Year+8+Media

__** Year 8 Media - Wednesday 21st September, 2011 **__

**Alphabetagories** Students work in groups of 3. Each group is to list a brand for every letter of the alphabet (A = Apple, B = Bridgestone.....) Please email me your list at bthorpe@sakyabram.catholic.edu.au

**Where do you see advertising in everyday life?** Use bubbl.us to create a word web that has "advertising" in the middle and the areas where people advertise (TV, newspaper....) branch off. Examples that students can think of branch off from each different medium (TV - AFL Finals ads //This is greatness.....//). Print the word web off as a pdf file and email it to bthorpe@sakyabram.catholic.edu.au

Students are to complete the following KWL chart __** save it with their name in the title **__ and email it back to Mr. Thorpe at bthorpe@sakyabram.catholic.edu.au

Students are to search for and paste an example of Technology Advertising, Sports Advertising, Food Advertising and Fashion Advertising on the appropriate canvas provided at linoit.com

Have a look at the following company logos. Please complete the following form


 * Identify the Logo/Brand name Trivia. ** Firstly as a class, then in pairs students discuss what makes an effective logo for a product. Discuss use of colour, design, text, simplicity. Where do we see these brand names being used? What feelings do they evoke in the audience? Pairs post their discussion points on a __ google form __ that is provided on the class wiki.

Students are to go to the following link and post their thoughts on **//__What is advertising?__//**. This will be used to create a class definition next week.
 * Advertising **

Here is a sample of what you need to fill out and have approved before you may commence filming.

Also here are the details of your next Media Assessment Task

__**Newspaper Assignment Resources.**__  

**Celebs Who Un-Sell Products** [|Jack Trout], 09.13.07, 6:00 AM ET
 * || [[image:http://images.forbes.com/media/2007/09/12/endorse_clk.jpg caption="pic" link="http://www.forbes.com/2007/09/12/jack-trout-marketing-celebs-oped-cx_jt_0913trout_slide_2.html?thisspeed=20000"]] ||
 * [|In Pictures: Celebrity Endorsements Gone Bad] ||


 * [[image:http://images.forbes.com/media/commentary/jack_trout.jpg caption="pic"]] ||
 * [|More From Jack Trout] ||  || [[image:http://images.forbes.com/media/assets/spacer_white.gif width="5" height="5"]] ||
 * [[image:http://images.forbes.com/media/assets/spacer_white.gif width="5" height="5"]] ||

In my last column, I raised the issue of people and brands licensing their names. My general conclusion was that for the most part, it's a waste of money and could be a problem for the brand itself. It might be worth some words on the use of celebrities in the brand business: the good, the bad and the ugly. What prompts my further thoughts on this subject is the announcement that **Macy's**(nyse: [|M] - [|news] - [|people] ) is launching a major celebrity effort to try and restore some luster to its recent and somewhat unsuccessful effort to build a national chain of 825 stores under the Macy's brand. The ads beginning on television this month will feature such celebrities as Martha Stewart, Sean "Diddy" Combs, Jessica Simpson, Donald Trump and Emeril Lagasse. All have something in common: They sell name-branded items at Macy's. ====[|In Pictures: Celebrity Endorsements Gone Bad] ==== Will this do the trick? Will this jazz up the department-store category under attack from the mass merchandisers or the specialty retailers? My feeling is that the answer to this question is: not likely. Here are the reasons. First of all, successful celebrity brands have to have a very direct connection to the celebrity. It has to make sense to the prospect. Michael Jordan selling **Nike** (nyse: [|NKE] - [|news] - [|people] ) sneakers is the Mount Everest of marketing. Why has the Air Jordan brand been such success year in and year out? Michael could play basketball and jump like few others could. And sneakers are critical to that skill. The prospective customer figures that those sneakers help Michael do what he could do and some of that magic might be in those expensive basketball shoes. Shaquille O'Neil has a sneaker brand that has made very little impact for the simple reason that he doesn't jump very high or move that well. No connection. On the other hand, his efforts to sell a pain reliever probably worked out quite well. Everyone realizes that there's a lot of pain in that big body game. Consider Tiger Woods and his Nike golf balls. When his name wasn't connected to Nike golf products, their golf balls didn't sell. As soon as the world that they were what he was playing with, they suddenly became a lot more popular. (Though not as popular as that category leader, Titleist, that has the most professional golfers using them.) But can Tiger Woods sell Buicks? No way, for the simple reason that the prospective customer sees no natural connection to his driving a Buick. He was just paid to be in the commercial and everyone knows that with his money, he should be driving a Bentley, not a Buick. That said, let's get back to Macy's. Is there a natural connection to Martha Stewart's home products? Sure. As a result, they might sell some of these items. But they won't sell anywhere near the amount that the known brands of cookware and china sell. Donald Trump has a natural connection to real estate, not suits. Besides, not only does he always look like he's in the same clothes, most people spend all their time looking at his hair, not what he's wearing. And with his money, he' probably wearing custom tailored suits anyway. <span style="font-family: Arial,Helvetica,sans-serif; font-size: 13px;">Jessica Simpson shoes? No big deal. Emeril Lagasse cookware? Sure, but now you're competing with Martha's cookware. <span style="font-family: Arial,Helvetica,sans-serif; font-size: 13px;">The bottom line is that all these celebrity brands aren't enough to make Macy's a cool place to visit. And then there's the question of all the other stuff on sale at the store? Will I pick up a celebrity item and walk past all those other counters? I have a clear perception of why I should go to **Wal-Mart** (nyse: <span style="font-family: Arial,Helvetica,sans-serif; font-size: 13px; text-decoration: none;">[|WMT] - [|news] - [|people] ) (low prices), **Target**(nyse: <span style="font-family: Arial,Helvetica,sans-serif; font-size: 13px; text-decoration: none;">[|TGT] - [|news] - [|people] ) (department store products for less) or**Nordstrom** (nyse: <span style="font-family: Arial,Helvetica,sans-serif; font-size: 13px; text-decoration: none;">[|JWN] - [|news] - [|people] ) (service), **Saks** (nyse: <span style="font-family: Arial,Helvetica,sans-serif; font-size: 13px; text-decoration: none;">[|SKS] - [|news] - [|people] ) (prestige products). <span style="font-family: Arial,Helvetica,sans-serif; font-size: 13px;">Macy's is in dire need of a clear positioning or differentiation strategy, and those celebrities aren't it. If they and other celebrities all shopped there, maybe. But the fact that they sell their stuff there isn't much of a reason to pass up all those other stores I can visit. <span style="font-family: Arial,Helvetica,sans-serif; font-size: 13px;">Finally, there is the issue that sometimes celebrities can unsell products and cause problems for their sponsor. <span style="font-family: Arial,Helvetica,sans-serif; font-size: 13px;">James Garner was selling beef--until he had a widely publicized heart attack and resulting triple bypass. Uh, oh! <span style="font-family: Arial,Helvetica,sans-serif; font-size: 13px;">Reebok spent $25 million on an ad campaign for two track and field stars (Dan O'Brien and Dave Johnson). Dan failed to capture a single medal. Dave won only a bronze. Uh, oh! <span style="font-family: Arial,Helvetica,sans-serif; font-size: 13px;">Tennis star Martina Hingis was an endorser for an Italian sneaker and tennis-gear company until she sued them, claiming the shoes were the cause of her injuries. Uh, oh! <span style="font-family: Arial,Helvetica,sans-serif; font-size: 13px;">Kobe Bryant was in **McDonald's** (nyse: <span style="font-family: Arial,Helvetica,sans-serif; font-size: 13px; text-decoration: none;">[|MCD] - [|news] - [|people] ), Sprite and Nutella promotions until he was charged with sexual assault. Uh, oh! <span style="font-family: Arial,Helvetica,sans-serif; font-size: 13px;">Michael Vick was one of those Nike athletes until he was convicted of dog fighting. Uh, oh! <span style="font-family: Arial,Helvetica,sans-serif; font-size: 13px;">Unfortunately, there's always the danger that your celebrity, being human, will do something that will embarrass your branding program. You can fire them, but damage can still be done. (Nike quickly took away Michael Vick's "Swoosh.") <span style="font-family: Arial,Helvetica,sans-serif; font-size: 13px;">One of my favorite celebrity programs is that of Betty Crocker. She's been selling baked goods for decades. And because she's make-believe, she never goes astray and she never wants a raise. And, the last time I checked with **General Mills** (nyse: <span style="font-family: Arial,Helvetica,sans-serif; font-size: 13px; text-decoration: none;">[|GIS] - [|news] - [|people] ), she still gets mail from her fans.

http://www.forbes.com/2007/09/12/jack-trout-marketing-celebs-oped-cx_jt_0913trout_slide_2.html?thisspeed=20000