Interruptive advertising is all around us, online, on TV, and on the Radio. There are a lot of values that we can pull from these interruptions as well as an impact whether it is negative or positive.
Pro: conversation starting, information at your finger tips, current events as it happens, random facts that could be helpful later, good ideas for rainy days, offers jobs, entertaining,
Example:
Ads like this entertain us and make us want to watch the commercial over and over, although they might not drive sales as easily due to controversy, they still become a part of our lives and make us smile.
Con: distracting, potential viruses, annoying as fuck, off sets the mood of whatever you are listening to or watching, jingles get stuck in your head,
Repetitive,
Example:
The jingle just gets stuck in your head, and when its time to get something cleaned, you know where you'll go. These type of ads have catchy jingles that can be negative for us (they won't go away!) or positive for them (because they won't go away!).
Other Example:
Public service announcements also fight into this area, pulling awareness to serious events, although usually these are boring and only informative, they still are part of the spectrum and shouldn't be avoided.
Environmental campaigns have caught on to social media as a plausible source of acquiring more supporters as well as an easy way to get their cause and message out in mass form.
Some aspects of their social campaign includes:
Keeping and creating a community that is connected all around the world
Locations of events are posted on website as well as how many events/ campaigns are going on.
All ages are encouraged to be proactive and gives ways that anyone can get involved in an easy way.
Bogs/ video blogs make the message more personable
Directly relating to their audience
Spreads the word faster
Cost less
Reaches multiple people at once
Tells people why the should care w/ lecturing people.
Constant Feed on twitter
Updating as it happens
Uses all forms of media: technology, videos, apparel.....
In class, we discussed ethnic and racial stereotyping and had a discussion about how using ethnic stereotyping can have possible negative effects.
The above video doesn't show a good spectrum of ethnic diversity and even focuses on a stereotype that is being hugely construed.
There can be inherit items that are wrong with this type of stereotyping in this kind of advertising. They start with creating a forced or false image that isn't even a real item of the culture or is only a small percentage but is being used to portray the whole. This twist of culture turns the image of a Mexican mariachi into a symbol of partying, but they are still shown as entertaining other people that are mostly white. This shows them as lower than the people shown or as still being subservient.
In groups we were given the task of choosing 2 stereotypical profiles and defining them in words.
The first profile our group chose was a Tourist.
We defined a tourist as: Camera on or around the neck
Has a Map
Safari Hat
Hawaiian T-shirt
Long white socks
Sun Block
Sun Burnt
Fanny Pack
Backpack
Lots of bags
Lost and confused look
Over-excited about little everyday things
Peace signs / posing for pictures
Different Language
Over dressed
Under dressed
The second profile we chose was that of a gangster.
We defined a gangster as:
Has tattoos
Chains
Grills
Sagging
22 inch rims
Chrystler
Cadilac
Guns
Teardrop Tattoos
Scars
Capped
Minorities
Wife beater shirts
Drugs
Prostitution
Wads of cash
Intercity / Urban
In class we were given a prompt in order to make an old technology like a typewriter appeal in modern day, below are some of the key points that we found.
Type writer:
Target group: hipsters or the emerging adults to this generation
- retro is the new fashion forward in thinking why not apply it to academic/ working life
- unplug from technology and regress into old inspiration, go back to roots
- make it personal,
- bring uniform and decrease the miscommunications between generations.
- put yourself in your parents shoes,
- empowerment, power of words, short to the point
- create a new statement. -
- glamorous, sophisticated, poise, creative
- find your special place
-precious moments
Brand communities like the example of Harley Davidson can result in a much greater involvement with the band. By creating this community they turn consumers into active advocates of the brand as well as a community of people that are ready and willing to defend the brand if the need arises. Because this experience tends to bring groups of friends into the fold, it creates a way for them to interact in a positive light within the brand.
The elements of the Posse Ride that enhances the meaning of the brand is the message that is constant throughout. Harley Davidson has touched on the point that they are not just selling a motorcycle but more over they are selling the lifestyle that goes with it. Through the posse ride they are re-enforcing and even contributing to the lifestyle that they are selling; The freedom to ride the open road.
By just conducting the ride, Harley Davidson is involved just enough, leaving the participants to fill in the rest and live within the community that is participating within. As long as they build the experience, they will come.
Harley Davidson could engage this community further through bike shows, conventions, ways to show off your Harley and tell your experience or lifestyle that you live through simply owning one.
What are some of the major advantages and disadvantages of nostalgia marketing?
Brings back memories of times when you used a product, video game, or event, that can be brought back to a persons childhood, or past. Advantages of this can be instant good feelings and an overall positive viewpoint of the brand or message being portrayed. A negative can be negative feelings or ideals that can be associated with the experience.
Are there some products or brands for which this strategy may not be successful? Why not?
New items that don't have a nostalgic background or history would not be able to tap into this. Also companies that have a negative history or are tied into negative events would not do well to run off of nostalgia.
When studying consumer behaviors, sometimes people make the wrong assumptions or just make big mistakes, I will show 2 ad campaigns that ultimately missed the mark.
1. McDonald's
This internet ad tried to play off of sex for people to go and eat at McDonald's needless to say, they missed their mark, and this topic is enough to make anyone lose their appetite for something to eat. A simple mistake that leaves us to question why? Yes, sex sells, sex sells clothing and cars, and for Carl's Jr. works quite well, but in a textual form it misses the mark by quite a bit.
2. ScanDisk
In 2006, ScanDisk launched a campaign to sell their own mp3 players. The campaign was designed to attack the Ipod. the problem with this was it was directly attacking the people it was trying to get to buy the product, if one thing is for sure, don't attack someone and then try to sell them something. You're going to have a bad time.
We were given a prompt in order to de-gender a girls playhouse ad. To accomplish this our group first found qualities that gendered the ad:
Laundry
Taking care of a baby
Cooking / Baking
The name (Rose-petal)
The colors (pinks, light blues, and purples)
The chores that went along with it
The jungle
Only girls in the ad
So we took this in mind and aimed to re-design the product / way it was advertised.
We came up with an ad that incorporate a group of kids (an odd number, 3 girls 2 boys) and attempted to change the tone of the ad altogether. We took the colors and made them more non-gender specific with full colors and primary colors. we changed the accessories to incorporate both male and female audiences.
The prompt we were given was "Busy moms looking for a housewarming gift." We were then shown a bunch of products that could possibly fit this description, we were to choose one and create a TV and Radio ad for the product. The product that our group chose was a waistband stretcher.
The approach we chose was to sell the item as a gift from one friend to another, being discrete was the big premise to this device. We designed a TV ad that took place inside a changing room, and 1 friend was trying on pants but they were just a little too small, her friend slipped the stretcher under the stall and the one trying it on was happy that they fit and she could buy them. The radio ad revolved around a mom getting ready for a party but she can't figure out what to wear. Her best friend gets there early and shows her the waistband stretcher so she can fit into her favorite pair of jeans for the party.
In this workshop, we were given the brief of creating a campaign to sell jeeps to an older audience as the target market. My group chose to use the Jeep Grand Cherokee as the model to base the campaign upon. We chose to tell a story that was slightly different, while still bringing focus to the unique features that the model has to offer.
Our idea was to appeal to the older generation by showing off the features to their grandchildren or children. Proving that in fact they are tech savvy and up to date with what is cool. the main features we would promote would be the side, front, and rear cameras that make maneuvering a breeze. An ad would follow with a grandparent picking up their grandchildren from school, and looking cool for them by showing off their touch screen LCD, and by talking to them through twitter or Facebook through the car. The point of our ad campaign would be to break the norm of what is thought of toward older people and technology.
For this workshop we were given the task to create a campaign for Toblerone using social media outlets. For a campaign to be successful in social media outlets, it has to engage users, be funny / entertaining, and give the users an instant satisfaction. In our group, we chose to achieve all of these by creating an activity that would engage users beyond just the sale of the chocolate. Using 3 Social Media Channels: Twitter, Instagram, and Facebook, We designed a contest that would entice users to participate. The main idea behind the contest, was to engage users by having them create scenes, and well known global land marks with the Toblerone brand chocolate. The top 3 submissions would then be broadcast-ed each week and voted on within Facebook, and Instagram. This interaction gives the users a way to interact and be known within the community, as the winners would be posted and receive various prizes.
For the ad campaign for this, it would consist of a few teaser ads that take actual scenes and have bites out of the landscape or melting as if it is made out of chocolate, with messages that lead to online content. also releasing an app that in certain areas creates augmented reality turning certain landmarks into being made out of Toblerone. such instances could be large traffic areas like Paris, turning the Eiffel Tower into being made out of tons of Toblerone.
Outdoor advertising has been a large part of advertising for a long time now, but it is only recently that we have been seeing it used creatively and effectively. The large majority of outdoor advertising that we see is a large billboard with a picture and text, blah blah blah. The select few that actually use the space in which the ad is placed, create a much larger impact from the message and engages the audience that are interacting with that space.
The above ad accomplishes this feature, by simply referencing to the cars being parked beneath the ad, it creates a relevance to the viewers reading it, a very simple yet effective use of space.
By engaging the physical space around it, it involves
