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The Triangle of Power in the Media Buying Process
In the media buying process, there are three main elements that constitute the Triangle of Power: In a way, everything starts with the brand advertiser. Without a brand’s need to advertise, there would be no media buying and selling process. When a brand hires an agency with the intent to advertise its products or services, different new […]
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The Handmaid’s Tale and its alert to women everywhere
The Handmaid’s Tale is a 1985 novel written by Margaret Atwood set in a near dystopian future, where women have lost all their rights and most of them have become infertile. It approaches important topics such as feminism, human rights, equality and how far humankind could actually go to guarantee its own survival, even if […]
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Heineken: The Cliché
In 2016, Publicis launched a campaign for Heineken in Brazil called The Cliché. In the ad, we see three couples having dinner while the men receive a message saying that they are invited to a Heineken’s party that will be transmitting the Champions League Final. But first, they need to convince their girlfriends to go […]
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Alexa Loses Her Voice and finds many celebrities to help
When advertisers want to associate their products with aspirational reference groups, they usually resort to celebrity advertising. And that’s what Amazon did for this year’s Super Bowl ad for one of its main products: Alexa. In the 90 second ad, we see Amazon’s personal assistant suddenly losing her voice. The happening quickly becomes news and the Amazon’s […]
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What does “oxente” means?
“Oxente” is a Brazilian expression. Have you heard of it before? Originated on the state of Bahia, “oxente” or “oxe”, for short, is part of the baianês (Bahia slang). But what is the meaning of this expression? “Oxente” suggests surprise, astonishment. In English, it would mean something similar to “what”, used in many different circumstances. The correct […]
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Tim Hortons and the Accommodation theory
Should a brand create an ad focusing on different cultures? If they can do it in a sensitive and respectful way as Tim Horton does on this ad, then surely yes. When Tim Hortons creates ads that are focusing on other cultures rather than the Canadian one, the company is attesting its understanding of how consumer’s behavior […]
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PC and its focus on Values and Lifestyle
When a big brand like President’s Choice, well know by its products good quality and cheap prize, creates a campaign like #EatTogether shifting away from product-focused advertising, we can be sure on what they are trying to focus: values and lifestyle, also know as VALS. This technique is used for psychographic market segmentation and is […]
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Mc Donald’s and the 5Ps of Marketing
A company like Mc Donald’s always has a lot on its plate, – no pun intended. Sometimes it’s a new sandwich that they have to have to advertise, a new combo or even a whole new menu, as they did some years ago with the McCafe menu. But one thing is for sure, they always […]
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Coca-Cola: This coke is a Fanta
When we try to understand the success of some campaigns, it is important to think about the Maslow’s Hierarchy of Needs and its segments: self-fulfillment, psychological and basic needs. In 2017, DAVID the agency, from WPP Group, the largest agency group in the world, created This coke is a Fanta, a campaign to subvert discrimination that would go […]
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The importance of understanding the target
For a campaign to be successful, one of the most important steps is to find and understand the target. Once you have figured out the right one, the path to the Buying-Decision Process maybe smoother. But if you have a campaign that is going to be seen in many places of the world, what would you do? […]
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Neuromarketing and Emotional Appeals
In recent years, advertising has been using neuromarketing techniques more and more. But what is neuromarketing? It’s the application of neuroscience to marketing. Studies have shown that 95% of our mental activity is subconscious, and neuroscience is the branch of science that tries to understand that. By studying the nervous system, neuroscience intends to figure out how […]
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Operant conditioning and its use in media
Operant Conditioning is a method of learning studied by psychologists since 1920. Behaviorists such as John B. Watson and Burrhus Frederic Skinner became famous by spreading the idea that human behavior could be conditioned through reinforcement – a term created by Skinner. Simply put, according to his ideas, repeated stimuli leads to repeated patterns of behavior. Throughout […]