Monthly Archives: April 2020

Final Thoughts on Ent 610

As I finish my final course report and reflect on the readings and projects, I think the most important point to remember is that marketing is about reaching the customer. Marketing is not an exact science. Even the best plans require changes as society changes. Some of my cohorts used historical ads from the early twentieth century. Societal opinions were reflected in the ads of the day. Stories were told through words and not graphics like those of modern times. As people change, how we reach them also changes.

This course changed my impression of how to reach the customer. All media types can work together in order to achieve the goal. Engaging customers that are viewing television ads or listening to radio ads to drive them to their website or social media site will help “funnel” the customer to the end goal.

As I read “Marketing Research Kit for Dummies (Hyman, R. and Sierra, J.), I realized how important it is to have accurate information to make a marketing decision. I am certain information learned in this book will be valuable in the next course in my studies, “Entrepreneurial Feasibility Studies.” Obtaining that information can be challenging. Respondents could give false information or improperly worded questions could lead someone to the desired answer. However, knowing information about your competition and customers is crucial as we learned in “Understanding Michael Porter” (Magretta, J.).

Because of the complexity of all of the moving within a marketing plan, the case is built for the importance of using the services of a marketing services firm. Such a firm can assist in creating a marketing strategy that does not waste capital on a trial and error method of advertising. A proper media strategy will find and lead the prospective customer to your business and it is ultimately up to business owner to provide a value to the prospect to convert them to a customer.

Magreetta, J. (2012), Understanding Michael Porter, Harvard Business Press Review, Boston, MA

Hyman, M. and Sierra, J. (2010), Marketing Research Kit for Dummies, Wiley Publishing, Inc., Hoboken, NJ

Ent 610 Greatest Marketing Campaigns Print ad analysis

Ent 610 Greatest Market Campaign Assignment – Magazine Print Ad

Mike Weimar

In the Air – Print
  1. Description:  This ad was printed originally in 2017 by interTrend Communications and won the 3AF award.  It depicts several people celebrating the festival of color. The festival of color is a celebration of good over evil in the Hindu religion and occurs every spring throughout India and many parts of Asia as well as some parts of the United States.  Everyone in the ad is happy and celebratory appealing to emotions that many people feel in the spring. Spring time evokes joy in that there is a lot of adventure to look forward to as the weather becomes nicer. The beach in the background gives a sense that you would want to take your brand new Rav4 on the road to a vacation destination.
  2. Objections:  The objective of the ad is to introduce the appearance of the new Rav4 SUV in the Toytoa line.  It presents the Rav4 as a vehicle that is fun, adventurous, as well as practical. I have always looked at the Rav4 as a family vehicle.  It is dependable and spacious. The purpose of this ad is to promote the idea that you can have a practical and safe vehicle that provides adventure and looks great.  Since this ad was printed in the beginning of the year, its effectiveness can be measured at the end of the year by analyzing the sales results of the 2017 Rav4 compared to sales of the 2016 Rav4.
  3. The target market is the millennial generation.  Toyota is attempting to expand their market beyond consumers looking for a family vehicle.  By gaining loyal customers in the millennial age demographic, they could create a loyal customer for when one eventually needs a family vehicle.  They also are promoting the appreciation of diversity as well.
  4. Toyota is encouraging the purchase of the Rav4.  Not only will the customer have a comfortable, spacious, and safe vehicle, but also one that will be admired by their peers.
  5. Toyota is telling the consumer that it is springtime and the fun times are ahead.  The Rav4 can be part of those times. Your friends will be impressed with the new exterior appearance.  It is a safe vehicle for travel anywhere. Not only is it fun, but also practical because it has a lot of cargo space.
$1.25
  1. Description: This Stella Artois ad was awarded the Clio Award in 2007.  It is a humorous ad that looks like a real coupon. It even includes a bar code and expiration date.  However, when you look closely at the coupon, you realize that it is not for a discount. It advertises that they will charge you $1.25 extra.  
  2. Objectives:  The executives at Anhueser-Busch are elevating their brand.  Consumers need to know that with Stella Artois, they are getting a high quality, great tasting beer.  They do not have to worry about whether or not it is a good beer. Do not worry about the price of the beer because it is expensive and worth it.  This is what the Anheuser-Busch people would like consumers to believe. There is no way to measure the ad like if it had been an actual coupon. It is generated to create a general brand image.
  3. The target market for this ad is people that wish to enjoy a high end beer.  This is probably someone who is upper-middle class, at least, and over the age of 40.
  4. The ad calls the consumer to just purchase the product without worrying about the price.  It pokes fun at considering saving such a small amount of money.
  5. The value proposition is that the consumer will receive a high end, great tasting beer.  There is also a positive image of sophistication that could be assumed of someone that drinks Stella Artois beer.
  1.  Description:  This advertisement of the Australian Red Cross won the Clio Award in 2007.  The appeal is the altruistic nature of most people. It depicts an empty money donation box and makes the statement, “Money Isn’t Everything.”  The logo is clearly written in the center of the ad bringing attention to whom the ad is promoting.
  2. Objectives:  The objective of the ad is to encourage Australians who would like to make a difference in others lives, but may not have the means to make a financial donation, to donate blood.  The ad would like to convey the message to the citizens of Australian that donating blood is actually more important to their ability to help others than a cash donation. It also says in smaller print under the Red Cross logo that “It takes someone special to donate blood.”  Further making the point that someone who donates blood can make a difference.
  3. Target Market:  The ad is targeting any Australian resident with the ability to give blood.  It does not go into detail of what might be required such as age restrictions, but that would likely be determined when an appointment is made.
  4. The Australian Red Cross is attempting to obtain appointments to donate blood either through their website or by making an appointment over the phone.  The ad is making the statement that if someone were to make a donation that they truly will help someone in need appealing to most people’s desire to help others.
  5. Value Proposition:  The advertisement is telling a potential donor that by donating blood, they will help someone in need.  By donating blood, they will feel good about helping others. In addition, it is also telling the potential donor that their blood donation is more important to the function of the Australian Red Cross than making a monetary donation further instilling that donating blood is an extremely important action.
  1.  Description:  This ad for the Berlin Zoo won the Clio award in 2007.  The ad presents a polar bear exhibit in a zoo. In the picture, the polar bear’s single paw can be seen hanging over a rock.  One can assume that he might be sleeping out of the view of the visitor. At the bottom of the ad the statement is made, “Simply come back tomorrow.”  Next to the statement is a picture of an annual pass. The ad appeals to the sense of excitement of visiting the zoo.
  2. The objectives of this ad is to gain new annual passholders to the zoo.  This objective can be easily measured through looking at the number of annual passholders signed up after the campaign compared to prior to the campaign.
  3. Families and animal lovers of all ages are the target market.  They are specifically looking for people that usually only visit the zoo on occasion.  The ad tells the consumer that if they do not see their favorite animal during their visit, they can simply return to the zoo.  With most zoo memberships, admission is free for those who paid for the annual pass. This advertisement does not say that return visits are free of charge, but one could probably assume that is the case.
  4. This ad is calling for someone who visited the zoo to purchase an annual pass before they leave the zoo. By purchasing an annual pass, they can return to the zoo at no extra charge to see any exhibits they may have missed.
  5. The value of the annual pass is that the consumer can return to the zoo and visit as often as they would like during the year of the pass.  This would be far less expensive than visiting the zoo and paying for admission each time.
  1.  Description:  This ad places four Volkswagen Beetles in the foreground.  Each have a vibrant color. In the background are several obscured, ordinary looking vehicles lining the city street.  It appeals to someone who may want to stand out in the crowd.
  2. Objectives:  The ad presents the Volkswagen Beetle as a vehicle that stands out.  There is no action that the consumer is prompted to take, but encourages the audience to think differently than they might have about the Volkswagen Beetle.  Since it is a small vehicle, it may appeal more to someone who lives in a large city. It is more difficult to maneuver in a large city, making the Beetle an attractive vehicle to drive.  
  3. This ad is targeting younger people who may live in a large city.  It presents the vehicle as a fun car because of the vivid colors that are available.
  4. The ad is asking the viewer to consider the possibility of a Beetle.  I believe they are attempting to reach consumers who might not have ever considered purchasing a Volkswagen Beetle.
  5. The value proposition that Volkswagen is offering is a versatile vehicle that is also fun and practical.

Ent 610 Week 4 Blog Entry

This weekend I finished “Understand Michael Porter,” by Joan Magretta.  It relates to our analysis of the marketing campaigns that my classmates and I have been working on the past few weeks.  A business owner needs to understand his value proposition prior to embarking on an advertising campaign. The purpose of the marketing campaign is to relay the value proposition to the consumer.  In order to have a proper value proposition, a company must know activities are in its value chain in order to reach that value proposition.  

A business owner needs to have expertise in his industry and specifically his competition.  I am not suggesting that one should merely react to their competition. The competition has to be considered when developing your value proposition.  By understanding what your competitors within your industry are doing, you can differentiate your business.

The author discusses leaving some customers behind.  This concept is difficult for me to accept because I want to help everybody.  However, Magretta gives several examples of customers that just do not fit the ideal client profile.  Trying to be everything to everybody causes a loss of efficiency and profits.

Magretta also discusses “fit.”  “Fit means that the whole matters more than the parts.”  Trying to serve all markets and not be a specialist is an example of a problem with fit.  It is difficult to be an expert in all areas.

The most important lesson anyone reading this book can gain is to decide on your values ahead of time.  By knowing what is truly important, you can decide what can be compromised and what must not change.

Magretta, J., (2012), Understanding Michael Porter, Harvard Business Review Press, Boston, MA, ISBN 978-1-4221-6059-6