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