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| www.funnyphotos.net.au |
Tuesday, September 21, 2010
S3 - BAD ADVERTISEMENT
Chanel.
The strategy of this advertisement is to inform consumers of the new range to be released in September.
I was only recently made aware of the fragrance and beauty boutiques located around Australia.
These boutiques are a new concept which take on the concept from Napoleon Perdis and other such beauty retailers who sell products in their own brand name boutiques. This concept is a great idea for Chanel, as it creates a new and more personalised buying experience. However, I am amazed that the only way I found out about this concept store was by visiting Chadstone and passing that particular store. Although I visit Chadstone quite often and pass the Chanel employees offering perfume samples, I was never made aware of what was around the corner.
Therefore, it seems as though Chanel focuses on advertising the brand name, rather than the products offered.
The distinction between prestige brands and non-prestige brands has been operationally defined in this paper as the distinction between brands exhibiting five perceived values, contingent on a particular socioeconomic framework.
1. The consumption of prestige brands is viewed as a signal of status and wealth, and whose price, expensive by normal standards, enhances the value of such a signal (perceived conspicuous value).
2. If virtually everyone owns a particular brand it is by definition not prestigious (perceived unique value).
3. The role-playing aspects and the social value of prestige brands can be instrumental in the decision to buy (perceived social value).
4. For a brand which satisfies an emotional desire such as a prestige brand, a product's subjective intangible benefits such as aesthetic appeal is clearly determining the brand selection (perceived hedonic value).
5. Prestige is derived partly from the technical superiority and the extreme care that takes place during the production process (Vigneron, Johnson, 1999).
Creativity: Chanel is an extremely well-known brand on a global scale. The label speaks for itself. Although the advertisement takes on an artistic form of black and white imagery, the advertisement lacks imagination. Although creativity in advertising is widely recognized as very important, the link between creativity and advertising effectiveness has not been extensively examined (Daniel, W 2005). Understandably, Chanel focuses on enhancing the brand name rather than the products offered.
Execution: The execution of the advertisement is where the problem lies. Employing a plus size model, only to cut out her body, will cause a stir regardless of the brand. The controversy was only enhanced due to Chanels' status and prestige. Maybe this was a clever tactic from Chanel to increase publicity, but when a brand is involved in controversy, it can damage the brands' reputation. Ultimately it was quite idiotic for Chanel to hire a plus size model if they were only going to show her face- they may have planned this before the photo was edited. The advertisement fails because it does not advertise any upcoming products for the new season, but only leverages controversy.
References:
Daniel, W 2005. Recall and persuasion: does creative advertising matter? Journal of Advertising. Thursday 22nd September 2005.
Johnson, L & Vigneron, F 1999. A Review and a Conceptual Framework of Prestige-Seeking Consumer Behaviour.
Academy of Marketing Science Review. Volume 1999 No.1.
S3 - GOOD ADVERTISEMENT
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| http://www.hydragroup.com/advertise_case_studies |
Snuggie.
Case study
OBJECTIVES:
Drive incremental sales by online acquisition
Expand brand awareness
CONTRIBUTIONS
Provided a turnkey online solution for this DRTV advertiser
Developed compelling creative to maximize conversions
Developed compelling creative to maximize conversions
Incorporated upsells into the online purchasing process
EFFECTIVENESS
Turned $20 advertised price into an $80 average order
Generated $5.8 MM in incremental revenuene
STRATEGY
Snuggie's strategy revolved around the concept of the product. The product is a blanket with sleeves. Most people would not be caught out in one of these, but clearly their results have proven otherwise. The campaigners clearly understood the joke behind the product, this is evident with the use of slapstick mockery to promote the Snuggie. The Snuggie is all about practicality. The company isn't trying to make the product something it isn't. In fact, the somewhat goofy look of the Snuggle has propelled viral marketing successes such as a customer-created Facebook page (Karrh, 2008).
CREATIVITY
Snuggie has adopted a jovial approach to advertising its products. This type of humour is essential for connecting with the audience, because consumers can relate to the emotion expressed. Humour is a popular component of creative strategies. It comes in a variety of types and creatives use it in a variety of ways. Research has not yet established how different audiences respond differently to different types of humor or whether individual characteristics, such as sense of humor, affect responses (Costlev, Galloway, Koslow, 2002).
APPEAL
Although a blanket, Snuggie has cleverly expressed the need for such a product. One: it saves you money because it provides physical warmth (which can reduce your heating bills), and it improves the quality of your life by bringing a sense of security and comfort (which, in these uncertain economic times, is much needed) (Gomez, 2010).
REFERENCES:
- Costlev. C, Galloway. G, Koslow. S 2002. Sense of humour and advertising: a funny thing happened on the way to the model. Advances in Consumer Research Volume 29, 2002. Pages 225-226
- Gomez, R. 2010. How the Snuggie Infomercial Can Teach You How to Get Hired. Workbloom, 2010. Sourced on September 18th 2010 from < http://workbloom.com/articles/job-search/how-snuggie-infomercial-can-teach-you-how-get-hired.aspx>
- Karrh, J. 2008. Why Snuggie sells. The Free Library, 2008. Sourced on 18th September 2010 from <http://www.thefreelibrary.com/Why+Snuggie+sells.-a0195831148>
Tuesday, September 7, 2010
S2- GLOBAL ADVERTISING
GLOBAL ADVERTISING
VISA
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| Source: www.gamequestdirect.com |
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| Advertisement: VISA Source: www.relax.com.sg |
VISA was clever to employ dancing Matt to advertise their product and services. Matt has a very interesting dance, with which he has taken around the world. Whilst filming, Matt was given the title “Dancing Matt.” This Youtube video generated copious amounts of interest and VISA were quick to jump on the bandwagon. Matt received payments from VISA to continue travelling the world and film his little dance. After watching the video, you will discover that this is not just a little dance. The way in which the locals interacted with Matt really connects the audience on an emotional level.
TRADE PRESS
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| Advertisement: VISA Source: http://www.smh.com.au/news/technology/web/dancing-matt-profits-from-youtube-jig/2008/12/01/1227979903083.html |
JOURNAL ARTICLE
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| JOURNAL ARTICLE Source: http://jiad.org/article10 |
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| Advertisement: NIKE Source: www.notaniche.com |
NIKE have been around for many, many years. It is no surprise that they developed a tagline “Just Do It.” This tagline has caused a stir with the public creating fake NIKE advertisement for Tiger Woods saying- Just Do It. The tagline sticks and seems to ignite motivation and inspiration. However, NIKE have taken the symbol and turned it into an icon that is recognised around the world.
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| Advertisement: McDonalds Source: www.adglitz.com |
Another top brand, McDonalds take advantage of many forms of media. It is no wonder, with ridiculous profits, that McDonalds advertising can be seen on the streets, in the cinemas, on the television, in the newspaper- in every corner you will be reminded of the Golden Arches. New companies face difficult decisions when it comes to advertising. Should they invest their money in advertising the company from the get go and perhaps face a loss if the product / service fails. Or wait until the product/ service has generated profit, to utilise a great media strategy like McDonalds? We know McDonalds is around the corner- so why bother advertising? Sustainability? New product knowledge? More profits??
S2- NOT FOR PROFIT ADVERTISING
NOT FOR PROFIT ADVERTISING
FOR THE LOVE OF HUMANITY - AUSTRALIAN RED CROSS
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| Source: www.jobseeker.org.au |
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| Advertisement: Australian Red Cross Source: www.campaignbrief.com |
TRADE PRESS
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| http://mumbrella.com.au/red-cross-toilet-seat-stunt-ad-wins-outdoor-awards-33027 |
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| http://www.bestadsontv.com/ad/31320/Australian-Red-Cross-Toilet-Seat |
JOURNAL ARTICLE
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| Source: www.parkyoung.com.au |
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| Source: www. edmontontemple.com |
S2- DIRECT ADVERTISING
DIRECT ADVERTISING
PROACTIVE
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| Advertisement: ProActive Source: www. proactiveskincare.org |
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| Advertisement: ProActive Source: www.forums.deltagoodrem.com |
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| Advertisement: Snuggie Source: https://www.snuggie.com.au/ |
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| Advertisement: Snuggie Source: https://www.snuggie.com.au/ |
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| Source: http://www.nytimes.com/2009/02/27/business/media/27adco.html |
S2- RETAIL
RETAIL ADVERTISING
COLES
When the GFC hit- marketers seemed to be the employees that suffered. After a while, companies began to realise the importance of marketing to distinguish its brand in such tough economic times. The marketing and advertising after the global financial crisis focused on value added products or services. Coles also adopted this strategy by employing a well-known Australian chef to endorse its products and create value. It began with recipe catalogues, which consumers were free to take home. These catalogues created recipes, which advertised Coles products and low prices. Then Coles took that one step further and employed Curtis Stone- celebrity chef. Curtis enhanced the Coles image and created recipes to feed 4 people for $10 or less. This was a great strategy to leverage the brand name and association. |
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Advertisement: Coles Source: www.markettomouth.blogspot.com |
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Advertisement: Coles Source: www.breadmilkeggs.com.au |
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| Advertisement: MYER Source: www.pmplimited.com.au |
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| Source: www.lasoo.com.au |
MYER and David Jones have similar marketing and advertising strategies. Whilst the catalogues display current products and prices, it fails to capture new age innovation. Time and time again these retailers have continued to produce the catalogues - perhaps the strategy needs an update. Wouldn't it be beneficial for the concessions in store to be able to advertise their own products via interactive or online catalogues. It would be great to see if MYER and David Jones could create an interactive platform where consumers or perhaps card members were able to express what they want to see more/ less of. Consumers want to know; why with so many specialist retailers, should we make MYER, MY store??
Journal article reference:
Journal article reference:
http://www.insideretailing.com.au/Latest/tabid/53/ID/649/Mistakes-in-Retail-Advertising.asp |
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