3 lecture notes

3 lecture notes - Unit 3 19:23 Monday Advertising...

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Unformatted text preview: Unit 3 19:23 Monday Advertising Techniques Association Principle Associate product w/ cultural value or image One image for 30sec tv or 15 sec on radio Associate product with positive ideal. BY music , Not connected with proof Positive connotation Little connection w/ product Examples: Axe and sex, Old Spice commercial Traditionally bought by women, but slowly changing Twix Better liar Mentos European ads Orbit Gum Dirty mouthmake language better Audi Get away from the cops High Culture and Art Associated this value (elite) with product Pears Soap Innocence Regained Advertising as art, artistic expression Product is an art form Target and graphics, jumping through logo SoBefirst 3D commercial Ipod- silhouettes Music videos can serve as ads for songs Personalizing Cooperate Face Lydia Pinkham Ultimate mother So well known, in jokes, in cartoons, in pop culture Give corporate a real face Dell guy Geico Gecko Trix rabbit Creating Needs Did you know? Listerine If you dont use our product youll always be alone Originally used to clean toilet Diamonds Engagement rings used to be made out of different types of stones Other examples? Shampoo, all these other products White teeth Deodorant Anti perspiring Roses on valentines day Pre-emptive Claim Commonplace traits as something special Examples Cigarettes are all toasted Beer is all made with clear filtered water By definition lite beer is Low in carbs Positioning in Calendar (so sales increase) Placing your product as part of the normal cycle Coke image of Santa carries through pop culture Others? Turkey ads Jewelry for Valentines Budweiser horses for xmas Creating an Image Marlboro Man Masculinity died of lung cancer Association You will be associated with this guy and what he represents Identification Image Others Bret Farv Cover Girl Michael Jordan shoes Free Credit Report. Com Branding Branded products are worth more Spend 50% more Dapper Men Exclusive Product Similarity COACH Walking billboard There are quality differences but people are worried about brands Man in the Hathaway shirt Challenging Expectations Youre too smart to be fooled approach, smart consumers buy our products VW campaign Cars -- It was all bigger is better, cars with wings, get girls, life is better, youll be liked VW- heres a car thats fuel efficient, you should buy it Other examples Tampon Commercials making fun (new brand) State Farm Ads a Cultural dipstick As reflection of culture Limited time/space Therefore use of stock characters, settings, stories Instantly identifiable Already know background Reflecting social values and desires Targeting Mainstream audiences Inoffensive (although sometimes irritating) MTV shock value (the exception) Old navy ads Use interactial families (hadnt seen them in ads while chock was in Hawaii) Positive response What was acceptable in certain time periods....
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This note was uploaded on 02/16/2012 for the course IST 195 taught by Professor Staff during the Fall '08 term at Syracuse.

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3 lecture notes - Unit 3 19:23 Monday Advertising...

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