Married to the Mob
Married to the Mob is a new female street apparel line that is inspired by strong empower young women. The brand founder Leah is a woman from New York that felt a gap in the market for female street brands. It is more than a clothing line it is a lifestyle that represents strong street savvy women.
Core Identity:
Product Thrust: Street Inspired Apparel. Most of the design is influence from the culture that surrounds New York parties, clubs and secret hang outs.
User Profile: Females age 15-25 who are fashion forward and heavy involved in their subcultures
Mission: To stay true to the consumers and continue to creative innovate design that represent the cultures they love.
Enhancing lives/catering to: Young women that are out spoken and edgy
Extended identity:
§ Brand Personality: Fun, Exciting, Edgy, Sexy, Bold and Original.
§ Basis for relationship: Being associated with the edgy bad ass female crowd that are
§ Sub Brands: MOB shoes
§ Logo: Kiss print and MOB
§ Endorsers: Up and coming female D.J’s, singers, rappers and artist
Monday, December 8, 2008
Britney Spears
Over the past couple of years the world has watched Britney Sear life sprawl out of control. The fans watched as their pop Idol shaved her head and police swarmed her L.A home where she refused to release her two sons back to their father. They watched in disbelief as the all American southern belle roused to super stardom and fell from the top to become a lost and sick woman. Today Britney is trying to publicly get her life back on track and be seen as the driven productive mom/ star. Here are a few public relations suggestion I would make if I was in charge of her PR. As head of her PR I would be responsible for changing her image for negative fall from grace pop idol to a return triumph real relatable pop icon.
Sponsorship: She would create several nonprofit organizations that would raise money and awareness to the effect depression has in young women and teens. Her organization would s sponsor event in high raise communities that would show vital coping skills that would be instrumental to handling and dealing with day to day pressures that lead to depression. She would also team up with Dove Real Beauty organization that strives to help young women and girl to regain self esteems and see the real beauty within their selves.
Media: She would make guest appearance on sitcoms that catered to her adult fans on show such as Greys Anatomy. I would also have her and her son’s guest appear on Sesame Street Place and Blues clues. I would also suggestion that she appear on Oprah, Ellen and Saturday Night Live. We would search for dramatic movie were main actress had to overcome a divesting battle to reach her ultimate happiness. Lastly the Pop icon would make a documentary where she would be able to give her point of view on her raise to the top in and fall to rock bottom. The documentary would also feature her struggle back to the top and overcoming her own personal demons.
Through this event viewers will see Britney Spears as not an icon but a real woman that has real issue and has fought to overcome obstacles. She will have gained her old fans back and earn respect for the mass for her ability to so open and honest to the public.
Sponsorship: She would create several nonprofit organizations that would raise money and awareness to the effect depression has in young women and teens. Her organization would s sponsor event in high raise communities that would show vital coping skills that would be instrumental to handling and dealing with day to day pressures that lead to depression. She would also team up with Dove Real Beauty organization that strives to help young women and girl to regain self esteems and see the real beauty within their selves.
Media: She would make guest appearance on sitcoms that catered to her adult fans on show such as Greys Anatomy. I would also have her and her son’s guest appear on Sesame Street Place and Blues clues. I would also suggestion that she appear on Oprah, Ellen and Saturday Night Live. We would search for dramatic movie were main actress had to overcome a divesting battle to reach her ultimate happiness. Lastly the Pop icon would make a documentary where she would be able to give her point of view on her raise to the top in and fall to rock bottom. The documentary would also feature her struggle back to the top and overcoming her own personal demons.
Through this event viewers will see Britney Spears as not an icon but a real woman that has real issue and has fought to overcome obstacles. She will have gained her old fans back and earn respect for the mass for her ability to so open and honest to the public.
Super Bowl Ads and the Media Planning and Buying
Super Bowl to the Advertising World is as big a deal to them as the two teams that made the game. Many firms plan all year around for the event. The Super Bowl is the most watched event of the year by men; some people solely watch the event for the new commercials. Many companies plan to spend a large portion of their budget to come up with an innovative way to catch their target market attention. The target audience that watches the event are men that are avid sport lover most are the idea guys who love all thing that represent American view of masculinity. The Super Bowl has been desired as the third or fourth biggest Holiday that Americans celebrate.
The Super Bowl is one of the only spectaculars left that can be considered mass television with over 90 million viewers tuned annually during late January early February. The event is one of the only outlets that advertisers have to reach such a large audience with in a single program; it is also why Networks can charge outrageous prices for 30 second commercials. In 2005 companies paid on average 2.5 million and by 2009 the price will have increased largely.
The Super Bowl is one of the only spectaculars left that can be considered mass television with over 90 million viewers tuned annually during late January early February. The event is one of the only outlets that advertisers have to reach such a large audience with in a single program; it is also why Networks can charge outrageous prices for 30 second commercials. In 2005 companies paid on average 2.5 million and by 2009 the price will have increased largely.
Whats Next
With the communication avenues being so ridiculously over saturated by marketers trying to persuade consumers to buy the latest merchandise or donate to a worthy charity and sell personal goods, but how are we going to be reached in five, ten, fifteen years from now? What is the next big thing to come out of the world of Advertising? Will our brains even be aware of the methods of ads or will it become lost in clutter?
I think in the future there will be more advertising done by the consumers subliminally. There are a few companies oversea such as W4 and Lendorff Kaywa that have found a new and innovative way to gain customers attention through the unique design that are encoded within the appeal. They produce clothing called “techfashioins” they come with barcode design in the garments. The barcode allow viewers and customer to scan the code with their phone to find about information about the garments. Some allow them to link to a website. With applications like Shop Savvy and Compare Everywhere that allow customers to scan barcode, I believe that this idea has the ability to be the next big thing in fashion in the next time five to ten years. This would be a drastic change from early years when customers were walking billboards with companies displaying tons of logos all over the appeal. The new way would be for companies to allow customers to be totally inactive with each other and the brand. Advertisers could encode the barcode so when customers scan information about the brand and similar brand appear. They could also use data storing to send them information about like brands.
I think in the future there will be more advertising done by the consumers subliminally. There are a few companies oversea such as W4 and Lendorff Kaywa that have found a new and innovative way to gain customers attention through the unique design that are encoded within the appeal. They produce clothing called “techfashioins” they come with barcode design in the garments. The barcode allow viewers and customer to scan the code with their phone to find about information about the garments. Some allow them to link to a website. With applications like Shop Savvy and Compare Everywhere that allow customers to scan barcode, I believe that this idea has the ability to be the next big thing in fashion in the next time five to ten years. This would be a drastic change from early years when customers were walking billboards with companies displaying tons of logos all over the appeal. The new way would be for companies to allow customers to be totally inactive with each other and the brand. Advertisers could encode the barcode so when customers scan information about the brand and similar brand appear. They could also use data storing to send them information about like brands.
Some Work Some Don't
With so many advertisers constantly trying to persuade consumers into purchasing, donating and consuming a variety of products many are left wondering what works and what doesn’t. For any form of advertisement to excel it has to be able to captivate the target audience attention by being relevant, relatable and unique to anything viewers have seen before. Advertisers need to be able to establish a level of trust in the products that they are selling to consumers, many oral products do this by saying dentists approved or recommended. I think one company that was able to set its self apart from the pack and weed through the clutter was Hewlett-Packard Development Company (H.P).
http://www.youtube.com/watch?v=kdpwpW4vSoY
http://www.youtube.com/watch?v=fsE0g-8CDQo
http://www.youtube.com/watch?v=MlSGJGHJEpI&feature=related
The H.P ad were new, relevant and relatable, they target a new audience with a product that they could effectively use. The company created an ad campaign that targeted to a younger generation that were always searching for information to be socially aware, This target market felt that customizing was a major feature in modern technology. During this time computer ads were targeted at the head of household as a family purchase the young adult audience was not being targeted. Computer were marketed to consumers as safe dependable technology, most didn’t highlight any mass appeal. The commercials featured celebrities, that talked about items that make the computer personal. The celebrities that were in the ads were so significant to viewers that all that was feature were their torso and voices.
http://www.youtube.com/watch?v=UdpkdcvGAaA
http://www.youtube.com/watch?v=_wtYiGgM4OY&feature=related
Another ad campaign that was successful was Macy “The Magic of Macy”. The commercials featured the celebrities that brands were carried in the department store. Before the commercials aired Macys had become forgot about by consumers, it was losing sales due to the appeal to fashionable cooler specialty stores and boutiques. The commercials made the department store relevant again. The superstars that were put in the commercials covered a broad basis and were current and important to the target consumers and future consumers.
When I think about ads that were unsuccessful the first two that come to mind are McDonalds “cha cha slide” and Burger King’s “wake up to the king commercials.” The McDonalds concept for the commercials was no longer relevant the “cha cha slide” fad was dying down. Another issue with the ads were that the target market was not clearly defined. In my opinion the Burger King ads failed because they lacked importance. They also left the viewer confused. The company did not make a clear understandable message to a defined market
http://www.youtube.com/watch?v=kdpwpW4vSoY
http://www.youtube.com/watch?v=fsE0g-8CDQo
http://www.youtube.com/watch?v=MlSGJGHJEpI&feature=related
The H.P ad were new, relevant and relatable, they target a new audience with a product that they could effectively use. The company created an ad campaign that targeted to a younger generation that were always searching for information to be socially aware, This target market felt that customizing was a major feature in modern technology. During this time computer ads were targeted at the head of household as a family purchase the young adult audience was not being targeted. Computer were marketed to consumers as safe dependable technology, most didn’t highlight any mass appeal. The commercials featured celebrities, that talked about items that make the computer personal. The celebrities that were in the ads were so significant to viewers that all that was feature were their torso and voices.
http://www.youtube.com/watch?v=UdpkdcvGAaA
http://www.youtube.com/watch?v=_wtYiGgM4OY&feature=related
Another ad campaign that was successful was Macy “The Magic of Macy”. The commercials featured the celebrities that brands were carried in the department store. Before the commercials aired Macys had become forgot about by consumers, it was losing sales due to the appeal to fashionable cooler specialty stores and boutiques. The commercials made the department store relevant again. The superstars that were put in the commercials covered a broad basis and were current and important to the target consumers and future consumers.
When I think about ads that were unsuccessful the first two that come to mind are McDonalds “cha cha slide” and Burger King’s “wake up to the king commercials.” The McDonalds concept for the commercials was no longer relevant the “cha cha slide” fad was dying down. Another issue with the ads were that the target market was not clearly defined. In my opinion the Burger King ads failed because they lacked importance. They also left the viewer confused. The company did not make a clear understandable message to a defined market
Tuesday, October 28, 2008
Dove Pro -age
This is how I believe that Dove Pro age creative Brief Template was similar to.
Date: December 2006
Project: Beauty comes of Age
Project Champion: Real Beauty
Background:
Since 2004 and Dove has started a campaign for Real Beauty. This campaign strives to change global views of what beauty is. Dove wants every woman to feel beautiful in the skin she is in. The brands has committed to using real women of various shape, race and size rather than professional models in their advertising. The company has decides to launch the third phase of the Real Beauty campaign that highlight older women.
The Audience:
The primary Audience that the campaign is trying to focus on is women ages 50 to 64 that are confident in their bodies. They want society to change its views on the way they classify beauty. When addressing this audience avoid referring to stereotypically ideas beauty. Also avoid highlight aging as a negative process that should be changed. These consumers believe that they are gorgeous in their own skin and do not seek products that make them appear younger. A secondary audience is women ages 50 plus that are unsure if they are attractive after years of aging. These women are undecided if they want to conform to the images that society defines as beautiful.
Objectives:
The objective that we are trying to achieve is to create a new definition of what beauty truly. Also that aging is not a bad thing. The products should be positioned to promote the changes that come along with aging because older is beauty.
The Message:
If I could get on sentence through all the clutter it would say: That your wrinkles, age spots, grey hairs and all is what make you beautiful. I would prove this statement by creating ads that represent these real women. I would have real women in this ad campaign not models. Another major point that I should be communicated to this audience is that age and weight do not describe beauty.
The medium:
The best way to reach this audience is through television. Another great outlet to reach the target market is through print ads. These ads will be the third phase in Dove Real Beauty campaign. This piece will follow the same basic format that the previous two campaigns had. These ads will keep delivering the ideal that beauty exists at all ages, weights, race, and social class.
The deadline:
The deadline should be in time for the spring line up.
Date: December 2006
Project: Beauty comes of Age
Project Champion: Real Beauty
Background:
Since 2004 and Dove has started a campaign for Real Beauty. This campaign strives to change global views of what beauty is. Dove wants every woman to feel beautiful in the skin she is in. The brands has committed to using real women of various shape, race and size rather than professional models in their advertising. The company has decides to launch the third phase of the Real Beauty campaign that highlight older women.
The Audience:
The primary Audience that the campaign is trying to focus on is women ages 50 to 64 that are confident in their bodies. They want society to change its views on the way they classify beauty. When addressing this audience avoid referring to stereotypically ideas beauty. Also avoid highlight aging as a negative process that should be changed. These consumers believe that they are gorgeous in their own skin and do not seek products that make them appear younger. A secondary audience is women ages 50 plus that are unsure if they are attractive after years of aging. These women are undecided if they want to conform to the images that society defines as beautiful.
Objectives:
The objective that we are trying to achieve is to create a new definition of what beauty truly. Also that aging is not a bad thing. The products should be positioned to promote the changes that come along with aging because older is beauty.
The Message:
If I could get on sentence through all the clutter it would say: That your wrinkles, age spots, grey hairs and all is what make you beautiful. I would prove this statement by creating ads that represent these real women. I would have real women in this ad campaign not models. Another major point that I should be communicated to this audience is that age and weight do not describe beauty.
The medium:
The best way to reach this audience is through television. Another great outlet to reach the target market is through print ads. These ads will be the third phase in Dove Real Beauty campaign. This piece will follow the same basic format that the previous two campaigns had. These ads will keep delivering the ideal that beauty exists at all ages, weights, race, and social class.
The deadline:
The deadline should be in time for the spring line up.
Friday, October 3, 2008
Moving Billboards
There are so many ways that companies try to reach consumers. There are a variety of advertising methods that are used for example commercials, billboards, flyers and word of mouth. With numerous forms of ad’s constantly seen on a day to day basis how do products stand out. Advertisers have to find new and innovative ways to reach their target market. One of the most interesting avenues of marketing a product I believe are moving billboards inside of the subway.
Growing up in Washington D.C I have always used public transportation as my primary source of navigating my way around the city, along with the vast majority in the metropolitan area. By living in the city I became a accustomed to living a more fast pace life style, which cause me to pay little attention to flyers and billboard. It’s hard for advertisers to reach me I constantly see image of product that company are trying to sell me that do not have long lasting impressions. Until the summer I went back home to visit family, I was traveling on the metro and saw these quick images of for Target that were red and white bulls eye, dogs, home items, and makeup that appear to be moving with me. All of these images look like a thirty second silent commercial, it remind of the commercial the company already had on the air. This grabbed my attention because I have been traveling on the metro for years and had never seen anything like it. Later I found out they are called moving billboards and had been place in several metro tunnels between popular stops. I thought this is a great idea that companies used to reach their audience in big city that use mass form of transit.
Growing up in Washington D.C I have always used public transportation as my primary source of navigating my way around the city, along with the vast majority in the metropolitan area. By living in the city I became a accustomed to living a more fast pace life style, which cause me to pay little attention to flyers and billboard. It’s hard for advertisers to reach me I constantly see image of product that company are trying to sell me that do not have long lasting impressions. Until the summer I went back home to visit family, I was traveling on the metro and saw these quick images of for Target that were red and white bulls eye, dogs, home items, and makeup that appear to be moving with me. All of these images look like a thirty second silent commercial, it remind of the commercial the company already had on the air. This grabbed my attention because I have been traveling on the metro for years and had never seen anything like it. Later I found out they are called moving billboards and had been place in several metro tunnels between popular stops. I thought this is a great idea that companies used to reach their audience in big city that use mass form of transit.
Friday, September 26, 2008
Never Say Impossible
Flat Earth
Flat Earth is a relatively new brand of chips that are making the impossible possible, by guarantee with every ounce of tasty chips comes a half serving of fruits or veggies. They have position themselves in the market as the health and delicious chips. Their target market is similar to V8 juice, health conscious consumers. Consumers that don't like to eat their fruits and veggies but understand the importunate of nutrient. Also parents that can't get their children to consume their daily dose on fruits and veggies.
I think that the market they are selecting is very beneficial to the company. I believe that their consumer will grow with the company and remain brand loyal. I think that the consumer parents will play a strong role in growth of the brand because their children will be raised on these chip and are more likely to stay eating these them when they leave the house. I cannot totally agree first hand with the brand has position because I have never tasted the chip but I have hear from family and friends that they actually tasted good. My sister -in law who is a mother of three and health eater loves the chips taste. She gives them to my six year of nephew who refuses to eat his veggie because of the taste but will eat the chips with no hassle.
I don’t think that the commercials are effetely reaching the company’s target market. The commercials are just plain weird, they are not grabbing any one attention. The atmosphere of the commercial is very dull which make me think of bland. Which could be negatively viewed because a lot of consumers associate healthy food with nasty or food with no taste. The idea that the company is doing something invocated is begin completely missed because the commercial has noting that is grabbing your attention. I think that when the pig walks in that the actress should be more shock and surprised this would gain the audience attention. I also think that the main focus shouldn’t be on the pig rather the chip and the great taste.
If the company wants to expand its target market to college students they should position themselves as the fun easy responsible smart chip. They should have advertisement where young people are at social gathering eat the chip. Have student give out sample on campuses, so that they can taste the chips. They should also have the brand on campuses food place. They could come up with a brand just for college student and have name like the future lawyer or future doctor. They could also market themselves as the healthy junk food, junk food that achiever eat. Have commercials were you have a student cramming for a test eating Flat Land chips and ten later he is a successful lawyer while the roommate was studying for the test sacking on cookie and gummy bears and ten year later lives at home with his parents and is overweight.
Friday, September 12, 2008
Ethics in Advertising
What role does Ethics play in Advertising? Is it advertisers responsibility to be aware of unwritten boundaries?
I believe that at the time, advertising plays on a fine line between what is ethical and what is not, especially when it comes to children products. In one of my classes we learned about the nagging effect. This is a tactic that many advertising companies use to instill in kids the constant request for their product. The advertisers are using the children to manipulate their parents who are in the end the buyers. I strongly disagree with major advertising companies targeting young children's psyche with the help of psychologists. This totally crosses the line, children have not experienced enough to differentiate between fact and fiction and to manipulate their young minds is at the least unethical and border line immoral.
I believe that at the time, advertising plays on a fine line between what is ethical and what is not, especially when it comes to children products. In one of my classes we learned about the nagging effect. This is a tactic that many advertising companies use to instill in kids the constant request for their product. The advertisers are using the children to manipulate their parents who are in the end the buyers. I strongly disagree with major advertising companies targeting young children's psyche with the help of psychologists. This totally crosses the line, children have not experienced enough to differentiate between fact and fiction and to manipulate their young minds is at the least unethical and border line immoral.
Thursday, August 28, 2008
In today's ever growing society people are constantly bombarded with images from television commercials, print ads, and radio ads, promising the customer a product that is going to elevate their lifestyle. Chances are, that the majority of the advertising you see on a day to day basis are from these top ten...
1. J. Walter Thompson
2. Leo Burnett Worldwide
3. McCann Erickson Worldwide
4. BBDO Worldwide
5. Grey Worldwide
6. DDB Worldwide
7. Ogilvy & Mather Worldwide
8. Foote, Cone & Belding Worldwide
9. Y&R Advertising
10. Publicis Worldwide
Some of the advertising commercials that grabbed my attention were :
The McCann Erickson Agency. This agency has a commercial out for Verizon called the Maternity Ward aim at hockey fan. The ad quickly grabbed my attention because I'm guessing it's what a real hockey fan dad would love to do. My second favorite ad was from The Grey World Agency they did an excellent job connecting with women. Viewers are more likely to donate to Pantene's charity. They watched as a daughter cut all her baby doll hair and put then in a box for her mom who has lost her hair due to her battle with cancer. The mother's face is filled with pain , sadness, and it's guaranteed to make viewers want to help. I also liked the ad they did for E-Trader. This commercial makes the company seem easy to use that a baby could it. The baby is very likable, which in return, makes the ad grab your attention.
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