This document analyzes various advertising campaigns based on their creative objectives and methods. It examines campaigns from Bent Water Brewing Co., Crest, Animal Welfare Institute, The Urban Mutt, Squirrel, Women's Aid, Gymbox, and Ali Cafe. For each campaign, it identifies the advertiser, campaign details, creative method used, and provides an analysis of how the campaign achieves its objective according to concepts from the textbook "Advertising & Integrated Brand Promotion." The document aims to define brand images, situate brands in social contexts, scare consumers into action, persuade consumers, link attributes to brands, leverage social disruptions, affect consumer feelings, and transform consumption experiences.
Advertising Essay
The Effects of Advertising Essay
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Types of Advertising AppealsWhat are advertising appeals and how.docxmarilucorr
Types of Advertising Appeals
What are advertising appeals and how do they influence the masses? Basically, they trigger emotions and grab the attention masses. They may be funny, cute, bold, deceptive, attractive or inspiring. They carry an emotion which the masses can connect with. And that's how they fetch mass appeal. For all you need to know about the different types of advertising appeals, read on.
Advertising intends to promote the sales of a product or service and also to inform the masses about its features. It is an effective means of communicating the value of a product or service with people at large. Advertising utilizes different media to reach out to the masses. It uses different types of appeals to connect to consumers spread across the globe. The various types of advertising appeals use different ways to highlight product features and draw attention of the masses.
Advertising Appeals
· • Audio-visual
· • Bandwagon
· • Black and White Fallacy
· • Card Stacking
· • Classified
· • Corporate
· • Covert
· • Demonizing the Enemy
· • Direct Order
· • Disinformation
· • Email
· • Emotional Words
· • Euphoria
· • Flag-waving
· • Glittering Generalities
· • Half Truth
· • Humor Appeals
· • Interactive
· • Internet
· • Labeling
· • Name-calling
· • Outdoor
· • Performance-based
· • Plain Folks
· • Print Media
· • Public Service
· • Quotes Out of Context
· • Relationship Marketing
· • Repetition
· • Romance Appeal
· • Scientific Evidence
· • Shockvertising
· • Slogans
· • Snob Appeal
· • Stereotyping
· • Subliminal
· • Surrogate
· • Testimonial
· • Transfer
· • Unstated Assumption
· • Viral
· • Word-of-mouth
· • Youth Appeals
Audio-visual Media Advertising: In this advertising technique, advertisers use audio and visual media to promote their products. It is the most widely used medium to influence the masses. Television and radio have always been used to grab mass appeal. TV commercials that come in between TV shows, commercials shown during movies and advertisements aired on radio are some examples of audio-visual advertising. This advertising appeal makes use of sound and/or display to the fullest to attract audiences. The product has to be marketed in less time, especially in case of TV or radio commercials. So the product name needs to be repeated and the advertisement needs to be catchy.
Bandwagon: This advertising appeal aims to persuade people to do a certain thing because many are doing it. It is a human tendency to do as the masses do. Bandwagon technique of advertising captures this to induce people to use a certain product or service. 8 out of every 10 women prefer using the xyz shampoo! or More than 80% of the dentists of our country are using the xyz toothpaste. Which toothpaste do you use? or The world agrees with abc... Do you? are some popular ways to tricking people to join the bandwagon. This advertising appeal makes use of statistics and surveys to back the statements made. The idea is to stress that something is be ...
This paper breaks down the ad that I created for an insect repellent from the brand Sawyer. This was for my advertising campaigns class and this paper details all the decisions that went into the creativity, strategy, and budgeting of my ad.
Advertising Essay
The Effects of Advertising Essay
Advertising: the good and bad Essay
Essay about The Power of Advertising
Advertisements Essay
History of Advertising Essay examples
Advertising Strategies Essay
The Techniques of Advertising Essay
Essay on The Popularity of Advertising
Advertising in the Media Essay
Types of Advertising AppealsWhat are advertising appeals and how.docxmarilucorr
Types of Advertising Appeals
What are advertising appeals and how do they influence the masses? Basically, they trigger emotions and grab the attention masses. They may be funny, cute, bold, deceptive, attractive or inspiring. They carry an emotion which the masses can connect with. And that's how they fetch mass appeal. For all you need to know about the different types of advertising appeals, read on.
Advertising intends to promote the sales of a product or service and also to inform the masses about its features. It is an effective means of communicating the value of a product or service with people at large. Advertising utilizes different media to reach out to the masses. It uses different types of appeals to connect to consumers spread across the globe. The various types of advertising appeals use different ways to highlight product features and draw attention of the masses.
Advertising Appeals
· • Audio-visual
· • Bandwagon
· • Black and White Fallacy
· • Card Stacking
· • Classified
· • Corporate
· • Covert
· • Demonizing the Enemy
· • Direct Order
· • Disinformation
· • Email
· • Emotional Words
· • Euphoria
· • Flag-waving
· • Glittering Generalities
· • Half Truth
· • Humor Appeals
· • Interactive
· • Internet
· • Labeling
· • Name-calling
· • Outdoor
· • Performance-based
· • Plain Folks
· • Print Media
· • Public Service
· • Quotes Out of Context
· • Relationship Marketing
· • Repetition
· • Romance Appeal
· • Scientific Evidence
· • Shockvertising
· • Slogans
· • Snob Appeal
· • Stereotyping
· • Subliminal
· • Surrogate
· • Testimonial
· • Transfer
· • Unstated Assumption
· • Viral
· • Word-of-mouth
· • Youth Appeals
Audio-visual Media Advertising: In this advertising technique, advertisers use audio and visual media to promote their products. It is the most widely used medium to influence the masses. Television and radio have always been used to grab mass appeal. TV commercials that come in between TV shows, commercials shown during movies and advertisements aired on radio are some examples of audio-visual advertising. This advertising appeal makes use of sound and/or display to the fullest to attract audiences. The product has to be marketed in less time, especially in case of TV or radio commercials. So the product name needs to be repeated and the advertisement needs to be catchy.
Bandwagon: This advertising appeal aims to persuade people to do a certain thing because many are doing it. It is a human tendency to do as the masses do. Bandwagon technique of advertising captures this to induce people to use a certain product or service. 8 out of every 10 women prefer using the xyz shampoo! or More than 80% of the dentists of our country are using the xyz toothpaste. Which toothpaste do you use? or The world agrees with abc... Do you? are some popular ways to tricking people to join the bandwagon. This advertising appeal makes use of statistics and surveys to back the statements made. The idea is to stress that something is be ...
This paper breaks down the ad that I created for an insect repellent from the brand Sawyer. This was for my advertising campaigns class and this paper details all the decisions that went into the creativity, strategy, and budgeting of my ad.
For my advertising campaigns class, we created a newspaper ad for an electric lawn mower for the brand Ego. This paper goes into all the decisions I made for my ad, including creative choices, strategy, and pricing.
Here is more information regarding my internship in summer of 2022. I worked for multiple clients for paid media/SEO projects for an advertising agency in Des Moines, IA.
How to Run Landing Page Tests On and Off Paid Social PlatformsVWO
Join us for an exclusive webinar featuring Mariate, Alexandra and Nima where we will unveil a comprehensive blueprint for crafting a successful paid media strategy focused on landing page testing.With escalating costs in paid advertising, understanding how to maximize each visitor’s experience is crucial for retention and conversion.
This session will dive into the methodologies for executing and analyzing landing page tests within paid social channels, offering a blend of theoretical knowledge and practical insights.
The Pearmill team will guide you through the nuances of setting up and managing landing page experiments on paid social platforms. You will learn about the critical rules to follow, the structure of effective tests, optimal conversion duration and budget allocation.
The session will also cover data analysis techniques and criteria for graduating landing pages.
In the second part of the webinar, Pearmill will explore the use of A/B testing platforms. Discover common pitfalls to avoid in A/B testing and gain insights into analyzing A/B tests results effectively.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
Digital Money Maker Club – von Gunnar Kessler digital.focsh890
Title One is a comprehensive examination of the impact of digital technologies on
modern society. In a world where technology continues to advance rapidly, this article delves into the nuances and complexities of the digital age, exploring Its implications across various sectors and aspects of life.
Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...Valters Lauzums
E-commerce in 2024 is characterized by a dynamic blend of opportunities and significant challenges. Supply chain disruptions and inventory shortages are critical issues, leading to increased shipping delays and rising costs, which impact timely delivery and squeeze profit margins. Efficient logistics management is essential, yet it is often hampered by these external factors. Payment processing, while needing to ensure security and user convenience, grapples with preventing fraud and integrating diverse payment methods, adding another layer of complexity. Furthermore, fulfillment operations require a streamlined approach to handle volume spikes and maintain accuracy in order picking, packing, and shipping, all while meeting customers' heightened expectations for faster delivery times.
Amid these operational challenges, customer data has emerged as an important strategy. By focusing on personalization and enhancing customer experience from historical behavior, businesses can deliver improved website and brand experienced, better product recommendations, optimal promotions, and content to meet individual preferences. Better data analytics can also help in effectively creating marketing campaigns, improving customer retention, and driving product development and inventory management.
Innovative formats such as social commerce and live shopping are beginning to impact the digital commerce landscape, offering new ways to engage with customers and drive sales, and may provide opportunity for brands that have been priced out or seen a downturn with post-pandemic shopping behavior. Social commerce integrates shopping experiences directly into social media platforms, tapping into the massive user bases of these networks to increase reach and engagement. Live shopping, on the other hand, combines entertainment and real-time interaction, providing a dynamic platform for showcasing products and encouraging immediate purchases. These innovations not only enhance customer engagement but also provide valuable data for businesses to refine their strategies and deliver superior shopping experiences.
The e-commerce sector is evolving rapidly, and businesses that effectively manage operational challenges and implement innovative strategies are best positioned for long-term success.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
Digital marketing is the art and science of promoting products or services using digital channels to reach and engage with potential customers. It encompasses a wide range of online tactics and strategies aimed at increasing brand visibility, driving website traffic, generating leads, and ultimately, converting those leads into customers.
https://nidmindia.com/
Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent?
To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.
For my advertising campaigns class, we created a newspaper ad for an electric lawn mower for the brand Ego. This paper goes into all the decisions I made for my ad, including creative choices, strategy, and pricing.
Here is more information regarding my internship in summer of 2022. I worked for multiple clients for paid media/SEO projects for an advertising agency in Des Moines, IA.
How to Run Landing Page Tests On and Off Paid Social PlatformsVWO
Join us for an exclusive webinar featuring Mariate, Alexandra and Nima where we will unveil a comprehensive blueprint for crafting a successful paid media strategy focused on landing page testing.With escalating costs in paid advertising, understanding how to maximize each visitor’s experience is crucial for retention and conversion.
This session will dive into the methodologies for executing and analyzing landing page tests within paid social channels, offering a blend of theoretical knowledge and practical insights.
The Pearmill team will guide you through the nuances of setting up and managing landing page experiments on paid social platforms. You will learn about the critical rules to follow, the structure of effective tests, optimal conversion duration and budget allocation.
The session will also cover data analysis techniques and criteria for graduating landing pages.
In the second part of the webinar, Pearmill will explore the use of A/B testing platforms. Discover common pitfalls to avoid in A/B testing and gain insights into analyzing A/B tests results effectively.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
Digital Money Maker Club – von Gunnar Kessler digital.focsh890
Title One is a comprehensive examination of the impact of digital technologies on
modern society. In a world where technology continues to advance rapidly, this article delves into the nuances and complexities of the digital age, exploring Its implications across various sectors and aspects of life.
Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...Valters Lauzums
E-commerce in 2024 is characterized by a dynamic blend of opportunities and significant challenges. Supply chain disruptions and inventory shortages are critical issues, leading to increased shipping delays and rising costs, which impact timely delivery and squeeze profit margins. Efficient logistics management is essential, yet it is often hampered by these external factors. Payment processing, while needing to ensure security and user convenience, grapples with preventing fraud and integrating diverse payment methods, adding another layer of complexity. Furthermore, fulfillment operations require a streamlined approach to handle volume spikes and maintain accuracy in order picking, packing, and shipping, all while meeting customers' heightened expectations for faster delivery times.
Amid these operational challenges, customer data has emerged as an important strategy. By focusing on personalization and enhancing customer experience from historical behavior, businesses can deliver improved website and brand experienced, better product recommendations, optimal promotions, and content to meet individual preferences. Better data analytics can also help in effectively creating marketing campaigns, improving customer retention, and driving product development and inventory management.
Innovative formats such as social commerce and live shopping are beginning to impact the digital commerce landscape, offering new ways to engage with customers and drive sales, and may provide opportunity for brands that have been priced out or seen a downturn with post-pandemic shopping behavior. Social commerce integrates shopping experiences directly into social media platforms, tapping into the massive user bases of these networks to increase reach and engagement. Live shopping, on the other hand, combines entertainment and real-time interaction, providing a dynamic platform for showcasing products and encouraging immediate purchases. These innovations not only enhance customer engagement but also provide valuable data for businesses to refine their strategies and deliver superior shopping experiences.
The e-commerce sector is evolving rapidly, and businesses that effectively manage operational challenges and implement innovative strategies are best positioned for long-term success.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
Digital marketing is the art and science of promoting products or services using digital channels to reach and engage with potential customers. It encompasses a wide range of online tactics and strategies aimed at increasing brand visibility, driving website traffic, generating leads, and ultimately, converting those leads into customers.
https://nidmindia.com/
Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent?
To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.
Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
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Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
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In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
Search Engine Marketing - Competitor and Keyword researchETMARK ACADEMY
Over 2 Trillion searches are made per day in Google search, which means there are more than 2 Trillion visits happening across the websites of the world wide web.
People search various questions, phrases or words. But some words and phrases are searched
more often than others.
For example, the words, ‘running shoes’ are searched more often than ‘best road running
shoes for men’
These words or phrases which people use to search on Google are called Keywords.
Some keywords are searched more often than others. Number of times a keyword is searched
for in a month is called keyword volume.
Some keywords have more relevant results than others. For the phrase “running shoes” we
get more than 80M relevant results, whereas for “best road running shoes for men” we get
only 8.
The former keyword ‘running shoes’ has way more competition from popular websites to
new and small blogs, whereas the latter keyword doesn’t have that much competition. This
search competition for a keyword is called search difficulty of a keyword or keyword
difficulty.
In other words, if the keyword difficulty is ‘low’ or ‘easy’, there won’t be any competition
and if you target such keywords on your site, you can easily rank on the front page of Google.
Some keywords are searched for, just to know or to learn some information about something,
that’s their search intention. For example, “What shoe size should I choose?” or “How to pick
the right shoe size?”
These keywords which are searched just to know about stuff are called informational
keywords. Typically people who are searching this type of keywords are top of a Conversion
funnel.
Conversion funnel is the journey that search visitors go through on their way to an email
subscription or a premium subscription to the services you offer or a purchase of products
you sell or recommend using your referral link.
For some buyers, research is the most important part when they have to buy a product.
Depending on that, their journey either widens or narrows down. These types of buyers are
Researchers and they spend more time with informational keywords.
Conversion is the action you want from your search visitors. Number of conversions that you
get for every 100 search visitors is called Conversion rate.
People who are at different stages of a conversion funnel use different types of keywords.
Search Engine Marketing - Competitor and Keyword research
Creative Objectives and Methods
1. Lee Ann Wesley
Advertising Case Studies
3/3/22
Paper #1 Creative Objectives and Methods
Define the Brand Image:
Advertiser: Bent Water Brewing Co.
Name of campaign/focus of ad: Can design campaign
Method: Image ads
2. Screenshot:
https://www.adsoftheworld.com/media/print/bent_water_brewing_bent_water
Analysis: This campaign of visual ads from Bent Water Brewing Co. reinforces their
brand image. According to the textbook, defining the brand image is typically achieved visually
and in this example, the advertiser is showing their brand through the eye-catching design of
their ad. The method used in this example is an image ad. This ad does have copy as well, but
what the reader will remember is the visual elements in the image. The design of the ad emulates
the fun and different designs on the cans of beer, which is unique to their brand. According to
Ads of the World, Bent Water Brewing Co. is known for their cool can designs and used this
3. campaign to show consumers their unpretentious and creative approach to craft brewing.
Carrying this over to the campaign reinforces that the brand is focused on what makes them
different and shows the seamlessness of their creative approach.
Situate the Brand in a Social Context:
Advertiser: Crest
Name of campaign/focus of ad: Questionable filters
Method: Slice-of-life ads
Screenshot:
https://www.adsoftheworld.com/media/print/crest_questionable_filters
Analysis: At first glance, this Crest ad seems silly, but I do think it is a great example of
giving the brand social meaning. Our textbook tells us that advertisers know that when they place
their product in the right social setting, their brand takes on some of the characteristics of its
4. surroundings. In this case, Crest is trying to communicate their product in the social setting of
video calls. In the past two years, nearly everyone has grown accustomed to using Zoom or
Microsoft Teams to meet with people instead of meeting in person. Crest uses the method of a
slice-of-life ad by placing their brand into a specific social context, with that context being the
video call. For most people, this is a part of our daily lives now. The “Questionable filters,
unquestionable smiles” headline is telling the readers that no matter how dumb of a filter
someone uses on a video call, what is really important is the smile behind it. Crest’s products
aim to help whiten teeth and get rid of cavities, so this campaign reinforces this. With everyone
being used to seeing others virtually, Crest is trying to communicate that having a great smile
never loses its value.
Scare the Consumer into Action:
Advertiser: Animal Welfare Institute
Name of campaign/focus of ad: Deadliest Shark Attacks
Method: Fear-appeal ads
Screenshot:
5. https://www.adsoftheworld.com/media/print/animal_welfare_institute_deadliest_shark_attacks
Analysis: This ad by the Animal Welfare Institute uses a fear-based ad to educate readers
about animal welfare issues. In this Shark themed example, they show a scary shark mouth to
show that the scariest shark attacks are by humans, where sharks are taken out of the ocean and
thrown back in after their fins are cut off for a delicacy called shark fin soup. This act leads to
6. the sharks dying a horrible death and messes up the balance of the oceans. According to our
textbook, a fear-appeal ad highlights the risk of harm of not using the advertised brand or not
taking some recommended action. This ad falls under the part of the fear-appeal ad that shows
what happens if the reader doesn’t take the recommended action. The recommended action in
this case is for the reader to educate themselves on this issue and help stop it. Without us
following this action, this issue will continue to happen. The book also tells us that it can be
tricky to do this ad right without it being too much. With this example, it uses an adequate
amount of fear and facts to inform the reader about what is happening to the sharks and how we
can help.
Persuade the Consumer:
Advertiser: The Urban Mutt
Name of campaign/focus of ad: Scraps
Method: Reason-why ad
7. Screenshot:
https://www.adsoftheworld.com/media/print/the_urban_mutt_scraps
Analysis: In this ad, The Urban Mutt is promoting their premium homemade dog jerky
treats. At first, it’s a little hard to tell what the ad is trying to accomplish, but it makes sense once
you get it. This campaign intended to show that the dog will love these treats so much that they
won’t even want the scraps we leave behind from dinner. This campaign is trying to persuade us
to buy these treats for our dog. It uses the method of reason-why by showing that the reason why
we should choose these treats is because they are a high quality option that our dog will love
even more than the fries we drop on the ground. This also means our dog would be eating a great
treat rather than the junk from our meals. Our textbook tells us that ads try to persuade the
consumer by convincing the consumer through argument that the advertised brand is the right
choice. In this case, the argument goes without saying. The Urban Mutt directly shows why the
8. consumer should choose them. This ad also gets the consumer to think about what the advertiser
is saying. It assumes the dialogue between the ad and the consumer, like the textbook talks
about. The ad here comes with the dialogue of “This is why you should choose our dog treats,”
and the consumer is expected to respond. Although this ad approach seems very simple and easy,
The Urban Mutt ad does catch your attention and gets you to think of what it is trying to
communicate to the consumer.
Link a Key Attribute to the Brand Name:
Advertiser: Squirrel
Name of campaign/focus of ad: Brand relaunch
Method: Unique selling proposition
Screenshot:
https://www.adsoftheworld.com/media/integrated/john_b_sanfilippo_son_squirrel_brand_relaun
ch
9. Analysis: This campaign from Squirrel was intended to reestablish their brand in the
market. Squirrel has been making nuts since 1888, and the advertiser wanted to have a place in
the busy market today when new products are constantly rolling out. According to Ads of the
World, Squirrel wanted the new design to reinvent the brand while celebrating its unique legacy
and heritage. The rebrand also needed to drive taste appeal, highlight Squirrel’s exquisite flavors,
ingredients, and combinations. In light of this campaign, I think it is an example of linking a key
attribute to the brand name. In this case, Squirrel wants consumers to think of their brand as the
most experienced and unique name when it comes to nuts, while still keeping focus on the nut
itself. Squirrel’s long history and background helps them accomplish this, as well as their
rebrand that includes Zip the squirrel. With newer and less experienced nut brands, it would be
harder to accomplish this. Since Squirrel has been around forever, they have a way to establish
themselves and they have the upper hand in getting consumers to link certain attributes to them.
Our textbook talks about how it is usually better and easier for a brand to link to only one
attribute because more than one can get messy and confusing. In this campaign, Squirrel is
linking more than one attribute, but they complement each other. Like our book says, two can be
used if they are complementary, like strong and gentle. With Squirrel, linking attributes like
iconic and quality go hand in hand.
Leverage Social Disruption and Cultural Contradictions:
Advertiser: Women’s Aid
Name of campaign/focus of ad: Love is…
10. Method: Tie Brand to Social/Cultural Movement
Screenshot:
https://www.adsoftheworld.com/media/integrated/womens_aid_love_is
Analysis: This campaign by Women’s Aid is a serious take on Valentine’s Day
advertisements. Many ad campaigns that come out around Valentine’s Day are showing people
what love is, what they should get for their partner, and so on. This campaign, according to Ads
of the World, was meant to disrupt people’s expectations of the holiday and teach them about the
signs of unhealthy relationships and coercive control. The ads use the title “Love is not” with lots
of examples of a controlling and abusive relationship. The screenshot above is one example, and
others included “Love is not monitoring your time” and “Love is not repeatedly putting you
11. down.” This wording, according to Ads of the World, was used to flip the usual Valentine’s Day
ad messages of “Love is…” on its head. This objective and campaign uses the method of tying
the brand to a social/cultural movement. The movement in this case is awareness of domestic
abuse. Women’s Aid aims to prevent abuse until women and children are safe, so it makes sense
for their ads to be tied to this movement. They also took the chance at this holiday to bring
awareness to the issue since Valentine’s Day is all about love. This ad campaign is very
obviously advocating about this issue. Since the organization was created to prevent abuse, the
way the message is communicated is more blunt, direct, and makes more sense than a brand like
Pepsi advocating for Black Lives Matter. This campaign is also a way to show that Women’s
Aid is here to help in this issue and that people can rely on them to be advocates for abuse
victims. Overall, it is fitting that Women’s Aid campaigns would be raising awareness for the
issue that they are trying to help with by showing informative examples of an unhealthy
relationship.
Affective Association: Get the Consumer to Feel Good about the Brand:
Advertiser: Gymbox
Name of campaign/focus of ad: Some things only make sense at Gymbox
Method: Humor ad
Screenshot:
12. https://www.adsoftheworld.com/media/outdoor/gymbox_some_things_only_make_sense
_at_gymbox
Analysis: This campaign by Gymbox is meant to show the unique and fun classes that
they offer at their gym. According to Ads of the World, this campaign was intended to show that
gym life can be unpredictable, unusual, and more fun. Gymbox, a London based fitness chain, is
trying to target anyone that wants to get fit in a more untraditional way. The headlines in this
campaign are meant to read as parts of conversations that only make sense in the context of
Gymbox. Classes there have names like Euphoria, Hangxiety, Drill Sergeant, and more. These
names aren’t your usual gym class names, so the ads show how odd it might sound when talking
about your gym class to someone else in a normal conversation. This accomplishes Gymbox’s
goal of being unique and offering fun new ways to get in shape. For example, if you tell someone
what the snippet on the ad above shows, they will probably be really confused. This gives you
the chance to explain the classes you went to at Gymbox. This campaign is meant to get the
13. consumer to feel good about the brand and the benefits they are receiving from it, and the
method used is humor. The ads in this campaign feature very silly conversations that leave you
laughing and a little confused until you read the other copy, which says “Some things only make
sense at Gymbox.” The copy also informs the consumer that they offer over 100 classes, which
gives the consumer so many options to try. Overall, Gymbox intended to get the consumer to
want to try their gym classes for their nontraditional and unique aspects, and did this by coming
up with humorous one-liners that promote the classes themselves.
Transform Consumption Experiences:
Advertiser: Ali Cafe
Name of campaign/focus of ad: The French Taste
Method: Transformational ad
Screenshot:
14. https://www.adsoftheworld.com/media/integrated/ali_cafe_the_french_taste
Analysis: This integrated advertisement for Ali Cafe was meant to promote their French
Roast coffee. This ad was shown digitally and outdoors. The objective in this campaign was to
transform the consumption experience and they did this by showing how your morning can be
transformed by drinking their coffee. Our textbook states that the advertiser may use this
objective by providing anticipation about using the product and help create positive memories
about the brand before the consumer has even used it. In this case, Ali Cafe wants the consumer
to anticipate how great the coffee will taste; they do this by the visuals of the fresh coffee and
detailing the benefits of the product in the body copy. The body copy states, “Start your day with
a cup of freshly brewed coffee that rejuvenates your senses, stimulates the mind and provides
you with increased energy levels to take on the day.” This copy is obviously pushing how great
the results of drinking the coffee will be, and hopefully the consumer will remember that Ali
Cafe was part of them having a good day. Our textbook also tells us that the transformational
method is used to make the consumption experience better. It aims to create a brand feeling,
expectation, and mood that are activated when the consumer uses the product. In this example,
Ali Cafe wants consumers to have them positioned in their mind in a good way before drinking
their product, which will transform the way that they experience the coffee.
15. Works Cited
O'Guinn, T. C., Allen, C. T., Semenik, R. J., & Scheinbaum, A. C. (2015). Advertising &
Integrated Brand Promotion (Seventh). Cengage Learning.
Ads of the World™. RSS. (n.d.). Retrieved March 1, 2022, from
https://www.adsoftheworld.com/