Please click before you read…
http://www.phillyskyline.com/misc/sprintcheesesteak.jpg
I saw this ad on Monday and it was so funny to me because we were discussing local ad campaigns vs. national ad campaigns. First of all, a lot of people who have a plan with sprint (who is now partnered with Nextel) have said that their coverage is not all that great but of course the marketing strategy that Sprint used was very clever. Do the words “please hold while the Nextel subscriber you are trying to reach is located…” sound familiar? The advertisers played on the fact that the city of Philadelphia is always recognized for its cheese steaks…so they used that to market their product. The ad compared the coverage from a phone to food. I think that it was a good strategy because it was a simple but clever comparison, basically saying that since cheese is all over a steak, then your coverage will be all over, no matter where you go. This ad could be limited to Philly because who knows cheese steaks like Philadelphians do? It could be more international but it wouldn’t be as effective in my opinion. There was also a billboard not far from the Sprint Ad that stated that AT&T had more bars in more places and it is next to a picture of a city that looks like Philadelphia. AT&T also argues the same thing as Sprint but customers of AT&T that I know have expressed that their coverage is much better than that of other networks including Sprint.
There has been a debate that has been researched to see if the standpoints of both Sprint and AT&T are true.
http://www.fiercewireless.com/story/cingular-can-say-it-has-more-bars-in-more-places/2006-06-21
But which phone is the better choice? The ads are very significant because they are forcing consumers to choose which ad is better and in theory that would be the phone plan that one would decide to be on. I guess you have to be the judge…
http://www.youtube.com/watch?v=DNT1Y2sLLKU&feature=related (Sprint-connectile dysfunction)
This ad is interesting and funny because it clearly mentions AT&T as the direct competition instead of simply saying they are better than other networks. A form of comparative advertising is used here and I wonder what legal issues were surrounding it.
http://www.youtube.com/watch?v=GEd3pS1jXJ4 (AT&T-Roger Clemens)
This ad is for AT&T and doesn’t directly compare it’s product to one other network, but all other networks. It is an endorsement by Roger Clemens and is short, simple, and smart.
Wednesday, February 20, 2008
Wednesday, February 13, 2008
Local vs. Global Advertising: Should we standardize ads across all cultures?
Clemens Market vs. Acme
The local and national campaigns tend to differ from one another in many ways. The ways these advertisements differ from one another is because when advertising locally the marketing concept would focus on the needs of the consumers in that community and what their wants and desires are. The local consumer is the main focus of the ad. In the national ads, the marketing strategy is more of a marketing communication mix. As defined in the text, the advertisers use marketing communication activities like personal selling, sale promotion, advertising, marketing public relations etc. The national campaign tends to focus on a much larger demographic than a local campaign would. The local campaigns are more personable.
Clemens Market is a market who was started by Mennonites in the 1970’s to my understanding and they set out to have their own food which they grew and began to sell in the market. It was more of a family business and they wanted to sell their food to their people. It wasn’t really meant to be exclusive but it began small in their community and has expanded over time. The three parts of the marketing plan are objectives, segmenting and targeting, and differentiation and positioning. The objectives were to serve the community, segmenting and targeting were the people in the community, and the differentiation and positioning are the local consumers and how they view the market.
Acme on the other hand is a national grocery store that reaches out to everyone. Its strategy consists of a slogan stating Acme is essential in helping make your life easier. It discusses in the ad an enhanced shopping experience, how you are able to shop online, and shows competitive pricing. This is more of a global or national if you will, campaign. The market has chosen to reach out to many different people not just locally but across America. Their objective is to reach people from a wider standpoint. They offer more benefits to consumers for shopping experience. They’re targeting everyone essentially and trying to make their product fit the global shopper.
http://www2.fi.edu/tut/images/acme.gif
Criticism: Not specified for family consumers and that it is a family environment.
The local and national campaigns tend to differ from one another in many ways. The ways these advertisements differ from one another is because when advertising locally the marketing concept would focus on the needs of the consumers in that community and what their wants and desires are. The local consumer is the main focus of the ad. In the national ads, the marketing strategy is more of a marketing communication mix. As defined in the text, the advertisers use marketing communication activities like personal selling, sale promotion, advertising, marketing public relations etc. The national campaign tends to focus on a much larger demographic than a local campaign would. The local campaigns are more personable.
Clemens Market is a market who was started by Mennonites in the 1970’s to my understanding and they set out to have their own food which they grew and began to sell in the market. It was more of a family business and they wanted to sell their food to their people. It wasn’t really meant to be exclusive but it began small in their community and has expanded over time. The three parts of the marketing plan are objectives, segmenting and targeting, and differentiation and positioning. The objectives were to serve the community, segmenting and targeting were the people in the community, and the differentiation and positioning are the local consumers and how they view the market.
Acme on the other hand is a national grocery store that reaches out to everyone. Its strategy consists of a slogan stating Acme is essential in helping make your life easier. It discusses in the ad an enhanced shopping experience, how you are able to shop online, and shows competitive pricing. This is more of a global or national if you will, campaign. The market has chosen to reach out to many different people not just locally but across America. Their objective is to reach people from a wider standpoint. They offer more benefits to consumers for shopping experience. They’re targeting everyone essentially and trying to make their product fit the global shopper.
http://www2.fi.edu/tut/images/acme.gif
Criticism: Not specified for family consumers and that it is a family environment.
Wednesday, February 6, 2008
Advertising and Society
Does society emulate advertising or does advertising emulate society? I believe as we discussed in class that it is a little bit of both rolling in a cycle. But if I had to choose I am leaning more in the direction of society emulating advertising. Because first of all without society and the people that exist in it there would be no one to advertise to, so both are needed to sell a product or further explain information about a product. Without women to advertise perfume and clothes to, or children to market toys to, or men to sell shaving cream to, where would advertising be?
In society we challenge those who advertise to tell us what we want and/or need. When we, as people make certain things issues they get talked about. We ask questions, which are sometimes unspoken or aren't formally expressed but they are there. Like when the winter season hits and girls are wondering what coat will be more fashionable, or when children are told to make Christmas lists, they want the commercial aside from their own thoughts, to tell them to get this new coat or toy. http://www.leaonline.com/doi/abs/10.1207/s15506878jobem4403_7?cookieSet=1&journalCode=jobem
The general public is influenced by the media a great deal and to a certain extent advertising makes people want what is out there and it shows us what is out there. Society challenges advertising to a degree because it makes the people who put out the advertisements think about and try to please society and what is going on in it. If advertising didn’t please some percent of the general public then it is not doing its job.
In society we challenge those who advertise to tell us what we want and/or need. When we, as people make certain things issues they get talked about. We ask questions, which are sometimes unspoken or aren't formally expressed but they are there. Like when the winter season hits and girls are wondering what coat will be more fashionable, or when children are told to make Christmas lists, they want the commercial aside from their own thoughts, to tell them to get this new coat or toy. http://www.leaonline.com/doi/abs/10.1207/s15506878jobem4403_7?cookieSet=1&journalCode=jobem
The general public is influenced by the media a great deal and to a certain extent advertising makes people want what is out there and it shows us what is out there. Society challenges advertising to a degree because it makes the people who put out the advertisements think about and try to please society and what is going on in it. If advertising didn’t please some percent of the general public then it is not doing its job.
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