Jeep Advertisement

For our Jeep advertisement, our main goal was to make the Jeep desirable for seniors ages 50-70. They are most interested in exploring, low fuel consumption, and safety features. In choosing the type of Jeep, my group and I decided on the Jeep Compass. We chose this because it offers the best mileage, which is what older folks care about.

For our television commercial advertisement, we decided to have three friends, one male and two females ages 50-70, begin in the Jeep Compass. While they are on their way to go hiking in a peaceful area outside of the city, they casually talk and exchange stories. There is music in the background. They're not out of the city yet, but one of them suddenly gets a phone call from their grandson. He's calling and asking his grandma to come pick him up. The driver turns around and the surroundings turn into a safari/jungle adventure. The streetlights become tangly branches, the cars in traffic become rhinos and wildebeest, and puddles turn into white water rapids. (All of these crazy events are seen from the windows of the car; the audience is watching it as if they were in the car.) After the crazy adventure, they end up in front of the grandson's school and all the music and thrilling "chase" stops. The grandma gets out of the car and walks slow-motion toward the school. The camera is focused on grandma walking away from the Jeep, while all the animals and adventure-themed setting is still there.

Through this commercial, viewers will believe that this Jeep can be used for both daily activities (like driving to school) and for exploring (like driving to go hiking or through terrains.)

Harley-Davidson

1. Yes, I definitely believe that brand communities like Harley-Davidson result in greater involvement with the brand. Not only do they sell motorcycles, but they also are creating relationships within those who enjoy using the motorcycle. The consumers are no longer JUST consumers, but are now connected to the brand. Once you build relationships and get people involved by bringing them together, the chances that they move on to another brand are very slim. This can happen with many other products. I find this happening on social media, specifically Twitter. Different nail polish brands will retweet users and even start a conversation with the different users that "follow" them. They will also ask users to help them name a certain color or decide on a prize for them to give away. By doing this, they are making the users feel as if they are part of their family and part of the production process.

2. I think the Posse Ride was created to bring people together, which enhances the meaning of the brand for the riders. Bringing people together will ensure a sense of community, especially if they are doing the things they enjoy and love doing. During the Posse Ride, the article states that riders entertain each other about the adventures that they've taken with their motorcycle. Not only has Harley-Davidson brought people together, but they've also built friendships among those who ride. Harley-Davidson will then be known as a family, and family always stick together. 

3. As a person who is unfamiliar with Harley-Davidson, I have heard a lot about them. If you were to ask me to name a motorcycle brand, Harley-Davidson is the only one I know. With that said, I do not think that Harley-Davidson should get more involved in the ride. Many people are already enjoying them for who they are and what they produce. As we learned in class, the Harley-Davidson brand represents freedom. By getting more involved in the ride, the meaning of freedom will be lost. If Harley-Davidson's brand of freedom is working for them, there is no need to introduce another competing theme.

4. I think something fun that could increase involvement in the brand, if it's legal, is to hold motorcycle races. A lot of people enjoy competition, especially in something they enjoy doing. Their incentive to race could be something that Harley-Davidson gives away as a first place prize, perhaps even a motorcycle. They could have pop polls on their Facebook page asking viewers of the race who they think will win. By doing this, people who don't even own a motorcycle can get involved. Many products have become reliant on social media to spread their brand. For Harley-Davidson, I don't think getting involved with social media would be a bad idea. It would give them a bigger consumer market.

A Day in the Life of Paul (Smart Car Ad)

Paul, below, is a 50-year-old science teacher at a presigious high school in San Francisco who would consider purchasing a smart car. He currently rides the bus to school, but he would rather drive to school because the commute is too long.

(Note: This may not be exactly the same as some of my group mates because we did not discuss his daily activities in detail.)

6:00 am - Paul wakes up to his solar-powered alarm clock.

6:15 am - He takes a shower with his organic shampoo products (bought from Trader Joe's) and makes sure that it's quick so he can save water.

6:30 am - He eats his whole wheat bread and drinks tea while reading the newspaper, then leaves his house to catch the bus.

7:20 am - He arrives to school with ten minutes to spare. He has his teaching plan prepped from last night, ready to go!

7:30 am - His first Environmental Science class begins.

12:30 pm - It's lunch time! Paul takes out his peanut butter and jelly sandwich and eats happily. He also grabs his water bottle (reusable, of course) and fills it up with San Francisco's lovely tap water. He sometimes has students in his classroom because he sponsors the school's Environmental Club.

1:10 pm - Classes start again.

4:00 pm - His work day is over, so he decides to walk over to the farmer's market (it's about a five minute walk.) He picks out his apples, strawberries, and peaches!

5:00 pm - He takes the bus home from the farmer's market.

5:50 pm - He arrives home. He does a little tidying up the house and browsing the Internet for a new car, perhaps the new smart car?

7:00 pm - Time for dinner! He enjoys a nice meal with tofu and greens while grading papers.

9:00 pm - He enjoys a nice book about cooking.

10:00 pm - He gets ready for bed and makes sure that he's done all that he has to for the day.

10:30 pm - Paul goes to sleep. Although it's a little warm at night, he doesn't turn on his air conditioner. Instead, he cracks open a window just slightly so that he won't get cold in the middle of the night.

Consumer Behavior (ft. Netflix)

A product/service that has launched successfully is Netflix, a streaming website with an array of television shows, movies, documentaries, and more. People love this company because they enjoy having the choice of watching any show they want, whenever they want. I'm not sure if it will last very long, but it's been very popular for quite some time now.

Here are four reasons (but there are definitely more) that it has been so successful:

1. Netflix can be accessed with the same account from many different platforms. Not only can you use Netflix with your computer, you can also use it on any gaming console (Playstation, Xbox, Wii) or phone that lets you download the Netflix app.

2. More than one person can use Netflix while being on the same account.

As far as I know, there are five people sharing my brother's Netflix account right now. My mom uses it to watch her detective and mystery shows (Sherlock Holmes), my brother for How I Met Your Mother, his girlfriend for One Tree Hill, my boyfriend for survival shows (Duel Survival), and I for The Vampire Diaries. There has only been one occasion when I couldn't watch my show because too many people were watching at the same time.

3. Netflix is not expensive.

For $7.99 a month, you receive unlimited streaming.

4. There are absolutely no advertisements on Netflix.

You get all 45 minutes of your show, uninterrupted. You can pause whenever you need to and go back to a clip that you missed whenever you want.

Propaganda Campaign (Live. Love. Nap.)

After discussing with my group the pros of sleeping, we decided that there should be a designated nap time from 1-2 pm everyday. Because people are usually grumpy when they don't sleep enough, we have made it mandatory for all electricity to be turned off and stores to be closed.

Our party name is Happy Napping, and our campaign slogan is "Live. Love. Nap."

If you follow the plan of napping everyday from 1-2 pm, you will see results. You will be less stressed, less irritable, and happier! During the middle of the day, you may feel as if there is too much to complete in so little time. If you take a nap, you won't even have to think about it. Less stress means less pimples! When you don't sleep enough, you will make bad decisions. Sometimes that even includes destroying friendships.

Like everyone says, "sleep is the best medicine!"

We will advertise this by creating posters and hanging them up all over the city. We will also have a Twitter and Facebook to always keep you updated.

Political Advertising: Surfrider Foundation

The Surfrider Foundation is "dedicated to the protection and enjoyment of the world's oceans, waves, and beaches." On their website, they have a toolbar at the top of the page that includes categories, one being "campaigns." There is a United States map that allows me to click on California, then "see campaigns." (Listed below is a screenshot of some of the active campaigns in California.)

Because we are researching local campaigns, I clicked on the "Pacific Grove Plastic Bag Ban" campaign. This campaign was created to ban using plastic bags to "reduce and prevent marine pollution." As of now, Monterey has banned single-use plastic bags.

Surfrider Foundation (Monterey Chapter) has created its own website. If people visit the website, they can find out when beach clean up days and meetings are.

One of the biggest things that Surfrider Foundation did was their "3 Second Movie Challenge." One year ago, Surfrider Foundation created a 3 Second Movie Challenge in which participants were to capture what water is in three seconds. This challenge was designed to raise awareness and "inspire change on world water day." The winner of the challenge was given a GoPro camera and other gadgets. I believe they are hosting this challenge every year now! Below is the video that Surfrider Foundation put together of the entries they received.

I think this is one of the biggest things that they've done to raise awareness. Not only is the video entertaining, but it's also educational and impactful.

Rose Petal Cottage (Commercial Remake)

• The first thing we decided was to add a boy in the commercial and the song. Instead of having the girl sing by herself, we thought it would be better to have a boy and girl sing a duet.
• Instead of having pastel colors, adding bolder and solid colors to not only the house, but the whole commercial will make it less centered toward little girls.
• In the original commercial, the little girl is doing laundry by herself. Because we introduced the little boy, we thought it would be fun if they did things together. An example would be to wash the dishes together.
• Add books or something educational to make the house sophisticated and a drawing table for something fun and unrelated to doing chores.
• Instead of Rose Petal Cottage, we would change it to Little Cottage.
• Include a pet dog or cat so a baby is not the only option. A baby for the boy and girl would make it seem as if they were a family.