individual assignment 4 integrated marketing communications

They think West is a talented and influential artist, and choosing him will help Balenciaga attract more customers.The risks of celebrities: Image damage: When representing a controvers

INDIVIDUAL ASSIGNMENT

Name: Nguyen Minh Hanh Class: MC1712 – PR Student ID: HS170703 Subject: MKT304 - Integrated Marketing Communications

Lecture: Pham Khanh Huyen

An example of brands using controversial, famous representatives is Balenciaga and Kanye West Kanye West is an American rapper, fashion designer, and entrepreneur This is a name that has occupied social networks after a series of controversial actions and remarks Billionaire holding his ex-wife Kim Kardashian, but without success, he also quarreled with many Hollywood stars and the media

On October 21st, Kering, a French fashion brand and parent company, announced: "Balenciaga has no longer any relationship nor any plans for future projects related to this artist” The company also cancelled three Yeezy Gap cooperation products designed by Balenciaga, which are scheduled to be launched in January 2023 [1]

Some people think that Balenciaga is wrong to choose West as their brand representative They think that his behavior does not conform to

Balenciaga's values, and choosing him will send the wrong message to customers Others think Balenciaga is right to choose West as their brand representative They think West is a talented and influential artist, and choosing him will help Balenciaga attract more customers

The risks of celebrities:

 Image damage: When representing a controversial brand,

celebrities may be negatively affected by their image and

reputation They may be criticized by the public, boycotted, and lose the love of fans

 Losing other contracts: Controversy may cause celebrities to lose other contracts with other brands

 Affect mental health: The pressure and criticism from the public will have a negative impact on the mental health of celebrities

Personally, I think marketers should limit the use of controversial celebrities Instead, they should focus on celebrities with a good image and reputation, which is in line with the brand's values and culture In addition, marketers should also make contingency plans to deal with possible risks when using controversial celebrities

Q2:

Marketers can choose the person or source who delivers the message, the type of message appeal used, and the channel or medium And although they can’t control the receiver, they can select their target audience The destination variable is included because the initial message recipient may pass on information to others, such as friends or associates, through word

of mouth [2]

Example: Vinamilk fresh milk advertisement and TVC " Who wears glasses, who wears soles"

1 Receiver/Understanding:

 Children: The main audience targeted by advertisements TVC uses the image of a cow-the familiar symbol of Vinamilk-to create an intimate and consumer-friendly image Cheerful music and easy-to-remember lyrics also help to improve the information transmission efficiency of TVC

 Mother: A person who has a great influence on children's purchase decisions

2 Channel/Presentation:

 Television: Get close to the audience, especially mothers with children

 Internet: Social networks, YouTube, websites, etc.G increase communication and interaction with customers

 Shop: The product decoration is eye-catching, easy to watch, and easy to buy

3 Message/Yielding

 Fresh Vinamilk milk provides all the nutrients necessary for children's development, helping children to be tall, smart, and bright Fresh Vinamilk milk is made of 100% pure fresh milk to ensure safety and quality

 TVC's easy-to-understand information uses images and cheerful music, which makes children and adults more interested in and love Vinamilk's products

4 Source/Attention

 Images in TVC are effectively used to convey information The image and health of a big cow symbolize health and development The image of a happy and lively calf is what parents want for their children

 Consumers: Share the practical experience of the effectiveness of Vinamilk fresh milk products

Effect evaluation: Vinamilk's TVC "Who wears glasses, who wears soles" has achieved high results in conveying information and persuading consumers to use products This advertisement is:

 YouTube: More than 20 million views

 Facebook: More than 1 million likes and shares

This TVC uses simple and effective information to convey the importance

of drinking milk for height development TVC has become a social phenomenon and is loved by many people [3]

Q3:

Some of the reasons a marketer might choose to create a personality symbol or character to represent their company or brand are:

 In some cases, popular spokespersons, such as a celebrity or CEO, have become synonymous with the company or brand and evolved into personality symbols with whom consumers can connect.G

 Sometimes, marketers create fictional characters or cast an individual in commercials who becomes extremely popular Personality symbols often work well because they are effective at

attracting attention and interest in a commercial or print ad and are

a way to get consumers to relate to a company or brand on a deeper level.G

 Over the past decade, several successful advertising campaigns have used personality symbols as an integral part of their creative strategy [4]

Example: Rabbit Energizer, a symbol of super energy

Here are some reasons for deciding to use the rabbit Energizer as a personality symbol:

1 Unique and easy to identify: The rabbit energy device is a unique and easy-to-identify symbol The image of pink rabbits and drums has become

a familiar symbol of the battery industry

2 Ability to attract attention: The rabbit energy device is an interesting and eye-catching icon The energetic rabbit image helps Energizer attract consumers' attention, especially children

3 Effective information transmission: Rabbit Energizer is an effective symbol to convey information about the energy and performance of the Energizer battery The image of a rabbit and drum running continuously shows long battery life and powerful performance

Rabbit Energizer has been used in Energizer's advertisements for more than 40 years This logo has appeared in many successful advertising activities, helping Energizer become a popular battery brand that is loved all over the world

Here are some examples of how rabbit Energizer can be used in

advertisements:

 Print ads: Rabbit energy devices often appear in print ads, with interesting images and simple and easy-to-remember information

 TV commercials: Rabbit Energizer is also a famous figure in TV commercials, which bring interesting and fascinating stories

 Online advertising: Rabbit Energizer is also used in online

advertising activities, including video advertisements, banner advertisements, and social networks

Rabbit Energizer is a successful personality symbol and an important part

of Energizer's marketing strategy This logo helped Energizer build a strong brand and gain a leading position in the battery market [5]

Q4:

Transformational advertising is defined as one that associates the experience of using the advertised brand with a unique set of

psychological characteristics that would not typically be associated with the brand experience to the same degree without exposure to the advertisement Transformational advertising creates feelings, images, meanings, and beliefs about the product or service that may be activated when consumers use it and thus “transform” their interpretation of the usage experience [6]

Example: Dove's "Real Beauty Sketches" advertisement.

1 Establish emotional connection:

 Methods: Dove uses real images, inspiring stories, and positive information to connect with the emotions of the audience

 Example: The advertisement "Real Beauty Sketches" shows two portraits of the same woman: one based on her own description and the other on the description of a stranger There are obvious differences between the two charts, which show that women usually underestimate themselves more than others

 Results: Advertising can stimulate the audience's empathy and emotion, and help them establish a deeper connection with the brand

2 Enhance self-confidence and self-esteem:

 Methods: Doff focused on affirming the value of every woman and encouraging them to love and cherish themselves

 Example: The "Really Beautiful Sketch" movement shows that women usually have a negative view of their appearance, but from the perspective of others, they are more beautiful

 Results: This activity helps to improve women's self-confidence and self-esteem, and encourages them to live truly and pursue their dreams

Media results:

 The campaign's OOH advertising series has attracted great attention from the media, women's magazines, mainstream publications, and news programs This has increased the frequency

of Dove's appearance in the media, and Unilever estimates that its value is 30 times that of other paid media spaces

 The self-esteem enhancement message of "Real Beauty Sketches"

is broadcast on Dove's 33 YouTube channels in 25 different languages and in more than 110 countries/regions According to Unruly's data, only one month after its release, the video received

114 million views and 3.74 million shares, making it the third largest shared video in history

 "Real Beauty Sketches" is at the top of Think with Google's YouTube advertising list in Cannes and won the Titanium Grand Prix Award at the Cannes Lions International Creative Festival [7]

Q5:

The slice-of-life format relies on a problem-solution approach that is often presented with a little drama These spots usually begin by showing consumers facing or talking about a problem such as bad breath, dingy laundry, dandruff, headaches, or dry skin The short drama always ends with the problem being resolved by the advertiser’s product Many advertisers feel that the slice-of-life format is a more interesting and effective way to present their message than just making performance or efficacy claims Consumers purchase products to solve problems, and marketers feel the slice-of-life execution format is an effective way of

registering a product feature or benefit and showing how it can resolve common problems we encounter in our daily lives.G

The slice-of-life execution technique, where you show a relatable situation and how your product solves it, can be effective for a variety of products and services [8] However, it is most impactful for those that:

Address everyday problems and needs:

 Consumer packaged goods: Snacks, beverages, cleaning products, laundry detergent, etc Highlight how your product seamlessly integrates into daily routines and solves common pain points

 Personal care products: Shampoo, skincare, deodorant, etc Show how your product enhances daily routines and boosts confidence

 Financial services: Banking, budgeting apps, etc Illustrate how your services simplify financial management and alleviate stress

 Tech products: Smartphones, smart home devices, etc

Demonstrate how your technology seamlessly integrates into daily life and makes it easier

Offer emotional connection:

 Travel and tourism: Showcase the transformative experiences and emotional connections made through travel

 Education and learning: Show how learning empowers individuals and unlocks new opportunities

 Entertainment and media: Emphasize the emotional escape and enjoyment your content provides

 Charity and social causes: Connect with viewers by highlighting the positive impact your organization makes on people's lives

Have a clear and easy-to-understand value proposition:

 Home improvement and repairs: Demonstrate the immediate improvement your services bring to homes and lives

 Delivery and convenience services: Show how your services save time and effort, making life easier

 Subscription boxes and recurring services: Highlight the ongoing value and convenience your service provides

 Apps and software: Show how your app simplifies tasks and solves specific problems in a user-friendly way

References

[1

]

Joelle Diderich, “EXCLUSIVE: Balenciaga Severs Ties With Ye,” 21 10

2022 Available: https://wwd.com/fashion-news/fashion-scoops/demna- balenciaga-breaks-up-with-ye-anti-semitic-threats-hate-speech-1235397358/

[2

]

M B George Belch, “Source, Message, and Channel Factors,” trong Advertising and Promotion_ An Integrated Marketing Communications

Perspective, McGraw-Hill Education, 2011

[3

]

T C Hồ, “5 TVC quảng cáo Vinamilk chất lượng nhất,” 5 9 2022 Available: https://viet-power.vn/tvc-quang-cao-cua-vinamilk/

]

G E & M A.Belch, “Creative Strategy: Implementation and

Evaluation,” trong Advertising and Promotion_ An Integrated Marketing

Communications Perspective, McGraw-Hill Education, 2011

[5

]

G Cardone, “How to Become the Energizer Bunny,” 6 4 2019 Available: https://www.linkedin.com/pulse/how-become-energizer-bunny-grant-cardone/

[6

]

M B George Belch, “Creative Strategy: Implementation and

Evaluation,” trong Advertising and Promotion_ An Integrated Marketing

Communications Perspectiv, McGraw-Hill Education, 2011

[7

]

K Ngọc, “RealBeauty - 18 năm Dove phá tan định kiến sắc đẹp, tôn vinh nét đẹp chân thực của phụ nữ,” 2 9 2022 Available:

https://advertisingvietnam.com/realbeauty-18-nam-dove-pha-tan-dinh-kien-sac-dep-ton-vinh-net-dep-chan-thuc-cua-phu-nu-p20403

[8

]

C Cabaluna, “Slice-of-Life Advertisements: Do They Work? (with 3 Examples),” 9 9 2021 Available:

https://www.insightsforprofessionals.com/marketing/leadership/slice-of-life-advertisements