Wednesday, February 27, 2013
Thursday, February 21, 2013
Field Trip!
Field Trip to New York
Metropolitan Museum
Friday, March 29, 2013
We will be traveling to
New York by Bolt or Mega Bus. They
leave from 30th street station in Philadelphia and arrive in New
York at 34th St and 11th Avenue
Here are the links to
the schedules and fares.
The cost of the bus will
vary depending upon when you order your ticket, but it runs between $10 and $20
each way. You will need to get the 8:30am bus in order to get to the museum by
11am. It is a good idea to reserve your
ticket in advance!
From the bus station,
here is the route by subway to the museum.
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Approx Travel Time :
34 minutes
|
Map
|
|
Walk 0.51 miles(10 minutes) South-East to 34TH ST - PENN STATION
C/E (LOCAL)
Take the 168TH ST-WASHINGTON HTS bound Train departing at 10:35 AM Get off at 86TH ST STATION B/C at 10:44 AM Pay Per Ride Fare : $2.25 - Reduced Fare : $1.10 Walk 0.67 miles(14 minutes) South-East to destination. |
|
|
Total
Fare : $2.25 - Reduced Fare : $1.10
|
|
The Metropolitan Museum
will be hosting an exhibit entitled “Impressionism and Fashion.” We have reserved audio tours of the
show. The cost of admission is
$13.00 per student.
We will be meeting at the Museum at 11am.
Following the visit to
the museum students can go fabric shopping in the garment district. (39th and
40th Streets, between 7th and 8th Avenues.)
Mark Vitulano, Window
Designer, formerly of Barney’s New York, will be available to talk to Retail
Strategies students about Visual Merchandising.
This is a great time to
enjoy some of New York’s delicious restaurants, as well!
Ms. Crooks and Ms.
Curtis will be taking the bus home at around 7pm.
Chapter 9 - Creative Execution - Art and Copy
Chapter 9 Quiz
Powerpoint for Chapter 9
Web Ad for Phillips TV 21.9
What kind of commercials are these?
Wednesday, February 13, 2013
Creating Ads: Strategy and Process
Chapter 8 Powerpoint
Chapter 8 Quiz
Madmen - a show about the dawn of the Advertising Age. Watch minutes 12-17 and from minute 27
Homework: The Client that you are going to create a pitch for is Whole Foods Market. Here is their website, and you can find more information by Googling them.
Your team should work together to write a Creative Brief.
It should address these points:
• What is the basic problem that this advertiser needs to address?
• What is the objective of the advertising?
• What is the target audience?
• What key benefits do you need to communicate?
• How will your strategy support those benefits?
• What is the Brand Personality?
• Are there any special requirements?
Each member of the team should write up a draft addressing these points and bring it to class on Tuesday. You will be given time to work together as a group to refine your Creative Brief in class on that day.
Do the online quiz, and email it to jcrooks@harcum.edu
Reading:
Chapter 8 in the text
Tuesday, February 12, 2013
Tuesday, February 12
Quiz!
Please go to the textbook site: HERE
Take the online quiz, and email the results to jcrooks@harcum.edu. You may use your textbook for the quiz.
The results are due on Thursday, February 14.
Sunday, February 3, 2013
Superbowl Advertising
Broadcast vs. Narrowcast
The High Point of Broadcast Advertising - The SUPERBOWL!
The Superbowl has been the most watched American Television broadcast each year.
In 2011, it was the most watched show of all time, with 111 million viewers.The Super Bowl is also among the most watched sporting events in the world, mostly due to its North American audiences, and is second to the UEFA Champions League final as the most watched annual sporting event worldwide.
As a result of being one of the few annual events to achieve such wide viewership, many high-profile television commercials are broadcast during the game, often coming from major brands (such as Budweiser, who annually airs spots during the Super Bowl; with notable campaigns such as the Bud Bowl and the Clydesdales), and smaller or lesser-known brands seeking the exposure that can be obtained through Super Bowl advertising.
However, this amount of prominence has also carried a high price: at Super Bowl XLVII in 2013, the average cost of a 30-second advertisement was around $4 million.
Super Bowl advertisements have also become a cultural phenomenon of their own; many viewers only watch the game to see the commercials, while national surveys (such as the USA Today Super Bowl Ad Meter) judge which advertisement carried the best viewer response.
Benefits
Due to the critical mass of viewers who view the game yearly (covering numerous demographics and age groups), airing a commercial during the Super Bowl can prove to be valuable for advertisers seeking an audience for their products and services.As such, the network who broadcasts the Super Bowl can also charge a premium on the advertising during the game, to the point where marketers have raised concerns that Super Bowl advertising has become so expensive that the sales the advertising produces do not pay for the cost of buying ad time: some major Super Bowl advertisers, such as General Motors and Dr. Pepper, have dropped Super Bowl advertising entirely due to its increasing cost.[3]
Early Advertisments
Several notable commercials aired during Super Bowl games during the 1970's. In 1973, Master Lock first ran an advertisement demonstrating the strength of its locks, by having a person shoot it with a gun in a failed attempt to breach it. The advertisement proved popular, and Master Lock would run other versions of the ad yearly during later editions of the Super Bowl throughout the 70's and 80's..[9] In 1977, Xerox aired a Super Bowl advertisement entitled "Monks"; starring Jack Eagle as a monk named Brother Dominic discovering that he could create copies of a manuscript using a new Xerox photocopier.Controversy:
A number of Super Bowl ads have been blocked by networks' Standards and Practices departments (or became controversial themselves) due to concerns surrounding their content. Political advertising and most direct forms of issue-related advertising are usually not aired during the Super Bowl due to equal-time rules or other factorsThis Year's Most Notable Commercials:
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