If I could be any ex-convict-crafting-diva, it would definately be Martha Stewart, because nothing says Christmas like home goods. 

In all reality, with my recent DIY binges, I suppose I’m almost there. Except the ex-convict part. 

___________

All jokes aside, I appreciate Martha Stewart’s ability to keep reinventing herself, and adapting to changing media environments. With a daytime and cable viewership, her brand has decided to take to short form craft tutorials to reach audiences, AdAge notes.

The difference between your do-it-yourself clip and Martha’s? Big name corporate sponsorship. 

The video above features a partnership with Starbucks, letting Martha create a unique look from common household items. Other sponsors includeJC Penney, Nikon, Diamond of California and The Glad Products Company. 

Despite low viewership as of yet, I think that these partnerships are smart of the Martha Stewart Brand and for the advertisers. Videos have the unique ability to be shared in ways that TV can’t, and the nature of the Holidays makes these videos perfect for sharing if and when the public actually catches on to the messages.

In recently completing my last project for my Advanced Media Strategies class, and in watching my classmates present, I saw a real emphasis from our agency-side judges on the important of on partnership and sponsorship in our plans. Especially in the way of viral video, it can be a cost effective way to disperse a message and provide legitimacy to both brands. 

_________

While I wait for these vidoes to gain a little traction on the web, I think I’ll pick up a thing or two about wreath making. You should never turn down the opportunity to learn something new. 


Cheers, 

nb

1 year ago · 0 notes

They say that the power of a positive review is possibly 10 times as weak as a negative review. I find that easy to believe. Even I get much more excited and engaged by someone’s negative experience than their happy ones. I think its unconsciously the fact that we don’t want to suffer the same fate, to fall folly to their mistakes as well, so we remember the bad. The good seems like a typical result.

Nevertheless, this didn’t keep me from tweeting positive things this week about my black Friday shopping experience at Target.

Fresh of my last post about the brilliance of Target’s ability to roadblock the customer into their messages, the shopping experience at Target on Black Friday (or Black THURSDAY this year) was far less confining than any other store I’ve ever been to.

This was my second year going the Target-first approach. Last year I found it be a much better shopping experience. This year was much the same. They gave you store maps, with a layout of all specials available and where they were. They staggered store entrance so there was no running. And they made you pay for large items in the back so the lanes in the front were completely clear (!) for paying for small door busters. Like the 10 $3 movies I bought to watch when this absolutely crazy semester is over with just saying.

All I could think about the entire time when I was shopping was how much I wish I had a smart phone so I could tweet target about the great experience I was having. And even without it, I took to the streets, and to my phone to talk about how Target  had made it the easiest Black FridayThursday I had ever shopped before.

What is the value of all this? Apparently, according to a Forbes article, this is the insight that must be harnessed when it comes to social media and Holiday Shopping. People aren’t buying things as a result of social media, according to the article, but they are taking recommendations and sharing their shopping experiences.

Keeping in mind the power of a negative comment, some of those recommendations and decisions about where to shop (especially online) may be driven by negative infleuncers, but the message here to media professionals and advertisers is key: Social is a buzz and awareness feature. Manage it well and don’t use it to leverage sales.

You’ll be more intuitive if you do.

nb 

1 year ago · 0 notes

This time of the semester can be rough for many people, especially college students like me. Between recruitment activities, midterm projects and papers, and workworkwork, it can feel like I’m being corralled into a billion different boxes.

I’m sure media outlets and Advertisers feel much the same way. It’s diffuclt, especially with such new and emerging mediums to capture the attention of your consumer all at once, but some smart marketers, like those at Target, have the resources and the know-how to capture their audience wherever they are.

According to an AdAge article from this week, Target roadblocked all “Revenge” (ABC) programming to ensure that whether you were watching it on TV, DVR, Online, or Streaming, all roads lead to Target.

Why is this such a smart move? The holidays are upon us (le Scrooge sigh), and with Black Friday just one week away, and with stores like Target and Walmart starting this week on Thursday, it is important to grab the customers attention before they step up to the Thanksgiving Dinner table.

________

So with this being my last post, most likely, before Turkey day approaches, what am I greatful for? I’m thankful for my family, friends, education, and companies with good marketing strategies so I can write about them.

Happy Thanksgiving to you and yours.

nb

And check out more about Target’s Roadblock here.  

1 year ago · 0 notes

When does it become necessary for the policed to become the police? I recently ran into an issue at work where I asked myself that very question.

We were running SQUAD numbers for the New Year and estimating our actual when I noticed an issue I had made in pulling the numbers that stood out. Rather than sitting there in my pride I told my buyer so we could fix it together, and rather than getting upset, he applauded the catch.

I’m not sure that the owner of a Clear Channel Billboard Ad would be thrilled at the decision to pull it based on the fact that it was unethical, but I definitely applaud the communications giant for making that call.


According to an article by AdAge, Clear Channel pulled an un-publically sponsored ad that warned voters in Black and Hispanic areas Milwaukee, Columbus, and Cleveland about Voter Fraud. The determined that such a message may influence voters  in those arrested not vote at all, and since these billboards violated their policy because they did not have a public sponsor, the company pulled them.

Amongst all the questioning of whether advertising is ethical, or whether it has the ability to police itself, I think that this shows a positive case that it is possible. Even though this is a reactive rather than proactive example, media companies are listening to what is being said in their communities, and removing negative influences where they see them. 

nb

1 year ago · 0 notes

Sticks and Stones can break my bones, but a barrage of negative political ads kill my ears…

There’s nothing I hate more than a desk full of pre-empts on a Thursday.

 
At my internship,  I work on an account that proactively purchases most of its spots at least 6 months to a year in advance, and unfortunately, political is blowing out our whole media schedule. It’s painful to watch. I also think I’m starting to get arthritis from umputting so many makegoods.

But what I think is a bit more painful is that I know a bunch of our spots got bumped to run a bunch of political ads in Colorado, which, if you didn’t know, happens to be a pretty big swing state in this election.

Also, If you didn’t know, I’m in a long distance relationship.  My beau lives in another swing state across the country, arguably the most important, but we Facetime every night to catch up about each other’s days. Usually we keep the TV or our music on when we chat, but lately I’ve been urging him to shut the TV off while we speak. Otherwise, I can barely hear him over the “Romney lied…” and “Obama stole…” messages being shouted out in on the boob-toob behind him. Pretty depressing if you ask me.

And apparently I’m not the only one that noticed that the candidates this year are being negative Nancys. According to AdAge, this year’s race stands to be “most negative” in recent history, most likely fueled by strongly negative republican ads during their caucus, and continued into the national race.

I don’t know who’s right and who’s wrong, but at this point I would vote for whoever will stop buying all my client’s audience and keep their ads to themselves.

nb 

2 years ago · 3 notes

No matter which side of the party line you stand on, last night’s debate was a live and uncut tweet-war, as expected. Undoubtedly, both candidates (‘ tweeters-in-chief) will have a lot to say and a lot to keep up with to keep the good will in their favor on each of their accounts

I think one of my favorite things about twitter is that it’s so easy to see what’s trending and who’s joining in on the conversation. Just imagine being able to see exactly what voters are saying about you, your policies, and your policies BEFORE they hit the polls.

One of my favorites of the night was this gem by @Mikehashimoto, which said:

Romney: “You don’t pick the winners and losers. You just pick the losers.” Not entirely accurate, but a good line.

Touche Mr. Hashimoto. What you found here is oversimplification at its finest.

Another example of oversimplification is Neilsen’s new proposed combination of TV and online ratings, which stands to put some kind of measurement to a previously unregulated realm, but what advertisers and the ad industry are NOT ready for are the inconsistencies and raises in prices both mediums may suffer as a result of this combination. If you ask me, it’s a bad idea, but then again if you as me, I’m honestly not the biggest fan of the Nielsen system.

Over the summer I had the privilege of being touched by Nielsen in two ways. First, I was a diary household for a few months. This was an unspeakable joke because 1) I don’t watch television on a regular basis and 2) I could never quite remember exactly what I watched, so I just averaged everything to what I THOUGHT I watched. At the exact same time, Nielson came to present their new set top box “technology” to the agency I worked at, to the chagrin of my bosses, and myself. I learned so many things about electronic vs. diary television logging, and how the zero-cell error of always counting digital over written information is killing the statistical accuracy of their metrics, that it’s really hard for me to understand why they’re the television currency at all.

But that’s for another story.

In the present, check this: I’m a media person. I understand the importance of filling out those silly little diaries, and I can’t even take the time to do it correctly. Imagine what the rest of America is doing.

And imagine how much advertisers that advertise in online-only will appreciate paying rates that were rolled into GM TV ratings, and vise vera.

Higher ratings, great. Higher CPP or CPM for online? Let’s hope not.

nb

2 years ago · 0 notes

Tweeting Politics

I realize that it’s pretty early yet, but If there is one thing that I’ve learned from my senior year, it is the value of being dynamic. Having the ability to adjust to adjust to the environment and those around me have gotten me to this point, and make it easy for me to strive forward.

Similarly, this year’s presidential and congressional candidates are using Twitter and other social media platforms to be dynamic in the campaign, and appeal to voters in fast and dynamic ways. AdAge calls this “Real-time Marketing”, and acknowledges that candidates all around the nation are borrowing  from a model that has suited brands well in all product categories.

Consider the airline industry, probably one of the most complained about “products” on social media. One bad tweet spread amongst followers about a lost back or a late departure can influence all of a person’s followers in their next travel decision. Real-time marketing allows companies to step in the middle of all the bad rap and put their own two-cents in, whether that be by righting a wrong, or apologizing, or backing up their company’s policies. This one- to many- to one – to mnay approach to marketing is influencing millions of people without costing a dime.

It’s no surprise that twitter has found its way into almost all of the media plans I have created, as well as on the media rosters of big name candidates. Whenever I see a particularly clever tweet, I always wonder who the 146 character wizard is.   It’s one thing to make a tweeting plan, but quite another to be able to execute it WHILE responding to not-so-savory publicity.

As far as I’m concerned, October 3rd (the first Presidential Debate) may be one of the most important twitter days this year. Until then, I’ll be keeping my eyes on the tweets and my ears on the streets juicy media bites.

nb

2 years ago · 0 notes

Television, Commercials, Xelda and Gen X.

The potential for all things commerce to conveniently collide.

Let me start by saying my family is full of  tech people, but surprisingly, I’m the late adopter. Check this:

• My mother was actually one of the first people to get a Wii by standing in line at Walmart at midnight. For herself.

  Between my father, my mother, and I, we have 5 Gameboy DS’s.  I only have one.

• My parents have preordered and purchased every iPad there is.

• My mother refuses to by another TV unless it’s 3D.

I wonder why this is. Having been born in the age of technology, I think sometimes I long for a simpler time that I never knew, where students had wrote papers, and word processing was actually a complex process. The most fascinating and appealing thing I find about new technologies is that I know my parents are going to want it, that they’ll buy it, and eventually give it to met out of frustration. In that case, I can’t wait until November when the new Wii comes to the marketplace.

Somwhere between PSP and a tablet, this new gaming system has serious potential, but not just in the gaming world. Adage, Forbes, and Nintendo themselves report that the new system will be even better optimized for TV, something that has amazing potential for advertisers.

What I wonder most, however, is who advertisers will focus on when thinking about the Wii as a medium. The obvious choice would be to target the millennials, like me. We will undoubtedly be using the system, and the kids younger than me will be asking for it for Christmas, but who really has the buying power here? I’d argue that it’s people like my parents: the easily amused the disposable income to blow.

It will be interesting to see the appeal for this new toy, but in the mean time, I’ll just be calculating how long it will take to get my parents to pass it down to me.

Cheers

-nb

And don’t forget to check out the Adage article about Wii TV here

2 years ago · 0 notes


**OBLIGATORY ADV ETHICS POST**


Usually, it is difficult for me to describe what I find holistically objectionable, but in cases where people who have very little voice on the world advertising stage are being exploited for the purpose of marketing gain, I draw the line. One example of this type of misuse of underrepresented culture groups is the Burger King “Whopper Virgins” documentary and advertising campaign. The documentary features a taste test of the Whopper against McDonald’s Big Mac by people in remote parts of the world who had never tasted a hamburger before. In fact, the people in the study from Greenland, Thailand, and Romania had never been exposed to advertising, did not own a television, and were often from areas were poverty and hunger was an issue. As such, my ethical qualms about the project are the utilization and misappropriation of the cultures of people below the poverty level, the false depiction of these people’s opinions as a basis for Americans to purchase Burger King’s products, and the evident imposition of American culture on these groups. Furthermore, after doing some research on the conditions surrounding the project, I was not surprised to find that some of my sentiments were being echoed around the world as well.

As a creative in advertising, I can easily conjure the thought-process behind developing such a campaign. It is increasingly difficult to break through the clutter in the fast food industry, especially for Burger King, who has constantly fallen in second place behind McDonalds. Though the concept of doing a taste test with people who have never tasted a burger, and who have never been exposed to advertising, is novel, I believe that those implementing this campaign did not fully consider the ramifications of targeting people who had not been exposed to fast food or its advertising. Because these people have not been exposed to the advertising format for fast food (let alone any other kinds of ads), they most likely had no idea to what extent their images would be used to sell the brand that they tasted for. In my opinion, no amount of disclaimers, warnings, or release forms could properly explain to someone who has no television that their image would be in the homes of millions of people across America, advertising for a product they have only tasted once.

Additionally Fast food has become a globalized product that, though originally American, has branched out to almost all industrialized areas of the world. Though in America, having  a Burger King or McDonalds in your backyard doesn’t mark an area of influence, having a fast food restaurant in  many countries is considered  a marker of development (Bergold Jr, 2011). As such, selecting areas that lack the influence of these restaurants is a sign that these areas are not as monetarily rich as other areas. Holtz- Giminez of Good Morning America stated that “30 percent of the people [in the study] live in poverty and would never be able to afford a hamburger” (Alfonsi, S, 2008), a startling fact that makes me question the ethics of utilizing people who, in essence, cannot afford to turn down the opportunity for food.

That being said, a lack of monetary wealth in no way means that the groups utilized in this taste test were devoid of culture. It was apparent from the taste-tester’s garbs that these people were rich in heritage. The issue I take in utilizing these people is the misappropriation of the cultures apparent in the 30-second commercials that ran in the United States, proclaiming that burger virgins preferred Whoppers to Big Macs. These taste-testers were completely dressed in their most traditional garb (which was not normally worn in their home villages). Though much of this traditional clothing was colorful and beautiful, it stands in stark contrast to the business casual clothes worn by the researchers, and seems to signify to the ignorant viewer that the taste-testers were exhibited a certain sense of foreignness, when the researchers were the ones that were in fact, foreign to their lands. Somehow, the scenes and the title of “Whopper Virgins” gave the taste-testers a sense of naivety that makes it seem that it is the subjects’ difference or uniqueness that is being tested, rather than the burgers. Though the overall purpose of the commercials and the documentary is to say that the Whopper is preferred more times than the Big Mac, the focus of each commercial becomes the oddity of these people and their cultures, a feature I find both disturbing and immoral. Many of the commercials hardly give context as to why these people are dressed a certain way and gives no additional information about these people’s cultures. When I first viewed the spots without knowing about the documentary film, I believed that it was a factitious and hyperbolic exaggeration, and not a “scientific” study.

Given that the study was scientific and conducted by third party researchers, Burger King did a poor job of portraying the results of these findings accurately to the American public, who may have been influenced to purchase Whoppers over Big Macs because the commercials. In the commercials, it is simply stated that more taste-testers preferred the Whopper to the Big Mac in taste tests by people who have never had a burger. It is not, however, explained that though this is the case, many of the people interviewed had no preference, and the majority of the people who preferred the Whopper still did not like the Whopper, because it was completely different from the types of food they ate normally. Though admittedly that would be difficult to say in a: 30 second spot, it sends the message to consumers that the Whopper is universally delicious to all consumers, even those who have not eaten a burger before, which is far from the truth. Added with the fact that some of the people who were administered the tests were from poorer economic areas only solidify my ethical concerns about the methods used to evaluate and describe the taste of the Whopper to American consumers.

             Finally, one of the distinctive parts of the documentary that is not included in the video is that the researchers visited the villages of each taste-tester, Burger King Broiler in tow, and made burgers for their entire village. Though there was as sense of cultural exchange present (in that the researchers also tried the villagers food as well), I find that because the reason that this documentary was made was to ultimately sell burgers, the pretenses of this visit were not pure. In fact, I see them almost as a means of imposing American culture upon these people who have, for various reasons, been resistant to cultural change.

When considering the campaign as a whole, and deciding how I would modify it to make it less ethically questionable, I would first consider if utilizing people from cultures who have no exposure to advertising is an ethically sound thing to do, and then consider conducting a fictional taste test that is completely hyperbolic, yet portrays realistic American subcultures. I think doing a humorous spot that plays on popular subcultures within America, like different fan groups, could be just as effective and could even include a supplementary “documentary” the same way this campaign does. Additionally, if the advertising team deemed that using different cultural groups was ethical, I would suggest that only the documentary was created, and not the commercials. As I said before, the commercials misrepresent the cultures and opinions of the people they depict, and could lead Americans to buy a product on false pretenses.

 

2 years ago · 0 notes

-Insert Sappy “Why I’m trying to be in advertising post here”- 

I’m not saying that you always know what you want to do with your life subconsciously, but sometimes you do. And sometimes you fight it. 

When I was a sophomore in high school, I took the pictures above my first time in New York City. At the time I wanted to be a fashion designer, and was checking out NYC in order to visit the Fashion Institute of Technology. Never the less, something about that aspiration seemed a bit off to me, even then. You would think that as an aspiring fashion designer I would roam the city, snapping photos of fashionista and praying in the fashion district, but for some reason, I was captivated by the ads in Time Square and all I could say to myself is that one day, my work will be on the side of a building. 

I had no idea that the next year I would fall in love with graphic design after enrolling in my first art class, and that I would apply and be accepted, into design schools, only to want desperately to switch into advertising. 

This isn’t one of those prophetic, closed ended posts about being exactly where you should be, because who knows where life will take me, even now as my goal of becoming an art director is full in motion. All I can say is that somehow, I think we eventually end up where we’re supposed to. 

Here’s hoping I’m not far from that point. 

2 years ago · 0 notes

offmytitsonhappiness:

Can we just stop and appreciate Nicki Minaj’s face for a moment. She looks genuinely very concerned for Josh here, like she thinks he was actually in an arena full of kids trying to kill him, and is confused as to why no one else finds this as shocking as she does.

2 years ago · 612,508 notes · Source · Reblogged from ifidontjust

The Naked Cowboy Sold Out

Or so you could say. Spring break was kind to me. I spent it all at SXSW, both working as a volunteer and enjoying my perk from said work. As a side note, if you’re an Austinite (or even from the surrounding area), I would highly suggest you check it out. 60 hours of work seems like a lot for a badge, but when you’ve got nothing else to do during spring break, and you consider how rewarding it feels when you’re done, its well worth it. 

ANYWAY, like a lot of other conferences (and music events for that matter), SXSW is hightly attended by interactive geeks, film buffs, and music heads from all around the world, so its only natural that corporate sponsors, and just local advertisers, would shell out big time and pull out their big guns in terms of advertising campagins. Doritos Unveiled their new JACKED chip during the music portion of the festival (You can expect a post about this from me tomorrow because let me tell you, I’m less than thrilled with this one), Google dominated Rainy Street in order to create a 21 and up hangout known as the Google Village, Nike promoted its FuelBands like crazy, and CoolSculpting… well. Cool Sculpting made their presence to the Austin community in a big way. 

To be honest, I’m still trying to decide if I liked what they did, but they sure did it, regardless. I’ve been seeing teaser billboards all around town like this for about a month, but I never had the self efficacy to check out what they do. Then I saw this: 

   

**This picture is not mine. Please refer to the Dallas Observer Blog for the source**

I was walking down sixth street when I was greeted by what looked like an army of Naked people, partying around half naked mannequins. And lead by the Naked Cowboy of all things. That’s right. THE New York Naked Cowboy. 

From a concept perspective, I’ve gotta give it to them. I don’t think there was one person who hadn’t heard of their brand after they were SXSW was over. I know exactly what benefit they want to give me if I use their service. The only thing I wonder about is… 

Did they think about the poor children who’d be there? #myeyesburn

2 years ago · 0 notes

Rudy looks EXACTLY like I did as a child. 


And we’re still Dopplegangers. What up!?

2 years ago · 132,145 notes · Source · Reblogged from ifidontjust

ifidontjust:

ruinedchildhood:

Raven was the original Nicki Minaj.

oh my god

2 years ago · 700,631 notes · Source · Reblogged from ifidontjust

I like my ads how I like my food. Organic. 

Well, that’s only partially true because I don’t always eat organic food, but I hope you get the idea. An ad better be believable, or it better not be at all. I was talking with one of my friends at work the other day, and we started sharing videos. I first showed him this one, which is easily (hipster moment) my favorite video this week. 

If you haven’t seen this guy sings his Sonic order, watch it now. It’s life-changing. When I showed my friend he agreed. At the very least, it’s moodchanging. I was having a bad day when I first watched it, so now every time I want to cheer myself up I play it a few times. And I may or may not be able to sing the entire thing by heart [Insert shifty eyes here]. 

This isn’t an ad. But as I say with all the really “awesome” videos I post, it has the potential to be. Think about it: I might want to go to Sonic after seeing this. Why? Because the this guy thought Sonic was cool enough to sing his order there. He could have done it anywhere else, but he chose Sonic. That says something. The lady on the other end of the kiosky thingy is really nice and friendly too, despite this mans {albeit, entertaining} antics. That says something too about their customer service. He also orders a variety of food, which could ultimately make you hungry enough to get in your car and drive to Sonic right here and now. But don’t. Because then you’ll miss my point. A good ad should make me feel like this viral video does. And I’d like to argue that most of Sonics ads do, because they feel like this. They at least make me feel a lot better than the heartburn I’ll get from their food. 

Now watch this. 

This is genius too. But I only want to show you this because it led us to talking about this video: 

I really liked this guy’s spunk to. If you don’t feel like watching this too (I understand), it’s a man who improves songs about the people he “meets” through chatroulette. At about 1:35, the girl he’s singing to types “Pro”, to which he said, ”A pro, someone who makes money for what they do, and in that sense I am not at all…” 

BUT WAIT. Yes you are. Because, as the main video shows, T mobile does pay you to do their ripoff commercials. Hense what I mean by NOT ORGANIC. This man had a concept, an idea if you will, that has nothing to do with TMobile, airports, or cellphones at all. He was making people smile by singing a personalized song to them. T-Mobile decided to hire him for their “Homecoming” commercial, in which this guy sang to people coming out of the airport. I guess the idea was to make them smile? I guess the idea was that people could share this kind of moment via a T-mobile phone, and I guess the idea was that since T-Mobile’s slogan is “Life’s for Sharing” it created a moment that was shared by the people there, and would ultimately be shared online. But I don’t get that right away. All I want to know is “Why the hell is the chat roulette guy singing in an airport?”, on a huge T-mobile PINK piano no less. It makes no valid sense. It is forced because T-Mobile was trying to capitalize on a youtube video that got 10 million views, and that, my friends is the definition of inorganic. 

Speaking of which, I could really go for an artifical flavor “cherry limeaide” right about now. A large one. Sonic anyone? 

2 years ago · 0 notes