In February each year, one of the biggest sport events of the year in America takes place, the Super Bowl. This event has 97.5 million viewers. And that’s just people that are watching the game on TV! Super Bowl is like Christmas Eve for all the advertising agencies. They know that for once people actually want to see the commercials during the intermissions. It has become a part of the whole event. It’s more like a movie trailer than everyday, regular commercial. Some years ago they asked people what the score of the Super Bowl was, they could not remember. But when they asked what commercial they saw during the Super Bowl, they could name a bunch of them. People even like to discuss which one they thought were the best one.
In 2007, a 30 second TV commercial cost about $2.7 million. It’s a lot of money just airing for 30 seconds so they better get the message out in an effective way as possible, they can’t simply afford to make a mistake. Of course you see all the big companies like Budweiser, Pepsi, and Coca– Cola etc.
One very common theme to use is humor. This is something that Bud Light has used for years to get our attention, and they are really good at it. My best Super Bowl commercial would be Bud Lights- the hitchhiker. A couple driving their car one night and see a hitchhiker. The man asks the woman if they should pick him up, and she answer that he has an axe. The man protest by saying “but he got bud light, and there is probability a reasonable explanation for the axe. So they pull over and ask him what’s with the axe. And the hitchhiker answer” It’s a bottle opener”.
The larger majority of the target group is men above 21 so it makes perfectly sense to advertise product like this during Super Bowl. Beer has become a thing that you have to drink during the game, it’s almost like ritual.
Another Super Bowl commercial was the Audi R8. This got the inspiration from the Godfather. Instead of finding the horse head in the bed they replaced it with the front a car. This one is a little bit confusing for me. I did not like it, and having a hard time figure out the message of it. I mean, the commercial is about 1 minute so it going to cost Audi a lot for airing it. At least they should have a clearer message.
Then we have the classic Apple commercial, 1984. This commercial was only aired once. Only once and for 1 minute! You do not think a thing like that is ever going to be remembered or get the message out. They pretty much put all their money on one card. Today, people still discuss and praise that commercial.
Bud light
http://www.youtube.com/watch?v=7aO3TO5L0bM
Audi
http://www.youtube.com/watch?v=0_sshN-URJY
Apple
http://www.youtube.com/watch?v=R706isyDrqI
Monday, November 24, 2008
Monday, November 17, 2008
Celebrities and Public relations
You always hear a person talking about rumors or scandals that involves celebrities like Lindsay Lohan, Tara Reid or Britney Spears. What once were good pr have become bad for them. Somewhere on the way they crossed the line. I think that is hard to take them serious any more. What ones were a great image has faded away more and more. And of course, the gossip magazine love to write about it.
Romances do not seems to be enough anymore. It seems like the latest trend is to get really drunk or getting exposed on pictures. Another “trend” is going to rehab. For example Lindsay Lohan has been to rehab some times now. If she could show that she really have changed and learned from the experience she might be able to build up her credibility again. Give the press something else to write about instead of driving drunk etc. For example, making another movie with some popular guy that she can have a brief romance with, ala Hollywood style. That will give people other things to talk about. Or join an organization like safe the rainforest. That will defiantly raise some eyebrows and they will probably think, what does she care about the rain forest. But if this is successful people might get by all the bad things that happened in the past. A good thing would be to party less, or drinking more responsible.
Another celebrity that has been to a lot throughout the years is Britney Spears. After her major breakdown, losing custody of her children, she has managed to work her self back up again. First of all is she back in the music industry again, working to release a new album. She has also been allowed to visit children 2 days a week and have one sleepover. This shows that she really have turned her live around and she trying to make up for the past. What would make it even better, seen for a PR perspective, is if could fined the perfect boyfriend, so they can become the next American Sweethearts and have the fairytale ending that people want her to have.
Thursday, November 6, 2008
Blog of my choice: Coke Zero
The launching of the Coke zero was incredible. First the audience was showed a short teaser trailer, like it was a movie or something. The only message they left was: Zero is coming, a specific date when the whole thing was going to be released and a website. When you checked the webpage is was just a countdown and some information that really did not tell you anything what was going on. What Coca cola tried to do was creating a buzz, making people talk about the product. Later one found out what was really going on.
Coke zero defiantly stands out from cokes other brands. This one is more targeting towards a younger audience instead of a mass marketing. And it seems like they a targeting specially towards young male, judging from the commercials or the webpage. However, Coke zero is after the people with a special lifestyle that do not what to drink regular soft drinks and are more aware and careful about their figure.
Coke zero has, according to me, really done a great job with their positioning of “Zero sugar, as it should be” or “Real taste, zero sugar”. This is often connected to the story in the commercials, like; Life as it should be or break up as it should be. What they are trying to say is that things don’t have to be as hard as you make it; it’s always an easier solution. The commercial is adding more attitudes to the brand, like cool people that want a change drinks Coke Zero.
So Coke has really managed to put another diet soda on the market. Their advertising and positioning has been excellent and I think that they really have connected with their target. I really like their teaser trailers before they launched the product, how they tried to create a curiosity about the whole thing.
Coke zero defiantly stands out from cokes other brands. This one is more targeting towards a younger audience instead of a mass marketing. And it seems like they a targeting specially towards young male, judging from the commercials or the webpage. However, Coke zero is after the people with a special lifestyle that do not what to drink regular soft drinks and are more aware and careful about their figure.
Coke zero has, according to me, really done a great job with their positioning of “Zero sugar, as it should be” or “Real taste, zero sugar”. This is often connected to the story in the commercials, like; Life as it should be or break up as it should be. What they are trying to say is that things don’t have to be as hard as you make it; it’s always an easier solution. The commercial is adding more attitudes to the brand, like cool people that want a change drinks Coke Zero.
So Coke has really managed to put another diet soda on the market. Their advertising and positioning has been excellent and I think that they really have connected with their target. I really like their teaser trailers before they launched the product, how they tried to create a curiosity about the whole thing.
Picture:
http://images.digitalmedianet.com/2007/Week_23/kmhpxsfs/story/ghost1.jpg
Tuesday, November 4, 2008
Message appeal
One commercial that I think gets the message out very well is the Nike soccer commercial “Take it to the next level”. In the commercial you follow a man on his way to the top of his carrier. On the way to the top you see a lot of famous soccer players, like Cristiano Ronaldo and Zlatan Ibrahimovic. The message for this commercial is practice makes perfect, it’s time to take it to the next level. Of course there is Nike products all over the commercial. But I think if you see your favorite soccer player wearing Nikes’, you want to have the same as him because if you going to be as good as him you have to have the same gear as him.
Sometimes it’s dangerous to use celebrities in commercial because they maybe not trustworthiness, expertise or the respect for the brand. In this commercial it is not going to be any problem with that at all. How is more expert and trustful than a soccer player in a soccer commercial?
http://www.youtube.com/watch?v=Tc3PZ3Im5aQ
Another commercial that get the message out in a creative way is the Berlitz – language for life. Humor always good tool get the targets attention. In the commercial you see a German coast guard on his first day at work. He gets an emergency message saying: Mayday, mayday we are sinking. Unfortunately his English is not that good, so he answer: what are you sinking (thinking) about. This commercial plays a little bit down on foreign countries that may not be as good at speaking English, but it is funny and presented in a good way that makes the audience think about maybe they should improve their English. I think that the humor in this commercial attracts attention to the brand.
http://www.youtube.com/watch?v=GT86iWiH2mI
One of the worst commercial I have ever seen is Playstation 3 – This is living. There are several commercials with the same concept. According to me, they fail completely to deliver the message. In the ad people are doing different things like dancing, sitting in a bathtub and quotes old movie cues and in the end a women sitting on the toilet in just her underwear and say: “This is living” and the she flush. I think this commercial is just confusing and do not really say anything about the product.
http://www.youtube.com/watch?v=ZJRbf76jXHE
Another ad that doesn’t get their message out is Benetton. This billboard shows a newborn baby in the hands of a doctor. Benetton ads have become a wake up call that people have an equal value, but the ad does not say anything about the products that Benetton sell. I don’t think this message works at all. They are not going to sell more clothes if they advertise like this. And I believe that people will be confused when they see their ads.
Sometimes it’s dangerous to use celebrities in commercial because they maybe not trustworthiness, expertise or the respect for the brand. In this commercial it is not going to be any problem with that at all. How is more expert and trustful than a soccer player in a soccer commercial?
http://www.youtube.com/watch?v=Tc3PZ3Im5aQ
Another commercial that get the message out in a creative way is the Berlitz – language for life. Humor always good tool get the targets attention. In the commercial you see a German coast guard on his first day at work. He gets an emergency message saying: Mayday, mayday we are sinking. Unfortunately his English is not that good, so he answer: what are you sinking (thinking) about. This commercial plays a little bit down on foreign countries that may not be as good at speaking English, but it is funny and presented in a good way that makes the audience think about maybe they should improve their English. I think that the humor in this commercial attracts attention to the brand.
http://www.youtube.com/watch?v=GT86iWiH2mI
One of the worst commercial I have ever seen is Playstation 3 – This is living. There are several commercials with the same concept. According to me, they fail completely to deliver the message. In the ad people are doing different things like dancing, sitting in a bathtub and quotes old movie cues and in the end a women sitting on the toilet in just her underwear and say: “This is living” and the she flush. I think this commercial is just confusing and do not really say anything about the product.
http://www.youtube.com/watch?v=ZJRbf76jXHE
Another ad that doesn’t get their message out is Benetton. This billboard shows a newborn baby in the hands of a doctor. Benetton ads have become a wake up call that people have an equal value, but the ad does not say anything about the products that Benetton sell. I don’t think this message works at all. They are not going to sell more clothes if they advertise like this. And I believe that people will be confused when they see their ads.
http://news.bbc.co.uk/media/images/38802000/jpg/_38802079_benetton_ap.jpg
Tuesday, October 28, 2008
Creative Brief: Carlton Draught
Client: Carlton DraughtProject: Big ad
Agency: George Patterson Y&R, Melbourne
The Ad:
In this ad you see hundreds of men with robes in different color running towards each other like in an ancient battlefield that looks like a scene from Braveheart. While running towards each other they are singing how big this ad is. In the final scene you see it from the sky and the men in the different colored robes is formed like a human drinking an Carlton Draught.
This one of my favorite ad and got all the right elements that a successful ad should have.
Background/overview:
Carlton Draught is an Australian beer manufacturer. The advertisement was aired for the first time in August, 2005. But before that it was posted on the web. The ad agency chooses to do a viral marketing to get people to talk about the commercial before it would air on TV. And it worked, about half a million people had seen the commercial before it aired. Most beer commercial is often alike and that’s why you need to differentiate yourself from the others so you are able to catch your audience attention.
The purpose of this ad:
The purpose is to make people aware of the beer Carlton Draught. The viral marketing
made people aware of the commercial before it air on TV. By doing this people would go online just to see what everybody was talking about.
Target audience:
The target audience is men at the age 18 or 21+, depending on the drinking age in the country the commercial air in. The reason that the main target is men is because they are the larger consumers of beer. Carlton Draught is a regular beer which means that the target does not care that much about other substitutes, like light products with less calories. People with a relaxing, easy going lifestyle should drink it this beer.
Most important thing to say:
At the end of the commercial the slogan says: made from beer. People that consume this product just want a draught beer, nothing else, light products or flavored beer. Again the main point is to gain awareness. Carlton Draught may be known in Australia, but some countries may not have heard about it before.
Supporting rational and emotional reasons:
This would be that beer is refreshing and tasteful, perfect to have after work, when you watch a game or just want to relax. It should also have the “join the gang feeling” like when you hanging out with your friends and having a beer.
The purpose is to make people aware of the beer Carlton Draught. The viral marketing
made people aware of the commercial before it air on TV. By doing this people would go online just to see what everybody was talking about.
Target audience:
The target audience is men at the age 18 or 21+, depending on the drinking age in the country the commercial air in. The reason that the main target is men is because they are the larger consumers of beer. Carlton Draught is a regular beer which means that the target does not care that much about other substitutes, like light products with less calories. People with a relaxing, easy going lifestyle should drink it this beer.
Most important thing to say:
At the end of the commercial the slogan says: made from beer. People that consume this product just want a draught beer, nothing else, light products or flavored beer. Again the main point is to gain awareness. Carlton Draught may be known in Australia, but some countries may not have heard about it before.
Supporting rational and emotional reasons:
This would be that beer is refreshing and tasteful, perfect to have after work, when you watch a game or just want to relax. It should also have the “join the gang feeling” like when you hanging out with your friends and having a beer.
Mandatory Elements, helpful information and insights:
Mandatory elements for this commercial is that it's creative, gets your attention and is funny. It also creates a curiosity that make you want to see the whole ad.
Schedule:
1. Post it on the internet and try to create a buzz about it.
2. Air it on TV
This was a clever thing to do, by posting it on internet they could see who the reaction was before airing it on TV. They got their attention by people that starting to talk about the commercial, and this triggered media started to write about it. So Carlton Draught gained the awareness it was looking for.
http://www.youtube.com/watch?v=LGJiTpBBD18
Pictures:
http://www.sense-datum.org/tim/images/carlton_draught.jpg
http://www.bandt.com.au/news/images/17/24007c17.JPG
http://www.smh.com.au/ffximage/2006/04/16/carltonad_wideweb__470x375,0.jpg
Friday, October 3, 2008
Assignment 5: Outdoor Advertising
Advertising is something we see everyday, wherever we are in the world. It has become a part of our life, but we how often do we really pay attention to them? Outdoor advertising is one way to reach out to consumers, whether we are on the freeway or in the city. Companies and advertising agencies spend a lot of money to get you to be aware of their product, and they will do anything to get your attention.
The billboards I remember the best was the ones at Piccadilly Circus in London. I guess that Piccadilly Circus probably is Europe’s answer to Time Square, NY. There you find electronic billboards on the wall of a building, like Coca-cola, TDK, Samsung and Sanyo.
What I liked about Piccadilly Circus is that the billboards actually where beautiful, especially at night. And I never really thought that some billboards where beautiful before. It’s an incredible sight.
I think that the companies have been able to create a great advantage because Piccadilly has become one of London’s tourist attractions. So that means that besides the inhabitants of London, other people that come to London will be able to see their commercial. And that’s create a great advantage, because people normally don’t pay that much attention to commercial but if they create some kind of attraction to it then it’s easier to get their messages out. Although, it could be a problem that the billboards are next to each others, may not be able to get their entire message out. But it will most defiantly create a high frequency level.
Another billboard I really like is the Adidas commercial in the textbook at page 216. This one I actually never seen in real life but it caught my attention right away. On the billboard is a green soccer field and there are two players hanging in wires and playing soccer on a vertical billboard. This is a really creative way to get attention because it’s something you do not see everyday and it will defiantly caught your attention.
http://www.cactuslanguage.com/images/destinations/united_kingdom/london___piccadilly_circus.jpg
http://images.businessweek.com/ss/06/08/guerrilla_ads/image/2_adidas2.jpg
The billboards I remember the best was the ones at Piccadilly Circus in London. I guess that Piccadilly Circus probably is Europe’s answer to Time Square, NY. There you find electronic billboards on the wall of a building, like Coca-cola, TDK, Samsung and Sanyo.
What I liked about Piccadilly Circus is that the billboards actually where beautiful, especially at night. And I never really thought that some billboards where beautiful before. It’s an incredible sight.
I think that the companies have been able to create a great advantage because Piccadilly has become one of London’s tourist attractions. So that means that besides the inhabitants of London, other people that come to London will be able to see their commercial. And that’s create a great advantage, because people normally don’t pay that much attention to commercial but if they create some kind of attraction to it then it’s easier to get their messages out. Although, it could be a problem that the billboards are next to each others, may not be able to get their entire message out. But it will most defiantly create a high frequency level.
Another billboard I really like is the Adidas commercial in the textbook at page 216. This one I actually never seen in real life but it caught my attention right away. On the billboard is a green soccer field and there are two players hanging in wires and playing soccer on a vertical billboard. This is a really creative way to get attention because it’s something you do not see everyday and it will defiantly caught your attention.
http://www.cactuslanguage.com/images/destinations/united_kingdom/london___piccadilly_circus.jpg
http://images.businessweek.com/ss/06/08/guerrilla_ads/image/2_adidas2.jpg
Friday, September 26, 2008
Assignment 4: Positioning
It seems that the market for healthy food expand everyday. Customers becoming more and more aware of want they eating and they don’t want to eat junk food anymore, especially women that is more careful what they eat then men. So the target is without doubt women, but I think that men might also consume the product. Flat Earth is trying to change that chips are unhealthy with their veggie flavored chips.
If you go the webpage you see green grass, blue heaven and it creates a great atmosphere like you where out in the nature. This raise the credibility for the brand, because when you think about healthy food, you think that it’s produced in a green, healthy environment. So I think Flat Earths positioning is clear.
In the Flat earth commercial you see a woman following a pig that runs around in her house. The woman ends up in her kitchen where she finds a bag of Flat Earth chips. In the end the male voice ask a question, which he answers by saying: sure, when pigs fly. And after that the pig fly’s away. The semiotic message for this commercial is that nothing is impossible anymore. You can still be successful, slim and eat chips that are healthy. The slogan “Impossibly good” might also draw attention, because how does an impossibly good crisp taste like? Flat earth is trying to add benefit to the ad by creating an experimental need for the consumer, with the impossibly good tasting and healthy chips.
I really didn’t like the commercial. When I think about pigs, I think about pork and unhealthy food. They should probablty change the pig but keep the name.
If the company was to positioning to a younger audience such as college going women, they should defiantly keep the nothing is impossible theme. They should also position the message: Flat Earth gives you that healthy boost you need during your studies. I think that it would attract the target.
If you go the webpage you see green grass, blue heaven and it creates a great atmosphere like you where out in the nature. This raise the credibility for the brand, because when you think about healthy food, you think that it’s produced in a green, healthy environment. So I think Flat Earths positioning is clear.
In the Flat earth commercial you see a woman following a pig that runs around in her house. The woman ends up in her kitchen where she finds a bag of Flat Earth chips. In the end the male voice ask a question, which he answers by saying: sure, when pigs fly. And after that the pig fly’s away. The semiotic message for this commercial is that nothing is impossible anymore. You can still be successful, slim and eat chips that are healthy. The slogan “Impossibly good” might also draw attention, because how does an impossibly good crisp taste like? Flat earth is trying to add benefit to the ad by creating an experimental need for the consumer, with the impossibly good tasting and healthy chips.
I really didn’t like the commercial. When I think about pigs, I think about pork and unhealthy food. They should probablty change the pig but keep the name.
If the company was to positioning to a younger audience such as college going women, they should defiantly keep the nothing is impossible theme. They should also position the message: Flat Earth gives you that healthy boost you need during your studies. I think that it would attract the target.
Friday, September 12, 2008
Assignment 3: Ethics in Advertising
For my third assignment I’m going to discuss the ethics in advertising to for children.
Marketing an ad so it will be ethical correct is hard. It seems that no matter what somebody will always feel insulted. The line between good targeting and ethic targeting is very thin and so often crossed these days. Today see you more and more advertising to children and it are not just toys anymore. The whole children industry has expand from clothes to cell phones and iPods. And this is to children that don’t even know the real value of a dollar or any other currency. The children today watch more television that the children did 20 years ago, just as the children 20 years ago did something that their parents didn’t do. So marketing to a target like children couldn’t be easier these days with all of the commercials. The children themselves have become just another channel to get to the one with the money, the parents. By using children they have created a nag factor to get the parents to buy their products.
Some countries may have laws to prevent this sort of commercial. Like in Sweden you not allowed to advertise to children under 12 years old if it's broadcasted within the country. But there is always ways to get around laws like this. In Sweden’s case, most of the networks are not broadcast within the country. Instead it’s broadcast from the UK which doesn’t have that law.
The question is if children really need cell phones and iPods. In the end I think it’s up to the parents that decide what’s best for their children. But here is the difficult part, some parents will buy these things for their children while others won’t. That’s makes it a market for things like that and the companies will of course take advantage of the situation. But is it really ethical to try to make a child brand loyal in this early in life because that’s what they are going to be further in live? And if a child in the age of 9 can have a cell phone these days, how long is it going to take before they get a credit card? Sounds scary to me, but I think that’s the possible future we are heading towards.
In my opinion I think it’s unethical to advertising to children. They are too young to know what’s right and wrong. They are manipulating by the commercials and the ad agencies have not a hard time with their positioning. This is, of course, a shortcut for the companies instead of going to the parents right away. I think that would be a better way instead of turning to the kids. They way to prevent this kind of advertising to children would be if a global ethic advertising law was created. Only then the directives would be clearer for the seller and buyer.
Marketing an ad so it will be ethical correct is hard. It seems that no matter what somebody will always feel insulted. The line between good targeting and ethic targeting is very thin and so often crossed these days. Today see you more and more advertising to children and it are not just toys anymore. The whole children industry has expand from clothes to cell phones and iPods. And this is to children that don’t even know the real value of a dollar or any other currency. The children today watch more television that the children did 20 years ago, just as the children 20 years ago did something that their parents didn’t do. So marketing to a target like children couldn’t be easier these days with all of the commercials. The children themselves have become just another channel to get to the one with the money, the parents. By using children they have created a nag factor to get the parents to buy their products.
Some countries may have laws to prevent this sort of commercial. Like in Sweden you not allowed to advertise to children under 12 years old if it's broadcasted within the country. But there is always ways to get around laws like this. In Sweden’s case, most of the networks are not broadcast within the country. Instead it’s broadcast from the UK which doesn’t have that law.
The question is if children really need cell phones and iPods. In the end I think it’s up to the parents that decide what’s best for their children. But here is the difficult part, some parents will buy these things for their children while others won’t. That’s makes it a market for things like that and the companies will of course take advantage of the situation. But is it really ethical to try to make a child brand loyal in this early in life because that’s what they are going to be further in live? And if a child in the age of 9 can have a cell phone these days, how long is it going to take before they get a credit card? Sounds scary to me, but I think that’s the possible future we are heading towards.
In my opinion I think it’s unethical to advertising to children. They are too young to know what’s right and wrong. They are manipulating by the commercials and the ad agencies have not a hard time with their positioning. This is, of course, a shortcut for the companies instead of going to the parents right away. I think that would be a better way instead of turning to the kids. They way to prevent this kind of advertising to children would be if a global ethic advertising law was created. Only then the directives would be clearer for the seller and buyer.
Friday, September 5, 2008
Assignment 2: Analyze a Brands Identity
For my second assignment I'm going to pick a brand and analyze its identity. The brand I've chosen to analyze is the swedish furniture company, IKEA.
IKEA was founded in 1943 by Ingvar Kamprad and over the years it has grown from a little company in Älmhult, Sweden to one of the biggest furniture company in the world. IKEA is an acronym for Ingmar Kamprad Elmtaryd Agunnaryd which is the founders first and last name and his hometown.
IKEAs business idea is: to offer a wide range of home furnishings with good design and function at prices so low that as many people as possible will be able to afford them. I think IKEA have managed to position that business idea in the mind of the consumer. IKEAs brand image is associated with its business idea. When I think of IKEA I mostly think about a place where you can find everything you need for your home to a low prices. Another thing you can associate with IEKA is the flat packages and its do-it yourself concept. So IKEA has really managed to combined its brand image, brand strategy and brand position to a great mix.
The reason people buy from IKEA is that they have something for everybody; it’s not just one style but several. So it doesn’t make a difference which culture you belong to. The price may have something to do with it as well. I think most people that got their first apartment or house go to an IKEA store to buy all the necessary stuff they need for their new homes. You can get quality furniture’s to a lower price because of the do-it yourself concept. This makes the value proposition to add functional benefits to the brand.
Brand awareness shows if the customers can recall or recognize a brand. This is showed in Askers model: The brand awareness pyramid that is divided into top of mind, brand recall, brand recognition and unaware of the brands. In IKEAs case I think that it depends on which country you’re in. For example, in this origin country, Sweden, everybody knows what IKEA is and the consumer has the brand as the top of mind. Another example would be the USA, where you can find just as big (if not bigger) furniture stores like Home Depot and Furniture Row. So I think that in the USA it will be one step lower in the brand awareness pyramid, in the Brand recall stage, because of the big selection of furniture stores. I also think people in Sweden buy from IKEA are not just because they have a small selection of furniture store but also because they want to support a national company.
IKEA works with some organizations like WWF (World Wide Fund for Nature) and WRI (World Resources Institute) with forest project like: save natural intact forest form being logging and also to rehabilitate forests. This makes the brand credibility higher because many of IKEAs products are made from raw material like trees.
When it comes to the logo its blue and yellow which is the color of the Swedish flag, so it’s symbolize that it’s a Swedish company. Another thought is that it could be to promote Sweden to the rest of the world.
IKEA was founded in 1943 by Ingvar Kamprad and over the years it has grown from a little company in Älmhult, Sweden to one of the biggest furniture company in the world. IKEA is an acronym for Ingmar Kamprad Elmtaryd Agunnaryd which is the founders first and last name and his hometown.
IKEAs business idea is: to offer a wide range of home furnishings with good design and function at prices so low that as many people as possible will be able to afford them. I think IKEA have managed to position that business idea in the mind of the consumer. IKEAs brand image is associated with its business idea. When I think of IKEA I mostly think about a place where you can find everything you need for your home to a low prices. Another thing you can associate with IEKA is the flat packages and its do-it yourself concept. So IKEA has really managed to combined its brand image, brand strategy and brand position to a great mix.
The reason people buy from IKEA is that they have something for everybody; it’s not just one style but several. So it doesn’t make a difference which culture you belong to. The price may have something to do with it as well. I think most people that got their first apartment or house go to an IKEA store to buy all the necessary stuff they need for their new homes. You can get quality furniture’s to a lower price because of the do-it yourself concept. This makes the value proposition to add functional benefits to the brand.
Brand awareness shows if the customers can recall or recognize a brand. This is showed in Askers model: The brand awareness pyramid that is divided into top of mind, brand recall, brand recognition and unaware of the brands. In IKEAs case I think that it depends on which country you’re in. For example, in this origin country, Sweden, everybody knows what IKEA is and the consumer has the brand as the top of mind. Another example would be the USA, where you can find just as big (if not bigger) furniture stores like Home Depot and Furniture Row. So I think that in the USA it will be one step lower in the brand awareness pyramid, in the Brand recall stage, because of the big selection of furniture stores. I also think people in Sweden buy from IKEA are not just because they have a small selection of furniture store but also because they want to support a national company.
IKEA works with some organizations like WWF (World Wide Fund for Nature) and WRI (World Resources Institute) with forest project like: save natural intact forest form being logging and also to rehabilitate forests. This makes the brand credibility higher because many of IKEAs products are made from raw material like trees.
When it comes to the logo its blue and yellow which is the color of the Swedish flag, so it’s symbolize that it’s a Swedish company. Another thought is that it could be to promote Sweden to the rest of the world.
Friday, August 29, 2008
Assignment 1: Ad agencies and Campagins
This assignment is devided in to 2 parts. In the first part I'm going to rank the top ten Ad Agencies and in the second I'm going to choose 4 ads and comment them.
Part 1
Top ten agencies
1. Mccann Erickson worldwide
2. BBDO Worldwide
3. Leo burnett worldwide
4. J walter thompson
5. DDB Worldwide
6. Y&R Advertising
7. Deutsch
8. Publics worldwide
9. Euro RSCG Worldwide
10. Ogilvy & Mather Worldwide
Part 2
4 ads
Company: Mccann Erikson worldwide
Client: Mastercard
Link: http://www.mccann.com/
Go to the link our work at the top of the page and press it. Then choose the link: Commentators - Mastercard.
Reflections:
This is a classic MasterCard commercial that we have seen throughout the years. The commercial takes place in a soccer stadium and several things happen that is going to cost money. With MasterCard you get the feeling that you should not worry too much, MasterCard got you covered. It’s almost like you can buy everything with the card no matter what. There is an expectation of course, and that is the special feeling. Like in the commercial when one of the soccer teams wins, that feeling is priceless. The message that MasterCard wants to send out is that you can experience that feeling and the card is going to help achieve it. Just like the commercial says at the end: There is some things money can’t buy, for everything else there’s MasterCard. This slogan has been very well positioned in the minds of the customers throughout the years which make this commercial so good.
Company: Y&R Advertising
Client: Bacardi
Link: http://www.yr.com/
Press the link OUR WORK at the bottom left of the page, and then press the link creative portfolio. After that is just to press the Bacardi logo to see the commercial.
Reflections: In this commercial you see to different liquids that are shaped like humans, dancing around. And suddenly the two liquids come together like a mix and start to dance with each other. I think really well animated and beautiful made. It makes you a little curious what the product is, even if you can figure out that it’s an alcohol commercial. It’s caught my attention right away which is good because its only takes people a second to decide if they should change the channel or not.
Company: Publics worldwide
Client: Coca Cola
Link: http://www.publicis.com/
Press the link OUR WORK at the top of the page, and then you scroll the widows until you come to the Coca Cola light commercial.
Reflections: This commercial starts with a guy casing a girl because she has taking his coca cola light. In the chase they are starting to run on the walls and the roof. I think this commercial tries to say that the people that drink coca cola light is becoming more flexible (even if this little sci-fi) and has a healthier life than be people that drink regular sodas. It’s really hard to make a good soda commercial this days, most of the big company often uses celebrities like David Beckham to try to catch the audience attention. So this is a good way to make a different commercial about a light soda.
Company: Deutsch INC
Client: IKEA
Link: http://www.deutschinc.com/
Press GALLERY at the top of the page, than choose NY on the map. Press the icon to the right of the IKEA logo, it’s called IKEA – Guerilla and after that you choose the second picture at the bottom of the page called IKEA – Guerilla: Bus stop.
Reflections: In this picture you see a bus stop with indoor furniture’s. I think this picture is a really creative way to think outside the box. When people is going to see this poster on streets they are going notice that something is wrong and its going to catch their attentions. I like this kind of advertising when you break the rules a little bit, like the bus stop with a sofa and tables in it. Something that is so ordinary like a bus stop suddenly becomes more that just a bus stops. I also think this is a good way to reach out to catch people attention when mostly of the furniture’s ads are the same.
Part 1
Top ten agencies
1. Mccann Erickson worldwide
2. BBDO Worldwide
3. Leo burnett worldwide
4. J walter thompson
5. DDB Worldwide
6. Y&R Advertising
7. Deutsch
8. Publics worldwide
9. Euro RSCG Worldwide
10. Ogilvy & Mather Worldwide
Part 2
4 ads
Company: Mccann Erikson worldwide
Client: Mastercard
Link: http://www.mccann.com/
Go to the link our work at the top of the page and press it. Then choose the link: Commentators - Mastercard.
Reflections:
This is a classic MasterCard commercial that we have seen throughout the years. The commercial takes place in a soccer stadium and several things happen that is going to cost money. With MasterCard you get the feeling that you should not worry too much, MasterCard got you covered. It’s almost like you can buy everything with the card no matter what. There is an expectation of course, and that is the special feeling. Like in the commercial when one of the soccer teams wins, that feeling is priceless. The message that MasterCard wants to send out is that you can experience that feeling and the card is going to help achieve it. Just like the commercial says at the end: There is some things money can’t buy, for everything else there’s MasterCard. This slogan has been very well positioned in the minds of the customers throughout the years which make this commercial so good.
Company: Y&R Advertising
Client: Bacardi
Link: http://www.yr.com/
Press the link OUR WORK at the bottom left of the page, and then press the link creative portfolio. After that is just to press the Bacardi logo to see the commercial.
Reflections: In this commercial you see to different liquids that are shaped like humans, dancing around. And suddenly the two liquids come together like a mix and start to dance with each other. I think really well animated and beautiful made. It makes you a little curious what the product is, even if you can figure out that it’s an alcohol commercial. It’s caught my attention right away which is good because its only takes people a second to decide if they should change the channel or not.
Company: Publics worldwide
Client: Coca Cola
Link: http://www.publicis.com/
Press the link OUR WORK at the top of the page, and then you scroll the widows until you come to the Coca Cola light commercial.
Reflections: This commercial starts with a guy casing a girl because she has taking his coca cola light. In the chase they are starting to run on the walls and the roof. I think this commercial tries to say that the people that drink coca cola light is becoming more flexible (even if this little sci-fi) and has a healthier life than be people that drink regular sodas. It’s really hard to make a good soda commercial this days, most of the big company often uses celebrities like David Beckham to try to catch the audience attention. So this is a good way to make a different commercial about a light soda.
Company: Deutsch INC
Client: IKEA
Link: http://www.deutschinc.com/
Press GALLERY at the top of the page, than choose NY on the map. Press the icon to the right of the IKEA logo, it’s called IKEA – Guerilla and after that you choose the second picture at the bottom of the page called IKEA – Guerilla: Bus stop.
Reflections: In this picture you see a bus stop with indoor furniture’s. I think this picture is a really creative way to think outside the box. When people is going to see this poster on streets they are going notice that something is wrong and its going to catch their attentions. I like this kind of advertising when you break the rules a little bit, like the bus stop with a sofa and tables in it. Something that is so ordinary like a bus stop suddenly becomes more that just a bus stops. I also think this is a good way to reach out to catch people attention when mostly of the furniture’s ads are the same.
Purpose of this blog
Hi,
My name is Rasmus Bergkvist and I'm going to use this blog to post my assignment in the course RCS 362: Intergrated Marketing Communications in Appearal and Consumer Retailing.
My name is Rasmus Bergkvist and I'm going to use this blog to post my assignment in the course RCS 362: Intergrated Marketing Communications in Appearal and Consumer Retailing.
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