The Power of Advertising: October 2012

Wednesday 31 October 2012

What Makes a Good or Bad Ad.

What makes a Bad Advert:

Damon, D, 2010. Credit Answers Runs Misleading Ad, TASC Does Nothing – Big Surprise [electronic print] Available at: <http://damonday.com/1689/credit-answers-runs-misleading-ad-tasc-does-nothing-big-surprise/> [Accessed 7th November 2012]

1. It is not believable. For example: Adverts that have scenes of real-life situations where dialogue is most often setup .

2. Lack of authenticity. For example: Adverts that takes focus off of products.

3. Too draggy. Example of good attention time period: 3-5 seconds for printed ads. 30 seconds for radio or televisions.

4. Not creative enough

Laura, M, 2008. Advertisements For Medifast .[electronic print] Available at: <http://www.starling-fitness.com/archives/2008/02/26/advertisements-for-medifast/> [Accessed 7th November 2012]

4. False and misleading commercial

Teo Studios, 2008. Domestic Violence Ads. [electronic print] Available at: <http://www.adsora.com/social/domestic-violence-ads> [Accessed 7th November 2012]

5. Violence and obscene

What makes a Good Advert:

1. Following a simple formula: Attention, Interest, Desire, Action, Identification.

The link: http://iml.jou.ufl.edu/projects/STUDENTS/Dowe/howto1.htm

For example on how it’s used:

Aà Hey look at this! (Attention)

Ià Let me tell you more about it now that I have your attention. (Interest)

DàCan't you just see yourself using/doing this? (Desire)

Aà Well, then, just do this. (Action)

IDà And here's who makes it-- or where you can get it. (Identification)

(David Malickson, 2012, online)

2. The audiences “get it”. Understanding the message by the advert. (This varies depending on the culture of the society).

-Connects with the audiences.

-Association: (Eg: I can relate to that.)

-Emotion: (Eg: Have you lost touch with old friends?)

-Intrigue: (Eg: Are you ready to become a millionaire in 9 months?)

-Identifying a problem: (Eg: Tired of doing dishes?)

-Making a claim: (Eg: This product will make your skin look fair and lovely, or your money back guaranteed.

(Marketing-made-simple, 2012, online)

Caesar, C, 2011. Land Rover S1 Phone Campaign [electronic print] Available at: <http://www.paranoias.org/2011/02/land-rover-s1-phone-campaign/> [Accessed 7th November 2012]

3. Strong Visuals. For example : Use eye-catching graphics (scs.sk.ca,2012, online)

4. Effective headlines. (For printed medias) Must be attention-grabbing because it will either draw the audiences to continue reading the ad or ignore it. (EpicMarketing, 2012, online)

5. Contact Information must be clearly visible. (For printed medias or TV commercials). For example: Facebook page, email ad, phone number, etc. (Christopher Dean, 2011, online)

6. Memorable. Catchy. Relevant. (For TV commercials) (Eg: Unique, Dramatic, Crazy, Funny, Shocking etc.) (Clare Austen, 2009, online)

Aurora, G, 2010. 77 Catchy and Creative Slogans. [electronic print] Available at: <http://www.hongkiat.com/blog/77-catchy-and-creative-slogans/> [Accessed 7th November 2012]

7. Simple words. No complicated words. Short sentence and straight to the point which provide enough information but not overload the audience.Besides, the use of bright, bold colors made people stop and look at the image. Even though the advertisement may have little text on it, people would get the message that this product is new, fun, and bold.

8. Avoid clichés. (Marketing-made-simple, 2012, online)

9. Define the product immediately. (TV commercials) People might switch channels before knowing what it is.

10. Understand your own customers. Use market research to divide them into relevant group to target them effectively.

11. Demonstrate how the consumer can take action. Make it clear how they can obtain your product, give motivation to do it quickly, stimulate short-term interest like limited offer and limited edition. (EpicMarketing, 2012, online)

12. Space. Advertisement contains some white space and does not appear cramped.

There are a variety of ways to make your advertisement stand out:

1. Look around your area and write down descriptions of advertisements you see.

2.Observe the trends, text, colors and what kind of images are on the advertisements.
Once you start noticing trends, try to think of ways your advertisement can go against those trends and be something different. Something that will make people stop and look. Once you've made people stop and look at your advertisement, they need to be able to understand what you're selling.

3.You may have the most eye-catching image on your advertisement, but if it is completely unrelated to your product or service, then viewers won't understand what you want them to buy. So, be sure that when you are selecting your images and text for your advertisement, people will understand what you're trying to sell.

4.A well-designed advertisement will also communicate well to audiences. In order to figure out how to make your advertisement effective, you need to identify your audience.
Who are you trying to target? Teenagers? The Elderly? Business people? Parents? There are a variety of different audiences, and the more specifically you can identify the audience for your product, the better chance you have of designing an ad that will effectively influence your audience.

5. The key is to think of the general traits of your specific audience and try to reflect those traits in your advertisement. What do they value? What do they fear? What motivates them?
The advertisement also needs to be legible.
-Viewers shouldn't have to work to get what you're trying to say.
-The advertisement needs balance. One side shouldn't feel heavier than the other.
-The advertisement should also make good use of contrast, repetition, color, and pattern. When these design elements are implemented well into an advertisement, the result is a fabulous ad that will appeal aesthetically to viewers.

References:

Ortwin-oberhauser.com ,2010. The Pepsi Shaolin Monk boy Commercial Video | Ortwin Oberhauser. [online] Available at: <http://www.ortwin-oberhauser.com/the-pepsi-shaolin-monk-boy-commercial-video/> [Accessed: 27th October 2012].
Scribd.com (1940) Antithesis. [online] Available at: <http://www.scribd.com/doc/44923390/Antithesis> [Accessed: 27th Oct 2012].
Disinfo.com (2011) Consumerism | Disinformation - Part 2. [online] Available at: <http://www.disinfo.com/tag/consumerism/page/2/> [Accessed: 27th Oct 2012].
Gianfagnamarketing.com (2012) What Makes Bad Advertising So Bad? It’s Not Believable | Smart Marketing Strategy. [online] Available at: <http://www.gianfagnamarketing.com/blog/2011/01/27/what-makes-bad-advertising-so-bad-it%E2%80%99s-not-believable/> [Accessed: 27th Oct 2012].
Iml.jou.ufl.edu (n.d.) Tips for making advertisement better. [online] Available at: <http://iml.jou.ufl.edu/projects/STUDENTS/Dowe/howto1.htm> [Accessed: 27th Oct 2012].
Marketingepic.com (2012) What Makes a Good Ad?. [online] Available at: <http://marketingepic.com/blog/what-makes-good-ad> [Accessed: 27th Oct 2012].
Agamaadvertising.com (2012) What Makes a Good Ad? - Agama Advertising - A Full Service Advertising Agency in Victoria, Texas. [online] Available at: <http://www.agamaadvertising.com/index.php?option=com_content&task=view&id=95&Itemid=140> [Accessed: 28th Oct 2012].
Scs.sk.ca (n.d.) What makes a good advertisement. [online] Available at: <http://www.scs.sk.ca/rbi/Bundgaard/White%20Board/Creative%20Writing/What%20makes%20a%20good%20advertisement.htm> [Accessed: 28th Oct 2012].
Marketing-made-simple.com (n.d.) Designing a good advert. [online] Available at: <http://www.marketing-made-simple.com/articles/advert-design.htm#.UJF4x8XMiNI >[Accessed: 28th Oct 2012].
Lim, H. (2011) 70 Creative Advertisements That Make You Look Twice. [online] Available at: <http://www.hongkiat.com/blog/70-creative-advertisements-that-makes-you-look-twice/ >[Accessed: 28th Oct 2012].
Duncan, A. (n.d.) 10 Essentials to an Effective TV Commercial. [online] Available at: <http://advertising.about.com/od/televisionandradio/a/commercialmusts.htm> [Accessed: 28th Oct 2012].
Helium.com (2009) What makes a good commercial on TV - by Clare Austen - Helium. [online] Available at: <http://www.helium.com/items/1330175-what-makes-a-good-commercial-on-tv >[Accessed: 28th Oct 2012].
Ehow.com (2001) What Makes a Successful TV Commercial? | eHow.com. [online] Available at: <http://www.ehow.com/way_5120793_successful-tv-commercial.html> [Accessed: 28th Oct 2012].
Dean, C. (2011) Christopher Dean A2 Media Studies: What Makes a Good TV Advertisement?. [online] Available at: <http://cda2mediastudies.blogspot.com/2011/10/blog-post_1794.html> [Accessed: 28th Oct 2012].
Answers, 2012. What makes a bad ad?[online] Available at: <http://wiki.answers.com/Q/What_makes_a_bad_ad> [Accessed 31st October 2012]
SmartMarketingStrategy, 2011. What makes Bad Advertisement So Bad? It's Not Believable.[online] Available at: <http://www.gianfagnamarketing.com/blog/2011/01/27/what-makes-bad-advertising-so-bad-it%E2%80%99s-not-believable/> [Accessed 31st October 2012]
Answers, 2012. What makes a good commercial.[online] Available at: <http://wiki.answers.com/Q/What_makes_a_good_commercial> [Accessed 31st October 2012]
Marketing Made Simple, 2012. How to design effective an effective advert. [online]Available at: <http://www.marketing-made-simple.com/articles/advert-design.htm#.UJE_qG_A_eZ> [Accessed 31st October 2012]
What Makes a good advertisement?[online] Available at: <http://www.scs.sk.ca/rbi/Bundgaard/White%20Board/Creative%20Writing/What%20makes%20a%20good%20advertisement.htm> [Accessed 31st October 2012]
Ad Savvy,2012. 5 Elements of a Great Advertisement. [online]Available at: <http://www.adsavvy.org/5-elements-of-a-great-advertisement/> [Accessed 31st October 2012]

by Voon Ann, Nicole Yong and Ruth

History of Pepsi.

I believe while doing research you would have to first do a little bit of background history check on the product you are present.

So I did a little research about pepsi's history,
So pepsi is a carbonated soft drink that is popular the world over.

It was first made in the 1890s, by pharmacist Caleb Bradham in New Bern, North Carolina, the soft drink has wooed millions of people with its flavor.

Have you always wondered how your favorite drink Pepsi came into being?

This soft drink, which has been running popular since years together, has a long and interesting history of its own. It is produced and manufactured by the reputed company PepsiCo.

Pepsi made its first appearance in the world in 1890s. Pharmacist Calrb Bradham of New Bern, North California, is the man to be credited with the production of this drink. He introduced the drink in the name of “Brad’s Drink”. Later, it came to be known as ‘Pepsi’, probably due to the use of digestive enzymes, such as peps and kola nuts in its preparation.

Due to world war one, that cause the lack of sugar pepsi actually went bankrupt once.
However, they manage to stand once again.

Pepsi started growing as a world brand due to the well-planned and systematically organized marketing and campaigns.

In 1940s, Walter Mack was appointed the new President of Pepsi-Cola,
He discovered that the advertising somehow missed the African Americans,
who could contribute to enhance the popularity of the brand.

Therefore, Hennah Smith was appointed as an advertising persona from the African American community, to focus a sales team upon the blacks.

Nowadays pepsi are seen with many different kind of designs all around the world. ( Mickey Ashner,2011,online)

Contrib.andrew.cmu.edu (1890) Untitled Document. [online] Available at: http://www.contrib.andrew.cmu.edu/~jwilder/project%20abstract.html [Accessed: 31 Oct 2012].

Ficklefinance.com (2012). Cola Wars: Coke Welcomes New Board Member; Pepsi Shifts Strategy. [online] Retrieved from: http://www.ficklefinance.com/cola-wars-coke-welcomes-new-board-member-pepsi-shifts-strategy/ [Accessed: 31 Oct 2012].

Reference

Untitled Document
History Of Pepsi - Interesting Information On Origin & Background Of Pepsi Cola Wars: Coke Welcomes New Board Member; Pepsi Shifts Strategy

Lifestyle.iloveindia.com (2012) History Of Pepsi - Interesting Information On Origin & Background Of Pepsi. [online] Available at: http://lifestyle.iloveindia.com/lounge/history-of-pepsi-6497.html [Accessed: 31 Oct 2012].

by Camille.

More on Pepsi Ads

After consultation with Ms Jinchi last week, we decided to choose the ads that Shu Man found, which is

" The Pepsi with Chinese Monk"

Description

This ad is about a young boy who is brought to a buddhist monistary. There he is taught the ways of of Kung Fu and learns how to be a monk from an old Buddhist Shaolin Monk master. The final scene is of him doing his final test in order to become a monk., His final task is figuring out what the symbol on all of their heads means. As he looks down at the Pepsi he just drank, he realizes that crushing the can with his head would give him the same symbol.

The story happened in the Chán Buddhist temple at Song Shan near Zhengzhou City Henan Province in Dengfeng, China. The monetary was founded in the 5th century, the monastery is very famous for its association with Chinese martial arts and particularly with Shaolin Kung Fu and it’s the Mahayana Buddhist monastery perhaps best known to the Western world.(Ortwin.O, 2010, online)

Shaolindisciplesunion. The Shaolin Temple. [electronic print] Available at: <http://www.shaolindisciplesunion.com/SHAOLINTEMPLE.html> [Accessed 31st October 2012]

Source : Pepsi
Target Audiences : Ranges from children as young as 12 to adults in there 40's.
Media : Television commercial
Context : Nov 29, 2007
Objective : To make people feel like drinking Pepsi
General selling proposition : If you drink Pepsi, you will feel fascinating and can show people your real strength.
Product Attributes : delicious, addicted
Customer Benefits : Become stronger and more relax
Personal Value : sociable, pleasure

(

Phungvuchaulong, 2011, online)

They showed a few things about Chinese culture.

1. Kung Fu. It is a symbol of Chinese culture. The origin of martial arts (Kung Fu) is surrounded by the vague mysteries of the Shaolin Temple and the Shaolin monks, who also play an important role in this ad.

2. The Shao Lin Temple. It was built in 495, is the most famous temple in China, and has many legends and mysteries, Chinese people are very familiar with it because there are famous literature and movies about it.

3. Music - Unlike other Pepsi commercials, which always use pop music like R&B or rock, it uses the music played by a traditional Chinese instrument.

Symbol in the Pepsi Ads

The message of this Pepsi ads is effective to some and to others maybe not so much. It need to depends on the person and how they are feeling at that moment of viewing, if they are thirsty but cannot think of something to drink and then see this commercial the action blended with the humour touched up with the Pepsi can might be enough to sell someone who is desire need of a drink. That is why this ads is not effective enough. (Alane.B, 2010, online)

The point that drink pepsi will make the people feel stronger is not believable because in the ads it only show they drinking pepsi after he breaks all the bricks. Parody and fantasy is different because the audience doesn't expect reality. People may not understand that the symbol on the monks' head is the pepsi can print. All the carbonate drink cans look almost the same.

Screen shot from ''Pepsi with the Chinese Monk'' ads

Zoofari,2011. Top of a coca-cola can. [electronic print] Available at: <http://commons.wikimedia.org/wiki/File:Coca-Cola_can_top.jpg> [Accessed 31st October 2012]

References:

Ortwin Oberhauser, 2010. The Pepsi Shaolin Monk Boy Commercial Video.[online] Available at: <http://www.ortwin-oberhauser.com/the-pepsi-shaolin-monk-boy-commercial-video/> [Accessed 29th October 2012]

Alanbane.blogpsot, 2010. The Critical Mind - The Pepsi Monk.[online] Available at: <http://alanbane.blogspot.com/2010/05/critical-mind-pepsi-monk.html> [Accessed 31st October 2012]

Wordpress, 2011. Entry2_Phungvuchaulong.[online] Available at: <http://ct09e24.wordpress.com/2011/10/10/entry2_phungvuchaulong/> [Accessed 31st October 2012]

by Shu Man and Nicole Yong

Unsatisfactory Ad - Snickers Malaysia Commercial 2012

http://www.youtube.com/watch?v=vrEueZxkVEw

Why I find this ad bad:

-Doesn't attract audience to eat snickers,but only make them laugh

-Ridiculous transformation might cause audience not to believe that snickers really gives energy

-Doesn't have any catchy music or repetition that makes audience continue to remember the ad in their heads

by Ruth

Mc Donalds Arch Deluxe Burger

http://www.youtube.com/watch?feature=player_embedded&v=0-61ODw6M34

Why I think its a failed ad:

- Attempt to upgrade the burger but the advertisements itself shows a chef promoting the burger in a lift

- he seemingly begs people to eat the burger.

- adults are not willing to pay a higher price for a slightly different burger.

- people usually see mc donalds as something for everyone. not at a certain class.

Why it failed:The goal of the Deluxe line was to market McDonald’s fine cuisine to the adult demographic. Unfortunately, adults weren’t interested in paying significantly more for slightly different burgers.

by Camille.

Tuesday 30 October 2012

My unsatisfactory ads

WHY I THINK THIS IS AN UNSATISFACTORY AD

: First of all, what does that symbol on their forehead have anything to do with Pepsi.
- Its not even Pepsi's logo.
-It can be found on ANY can drinks.

: It they did not show the shaolin monks drinking Pepsi, i wouldn't know what kind of ad is this, and might think its from some no-brand company.

: Pepsi is suppose to target kids, teens, and adults in their late twenties. This ad is not suitable for that kind of age group.
- People in that age group especially in western countries can't relate themselves to the culture they portray.
- So they just laugh because its funny how they hit their head so hard on a can drink .

: Pepsi is a very modern brand, very pop art likey from the logo design and their can drink design.
- Their design concept and the background of this ad doesn't relate. It creates a very wide clash .

That's about it.

Shu Man.

Research for Unsatisfactory Ads. "Minute Maid Pulpy Orange Juice"

http://youtu.be/Hg_lTCv3ODQ

Description:

The advert shows someone squeezing an orange juice into a glass and a voiceover saying how minute maid's orange juice taste like freshly squeezed juice.

After that "minute maid pulpy orange juice" conducted a survey among fruit sellers in a marketplace as to which type of orange juice that taste the closest to the freshly squeezed orange and also which they prefer more.

They were 2 dispensers of orange juice set up with the labels "Jenama A" and "Jenama B". The people would cast their votes by pressing a button underneath their preference.

They would also give the reason as to why they choose that brand. Majority preferred "Jenama A" with 91 votes and "Jenama B" got 9 votes.

After that, it was revealed that "Jenama A" turns out to be "Minute Maid Pulpy Orange Juice". And the voiceover said that 9 out of 10 fruit sellers prefer "Minute Maid Pulpy."

After that, the advert end with showing a bottle of the orange juice with the words "Nampak seperti baru diperah. Rasa yang hebat." which means "Looks like freshly squeezed. Great taste!"

The reason that this is a failed advert is because:

1. The message sent to the audiences that the orange juice is most preferred by majority appears unbelievable because the audiences already know from the beginning of the advert that the orange juice will definitely get the most votes.

by Voon Ann.

The Selected Unsatisfactory Ads - Very Funny Pepsi Commercial

The Selected Bad Ad-The Very Funny Pepsi Commercial~

http://www.youtube.com/watch?v=40DykbPa4Lc

-The ad which is abit too draggy would cause audience to not pay attention till the end of the ad.

-Audience could get confused as the message is not conveyed clearly (~the can's sign on the monks heads)

-It is not really attention grabbing as theres no stuff like catchy music, repetition, loud sounds, visual humor (monk's a boring scene) doesnt suit

target audience~

-Not really trustworthy because others would not be able to break bricks and do other stuffs that the monk did after drinking that same pepsi

By Ruth

Research for Unsatisfactory Ad.

Never Say No to Panda!

http://www.youtube.com/watch?v=X21mJh6j9i4

The reasons that I chose this ad are,

They shows the violence of the panda like throw everything from the table to the floor , knock down the trolley, destroy the food and more, rather than shows the cuteness of panda to convince people when they reject to have the panda cheese. I think that this is not a good way to convince people to buy, its like a forceful advertising. It will more likely to scare the audience away.

Audience may not know what is the Panda cheese and how good and healthy that will make them never say no to it because there is no descriptions or any nutrients,ingredients and information about the panda cheese in the advertisement. Besides, they didn't show how it looks like other than just showing the packaging that cause audience don't really feel how delicious it is.

Audience may only focus on the panda itself but not the cheese.

by Nicole Yong

30 Oct 2012