Very interesting article by EthanZuckerman on the problems of advertising-supported journalism and whether newspaper advertising has historically been over-priced because of difficulties in measuring it with the same precision as is possible online.
Posted: February 16, 2009 1:53 pm | 0 comments
Tags: advertising, LIS 478, media
Three student teams will present to Big Sister recruitment communication campaigns targeting African American, Asian American, and Latina American Big Sister audiences in the Dorchester, Roxbury, and Mattapan areas. This is a two-semester project where teams conducted research, developed strategies, and finalized their campaigns. Big Sister executives visited the class during the year and provided background, presented their requirements, and offered feedback on draft ads. Student teams produced radio, TV, and print ads, as well as a formulated media scheduling plan. Some radio spots will be produced in Cantonese, Mandarin, and Spanish. The presentations will be aired live by Simmons Radio, which will be on site that evening broadcasting the event. Teams will each have 45 minutes for presentations and Q & A. The plansbooks will be assessed by three judges and the most effective plansbook team will receive the Communications Department Advertising Copy and Layout Award, which Big Si ... more »
Posted: April 3, 2009 5:48 pm | 0 comments
Tags: advertising, Big Sister Association, Big Sister Recruitment Communication Campaigns
Pepsi's idea for their most recent ad campaign was the ride on the Obama's winning of the 2008 Presidential Election. Obama's own campaign used the line "Yes, we can!" and Pepsi used this to their benefit and used the line, "Yes, you can!" They even redid their logo which was very similar to Obama's web design and logo. (Of course Pepsi uses similar colors but they updated their logo to look more bold and modern). Pepsi's ad campaign featured copies such as "One for all", "Yes you can!", "Howdy!", "LOL", and "Pop Pop Pop". Their ad was less about the soft drink and more about the youth generation and movement and about capturing the current youth of the U.S. by using phrases, lines, and abbreviated words." Bright colors also accompanied these lines. For one of their copies, they quoted, “Every generation refreshes the world. Now, it’s your turn.”
I thought Pepsi's advertising campaign was 'refreshing', new, bright and a perfect way to show their patriotism. Often Coc ... more »
Posted: September 20, 2009 11:25 pm | 4 comments
Tags: advertising, Obama, Pepsi
An advertising category that never ceases to amaze and dissapoint me is beauty advertisements. If you look at magazine pages, they are filled with unoriginal, unpersuasive, and uninteresting mascara, shampoo, perfume, and lipstick ads. They are stuffed visually with images, do not usually include any interesting copy lines, and do not contain real truthful images or any persuasiveness. However, despite this, the beauty business still thrives. When I go to the market to buy shampoo, I personally do not reflect back on the magazine ads I have seen. I usually go for smell and bottle design. Or when I go to a beauty or drug store and see what seems like hundreds of mascaras, I do not think back to the mascara ads I have seen in magazines. Yet somehow, the beauty industry continues to introduce new items and these new items sell. Below are some examples of a shampoo and lipstick ad.
The advertisement above is for Garnier Fructis Sleek & Shine Shampoo, Conditioner, and Gel. We s ... more »
Posted: September 28, 2009 8:41 pm | 1 comment
Tags: advertising, Beauty
Hi everyone! My name is Caitlin Smith and I'm going to be writing about advertisements for travel. Mostly for airlines, hotels and destinations.
I love advertising and love to look at ads and see if they are effective or not and why, especially in the current economic situation where many people are not traveling as much. So that’s what I’ll be doing throughout the semester. I hope you find it interesting!
Stay tuned for future updates!
Posted: September 30, 2009 2:44 pm | 0 comments
Tags: advertising
In the past year, Starbucks has launched a new ad campaign that features typography/background of old, rich, coffee, farming textures with witty taglines. These taglines tell consumers that yes, there is other coffee other there. They acknowledge their competition, such as Dunkin Donuts or Coffee Bean. However in two lines, they offer evidence as to why they are better. Starbucks' ads tell how some coffee places may be cheaper, for example Dunkin Donuts, but that you are sacrificing quality. This advertising campaign effectively parallels with Starbucks ideals. Starbucks is known for having rich, good quality coffee at a higher price, with a great store atmosphere. With their advertising, they do not offer change or a new product, but just reemphasize the quality of their coffee and why you go there. Not why you SHOULD go there, but why you already go there. This advertising campaign was most likely to keep their current customers from switching over to Dunkin Donuts or McDon ... more »
Posted: October 6, 2009 12:10 am | 0 comments
Tags: advertising, Coffee
Since I explored Starbuck's advertising last week and their target against companies such as Dunkin Donuts or McDonalds who are providing lower cost coffee, I wanted to explore McDonald's ad campaign that took place last winter/spring of 2009. McDonald's launched an ad campaign over winter 2008 to spring 2009 in honor of their new coffee drinks. They wanted to separate themselves from Starbucks in the area of cost, but not quality. Not only did they create a series of billboards with creative lines, but they also played with the urban layout of major cities. For example, the ad below plays with the idea of street lights.
Right near my house in Los Angeles, CA, this giant frappucino is breaking out of a Citibank building.
I love these ads. Finally there is some creativity coming back in advertising. Creative taglines, creative plays on our environment, and being humorous. They definately bring the working class back into coffee and get that target audience. They get this targ ... more »
Posted: October 15, 2009 2:55 pm | 3 comments
Tags: advertising, Coffee, McDonald's
This snickers advertising campaign for billboards, buses, and city advertising was started around 2006. It has been successful for almost 4 years now. The advertising campaign uses the visual design of the snickers logo and just replaces the Snickers text with their slogans and taglines. It allows for consumers to visually identify with the brand and look at the brand in a new way. With this advertising campaign, Snickers wanted to become part of the snack industry as well as the candy industry. Snickers used words such as hungry, snack, peanuts, and nuts in order to have consumers connecting Snickers to a snack as well. By trying to become part of the snack industry they move away from the negative idea of consuming candy. People feel better about consuming snacks more often than they do candy. By becoming part of the snack market, Snickers can be eaten more often. Consumers feel less guilty. Snickers wanted to send the message that their candy was about satisfying hunger, n ... more »
Posted: October 19, 2009 11:47 pm | 0 comments
Tags: advertising, Candy, Snickers
Last year, Chase Bank acquired Washington Mutual and refurnished their banking locations in California to become Chase Banks. Chase Bank is one of the sixth financial institutions in the world, however, since it has never been used in California, they needed a strong advertising campaign to get new clients and customers. They decided to stick with their three main company colors: white, blue, and black. They hired McGarryBowen advertising agency to create these advertisements and commercials. Their campaign is called "Chase What Matters." They decided their target audience would be California citizens in general, and I'm guessing they wanted 18-50 year olds. Their advertisements were simple with a white background, a strong tagline, and a supporting image. For example, see below.
Chase uses humorous taglines that plays on the weather, in San Francisco. Citizens of San Francisco can then connect to these taglines. This creates a positive brand image for Chase. Chase put up t ... more »
Posted: October 25, 2009 11:26 pm | 0 comments
Tags: advertising, California, Chase Bank
Recently, I was waiting for the T at Kenmore and looked at the slew of advertisements across the track. Absolut had purchased the whole wall for their new vodka, "Absolut Boston." Absolut is known for their amazing advertising campaigns. They are genius, visually and require a simple tagline. What makes their advertising even more effective is the name of their product, "Absolut." An advertising team can do so much with the word "absolute" more than they can with "oreo," "sam adams," or "vitamin water." Absolut has made vodkas for most major cities around the globe. So, it seems only natural that for Boston, they would focus on Bostonian's love for the Red Sox and the Celtics. After all, if there is anything I have learned and noticed in my three years in Massachusetts is their unhealthy obsession with their baseball team.
And how genius to take something they are obsessed with, and connect it to an alcoholic beverage?
The vodka is infused with black tea...to play off o ... more »
Posted: November 2, 2009 12:40 am | 2 comments
Tags: Absolut, advertising, Boston
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