Here is the video we made for the blog!
Advertiser's Anonymous: Road to Recovery
Rory, Jacob, Erika, Alissa, Carla
Rory, Jacob, Erika, Alissa, Carla
Wednesday, 27 May 2015
Coke vs Pepsi Part 2/2
Coke and Pepsi Part 2/2
Topics to discuss
·
Demand
and Availability
·
Self-Improvement
·
Preservation
of the Original
Demand and Availability
For a product to be successful,
it must make profit, and one of the ways that it can do that is through its
distribution system, where is creates a demand though advertisements and
therefore a need to create more supply. This is true for both Coles and Pepsi.
However as these two competing brands have been incorporated into the fast food
franchises and are advertised as the drink to go with this company’s product, then
they need to compete in a different way, namely not both being available at
once.
Both companies sign a supply
contract with the individual companies they supply to and they are not ever in
the same place. KFC for example stock Pepsi while Hungry Jacks will only stock
Coke. This then causes a limitation of availability and puts forth the idea to
choose this food place to eat because they carry Pepsi instead of Coke.
Self-Improvement
Both Coke and Pepsi have tried to do two things with their
product. Firstly they try to put out a good product that pleases people in both
athletics and taste and secondly they then take feedback and create versions to
please everyone. It is this second point that has really made these brands
successful internationally. As not only do they have a great product but they
modify themselves to fix issues people have which not only earns them respect
but also opens them up to new audiences by appealing to different groups.
They both do this with their different ranges of the same
product. Coke has Regular which is identified as a red background with
white writing. They then made one with the sugar taken out called Zero.
This then appeals to the health conscious and parents who are heath conscious for
children.
They then also have Diet which has removed the caffeine,
meaning that people can enjoy the same great taste but may not be able to
tolerate the caffeine now don’t have to. Pepsi have their own similar different
versions, Regular Pepsi, Pepsi Max which has no sugar and
Pepsi next which has less sugar as a in between option. All these options have
been very successful and contributed to their success.
Finally both companies have come into the news recently over
the new line in both products that use stevia instead of sugar as a sweetener
and as an alternative to chemical sweeteners. This product is known as Coke
Life and features a green label in both the coke brand and the Pepsi brand
which helps to identify it as a stevia product. This change will appeal to the
health conscious, those aware of the dangers of fake chemicals and also those
who wish to lose weight as they have significantly less of an impact on the
human body.
Here is a coke life video that illustrates people’s
reactions to it interms of concept and taste. It highlights how people are very
attached to this product and how they react to the change. This type of
advertisement featured (interviews) is one very key way of advertising a new
product or line.
Preservation of the original
This last point is very important. As a brand both Coke and
Pepsi are very simple, the shape of the bottle, the plain coloured background,
because what they are selling is the product. It is extremely popular. It is a
drink, they want to sell its refreshes and its ability to go with most foods
and give energy. Therefore talking about the good things about this product is
key. The great taste and unchanged recipe have only fuelled its successes.
Web links-
image from- http://economicstudents.com/2012/10/coca-cola-vs-pepsi-the-economics-behind-cokes-dominance/
Post by Alissa
Netflix vs Stan - Part 3/3
When comparing Netflix to Stan they have been able to solidify their market position through their content offering and this is a direct result of their advertising efforts.
The main TV series advertised by Netflix has been House of Cards, as it features major hollywood actors, and allows Netflix to grow their market share by appealing to a broad range of people, interested in the topic area of politics and drama.
Netflix released the first episode of House of Cards on the 1st of February in 2013, and released in an a fashion which allowed "binge watching" - basically allowing people watch the entire series in one sitting, as opposed to waiting for the show to come out week by week, episode by episode. This model proved successful and allowed Netflix to both gain market share and provide a model in a market which was struggling to find a point of differentiation.
Netflix decided to release season 2 and 3 of House of Cards in a similar, one shot, binge watch type schedule and companion advertising campaign.
The main TV series advertised by Netflix has been House of Cards, as it features major hollywood actors, and allows Netflix to grow their market share by appealing to a broad range of people, interested in the topic area of politics and drama.
 |
| Source: http://www.christianpost.com/news/house-of-cards-season-3-release-date-netflix-premiere-date-in-2015-delayed-due-to-maryland-tax-feud-115343/ |
Netflix released the first episode of House of Cards on the 1st of February in 2013, and released in an a fashion which allowed "binge watching" - basically allowing people watch the entire series in one sitting, as opposed to waiting for the show to come out week by week, episode by episode. This model proved successful and allowed Netflix to both gain market share and provide a model in a market which was struggling to find a point of differentiation.
Netflix decided to release season 2 and 3 of House of Cards in a similar, one shot, binge watch type schedule and companion advertising campaign.
Source: screenrant.com
As can be seen in the above banner, copy like "now Streaming", "Season 1" and "Now Only" accompanies the graphic of Kevin Spacey - The villainous main character, Frank Underwood. This advertisement highlights all the beneficial features of House of Cards, and provides an insight into what both Netflix and consumers value in this new, SVOD economy.
Stan has attempted to do a similar promotion with the series Community.
 |
| Source:https://www.facebook.com/Stancomau |
Whilst it wasn't made by Stan (Where House of Cards was made by Netlix) Stan has attempted to promote a similar offering of having an entire set of content. However, the shortfall of this offering is that Community isn't made by Stan and it isn't released in one big hit like House of Cards is.
This means that Netflix has the superior offering over Stan, as they are able to produce, upload and advertise their series in a more exclusive manner than Stan is currently able to do.
What does this mean for the future of advertising in the SVOD space? We expect more emphasis on the exclusive nature of original content - So expect more "Made by Netflix" or "Only on Netflix" or "First and only on Stan" - The great thing about this all is that the consumer wins. They are able to get a variety of content at a price and plan that is convenient for them.
Watch the SVOD space, as it will no doubt be a battle ground for advertising! - By Jacob
Tuesday, 26 May 2015
Ethical Issues in Alcohol Advertising
In respect to many products consumer ethics play a huge role
in the decision making process relative to what we buy. This concept is
arguably the reason behind company focus on brand image and company values.
However when advertising a product which in some respects isn’t ethically
acceptable in society (Alcohol) marketers need to take consumer values into
consideration in order to market their product effectively. Due to changes in
societal values these companies now have to abide by regulation (government)
bodies and family values in the community as they know bad values association
is bad for business.
Due to these social and legal constraints there are
restrictions on when certain products can be marketed e.g. no alcoholic
advertisements on television before 8pm. These companies now have to follow a
strict code of conduct which involves eliminating any sort of alcoholic or
binge drinking association with their product.
In these instances some companies have taken to market their
product in association with drink smart or drink classy campaigns. Take the
example below for Ketel One Vodka, with a few suave men sitting around a table
playing poker. The aim of this is to position their product in a category of
smart drinking or superior good.
Another very controversial aspect in alcohol advertising is
sponsorship of sporting events due to the young crowd which can be exposed to
these messages and the culture of alcohol immersed into sport. For years now
Victoria Bitter has sponsored Professional cricket series in Australia and in
recent years has sparked ethical debate about exposing kids to alcohol
advertising at a young age.
Post By Rory
Monday, 25 May 2015
Dove advertising
I
decided to dedicate today’s blog post to the recent Dove advertising campaigns.
Over the last couple of years Dove has become known for their clever and unique
marketing campaigns.
Ads
about beauty typically involve slim models with nice skin and perfect hair, even though
they do not need it these models are photoshopped anyway, giving an unrealistic
image of what women should look like.
 |
| main.stylelist.com (Victoria Secret ad) |
Dove has steered away from this strategy and taken different yet
refreshing approach. In their latest beauty campaigns Dove has featured women
of all shapes and sizes, emphasising the idea that women can feel beautiful
regardless of skin colour, weight or height. Dove is encouraging women to love
themselves and be confident in their own skin. This view an be seen in past and
recent slogans used such as: ‘When it comes to your body, love the one you’re
with’, ‘Be your beautiful self’, ‘Joy is the best make up’ and ‘Every body is
beautiful’.
 |
| rmitcatalyst.com |
Personally, I
love the Dove campaigns. Encouraging women to value their inner-beauty and be
happy with their body is a great message, it is advertising with a purpose. In
todays society women place a significant amount of pressure on themselves to
look ‘perfect’, constantly comparing themselves to the unrealistic portrayals
in the media. Therefore, by having a big company like Dove encouraging women to
focus less on the exterior and more on the interior is an excellent way to
change the mindsets of many women.
 |
| cakeandpoison.com |
Check out this video released by Dove
Thursday, 21 May 2015
Gender stereotypes in advertising
In today’s blog post we will be looking at the portrayal of gender in fashion
advertising. Labels and designers like Tom Ford, Gucci, Dolce & Gabbana and
many more have all been criticized for their choice of techniques in past ad
campaigns. These labels were accused of being sexist, as their advertisements seemed to stereotype gender
roles and characteristics.
Dolce & Gabbana
 |
| www.buisnessinsder.com.au Dolce & Gabbana, Spring/Summer collection 2007 |
This ad was faced with a lot of criticism after its release in 2007. The image depicts a woman being pinned down on the ground by a man, whilst others watch. This ad portrays men as dominant, masculine and powerful whilst the woman is vulnerable and submissive as shown by her blank facial expression.
Gucci
 |
| www.fashionadexplorer.com Gucci Fall/Winter 2010 Photographer: Mert Alas & Marcus Piggott |
 |
| Gucci, 2000 www.karanovic.org www.photobucket.com |
Once again these ads by Gucci portray the man as dominant and powerful, with women being submissive and vulnerable. It is interesting to note that the man is always positioned at a higher level, by standing over the woman or having the woman lay on his lap. This portrays the idea that the two sexes are not equal, with men being more superior.
These ad campaigns by Tom Ford show the women as completely naked, whilst the men are fully clothed, wearing suits. This gives the idea that women are merely sexual objects for men. These ads also draw on the stereotype of women as submissive housewives, who are there to serve and look after men.
Tom Ford
 |
| www.fashiononrogue.com Tom Ford Eyewear Spring 2010 |
 |
| www.thebeatmag.co.za |
Gender Segmented Marketing
One aspect of advertising that often gets over looked is the
concept of gender marketing and how it dictates individual consumerism. From a
young age boys are told to play sports and girls are expected to act like young
ladies and our society has in fact always been accustomed to the idea that men
and women are different and in most cases must be segmented in order to market
successfully.
Dominantly this ideal can be visible in the hygiene and
health product industry as distinguished brands (i.e. Lynx for men & Impulse
for women) compete with competitors in their own segmented markets.
Then we come to unisex brands like Dove who market to both genders, the question is does this company segment based on gender? The answer is yes.
Below shows two advertisements from Dove where the campaigns
for both advertisements are quite contrasting with male being black and bold
and the female being very white and light. Considering that there products are
virtually identical the packaging and presentation is vastly different, which supports
the theory that gender marketing is present in these developments.
In conclusion it is clear that gender segmentation for products is definitely present in the world we live in and raises the wonder into whether it is based on consumer needs or culture.
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