cmeadvertising15

Wednesday, June 12, 2013

Week 11; Final Post

This class was one of my favorite classes this quarter. I’ve learned a lot in this class about advertising, the business, and interesting information. I enjoyed the type of teaching methods that were used in class. I never became bored once in class. I was always interested what was being said weather it was about advertising or other interesting facts that were happening. I enjoyed each class and learned many new things each class period. I got a better understanding of the advertising industry and how it works. I’m glad I was able to get an understanding because this is my major and I will be working in this advertising industry. For this I’m grateful for having an instructor who knows what he is talking about and a clear understanding for himself. This is an excellent class for everyone to be required to take. Everyone in the creative industry should have some type of understanding of advertising. This can do anybody good for their future careers.

Wednesday, June 5, 2013

Week 10 EOC

The advertisement I enjoyed the most from the documentary was the last one they showed with Michael Jordan. I think this ad has a powerful impact for Nike. It’s an ad that can relate to everyone. “I've missed more than 9000 shots in my career. I've lost almost 300 games. 26 times, I've been trusted to take the game winning shot and missed. I've failed over and over and over again in my life. And that is why I succeed.”

Interesting story behind how Michael Jordan partnership with Nike. All he wanted to wear were Adidas. Michael did wear Converse at North Carolina because the coach was getting paid $10,000 a year for his players to wear them. But Adidas wasn’t giving him the offer at the time. Nike was a fast-rising star. The company's revenue went from $28.7 million in 1973 to $867 million by the end of 1983. But things had started to turn on them toward the end of the year. In February 1984, the company reported its first quarterly loss ever. The Olympics in Los Angeles that summer provided a nice morale boost -- most notably, Carl Lewis won four gold medals in Nikes -- but there wasn't an immediate translation in sales.

In 2012, the Jordan brand sold $2.5 billion worth of shoes at retail, its best year ever, according to market retail tracking firm SportsOneSource. Air Jordans made up 58 percent of all basketball shoes bought in the U.S. and 77 percent of all kids' basketball shoes. Most of those kids didn't even see Michael Jordan play.

Wednesday, May 29, 2013

EOC Week9: Creative Content

For my creative content I will be creating a video commercial for my Rouge in Love product. I used to be a film major and thought this would be the perfect choice for my creative content. A friend of mine, a current film major, will be doing the shooting for me. I myself have written the script, will be directing and editing. My partner has also come up with the screen shots we will be using.

In the video we will have a girl sitting on grass. Of course she will cute and will be dressed in a trendy summer outfit. As well as she will be wearing the Rouge in Love lip color. As she will be sitting on the grass she will have a flower in her hand. With the flower in her hand she will be picking the petals off the flower. As this is happening there will be a voice over with “ he loves me, he loves me not, he loves me, he loves me not……… “ Last petal picked off “ He loves me”. During all of this the camera will mostly be focused on her lips with the flower close by her lips. Following by product and slogan, the “ Stay in Love, With Rouge in Love”

The video will have a great amount on contrast color to make the lip color pop and to stay focused on the lip color. This video will probably last about 12 seconds.

Analysis of Project in the Real World

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Rouge in Love; Stay in Love

When you use one thing to identify another, especially an attribute of that thing, that is a metaphor—for example, fire is a metaphor for hot sauce in particular contexts. (CH5 pg 81)

My product is Rouge in Love lip color by Lancome. It is a long wear lip color. “Stay in love” will be the slogan for the product. The tagline is the catchphrase that conveys the brand or group's benefit or spirit and expresses an umbrella theme or strategy for a campaign or a series of campaigns; it also is called a claim, end line, slogan, or strap line. (Ch6 pg 102) Since the lip color is long wear I thought “stay in love” would work perfect for the product. The product is called Love, with that being you want the product to last long, meaning you want to stay in “Love”. In the premiering advertisements coming along Rouge in Love will portray actually staying in love. I wanted to

--> Identify an emotion that people will feel when connecting with the brand or group(ch. 2 pg 20). In order to do so you need to -->connect ideas and images to make a point or to express a function or emotion. ( ch5 pg77). When you use one thing to identify another, especially an attribute of that thing, that is a metaphor—for example, fire is a metaphor for hot sauce in particular contexts. (CH5 pg 81).

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Competitive Analysis

The more people work with a brand, the more those people will use as well as feel loyal to that brand. (chapter 1 pg 120). There are a number of competitors in the cosmetic world. They all have their own long wearing lip colors. Keeping our customers loyal to Lancome products is the goal. Target competitors include Mac Pro long wear lipstick($18.00), Estee Lauder Pure Lip Shine($25.00) , Rouge Allure ($34.00), Yves Saint Laurent Rouge Volupte Shine lip color ($34.00) just to name a few in the market. Since Lancome sells a wide range of products, to get the customer to use Rouge in Love all you need to do is to get them to use any other product from Lancome. Figure out the one product they need that has a use to them first then bring them towards Lip color.
The brand idea is based on an insight into the audience that makes the brand relevant to them. It must exemplify something—tangible or intangible—that people find compellingly relevant to their lives. (ch 4 pg 53).
All competition lip colors have similar qualities and benefits. They are all from the line of long wear. They all have the same length of staying, eight hours. All lip colorsr include to have shine and hydration. They come with a different scale of prices ranging from $18.00 with Mac to $34.00 with YSL and Chanel. The price is not a problem with the competition. If the customer is buying higher end department store cosmetics in the first place then that is not a problem for competition.
The competition to Lancome has promotions throughout the year. They have different promotions with a gift with purchase about twice a year in different stores. When Lancome is not in a gift with purchase we will be promoting free consultation and makeovers. To get Rouge in Love out in the market for people to try we will offer to try it for free. The customer may come in for something totally different than lip color but we will suggest different products for them to try while they are there. After trying Rouge in Love they can decide if they fall in love with it after seeing the benefits from the product. We would like to get the product on as many people as we can before they walk out the door. The more people we can get the product on the more customers we can get to come back to purchase Rouge in Love.

Big Idea

The main way we are going to attract our customers is by using the promotion discussed in our promotion section. The idea is to get Rouge in Love on as many customers as possible. More customers we get to try our new product more clients to have come back to buy the product. We want to stand out from all other cosmetic brands ( Estee Lauder, YSL, Mac). Lancome wants to stay with a classy and professional look. We only have professionals working for Lancome with certified training. Lancome With wanting to stand out, that we will need only superb promotion ideas to sell our product. Our promotion using free makeovers will be our key to drive in our customers. While having these events at Lancome counters, we will have professional Lancome makeup artists giving the makeovers. After receiving our free makeover we will be asking customers to provide us with their information. The purpose to receive their information is to call for follow ups on how well our product worked for them.

Promotion

There are numerous ways to promote Rogue in Love. One way to promote Since ,technology has shifted much of a brand's power to consumers. (Chapter 1 pg12), current clients of Lancome will receive email promotions. The promotion will include a free makeover with trying Rouge in Love and a second card to bring a friend. The emails will be sent out to bring in more clientele even though Lancome will already be doing the free makeovers to every other customer. Though the clients will think they are getting the special deal and come in. Have the client sit down give their opinions and listen carefully to the information the client offers (CH 2 pg.16).
To promote the product will be a video commercial and print advertisements. Advertisements will be promoting to "Stay in love".
-->In any media, visuals and words together communicate a whole message that is greater than the sum of the parts, (Ch 6 pg 97). Print advertisements will promote in magazines and internet. Along side with the print advertisements will be the offer about free makeovers by professional makeup artist to try new Rouge in Love.

Creative Content

Creative content created by Cierra Esparza. Advertisements are showing to "Stay in Love". Love is the theme.

In any media, visuals and words together communicate a whole message that is greater than the sum of the parts, (Ch 6 pg 97), love is our message and theme to portray.

An ad in the form of a story, whether in a still or moving medium, usually involving conflicts and emotions, is considered a drama.(ch7 pg 110). Storytelling involves a two-way interaction between a storyteller and one or more listeners. The responses of the listeners influence the telling of the story. In fact, storytelling emerges from the interaction and cooperative, coordinated efforts of teller and audience. (CH7 pg 118). Storytelling is an important tactic with advertising. Visual concepts have a catchier attempt to attract customers.

The print advertisements will be presented in print magazines and on internet. The colors and story of the advertisements will stand out with

the visualization, using flat color and graphic illustrations to depict the images in an elemental yet powerful way, communicates the message (CH 8 Pg 136)

Not only does the background become an active participant due to the color and division of space, but one element directs our eyes to the next. (Ch 9 pg 172).

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A designer must consider point of view—the viewer's position in relation to what he or she is looking at and from which angle (CH 9 pg 175) when designing visual advertisements to keep the viewer drawn in. You only have a few seconds to attract someone's attention. Make the viewer interested in the product.

Creative Content