BRANDING
Philippe Alexandrov
bloody episodes of Russian brandbuilding
Here they are: informational (favorite modulus for any case), shocking (jokes and taboo transgressions), sexual, borrowed film images, film director’s ( the commercial is short by a well-known person), self-made (the advertising is created by the advertiser himself).
Evgeniya Gromova, Marina Gerasimova
The experience of using the Brand Sight Gallery method
Often the respondents answer the direct questions insincerely, they are led by social norms. According to the Brand Sight Gallery method they choose pictures that match the brand. This helps to see the real relation to the brand. As an example the authors take the juice market in Russia.
BEST BRAND / EFFIE
How to make a good application for the “Brand of the Year\EFFIE”?
As the Russian and European practice shows, the chance for winning “Brand of the Year\EFFIE” seriously depends on the knowledge of giving information about the brand marketing promotion. The article gives recommendations for filling up the application forms for the contest organization, the jury members and the winners.
Ketchup “Picador” shows a way to win man’s heart
As an example of good application – the description of advertising campaign for ketchup “Picador”. It is has been really well-done and it influenced the jury helping to receive the prestigious award – first at the “Brand of the Year\EFFIE” contest.
Elena Vasilieva (“Petrosoyuz”) : We fit the international experience to the Russian reality
The brands portfolio of “Petrosoyuz” includes: ketchups “Khan” and “Picador”, soft butter “From a farm”, series of other products: “Housewife’s dream” and “My family”. Practically all the brands are the leaders in their fields. The marketing director of the company “Petrosoyuz” tells about their marketing strategy.
ADVERTISING CAMPAIGNS
EFFIE – the most prestigious advertising contest in Czech
These are the presentations of some advertising campaigns which became winners at the Czech EFFIE in 2001:
VOLVO S/V 40: standard outfit for the same money
Majordomus: emotionally about serious
Peugeot: 7 days a year
Go: charged in a cash machine
EFFIE France 2001: sensible effectivness
Works-winners are gracious, sexual and full of humour. In general, they serve to support and renew the image of stable brands:
Decathlon: escape from braking
Nestle: dessert struggle for sweet life
Ìàðà Spontex: AC/DC gloves
Peugeot 206 ÑÑ: cabriolet-coupe –a toy-car
Hextril: headache of tooth mixture
Le Parisien: the younger the reader – the richer the newspaper
ING Direct: orange contra advertising has explained the service
Scoot: scout jokes as an advertising argument
TGV: super speedy trains in a rush for the market
German EFFIE 2001: the market belongs to those who think in a new way
In the stories of German EFFIE emotions are also prevailing: advertising of ice-cream, coffee, cars, travel agencies and newspapers – the winners which destroy the myth of pragmatic Germans who are not elegant in advertising.
It's time to confess, Cremissimo!
Coffee "Melitta": Big feelings suit a big brand
Smart: Big advertising for a small car
VWSharan : For family values
TUI: You’ve deserved it!
DIE WELT: The world belongs to those who think in a new way
COMMENTS
How small “Toro-Pyshky” made grown-ups cry of joy
After the beginning of a national campaign this commercials have become favorites of the public and now you can here the quotations from them in the streets. The brand name is a word-game of “pyshka” (doughnut) and “a person in a hurry”. The advertising was made in an ironical style with a slogan : “Peace, Friendship, Toro-Pyshky” which is a copywriter joke.
How “Lickspittle”, “Pig-headed”, “Greedy pers” and “Sneak” have eaten a share of the ice-cream market
It has turned out that the customers were waiting for all these bad characters. Both children and adults. And this campaign with a new brand “My friends” has satisfied the necessity. The psychological editor of the magazine Elena Petrova comments on this situation.
CREATIVE CLUB
Margarita Vasilieva
Cannes Lions summon to play – the life is so short!
This year the Cannes festival was marked by game advertising and absence of text in the works-winners. The author is for the first tendency and against the second. Advertising without a text is more international and amusing but it fulfills its main task worse – it promotes the brand worse. Because the main energy of brand is a word, it’s the vehicle of individuality. The reason of the absence of Russian works the author explains by the lack of informational culture.
Philippe Alexandrov “Emotional tone of the articles creatiff.ru – from the non-indifferent writers”
Creatiff.ru is the most popular advertising forum in Russia, it’s a kind of expert council where most of the noticeable Russian advertising campaigns are judged upon.
ADVERTISING WORKSHOP
Olga Guseva
Automobile advertising – the mirror of soul
Automobiles are wonderful products for advertisers. The consumers put so many emotions in them that it is not necessary to invent something, you should only look carefully and see what is going on inside the customers. The author invites to go through the motivations and emotions in the automobile advertising presented on the pages of American magazines.
Georgiy Minaev
Russian consumer as a fence
The article is about advertising typical for the post-soviet Russia in which the customer’s motivation is based on the desire to find profit at somebody else’s expense. In such actions the customer is a cunning pers who has cheated the seller or another customer.
LAW
Vadim Uskov
Marketing wars by the lawyer’s hands
Most of Russian brand-wars are led with the help of “brand-virus”. It’s like influenza virus which is able to gain weight out of advertising budgets of the competitors. The author gives an example of a specific “multi-virus” – the tooth paste “Cedar balm” which has used the achievements of its three previous competitors and has occupied a niche on the market due to its strong strategy.
MEDIAPLANNING
Gallup media
The TV audience in Moscow and St.Petersburg
Comcon
The press audience in Moscow and St.Petersburg
Comcon
The radio audience in Moscow and St.Petersburg
NOTEBOOK
Reviews on books on advertising and marketing
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