Analysis of Project in the Real World [6]

After making the commercial I expect for people to like it and enjoy it. I know people will be able to relate to my commercial because things like this happened in the real world. I expect people to try out Chapstick for themselves if they have not done so yet. After this commercial I expect more people to purchase Chapstick. “Stories are a way for people to communicate and relate. In the course of a day, each of us tells stories to connect with others, to work things out, as a way of explaining what happened or what we are thinking and feeling.  (Advertising by Design, Robin Landa, p.41) I enjoy having feed back from people that got a chance to see my commercial. They said it was a good commercial and they enjoyed watching it. Telling a story that happens in the real world sometimes helps sell the specific product that a company is trying to promote and sell. "The audience is the main group who would purchase this product, utilize this information or service, or patronize this entity or brand. " (Advertising by Design, Robin Landa, p.16) Overall the main people that should like the advertisement because they are the ones that are targeted and they are the people that purchase the product at the end.

Creative Content [5]

“What took Dove from being a bar of beauty soap to a powerful brand is their brand story: they “challenge beauty stereotypes and help women feel more positive about their own individual beauty.” If the story gets it right, hits a nerve, then the brand moves from being a product or service to becoming an influencer with a set of values.”  (Advertising by Design, Robin Landa, p.56) In order for a company to be successful is to get connected with their audience/consumers; understand what the market wants and is looking for. When creating a commercial, marketers have to think about what people is looking for in order for the commercial to be successful. Using a storyboard is very helpful because it helps you imagine what the final project will look like. “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.” (Advertising by Design, Robin Landa, p.41) Using a storyboard can allow my commercial to go the way I planned it to go. I will have a couple out with two friends on a beautiful day at the park. The couple will have a few minutes alone, when the boy will try to kiss his girlfriend, but his girlfriend pushes him away because he has chapped, dry, cracked lips. The boy them walks away and his friends ask him what is wrong? Then he explains to them what has happened, and one of his friends will introduce the product (Chapstick) to him. Then he will try the product on, and his girlfriend looks at his lips, smiles, and right away she wants to kiss him. “In advertising, when you draw upon common experiences—funny, sad, bittersweet—people usually relate to them. The response from people should be something like: “Yep, that's how it is!”  (Advertising by Design, Robin Landa, p.82) This commercial can be both sad and funny at the same time. It can be funny because the guy’s lips are being rejected simply because he does not use Chapstick. It can also be sad because his girlfriend does not want to kiss him and the guy look very disappointed. This commercial well help people relate to the story being told because this has probably happened to some people. “An ad can make an experience a communal event, making us feel that we've all participated.” (Advertising by Design, Robin Landa, p.82) When people feel involved in the commercial it makes people more interested in the product and makes people want to purchase the item. Also when making the product in the story of the commercial people will have a better reason or understanding of why they should purchase the product. “When you give the consumer a reasonable rationale, the consumer's reaction might be, “That makes sense! I should use that brand for that particular reason.” Providing a rationale for a functional benefit can turn consumers into believers.” (Advertising by Design, Robin Landa, p.84-85) After watching this commercial people especially men, should want to purchase this product because it gives you a better understanding of why to buy Chapstick. It will not only make people want to purchase this item but also believe that no one can live without it.

Storyboard

[1] Friends at the park having a good time.

[2] The couple enjoying some time on their own.

[3] The guy tries to kiss his girlfriend put she doesn't let him.

[4] The guy feel rejected and walks away upset.

[5] The guy tells his friends what happen

[6] His friends introduces Chapstick to him.

[7] His friend gives him the product. (Chapstick)

[8]The guy tries the product (Chapstick) on.

[9]The girl is happy that her boyfriend 's lips look smooth and ends up  kissing her boyfriend.

Commercial  

Promotion [4]

Commercial advertising is one of the most popular ways promote a product. “Commercial advertising promotes brands and commodities by informing consumers; it is also used to promote individuals, groups, corporations, manufacturers. Commercial advertising takes many forms, from single print advertisements to campaigns in any media to sponsorships to branded utilities.” (Advertising by Design, Robin Landa, p.7) That is why I choose to make a commercial because there are a lot of people who enjoy good commercials while watching a TV show. Making a commercial that is interesting will help Chapstick gain more consumers of their products. This commercial will play when men are most likely to watch TV. For example, when there are sports on TV or shows that most men enjoy to watch. “If a brand or group has a story to tell, then it will be more dimensional. Through the branding, advertising, and every point of contact, people learn the brand story.”  (Advertising by Design, Robin Landa, p.56) By having a story to tell in the commercial will allow people to remember the product, and would be more likely to purchase it when seeing the product at a store. Also using a true story that can really happened in life will help people relate to it, and they might want to purchase the product. “Consider telling a story where the brand or group plays a pivotal role in the story or at least a role where the characters are involved with or use the brand or group.”(Advertising by Design, Robin Landa, p.41) By having actual characters using the product will help promote Chapstick in a better way; because people will actually see the product into action. This also allows people to feel more comfortable about using the product. This story will also have some humor so more people will be able to enjoy the advertisement.

The Big Idea [3]

“When so many people stay continually connected throughout the day by mobile phone or computer, each person decides which advertising messages they care to receive and where to hear or view them.” (Advertising by Design, Robin Landa, p.48) That is why a company has to have a great idea, so that people will be interested in caring and viewing their advertisements. That is why I have came up with the idea of making a TV commercial. I want to create a commercial that is interesting to watch and will catch the audience eye. I want the commercial to be interesting to watch, so that more people will enjoy watching it. In order to make a good commercial, there has to be a product that people will be interested in. “The brand idea is based on an insight into the audience that makes the brand relevant to them. It must exemplify something—tangible or intangible—that people find compellingly relevant to their lives.” (Advertising by Design, Robin Landa, p.53) That is why I choose Chapstick because a lot of people feel a special attachment to this product. I choose to make a commercial that is more aimed for the male public because there are still men out there that refuse to use a product for their lips, simply because they think is for females only. “One way to make a brand relevant is to provide something useful—to appeal to people and earn their attention—based in their special interests or needs.” (Advertising by Design, Robin Landa, p.53) Most men are interested in getting woman, that is why my commercial will set apart from the rest. This specific product is aimed for all males and females, it does not matter what age group they are in. That is one of the reasons why Chapstick sets apart from every other company.This product will have men interested in my commercial because it will help them see that without Chapstick, men will have a harder time getting their girls attention. By having a product that can create a feeling to a consumer, then the consumer will be mostly like to purchase the item. The client will be paying for a product that is a helpful tool for an everyday use. People will feel attached to this product and will make people purchase it.

Competitive Analysis [2]

Every company brand has their own competition. For example, the clothing line by Holister has its competition with the Abercrombie clothing line. "Most competing brands are of equal quality—that is, they are parity products or services." (Advertising by Design, Robin Landa, p.3) Their clothes might be similar but of course they have a different brand that distinguish them. Every company has many competitions with other companies. For example, the Chapstick company is in competition with Softlips, Blistex, Burts Bees, Smakers, Carmex, and many more companies that also have lip products. In this case the company that is in most competition with the company that I am working with is Carmex. This company is in competition with the Chapstick company because they both have products for chapped, cracked lips. They both have products to help nourish your lips. Some of the differences between these two companies is that Carmex offers more products. For example, they offer lotion and creams for healing and healthier skin. "That said, effective advertising could persuade you that a particular brand is better or more appealing than the competition." (Advertising by Design, Robin Landa, p.3) This is why the Chapstick company needs to persuade and advertise people to buy their lip products. The way that Carmex draws customers and clients is by having more variety of products in their company. The amenities and or facilities that Carmex offers that the Chapstick company does not have is other products. Like for example, healing lotions and creams. Also the company Chapstick does not offer enough information about their products in their website like Carmex does. Carmex also plans by improving their company by having more products out in the market. For example, hats, t-shirts, mugs, etc. That is why Chapstick needs to advertise more their products and come up with better ideas. "Advertising differentiates brands, groups, and causes, and ultimately sells products and calls people to action." (Advertising by Design, Robin Landa, p.3) By advertising the products that Chapstick offers, that will make this company be even more successful because people will have a better idea of what Chapstick offers for its costumers. "What differentiates a brand is how it is characterized, its visual and verbal identity as expressed in each media unit and through every point of contact. Simply stated, differentiation is what distinguishes one brand from the rest." (Advertising by Design, Robin Landa, p.52) Making Chapstick different from the rest of all of the other companies that also have lip products will help this company be more successful becuase it will be different from the rest of all other companies. Overall I know that Chapstick’s  campaign is better than Carmex and all of the rest of the companies because Chapstick company goes more into depth for lips. We are more focused in our products and we offer better quality than our competition.

Chapstick: Save your lips from getting rejected! [1]

Chapstick: Save your lips from getting rejected!
 I choose to do my project on Chapstick because this is a product that I always use and it is interesting for me. “For such advertising to affect you, it has to seem relevant to you, and it has to be presented through media channels that will reach you.” ( Advertising by Design, Robin Landa p.3) That is why I chose a product that it is interesting to me because the products from the company Chapstick interest me. I decided to make a commercial because “Commercial advertising promotes brands and commodities by informing consumers; it is also used to promote individuals, groups, corporations, manufacturers. Commercial advertising takes many forms, from single print advertisements to campaigns in any media to sponsorships to branded utilities.” (Advertising by Design, Robin Landa, p.7) I believe a commercial is more interesting because there are a lot of people who enjoy watching commercials. Another reason why I decided to create a commercial is because there are a lot of people who like to watch TV and this will get my advertisement across. I also want to create a commercial that has humor because it seems like people pay more attention and enjoy watching comical commercials. I also wanted to come up with a true but at the same time funny slogan. I decided to come up with “Save your lips from getting rejected!”. I decided to make a commercial meant more for the male audience because I believe that males should be more interested in purchasing this particular product. Most men like to get girls and in my commercial I will have a man with his girlfriend, but his girlfriend will ignore him and stop kissing him because he has really chapped lips. “After much reflection on the data and material you have gathered, you develop the direction your solution(s) will take.” (Advertising by Design, Robin Landa, p.17) I am know clear on what direction I want to go for my final project.

EOC Week 7: The Pitch

Chapstick: Save your lips from getting rejected!
This chapstick product is not just a product for women, it is also a great product for men. The Chapstick company also makes Chapsticks that do not add any color to the lips so it can be used for men as well. Everyone wants to have healthy, smooth looking lips. That is why I have chosen to promote and advertise this specific product because I personally would not leave my house without putting Chapstick on. I would also take a Chapstick everywhere I go. I am planning to make a video commercial that is more aimed for men. Most women like to keep their lips healthy, but some men believe that they have perfect lips and they think they don’t need a Chapstick. Some men believe that a Chapstick is a product that is for females only. My idea is to make a commercial with a couple. The male in this commercial would have very dry, cracked, and chapped lips and his girlfriend never wants to kiss him because his lips are always dry. The guy in this commercial will have a male friend, then they get together and talk about some things. Then the guy tells his friend about his problem with his girlfriend. He tells his friend that she never wants to kiss him because he doesn’t have soft lips. His friend then gives him advice and tells him that he use to have that same problem with his girlfriend, but he began to use this amazing product called  Chapstick. His friend tells him that every guy is using this product now, he also tells him that this product doesn’t leave a color on the lips. So then his friend gives him a Chapstick that he hasn’t opened yet and gives it to his best friend. The guy in my video will begin to use it, and he loves this product. After this happens his girlfriend can’t stop kissing him.