on the other end of things, say that a brand like Camel cigarettes were slowly falling out of the market and their only hope is to reinvent themselves. This brand decides to target a younger consumer, one who is naive to negative effects of a cigarette. The brand tries to do this in a subliminal kind of way. The commercial they create looks to be targeted to adults, it seems that that is who they are talking to but, in actuality it is grabbing the attention of small children. In doing so, bright contrasting colors are being used and a cartoon camel is doing all the talking. Now if a child sees a cool looking animated camel smoking a cigarette what do you think they are going to want to try? A cigarette! Oh…but if I remember correctly this has already been done. By who? The Camel brand! I would blame the ad agency that created this ad but truthfully they were just doing what was asked of them. I blame the owners of the brand for choosing the ad itself. I’m sure the agency sat down with the brand rep and went over many of their ideas before settling on one. Obviously morals were nowhere present in this decision.
So when it comes down to it I think that marketing to children is okay, as long as the product that is being marketed is not harmful.
Some feel that advertising to small children is wrong but to me the idea of advertising to small children is something I consider very clever as long as it’s done smart. Grabbing a consumer at a young age and forcing a brands identity into their memories creates a long lasting subconscious brand/consumer loyalty. Although not yet understanding of this the young consumer will forever be magnetized to this specific brand that successfully gained their loyalty. And then comes in the nag factor. Companies can often times leave it to the children to nag their folks until they get what they want. If the world was meant to make parenting easy than there would be no need for parenting!
Now on the other end of things, say that a brand like Camel cigarettes were slowly falling out of the market and their only hope is to reinvent themselves. This brand decides to target a younger consumer, one who is naive to negative effects of a cigarette. The brand tries to do this in a subliminal kind of way. The commercial they create looks to be targeted to adults, it seems that that is who they are talking to but, in actuality it is grabbing the attention of small children. In doing so, bright contrasting colors are being used and a cartoon camel is doing all the talking. Now if a child sees a cool looking animated camel smoking a cigarette what do you think they are going to want to try? A cigarette! Oh…but if I remember correctly this has already been done. By who? The Camel brand! I would blame the ad agency that created this ad but truthfully they were just doing what was asked of them. I blame the owners of the brand for choosing the ad itself. I’m sure the agency sat down with the brand rep and went over many of their ideas before settling on one. Obviously morals were nowhere present in this decision.
So when it comes down to it I think that marketing to children is okay, as long as the product that is being marketed is not harmful.
Friday, September 5, 2008
Brand Identity
CocaCola
Started in Atlanta, Georgia, in 1886 at five cents a glass. When deciding on a name it was settled concluding that the two C’s would look great in advertising. Coca cola has successfully kept up with the times but still remains a classic. It is a symbol of friendship and unity.
Core Identity:
Coca Cola is a crisp refreshment promised to excite your pallet
It is the first of it’s kind, introduced by our nation
Targets everyone of every age and race
Promotes togetherness, good times, and memories
Brand as an Organization
Good quality
Distributes Globally
Innovative
Sub brands
· Diet Coke
· Coke Zero
· Orange Coke (United Kingdom)
· Sprite
· DASANI (water)
· A&W, and many more
Logo
Coca Cola
Value proposition
“You can rest easy in knowing that The Coca-Cola Company has the right beverage to hydrate, energize, nourish, relax or enjoy your life.”
Core Identity:
Coca Cola is a crisp refreshment promised to excite your pallet
It is the first of it’s kind, introduced by our nation
Targets everyone of every age and race
Promotes togetherness, good times, and memories
Brand as an Organization
Good quality
Distributes Globally
Innovative
Sub brands
· Diet Coke
· Coke Zero
· Orange Coke (United Kingdom)
· Sprite
· DASANI (water)
· A&W, and many more
Logo
Coca Cola
Value proposition
“You can rest easy in knowing that The Coca-Cola Company has the right beverage to hydrate, energize, nourish, relax or enjoy your life.”
Friday, August 29, 2008
Top 10 Ad Agencien in U.S.
1. McCann Erickson Worldwide
2. BBDO Worldwide
3. JWT
4. Y&R
5. DDB Worldwide
6. Ogilvy & Mather Worldwide
7. Grey
8. Campbell-Ewald
9. Draft FCB
10. TBWA Worldwide
My pick of ads agencies would be…
4. JWT. This agency has Chevy commercial that stood out to me. I liked it because it represented the Carolinas. It played a classic song written about the Carolina coast (a place that is close to my heart) as it showed a variety of different Chevrolets. It gave me a warm feeling inside, making me feel at home and proud of where I’m from.
3. Grey Group also had a cute and memorable ad for E*Trade. It showed a baby (around the age of 2) sitting in front of a computer speaking perfect English and buying stock. I find it to be rather funny looking but, cute. The concept is to show how easy E*Trade can be. So easy a baby can do it! LOL…it cute!
2. McCann Erickson. Their commercial for Happy Dent Teeth Whitening took a lot of creativity. The color graphics and usage of lighting is stunning as it depicts an Indian town and its palace just at night fall. Later in the commercial as the sun is setting and street lights are illuminated I follow a villager through town as I’m realizing that all of the light sources are actually coming from the mouths of humans. This villager runs into the palace where he climes the ceiling in order to hang from a massive chandelier then opens his mouth to create a light source from his teeth. Clever…I must say. And might I add….I love the background music. The actual product may not be imbedded in my mind quite yet but the commercial sure is!
1. Now…my #1 commercial was created by BBDO. This commercial cracked me up. It was an ad promoting an energy drink. It showed numerous people singing a corky jingle as they were waking up in the beds of strangers with hangovers from partying too hard the night before. It sounds inappropriate but hey…it sells. It sure sold me. This energy drink is supposed to help get your day started after a hard night. But the way the agency chose to make fun of my own generation was dead on….Classic!
2. BBDO Worldwide
3. JWT
4. Y&R
5. DDB Worldwide
6. Ogilvy & Mather Worldwide
7. Grey
8. Campbell-Ewald
9. Draft FCB
10. TBWA Worldwide
My pick of ads agencies would be…
4. JWT. This agency has Chevy commercial that stood out to me. I liked it because it represented the Carolinas. It played a classic song written about the Carolina coast (a place that is close to my heart) as it showed a variety of different Chevrolets. It gave me a warm feeling inside, making me feel at home and proud of where I’m from.
3. Grey Group also had a cute and memorable ad for E*Trade. It showed a baby (around the age of 2) sitting in front of a computer speaking perfect English and buying stock. I find it to be rather funny looking but, cute. The concept is to show how easy E*Trade can be. So easy a baby can do it! LOL…it cute!
2. McCann Erickson. Their commercial for Happy Dent Teeth Whitening took a lot of creativity. The color graphics and usage of lighting is stunning as it depicts an Indian town and its palace just at night fall. Later in the commercial as the sun is setting and street lights are illuminated I follow a villager through town as I’m realizing that all of the light sources are actually coming from the mouths of humans. This villager runs into the palace where he climes the ceiling in order to hang from a massive chandelier then opens his mouth to create a light source from his teeth. Clever…I must say. And might I add….I love the background music. The actual product may not be imbedded in my mind quite yet but the commercial sure is!
1. Now…my #1 commercial was created by BBDO. This commercial cracked me up. It was an ad promoting an energy drink. It showed numerous people singing a corky jingle as they were waking up in the beds of strangers with hangovers from partying too hard the night before. It sounds inappropriate but hey…it sells. It sure sold me. This energy drink is supposed to help get your day started after a hard night. But the way the agency chose to make fun of my own generation was dead on….Classic!
Wednesday, August 27, 2008
Agencies and Campaigns
Any agency, especially one that is up and coming should never cut corners when it comes to it's advertising campaign. A good campaign stimulates emotion creating a memorable experience for audiences.
There is a lot of strategic planning that must take place before a campaign can launch, beginning with an assemblage of people and massive resources. First and foremost a target market must be narrowed, followed by extensive research on that specific market. Then a theme must be set in order to set a tone for the campaign. A theme that their target market can identify with either, emotionally (ex. creating a sense of nostalgia) or through common experiences. If the target market consists of children a good theme would evoke a lite state of emotion focused on stimulating excitement with things that may be adventurous and\or exciting (a good tool; colorful animation).
A theme must be thought out carefully because it is developed to create a memory that links a product/service to an audience. The intention of a campaign theme is to stand out and represent its brand, its company or, its political leader... (GO Barack!)
There is a lot of strategic planning that must take place before a campaign can launch, beginning with an assemblage of people and massive resources. First and foremost a target market must be narrowed, followed by extensive research on that specific market. Then a theme must be set in order to set a tone for the campaign. A theme that their target market can identify with either, emotionally (ex. creating a sense of nostalgia) or through common experiences. If the target market consists of children a good theme would evoke a lite state of emotion focused on stimulating excitement with things that may be adventurous and\or exciting (a good tool; colorful animation).
A theme must be thought out carefully because it is developed to create a memory that links a product/service to an audience. The intention of a campaign theme is to stand out and represent its brand, its company or, its political leader... (GO Barack!)
Sunday, February 3, 2008
Generations!
A consumer’s idea of the perfect shopping experience differs from person to person and even more so from generation to generation! The type of shopping experience expected for a 53 year old woman is nothing like that of a 13 year old girl. For example, the 13 year old (known to be from the Z generation) would have a better experience if she were shopping in an upbeat environment with loud music and bright colors. A place like limited too would be her ideal place to shop for apparel. Now when it comes to the 53 year old woman (and baby boomer) I think of women like my mother and shopping for clothing is not on her list of priorities. She’d prefer a place like JC Penney’s. It’s affordable and has a variety of everything all in one place. Now on the other had a 31 year old women (generation X) is at the peak of her prime, career wise and, is more than likely a working mother. She might prefer to shop somewhere like Macy’s. A trendy place with nice fashion to help keep her young, not too pricey but still a place that carries designer names. A 23 year old (generation Y) can also be seen in Macy’s for the newest fashions. The one generation I haven’t mentioned yet is the silent generation. I feel this generation (born1925-1945) would probably prefer the shop from a catalog only to avoid the hassle of the streets. Shopping from home allows them shop at their own pace instead of having to keep up with everyone else’s.
Generational Cohorts Generation X - Known as the "Baby Bust", due to a sharp decline in birth rate, individuals born between the twenty year time-span from 1960 to 1980 are characterized as being "apathetic, cynical, disaffected, streetwise loners and slackers". However, they also hold popularity as being the most entrepreneurial laden, technologically-innovative group in America .
Following the Baby-boomers yet preceding Generation Y, Gen X-ers have experienced their fair share of heartache and triumph. Their birth marked the end of the cold war as well as the Regan administration. They witnessed the collapse of the USSR and the Berlin Wall. Also notable were the very loose gender roles that defined women and the rigid gender identification of men, the fierce boom of women in the male-dominated workforce, the decline of marriage and the lack of mainstream religion. Most importantly they saw the rise of America as the superpower it is today. This action single-handedly influenced what events took place, what trends were seen, and what type of adults Gen X-ers grew up to be. As consumers Gen X-ers compose almost one-fifth of the US population while consistently spending $125 billion each year. They have a great "affinity for technology, fast spending, and more impressed by personal style than designer price tags." Categorized into three groups: college and graduate students, young professionals, and married couples. Business ownership is prominent within Gen X-ers, while others within the group float from career to career with ease. Their life is defined by coffee shops, intense sports, and explorative vacations. Retailers such as The Gap dominate clothing purchases made by Gen X-ers.
Following the Baby-boomers yet preceding Generation Y, Gen X-ers have experienced their fair share of heartache and triumph. Their birth marked the end of the cold war as well as the Regan administration. They witnessed the collapse of the USSR and the Berlin Wall. Also notable were the very loose gender roles that defined women and the rigid gender identification of men, the fierce boom of women in the male-dominated workforce, the decline of marriage and the lack of mainstream religion. Most importantly they saw the rise of America as the superpower it is today. This action single-handedly influenced what events took place, what trends were seen, and what type of adults Gen X-ers grew up to be. As consumers Gen X-ers compose almost one-fifth of the US population while consistently spending $125 billion each year. They have a great "affinity for technology, fast spending, and more impressed by personal style than designer price tags." Categorized into three groups: college and graduate students, young professionals, and married couples. Business ownership is prominent within Gen X-ers, while others within the group float from career to career with ease. Their life is defined by coffee shops, intense sports, and explorative vacations. Retailers such as The Gap dominate clothing purchases made by Gen X-ers.
Sunday, January 27, 2008
My S.W.O.T. Analysis
Strengths: smart, good grades, outgoing, team player, leader, hard worker, love for God, ambitious, creative, talented, artistic, studious, social, problem solver, clever, organized, humorous, happy.
Weaknesses: Not a morning person, emotional, impatience, easily distracted, playful, procrastination, dislike being alone, easily attached to people and objects, lack of technical skill.
Opportunities: Study abroad, internship, course planning, graduation, grad school, saving money,
buying a home, having a family.
Threats: Lack of study time, lack of skill, student competition, rise in tuition, low income, global competition, technologies, public education.
Weaknesses: Not a morning person, emotional, impatience, easily distracted, playful, procrastination, dislike being alone, easily attached to people and objects, lack of technical skill.
Opportunities: Study abroad, internship, course planning, graduation, grad school, saving money,
buying a home, having a family.
Threats: Lack of study time, lack of skill, student competition, rise in tuition, low income, global competition, technologies, public education.
Eryn's Mission Statement: Success
I will only see failure as an opportunity to learn. Success is noticed everyday as I make it from morning to night. I will continue my success as a student, employee, daughter, sister, aunt, lover and any other role I may take on. I will never lose focus on my passions. My faith and my family will remain most important to me. Work will never come before the two but it will bring me happiness. When I can't tell the difference between work and play....that's when I know I have succeeded.
Sunday, January 20, 2008
Online Shopping: Genius?
Online shopping caters to two kinds of people, the lazy and, the too busy! Today's society looks for convenience and the ability to shop from ones own computer caters to that demand. Too bad online shopping is a genius idea because I believe that the instant popularity of this form of shopping may have a little to do with the recession that this country is dealing with. The ever growing use of computers may be putting a lot of jobs in jeopardy. Now days a computer can sell a product as well, if not better than a human can. The Internet puts information at the finger tips of consumers without the inconvenience of listening to a sales rep. who may or may know what they're talking about. When a consumer shops from their computer they may receive the product and want to return it to the store, that store looses money because they didn't sell the product off their shelf but, they're forced to refund or exchange the product thus loosing money.
Their are many great savings on the Internet but me personally i prefer to see the item in tangible form before i purchase it. I like to know that the material feels as good as it looks and that the item is made in a professional manner. I also look for instant gratification and waiting for something to arrive via "snail mail" isn't my thing, especially when it comes to clothing. When i shop it's normally because I'm planning on wearing or using that produce asap.
Please don't get me wrong... online shopping is GREAT! It's just not for me and I'm not sure that it's too great for our economy either. The amount of cash flow online shopping generates is great I'm sure, but i only see it as helping the rich get richer!
Their are many great savings on the Internet but me personally i prefer to see the item in tangible form before i purchase it. I like to know that the material feels as good as it looks and that the item is made in a professional manner. I also look for instant gratification and waiting for something to arrive via "snail mail" isn't my thing, especially when it comes to clothing. When i shop it's normally because I'm planning on wearing or using that produce asap.
Please don't get me wrong... online shopping is GREAT! It's just not for me and I'm not sure that it's too great for our economy either. The amount of cash flow online shopping generates is great I'm sure, but i only see it as helping the rich get richer!
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