pacific coffee

yesterday,,i saw the tv programme 畢打自己人
i found that promoting new products through the tv programme is very useful
this is one kind of strategy of below the line
its very different from tvc,, because tvc is promoting the products directly.
but that is not. you will only see the product or brand name stars in the programme.
why i said i think this method is useful.
because i saw the role using a coffee card in 畢打自己人
i was quite interested in it

and plus,, i always drink starbucks but never pacific coffe

so i go to search if there is this card or not in the their website

then i know more about their service 

thats what they want to have ,,i mean their objective.

uniqlo

uniqlo is very popular in this few years.

uniqlo is the brand that comes from japan.

few years ago,,very lack of people heard of this brand.

it is very fresh for us,,so uniqlo is in a informing stage in hong kong.

first of all,, uniqlo need to let the consumers know their positing,,image,,,,

and increase the awareness in hong kong fashion industry.

as we all know that uniqlo is very successful.

uniqlo build up its unique image and set the right positioning.

and most of the success is because of the designer,, kashiwa sato

he is the one designer that i like

this season,, we can always hear about ''ut''

ut = uniqlo tee

uniqlo has crossover with so many different artists and company.

uniqlo invite them to design the print tee for it.

and plus,, the whole campaign is packaged very well by kashiwa sato

uniqlo has good interior design,, good packaging,, good selling strategy,, good wed design

http://www.uniqlo.com/hk/

by kashiwa sato

this is another campaign that won a&ad

check it;)

 NIQLOCK It’s a fusion of dance video routines, time signal music and clock utility. It’s a 24/7 presentation of UNIQLO clothing. We named it UNIQLOCK. It automatically became a tool to connect UNIQLO and the world’s bloggers, as buzz builders. The bloggers were motivated by seeing the website’s world map which visualised the growth in the number of users. Screensavers and shop installations were also released to enhance the UNIQLOCK experience from personal desktops to the UNIQLO stores.

Creative Director Koichiro Tanaka 

Executive Creative Director Yoshiaki Nagasaki 

Interactive Designer Yukio Sato 

Interactive Designer Keiichi Tozaki 

Art Director Takayuki Sugihara 

Copywriter Koichiro Tanaka 

Director Yuichi Kodama 

Producer Takaharu Hatori 

Producer Hiroyuki Kojima 

Choreography Air:man 

Digital Agency 

Projector Advertising Agency 

Paragraph Marketing Manager Kentaro Katsube 

Sound Design Fantastic 

Power food for birds

Advertising Agency: Publicis Frankfurt, Germany
Executive Creative Director: Stephan Ganser
Creative Director Copy: Peter Kaim
Creative Director Art: Nico Juenger
Photographer: Johannes Krzeslack
Post Production: Peer Dabrowski/Zerone
Published: January 2009

Time to leave

Advertising Agency: Prohome, Budapest, Hungary
Creative Director / Copywriter: Tamas Csornai-Kovács
Art Director: Máté Pribelszky
Production: Sándor Ziemer-Wolf
Released: December 2008

fresh all winter

nice image;)

It wakes you. It saves you.

Advertising Agency: CumminsNitro Brisbane, Australia
Creative Directors: Nancy Hartley, James burchill
Art Directors: Ralphie Barnett, Cristian Staal
Copywriter: Merrin McCormack
Other additional credits: Adam Ford, Jason Kibsgaard, Darren McColl, Edwina Gilmour, Anne-Maree Wilson
Published: January 2009

style of bolubolu

bolubolu is.... sunny,,, happy,,, clean,,,, fresh

so i found some reference images,,

i wanna do something like the below pictures

something make people feel happy

like colorful,, sunshine,, grass,,,,,,,,

finally,,i made this

logo of bolubolu

finally we finished our presentation!!!;)

we were very busy,,and tired before..

and i forgot to update the blog....

now let me upload the process of our project first,,,

i was designing the logo of our new ice cream line --bolubolu 
i have tried different combination,,

this is the final version ,,

but i don't know why the blog can't show the actual color 

its light pink not light purple 

reference for our project

these are the reference for our project that i found before

the style of this ice cream brand is kind of the feeling 

that i what to use on our new line bolubolu of appolo 

advertising @MTR ststionb

bill board is not the only advertising media in MTR station now

we can see many different creative advertising 

not only 2D but 3D also

and my favorite and impressible one is......

because its really nice!! 

when i walked through the tunnel ,,

i saw everyone was surprised and 

appreciate this "bling bling'' decoration 

sharing another two special adv to you,,, 

funny too ;)

McCafe 24 hours adv 

2D----3D 出前一丁四十年

和興白花油

我忍唔住要用中文打依篇blog tim,,,

前幾日行過紅磡行人隧道見到白花油既廣告,,

好得人驚呀我覺得,,,

好醜樣既typeface,,,唔match既,,,

個product同package好似我地d board 咁,,, key落去咁,,,

福仔系列相信係target一班年青人既,,

http://www.whiteflower.com.hk/e/default_home.asp

但係.....

不過其實我覺得白花油係一個好好既例子

係咩例子呢?

係一個說明左BRAND老細先係最後話事個個,,

ECD都要聽CLIENT話既一個好例子;)

睇番....以下依個廣告,,,我諗大家都會認同,,真令人摸不著頭腦

wts that...

Allegro Opus 3.3am MV!!!!

this morning,,oil was screaming ''小克!!!!!!''

then i ran to her,,coz we both love him;)

its eason chan's new song,,,Allegro Opus 3.3am mv!

its from 小克!!!!!!

WOW!!!!!so nice! amazing!!!

here is the mv!!!!!!

actually,, its the good way for promoting 小克 himself!!!

funny street art

a street art artist stick some photoshop tool bar on the bill board

can u get his message??;)

 

pepsi 2009

changing logo is one of the advertising strategy,,

obviously,,changing logo is a cautious decision of a brand

but we all know that some famous brand always changing their logo

e.g.....coca cola,,,,pepsi

i think its bcoz of the competitory market 

when coca cola keeping update and refreshing themselves 

pepsi cant do nothing

there is the new logo of pepsi 

enjoy;)

2009,,,pepsi sell  ''refresh everything''

here is the tvc ''im good''

but i dont really like it,,,,

my tvb

have you guys been tvb.com and see the tv program?

TVB put most of their program on their website

i think its so smart 

because nowadays people spend most of their time on computer more than tv

tvb.com"My Tv" can attract the people who watch tvb program on youtube

and i think the main reason that tvb let us enjoy the free program 

its bcoz this is the new and effective way for advertising

prefect package

package is one of the advertising strategy

and it can attract consumer directly

i like this package very much;) prefect!

but actually, i have seen one similar thing from kenya hara few years ago

 

i  like it;)

media of advertising2

how about below the line?

Below the line sales promotions are short-term incentives, largely aimed at consumers. With the increasing pressure on the marketing team to achieve communication objectives more efficiently in a limited budget, there has been a need to find out more effective and cost efficient ways to communicate with the target markets. This has led to a shift from the regular media based advertising.

According to Gaurav Singh, "Below-the-line sales promotion is an immediate or delayed incentive to purchase, expressed in cash or in kind, and having only a short term or temporary duration."

Below the Line uses less conventional methods than the usual specific channels of advertising to promote products, services, etc. than Above the Line strategies. These may include activities such as direct mail, public relations and sales promotions for which a fee is agreed upon and charged up front. Below the line advertising typically focuses on direct means ofcommunication, most commonly direct mail and e-mail, often using highly targeted lists of names to maximize response rates. Another interesting and very effective BTL is Ssop Intercept. Trained sales personnel, often girls, are deployed at Retail Stores, near the shelves of targeted products. These girls convince customers visiting these shelves about the better aspects of their brand compared with others. This is ideal for new launches as it generates trials, which if successful result in repeat sales. In addition,above the line is much more effective when the target group is very large and difficult to define. But if the target group is limited and specific, it is always advisable to use BTL promotions for efficiency and cost-effectiveness.

Say, for example, if a pen manufacturer is going to promote its product, it may take the ATL route, but if a company manufactures computer UPS, it will certainly take the BTL route, as the target group is very limited and specific.

More recently, agencies and clients have switched to an 'Integrated Communication Approach.' BTL is a common technique used for "touch and feel" products (consumer items where the customer will rely on immediate information rather than previously researched items). BTL techniques ensures recall of the brand while at the same time highlighting the features of the product.

Some of the ways by which companies do BTL (below the line) promotions are by exhibitions, sponsorship activities, public relations and sales promotions like giving freebies with goods, trade discounts given to dealers and customers, reduced price offers on products, giving coupons which can be redeemed later etc.

In a nutshell, while Above-the-Line promotions are tailored for a mass audience, BTL promotions are targeted at individuals according to their needs or preferences. While Above-the-Line promotions can establish brand identity, BTL can actually lead to a sale. Above-the-line promotions are also somewhat impossible to measure well, while BTL promotions are highly measurable, giving marketers valuable insights into their return-on-investment.

According to EBS Worldwide, mainstream mass broadcast marketing is increasingly being viewed as uneconomical, in terms of Return on Investment, which is where BTL marketing fits in.

Methods of below the line sales promotion

1. Price promotion

   Price promotions are also commonly known as" price discounting". These can be done in two ways:

   • A discount to the normal selling price of a product, or
   • More of the product at the normal price

   Price promotions however can also have a negative effect by spoiling the brand reputation or just a temporary sales boost (during the discounts) followed by a lull when the discount would be called off.

2. Coupons
3. Gift with purchases, also gifts certificates
4. Competitions and prizes

   This is an important tool to increase brand awareness amongst the target consumer. It can be used to boost up sales for temporary period and ensure usage amongst first time users.

5. Money refunds

   A customer receives a money refund after submitting a proof of purchase to the manufacturer. Customers often view these schemes with some suspicion – particularly if the method of obtaining a refund looks unusual or onerous.

6. Frequent user/loyalty incentives
7. Point-of-sale displays

   Shopping habits are changing for the people living in metropolitan cities. People prefer big retail outlets like Big Bazaar to local kirana stores. Most of the decisions of buying are taken by the virtue of point-of-sale displays in these retail outlets. In these times of high inflation and more and more channel surfing, BTL are proving to be a very cost effective tool. As Tariq Ikram, a distributor of FMCG products in Karachi, Pakistan observes," the effect of BTL is immediate and objective, one can know within days about the effective utilization or not of money. We have seen great success in BTL activities done by Continental Biscuits and Engro Foods in Pakistan.

   
   
   
   
   now i know,,,
   BTL is more directly contact to the customers than ATL.
   

media of advertising

i am studying the media of advertising.

i think tvc and print-adv are the most popular and common adv strategy.

these kind of adv are called above the line.

''what is above the line??''

Above the line is a type of advertising through media such as TV, cinema, radio, print, banners and search engines to promote brands. Major uses include television and radio advertising,web and Internet banner ads. This type of communication is conventional in nature and is considered impersonal to customers. It differs from Below the line advertising, which believes in unconventional brand-building strategies, such as direct mail and printed media (and usually involve no motion graphics).

The term comes from accountancy and involves the way in which Procter and Gamble, one of the world’s biggest advertising clients, was charged for its media in the 1950s and 1960s. Advertising agencies made so much commission from booking media for clients that the creative generation and actual production costs of making TV ads was free – hence above the line. Everything else they paid for and was therefore below the line. Since then, models have changed and clients are no longer charged for their media in that way.

Used loosely, above the line still means mass media. However the media landscape has shifted so dramatically that advertisers have reconsidered the definitions of mass media.

green road project

http://au-ss.jp/pc/index.html

great

i really like it

Your contribution can end child labour.

Advertising Agency: JWT, Mumbai, India
Creative Directors: Tista Sen, Shammsunder Gooud
Art Director / Copywriter: Shammsunder Gooud
Photographer: Avadhut Hembade
Released: November 2007

Best job in the world

Advertising Agency: CumminsNitro Brisbane, Australia
Creative Directors: Nancy Hartley, James burchill
Art Directors: Ralphie Barnett, Cristian Staal
Copywriter: Merrin McCormack
Other additional credits: Adam Ford, Jason Kibsgaard, Darren McColl, Edwina Gilmour, Anne-Maree Wilson
Published: January 2009

KY

http://www.rthk.org.hk/elearning/hkillustrators/index.htm?section=theme_list

KY;) so great

飲食男女

i think 飲食男女 is a good magazine

coz they have good layout and images

ok ice-cream

http://www.nivea.com.hk/imported_specials/show/14252



OK免費雪糕事件發生於2008年5月中，「NIVEA公司」(妮維雅公司)與「OK便利店」合作舉行宣傳推廣活動，只要網友答對NIVEA網頁中的問題，即可列印「OK便利店」免費換領雪糕贈券，有效期至2008年6月1日。事件懷疑令高登人等不少網民取得著數，導致「NIVEA公司」蒙受一定程度損失，及「OK便利店」員工工作量大增。而推廣活動提早於2008年5月31日腰斬收場。




is it a adv strategy?

adv 101

出色的marketing strategy不會如promotion gimmick般三朝兩日便會收效，而且成功的marketing strategy，不但帶來銷量，還會改變消費者的習慣，為品牌長遠發展奠定基礎。

marketing也是工商管理的一部分，marketing的任務也是服務公司的盈利，只是一些策略基礎，以了解消費者、了解市場環境、了解競爭對手的產品為入手點，便算是marketing strategy了。


these few sentences stick in my mind after reading 101 blog.

''how to say''-- condom shop

analysis:

1) Denotation

2)Irony

3)comparison

''how to say''-- Poiorin

art director: Khai Doan, Kathrin Waschek
copywriter: Jan Koehler
photographer: Marc Wuchner
illustrator: Werner Schlaghecken
typographer: Sabine Frieben

analysis :
1) as...as
2) exaggeration

''hoe to say''-- Heinz

client: Heinz
art director: Pete Davis
copywriter: Adam Rimmer
photographer: David Sykes

nice photo;)
the bread was cut perfectly
and the highlight of the sauce is so great;)
but do u think the hotdog is so fake haa

analysis:
1) connotation