FIU in Berlin 2008

Advertising on Staircases: out of home advertising

2008-06-27T09:45:00.000-07:00

Description:
This staircases ad was strategically positioning in the Postdamer Platz station because the CineStar Berlin IMAX® at Sony Center is located at the Postdamer Platz mall. The first part of the ad that caught my attention was the huge 3D white and blue over a red arrow pointing upstairs. The second part of the ad is a text written on a blue background and white letters, which translates: Discovery Channel Image-Theater: “the spectacular film experience in the Potsdamer Platz mall”; letting you know where you can find the IMAX Theater. The end of the ad is white letters written on a pink background giving information about the website and a text that translates: “MORE SOUND, MORE FILM, MORE MOVIE THEATER”, and the last phrase advertise the “CINEMAXX at Postdamer Platz.”

Why I selected it:
This type of advertising caught my eye since the first time I saw it. I found this type of advertising interesting because it is an original way of trying to get your audience attention and you won’t miss it. The staircases ad is an out of home advertising technique, in this specific case, used to market a target audience who goes to Postdamer Platz mall because it was located at the Postdamer Platz metro station. People who are waiting for their Bahn or arriving to this station, they have enough time to look at the ad and notice about the 3D IMAX theater.

IMC Concepts:

The base of the IMC is to coordinate the evenness of the information of an outgoing message through different types of media. That is what every company should take in to consideration at the moment to better reach a specific target group. From my point of view, the staircases ads are a really powerful marketing strategy that meets the basics of the IMC concepts. In order to come up with this ad, they did a deep costumers database studies, applied different strategies, and used a variety of tactics to reach their target audience. The last step is the evaluation of results, to see how costumers response to the product. This type of advertising catches people’s attention and at the same time it is being consistence with the message and incorporation of media

Cross Cultural analysis:
The advertising on staircases in Miami, USA is uncommon compared with this type of advertising in Germany, Berlin. One of the main reasons could be because the transportation system in Germany. In Berlin, one of the most used medium of transportation is the Bahn (train or metro). You must use the stairs in order to take different rout. Another difference is before this type of advertising, in USA, used to be only possible in the form of single steps. Comparer with Germany, they have larger motif across several steps, which I consider is better for the impact of the message. As you can see, even though this type of advertising is also used in USA, there are some cross cultural differences.

Three key points:

1. Difference systems of transportation in USA and Germany, which affects the impact of the advertising on staircases.
2. The advertising on staircases in Berlin, Germany as a potential campaign to promote product consumption.
3. The importance of the ad placement in order to better reach the target audience (bahn stairs).

GIB AIDS KAN CHANCE

2008-06-22T08:51:00.000-07:00

GIB AIDS KEINE CHANCE = DON’T GIVE AIDS A CHANCE

Throughout our weeks in Berlin I noticed these ads for an AIDS campaign in different underground metro stations and found them ‘attention grabbing.’ Communication campaigns against this disease are hard to produce, since it is such a “sensitive” subject. Not everyone is willing to talk about it publicly and it is hard to find effective ways to motivate people to use protection.

As a future professional in the Communications field, I believe that part of delivering an effective campaign is to get the consumers’ attention through messages and visuals that will ‘stick’ in their minds. As I kept running into these posters I thought: “Wow, I don’t know any German, but given by the pictures I can understand part of the message of the campaign.” I also found creative that they did several posters with different pictures, yet following the same concept: fruits and vegetables with condoms on. I even interpreted from these ads that by using fruits and vegetables in the pictures, they are trying to communicate that using protection should be as common as eating fruits and veggies.

It would be interesting to see how Americans would react to this campaign. The visuals are pretty much ‘in your face’ and I wonder how people might react to it. As it would also be interesting to know how Germans’ took this campaign.

Key points:
· It is an interesting, “attention grabbing” campaign
· Communicates a clear message through different posters
· How do people react to it?

Blue Man Group in Berlin

2008-06-21T03:27:00.000-07:00

Description
One of the first ads I noticed when I arrived in Germany was one at the S-Bahn promoting the Blue Man Group. At first it was just an ad, but soon after I noticed that their advertising campaign is all over the city, and does not limit to a simple sticker in the metro. The ads are located at strategic points around the city, and I assume their strategy is AWARENESS. For the most part, the ads that I encountered were outdoor ads; nevertheless, since I found a couple of flyers I think their campaign uses a wide array of media. Some of the places they placed ads were in: guided tours on the bicycles, buses, billboards, stickers inside the metro, posters in the metro station, outdoor ads in the streets and flyers.

Why I Selected It?
Since I saw the Blue Man Group in Orlando, Florida, I thought it would be interesting to see the way they promote in Germany a group that is recognized in the U.S. After I noticed the ads were everywhere, I started on a “quest” to see where I would find my next ad. Without any effort I was able to take a couple of pictures of the ads within one day.

IMC Concepts
For the Blue Man Group campaign it is evident that the unification of one message was key when creating the billboards, flyers, etc.. As one takes a closer look at the ads, they urge the people to go since it’s “A sensational show” as TIME Magazine is quoted. All the ads have written the location where the Blue Man Group will be performing, accompanied by a quotation. To me, this shows how important it is for the campaign to put forward only one message about what they are promoting.

Cross Cultural Analysis
In this case, I find that there is no difference between the way the Blue Man Group is promoted in Germany, and the way it was promoted in the U.S. The main strategy for the campaigns is awareness, and it has been achieved by placing the ads where the target audience would be found. In the U.S., I remember the ads could be found in the highway, TV and radio; In Germany the ads are in locations fo high transit, such as S-Bahn (metro), S-Bahn stations and buses.

Key Points

1. The advertising campaign for Blue Man Group can be found at places of high transit.
2. The message in all of the ads is the same.
3. Awareness is the main purpose of their campaign.

Even In The Bathroom~

2008-06-19T16:49:00.000-07:00

An interesting thing I noticed while I was in the bathroom at one of the S-Bahn stations was the use of advertising in the bathrooms. After washing my hands and using the towels to dry them, I noticed that I was wiping my hands with advertising. What a creative concept!
I have never seen this before until Berlin, and think it's a great idea. Did I unfold the crumbled paper to read what the advertisement said after I used it? No...But for one, I can't read German. For two, had it been in English, I probably would have spent more time looking at the advertisements as the paper was being unfolded into my hands by the machine.
I'm not sure of the cost of printing on this type of paper, but I would assume it doesn't come cheap. I was talking to another student about the use of the advertisements on the paper, and they said that they thought the advertising would get old, and that eventually people would no longer look at them. Personally, part of advertising is just that, making people keep looking. So as ads got old on the paper, changing them would be a helpful idea, as well as maybe changing color, and then who knows what would come out the next time you go to dry your hands!
I think this type of communication would open up many doors in the US in terms of advertising, and give creative people another frame of mind to explore as the world of advertising becomes harder and harder to reach its target. If only I could read German and understand what was being advertised to me!!!!!

Advertising on water!

2008-06-19T07:05:00.000-07:00

While studying abroad in Berlin, Prof. Villar took us on a boat tour through the city. It was very interesting to see the city from a different perspective such as the museums and other buildings, especially from the river. It wasn’t surprising to see different advertisement on the river but only one stood out because the other advertisements we small and hardly noticeable. There are many advertising mediums and one of the advertisements I saw that I thought was very interesting and different was one I saw on the boat tour.

While we were riding on the boat, I saw a green river boat with an advertisement of Berliner Pilsner. The boat was painted green and on the exterior was a huge sign with the name of the beer and their logo that is a bear holding a tray of beer.

I found it very interesting because this was the only boat I saw that had a massive advertisement all over it.

This is a great idea because it targets all the customers on riverboat tours and anyone who is having lunch or drinks anywhere around the river. Also, if customers are enjoying the city of Berlin on a riverboat tour, why not enjoy a cold Berliner Pilsner while enjoying the sights under the sun.

It is very important to find unique ways to advertise because there is so many advertisements that many of them do not stand out. In this situation, everything about the advertisement, from the green boat to selling it on all the boats, is a very different way to attract beer drinkers.

We talked in class about using different advertising mediums and this is a unique way to advertise because this is the only massive advertising I saw on the river. I have been seeing advertisements everywhere in Berlin and I thought it was a unique way to advertise on the water. I definitely ordered a drink after seeing that. PROST!

2008-06-19T02:40:00.000-07:00

On our flight to Amsterdam the flight attendant was announcing the scores of the soccer game. People in the plane were clapping and screaming with smiles on their faces. This was only the beginning of what was to come next. We arrived in the airport and there were screams, people were glued to the television in the airport bars. Even the airport security was watching the game in a private room. The energy was welcoming and put us all in a great mood. We went outside and were amazed to see hundreds of people cheering; there was a huge screen in the middle of the square, where we stood for a moment and observed the people and the game.

The public display was really fascinating to watch. I no longer felt like I was in Berlin anymore. It seemed like that moment had been taken out of a movie. It was exciting! It was a great start to our adventures in Amsterdam. I think the location of where the public display was placed was great because it was right outside the airport, where there are always people coming and going. It was easy to see and not a sole could miss it. I thought the placement of the television was great and eye catching. It attracted a lot of people. I really enjoyed it because we walked outside the airport and it was the first thing I noticed.

There was also a Heineken advertisement right next to the television that caught my attention. It was a big bottle of Heineken with five caps around the bottle, so it looked like the bottle was opened and the caps were coming off the bottle. Every cap was lighting up one by one. It looked almost too good to drink, I immediately wanted a Heineken! I think this advertisement was well thought through. I think the placement was great. It had lots of color and effects. It stood out from a lot of the other advertisements.

2008-06-19T02:39:00.000-07:00

iPod Hall of Fame

2008-06-17T12:30:00.000-07:00

iPod Hall of Fame

Each train station in Berlin has its own character and charm. At the highly populated Friedrichstrasse, which is a train station that connects to 6 different lines of the S-Bahn, one of the many stops seemed like a hall of fame to Apple’s iPod. As I walked out of the train and simply stepped onto the platform, I instantly noticed the bright neon colors that surrounded me. Turning my head from side to side in disbelief from the cheerful and cool atmosphere that I was in, I not only saw the different advertisements for iPods but the fluorescent lights that lit up the ceiling of that section of the station. Each sector was glowing with a distinct cheerful shade.

I chose this specific advertisement because I thought it was very unique the way in which Apple selected the place and way of promotion to present their hit product iPod. The fact that a product can make you feel hip, connected to the latest in music, and your own individual person, is amazing and a great accomplishment on Apple’s part. The detail of where Apple placed the ads is also appealing because many users of the Berlin train station use their iPods while waiting for the train or while traveling on it. Placing these ads at the train station is a perfect spot where other Berliners that may not have been given into to the iPod trend, could feel persuaded to purchase the product.

The prominent IMC concept in this case is advertising. Apple filled this section of the Freidrichstrasse station with over 10 different ads showing their representative male or female dancing to the songs on their iPod. Not only did they place many ads to place emphasize on the iPod but also to create a feeling of animation that was accentuated by the different colored lighting.

The other fascinating thing about this advertisement is that it is global. You can place this ad in China, Brasil, New York, Italy, Australia, India or South Africa and it will be interpreted in the same way: iPod is fun, individualistic, fashionable and entertaining.

The three main points of this iPod advertisement in the Friedrichstrasse station are: 1) the location where Apple placed the ads is ideal, since it is exactly where its target audience moves through, 2) the feeling of amusement the ads and atmosphere created in this section of the train station is the essence of what Apple stands for, 3) the global element of these ads is what many brands or products strive for nowadays with the ever growing globalization.

Advertising On St. Hedwigs Cathedral

2008-06-17T12:20:00.000-07:00

2006

2008

Description of the Advertisment.

While touring of the some key tourist sites in Berlin I came across several huge billboard ads for HP. One of the most interesting to me was one on st hedwigs cathedral, which is undergoing renovation

Why I chose It

I chose this ad because I thought that its placement on a church was very interesting. There were two huge billboard ads across from one another. These were in was a key location right next to the book burning memorial, on Inter Den Linden. I thought that it was unusual for there to be an advertisment on a church, which is regarded as a sacred place. The cathedral is the most significant Roman Catholic ecclastical building in Berlin. I also wondered if it's placement might be offensive to religious people.

Applying IMC concepts

I thought that this advertisment was interesting not only because of its placement on a catherdal but they fact that their were two massive billboard ads within feet of each other. These ads were in English so it thought that they were trying to target English speaking tourists, who would visit there key locations in Berlin (I also saw a huge billboard for HP at Checkpoint Charlie) Then I wondered why people would be interested in HP products while on vacation. If they are trying to target German people then what is the significance of having the ad in English?

Cross Cultural Anaylsis

I wonder if Berlin is more liberal than the US with regards to religion, I think that this may have caused people to object in the US if such a big advertisment was placed on a catherdal that is so rich in history and an important place for Roman Catholic worship.

Key Points

Advertising on a cathedral, which is a important and sacred place for many people.

The size of the advertisements

The placement in key tourist locations and advertisments in English

By Camille Backer

Prague's emptiness

2008-06-17T11:16:00.000-07:00

Description of the ad
This image shows the city of Prague.

Why I selected it
What is unusual is that you cannot see any ads in it. In fact, you won’t be able to see any billboard or advertising while you walk the streets of Prague, at least in the tourist areas.

Applying IMC concepts
The ban began December 15, 2005. The new city law bans leaflets, flyers and other kinds of non-fixed advertising largely around the city: "Street vendors with leaflets were quite disturbing to tourists, so we decided to push them away from streets in order to make the town more enjoyable for visitors," Deputy Mayor Rudolf BlaÅ3⁄4ek said. We know for a fact that advertising is key for selling products, services and ideas but it seems that for a tourist destination like Prague, is not that important: the focus is the city itself. But then, how can you reach Prague residents? Or they are not important? It is very interesting how they are managing the ads situation. The only ads that I was able to found were in the subway. The ads appealed to a sense of belonging to groups, like Czech advertising is perceived. Also, the ads were simple and direct message, some with a touch of humor.

Cross cultural analysis: how is it different or similar than it would be in the U.S.? In Miami?
In the US every street, every highway and every city is surrounded by advertisements: especially in Miami we have billboards all over the city, flyers, BTL, etc. For my perception Miami doesn’t believe in what the city of Prague is thinking.
Key points

Prague is a tourist destination.

A new law prohibits leaflets, flyers and other kinds of non-fixed advertising largely around the city since 2005

Alejandra Troconis D.

Munich Celebrates Its 850th Anniversary

2008-06-17T02:30:00.000-07:00

This past weekend as part of a series of weekend excursions outside of Berlin, my roommates and I decided to visit Munich for a day. Bavaria often cultivates images of lederhosen, assorted hats with feathers and pins as well as women in tradition Bavarian clothing. Considering that Munich is a modern city, we assumed that if we did encounter anyone wearing traditional clothing it would be few and far between.

When we arrived, we made our way directly to the town square, where the famous glockenspiel resides. On the way to that area, we were surprised that our assumptions about how the locals were wrong. An abnormally large amount of people were wearing Bavarian clothing. As the day progressed, we saw locals setting up for an event and didn’t know what it was.

After speaking with the locals, they told us that Munich was celebrating its 850th anniversary and that the day would be filled with a wide range of festivities. Along the way we met people from various countries who expressed their opinions about Bavarian culture. Although not always positive, their opinions were an interesting representation of how the views one has on other cultures are often shaped by the environment one was raised in.

This trip was serendipity at its best. We were able to watch Bavarian folk dancing, live music and eat food native to the area while celebrating with locals a once in a lifetime event.

Progressive or Taboo?

2008-06-16T17:21:00.000-07:00

This poster is meant to turn heads...and it's very effective. We have been seeing a lot of "racy" ads and I am beginning to wonder if it is truly eye-catching. Americans might see this promo as raunchy and scandalous but Germans probably see it as just another ad. It is the equivalent of some of my cousins who live in Canada going crazy when they see what the girls wear in Miami- they literally have their tongues wagging and can't believe that it doesn't effect me or how I don't do a double take. Miami is a lot hotter and more humid than Toronto and we wear less clothing. It seems Berlin is just a lot more progressive than the states when it comes to advertisements. The Spice Girls never flashed themselves during halftime of the World Cup in Germany so their is no big FCC regulations that have to be enforced like when we had the Janet Jackson Super Bowl fiasco. There was a point where American advertisements were pushing the envelope but ever since that halftime show and the combination of 9/11 things have scaled back. I noticed how "American" I looked when people were giving me strange looks when I was taking the picture of this poster and realized it was the same look I gave my cousins when they see a girl wearing a short skirt...the "that's nothing" look.

There is definitely a contrast of stereotype styles in this promo poster. We envision construction workers as rough, dirty, and macho man- not feminine and looking extremely posh and dainty.
This clash of styles is what gives this poster its eye-grabbing appeal.

The German translation is he met the Dietrich- Marlene Dietrich is a famous German actress who obviously is very influential. This construction worker was so inspired by the meeting he decided to emulate her style.

Summary-Key Points

IMC concepts- Assumed Stereotype, Contrast of style- rough, feminine
Cross-Cultural Analysis- Germany more progressive and less censored

-Chris Fong

Ebay Ad in Potsdamer Platz

2008-06-15T14:26:00.001-07:00

Potsdamer Platz is equivalent to New York’s Times Square. They have loud advertisements, big billboards with brilliant colors, and spectacular lighting. I chose the eBay ad that’s right across the U-Bahn station. The ad takes up the whole wall of a bank building; it’s very big. Picture an ad on Times Square for Calving Klein, it usually takes up a whole block! The ad is in German and it reads, “Berlin, Berlin, wir jubeln in Berlin!” The ad means, “Berlin, Berlin, we’re jubilant in Berlin!” There are many people with smiling faces and their hands up in the air with joy. Protruding from the top of the ad, there are two huge fists with torn paper at the bottom. It looks like the hands are ripping through the billboard with excitement. Looking at the ad just makes you feel happy. I was emotionally connected towards it. It made me feel good. Obviously, they are excited for eBay and how useful it has been for them.

It is located in the heart of Potsdmer Platz where a lot of tourist and locals hang out. It was the only ad I saw like this, but I feel they positioned it in a great area. They used their knowledge of the area to place the ad where most people would run across it. It promotes eBay as being a great medium to sell and buy products. You can’t miss the ad no matter where you are in Potsdamer. There are always people around that area. The law of average claims that at least half of the people who see it, will use it. It looks like a very expensive ad simply because of the location it’s in, and the space it covers. I liked the ad because it was very creative and different. It stands out, and gets you to “feel” the message.

Marlboro Column Ad

2008-06-15T11:36:00.000-07:00

Wollankstrasse (Wollank Street) is the main road we take to get back to our hostel. I come across different advertisements daily on the way home. I chose the Marlboro Ad on one of the columns two blocks from my favorite restaurant, Adria. The ad is wrapped around a huge column, top to bottom. It’s red with the famous Marlboro Man on his horse in black, and green hills below him. The brand’s name, “Marlboro”, is in white so it stands out from the rest of the ad. I think it’s a very clever idea to have this huge ad wrapped around this column. We don’t have these sort of advertisements in the U.S, so it stood out. I feel some positive attributes the ad has is the fact that it’s creative, different, and will catch anyone’s attention. People will stop and walk around the ad to see the whole thing. Once you have their attention and they are focused on the ad, it’s easy for them to remember the brand and consider it as a choice when it’s time to get a new pack. As far as the negatives, I feel that maybe some people may get too lazy to walk around the column just to see what it says. They may loose interest in the ad because it takes more effort to read it. Either way, I found it to be quite peculiar and creative.

I have seen many advertisements wrapped around columns in Berlin. Apparently, it is a very successful way of advertising. Most of the column ads are placed on streets with heavy traffic. They are usually placed on the corner of these busy roads, so when people are walking down the street, it’s the first ting they see. So far on y trip, I’ve seen approx. 15 column ads, which is very rare in the States. It looks like it may be more expensive to place ads on columns simply because it’s not your normal paper ad on the wall. It has to be a certain material so it can be glued on permanently (until the space is bought out by another brand). Regardless, these ads will make people stop and look, even if for a second, and that’s what I find clever

2008-06-15T11:28:00.000-07:00

German tradition: the importance of a cone…

2008-06-13T12:56:00.000-07:00

While browsing through the Alexa Shopping Mall in Alexanderplatz last week, I was intrigued by a stand filled with cones of different patterns and sizes inside a paper supply store - McPaper.

At first I thought they might hold fresh flowers, like a vase, or perhaps they were used as hats for kids. All the cones featured different colors and cartoon characters and were distinctively separated by boy and girl themes. I examined them closely and found a net inside each one. At that point, I was completely clueless about their purpose.

Stepping out of the store, I asked Carola, a German student at IMK that came with us to the mall, about these peculiar cones. With a grin, she remembered the day she got her schultüte and told me her story.

I learned that when children in Germany go to their first day of school, in their first grade, their parents or grandparents give them a big colorful cardboard cone called a schultüte or a school cone, filled with goodies inside. This gift is part of a centuries-old tradition celebrating the new journey these children are embarking towards higher education.

Since all these cones vary in shape and themes, they are very personalized with the child’s style, their preferences and needs. Small toys, chocolates and candies are often the preferred fillers, although school supplies such as colorful pencils, small notebooks, ink pens and even CDs can often also be found in most schultütes these days.

Even IMK students, as mentioned by Mr. Norbert Eckes, IMK Director, all receive a special treat on their first day of class, their own especially designed schultüte, to celebrate their pursuit of a new educational milestone in this prestigious marketing and communication institute.

As a very unique German tradition, the “first day of school” ceremony serves as a reminder of little differences that individual cultures often take for granted; yet, as an outsider, one can easily appreciate the fascinating differences and the social values of education, perseverance and commitment, transmitted by these traditions.

By: Maria Alexandra Sanchez

2008-06-11T15:49:00.000-07:00

The Product
The product being advertised is Lucky Strike cigarettes. I found this ad on a train platform in Berlin.

Why This Product
I noticed this advertisement because cigarettes are simply not advertised in the United States, and have not been for several years. In Europe not only is this controversial product marketed openly, but in a very sleek and sexy style. The motto below reads, “Lucky Strike. Like nothing else.” The ad portrays a pack of cigarettes from different angles, and refers to its brand as “Lucky’s best Topmodel”. My interpretation is the ad is making a reference to a popular TV show in Europe, Germany’s Next Top Model. The cigarettes are shown as “models”, with their measurements and description of status given. The product is displayed as stylish and attractive, despite the fact that the packaging displays a large label with the warning, “Smoking can be deadly.”

Analysis
I found this ad interesting because everything from the actual product being sold, to the style and layout, to the content and slogans of the ad are unlike anything I have ever seen in the United States. Tobacco products are simply not advertised to the general public, much less in a train station where thousands of people pass by the billboard daily. As for the noticeable disclaimer on the box, it is a legal requirement (within Europe at least) to place those warnings on tobacco products as a means of informing the general public of the harms of cigarettes each time they light up, but I found it interesting the company chose to leave the disclaimer on the packaging for the ad. Maybe the disclaimer is also required for advertisements, but it seems counterproductive when half the billboard is spent selling the product, while another large piece of the space is advising you against it.
I found the reference to Germany’s Next Top Model very interesting because typically so-called “sin stocks” like tobacco, alcohol, and gambling are to a certain extent regarded as advertising taboos. No celebrity, company, or entity will directly endorse these sorts of products because they are seen as vices – at least in the United States. I found it very strange, then, that such a popular, mainstream TV show would be associated with a product – that even within smoke-infested Europe – is constantly getting negative publicity.

Orli Perez

Recycling a lifestyle!!!

2008-06-11T14:03:00.000-07:00

How many of us had to carry grocery in hands because we didn’t know that grocery stores in Germany don’t give any plastic bag. This fight against waste of plastic is spreading to the rest of Europe but has not reached the United States yet.
Another thing about grocery stores here is that they give money in exchange of used plastic bottles; indeed if you bring back your old plastic bottles you get rewarded with some money. Maria-Fernanda and Natalia have experienced it and they got 5 euros for two bags of bottles… good deal right?

Germany is very concerned about the protection of the environment. Everything is recycled and the public is urged to recycle. All over the city of Berlin, especially in the subway stations we can see dust bins with different colors. Each color corresponds to one type of product:
Blue is for paper of any kind (newspaper, magazines, packaging made of paper, etc…).

Yellow is for packaging, cans and aluminum

Red is for waste

Green is for glass (there are also special bins for the different types of glass: transparent, green and brown)
German companies are also active in the protection of the environment. For example Mercedes-Benz doesn’t uses regular air conditioning system to cool down its show room in Berlin but an ecological system with water that not only refreshes but also keeps it clean.
Coming in a country where recycling takes an important part in the life when the home country hasn’t even ratified the Protocol of Kyoto could have been difficult but it seems that everybody is enjoying it and respecting the values of Germany.

Anjam

Who wears shorts, short!!!!!

2008-06-11T10:45:00.001-07:00

While I was walking through the train terminal in Rome, I noticed a very large ad placed behind a glass window in one of the center stores. It was an ad for a company that sold men’s bathing suits. At first glance, it looks just like a regular ad for men’s bathing suits. The typical ad where you would see a couple of very attractive, well fit men running, posing or playing on the sand and in the water, but this one was quiet different. The ad actually is mimicking one of the most important days in World War 2 history, D Day, which is the invasion of Normandy Beach.

There is a famous picture of this invasion that was taken on one of the military boats, which transferred the soldiers to the beach, and is showing the soldiers running from the boat onto the beach.

In the ad, there are two guys wearing swimsuits with plastic, colored toy guns and walkie-talkies, which look like the ones used in World War 2. They are screaming to other men that are also wearing swimsuits, holding toy guns and those men are running onto the beach. It’s a beautiful sunny beach day in this ad and there are water balloons hitting the boat as if someone on the beach is attacking them. On the top of the ad, is the name of the swimsuit company and their slogan is “ Making beach history since 1959”.

I love this ad because it’s very creative but this ad would definitely not work in the U.S. It would be considered offensive and disrespectful to the men that have sacrificed their life on that day and in the War. The ad looks like if these men are playing a war game on the beach and its fun and colorful; everything this battle wasn’t.

I think it works in Europe because it was American soldiers that invaded the beach so if Europeans saw the ad, they wouldn’t think of it as being offensive or disrespectful

It would cause controversy, which would bring attention to the company. I thought it was very creative and the ad is very affective. It definitely is targeting young fit men because of the men in the ad. I think this is a great ad. It caught my attention.

Mercedes Benz Flagship

2008-06-11T08:19:00.000-07:00

Today we visited the most amazing car dealership that I have ever seen. There were several levels filled with cars starting from the cheapest to the most expensive at the top level. There were activities for customers; including rock climbing, a cafe, television sets and a children's play area. There must have been hundreds of cars, including even one hanging from the ceiling. I have never seen anything like it.

This visit was interesting to me because it seems that this dealerships main purpose is not to sell cars but rather to create an experience. And with creating this experience, they sell the most cars. I work at a similar high-end dealership and thought that many of their techniques would be a great fit at The Collection.

This store was an excellent example of what Mercedes Benz stands for and what they look for in a customer. The brand Mercedes is depicted in the employees, the events, the layout of the building, the clips shown on the screens, the music playing, the large waterfall and the overall experience. It is very obvious that this flagship is very careful in all decisions made in order to keep the continuity of the brand.

High-end car dealerships in Miami are not as serious as the one we visited today. For example where I work we have fun, upbeat music playing, the cars are placed in odd formats and the employees act more casually. I believe this is because Miami is a "play" town, meaning that the people with money are overall less serious. They have a vacation home in Miami or live there and like to go to the beach. The casual customer begs a casual environment.

The flagship visit was very impressive. Every detail was executed in order to create a particular ambiance. The Mercedes Benz brand was prominent throughout the building. It is different than dealerships in Miami because the target market is so different.

MetaDesign Branding Agency Visit

2008-06-10T17:05:00.000-07:00

MetaDesign is a branding agency ranked amongst the highest in Europe for more than ten years. Today (Tuesday June 10, 2008) we were able to visit the agency for an inside look on how they work. It was founded on January 1, 1990, by Uli Mayer-Johanssen and two partners. One of their first jobs in 1990 was when the Berlin Wall fell, the public transit authorities in East and West Berlin merged and hired MetaDesign to develop the new corporate design for it.

MetaDesign’s philosophy is “Simplicity and clarity are our guiding principles. We are not afraid of chaos because we always keep an eye on the big picture. We revel in complexity because we are obsessed with detail. We love aesthetic solutions because we are designers through and through.”

The agency is hired to manage and design identity processes for brands. They strive to create emotions associated with brands and create brand experiences. The agency works on two platforms, meta platform and meta brand process. Since MetaDesign develops and builds brand identities, this platform makes sure that these unique identities are applied to the brand with the highest level of brand management relevance. The meta brand process, which is broken up into five different categories allows the agency to satisfy their clients. Time and time again MetaDesign’s unique platforms have proven that their methods guarantee optimal results. Some of MetaDesign’s clients include Volkswagens, Lamborghini, Audi, Ebay, Nike, Siemens, and Lufthansa to name a few. Today we were shown how MetaDesign came up with the Motif for the Lufthansa commercial. We also heard how MetaDesign was hired by Audi to redo their closing sound in their commercials from a harsh not appealing sound to a very soothing sound. The only challenge was that Audi didn’t want the sound changed, but just redone to sound nicer. In my opinion MetaDesign did a great job doing it, it still was the same out as before, but with soothing sounds of a bass and violin.

Before visiting MetaDesign, I didn’t know that there were agencies specifically dedicated to the design of sounds for identity of brands. The sound of a brand can be extremely important in the recognition of the brand. For example, the T-Mobile jingle can be played in many places without a picture and most people will identify that it is T-Mobile. MetaDesign was nice enough to open their doors to us and I believe that we all walked out of their office with a lot of knowledge of what a sound can do for a brand.

Cologne Cathedral

2008-06-10T16:26:00.000-07:00

Construction began on the Colonge Cathedral in the year 1248 and was completed in 1880. It's one of the many places I visited this weekend and it also left a lasting impression on me. The Cologne Cathedral is the third largest gothic cathedral in the world. Walking inside and looking up and the vast space and arching columns makes you feel pretty insignificant. The cathedral is said to have the bones of the three wise men (the three magi) in the church. We decided to do the walk up to the top of the tower. It was NOT easy, especially for someone like me who gets freaked out by heights. It was 509 steps, most of which were on a narrow spiral staircase that had traffic going up and down the tower. We reached an open area where the final ascent was on a flimsy metal staircase where I almost had a panic attack because of the altitude. Once you reach the top, the view of the city is phenomenal. Not only are you looking out to this modern metropolis that is dotted with other old churches, but you are looking at it against an architectural marvel of a building.

Outdoor advertising: Coca-Cola & Hewlett-Packard

2008-06-10T11:50:00.000-07:00

Description:
I found Coca-cola and Hewlett-Packard ads really interesting, as non-traditional advertising. As you can see in these images, this type of outdoor advertising is very popular and at the same time it is really powerful in Berlin, Germany. In the first image it is an ad on a Taxi promoting a HP Pavilion Notebook, in which the main text translates “your password its now uniquely” and in the left corner it is the brand of the product. Then, the right corner of the ad has Hewlett-Packard’s web address and an English text that says, “the computer is personal again.” It is amazing to see how they combined the two languages in the same ad to attract both German and foreign potential customers. The finger print is representing the identity and the unique aspect of the product. On the other hand we have the car that displays in its entirety a Coca-Cola ad. It was strategically located in a street surrounded by restaurants and bars, which I think it was well thought since everyone who is eating wants to drink something, and the first thing they see is this car with a Coca Cola advertising. This is a strategy to increase the amount of consumers. In the back of the car a juice brand “FruitOpia” that belongs to the Coca- Cola Company is promoted. The text used in this ad translates “now vitamins refuel;” a clever sentence when placed in a car promoting a drink. This is a call for action message to buy Coca-Cola or its juice brand.

Why I selected it:
Outdoor advertising, especially on taxis, is an excellent advertising medium in order to reach a global audience and a specific target, depending on where the car is circulating or stopped in a strategic location. These two cars caught my attention, first of all because it is unusual to see this type of advertising on an upscale car such as Mercedes, and secondly because it was a taxi. In the USA they do not even use Mercedes cars as taxis. The fact that this car is a luxurious car with an ad displayed outside makes it even more interesting and attractive to the viewers. I also selected this type of advertising because it is a powerful medium to target audiences while they move around the city and if you are trying to promote a product it would be a wide coverage giving to the product an extensive promotion.

IMC Concepts:
IMC concepts are all about the integration of the marketing and communication ideas in order to better reach the target audience. During this whole process, the application of certain concepts, such as planning, development, execution and evaluation, is a must. On these outdoors ads, it is obvious that the planning, development and execution concepts where well planed and excellently applied. The evaluation is a process that has to do with how the target audience reacted to the advertising campaign. This process involved some marketing studies that the company develops to see the positive or negative results of the campaign. Outdoor advertising are ads seen by everyone, they try to capture consumers’ attention, and improve their consumption.

Cross Cultural analysis:
Even though this type of advertising is also used in USA, there are cultural differences. The main cultural difference with these ads is that an upscale car, Mercedes, is used to promote a mass consumption product. In the USA Mercedes is considered as a luxurious car and it would never be used to promote any kind of product. As far as the Coca-cola ad is concerned, the car that the beverage company uses is an Opel, it matches completely with the type of product. But we couldn’t see that ad with that car in the USA because this brand is not sold there.
Today, outdoor advertising is designed to reach consumers who are mobile. In short, these products are visible at all hours, with particular strength during rush hour which is a phenomenon that every country suffers, with no exception.

Three key points:
1. Using outdoor advertising to reach different target audiences taking into consideration the transit areas of the city.
2. Using an upscale car brand, Mercedes, to promote massive product consumption.
3. The use of public transportation as a potential medium of communication in order to attract a wide target audience.

Batten Barton Durstine and Osborn (BBDO)

2008-06-10T02:44:00.000-07:00

Batten Barton Durstine and Osborn (BBDO) is Germany’s leading advertising agency for the last 16 years. On Wednesday, June 4, 2008 we were able to visit the agency at their Berlin office. In 1891, George Batten (the first “B”) founded one of the first ad agencies in the world in New York. In 1919 the other partners, Barton, Durstine, and Osborn joined in and in 1928 they merged to form BBDO. BBDO is a worldwide advertising agency. They are the fourth largest in the world, with 287 offices in 79 countries. The office in Berlin has five branches: BBDO Berlin, BBDO Düsseldorf, BBDO Stuttgart, BBDO consulting, and BBDO sales.

Visiting the agency gave us an inside look as to how advertising works in Germany. Although their strategies and tactics are similar to those used in the United States, they also have many interesting ways in coming up with unique ideas. One thing that all ad agencies around the world have in common is the fact that they “brainstorm” before any project and that is thanks to BBDO. BBDO is accredited with inventing brainstorming in the 1940’s. Some of BBDO’s clients include Braun, Hewlett Packard, Daimler, T Mobile Deutsche, Pepsi, Gillette, and Pizza Hut. Due to their quality of work, BBDO is able to provide their clients with top notch work. They have clients that have been loyal to them for the last 79 years; Pepsi has been loyal to them for the last 45 years in 68 different countries. The BBDO agencies have the most creative network today with the highest number of awards worldwide.

Although our visit was limited to a conference room, I was able to walk away with a lot of information about the agency and advertising in general. BBDO stands up for the highest quality of unique work. One way they achieve this is by not allowing anyone to enter their workroom. BBDO’s workroom is a private place only to be entered by people that work there. In the United States visiting an agency’s workroom would probably be considered public relations for the agency, but at BBDO this considered as an invasion of privacy or as a way for competitors to breach their work strategies.

Daimler Presentation by: Dan Driebel

2008-06-10T01:44:00.000-07:00

Dr. Frank Ruff – Daimler Presentation

On Tuesday, June 3, 2008, Dr. Frank Ruff with Daimler gave a presentation at the IMK to talk about marketing and lifestyles among various groups. Dr. Frank Ruff works for the Society and Technology Research Group (STRG) where his mission is to link with Daimler and its markets with the “big picture.” “STRG provides and “outside-in” research and tailor-made services to support Daimler’s management with its strategic, market, and product planning.”
Dr. Ruff spoke about various points, starting with aging societies in the international scope. He asked us to compare and contrast photos of German elders compared to those from the US, and pointed out differences between cultures such as the fact that many elderly German woman don’t hold a drivers license, compared to the elderly in the US. Dr. Ruff pointed out various differences for reasons why the differences exist, such as the public transportation system in Germany, and the lack there of in many US cities. He also showed us a map of the world population, and the geographically located elderly compared to countries where the elderly are over 65. He gave us a helpful website to use for future assignments or personal use called www.worldmapper.com to help with various world mapping subjects.
One interesting aspect that stuck out in his presentation was the fact that in Germany, they not only have the baby-boomer generation, generation-X, and the millennium generation, but they also include a swing generation, which deals with a generation during the time of Hitler. Something interesting when dealing with various market groups because this extra generation isn’t something the typical American would know too much about.
Dr. Ruff also touched on subjects and various differences between Germany and the US in subjects such as Demography and lifestyles, aging: weaknesses and strengths, aging societies and how to market to them, and we also had a question and answers discussion at the end of the presentation. Although at times the presentation was a little dry, Dr. Ruff provided an immense amount of information regarding Germany, its cultures, its people, and reasons for the geographical and demographical circumstances in the country and its people.

Fruits/Vegetables and Condoms to Sell Safe Sex

2008-06-09T17:01:00.000-07:00

Description
Flavored condoms? Fruity Condoms? Nope! This ad is part of a safe sex campaign launched in Germany by a federal health agency to commemorate their 15th year anniversary. Their purpose is to provoke thoughts of safer sex by using fruits, vegetables, condoms and a play of words. In order to appeal to their target audience (probably males and females 16-35) they make the condoms look sexy. This specific ad is like a personal ad that would be placed in a newspaper. The ad translates into this:
· Headline: Fuity, firm, wild is looking for…
· Left bottom corner: Don’t give HIV-AIDS a chance
· Right corner: Do it with (they mean do it with a condom)
· Body: In general it calls to action for couples to be able to talk maturely about using condoms, and also about getting tested for HIV-AIDS.

I’m not sure how many components this campaign has; however, the ads are very common in the metro stations, and they also have an online platform.

Why I selected it
I was shocked the first time I saw the ad, since I would never encounter an ad such as this one in the U.S., or at least not in the media I consume. Since the writing is in German, it was interesting to see the speculations about the ad from other FIU students who only constructed a meaning by the image alone. For the most part the FIU students I asked thought it was an ad for flavored condoms. After I learned the meaning of the ad’s headline and the rest of the writing, I thought their idea was extremely clever and worth showing to other students.

IMC Concepts
It is interesting to analyze the ad’s target audience, its call to action and placement. I’m almost certain that the target audience are males and females about 16-35. They are involved in a serious relationship or involved with a partner. The call to action from the ad is for those people to get tested for HIV-AIDS and to start using condoms. It also plants the idea in couples to be mature enough to be able to discuss safe sex. Additionally, the ad has a website at the bottom which people can go to and find out about safe sex, and the campaign from the health agency.

Cross Cultural Analysis
Discussing safe sex options to the public is not an easy task, especially when you are trying to promote it. I think that in order to promote it in the U.S. the ad would have displayed another image (not a condom); however, the provoking language may have been the same. European ads are more open than in the U.S., for that reason I believe that it is not shocking for people to see an outdoor campaign that displays a condom wrapped around a fruit.

Key Points
1. Creative ideas: Using fruits and vegetables to convey the idea of safe sex and being consistent throughout all media platforms.
2. Barely any censorship on European creative concepts.
3. European ads are less conservative than U.S. ads.

HYUNDAI'S EURO FEST IN PRAGUE

2008-06-09T14:17:00.000-07:00

Hyundai Euro Fest Praha 2008

During a short weekend visit to the beautiful and mysterious Prague, also known as “the Golden City”, I encountered a mixture of Gothic, Renaissance, Baroque, and of all things…soccer, or football as this sport it is mostly known in Europe. As I entered the Old Town Square, which is the home of the magnificent Church of Our Lady of Tyn, Prague’s Old Town Hall and an imposing monument of Jan Hus, a protestant reformer who was burnt for his reformist ideas, I came across a large gathering of locals wearing their national football shirts, faces painted with Czech flags, cheering on two large screens which were showing their team in the first game of the Euro Fest. This public viewing of the favorite national sport was made possible by Hyundai, the official sponsor of the Euro Fest. As seen in the picture included, one can perceive the large screens with the words HYUNDAI EUROFEST PRAHA 2008 on them, along with a Hyundai car demonstration, and a marketing booth for those that may want to inquire more about specific car models.
I chose this picture and subject to write about because as soon as I walked into the Old Town Square and saw the Hyundai car, promotion signs and marketing booth, I thought to myself “this is the pure genius of Hyundai”. What better way to infiltrate the European market then to reach customers through their emotions for football?
Integrated Marketing Communications is about genuinely getting to know your customer and what media you’ll need in order to reach them with your message. I believe Hyundai did just that…they got to know their target customer, found out that the majority of them are devout football fans and is attempting to communicate the message that Hyundai is a supporter of European culture, that it is a hip, fun and sporty car that should be driven by Europeans.
A similar strategy could be just as successful in the U.S., specifically in Miami. If Hyundai were to launch an American “Euro Fest” sponsorship, the ideal promotion would be a Hyundai NFL Tailgate Event throughout the country, focusing on large cities and in areas of high pedestrian traffic. I believe the enthusiasm for Hyundai products and the exposure brought about by such events would be positive in both the U.S. and Europe.
In conclusion, the three main takeaways from this demonstration of promotion are the 1) understanding of your target customer base, 2) knowing how to reach them so that they comprehend the message you are trying to communicate, and 3) communicating with your customer in a fun, exciting, different and successful way.

Understanding Different Marketing Approaches

2008-06-09T13:01:00.000-07:00

Using Different Marketing Channels

It's amazing how practices among different cultures can be so...well, different! I had the opportunity to indulge in some Turkish cuisines at one of Berlin's train stations, and I saw something that (in my opinion) would be very unlikely to exist in the United States. The restaurant advertised its cuisines on one of the trash cans. Now, the association of food with trash cans typically does not sit well with many Americans for the simply fact that many people will find it unappealing. Moreover, many people will assume that the food is not of good quality. Yet, this form of advertisement seems to be a perfectly acceptable in Germany because I found additional advertisement like this one at other restaurants.

I chose this advertisement because it is a method I have never seen before, and I thought it was important to illustrate different marketing approaches among different cultures.

Applying IMC concepts
Let's face...when advertising any sort of food in the United States, marketers will typically use channels such as billboards, television, Internet, or the radio; but usually not on the face of a trash can.

Cross cultural analysis
German restaurants will use all channels to advertise their products and services. What may seem unconventional in America is typical in Germany.

Three (3) key points
1. Customs differ among different cultures.
2. Germany and the United States differ in some of their marketing approach.
3. The end result is always the same among different cultures...that's to make a profit.

'Sex and The City'... Berlin style

2008-06-09T10:25:00.000-07:00

Who has not heard at least once about the hit HBO TV series ‘Sex and The City.’ Well other than residents of the US, over here in Europe it has also become one of the most talked about shows and a ‘pop culture’ phenomenon.

When we arrived in Berlin, our German friends from the IMK took us out one night to one of the most hip and chic clubs in the city called Felix. To my surprise right as we stepped in the club’s entrance there was a table and banners set up and a few girls giving us a little card to fill out. When I was writing in the information I realized that it was a contest to win MANOLO BLAHNIKS!!! This is the now SUPER HOT AND FAMOUS brand of shoes that the star of the show Carrie Bradshaw made popular because of wearing them in the series. I instantly thought: “Wow! What a great promotions tactic!”

A few days later walking around the city I noticed a column on a sidewalk with a huge promotional banner announcing the event that I went to at club Felix. Right beside it there was a man in a bicycle taxi and since I do not understand German I asked him of he could translate what the banner said in English. As we engaged in a quick conversation, the man expressed his opinion about ‘Sex and The City’ taking over Berlin. He thought that there was too much ‘hype’ and ‘buzz’ made about the premier of the movie, and that Berlin was trying too hard to seem as a ‘high fashion’ city like New York. The man also told me that there was even a show created trying to imitate the original series but that it was nothing like it. I found this man’s opinion very interesting.

A few hours later walking down a street with many stores I spotted yet another strategy of the ‘Sex and The City’ campaign. The store Peek & Cloppenburg had its entire window display theme about the premier of the movie. It had four mannequins dressed up in super chic ensembles representing the four ladies of the show. The background had the ‘Sex and The City’ recognizable font in huge pink sparkling letters. Finally I got to see the movie in Prague, and there were also promotional banners around the city announcing the movie in theaters.

To me this whole ‘Sex and The City’ campaign is yet another way in which it is clearly seen how people from other cultures, in this case Europeans, are affected by what is done, what is happening and what is the latest “big thing” in the United States. Imitating the Americans becomes a more and more popular trend as time goes by. Music, movies, TV shows, food, and many other aspects of the American culture are copied by other cultures around the world.

I was not able to see what other events or strategies were executed prior to the movie premier, but the different advertising and promotional strategies that I saw are possibly part of a good campaign. I really liked the Manolo Blahniks event, the Peek & Cloppenburg window display and the bicycle taxi driver’s opinion on this whole ‘Sex and The City’ excitement.

Subway Communication

2008-06-07T10:00:00.000-07:00

Description
While on the way to a museum after class today, I came across this interesting tool being used in at Friedrichestr station to communicate with travelers. On the underground train platforms I saw several TV screens on the walls. These TV screens featured different advertisements as well as news content.

Why I Selected This
I selected this because I believe it is a new and interesting positioning of a communication tool. It is something that grabbed my attention as soon as I got off the train. The position of the flat screen TV which was on the wall alongside the train line caught my attention as I did not expect to see this type of communication underground in the subway.

Applying IMC Concepts
I believe that this is interesting from an IMC perspective because it is yet another modern way that technological improvements have given advertising and PR professionals to connect with an audience. I have never seen this kind of communication on an underground train platform. I believe it is a perfect place to make messages connect with people, they are there waiting for their trains and have nothing to do, so will be likely to pay attention to what is being shown on the screens. I thought it was interesting that not only was the screen being used for a wide variety of advertising (from an advert for Life and Style magazine to an advert for Tibet), but that it was also used to display international news content (as you can see from in the video below)

Cross Cultural Analysis.
I have used the subway in London, Chicago and New York and I have never seen televisions on the subway platforms. I do not know if this technology is being used in the US in metropolitan areas but I do not believe it is because I would think that New York would be the first place in the US to make use of the technology and this new positioning and up to a few months ago it was not being used there to my knowledge.
I believe that it is interesting that because Europe is much more centralized than the US with more metropolitan areas that have this type of public transport. Communications professionals here have more opportunities to connect with the public while they are travelling than their counterparts in the US. In the US many areas do not have a good public transport system with subways etc so people drive their cars. This means that opportunities to connect with a captive travelling audience are much fewer.

Key Points

1. Interesting positioning of a video screen to communicate with travelers
2. Used to communicate a range of messages- varied adverts as well as news content
3. Enhanced ability in Europe to communicate with users of public transport, these methods cannot be used in much of the US.

By Camille Backer 6/7/08

Schulteiss Brewery

2008-06-06T10:45:00.000-07:00

This week we visited one the largest breweries in Germany, “Schultheiss”. During the tour, we learned all the processes involved in creating the Berlines Pilsner beers- everything from growing the individual ingredients, to fermentation, to bottling and packaging. We were taken to the different parts of the brewery, and were able to see the machines that make all processes possible.
First, we saw the machines that fermented the starch. They have very high temperatures ranging from 80 to 100 degrees Celsius. Then, we were taken to the oxidation room in which the beer goes from being cloudy and translucent and acquires the orange-yellow color that is associated with beer.
After we learned how the beer is created, we went to the bottling room. In there we were explained that most of the beer bottles are recycled to reduce waste. All the bottles go through a special pressure cleaning process and then, they are sent through a special light that detects any cracks or other imperfections on the glass bottles. The bottles as re-used as many times as possible up sometimes up to 40 times. Some of the Schulteiss beer uses brown bottles instead of green because brown bottles absorb more light.
After the tour, we had the opportunity to taste all the different categories of beer that Schultheiss offers.

The Power of Linguistics

2008-06-05T14:52:00.000-07:00

Die ILA - The ILA

Throughout the week, I had the opportunity to visit many places in Berlin. In terms of advertisements, I have seen window displays about Sex and the City; billboards displaying the iconic golden arches of McDonald's; and television advertisements on the subway trains about just about everything my mind could wonder about. One advertisement that did grasp my attention was from ILA airlines. The advertisement has a huge picture of an airplane's engine (assuming its ILA's) with many people laughing and rejoicing in excitement under the engine.

Reason I selected this advertisement

The reason I selected this advertisement is because of its message. When I viewed the advertisement for the first time, the word die next to the engine of an airplane caught my attention. It should be noted that the word die means the in German. Yet from an English language point-of-view, the word positioned next to graphics promoting flying is quite concerning.

Applying IMC concepts

One lecture that I found quite interesting was about linguistics playing a major role in the way people interpret messages. One example shared in class was about the car NOVA. When attempting to promote the car to the Latin community, it was very unsuccessful because NOVA translated into Spanish means DOES NOT GO. Of course, my situation with ILA's advertisement is different because the advertisement was selected for the German community and not English-speaking individuals. Nevertheless, I believe the same principles apply for the simple fact that linguistics play a role in interpreting messages. I am not sure what the message meant in German, but I do know that the word die is not encouraging to me when it is related to transportation of any sorts.

Cross cultural analysis

In terms of the advertisement, I believe that promoting an airline company is quite different in the United States. First, it is rare to see a billboard advertisement about any airline company. Moreover, it is not typical to see people rejoicing from excitement about flying in American advertisments. In my opinion, airline companies typically advertise their services with simple graphics (the logo, for example) and rely heavily on text and promotional prices when advertising to the American market.

Three (3) key points

1. Linguistics plays a major role in the way people interpret messages/advertisements.
2. When translating messages, be careful not to offend people of other languages.
3. Products and services may be advertised differently depending on the market (for example, ILA's airline advertisement versus the typical airline advertisement in the United States).

Sidonia Swan
5 June 2008

Visit of AXEL SPRINGER

2008-06-05T14:28:00.000-07:00

Today we visited AXEL SPRINGER, the largest newspaper and the third-largest magazine publisher in Germany. AXEL SPRINGER has units in 33 countries and generates total revenues of 2,578 million Euros.
Through this visit we could learn about the evolution of the printing methods from its invention of the printing by Gutenberg in 1420 to the most advanced technology used today.
Description of the printing house

The first floor was where the paper rolls were stored. Computerized machines are used to carry and organize the paper storage and distribution the printing machines.

The second floor was where the first phase of the printing process is executed. The computerize version of the newspaper is set up on a metal plate and scanned. The evolution in the printing field is so fast that in just a matter of 25 years the weight of the aluminum plates used in the printing process has been divided by almost 20.

The third floor is the actual printing area is. At this stage the colors used in the newspaper are created. The four basic colors from which the major other are produces are cyan, yellow, magenta and black. The use of these four colors in printing is called quadrichromy (two colors is bichromy)

At the exit doors of the printing house a local newspaper cost 50 to 80 cents and a national newspaper cost 1.50 Euros. The price difference is due to the cost related to the transportation.

2008-06-04T13:16:00.001-07:00

The Product
This photo is of Coca-Cola products I found for sale at a convenience shop at a train station in Berlin.

Why This Product
I found this particular soda stand interesting because it is an example of how an American product has been adapted to cater to an international market. As an American student traveling in Europe, I have found myself opting for familiar products or brands (Coca-Cola, Nestea, McDonalds, etc.) to get a taste of home while I’m away. I’m finding, however, that my “all-American foods” not only taste completely different from their American counterparts, but the difference in quality of ingredients and selection available is noticeable. You can choose between regular Coca-Cola, or Coke flavored with lemon, lime, orange, and green tea; if you would like Nestea you can have with peach, berries, lemon, or herbs; fast food chains offer chicken, pork, and beef options.

Applying IMC Concepts
This could be used as an example of the four P’s of marketing: price, promotion, product, and place. After trying European McDonalds and other chains, I’m surprised by the low quality products we the public is willing to purchase (and regularly eat) in the United States (product). Fast food chains found in European train stations are convenient places to get decent food, but it is by no means a cheap meal (a happy meal was about €6). This demonstrates a major cultural difference between the United States and Germany. Europeans in general place a greater importance on the quality of their food, and are willing to pay a higher price to justify it (price, promotion). Unlike in the United States, McDonalds and other vendors found in train stations in Europe are still set up as place for a social meal (not just a drive-thru), even if it is a meal on the run (place).

Key Points
- American products sold in Europe are offered in various flavors not offered in the United States.
- The quality of an American product sold in Europe is better than its American counterpart.
- Europeans place a higher importance on quality of the product, and are willing to pay a higher price for it.

Orli Perez

Mickey D's Deutschland

2008-06-03T16:43:00.001-07:00

When someone thinks about things that are sterotypically American, one of the first things other cultures associate with us is (among other things) McDonald's. I found it interesting when we went to the East Side Gallery on Sunday and after an hour of searching, decided on some good ol' McDonald's. I couldn't figure the menu out, partly because it is all in German, but did figure a few things out. I decided to order the Mini-Schnitzel Happy Meal. It was on a special menu for the European Championship but I am not sure it they have it year round. This is the kind of food that can only be marketed for German audiences. If an American saw Schnitzel on the menu at McDonald's, it would be shocking and would probably not be the thing to order. You have to think about what you are going to sell to specific audiences to get them to go to your business. Sure, McDonald's might get customers with just burgers and chicken nuggets, but the inclusion of items such as schnitzel might make it more personal for them. In case you were wondering, they were delicious. Since I ordered the Happy Meal (I don't eat very big meals) I got a toy that is apparently a DVD for this German Cartoon show. I plan on watching it the moment I get back to Miami.

Arlene Linares

2008-06-03T11:56:00.000-07:00

Lisette Lacosta

June 3, 2008

The photo attached is of a hot dog stand in the U station. The hot dog stand is different then anything I have seen because it is self-standing. The vendor can literally walk to the customer or find a new spot by walking while cooking if there is not a lot of traffic where he is. He has it all; an umbrella in case it rains, a jet pack looking backpack probably holding gas for the grill, a grill with ingredients in front of him, and a roller suit case probably holding extra ingredients.

Because this vendor is such a spectacle with his ensemble, he attracts attention and probably sells more hot dogs than the tradition hot dog vendor. I was so impressed with him that I took a picture of him and bought a hot dog from him.

This is a smart way to sell hotdogs because his appliances and gear cost about the same as the traditional hot dog stand, but sales must be higher because of the novelty of his outfit. The only difference is probably that this man works harder carrying all of this gear. The smoke is constantly in his face and the backpack must be heavy.

I have never seen anything like this in the United States. In Miami there are hotdog stands mainly in the downtown area. Usually the hotdog vendor in downtown Miami is a tough male who is very aware of his surroundings. In New York, there is hot dog stand in every corner. The New Yorker hot dog vendor is typically from the Middle East and is not very nice, he is also very aware of the dangers of the city.

This German hotdog vendor was very friendly; he was laughing and having fun with his “audience.” I don’t think this type of business would work in the United States. I can imagine people in the states would make fun of this hot dog vendor and probably mess with the man. I’m sure this man has had tourists give him a hard time but he seemed to be happy enough that this must not be a typical issue for him.

The self-standing hot dog stand is a very interesting characteristic of not only Germany but also all of Europe. The vendor can walk, hands free, to other locations in order to attract more sales. His sales seemed to be higher probably due to the uniqueness of his “stand.” This production would most likely not be successful in the states.

H&M Billboard

2008-06-02T12:36:00.000-07:00

Description of the ad
This ad is from H&M, a clothing line company. It shows two girls wearing clothes from the store. Right in the middle of the ad it says Kleid, which means dress in english, and it shows the price of the black dress that the girl in the middle is wearing.

Why I selected it
This kind of fashion advertising is not very common. The fashion/clothing ads usually don’t advertise the price of the cloth they’re promoting.

Applying IMC concepts
In general, the issue of fairness reference price advertising by retailers has caused some controversy. According to Blair, E. and Landon, L. (1981) there are opponents and defenders of the issue. Opponents believe that accurate reference prices are difficult to determine and that merchants can make their own prices look lower. On the other hand, defenders believe that consumers are not able to recognize a false claim. They concluded that reference prices could affect consumers’ perceptions of savings offered by advertised retail prices. “To bring you fashion and quality at the best price” is H&M’s philosophy, so they are conveying their philosophy with their ads. With each campaign that H&M launches they want to generate interest in the season’s new collection. They confirmed in their website that the campaigns must be exciting, and have to invite people to go to the store. The billboard ad is reinforcing what people already know about the brand. It invites people to go to the store and to demonstrate that fashion and design doesn’t have to be expensive.

Cross cultural analysis: how is it different or similar than it would be in the U.S.? In Miami?
In the US this kind of advertisements for fashion are not seen very often, if at all. Usually, ads won’t show the price of the promoted products in it.

Key points

H&M is a clothing line company. Their philosophy is “to bring you fashion and quality at the best price”.
H&M billboard ad shows the price of the clothing item in it.
Showing the price in a billboard ad is not common in the US.

Alejandra Troconis Davalos

References

Blair, E. and Landon, L. (1981). The Effects of Reference Prices in Retail Advertisements. Journal of Marketing, 45, 61-69.
http://www.h&m.com

German Television Commercial

2008-06-02T12:17:00.000-07:00

Before I arrived in Berlin I did research on an advertising agency called Nordpol+Hamburg. They did a commercial that won many awards called Mr.W for a German company that deals with Wind Energy. I have done more research after getting some consultation from local Germans on how to navigate through the flash-based Nordpol website. Their clients are very impressive and range from Asics in Japan to MTV Europe. I am interested on asking the different students on who is the more intrepid, creative agency in Europe- Nordpol or Golden Deer (who we will be working with for our first presentation). The advertisement I found intriguing comes from Nordpol+Hamburg and it is a very creative and subtle promotion that shows that Mr.W was not a one hit wonder for this agency and proves that Germany is a progressive hotbed for promotional TV advertisements.

Analyzing this commercial might not make sense the first viewing. It makes me wonder if the European consumers are more accustomed to "intellectual" advertising. The ad is portraying the safety features of Renault (a French car company). The ad takes shots at Japanese car companies- Toyota, Honda, etc. by showing the Japanese "Sumo" Collision; they also subliminally attack Swedish (Volvo) and German (Mercedes, BMW) automakers. This is significant because a German ad agency is insulting German automakers which shows that Nordpol+Hamburg is loyal to their client and is not afraid to shy away from effective promotions that may be a conflict of interest between client and country. The 5 star safety rating feature is the attribute that is prominently shown in the advertisement by the iconic French- language of love and the embrace and affection of the "French Kiss"- displaying that a Renault crash will be a beautiful collision.

Chris Fong

Our Schedule

2008-05-30T13:30:00.000-07:00

WEEK 1

Thursday 5/29/2008
11:40 arrival in Berlin (TXL) and transfer to the hostel
15:00 getting around: IMK & Potsdamer Platz

Friday 5/30/2008
10:00 at IMK, Friday-Presentation (FIU as guests)
12:00 get-together with IMK students at IMK (Pizza & Coke)

Saturday 5/31/2008
13:00 bike tour: exploring Berlin (optional)

WEEK 2

Monday 6/2/2008
13:00-15:00 FIU students meet at IMK for pre-travel assignment presentations
15:00 - ? Students met with IMK students to prepare for Friday presentations

Tuesday 6/3/2008

09:00 - 12:15 Lecture: Dr. Frank Ruff
13:00 - 16:15 Lecture: Prof Maria-Elena Villar Multicultural Commun.

Wednesday 6/4/2008
10:00 - 11:00 BBDO (agency visit)
(Maria Elena Villar flight to Wiesbaden at 12:05, return at 22:50)
17:30 Visit to Brewery Schultheiss (optional)

Thursday 6/5/2008
09:00 - 12:15 Lecture: Prof Maria-Elena Villar Multicultural Commun.
14:00 - 16:00 FIU students continue pre-travel presentations
17:30 - 18:30 Printing house "Axel Springer" (optional)

Friday 6/6/2008
09:00 - 13:00 Friday-Presentation in mixed teams

Sunday 6/8/2008
20:00 Public viewing "European Champ." Germany vs. Poland (optional)

WEEK 3

Tuesday 6/10/2008
10:00 - 12:00 FIU students finish pre-travel assignment presentations
14:00 - 15:00 Boat tour, departing from Friedrichstr.

Wednesday 6/11/2008
10:00 - 11:00 Site visit: Mercedes-World at Salzufer

Thursday 6/12/2008
09:00 - 12:15 Lecture: Prof Maria-Elena Villar Multicultural Commun.

17:00 public viewing "European Champ." Germany vs. Croatia

Friday 6/13/2008
09:00 - 13:00 at IMK, Friday-Presentation in mixed teams

WEEK 4

Monday 6/16/2008
20:00 Public viewing "European Champ." Germany vs. Austria (optional)

Tuesday 6/17/2008
14:00 Site Visit : Meta Design agency

Wednesday 6/18/2008
09:00 - 12:15 Lecture: Dr. Frank Ruff
13:00 - 16:15 Lecture: Prof Maria-Elena Villar Multicultural Commun.
18:00 Dinner with IMK board and students at "Die Kleine Markthalle"

Thursday 6/19/2008
10:00 - 12:00 FIU students meet for debriefing and post-travel assignment.
13:00 - 16:15 "Friday-Presentation" in mixed teams
20:00 Public viewing "European Champ." quarter-finals

Friday 6/20/2008
04:00 am Going home: transport from hostel to the airport (flight departure 07:35)

Friday July 11, 2008 IMC journals due
Friday July 25, 2008 Post-travel assignment due

posted by: mev

Our first day in Berlin

2008-05-30T13:02:00.000-07:00

Walking to IMK from the S-Bahn

Breakfast at the hostel.

Photos courtesy of Arlene Linares.

Hello from Berlin!

I am happy to report that we all made it safely to Berlin with luggage and all. The students are getting along beautifully, even in cose quarters (so far). I think I got lucky with this group. Yesterday we walked around Berlin with Norbert and then by ourselves around Potsdamer Platz. We went to IMK today and observed a Friday presentation, then Adriana and I went to see her school. It is in a great location and she fit right in. She spent one hour in German class today and said she understood everything except one word. :-) She is going to have field trip to a farm on Monday. Today we also visited Lego Land.

We (everyone else except Adriana) will be meeting on Monday afternoon for the students to present their first assignment, and then they are meeting with their German team members to prepare their case for the Friday presentation.

Right now most of the students are on their way to the apartment of anIMK student and they are then going dancing to a club. On Tuesday I will give the first of four lectures on intercultural communication. On Wednesday I will go to Wiesbaden to talk to the students there about FIU.

I have asigned specific dates to all students to post their updates on this blog, so stay tuned...

Maria Elena

Welcome

2008-05-27T18:02:00.000-07:00

This blog is presented by the group traveling to Berlin to attend the Summer Program at IMK (Institut fur Marketing und Kommunikation) with the FIU School of Journalism and Mass Communication in June 2008.

We will post updates about our experiences. We look forward to your feedback.

We travel tomorrow, May 28, 2008.