Articles

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Types of Social Network Advertising and Marketing Communications

April 2, 2019 | Advertising

Display Advertising Banner ads available in different networks, with different formats. All kinds of goals and demographics options for targeting consumers. Suggested Post and Sponsored Posts in a Newsfeed They appear in our feed, similar to a friend’s post, but with the promoted sign. Ads with copy and visual, available in a variety of sizes. […]

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Social Media Numbers – Globally and in Canada

March 12, 2019 | Digital

For a better understanding of the power of social media, it’s important to understand how many people they reach globally, on a daily basis. Facebook is still the most popular social media around the globe, and in 2019 it has reached 2.32 billion monthly users. Facebook’s biggest markets are concentrated in India, the United States […]

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Armor All’s Benefit Ladder, Sweet Spot and Positioning Statement

February 25, 2019 | Advertising

In the hopes of analyzing and understanding Armor All as a brand, it’s important to think about its benefits ladder, sweet spot and positioning statement. Benefits Ladder On the base of Armor All’s benefits lader, the brand’s target is the savvy street hero who likes to keep their car clean. As for Armor All’s product […]

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Advertising Campaigns: How it all begins

February 9, 2019 | Advertising

Advertising campaigns are created to solve a specific issue or pursue a new opportunity for the client. To facilitate the creative thinking, it’s important to divide the final goal into specific advertising objectives. After the client presents the challenge that the agency must resolve, before even start thinking about the big idea, it’s important to understand and […]

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The importance of media planning software tools

January 28, 2019 | Keeper File

User-friendly softwares that provide data about the target are an essential part of the media buying process. 1. comScore It’s one of the most famous softwares and, although you can’t use it to actually create a media plan, comScore has a lot of features that helps the media planners and buyers to create the perfect […]

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The Triangle of Power in the Media Buying Process

January 18, 2019 | Advertising

In the media buying process, there are three main elements that constitute the Triangle of Power: In a way, everything starts with the brand advertiser. Without a brand’s need to advertise, there would be no media buying and selling process. When a brand hires an agency with the intent to advertise its products or services, different new […]

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The Handmaid’s Tale and its alert to women everywhere

December 19, 2018 | Pop Culture

The Handmaid’s Tale is a 1985 novel written by Margaret Atwood set in a near dystopian future, where women have lost all their rights and most of them are now infertile. It approaches important topics such as feminism, human rights, equality and how far mankind could actually go to guarantee its own survival, even if […]

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Heineken: The Cliché

November 20, 2018 | Ads

In 2016, Publicis launched a campaign for Heineken in Brazil called The Cliché. In the ad, we see three couples having dinner while the men receive a message saying that they are invited to a Heineken’s party that will be transmitting the Champions League Final. But first, they need to convince their girlfriends to go […]

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Alexa Loses Her Voice and finds many celebrities to help

| Ads

When advertisers want to associate their products with aspirational reference groups, they usually resort to celebrity advertising. And that’s what Amazon did for this year’s Super Bowl ad for one of its main products: Alexa. In the 90 second ad, we see Amazon’s personal assistant suddenly losing her voice. The happening quickly becomes news and the Amazon’s […]

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What does “oxente” means?

November 19, 2018 | Blog

“Oxente” is a Brazilian expression. Have you heard of it before? Originated on the state of Bahia, “oxente” or “oxe”, for short, is part of the baianês (Bahia slang). But what is the meaning of this expression? “Oxente” suggests surprise, astonishment. In English, it would mean something similar to “what”, used in many different circumstances. The correct […]

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Tim Hortons and the Accommodation theory

November 17, 2018 | Advertising

Should a brand create an ad focusing on different cultures? If they can do it in a sensitive and respectful way as Tim Horton does on this ad, then surely yes. When Tim Hortons creates ads that are focusing on other cultures rather than the Canadian one, the company is attesting its understanding of how consumer’s behavior […]

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PC and its focus on Values and Lifestyle

November 15, 2018 | Advertising

When a big brand like President’s Choice, well know by its products good quality and cheap prize, creates a campaign like #EatTogether shifting away from product-focused advertising, we can be sure on what they are trying to focus: values and lifestyle, also know as VALS. This technique is used for psychographic market segmentation and is […]

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