Thursday 10/22/09
11:30am - Dicks Sporting Goods - ads and displays for Nike and Under Armor
12 - 1pm - Itunes store - Twilight soundtrack, Simpsons Tree House of Horror
2-3, 5 - 7pm - TV USA Channel - Law and Order SVU, NCIS - I was working on a homework project while the TV was on as background noise, so the only commercials I caught were the following: Fish Oil, Aleve, Monk, House, GMC Terrain (cognitive, animation), Pizza Hut Wings (iphone order now available), Duracel (emotional), Macys (promotional 1 day sale), TJ Maxx (Testimonial), Clorox two (Demonstration).
Friday 10/23/09
12:30-7pm Radio - 97.7 The Bear classic rock, 99.1 Extra classic rock, Jack Fm, 97.1 The Drive classic rock - I went on a road trip home so I had the radio on the entire trip but switched stations when one stopped coming in. I often turn the volume down to drown out the ads but I listened to a few for the sake of the project:
Army Reserve, Caseys General Store (jingle), Godfathers Pizza (sponsor), SIU Football, Schnooks (store brand testimonial), JCPenny (last day sale, heard this three times every time at the very start of the commercial break so they must have paid more for that spot), hydroxitone (given away at VIP gift bags at film festivals so it must be good)
Billboards and vehicles: Rc Cola (new look), Lasik, U-Haul, Classiccinemas.com. My Wife and Kids (WCIU), 2012 movie, Love it Live Chicago Bulls
8-9pm - Monk - USA Channel - I watched almost every ad for this even though I normally get up and go do something:
Presented by Windex, followed by Windex commercial, Windex also had product placement in the show itself
Mac and PC Windows 7
Hyundai - need information (2nd opinion) hyundaimomentum.com
Ball Vaccuum (creator talks) demo Dyson Ball
Honda (everyone knows someone who loves a honda)
Latisse (grow eyelashes drug)
Smart Strand stain proof carpet
Jameson - humor alcohol
Monk Bobblehead
Alien Abduction movie
Mytouch 3g with google (classic song, celebrities)
Outback Subaru (emotional, first trip)
TD Ameritrade (twice celebrity endorsement)
Amtrack (emotional)
Fantasea Shed Aquarium cognitive
Volkswagon looks like nothing else on the road
Tylenol (dramatization - better than ibuprofen) pain relief
Geico humor
Lubridurm - favorite among dermatologists, doctor
Walgreens - Halloween humor animation
Missed some ads at the end, noise
Summary:
Overall the ads that grabbed my attention the most were ones that tied into something I was watching (Monk Bobblehead for sale on USAnetwork.com during the Monk commercial break), or ads that played to my own personal philosophy or moral standards. There weren't really any of those during these 2 days but in the past there have been some like Domino's offering a vegetarian option for their new sandwiches. Also a lot of the humor ads catch my attention, but I realized how bombarded I am with adveritising that I've started to really tune it out on purpose. I went on a road trip to my home for the weekend and the billboards and radio ads were non stop, I got so sick of writing them down that I started purposely ignoring them but still wrote down the ones that broke through the noise. I guess the best way to reach me in advertising would be to let me come to the ads. Now with entertainment making this switch to on demand with things like the internet, Itunes, and DVR it's almost cutting out the middle man of advertising and just having the audience pay for the product itself. I'm going to be way more interested in an ad if I'm the one searching it out to begin with.
Sunday, October 25, 2009
Thursday, October 8, 2009
Group Project Experiences
"Writeup should include a brief synopsis of your experience, what did you learn about advertising, how has it helped you, etc."
I had a generally positive experience working on this group project. My mom is a dietitian and I worked in her department at the hospital for a few years so I already know a lot about this topic. Interestingly, what I added to the group was leadership, accountability, and task managing more than information. I think our group meshed well each of us with different talents or motivations.
What I learned about advertising is that there needs to be a very precise direction planned before any actual work is done, but even with that direction there needs to be an amount of flexibility involved so that if things don't work out properly all is not lost. Although there were some major and minor inconveniences or our project, our group handled it well and we managed to fulfill the majority of tasks that needed to be completed for the project. In the future I would push the group and myself to not procrastinate so that there is more time to polish the project before the due date.
I had a generally positive experience working on this group project. My mom is a dietitian and I worked in her department at the hospital for a few years so I already know a lot about this topic. Interestingly, what I added to the group was leadership, accountability, and task managing more than information. I think our group meshed well each of us with different talents or motivations.
What I learned about advertising is that there needs to be a very precise direction planned before any actual work is done, but even with that direction there needs to be an amount of flexibility involved so that if things don't work out properly all is not lost. Although there were some major and minor inconveniences or our project, our group handled it well and we managed to fulfill the majority of tasks that needed to be completed for the project. In the future I would push the group and myself to not procrastinate so that there is more time to polish the project before the due date.
Wednesday, October 7, 2009
Questions from chapters 4,5,6
Chapter 4:
Q:What is the major ethical issue with market segmentation?
A: That market segmentation can be a form of racial or other sensitive stereotyping.
Chapter 5:
Q:How many and what are the steps of Advertising Campaign Management?
A: There are five steps. 1: Review the communication market anaylsis 2: establish advertising objectives consistent with the communication objectives developed in the promotions opportunity analysis program 3: review the advertising budget 4: select the media in conjunction with the advertising agency 5: prepare a creative brief
Chapter 6:
Q: What is a major criticism with sex appeal advertising for the viewer?
A: it perpetuates dissatisfaction with the viewer's body and can cause eating disorders, for both males and females.
Q:What is the major ethical issue with market segmentation?
A: That market segmentation can be a form of racial or other sensitive stereotyping.
Chapter 5:
Q:How many and what are the steps of Advertising Campaign Management?
A: There are five steps. 1: Review the communication market anaylsis 2: establish advertising objectives consistent with the communication objectives developed in the promotions opportunity analysis program 3: review the advertising budget 4: select the media in conjunction with the advertising agency 5: prepare a creative brief
Chapter 6:
Q: What is a major criticism with sex appeal advertising for the viewer?
A: it perpetuates dissatisfaction with the viewer's body and can cause eating disorders, for both males and females.
Saturday, October 3, 2009
Creative Brief
1. Non alcoholic beverages
Mountain Dew
1.) The objective is to increase retailer and wholesaler orders.
2.) The target audience is males 14 to 25, video gamers and extreme sports fans, in school, and need caffeine.
3.) The message theme is activity, awake, hydration, extreme, popularity. Ad should be emotional (right brained).
4.) The supporting fact is a 12 ounce can contains 54mg of caffeine. This is a great way to stay awake or to wake up for kids (especially those who don't drink coffee).
5.) The constraints: the nutrition fact label, 12oz can contains 170 calories and 46g of sugar.
2. Fast food restaurant
Subway
1.) The objective is to increase foot traffic into any subway store location.
2.) The target audience is teens male and female age 13-19, and adults male and female age 30-50, health concerned, overweight, value concerned.
3.) The message theme is to promote a healthy eating lifestyle, value ($5 footlong), diet, weight loss, availability, individuality.
4.) The supporting facts are subway is healthier than the other leading competition in fast food (McDonalds, Burger King, etc...), 6 grams of fat or less sandwiches, 31,816 locations in 91 countries, thousands of different sandwich combinations.
5.) The constraints: nutrition facts label, disclaimer subway is not always a healthy option in a diet.
3. Shoes
Adidas
1.) The objective is to build brand image.
2.) The target audience is athletic males and females 16-30.
3.) The message theme: style, comfort, fitness, way of life, philosophy.
4.) The supporting facts: largest sportswear manufacturer in Europe and second in the world, supporter and sponsor of soccer (football), tennis, golf, basketball, cricket, rugby, lacrosse, skateboarding.
5.) The constraints: legal protection of trademark/logo and motto "Impossible is Nothing".
Mountain Dew
1.) The objective is to increase retailer and wholesaler orders.
2.) The target audience is males 14 to 25, video gamers and extreme sports fans, in school, and need caffeine.
3.) The message theme is activity, awake, hydration, extreme, popularity. Ad should be emotional (right brained).
4.) The supporting fact is a 12 ounce can contains 54mg of caffeine. This is a great way to stay awake or to wake up for kids (especially those who don't drink coffee).
5.) The constraints: the nutrition fact label, 12oz can contains 170 calories and 46g of sugar.
2. Fast food restaurant
Subway
1.) The objective is to increase foot traffic into any subway store location.
2.) The target audience is teens male and female age 13-19, and adults male and female age 30-50, health concerned, overweight, value concerned.
3.) The message theme is to promote a healthy eating lifestyle, value ($5 footlong), diet, weight loss, availability, individuality.
4.) The supporting facts are subway is healthier than the other leading competition in fast food (McDonalds, Burger King, etc...), 6 grams of fat or less sandwiches, 31,816 locations in 91 countries, thousands of different sandwich combinations.
5.) The constraints: nutrition facts label, disclaimer subway is not always a healthy option in a diet.
3. Shoes
Adidas
1.) The objective is to build brand image.
2.) The target audience is athletic males and females 16-30.
3.) The message theme: style, comfort, fitness, way of life, philosophy.
4.) The supporting facts: largest sportswear manufacturer in Europe and second in the world, supporter and sponsor of soccer (football), tennis, golf, basketball, cricket, rugby, lacrosse, skateboarding.
5.) The constraints: legal protection of trademark/logo and motto "Impossible is Nothing".
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