I learned a lot through out the 11 weeks in this course. I really enjoyed learning about advertising and I feel like it is one of my strong suits and possibly something I will look into career wise. I like how you can be creative with advertising and you really get a chance to execute something in your mind to reality for a great ad. I feel like I understand all of the required objectives. Overall, I think I did really well in this class. I was present during every class except for week 10, which I gave myself a 0 for. I have also kept up with my tweets daily, constantly updating my account with new marketing and advertising news. I have completed the EOC’s within the given time as well. I did give myself a 70 for the Week 9 EOC because I got it done a couple of days late. I am on time for class, but have left early once or twice. Which I made sure to dock points for Week 9 and Week 8 when I had to leave. However; I still managed to get my assignments from other students in the class and made sure to complete them as fast as I could. In the first half of the quarter, I had straight 100’s and maintained a 100% in the class. However, due to other things going on; I had to leave / had to miss one class in the last half of the quarter. I feel like that shouldn’t affect my grade too much though, because I have done all of the work and my final project for this class is completed and I am very confident in my work. All in all, I believe I deserve an A in this class.
Wednesday, December 14, 2011
Sunday, December 11, 2011
Advertisement for Chanel No. 5
I wanted my ad to be very simple and clean. I think beauty and simplicity are what I would easily associate Chanel with. I feel like Chanel No. 5 is a major brand and it speaks quite fine for itself. Chanel doesn't need to overwhelm their advertisements because they're so global. When you see that label, you automatically think of the fragrance and the designer. The slogan is telling the consumer that you CAN be Chanel, if you wear the perfume. Classic and iconic are two of the best words to represent the designer and her labels itself. To wear Chanel No. 5 is to wear history.
Tuesday, December 6, 2011
Week 9 EOC: For Those Who Think Young
http://youtu.be/zEXASw6_Ck0
This 2002 commercial featuring Britney Spears was a big success when it first aired on television. I, myself, remember loving this advertisement and it was very memorable/stood out to me. I think Pepsi is definitely trying to target the younger market. They're trying to say that Pepsi is fresh, young, and classic. Most Pepsi commercials featured this show tune and Britney Spears also created other "For those who think young" advertisements.
This 2002 commercial featuring Britney Spears was a big success when it first aired on television. I, myself, remember loving this advertisement and it was very memorable/stood out to me. I think Pepsi is definitely trying to target the younger market. They're trying to say that Pepsi is fresh, young, and classic. Most Pepsi commercials featured this show tune and Britney Spears also created other "For those who think young" advertisements.
Analysis of Project in the Real World
I think this product will do very well on the market. It's been a successful fragrance ever since it was first introduced by Gabrielle Chanel herself in the 1920's. Chanel No. 5 generates 100 million dollars a year, reported the French government. So I think Chanel No. 5 will have no problem in the real world.
"Project plan: orientation and analysis to set and guide the goals and form the team of experts."
( Marketing: An Introduction for Education Management Corporation, 10th Edition. Pearson Learning Solutions pp. 234).
For my ad, I plan on doing something very simple. I like simplicity especially when associated with Chanel.
"Generating ad ideas is the most challenging stage in the creative process. The ad idea is expressively communicated to an audience through the visual design and cooperative action between design and copy; therefore, it is essential to create clear and interesting communication."
( Marketing: An Introduction for Education Management Corporation, 10th Edition. Pearson Learning Solutions pp. 74).
You must constantly be doing research about the demographic you are trying to reach with your product. If consumer spending reports have changed, you need to know so that you can increase your sales by making a better advertisement- or however you may promote the product. This allows you to always make your product better and more successful and profitable.
"Formulating a concept necessitates analysis, interpretation, inference, and reflective thinking."
( Marketing: An Introduction for Education Management Corporation, 10th Edition. Pearson Learning Solutions pp. 74).
You have to take into consideration your target market- how much are they willing to spend? What is going to make them pick up the product and contemplate on buying it? Is the quality good? Even though the fragrance is a little pricey, I think people are willing to spend money on designer anything. To wear anything designer is a status symbol and it makes the consumer him/herself feel good. In the end, it all depends on the consumer and how much they want the product. It is my job to make them want the product, which is what I want to achieve through my advertisement.
"The morphological method is based on analysis and synthesis. You analyze a problem by defining all of the important factors, which some call the parameters, as well as the options."
( Marketing: An Introduction for Education Management Corporation, 10th Edition. Pearson Learning Solutions pp. 71).
"Project plan: orientation and analysis to set and guide the goals and form the team of experts."
( Marketing: An Introduction for Education Management Corporation, 10th Edition. Pearson Learning Solutions pp. 234).
For my ad, I plan on doing something very simple. I like simplicity especially when associated with Chanel.
"Generating ad ideas is the most challenging stage in the creative process. The ad idea is expressively communicated to an audience through the visual design and cooperative action between design and copy; therefore, it is essential to create clear and interesting communication."
( Marketing: An Introduction for Education Management Corporation, 10th Edition. Pearson Learning Solutions pp. 74).
You must constantly be doing research about the demographic you are trying to reach with your product. If consumer spending reports have changed, you need to know so that you can increase your sales by making a better advertisement- or however you may promote the product. This allows you to always make your product better and more successful and profitable.
"Formulating a concept necessitates analysis, interpretation, inference, and reflective thinking."
( Marketing: An Introduction for Education Management Corporation, 10th Edition. Pearson Learning Solutions pp. 74).
You have to take into consideration your target market- how much are they willing to spend? What is going to make them pick up the product and contemplate on buying it? Is the quality good? Even though the fragrance is a little pricey, I think people are willing to spend money on designer anything. To wear anything designer is a status symbol and it makes the consumer him/herself feel good. In the end, it all depends on the consumer and how much they want the product. It is my job to make them want the product, which is what I want to achieve through my advertisement.
"The morphological method is based on analysis and synthesis. You analyze a problem by defining all of the important factors, which some call the parameters, as well as the options."
( Marketing: An Introduction for Education Management Corporation, 10th Edition. Pearson Learning Solutions pp. 71).
Promotion
"Advertising takes many forms. From the earliest days of radio and television, there have been commercial sponsorships of broadcast programming."
( Marketing: An Introduction for Education Management Corporation, 10th Edition. Pearson Learning Solutions pp. 7).
There are many ways to promote a product, whether it be through magazine ads, television commercials, radio ads, or billboards. You need to find the best way to advertise your product and find out what is most likely to create buzz and attention. Your product runs on whether or not your consumers will purchase it, and if they do, come back and purchase it again.
"Advertising has become more ubiquitous than ever, as advertisers try to find new ways to get their message through. Advertising differentiates brands, groups, and causes, and ultimately sells products and calls people to action."
( Marketing: An Introduction for Education Management Corporation, 10th Edition. Pearson Learning Solutions pp. 3).
Commericials are probably one of the most effective ways to promote, because most people/families own a television and watch TV regularly. When you create a commerical, you're selling your product nationally and to every single demographich, even if it's not specifically targeted towards everyone.
"Commercial advertising promotes brands and commodities by informing consumers; it is also used to promote individuals, groups, corporations, manufacturers."
( Marketing: An Introduction for Education Management Corporation, 10th Edition. Pearson Learning Solutions pp. 7).
There are many different forms of advertising as well, such as Cause Advertising and Consumer advertising. Cause is when you're trying to raise funds for other nonprofit organizations or businesses. It is also used to make the public and media aware of the cause. Consumer advertising is strictly directed to the entire general public.
"Cause advertising, though initiated by commercial concerns, seeks to raise funds for nonprofit organizations or raise awareness on a social issue and runs in paid media sites."
( Marketing: An Introduction for Education Management Corporation, 10th Edition. Pearson Learning Solutions pp. 7).
"Consumer advertising and promotion are directed toward the general public."
( Marketing: An Introduction for Education Management Corporation, 10th Edition. Pearson Learning Solutions pp. 7).
I would promote Chanel No. 5 through an event, an advertisement, and a billboard. I would first throw a party in its honor, and make sure every attendee left with a bottle, or at least a sample bottle of the fragrance. I would name the event, "Chanel never goes out of style." Even though the fragrance was made years and years ago and it's the oldest fragrance Chanel has, it is still a classic.
For the advertisement, I would make it very simple. I would have a plain, white backdrop, with just the Chanel No. 5 label in the middle of the page. At the top I would have the slogan, and at the bottom a statement.
For a billboard, I would also keep it simple like the ad. I would either have a famous actress posing with it in some way, or I would just center the bottle in the middle of the billboard to create simplicity and emphasis on the product.
( Marketing: An Introduction for Education Management Corporation, 10th Edition. Pearson Learning Solutions pp. 7).
There are many ways to promote a product, whether it be through magazine ads, television commercials, radio ads, or billboards. You need to find the best way to advertise your product and find out what is most likely to create buzz and attention. Your product runs on whether or not your consumers will purchase it, and if they do, come back and purchase it again.
"Advertising has become more ubiquitous than ever, as advertisers try to find new ways to get their message through. Advertising differentiates brands, groups, and causes, and ultimately sells products and calls people to action."
( Marketing: An Introduction for Education Management Corporation, 10th Edition. Pearson Learning Solutions pp. 3).
Commericials are probably one of the most effective ways to promote, because most people/families own a television and watch TV regularly. When you create a commerical, you're selling your product nationally and to every single demographich, even if it's not specifically targeted towards everyone.
"Commercial advertising promotes brands and commodities by informing consumers; it is also used to promote individuals, groups, corporations, manufacturers."
( Marketing: An Introduction for Education Management Corporation, 10th Edition. Pearson Learning Solutions pp. 7).
There are many different forms of advertising as well, such as Cause Advertising and Consumer advertising. Cause is when you're trying to raise funds for other nonprofit organizations or businesses. It is also used to make the public and media aware of the cause. Consumer advertising is strictly directed to the entire general public.
"Cause advertising, though initiated by commercial concerns, seeks to raise funds for nonprofit organizations or raise awareness on a social issue and runs in paid media sites."
( Marketing: An Introduction for Education Management Corporation, 10th Edition. Pearson Learning Solutions pp. 7).
"Consumer advertising and promotion are directed toward the general public."
( Marketing: An Introduction for Education Management Corporation, 10th Edition. Pearson Learning Solutions pp. 7).
I would promote Chanel No. 5 through an event, an advertisement, and a billboard. I would first throw a party in its honor, and make sure every attendee left with a bottle, or at least a sample bottle of the fragrance. I would name the event, "Chanel never goes out of style." Even though the fragrance was made years and years ago and it's the oldest fragrance Chanel has, it is still a classic.
For the advertisement, I would make it very simple. I would have a plain, white backdrop, with just the Chanel No. 5 label in the middle of the page. At the top I would have the slogan, and at the bottom a statement.
For a billboard, I would also keep it simple like the ad. I would either have a famous actress posing with it in some way, or I would just center the bottle in the middle of the billboard to create simplicity and emphasis on the product.
Creative Content
The creative content you choose to use for your product is extremely important, for this is how you are going to create a buzz or excitement for the product; the want or need for it. You also need to make sure when you do a creative content piece that it's appropriate and will relate to the demographics you are trying to reach.
"Experienced creative thinkers rely on a repository of frequently used creative thinking tools and on experience, just as a seasoned, winning football coach relies on experience, instincts, abilities, skills, and techniques."
( Advertising By Design, 2nd Edition. Robin Landa pp. 76).
When you're trying to think of new, smart ways to advertise your product, you need to give yourself time to really think it through and go through all of the options possible. You can't just think of an idea out of thin air and go from there. You need to make sure you're dedicated to the idea, and that you know how to execute it properly and thoroughly. When you're unsure what to do, it's best to walk away for a moment and come back to it with a fresh outlook.
"Often, when we are relaxed and not working at idea generation—perhaps while driving, cooking, exercising, showering, or doodling—a concept comes to us."
( Advertising By Design, 2nd Edition. Robin Landa pp. 76).
For my creative content, I'd like to create a magazine ad. The ad will run strictly in fashion magazines such as Vogue, Elle, Lucky, Glamour and Cosmopolitan. The reason for this is because the women who read these magazines are more likely to want to purchase an expensive fragrance. I want the ad to be extremely simple but still eye-catching. I'd like to create just a plain, white backdrop, with the Chanel No. 5 label in the very middle. At the top of the ad, I want it to read the slogan: Be Classic. Be Iconic. Be Chanel. At the bottom of the ad, I want it to read, "To wear Chanel No. 5, is to wear a piece of history." If I were to make a commercial for Chanel No. 5, I would plan out a storyboard first, which makes your commercial easy to play out in your head, and also gives you a visual on how the commerical may turn out.
"Use storyboarding to see how the idea plays out, how a story can be shaped by your idea. Notice how flexible the idea is, how rich or poor."
( Advertising By Design, 2nd Edition. Robin Landa pp. 43).
"Experienced creative thinkers rely on a repository of frequently used creative thinking tools and on experience, just as a seasoned, winning football coach relies on experience, instincts, abilities, skills, and techniques."
( Advertising By Design, 2nd Edition. Robin Landa pp. 76).
When you're trying to think of new, smart ways to advertise your product, you need to give yourself time to really think it through and go through all of the options possible. You can't just think of an idea out of thin air and go from there. You need to make sure you're dedicated to the idea, and that you know how to execute it properly and thoroughly. When you're unsure what to do, it's best to walk away for a moment and come back to it with a fresh outlook.
"Often, when we are relaxed and not working at idea generation—perhaps while driving, cooking, exercising, showering, or doodling—a concept comes to us."
( Advertising By Design, 2nd Edition. Robin Landa pp. 76).
For my creative content, I'd like to create a magazine ad. The ad will run strictly in fashion magazines such as Vogue, Elle, Lucky, Glamour and Cosmopolitan. The reason for this is because the women who read these magazines are more likely to want to purchase an expensive fragrance. I want the ad to be extremely simple but still eye-catching. I'd like to create just a plain, white backdrop, with the Chanel No. 5 label in the very middle. At the top of the ad, I want it to read the slogan: Be Classic. Be Iconic. Be Chanel. At the bottom of the ad, I want it to read, "To wear Chanel No. 5, is to wear a piece of history." If I were to make a commercial for Chanel No. 5, I would plan out a storyboard first, which makes your commercial easy to play out in your head, and also gives you a visual on how the commerical may turn out.
"Use storyboarding to see how the idea plays out, how a story can be shaped by your idea. Notice how flexible the idea is, how rich or poor."
( Advertising By Design, 2nd Edition. Robin Landa pp. 43).
The Big Idea
"The Big Idea" is your plan to guide your product to success. It is what you will use on that product for a long period of time to make it become more successful. It is a strategy or method that you use to advertise your product.
"An ad idea is visually and verbally expressed through the creation, selection, combination, manipulation, and arrangement of visual and verbal elements and the written copy. A big idea is a solid, creative, on-brand idea that is large enough and flexible enough to be used effectively across media for a period of time."
( Advertising By Design, 2nd Edition. Robin Landa pp. 68).
You need to think of a story behind your product that you want to show through your advertisement. You want to be able to connect with your consumers and tell your story.
"An effective ad is driven by the underlying concept. An advertising idea— or concept—is the creative reasoning behind a solution."
( Advertising By Design, 2nd Edition. Robin Landa pp. 68).
The "Big Idea" I'm going with for Chanel No. 5 fragrance is simplicity. I want the advertisement to be simple and delicate. I feel like Chanel is classic, timeless and iconic, and I don't want to overshadow the fragance or upstage it by having too much going on in the ad. I got this idea through the VW Lemon ad, where they used simplicity to get their point accross. Chanel No. 5 is one of the most classic fragrances, I don't need to use props or make an elaborate ad to tell consumers that. All you need is just a drop of Chanel No. 5 and you're ready for a night out on the town. The fragrance isn't overpowering or strong, so I want the advertisement to say the same by making it simple.
"Essentially, the idea drives your design decisions—how you create, why you select imagery and typefaces or lettering, and the reasoning behind your color palette selection. The idea sets the framework for all your design decisions."
( Advertising By Design, 2nd Edition. Robin Landa pp. 68).
"An ad idea is visually and verbally expressed through the creation, selection, combination, manipulation, and arrangement of visual and verbal elements and the written copy. A big idea is a solid, creative, on-brand idea that is large enough and flexible enough to be used effectively across media for a period of time."
( Advertising By Design, 2nd Edition. Robin Landa pp. 68).
You need to think of a story behind your product that you want to show through your advertisement. You want to be able to connect with your consumers and tell your story.
"An effective ad is driven by the underlying concept. An advertising idea— or concept—is the creative reasoning behind a solution."
( Advertising By Design, 2nd Edition. Robin Landa pp. 68).
The "Big Idea" I'm going with for Chanel No. 5 fragrance is simplicity. I want the advertisement to be simple and delicate. I feel like Chanel is classic, timeless and iconic, and I don't want to overshadow the fragance or upstage it by having too much going on in the ad. I got this idea through the VW Lemon ad, where they used simplicity to get their point accross. Chanel No. 5 is one of the most classic fragrances, I don't need to use props or make an elaborate ad to tell consumers that. All you need is just a drop of Chanel No. 5 and you're ready for a night out on the town. The fragrance isn't overpowering or strong, so I want the advertisement to say the same by making it simple.
"Essentially, the idea drives your design decisions—how you create, why you select imagery and typefaces or lettering, and the reasoning behind your color palette selection. The idea sets the framework for all your design decisions."
( Advertising By Design, 2nd Edition. Robin Landa pp. 68).
Competitive Analysis
I think some of my major competitors would be other upscale, designer fragrances such as Marc Jacobs, Vera Wang, Dior, Versace, etc. I've noticed that all perfume advertisements are usually done through magazine ads or short commercials, but more so magazine ads. What sets apart ads from different designers is the creativity they use in their ads.
"Creative thinking is needed through all the phases of an advertising project. Creative solutions are produced by a keen and imaginative mind or by a team of keen, imaginative minds."
( Marketing: An Introduction for Education Management Corporation, 10th Edition. Pearson Learning Solutions pp. 15).
There are 6 main steps that you have to go through in order to categorize your thinking and allow you to make a successful ad that will be better than the rest.
A model developed by Benjamin Bloom, called “Bloom's Taxonomy,” categorizes thinking skills; we will use it here to represent the developmental phases of a project. Bloom's Taxonomy is as follows:
- > Knowledge
- > Comprehension
- > Application
- > Analysis
- > Synthesis
- > Evaluation
( Marketing: An Introduction for Education Management Corporation, 10th Edition. Pearson Learning Solutions pp. 15).
Questions to ask yourself about your competitors:
Q. How do they draw customers and clients?
A. They promote their fragrances through magazine ads. I also notice a lot of perfume ads have a sample of the perfume right there in the ad. Where you can lift the flap and it gives you a chance to actually smell the fragrance. This is a good idea because instead of wondering what the perfume smells like or just flipping the page ignoring the ad; you can smell the perfume right then and there, and if you like it, you can go pick it up at any department store or beauty store. They also draw customers by using their famous brand name to their advantage. When people see something that is Chanel or Gucci, they automatically want it, simply because of the high status brand. When you wear these brands you feel important and luxurious.
Q. What challenges are they facing?
A. The same challenges every other fragrance is facing; competing against other perfumes and major name brands. They're all also facing the same challenge of creating advertisements and promotions that set themselves apart from the rest.
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