Richard 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 . . .
Subaru Sponsors NBC’s Green Week
By · CommentsFor most all consumers, the process of choosing among the numerous car brands and models and ultimately purchasing a car is a long one, which entails lots of information search, due to the high financial risk inherent in spending thousands on a car. Thus, although single car commercials are regarded as relatively weak in changing consumers’ attitudes, the collective force of all the commercials created for each brand is moderately powerful in helping to shape the brand image in consumers’ minds. The average consumer usually uses both cognitive and affective decision making when purchasing a car, with cognitive ultimately playing a more dominant role. Therefore, the attributes that advertisers highlight in commercials for cars can influence how consumers categorize different brands in their memories, which can then play a role in their decision-making process when the time comes for them to purchase a car. Acknowledging that car commercials do affect consumers’ consumption, be it in the near or distant future, the sponsorship of NBC’s Green Week by car manufacturer Subaru has major implications for viewers of NBC prime time, as well as NBCU-owned cable networks CNBC, MSNBC, NBC News, NBC Sports, SciFi Channel, Sundance Channel, Bravo, USA, Syfy. Part of its “Green is Universal program”, NBC’s Green Week is a two-week initiative which airs twice a year, during which green topics are integrated into the network’s shows. Though critics may call it a grand marketing scheme, Green Week does in fact do a lot of good. The integration of “green” storylines and topics into most all of the network’s programs – which represent a substantial group when all of the cable networks NBC owns are taken into account – at the very least raise awareness among TV viewers of “green” issues. As consumer behavior tells us, the first step to changing attitudes is to have the information be perceived, paid attention to, to then have consumers be motivated, able to, and have the opportunity to change their attitudes.
The sponsorship of Green Week by Subaru (as outlined in an article on Adweek.com), costing the car manufacturer a rumored $10 million, raises concern for future sponsorships of Green Week, or similar social issue initiatives, due to the effectiveness of the commercials as seen by the direct increase of likelihood of exposure. NBCU created the commercials for Subaru, which feature environmentally conscious Subaru owners, and seamlessly integrate the commercials into the beginning or end of the commercial breaks by somehow connecting the copy or dialogue used by the Subaru owners to the given NBC-owned network on which the commercial aired. Consumer behavior tells us that such a tactic can increase consumer’s exposure to a commercial for consumers will be more likely to watch a commercial at the beginning or end of the commercial break, as well as thinking the commercial is part of the show if the network’s logo is incorporated into the visuals. Subaru also benefits by being one of the few car manufacturers sponsoring Green Week, not allowing consumers to compare similarly environmentally-friendly car models manufactured by competing brands. In these Green Week commercials, Subaru frames its brand of cars as “environmentally-friendly,” specifically around the goal-derived category held by a growing number of consumers of decreasing their ecological footprint. By priming the “green” attributes of its cars in these commercials, which are so ingeniously integrated into a number of NBC’s extensive line-up of shows, Subaru frames its brand as being superior in that frame of mind (environmentally-friendly). Though the Toyota Prius has developed such a strong brand image as an environmentally friendly car, as well as the Smart Car, Subaru clearly foresees a stronger brand image and ultimately increases in sales – legitimate ends to justify the means of spending millions on this sponsorship. Subaru’s sponsorship of Green Week is an incredibly genius move by all those involved in its brand development and media planning. As media planners are constantly being forced to craft new ways of reaching consumers through ever-evolving mediums, this sponsorship is genius in both the increase in likelihood of exposure of consumers to Subaru’s Green Week commercials, as well as creation of a strong brand image in alignment with this green initiative. Consumers are lazy and do not pay attention to details, so merely seeing the Subaru logo as they fast-forward through the commercials of a program during Green Week can create the association between Subaru and their goal-derived category of “environmentally-friendly”.
The subtle yet important issue of responsibility herein is the agenda setting employed by Subaru of aligning itself with a green initiative to be associated with consumers’ goal-derived category of “environmentally-friendly” or similar associations in consumers’ minds. The sponsorship of Green Week has, according to an NBC analysis of Nielsen IAG data, brought Subaru increased recall of commercials by consumers, speaking to the effectiveness of the advertisements run during Green Week. Subaru therefore has a great responsibility to deliver on the brand image they are building so effectively through their Green Week sponsorship. Though one would hope that NBC conducts rigorous research in its selection of sponsors for Green Week to select those who are in fact “green,” it is possible for sponsors to be chosen due to greater financial offers to the network rather than on truly being “green.” This year’s Green Week sponsors all seem to practice what they preach in terms of employing “green” practices to be worthy of “green” images. But there lies a possibility for deception of consumers in similar initiatives by other networks or perhaps other companies outside the media world through sponsorship thereof by sponsors who do not truly deserve the “ruboff” the initiative’s image will have on their own brand image. This has major implications for consumers, who very well may make consumption decisions based on the associations they form about sponsors of initiatives like Green Week and “green.”
A link to one of the Subaru Green Week commercials posted on Facebook:
http://www.facebook.com/video/video.php?v=146365342077961
A PSA airing during Green Week:
Who Framed the Hickenlooper Ad?
By · CommentsIn the wake of a hot mid-term election, pundits and advertising professionals are in the midst of evaluating the myriad of political advertisements generated for this year’s campaign season. Though attack ads dominated the airwaves yet again, governor-elect, John Hickenlooper, took a different approach with his campaign messages.
Bucking the attack ad trend employed by candidates across the nation, Hickenlooper vowed to run a “clean campaign” that touted job creation and economic development. According to Hickenlooper, “With all the challenges we face, Colorado needs a governor who brings people together to create jobs and cut government spending. Pitting one group against another or one part of Colorado against another doesn’t help anyone”. Hickenlooper’s refreshing campaign tactic provides advertisers with a cogent example of how decision framing can influence the decision-making process in high-effort situations.
When preparing for Election Day, voters are highly motivated to learn more about the candidates to ensure that their selection meets their goals, attitudes, and values for the next four years. Furthermore, the voter’s ability and opportunity to process information is also high. As a result of a voter’s increased motivation, ability, and opportunity (known as MAO) to process information, voters put a lot of effort into deciding the ideal candidate for political office.
Though candidates utilize a variety of messaging tactics, political advertisements influence a voter’s decision to include a candidate in his or her consideration set. Six gubernatorial candidates sought election as the governor of Colorado. Because Coloradans faced a variety of political options, a candidate’s main objective was to be included in a voter’s consideration set. A consideration set is a subset of top-of-mind items that are evaluated when making a choice. Consideration sets allow items to be easily recalled, compared, and evaluated when making a decision. If an item receives a lot of attention, people are more likely to select it. In the Colorado gubernatorial race, voters were more likely to include Hickenlooper in their consideration set because of the amount of attention his campaign received.
But the question remains – how does a voter determine the selection criteria that will help develop his or her consideration set? The relevance and importance of decision criteria depend a variety of factors that includes a voter’s goals, the decision timeframe, and how the decision is framed or represented.
Decision framing is a tactic used by political advertisers that help shape a voter’s decision. Decision framing is the initial reference point, or anchor, in the decision process. In his campaign, Hickenlooper’s anchor was integrity. Through his “clean campaign” vow, Hickenlooper cast a positive light on his campaign and assured voters that his messages were going to be about the campaign and nothing else.
Although framing can be utilized in a variety of ways, most political advertisements rely heavily on high elaboration and framing in the context of gains or losses. For example, a political message that highlights a gain could be phrased, “Vote for Jane Doe because she will increase jobs by 5% in the next four years”. A political message that highlights a loss could be phrased, “Vote for John Doe to avoid the harmful effects of Jane Doe’s tax polices”.
The use of positive or negative message frames depends heavily on a candidate’s competition and the voter’s attitude toward the candidate or the candidate’s campaign. However, based on consumer research, individuals are less likely to choose a candidate that employs negative message frames with high elaboration because they conclude that the tactics utilized in the message are unfair. In light of this research, attack advertisements that employ negative message frames and high elaboration remain controversial because the message’s efficacy is suspect.
Consumer behavior research also indicates that messages framed in terms of gains are more persuasive when people are in a bad mood. The inherent nature of attack ads incites frustration and negative attitudes amount voters. Therefore, candidates who want to take the high road should consider positive message framing when the political advertising landscape becomes mired in attack ads.
When his competition started to use attack ads, Hickenlooper’s campaign capitalized on positive message framing. Because most attack ads make voters uneasy and frustrated, Hickenlooper emphasized gains in his messages and elaborated upon ways he would create jobs, cut government spending, and bring people together. As a result, Hickenlooper’s advertisements garnered substantial media attention and ultimately won Hickenlooper the election.
In his opening comments at a “get out the vote” house party, Hickenlooper acknowledged the power his “clean campaign” advertising frame had over on the voter’s choice. Hickenlooper explained that, “When you attack a product or a candidate, you dismiss the people that support the candidate. You can’t always win them back”. Because consumers face a number of decisions in high-effort situations such as political campaigns, decision framing helps voters easily identify information that is important to their choice of a political candidate. Perhaps Hickerlooper’s victory will substantiate the viability of positive message frames in political advertising.
Social platforms like Groupon are advocates for collective consumerism but are their marketing attempts socially responsible?
Groupon has been named as the fastest-growing company ever by Forbes magazine. Their company is based off the premise of collective groups partaking in discounted shopping to create higher revenues for featured businesses. It relies on the social aspect of its service. Everyday subscribers are emailed the chosen limited-time bargain in hopes that enough subscribers will purchase the deal to “tip” the offering (cause it to go into effect). The company is very much reliant upon viral pass along for its success. Like word of mouth this is one of the most effect marketing strategies. It creates the opportunity for people to choose to participate or not in a financial deal that is as easy as the click of your mouse. It is easily accessible and cost the consumer nothing if they don’t participate. Their marketing strategy is genius. Seems flawless right? But I wonder if this type of advertising plays on the vulnerability of consumer’s decision-making processes.
When making high-effort decisions consumers can be affected greatly by a promotions perceived time limits or how they are framed. Pressuring a consumer to make a decision under a time limit can lead to low-level construals. These elements are focused on the immediate. In this example the immediate is the discount the consumer is receiving. It can also be framed in high-level construals that focus on the future. These purchases may be immediate but they are for used for future purposes. Groupon plays on the perceived risk that consumers will miss out on a great deal. They also emphasize the importance of group consumerism. It is up to the subscribers to purchase enough to make sure the deal goes through. If not enough people participate then the offer is off the table for everyone. This doesn’t seem to be a problem for them considering that 95% of daily Groupons “tip.” Are these marketing strategies socially responsible? On one hand it is promoting the collect buying power of consumers. Individuals can feel part of a movement that benefits a thriving company in need of promotion and financially gain discounts for things they might already be planning to spend money on. Might is the key word. Consumers could also be feeling pressured to make purchases they might not otherwise make because of the emphasis of a GREAT deal and social activism.
Groupon also creates an obstacle for the comparison type consumer. The simply formatted deal that appears in your email box every morning gives you the essential information needed for the decision. It doesn’t elaborate into this big selling ploy therefore making the decision to buy very easy. It doesn’t however led way for easy product comparison. This can help or harm the company. The consumer wont be bombarded with comparative advertising that might make them choose another option but they are also not allowed the comfort of knowing they made the right purchased based on all the factors. Consumers are given a day to take it or leave it.
Companies like Groupon are also infringing upon agency business. They have basically cut out the middleman and built marketing directly into their product. Individual consumers and companies rely on advertising agencies to sift through the clutter and present them with the best options and support of those options. If we have business that present the options for themselves there might be less of a desire to seek out more information which cant create for poor consumer decisions. The opposite is true that it could create for more product credibility because if the information is coming directly from the product the chances of perceived likelihood might be lowered. With an agency the advertiser can be blamed. With out the middleman the blame falls directly on the company potentially making for better business practices by companies.
Groupon: promoter of great social activism and collective buying power that creates unity among consumers or exploiter of the discount seeking customer?
References:
http://www.adweek.com/aw/content_display/news/digital/e3ie4f24b85cbd4c811b65148cd8af82f38
http://jordanballacm.blogspot.com/2010/10/groupon.html
Featuring Disabilities in Advertisements
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Images of women portrayed in advertisements are continually causing controversies in the industry. We frequently see images of beautiful women all of whom where a size zero and are near perfection. As viewers we are rarely exposed to image of the “average” woman in advertisements. Recently, however, advertisers have been making great changes in order to depict a more realistic female portrayal in order to form a better relationship with consumers. By establishing a positive relationship, advertisers will be able to increase consumers recall of these specific brands from memory. However, although there has been a great effort by advertisers to depict both men and women of different sizes, ages, ethnicity, etc., very rarely do we see advertisements featuring people with disabilities.
In an article published in AdWeek, titled “Freak Week: Women’s Studies,” author Tim Nudd emphasizes the stir that arose from an advertisement in Belgium which featured graphic designer, Tanja Kiewitz who is missing the lower half of her left arm. Kiewitz quickly became extremely popular after appearing in a disability-awareness advertisement for Cap 48 which is a play off of a previous Wonderbra poster. The previous advertisement featured a photo of model Eva Herzigova with the headline reading “Look me in the eyes…I said in the eyes”. The same headline was shown in the PSA advertisement made with Tanja Kiewitz. This ad, however, was not made with the intention to sell lingerie but rather to emphasize the idea that people with disabilities can be sexy, attractive, and normal human beings.
Despite the fact that Kiewitz has a disability, she is still portrayed in a very sensual manner in the advertisement which demonstrates that people with disabilities can be sexy too. Kiewitz stated to the GlobalPost that people often believe that handicapped people “don’t have a personality, that they are strange people”. Through her portrayal in the Cap 48 advertisement, Kiewitz made an effort to display that she is a beautiful, sexy, woman, and that her handicap is secondary. In her interview she also mentioned a need for more advertisements to portray people with disabilities. She makes a point to question why the advertising industry does not have more people in wheelchairs speaking on TV, or anyone with a handicap for that matter.
This advertisement brings up some interesting points regarding the portrayal of people in advertisements and leads to many implications for advertisers. The industry today has a focus on upholding responsible standards, yet there are no advertisements featuring people with disabilities. The Tanja Kiewitz advertisement has gained a vast amount of attention simply because something like this ad has never been done before. In an effort to promote more responsible advertising, the industry should create more advertisements similar to this one. In doing so, companies will receive positive attention from the public and will be able to increase the recall of their brands.
I believe that the use of advertisements similar to this one will be extremely influential in the advertising industry and will be viewed positively by the public. This gives advertisers the opportunity to reach out to more people and provides a way for them to gain consumer attention. The CAP 48 PSA advertisement quickly became a symbol of encouragment and inspiration for all. Despite Kiewitz’s handicap, she is portrayed as a powerful women who is making a statement about the need for change in the advertising industry.
We have seen a recent trend in advertising leaning away from the stereotypical size zero woman as typically portrayed in ads. Advertisers are now incorporating women of different sizes, ages, and race. The next step for the industry may be to include portrayals of people with disabilities similar to the Cap 48 advertisement. Based on the popularity of the Cap 48 ad, similar advertisements may encourage consumers to become more engaged in products and brands. Through the introduction of these advertisements, the industry will promote more socially responsibly advertising and in the end gain positive recognition by the public.
References:
Nudd, Tim (2010). “Freak Week: Women’s Studies.” AdWeek
http://www.adweek.com/aw/content_display/news/agency/e3ilc1499752deb3a603a094ab292fc2286
On the Road to the Emerald City
By · CommentsThe General Electric’s “Road Trip” commercial by BBDO New York is a clear and clever example of how the institution of advertising reflects society’s consumer trends and goals. Currently, there is an active movement towards eco-friendly lifestyles and therefore by design, corporate social responsibility. According to an article in AdAge by Bob Liodice, while this is vastly argued, exhibiting corporate social responsibility supports both the consumers’ agenda to do good and benefit oneself as well as the company’s agenda to profit. Liodice supports this argument with GE’s revenues for the Ecomagination program increasing over 20% in a year’s time, which is ever growing. Ecomagination was designed to build up consumer awareness of how the company works to improve the environment through renewable energy and reducing carbon emissions. This ad for GE’s Ecomagination with a tag-line of “Imagination at Work,” illustrates what GE is doing to encourage and contribute to the eco-friendly movement prominently associated by consumers with the electric-car. This coalition helps push the message presented in the ad by personifying the car’s goals and saying GE watt stations are “going to change the way we get to where we all want to go.” Even within the context of this singular statement one can infer the juxtaposed meaning of literally where we want to go as well as where we want society and the green movement’s influence to go or endure.
This ad influences consumers through various consumer behavior specific tactics in, including but not limited to: attention and motivation driven through relevancy to the audience and society. According to Hoyer and MacInnis’ text Consumer Behavior, to capture consumer attention–which is noted for being limited, divided, and very selective–this ad is relevant, pleasant, surprising, and easy to process. Relevancy to the consumer is clearly seen in the message illustrating the importance of using energy sufficient vehicles. The ad is viewed as pleasant, which can be attributed to certain aspects such as the music (“I’m Glad I Hitched My Apple Wagon to Your Star” by The Boy Least Likely To) and the portrayal of young hipster attractive people, which can be construed as a reference group depending on the target audience. The ad is also surprising by nature solely based on the innovative product being showcased and the breadth of locations with the implemented watt stations. Finally, the ad is easy to process because it is simple, has a clear message, and presents contrasting visuals between the novel product and its environment. Without having captured the consumer attention, motivation (which is critical to the message) is impossible.
General Electrics is already established as a well-known brand, which is positively associated with its programs such as Ecomagination supporting the consumer and corporate agendas. Therefore, the consumer has established a positive brand familiarity that builds credibility for the brand image, meaning, and actions. Also increasing credibility is the fact that this ad is an information based message not asking the consumer to buy something, but rather simply to get involved in addressing the needed change between the actual state (current environment) and the ideal state (healthier environment). This in itself increases the perceived consumer effectiveness, which is supported by the classical liberal tenant of quietism stating that as self-focused consumers we want a benefit (making a difference) before entering in consumption. The benefit or perceived effectiveness stimulates the viewer to actively inquire more about Ecomagination via the website call-out strategically placed at the end of the segment. This further outside research, seen in the classical liberal tenant of intellectualism meaning that the viewer is an active rational consumer, expands the message’s influence from that of solely the advertiser and brand on the consumer to the consumer on society as a whole because their intrinsic role as an newly educated consumer to spread the message and further the cause or movement.
Overall, as seen by the example of GE’s Ecomagination ad, corporate social responsibility can positively influence the corporate agenda to profit and maintain sustainability as well as the consumer’s agenda to fulfill needs, values, emotions, and goals for the self and one’s environment. As James Datri, president of the American Advertising Federation, said during the recent ExxonMobile Lecture Series at Southern Methodist University, “doing good is good business” for all parties directly and indirectly involved.
References:
http://adage.com/cmostrategy/article?article_id=143323
Simplicity in Romantic Google Ad
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Google has almost become a verb in our daily culture when referring to how someone found information: “I Googled it.” Even in the last decade, how consumers search for information has drastically changed. Today, our consumer-driven culture is notoriously lazy in decision-making and relies more and more on Internet sources for accessing information. This transition relates to one of the most important factors that affect consumers’ search process: time availability. Google has transformed a core issue that consumers have limited time constraints to process information and helped decrease that internal struggle. Nowadays, consumers can search for relevant information on their laptops and even smart phones within seconds.
Consumers are now seeing the option for products and brands through websites, facebook pages, blogs, and even twitter. Our society now faces the problem of having information overload. What this means is that consumers can be overly saturated in the amount of information that they see in their daily lives, as well as the large influx of information overload that consumers are able to access. An example of online processing and simplifying external search, is shown in a successful advertisement titled “Parisian Love,” that Google ran during this past February’s Super Bowl.
Google is not known for doing heavy television advertising. However, Google decided to take an ad that was originally created for online viral viewing and run it during one of the cheaper slotted times at the Super Bowl. The ad proved to be overwhelmingly successful among viewers and yet was one of the cheapest advertisements run during one of the most watched television airing times for our nation. One of the benefits that Google embraces not only as a company but also in this specific advertisement, is their mastery of salient attributes. Salient attributes, or top of mind attributes, are those that consumers think of initially when searching for information. This advertisement shows that when searching for, “cafes near Paris,” the most relevant attributes will appear first. The advertisement shows the successful progression of how easy it is for consumers to search for information through the Google website. This is important for advertising campaigns because it tells companies that enhancing and highlighting their brand and product’s most important characteristics, will allow for those to be found more easily through online searching. This also allows for companies’ product attributes to turn from just attributes in consumers’ minds to salient attributes.
This specific advertisement that Google ran during the Super bowl, not only shows that product attributes are important for advertisers to emphasize, but also shows how a simple and honest message can be well received by a target audience. Many times Super bowl advertisements are flashy, cutting edge, and exciting. This ad was able to break through the clutter of the traditional Super bowl advertisements by displaying a message of simplicity. This is inspiring to advertisers because it shows how great advertising does not have to always be costly. This advertisement was able to influence society because it tugged at people’s internal emotions by depicting a romantic story through words. The music in the background is simple in its beat and allows viewers to really focus in on the words that are being displayed on the screen. At the end of the message, it has viewers with an, “aww,” feeling of happiness with a grin on their faces. By displaying such a successful advertisement that enhances their company’s simplified online processing, this persuades consumers to use Google’s online processing tool since it shows such a pleasing individual story in this specific advertisement.
This advertisement for Google shows how important external searching for information is for persuading consumers and how affective Google is at executing that. It affects not only our society but also the advertising institution by showing how advertising can be done in a simple way that can emotionally move consumers. What this successful advertisement proves is that there can be more affective ways to get consumer’s attention rather than displaying flashy and exciting advertisements. One of the key aspects of this advertisements was how important online processing and external searching is for individuals in all different stages of life. More advertisements should be influenced by this Google advertisement and convey simple messages along with simple ways for consumers to search online for more information.
Sweet Holiday Memories… And a Coke.
By · CommentsAs October draws to a close and the trick-or-treaters make their last-ditch, mad grab at whatever remains of the Halloween candy, we (as consumers) know it’s coming. We can feel it…
Of course I’m talking about the annual, November 1st roll out of the holiday decorations and marketing material. From here on out it’s going to be nothing but evergreen wreaths, twinkle-lights and jolly men in red suits charging twenty bucks for a picture with the kids. And while some still manage to be enamored with festive cheer, most of us with ages in the double digits just bristle and steel ourselves in preparation for the onslaught of the holiday hustle and bustle, green and red price points, the must have items of the season, and two dozen of the same pop-singer-reengineered carol songs on repeat in every retail outlet. Tis the season for yuletide consumerism and its full swing, (Santa) baby!
However, I must digress from my traditional holiday humbugging to mention the one thing I do look forward to: the ads. This small stretch of the year between November and December has managed to produce some fairly iconic advertisements and commercials over the past decades. So much so, that some are even pulled out of the vault, dusted off and re-aired annually to inspire a sense of nostalgia in the consumer. For example, and my personal favorite, the Hershey’s Kisses holiday bells.
For others it’s the one where the M&Ms have a run-in with Mr. Claus resulting in Red and Santa fainting in shock. But I think for most of America, through-out the years, it’s always been the Coca-cola classic Commercials that are anticipated.
Starting in the 1920s with the iconic tin signs for Santa drinking a Coke Classic, Coca-Cola has established themselves as a brand with an annual holiday campaign, chalk full of memorable images and characters. As the years have rolled on, some of the other noteworthy holiday ads include the Coca-Cola Trucks in the 80s and of course most recently the Polar Bears (and subsequent penguins) campaign that’s been the Coca-Cola Christmas staple over the past handful of holidays.
This, in my opinion, is a great tactic because Coca-Cola Classic has not only managed to further their brand image, but establish long-term memory recall in the consumer base. When you think about it, the Coca-Cola commercials have, in some ways, woven themselves into the autobiographical memory of their target by purchasing key media slots so that the iconic commercials are seen during the seasonal, family get-togethers, traditional holiday parades such as the Macy’s Day, and of course on Christmas eve.
This year, Reuters is reporting that the brand is going to step away from the polar bears they have recently depended on. This year, Coca-Cola has partnered with the musical group “Train” and aim to produce a song akin in fame to the “I’d Like to Teach the World to Sing” campaign that ran in the 70s. They are banking on, if the song is a hit, to have audio memory recall of the brand whenever the song is played (on their commercial OR on the radio) in hopes that such a substantial recirculation and repetition will lock Coca-Cola in the #1 awareness slot of the consumers mind.
So, now the question is, since Train is a pre-established band that has a history of declining CD sales, will this go down in history as another Coke holiday hit? Or will it be an ill received, flash in the pan ad when compared against the likes of the classic polar bears? Only the iTunes download numbers will tell.
BP: Taking Responsibility or Polishing Up Public Image?
By · CommentsThough it seems like a distant memory to some, the fiery demise of BP’s Deepwater Horizon drilling rig occurred only six short months ago. Within this six-month time frame, BP has experienced relentless criticism from a surfeit of media, politicians, and Americans. (See: South Park’s interpretation or President Obama’s candid reaction)
Unlike the Exxon Valdez, BP faced a media landscape that disseminated information and images in a matter of seconds for the whole world to see. And while the Deepwater Horizon oil well was successfully capped in mid-July, enduring images of 4.9 million barrels of oil blanketing beaches, wetlands, and the ocean are engrained in the minds of Americans. Who could forget the oil-soaked pelican on the cover of Time magazine? Or the outraged shrimp boat captains advocating for financial assistance on the nightly news? The BP oilpocalypse is an unshakable memory.
In an effort to reshape public perception, BP spent $93 million in corporate advertising between April 2010 to July 2010 to inform Gulf Coast residents about the recovery effort. From a YouTube channel (with 5.8 million plus views to date) to national TV commercials, BP’s expansive Make It Right campaign delivers messages about the steps BP is taking to restore and revitalize the Gulf Coast in the wake of the oil spill disaster.
Initially, the campaign featured former BP CEO Tony Hayward assuring the American public that BP was taking responsibility for the spill by responding to claims at no expense to the American tax payer. However, the campaign quickly shifted its focus after heavy criticism about the message and the disgraced CEO.
Is it any coincidence that BP’s new messaging strategy incorporated iconic images from the spill? BP’s strategy is smart – reframe public perception by allowing the public to reinterpret BP’s role in the oil spill tragedy. In the BP Make It Right Wildlife commercial, Time‘s oil-soaked pelican is oil free and released into clean waters. In the Mississippi Fishermen message, the angry fisherman is happy once again and open for business. BP enhances the reinterpretation of their role in the disaster by recirculating the same message through a variety of different advertisements and vehicles that reinforce BP’s agenda – “BP has got to make things right and that’s why we are here”.
Once the well was capped, media coverage of the spill evaporated quickly. As a result, BP uses these messaging vehicles to improve the view of the organization in the eyes of the American public and company shareholders. The Make It Right messages provide insight into how BP continues to improve lives in the Gulf Coast area long after the TV cameras and journalists return to their news desks.
Yet, are these messages necessary? Does a $93 million campaign justify the means?
Some may argue that BP should be syphoning advertising dollars into the bank accounts of those impacted financially by the spill. And though this is a valid argument, BP must generate revenue in order to pay the hefty price of their transgressions. The mismanagement of the crisis in the early months of the spill is indefensible, yet the steps BP is currently taking to “right their wrongs” should be commended. If deemed a success, BP is faced with a unique opportunity to parlay this initiative into a model to follow for future crisis communication advertising.
Though the line is thin, BP has to take responsibility for the spill in order to polish their public image because the implications of this campaign are crucial to BP’s future success. After all, memories are powerful predictors of future behaviors.
If you visit the Ad Council’s website you know what to expect; a page explaining the mission of the organization, information on how you can get involved with their programs, educational resources that can be helpful for both parents and teachers, and the prerequisite “Make a Donation” page that you’ll see on every non-profit website. What you don’t expect is a trip back to you childhood and adolescence.
Within the Ad Council’s Campaigns section, there is a page of historic public service campaigns that those of us living in the US during the 1980s and 1990s will never forget. In looking through these campaigns the thing that struck me was how each of them not only delivered a message, but also how vividly those messages reside in our memories. The campaign examples listed below were so powerful in their execution that a mere image can recall not only actual commercials, but also the message they conveyed. You will most likely recognize the campaigns before playing the video:
We remember seeing these ads as children. Sure, we may not remember exactly where we were the first time we saw them, but they made such an impact that the images and messages are branded in our memories. They reside in our autobiographical memory as part of our past experiences and ourselves. Even if we cannot relate these campaigns to a specific episode in our lives, they still reside in our long-term memory. This is significant because of the millions of ad messages the original audience for these campaigns has seen since then, there are few that we can recall quite as easily. What’s even more significant is that these ads weren’t meant to sell a product or service. They were produced for free in hopes of having a positive effect on society. These messages not only achieved their goals of public awareness and action, but also have had continued influence beyond their years.
So what was the key behind these ads’ success? What made them became embedded in the culture of America? With Vince and Larry, the Crash Test Dummies, the campaign walked a fine line. On one hand it started to evoke an emotional response from seeing the results of not wearing a seatbelt, but at the same time, it was artificial and humorous enough to still appeal to children. The humorous dialogue between Vince and Larry and the play on words used as taglines, “You could learn a lot from a dummy. Buckle your safety belt,” and “Don’t be a dummy. Buckle your safety belt,” helped to offset the negative response some consumers have to ads that evoke too much fear or discomfort. Additionally, the use of an actual crash test dummy, paired with the taglines acted as a redundant cue to reinforce the message of the ad. With the “Friends don’t let friends drive drunk” and “This is your brain on drugs” campaigns, the imagery as analogies (of glasses crashing as cars might and the frying egg symbolizing the effects drugs have on your brain) used in both campaigns created such an impact in the minds of the viewers that at the height of these campaigns, few could crack an egg or make a toast without being reminded of the ad messages. In these cases the imagery used to convey the messages became a retrieval cue for the memory to recall the messages.
In looking at these campaigns I wanted to see how today’s PSAs stand up to yesterday’s standards. It’s not often today that you hear discussion about anti-drug campaigns even when working in the advertising business. This is likely because many of today’s PSAs take a much different approach to relay their message. We’ve already seen discussions on this blog about how some PSAs have gotten lazy in their creative and turn to violence and shock value in an attempt to get consumers’ attention. Many of today’s PSAs, especially with regard to the anti-drug campaigns, are using such shock ads featuring excessive violence or graphic images in an attempt to garner attention. See example below:
While this ad definitely evokes a strong emotional response, it’s certainly not an image that we as viewers want to retain in our memory. In this instance, the images may be so disturbing that the viewers retain them in their short term memory, but are so appalled, that they avoid rehearsing this image in order for it not to embed in their long term memory. Some argue that today’s messages use such strong images to break through the clutter of the thousands of messages to which today’s consumers are exposed. Conversely, how effective can a message really be when the viewers not only can’t, but don’t want to recall the message. In my opinion, this makes for an ineffective campaign. If put into a situation of being offered cocaine (the drug used in the ad), a young person is not likely to recall this message when considering his or her choice.
Others PSAs are using dramatic portrayals in “slice of life” style ads to illustrate the dangerous effects of drug use. These are designed to incite a strong emotional response from viewers, but without the ill effects of graphic images shown in the ad above. I think that these can be effective. Because they make the viewer consider what their lives may be like if they were to allow themselves into those situations, however, nothing particularly memorable struck me in watching any of these PSAs. Perhaps the most successful, in terms of memory and message retention, that I viewed is an anti-heroin ad that was released four years ago:
This message is effective for multiple reasons. First and foremost, it uses an egg to represent your brain and a frying pan to illustrate the effects that drugs have on your brain. This acts as a retrieval cue for those viewers who have been exposed to the 1980s anti-drug campaign. The original campaign was so effective that it lead to strong trace strength in our semantic network from the egg and frying pan to an anti-drug message. However this ad takes those images to a new level, illustrating not only the effects of drugs (represented by the frying pan) on your brain, but also on various aspects of your life, including friends, family, job, etc. This ad illustrates very effective use of memory and retrieval, but builds to add other associations in our memories to increase the effectiveness of the original campaign. In taking a technique that had proven effective, this ad was able to build on an existing memory and strengthen its message. It’s not to say that I believe that today’s PSAs are ineffective, but in terms of the messages achieving their goals of public awareness and action, and continued influence beyond their years, it may serve today’s creative’s well to take a cue from the past.
