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10 Racist Ads

Whether international or domestic, national or local, brands and agencies continue to put out material in print, television and web ads filled with racism. With the world of social media acting as a taste-police, many of these campaigns get shut down quickly, never to be seen again.

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The Art of Deceptive Advertising

There are many tricks that advertisers use to make their products more appealing to potential consumers. These tricks can be straight out lies or just using a certain camera angle to make a pool look bigger.

The Art of Deceptive Advertising

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Advertising effectiveness 

Measuring your advertising effectiveness is important in order to reach your goal and know you are on the right track.  According to Empower Media Marketing, there are 10 top ways to measure your advertising effectiveness.  

1. Set a clear objective
2. Test your creative strategy 
3. Understand your media's numbers 
4. Line up effectiveness plan with your advertising objectives
5. Utilize digital measurement techniques
6. Test & Learn
7. Use simple models
8. Create Predictive models
9. Track you success 
10. Recognize the art and science

http://www.empowermm.com/measuring-media/top-10-ways-to-measure-advertising-impact/

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Branding 

Chapter 15 briefly talks about creating a strong brand through a website. Branding is an important part of design because it allows the user to create a connection with the company. The user immediately recognizes the company without even having to see the company name.

34 Website Branding Examples

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According to the Association of Magazine Media, the average magazine contains 45% advertisements and 55% editorial material.  The effectiveness of a print ad depends on the strength of the message impact. Magazines have the advantage in this area because of the glossy full color spreads.  Another factor is audience interest, usually readers have a strong interest in what the magazine is about. If you advertise a product loosely tied to the topic you are more likely to get a response.

http://www.creativebloq.com/inspiration/print-ads-1233780/

Magazine Effectiveness

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Spot Advertising and the Networks


Spot advertising is becoming a thing of the past according to a Variety article. The article claims that the big networks are tired of the "old way" of these short spot advertising and they are purposely driving them out.  Although the spot advertising is dying out it won't be anytime soon. The main claim against spot advertising is that it doesn't work as well anymore. We are to accustom to this type of advertisement and that a new way of advertising will better capture the viewer. "TV networks will have to hope their new ideas shorten the parade of ads their viewers have to endure while increasing the amount of money they get for the new commercials."



Networks

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Effective Target Rating Points

In order for a new business to be successful, they must be recognized and people must realize that their brand is out there. TRP is a way many businesses do that. Depending on what company/ business goals are they are going to need different amounts of TRP. This may determine when are where they advertise. Such as if they need more advertisement they might go to television since is easier to generate a higher TRP which lower frequency. On the other hand, something like radio may need a higher frequency to reach the same amount of TRP as television. With that being said, there are some basic guidelines for new businesses and companies when it comes to TPR and awareness. When introducing something new they should run an aggressive or heavy TRP to their target audience.  Aggressive TRP is considered 300-600 TPR per week to make a large impact. Once awareness is generated a business can now lower their TRP to a "maintenance level" around 150-250 per week. If a businesses TRP level drops below 150 it is usually considered ineffective. 

TRP

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Emotional appeal is one of the most effective ways of advertising. Have you ever seen the ASPCA commercials with the sad puppies and dramatic music? Yeah, that one is a tear jerker. And very effective! It is proven that if customers have positive emotions toward a brand that they will be loyal.

Emotional Appeal
Commercial Example

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Unique Selling Propositions

USP is an awesome way to stand out from the crowd and create strong brand recognition. It makes your company unique obviously as well as interesting. Having personality in your company have major appeal especially if your customer base relates to the personality of your brand.

Unique Selling Propositions

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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

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Super Bowl Ad

I chose this ad because I thought it was really creative and funny.

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Viral Marketing is my favorite type of marketing and probably the best way to market to me. Viral marketing is a genius way to market to our tech-savvy generation. Between Facebook, Twitter and many other social networking sites viral videos spread fast. Users upload 100 hours of video to YouTube every 60 seconds and share more than 4.75 billion pieces of content on Facebook every 24 hours. Knowing this it is easy to imagine the way a company with a cute, touching or inspirational video could use this as viral marketing. Dove came out with a advertising video called "Real Beauty Sketches" which was emotional and uplifting and quickly reached 114 million views in just a month. GoPro is another company which used viral marketing. The emotional and touching raw video of a fireman saving a kitten went viral making a great marketing campaign. The video reached 1.5 million views in a week. These companies are using today's tech-savvy generation to do their advertising for them if they can come up with a video good enough to go viral. These videos are widely shared and often spoken about and almost always in a good way.

http://www.bleupage.com/viral-marketing-and-why-it-works/

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Digital versus Interactive

Digital marketing is the use of a digital platform while interactive is simply interactivity between an entity and a target audience. Digital and interactive marketing has been clumped together likely because of social sites that are both digital and very interactive. Many people have learned to associate interactivity with strictly digital interactivity but in all actuality, interactive marketing is very diverse it includes radio call-ins, tv personalities calling people to the show among many others. People often consider digital and interactive the same.

"Conversations aren’t digital. They might be had over a digital medium, but conversations are interactions. And interactive brands are brands that don’t simply push their marketing message out to the masses. They have conversations, they have a give and take, they interact. Interactive brands are the ones who will make meaning through these interactions." 

https://www.quora.com/What-is-difference-between-a-digital-and-interactive-agency

http://www.accendodigital.com/2011/09/digital-versus-interactive-marketing-media/

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Page 47 of chapter two talks about target marketing identification which "isolates consumers based on lifestyles, needs and the like." The book uses the example of beers and the way the market to specific groups which I recently have seen a lot of on television recently. One commercial I have seen a lot of is Miller high life which is marketed as "the champagne of beers." This is a really great example of target marketing because it is very obvious they are marketing it as "a high-end beer." Thus marketing to people who live fancy, sophisticated lifestyles. Miller high life is specifically identifying their target market as those who wish to be sophisticated and fancy and to those who are. The link below is to the Miller website which actually explains and identifies their target market and goals directly.

 High End Market Identification