Week 4: Advertising Assessment

In this task I am going to be speaking about and explaining a successful promotional campaign. The campaign I will be speaking about is the ‘whopper sacrifice’. The whopper sacrifice is a Burger King advertising campaign on Facebook that promised a coupon for a free hamburger if participants deleted 10 people from their ‘friends’ lists on the social network. I would class a good advertising campaign as: it is aimed at the target audience and uses the most effective medium for them. It should raise the awareness of the business and also increase the public's estimation of its importance. The main message must be the most prominent one, the one that stays in your head. The main types of advertising media are as follows: television, printed

When I started assignment four I was initially very confused at the prompt since I did not fully understand exactly what it was asking. Although after discusses the prompt in class as a group, I got a better idea of what its asking us to write about. I searched up recent super bowl commercials since they are typically more entertaining and relatable. Once I found my commercial I broke it down similar to the way assignment two asked us to rhetorically analyze a commercial. After that it was easier to identify the advertising strategy of the website since I already had a feel as to what to look for.

Good advertising messages are especially important for today 's high cost and saturation of advertising medium. Average consumer has access to variety of television channels and radio stations, as well as wide selection of magazines that contain advertisements specifically targeted for the consumer. Countless catalogs, advertising by mail, and a steady stream of other advertising media can be added to traditional methods. Consumers are literally bombarded with advertising messages at home and at work, and on the street. Some customers get tired of all this turmoil advertising. In addition, it causes a big problem for advertisers. It’s becoming too expensive and sometimes difficult to stand out from the crowd.

My assignment to create a three-month, multi-media campaign that will deliver both high frequency and engagement with the target market for Dinner's Done, is no easy task. Dinner's Done is a new line of meal packages that includes all the ingredients needed for a healthy, easy-to-prepare, homemade meal that serves a family of four. Although the campaign will include some combination of television advertising, online advertising, and print advertising, my job is to prioritize one of these options.

In the reading Advertisements R Us, Melissa Rubin expands upon her analysis of Coca-Colas’ 1950 magazine advertisement, and brings many points to light about how the company uses cleverly crafted advertising tactics to appeal to a specific group of Americans. By clearly communicating her evidence to back up the analysis of the advertisement, Ruben composes a thoughtful and persuasive paper. For example, Rubin explains how simple details, such as the use of their slogan on the vending machine pictured which reads “Drink Coca-Cola - Work Refreshed”, and the placement of “Sprite Boy” in the ad, all work together to send a message that makes consumers want to buy their product. Consequently, because of the evidence presented in her writing, Rubin has crafted a paper that I find logical and persuasive.

This is a magazine advertisement critique for ACUVUE 1 Day Moist contact lenses advertisement. The critique will based on whether this advertisement has all the important elements such as headline, copy, visual, typefaces, sizes, colours, signatures, and etcetera. Besides, this is to check the level of persuasiveness of this ad, whether it can call people to action, to buy the product immediately. Next, we want to see how effective the visual works with the copy and headline to assist each other in order to create people’s interest towards finding more about ACUVUE 1 Day Moist contact lenses. We want to analyse whether the message that this ad is trying to deliver is received by the customers.

The following advertisement depicts a man sitting on artificial grass in a makeshift campsite in what appears to be a living room. The man has his hands folded and is looking upward with a wishful expression on his face. To his left there is a pitched tent, and in front, a pile of sticks ready for a fire with a kettle off to the side. Behind the man we see a couch and a lit lamp, and in the background there is a dark room with a potted plant and a painting of a landscape hanging on the wall. Above the painting, in white letters the ad says, “Some Moments Belong Outdoors.” On the bottom of the ad the words, “See What You’ve Been Missing,” direct the audience to the Benedryl website, and in the corner a Benedryl logo is printed (People).

“New kittens need a home.” When I saw this advertisement, I begged mom to let me keep one. When she said I could, I squealed with delight and jumped up and down clapping my hands! I picked a cute, white kitten and named him “Whity”? I loved my cat, but he was a little silly looking, boring, and noisy. He looks kind of funny, because he doesn’t have a tail! Also, his soft fur is white as snow, except for some spots on his head. Those spots are a light orange. Whity is a very lazy cat! He just likes to sleep. When he sleeps, his eyes are closed and he is relaxed. He curls up in a ball and rests his head on his paws. When he is awake, he just wants to eat. He only likes to eat white rice if we put salty, flavorful tuna in it. The tuna makes his

up about two thirds of the A4 sized advert. The picture is of a woman

Media Strategy: For our advertising mediums we chose to use a magazine, a radio spot, a commercial spot and passing out flyers. By choosing a magazine as one of our advertising mediums our company is aiming to achieve image advertising. The target market for the magazine we chose to use, Seventeen, is young girls between the ages of 16-21. Targeting this demographic age group through this magazine is beneficial to our products and service, because we are trying to grasp the attention of young girls getting ready to enter college as well as those already in college.

In order to stay on task, I would like to remind the creative team to remember the following: “Creative strategy for campaigns begin with marketing objectives. As always, you have to ask, “What do you want to accomplish?” The more specific the goals, the better your plan. When the objective is to introduce or reinforce a brand, start thinking campaigns.” (Altstiel, Tom and Grow, Jean, Advertising Creative, Page 183)

What is the strategy? Refers to The Advertising Concept book (Barry 2008). Strategy refers to the overall marketing or selling approach” Strategy is everything about the company/product from the company position to benefit of the product to target audience. Therefore, from that point of figuring out the strategy leads to concept/ideas and finally the campaign or the ads itself.

The commercial will open with the friends sitting on the sofa watching television for 4 seconds

Advertising is a persuasive communication attempt to change or reinforce one’s prior attitude that is predictable of future behavior. We are not born with the attitudes for which we hold toward various things in our environment. Instead, we learn our feelings of favorability or unfavorability through information about the object through advertising or direct experience with the object, or some combination of the two. Furthermore, the main aim of advertising is to ‘persuade’ to consumer in order to generate new markets for production.

So many people are intimidated by the word marketing. They may not realize it, but marketing is a part of their daily routine and they will use it for the rest of their life. Singles use marketing theories to find love, parents to convince children to behave, and teachers to sell knowledge to the classroom. Anytime someone successfully convinces or sells another person on their idea, or product, they likely used elements of marketing without even realizing. In light of this, one of the most basic, and sometimes naturally used marketing developments has been brought about by the emergence of positive psychology. The science of positive psychology is leading to formalization and acknowledgement of marketing ideas that have been components of successful marketing campaigns for ages, such as strength-based marketing and psychological marketing. Understanding positive psychology’s influence on marketing gives consumers a chance to see how companies are using it to increase brand recognition and customer retention, as well as for developing stronger “word of mouth” marketing.