I am advertising to both genders so there will be specific channels to attract the women who make men's decisions (eloped women) and men who want a fast family car (eloped men).
For the men:
I will like my ad to be on Spike TV, News Channels, and sorting events. These are the kinds of channels that are mainly streaming their most watched shows after work. Usually the men watching after work have a job that occupies them during the day because they have families to take care of. This will maximize the target market I am going for. This ad campaign will attract successful men who want a mid-life crisis kind of car.
For the women:
I will like my ad to be on Lifetime, the Food Channel, and Oxygen. The ad is a funny commercial and it reads as follows.
A Lexus GS F is driving down a windy road down the California coast. The superman song is playing. You are than inside the car and a man is intensely driving very concentrated. When he peers next to him at his wife, there is silence. The next shot is of his wife enjoying the scenery with a classical song playing. She stretches out and looks back at her kids a smiles enjoying the new family car. The shot cuts back to the married couple gazing at each other in that silence and they smile. The next shot is of the Lexus GS F driving down the windy road with the superman song and the slogan appears, "get the bets of both worlds with the Lexus GS F".
This is a humorous way to portray the two ways this car can be perceived. To a man it's fast and speedy. To a woman its spacious and safe with a fun edge. You get the best of both worlds.
Tuesday, March 22, 2016
Week 9: EOC MOVIE COMPARED TO PRESIDENTIAL ELECTION
What is similar between this years 2016 presidential campaign is that we are having to pick between all candidates that are equally as terrifying as the dictator that oppressed Chile. Picking which presidential candidate during the 2016 election is like picking what STD you are okay with living with for the rest of your life. We are screwed.
In the movie, the main character is chosen to lead a revolutionary campaign to get a longstanding dictatorship voted out of office.
The initial approach of course was fear. People thought that instilling fear of the past would make people vote no. the main character's determination to focus on what their home would like afterwards was what he wanted to portray. He wanted to focus on the positive feelings that it would give people when considering what they wanted to vote. He felt as though feelings of good would be more memorable.
Bernie sanders is really all about making people feels good. Obviously, I am for him. He seems to be more for the people than anyone else. Unlike, Bernie, Trump supports fear to instill his votes. Though he only appeals to one target market, it is sad to learn that there are a lot of those kinds of people amongst us still.
The main character's well being was threatened multiple times during his anti-dictatorship campaign was running. Just like the movie, plenty of trump rallies have turned into violent brawls. There has even been a raise of hate crimes since his run. Anyone who opposes the fear he instills is attacked, just like the ad campaign running to vote out the dictatorship.
Pretty much choosing what presidential candidate I want is like picking what STD I'm okay living with for the rest of my life. They all kind of suck. However, if I had to choose I feel like Bernie is the best one out of them all.
In the movie, the main character is chosen to lead a revolutionary campaign to get a longstanding dictatorship voted out of office.
The initial approach of course was fear. People thought that instilling fear of the past would make people vote no. the main character's determination to focus on what their home would like afterwards was what he wanted to portray. He wanted to focus on the positive feelings that it would give people when considering what they wanted to vote. He felt as though feelings of good would be more memorable.
Bernie sanders is really all about making people feels good. Obviously, I am for him. He seems to be more for the people than anyone else. Unlike, Bernie, Trump supports fear to instill his votes. Though he only appeals to one target market, it is sad to learn that there are a lot of those kinds of people amongst us still.
The main character's well being was threatened multiple times during his anti-dictatorship campaign was running. Just like the movie, plenty of trump rallies have turned into violent brawls. There has even been a raise of hate crimes since his run. Anyone who opposes the fear he instills is attacked, just like the ad campaign running to vote out the dictatorship.
Pretty much choosing what presidential candidate I want is like picking what STD I'm okay living with for the rest of my life. They all kind of suck. However, if I had to choose I feel like Bernie is the best one out of them all.
Tuesday, March 1, 2016
Analysis of Project in the Real World
This is conventially, not a woman’s car. Whatever that means. So that is why I picked this car. It’s just so fast and just a monster of a car. This 4,034 pound sedan packs a punch in the engine considering its advancements in its Torque vectoring enhancements. Its goes 0-60 mph in just 4.4 seconds. A huge factor that I love about this sports car is the fact that you can be ecologically friendly. The Lexus GS F has Eco, Norm, Sport S and Sport S+ settings. That is four options for a transmission. I personally think it is a crime to purchase an automatic sports car, but that is not my prerogative. I am a huge fan of a good suspension. I love the practicality of Toyotas, but golly do I hate the loose suspension. I like to know that I can make quick judgements and that my car will follow suit. The Lexus GS F has a stiffer reinforced core that leaves the car feeling confident and planted under virtually all conditions. The TVD was a genuine confidence builder as were the upsized Brembo binders that match a solid pedal feel with smooth, straight and fade-free stops. But let us focus on what really caught my attention. The size of the cabin is impeccably forgiving. Usually my experience with sports cars is being jam packed in them. This car features nice leg room for its back inhabitants, and a comfy, butt hugging driver and passenger seat.
Whether brand strategy is determined before an advertising agency comes on board or developed with agency collaboration, the following must be identified for the brand, group, or individual:(page 49 of textbook)
“main touchscreen with navigation and the latest Remote Touch Interface controller, all set off with trim elements from fine leather and Alcantara to carbon fiber and piano black. The 12-speaker/299-watt premium audio system can swapped for a 17-speaker/750-Watt Mark Levinson surround sound system that also brings Clari-Fi music restoration technology, which except for the orange Brembo brake calipers, is the only other option.”
List different ways of causing the problem. Change the wording of your goal to cause the problem. Of course, then list ways to prevent the problem(s) from occurring. This tactic brings to light opposite viewpoints, issues that are not immediately obvious through a process of questioning. This turnaround offers a new perspective that might lead to a brand insight. (page 72 of textbook)
This all sounds like a great car I can advertise as it is possible to touch on every target market.
"Unconventional advertising “ambushes” the public, it appears in public or private environments—places and surfaces where advertising does not usually live, such as on the sidewalk or at the bottom of golf holes. This is also called guerrilla advertising or stealth, ambient, or nontraditional marketing." (246 of textbook)
SLOGAN
Go ahead. Load the your Kids and their backpacks comfortably into the backseat of your new Lexus GS F. As your wife sits shotgun, she admires the new family car. Drop everyone off and enjoy your alone time. We promise not to tell them how fast you drive when no one is looking.
"A historical perspective is provided online; an instructor can start there or use the history as a reference. Part I provides a substantial foundation of essential information, including an introduction examining the advertising profession; the steps in the design process and the creative brief; and comprehensive coverage of thinking creatively." (page xii of textbook)
COMPETITORS
The Lexus Gs F is a sports car that supplies a roomy cabin. With enough torque behind the engine and room for a family, this Sports car provides the best of both worlds.
Mercedes Benz is Lexus' main competitor Lexus created sixteen (16) models in 2014 and nineteen (19) models in 2015. Mercedes release nineteen (19) models in both 2014 and 2015 making them a direct competitor in their class. This disregards Audi and BMW manufacturing over twenty (20) models in 2014 and over a whopping thirty (30) in 2015.
I feel as though "effective advertising could persuade you that a particular brand is better or more appealing than the competition." (Page 2 of Online Textbook)
With a great ad campaign Lexus could begin to give a lot of Companies a run for their money.
"The BankCab program brings to life HSBC's brand position as the World's Local Bank. An iconic Checker cab is the cornerstone of the program, driving the streets of New York five days a week, offering free rides to HSBC customers. To further demonstrate HSBC's local knowledge, we orchestrated an exhaustive search for the most knowledgeable cabbie in the city." (page 53 of textbook)
How do they draw customers and clients?
Their reputation. Although BMW has been a household name for quite some time now BMW has been facing a lot of questions regarding their newer models that don't see to be standing the test of time. With a lot of electronic issues being reported, this may be the best time to educate the world on Lexus' world class expectation of quality.
"It is abundantly clear that you need roadside assistance—it is 53,000 steps to the next city, or you might have to use your kid's roller skates to get back to town for assistance. Now there is an incentive to subscribe to membership with the British Columbia Automobile Association (BCAA) (figure 5-13)." (page 87 of textbook)
· What amenities or facilities are offered that you don't have?
BMW and Lexus really go neck in neck when it comes to price point, luxury, etc. It comes down to what kind of driver are you and what do you represent. When I think BMW, I think a sporty young man or women who is young and reckless. When I think of a Lexus I think of a married Man or Woman with children who like to know they can leave you in the dust if they absolutely have to.
Sales people at BMW seemed to be a bit more brisk and pushy, when Lexus made it feel like I was buying an experience or a lifestyle. There felt to be less pressure and just an overall more relaxed feeling.
Determine a clear reaction you want the audience to have. The answer to this question should reflect the goals of the assignment as well as take into account the audience's current perceptions (relates to Question 3). (page 20 of textbook)
· What challenges are they facing?
Lexus, along with all other automotive companies are facing an ecological challenge. The need to lead the way in eco friendly product grows more and more everyday. In order to supply great products, they need to beat out the competition when it comes to innovation which is expensive. There is always a new eco friendly car and a month later a better one comes out and it goes on.
"Site structure: plan, map, and prepare content and information architecture (functional specifications) and address technological challenges" (page 232 in textbook)
· How do they plan on improving?
Lexus has been improving by giving their cars a bit more personality through widening their variety of sports cars with a lot of new additions to their engines like "jazzing up its engine lineup -- following the Audi and BMW example -- by offering a 2.0-liter turbo engine in entry-luxury vehicles and as a base engine for mid-sized vehicles. The turbo is expected to be in the 250-HP range"
"Creative thinking is the ability to stretch beyond the ordinary, to be original, innovative, and flexible. People who think creatively recognize commonalities, visualize metaphorically, modify and elaborate imaginatively, and envision the unlikely. Certain behaviors promote creative thinking, such as looking for connections, observing acutely, asking questions and recognizing problems, and being open to new ideas and methodologies." (page 32 of textbook)
With this, Lexus has recognized that their competitors have a space for their customers that prefer to drive fast a look like it, as Lexus generally caters to one target market. By adding more "innovative" and "being open to new ideas" creating more sport options will create another option for their competitors customers.
Over twenty-five years ago, marketing guru Jack Trout coined the term “positioning.” In Positioning: The Battle for Your Mind (1981), Al Reis and Jack Trout wrote that a company must create a “position” in the prospect's mind, a position that takes into account both the brand's (or group's) strengths and weaknesses as well as those of its competitors. (Page 49)
INSPIRATION
INSPIRATION
An unmarried man makes his own choices when purchasing a product.
An unmarried woman makes her own choices when purchasing a product.
A married woman makes her own choices when purchasing a product.
A married man's wife makes his choices when purchasing a product.
Four men in matching gas station uniforms opened the show singing lyrics by Buddy Arnold and Woody Kling (and set in part to Liszt's Hungarian Rhapsody No. 2): “Oh, we're the men of Texaco, We work from Maine to Mexico.” (page 121 of textbook)
To be able to appeal to the Man's eye is one thing but to be able to make the wife agree is always a challenge, especially when it comes to her husband buying a sports car.
The Lexus GS F is one thing for sure -- it's really fast. It's an extremely fun drive addictive in its suspension and luxury. It has one other appealing aspect -- it's comfortable. Usually I feel jam packed into a sports car. The fact that there is so much leg room in the back and the seats don't eat you in the front is amazing. This give the car a change to appeal to women as well as men.
I want to focus on "The Best Of Both Worlds". You can load your family up in the car. Drop off the Kids and have a fun race to work when you're alone. It's truly a win-win situation for him because he can be responsible when someone is watching, but he has that option to have a little fun when he is alone.
"Identifying the people who comprise the core audience is essential to formulating insights, strategies, and, then, relevant ideas. Many factors and criteria are evaluated when defining the core audience, for example, a demographic, psychographic, or behavioral profile. Demographic refers to the selected population characteristics. Some common variables include age, sex or gender, income, education, home ownership, marital status, race, and religion." (page 20 textbook)
When a man is test driving a car he is looking for specific things. So goes for the woman.
The Lexus GS F did it right when creating a roomy cabin as it opens the possibility for everyone to enjoy it. Man, Woman, Children alike.
"Before advertising comes a core branding idea—the idea that imbues a brand or group with character that differentiates it and builds a relationship with the audience." (Page 49 of textbook)
CAMPAIGN
CAMPAIGN
Who will be involved in the promotion?
Men, Women, Children.
Implicit in each construct must be the following markers, which are indicators for effective promotion and potential growth. (page 52 of textbook)
When will it happen?
Tv advertisements will run during Sproting Events, Real Housewives of Bverly Hills, and News Broadcasts.
Television commercials, with a few exceptions, air more than once during a period of time. (page 223 of textbook)
· How often will you hold a promotional event?
Promotional event will be held during holidays.A promotion would be held on family holidays such as Fourth Of July, Easter, etc when families like to be together. This way, being able to appeal to both sexes will be at its highest.
"Any Web site—whether informational, promotional, or a platform—has content, which is the literal communication. Any Web site is designed, which is the form. " (page 228 of textbook)
Magazines
These ads will be in all major male dominated publications. As for women's magazines I would like them to be in homemakers magazines to appeal to women who are married with children.
When planning margins for a bound book, magazine, or annual report, allow for the space needed for binding in the gutter margin, the blank space formed by the inner margins of two facing pages of a book. (page 184)
When planning margins for a bound book, magazine, or annual report, allow for the space needed for binding in the gutter margin, the blank space formed by the inner margins of two facing pages of a book. (page 224 of textbook)
Billboards
Billboards will be near all major cities to ensure that most populated areas are seeing them. I would also like to have them near construction work sites, Office Complexes, etc where working men can see the product.
advertising that is placed outdoors in paid media, such as digital outdoor screens, billboards, bus shelters, buses and taxis, and in malls, airports, subways, and at sports stadiums and arenas; also called OOH or outdoor media.
Commercial
Was explained in EOC Week 10
Conventionally, a storyboard is used to plot out the key scenes intended to be filmed for a motion picture, television program, animation, or commercial. A storyboard is a set of sketches arranged in sequence on panels that outline the key scenes or moments that make up a story. However, a storyboard format can be used for thinking through a problem, to explore its dynamics. (page 41 of textbook)
Creative Content
Magazines
These ads will be in all major male dominated publications. As for women's magazines I would like them to be in homemakers magazines to appeal to women who are married with children.
Billboards
Billboards will be near all major cities to ensure that most populated areas are seeing them. I would also like to have them near construction work sites, Office Complexes, etc where working men can see the product.
Commericial
Was explained in class during presentation.
These ads will be in all major male dominated publications. As for women's magazines I would like them to be in homemakers magazines to appeal to women who are married with children.
Billboards
Billboards will be near all major cities to ensure that most populated areas are seeing them. I would also like to have them near construction work sites, Office Complexes, etc where working men can see the product.
Commericial
Was explained in class during presentation.
Promotion
· Who will be involved in the promotion?
Men, Women, Children.
When will it happen?
Tv advertisements will run during Sproting Events, Real Housewives of Bverly Hills, and News Broadcasts.
· How often will you hold a promotional event?
Promotional event will be held during holidays.
"Any Web site—whether informational, promotional, or a platform—has content, which is the literal communication. Any Web site is designed, which is the form. " (page 228 of textbook)
A promotion would be held on family holidays such as Fourth Of July, Easter, etc when families like to be together. This way, being able to appeal to both sexes will be at its highest.
The Big Idea : Catering To Both Genders
An unmarried man makes his own choices when purchasing a product.
An unmarried woman makes her own choices when purchasing a product.
A married woman makes her own choices when purchasing a product.
A married man's wife makes his choices when purchasing a product.
To be able to appeal to the Man's eye is one thing but to be able to make the wife agree is always a challenge, especially when it comes to her husband buying a sports car.
The Lexus GS F is one thing for sure -- it's really fast. It's an extremely fun drive addictive in its suspension and luxury. It has one other appealing aspect -- it's comfortable. Usually I feel jam packed into a sports car. The fact that there is so much leg room in the back and the seats don't eat you in the front is amazing. This give the car a change to appeal to women as well as men.
I want to focus on "The Best Of Both Worlds". You can load your family up in the car. Drop off the Kids and have a fun race to work when you're alone. It's truly a win-win situation for him because he can be responsible when someone is watching, but he has that option to have a little fun when he is alone.
"Identifying the people who comprise the core audience is essential to formulating insights, strategies, and, then, relevant ideas. Many factors and criteria are evaluated when defining the core audience, for example, a demographic, psychographic, or behavioral profile. Demographic refers to the selected population characteristics. Some common variables include age, sex or gender, income, education, home ownership, marital status, race, and religion." (page 20 textbook)
When a man is test driving a car he is looking for specific things. So goes for the woman.
The Lexus GS F did it right when creating a roomy cabin as it opens the possibility for everyone to enjoy it. Man, Woman, Children alike.
"Before advertising comes a core branding idea—the idea that imbues a brand or group with character that differentiates it and builds a relationship with the audience." (Page 49 of textbook)
An unmarried woman makes her own choices when purchasing a product.
A married woman makes her own choices when purchasing a product.
A married man's wife makes his choices when purchasing a product.
To be able to appeal to the Man's eye is one thing but to be able to make the wife agree is always a challenge, especially when it comes to her husband buying a sports car.
The Lexus GS F is one thing for sure -- it's really fast. It's an extremely fun drive addictive in its suspension and luxury. It has one other appealing aspect -- it's comfortable. Usually I feel jam packed into a sports car. The fact that there is so much leg room in the back and the seats don't eat you in the front is amazing. This give the car a change to appeal to women as well as men.
I want to focus on "The Best Of Both Worlds". You can load your family up in the car. Drop off the Kids and have a fun race to work when you're alone. It's truly a win-win situation for him because he can be responsible when someone is watching, but he has that option to have a little fun when he is alone.
"Identifying the people who comprise the core audience is essential to formulating insights, strategies, and, then, relevant ideas. Many factors and criteria are evaluated when defining the core audience, for example, a demographic, psychographic, or behavioral profile. Demographic refers to the selected population characteristics. Some common variables include age, sex or gender, income, education, home ownership, marital status, race, and religion." (page 20 textbook)
When a man is test driving a car he is looking for specific things. So goes for the woman.
The Lexus GS F did it right when creating a roomy cabin as it opens the possibility for everyone to enjoy it. Man, Woman, Children alike.
"Before advertising comes a core branding idea—the idea that imbues a brand or group with character that differentiates it and builds a relationship with the audience." (Page 49 of textbook)
Competitive analyses
The Lexus Gs F is a sports car that supplies a roomy cabin. With enough torque behind the engine and room for a family, this Sports car provides the best of both worlds.
Mercedes Benz is Lexus' main competitor Lexus created sixteen (16) models in 2014 and nineteen (19) models in 2015. Mercedes release nineteen (19) models in both 2014 and 2015 making them a direct competitor in their class. This disregards Audi and BMW manufacturing over twenty (20) models in 2014 and over a whopping thirty (30) in 2015.
I feel as though
"effective advertising could persuade you that a particular brand is better or more appealing than the competition." (Page 2 of Online Textbook)
With a great ad campaign Lexus could begin to give a lot of Companies a run for their money.
How do they draw customers and clients?
Their reputation. Although BMW has been a household name for quite some time now BMW has been facing a lot of questions regarding their newer models that don't see to be standing the test of time. With a lot of electronic issues being reported, this may be the best time to educate the world on Lexus' world class expectation of quality.
"Creative thinking is the ability to stretch beyond the ordinary, to be original, innovative, and flexible. People who think creatively recognize commonalities, visualize metaphorically, modify and elaborate imaginatively, and envision the unlikely. Certain behaviors promote creative thinking, such as looking for connections, observing acutely, asking questions and recognizing problems, and being open to new ideas and methodologies." (page 32 of textbook)
With this, Lexus has recognized that their competitors have a space for their customers that prefer to drive fast a look like it, as Lexus generally caters to one target market. By adding more "innovative" and "being open to new ideas" creating more sport options will create another option for their competitors customers.
http://www.autonews.com/article/20130729/OEM04/307299984/lexus-to-increase-its-sporty-quotient
http://www.autonews.com/article/20150316/RETAIL01/303169995/tier-2-luxury-brands-struggle-to-compete-with-elite-germans-lexus
Mercedes Benz is Lexus' main competitor Lexus created sixteen (16) models in 2014 and nineteen (19) models in 2015. Mercedes release nineteen (19) models in both 2014 and 2015 making them a direct competitor in their class. This disregards Audi and BMW manufacturing over twenty (20) models in 2014 and over a whopping thirty (30) in 2015.
I feel as though
"effective advertising could persuade you that a particular brand is better or more appealing than the competition." (Page 2 of Online Textbook)
With a great ad campaign Lexus could begin to give a lot of Companies a run for their money.
How do they draw customers and clients?
Their reputation. Although BMW has been a household name for quite some time now BMW has been facing a lot of questions regarding their newer models that don't see to be standing the test of time. With a lot of electronic issues being reported, this may be the best time to educate the world on Lexus' world class expectation of quality.
· What amenities or facilities are offered that you don't have?
BMW and Lexus really go neck in neck when it comes to price point, luxury, etc. It comes down to what kind of driver are you and what do you represent. When I think BMW, I think a sporty young man or women who is young and reckless. When I think of a Lexus I think of a married Man or Woman with children who like to know they can leave you in the dust if they absolutely have to.
Sales people at BMW seemed to be a bit more brisk and pushy, when Lexus made it feel like I was buying an experience or a lifestyle. There felt to be less pressure and just an overall more relaxed feeling.
· What challenges are they facing?
Lexus, along with all other automotive companies are facing an ecological challenge. The need to lead the way in eco friendly product grows more and more everyday. In order to supply great products, they need to beat out the competition when it comes to innovation which is expensive. There is always a new eco friendly car and a month later a better one comes out and it goes on.
· How do they plan on improving?
Lexus has been improving by giving their cars a bit more personality through widening their variety of sports cars with a lot of new additions to their engines like "jazzing up its engine lineup -- following the Audi and BMW example -- by offering a 2.0-liter turbo engine in entry-luxury vehicles and as a base engine for mid-sized vehicles. The turbo is expected to be in the 250-HP range""Creative thinking is the ability to stretch beyond the ordinary, to be original, innovative, and flexible. People who think creatively recognize commonalities, visualize metaphorically, modify and elaborate imaginatively, and envision the unlikely. Certain behaviors promote creative thinking, such as looking for connections, observing acutely, asking questions and recognizing problems, and being open to new ideas and methodologies." (page 32 of textbook)
With this, Lexus has recognized that their competitors have a space for their customers that prefer to drive fast a look like it, as Lexus generally caters to one target market. By adding more "innovative" and "being open to new ideas" creating more sport options will create another option for their competitors customers.
http://www.autonews.com/article/20130729/OEM04/307299984/lexus-to-increase-its-sporty-quotient
http://www.autonews.com/article/20150316/RETAIL01/303169995/tier-2-luxury-brands-struggle-to-compete-with-elite-germans-lexus
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