Task 1: Research Portfolio
Learning Outcome 1 (U20): Know how existing advertising campaigns embed advertisements across a range of media products (P1, M1)
Learning Outcome 1 (U24): Understand the products that are produced within and across media industries (P1)
There are a range of different media products within the advertising that can be used for different businesses to help promote what they're selling, and make use of cross-media.
- Social media
- Posters
- Billboards
- Radio ads
- Video ads
- Flyers
- Magazine ads
- Newspaper ads
There is a big change in how brands are marketed as we spend more time on our mobiles, tablets and laptops. Brands have to find ways to connect with customers through all these devices in real time and create campaigns that work across social media, display advertising and e-commerce.
Our choice of media:
We have decided that for this campaign we will create a magazine ad, billboard and video ad. This is because they differ from each other quite a lot. For example, newspaper ads can be very similar to magazine and poster ads and so we have decided that as a group it would be a lot more beneficial to use three completely different types of advertisement. Billboards are a lot larger than magazine ads and are often presented in a landscape format whereas magazine ads are in portrait format. We will then make the video ad that will advertise the product in a completely different way by providing more of a storyline to the idea of strawberry laces and so on.
- How products are adapted across media platforms
It is first important to identify the channels that your target audience is most likely to use and should revolve around how they reach, engage and influence consumers. It is important to adapt your advert to each platform. For example, if there is a static newspaper advert showing a product this would not work as well on social media where you are able to create something more dynamic like a video, animation or competition involving the consumer themselves.
- How is a brand created across different products and platforms
Creating a brand is about first having a powerful identity. It is different from a logo and is an essential way to differentiate yourself from others products. It is then just as important to look at who your target audience is before you can create this brand across different media platforms. Communicate across all social media platforms to show consumers you are interested in their opinions. Use print to send newsletters that talk about how you’re helping customers achieve new features that make life easier. When building your website, make it an extension of your brand by encouraging consumers to engage with you and the product.
Use podcasts and blogs which will grow your presence in a positive way.
- How do they engage different target audiences
Speak directly to your target audience and develop a voice for your brand that shows customers why they should continue to associate with your brand. It is also important to offer something valuable to the audience that is unique and engaging. Perhaps something that offers exclusivity. Understand and empathise with your audience so they develop a trust and always be truthful. It is important to establish and maintain credibility. A good way to engage target audiences is to offer a way they can provide you with feedback. It is a good way for them to connect with you and you with them.It also establishes trust.
P1 (U20): Describe an existing media advertising campaign:
- Image - 743 × 496 - campaignlive.co.uk
Nike's iconic “Just Do It” slogan was described as one of the best taglines of the 20th century.
The slogan was pitched by advertising executive Dan Wieden who admitted in a recent interview that it was actually inspired by Utah killer Gary Gilmore, who was sentenced to death in 1977 for robbing and murdering two men. The convicted murderer reportedly said “let’s do this” as he faced a firing squad.
Launched in 1988, the Nike “Just Do It” campaign featured professional and amateur athletes talking about their accomplishments and how they feel as they exercise. One of the first television adverts of the campaign featured a video of 80-year-old marathoner Walt Stack who explains to viewers how he runs 17 miles every morning. An advert such as tis will cause views to think to themselves “if he can do it then why can’t I?”
This campaign explores deep into the core values and theme behind what Nike do. The aims and objectives include the following:
Aims and Objectives
One of the campaign's objectives was to target all Americans regardless of how old they were, what their age and regardless of their physical fitness level. The pictures below show the campaign using amazing shots of people with disabilities, however it is a positive message.
This eventually led to Nike becoming worn as a fashion statement, as well as for fitness wear. Nike’s main objective was to represent their trainers and clothing as a fashion statement to consumers, especially females, teens and males aged 18-20. Image:
Many people in America were unfit and obese, so Nike wanted to advertise in a motivational way, and it seemed to be effective in that very way. This is because as a well respected sports brand, if people can receive a form of encouragement from them to get out and just try something exciting and different for once, then it will make them happy and they will be able to turn their life around. For the ones that are already sporty, it was effective in such way that they want to buy Nikes products to compete in these sporty activities. The campaign originally featured professional and amateur athletes talking about their accomplishments and emotions they feel as they exercise, which was used to communicate to the target audience on an emotional level, making them feel like they could be the next big athlete with enhanced training using the products available to them at Nike.
They also wanted to generate feedback on their products, meaning it will help them to decide on what they continue to produce. The final aim was to actually generate revenue into the company, because without that, there is no reason to even start a campaign in the first place.
They chose these aims in order for the campaign to have a large impact on the reputation of Nike and to effect their success as well as increase the brand awareness of the company. Brand awareness is very important to any business because it helps them to achieve more customers and make a name for themselves.
Choice Of Media
Since it's launch in 1988 with a TV advert showing Walt Stack at 80 years old running across the Golden Gate Bridge, Nike have moved forward with the times as those type of adverts cannot reach an audience in the same way. Back then an advert would of been shown across hundreds of TV channels in the US and consumers would see this on a daily basis.
Today, we are living in a world of constantly expanding digital, mobile and shareable media that has turned us as the consumer into our own media channel with anything that captures our interest being shared on twitter and Instagram on a minute by minute basis, the consumers are becoming their own distribution channel.
Nike have about 7.9 million Twitter followers and they tweet at least once a week. Their content is always showing videos or stories that help to define their brand.
Nike currently use a large range of media platforms to promote their products on such as through social media sites including Facebook, Twitter and Instagram in which their message can be promoted. This is important for them to use, because social media and online advertising has been growing in popularity in this century and so there are more and more people who have access to different businesses promotional material. Especially large companies like Nike.
They also use billboards, posters, and magazine adverts to promote themselves and their products because these methods of advertisement are important to get the message across to all different people, whether that be people travelling or driving down a high street, they all stand a chance of seeing the advertisement and wanting to find out more.
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Target audience
The audience for this campaign was Teenagers and Young adults who want to enhance their sporting ability, especially those who are in quite bad shape and so on. This target audience is especially important because it helped Nike appeal to a large number of people who like sport and to give them belief in order to stay fit whilst wearing the brand. Furthermore, they primarily target males, but Nike has changed and become more appealing to females over the years. This has further been expanded to all ages especially now the the brand is being work as a fashion statement it appeals to a much wider audience. Ref:
Key Message
Nikes key message for the "Just Do It" campaign was to show the reliability of their products, and show how they help to enhance performance. This message was communicated through the emotions and thoughts associated with "Just Do It", because many people believed that using Nike's products was helpful to their fitness. This would mean there would be more positivity about the brand, and it would be associated with good thoughts as well as going out of your comfort zone to try something that you may not have done before.
Approach
The campaign began in 1988 so there wasn't many methods of trying to gain more attention to the brand, however with the slogan still standing today, it has become quite iconic and helped make the business big. Nike are the sponsor of many football teams kits, so celebrity endorsement is used by showcasing some of the players on their shop windows or in adverts. They also had athletes such as Ronaldinho, Wayne Rooney, Michael Jordan, Kobe Bryant, Roger Federer and Rafael Nadal used in their advertisements.
Pictures below show commercial with Michael Jordan, Rafael Nadal and Kobe Bryant.
Ref:1440 × 900 - cyber03.deviantart.com
564 × 860 - pinterest.com
Representation
At first it seemed that this campaign was more representative of Male athletes in competitive sports, but soon enough Nike realised that if they target more of a mainstream athletic market in America, then it will be a much more successful campaign, so today the "Just Do It" campaign is more representative of anyone that wants to compete in sports, whether thats for fun or professionally.
Campaign Logistics
The target audience accessed this message through a range of different ways, on different media platforms such as through Tv adverts and print based adverts. In terms of timing, the campaign is actually still going meaning that it was not around at a certain time and then vanished.
Many people had a positive reaction to the campaign on the whole, because it was motivating, and the slogan still stands to this day.
The main call that Nike were asking for was for all people that had thoughts on improving their fitness and competing in sport, to use Nikes products as it will help them to enhance their performance. So they wanted people to take their message and make a positive impact on their lives based on it.
Call to action:
Call to action for any campaign should be strong, and persuasive to get your target audience to act now and buy the products. Without this in place it could mean that your target audience can go elsewhere.
The call to action for this campaign is about getting people to start working on improving their lives as soon as possible. Their slogan "Just Do It" is really a call to action in itself. They want people to get up and go. For example, using the gym or going for runs. They are encouraging you to essentially go straight to Nike and buy their products that can provide you with a more enjoyable experience of training, whilst enhancing it at the same time.
Images show some of the campaign bottles
Ref: 307 × 172 - coca-cola.co.uk
598 × 336 - coca-cola.co.uk
In 2013 and 14, Coca Cola scrapped the normal labels on their bottles of Coke, and printed your name, so you could Share a Coke with the people who matter to you most.
Coca Cola selected the UK’s most popular names and printed them on their labels and made even more available online. It quickly became one of their most successful marketing campaigns. Many people picked up different versions of the personalised bottles and cans and used them to create and share stories, selfies and special moments directly with Coke through school media.
Coke wanted to tap into the constantly changing environment and created a campaign that would encourage people to connect with the brand both on and offline. That will then help to create hype through word of mouth and social media.
Images show examples of how the campaign was used to bring people together on social media
Ref:
288 × 300 - isys6621.com
Aims and Objectives
What this did was encouraged lots of people to actually go out and search for a bottle with their name on it, because it was an exciting and entertaining thing to do. So Cokes aim was essentially to try and generate sales, and the way they did this was by targeting a vast range of individuals. When someone sees a famous drink with their name labelled on it, they feel like it is personal to them and will want to buy it. Furthermore, it was initially trialled in Australia when it was the summer period there and thus thought they could increase sales from this.
They also wanted to capitalise on the global trend of self-expression and sharing. This would help bring more positivity into the brand. This would also help them engage with customers because it is a form of talking to them through their products. As well as this, brand awareness is a very important aspect of campaigning for Coca Cola.
Choice of media:
Similar to Nike, Coca Cola advertised themselves through a range of platforms such as social media which is important for one of the largest drinks companies in the world, especially with them because the campaign was all about togetherness and social platforms such as Twitter is a great place to be able to do that because lots of people can interact, and the use of hashtags helps that.
They also promoted themselves using billboards, video adverts and posters. This was important because it helps the target to essentially have the message put across to them well which is about spreading positivity and being with friends. The video ad helps to encourage the target market to want to go and pay for the products.
Video ad:
https://www.youtube.com/watch?v=5-ahnFYzMp8
Target audience
Coca Cola's core target audience are the youth, and primarily millennials were the main age group of people of whom the campaign aimed to capture. The way that they did this was through social media engagement. Social media is often used by the youth and thus this was a great method of getting them to engage and show their thoughts on the campaign. There was a hashtag used which was #ShareACoke, and people that found their name could show it on social media using this hashtag. This gave many of the youth the chance to connect through this campaign, and encouraged others to go out and find their own name. The reason that they targeted the youth is because many older people had known about Coca Cola for a lot longer, it was not a special brand to them, and they therefore needed to target new groups of people, which is why they wanted to aim what they were doing at millennials. Additionally, the use of social media meant that the brand was shared across more online, increasing their brand awareness.
As you can see from the picture below, the use of QR codes were introduced to allow people to download and share songs from the year that was printed on the label
Ref: 615 × 372 - econsultancy.com
Key Message
The key message expressed the idea of consumers being able to self-express themselves and being able to stay in touch with friends. Coca Cola wanted to get this message across that it is important to express yourself in that way, and be proud of your identity. For this reason, creating bottles with different labels on that said "Share a coke with *Name*" or "Share a coke with friends" helped to strengthen the bond between different people and feel better about their identity. They also wanted to strengthen the connection between them and their customers while promoting its own brand name. They had completed their olympics campaign and they needed a way to stay popular amongst the youth.
Approach
Coca Cola's way of gaining attention to their campaign was through the billboards they used on busy streets, as well as having big adverts for it on the sides of buses so that lots of people could access the message. By using this method, it helps to make the brand seem more appealing and will catch the attention of many of the youth.
Coke gained attention with larger style adverts on billboards and bus's
Ref: 600 × 300 - sickchirpse.com
Representation
The campaign was very representative of the youth and not many other age groups. There were not many middle - older aged adults buying these bottles of Coke with their name on it, since it is more exciting and appealing to the younger generation. Within their adv ,.erts for the "Share a coke" campaign, it tends to be images of the youth, if anyone. They choose to do this because it is this age category that the drink appeals to more.
Campaign Logistics
The target audience were able to access this message through a range of different ways. Coca Cola advertised this campaign on a variety of platforms such as television, newspapers and on the side of buses. These modes of distributing the message meant that the campaign spread around quickly, and the popularity of this grew imminently. Customers could access the actual bottles of Coke through buying them in stores, ordering them online or customising them using a kiosk. The more locations that the bottles of coca cola are sold in, the more likely the chances of the campaign becoming successful.
Call to action
The idea was to get their target audience to buy coca cola, enjoy the experience, and then share their memorable moments with their family on social media. They wanted to make sure that the slogan was something simple and easy to understand for the target, so that the message could easily sink into their minds, and it will instantly come to mind when they purchase the brand. "Share a coke" instantly suggests the presence of others and the message is easily communicated through this slogan.
They were successful in their social media awareness through this call of action, because the hashtag was often trending on platforms such as twitter.
Regulatory Bodies - Coca Cola and Nike Campaigns
Advertising Standards Authority - The ASA are the UK’s independent advertising regulator. The ASA makes sure ads across UK media stick to the advertising rules. They will respond to complaints from consumers who feel that they have been misled by an advertising campaign.
The Committee of Advertising Practice - CAP is the sister organisation of the ASA and is responsible for writing the rules that companies should follow when making an advert or building a campaign. The ASA and CAP are committed to regulating in a way that is transparent, proportionate, targeted, evidence-based, consistent and accountable.
Legal and Ethical Issues - Coca Cola and Nike Campaigns
Some example of these issues could be when advertising to children. Encouraging children to develop negative images of themselves, i.e. - an advert showing only slim and beautiful people, or getting children hooked on products that can impede the way they socially develop like with iPads or phones etc. The best way to act ethically in this area is to advertise to parents, not children.
M1 (U20): Evaluate different cross media advertising campaigns for consistency of message
Taking the Share A Coke campaign, which has delivered successfully across all media forms including Television, magazines, radio and all social media platforms.
An example of the message this delivers can be seen in the USA TV advert where a girl visits a local store to buy a coke for her and a friend. She chooses hers and her friends name.
The advert follows the 2 girls as more and more people visit the store to buy cokes with their name on the bottles. The crowd grows and grows showing the positive message of unity, friendship and love. By the end of the advert there are hundreds of people all having a great party with their drinks and music playing.
This is consistent with an online Facebook campaign run by Coca Cola which sticks with the same message of being together, sharing and music.
This was good because it shows unity and being together as a positive message which does translate well across all media pathways as the word of mouth aspect spread quickly. When consumers found friends’ names, they shared a picture on social media. The combination of customization and buzz-worthiness made the campaign successful without needing to spend too much money. This is a success in their eyes. It is clear that all the different types of advertising are part of the same campaign due to the consistency of the pictures of coke bottles and peoples names with the all important tagline share a coke which you can see.
The consistency remained within poster, magazine, and billboard adverts from the share a coke campaign, which is important because the same message needs to be applied across all platforms so that the message can stick a lot easier. The "Share a coke" slogan needs to be seen on all different media forms and so this is what Coke did to ensure that the idea of unity is shown everywhere.
As well this, it created an urge for many Coca Cola fans and even people that don't drink it often to go out and buy it because they wanted to try and find their name on a bottle and so it increased the number of people buying Coca Cola, and the brand awareness. This is because the concept was unique and unheard of before, and so it was being talked about a lot in the media meaning that a lot of people were taking interest in this.
One of the weaknesses is that the campaign will only be of interest for a certain amount of time until it gets boring for customers who are regular purchasers of Coca Cola. This is because, at the beginning it seems like an exciting idea to try and find your name and it makes you go out of your way to get what belongs to you since the drink targets your name individually, but once found, there is no further interest trying to keep finding the one aimed at you, and the enjoyment around the whole concept and it dies down quickly since people will just go back to buying normal bottles and cans of coke.
Another weakness is that not everybody is able to find their name because it would be impossible for Coke to create bottles with almost every name in existence and so only the common names were there available to buy. This left people disappointed because they felt that they couldn't make any use of the campaign and so it affected the ability to generate the most possible customers
There are also web video adverts which are usually seen through websites hence their name, and they work well because people are forced to see them whilst they happen to be looking on a website.
Print:
Print advertisement had initially begun inside newspapers. It is the most traditional method of advertising because newspapers are the oldest form of any publication and many people would read them as it was their only way of finding out information and so advertisers used it to their advantage and created brand awareness through newspaper adverts, however over time print advertisement has become a lot more widespread. We can now create print advertisement in a lot more ways such as through journals, periodicals and magazines. These types of print involve more complex editing software, the use of colour and specialist knowledge and so with modern technology improving this is now possible. These types of adverts are a lot more appealing to view and appreciate.
ref: 197 × 300 - fineartamerica.com
Above are some early newspaper advertisements for Coca Cola where you can see the message was all very much about home and family. You can see from the next, more up to date versions how things have moved on to friends, going out, having fun and all about sharing. Not just sharing the drink but sharing the message on social media.
Ref: 580 × 333 - thisisepjavier.blogspot.com
Audio Visual:
These adverts are one of the best at being able to engage an audience because it contains actors and more of a storyline to maintain their attention. TV adverts are the most common form of this and they have been around for quite a while. Here is an old black and white coca cola advert showing a couple sharing coke.
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They have adapted to become better due to improved editing and knowledge of how to make an effective advert, we now have colour TV's and the use of CGI also comes into play and so there is more you can do to make it interesting.
On Youtube, before most videos, you have to watch at least 5 seconds of an advert in order to precede to the video. It is a very modern concept of showing audio visual adverts because at first they would have only been available to see on TV, but they have adapted to the improving technology which can now be viewed anywhere as people now have telephones, social media and even on the underground as you stand on the moving escalators.
Web and Digital: These kind of adverts are usually viewed by the target audience whilst people are at work, on the train, or flicking through the internet. As they are unlikely to spend as much time watching an advert, these have to be a quick and sharp and really get to the point in a small amount of time. Larger brands would find this easier as even a logo or a slogan will resonate with an audience immediately and they know exactly what the advert is for.
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Lesser known brands will have to adapt their adverts to really make it clear what the product is about and perhaps show one or 2 frames of a product in a striking way. There would not really be much time for a storyline or any length of time. Apps would work in the same way although some companies can pay to have their adverts shown within mobile games such as Candy Crush. There are times you have to watch an entire advert before you are able to move onto the next stage of the game.
Games: A new Unity report called, “In-Game Advertising the Right Way: Monetize, Engage, Retain” recently indicated that it is not true that mobile gamers do not like in app rewarded video ads. In fact, according to the report, rewarded video ads are well on their way to becoming the new monetization norm. gamers come to expect these to have to watch them in order to unlock certain levels in the game. They are currently the biggest money generators with gamers happy to engage with the adverts in order to receive an in-game reward.
ref: 1308 × 746 - mediagame.eu
Animation: Brands love to express their individuality and be unique. One of the better ways to do that is to create something that’s never been seen before and strike a chord with audiences. Animation can help create this individuality. Animation and 3-D advertising can also push boundaries of what’s achievable in the real world and truly mesmerize the audiences. Advertisers can creat something that would be impossible to do in the real world and gives a viewer something to watch that is beyond the realms of reality. characters could take on the role of a brand’s spokesperson/mascot for a series of ad campaigns. These type of adverts can also be adapted across all media and can be just as effective on a mobile phone as on a huge billboard.
ref:638 × 479 - slideshare.net
638 × 479 - slideshare.net
The above photos show the use of minions animated characters to advertise across all platforms such as radio, billboard and television
Audio: Advertisers can use audio to make their promotional products become a lot more engaging and these type of adverts have changed over the years. Successful radio adverts should motivate consumers to take action with powerful words, catchy jingles, and attention-grabbing sound effects. Writers have to ensure they can hold their audience's attention 15, 30, or 60 seconds so that they provide all of the relevant information. In order to achieve this, writers must remain creative.
In conclusion, successful advertising in the digital age has lead to a new way of thinking. Now that consumers are more in control, advertisers have to come up with innovative strategies to keep consumers active and interested in the brands that they are marketing.
Learning Outcome 1 (U24): Understand the products that are produced within and across media industries (P1)
There are a range of different media products within the advertising that can be used for different businesses to help promote what they're selling, and make use of cross-media.- Social media
- Posters
- Billboards
- Radio ads
- Video ads
- Flyers
- Magazine ads
- Newspaper ads
There is a big change in how brands are marketed as we spend more time on our mobiles, tablets and laptops. Brands have to find ways to connect with customers through all these devices in real time and create campaigns that work across social media, display advertising and e-commerce.
Our choice of media:
We have decided that for this campaign we will create a magazine ad, billboard and video ad. This is because they differ from each other quite a lot. For example, newspaper ads can be very similar to magazine and poster ads and so we have decided that as a group it would be a lot more beneficial to use three completely different types of advertisement. Billboards are a lot larger than magazine ads and are often presented in a landscape format whereas magazine ads are in portrait format. We will then make the video ad that will advertise the product in a completely different way by providing more of a storyline to the idea of strawberry laces and so on.
- How products are adapted across media platforms
It is first important to identify the channels that your target audience is most likely to use and should revolve around how they reach, engage and influence consumers. It is important to adapt your advert to each platform. For example, if there is a static newspaper advert showing a product this would not work as well on social media where you are able to create something more dynamic like a video, animation or competition involving the consumer themselves.
- How is a brand created across different products and platforms
Creating a brand is about first having a powerful identity. It is different from a logo and is an essential way to differentiate yourself from others products. It is then just as important to look at who your target audience is before you can create this brand across different media platforms. Communicate across all social media platforms to show consumers you are interested in their opinions. Use print to send newsletters that talk about how you’re helping customers achieve new features that make life easier. When building your website, make it an extension of your brand by encouraging consumers to engage with you and the product.
Use podcasts and blogs which will grow your presence in a positive way.
- How do they engage different target audiences
Speak directly to your target audience and develop a voice for your brand that shows customers why they should continue to associate with your brand. It is also important to offer something valuable to the audience that is unique and engaging. Perhaps something that offers exclusivity. Understand and empathise with your audience so they develop a trust and always be truthful. It is important to establish and maintain credibility. A good way to engage target audiences is to offer a way they can provide you with feedback. It is a good way for them to connect with you and you with them.It also establishes trust.
P1 (U20): Describe an existing media advertising campaign:
Nike "Just Do It" campaign.
- Image - 743 × 496 - campaignlive.co.uk
Nike's iconic “Just Do It” slogan was described as one of the best taglines of the 20th century.
The slogan was pitched by advertising executive Dan Wieden who admitted in a recent interview that it was actually inspired by Utah killer Gary Gilmore, who was sentenced to death in 1977 for robbing and murdering two men. The convicted murderer reportedly said “let’s do this” as he faced a firing squad.
Launched in 1988, the Nike “Just Do It” campaign featured professional and amateur athletes talking about their accomplishments and how they feel as they exercise. One of the first television adverts of the campaign featured a video of 80-year-old marathoner Walt Stack who explains to viewers how he runs 17 miles every morning. An advert such as tis will cause views to think to themselves “if he can do it then why can’t I?”
This campaign explores deep into the core values and theme behind what Nike do. The aims and objectives include the following:
Aims and Objectives
One of the campaign's objectives was to target all Americans regardless of how old they were, what their age and regardless of their physical fitness level. The pictures below show the campaign using amazing shots of people with disabilities, however it is a positive message.
This eventually led to Nike becoming worn as a fashion statement, as well as for fitness wear. Nike’s main objective was to represent their trainers and clothing as a fashion statement to consumers, especially females, teens and males aged 18-20. Image:
 |
| Nike showing how their products could become a fashion statement. Ref: 675 × 380 - lightbearers.org |
Many people in America were unfit and obese, so Nike wanted to advertise in a motivational way, and it seemed to be effective in that very way. This is because as a well respected sports brand, if people can receive a form of encouragement from them to get out and just try something exciting and different for once, then it will make them happy and they will be able to turn their life around. For the ones that are already sporty, it was effective in such way that they want to buy Nikes products to compete in these sporty activities. The campaign originally featured professional and amateur athletes talking about their accomplishments and emotions they feel as they exercise, which was used to communicate to the target audience on an emotional level, making them feel like they could be the next big athlete with enhanced training using the products available to them at Nike.
They also wanted to generate feedback on their products, meaning it will help them to decide on what they continue to produce. The final aim was to actually generate revenue into the company, because without that, there is no reason to even start a campaign in the first place.
They chose these aims in order for the campaign to have a large impact on the reputation of Nike and to effect their success as well as increase the brand awareness of the company. Brand awareness is very important to any business because it helps them to achieve more customers and make a name for themselves.
Choice Of Media
Since it's launch in 1988 with a TV advert showing Walt Stack at 80 years old running across the Golden Gate Bridge, Nike have moved forward with the times as those type of adverts cannot reach an audience in the same way. Back then an advert would of been shown across hundreds of TV channels in the US and consumers would see this on a daily basis.
Today, we are living in a world of constantly expanding digital, mobile and shareable media that has turned us as the consumer into our own media channel with anything that captures our interest being shared on twitter and Instagram on a minute by minute basis, the consumers are becoming their own distribution channel.
Nike have about 7.9 million Twitter followers and they tweet at least once a week. Their content is always showing videos or stories that help to define their brand.
Nike currently use a large range of media platforms to promote their products on such as through social media sites including Facebook, Twitter and Instagram in which their message can be promoted. This is important for them to use, because social media and online advertising has been growing in popularity in this century and so there are more and more people who have access to different businesses promotional material. Especially large companies like Nike.
They also use billboards, posters, and magazine adverts to promote themselves and their products because these methods of advertisement are important to get the message across to all different people, whether that be people travelling or driving down a high street, they all stand a chance of seeing the advertisement and wanting to find out more.
Ref: 2448 × 3264 - pinterest.com
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Target audience
The campaign was for a target audience of females, teens and males
aged 18–40 but during the last 30 years it has cut across all age barriers with it's success making consumers believe they really can acheive anything by wearing their products.
The audience for this campaign was Teenagers and Young adults who want to enhance their sporting ability, especially those who are in quite bad shape and so on. This target audience is especially important because it helped Nike appeal to a large number of people who like sport and to give them belief in order to stay fit whilst wearing the brand. Furthermore, they primarily target males, but Nike has changed and become more appealing to females over the years. This has further been expanded to all ages especially now the the brand is being work as a fashion statement it appeals to a much wider audience. Ref:
 |
| Celebrity endorsement with Zak Efron wearing the slogan |
Key Message
Nikes key message for the "Just Do It" campaign was to show the reliability of their products, and show how they help to enhance performance. This message was communicated through the emotions and thoughts associated with "Just Do It", because many people believed that using Nike's products was helpful to their fitness. This would mean there would be more positivity about the brand, and it would be associated with good thoughts as well as going out of your comfort zone to try something that you may not have done before.
Approach
The campaign began in 1988 so there wasn't many methods of trying to gain more attention to the brand, however with the slogan still standing today, it has become quite iconic and helped make the business big. Nike are the sponsor of many football teams kits, so celebrity endorsement is used by showcasing some of the players on their shop windows or in adverts. They also had athletes such as Ronaldinho, Wayne Rooney, Michael Jordan, Kobe Bryant, Roger Federer and Rafael Nadal used in their advertisements.
Pictures below show commercial with Michael Jordan, Rafael Nadal and Kobe Bryant.
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Representation
At first it seemed that this campaign was more representative of Male athletes in competitive sports, but soon enough Nike realised that if they target more of a mainstream athletic market in America, then it will be a much more successful campaign, so today the "Just Do It" campaign is more representative of anyone that wants to compete in sports, whether thats for fun or professionally.
Campaign Logistics
The target audience accessed this message through a range of different ways, on different media platforms such as through Tv adverts and print based adverts. In terms of timing, the campaign is actually still going meaning that it was not around at a certain time and then vanished.
Many people had a positive reaction to the campaign on the whole, because it was motivating, and the slogan still stands to this day.
The main call that Nike were asking for was for all people that had thoughts on improving their fitness and competing in sport, to use Nikes products as it will help them to enhance their performance. So they wanted people to take their message and make a positive impact on their lives based on it.
Call to action:
Call to action for any campaign should be strong, and persuasive to get your target audience to act now and buy the products. Without this in place it could mean that your target audience can go elsewhere.
The call to action for this campaign is about getting people to start working on improving their lives as soon as possible. Their slogan "Just Do It" is really a call to action in itself. They want people to get up and go. For example, using the gym or going for runs. They are encouraging you to essentially go straight to Nike and buy their products that can provide you with a more enjoyable experience of training, whilst enhancing it at the same time.
Share a coke campaign
Images show some of the campaign bottles
Ref: 307 × 172 - coca-cola.co.uk
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In 2013 and 14, Coca Cola scrapped the normal labels on their bottles of Coke, and printed your name, so you could Share a Coke with the people who matter to you most.
Coca Cola selected the UK’s most popular names and printed them on their labels and made even more available online. It quickly became one of their most successful marketing campaigns. Many people picked up different versions of the personalised bottles and cans and used them to create and share stories, selfies and special moments directly with Coke through school media.
Coke wanted to tap into the constantly changing environment and created a campaign that would encourage people to connect with the brand both on and offline. That will then help to create hype through word of mouth and social media.
Images show examples of how the campaign was used to bring people together on social media
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Aims and Objectives
What this did was encouraged lots of people to actually go out and search for a bottle with their name on it, because it was an exciting and entertaining thing to do. So Cokes aim was essentially to try and generate sales, and the way they did this was by targeting a vast range of individuals. When someone sees a famous drink with their name labelled on it, they feel like it is personal to them and will want to buy it. Furthermore, it was initially trialled in Australia when it was the summer period there and thus thought they could increase sales from this.
They also wanted to capitalise on the global trend of self-expression and sharing. This would help bring more positivity into the brand. This would also help them engage with customers because it is a form of talking to them through their products. As well as this, brand awareness is a very important aspect of campaigning for Coca Cola.
Choice of media:
Similar to Nike, Coca Cola advertised themselves through a range of platforms such as social media which is important for one of the largest drinks companies in the world, especially with them because the campaign was all about togetherness and social platforms such as Twitter is a great place to be able to do that because lots of people can interact, and the use of hashtags helps that.
They also promoted themselves using billboards, video adverts and posters. This was important because it helps the target to essentially have the message put across to them well which is about spreading positivity and being with friends. The video ad helps to encourage the target market to want to go and pay for the products.
Video ad:
https://www.youtube.com/watch?v=5-ahnFYzMp8
Target audience
Coca Cola's core target audience are the youth, and primarily millennials were the main age group of people of whom the campaign aimed to capture. The way that they did this was through social media engagement. Social media is often used by the youth and thus this was a great method of getting them to engage and show their thoughts on the campaign. There was a hashtag used which was #ShareACoke, and people that found their name could show it on social media using this hashtag. This gave many of the youth the chance to connect through this campaign, and encouraged others to go out and find their own name. The reason that they targeted the youth is because many older people had known about Coca Cola for a lot longer, it was not a special brand to them, and they therefore needed to target new groups of people, which is why they wanted to aim what they were doing at millennials. Additionally, the use of social media meant that the brand was shared across more online, increasing their brand awareness.
As you can see from the picture below, the use of QR codes were introduced to allow people to download and share songs from the year that was printed on the label
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Key Message
The key message expressed the idea of consumers being able to self-express themselves and being able to stay in touch with friends. Coca Cola wanted to get this message across that it is important to express yourself in that way, and be proud of your identity. For this reason, creating bottles with different labels on that said "Share a coke with *Name*" or "Share a coke with friends" helped to strengthen the bond between different people and feel better about their identity. They also wanted to strengthen the connection between them and their customers while promoting its own brand name. They had completed their olympics campaign and they needed a way to stay popular amongst the youth.
Approach
Coca Cola's way of gaining attention to their campaign was through the billboards they used on busy streets, as well as having big adverts for it on the sides of buses so that lots of people could access the message. By using this method, it helps to make the brand seem more appealing and will catch the attention of many of the youth.
Coke gained attention with larger style adverts on billboards and bus's
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Representation
The campaign was very representative of the youth and not many other age groups. There were not many middle - older aged adults buying these bottles of Coke with their name on it, since it is more exciting and appealing to the younger generation. Within their adv ,.erts for the "Share a coke" campaign, it tends to be images of the youth, if anyone. They choose to do this because it is this age category that the drink appeals to more.
Campaign Logistics
The target audience were able to access this message through a range of different ways. Coca Cola advertised this campaign on a variety of platforms such as television, newspapers and on the side of buses. These modes of distributing the message meant that the campaign spread around quickly, and the popularity of this grew imminently. Customers could access the actual bottles of Coke through buying them in stores, ordering them online or customising them using a kiosk. The more locations that the bottles of coca cola are sold in, the more likely the chances of the campaign becoming successful.
Call to action
The idea was to get their target audience to buy coca cola, enjoy the experience, and then share their memorable moments with their family on social media. They wanted to make sure that the slogan was something simple and easy to understand for the target, so that the message could easily sink into their minds, and it will instantly come to mind when they purchase the brand. "Share a coke" instantly suggests the presence of others and the message is easily communicated through this slogan.
They were successful in their social media awareness through this call of action, because the hashtag was often trending on platforms such as twitter.
Regulatory Bodies - Coca Cola and Nike Campaigns
Advertising Standards Authority - The ASA are the UK’s independent advertising regulator. The ASA makes sure ads across UK media stick to the advertising rules. They will respond to complaints from consumers who feel that they have been misled by an advertising campaign.
The Committee of Advertising Practice - CAP is the sister organisation of the ASA and is responsible for writing the rules that companies should follow when making an advert or building a campaign. The ASA and CAP are committed to regulating in a way that is transparent, proportionate, targeted, evidence-based, consistent and accountable.
Legal and Ethical Issues - Coca Cola and Nike Campaigns
Some example of these issues could be when advertising to children. Encouraging children to develop negative images of themselves, i.e. - an advert showing only slim and beautiful people, or getting children hooked on products that can impede the way they socially develop like with iPads or phones etc. The best way to act ethically in this area is to advertise to parents, not children.
M1 (U20): Evaluate different cross media advertising campaigns for consistency of message
Taking the Share A Coke campaign, which has delivered successfully across all media forms including Television, magazines, radio and all social media platforms.
An example of the message this delivers can be seen in the USA TV advert where a girl visits a local store to buy a coke for her and a friend. She chooses hers and her friends name.
The advert follows the 2 girls as more and more people visit the store to buy cokes with their name on the bottles. The crowd grows and grows showing the positive message of unity, friendship and love. By the end of the advert there are hundreds of people all having a great party with their drinks and music playing.
This is consistent with an online Facebook campaign run by Coca Cola which sticks with the same message of being together, sharing and music.
This was good because it shows unity and being together as a positive message which does translate well across all media pathways as the word of mouth aspect spread quickly. When consumers found friends’ names, they shared a picture on social media. The combination of customization and buzz-worthiness made the campaign successful without needing to spend too much money. This is a success in their eyes. It is clear that all the different types of advertising are part of the same campaign due to the consistency of the pictures of coke bottles and peoples names with the all important tagline share a coke which you can see.The consistency remained within poster, magazine, and billboard adverts from the share a coke campaign, which is important because the same message needs to be applied across all platforms so that the message can stick a lot easier. The "Share a coke" slogan needs to be seen on all different media forms and so this is what Coke did to ensure that the idea of unity is shown everywhere.
As well this, it created an urge for many Coca Cola fans and even people that don't drink it often to go out and buy it because they wanted to try and find their name on a bottle and so it increased the number of people buying Coca Cola, and the brand awareness. This is because the concept was unique and unheard of before, and so it was being talked about a lot in the media meaning that a lot of people were taking interest in this.
One of the weaknesses is that the campaign will only be of interest for a certain amount of time until it gets boring for customers who are regular purchasers of Coca Cola. This is because, at the beginning it seems like an exciting idea to try and find your name and it makes you go out of your way to get what belongs to you since the drink targets your name individually, but once found, there is no further interest trying to keep finding the one aimed at you, and the enjoyment around the whole concept and it dies down quickly since people will just go back to buying normal bottles and cans of coke. Another weakness is that not everybody is able to find their name because it would be impossible for Coke to create bottles with almost every name in existence and so only the common names were there available to buy. This left people disappointed because they felt that they couldn't make any use of the campaign and so it affected the ability to generate the most possible customers
Ref: 598 × 336 - coca-colacompany.com
One of the other the campaigns that can be talked about for consistency of message is the Nike "just do it" campaign. Their goal is to create a passion for people to do anything they want, and achieve anything they want. As a result, they make video adverts that promote this form of encouragement. The video is called 'Nike Unlimited You'.
https://www.youtube.com/watch?v=3jdAaE6heLA
In this video we see many people competing in different sports with the narrator claiming that they will be the best at that sport with the actual person doubting them, and so it shows that Nike are aiming to tell their audiences that they can achieve anything even if they doubt themselves, and that there are endless possibilities when you believe in yourself, but they want the audience to understand the message that you need to use Nikes products to help enhance your performance.
They were able to keep the message of testing your ability and breaking out of your comfort zone through their social media campaigns as well as through billboards and magazine adverts. We can see below that the billboard shows what seems to be a man celebrating his tough efforts to win or achieve something, and it shows that this determination and achievement can be enhanced by Nike and their products.
It links well with the video advert because of the idea of getting to the highest level with Nike and by just doing it, you can reach your full potential. We can see what looks like blood on his shirt suggesting that no matter what he has been through to be the best, he believed in himself. This campaign as a result was great at getting people to go out and make their lives better and this is exactly what Nike wanted from it, ensuring that people believe in themselves. The message this gave them was that they need Nike products to achieve this. Essentially, if they want to start running every day due to their motivation from the promotion, then the first product they will think of buying as a result of seeing the adverts would be a pair of nike trainers, to help their performance.
It was important for the "Just do it" slogan to be seen everywhere and Nike wanted this to be what was first associated with them. They wanted customers to instantly think of hard work and determination when the word "Nike" is thought about, and so they had to find ways of ensuring that their slogan is found everywhere on all pieces of promotion to keep that consistency.
P1 (U24) Describe the media products for the advertising industry, including an assessment of the way in which products are adapted, and institutions create brands and cross-media products across platforms to engage audiences
One of the other the campaigns that can be talked about for consistency of message is the Nike "just do it" campaign. Their goal is to create a passion for people to do anything they want, and achieve anything they want. As a result, they make video adverts that promote this form of encouragement. The video is called 'Nike Unlimited You'.
https://www.youtube.com/watch?v=3jdAaE6heLA
In this video we see many people competing in different sports with the narrator claiming that they will be the best at that sport with the actual person doubting them, and so it shows that Nike are aiming to tell their audiences that they can achieve anything even if they doubt themselves, and that there are endless possibilities when you believe in yourself, but they want the audience to understand the message that you need to use Nikes products to help enhance your performance.
They were able to keep the message of testing your ability and breaking out of your comfort zone through their social media campaigns as well as through billboards and magazine adverts. We can see below that the billboard shows what seems to be a man celebrating his tough efforts to win or achieve something, and it shows that this determination and achievement can be enhanced by Nike and their products.
It links well with the video advert because of the idea of getting to the highest level with Nike and by just doing it, you can reach your full potential. We can see what looks like blood on his shirt suggesting that no matter what he has been through to be the best, he believed in himself. This campaign as a result was great at getting people to go out and make their lives better and this is exactly what Nike wanted from it, ensuring that people believe in themselves. The message this gave them was that they need Nike products to achieve this. Essentially, if they want to start running every day due to their motivation from the promotion, then the first product they will think of buying as a result of seeing the adverts would be a pair of nike trainers, to help their performance.
It was important for the "Just do it" slogan to be seen everywhere and Nike wanted this to be what was first associated with them. They wanted customers to instantly think of hard work and determination when the word "Nike" is thought about, and so they had to find ways of ensuring that their slogan is found everywhere on all pieces of promotion to keep that consistency.
P1 (U24) Describe the media products for the advertising industry, including an assessment of the way in which products are adapted, and institutions create brands and cross-media products across platforms to engage audiences
There are many media products that have been adapted over time in order to keep up with the changing technology and quality of advertisement.
There are also web video adverts which are usually seen through websites hence their name, and they work well because people are forced to see them whilst they happen to be looking on a website. Print:
Print advertisement had initially begun inside newspapers. It is the most traditional method of advertising because newspapers are the oldest form of any publication and many people would read them as it was their only way of finding out information and so advertisers used it to their advantage and created brand awareness through newspaper adverts, however over time print advertisement has become a lot more widespread. We can now create print advertisement in a lot more ways such as through journals, periodicals and magazines. These types of print involve more complex editing software, the use of colour and specialist knowledge and so with modern technology improving this is now possible. These types of adverts are a lot more appealing to view and appreciate.
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Above are some early newspaper advertisements for Coca Cola where you can see the message was all very much about home and family. You can see from the next, more up to date versions how things have moved on to friends, going out, having fun and all about sharing. Not just sharing the drink but sharing the message on social media.
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Audio Visual:
These adverts are one of the best at being able to engage an audience because it contains actors and more of a storyline to maintain their attention. TV adverts are the most common form of this and they have been around for quite a while. Here is an old black and white coca cola advert showing a couple sharing coke.
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| This was from a 1950s Coca Cola 50s advert |
They have adapted to become better due to improved editing and knowledge of how to make an effective advert, we now have colour TV's and the use of CGI also comes into play and so there is more you can do to make it interesting.
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| The McDonalds Minions drive through adverts shows someone collecting their food from a CGI Minion. ref:1280 × 720 - pinterest.com |
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| Very clever advert to show free wifi at all McDonalds stores |
Lesser known brands will have to adapt their adverts to really make it clear what the product is about and perhaps show one or 2 frames of a product in a striking way. There would not really be much time for a storyline or any length of time. Apps would work in the same way although some companies can pay to have their adverts shown within mobile games such as Candy Crush. There are times you have to watch an entire advert before you are able to move onto the next stage of the game.
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| This Whole Foods advert has to include more information as well as give way vouchers etc. |
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| Basketball video game showing McDonalds advert |
Animation: Brands love to express their individuality and be unique. One of the better ways to do that is to create something that’s never been seen before and strike a chord with audiences. Animation can help create this individuality. Animation and 3-D advertising can also push boundaries of what’s achievable in the real world and truly mesmerize the audiences. Advertisers can creat something that would be impossible to do in the real world and gives a viewer something to watch that is beyond the realms of reality. characters could take on the role of a brand’s spokesperson/mascot for a series of ad campaigns. These type of adverts can also be adapted across all media and can be just as effective on a mobile phone as on a huge billboard.
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638 × 479 - slideshare.net
The above photos show the use of minions animated characters to advertise across all platforms such as radio, billboard and television
Audio: Advertisers can use audio to make their promotional products become a lot more engaging and these type of adverts have changed over the years. Successful radio adverts should motivate consumers to take action with powerful words, catchy jingles, and attention-grabbing sound effects. Writers have to ensure they can hold their audience's attention 15, 30, or 60 seconds so that they provide all of the relevant information. In order to achieve this, writers must remain creative.
In conclusion, successful advertising in the digital age has lead to a new way of thinking. Now that consumers are more in control, advertisers have to come up with innovative strategies to keep consumers active and interested in the brands that they are marketing.
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