hulu-selector

Description 

An effective example for web advertising is the advertising that is used on Hulu, an online website to watch  TV shows. To continue their show, the viewer must listen to some ads, but, unlike TV, he or she is able to pick what type of ads they want. The idea came about from a survey conducted from 1,500 viewers.The viewers said they more choice and greater control of advertisements.

A voice comes on asking, “Which ad experience do you prefer?” and viewers can to pick a sequence of ads that are somewhat relevant to their life. This type of advertisement–called Hulu Ad Selector–first came public when Hulu launched in 2008.

Facet of Effect

-Facet of Effect-

The Facet of Effect that Hulu Ad Selector uses the Perception effect. The most closely aligns with Perception because the perception is unique to the ad. Selection and Attention is a perception concept, and Hulu uses this by allowing users to use their own selection. Interest is another one along with Relevance, and users are able to select ads that peak their interest and are relevant to them.

-Success-

Statistics show that two-thirds of viewers are likely to pick their own ad experience.  Hulu calls this psychological ad as the “power of choice.”  Effectiveness metrics are twice as high when compared to a standard pre-roll.

Target Audience 

-Demographics-

Hulu aims to make their advertisements relevant to everyone–male, female, young, old, each person gets to pick the ad most relevant to them. The age that is most prevalent for watching Hulu is 18-24, so ads will target these consumers. This falls under the “Me Generation” and the “Generation Y.”

-Psychological-

Being able to pick their own ad experience lets people say “I Am Expressive.” They can express their personality by choosing what ads they want to listen to. Under the VALS Framework, the advertisement would appeal to people who are “Experiencers.” They can choose ads that would be most likely to appeal to them in life.

-Behavioral-

Since the ads are different, it’s difficult to put a path to purchase on it. However, the closest it would be is the Do-Think-Feel. First, viewers click on the ad they want (Do). They then think, even if it’s subconsciously, about the ads they watch, and (hopefully) feel drawn towards them.

Personal Analysis 

I believe that allowing the viewers to choose their own ads is increasing your chance a bit of viewers paying attention to the ad. I generally ignore the ads anyway, but for those who do listen to ads, they are apt to pay closer attention to something that is relevant to them, such as clothes for women, instead of golf clubs. Also, viewers have to pay attention, if only for a few seconds, to choose which ad they want.

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Marlboro Man

Posted: April 18, 2013 in Uncategorized

marlboro-man-400x400 marlboro1

 

Description 

In the late 1940s, the Marlboro company came out with an advertisement for cigarettes for women. Now, there needed to be an advertisement appealing to males and implementing masculinity. This was a time period where cowboys were particularly glorified, and Leo Burnett (head of the company) decided to use him as a figure of masculinity to sell cigarettes.

Marlboro slogans included: “Come to Marlboro Country”; “Come to where the flavor is”; and “You get a lot to like with a Marlboro.”Although the most iconic ads are the cowboy ones, Marlboro also included ads with ball players, race car drivers, and rugged men with tattoos.

 

Facets of Effects  

-Facet of Effect-

The Facet of Effect this best embodies is Feel. The Communication is Emotional/Affective. Marlboro man plays off the emotional appeal to be masculine and tough. It creates a want to be a get the cigarettes and be a man. Excitement for the potential and liking that they can buy these cigarettes and not appear feminine.

-Success-

The Marlboro Man has been considered one of the most brilliant advertisements ever. Their sales skyrocketed. By 1955, when Marlboro Man went national, the sales reached $5 billion. It was 3,241 % jump over sales in 1954. By 1957, sales reached $20 billion. When cigarette ads were banned from television in 1971, Marlboro Man was fortunate to have the magazine ad image. They became the No. 1 brand tobacco brand in the world.

However, there were some rough spots…all of the models for Marlboro Man died of lung cancer.

Target Audience

-Demographic-

The key demographic audience is the Gender, and appealing to men. In the 1940s, Marlboro came out with a cigarette ad for women, called “Mild as May.” Now they needed an ad to appeal to masculinity, and that is where the Marlboro cowboy and other rugged men came into play.

The ad–while more prevalent in the mid-20th century-was used from 1954-1999. This encompassed (assuming the targeted audience was the legal age to buy cigarettes) every generation from the Greatest Generation through the first part of the Me Generation.

-Psychological-

The VALs framework that the men targeted in this ad would fit in is the Self-Expression column, especially the experiencers. This is just one product they use to experience life. In the MindBase category, it would be “I am Expressive”–the men live life to the fullest. As evidenced by smoking, the men “live in the now.”

-Behavioral-

The Path to a Brand Decision aligns with the Feel-Do-Think (or “Wants”). Men first feel the rugged example, and how manly smoking filtered cigarettes can be. The Do part is actually buying and smoking the product. Think comes many years later…

Personal Analysis 

I don’t smoke cigarettes, nor do I fit the male target audience, but I believe this ad was successful and an excellent strategy. Men are looking for something to fulfill masculinity and toughness, just as women want products to make them feel pretty.

 

 

Description

Want an advertisement that makes people smile? An advertisement that sticks in people’s heads and is impossible to get out? FreeCreditReport.Com fulfilled both of those qualifications in their series of commercials.  FreeCreditReport.Com is owned by Experian Consumer Direct.

In October of 2007, Experian began an advertising campaign with unique jingles for every ad. The videos aired on popular new networks, and just the jingles aired on radio stations across the country. They began by using singer Eric Violette portraying a man struggling with hardships and life setbacks because he had a bad credit score and wasn’t aware of it. The commercials stopped airing in February of 201o. FreeCreditReport.Com had nine commercials, the themes being:

  • Pirate Themed Restaurant 
  • Used Car
  • Living with In-Laws
  • Bicycle Riding
  • Rock Stars Pool Party
  • Renaissance Fair
  • Roller Coaster
  • Small Town/Cell Phone Shop
  • Country Bar in Reno

Facets of Effect

-Facets of Effect-

The Facet of Effect that aptly describes the commercials is Perception. First, people are exposed to these ads in several different mediums. Their humor and jingles are definitely attention-grabbers. Free Credit does have relevance to their target audience who may be wanting to buy something and don’t know what their credit score is. This leads into the related topic of awareness. People may not be aware of needing to check their credit score before this.

-Success-

FreeCreditReport.Com had a mixed response when it came to success.

It has been in a couple of lawsuits, along with FreeCreditScore.Com (another business under Experian). In 2005, Experian was sued by the Federal Trade Commission for using deceptive tactics–misleading claims of “free” offers. These practices were addressed in 2009 Credit CARD Act. Now, any free credit ad on TV or radio must also include “This is not the free credit report provided for by Federal law.”

The general public, however, loved the commercials. In fact, consumers who loved the original band petitioned the get that band to return, which they did in 2012, releasing a couple of commercials for FreeCreditScore.Com.

Target Audience

-Demographics-

The predominant demographic in these films is AGE. The commercials focus on portraying young couples who may, in all likelihood, never used a credit report before. The men singing are young, and they are talking about things young couples would do (buy a car, buy their first house). In several of them, an old lady is looking disapprovingly at the singers. Credit monitor can be for any age. But the young people that are portrayed in this commercial and who Free Credit is probably targeting are the later “Baby Busters” and the early “Generation Me”.

-Psychological-

Under the VALs system, the target audience for Free Credit would be the “Achievers.” What are YOU going to achieve? You could achieve a job, car, or house…if you had good credit. They are also under the label “I Am Down to Earth” (even if they previously believed they were “I Am Expressive”).

-Behavioral-

This fits under the Think-Feel-Do. Their commercials create a learning and understanding of their service, which many may not know about. Their jingles provide information and persuasive arguments.

Personal Analysis 

I  loved these commercials. Even though I haven’t been in a search for a credit report/score, the commercials are humorous, and the jingles are catchy. In fact, they are easily memorizable and fun to sing back. Jingles are rather cliche, and, for me personally, the best advertising to roll my eyes at. However, there is nothing overly cheesy about these jingles while still conveying the message.

Aerial Ambassadors

Posted: April 12, 2013 in Uncategorized

goodyear

Description 

The Goodyear Blimp is any one of a fleet of blimps owned and run by the Goodyear Tire and Rubber Company. They are used for advertising purposes, as well as being used as an aerial camera for sporting events. Goodyear began producing airships in 1911 and their own blimp in 1925, called The Pilgrim.

There are currently three blimps in the American Fleet: the Spirit of Goodyear, based in Suffield Township, Ohio near Akron, Spirit of America, based in Carson, California, and Spirit of Innovation, based in Pompano Beach, Florida.Goodyear also has blimps operating in other parts of the world. Each blimp is equipped with an LED sign, called “Eaglevision,” which makes it able to display bright words and images.

Goodyear Blimps still adorn the skies, can be seen at many major sporting events, and were listed in Ramussen’s report of top 15 guerilla marketing strategies.

Facets of Effect

-Facets-

The Facet of Effect that the Goodyear readily embodies is without a doubt the Perception Facet: See/Hear. Exposure is a factor of this, and the Blimp is placed in situations where millions are exposed to the message. Selection and Attention is another factor. The Goodyear succeeds at grabbing attention! It is the only aircraft flying over head! Goodyear also succeeds in the Recognition factor. Millions of people not only recognize the blimp, but also recall the message on it.

-Success-

Goodyear Blimps  are considered one of the most iconic advertisements in the U.S. In this strategy, success would be measured by the recognition and recall of the company. Goodyear estimates 60 million people see their 3 blimps annually.

Profile of Target Audience 

-Demographics-

Goodyear’s blimp is a way to get recognition, so they are trying (and succeeding) to reach demographics. However, they are focused a bit more on males, since they are a tire and rubber company. This is part of the reason why they focus on advertising at sporting events.

-Behavioral-

For behavioral, the path would be Think-Feel-Do. Goodyear sells tires and they don’t create a strong desire/wanting. Their blimp had information and spikes interest in what they might NEED.

-Psychological-

Picking a VALs Framework for their target audience is a bit difficult, since they really try to target everyone. However, I would say the self-expression of the experiences and makers. In the Mindbase categories, I would say their audience is the “I Measure Twice”…living an active lifestyle and working for a rewarding future.

Personal Analysis

I personally think that Goodyear’s use of blimp for advertising is a stroke of genius. They are the landmark company to use such an obscure aircraft to advertise, and the only one to do so. In fact, if I do see a blimp in the sky, I immediately associate with Goodyear. I like their strategy for success, as well. According to Goodyear, “We don’t charge for anything we do. We have our own camera gear and camera people. If we cover your event, in exchange, you show mention us and show a show a shot of the blimp.”

Future

On April 10, Goodyear announced they are working on updating their advertising. A new model of the blimp is be assembled in Akron, Ohio, by the Goodyear company and Germany company, Zeppelin. 

I’m Lovin’ It

Posted: April 7, 2013 in Uncategorized

Description 

Ask nearly anyone in the United States, and the citizens of numerous other countries around the world, where “I’m Lovin’ It” comes from, and they would mostly quickly reply with “McDonalds.” This is such a popular slogan that is quickly associated with its owners that it is hard to believe it’s been in the U.S. for less than a decade.

“I’m Lovin’ It” first appeared in Munich, Germany, on September 2, 2003. It appeared in English in the UK on September 17, Australia September 21, and the US on September 29. The first time the slogan was used was in  a commercial showing people all over the world having fun and occasionally eating a hamburger, finishing off with McDonalds’ “M” and the phrase “I’m Lovin’ It.” Justin Timberlake performed the vocals. It was a series of 5 commercials. Soon the slogan spread to all types of medium.

Facet of Effects 

-Facet of Effects-

I think the Facet of Effect this best fits is the Persuasion Factor: Believe. The Persuasion factor motivates you to do something. Watching the videos of people with high energy levels and having fun persuades you to try out the product they suggested.

-Success-

Success could be determined by the rise, in sales, but also in the recognition. Eight months after it first ran, McDonald’s conducted a survey in 10 of its top countries. The result was an 86% awareness overall, including 89% by young adults and 87% by mothers.

Target Audience 

-Demographics-

McDonald’s has chains in 122 countries, so the target audience includes all nationalities and races. The originally videos contained people from all over the globe, showing that McDonald’s is for everyone, everywhere. Nearly everyone eats McDonald’s. The older population might not eat as much McDonald’s, just because they are less likely to eat fast food. The commercials originally targeted young teenager/young adults, as shown by the age of the actors in the commercials. It spread to young families, shown by a smiling mother with a baby (also smiling) on her back. These people would mainly fit under the “Generation Y” category, and spreading a bit to the “Me Generation.”

-Psychographics-

McDonald’s target audience in these commercials would be the “I Am Expressive.” The people are constantly active, having fun, and doing crazy activities. This falls us the “Experiencers” and Self-Expression VALS frame.

-Behavioral-

The paths to choose McDonald’s by seeing their “I’m Lovin’ It” commercial is characterized by Wants, and the Feel-Do-Think. Watching their commercials makes you feel a sort of excitement and high and you want to do what they’re saying. That follows with the “Do” part of the path–go buy some McDonalds.

Personal Analysis 

I think McDonald’s picked a good slogan as a branding advertisement. It doesn’t target a specific product, but the company as a whole. The success, through recognition and awareness, is phenomenal. McDonald’s has been given countless flack for their unhealthy food. While this may be true, I appreciate that McDonald’s does not advertise a lie and say that their food is the best for you. It simply says “I’m Lovin’ It,” which, if we’re completely honest, most people do love some aspect of McDonald’s, or they wouldn’t one of the most successful businesses in the world today. Their original campaign was a series of commercials to prompt people to buy their products. Now, the phrase “I’m Lovin’ It” triggers a recognition and desire.

-Description-

Got Milk ran a 30-second campaign ad entitled “Milk to the Rescue” in May 2005. The ad was shown on multiple major broadcasting stations, and was created by Goodby, Silverstein & Partners. The ad showed numerous men frantically grabbing gallons and cartons of milk off shelves and from milk trucks. Initially, the consumer audience would be perceived as men, however, as the commercial later shows, that is not the case at all.

-Facet of Effect-

-Facets-

“Milk to the Rescue” fits under the Persuasion Facet of Effect. Milk is generally portrayed toward kids, growing teenage boys, or, as in Got Milk? ‘s other commercials, athletes. Now Got Milk? is trying to persuade their audience that the consumers should be women, as well.

Motivation plays a large role in this video, as it shows men extremely motivated to bring the milk home to their wife, in an attempt to restore tranquility. Conviction and Credibility go hand-in-hand and are also present in this ad. Not only does the ad play on emotions, but it includes a scientifically proven fact, so the ad has credibility.

-Success-

The way to measure success in this instance would be in their sales in milk escalated (although it would be still be difficult to tell if the milk was being bought for hormonal wives, or teenage sons). However, the ad didn’t work out quite as good as they were hoping. Many women came out to protest the sex-discrimination that the ad supposedly possessed.

Obviously, the California Milk Board didn’t think it made enough of an impact on women because they made a second PMS campaign in 2011. “We did it in the past, but the women just didn’t drink enough milk,” Jeff Goodby, chairman of Goodby, Silverstein & Partners joked to the New York Times. “If they’d only drink enough, we wouldn’t come back.”

Profile of Target Market 

-Social-

The demographic was advertisement that was most certainly directed at gender. The product (milk) is shown to be extremely beneficial.

This is an explicitly consumer-targeted commercial. Until the very end, you assume Got Milk is trying to show you all the men who buy milk, and how it must be a manly product. However, the commercial ends with a man entering the house with roses…and a bag of milk and calling to his wife. The commercial informs consumers how the calcium in milk helps women with PMS.

Since this was directed to women who were PMS-ing, it would mostly likely be women around 30-50 years of age. Since the ad ran in 1995, this would encompass mainly the Baby Boomers and Generation Jones.

-Psychological-

It is hard to label the psychological factor of people who would buy milk, since it’s a pretty common bland product. However, if I was to choose a VALs label, I would choose the Self-Expression. This includes the experiences and makers, and the advertisement was talking about the experience that happens at home, and making them more enjoyable.

-Behavioral-

In any other milk advertisement, this would fit under the definition of do-think-feel “Habit.” Buying a standard food product generally becomes a habit. However this advertisement wants the consumer to think of the milk in a new light–not just remind them of satisfaction. Because of this, I believe the name Purchase Decision that aptly describes “Milk to the Rescue” is a Learning/ Interest goal. This advertisement’s objectives are described as providing information and touching on emotions, which is what this ad does. It provides newly-released scientific findings on calcium and PMS, then applies that to the emotions of the family. It fits under the Think-Feel-Do Path.

-Personal Analysis-

I do not think this advertisement was an effective as it could have been. In most of their other ads, Got Milk? uses celebrities to promote milk. Here, they are making a jab at women with PMS and how their husbands need to be rescued from it.

Although it was funny, and likely drew laughs, especially from men, many condemned it as “sexist” and demanded that the campaign be removed. It was an advertisement that provided an excellent example of who the product was targeted AT, yet the example was unflattering to the person who would generally buy the product (the woman) .

 

A 2011 campaign poster:

PMS

Video  —  Posted: March 29, 2013 in Uncategorized

Literally

Posted: March 15, 2013 in Uncategorized

Description 

For literal billboard, Cingular’s “Dropped Calls” would be near the top of the list. A sign spanning the side of the Marriott in Time Square, the sign reads “Hate Dropped Calls”…only the “calls” part had dropped to the ground . It was constructed in the fall of 2006.

Facet of Effects Model Applied 

-Facet of Effect Model-

  • Cingular’s “Dropped Calls” first and foremost fits under the “perception” facet of effect. The advertisement is exposed in an extremely trafficked place for viewing purposes. There is a high level of interest, as evident by the photos and people posing next to the dropped part of the sign. Cingular emphasized attention, as well. In a place where there are hundreds of advertisements trying to get your attention, there is one billboard with a huge chunk out of the middle…the call literally dropped to the ground.

-Response-

The response would be if consumers noticed the massive billboard amongst all the other ones. That came true, as evident by people posing with pictures of the sign.

-Effectiveness-

The effectiveness of this ad would result in if Cingular’s customers rose.

Profile of Target Market Audience

-Social-

The Demographics on this billboard would be measured mainly by age and education/income. This particular ad is displayed in New York City’s Time Square–not a regular main street. The billboard would be targeted toward professionals working in the area, or wealthy tourists.

Although nearly everyone has a cell phone nowadays, I believe you could put an age span on this ad–most likely from early 20s (just buying their own cell phone plan) continuing on through retirement age (where people are not as concerned with what kind of plan they have).

This billboard could encompass several age labels–a few “Baby Boomers,” “Gen X,” and “Me Generation,” and “Generation Y.” Older members of the Generation Y would be especially interested in this ad, being known also as the “Digital or Net Generation” and electronic savvy.

-Psychological-

I believe the VALS lifestyle framework that best describes consumers of the dropped calls would be Achievers. The label “I Am at Capacity” best fits this advertisement. “I Am At Capacity” talks about looking for convenience and simplification. The advertisement isn’t displaying a unique or expensive product, but one that will supposedly make your life more stress-free.

-Behavioral-

Probably the category that is most pertinent to the Behavior section is the Innovation and Adoption. By trying a new cell phone plan (signing a contract), users are taking a risk about the relationship and what you gain. This would probably feel under the “Needs” category…the  Feel-think-Do section. At least, the advertisers want you to think you really need the new plan.

Personal Analysis

I think this billboard is effective. It is attention gathering, being prominently displayed. Dropped calls are annoying, and Cingular emphasizes just how much so with a larger-than-life billboard. The fallen piece of this ad further demonstrates the nuisance of dropped calls, and emphasizes Cingular’s goal of changing that.

cingular