Week 11 EOC: Final Evaluation

Before taking this course I was had some knowledge of the subject but was unclear and did not know a lot behind advertising. Through the course of the quarter I have grown confident with the class material. Now when I look at an advertisement I see it in a completely different way, I am able to see what the advertiser is trying to communicate and to whom. I have met and understand a large number of the course objectives, which allows me to see advertising for what it really is and not what it is trying to communicate. The classroom experience was great, it was at a steady pace, it did not feel as if I was forcing myself to learn the subject, it came with ease. The class seemed to get easy as we went further down the quarter, rather than harder. I really enjoyed the form in which the class is taught. The text and your teaching style worked well together and made the class a success. The only struggle I had was keeping up with the daily tweets. I’m not one to be up to date on social media, but it has slowly become a habit. The only tough area was the final project, creating an ad campaign still does not come to me as naturally as I would like it. Although it still is not second nature I feel I did succeed on my final project commercial. Overall I understand the material and display my knowledge through my work. The grade I feel I deserve would probably be a B or B+.

Week 10: EOC

To promote my ad campaign it will be featured during popular television show broadcasting commonly viewed by men in the new target market (ages 24 - 34). The commercial will be featured during broadcasting like  WWE Raw (USA), Workaholics (Comedy Central), Tosh.O (Comedy Central), Pawn Stars (HIST), American Dad (Adult Swim). These show are some of the most popular for men 18 – 34 years of age, according to The Hollywood Reporter. To cause a sensation Axe body spray will host club events for men and women in the target audience age range. Providing alcohol, free merchandise, entertainment, and fantastic night out experience for attendees. Attendees will be invited via email, Facebook, radio, and hand out promotions.

Axe: Analysis of Project in the Real World

To analyze my commercial in the real world I presented my commercial idea to ten different males that fell in the age rage of our new target audience. Surveyors were presented with a description of the commercial and a storyboard. Overall 8 of the 10 surveyors appreciated the commercial and agreed that it made them grow some  interest  for the product. Unfortunately, the other 2 of the 10 surveyors did not approve of the commercial. “The style you determine should be appropriate for the brand and for the core ad idea; for the audience, differentiate the campaign from the competition and add freshness.” (Landa 204) They mentioned, it seemed as if the the story did not fit the what it was presenting and also there was no WOW effect. Although all of the surveyors were not please with the commercial, 8 out 10 did enjoy it and claimed they were influenced by it. Therefore, the Axe Mock campaign was a success with its small scale of surveyors. But how would it hold up as an actual ad with a real audience. An audience less intimate with the commercial, unlike the surveyor in the small our small scale real world analysis.

Axe: Creative Content

“Conventionally, a storyboard is used to plot out the key scenes intended to be filmed for a motion picture, television program, animation, or commercial.” (Landa 41) For my commercial I will be making a storyboard, consisting of 10 of the most important frames from the commercial. 
“Drawing upon life experience may be one of the richest techniques for finding ideas”. (Landa 82) In my commercial I draw from the life of my target market and incorporate it into the finished ad. For the ad I have chosen the setting of a date in a restaurant. “In advertising, when you draw upon common experiences—funny, sad, bittersweet—people usually relate to them.” (Landa 82) Going on a date for most men in our new target market is what you would call a "common experience". "Showing is mimetic, directly visually or dramatically representing events; it is also called mimesis or scene." (Landa 110) The commercial will heavy on expressions, gestures, movement, etc. not talking. “Consider point of view—the viewer's position in relation to what he or she is looking at and from which angle.“ (Landa 175) The commercial would have a close point of view but not intimate. The commercial will start with a man (Joe) in his car. Joe grabs his shirt, brings it to his face and sniffs it. Joe make a dislike face. He shuffles through his car looking for something. He checks under the car seats, then in the glove compartment; no luck. Joe then stumbles across a school bag next to a skateboard, obviously from a younger male. He opens the school bag. inside he finds an Axe bottle. “A transition is the passage or progression connecting one graphic element or movement to another in a design, a spatial interval”. (Landa 173) Although in this occasion there is no graphic transition, the transition taking place is from the younger target market to the new "well aged" target market. Joe then sprays on the Axe sniffs and smiles. Joe reaches into his wallet and takes out a photo of a woman and tosses it into his car. Joe arrives at a table in a miscellaneous restaurant. At the table is a woman (Mary) in her late 20s. She is gorgeous, an "ideal" woman for her age. But she is wearing a high cut collared shirt, head band perfectly in place, hair neatly pulled back and tied into a pony tail, reading glasses, long skirt reaching her mid calves, shes wearing a thin gold necklace with a crucifix; she appears to be a "good girl". Joe and Mary begin to chat. They appear to be on a blind date. "It's nice to finally meet you", says Mary. "Same here", says Joe. The couple continue to talk but the audio fades away into a slow intimate soundtrack. We see them enjoying their conversation. But we see Mary changing in attitude. She seems to become very lustful. Her eyes go from open and alert to low and focused on Joe. Her body language goes from up and peppy to touchy and intimate. She seems more flirtatious and giggly. A clip of her sniff the air and smile. Joe and Mary in his car making out at this point. Mary breaks away from Joe's face and say, "Sorry, I’m usually not like this. I don't know whats gotten over me". Quick clip of Mary busting open her shirt. Axe product comes on, followed by slogan. Black out.

Axe: Promotion

In my past post I have been talking about a commercial for Axe’s body spray. “Consider the media and methods you will use to create and render the type and images, keeping in mind how it will be finally displayed (seen by the audience) on screen or in print.” (Landa 136) For Axe’s promotion I will be making a commercial. The commercial will be marketed to men age 24 –34, ideally to bachelors and divorcees. The commercial will likely broadcast on a television stations and video streaming platform with popular show for men in the marketed demographic. Some ideal television spots would be during such show like: WWE Raw (USA), Workaholics (Comedy Central), Tosh.O (Comedy Central), Pawn Stars (HIST), American Dad (Adult Swim). These show are some of the most popular for men 18 – 34 years of age, according to The Hollywood Reporter. “Storytelling is a narrative format in which a tale is told to an audience utilizing voice, gesture, and/or imagery; we have the story, the teller, and the listeners”. (Landa 118) In my commercial I will storytelling to attract the audience and interest them in the Axe product. The story will be humorous just like the current “Axe Effect” campaign commercials. “How you visualize and compose your idea hinges on what you want say, how you want to communicate it, to whom you are saying it, and with what nuance.” (Landa 136) My commercial will communicate, like current ones,  implied irresistible attraction from women upon smell of the Axe scent. But in the new campaign it will not be extremely exaggerated as in the past, due to expected raise in mature and realistic sense of humor.

Axe: The Big Idea

As I have stayed in my past blog, Axe, Old Spice, and Tag have very similar SWOT analysis and target markets. “Advertising that is off brand is a potential marketing hazard.” (Landa 50) In my Axe body spray commercial I will keep similarities from their past campaign. For example, women being helplessly attracted to the scent of Axe.  But I will be switching up the setting and age of the characters in the spot. With this spot I will market toward older males, I will attempt to expand Axe’s current client base. I will be market toward males ages 24 – 34, I do not intend on ending Axe’s current campaign. With my campaign I will be revamping their current tagline and starting a separate campaign for the new intended target market. “Learning about your client's business (general industry or sector and particular business, product, service, or organization) is paramount. Being a creative professional in advertising necessitates learning about each product, service, or cause under assignment.” (Landa 15) After looking up Axe’s SWOT analysis, I have found essential to make Axe and my campaign succeed in this specific market. Axe currently is leader in the body spray market. It’s major competitors are Old Spice and TAG body spray; both Procter & Gamble trademarks. “After much reflection on the data and material you have gathered, you develop the direction your solution(s) will take.” (Landa 17) The goal of this campaign will be to increase my client’s (Axe) success by changing the direction of their marketing to expand their target market. “Factors other than branding contribute to a brand's success, including the quality of its product or service, public perception and enthusiasm, relevance to people's lives, the time period and culture”. (Landa 49) I'll be working on relevance, time period, and culture to connect with the newly acquired market. Axe’s is depicted as a necessity to attract women, why would men ages 24 – 34 have interest in purchasing such an item? Men in this age rage are not only bachelors but also divorcees. The divorce rate in America is at a staggering 50% of all marriages, according to DivoreRate. The highest percentage of divorce consists of men in the age rage 24 – 34 years old. This commercial will be marketed for older men trying to get back in the “game”.

Axe: Competitive Analysis

Just like any other product Axe does have competitors, some of which are Old Spice and Tag. Lynx is not a competitor, but the same Axe brand. Due to copyrights in many other countries, Unilever (corporation) has adjusted the Axe name in those countries to Lynx. “Most competing brands are of equal quality”. (Landa 3) Although this may be true Axe’s spray deodorant is leader in the body spray market. Axe’s competitors offer very similar products, but what makes Axe any different from its competition? First, Axe has been around in the men’s body spray market longer than Old Spice and Tag combined. Axe has been in the market for nearly 30 years, it was originally launched in France in 1983. Tag was launched in 2005 and Old Spice launched its body spray line in 2007. Axe still claims most of the market, even after these parity products were launched. Ironically Axe, Old Spice, and Tag have very similar SWOT (Strengths, Weaknesses, Opportunities, and Threats). Axe has gained its success from its genius marketing. “Effective advertising could persuade you that a particular brand is better or more appealing than the competition”. (Landa 3) In their ads Axe successfully connects with their target audience, using sexual encouragement. For example, women being attracted to the scent of Axe or even comedy as seen on their 2010 “Clean Your Balls” tv spot get their “message through”. Axe’s (as well for Old Spice and Tag) target market are young males 18 – 24, this is one of their weaknesses. Old Spice and Tag share this weakness as well. Old Spice and Tag also use similar ad techniques to connect with their market. “Advertising has become more ubiquitous than ever, as advertisers try to find new ways to get their message through”. (Landa 3) Unilever (Axe/Lynx) and Proctor & Gamble (Old Spice and Tag) all need a solution to expand their men's body spray market.