Advertising Differences in Foreign Countries

Natalie Storm

Traveling throughout Europe last week opened my eyes to the vast differences there are between advertisements in the United States and other countries such as Spain, Ireland, and Denmark. The greatest difference in advertisements that I noticed was when I was exploring around Copenhagen, Denmark. Copenhagen used so much color, contrast, and creativity in their advertising that it could take a person’s breath away when compared to the simple and plain advertisements usually used in the United States. Many of Copenhagen’s advertisements were done via graffiti. I actually was able to experience first hand the creativity and originality of Copenhagen’s advertisements when they were putting up a new one outside of the Generator Hostel I was staying in.

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This graffiti that was done outside my hostel was to advertise a nonprofit festival. Before this advertisement was painted, I neglected to notice all of the small flyers inside of the hostel advertising it. It amazed me that seeing this type of advertisement opened my eyes to the smaller advertisements that I originally overlooked and paid no attention to. The originality and creativity of this advertisement, although this design is simpler than others I saw there, is the reason I was curious enough to read the plain piece paper and discover more information about the festival.

Advertisements

Getting CMOs on the IMC train ASAP

Over the past weeks we have delved deep into the world of integrated marketing communication. The point of an IMC is to combine strategy, online marketing and offline marketing to reach your target audience in an effective manner with a consistent tone and message. This relatively new type of marketing (references about integration go all the way back to the 1990’s) is becoming the standard by which all new marketing plans are being measured. However according to Steve Olenski a contributor to Forbes Magazine and marketing guru, CMOs are still not doing it correctly.

‘“The need to strive for greater integration is considered inevitable by many, although the means by which such integration may be achieved is uncertain.” Inevitable by many indeed yet so many, far too many, have yet to figure out the means to achieve it.’     –Steve Olenski

So what are these CMO’s missing? According to David Aldridge a writer in Direct Marketing News, “Integration is not a dreamland of endless possibilities with revolutionary marketing results at the end of a rainbow. It’s an ongoing process made up of many discrete but valuable steps, each contributing to the greater cause.” He effectively called integration a fantasy land. What is causing this disconnect?

It seems that some people are stuck in the past. Many older people especially higher ups in smaller companies view Integrated Marketing as a space they just can’t understand. A solution to this misinformation is simply education. There are many IMC and Social media experts around the country teaching seminars to these businesses so they don’t get left behind. Some examples are http://www.ana.net/training/show/id/IMCS-OCT11http://www.youtube.com/watch?v=DCy7T-aKlhIhttp://isbm.smeal.psu.edu/professional-development/developing-next-generation-integrated-market-communications

With an ever increasing number of CEOs and CMOs starting to “get it” I have to wonder if  the online marketing will start to become white noise.

Michael Park

@Michael_Pha

Park7@uoregon.edu

 

Marketing in Recession

By Mahnavaz Rad

Twitter @MahnavazRad

LinkedIn: http://www.linkedin.com/pub/mahnavaz-rad/75/3b3/304/

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 What are the reasons behind a recession?

http://www.youtube.com/watch?v=Bzc8ZO5XYyo

   When recession strikes, it is crucial to question if each element in a marketing plan is achieving its objectives. Does it encourage brand loyalty? What barrier to purchase does it address? Does it make the brand seem worth paying more for? 

   The most important key to success during an economic downturn is to stay focused on the brand, competition, customers, and communications. Analyzing the company and the brand health by using annual reports, tracking studies, media data, sales force intelligence, and feedback from consumers are some of the recession survival tactics. 

   Anticipating competitors’ actions becomes a critical factor during recession. Marketers should consider the ways competitors might respond to an action.

   Recession may force a triage strategy, thus, marketers need to concentrate on the core brands and products that are most likely to survive, and let the others to sink.

   Supporting the core proposition and emphasizing its value secures the brand’s image.

   Price-cutting move may not be rational when doubting the competitor’s response. On the other hand, a high price may not be a problem as long as consumers believe that the brand is providing value for the money they pay.

   A reduction in quality may remain unnoticed for a while, but it will lead the brand fails later. A successful brand is built on the great brand experiences; therefore jeopardizing the brand image would not be an intelligent decision to make during a recession.

   A brand’s biggest asset during a recession is its existing customer, thus being in touch with them and providing a variety of services to keep them satisfied play an important role to maintain the customer equity.

    Marketers need to minimize risks by monitoring consumer’s behavior and changes in their consumption patters and habitual spending.

   Focusing on internal environment plays an important role not just during a recession but economic expansion. The motivation level of employees is essential to a company’s success; thus, they need to be reminded that they make a difference.

Rolex Sponsorship

By: Carlos Rodriguez
Twitter: https://twitter.com/C_Rodriguez5
Linkedin: http://www.linkedin.com/profile/view?id=212380896&trk=nav_responsive_tab_profile
Sponsorship plays a huge roll in sports and it’s amazing to see how much companies are willing to pay just to get their name out into the public. Lets take Rolex for example who has been doing major deals with Formula 1 racing, the Davis Cup, and Wimbledon. If you think about all of the exposure that Rolex gets from these sponsorships it’s simply astonishing. From commercials, advertising, and simply having their brand at an event can reach millions of consumers. In general consumers tend to tie certain events with certain brands and that is the ultimate goal when it comes to sponsorship. For instance, when I think of the Wimbledon I automatically think of Rolex, simply because they have been the “Official Time Keeper” of the event for so many years. Rolex was able to establish its brand into a prestigious event which has then made Rolex leverage its credibility as a top of the line watch brand.
Sponsorship is something that can really bring exposure of a brand when done correctly. Sponsoring anything and everything won’t get the job done though, brands needs to establish themselves with other events or companies that share similar values so that both parties can benefit from the sponsorship. Taking the same example of Rolex, they have established themselves with many events and are now recognized on a global scale. They even get accidental exposure from famous athletes wearing their products. Here is an example of of Dwyane Wade Wearing a Rolex watch and he isn’t even a sponsored athlete by them.

D.Wade with Rolex

The fact that famous athletes will wear Rolex watches goes to show the power their brand has had over the years. To end of this blog I will leave you guys with a video showing the impact Rolex has had on Formula 1 racing.

Business Promotion : Apple

by: Mingjie Ma

Twitter: @MingjieM

LinkedIn: http://www.linkedin.com/profile/view?id=267708924

An effective brand promotion is necessary in the business world, and Apple Inc. is a good example. According to Interbrand 2012 report, a global branding consultancy, Apple is the second best brand world. Their competitors Microsoft, HP, Dell in computer market and Samsung, HTC, Nokia in mobile devices market are all behind Apple. Part of their success needs to contribute to effective brand promotion, especially iPhone in recent years.

Apple was found in 1976, and they challenged the overlords in 1970s’ computer market: Microsoft and IBM. They created different operating system with Microsoft and design with IBM. Even in today, Apple still keeps own operating system and special design. They are not following the rule that other exist company created. In fact, they are trying to create a new rule. For example, they create all-in-one computer, combine the screen and computer case together. This is an innovative design in many years ago. When we look at recent computer market, there are many brands follow this rule, all-in-one computer. Therefore, I think innovation is an effective tool to promote a brand because it helps brand to be a leader in the market, not a copycat.

However, Apple is not always successful. During 1986 to 1997, the Apple faced a decline, and Steve Jobs were forced to leave the company. He founded a new company NeXT which was acquired by Apple in 1997. After Jobs came back to Apple, he established Mac OS X, Apple Store, MobileMe and iTunes store based on system that NeXT was created. Moreover, the success of iPhone is not an incidental. Apple introduced iTunes Store in 2000 and iPod digital music player in 2001. I have to say the part of success of iPhone came from the popularity of iTunes and iPod since people were used to it. I believe using exist platform in the company to extend a new product could consider as effective business promotion.

Do you remember that one commercial?

By: Jack Dally

Twitter: @JDally4

LinkedIn: http://www.linkedin.com/profile/view?id=267166069&trk=nav_responsive_tab_profile

How important is it that consumers can recall content from a company’s advertisement? Marketers today are starting to find that an ads quality just might be more important than the quantity of ads produced. The ability for consumers to recall information, content, or even the brand from an advertisement is much more beneficial than sitting through tons of ads only to instantly forget what it was about. Nowadays people are doing many different things at once, especially while watching television, which means people aren’t always paying full attention to the many different ads that bombard their day. It’s hard to know exactly what makes an ad tend to be easily recalled later on, but one thing that might help is an ad with an engaging story line just like this Volkswagen Super Bowl commercial:

Although some ads might be easily recalled, like the Volkswagen one above, not every ad makes a huge impact on consumers. For an ad to be successful, it has to first be memorable. This is the basic idea behind making an ad that consumers will be able to easily recall. If marketers can first get consumers’ attention in this heavily multitasking world, then they next need to be able to make them remember what their ad is about, but more importantly what it is advertising/selling. Another very easily recalled ad was a Doritos commercial, not surprisingly from the Super Bowl also, which turned out to be the most recalled ad shown during the game:

Another important factor is that just because an ad can be easily recalled does not mean that it will vastly improve sales. According to the book, “some research indicates there is little relation between recall scores and sales effectiveness. Remember an ad does not necessarily make you want to buy a particular brand.” It then gave the example that the “Got Milk?” ad campaign was very popular and familiar, but did not help improve declining milk consumption in the U.S.

 

I’ll end with this, personally I believe that the more memorable an ad is the better it will do. We have all seen many ads that did not make an impact and we have all forgot what those ads were about. I want to see ads that are funny, relatable, and most importantly engaging, because these ads are always the most enjoyable and, to me, the most successful.

How to Succeed (MKTG 420)

Riley Gallivan

Twitter: RileyG_UO; LinkedIn: http://www.linkedin.com/pub/riley-gallivan/78/b29/573

This year in class we were fortunate enough to be lectured by a lot of guest speakers. The topics were from all over the place: marketing principles, ethics and web design. Each and every one of the speakers were great – they all brought something new to the table and helped us develop more as business and marketing majors. As much as I enjoy lectures on professionalism and how to develop in that way, I particularly enjoyed a lecture that we received on how to be a successful person.

The steps were simple. We need to take initiative and build professional and personal foundations. So many things go into each of these, but I want to break down how I see them.

A person who does things before he or she is asked to do them is a person that finds success. Why? Because people who get up, start something and push to see it through create change instead of hoping that something falls into their lap. During the Superbowl, depending on who’s playing, I tend to only care about the commercials. This year’s ads showed something really relevant to the idea of being proactive and initiative. (https://www.youtube.com/watch?v=aE6ugHoIB_Q) Of the 6 men with ideas featured in the commercial, one man took initiative and did something with his idea. That led to him being more wealthy than I could imagine. I don’t know about you, but I wish I had a private jet and sky waitresses. Being proactive doesn’t necessarily mean we’re all going to have private jets, but it does make us a better worker, classmate and person.

Step two in finding success was building a professional background. The big idea in this was that after graduating, you can’t hope to land a job and do well just because you got a bunch of A’s in college. I don’t think it hurts to have those grades, but I agree. No class is perfect in teaching you how the business world works, but there are elements of that life in all of our classes. When we identify these and work to improve them, it makes us better overall.

The other way that I interpret this step is “taking your medicine.” What I mean by that is working in places that you don’t want to work in order to build a foundation that you can grow off of. For example, I never wanted to work at Office Depot. My dad made me apply before college and a lot of times I dreaded going into work. The things I learned while there –  personal selling, how to set up successful product displays and technology – were things that I will use at my next professional job. Identifying those elements and working on them makes me a better businessman and better co-worker.

The last step was building a personal foundation – one built upon integrity, truthfulness and dependability. It is difficult to find a business today that people call “full of integrity.” The world puts so much focus on money that it sometimes overshadows what the ethical thing to do is. Our lecturer went into detail about someone he had spoken to who worked for Bernie Madoff, and how the speaker never went to jail even though everyone connected with Madoff did. The answer was integrity. He never took the illegal benefits. He did his job the way he was supposed to – a man of truth and integrity who we can depend on.

What I’m getting at here is that you may not be the richest person in the world if you build a foundation based on integrity. You won’t go to jail though, and people will trust and like you, which ultimately is greater than any dollar you might have. If we all did this, I’d be amazed to see what the world is like.

In conclusion, I leave a 3 minute TED Talk about finding success. The reasons compared to our class are different on the surface, but it all comes down to the same thing: Success can be attained by choosing to get up, go get things done and hold oneself responsible for your acts. (https://www.youtube.com/watch?v=Y6bbMQXQ180)