Archive for July 20th, 2010
Unit 2 Part 2 Platforms of Advertising
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.carbonite.com/comktg/signup.aspx?lp=57&sourcetag=Bennett_Banner1&cmpid=RA_Bennett_Banner1
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.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:
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
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 )
Pronk Papers 