The Heart of Advertising

It’s 2014 and the Lunar New Year is approaching.

The holidays — it invokes warm thoughts of joy and celebration and getting together with friends and family. This is also the perfect time for the heart-warming commercial, the best way to show audiences that large, faceless, multi-million dollar corporations do have a heart.

Last Christmas, Apple produced a commercial about a teenage boy who seems more interested with his iPhone than spending time partaking in family activities (bet that sounds very familiar, doesn’t it?).

In Asia, Chinese New Year is just as big or even bigger than Christmas, and just the right time to get to the ‘heart of advertising’. Take a look at the BERNAS advertisement below. BERNAS is a rice company and they know that nothing brings a family together like a home-cooked meal.

While these advertisements don’t seem to be directly advertising their products, they are doing something even better, linking their products with an emotion, so every time you have a feeling you remember the advert you watched and remember the product. Plus all the advertisements are well produced and look more like short films than commercials.

Happy Holidays!

Taking the Girly out of Girl

As Christmas rolls around, you will notice the commercials for toys starting to increase. But this year I noticed the toys for girls have changed. The traditional doll and princess advertisements have changed to advertisements for girl’s archery toys by Nerf. If you are familiar with Nerf, you know Nerf normally make toys for boys but this year they have released a whole new line just for girls. An American toy company named GoldieBox, is also trying to get more girls interested in construction and engineering toys.

Now all these could be due to movies like the Hunger Games and movies where the traditional princess doesn’t seem to need the prince to rescue her anymore (think Brave, Shrek and even Frozen).

So it looks like the feminist movement is charging full steam ahead – batteries not included, boys not required.

Latest Print Titles – Public & Promotional Communication

1 Happy meals, happy parents : food marketing strategies and corporate social responsibility
Quilliam, Elizabeth Taylor
Michigan State University, 2008.
Call No: HF5415.332.C45Q6
2 Creativity and advertising : affect, events and process
McStay, Andrew, 1975-
Routledge, 2013.
Call No: HF5821.M175
3 Laddering : unlocking the potential of consumer behavior
Holtzclaw, Eric, 1973-
John Wiley & Sons, Inc., 2013.
Call No: HF5415.32.H758
4 Advertising : concept and copy
Felton, George, 1947-
W.W. Norton & Company, 2013.
Call No: HF5823.F326 2013
5 Controversies in contemporary advertising
Sheehan, Kim Bartel.
SAGE, 2014.
Call No: HF5823.S541 2014
6 The passion conversation : understanding, sparking, and sustaining word of mouth marketing
Phillips, Robbin.
John Wiley & Sons, Inc., 2013.
Call No: HF5827.95.P562
7 Social media and integrated marketing communication : a rhetorical approach
Persuit, Jeanne M., 1973-
Lexington Books, 2013.
Call No: HF5415.123.P467
8 How McGruff and the Crying Indian changed America : a history of iconic Ad Council campaigns
Melillo, Wendy.
Smithsonian Books, 2013.
Call No: HF5827.84.M522
9 The dynamics of persuasion : communication and attitudes in the 21st century
Perloff, Richard M.
Routledge, 2014.
Call No: BF637.P4P451 2014

Latest Print Titles – Public & Promotional Communication

1 Persuasion, social influence, and compliance gaining
Gass, Robert H.
Pearson, 2014.
Call No: BF637.P4G251 2014
2 The practice of public relations
Seitel, Fraser P.
Pearson, 2014.
Call No: HM1221.S462 2014
3 Self-efficacy in changing societies
Bandura, Albert, 1925-
Cambridge University Press, 1997
Call No: BF637.S38S465 1993
4 Master presenter : lessons from the world’s top experts on becoming a more influential speaker
Zielinski, David.
Pfeiffer, A Wiley Brand, 2013.
Call No: HF5718.22.M423
5 Can we still trust the BBC?
Aitken, Robin.
Bloomsbury, 2013.
Call No: HE8689.9.G7A311c
6 Consumer information systems and relationship management : design, implementation, and use
Lin, Angela, 1970-
Business Science Reference, 2013.
Call No: HF5415.32.C758
7 Integrated advertising, promotion, and marketing communications
Clow, Kenneth E.
Pearson Education, Inc., 2014.
Call No: HF5415.123.C648 2014
8 Questionnaire design : how to plan, structure and write survey material for effective market research
Brace, Ian, 1949-
Kogan Page Limited, 2013.
Call No: HF5415.3.B796 2013
9 PR and communication in local government and public services
Brown, John.
KoganPage, 2013.
Call No: JF1525.C59B878
10 Strategic public relations leadership
Gregory, Anne, 1953-
Routledge, 2013.
Call No: HD59.G822s

Get Inspired – Here are 3 interesting Advertising, PR and Marketing Campaigns

inspiration-sign

So you are well into your semester and you probably have your assignments already. You may need some inspiration for your assignments. So here are 3 interesting campaigns that may inspire you.

Look at the way these campaigns use interesting ways to send out their messages. Would these tactics work in an Asian market? Think about the demographic and target market.

1) MISSSPELED (oops I meant MISSPELLED)

*Warning – After doing research on this campaign and looking at the ads I REALLY needed to get some Snickers

Making a spelling mistake on Google is pretty common, what if you turned all those misspellings into an advertising campaign? Snickers teamed up with Google to do exactly this, each time a misspelled word was detected the Snicker’s ‘You’re not you when you’re hungry’ campaign would be the first in the search results. Read more about the campaign here and tale a look at the video below.  See how affective the campaign was.

2) If only waiting for the bus was this fun

So you are standing at the bus stop and you realise your bus will only arrive in 30 minutes — a long wait. If only there was something interesting to do or maybe a huge bus advertisement that asked you to visit a website for something fun.

Well, Qualcomm (a telecommunication compaign) did just that and take a look at how fun it became to wait for a bus.

3) If Willy Wonka wanted you to visit him, he would………..

The Charlie and the Chocolate Factory Musical opened in London in June 2013. But before the musical opened, as a way to promote the musical, the PR company for the musical sent journalists a thumb drive with the press release, shaped as a bar of chocolate.

The journalists liked the press release so much they started taking photos of the thumb drive and texting, tweeting and placing the photos on their Facebook page. So suffice to say their campaign worked.

Charlie and the Chocolate Factory

Read a little more about the campaign here.

I hope these campaigns was a small source of inspiration. Good luck with the rest of the semester and remember, if you need help with your research, just ask your librarian.

Latest Print Titles – Public & Promotional Communication

1 Marketing communication phenomenon within social networks and blogs : a consumer perspective
Khan, Kashif.
LAP Lambert Academic, 2011.
Call No: HF5415.1265.K45m
2 On deadline : managing media relations
Howard, Carole, 1945-
Waveland Press, c2013.
Call No: HD59.H848 2013
3 This is PR : the realities of public relations
Newsom, Doug.
Wadsworth Cengage Learning, c2013.
Call No: HM263.N558 2013
4 Spinfluence : hardcore propaganda manual for controlling the masses to the young cub
McFarlane, Nick.
Carpet Bombing Culture, 2013.
Call No: HM263.M143
5 Culture of the slow : social deceleration in an accelerated world
Osbaldiston, Nicholas.
Palgrave Macmillan, 2013.
Call No: HN20.C968
6 How to get people to do stuff : master the art and science of persuasion and motivation
Weinschenk, Susan.
New Riders, c2013.
Call No: BF637.P4W424
7 Routledge handbook of public diplomacy
Snow, Nancy.
Routledge, 2009.
Call No: JZ1305.R869
8 Consumer privacy in the 21st century : best practices for businesses & policymakers
Schwartz, Larry A.
Nova Science, 2013.
Call No: HF5415.32.C758n
9 Creativity in marketing communications
Karimova, Gulnara Z.
Academica Press, 2013.
Call No: HF5823.K18
10 One show interactive
One Club for Art & Copy (New York, N.Y.)
Rotovision S.A. c1998-.
Call No: HF6146.I58N58 V15

Latest Print Titles – Public & Promotional Communication

1 Overcoming fake talk : how to hold real conversations that create respect, build relationships, and get results
Stoker, John R.
McGraw-Hill Education, c2013.
Call No: HM1166.S874
2 Marketing communications : brands, experiences and participation
Fill, Chris.
Pearson, 2013.
Call No: HF5415.123.F484
3 Diasporas in the new media age : identity, politics, and community
Alonso, Andoni, 1966-
University of Nevada Press, c2010.
Call No: JV6225.D541
4 Emotions and consumption behaviour
Soscia, Isabella.
Edward Elgar, 2013.
Call No: HF5415.32.S715
5 Public relations and communication management : current trends and emerging topics
Sriramesh, Krishnamurthy.
Routledge, 2013.
Call No: HD59.P976urc
6 Creating winning bids
Sawczuk, Basil.
RIBA Enterprises, 2013.
Call No: HF5718.5.S271
7 Radio’s new wave : global sound in the digital era
Loviglio, Jason.
Routledge, 2013.
Call No: HE8694.R129a
8 Masters of disaster : the ten commandments of damage control
Lehane, Christopher.
Palgrave Macmillan, 2012.
Call No: HD49.L522
9 Health and medical public relations
Riggulsford, Myc, 1956-
Routledge, 2013.
Call No: RA965.5.R569
10 The advertising on-ramp : getting your first advertising job
Frank, Belle.
Paramount Market Publishing, Inc., c2013.
Call No: HF5828.4.F828

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1 The retail revival : reimagining business for the new age of consumerism
Stephens, Doug.
John Wiley, c2013.
Call No: HF5415.32.S832
2 Corporate communication
Argenti, Paul A.
McGraw-Hill Irwin, c2013.
Call No: HD30.3.A691 2013
3 Marketing research : tools & techniques
Bradley, Nigel, 1958-
Oxford University Press, 2013.
Call No: HF5415.2.B811 2013
4 Critical conversations for dummies
Schlachter, Christina Tangora.
John Wiley & Sons, c2013.
Call No: HD30.3.S338
5 Consumer cosmopolitanism in the age of globalization
Prince, Melvin.
Business Expert Press, 2012.
Call No: HF5415.32.C758cc
6 Advanced presentations by design : creating communication that drives action
Abela, Andrew V., 1965-
Pfeiffer, A Wiley Brand, 2013.
Call No: HF5718.22.A141 2013
7 Consumer behavior analysis : (A) rational approach to consumer choice
Hantula, Donald A.
Routledge, 2013.
Call No: HF5415.32.C758s
8 Modern marketing research : concepts, methods, and cases
Feinberg, Fred M.
Cengage Learning, c2013.
Call No: HF5415.2.F299 2013
9 Management of electronic and digital media
Albarran, Alan B.
Wadsworth/Cengage Learning, c2013.
Call No: P96.M34A327 2013
10 Consumer behaviour
Blythe, Jim.
SAGE, 2013.
Call No: HF5415.32.B661 2013

Latest Print Titles – Public & Promotional Communication

1 Organization and organizing : materiality, agency, and discourse
Robichaud, Daniel.
Routledge, c2013
Call No: HD30.3.R68
2 Essentials of marketing research : putting research into practice
Clow, Kenneth E.
SAGE, c2014
Call No: HF5415.2.C648
3 Decoded : the science behind why we buy
Barden, Phil,
John Wiley & Sons Ltd., 2013.
Call No: HF5415.32.B245
4 Why I buy : self, taste, and consumer society in America
Gabriel, Rami.
Intellect, 2013
Call No: HC110.C6G118
5 Simple : conquering the crisis of complexity
Siegel, Alan M. (Alan Michael), 1938-
Twelve, 2013
Call No: HF5718.3.S571s
6 Consumer behaviour : applications in marketing
East, Robert, 1940-
SAGE, 2013.
Call No: HF5415.32.E13 2013
7 International marketing and the country of origin effect : the global impact of ‘made in Italy’
Bertoli, G. (Giuseppe)
Edward Elgar, c2012.
Call No: HF1416.I61n
8 Born to blog : building your blog for personal and business success one post at a time
Schaefer, Mark.
McGraw-Hill Education, 2013
Call No: HD30.37.S294
9 Imagining the cosmopolitan in public and professional writing
Surma, Anne.
Palgrave Macmillan, 2013
Call No: HF5718.3.S961m
10 The winning bid : a practical guide to successful bid management
Jaques, Emma (Consultant)
Kogan Page Ltd, 2013.
Call No: HF5718.5.J36

Latest Print Titles – Public & Promotional Communication

1 Locating television : zones of consumption
Pertierra, Anna Cristina.
Routledge, 2013
Call No: PN1992.8.F67P469
2 Modern radio production : production, programming and performance
Hausman, Carl, 1953-
Wadsworth Cengage Learning, c2013
Call No: PN1991.75.M689 2013
3 Crisis tales : five rules for coping with crises in business, politics, and life
Davis, Lanny J.
Threshold Editions, 2013.
Call No: HD59.D262
4 Power verbs for presenters : hundreds of verbs and phrases to pump up your speeches and presentations
Faulkner, Michael.
FT Press, 2013
Call No: HF5718.22.F263
5 Fearless facilitation : the ultimate field guide to engaging (and involving!) your audience
Maxey, Cyndi.
Pfeiffer, 2013
Call No: HF5718.22.M328
6 How to write reports & proposals
Forsyth, Patrick.
Kogan Page Limited, 2013.
Call No: HF5719.F735 2013
7 Develop your presentation skills
Theobald, Theo, 1957-
Kogan Page Limited, 2013.
Call No: HF5718.22.T385 2013
8 Social psychology and theories of consumer culture : a political economy perspective
McDonald, Matthew.
Routledge, 2013.
Call No: HC79.C6M135
9 Conversations on consumption
Schroeder, Jonathan E., 1962-
Routledge, 2013
Call No: HB801.C766
10 Consumer behavior : perspectives, findings and explanations
O’Shaughnessy, John, 1927-
Palgrave Macmillan, 2013.
Call No: HF5415.32.S82

BreadTalk-Crowbar Marketing Challenge 2013

BreadTalk-Crowbar Marketing Challenge 2013


Image extracted from competition poster

 

This is a great opportunity for all aspiring copywriters, art directors and marketing professionals to test your skills and gain valuable experience working on a real project.

It’s a fine example of how a business can give back to the community, and at the same time, potentially gain so much more. The Crowbar Awards is widely recognised among the creative industries in Singapore. As the title sponsor, the BreadTalk Group will no doubt generate goodwill, brand recognition and mindshare among advertising agencies, media owners, and potential franchisees.

In providing participants with a “pedagogical” experience, BreadTalk will also have the opportunity to learn from them. It will be interesting to see how digital natives use social media in their marketing strategies.

BreadTalk, for those who are unfamiliar, is itself is a fine case study of how business innovation transformed the humble bread into an upscale and fancy food that instantly teased consumers’ tastebuds and wallet.

Portfolios in the BreadTalk Group includes a diverse range of food brands such as Food Republic, Din Tai Fung, The Icing Room, and Toast Box.

Check out www.crowbar.com.sg for more information about the BreadTalk-Crowbar Marketing Challenge 2013.

Latest Print Titles – Public & Promotional Communication

1 Interpersonal communication : building connections together
Gamble, Teri Kwal.
SAGE Publications, 2014
Call No: HM1166.G191
2 On message : precision communication for the digital age
Theobald, Theo, 1957-
Kogan Page Limited, 2013
Call No: HF5718.T385m
3 Think communication
Engleberg, Isa N.
Pearson, c2013.
Call No: HM1166.E58 2013
4 Strategic planning for public relations
Smith, Ronald D., 1948-
Routledge, Taylor & Francis Group, 2013
Call No: HM1221.S657 2013
5 Public relations practices : managerial case studies and problems
Center, Allen H.
Pearson, 2014
Call No: HM263.C397 2014
6 Speaking up : surviving executive presentations
Gilbert, Frederick (Business coach)
Berrett-Koehler Publishers, c2013
Call No: HF5718.22.G464
7 Your Office : getting started with business communication
Kinser, Amy.
Pearson, 2013
Call No: HF5718.K56
8 Information and democratic processes
Ferejohn, John A.
University of Illinois Press, c1990.
Call No: JC423.I43
9 Workplace communication for the 21st century : tools and strategies that impact the bottom line
Wrench, Jason S.
Praeger/ABC-CLIO, c2013
Call No: HD30.3.W926 V1
10 In defense of politicians : the expectations trap and its threat to democracy
Medvic, Stephen K.
Routledge, 2013.
Call No: HM1236.M493

Latest Print Titles – Public & Promotional Communication

1 Advertising management
Jethwaney, Jaishri N.
Oxford University Press, 2012
Call No: HF5823.J58 2012 + 1 CD
2 A stakeholder approach to issues management
Boutilier, Robert, 1950-
Business Expert Press, c2012.
Call No: HD59.5.B779
3 Persuasion : reception and responsibility
Larson, Charles U.
Wadsworth Cengage Learning, c2013.
Call No: BF637.P4L334 2013
4 Mastering presentations : be the undisputed expert when you deliver presentations (even if you feel like you’re going to throw up)
Staneart, Doug, 1971-
Wiley, c2013
Call No: HF5718.22.S785
5 Advanced Google AdWords
Geddes, Brad.
John Wiley & Sons, 2012
Call No: HF6146.I58G295
6 Communicating for managerial effectiveness : problems, strategies, solutions
Clampitt, Phillip G.
Sage, c2013
Call No: HD30.3.C586 2013
7 Theorizing tourism : analyzing iconic destinations
Berger, Arthur Asa, 1933-
Left Coast Press, c2013
Call No: G155.A1B496
8 Bids, tenders and proposals : winning business through best practice
Lewis, Harold, 1933-
Kogan Page, c2012.
Call No: HF5718.5.L674 2012
9 Business and professional communication : principles and skills for leadership
Beebe, Steven A., 1950-
Pearson, c2013
Call No: HD30.3.B414 2013
10 Advertising creative : strategy, copy, design
Altstiel, Tom
SAGE Publications, 2013.
Call No: HF5823.A469 2013