The third experience…

  • What did I learn this week?

The most important what I learn this week was how shock advertisement is affecting people. I am not watching TV already more than one year but before I stopped to do that, I saw many advertisements in TV. I heard many advertisements in radio. I saw it in street but rarely saw shock adverts. In Lithuania cruel advertisements are not valid. However they show a few adverts but only in the light shock. But when started to see more into it, I realized how it is important. They just want to make people think more about our global problems. Moreover, I agree with that kind of advertisement. Due to they just want to help for humanity and The Earth.

  • How did I learn it?

I was very interested in shock advertisement. For this reason I search for photos and videos. I found many interesting things about marketing. Some of shock adverts are for to create better life. But others are just in commercial way. They just want to sell another product at that time when people will stop to use primary products. So, just search for some substance is helpful to learn something.

  • Did I have any difficulties in the learning process?

To understand adverts need to watch them and try to look into it from different side, not as customer but from professional side. This point was difficult for me because I do not have so much professionalism to look at it in this way.

  • How did I overcome them?

I tried to watch many advertisements and tried to figure out the main point of it. I was forming my approach of it.

  • How will what I learned be important for my professional future?

This substance and classes about advertisements will help to me in the future because I can use it in my future work. I will have a possibility to create shock advert and improve my work quality. It will help to reach the next level of my career.

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Reklama

Shock advertisement

Shock advertising or Shockvertising is a type of advertising generally regarded as one that “deliberately, rather than inadvertently, startles and offends its audience by violating norms for social values and personal ideals”. It is the employment in advertising or public relations of “graphic imagery and blunt slogans to highlight“, also a public policy issue, goods, or services. Shock advertising is designed principally to break through the advertising “clutter” to capture attention and create buzz, and also to attract an audience to a certain brand or bring awareness to a certain public service issue, health issue, or cause (e.g., urging drivers to use their seatbelts, promoting STD prevention, bringing awareness of racism and other injustices, or discouraging smoking among teens).

For example, advertising agencies are becoming more creative in the fight against the Tobacco Industry. In my opinion, it is already the most popular way of shocking advertisement. Due to the number of smoking people already bigger than 1,1 milliard. It is reason why this global problem is so huge. First picture shows a man with bruises on his face. It means that they wanted to show how smoking is killing us inside. Also they are playing with colors. In advertisement you can see black and red colors which means that smoking is very dangerous as evil. Next pictures show others dangerous of smoking to our body. These advertisements are really shocking. Commercial believe that it helps to people stop to smoke and think about their health.

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Moreover people have another huge problem in the world. It is cars accidents. Many people are driving dangerous and when they are drunk. They are not using seatbelts and doing too many things through driving period as talking on the phone and etc. In Russia the company created a one shocking advertisement which shows stand with body which got there after the car accident. This advertisement shows that it can happen to everyone and everywhere. We are not safe in street, road and etc. We must to care about our environment, people, ourselves.

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One more shocking advertisement is about animals. People are misunderstanding how this problem is becoming into disaster. Many people like to use animal furs for their clothes. For this reason they are hunting animals. The worse thing is that this problem is growing. Many species already are written in The Red Book. For this reason the company created advertisement to shock people. Due to make us think about environment which surrounds us. In the advertisement you can see dead cheetah which was used as dress. It shows that people are cruel because they are using clothes which are made by animal fur.

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Finally, I would like to say that it is not wrong or good decision to show shocking advertisements. It is just one way of various others to make people think. This way is better because people have in memory just that kind of things which shocked them. So, if this advertisement helps people stop doing things which are destroying The Earth, humanity, animal and etc. then we can try to have balance of life. It is just one of many possibilities to change everything into good way.

My second experience…

  • What did I learn this week?

This week was important to understand how advertisement is included in our life. The main point of advertisement is that we all are connected with that all the time. We are watching TV, listening radio and we are seeing all stands in streets. It affects us every day. Most companies are using all types of advertisement to show them brand. The reason is to improve number of customers. Moreover I am one of these consumers which memorizing in my subliminal all these brands and sometimes I am using them products. In my opinion, commercials are one of strongest factor which is affecting our subliminal.

  • How did I learn it?

It was not so hard to understand. Due to nowadays everything is based on commercial which surrounds us in every step. The worse thing that everyone are available to understand it but we are too weak to say “No” for commercial. People can solve it but first thing what they need to do is to compare their life quality with advertisement and without it.

  • Did I have any difficulties in the learning process?

I have not any difficulties in learning about advertisement. Due to now it is part of our life. It was very interesting to go deeper to understand how it is important to companies. Moreover our subjects are connected with that and in the future we will need to use it.

  • How did I overcome them?

I need not to overcome difficulties because I did not have it.

  • How will what I learned be important for my professional future?

My professional future is connected with advertisement. I will be an administrator and I will be a company’s face. The best is to realize how much it is important to the company and how I can contribute in it. I will need to do a good first impression to our customers. I will need to maintain stands and others advertisements. Moreover if I will understand every part of advertisement then I can be important part of creating it. 

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Brand

A brand is a “name, term, design, symbol, or any other feature that identifies one seller’s good or service as distinct from those of other sellers.“

Brand elements

Brands typically are made up of various elements, such as:

  • Name: The word or words used to identify a company, product, service, or concept.
  • Logo: The visual trademark that identifies the brand.
  • Tagline or Catchphrase: “The Quicker Picker Upper“ is associated with Bounty paper towels. “Can you hear me now“ is an important part of the Verizon brand.
  • Graphics: The dynamic ribbon is a trademarked part of Coca-Cola’s brand.
  • Shapes: The distinctive shapes of the Coca-Cola bottle and of the Volkswagen Beetle are trademarked elements of those brands.
  • Colors: Owens-Corning is the only brand of fiberglass insulation that can be pink.
  • Sounds: A unique tune or set of notes can denote a brand. NBC’s chimes are a famous example.
  • Scents: The rose-jasmine-musk scent of Chanel No. 5 is trademarked.
  • Tastes: Kentucky Fried Chicken has trademarked its special recipe of eleven herbs and spices for fried chicken.
  • Movements: Lamborghini has trademarked the upward motion of its car doors.
  1. “Verizon”

“Verizon” is global company of internet and telecommunication. It was created in 1983 years as “Bell Atlantic” company after “AT&T” split into seven lower companies. Before Verizon was realized, “Bell Atlantic” connected with other local company of telecommunication. They are delivering phones, wireless and etc. “Verizon” is know in JAV and also already have more than 222,900 employees.

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  1.  “Coca – Cola”

Coca-Cola is a carbonated soft drink sold in stores, restaurants, and vending machines in more than 200 countries. It is produced by The Coca-Cola Company of Atlanta, Georgia, and is often referred to simply as “Coke”. Originally intended as a patent medicine when it was invented in the late 19th century by John Pemberton, Coca-Cola was bought out by businessman Asa Griggs Candler, whose marketing tactics led Coke to its dominance of the world soft-drink market throughout the 20th century.

 

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  1. Chanel No. 5”

Chanel No. is the first perfume launched by Parisian couturier Gabrielle “Coco“ Chanel. The chemical formula for the fragrance was compounded by Russian-French chemist and perfumer Ernest Beaux. It is the world’s top-selling perfume, reportedly selling a bottle somewhere in the world once every six seconds.

  1. “Kentucky Fried Chicken”

KFC (Kentucky Fried Chicken) is the world’s largest chain of fried chicken fast food restaurants, headquartered in Louisville, Kentucky in the United States. An “American icon“, it is the second largest restaurant chain after McDonald’s, with over 17,000 outlets in 105 countries and territories (December 2011). It was founded by Colonel Harland Sanders, who began selling fried chicken from his roadside restaurant in Corbin, Kentucky during the Great Depression.

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  1. “Lamborghini”

Automobili Lamborghini S.p.A., or simply Lamborghini, designs, engineers, manufactures and distributes Italian luxury sports cars. Lamborghini’s production facility and headquarters are located in Sant’Agata Bolognese, Italy. In 2011, Lamborghini’s 831 employees produced 1,711 vehicles.

Companies are using many types of brands to attract more customers. But they have the best choice which leads company to maximum profit. As “Verizon” is using a catchphrase, “Coca-cola” is using graphic and shape, “Chanel No. 5” – scent, “KFC” – taste and “Lamborghini” – movement. However, these companies are using all types of brands to reach maximum of company’s advertisement. Because more the company is using all parts of advertisement than more it has opportunity to be “The Company No. 1”.

USP and ESP

USP – (unique selling proposition) based on product features and related to particular attributes that differentiate one product from another.

ESP – (emotional selling proposition) advertising role became more focused on developing brand values, based on emotion and imagery.

Therefore to create a unique product then need to work hard. For example, the company must to research customer needs and generate ideas, also need to create products and adjust features of goods to make it desired for consumers, etc.

Moreover if company is looking just to satisfy minimum customer needs, it will be not be very attractive. Also it will be cheap product, specially, when consumer belongs to group of welfare recipient. But if production designed to follow fashion, to feel costumer maximum satisfaction, the company must to improve exterior and design.

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For example, cosmetics products are very popular in society including men and women. Cosmetic is proper to daily usage as toothpaste, creams, shower gel, shampoo, conditioner, etc. It belongs to USP market. But if it products for make-up, it is already opportunity to feel more beautiful, confident, etc, and it belongs to ESP. However, even the each product from USP market has some features which belong to ESP. For example, if shampoo is for daily usage or it is to cure dandruff, it is main feature of USP. It is just something unique what customer need. But if consumer is looking for beautiful package or for nice smell, it already is a point of ESP market. The main feature of USP is minimum people needs, but ESP is more improving consumer’s better life.

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Therefore new technologies are available to satisfy human demands. They are creating new products as digital camera, plasma TV, radio, computer, etc. Nowadays we have many new technologies which are improved by companies. For example, digital camera is usable for take a pictures. It belongs to ESP. Because of that people do not important to have pictures for surviving. People have memory. But it was invented to improve human life. Companies are still improving digital camera’s designs, exteriors and features to make it more desired, fashionable and attractive. It is very important if companies want to satisfy customer needs.

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Moreover the product as juice or fruit belongs to USP market. Due to it is important to human organism. These products have vitamins which is need to us to survive. Certainly, product’s price depends of the quality. Welfare recipient will buy less quality juice like it does not have one hundred percent naturalness. Others people who have opportunity will buy more expensive juice. Also, design and exterior connected with price and it belongs to ESP. It can be the same juice in beautiful packing and in the poor design box. People can use ESP if they have opportunities.

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Finally, USP and ESP is a part of market. Companies are using one of them or both to attract more customers. Products always have some unique feature which suits people needs. Emotional feature is more needed to increase company’s economy.

Product positioning

Advanced technology allows for companies to develop products for the needs of the user. The company must to understand consumer’s necessity to improve his own life and choose the best way for it. So, our company noticed that in nowadays people are very stressful, exhausted because they must to be very active to be in time with life.

For this reason our company is suggesting the best choice to get relax and to be fashionable at the same time. Our product is the small audio player which is usable in nowadays. However, we upgraded it till dimension where our customer can hear nothing or can choose some relaxing sounds.

The audio player is very popular between teenagers and people who are doing sport as running or etc. However, our company is focusing on hard-working people. They can enjoy silence in the way from them jobs or while they are getting breaks. Due to our brains expecting from us time to rest and get to be more active.

Customer already knew this invention like audio player which is playing music. Moreover, we are trying to interest our customers in silence. It depends of consumer’s wishes as he or she wants listen music sounds or just amazing silence. Whereas, they cannot imagine how it is possible to hear nothing and people are interesting in it.

The main point is competition. Many companies are offering audio players. However, it is without any programs inside. We are offering product with integrated program. For this reason we have more opportunities to have many customers. Moreover, our product has beautiful design and exterior. Also we are offering an opportunity to choose color. These points are increasing our potentiality to compete others companies and to be in the first place of sales range.

Finally, I would like to say that our product is very new in the world of technologies. Also, audio player is very popular product, so improvement just helps to do this player more unique and desired. 

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3 main point to attract cutomers

First of all, I would like to say that when I came to shop then I am searching for noted brands. Due to, I already trusted in it and knows what to expect from them.

Second, I would like to describe 3 main features of how others shops could to attract me to go inside.

First step what shop must to do is to have a modern showcase which is colorful and highly visible. It is cognitive point. Because the first look is very important. If customer will look to entrance and it will be not attractive, so consumer will never go inside. I prefer colorful area, but it must to be not so bright. Because if it will be too much bright than I can start to feel bad. Moreover, the showcase must to be highly visible. It means that I prefer showcases with big window. Also it should be slightly protruding. Then my first sight will be to that store.

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Next step is to be psychological point like advertise. If shop have a big and highly advertise board then my first turn will be to that place. In my opinion, if the company will do some discounts or maybe a very big day with huge discounts, they will have many customers. Due to, nowadays people feeling a disappointment of crisis in countries, so they are trying to economize for better life. If consumer know that he or she can save a little bit money and have a desired thing at the same time then customer will be very happy. This point is the most important to company because if customer feels satisfaction then it means that consumer will be back to that shop.

 

 

The last but not least point is to have unique trait. For example modern interior and design inside. I prefer calm and warm colors like light brown or purple. I like when racks are not crowd and there is enough space to move between them. Also, I prefer neatly arranged items and quality goods. Moreover, the most important thing of interior is the light. Every rack and clothes must to be highly visible then customer can choose by his needs. Also, this point belongs for attraction. Most people are going to that shop which has bright and cozy atmosphere. Besides, there is one more important point as music. The shop should let music which depends of stores themes.

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Finally, everyone have own favor, so they are choosing different things. The company should to figure out which favor is popular at the time and improve their shops design. I wrote about me and group which is similar to me. I prefer bright and cozy colors which calm music and I also like neatness inside shop.

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