WEEK10 How to become a successful brand: McCafé

McDonald’s is not a new brand in people’s eyes—the world’s largest restaurant chain. However, its new brand McCafé successful enters the coffee market.

At first, McDonald’s suffered a significant economic issue. In order to increase the economic income, the first McCafé was launched in Melbourne in 1993. Meanwhile, McDonald’s use this chance to change its brand position. McDonald’s is a affordable luxury café restaurant not just selling junk food, which has same market share with Starbucks, keuring Green Mountain, and Dunkin’ Brands.

Why McCafé could entre the coffee market successful?

I think the reason is the concepts.

As Seelert el at. mention, we should realize what is consumers want to buy and why they want to believe what we say.

McCafé focus on their objective—consumers. Also, they know what consumers want: healthy food. They aggressive menus update, using the nutritional beverages or coffee products to attach consumers’ eyes. Moreover, they change the decoration of McCafé. Even if they share the same entrance with McDonald’s, McCafé offers the big couches, upscale tables, Wi-Fi, and well-managed staff.

I believe brands must have own successful reason. Like McCafé, they know what consumers want, and they can offer popular products for consumers. I think the successful brand must realize their brand positioning, consumers’ buying behaviour and this market. Only in this way, we could promote a brand successful.

This is a advertising describing the luxury concept of McCafé.

WEEK9 Do we need the humorous advertising experience in campaign?

Advertising seems like a mirror reflecting our lives. In order to broadcast the advertising real, advertisers try to use humorous experience in advertising, for example, funny posters, or interesting videos. However, it is difficult to judge whether the humor leads to a goog advertising campaign.

24 Hours in Advertising: Tuesday, March 31, 2015 David Beckham spoofs his H&M ad, and Groupon talks Banana Bunker By Katie Richards
By ADWEEK

Humor is an important element for advertising campaign.  However, I think that humor should be used in the appropriate way. That means, you could use humorous experience to describe the supplies and food campaign, because people tend to have a humorous and happy shopping experiences when they buy these products.

On the other hand, in some fields, such as domestic violence, disadvantaged children and racial discrimination, we should consider  the humor. The different concepts should be used for different advertising. I think that no one wants to see the domestic violence advertising campaign making people laughing. As advertisers, we should consider these questions, and divide them into different fields.

Humor is a double-edge. It not only brings advertising successful but also leads to negative effects.

The coke advertising campaign  is a successful campaign which used the people’s names as the new idea. This campaign successful utilized the element of costumers’ experiences, humor and brand concept.

WEEK8 TV advertising or Ambient advertising

When we watch the television, it is easy to find food or cars advertising on television commercial advertising.  In people’s mind, television becomes the main way to cover the advertising, but should all advertising be like so?

Not at all. There are lots of methods to cover a advertising, for example, outdoor, direct response and ambient and so on.

I consider that ambient advertising plays an crucial role in advertising field. Ambient is the practice of placing ads in an environment which is frequented by consumers. The advertising attracts  consumers’ attention by being interactive with them.Also, ambient advertising could explain the advertising in a better way. Because ambient advertising could  place advertising messages on sandwich bags, pizza boxes, hot air balloons, beer mats, and on the back of car park tickets, it is a effective way to attract attention instead of  covering irrelevant message on television.  Also, the features of ambient advertising are interest, intimation, intelligence and innovation. In this way, advertisers could use innovative ideas to show their ideas in different ways.

Television advertising is a traditional way to cover the message to audiences. I have to say that ambient advertising not only covers the clients’s message, but also allows audiences to have their own experiences, which could bring the real goal of advertising to public.

Tibits – Very Very Fresh Vegetarian Food

Fitness First (International chain of health clubs)

Lay’s – Our Potatoes Are Grown Closer Than You May Think

WEEK 7 What we need in the advertising? A interesting idea or the prefect layout?

Just think about what we need in the  eye-catching advertising? I think , most people believe that the interesting idea or funny element is the crucial aspect. Absolutely, there are.

Looking at these two pictures. 

Why you like the second one?  The layout. When audiences look at the poster, their focus will be attracted by the black firstly,  and they will find out it is a car. Last, audience will realize that it is a mini cooper vehicle advertising.

As  the  advertising layout is simple, audiences could understand the message easily. A good idea is important, however, if advertisers show the good idea in a layout without a conception, I think on one will like it, and on one will understand the goal of products

A prefect advertising layout could explain the main meaning of clients to customers. The layout can use the frame , which can provide a specific area, typically the center of the page, to draw a reader’s attention. Moreover, the layout is circus. Audiences are forced to look at the whole page, examining every element of it. Thus, a advertising layout is an indispensable part in advertising.

We can believe that a good layout could make advertising easy to understand, because it could make readable advertising for audiences.  A good advertising layout design and a interesting idea are all crucial elements for a successful advertising. If lack of one of them, it is difficult to attract audiences’ eyes.

Week6 Just do it or Just remember it?

When we talk about the sport’s advertising tagline, most people will think of Nike’s slogon at first time, Just do it.

Why you just remember Nike , not Puma or Converse?

By tumblr.com

I think not only the brand’s spirit but also the tagline. Nike uses the three simple words to express their idea in the advertising, you just do it, and you just buy it. As Barry (2012) said “The tagline has a very important function within the development of a campaign”. That is the reason why we remember Nike.

So what is a tagline? How is affect to the brand? A tagline is a clear statement of brand position, a phrase or sentence used to capture attention and communicate value.

In the advertising market, a right tagline not only brings the direct benefits for the company but also expresses the brand’s idea to the audiences. Moreover, the right tagline can be used by brand for many years.

For example, the tagline from SUBWAY, “ East Fresh”. SUBWAY is an American fast food, and the aim of SUBWAY is bringing fresh, healthy and nutritional food to people. In their tagline “ Eat Fresh”, it uses two simple words to express theri goal. In this way,  people could easy remember the brand’s character “Fresh” and “Fresh”. “Eat Fresh”  not only is a tagline but also express what they want to tell us.

I think a great tagline is a powerful tool that can help consumers, suppliers, and other interested audiences link your company.

WEEK5 “Oh Doritos”—A successful advertising concept

During nine years, Doritos becomes not an unfamiliar name for audiences. The Doritos’ annual “Crash the super Bowl” contest appeals animal and kids coming. If you watched the Doritos advertising, you will find that advertising use interesting language and video, for example, a screaming fish, a talking baby, and a pig with a rocket. Advertisings of Doritos are humorous and interesting, which could attract catching people’s eyes.

Why fans engage in Doritos’ advertising?

I think they make the product real. That means, they know their products’ brand positioning. Advertisers could use the humorous element to describe the true experience advertising  to consumers. They make the advertising simple, straight, and interesting,  just like Sullivan said” First, say it straight. Then say it great.” When consumers watch Doritos’ advertising, you could feel “that is real.” “I real want it” “ I have experience like this”.

Moreover, the concept of Doritos is different. Crowdsourcing is not a new concept in advertising world. Doritos company use this concept held “Crash the Super Bowl” program, the more and more consumers could be engaged in advertising to win the most memorable advertising. It is a good chance to promote creative individuals.

This is my best Doritos’ advertising. Everyone has an experience like this. You may suck you fingers when you eat the snacks. This advertising enlarging this experience in a humorous scene. The guy who likes Doritos suck every Doritos places.

WEEK4 Simple Advertising

Advertising plays an irreplaceable role in people’s lives, it exists every time and every where.

However, all audiences like advertising.Because they have to suffer various advertising, and they even can not delete the advertising on magazines or TV. On the other hand, creating the advertising is advertising workers’ mission. As adverting workers,we should think about how to create the advertising people like.

The answer is the creative leap.

“Simplicity is best clutter”. Newman (2003)said.

The best way to create the advertising is thinking the creative leap. If the worker wants to use lots of elements in the advertising, it will tough for people to understand. Whether the advertising is satisfied comes from human attention, not just elements. Only in this simple way, advertising usually accepts by people.

As Newman (2003)mentioned, Nike’s campaign is simple and accepted by all generations.

It is a video coming from Nike. The Nike advertising uses the simple elements, which could contain famous sport star, sports, Nike and its spirit. As for the audiences, the advertising is quite interesting , just like telling  a story. Also, we intend to pay close a attention to this brand .

WEEK3 Think about your advertising

“Quality beats quantity.” Barry (2012)said.

Literally, quality is more important than quantity. In advertising, clients need the unique  and creative advertising instead of mediocre slogans.

How to create the unique advertising for clients? Which part do you think firstly??

Absolute proposition!

Firstly, advertising workers need to know the demand of your clients, and the features of your products. What is your clients aim? Why the customers will use or buy my clients’ products? What kind of features of products we need to promote? Also advertising workers have to know your competitors. (The Chartered Institute of Marketing , 2009)

After considering what kind of advertising competition is do, and advertising workers should think about how to attract people’s attention in the advertising. Then advertising workers should express correct proposition, they need to understand what kind of advertising the audiences and clients need, not just product puffery, not just showing the slogan.

Obviously, the unique advertising is not easy to achieve.

The video I shared is the supermarket Christmas advertising in 2014. In this advertising, they understand clients’ proposition correctly, and it can attract audience’ attention by linking the food , family and Christmas.

WEEK2 How important the creativity is!

It is simple to recognize the creativity in lives, for example, children can image magic world due to their creativity. For adults, a funny and amazing advertising results from the advertising workers’ creativity.

The advertising is all from advertising companies.

As we know,  most clients choose the advertising companies, companies can use high level creative skills to promote the product. In their mind, the advertising companies know features of the product, and they could combine the various features to be a simple one. Clients want the advertising companies could use the simple and clearly idea to promote their products, propagating the beneficial message to readers or viewers and appealing to consumers to consume. As textbook said, advertising workers can use “kiss” principle to edit the advertising, which means the creative advertising could use simple idea to express the idea. In this way, the creativity is regarded as an inevitable crucial skill to depict a good advertising. Nyilasy and Canniford state that different practitioners usually have a variety of creativity models. Practitioners who know emphasis and concept of the products can use the different creative models to finish the task. Meanwhile, the creative skill not only has impacts on communication among clients, but also has an influence on clients’ strategies. It can be seen that creativity plays an important role in marketing, management and advertising.

The video talks about where good ideas comes from,which could bring some effective ideas for the advertising.

WEEK1 To be a good copywriter

Advertising is everywhere.

It is easy for public to see different advertising (such as flyers, videos, magazines) in daily lives. Most people use to watch the advertising instead of thinking about why the advertising is interesting.

For public, the advertising is the tool to promote products; on the other hand, for copywriters or art director, they have to use their creative skills in their career.

You could think about why I like the advertising which could makes me laugh. So we can see, how important the coperwrite is!

According to Altstiel.T (2012), there are varieties tasks for copywriters. The copywriter has to do the research and contact client in order to explaining the ideas and work. Then copywriter should try to make the ideas to real one by working with teams and sharing the creative. Meanwhile, copywriter could do the job about public relations, such as writing the releases or organizing the event. Moreover, online media could not be ignored. The copywriter also need write related blogs or websites. Lastly, creative copywriter and well management will present the advertising.

We even can image that how hard the job is !

To be a good copywriter , you not only need to have creative mind, but also need to have the endurance!

This is a video give people who want to be a copywriter some tips.