MDM555 Week 2
Annotated
Bibliography
Anheuser-Busch. (2006, June 21). "Real men of genius" radio campaign wins grand prix at Cannes advertising festival. Retrieved from https://www.anheuser-busch.com/newsroom/real-men-of-genius-radio-campaign-wins-grand-prix-at-cannes-advertising-festival
The article reports on Bud Light's "Real Men of Genius" radio campaign winning the Grand Prix for Radio at the 53rd Annual International Advertising Festival in Cannes. This recognition marks the campaign's second consecutive win of the prestigious award. The article highlights the campaign's success, noting its humor and appeal to beer drinkers and the numerous awards it has garnered over the years. Executives from Anheuser-Busch and DDB Chicago, the agency behind the ads, express their pride and the campaign's continued freshness. The article emphasizes the international recognition and acclaim that the "Real Men of Genius" campaign has received, showcasing the effectiveness of humor in advertising. It highlights the campaign's longevity and adaptability, contributing to its continual success. The article also underscores the global impact and appeal of the campaign, as evidenced by its repeated wins at Cannes. The article is a credible and informative source, providing detailed insights into the achievements and impact of the "Real Men of Genius" campaign. The information is reliable and well-supported by statements from industry executives and the campaign's track record of awards. The content is current and relevant to the field of advertising, particularly in understanding the elements that contribute to a successful radio campaign. This article complements other entries in the annotated bibliography by offering a case study of a highly successful radio advertising campaign. It reinforces the importance of humor and creativity in capturing audience attention and sustaining a campaign's effectiveness over time. The insights from this article will help compare and contrast different brands' advertising strategies and successes.
Forrester, J. (2020, December 7). The importance of brand voice and tone. Forbes. Retrieved from https://www.forbes.com/sites/forbesagencycouncil/2020/12/07/the-importance-of-brand-voice-and-tone
In this article, Jonathan Forrester discusses the critical role of brand voice and tone in creating meaningful connections with an audience. Forrester explains that brand voice consistently conveys the same message, while brand tone varies depending on the context and channel. He emphasizes that a set brand voice and tone help businesses express their unique persona and build relationships with their audience. The article also highlights the importance of adapting tone to suit different communication styles while maintaining a consistent brand voice to ensure reliability and clarity. Forrester's article emphasizes the distinction between brand voice and tone and their respective roles in communication. He discusses how a consistent brand voice fosters trust and reliability while an adaptable tone allows effective communication across various platforms. The article provides practical insights into how brand voice and tone contribute to brand identity and customer engagement. This article is a credible source, authored by Jonathan Forrester, a member of the Forbes Agency Council and founder of immersion. The content is well-researched and offers valuable insights into the strategic importance of brand voice and tone. The information is reliable and applicable to industries seeking to enhance brand communication. This article complements other entries in the annotated bibliography by examining brand voice and tone. Concepts reinforce the importance of maintaining consistency in brand communication while allowing for flexibility in tone to engage diverse audiences. The insights from this article will help develop a cohesive brand strategy that effectively communicates a brand's values and personality.
Grammarly Business. (2023, November 20). How to maintain a consistent brand voice—and why. Retrieved from Grammarly Business: https://www.grammarly.com/business
This blog post discusses the significance of maintaining a consistent brand voice and provides actionable steps. The article defines brand voice and highlights its role in shaping how the audience perceives the brand. It explains the difference between brand voice and brand tone, emphasizing that while brand tone can vary depending on the context, brand voice should remain consistent across all communications. The article also offers practical advice on creating and using a style guide, ensuring authenticity, and regularly reviewing communications to align with the brand voice. The post highlights the benefits of a consistent brand voice, such as improved brand recognition, increased revenue, and stronger customer relationships. It emphasizes the importance of authenticity and provides detailed steps for defining and maintaining a consistent brand voice. Including real-world examples, such as Old Spice's rebranding, adds practical value to the discussion. The article is a credible source from Grammarly Business, a well-respected entity in the field of digital writing tools. The content is well researched and provides valuable insights into the strategic importance of a consistent brand voice. The information is reliable and applicable to industries seeking to enhance brand communication. This blog post complements other entries in the annotated bibliography by offering a practical guide to maintaining a consistent brand voice. It reinforces the importance of consistency in brand communication and provides actionable steps to achieve it. The insights from this article will help develop a cohesive brand strategy that effectively communicates a brand's values and personality.
NG, D. et al. (2009). Got milk? Advertising strategy. University of California, Berkeley. Retrieved from https://are.berkeley.edu/~sberto/2009Got_Milk.pdf
The “Got Milk? Campaign" report by U.C. Berkeley students Daphne Ng et al. provides an extensive overview of the "Got Milk?" campaign. It discusses the campaign's formation, the impact on milk consumption, and the use of strategic advertising to combat declining milk sales due to the popularity of soft drinks. The campaign utilized a deprivation strategy, celebrity endorsements, and targeted marketing to revive milk's appeal. The report highlights the role of the deprivation strategy in marketing, the successful use of celebrity endorsements, and the strategic shift to promoting milk for weight loss. These topics are crucial for understanding how to tailor brand voice and advertising tactics to shift consumer perceptions and behaviors. The source is objective, offering a detailed and factual account of the campaign's history and strategies. The authors are credible, given the thorough research and analysis presented. The content is reliable and current, making it a valuable resource for studying effective advertising strategies. This source complements other entries in the annotated bibliography by illustrating how a strong brand voice and innovative strategies can transform consumer perceptions and drive sales. It has reinforced the importance of adaptability in advertising and provided insights into the impact of strategic messaging on consumer behavior. Using this information, one can analyze how different brands can effectively utilize their unique voice to connect with diverse audiences and achieve marketing success.
Stice, J. (2020, December 10). The strange history of Jack In The Box's Jack. Mashed. Retrieved from https://www.mashed.com/139301/the-strange-history-of-jack-in-the-boxs-jack/
This article by Joel Stice explores the evolution of Jack and the mascot for Jack in the Box. The article covers Jack's journey from a simple clown head mascot in 1951 to a savvy, business-oriented character who spearheaded the company's rebranding. It begins by discussing Jack's origins, disappearance in the 1980s, and explosive return in 1994, which coincided with significant controversies like an E. coli outbreak. The author highlights Jack's bold and often controversial advertising campaigns, including a parody of COPS, his run for president, and a contentious 2018 ad. The article also reveals Jack's quirky family history and personal habits. The article emphasizes the impact of creative rebranding and controversial advertising strategies on Jack in the Box's recovery and growth. It explores Jack's character development, providing insights into how his persona engages and entertains audiences. The article also discusses the challenges and successes of maintaining an edgy brand image. Stice's article is a credible and engaging overview of Jack in the Box's marketing history. The content is well-researched, reliable, and enriched with references to notable advertising campaigns and public reactions. The article provides valuable insights into the evolution of the brand's mascot and its marketing strategies. This article complements other entries in the annotated bibliography by offering a detailed case study of a specific brand's radio and television advertising campaigns. It underscores the importance of creative rebranding and the role of controversial marketing strategies in revitalizing a brand. The insights from this article will be helpful in the process of finding and maintaining a strong overall brand identity.
Sullivan, L. (2012). Hey Whipple, squeeze this!: The classic guide to creating great ads (4th ed.). Wiley. Chapter Nine. Retrieved from https://learning.oreilly.com/library/view/hey-whipple-squeeze/9781118101339/xhtml/Chapter09.html#sec46
Chapter Nine of Luke Sullivan's "Hey Whipple, Squeeze This!" titled "Radio Is Hell. But It's a Dry Heat" provides a detailed guide to creating effective radio advertisements. In Part Six, Sullivan offers practical advice for working with voice-over talent, emphasizing the importance of a flat read and precise direction. He discusses the significance of casting authentic voices and the necessity of involving the voice talent in the creative process. Additionally, Sullivan highlights the need for high-quality production, the importance of avoiding overproduction, and the value of testing multiple spots to find the best ones. The chapter underscores the importance of an authentic voice, precise direction, and tone's essential role in radio advertising staying true to the brand. Sullivan's emphasis on the collaborative process between the writer and the voice talent and his advice on maintaining the ad's focus and clarity is particularly noteworthy. Sullivan is a highly credible source with extensive experience in the advertising industry. His practical advice, supported by real-world examples, makes the content reliable and valuable. The insights are current and highly applicable to anyone involved in radio advertising. This chapter complements other entries in the annotated bibliography by examining radio advertising within the broader context of creating great ads. Sullivan's emphasis on creativity, engagement, and audience understanding aligns with the principles discussed in other sources. The insights from this chapter will be instrumental in developing more effective and engaging radio ad campaigns, leveraging the medium's unique strengths as outlined in Chapter Nine.
Wood, W. (2024). What is brand copywriting? [Blog]. Mirasee. Retrieved from https://mirasee.com/blog/brand-copywriting/
Mirasee's blog post "What is Brand Copywriting?" by Willy Wood explores the concept of brand voice in copywriting. It defines brand voice as the unique personality, tone, and style a brand uses to communicate with its audience. It also provides examples of how different tones can be used effectively in marketing materials. The post emphasizes the importance of consistency in brand tone, the role of tone in building brand identity, and how different tones can appeal to different target audiences. These topics directly relate to understanding how to effectively convey a brand's personality through copywriting. The source is objective, presenting practical advice without bias. Wood is a credible source known for his content marketing and copywriting expertise, making the content reliable and current. This source complements other entries in the annotated bibliography by offering actionable tips for writing effective ad copy. It has reinforced the importance of aligning brand voice with audience expectations and has provided practical examples to guide future writing projects. Using this information will develop more engaging and persuasive brand communications.
Graduate Writing
Brand Voice
Brand voice refers to the unique personality, style, and tone a brand uses to speak with its audience. It encompasses the language, attitude, and values expressed in all forms of communication, ensuring consistency and helping to produce a strong brand identity.
Volkswagen & Got Milk?
In the Volkswagen case study, Bill Bernbach of Doyle Dane Bernbach (DDB) developed a brand voice characterized by honesty, transparency, and slight sarcasm to appeal to a younger, intellectual audience (Rogalle, 2022). The "Think Small" campaign featured a small, uncluttered black and white image of the Volkswagen with the headline "Think small," contrasting sharply with the flashy, family-centric car ads of the time. Conversely, the "Got Milk?" campaign used a deprivation strategy, highlighting the inconvenience of not having milk and using humor to engage a broader audience (Ng et al., 2009). This approach successfully reversed the decline in milk consumption and even increased sales among targeted demographics.
The advantages of a well-defined brand voice include building a strong brand identity, fostering customer loyalty, and creating a consistent message across all channels. Wood (2024) notes that a consistent brand tone is crucial in connecting with different audiences. However, drawbacks include the risk of alienating specific audience segments if the voice is too niche or not adaptable to changing market trends. By aligning brand voice with audience expectations and delivering practical examples, brands can develop more engaging and persuasive communications.
Writing for Radio
Writing for radio involves crafting concise, engaging scripts that capture listeners' attention and communicate a clear message. It requires creating vivid imagery and emotion through sound alone, often relying on memorable catchphrases, humor, and relatable scenarios.
Case Study & Bud Lights
“Real Men of Genius”
In the Volkswagen case study, Bill Bernbach revolutionized advertising by introducing honesty, simplicity, and a touch of sarcasm. The "Think Small" campaign conveyed a straightforward, honest message, using an uncluttered design that stood out from the flashy car ads of the time (Rogalle, 2022). This approach reflected the vehicle's simplicity and practicality, making it relatable and memorable to consumers. Bernbach focused on respecting the audience's intelligence and translating it into clear, concise, and impactful messaging.
Conversely, the "Bud Light – Real Men of Genius" radio commercials employed humor and exaggerated praise to create a memorable and entertaining series. Each ad highlighted everyday "heroes" with a humorous twist, capturing listeners' attention with catchy jingles and over-the-top narration (Sullivan, 2012, Ch. 9). The success of these ads lies in their ability to connect with the audience through humor and relatable scenarios, making the brand memorable and engaging (Anheuser-Busch, 2006). Notably, Doyle Dane Bernbach (DDB) was the creative force behind both campaigns, nearly half a century apart, showcasing their enduring expertise in crafting compelling advertisements.
While Volkswagen's campaign centered on honest, straightforward messaging and a clean design, the Bud Light commercials relied on humor, entertainment, and catchy tunes. Both approaches effectively leveraged their brand voice to connect with their respective audiences, demonstrating the versatility required in radio advertising. As highlighted by both campaigns, the key benefit of writing for radio is creating an emotional connection with the audience through humor or honesty. However, the drawback lies in the risk of not resonating with all audience segments if the approach is too niche or polarizing.
Brand Voice Description of
Selected the Radio Spot
The Volkswagen Jetta radio ad features a calm, reassuring, and slightly humorous tone. It emphasizes the car's reliability and safety, portraying the Jetta as dependable and sensible for any driver (Paul, 2017). The ad uses a relaxed, conversational style to convey the message, making it approachable and relatable for the audience.
On-Brand Analysis
Compared to the brand voice established in the Volkswagen case study, this ad stays on brand. The original "Think Small" campaign by Bill Bernbach and his team at Doyle Dane Bernbach (DDB) emphasized honesty, simplicity, and a touch of humor (Rogalle, 2022). The Volkswagen Jetta radio ad maintains these elements with its straightforward message and light humor.
The ad focuses on the practical benefits of the Jetta, much like the "Think Small" campaign, which highlighted the features and benefits of the Beetle honestly and clearly. The relaxed, conversational style aligns with Volkswagen's tradition of creating relatable and intelligent advertisements, ensuring consistency in the brand's voice and approach to marketing.
Overall, the Volkswagen Jetta radio ad effectively adheres to the brand voice established in the case study by maintaining a balance of simplicity, honesty, and subtle humor, which has become a hallmark of Volkswagen's advertising strategy.
Brand Tone
The brand tone in radio advertising refers to the specific attitude and style a brand uses to communicate its message audibly. It encompasses the choice of words, vocal delivery, and overall mood conveyed through the ad, aiming to evoke specific emotions and create a consistent brand identity. The tone can range from serious and authoritative to playful and humorous, depending on the brand's personality and the target audience. In radio ads, brand tone is crucial as it helps capture listeners' attention, convey the brand's character, and make the message memorable.
Case Study & Jack in the Box
In the Volkswagen case study, Bill Bernbach transformed advertising by introducing honesty, simplicity, and a hint of sarcasm. The "Think Small" campaign delivered a direct and honest message through a clean design that stood out from the flashy car advertisements of the time (Rogalle, 2022). This approach highlighted the vehicle's simplicity and practicality, making it relatable and memorable for consumers. Bernbach emphasized the importance of respecting the audience's intelligence, translating this respect into clear, concise, and impactful messaging.
Conversely, the Jack in the Box radio commercial carried an edgy, humorous, irreverent, and bold tone. The overall approach of the radio campaigns featuring Jack, the mascot, was often controversial and attention-grabbing. The ads played on bold humor and audacious scenarios, such as a parody of COPS and Jack's run for president. These campaigns aimed to revamp the brand's image and appeal to a younger, more rebellious audience. Jack in the Box's marketing strategy leveraged edgy humor to create a distinctive and memorable brand persona (Stice, 2020). The ads often pushed boundaries, which sometimes resulted in controversy but also helped differentiate the brand in a crowded market.
Both brands utilized humor in their campaigns, but Volkswagen's humor was more subtle and self-deprecating, while Jack in the Box's humor was bold and edgy. Concerning brand voice, Volkswagen maintained a respectful and intelligent brand voice, focusing on the practical benefits of their cars. In stark contrast, Jack in the Box adopted a cheeky and audacious voice, using humor and bold scenarios to engage their audience. The messaging of Volkswagen's ads was straightforward and minimalist, appealing to consumers' sense of practicality and honesty. Jack in the Box's ads were loud, attention-grabbing, and often controversial, aiming to create a strong emotional reaction and memorable brand image that kept people talking. Volkswagen's goal was to highlight their cars' practical benefits and reliability transparently and honestly. Jack in the Box aimed to revamp their brand image and distance themselves from past controversies through bold and edgy advertising (Stice, 2020). Strategies were as diverse and distinct as their brand's images. Volkswagen relied on simplicity and respect for the audience's intelligence. On the other hand, Jack in the Box leaned toward a more obnoxious tone, using controversial humor and audacious scenarios to make their ads stand out and engage a younger audience.
Both campaigns effectively leveraged their unique brand voices to connect with their respective audiences, demonstrating the versatility required in radio advertising. While Volkswagen focused on honesty and simplicity, Jack in the Box used bold and irreverent humor to carve out its niche in the market.
How the Tone Reflects the
Brand Voice of the Selected
Radio Spot
In the Volkswagen Jetta radio ad, the tone is calm, reassuring, and slightly humorous, aligning well with the brand voice established in the case study. Overall, the tone of the Jetta radio ad reflects Volkswagen's established brand voice by being honest, straightforward, and slightly humorous. It effectively communicates the car's benefits in a relatable and memorable way, staying true to the principles outlined in the case study.
Benefits and Drawbacks of Veering Away from a Brand's Voice
Benefits:
The benefits of veering away from a brand's established voice can allow for greater flexibility and adaptability in different contexts or with different audiences. Adaptability can be particularly useful when addressing diverse demographics or entering new markets (Forrester, 2020). Changing the tone can bring freshness and innovation to the brand, preventing it from becoming stale or predictable, which can help keep the brand relevant and engaging over time.
Drawbacks:
Inconsistent messaging can confuse customers and dilute the brand's identity. When the tone and voice do not vary significantly, it can maintain a cohesive brand experience, making it easier for customers to understand what the brand stands for. Consistency in brand voice and tone helps build trust and reliability. Deviating from this can undermine customer confidence and loyalty, as they may no longer recognize or feel connected to the brand.
Importance of Consistency
Consistency makes the brand easier to recognize and remember. This familiarity fosters a sense of reliability and trustworthiness. A consistent voice helps build a stronger emotional connection with the audience. When customers feel they know and understand the brand, they are more likely to develop loyalty and advocate for it (Forrester, 2020). Consistent messaging ensures that the brand's values and messages are clear and unambiguous, reducing the risk of miscommunication or misunderstanding (Grammarly, 2023). Thus proving that recognition, connection, and clarity are all key to maintaining a consistent brand voice and tone, which are fundamental building blocks to a successful brand.
References
Anheuser-Busch. (2006, June 21). "Real men of genius" radio campaign wins grand prix at Cannes advertising festival. Retrieved from https://www.anheuser-busch.com/newsroom/real-men-of-genius-radio-campaign-wins-grand-prix-at-cannes-advertising-festival
Anheuser-Busch. (2013). Bud Light real men of genius power hour. [Video] YouTube. Retrieved from https://youtu.be/u_W96wCck7U?si=tFrydoCIxgyDaeud
Forrester, J. (2020, December 7). The importance of brand voice and tone. Forbes. Retrieved from https://www.forbes.com/sites/forbesagencycouncil/2020/12/07/the-importance-of-brand-voice-and-tone
Grammarly Business. (2023, November 20). How to maintain a consistent brand voice—and why. Retrieved from Grammarly Business: https://www.grammarly.com/business
NG, D. et al. (2009). Got milk? Advertising strategy. University of California, Berkeley. Retrieved from https://are.berkeley.edu/~sberto/2009Got_Milk.pdf
Rogalle, E. (2022). 2.5 Case study: brand voice. Full Sail Online. https://online.fullsail.edu/class_sections/163183/modules/658032/activities/3809147
Paul, D. (2017). Volkswagen Jetta radio ad. [Video]. The Hall Agency. YouTube. Retrieved from https://youtu.be/S6vmf2rQdLM?si=C6TNX1LEsq1J1UL0
Stice, J. (2020, December 10). The strange history of Jack In The Box's Jack. Mashed. Retrieved from https://www.mashed.com/139301/the-strange-history-of-jack-in-the-boxs-jack/
Sullivan, L. (2012). Hey Whipple, squeeze this!: The classic guide to creating great ads (4th ed.). Wiley. Chapter Nine. Retrieved from https://learning.oreilly.com/library/view/hey-whipple-squeeze/9781118101339/xhtml/Chapter09.html#sec46
Wood, W. (2024). What is brand copywriting? [Blog]. Mirasee. Retrieved from https://mirasee.com/blog/brand-copywriting/
