Top Digital innovations: Old Spice Response Videos

1. What is the basic premise behind the idea?

     The basic premise behind the old spice response videos are that they break the fourth wall between the consumer and traditional advertising. Consumers are able to interact not only with each other but with Mustafa (old spice character) , as well.

2. Why do you reckon that it is listed as a top 10 innovation for 2010?

 I think that this is listed as a top 10 innovation because It was something that’s never really been done before. The creatives, marketers, tech geeks, writers behind the old spice response videos took the social web by storm in on day. They brought a character to life using  the social channels, most of use everyday It is well done and it appealed to peoples' egos. It felt very personalized, even if the response video wasn't directed at you. Those people that got responses, and many people who didn't, have Tweeted, Facebooked and otherwise shared links to the videos back out across their social networks. The Old Spice response videos changed the way that advertising and marketing can be done.

3.Based on the framework of new rules of marketing and PR, how does this idea qualify and fit within that scheme?

 Yes, this idea qualifies and fits within the new rules of marketing and PR because it changes the whole dynamic of the marketing/PR world. It breaks all traditional rules and it incorporates so many creative media outlets that are now useful to get the word out to consumers about a product.

4.What are some other ideas that you see out there that you think might have potential for blowing up a top digital innovation?

  With the craze invention the e-readers like Ipad, NookColor, this digital innovation will forever change the way we read everything (magazines, books, newspapers) These e-readers will become more prevalent in our lives in the next couple of years, especially in schools.

5.. Which among all these ideas has the potential for longevity and is likely to become a standard

     I think Iads just might become a digital standard. Apple in itself has become an phenomenon and will countine to come out with new technology. Apple has become the blueprint for technology in general in the 21^st century. As long as apple is making products Iads will always  a standard in the digital world.

 

The Future of Advertising

1. Based on your understanding, who are what is a digital immigrant?

I would say the digital immigrant are typically older people but not necessarily because there are younger people who don't know how to use certain programs or devices as well.

2. What are some of the skills that might help transform a digital immigrant to a digital native? Where do you see yourself in the digital world?

Some skills that might help transform a digital immigrant to a digital native is just being able to have general receptiveness, being relevant in what's present and what's new. In the digital world I see myself always learning different digital elements, reading a lot about the new technology coming out. I see myself just keeping up with the times and not becoming outdated with technology.

3. "The irony is that while there have never been more ways to reach consumers, it's never been harder to connect with consumers,". Why is this so?

I believe this is so because there even though there are a lot more options, it creates clutter. The more options, the more cluttered and chaos.

4. Can advertising be crowd-sourced?

Yes, there are now crowd-sourcing sites like openAd.net, that is a online marketplace for buying and selling advertising and marketing ideas.

5. What is the opportunity amidst all the chaos?

The opportunity amidst all the chaos is basically the optimistic view that even though the world of mass media is in chaos,There are so many openings of new jobs/positions to be a part of now, then before. It gives hope to especially post-grad college students who are searching for jobs.

picture from: http://techbloq.com/page/8/

HW: 15 Final Test Questions

Chapter 11: Personal Selling, Database Marketing, and Customer Relationship Management

1. Some methods of Direct Marketing are:

A. Direct mail
B. Catalogs
C. Mass Media
D. All of the above

Chapter 12: Public Relations, Sponsorship Programs and Regulations

1. Public Relation Representatives and Advertisers have the same responsiblities. (True or False)

2. Sprouts have strong environmental values and politically active; heavy users of green products. (True or False)

Chapter 13: Internet Marketing

1. What are the three e-commerce incentives?

A. Security, purchasing, branding
B. Customer, branding, Marketing
C. Purchasing, Financial, convenience
D. Financial, Convenience, Value

2. Viral Marketing is:

A. preparing an advertisement that is tied to an e-mail
B. Word of mouth Endorsement marketing
C. integrating online and offline tactics that reinforce each other and speak with one voice.
D. A & B


Chapter 15: Evaluating an Integrated Marketing Program

1. Portfolio Ads are used for TV ads. (True or False)

2. Test Markets are used to access marketing messages. (True or False)

HW 13: Motrin Mom Ad Controversy

As I watched the Mortin Mom Ad for the first time, I couldn't pinpoint exactly what the bruhaha was about the ad. It didn't seem offensive to me and I didn't see why it would be for others. However, When I watched it again, I closely listen to the context of the ad, trying to get a better understanding of what the message was trying to say. The ad makes the statement "Wearing your baby seems to be in fashion." Many mothers were offended by this because the words " I WEAR my baby" makes it sound like he/she is just another accessory. I might have not of understood it because I'm not a mother so I wouldn't have the same reaction of someone who is. However I do understand where mothers would be offended by the statement. When I replay the commerical in my mind, my question would be how can you be bonding with something you call yourself wearing. I agree that the babies feel more loved and comfortable when they're close to mommy, however to say I WEAR my baby isn't exactly nurturing. McNeil Consumer Healthcare took down the ad and McNeil had sent an apology to bloggers and on Monday posted a separate apology on Motrin.com. "We have heard your concerns about the ad," says a statement by Kathy Widmer, marketing vice president. "We are parents ourselves and take feedback from moms very seriously. We are in the process of removing this ad from all media." (UsaToday.com)

If I was McNeil Consumer Healthcare public relation representative, I would've used a better test group and better experts to really know who their target market was. For example, I’m sure they didn’t expect these babywearing moms to be extremely tech savvy and attacking them online with viral boycotting campaigns. In one word, they underestimated their target market and that would have been easily fixed by using help of real life mom...A new campaign made with big bucks is not going to fix it the solution requires something with a more humane and personal touch the company and brand becoming part of the community.

HW 12: Direct Mail

I receive direct mail from Old Navy and Gap all the time. This past week I received this ad for an Old Navy sale on women dresses starting at $15. I shop at Old Navy all the time and I get a lot of Old Navy information on sales and other special offers that they have. It's amazing how much direct mail I get from places that I shop at frequently. This impacts me because I usually know about sales ahead of time, like a week or two before, so I'm always prepared for the next sale! This message is effective because I love to shop there and I always get excited about the next Sale especially in the summer!

HW 11: Test Questions

Chapter 7:

Which is NOT one of the four types of sources available to advertisers:

A. CEOs
B. Community service leaders
C. Experts
D. Celebrities

Chapter 8: Advertising Media Selection

1. Inputs for a Media Strategy are based on objectives of the campaign, target audience, and message theme. True or False

2. CPM stands for Cost Per Million. True or False


Chapter 9: Trade Promotions

1. Expenditures or incentives to push products through the channel is called:

A. Marketing Strategy
B. Marketing Plan
C. Business to Business plan
D. Trade Promotions

2. In Marketing Budgets, most of the money is spent on Trade Promotions (True or False)


Chapter 10:

Which is not a Type of coupon?

A. Instant Redemption
B. E-coupon
C. Cross-housing
D. Scanner-delievered


Contests and Sweepstakes eliminate Clutter. True or False


Chapter 11

True or False: Personal selling is called the" last five feet" of marketing function.

HW 10: Coupons

This is a Coupon for Nike Factory Outlet. Its $10 off every $100 dollar purchase. Nike is one of my favorite shoe brands, so when they have a sale or coupons are available, I'm always there! I like this coupon because Nike gives you three coupons in one.



NIKETOWN