When an Advertisement Doesn't Work

I was in San Francisco's Union Square at the beginning of the month and noticed a rather large billboard which has shrunken in significance since first put up. The poster is of Alex Smith, the former starting quarterback for the San Francisco 49ers. The Nike poster (I'd post a picture, but I cannot locate one) boasts that "Speed Kills" and the irony in that phrase is that his current replacement is one of the fastest players in the NFL. The way things are looking, the replacement, Colin Kaepernick will end the season as the starter for the 'Niners unless something goes horrendously wrong. My question though, will the billboard of Alex stay? Or will it get out of town along with him?

End of Inte-YEAH RIGHT-rruption

You flip through a magazine and find yourself enthralled in an article on the annexation of Puerto Rico when all of the sudden BOOM, there it is. As if you couldn't smell it coming from a mile away, Chanel No. 5 has made its way through your nasal cavity and has transformed itself into a raging headache.

Later that day you're enjoying your Christmas music for free via Pandora Internet Radio when, after hearing 3 mediocre jingles, BOOM, there it is. "Are you tired? Do sugary, high-caffeine energy drinks not work for you? Are you sick of crashes and jitters from your energy supplements? (or something like that) Then you need 5 Hour Energy!"
 

Later you're driving to pick up dinner for the family and you flip on the radio and tune into your favorite local sports talk station. After hearing two blowhards yell at each other for 10 minutes straight about who has the best uniforms in professional hockey you're treated to a commercial break starting with the famous blue pill, Viagra. Well, there you have it, now you know what to do if this product "works" for more than 4 hours and you now know how to excite the love of your life.

Why? Why do we have to go through with this madness?! Well, that's a simple question and a simpler answer: the almighty dollar. And for as long as there is media, there will be the interruption of advertising. Pandora can provide free internet radio because they are paid by the sponsors and they are obligated to advertise that product on air. As for the Viagra on the radio, well that's advertising to the demographic, but that will also continue because they get paid by sponsors as well. And then when it comes to television, the king of advertising, that will certainly never end. Television is the most involved with advertising and the most lucrative of these four media sources.

Bathroom Space... I Need It

When I was in Dineyland last weekend I found something quite odd. There were ads ON THE SOAP DISPENSERS. Now, I'm not sure if it only caught my eye because I am sensitive to advertising these days or if it was actually that prevalent, but these were ads for Brawny paper towels. The irony, Disneyland didn't use Brawny paper towels in the bathroom. This just goes to show that ad space is precious and companies will take what they can get. And why not on a soap dispenser? They've already got a hold of your attention and what else are you going to look at for 10 seconds when no mirror is present? Well played, Brawny, well played.

Not Your "Normal" Advertising of Today

Ladies and Gentlemen, hello and welcome to Novemeber. As you know, today is the day after the election and as you also know, almost every channel on television and every news article has something to say about it. Well, fear not because this week we shift our focus to advertising in print!

This week I am focusing on two different ads from BMW that focus on two different perspectives of driving: speed and danger.

Driving can be such a joy, especially when you're driving a Beamer, and it is incredible how quick some of these automobiles can move. In this first add we see sarcasm being used in a creative and clever way:

The beauty of the sarcasm in this ad is something that cannot be captured on television and wouldn't be as effective in black and white. If the ad confuses you at all, it is joking that you need to turn the page 5.3 seconds faster next time so that you see the BMW driving by next time. This comment eludes to the fact that the car can likely go 0-60mph in those 5.3 seconds.

However, as fun as driving fast and carelessly can be, it can also be dangerous and this next ad shifts the focus and mood to a more subdued and serious attitude:

The powerful statement here provides a feeling and mood of sorrow for the poor person that lost their leg in this accident while also delivering hope and a feeling of relief that this is all he has lost. And while this ad could be captured in moving picture, the words do the picture justice and bring the picture to life by truly putting this serious topic into perspective.

As you've seen here, even the same company and ad producer can create ads completely separate in and of themselves. I am glad to see that BMW isn't always just about the speed and elegance all of the time and that they also have a serious side. After seeing these two advertisements alone, BMW has my vote for delivering strong, emotional ads via print.

Nostalgia Lives in San Francisco!

The San Francisco 49ers are one of the most storied franchises in all of professional football and have had years upon years of success. Since the National Football League started having their annual Super Bowl in 1967 the "Niners" have won 5 of them. That is tied for second with the Dallas Cowboys and 1 win behind the Pittsburgh Steelers, both storied franchises of their own, and since last year San Francisco has been a threat to get another one.

The 49ers have been wearing red and gold for their entire existence in the National Football League and even before that. Then in 1996 the team switched things up a little bit and started wearing a more burgundy-red uniform which they wore until the 2009 season.

Do you remember "The Catch"? Back in the 1981-82 season Joe Montana made history by completing that pass you just to Dwight Clark in the back of the end zone to beat the hated Dallas Cowboys on their way to ultimately winning the Super Bowl that season. Notice what that '81 team was wearing? Their traditional red and gold. Looks good, doesn't it? In 2009 the team brought back the old unis and a sense of nostalgia followed not long after.

Then, in 2011 the team hired new head coach Jim Harbaugh who brings an old-school, smash-mouth approach to the game of football. And wouldn't you know it, the success has soon after followed the uniform change. Now, I'm not saying that the team couldn't win in black and silver, no offense Oakland, but it is interesting that the team brings back the old uniforms and gradually get better each season thereafter. This season is yet to be determined but it seems as though they control their own destiny.

1. What are some of the major advantages and disadvantages of nostalgia marketing?

It toys with the emotions of the consumer. People tie image to their memories and the memories of the 49ers' success brings back the great memories of family, friends, and good times. However, the disadvantages can be related to the same characteristics. They can bring back bad memories, bad relationships, and even bad tastes.  

2. Are there some products or brands for which this strategy may not be successful? Why not?

I think that a brand that relies on the next best thing might not necessarily work with nostalgia marketing. For example, technology. Technology is always moving forward and people are always looking for the next best thing. Even though retro is always hot, people don't want to lose technological advances to be "cool".

Harley Davidson: A Lifestyle Based on an Attitude

Consumer behavior is the way a person reacts when they purchase an item and that item effects the way the represent themselves. For example, the famous motorcycle brand Harley- Davidson is the epitome of a "bad boy". The folks who ride around on their "Harleys" have a handlebar mustache, cut off t-shirts, leather jackets, smoke cigars and/or cigarettes, and drink Jack Daniels... straight.

Just off the record, this is my neighbor and family friend, Ron, and he is more than alright with me using these shots. In fact, he's flattered to know that I am showing how the product can effect the consumer.

 

Now, this might take away from the credibility of my claims, but this man was born in the back country and has spent the majority of his life on a Harley. However, the more interesting part about the effect Harley- Davidson has had on Ron is the man he is now is different than the man I met 12, or so, years ago. When I met Ron, he was a suave businessman who ran a very successful local company and drove a convertible Lexus coupe. 

Now, all the while he was still a hick-at-heart, but he appeared to me as this successful, clean cut man. This perception of Ron caused me to wonder if it made a difference to me for him to be both of these types of men at the same time. Ultimately, nah, not a big deal. But maybe that's just me. I know that with certain people that know him as Ron the business man, he is always professional and respectful. However, he is that tobacco-chewin', cigar-smokin', Jack D-drinkin', hillbilly from the back country of Central Oregon. So, you make your opinions and I'll keep mine. I know that Ron is a beloved family friend who can be a successful business man while being a Harley- Davidson prototype at the same time and all the while be one of the most generous and loving family men out there.

 Here are some questions that were posed to me:

1. Do you believe brand communities like Harley- Davidson result in greater involvement with this brand?

I do believe that people take on the brand and all that is associated with this brand, yes. Like the story I've previously shared, I see H-D having a huge effect on the greater involvement of itself.

2. What elements of the Posse Ride do you believe enhance the meaning of the brand for the riders?

I think that the status of the P.R. enhances the brand by peer pressure. "Are you going to the P.R.?" "Why yes, I am. Why? Cause I'm BAD!" It just seems as though they go hand in hand.

3. Should Harley- Davidson get more involved in the ride or would that dilute the ride's meaning to the participants?

From what it seems, Harley- Davidson is playing it perfectly. If they get more involved, end up sponsoring the ride, and then something tragic happens during the ride, how does that reflect on the brand? The ride promotes a sense of unity amongst bikers that just happens through the individuals reaching out to ride together, not because of H-D directly.

4. In addition to experiences such as the Posse Ride, what other ways could Harley increase involvement in the brand?

They could simply continue to brand the bike in ways that they have been. In fact, they're currently running a little campaign showing all of the multiple types of people who tell they're stories of who they are even though they drive a Harley. If you look on Twitter, you can search #stereotypicalharley you'll see all of the different people providing diversity amongst the stereotypes.

Coke Zero: The Revolutionization of Diet Soda

While there were other diet soft drinks prior to Coca-Cola Zero, this drink more or less revolutionized the industry. Sure, there was "Tab", Diet Coke, Diet Pepsi, and just about a diet partner for every "regular" soft drink, but the "Zero" included in Coke Zero is what makes this drink a legend or sorts. I bring you a new addition to my blogging this week as I am required to answer a few questions from my dashing, brilliant, wonderful professor (like that, John?), so we'll see how this goes:

Question 1

The Coca Cola Company utilized different strategies in Europe and Australia compared to North America. In Europe Coke Zero was positioned as a “diet drink” and in North America it was positioned as a “low calorie drink”. Do you believe it was an appropriate strategy? Could Coke have used the same positioning strategy in both geographic areas? If so, which should they have used? If no, why?

I believe that labeling a product as a "low calorie drink" leaves the more health-minded Americans to believe that there is less "bad stuff" in the product. Now, I'm not sure what folks in Europe think about "zero calorie" products, but I know that most Americans would think to themselves, "Man, there must be some serious crap in there". That being said, I still think that both brands of the product would work in either market.

Question 2

This case discusses some aspects of the study of consumer behavior that have drawn criticism from observers. Coke Zero created a “fake blog” to generate interest in The Zero Movement. Was this unethical?

I don't know that having a fake account is necessarily unethical, but it definitely not what I expect from Coca-Cola. As I've learned Coke invented freakin' Santa Claus, more or less, and branded him as their own for the rest of eternity. So, on a side note, I guess there is Coca-Cola in heaven. I think that this looks more desperate than anything else, but I don't discredit them at all most likely because it doesn't really bother me.

Question 3

Find a similar product that has launched or promoted itself in a way, which has drawn criticism. Explain its success or failure from a consumer’s point of view.

The obvious candidate here is Pepsi! They have been doing all that they can to provide a zero calorie complement to "Coke Zero" besides their own "Diet Pepsi". Since the release of Coke Zero, Pepsi has introduced two new drinks that claim the "low- calorie beverage" title starting with "Pepsi Max" and more recently, "Pepsi Next". We'll see how these two take off in the near future, but I find that they are sort of competing with themselves. Maybe that is a good strategy though, after all. If you think about it, the more options, the better, right? Because someone can choose their beverage based on several factors:
 Zero calories, no caffeine- Caffeine Free Diet Pepsi
Zero calories, caffeine- Diet Pepsi
Zero calories, about twice the caffeine- Pepsi Max
Calories, sugar, caffeine- Pepsi
Calories, sugar, no caffeine-  Caffeine Free Pepsi
60% of the calories, 60% of the sugar, caffeine- Pepsi Next

So, whereas this might look like Pepsi is taking away from their own product, they're ultimately just putting more money into their own pockets by providing more options. After all, whether Diet or regular, or whatever, it all goes to the same place for Pepsi.