Stephanie_Ch.21

Advertisement and Women

Modern advertisement can't even avoid stereotyping women. We are still shown as keeping vanity as a priority, doing chores such as cooking or cleaning, and being mothers. We are shown inferior to men and women are sexualized and portrayed as objects.

Though it is still evident we are still portrayed as housewives or models in the media, at least it's not as bad as before and there is some progress. Think link shows horrible examples of what it used to be.

http://www.businessinsider.com/sexist-vintage-ads-2015-9/#vw-1964-women-are-soft-and-gentle-but-they-hit-things--she-can-jab-the-hood-graze-the-door-or-bump-the-bumper--13

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Federal Communications Commission
The FCC was founded in 1934 to regulate what is being broadcast to ensure it is appropriate and fair to audiences. This includes radio, television, and phone. They enforce their laws on live events and acts as a supervisor. Companies can be fined for breaking the rules.

This is from their website and states the standard they hold and look for, and encourage anything to be reported if it isn't.

https://www.fcc.gov/consumers/guides/obscene-indecent-and-profane-broadcasts


This link shows an example of how much you can be fined because of swearing on air.

https://en.wikipedia.org/wiki/Federal_Communications_Commission_fines_of_The_Howard_Stern_Show

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Eye tracking technology

Researchers now use eye tracking technology to determine how effe tive their advertising is. It tells them if their attention was grabbed, where di they look, if they are reading or scanning, and how much time it is looked at. Because of its costlyness, it is not common, but has proven to be successful, saving companies money if they know people srent kooking at their ad. So it might have a more expansive future. 

Tobii is a top developer of this technology and this is an overviewnof their brand as well as some visuals. 

https://youtu.be/MH-xc41VMSI

Stephanie_Chp.15

Using YouTube to Market

YouTube has dramatically grown its platform and users. The amount of content is crazily diverse and active. YouTube is a trend do to it not requiring a large amount of time to watch a quick clip. Things becoming viral is a great tool for marketing since it is a free way to get a lot of exposure. Options include posting a commercial, a product, using a celebrity YouTuber and sponsoring them, or placing an ad in front of a video.



This link shows examples of the top viewed ads in the past year and how many views they have received, showing how great of an effect it has.

http://www.businessinsider.com/most-viewed-commercials-on-youtube-2016-12/#4-samsung-mobile-galaxy-s7-and-s7-edge-official-introduction-46-million-views-7

Stephanie_Ch.15

Attracting and Retaining Readers

The percentage of Americans who say they regularly read a daily newspaper has declined from 54 percent in 2004 to 38 percent in 2012. With its online competition, readers have a lower attention span. In response, newspapers have been redesigned to keep up with the changes. The goal is to be easier and faster to read. They started using more color and graphics and shortening the articles, or giving a summary of them for short skimming. It was found that more women are reading newspapers than men so they are including more things that women would be interested in.

This link gives examples of newspapers that have been successful in this time period. They utilized online resources, put effort into detail and design, and found niches to tend to.

http://www.editorandpublisher.com/feature/10-newspapers-that-do-it-right-2016-finding-success-with-audience-digital-and-new-revenue-ideas/

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Sponsorship

Sponsorships allows the company to be involved in the show and the content of it. This way they are directly presented within the programing and can avoid the limited viewer attention effects of commercials. They can also control the number of commercials that play during the program spot. This method is very costly, therefore only large companies can afford this.

This link includes two different strong examples of sponsorship. The companies ended up profiting more and getting more exposure.


https://www.thinkbox.tv/How-to-use-TV/Sponsorship-and-content/TV-Sponsorship/Combining-sponsorship-with-AFP-or-PP

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Program Rating:

One way to measure potential reach is through this system. this way, advertisers have a better idea about how many people actually watch tv. Another way to measure how well your advertisement is doing, is to see if it is duplicated, which is the total target market reached during its broadcast through two different shows. This is good to keep in mind since it is very expensive to have an ad on television.

this link shows the trends of last year and what didn't do so well. TV ratings have seemed to be affected from internet streaming, but certain networks, such as political news networks are surviving because of current environments.

http://variety.com/2016/tv/news/the-walking-dead-this-is-us-2016-tv-ratings-winners-losers-1201947156/

Stephanie_Ch.9

Animation

Animation has its pros and cons but in the end, if done well, it can be highly effective. It is memorable and cute and the visual possibilities are endless. The book said it is becoming more popular as computers become more advanced and used the Chipotle example since it very well done and won awards at film festivals.


Here is the Chipotle commercial that the book mentioned. It resonated with its audience since sales went up significantly following the campaign.

https://www.youtube.com/watch?v=S1zXGWK_knQ 


here is a newer animated campaign Chipotle is doing:

https://www.youtube.com/watch?v=fW_9toMB4Mo

Stephanie_Ch. *

Major Selling Idea

This is the claim you make about your product that you feel is the strongest and the one that will sell it. It is what drives your campaign and advertisements and should be the focus.

https://blog.hubspot.com/blog/tabid/6307/bid/32763/The-10-Greatest-Marketing-Campaigns-of-All-Time.aspx#sm.000004w5jjvymceg3x0c2zb5k93dm

I chose this article because all these campaign examples have a "big idea" that makes the product and company successful. They are effective because of their boldness, creativity, and consistency. They establish what their pitch is and make it memorable.

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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

Stephanie_Super Bowl Ad

I chose this Career Builder ad from 2009 because it is the most memorable for me. I remember watching it with my family when it came out and we could not stop cracking up. It is so random and original with lots of humor!

https://youtu.be/sTHOzO69t1E

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Buzz Marketing

Buzz marketing focuses more on personal channels. Terms such as consumer-generated marketing and viral marketing associate with this.  This type of marketing utilizes word-of-mouth and spark conversations that grow awareness for the brand. This is a cost efficient way to grow online traffic and increase sales. Techniques to start the "buzz" usually includes social media or contests that have the consumers interact with the company.

The link includes examples of social media campaigns that were successful in 2016 and what made the, effective.

https://www.tintup.com/blog/the-best-social-media-campaigns-of-2016-so-far/

Stephanie_Chp.4

Post Purchase Evaluation

"The consumer decision process does not end with the purchase." After a product is bought, the consumer is either satisfied or dissatisfied. This is important since it affects whether the product will be purchased again in the future, whether it's from the same customer or their friends. The product must reach expectations and leave them happy about their purchase with no regrets. This helps grow loyalty and encourages word of mouth for the product.

The link explains what you can do to encourage satisfaction and increase future purchases, overall making the consumer happy.  This includes thank you notes, surveys, and recommendations with discounts for the future.

https://mainpath.com/how-to-retain-more-customers-through-post-purchase-engagement/

Stephanie_Ch.2

Brand Identity

Brand is how the company presents itself. This is important since you want your company to be memorable to its consumers so that relationship can be maintained. When its easier to recognize a brand based on elements such as its logo or packaging, trust is formed and awareness of the company can be progressive. Good design supports an effective brand identity. The link I posted shows off many great designs that are good examples of consistency and a pleasant aesthetic that encourages people to become their customers. They are presented in such a clean and professional way that you are able to form that trust.

http://www.draward.com/best-corporate-identity-design-packages-branding-projects/