EOC Week 8: Font Slogans

"Let the Quality luxury of a Cadillac take you for a drive."
"Style and class is your drive."
"Roll out in Luxury."
"Let the Quality luxury of a Cadillac take you for a drive."
"Style and Class is your drive."
"Roll out in Luxury."
"Let the Quality luxury of a Cadillac take you for a drive."
"Style and Class is your drive."
"Let the Quality luxury of a Cadillac take you for a drive."
"Style and Class is your drive."
"Roll out in Luxury."
"Let the Quality luxury of a Cadillac take you for a drive."
"Style and Class is your drive."
"Roll out in Luxury."
"Let the Quality luxury of a Cadillac take you for a drive."
"Style and Class is your drive."
"Roll out in Luxury."
"Let the Quality luxury of a Cadillac take you for a drive."
"Style and Class is your drive."
"Roll out in Luxury."
"Let the Quality luxury of a Cadillac take you for a drive."

"Style and Class is your drive."
"Roll out in Luxury."
"Let the Quality luxury of a Cadillac take you for a drive."
"Style and Class is your drive."
"Roll out in Luxury."
"Let the Quality luxury of a Cadillac take you for a drive."
"Style and Class is your drive."
"Roll out in Luxury."
"Let the Quality luxury of a Cadillac take you for a drive."
"Style and Class is your drive."
"Roll out in Luxury."
"Let the Quality luxury of a Cadillac take you for a drive."
"Style and Class is your drive."
"Roll out in Luxury."
"Let the Quality luxury of a Cadillac take you for a drive."
"Style and Class is your drive."
"Roll out in Luxury."
"Let the Quality luxury of a Cadillac take you for a drive."
"Style and Class is your drive."
"Roll out in Luxury."

  

Analysis of Project in the Real World

"Advertising is used in a free-market system to promote one brand or group over another. Most competing brands are of equal quality—that is, they are parity products or services. For example, most shampoos in the same price category (perhaps even across price categories) use similar ingredients and provide equivalent results. That said, effective advertising could persuade you that a particular brand is better or more appealing than the competition." (Pg. 3, Advertising by Design)

Cadillac has for many years what other car makers have done. The thing that Cadillac has done different has made a product that has outlasted with quality. Quality of a product increases its consumer intake. Cadillac has done just that, provided excellent quality. My campaign will make the markets that Cadillac doesn't focus on stand out. An older version Cadillac stands out, people love the high-class old school look of the old fashioned Cadillac, but love the new innovative ideas Cadillac has come up with. They still maintain a family value with their larger model vehicles. They maintain a hip edge with their fully loaded high tech sporty vehicles. Last but not least Cadillac has something for everyone!
"An advertisement (or “ad”) is a specific message constructed to inform, persuade, promote, provoke, or motivate people on behalf of a brand or group. (Here, “group” designates both commercial concerns and government agencies and nonprofit organizations.) An advertising campaign is a series of coordinated ads, based on an overarching strategy, connected by look and feel, voice, tone, style, imagery, and tagline, where each individual ad in the campaign can also stand on its own. (Pg 3. Advertising by Design)

"An integrated ad campaign involves various media and might include broadcast, print, interactive, and other screen-based, out of home, and unconventional media." (Pg 3. Advertising by Design)
Hopefully my ad will appeal to any target market and is simple enough to stick. I feel that the 2 page full ad attracts the eye and stands out. I also think the added flyer to come to the nearest local dealership and test drive a New Cadillac allows for local sales and business for Cadillac. The added center flyer also adds to the exclusivity of a VIP, making you feel specially invited. This will also allow for future marketing to potential customers.

Creative Content

There are other ways to promote, though. (Other Ideas for Promotion) If you are going to go beyond television, figure out:
.

·      Who will be involved in the promotion?

Magazines such as Sports Illustrated, GQ, Redbook, and Better Home and Garden. The magazines listed are just a few I feel will work. The ad will involve an older model Cadillac, pictured only will be the grill in black and white. Also a magazine insert will be in the centerof the ad.
Also the Cadillac dealerships will be involved as well, they will be the ones hosting the event of the VIP Cadillac Test Drive event, with food and giveaways.
"The main verbal message is called the line or headline. Most people refer to this line of copy as the headline, because in the early days of advertising it usually occupied the top of the page."
(Pg. 210, Advertising by Desisgn.)
The headline will say "Buy a piece of history" "Luxury and quality through the years."
"The main visual message is called the visual or image. Together, the line and visual should communicate and express the advertising message." (Pg 210, Advertising by Design)

·      When will it happen?

After school starts in October through February to involve the holidays of giving and receiving! Plus it will allow for a whole year of Cadillacs to pull up to schools and get the brand in the children's eyes as well!

·      How often will you hold a promotional event?

Cadillac should hold promotional events at least 3 times a year. It is a proven fact that when companies host events the public notices and then the word about the product gets out as well.

"Certainly, everyone wants to create imaginative, effective advertising—fresh work that hasn't been done before, ads that make people watch and then act, solutions that make other creative professionals say, “I wish I had thought of that!” Creating the “same old” won't grab anyone's attention."

(Pg. 107. Advertising by Design)

This is important because during this whole project I kept on thinking of things that were already donre or similar to stuff thats already done. It is very hard to create something totally original, especially now days when there are so many creative people in the business.

Promotion

"Often, a real-life problem (a headache, mortgage mismanagement, being overweight) is dramatically depicted." (Pg 118. Advertising by Design)
Real life experiences help a consumer identify and relate to a product. It helps them understand or become a part of the products offerings and then feel a need because it specifically relates to them. This all comes into play with promotion. In promoting a product you have to figure out what the customers wants are and make them need the product. Generally they don't really need the products they see, but after using them they feel the need and will keep purchasing or referring to others about how much they need or use the product. That's why they call it a "Slice of Life". (Pg 118. Advertising by Design)
The promotion will be done in print ad, as a 2 page layout and will have a small insert with a VIP invite to go and test drive a Cadillac at your local dealer you will receive special guest treatment with appetizers and spirits plus a free give away. ( T-shirt or Keychains)
This will get the word out to the younger generation. Also it will get people in to see the product, and hopefully getting them to purchase will be the major hit.

The Big Idea

The big idea is the concept that will set your campaign apart from the rest. What will you do to attract customers? The key is to find something that will be popular with a wide range of customers and clients and doesn't have to change constantly.

"Buy a Piece of History."  My big idea is a new slogan for Cadillac and also maybe a branded image they could use. In the campaign it will be a magazine 2 page spread with a mail back flyer to enter a contest when you go and test drive a new Cadillac and you receive a gift. Each dealership will offer food and spirits too on the day of the event.
The ad campaign will show an old Cadillac back and with a grill shot of the car, full page, and the Cadillac logo on the right page within the grill. Its the actual emblem on the grill. Then the flyer in the center to mail in to receive your VIP invite to test drive the Cadillac and receive a Cadillac bumper sticker and special offers per dealership. hopefully the ad image will be attractive to the customer and hopefully bring customers to the dealerships to test drive and buy a Cadillac.

"First thoughts should be worked and reworked, leading to more mature thoughts."

 (Pg. 72, Advertising by design)

In the end I want to attract more target audiences such as the Hip Hop, all American wealthy parents college student, Latin, and African American, groups and segmented groups within those. Those are just a few of other markets I believe are a large part of Cadillac's sales.
"An advertising idea— or concept—is the creative reasoning behind a solution. The concept determines the resulting message: what you say and how you design." (Pg 68. Advertising by Design)

Competitive Analyses

· How do they draw customers and clients?
Cadillac already is a well known brand for quality. Cadillac sells it self they have such a common household name for class and style as well. This campaign will allow us to remember the days of classic cars and how Cadillac has been there through the years.

· What amenities or facilities are offered that you don't have?
Office Space. Marketing software and technology.

· What challenges are they facing?
Price competitors and younger innovated people working for them. Cadillac has an old fashioned feel all around even their employees.

· How do they plan on improving?
Cadillac can improve by hiring new young innovated marketers. They need to be aware or their target markets. They actually appeal to more markets then I think they are aware of.

It is important to learn as much as possible about the brand or group:

• > What makes this brand or group (organization, company, any entity) unique?
• > What are the functional and the emotional benefits of the brand or group?
• > How does the brand or group compare to the competition? Is the brand or group a category or industry leader? In second place? A newcomer?

 (Pg 16. Advertising by Design)

These are all questions that should be asked when thinking of what ad or market is going to represent. Then you have to ask yourself in the end after you put the add together, does it meet all the intended markets, ideas, and the goal of the campaign, does it appeal to the consumer and give the meaning? You have had to to make sure you found the proper target markets for the ad as well.

“Consumer advertising also can be held to ethical standards. When clients and agency professionals are aware of what is unethical and keep to standards of fair practice and social responsibility, then we can have ethical advertising. There is no exit from social responsibility—everyone is accountable.”

(Pg 14. Advertising by Design)

Although Cadillac has maintained quality over the years, the have changed there luxury style. I can think of many ways Cadillac can appeal to other groups of target audiences but they also have a report of the current audience to keep up. They have always held a modest image, working classy image, rich and luxurious image. which makes for a challenge in this ad campaign.

Cadillac: Slogan

“From engaging in public service to choosing goods and services, advertising calls people to action.”(Pg 1. Advertising by Design)

1905 You Can Kill a Horse but not a Cadillac
1911 Every Cadillac is a Dewar Trophy
1937 Cadillac Shows the World ...how truly magnificent a motor car can be!
1952 It's a "Who's Who" of the Highway!
More Eloquent Than Words!
1953 Those who want the finest want - the Standard of the World!
Cadillac car is one of the soundest investments in the automotive world!
1955 They'll Take The Cadillac Tonight!
1957 It Gives a Man a New Outlook... Cadillac
Finest Expression of Motordom's Highest Ideal!
Magnificent Beyond All Expectations! - Cadillac
1958 It Outsteps It's Own Great Traditions!
1959 In a realm all its own ... Cadillac
A New Realm of Motoring Majesty! - The 1959 Cadillac
Cadillac - a new measure of automotive supremacy
Cadillac ... the new measurement of greatness
Cadillac ... universal symbol of excellence
Cadillac ...World's Best Synonym for Quality!
1960 Unique acclaim - even for a Cadillac
1961 The new Cadillac is so practical to own and so economical to operate that it is acknowledged motordom's wisest investment.
1966 Go West Young Man ... in a 1966 Cadillac!

http://www.winspiration.co.uk/cadillac.htm

“Consumer advertising also can be held to ethical standards. When clients and agency professionals are aware of what is unethical and keep to standards of fair practice and social responsibility, then we can have ethical advertising. There is no exit from social responsibility—everyone is accountable.”
(Pg 14. Advertising by Design)

Cadillac tends to have had a very business and smooth luxury look. They have alot of target market they can attract to. They have had such a great distinct in branding for luxury they need to just see who they are really appealing to.