Kenedi's Advertising: March 2017

Tuesday, March 21, 2017

Analysis of Project in the Real World

Company's use good advertisement to sell their products. They have a few different strategies to help them make sure their ad campaign is the best possible it can be. These strategies would include things such as Communicate a simple, single message. "Use the "KISS" principle for ad messages: "Keep It Simple, Stupid." For print ads, the simpler the headline, the better. And every other ad element should support the headline message, whether that message is "price," "selection," "quality," or any other single-minded concept." http://www.bizfilings.com/toolkit/sbg/marketing/advertising-pr/advertising-benefits.aspx". The 2017 Chevrolet Volt ad campaign did just that. We kept a slogan short, but something that stood out. Something people wouldn't forget right way. Anothe strategy for advertisement is to understand your competitetors. These are the people who are trying to out-sell you. "Do your homework. Examine competitive ads in the media that you are planning to advertise in. Make sure your ad stands out from competitive ads. You can use personal judgment, ad test exposures to a small group of target buyers". http://www.bizfilings.com/toolkit/sbg/marketing/advertising-pr/advertising-benefits.aspx. We looked at our two main competitors by going to there websites and doing research to understand not only the car, but also how the company was advertising it. Working in advertisement takes a lot of time and creativity. "There's also more to life in advertising than just doing the work. Advertising is part of pop culture, and to be good at it, you have to immerse yourself in it. Which means that, as a good ad agency employee, you will involve yourself in many extra-curricular activities that expand your mind and your horizons." https://www.thebalance.com/what-to-expect-in-an-advertising-career-38625. You must think almost outside the box to come up with something that is fun, exciting, and new.

Creative Content

"Forecasts show healthy projections for the ad market in the U.S. for 2016, as media advertising spending is expected to reach the 200 billion U.S. dollars mark this year. Television has been the biggest advertising medium in the United States in the last few years, and is projected to maintain the market lead in 2016. TV advertising revenue is forecast to grow from 71 billion U.S. dollars in 2015 to around 75 billion U.S. dollars in 2016. https://www.statista.com/topics/979/advertising-in-the-us/. The right advertisement is super important and that is why I have chosen to do a commercial and billboard. "According to research group Nielsen, 99 percent of all households in the United States have at least one television at home. That’s why TV can be a solid medium for reaching a large audience in short period of time" http://yourbusiness.azcentral.com/sell-product-commercial-advertisements-14265.html. Because of this research I have chosen to do a commercial for the 2017 Chevrolet Volt. The goal behind this commercial is to have individuals think of all the many adventures they will be able to go on and all the fun and excitement they want to have in their life. "It may be shocking that billboards still attract much attention from drivers. Fifty-eight percent of drivers say that they have learned something of interest from a billboard, such as show times for a TV premiere, deals at a restaurant, or the number for a divorce lawyer." http://www.smartdatacollective.com/sarah-smith/412601/global-billboard-advertising-statistics-and-dynamics. We will also be putting up several different billboards on major highways throughout the United States. These billboards will have the same concept of showing someone doing something fun and adventurous, with the car and the slogan "More Adventure, Less Worry.

Images: https://www.google.com/search?q=someone+sitting+at+home&source=lnms&tbm=isch&sa=X&ved=0ahUKEwjdiK7E39bSAhVG1CYKHUVqCkcQ_AUIBigB&biw=1374&bih=774#imgrc=n5jqyoHyIZ_UPM:

https://www.google.com/search?q=someone+sitting+at+home&source=lnms&tbm=isch&sa=X&ved=0ahUKEwjdiK7E39bSAhVG1CYKHUVqCkcQ_AUIBigB&biw=1374&bih=774#tbm=isch&q=2017+Chevrolet+Volt+&*&imgrc=zPhWnkUi4Vc_EM:

https://www.google.com/search?q=someone+sitting+at+home&source=lnms&tbm=isch&sa=X&ved=0ahUKEwjdiK7E39bSAhVG1CYKHUVqCkcQ_AUIBigB&biw=1374&bih=774#tbm=isch&q=cliff+jumping&*&imgrc=VuZ5FWmXTYwK6M:

https://www.google.com/search?q=blank+billboard&source=lnms&tbm=isch&sa=X&sqi=2&ved=0ahUKEwjN85fD5dbSAhUFQSYKHVhfAtcQ_AUIBigB&biw=890&bih=1240#imgrc=mstFW6YqXh8mpM:

Promotion

"Marketing is more than just an advertising campaign; it should result in revenue for your business. Understanding the different ways to promote your product or service can help you make the right choice for your business." http://m.infoentrepreneurs.org/en/ways-to-promote-your-product-or-service/. For the promotion of the car we will be doing the commercial and also billboards on major highways throughout cities. "the visibility of the billboard should be a top priority in your decision making. If your billboard has limited visibility, it’s going to have a big impact on whether or not it generates any leads or sales."https://airoutdoor.co.uk/blog/choosing-an-ideal-billboard-location-7-things-to-consider/. For the billboards we want to put them in locations where traffic is heavy, so that way when people are stuck in traffic they will be able to look at our billboard for the 2017 Chevrolet Volt. "A single, well placed billboard will certainly draw impressions, but drivers are focused on the road, and often tune out the billboards they pass every day to and from work. Having multiple billboards improves the likelihood that your event will get noticed." http://www.spingo.com/blog/post/do-billboards-work-for-advertising-an-event. Along with that for the night we do release the car on the Las Vegas Strip. "On average, 17,700 people are walking on the Strip at any given hour on any given day. The low time of the day: from 6 a.m. to noon, about 5,700; the high time: from 6 p.m. to midnight, about 34,900. The peak hour is 8-9 p.m. when about 40,000 are on the street; the low time is 5-6 a.m. when fewer than 5,000 are out." https://lasvegassun.com/news/2009/jun/26/how-many-walk-lv-strip-mobile-message-deliverer-no/. For the night we are on the strip young college students will be walking around to hand out flyers showcasing the car. This will be great promotion for the fact that the strip is always full of people, but the weekend we plan on doing it will be even more crazy and exciting.

The Big Idea

The 2017 Chevrolet Volt is better than any car alike because of the way we see it. It is not just a car to us, its a way to have more adventure in your life and to explore the world. That is why we want to do something very special to release the 2017 CHevrolet Volt. We want to bring people together who love to go to new and exciting places. Las Vegas is known for bring people together, especially for fun outrage events. For the release of the 2017 Chevrolet Volt, we would be showing it on EDC weekend here in Las Vegas on the strip. "For anyone who’s ever called EDC home—or for any first-time Headliners—we welcome you to celebrate 21 years Under the Electric Sky at EDC Las Vegas 2017, taking place Friday, June 16, through Sunday, June 18, at the Las Vegas Motor Speedway."http://lasvegas.electricdaisycarnival.com/2016/11/17/edc-las-vegas-returns-june-2017/. The EDC music festival will bring crowds of different people to Las Vegas making it the perfect time to show the car. Thousands of people will be walking the strip, and that is why we have decided to do it there. The car will be on the strip with workers around it to talk to locals and tourist about the new car. Young college students who can relate to the millennial will be walking the strip handing out flyers and promoting the car. "Digital continues to grow, but people aren’t really dropping off of print,” said Philip Scrutton, director of consumer insights at BrandSpark International. “It’s a very convenient channel for shoppers because it’s so easy to open up the flyer and you can read it quickly.” http://www.marketingmag.ca/media/why-printed-flyers-still-work-162813. By the car will be two loud speakers playing EDM to draw the crowd in. People will not only be able to view the car but also take photos with the photo booth stationed next to the car. We will also be conducting a contest that night for someone to win the car. This is the perfect place and the perfect time to showcase the car because of the amount of people who love to go on adventures are going to be in Las Vegas that weekend. "After two decades, EDC Las Vegas is the gold standard of raves in America. The festival routinely sells out before the lineup is announced and will soon expand to India, Japan and Mexico. Almost every notable EDM, dubstep and techno act plays the Las Vegas edition each year." http://www.latimes.com/entertainment/music/la-et-ms-edc-edm-20160613-snap-story.html.

Image: https://www.google.com/search?q=old+rave+flyers&source=lnms&tbm=isch&sa=X&sqi=2&ved=0ahUKEwi57MSl6NbSAhVK7SYKHR5GB5oQ_AUIBigB&biw=1238&bih=1240#imgrc=JfIhdjOTtkGAVM:

Competitive analysis

The 2017 Chevrolet Volt has a few different competitors. The two main competitors would be the Tesla Model 3 and the Nissan Leaf SV Hatchback. The biggest similarity between all three would be that they are all electric. Although the Nissan can not be powered by gas, it is still very much a huge competitor because of the amount of miles it is able to go on an electric charge. "IT'LL NOW GO up TO 107 MILES ON A SINGLE CHARGE [*]
THANKS TO CONSTANTLY ADVANCING TECHNOLOGY AND DEVELOPMENT OF A NEWLY STANDARD 30 KWH BATTERY, AMERICA'S BEST-SELLING ELECTRIC VEHICLE NOW HAS ITS BEST RANGE EVER — UP TO 107 MILES ON A SINGLE CHARGE. [*]" https://www.nissanusa.com/electric-cars/leaf/. The other competitor would be the Tesla Model 3. "Model 3 achieves 215 miles of range per charge while starting at only $35,000 before incentives." https://www.tesla.com/model3. Features for this car would consist of of the 215 mile range per charge, 0-60mph in 6 seconds, and autopilot hardware. Both cars being just electric is a downfall. Many times people aren't completely in love with electric cars because of the constant charging and the lack of charging stations. With all three the Chevrolet Volt has a great advantage of being both electric and gasoline. "The new Volt gives you more ways than ever to charge and monitor your battery. The innovative Power Flow screen helps you track your driving, while Regen on Demand™ seamlessly transfers the kinetic energy from the vehicle's motion and stores it in the battery while slowing the vehicle down, all with the press of a steering wheel-mounted paddle."http://www.chevrolet.com/volt-electric-car.html While you are not having to spend a ton on gas you also are not worrying about the battery running out. "Volt is powered by two electric motors that work in unison to optimize efficiency and conserve electric charge while providing responsive power and torque."http://www.chevrolet.com/volt-electric-car.html. The 2017 Chevrolet Volt is a huge competitor and I believe this car with make a major impact.

2017 Chevrolet Volt : "More Adventure, Less Worry"

"The thrill of adventure is what excites us. The thrill of the unknown, the thrill of something new, the thrill of seeing new things, having new experiences, and in a sense, becoming a new person. Adventure is the link between who we were and who we are destined to become."http://theoneeffect.com/seek-adventure/. Imagine the places you would like to go and all the things you would like to try. With a car unlike the rest you will be able to do these things. You could be doing things such us surfing in the ocean, hiking in the mountain, dancing in the streets, exploring the world. The 2017 Chevrolet Volt makes it easier than ever to explore the places you want. "Offering up to 53 pure electric miles³ on a single charge and up to 420 miles with a full charge and a full tank of gas, the new Volt allows you to make fewer stops, letting you focus on your commute". http://m.chevrolet.com/volt-electric-car.html. Making Owners think less of the commute and gas and instead more about the drive. That is why "More Adventure, Less Worry" has been chosen as the slogan for the 2017 Chevrolet Volt. Why not go to new places and explore the world around you when you have a car that can take you. "With its 1.5L direct injected high-efficiency engine, Volt is the electric car with a backup plan. It runs on an electric charge and generates additional energy through a gas-powered generator when the battery runs out — giving you the confidence to go as far as you want." http://www.chevrolet.com/volt-electric-car.html. No longer are you worrying about the cost of gas instead you can focus on the adventure.

Wednesday, March 15, 2017

EOC: Week Ten: What Channels are you going to do to get your product noticed?

For my channels I will be doing both a Facebook Page and Facebook Advertising. I will make post about the 2017 Chevrolet Volt. Twitter advertisement will also be used as one of my channels, tweeting about the car. I will also use Advertorials to talk and promote the car. Another one will be Billboard adverts around the country that people can drive past and see . And lastly I will be doing commercials to promote the 2017 Chevrolet Volt.

Thursday, March 9, 2017

Week Nine EOC: Trends in Tv

There are many major different trends that are happening right now but for this post I am going to focus on 3. The first one being content mobility. It is now being shown that many houses are losing actual TVs and using mobile devices insteads. Mobile devices would include things such as cell phone, laptops, and tablets. "With a smartphone serving as the nerve center for the screen world, content will be able to follow a consumer from device to device, location to location" https://www.wired.com/insights/2013/12/six-trends-directing-future-television/. This is becoming a huge trend because people love being able to watch tv where ever and whenever. The next trend is High Dynamic Range. "Ultra-high definition TVs moved into the mainstream in 2016. All but the least expensive larger-screen sets had 4K resolution, another term for UHD. And you didn't have to pay much more for it. In 2017, we think high dynamic range (HDR) will be the biggest buzzword, though it may be tough for consumers to understand exactly what they're getting." http://www.consumerreports.org/consumer-electronics-show/top-5-tv-trends-we-expect-at-ces-2017/. TVs are starting to become even more HD. Meaning that although your TV right now may have amazing resolution chances are they are going to start making TVs with even better resolution. And last the last trend will no longer be 3-D TVs. Which seemed like a great idea was actually not and unfortunately they made no money on the TVs. So while 3-D TVs might be dead, curved TV is not. " In early 2016 Samsung basically killed off 3D TV by removing the feature entirely from all of its TVs. But the company has kept curved TVs afloat" https://www.cnet.com/news/ces-2017-expected-tv-trends/. Although the year had just begun and by the end the trends could be completely different. These are a few of the trends that are happening right now.

Week Nine EOC: Art & Copy Key Person

Mary Wells Lawrence:

"Mary Wells Lawrence was born Mary Georgene Berg in Youngstown, Ohio, in 1928" http://adage.com/article/adage-encyclopedia/lawrence-mary-wells-1928/98743/. She moved to New York at 17 years old to Study acting at Neighborhood Playhouse School but then switched to Carnegie Institute of Technology. That is where she met her future husband Burt Wells. They were married on December 2, 1949. Wells worked in a few different department stores in New York before landing a job as Macy's advertising manager. Years later Wells moved to Lennon & Newwell for a 20 person "brain Trust". But because of changes in management the trust fell through and the 20 person were paid a huge amount. With this money Wells decided to take a trip to Europe. After returning back from Europe she landed a job as a copywriter at Doyle Dane Bernbach. 1964 she was offered a major salary and more creative freedom over at Jack Tinker &a Partners. But in 1966 she left the agency and opened up her own one with others which was widely successful. "By the end of its first year, Wells Rich Greene had 100 employees and $39 million in billings. Later, it was responsible for helping resurrect the city’s deteriorating image with song, slogan and ethos: “I ♥ New York.” http://www.nytimes.com/2012/06/10/fashion/mary-wells-lawrence-took-on-the-mad-men.html
It was announced later she was taking the agency public but a few years later changed her mind and announced the plan was to change it to private ownership. "In 1969 Advertising Age named her one of the top 10 newsmakers of the 1960s. Quite an accomplishment
considering she did not start her agency until 1966. She also was inducted into the Copywriter’s Hall of Fame" http://advertisinghall.org/members/member_bio.php?memid=834.

Wednesday, March 8, 2017

Week Nine EOC: Creative Content

For my creative content I am planning on doing a commercial. On photoshop I will do the nine thumb nails. The whole idea of the commercial will be based on people doing adventurous things around the country. I want individuals who see the commercial to think of all the many adventures they will be able to go on and all fun they want to have, with the 2017 Chevrolet Volt. I want the views to see the ad and think about how fun things like that would be able to do, and then feel like no other car can take you these places.

9 Thumbnail ideas:

1: Opens up with 2017 Chevrolet Volt driving on a open road
2:Person running through the mountains
3: Someone is cliff jumping into the lake
4:Another person is surfing in the ocean
5: Someone is dancing in times square
6:Jumping out of an plane
7: People laughing on a carnival ride
8:Shows 2017 Chevrolet Volt driving on the road again
9: (white screen with simple black letters) "More Adventure, Less Worry" 2017 Chevrolet Volt

Wednesday, March 1, 2017

Week Eight EOC: Slogan and Fonts

More Adventure, Less Worry

Week Eight EOC: Superbowl vs Oscar ads

Superbowl vs Oscar Commercials- There were many similarities and differences with the Superbowl and Oscar commercials. Each with a huge impact being seen by millions of people within one night. The thing I noticed the most different was the fact the the Superbowl commercials focused more on political topics and issues going on in our country. The companies made advertisements related to those topics that we would be able to related too. While I feel the Oscar didn't really focus on many of those things, it was less serious all around. Making them seem more creative and different. "“The Oscars commercials are so much smarter, more creative and at times in touch with the human spirit than the overrated junk Super Bowl ads,” tweeted ESPN analyst Michael Wilbon, an alumnus of and member of the Board of Advisers at Northwestern’s Medill School of Journalism, Media, Integrated Marketing Communications." http://www.chicagotribune.com/entertainment/tv/ct-are-ads-on-the-oscars-better-than-the-super-bowl-s-20170228-column.html. The Oscar and Superbowl also usually attract completely different audiences. The Superbowl is more likely to be watched by men, while the Oscars are more likely to be watched by women. "“Meg James of the LA Times (2013) stated [the] Oscar audience is primarily female, ‘well educated and affluent’ with high disposable income,” Bernacchi writes. “It also attracts influencers, pop culturalists and social media messengers.” https://www.benzinga.com/general/education/17/02/9081434/ad-wars-the-super-bowl-vs-the-oscars.

Comparisons:

Superbowl ad focused mainly on the players
Used a lot of football through out the commercials
Both had ads around what was being show on TV (Superbowl-Football) (Oscars-Movies)
Both were seen by millions in one night

Contrast:

Superbowl focused on more political issues
Oscar were funnier, less serious
Oscar focused more on movies
Superbowl used more throw-back things (such as the Mercedes Peter Fonda Commercial)
"The Academy Awards don’t offer advertisers nearly the number of viewers that football’s biggest night draws in, but it’s still a huge national platform" https://www.blogger.com/blogger.g?blogID=5950427532601714610#editor/target=post;postID=745016809678852973