Advertising and Media Strategy

There are many types of advertising from traditional media, to new modern media advertising.

Types of Adverts:

• Commercial- TV, Radio
• Advertisement- Press, outdoors
• Direct Mail
• Preview or Tailer- To tease the consumer 
• Promotional Material 
• Sponsorship 
• Events
• Point of Sale- Packaging
• Advertorial - Written to look editorial or journalistic report
• PR
• Flyer 
• Digital- Banners, Emails, Social media

Press adverting is still as relevant and powerful as ever, within Print adverting there is a 3 second rule of seeing it, recognising it and remember it. 

Direct mail now days is email, This is good because it is more social and relevant to the times and engaging. Direct mail doesn't work so well when its generic and un-targeted. 

 

These are two advertisements for 7Up, The first with the baby is from the 1950's encouraging mothers to give 7Up to their babies. The second is from this year, a promotion they are doing called Project 7, to encourage their consumers do give to one of 7 charities. This shows the difference in times, drinking fizzy drinks now days is seen as a bad thing of something to enjoy not to often because of health. So now companies like 7Up do good of the bad press of sugary drinks. Bad for you but do good for others approach.

Point of Sale: Conversation
Done through window displays, sampling, special offers all have noticeable effects.

 


How you measure success

Brand Tactics

"Brand Ambition" and "Market Opportunity" are both tactics brands look for when selling theres brand and products. These are broken down into three groups.

Signature Products:
Ugg Boots, Converse Allstar, Levis, Dr Martens.

 

Design Language:
Apple, Audi.

Lifestyle:
Abercrombie + Fitch, Fat Face, Hollister.

 

These are the stages new business and rebranding companies go through to gain the consumers trust and making sure repeative purchase happens.

Evolution of a Brand:

Sales Focused

Product Focused

Brand Focused 

Brand Laddering: 

Functional Benefits 

Emotional Benefits

Prefume brief- Idea Generation

A main key word for fragrance is Indulgence, perfume and scents are not really need, its is a luxury a added on extra, but yet we are made to believe in advertising and such things that we need it in our everyday life. With this we can take the tone of voice of indulgence and go from dominant to emergent of the way Indulging should be.

• From Dominant

Feminine/ Me time.
Internal/ Consumed.
Physiological/ Carnal.
Individual/ Solo.
Isolated/ Separate.
Generic/ Universal.

• To Emergent

Genderless/ Us time.
External/ Experienced.
Psychological/ Mental.
Group/ Shared.
Integral/ Connected.
Unique/ Special.

Brand DNA and Postioning

We had a guest lecturer, with marketing and specialist consultancy Tastebillion that, give semiotic strategies to various food, beauty and lifestyle brands. Within this lecture he gave us very useful idea's of a brand is, could become and what it should become. These were explained to us through a semiotic evaluation of evolving codes of masculinity.

• Residual- Yesterday, dated

The Intrepid explorer- wanderlust, pioneer.
The Sophisticate- sleekness, luxury.
The Purist- ruler, minimalism.

               James Franco

 Gandi

                                                                 

 

 

• Dominant- Todays mainstream

The Iconislist- iconic, emotive.
The Pimp dandy- peacock, clever, self assured.
The post modern rebel- indie, hipster, irony humour, beards.

 Will. I. Am

 

 Ricki Hall

 

 

• Emerging- New thinking ahead of the curve.

The Generational man- unity, knowledge, family.

The male ingénue- expressive, sensitive, feminine.

The Existentialist- philosophical, alternative, cutting edge.

 

Valter Torsleff

Archie Griffths

 

 

 

 



Perfume Brief

When first got told about the perfume brief, I was very excited. the chance to make and design our own perfume seemed pretty crazy at the time, but now have researched a lot more into the industry, it still is something that's a hard art to master.

The UK fragrance industry is worth £1.25bn and has a lipstick effect to it so people will always buy it. Most woman putting on perfume is just apart of their daily routine; wash, teeth, get dressed, make up and lastly a few sprits of perfume. From celebrity perfume, to high end designer, niche smells, to 99p canned body sprays, perfume and scent is everywhere.

Keywords for perfume, taken from guest lecturer, Taste Billion.

• Trust
• Honesty
• Sexuality
• Indulgence
• Tradition
• Inheritance
• Humour
• Kitsch