Bounty Puts a New Spin on Spills
The Wall Street Journal
http://online.wsj.com/article/SB123482144767494581.html
This article describes Bounty's new ad campaign, which features women having a more proactive attitude towards household messes. Instead of their typical commercials, which feature mothers panicking over spills while a Bounty sheet saves the day, these commercials show mothers with a tougher, "bring it on" mentality. P&G has found that these women, who are responsible for a majority of their sales, are being calmer, or at least trying to be, about spills and messes. P&G hopes that these ads can continue to bring about revenue increases in the current economic situation. While paper towel sales overall have looked bleak, Bounty has still increased its sales over the past few years. They hope to continue to differentiate themselves from private-label paper towels by offering better value, in addition to the new campaign directed towards their target market.
I feel as though Bounty is on the right track with their campaign. It is not considered "cool" to flip out about a stain or spill. Who hasn't heard "There's no use crying over spilled milk"? The laid back attitude is one that is deemed attractive. Especially when it seems as though so many other things could go wrong in this economy. In the scheme of things, a mess isn't a big deal. So there's no need to stress. I give kudos to Bounty for this advertisement, but don't know if it will actually spur sales. However, Bounty's reputation for higher value will continue, and this can hopefully carry them through the recession.
Tuesday, February 17, 2009
Tuesday, February 10, 2009
Depression in the Recession
Face It: You're Addicted to Success
Wall Street Journal
http://online.wsj.com/article/SB123423234983566171.html
The current economic situation is not only taking a hold on people's pocketbooks, but their state of mind as well. As a society, we have long associated people with their profession, or "what they do". It's often a common question we ask upon first meeting people. "Hello Mrs. Smith, what is it that you do, again?" This article taps into this sense of identity, saying that as people around the country lose or change their jobs, they are losing that identity. Instead of a conversation going like this: "What does your wife do?" "She is a 1st grade teacher", it goes like this: "What does your wife do?" "Well, she was recently laid off". How does that wife feel now? She has lost that sense of identity. The article goes on to say that as people become higher up in a company or organization, they continue to thrive off of their success. However, are they really happier? One successful professional said no. "I've published a lot of books, but when I look back, I'm no happier than in graduate school sleeping on a mattress on the floor," said Dr. Robert Leahy in the article. A solution to this problem? The article suggests a better work/life balance. Rather than continuing to associate oneself with their work, these people need to have a life and fulfillment outside of their profession.
I can identify with this article, not because I have lost a job and seemingly my identity, but because I am currently searching for a job in a tough economy. I have always seen myself as an independent and successful person. Sure, I have definitely failed at tasks and made mistakes, but I like to think that through continued perseverence my success can outweigh my failures. Yet, through the job-searching process I can't help but feel an overwhelming sense of defeat. I am starting to question if I really have been successful in the past and if all my hard work has no purpose in terms of finding a career. Thus, I am placing my identity in "success", which I am defining as a job or career. I can take away from this article that a career or job is not how I should define myself completely, and even that finding my ideal job right now probably won't happen.
Wall Street Journal
http://online.wsj.com/article/SB123423234983566171.html
The current economic situation is not only taking a hold on people's pocketbooks, but their state of mind as well. As a society, we have long associated people with their profession, or "what they do". It's often a common question we ask upon first meeting people. "Hello Mrs. Smith, what is it that you do, again?" This article taps into this sense of identity, saying that as people around the country lose or change their jobs, they are losing that identity. Instead of a conversation going like this: "What does your wife do?" "She is a 1st grade teacher", it goes like this: "What does your wife do?" "Well, she was recently laid off". How does that wife feel now? She has lost that sense of identity. The article goes on to say that as people become higher up in a company or organization, they continue to thrive off of their success. However, are they really happier? One successful professional said no. "I've published a lot of books, but when I look back, I'm no happier than in graduate school sleeping on a mattress on the floor," said Dr. Robert Leahy in the article. A solution to this problem? The article suggests a better work/life balance. Rather than continuing to associate oneself with their work, these people need to have a life and fulfillment outside of their profession.
I can identify with this article, not because I have lost a job and seemingly my identity, but because I am currently searching for a job in a tough economy. I have always seen myself as an independent and successful person. Sure, I have definitely failed at tasks and made mistakes, but I like to think that through continued perseverence my success can outweigh my failures. Yet, through the job-searching process I can't help but feel an overwhelming sense of defeat. I am starting to question if I really have been successful in the past and if all my hard work has no purpose in terms of finding a career. Thus, I am placing my identity in "success", which I am defining as a job or career. I can take away from this article that a career or job is not how I should define myself completely, and even that finding my ideal job right now probably won't happen.
Wednesday, February 4, 2009
Take a Break from all that Glitz and Glamour Advertising
Las Vegas Touts Its Affordability
The Wall Street Journal
http://online.wsj.com/article/SB123371001940445955.html
Las Vegas has been struggling due to the current economic situation and is now trying to fight back with a new advertising campaign, "Vegas Bound". The campaign tells Americans that they have been working hard and deserve a break. Thus, they can return from their Vegas vacation rejuvenated and fresh. Las Vegas is trying to change its image from a city of over-indulgence and irresponsibility to that of a get-away and vacation area due to the economy and lack of discretionary income. To accomplish this, marketers used a group of 100 individuals from Cranfills Gap, Texas. While the article states that several small towns were considered, marketers felt "The Gap" embodied working-class America, their target market.
While reading this article, I couldn't help but think of the brand that Las Vegas has built up over several years. It has been known as the city of spending, drinking, partying, and gambling. All these things seem like a bad idea in a bad economy. So Vegas decides to change this brand, after all the time and work its put in to building it up. I understand the reasoning. I just don't think it's reasonable. Is it reasonable to expect that consumers might think of something completely different than they've been trained to for the past how many years when they hear the words "Las Vegas"? I think Las Vegas has done such a great job selling its brand and city image that it will be difficult to change now. Is the attempt at re-branding worth it? Will the recession be over by the time marketers can put a dent in Vegas's reputation? I sure hope so.
The Wall Street Journal
http://online.wsj.com/article/SB123371001940445955.html
Las Vegas has been struggling due to the current economic situation and is now trying to fight back with a new advertising campaign, "Vegas Bound". The campaign tells Americans that they have been working hard and deserve a break. Thus, they can return from their Vegas vacation rejuvenated and fresh. Las Vegas is trying to change its image from a city of over-indulgence and irresponsibility to that of a get-away and vacation area due to the economy and lack of discretionary income. To accomplish this, marketers used a group of 100 individuals from Cranfills Gap, Texas. While the article states that several small towns were considered, marketers felt "The Gap" embodied working-class America, their target market.
While reading this article, I couldn't help but think of the brand that Las Vegas has built up over several years. It has been known as the city of spending, drinking, partying, and gambling. All these things seem like a bad idea in a bad economy. So Vegas decides to change this brand, after all the time and work its put in to building it up. I understand the reasoning. I just don't think it's reasonable. Is it reasonable to expect that consumers might think of something completely different than they've been trained to for the past how many years when they hear the words "Las Vegas"? I think Las Vegas has done such a great job selling its brand and city image that it will be difficult to change now. Is the attempt at re-branding worth it? Will the recession be over by the time marketers can put a dent in Vegas's reputation? I sure hope so.
Wednesday, January 28, 2009
Ch-Ch-Ch-Ch-Ch-Ch Changes
Marketers Hone Digital Game
By Emily Steel
http://online.wsj.com/article/SB123310469330222313.html
Companies including PepsiCo, Anheuser-Busch, CareerBuilder and more have decided to step up their Superbowl advertising effectiveness by using a variety of digital technologies. Anything from placing interactive links in a Superbowl commercial to advertising an ad on the Web are being used to create more interest. PepsiCo even developed a contest offering $1 million to anyone who can create an ad for Doritos that scores #1 in USA Today's Superbowl ad competition. This competition has generated tons of interest in Doritos. Not only are these companies taking advantage of new technology in order to better market their products, these are ways to cut back on spending, as Superbowl ads can cost up to $3 million for a 30 second spot this year. They also allow companies to get the most for their money.
It never ceases to amaze me how much things continue to change. Marketing and advertising tactics are constantly improving and using new technology to promote products. It is obvious that companies must stay on top of the game, being innovative or creative in using ways to utilize the technology and trends available. For example, I have seen one self-made Doritos commercial, and realize that these chips are gaining so much popularity from this competition. Word of mouth is powerful, and if a group of people are pulling for their ad to win, they will talk about it and try to get everyone they know on board. I say kudos to PepsiCo for this idea and even the rest of the advertising innovators mentioned in the article.
By Emily Steel
http://online.wsj.com/article/SB123310469330222313.html
Companies including PepsiCo, Anheuser-Busch, CareerBuilder and more have decided to step up their Superbowl advertising effectiveness by using a variety of digital technologies. Anything from placing interactive links in a Superbowl commercial to advertising an ad on the Web are being used to create more interest. PepsiCo even developed a contest offering $1 million to anyone who can create an ad for Doritos that scores #1 in USA Today's Superbowl ad competition. This competition has generated tons of interest in Doritos. Not only are these companies taking advantage of new technology in order to better market their products, these are ways to cut back on spending, as Superbowl ads can cost up to $3 million for a 30 second spot this year. They also allow companies to get the most for their money.
It never ceases to amaze me how much things continue to change. Marketing and advertising tactics are constantly improving and using new technology to promote products. It is obvious that companies must stay on top of the game, being innovative or creative in using ways to utilize the technology and trends available. For example, I have seen one self-made Doritos commercial, and realize that these chips are gaining so much popularity from this competition. Word of mouth is powerful, and if a group of people are pulling for their ad to win, they will talk about it and try to get everyone they know on board. I say kudos to PepsiCo for this idea and even the rest of the advertising innovators mentioned in the article.
Monday, January 19, 2009
Be Social.
http://www.businessweek.com/smallbiz/content/jan2009/sb20090116_666697_page_2.htm
"Why Social Media Is Worth Small Business Owners' Time"
-by Steve McKee
from The Wall Street Journal
Steve McKee writes this article for small business owners, understanding their position, but attempting to convince them that social media could be very helpful in their businesses. He states that he understands that this type of advertising or business practice is intimidating to many, but recommends that small business owners take the time to get their feet wet in these areas. Due to the increasing popularity of networking tools such as Facebook and LinkedIn, social media is becoming a huge opportunity, and one that is too big to miss. He says that while they can be scary at first, once users get the hang of them, they can be fun and rewarding. While many people were first confused and intimidated by web sites, too, he sees these forms of social media continuing to take off and thrive. McKee encourages small business owners to take on one new networking site a month, and guarantees that it will help business and contacts, stating that by the end of the year, the businesses that utilize this tactic can be ahead of their competition by 90%.
It seems odd to me how quickly things are evolving. I just learned of LinkedIn in the fall, and now I feel as though I hear about it everywhere. I look at those who don't know what it is and think "Where have you BEEN?", yet I learned of it in October. I can also recall when I had no idea what facebook was. When I heard the term the summer before I came to college I thought the concept was absurd. So did everyone else who never had it. My sister told me she remembers "vowing" to never get facebook. That didn't last long once its popularity struck. Now, as it has become a household term and its fame seems limitless, it only seems intelligent to use it as a business, marketing, and networking tool. Why didn't we think of this before? Seeing all the technologies evolve seems, at times, overwhelming, and I can't imagine what it must feel like for businesses.
"Why Social Media Is Worth Small Business Owners' Time"
-by Steve McKee
from The Wall Street Journal
Steve McKee writes this article for small business owners, understanding their position, but attempting to convince them that social media could be very helpful in their businesses. He states that he understands that this type of advertising or business practice is intimidating to many, but recommends that small business owners take the time to get their feet wet in these areas. Due to the increasing popularity of networking tools such as Facebook and LinkedIn, social media is becoming a huge opportunity, and one that is too big to miss. He says that while they can be scary at first, once users get the hang of them, they can be fun and rewarding. While many people were first confused and intimidated by web sites, too, he sees these forms of social media continuing to take off and thrive. McKee encourages small business owners to take on one new networking site a month, and guarantees that it will help business and contacts, stating that by the end of the year, the businesses that utilize this tactic can be ahead of their competition by 90%.
It seems odd to me how quickly things are evolving. I just learned of LinkedIn in the fall, and now I feel as though I hear about it everywhere. I look at those who don't know what it is and think "Where have you BEEN?", yet I learned of it in October. I can also recall when I had no idea what facebook was. When I heard the term the summer before I came to college I thought the concept was absurd. So did everyone else who never had it. My sister told me she remembers "vowing" to never get facebook. That didn't last long once its popularity struck. Now, as it has become a household term and its fame seems limitless, it only seems intelligent to use it as a business, marketing, and networking tool. Why didn't we think of this before? Seeing all the technologies evolve seems, at times, overwhelming, and I can't imagine what it must feel like for businesses.
Monday, January 12, 2009
Paper or Internet?
"Seattle Post-Intelligencer Faces Closure if Buyer Isn't Found Soon"
-Shira Ovide
The Wall Street Journal
http://online.wsj.com/article/SB123153462765669141.html
Hearst Corporation announced that it will be selling the Seattle Post-Intelligencer (P-I) due to large losses, which it blames on the current economic situation. Hearst stated that if the paper isn't sold in 60 days, then the P-I will close or become an online publication only. It seems as though the recession has hit many publications, as Frank Blethen, Times CEO, stated that it is possible that the P-I closing could increase the chances that the Seattle Times can survive the current economic crisis. Although the situation seemed evident, the article states that employees took the news hard, shedding tears over the announcement.
I found this article to be particularly interesting because I'm not sure that the economy is the sole reason for the lack of newspaper sales. While I believe the recession is a partial cause of loss of revenue for the P-I, I think that changes in technology and social practices also contribute. People aren't giving up their knowledge of the news or current events, they are giving up their newspaper subscriptions because they can get this information elsewhere. Online news sites such as MSN, CNN, etc. make it possible for customers to give up their physical paper version of the news.
-Shira Ovide
The Wall Street Journal
http://online.wsj.com/article/SB123153462765669141.html
Hearst Corporation announced that it will be selling the Seattle Post-Intelligencer (P-I) due to large losses, which it blames on the current economic situation. Hearst stated that if the paper isn't sold in 60 days, then the P-I will close or become an online publication only. It seems as though the recession has hit many publications, as Frank Blethen, Times CEO, stated that it is possible that the P-I closing could increase the chances that the Seattle Times can survive the current economic crisis. Although the situation seemed evident, the article states that employees took the news hard, shedding tears over the announcement.
I found this article to be particularly interesting because I'm not sure that the economy is the sole reason for the lack of newspaper sales. While I believe the recession is a partial cause of loss of revenue for the P-I, I think that changes in technology and social practices also contribute. People aren't giving up their knowledge of the news or current events, they are giving up their newspaper subscriptions because they can get this information elsewhere. Online news sites such as MSN, CNN, etc. make it possible for customers to give up their physical paper version of the news.
Tuesday, January 6, 2009
Less is More
"Ads to Go Leaner, Meaner in '09"
Wall Street Journal Online
http://online.wsj.com/article/SB123111923883152873.html
With the economy continuing to slip, ad spending is expected to drop by 6.2% this year in the U.S. Thus, companies are being forced to get their points across with less money. This means that ads will now use less glamor, less time, and more simplicity. As mentioned in the article, some businesses, such as Domino's Pizza, will create advertisements that will demonstrate how they are better than the competition. Their messages will be simplistic, shorter, and right to the point. Instead of using A-list celebrities, companies will be using average Joe Schmoes or unknown actors in their commercials. Businesses will also be trying to get as much out of their money as possible, by placing ads in places where more customers will see or pay attention to them, such as cell phones and other hand-held electronic devices. Another tactic is to place advertisements online and let consumers find them on their own, thus watching these ads for pleasure. Some learning institutions will also be endorsing products and industries in need. The article states how advertisers will have to be smarter and more efficient, and use the new possibilities with technological advances.
In my opinion, I feel as though the types of advertisements written about in the article are those that are most effective. Sure, I love watching humorous and entertaining commercials, but do I ever buy the products in these ads? Don't I usually forget what product the commercial is even for? How many times have I heard about a commercial from a friend, only for them to say, "well...I'm not sure what it was for...but it was hilarious!" We love to watch the clever advertisements that are brainstormed by the advertising giants and creative geniuses, but do we love to buy their products? I can say that I do not. I am more logical and I want to know why I should spend my money on a product. If I buy a product because of a commercial, it's because the commercial made a good point. Yes, why would I pay $40 for a sweater when I can get one at Old Navy on sale for $9.99? Or, why do I buy this product when the other is clinically proven to work better? The commercials that make me realize that I have a need for the product in question, define what the product is, or why it is a better deal are the ones I truly take seriously and will actually ACT on. If these are the ads that must be produced when budgets are low, then I'd say that perhaps advertising agencies could learn from economic crises.
Wall Street Journal Online
http://online.wsj.com/article/SB123111923883152873.html
With the economy continuing to slip, ad spending is expected to drop by 6.2% this year in the U.S. Thus, companies are being forced to get their points across with less money. This means that ads will now use less glamor, less time, and more simplicity. As mentioned in the article, some businesses, such as Domino's Pizza, will create advertisements that will demonstrate how they are better than the competition. Their messages will be simplistic, shorter, and right to the point. Instead of using A-list celebrities, companies will be using average Joe Schmoes or unknown actors in their commercials. Businesses will also be trying to get as much out of their money as possible, by placing ads in places where more customers will see or pay attention to them, such as cell phones and other hand-held electronic devices. Another tactic is to place advertisements online and let consumers find them on their own, thus watching these ads for pleasure. Some learning institutions will also be endorsing products and industries in need. The article states how advertisers will have to be smarter and more efficient, and use the new possibilities with technological advances.
In my opinion, I feel as though the types of advertisements written about in the article are those that are most effective. Sure, I love watching humorous and entertaining commercials, but do I ever buy the products in these ads? Don't I usually forget what product the commercial is even for? How many times have I heard about a commercial from a friend, only for them to say, "well...I'm not sure what it was for...but it was hilarious!" We love to watch the clever advertisements that are brainstormed by the advertising giants and creative geniuses, but do we love to buy their products? I can say that I do not. I am more logical and I want to know why I should spend my money on a product. If I buy a product because of a commercial, it's because the commercial made a good point. Yes, why would I pay $40 for a sweater when I can get one at Old Navy on sale for $9.99? Or, why do I buy this product when the other is clinically proven to work better? The commercials that make me realize that I have a need for the product in question, define what the product is, or why it is a better deal are the ones I truly take seriously and will actually ACT on. If these are the ads that must be produced when budgets are low, then I'd say that perhaps advertising agencies could learn from economic crises.
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