Final Exam

Great class I have learned a lot of good information that I will use in the future, I could be building my own business or making some to another but I do know that the knowledge you have giving me its priceless, not only with advertising class not I have the advantage to take two other marketing class that at the end I gain a package information all worth gold. I enjoy doing the projects every week it forces you to learn everyday and the final project was fun to do, It gave me tome to actually think as a professional and even though I am not actually working for Toms but I gave all my effort or getting to know what I am capable as a professional, To bad I don’t have the video or Photoshop skills to show what I really had in mind! But this and the others classes had change my perspective how to think outside the box how to do business. Every video was great examples. Thank you for making this class learning experience!
I deserve an A (100%)

step 6: Analysis of Project in the Real World

"In any ad take on a person or identity. Is the copy in the ad telling you what you want to do or how to behave? Does the headline take on a maternal tone? does it sound like a friend who is advising you? (Advertising by Design, Robin Landa, pg.199)

Making an ad campaign for Toms is about sending an message out. It speaks the truth. Its about educating consumers of a product and its benefits and why pick Toms over a different brand. Yes its all about selling the product also put, my message to the consumers is that buy our product and make yourself feel better. the product itself meets all the standards of a good, high end quality shoe in the their category. I believe that my advertising will make an impact to the consumers out there and actually take action, This can bring one time consumers or maybe loyal ones but it will bring our consumer together for a good cause and let's be honest who does not want to make a difference and have toms shoes. The are a trend and everyone wants them is about exposing the brand and build their position in the market to stronger and reachable to any consumer. It about consumers knowing Toms shoes are out there. This campaign with bring positive results to the company and bring more consumers.

EOC: Art serving capitalism

"Capitalism, for the most part, distrusts art.
But a look at history shows that business has been at its best when it’s done with a sense of craft and surprise we associate with art.
Art is the stutter step that freezes the opponent. It’s a new way of seeing the world that takes things that are basically the same and makes them suddenly seem different. Art takes things that don’t belong together and welds them at high temperatures

Art teaches business to dance" (http://align.tumblr.com/post/162166244/art-serving-capitalism-why-capitalism-for-the)

I do believe they work by hand, art as a form of advertising or any kind of media always speaks the truth, and is there to educate people and make feel or take action about something. may companies uses these art tools for their own advantage for better or worst. I believe the art involved in it its pure hard working art, its about who is using and how!

EOC: Triplets week 9

" The visual changes, h line changes, but the compositional template stays the same. Other elements that are maintained might include the color palette, style of images, work from the photographer or illustrator, or font family."( advertising by design, Landa pg 169.)
This a perfect example of triplets they have they same elements but different theme.

Step 5: Creative Content

Commercial Description:

The commercial begins with a young man walking in the park and later sits down on the bench fixes his shoes and looks at the camera and says " I walk in Toms"

Than a family is outside having fun in the front yard of their house with joy she says " we walk in Toms"

Later it moves where two little girls are having a friends day out and with joy they say " we walk in Toms"

At the end you see the CEO and children in need (happy having fun happy because they have shoes to wear thanks to all those people that purchase Toms) thankfully and the words "Make a difference.... Walk in Toms"

(these are proud consumers because they are having a good day in what they are doing because they know that because of them they are making another kid happy)

" some of the greatest advertising lines have two things in common: they don't sound like a sales pitch, and they ring true. some have even found their way into the common lexicon" (Advertising by Design, Robin Landa, pg.186)

I did a commercial to promote the new campaign for Toms shoes as you can see its easy to understand the message we are sending out to the consumers.

" when something is emphatically stated, we tend to believe it." (Advertising by Design, Robin Landa, pg. 93)

Step 4: Promotion

" when a fragment of actual life experience, one with which we are completely familiar, is translated into a very short piece of drama or comedy, the result is slice of life advertising" (Advertising by Design, Robin Landa, pg. 96)

The type of promotion I could like to use it's a commercial, I want everyday people making a declaration of the product they use.

" making images from scratch-with hand tools, a camera, or software-it's the best way to go . The image can be the hero of the piece,and you know you created it." (Advertising by Design, Robin Landa, pg. 156)
Who will be involved in the promotion?

The creative director, the staff that put together the commercial. The PR people would be in charge of it same as the advertising agency .

When will it happen?

As so as everything is done it will come to air, in the month of November were people are starting to get ready to shop since the sale and holidays specials are coming back such as Black Friday.

How often will you hold a promotional event?

Enough to a point that the consumers know of the about the products and its benefits. In

this case I would air in Nov, Dic til February because we want the consumer to learn about us and they would probably shop because of the holidays but as soon as that is over I still want consumers have fresh in their minds the brand Toms.

Step 3: The Big Idea

The big idea I came up with is to get the consumer attention by creating an emotional advertising, I want the consumers to react to the message and actually to something about it. The idea distinguish a brand, endears it to the consumer, and motivates the consumer to run out and buy the brand or act on behalf of a social cause" (Advertising by Design, Robin Landa, pg. 67)For Toms company as I mentioned before has their existing campaign one for one buy a pair a shoes and give a pair of new shoes to a child in need. I want to slogan or yet the wording to become more stronger something that the consumer can relate to. For example Walk in Toms there is more of an impact. This means its a statement or fact I walk in Toms and I make a difference. To introduce the campaign it's better to introduce a second message so the consumer can be educated but later on just with Walk in Toms will be enough to understand or even make a clear statement.
" The idea is the unique thinking behind an ad or campaign, usually based on an emotional or functional benefit, or in brand spirit or style."(Advertising by Design, Robin Landa, pg. 67)

Step 2: Competitive analyses

Zappos is consider the biggest competition to any shoe company, in this case Toms it's not safe from competing against them.

How do they draw customers and clients? & What amenities or facilities are offered that you don't have?

"I would define it as always looking for a new way to say and to do things that is both meaningful to yourself, your audience, and your client." (Advertising by Design, Robin Landa, pg. 167)

"As we grow as a company, it has become more and more important to explicitly define the core values from which we develop our culture, our brand, and our business strategies. These are the ten core values that we live by:

1. Deliver WOW Through Service
   
2. Embrace and Drive Change
3. Create Fun and A Little Weirdness
4. Be Adventurous, Creative, and Open-Minded
5. Pursue Growth and Learning
6. Build Open and Honest Relationships With Communication
7. Build a Positive Team and Family Spirit
8. Do More With Less
9. Be Passionate and Determined
10. Be Humble "

(www.zappos.com)

What challenges are they facing?

"The rollout of the user interface, and the expansion into categories including small electronics and cookware, highlight the core of the company's mind-set: find out what the customer wants, and find the best way to deliver it.

One challenge will be convincing customers who are happy to buy shoes from Zappos that they should also turn to the company for other items.:" (http://news.cnet.com/8301-10784_3-9921188-7.html)

I think they are going to hard on adding the new products, because honestly they have to much stuff and when they you go on their its overwhelming to look at so many products and at the end you just don't what to pick from.

I also believe some of their other challenges its the layout of their website it's horrible you don't feel like your shopping.

How do they plan on improving?

If you keep reading in at the end it explains how they are going to improve but I personally think they should come out with a stronger solution. Yes they have great customer service but not only that is going to make succed.

" There is never a guarantee that one ad of any kind will reach millions of individuals or say the right of thing to everyone. But at least there should be a dialogue started that is more dimensional than the piece of paper a consumer holds or the flat box a consumer watches" (Advertising by Design, Robin Landa, pg. 167)

"Zappos is hoping the service that keeps customers coming back will have them looking at new categories. On any given day, 75 percent of orders are repeat customers, Hsieh said. The free shipping and customer service department stand in for advertising as well; Zappos does relatively little traditional advertising, spending about 85 percent of its marketing budget on online buys. Besides print ads in magazines, Zappos' offline buys include ads in airport security trays where passengers place their shoes." (http://news.cnet.com/8301-10784_3-9921188-7.html)

Step 1: Name of product: slogan

I picked Toms shoes because it's a product that has a purpose and I believe in their movement.

Slogan: walk in Toms...

" Don't think think in fancy words or pictures first. Whenever I have to write something. I ask myself. " What am I trying to say?" (Advertising by Design, Robin Landa pg. 50)

I made this slogan because Toms company has a movement for every shoe you buy you are giving one for free for the children, so walk in Toms and be part or our movement. Since it's targeted to young and older audience. It also works for a younger generation, for example the massage can be taken as be part of our movement or become the trend and wear Toms.

" Ideas come from understanding how and why people use a product or service" (Advertising by Design, Robin Landa pg. 42"

EOC: Really good example of chapter 8

"In the late 1990s and now in the twenty-first century. ads tend to be visually driven, especially when they are aimed at a youthful or international market"

"When aiming at an international audience, it's a safe bet that a visual will translate across cultures better than languages" (Advertising by Design, Robin Landa pg.159)

As you can see the advertising it's completely visual the only information that comes in the magazine that you can see it's is slogan "Rock Tradition" and at the button the brand information.But the main focus its all visually, by looking at Ivanka Trump and her posture and elegance, just looking at the ad you don't focus on her because she is a celebrity but you focus towards the product her jewelry.

The ad doesn't need any typography because the image it self sells the product and you know what it is. The product speaks for it self their is no need of description, you just need to look at it to see that it's high end quality jewelry.

This is a perfect example of using visually advertising there is only a need of image, any consumer can read this ad from knowing it's high end, expensive jewelry. Not to forget the most important thing the ad is selling the product who doesn't want her ring or earrings I saw the ad an immediately whent to the web page to look at more merchandise.

EOC: Authority week 8

"If a ad doesn't communicate on a emotional level, it is almost definite that it is worthless. Ann ad with no emotion like a message from a cement block: no feelings, no ideas, nothing to say. choosing the right motion for your message is very important; don't keep it out for fear of being to emotional" by Erick Kessels

I want to build an advertising with emotions it's all about the message, since Toms shoes its a company were I need the audience to feel and understand the message when reading or looking at the ad . I want to connect with the brand and feel what it's their purpose and actually believe in their philosophy "the future of tomorrow" It's about making in impact to receive an audience reaction!