Who needs sound when print advertising works!

The 4 main types of medias used within marketing communications are Press, Radio, Television, and The Internet.

Over the next few days, I’ll discuss the strengths of each media giving an example of a contemporary campaign. Let’s start with Press, ie. Newspaper and Magazine advertising.

One of the strengths of Press is it’s options of targeting large audiences through national newspapers, geographically targeted audiences through regional or local newspapers, or audiences with with particular interests through specialised magazines. Audiences can reach into millions, so Press can be an effective way to reach a lot of people.

Another benefit to Press advertising is the ability to negotiate rates. Sales people are open to negotiation especially at the publication nears it’s deadline so you have the opportunity to get a great deal!

Results of Press advertising are fast. Today’s newspaper is tomorrow’s fish and chip wrapper so responses tend to come in fast.

A recent example of a successful newspaper marketing campaign is this print ad from IKEA. The ad promotes a child’s cot and was published on St. Valentines Day. It promises a free cot to babies born exactly 9 months from February 14th and is a fun acknowledgement of what romance can lead to.

Are TV shows ‘telling’ a story or ‘selling’ a story?

In September 2011, Irish Television welcomed product placement into our homes and Kenco Coffee were first in line to sign a deal.

TV3 presenters were soon happily sipping coffee throughout their morning chat shows as Kenco’s sponsorship helped to pay for the content of the show.

Kenco’s decision to enter into product placement allowed the brand to reach its consumer in a modern and practical way. I think it’s an ‘ethical’ example of product placement because the coffee brand is appropriate within the context of the discussion show.

It’s win-win for all involved as TV3 receive a cash injection to create the programs they want, while Kenco is seen to support the chat show industry and their brand is perceived in a positive light.

Oreo ask you to choose yet remain loyal

Oreo launched the following advertisement during the first quarter of this years Super Bowl.

Personally, I don’t understand why they feel it necessary to make the consumer choose between the ‘cookie side’ or the ‘cream side’. The feeling of the ad is a bit cheesy in my opinion but it got me thinking about the inspiration behind it.

This advertisement clearly stemmed from their long-running ‘twist, lick, dunk’ campaign which was so effective, it’s engraved in the minds of many and successfully highlighted the various ways people enjoy the humble cookie. This new ad is playing on the ‘twist’ element, asking the consumer to pick their preferred side after they twist the cookie in two but we’re all bright enough to know it doesn’t matter what side you choose as long as you choose Oreo!

The genius of Oreo is that they’ve evolved. Nowadays, Oreo are not just selling a product, they’re selling a philosophy. We are engaging with our Oreos, adding mindfulness to the overall process. We are thinking about our sweet treat more. We are truly tasting the flavours and experiencing the pleasure. We are enjoying our Oreo more. We are getting more value. We are loyal.

Everyone selling a product especially a consumable could learn a thing or two from this progressive company. In a world where everyone is pressed for time, Oreo have got our attention.

Death to the coffee-house. You want Nespresso!

At least that is what the influential chefs are telling us.

It might be old news to some but I was certainly surprised to hear the highly creative pioneering British chef Heston Blumenthal exclusively serves Nespresso coffee in his three Michelin star restaurant The Fat Duck.

Now, I wouldn’t ordinarily blame a restaurant owner for serving Nespresso (from Nescafè). It cuts costs, there is minimal training, and the customer receives consistent coffee every time. But surely a high class restaurant serving top food which can’t be had anywhere else in the world can invest in staff training to produce crafted coffee mirroring their crafted dining experience.

Clearly, business minds think differently…The Fat Duck is just one out of over 15 Michelin-starred restaurants in the UK to serve Nespresso, and this brand of coffee capsule is also served in over 100 Michelin-starred restaurants in France.

Sadly, I feel this marks the end of the skilled barista. In time, we’ll no longer have the choice of a coffee’s country of origin, a choice of coffee bean, and a coffee that took learned skill and effort to prepare.

What do you think? If you we’re paying €250 for a meal, would you expect your brew to be made by a top barista or would you be happy to be guaranteed a consistent cup of mass-marketed coffee?

Celebrity sells… “Yeah right!”

I work in marketing and I’m a fan of Irish International Rugby Player Tommy Bowe so when my husband saw this ad he came running… “You’re gonna love this!”

I know the aim of the ad is to sell more subs and create brand awareness but what the advert really accomplishes is highlighting how the celebrities featured are in fact sports persons and NOT actors! The lines delivered are flat, lack effort and appear ultimately cringeworthy!

If you ask me, the whole campaign reeks of a poor mans Gillette campaign, remember Roger, Tiger, and Thierry?

I can’t help but think, apart from the moolah, what is Tommy Bowe getting from this? As you know he already has a range of footwear bearing his name,  which isn’t just endorsement but ownership. Perhaps his ‘face of Subway’ is part of an overall strategy which will result in a growth of footwear sales as Subway enables him to reach new audiences.

But since I’m a fan… If it’s good enough for Tommy Bowe, it’s good enough for me. I’ll leave my savvy consumer hat at home and venture down to my local Subway, order up a low-fat ham with extra peppers, all the while feeling that I have similar tastes to the star himself!

Now, how about some new trainers for the hubby…

Shockvertising… A necessary method for communicating social issues

Shock advertising has its place as a method for advertising and communicating products, services, or issues and is especially popular amongst public service issues or causes eg. urging drivers not to text, discouraging smoking, and raising money for charity.

Six months ago, the ISPCC released the following hard-hitting and unavoidable example of shock advertising. It is horrifying to hear such vulgar words from an innocent child’s lips and it is this portrayal which is particularly effective at gaining the viewers attention and creating a lasting memory.

Recently only 33% of the Irish voting population turned out to vote on the Children’s referendum regarding the rights of children*. This was a very poor turnout and suggests that shock advertising is the perfect mechanism for this social issue which, as the figures suggest, is not prevalent in the mindset of the average Irish adult.

What do you think of the ISPCC video? Were you startled by the language used? Please leave your thoughts in the comments box below.