Archive for Happiness
Fictitious Fiction – ABC Publishes Novels by “Real” Writer
Posted by: | CommentsRichard Castle is a pretty awesome guy. He’s good-humored, likable, and he’s someone you can depend on when things are tough. Sound too good to be true? No – he really is like that. So what’s the catch, then? Well, he’s not real . . . sort of. Richard Castle exists Monday nights for one hour beginning at 9 o’clock. In case you haven’t heard of or seen the show (and I recommend you do; it’s pretty entertaining) Richard Castle is a bestselling thriller writer living in New York, who, in an attempt to draw inspiration for his writing, spends his time solving crimes with NYPD detectives. He’s not real. Yet something strange is occurring, because by some weird turn of events, Richard Castle’s novels are being published in our world – and they’re available at a bookstore near you!
Castle, a member of the ABC family of television programs, has so far proved relatively successful for ABC, currently airing its third season. In fact, it seems to have become so successful that a series of books, entitled the Nikki Heat Series, has begun to be published. Its first title, Heat Wave, was published in 2009, with its second installment, Naked Heat, following earlier this year. However, these aren’t your normal TV-tie-in books. Reading the book synopsis and author biography, one begins to see that the publisher, Hyperion, treats both Heat Wave and Naked Heat as if they were, in fact, the actual novels from the Castle show. For example, the author biography goes so far as to reference an earlier series of books written by Richard Castle. A fusion of realities has occurred, in which the “real” world of Castle has become part of our everyday life – for the benefit of creating a “Castle Culture” for the program’s fan base. A pretty smart move by ABC and Hyperion; and if Castle continues to entertain, it can be assumed a new Nikki Heat novel won’t be far off.
For a person entering a bookstore, the purchasing of a book is generally not considered to be a life-changing decision; therefore it would be an example of a low-effort decision. So, being low-effort, what could compel a shopper to pick up a Richard Castle novel? For one, there is the availability heuristic, where the shopper may recall details from Castle which would create a positive and vivid show-related experience that has the potential to not only spur them to purchase the novel, but to remind them to tune in as well. The novels can really be an extension of the DVD products, and if placed together or in close proximity, they may increase the creation of the “Castle Culture” for fans.
Buying books, being a fan of a television program – it all comes down to the feelings that one gets from reading a good book or watching an awesome program. We read the types of books that we like, right? We watch shows that give us positive feelings, correct? We do this because of feeling-based decision making, a part of low-effort processing. ABC has tried to capitalize on this fact – in a rather successful manner, it would seem. Let’s go back to the bookstore shopper: so they are browsing and come across Heat Wave. What goes through their mind? If they pick up the book, flip a few pages, and tuck it under their arms to buy on their way out, they’ve probably undergone affect referral. Seeing the book reminded them of Castle, which, being a show they like, they associate it with feelings of happiness (it’s part comedy, after all), and as a result the intent to buy the book has happened. However, not only has the book been sold, but there’s also been a reinforcement and reminder to watch the upcoming episode of Castle. This same situation plays out on the ABC website for Castle. Fans logging on to catch the latest episode online will see the advertisement for Heat Wave or Naked Heat. This may prompt them to stop by the bookstore and buy a copy. These techniques are serving to increase the brand familiarity of ABC, reinforcing their current viewers and hopefully also championing new ones. Bookstores and websites are also performing another task: together they are engaging in co-branding. The shopper who buys the book tunes in later to watch Castle; the viewer who goes online stops by Barnes & Noble or Borders to buy Heat Wave – in both cases, ABC and Hyperion are reaping the benefits. Co-branding is allowing them to reach an even wider audience then they would be able to alone.
In partnership, both companies are growing in popularity – not to mention profits. And we, the consumers, are enjoying immersing ourselves in the life of Richard Castle, through print and images. ABC’s on to a good idea – combining the imaginary and the real into one and the same. What’s next? How about airline tickets to the island of Lost . . .
Tropicana Brighter Mornings
Posted by: | CommentsOn January 8, 2010, Tropicana, with BBDO, brought sunlight to the town of Inuvik, Canada for the first time in 31 days. The Florida orange juice company lit up a helium balloon with 100,000 lumens over the entire town, creating an artificial sunlight. The event coincided with Tropicana’s new campaign “Brighter Mornings for Brighter Days”.
This commerical is inspiring. Being from sunny South Florida, I can’t even imagine what it would be like to live in a place that goes without sunlight for months. The reactions on some of thes people’s face are uplifiting and it brings about such a great feeling about the brand.
Such an awesome idea, and I’m sure Tropicana brightened the lives of people from Inuvik, Canda.
Whopper Face
Posted by: | CommentsBurger King’s tagline- Have it Your Way was brought to the next level when Ogilvy in Lisbon, Brazil set up a security camera and a printer behind the ordering station at the fast food restaraunt. When customer’s gave their order they would take a picture of the customer and put their face on the wrapper of the burger. Very cool!
All the customer’s were surprised and excited when their personalized order came out with their face on it. This was a really cool way to reiterate Burger King’s tagline and philosphy. It gives the customer a good feeling about the company and the food, and puts a personal touch on the fast-food process which is always rushed. In pretty much all fast-food restaraunts you are given a number that corresponds to your order. With the Whopper Face campaign, it puts a personal touch on the experience that I am sure that Burger King’s customers will not forget.
VW PunchBug ad brings a smile to viewers
Posted by: | CommentsWhile saving trees and promoting charities and good causes is all virtuous, I believe that just making people smile is also virtuous. This VW ad, playing off of their punchbuggy fad of the ’60s is a well done, cool commercial that brings a smile to my face and really sheds a great light on VW. I think its one of the best ads VW has ever come out with because it just shows the fun in people.
You think your dog enjoyed car rides before?
Posted by: | CommentsSince this is a social media course, I found this very neat. While playing on facebook, I went to the dogbook I created for my dogs. Then, I noticed at the top of the page a perfectly positioned ad for the Honda Element…. which they have made DOG FRIENDLY!? Of course, being a dog owner, I clicked on the ad which took me to Honda’s website for the Element. What a great concept. They have dog proofed the car with ruber floor mats, and have added a kennel in the back, along with a ramp, a fan to keep your pooch cool, and a water bowl that fits into the car and won’t spill.
This is a great example of how social media can be such a great tool for marketers. I also think Honda did a great job with this concept. In a world that shouts at consumers to demand luxury vehicles… Honda appeals to the consumer’s love for their pets, and their reasonable side. Well done Honda. 
Liberty Mutual: Responsible Advertising
Posted by: | CommentsInsurance is a bland product that usually competes by showing lower insurance rates and a wide variety of discount packages. Geckos and Cavemen are one thing, but Liberty Mutual takes a better more virtuous stance that really gives insight into what the company is all about. The two ads below are two of the best insurance ads that I have seen. The idea of seeing people doing good things and passing it on is virtuous and responsible. I think they do an excellent job.
“Today’s the Day” at JCPenney
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This is an example of using advertising as an effective sales tool while not being too in your face. JCPenney shows their wide range of products without reverting to the cliche “car salesman” technique.
The simple concept of having an item for every room in your house is combined with promoting family values and reminding consumers to stop and appreciate the little things in life. The simplicity of the spot is beautiful and the lack of a voiceover is a welcome change from the usual commercial.
It also uses vignettes from everyday life that the target market can relate to and see themselves in. Using this technique of self-referencing creates an affective involvement with the consumer and helps them to remember the brand.
The virtuous aspect of this ad comes into play with the potential impact it could have on society and family “norms.” This is a great example of how advertising can “mold” society in a positive way. By promoting family togetherness and a general sense of love, this commercial projects a slice of reality that should be more celebrated.
Since it’s the holiday season, maybe this spot will convince you to consider JCPenney’s for your holiday needs. And don’t forget, “Today’s the day” to start living your life, because “Everyday matters.”
Daddy Dearest
Posted by: | CommentsThis is one of a series of media ads that encourages fathers to be a part of their children’s’ lives. Sponsored by the Advertising Council, the US Department of Health and Human Services Administration for Children and Families Office of Family Assistance, and the National Responsible Fatherhood Clearinghouse, these ads were launched coinciding with Father’s Day. The reason this campaign was launched is because millions of children live without their biological fathers and are more likely to be poor, use drugs, experience educational, heath, emotional, and behavioral problems, among other things.
The series of television spots created through this campaign applies to people through humor and depicting a diverse range of family types. I found this ad to be my favorite because the ad depicts a father helping his daughter in ways not many fathers would. The other spots can be seen at http://www.fatherhood.gov/media/tv/index.cfm.
The series shows a diverse range of relationships between father and daughter or father and son. With the popular belief that money equals happiness, this campaign serves to portray the value that family is happiness. The variety of the roles depicted through these television spots also serves to reverse gender stereotypes where the father practices cheerleading with his daughter (commonly believed to strictly be a girls’ activity) or the father makes lunch for his son (believed to be the mother’s job).
One of the main reasons I believe this campaign to be socially responsible is because it wants to fight community evils like theft, drug abuse, educational issues, and much more by showing how father child relationships can make people happier. Yes this campaign mainly endorses father children relationships, but it also serves to encourage healthy marriages. Culture, background, and life experiences all influence consumer behavior and buying decisions. The campaign for responsible fatherhood serves to promote the health and happiness of consumers and their life experiences.
Toll House is Spreading the Love
Posted by: | CommentsHappy Thanksgiving!
Perhaps it’s the holiday spirit, but something about the new Toll House cookie commercial almost moved me to tears, and I think it’s safe to say that was the advertisers intent.
Check it out:
In this spot, Nestle Toll House, a relatively low effort processing and decision-making product is presented as the hero. Since attitudes formed under low-effort processing are often not stored to memory, Toll House uses emotional appeals and unconscious influences to affect the attitudes and beliefs of the target market and aid the consumer in recalling the brand later.
One of the techniques this ad uses is transformational advertising in which the goal is to create an association between the experience of using the product and certain psychological characteristics. Specifically, Toll House is increasing emotional involvement by creating a richer experience with the product as opposed to just highlighting product benefits.
Additionally, Toll House is increasing relevance to the consumer by using self-referencing, a common strategy used to increase the extent to which a consumer is engaged in relating the scenario or message in an ad to their own experiences– such as coming home from college to fresh-baked cookies, or providing yummy treats for a granddaughter’s soccer team.
In sticking with the theme of virtuous advertising, I’d also like to point out the genuinely positive message of “paying it forward” that the commercial uses by creating a chain of inspiration between the actors in the commercial to bake some love and pass it on.
A truly great message and utilization of persuasion theories– what more could you ask for on this day of family togetherness? Now I have something to use as an explanation to show my family what advertising is all about, because we know the inevitable topic of conversation at dinner will include asking me what it is that I am doing/plan on doing in the future.
Gotta love family! Happy Thanksgiving!
Kodak and “it’s time to smile” with “Little Moments”
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http://www.adweek.com/aw/content_display/creative/new-campaigns/e3ifc258f6318477ab031e7a2e66ac2774a
http://www.tradingmarkets.com/.site/news/Stock%20News/2606029/
I saw this new Kodak campaign “It’s time to smile” which is Kodak’s first brand campaign since 2005 along with a couple of interesting articles above talking about it. ”The campaign aims to focus on the moments and relationships that define folks’ lives. The effort is a direct result of the “Future of Reconnectivity” report commissioned by the Eastman Kodak Co.” (Ad Week 2009).
I like this campaign and the whole Kodak initiative very much, because the company is trying to go back to the basic human values of connectivity and togetherness in a highly materialistic society. This campaign reminds me of the Mastercard campaign “Priceless” which was also hugely successful due to the basic values in it. I think that society needs to see ads like that along with the millions of luxury ads we see every day to remind us that there is something else besides products and money – there is family, friends and these magnificent moments we are lucky to spend with them. Thus, I believe that Kodak’s ad definitely breaks through the clutter and consumer notice it due to its emotional connection with the consumers.
Furthermore, I think that Kodak is making a very strategic decision in terms of capitalizing on the trend in society of going back to the family values in the times of economic downturn, which can actually be a critic against the company. And critics will elaborate to say that after all Kodak is also trying to sell products and make money. Although that is a valid argument, Kodak is still doing good to society by reminding all of us of the human values of sharing moments with the loved ones through pictures. And who doesn’t like looking through photo albums with friends and family? Those are the cultural values Kodak is promoting which definitely places Kodak on the list of socially responsible and ethical companies.
What do you think?
