Archive for March, 2013

Milk to the Rescue!

Posted: March 29, 2013 in Uncategorized

-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

Advertisements

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

“Daisy Girl”

Posted: March 2, 2013 in Uncategorized

Ad Description
This TV commercial, run during Lyndon B. Johnson’s presidential campaign, had a huge impact on viewers like no other. It ran only once, September 7, 1964, on CBS. The writer was Tony Schwartz and the agency was Doyle Dane Bernbach.

For that point in time, beginning a campaign with a negative ad toward the opponent was unusual. Johnson slammed opponent Barry Goldwater. His ad showed an innocent girl, plucking flowers from a daisy. As the camera zoomed in her eye, nuclear explosions went off, and Johnson’s voice appears: “These are the stakes. To make a world in which all of God’s children can live or to go into the dark. We must either love each other or we must die.”

Facet of Effects Model Applied

-Perception-

The facet of affect that this video most closely aligns with Perception.

Many people were exposed to this ad–about 50 million the night it aired, and another 50 million the following week on news networks. Total, about 80% of the electorate saw it. It grabbed peoples attention by  the graphic and dramatic theme of the video. It peaked interest over what the candidates really stood for, and there was relevance, since the presidential election was looming. It also raised awareness about what Goldwater’s (alleged) beliefs were.

-Success-
This was a political campaign ad, so the success rate would be if the candidate got elected. It, along with additional negative ads, some very similar, aided Johnson in garnering 61.1% of popular votes, which was then the highest since 1820. The ad was most definitely a success.

Demographics 

-Social-

This advertisement was targeted at people regardless of race, religion, or ethnicity. Age did have a factor in it, however. The target audience was anyone 21 years or older–legal voting age. In the election of 1964, those voting would be the Greatest Generation, the Silent Generation/Traditionalists, and a few Baby Boomers.

-Psychological-

Under the VALs system, the people (voters) impacted by this campaign ad would be closest to Believers. They fit under the ‘ideal’ label. The voters who are voted for Johnson would fall under the “I Measure Twice.” The people are wanting a rewarding future with a new president–they don’t want the potential danger of a president who is so eager to start nuclear warfare.

-Behavioral-

The targeted audience would fall most closely align with the Feel-Think-Do. The advertisement plays on emotions-first innocence and purity, and then the horrors of war. It makes people stop and consider, and then (hopefully) go and vote (for Johnson).

Personal Analysis
Negative ads are an integral part of campaigning today, but none have lived in infamy the way “Daisy” has. The polar opposites of purity and destruction were combined in an advertisement with a potent message. Despite the discrepancy between the two extremities, they worked together in an effective message that resonated in the minds of viewers and has remained notable throughout history.