Week 11: Final Evaluation

I have learned a lot about advertising and how it exists everywhere, even as I sit here in this classroom looking at the posters on the bulletin board. I read a lot of magazines from Web Design, Parenthood, People, and Cosmopolitan. They are flooded with ads. They have made an impact on the things I purchase and the things I do enjoy. It is a bigger industry than I thought. Being a web designer, I didn’t think advertising would play a big role in my field as much as it does for graphic designers, but it does. There is a lot of advertising done on-line through banners, on-line commercials, search results, etc. Although we did not discuss its’ placement on the web in class I was able to see it and recognize it (especially when searching through content developing our blogs). The big thing that I enjoyed learning about is copy. In many successful ad campaigns, the copy is what sells the product. In my final, I focused a lot on the copy and did a lot of brainstorming. There was a section in the book titled “How Many Words Are Too Many?” Sometimes copy as short and simple as three lines (”Just Do it”) works.
In the end of it all, I honestly enjoyed taking a dip in the advertising realm. It would be a nice idea to have a class on advertising done on the web. On the other hand, I missed a class and missed a few tweets (some weeks I only had 4-5 tweets). But, I was up to date on my relevant EOC’s for the weeks and completed them all but one (for the class that I had missed). Taking into consideration the work that I’ve done, my participation in class, my progress as a student in class I deserve a B.

Analysis of Project in the Real World

I believe that having this advertising campaign would help the company to put taro chips on the map. It might make people weary about what the product is because it is different, but it does get the consumer thinking and bit curious. An ad campaign ultimately gets the audiences attention and in the end purchasing the product. Our ad campaing for the taro chips will definitely get the audience wondering what is it? where can I get is so I can find out what this new hype is about.

“Advertising has no rules – what it always needs more than “rules” is unconstipated thinking.” (Landa, 136)

Creative Content

Here are two ideas we would like to have in our ad campaign. We want our audience to wonder if it's not potato chips, then what is it? By emphasizing the unique look of chip to intrigue the audience.

In this part of the ad campaign we are introducing the simple taro root plant. It looks similar to a potato but it's not. What is it?

“When something is emphatically stated, we tend to believe it.” (Landa,  83) “A declarations believability is affected by the tone and the origin of the voice.” (Landa,95)

In the first, the image is more dominate, where in the second image the copy is of dominance. The copy is what makes the ad campaign work.

EOC: Week 10 Art Serving Capitalism

In advertising, art is always going to be involved in the idea of making money, in addition to selling a product. How does one define art? In Dictionary.com the first definition states "the quality, production, expression, or realm, according to aesthetic principles, of what is beautiful, appealing, or of more than ordinary significance." The key words involved with are in advertising in this definition are "the expression according to the aesthetic principles of what is more than ordinary significance."

When we create an ad campaign there should always be reason of why we chose to do something and pick something out. For a lot of effective ad campaigns it is to create an emotion or engage in the viewer of the ad, the consumer. This is what makes money. Most people spend their money on something based on their emotions. One great example that we talked about in class is McDonald's. In comparison to Burger King, McDonald's doesn't sell the better tasting food, but they do sell more customers. The other day I was deciding on what to eat for breakfast on my way to work. I opted for a McDonald's pancakes and sausage. Why? It was the emotion and nostalgic feeling I get when I eat at McDonald's. It's what my mom bought Saturday mornings when she didn't feel like cooking. It's what they have instilled in me through the simple art of their ad campaigns. "I'm loving it."

Art is not just the images you conjure up on a billboard or a one-page spread. It's the collaboration of the images, the copy (words), and the emotion it gives the viewer. Creating art should be fun or at least enjoyable. All of it in advertising serves to make you and/or the client money: "Art Serving Capitalism." That is the beauty of advertising.

Promotion

In ou ad campaign we'd like to target our audience through commercial messages in print work. Primarily because the company already has a great website, and several local commercials, but rarely any print work. "Commercial advertising sells brands by informing consumers about brands, endearing brands to consumers, promoting brands, and brand building" (Advertising by Design, Robin Landa, pg. 41) Our main source of promotion would be to have a single page ad in several health, food, and family living magazines. It would only make sense to place our ad in these types of magazines as we would like to target the number one group who would buy our products, the women of the house who does the grocery shopping. "Whoever is on the receiving end of a commercial or public service communication, either a group or an individual, is the audience." (Landa, 35) "In today's complex marketplace, advertisers often choose to target groups of people whether the group's are defined by age, interests, or ethnicity." (Landa, 37)

Our other means of promotion would be to place several billboards in highly populated cities.In those cites we would hold promotional social gathering in the community introducing the product. Letting the consumers finally get a taste and find out what the chips are, taro chips.

The Big Idea

The big idea would be to introduce the taro plant. Most chips are made from potato. So when we recognize a "chip" we automatically assume it's a potato chip. Why not introduce something unique that people wonder what is that? Let me try it. What's the hype about?

Who knew, but guess what the President of the United States of America likes to snack on when vacationing to Hawaii? Last winter in preparation of the rental property (on Oahu) where his family stayed for 10 days David Zimel, owner of Paradise Points Estates, found out otherwise.

"We brought some things in last year -- what we found out, what he really loves, is the sweet potato chips and the taro chips," said Zimel of the local Hawaiian chips, a presidential favorite. (http://abcnews.go.com/GMA/Politics/obama-christmas-first-family-heads-hawaii/story?id=9402011)

A lot of people don't like to try knew things, but will if a reputable person did (such as a famous actor/actresss or a political figure as big as the President of the United States. Taro chips are different from a potato chip on many different levels from it's look, it's taste, the way it's cooked, and more. The unique look is what steers some people away. We want to use the way it looks to grab the audiences attention and wonder "What is that?"

Competitive Analysis

The competition for this brand would be other chip companies such as Frito-Lay, Terra Chips, HAWAIIAN® Kettle Style Potato Chips. Taro chips is not a popularized product, because there hasn't been much advertising done for it. Frito Lay is one of the only chip companies that have done a great deal in advertising their products.

"For more than 75 years, we have enjoyed making the best snacks on earth, starting with simple, farm-grown ingredients." -Frito Lay (http://www.fritolay.com/about-us/our-company-vision.html)

"At the beginning of the twentieth century, many American brands [...] were advertised. Many more brands would appear in the coming century." (Advertising by Design, Robin Landa, pg. 4)

Frito Lay, a division of PepsiCo Inc. that produces a variety of snacks ranging in corn and potato chips, as well as other snacks. They are the most popular for their Lay's and Ruffles potato chips, Doritos, Cheetos, Tostitos, and Sunchips. Being such a big and popularized company, the produce their products in several states throughout the United States, Canada, and Indonesia with subsidiaries in seven countries including the United Kingdom and Mexico. Our goal is not to be bigger or better than this company, but to develop an advertising plan that set our product on the map.

We want it to be known nationally as the snack of Hawaii. When most people think Hawaiian snacks, their thinking of products that contain macadamia nuts, pineapples, or rice crackers. We want the Hawaiian Chip Company's Taro Chips to be on top. Basically sell more of the product through product awareness in a national advertising campaign. There is a lot of unique attributes about the snack product that will help make it easier to have it stand out from the rest.

Another direct competitor would be the Terra Chips from the Hain Celestial Group. They produce many similar products including taro chips.

HAWAIIAN® Kettle Style Potato Chips is another product that may be a big competitor for the product. They currently aren't as popular as most chip products, and as a result we can learn from their mistakes.

An innovative move that has put Frito-Lay on top of the map is their current green movement to improve the earth and creating healthier products through energy efficient processes.

“Comparing a product or service to something different from it can be a strong premise; it has the potential to be extremely effective and memorable.” (Landa, 79)