Archive for the ‘FiG Advertising and Marketing’ Category

Brand Extension: AmazonFresh

Thursday, March 30th, 2017

Amazon’s Latest Brand Extension Puts Groceries Straight to the Trunk of Your Car

Google Advertising

Amazon has been practicing brand extensions since they expanded their inventory from books a decade ago. Never failing to create unique strategies to retain and grow their customer base, Amazon has recently announced its entrance into the e-grocery world. The launch of AmazonFresh Pickup, lets customers place their grocery order online, drive to an AmazonFresh location, and have someone place the order straight into their trunk. Amazon claims that orders can be completed in as little as 15 minutes. According to the company, AmazonFresh Pickup gives consumers thousands of options to choose from, ranging from basic everyday items, such as bread, milk, and toilet paper to expensive, top-choice cuts of meat.

AmazonFresh will be free for Amazon Prime members once testing is complete, but currently, the beta launch is currently only available for employees in the Seattle area. Last December, Amazon announced a similar brick-and-mortar store idea called AmazonGo, which would give customers the ability to enter the store, grab desired items, and leave without having to interact with a cashier, as items will be scanned automatically and then charged to their respective account via an app. However, Amazon has yet to unveil this idea to the public.

Amazon has been toying with numerous ways of reinventing traditional grocery shopping habits, and AmazonFresh is the newest example of the company’s innovative strategies. Trends are suggesting that physical grocery stores are becoming replaced by e-grocery marketplaces , such as those soon offered by Amazon. Similar to banks and electronic retailers, grocery shopping is becoming an amalgamation of physical and online entities. Walmart is another company getting in on the online grocery store market, as they recently announced an online shopping and in-store pickup option similar to that offered by AmazonFresh. While it has yet to be determined who will run the e-grocery sector, it is certain that online grocery stores will shift consumer habits away from brick-and-mortar stores.

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Advertising Update: Carl’s Jr. Changes Their Message

Thursday, March 30th, 2017

Google Advertising

Carl’s Jr., notoriously known for overtly sexual advertisements, has adopted a new approach to advertising strategies. In its new ads, the younger, more provocative Carl Hardee Jr. has been replaced by a charming and more senior Carl Hardee Sr., who is not one for provocative, bikini-clad women. The new strategy is vastly different from previous ads, where millennial playboy Hardee Jr. has previously been known for flaunting his flashy lifestyle and using naked women and sex appeal to appeal to consumers, a tactic Carl’s Jr. has relied on to sell burgers for over 15 years.

Advertising Evolution

The new ad featuring Carl Hardee Sr., played by actor-musician Charles Esten from Nashville, addresses the shortcomings of the previous advertising strategies from the get-go. Booting his sex-obsessed millennial son from the company, Hardee Sr. aims to take back the business and bring back to the focus to fresh, juicy hamburger patties and away from scantily-clad women in bikinis. “It was time to evolve,” says Jason Norcross, executive creative director, and partner at the advertising agency 72andSunny . “Some of the product attributes got lost because people were too busy ogling girls.” Along with its new, less controversial ads, the company has also introduced a new tagline: “Pioneers of the great American burger.”

Although Carl’s Jr. is changing its narrative, execs know that there’s no use in ignoring the contentious tactics of the past. New ads feature previous stars like Genevieve Morton, Emily Sears, Elena Belle, and Charlotte McKinney, however strictly as works of art and cardboard cutouts. The target audience has remained consistent – younger, burger-hungry men – but Norcross states that the company is looking to be a competitor among more cheaply-priced rivals, such as The Habit and Shake Shack. The new campaign will focus strictly on “food, not boobs,” a much-desired change from its past campaigns.

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Google Advertising: An Ad Misplacement Mistake

Wednesday, March 22nd, 2017

Google Advertising

Recently, Google was called out for accidentally placing advertisements beside inappropriate and offensive content. In response, Google has announced its “three-pronged” solution to combatting ad misplacement by focusing more closely on policies, enforcement, and controls. Matt Brittin, president of business for Google and operations for EMEA, said earlier this week that Google is focusing on how to solve issues regarding ads being positioned beside inappropriate content. The new plan involves reworking existing policies which define what is considered to be “safe” for advertisers by revising definitions of hateful or malicious content, as well as enforcing regulations regarding content removal and giving advertisers more authority over brand safety matters.

Pulling Back From Google Advertising

In light of recent events, Marks & Spencer, HSBC, and Royal Bank of Scotland are just a few companies who have decided to remove their advertisements from Google . An investigation conducted by The Times (UK) revealed that advertisements from these organizations, as well as those from publicly-backed groups such as BBC and Transport for London, were found to have been running next to videos on YouTube which promoted hateful content such as anti-Semitism and the defense of rape apologies. Just weeks earlier, Google had been accused of being one of the many big companies that supported terrorist propaganda as well as pornography on YouTube. As Will Coombe, of Sharpe Digital points out, “Really, it’s a PR domino effect. As one company gets in the headlines for pulling their Google Ads, many will and have followed suit.”

As a result, advertising’s largest holding groups, including GroupM and Havas, have cautioned Google advertising to implement stricter standards regarding ad content and placement. Havas Group has announced it has halted all budgets which run through YouTube and Google Display Network until it is sure that adequate safeguards have been put into place. “Our position will remain until we are confident in the YouTube platform and Google Display Network’s ability to deliver the standards we and our clients expect,” says Paul Frampton, Havas’ chief executive and country manager.

Although Matt Brittin apologized on behalf of Google advertising, he stated the severity of the matter was relatively low, implying that not many people had seen the ads at all. Without a doubt, the company faces a variety of issues regarding its ad content placement. Only time will tell if the company’s new strategies to combat misplaced ads will be effective in the long run.

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Advertising Agencies Battle It Out In Super Bowl 51

Wednesday, February 22nd, 2017

While the Super Bowl is a match of athletic wits and prowess, the Super Bowl ads are, well the Super Bowl for advertising agencies. This year, thirty seconds of air time cost advertisers and advertising agencies between $5M – $5.5M. And with 111.3 million people watching, it wasn’t just huge dollars at stake; it was the advertiser’s brand reputation as well.

Humor officially won over viewers during this year’s Super Bowl, according to a recent ad analysis. Live ad testing showed that consumers preferred humorous ads over popularly used “sadvertising” techniques that have been incredibly successful in previous years. Advertising agencies and brands that utilized humor in their advertisements fared better with consumers on an emotional level than those who opted for a more political route. Viewers wanted a reprieve from the stressful nature of recent political events. “Historically speaking, humor always tends to perform extremely well, often better than more serious ads. This year is a little bit different with the social and political climate in the states,” says Kellan Terry, one of Brandwatch’s senior PR data analysts. He says that brands who chose to take a political stance with Super Bowl 51 ads were not erroneous, but, “At the same time other brands would recognize that people would want a relief from the seriousness and the issues that face our country right now.” Here are some stats on how the top two funniest ads from Super Bowl 51 stack up.

Advertising Agencies Clean Up

Mr. Clean – ‘Cleaner of Your Dreams’

Some loved this ad, and some found it odd, but overall it proved to be a winner. The short thirty-second ad features a woman who is charmed by the animated Mr. Clean, who dances around the house cleaning while wearing a form-fitting white t-shirt and pants to match. Along with the Skittles‘Romance’ ad ‘Cleaner of Your Dreams’ received a 5-star score, which a mere 4% of advertisements receive. Research shows that high-ranking ads usually feature extreme levels of happiness at a maximum intensity. Brandwatch provided additional data on viewer’s reactions by tracking minute-by-minute brand mentions of brands during the game. Social media analysis showed that Mr. Clean had the largest amount of mentions, raking in 11,700 mentions in a single minute. Buick had the next biggest number, with over 7,300 mentions in one minute. In short, these statistics are the ultimate dreams of advertising agencies.

Advertising Agencies Feel the Love

Skittles – ‘Romance’

Although many people thought skittles would opt for a politically focused ad, they decided to go the humor route, and it worked.‘Romance’ features a young love-sick boy throwing Skittles at a young woman’s window in order to get her attention. The girl, her grandma, a thief, and a groundhog take turns catching the candies in their mouths. The most successful Super Bowl ads are witty and concise and oftentimes unexpected, such as this ad. Humor is a big win in this Skittles ad.

Both ads ranked highly on the “emotion-into-action” scale, earning a score of over 83%. The scale is based on BrainJuicer’s ad performance data and turns emotional responses into quantitative data which can potentially predict in-market business outcomes. BrainJuicer, a company dedicated to better understanding people’s behaviors through market research, concluded that, “Happiness is the emotion that is the most likely to generate the positive feelings that unconsciously make consumers feel good about a brand, and make it a future instinctive, intuitive purchase choice. Feel nothing, do nothing, feel more buy more.”

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