Advertising Test #2

What power does a descriptive logo have?

- make brands appear more authentic in consumers' eyes - more favorably impact consumers' evaluations of brands - more strongly increase consumers' willingness to buy from brands - boost brands' net sales more

Lateral thinking

Thinking differently to try and find new and unexpected ideas. - Five beautiful and well-dressed women are standing in a tight group. One is crying but she has never been happier. The other four are smiling but they have never been more disappointed. Why?

Mind mapping

a visual organizational strategy that uses words or symbols to identify the concepts and their connections to each other

Mastercard Website

- "Experience the world with Mastercard" line with video of changing images such as across a bridge during a sunset, the waves on a rocky cliff edge, and a person walking around

Field Museum Website

- "Get ready to explore" with video of person in t-rex costume exploring the museum with links to tickets below

Dum-Dums repositioning objectives

- A 30-second spot features comic strip-esque vignettes that show Dum Dums doubling as life's simple pleasures, like balloons and a bouquet of flowers. Shorter versions of the spot are running on social media. The campaign also includes some illustrations that will appear on digital. - The brand was also interested in the agency's "visual shorthand" method of storytelling, which Smith describes as delivering an idea "through the simplest, most stripped-down imagery." - Despite having a smaller budget and a largely unchanged product, Dum Dums is hoping that its simple messaging will help bring its lollipops top of mind for younger generations.

What is a descriptive logo?

- A descriptive logo is a logo that includes textual or visual design elements (or a combination of the two) that clearly communicate the type of product or service a brand is marketing. - However, as our research demonstrates (albeit with certain qualifications and under certain conditions), descriptive logos more favorably impact consumers' brand perceptions than nondescriptive ones and are more likely to improve brand performance. - Examples: Burger King and New York Islanders

Micromarketing (local or individual marketing)

- A marketing strategy in which marketing and/or advertising efforts are focused on a small group of tightly targeted consumers. - For example, markets can be grouped into narrow clusters based on commitment to a product class or readiness to purchase a given brand.

Concentrated (niche) Marketing

- A strategy whereby a product is developed and marketed for a very well defined and specific segment of the consumer population. - Instead of marketing to everyone who could benefit from a product or service, this strategy focuses exclusively on one group—a niche market—or demographic of potential customers who would most benefit from the offerings.

need recognition

- Actual = Ideal? - When consumer is likely to realize he/she has a need or problem · Out of stock · Dissatisfied · New needs/wants · Related product/purchase · New products · Marketer induced o Not content with what he/she has o Novelty seeking.

Personal

- Age & lifecycle stage - Occupation - Economic circumstances - Lifestyle - Personality

Quantitative Research

- Ask specific narrow Q's - Collects data from participants - Analyzes numbers using statistics - Conducts the inquiry in unbiased, objective manner.

Qualitative Research

- Asks broad, general Q's - Collecting data consisting largely of words (text) or images (pictures) - Description and analysis of word for themes - Conducts inquiry in subjective, biased manner

Advantages to Measuring Effectiveness

- Avoid costly mistakes - Evaluate alternative strategies - Increase efficiency in general - Determine if objectives are achieved

Segmenting Millennial Dads

- Because so many of today's households have both parents working, today's dads get involved in everything to share the responsibility with their partners. They're just as likely to pack the kids' lunches or do the dishes as they are to play catch with the kids. - Millennial dads are the first ones to tell you how fatherhood has changed since they were little. They describe themselves as "loving." More men willingly go grocery shopping. - Millennial dads aren't afraid to show emotion, and over half of them want to be a good example for their kids. Savvy marketers are using images of dads who are sensitive and caring to resonate with them, such as, the dad who comforts his son or daughter after a breakup.

Behavior (Usage)

- Behaviors associated with the product or the service - The usage of the product: brand loyal vs never bought

Campbell's Soup Repositioning

- Campbell's soup sales in the U.S. have fallen in eight out of its past 10 fiscal years, according to its annual reports. The struggle reflects challenges facing many big food makers that have seen customers abandon older brands for products that they perceive as fresher and more healthy. - Mr. Clouse said Campbell will introduce products including a new bone broth next year while merging or discontinuing some soups. The company produces more than 300 soups and will target the poorer performers. - The formula for Campbell's condensed soup that John T. Dorrance invented in 1897 helped bring about a revolution in the industrial production of reliably safe, long-lasting packaged foods. But many of those brands have fallen out of favor over the past decade as consumers gravitate toward fresher foods with fewer preservatives and artificial ingredients - Reasons for soup's slump are hard to pin down, said Emily Balsamo, a research analyst at Euromonitor. "It's a similar situation in a lot of categories, I would say, where I think there's just a lot of distrust of larger, established food companies," Ms. Balsamo said. Within the soup category, and even within the canned soup category, smaller brands like Annie's and Amy's Kitchen or Hain Celestials are doing relatively better, she said. "Maybe it has something to do with them being largely organic." - She said changes in the family are also challenging food companies. "Families now are multicultural, multigenerational, single-parent, same-sex, mixed and traditional," Ms. Morrison said.

The Far West

- Comprising the Great Plains and the Mountain West, Woodard's Far West region "occupies the one part of the continent shaped more by environmental factors than ethnographic ones." - The Far West includes land in the western Dakotas, Nebraska, Kansas, Montana, Wyoming, Colorado, Utah, Idaho, Nevada, Arizona, New Mexico, and the eastern halves of Washington, Oregon, and California. It also includes Anchorage and Fairbanks, Alaska. - The Far West resists federal oversight - Settlement in the Far West was directed by big-city corporations with railroads and mining equipment, leaving people here "resentful of their dependent status," Woodard said. Today, Far Westerners direct their ire at the federal government.

Laboratory Pretesting Methods

- Consumer Juries - Portfolio Tests - Psychological measures - Theater tests - Rough tests - Concept tests - Readability tests - Comprehension and reaction tests

Disadvantages to Measuring Effectiveness

- Cost of measurement - Research problems - Disagreements on what to test - Objections of creatives - Time

Cultural

- Culture - Subculture - Social class

Geographics

- Different areas around the world will need different marketing strategies - Weather, climate - Use of zip codes to determine incomes, locations

Field Pretesting Methods

- Dummy ad vehicles - On-air tests

Hefty Garbage Bags segmentation

- Eight months ago, Hefty discovered that consumers were buying more black and stainless-steel trash cans, which consumers say look better with black garbage bags. - Product development started only eight months ago, when Hefty marketers discovered a seismic shift in trash-can and kitchen appliance colors thanks to its partnership with HMS Manufacturing, which licenses the Hefty name for kitchen trash cans. - Then there's the privacy issue. "We found there was this even more important aspect of concealment," Ms. Smith said. The black bag "really appeals to the need for privacy right now. It allows [consumers] to hide the contents, whether it's in the dumpster or they take it to the curb. People are very aware that people go through trash, and this gave them a sense of security

El Norte

- El Norte, comprising southwestern Texas and the Mexican border regions in New Mexico, Arizona, and California, is "a place apart" from the rest of North America, Woodard wrote. - Thanks to its roots in the Spanish Empire, Hispanic culture dominates in El Norte, and people here "have a reputation for being exceptionally independent, self-sufficient, adaptable, and focused on work." - El Norte tends to foster revolutionary sentiments - Woodward called El Norte "a hotbed of democratic reform and revolutionary settlement." And it extends beyond the boundaries of the United States. "The region encompasses parts of Mexico that have tried to secede in order to form independent buffer

Liquid Death Witch Hex Campaign

- Executives at the self-styled punk rock brand of canned water, touted as an alternative to energy drinks and soda, have pulled a sinister-sounding prank just in time for Halloween. They hired a "real witch doctor"—a guy named Mystic Dylan from North Hollywood, Calif.—to cast a spell on their inventory - Paranoid (but determined) consumers can undo the curse for the low price of 99 cents and then, presumably, sip in peace. Those who don't want to fork over the extra buck will just have to take their chances because, per Liquid Death's disclaimer, the company is "not responsible for what the demons do to you." - A little context would help here: The target audience for Liquid Death is the young, active, sports and music-loving guy (think skateboarders, metalheads, straight-edgers).

Substantial

- Got to be profitable and worth your money - The benefits outweigh the costs

Greater Appalachia

- Greater Appalachia comprises the area from southwestern Pennsylvania and West Virginia, through the lower Midwest, down through Kentucky, Tennessee, Arkansas, and into Oklahoma and Texas. - Woodard describes the Greater Appalachian culture as "characterized by a warrior ethic and a commitment to personal sovereignty and individual liberty." - Great Appalachia tends to be suspicious of outsiders - According to Woodard, Greater Appalachia has shifted alliances, siding with the Union during the Civil War, but currently aligning with Southern states in their opposition to federal overreach. o People from this region are generally "intensely suspicious of lowland aristocrats and Yankee social engineers alike."

Dum-Dums website

- Has a running header displaying different page link such as "Shop for Dum-Dums", "Get Crafty", and "Which Flavor is Your Favorite" - Main colors used are a deep purple and red - Poll is shown on home page about the top fan dum-dums flavors and top past dum-dums flavors

Dunkin' Website

- Has only "Dunkin'" as the website header with pink and orange theme - Has their "Response to Coronavirus" at top of page - Has "Menu", "Delivery" and "DD Perks" as the three sublinks

Reachable/ Accessable

- Have to be able to reach target market to communicate with them and get your message - Have to be able to distribute the product to your consumers

Measurable

- Have to know how many people will buy or use the product - Be able to quantify the market

Copy

- Headline - Sub headline - Text - Body copy - Proof - Call to Action

When should companies use descriptive logos?

- If you are considering creating or modifying a logo, our findings suggest that you might want to include at least one textual and/or visual design element that is indicative of the type of product or service your company offers. - If, however, you work for a brand that markets a product or service that can easily bring to mind negative concepts, a nondescriptive logo is probably better. We also suspect that nondescriptive logos are better for companies that operate in several unrelated business segments, such as Uber, Procter & Gamble, and the Walt Disney Company.

KitKat Breaks Away Campaign

- In 2007, the Kit Kat brand was struggling with declining sales and share loss in a growing category. Over a several year period, the Kit Kat brand was losing core target consumer loyalty, purchase frequency, emotional connectivity and brand relevance in the category. - - The marketing strategy included to drive Kit Kat's highly differentiated positioning of "briefly breaking away your day" and increase Kit Kat frequency consumption by growing recent users

Budweiser Born the Hard Way Campaign

- Knowing that these consumers felt pressure to live up to others' expectations, the brand sought to establish itself as the beer for them that, like them, overcame this pressure. - This approach identified the founder's story of Adolphus Busch immigrating to the United States as a reflection of consumers' everyday pressures to conform and a relatable success story to aspire to; helped developed this insight into a firm idea for an ad; and helped grow the idea into a finished ad that would go on to dominate the Super Bowl conversation and make Budweiser the number one most talked about brand of the night.

Where to test?

- Laboratory tests - Field tests

Segmentation Criteria

- Measurable - Accessible - Substantial - Homogeneous Within, Heterogeneous Between

Random words

- Metaphors (comparing it to something - cooking a meal, waging a war, planting a garden...

Psychological

- Motivation - Perception - Learning - Beliefs & attitudes

New Netherland

- New Netherland is Woodard's name for the greater New York City area — encompassing the city itself as well as northern New Jersey and part of Connecticut. - The area was settled by the Dutch and retained many of the values that made the Netherlands a paragon of Western civilization. - Today, the region is a hub for global commerce and, as Woodard put it, has "a profound tolerance for ethnic and religious diversity and an unflinching commitment to the freedom of inquiry and conscience." - The New Netherland region is "a magnet for immigrants, and a refuge for those persecuted by other regional cultures," Woodard said.

Facebook logo design change

- Now Facebook has changed its iconic, blue, lowercase logo to an all-caps, rainbow branding. - Facebook had one iconic blue logo for a decade starting in 2005, and then it received a small tweak in 2015. "We're updating our company branding to be clearer about the products that come from Facebook," said Facebook's chief marketing officer Antonio Lucio

Dunkin' cobranding with Dove

- Objective: because you are looking at the grab-and-go theme that Dunkin is trying to achieve - Sweepstakes for year supply of coffee and shampoo' - Free samples on National Coffee Day - Pop up event - styling

Explorer objectives

- Pioneer stage (Introduction stage of product life cycle) - Retentive stage (growth stage) - Competitive stage (maturity stage) - New pioneer stage (new introduction stage)

When to test?

- Pretesting (strategic) - Post testing (evaluative)

Budweiser market Research analysis

- Problem defintion - Objectives - Campaign ideas - Target market - Media choices - Strategic Research - Evaluative Research - Qualitative Research - Quantitative Research - Results

Research application matrix

- Problem defintion - Objectives - Campaign ideas - Target market - Media choices - Strategic Research - Evaluative Research - Qualitative Research - Quantitative Research - Results

Dunkin' Repositioning Objectives

- Redesign store and packaging - Menu innovation · New beverage and process - expresso · More Grab N Go options - Faster drive thru experience - Online kiosk for ordering - New uniforms from "life is good" - Increased energy efficiency

Social

- Reference group - Family - Roles and status

American Eagle communication process

- Sender: AEO - Encode: Using images and words describing the clothing such as people wearing them and being happy or fashionable - Message Channel: Using TikTock to reach Gen Z consumers - Decode: Gen Z users see their favorite TikTocker promoting the brand and how comfortable the clothing looks resulting in the want to buy - Receiver: Gen Z

What to test?

- Source factors - Message variables - Media strategies - Budget decisions

Cheerios Campaign

- The "Right on Tracks" campaign by the General Mills brand features music videos including "It's All Family," above, which is about families with adopted kids, single parents, foster parents, gay parents and more. - Examples: One video entitled "Sit With Someone New" encourages kids to sit with a newcomer who might be "from a country far away" and another, "Just Be You" encourages kids not to worry about being different--they might "feel like a queen" but "look like a king" for instance. "Step Up" is about standing up to bullies and helping out people who are being picked on. In each song, a Cheerio bounces over the lyrics on screen, karaoke-style. - According to Cheerios, the songs are "designed to help parents, guardians or teachers spark conversations with their children or students around empathy, inclusion, and kindness."

Deep South

- The Deep South traces its roots to slave societies in the West Indies, where democracy was reserved for the privileged and many were resigned to a life of servitude, Woodard wrote. - On Woodard's map, the Deep South spans from rural North Carolina, through South Carolina, Georgia, northern Florida, Alabama, Mississippi, northern Louisiana, and eastern Texas. - The Deep South resists regulations - The Deep South's "caste systems" were eventually "smashed by outside intervention," Woodard said. But to this day, people in the Deep South tend to fight against the expansion of federal powers, taxes on the wealthy, and corporate and environmental regulations, he wrote.

KitKat Website

- The Hershey's version of the kit kat website starts with an animated witch breaking a green colored kit kat over a cauldron with the tagline "Make Halloween Magic" - It then describes the Kit Kat club and other products

The Left Coast

- The Left Coast is the sliver of land that runs up the Pacific coasts of California, Oregon, and Washington, and also includes Juneau, Alaska, and coastal British Columbia. - The region was settled by both New Englanders and Appalachian midwesterners, resulting in a unique blend of cultures, Woodard said. - "Yankee missionaries tried to make it a 'New England on the Pacific,' but were only partially successful," he wrote. - The Left Coast tends to clash with other regions in the same states - Woodard wrote: "Left Coast culture is a hybrid of Yankee utopianism and Appalachian self-expression and exploration — traits recognizable in its cultural production, from the Summer of Love to the iPad. - "The staunchest ally of Yankeedom, it clashes with Far Western sections in the interior of its home states."

The Midlands

- The Midlands are "America's great swing region," Woodard wrote, citing the region's ethnic diversity and politically moderate views. - According to Woodard, the region extends from Quaker territory in Pennsylvania and Delaware through populated Midwestern areas in Ohio, Indiana, and Illinois, down through the Plains states of Iowa, Nebraska, and Kansas, and stretching out to include parts of Oklahoma, the Texas Panhandle, and New Mexico. It includes some of what we consider the American Heartland and Middle America. - Midlands society is "pluralistic and organized around the middle class," Woodard wrote.

New France

- The New Orleans area, a progressive hub nestled in the Deep South, makes up what Woodard calls New France, as does the Canadian province of Quebec. - "After a long history of imperial oppression, its people have emerged as down-to-earth, egalitarian, and consensus driven, among the most liberal on the continent, with unusually tolerant attitudes toward gays and people of all races and a ready acceptance of government involvement in the economy" Woodard wrote of New France. - People in this multicultural region tend to be comfortable with government involvement in the economy, he said. - New France is multicultural - "New France blends the folkways of ancient régime northern French peasantry with the traditions and values of the aboriginal people they encountered in northeastern North America," Woodard said.

Tidewater

- The Tidewater region includes coastal areas of colonial states such as Maryland, Virginia, and North Carolina. - The region began as a feudal society that embraced slavery, and to this day values respect for authority and tradition. Equality and public participation in politics are less of a priority. - Woodard wrote that the Tidewater region is in decline in part because of the "expanding federal halos around DC and Norfolk."

Chicago Field Museum Script Campaign

- The agency wrote more than 100 short scripts, each a paragraph or two long, designed to capture the "voice" of various plants, animals and minerals in the museum's permanent collection. The write-ups combine history and humor. - Everyday Chicagoans are invited to record the first-person monologues in a special pop-up audio booth that is traveling around the city this summer. (It visited Chinatown this weekend.) Ultimately, the best voiceovers will be accessible via smartphone for Field visitors to enjoy on audio tours. - "With the booth, the Field Museum could meet people in their own neighborhoods and keep a rapport going," agency creative director Carlos Murad tells Adweek. "Attendance is up, but the Chicago cultural market has gotten increasingly competitive. Like any business, the Field Museum has to grow its base, stand out among competitors and keep up with evolving tastes and expectations."

Creative Process

- The big idea - Copy

Dove's #DearFutureDads campaign

- The campaign, called #DearFutureDads, champions greater access to paternity leave policies to enable men around the world to be the parents they want to be. The initial movement features a dedicated website and supporting campaign video. - The supporting video shows a variety of dads from around the globe talking about fatherhood and the importance of being with their children. - Sharon MacLeod, global vice president of Dove Men+Care, said: "We launched Dove Men+Care in 2010 as a champion of modern masculinity, shattering traditional stereotypes of what it means to be a man and a father. We believe that supporting paternity leave is a natural and necessary step in this journey. It underpins our continued belief that care is the best of a man

Influences on consumer's behavior

- cultural - social - personal - psychological - buyer

Mastercard Taste Campaign

- The financial giant has just unveiled 'The First Taste of Priceless' - a campaign which introduces two bespoke macaron flavours designed to underscore Mastercard's famed tagline. The signature sweet will be available at events sponsored by Mastercard and "internally baked into the core of its culture." - "The macarons are one more step to really get into the tastebuds of our customer and provide them with something really unique and extraordinary," explained the marketer at Advertising Week New York. - Inspired by its intersection circles logo, the French treats were developed by sugar artists Kreëmart. The two flavours, 'passion' and 'optimism' use the raw ingredients of custard apple and yuzu; which The Drum can contest has a distinctly tangy taste. - "We're in marketing 5.0, it's the era of sense and sensibility. The manifestation of all the technology [available to marketers] means that a lot of dehumanization is going to happen, there's going to be a dislocation and displacement of human interaction even more than what we've witnessed in the last five years.

First Nation

- The largest but least populated of Woodard's nations is First Nation — the region comprising native groups that never gave up their land to white settlers. They mostly reside in harsh Arctic areas in Alaska and northern Canada. - First Nation has stuck to its roots - People from these groups "have largely retained cultural practices and knowledge that allow them to survive in this hostile region on their own terms," Woodard said. - "Its territory is huge — far larger than the continental United States," he wrote. "But its population is less than 300,000, most of whom live in Canada."

Advil Distant Memory Campaign

- The over-the-counter pain reliever category is a $3.5 billion category in the US, with Advil being the #1 brand. However, the brand had a huge challenge in 2014. Sales & household penetration were declining, and Advil was losing its leadership equity. - Consumers viewed Advil to be substitutable with its generic, store brand counterpart, as they failed to identify a personal connection with the brand. earnings from quantitative studies, mobile video diaries, in-home immersions, and a heuristics-based analysis led to a ground-breaking campaign, "Distant Memory." The massive omni-channel launch and continued support have grown Advil sales significantly, improved TV effectiveness, and generated record-high levels of positive attitudes towards Advil and its advertising.

Homogeneous Within, Heterogeneous Between

- The product needs to be the same within the segment you are going after - The segments need to be different from one another

Budweiser Website

- The website opens with a photo of a table with two people sitting and beers on the table with "Brewing Change" as the headline describing their partnership with UNCF - The website then goes into the products offered using red

Culturally Conscious Consumer

- Theirs are conscious, shared-values driven purchases based on product efficacy certainly, but also and in growing numbers, on whether the corporate/brand actions and values of those they buy from—or won't—align with theirs. - The culturally conscious consumer reflects the evolution and expansion of the conscious consumer's consideration set, and even that of the socially conscious. All brands must stand for some things their audiences give a shit about, beyond functional benefits. The math is simple: values + passions = identity = path to purchase

Conscious Consumer

- They seek natural, organic, unmodified products that meet their health and nutrition needs. They avoid chemicals or pesticides that can harm their health or the planet. They are looking for standards and safeguards to ensure the quality of the products they consume. - In our most recent Conscious Consumer Spending Index, we reported record lows in the number of Americans who are purchasing socially responsible products and services, practicing "green" behaviors such as recycling/reducing consumption and being philanthropic by giving time or money to charity. · Garbage Bags: Hefty

Pretesting Methods

- Tracking studies - Recall tests - Association measures - Sing-source systems - Inquiry tests - Recognition tests

Cheerios Website

- Use of deep yellow and orange - Front page depicts the different types of cheerios available such as coconut and banana nut cheerios

Advil Website

- Website is a white background with blue accents - The top of the page has a new product describing how it "fights pain in 2 ways" - It then goes into products

Benefits

- What the market is seeking from the product - Ex: people using baking soda

Differentiated (segmented) Marketing

- When a company creates campaigns that appeal to two or more different target audiences, demographics, or marketing segments - By targeting multiple well-defined customer profiles, a brand can build its customer base, master its niche, and begin to organically build brand awareness

Undifferentiated (mass) Marketing

- When a company creates one campaign for its entire audience, with all segments seeing the same message - Usually means the message is more general in order for it to appeal to such a wide range of people

11 nations

- Yankeedom - New Netherland - The Midlands - Tidewater - Greater Appalachia - Deep South - New France - El Norte - The Far West - The Left Coast - First Nation

· Yankeedom

- Yankeedom comprises New England, upstate New York, and much of the industrial Midwest, from northern Pennsylvania to Minnesota, Woodard wrote in Tufts University's magazine. - Residents in these states, founded by Puritans, are more comfortable with government regulation than people in other regions. They also value education, citizen participation in government, and the assimilation of outsiders, Woodard said.

Psychographics

- Your lifestyle, the types of things you like to do - Activities, interest, and opinions

Consumer Decision Making Process

1. need recognition 2. information search 3. evaluation of alternatives 4. purchase 5. post purchase behavior

Budweiser Qualitative groups

60 second rough animatic was shown to consumers and insights were used to make refinements to the copy. - Strengthen core ideas of persistence, ambition and, pursuing your dream came through clearly and resonated with consumers. - Give production directive to dramatize the journey itself to bring to life all the adversity the founder overcame. -Clarify that the meeting between Adolphus Busch and Eberhard Anheuser so consumers understand that is the moment the brand was created.

Budweiser objectives

ABI sought to translate the consumer insight around pressure to conform to expectations into asserting that Budweiser is for those who "live life on their own terms" and have the ambition and drive for it. The brand felt it could credibly speak to this due to having established itself as a brand with a heritage of being brewed on its own terms despite changing beer trends.

Budweiser media choices

ABI found an opportunity to reconnect with consumers at Super Bowl LI; the most widely watched sports event in the United States, but also one with over 50 advertising spots and marketers vying for consumers' attention with some of the strongest creative of the year. In this advertising environment, breaking through with the brand's message and meaningfully impacting brand perceptions was a challenge.

Budweiser qualitative research (quantitative integrated)

ASI: Labs - Four 2 minute long films with different expressions of the brand manifesto were shown to consumers. The consumer insights team and Ipsos discovered key "nuggets" hidden in the different territories. - Adolphus Busch was mentioned in just 2 of the territories and only briefly, yet his story as a hard-working immigrant was engaging and had outsized playback with consumers. - He gave credibility to the claim that Budweiser stands for those that live life on their own terms.

Creative Process - Explorer

Gathering Information - Usual vs unusual places - Objectives - Coming up with ideas

IBM Logo Design Change

IBM's logo evolution reflects this trend — its current design dates back to 1972. It's meant to evoke "speed and dynamism," according to IBM's website

Budweiser problem definition

It is a brand held in high esteem by Americans, but isn't relatable. It is a brand that belongs in the museum to be forever remembered, but not relevant today. People still love the brand but sales have dropped steadily for the past 20 years.

Budweiser target market

Over 21 years of age, those who feel they were "born the hard way"

Creative Process - Artist

The Big Idea - Mental image - visualization - Experiment

Results

The ad was extremely successful. To begin with, it achieved, without a doubt, the best breakthrough in Budweiser and Super Bowl history. It also delivered on the brand campaign objectives in market post evaluation. - Validation Testing: +42 Index points higher than average Budweiser ad. - +29 Index points vs. average ad (landing in the top 20% of the Ipsos U.S. database).

Biomimicry

The design of materials and products that are created by taking specific plant or animal characteristics to enhance the product.

Coca-Cola, Microsoft, A&E using poetry

o "We are now seeing poetry used in commercial storytelling because viewers are wise to conventional advertising and are bombarded by it, so they have developed ways to filter it out," said David Blackburn. "Poetry is more entertaining than most ad copy, and viewers are inclined to respond to a lifestyle or feeling rather than a hard sell. They are also more open to subscribe to that brand when responding to the emotional and human connection brought about by a poem." o The "Unlike Any" campaign was a way to "change the conversation" and make sure they're referred to as athletes—not female athletes, just athletes.

Amazon logo design change

o Amazon's original logo attempted to incorporate a river into the letter "A," but only succeeded in making a shape that looks like neither. "That river would have never conveyed a personality," Claudine Jaenichen, an information design professor at Chapman University, told Marketplace. o Today's logo is more legible, and even includes an Easter egg — the arrow points from "A" to "z" to illustrate that the e-commerce giant has everything consumers need.

Apple logo design change

o Apple's original logo, co-designed by Steve Jobs, depicted Sir Isaac Newton seconds away from revelation. It was complex to the point of being hard to look at, hence a quick switch, in 1976, to the rainbow apple, which has barely changed since.

Creative thinking

o Convergent: one right answer o Divergent: several good answers, one better answer o Ex: in class activity - make something that can hold something else

FedEx logo design change

o In 1994, FedEx was in need of a rebranding. They shortened the company name from Federal Express, and at the same time changed their logo, which features a hidden arrow within the "Ex."

Communication Process

o Sender -> Encoding a message -> Channel (Message) -> decoding the message -> Receiver - Noise internering, sender receives feedback from receiver

SMART rules (how to set objectives)

o Specific - Identified and understood (#'s) o Measurable - Actions that are quantifiable o Attainable - Capable of accomplishing o Relevant - Appropriate to those involved o Timely - Stated end point

Purpose (why formulate objectives?)

o Target to aim, efficient use of resources o Sense of direction for all o Motivation to work toward end/accomplishment o Support for evaluation of progress/completion

Starbucks logo design change

o The Starbucks logo went through some small but deliberate changes over 40 years to get to its present state. o According to the Starbucks website, the seafaring theme was based on a Norse woodcut of a siren spreading her tails. Over time, Starbucks covered up the siren's breasts, then her tail, then did away with all wording in the logo in 2011.

Examples of general communication objective

o To create awareness o To prompt direct action o To encourage information search o To relate product to needs of consumer o To encourage recall of past situation and prompt reorders o To modify attitudes o To reinforce attitudes

Situational Determinants

o Use o Time o Place

Demographics

the characteristics of a population with respect to age, income, religion, ethnicity, race, and gender.

Segmentation

the process of dividing a larger market into smaller pieces based on one or more meaningfully shared characteristics - Demographics - Psychographic - Geographics - Behavior (Usage) - Benefits

Dove Website

· Is a clean white with blue lettering for accents · The front page includes how the company is working towards being a source of confidence, not anxiety · Front page has support of Black Lives Matter, ending discrimination against Black hair, and the importance of handwashing