Archives for category: Advertisements

This morning I decided to forgo my usual morning run due to the unexpected cold that’s made its way to Ewing, and headed over to the gym instead. The horribly boring, dreadful gym. I had to spice it up a little bit, so naturally I brought along the latest issue of Food Network magazine to read while elliptical-ing along to the sound of the White Stripes. I think the people around me appreciated the delicious looking cinnamon buns that glazed graced the pages of May’s Homemade issue.

In my time flipping through the mag (making sure that no one else could actually see my mouth water), I stumbled across an advertisement for a new product from Wendy’s that leads me to believe they’re changing their approach and reevaluating their standing in the fast food market. The new Flatbread Grilled Chicken offered by the national chain is like a grown-up version of what Wendy’s has always wanted to be, at least in my eyes: a more healthful alternative to McDonald’s and Burger King. In some ways, Wendy’s may even be taking a stab at striking up a competition with places like Panera and Au Bon Pain that make quality, healthy options fast.

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Don’t even try to tell me this doesn’t look amazing…

Nevertheless, my time with the elliptical had to end at some point, so I closed my reading material and went about my day, still intrigued by the thought of a healthy, new option at Wendy’s. Now I write to you after a few classes and before a few hours of group projects to share the big news! Try to contain your excitement…

But let’s think about it like this: next time you’re out running errands and fast food is your only option, you’ll thank that girl from Advantageous Advertising because without her you’d be left to your own, burger-craving devices. You’re welcome.

Despite the fact that this blog is named Advantageous Advertising, I’ve realized that I have to take a moment and discuss the importance of promotional activity in the grand marketing scheme. Over the past few years, companies have been spending way, way more on promotions than they have for the advertising of the very same products. But it wasn’t until reading a few posts on INMA (our favorite collection of blogs for all things marketing and advertising) that I realized how important promotion has become as of late.

Promotional spending can be justified over advertising spending for 3 main reasons:

1) Measurability

It is very difficult to track how many people have seen an ad, how many of those people actively participated and interacted with the ad, and how many of those people actually followed through and purchased the item being advertised. With promotion the guess work is gone. If the company’s goal is increased store traffic, a promotion for that store will either produce the results or it won’t. It’s that simple. If a promotion works, the goal is reached. If a promotion fails, it looks like you’ve still got some marketing to do.

2) Strategy

To be efficient with a promotion, it’s easy to narrow down the targeted segment. Want to increase sales in Oklahoma? Send out coupons and flyers in Oklahoma. Is the store on the corner of Pine Street and Pennington doing poorly? Promote a discount valid only at that location. Get strategic with your promotions and see what happens!

3) Time-Sensitivity

In the age of the internet, once an advertisement hits the media, it can be saved and shared and shown forever. Promotions, on the other hand, last only as long as you want them to. Maybe you’re only interested in offering discounts to shoppers before 1pm. Or after 4. Or maybe just in months ending in “-ember.” No matter what your strategy, promotions are great for managers with a limited amount of time. Once you meet your goal, the promotion can be cut back. It’s up to you.

These are just three of the reasons that promotion is surpassing advertising in marketing dollars spent. Three more reasons not to underestimate the power of promotion!

Recently I have been feeling like everything I’ve ever learned about marketing, advertising, job hunting, career building, living, and breathing has revolved around one thing, and one thing only: building a brand. What is my personal brand? What is my professional brand? What do I want my colleagues, professors, and potential employers to think of when they think of Liz Dinsmore? These are the questions that keep me up at night (I hope this is the worst problem in my life…).

But instead of figuring out how to build my own brand, I thought it could be useful to look around and figure out how products are successfully branded. It seems to me that what makes an advertising campaign a success is its ability to give a product a strong brand identity. Association is everything in marketing. So this is what I found…

Nabisco’s Ritz Crackers are not only a delicious snack, but also a perfect example of a successfully branded product. What comes to mind when you think of Ritz? A game day treat? A casual cocktail party hors d’oeuvres? A post-playground snack for school-aged cuties? If you said yes to all three…nice work! Ritz has branded itself as being the perfect gourmet accompaniment for the social butterfly in all of us via their widely recognized and appreciated “Open for Fun” campaign. Let’s take a look, shall we?

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There you have it, folks. A perfectly branded product. If these ads don’t make you want to run to the nearest store and open up a box of Ritz (or should I say “open up a box of fun?”), I don’t know what will.

So I’m taking a lesson from Nabisco and applying their strategy of branding to my own personal and professional brands. I want to be recognized for my organization, attention to detail, and strong communication skills (that’s not too much to ask, right?). All it will take is for me to figure out how to present those qualities to the rest of the world…unfortunately I don’t think I’ve reached a point in my career where a multimillion dollar ad campaign is the way for me to do so…

 

I’m sure you’re all familiar with Oreo’s Dunk in the Dark ad that ran during the black out that defined this year’s Superbowl. And some of you may have heard of Oreo’s Cookie vs. Creme debate that skyrocketed their social media presence and took Instagram by storm. But has anyone heard of Oreo Skies? The mobile app for Nokia Lumia phones sponsored by Oreo to ignite brand recognition and excite consumers about milk’s favorite cookie?

App-users can navigate the galaxy and view the constellations through a kind of “augmented reality.” Oreo worked with Harvard University’s Robert Kirshner to collect all sorts of facts about the stars, planets, and other galactic phenomena you have access to through Oreo Skies. Occasionally, a shooting star will zip by carrying Oreo offers, incentives, and even special recipes!

Once you fall in love with this app, Oreo’s goal is to have you share the love with your friends and family by recommending it and passing it along. Once everyone you know is connected to Oreo Skies, you can send them messages in the stars! You simply type out a message to, for example, your second cousin once removed named George but whom everyone calls Mike, and he’ll receive it in no time! What’s more? Your greeting will look like a star in the sky that must be twisted open (like an Oreo, hehe) to reveal the message.

It’s fun little details like the shooting star promotions and twistable star messages that really make this a marketable app. Oreo’s goal is to boost sales in 2013 after a disappointing 2012…so by creating Oreo Skies, they are not only updating their image, but they are also continuing to utilize the social media outlets that have treated them so kindly in the past.

Keep doing what you’re doing, Oreo!

Everyone with a Nokia Lumia should check out the app and let me know what you think!

Best,
Liz

Hello all!

On Saturday, a man by the name of John Militello, the Head of Creative Innovation at The Zoo, Google, and YouTube, gave an incredible presentation about how Nike was able to produce such a successful campaign last summer during the Olympics. Nike’s Find Your Greatness spots were innovative and took a new approach to capturing the attention of athletes around the world.

These ads grab the attention of sports fanatics, health nuts, and even the most uncoordinated among us because of Nike’s infamous mission statement: “If you have a body, you’re an athlete.”

So now I leave the rest to you. Below are a few links to the YouTube videos Nike has posted from their campaign. Keep their mission statement in mind while watching and think about how clearly Nike alludes to the Olympics without a single reference to the games themselves. Enjoy!

Great.

Greater.

Greatest.

Hello again!

I know it’s been a while since my last post, but I’ll do my best to make my next few posts worth the wait!

Today is my first day back from a quick trip to the beautiful…warm…and sunny San Diego, California! The weather was perfect, the company was great, and the trip was a blast. I couldn’t have asked for a better start to my spring break.

So when I say “quick trip” I mean: “seriously, super fast trip.” We left from Newark Airport on Saturday night, got to San Diego, went to the zoo, drove up to Disneyland, and came back on Tuesday. Just enough time to get a bit of sunburn and a few great pictures!

Like this one! This was Sunday morning's sunrise. Totally worth the early wake up!

Like this one! This was Sunday morning’s sunrise. Totally worth the early wake up!

On Monday we spent the day at the one, the only: Disneyland! It was during my trip there, however, when I started to think about how on earth Disney can keep park attendance up even in the midst of the economic recession. Tickets are getting more expensive by the day, it seems, and yet Disney parks are always packed! How could this be? The answer I came up with is related entirely to their brilliant marketing strategy. Disney bases their advertising on the idea that memories begin within their parks. Take a look at this video and think about what they’re realllly selling:

https://www.youtube.com/watch?feature=player_detailpage&v=zVKOSaBGPQE

Cute, aye? Disney knows that too. They have taken the stance that a lifetime of fun and memories begins with a family trip to Disney. The rides, the characters, the atmosphere. They all add up to childhood memories. That being said, when parents watch this great commercial with its home video footage and genuine kiddie-sized smiles, they get the sense that no childhood is complete without a trip to Disneyland: The place where dreams come true.

That being said, next time you find yourself with a strong urge for Mickey Mouse shaped anything (glasses, oven mitts, ice cream bars) think about where that urge is coming from. Could it be that Disney’s advertising campaign has worked again? Is it the idea of creating lasting memories that strikes your fancy? No matter what it may be, let’s give a big round of applause to the folks at Disney and their consistent imagination and creativity for bringing in customers no matter what the economy looks like.

 

While flipping through the pages of Food Network Magazine’s latest issue, I couldn’t help but notice the wide variety of advertisements filling its pages. I was getting hungry just looking at the ads alone…

So, my friends, I present to you (in no particular order) the 4 most interesting ads in this month’s issue of Food Network Magazine:

Delicious looking fro-yo and a hilariously Greek anecdote. Classic Ben & Jerry's.

Delicious looking fro-yo and a hilariously Greek anecdote. Classic Ben & Jerry’s.

Fresh, clean, and creative. I wouldn't have my green beans any other way.

Fresh, clean, and creative. I wouldn’t have my green beans any other way.

As if Lindt truffles didn't look good enough already...let's show them overflowing with chocolate. All other chocolate ads will now be compared to this.

As if Lindt truffles didn’t look good enough already…let’s show them overflowing with chocolate. All other chocolate ads will now be compared to this.

I never imagined I would see iguanas in an ad for a commuter-friendly coffee cup. On second thought, I never imagined I would see iguanas in an ad, ever...I stand corrected.

I never imagined I would see iguanas in an ad for a commuter-friendly coffee cup. On second thought, I never imagined I would see iguanas in an ad, ever…

Now that I’ve shown you some interesting ads from my magazine reading experiences, I would love to see what you’ve come across! Comment below with any ads that have struck your fancy recently!

Bon appetit!