IMC Hawks Blog

Category: Advertising

  • Marketing Over Seas

    Mindshare Media is an innovative media network corporation that functions not only in North America, but across the world. The many locations of  MindShareMedia offices include North America, Asia, Europe, the Middle East, Africa, and the Asian Pacific. The company strives to enhance the way businesses interact and communicate with consumers and convey new, pioneering ideas in a unique way. The company claims “gaining a greater share of customers’ minds for our clients calls for smart ideas, but they are worth little without rapid decision-making, committed action and faultless execution,” which is always the goal of their employees.

    Upon visiting London in May of 2009, I had the opportunity to tour a Mindshare office and speak with a young professional who had been employed with the company for a few years. He described that the way the company conducted business was very laid back, yet professional, and focused on helping their clients cover new ground and break away from traditional audiences. He even discussed a current campaign Mindshare was working on with their client, Hanes underwear. The young man explained that employees of Mindshare developed a marketing strategy of displaying and simply stringing Hanes men’s underwear throughout the streets of London to gain attention from people passing by. This was just an example of how Mindshare takes their strategies to a new level.

    Current clients include Nike, LG and Virgin Mobile, and the Mindshare website provides many case studies to support their past and current clients. MindShare Media prides themselves on creating groundbreaking advertisement campaigns as well as overall promotional marketing strategies and tools. They have a very impressive website that is interactive and details their mission as a company, their services, as well as their new ideas of marketing for a particular product.

    The marketing strategies and overall communication tactics Mindshare employ are without a doubt worth exploring. Mindshare Media will only continue to grow as the global communication market shrinks and people are brought closer together with innovative ideas and resources such as the ones this company offers.

    Stephanie Saulsbury

    Lacey Inman

  • A Glimpse into Digital Multimedia

    New technology has allowed Communication Studies to become a very versatile major.  With the evolution of social networking tools and other forms of new media, those who have chosen a career field in Communication Studies have had no other choice than to become very versatile in their technological skill set.  One aspect of Communication Studies that is often overlooked, yet is essential to the field of study is digital multimedia.  Digital multimedia often serves as a backbone for marketing and advertising seeing as visual aesthetics are key to these practices.  With this in mind, I would like to encourage everyone to explore the functions of the Adobe Suite.

    InDesign, Photoshop, Illustrator, etc., are all computer programs that advertising and marketing professionals use on a regular basis.  The functionality of this software is practically endless and that is why knowledge of these programs is often times very appealing to employers.  The University of North Carolina Wilmington offers a number of classes aimed at helping students acquire a skill set within the Adobe Suite.

    Below are a list of courses offered by UNCW’s Communication Studies department geared towards digital multimedia:

    COM 260. Digital Multimedia: Comprehensive introduction to the fundamentals of digital multimedia. Topics include digital image editing, digital graphic design, Web design, and basic animation.

    COM 262. Introduction to Animation: Basic principles of animation using computer generated animation. Providing students with essential tools to gain knowledge about modeling, lights, cameras, motion, interactivity and rendering.

    COM 460. Desktop Publishing : Study of layout and design as it applies to desktop publishing with practical application of design fundamentals for a variety of practical assignments (e.g., brochures, newsletters, Web pages). Emphasis on use of desktop publishing for the public relations/advertising practitioner and the employment of software packages needed for effective layout and design.

    COM 475. Advanced Digital Multimedia: Proving students with the opportunity to gain in-depth knowledge about digital multimedia. Emphasis on developing skills in digital multimedia for use in advertising, print media, and electronic media.

    Dr. Noor Al-Deen of UNCW’s Communication Studies department has samples of students’ work on her website.

    Laura Ann Klinedinst

  • Sprite commercial goes global

    Hip-Hop artist Drake stars in Sprite’s new campaign launch “Spark,” the company’s new updated logo.  This campaign is aimed at encouraging teens to express their creativity through music and film.  Spark is Sprite’s first ever global marketing campaign.

    The commercial is titled “Unleashed” and features the rapper in a recording studio with no inspiration.  As soon as he drinks the Sprite and his body begins to transform as the Sprite flows through his body.  As a result of the soda he is able to find inspiration and spits a famous ling line from his song “Forever”, “Last name ever/First name greatest.”

    Drake has yet to release his debut album so the worldwide publicity will hopefully be great for his career.  “We looked at a lot of artists for this campaign,” says Joe Tripodi, Chief Marketing and Commercial Officer of the Coca-Cola Company. “It began with the core creative idea that Sprite is the spark of fresh thinking when you combine our brand of individuality and creativity with the sudden refreshment of lemon lime that comes together for the spark. As we filtered through, we realized we wanted someone with a breadth of interest across the globe — a new, fresh, young talent.”

    The “Spark” campaign is an integrated marketing tool that will allow people an outlet to record their own 45-second animated films.  “Unleashed” currently airs in four markets, United States, Philippines, Turkey, and South Africa.

    -Danielle Murray

  • USA: A Branded Nation

    Are you a church goer?  Have you attended/are you going to attend college?  Does visiting a national museum ever make your annual to-do list?  Have you considered yourself better off based on your choice of membership?  If you have answered yes to any or all of these questions, the follow-up question to ask yourself is whether or not you have recognized the marketing strategies these million dollar institutions utilize to get you to answer yes.  Believe it or not all three organizations have become marketing conglomerates that generate a specific brand targeted to specific audience members to lure in recurring attendance and membership which is highlighted in Branded Nation.

    Once thought of as “above marketing” establishments, James Twitchell , author of Branded Nation and English professor at the University of Florida , enlightens his readers with an awakening breakdown of the religion, higher education, and museum worlds related to marketing.  Despite the refute by ministers, university presidents, and museum directors opposing Branded Nation’s  argument, Twitchell  wittily examines all three cultural institutions to support his claims to show the permeation of branding and marketing among the high American culture.

    In our prerequisite course, Introduction to IMC, we were required to read Branded Nation to aid in understanding of high culture and low culture.  Twitchell gives an example of the brand surrounding the concept of an Evian bottle of water, a low culture.  Drinking Evian creates a story, as Twitchell would say, that depicts a different account versus drinking an Aquafina bottle of water.  Now, there is nothing wrong with drinking either water selection, however, Twitchell goes on to say that the way we look at advertising/marketing and the way we consume collide to make a story portrayal of ourselves and the market we engage.  This concept was highly known among the low culture such as music, movies, and clothing, but Branded Nation unwraps the unnerving advertising/marketing approaches within high culture ties, which keeps readers gripping the cover till the end of the book.

    If you are even slightly interested in marketing development, or if you qualify as a “yes” answer to the aforementioned questions, I highly recommend reading the words of Twitchell.  Although a bit skewed as some opinions are heavily emphasized, Branded Nation will change the way you look at your church, your college or university, and your neighborhood museum.  It will help you to take a more critical observation at the messages behind any brand or story and ask yourself even more questions regarding the marketing world and the quality of product(s) you are purchasing and accepting.  Above all else, read Branded Nation to discover why Twitchell ends with the quote, “Get used to it, because it ain’t gonna get any better.”

    -Allyson Corbin

  • Jay-Z Joins the NJ Nets on the Court of Social Media

    The New Jersey Nets have had a questionable relationship with Twitter, recalling a scenario not too long ago when their teammate, Terrence Williams, tweeted out how he regretted being drafted to the Nets. With this in the past, it appears the Nets are attempting to rekindle their relationship with the social media giant. They are now attempting to use its features a little more…constructively.

    The Nets are deemed by many sports fans as “historically bad” at basketball with a record of 5-51. Thus, they are attempting to liven up their fan base and keep the support on the court. In an article on February 23, 2010, the Nets unleashed their newest marketing effort to try and increase their wobbly attendance. They have announced a contest for fans to win tickets to Jay-Z’s concert on March 6th.  In order to be a “fan” and enter the contest, an individual must become a fan of the team on Facebook or must follow them on Twitter.

    Once a fan on Facebook, fill out a form before March 1st to be entered into the drawing. As a follower on Twitter, tweet the message “Hey @NetsBasketball I want to win two tickets to the Jay-Z concert at the Izod Center on March 6th. More info: http://bit.ly/jayznets.”

    It is clear the Nets are attempting to build a stronger social network to not only increase attendance but also foster an identity for the future. They are attempting to connect better with their fan base and build a lasting brand. With part owner Jay-Z on their side, this strategy might actually work. Let’s just hope Terrence Williams does not tweet out that he’d rather have Lady Gaga tickets…

    Rachel Kaylor

  • I’m Lovin It! McDonalds Dominates Olympic Marketing Scene

    McDonald’s is the top sponsor for this year’s winter Games in Vancouver. Sportsfeatures.com describes how they have branded themselves as the Official Restaurant of the Olympic Games while opening three restaurant areas in the Olympic Villages in Vancouver and Whistler and the main press center in Vancouver.

    Much of the advertising is athlete-themed while embracing a “Share the Gold” slogan with Chicken McNugget promotions.  Along with the golden Chicken McNuggets, stores here in the U.S. are offering a new limited time sauce.

    McDonald’s is using three new advertising campaigns specifically targeting the Olympic season.  New items that have been added to the menu are the S’mores Pie and the Crème Brulee, and Crunch McFlurry.  To further support the Olympic themes, Happy Meals will include interactive toys of the 2010 Winter Games mascots.

    Outside of the Olympic themed advertising, McDonald’s is also continuing their Champion kids program which began at the Beijing 2008 Olympic Summer Games.  This program offers children ages 6-14 from all around the world the opportunity to personally experience the Games first-hand.  A panel of ten ambassadors at the Vancouver Games along with Olympic athletes judge essay entries to award the winners.

    As the Official Restaurant of the Olympic Games, McDonald’s focuses their advertising on supporting the Games and branding themselves through new winter themed menu items.  Their Champion kids program embraces the Olympic spirit while reaching out to involve young kids all around the world.

    Taylor Diehl

  • The Internet Too Slow?

    The Internet is apparently too slow according to a Google analyst. Google has almost always had a very conservative view of the internet and the advocate for few, if any government censorship and barriers. There are many countries, such as China and France that put blocks on website’s information in order to hinder the amount and type of information its citizens receive. Google’s ideal would be achieving a single Web in order for all people to have high-speed, open and all-access internet connections.

    Google has recently taken strong actions against China by threatening to completely pull Google out of the country because of their strong governmental intervention and hacking. By taking out all of the blocks and creating a unified Web, Google says that everyone will be able to use the internet to its strongest ability. During an interview with CNN , Google analyst Derek Slater answered questions to give insight on how we can get this broadband, high-speed internet. Slater says, the Federal Communications Commission has started working towards creating a national broadband plan to give fast, affordable and open access to the internet in the United States in effort to put the US back on top in regards to internet leaders. The plan of action to achieve this is very in depth and requires much experimentation. It will be vital to achieve this solution that all sectors, municipalities and government agencies.

    Some ideas Google has submitted include using communities as central hubs for this broadband internet access for people to use and disperse. Furthermore to spread multiple strands of fiber to people’s homes in order to eliminate the high cost of digging up the streets and running cable into people’s homes.  Slater emphasize how essential it is for people to participate in civil society and political processes, along with economic growth, innovation and job creation. By falling behind on the implementation of this, we are falling behind in global competition economically and innovatively.

    Using Google as an example, Slater shows how the open internet can benefit all users and society through greater innovation, creativity, and free expression. This Democratization of the internet will further evolve the way people, business, and society use the internet in a seemingly immeasurable way.

    Shannon Meadows