radioxkiss
-
Posts
64 -
Joined
-
Last visited
Content Type
Profiles
Forums
Gallery
Events
Posts posted by radioxkiss
-
-
Hi guys and girls
Wondering what shakes you would say would be good for loosing a few extra pounds ? How about Met-Rx?
Where would you get these shakes?
-
Hi guys. I had to write this paper, and I want to know your feelings on my paper ..Maybe your feelings towards this subject. Thanks
Trying to reach the student market
Companies are desperate for college students to buy more of
their products, but "the college market is notoriously tough to
crack," writes Sandra Yin, associate editor of the magazine.
The challenges? "Students doubt corporate intentions, they want
to be catered to, and they don't think companies know what they
want," writes Ms. Yin. "And they are poor: Their idea of a good
buy is a bargain." Still, many businesses think they are worth
the trouble. Ms. Yin cites data showing that full-time students
at four-year colleges spent $9.2-billion on discretionary items
in 2002. Students also form spending habits that may be lifelong
as their earning power increases.
Students frequently ignore traditional advertising because they
are "consummate multitaskers," Ms. Yin says. While 9 out of 10
students watch at least 10 hours of television a week, most of
them are doing other things at the same time. Among the
activities students report engaging in while watching
television, according to a study Ms. Yin cites: eating (77
percent), talking on the phone (58 percent), and homework (56
percent).
--------------------------------------------------------------------------------
-
Anybody know what is some cheaper places to order it? Espically the Vanilla. $55 at GNC is way to much
-
I know fish doesn't have alot of carbs. Also ankins diet you can buy doesn't have alot.
-
The weather is so nice right now to go out and take a jog in the park, ect. What is everybody's favorite park,and why.
-
I have been lacking off and now I'm back. I was wondering what is everybody's advice to loose some extra pounds.
I do strenght training every 2 days, and cardio everyday. Eating I eat alot of salads, and seafood.
-
I was looking at this gym, and they didn't have showers! How nasty is that?
-
Old fart.
-
This is for one of my advertising classes. I need to get other people's feelings on this besides mine .Thank you!
THE venerable theme for Timex, "It takes a licking and
keeps on ticking," looks to be taking a final licking.
The Timex Corporation, in a campaign from its new agency,
Kirshenbaum Bond & Partners in New York, is dropping the
"licking/ticking" slogan - introduced in the 1950's and
brought back in the 1990's - for a theme intended to help
update its image. The goal is to freshen the Timex appeal
with consumers ages 18 to 34, whose wrists are increasingly
sporting other watch brands like Kenneth Cole, ESQ, Marc
Ecko, Fossil, Guess, Swatch and Swiss Army that they deem
more hip.
The theme change, to "Timex. Life is ticking," is part of
an advertising makeover after Timex left its agency of 16
years, Fallon Worldwide in Minneapolis, part of the
Publicis Groupe. (THE NEXT SENTENCE SAYS ALOT ABOUT
ADVERTISING.)........The new campaign, with a budget estimated
at $6 million, is indicative of efforts by marketers of
familiar products, especially in competitive categories, to
freshen once-powerful pitches that are now perceived to be
working about as well as, well, a stopped watch.
"This is not to dis anything we've done in the past," said
Mark Shuster, senior vice president for marketing and chief
marketing officer at Timex in Middlebury, Conn., who joined
the company five months ago, "but we have an opportunity to
take the brand forward."
" `It takes a licking and keeps on ticking' was very
consistent with a durability message, and was very
effective," Mr. Shuster said. "But durability is now almost
a given because as technologies have improved, people have
caught on to it. Our thought was, is there a way to evolve
beyond durability, to look for that something that captures
more of the spirit and mindset of today."
There are of course significant risks in replacing
"licking/ticking," which ranked No. 40 on a list of the top
100 campaigns of the 20th century compiled by the trade
publication Advertising Age. Timex, the United States watch
market leader - the Swatch Group is first worldwide - would
be poorly served if it were to give up the benefits of the
previous theme, like the awareness and recall the longtime
slogan has among consumers, without achieving improvements
in measurements like modernity or relevance.
"I don't want to be negative, but I am underwhelmed by the
concept," said Timothy R. V. Foster, the founder of a
company in London called AdSlogans Unlimited, when asked
his reaction to the new theme.
" `It takes a licking and keeps on ticking' is brilliant,
because the slogan says the benefit," Mr. Foster said.
"With `Life is ticking,' I have a tendency to want to
complete the slogan; it doesn't sound like it's finished."
(SHOWING THE BENEFIT OF A PRODUCT, IN THIS
CASE THE WATCH IS STRONG AND WON'T BREAK EASILY...IS
VERY IMPORTANT...WE WILL LEARN MORE ABOUT THIS IN CLASS...)
Needless to say, Timex and Kirshenbaum Bond, part of the
Kirshenbaum Bond Creative Network, plan to work assiduously
to convert critics like Mr. Foster. That will be the aim of
print ads in the "Life is ticking" campaign, to appear in
September issues of magazines with younger readers like
Details, Entertainment Weekly, FHM, InStyle, Jane, Lucky,
Marie Claire, Men's Health and Transworld Snowboarding.
The ads seek to draw attention by illustrating Timex
products and features in eye-catching, nontraditional ways.
For instance, a watch with a heart monitor is promoted with
a photograph not of a fit runner but of a heart attack
breakfast of bacon, three eggs and fried potatoes. The
Ironman Sleek watch is promoted with a photograph not of a
trim triathlete but of a bulging belly.
An Ironman Data Link watch with "reminder" features is
promoted with a photograph of a reminder missed because
Timex was not there: a dead goldfish floats in its bowl,
the "Feed fish" message unseen. And a shock-resistant watch
is promoted with a photograph meant not to absorb shocks
but to create some, depicting a flasher in a raincoat
unveiling himself to passers-by.
"The brand is so iconic, but sometimes `iconic' can seem
dated," said Rob Feakins, an executive creative director at
Kirshenbaum Bond. " `It takes a licking and keeps on
ticking' is one of the greatest tag lines in terms of
memorability, but it's no longer relevant."
After all, Mr. Feakins said, "most people with a watch
expect it to work."
In the review for the Timex account that ended in December
with the selection of Kirshenbaum Bond, "we presented two
campaigns they didn't buy," Mr. Feakins said, referring to
Timex executives, "but they liked our thinking, so we went
back and did a huge exploratory on the slogan."
"We wanted to create a point of view for Timex that wasn't
about telling time anymore, but was more about what you
make of that time," he added. " `Life is ticking' is
attached to the old tag line, but it's done in a more
tongue-in-cheek way that's more relevant to this audience."
In tests of the new "bolder, more pointed" tack the print
ads are taking, Mr. Feakins said, consumers said "they felt
the brand could go there." The plans for the campaign
include a commercial to run in movie theaters in the fall,
he added, with television being considered.
Mr. Shuster praised Kirshenbaum Bond for coming up with a
campaign that the initial tests showed could "help change
people's perceptions about the Timex brand." The agency has
what he called "a terrific history for taking brands and
making them more contemporary and relevant," listing
examples like the Target discount chain owned by the Target
Corporation and the Liberty Mutual insurance company that
is part of the Liberty Mutual Group.
Timex is one of several recent assignments gained by
Kirshenbaum Bond, which is being closely watched by its
competitors to see if it can deliver results. The others
include the Song low-fare airline being started by Delta
Air Lines and Jergens skin-care products sold by the Kao
Corporation.
-
-
Originally posted by vsoto212
I heard it might be ARC, No.
Victor Soto
Arc will be phat!
-
What a stupid question
-
Last week I started
Anybody in Advertising
in New York / New Jersey
Posted
Hi i wrote this paper and i want to know what you think of it.. thank you
At a time when advertising for mainstream beer brands aimed
at younger men celebrates women who wrestle or were born as
twins, a smaller, imported brew is hoping a print campaign
with a more light-hearted approach to the battle of the sexes
will help stimulate sales.
The campaign, for Molson Canadian, sold by Molson USA, will
appear in May issues of four men's magazines and one women's
magazine. The ads cleverly send up the conventions of how
beer is advertised differently to men and women while at the
same time seeking to capitalize on those ploys.
The campaign is part of an ambitious effort to remake the
Molson Canadian image among male beer drinkers ages 21 to 29,
and it carries the theme "Let your Molson do the talking." It
is the brainchild of Crispin, Porter & Bogusky in Miami, the
hot creative agency known for rule-breaking work for
advertisers like Ikea, Mini Cooper and the American Legacy
Foundation (the "Truth" anti-smoking ads, produced with
Arnold Worldwide in Boston.).
Crispin, Porter was awarded the Molson USA account, with
billings estimated at $10 million, in April 2002, and six
months later had the company bring out Molson Canadian (and
Canadian Light) in bottles bearing "twin labels" a
conventional one on the front and a fanciful one on the back.
The back labels, initially in 84 varieties that have now
climbed to more than 225, proclaim sentiments that range from
"I'm not wearing underwear" and "One-man bachelorette party"
to "I put the super in superficial" and "Can I get your
number?" The wacky packaging is promoted in television
commercials.
The premise of "Let your Molson do the talking" is that if
imported beers are -- as beer drinkers have been assured for
decades by brewers and the agencies that work for them --
lifestyle products that say something about who buys them,
then Molson Canadian will now speak up on behalf of the buyer
on the subject he likely considers the most important in his
life: Topic A, as Preston Sturges calls it in the screwball
comedy "The Palm Beach Story," otherwise known as sex.
The campaign is indicative of what is known as postmodern
advertising, which presents consumers with ads that
acknowledge they are ads, ads that sell with a wink and a
nudge, ads that reference the ways ads try to peddle
products. Such tactics are particularly popular among
advertisers targeting younger consumers, who are deemed more
skeptical about marketing, and more educated consumers, who
have presumably read books like "The Hidden Persuaders" or
"No Logos."
"This approach is different," says Steve Breen, vice
president for marketing in Golden, Colo., for Molson USA, a
joint venture of the Canadian brewer Molson Inc. and the
Adolph Coors Company.
"It appeals to the import drinker," he adds, "who has been to
college, has got a job, is earning decent money, is a little
more mature."
For all that, the import drinker shares at least one interest
with his less-educated, less-affluent, less-mature
counterpart.
"In talking to consumers to see how we could make Molson
Canadian relevant to the young adult drinker," Mr. Breen
says, "the key thing they kept feeding back to us was: 'We're
in bars to meet women. Anything that helps us connect is
great.' So we can become relevant by helping them interact."
Yes, but it has to be in a way different from Miller Lite
beer, brewed by SABMiller, which has come under fire for a
commercial that features the wrestling women, or Coors Light
beer, sold by the Coors Brewing Company division of Coors,
which is also feeling some heat for spots that star sultry
twins.
So in the Molson Canadian commercial promoting the twin-label
bottles, as two actors playing friends talk at a bar, one of
them suddenly turns to look into the camera before delivering
his next line. He breaks the fourth wall with viewers as if
to say, "Yes, I know I'm in a commercial, and I know you
know, too."
That attitude is even more ardently embraced in the print
ads. The ad appearing in the women's magazine, Cosmopolitan,
presents male drinkers of Molson Canadian as hunky yet
sensitive, studly yet caring. It is a tongue-in-cheek version
of how male beer drinkers see themselves and how brewers see
them. There is a photograph of a buff blond in winter gear,
cradling two puppies as he holds a bottle of Molson Canadian,
turned to the camera so the brand logo on the front label is
readable.
There is text under the photograph. "His address: the
intersection of confidence and compassion. His beer: Molson
Canadian." The Cosmopolitan readers will be directed to a Web
site (http://www.molsonman.com/) where additional photos and
a biography of the hottie will be available soon.
The ad appearing in the men's magazines -- FHM, Gear, Playboy
and Ramp -- informs readers about the "hundreds of thousands
of women" seeing the Cosmopolitan ad and describes how they
may take advantage of that.
The Cosmopolitan ad, the readers of the men's magazines are
told, "is a perfectly tuned combination of words and images
designed by trained professionals. Women who are exposed to
it experience a very positive feeling. A feeling which they
will later project directly onto you. Triggering the process
is as simple as ordering a Molson Canadian."
"That's not just a crisp, clean import from Canada you're
tasting," the men's ad concludes in a mock triumphant tone.
"It's victory, my friend." The readers of the men's magazines
will also be directed to a Web site
(http://www.molsontwinadvertising.com/) where they will soon
find downloadable, wallet-sized versions of the photos of the
puppies, suitable for starting or continuing bar
conversations, as well as other helpful ways Molson Canadian
proves that "no other beer works as hard for you."
"Can other beers do that? I think not," says Bill Wright,
vice president and associate creative director at Crispin,
Porter, echoing the tone of the campaign. "While other beers
do funny commercials, we're actually doing something to give
our consumer the tools to connect with women in social
situations and at great expense, I might add."
Turning somewhat more serious, Mr. Wright observes: "Every
beer is a badge, meant to say something about you. You're
paying that beer a big compliment, because you're going to be
holding up that badge for the next 30 minutes, and you don't
let your fingers cover up the label."
"That was our original insight," he adds, "that this brand is
such a badge, and you demonstrate that every time you order
it."
Before Crispin, Porter, Molson Canadian was "the beer for
free-spirited wilderness adventurers," Mr. Wright says,
laughing, referring to previous ads. "When we got it, it was
pretty moribund. Now we want it to stand for something."
Sales of Molson Canadian have increased 30 percent in the six
months since the bottles started to be sold with the twin
labels. Mr. Breen describes it as "the fastest-growing
import" among the top 25 imported beers.
Additional ways to demonstrate how the beer can "do the
talking" are being considered. Mr. Wright says he would like
to try radio commercials similar to the print ads because the
idea can work "anywhere you can segment the media, and radio
segments listeners very well."