Ryan+Faria

__**ASSIGNMENT 2 - AD DESIGN---**__

__**INTRODUCTION**__ A great way to develop an advertising campaign is to start with the needs and expectations of the consumer, and move inwards towards the brands identity. This allows a company to see where the business can gain an advantage and add value to their target market. The company I chose to use for this assignment is Anna-Rita Flowers and cakes. The company is a small business that makes cakes and flowers for wedding ceremonies and receptions.

To start with what consumers want; most consumers want a perfect and gorgeous wedding cake and wedding flowers for their wedding. More so, they want wedding cakes and flowers that will fit their style, personality and the current theme(colors etc) of the wedding. Based on the SWOT analysis seen below, I have created three types of advertisements: 1.) a Flash animated pop-under ad (size: 728px X 300px) 2.) a medium rectangle ad (size 300px X 200px) 3.) A Facebook page. The first two ads conform to the standard banner sizes (Stokes 2008).

The pop-under ad is going to be a flash animation. It will start with image 1 (seen below). Then image 2 will slide in covering image one from the right side, followed by image 3 sliding in and lastly image 4. Then image four will resize and the banner will look like image 5. If the user hovers over image 5 over the visible parts of images 1,2 and 3, the full image will be visible.
 * __DESCRIPTION OF FLASH AD__**

Before creating an ad campaign I did a SWOT analysis to help determine what angle the advertising campaign should take. The company is a small business which means it will have a lot of competition.
 * __SWOT ANALYSIS__**

STRENGTH- The strength of the company, is it offers is highly customizable cakes and flowers for many occasions. This means that customers are able to purchase a customized cake that perfectly matches their theme for the wedding.

WEAKNESS- The weaknesses of the company is that it is a small company. It will only have about 1-3 cake designers. This could mean that they may have to reject some customers due to the high traffic the ads could bring in. This could have the exact opposite effect of customer retention plans. Because the cakes are completely custom made, and are priced individually based on the complexity of the design, the cakes may be considered high priced by people with a lower wedding budget. This excludes a portion of the market.

OPPORTUNITY- One opportunity is to start off with lower prices relative to the custom made cake competition. Eventually with greater recognition and number of referrals, the price of the cakes and flowers can increase accordingly or can stay the same as a lower cost alternative.

Using the SWOT analysis I decided to create an advertising campaign that focuses on one of the strengths that the company has to offer; customization. Using the consumer’s wants, and the SWOT analysis, the theme of custom wedding cakes is what was used for this project. This is what is going to set the company apart from other competition that make cakes and flowers with less options and customizability.

To emphasize this, the word custom was used in both the pop under and the medium rectangle ad. As well, the slogan //“Made for your style.” Made for your day.”// Was used to emphasize that the cakes will be a perfect fit for their wedding, regardless of the current theme/style they have.

The flash banner ad will add **__“interaction”__** to the advertisement because the user is able to hover over the images to view them after the flash animation ends. When a user “**clicks”** an image, they will be redirected to the website. The desired “**action”** of the user is that they visit the website, and also contact the business and fill in a lead form.
 * __AD CRITIQUE__**

The second advertisement created is a medium rectangle ad (see image 6). This ad also emphasizes the fact that the cakes are custom.

The banner ads I believe will be most effective when used as “**contextual advertising”.** This means the ads will only show with content that is related to flowers and cakes or weddings. For example, on YouTube if someone is watching a video with the work cake in it, the ad may be displayed next to the video. Although sometimes contextual advertising could be dangerous, such as in the example in image 7, it should not be too harmful since the words cakes and flowers are not really related to negative connotations.

In terms of branding, the logo will be displayed on every advertisement to ensure that views will always know what the company is. Lastly I will create a facebook page. The face book page will be used to advertise the pictures of cakes and flowers that the company offers. However, most importantly the facebook page was created for and will be used as a method of __“**customer referral”.**__ Customers will be offered a 10% discount on the final price if they “like” the company’s webpage on facebook. When they like the page, it will show up in their activity feed on face book for their friends to see.






 * __IMAGE 7 THE FACEBOOK PAGE__**



__**ASSIGNMENT 1 - AD CRITIQUE ASSIGNMENT--**__

__ **ADVERTISING CRITIQUE** __

The advertising campaign I chose to critique was for the 2013 Hyundai Coupe starring an awkward Sasquatch. The online campaign was a spin off of the successful TV commercial which aired at this year’s super bowl. Specifically regarding the online campaign, I will be discussing a banner ad and the official website for the ad which featured a series of short 30-50 second clips starring the Sasquatch.

Firstly, in case people are not familiar with the super bowl ad, I will supply a link to it here []. The commercial premiered on TV on super bowl Sunday. The commercial used humour to attract an audience to the it.

While on YouTube a day after the SuperBowl, I noticed a banner ad with the Sasquatch’s face (see screenshot of banner ad below). The ad read, click here to watch my super bowl ad. I clicked the banner ad and it took me to the official website of the Hyundai Sasquatch advertising campaign.
 * __The Banner Advertisement__ **

The banner ad’s target audience is definitely people that viewed the TV spot during the super-bowl. However, I believe that it is not limited to only that audience. Because the Sasquatch’s face is quite humourous, it may get clicks based on this alone. Also there are many people that like to search YouTube for super bowl commercials. In Canada not all the of the million dollar super bowl commercials that are aired in the United States make it to Canada. This makes many people in Canada curious to know what commercials they missed. Because this banner ad has the words "super bowl" in it, they might click it.

I think the banner ad is effective because the text in the ad and the Sasquatches face allow people to immediately recognize the ad, and to understand that if they click it, they will get to watch the commercial.

Personally I clicked the banner ad because I thought the commercial was quite funny and wanted to watch it again.

The banner ad links to the official website of the Hyundai Sasquatch campaign (here is the website [] ). On the actual website are a series of 10 videos along with the super bowl ad. The 10 extra videos were made for online viewing purposes only. The target market of these short clips is definitely the same target market that the banner ad was after. The videos showcase the Sasquatch and the two actors in the original commercial, in a sort of humorous/fictional behind the scenes footage of the commercial shoot.
 * __The short videos on the website__ **

The dialogue of 10 online ads does not mention the car that is being advertised even once. Furthermore, throughout the entire website, the Hyundai logo is nowhere to be found. This makes it seem like the intention of the advertising campaign is not to sell people on the car, but rather just to make people laugh, and to make them stay on the website for as long as possible. Underneath the video thumbnails is a picture of the car which links to a spec sheet of the car (here is the spec sheet [] ). It is the spec sheet that is designed to sell the car. The ad campaign is designed to get people to click on the spec sheet.

Personally, after watching all the videos on the site, I felt compelled to click on the car to see the spec sheet since there was nothing else to click once I watched all the videos. I believe this was an effective campaign due to the hilarity, the short duration of the videos, and the fact that the car was in each shot. Because the videos were short, I did not feel like it was a waste of time to watch them all. Also I think it was very important that the car was in every shot of the videos. This forces viewers to remember what the clips are advertising, even though there is no direct reference or mention to the car at all throughout the entire online campaign (other than in the commercial that aired on TV).


 * __Conclusion__ **

So overall the hilarity of the commercial is what made me click the online banner ad. After about 10 minutes on the site I did end up clicking to open the spec sheet on the car. If I were seriously interested in buying a car, I would have done further research on the car and perhaps purchased it.

In both the banner ad and on the Hyundai Sasquatch website, there is not one reference to the Hyundai logo. It seems like Hyundai is trying to avoid their image with this online advertising campaign. In the car market, Hyundai does not have the best reputation. It seems like Hyundai realizes this and is trying hard not to link the new car and ad campaign with the poor reputation of Hyundai. The logo is not seen until after the spec sheet is opened.

__ **SCREENSHOT OF BANNER AD BELOW** __