IMC Hawks Blog

Tag: Advertising

  • Back-to-School- Back to Taxes

    As of this past August, there will be no more tax-free weekends for NC. That’s right, you read that correctly- North Carolina repealed the sales tax holiday in efforts to increase revenue for the state. What is known as the “tax-free weekend” started in 2002, and has become a prime time for families looking to save money to purchase school supplies, clothing, footwear, sports equipment and even some electronics with no sales tax. Retailers say that other than Black Friday, tax-free weekend is the busiest shopping time in NC. However, the repeal of the tax-free holiday was erased by the General Assembly as part of the state’s tax overhaul. (According to a WRAL news report, the state lost more than 13.5 million in tax revenue on the 2012 tax-free weekend.)

    North Carolinians have only celebrated tax-free weekend for eleven years, but in that short duration, marketing in North Carolina has evolved to persuade consumers to take advantage of the tax break. Companies use flyers, commercials, promotional emails, web advertisements, and even add additional discounts on top of low prices in efforts to beat out competitors by drawing in the inevitable crowds of customers to their stores. Below is an example of a promotional email, sent out by Kohl’s, which gave customers a reminder of the tax-free weekend, along with an extra incentive to bring them to the store.

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    Due to the slower summer season, businesses cling to these holidays to boost sales. That makes us wonder… how will the removal of tax-free weekend change future marketing for North Carolina businesses?

    Advertisers and marketers know that people in North Carolina will not be as easily inclined to spend large amounts of money in such a short period of time with no extra tax break, so what are they going to do? We can only guess what will happen next year, but we predict companies will amp their creativity in the back to school season. Brands like American Eagle and Teen Vogue are paving the way and are praised for their back-to-school campaigns, which include special events such as fashion shows and a huge social media presence.

    We know people are always going to have to buy back to school items, but now the main concern is are they going to buy as much without the incentive? Marketers are going to have to reinvent the way they communicate persuasive marketing to North Carolinians and deliver their new promotions in a way that our state will accept them. How do you think advertising tactics will change in NC now that there is no more tax-free shopping? Will you be spending as much money on back to school gear?

    – Caroline Robinson, Meghan Carey, Morgan Jones, Savannah Valade

  • The Time Has Come

    Here we are. Ten days until graduation! The past four years have been the most incredible years of my life. It’s almost overwhelming to think of all that has happened to get to this place.

    Growing up in Wilmington, I always said I would go to college anywhere but UNCW. However, when it came time to actually look at colleges, I realized how many opportunities UNCW provided. And at the end of four years, I cannot imagine going anywhere else, even though I tried. After changing by major about three times (because I could not figure out what I wanted to do with the rest of my life), I decided to try to get into the Sonography (ultrasound) Program at Cape Fear Community College. For three semesters, I took classes at UNCW and Cape Fear trying to figure what I wanted to do. In that last semester, I took COM 105 and absolutely loved it. Dr. Weber sold me on the greatness that is Communication Studies, so I changed my major again. After taking a few COM classes, I decided to fully “recommit” to UNCW and stopped pursuing the Sonography Program.

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    During this “two-school” phase, I also got engaged and married to the best guy ever! My dream had always been to have a fall wedding, so we got married in October (yes, in the middle of the semester), but it worked out perfectly. Since then, we celebrated our one-year anniversary, got our first dog, Hudson, bought a house, and got a second dog, Winnie. Needless to say, graduating from college is the next step in growing up!

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    Looking back at all the reasons I changed my major, landing on Communication Studies makes perfect sense. I wanted to be an art major for a while, and Communication Studies requires a huge level of creativity. I wanted to be a business major, and Communication Studies teaches things vital to the business world. I wanted to be a Community Health major, and Communication Studies teaches how to conduct research, how to advocate, and how to effectively present findings. By choosing Communication Studies, I finally felt like I was able to get all I wanted out of my educational experience at UNCW. I have truly enjoyed my courses and have been stretched to learn more and engage in projects that have impacted education. Taking all I have learned in the major I hope work in the field of advertising to combine the aspects research, business, and creativity that I was looking for all along.

    With the support of all of my family, teachers, and friends, these past four years have been a wonderful journey. I cannot thank you all enough for the study sessions, wedding festivities, and moving boxes. I am truly excited to move into this next phase of life.

    –Laura Tippett

  • Networking, Personal Branding, and Tumblr

     

    Personal Branding is an important tool in order to introduce and further promote one’s self to a target market in an effective and decisive manner. Industry guru, Colin Bates says, “A brand is a collection of perceptions in the mind of the consumer.” But the concept of “brand” does not apply – as we are often led to believe – just to companies, their products and their services, but also individuals, regardless of the profession they practice. 

    It is important to keep in mind that strategies for personal branding often revolve around three main tactics: 

     

    • Competence – analyze and improve the characteristics and attitudes of your own persona by producing value on the market.

     

    • Visibility – stand out from the crowd through communication strategies, which may be coordinated both online and offline.

     

    • Networking – be consistent with your own personality, while being open to dialogue and exchange in order to further broadcast yourself and create your own network of contacts with whom to interact.

     

    Ultimately, a personal brand that is strong and empathic is built by offering uniqueness and originality: it is necessary to orient your public and target audience towards values that are positive ​​and consistent at every level. In order to successfully accomplish this it is necessary to establish resources, along with a consistent and constructive dialogue with others. 

     

    Different social media outlets are ways to create one’s personal brand. Specifically, Tumblr offers a very unique way for people and brands to express themselves. It’s a relatively new type of blog that features all types of small niches; something for everyone to find. It’s a little bit like a more informal Pinterest.  One chooses to follow certain blogs, and only posts from those blog show up on one’s “dashboard”. It’s also quite interesting because unless you know someone’s Tumblr URL, there is no way to search for anyone specifically. One finds pages they like through tags and going to the pages of people they follow to find other people and tags. 

    This makes me think of the book, “The Filter Bubble” by Eli Pariser. In this book he talks about how people have “click signals” when they use the Internet. For instance, everything that shows up on one’s Facebook news feed is due to their click signal, as well as all of the advertisements. Facebook saves information from what one clicks on, to what one likes, to how long one is on a certain page, and uses this info to create one’s Facebook home page. Meaning one only sees information that is filtered for them; only information click signals believe they will like.  This creates one to be more close-minded due to the fact that they only see things they prefer to see, and not things people with different opinions post. I believe Tumblr somewhat breaks the filter bubble though, because even though one chooses which blogs to see, there are very few blogs that only post one specific subject. Most blogs have a variety of different types of posts, from movies and music, to science and politics, even adult entertainment. Unlike Pinterest, there aren’t specific boards one can choose to follow on another’s page; instead it shows everything that user posts. So even though one follows a blog because they see a post they like, chances are they are going to see a variety of other things as well. 

    Although Tumblr is still gaining awareness and users, it is still a fun, new way to express one’s personality on the Internet in a truly unique way from the rest.

     

    – Jay Reilly

  • The Transparency Angle

    What’s even real these days? It may or may not be a question that’s crossed your mind recently, but it is causing a stir in companies and ad agencies.  Transparency and authenticity are in, and flashy propaganda is on its way out.  It’s no surprise that businesses continue to refine the concept of authenticity for the purpose of marketing strategy.  What could be more lucrative than to convince consumers that a product can bridge the disconnect between modern civilization and reality, especially in a society constantly seeking meaning?

    Chick-fil-A is one company that is now taking the advertising approach of transparency, inviting customers for behind-the-counter tours at all of their locations.  This blazes the path for their upcoming menu improvements, such as salads with more nutrient-rich ingredients focused on harnessing the concept of authenticity in their food offerings.

    However, restaurant chains aren’t the only ones using this strategy.  Dove, a brand owned by Unilever, started the “real beauty” campaign in 2004 in the hopes of expanding the definition of beauty and promoting self-esteem in women of all shapes and sizes.  This week the company released a video to tell women “you’re more beautiful than you think” by comparing how women view their own beauty with how strangers view them.  This type of advertising goes beyond showing the consumer how authentic a product is; it makes the audience consider the authenticity behind their own self-image.

    The Authenticity Hoax, a book by Andrew Potter, takes apart the ideal of the “authenticity” that we’re all striving for.  He looks at the areas of our lives where we feel connected to experiences, the world, and nature, and how society has lost the true meaning of authenticity in the process of seeking it out.  In his conclusion he says, “we are trying to find at least one sliver of the world, one fragment of experience, that is innocent, spontaneous, genuine, and creative, and not tainted by commercialization, calculation, and self-interest.”

    The minute authenticity became a brand in and of itself, people wanted to have it, and companies are more than happy to sell it.  Dove may highlight the reality of the average woman versus the size zero models in many other ads, but that doesn’t mean they’re not capitalizing on some other ideal.  Authenticity is the new thing to have.  The problem is, just as Potter points out, authenticity is pretty much a false goal.  Chick-fil-A can show its customers where they make the food, but that doesn’t mean anyone’s life is more real because they ate a chicken sandwich that wasn’t frozen.

    – Ally Walton

  • Summertime and the Advertising is Easy

    Spring is in full bloom! Finally the days of heavy coats and freezing rain are over. The weather has finally warmed up and summer is clearly on the horizon. Despite these changes in weather, have you noticed any other changes? What about advertising? It is no secret how brands transform their advertising campaigns depending on the season. But how can they become even more advanced in this approach? The answer is location-based mobile advertisements.

    According to Adweek.com, more and more companies are using location-based mobile ads to target consumers in real time based on the weather. In fact, Twitter and The Weather Chanel have agreed to a partnership for a weather-based ad-targeting product, which use promotional tweets based on current weather. For example, Taco Bell is using this new ad app to run mobile ads through May only when the temperature exceeds 48 degrees. This way, Taco Bell only has to pay for mobile advertisements when the weather matches their summer campaigns, calling for consumers to buy some food and head outside.

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    Other brands, such as Ace Hardware have seen great success using this weather-based advertising technique. This is an extremely smart tactic, using mobile advertising, because they can catch their consumers in real-time through a medium that will always be with them. As you have read earlier this week, we are in an age of digital technology, and almost everyone has a smart phone these days. Consumers will see these ads whenever they use an application on their phone, and the advertisements are even more specially targeted to their audience by focusing on location.

    Mobile advertising is a technique that is taking advantage of our fast, intuitive minds. As Daniel Kahneman suggests in Thinking Fast and Slow, the human mind has two systems at work.  System 1 uses fast thinking and makes spur of the moment decisions. When a consumer has a very targeted advertisement show up on their phone, it may spark a quick decision. Think of this: weather is warm, you’re hungry, and bam!…Taco Bell pops up on your phone showing a variety of tasty, summery foods to satisfy your appetite and quench your summer-mood. Next thing you know, you are in the drive through of Taco Bell with your windows down. These advertisements appeal to the impulsive nature of system 1.

    Paul Gelb, head of strategy for the “MoPub’s” mobile ad network, says it best: “We are just beginning to see the potential of these opportunities because we are now able to reach people in ways that we couldn’t before.” The behavioral insights that location data gives advertisers allows them to successfully deliver mobile audiences based on actual consumer activity. In fact, being able to directly target mobile devices of possible customers, while they are on-the-go, represents the future of mobile marketing. It is safe to say, that the advertising world is at a tipping point in consumer usage of the mobile medium.

    –Julia Tompkins & Sasha De Vecchi

  • Google Takes Over Mobile Advertising with Admob

    The online advertising market is growing but not only when it comes to computers. Facebook is no longer the only company with mobile ad news.  Google recently launched a new system for advertising within mobile cell phones and smart phones, “AdMob: solutions for mobile advertising and the monetization of the most recognized and reliable name in the field of mobile advertising, also known as Google”.

    This new system presents solutions for advertisers who want to promote their brand and acquire new customers by advertising on mobile phones, solutions for agencies that want to expand their advertising campaigns to mobile platforms, and solutions for application developers who want to add Admob as a platform for distribution and monetization. The AdMob-AdWords integration also makes it easier for small and medium sized businesses to spend on Google mobile ads.

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    Admob uses an advanced algorithm of ad selection that allows businesses to contextualize and optimize advertising revenues (similar to Google AdSense). Inserting ads is very easy and can be done without a WordPress plugin, which is usually used to create a mobile version of the site. All a business has to do is simply enter the code in the website page that is generated with Admob to automatically fill in the “banner” advertising within the site.

    “This is about enabling scale for industry,” said a rep for the company. “Anybody that’s buying performance media through AdWords can now very easily add mobile display to campaigns. We have a lot of customers that buy search and desktop display through one interface. Now they’re adding mobile display to that.”

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    As Google grows stronger in the field of mobile advertising, they are claiming their spot in this fast growing sector. In fact, connecting ad platforms has been a focal point for Google this year, as they are enhancing their mobile ad targeting capabilities.

    Admob is a tool that should not be underestimated. In fact, the company’s mobile display ads appear in more than 300,000 apps on phones, establishing themselves as the world biggest mobile advertising company. I think this is a smart move for Google as it seems that everyone in this world now uses smartphones on a daily basis. Companies can easily target consumers at any time of the day because our phones are always with us. Furthermore, brands can stay at top-of-mind awareness because consumers can see their advertisements whenever they use an app. By offering this advanced mobile advertising technology, Google is maintaining their spot as a major technological powerhouse, and helping clients meet their advertising needs.

    –Sasha De Vecchi & Julia Tompkins

  • The Medium and The Message

    We already know that social media is a powerful tool in the realm of advertising and promoting a brand. Companies are able to buy advertisements that show up on our Facebook and Twitter feeds. Whether or not you find it obnoxious or love the introductions to new brands, the advertisements will probably only increase and spread to more social media sites. Personally, I typically find the ads annoying but every once and awhile, they lead me to a new site. Now, a less interrupting way to promote and communicate a brand is by creating accounts on these social media sites. Companies are able to build their brand identity and communicate with their target audience. As consumers, we can follow the brands on Facebook, Twitter, Instagram, Tumblr, Pinterest, etc. if we choose to do so. We can, in a sense, choose which brands communicate to us and which brands we form a relationship with.

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    The importance of social media in communicating to a target audience cannot be overlooking. The medium, social media, through which the content or message is presented, plays an important role in the message the brand communicates. As theorist Marshall McLuhan said, “The medium is the message.” The frame in which the communication occurs has a great impact on the actual message. Brands such as Pepsi have used social media to communicate with brands in a modern way. Staying relevant to their target demographic allows Pepsi to continue building their brand. Brands using social media suggest that they are open to two-way communication and connecting with their target audience. The social media avenue they decide to take also impacts the message. With Twitter, businesses can “quickly share information with people interested in their products and services” using no more than 140 characters. Using Pinterest as a medium, businesses use photograph’s linked to other sites. These pins can represent the brand’s personality to its followers. Amongst his ideas, McLuhan points out the importance of technology and the medium of communication in how it affects our society.

    In terms of social media, McLuhan’s theory applies. The brand communication that occurs because of social media is unlike communication that occurs through any other medium. However, it is important to clarify that the message displayed for the world to see on social media sites is vitally important. We have seen and heard our fair share of social media mistakes that require a full cleanup crew.

    In our technologically savvy and social media buzzing society, I think we can agree with McLuhan that media alters our environment. Using social media is another step in brand communication.

    –Laura Tippett and Katelyn Alston