BLOG POSTS 11 AND 12

29 Nov

There will be no such thing.

The last two blog posts are cancelled.

Use the extra time to work on your projects.

BLOG POST #10: Out-of-Home

15 Nov

As you are walking around campus or driving around Cincinnati this week, pay a bit more attention to the different out-of-home ads that you pass by. Which ads caught your attention?  Which were lame? Which were awesome? Which did you feel were ineffective? How much did you feel that location played a part in an ad’s success?

Share your findings and observations in your comments.

BLOG POST #9: Broadcasting (w/ link to new ad)

8 Nov

 

I don’t know about you, but peanuts are one of my favorite snacks.  I was intrigued to see that Planters is revamping Mr. Peanut.  He is one of their iconic characters, quietly accompanying the peanuts he represented.  However, it appears that the Mr. Peanut we all know is not good enough.  Folks at Planters felt that he nee

ded a makeover to appeal to contemporary consumers.

In his weekly column, Stuart Elliott detailed the creative strategy behind the change in Mr. Peanut. What are your thoughts on this?  Is Robert Downey, Jr. a good voice for Mr. Peanut?  Does Mr. Peanut need his sidekick?  What are the benefits and drawbacks of animating the silent, yellow, monocled peanut?

Secondly, what do you think of the new TV ad from an execution perspective?  Does the new ad effectively utilize television?  Was animation a wise choice?  How does the new ad compare to other Planters’ TV ads (see Ad #1, Ad #2, and Ad #3.  Feel free to click around and watch more)?


BLOG POST #8: Traditional Media

1 Nov

Who doesn’t like a discount or, even better, free stuff? This is the basic marketing strategy behind coupons, one of the older forms of advertising. As free standing inserts in print media, coupons allow consumers to pick and choose which discounts they want. Likewise, those consumers who opt-in to receive electronic coupons are able to more targeted discounts. They don’t have to spend their Sundays with a pair of scissors and the newspaper circulars.

Despite the time constraint, Advertising Age reported that coupon clipping has had a growth spurt.  In particular, younger people are clipping coupons and seeking out more digital coupons as well.  As those younger people in the article, I am curious to see what you have to say about coupons.  Thinking points include:

  • As a marketing strategy, how effective are coupons?
  • As an advertising strategy, how effective are coupons?
  • Are digital coupons (via the Internet or mobile devices) more effective than print coupons?  Why or why not?
  • Do you use either print or digital coupons?  What draws you to them?  Or, what pushes you away?
  • How might coupons be more effectively used in the future?

BLOG POST #7: Creative Strategy and Concepting

25 Oct

Just one question for you to answer this week:

What is the creative strategy behind this TV spot?

 

BLOG POST #6: Advertising Industry

18 Oct

Essentially the advertising industry is the persuasion industry. Advertisers persuade consumers to buy certain products or services, or to take certain actions.  As you know, the industry is not without criticism. For better or worse, advertising shapes social norms and contributes to economic systems.

We began to talk about this idea a few weeks ago and I’d like to continue that conversation this week. We’ve also touched on the ethics of advertising.  So, I am asking you think about them both in terms of the advertising industry as a whole.

Over the summer, I found an interesting blog post about persuasion. I would like you to read that blog post and discuss how it relates to the advertising industry.  Thinking points include:

  • When is advertising persuasion and when is it manipulation?
  • Does intent really matter when you’re trying to make people spend money?
  • Is there a difference beside advertising a product and asking consumers to engage in an action, such as volunteering time?
  • Can you draw a line in the sand, so to speak, that would delineate persuasive advertising from manipulative advertising?
  • Is it fair that there exists a multi-billion dollar persuasion industry?

NO POST THIS WEEK!

11 Oct

In celebration of fall break and your completed situation analyses, there is no blog post due this week!

Enjoy your weekend!