Cases 9-12
Most of the renowned companies nowadays are recognized based on their marketing campaigns. Words add meaning and essence to the product being promoted apart from its aesthetic sense. Knowing the target market and prospects’ preferences are part and parcel of a marketing plan. The marketing manages have to formulate and make a marketing campaign, foreseeing that it would be a big hit among the target audience.
Just like Greenwich. Formerly, Greenwich was not that vibrant to entice consumers. Most of the dining tables are not occupied and the store was quiet and dull. As the mob stroll down to the malls and streets, they always diverted their attention and made their way in another fast-food chains or restaurants.
Until one day, the head of marketing Francis Flores gave birth to the Greenwich Extreme Cheese Campaign and eventually the “Sobrang Cheesy!” line. This blurb is used as expressions in gag shows, movies and when describing sweet and “nakakakilig” situation between couples. Aside from couples, the campaign focuses also to the barkada members with different personalities which implies that diverse persons might meet and end up with one another. They are seemingly unified by their favorite pizza. This is perfect place for barkada to hang out and bond with one another. Plus, the meals are affordable so it’s okay for an individual to foot the bill. Admittedly, I love its pizza (removing the meat).
Case 11
Local brands and imported brands are of equal quality and importance as perceived by teenagers in the Philippines. The companies in the country have been finding ways to make their products for teens innovative and of course, of top quality. That’s why more and more teens are patronizing those products.
Looking back, most of the Filipino brands were badly ignored and worse, were taken over by the foreign brands in terms of quality and the number of consumers. Mental coloniality among Filipinos won over them inside and engulfed sensationalism, strangulating the “power” of various local brands. Instead of wallowing, these organizations took their time to keep on thriving. Apparently, most of the Filipinos of that time were slave of their own mentality.
Consequently, their perseverance are being paid. According to the said study, local brand “Bench” got the no. 1 favorite brand of teens.
I remember that Bench is featured in America’s Next Top Model wherein its array of underwear were used by the models in the photoshoot. This is such a promotional activity dubbing Bench as globally competitive brand.
Going back, the results of the study shows that Filipino teenagers are eradicating the notion that other nationalities are more innovative and smarter than Filipinos. Their patronization merely reflects the very picture of nationalistic countrymen.
Case 12
No doubt, social networking sites nowadays are utilized as business or marketing tools and as venues of business transactions and negotiations. Multiply has not only viewed as a social network but also as online e-commerce site. The potential was lately realized by the management since the said site was used by the business-minded Filipinos in online selling. Subsequently, the Philippines becomes the true home of Multiply in online shopping.
The virtual shopping was experienced by the Multiply users. Later on, the Multiple brought the Marketplace wherein the featured sellers are now accepting payment by means of Paypal, Smartmoney etc. In this way, the online shoppers are able to buy their preferred products in their own convenience. Plus, shopping is more secure than ever, making buyers assure the safety of their bank or other payment accounts from online fraud and other forms of cybercrime. We can’t blame the consumers to be more gingerly and careful in online transactions since the virtual world is teeming with chiselers.
Case No. 7 - PANA in 2010: Global Standards, Local Relevance
Every institution has its own guiding principles and ethical standards that shed light into the deeds and practice of individuals under an organization or field. In the case, Philippine Association of Philippine Advertisers is still adhering on its commitment of self-regulating in order for them to generate or produce globally competitive marketing professionals while protecting the interests and rights of the consumers. at the same time.
Advertisements are everywhere. From traditional ones to non-traditional ones, these ads capture the attention of viewing public based on the technique used, including how the products or services are positioned visually or verbally.
However, some of the ads nowadays, particularly the TVC ads, are irrelevant and even sometimes, fatuous hooey. They are not merely for practical and plausible purposes but rather for short-term entertainment.
On the other hand, ads involving advocacy campaign are more conspicuous than any other commercials. They impart knowledge and information while instilling the given values into the viewers for them to become responsible and well-informed as citizens and individuals themselves.
Eve Glenn Clarisse P. Morado.
BCR 3-1
Case No. 6 - Reality Bites — Back-to-basics still the best for shoppers
Although we live in this fast-paced modern world, retail is not dying. According to a study, buyers opt to do traditional shopping rather than online shopping. However, it is not about the price or the merchandise - it’s the experience of the consumers that counts.
Traditional shopping, at its best, enables buyers to come up with the products as much as possible. They can see, smell, touch, taste the product, ensuring its quality. However, it doesn’t end there. The overall experience, including the services rendered into the consumers are important. Cliche as it sounds, it can make or break a business. Moreover, it serves as an indicator whether the retail entices the buyers to come back or not.
Online shopping, on the other hand, is useful to an individual who has a very hectic schedule. Purchasing products is just a click away. All you have to do is visit an online shopping website, create an account and you’re good to go. However, it’s not easy to trust on these websites since virtual worlds naturally involve deception and secrecy of identity. That’s why we must keep abreast on the issues regarding cybercrimes, especially when there’s money involved. On the greener side, online shopping is best used during holidays, especially on Christmas season when people are mobbing in various malls and stores outlets.
Eve Glenn Clarisse P. Morado.
BCR 3-1
Case No. 5 - Creating Traffic to your Website
Through the use of Internet, the field of advertising and marketing have been paving their way to success. Business-minded individuals and entities are finding and formulating effective ways to satisfy their customers’ preference in order for them to patronize their commodities.
With varying interest and preferences among consumers, establishing a solid foundation of successful Internet marketing program is challenging. People are more discerning and incredulous in terms of choosing latest products and services in the market by using search engines such as Google and Yahoo! In other words, consumers are going online and becoming “searchers,” scouring the best product or services as much as possible.
That’s the reason why companies utilize this activity to promote their products’ brand. Increased ranking of the website is a going concern nowadays but it doesn’t guarantee that it would be a big hit among the consumers.
If we would be able to measure up the level of its effectiveness and impact, we can claim that it has gone that far. Most of the time, searchers incidentally encounter those “indirect” advertisements by clicking on the top result, thinking that it best suits and resonates what they intended to look for. More often than not, searchers find a particular website’s content interesting even they found it unintentionally. Apart from that, content helps them to be well-informed regarding the product. As a result, it affects their decision whether they will purchase the product or not.
Eve Glenn Clarisse P. Morado.
BCR 3-1
ISSUE FOR REFLECTION
Media Literacy: What could you infer - SMCRE/F
How should the government(executive wing) address this issue?
What must have been done/should not have been done?
We are exposed to various media in daily basis. From print media to social media, we are receiving different kinds of messages that make us well-informed individuals. However, these messages, whether good or bad, are shaping us based on the level of acceptance we imposed to them and also on the beliefs we are strongly attached into. Above all of these, media literacy is the key to understand and interpret the meaning of the messages we are exposed into. From the word itself, literacy is about being skilled at evaluating or assessment, organizing, and constructing the meaning of the messages.
In the Philippines, literacy on media plays a pivotal role. Media is frequently utilized on the public issues and policies that matter the most.
Let’s take a look at P-noy’s issue. Being the president of the Philippines, P-noy must always watch out to his steps, thinking that he is open to the scrutinizing eye of the viewing public. Moreover, he should serve as the role model not only to the concerned citizens but also to the youth as well. However, it is inevitable not to commit mistake. Even the righteous one is not exempted from imperfections and unacceptable deeds. Cliched as it is, nobody’s perfect. Even we are striving to perfection, time will come that we will be able to commit the same mistakes/s all over and over again. It’s the same as the case of the P-noy’s partying while the bereaved victims of typhoon Sendong are in plight. P-noy is only an ordinary person. As the saying goes: “All work and no play makes Jack a dull boy.” He deserves to “play,” not merely for endless pleasure but to take a break from the grueling work.
If I were to be asked, I admit that attending to the PSG’s party was such a wrong timing. I guess this is what gave rise to the story.
On the other hand, social media users must use their freedom of speech responsibly, not putting their biases on a certain issue.
Media Literacy: What could you infer from SMCRE/F?
Source: Valerie Concepcion’s tweet. Apparently, the tweets caused P-noy’s bad image unintentionally. The followers of the said celebrity put the issue in pedestal, particularly their disturbing comments and opinions
Message: Of course, the content of the said tweets. It depends upon the readers what meaning they want to put on.
Channel: The micro-blogging site Twitter.
Receiver: The netizens and public in general.
Effect: Criticisms made by the followers of the said celebrity.
Feedback: Of course, the negative impressions to P-noy.
The best course of action to be taken is to be silent regarding the issue. Sometimes, being too much defensive might aggravate the imposed negative impressions toward him. PR should also be observed.
Eve Glenn Clarisse P. Morado.
BCR 3-1
AD/PR Cases 1-4 Analysis
Case #1
At first, I was not really convinced on the mere fact that the Chinese consumers are “green-minded” and their products’ brands have been environmentally responsible, surpassing European countries. Why? It is because China’s products are perceived as cheap,disposable, low in quality, not eco-friendly and even dangerous to human’s health. That’s why their products are banned in our country but they are finding ways to ensure the availability of them by means of smuggling and other illicit ways.
However, I lately realize that it’s such a good news, especially to those people who are eco-friendly like me myself. Even the result is an irony as it seems to us, Chinese citizens would benefit from it since the stereotype imposed to then would change for the better. Moreover, collectivistic cultures like Chinese and generally Asians are recognized based on their cultural deeds and more prone to generalizations.
Another thing that I love about the survey results is that many organizations or corporations still adhere to the concept of corporate social responsibility. They are not only yearning to work on their lucrative activities but also to the benefit of society as a whole.
Case #2
It’s not surprising. No doubt, Facebook has been utilized as a tool for PR, advertising, marketing, campaigns and other promotional activities since it has many active users worldwide. Hence, it is effective and reliable to use by business-minded organizations or individuals for their endeavor. Moreover, it is costless and the transactions are not bounded.
In the case, Facebook is used as a promotional tool for different product brands that enable the users to participate, as well as their “friends” to get certain “reward” or prizes. These variety of techniques and gimmicks are big “hit” to many. Who would not want to win those prizes? In addition, the procedure is easy as ABC. Just “Like” the page if desired. You may also comment and tag.
However, new, creative and innovative strategies and techniques must be used in order to shun repetition. If it is the case, many will be bored. Another thing to be considered by businesses is to formulate steps that are easy, not giving them a hard time to join.
However, as the adage goes: Too much…can kill.
Case #3
The moment I read this case, I was craving for yogurt ice cream. It came to the point that I wanted to rush on the nearest store to have some.
For health-conscious like me, FroYo would be a healthier option since it’s 97% fat-free. Unlike traditional yogurt, it is in the for of ice cream, making it more enjoyable and fun to eat. It’s also good for men and women who are raving about great and nice body.
Apart from its health benefits, the gimmicks and techniques used make it stand out among other competitors. I really like its promotional concept: “They’ll get what they want, exactly how they want it. Imagine, you will be able to load up your yogurt ice cream with your preferred toppings. Aside from that, you can also try all the flavors and and choose the size of your cup. It’s so affordable that you can have one for only P40. There’s no doubt that consumers are enticed to buy since we are now living in the time of global recession. We want to spend our money for practical purposes, not merely for luxury and caprice.
After all, don’t hesitate to indulge or treat yourself after grueling errands throughout the day. Just make sure to spend your money wisely.
Case #4
In this fast-paced modern world, smart and innovative strategies in advertising haven’t been ceasing. Just like these smart and interactive ads which were launched online. These advertisements note the personality and preferences of the consumers based on the information they provided online. For example. you log in to your Facebook account. Then, your activities online will be the based for the advertisers to know what kind of ads will suit to your preferences and personality.
For me, it is not good since I’m very private person. It would be uncomfortable and irritating for me. Advertisers must be sensitive and aware to their audience private life.
Prepared by:
Eve Glenn Clarisse P. Morado.
BCR 3-1
ISSUE FOR REFLECTION
Media Literacy: What could you infer - SMCRE/F
How should the government(executive wing) address this issue?
What must have been done/should not have been done?
We are exposed to various media in daily basis. From print media to social media, we are receiving different kinds of messages that make us well-informed individuals. However, these messages, whether good or bad, are shaping us based on the level of acceptance we imposed to them and also on the beliefs we are strongly attached into. Above all of these, media literacy is the key to understand and interpret the meaning of the messages we are exposed into. From the word itself, literacy is about being skilled at the evaluating or assessment, organizing, and constructing the meaning of the messages.
In the Philippines, literacy on media plays a pivotal role. Media is frequently utilized on the public issues and policies that matters the most.
Let’s take a look at P-noy’s issue. Being the president of the Philippines, P-noy must always watch out to his steps, thinking that he is open to the scrutinizing eye of the viewing public. Moreover, he should serve as the role model not only to the concerned citizens but also to the youth as well. However, it is inevitable not to commit mistake. Even the righteous one is not exempted to imperfections and unacceptable deeds. Cliched as it is, nobody’s perfect. Even we are striving to perfection, time will come that we will be able to commit the same mistakes/s all over and over again. It’s the same as the case of the P-noy’s partying while the bereaved victims of typhoon Sendong are in plight. P-noy is only an ordinary person. As the saying goes: “All work and no play makes Jack a dull boy.” He deserves to “play,” not merely for endless pleasure but to take a break from the grueling work.
If I were to be asked, I admit that attending to the PSG’s party was such a wrong timing. I guess this is what gave rise to the story.
On the other hand, social media users must use their freedom of speech responsibly, not putting their biases on a certain issue.
Media Literacy: What could you infer from SMCRE/F?
Source: Valerie Concepcion’s tweet. Apparently, the tweets caused P-noy’s bad image unintentionally. The followers of the said celebrity put the issue in pedestal. Their opinions
Message: Of course, the content of the said tweets. It depends upon the readers what meaning they want to put on.
Channel: The micro-blogging site Twitter.
Effect: Criticisms made by the followers of the said celebrity.
Feedback: Of course, the negative impressions to P-noy.
The best course of action to be taken is to be silent regarding the issue. Sometimes, being too much defensive might aggravate the imposed negative impressions toward him. PR should also be observed.
Eve Glenn Clarisse P. Morado.
BCR 3-1
ISSUE FOR REFLECTION
Media Literacy: What could you infer - SMCRE/F
How should the government(executive wing) address this issue?
What must have been done/should not have been done?
We are exposed to various media in daily basis. From print media to social media, we are receiving different kinds of messages that make us well-informed individuals. However, these messages, whether good or bad, are shaping us based on the level of acceptance we imposed to them and also on the beliefs we are strongly attached into. Above all of these, media literacy is the key to understand and interpret the meaning of the messages we are exposed into. From the word itself, literacy is about being skilled at the evaluating or assessment, organizing, and constructing the meaning of the messages.
In the Philippines, literacy on media plays a pivotal role. Media is frequently utilized on the public issues and policies that matters the most.
Being the president of the Philippines, P-noy must always watch out to his steps, thinking that he is open to the scrutinizing eye of the viewing public. Moreover, he should serve as the role model not only to the concerned citizens but also to the youth as well. However, it is inevitable not to commit mistake. Even the righteous one is not exempted to imperfections and unacceptable deeds. Cliched as it is, nobody’s perfect. Even we are striving to perfection, time will come that we will be able to commit the same mistakes/s all over and over again. It’s the same as the case of the P-noy’s partying while the bereaved victims of typhoon Sendong are in plight. P-noy is only an ordinary person. As the saying goes: “All work and no play makes Jack a dull boy.” He deserves to “play,” not merely for endless pleasure but to take a break from the grueling work.
If I were to be asked, I admit that attending to the PSG’s party was such a wrong timing. I guess this is what gave rise to the story.
On the other hand, social media users must use their freedom of speech responsibly, not putting their biases on a certain issue.
Media Literacy: What could you infer from SMCRE/F?
Source: Valerie Concepcion’s tweet. Apparently, the tweets caused P-noy’s bad image unintentionally. The followers of the said celebrity put the issue in pedestal. Their opinions
Message: Of course, the content of the said tweets. It depends upon the readers what meaning they want to put on.
Channel: The micro-blogging site Twitter.
Effect: Criticisms made by the followers of the said celebrity.
Feedback: Of course, the negative impressions to P-noy.
The best course of action to be taken is to be silent regarding the issue. Sometimes, being too much defensive might aggravate the imposed negative impressions toward him. PR should also be observed.
Eve Glenn Clarisse P. Morado.
BCR 3-1
Pinoy Tumblr.: Pag-ibig sa Tinubuang Lupa ni Andres Bonifacio »
Aling pag-ibig pa ang hihigit kaya
sa pagka-dalisay at pagka-dakila
gaya ng pag-ibig sa tinubuang lupa?
Alin pag-ibig pa? Wala na nga, wala.Ulit-ulitin mang basahin ng isip
at isa-isahing talastasing pilit
ang salita’t buhay na limbag at titik
ng isang katauhan ito’y namamasid.Banal na…
(Source: allschoolassignments.blogspot.com)
Jack ‘N Jill Chippy TVC Ad Analysis
by Eve Glenn Clarisse P. Morado
This TVC advertisement is truly appealing since it caught my “picky” attention and made me laugh ever since. Moreover, Chippy is one of my favorite snacks. I usually munch on the chips during recreational activities. Every chip is flavorful and crunchy, I can say that Chippy snack is simply irresistible. It cannot be gainsaid that kids and even kids at heart succumb to this snack.
When I saw the this for the very first time, it had left an indelible mark on my mind. In fact, I can’t shift my attention to anything else whenever I encounter it while watching my favorite TV programs. My favorite part in the said ad, and probably, most of the viewers’ favorite, is when the girl, Ana, tries to open a pack of Chippy by only using her one hand in order to be “in” on the group. Imagine! I can’t conceive how this nice, sweet and modest lady would open the snack in such manner.Astig! This is one of the reasons why this ad is appealing, making viewers laugh and amazed at the same time.
I also like the reaction of the guy who refuse to accept Ana in their group unless she would be able to pass the initiation. You will notice that this guy is pretty sure that Ana would not be able to make it through, however, looks can be deceiving after all.
Another thing that I love about the commercial is that the peer uses Chippy snack as an instrument on the initiation process. It appears that the snack is the symbol of their friendship and they set a rule or standard on how an individual who wants to join their group will be accepted.
The tagline: “Chippy, love namin talaga!” is as simple as it is but it’s striking. This tagline, although may be confused with McDonald’s is good but not that outstanding.
Relevance to the Theme
The relevance falls in the concept of friendship and peer. What does it mean if there are many hands in just one pack of chips? For me, it symbolizes friendship. Most of the good times are shared altogether, including bad times. Chippy, as a delicious snack, is one of the snacks that may be enjoyed by peers while doing certain activities that boost bonding and ties of friendship.
Cultural Impact
We, Filipinos, are warm people. In other words, we are friendly and treasure our friends second to our family. You can’t deny the fact that when it comes to friendship, you want to attest if the intention of you friend/s is good or he/she is just playing with you.
In the commercial, the guy doesn’t want Ana to be there in the group. So, he make a rule that seems to be impossible. However, he’s amazed how Ana made it. Hence, he has no right to object but to accept the fact that well, Ana now belongs to their group.
Media Theory/Theories
The applicable theories for this commercial are: theory of persuasion,mass media effect theory and hypodermic needle.
All of the advertisements fall in the aspect of persuasion, convincing you to purchase and patronize their products or services. It’s as simple as that.
When you are exposed to a messages, and they are being injected repetitively, you may find yourself influenced your behavior and attitude. That’s why we can relate it t the theory of mass media effects and hypodermic needle theory.
Ad Appropriateness
Indeed, the ad is undeniably appropriate because when we talk about snacks, most of the theme of the commercials are about friendship and other relationships.
Suggestion
So far, I really like this TVC. The overall theme, the remarkable impact, including the appropriateness of the commercial models and of course, the script are very good. There is nothing more I can suggest. Two thumbs up.
