Thursday, 12 January 2012
Campaign 3: Cadbury Dancing Clothes
"In April 2011, a fifth advert aired, known as 'Charity Shop' or 'Dancing Clothes', featuring dancing clothes at a charity shop to the tune of "We Don't Have to Take Our Clothes Off" by Jermaine Stewart. This exposed the song to a new generation who downloaded the track and returned the song to the UK Top 40 so far reaching no. 29. This ad also marks the return of the Glass and a Half Full title card"
Campaign 2 : Google Chrome SBTV
"In August 2011, the company's founder was seen starring in a Google Chrome advertisement, which tracked the emergence of SB.TV as one of the UK's rising youth broadcasters.[11] The SB.TV site subsequently crashed as close to a million people googled "Jamal Edwards."[12] The advert was revealed to be the most watched YouTube video advertisements in 2011.[13] Such has been the success of SB.TV that Edwards has been credited with helping to 'reinvigorating' the UK Rap and Grime scene."
Campaign 1: Yeo Valley campaign
The Yeo Valley campaign was aired on the night the new series of X Factor was shown on ITV1. This allowed the company to gain mass audiences and have them tune into the advert.
http://www.yeovalleyorganic.co.uk/our-tv-ads
"Their follow up campaign which featured a spoof boy band, The Churned[5], launched during the first X Factor live show on 8 October 2011. They subsequently released the single "Forever" on iTunes, and are running a karaoke style competition on their Facebook page where the winner will appear on their final ad during the X Factor final."
How has the advertising industry changed?
The advertising industry has changed due to digitalisation, new media has effected the reception of products and advertising, because people now spend more time on the web. This new transition to web has only made the advertising industry think up new ways to connct to the lost audiences who now spend their time on the web, therefore transitioning advertising to the World wide web.
Skala marketing - how digitalisation has changed the advertising industry
Top 10 Viral videos
The digital revolution of the last decade has dramatically evolved trading and commercial practices and transformed the buyer-seller relationship, as the end consumer is not directly in touch with the producer.
Consumer behaviour has shifted, resulting in less need for the ‘middle man' and more accountability and responsibility from the producer. Brand's are less able to rely on excellent customer service of supermarket or show room staff, but are having to place more effort into their online communications with their customers that approach them directly. Their websites are increasingly becoming the face of their brand.
The Internet has liberated the distribution methods and Google has expanded marketplaces by facilitating global searches for products. This in turn results in more and more companies needing to ensure their on and offline marketing activities present their brand in the best possible light to appear more appealing than their increasing amount of competitors.
Skala Marketing recognise these changes concerning channels and distribution and therefore work with clients to create objectives that engage with consumers and strengthen the core brand image of the company. "Digital mediums are very much a part of the integrated communications marketing mix as all offline mediums are." Comments Simon Smallbone, Managing Director of Skala Marketing.
Although content remains to be King in attracting customers, digitialisation forces more of a focus on marketing professionals to understand how consumers use these new online mediums. A Google PPC (pay per click) brings potential consumers to your website, allowing you to advertise and sell directly to them, creating a very direct value chain. This also highlights the need for the design of, and copy on your website needs to be spot on for consumers to make the purchase instead of simply clicking onto one of your competitors. Marketing continues to be about building relationships with consumers, but this now lies more in the hands of the website and online media as well as customer service staff. Digitalisation has thus fueled and further demonstrated the need for companies to have an integrated marketing communications plan in place, with a consistent brand message throughout.
Media companies are seizing the opportunity to offer brands more online mediums to appear on, such as Google radio, Bid4Spots and getmemedia.com. The reality is that companies with a good relationship with their marketing and advertising agencies can have confidence and trust that they will receive up to date plans and information about how to better target their consumers through online mediums.
Skala marketing - how digitalisation has changed the advertising industry
How Digitalisation has changed the Advertising Industry
Top 10 Viral videos
The digital revolution of the last decade has dramatically evolved trading and commercial practices and transformed the buyer-seller relationship, as the end consumer is not directly in touch with the producer.
Consumer behaviour has shifted, resulting in less need for the ‘middle man' and more accountability and responsibility from the producer. Brand's are less able to rely on excellent customer service of supermarket or show room staff, but are having to place more effort into their online communications with their customers that approach them directly. Their websites are increasingly becoming the face of their brand.
The Internet has liberated the distribution methods and Google has expanded marketplaces by facilitating global searches for products. This in turn results in more and more companies needing to ensure their on and offline marketing activities present their brand in the best possible light to appear more appealing than their increasing amount of competitors.
Skala Marketing recognise these changes concerning channels and distribution and therefore work with clients to create objectives that engage with consumers and strengthen the core brand image of the company. "Digital mediums are very much a part of the integrated communications marketing mix as all offline mediums are." Comments Simon Smallbone, Managing Director of Skala Marketing.
Although content remains to be King in attracting customers, digitialisation forces more of a focus on marketing professionals to understand how consumers use these new online mediums. A Google PPC (pay per click) brings potential consumers to your website, allowing you to advertise and sell directly to them, creating a very direct value chain. This also highlights the need for the design of, and copy on your website needs to be spot on for consumers to make the purchase instead of simply clicking onto one of your competitors. Marketing continues to be about building relationships with consumers, but this now lies more in the hands of the website and online media as well as customer service staff. Digitalisation has thus fueled and further demonstrated the need for companies to have an integrated marketing communications plan in place, with a consistent brand message throughout.
Media companies are seizing the opportunity to offer brands more online mediums to appear on, such as Google radio, Bid4Spots and getmemedia.com. The reality is that companies with a good relationship with their marketing and advertising agencies can have confidence and trust that they will receive up to date plans and information about how to better target their consumers through online mediums.
Monday, 12 December 2011
Tuesday, 6 December 2011
a) Do you think that celebrities deserve privacy?
In many ways it can be said that the definition of celebrity has changed in the mdoern day. Nowadays, celebrities can become celebrities by taking various different routes, such as reality TV shows. In reality, many do such embarrassing and vulgar things to get into the spotlight. Furthermore, the web also provides the space for 'celebrities' such as Sophia Grace and Rosie, the 6 year olds who sung a song by Nicki Minaj and appeared on Tv accross the world. However, it can be argued to what extent can these people be given privacy?
Firstly, for example, ITV 2's reality TV show 'The Only Way is Essex' aired in 2011 were following around a bunch of normal people from Essex and looking into their lives. It is obvious that many people are part of this 'essex' culture, and anybody of the street could be asked to play that role. Surprisingly, these people shot to fame, being paid more than £20,000 per episode and launching their own fashion lines. It can be said that these people do not deserve private lives, because they portray their whole lives to a camera screen , and therefore they should not be allowed privacy.
Firstly, for example, ITV 2's reality TV show 'The Only Way is Essex' aired in 2011 were following around a bunch of normal people from Essex and looking into their lives. It is obvious that many people are part of this 'essex' culture, and anybody of the street could be asked to play that role. Surprisingly, these people shot to fame, being paid more than £20,000 per episode and launching their own fashion lines. It can be said that these people do not deserve private lives, because they portray their whole lives to a camera screen , and therefore they should not be allowed privacy.
Sunday, 4 December 2011
Media Debates - do celebrities deserve a private life?
I found this debate on a blog called Helium.com
This a tricky question as the meaning of the word "celebrity" has changed in recent years. A celebrity no longer needs to have any real talent for anything. They do not have to act, sing, or dance in order for the public to pay attention to them. They can simply be famous for "being famous". What a world we live in!
The celebrities who parade through our magazines nowadays are, more often than not, people who you would not even stop in the street and have a chat with if they were your next door neighbour. These are people who have gotten their faces in the paper for being obnoxious, rude, or unbelievably stupid. Of course, there are still plenty of celebrities out there who became famous the old fashioned way and just took their clothes off. These people are not good at anything, not good role models, and certainly no good to be used as icons for how to get famous. This group of celebrities, in my opinion, have less of a right for privacy. They do have some rights as they are still human beings, and therefore entitled to the same rights as any of the rest of us, but these are the people who want the public to know everything they do. These are the people who sell the press the rights to every party, event, and special moment in their lives. These are the people who deserve little privacy, and even less respect, because nothing is sacred to them. When you have people willing to go on television and have a diet "doctor" wade through what was once in their colon, you could argue these people give up their rights for privacy. However, the paparazzi have taken the public's need to know everything about famous people to a new, disgusting level. In the old days we got our background on celebrity's lives from interviews they willingly gave to magazines, radios, and television chat show hosts. For a long time this seemed to satisfy us. Then for some reason, according to the tabloid papers and magazines, we suddenly needed to see famous people with no makeup, at the supermarket, and in one magazine a few years ago; a four page pull out of celebrities picking up their dog poop. Who doesn't need to see that image as they're having their lunch and thumbing through a mag?
Then you have the top end of the celebrity tree. The ones that is actually famous for acting, singing, etc. These people, for the most part, got to where they are by doing their job. They entertain us. They give interviews. They tell us what they want us to know about themselves, and then they go home and try to have a normal life with their friends and families. And what is wrong with that? When we finish our jobs do we want the customers coming home after us, begging us to let them into our private lives? Of course not. What's more, we would think they were insane, as I would imagine a lot of celebrities think about the general public's lust for all things celebrity. These people are just people. They do everything we do; the only difference is they have more money than us. That's it. These people do deserve a level of privacy. They deserve as much privacy as any of us do in my view. Having said that, I'm well aware that some celebrities, from the top and bottom end of the scale, court publicity, and these people know what they are getting themselves into. If they want to be photographed falling out of nightclubs, that's their own choice. The line is drawn when you have paparazzi going through famous people's rubbish bins, following them when they go to the park for a jog, and more seriously, taking pictures of their children, who are completely innocent and have no desire to have light bulbs flashing in their faces 24/7. Basically, everyone deserves privacy, the richest man in the world and the homeless guy in the street. It is a basic human right.
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