lundi 18 mai 2009
Viral Ad: Nike
This clip is one of the greatest viral ads ever, with more than 50 million views globally. Featuring world famous soccer star Ronaldinho hitting the crossbar no less than four times, without the ball touching the floor.
Viral advertising uses pre-existing social networks to produce increases in brand awareness or to achieve other marketing objectives (such as product sales) through self-replicating viral processes. Through this means, the advertiser targets a large audience in so far as internet is an effecient way to make people know about the product through the word of mouth.
In Morocco, viral advertising may be very useful to promote some brands. In fact, some companies such as Maroc Telecom and Meditel are already using short messages that they send to their customers in order to inform them about the new options of the product. However, advertising in Morocco needs more creativity and more new ideas to attract a diversified audience.
Quiz 2: Definitions
- Advertising: Advertising is the nonpersonal communication of information usually paid for and usually persuasive in nature about products, services or ideas by identified sponsors through the various media
- Brand Equity: A set of brand assets that add to the value assigned to a product.
- Market Segmentation: The identification of specific purchasing groups based on their needs, attitudes, and interests.
- Behaviorgraphics: Specifically, represents information about the audience’s behavior in terms of past purchase behavior and online search activity in a particular product category or set of related categories.
- VALS (Values, Attitudes, Lifestyles) Segmentation: The VALS segmentation scheme places American adult consumers into one of eight segments based on psychological characteristics that are related to purchase behavior and several key demographics. The horizontal dimension in this figure represents individuals’ primary motivations, whether in terms of their pursuit of ideals, their need for achievement, or drive to self-express. The vertical dimension reflects individuals’ resources as based on their educational accomplishment, income levels, health, energy, and consumerism.
- Positioning: The process of creating a perception in the consumer’s mind about the nature of a company and its products relative to the competition. It is created by the quality of products, prices charged, and methods of distribution, image, and other factors.
- Positioning Statement: The key idea that encapsulates what a brand is intended to stand for in its target market’s mind and then consistently delivers the same idea across all media channels.
- Over-Positioning: extreme positioning on one benefit will reduce the number of interested consumer.
- Under-Positioning: failing to make a clear differentiation with competitors.
- Consumer Processing Model (CPM): From a consumer-processing perspective (CPM), information processing and choice are seen as rational, cognitive, systematic, and reasoned.
- Hedonic Experiential Model (HEM): The hedonic, experiential perspective, on the other hand, views consumer processing of marcom messages and behavior as driven by emotions in pursuit of fun, fantasies, and feelings.
- Maslow's Hierarchy of Needs:
- Iconoclastic Names: Does not reflect the company's goods and services but something that is unique and different.
- Conceptual Names: try to capture the essence of the idea behind the brand.
- Marketing: Is an organizational function and a set of processes for creating communication, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders.
- Clutter: When many messages compete for attention, so viewers become confused and often misidentify the product.
- Stimulus Codability: Items that easily evoke consensually held meanings within a culture or subculture.
- Corporate Logo: The symbol used to identify a company and its brands, helping to convey the overall corporate image.
- Salience: When consumers are aware of the brand, have it in their consideration sets, regard the product and brand as a good value, buy it or use it on a regular basis, and recommend it to other.- Brand Equity: A set of brand assets that add to the value assigned to a product.
- Market Segmentation: The identification of specific purchasing groups based on their needs, attitudes, and interests.
- Behaviorgraphics: Specifically, represents information about the audience’s behavior in terms of past purchase behavior and online search activity in a particular product category or set of related categories.
- VALS (Values, Attitudes, Lifestyles) Segmentation: The VALS segmentation scheme places American adult consumers into one of eight segments based on psychological characteristics that are related to purchase behavior and several key demographics. The horizontal dimension in this figure represents individuals’ primary motivations, whether in terms of their pursuit of ideals, their need for achievement, or drive to self-express. The vertical dimension reflects individuals’ resources as based on their educational accomplishment, income levels, health, energy, and consumerism.
- Positioning: The process of creating a perception in the consumer’s mind about the nature of a company and its products relative to the competition. It is created by the quality of products, prices charged, and methods of distribution, image, and other factors.
- Positioning Statement: The key idea that encapsulates what a brand is intended to stand for in its target market’s mind and then consistently delivers the same idea across all media channels.
- Over-Positioning: extreme positioning on one benefit will reduce the number of interested consumer.
- Under-Positioning: failing to make a clear differentiation with competitors.
- Consumer Processing Model (CPM): From a consumer-processing perspective (CPM), information processing and choice are seen as rational, cognitive, systematic, and reasoned.
- Hedonic Experiential Model (HEM): The hedonic, experiential perspective, on the other hand, views consumer processing of marcom messages and behavior as driven by emotions in pursuit of fun, fantasies, and feelings.
- Maslow's Hierarchy of Needs:
- Iconoclastic Names: Does not reflect the company's goods and services but something that is unique and different.
- Conceptual Names: try to capture the essence of the idea behind the brand.
samedi 9 mai 2009
Analyze of the Ad “Essence of Benetton"
I will base my analyze on the four consumer’s characteristics:
· Behaviographics: The audience measurable response to a product even by searching information in the internet or by watching and observing the Ad. In the case of United Colors of Benetton’s, they analyzed the consumer’s behavior and found that their target audience which is teenagers, are the ones who need such product.
· Psychographics: it concerns the consumers' psychology, attitudes, values and motivations. This information is gathered by assessing the consumer’s lifestyle. This is to say, evaluate the consumer’s favorite products and how they choose them. Also, the company tries to see if their needs are satisfied and if the consumer has a positive attitude regarding the product.
· Demographics: It deals with the consumer’s age, income, gender and ethnicity. By analyzing this Ad, I noticed that the group targeted is composed of both males and females aged between fifteen and twenty. Also, it is clear that the girl is American and the boy seems to be Hispanic. Thus, it is a way to show that the product targets different ethnicities in addition to the fact that there is a use of all colors in the design of the product which is to say the company is against discrimination.
· Geodemographics: It concerns people leaving in the same geographic area and thus shares the same consumption habits.
· Behaviographics: The audience measurable response to a product even by searching information in the internet or by watching and observing the Ad. In the case of United Colors of Benetton’s, they analyzed the consumer’s behavior and found that their target audience which is teenagers, are the ones who need such product.
· Psychographics: it concerns the consumers' psychology, attitudes, values and motivations. This information is gathered by assessing the consumer’s lifestyle. This is to say, evaluate the consumer’s favorite products and how they choose them. Also, the company tries to see if their needs are satisfied and if the consumer has a positive attitude regarding the product.
· Demographics: It deals with the consumer’s age, income, gender and ethnicity. By analyzing this Ad, I noticed that the group targeted is composed of both males and females aged between fifteen and twenty. Also, it is clear that the girl is American and the boy seems to be Hispanic. Thus, it is a way to show that the product targets different ethnicities in addition to the fact that there is a use of all colors in the design of the product which is to say the company is against discrimination.
· Geodemographics: It concerns people leaving in the same geographic area and thus shares the same consumption habits.
jeudi 5 février 2009
Nokia, the World Leader in Mobility.
Nokia is a consumer led company. There is a progressive and continuous increase in consumer involvement with technology and communications globally. People are broadening their modes of communication to include the web and, social networks are becoming central to how people communicate.
People want to be truly connected, independent of time and place, in a way that is very personal to them. And, Nokia’s promise is to connect people in new and better ways.
Nokia’s strategy is to build trusted consumer relationships by offering compelling and valued consumer solutions that combine beautiful devices with context enriched services.
People want to be truly connected, independent of time and place, in a way that is very personal to them. And, Nokia’s promise is to connect people in new and better ways.
Nokia’s strategy is to build trusted consumer relationships by offering compelling and valued consumer solutions that combine beautiful devices with context enriched services.
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