Television advertisement – Gabriel Catalano®

«The Definition of Advertising Has Never Been More Unclear» @Adweek CC/ @r2rothenberg

…Source of both opportunity and crisis

For most of the past 100 years, if a marketer said he needed a new advertising campaign, everybody knew what that meant. The machine turned on. The marketer called the agency of record’s account team. The account team composed a brief capturing the strategy and called in the wild and wooly creatives to bring it to life.

The writers and designers applied their art to one or more of these four finite canvases: the television commercial, full-page print ad, radio ad or billboard. Maybe they would sprinkle in a few coupons. The public played along, too; with no ad blockers or DVRs, they just consumed advertising (or ignored it) en masse. It all just worked.

But it doesn’t anymore. Now, there is no machine or even consensus on the basic definition of advertising. And that is the source of both opportunity and crisis.

Today’s media landscape keeps getting more diverse—it’s broadcast, cable and streaming; it’s online, tablet and smartphone; it’s video, rich media, social media, branded content, banners, apps, in-app advertising and interactive technology products like Sherwin-Williams’ Chip It! It’s even physical interactive gear, like Nike+ Fuelband. Pushed an inch farther, the new Google Chromecast dongle could fit under that marketing classification, and the smart watches on the horizon will be yet another platform. Continuar leyendo ««The Definition of Advertising Has Never Been More Unclear» @Adweek CC/ @r2rothenberg»

STOKER: «GIFs for India TV Spot»

To celebrate the release of STOKER on 3/1, we’ve crafted this TV spot made of GIFs from our microsite Letters To India (http://www.letterstoindia.com). Watch it on Adult Swim this Thursday (2/28) on Cartoon Network.

FoxSearchlight

6 Ways to Get Customers to YES! | Inc. |

Influence your customers to buy from you using these six easy methods.I’ve got some good news, some bad news, and then some even better news.

The good news is that most customers truly want to say yes! The bad news is that, although people love to buy, they hate being sold to.

Finally, here’s the even better news: There are six ways to influence a customer to buy without explicitly selling to them, according to Dr. Robert B. Cialdini, author of the bestseller Influence: The Psychology of Persuasion: Continuar leyendo «6 Ways to Get Customers to YES! | Inc. |»

Relación entre la cantidad de tweets sobre una url y su ranking en Google. Estudio

Siempre se habla de la importancia que tiene Twitter con respecto al posicionamiento de una url determinada en las búsquedas orgánicas de Google, hasta ahora teníamos pocos datos pero un estudio de Twitition viene a revelarnos importantes claves a este respecto.

El estudio esta basado en su plataforma con una muestra de 8.528 tweets, el día 28 de febrero de 2012, que incluía la url acortada, el nombre del sitio y el título y el número de tweets o retweets de esa url.

Los resultados nos muestran la posición media conseguida en las búsquedas orgánicas de Google dependiendo del número de tweets o retweets conseguidos.

Entre 1-50 tweets conseguidos se le da un impulso significativo en el ranking, como muestra el gráfico siguiente

Sin embargo ese efecto se para ahí… Continuar leyendo «Relación entre la cantidad de tweets sobre una url y su ranking en Google. Estudio»

When is Media not Media? When it’s Social media

Not sure about that. We see ideas made out of it every day. Whether they are hashtags, blogs, tweets or and invitation to share based around content. Look at the success of the recent Wispa launch on Facebook, which generated thousands of comments, or the thousands who told their stories via the Barack Obama #40dollars campaign. Words and pictures used to create stories that we go on to share.

But Bailey insists that you can’t see, hear, touch, taste or smell ‘social media’ and you can’t use it to express an idea. And you can’t do this he says because “social media it isn’t media at all”. He says this because unlike traditional media you can’t make social media do what you want:

“You can’t make other people do or say what you want. People talking about ideas online is not media, it’s plain old word-of-mouth.”

So really his issue and definition of media is with control? Media is only media if you can control it? If you can buy it: buy ad space, TV spots, banner ads and poster sites?

Control and ownership is one of the definitions of traditional media and lack of it is one of definitions of social media.

Control is certainly a big issue, but lack of it doesn’t disqualify social media as media. That just makes it different.

And besides on that basis, the basis of control, are ads that we can spoof online or posters we can graffiti no longer media as control has been ceded? Or are they no longer media because they are assailed by a torrent of abusive comments and are forced offline?

It is certainly true that ideas need to be rigorously thought out. If they are not they can easily be lost control of as we have seen in recent months with Qantas and McDonald’s. Two brands both savaged on Twitter when social media campaigns when awry.

There’s also the issue that social media campaigns can, and often do, comprise numerous elements. It might be a video shared

by @gordonmacmillan | http://wallblog.co.uk

Interesting piece by Nick Bailey, a creative director at digital agency AKQA Amsterdam, on why he thinks social media isn’t really media at all.

He makes a lot of good points, but I think he is also wrong as he falls into the trap of trying to directly compared traditional media and social media and of course they are different in a great many ways.

He echoes what many say about social media at the start of his piece , i.e. that it is not like traditional media. He starts out by trying to define what it is not; it is not “paper, charcoal, pencil, canvas, paint” he came across at art school; and that it is not the print media, billboards, broadcast and traditional online media that he first encountered working in the ad industry.

Media, he says, was stuff you could see, hear and touch. It was what he used express ideas, which leads him to the problem he has with “what the word ‘media’ means when it has the word ‘social’ attached to it”.

He says that while we all agree that it is important, and that it is everywhere, “no-one seems able adequately to explain is how you make an idea out of it”. Continuar leyendo «When is Media not Media? When it’s Social media»

30 Very Attractive And Creative Advertisements

Advertisements are getting more creative with the time. I feel there is so much competition in the market this is the reason every company try to make their product look different than other and to make their product look better than other they need to get the attention of customers. If you have a creative advertisement campaign then you will surely get the attention of customers. In this post I am going to showcase some really attractive and creative print advertisements.

by Vartika | http://creativedesignmagazine.com

For a Fresher World

creative advertisements

Awaken The Genius Within

creative advertisements

Shoot Duck

creative advertisements

Wide Lense

creative advertisements

Stihl Car

Continuar leyendo «30 Very Attractive And Creative Advertisements»

5 Lessons from Coca Cola’s New Content Marketing Strategy

Coca Cola has been part of popular culture for over 100 years and has been called a “Vision Brand“.

Its marketing and communication is purposeful and connects with its audience in a way that makes it stand out from its competitors.

Its mission is not about selling products but to create significant positive change in the world that makes the world a better place.

Coca Cola’s mission statement

To refresh the world
To inspire moments of optimism and happiness
To create value and make a difference
Recently they have realised that their marketing strategy that has worked well for them for decades needed to evolve and as such they are moving from “Creative Excellence” to “Content Excellence”

Creative excellence has always been at the heart of Coca Cola’s advertising and they have decided that content is now the key to marketing in the 21st century on a social web.

Content for Coca Cola is is now the “Matter” and “Substance” of “Brand Engagement”

So what can we learn from Coca Cola’s new marketing strategy?

Written by Jeff Bullas
http://www.jeffbullas.com/2012/01/30/5-lessons-from-coca-colas-new-content-marketing-strategy/

-.-

Coca Cola has been part of popular culture for over 100 years and has been called a “Vision Brand“.

Its marketing and communication is purposeful and connects with its audience in a way that makes it stand out from its competitors.

Its mission is not about selling products but to create significant positive change in the world that makes the world a better place.

Coca Cola’s mission statement

To refresh the world
To inspire moments of optimism and happiness
To create value and make a difference

Recently they have realised that their marketing strategy that has worked well for them for decades needed to evolve and as such they are moving from “Creative Excellence” to “Content Excellence”

Creative excellence has always been at the heart of Coca Cola’s advertising and they have decided that content is now the key to marketing in the 21st century on a social web.

Content for Coca Cola is is now the “Matter” and “Substance” of “Brand Engagement”

So what can we learn from Coca Cola’s new marketing strategy?

Lesson 1: Create Liquid Content

The purpose of content excellence is to create “Ideas” so contagious that they cannot be controlled this is what is called “liquid content”.

On a social web people can easily share ideas, videos and photos on social networks such Facebook.

So create content that begs to be shared whether that be an image, a video or an article.

Lesson 2: Ensure your Content is Linked… Continuar leyendo «5 Lessons from Coca Cola’s New Content Marketing Strategy»

Touchpoints Bring the Customer Experience to Life

In the first two pieces in this series we looked at defining customer experience, and using a customer journey map to gain more insight into how customers engage with your organization. A customer journey looks at things entirely from the customers’ point of view:; their actions, goals, questions, and barriers over time. In this installment we’ll look at a framework for understanding how your organization supports the customer throughout that journey. This is accomplished by orchestrating touchpoints — a touchpoint being any interaction point between the customer and your brand.

Being creative with how you think about the touchpoints along the customer journey can yield surprising benefits. For example, in the car insurance customer journey, one of the stages — if you’re unlucky — is getting in an accident and having to report a claim. With most insurance companies this is a complicated and poorly-defined process that takes place at a traumatic time.

by Adam Richardson
http://blogs.hbr.org/cs/2010/12/touchpoints_bring_the_customer.html

In the first two pieces in this series we looked at defining customer experience, and using a customer journey map to gain more insight into how customers engage with your organization. A customer journey looks at things entirely from the customers’ point of view:; their actions, goals, questions, and barriers over time. In this installment we’ll look at a framework for understanding how your organization supports the customer throughout that journey. This is accomplished by orchestrating touchpoints — a touchpoint being any interaction point between the customer and your brand.

Being creative with how you think about the touchpoints along the customer journey can yield surprising benefits. For example, in the car insurance customer journey, one of the stages — if you’re unlucky — is getting in an accident and having to report a claim. With most insurance companies this is a complicated and poorly-defined process that takes place at a traumatic time. And for insurers it is also a time of risk because a significant number of claims are fraudulent — the accident never happened. Progressive Insurance rethought this step of the journey and introduced a new touchpoint — their now-famous white vans show up at the scene of the accident as soon as it’s reported. This helps the customer feel taken care of at a stressful moment, and it minimizes the possibilities for fraud because the accident can be verified. (I’m endebted to Frances X. Frei, who wrote about Progressive in this HBR article, and revealed the insights about the dual benefits of its operational choices.) Continuar leyendo «Touchpoints Bring the Customer Experience to Life»

10 Social Media Marketing Ideas That The Experts Are Talking About

Social media is empowering startup brands and forcing established brands to create new measures of success for their campaigns. The day and a half I spent at the Social Media Strategies conference was a buffet of problems, solutions and more than a few predictions of what lies ahead for the advertising industry in the rapid evolving social media landscape.

My takeaways include restatement of social media marketing basics worthy of repetition and some fresh ideas for you to consider as you move your campaigns forward.

#1 — Social media is motivating brands to provide more responsive customer service

Several speakers expressed that it is essential that brands monitor social media conversations for complaints about their brands and suggesting the right “formula” of on-platform and behind-the-scenes resolution. It’s great that a consumer can voice his or her grievance on Twitter and get a rapid response. It stinks that so many brands have been failing for years to provide this respect for its customers via its support channels. If brands provide better service in response to a tweet than to a phone call, are we going to inadvertently create a culture of public “whining”?

Posted by Neil Glassman | http://www.socialtimes.com/2010/10/social-media-marketing-advertising-ideas/

My takeaways include restatement of social media marketing basics worthy of repetition and some fresh ideas for you to consider as you move your campaigns forward.

#1 — Social media is motivating brands to provide more responsive customer service

Strategy – Give Your Online Business a Good Pair of Eyes

Make no mistake. In the kind of ocean the world-wide-web is, it is essential that you learn to navigate if you do not want to get lost. Building a strategy for your online business is going to help you reach your destination easier and faster. In the absence of being strategic, most of these untargeted efforts would only prove to be a big waste of efforts, money and time. Not knowing your way, or the marks that you want to set are a huge disadvantage to begin with.

Looking strategically is big help

Strategy is a lot about how to think more holistically. It enables you to be innovative, lead teams while helping you deliver value tactically daily. Shouting at people through television ads are actually days of the past when it comes to online marketing, and no more does this work like it used to. The consumers are really looking at different forms of consuming media, the social media scenario is a good example of this changing scenario.

Author: admin | //www.provenseo.com/blogging

Looking strategically is big help

The Devolution of Advertising

Author matt

Digital content consumption has become more and more a part of everyday life.

In fact, watching video online as seen a 46% uptick over the past year*. And while television has remained the dominant behemoth in the realm of entertainment and content consumption, certain trends have made advertisers re-examine the way they approach traditional, disruptive advertising.

Death of disruptive?

We’ve heard rumblings for the past few years about the general concern over the 30 second TV spot – is it still reaching consumers (and more importantly, young male consumers)? Our knee-jerk reaction was to start throwing money in the places we saw these target-rich eyeballs congregating – digital. Digital advertising saw immediate leaps in expenditure – 100’s of percent increase year of year; giant homepage takeovers; astronomical search programs and more banner impressions than you could ever imagine. To what end? Search provides a utilitarian value and is here to stay. But display? At the end of the day, its driving people to a commercial piece they’ve already seen. Is this an effective way to reach these consumers? Can we evolve our thinking?

Author matt
anidea.com

Digital content consumption has become more and more a part of everyday life.

In fact, watching video online as seen a 46% uptick over the past year*. And while television has remained the dominant behemoth in the realm of entertainment and content consumption, certain trends have made advertisers re-examine the way they approach traditional, disruptive advertising.

Death of disruptive?

“Old Spice Guy” Ad Wins an Emmy

Samuel Axon

Ad agency Wieden + Kennedy’s “The Man Your Man Could Smell Like” TV spot for Old Spice has won the Emmy for Outstanding Commercial.

The spot starred former NFL wide receiver Isaiah Mustafa as the Old Spice Guy, a character now well-known in pop culture thanks to the TV ads and a highly successful social media campaign.

The Old Spice Guy solicited questions from fans on Twitter, Yahoo Answers and other websites, then answered them in short, humorous YouTube videos. Total upload views for the Old Spice YouTube videos (including both the TV and the social media campaigns) currently stand at almost 135 million. “The Man Your Man Could Smell Like” has more than 18 million.

Samuel Axon

Ad agency Wieden + Kennedy’s “The Man Your Man Could Smell Like” TV spot for Old Spice has won the Emmy for Outstanding Commercial.

The spot starred former NFL wide receiver Isaiah Mustafa as the Old Spice Guy, a character now well-known in pop culture thanks to the TV ads and a highly successful social media campaign.

“As Seen on TV” and Building Trust

Author Alex
Between the Shake Weight, the rise of the Fashion Print Snuggie, and the deceased but, eerily still active Billy Mays, it occurs to me that we may be witnessing somewhat of an “As Seen on TV” renaissance.

And while “As Seen on TV” products have always been the red-headed step child of legitimate consumer brands, this new golden era of cheesy, direct-response marketing makes me wonder if the simple act of seeing a brand on TV still carries the same legitimizing weight it once did.

More to the point: is seeing a brand on TV still an effective way to build trust and drive purchase intent in 2010?

The answer, I think, is that while advertising on TV certainly can be effective at driving some key metrics, the notion of brand trust and “As Seen on TV” ain’t what it used to be. There are (at least) three reasons why:

Author Alex

Between the Shake Weight, the rise of the Fashion Print Snuggie, and the deceased but, eerily still active Billy Mays, it occurs to me that we may be witnessing somewhat of an “As Seen on TV” renaissance.

More to the point: is seeing a brand on TV still an effective way to build trust and drive purchase intent in 2010?

The answer, I think, is that while advertising on TV certainly can be effective at driving some key metrics, the notion of brand trust and “As Seen on TV” ain’t what it used to be. There are (at least) three reasons why: Continuar leyendo «“As Seen on TV” and Building Trust»

Corona Light Debuts First Multimedia Push

Crown Imports has launched its first national multimedia campaign for Corona Light.

The effort—including television, out-of-home and digital (Facebook and rich media ads)—positions Corona Light as the more “active» and “vibrant” of Crown Imports’ brands, versus say, Corona Extra, which is more “laid-back,” said Jim Sabia, evp of marketing for Crown Imports.

One 30-second spot, titled “Moonlight,” opens with a group of young beach goers partying, dancing and drinking Corona Light. When the sun sets, the DJ packs up his music and the party appears to be heading home. It is revealed, however, that the group is heading to the other side of the beach, where the party continues in the moonlight.

– Elaine Wong
Crown Imports has launched its first national multimedia campaign for Corona Light.

Jordan Gets Comfortable With Hanes (Again)

Hanes can’t get enough of Michael Jordan. The basketball pro is yet again the star of new ads in an ongoing campaign for men’s underwear, dubbed «Hanes Flight 23.»

The TV spots, breaking this week, mark phase two of a Hanes campaign—via The Martin Agency—that kicked off in May. The ads highlight new underwear with Comfort Flex waistbands, which are more stretchable waistbands now included in all Hanes men’s briefs, boxers and boxer briefs.

The initial ads showed Jordan—who’s been a Hanes spokesperson for nearly two decades—on a plane next to a chatterbox carpet salesman named Rick. Along with two TV spots, Hanes created a dozen other clips for its YouTube channel to promote the Lay Flat Collar T-shirts.

The new ads keep the same humorous tone and show Jordan still trapped on a flight with Rick. Jordan also keeps the «toothbrush mustache,» which had the blogosphere buzzing when the campaign first launched. «The beauty of the campaign is its ability to stay fresh and engaging,» said Sidney Falken, svp of Hanes.

– Elena Malykhina
Hanes can’t get enough of Michael Jordan. The basketball pro is yet again the star of new ads in an ongoing campaign for men’s underwear, dubbed «Hanes Flight 23.»