When I looked up podcasting on Google I went into Wikipedia to get the explanation for it. It made me extremely confused. So, according to web site podcasting-tools.com in the core “Podcasting is online audio content that is delivered via an RSS feed.” So after reading that I had to figure out what RSS feed meant. Well RSS is an abbreviation for Really Simple Syndication. According to Wikipedia “RSS is a web feed format that is commonly used to publish works that are frequently updated such as blogs, news headlines, audio and film.”
I read comparisons where people would say that podcasting is a YouTube for audio. He compares both, people now can be film starts when they do something good, interesting, or that gets people attentions on YouTube. We also have blogs where people can write and be journalists, writers, poets and so. Podcasting is the opportunity for people that want to work with radio to take the stage. With podcasting you have something similar do the radio, although the most mentioned differences are that you can choose what you want to hear and when. So, it is not like podcasting is schedules. People get together and create these bits and other people if they like the kind of work you are doing will download your shows and listen to it.
The cool thing about podcasting is that everyone can do it. All you need is a camera and microphones and also a computer and connections to the web. Do not forget podcasting is not only for I-pods, it works in all kinds of mp3 and computer devices. I really don’t feel like there is more for me to talk about when this movie explains everything so well.
Thursday, March 26, 2009
Radio!
I called my dad to ask him how the radio affected his life. My father will be turning fifty four in April. He said that even thought he was raised with the introduction of Television. He said radio was still a big thing when he was young. He said when he lived in the city he was born in his parents used to listen to the soap operas on the radio and he and his four siblings would sit around the radio, and play with their cars and dolls while listening to it. When he moved to the city where he lives in now he said soap operas on the radio stopped playing and were gradually substituted with black and white soap operas in the TV. Nor the TV or the radio had good children’s show, so he wouldn’t pay attention to and of them, my grandparents would still listen to a lot of music and news on the radio and now they were watching soap opera on Television. He said although the TV was starting to get big radio kept its strength especially with soccer games (soccer is a huge sport in Brazil and it brings everyone together). He said when it was the time for world cups the radio was the only way they could know what was happening in the game. It was a big party around the radio; everybody would come together and sit around it waiting for the narration of the exciting game to start. He said he wouldn’t pay much attention to the commercials, but he remembers the dark and velvety voices that would announce the shows or the products being sold in a commercial.
Television took control of the city. Everybody had a TV and radio started to make its way to the cars. He said in grandpa’s farm there was no way to get television, so my grandfather had this giant radio. About fourteen inches long and with an antenna that was about 4.9 feet long. He said when they went to the farm radio came back to being the entertainer. He said my grandfather would walk around carrying this huge thing and he was really proud of this master piece of technology. The radio was called Transglobe, and it was made by Philco.
It seems like another reality to think of people listening to soap operas and news, when today everything is on TV. I still listen to the radio, I like the music, and how every station has their own musical theme that they carry on. Now, as soon as the commercials start, I am changing to a different station. Radio is still big and it could get bigger, people working in these industries are smart. It really doesn’t matter how far technology goes, everyone will always love the feeling of getting into your car and tuning the radio to your favorite station and listening to music you like driving some place else.
Wednesday, March 25, 2009
Television Jobs
The job is at WKYC in Cleveland, OH.
The parent owner is Gannet, and it is affiliated with NBC.
What interested me about this job were the different descriptions of what I would have to do. I was not looking for reporter or meteorologist, and this one looks for a production assistant. Which I believe would be a very good way to start this career. I would have to help as a newscast floor director, which I believe would be exciting.
This wouldn’t be my first choice as a career. My first option is Musical Theater, but that is a even harder business to get in. So, when working on television I wouldn’t like to work with news. If it the only job available I would take it off course, but if I could chose, I would probably be an actor, director, producer, in a TV show, and if that is to hard I would also like to work in entertainment channels such as MTV, VH1, and especially E!. To prepare for these jobs I believe I should take all of the classes required first of all. It is very important to know how to write for these shows, or right stories on-line. Also it is very useful to know how to work with videos, editing and filming. For the job at WKYC I would definitely have to learn more about the News industry, how to work with a TelePrompTer and how to direct a news show. I would also have to learn how to write news scripts.
It is also very important to just keep watching whatever channels or shows I am interested in. Keep myself informed about this business and make a part of it as soon as possible. Through blog, tweeter, youtube and such...
Thursday, March 19, 2009
Marketing to Gen Y
I wrote the words Marketing to Gen Y expecting that only a few results would turn out. I was quite wrong. A lot of people write about it, and it is more of a big deal than I actually thought it was. I think being a part of the “Millennials” makes it harder to see how difficult it is to get our attention. The first article I clicked on was the best. The article was simple and clear. Also the author said everything I always say, the “boomers” should stop whining about their own creations, and actually embrace this new, energetic, together and innovative generation.
To reach for the Gen Ys is a hard job I must agree. We don’t pay attention to outdoors or signs, most of us don’t read newspapers, not even magazines. Everything is available on-line. That is the most important place to target when thinking about this generation. Personally I still see a lot of television, and good commercials always catch my attention. In the article the author mentions the best ways to get the gen y attention and he keeps saying: stop marketing to them, talk to them.
Online
On line the greatest creation I have seen is the million dollar webpage. Alex Tew, a 21 year old student created a webpage where he would sell a pixel for a dollar, and he completed the one million pixels he had available. It is a smart and simple idea, I am not sure if it works well but still it was innovative, created by a millennial to millennials. Every website that is frequently accessed by people in our generation had a lot of ads on the side for example going to people.com at first looks like there is no signs of a ad, but just click on the main story or pictures and you will get all kinds of ad right on the side, Sprint selling products for people with “tight budgets”, Wal-Mart selling Twilights DVDs, and products you might want to buy to watch it with, Doritos, Pepsi… after that a Diet Coke ad, staring a campaign with a purpose helping foundations, Acuvue and more… every single ad, not only has a product destined to generation Y, but something else related to them; their need to help their society, their lack of money or search for a great look.
Television
On TV is not as easy to catch our attention. The commercials have to be fast paced, but still clear, it had to be colorful and fun. Most commercials that I remember include every one of these characteristics. The Pepsi commercials were a big thing, they had a lot of movement, songs they were produced like big hollywood movies so of course we couldn miss the huge stars and they aimed both for the girls:
And the boys:
Coca Cola decided to take a different path, they still went with colorful and fun, but I believe they were smarted and reached at the same time to various different generation:
In Brazil there is a teen soap opera and I have never seen so “in-your-face” commercials right in the middle of the story line. The main character suddenly stops for a second in her house to tell her friend how this new conditioner she is using is amazing. They do the same thing on shows like Big Brother and other reality shows.
Peers
One thing the author mentions is how much we value the opinion of our friends. It is very much true that we usually listen to what our friends have to say about a product before we buy it. That is what some television ads go for. They put on the screen beautiful people having a lot of fun with a group of friends and of course showing the product. There is really nothing a company can do to make people talk to one another, except following the first steps and getting at least one customer interested.
Other Medias:
I am a big fan of musicals, and I went to see Legally Blonde the Musical at The Fox theater, the Musical was specifically created to the gen y. First of it was created and sponsored by MTV, it first showing on MTV was hosted by the girls from “The Hills”. The show has a lot of different products in it. Elle Woods the character mentions Vogue and Cosmo in dialogues. When she is trying to convince the people in Harvard to admit het she sings, “… Harvard I`m the girl for you and to prove its true we all flew here on jet blue.” And everyone says “Thank you” to this one actor dressed as a jet blue pilot, then he answers “Thank you” back and leaves the stage. In one line Emmet her love interest ask her what red bull is and she says “It gives me ENERGY” and later on the show he says “I don’t know how many I`ve had but I LOVEEE it.” Among all that they still mention Calvin Klein, Chanel, Project Runway and even the Lakers and even more. It is amazing how people in marketing really go out there to get their products across in any way they can possibly find.
I could write about this for pages, but it is very late, I`m glad we can continue this talk in class. Have an amazing weekend.
To reach for the Gen Ys is a hard job I must agree. We don’t pay attention to outdoors or signs, most of us don’t read newspapers, not even magazines. Everything is available on-line. That is the most important place to target when thinking about this generation. Personally I still see a lot of television, and good commercials always catch my attention. In the article the author mentions the best ways to get the gen y attention and he keeps saying: stop marketing to them, talk to them.
Online
On line the greatest creation I have seen is the million dollar webpage. Alex Tew, a 21 year old student created a webpage where he would sell a pixel for a dollar, and he completed the one million pixels he had available. It is a smart and simple idea, I am not sure if it works well but still it was innovative, created by a millennial to millennials. Every website that is frequently accessed by people in our generation had a lot of ads on the side for example going to people.com at first looks like there is no signs of a ad, but just click on the main story or pictures and you will get all kinds of ad right on the side, Sprint selling products for people with “tight budgets”, Wal-Mart selling Twilights DVDs, and products you might want to buy to watch it with, Doritos, Pepsi… after that a Diet Coke ad, staring a campaign with a purpose helping foundations, Acuvue and more… every single ad, not only has a product destined to generation Y, but something else related to them; their need to help their society, their lack of money or search for a great look.
Television
On TV is not as easy to catch our attention. The commercials have to be fast paced, but still clear, it had to be colorful and fun. Most commercials that I remember include every one of these characteristics. The Pepsi commercials were a big thing, they had a lot of movement, songs they were produced like big hollywood movies so of course we couldn miss the huge stars and they aimed both for the girls:
And the boys:
Coca Cola decided to take a different path, they still went with colorful and fun, but I believe they were smarted and reached at the same time to various different generation:
In Brazil there is a teen soap opera and I have never seen so “in-your-face” commercials right in the middle of the story line. The main character suddenly stops for a second in her house to tell her friend how this new conditioner she is using is amazing. They do the same thing on shows like Big Brother and other reality shows.
Peers
One thing the author mentions is how much we value the opinion of our friends. It is very much true that we usually listen to what our friends have to say about a product before we buy it. That is what some television ads go for. They put on the screen beautiful people having a lot of fun with a group of friends and of course showing the product. There is really nothing a company can do to make people talk to one another, except following the first steps and getting at least one customer interested.
Other Medias:
I am a big fan of musicals, and I went to see Legally Blonde the Musical at The Fox theater, the Musical was specifically created to the gen y. First of it was created and sponsored by MTV, it first showing on MTV was hosted by the girls from “The Hills”. The show has a lot of different products in it. Elle Woods the character mentions Vogue and Cosmo in dialogues. When she is trying to convince the people in Harvard to admit het she sings, “… Harvard I`m the girl for you and to prove its true we all flew here on jet blue.” And everyone says “Thank you” to this one actor dressed as a jet blue pilot, then he answers “Thank you” back and leaves the stage. In one line Emmet her love interest ask her what red bull is and she says “It gives me ENERGY” and later on the show he says “I don’t know how many I`ve had but I LOVEEE it.” Among all that they still mention Calvin Klein, Chanel, Project Runway and even the Lakers and even more. It is amazing how people in marketing really go out there to get their products across in any way they can possibly find.
I could write about this for pages, but it is very late, I`m glad we can continue this talk in class. Have an amazing weekend.
Thursday, March 12, 2009
Pirating!!! Bad...
Brazil/US pirating
When thinking of pirating movies and music, one of the first things that come to my mind is the difference of how a society or laws deal with it in different countries. In Brazil I have never heard of people being charged or being fined for downloading things on-line. Pirating in Brazil consist of different things than here. In Brazil the law states that it is not pirating if you are downloading something for your personal use, but if you are making profit directly or indirectly it is against the law. So that means that downloading music and burning a CD will not be acknowledged as pirating, now if you sell that CD or play it in a party without paying for the right you can be arrested. Here in the US just downloading music is a crime, and they can find out who is doing it, especially at colleges and companies or private networks.
In your face/or not
In Brazil it really astounds me how many people we can see selling pirate DVDs and CDs on the street. In the big cities it is really common to have a specific place where those people go to sell pirate products. They do it in plain sight, and when the police are coming you here all these scream and warnings, running everywhere and all of a sudden the streets where they sell their products are empty. Here in the US I have never seen or heard of such thing happening. I believe because it is such an easy thing to do, people in Brazil with lower incomes decide to go into this kind of thing just to make an extra income for their families. I believe it is something bad, but still not as bad as dealing with drug, guns and gangs. I believe that this is one of the factors that make so many things different from my country to this one, money.
The ad says:
You would never steal a car
You would never steal a purse/bag
You would never steal a movie
Buy pirate DVDs is stealing.
My point of view
In Brazil I would burn CDs all the time, downloading music and putting into my i-pod was something my friends and I would do like it was no big deal. Although I downloaded music I have never downloaded a movie or bought a pirate CD or pirate movie. I do not agree with buying these products. First my dad is a producer from an independent label. I know how hard it is for him to create a CD, the time, love, care and hard work that he puts into it. For someone to just come along and start selling that same CD for half the price is ridiculous. It is inconsiderate and stupid. For movies I believe is even more ridiculous. I love going to the movies, and if there is something I really want to see and it hasn’t come out yet I will just wait to see it in the big screen. I won’t go buy a pirate one so that I can watch on a regular TV with regular sound. Again the money has a lot to do with it. I say that because I have the money to buy a real DVD, to go to the movies or buy a CD. Other people simply don’t have the money, and while a DVD at a store can go up to twenty dollars (currency changed) people can buy pirate DVDs for as low as a dollar and fifty cents.
Surprise
I looked up some news on pirating, and it actually made me pretty scared. Here in America a girl got a fine of a hundred thousand dollars for downloading a hundred and thirty three songs. Other boys and girls that go to colleges that gave a system where they can identify who is downloading illegally also were fined. It also surprised me the amount of people in America that do illegal downloads, I thought it would be a lot less since is something that can be so expensive if you are caught. More than twenty five million people on the on-line population have already downloaded a full length movie.
When thinking of pirating movies and music, one of the first things that come to my mind is the difference of how a society or laws deal with it in different countries. In Brazil I have never heard of people being charged or being fined for downloading things on-line. Pirating in Brazil consist of different things than here. In Brazil the law states that it is not pirating if you are downloading something for your personal use, but if you are making profit directly or indirectly it is against the law. So that means that downloading music and burning a CD will not be acknowledged as pirating, now if you sell that CD or play it in a party without paying for the right you can be arrested. Here in the US just downloading music is a crime, and they can find out who is doing it, especially at colleges and companies or private networks.
In your face/or not
In Brazil it really astounds me how many people we can see selling pirate DVDs and CDs on the street. In the big cities it is really common to have a specific place where those people go to sell pirate products. They do it in plain sight, and when the police are coming you here all these scream and warnings, running everywhere and all of a sudden the streets where they sell their products are empty. Here in the US I have never seen or heard of such thing happening. I believe because it is such an easy thing to do, people in Brazil with lower incomes decide to go into this kind of thing just to make an extra income for their families. I believe it is something bad, but still not as bad as dealing with drug, guns and gangs. I believe that this is one of the factors that make so many things different from my country to this one, money.
The ad says:
You would never steal a car
You would never steal a purse/bag
You would never steal a movie
Buy pirate DVDs is stealing.
My point of view
In Brazil I would burn CDs all the time, downloading music and putting into my i-pod was something my friends and I would do like it was no big deal. Although I downloaded music I have never downloaded a movie or bought a pirate CD or pirate movie. I do not agree with buying these products. First my dad is a producer from an independent label. I know how hard it is for him to create a CD, the time, love, care and hard work that he puts into it. For someone to just come along and start selling that same CD for half the price is ridiculous. It is inconsiderate and stupid. For movies I believe is even more ridiculous. I love going to the movies, and if there is something I really want to see and it hasn’t come out yet I will just wait to see it in the big screen. I won’t go buy a pirate one so that I can watch on a regular TV with regular sound. Again the money has a lot to do with it. I say that because I have the money to buy a real DVD, to go to the movies or buy a CD. Other people simply don’t have the money, and while a DVD at a store can go up to twenty dollars (currency changed) people can buy pirate DVDs for as low as a dollar and fifty cents.
Surprise
I looked up some news on pirating, and it actually made me pretty scared. Here in America a girl got a fine of a hundred thousand dollars for downloading a hundred and thirty three songs. Other boys and girls that go to colleges that gave a system where they can identify who is downloading illegally also were fined. It also surprised me the amount of people in America that do illegal downloads, I thought it would be a lot less since is something that can be so expensive if you are caught. More than twenty five million people on the on-line population have already downloaded a full length movie.
Thursday, March 5, 2009
Photo-Retouching
Photo retouching is something that is part of our everyday life. For me the most important impact that photo-retouching has on society is when it is used on magazines, television and movies. Everything and everyone is just perfect. When looking at a cover of a magazine you see beautiful models. But are they real? Do they actually look like that in their everyday life? Well, make-up, hair and lighting do help a lot. Sometimes photo-retouching is not even needed. I believe photo-retouching is most used when they have people showing their bodies specially women. When you see a woman in the cover of Playboy, you just see her perfect body, is it really like that?
Influences
Photo retouching has a lot of influence in what society thinks as beautiful. Some girls that are happy with their bodies may see ads where other girls apparently are skinnier. That makes our whole society change their pattern of what is beautiful. In class we wondered about what guys think about girls being photo retouched in magazines. Do their girlfriends feel bad if they are looking at someone that is in a way “prettier” or “hotter” than she is? It also works the other way around? How do you think I feel when I see girls looking at a magazine cover a guy is showing his perfectly worked out six pack? I feel horrible. I know I will never have his body, not if I work out my whole life. So even though it affects the behavior and thinking on teenage girls, and grown women it also affects what men think about themselves.
Where else?
You can find photo-retouching in pretty much everything, that delicious hamburger you see on an ad, probably has wood wax to make it shiny, the pretty brad and lettuce probably photoshoped to look perfect on that one picture. Everything can be changes. If you want to visit that beautiful place you saw on that trip magazine, you might want to think twice, because that can also be edited to look better than it actually is. The one that surprised me the most and I have never actually thought about if before was the use of photo-retouching not to help someone’s image but to do the opposite, to start gossips or maybe create a good “fake” story for a magazine.
The harsh and cold truth!
Although we all know how bad it can affect younger generations and even ours, we have to face the truth. Nobody wants to open a magazine and see ugly people in it. It is something most of us don`t like to admit, but being someone that intends going into this business we have to analyze things from a lucrative and cold way sometimes. What do you think will sell more, a magazine with a beautiful girl, perfect body, face and hair or a magazine with a large girl on the cover? If it is not your main target, you always want to go for the beautiful. Now if your target is larger people, older people, business man, then go ahead and put whoever will get their attention. That is what Dove has done. It is one of my favorite brands, and two of its commercials are really lovely, one is the one on the post right before this where they have the girls and their insecurities. That is being smart they are not only targeting their mothers, but also the future costumers the girls that watch the ad are going to be. Another one is directed to older women, so there is nothing more soothing then to put older women in the ad, but pay close attention. Yes they are old, but they still have make-up, their hair is done, they have lighting and a good camera. They are still beautiful. Society likes beautiful, everyone likes to look at people or things that please their eyes. So, I don’t blame the people that order the retouching, they are just trying to sell more, and everybody knows that money IS what makes the world goes round. It costs money to retouch pictures; it gives you more money to have pictures retouched. If it wasn’t working, believe me, we would be looking at plus size models on playboy and guys with beer guts on the cover of men’s health.
Photo retouching is something that is part of our everyday life. For me the most important impact that photo-retouching has on society is when it is used on magazines, television and movies. Everything and everyone is just perfect. When looking at a cover of a magazine you see beautiful models. But are they real? Do they actually look like that in their everyday life? Well, make-up, hair and lighting do help a lot. Sometimes photo-retouching is not even needed. I believe photo-retouching is most used when they have people showing their bodies specially women. When you see a woman in the cover of Playboy, you just see her perfect body, is it really like that?
Influences
Photo retouching has a lot of influence in what society thinks as beautiful. Some girls that are happy with their bodies may see ads where other girls apparently are skinnier. That makes our whole society change their pattern of what is beautiful. In class we wondered about what guys think about girls being photo retouched in magazines. Do their girlfriends feel bad if they are looking at someone that is in a way “prettier” or “hotter” than she is? It also works the other way around? How do you think I feel when I see girls looking at a magazine cover a guy is showing his perfectly worked out six pack? I feel horrible. I know I will never have his body, not if I work out my whole life. So even though it affects the behavior and thinking on teenage girls, and grown women it also affects what men think about themselves.
Where else?
You can find photo-retouching in pretty much everything, that delicious hamburger you see on an ad, probably has wood wax to make it shiny, the pretty brad and lettuce probably photoshoped to look perfect on that one picture. Everything can be changes. If you want to visit that beautiful place you saw on that trip magazine, you might want to think twice, because that can also be edited to look better than it actually is. The one that surprised me the most and I have never actually thought about if before was the use of photo-retouching not to help someone’s image but to do the opposite, to start gossips or maybe create a good “fake” story for a magazine.
The harsh and cold truth!
Although we all know how bad it can affect younger generations and even ours, we have to face the truth. Nobody wants to open a magazine and see ugly people in it. It is something most of us don`t like to admit, but being someone that intends going into this business we have to analyze things from a lucrative and cold way sometimes. What do you think will sell more, a magazine with a beautiful girl, perfect body, face and hair or a magazine with a large girl on the cover? If it is not your main target, you always want to go for the beautiful. Now if your target is larger people, older people, business man, then go ahead and put whoever will get their attention. That is what Dove has done. It is one of my favorite brands, and two of its commercials are really lovely, one is the one on the post right before this where they have the girls and their insecurities. That is being smart they are not only targeting their mothers, but also the future costumers the girls that watch the ad are going to be. Another one is directed to older women, so there is nothing more soothing then to put older women in the ad, but pay close attention. Yes they are old, but they still have make-up, their hair is done, they have lighting and a good camera. They are still beautiful. Society likes beautiful, everyone likes to look at people or things that please their eyes. So, I don’t blame the people that order the retouching, they are just trying to sell more, and everybody knows that money IS what makes the world goes round. It costs money to retouch pictures; it gives you more money to have pictures retouched. If it wasn’t working, believe me, we would be looking at plus size models on playboy and guys with beer guts on the cover of men’s health.
Tuesday, March 3, 2009
What`s Love Got to Do with It?
Falling In Love
The article I chose to talk about is “What’s Love Got to Do with It?” written by Al Ries. The article talks about how costumers fall in love with brands. It all has to do with who got to the consumers heart first. If you are the first brand to show up in that particular market such as, Coca-Cola, McDonalds, or Hellmann’s you should always try to make people fall in love with your brand. The author compares the love between a consumer and a brand and two people. When you fall in love with someone, you don`t have eyes for anyone else, you think, or you know that, that person next to you is the best at everything. Even though other people may come along being richer, more beautiful, smarter, or proving to be better in any other way and the person that is in love will not care a bit. That is how it works for the advertising industry. Being the first brand is an amazing opportunity, people will have you as reference and most will think of your brand when thinking about products in the same category. When someone is so used to drinking Coke, they will not simply decide that they don`t like it anymore and switch to Pepsi. It is very important though for brands to keep that love and also keep reminding people that they were the first ones in their lives.
Strategies to New Brands
How it works is. If you are the second brand to show up in a specific category you have two options as the author says, you can either try and show the consumer that you ate the opposite of the leading brand or try and put the leading brand down into people`s conception. It might work pretty well for some brands, like it did for Tylenol. And for a very long time this Burger has been trying (ineffectively) to pull the same with McDonalds.
My Opinion
I do believe it is important to make the consumers fall in love with your brand. But sometimes love is connected to advertising in other ways. When I read about the title I thought the article would be talking about people integrating love into their campaigns, and I actually believe that it helps. Sometimes nothing can take away that first place from the leading brand, and instead of just showing your opposite or trying to diminish the other brand in any way you might want to try different approaches to that category. My favorite example of a brand that integrated love into its campaign was Dove, instead of trying whoever was in first place in beauty and health they showed us a different side of these products. Such as in this video:
Campaigning has to be very creative to attract other people’s attention, and after they see something like this, it just wants to make you go out and buy it. Now that I think about it, I think that is one of the reasons that I always buy Dove and have fallen in love with it. It is very much true that I don’t even look at other brands of soap. Although most of its campaigns are directed to women, just to see how they treat the subject differently really makes me want to support them and their idea.
Gen-Y
This type of article is very important for whoever is trying to get into the business, and of course that most of the articles if not all of them will be important. But this is in more of a subtle way. We have to pay attention to this not only to know what we will have to create, go against and we are working. But also how things can affect our daily lives and the little choices we make when going to a supermarket. The Gen-Y is one of the greatest consumers of some products. That is why all the phone companies try to show they are cool, and some of them talk about how other companies are bad. Personally that doesn’t work for me. It does work for other people. Our generation can be very influenced by what they see on commercials. We should all have the knowledge of what is going into our minds, but also have the knowledge to know how to get into other people’s mind. Being love our bashing other brands, when we talk about our generations various things could work, it is a very complex and serious research to find what kind of alternative you should use for each generation and for each different product. I would say our generation responds more to greatness then to deepness, they would rather see a commercial full of special effects and great artists then to see some simple that might have a very important, beautiful and lovely message.
And here IS oNe of the most "love" commercial I have ever seen:
The article I chose to talk about is “What’s Love Got to Do with It?” written by Al Ries. The article talks about how costumers fall in love with brands. It all has to do with who got to the consumers heart first. If you are the first brand to show up in that particular market such as, Coca-Cola, McDonalds, or Hellmann’s you should always try to make people fall in love with your brand. The author compares the love between a consumer and a brand and two people. When you fall in love with someone, you don`t have eyes for anyone else, you think, or you know that, that person next to you is the best at everything. Even though other people may come along being richer, more beautiful, smarter, or proving to be better in any other way and the person that is in love will not care a bit. That is how it works for the advertising industry. Being the first brand is an amazing opportunity, people will have you as reference and most will think of your brand when thinking about products in the same category. When someone is so used to drinking Coke, they will not simply decide that they don`t like it anymore and switch to Pepsi. It is very important though for brands to keep that love and also keep reminding people that they were the first ones in their lives.
Strategies to New Brands
How it works is. If you are the second brand to show up in a specific category you have two options as the author says, you can either try and show the consumer that you ate the opposite of the leading brand or try and put the leading brand down into people`s conception. It might work pretty well for some brands, like it did for Tylenol. And for a very long time this Burger has been trying (ineffectively) to pull the same with McDonalds.
My Opinion
I do believe it is important to make the consumers fall in love with your brand. But sometimes love is connected to advertising in other ways. When I read about the title I thought the article would be talking about people integrating love into their campaigns, and I actually believe that it helps. Sometimes nothing can take away that first place from the leading brand, and instead of just showing your opposite or trying to diminish the other brand in any way you might want to try different approaches to that category. My favorite example of a brand that integrated love into its campaign was Dove, instead of trying whoever was in first place in beauty and health they showed us a different side of these products. Such as in this video:
Campaigning has to be very creative to attract other people’s attention, and after they see something like this, it just wants to make you go out and buy it. Now that I think about it, I think that is one of the reasons that I always buy Dove and have fallen in love with it. It is very much true that I don’t even look at other brands of soap. Although most of its campaigns are directed to women, just to see how they treat the subject differently really makes me want to support them and their idea.
Gen-Y
This type of article is very important for whoever is trying to get into the business, and of course that most of the articles if not all of them will be important. But this is in more of a subtle way. We have to pay attention to this not only to know what we will have to create, go against and we are working. But also how things can affect our daily lives and the little choices we make when going to a supermarket. The Gen-Y is one of the greatest consumers of some products. That is why all the phone companies try to show they are cool, and some of them talk about how other companies are bad. Personally that doesn’t work for me. It does work for other people. Our generation can be very influenced by what they see on commercials. We should all have the knowledge of what is going into our minds, but also have the knowledge to know how to get into other people’s mind. Being love our bashing other brands, when we talk about our generations various things could work, it is a very complex and serious research to find what kind of alternative you should use for each generation and for each different product. I would say our generation responds more to greatness then to deepness, they would rather see a commercial full of special effects and great artists then to see some simple that might have a very important, beautiful and lovely message.
And here IS oNe of the most "love" commercial I have ever seen:
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