P3 - Explain the role of advertising agencies in the development of a successful promotional campaign. Section 1 Within this task I will explain the role of advertising agencies and the services that they offer. The Marmite campaign, by DDB London, two TV ads which featured fictional political parties named the Love Party and the Hate Party, each either praising or attacking Marmite in a continuation of the brand's ongoing 'Love it or hate it' positioning. DDB had also worked on a campaign for John Lewis in the past for the Christmas advertisements. The ‘Love it and Hate it’ campaign included radio, TV, poster and press ads in 2010 which as the above-the-line campaign.
Whether many would prefer to admit or not, advertising has changed society- modifying the way Americans think and act in today's day and age, though not entirely for the better. Over the years, the wants and luxuries of Americans have progressively changed into their "needs", caused by the numerous persuasive advertisements that convince the viewers that their life would drastically improve if only they had the said product. As Sesana states, "they create unfulfilled desires... to buy products we don't need", referring to the strategies used by advertisers to create a driving want to self-indulge for the customers (Source F). Separate groups are targeted in different ways in order to appeal to the different wants of each group, thus making the want that much stronger (Source H). These tactics summon a sense of need that, in turn, cause people to believe whole-heartedly that the product is a necessity, however, in reality, it is merely a luxury.
1. According to Introducing Communication Theory (2010), what is the definition of communication? What does communication mean to you personally? Provide an example. 2.
Explain some of the interpersonal interaction you would use in your setting: how you would use it, who with and why, how can it help communication be effective. Explain communication and language needs and preferences: choose some: what are they, when and who with would you use it and why, how can it help communication be effective. Reference your work. If it is a leaflet/poster add some
These could include fountains of youth, treasures and endless venison. Up until the late nineteenth and early twentieth centuries advertising was generally used in a reflective and educative manner. That is, an advertisement was used primarily to make the target audience reflect on the product or service, not necessarily to change their minds up front. After this point advertising changed entirely into a fashion by which advertisers sought to persuade their customers with “styles”. This may have been caused by a cultural change in consumers or just a change in perception of advertising.
McDonald’s: Build your own burger – social co-creation as recipe for success McDonald’s in the Netherlands was being threatened by the increase of similar fast-food restaurants along with low emotionally involved consumers that were affecting their overall brand image. The consumer decision-making process is very complex; there are a number of various ‘factors affecting each and every purchase decision’ as stated by Nayeem and Casidy (Nayeem & Casidy, 2015). This report will explain how McDonald’s strategy has improved brand closeness with their current consumers whilst simultaneously generating sales. Question 1 Different people have different perceptions and value towards products; involvement theory looks into the level of personal relevance between a product and the consumer, understanding what influences their purchase decision and the amount of resources they are willing to dedicate during the process. Jaeger and Macfie (Jaeger & MacFie, 2010) states, ‘if a product is personally relevant to consumers, they are more likely to become involved in gathering information about the product and with the product itself’, this level of involvement is measured as high or low.
Stages of the Product Life Cycle The product life cycle describes the stages a new product idea goes through. The product life cycle is divided into four major stages: (1) market introduction, (2) market growth, (3) market maturity and (4) sales decline (Perreault, Cannon, & McCarthy, 2011). This is the pace which The Family Café will move through the product life cycle: • Market introduction: The market introduction will be a little slow until customers are aware Kohl’s Department Store has The Family Café. Customers will be Kohl’s biggest advertising, but Kohl’s will add the opening of the café to television commercials, newspaper ads, and send announcement emails. There will also be signs and advertisements in-store
Third, the company must develop overall logos, or purpose to show the audience their intentions. These are the three basic steps to developing a commercial into a persuasive argument. In the mix the company must also have a specific message to convey (maybe more than one), a claim (usually stated as “buy our product!”), a warrant (an underlying claim that unifies the audience), and many different pieces of evidence such as examples and imagery to help alter the emotional state of the audience. The 2011 Super bowl commercial for Chrysler and the 2012 Super bowl commercial for Chrysler are great examples showing how the company was able to take a flawed persuasive car commercial and develop into one of the strongest commercials developed by using the elements of ethos, pathos and logos. Pathos is the audience and how the rhetor, or in this case the company, “appeal to human emotion” (246) and “emotions can also move people to action” (250).
The ad agency WPP PLC’s Ogilvy & Mather made the commercial for Nationwide and they have made many other advertisements for several major companies such as coca cola, and Volkswagen. The past commercials would leave people to believe that the advertisement company makes common commercials that you see every day on the television. However, the “Make Safe Happen” commercial is one of the most controversial commercials, and that is what Nationwide Insurance aimed for. A statement released by Nationwide was made to further support the fact that the company knew what they were doing all
In this article I found it interesting how the author makes an effort to do something society seems to have a love affair with which is find reasons within a person or company to try to tear it down after that person or company has made so much progress for the improvement of people's lives or society's expectations. The author Zach Epstein points to comments made by a former Apple engineering manager Dan Crown, on how he feels that the best days of Apple are behind them due to; 1. Conflicts with the maps application 2. A change is executives in the retail store and senior VP of the iOS software 3. The ongoing conflict with Google & other competitors.