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Lecture 5

CRI 630 Lecture 5: CRI 630 - Lec 5 : Feb 13

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Ryerson University
Creative Industries
CRI 630
Victoria Laurence

— READING REVIEW CHAPTER 7: THE KID IN UPPER 4 • What is exvertisement or issue advertising ? • What economic environment led to the rise of this type of advertising ? • Rise of products available after world wars. Innovative times for advertisers • But during war-time and depression advertising budgets were cut • President Truman said advertising should be reduced • High minded altruistic advertising filled the space • Advertisers would protect products and support the war Radio highly used (not print as paper was crucial war material) • • New Haven Railroad (train company) ad features a concerned boy man who is about to head off to war — Shifted the conversation (using the power of emotional story telling ) to shift the conversation to wartime stories — Was so successful that it was used across the country, and was used to raise money for the Red Cross to sell war bonds and build morale for the US 84 LUMBER — Ad that was featured during the Super Bowl • Issue advertising about “trumps wall” • Almost nothing to do with the product itself CHAPTER 8 : DE BEERS — A GOOD CAMPAIGN IS FOREVER • What techniques did De Beers use to turn a worthless rock into something of value? • Diamonds themselves offer no practical use, yet they are durable. • History : • Sumptuary laws, products off limits to commoners • Diamonds were a protected luxury. Only certain classes were allowed to display them. • 1447 Archduke Maximilian of Austria gave ring to Mary of Burgundy on fourth finder (Egyptian believe that the vein of love runs from the heart to that finger) • Rock began to become a symbol of love and intention… but then grew out of fashion • After WW1, diamonds weren't being used to show promise of devotion. Other rocks ( and auto, trabel) were more exotic than the clear diamonds • Diamonds weren't rare anymore. They lost their spark.e There was increasing supply with decreasing demand. • Industry knew that they had to make the products metaphoric and destroy secondhand markets. • Buy it, give it, never sell it… became the De Beers Strategy • NW Ayer, WASPy, upper class agency hired by De Beers Campaign to advertise the whole category (easy when you’re a monopoly) • • Research gleaned that diamonds were no longer associated with ritualized engagement or romantic love • To turn that around, De Beers added value to the diamond — Carat Weight, colour, cutting , clarity were introduced • Price was referenced in terms of “two months salary” • transforming transparent rocks into instruments of love gave the diamond ritualistic, totemic meaning CHAPTER 9 : COKE AND CHRISTMAS — THE CLAUS THAT REFRESHES • Imagination association : Tap into insights and times of celebration • Candy industry fuels many holiday celebration and is intrinsically tied to them ie. Think Valentines day, Easter, Halloween etc. • Santa Claus started as a poem and illustration by Clark moore and Thomas Nast ,1822 • 1920’s Coke had hard times selling product in the winter — Tapped into insight of holiday, showed Santa enjoying the product after a day’s work • Images of Santa expanded (red coat, jolly face, reindeer etc) and came to life through yearly advertisement from Coca-Cola • Santa sharing coke, sharing presents… became the soft drink of the Christmas season. Santa became pop culture WHAT IS MEDIA PLANNING ? • Media Planning entails sourcing and selecting optimal media platforms for a client’s brand or product to use. The job of Media planning is to determine the best combination of media to achieve the marketing campaign objectives How to begin a media plan • Establish the advertising objective” — What are you trying to do? • Set the budget Establish the demographic • • Where will your campaign run? • When will the campaign run? • Review the competitive landscape • Conduct SWOT analysis — Helps a brand identify what its doing well, where it can improve, and where it fits in the competitive landscape • Incorporate market research SWOT — A comprehensive audit and competitive analysis of the Strengths, weaknesses, opportunities and threats facing a brand • Helps a brand identify what it’s doing well, where it can improve, and where it fits in the competitive landscape How does it impact advertising? • essential part of a brand’s business planning process • Advertising ( how where when) directly linked to brand’s business objectives • Having a snapshot of where your bran sits before you being media planning is an essential first step ACTIVITY — SWOT STARBUCKS — Strengths • Global supply chain • Positive Bran • CSR positive • Perception of Quality • Visibility • Customer loyalty — Weaknesses • Price • Cannibalism - Close proximity to one another = competing against self • Negative environmental impacts they create — Opportunities • Opportunity to expand in Asia • Expand into the organic and natural market • Opportunity to be on trend with whats happening in the food industry • Opportunity to extent products further than drinks ie. mugs/ xmas ornaments — Threats • At home coffee Makers • Cheaper coffee places • Draw their products from very sensitive political areas RESEARCH Knowing your target audience, and what they care about is essential when developing a media plan and creative • campaign • Consumer research is a great wy to get to know your target (consumer) and how they feel about your product or brand • Successful brands invest in several forms of market research and use the data to guide their planning TYPES OF RESEARCH • Consumer insights • Pre-campaign concept testing • Real-time campaign tracking Post campaign measurement • CONSUMER INSIGHTS • Advertisers are always looking for the magic bullet, a way to answer an unmet consumer need • Understanding your target audience, their interests, behaviours and beliefs is a crucial part of the planning process Where to find them • Can they find one breakthrough insight that their customers care about? — Trend Reporting • Many online resources (cassandra Report, TrendHunter, WARC etc) — Focus Groups • moderated, small group conversations People with similar characteristics are normally grouped together ie. video watched • — surveys • Broader, open and closed ended questions — Arena Research • Online focus groups (existing panel) • Big brands like coke and pepsi use arena research to test a produt/ campaign , get feedback and then adjust product and repeat — Insight Dashboards • Insight/ emotion connector dashboards used to generate reactions to experiences / products based on algorithms (Ho
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