...Commercial Campaign Review Project Commercials are created to get a company’s product recognized for present or future use. They’re many different kinds of commercials, some are created to make you hungry, help with pain, offer healthier food for your dogs, and especially to make your kids beg you for toys they see on the television. Commercials are the most effective marketing technique as far as getting a product recognized and publicly known. I personally love funny commercials and the ones I have decided to talk about have made me laugh and have left an impression in my mind of their products. The first commercial I am reviewing looks like it takes place in 1950’s, it edgy, different and funny. Progressive Insurance commercials have had a few funny ad campaigns, and this one is no different. Taking place in a time when women were the ‘stay at home moms’ and the fathers were the breadwinners, this commercial takes it another step and criticizes a women who’s trying to take matters in her own hands by price checking other companies to try and save money. As she talks a Man keeps interrupting her as to why she isn’t cooking or taking care of the kids, while she tries to put him in his place, the commercial ends with the man asking where her husband was? I didn’t grow up in the 50’s, so I could see how an older generation could be affected by this Ad. However I was not, it’s a witty commercial that makes me think about how things use to be. Progressive is a huge corporate...
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...Roger David is the market leader in young men's fashion and accessories The above image (smh.com.au) shows the banned advertisement from Roger David. EXECUTIVE SUMMARY In mid 2011 Roger David released an advertisement for their new clothing line “New Love Club” through an email campaign to their existing customer base. The advertisement featured a teenage girl, gagged with a Union Jack, a barcode tattooed on her shoulder with the words “slave” written beneath it and she was forming a love heart shape with her hands. The advertisement featured the text “New Love Club” and the Roger David logo. It is reported in the ASB Case Report (2011), that he Australian Association of National Advertisers (AANA) received complaints from the public that the advertisement was offensive due to its representation of young girls as vulnerable and slaves and lacks sensitivity to the growing child exploitation and sexist depiction of girls and women. Upon investigation by the Advertising Standards Board the advertisement was found to have breached the AANA’s Code of Ethics. ASB Case Report (2011). Section 2.3 of the AANA Code (2009) states that an advertisement shall treat sex, sexuality and nudity with sensitivity to the relevant audience. On this basis, the Board determined that this section of the Code was breached and the advertisement was discontinued. The advertiser responded to the investigation and in the ASB Case Report (2011) they commented that the girl was 18 years old at the...
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...Advertising Campaign New LG G5 Smartphone Corporate Communication Student: Anastasia Roznovan 33320 Professor: Sofia Gaio Briefing Context Product/ Market Product description (features, performance) Newest LG Smartphone from G-series will be released in March 2016. The new LG G5 will experience an upgrade including the security, memory, durability, power and speed. It will have newest features: sport wireless charging technology, will have bigger screen, 4K display, 20 MP camera, 3D camera, retina eye scanner and an octa-core processor. LG G5 comes with a large display of 5.6 inches with having a flexible slim design which has the most curved surface on it. The phone will have Corning Gorilla glass protection on both sides to protect it from scratches and dust. The G4 had 1440 X 2560 pixels resolution, but upcoming LG G5 will have True HD picture resolution which is going to provide superb picture quality while playing high-end games. It will come with improved metallic deign with super slim body, latest Snapdragon 820 processor running with 4GB RAM, about 4000 mAh. Also LG G5 will come with incredible camera specs, it has 20 Megapixels camera at the back with having advanced autofocus and LED flash while at the front it has 10 MP HD snapper. The G5 will have upgraded OIS, gravity, proximity, barometer, pro light sensors, smile and face detection and multi-gesture. Last but not least it’s the biometric iris...
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...SAFFOLA AD CAMPAIGNS (2000-2014) * Saffola: Swasth Parivaar Ke Dil Ki Dhadkan Campaign covered different people playing varied family roles within the same family (the father, the mother, the children and grandparents), each of them exerting themselves in their various activities. The underlying message being that Saffola oil makes for a healthy family and that it inspires them to do their best. * Saffola Gold: Dil Ko Rakhiye Jawan Campaign focuses on the cardiac health of middle-aged males and is targeted at their wives. (i.e. the customers of cooking products for the households). There two separate adverts for the same campaign outlining varied situations where the man’s stamina was tested and was found to be sub-par. The ad campaign plays on the ultimate fear of the masses – a person with poor health or worse. * Saffola Gold: Oil Kam, Pachhtava Kam Campaign acknowledges the rising awareness among people with respect to physiological health concerns and steers attention towards the latest Saffola Gold that has been formulated using superior Losorb technology, allowing it to be absorbed less in the food and hence protecting the health of the people. * Saffola Gold: Healthy Khao, Healthy Khao Campaign roped in celebrity chef Sanjeev Kapoor to promote Saffola Gold. The concept here being that the audience would have a face to associate with the product, specifically the face of a well know chef and trusted TV personality. He propagated the...
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...Individual Report The purpose of this paper is to review an ad campaign and analyze it through the lens of a consumer behavior theory. The goal is to be able to explain the success of an ad campaign by the use of a certain consumer behavior theory. The campaign I chose to analyze is titled, “How BBL bashed through to a lost generation of Australians” which was being advertised by Cricket Australia. The concept of involvement plays a significant role in determining the success of this ad campaign, and determining the consumer behavior theory that best explains the success of the campaign. CA (Cricket Australia) emphasized the importance between the correlation of involvement and behavior change, “The degree of involvement has a very significant effect on consumer behavior.”(slideshare.net) I will first provide a short summary of the campaign and then link the success of the campaign to the Social Judgement Theory. The concept involvement “has been discussed for over “two decades in the consumer behavior literature and even longer in psychology.” (Muncy, 1984) CA took aim in getting a specified target audience who was not engaged with the sport then raising their awareness about the sport and in turn getting them to take action by watching it through the television, or actually watching the games live. The goal was not simply to increase traffic in their television broadcasts or their live game turn ups, instead CA wanted the fans to ignite a passion for the game of Cricket...
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...Customer Profile coloring to the stitching. TANDBERG's videoconferencing solution allowed the U.S. team to simply place a shoe on a table, zoom in on any aspect, and discuss all changes that needed to be made with the team in Korea. Reebok International Ltd. As the use of videoconferencing spread to other divisions within Reebok, the Human Resources Department installed a system as well. The unit provided a way for Human Resources to interview potential employees without having to fly the interviewee to Reebok's office. Why Reebok Chose TANDBERG TANDBERG's philosophy of providing high quality equipment that is both reliable and easy to use proved to be a key factor in Reebok's decision to make TANDBERG its videoconferencing company of choice. By providing a range of products to fit different application needs, TANDBERG was able to provide Reebok a solution for maintaining worldwide communication while reducing product development time. TANDBERG's portfolio of products presented a significant value for incorporating innovative technology with value and customer support. About TANDBERG TANDBERG is one of the world’s largest providers of videoconferencing solutions. The Company designs, develops, and manufactures videoconferencing systems and offers sales, support, and value-added services in over 80 countries worldwide. With its headquarters in Oslo, Norway, the Company has major offices in the United States and Canada. TANDBERG is publicly traded in Norway on the Oslo Stock...
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...The Ad campaign is about shedding light on teen bullying and ways to prevent it. The campaign ad indicates that about ninety percent of teens get bullied at least once in their lifetime. In the campaign video, a bunch of celebrities read mean comments that they have received and at the end conclude that it is not okay for someone to bully another person and that it has to come to an end. The sad and somber music in the background does an amazing job of making the viewer feel what the victim of bullying may be feeling. Despite bullying's overwhelming toll on a person's mental health and how bullying may affect how one may perceive oneself. Taking a stand against bullying is something that needs to be done...
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...Question 9 Explanation: Ad delivery determines how often your ads show throughout the day. After you set your campaign's budget, you have the option to choose one of two ad delivery methods: 1) Standard Delivery (default option) distributes your budget throughout the day to avoid reaching your budget early on. This option is recommended if you want to reach your audience evenly throughout the day, rather than just in the morning. 2) Accelerated Delivery displays your ads more quickly until you run out of budget. So, if your campaign is limited by budget, your ad might stop running earlier in the day. Question 12 Explanation: A client manager will be billed for these accounts via manager order-level monthly invoice Question 15 Explanation: Effective video ads educate and entertain, and also inspire the viewer to act. If your campaign's goal is not just about branding, make sure you communicate to your customers what you'd like them to do, such as visit your store or site, call a phone number, or complete a purchase. Letting people know that they can learn more by clicking "play" usually increases play rates and video interaction rates. * Entice customers to click "play" using rich, sharp colors. * Include a few words to describe your product, service, and/or business. * Boost your play rate with a call-to-action that lets customers know they can play the video to learn more. * Create multiple video ads with different opening image sizes to increase...
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...Most business experts would consider marketing to be a critical function of its operation. The marketing department helps generate the income that the business relies on for survival and growth. The real challenge lies in generating income profitably, by creating happy customers in a socially ethical manner. For this student, marketing is; taking a product, or line of products and showcasing them in the most positive way possible. Marketing makes the product appealing and indispensible in the eyes of the consumer, and if marketed properly the product, line of products, and hopefully itself will be foremost in the front of the customers’ minds. According to the American Marketing Association, which published a definition of marketing in 1985, “Marketing is the process of planning and executing the conception, promotion, distribution, and pricing of ideas; to satisfy objectives both individually and organizationally by using services and goods to create an exchange,” (Wilson & Gilligan, 2005, p.3). In a relative definition, a professor at Michigan State University, E. Jerome McCarthy, states “Marketing is the performance of certain activities, ones that look to achieve the objective of an organization by predicting customers’ or clients’ requirements and guiding a flow of essential compliance from manufacturer, to clients and customers” (Ries & Trout, 2005, p.2). At its very core, marketing is really about tactics and strategies that can be used...
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...Real World Application Exercise: Always “Like A Girl” Video Ad Campaign Procter & Gamble’s Always brand, known for selling feminine hygiene products, launched the first video of their “like a girl” campaign this past June. Always sponsored a social experiment where participants of varying ages from both genders, although predominantly females, were asked to act out phrases such as “fight like a girl” and “run like a girl.” The older participants exaggerated their movements and appeared weak and unsuccessful in their actions, while the younger girls tried their best and acted as they would normally would. The viewers are then asked when the phrase, “like a girl” became an insult, and question why it can’t mean good things, such as, “win the race.” The fact that girls’ confidence plummets during puberty is displayed, and then the older females get the opportunity to retry their actions and complete them with certainty and confidence. Always claims that they want to redefine the phrase “like a girl” to be interpreted positively so that girls everywhere will feel proud and confident when they do things “like a girl” (Herzfeld, 2014). Always Brand Director Amanda Hill hopes it is the beginning of a long-term campaign to change the meaning of the phrase “like a girl,” while building brand loyalty (Neff, 2014). The campaign targets females who may be approaching puberty, in the midst, or post-puberty who need that confidence boost and restored empowerment. Always uses a variety...
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...Progressive Commercial: Meant to be Together * In the commercials from Progressive, the ads were paid for by Progressive. Progressive’s slant to their commercial is that Progressive insurance makes everything better. If it is the outdoors then Progressive makes being outside more fun and a better time overall. The examples given by Progressive show that if it is fun it is Progressive, this commercial does not concentrate on prices they just concentrate on showing people having fun, I believe that it reflects the believe that if people are having it appeals to more people, especially at this time with the economic problems that everyone is having. Wendy’s Commercial: Wild Berry Frosting * In the commercials from Wendy’s the ads were paid for by Wendy’s. Wendy’s slant to their commercial is that by having a Wendy’s product you can experience a mini vacation. The commercials from Wendy’s once again have the same reflection of society that Progressive’s commercials have, that they make everything more fun. I think that at this moment in time with the economic problems and everything that is happening, people are more apt to go for something that appeals to the light hearted, to their happier moments. 2nd Part I am not skeptical of Giuliani’s credibility as he, as well as every American, knows what happened on 9/11. His sincerity came across clearly and he was in no position to fake the topic, especially since it creates a very strong emotional feedback from almost...
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...principles to inform your choices and comments. Please focus your analysis on visual tensions at play in your examples. Narrative tensions like humor and surprise may be also considered as a product of the visuals but should be secondary factors. Acceptable sources for examples include printed ads in magazines and newspapers, static ads on websites, and posters. Unacceptable sources include web banners and ads, videos of any kind, catalogs (inside and out), magazine covers, and websites for the item being promoted. You may scan printed pieces to save as a jpg/png and attach to your response. You may also provide screen shots or urls for print ads that are reproduced online (although, again, web ads are not appropriate). See “File Formats” under Course Content for image size and resolution guidelines. Post your example as a jpg or pdf and answer the following questions about your ad byThursday of week two: * Which elements of the ad fit our definition of low visual tension? Which principles are used (i.e., centering, symmetry, repetition, etc.)? * The low visual tension is location on the edges as the wording stops yet is not symmetrical to both sides. * Which elements of the ad fit our definition of high visual tension? Which principles are used (i.e., contrast, asymmetry, proximity etc.)? * The high visual tension is the woman centralized in the middle breaking up the writing in the background. There is also high tension in the way the letter contour a human...
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...campaigning mobile apps and games especially on android platform. 1. Target to run your first campaign within same month your app goes live. This makes the most impact as apps are well featured in strategic places on the appstore within the first month of launch. 2. Be dynamic, do not just set up the campaign and leave it, watch it and make corrections as the campaign rolls on. 3. For a start, you can publish the campaign in all countries and territories, and as you progress and your app gets downloads, you can then try selecting target countries. 4. Do some research to find out popularity of your app or service in those countries – check on how similar apps and services have fared in those places. 5. Some countries are generally good when it comes to free and paid apps. They give good ads revenue on free apps and also do well in downloading paid apps, number one on this list is USA and also countries like Turkey, Germany, Spain and Italy have been good to me. 6. Monitor your campaigns periodically. It is good to check on the campaigns at least once a day (daily report) if you have the time. This way you can update the countries and cities, remove the non-performing and add new ones, and even update the ad image and message once in a while. This ensures that your ads are kept exciting and users click through.(improve your CTR). 7. Be careful with funds. Ad campaigns can turn out to be an expensive venture especially with the new payment models introduced by Google...
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...King's Horrible, Creepy Ad Campaign Isn't Working DEREK THOMPSONJUN 22 2009, 2:30 PM ET 0 inShare More To the surprise of nobody, Burger King's horrible, creepy advertisement campaign is not working, and the company finds itself falling further behind McDonald's according to just-released figures. This strikes a huge blow to the idea that what Americans want from their fast food joint is a Bobblehead King doll who sneaks into your bed, raps about square butts, and terrorizes you from outside your bedroom window. Yes, those were advertisements for hamburgers. In other words, thank you America, for compelling our elites to put the strategic back into strategic advertising. Gawker has been on this story for a while, and they point out that the advertisement firm in charge of creeping out the country was the award-winning team at Crispin Porter Bogusky. Unfortunately for BK and Crispin, they don't award marketshare at advertisement gatherings and in this most crucial category, the company is not keeping track: Between 2003 -- the year before Burger King hired Crispin as agency of record -- and 2008, Burger King's share of the burger-chain market fell to 14.2% from 15.6%, according to Technomic, while McDonald's share rose to 46.8% from 43.6%. McDonald's has posted average annual sales growth of 6.3% compared with BK's 2.9% gain during that period. McDonald's is a behemoth, so maybe catching up isn't possible, with or without a marketing campaign that seems designed to scare...
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...such as September 11 or Hurricane Katrina. This will help alleviate a great deal of frustration among Americans, who felt helpless to respond productively they felt during these tragedies. 2. Create the management-research question hierarchy for the research you think might help the Red Cross make decisions related to public relations efforts and future advertising soliciting donations. 1. Management Questions - How can we produce the proper Ad campaign for donors by adhering to Red Cross Policies? - How can we increase the initial response efforts effectively? 2. Research Questions - What Ad campaigns exist now and are they effective? - How can management eliminate the negative repercussions of the allocation of fund distributions? 3. Investigative Questions - Should we examine past and present Campaign ads? - Should we re-examine the Red Cross handling of September 11? 4. Measurement Questions - What is the likelihood that donors want give do to the problems from September 11 - Examine each type of Campaign Ad: fires, floods, large catastrophes 3. If you created an RFP, what would it contain? My RFP would contain an Experience Survey to give to donors, because it will profit by seeking information from persons experienced in the area of study and will seek their ideas about important issues or aspects of the subject. Also, I would use the Two-Stage Design because it is a useful way to design a research study. With the Two-Stage Design approach, exploration...
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