SnickersWhat is the same?Key message: when you are hungry, you are not yourselfKey benefit as hunger solutionBoth shown through print and TV advertisingGet some nutsHumor for executionMr. T used as celeb, deemed homophobic and was not successful, had to be taken downBroke productStrategy: celeb endorsementYou’re not you when you’re hungryHumor for executionSaved snickers brandMade productStrategy: celeb endorsementTwixNeed a MomentGoal: to introduce Twix in a new way as a necessityInsight: everyone wants that moment to escape reality, get awayKey message: Twix allows consumers to pause for a moment, enjoy the candy bar, come up with an explanation and resume realityEXECUTIONS: story, pitch, characters, dynamicPick a SideGoal: emphasize Twix’s quality, promote Twix against competitorsRetentive stageInsight: competitive ideologyKey message: Twix allows consumers to have a choiceEXECUTIONS:StoryStatic, dynamic & immersive mediasPrint, TV, outdoor, digitalSummaryNeed a momentStrategy: one way communication, escape insightExecution: dynamic, story + pitchReasons why: new pioneeringPick a sideStrategy: two way communication, competitive ideology insightExecution: dynamic, static, immersive, and storyReasons why: RetentiveChipotleMainstream AdsExecution: static media (type face, style of images, visual similarities)Print adsTarget market: budget conscious consumerStrategy: producer led advertising, mass produced, predictable, product ads, pioneering/competitive stageFood with Integrity“back to the start” ad—dynamic media and societal marketing“the scarecrow” viral video—immersive & emotive video through use of montage with story, animationMainstreamProducer led, static, economic value of style, mass produced and predictable, low budget sendersInstitutionalizedConsumer led, dynamic, societal marketing, immersive and immotive, montage with story, health conscious consumerBothBrandAwarenessPositioningADPR 3100 1st Edition Lecture 28 Outline of Current Lecture II. Presentations (day 4)Current Lecture Snickers - What is the same?o Key message: when you are hungry, you are not yourselfo Key benefit as hunger solution o Both shown through print and TV advertising- Get some nuts o Humor for execution o Mr. T used as celeb, deemed homophobic and was not successful, had to be taken down o Broke product o Strategy: celeb endorsement- You’re not you when you’re hungry o Humor for executiono Saved snickers brando Made producto Strategy: celeb endorsement Twix - Need a Momento Goal: to introduce Twix in a new way as a necessityThese notes represent a detailed interpretation of the professor’s lecture. GradeBuddy is best used as a supplement to your own notes, not as a substitute.o Insight: everyone wants that moment to escape reality, get away o Key message: Twix allows consumers to pause for a moment, enjoy the candy bar, come up with an explanation and resumereality o EXECUTIONS: story, pitch, characters, dynamic - Pick a Side o Goal: emphasize Twix’s quality, promote Twix against competitors o Retentive stage o Insight: competitive ideology o Key message: Twix allows consumers to have a choiceo EXECUTIONS: Story Static, dynamic & immersive medias Print, TV, outdoor, digital - Summaryo Need a moment Strategy: one way communication, escape insight Execution: dynamic, story + pitch Reasons why: new pioneeringo Pick a side Strategy: two way communication, competitive ideologyinsight Execution: dynamic, static, immersive, and story Reasons why: Retentive Chipotle - Mainstream Ads o Execution: static media (type face, style of images, visual similarities) o Print ads o Target market: budget conscious consumero Strategy: producer led advertising, mass produced, predictable, product ads, pioneering/competitive stage- Food with Integrity o “back to the start” ad—dynamic media and societal marketingo “the scarecrow” viral video—immersive & emotive video through use of montage with story, animation - Mainstreamo Producer led, static, economic value of style, mass produced and predictable, low budget senders- Institutionalizedo Consumer led, dynamic, societal marketing, immersive and immotive, montage with story, health conscious consumer - Botho Brand o Awarenesso Positioning
View Full Document
Unlocking...