1. Identify and explain with relevant samples the four main roles of the internet.
a) Economic role
With the presence of Internet, it fulfils many of the objectives of marketing and advertising, from simply attracting attention through to facilitating exchange and building a brand. For instance, online ads.
Let me use YouTube as an example. For being a YouTube Partner, you get paid by having ads put in your videos. Companies pay YouTube to advertise their product or site. Eventually, YouTube pays you a small share from the amount for having those ads in your videos.
On top of that, users creating video and post it on video-sharing site, YouTube, can indirectly earn a small amount of business. If the viewers exceed a certain amount stated, YouTube will then pay them one cents upon every viewer count.
b) Information role
It is a medium for information and news delivery, a cross-marketing tool for its other products and services, and a vehicle for generating revenue from selling space to other advertisers.
Wide range of search engine equipped with information.
Example: Google, Yahoo, Wikipedia
Advertisers use online information to create and run own campaign.
c) Entertainment role
The existence of YouTube allows easy and quick access to entertainment videos (Example: Ryan Higa, WongFu Productions, etc) Video sharing websites such as Vimeo, Veoh etc.
Ads become popular through YouTube (The Force: Volkswagen Commercial" (Volkswagen)
The infamous Star Wars ad for Volkwagen's 2012 Passsat was featured during the Super Bowl this year, and it became an instant viral hit. It's no surprise the video has the most views in 2011 -- it also held the highest number of shares).
Advertisers of entertainment products such as The Sims 3 finds internet the ideal place to launch new releases.
d) Social role
Evolution of social network site has became important to advertisers.
Moreover, social network sites such as Facebook has become a major platform for advertising.
SNS allows reader to engage in the community to publish their own materials.
Instant feedback through SNS allows advertisers to receive an instant feedback from audience.
2. Explain the advantage and disadvantage of advertising on the internet.
Advantages:
a) Relatively inexpensive
It is relatively inexpensive to publish information on the Internet. At a fraction of the cost to publish information by traditional methods, various organizations and individuals can now distribute information to millions of users. It costs only a few thousand dollars to establish an Internet presence and publish content on the Internet.
b) E-commerce
The concept of e-commerce is used for any type of commercial maneuvering or business deals that involves the transfer of information across the globe via the Internet. It has become a phenomenon associated with any kind of shopping, business deal etc. You name a service, and e-commerce with its giant tentacles engulfing every single product and service will make it available at your doorstep. Websites such as eBay allow you to even bid for homes, buy, sell or auction stuff online.
c) Advertisers can customize and personalize messages
It has less gatekeepers in internet advertising as compared to the advertising channels in other media. Advertisers can create a personal website, a set of ads and a database. Data collection mining and retention means that an advertiser can input key demographic and behavioral variables, so as to make the customer feel that the ad is just for them.
d) Provide sales leads or actual sales
Business-to-business advertisers can access product catalogues, read the product specifications in depth, see a production demonstration, hear from the owner of the business, request a call from a salesperson or make a purchase online. The internet can level the playing field for small and medium-sized companies competing against larger organisations.
Disadvantages:
a) Inability of experts consistently produce effective ads and to measure their effectiveness
It has a negative flow-on effect. For example, lengthy waits for downloads, unproductive searching, privacy and security concerns are all reasons for consumers to withdraw from interaction or purchasing.
b) Clutter may be even worse than in other media
Too many unorganized ads moving or popping out at the same screen. It annoys internet users and make them ignore the ads.
Monday, 12 November 2012
Tutorial 4 - TV Script
TV Script: Hershey's Cookies 'n' Creme
Snap shots of 20 children of age group of 5-12 years old from different background eating Hershey's Cookies 'n' Creme, each cuts are continuous that passes from one kid to another until the chocolate is finished.
Each shots of the children will be shot with different backgrounds such as playgrounds, classrooms, open parks; which signifying the livelihood of children. The whole idea is to show how when children is happy when consuming Cookies 'n' Creme.
All the snapshots will be combined into a 5x4 collage consisting happy children eating Cookies 'n' Creme.
There would be background music famous nursery songs.
Tutorial 3 - Group assignment product
Hershey's - Cookies 'n' Creme
The role of advertising:
To reinforce the brand image to the consumers
Target market: Who are we targeting?
Children, small kids
Consumer insight: What do they think about us?
The brand is well-known in everyone, but the audiences are not aware of the product, Hershey's chocolate bar.
Category: Candies
Brand: Hershey's
Advertising opportunity: How can we make you want this?
a) Change to a brand new packaging such as miniature bars
b) Change to a brighter and striking colour packaging
c) Provides complimentary goods, eg: stickers and maniature toys
Proposition: How do we kickstart?
Introduce Cookies 'n' Creme with a new packaging but remains the same flavor regardless of the size through TV advertisement first.
Support: How is this believable?
- Adding in the element of FUN and YOUNG into the conservative image of Hershey's which is associated with children.
- Influence of other people's testimony on their experiences of trying the product
- The same flavor of Cookies 'n' Creme in other category affects the consumers' intention to try or buy the product. For example, the consumers like the taste of Baskin Robins's Cookies 'n' Creme flavor ice-cream, hence they will have the intention to try the similar flavor on chocolates.
Desired consumer response: How we want you to think of us?
To recognize this particular product and reinforce the brand image
Brand personality: Who is Hershey's?
Up to standard and conservative.
Up to standard and conservative.
Campaign requirements:
- Organize a large event or roadshow with the theme of Cookies 'n' Creme.
- The programs of the event included coloring contest to attracts the children to take part and their artwork will be presented in the campaign.
- Creates a mascot as a symbol which represents the Cookies 'n' Creme product
Mandatories:
The original logo of Hershey's will be remains because of its long term reputation in confectionery industry.
The original logo of Hershey's will be remains because of its long term reputation in confectionery industry.
Tutorial 2
Outline the steps of the purchase decision-making process.
1) Need Recognition
How important the product is to the buyers?
Example: Telecommunication is essential in one's life. There will be a barrier of life if we do not have a channel to communicate through. Hence, having a phone is important to an individual.
This shows how important and demands of the product is to the buyers. It activates or stimulates the need of an individual.
2) Information Search
To do further research on the product we want to buy for more information and opinions before we buy it. It can be done casually or formally.
Example: What are the features that we want in a phone? Either a smart phone or not a smart phone? What specifications we want in the phone itself. Besides, we would also want to know the review and feedback from people who bought the phone. This researches can be done either by reading ads and articles or through Internet or publications.
3) Evaluation of Alternatives
Have comparison with other similar category of alternative brands.
Example: Apple vs Samsung. How much price difference of the product? Which is longer lasting? What common problems for both of the products? Which brand has higher buyer purchase?
All these elements have to be taken into consideration of one consumer before making decision on buying the product.
4) The Purchase Decision
Pick a brand and where can we get it from?
Example: After deciding on the brand we want, we have to select the outlet from which to buy the product. Is it cheaper to get it from retail stores or directly from the dealer store? Is the seller trustworthy? In addition, the after service they provide if something goes wrong to the phone. Is it convenient enough?
It is important that consumer take note of all these circumstances that will be faced.
5) Post-purchase Evaluation
Is the product up to our expectation? Does it satisfy us?
Example: Does the phone satisfy what we actually want and looking for? The functions and so on. Is its performance satisfactory?
This is where the customers themselves have to experience it and give feedback about it for the benefit of future buyers.
6) Post-use
Is the product sustainable?
Example: Is it brand trusting? Will I continue buying the product from the same company? From here, that is where buyers start having brand loyalty.
Tutorial 1 - Cross-cultural consumer behaviour
TOPMAN/TOPSHOP & MANGO
TOPMAN/TOPSHOP
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MANGO
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ATTRIBUTES
“WHO”
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· Higher-end-fashion – slightly much more pricey.
· Much more trendy compare to other retail stores.
· Has individuality and personality for every piece of clothing, accessories and shoes in the shop.
· Much more western-based concept but glocalised the designs in Asian market.
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· Affordable retail clothing line.
· Often have similarities with high-end clothing line.
· Much more localized – less demand and statement making.
· Often sell commercial product such as t-shirts, jeans and jackets.
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PROCESS
“HOW”
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· Season fashion shows: London fashion week – indicating high end fashion.
· Often collaborate with famous designer and are endorsed by famous personalities.
· Season sales ( clearance sales)
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· Peer pressure – a normal fashion statement.
· Kate Moss is the face of MANGO;
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CONSUMER
BEHAVIOUR
DOMAINS
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· Create a sense of belonging and brand loyalty – high quality of clothes.
· High media coverage, especially when famous personalities are spotted wearing the product.
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· Brand loyalty – cheaper goods
· Has pretty good advertisement for having famous models as the face of MANGO
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INCOME
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· Usually higher middle class are able to afford their products.
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· Middle class income people can afford the product of the shop.
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#7 F&B - Pepsi
1. Which of the (9) types of advertising does the ad belong to?
It belongs to Brand Advertising
2. The four (4) roles of advertising. Which are relevant for this ad?
Marketing and economic roles are relevant for this ad.
3. What does the ad. want the audience to do or not do?
4. Who is the target audience?
Football and Pepsi drink fans.
5. What are the target audience's needs, concerns and interest?
The target audience would concern how Pepsi and football can be related to each other and why do they collaborate.
6. What is the message?
Pepsi brings every one together.
7. Discuss the message being conveyed.
Pepsi brings the Africans and football superstars together and it creates a sense of belongingness.
8. Who does the message appeal to?
Football fans.
9. What is the desired communication outcome?
To promote Pepsi through Africa 2010 games in Africa and attract more African football fans to drink Pepsi while they are watching football games.
10. What other communication channel is most effective?
Television.
11. Identify the ad and specific product being advertised and describe the ad.
The ad has featured many celebrity footballers and also a well-known artist, portraying them playing and blending in with the Africa people in order to show that Pepsi can bring all people together, having fun.
12. What does the ad show, people, products, scenery, etc?
The ad shown a huge group of Africans singing and dancing together with singer Akon and other famous footballers such as Kaka and Messi in a mowed jungle.
13. What is not discussed about the product?
The price.
14. What image is portrayed?
Playful and cheerful.
15. Is it true to life or puffery?
True to life.
16. Is the ad a slice-of-life, fear, humor, sex or other type of ad?
A slice-of-life kind of ad.
17. Who is in the ad, if a star, what image does he or she portray?
-
18. What is the mood of the ad, colors used, music played?
Cheerful and wild.
19. Is the ad memorable?
Yes.
20. Would you buy the product being advertised, why or why not?
No because I'm not a fan of coke drinks.
21. Be sure to include your opinion (have a specific point of view, love it or hate it.)
I love to see when famous artists collaborate together in a commercial. It directly attracts people.#6 Household & Personal Products - Walmart
1. Which of the (9) types of advertising does the ad belong to?
It belongs to Brand Advertising.
2. The four (4) roles of advertising. Which are relevant for this ad?
The marketing, communication and economic role of advertising.
The marketing, communication and economic role of advertising.
3. What does the ad. want the audience to do or not do?
The ad wants their audience to be informed about the low prices sales at Walmart.
4. Who is the target audience?
Housewives and general public.
5. What are the target audience's needs, concerns and interest?
The target audience are concerned with the relatively low prices of goods selling at Walmart comparing to other hypermarkets.
6. What is the message?
Walmart helps consumers to save even more and always maintains its low prices.
7. Discuss the message being conveyed.
Walmart attracts more consumers with their tagline "helping you to save even more" by reducing to lower prices.
8. Who does the message appeal to?
To housewives and middle and lower classes of families.
9. What is the desired communication outcome?
Attract more consumers.
10. What other communication channel is most effective?
Television.
11. Identify the ad and specific product being advertised and describe the ad.
The ad shows several prices became lower after being "reconstructed" by a Smiley construction worker. This shows the purpose of the ad.
12. What does the ad show, people, products, scenery, etc?
The ad was animated with a Smiley as a construction worker where he re-constructs the prices into lower prices in the Walmart store.
13. What is not discussed about the product?
Is it a seasonal promotion and if so, how long does it last?
14. What image is portrayed?
Cheerful
15. Is it true to life or puffery?
Puffery
16. Is the ad a slice-of-life, fear, humor, sex or other type of ad?
Humor
17. Who is in the ad, if a star, what image does he or she portray?
Will Smith, a down-to-earth worker.
18. What is the mood of the ad, colors used, music played?
Cheerful music with bright colours.
19. Is the ad memorable?
Yes.
20. Would you buy the product being advertised, why or why not?
Yes because it attracted me to go find out its low prices.
21. Be sure to include your opinion (have a specific point of view, love it or hate it.)
I am fascinated at this ad because it is cheerful and creative in a way.
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