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Advertisement Management - Reflective Folio

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Gary Chuang

on 13 May 2013

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Transcript of Advertisement Management - Reflective Folio

Che Chiang (Gary) Chuang Advertising Management @garyccchuang chechiangchuang@gmail.com Stage 1 Controversial advertisements • This is an advertisement for “Nike: Victory” Campaign featuring Tiger Woods
• The advertisements were put on Nike’s Facebook and Twitter page
• It is to celebrate Tiger Woods rising again to No. 1 in the world
• The message is that Tiger Woods rose to No. 1 due to Nike’s sportswear and support
• The intended audience for this advertisement would be anyone who follows Nike’s Facebook and Twitter page, Tiger Woods’ fans, golf enthusiasts
• Main purpose of this advertisement is to attain brand retention/recall/re-discussion
• The quotation “Winning Takes Care Of Everything.” is what made this advertisement controversial. The quote is Tiger Woods’ response when asked about his ranking and other such golf-related matters. In context it seems perfectly acceptable
• However, not long ago Tiger Woods had a series of infidelity scandal and a failed marriage
• Referring back to the quotation, it is implying to the wide public that you can get by anything when you are winning
• But winning does not take care of everything, people will not forget what he did
• Nike is known for its typical shock advertising, it grabs people’s attention and it goes viral
• Nike took down the advertisements due to numerous negativity towards Nike which affected the brand’s image
• It was just a bad tagline at a wrong time • This advertisement is by Belvedere showing a man hugging/harassing a woman in shock from behind
• It was an online campaign, posted on Belvedere’s Twitter page
• The picture is black and white, with texts that is in blue and white which is the same Belvedere's bottle's design
• The target audience would be Belvedere’s Twitter followers, vodka drinkers, male and female adults from the age of 18 to late 30s, middle to upper class
• Main purpose of this advertisement is to remind the audience that their vodka is still the smoothest to down amongst its competitors.
• However the picture (a woman struggling to get out of the man’s arms) along with the tagline “Unlike some people, Belvedere always goes down smoothly”
• It conveys abusive behavior such as date-rape and the worst thing is, it is subliminally encouraging such behavior to the public with the man smiling
• It received immediate and severe backlash once it was published: many deemed the advertisement as disgusting and threatened to boycott the liquor• Belvedere immediately posted an apology letter to the public.
• They even donated to RAINN (Rape, Abuse and Incest National Network), an anti-sexual abuse non-profit organization.
• Fun Fact* the woman from this advertisement filed a lawsuit against Belvedere’s parent company Moet Hennessy, claiming the image was used without her consent and it has caused emotional distress as the advertisement was so offensive. Belvedere suffering a hangover from the advertisement. click the video Stage 2: • This is a campaign by a group of Russian entrepreneurs
• It was a publicity stunt, on a beach at Golubitskaya, on the sea of Azoz
• The donkey was attached by a parachute pulled by a speedboat and was in the skies as a result of an impromptu advertising campaign
• The purpose of this stunt, was to attract beachgoers to indulge the thrill of parasailing at the privately owned beach
• The target audience would be of all ages who goes to the beach regardless of gender
• The stunt worked, it made headlines worldwide but for the wrong reason
• Outrage soon ensued, polices were tracking down the businessmen behind this stunt to charge them for animal cruelty • Fun Fact* The Sun (A British tabloid) hopped on the bandwagon of this stunt and went on to buy the donkey that was parachuted. In hopes of positive publicity for The Sun, and promised a luxurious farm with fresh fruits and massages daily. However they bought the wrong donkey. • This is a pro-bono charity campaign from Australian Childhood Foundation (ACF) created by JWT Agency
• A child sized mannequins hidden by wall posters were placed in different locations and busy streets all over Australia.
• They used Ambient Advertising
• Only legs and feet of the mannequins were left visible, depicting poignant reality of busy life where children continue to be neglected by society
• The message on the poster “Neglected Children are made to feel invisible” and the hidden child figure is what grabbed the attention of the public. And when the mannequin was ripped out of the poster, a second message was revealed: “Thank you for seeing me”
• The target audiences are for everyone that passed by regardless of age, sex. But mainly for adults
• The main purpose of this campaign is to raise awareness of Child Neglect, it is child abuse and it’s the role of adults to learn how to notice and report child abuse.
• This campaign has a different kind of controversy. It was at the edge to give rise a public disagreement with the child figure being trapped behind a poster (complaints were made and some pass-bys even called the police to check on the child)
• But, after all this campaign is for a good cause and it received far more positive words about it. Days after the campaign, ACF had been receiving media attention nationwide, (television requests, talk shows, interviews, radios)
• Mission Accomplished: it actually did what the campaign should do, to raise awareness of the problem and the foundation itself
• Do you even spot neglect child? http://www.childhood.org.au/ now you do click the video • Have A Good Day :). http://www.adweek.com/adfreak/nikes-new-tiger-woods-ad-says-more-about-us-him-148172 http://www.dailymail.co.uk/news/article-2120017/Belvedere-Vodka-advert-leaves-brand-grovelling-rape-suggestion.html Direct Response It is a type of marketing strategy designed to generate immediate response from consumers to purchase a product. The goal of this strategy is to remind customers and prospects about brand as well as the products and services. Retail It is the sale of goods and services from individuals or businesses to the consumers. Retailing can be done in either fixed locations such as stores, door-to-door or by delivery. With the advancement of technology and Internet, Internet Retail Stores has been really popular which makes delivery retailing a popular method. B2B Global Not For Profit Branding TriAdalean, targeting women and weight loss is making the rounds in the USA Weekend, the National Enquirer, The Globe and Parade.
“If you’re having a hard time finding a box of TriAdalean diet pills at your local CVS or GNC, you’re not alone.
This controversial, high-powered diet pill is selling out even before it hits the shelf. Some waiting lists are more than two weeks long with women outnumbering men by about twenty to one.” (2011). Weight loss products & services (emerging industry overview). doi: Gale Emerging Industry Overviews [During the early 2000s, a very sizable market existed for weight loss products and services and showed no signs of faltering] Objective: Become the market leader
Forecasts that the market will be very sizable How: Hyped the product before the release
No matter where their product appears in
Any PR is Good PR for such product "The images in our advertising were designed to be a visual representation of a well-known phrase," a spokeswoman says. "During the production of the campaign, we researched the use of this expression in popular culture and social media and were satisfied that it is both commonplace and invariably used in a playful, inoffensive manner, which was in keeping with the tongue-in-cheek spirit in which we intended our campaign to be taken." http://www.infomarketingblog.com/triadalean-diet-pill/ http://www.adweek.com/adfreak/harvey-nichols-ads-advise-against-wetting-oneself-over-sale-141003 [strong positive relationships were found between a humorous advertisement and memory of advertised brand and attitude towards the advertisement. Further, it was found that those positive relationships were much stronger within low involvement products than within high involvement products.] Chung, H., & Zhao, X. (2003). Humour effect on memory and attitude: moderating role of product involvement. International Journal of Advertising:, 22(1), Business to business (B2B) is commerce between businesses and businesses such as retailers buying from manufacturers, restaurants buying from markets. It usually involves the purchase of sub components, raw materials or finished goods at a cheaper price. It is marketing a brand or product at a global scale. Marketing activities and strategies employed by a nonprofit organization that are designed to spread the message of the organization, as well as to solicit donations and call for volunteers. And profit generation is not their prime corporate objective. Objective: Brand retention
Brand recall
Achieve sales via humor How: Researched the use of the expression "Try to contain your excitement"
It catches people's attention with the wet area Result: Inoffensive, playful
Sales increased Web-hosting service GoDaddy.com's Super Bowl commercial -- in which Israeli supermodel Bar Refaeli kisses deeply, lengthily and quite audibly, a curly headed nerd-type named "Walter" (actually a busy TV and film actor named Jesse Heiman) -- has managed against all odds to crisscross cultural divides and effectively gross out an entire nation. http://www.hollywoodreporter.com/live-feed/bar-refaelis-godaddy-super-bowl-417805 [This is an evolution in celebrity endorsement that is tying celebrity, brand and fan together as never before. The brand now asks endorsers to put their time and reputation on the line in ways legacy endorsement ads never have. Celebrities have a whole new way to communicate with fans and fans can see a different side to their star.] Yelin, H., & Kinnear, K. (2012). celebrity endorsement: Socialise the endorsement. Admap, Objective: Brand retention
Brand recall
Get people talking about GoDaddy How: Celebrity endorsement
Sexual
Reputation on the line Result: 11% of social media response to the ad deemed "positive."
16% of Twitter reaction to the ad deemed "positive."
290,000 total reactions to "Perfect Date" on Twitter. GoDaddy sells website domain to businesses Harvey Nichols is a retail store based in London
'Thin and beautiful' customers ONLY: How Abercrombie & Fitch doesn't want 'larger people' shopping in its stores. 'That’s why we hire good-looking people in our stores. Because good-looking people attract other good-looking people, and we want to market to cool, good-looking people. We don’t market to anyone other than that.' http://www.dailymail.co.uk/femail/article-2320868/Thin-beautiful-customers-ONLY-How-Abercrombie--Fitch-doesnt-want-larger-people-shopping-stores.html [Commerce players have a compelling economic incentive to retain customers, because it is more expensive to acquire new customers than it is to retain existing ones. While companies have used a multitude of tactics to foster loyal relationships, special loyalty programs have experienced exceptional growth in the United States. While effective in driving transactions, these programs are often costly and inefficient. Consumers, in most cases, remain loyal when companies meet their needs and expectations, changing allegiance only when they experience a disappointment or they believe a superior alternative exists.] Dwyer, P. (2000). Targeting customers. ESMOR: Impact of Networking, Objective: Brand distinction
Specialized targeting
Loyal customers
Customers re-buy How: Hiring good-looking people to attract other good-looking people in A&F store all over the world.
Muscular males, stunning females
Topless male models in front of the store, Bikini female models in front of the store Result: It has become a phenomenal
It has symbolized Abercrombie & Fitch
It also creates hype
Some customers go to A&F just for the models, which stimulates purchases once they are in the store As an activist non-profit, PETA doesn’t have to worry much about making people angry, and they often thrive on it. Whether it’s using sex, graphic images or exploiting tragic news events, it’s all meant to grab your attention — by any means necessary. This campaign is for "I Would Rather Go Naked Than Wear Fur" http://au.businessinsider.com/peta-shocking-controversial-ads-2011-10?op=1#peta-often-gets-celebs-to-pose-nude-but-this-ad-featuring-joanna-krupa-with-a-crucifix-hit-a-nerve-the-catholic-church-was-outraged-1 [Graphic sexual appeals grab attention but the advertising literature suggests that these messages are far from a “magic bullet.”] Reichert, T., LaTour, M. S., & Ford, J. B. (2011). the naked truth: Revealing the affinity for graphic sexual appeals in advertising. Journal of Advertising Research, 51(2), Objective: Brand Awareness
Build Awareness How: Sex Sells
Attention grabbing
Controversial Result: Got people discussing about this advertisement
Negative publicity - Mixes religion with sex
But any publicity is good publicity in a way
PETA is not affected by the negativity A brand is a "Name, term, design, symbol, or any other feature that identifies one seller's good or service as distinct from those of other sellers." Brand Retail Direct Response B2B Global Not for Profit When you need a helping hand, count on the savings of that Coles big red hand - down and down and down they go. http://www.heraldsun.com.au/news/national/coles-bags-status-quo-for-latest-ad-campaign/story-fndo48ca-1226423719650 [Price-cutting is almost entirely a matter of perception since there are no fixed prices to cut. And in this respect the retailers emulate Humpty-Dumpty: 'When I use a word,' said the egg, in a rather scornful tone, 'it means just what I choose it to mean neither more nor less.] (2003). Between the lines: Supermarket price wars - consumer benefit or promotional prestidigitation?. Admap, (436), Result: Product sold out before it hits the shelf
Waiting list
Regardless of the controversial
Diet Pills are easy to market Objective: To gain market share
Become market leader
To stay in competition How: Price Cut
Jingle = "Down down down"
Celebrity endorsement
Emphasizes on the Price going down Result: The tune is catchy
Once down, forever down
Reminds consumers to shop at Coles rather than Woolies Reflective Folio Stage 3 The Good: ACF As an activist non-profit, PETA doesn’t have to worry much about making people angry, and they often thrive on it. Whether it’s using sex, graphic images or exploiting tragic news events, it’s all meant to grab your attention — by any means necessary. This campaign is for "I Would Rather Go Naked Than Wear Fur" Being a not-for-profit organisation without sufficient financial backing, the agency had to think of a campaign that is outside the box without having the cost skyrocket off the roof. Ambient advertising was the obvious choice being it cheap and effective if use the right strategy. And also with the help of technology, if a pedestrian passes by something interesting/creative they will automatically grab their phone out and take pictures or videos of it (it’s becoming a human nature now). Attention: The target market was for anyone but mainly for adults and having the posters on busy streets of CBD all over Australia. There was a high exposure rate during peak hours (pedestrians, drivers, public transport riders) all of them can see the advertisement. It was unique and eye-catching since you don’t see these kinds of things in your everyday life.
Awareness: People were aware of this advertisement, be it walking pass the poster, seeing it on Youtube. It went viral in just a day. ACF was asked for interviews after the campaign.
Understanding: The message was straight forward, "Neglected children are made to feel invisible". With the help of the child mannequin the message got stronger as it depicts a child being trapped and having the mannequin stretching the poster out it gives an image of the child asking for help. The message was well received by the target audience.
Persuasion: Using fear and sympathy assisted in getting the message through. It raised awareness of the problem and people can easily solve the problem.
Locking Power: The logo was on the poster, and it can be seen crystal clear even from afar.
Evaluation: This campaign was done in perfection. It was a relatively low budget campaign yet it had maximized the effectiveness (in terms of getting the message through, raising awareness of the problem). And the kind message of “Thank you for seeing me” was a powerful ending for this campaign. It makes people feel accomplished, and it makes people think that it is very easy to spot a neglect child. I give it a 9/10. If only they had a follow up campaign, to strengthen the message. Stage 3 The Bad: PETA PETA is also a not-for-profit organisation however they have a large amount of financial backing (being able to get celebrity ambassadors and endorsements) and it is a globally known organisation. They are notorious for its shocking and explicit advertisements, recently planning to launch a Porn site featuring both sexual content and graphic footage of animal abuse. The spokesperson of PETA explained, “Our racier actions are sometimes a way to get people to sit up and pay attention to the plight of animals”. This advertisement does appeal to the audience to a certain extent but mixing sexual content with religion just crossed the line. It has become too offensive in a way that it is objectifying women (as they use women for their advertisements for sexual appeal purposes). Thus PETA’s advertisements often becomes a double-edged sword, if it is successful it grabs the attention of supporters and even new followers and it also gets the message through. If it is not successful, it alienates potential new followers and the message gets lost in the middle of the noises. Attention: Again since this is a not-for-profit organisation’s advertisement, the target audience would be for everyone to raise awareness of animal cruelty. It does grab people's attention at first glance (sex sells) but it was sending mix signals and messages.
Awareness: People were aware of this campaign, but it does not gain that much interest.
Understanding: There is a distortion of message and the message was unclear to the general public. Was it necessary to have a naked woman with a crucifix and a halo? Is the message “go naked and you’ll become an angel?”, “I would rather go naked than wear fur?” The message here is not well defined and it will lose their target audience. And it is ironic having a saint naked.
Persuasion: Attitude towards the advertisement was either extremely positive (if you are a guy) or extremely negative.
Locking Power: Recognition of the advertisements would remind the audience of naked women rather than PETA's message nor PETA.
Evaluation: This campaign has the right idea of “I would rather go naked than wear fur” having naked women in their advertisement to make the statement bold. But mixing religion into their campaign, it lowers their quality since it will evoke negativity towards PETA. However sex do always sell nowadays so PETA is at the right path. I would give it a 6/10 for this advertisement as the message was unclear and it is easily lost in the middle of medians. *click to enlarge advertisement
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