Psy 230 Week 3 Case Study In Advertising

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In week 3 lesson, we had learnt about agency in advertising principles. In advertising, the players include advertiser, agency, media and professional suppliers and consultants. The advertiser is the key player because all advertising begin with advertiser. Most of the advertisers have a marketing team that initiates the advertising effort by identifying marketing problem advertising can solve. In professional jargon, advertiser is a client for agency, so advertiser responsible in monitoring the work and paying the agency for its work on account. Second player is advertising agency, it is responsible to creating and planning new advertising for its clients. Agency-client partnership is the working arrangement between advertiser and agency. …show more content…
A full-service agency includes the four major staff function of account management, creative services, media planning and account planning. Full-service agency had their own department like accounting, print production and others. The operating of their agency is same as normal company, different department handle different work. Doyle Dane Bernbach (DDB) founded at 1949, New York City, and it is one of the world’s largest advertising agency companies now. The first advertising did by them is for Ohrbach’s department store and they typified the new ‘soft-sell’ approaching using catch slogan and witty humour in contrast to the repetition and hard sell advertising that was in vogue until then. This new agency was initially successful in wining business for clients with small budget. After few years, DDB had become worldwide agency, they have 54 offices in 19 countries, such as Chicago, London and others. Each outlets of DDB have their own representative advertising and most of the advertising had win award in the certain …show more content…
The trailer was released at 23 January on Skittles official YouTube channel and the view increase rapidly. The commercial is set in sleepy desert town, two friends arguing for their last remaining yellow lemon skittles. This ritual is so commonplace, that there is a designated bell-ringer who warns townsfolk of a dispute using the phrase “Let’s settle it the usual way!” All inhabitations include animals flock to the street to see the fight resolved and each of them bringing an enormous right arm. Then, arm wrestling matches had started to determine who get the last favourite Skittles. The trailer has 25,080,946 times of view, and most the feedback is good. After trailer, DDB Chicago had released the 60 second full version commercial at Skittles Official YouTube channel. The story continue when a girl lefty name Nell with a big right arm want to challenges the winner of arm wrestling to get the last favourite yellow Skittles. ‘Settle It’ had become the 8th most viewer at Facebook, the 4th most shared at YouTube and 3rd largest shared of voice across social media channels for the entire Super Bowl weekend. This advertising also crowned #1 Most Underrated advertising by the USA Today

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