Post 2: Competitive Analyses (Fund. Of Advertising)

“Learning about you client’s business is paramount. Listen carefully to the information the client offers; the client is expert about his or her business.” After some in-depth searching of my cookie company I decided to take a gander on what the competition had to offer. I found that they all use the same advertising techniques. All of the brands use some sort of cartoon character or characters to advertise their product. “Most competing brands are of equal quality-that is, they are parity products of services. Effective advertising could persuade you that a particular brand is better or more appealing than the competition.” With the similarities throughout the different cookie brands, targeting a different audience is what sets Chips Ahoy! Cookies apart from the rest. Chips Ahoy! Cookies has many different competitors, but they all share the same strategy, selling to a younger audience by making their commercials, packaging, and website’s “kid friendly.” This has been something that all cookie companies have not changed throughout the years. By targeting adults Chips Ahoy!, a company that has already got the attention of a younger generation, will give them the perk over competitors by expanding their clientele. "All students, novices, and professionals should be aware of criticisms so that advertising can be made more ethical."  About 98 percent of all cookie companies use ads that are targeted towards children. Since this whole advertisement campaign is targeted to an older audience, I had to change up Chips Ahoy! traditional cartoon advertisements into something deferent. Something that only adults would see the humor in. To avoid harsh criticism the adult ad campaign has been done in a tasteful way, that would be hard for anyone to raise any concern over.

Implementation Evaluation Control (Fund. Of Marketing)

Men are the targets of this strategy, executing the strategy through advertisements directed to males cracks into the niche of the male audience. "Using a concentrated marketing of niche marketing strategy, instead of going after a small share of a large market, the firm goes after a large share of one or a few smaller segments or niches." Creating change in the traditional detergent market is key. This new way of forming trust with the products consumers prevents uncertainty of any kind. "Service intangibility means that services cannot be seen, tasted, felt, heard, or smelled before they are bought. For example, people undergoing cosmetic surgery cannot see the result before the purchase. Airline passengers have nothing but a ticket and the promise that they and their luggage will arrive safely at the intended destination, hopefully at the same time. To reduce uncertainty, buyers look for “signals” of service quality. They draw conclusions about quality from the place, people, price, equipment, and communications that they can see."

Price (Fund. Of Marketing)

The price for Tide is changing for this specific marketing plan. The price $7.77 is considered to be lucky to a lot of people. After seeing the advertisements that go along with this plan it will make a lot more sense to the consumer. "A belief is a descriptive thought that a person has about something. Beliefs may be based on real knowledge, opinion, or faith and may or may not carry an emotional charge. Marketers are interested in the beliefs that people formulate about specific products and services, because these beliefs make up product and brand images that affect buying behavior. If some of the beliefs are wrong and prevent purchase, the marketer will want to launch a campaign to correct them." Based off of the message that the advertisements gives off, the price $7.77 seems to make sense, especially to the people that need Tide for things that need to be put down the drain for good. The belief of a lucky number for the price of something that could save a man from a bad situation puts a lot of faith upon this product. "The buying process starts with need recognition—the buyer recognizes a problem or need. The need can be triggered by internal stimuli when one of the person’s normal needs—hunger, thirst, sex—rises to a level high enough to become a drive. A need can also be triggered by external stimuli. For example, an advertisement or a discussion with a friend might get you thinking about buying a new car. At this stage, the marketer should research consumers to find out what kinds of needs or problems arise, what brought them about, and how they led the consumer to this particular product." The price of $7.77 is a fair, cheap price for laundry detergent that works. The low price just feeds the need for it. "Price is the only element in the marketing mix that produces revenue; all other elements represent costs. Price is also one of the most flexible marketing mix elements. Unlike product features and channel commitments, prices can be changed quickly. At the same time, pricing is the number-one problem facing many marketing executives, and many companies do not handle pricing well. Some managers view pricing as a big headache, preferring instead to focus on the other marketing mix elements. However, smart managers treat pricing as a key strategic tool for creating and capturing customer value." Handling pricing for this marketing plan doesn't differ from most other prices. The couple dollar price drop for this marketing strategy goes along with the creative content involved in this project, capturing customer value by a low effective price.

Distribution (Fund. Of Marketing)

"Social Class is relatively permanent and ordered divisions in a society whose members share similar values, interests, and behaviors."The distribution of this product is the only part of this marketing strategy that isn't going to change. Tide had done a good job at selling a product to a wide range of people. No matter how much money you make or how old you are Tide is a product for everyone. "Consumers around the world vary tremendously in age, income, education level, and tastes. They also buy an incredible variety of goods and services. How these diverse consumers relate with each other and with other elements of the world around them impacts their choices among various products, services, and companies."

Promotion (Fund. Of Marketing)

Some men live a life style of class and fame. Other men life an outdoor, hard working life style, What ever lifestyle a man may live Tide products are sure to handle any dirty mess that may come from it. "Lifestyle is a person’s pattern of living as expressed in his or her psychographics. It involves measuring consumers’ major AIO dimensions—activities (work, hobbies, shopping, sports, social events), interests (food, fashion, family, recreation), and opinions (about themselves, social issues, business, products). Lifestyle captures something more than the person’s social class or personality. It profiles a person’s whole pattern of acting and interacting in the world." Many of men's hobbies involve getting dirty. By promoting this product as a product fit for a man, it can handle any dirty laundry that comes from your activities of life style. "Personality refers to the unique psychological characteristics that distinguish a person or group. Personality is usually described in terms of traits such as self-confidence, dominance, sociability, autonomy, defensiveness, adaptability, and aggressiveness. Personality can be useful in analyzing consumer behavior for certain product or brand choices." The promotion of this product is short and to the point. It doesn't have any subliminal messaging telling you to choose Tide over any other brand. It sends a message that is true and to the point. If a man needs clean laundry, Tide is the way to go. "Interestingly, although most marketers worry about whether their offers will be perceived at all, some consumers worry that they will be affected by marketing messages without even knowing it—through subliminal advertising. More than 50 years ago, a researcher announced that he had flashed the phrases “Eat popcorn” and “Drink Coca-Cola” on a screen in a New Jersey movie theater every five seconds for 1/300th of a second. He reported that although viewers did not consciously recognize these messages, they absorbed them subconsciously and bought 58 percent more popcorn and 18 percent more Coke. Suddenly advertisers and consumer-protection groups became intensely interested in subliminal perception. Although the researcher later admitted to making up the data, the issue has not died. Some consumers still fear that they are being manipulated by subliminal messages."

Product (Fund. Of Marketing)

Tide has numerous of competitors. All have shared similarities through out the years, and all have developed the same market. "Competitive marketing intelligence is the systematic collection and analysis of publicly available information about consumers, competitors, and developments in the marketplace. The goal of competitive marketing intelligence is to improve strategic decision making by understanding the consumer environment, assessing and tracking competitors’ actions, and providing early warnings of opportunities and threats." A man's natural behavior and actions provide plenty of opportunities for the product to apply to men. The decision in targeting men for this marketing plan is goal that other brands should consider. "A person belongs to many groups—family, clubs, and organizations. The person’s position in each group can be defined in terms of both role and status. A role consists of the activities people are expected to perform according to the persons around them. Each role carries a status reflecting the general esteem given to it by society." Males have earned the reputation of being dirty since childhood. Weather a man belong to a golf club, or a football league, a usual man's group is dirty. What ever a mans status is the expectations of a man will inevitably need a good laundry detergent. "People usually choose products appropriate to their roles and status. Consider the various roles a working mother plays. In her company, she plays the role of a brand manager; in her family, she plays the role of wife and mother; at her favorite sporting events, she plays the role of avid fan. As a brand manager, she will buy the kind of clothing that reflects her role and status in her company."

Target Market Strategy (Fund. Of Marketing)

Women are the biggest consumer of laundry detergent. The target of this market plan is to sell to a male audience. This new plan targets a new viewer to Tide's products. "As we’ve emphasized throughout, customers are the most important actors in the company’s microenvironment. The aim of the entire value delivery system is to serve target customers and create strong relationships with them. " The competitive advantage of this plan is that it's targeting a brand new audience in a different way that no other detergent brand has done before. With men having the dirtiest laundry, detergent definitely becomes a need for any man. All men have dirty laundry, but some men have more than others. Getting your clothes clean of anything that shouldn't be there is something that all men need. "To create value for customers and to build meaningful relationships with them, marketers must first gain fresh, deep insights into what customers need and want. Companies use such customer insights to develop competitive advantage. “

Wk 7: EOC Business Mission Statement (Fund. Of Marketing)

                Every man has dirty laundry, whether it be from hard work or labor, or something that is more personal and better kept secret. The mission of this product (Tide) is to assure men that they can trust in the product, because it can wash away any man’s “dirty laundry” down the drain. An unseen stain or a foul odor that any man is used to coming across can be washed away without worry, or guilt.

Pitch (Fund. Of Marketing)

                One thing that all men have in common is dirty laundry. Men’s dirty laundry comes from an assortment of things. Being a man you are stereotyped to be big, messy, and dirty. Having a product like Tide laundry detergent could be the solution to every man’s piece of dirty laundry. Whether a man has dirty clothes from a hard working or messy job, a big meaty meal, or something that is better kept secret. Tide is a product that everyman can count on to get their dirty laundry down the drain.

Situation Of SWOT Analysis (Fund. Of Marketing)

Men is who this marketing plan is fit to serve. Men is a part of the market that laundry detergents don't really touch ground on. This plan is different from the rest because it is targeting men directly."The company must first decide who it will serve. It does this by dividing the market into segments of customers (market segmentation) and selecting which segments it will go after (target marketing). Some people think of marketing management as finding as many customers as possible and increasing demand. But marketing managers know that they cannot serve all customers in every way." The message from the advertisements tell men that the product can serve them in one way, by cleaning their dirty clothes. By forming trust with the targeted market, it forms a relationship at the same time. If a man can trust in a product to work for all of their needs, it will make men a little more loyal to this brand. "Customer relationship management is perhaps the most important concept of modern marketing. Some marketers define customer relationship management narrowly as a customer data management activity (a practice called CRM). By this definition, it involves managing detailed information about individual customers and carefully managing customer “touchpoints” in order to maximize customer loyalty. "

Objectives (Fund. Of Marketing)

The objective of this marketing plan is to see a product to men. This plan is designed to sell to a different kind of audience. Being that women are the main consumers of products like Tide and other laundry detergents, this marketing plan will be different from the others that try to target women. "The marketing concept holds that achieving organizational goals depends on knowing the needs and wants of target markets and delivering the desired satisfactions better than competitors do. Under the marketing concept, customer focus and value are the paths to sales and profits. Instead of a product-centered “make and sell” philosophy, the marketing concept is a customer-centered “sense and respond” philosophy. The job is not to find the right customers for your product but to find the right products for your customers." By describing the benefits of this product in the magazine ads, it's telling every man that Tide is the rift product for them. That it can handle any load of dirty laundry. "The process by which companies create value for customers and build strong customer relationships in order to capture value from customers in return." The message that the magazine advertisements give off is that a man can trust in Tide. Being able to trust in a product is what makes a relationship between the customer and product. Having a man's trust is what will keep them coming back. "Today, marketing must be understood not in the old sense of making a sale—“telling and selling”—but in the new sense of satisfying customer needs. If the marketer understands consumer needs; develops products that provide superior customer value; and prices, distributes, and promotes them effectively, these products will sell easily. " Men have the dirtiest of laundry without a doubt making laundry detergent into something a man will need. The dirty laundry could be a result from labor, or something better left unsaid. Being able to count on Tide to get all of a man’s dirty laundry down the drain is what satisfies a mans needs.

Post 6: Analysis Of Project In The Real World (Fund. Of Advertising)

The tag-line is what this advertisement is designed around. Something short that will grab somebody's attention."The tagline is the catchphrase that conveys the brand or group's benefit or spirit and expresses an umbrella theme or strategy for a campaign or a series of campaigns; it also is called a claim, end line, slogan, or strap line." As long as I can remember, there's never been a famous advertisement for cookies. Over decades of cookie commercials they developed a trend. After awhile all cookie ads looked fairly similar. Not only cookie advertisements but the companies as well. A lot of cookie companies adopted a trademark character to promote their product. This ad campaign would break the trend of cookie ads and attract more of an audience. "To create something fresh, you need to knwo what has already been done. You've seen million's of adds in your lifetime and probably know what looks, feels, and sounds stale by now. The ability to desconstruct and categorize ads is a useful skill for those who aspire to do creative work." Adults indulge in simple pleasures everyday. Pleasures like eating one of your favorite cookies, or things that are better left unsaid. "Get your hands dirty, and indulge" can apply to any pleasure one might partake in through out their day, or life. "In advertising, slice-of-life format is a drama showing a realistic portrayal of life, featuring everyday situations to which average people can readily relate."

Post 5: Creativre Content (Fund. Of Advertising)

The creative content for this ad campaign is based off of pleasure. The feeling that you get from eating a Chips Ahoy! Cookie."On the other hand, comparing a product or service to something different from it-a feeling, a sensation, or another type of experience-can be a strong premise for an advertisement; it has the potential to be extremely effective and memorable." Associating eating a cookie with indulging, and associating the experience of eating a cookie gives feeling to the advertisement. By doing that, the audience will better remember the ad. The next time they see Chips Ahoy! cookies, they'll remember the ad and associate it with the pleasure of eating a really good tasting cookie. "Most creative professionals would agree that when one-the line or visual-is the "star" or "hero" of an ad, then the other should take a supporting role. If both visuals and words are competing for the consumer's attention, then it may cause confusion or a power overdose." The tag-line of this advertisement takes the roll of the star. The supporting role of the advertisement is the graphic, along with the company logo and more text. The tag-line pulls the whole ad together, if there were no tag-line the ad would be kind of a cliff hanger. An open ended advertisement that wouldn't get the message across to the viewer. The graphic and other text supports the star of the ad, sitting next to the campaign tag-line it completes the story and message that this advertisement is giving off. "Visual-driven ads are those in which the visual carries the weight of the ad message or in which there is no copy other than the sign off; the visual captures the viewer's attention first." This advertisement is mostly all visual. It includes the tag-line and other supporting text, but the majority of it is a visual. People have their own problems, and concerns in life, and reading an ad in a magazine is definitely not one of them. So I thought making this advertisement mainly visual it would be more likely for the viewer to stop and look. Compared to a page full of text telling you to buy buy, and buy, I felt that a strong visual ad with a meaning behind it would be more affective. "However, it is sensible not to rely on the body copy to transmit the principal message. The line plus visual should communicate the primary message, and the body copy supports that message and adds to it." The tag-line, text, and visual come together to help communicate the message. Relying on nothing but text for this advertisement wouldn't have interested me, and if it wouldn't have interested me, how many other people would feel the same way? "The structure and individual characteristics of a typeface matter greatly to communication and how well any typeface will integrate with the characteristics of an image." Since this advertisement is mainly visual with little text I had to make sure that the graphic didn't over power or seem too dominant over the tag line text. I decided to make all of the text in this ad bold and big. Display texts are always good to put in ads. It stands out, and isn't a lot to read if you put just enough. "By creating an image, you create an original, and you have control of what is depicted in terms of: media, colors, textures, angel, point of view, setting, and so on." Creating this ad needed originality. All of Chips Ahoy! customers have similar advertisements, so this one needed to be different. Targeting adults couldn't be done by having another animated advertisement. Creating a situation that is implied in the ad is something totally different, a different way to advertise a cookie brand than ever before.

Post 4: Promotion (Fund. Of Advertising)

"An advertising campaign is a series of coordinated ads, based on an overarching strategy, connected by look and feel, voice, tone, style, imagery, and tagline, where each individual ad in the campaign can also stand on it's own." This advertisement  was designed to target older viewers. The look and feel of this Chips Ahoy! advertisement is promoted in a more mature fashion through a double truck magazine ad. "Juxtaposition, place two visuals side by side for contrast and comparison." The graphics and text sit side by side across the ad. Promoting the magazine with two full pages of text and a graphic that flows across the page will help the viewers eye flow with the advertisement. "A visual analogy is a comparison based on similar or parallel qualities. " "When you use one thing to indentify another, especially an attritubte of that thing, that is a metaphor. Visual metaphors can invite the reader to work a little bit, to interact with the ad; the reader is engaged by thinking. If the visual metaphor is interesting, on strategy, and accessible, the reader is more likley to notice the ad, be engaged, and interact." It will take a brief second to realize what this campaign is promoting, but it's not enough time for the viewer to lose interest. The ad is a metaphor for partaking in a pleasures adult act. A "Do Not Disturb" sign on a door could mean a lot of things, but with adults thinking the way they do, the promotion will allow the audience to engage in the advertisement, and see what the real meaning behind it is. "Storytelling is a narrative format in which a tale is told to an audience utilizing voice, gesture, and/or imagery; we have the story, the teller, and the listeners."

Post 3: The Big Idea (Fund. Of Advertising)

                The Idea of this advertisement campaign is to target and older demographic, adults to be specific. The idea is meant to target adults in a different way that no other cookie company has done before. “Very few products, services, or groups are unique; most are parity products, that is, they offer qualities and functions similar or identical to those of their competitors. Branding and advertising differentiates these parity products, services, and groups in a crowded marketplace.” This advertising campaign is to associate Chips Ahoy! Cookies with older people, and make Chips Ahoy! a brand that is more than just a children’s lunch time and afternoon snack. “What differentiates a brand is how it is characterized, its visual and verbal identity as expressed in each media unit and through every point of contact. Simply stated, differentiation is what distinguishes one brand from the rest.” Making Chips Ahoy! an adults brand of cookie, as well as a children’s cookie is what makes it different. Using adult humor, or adding something to an advertisement that only adults would comprehend is something that a wide range of customers could relate to. Rather than using little elf’s in trees or animal shaped cookies as a child would relate to, Chips Ahoy! will be the first to take their advertising to a more “mature”  level. "The passages from Freud, Maslow, Rapaille, and Miller discuss human nature. The totality of enviornmental factors affecting our nature is called nurture; so, from this perspective, the context in which we live makes us who we are. How we are nurtured plays a significant role in how we make choices and in our behavior." By targeting adults, I thought that designing a campaign relating to adult behavior. One of the best things about being an adult is being able to indulge in the pleasures you couldn't when you were young. Anything from having a cigarette, to eating a cookie. It is a part of adult behavior to partake in whatever pleasures you.

Post 1: Name Of Product And Slogan (Fund. Of Advertising)

                Chips Ahoy! cookies are sold to all types of demographics, but advertised to a young audience. Advertising this product to adults needs to consist of things those adults can relate to rather than kids. What are adults interested in? What is their typical day like? How would this product appeal to adults based off of these questions? All adults partake in simple pleasures, so in this campaign the product will be advertised as another one of those simple pleasures. “Get your hands dirty and indulge.” The slogan describes the product as something that you indulge in rather than something you eat. It is something which gives adults the inability to resist the gratification and desires of this product, with the cookies serving as an escape for an adult’s everyday life. Just like other simple pleasures that adults would partake in at the end of a long day. The ad is selling the idea of pleasure when you “Get your hands dirty and indulge.”