Case Study: Are Five Heads Better Than One?

KitKat has strategically utilized the two fundamental knowledge-based and experienced-based marketing to create real-life experiences in promoting its “Celebrate the Breakers” campaign. Knowledge-based marketing is the traditional, monologue marketing process of getting an idea across, which McKenna (1991) suggests that the customer’s needs and desires are integrated into the designing process to help sustain and support a company’s reputation (p.67). KitKat has used this form of marketing in its television commercial and print advertisements by broadcasting the message that all individuals should ‘celebrate different types of breaks’ in their every day lives. The big idea of the commercial plays with consumer’s emotions that they deserve to

Thus, by creating appeals to logos, pathos, and ethos, companies use advertisements as powerful persuasive tools. This can be done through the careful selection of color, imagery, narration, design, and layout, to name a few significant elements. When used correctly, these rhetorical strategies can make the difference between whether a product or idea is embraced or rejected by the

I. Purpose for this investigation is to pin-point problems within the Roanoke branch of Phoenix Advertising which have led to the recent resignations of an art director and an account executive, increasing client complaints about quality of work, productivity and demoralization of employees within that branch.

The Persuaders (2004, directed by Douglass Rushcoff) is a documentary with a hard eye on the multi-billion dollar advertising and marketing industry. They examine the subconscious and psychological techniques behind advertising and marketing developments. The documentary also determines how these new methods of marketing influence us, our desires and our self-image, finally theorizing on the future implications or repercussions of the influential forces that are constantly at work.

The team will be contact bus companies, and will also be responsible for advertising on buildings, and on public benches. They will also work to create both online exclusive advertisements, and advertisements that will appear on TV. YouTube will work closely with TV Network ABC to attract new viewers; this partnership will also be extended, ABC’s shows will be advertised on the video giant. The marketing team will work with all other teams to market the site to new audiences.

Moderator explains that they will spend 45 minutes looking at television advertising for a medication. She also describes the commercials as being in the early stages of development, and that they will need to use the theater of their mind to imagine what will ultimately become a finished, polished TV commercial using real actors. Moderator tells them that they are here at a critical juncture, before a campaign is produced, to understand which print campaign direction or directions are the most clear, interesting, and helpful for them.

For week four Learning Team A has chosen scenario one to focus their team assignment around. Team A has also decided to create a storyboard and PowerPoint as their catalysts to present their work. The objective was to create an electronic advertisement to attract consumers to the restaurant and a print advertisement to help support the new brand identity with a younger male demographic. Through this process it was learned that it is important to have a strong advertisement strategy and message strategy to help pin-point the exact demographic you want to target, and what type of message you would want to use to obtain their business. Lastly, the role that media convergence played in the decision making of the group will also be discussed.

In today’s market of technology and visual stimulation it becomes more and more important for advertising campaigns to stand out and be innovative, and it is this idea that drove one Canadian beer company to do something that had never been done before. In light of waning interest, Kokanee, owned by the Labatt Brewing Company, enlisted the help of Toronto based Grip advertising agency to (with its entire yearly marketing budget) create something really big for there next campaign. Grip’s innovative response to this challenge was to do something completely new and create an ad in the form of a full-length feature film, which they would call: “The Movie Out Here”

Coming up with advertising ideas is not as easy as it might sound. Sometimes two or more companies might come up with the same slogan causing a conflict between them. That’s the case between the Coca-Cola Company and the Grove Press Incorporation. Both used the slogan “It’s the Real Thing” to describe their products and the Coca-Cola company was not in agreement with that. A company executive from the incorporation and a worker from the company, Ira Herbert, addressed this issue through a letter. Mr. Herbert, used a demanding tone, repetition, and pathos in order to get the Grove Press incorporation to stop using the slogan. On the other hand, Mr. Seaver, the person from the incorporation is the most persuasive due to the use of a serious direct tone, anecdotes, and sarcasm in order to explain to the Coca-Cola company that they have the right to use the slogan.

One thing I can say about my commercial is that my creativity was present throughout my commercial. Also, my energy was upbeat and not once did it decreased throughout the whole commercial. My imaginary product was unique. The item was believable because I

By implementing advertisements on television to create awareness and interest in the company, New Belgium Brewing (NBB) can craft their image as a first impression to a new market. Looking back and reflecting on the previous television ad that ran for a short time long ago, some things would have to change, but the music, the bike, the beer, must remain the same. Creating a television ad should be a major project that deserves careful attention to detail to exhibit the values of the company through fun and folly, sophistication, and long lasting endurance.

Poor management is another contributing factor and reason the project fails. Initially, the company, “allowed [the team] as much autonomy as possible” (700). The firm intended to give the team “freedom to see the project through from start to finish by coming up with their own ideas, hiring someone to film the commercial once the idea was in place, creating and maintaining a budget, and presenting the final commercial to the client.” However, this proves to be too much autonomy for a team which worked together for only a week. The team is not given enough guidance or information by management to properly pursue this “home run” project. Management does not provide the necessary steps the team should have taken to effectively complete the assignment. In addition, as stated before, a strong bias exists towards the choice of which members would comprise the “home run” team. Management failed to choose group members based on group performance. Rather, they chose members based on surface-level attributes, such as age, time within the company, and sociability.

Collective elements such as relevance, visual magnetism, and symbolism are techniques which often help in deciphering between an effective and ineffective advertisement. Ultimately, achieving the goal of promoting either a product

The team tried to make the situations realistic and relatable. They based their advertisements off of their findings from their focus groups. For example they stayed away from using celebrities in most of their ads because they were perceived to be less credible than ordinary boys of girls.

The case makes a reference to the firm’s loss of the Marko bid which had Tom leading with the right design but Paul who is the head of the architectures sales, does not do enough to sell the idea (at least that is the perception of a few team members). The team’s perception that Tom’s creative work lacked the support structure it needed to succeed gives an insight how the creative folks in the firm feel. They believe, he didn’t have a first class sales and marketing team behind him.