Growth direction of advertising

 

 

 

In the past, advertisements were published in the newspaper and advertisement flyer. However, as time went on, many advertising methods were created and advertising methods were developed with electronic device such as computer or smartphone. Nowadays, most common advertising method is making video and playing on television because every home has their own television and many people watch television every day. By the way, another advertising method is being developed because of computer and smartphone. For instance, most people have smartphone these days, and they handle their task by using smartphone. Likewise, smartphone is the most important part in our life. And also, advertising methods are changing according to smartphone. Let’s talk about new advertising methods.

First of all, I’m going to talk about internet advertisements. We cannot handle our task without computer these days, and the biggest reason why we use computer is internet. On the internet, we can send an email to friends, and find some information that we need. Have you ever seen advertisements on the internet? You can see advertisements on the internet website. It is called banner. It is common method of advertising on the internet. Advertising company should pay for the advertisements to company which manages website and advertisements are posted on the website. People who use this website will see that advertisement unconsciously. However, these advertisements’ ripple effect is very huge. People are affected by these advertisements in spite of themselves. This is the reason why company pay for the advertisements which are posted on the website.

And also, advertisement which is using smartphone is also effective way to advertise products. Of course, we can see banner on the smartphone like computer. However, there are other advertising methods which are used only in smartphone. When you set up some application in your phone, your frequency of using that application is not low. Advertising company aimed that frequency of using application. When you execute application, you will watch advertisements which are contained on application every time. Company which makes application gets money from advertising company, and that’s why free application exists. It is the most effective way to advertise by using smartphone because people who use smartphone are always use various applications. Some company gives accumulated money to people who use their application or watch their advertisements by smartphone.

 

In other words, advertising methods are changing over time. Naturally, advertisements which use smartphone or internet should research consumer’s behavior or trend of these days. For example, advertisements which are targeted at man can be posted on application which is used for man. Advertising on smartphone or internet looks simple, but it’s very difficult method. Advertisements on smartphone and internet should attract people at once and moment. If not, people will just ignore that advertisement. Advertising on smartphone or internet is the result of combining modern technology and all methods of advertising. Advertising methods will be changed with developing technology.
 
 
 

Usefulness of slogan and commercial copy

All brands have slogan, and all advertisements have advertising copy. Writing good commercial copy is as important as making advertisement with good model and story. Advertising copy is the most effective way to attract people in a moment. Many advertising company know about this fact and they make an effort a lot to make impressive advertising copy. However, advertising copy or brand slogan is sometimes made by chance. For instance, everybody knows Nike’s slogan. Nike’s slogan, ‘Just do it’, is the typical copy of being made by chance. The CEO of Nike just wanted to encourage his staff and he said “if you are Nike’s staff, then just do it.” And it could be a classic slogan of Nike. Likewise, there are a lot of slogan and commercial copy. Now, I’m going to introduce some slogan and commercial copy.

 

 Many people used iPod before getting smartphone because old mobile phone didn’t have huge memory. When Apple starts to sell iPod, they made a commercial copy; 1000songs in your pocket. It’s very simple and expresses what Apple want to advertise. And also, they made another commercial copy; think different. It’s very famous commercial copy in the world. Apple used this advertising copy when they sell computer because they wanted to talk to people that macbook is different with other laptops. This advertising copy makes people to think different and it was very successful.

Another example is Porsche’s commercial copy; there is no substitute. Everyone knows that Porsche’s car has excellent ability, and there’s no doubt. Their copy is a concise expression, and people will agree with Porsche’s commercial copy. They are just advertising their car by using only one simple sentence. Simple sentence is easy to remember and people will recall Porsche when they read that copy.

There are a lot of slogan and commercial copy. However, using only slogan or commercial copy is not enough to attract people. Company should make their own image before making slogan. And also, commercial copy should appropriately fit in with products at the same time. Only if a commercial copy and product fit in at once, it will create synergy effect. Simple slogan and commercial copy is the most effective way to advertise some products.

Roads? Where we’re going, we don’t need roads.

Story telling is a kind of advertising methods. Many companies started to advertise their products by using story telling method. Story telling method is effective method because if people watch an ad which includes a story, people can remember that ad very easily. For example, if you watch some movie, you cannot forget movie's story easily. Likewise, story telling is very useful method to advertise some products. Typically, Jeep is a company which use story telling method in advertisement. Let's talk about Jeep's advertisement.

Most companies have their own slogan such as 'just do it' in Nike, 'impossible is nothing' in Adidas, and 'think different' in Apple. However, only few companies applied story telling method in advertising. Jeep is a typical company which use story telling method. Jeep's slogan is 'Roads? Where we’re going, we don’t need roads.'. Actually, Jeep's slogan is not special to people because many people know Jeep's car can go off road very well. If Jeep just use this slogan for advertising their products, people weren't interested in their slogan. However, they used their slogan with story telling ad. Look at the picture below.

 There are stop sign and gas station on the mountain. People cannot think what this ad is for. By the way, if people find Jeep logo in this picture, everybody will understand what these pictures want to advertise. This picture means that normal car cannot pass this road, but only Jeep can use this road. These picture also explain well Jeep's slogan.

 

 



 

Have you ever scribbled on the window like that picture? Of course, people cannot understand this picture. However, if this picture has Jeep logo, people will understand this picture very easily. This picture means if you ride Jeep, you can drive very easily on the snow-covered mountains like scribbling on the window. The reason why people understand this picture is Jeep always emphasized Jeep can go everywhere.

 

 Jeep always talked that you can drive everywhere with Jeep, even if you drive at mountain or rugged road. Jeep delivered their slogan steadily to people. As a result, when people see a mountainous area and Jeep logo in the picture, people think Jeep can go this way. Likewise, keeping emphasizing slogan and making story in ads is best way to advertise products.

Harley-davidson

Nowadays, many people have mobile phone, and this circumstance cause people can make their own community very easily. Brand community is also a kind of community that people who use same products share their opinion or information, communicate and hang out each other. For example, Harley davidson is the typical company which has big brand community. People who have harley davidson bike share information about bike, and drive a motorcycle together. And also, people recommend harley davidson motorcycle to their friends or acquaintances. Their brand community is so wide, and harley davidson don't have to advertise too much like other company because their brand community is the best way to advertise their motorcycle. Harley davidson company already know about this fact and they started to support brand community actively. People who are in harley davidson's brand community are supported by company. Company can reduce advertising expense and customer can be supported by company. It is very effective way to both company and customer.

People who ride harley davidson motorcycle usually feel sense of belonging, and this feeling cause that people are attracted to company. People who start to ride harley davidson motorcycle can meet many kinds of people, and have royalty in brand community when they ride motorcycle together such as Posse ride. This feeling makes people to think they are riding special motorcycle, and people who ride harley davidson motorcycle will think that they are getting a special treatment from company. Other people who don't ride harley davidson motorcycle make to want to join that community. This strategy can make people to think that harley davidson is very high quality brand. Supporting customer and brand community is a good way to make high-class brand.

Harley davidson should get more involved in the ride because if they stop to manage their customer and involve in the ride, customer will think that harley davidson is no more special brand to me, and it's not different with other company. Managing and supporting customer is very important part in advertising. The reason why company can reduce advertising expense is making people to think they are getting a special treatment. And also, supporting riding is very important to harley davidson company because gathering and riding many people at once is the best way to advertise their motorcycle. Harley davidson shouldn't stop supporting customer's ride.


In my opinion, harley davidson can give some special parts of motorcycle to people who ride harley davidson motorcycle for a long time. This event also make customer to think they are getting special treatment from company. Also, people who get special part of motorcycle will be attracted more than the past in company, and they will not change their motorcycle to another company's motorcycle. People who couldn't get special parts will ride harley davidson's motorcycle to get special parts. And also, company can give special clothes which normal people cannot buy in store to customer. Harley davidson company should make people to feel a sense of belonging. If company keep managing and supporting their customer, it will be a best way to advertise their brand.  

Marlboro: successful launch

Consumer behavior is related with personality, culture, society, nature, economy, and technology. People are usually affected to buy something by outside factor. Advertising company should make people to buy products, and to make people to buy something, company should know what people want. That's why advertising company must investigate consumer behavior. If advertising company well know about consumer behavior, they can make successful advertisement. For example, if some company make fancy watch, they should target young adult, and they should make ads for young adults. I'm going to introduce classic example of advertisement which targeted at the men.

Actually, Marlboro targeted women at first time. However, thier sales record was pretty bad, so they changed sales strategy. They changed their target women to men. They emphasized Marlboro is manful, and they told you can be a real man if you smoke. Men were becoming interested in Marlboro and Marlboro's sales record were getting higher than the past. However, cigarette's bad things are becoming known, tobacco companies advertised cigarettes are not harmful because cigarettes have filter, but Marlboro didn't advertise like other company. They didn't try to hide cigarette's evil. They advertised smoking is the symbol of manful.

 And also, Marlboro appointed cowboy to their model. Men were attracted this advertisements, and Marlboro's sales record outdid other company. Cowboy represented the pioneer spirit, and Americans were attracted Marlboro's advertisements. They also used an open field in their poster. It means Americans started their civilization at an open field, and it affected huge effect in Americans' mind. Their advertisements called nostalgia of reclamation of the west to Americans. Marlboro also changed their cigar box's design. They made a flip top and used red color in cigar box. It was enough to attract men.









Nowadays, there are a lot of advertising methods. However, analyzing consumer behavior is most important part in advertising because if there are no target, people aren't interested in advertisement. Many people think smoking is bad for our health, nevertheless many people are smoking. Marlboro make database for their customer and manage their customer. In other words, if com
pany analyze consumer behavior perfectly, people are highly affected by ads. That's why analyzing consumer behavior is important.

Do You Know The Facts?

Nowadays, many company starts to advertise their products by using digital technologies. And also, a campaign for protecting our environment is advertised by using digital technologies. The reason why company starts to advertise their products or campaign is that many people are using smart phone and computer. People send an email each other instead of sending mail. Also, they usually read news by using their smart phone instead of reading real newspaper. Likewise, people's life pattern is now changing quickly, and company should change their advertising methods.

In the past, most of environmental campaigns were advertised in newspaper because many people read newspaper at that time. However, as time passes, people start to use smart phone and do everything by using smart phone. For this reason, advertising methods changed and many company decided to use digital technologies in advertising. I found the environmental campaign related with present time situation. Before I watch this environmental campaign, I thought using computer or smart phone instead of printing paper is better for our environment, but it wasn't. Let's think about this facts after watching this video.

This video tells us that using paper is better than using computer. Besides, sending a mail is good for our environment instead of sending email. Can you understand these facts? Of course, I didn't understand. However, according to this video, using computer and sending or receiving email are not good for our environment because when we send an email to another person or receive an spam email from other people, it can produce the same green house gas emissions as using 2 billion gallons of gas. This environmental campaign's purpose is using paper instead of using computer.

By the way, why did they make this environmental campaign as a video? They told us using paper is good for our environment. It's a little bit ironic situation. Although they recommend to use paper, they made a video. The reason why they made this environmental campaign as a video is if this video is started to spread on social network such as facebook or twitter, many people can watch this campaign very easily and it will be more effective than advertising on newspaper. Actually, this video was played on youtube, and many people watched this video. If they make this campaign on the newspaper or magazine, people couldn't read carefully because paper ads can be boring. Also, uploading on the internet doesn't cost a lot. It means company can get huge effectiveness of advertising with a low cost. Advertisements or environmental campaign which uses digital technologies will be increase and it won't change for a long time.

Racial Stereotypes In Advertising

There are many ads in the world and even though advertiser don't aim racial stereotypes in ads, some ads contain racial stereotypes. In the past, there were many racial stereotypes in ads and people thought it is really natural. However, people's stereotyes was changed over time. People started to think that every person is equal and racial discrimination is a bad habit. Although people's idea of racism was disappeared, some ads still have racial stereotypes. Also, if advertiser didn't intend to express racial stereotypes, people who watch ads could understand ads as a racial stereotypes. Let's talk about some ads which cause racial stereotypes.

It's a Dunkin Donuts' ad in thailand. This ad explains that a white woman changed to black woman after eating black donut. If we watch this ad without thinking, this ad just tell us that new black donut is so delicious and it changed white woman to black woman. However, if people who want to remove racism watch this ad, they can think that this ad will cause racism. Some people interpret the black woman showed in ad presents a black women's aggressive personality. Of course, advertiser didn't aim racial stereotypes. Some people said if this ad was showed in America, American would be annoyed and Donkin Donuts should remove this ad. Nevertheless, Dunkin Donuts company just said this ad has no problem and their sales of this donut was highly increased because of this ad. Also, they have no plan to remove this ads. Likewise, racial stereotypes are realized in different ways to each person.

In the past, there were many ads which include racial stereotypes. Look at the picture above. In this picture, some black guy is paintin other black guy to change white color. Simply, it's a paint company's ad, and this ad means that their paints have good quality and are easy to change color. However, why does company choose that picture to advertise their products? Why did they change white guy to black color? The reason is very simple. Men of old times thought people who have white skins are superior than black people, and they also thought black people want to change their skin color to white. That's why paint company choose that picture for advertising their products. In old times, every white person thought like that company. If that ad comes out lately, many people would blame that ad because that ad has definitely white supremacy. Nowadays, although white supremacy has disappeared a lot, some ads still have racial stereotypes.

When advertiser make ads, they didn't want to aim racial stereotypes in ads. They just wanted to make people to concentrate on their ads. By the way, if only one person feels racial stereotypes in ads, advertiser should take responsible for his ads and remove that ad. If advertiser don't take responsible for his ad and every person watch that ad everytime, many people will start to think that ad has no problem, and racism is natural. Small scale ad also carries weight with a lot of people and it can cause huge problem. Containing racial stereotypes in ads is clearly wrong action even if advertisers didn't aim that. Recently, innumerable ads are coming up and some ads has racial stereotypes. Advertisers shouldn't contain racial stereotypes in ads and they have to try to make ads without racism for changing people's mind and making world without racism.