What is an advertising campaign?
An advertising campaign is a series of advertisement messages that share a single idea and theme which make up an integrated marketing communication. Advertising campaigns appear in different media across a specific time frame of frequent flyers points.The critical part of making an advertising campaign is determining a campaign theme as it sets the tone for the individual advertisements and other forms of marketing communications that will be used. The campaign theme is the central message that will be communicated in the promotional activities.
( This information have been taken from this website: http://en.wikipedia.org/wiki/Advertising_campaign )
First example.
1) "Coca-Cola - Shake up the Christmas [Commercial 2010]"
What product or service in the commercial trying to sell?
I have decided on advertising a Coca Cola Cristmas advertisement. Each year, since 1997, Coca Cola have been producing a number of campaigns to wish Happy New Year to their customers, give a christmassy filling and advertise their product, of course. The purpose of this campaign is to sell their product which is very famous drink Coca - Cola. I have decided on analyzing one of them.
Product.
"Coca-Cola is a carbonated soft drink sold in stores, restaurants, and vending machines throughout the world. It is produced by The Coca-Cola Company of Atlanta, Georgia, and is often referred to simply as Coke (a registered trademark of The Coca-Cola Company in the United States since March 27, 1944). Originally intended as a patent medicine when it was invented in the late 19th century by John Pemberton, Coca-Cola was bought out by businessman Asa Griggs Candler, whose marketing tactics led Coke to its dominance of the world soft-drink market throughout the 20th century."
( This information have been taken from this website: http://en.wikipedia.org/wiki/Coca-Cola )
Target audience.
A target audience can be formed of people of a certain age group, gender, marital status, etc., e.g. teenagers, females, single people, etc. A combination of factors, e.g. men aged 20–30 is a common target audience. Other groups, although not the main focus, may also be interested. Discovering the appropriate target market and determining the target audience is one of the most important activities in marketing management. Perhaps the biggest mistake it's possible to make in targeting is trying to reach everybody and ending up appealing to no-one.
( this information have been taken from this website: http://en.wikipedia.org/wiki/Target_audience)
This commercial is focused on a mass market as other the years, Coca Cola was proposing the Christmas dinner where everyone in the family drinks " Coke" instead of alcoholic drinks. On the other hand, Coca Cola was a drink not just for a celebration purpose, focused on Cristmas. There are a huge amount of different campaigns, that shows that Coke is a normal drink which could be bought during a normal day.
Who is in the commercial?
In Coca Cola Christmas commercials the main character is of course, is Father Christmas. Every commercial was based on him and his actions other the years as he is the center of Christmas miracle and this amazing filling, which everyone is waiting for.
Originally, Father Christmas was wearing a blue clothes but after a different Coca Cola campaigns, where he was wearing red costume, people forgot about blue look and switch to red. Nowadays, Father of christmas is still remembered as a old man, with a huge beard the red suit.
What objects were in the commercial?
There are a number of main objects that appear on this commercial which are:
- The original bottle of Coca Cola.
- Crystal Ball
- The Father Christmas
- The original Coca Cola Van.
The first shot of this commercial is about the crystal ball with the Bottle of Coke when the actual atmosphere is shown. This shot makes a viewer to realise that the Cristmas is close and the feel this Christmas feel of presents, gifts and celebration. This shot is one of the main part of the whole commercial as the first impression of the advertising is the most important as at this time the view decides on if he want to see that or change the chanel. Therefore, in order to interest the viewer, you need to make the first few seconds interesting in many ways.
The second shot is of a Father of Christmas which is drinking the Coke and looking at the crystal balls around him which represent the different cities in the world which he have to look after. This is shot is important as it tells the viewer that even The Father Christmas is drinking the coke, and after that he had some coke, he has an enthusiasm to make the world a better place.
This extreme close up of a Father Christmas gives a huge impact on the viewer as no one have seen him but there are a huge number of different pictures of him. Therefore, the viewer will be intereseted with the actual look from the Coca Cola. To be successful, they had to make this actor to look as much as it is possibly could be done.
The same shot as the first one. The crystal ball with the Bottle of Coke when the actual atmosphere is shown when the Father Christmas is looking on it. This shot makes viewer feel that the Father Christmas is looking after everyone in the world during this time of the year.
This shot shows that after he had some coke, he is starting to change the way people behave during this type of the year by moving this crystal ball in different directions and to move people around. This shot makes a viewer think that this coke makes people happier which then creates this amazing feeling of Christmas which makes people live.
This shot is about that after the Father Christmas have moved the crystal ball around, the Coca Cola Vans started driving to the local shops to give then the stocks of coke that they have ordered for Christmas. This shot represent the massive company which is world known and has a huge market share which makes people buy it.
Another close up of those Vans there you can actually see the logo of this product, so people will be influenced to go and buy this product for the Christmas and New Year meal. This shot is very influential as the shot shows the vans and the huge company which is loved by a huge veriety of people.
Second example.
2)"Official Coca-Cola "Big Game" Commercial 2015 #MakeItHappy"
What product or service in the commercial trying to sell?
I have decided on advertising a Coca Cola Christmas advertisement. Each year, since 1997, Coca Cola have been producing a number of campaigns to wish Happy New Year to their customers, give a christmassy filling and advertise their product, of course. The purpose of this campaign is to sell their product which is very famous drink Coca - Cola. I have decided on analyzing one of them.
Today, internet is used to insult and offend people with out the reason, which can make someones life not comfortable. Therefore, we need to be responsible for the things we say and do in the internet. In order to remind people to do that, Coca-Cola have created the commercial, that tells and
shows what some people fill and go through while they have been offended in the internet. This is what Coca-Cola have commented about the video they have created:
"The Internet can be used to spread either happiness or hate. To either hurt someone or make someone's day. At the end of the day, it's whatever we make it. Let's #MakeItHappy. Find out how you can make the Internet happier at http://www.GoMakeItHappy.com." ( This information have been taken from the YouTube video: https://www.youtube.com/watch?v=ibgvkXm9Qkc)
In the same time, they have explained what they would like to achieve by creating this video.
This video tell the problems that many people have faced in their lives and they would like to make the world a better place by preventing this
cyberbullying happening. Therefore, they have
created the MakeItHappy project that help people
cyberbullying happening. Therefore, they have
created the MakeItHappy project that help people
to through this hard times.
Product
"Coca-Cola is a carbonated soft drink sold in stores, restaurants, and vending machines throughout the world. It is produced by The Coca-Cola Company of Atlanta, Georgia, and is often referred to simply as Coke (a registered trademark of The Coca-Cola Company in the United States since March 27, 1944). Originally intended as a patent medicine when it was invented in the late 19th century by John Pemberton, Coca-Cola was bought out by businessman Asa Griggs Candler, whose marketing tactics led Coke to its dominance of the world soft-drink market throughout the 20th century."
( This information have been taken from this website: http://en.wikipedia.org/wiki/Coca-Cola )
Target audience.
A target audience can be formed of people of a certain age group, gender, marital status, etc., e.g. teenagers, females, single people, etc. A combination of factors, e.g. men aged 20–30 is a common target audience. Other groups, although not the main focus, may also be interested. Discovering the appropriate target market and determining the target audience is one of the most important activities in marketing management. Perhaps the biggest mistake it's possible to make in targeting is trying to reach everybody and ending up appealing to no-one.
( this information have been taken from this website: http://en.wikipedia.org/wiki/Target_audience)
This commercial is focused on a mass market as other the years, Coca Cola was proposing the Christmas dinner where everyone in the family drinks " Coke" instead of alcoholic drinks. On the other hand, Coca Cola was a drink not just for a celebration purpose, focused on Cristmas. There are a huge amount of different campaigns, that shows that Coke is a normal drink which could be bought during a normal day.
Who is in the commercial?
As I have already mentioned, the main focus of the commercial was focused on the entire internet users, as the problem with cyberbullying have appeared not so long ago but already have become one of the most influential in the modern world. Therefore, Coca-Cola have created a commercial by connecting 2 thinks: this problem and their product. The main idea is to show to people the effect on people with and without coke. The Idea is that when the people drink the product, they forget about the bad things in the internet and they become happier. There are some screen shots of the commercial to explain them in more details.
In this shot, when he have placed the bottle on the shelves, it has fallen and spills on the main wires. But for some magical reason, the coke is not damaging the whole system, but it is making it more light and powerful. Something is the wires are send to a variety of people and this makes 3 lifes better:
First example.
After some magic happens and the program changes as those men are not arguing anymore, but they are laughing. This makes the man more happier and he is enjoying the program.
Second Example.
This is a very dramatic shot as it is showing the woman who is crying. The close up of the shot is showing the deep emotions which is what the editor was trying to achieve.
Third example:
The first shot is showing that the child, probably the pupil, have been abused in the social media which is the most common problem at the moment. Therefore, the commercial is representing this common problem in order to influence people to help, as the program requires more volontiers.
After this problem was shown, Coca-Cola has changed the abusive message to a different one which have made the child smile and happy. This is the great commercial campaign as which tells that this cokes changes the lives of people.
The actual name of the program that they are advertising. As the advertising was done with a very good quality, some people would love to take part and find out more about the actual process. Therefore, Coca-Cola is placing the names right on the end of the commercial to show different products.
Relevant legal and ethical issues.
In order to safe the work that I have been doing, I have done some research on copyright. There are 2 main companies that are looking after the right of the enables composers, recording artists, musicians and other creatives to be recognised and paid for their work. If someone is thinking on using the products that are copyrighted, the owners will have to be informed, reported and paid for the use of that track. Those 2 companies are:
BBFC
The British Board of Film Classification (BBFC), before 1985 known as British Board of Film Censors, is a non-governmental organization, founded by the film industry in 1912 and responsible for the national classification and censorship of films within the United Kingdom.[1] It has a statutory requirement to classify videos, DVDs and, to a lesser extent, some video games under the Video Recordings Act 2010.[2]
Ofcom.
The Office of Communications (Welsh: Y Swyddfa Gyfathrebiadau), commonly known as Ofcom, is the government-approved regulatory and competition authority for the broadcasting, telecommunications and postalindustries of the United Kingdom.
Ofcom has wide-ranging powers across the television, radio, telecoms and postal sectors. It has a statutory duty to represent the interests of citizens and consumers by promoting competition and protecting the public from harmful or offensive material.[2][3] Some of the main areas Ofcom presides over are licensing, research, codes and policies, complaints, competition and protecting the radio spectrum from abuse.
The regulator was initially established by the Office of Communications Act 2002 and received its full authority from the Communications Act 2003.[1]
(This information have been taken from this website: http://en.wikipedia.org/wiki/Ofcom)
Regulatory bodies
A point of complaint? We’ve introduced a limit to the number of points we will formally investigate in most cases.
(This information have been taken from this website: http://asa.org.uk/ )
As my advertising campaign is about sport, I had to follow all the rules for UK's advertising campaign rules in order to satisfy the customer needs and to protect the work I have done.
As I am advertising the product, an energetic drink, I have thought on what the method they use. There are two tactics that they can use.
- Shock tactics
- Persuasive
Shock tactics
Shock advertising or Shockvertising is a type of advertising that "deliberately, rather than inadvertently, startles and offends its audience by violating norms for social values and personal ideals".[1] It is the employment in advertising or public relations of "graphic imagery and blunt slogans to highlight"[2] a public policy issue, goods, or services. Shock advertising is designed principally to break through the advertising “clutter” to capture attention and create buzz, and also to attract an audience to a certain brand or bring awareness to a certain public service issue, health issue, or cause (e.g., urging drivers to use their seatbelts, promoting STD prevention, bringing awareness of racism and other injustices, or discouraging smoking among teens).[3]
This form of advertising is often controversial, disturbing, explicit and crass, and may entail bold and provocative political messages that challenge the public’s conventional understanding of the social order. This form of advertising may not only offend but can also frighten as well, using scare tactics and elements of fear to sell a product or deliver a public service message, making a "high impact." In the advertising business, this combination of frightening, gory and/or offensive advertising material is known as "shockvertising" and is often considered to have been pioneered by Benetton, the Italian clothing retailers which created the line United Colors of Benetton, and its advertisements in the late 1980s (see Benetton below).[4]
(This information have been taken from this website: http://en.wikipedia.org/wiki/Shock_advertising )
Shock tactics are a way of trying to influence people's attitudes to a particular matter by shocking them. This advertising campaign have not use this tactics as it should influence people to buy the product and not to scare them.
Persuasive
Persuasive advertising is a component in an overall advertising strategy that seeks to entice consumers into purchasing specific goods or services, often by appealing to their emotions and general sensibilities. This particular advertising strategy is different frominformative advertising, which essentially provides the customer with hard data about the nature and function of the product. With persuasive advertising, the assumption is that the consumer already understands the basic nature of the product, but needs to be convinced of the desirability and the benefits that set a particular product apart from the competition.
One of the more effective approaches to persuasive advertising is to focus on specific benefits of the product. While those same benefits may also be found with competing products, the idea is to convey that a given product provides that benefit in a way that is hard to find elsewhere. For example, advertising for a given shampoo may note that the product contains ingredients designed to nourish dry hair, leaving the hair shiny and manageable. Even though other products contain similar ingredients, this particular shampoo gains a reputation for being ideal for people with hair that is dry and brittle, and thus attracts a specific sector of consumers.
This information have been taken from this website: http://www.wisegeek.com/what-is-persuasive-advertising.htm )
This advertising campaign have been using this advertising method as we want to sell the product by showing the best values and advantages of drinking this product.
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