Blog 12.3: Golden Ticket
Blog 12.2: Burlington Suits
Product – Burlington Suit
Price – $99
Place – Eden Prairie, Fitness 19, Channel 45, at 11am on 3/28.
Promotion – This promotion is a commercial for Burlington’s Suits. A sister and brother are window shopping and the brother stops to say, ” I want to look great for your wedding sis, but $350 is a little steep.” She responds excitedly, ” You can get the exact same suit at Burlington for $100.” She freaks out and gives him a bug hug. I think they are trying to depict the typical hysteria a bride-to-be goes through in wedding preparations.
Industry – Retial. Clothing. Hospitality.
Describe the Target Market –
This promotion is targeting young adults who are looking for brand name work clothes, or wedding attire, but cannot afford the typical price. Burlington’s message is not complicated and they convey that. “You can buy the exact same thing at Burlington for more than half the price.” Same quality, better price.
Does it work? I think that the messaging is simple and clear which is good. However, I don’t think this commercial depicts the target market accurately.
Blog 12.1: Dominos
Product – Dominos Hand Made Pan Pizza
Price – $7.99
Place – Eden Prairie, Fitness 19, Channel 45, at 11am on 3/28.
Promotion – This promotion is a commercial for Dominos hand-made pan pizza. The commercial starts out by showing a clip of an old Dominos pizza commercial that way talking about how fast Dominos could get the pizza to your house. Than a store owner shuts off the t.v. and explains, “Dominos used to be all about speed. Not anymore. We are slowing down to make our hand mad pan pizza.” He continues describing the different product attributes as the camera shows an employee in the Dominos kitchen hand sprinkling the cheese, pressing the doe, and placing it in the oven. The store owner comes back onto the screen to conclude the commercial by saying, ” it’s not easy for us to slow down, but its the right thing to do.”
Industry – Food Service. Retail.
Describe the Target Market –
This promotion is targeting families who like to order pizza, but are more concerned with the quality of pizza than the quick delivery. This whole promotion is centered on quality. Dominos is shifting their marketing mix from place to product. Dominos is listening to their consumer and is adjusting their marketing model to meet the needs of the consumer.
Does it work? Yes. Consumers generally appreciate when a company hears their suggestions and takes corrective actions. It tells the consumer that the company cares about what they think and they feel like they are contributing to the brand.
Blog 11.4: Old Navy Jean’s Sales
Product – Old Navy Jean’s Sale
Price – Adults $19, Children $10
Place – Eden Prairie, Fitness 19, Channel 45, at 11am on 3/27.
Promotion – This promotion is a commercial for Old Navy that has the same airplane theme as the past Old Navy commercial that I reviewed. A couple of kids that are around the age of 10 approach the front of the all white plan in fashionable clothes smiles and take their seat at the narrator begins to speak. “This plane is full.. of stylish jeans.” As a man opens up his overhead bin that is filled with nicely folded jeans and two models in jeans come down the center aisle of plane like a runway. The flight attendant proceeds to ask the gentleman if he is okay being seen with such great jeans anywhere he goes. A beep, like the sound of the seatbelt sign rings, as the screen shot looks at the sign that says, “Smokin’ Hot jeans.”
Industry – Clothing. Retail.
Describe the Target Market –
This promotion is targeting young families who want a one stop shop for everyone in the family to buy clothes. This family cares about being stylish, but cannot afford high-end jeans. The colors in the commercial are very modern, clean, and crisp. This is a strategic target at individuals who are attracted to such attributes.
Does it work?
Yes. I like how Old Navy is releasing a consistent theme in their new commercials with the airplane, but have a different spin on it every time. The white airplane looks really modern and new.
Blog 11.2: Digorno
Product – Digorno Pizza and Bread Sticks
Price – Typically $8.49 on sale for $6.99
Place – Bloomington Cub Foods at 11:30 am.
Promotion – This was a pizza breadstick combo that I saw in the freezer in the pizza aisle at the grocery store. The packaging stuck out to because it was so large. The box is red a light yellow with a pepperoni pizza warm on the left and breadsticks to the right. It sticks out among all the other pizza packages that are smaller and just have a pizza on the front. I bought it, even though it was expensive because it looked interesting and delicious. Digorno likely invested more into this packaging to woo customers to this item. I thought that it was an example of co-branding, but both the breadsticks and pizza are made by Digorno.
Industry – Food Service. Consumer Brands.
Describe the Target Market –
This promotion is targeting individuals who are more particular about their pizza and are willing to pay a higher price for it. Additionally, it is likely that Digorno watched pizza sales to see what other items consumers would purchase in coordination with pizza. Breadsticks is likely an item that people purchase with pizza. This consumer likes pizza and breadsticks together.
Does it work?
Yes. The packaging is unique and large and the picture on the front stands out among the other noise on the shelves.
Blog 11.2: Le Cordon Bleu
Product – Le Cordon Bleu Cooking School
Price – The commercial does not actually mention the dollar price.
Place – Eden Prairie, Fitness 19 on Wednesday 3/27 at 11Am on channel 45.
Promotion – A chef dressed in all white in a kitchen taps the screen with his wooden spoon and says, “Hey you! Yea, I am taking to you. Why are you still sitting on the couch? You know you could be out there cooking for a living.” He proceeds to talk about all the benefits of doing what you love for a living and explains that if the viewer calls now they will be provided with a cookie career guidelines handbook to see what it is really like to work in that industry. The last screen has words and a telephone number as a narrated voice reads the number out loud and repeats it again.
Industry – Education. Hospitality. Cooking.
Describe the Target Market –
This promotion is targeting individuals who love to cook, but do not have the motivation to go to school for it. This commercial is probing these individuals to do something about it and to go get a degree in something that they will love.
Does it work?
Yes. The commercial used an attention grabber at the beginning to stand out among the noise of the other commercials, by having the chef tap the screen and talk directly to the viewer. The actual commercial is not high quality, but it did stand out among the surrounding noise.
Blog 11.1: StateFarm
Product – StateFarm Insurance
Price – The commercial does not actually mention the dollar price. However, the promotion is featuring a 40% discount on auto insurance.
Place – As I was surfing the web the other afternoon (3/21/13) this advertisement was the headline at the top of YouTube.
Promotion – A standard bright Red rectangle with White bold letters positioned under the StateFarm logo. To the right of the box the text says, ” Finding discounts up to 40% on auto insurance feels a bit like magic,” with a link below headlining, “Get a quote.” To the left side 0f this rectangle is a video commercial playing. In this commercial there is a Grandfather sitting in the kitchen with his grandson and granddaughter playing a game. The grandfather continues to converse with them and wonders where all of his pocket change went. The grandson gets a really guilty look on his face as his sister proceeds to shake his hair with then drops what seemed like millions of quarters onto the table. The whole commercial is based on the theme of getting your money back.
Industry – Auto. Insurance. Banking.
Describe the Target Market –
This promotion is primarily targeting individuals who currently are not satisfied with the amount of cash output that their auto insurance provider demands. This commercial has a light, home-centered, family friendly feel. StateFarm likely used a old man in this commercial to represent company heritage and long standing quality service.
Does it work?
Yes. I felt that the positioning of the message was very eye catching. It was hard to miss a bright red rectangle headlining the YouTube home page.
Blog 10.4: Xfinity Comcast
Product – Xfinity Comcast
Price – The commercial does not actually mention the dollar price. However, the promotion is trying to convey the quality of upgrade and the additional ease of use one will experience with an upgrade.
Place – I watched this commercial during a break on channel 5 news on Monday evening at the gym.
Promotion – A black and white screen showing an overview of a home at night. An automated voice comes on and says, “upgrade to xfinity Comcast in 3…2…1…” The whole screen zooms into the computer with flying pixels in color and light piano music building a happy tension. The screen makes the viewer feel like you are in the milky way. Screen shots of CNN news, a little girls recital, and different life happenings appear. An automated voice closes the commercial by saying, “Welcome to the fastest internet screen. More of what you love… instantly. Welcome to Xfinity.”
Industry – Television. Production. Computer Science. Hospitality. E-commerce.
Describe the Target Market –
This promotion is primarily targeting males who value fast and high quality internet. The commercial is appealing to the tech savvy market that place a large emphasis on a modern and most up-to-date television experience. This commercial is targeting these individuals, who additionally have high family values. For example: they love to watch videos of their children growing up and such.
Does it work?
Yes. I felt that the commercial was very modern and made me instantly believe that the internet quality was high and fast because of the professionalism and tech “savvyness” of the commercial.
Blog 10.3: AndroGel
Product – AndroGel
Price – The commercial does not actually mention the dollar price. However, the promotion is trying to convey the ease and value of the testosterone that this gel with give you.
Place – I watched this commercial during a break on channel 5 news on Monday evening at the gym.
Promotion – A man who is in his 40’s gets out of the car and starts to talk to the viewer about how his doctor told him that he had a lack of testosterone so he started to take AndroGel and saw a significant difference. Then his girlfriend from the other side of the car comes and puts her arms round him as they proceed to all these different locations on their date. During these scenes an automated voice comes on and talks quickly and in the background about all the negative side effects AndroGel can have. this continues for about 45 seconds. The viewer is watching these beautiful and romantic scenes while the automated voice gives a death sentence.
Industry – Medical.
Describe the Target Market –
This promotion is primarily targeting older males who are having issues during intercourse because of lack of testosterone. This commercial seemed to appeal to emotions, which might also be targeting females who are married to men with these issues.
Does it work?
Maybe. I am not as convinced that this commercial is rememberable or has anything unique about it. I thought it was interesting how the commercial was hoping that the viewer would be so focused on what they saw that they would not hear or drown out the automated voice talking about all the negative side effects.
I was not able to locate this commercial on Youtube, but took a screen shot of what it looks like.
chariswilson 