...With The Story? 4 5 Did It Cut Through The Clutter Of Competing Products? 4 6 In A Digital World, How Do You Get Your Message Through? 5 7 Bibliography 6 8 Declaration of Authenticity 9 * What Is Story Telling? Storytelling is the process of explaining real or fictional events through narrative (Storytelling, 2015). Complex ideas are depicted in an entertaining way or an emotional connection helps consumers remembering information (ibid.) by “building a picture of a company” (Bacon, 2013). It is said that people recall facts more easily when emotions are involved (Storytelling, 2015). Especially millennials, who have a shorter attention span and are exposed to an immense mass of information (2015), are more likely to remember an ad that is more interactive (Storytelling, 2015). Why Did I Select Coca-Cola? Coca-Cola is the soft drink giant par excellence – With a global market share of 25.9% in the soft drink market in 2011 (Statista website, 2015), the company has achieved what many companies dream of – Global brand recognition, meaning people can identify Coca-Cola without being directly exposed to the company’s name, but rather to its logo or colors (Brand Recognition, 2015). Furthermore, the Coca-Cola Company occupies a place in several top ten lists of “Top 10 Storytelling Brands” (Bacon, 2015). These facts are the reason I opted for Coca-Cola. After conducting some research about the company and their current slogan “Open Happiness” (Coca-Cola website, 2012),...
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...GM used its best selling brand and largest advertising budget - $750 million in 2006 - to promote a new green image [4],[5]. Yet, the technologies that GM advertises in its Gas-Friendly to Gas-Free ads remain mostly prospective. Super-efficient vehicles represent a small percentage of the 9.3 million cars GM produced in 2007. The company is only now introducing real hybrid vehicles, and its electric and fuel cell technologies are not yet production-ready. In the ad below, GM states that that Chevrolet currently sells seven vehicles that get at least 30 miles per gallon (mpg) on the highway. Although accurate, the campaign fails to note that GM currently produces fifty-one other models that get less than 30 mpg, including thirty-five that get...
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...There are no good or bad answers, everything is possible • Discussion is video taped! Confidentiality! • Colleagues are taking notes! • Respondents Introduces him/herself! (Age, Main activity, Family, Hobbies) 2. CSD and Coca-Cola Consumption (5 min) • What kind of CSDs do you drink? Do you drink Coca-Cola? • When, how often and in what kind of situations do you drink Coca-Cola? • Which Coca-Cola advertisements can you recall? What kind of mood do they have? To whom are these ads addressed? • Can you recall any music of Coca-Cola advertisements? Likes/dislikes? Why? • What are the general characteristics of Coca-Cola? What does it provide you with? • Let’s make a list what Coca-Cola brings to you! MODERATOR PUTS ALL ATTRIBUTES MENTIONED ON FLIPCHART. PROBES FOR “very refreshing, energizes me, for people like me, favorite brand, great tasting, the best CSD, part of everyday life”. MARKS THOSE NOT RELEVANT TO BACKCHECK AFTERWARDS WITH STORYBOARDS. 3. Evaluation of storyboards (5x20 min) Executions are demonstrated on boards. Executions are rotated. Now I am going to show you several new advertising ideas for Coca-Cola. They are not ready TV spots but an approximate demonstration of what they are going to be when shot. I will be showing you different visuals and you try to imagine that you are watching a real TV spot with real actors. While you are looking at the...
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...TV commercials , which have become time bombs explode at every moment was luck too , especially with the emergence of Jumana Queiroz and her words convincing that make the viewer trust this company. And the advertising message is that with nationwide mutual insurance company and affiliated companies .All rights reserved. According to my humble opinion I think the ad was effective , because The most important strengths of the announcement that he was able to gain the confidence of the consumer, and I think that the announcement of a successful, where I'm dealing with this company. ………………………………………………………………………………………………………………………………………………………….. The problem is that the new generation of consumers “the gen Y consumers ” has become immune to many of the tactics marketers have come to rely on، and Any company that doesn't learn to sell to this new generation on their terms will become outdated and risk losing ground to new companies that adjust quickly . Advertisers are finding it harder to reach gen y consumers using traditional media like television, radio, newspapers, and magazines. Radio revenue is down, TV ads are less effective, and young people rarely read print newspapers. And The Secret of Advertising to Gen Y Consumers is how...
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...out of the water. Then each situation she ends up in she is in danger, but the key is the new Kia car can get you there. This ad features little details about the environment, first of all the saving trees happens to an ongoing issue currently in the U.S. where rain forest and natural land spots are in danger of getting destroyed. Then animals that are featured in this ad the whale and the rhino are in the same boat. The humpback whale is on the endangered species list but is less...
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...commercial was one of the best of its time. Addressing social issue of conformity and government control that were big in the 1980’s with the USSR expanding. The principles of 1984 were close to people’s minds. It had an unheard of budget of $900,000. It was a time before Microsoft dominance were IBM was the big competitor in the computing game. Apple in that era pushed innovation through there graphic design interface. Where IBM pushed boring boxes for computers. The 1984 was highly successful with over 3.5 million dollars of Macintoshes were sold after the ad ran; Although Apple 1984 is a great commercial and used and innovative approach that was not seen before in marketing it is not the greatest. It was only aired twice. Other commercials like Where Is the Beef? Or Plop Plop Fizz Fizz or Coke Big Joe Green have much more play time and a better overall return on investment, having spinoffs. Apples commercial has not aged well because they don’t sell Macintosh anymore and their symbol has completely changed. Where where’s the Beef? Is still relevant. Having a much lower cost of production and played over and over again. Apple movie was like a master piece that did well at the box office not amazing. It is like Shawshank redemption a critically acclaimed movie. Maybe the best of all time but not the most profitable for the movie studios. Great cinematically and innovative using new marketing techniques but did not provide the best return. 2. For me the best Commercial was Cokes...
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...“Glossophobia?” According to dictionary it is the fear of public speaking. Public speaking is a common fear that plagues most, some cases more severe than others. However, you never really know how serious the issue is until it is time to get up and deliver that speech to the crowd. Bruna Martinuzzi’s article “11 Easy Ways to Finally Overcome Your Fear of Public Speaking” attempts to eradicate the source of tension caused by the fear of addressing a crowd, while Nick Morgan’s, “Bad Rules Never Seem to Die: the Five Worst Rules of Public Speaking” dispels the typical remedies and advice for uneasiness. Through rhetorical strategies such as the use of common ground, credible support, and structure Martinuzzi approaches the topic with the intention to aid the fear-stricken while Morgan utilizes bias and tone to tell his audience why all other information on the subject is invalid. In the article ’11 Easy Ways to Finally Overcome Your Fear of Public Speaking” the author says the best way in attempting to manage your fear is to first understand what is causing it. Martinuzzi goes deep into talking saying “understanding that our brain can not tell the difference between a real threat (a pack of wolves about to attack you) and an imagined threat (a group of your peers watching you present) is the first step to overcoming the fear. She uses Berkun as a as a reference to back up her explanation of the root of fear. This helps you know that she has references to helping you understand your fear...
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...Las Vegas: What’s Not Happening in Vegas When you hear someone mention Las Vegas, what comes to mind? Sin City? Wholesome entertainment for the entire family? An indulgent luxury vacation? Or perhaps a value-oriented reward for hard-working Americans? If you answered “all of the above,” you wouldn’t’t necessarily be wrong. The truth: All of these have been characteristics associated with Las Vegas over the years. In recent times, the Las Vegas Convention and Visitors Authority (LVCVA) fielded several national ad campaigns. Tourism is Vegas’s biggest industry, and the LVCVA is charged with maintaining the city’s brand image and keeping visitors coming to one of the world’s most famous cities. Although the positioning of the Vegas brand has changed from time to time, the town will probably never entirely lose the “Sin City” label. That title was born when Las Vegas was young—an anything-goes gambling town full of smoke-filled casinos, bawdy all-girl revues, all-you-can-eat buffets, Elvis impersonators, and nowait weddings on the Vegas Strip. This was the Vegas epitomized by the Rat Pack, when Frank Sinatra, Dean Martin, Sammy Davis Jr., and the rest of the crew appeared nightly on stage to standing room-only crowds at the Sands Hotel. Sinatra was even known for referring to anywhere that wasn’t Las Vegas as “dullsville.” But as the 1990s rolled around, many Las Vegas officials felt that the town needed to broaden its target audience. So they set out to appeal to—of all...
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...Q3: Business Report Background We have been hired by Gaby Darbyshire Gawker Medias president and chief operating officer to analyze their new blog site preggers.com and their magazine titled Teen Pregnancy. Gawker wants to see if this site will be a successful business decision. We have already put it up in a focus group and it has already stirred up a lot of anger among a few and others thinking it will be a good idea. We think it is a good business decision in with making this an actual website. The amount of attention that it got already says that it will be a success because it will generate profit from the amount of clicks you will have on the site. Many will go on to criticize and ridicule the site and others will go on to give tips on how to handle pregnancy. Gawker will need: * The right structure. * teams of analyzers, * the right technology, * And the right control over the site for it to be a success. With the way Gawker is and how all its other sites are set up; with their “snarky” attitude with the whole thing. They should do the same to this site as well. Even though that many different media groups such as MTV, TLC, and Oxygen have teen shows that express the teen life and their issues; Gawker will still have a success rate because the shows only have a “reality” based show. Now everyone knows that teens do get pregnant either by choice or not. This site will generate a lot of pop in the media world. Gawker is a network business with...
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...#Case 5 Victoria Chemicals Scheme analysis Since the Merseyside project is identified as belonging to the engineering-efficiency category, its capital-expenditure proposals are subject to meet at least three of four performance criteria: First, the contribution to net income from the project is positive. This criterion is measured as whether the average annual addition to earnings per share (EPS) is greater than zero. It is important because it somehow shows the profitability, and investors might regard it as an essential data. Second, the payback period is not more than six years. This criterion is defined as the number of years necessary for free cash flow of the project to amortize the initial project outlay completely. A short payback period is desirable, which means the costs are recovered fast, and thus the project is considered less risky and more favorable. It is easy to apply and understand, and useful to compare with other investment plans. Third, the net present value (NPV) of free cash flow is positive. This criterion is calculated as the present value of future cash flows of the project less the initial investment outlay. It is a determinant of whether to undertake the project. A project with a positive NPV is believed acceptable. The higher the NPV, the better the project. Also, it is a good method to evaluate the project because it takes all the relevant costs in account and gives explicit consideration to the time value of money. Fourth, the internal...
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...beverages by introducing energy drinks, sports drinks, and vitamin drinks in more and more emerging international markets. • Beverage producers had made various attempts at increasing the size of the market for alternative beverages by extending existing product lines and developing altogether new products. • Expanding the market for alternatives beverages and increasing sales and market share, beverage producers also were forced to content with criticism from some that energy drinks, energy shots, and relaxation drinks presented health risks for consumers and that some producers’ strategies promoted reckless behavior, the primary concern of most producers of energy drinks, sports drinks, and vitamin-enhanced beverages was how to best improve their competitive standing in the market place. • Rapid growth in the category, coupled with premium prices and high profit margins made alternative beverages an important part of beverage companies’ lineup of brands. (b) How do the economic characteristics of the alternative beverage segment of the industry differ from that of other beverage categories? Explain. The alternative beverage segment help companies to sustain volume growth in mature markets where consumers were reducing their consumption of carbonated soft drinks. Also the alternative beverage industry offered products...
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...Creative brief DATE: 27TH March 2016 CLIENT: PROJECT: Mrs. Dina Faour Plagiarism - The Ugly Truth ACCOUNT MANAGER: Joanne Iskandarani PRODUCTION BUDGET: Zero DHS JOB DESCRIPTION: Persuading graphic designers not to plagiarize. WHAT IS REQUIRED? - Digital: 1 Microsoft Word document to take us through the solution of The Ugly Truth. - Executions - call for action: 1 instagram ad 1 facebook ad 1 twitter ad WHAT IS THE CAMPAIGN OBJECTIVE? To persuade graphic design students not to plagiarize. To succeed the need to be original by being creative without the use of plagiarism. WHAT IS THE COMMUNICATION OBJECTIVE? They are in a creative field so whatever they do, it will always reflect them as creative graphic designers and the only way for them to succeed is to show their true selves in their work. WHAT ARE THE PRODUCT/SERVICE/OFFER ATTRIBUTES? We offer them variety of traits that can help them succeed in their own way in a positive image that can help them boost their confidence in a way that they love their work and trust themselves enough that they can share their own work. To be patient in a way where they accept failure because this failure is what is going to push them back up and for them to keep trying which...
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...1/13/13 HOME JOB S E V E N TS TA LE N T GA LLE R Y Dodge Goes Back to High School | Adweek S U B S CR I B E TO A DW E E K N E W S LE TTE R S Follow Follow @adw eek Let's Talk CES Check out Adweek's coverage of the biggest (electronics) show on Earth Info Diet: Cyndi Lauper So Unusual reality star has some issues with privacy Search Brand Wins and Fails Vote here for the very best and worst brand extensions Headlines: Press: Terry Snow Retires as Bonnier … TV: Geico TV Ad Spoofs 'Portlandia… Tech: Internet Activist Aaron Sw artz… Ads & Brands: Trailer Mash 01-11-13 Dodge Goes Back to High School Dart to be featured prominently in Video Game High School Web show By Mike Shields January 8, 2013, 12:58 PM EST Technology Adweek on Facebook Like 65,707 people like Adweek. E rikas A nton Div erachi Dav id Krlos Libby E rich S tev e Terry M arco F acebook social plugin Follow @Adweek Editor's Picks P roducing good branded entertainment content is tough. Producing branded entertaiment that young male gamer types will watch—good luck. But what if you just make your brand a character in a Web series, in a way that totally makes sense? That’s what Dodge is aiming for as the official presenting sponsor of Video Game High School 2, the upcoming second season of the underground video hit. As part of that sponsorship, the new Dodge Dart will be featured prominently in the second season of VGHS, a show set in a future when video gamers have become the new sports jocks...
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...When you ask an American what is his or her favorite choice for delivery order pizza, the answers can vary across a wide range of pizza restaurants. Pizza Hut, Papa John’s, Donato’s and several others may come to mind, but for the purpose of this paper, I am choosing to focus on Dominos’ Pizza. Domino’s Pizza was at one time regarded to be the absolute worst pizza chain in the United States. The pizza business is a business that is saturated with large chains and local restaurants operated by local owners. Domino’s was consistently ranked at the bottom of customer satisfaction rankings because of lack of vision. According to Beaver, (Palmer, 2009), a lack of vision is associated with organizational decline and failure. A wide variety of complaints were filed on Domino’s, including late delivery, poor quality of product, and a general sense that Domino’s did not genuinely care about what kind of product it was making and selling. The result that ensued at the company was three chief executives in five years at the company. In order to change the product at Domino’s and the way it was marketed, management decided to completely reimage the presentation of how the company marketed the pizza and to actually change the product itself. Domino’s developed a vision of what it wanted its product to be, and it developed a clear and concise mission statement as to how they wanted to change their product and why they wanted to change their product. Finally, the company decided on...
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...In this particular ad, Rhianna appears to be dancing, having a good time, even possibly clubbing, due to the choice of top and stance. The words “Viva Vita!” imply living a fun and full life; “Have Fun!” The color combination and Rhianna’s dancing seem to imply a music and dance culture, possibly even EDM, which stands for Electronic Dance Music, currently taking this country’s Millennials by storm. Then the ad has the tagline, “please hydrate naturally.” But how natural of a hydration is coconut water mass-produced in a factory? Coca-Cola Corporation recently acquired one of the top-selling coconut waters; that’s how natural. Coca-Cola is not known for its health-conscious consumers and natural, organic products. In fact, it’s just the opposite. However, with the advent of declining sales in sugary beverages along with a current trend of “health-conscious” Millennials, brands are out to exploit and capitalize on this exact notion. Instead of providing...
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