Archive for October, 2012


Advertising

My studies of human psychology have led me to develop an interest in marketing and how the market segments think when they are making purchase decisions. The bridge between the products and the humans purchasing them are obviously advertisements, which fascinate me even more. Take an abstract look at the daily ads fighting for your attention and try to envision the thought process behind them. Why is the logo red rather than blue? Why is it a middle-aged black male eating that hamburger rather than a teenage Korean girl? Advertisements aren’t improvised and cannot be fully appreciated until one realizes how much work goes into even the smallest ads. Check out these hilarious ads for examples —>http://webdesignledger.com/inspiration/30-funny-print-ads-thatll-make-you-laugh

The one that caught my eye features a dog advertising for the Hyundai Coope (http://adsoftheworld.com/media/print/hyundai_israel_dog). This ad is brilliant because it creates initial curiosity in the audience, is image dependent and clearly articulates a message without many words. The ad has less than ten words but is so effective that no other explanation is necessary. It appeals to all demographics and creates a memorable image of the Hyundai Coope in the customer’s head. This brand image is so important in marketing and the Hyundai advertisers successfully portrayed a positive perception of their product using about five words. If you’re going into advertising as a career, please take notes.

 

Here’s the link again—>http://adsoftheworld.com/media/print/hyundai_israel_dog

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On October 14, 2012, a human being ascended more than 23 miles into the heavens (Mount Everest is 5.5 miles high) and was brave enough to fall back to the Earth. In the process he broke several records and even the sound barrier. This man is Felix Baumgartner and he has risen out of relative obscurity to show the incredible potential of human nature and push the limits of adrenaline. Red Bull sponsored the historic jump and NASA engineered the project to not only help Felix break the record but to improve blueprints for future space suits.

I watched the jump’s live coverage and thought it was an amazing feat but it wasn’t until I read a certain article that I realized how incredible this jump was. Alex Knapp of Forbes magazine went into the details in his article (http://www.forbes.com/sites/alexknapp/2012/10/16/the-technology-behind-red-bulls-space-jump/) and just how significant the jump was for science and space technology. The suit, capsule, balloon, cameras and system of communication were all designed specifically for this launch and could significantly benefit future NASA missions and commercial flights. The article was very well written and articulated the workings of the complicated scientific equipment without seeming snobbish or unclear. This feature story also provided several quality links and pictures to accompany the copy. Overall this story provided a significant amount of context to Baumgartner’s space jump and made an incredible feat even more unbelievable.

Here’s the article again

http://www.forbes.com/sites/alexknapp/2012/10/16/the-technology-behind-red-bulls-space-jump/

Media Kits

My eyes have been opened this year to the stressful interaction that occur daily between journalists and the thousands of people feeding them stories. Journalists have to sift through hundreds of emails daily just to find a handful of substantial stories. If they are not provided the proper amount of information from these random sources then they either completely ignore the story or fill in the blanks in the best way they can in order to meet deadlines. If a source wants to give all the information necessary to help the journalist cover the story in a detailed and ethical way then they provide all of the facts and details of not only the news, but everything relevant around it.

This is where a media kit comes in. The media kit in a traditional sense involves fact sheets, backgrounders, product info, etc. As I have looked online for media kits I’ve realized that this definition does not comply to all media kits out there. An example of an excellent media kit is the one on the New York Times website, http://nytmarketing.whsites.net/mediakit/. The site is wonderfully organized and easily accessible for any marketing questions directed at the publication. There are tabs along the top that clearly define the different parts of the New York Times and each provide a plethora of details covering any inquiries one might have. This feature is even more attractive after sifting through online media kits that cause frustration beyond belief at their inadequacy.

The middle of the page houses a box that is an advertising company’s dream. This box is an opportunity to submit advertisements to the New York Times in an online format. The NY Times is one of the largest publications in the world so one would think that submitting an ad would be a nightmare and a wasted effort. The way this box is set up requires only a few clicks to get down to the exact department an advertising agency would like to pander to and is so simple I felt like I could submit an ad in about five minutes (if I had $500 lying around).

The bottom of the page links the viewer back to the main site and even shows the latest stories on the NY Times. This ties everything back to the publication and even connects the site viewer to opinion leaders and the NY Times customer insight group. The media kit has all the information you would ever need about the newspaper and any member of the media would greatly appreciate the simple yet informative layout of the site. I’m blown away by how small the page is and how easy it is to navigate all the facets of the New York Times.

The media kit site again is http://nytmarketing.whsites.net/mediakit/ and any future or current member of the media should give it a click and see how it should be done.