BP Promotes Gulf Tourism?

http://youtu.be/tO2i_mMZfz4

BP has launched a new commercial that is promoting gulf tourism during the winter season. I find this interesting as we all know that BP is notorious for the oil spill and the awkward message from the CEO during their crisis communications efforts was criticized nationwide.

This commercial caught me off gaurd as I was half-heartedly listening to it and thought it was another tourism ad for Alabama. However, upon hearing about the competing states such as Florida and Louisiana, I decided to listen to the rest of the commercial to discover that it was a message from BP.

I think it is interesting as BP is trying to enhance their image by promoting tourism for the gulf states. This message may go over poorly in the affected areas, but it is a decent effort by the communications team for BP.

Continuing the Spirit of Giving

The key to successful strategic philanthropy is making it strategic. A non-profit has collaborated with a for-profit that provides a winning strategy for all. The Women’s Foundation for a Greater Memphis was looking for a way to say thank you to its donors. They came up with the idea to load a Kroger gift card with five dollars. The strategic part being, when the donor goes grocery shopping, they load the $5 gift card with their grocery money, and after paying for the groceries with the card, Kroger donates 5 percent of the total amount spent to the foundation. Thus, each time the donor grocery shops, they are giving to the foundation.

This strategy is highly effective for cause related marketing for both the for-profit and non-profit organizations. The for-profit benefits by aligning itself with a non-profit that the consumer cares about, while the non-profit aligns with a for-profit that helps them easily generate donations.

Typically, for-profits will give cash (which is a non-profit’s favorite type of gift), but this strategy is effective because it is a continual circle of giving that creates a positive relationship between the sectors and the consumer.

Click here to read the article, http://www.memphisdailynews.com/news/2011/nov/24/cause-marketing-fulfills-circle-of-giving/.

Advertising that matches Brand Messaging

Amnesty International has been known for its creative ad campaigns. This one is strikingly different as it ties the brand message to its advertising seamlessly.

The campaign illustrated the effects of human bondage by placing advertisements in iPad magazine apps. When a user is flipping through a digital magazine and comes to the Amnesty International ad, the screen bounces as if it won’t let the user through, but then after a few tries, it pops up with the message “Torture disappears only when one is doing something about it.”

It is important to match the brand’s message through various types of advertising. It is even better when you can convey the message in a way that makes users stop and think about your ad, and have a strong call to action at the end. This ad is a great example that demonstrates an effective way of using interactive media to communicate the brand’s message.

Location Based Ads: The Future of Advertising?

Location-based ad targeting is a growing trend in the advertising industry. These ads are sent to mobile users via text or Tweets as soon as an individual checks into a store or location using Facebook or Foursquare. LocalResponse is a new company that has received $5 million from venture capital investments, according to an article by AdWeek. The article discussed that there are two types of location-based ads, explicit and implicit. Explicit is when someone checks-in via Foursquare or Yelp, and implicit is when people tag photos when they are at different locations.

According to the article, LocalResponse has software that allows them to tweet replies to a user’s check-in with a link to that business’s site or an offer. They say this has received an average of 40 percent clickthrough rate. This trend will most likely increase during the holiday season as advertisers and businesses like Macy’s are using QR codes and location-based targeting to reach customers. If effective, this should increase sales significantly.

Another interesting use of location-based targeting was used by Verizon. When people would check-in at competing cellphone companies or post complaints about a company, Verizon would respond with a tweet offering $100 to switch services to Verizon. According to the article, this campaign generated a 135 percent clickthrough rate. Location-based ad targeting will likely increase in the next few years, but there may be issues of privacy. Not everyone enjoys the idea of people knowing exactly where you are and what you’re doing; however, there are those that have boarded the technology train that will empower this type of advertising.

To read a few articles about this topic visit:
http://www.adweek.com/news/technology/location-based-mobile-advertising-real-135758
http://www.adweek.com/news/advertising-branding/dreaming-mobile-christmas-136213

This article counters mobile advertising and says that social media marketing is the future:
http://www.adweek.com/news/technology/facebook-brand-exec-rip-traditional-marketing-136326

Interactive Print Ads

In honor of our print ads this week, here’s a look at what the futurture of print ads will be: interactive. We’ve all seen QR codes on everything from handouts to articles to coupons. Now, print ads are using them to provide a new interactive form of advertising to audiences.

Reporters Without Borders are using full page ads of dictators from Lybia, Iran and Russia with QR codes in the lower portion of the page. The ad does not contain any text or information, but only an outline for an individual to place their iPhone. Once you scan the ad and place it over the outline on the dictator’s mouth, the phone plays a message from Reporters Without Borders that talks about censorship in that country.

Reporters Without Borders has transformed the ad industry by providing inspiration to traditional brands so that they can develop ideas for themselves. Traditional ads will be able to go into more interactive means of advertising. Copy writing may become irrelevant as print ads will be able to talk, kind of like electronic tours replacing tour guides at museums. With talking print ads, copy space will be a thing of the past. As print ads use this newfound way of advertising, writing for the ear will become more important. Now, it's what you see and hear that will make print ads effective.

Visit this link to see the video and print ad: http://www.adweek.com/adfreak/10-great-magazine-ads-dont-just-sit-there-looking-pretty-132401

Social Media Advertising: "Content is Advertising is Content"

In class this week we’ve talked about social media and digital advertising trends. So it begs the question: Why do we pay people thousands of dollars to monitor Facebook pages and tweets? It’s simple: they are information gatherers that monitor Facebook pages and Tweets and look for information and trends. Every time you update your Facebook page or tweet something, that information is stored.

This information is useful to companies that use sites like tweeteazy.com and other keyword sites that post the top searches. By seeing who is posting or searching with certain keywords or terms, companies will know how to target people based on their age, sex, location, relationship status, education and interests. With this information, all that you’ve provided for free, companies can target ads specifically to you.

Facebook uses “Sponsored Stories” and “Sponsored” tabs that have ads that are generated based on location, your interests and your friends’ interest. With the prices being so cheap, companies are withdrawing advertising from traditional newspapers and allotting more of their ad budget to these ads. With these ads, anytime you or your friends like a restaurant or brand, you become a sponsored story: “Content is advertising is content.”

Advertisers have to look at new ways to get their message to different and younger target audiences. In order to stay competitive, you have to stay relevant.

Take a look at the links below to get more information about social media advertising.

http://www.adweek.com/news/advertising-branding/trends-social-media-advertising-135802

http://www.adweek.com/news/advertising-branding/trends-digital-advertising-135805

TV Ad: Aspen Heating & A/C Showroom

New ways to reach consumers

Foursquare and IBM are changing the current advertising landscape of contact points and how advertisements and sales promotions reach consumers. As part of its “Smarter Planet” campaign, IBM built a billboard that changes colors based on what those standing in front of it are wearing. The video didn’t address this, but I would imagine that it could eventually track the number of colors people wear and sell that information to retailers who would base inventory and color pallets on the frequency of color choices worn by consumers.

Furthermore, Foursquare, a service that allows users to “check in” to places and update their social media status, is developing software that will alert individuals when they are in proximity to other friends using Foursquare. The software, Radar, will take advertising to the next level by sending users an alert with a coupon when they are in proximity to a participating store. This will be a more targeted approach that will enhance sales and shopping experiences as traditional methods have consisted of randomly sending text messages to consumers. 

However, there is the ever-present argument of invasion of privacy. Some individuals may not be comfortable about a billboard tracking the color of their outfit or when they receive a specific alert when they are at a specific location. Then there are technology fanatics that understand the evolution of technology and are more than willing to participate in new trends.

http://www.adweek.com/adfreak/ibm-billboard-changes-color-based-your-clothing-135035
http://www.adweek.com/news/technology/are-location-based-ads-foursquares-radar-135746

TV Ads: Bridgestone v. BF Goodrich

Bridgestone gets it right in using humor to sell their product. The first ad depicts animals screaming as one is facing impending death, and the other critters are terrified as their friend is about to become road kill. The second ad depicts a situation that many of us have been in, wishing we could do the same as the actor in the commercial. I think the commercials are successful in terms of being memorable and demonstrating the product effectively.

In contrast, the BF Goodrich ad is presenting the brand as rugged and aggressive. If this is what the only goal they were going for, they did well. However, in connecting with the consumer, creating interest and being memorable, I think it fell short as I lost interest in the first 10 seconds. The commercial did use different camera shots to keep the ad moving, but it still showed the same truck for 30 seconds.

The Bridgestone commercials took a boring subject like tires and came up with a creative approach to showcase the product, all while keeping the audience interested.  Although I view the “Reply All” commercial as more of a joke than humorous, the animal one makes me laugh every time. This may be because of my sense of humor, or maybe because I’ve watched too many Disney movies and love talking animals.

"It is better to be truthful and good, than to not..."

Print Ad for the Reebok Easytone Campaign

Reebok has been ordered to pay $25 million in a settlement agreement with the FTC for using deceptive ads for the Easytone product line. The Easytone products are a line of running and tennis shoes that claimed to tone your muscles and give you a workout while you walked. A representative from Reebok released a statement saying, “In order to avoid a protracted legal battle, Reebok has chosen to settle with the FTC. Settling does not mean we agreed with the FTC's allegations; we do not."

However, the FTC found that Reebok did not have actual scientific data to support these claims and instead used "junk science." This ad is proof that people will check if you use numbers in advertising. If you have facts, you have to back them up, and they have to be repeatable. This is a harsh hit to the well-known Reebok brand that may damage the brand’s reputation, and cause other brands carrying similar products to reconsider their product line. 

The negative impact that Reebok has faced from this campaign may also damage the credibility of the celebrities that participated in the campaign. The Easytone campaign used well-known celebrities such as Eva Mendes and supermodel Helena Christensen. Typically, celebrities should have a belief in the product they are advertising and a basic knowledge of the product's strength and weaknesses.

http://www.nydailynews.com/lifestyle/health/2011/09/28/2011-09-28_reebok_must_pay_25_million_for_easytone_sneakers_based_on_junk_science_ftc.html?r=sports

Part of the Swipe File...

http://www.adweek.com/adfreak/25-epic-ads-pantene-chrysalis-93997

I thought this ad was very emotional and well written; however, I think it's a bit much for hair care products. Initially, I thought this would be an ad that is positioned like the Foundation for a Better Life ads... but, this was showcasing the girl's pretty hair, not her talent or any other element that is prominently displayed in the ad. It ranked as number one on the 25 Epic Ads that aren't Apple's 1984 list.

Additionally, as a violin player, your worst nightmare is to have your hair get in the way of your bow and strings... the sound that results from that is comparable to a cat being run over with a lawnmower.

Enjoy!

I'm not sure what the background information on this ad is, but if nothing else, it's a good way of motivating people. I saw this video when I was in a Kiwanis Club workshop that talked about how to get new members and how to motiave people to become more active members within the club... This got the message across.

Creative Ads: Guinness

Since we've been discussing creativity in ads this week, I thought that this ad would be appropriate. In 2007, Guinness launched the most expensive ad in the brand's 80 year marketing history. The "tipping point" ad cost 10 million euros, which equates to a little more than $13 million in American dollars. I think it is a bit excessive to spend over $1 million on any ad, especially when that kind of budget could be used to produce multiple ads. Furthermore, it exploits the advertising budgets and is only good for 90 seconds.

This commercial illustrates that simplicity and unexpectedness in advertising can create a "sticky" ad. The ad is sticky in the sense that this commercial stays in the consumer's mind after they have seen the ad. Arguably, this ad probably succeeded in the sense that it holds the viewer's attention and it is an ad that consumers would enjoy viewing again.

The AMV group based out of the UK undertook this massive project filming in Argentina. Digital enhancements were not used, except from inserting the Guinness logo as the commercial ends. The AMV group has only been in business for 14 years. AMV is also part of the BBDO network, which according to their website, is the third largest Agency network in the world. BBDO is consistently ranked in the Gunn Report (the major independent audit of creative achievement) as the most successful creative network in the world. BBDO is part of the Omnicom Group.

http://www.adweek.com/adfreak/25-most-epic-ads-arent-apples-1984-130551?page=2
http://www.amvbbdo.com/about/

Print Ads: “Concrete that’s tougher than you think.”

Because I work in an industrial field, I can appreciate Propex’s print ad for thinking outside the box to illustrate an uncommon product effectively. Propex is a concrete company that uses different types of reinforcements for cement. Fibermesh® is one of several concrete reinforcement fiber brands that is supposed to prevent cracks and strengthen the concrete…This may have limited appeal among a mass audience that only appreciates the humor of the ad. However, to the target audience of engineers, construction workers and trade workers, this message successfully communicates the product’s strength.

Additionally, the textbox within the ad explains the product, the product features and two locations where this material has been used; however, the only criticism I have for this ad is the fact that you have to zoom in about 150 percent before the text is legible. In physical print form, this may not be an issue, but the ad may be more effective in communicating what the product is if they made the text and contact information a little easier to see.

Making a successful print ad is challenging, as you have limited space to get your message, product, pictures and contact information in. However, I think this ad succeeded in terms of memorability and displaying the product in a unique way.

*Inside the textbox:

“If you’re not specifying Fibermesh ® fiber reinforcement for your concrete applications, consider this: nothing can reduce plastic shrinkage cracks, resist impact shattering and abrasion, or reduce water migration like Fibermesh ®. With 20 years and 20 billion square feet of concrete in every conceivable application from Disney World to O’Hare International Airport, you can be sure our fiber will work for whatever you’re working on.”

http://adsoftheworld.com/media/print/fibermesh_concrete_reinforcement_karate?size=_original
http://fibermesh.com/

Aspen Heating & Air Conditioning "Let it Snow" :30 Radio

Apen Heating & Air Conditioning “Let it Snow” :30 Radio

And the 2007 Radio Mercury Award Winner is....Subway

http://www.radiomercuryawards.com/rma2009/audiodetail.cfm?id=15

Since we are studying radio ads this week, I thought it'd be fitting to find a radio ad that was relatively unique and had an interesting spin. Although the ad is four years old, I still think the point that it makes is still relevant today. Using radio ads for fast food restaurants is a great approach, as many people are in their cars thinking about where they can get the next meal. However, I like the approach this commercial uses by spoofing the traditional fast food items before moving into “Here’s why you should eat at Subway...”

Generally, fast food chains begin their ads with a sales promotion or by highlighting a new item on the menu. However, by starting off with the options the competition provides to consumers before explaining why your (or in this case, Subway’s) product is better is a great way to get the consumer thinking about their choices and making comparisons for themselves.

I think this commercial demonstrates an interesting use of dialogue and draw listeners in because it sounds like an actual conversation, making the consumer think twice about their dietary choices. As a frequent consumer of fast foods, the ad was successful in making me think twice about my personal meal choices.

Yellow Tail Wine Commercial

While I was watching the E! Network the other night, I was intrigued by this commercial. Initially, I tuned it out because I assumed that it was another trailer for a Batman or thriller movie. When it came on again, I paid attention. We’ve all seen commercials for Disaronno, Bacardi and Grey Goose, but I don’t recall ever seeing a commercial for wine.

This commercial demonstrates the concept of keeping the continuity of the message. Yes, they do not show people drinking the wine (as they do in other commercials) but they used an element of surprise and then explained what the commercial was about. Although the flashes of the wine bottles happens a little fast, I think it shows that there is a wide variety of wines to choose from for those who like sweet, dry, red or white.

Additional commercials show it as an everyday and every occasion wine and their tag line “open for anything,” ties this in seamlessly. I like this commercial because it draws me out of my creative box by thinking of how to play off names and relate them to other ideas, all while keeping the continuity of the brand.

Here is the link to see their other commercials: http://www.discoveryellowtail.com/fun/videos.php