Archive for July, 2010

Unit 4, Part 2 Princ. Of Advertising

Posted on July 31, 2010. Filed under: Advertising |

Unit 4, Part 1 Princ. Of Advertising ONLY 

Unit 4 is about the Creative Side of Advertising (copywriting, scriptwriting, storyboards, ad planning). 

For Part I of this Assignment, you will write ad copy for both of the ads attached to this post:
Make sure you include who you think this ad is for (it is completely made up, so there really is no wrong answer.
Part I is due Monday, August 2 by 5 p.m.
Part II. Choose one of the ads. Use this same product (whatever you named it) and write a 30 second radio commercial for it. (See the attached info for helpful tips). Include who you think should read the commercial (you will see in the information that commercials can be done by actors, company execs, or the Radio personality-DJ).
Helpful links:
Part II is due by Tuesday, August 3 at 5 p.m.
Thanks everyone! Keep up the good work!!

Your Way To A Kid’s Heart

Twist & Shout

Milk & Cookies


 

Great Value

Unbeatable Prices

Shop Walmart

http://www.walmart.com

 

 

   

Unit 4 Part 2
Part II. Choose one of the ads. Use this same product (whatever you named it) and write a 30 second radio commercial for it. (See the attached info for helpful tips). Include who you think should read the commercial (you will see in the information that commercials can be done by actors, company execs, or the Radio personality-DJ).
The radio commercial should be set to music by a professional musician and sung by a professional singer like the Oreo cookies commercials (see videos in background information):
Lyrics to Twist and Shout Radio Commercial for Great Value Walmart Cookies
 
Come on kids
Twist and Shout
Great Value Walmart cookies
Twist and Shout
Chocolate creamy 
Double filled delicious
Twist it, lick it
Dunk it, crunch it
Eat It, shout it
Twist and Shout
Great Value Walmart cookies
Kids’ Favorite Cookies
Twist and Shout
 
Come on kids 
Twist and Shout
Great Value Walmart cookies
Chocolate creamy
Double filled delicious
Twist it, lick it
Dunk it, crunch it
Eat It, shout it
Twist and Shout
Great Value Walmart cookies
Kids’ Favorite Cookies
Twist and Shout 
 
 Copyright 2010 by Raymond T. Pronk 
All Rights Reserved, including the right of reproduction in whole or in part in any form.

Background Information

The Beatles- Twist n Shout(Official Video)

The Beatles – Twist and Shout – Subtitulado en español 

The Who – Twist and Shout

 

Well, shake it up, baby, now, (shake it up, baby)
Twist and shout. (twist and shout)
Cmon cmon, cmon, cmon, baby, now, (come on baby)
Come on and work it on out. (work it on out)

Well, work it on out, honey. (work it on out)
You know you look so good. (look so good)
You know you got me goin, now, (got me goin)
Just like I knew you would. (like I knew you would, oooh!)

Well, shake it up, baby, now, (shake it up, baby)
Twist and shout. (twist and shout)
Cmon, cmon, cmon, cmon, baby, now, (come on baby)
Come on and work it all out. (work it all out, oooh!)

You know you’re a twisty little girl, (twist little girl)
You know you twist so fine. (twist so fine)
Come on and twist a little closer, now, (twist a little closer)
And let me know that you’re mine. (let me know you’re mine oooh)

Ahhhhhhhhhh(root) Ahhhhhhhhhh(third) Ahhhhhhhhhh(fifth) Ahhhhhhhhhhh(seventh) Ahhhhh Ahhhhh Woah, Yeah

Well, shake it up, baby, now, (shake it up, baby)
Twist and shout. (twist and shout)
Cmon, cmon, cmon, cmon, baby, now, (come on baby)
Come on and work it on out. (work it on out, wuu!)

You know you’re a twisty little girl, (twist little girl)
You know you twist so fine. (twist so fine)
Come on and twist a little closer, now, (twist a little closer)
And let me know that you’re mine. (let me know you’re mine, wuu!)

Well, shake it, shake it, shake it, baby, now. (shake it up baby)
Well, shake it, shake it, shake it, baby, now. (shake it up baby)
Well, shake it, shake it, shake it, baby, now. (shake it up baby)
Ahhhhhhhhhh(low) Ahhhhhhhhhh(higher) Ahhhhhhhhhh(higher) Ah!(high)

Oreo Commercial

 

Oreo Commercial (2009)

 

Oreo Triplets

Oreo Webcam Commercial

 

Oreo Commercial – Girl on train

 

Steve Urkel in an Oreo Cookies Ad from 1984 

Oreo Song (Original)

 

80’s Commercial Oreos

Oreo Cookies Commercial (1986)

 

Big Stuff Oreo commercial

Oreo ‘Bachelors’ new commercial (Australia)

 

Advertisements
Read Full Post | Make a Comment ( None so far )

Unit 4, Part 1 Princ. Of Advertising

Posted on July 30, 2010. Filed under: Advertising, Communications, Digital Communication, Magazines, Mass Media, Newspapers, Placement, Print Media | Tags: , , , , , |

Unit 4, Part 1 Princ. Of Advertising ONLY

Unit 4 is about the Creative Side of Advertising (copywriting, scriptwriting, storyboards, ad planning).

For Part I of this Assignment, you will write ad copy for both of the ads attached to this post:
Make sure you include who you think this ad is for (it is completely made up, so there really is no wrong answer.
Part I is due Monday, August 2 by 5 p.m.
Part II. Choose one of the ads. Use this same product (whatever you named it) and write a 30 second radio commercial for it. (See the attached info for helpful tips). Include who you think should read the commercial (you will see in the information that commercials can be done by actors, company execs, or the Radio personality-DJ).
Helpful links:
Part II is due by Tuesday, August 3 at 5 p.m.
Thanks everyone! Keep up the good work!!
 
 
 

Unit 4, Part 1 Advertisement

Advertisement one is targeted to doctors and nurses who use surgical tape in preparing patients for surgery.

Advertisement One 

 

 

 

 

Pain Free Tape 

Stop Skin Stripping

 

Clinical Condition

Adhesive trauma (skin stripping and tension blisters) is one of the most common problems associated with adhesive use. Many of these injuries are prevented by careful attention to skin preparation and protection, choice of tape or dressing, and proper application and removal of tape.

Tape and Dressings

Surgery Center

www.3m.com

 

Advertisement Two

Advertisement two is targeted to individuals who like to drink milk, eat cookies and shop at Walmart. 

Your Way To A Kid’s Heart

Twist & Shout

Milk & Cookies

 Great Value

Unbeatable Prices

Shop Walmart

www.walmart.com

Read Full Post | Make a Comment ( None so far )

Unit 3_Part 3, An Advertising Campaign For A New Political Party

Posted on July 28, 2010. Filed under: Advertising, Communications, Law, Magazines, Mass Media, Newspapers, Placement, Print Media, Radio, Television, Web | Tags: , , , , , , , , , , , |

Unit 3_Part 3, The Advertising campaign, final

Unit 3_Part 3, The Campaign, Conclusion

In the previous 2 assignments focused on creating an Advertising Campaign, and you had the opportunity to create a mock campaign to fix a reputation.
For this assignment, you get to be a little creative.  
 

Assignment: There are many reasons to create an advertising campaign Here are just a few examples: to respond to a crisis (like the Wal*Mart Campaign), to promote a new product or service, to promote a political candidate or proposition, or to get new customers.
Go to Google Images, and type in Proposition 8.
Look at all of the different ads for and against Proposition 8 in California.  
 

I want you to pick a product, service, political candidate or proposition, and create a SWOT analysis and outline a mock campaign (similar to the Wal*Mart campaign you created).
Just like the previous assignment, you will need to determine your audience, brand, key platforms and cost estimate.  
 

Have fun with this one! Chose something you are interested in! (A store, brand of clothing, designer, politician, restaurant, etc…)  
 

This is due Thursday, July 29 at 5 p.m.  
 

Executive Summary

Proposition: The formation of a new American political party with the Tea Party movement as its political base.  
 

Brand Identity or Party Name: American Citizens Alliance Party. 
 

Target Audience: American voters including current and former Democrats, Independents, Libertarians, Republicans, and Tea Party Patriots.  
 

Slogan: Put ACAP On… Federal Government Spending, Taxes, Deficits, Bailouts, Debts, Entitlements, Regulations & Subsidies. 
 

Tagline: Faith, Family, & Freedom First. 
 

Song: WE THE PEOPLE by Lloyd Marcus, NEW Tea Party Unity Song
 

 
 

 
 

Political Party Positioning: Right of center traditional classic liberal/libertarian individualist
 

Key Advertising Platform: Initially an online viral marketing campaign with videos on YouTube supported by a web site. Once enough contributions are received online, a local and national radio advertising campaign on various talk radio shows.  
 

David A. Aaker and Erich Joachimsthaler in their book Brand Leadership states that: 
 

 “To be effective, a brand identity needs to resonate with customers, differentiate itself from competitors, and represent what the organization can and will do over time. Thus the strategic brand analysis helps the manager to understand the customer, the competitors, and the brand itself (including the organization behind the brand. …” 
 

“…In order to be communicated effectively, a brand identity needs to be punchy, memorable, focused, and motivating. ” 
 

A new political party needs to appeal to a broad spectrum of voters or American citizens and bring them together into an alliance to achieve one or more  political goals. 
 

The primary and recurring complaint of those attending the tea parties is the Federal Government is out of control with massive and increasing government spending, deficits and rapidly rising National debt. 
 

Tea Party Confidential: Live From the September 12 Taxpayer March on Washington


 

Taxpayers Gather To Protest Spending, Taxes, Growing Debt


 

 
 

The two major political parties in the United States, the Democratic and Republican parties, were primarily responsible for this fiscal irresponsibility, resulting financial crisis and economic recession/depression. 
 

The new political party’s base is the  tea party movement, which was profiled by Gallup: 
 

Ask Frank: Tea Party Profile

 
 

 
 

Tea Partiers Are Fairly Mainstream in Their Demographics

Skew right politically, but have typical profile by age, education, and employment

“…Tea Party supporters are decidedly Republican and conservative in their leanings. Also, compared with average Americans, supporters are slightly more likely to be male and less likely to be lower-income. 
 

Profile of Tea Party Supporters -- Areas of Divergence From National Adults 
 

In several other respects, however — their age, educational background, employment status, and race — Tea Partiers are quite representative of the public at large. 
 

Profile of Tea Party Supporters -- Areas of Similarity to National Adults 
 

The vast majority of potential party members want limited government with surplus or balanced budgets, and restoration of Constitutional limits on government spending and taxes. 
 

Tea Party Profile: Many Ways To Describe A Movement

“…The number of people who say they’re part of the Tea Party Movement nationally has grown to 24%. That’s up from 16% a month ago, but the movement still defies easy description.
 

Some on the political left see nothing but hate, while some on the right see a threat to Republican prospects. Others see a grass roots movement that is challenging a corrupt Political Class and trying to save the nation from politicians.
 

New data from Rasmussen Reports national telephone surveying provides some glimpses into the Tea Party movement:
 

· Among those who are part of the movement, 89% disapprove of the way that Barack Obama is handling his job as president. That figure includes 82% who Strongly Disapprove.
 

· Only four percent (4%) believe the nation is heading in the right direction, while 96% believe it is off on the wrong track.
 

· Ninety-four percent (94%) believe the federal government has become a special interest group that looks out primarily for its own interests. That view is held by 67% of all voters nationwide.
 

· Seventy-four percent (74%) believe that government and big business work together in ways that hurt consumers and investors. That’s very close to the national average. Sixty-nine percent (69%) of all voters hold that view.
 

· Ninety-six percent (96%) of those in the Tea Party movement believe America is overtaxed.
 

· By a 94%-to-one-percent (1%) margin, those in the Tea Party movement trust the judgment of the American people more than America’s political leaders. At the other extreme, among those who don’t know anybody in the Tea Party movement, 54% trust the people, and 24% trust the politicians.
 

· Eighty percent (80%) in the Tea Party movement are white. Six percent (6%) are African-American.
 

· Fifty-five percent (55%) of those in the Tea Party movement are Republicans, 14% Democrats. Keep in mind that 75% of Republican voters say that GOP leaders are out of touch with the party’s base.
 

· Seventy-eight percent (78%) are politically conservative. Other research has shown that more than 40% of conservatives nationwide do not consider themselves Republicans. …”
 

http://www.rasmussenreports.com/public_content/politics/general_politics/april_2010/tea_party_profile_many_ways_to_describe_a_movement
 

American Tea Party, Two Trillion Tons

  
 

American Tea Party Anthem (with words) by Lloyd Marcus

 
 

Tea Party Member Stuns Crowd! ORIGINAL!!!

 
 

The brand identity or party name, American Citizens Alliance Party, differentiates itself from the Democrats and Republican Parties by focusing or targeting American Citizens, potentially all American voters, and bringing them together in an alliance. 
 

The American Citizens Alliance Party has the acronym, a word formed from the  initial letters of the party name, of ACAP. 
 

The ACAP acronym uniquely captures the primary goals of the new party, namely to put a cap on Federal Government spending, taxes, deficits, bailouts, debts, entitlements, regulations, and subsidies. 
 

A political party or brand needs to have a slogan and tagline. 
 

Steven Cone in his book Powerlines: Words That Sell Brands, Grip Fans, and Sometimes Change History provides the following useful definitions: 
 

“…powerline. A written or spoken phrase, line or expression so artful and so compelling that it becomes the line that comes first to mind when people describe the era when it first appeared. In marketing, a uniques brand signature that sells a person, place, product, or service more effectively than the lines used by competitors because the brands and brand promises it defines are unforgettable. 
 

slogan. A memorable phrase expressing an idea, purpose, or claim. From the Scottish Gailic word sluagh-ghairm, pronounced slogorm, the word slogan means “battle cry.” A political slogan almost always focuses on a goal or belief, whereas slogans used in commercial advertising claim special qualities for a specific product or service. 
 

tagline. A slogan that is trademarked and exclusive to commercial advertising and promotion. It is a claim about exactly what the branded product or service stands for, as well as a promise of what to expect when experiencing the brand first hand. 
 

motto. An expression of a guiding principle of a family, club, organization, or government. Once inscribed on a badge, banner, coat of arms, monetary instrument, or license plate. Some slogans and mottos are one and the same and in these cases, the terms are interchangeable. 
 

jingle. An advertising slogan or tagline set to a short melody. …” 
 

Source: Powerlines, page xiii 
 

The slogan for the American Citizens Alliance Party is Put ACAP On… 
 

The tagline for the American Citizens Alliance Party is Faith, Families, & Freedom First 
 

The American Citizens Alliance Party currently has no budget for advertising. 
 

Therefore this new political party must at first rely upon free advertising of the party over the internet. 
 

The video site YouTube will be used for a distribution channel for a viral marketing campaign. 
 

American Citizens Alliance Party SWOT Analysis  
 

Strengths  
 

The general public has no preconceived ideas as to what the political party supports or opposes.  
 

No past track record to defend.  
 

No responsibility for the current financial mess in Washington, D.C.  
 

   
 

Weaknesses  
 

No human resources  
 

No financial resources  
 

No organization  
 

No message  
 

No party identity  
 

The general public is totally unaware of a new political party’s existence.   
 

Opportunities  
 

Both the Democratic and Republican parties have lost membership and registered voters during the last ten years as more voters become independents.  
 

The independents together with both Democrats and Republican who are dissatisfied with the direction and policy positions of their respective political parties on a number of issues are searching for candidates for public office from another political party.  
 

  The Tea Party movement needs as soon as possible to grow into a new political party reflecting their primary concerns and values.
 

Threats  
 

The Democratic and Republican parties are the primary threats with the Libertarian party being a secondary threat or a possible ally.
 

Existing Federal and State election laws favors the Democratic and Republican parties over any other political parties  
 

The Secretary of States responsible for state and Federal laws and regulations for each state are members of the Democratic or Republican parties.   
 

Active supporters and campaign contributors to established political parties. 
 

Statists–domestic and foreign.
 

Military industrial Congressional complex.
 

Neoconservatives.
 

Progressive Radical Socialists.
 

Political class and elites.
 

Big Media
 

Academia
 

Lobbyists. 
 

Large corporations.
 

Union leaders.
 

Trial lawyers.
 

Advertisement:  
 

PUT

ACA

 On…

Federal Government Spending, Taxes, Deficits, 

Bailouts, Debts, Entitlements, Regulations & Subsidies

  
 

“A wise and frugal government, which shall leave men free to regulate their own pursuits of industry and improvement, and shall not take from the mouth of labor the bread it has earned – this is the sum of good government.” 
 

~Thomas Jefferson  
 

  
 

American

Citizens

Alliance

Party

 

 Democrats, Independents, Libertarians, Republicans, & Tea Party Patriots

 

 Welcome Home

 

Join & Vote

 

American Citizens Alliance Party

Faith, Family & Freedom First

 

www.acap.com

 

 The above advertisement would be run once the viral marketing campaign promoting the party receives enough contributions to go forward with a radio spot campaign on local talk radio shows and followed up  with print ad in local newpapers.
 

  
 

  
 

Background Information

 Dems Up in Generic Ballot, But GOP Has Enthusiasm Edge

   
 

 
Individualism “…Individualism is the moral stance, political philosophy, ideology, or social outlook that stresses “the moral worth of the individual“.[1] Individualists promote the exercise of one’s goals and desires and so independence and self-reliance[2] while opposing most external interference upon one’s own interests, whether by society, or any other group or institution.[2]
Individualism makes the individual its focus[1] and so it starts “with the fundamental premise that the human individual is of primary importance in the struggle for liberation.” Classical liberalism (including libertarianism), existentialism and anarchism (especially individualist anarchism) are examples of movements that take the human individual as a central unit of analysis.[3]
 
It has also been used as a term denoting “The quality of being an individual; individuality”[2] related to possessing “An individual characteristic; a quirk.”[2] Individualism is thus also associated with artistic and bohemian interests and lifestyles where there is a tendency towards self creation and experimentation as opposed to tradition or popular mass opinions and behaviors[2][4] as so also with humanist philosophical positions and ethics.[5][6]

 …” 
 
 
 
 
 

 
 

How Can I Form My Political Party

http://ask.yahoo.com/20061107.html

USA.gov

http://www.usa.gov/index.shtml

Forming a “Third Political Party” in the United States 

“…Currently, a third party in the United States is defined as any political party other than the Democratic and the Republican parties.  
 
Nearly all practical matters related to American elections are handled on the state level, including the formation of parties. Individuals or groups that are interested in forming political parties should contact the appropriate state election office.  
 
For information on the criteria for public funding available to third parties, please visit the frequently asked questions from the Federal Election Commission (FEC).  
 
For additional sources of information on American elections, please visit USA.gov’s section on Voting and Elections.  
 

http://answers.usa.gov/cgi-bin/gsa_ict.cfg/php/enduser/std_adp.php?p_faqid=7155&p_created=1140714266&p_sid=2WbXoGli&p_lva=&p_sp=cF9zcmNoPTEmcF9zb3J0X2J5PSZwX2dyaWRzb3J0PSZwX3Jvd19jbnQ9MTEmcF9wcm9kcz0xMTEsMCZwX2NhdHM9JnBfcHY9MS4xMTE7Mi51MCZwX2N2PSZwX3BhZ2U9MSZwX3NlYXJjaF90ZXh0PXR1ZXNkYXkgZWxlY3Rpb24*&p_li=&p_topview=1

 
 

 
 
 
 
 
 
 

 
 

List of political parties in the United States

“…Parties With Federal Representation 
 

Name (English)↓ Abbr.↓ Leader/Chair↓ Seats in House of Representatives↓ Seats in Senate↓
Democratic Party Dems Tim Kaine 255 57  
Republican Party GOP Michael Steele 178 41
Connecticut for Lieberman Party CL Joe Lieberman 0 1
Independent – Bernie Sanders N/A N/A 0 1
Vacant N/A N/A 2 0  
 
   
 
 
 
 
 

 
 

Minor parties

  • Constitution Party (1992)
  • Green Party (1996)
  • Libertarian Party (1971)

Micro parties (active)

These parties have offered candidates in recent elections. Some do not have presidential candidates, and only field candidates for Congressional and/or state-level offices.  
 

  • America First Party (2002)
  • American Party (1968)
  • American Patriot Party (2003)
  • America’s Independent Party (2008)
  • Boston Tea Party (2006)
  • Communist Party of the United States of America (1919)
  • Florida Whig Party (2006)
  • Independence Party of America (2007)
  • Moderate Party (2006)
  • Modern Whig Party (2008)
  • National Socialist Movement (1959)
  • Objectivist Party (2008)
  • Party for Socialism and Liberation (2004)
  • Peace and Freedom Party (1967)
  • Progressive Labor Party (1961)
  • Prohibition Party (1869)
  • Reform Party of the United States of America (1995)
  • Socialist Equality Party (2008)
  • Socialist Party USA (1973)
  • Socialist Workers Party (1938)
  • United States Marijuana Party (2002)
  • Unity Party of America (2004)
  • Workers Party (2003)
  • Working Families Party (1998)

Micro parties (inactive)

Some of these parties have nominated candidates in the past, but have not done so recently for various reasons. Others have not yet nominated any candidates.  
 

  • American 3rd Party (1990)
  • American Conservative Party (2008)
  • American Heritage Party (2000)
  • American Nazi Party (revived) (originally 1959)
  • American Populist Party (2009)
  • American Reform Party (1997)
  • American Third Position Party (2010)
  • Freedom Road Socialist Organization (freedomroad.org) (1985*) (Note: both Freedom Road Socialist Organization factions are the result of a 1999 split in the original party)
  • Freedom Road Socialist Organization (frso.org) (1985*)
  • Freedom Socialist Party (1966)
  • Independent American Party (1998)
  • Jefferson Republican Party (2006)
  • Labor Party (1995)
  • La Raza Unida Party (RUP) (1970) (Spanish: Partido de la Raza Unida)
  • Libertarian National Socialist Green Party (1997)
  • New American Independent Party (2004)
  • New Union Party (1974)
  • Pirate Party of the United States (2006)
  • Populist Party of America (2002)
  • Reformist Party (2008)
  • Revolutionary Communist Party, USA (1975)
  • Socialist Action (1983)
  • Socialist Alternative (1986)
  • Socialist Labor Party of America (1876–present)
  • Workers World Party (1959)
  • World Socialist Party of the United States (1916)

Regional parties

These parties are based only in states or certain regions and rarely, if ever, offer candidates for national offices. These are all parties that are unaffiliated with national parties. Each state has official state chapters of the major parties as well as some of the minor parties.  
 

Alaska

  • Alaskan Independence Party (1984)
  • Republican Moderate Party of Alaska (1986)

Connecticut

  • Connecticut for Lieberman Party (2006)

Delaware

  • Blue Enigma Party (2006)

Hawaii

  • Aloha Aina Party

New York

  • Conservative Party of New York State (1962)
  • Liberal Party of New York (1944)
  • New York State Right to Life Party (1970)
  • Marijuana Reform Party (1997)

Oregon

  • Independent Party of Oregon (2007)
  • Oregon Progressive Party (2008)

Rhode Island

  • Moderate Party of Rhode Island

South Carolina

  • United Citizens Party

Vermont

  • Second Vermont Republic (2003)
  • Vermont Progressive Party (1999)
  • Liberty Union Party (1970)

See also

  • Political party strength in U.S. states
  • Party system
  • Two-party system
  • Politics of the United States

http://en.wikipedia.org/wiki/List_of_political_parties_in_the_United_States  
 
  
 
 

Read Full Post | Make a Comment ( None so far )

Unit 3, Part II, Assignment 3b, Part 2

Posted on July 27, 2010. Filed under: Advertising, Communications, Law, Magazines, Mass Media, News, Newspapers, Print Media, Radio, Television, Web | Tags: , , , , , , |

Assignment #3b, Part 2

The Campaign: Create a mock Wal*Mart advertising campaign.

You will need to:
1. Identify the Wal*Mart Brand.

2. Review the platforms of advertising available from Unit 2.

3. Estimate the cost of each ad placement:

3. Outline which method(s) of advertising you wish to use, how long you think the ads should run and where they should run AND WHY. Local? Or National?
 *This will require research
3. Select a theme that correlates with the Wal-Mart brand. What should the ads say? What overall message should they convey? You do not have to create any ads, just plan the type and frequency you wish to run.

NOTE** this is a crisis response campaign. Soon we will be doing a new product campaign.
Part 2 is due Tuesday, July 27 at 5 p.m.

1. Identify the Wal*Mart Brand.

Walmart has several brands but the most important is Great Value which is used primarily for grocery items.
Walmart has expanded its private store brand to over 5,200 items in over 100 product categories.
The Walmart Great Value brand is now the largest grocery brand in the world.

Pictured below are some examples of the Walmart Great Value private store brand of grocery items:

 

 

 

Wal-Mart CMO Defends Private-Label Expansion

 

WalMart switching to cheap generic items due to economy? Great Value brand

 

Background Information

Walmart’s Revamped Great Value Brand Delivers Affordable, Quality Choices When Consumers Need Them Most

“…The retailer’s Great Value brand, first introduced in 1993, spans more than 100 categories and is the country’s largest food brand in both sales and volume.

With a strong focus on better quality, Walmart worked with several hundred suppliers and product testing facilities to:

  • Test more than 5,250 products against leading national brands to ensure Great Value quality is equal to or better;
  • Conduct more than 2,700 consumer tests to compare the flavor, aroma, texture, color, and appearance of Great Value products against leading national brands;
  • Change the formulas for 750 items including: breakfast cereal, cookies, yogurt, laundry detergent, and paper towels; and
  • Introduce more than 80 new products, such as: thin crust pizza, fat free caramel swirl ice cream, strawberry yogurt, organic cage-free eggs, double stuffed sandwich cookies, teriyaki beef jerky and more, all at unbeatable prices….”
  • “…According to new consumer data from GfK Custom Research North America, 75 percent of shoppers, say the “current economic conditions” are playing a big role in their decision whether to purchase national or grocery store brands. Additionally, three out of 10 consumers in the study say they are now “buying more store brand products” compared to a year ago, and more than 77 percent of respondents “agree” that the store brands they buy “are as good as, if not better than, national brand products.”

“…According to new consumer data from GfK Custom Research North America, 75 percent of shoppers, say the “current economic conditions” are playing a big role in their decision whether to purchase national or grocery store brands. Additionally, three out of 10 consumers in the study say they are now “buying more store brand products” compared to a year ago, and more than 77 percent of respondents “agree” that the store brands they buy “are as good as, if not better than, national brand products.” …”

“…Walmart operates Walmart discount stores, supercenters, Neighborhood Markets and Sam’s Club locations in the United States. The Company operates in Argentina, Brazil, Canada, Chile, China, Costa Rica, El Salvador, Guatemala, Honduras, India, Japan, Mexico, Nicaragua, Puerto Rico and the United Kingdom. The Company’s securities are listed on the New York Stock Exchange under the symbol WMT. More information about Walmart can be found by visiting http://www.walmartstores.com. Online merchandise sales are available at http://www.walmart.com and http://www.samsclub.com. ..”

http://walmartstores.com/pressroom/news/9028.aspx

 

2.Target Audience

The primary target audience are  current Walmart shoppers who may buy a few or no national brands but are currently purchasing the Walmart Great Value private label mainly due to the significantly lower price compared to the national brands. 

The secondary target audience is current Walmart shoppers who also have the discretionary income to purchase national brands at Walmart  and usually do so and might consider switching to the Great Value brand.

 The tertiary target audience for the advertisements are consumers who either never shop or only rarely shop at Walmart but who have the discretionary income to purchase and usually purchase both national brand names and value brands from Walmart competitors such as Kroger and Target.

3. Review the platforms of advertising available from Unit 2.

The advertising platforms considered for the advertising campaign include the following:

Direct Mail

Advantages: High audience selectivity, flexibility, no ad competition with the same medium, allows personalization.

Limitations: Relatively high cost per exposure, “junk mail” image

Newspapers

Advantages: Flexibility, timeliness, good local market coverages, broad acceptability, high believability.

Limitations: Short life, poor reproduction quality, small pass-along audience.

Magazines

Advantages: High geographic and demographic selectivity, credibility and prestige, high-quality reproduction, long life and good pass-along readership.

Limitations: Long ad-purchase lead time, high cost, no guarantee of position.

Internet

Advantages: High selectivity, low-cost, immediacy, interactive capabilities.

Limitations: Small audience, relatively low impact, audience controls exposure.

Radio

Advantages: Good local acceptance, high geographic and demographic selectivity, low-cost.

Limitations: Audio only, fleeting exposure, low attention,  fragmented audiences.

Television

Advantages: Good mass-market coverage, low-cost per exposure, combines sight, sound, and motion, appealing to the senses.

Limitations: High absolute costs, high clutter, fleeting exposure, less audience selectivity.

Outdoor

Advantages: Flexibility, high repeat exposure, low-cost, low message competition, good positional selectivity.

Limitations: Little audience selectivity, creative limitations.

 

4. Estimate the cost of each ad placement:

I recommend an outdoor digital billboard or sign located in front of each Walmart store  where the advertisements can be frequently rotated and changed over the internet.

A digital billboard or sign offers the advantages of flexibility, high repeat exposure, low message competition, and good positional selectivity.

The cost would be the purchase of the billboard, running the billboard and the of producing the advertisement for the billboard.

The cost of digital billboards is falling and runs between $100,000 to $500,000 depending upon the size and whether its is a fixed or mobile unit.

The monthly cost of running the ad varies from $1,000 to $10,000 per month again depending upon the size and whether it is fixed or mobile.

The ads are relatively simple  and can be produced either in-house or through an advertising agency.

Photographs of the Great Value brand products would be the main image used in the advertisements together with the text message and images of national brands.

Walmart already has an excellent website for looking up all the products carried in their stores for both national brands and the Great Value private store brand.

http://www.walmart.com/cp/Grocery/976759

The website address can be included in the advertisement for latter lookup by the prospective Walmart shopper.

Once the above outdoor billboards and signs are in place, a thirty-second radio and television commercial promoting the Great Value private store brand should be considered.

I would keep the advertisement simple with video or photographs of a selection of Great Value products and a text message.

The production of the commercial would cost between $50,000 to $250,000 depending upon the creatives used.

The cost of each spot would vary by each city or market selected, the length of the advertisement campaign, when the spot is run and what demographics are trying to be reached.

Walmart should first test the commercials in local markets to determine the relative pull of the advertisements in terms of increased sales.

Background Information

Bright Lights, Big Impact

“…Edina is part of a group of trendsetting advertisers that are pioneering the use of what the Federal Highway Administration, or FHWA, calls electronic variable message signs. These large, computerized displays marry the choice location of traditional roadside billboards with the opportunity for customization and frequent updating that is the hallmark of Web advertising. Today, there are nearly 800 of these digitized billboards in the U.S. It’s a small number compared with 450,000 traditional billboards across the country, but it’s growing fast. The Outdoor Advertising Association of America, an industry trade group, projects that the number of digital billboards in the U.S. will expand at a rate of several hundred per year.

Though some big companies, like McDonald’s (NYSE:MCD), are active advertisers on such venues, most digital billboards–as with traditional billboards–feature ads for regional and local companies. Prices vary according to a sign’s size and location, but the cost of advertising on a digital billboard runs from $1,200 to $10,000 a month, and the ad campaigns are typically not expensive to create. Most ad agencies can handle the work, and some companies even design their own digital billboard ads in-house using basic design software such as Adobe Illustrator and Apple (NASDAQ:AAPL) Final Cut Pro.

It’s not difficult to under stand why digital billboards are attractive to advertisers. They are bright and eye-catching and can convey multiple marketing messages at once. Marketers can arrange to have computerized ads change with much greater frequency than typical outdoor ads, timing their message to the season, the day of the week, and even the time of day. For instance, Edina Realty used its billboards to promote a number of time-sensitive sales and special offers. …”

“…Moreover, the technology that makes the signs work has fallen in price by more than half over the past few years, to $200,000 to $500,000 per sign, depending on size. In turn, the rates charged to advertisers have come down. And in September, the FHWA issued a memo stating that digital billboards violated no law. The ruling assuaged concerns among local and state officials who worried that the signs could pose a traffic hazard. It is generally accepted that if a motorist takes his or her eyes off the road for two seconds or longer, the likelihood of an accident greatly increases. The FHWA is working on a safety study concerning digital billboards; it is scheduled to be released at the end of 2009. For the time being, the agency recommends that the images on digital billboards remain static for at least four seconds–long enough, the agency believes, to ensure that the signs are no more distracting than standard billboards. (Many municipalities go further, requiring that an ad remain in place for no less than six seconds. …”

Digital Signage Replaces Static Print and Billboards

“…Digital signage involves a huge array of technologies that virtually replaces traditional retail signs. The static print signs and billboards people are used to seeing will soon be replaced with digital signage composed of electronic content and messages that are both targeted and interactive for everyone.

Plasma display panels, liquid crystal displays (LCDs) and scrolling message boards are currently the most common methods of projecting full-motion videos, sounds and text content. With digital signage, a manager or retailer is able to control and display any message they choose and deliver it to the public quickly and effectively. …”

// //
“…The benefits of using digital signage can be condensed into five important aspects:

1. Monitor and Manage Your Content
Digital signage software allows managers or retailers to easily add, remove or edit their content, and stream real-time broadcasting for instant delivery.

2. Give Your Business Better Visibility and Exposure
Whether your digital signage is indoor or outdoor, this software allows the use of any number of electronic devices that can be used to give your business the exposure it needs. These devices can include plasma screens, electronic billboards, kiosks, LCD monitors, HDTVs, touchscreen monitors and so many others.

3. Multiple Applications and Uses
Digital signage can be used for so many different tasks, such as retail advertising, employee training, consumer information, weather updates, corporate communication and much more.

4. Increased Revenue From Selling Advertising Space

Your digital signage software can generate more income through selling advertising space to your suppliers. Promote new brands or products by working with related manufacturers or advertise an upcoming corporate event. The possibilities are endless.

5. Target Your Audience
Changing the content of your digital signage is so quick and easy, you will be able to target any specific audience you desire during any time of day or night. …”

http://www.articlealley.com/article_1568158_11.html

5. Outline which method(s) of advertising you wish to use, how long you think the ads should run and where they should run AND WHY. Local? Or National?

 *This will require research

I would use outdoor digital billboards advertising using large LCD displays located near the street to attract passing motorists into the Walmart stores as well as mobile advertising trucks that can be parked at a Walmart store and moved to other stores in an area.

The adverstisements would run 24 hours per day, 7 day a week, 365 days per year and could be easily changed over the internet giving maximum exposure and flexibility.

Outdoor Advertising-Speech of the Street  

VTV Outdoor Digital Billboard, 04/02/09

 

LED Billboard

Lamar LED Billboard

 

Digital Mobile Billboards Nationwide

 

 

U.S. Billboard Business Prepares Big Change

 

Selling Ads Into Store Windows: The New Billboards

 

6. Select a theme that correlates with the Wal-Mart brand.

 

What should the ads say? What overall message should they convey?

 

You do not have to create any ads, just plan the type and frequency you wish to run.

The theme and name for the advertising campaign will be:

 Walmart– Guilty By Association–Guilty As Charged!

  

The ad will convey that Walmart carries quality national brands as well as the Walmart Great Value private store brand for most product categories, offers them at low unbeatable prices and provides great service from its team of associates.

The ad will also use the phrase Great Value which is also the name of the Walmart brand. 

 

http://walmartstores.com/pressroom/Photos/Gallery.aspx?id=605

 

http://www.underconsideration.com/brandnew/archives/the_great_white_wash.php

  

 

 

The headline and body text of the ad will be surrounded by the logos of  participating national brand names and will appear something like this:

 

 

 

Guilty By Association

  

Quality Brands

at

Unbeatable Prices

a

Great Value

with

 Courteous Service

from

 Walmart Associates

now 

Shop & Buy

at

 

         

Guilty As Charged!

 

For example the following  logos national brand names are currently appearing on the Walmart web site:

 

 

 

 

  

 

 

 

 

 The ads will run continuously on an outdoor billboard and sign in front of every Walmart store to attract passing motorists. The ads will be rotated or switched every minute so that a passing motorists sees different ads each time he passes with the same message but with a different selection of Great Value products in the photograph.

Background Information

 

Walmart’s Private Label Product Packaging Re-Design

http://mattearleyworks.wordpress.com/2009/04/19/walmarts-private-label-product-package-re-design/

 

 

Wal-Mart chooses new advertising agency

Martin Agency known for quirky campaigs for GEICO and UPS

“…NEW YORK — Wal-Mart Stores Inc. said Friday that it has picked Interpublic Group of Co.’s Martin Agency, known for its quirky ads for GEICO insurance company and UPS, to help spearhead the discounter’s future image with consumers.

The decision comes after the world’s largest retailer in early December dumped its newly hired Draft FCB, another division of Interpublic Group, two days after the highly publicized firing of a top marketing executive, Julie Roehm along with her subordinate, Sean Womack.

Wal-Mart said Friday that Martin Agency will handle its creative responsibilities, and announced that Publicis Groupe SA’s MediaVest will oversee media buying and planning duties. Wal-Mart’s media and creative business is worth more than $500 million

Martin’ client list includes other big names such as Hanes and Discover Card. MediaVest’s long-standing clients include Coca-Cola Co. and Procter & Gamble Co.

“We’ve assembled a top-tier group of marketing partners that have deep retail experience, recognized creativity and an understanding of our customers,” said John Fleming, chief marketing officer at Wal-Mart, in a statement.

In an interview, John B. Adams, chairman and CEO of Martin Agency, based in Richmond, Va., said the agency’s “strong middle-American perspective” and its expertise in “provocative ads” make for a good combination for Wal-Mart. Its GEICO ads featured cavemen and testimonials from personalities like Little Richard.

“It is a useful perspective in doing work for Wal-Mart,” Adams said. ” 

http://www.msnbc.msn.com/id/16601355/

http://www.martinagency.com/

Read Full Post | Make a Comment ( None so far )

Unit 3 Part II, Assignment 3, Part 1, Wal Mart SWOT

Posted on July 26, 2010. Filed under: Advertising, Communications, Digital Communication, Magazines, Mass Media, Newspapers, Print Media, Public Relations, Radio, Television, Web | Tags: , , , , , |

UNit 3 Part II Princ. of Advertising

Unit 3, Part II: The Campaign, Cont…

In your previous assignment, you learned about what a campaign is and how it works.
For this assignment, you will create a mock campaign (you will not have to create any ads for this campaign, but you will research how much ads cost, etc.).
Your client: Wal-Mart.
Watch the following videos and visit the following links:
Video:  
News/ Blogs:  

Official Wal-Mart website:

 
Assignment 3b, Part 1 :
Do a SWOT analysis for the current Wal-Mart situation. Due Monday, July 26 at 5 p.m.

Assignment #3b, Part 2

The Campaign: Create a mock Wal*Mart advertising campaign.

You will need to:
1. Identify the Wal*Mart Brand.

2. Review the platforms of advertising available from Unit 2.

3. Estimate the cost of each ad placement:

3. Outline which method(s) of advertising you wish to use, how long you think the ads should run and where they should run AND WHY. Local? Or National?
 *This will require research
3. Select a theme that correlates with the Wal-Mart brand. What should the ads say? What overall message should they convey? You do not have to create any ads, just plan the type and frequency you wish to run.

NOTE** this is a crisis response campaign. Soon we will be doing a new product campaign.
Part 2 is due Tuesday, July 27 at 5 p.m.

A product definition of Walmart would be we run discount stores.

A market-oriented definition of Walmart would be we deliver low prices, every day.

Before one can do a SWOT analysis of Walmart’s current situation, one must first know who are the current  customers or buyers of Walmart products.

SWOT analysis: how to create a useful one

 

Walmart like most companies has several types of customers or buyers of the products they sell at their stores.

Walmart divides the market into a number of groups with distinct needs, characteristics, or behaviors who might require separate products or marketing mixes.

Market segmentation and targeting requires the identification of the market segments, selecting one or more of them, and developing products that are tailored to their needs.

There are at least three distinct groups of customers who shop at Walmart:

(1) Customers wanting to buy manufacture’s brands or national brands at  lower prices than they usually find at other retail stores.

(2) Customers wanting to buy manufacturer’s brands or national brands at lower price as well as the Walmart’s private store brand products at even lower prices provided these products have the perceived quality of the national brand.

(3) Customers wanting the lowest priced products and usually purchase and use the Walmart private store  brand products instead of the manufacturer’s national brand.

All three market segments are impacted by the current economic recession with over 30 million Americans seeking full-time employment.

Many customers who are unemployed can no longer afford purchasing the manufacturer’s national brands and are  turning instead  to the Walmart private store brand, Great Value, a national brand equivalent or NBE ,to save money.

 

WalMart switching to cheap generic items due to economy? Great Value brand

Wal-Mart CMO Defends Private-Label Expansion

The Food Industry, Part 1: Markets and Money

The Food Industry, Part 2: “Then, Now, and Tomorrow”

Those customers who are still employed or employed only part-time are also cutting back on the purchase of manufacturer national brands and trying and switching to the Walmart private store brands as seen above.

Given the economy is currently in a recession and unemployment levels will remain high for the next two years or longer,  the market segments that purchase the Walmart private store brand products will be the focus of the Walmart SWOT analysis and advertising campaign.

The SWOT analysis below focuses primarily on Walmart’s  grocery store and  Great Value private  store brand and does not cover Sam’s Club, discount stores and the non-grocery products and services.

Walmart SWOT Analysis

 

Strengths

World’s number one retailer in terms of sales revenues with over $400 billion in sales revenue in 2009.

An established and trusted retail brand with a reputation for lower price or value, convenience and a wide range of products in one retail store.

Largest private employer and grocery store retailer in the United States.

Recognized core competencies in information technology in support of its logistics and procurement systems.

Grocery items account for about 49% of Walmart sales revenues.

More than 8400 stores including about 800 discount stores, 3,100 combination discount and grocery stores (Wal-Mart Supercenters in the US and ASDA in the UK), and 595 Sam’s Club warehouses.

Reputation for low prices on manufacturer national brand products and Walmart private label brand products.

Over 40% of its sales are from private label brands through contracts with manufacturers.

Offers a wide variety of products in its stores.

World’s largest private brand, Great Value, with over 5,000 items.

Economies of scale in distribution because they can supply a wide range of products to the same customer base.

 Walmart International is the fast-growing part of Walmart’s overall operations, with 4,112 stores and more than 680,000 associates in 14 countries outside the continental U.S.

The International division with 25% of sales is growing at a fast pace;  it’s the #1 retailer in Canada and Mexico and it has operations in Asia (where it owns a 95% stake in Japanese retailer SEIYU), Europe, and South America.

People are a key resource and asset and Walmart invests time and money training and developing them.

Over 2.1 million employees worldwide and 1.4 million in the United States., the majority of which are full time employees.

One of the largest employers in United States and Canada, and the largest in Mexico.

Walmart Superstores offer twenty-four hour shopping.

Walmart Sam’s Club enable customers to purchase products in bulk at discount low prices

High customer satisfaction.

Family controlled company with Sam Walton heirs owning  about 45% of the company.

 

Weaknesses

A global company with a presence in only fourteen countries worldwide.

Low market share outside of the United States.

Does not specialize in many product sectors and may not have the needed expertise in managing some of these product sectors as do their more focused competitors.

 Big size stores may not work well in emerging markets, where customers may prefer small stores located in their communities compared to larger stores that may require travelling long distances outside of their communities.

Opportunities

Walmart currently operates in only 14 countries; and it has great opportunities to expand into other countries as well as grow within the countries they are currently operating in.

Form strategic alliances with other giant retailers in China, Europe and India.

The recession in the United States and the remainder of the world including those in which Walmart operates provides an opportunity for Walmart to switch their customers from manufacturer national brands to their own Walmart private and attract customer who normally do not shop at Walmart.

Acquire other discount retail and grocery stores in other markets for fast entry into other markets abroad.

Acquire manufactures of Walmart’s private store brand products.

Switch customers to higher profit margin Walmart private label brand, Great Value, from lower profit margin manufacturer national brands due to the recession. 

Settle sex descrimination law suits that have merit to avoid unnecessary, costly and prolonged litigation, negative publicity and impact on customer and employee base.

Continue and expand successful growth strategy of large supercenters.

 

Threats

Faces competition from local, regional, national and international business firms.

Top competitors are Carrefour SA, Costco Wholesale Corporation, Kroger, and Target Corporation.

Intense price competition from falling manufacturing costs in lower cost regions due to outsourcing.

Target of  lawsuits from litigants who perceive Walmart as a deep pocket financially.

Small companies can compete successfully by distributing specialty products or providing superior customer service

Many competing companies are outsourcing which leads to greater competition on price.

Many small towns do not want Walmarts to establish a store in their community because many small businesses cannot compete on price and subsequently close down once a Walmart store is openned.

Subject to political and foreign exchange currency risks in countries when operating abroad. 

 

Background Information

In grocery sales, Wal-Mart sacks competition

“…While much of retail has experienced sharply declining sales for more than a year, food – especially if perceived as a good value – still brings customers through the door.

“It’s all about foot traffic, and foot traffic is just not happening unless you have the food to draw people in,” said Patricia Edwards, a retail analyst and founder of Storehouse Partners LLC in Seattle.

Wal-Mart gets more than half the grocery dollars spent in Arkansas, Oklahoma and Mississippi and is the top grocer in the other states that border Arkansas, according to Shelby Publishing Co. Inc. of Gainesville, Ga., which tracks the supermarket business.

Globally, Wal-Mart had $401.2 billion in sales for its fiscal year that ended Jan. 31, and grocery items accounted for 49 percent of that figure, according to the company’s annual report.  …”

http://wakeupwalmart.com/news/article.html?article=2212

Private label plays off low-key, low-price approach – Wal-Mart, Target marketing strategies

“…Traversing a Wal-Mart store looking for proprietary brands isn’t as straightforward as it might seem. Unlike other discounters and supermarket chains this retailer doesn’t plaster the store name on house brands or make a big deal out of the product line as a point of differentiation. Rather, it simply and unobtrusively offers inexpensive product to its value-conscious customers.

Wal-Mart has long operated its merchandising programs in such a manner. It doesn’t advertise product in the traditional sense. Where other retailers spend hundreds of millions of dollars running Sunday circulars and using co-op advertising money from manufacturers to run product-heavy ads, Wal-Mart uses its every-day-low-pricing (EDLP) strategy to cut out that enormous expense and keep prices on both private-label and national brands as low as possible.

So it stands to reason that it would adopt a similarly low-profile approach to marketing its house brands. All proprietary product is positioned within its respective category based on price.

“Wal-Mart’s strategy is to reinforce their price leadership,” said Sid Doolittle of the consulting firm McMillan/Doolittle. “That’s their main theme; they’ve stuck with it for a long time, and it works. …”

http://findarticles.com/p/articles/mi_m0FNP/is_11_40/ai_75452808/

Private Label Trends

“…Private label describes products manufactured for sale under a specific retailer‘s brand. They are often designed to compete against branded products, offering customers a cheaper alternative to national brands. Though the public generally used to see them as low-cost imitations of branded products, private labels have overcome this reputation and achieved significant growth in recent years. The most commonly known private label goods are the “store brands” sold by food retailers, though this is just one example of many. Department stores, electronics stores, and office supply retailers all offer private label products or services.

Private labels offer several benefits to both retailers and customers, driving the segment’s rising popularity. For retailers, margins on private label goods are an average of 10% higher than those on similar branded products. Customers benefit from private labels’ lower prices, which are often significantly less than those of national brands. This combination, while beneficial to retailers and consumers, can put substantial pressure on the manufacturers of branded goods, who have to compete against their own customers (the retailers) for market share. …”

“…Private label goods are generally much cheaper to produce than branded goods, due to the lack of advertising and marketing expenses. As such, retailers are able to purchase private label goods for much less than they would have to pay for comparable branded products. The cost difference is usually large enough that retailers can offer customers lower prices while still making higher profit margins themselves. Lower prices can be enticing to customers and increase a company’s competitiveness. Small chains have a particular incentive to offer private label goods; they are often unable to match larger retailers’ prices for branded goods, but private label can allow them to price more competitively. …”

http://www.wikinvest.com/concept/Private_Label_Trends

“…Wal-Mart Stores, Inc. (formerly branded as Wal-Mart, branded as Walmart since 2008) (NYSE: WMT) is an American public corporation that runs a chain of large discount department stores and a chain of membership required warehouse stores. In 2010 it was the world’s largest public corporation by revenue, according to the Forbes Global 2000 for that year.[6] The company was founded by Sam Walton in 1962, incorporated on October 31, 1969, and publicly traded on the New York Stock Exchange in 1972. Wal-Mart, headquartered in Bentonville, Arkansas,[7] is the largest majority private employer[8] and the largest grocery retailer in the United States. In 2009, it generated 51% of its US$258 billion sales in the U.S. from grocery business.[9] It also owns and operates the Sam’s Club retail warehouses in North America.

Wal-Mart operates under its own name in the United States, including the 50 states and Puerto Rico. Wal-Mart operates in Mexico as Walmex, in the United Kingdom as Asda (“Asda Wal-Mart” in some branches), in Japan as Seiyu, and in India as Best Price. It has wholly-owned operations in Argentina, Brazil, and Canada. Wal-Mart’s investments outside North America have had mixed results: its operations in the United Kingdom, South America and China are highly successful, while it was forced to pull out of Germany and South Korea when ventures there were unsuccessful. …”

“…In March 2006, Walmart sought to appeal to a more affluent demographic. The company launched a new Supercenter concept in Plano, Texas, intended to compete against stores seen as more upscale and appealing, such as Target.[35][36] The new store has wood floors, wider aisles, a sushi bar, a coffee/sandwich shop with free Wi-Fi Internet access, and more expensive beers, wines, electronics, and other goods. The exterior has a hunter green background behind the Wal-Mart letters, similar to Wal-Mart Neighborhood Markets, instead of the blue previously used at its supercenters.

On September 12, 2007, Walmart introduced new advertising with the slogan, “Save Money Live Better,” replacing the “Always Low Prices, Always” slogan, which it had used for the previous 19 years. Global Insight, which conducted the research that supported the ads, found that Walmart’s price level reduction resulted in savings for consumers of $287 billion in 2006, which equated to $957 per person or $2,500 per household (up 7.3% from the 2004 savings estimate of $2,329).[37]

On June 30, 2008, Walmart unveiled a new company logo, featuring the non-hyphenated name “Walmart” followed by a stylized spark, as it is referred to on store advertisements. The new logo received mixed reviews from some design critics, who question whether the new logo is as bold as competitors such as the Target bullseye or as instantly recognizable as the former company logo, which was used for 18 years.[38] The new logo made its debut on the company’s walmart.com website on July 1, 2008. The new logo will eventually replace store logos at the company’s US locations throughout the year[clarification needed which year].[39] Wal-Mart Canada started to adopt the logo for its stores in early 2009.

On March 20, 2009, Wal-Mart announced that it is paying a combined $933.6 million in bonuses to every full and part time hourly worker of the company. An additional $788.8 million in profit sharing, 401(k) contributions, and hundreds of millions of dollars in merchandise discounts and contributions to the employees’ stock purchase plan is also included in this plan. While the economy at large was in an ongoing recession, the largest retailer in the U.S. reported solid financial figures for the most recent fiscal year (ending January 31, 2009), with $401.2 billion in net sales, a gain of 7.2% from the prior year. Income from continuing operations increased 3% to $13.3 billion, and earnings per share rose 6% to $3.35.[40] …”

http://en.wikipedia.org/wiki/Wal-Mart

List of Walmart Brands

“…Great Value

Great Value was launched in 1993 and forms the second tier, or national brand equivalent (“NBE”), of Walmart’s grocery branding strategy.

Products offered at Walmart through the Great Value brand are claimed to be as good as national brand offerings, but are typically sold at a lower price because of minimal marketing and advertising expense. In fact, in early 2009, Walmart had over 5,200 testers who failed to prove that the new Great Value revamp was better than the national brand. As a house or generic brand, the Great Value line does not consist of goods produced by Walmart, but is a labeling system for items manufactured and packaged by a number of agricultural and food corporations, such as ConAgra, which, in addition to releasing products under its own brands and for Walmart, also manufactures and brands foodstuffs for a variety of other chain stores.

As Walmart’s most extensively developed retail brand, covering hundreds of household consumable items, the Great Value line includes sliced bread, frozen vegetables, frozen dinners, canned foods, light bulbs, trash bags, and many other traditional grocery store products. The wide range of items marketed under the Great Value banner makes it Walmart’s top-selling retail brand.

The Great Value brand can also be seen in Canada, Mexico, Argentina and Brazil and some Trust Mart stores in Xi’an, Shaanxi Province, China through a partnership with Walmart.

By mid-summer 2009, Walmart had redesigned the Great Value labels to be predominantly white. The new redesign also includes over 80 new items including thin crust pizza, fat free caramel swirl ice cream, strawberry yogurt, organic cage-free eggs, double stuffed sandwich cookies, and teriyaki beef jerky. Walmart changed the formulas for 750 items including: breakfast cereal, cookies, yogurt, laundry detergent, and paper towels. The new brand was tested by over 2,700 people.[1] Other retailers are following suit with their private label packaging as well.[citation needed]

http://en.wikipedia.org/wiki/List_of_Wal-Mart_brands

Wal-Mart says Castro-Wright leaving his current post

“…Walmart U.S. has lost some higher-income shoppers gained during the recession and is facing stronger competition from rivals including Target Corp. … and Dollar General Corp. …”

“…The chain has been remodeling stores to make it easier and more pleasant to shop. It’s also cut prices on thousands of items and is bringing back some products to its U.S. store shelves after a move to narrow product assortment alienated shoppers who couldn’t find what they wanted — something Castro-Wright described as “self-inflicted pain” earlier this month at the Wal-Mart annual meeting. …”

http://www.marketwatch.com/story/wal-marts-promoting-from-within-for-key-us-post-2010-06-29 

 

Wal-Mart plans to widen price gap, eyes more acquisitions

“…Wal-Mart has cut prices on thousands of products — its so-called rollbacks or price cuts for 90 days — in its U.S. namesake stores, and has made similar moves in its overseas chains, such as the U.K.’s Asda, as the retailing behemoth vied with rivals from Target Corp. /quotes/comstock/13*!tgt/quotes/nls/tgt (TGT 52.68, +0.79, +1.52%) to Family Dollar Stores Inc. /quotes/comstock/13*!fdo/quotes/nls/fdo (FDO 39.51, +0.04, +0.10%) that also have been sharpening their price message, analysts said. Target’s sales have outpaced that of Wal-Mart.

“In some cases we’ve lost some of the promotional price intensity,” said the company’s U.S. Wal-Mart unit’s chief, Eduardo Castro-Wright. “Competitors in certain segments of the trade have become very price oriented. We’ve responded.”

http://www.marketwatch.com/story/wal-mart-to-widen-price-gap-eyes-mobile-potential-2010-06-04

Sex Discrimination Lawsuit Against Wal-Mart Allowed to be a Class Action

“…The world’s largest retailer, Wal-Mart, is squarely in the crosshairs of a sex discrimination class action lawsuit that may have far reaching implications on sex-based bias in the workplace. On April 26, 2010, a federal appeals court in San Francisco ruled that the lawsuit against the retail giant may proceed as a class action. Originally filed in 2001 by six female employees, the suit alleges that Wal-Mart systematically discriminated against female employees by denying promotions, paying women less than men and giving women smaller raises.

Prior Sex Discrimination Suits

Wal-Mart has settled scores of sex-discrimination lawsuits in recent years. It recently settled a lawsuit filed by the Equal Employment Opportunity Commission (EEOC) where the Commission alleged that Wal-Mart denied jobs to female applicants at its London, Kentucky distribution center from 1998 to 2005. However, in the present case, Dukes v. Wal-Mart Stores, Inc., the Plaintiffs sought to certify a much larger class of potential plaintiffs: women who may have worked at any Wal-Mart store in the United States after December 26, 1998. This prospective class would include hourly and salaried workers in 3,400 locations who may have been subject to Wal-Mart’s allegedly discriminatory policies regarding equal pay and promotions …”

http://www.24-7pressrelease.com/press-release/sex-discrimination-lawsuit-against-walmart-allowed-to-be-a-class-action-157766.php

Walmart Corporate

http://walmartstores.com/7663.aspx

 

Official Walmart Site

http://www.walmart.com/

 

 SWOT Analysis

SWOT Analysis: How to perform one for your organization

 

 

Video Lesson SWOT Analysis

Rob Frankel on Wal-Mart’s Sinking Brand

 

Walmart SWOT

http://www.marketingteacher.com/swot/walmart-swot.html

Read Full Post | Make a Comment ( None so far )

Unit 3, Part I, The Advertising Campaign

Posted on July 22, 2010. Filed under: Advertising | Tags: , , , , |

  • Attached Files
  • File How to create an advertising strategy.doc (33.5 KB)
  • Principles of Advertising

    Unit 3, Part I , The Advertising Campaign

     
    For this assignment, you will learn:
    – What is included in an advertising campaign
    – how to create an advertising campaign
    – examples of successful campaigns
    Read the content in the attached document and links:
     I. In your Blog, describe:
     a.  The SWOT analysis and how it works
     b. What an Advertising Campaign is used and how to create one
     c. Site an example of both a national and local (Texas)  Advertising Campaign (add links to show the rest of the class the campaigns as well, please)
    Resource links:
    Due: Friday, July 23 at 5 p.m.
     

    a. Describe a SWOT analysis and how a SWOT analysis works

     
    A SWOT analysis is an evaluation method of the Strengths, Weaknesses, Opportunities, and Threats of a business venture, project or person.
    The first step is to determine what the objectives or desired end state of the business venture, project or person.
    Then the Strengths, Weaknesses, Opportunities, and Threats  are identified.
    Strengths are attributes of the business, project or person that are helpful to achieving the objective(s).
    Weaknesses are attributes of the business, project, or person that are harmful to achieving the objective(s).
    Opportunities are external conditions that are helpful to achieving the objective(s).
    Threats are external conditions which could do damage to the objectives(s).
    Once the SWOTs are identified, the decision makers must make a determination of whether the stated objective is attainable.
    If the stated objective is not attainable, then the objective is changed.
     

    How to Do a SWOT Analysis

     
    b. What an Advertising Campaign is used and how to create one
     
    An advertising campaign is a planned and coordinated advertising effort  for a series of advertisements  over a specific time period with the objective to sell a product, service or brand.
     
    An advertising campaign usually last from a month to a year.
     
    The members of the advertising campaign team are responsible for the coordination of all types of advertising including print (newspapers and magazines), broadcasting (radio and television) and online.
     
    Based on the client company’s needs, a budget is established, the advertising campaign team creates a theme or slogan and recommends an advertising strategy for the best exposure of the client.
    An advertisement is created and then placed in the appropriate media outlets.
     
    An advertising campaign usually follows  these broad steps:
     
    1. Market Research
    2. Budgeting
    3. Setting goals
    4. Advertising venue
    5. Choosing creatives
    6. Design and wording
    7. Placing the ad
    8. Evaluation

    The late advertising legend David Ogilvy emphasizes the importance of discipline in art and the need to follow rules and regulations to produce a great  advertising campaign.

    An advertising campaign is created by developing and writing an advertising campaign plan and executing the plan effectively and efficiently within budget and schedule constraints.
     
    Below is framework or outline of a national advertising campaign planning document developed by Jim Avery in his book. Advertising Campaign Planning: Developing An Advertised-Based Marketing Plan.

    Chapter 1: Situation Analysis 

    A. Current Users
    B. Geographical Emphasis
    C. Seasonality
    D. Purchase Cycle
    E. Creative Requirements
    F. Competitive Sales
    G. Competitive Media Spending
    Chapter 2: Research
     
    A. Objectives
    B. Strategies
    C. Methodology
    D. Summary of Findings

    Chapter 3: Problems and Opportunities 

    Chapter 4: Marketing Objective 

    A. Number
    B. Rationale

    Chapter 5: Budget 

    The Advertisng Campaign Planning Document

    Chapter 6. Marketing Strategy

    A. Promotion
          1. Advertising
               a. Creative
               b. Media
               c. Production
         2. Sales Promotion
              a. Consumer
              b. Trade
         3. Pubic Relations
         4. Direct Marketing
              a. Direct Response Media
              b. Telemarketing
         5.Event Marketing
             a. Consumer Events
             b. Trade Events
         6. Miscellaneous
             a. Personal Selling
             b. Packaging
             c. Merchandising
             d. Promotional Products
    B. Product
    C. Pricing
    D. Distribution (Place)
    E. People
    F. Rationale

    Chapter 7: Advertising Creative

    A. Target Audience
    B. Objective
    C. Strategy
         1. To Convince…
         2. To Use…
         3. Instead of…
         4. Because…
    D. Support
    E. Consideration
    F. Tone
    G. Rationale
    H. Tactics

    Chapter 8: Advertising Media

     
    A. Objectives
          1. Target Audience
          2. Geography
          3. Seasonality
          4. Continuity, Flighting, etc.
          5. Creative Constraints
          6. Reach vs. Frequency
    B. Strategies
          1. Media Mix and Types
          2. Media Format or Classes
          3. Geographic Use
          4. Seasonal Use
          5. Flighting vs. Continuity
    C. Rationale
         1. Support of Strategy
         2. Support of Delivery and Efficiency
    D. Tactics
          1. Media Vehicles
          2. Reach/Frequency
          3. Cost Summary
         4. Flow Chart
         5. Sales to Advertising Comparison
              a. History
              b. Designated Marketing Area (DMA) by Brand Development Index (BDI)
         6. Competitive Media & Sales Review
         7. Target Group/User Analysis
          8. Detail on Media/Medium Planned
               (Decision Grid)
               a. CPM
               b. Reach
               c. Circulation
               d. Cost/Discounts
               e. Editorial Content
    E. Buying
         1. Constraints
         2. Rationale

    Chapter 9: Sales Promotion

     
    A. Consumer Promotion
          1. Current Situation
          2. Objectives
          3. Strategies
          4. Rationale
          5. Tactics (Events)
          6. Payout
    B. Trade Promotion
         1. The Rise of the Retailer
         2. “Slotting Allowance”
         3. Motivation 

    Chapter 10: Marketing Communications (MARCOM)

    A. Public Relations
          1. Current Situation
          2. Objectives
          3. Publics
          4. Strategies
          5. Rationale
    B. Direct Marketing
         1. Current Situation
         2. Objectives
         3. Rationale
    C. Event Marketing
         1. Current Situation
         2. Objectives
         3. Rationale
    D. Miscellaneous

    Chapter 11: Evaluation (Research)

    A. Current Situation
    B. Objectives
    C Strategy
    D. Tactics (Methodology)

    Chapter 12: Test Marketing

    A. Objectives
    B. Strategies
    C. Tactics (Methodology)
    D. Rationale
    E. Evaluating
     
     The above advertising campaign outline or framework  document is for a national campaign and needs to be modified and scaled back for a local advertising campaign. However, some of the national level elements are still applicable and need to be addressed for local and smaller advertising campaigns.

    David Ogilvy provide the following useful definition:

    “…a good advertisement is one which sells the product without drawing attention to itself. It should rivet the reader’s attention on the product. Instead of saying, “What a clever advertisement,” the reader says, “I never knew that before. I must try this product.” (page 90 of Confessions of An Advertising Man).

    David Ogilvy gives the following eleven recipes of how to build a great advertising campaign in his book, Confessions of an Advertising Man, pages 91-103:
     
    1. What You Say Is More Important Than How You Say It.
    2. Unless Your Campaign Is Build Around a Great Idea, It Will Flop.
    3. Give the Facts.
    4. You Cannot Bore People into Buying.
    5. Be Well-Mannered, But Don’t Clown.
    6. Make Your Advertising Contemporary.
    7. Committees Can Criticize Advertisements, But They Cannot Write Them.
    8. If You Are Lucky Enough To Write A Good Advertisement, Repeat It Until It Stops Pulling.
    9. Never Write an Advertisement Which You Wouldn’t Want Your Own Family To Read.
    10. The Image and the Brand must be coherent and stable and the advertising must contribute to this.
    11. Don’t Be A Copy-Cat.
         
        
     
     
     
     
    c. Site an example of both a national and local (Texas)  Advertising Campaign (add links to show the rest of the class the campaigns as well, please)
     

    National Advertising Campaign

    Honda’s Power of Dreams Campaign is a national corporate brand campaign that builds on Honda’s corporate theme, “Power of Dreams”:

    http://dreams.honda.com/#/background

     

    http://dreams.honda.com/#/video_la

    Honda Creates Original Short-Film Documentaries for Corporate Brand Campaign
    One Film in the Cinematic Series by an Acclaimed Director to be Screened at Sundance Film Festival

    http://world.honda.com/news/2009/c090112Original-Short-Film/printerfriendly/index.html

    Kick Out the Ladder

    Racing Against Time

    Honda the Power of Dreams Failure: The Secret to Success

      Background Information

    Honda “Impossible Dream” Commercial

    the new Honda Impossible Dream 2010

     

    Local (Texas) Advertising Campaign

    University of Texas at Austin has a Texas advertising campaign with the theme of “What Starts Here Changes the World,” with nine broadcasting television spots.

    http://www.utexas.edu/inside_ut/tvspot/ 

    University of Texas at Austin ““What Starts Here Changes the World”

    University of Texas Ad – Minds

    University of Texas Ad – Soul

    University of Texas Ad – We’re Texas

     

    University of Texas Ad – Change

     

    University of Texas Ad – Gutenberg

     

    University of Texas Ad – Sole Purpose

    University of Texas Commercial – “We’re Texas” Rallying Cry Ad

     

    University of Texas Ad – Yet

     

    Background Information

    SWOT analysis: how to create a useful one

     

    Market segmentation: a case study OxfordLearningLab

    How to Advertise to market segments

    World Class Marketing – Market Segmentation

    Marketing communications: The scope

     

    SWOT

    “…SWOT analysis is a strategic planning method used to evaluate the Strengths, Weaknesses, Opportunities, and Threats involved in a project or in a business venture. It involves specifying the objective of the business venture or project and identifying the internal and external factors that are favorable and unfavorable to achieve that objective. The technique is credited to Albert Humphrey, who led a convention at Stanford University in the 1960s and 1970s using data from Fortune 500 companies.

    A SWOT analysis must first start with defining a desired end state or objective. A SWOT analysis may be incorporated into the strategic planning model. Strategic Planning, has been the subject of much researchCitation Needed.

    • Strengths: attributes of the person or company that are helpful to achieving the objective(s).
    • Weaknesses: attributes of the person or company that are harmful to achieving the objective(s).
    • Opportunities: external conditions that are helpful to achieving the objective(s).
    • Threats: external conditions which could do damage to the objective(s).

    Identification of SWOTs are essential because subsequent steps in the process of planning for achievement of the selected objective may be derived from the SWOTs.

    First, the decision makers have to determine whether the objective is attainable, given the SWOTs. If the objective is NOT attainable a different objective must be selected and the process repeated.

    The SWOT analysis is often used in academia to highlight and identify strengths, weaknesses, opportunities and threats [citation needed]. It is particularly helpful in identifying areas for development [citation needed]. …”

    http://en.wikipedia.org/wiki/SWOT_analysis

    “…Honda’s Impossible Dream is a panoramic 2 minute long television commercial that was launched on December 2, 2005 in the United Kingdom. It anchored the “Power of Dreams” campaign which also included a website with extensive information about the series of vintage Honda vehicles that were chosen to illustrate the dreams of the founder of Honda. It features an actor (Simon Paisley Day) singing, riding and driving across the scenic shorelines and roads of New Zealand, Twin Ring Motegi in Japan, and the Iguazu Falls in South America. …”

    Defintion of Advertising Campagin

    “…Coordinated series of linked advertisements (broadcast usually through several media channels) that (1) focus on a common theme and one or few brands or products, (2) are directed at a particular segment of the population (targeted audience), and (3) are aimed at achieving a specific objective (such as awareness or market share). Successful advertising campaigns achieve far more than the sporadic advertising, and may last from a few weeks and months to years. ..”

    http://www.businessdictionary.com/definition/advertising-campaign.html

    “…Top 10 Tips for an Effective Advertising Campaign

    The goal of advertising is to cost-effectively reach a large audience and attract customers. If done correctly, advertising can enhance the success of your business. Here are 10 advertising tips to pay attention to:

    1. Go after your target audience. An advertising campaign should be geared to your niche market. It is a common mistake to create generic ads that do not speak the language or grab the attention of your potential customers. For more information, read How to Identify and Reach Niche Markets for Your Business.
    2. Highlight your competitive advantage. One of the keys to all advertising is to accentuate the pros of your company, those factors that give you your competitive edge. Too many ads are clever but fail to sell the benefits of the product or service.
    3. Establish an image. You can recognize the McDonald’s arches while whizzing by on the highway. Likewise, there are plenty of products that you recognize by their packaging or logo. Image counts when it comes to advertising and promoting your business. Too many advertisers do not work to build a consistent image. Check out Three Brand Identity Myths That Will Bring Your Business Down for additional issues to avoid.
    4. You have to spend money to make money. There are ways to save money, but typically advertising is not the place to cut corners. It will affect sales, and that affects the bottom line. Successful advertising may cost some money, but that is because it works. Check out More Bang for Your Advertising Buck for cost-cutting tips that won’t cut your goals.
    5. Advertise in the right places. Your favorite magazine, radio station, or even television program might not be a favorite of your audience. Know what they read, watch, and listen to, and advertise in media that reaches your target market.
    6. Don’t allow your budget to run your advertising campaign. If you budget $5,000 per month for advertising, you’ve made it very easy from a bookkeeping perspective. However, if like most businesses you have seasonal highs and lows, you are spending too much money advertising during down times and not enough when you want to attract customers. Too many entrepreneurs do not budget according to their seasonal advertising needs.
    7. Diversify. It is all too common for business owners to choose the best place to advertise based on price and potential rate of returns and then stop. As is the case with investing, you do not want to put all of your eggs in one basket. Spread your advertising dollars around.
    8. Don’t try to be everything to everyone. No product or service will appeal to everyone. Many business owners, including corporate executives, try to come up with ways to reach every market. Typically, this does not work. It can spell disaster for small businesses, who cannot afford to spread themselves too thin. Therefore, find your market and be everything you can be to that audience.
    9. Test your ads in advance. If you have the time or money to invest in focus groups, you should test your ads on other people. Do they understand and accept the message that you are trying to convey? For further information, read Focus Groups: How They Can Work for Your Small Business. There are other less-expensive ways to test your ads as well: questionnaires, for example. The article Creating Questionnaires for Gathering Market Research can be helpful.
    10. Monitor your ads. It is very easy to ask new customers or clients where they heard about you. As simple as this is, many entrepreneurs do not bother to do so. It is advantageous to know which ads generate business….”

    http://www.allbusiness.com/marketing/advertising/3983-1.html

    Read Full Post | Make a Comment ( None so far )

    Unit 2 Part 2 Modern and Traditional Advertising Techniques.

    Posted on July 22, 2010. Filed under: Advertising, Bandwagon, Bathroom, Communications, Contextual, Keyword/Pay Per Click/Cost Per Action, Magazines, Mass Media, Mobile, Movies, Music, Newspapers, Pixel, Placement, Print Media, Public Relations, Radio, Television, Testimonials/Endorsements, Web, Web Banner | Tags: , , , , , |

    Part 2: Compose a 500-word essay comparing and contrasting modern advertising methods with traditional methods (read attached article “Modern Advertising Methods”).

    Focus on how advertising has changed and/or stayed the same. Post this essay in your blog by Thursday, July 22 at 5 p.m. 

    There are several types of advertising including : 

    1. Product/service 

    2. Branding 

    3. Institutional/issue 

    4. Public service announcement. 

    There are also several advertising media: 

    1. Print media (newspaper and magazines) 

    2. Electronic media (radio and television) 

    3. Online (computer and cellphone) 

    4. Public spaces (billboards, buildings, buses, bus stops, taxis and signs) 

    5. Directly to people (direct mail and telemarketing). 

    As new media were developed the methods of advertising changed. The first advertisements were in local newspapers. 

    This was followed by advertisements in magazines for a broader regional or national audience. 

    The print media advertisements were largely text supplemented with illustrations and later photographs and the use of color. 

    With the advent of commercial radio broadcasts, audio (voice and music) was used to advertise products and services to radio show listeners. 

     When television took off starting in 1948, advertisers still used text, illustrations, photographs and audio in their commercials that were first in black and white, then color and now high-definition. 

    Now, however film or videos could be used to make commercials that were broadcast to television show viewers. 

    Starting in 1995 the internet and the world-wide web  provided  a media where the viewer of a web site could interact with the advertising by first searching for the specific information and next selecting the advisement that was most relevant to them. 

    This interaction consisted primarily of the viewer clicking on buttons or hyperlinks or filling out forms that were submitted and saved in databases. 

    Today advertising in print media such as  newspapers and magazines and broadcasting media such as radio and television are  considered traditional advertising. 

    Modern advertising increasingly uses the world-wide web to deliver the advertisers’ message aimed primarily  sell the products and services and the  brand name of the advertiser. 

    Both traditional and modern advertising still use text, illustrations, photographs, images, audio, movies and videos as media to deliver the advertiser’s message.  

    As consumers spent more and more time on computers and cell phones and less time reading newspapers and magazines,  listening to radio, and watching television, the advertisers started moving more and more of their advertising budget to online advertising on web sites viewed either on a personal computer or cell phone. 

    Text,  illustrations and photographs first used in traditional advertising are also  being used in modern advertising including web banner, blog, mobile, contextual, keyword, promotional, pixel and public relation advertising. 

    With traditional radio and television advertising the listener or viewer must watch a scheduled television broadcast which includes the advertiser’s commercial message. The communication is largely one way from the source to the receiver of the advertiser’s message. The audience is large, heterogenous, anonymous (usually unknown) and passive with little opportunity for feedback. 

    With modern online advertising the viewer or listener can actively interact with the advertiser’s message by deciding first whether they even want to see the advertisement and then have an opportunity to fill out a form to obtain additional information and free promotional items  from the advertiser or even purchase the product or service over the web. The communication is two-way from the source to the receiver and back again,. The audience is smaller and targeted, more homogeneous, known and active with opportunities for immediate and later feedback. 

    The techniques of modern advertising are different from traditional advertising and largely reflect the new media’s use of computers, mobile devices or cell phones, and networks to deliver the advertiser’s message. 

    Advertising on web sites consists mainly of web banner ads appearing on the top of a web page. 

    The early web banner ads were largely static text combined with images consisting of illustrations and/or photographs. 

    Today many web banners ads now have added animations, games and video clips such Flash movies and videos embedded into the web banner ad area of the web page. 

    The difference between web banner advertising and television advertising is the computer user decides when and what site to visit and decides whether they want to click on an advertisement to obtain additional information about the product or service being promoted. 

    Cable and satellite television do however let the viewer decide when they want to watch a particular program or movie. 

    Videos used in television commercials are also being repurposed to be used again in online video advertising . 

    More and more people and businesses have blogs or web sites where people and businesses express themselves and respond to comments and questions asked by the blog’s viewers. 

    The popularity of blogs has attracted advertisers who place advertisement such as web banner ads or sidebars to promote the sale of their products and service that are relevant to the blog post or blog. 

    Advertisers can place and target their ads based on the content, tags and categories of a blog post. 

    Viewers of a blog post on a specific subject or  category will also view a web banner ad related to the subject of the  post above the blog post. 

    For example a blog post on the American revolution may view a banner ads about American history books or the American revolution. 

    Thus the modern advertising techniques of web banner ads and blog advertising enable advertisers to target a very narrow audience of those most interested in the advertisers products and services. 

    This is in sharp contrast to both printed media advertising and commercial radio and television advertising where the targeted audience is much broader. 

    Many advertisements on web sites and blogs previously seen on a computer screen are now also available for viewing on cell phones. 

    This advertising is called mobile advertising or cell phone advertising. Those viewers of an ad may be sent a text message with a promotion or attentional information about a product or service. 

    Defining Mobile Marketing

    SMS text messaging can be used to send text messages to cell phone users that have expressed an interest in receiving information or an advertising message about a product or service. 

      

    Part 1: Introduction to Mobile Marketing
     

     

      

    Part 2: Introduction to Mobile Marketing

    Modern advertising includes both contextual advertising and keyword advertising techniques that are used on web sites with search engine applications. 

    Today’s search engines are used by both computer and cell phone users to seek information. 

    Search engine sites such as Google, Bing and Yahoo use contextual advertising to display the most relevant advertisements. 

    Based on the entry typed into the search engine box, advertisements will be displayed usually at the top of the returned results page or in a separate column or panel on the far right or left of the web site page.
    Keyword advertising also known as pay-per-click and cost per action advertising are used by search engine sites to sell advertising space on the web site pages to advertisers. Advertisers pay-per-click for viewers who click on an advertisement on the search returned page. 

    Pay Per Click Advertising Secrets

     

    While online advertising on web sites and blogs is by far the largest portion of modern advertising, the fastest growing is online video ads. 

    Also the use of promotional advertising where giving promotional items away also worked very well on the web. An advertiser’s message is pushed to the viewer of a web site and information about the viewer is pulled from them by having the viewer fill out and submit a form to get the free valuable promotional item and information. 

    Web 2.0 – Promotion Methods that get Results – Video

    However, not all modern advertising is solely online advertising. 

    Modern advertising also includes testimonials and endorsements, bandwagon, promotional, and bathroom advertising that has evolved from traditional advertising in the print, electronic and public space media. 

    Testimonials and endorsements especially by celebrities, bandwagon and surrogate advertising  use propaganda advertising techniques.  

    If some celebrity gives a testimonial and endorsement of a product, then you too are more likely to buy the product. 

    With bandwagon advertising you will usually find such words as everyone, ours, we,  yours, universal, call and act now, don’t miss out, join the sensation,  and what are you waiting for? 

    What is Propaganda

    The advertiser wants you to jump or hop on the bandwagon and purchase their products and services just like everyone else is doing. Bandwagon advertising is  like peer group pressure. If everyone is buying and using the product or service, you should be buying and using the product or service. 

    Propaganda Bandwagon

    Bandwagon advertising has been used in the past in traditional advertising and is now being used online with YouTube videos as well: 

    Hopping on the Advertising Bandwagon…

    Getting Your Business on the Blogging Bandwagon

    When alcohol and cigarette products are banned from advertising on broadcast radio and television, an advertiser can use surrogate advertising to promote the product using their brand name with another of its products which is not banned under a nation’s laws. 

    The following online Youtube advertisement does exactly this by using the brand name, Club Royal, and the drink, apple juice, as a surrogate advertisement for Club Royal Whisky: 

    Surrogate Advt for CLUB ROYAL WHISKY produced by AUTUMNCART

    Surrogate advertising is also used by pharmaceutical companies who cannot advertise prescription medications. However, pharmaceutical companies can have an informational commercials about a disease or condition and have the  medication branding scattered throughout the advertisement to get consumers used to the brand. 

    Modern advertising has even come to public bathrooms with the placement of ads on the back of doors and on mirrors. Face it, you have a captive target audience and theadvertiser’s messages are being read: 

    Opportunity Knocks – AllOver Media Restroom Ads

     

    Marketing Mirror/ Mirror Image by LuxuryTec :: The Original

    Magic Display Advertising Mirror

    Indoor Restroom Digital Billboards Greensboro NC

    What is next in the modern advertising world? 

    How about high-definition digital signage and interactive mirror advertising? 

      

      

    An Introduction to Digital Signage

    Interactive Mirror for DIESEL GINZA

    http://www.youtube.com/watch?v=QU5DrVu2gdg&NR=1  

    All advertising, both traditional and modern, uses some combination of text, images, illustrations, photographs, audio, and video to deliver the advertiser’s message whether that be to promote the sale of goods and services, a brand name, institution, issue or a public service announcement. Advertising is a big, growing and changing business. 

      

    Background Information

    Ogilvy’s New Media Guru On Online Advertising
     

      

    The Future of Online Advertising is Video
     

      

    Video Ads on YouTube will be Predominately Professional
     

      

    David Hallerman on Gateway Advertising
     

      

    Online Video Advertising Must be “Contextual”
     

      

    What Is Surrogate Advertising? 

    “…Surrogate advertising is advertising which embeds a brand or product message inside an advertisement which is ostensibly for another brand or product. For example, a cigarette company might issue public service announcements relating to a topic such as lung cancer, using the company’s logo or distinctive brand colors in the ads so that people are exposed to the company’s branding without seeing an explicit ad for the company’s product. The company would justify the advertisement by claiming that it’s an example of social responsibility. …” 

    http://www.wisegeek.com/what-is-surrogate-advertising.htm

    Read Full Post | Make a Comment ( None so far )

    Unit 2 Part 2 Platforms of Advertising

    Posted on July 20, 2010. Filed under: Advertising, Communications, Mass Media, Print Media, Radio, Television | Tags: , , , , , , , , , , , |

    Unit 2 Part 2_Platforms of advertising .ContentAttached Files

    Major Methods of Advertising.rtf (7.517 KB)

    Modern Advertising Methods.rtf (11.812 KB) .

    Assignment Title: Unit 2_Part 2

    Different platforms of advertising

    Research the different forms of advertising-

    -Radio

    -Television

    -Print (magazine, newspaper, flyers, mail advertising)

    -Outdoor (billboard, building)

    Read this article: http://www.buzzle.com/articles/different-types-of-advertising.html

    Part 1: In your blog, discuss one advertisement on each of the four platforms that you encounter in a given day. Describe the ads themselves, what they make you think about and how they make you feel. If possible, include clips/ photos of the ads in your response. Due July 20, 2010 by 5 p.m.

    View this assignment  with embedded videos and images on my Pronk Papers blog:

    Unit 2 Part 2 Platforms of Advertising

    Radio Advertisement

    If you listen to talk radio, you have probably heard a commercial for Carbonite or seen one on the host’s web sites:

    http://www.billbennett.com/

    http://www.carbonite.com/comktg/signup.aspx?lp=57&sourcetag=Bennett_Banner1&cmpid=RA_Bennett_Banner1

    http://www.glennbeck.com/

    http://www.carbonite.com/comktg/signup.aspx?lp=33&sourcetag=Beck_Banner1&cmpid=RA_Beck_Banner1

    http://www.rushlimbaugh.com/home/today.guest.html

    http://www.carbonite.com/ads/rush/banner1.aspx?SourceTag=RushSite&cmpid=RA_Rush_1_Banner

    http://www.lauraingraham.com/

    http://www.carbonite.com/comktg/signup.aspx?lp=lauraingraham

    What is distinctive about Carbonite commercials is that the radio talk show host weaves the Carbonite commercial into the show and the celebrity host gives a personal testimonial about the product and its benefits–automatic, secure, reliable and unlimited.

    This  can be a little disconcerting at first, but definitely gets your attention and eventually you will go to the talk radio show’s site to check it out and get more information.

    The following clips gives you a humorous example of this both on the radio and on television:

     

    Ron & Fez: Carby and Little Carby for Carbonite, 5/12/09

    Jimmy Kimmel on Carbonite

    The listener to the talk show is directed to the Carbonite ad on the talk radio show’s web site where they can get additional information about the product or they can directly go to the Carbonite site:

    http://www.carbonite.com/ads/ppc/Google/TM/ProductShot/signup.aspx?ppc_campaign=Branded_-_Phrase_-_US&ppc_group=TM_-_Correct_Spelling_Only_-_Ins&ppc_kwd=carbonite.&gclid=CO7iy-j3-qICFUcz5wod_BYg1Q

    Any one who has a personal computer knows they fear the day their hard drive crashes.

    Carbonite provides a relatively inexpensive way to protect yourself against the lost of data when you hard drive or computer crashes.

    I feel that if I had Carbonite backup protection that all my data or files including videos, photos, music, databases, business records would be safely, securely, conveniently stored by Carbonite with multiple backups.

    What is most attractive about the service is that it is done automatically for you in the background when you computer is on.

    For many months I remembered the radio talk shows that I had heard the  Carbonite commercial for the computer online backup service, but simply could not remember the name of company, Carbonite.

    This partially confirms what the late advertising legend, David Ogilvy said about celebrity testimonials, namely the viewers remember the celebrity while forgetting the product.

    I say partially for I did remember both the celebrity and the product category, computer online backup, but I simple could not remember the company or brand name,  Carbonite.

    That said, I knew I could quickly find the name by going to one of the talk radio show site above.

     

    Background Information

    Carbonite: Backup. Simple.

    About Carbonite

    “…Carbonite launched its Online PCBackup™ service in May 2006. Carbonite’s industry-first offer of unlimited backup space for a flat low price revolutionized the market for consumer and small business backup services. So far the company has backed up more than 2.5 billion files, has restored more than 160 million lost files for its customers and has a large data center where capacity is measured in petabytes. There are Carbonite users in nearly 100 countries.

    Founded in 2005, Carbonite believes that computer users should not have to think about backup. The company’s mission is to provide an affordable, reliable, secure and easy-to-use solution for the mainstream computer user. Carbonite is available to consumers and small business through numerous channels, including its corporate Web site, major US retailers and international distributors. For more information, please visit http://www.carbonite.com. …”

    http://www.carbonite.com/blog/?tag=/carbonite+online+backup

    Carbonite (online backup)

    “…Carbonite is an online backup service available to both Windows and Mac users that provides unlimited backup space to consumers and small businesses. It is named after carbonite, the substance used to freeze Han Solo in Star Wars: The Empire Strikes Back.[1]

    Carbonite was the first online backup company to offer unlimited backup space for a fixed price. Prior to Carbonite entering the market in early 2006, all online backup services were priced by the gigabyte.[2] Many other vendors have since changed to an unlimited model similar to Carbonite’s.[3]

    Carbonite was named ‘Best Windows Backup Tool’ by Lifehacker,[4] ‘Labs Winner’ by PC Pro, ‘Editor’s Choice’ by NextAdvisor,[5] Hottest Boston Company by Lead411,[6] but received only ‘two mice’ in a MacWorld review putting it second to last.[7]

    http://en.wikipedia.org/wiki/Carbonite_(online_backup)

    Carbonite Commercial 2009 – 1 of 4

     

    Carbonite Commercial 2009 – 2 of 4

    Carbonite Commercial 2009 – 4 of 4

    Carbonite Online Data Backup Review

    http://www.carbonite.com/ads/ppc/GOOG/OO1/signup.aspx?ppc_campaign=Backup_-_Broad_-_US&ppc_group=Gen_-_Computer_Option_-_Ins&ppc_kwd=computer_back_up_services&gclid=CLPwycXZ8KICFQ8hDQod-wg_pw 

    Television Advertisement

    The shaving cream brand, Barbasol, has a radio, television, print and online advertising campaign for its shaving cream products. If you listen to  Bill Bennett’s Morning In America talk show, that airs from 6 a.m. to 9 a.m Eastern Standard time, you have probably heard the Barbasol song that you also can hear and see in Barbasol Close Shave America video below:

    Barbasol | “Close Shave America”

    The lyrics of the thirty-second commercial are worth examining closely, pun intended.

    The road is tough, your spirits strong, driving one and all,

    Close shave America, close shave Barbasol.

    America you are looking good, handsome, free and tall.

    Close shave America, close shave Barbasol, close shave Barbasol.

    The road is tough like a man’s beard or someone who has not shaved for a day or two.

    Still the individual’s and country’s spirit is strong as you drive one and all of the roads of America.

    The individual is identified with all the people of America in the phrase, “America you are looking good, handsome, free and tall.”

    The suggestion is that the individual is like all the American people and you too can look good, handsome and tall provided you shave close with Barbasol shaving cream.

    The commercial repeats the brand name, Barbasol, and tag line, Close Shave Barbasol, the benefit of the product, several times in the commercial.

    The image of the product, a can of shaving cream,  is shown several times on the side and back of the truck, and on the table in the home.

    A benefit tag line–BEARD BUSTER–is towards the top of can followed by the company brand name–Barbasol–and a second feature tag line–THICK & RICH SHAVING CREAM.

     

    The videos also provides a web address or url, www.barbasol.com  for more information.

    The ad makes me think about shaving and the need for a close shave and one of the products you would need to accomplish this– shaving cream–Barbasol.

    When I go shopping for shaving cream, the product in that category that I think of first is Barbasol.

    This is exactly what the advertiser wants to happen, namely being the first brand name product in the  product category cue or list.

    The second name I think of is Colgate, followed by Gillette.

    However, I usually buy Barbasol for it is the cheapest and best.

    Subsequent shorter commercials reenforce this by making the consumer aware that Barbasol comes not only in the original flavor but in six other flavors and one designed for sensitive skin as well.

    Also, if you want a close shave, you better buy Barbasol and not the other brands.

    Barbasol Champ 

    Barabasol – Close Shave “Baseball”

    Barbasol – Sensitive Skin “Hockey”

    Close Shave and All Better Get Barbasol

    Each flavor has it own color for quick identification and the products are on the web site:

    http://barbasol.com/product_landing.aspx

     

    Barbasol shaving cream also comes in a small can for traveling to save on the space and weight (see photo of can above). 

    This is a distinct benefit now that airlines are charging passengers for suitcases weighing more than a certain limit.

    The Barbasol brand is usually the least expensive or lowest price shaving cream.

    For those who prefer a shaving gel or a premium product,  the company has a brand extension, Barbasol Ultra:

    Perio, the company who owns the Barbasol brand, also has a brand of shaving cream products targeted for woman Pure Silk:

    http://barbasol.com/products.aspx?cid=3

    Pure Silk shaving cream commercials are targeted for woman as illustrated in these commercials:

    Pure Silk Shave Cream

     

    Brittany Lincicome’s New Commercial – Pure Silk

    I agree with the late advertising legend David Ogilvy who did not recommend using celebrities in advertising.

     His research found that the ads that use celebrity testimonials get below average results in their ability to change brand preference . Ogilvy stated that “Viewers have a way of remembering the celebrity while forgetting the product.” (see his classic book Ogilvy On Advertising, page 109).

    However, Ogilvy thought that “the most effective testimonial commercials are those which show loyal users of your product testifying to its virtues-when they don’t know they are being filmed” (see his book Ogilvy On Advertising, page 105).

    The Barbasol | “Close Shave America” commercial is much better than the Pure Silk commercial with celebrity golfer Brittany Lincicome. 

    Perio, Inc. is a privately owned company that owns  the Barbasol and Pure Silk brand and is headquartered in Dublin, Ohio:

    Made in America – Barbasol

    For a close shave guys, better buy Barbasol,  and  gals, Pure Silk.

     

    Print advertisement

    eHarmony uses radio, online, television and print advertisements to attact customers to its date matching services:

    http://www.eharmony.com/?ctk=1&cid=50601&aid=1001&kid=ZCO7

    eHarnmony’s tag line is bringing good people together

    eHarmony’s  Advice tag line is real people, real advice.

    The focus of both is people and the formation of personal relationships.

    It provides prospects of its service a free review of its service and if you are at their site a button to click on to “Get Matched For Free”.

    In other words it gives you a taste by requiring you to first complete a extensive questionaire covering the 29 dimensions of compatability

    The more time you spend at the site and get involved, the more likely you are going to try it the service at  least once.

    Like most companies, eHarmony is trying to get you hooked or adicted to its date match services.

    The company in its advertisements wants you to go to your computer and type in www.eharmony.com

    Once there eHarmony is selling you their services.

    I still remain skeptical and did not use their service.

     

    eHarmony: bringing good people together

    eHarmony Ad – Tanyalee & Johsua

    eHarmony does remind me of a song from Fiddler On The Roof:

    Fiddler on the roof – Matchmaker ( with subtitles )

     

     

    Background Information

    eHarmony

    “…eHarmony is an online dating website which matches men and women with other singles. In addition to singles matching, eHarmony operates eHarmony Labs, a relationship research facility, and publishes eHarmony Advice, a relationship advice site. eHarmony, which was launched on August 22, 2000, is based in Pasadena, California and has operations in the U.S., Australia, Canada and the U.K. The company is privately-held, with investors that include Technology Crossover Ventures, Sequoia Capital and Fayez Sarofim & Co. …”

    http://en.wikipedia.org/wiki/EHarmony

    Outdoor advertisement

    Half Price Books uses its company brand name and logo on its buildings and billboards:

     

    The familiar white text on a red background gets your attention as you are driving past.

     

    It is similar to a traffic stop sign which also has a red background and white letters in America.

     

    However the Half Price Books sign makes me want to stop at the store and buy some books. 

    I feel I am saving money by buying used books at a discount of at least 50% or more off the retail price.

    What usually happens is I buy significantly more books than I would have if I had to pay the suggested retail price on book’s cover.

    Since I enjoy reading, I have been a loyal customer of Half-Price Books for over twenty-five years and live only a few miles away from their main store.

    The company name, Half Price Books, is also the main selling proposition and business model behind the chain of stores that were started in Dallas, Texas in 1972 and have now grown to over 100 stores in 15 states nationwide.

    Store Locations

    http://www.halfpricebooks.com/find_a_store.html

    Their main store in Dallas is most likely the largest book store in the world and uses the company logo on the entrance to the store:

     

    Half Price Books should seriously consider deleting the word RECORDS as fewer and fewer people are listening to music on this format.

    The only thing I would change or add to the company logo and sign is that I would add the words CDs, GAMES and VIDEOS and delete the word RECORDS.

    The bottom two lines would read CDs, GAMES/MAGAZINES, VIDEOS.

    I seriously doubt the company will do this because of the expense of changing all the signs on their buildings and marketing material.

    http://www.halfpricebooks.com/

    The store sells these products as well as computer software, calendars, notebooks, and book related items.

    The video below gives you a good idea of its store and customer reactions:

    Extra 20% Off Everything Sale 

    Great Opening at Half Price Books 

     
     

    Background Information

    Billboard Goes Down. 

    Billboard Goes Up.

    Part 2: Compose a 500-word essay comparing and contrasting modern advertising methods with traditional methods (read attached article “Modern Advertising Methods”). Focus on how advertising has changed and/or stayed the same. Post this essay in your blog by Thursday, July 22 at 5 p.m.

    Read Full Post | Make a Comment ( 1 so far )

    Discussion #2: Recent Dallas Police Issues

    Posted on July 17, 2010. Filed under: Communications, Digital Communication, Issues, Law, Mass Media, News, Newspapers, Politics, Print Media, Radio, Society, Television, Uncategorized, Web | Tags: , |

    Whether you live in Dallas or not, you have probably heard the recent news coverage of the new Dallas Police Chief’s son was shot and killed after killing an officer and another man while under the influence of drugs and alcohol. To add salt to the wound, a police escort (usually reserved for officers who have fallen in the line of duty) was issued to help with the funeral procession of the chief’s son. Investigations are currently underway, but this “scandal” has been well-publicized in the media.

    Read some of the following articles:
    How do you think the police department and chief responded to the issue?
     
    What could they have done better, if anything?
     
    Respond by Monday, July 19 at 5 p.m.

    After apparentlly taking some drugs and alcohol, David Brown Jr. murdered a Lancaster police officer and another person, before being killed by police officers.

    David Brown Jr. was the son of  Dallas Chief of Police, David Brown.

    Given the circumstances, I thought Chief Brown’s remarks were entirely appropriate as did those attending the meeting where he gave them.

    The Dallas Chief of Police, David Brown, did not request a police motorcycle escort for his son,  David Brown Jr.’s, funeral procession.

    The Dallas Police Chief responded well and correctly to the situation.

    Apparently their was a car accident that was slowing up traffic in the neighborhood where the funeral procession was going through.

    Deputy Chief Bernal reassigned some motorcycle officers to expedite the  funeral car procession going through the area to the cemetary.

    Deputy Chief Bernal and the Dallas Police Department should have promptly issued a written statement about why a police escort was necessary and that Chief Brown had not requested a police escort.

    The initial impression given when I heard the story on the radio was that someone in the Dallas Police force either the Chief or Deputy Chief had ordered a police motorcycle escort for his son’s funeral procession.

    This would be entirely inappropriate if that was what happened.

    No mention was made of the car accident in the area that was slowing the traffic flow along the funeral procession.

     

    Background Information

    http://www.youtube.com/watch?v=Hgz9v0TbE5w&hl=en_US&fs=1

    Outrage Over Police Escort for Cop Killer’s Funeral

    http://www.youtube.com/watch?v=oQAeu8VTI-U&hl=en_US&fs=1

    Police Escort for Cop Killer’s Funeral?

    http://www.youtube.com/watch?v=VhqKJ4IdUFU&hl=en_US&fs=1

     

    Law firm hired to probe Dallas police escort at funeral of man who killed cop

    “…The City of Dallas has hired a law firm from Houston to look into the circumstances surrounding a police escort at the funeral of a cop killer.

    Bracewell & Giuliani LLP has been asked to determine if department rules were violated when motorcycle officers were called to escort the funeral procession of David Brown Jr. last Friday.

    Investigators say Brown killed Lancaster police Officer Craig Shaw and one other man on Father’s Day. Brown was the son of Dallas police Chief David Brown.

    Several associations representing Dallas officers have criticized the decision by senior department officials to authorize the motorcycle escort.

    There was no word on how much the independent investigation will cost. …”

    http://www.wfaa.com/news/crime/Law-firm-hired-to-probe-police-escort-at-funeral-of-Dallas-chiefs-son-97436884.html

    Read Full Post | Make a Comment ( None so far )

    Unit 2 Advertising–History of Advertising

    Posted on July 16, 2010. Filed under: Advertising, Communications, Ethics, Issues, Law, Magazines, Mass Media, Newspapers, Politics, Print Media, Radio, Regulations, Television, Web | Tags: , , , , , |

    Unit 2 Advertising_ History of Advertising .ContentGo to the following link and answer the questions in your Assignment Blog

    Title: Unit 2_ Assign 1

    A Brief History of Advertising:
    A. Go to the following link and read through the brief history of advertising.

    http://historymatters.gmu.edu/mse/ads/intro.html

    -Complete the quiz “Match the Ad to its Purpose.”

    -Answer the following questions in your blog:
     

    1. What three devices did Benjamin Franklin use in his publication the Pennsylvania Gazette to reach out to readers?
    The three device that Benjamin Franklin used in his Pennsylvania Gazette to reach out to reader were headlines, illustrations, and advertising placed next to editorial material. 

    Franklin also published stories on politics, political cartoons to illustrate these stories, the community’s weather and current events, foreign affairs,  and under Pennsylvania Gazette header used the tagline–“Containing the freshest Advices Foreign and Demestick”.

     

    Background Information

    History of Advertising 2/9

     

    “…This political cartoon (attributed to Benjamin Franklin) originally appeared during the French and Indian War, but was recycled to encourage the American colonies to unite against British rule. From The Pennsylvania gazette, 9 May 1754. Abbreviations used: South Carolina, North Carolina, Virginia, Maryland, Pennsylvania, New Jersey, New York, and New England. This is a somewhat odd division: New England was four colonies, and Delaware and Georgia are missing …”

    http://en.wikipedia.org/wiki/File:Benjamin_Franklin_-_Join_or_Die.jpg

    http://www.earlyamerica.com/earlyamerica/past/past.html

     

    “…Selections, 1730-1743

    In 1750 in New England, almost 70 percent of white men and 45 percent of white women could read; in the southern colonies, about 50-60 percent of men and 40 percent of women. With a literacy rate greater than Britain, the colonies by mid century hosted more newspapers than the mother country.1 A sample of this expansive output is this collection of brief items from Benjamin Franklin’s newspaper, The Pennsylvania Gazette, “containing the freshest Advices Foreign and Domestick.” Together they offer a window into life in the middle colonies in the mid 1700s: fire, earthquake, weather extremes, smallpox, the revival tour of Rev. George Whitefield, the king’s birthday, the mayor’s feast for the city’s citizens, fundraising for a “Negro school,” return of a castaway, the birth of triplets, the exhibition of a live camel from Arabia, a fraudulent marriage, spousal abuse, a false charge of rape, the murder of an enslaved boy, death by alcohol, a hunting accident, robberies, obituaries, advertisements, and Franklin’s announcement of his editorial policy. …”

    http://nationalhumanitiescenter.org/pds/becomingamer/ideas/text5/pennsylvaniagazette.pdf

    Benjamin Franklin

    “…Franklin’s Pennsylvania Gazette provided information about politics to the people. Ben Franklin used political cartoons to illustrate news stories and to heighten reader appeal. The May 9, 1754 issue included Join, or Die, which is widely considered the first American political cartoon. Devised by Franklin, the cartoon reflected concern about increasing French pressure along the western frontier of the colonies.

    Statesmen

    To protest the Stamp Act provisions, which required newspapers be printed on imported, stamped paper, Franklin had the November 7, 1765 edition of the Pennsylvania Gazette printed without date, number, masthead, or imprint. In doing so, he highlighted the impact of royal policies on colonial freedom and exerted colonists’ autonomy.

    http://inventors.about.com/od/fstartinventions/a/Franklin.htm

    2. What does the article say was a particularly disturbing form of advertisements in the 18th and 19th century?

    A disturbing form of advertisement were notices of slave sales or appeals for the capture of escaped or runaway slaves with  rewards for their return. (see photos below)

    Background Information

    Collecting 19th Century Authentic Newspapers

    Rare News  Papers

    http://rarenewspapers.com/

     

    3. How did mass production of goods in the 1880’s affect advertising revenues and methods?

    The mass production of goods in the 1880s such as canned food, soap, and cigarettes in great quantities required these businesses to first find buyers and second persuade the buyers to purchase their products.

    In addition to the manufactures of mass produced goods, other businesses such as large retail department stores in rapidly growing cities turned to advertising to sell their goods.

    As a result the total advertising volume increased from $200 million dollars in 1880 to nearly $3 billion in 1920.

    Advertising agencies that before 1880 primarily sold advertising space in local newspapers and a limited number of magazines, expanded their service for national advertisers by designing copy and artwork and positioning the advertisements to attract buyer attention. Advertising agencies and their employees sought legitimacy and public approval with many in the advertising business dissociating themselves from the fraud and swindles of the patent medicine peddlers.

    Background Information

    History of Advertising 3/9

    4. What character, introduced in 1955, changed one cigarette company’s target and launched the company into becoming the best-selling brand? What changed?

    Marlboro cigarettes were originally targeted for woman as being “Mild as May”.

    In 1955 the  Philip Morris & Co. targeted the Marlboro brand of cigarettes at men in the  ”Tatooed Man'” campaign.

    The character was became known as The Marlboro Man.

    The target of the advertising campaign changed from women to men.

    In 1955 a number of medical research studies found that cigarettes may cause lung cancer.

    In response to this, a number of cigarette companies added filters to their cigarettes.

    Philip Morris used this opportunity to expand its customer base by adding men who were concerned about cancer by switching them to the Marlboro brand whose tobacco flavor was mild but now also had a filter and came in a flip top box.:

    “Man-sized taste of honest tobacco comes full through. Smooth-drawing filter feels right in your mouth. Works fine but doesn’t get in the way. Modern Flip-top box keeps every cigarette firm and fresh until you smoke it.” –

    ~Phillip Morris Marlboro Advertisement

    Background Information

    The Marlboro Man

    History of Advertising 1/9

     

     

    The Marlboro Man

    “…The Marlboro Man is a figure used in tobacco advertising campaign for Marlboro cigarettes. In the United States, where the campaign originated, it was used from 1954 to 1999. The Marlboro Man was first conceived by Leo Burnett in 1954. The image involves a rugged cowboy or cowboys, in nature with only a cigarette. The ads were originally conceived as a way to popularize filtered cigarettes, which at the time were considered feminine.

    The Marlboro advertising campaign, created by Leo Burnett Worldwide, is said to be one of the most brilliant ad campaigns of all time. It transformed a feminine campaign, with the slogan “Mild as May”, into one that was masculine, in a matter of months. Although there were many Marlboro Men, the cowboy proved to be the most popular. This led to the “Marlboro Cowboy” and “Marlboro Country” campaigns.[1] …”

     

    The Marlboro Man Meets the Surgeon General

    “…Philip Morris saw its chance to reintroduce Marlboro in the early fifties when the first studies linking cigarette smoking to lung cancer were released. Consumers began feeling mislead by the established brands and dropped their old allegiances. They were willing to try other brands but were unable to break away from smoking completely, due to what would later be attributed to nicotine addiction. Disillusioned consumers turned to Marlboros, the new “safer” filtered brand. Ross B. Millhiser, president of Philip Morris in 1968, looked back on Marlboro’s window of opportunity and explained that “the filter revolution caused more switching than all the cigarette manufacturers with all their money could have induced.”(White 121) Unfortunately for Marlboro, formerly known to be “Mild as May”, the new filters were considered effiminate. The dilemma would be to appeal to the attitudes of an old group of customers with a new concern, addicted men who feared lung cancer.

    Philip Morris took the challenge to a midwestern agency, the Leo Burnett Company of Chicago, and reintroduced Marlboro to the nation in 1955 with the “Tattooed Man” campaign. Joseph Cullman, then president and chief executive officer of Philip Morris Inc., explained, “We felt that West of the Alleghanies we could secure a better understanding and feel of grass-roots America and what it wanted in a cigarette.”(Esquire 8/60 146) The resulting campaign assured buyers, with television commercials and printed pages, that “You get a lot to like with Marlboro, filter, flavor, flip- top box.” The image of the “new Marlboro smoker as a lean, relaxed outdoorsman–a cattle rancher, a Navy officer, a flyer–whose tattooed wrist suggested a romantic past, a man who had once worked with his hands, who knew the score, who merited respect,”(Esquire 6/60 146) proved that there was nothing sissy or feminine about these filtered cigarettes. The first advertisements spoke directly to the masculine audience suggesting in a descriptive paragraph that they try “old fashioned flavor in a new way to smoke.” They reassured men that the filter did not change Marlboro quality and the

        Man-sized taste of honest tobacco comes full through.  Smooth-
         drawing filter feels right in your mouth.  Works fine but doesn’t
         get in the way.  Modern Flip-top box keeps every cigarette firm
         and fresh until you smoke it. (Made in Richmond, Virginia, from
         a new Marlboro Recipe)  …”

     

    “…Philip Morris, with the Marlboro cowboy, has capitalized on what the cigarette advertising industry realized as an unique quality in its products. “The physical characteristics of the standard brands are nearly identical and their individual demands are highly elastic, yet despite close similarity, consumers are not indifferent to the choice of brands but show enduring loyalties based upon very slight physical differences or upon irrational grounds.”(Tennant 163). The irrational appeal of the strong individual is bolstered by the strong geometric design of the red, white and black-lettered flip-top package. It was designed by Frank Gianininoto in 1954 and carefully tested through consumer surveys by Elmo Roper&Associates and the Color Research Institute.(Advertising Age 11/9/88) When displayed on open cigar counters consumer reaction was gauged on hidden cameras as their eyes settled on the bright packaging(Esquire 6/60). Like a cowboy’s holster for his favorite gun the packaging makes a statement. It is estimated that the average smoker removes his or her cigarettes 20-25 times a day. In 1987, Thirty-two years after the box was designed, Forbes magazine(2/9/87) polled smokers and offered them Marlboro cigarettes unaltered except in a generic brown box and at half price. Only 21% were interested. The public embraced the red box as a symbol of membership to the club that recognized the Marlboro Man as their spokes-person. A 1959 ad showed the Flip-top box as a unifying element “From the Klondike to Key West…. Every man is a ‘Marlboro Man’ once he discovers that Marlboro is for real smoking.” [Image 3]. The box is a carrying card available to everyone. It is visable proof of participation in or appreciation for a certain idealized way of life that not many actually get to experience. Consumers carrying the box were now investing themselves and their reputation in the positive image of the Marlboro Man. …”

    http://xroads.virginia.edu/~class/marlboro/mman3.html

    Marlboro Cigarettes

    “…Since Marlboro filtered cigarettes were previously oriented mainly to the female smoking audience, Phillip Morris decided to extend the range of customers, touching the group of addicted male smokers who were afraid of acquiring lung cancer. Therefore advertising strategies were completely revised.

    As a result the “Tattooed Man” campaign got under way in 1955. The new advertisements popularized the image of rugged men (a cattle rancher, a Navy officer, a flyer), – “whose tattooed wrist suggested a romantic past, a man who had once worked with his hands, who knew the score, who merited respect”. The new Marlboro smokers were portrayed smoking while performing manly tasks. “Man-sized taste of honest tobacco comes full through. Smooth-drawing filter feels right in your mouth. Works fine but doesn’t get in the way. Modern Flip-top box keeps every cigarette firm and fresh until you smoke it.” – Phillip Morris Marlboro Advertisement.

    The campaign proved that there was nothing feminine about the filtered cigarettes and tripled sales by 1957. In 1954, the cowboy image was introduced and became the most popular Marlboro advertisement character ever. By 1963, the Marlboro cowboy became the only character in the marketing of Marlboro cigarettes. The geometric design of the red, white and black-lettered flip-top Marlboro package boosted the appeal of a strong independent individual.

    By 1972, Marlboro cigarettes had become the most popular world-wide and have stayed that way for majority of years that have followed. By 1992, Financial World ranked Marlboro the world’s No. 1 most valuable brand, with a market worth of $32 billion. Currently, Philip Morris’ tobacco brands are in 180 markets, have a 38% market share in the US, are the top-selling cigarettes in the world, and the tenth-most valuable product brands overall.

    http://www.cigoutlet.net/cigarettes/marlboro-cigarettes.html

    Trivia: Marlboro Was a Woman’s Cigarette

    “…Filtered cigarettes were considered feminine as reflected by Marlboro’s original slogan “Mild as May.” In the 1930s, Marlboro even changed the cigarette tips from ivory to red so they wouldn’t smear ladies’ lipstick.

    In 1955 Philip Morris & Co. tried to change Marlboro’s feminine image with the “Tattooed Man” campaign, where a rugged cattle rancher, a Navy officer, and a flyer (all with muscular, tattooed hands) were shown holding a cigarette. Supposedly the tattoo was suggestive of “romantic past.” Later, ad genius Leo Burnett used the image of a cowboy to prove that the cigarettes weren’t for sissies, and thus “The Marlboro Man” was born. ..”

    Marlboro

    “…Marlboro (US: /ˈmɑrb(ə)roʊ/[1]) is the largest selling brand of cigarettes in the world. It is made by Philip Morris USA (a branch of Altria) within the US, and by Philip Morris International (now separate from Altria) outside the US. It is famous for its billboard advertisements and magazine ads of the Marlboro Man.

    The brand is named after Great Marlborough Street, the location of its original London Factory. Richmond, Virginia is now the location of the largest Marlboro cigarette manufacturing plant.

    Philip Morris, a London-based cigarette manufacturer, created a New York subsidiary in 1902 to sell several of its cigarette brands, including Marlboro. By 1924 they were advertising Marlboro as a woman’s cigarette based on the slogan “Mild As May”.

    The brand was sold in this capacity until World War II when the brand faltered and was temporarily removed from the market. At the end of the war, three brands emerged that would establish firm holds on the cigarette market: Camel, Lucky Strike, and Chesterfield. These brands were supplied to US soldiers during the war, creating an instant market upon their return.

    During the 1950s Reader’s Digest magazine published a series of articles that linked smoking with lung and other cancers. Philip Morris, and the other cigarette companies took notice and each began to market filtered cigarettes.[citation needed] The new Marlboro with a filtered end was launched in 1955. In the early 1960s Philip Morris invented “Marlboro Country” and distilled their manly imagery into the rugged cowboys known as the “Marlboro Men”. The famous slogan used on radio and television during the mid-’60s was, “Come to where the flavor is…come to MARLBORO COUNTRY”, backed by Elmer Bernstein’s theme from The Magnificent Seven.

    In the USA, in order to comply with new regulations prescribed by the Food and Drug Administration, Marlboro had until June 22, 2010 to rebrand tobacco products marketed as “Lights”, “Ultra-Lights”, “Medium”, “Mild”, or any similar designation that yields an impression that some tobacco products are comparatively safe. Similar restrictions were applied in the European Union some years ago. …”

    http://en.wikipedia.org/wiki/Marlboro_(cigarette)

    Now visit this link and answer these questions in your Blog:
    http://adage.com/century/timeline/index.html

    1. What newspaper printed the first known advertisement?

    In 1702 The Boston News-Letter’s printed the first known advertisement in the United States.

    2. What magazine was the first magazine to carry $100 million annually in advertising?

    Life magazine was the first magazine to carry $100 million annually in advertising.

    3. What year did Congress prohibit broadcast advertising of cigarettes?

    In 1971 Congress prohibited broadcast advertising of cigarettes.

    4. What was The Associated Advertising Clubs of America?

    In 1904 a group of advertising agencies, advertiser and media representatives formed The Associated Advertising Clubs of America.
    Assignment 1 is due Monday, July 19 at 5 p.m.

    Read Full Post | Make a Comment ( 1 so far )

    « Previous Entries

    Liked it here?
    Why not try sites on the blogroll...