Advertising is an important part of our economy and plays a significant role in the mass media. In a fierce race to ensure that they outsell their competitors, companies are willing to pay large sums of money to reach audiences. In 2011, $496.9 billion was spent on advertising. By 2015, this figure is expected to reach $603.1 billion.
Audience is one of the key considerations when planning an advertising campaign. Companies cannot afford to spend millions of dollars on a poorly targeted advertising campaign.
Demographic is a word that advertisers use to describe a segment or slice of society. Generation Y, for example, consists of people born between 1980 and 2001. In advertising lingo, SINK stands for ‘Single Income, No Kids’ and DINK stands for ‘Double Income, No Kids’. An advertisement targeted at one demographic might not necessarily appeal to another and faces the risk of putting these audiences off the product.
One of the most important jobs of advertising is raising brand awareness and developing brand image. Our society is saturated with brands. Companies spend millions of dollars every year to ensure that consumers understand what their brand means.
Historically, brands emerged as a way for consumers to identify products that were safe and reliable. The American Marketing Association defines a brand as a “name, term, design, symbol or any other feature that identifies one seller’s good or service as distinct from those of other sellers”.
“I define ‘brand’ differently,” says marketer Natalie Robinson. “I define a brand as a set of images and associations that live in the hearts and minds of consumers. A brand isn’t just a trademark, it’s a set of images and associations that are created by consumers. Marketers try to influence what those images and associations are, through advertising, sponsorship, packaging, product placement, sales promotions and choice of retailer.”
Brands live in the hearts and minds of consumers. It’s what they think and feel about a product.
Brand equity is a term that businesses use to describe how much their brand is worth. Businesses recognise that brand is an important and valuable part of their business. Large corporations invest millions of dollars every year in their brand, particularly in making sure that people recognise and remember it.
AWARD WINNING ADVERTISEMENTS
Every year, the Canne Lion Interational Festival of Creativity gives an award to the most innovative, distinctive and effective advertisement in the world. Winners from previous years are listed below.
MOUNTAIN (SONY, 2004)Created to promote the Playstation 2, this television commercial—which shows thousands of people scrambling over each other to form a mountain—was nominated for over forty awards. Sales of the Playstation 2 subsequently rose by three per cent.
HATE (HONDA, 2005)A delightful animated commercial comparing old engines to the new, whisper quiet, more environmentally friendly offering from Honda. Across the United Kingdom, sales of all Honda products increased by thirty five per cent following the release of the commercial.
NOITULOVE (GUINNESS, 2006)This advertisement for Guinness beer shows the evolution of humankind in reverse—implying that good things come to those who wait. Upon its launch, it received immense critical praise, winning over thirty awards.
EVOLUTION (DOVE, 2007)Dove Evolution was created by advertising agency Ogilvy and Mather. The seventy five second ad is a time lapse sequence showing an ordinary woman being transformed into a supermodel using the techniques and proceedures often employed by beauty magazines. The advertisement received significant praise and garnered numerous awards.
GORILLA (CADBURY, 2008)A gorilla. A drum kit. And the Phil Collins classic ‘In the air tonight’. It was a simple concept which led to a swag of awards and viral marketing success.
CAROUSEL (PHILIPS, 2009)Developed to promote a new range of televisions that have the same aspect ratio of cinema screens, this advertisement runs for two minutes and nineteen seconds as a camera tracks around a bank heist during which police clash with masked thieves.
THE MAN… (OLD SPICE, 2010)‘The Man Your Man Could Smell Like’, which was shot entirely in one take and with very few digital effects, became a viral marketing hit which had attracted more than thirty million views on YouTube by 2011. It was so famous that even Grover on Sesame Street parodied it.
WRITE THE FUTURE (NIKE, 2011)An elaborate commercial showing the high stakes of the soccer world cup.
Workbook Task 1
After reading through the text on the left, complete the following questions;
1. In your own words, what is a brand?
2. What does the word Demographic mean?
3. Briefly describe your favourite advertisement or advertising campaign. Why do you like it?
4. Write down a list of qualities that you think make a successful advertising campaign.
This term you will work with a group to produce an advertising campaign for a chosen product.
Identify a product that you wish to market
CAT 1: Print Advertisement - Due Week 5
Each student must create your own print advertisement which fits in with the agreed product and style as decided by the group.
Create a planning document which outlines the following (completed by each member of the group);
DOWNLOAD THIS PLANNING DOC
When your planning is complete:
Complete a reflection in the comments section under your post in Study Turf.
Workbook task 2
Appeals in advertising
1. In what way are each of these ads (to the right) appealing to the audience?
2. Who is the target audience for each ad? How do we know this?
3. Look at the two car advertisements. What is different about them?
4. What evidence in the two car ads is there to suggest that they are targeted to different audiences?
Workbook Task 3: Story Boarding
1. Search the internet to help clarify your understanding of storyboards; Write your responses in your workbook.
2. Download this app;
3. Complete a Storyboard of the opening sequence of the Iron Giant.
CAT 2: TV / YouTUBE Advertisement
Working with the same groups as the print task. Develop a plan for your television commercial.