Modern Advertising

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ELEMENTS OF MODERN ADVERTISINGS

Team Report

February 2008

TABLE OF CONTENTS
Page
LIST OF FIGURESiii
Chapter
IINTRODUCTION1
IIWHAT MAKES A TV COMMERICAL MEMORABLE3
IIITIVO DOESN’T MEAN SKIPPED COMMERCIALS10
IVLOST IN TRANSLATION15
VCHARACTERISTICS OF TV ADVERTISEMENTS AROUND THE WORLD21
VICONCLUSIONS27
REFERENCES28
BIBLIOGRAPHY32

LIST OF FIGURES
FigurePage
1The emotional continuum4
2Image of TiVO BMW interactive tag11
3Image of TiVO BMW interactive tag when not fast forwarded.11 4Burger King advertisement banner seen on TiVO12
5Woody Woodpecker16
6Vietnam Airlines’ Tupolev-154 with old “Stork and Moon” logo and white color livery18
7Vietnam Airlines’ Boeing 777-200LR with new “Golden Lotus” logo And blue color livery19

INTRODUCTION
This report highlights key areas to consider for a successful commercial advertising and marketing campaign. The project will delve into four main points: what makes a commercial memorable, the effects of TiVO on commercial advertising, information lost in translation when products are introduced into the global economy, and what factors should be researched and altered when entering a new market.

What makes a commercial memorable? Recent studies have been conducted that change the ideology of this factor. Sex may still sell, but there is more to consider with today’s consumer. A few elements worth researching and employing when creating advertisements are: invoke emotion, adapt from previous material, “shock and awe” the audience, interject minimal counterintuitiveness, and avoid playing commercials during sexually explicit and violent shows.

The introduction of TiVO (Digital Video Recorder (DVR)) to the marketplace was feared to be the end of 30 second commercial spots as TiVO allows users the ability to fast forward through commercial material. Eight years later, the highly coveted mass market achieved through television commercials has not been eliminated. Advertisement executives through sheer ingenuity have been able to overcome some of the obstacles introduced by TiVO.

When marketing and advertising in a foreign market, much more scrutiny needs to be given to a product on a more basic level. Does the product name and marketing plan translate correctly or will it be lost in translation? The culture of the country needs to be reviewed. There are many examples where not everything was reviewed before introducing a product in a foreign market and the product’s image and awareness suffered.

In addition to the aforementioned, the following research questions need to be answered when entering a new market: what are the advertising practices in a foreign country; are there local laws that have to be abided by that will have an impact on the marketing campaign; what are the interests of local consumers; and what is the norm for advertisement length, intervals, and show times? When expanding to the global market, it is important to conduct the appropriate regional research to ensure laws, customs, and courtesies are properly observed.

CHAPTER I
WHAT MAKES A TV COMMERICAL MEMORABLE
One can draw upon several focus areas to help make a commercial memorable. An advertising agent can choose to play on a person’s emotions (sentimental, laughter, etc.), adapt from previous material, “shock and awe” the audience, or use sex appeal (Lam, 2008). New research has led to the ideology that the level of counterintuitiveness posed in a commercial can also effect how memorable the advertisement is (Upal, 2007). While each of these strategies enhances memorability, they are not usually utilized alone but rather in combination. Aside from the material of the advertisement itself, the genre of the television show or movie also has an effect on the memorability of the commercial that follows (Bushman & Bonacci, 2002).

According to Poels and Dewitte (2006), the most crucial aspect of creating commercials is appealing to...
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