Archive | August, 2010

BLOG POST #1: Campaign Planning

30 Aug

This week, your reading and class discussion will address the planning and strategy behind an ad campaign.  Therefore, this blog post will do the same.  You will be looking at a current and ongoing ad campaign and analyzing the strategy behind it.

Geico is a company that has created several successful ad campaigns.  They have also been able to develop and simultaneously sustain several different creative concepts.  This is a difficult feat and Geico has performed it well for years.  Their newest effort is the “Rhetorical Questions” campaign.  The campaign launched late in 2009 with several short TV spots, some of which can be found here.  A newer example can be found here.

For your post, you will need to comment on the strategy you see in the campaign.  Following are some thinking points.  These points are intended to help focus your thinking and to prompt you if you’re having some trouble coming up with some comments.  You do not need to answer all, or any, of the points in your post.

  • What are the objectives of the campaign? Do the ads successfully accomplish those objectives?
  • Who is the target market for these ads? Consumers? Customers? What are some demographic, psychographic or behavioral variables that these ads target?
  • What is the creative idea or concept behind these ads? Is it appropriate?  Does it work?
  • This campaign primarily utilizes television.  Is this an appropriate media strategy?  What other media, if any, might also be effective?
  • What were your initial reactions to these ads? What do they say about the strategy behind the ads?

Remember that your post must have a minimum of 150 words and be timestamped by midnight Thursday. Also feel free to find inspiration in the other students’ posts.  Just give those students credit in your post.  Please e-mail me with any questions.  Happy blogging!



16 Aug

Welcome to the class blog for Principles of Advertising. It is here that you will be posting your weekly comments. Each week you will have to write at least 150 words about the posted topic. I anticipate topics being based upon a current happening in the advertising industry, current consumer research, or a current ad campaign. Before you post your response, you may be required to either read a short article, watch a short video, or do a little bit of your own research on a topic. There will be questions included to guide your thinking and to help you frame your post.

To post your response, just click on the Leave a Comment link below. Please be sure to put your full name at the beginning or end of your post. As always, should you have any questions about the topic while you are working on your post, please feel free to e-mail me.