sweet vengeance

Ad/PR Case Study # 4: Smart Ads – New Interactive Advertising Trend

Advertising is now one of the most intelligent industries in the world. They can adapt to the new changes and innovations of the surroundings like in technologies. With the booming industry using online strategies, advertisers have discovered that they can reach a wider range of audience with the use of internet connections particularly to social networking sites like facebook.

One of the features of Facebook is the profile of the user where the user can share some information about them. Among this information are favorites, hobbies, interests, etc. This kind of information can be shared to your friends like in the newsfeeds where friends can discover such information about you that can build understanding with them.

Advertisers found out that they were able to note the preferences of their possible consumers depending on the information that they share online which can get the interest and attraction of the buyers. They can possibly get the information online by means of the profile page, browsing history or the cookies in your browser. Because of these information, the advertiser can possibly advertise to their online consumer what is fitted to their preferences.

The hierarchy of effects sets the foundation for the exploration of consumer thought- processes and is one of the main theories used to explain how we believe advertising works. Lavidge and Steiner (1961) introduced the hierarchy of effects in their theoretical essay exploring the influences on consumer decision-making. This theory, which acts as a consumer model of advertising, introduced the concept that advertising can be a long-term process, countering the prevailing opinion that all advertising should incite immediate action from the consumer to be successful. The six steps of the hierarchy include awareness, knowledge, liking, preference, conviction, and purchase. The researchers recognized that individuals travel through the steps at differing speeds depending on the level of involvement with the product and individual motivation, among other factors. They believed understanding the consumer‟s decision-making process allowed advertisers to construct more persuasive messages.

Smart interactive ad is a good strategy and makes the lives of advertisers and consumers easier. But in every relationship, there is always a boundary. Advertisers should know their boundaries whenever they got the information about their consumer. It should be keep privately and intimately. They should be contented with the information of the consumer has given; it is not a good move to overstep the bounds and ask for more information rather than what it has given to you. For the online users, they should be responsible with their information they posted in the internet especially in social networking sites. As an online user, we should be more aware with it. There’s nothing wrong in sharing your interests, hobbies etc. but I think, personal information should not be placed or posted online. It is better to keep personal and critical information about you in private. We should also be more aware about the private settings of our accounts so that we can control the person who can view our information.

Credits:

http://printfu.org/read/engaging-audiences-an-analysis-of-social-media-usage-in-advertising-d655.html?f=1qeYpurpn6Wih-SUpOGunK2nh7G9vaa7sbO3kqrDuK-6u6ixwrCFtbaFscCqus25vsCFu7WWuMOrrrG-ibu5qr6uhcHCt6y5iK6-kqqyyqvHwa6_uMSslqPYqqSjkOjal6jYpqCnn5bS2uPm1t7EttrZyo6q6Z-loofWlKThrp-np4fU4-rVrpeU1ebNnODZ6pvK0OSlyePL2J_T38_d0tbP0dGe29nYlZWko5-gpJelmpahoqmaqZfa3uTO4ejY3tDZ0dOlquHR0em_ytDm38nVyt_Y6avd1sbcoNnS2oiw6g

http://www.google.com.ph/imgres?q=interactive+advertising&hl=en&biw=1366&bih=677&gbv=2&tbm=isch&tbnid=4a_7_t1VYICmhM:&imgrefurl=http://www.inquisitr.com/145956/internet-advertising-revenues-at-14-9-billion-in-first-half-2011-up-by-23/&docid=y7QqEvYfo6K1GM&imgurl=http://cdn.inquisitr.com/wp-content/2011/09/advertising.jpg&w=350&h=313&ei=XJ7bTs7JMsaRiQeT3I2KBQ&zoom=1

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Ad/PR Case Study #3 FroYO and the Tickle in our Taste Buds

People love to eat. We have different varieties of food to choose. Each specific place has a specialty when it comes to food. Like in the Philippines, we have different types of food in each type of food. We made these foods differ from the other by doing some twists and adding more spices.

Food industry is one of the most in demand to the consumers. Places who love to eat like in our country; this kind of industry is really one of the most in demand. If we look around, there are lots of fast food chains, restaurants, food stalls, carinderia, etc. which shows that people loves to eat. I can say that in our country, when it comes to food, there are inconsistencies. Why? In my own observation, it is because of; we love to make experiments on our foods to make it more special and unique from the other.

For example, yogurt became one of the most in demand dairy product nowadays. One of its reason because people now became more aware of their health so they have discovered that yogurt is a health-friendly food. It is said that it contain less fat than any ordinary dairy products.

Different frozen yogurt or FroYo parlors were established in different parts on the cities especially in malls. In order to get attraction to the customers, they offered self-service stations. These self-service stations allow their customers to choose or customize their yogurt. Customers will now have the freedom to choose of what toppings they would like to add to their dessert according to their taste.

FroYo parlors’ owners found out that the freedom of the customers to choose from different choices and customize their food really attract customers. So they come up with the strategy of putting different varieties of toppings and syrups in order for the customer make their own style of food which will fit to their taste. If the customer will like this kind of service, the customer will come back to the store.

Psychologist Abraham Maslow first introduced his concept of a hierarchy of needs in his 1943 paper “A Theory of Human Motivation”¹ and his subsequent book, Motivation and Personality.² This hierarchy suggests that people are motivated to fulfill basic needs before moving on to other needs.

Maslow’s hierarchy of needs is most often displayed as a pyramid. The lowest levels of the pyramid are made up of the most basic needs, while the more complex needs are located at the top of the pyramid. Needs at the bottom of the pyramid are basic physical requirements including the need for food, water, sleep and warmth. Once these lower-level needs have been met, people can move on to the next level of needs, which are for safety and security.

As people progress up the pyramid, needs become increasingly psychological and social. Soon, the need for love, friendship and intimacy become important. Further up the pyramid, the need for personal esteem and feelings of accomplishment take priority. Like Carl Rogers, Maslow emphasized the importance of self-actualization, which is a process of growing and developing as a person to achieve individual potential.

In this hierarchy of needs, I think that if one of the needs of the consumer has been satisfied by a store or company, the costumer has the tendency to go back to that store. For me, food is not only the satisfaction of the customer in that kind on FroYo parlors’ strategy. Because of the “do-it-yourself” FroYo, customer also satisfies their aother needs like creativity, contentment, etc. With the satisfaction they got, it helps for them to properly process their growth and development as a person to reach their potentials.

Credits:

http://psychology.about.com/od/theoriesofpersonality/a/hierarchyneeds.htm

http://www.google.com.ph/imgres?q=frozen+yogurt&hl=en&biw=1366&bih=677&gbv=2&tbm=isch&tbnid=kug8oJFJJCsaKM:&imgrefurl=http://www.sodahead.com/fun/frozen-yogurt-vs-ice-cream/question-850683/&docid=XowyO-kX7CBogM&imgurl=http://kdforconsumerism.files.wordpress.com/2008/05/frozen-yogurt.jpg&w=640&h=396&ei=LZ7bTvmSNueiiAf30fihAQ&zoom=1&iact=rc&dur=343&sig=100215530400373106967&page=1&tbnh=106&tbnw=171&start=0&ndsp=23&ved=1t:429,r:21,s:0&tx=91&ty=37

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Ad/PR Case Study #2: The Future of Facebook Marketing Campaigns

Technology has been one of the greatest inventions of all times. Almost every one of us is using it. It has been part of our daily living so as doing our different activities. Technologies made are life easier and more accessible. One of the greatest technologies I can consider is the creation of computers and establishments of internet connections.

With the use of computer and internet connection, people became more informative. They use it to get different information like news, articles, etc. These information do not cover only local area but also the global scene. People can now easily access different websites containing different facts even if the websites originate from the other countries. People nowadays tend to explore more about the things around them.

Connectivity has been also one of its great uses. People use it to connect from other people even if it is living outside the country. People use different social networking sites such as Facebook, Twitter, etc. to connect with their families and friends living in far areas. Because of different social networking sites, many people tend to re-connect again with their families and friends who haven’t had any in touch with them for a long time.

Facebook has been one of the most used social networking sites in the world. Facebook is still improving to be the all-in-one of users when it comes to social connectivity. Facebook have different features like chat (personal, group, and video), group list, photos and video (tagging and sharing), and many more.

Because of the different features and millions of people are using it, facebook has been used for marketing campaigns. Marketing practitioner discovered that with the use of facebook with different strategies to get the attention and interest of the consumers, they can easily promote their brands and products. Practitioners used often the “LIKE this PAGE” strategy where they named their fan page something that is very catchy to the customers where there are some promos like creating your own, photo-liking, and picture comments where they can get different prizes. With this kind of strategy, while interacting with their participants online, their brands have been promoted also which made facebook use as promotional tool of the brand. Consumers participated in different promos tend to spread it in order to gain more LIKES or support a contestant which made the brand name promote also.

The Interactive Advertising Model shows what processes actually take place in the visitors mind and what the possible outcomes are when viewing an online ad. Obviously with any form of advertising, some consumers are influenced more than others.

Online advertising clearly contributes to a greater brand awareness, causing incremental shifts in consumer thinking - creating awareness, fostering association between the product/business and the message, and finally creating intent to purchase. Your business is your brand. Increased brand awareness and increased brand image will ultimately increase your market share.

The interactivity feature means that, for this new form of advertising, there are additional and different structural features of interactive ads as compared to traditional ads. In addition, there are additional and different kinds of responses to the advertising that people can make in an interactive (versus non-interactive) environment.

So this article has shown that the more interaction with the customer, the more the customer become aware, and informed about the product being endorse. With just a click away, the product or brand endorsed was spread instantly.

Credits:

http://www.wn12.com/interactiveadvertisingmodel.htm

http://jiad.org/article5

http://www.google.com.ph/imgres?q=facebook+marketing&hl=en&biw=1366&bih=677&gbv=2&tbm=isch&tbnid=7oGMQetHiAsAjM:&imgrefurl=http://iamronel.com/blogging/facebook-marketing/&docid=hzmpvDzQe2JoNM&imgurl=http://iamronel.com/wp-content/uploads/2011/05/Facebook-Internet-Marketing.jpg&w=383&h=313&ei=L53bTrb-MqStiQeOlLzDDQ&zoom=1

http://sirmarteliascarlo.tumblr.com/post/13437191705

Ad/PR Case Study # 1: Green-Minded Buyers – Indian and Chinese Consumers More Environmentally Conscious than Western Consumers, says MPG Survey

Because of the fast growing of technology, there are lots of gadgets, appliances and other products have been invented. People used these things in order to accomplish certain tasks in their everyday living. Some of these products are now becoming part of the everyday routine of the people that they can’t complete their day without it. We cannot deny the fact that these kinds of products really contribute a big help to us without knowing or thinking whether these things are socially or environmentally friendly. Are we aware about the effects of these inventions in our environment and social aspects? For me, I think we are not.

People should be more aware about the things we have been using. We should be aware of what are the effects of it in our environment. We should be more conscious about this kind of information because we are the responsible of using it and we will be more affected whenever our nature pays back. But how the consumers can be well informed?

The companies that own these products have the responsibilities in this matter. They should manufacture and produce products that are environmentally friendly. They should be more aware with the effects of their product to the environment so as with the effect of it to the consumers. Some chemicals included in making of some products can develop a bad effect to the environment especially to our health. Companies should be the responsible of informing their consumers about the facts of their products like proper handling, side effects, etc.

From the study conducted, the Chinese and Indians prefer more of using their local products over the international products because according to them these are more socially and environmentally friendly. But why do Filipinos prefer of using imported brands rather than the local ones? Well I can’t say that I’m not using imported products. Yes, I do use them but I appreciated more the local products. I think people are more expose about the information of the imported products maybe because of advertisements. There’s a lack of exposure of our local products which I know better than the imported ones and more environmentally friendly.

This one should serve as a wakeup call to everyone. We need now to be more aware with the products we are using. Maybe today it helps us, but what if it will be the cause of destruction of our surrounding so as to with ourselves? Let’s make our moves before it’s too late. There’s nothing wrong to be GREEN if it is for the goodness of everyone.

Social Responsibility is an ethical or ideological theory that an entity whether it is a government, corporation, organization or individual has a responsibility to society. There is a large inequality in the means and roles of different entities to fulfill their claimed responsibility. Social responsibility is voluntary; it is about going above and beyond what is called for by the law (legal responsibility). It involves an idea that it is better to be proactive toward a problem rather than reactive to a problem. Social responsibility means eliminating corrupt, irresponsible or unethical behavior that might bring harm to the community, its people, or the environment before the behavior happens.

Credit:

http://www.scribd.com/doc/2553498/Social-Responsibility-is-an-Ethical-or-Ideological-Theory-That-an-Entity-Whether-It-is-a-Government

http://www.google.com.ph/imgres?q=go+green&hl=en&biw=1366&bih=677&gbv=2&tbm=isch&tbnid=lerrTrom9wQyhM:&imgrefurl=http://resourceyork.wordpress.com/2011/04/23/go-green-in-the-city/&docid=NyNtKOVS1MxqlM&imgurl=http://resourceyork.files.wordpress.com/2011/04/gogreeninthecity.jpg&w=640&h=424&ei=05jbTp30AYO4iAfN983PDQ&zoom=1

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