ADV 344K Lecture Notes - Lecture 4: Popchips, Digiorno, Swot Analysis
September 13, 2018
On the SWOT assignment:
- Multipurpose products – people are big fans of them. – strength
- Rihanna is the face of it – strength
o 4th highest following on Twitter
- People who buy her band specifically, spend more money on cosmetics
- Problems with cultural appropriation.
Question: Have you ever (prior to this project) watched a YouTube tutorial related to
beauty or makeup?
- 75% yes
- 25% no
▪ you have to be specific with your questions.
▪ Always pilot test your questionnaires
▪ You want to gather enough information about the subject before the
survey.
Media Research pptx
Slide 28
- Competition
Slide 29
o Why you need to be on top of this kind of stuff?
▪ You have to be vigilant (old news/new news)
▪ In adv, some coverage might mean pulling ads or rethinking you
messaging.
• Pespi Kendall Jenner Ad
o Appropriating the violence; African American + police
force; shootings ===== serious stuff.
▪ And Pepsi created a demeaning ad. Tone deaf
to the cultural landscape of the ad.
• Ashton Kutcher Popchips ad
• DiGiorno – tweeting before checking context.
o This stuff can go down FAST.
Slide 31
- Talk to people
- Then know what conversations are happening in your company tools/platforms
- Local = know how the local media portrays you
o Everyone develops their kind of personality, and learn how to pitch
yourselves to those personalities and knowing how receptive they’ll be
- National = check several times a day of whats going on
- Tools = she’ll tell us later on
Document Summary
Multipurpose products people are big fans of them. Rihanna is the face of it strength: 4th highest following on twitter. People who buy her band specifically, spend more money on cosmetics. 25% no: you have to be specific with your questions, always pilot test your questionnaires, you want to gather enough information about the subject before the survey. Tone deaf to the cultural landscape of the ad: ashton kutcher popchips ad, digiorno tweeting before checking context, this stuff can go down fast. Then know what conversations are happening in your company tools/platforms. Local = know how the local media portrays you: everyone develops their kind of personality, and learn how to pitch yourselves to those personalities and knowing how receptive they"ll be. National = check several times a day of whats going on. Tools = she"ll tell us later on. 34 lexis nexis is expensive and you can use this for media research as well.
