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Cristal Bittencourt


Digital Media Specialist | Blogger

Advertising


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Message x Target Audience x The right Media

April 11, 2019 | Advertising

When trying to understand what media platforms will be chosen for the campaign, it’s important to think about some questions. Who is the target market? What is the message to be communicated in the campaign? Where are the market priorities geographically? When is the best time to reach our target market? How many media vehicles […]

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Big Idea Solution Circle

April 7, 2019 | Advertising

When trying to come up with a big idea, it’s important to start understanding what are the problems that the brand needs to solve and who is the target audience. Those two elements, when fully comprehended and analyzed, will lead to the audience insights. The insights are the fuel to the big idea. When the […]

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Video Game Advertising

| Advertising

Video Game Advertising is also known as advergame. Through advergaming, brands can be a part of the consumer’s life in a different way than usual. Those ads are used to create brand awareness, while also improving the brand’s preference rating. Advergames can also stimulate purchases, through media space buying or product placement. But how can […]

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Understanding the Audience as a Consumer

April 5, 2019 | Advertising

When trying to understand the consumer’s media habits, it’s important to think of their lives and understand who they are as a consumer. In this example, Swiffer WetJet will be used as a case study. Their primary target are young professionals from 21 to 35 years old, that are starting their career and still don’t […]

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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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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 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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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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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 […]

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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 […]

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