Britney Spears' public relations

For the past few years, Britney Spears has been tumbling down a very large rocky mountain until she finally came across the to the end of the mountain where she flew completely off of the sane cliff.
However, she is trying to make a comeback. Her hair is growing back from the infamous crazed head shaving at the salon. She has lost her "excess" weight. And seems like she is finally back on the right track to making over her stressful life.
She has been working on/and just came out with a new album. And at the last MTV music awards, she won practically every award out there. Her PR team is working over time to revamp her image and is doing a great job. Her team is doing what any PR group would do to help her get back into who she used to be before all of the madness happened in her life.

Message Appeal

Commericals I Enjoy:

Not only do you find it absolutely insane that a baby is sitting at a computer, but the baby is also talking to you, and not only talking, but he's talking about E-Trade and investing. All of the E-trade commercials featuring the baby are very entertaining and tend to keep your interest because it is such a strange sight to see a baby talking.


This commercial and most other Starburst commercials appeal to their target audience through humor. This commercial appeals to you through humor but also lets you know what the product is and what kind of consumer enjoys it.

Commercials I do not enjoy:

I do not enjoy the Allstate commercials because they strike fear into the consumers mind. However, this is an effective ad and most Allstate ads are effective since they do stick in your mine perhaps more so than ads that are humorous or use other tactics.


I do not like this commercial along with other ads for funding for children. These ads appeal to your emotions and make you feel guilty. However, these ads could be effective to most. I on the other hand do not want to feel sad or guilty when watching TV or when a commercial comes on.

Creative Brief

Creative Brief for Clearasil:

Date: October 28, 2008
Project: Clearasil sprinkles commercial/ad
Project Champion: Adrianna Wilkie

Background:
Success for this ad will be measured in the amount of sales of Clearasil Ultra, a product that is applied to the face that starts working instantly to clear up breakouts. We need to show the before and after effects of using the Clearasil Ultra product. By using Clearasil Ultra, you will have the confidence to get accomplish anything you felt you couldn't achieve before use because "Clearasil May Cause Confidence"

The Audience:
Our primary audience is young men and women starting out when they first see the signs of acne to mid-late twenties. Speaking to this audience requires up to date language and a display of a situation the target market can relate to. This market is looking for a product that works quickly and will make you feel better about your appearance since acne is a sensitive subject for most. The secondary audience is both the adults; late twenties and up, who still struggle with skin problems and also parents of the young adults who are looking for a product their child can relate to to help bring out their inner confidence.

Objectives:
For this project we are trying to get the point across to our consumers that Clearasil Ultra will clear up your acne, bring you new found confidence, and allow you to achieve something you may have thought you could not do before. Humor will be used to relate and position Clearasil Ultra in the minds of the young consumer.

The Message:
The absolute main point we want to get across to our consumers is that "Clearasil may cause Confidence". Which means, if you use our product as directed, your skin problems will disappear and acne will no longer hold you back from your goal.

The Medium:
We will show our ads on channels such as MTV and Noggin to best hit our desired target market of teens and young adults who may be struggling with acne problems. This is the best way to reach the specific audience since both Noggin and MTV are watched by teens and young adults and this market can definately relate to the other shows and commercials shown. This ad will coincide with the other "Clearasil may cause Confidence" ads shown on such channels. For example, this ad should be shown along with this ad:


Anything Else?:
The specifics of this ad should absolutely include before using the Clearasil product and after using the Clearasil product. You should be able to notice the transformation from not having confidence to being absolutely confident with yourself. This ad should be visually appealing to the consumer. Using an attractive male or female as the main focus for before and after using the product will help keep the audiences attention.

The Deadline:
This ad will air during comericial breaks for new episodes for very popular MTV shows such as 'The Hills' and popular Noggin shows such as 'Degrassi'. These shows are very popular with our target market and during this time frame will get to our audience the most.

Budget:
Clearasil is a very well known brand. We will spend a reasonable amout to get the perfect ad. We will use a top agency for absolute certainty our message will get through to our target audience. Our ad will be shown multiple times daily on said channels to get hit our maximum target market.

The Responsible Parties:
Advising Executives of Reckitt Benckiser Inc.

Flat Earth

"Where nutritious and delicious have finally come together. In fact, they’re friends. Sound impossible? Well, at Flat Earth, we believe you can do anything if you set your mind to it. Like combine nutrition with real chip taste.That’s right, there’s a half serving of fruits or veggies baked into every ounce of our delicious crisps. They’re not impossible, they’re IMPOSSIBLY GOOD®."

I agree completely with the positioning of Flat Earth Chips. They have come up with a brilliant idea to combine our favorite snack, the chip, with nutrition. Since there is a half serving of fruits or veggies in one ounce of their chips, this allows us to snack away without feeling the guilt of regular potato chips or other snacks. Flat Earth's position is basically spelled out for us: for us as consumers to snack without feeling the guilt and staying healthy. However, I feel as if this company is only targeting a more advanced age group such as late twenties and thirties. If this company were to position themselves to a larger age group, then I'm sure they would benefit sufficiently.

I really enjoyed the commerical shown to us on Youtube. ( http://www.youtube.com/watch?v=FWHOYZP9280) This commercial is basically telling us that you would never expect for a snack to come out that was so nutritious, that this could only be manufactured "when pigs fly", but as we see in the commerical, the super cute pig is flying and the impossible is coming true.

To position to college aged younger women, Flat Earth should have their commercials targeted toward a more college themed audience. For example: show young college aged women at a study group or watching their favorite show and snacking on Flat Earth Chips. They could also expand their horizions in where they sell their products such as in food courts in colleges or the general store on a college campus.

http://www.flatearth.com/

Brand Identity: Analysis of Ben and Jerry's

Ben & Jerry's believes that their business has a responsibility to the environment and should uphold a set of aspirational principles. They want to better the environment through their ice cream and by also sourcing ingredients, and supporting non-profit organizations.

What does Ben & Jerry's stand for?
Ben & Jerry's stands for bettering the environment as a whole. They do their part in helping to reduce environmental damage by using organic products in some flavors, they supply dairy waste to a compost program, and supports fair trade. Also, they work hard to stomp out global warming. Ben & Jerry's also has an organization called The Ben & Jerry's Foundation. Their mission statement states, "The Mission of the Ben & Jerry's Foundation is to make the world a better place by empowering Ben & Jerry's employees to use available resources to support and encourage organizations that are working towards eliminating the underlying causes of environmental and social problems."
What do you think of when you hear the brand name Ben & Jerry's?
When I hear the name Ben & Jerry's, the first thing I think is, of course, delicious ice cream with the wittiest names you can think of. (Example, Cherry Garcia.) Secondly, the idea of this environmentally healthy company doing it's part to better our world. This company supports peace, and works to stop global warming.
What does the logo signify?
The logo signifies a very clean brand. As you can see, it is a rounded black banner with yellow trim with white, capital, cartoonish looking letters that say Ben & Jerry's inside of it. Also, there is an ice cream cone on the left side of the logo. This lets you know that this brand sells ice cream even if you had never heard about a Ben & Jerry's store.
What does the country of origin mean to consumers?
Ben & Jerry's began as a small homemade ice cream shop in Burlington, Vermont. When you think of Ben & Jerry's you think of local ice cream. Customers loves this. This means, the end product is more fresh, and you're supporting your local farmers, and of course the environment when you purchase this product.
What relationships does the brand have with other companies?
Ben & Jerry's source with many companies to finish their product. They receive their brownies from Greyston Bakery, and receive their milk from the Saint Albans Cooperative Creamery. Also, their cocoa powder, coffee and vanilla extracts are Fair Trade Certified so you know that the farmers are receiving a fair price for their goods.
What is the brand proposition? You should buy Ben & Jerry's products because...
You should buy Ben & Jerry's products because all in all this company is working for a better environment. Not only do their manufacture absolutely delicious ice cream by sourcing, using organic and Fair Trade Certified products, they are working for an end to global warming.

information sources: www.benandjerrys.com

Top 10 Ad Agencys

The Top 10 Ad Agencies Are:

1. J Walter Thompson
2. Leo Burnett Worldwide
3. McCann Erikson Worldwide
4. BBDO Worldwide
5. Grey Worldwide
6. DDB Worldwide
7. Ogilvy and Mather Worldwide
8. Foote, Cone and Belding World
9. Y and R Advertising
10. Publicis Worldwide

Here are a few ads I found interesting:

http://www.youtube.com/watch?v=YOiKG7hb8Pg
The above link takes you to the newer Verizon Wireless commercials made by McCann Erikson Worldwide. I find these very entertaining. This one is influenced by the film, The Shining, by incorporating two twins talking about a "dead zone" other cell phone sometimes get.

http://www.youtube.com/watch?v=hibyAJOSW8U&feature=related
This Ad from Ogilvy and Mather Worldwide for Dove is absolutely amazing. Dove strives to get rid of this distorted body image young girls have of themselves. This ad shows how much work and effort go into these "perfect" faces of these models. This commercial shows the real aspect of this and the basic overall point to this commercial is to show that everyone is beautiful, you shouldn't base yourself on others. This ad is very eye catching and definately gets right to the point, and targets the appropriate market.

http://www.youtube.com/watch?v=8MIktpA50sQ&feature=related
The above link takes you to a Budweiser commercial done by DDB Worldwide. This commercial drew me in right away. It didnt actually show what the commercial was advertising for untill the end, but the ad overall made you want to keep watching to see what it was truly about. The dog shown is so cute, the commercial would appeal not only to the Budweiser beer drinker, but also children and others since it is a family appropriate commercial.