EOC: WEEK 11: FINAL EVALUATION

        --> The classroom experience was a great one. I’m an Advertising major, so I was loving every single moment of it. I learned a great deal throughout the 11 weeks I was in class. Advertising is my second love. I was a forensics major before I started attending the Art Institute of Las Vegas. That was a major I needed to leave behind. I feel creatively, I have so much more to give. The instructor made learning easy and interesting. I enjoyed the in-class discussions the most. The blog posts were helpful as well. I motivated me to look at certain campaigns in concepts in a new light.  My love for Advertising has only grown stronger. The book chosen for this course showcased great advertising of the past and present. It also incorporated and illustrated design, strategy, and graphics effectively. The important aspect about advertising is to look at the big idea and keep the bigger picture in mind. Feel free to please your clients, but selling the product… that’s where the big money is.  Research is important. Not only should you research your client but their competition. You need to know what can prevent your client from making profit and a wider consumer base.  Everyone in class was wonderful and interacted with the instructor well. I hope I can take all that I’ve learned and use it in the rest of my business/advertising classes. The information I’ve gathered is significant.  It’s unfortunate I had to miss a class due to a mission, I’m sure the class was rewarding.  Wieden + Kennedy is an amazing advertising company. So when we watched the video in class, I was so excited. They are everything I aspire to be. In conclusion, overall it was a pleasant experience with a knowledgeable instructor. 

EOC: COMMERCIAL BREAKDOWN

This got milk commercial was a sensation! This was the original advertisement for the "Got Milk" ad in 1993. It was also featured in a 2009 documentary called "Art & Copy". The documentary interviewed Jeffy Goodby and Rich Silverstein.  The slogan "Got Milk" almost was dismissed because it was viewed at grammatically incorrect. In the end they used it and it blew everyone out of the water! The very famous Hollywood director Michael Bay is the one who directed this commercial. This ad was named one of the 10 best commercials of all time by a USA Today polll in 2002. It also been used in advertising books and case studies. It's legendary!

What I love most about this advertisement is the simplicity of it. How effortless the concept was and how seamless it was executed. Simple ads seem to be the one who make marketing history. The use of peanut butter was a good touch. I love peanut butter and it goes well with milk. The ad definitely sells the product. Jeffy and Rich wanted to come up with something that would change the face of Milk. This was something they could only do exclusively through advertising. They didn't have the luxury of adding flavors and drastically changing the packaging like so many other brands could do. They found a way to uniquely incorporate other brands such as Oreo to assist in the appeal. There is nothing more classic than the old milk and cookies.  They definitely had the "The Big Idea" in mind and it was very solid.

EOC: Creative Content

             I will be creating an advertising campaign. The overall feel of the ad will be mysterious and sexy with an editorial style. The advertisement will be made up of 4 different shots. The photos will tell a story. Which incorporates with my slogan "Tell Your Story". The story will read like a book from left to right. The first shot will be the model walking up the stairs with a bag/suitcase. The shot will not show whole model, just a piece of her but will emphasize on the bag and shoes. The perfume will be poking out from one of the pockets. Second shot will be the model opening the door to come home to her lover. The shot will be taken over her shoulder; in the distance you will see a man out of focus (shirtless).
The third shot will be her undressing. The shot will be closer. the male model will have his back to the camera acting as if he is smelling her and the female model will be looking into the camera invitingly. Fourth and final shot will be a side shot of the woman on top of the male model (from the neck up). He will be inhaling her. The female model will be looking at the male model.  On the bottom right of the of the advertisement will have the bottle of perfume with cursive writing underneath it saying "Tell Your Story".

            In the first 2 shot the female model will be perfect. Hair will be perfect/pinned and makeup will be flawless. In the second shot, her hair is a little messier, clothes are in disarray. By the fourth shot, she is completely "wasted" and he is high off the scent of her. The storyline is aggressive. Woman are addicted to perfume, men are addicted to women. When those things clash...what happens? Tell your story.

Analysis of Project in the Real World

Dior Addict: Get Caught Up

I chose a product called Dior Addict. Slogans chosen in the past for this product have been “Admit it” and “Be Iconic”.  Selecting a slogan, especially one with a twist is a tough one.  I want my slogan to reflect that “The tagline is the catchphrase that conveys the brand or group's benefit or spirit and expresses an umbrella theme or strategy for a campaign or a series of campaigns; it also is called a claim, end line, slogan or strap line. “ (Landa, 102) The idea came to me almost immediately.  The slogan will be Dior Addict: Get Caught Up.   I chose this slogan because perfume, cologne...any kind of fragrance will get you "caught up" in good...and bad things. This ad will mix the good and bad together. It really just depends on who you are.

I want to brand this idea right because “In an overcrowded, competitive marketplace, relevant and engaging branding can ensure efficacy for a quality product, service, group, individual, or commodity. Not only does branding identify and distinguish, it builds equity (the value of the brand or group).” (Landa, 49) To take it even further, the campaign will surround the slogan. Once the perfume is applied it’s all the wonderful things that happen while wearing the fragrance. Whether it’s a hot date that got steamy or a nailing a work conference. It will give women a sense of confidence and allow them to be sexy because they smell sexy.  To simplify the idea, the slogan “Get Caught Up”:  There’s a story behind every fragrance, what’s yours? Also, I wanted to incorporate Addict in there as well.  Women are addicted to their perfumes. Addicts, no matter what type, have a story.

Competitive Analysis

       One of my main competitors is Marc Jacobs: Daisy perfume. Below I have conducted a competitive analysis.  This occurs during the first phase of the project process.  Phase one, “includes the initial meeting with a client; a briefing on the assignment; the internal planning meeting; a definition of the client's goals and requirements; learning about the client's business or organization, product, service, or group; determining the audience; and analyzing the competition.”

Product Summary:

Marc Jacobs Daisy perfume cane be found at many different such as Sephora, Nordstrom’s and Macy’s.  They advertise for this product with magazine ads and commercials. You can also obtain a sample in a department store or magazine.  Looking over reviews from customers, some feel as though too many people over wear the scent. Other comments that were shared stated that it smelled great, but didn’t last very long. There were a few all around good comments.

Strengths:

•      Very Popular Perfume
•     Quality guaranteed

Weaknesses: 

•       Doesn’t last very long on certain    individuals
•      Very Expensive

Outlook:

There’s nothing indicated that they plan on improving. My over plan is to show that, “The style you determine should be appropriate for the brand and for the core ad idea; for the audience, differentiate the campaign from the competition and add freshness.”(Landa 204) I can market my product my at all the same places that Daisy can. I might even look into social media advertising as well.

Their advertising campaign is strong but not diverse. I hope to add more diversity to my ad campaign. They only have tall, blond, Caucasian models. While this is very beautiful, I’d like to add more to my perfume ad campaign.

The Big Idea

Dior: Addict "Get Caught Up" is going to a powerful and sexy ad campaign. It will be geared towards women ages 17-35. I want to ensure that the customers are not only satisfied but want to have them coming back for more of the product because “An effective ad is driven by the underlying concept. An advertising idea— or concept—is the creative reasoning behind a solution. The concept determines the resulting message: what you say and how you design. Though your concept or idea may be broad, it is foundational." (Landa, 68) I want my customers to feel as thought they make the product. Maybe as though I created this perfume campaign just for them.

The big idea is "An ad idea is visually and verbally expressed through the creation, selection, combination, manipulation, and arrangement of visual and verbal elements and the written copy. A big idea is a solid, creative, on-brand idea that is large enough and flexible enough to be used effectively across media for a period of time." (Landa, 68) This ad will be timeless, just as perfume is timeless. Since the beginning of time fragrances have been worn by women. Even back in the 40's when they didn't have perfume but soap instead. People just want to smell good. 

I wanted to create a concept that was refreshing; a product a customer would lust for. It's important that I take well thought out steps to “Finding a relevant insight into how people think, what they need or desire, and how they act, termed a consumer insight, is paramount for idea generation." (Landa, 68) Products need to touch it's consumers, evoke a type of emotion because"...combining consumer and brand insight, one can attain an advertising “sweet spot”—the most effective place to hit the audience with your marketing messages." (Landa, 68) I've developed a campaign that should accomplish just that. The emotions I hope to evoke are powerful, passionate and impulsive. I hope that "though your (my) concept or idea may be broad, it is foundational."

Promotion

"Advertising is used in a free-market system to promote one brand or group over another." (Landa, 3) I would like to place this advertisement in a magazine such as Cosmopolitan, Elle, or Mademoiselle. Within the advertisements, there would be smell samples. Something that gives the consumer just a taste of what is available for purchase. Before the perfume is available to the general public, reps would pass out samples at department stores. Samples are VERY effective when marketing a product and are used often. Advertising is used in a free-market system to promote one brand or group over another. Within the campaign itself I want to tell a story. A story that is important to my viewers because “Storytelling is a narrative format in which a tale is told to an audience utilizing voice, gesture, and/or imagery; we have the story, the teller, and the listeners." (Landa, 118) 

             It needs to be relatable.  I need there to be a silent dialogue between the product and the consumer. The consumer needs to ingest and the digest the information and honestly believe that this perfume is perfect for them and their lifestyle because "Some consider storytelling to be interactive—a two-way interaction between storyteller and listeners. Therefore, interactive media can be particularly effective for this format, allowing the listener (visitor to the Web site) to become a cocreator of the story." (Landa, 118)

         When creating an advertising campaign it's important to remember that when “Carried through any campaign, there must be a distinct core idea, an underlying central concept or related ideas—one could call it a theme (a distinct recurring, unifying idea) or story." (Landa, 192) When I was brainstorming through the creative process and wanted to imagine something that people would love. The consumer should purchase, love and turnaround and recommend it a friend. It's a cycle that never ends because “Ads promote, remind, endear, inform, and call people to action. Besides effectively calling people to action, what makes a campaign effective is a matter of opinion." (Landa, 192)

Creative Content

 

           Promoting the product in the content is the most important. Advertising is everything and when done correctly can be rewarding. "Commercial advertising promotes brands and commodities by informing consumers; it is also used to promote individuals, groups, corporations, manufacturers."   (Landa, 7) Since “People are engaged by compelling narratives. If a brand or group has a story to tell, then it will be more dimensional. Through the branding, advertising, and every point of contact, people learn the brand story." (Landa, 56) The ad has created a story a concept that is easy to understand but makes the view think of their own stories and the events that take place in their lives while wearing their favorite perfume.

          It was my intention to make this campaign dramatic and draw the consumer in. I want to make the consumer live a little, maybe even fantasize for a few moments. Put themselves in the same story as the model in the advertisement because “An ad in the form of a story, whether in a still or moving medium, usually involving conflicts and emotions, is considered a drama. "(Landa, 110) The events is the advertisement are "Represented through action and dialogue, the story is told or unfolds through events or a situation that is interesting, tense, humorous (comedy), gripping, or emotionally involving."(Landa, 110) From the one frame to the next, it's cohesive and effective.

          Within the content I used powerful and persuasive colors. Color theory is a smart tool to use within the creative content because "In the design process, composition gives form to content. The coherence of the composition depends upon how the content is ordered and shaped. An interesting form results from a good idea and a finely honed visualization and composition."(Landa, 115) I used the color red, which translates to energy and erotic emotion. I also used black because it represents power, elegance and mystery. I also used pink; which reflects the feeling of femininity. These colors and their meaning bring everything I was aiming to accomplish together. In the end, the “A composition is the form, the whole spatial property and structure resulting from the intentional visualization and arrangement of graphic elements (type and visuals) in relation to one another and to the format. "(Landa, 115)

Creative Content

                Promoting the product in the content is the most important. Advertising is everything and when done correctly can be rewarding. "Commercial advertising promotes brands and commodities by informing consumers; it is also used to promote individuals, groups, corporations, manufacturers."   (Landa, 7) Since “People are engaged by compelling narratives. If a brand or group has a story to tell, then it will be more dimensional. Through the branding, advertising, and every point of contact, people learn the brand story." (Landa, 56) The ad has created a story a concept that is easy to understand but makes the view think of their own stories and the events that take place in their lives while wearing their favorite perfume.

                It was my intention to make this campaign dramatic and draw the consumer in. I want to make the consumer live a little, maybe even fantasize for a few moments. Put themselves in the same story as the model in the advertisement because “An ad in the form of a story, whether in a still or moving medium, usually involving conflicts and emotions, is considered a drama. "(Landa, 110) The events is the advertisement are "Represented through action and dialogue, the story is told or unfolds through events or a situation that is interesting, tense, humorous (comedy), gripping, or emotionally involving."(Landa, 110) From the one frame to the next, it's cohesive and effective.

Within the content I used powerful and persuasive colors. Color theory is a smart tool to use within the creative content because "In the design process, composition gives form to content. The coherence of the composition depends upon how the content is ordered and shaped. An interesting form results from a good idea and a finely honed visualization and composition."(Landa, 115) I used the color red, which translates to energy and erotic emotion. I also used black because it represents power, elegance and mystery. I also used pink; which reflects the feeling of femininity. These colors and their meaning bring everything I was aiming to accomplish together. In the end, the “A composition is the form, the whole spatial property and structure resulting from the intentional visualization and arrangement of graphic elements (type and visuals) in relation to one another and to the format. "(Landa, 115)

Promotion

"Advertising is used in a free-market system to promote one brand or group over another." (Landa, 3) I would like to place this advertisement in a magazine such as Cosmopolitan, Elle, or Mademoiselle. Within the advertisements, there would be smell samples. Something that gives the consumer just a taste of what is available for purchase. Before the perfume is available to the general public, reps would pass out samples at department stores. Samples are VERY effective when marketing a product and are used often. 

Advertising is used in a free-market system to promote one brand or group over another. Within the campaign itself I want to tell a story. A story that is important to my viewers because “Storytelling is a narrative format in which a tale is told to an audience utilizing voice, gesture, and/or imagery; we have the story, the teller, and the listeners." (Landa, 118) 

It needs to be relatable.  I need there to be a silent dialogue between the product and the consumer. The consumer needs to ingest and the digest the information and honestly believe that this perfume is perfect for them and their lifestyle because "Some consider storytelling to be interactive—a two-way interaction between storyteller and listeners. Therefore, interactive media can be particularly effective for this format, allowing the listener (visitor to the Web site) to become a cocreator of the story." (Landa, 118)

When creating an advertising campaign it's important to remember that when “Carried through any campaign, there must be a distinct core idea, an underlying central concept or related ideas—one could call it a theme (a distinct recurring, unifying idea) or story." (Landa, 192) When I was brainstorming through the creative process and wanted to imagine something that people would love. The consumer should purchase, love and turnaround and recommend it a friend. It's a cycle that never ends because “Ads promote, remind, endear, inform, and call people to action. Besides effectively calling people to action, what makes a campaign effective is a matter of opinion." (Landa, 192)

The Big Idea

Dior: Addict "Get Caught Up" is going to a powerful and sexy ad campaign. It will be geared towards women ages 17-35. I want to ensure that the customers are not only satisfied but want to have them coming back for more of the product because “An effective ad is driven by the underlying concept. An advertising idea— or concept—is the creative reasoning behind a solution. The concept determines the resulting message: what you say and how you design. Though your concept or idea may be broad, it is foundational." (Landa, 68) I want my customers to feel as thought they make the product. Maybe as though I created this perfume campaign just for them.

The big idea is "An ad idea is visually and verbally expressed through the creation, selection, combination, manipulation, and arrangement of visual and verbal elements and the written copy. A big idea is a solid, creative, on-brand idea that is large enough and flexible enough to be used effectively across media for a period of time." (Landa, 68) This ad will be timeless, just as perfume is timeless. Since the beginning of time fragrances have been worn by women. Even back in the 40's when they didn't have perfume but soap instead. People just want to smell good. 

I wanted to create a concept that was refreshing; a product a customer would lust for. It's important that I take well thought out steps to “Finding a relevant insight into how people think, what they need or desire, and how they act, termed a consumer insight, is paramount for idea generation." (Landa, 68) Products need to touch it's consumers, evoke a type of emotion because"...combining consumer and brand insight, one can attain an advertising “sweet spot”—the most effective place to hit the audience with your marketing messages." (Landa, 68) I've developed a campaign that should accomplish just that. The emotions I hope to evoke are powerful, passionate and impulsive. I hope that "though your (my) concept or idea may be broad, it is foundational."