Getting the Message Across to the Right Targeted Market

In my Advertising class, several of us and the professor shared ads that were comical, smart, simple, and emotional. One ad that caught my interest was a print ad my professor showed us that encourage individuals to spread awareness of child abuse. 

The Anar Foundation created an ad that was specifically targeting children who are ten years old and below. The video showcases what the print ad looks like and how it works. At first we see a poster of a boy who has no emotion on their face and it says on the print ad, “sometimes, child abuse is only visible to the child suffering.” Of course when you see this poster as an adult, you may not think it’s special nor emotional. However, the video further explains that if you are a child under ten, you are able to see from their view of the same child on the poster with cuts and bruises on their face, and it states “if somebody hurts you, phone us and we’ll help you” and it list the child abuse service phone number. Anar Foundation set up their print ad for children to see a different image because if they were with their abuser, they would not be able to see it. 

The Anar Foundation did a fantastic job with their marketing campaign. When you look at the poster from a adult’s persepctive, it does look plain and the child’s face is unemotional. Yet, when you see it from a child’s point of view it explains more about the child abuse and reaches out to them. This campaign was literally like exchanging secrets between the Anar Foundation to those who get abused. There are many child abuse campaigns that seek out others to get help or be aware of child abuse. However, with the Anar Foundation ad it’s only targeting children and they can only see it. This is brilliant because it’s children who need the help the most and by setting up this message secretly, they now know where to go. It is not creating awareness to the public in general but specifically children who are being abused. The Youtube video of this ad has over 7 million views. 

Although this is an effective ad, a classmate in my advertising class raised a question regarding this ad. By exposing this ad through video, wouldn’t people now know what the poster does? When I heard this I agreed with what my classmate stated. It’s true that people will now know what the poster does and it would not be as effective to children. However, another classmate stated that the posters could be different, and you would not know who marketed this campaign. 

Overall, the Anar Foundation had created an ad campaign that was simple, intelligent, clear, and unique. I have never seen an ad that specifically targets a market in a secret way. This ad was not creating awareness to the public but to those who get hurt the most: children. 

15 minutes could save you 15....enough already!!

Insurance commercials are crazy!! Is anyone getting annoyed by the Geico commercials? They may be clever and funny, but really, please stop with the play on words already!

Take this Geico commercial for example. "Happier than Dracula at a blood bank!" Where to begin... I am a fan of cynicism and a play on words but I think I've been desensitized with all these commercials from Geico. Especially the guy made out of money!! How does it start? Wait... "Chances are, you aren't made of money!" Of course the irony is self evident.

I don't know why but all insurance companies are moving towards this model. Geico with its crazy commercials. My least favorite was Gallagher at a farmers market! I'm not particularly fond of Gallagher. Although the worst of them are the General Insurance commercials with its horrid little tune and catch phrase! Ugh!

Take Allstate, Geico, 21st Century and State Farm. Everyone of them is trying to out do each other with their own cooky commercials. I think my favorite is Allstate featuring Mayhem as portrayed by Dean Winters, I think that dude is pretty funny (check out the commercial). The above commercial, not so much. I was a customer of Geico for seven years before I switched from Geico to USAA. Not really because of the commercials but because of the savings offered by USAA.

I was surprised because I thought Geico was the cheapest but it really isn't... I'm not sure if I believe these commercials anymore. Maybe because people are becoming annoyed with these commercials. It's not fair but guess what Geico, life is not fair!! How you like them apples? Enough of my own play on words.

The point is that I think insurance companies have realized that people are happy to switch only if they actually save money. Consumers have realized that they actually need to save money and aren't fooled by gimmicks and clever commercials. They need actual savings..So... the lesson for all insurance companies is stay clever but also stop spending so much money on marketing and actually save people money. Thank you!!

posted by Farrukh Memon

Using Google Glass in your daily life!

Google has been recently working on a product called “Project Glass.” According to CNN TECH, the product is “a Web-connected wearable headset that can shoot photos or video[s].” In addition, when you watch the video, the Google Glass can update your status on Google+, look up the weather, schedule or record a meeting on your calendar, have a conversation through video, look up images through Google, and send a message. The product literally functions like a smartphone. Adpressive stated that the “promo commercial for Google Glass sums it up quite well.”

Instead of showing what the product is, Google shows how the product works through our eyes. This commercial displays what you would see when using the Google Glass. Their first commercial was using various people doing many activities. It displays that by using Google Glass you can record a video or take pictures regardless of what activity you are doing. The commercial shows an individual that sky jumps while wearing the Google Glass to an individual getting directions. The video overall shows how you can use Google’s product anywhere. This Youtube video of Google Glass has over 20 million views.

The second video is more focused on an individual who is doing their daily activities. Throughout the commercial Google shows the various ways you can use Google Glass. It shows how the product can be used for directions, contacting people without touching the headset, and looking up any information on the internet. Already, the Google Glass Youtube video has gotten over 21 million views. So far they have been releasing many videos regarding their product. 

Their overall marketing for this product was smart, clear, and simple. Instead of showing the product, Google structure the commercial to make the viewers see what it will be like wearing the Google Glass. Instead of showing an individual doing one activity, the commercial displays people who are doing hardcore sports to people looking up the weather. This means that the Glass will not fall off due to the activity you are doing. They are not targeting one audience but several. In addition, letting the public know that this product can be used in your daily life, just like how our smartphones are literally part of our life. 

Both videos are extremely simple but they create so much awareness to the public because it’s a product that is new and works very well in our life. Instead of physically taking out your phone to send messages, record videos, take pictures, or search the internet, Google Glass can be done by commanding the product to do something or touching the side of the headset. The Glass is easily accessible and is very convenient for you to use. 

Google did a great job creating awareness for its new product, which many businesses know that it is extremely hard thing to do.  

The Miracle Stain

Wouldn’t you love to have a stain of Joe Montana right in the center of your 49er Jersey? Not many people would be able to say they have that, and it’s a 49er fans dream.  In this humorous commercial, a man is shown eating some chips and salsa and his salsa spills on his 49er Jersey and magically creates a figure of one of the best quarterbacks of all time; Joe Montana.  Although this is a 49er fans dream, it didn’t last for long, watch this clip to see the traumatizing event that took place to this man’s Montana stain.






Take a look at the commercial below:

Darn Tide, it totally cleaned the stain of the jersey and made it look shiny white and brand new.  Throughout this commercial this guy who had the magical Montana stain was living the dream, going to games and events, creating his own Montanaland, and above all being the rightful owner of the one and only jersey with the Montana stain.  Until the end of the commercial when his significant other “accidentally” washed the jersey because it had a stain on it that she totally knew nothing about (sarcasm intended).  She then proceeded to give a "Go Ravens".

The marketing in this commercial about Tide is brilliant in my opinion.  First of all, the 49ers and the Ravens were the two teams that played in the super bowl and the Ravens were the team that ended up winning the game.  It was also a great marketing tactic that they used a jersey with a very famous Joe Montana face made by salsa that is usually very tough to get out of clothes to portray that tide can essentially remove anything.  After watching this commercial you can be sure that Tide will fulfill your needs of removing any stains or unwanted marks from clothes, even the ones that make you famous

Best in Class!!

I recently saw this commercial on the tele and started to smile and dance because Tetris was my favorite video game growing up. I even downloaded the musical score that was redone in a techno dance style mix thing! It was boss!

Car commercials, in general, are fairly mundane. I haven’t noticed many clever car commercials lately and this one stood out. Every time I watch a car commercial, it’s always about the same thing. The style of the car or the EPA MPG rating or how powerful it is. Now there is a trend that the American car manufacturers are following. They highlight features of the vehicle that are mundane yet important; 

and this is the more entertaining of the bunch that I have noticed.

The music is the most noticeable part of the commercial and then you see the old familiar shapes that are falling down a white screen. Very nostalgic and very entertaining because I was kinda dancing a little. It is interesting to notice that the American car companies have moved to a more practical side of the business. Highlighting features of the cars that are not really mentioned by European or Japanese car companies have certainly helped their revenues. Ford has certainly seen increased market share in the US and China and GM has come back from bankruptcy to once again dominate the market.

I have noticed that Lexus focuses on the looks and the performance of the car, as well as Audi. I haven’t noticed Mercedes-Benz or BMW mentioning trunk space or interior whereas Dodge has really employed a great marketing campaign and reintroducing the Dart to the market. It’s a cool looking car and I may consider buying one. It does have some fierce competition from Ford with their Focus and Toyota with their Corolla and Honda with their Civic. Hmm!! That’s a lot of cars!!

I think GM did really well in this commercial. The music was great and I think the idea was really clever with using the shapes to fill the trunk to highlight all the space that GM has created in the car with secret hiding spots and of course massive trunks while still keeping the other functional areas of the car solid and well….functional. They leave out the EPA MPG and price and instead just state that it is "Best in class!" for trunk space. I've always been confused with that quote... Best in class?!? There are classes that only measure trunk space? Welp...That's America for ya! We have "Best in class" for every category known to man/woman! (Don't wanna leave anyone out there!"

The commercial was great and I enjoyed the music very much. The idea was very clever and using all those shapes to fill the car. Genius! Good job Chevy.

Posted by Farrukh Memon

K-Marts New Surprise

Have you ever been at a store that may not have your size in a certain something you want?  It can be very frustrating, especially when that particular store won’t even let you order anything from the store and have it shipped to your house.  Many stores lose business from this lack of help they offer.  One store you can always count on to ship your clothes or products is K-Mart.

Watch this humorous video to see how K-mart promises to always “Ship your pants”:

This commercial had me laughing the whole time; it was a very clever advertising strategy that allowed K-mart the ability to convey their point while being able to be funny and not serious or boring.  The saying “ship my pants” sounds a lot like another saying that could be said and it really brings your attention to the commercial in the very beginning because you aren’t really sure what you are hearing until you actually take time to figure it out.

I like how K-Mart uses a mixed audience within this commercial to bring life to all different age groups.  It ranges from a little kid to an old couple and they are all funny in their own way with their mannerisms they use to portray the fact that they are able to ship their pants!  With every age group they use they assure you that they are able and willing to ship your pants directly from the store, no hassle at all.

In terms of K-Marts marketing strategy, they did a great job if implementing an important idea within their business, the ability to ship items directly from the store; and make it humorous and entertaining for an audience to see and understand.  After watching that commercial I am now assured that if I ever go to K-Mart I am able to ship my pants with no worries at all.

YOU are your own worst critic!

Glamour, a well-known fashion magazine, did an exclusive survey on 300 young females and reported that "97% of women will be cruel to their own bodies." In addition, females would have an average of 13 negative thoughts regarding their own image. Dove released an article regarding their new campaign and stated “that only 2% of women around the world would describe themselves as beautiful.” Therefore, Dove decided to launch its own social mission called “The Dove Campaign for Real Beauty.”

The Dove Campaign for Real Beauty has been in existence since 2004 and on April 14, 2013, Dove released a Youtube video called “Dove Real Beauty Sketches.” The video has over 22 million views. 

In the video, there is a man named Gil Zamora, who worked for the FBI as a trained Forensic Artist. Dove brought in a few ladies to describe to Zamora what they looked like. Zamora was told that he could not look at anyone who entered the room until he completed his sketches. Each woman described herself in a harsh manner and had something negative to say about her own image. The ladies were told to get to know the other women who participated in this activity. In addition, men were also involved but only for describing the women they had met. Every individual who went in to describe to Zamora what the other women looked like gave a thoughtful and beautiful description of each woman. At the end, Zamora compared the drawings of the women’s description of themselves to the ones the others described. It turns out many women judge and describe themselves too harshly but to the rest of the world they are beautiful. 

This Youtube video was brilliant and well thought out. One of the top comment was the viewer forgetting that Dove was a soap company. The video was not about marketing their product or getting a discount on a service. It was about the world we live in consistently telling females that they do not look beautiful. Dove created such a personal, touching, and inspirational campaign about true beauty, therefore, creating a close relationship with its targeted audience and bringing in many loyal customers to its business. The campaign in general has boasted its reputation of accepting women for who they are and how they look. 

Dove made its viewers forget the company was a business, and instead had them focus on its social mission. This is extremely hard to do. With the Nike commercial, we knew the ad was Nike but with Dove, many people forgot that a business produced this powerful message. Dove made the video relatable by having ordinary women participate who ranged in age from younger to older and who were not models or celebrities. This also targeted different age groups. The vibe of the commercial was calm, warm, and thoughtful. It made the viewers feel comfortable and at ease. 

Dove did an amazing job incorporating its brand into a very powerful message. It made participates and viewers realize that they are their own worst critics. Because of its strong relatable message, the Dove corporation boasted its image as a corporation that is truly there for women around the world.