EN

PT

Cristal Bittencourt


Digital Media Specialist

Professor

Blogger

Advertising


image

Heineken: The Cliché

November 20, 2018 | Advertising

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 […]

Full Article
image

Alexa Loses Her Voice and finds many celebrities to help

| Advertising

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 […]

Full Article
image

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 […]

Full Article
image

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 […]

Full Article
image

Mc Donald’s and the 5Ps of Marketing

November 10, 2018 | Advertising

A company like Mc Donald’s always has a lot on its plate, – no pun intended.  Sometimes it’s a new sandwich that they have to have to advertise, a new combo or even a whole new menu, as they did some years ago with the McCafe menu. But one thing is for sure, they always […]

Full Article
image

Coca-Cola: This coke is a Fanta

November 3, 2018 | Advertising

When we try to understand the success of some campaigns, it is important to think about the Maslow’s Hierarchy of Needs and its segments: self-fulfillment, psychological and basic needs. In 2017, DAVID the agency, from WPP Group, the largest agency group in the world, created This coke is a Fanta, a campaign to subvert discrimination that would go […]

Full Article
image

The importance of understanding the target

October 31, 2018 | Advertising

For a campaign to be successful, one of the most important steps is to find and understand the target.  Once you have figured out the right one, the path to the Buying-Decision Process maybe smoother. But if you have a campaign that is going to be seen in many places of the world, what would you do? […]

Full Article
image

Neuromarketing and Emotional Appeals

October 30, 2018 | Advertising

In recent years, advertising has been using neuromarketing techniques more and more. But what is neuromarketing? It’s the application of neuroscience to marketing. Studies have shown that 95% of our mental activity is subconscious, and neuroscience is the branch of science that tries to understand that. By studying the nervous system, neuroscience intends to figure out how […]

Full Article
image

Operant conditioning and its use in media

October 25, 2018 | Advertising

Operant Conditioning is a method of learning studied by psychologists since 1920. Behaviorists such as John B. Watson and Burrhus Frederic Skinner became famous by spreading the idea that human behavior could be conditioned through reinforcement – a term created by Skinner. Simply put, according to his ideas, repeated stimuli leads to repeated patterns of behavior. Throughout […]

Full Article
image

Tullamore Dew Irish Whiskey: The Parting Glass

October 18, 2018 | Advertising

The Tullamore Dew ad, The Parting Glass, was part of a Irish true campaign released in 2013 and although it was a success back then, it may have encounter some blacklash if it was created in 2018. The creative of the ad embraces the Irish culture, considering both psychological and social forces when it was […]

Full Article
image

Coca-cola: I’d like to buy the world a Coke

October 16, 2018 | Advertising

The Coca-cola ad, I’d like to buy the world a Coke, was released in 1971, when the marketing world was in the beginning of would be know as Marketing 3.0. Philip Kotler defends this new model of Marketing 3.0 and argues that customers must be treated as more than just consumers, but as depth human […]

Full Article