Title: You wana fight about it?
Client: The Frame Dames
Length: 30 seconds
Air Dates: December
Ladies and gentleman with children of all ages. Welcome to tonight’s main event, Big Box Vs. Customer service champs, The Frame Dames!
(Rocky? Traditional sounding boxing music)
Leeeets Get Ready To RUUUUMBLEEE!
Starting bell and crowed cheering.
We’re guna take you down Big Box store. We’ve got better quality, friendlier service and an attitude to help, not sell. We can’t be beat.
Ohh what a blow, The Frame Dames land the first Punch.
We sell thousands of frames a day at hundreds of locations. You cant possibly beat us!
Good business is personal, we walk our customers through every step of the way. We may not sell as many frames as you, but our customers are our first priority, not sales.
And another crushing blow from The Frame Dames, they’re really sticking it to the competition tonight.
Aaaaahhhhhhhhh… (defeat sounds)
Well there you have it folk, todays winner, The Frame Dames! With prices service and styles that can’t be beat.
Tuesday, November 29, 2011
Tuesday, November 15, 2011
Radio Ad
Framing artwork and memorabilia used to be such a hassle! Every time I found something I want to frame, I have go to the department store. It takes forever, plus by the time I leave, my wallet is empty, my head is spinning and I have a big ugly frame I didn’t want.
But last week, I went to The Frame Dames on Railroad Street in Saint Johnsbury and it was great! They were so happy to help me find what I was looking for and had more options than I thought possible. Once I told them what I wanted they gave me a free estimate and showed me how easy it is to frame something. With so many choices, plus local art and art supplies The Frame Dames can help you with almost all your art related needs.
But last week, I went to The Frame Dames on Railroad Street in Saint Johnsbury and it was great! They were so happy to help me find what I was looking for and had more options than I thought possible. Once I told them what I wanted they gave me a free estimate and showed me how easy it is to frame something. With so many choices, plus local art and art supplies The Frame Dames can help you with almost all your art related needs.
Ads Then and Now
Coca-Cola
Target Audience: Anyone at all was the target audience for the old ad, it was simply a free glass and the intent was to get you hooked. It works well because, well it’s free. The new ad is playing off comedy as most new ads do. It doesn’t say anything in particular but tells you Coke is cool, refreshing and everyone wants a taste
Unique Benefit: For the old ad, a free soda. For the new one, a depiction of how a cold Coke on a hot day is great.
Creativity Old/New: The old one is rumored to be the first coupon which is huge, a great way to generate interest. The new one is funny, well carried out and subtle. It has just the right balance of all the aspects to make it effective and easy to digest.
Strategies Old/New: The old strategy is to give you a free taste of the product which almost guaranties they would try it. If they like it and purchase more it’s a homerun, but it might not have yielded a return.
Old Ad: http://en.wikipedia.org/wiki/File:19th_century_Coca-Cola_coupon.jpg
New Ad: http://www.toxel.com/wp-content/uploads/2008/08/cocacolaads1.jpg
Gillete
Target Audience: For both ads its men who need to shave.
Unique Benefit: The old ad is all about shaving at home, in three minutes. This was a big deal at the time and probably sold a lot of razors. The new one doesn’t really have a unique benefit; it’s a well-established product line so they can get away with it.
Creativity Old/New: The old ads creativity is in the innovation of the product itself, the ad is dry and mainly text. The new one is playing off of “No-Shave November” and as usual, going for the punch line.
Strategies Old/New: The old ad sells you something new and convenient while the new one try’s to make you associate the company name positively. This is an attempt to passively make you pick them in the shopping aisle.
Old Ad: http://www.bruceonshaving.com/wp-content/uploads/2010/08/Gillette-Advertisement-Think-when-you-shave.jpg
New Ad: http://www.toxel.com/wp-content/uploads/2010/12/cads01.jpg
Ford
Target Audience: The old ad is appealing to anyone looking for a car and value. The range of competitors was small so they had the most power available and that, plus price was a good selling point. The new ad uses the sex appeal of the car and the large amount of power to sell men a sports car.
Unique Benefit: The old one has value and a clear advantage over the competition, more power. The new one is all about power and doesn’t really make any claims about it or why you need it which isn’t very effective.
Creativity Old/New: The old one didn’t really have anything spectacular about it but the picture of the car and the ribbon are eye catching. So if you are looking into a car it will grab your attention, the new one is just basic. It uses good design principles but I don’t find it that engaging.
Strategies Old/New: The old one is based on practicality, good car and good value. It’s geared towards people making an educated choice which is a large demographic. The new one is just selling you a fast car, not telling you anything about it or showing you the whole car so your interest drives you to look for more information on your own. This is what makes it rather ineffective in my opinion.
Old Ad: http://www.ctmhv.com/images/images_museum/ford_model_f_ad.jpg
New Ad: http://cdn.stangnet.com/wp-content/uploads/2010/04/2011_mustang_promo.jpg
(I know this is a screen shot of a video ad but I’ve seen an almost identical poster)
Conclusion:
Ad tactics have taken a much more subversive approach to making a connection with customers. Using mainly comedy and vague but vivid or beautiful art work they grab at emotional ties to un-emotional things. If an add makes you laugh, stop in your tracks or talk about it the next day at work than it is considered successful. Instead of sales figures, companies want staying power and brand identification as their paramount points of customer contact.
This is a big change from the days in which these three companies first started advertising. Ads are now more about the people that they are geared towards than the products themselves.
Target Audience: Anyone at all was the target audience for the old ad, it was simply a free glass and the intent was to get you hooked. It works well because, well it’s free. The new ad is playing off comedy as most new ads do. It doesn’t say anything in particular but tells you Coke is cool, refreshing and everyone wants a taste
Unique Benefit: For the old ad, a free soda. For the new one, a depiction of how a cold Coke on a hot day is great.
Creativity Old/New: The old one is rumored to be the first coupon which is huge, a great way to generate interest. The new one is funny, well carried out and subtle. It has just the right balance of all the aspects to make it effective and easy to digest.
Strategies Old/New: The old strategy is to give you a free taste of the product which almost guaranties they would try it. If they like it and purchase more it’s a homerun, but it might not have yielded a return.
Old Ad: http://en.wikipedia.org/wiki/File:19th_century_Coca-Cola_coupon.jpg
New Ad: http://www.toxel.com/wp-content/uploads/2008/08/cocacolaads1.jpg
Gillete
Target Audience: For both ads its men who need to shave.
Unique Benefit: The old ad is all about shaving at home, in three minutes. This was a big deal at the time and probably sold a lot of razors. The new one doesn’t really have a unique benefit; it’s a well-established product line so they can get away with it.
Creativity Old/New: The old ads creativity is in the innovation of the product itself, the ad is dry and mainly text. The new one is playing off of “No-Shave November” and as usual, going for the punch line.
Strategies Old/New: The old ad sells you something new and convenient while the new one try’s to make you associate the company name positively. This is an attempt to passively make you pick them in the shopping aisle.
Old Ad: http://www.bruceonshaving.com/wp-content/uploads/2010/08/Gillette-Advertisement-Think-when-you-shave.jpg
New Ad: http://www.toxel.com/wp-content/uploads/2010/12/cads01.jpg
Ford
Target Audience: The old ad is appealing to anyone looking for a car and value. The range of competitors was small so they had the most power available and that, plus price was a good selling point. The new ad uses the sex appeal of the car and the large amount of power to sell men a sports car.
Unique Benefit: The old one has value and a clear advantage over the competition, more power. The new one is all about power and doesn’t really make any claims about it or why you need it which isn’t very effective.
Creativity Old/New: The old one didn’t really have anything spectacular about it but the picture of the car and the ribbon are eye catching. So if you are looking into a car it will grab your attention, the new one is just basic. It uses good design principles but I don’t find it that engaging.
Strategies Old/New: The old one is based on practicality, good car and good value. It’s geared towards people making an educated choice which is a large demographic. The new one is just selling you a fast car, not telling you anything about it or showing you the whole car so your interest drives you to look for more information on your own. This is what makes it rather ineffective in my opinion.
Old Ad: http://www.ctmhv.com/images/images_museum/ford_model_f_ad.jpg
New Ad: http://cdn.stangnet.com/wp-content/uploads/2010/04/2011_mustang_promo.jpg
(I know this is a screen shot of a video ad but I’ve seen an almost identical poster)
Conclusion:
Ad tactics have taken a much more subversive approach to making a connection with customers. Using mainly comedy and vague but vivid or beautiful art work they grab at emotional ties to un-emotional things. If an add makes you laugh, stop in your tracks or talk about it the next day at work than it is considered successful. Instead of sales figures, companies want staying power and brand identification as their paramount points of customer contact.
This is a big change from the days in which these three companies first started advertising. Ads are now more about the people that they are geared towards than the products themselves.
Tuesday, November 8, 2011
Art and Copy Notes
I forgot to upload these for last class-
Mary Wells – Making Brandif Airlines a theatrical experience. “You can manufacture any feeling you want.”
Charlie Moss - Salesmen and entertainers in one is a huge benefit, because they know how to connect and can then follow through.
From 70’s to now 1000 adds per day to 5000 viewed in inner cities
Jim Durfee – Find that Kernal of information about something that makes someone interested in it, then express genuine enthusiasm with it and they will buy.
Hal Riney – 1970 Bank commercial to turn old dieing customers into young ones, became a number one song nationally and all they did was reflect peoples lives in a way they could understand.
Lee Clow – Didn’t like how his employer was pushing clients through with mediocre work. Moved to Chiat-Day.
Tommy Hillfiger and George Lois – was horrified when the first add campaign aired “George just turbo charged my business”
Jeff Goodby – Art serving capitalism ( got milk? )
Dan Weiden – “Real risk comes from trying to be authentic.”
All the new techniques introduced in the 1984 apple add are used everyday in advertising now.
The NIKE “Just Do It” is based from a guys last words, that’s pretty incredible.
Mary Wells – Making Brandif Airlines a theatrical experience. “You can manufacture any feeling you want.”
Charlie Moss - Salesmen and entertainers in one is a huge benefit, because they know how to connect and can then follow through.
From 70’s to now 1000 adds per day to 5000 viewed in inner cities
Jim Durfee – Find that Kernal of information about something that makes someone interested in it, then express genuine enthusiasm with it and they will buy.
Hal Riney – 1970 Bank commercial to turn old dieing customers into young ones, became a number one song nationally and all they did was reflect peoples lives in a way they could understand.
Lee Clow – Didn’t like how his employer was pushing clients through with mediocre work. Moved to Chiat-Day.
Tommy Hillfiger and George Lois – was horrified when the first add campaign aired “George just turbo charged my business”
Jeff Goodby – Art serving capitalism ( got milk? )
Dan Weiden – “Real risk comes from trying to be authentic.”
All the new techniques introduced in the 1984 apple add are used everyday in advertising now.
The NIKE “Just Do It” is based from a guys last words, that’s pretty incredible.
Print Add
For My visual I used the Frame Dames sign, I wanted to tie the add to their location because its kind of hard to see. The headline is a play on their name and it brings the customer in with a proposition. The subhead is a broad claim about what can be framed to assert that its not just for paintings and photos. I used my strategic message as the swing line and put it in the body copy, I used my body copy for all the text. I didn't use a zinger and my call to action is also my subhead. The visual (front sign) is as close to a logo as they have, there were no slogans to use so again the subhead can cover it. There are no mandatories that I know of but I included the address, website and hours of operation to try and encourage more business.
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