EXAM 2 QUESTIONS

Chapter 4
1. Draw an example of an s-curve.
2. Name three communication strategies.

Chaper 5
3. Who is in the Key Advertising Personnel.

4. What are the five Steps in Advertising Campaign Management

Chapter 6

5. What are the five key components of a creative brief. 

6. What are the seven popular advertising appeals.

Creative Brief

Company Name: Simple


Product Name: Simple Shoes

Company Background: 

Simple is a brand that finds a way to make shoes create a big contrast from over-hyped shoes that are currently on the market. Also, they make all of their shoes with sustainable materials with the purpose of protecting the environment and recycling to make more pairs of shoes out of the old.

Target market: 

Simple targets audiences that are aware of their need to protect the environment, or "Go Green".  Also as an issue of style Simple targets people that like a very humble, or simple, design of shoes.  All ages could be attracted to this product because of its basic goal to protect the world, and simply - to stay simple.

Product: Men's CARport Elastic Slip-on sneakers


This product is definitely the definition of what Simple is all about. The Men's CARport is a Vegan shoe, meaning it is made with no animal products or any animal byproducts. This Shoe is also extremely sustainable down to the tee. The elastic laces are made from Recycled PET and the pedbed, or foot lining, is made of EVA with BIO-D to make it biodegradable. The Bottom of the shoe is made from recycled car tire and the foot form inserts are made of post consumer recycled paper. Even the shoebox is made from recycled paper and printed on with soy based printing ink, and formed with natural latex and starch based glue. So as you can see, Simple is very precise about the way they make this product to make sure that it is as sustainable as can be.

Price:

Simple's prices range from around $30 to $90. Only the higher end of their shoes are sold around the $90 range. For the craftsmanship and care of precise materials, these prices are very reasonable for the average adult or kids.

Promotion: 

With the "Going Green" fad, that is currently sweeping the nation, being a hot topic in the modern world, Simple reaches out to all the people that want to make a difference, but still want a decent product. Simple is just that.

McDonald's Communication Marketing Analysis

          I've always viewed McDonald's as a company that really gets the kids' attention. This is an obvious statement when thinking about McDonald's marketing strategy, but is there a demographic that they could touch on that is linked to the kids' love of McDonald's and is there a completely different demographic that they could reach?

          Being a child, you are under your parents control which means that the parents have to want to take their kids there for the child to even be able to go. So as much as McDonald's is trying to reach out to kids, they should be trying to reach out to parents and make them want to take their kids there. So in this case,  i think the best strategy for them to take is to have a marketing campaign that is completely based on family. If McDonald's can reach out to viewers and give them a sense of family fun and togetherness as well as comfortability, then they could cause parents want to bring their family there which is now getting the service of the adults as well as the children. As McDonald's builds as a family oriented company people will feel comfortable spending time there with their own family and will want to continue spending time there more regularly with there family so they can keep having that moment and ritual.

            I feel like this marketing strategy is very important to sales and a large portion of the advertising budget could be used to carry out this new strategy.  Communication of images of family fun and time together would need to get out to the public which would be what the budget is used for.

            If Hardees or Carl's Jr. wanted to compete with McDonald's they would have to find an item that McDonald's has not touched on which would compete well with the family idea. What is a emotion that people some people have that they like better than the idea of family and how can we use it to advertise our company in  a positive and effective way? If they asked themselves this question then they could do the proper research to figure out which method would serve them most appropriately.

Persuaders Video

What are some things that you learned about advertising after watching this video? 

           In this video i learned that advertising is everywhere and is cluttered in a way that causes a constant battle involving the problem of - the more a company advertises it's name, the more its going to have to keep advertising even more. 

            I also learned that a brand needs to touch the viewer emotionally.  If a company can touch the viewer in a way that reaches their heart rather than their head, it could be a better solution, but also is another marketing risk.

           Marketing risks became very evident to me as i was watching this video. Where one idea could seem like it could work really well, it could fail in other areas which makes it a big risk to try and pull off.  Like in the segment about Song, their approach at touching the emotional side of the viewer is a risk because they could lose some of their credibility as an airline by not showing the information and facts about the airline in general. Although, if it does work it could be a great marketing decision and serve them well. So this is the risk in marketing and advertising decisions.

           The segment about advertising in television shows was interesting because it didn't occur to me how much this can affect the viewer.  If a company can play a role in a movie or television show the viewer is being turned on to a product, company, or label without even really noticing. 

What are some of the main problems that plagues contemporary advertising? 

           One of the problems in contemporary advertising is clutter. Like i mentioned before, the more advertising there is, the more need there is for continuing advertising to stay in the viewers attention. Another problem, that i mentioned before is the risk of advertising decisions that we make. A good idea could also be a risky idea when  looking at it in a different area. The method that is chosen to advertise the product must be researched and studied a great deal before making the decision final. 

What are some of the ethical concerns about advertising that we need to be aware off?

            We have to worry about the morality of what we are putting out there. The term "sex sells" is very popular these days, and is also a perfect example of what we need to watch out for. Looking at the ethics as a philosophy of morality is very important in advertising to know how to reach people's emotions and reach them in a tasteful way. Viewer's are all different and have different ways of viewing a product and this exactly what we need to be aware of. What is a way that we can reach the viewer's emotions in a general way that can reach out to everyone and please them all rather than reach only one demographic. 

Homework 2 - Product Description

CLEAR AMERICAN

When i think about this product i instantly think of:

• Text Quality
• Clean
• Natural
• Monochromatic
• Transparent

Being a graphic designer myself, i know how much of an impact that the kind of text one uses for there product design has on the consumer's outlook on the product.  When i saw the text on this product i instantly thought of the word "clean." Since the font is very basic and simple it has a clean, non-messy feel to the label. When sticking to this clean, simple feel it is also good to stick to one or two colors or go transparent just like this product did.  The monochromatic design on these bottles is a good way to stay simple and distinguish the flavors from each other by color. Also, with the transparency of the bottle and the label it allows you to see into the liquid in the bottle which is also clear and just gives the consumer that overall feeling of "clean." With the image of the fruit related to the flavor of each bottle on the front of the bottle it gives you a "natural" feel which goes well with the "clean" feel. I think that overall Clear American does a great job of getting their clean, natural, simple message across and definitely convinced me to buy their product.

Dorito Ninja Commercial - 2010

This ad appeals to me because i strongly believe in the idea that an ad has to capture your attention with a lot of action and comedy. This ad catches your attention by having an interesting plot. The man is enjoying the Doritos and when his friend tells him about how Tim is crazy about Doritos the viewer is drawn in, wanting to know what is going to happen next. Next, with the action of Tim throwing a Dorito like a ninja star into one of the guy's neck it draws the viewer in even more since  they are wanting to know what is going to happen to the next guy. Now after this happens you get to actually see Tim. This is where most of the comedy comes into play and also is the climax of the commercial, therefore keeping your attention throughout the whole commercial just like a movie would. Other commercials do not focus as much on a plot which inhibits them from keeping the viewer's attention.

Another part of the appeal, that Doritos captures, is the actual interest in the viewer wanting to buy the product.  They first catch this appeal with the two men enjoying the Doritos by eating them. Secondly, they show how much Tim loves Doritos which subliminally tells the viewer that they MUST HAVE DORITOS, and it is a product that is very much desired.

It is the kind of thinking and talent in a production team that helps a company keep control over their audience and keep them coming back. A commercial that sticks in the viewer's mind, makes them want to talk about it with their friends, and maybe even makes them want to watch it again for enjoyment is the perfect way for a company to stay in the minds of their consumers.


http://www.youtube.com/watch?v=9bRSM4EbLFw