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.

Sales promotions across different countries

Joseph Aborah

Sales promotions across different countries

Sales promotion is one of the seven aspects of the promotional mix. Sales promotion could be seen as a way for companies to entice customers to buy their product or use their services. A lot of times they would give out coupons, discounts, freebies, contest etc. to have customers choose their products instead of the competitors.

Being an international student one of the first things I do when I see something is compare it to how something of  similar kind would be back home. I do this with everything even promotions. In the United States you see promotions almost everywhere. This is the same thing in the Netherlands (my home country). Just like with the United States you see promotions everywhere and besides the language it is almost the same.  Here I have an example of two stores: Bestbuy and Mediamarkt.

http://www.bestbuy.com/

http://www.mediamarkt.nl/

Although the stores are in different countries they sell the same kind of products (mostly electronics). As you look at their website you notice right away they offer free shipping (“geen verzendkosten” in Dutch). By doing this they are trying to have customers buy products right away instead of going into the store.

Another thing you notice is how both stores advertise their cards. If a customer applies for their card they are able to get even more deals and by doing this both stores are trying to gain brand loyalty. If you go through both websites you will notice that there are many more similarities. At the end of the day the goal of both companies is to get customers to buy their product instead of that of the competitors, which is what promotions is all about. These examples show that although countries might have different cultures there are always possibilities for similarities.

 

Twitter Conversation from Group #9

Zhongming Sun @zhongming_sun
Qian Ye @ye_holly
Yiwen Yu @yu_yiwen
Jing Chen @jingc2013

On Tuesday May 14th, Steven Asbury (@stevenasbury) came to visit our class and talk about his experiences about Asbury Design Company. Steven Asbury is a graphic designer, an Instructor in the Journalism school, and the owner of Asbury Design. During his presentation, Steven Asbury showed us a lot of great designs. Asbury Design work with a lot of local brands and companies, and make a lot of great advertisings and posters to them, such as Hilton Eugene, BMW Eugene, Forever 10. They also make great websites and interiors design, and we can find all of these in their website. Steven Asbury also gave us a lot of good tips during his presentation. For example, “nothing is easy, just how hard you try to get success.”, and “It is better to study communication than Art if you want to work on advertising in the future.” I totally agree with those tips, and I think all of our class enjoyed his speech.

In order to share more information about Steven Asbury with our class, our group began our twitter conversation one night before Steven Asbury coming. Here are some contents covered on the twitter conversation. Jessyca made a great interacting with our group in that night’s twitter conversation.

@ye_holly: #mktg420 so happy that Steven Asbury from Asbury Design will be coming to speak to us tomorrow! @JessycaLewis @stevenasbury
@JessycaLewis: @ye_holly @stevenasbury So glad you are excited!
@yu_yiwen: @ye_holly @JessycaLewis @stevenasbury awesome! graphic design is what I want to learn! looking forward to his speech tmr!
@JessycaLewis: @yu_yiwen @ye_holly @stevenasbury Yay!
@yu_yiwen: @JessycaLewis @ye_holly @stevenasbury I truly hope I can have some art skills and then I can create some amazing design! Haha~
@JessycaLewis: @yu_yiwen @ye_holly @stevenasbury You can take a graphic class at LCC in Indesign. They will teach you.
@zhongming_sun: @ye_holly @jessycalewis @stevenasbury I went to the website, and I think those design examples are the best I have ever seen.
@ye_holly: #mktg420 very clear contact info. and designed works on their website
Asbury Design
541.344.1633
e-mail: steven@
http://t.co/4NeEoplLpg
@ye_holly: #Mktg420 @stevenasbury I like the look! @JessycaLewis http://t.co/8mwtFzQKts
@zhongming_sun: @JessycaLewis @stevenasbury http://t.co/GDBOy5xHJT we can see Steven shows his great design everywhere, even in his syllabus. #mktg420
@JessycaLewis: @zhongming_sun Sounds like you are doing the Twitter chat tonight?
@zhongming_sun: @JessycaLewis yes, so our classmates can know more about Steven Asbury before he come tomorrow.

During the presentation time, the class also did a good job of tweeting along with Steven Asbury’s discussion. Here is some contents in the conversation.

@zhongming_sun: It’s nice to see the speaker to show and explain his great designs face to face. @JessycaLewis #mktg420
@yu_yiwen: @zhongming_sun @JessycaLewis totally ture!! Enjoy his speech!
@Thetappp: so many familiar logo in town. Leave me a huge impression from those logo before! Nice. @JessycaLewis #mktg420
@thomasjonny: Awesome to hear from @stevenasbury of Asbury Design in #mktg420 today. Check out their work: http://t.co/4M86kK76pq
@tanasha48: Would love to work for @stevenasbury one day! #greatwork #greatpersonality #greatadagency #mktg420
@ye_holly: #mktg420 nothing is easy, just how hard you try to get success @stevenasbury wonderful tip
@beckygo1: Loving the creative behind the ads shown in class by @stevenasbury #mktg420
@yu_yiwen: babies are so cute!! #MKTG420 @JessycaLewis @stevenasbury
@ibanezav: You’re right @stevenasbury, designers never rest: my roommate and I were notorious for moving our furniture around at 2 a.m. #mktg420
@mattnott02: @stevenasbury Thank you for sharing your work with us. Loved seeing the different ad designs. #mktg420
@meghanameow: asbury is all about luxury! #mktg420 @stevenasbury

Finally, Steven Asbury answered a lot of questions for our class, and I can see people are interested in it. Overall, the great speaker made the class awesome.

Quack Quack! (P&G Corporate Advertising)

Matt Nottingham

@mattnott02

dawn

Today’s markets are flooded with products that all seem to provide a similar utilitarian value. Take dishwashing soap for instance. At any given store there are numerous brands of soap that, more or less, all effectively clean dishes.

This reality has drawn advertisers to compete at a higher lever: Corporate Advertising.

Procter and Gamble does a fabulous job of corporate advertising via their Dawn dishwashing soap. In the Dawn ad campaign, P&G uses image advertising to create a favorable image associated with their brand. They do this by promising to donate $1 per bottle of Dawn to one of two wildlife organizations. This is an example of cause-related marketing. In this case P&G is making an effort to be associated with an important societal cause. Emotional impact is also used in their Dawn advertisements as displayed in this commercial:

Procter and Gamble has found a very innovative way to use this campaign to increase sales, help their corporate image and help save wildlife in the process. The campaign promised to donate up to $500,000 between The International Bird Rescue and The Marine Mammal Center, split evenly. This campaign also has a presence in social media. The “Dawn Everyday Wildlife Champions” Facebook page has more than 497 thousand likes. They also use twitter to post images of the marine life and birds that Dawn soaps are saving. This helps to keep the public informed by showing where the donations are going.

This ad campaign stands out to me because it seems like a win-win-win situation. Animal lovers are offered hedonic value because they feel like they are helping a good cause, P&G sells more Dawn soap and birds and marine animals are saved. Also, the timing of this ad couldn’t have been better, as it launched its annual campaign just days before the BP oil spill in 2010. This brought more attention than ever to the brand and its efforts. Overall I believe that this campaign was a slam dunk for P&G.

Sales Promotions

Marb

By: Zuhair Alzuhairi (@Zee811)

A sales promotion is most simply defined as a, “promotion that supplements or coordinates advertising.” It is some form of persuasive communication that provides incentives or added value to customers, sales staff, or distribution channel members (such as retailers) and is employed for a predetermined limited time to improve consumer demand, improve market demand, or improve product availability.

The goal of offering a sales promotion is to stimulate immediate sales through motivating product interest, trial, or purchase. Examples of sales promotions include: coupons, product samples, sweepstakes, point-of-purchase displays, rebates, and premiums. Trade sales promotions are sales promotions targeted at retailers and wholesalers; whereas, sales promotions targeted at the consumer are categorized as consumer sales promotions.

Given the high regulations placed on this industry, the most effective form of advertising for the Phillip-Morris based Marlboro company has is their website. It offers smokers several sales promotions, including sending those registered on the website coupons monthly.[1] However, access to the website is difficult to obtain and is limited to 21 and over smokers who will provide exceptionally personal information like their Social Security number and Date of Birth just so an age confirmation can be performed. Tobacco advertising has adapted and persevered over the years and through different regulations, but there is only so much that can be taken away. Tobacco advertising was first banned from TV and radio and later from outdoor, billboard, or transportation devices.

Most recently, active June 22nd, 2010, President Barack Obama signed the Tobacco Control Act that placed extensive constraints on the circulation of cigarettes and smokeless tobacco to minors. Newly effective with this act, “audio advertisements are not permitted to contain any music or sound effects, while video advertisements are limited to static black text on a white background.” This act also prohibits tobacco companies from sponsoring sports, music, and other cultural events or advertising on T-shirts, hats, or other apparel.[2] Eventually, law will be written into legislator requiring tobacco sales advertising or promotion to consist only of black text on a white background.

It is important that companies from any industry are receptive and flexible with the demand of various sales promotions. Marlboro was known as having some of the best advertising in print and video for years and are hopefully creative enough to triumph again through the recently passed stringent regulations. Don Draper best explains it in a meeting with Lucky Strike shortly after the FDA publicly begins war on tobacco:


[2] Herington, Matthew R. “Tobacco Regulation In The United States: New Opportunities And Challenges,” Health Lawyer 23.1 (2010): 13–17. Retrieved Wikipedia 4 May 2013.

ONLY YOU Can Decide

Image 

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?