Jilda_Ch8

Importance Of Creativity In Advertising

Chapter 8 talks about the importance of creativity and how it sets companies apart from the competition and grabs people's attention. Companies spend millions of dollars for advertising messages that will steal the heart and minds of consumers. Creativity creates both impression and distinction. A good creative strategy and execution can be crucial to the success of a product or service.

https://hbr.org/2013/06/creativity-in-advertising-when-it-works-and-when-it-doesnt

Chloey_Chapter7

I did my post on Pewdiepie who was recently dropped by disney maker studios cutting ties because of his anti- semitic imagery in his popular youtube videos.

Here is the article:https://www.nytimes.com/2017/02/14/business/pewdiepie-youtube-disney.html?_r=0

Here is the video:https://youtu.be/3y0a9eLmuvo

Alexis lee ch_6

skittles commercial
Chapter 6 talks about Wearout, which is basically when a commercial loses it's effectiveness after seeing it so many times. People wind up not paying attention to it and eventually become annoyed. I believe that this could cause the consumer to not even want to buy the product; simply because they are annoyed by the company. According to the book experts say that the ads that are considered to be humorous wear out faster, just like any joke you hear over and over again. Though they are worn out, they are still effective in good ways and bad ways.

Sydney_Chap6

In chapter 6, it mentions having celebrities be sponsors/spokespersons for brands. Below are two commercials: one from beats by Dre and the other DJ Khaled with Naomi Campbell advertising Apple Music. The beats by Dre commercial has several music artists, and other celebrities wearing his headphones doing everyday stuff with the cordless headphones. With Apple Music, DJ Khaled has been their spokesperson for a few of their commercials/ads now.

beats by Dre
https://www.youtube.com/watch?v=kwQ9gPsmHHs

DJ Khaled & Naomi Campbell
https://www.youtube.com/watch?v=6_PHtkS1wxs

Allex_Chp7

Something from chapter 7 I found interesting was marketing objectives. These are usually defined in terms of specific and measurable outcomes such as sales volume, market share, profits, or return on investment. These are important things in the world of integrated marketing communications.

I have attached an article that touches on 4 principles of marketing strategy which includes marketing objectives.

http://www.forbes.com/sites/gregsatell/2013/04/16/4-principles-of-marketing-strategy-in-the-digital-age/#2b6ebeb9495c

Ne-Yo Endorses Malibu Red

   

 I think that Malibu using Ne-Yo to promote their new drink Malibu Red (2012-2013) was very strategic. With His Red album being released November 6th, 2011 it mad perfect sense for the two to team up. His album had already been building up a great amount of buzz and anticipation from fans and critics alike. Malibu was able to use his buzz to get their brand widely and quickly noticed. Ne-Yo used many platforms to promote the new drink including radio interviews, ads, commercials, music videos and social media.

Christine_Ch. 6

In Chapter 6 it mentions creative advertising. When the ad is very creative and out there it will usually stay in a person's mind. For the advertisement or product to stay alive and the one's that people remember are the one's that stand out from the crowd. For example, there was a commercial I watched in my sophomore year in high school and even if I wanted to forget it I can't. The commercial series creeped me out so much that I can never forget it.

https://www.youtube.com/results?search_query=creepy+ice+cream+commercial

http://venturebeat.com/2012/02/22/the-7-creep-factors-of-online-behavioral-advertising/

Alexa_Ch6

Chapter 6 talked about the harm of celebrity endorsements so I started thinking about cases in which these endorsements end up negatively effecting companies. I found an article that features failed celebrity endorsements and how this impacted sales.

http://www.businessinsider.com/the-13-worst-celebrity-endorsement-fails-2012-1#oj-simpson-hertz-1992-1

Brynn_Chp6

Comparative Advertising

Within comparative advertising also known as competitive advertising, there is indirect and direct comparative advertising. Indirect comparative advertising "makes a comparison between one brand or product and other brands or products without specifically naming them." while direct comparative advertising "specify a competing brand or product by name and allege that brand or product being promoted is in some way superior.

With direct comparative advertising arises problems. By the FTC policy, these advertisements are required to be truthful, honest and accurate. Relevant factors like size or weight are required to be specified. Issues often arise if a company makes false claims or infringes upon a trademark. But if a company is truthful and makes factual comparisons direct comparative advertising is useful and effective. Because of the problems that can come from direct comparative advertising many companies opt to use indirect comparative advertising in order to avoid these problems.

FTC Policy:

"Commission policy in the area of comparative advertising encourages the naming of, or reference to competitors, but requires clarity, and, if necessary, disclosure to avoid deception of the consumer. Additionally, the use of truthful comparative advertising should not be restrained by broadcasters or self-regulation entities."

Comparative Advertising

Elissa_Chp7

This article from Forbes emphasizes the importance of spending money on marketing during a recession. When a company is struggling, one of the first things it tends to cut is a marketing budget, because most companies see it as a "secondary" function. However, studies show that the brands most likely to survive a recession are the ones that continue to reinforce their brand image and consciously promote themselves through a recession. Such brands also tend to have a boom of sales as soon as the recession ends. I especially appreciated this article because it was written in 2008, the start of the housing crisis and ensuing recession.
http://www.forbes.com/2008/12/01/advertising-recession-wharton-ent-sales-cx_1201whartonadvertising.html

Molly_Chp6

Creative Advertising 

The key idea in Chapter 6 was creative advertising. Chapter 6 talked mainly about what elements that you would need to make an effective creative advertisement. It showed that the most effective creative advertising is when the advertisement is unique. When you can take two different things and make them connected I thinnk that's a really interesting way of advertising. I think if it's done well then it well help you get remembered and that is what advertising is trying to do.

http://www.lifehack.org/articles/lifestyle/40-creative-ads-that-will-inspire-you.html

This article shows how effective creative advertising can be.

Rachel_Chp7

Factors Influencing Sales

Types of Decisions made by consumers
http://www.sellingpower.com/content/article/?a=4487/nine-factors-that-influence-buying-decisions

I thought this article was interesting. It goes through different decision making consumers go through when buying a product or service. These different types of decisions can influence sales.

Madelyne_Ch. 6

Chapter 6 talks about the use and risk of Celebrity endorsements. This is an article about the best celebrity endorsements of all time. The list includes: David Beckham for H&M, Nicole Kidman for Chanel Number 5, and Ellen Degeneres for Cover Girl.

http://www.therichest.com/rich-list/most-influential/10-of-the-most-successful-celeb-endorsements-of-all-time/

Alyssa_Ch7

Communications Effects Pyramid

Advertising and promotion perform communication tasks the same way a pyramid is built. First, it accomplishes the lower level objectives such as awareness and knowledge and comprehension. The percentage of prospective customers declines once they move up the pyramid since the lower levels are easier than the layers toward the top such as repurchase and regular use. It can also be used to determine promotional objectives for a established brand. It determines where the target audience sits on the pyramid and allows the company to determine what changes or new strategies to make in order to improve. 

http://www.wheelhouseadvisors.net/4-brands-with-phenomenal-customer-loyalty-and-engagement/

 

Cinthya_ch6

Attack Ads

Every two years the book describes the airwaves experiences a huge influx of political advertisement. Political ads fall into two categories, self promotion which are positive ads the highlight the campaigners and the second is attack ads. Attack ads are advertisements whose message is designed to personally attack an opposing candidate or political party. http://www.clotureclub.com/2012/09/top-10-best-political-attack-ads/

Stephanie_Chp.7

An issue advertisers come across is clutter. There are so many advertisements and companies fighting for the spotlight, it's hard to keep the consumers' attention and interest. The advertisement has to be creative and stand out to be remembered after being exposed to so many things.

I found some tips to break through this clutter. The ad must be clear and easy to understand the message. Suggestions of guerilla marketing and live promotions are also made so you are physically interacting with the consumers. Going viral is also a way to get new people's attention and remaining memorable.

"91% of marketing professionals felt that they could 'save money and better impact consumers by being more innovative about the media they use'"

http://marketing-made-simple.com/articles/promotional-clutter.htm

Monica_Chp7

DAGMAR

Dagmar is a marketing approach that measures the results of an advertising campaign. It stands for Defining Advertising Goals for Measured Advertising Results. Under this approach, the goal is to communicate to the buyer rather than sell to the buyer. There are four different communication tasks that are involved with this approach, which include: awareness, comprehension, conviction, and action, which ultimately gets the consumer to purchase the product.

I included this link to Investopia because it goes into more depth about DAGMAR. It gives good examples, and is an overall great tool and website for marketing related topics.

http://www.investopedia.com/terms/d/dagmar.asp

Megan_chp7

Direct-Response Advertising

http://www.marketingprofs.com/articles/2013/12294/effective-direct-response-marketing-one-shot-vs-campaign

This article talks about the two different ways to do direct-response advertising. There is the one-shot approach and then there is the two plus step approach. The one-shot is faster and creates sales faster. It is where you make one marketing piece like and email, post card, or online ad and it ends up being so well crafted that the person who sees it picks up the phone to place an order. The next type of direct response advertising is the two plus step approach. This one takes more time and creates sales over a period of time. It is where you send your audience information over a set of time that ends up making them want to purchase a product. Both types of advertising works, the company just has to pick which one will work better for them and their products.

Mackenzie_Chp.6

Personal vs Nonpersonal Channels

In chapter 6 I read about the difference between personal vs non personal channels. Information received from personal influence channels is generally more persuasive than information received via the mass media. Promotions involving real people communicating with other people is considered personal promotion. While salespeople are a common and well understood type of personal promotion, another type of promotion, called controlled word of mouth promotion ( buzz marketing) is emerging as a form of personal promotion. Unlike salespeople who attempt to obtain an order from customers, controlled word of mouth promotion uses real people to help spread information about a product but is not designed to directly elicit orders. If a customer does not understand something in the initial message the person delivering the message can adjust the promotion to address questions and concerns. Many non-personal forms, such as radio advertisement, are inflexible, at least in short term. They cannot be adjusted for questions that arise when audiences experience the ad.

http://www.citeman.com/3165-personal-communications-channels.html

http://www.citeman.com/3148-non-personal-communications-channels-2.html

Katelyn_Chp6

Verbal vs. Visual Messages

Visual vs. Verbal Communication: Why Packaging is So Essential to Brand-Building

In chapter six, verbal versus visual messages was an interesting topic. When I was looking for an article, I came across one that emphasized the importance of packaging. Product packaging is something that I'm interested in for my career, so this article was perfect. The article gives a few examples of good visual packaging that is recognizable as an established brand.

"People are visual. Strong visual design assets have a way of sticking more than verbal communication. That’s why packaging has the power to sell consumers right at the retail shelf."

Michelle_ch6

Fear Appeals

When companies are using fear appeals in their advertisements they are trying to evoke an emotional response from their viewers about a incoming threat or danger of some kind. The article I found discusses the growth of fear appeals within advertising.

https://themarketingagenda.com/2014/09/11/the-growth-of-fear-appeals-in-advertising/

This article talks about how most people think of fear appeals as something really scary or threatening when really it could just be people being scared of becoming an outcast for not having a certain pair of shoes. Fear appeals are not always "high-fear" such as smoking or driving while texting commercials. "Low-fear" is something subtle like running out of shampoo. The purpose of those "low-fear" appeals is to induce anxiety and move people to make a change to get rid of it. It's interesting how these companies are able to scare consumers into purchasing their products just by pushing us a little. 

Kendra_Chp6

Celebrity Endorsements

Marketers think a popular celebrity will influence consumers feelings, attitudes, and purchase behavior. They also believe that celebrities can enhance the target audience's perceptions of the product in terms of image and/or performance.

This is a link to 10 of the most successful celebrity endorsements of all time
http://www.therichest.com/rich-list/most-influential/10-of-the-most-successful-celeb-endorsements-of-all-time/

Kaitlyn_Chp6

Types of Message Appeals

The book lists three main type of appeals in media: comparative advertising, fear, and humor appeals.
Comparative advertising when an ad for a company directly or indirectly mentions a competing company. This is mostly useful for new brands to set them apart from their competitors. Apple used this strategy with its "Get a Mac" campaign, poking fun at the Windows operating system. Phone companies are well known for this tactic.
Fear appeals are fairly common among drug prevention campaigns. This tactic elicits a fear response in the viewer making them want to avoid drugs in the case of antidrug ads.
Humor appeals are far more common and many people recall them easier than other types of appeals. This is the opposite of the fear response. These ads make you feel good while fear ads can intentionally leave a bad taste in your mouth.

This is one of the "Get a Mac" ads.

Most antidrug campaigns use fear tactics.

This Doritos commercial uses humor (like most Dorito commercials do)

Madison_CH6

Psychological Tactics Used by Marketers to Influence Consumer Behaviors

https://www.fastcompany.com/3032675/hit-the-ground-running/5-psychological-tactics-marketers-use-to-influence-consumer-behavior

This article discusses the different ways marketers appeal to their consumers and how their marketing tactics change the consumer's behavior.

Kayla_Chp6

Chapter 6 discussed using celebrities to endorse their products. The chapter also discussed the risks of using celebrities, largely their often unpredictable behavior. Forbes put out a slideshow of 28 disastrous celebrity endorsements, since their all on different pages, I've included the links to just a few of what I thought were the worst below. One ad that seemed to have bad luck was the Got Milk? campaign.

Walmart and Kathy Lee Gifford's  Child Slavery
Madonna and Pepsi - From Squeaky Clean to Not-so-family-friendly
5 Major Celebrity Endorsements Gone Wrong