Week 11: Final Evaluation

I feel that I have come very close to meeting the objectives for the class. Even though I missed the last two classes I feel that taken away with a lot from the class. I was still able to do the final project and feel that I did a very good job at it. I have participated every week that I was in class and have met the requirements for each of the blog post. For the last two weeks I was unable to do the EOC’s and was late on twitter. Aside from these things I have done all of the class assignments. I have learned a lot about how the industry used to be and where it has gone since then. I was then able to apply what we learned during the quarter to my final project. The final was a challenge at first. Trying to get a set idea that I was going to was a task, but once I was settled on what to do I loved it. I was going to sell Oreo’s to an adult market not the typical children’s market. Thinking how I was going to this was not an easy feat but I was able to get it done and it was a success. I feel that I fully described what my ad was going to be and put a great spin on a children’s favorite snack. Since the work I did I feel was so good but considering that I did miss two assignments I feel that I should get a B for my final grade.

Week 8 EOC: Fonts and Slogans

Oreo’s: Your new late night pleasure

Oreo’s: Your new late night pleasure

Oreo’s: Your new late night pleasure

Oreo’s: Your new late night pleasure

Oreo’s: Your new late night pleasure

Oreo’s: Your new late night pleasure

Oreo’s: Your new late night pleasure

Oreo’s: Your new late night pleasure

Oreo’s: Your new late night pleasure

Oreo’s: Your new late night pleasure

Analysis of Project in the Real World

The ads can go off in two ways they may be a huge hit or cause a huge up rower. Either way the brand will get media attention that they are currently not receiving. People may feel that the ad is too racy for prime time television. I think that people would embrace the new ad since it is such a change. Also with the potential of having celebrities in the ad it may soften the blow of shock that people may have. I think that advertising for simple products should change. If they are able to catch our eye more then we would be more apt to purchase hat product then we normally would.

Creative Content

Promotion

In any media, visual and words together communicate a whole message that is greater than the sum of the parts.” (Advertising by Design Generating and Designing Creative Ideas Across Media Second Edition, Robin Landa, Pg 96). Along side of my commercial I will also run magazine ads and billboards. They will have the same theme of the commercial. The ad will feature a woman in bed with a carton of Oreo’s and the ad will read Oreo’s Your New Late Night Pleasure. It is important for the market to be exposed to the new ad in as many markets as possible. Also the ads can start to feature celebrity endorsements. Since everyone wants to be like their favorite star why not feature a couple in new ads? “The secret of all effective originality in advertising is not the creation of new and tricky words and pictures, but one of putting familiar words and pictures into new relationships.” (Advertising by Design Generating and Designing Creative Ideas Across Media Second Edition, Robin Landa, Pg 100). By doing endorsements it will ad the extra fire to the ads. They will be viewed by so many people just wanted to look at the new ad featuring their favorite star.

“ An ad in the form of a story, whether in a still or moving medium, usually involving conflicts and emotions. Is considered a drama.” (Advertising by Design Generating and Designing Creative Ideas Across Media Second Edition, Robin Landa, Pg 110).

The Big Idea

“A big idea is a solid, creative, on-brand idea that is large enough and flexible enough to be used effectively across media for a period of time.” (Advertising by Design Generating and Designing Creative Ideas Across Media Second Edition, Robin Landa, Pg 66). My big idea is putting a new twist on an old childhood cookie. I wondered why we no longer enjoy some of the things from the past. Thinking of a new way to pitch the product would help to sell what is thought of a children’s product to adults. “Essentially, the idea drives your design decisions.” (Advertising by Design Generating and Designing Creative Ideas Across Media Second Edition, Robin Landa, Pg 66). This would help to sell a traditionally thought of child’s product to adults. Playing in to what adults do after they come home after work. They want to indulge into late night pleasures. Why not have this be an Oreo cookie. Think about it a lot of adults eat chocolate and Oreo’s are chocolate cookies. By thinking out of the box I feel that I would be able to push the product easily to the adult consumers. “On the other hand, comparing a product or service to something different from it can be a strong premise for an advertisement.” (Advertising by Design Generating and Designing Creative Ideas Across Media Second Edition, Robin Landa, Pg 87). Also in trying to appeal to as many consumers as possible I want the ad to read as a slice-of-life ad. So that the consumer can see himself or herself easily doing what the ad is doing coming home after work eating Oreo’s. The idea is simple, but simple ideas are some of the best ones. In advertising, slice-of-life format is a drama showing a realistic portrayal of life, featuring everyday sitations to which average people can readily relate.” (Advertising by Design Generating and Designing Creative Ideas Across Media Second Edition, Robin Landa, Pg 117). Since it is so simple it is very easy to relate to.“The key to coming up with a great ad is finding that one clear, concise, engaging idea.” (Advertising by Design Generating and Designing Creative Ideas Across Media Second Edition, Robin Landa, Pg 102). Since many people are deciding to have fewer children I feel the need to appeal to the adult market on a product before thought of mainly for children. The headline that I picked was “Oreo’s your new late night pleasure” by making it simple and a little racy it will catch peoples attention. “If a headline is interesting. I’ll read it.” (Advertising by Design Generating and Designing Creative Ideas Across Media Second Edition, Robin Landa, Pg 99).

Competitive analyse

"In an overcrowded, competitive marketplace, relevant and engaging branding can ensure efficacy for a quality product, service, group, individual, or commodity. Not only does branding identify and distinguish, it builds equity." (Advertising by Design Generating and Designing Creative Ideas Across Media Second Edition, Robin Landa, Pg 48). I would say my two main competitors are Chips Ahoy and Keebler. These two are the other cookies that first come to mind when talking about competitors. Both of these brands have similar ads and also target the children’s market. By going after the adult market I will have a unique edge on the competitors. “Being first in a category seems to imply that the brand is a unique entity from which imitations or alternative versions follow” (Advertising by Design Generating and Designing Creative Ideas Across Media Second Edition, Robin Landa, Pg 59). By being the first brand to make the change Oreo will be on the cutting edge of this new advertising plan. Although it is very unique I feel that it will have great appeal as everyone always says “sex sells”. My advertising idea will open a new door of consumers for Oreo. “An effective ad is driven by he underlying concept. An advertising idea is the creative reasoning behind a solution.” (Advertising by Design Generating and Designing Creative Ideas Across Media Second Edition, Robin Landa, Pg 66) My ad will have a lot more attitude then it’s competitors. Their ads seem to be more comic based and mine will be real life and feature real people not cartoons. “Many auiences are responsive to brands with attitude, whether the attitude is arrogant, mannered, wry, irreverent, tongue – in – check, chic, cool, or cheeky.” (Advertising by Design Generating and Designing Creative Ideas Across Media Second Edition, Robin Landa, Pg 60). These factors will separate the Oreo ad from any other normal and dull cookie ad. These food ads have become dull over the years and all seem to be the same. Mine will stand out and in doing so people will remember it, and not tune it out when it comes on. "We can think of a brand construct as a developed personality - a strategic concept incorporating a positioning platform based on the product or group with insights into the brand and the prospective audience." (Advertising by Design Generating and Designing Creative Ideas Across Media Second Edition, Robin Landa, Pg 49).