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.

WEEK 8 BOC: Font Project/ Champagne Supernova by Oasis

A champagne supernova in the sky Wake up the dawn and ask her why
A dreamer dreams, she never dies
Wipe that tear away now from your eye
Slowly walking down the hall
Faster than a cannonball
Where were you while we were getting high?
Someday you will find me
Caught beneath the landslide
In a champagne supernova in the sky
Someday you will find me
Caught beneath the landslide
In a champagne supernova
A champagne supernova
'Cuz we don't believe That they're gonna get away from the summer
But you and I will never die
The world's still spinning around we don't know why
Why-why-why-why-i-i

EOC Week 7: Approaches

"A spokesperson is an individual—an average person, actor, model, or other celebrity—who positively represents the product, service, or group. If the role is a recurring one, that individual becomes the face and voice of the brand or group." (Pg 7, Advertising by Design)

Celebrities have been a major impact on companies. Companies use celebrities to attract attention to their products. Everyday we see products endoresed by celebrities. A company that I see use several different celebrities is CoverGirl. CoverGirl has used Drew Berrymore, Queen Latifah, and several others. Using celebrity endorsments can attract a certain target market the company can develope or "get into". Also celebrity spokespersons today have been coming from alot of reality TV shows, which alows companies to be at a lower budget when advertising.


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EOC :Week 6 Name of Product : slogan pitch

Cadillac is well known automobile sales, but they have not been able to get a good slogan. With Cadillac as well known as they are, they haven't had very many good slogans. They haven't had anything memorable for me to need one, although I have always wanted a Cadillac CTS since I can remeber. The idea I have some what came up with is "Let the Luxury Take you for a Drive."

I would like to come up with a few more that are more catchy. The previous slogans they have had dont lure the customer. Cadillac is mearly known buy quality, durabilty, and luxury. Cadallic has always had leather seats, automatics, and for most part are very spacious. Another possibilty is similar, "Let the Quality luxury of a Cadillac take you for a drive." Or "Roll out in Luxury." "Style and class is your drive." Doing more research on the past cadillac ads will allow me to come closer for an idea.

WEEK 6 BOC: Allen Scherman

BOC : WEEK SIX Allen Scherman

Chim Chim Cheree

Lyrics by Allan Sherman

(Parody of "Chim Chim Cheree”, from the movie "Mary Poppins")
http://www.youtube.com/watch?v=te_Nv3lMUnA

 PIc-O-Pay-toothbrush

Fluoristan- toothpaste

Hexachlorophene- baking soda

GL-70- mouth wash

Dermasil-bath scruber

Vitrol-D- cologne

Lanolin wave- oil hair

Boo-boop- Razor

Tufsyn- rubber

Retsyn- spearmint

Acrylan-  disinfectant

Marfac-marine facility

Melmac- plastic

Orlon- textile clothing

Korlan-tropical fruit Southeast Asia

Accutron-watch

Teflon- non stick spray for cooking

Ban-lon- yarn clothing

Blue Magic whitener- laundry detergent

Fastback- car/Mustang

Wide-track-music player

Autronic Eye- headlights

Platformate- gasoline

It goes two miles more- car battery

Nasograph- nose measurer

Naugahyde- vinyl coated fabric

The giant who lives in the washing machine- liquid laundry detergent

Jolly and green- green bean guy

Tiger who causes my gas tank to flood-  fuel company Esso gas

Handsome white knight-stain remover

Man with the eyepatch- Hathaway man

That nut who flies into the front seat for hertz- you

EOC Week 5 Favorite Superbowl Commercial

My favorite Superbowl commercial is with Betty White. I love how they bring a celebrities into commercials, especially good traditional ones. (http://superbowlads.fanhouse.com/2010/snickers-betty-white/)http://superbowlads.fanhouse.com/2010/snickers-betty-white/

This commercial was for Superbowl 2011 for Snickers. I love it because Betty White is so old school and Snickers is and also Football as an all American sport, the three united together made a great impact for Snickers. I think the concept of funny, and celebrity endorsing a new Snickers product was genius. I still have yet to try the new Crunch Snickers that was advertised. I highly enjoy Snickers Ice cream bars, regular Snickers, Almond Snickers, Snickers Bites, and Snickers Ice cream cones. I cant wait to see what Snickers will come out with next. Over the years they have been really successful at bringing a new Snickers product out, to keep the product innovative and new.

EOC Week 4: Jerry Della Femina

Jerry Della Femina, I never heard of him before today's class. A brilliant but crazy man. Jerry always understood FUN. If it wasn't fun or exciting the consumer wasn't going for it. Along with fun came sex, alcohol and long days of partying collaborations.

 USA Today described him as, "The most colorful creative guy in an industry full of colorful creative guys."
Jerry is a very creative guy. Since I have started my college career I have been interested in advertising and the way effects different markets. Advertising is how a product is noticed. It's very interesting that consumers are effected by advertising and their purchase choices. I have always been amazed as to how they sell stuff you usually wouldn't want to buy, but because the way it is advertised it makes you want it. 

"In the staid world of advertising, Jerry Della Femina was something new: the self-created personality." (http://observatory.designobserver.com/entry.html?entry=14668)
I would like to think I have a self created personality. I think with this in mind, that's the idea Jerry wants. He wants to get it your personality, get into the consumers mind elements. These are strategies that Jerry uses to get the consumers lured in and wanting to know what is great about the merchandise.

"That's great advertising when you can turn Chicago into a city you'd want to spend more than three hours in." Jerry Della Femina (http://www.brainyquote.com/quotes/authors/j/jerry_della_femina.html)
This alone sends the message that Jerry can do amazing things and truly inspires people to buy and advertise like geniuses! Its just a saying but it's uniquely clever like everything he has done. After learning of Jerry Della Femina, I have gained even more interest in advertising. I think advertising and fashion are a united couple, I would like to see more of Jerry in new fashion advertisers in the future of fashion or any retail market.

EOC WEEK 4: Interveiw with Kevin Roberts

 "Lovemarks, an idea that has transformed the conventions of brand marketing." (Advertising by Design, pg 63)  Kevin Roberts is an amazing leader in advertising creation. Lovemarks is offered in 28 different languages and also has built emotional connections to branding. Kevin Roberts built empires off of emotional connections.
"At the heart of Lovemarks are three elements: mystery, sensuality, and intimacy."(Advertising by Design, pg 63) JC Penny's was a great example of a company that with the help of Kevin Roberts was a company that transformed into what was once a company going under to a company that can now relate to the average housewife. Kevin Roberts continues to inspire and get ideas from everyone and thing.

May'10/Chicago, USA

Listen to the Music http://www.lovemarks.com/index.php?pageID=20022&_fr_collectionid=8&_fr_collection1id=269

In this article it gives an overview of where Kevin stands today. He is still highly motivated in everything he does. In this first paragraph it explains the importance in consumer decision today. How consumers are effected today and can be effected in the future.
"In this keynote presentation at the Sweets and Snacks expo in Chicago, Kevin Roberts shares five ideas to help those in the industry be empathetic to both the realities around them and life through the eyes of the consumer. He covers key ways to get to the future first in the people-powered economy, through delivering Priceless Value, Emotion, Participation, Lovemarks, Shelf Back thinking and Purpose."

"Of course the consumer has already moved on. While we’re dealing with a world that is complex, uncertain, volatile and ambiguous, the consumer has already reframed VUCA as Vibrant, Unreal, Crazy and Astounding."
Read the whole article its very interesting.  (http://www.lovemarks.com/index.php?pageID=20022&_fr_collectionid=8&_fr_collection1id=269)