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vendredi 8 mai 2009
lundi 4 mai 2009
lundi 6 avril 2009
Concepts
- Advertising: structured and composed non-personal communication of information, usually paid for and usually persuasive in nature, about products (goods, services, and ideas) by identified sponsors through various media
- Marketing: organizational function and a set of processes for creating communication, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders
- Clutter: When many messages compete for attention, so viewers become confused and often misidentify the product
- Stimulus codability: Items that easily evoke consensually held meanings within a culture or subculture
- Corporate logo: The symbol used to identify a company and its brands, helping to convey the overall corporate image
- Salience: When consumers are aware of the brand, have it in their consideration sets, regard the product and brand as a good value, buy it or use it on a regular basis, and recommend it to other
- Brand equity: A set of brand assets that add to the value assigned to a product
- Market segmentation: The identification of specific purchasing groups based on their needs, attitudes, and interests
- Behaviographics: Measure that is used by marketers to target consumers and this based in their behaviors in terms of their past purchase behavior or their only search activities in a particular product or service category
- VALS segmentation: places American adult consumers into one of eight segments based on psychological characteristics that are related to purchase behavior and several key demographics
- Positioning: The process of creating a perception in the consumer’s mind about the nature of a company and its products relative to the competition. It is created by the quality of products, prices charged, and methods of distribution, image, and other factors
- Positioning statement: key idea that encapsulates what a brand is intended to stand for in its target market’s mind and then consistently delivers the same idea across all media channels
- Over positioning: extreme positioning on one benefit will reduce the number of interested consumer
- Under positioning: failure to make a clear differentiation with competitors
- Consumer processing model (CPM): information processing and choice are seen as rational, cognitive, systematic, and reasoned
- Hedonic experiential model (HEM): views consumer processing of marcom messages and behavior as driven by emotions in pursuit of fun, fantasies, and feelings
- Maslow's hierarchy of needs theory: all individuals' needs can be classified depending on their importance. Maslow's theory is represented by a pyramid.
- Hierarchy of Marcom effects: implies that for marketing communications to be successful it must move consumers from one goal to the next goal
- Conceptual names: Brands that use concepts in their logos or names. Ex: Google…
- Marketing: organizational function and a set of processes for creating communication, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders
- Clutter: When many messages compete for attention, so viewers become confused and often misidentify the product
- Stimulus codability: Items that easily evoke consensually held meanings within a culture or subculture
- Corporate logo: The symbol used to identify a company and its brands, helping to convey the overall corporate image
- Salience: When consumers are aware of the brand, have it in their consideration sets, regard the product and brand as a good value, buy it or use it on a regular basis, and recommend it to other
- Brand equity: A set of brand assets that add to the value assigned to a product
- Market segmentation: The identification of specific purchasing groups based on their needs, attitudes, and interests
- Behaviographics: Measure that is used by marketers to target consumers and this based in their behaviors in terms of their past purchase behavior or their only search activities in a particular product or service category
- VALS segmentation: places American adult consumers into one of eight segments based on psychological characteristics that are related to purchase behavior and several key demographics
- Positioning: The process of creating a perception in the consumer’s mind about the nature of a company and its products relative to the competition. It is created by the quality of products, prices charged, and methods of distribution, image, and other factors
- Positioning statement: key idea that encapsulates what a brand is intended to stand for in its target market’s mind and then consistently delivers the same idea across all media channels
- Over positioning: extreme positioning on one benefit will reduce the number of interested consumer
- Under positioning: failure to make a clear differentiation with competitors
- Consumer processing model (CPM): information processing and choice are seen as rational, cognitive, systematic, and reasoned
- Hedonic experiential model (HEM): views consumer processing of marcom messages and behavior as driven by emotions in pursuit of fun, fantasies, and feelings
- Maslow's hierarchy of needs theory: all individuals' needs can be classified depending on their importance. Maslow's theory is represented by a pyramid.
- Hierarchy of Marcom effects: implies that for marketing communications to be successful it must move consumers from one goal to the next goal - Advancing Consumers From Unawareness To Awareness
- Creating An Expectation
- Encouraging Trial Purchases
- Forming Beliefs And Attitudes
- Reinforcing Beliefs And Attitudes
- Accomplishing Brand Loyalty
- Conceptual names: Brands that use concepts in their logos or names. Ex: Google…
dimanche 22 mars 2009
Assignment 5: Viral advertising
As defined in the BBC today article, viral advertising is a kind of advertising that spreads thanks to people. In fact, people after seeing a video they enjoyed to talk about it to relatives, colleagues or friends.
I think each one of us has experienced viral advertising once in his/her life. For my part, I often receive by email links to some unusual or entertaining videos that can be found on youtube or dailymotion.
What is intersting about viral advertising is that people tend to promote products and talk about them only because they enjoyed the ads.
I think that viral advertising can have a future in Morocco for some reasons.
First,a lot of people, especially youngsters, spend more time in front of internet than in front of TV. The Moroccan youth is particularly interested by social networking and video sharing websites. Yet, facebook and youtube are favorable conveyors for viral advertising.
Second, I think that the word of mouth is an inherent characteristic of the Moroccan society. People love spreading news and information either good or bad. Hence, viral advertinsing can indubitably work in Morocco.
Finally, it could enhance creativity among Moroccan advertisers.
I think each one of us has experienced viral advertising once in his/her life. For my part, I often receive by email links to some unusual or entertaining videos that can be found on youtube or dailymotion.
What is intersting about viral advertising is that people tend to promote products and talk about them only because they enjoyed the ads.
I think that viral advertising can have a future in Morocco for some reasons.
First,a lot of people, especially youngsters, spend more time in front of internet than in front of TV. The Moroccan youth is particularly interested by social networking and video sharing websites. Yet, facebook and youtube are favorable conveyors for viral advertising.
Second, I think that the word of mouth is an inherent characteristic of the Moroccan society. People love spreading news and information either good or bad. Hence, viral advertinsing can indubitably work in Morocco.
Finally, it could enhance creativity among Moroccan advertisers.
Assignment 4: Benetton
The brand Benetton is known throughout the world for their clothes and for their colorful and original ads.
One of their latest ads concerns a new fragrance that was developed by the brand under the name "essence of Benetton".
The ad can be analyzed using four consumer characteristics:
1. Behaviographics: which means targeting an audience with regard to their behavior and their past purchase behavior. To do so, the brand has probably made research about the online search activity of the targeted audience using audience management systems.
2. Psychographics on the other hand tries to capture the psychological makeup and the lifestyle of the targeted audience by focusing on the values, attitudes and motivations of the consumers. Here, the audience is supposedly a young and emancipated audience that values freedom in all aspects of their lives.
3. Demographics focuses on measurable population characteristics such as age, income or ethnicity. The Benetton ad is targeting a young population from 18 to 30 with no regard to gender. Moreover, Benetton is known for its promotion of parity and for its non-discriminative messages. Hence, the ad is targeting young people regardless of their ethnicity or of their social class.
4. Geodemographics is the last characteristic to be used for the consumer analysis and consists of targeting people that live in the same geographic clusters, assuming that they share common characteristics. In the case of the Benetton ad, the targeted audience is wide since it is addressed to a young population regardless of gender or ethnicity. However, the audience will probably be a western one (European and North American) since the ad conveys a message of a liberal society that lives in harmony with its sexuality.
One of their latest ads concerns a new fragrance that was developed by the brand under the name "essence of Benetton".
The ad can be analyzed using four consumer characteristics:
1. Behaviographics: which means targeting an audience with regard to their behavior and their past purchase behavior. To do so, the brand has probably made research about the online search activity of the targeted audience using audience management systems.
2. Psychographics on the other hand tries to capture the psychological makeup and the lifestyle of the targeted audience by focusing on the values, attitudes and motivations of the consumers. Here, the audience is supposedly a young and emancipated audience that values freedom in all aspects of their lives.
3. Demographics focuses on measurable population characteristics such as age, income or ethnicity. The Benetton ad is targeting a young population from 18 to 30 with no regard to gender. Moreover, Benetton is known for its promotion of parity and for its non-discriminative messages. Hence, the ad is targeting young people regardless of their ethnicity or of their social class.
4. Geodemographics is the last characteristic to be used for the consumer analysis and consists of targeting people that live in the same geographic clusters, assuming that they share common characteristics. In the case of the Benetton ad, the targeted audience is wide since it is addressed to a young population regardless of gender or ethnicity. However, the audience will probably be a western one (European and North American) since the ad conveys a message of a liberal society that lives in harmony with its sexuality.
dimanche 8 février 2009
lundi 2 février 2009
Assignment 2: Apple commercial
This appele commercial is the one introducing for the first the computer Macintosh in 1984. The ads shows a number of individual wearing gray, walking like zombies and watching a screen. Then a woman wering very bright colors comes and destroyes the screen with a hammer. The ad is an analogy with Wells book "1984", in which a society is not allowed to think, in which people are endoctrinated and have to follow one way of thinking. In this ad,the society before the creation of Macintosh is portrayed in the same way. Macintosh is shown as a revolution as something that will awaken people from their neurastenia. The new apple computer is shown as an innovation that will change people's habits and way of livin; that will illuminate them.
Assignment 1: Come home to the simpsons
This advertising for a british channel transposed the integrality of the simpsons' opening but used human beings instead of cartoons. The charcters are the same, the scenes are the same and even the music is the same. The simpsons is a very well known show thourghout the world and vehicles the value of the middle-class american family. By using, the same opening as the simpsons, the british channel made sure that people would want to watch the commercial. In fact, the simpsons is adressed not only to teenagers but also to adult and is appreciated by a wide variety of people. Hence, people are curious to see which human characters are used to replace the cartoon ones.
Since, the simpsons are a very appreciated show, by using the same opening, the advertisers made sure to attract viewers in a positive way.
Since, the simpsons are a very appreciated show, by using the same opening, the advertisers made sure to attract viewers in a positive way.
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