ONLY YOU Can Decide

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By: Jordon Weinmeier

@TweetJordonW

After our discussion last week, and without naming any names, I decided to write about advertising’s role in government. To better understand this, we must first define what it means, and draw the distinction between advertising and public service announcements. The book’s definition of advertising is “a paid, mass-mediated attempt to persuade” whereas a public service announcement (PSA) is very similar, but not paid for. This distinction is important, because a lot of the controversy surrounding government’s use of advertising, is based on the fact that taxpayer money is used to pay for campaigns. Similar to the one seen below:

The amount of money that is spent by the government to promote various causes is hard to quantify, partly because there is no formal definition, nor committee that controls or reports government-wide advertising. It is mostly left to different departments to decide how and where to spend their money. The five departments that spent the most on advertising are in fiscal year 2011 are:

  • the Department of Defense $473.6 million
  • the Department of Health and Human Services $87.6 million
  • the Department of the Treasury $50.6 million
  • the Department of Transportation $36.7 million
  • the Department of Homeland Security $34.7 million

How much do you agree with the placement of the following advertisement?

ImageYour money is being used to fund a nascar race team. (Update: US Army stopped funding race team this year)

Another big issue that I want to address is the actual content that is being advertised. This can also be very controversial because of the many different views people have on certain topics. One example that comes to mind is the campaign against marijuana. Even as several states move to legalize it, the federal government is still trying to persuade in favor of the opposite view, as seen by this ad:

I want to end by posing a few questions about advertising’s role in government. Some things to consider as we move towards a more digital age where advertisers know more and more about who we are and what we’re thinking. Who decides what the government should be trying to persuade the masses on? What constitutes a public good? How much resources should be devoted towards advertising? Is there a line that needs to be drawn between information sharing and malignant propaganda? Where do you draw that line?

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The Effect of Direct Marketing

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By: Mingjue Li    @MingjueLi

It is obvious that companies like using direct marketing to make advertising, because it is convenient, especially is due to that the fast improvement of technology. A common approach we know is database marketing, by which computer database technologies are applied to design, create, and manage customer data containing information about customers’ characteristics and history of interactions with the company. With the database of customers or potential customers, the advertisers can create ads and send to them for promoting a product or service. For instance, recently I bought a PS Vita and register an account in PSN, it makes me easy to preview the new game released, and I feel there is communication with the game developers.

In addition, such marketing approach is commonly used in social media. And the effect of this approach in social media is prominent, within this video, it will show how Google AdWords attract people’s attention, and what the process works to raise the awareness:

However, the problem that database marketing raised is junk mail or spam. We have to admit that junk mail and spam are used crazily before starting to use the Internet. As the technology developing in rapid speed, database marketing is abused for sending junk, computer virus and pornography, and it caused that a proportion of people hate to open or even open group sent e-mail, although some people are still willing to check the mails. Additionally, there was negative news posted about junk mail from USPS, which is related to direct marketing:

http://hellotarte.com/blog/2011/10/06/junk-mail-or-a-lucrative-avenue-to-reach-customers/

As most people feel, including me, direct marketing is useful, convenient and low-cost. The succeed of direct marketing nowadays is really depending on the number of mail advertisers send, they think that there always will be amount of people attracted by their deal and pay money. However, these advertisers don’t realize that it actually is wasting both material resource and virtual resource.

 

Branding is All About Emotion

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By: Mallorey Hutton

While sitting in class on Tuesday morning listing to Ann Marie Levis (@AnnMarieLevis), of Funk/Levis Associates, talk about her experiences in the business world; she said something that really caught my attention. She said that “Branding is all about emotion.” If you really think about it, it’s true. Our book defines a brand as “a name, term, sign, symbol, or any other feature that identifies one seller’s good or service as distinct from those of other sellers. Although, you could define emotion in a variety of ways, I would define it as something that causes us to react in a certain way. If a company can band its product in a way that cause people to have a positive emotional response to it then they can in turn make those people have a positive response to their product or company.

Two advertisements came to my mind when I think of “branding is all about emotion”; both of which came from Super Bowls. The first is the Dodge, Jeep, and Chrysler commercial that featured Clint Eastwood that aired during the 2012 Super Bowl. I feel that this commercial played on the emotions of Americans. I took sad and frustrated emotions and turned them into positive ones, by showing Americans that although we’ve been through a lot that we can come together and make things better. I can remember watching this commercial for the first time. I honestly had no idea who the ad was for but I remember feeling happy and empowered after watching it. When I realized that it was a car commercial, on some level I had a positive emotions towards the car company too. Now everything the think of Dodge, Jeep, and Chrysler cars, I think of the Halftime in America commercial.

The second advertisement was the Ram Trucks commercial that aired during this year’s Super Bowl. It depicted farmers as hard working , tough people in order show that Ram Trucks had these same qualities. Although this commercial may not have caused an emotional response for everyone; it did for me. I grew up on a farm my whole life and I believe that farmers do possess these qualities; so it made me react positively toward the commercial. This in turn made me have positive attitude toward Dodge.

Mallorey Hutton

@malloreylynne

Marketing With Social Media

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By: Christina Brock

Direct marketing is an effective way of getting new customers, but as we notice social media is becoming a big part of marketing, and there is a lot of thing that businesses and corporations need to think about when marketing on social media.

Here is a quick video on what to do/not to do when your business is taking advantage of social media marketing:

http://www.youtube.com/watch?v=qm51OKTTWec

The use of Facebook and Twitter and other social media can be a great way to reach many new and existing customers, by showing of new products or services, give incentives like coupons and discounts or even free giveaways if you like, share tweet about their products. If the marketing is really successful it can go viral, which creates buzz, and consumers are tweeting and shearing which will reach many consumers all over the world within minutes.

Going viral can also be bad for a company. Here is an example from Progressive, where a woman, whom was insured by Progressive, was killed in a car accident. Progressive took the defendants side in the court when her family sued the other driver and her brother wrote a blog stating “My sister paid Progressive insurance to defend her killer in court”. His blog went viral, and many customers threatened with dropping the insurance. This reflects badly on the company, even though they did not want to pay the $100,000 in coverage, because it was her own fault. The damages that resulted from this case could potentially end up costing the company more than what they would have paid the family from all the bad publicity if the company.

http://www.youtube.com/watch?v=Wc9PubXwzPg

To have the right person managing the social media of the company is crucial. How many times have we seen big companies make big mistakes? Simple spelling errors make the company seem uneducated, and even worse when the social media person forget to log of the company’s account, and think they are posting from their personal account. Celebrities to must pay close attention to what the tweet; Alfac’s voice actor, comedian Gilbert Gottfried got fired from Alflac after he tweeted on breaking up with his girlfriend, making connections with the tsunami and earthquake in Japan “..But like the Japanese say, ‘There’ll be another one floating by any minute now’.”

For companies to be involved with their social media and interact with the consumers shows that a company cares. The famous car manufacture, Volkswagen wished its fans happy New Year at a Facebook updates, also asking what the company could do to improve. Over a 1000 comments came in without VW replying to a single one of them. They should not ask questions they don’t want to comment on. Big mistake for the company, a short video about this is under.

http://www.youtube.com/watch?v=lQJYmIZiqho

 

@christi57674936

Perrier’s Secret Place: Interactive Marketing

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By Becky Goin

Perrier, the maker of the well-known sparkling mineral water, created an interactive and entertaining marketing campaign called “Perrier’s Secret Place”, to celebrate their 150 year anniversary. The campaign combined social media with digital promotion to bring the ultimate top secret party to life. It is a digital clue based game that you can only play if you are “invited to the party”.  Perrier sent select participants a box with a dry cleaning ticket stub which included the access code, a custom stamp, and a black card of instructions. Other access codes were given to their fans on Facebook and their Twitter followers, and so the fun begins…

After entering your access code, you become character number one (yourself) walking across a street and into a small dry cleaning store. Keep in mind, the camera angle is always from the eyes of the character you are playing. As you enter the dry cleaners, you give the lady behind the counter a ticket stub turning your hand to passively show her the special stamp on your wrist. She opens the space at the end of the counter and you walk passed all the bags of clothes to the back door. There you are greeted by the eccentric and somewhat dramatic host clad in a red wine velvet suit, who explains how to participate in the soiree.

Perriers Secret Place Campaign: An Exclusively Delightful Digital Experience Guerrilla Marketing Photo

His instructions include:

-Be anyone you want and experience the party through their eyes (up to 60 different characters), simply click on their face to change roles

-There are 5 hidden clues through out the game

-Each trip through the party is only 90 seconds long, although you can rewind and fast forward a bit

-Object: have fun, find all 5 clues in order to find the golden woman (to get entered to win tickets to one of the craziest parties in the world)

**Disclaimer: this is a game intended for mature audiences**

I was intrigued and decided to continue to play.  Although I only found three of the five clues and did not discover the golden woman, I did enjoy the entertainment. I think it is an interesting twist on promotional advertising that brings a little fun to the participants and increased brand awareness through the word of mouth/social media buzz this campaign created. This campaign was just released on April 2, 2013, so you can try it for yourself by going to www.perriersecretplace.com and entering access code: PE659. Go ahead; the dominatrix dares you to…

“How many lives will you live?”

Becky Goin

@beckygo1

http://www.creativeguerrillamarketing.com/viral-marketing/perriers-secret-place-campaign-an-exclusively-delightful-digital-experience/http://www.perriersecretplace.com/

Twitter Conversation 4-23

Group 6

Eric Koelling: @champion_eric

Joseph Aborah: @jorah1

Matt Nottingham: @mattnott02

Kellie Stewart: @kellbell_90

On the morning of April 23, we had guest speaker Anne Marie Levis (@AnneMarieLevis), of Funk/Levis Associates, visit our class. Ms. Levis is currently the President and Creative Director at Funk/ Levis and plays a very pivotal and active role within the Eugene community. In our Marketing 420 class she shared some of her experiences within the marketing and brand design field and provided the class the opportunity to brainstorm how we would handle a marketing / PR issue for a client that her own team at Funk/Levis has been working on.

Some of the most valuable quotes from Anne Marie Levis, via Twitter hashtag #MKTG420, were:

“Managing people is tougher than managing clients or tasks.”

“It’s not what you push to people, it’s how people talk about you.”

“Branding is all about emotion.”

“Marketing is all about how you communicate.”

The class was very active on Twitter during the presentation and responded numerous times to the questions we were posing as Ms. Levis was speaking, and posting quotes and questions of their own. Some of our questions with the most responses regarding the case study were about the 5 questions we would ask potential clients and some of the solutions that we would recommend for the issue at hand. Overall Ms. Levis gave us some great insight into marketing, branding, and working with clients, and provided a great platform for our Twitter conversation.

Prior to the visit from Ms. Levis, we were presented with a few ads in class that sparked some lively tweets. Our most popular Twitter interaction from the day was when we asked which of the three commercials shown (OldSpice, Kmart, and KFC) were their favorite. The following screenshot provides a look at the conversation:

 

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There were a few hiccups along the way. For instance, in preparation for our twitter conversation management, we all posted articles that had something to do with direct marketing. We hashtagged these articles with “#mktg420” so the class could find them and read them. The problem was that our tweets were only viewable by our followers. This resulted in no interaction from the class on those articles we posted. Once we realized in class that we still weren’t seeing responses from the class on our tweets we asked the class to follow us on twitter which solved the problem. From then on we were able to stimulate great interaction in class about the quest speaker and the three commercials.

At the very end of class we received a tweet from @christi57674936 saying “just have to say between both my mktg classes you stay on top of your twitter chat #MKTG420”. We believe that said a lot about our efforts to stay on top of the Twitter chat with the class as much as possible. From this experience, we learned that open ended questions yielded the highest response rates. This is most likely because our classmates were able to freely express their opinions. This lesson can be useful in the future when trying to stimulate any sort of group discussion. Thank you to Anne Marie Levis for speaking to our class, and thank you to our classmates and teacher for helping us with this experience.

Catalogs: Style Guides not Direct Mail

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By: Meghana Deodhar

The only mail that I truly enjoy receiving is personalized letters from friends and family and the beloved J.Crew catalogs that come in the mail every month.  I enjoy browsing through the pages and examining the beautiful color schemes and styles for the next season. Even though receiving these catalogs can be somewhat financially frustrating, I realize that J.Crew is doing their job correctly. They are making me want to purchase their entire store!

Catalogs are my personal favorite example of direct marketing. The textbook definition of direct marketing is “an interactive system of marketing, which uses one or more advertising media to affect a measureable response and/or transaction at any location”. Catalogs fall into this definition as they are considered direct mail and have a measurable response of the number of orders. Another aspect about catalogs that I found interesting was that consumers usually not automatically added to catalog mailing lists but rather subscribe to these lists. This is genius! Similar to Superbowl commercials, consumers want to see these catalogs to keep up with the changing trends resulting in purchases or in the worst-case scenario, brand awareness.

If you want to check out some of the archives of J.Crew catalogs, enjoy this blog!

Although catalogs are enjoyable for many consumers, direct mail has some notable faults. The biggest drawback of direct mail is the sheer expense of it. Reaching a person via direct-mail can cost up to 15-20 times more than a tv or newspaper advertisement. Additionally, in a society where moving is frequent is life is fast-paced direct mailing becomes tricky. To overcome this difficulty however, catalog culture is slowly adapting and bringing this catalog feel to apps.  Check out this article from the New York Times about how retailers have started making i-Pad applications that attempt to mimic the feel of browsing a catalog.  I know I am not speaking for everyone but, I think I would still prefer a print catalog. What do you think?

If you are particularly interested in J.Crew’s promotional efforts take a look at this video, called “Behind the Scenes of the J.Crew Catalog”

 

 

Follow me on Twitter: @meghanameow