independent and international‚ privately-owned advertising agency which headquarters are located in Mmidtown Manhattan‚ New York City. The company was started in Europe and made a mark in the United Sated by promoting European products‚ such as Absolut vodka and Evian water. The agency was founded in 1970‚ surprisingly in France by William Tragos‚ Claude Bonnange‚ Uli Wiesendanger and Paolo Airoldi. The agency ’s name was derived from the initials of the four founders ’ last names. The founders hoped
Premium Advertising Marketing
Above the line (ATL)‚ below the line (BTL)‚ and through the Line (TTL)‚ in organizational business and marketing communications‚ are advertising techniques. In a nutshell‚ while ATL promotions are tailored for a mass audience‚ BTL promotions are targeted at individuals according to their needs or preferences. While ATL promotions can establish brand identity‚ BTL can actually lead to a sale. ATL promotions are also difficult to measure well‚ while BTL promotions are highly measurable‚ giving marketers
Premium Data mining Marketing
INtroduction Packaging is now generally regarded as an essential component of our modern life style and the way business is organized. Packaging is the enclosing of a physical object‚ typically a product that will be offered for sale. It is the process of preparing items of equipment for transportation and storage and which embraces preservation‚ identification and packaging of products. Packing is recognized as an integral part of modern marketing operation‚ which embraces all phases of activities
Premium Packaging Unit load Authentication
[pic] Example of Brand Positioning: The case of Smirnoff Vodka: When Smirnoff entered the American market it was competing with anther brand that was cheaper. Instead of matching a lower price‚ they actually raised the price to reinforce their position as a quality brand and invested the extra revenue in promoting this main point of difference. This strengthened Smirnoff’s position and they are now the best-selling vodka brand in the world. Strategy and Tactics Lautman (1993) suggested
Premium Brand Marketing Brand management
solving communications objectives The CAN Elements of Creative Ads Connectedness (relevant & empathetic) Appropriateness (consistent & coherence) Novelty (creative & simple) 7 © 2010 South-Western‚ a part of Cengage Learning. All rights reserved. Absolut Vodka (novel & appropriate) Creative Copy 8 Means-End Chain The value orientation is the driving force behind the message and Ad execution. Every
Premium Advertising Brand Graphic design
Category–Dominance Orientation • Generic • Resonance Pre-emptive • Emotional USP STRATEGY Source: www.phillips.com.au BRAND IMAGE STRATEGY Source: http://www.vivrocks.com/inspirational-designs/ads-are-mad-episode-1-25-absolutely-brilliant-absolut-vodka-print-ads/ RESONANCE & EMOTIONAL STRATEGIES Source: www.kingfurniture.com.au Source:
Premium Advertising
Alecia Nadzan #192634 Image Analasys Lichty MTD Damien Hirst: The Tranquility Of Solitude (for George Dyer) The Tranquility Of Solitude is a three dimensional work of art by English contemporary artist Damien Hirst‚ debuted in 2006 at the Gagosian Gallery in London. Hirst uses dead animals in his “fineart‚” something that once shocked the art world. Is this “artwork” an ostensible farce operating on shockvalue alone? Or‚ could a lasting meaning to be derived from the artists creation make a
Premium Edgar Allan Poe Short story Gothic fiction
dreams. Advertisements are created because companies want to show why we should by that particular product and how it will be beneficial towards our lives. By having images of a young‚ beautiful woman laughing‚ surrounded by friends and with Absolut Vodka in hand‚ it portrays an image that we too can become popular and confident if we drink alcohol. Not only does it send off a bad message‚ it shows how advertisers
Premium
Advertising to Youth Consumerism Mark Abram’s book “The Teenage Consumer‚” was the first influential sociological study of youth culture. Abrams was a market researcher and his book was an empirical survey of a new consumer group that had emerged in the 1950’s. This new consumer group was commonly referred as ‘youth culture‚’ which was associated with working class males. Abrams suggested that youth culture developed in the 50’s as a result of the wealth of the decade. Abrams focused his research
Premium Sociology Advertising Marketing
shirt. He’s going to meet an American investor at a KFC restaurant‚ for a Coke. After lunch‚ they stop for a Baskins-Robbins (actually a foreign firm) ice cream sundae. --- OK‚ that’s a stretch. When he gets home‚ sitting on an ottoman‚ he has an Absolut vodka nightcap‚ while listening to American country western music.” This has become the normal lifestyle of an individual in the globalized era. This may sound very simple and usual to a normal man but for creating this environment lot of companies
Free Globalization