Store Visit

I visited ANTHROPOLOGY.

The ambience: creative, original, sophisticated, unique, calm, hand made
The lighting: not so bright, mild yellowish lighting basically. The wall and the windows were decorated with small colorful lights.
The music: relaxing music in a small tone
The sales people: wearing their brand clothing and accessories. They did not talk to customers so often.
The mannequins: They have several mannequins in each section and their styles are different each other depending on the section. Some of them are casual, others are relaxing, chic, creative and so on. The mannequins which people walking on the street can see were more decorative.
People in the store: Women aged 20-40. alone, with friends, with boyfriend

These features make customers relaxed to enjoy shopping. They might promote customers to stay there longer. It may take long time to decide to buy because their products are not so cheap. However, once a customer spend long time in looking and trying the products, she will like it because they are high quality and detailed. They give the good feeling in spending time in their store to build good brand images.
The point that they should change is the number of the sales people or their arrangement. The sales people seemed nice but too busy to talk with or answer the question of customers. The attitude of the sales people is also important to make the relaxing atmosphere.

exam q's

Chapter 7
0. Name the three types of message strategies creatives can use. How are message
strategies related to the message theme?

1. Cognitive
2. Affective
3. Conative
A message strategy is the primary tactic or approach used to deliver the message theme.


Chapter 8
12. What are the major advantages and disadvantages of television advertising?

Advantages
1. High reach
2. High frequency potential
3. Low cost per contact
4. High intrusion value
5. Quality creative opportunities
6. Segmentation possibilities through cable outlets

Disadvantages
1. Clutter
2. Low recall due to recall
3. Channel surfing during commercials
4. Short amount of copy
5. High cost per ad


Chapter 9
14. What is interactive marketing?

Individualozing and personalizing Web content and e-mail messages for various consumers.


Chapter 12
22. What is a price-off sales promotion?

A temporary reduction in the price of a product to the consumer.

Media diary

Internet
-email: 1h
-skype: 1.5h
-mixi: 1h
-facebook: 0.5h
-news: 1h
-amazon: 1h
-others: 3h

Newspaper: 20min

Cell phone: 20min

Judging from my media diary, online ad is the most sufficient for me. My habit of use of media had changed since I came here. When I was in my country, I used TV, newspaper and mobile more. However, now I mostly depend on the internet because it is the only way to get information of my country in my language and to contact with family and friends in my country.Most advertisements I watched online are Japanese products and services I cannot buy here. Though I was exposed to a lot of ads online, it did not work. If the ad is posted depending on the place where a user is at that time, it will work better.

Three questions

Ch. 4
2. What are the five parts of a promotions opportunity analysis planning
process?
1. Completing a communications marketing analysis
2. Establishing objectives
3. Creating a budget
4. Preparing a promotional strategy
5. Matching tactics with the strategy

Ch.5
8. What evaluation criteria should be used in selecting an advertising agency?
• The size of the agency
• Relevant experience of the agency
• Potential conflicts of interest
• Creative reputation and capabilities of the agency
• Production capabilities
• Media purchasing capabilities
• Other services offered
• Client retention rates
• Personal chemistry

Ch. 6
2. What are the six stages of the hierarchy of effects model? Do they always
occur in that order? Why or why not?
•awareness
•knowledge
•liking
•preference
•conviction
•actual purchase.
The model is sequential but the order is sometimes different. People sometimes make an impulse buy and a purchase encouraged coupons.

Persuaders Video

What are some things that you learned about advertising after watching this video?

-An "er" ad worked well once, but no longer attract today's consumers. Advertising is more focused on appealing to people's emotion and unconscious.
-Attracting people of all ages and both sexes with one advertisement is impossible. They need decide their target specifically.

What are some of the main problems that plague contemporary advertising?

-Spot advertising on TV is not effective today because people can skip it with their DVR.
-People are always exposed a mountain of ads, so a usual ad does not attract them.

What are some of the ethical concerns about advertising that we need to be aware off?

-Narrowcasting can invade our privacy.
-Abusing the science of selling and giving a psychological effect such as imprinting to sell products.

The creative brief

Brand: McDonald


The objective: providing information

The target audience: those who do not use fast food restaurants because they think fast food is unhealthy

The message theme: not only “fast”, safety, freshness, healthy

The support: customers’ voice, nutritionist’s advice, explanation how to get their ingredients

The constraints: accurate lists of nutrition facts

Brands

Panasonic Lumix



Five things that come to mind when I think of this brand are

• high quality
• reliable
• global
• easy to use
• strong

My perception about this brand is shaped by

• Experience: My family has a camera of this brand. Iused it and found the good quality.

• Reputation: I checked reputation on the internet and compared cameras before I bought it. This brand got a good reputation.

• Recommendation: I told a salesclerk my need and hope and asked which camera is the most suitable for me. He explained some features (strong and weak points) of some cameras and recommended this brand.

My image of this brand is similar to that of others. It is because that the products of Panasonic are high-quality and got the reliability from many users. The only difference is that I recogze it as an "international" brand but for them it is a "Japanese" brand. Though the expressions are different, these have the same meaning that this brand spreads globally.