A little more than a year ago, we first reported on Coca Cola’s efforts to creatively deliver happiness from a vending machine on a college campus. I haven’t noticed any of these viral videos since this time — but apparently there have been about a dozen so far — do a search at YouTube to see more. This time a truck delivers happiness on the streets of Rio de Janiero. Also posted at Learn the 4 Ps.
Colgate Max White One excels at getting your teeth white. So the company created an integrated marketing communications program that positions a woman’s smile (and therefore its whitening toothpaste) as a fashion “Accessory.” Clever idea — see how they pull it off below. This short (2:11) video fits nicely as a creative example of positioning and marketing communications in Europe (adding an international dimension) no less. Also posted at Learn the 4 Ps.
Sorry for the late post on this topic — I was too busy celebrating the Packers win yesterday. Yes, I am a proud cheesehead.
Super Bowl advertising can be fun to show to your classes. I find it works best if I am able to make some point with the ads. Often I try to show students a couple of ads from the top of the USA Today Admeter rankings and one from near the bottom. I describe the Admeter methodology. Then I ask students which ad is better and why — recording their thoughts on the board. If no one brings it up — and usually no one does — I will ask what they think the promotion objectives are for each ad. We can then discuss the merits (and demerits) of advertising “contents” which may or may not achieve a brand’s goals.
I also point out that what is important is what your target market thinks about the ad. Given that parents are probably a target market for Home Away, Inc., they might be concerned about the reaction to their Super Bowl ad.
Here are some links:
How do you use Super Bowl ads in class? It would be great if some of you shared your ideas by clicking on the comments link below.
Oh Fortune magazine, why do you tease me so? I saw this article in my print edition of Fortune a couple weeks ago — but they always wait a bit before making it available online. Well, the wait is over and it is worth it — they even added a nice short video you could show in class. In-depth pieces on P&G often provide great classroom examples because P&G brand managers are known for conducting consumer research before developing new products. This article “Can P&G make money in places where people earn $2 a day?” (Fortune, January 6, 2011) and the short 2:45 video below describe P&G’s research efforts to learn more about the needs of rural Chinese consumers.
This offers some good examples of new product development, international marketing, and market research.
This is a really interesting marketing challenge for global cosmetics leader L’Oréal. This article and 3:52 video tell a very interesting international marketing story. Brazilian consumers have traditionally buy cosmetics (and many other products) from door-to-door salespeople. L’Oréal does not use this channel of distribution in Brazil — instead relying on retail shops. The market is actually quite large — Brazilian women spend a lot on cosmetics. But L’Oréal hopes to change consumer behavior, which is never an easy task. Most marketers are better off adapting a marketing mix to customers rather than trying to change customer behavior. Use these links to access the article, “To L’Oréal, Brazil’s Women Need New Style of Shopping” (Wall Street Journal, January 29, 2011 – non-subscribers may have to click here).
This 6:31 video shows some classic and recent examples of product placement in movies. You might enjoy showing it in class — or maybe parts of it as it is quite long — to demonstrate this promotion method.
This year our planet’s population will reach 7 billion people. This really is a stunning number and this video helps students understand it. Thanks to my colleague Shuoyong Zhang for suggesting this post.
If you use Basic Marketing, the National Geographic video below would be a great way to start class when you cover chapter 5 on “Demographic Dimensions of Global Consumer Markets.” In Essentials of Marketing (our shorter book) we cover global population growth in less detail in chapter 4 in a section on cultural and social trends. The short (2:54) video might also be used to stimulate a discussion on the implications of population growth for marketing strategy planning. The National Geographic site has more multimedia to help you understand 7 billion — see this clever (1:53) animation “7 Billion: World Party” and a terrific photo gallery (you know how terrific National Geographic’s photographers are).
This is the time of year for “Top 10 of 2010″ lists — and here is another one: “Ace Metrix Top 10 Ads of 2010” (television commercials). Ace Metrix uses proprietary software surveys 500 consumer responses to ads across a range of product categories to create an “Ace Score” for each ad. We like that the score considers each commercial’s persuasiveness and watchability.
The Samsung commercial below scored the highest. This could be used in class when you talk about market research or measuring advertising effectiveness. One way to use this in class would be to show students a couple of the highest rated commercials and ask them why they think the commercials scored well.
Here it is, the ultimate proof that advertising can work. Believe it or not, minivans are becoming cool again — and credit is going to some great advertising. You might have seen the viral video Toyota posted and featured here at Teach the 4 Ps last summer – “Toyota’s ‘The Sienna Family’ Video Catches the Viral Wave,” (June 1, 2010). Honda’s advertising for the Odyssey soon followed suit. This article, “Mocked as Uncool, the Minivan Rises Again,” (New York Times, January 3, 2010) describes the madness.
Over at the One Club (a site that promotes advertising excellence) they compiled a “Top 10″ list — the first of many I am sure — for digital advertising. Featuring everything from classics like Burger King’s Subservient Chicken and the BMW Films series to more recent efforts like Whopper Sacrifice and Chalkbot (which was new to me). Worth a look – you might get some fun ideas for class.
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