EXTRA POINTS

Lizzury Rodriguez
December 4th, 2008
RCS-362-01
Blog # 12
883875655

EXTRA POINTS

Product placement appears in plays, film, television series, music videos, video games and books. Product placement occurs with the inclusion of a brand's logo in shot, or a favorable mention or appearance of a product in shot. It is done without disclosure, is a natural part of the work. Today most major movie releases contain product placements. The most common form is movie and television placements and more recently computer and video games.

The first example that I found about product placement was in the movie “Men In Black II.” In this movie, we can see how at the beginning there is a magazine in which it appears a Victoria’s Secret’s two-page ad. Then, we can see a woman in a pizzeria that is carrying some soft drink cans which are green, after few seconds, we can observe that they are Mountain Dew cans. Then there is also a scene in which it seems to be the airport and we can see how the camera is focusing the Sprint Store, Burger King, etc. Here is the link of this example>

http://www.youtube.com/watch?v=qCcn8prSVdo





The second example that I found was in the movie “You’ve got mail.” The scene that really caught my attention was the one in which Tom Hanks is in Starbucks waiting for his coffee, and after he got it, the Starbucks logo appears behind him. He leaves the place, and after that it also appears Meg Ryan waiting for her coffee too.

http://www.youtube.com/watch?v=-UI2hwCwPVY





The third example that I found was in the movie “Superman II”. Superman is fighting with a guy and he throws him away. The guy fells in what seems to be a truck, it is a Marlboro truck. After that, Superman throws him again and he crashes in a huge Coca-Cola ad.

http://www.youtube.com/watch?v=q5815L9lv3k





Product placement in television and movies has been around for a while. Seeing a real life product in a movie helps to give that movie a more realistic sense. Product placement in movies and TV is becoming more and more pervasive and when the main character in a movie or a TV show touches, eats or uses a product, companies expect maximum returns. However, few countries, notably the United Kingdom, do not permit product placement in domestically produced films.

Lizzury Rodriguez
November 22th, 2008
RCS-362-01
Blog # 11
883875655

* SUPER BOWL ADVERTISING *

The Super Bowl is often the most watched television program of the year in the U.S. Without any doubt, one of the things that make the Super Bowl very famous worldwide is the high-profile advertisements that are aired during its television broadcast. The Super Bowl is a very highly rated program, and that is why prices for advertising space can cost millions of dollars, and prices are increasing each year. In 2007 the cost of 30 seconds of advertising time was $ 2.6 million, but a new record has been settled with a cost of $ 2.7 million for a 30 second spot during Super Bowl XLII in 2008, due to the extremely large audience, more than 97 million viewers. The high price tags of the commercials all but promises that they will be spectacular and innovative in most cases. The commercials are often highly anticipated, generating much buzz even before the game is played.

One of the ads that really caught my attention was the one launched by Pepsi, where Justin Timberlake performed. The commercial starts with Justin seated in what seems to be a restaurant, and he is talking with some friends. Suddenly, Justin is pushed by some strange force and he ends up in the street. While the force drags him over and over again, you can see a girl’s mouth that is taking a sip of Pepsi. The commercial plays on the idea of Timberlake’s “magnetic attraction” and follows Justin as an invisible force drags him through city streets, subjects him to crotch-crunching agony, and drops him at the feet of a Pepsi-sipping girl. As they are watching each other, it appears a voice that says: “Every sip takes you closer to Justin Timberlake MP3s, HT TVs and millions of songs from Amazon MP3 and more” The commercial ends when you can see some Pepsi cans and the voice says: “sign up at pepsistuff.com.” The ad was directed by Craig Gillespie (director of the feature film Lars and the Real Girl) and was created by BBDO NY.

What I liked about this commercial is Pepsi’s idea of creating a link with its audience through the use of artists and celebrities in its commercials. Now Justin is following the footsteps of Britney Spears, Kanye West, Mariah Carey, Mary J. Blige, and P. Diddy, who have all performed for Pepsi in the past. I think that this strategy is really good because people love celebrities, and people enjoy knowing and talking about them, even when they do not have a really good public image. I think Pepsi is trying to reach consumers, mainly women who feel attracted by such a handsome guy as Justin is. Pepsi is trying to convince these girls that by drinking Pepsi, they can win some prizes like Justin Timberlake MP3s. I think that the message in this ad is that being close to your favorite artist (in this case Justin) is as simple as drinking Pepsi. As we can see, the brand is willing to pay huge salaries to celebrities who are liked and respected by target audiences and who will favorably influence consumers’ attitudes and behavior toward the endorsed product.

Once Pepsi makes its commercials, it is also important that they find the best way to reach a huge amount of consumers. It has been demonstrated that people react with a relatively unenthusiastic response to advertisements placed on the programs contained in the alternative media buy. Comparatively, advertisements placed on the Super Bowl are, like the program itself, a special event. Consumers look forward to new, dramatic advertisements and often talk about the ads well after the Super Bowl is completed. People enjoy watching TV commercials on the Super Bowl, that is why brands such as Pepsi need to take advantage of this fact, and show its product throughout this way.

PR for Lindsay Lohan

Lizzury Rodriguez
November 17th, 2008
RCS-362-01
Blog # 10
883875655

Public Relations campaign:
Lindsay Lohan

When you think of Lindsay Lohan, the first thing that comes to your mind about her is the stereotype of a celebrity who has a bad influence on its audience. Lindsay has a lot to talk about for her bad behavior and alcohol abuse. She went from being a model of films for teenagers, to a girl who is constantly involved in paparazzi scandals. That is why her public image is badly damaged and she needs to change the way people think of her. She needs to make it known to the public, specially her fans that she is trying to have a behavior reform.

The first thing that she needs to do to change her bad image is what she has already done; the star appeared to curb her partying lifestyle. Anything that's changed in her life is because of her. But she needs to prove that she has matured and that she really wants to have a different lifestyle. All people admire celebrities who are involved in supporting some good charitable organizations, she can do so. She can donate some money to stop-drinking organizations.

Another thing she could do is to attend meetings where she can share her experience with other people that are having problems with drinking habits. In this way people will see her as a person who is ceasing to be a celebrity, taking a more human side that she shares with others.

Lindsay has to stay in contact with her fans to prove that she really cares about them, and about the support they have given to her. She could organize a contest in which her fans around the United States can win an invitation to a party given for her in her house, where she sings for them. She could advertise the party with a slogan such as “Taking care of you,” or something that has the meaning that she is actually changing her lifestyle.

She really needs to stay away from partying for a long time if she wants to improve her public image, because that is the only way people will trust her, if they see that she is changing her behavior. Lindsay needs to think about her career and stop saying and doing things that make no sense, such as calling Barack Obama America's first colored president.

The celebrity needs to be more serious even in the way she dresses. Her change in her public image can start by wearing different kinds of clothes. It is not a good idea to go partying without underwear, and being exposed to paparazzi that want to make pictures of her that creates controversy. Also she needs to stop being surrounded by people that are not helping her in changing the way public think of her.

Lizzury Rodriguez
November 8th, 2008
RCS-362-01
Blog # 9
883875655

FREE TOPIC

As we saw in class, ethics in advertising is a really important issue. Frequently we can see how elements such as fear, sex, humor, etc. are used inappropriately by brands, in order to attract people’s attention and at the same time to increase its sales.

For example, ads motivating alcohol consumption are among the ones that cause more controversy. That is why I found interesting to know a little bit more about how other countries face alcohol advertising and the kind of policies they are following. Here is some information about alcohol advertising policies in other countries:

Armenia and Albania - There are no restrictions on alcohol advertising, Health warnings are shown on ads and on containers.

China - China has little policy on alcohol, including no minimum age of purchase. The State Industry and Commerce Bureau issued an official document on regarding “The Regulations of Alcohol Advertising on Media”, implemented from 1 January 1996, but there is still much alcohol advertising that infringes the regulations. Advertisements may not associate drinking with social success, daring, toughness, bravado, stimulation and relaxing, and suggest that alcohol can enhance health and sexual performance (herb alcohol beverages).

Croatia - Complete restriction of spirits and wine advertising on television (including cable), radio, print, billboards, cinema, point of sale and product placement in television shows and films. Spirits and wine advertising on satellite, internet and rented videos is partial restricted. Branded sponsorship events are completely restricted for spirits and wine, and partial restricted for non-alcohol products associated with the brand. Beer advertising is not restricted.

Estonia - There is partial restriction of alcohol advertising on television and radio. Alcohol may not be advertised in the cinema and spirits may not be advertised on billboards or rented videos. Also, product placement is partially restricted.

Finland - Before 1977 alcohol advertising was regulated by Alko, the state alcohol monopoly. From 1977 all alcohol advertising was banned by law except in trade magazines. The 1994 Alcohol Act legalized advertising of alcohol up to 22% abv. Ads may not be aimed at minors, depict alcohol consumption linked to driving a vehicle, or describe heavy drinking in positive terms. Ads must not suggest that alcohol increases performance, socially or sexually success, has medical or therapeutic properties, refreshes, or helps settle conflicts.

There is partial restriction of spirits and wine advertising on billboards and at point of sale. Beer advertising is partially restricted in all media except cinema and point of sale. Events branded by beers or wine are partially restricted and spirits sponsorships are not permitted.

India - The government controlled channel, Doordarshan, does not broadcast such advertisements. From September 2000, the Cable Television Network (Regulation) Amendment Bill prohibited alcohol and tobacco advertisements. The ads continue to be seen via satellite channels.

Italy - The 2001 Alcohol Act introduced a ban on television and radio advertising of alcohol between 4 pm and 9 pm. It prohibits alcohol advertisements addressed to young people in all media, as well as during or 15 minutes before or after television programmes for minors. Ads may not show minors drinking alcohol and may not link drinking to therapeutic properties not acknowledged by the Ministry of Health. The Act requires a self-regulation code to be provided jointly by broadcasting companies, advertisement agencies and producers on the content of alcohol advertisements.

Japan - Japan has no state regulation or industry codes on alcohol advertising. Ads for beer and spirits are shown on television. From 6 pm, 10 percent of ads on Tokyo’s five stations promote alcohol.

Lithuania - Spirits advertising is partially restricted on television (including cable and satellite), radio and print, and completely restricted on billboards. Branded events are partially restricted.

Malaysia - Direct alcohol advertising is not allowed in the broadcast media or on billboards, except in the state of Sabah in East Malaysia. Alcohol advertising is permitted in cinemas, on video cassettes and the print media. Sponsorship activities are allowed.

Netherlands - There is no legislation restricting alcohol advertising. Other than the Television Without Frontiers Directive, the system is self-regulatory – so far.

Russian Federation - There is partial restriction of spirits and wine advertising on television (including cable and satellite) and radio. All alcohol advertising is completely restricted in print media and partial restricted on billboards. Wine and spirits branded events are completely restricted. Cinema advertising and product placement for beer or wine and beer branded events come under a voluntary agreement.

Spain - A 1990 law prohibited television advertising for alcoholic beverages over 20% abv. The TWF was implemented in 1994. Regional governments are also able to impose their own legislation. Self-regulatory codes covering advertisement content are also in operation.

In April 2005 advertising groups signed an agreement with the Anti-Drugs Agency of Madrid aimed at protecting minors from alcohol over-consumption. Alcohol advertising will not feature people under 23. Outdoor alcohol advertising will be restricted to billboards smaller than 10 x 12.5 meters, and not within 125 meters of a school. The TV channel Telemadrid agreed to broadcast alcohol ads only after 8.30 pm.

Sweden - New legislation was passed and implemented in January 2005 which clarified the purpose and application of Swedish alcohol policy. Alcohol ads are not permitted on radio or television, including satellite. Alcoholic beverages more than 15% abv may not be advertising in any periodicals or other journals, except point of sale materials.

Turkey - Alcohol advertising is prohibited on television and radio, but there are no restrictions on print or billboard advertising, or on sponsorship of sports events or youth events.

Vietnam - Alcohol advertising is prohibited by law. Alcohol producers and importers use direct methods to promote their products, especially to young people, such as sending promotion staffs to discotheques, bars and restaurants, and distributing give-away items.


Without any doubt, as the volume and sophistication of alcohol advertising has increased, so too has public concern in many countries. However, the national policies listed above have often been highly contested. Debates about concerns involving advertising continues and even more if it influences children and young people. We can notice that a number of countries now have legislation or voluntary codes on advertising targeting children. Most legislation and codes on alcohol advertising include a rule against ads that target those under the drinking age, and many require actors in ads to be above a certain age. Nevertheless, alcohol advertising and promotion is rapidly expanding throughout the world and is increasingly sophisticated and carefully targeted, including to youth. Brands are doing whatever is needed to attract, influence, and recruit new generations of potential drinkers despite industry codes of self regulation that are widely ignored and often not enforced.

Bibliography:

NZ Drug Foundation. (May 2006). Alcohol advertising. Retrieved Friday November 7th, 08, from https://www.drugfoundation.org.nz/files/File/alcohol%20advertising%20in%20other%20countries,%20May%202006.%E2%80%A6.pdf.

Lizzury Rodriguez
November 4th, 2008
RCS-362-01
Blog # 8
883875655

ANALYZING ADS

I really like this ad because I think that the message the brand wants to communicate to consumers is very clear. Absolut wants to show you that no matter what the occasion is, its brand is always with you. You can always have so much fun in your parties with this vodka. In this ad, Absolut is appealing to Christmas time and at the end of the ad it says “Absoult Joy…” This makes me think that in this important time of the year, when everybody is happy and is waiting for celebrations, Absolut can be with you and make you have an incredibly happy moment. It is implying that it is a necessity to have a great time. I especially liked the idea that the Absolut bottle is decorated as a Christmas tree, because it attracts people’s attention. It also makes you remember the brand so that when it is Christmas, you will want to buy it. With all this, Absolut is enhancing motivation, because the brand is already positioned in consumer’s minds, but with these sort of ads the brand is increasing its relevance in its target market lives.

This is an ad which I definitely don’t like. The campaign was created for the lifestyle magazine Deutsch, and the thing that really surprised me is that it was created by women. Although the ad really attracts people’s attention, which is the main objective of using the sex element, I don’t like the way it is used. I think that it vulgarizes women’s image, and is disgusting that a dog is having sex with the woman, or at least it seems that she could be excited by the animal. I think that campaign is achieving its goal, because it creates controversy and rejection, and the magazine is in people’s minds. The role performed by sexual content in this ad is evoking emotional responses, because the campaign can have a negative impact in some sectors, but others could believe that the ads are okay. At the end, people are speaking about the magazine and that is the important thing, that people say something. Although the animal chosen, the German shepherd dog is a symbol of German culture, and I don’t know anything about the content of the German magazines. I think that the ad is not appropriate for the product. Of course it does not mean that it does not signify something in Germany and have a great success, but in my point of view the ad is disgusting.

This is another ad which I don’t like. I think that is vital that smokers realize how important is to quit smoking, but the ad is too crude. The fear element is not used appropriately in a health problem such as this, where millions of people around the world are suffering from cancer and other types of illnesses because of tobacco. The ad is attempting to motivate consumers to process information and to take action by appealing to their fears, but I don’t think that by seeing it, people could feel motivated to stop smoking. The man in this ad is trying to simulate that he is smoking and the image shows how his lungs are burning with the cigarette smoke. He also is very skinny and his skin has no color, it does not look like the color skin of a healthy person. The ad definitely has a novel stimuli, because it uses unusual images and appeals more to the hedonic part of a human being. However I think that in a problem like this, very intense appeals to fear are needed to impress smokers, because the facts that the ad is presenting are already known by tobacco consumers, and they continue smoking.

I liked this ad because it is very simple and I think that it has a lot of meaning. The thing that really caught my attention about it was that the coke is wrapped in cardboard, which is normally used when you buy a coffee and you want to protect your hands because the coffee can be really hot. I think that the brand is trying to say to consumers that you can have a coke at any time in your day, even when you have not had breakfast, the coke is going to fill you with energy. This ad is motivating consumers to buy the coke instead of a coffee. You can buy a coke anywhere, while if you want a coffee you need to stop by Starbucks or another café. This ad is showing unusual images and that is what makes it interesting. It did not need any words, it only says “ Good Morning”, a sentence that is appealing to people hedonic needs, such as appetite and the necessity of feeling active or full of energy in the morning. These elements motivate consumers to think of coke as good option when they are going to work, to school, or anywhere. The brand is also increasing its relevance among its consumers, and is reducing processing time, because the image speaks for itself. Moreover, the colors in the ad are appropriate, because they are the colors that characterize the brand.

CREATIVE BRIEF TEMPLATE

Lizzury Rodriguez
October 28th, 2008
RCS-362-01
Blog # 7
883875655

CREATIVE BRIEF

“I’m lovin’ it “ - Mc Donald’s

Date: beginning September 29, 2003 in the USA.

Project: McDonald’s global campaign.

Background: Over the years, McDonald's has developed TV advertising campaigns that have become, like McDonald's, a part of people lives and culture. McDonald's commercials have focused not only on product, but also on the McDonald's experience, reflecting feelings and a real insight of every day life. This image or reputation advertising has become a mark of the company and created many memorable television moments and themes, including its “I'm lovin’ it” campaign, which was launched in 2003.

The Audience: Young consumers that go from the age of 18 to 35 years-old. The ones that love their life and enjoy being active, funny and full of energy, no matter the occupation they have.

Objectives: This campaign was conducted on all markets under the common slogan “I’m lovin’ it." For the first time, one set of advertisements and one slogan was being used all around the world simultaneously. The campaign was part of a new global strategy of McDonald’s. The launch of the “I’m lovin’ it" campaign was a key point for McDonald’s in its process of refreshing its brand in the consumer’s minds throughout the world, without forgetting its main objective, increasing its sales.

The Message: The most important thing to the McDonald’s campaign, were high-energy television commercials that wanted to communicate and reflect the lifestyles and attitudes of today's customers and culture. In order to do it, they just used a simple sentence as “I’m lovin’ it,” which needs no explanation, because it has meaning for itself. When people hear it, they just can think about how important this brand is in their lives.

The Medium: The best way to reach this audience was creating a link between them and McDonald’s as an entire lifestyle, and with which they could identify themselves. The campaign showed how McDonald’s fits perfectly in everyone’s life, and it also used hip music and celebrities that signify something in a particular country and culture. It used top musical talents such as Justin Timberlake, who is a famous singer. He appeared in the commercial, singing and saying the key phrase in this campaign: “I’m lovin’ it…” Justin Timberlake was a means to develop new and innovative ways to connect McDonald’s with today's culture and young consumers. Also, in the spots were showed vocals by popular rap artists.

Anything Else: The campaign wanted to show McDonald´s as an energy icon for people. It was a multi-dimensional approach to customers around the world that go from television sets and computers to McDonald’s restaurants, and everything in between. As Mike Roberts, McDonald’s USA President said, “We are focused on bringing the “I’m lovin’ it” theme to life not only in our advertising but also for every customer who visits our restaurants” (1). This world marketing strategy was an element of their overall plan to continue revitalizing McDonald's for their customers through inducing food choices, giving great service and improving restaurant operations. They tried to motivate value and excitement to McDonald’s.

The Deadline: Although McDonald’s is considered as one of the most successful restaurants throughout the world for its sales, the company is always reinventing and innovating itself, and this campaign wasn’t the exception. The objective of it was to refresh its brand name, at the same time that they tried to increase their sales and reach a large number of consumers. So, the success of the campaign must be measured in a short-range horizon (since the beginning of the campaign, up to 1 year). This time horizon will allow the company to determine whether the campaign was or was not successful, in comparison with an increase in sales.

The message must get to the audience for maximum effect as soon as they saw the commercials, or through unique activities. Activities such as “I’m lovin’ it” swat teams across the country at sports and high-profile events (2). Additionally, to communicate the excitement and innovation of this campaign, it developed restaurant merchandising that captures the McDonald's experience with the “I’m lovin’ it” attitude. The campaign attitude was featured on window posters, outdoor pole signs, ceiling danglers, and a custom “I’m lovin’ it” kiosk, as well as other in-restaurant elements.

Budget: When the “I’m lovin’ it” campaign was launched in 2003, McDonald's Corp.'s global ad budget was $1.21 billion, which represents measured media only, according to Ad Age, which ranked the company 19th among the world's "Top 25 Global Marketers."(2)

Responsible parties: The most important parties involved in this project are: Senior Vice President and Chief marketing Officer, McDonald’s President in the USA, McDonald's Executive Vice President and Global Chief Marketing Officer, etc. But the final execution of the project must be signed by McDonald’s CEO.



Bibliography:

(1) Rozenich, A. (September 2, 2003). McDonald’s unveils “i’m lovin’ it” worldwide brand campaign. Retrieved October 27, 2008, from http://www.mcdepk.com/imlovinit/downloads/ili_lead_release.pdf.

(2) Nation’s Restaurants News. (April 11, 2005). Thoroughly modern marketing: McDonald's updates advertising to remain “forever young.” Retrieved October 27, 2008, from http://74.125.45.104/search?q=cache:EFMIc2gdFToJ:www.sfallian ce.org/media/nrn.html+i%27m+lovin%27+it+campaign+budget&hl=es&ct=clnk&cd=2&gl=us


- YouTube. (2003). I’m lovin’ it. Retrieved October 27, 2008, from http://www.youtube.com/watch?v=dI-xHMM8wXE

- Foundation for Corporate Social Responsibility. (2007). How we make life better. Retrieved October 27, 2008, from http://74.125.45.104/search?q=cache:ZRbG84wzD_UJ:www.fcsr.pl/fcsr_eng_nasipartnerzy_mcdonald.html+i%27m+lovin%27+it+campaign+objective&hl=es&ct=clnk&cd=1&gl=us

Lizzury Rodriguez
October 3th, 2008
RCS-362-01
Blog # 5
883875655

GANDHI’S ADVERTISING

When I was thinking about a billboard that seemed interesting to me, my first thought was of a library by name of Gandhi. Gandhi has really changed the concept of the common boring library where you only go to buy books. Gandhi is more than a library. It has been innovative and it also gives you the opportunity to go there and find music, videos and any kind of book you are searching for, all while you enjoy a delicious coffee. It is totally different from what we are use to think about a library.

The reason why I thought about this library is because it has very effective advertising. Where I come from, they have a huge billboard outside the nicest mall in the city, which is typically yellow with some sentences in black ink, that make you want to read. At the very bottom of the billboard the library’s logo is located. It is clear that they want to sell their image by making you think of them when you need to buy a book. Every time I needed a book the first thing that came to my mind was definitely their funny billboards, and thus the library. Therefore, I went to buy all my books there. Also, they are educating people by creating a reading habit for them.
Some of the billboards that Gandhi has posted in León this year are the following:

It says: If you don’t read nothing happens.
If you read it happens.

It says: You have 365 chances to read.

It says: Reading…

This is one that I especially liked. It was posted this year, and they are using a thermometer because I think they are trying to measure the effectiveness they have been reaching in the market. As I said before, they have been educating people through their billboards. People always need to keep learning and knowledge can be acquired through reading.

In 2007 other billboards were:

It says: Reading is not difficult.
Look:
Reading is not difficult.

It was one of the most amazing billboards that were posted in 2007 because it is telling you that although you may think that you don’t like to read, you are already reading this billboard. They were trying to get people used to reading while making them remember Gandhi is a good library.

It says: I do read.

The word “Leeón” which means “read,” has double letter e because it has an implicit meaning. Our soccer team is called “León,” obviously because this is the name of the city. When the billboard was posted, it was the ascending soccer season. Then, this billboard wanted to show some support for the team, which everyone loves. That was a good way to identify the library with the daily lifestyle of people.

After having seen some examples of the advertising made by Gandhi, I could say that these are truly interesting for me because they really caught my attention. As we saw in class, the yellow color has a cheerful effect and it is used to get the people’s attention. This objective is totally reached by Gandhi because it is impossible not to see it. Wherever you go, even if you are in your car driving to work or if you are at the bus stop, you look at Gandhi’s billboards automatically. I really love their billboards!

Lizzury Rodriguez
September 26th, 2008
RCS-362-01
Blog # 4
883875655

Flat Earth Positioning

Companies must make a really good effort to position their brands on the minds of customers. Nowadays, to keep their brands relevant and competitive, companies are investing heavily in reformulating their products with more nutritious ingredients or launching new marketing efforts targeting health-conscious consumers. This is the main principle of the Flat Earth company’s existence. A major challenge of the company is improving nutrition without sacrificing taste.


Although I have never heard of Flat Earth until now, I definitely agree with the positioning of the brand. It is really interesting to me because I think that they are reflecting very well how they want customers and potential customers to thing and feel about the brand.


The Flat Earth flying pig is a fitting symbol for a snack that was once thought impossible, but as the company says, “you have to believe you can do anything if you set your mind to it.” That’s the reason they used the slogan “When pigs fly,” because they developed a healthier line of snacks, tailor-made for the health-conscious consumers who actually can't just be content with salads, fruits and vegetables already available.

Flat Earth seems to be a brand-new food unlike anything that’s ever been done. According to Frito-Lay's website (2008), “the new snacks contain one-third of the fat, one-half of the calories, and one-1,000th of the irresistible flavor of Frito-Lay's classic line of potato and corn chips.” The presence of trans-fats and saturated oils is avoided. The company perfectly understood the differences in taste among their consumers and launched varieties of flavors, including Farmland Cheddar, Garlic & Herb Field, Tangy Tomato Ranch, Wild Berry Patch, Apple Cinnamon Grove and Peach Mango Paradise, etc.

However, if I could change something of the brand, it would be the name of it, because the first time I heard of it, many meanings about it came to my mind, except the fact that it was the name of a brand that has to be with chips. It sounds really boring. Also I would like to change the red color on the logo, because it reminds me of a farm and it is not attractive. Maybe I may change it to yellow, because eating healthy has to be a really lovely thing to do and this color is cool.


On the other hand, I think that the commercial is really good. It also reflects the positioning of the brand and motivates consumers to think about it and make them want to try the chips. The pig is like an angel that is trying to show the woman that she needs to know the brand and of course the chips. An angel signifies someone who shows you the right thing to do. I think the commercial shows perfectly who is their target market, because you can see a young woman in it who is in good shape and seems to be healthy and the kind of person who really takes care of her body. I liked the webpage because I think that it’s a very good idea that people (specially women) can be able to know the ingredients of which the chips are made.


Moreover, I believe women are the target audience because usually they are more concerned with their bodies. If the brand was positioned to a younger audience such as college going women, the brand should make commercials with teenagers or 20-year old women, and they should have to be shown between programs seen by this type of audience. Also, the brand could make some ads for teenagers’ magazines, and the packaging image of the chips could be innovated or changed too. Because actually its colors catch the attention of older women, not of an audience such as this one.

Bibliography:

* Frito-Lay North America, Inc. (2008). Flath Earth. Retrieved September 25, 2008, from http://www.flatearth.com/when_pigs_fly/

* YouTube, LLC. (2008) . Flat Earth TV. Retrieved September 25, 2008, from http://mx.youtube.com/watch?v=FWHOYZP9280

* BusinessWeek. (2006). Are Diet Foods The Real Thing? . Retrieved September 25, 2008, from http://74.125.45.104/search?q=cache:Um7NucPiG6gJ:www.nbc4.com/news/13886416/detail.html+flat+earth+brand+for+college+women&hl=es&ct=clnk&cd=19&gl=us

Ethics in Advertising

Lizzury Rodriguez
September 11th, 2008
RCS-362-01
883875655

* ETHICS IN ADVERTISING *

Nowadays, with the globalized world which we are facing, competition among companies has been increasing. Somehow they need to be able to find out the way to increase their sales as well. Unfortunately, the psychology that is being used in commercials and advertising campaigns, is causing harmful effects as a result.

The business of advertising is about creating insecure people who believe they need to buy things to be happy. Lately, one of the cases that most caught the attention of people is about prescription drugs. Commercials in this field are trying to convince people to buy pills or drugs they don’t really need, and consumers are buying the idea of the attractive benefits the pills may have on them, ignoring the drug's adverse reactions. It is happening because companies are not being truthful and tending to be manipulative with consumer thinking. Is that an ethical thing to do?....Obviously my answer must be no!!....but I really think that it is part of the consumerist culture in which we are immersed.

On the other hand, is the case of marketing to children. Advertising companies have realized that if they want to increase profits, children must be used. It means that they have to find the way to manipulate children’s heads and how to reach children more effectively. Kids represent an important issue to marketers because they have their own purchasing power, they are able to influence the buying decisions of their parents and they are the adult consumers of the future.

Children love toys dealing with violence, such as action figures armed with weapons, and products that might show how powerful they could be. The power can be acquired for them mostly with cash, we can see this trend everywhere.

Children are being persuaded with the idea that they need to make money when they grew up and at the same time, are being used to get familiar with the necessity of credit cards and the possession of material things. Again, I think that this is not an ethical thing to do, because they are making their parents spend lots of money and at the same time are growing up with a selfish mentality.

Unfortunately, psychology is just a tool for companies, like anything else, but they are exploiting children for commercial purposes. I can think of Mc Donald´s as a clear example of poorly targeted marketing. Mc Donald´s happy meal is a way to keep the kids hooked when they display the toys that will come next and the children want to get the same, but the worst comes when kids are increasingly being exposed to advertising on the Internet, in magazines, in the schools, etc.

* BRAND IDENTITY ANALYSIS* - BLOG # 2

Lizzury Rodriguez
September 5th, 2008
RCS-362-01
883875655

BRAND IDENTITY ANALYSIS
SPECIAL K

* Core Identity

Special K stands for people who want to loose weight and take care of their body, especially to women.

Value offering: Special K is a cereal that offers a hope to loose weigh in a healthy way. It proposes an entire way of life, trying to convince us that if we eat it twice a day, drinking water and making exercise, we will be as thin as we have dreamed to be.

Users: Women on the age of 18 to 35 years

* Extended identity

Convenience: The brand has been promoting their own Special K Diet
Challenge, which give us an extra impulse to start eating its products, because we only have to follow the diet.

Slogan: here is an example: "2 bowls… 2 meals… 2 weeks try the slimmer waist for summer challenge".

Product scope: nutrition, satiety, health.

Subbrands: Special K consist of many different types of products, such as cereal, snack bars, water iced tea, and these are available in all kinds of flavors as chocolate, red berries, fruit & yogurt, vanilla almond, etc.

Brand personality: exciting, cool, energetic, beautiful. The red brand color signify sensuality, is a color that wants to provide confidence to women by feeling sexies and beautiful.

Logo: A red letter K that looks in good shape. The logo makes me think that you can get a smaller waist because at least in Mexico, on the cereal boxes, the K has a measuring tape tight around the waist.

Country of origin: The trademark Kellogg’s Corn Flakes which owns the Special K brand, began in Battle Creek, Michigan, USA in 1906. The fact that the country of origin is the USA, mean to me that is a really good product, which his has been proved. It makes me think that is a trustworthy product and that you can consume it without harming yourself.

* Value preposition:

Functional benefits: good- tasting products. There are several varieties and presentations of Special K’s bars and cereals that apart of the original, other flavors are included.

Emotional benefits: Trying for a healthier lifestyle, and feeling more comfortable with yourself and with your appearance as long as the diet is being completed.


The Aaker’s model refers to the brand awareness, it means the degree in which people can or can not recognize a brand. The brand awareness pyramid is divided into top of mind, brand recall, brand recognition and unaware of the brands. I think that the great majority of people are able of recognizing it. I were asking some of my friends what ideas do they have about Special K and what’s is the first thing that comes to their minds when they hear the brand name and they said the following…”Special K is a brand that express a healthy way of living. It represents the importance of looking out for your body”…”The colors of Special K make girls identify this brand to a more feminine and personal way to eat snacks”…”When I think about Special K, I imagine thing girls on a diet. I don’t like the brand because I don’t like the idea which it stands for.”…”Being thin is not necessary being healthier.”

I really think that in this era, where appearance and being slim is such an important thing, women are getting obsessive with the idea of achieve this objective, that’s why products that are offered in market like Special K are being successful because they promote a healthier lifestyle and at the same time are shaping bodies.

“Our history.” Kellogg’s. 2007: 1st paragraph. September 4th, 2008. http://www.kelloggcompany.com/company.aspx?id=39.

TOP 10 AGENCIES & OPINIONS

TOP 10 AD AGENCIES

1. J. Walter Thompson
2. Leo Burnett World Wide
3. Mc Cann Erickson World Wide
4. BBDO World Wide
5. Grey World Wide
6. DDB World Wide
7. Ogilvy and Mather World Wide
8. Foote, Cone and Belding World Wide
9. Y & R Advertising
10. Publicis World Wide


1) VICTORIA ELECTORAL COMMISION
http://www.greyworldwide.com.au/melbourne/OurWork/Default.asp?Client=9

I liked this commercial because it shows in a really good way how to persuade people to make an action. The aim is to gain a vote but the commercial has to be convincing; I think that’s why they chose plasticine because people use this material to make any shape they want, as you could do it with Victoria if you vote for it. Also I think that an important element is the hands that appear on it, because it gives us the idea of how you can shape plasticine, and at the same time, the changes that you could do with Victoria if you vote. I didn’t like the colors they used because they don’t grab my attention, but I agree with the end because finally nothing is done yet and the future is on your hands.

2) COCA COLA LIGHT The Chase
http://www.publicis.com/index.cfm?action=dsp_our_work&contentID=7365

I think this commercial is really good because it didn’t need words to make it clear what it wants to show. It is very funny because the message is that a person would do whatever that is on their hands to get a piece of the coca cola light. Also once you have a coca cola light, you must never let it alone, and if you don't, you should do your best to get one of them.

3) V8
http://www.yr.com/swf/V8_01Print_Eye.jpg

This ad seemed very interesting to me because it is telling us that drinking V8 is healthy, specially to have a good sight, I think that the idea of putting V8’s bottles inside the eye is really illustrative of the effect that the beverage could make on you. I liked the red color that they used to make the eye because if you think on the color juice, you notice both are the same . All the stuff on the ad creates a perfect eye, as the V8 is.