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Special Advertising Situations Assignment: Chapter 18 October 25, 2008

Posted by Alicia Revely in admin, Special Advertising Situations.
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As you’ve seen throughout the term, advertising doesn’t always work as planned. Back in May, florist Teleflora’s Mother’s Day Mother of the Year award. They faced backlash from adoption blogs for initially describing stepmothers, adoptive mothers, foster mothers, and other caregivers under the heading “non-mom” and for using disrespectful language like “own children” for biological children and “meth babies” and for totally disregarding the biological mothers of fostered and adopted children. Despite only minimal media coverage, Teleflora responded to some of these concerns by changing the category title from “non-mom” to “adopting mom” even though that doesn’t effectively describe the category and by issuing a statement:

Teleflora is immediately changing the name of our “Non-Mom” category to “Adopting Moms”. After closer examination, we can see how this may have been offensive to moms who have adopted children — moms who are indeed real moms to their children in every sense of the word. In fact, many of us at Teleflora are .adopting. parents ourselves, including our president and owner. The essence of this category still focuses on a grandparent, neighbor, step mom, or mom to adopted or foster children, each one raising and loving a child.

This show of insensitivity on our part was in no way intended and we deeply apologize for any concern or distress we may have caused. It was always our intent to salute and celebrate all moms.

As your assignment, pretend <em>you</em> were the director of this ad campaign. What would your response have been when concerns about the message was raised? Would you react as soon as you realize bloggers are discussing the issue or not until it gets wider play? How would you win back customers who’d been offended by your initial campaign? What have you learned in this class that could have helped you prevent such problems in the first place?


Strategic Research Assignment: Chapter 6 October 9, 2008

Posted by Alicia Revely in admin, Strategic Research.

I have two slide show collections of advertisements, one for menthol cigarettes and one for targeting women for The U.S. Marines.

Choose three advertisements from either of the slide shows and discuss what specific audience is being targeted in each and how you can tell. Make some guesses about what kinds of strategic research could have been used in obtaining that targeting data. Analyze how well you think the advertisements would have reached people in the target groups and what strategic research could have be done to test this effectiveness.

Assignment Reminder September 24, 2008

Posted by Alicia Revely in admin.
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Remember as you’re doing these assignments to:

1) Read the ENTIRE assignment before publishing your posts, and
2) Do the assignments for the chapter you’ve committed to complete (chapter assignments are noted on Blackboard – see the announcements page for the specific location).

Many of the assignments are two-part, which mean you must complete both (all) parts to get full credit.

How Advertising Works May 1, 2008

Posted by Alicia Revely in admin, How Advertising Works.
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Watch this slide show listing Donald Gunn’s 12 principles of advertising. Then, using Flickr.com or Google Image Search to search ad images or YouTube to search for a total of two advertisements, if possible using one somewhat current ad and one you remember from your childhood. Make links to the ads and summarize their contents.

Explain what category from the slide show most clearly describes each ad and why. Is there overlap with another category? How effective is each ad in reaching you  as a potential consumer and why? Compare the content, effectiveness, and style of the two ads. Relying on the description in your textbook, analyze each ad’s stopping power, pulling power, and locking power. Does the ad effectively communicate the product? Why or why not?

Intro to Advertising Assignment (Ch. 1) April 24, 2008

Posted by Alicia Revely in admin, Advertising's Role in Marketing.
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During class today, we’ll be breaking into small groups to do a practice blog post so that all of you will have a chance to ask for help if there’s anything you don’t understand before you do your independent posts for the project.

In looking at advertising’s role in marketing, we will follow the example of Slate’s Ad Report Card. As a group, read one or more of these so that you understand the format. While the authors of these pieces may have a more specialized understanding of the specific company goals involved in promoting a product and, as journalists, are able to ask the company for clarification, they are also looking at the commercials as normal viewers like you. They want to know what message this ad is conveying, whether the message works, and whether it seems to be in line with what the company would want it to do. While you’re beginning advertising students, you know the four Ps of marketing and have probably spent your whole lives surrounded by advertising, so you’re already content experts.

Now to go YouTube and search for a memorable tv commercial, either recent or from your childhood. Keep looking until you find an interesting ad. If you have headphones, try looking for a Crest toothpaste commercial, since that’s the product you’re focusing on this term.

Now it’s your turn to grade the ad. Use your Intro to Blogging handout to create a new post. First, summarize what the ad says and provide a link to the YouTube page where you found it so that your classmates and I can also take a look.

Describe what happens in the commercial and analyze the ad. What is the product? Who is the target audience? Do you know whether there were other ads for the product or related products sharing a tagline or theme or focus? Is this a memorable commercial? Does it effectively explain or display the product? Why would the company choose this commercial to draw attention to its product?

Lastly, sum up the effectiveness of the ad as a marketing tool for this product. You can give it a grade, but make sure you explain what makes it deserve its ranking, what its strengths and weaknesses are.

Now you’re ready to post! Make sure you’ve given your post a title, checked spelling if necessary, and gotten everything together the way you want it. Use your Intro to Blogging handout to send it live to the internet and bask in your glory as a newly published author!

Blog Project Requirements April 22, 2008

Posted by Alicia Revely in admin.
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Each student will be required to write one blog post over the course of the term. I will post the topic assignment on Thursday nights. Posts responding to that topic prompt must be published by the following Wednesday at 12:00 noon. If you have any questions about your assignment, please email me, the earlier the better.

This blog should be an interactive learning tool, so I would like everyone to aim to read the week’s new blog posts and comments before getting to class every Thursday. You are also required to write at least five comments in response to other blog posts throughout the term, as well as make comments replying to any questions any of your classmates ask you in comments to your post.

Your post should be several paragraphs long, spell-checked and written in clear English. You want to make substantial points showing your fellow students how information you’ve learned from the chapter relates to real-world advertising. I will give more specific instructions in each Thursday’s assignment post.

Hello, class! April 21, 2008

Posted by Alicia Revely in admin.

Welcome to the blog for our Principles of Advertising class. On Tuesday, September 9, we’ll spend some class time discussing the blog project and making sure everyone is logged in.

Once you go through the logging in process, please leave a comment to this post by clicking on the add a comment or comments so far link at the top of this post. If your comment doesn’t show up immediately, that’s because our spam filter has caught it. Once you’re on the approved commenter list, this shouldn’t be a problem anymore.