Presentation+Arguments.Reasons

Presentation:

**to make this easier, put your name next to your part. color code it if you want, haha[:**

__Introduction: __ Good morning ladies and gentlemen and thank you for coming today. Our firm, AMLAN Advertising, has created a convincing campaign for Converse sneakers. We have created brochures, stalls I think that we should think up a different word because when I hear this it kind of reminds me of a bathroom stall a little. maybe like kiosks or something? , a 3D display, billboad, radio advertisement, website, magazine advertisement and TV Commercial to support this unique venture. Our campaign is directed towards teenage girls in their middle and high school years. In order to appeal to this demographic, the campaign focuses on creativity and individuality. During the teenage years, girls often struggle with expressing themselves and thus, this campaign encourages being yourself and not conforming to a black and white mold. Parents will appreciate the positive message and respect Converse for it--ultimately resulting in a preference to buying Converse sneakers over other brands. Our slogan, which is repeated throughout the campaign, sums up these points: Be you. Be unique. Be CONVERSE. It is a simple yet direct slogan that consumers will remember easily and subconsciously quote. The symbol and lettering of the name “Converse” stirs a feeling of empowerment. Teenage girls will find this appealing because it relates to the common desire for self-confidence. The repeated use of paint splatters also creates a memorable image for the brand: the expression of one’s personal freedom. All of these components link everyday maybe describe how paint splatters are everyday images  images to the Converse brand, reinforcing consumer awareness.  I think we should add in how the paint splatters attract attention.

__Mock mall situation: __ Nelly and **Aeriel ** Featured in our campaign, AMLAN Ads together with Converse will station cookie booths in front of Converse stores, or other retailers that sell Converse shoes, in malls across the country. We have set up an example to display the appearance and effectiveness of this marketing technique. We will provide plain sugar cookies in the shape of Converse sneakers and a variety of colorful frosting. Mall-goers will have the opportunity to frost a cookie in their desired style. This will mimic the option to design custom Converse online. It will promote our campaign’s theme for individuality and raise awareness of Converse's limitless designs. Undoubtedly, cookies will draw in teenage girls at the mall. Also, an aesthetically pleasing 3D display will capture their attention. The 3D display further utilizes the colorful paint-splatters found in each of our visuals, and the symbol and slogan for Converse shoes. "They are in YOUR hands now. Express YOUR style" are simple, yet direct statements that catch the eyes of passerby and makes them curious as to what is in their hands. The image in the 3D display is also colorful, and the placement of the hands make it feel as if YOU are actually decorating the shoe by hand. The booth, with the 3D model, draws potential customers in, and once they begin to decorate their own cookie, Converse employees will answer any questions and hand out fliers.  As brochures may feel boring to teenage girls, our firm applied lively colors and bright pictures to hold ones attention. If you turn inside the brochure to the history section, we employed bullet points, instead of a long, dull paragraph of writing. These interesting facts will make consumers feel that Converse is a well-trusted company with a good history and also make them connect more to the company by knowing some of its past. To the right of the history section, is an "Our Mission" statement. This short statement "to help you find your inner self-confidence, to help you stay unique, to help you stay you", let's teenage girls, who some are at a vulnerable age, know that we care about them and that here, at Converse, we will work to help them be the best THEY can be, not the best someone else thinks they can be. This "mission" connects the Converse company to some of it's consumers making them feel more loved and valued. On the left of the history section, there is a sweepstakes that will attract teenagers to read the brochure. There is a short quiz there where consumers will applied what they learned in the brochure correctly to possibly win round trip airfare for two and nights stay at a resort with an extra $500 dollar ﻿Converse shopping spree. This sweepstakes adds a little extra fun to the company making it both rewarding and enjoyable to the consumers. Together, a booth with cookies, a 3D display and brochures, will undoubtedly raise awareness of the Converse brand because it is a creative approach that is unique. People will not forget their experience and it will direct their future shoe purchases to Converse. By word of mouth they can tell others about the fun and unique booth they visited. Overall, the booth will create a better relationship between the company and its consumers, because individuals will have a personal connection to the company. It will no longer be 'just another shoe company.' Teenage girls want to find a product that connects to them, and their desires for being unique, yet still fashionable, and Converse advertise that through these booths.

__Billboard __ Driving along a highway at 70mph doesn't allow people much time to read the signs they pass. Teenage girls sitting in the backseat on a long car ride want something to liven things up and give them something to think about. AMLAN Advertising keep this in mind as we designed a billboard that will keep Converse on people's minds even in the most mundane situations. The billboard features a row of feet all clad in black flats--except for one pair of Converse. To make the Converse pair really pop, the wearer and her shoes have vivid and exciting colors. These hues are a harsh contrast to the muted tones of the surrounding photo. Both of these features not only make the sign eye-catching, but also encourage our campaign's message about being unique. The billboard presents this by encouraging variation and emphasizing that being different is not weird, but instead cool - perhaps more interesting, and even better, than conforming to everyone else. <span style="font-family: 'Comic Sans MS',cursive;"> The billboard also carries our campaign's signature paint splatters and slogan to further ingrain the association between these images and the CONVERSE company. The writing is in large, bold print which is easy to read from a moving vehicle and sticks to the simple and memorable slogan. This advertisement will begin turning wheels inside the minds of teenage girls who pass it, and persuade them to head to the nearest mall and buy a pair. <span style="color: #bd23cc; font-family: 'Comic Sans MS',cursive;">I think we should add in that the billboard is not to scale but reduced in the presentation for easier viewing.

__<span style="font-family: 'Comic Sans MS',cursive;">Radio Ad-- Maddie __ <span style="font-family: 'Comic Sans MS',cursive;">Music plays a crucial role in the life of an average teenage girl. They enjoy it on their music players, on their computers, CD's, and of course, while driving down the street on the radio. This radio advertisement is designed to keep their attention and interest them while their favorite music stations are on a commercial break. Our radio commercial is divided by two main components. The first is a dialogue between two teenage girls who are interested in purchasing Converse. The girls convey that there are infinite styles of Converse that allow anyone to express their own sense of individuality. This is a powerful attention grabber as it is casual and relates to the lives and experiences of many young women. This conversation intrigues listeners to visit a Converse store or website to find a pair of shoes to match their personality-- or even create a custom pair! The second portion of the radio commercial concludes the advertisement well by re-enforcing the endless design possibilities and encouraging self expression through Converse's wide variety of shoes. Another feature from our campaign is the slogan, which we repeat in this advertisement. The radio speaker challenges and motivates girls to be unique by saying the words "be you. be noticed. be Converse" clearly and without hesitation. Teenagers in the driver's seat--or even the passenger's seat--will enjoy listening to the fun commercial while waiting for their favorite songs to come on in the car, and will make a beeline for the nearest Converse store once they hear what Converse has to offer <span style="color: #cf1fe0; font-family: 'Comic Sans MS',cursive;">through this radio advertisement.

__<span style="font-family: 'Comic Sans MS',cursive;">Website-- Maddie __ <span style="font-family: 'Comic Sans MS',cursive;">With so much of today's population--including teenagers--owning and/or using computers, an accessible, easy-to-use and fun website is imperative to a company's success. The AMLAN Advertising Firm strongly believes that they have created the ideal website to promote Converse's key theme of originality. The home page alone gives a strong feeling of what Converse stands for. This is seen through it's paint splatters, bright colors and fun doodles. Teenage girls will remember these features, repeated in every aspect of our campaign, and connect them all back to Converse, along with the Converse logo and slogan. The website features a photo gallery where pictures of different Converse can be viewed. The option to submit your own Converse photos and memories in the gallery creates a good company and customer relationship. Teenage girls often love to take photos and the ability to give input into the company website promotes a positive personal connection. The "About" section in our website teaches the history of Converse sneakers. It tells the interesting story of the journey the Converse company has traveled, presented in fun facts that will easily hold the attention of a teenager. The online store is an easy way to purchase your very own pair of Converse. The photos and prices are displayed clearly so that girls enjoy browsing through the many options before deciding on a final pair. Also, to ease one's search for a pair that expresses one's personality we give the option to narrow the products down by color, price, pattern and popularity. Finally, AMLAN Ads created a page with instructions for Converse's "Create Your Own" option. The instructions are simple and easy, followed by a direct link to where one can design a custom pair of shoes. The easy access and clarity will attract teenage girls to immediately create and purchase their own special pair. This further enforces our campaign's theme for uniqueness and variation. Teenage girls will excitedly explore this fun website and learn how they, too, can be designers of their own pair of shoes.

__<span style="font-family: 'Comic Sans MS',cursive;">Magazine Advertisement: __ Nelly As a large percentage of American teenage girls enjoy leafing through magazines and finding out about the latest fashion, our firm has decided to place an ad into popular teen magazines such as Seventeen Magazine. Magazines are a key way for our campaign, which is directed towards that demographic, to promote our product. Thus, AMLAN Advertising has created an original and innovative magazine advertisement to strengthen and increase sales of Converse sneakers amongst teenage girls. This advertisement continues to follow our campaigns theme of individuality and uniqueness by endorsing the idea that with Converse shoes, girls can express themselves in whatever way they want. While flipping through magazines filled with pictures that are sure to make any teenager feel insecure and inferior, a Converse advertisement encouraging self-expression is sure to stick out and leave a memorable impression. Our ad stirs such feelings of individuality by encouraging girls to "Express YOUR style." This sentence is short, commanding and empowering. It will make teenage girls feel as if they can take control of their own style and express it in whatever way they wish--especially through their shoes. This promotional piece continues to subconsciously press the emotions of excitement and fun of AMLAN Ad's campaign with the visuals we employ. To coincide with the attention grabbing heading, our firm produced an image of color leaking our from a pair of Converse shoes. This symbolizes the proclamation of ones personality through ones shoes. Once again we used paint splatters, striking colors and Converse's symbol and slogan to unify our campaign and keep it consistent.

__<span style="font-family: 'Comic Sans MS',cursive;">TV Commercial __ **<span style="color: #b900ff; font-family: 'Palatino Linotype','Book Antiqua',Palatino,serif;">-Aeriel ** <span style="font-family: 'Comic Sans MS',cursive;">AMLAN Advertising delivers a strong and impacting message in its TV commercial produced for Converse shoes. In general, romantic relationships begin to interest girls in high school and middle school. Our firm took advantage of this point and incorporated it into the advertisement. In the video, a teenage girl's Converse shoes catch the eye of a teenage boy, who is also wearing Converse, and so he decides to pursue her. The simple storyline conveys the message that with Converse shoes girls (and guys) can non-verbally express their personality and that the opposite gender will take notice of their unique style and like it. Teenage girls may feel that by purchasing Converse they can maintain and declare their individuality and stand out from the crowd--in a good way. <span style="color: #e021ee; font-family: 'Comic Sans MS',cursive;">( <span style="font-family: 'Comic Sans MS',cursive;">A catchy song played in the background is yet another subconscious method to make Converse brand memorable. Sounds stir memories that are unforgettable and so, when girls hear this song, their minds will automatically connect it to this advertisement and this brand. Tunes are often easier to remember than a dialogue. Also, the band, Neon Trees, is quite popular among teenagers and the melody is upbeat, exciting, and lively, which pertains to our campaign's theme of freedom of expression.The video ends with a impressionable image of the two teenager's Converse shoes facing each other and the empowering words of our slogan. We have also carried the paint splatters through by placing some extra sprays on the Converse logo and symbol. We suggest running this commercial during shows popular among high school girls, such as Glee or 90210, for the greatest impact because the "cute" storyline, catchy song, slogan and visuals all help create a strong brand recognition for teenage girls.

__<span style="font-family: 'Comic Sans MS',cursive;">Conclusion __ <span style="font-family: 'Comic Sans MS',cursive;">Throughout our campaign, AMLAN Advertising has payed close attention to what attracts teenage girls and incorporated these elements into our positive theme: Expressing ones individuality through Converse shoes. We chose this theme because it reflects what girls of this age range desire. Teenage girls are discovering themselves and wanting to make a creative statement about their personal independence. Parents will also appreciate this theme because it does not force girls to fit a superficial idea of perfection. This is common message in 21st century media, so our campaign will make Converse shoes distinctive and respected. To unify each form of media with one another we consistently used one slogan, Converse symbol, colorful paint splatters and applied an overall vibrant vibe. It is a well planned and processed campaign that undeniably promotes Converse in a positive light. Converse will certainly increase their sales and popularity among teenage girls if AMLAN Advertising's marketing and publicity skills are hired. Not only will Converse benefit, but so will the public. Teenage girls will have greater access to unique footwear that provides a healthy freedom of expression.

PRESENTATION ORDER:

Folders at door Cookies/Flyers/3D Display [We will incorporate all of these together in a mock situation] Billboard Radio Ad Website Magazine Ad Commercial

PRESENTATION ARGUMENTS/REASONS (Why our campaign deserves to be used/why we did what we did)

Magazine Ad: TV Commercial: Radio Ad: Cookies: Flyer: Billboard: 3D Display: