"The fact that I will be getting a free sample interests me in going to the store."
-Kristine Garcia
"The slogan is stuck in my head because it's cute, so I remember the product & might have to try it."
-Ione Moi Moi
"I have actually used this product & I love it. If other people pick up the packet, they would buy it for sure."
-Kelly O'Connor
"We are continuously in a make-up store or drug store so it's convenient to pick up a sample while your there & the fact that it's free, will make me remember it and think that it's risk-free."
-Kristina Cruz
"I love how the ad didn't feature a celebrity, it was just a normal woman like we are. It lets me relate to the ad more & make me want to feel the way she did because of the product."
Jerrica Etrata
These are the reactions I have received when I showed the ad. They were all positive and they seem to really enjoy the simplicity of it. They also liked the fact that they could relate to it and admit that they feel that way some times.
“Commercial advertising promotes brands
and commodities by informing consumers; it is also used to promote individuals,
groups, corporations, manufacturers.”
-Text Book
I believe that this campaign, simply yet successfully promoted the brand and informed it's consumers.
“Certain behaviors promote creative thinking,
such as looking for connections, observing acutely, asking questions and
recognizing problems, and being open to new ideas and methodologies.”
-Text Book
All the questions i've asked to test out the campaign led to feed back & possible additions or improvements to the campaign.
"An
effective ad is driven by the underlying concept. An advertising idea—
or concept—is the creative reasoning behind a solution.”
This ad became effective because the theme and concept stayed in place and it was very consistent.
Thursday, December 13, 2012
Creative Content
This image will be our magazine ad. It is clips taken from our commercial. These simple yet explanitory images show a hectic average women, troubled by work & everything she has to do. She is overloaded & looks like she is in a wreck. This ad explains that just by adding this smooth & luxurious lip butter, you can regain your confidence and composure. You can kiss your problems away.
“The best adverting works by attracting people to the benefit of a product or service with a story.”
-TEXT BOOK
This story relates to a lot of women & the fact that they can relate, will benefit the product & it's fame.
At the end of this commercial and at the bottom of the magazine ad, I will promote the free sample you can get at your local drug or cosmetic store by saying "kiss your problems away". This will keep the slogan in these womens head and also bring them out to the store where they can buy the product. These testers will prove the true high quality of this product and increase chances of these women buying them heavily.
“Technology is an enabler, it makes stuff possible faster. That's all. Technology facilitates, it doesn't replace the human imagination.”
-TEXT BOOK
By the internet, these ads will multiply by social media and "sharing", therefore more women will hear about it and want to try the product.
“In a professional setting, various digital solutions involve interaction models, user testing, detailed wireframes, functional specifications, development activities, quality assurance, and exit criteria (once testing is complete).”
-TEXT BOOK
The testers of this product will bring these ladies to the store with the ability to try the product and love it.
“Since people do not spend much more than a few seconds glancing at an ad, the principle of visual hierarchy creates order and coherence, facilitating rapid message communication.”
-TEXT BOOK
Because of this ad's simplicity, it will be easier to read & to remember by it's audience. It also has a catchy slogan that readers will repeat & become a form of advertising.
Promotion
What sets this campaign apart from the rest is that our model is not a model. She is an average women who like most, work everyday and have hectic schedules.
“How you visualize and compose your idea hinges on what you want say, how you want to communicate it, to whom you are saying it, and with what nuance.”
-TEXT BOOK
I made the idea of the ad very clear and simple. The demographic is women from ages 18 & up that have work & need a boost of confidence to improve their day.
I will promote this product by giving away small packets with a tester of the lip butter inside. The best way to prove a product's worth is by testing it. With our commercials and magazine ads, I will mention that if you go to a local store near you and give the code: "Kiss your problems away", you will receive this Free tester and be able to feel it's magnificence.
In this way the ladies who try it will feel it's true quality and they would want to buy the product and obtain the confidence promised with it.
“How you present an image affects the ultimate communication.”
-TEXT BOOK
The image I have presented is a booster of confidence & less stress, something all women need in their life.
These small packets are single use and very low cost so they will be easy to get across. The main point is to attract them with something FREE to get them into the store, this will bring them one step closer to buying the product.
“To create something fresh, you need to know what has already been done.”
-TEXT BOOK
I strayed away from all these cosmetic's ads about being beautiful, i went towards being confident, because to me, everyone is beautiful.
"Providing a rationale for a functional benefit can turn consumers into believers."
-TEXT BOOK
This product is like a lip balm, which is something we use everyday to prevent chapped lips, but this certain product also has a color added to it that will bring out a stunning look and I have emphasized that a lot in my campaign.
“How you visualize and compose your idea hinges on what you want say, how you want to communicate it, to whom you are saying it, and with what nuance.”
-TEXT BOOK
I made the idea of the ad very clear and simple. The demographic is women from ages 18 & up that have work & need a boost of confidence to improve their day.
I will promote this product by giving away small packets with a tester of the lip butter inside. The best way to prove a product's worth is by testing it. With our commercials and magazine ads, I will mention that if you go to a local store near you and give the code: "Kiss your problems away", you will receive this Free tester and be able to feel it's magnificence.
In this way the ladies who try it will feel it's true quality and they would want to buy the product and obtain the confidence promised with it.
“How you present an image affects the ultimate communication.”
-TEXT BOOK
The image I have presented is a booster of confidence & less stress, something all women need in their life.
These small packets are single use and very low cost so they will be easy to get across. The main point is to attract them with something FREE to get them into the store, this will bring them one step closer to buying the product.
“To create something fresh, you need to know what has already been done.”
-TEXT BOOK
I strayed away from all these cosmetic's ads about being beautiful, i went towards being confident, because to me, everyone is beautiful.
"Providing a rationale for a functional benefit can turn consumers into believers."
-TEXT BOOK
This product is like a lip balm, which is something we use everyday to prevent chapped lips, but this certain product also has a color added to it that will bring out a stunning look and I have emphasized that a lot in my campaign.
Friday, December 7, 2012
The Big Idea
Commercial: The commercial I will use for this product will be of a regular woman (not a model) looking stressed out, with piled up work, nervous for a meeting, with zero confidence. She then will put on the product Revlon Colorburst Lip Butter and will look in the mirror with her newly gained confidence, look better, & conquer her meeting like the strong, intelligent, & beautiful woman she is. Then the slogan "Kiss your problems away" will slide across.
Magazine Ad: The magazine ad will be clippings from the commercial. It will show a the same lady before & after using the product. The before picture will show her stressed out with one hand on her hair and looking at her watch, nervous for her upcoming business meeting. The after picture will show her smiling, beautiful, hugging the folder of the deal she just closed.
“Advertising differentiates brands, groups, and causes, and ultimately sells products and calls people to action.”
-TEXT BOOK
I've shown that this is the best brand to buy, it is for every woman, in every class because it is affordable yet luxurious when put on.
“By
focusing on the attributes of an object, person, place, character, topic or
theme, product, or service, you can find a characteristic that might lead to an
idea.”
-TEXT BOOK
The benefits of the product are clear. This led to an idea that shows what these benefits can bring to a woman & how it can help her with her daily life.
These advertisements will appeal to all working women who need confidence and want to be beautiful despite their hectic schedules. When women see this, they will relate to it and want to purchase this product.
“Before advertising comes a core branding idea—the idea that imbues a brand or group with character that differentiates it and builds a relationship with the audience.”
-TEXT BOOK
The idea I have produced shows a regular woman which the audience can build a relationship with because they can relate to the model and the stress she feels.
Magazine Ad: The magazine ad will be clippings from the commercial. It will show a the same lady before & after using the product. The before picture will show her stressed out with one hand on her hair and looking at her watch, nervous for her upcoming business meeting. The after picture will show her smiling, beautiful, hugging the folder of the deal she just closed.
“Advertising differentiates brands, groups, and causes, and ultimately sells products and calls people to action.”
-TEXT BOOK
I've shown that this is the best brand to buy, it is for every woman, in every class because it is affordable yet luxurious when put on.
-TEXT BOOK
The benefits of the product are clear. This led to an idea that shows what these benefits can bring to a woman & how it can help her with her daily life.
These advertisements will appeal to all working women who need confidence and want to be beautiful despite their hectic schedules. When women see this, they will relate to it and want to purchase this product.
“Before advertising comes a core branding idea—the idea that imbues a brand or group with character that differentiates it and builds a relationship with the audience.”
-TEXT BOOK
EOC: 1984 Macintosh Commercial
This commercial was very effective because it brought mystery. It made it's viewers intrigued and excited to see what this product was and how it was going to change 1984. Although it didn't explain the product, it definitely brought a hype to the brand and made people anxious. The commercial showed a possibility of what the future could be and it is dull and something to be feared but with this product from Macintosh, you will be able to avoid that.
Friday, November 30, 2012
Competitive Analysis
Product: REVLON: Colorburst Lip Butter
Slogan: Kiss your problems away !
“The brand idea is based on an insight into the audience that makes the brand relevant to them. It must exemplify something—tangible or intangible—that people find compellingly relevant to their lives.”
-TEXT BOOK
This product that appears as a lipstick is what we call "Lip Butter". The reason it was given this name is because it makes your lips feel unbelievably smooth. It works just like lip balm if not better and it even has a vibrant tint added to it.
-TEXT BOOK
Competitors:
MAYBELLINE: Baby Lips - This product is advertised as a tinted lip balm to add color to your lips and make them baby-soft. I have tried this product and the softness doesn't last at all and the color is barely noticeable.
L'OREAL: Colour Riche Balm - The consistency and feel of this balm was too sticky and uncomfortable. It had great color but it didn't feel like a balm at all.
Overall REVLON Colorburst is doing better than it's competitors. I will promote this product using it's benefits compared to the other two. This will show why this product is a better choice and why it will let you kiss your problems away.
-TEXT BOOK
EOC: Fonts
1. Kiss your problems away. - Tempus Sans ITC
14. Kiss your problems away. - Swis721 Cn BT
14. Kiss your problems away. - Swis721 Cn BT
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