This will include a SWOT analysis and a synopsis of the most competitive brands vying for market share with Fitbit Ultra. Analyzing the target markets and their potential for best customer impact is explored as well. The report will explore branding and services regarding the Fitbit Ultra and the website Fitbit.com. Pricing is a vital component of any market report, so details will be presented with promotional information followed by marketing potential. Concluding information and recommendations will summarize the outcome of this research project on the Fitbit Ultra.
RESEARCH PAPER Emma Oganesian METAPHOR IN ENGLISH ADVERTISING ABSTRACT The article dwells on the problem of use of metaphors in English advertising. Particularly the theory of conceptual metaphor is used for the study of metaphors in the promotional material as one viewing metaphor as a means of thinking. The choice is justified both theoretically and practically. Besides, the article includes examples of cognitive analysis of ways of metaphorical representation of certain phenomena, notions and objects in English advertising sphere. Results of the analysis obtained in the research paper support the proposed idea that metaphors can manipulate on the public.
By looking at the different themes, images, and messages that are used in the ads, we can make the connection between Freud’s theory of dreams as wish fulfillment and advertisements in magazines or on television. When trying to examine an association between Freud’s psychoanalytic methods and modern advertising, we have to be comfortable with the fact that our dreams that the mind creates are very similar to the ads we see in a magazine. People dream about things that are not yet obtained, or of how they wish to be viewed in life. Dreams are something that people want to strive for, and if we look at it like that, advertisements attempt to mirror these dreams to create the same effect on people’s minds to strive for whatever they see. A strong example of modern advertising
In advertising, different creative strategies are used in order to obtain consumer attention and provoke shoppers to purchase or use a specific product. Advertisers use different ways of thinking to create catchy slogans that capture consumer attention. Creative strategies promote publicity, public relations, personal selling and sales promotion. These ways of thinking are divided into three basic descriptions: Weak strategies, mid-strength strategies and strong strategies. The strategies labeled "strong, mid-strength, and weak are generic phrases used in the text books referenced below to help students understand the intensity of each different type of advertising strategy.
Rubavicius, a professor of philosophy and culture says that advertisement is multidimensional, cultural business, which is not only creating its own goods, but also seeds social values, specific point of view and ways of consumer behavior. Metaphor and advertisment can not be separated for the reason to manipulate on the public which is expected to be the client. This analysis will show what exactly is a metaphor and what functions it implies. It also shows the main psychoanalitics or scientists who had made big influence on defining metaphor, its kinds and using them in a daily life. 2.
"The language of advertising" In order to be successful, an advert should not only be seen (or heard - depending on your target market etc), catch and hold your attention, and should not only inform, but it should persuade or influence people along a certain course of action, or to purchase the commodity being advertised. The process may be briefly and simply summarised by the AIDCA formula as described by Friedrich Lund: 1. Catching, focusing and diverting Attention to a particular message; 2. developing Interest in the product, ie a wish to find out more; 3. creating a Desire for the product (ie the benefit the product will accrue); and a 4. Conviction that replaces desire, with a belief in the necessity to possess the product; 5. Action: eg visit the showroom (class notes and lecture: 04/11/03).
CHAPTER - I INTRODUCTION INTRODUCTION Branding is a strategy that is used for marketers. Piction and Broderick (2001) describe branding as a strategy to differentiate products and companies, and to build economic value for both the consumer and the branch owner. It analyze market and competitive landscape and identify comparative strengths and weaknesses to determine the positioning approach that’s right. A branding strategy is an important component of any positioning strategy. It helps to establishment the branch recognition that needs to stand out from competition.
The paper also has aimed to show the Systemic linguistics (Halliday, 1985) which are employed in Marlboro and Djarum advertisement. Halliday’s three major functions: an ideational or content-bearing function; an interpersonal function, which signals the writer’s attitude function; and a textual function,which enables the creation of the text appear in these advertisement as a strategies of companies to gain the attention of audiences. The expectations and norms of discourse communities or communities of practice (cultural and disciplinary), of course, may shape these situational expectations and practices (Connor, 2004). A very powerful depiction of cowboys in the past is considered excellent by the people in The US and make people interested and Marlboro advertising messages delivered through the media have great power to shape behavior, views or actions of the audience. And based on the theory of Modernism, Morris (2005), the mindset of Indonesian about the Western, inflence Djarum to make people interested in the advertisement by adding the Western elements (skydiving and sand-boarding) in their advertisement.
1) The Rossiter-Percy-Bellman (R-P-B) grid can be used to help identify appropriate creative tactics for advertising. What brand awareness objective(s) is/are most appropriate for Google in its category or categories? Discuss. Which quadrant of the R-P-B grid is most relevant to Google in terms of brand preference? What creative tactics would you recommend for Google advertising?