Marketing in Motion
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Marketing in Motion
Marketing practice is rapidly changing. This topic explores the latest trends in marketing communications, digital and mobile marketing, social media, community / tribal marketing and value co-creation.
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Suggested by Charlotte Gadon
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How BlackBerry Learned to Love PR | Marketing Magazine

How BlackBerry Learned to Love PR | Marketing Magazine | Marketing in Motion | Scoop.it

In the past, RIM has taken a defensive strategy to public relations, with the mindset that the information that is shared about its products is not within the company's control. Newly appointed CEO, Thorsten Heins, is trying to change this by using public relations as a strategic message delivery tool to communicate effectively not only with consumers, but with channel members, app developers, bloggers, governments and other stakeholders.

This article relates to the public relations concepts studied in class. BlackBerry has effectively customized messages to each stakeholder, while maintaining a consistent overall message. By maintaining close relationships and open communication with key stakeholders, BlackBerry was able to repair its brand and monitor potential threats. Furthermore, the relationships the company fostered with app developers ensured that the product offered consumers sufficient access to mobile applications, which is a necessity for the product to be competitive in the market. BlackBerry's public relations story illustrates that PR should be proactive rather than reactive, and that it can be used as a key communication tool to create goodwill and enhance brand image, especially with stakeholders who will have an important effect on the success of the product. 

 

(Charlotte Gadon, 06248989, COMM335-1, Public Relations, Stakeholders, Brand Image, Article)

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Suggested by Aidan Shankman
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Target Readies First Canadian Campaign (Marketing Magazine)

Target Readies First Canadian Campaign (Marketing Magazine) | Marketing in Motion | Scoop.it

Target is preparing to enter the Canadian market next month and will be releasing its Canadian TV spot tonight during the Academy Awards. This is the first step in positioning the brand as a “neighbour” to Canadians and carving out a unique place in their minds that is separate from Wal-Mart, Loblaw’s and other mass retailers.

 

The company is looking to own a friendly personality to signal an attitude that Canadians should have about the identity of the brand. Insights about need states, buying habits, and the Canadian identity have been gathered for the past year in communities across the country. These insights were then applied to influence the design of this message and selection of the most efficient outlets to reach consumers in order to generate awareness and stimulate interest (out-of-home, social media, radio, newspaper, and excellent timing of TV ad during the widely viewed Academy Awards show).

 

Completely understanding a new target audience (Canadian consumers) through the gathering of consumer insights was essential to adapt the Target brand identity and shopping experience to this new market which is distinct from the United States. The Canadian retail landscape is about to change….

 

Aidan Shankman (graded), 0609-6199, COMM 335-2, campaign, planning, target audience, consumer insights (immersing)

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Suggested by Johanna Azis
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The Real Reason That Super Bowl Ads Are Worth The Money - Forbes

The Real Reason That Super Bowl Ads Are Worth The Money - Forbes | Marketing in Motion | Scoop.it

One of the most watched television programs, the Super bowl, attracts millions of viewers each year. Sports fans, and non-sports fans alike tune in to catch the game, the famed half-time show, and of course the commercials, which this year, costs a brand the average of four million dollars for a 30 second spot of air time. Keeping in mind that commercials are just one segment of a company’s communication plan in helping a brand position itself in the eye of their targeted consumers, why would a brand, such as Toyota, Taco Bell, or Coke (who often focus on celebrity endorsements and comedic situations instead of brand messaging in their Super Bowl commercials) spend so much money on producing one commercial that isn’t even often repeated? According to Forbes magazine, in a study conducted by professors at the University of Colorado at Bolder, marketers have a secret objective when it comes to Super Bowl advertising that really has nothing to do with the conventional way brands work to create value for its customers in their overall marketing strategy. Apparently, “stock price of [brands] rose shortly after the media began to hype the ads’ upcoming [Super Bowl] appearance. They also found that any impact on stock prices occurs at the time of the announcement of the ad buy, rather than the day after the ad ran during the Super Bowl.” It appears as though the commercials alone don’t add huge amounts of value to the brand, but marketers are able to play off of the mere association between the brand and the Super Bowl, which already has an extremely positive position and life values associations in the minds of millions of consumers to increase their stock value. While stock value increases may be the goal of companies, at the same time they are also able to entertaining a wide demographic of viewers, and perhaps break into new consumer categories that otherwise wouldn’t have been possible. 

 

Johanna Azis, 06244371, Comm335-1, branding, campaign, marketing evolving, article

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Dan Zabbo's curator insight, November 15, 2014 9:49 PM

Through this article, I have learned that the hype of Super Bowl commercials is nothing more but just hype as there is very little increase in companies sales based on these ads. People see the four million dollar worth of a thirty second time slot during the Super Bowl and think that companies that are able to afford this must see an immediate increase in sales. Viewers then sit through the whole Super Bowl looking for the best commercials but only a handful are good and we see that as companies failing to advertise, but this article has taught me that companies don't care. Most organizations pay for the allotted time during the Super Bowl to boost their stock value and almost none of them see an increase in sales, but they don't mind because of the rise in the stock. This article was extremely interesting because when people think of commercials, they are expecting for companies to do their best to advertise their product, but in this case, commercials are for entertainment and gimmicks, rather than increase in sales. I chose this article because I was extremely surprised to see why companies actually pay for these expensive Super Bowl ads. It seems ridiculous that companies wouldn't save their money and spend it on other advertisements to increase sales, rather than boost their stock to gain short term revenue. This information will help me better understand marketing strategies in sports. With the magnitude of sporting events like the Super Bowl, new business strategies will need to be thought of in the future to maximize revenue.

Suggested by Sophia Lal
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FIRST LOOK: Cool Stuff Inside Twitter's New Advertising Interface

FIRST LOOK: Cool Stuff Inside Twitter's New Advertising Interface | Marketing in Motion | Scoop.it
You can now buy Twitter ads to augment or hijack TV ad campaigns.

 

Although Twitter is widely recognized as a marketing communication tool, it is also seen as a conversation that is dominated and steered by consumers, rather than brands, as they can reject, ignore and shape what are the "trending" topics. This article touches on the idea of integrating brands even more into the 'conversation' that happens on Twitter, with real-time ad buying relative to ongoing world topics. This is an amazing tool for media buyers, and media planners as this shortens the ad-buying process and allows for instant connections to consumers. However, there is the potential to estrange Twitter users as brands may start to dominate the 'conversation'. There is also the potential for media buyers to get too ‘trigger-happy’ and start buying against strategic goals, alienating the target market. 

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Sophia Lal's comment, March 19, 2013 1:00 PM
Sophia Lal | 06095727 | COMM 335 -2 | twitter, social media, advertising, media planning
Suggested by Daba Diokhané
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KIDS 2012 | P&G LONDON 2012 OLYMPIC GAMES

This ad is part of a large communication campaign from P&G, one of the biggest world's advertisers : « Thank you, Mum ». The campaign started in 2010 during Vancouver Olympics game and aimed at thanking Olympians athletes' mums. The video was a huge success and raised great awareness, that's why P&G decided to extend the campaign worldwide for the 2012 London Olympics. Numerous videos were realised in which well-known athletes pay tribute to their mums, thanking them as they contributed to make them champions.

 

The ad glorifies mom's love, what can be a stronger tie than a relationship between a mother and her child? P&G shows that they master how to convey emotion and bound customers to the company and their brands. Each viewer can easily connect with the brand as they can identify themselves, as a child or as a mom, most certainly, the emotion will resonate in any viewer, and the goal is to raise brand attachment through it. With this campaign, it was the first time that the company communicate as a global brand, upon all the other brands they own as Tide, or Gillette which only appear briefly at the end.

 

The company has chosen mothers as a target audience, and all the mothers in the world, with more than 20 versions of the add produced for specific countries, including China, Brazil and Russia. The campaign came to life through various media : digital media, print, television ads and a mobile application where users can upload videos, photos share msgs and thanks to their mums.

This campaign had a huge success, and clearly, the main reason is how efficiently the campaign manages to convey emotion, and creating a special link with the consumers, which will trigger purchase intent. And what about dad's? "We will be honoring dads around Father’s Day." said Marc S. Pritchard, global chief marketing officer at P&G. The road is long until we will see a majority of dads through supermarket shelves...

 

Daba Diokhané, 10081292, Comm 335-002, campaign, branding, target audience, brand attachment, cross platform integration

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Scooped by Joachim Scholz, PhD
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Why Most Marketers (Continue to) Get Gender So Wrong | Guest Columnists - Advertising Age

Why Most Marketers (Continue to) Get Gender So Wrong | Guest Columnists - Advertising Age | Marketing in Motion | Scoop.it
while women's roles have changed in the past 50 years, you'd never know it from the types of ad appeals and product innovations companies are rolling out.
Joachim Scholz, PhD's insight:

Insights about the ills of ignorance driven marke segmentation based on gender, and the overuse of fear apeals in such advertisements. By my friend Susan Dobscha.

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