品牌和产品对国家形象的影响课件

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1、Group 3:Team Chi(Chap 6-7)Ryan PaladBerg CapizAlvin GoKexin BiTSBRANMA RegisSection R32Submitted to Prof.Danny Barrenechea Print Ad Considerations2/3 of a magazine audience does not notice any one print ad in particularOnly 10%of audience read much of the copy of any one adReaders only glance at mos

2、t visible elements Must be clear,direct and consistent in illustration&headlineChap.6Chap.6:From a current issue of Newsweek or Time Magazine,decide which print ad you feel is the best and which ad you feel is the worst based on the criteria described in this chapterChap.6Chap.6:From a current issue

3、 of Newsweek or Time Magazine,decide which print ad you feel is the best and which ad you feel is the worst based on the criteria described in this chapterIs the message clear at a glance?Can you quickly tell what the advertisement is about?YSingapore Airlines is a great way to flyIs the benefit in

4、the headline?YAs stated in the headlineDoes the illustration support the headline?YDoes the first line of the copy support or explain the headline and illustration?YIllustration connotes a seamless depiction of the world(San Francisco to India)Is the ad easy to read and follow?YCopy is short and con

5、ciseIs the product easily identified?YAirlineIs the brand or sponsor clearly identified?YCompany logo on lower right hand corner of adChap.6Chap.6:From a current issue of Newsweek or Time Magazine,decide which print ad you feel is the best and which ad you feel is the worst based on the criteria des

6、cribed in this chapterIs the message clear at a glance?Can you quickly tell what the advertisement is about?YLV teams up with Angelina Jolie in a corporate social responsibility campaignIs the benefit in the headline?YVery subtle.Not a hard sell.A reward in itselfDoes the illustration support the he

7、adline?YPhotograph consistent with copyDoes the first line of the copy support or explain the headline and illustration?YCentered on Angelina Jolies goodwill tour in CambodiaIs the ad easy to read and follow?YLVs corporate social responsibility not product centeredIs the product easily identified?YH

8、igh end bagIs the brand or sponsor clearly identified?YLouis Vuitton on lower right hand corner of adChap.6Chap.6:From a current issue of Newsweek or Time Magazine,decide which print ad you feel is the best and which ad you feel is the worst based on the criteria described in this chapterIs the mess

9、age clear at a glance?Can you quickly tell what the advertisement is about?YToshiba as a sleek yet powerful laptopIs the benefit in the headline?YConsistent with the message All the power but 40%thinnerDoes the illustration support the headline?YRazor thin laptop proDoes the first line of the copy s

10、upport or explain the headline and illustration?YIndeedIs the ad easy to read and follow?YIs the product easily identified?YLaptopIs the brand or sponsor clearly identified?YToshiba&Intel Core i7 chip on either corner of adChap.6Chap.6:From a current issue of Newsweek or Time Magazine,decide which p

11、rint ad you feel is the best and which ad you feel is the worst based on the criteria described in this chapterIs the message clear at a glance?Can you quickly tell what the advertisement is about?YLV teams up with Bono&wife,Alison Hewson,in a corporate social responsibility campaignIs the benefit i

12、n the headline?YVery subtle.Not a hard sell.A reward in itselfDoes the illustration support the headline?YCouple in the wilderness disembarking from their journeyDoes the first line of the copy support or explain the headline and illustration?YCentered on couples advocacy to fight poverty in AfricaI

13、s the ad easy to read and follow?YLVs corporate social responsibility not product centeredIs the product easily identified?YHigh End BagsIs the brand or sponsor clearly identified?YLouis Vuitton on lower right hand corner of adChap.6Chap.6:From a current issue of Newsweek or Time Magazine,decide whi

14、ch print ad you feel is the best and which ad you feel is the worst based on the criteria described in this chapterIs the message clear at a glance?Can you quickly tell what the advertisement is about?YInformational a new Rimowa branch has just opened in a mallIs the benefit in the headline?YThe ben

15、efit of knowing a new convenient locationDoes the illustration support the headline?NMore creativity can be used to portray a new store openingDoes the first line of the copy support or explain the headline and illustration?NSame comment as aboveIs the ad easy to read and follow?YYes.Very straightfo

16、rward that theyve openedIs the product easily identified?YTravel LuggageIs the brand or sponsor clearly identified?YRimowa.Brand logo at the bottom of adChap.6Chap.6:From a current issue of Newsweek or Time Magazine,decide which print ad you feel is the best and which ad you feel is the worst based

17、on the criteria described in this chapterIs the message clear at a glance?Can you quickly tell what the advertisement is about?YLexus cares for ultimate riding comfortIs the benefit in the headline?YAd says that they care for comfortDoes the illustration support the headline?YLexus interior passenge

18、r section depicted with all the luxuryDoes the first line of the copy support or explain the headline and illustration?YIs the ad easy to read and follow?YPicture paints a consistent image of comfortIs the product easily identified?YAutomobileIs the brand or sponsor clearly identified?YLexus.Located

19、 at upper middle left hand section of ad Chap.6Chap.6:From a current issue of Newsweek or Time Magazine,decide which print ad you feel is the best and which ad you feel is the worst based on the criteria described in this chapterIs the message clear at a glance?Can you quickly tell what the advertis

20、ement is about?NToo much clutter on the ad.Copy written as an article to mimic writing style in magazineIs the benefit in the headline?NHeadline is more of a call to actionDoes the illustration support the headline?YPhotographs of men undergoing aesthetic proceduresDoes the first line of the copy su

21、pport or explain the headline and illustration?NWould be more effective to show end-result instead of procedureIs the ad easy to read and follow?NContents too longIs the product easily identified?NAd headlines problems rather than products or solutionsIs the brand or sponsor clearly identified?NThe

22、brand is part of the headline;very subtle branding and thus unclearChap.6Chap.6:From a current issue of Newsweek or Time Magazine,decide which print ad you feel is the best and which ad you feel is the worst based on the criteria described in this chapterIs the message clear at a glance?Can you quic

23、kly tell what the advertisement is about?YIslanderis a durable brand of sandalsIs the benefit in the headline?YSiksik sa tibay nuff saidDoes the illustration support the headline?YIslander slippers formed to look like muscles.Depicts strengthDoes the first line of the copy support or explain the hea

24、dline and illustration?YIs the ad easy to read and follow?YSimple and straightforwardIs the product easily identified?YSandalsIs the brand or sponsor clearly identified?YIslander at bottom portion of adChap.7Chap.7:Think of the country in which you live.What image might it have with consumers in oth

25、er countries?Are there certain brands or products that are highly effective in leveraging that image in global markets?For those who live in Spain&Portugal,Filipinos are a brand of delicious choco-enrobed biscuitsManufactured by Kraft(Nabisco)under the Artiach brand nameInspired by Rosquillo Biscuit

26、s made in Iloilo and Bacolod which Spaniards added a twist by enrobing biscuit with chocolateChap.7Chap.7:Think of the country in which you live.What image might it have with consumers in other countries?Are there certain brands or products that are highly effective in leveraging that image in globa

27、l markets?New campaign by the DOT to further boost tourismPhilippines wonderful natural locations as the actual brands that speak for the beauty of the countrySome examples of the countrys fun brands in the next slidesChap.7Chap.7:Think of the country in which you live.What image might it have with

28、consumers in other countries?Are there certain brands or products that are highly effective in leveraging that image in global markets?Boracays white sandsChap.7Chap.7:Think of the country in which you live.What image might it have with consumers in other countries?Are there certain brands or produc

29、ts that are highly effective in leveraging that image in global markets?Donsols gentle whale sharksChap.7Chap.7:Think of the country in which you live.What image might it have with consumers in other countries?Are there certain brands or products that are highly effective in leveraging that image in

30、 global markets?Wakeboarding in CamSurChap.7Chap.7:Think of the country in which you live.What image might it have with consumers in other countries?Are there certain brands or products that are highly effective in leveraging that image in global markets?Puerto Princesas Underground River one of the

31、 New Seven Wonders of the WorldChap.7Chap.7:Think of the country in which you live.What image might it have with consumers in other countries?Are there certain brands or products that are highly effective in leveraging that image in global markets?Apo Island home to one of the worlds best coral reef

32、s China is the manufacturing center of the world.Products made in China are sold in most other countries.Impossible not to purchase Chinese products in America for example.Consumer perception is cheap but low quality.Chap.7Chap.7:Think of the country in which you live.What image might it have with c

33、onsumers in other countries?Are there certain brands or products that are highly effective in leveraging that image in global markets?Truth:Manufacturing quality high with competitive manufacturing costs China has 958 kinds of products in the world Ranked first in terms of global market share The ma

34、in products are clothing footwear bags Competitive prices a result of competitive costs of production,including laborChap.7Chap.7:Think of the country in which you live.What image might it have with consumers in other countries?Are there certain brands or products that are highly effective in levera

35、ging that image in global markets?Tsingtao beer is premium priced,premium quality.Double the price of a local beer in America.Huawei s products and solutions have been applied in more than 140 countries,services 1/3 of the global population.Tsingtao and Huawei both bring honor to China.Chap.7Chap.7:Think of the country in which you live.What image might it have with consumers in other countries?Are there certain brands or products that are highly effective in leveraging that image in global markets?Thank You