We learned in the special lecture class that video game commercials show little to no game play at all. This happens more often when sequels are being released. It is hard to show actual game play or any other new features the new game brings in a short 30 second commercial. However I believe the commercials are like this because the games will speak for themselves. The following commercial is for Starcraft 2 but was only aired in Korea. Starcraft is huge in Korea, they have television channels dedicated for this video game and professional gamers are super stars there. Professional Starcraft players in Korea are similar to professional basketball players in North America in star power and money receive from sponsorships. The following commercial would make absolutely no sense to the majority of the population in North America but in Korea the people would understand it’s a commercial for Starcraft by the first ‘Yes’ in the video. The only voice used in the video is from the actual game itself and the commercial is showing a very big part of Starcraft game play. Dark Templar harassment done in real life but just as annoying in game. (Dark Templar harassment is when a stealth unit named Dark Templar’s kills your army or workers when you have no detection, very annoying.)
Need for Speed: Hot Pursuit (2010)
The marketing campaign behind the newest installment in the Need for Speed franchise, featuring a new and improved version of Hot Pursuit, features two characters from the Entourage HBO series. The commercial follows the current trend of video game advertising by showing minimal footage and leaving the consumer thinking, but not particularly about the graphics or game play. As opposed to the current trends, the Need for Speed commercial focuses on a niche demographic within the gaming industry. This commercial features Jerry Ferrara and Kevin Dillon, but depicting them as their popular Entourage characters Turtle and Johnny “Drama” Chase, respectively. So the target viewer of the commercial would first have to be interested in video games, second racing game, and the third, draws on fans of Entourage. Although the commercial depicts popular characters, the dialogue is entertaining and funny regardless of that fact. The commercial does give a taste of the game play at the very end, only for a short time. Similar genre games in the industry like Gran Turismo, used a humorous commercial approach as well; rather Forza would lean towards game play and graphics as a selling point.
In the trailer debut of Cataclysm, Blizzard decided to advertise the game differently from when they first premiered their original World of Warcraft. Blizzard did this because they were trying to get the attention of more potential players. For the third expansion’s trailer, with WoW already having a huge fan base they didn’t need to show the game play of the game. Instead, they had the trailer show Deathwing the Destroyer, being released and causing a massive worldwide catastrophe. How they try to get players attention is by introducing the new races of Worgen for the Alliance and Goblin for the Horde.
Tuesday, November 30, 2010
TWELVE DAYS OF EXAM-CRAM
OK, on the countdown to exams and Christmas, the Great Growling Tropical Tigers have decided to take a detour for our final post. So, here’s a little jingle for you:
On the first day of exam cram,
My true love sent to me
A basket full of games for my new wii
On the second day of exam cram,
My true love sent to me
Two tickets to the Timberwolves
And a basket full of games for my new wii
On the third day of exam cram,
My true love sent to me
Three Thirsty Moose Beers
Two tickets to the Timberwolves
And a basket full of games for my new wii
On the fourth day of exam cram,My true love sent to me
Four movie tickets
Three Thirsty Moose Beers
Two tickets to the Timberwolves
And a basket full of games for my new wii
On the fifth day of exam cram,My true love sent to me
Five Pots of Gold (chocolate)
Four movie tickets
Three Thirsty Moose Beers
Two tickets to the Timberwolves
And a basket full of games for my new wii
On the sixth day of exam cram,
My true love sent to me
Six bouts of panic
Five Pots of Gold (chocolate)
Four movie tickets
Three Thirsty Moose Beers
Two tickets to the Timberwolves
And a basket full of games for my new wii
On the seventh day of exam cram,My true love sent to me
Seven stressful study sessions
Six bouts of panic
Five Pots of Gold (chocolate)
Four movie tickets
Three Thirsty Moose Beers
Two tickets to the Timberwolves
And a basket full of games for my new wii
On the first day of exam cram,
My true love sent to me
A basket full of games for my new wii
On the second day of exam cram,
My true love sent to me
Two tickets to the Timberwolves
And a basket full of games for my new wii
On the third day of exam cram,
My true love sent to me
Three Thirsty Moose Beers
Two tickets to the Timberwolves
And a basket full of games for my new wii
On the fourth day of exam cram,My true love sent to me
Four movie tickets
Three Thirsty Moose Beers
Two tickets to the Timberwolves
And a basket full of games for my new wii
On the fifth day of exam cram,My true love sent to me
Five Pots of Gold (chocolate)
Four movie tickets
Three Thirsty Moose Beers
Two tickets to the Timberwolves
And a basket full of games for my new wii
On the sixth day of exam cram,
My true love sent to me
Six bouts of panic
Five Pots of Gold (chocolate)
Four movie tickets
Three Thirsty Moose Beers
Two tickets to the Timberwolves
And a basket full of games for my new wii
On the seventh day of exam cram,My true love sent to me
Seven stressful study sessions
Six bouts of panic
Five Pots of Gold (chocolate)
Four movie tickets
Three Thirsty Moose Beers
Two tickets to the Timberwolves
And a basket full of games for my new wii
On the eighth day of exam cram,My true love sent to me
Eight hours of tutoring
Seven stressful study sessions
Six bouts of panic
Five Pots of Gold (chocolate)
Four movie tickets
Three Thirsty Moose Beers
Two tickets to the Timberwolves
And a basket full of games for my new wii
On the ninth day of exam cram,My true love sent to me
Nine mental breakdowns
Eight hours of tutoring
Seven stressful study sessions
Six bouts of panic
Five Pots of Gold (chocolate)
Four movie tickets
Three Thirsty Moose Beers
Two tickets to the Timberwolves
And a basket full of games for my new wii
Eight hours of tutoring
Seven stressful study sessions
Six bouts of panic
Five Pots of Gold (chocolate)
Four movie tickets
Three Thirsty Moose Beers
Two tickets to the Timberwolves
And a basket full of games for my new wii
On the ninth day of exam cram,My true love sent to me
Nine mental breakdowns
Eight hours of tutoring
Seven stressful study sessions
Six bouts of panic
Five Pots of Gold (chocolate)
Four movie tickets
Three Thirsty Moose Beers
Two tickets to the Timberwolves
And a basket full of games for my new wii
On the tenth day of exam cram,My true love sent to me
Ten pounds a-gaining
Nine mental breakdowns
Eight hours of tutoring
Seven stressful study sessions
Six bouts of panic
Five Pots of Gold (chocolate)
Four movie tickets
Three Thirsty Moose Beers
Two tickets to the Timberwolves
And a basket full of games for my new wii
On the eleventh day of exam cram,My true love sent to me
Eleven tissue boxes (cough/sneeze/boohoo)
Ten pounds a-gaining
Nine mental breakdowns
Eight hours of tutoring
Seven stressful study sessions
Six bouts of panic
Five Pots of Gold (chocolate)
Four movie tickets
Three Thirsty Moose Beers
Two tickets to the Timberwolves
And a basket full of games for my new wii
Ten pounds a-gaining
Nine mental breakdowns
Eight hours of tutoring
Seven stressful study sessions
Six bouts of panic
Five Pots of Gold (chocolate)
Four movie tickets
Three Thirsty Moose Beers
Two tickets to the Timberwolves
And a basket full of games for my new wii
On the eleventh day of exam cram,My true love sent to me
Eleven tissue boxes (cough/sneeze/boohoo)
Ten pounds a-gaining
Nine mental breakdowns
Eight hours of tutoring
Seven stressful study sessions
Six bouts of panic
Five Pots of Gold (chocolate)
Four movie tickets
Three Thirsty Moose Beers
Two tickets to the Timberwolves
And a basket full of games for my new wii
On the twelfth day of exam cram,My true love sent to me
Twelve ibuprophen
Eleven tissue boxes (cough/sneeze/boohoo)
Ten pounds a-gaining
Nine mental breakdowns
Eight hours of tutoring
Seven stressful study sessions
Six bouts of panic
Five Pots of Gold (chocolate)
Four movie tickets
Three Thirsty Moose Beers
Two tickets to the Timberwolves
And a basket full of games for my new wii
Twelve ibuprophen
Eleven tissue boxes (cough/sneeze/boohoo)
Ten pounds a-gaining
Nine mental breakdowns
Eight hours of tutoring
Seven stressful study sessions
Six bouts of panic
Five Pots of Gold (chocolate)
Four movie tickets
Three Thirsty Moose Beers
Two tickets to the Timberwolves
And a basket full of games for my new wii
Good Luck and Happy Holidays from the Tropical Tigers!!
That's All Folks!
The Minty Moose encourages future students to raise their concerns. If you don’t ask you won’t know the answer. Our experience in Comm 346 has been very enjoyable, yet informative and we have been able to apply knowledge learned to our daily lives. We strongly recommend the class to anyone interested in current business practices, as the internet continues to become more of an integral part of everyday life.
Keep your head up and your stick on the ice! – Jeff, Peter, Josh, Alexander
UNBC Commerce....whaaaaaaaaaaaaaaaaaaaaaaaa?
The Question?
What is missing from the Commerce program at UNBC?
Currently, UNBC offers the very general areas of specifications (sounds like an oxymoron) for the undergraduate Commerce program. For those that are not familiar with it, here they are:
It is realized that incorporating these certified designations in a BComm is close or is impossible. But, what about specializations such as transportation and logistics, or real estate. Some might say real estate is so closely related to finance, that it can be considered the same degree. However, at UNBC, what differentiates a marketing degree from a finance degree? Five courses, given that one degree is already completed. Don't believe me? Here's enlightenment. So even if there's a specialization of a specialization, the Monkey Chicklets think that's just the thing to do.
Adding more onto the real estate part, what extra courses might be needed? Also, one thing that needs to be added in, is that the foundations are all completed in the first and second year (following program requirements); therefore, all specialization occurs in the latter part of the degree. So, the extra courses might be about the following:
Transportation and logistics: "The flow of goods, information and money throughout an organization. It encompasses aspects of Finance, Marketing, and Accounting while giving you a broad picture of companies’ operations. You will learn about the efficiency and effectiveness of various transportation alternatives, warehousing and distribution, supply chain management and performance and inventory measurement techniques." This is taken from the UBC's website, but at UNBC, we are only briefly introduced to logistics in Comm 251 and Comm 350.
This is just something to think about. Taking information from other universities, York offers 16 BComm degrees, UoA offers an exceptional 17 BComm degrees, and Guelph has 9. All of these universities offer the six programs that UNBC offers; the difference is the specialization of specialization degrees (retailing, tourism, hotel related). With all this said, although we realize that it might be difficult for UNBC to gather the necessary resources, UNBC should push for higher specializations in their programs.
What is one business CLASS missing from the BComm program at UNBC?
Business Writing. How many times have different teachers demanded different formatting, or just didn't demand any formatting at all. UNBC needs a format that's constant within the business program. MLA style, Chicago style, New York Style, Toronto Style.....blaaaah. We made up the last two styles, but who knows. We have all felt the annoyance, and frustration at term papers. Losing 10% or more for a simple formatting mistake because your previous teacher told you one thing, but the current teacher wanted another.
What is missing from the Commerce program at UNBC?
Currently, UNBC offers the very general areas of specifications (sounds like an oxymoron) for the undergraduate Commerce program. For those that are not familiar with it, here they are:
- Accounting
- Finance
- General Business
- Human Resources
- International Business
- Marketing
It is realized that incorporating these certified designations in a BComm is close or is impossible. But, what about specializations such as transportation and logistics, or real estate. Some might say real estate is so closely related to finance, that it can be considered the same degree. However, at UNBC, what differentiates a marketing degree from a finance degree? Five courses, given that one degree is already completed. Don't believe me? Here's enlightenment. So even if there's a specialization of a specialization, the Monkey Chicklets think that's just the thing to do.
Adding more onto the real estate part, what extra courses might be needed? Also, one thing that needs to be added in, is that the foundations are all completed in the first and second year (following program requirements); therefore, all specialization occurs in the latter part of the degree. So, the extra courses might be about the following:
- Urban Land Economics
- Real Estate Investment
Transportation and logistics: "The flow of goods, information and money throughout an organization. It encompasses aspects of Finance, Marketing, and Accounting while giving you a broad picture of companies’ operations. You will learn about the efficiency and effectiveness of various transportation alternatives, warehousing and distribution, supply chain management and performance and inventory measurement techniques." This is taken from the UBC's website, but at UNBC, we are only briefly introduced to logistics in Comm 251 and Comm 350.
This is just something to think about. Taking information from other universities, York offers 16 BComm degrees, UoA offers an exceptional 17 BComm degrees, and Guelph has 9. All of these universities offer the six programs that UNBC offers; the difference is the specialization of specialization degrees (retailing, tourism, hotel related). With all this said, although we realize that it might be difficult for UNBC to gather the necessary resources, UNBC should push for higher specializations in their programs.
What is one business CLASS missing from the BComm program at UNBC?
Business Writing. How many times have different teachers demanded different formatting, or just didn't demand any formatting at all. UNBC needs a format that's constant within the business program. MLA style, Chicago style, New York Style, Toronto Style.....blaaaah. We made up the last two styles, but who knows. We have all felt the annoyance, and frustration at term papers. Losing 10% or more for a simple formatting mistake because your previous teacher told you one thing, but the current teacher wanted another.
Internet Marketing vs Traditional Marketing
As we finish our last class of Comm 346 we would like make a comparison between tradition marketing and internet marketing. One of the biggest things we take away from this course is the power of internet marketing. Traditional marketing practices involve investment in several different mediums (Tv, magazine, radio.. etc) without really knowing which medium is producing a return on your investment. However, with internet marketing it is a lot easier to pinpoint exactly what is working and generating revenue and what is not. Through tools like Google analytics the internet marketer can find out marketing effectiveness and insights into website traffic. This allows internet marketers to target specific markets and understand their market better. Dan from PG listings showed us this with a real life example of his business.
With traditional marketing, the place aspect is very important and often a hurdle. For example with traditional marketing mediums if you were to purchase a billboard in Vancouver the only people who would receive the message are those in Vancouver, passing by that billboard. With internet marketing, creating a website or an advertisement allows for anyone around the world to view your advertisement. The internet is a universal platform, goods can be sold to several markets instead of being geographically confined. A drawback of this is the competition is much more fierce and the internet marketer must be on their toes, ready to adapt to the ever changing environment.
With internet marketing, price is much more relevant. Consumers have access to all competitors prices and are able to easily and quickly evaluate the product. Traditionally brick and mortar companies could rely on geographic location to attract customers but on the internet this isn’t the case, making price much more important. Essentially, what the internet does is create a much more efficient marketplace by removing several obstacles such as geographic location and customer uncertainty. Customer uncertainty is greatly lowered by online communities and the wealth of customer reviews and information. The drawback of this is the company has a lot less room for error as any slip up will spread extremely fast.
With traditional marketing, the place aspect is very important and often a hurdle. For example with traditional marketing mediums if you were to purchase a billboard in Vancouver the only people who would receive the message are those in Vancouver, passing by that billboard. With internet marketing, creating a website or an advertisement allows for anyone around the world to view your advertisement. The internet is a universal platform, goods can be sold to several markets instead of being geographically confined. A drawback of this is the competition is much more fierce and the internet marketer must be on their toes, ready to adapt to the ever changing environment.
With internet marketing, price is much more relevant. Consumers have access to all competitors prices and are able to easily and quickly evaluate the product. Traditionally brick and mortar companies could rely on geographic location to attract customers but on the internet this isn’t the case, making price much more important. Essentially, what the internet does is create a much more efficient marketplace by removing several obstacles such as geographic location and customer uncertainty. Customer uncertainty is greatly lowered by online communities and the wealth of customer reviews and information. The drawback of this is the company has a lot less room for error as any slip up will spread extremely fast.
Throughout this course we have really learned the power of internet marketing. Not only is it benefital for online business but also for businesses in general. We highly recommend this course for future commerce students.
Final Exam preview
Given that students will be able to consult the text, but not do other research, the complexity of questions is going to be scaled back. The final is intended to be less intense than the midterm and take less time. Students will still be given a choice between multiple questions to answer, and they will look something like this:
Your company is releasing a major new product. Explain how you would promote it with A) an email campaign or B) an ARG. Explain why your choice would be suitable. To the product.
ARG? What? Don't panic, I'll be covering it in the lecture today.
Now, you can answer option A (email) or B (ARG), or both, and have both answers count toward your total answers.
Your company is releasing a major new product. Explain how you would promote it with A) an email campaign or B) an ARG. Explain why your choice would be suitable. To the product.
ARG? What? Don't panic, I'll be covering it in the lecture today.
Now, you can answer option A (email) or B (ARG), or both, and have both answers count toward your total answers.
Monday, November 29, 2010
Class Content: Study material... Bazinga!
As stated in the textbook an iBrand is “an individual's Internet personal connections with its own positioning and brand equity”. iBranding is a new innovative tool that enables the customer to create a connection both online and offline. (Reinventing Interactive and Direct Marketing)
p. 179
"One way to help consumers build their iBrands as producers is to give them the right raw materials. Just as manufacturers need a supply chain, consumer iBrands require raw materials to spark the motivation to create."
Just as a manufacturing company relies on raw materials to create and distribute products to customers; iBranding is analogous in that customers need to be equipped with the necessary tools (raw materials) to produce products that are their own. These tools are located online where a unique product that displays individuality can be created.
A popular example of this would be the website used by Nike, called NIKEiD. This website allows customers to customize shoes in a creative and fashionable way. A wide range of products are available with multiple colour choices for all panels of the shoe, and to truly create a unique shoe it is possible to add characters and writing on select spots of the shoe.
Another example would be the ability to customize desktop and laptop computers online and purchase them directly on the site to be shipped to your home. Dell is a leader in this market and has also expanded with the acquisition of Alienware. Alienware is popular for its sleek design and high performance capabilities. They have extended the customization from the internal components to the colour of the keyboard lights or the case lights.
iBranding is a shift from the conventional paradigm of creating a product, and advertising it to a particular market; to giving consumers to the option to design a completely unique product to purchase from that company.
p.181
"Others will attempt to contribute to the ongoing digital conversation - only to become the victim of their heritage of poor service as Web 2.0 consumers build their iBrands by tearing down those products and service companies that disappoint."
The combination of E-commerce and Web 2.0 has developed a new form of internet marketing and the development of the online conversation. The Web 2.0 consumers are those who contribute to online forums by leaving comments, posting YouTube videos reviewing products, Facebook pages, general discussion boards reviewing products, and many more. Consumers with numbers can be a loud voice for or against particular iBrands.
Online services provided by companies, in attempt to create an iBrand, run the risk of immediate criticism by the common web surfer. Consumers who are not instantly thrilled, will take advantage of being behind a computer screen in the comfort of their home to write about their experiences online for others to views.
It is those that surpass the the expectations that survive to develop an iBrand, those such as customizable clothing (NIKEiD) and computer (Dell) websites.
p. 181
"There is a big social media payoff in today's Internet dependent world: Offline experiences have become a gold mine of raw material that consumers draw upon in producing online content that adds value to their iBrand equity and, at the same time, to our own."
If a business has great costumer service or great products, this can lead to consumers to add value to the brand online. Information travels fast on the internet, when a consumer were to say how great or bad their experience was online thousands of people will read this. Its consumers sharing their experience and if they are good chances are others will try it.
p. 185
"The 'friendships' with iBrands you want to develop are not as numerous as you might think. Even if you have a large, loyal online community following your brand, you may not have many at all who are actually dedicated consumer iBrands."
The relationship with consumers and the brand follows under a 90-9-1 principle. If you have a million people following your brand 90 percent of them are lurkers who just observe and don’t contribute to the brand. 9 percent are editors who modify or add content but rarely create them. 1 percent of users are creators who are responsible for create new content, these are the dedicated consumers.
p. 188
"[Marketing agencies] must develop programs that maximize how the client's entire enterprise contributes to the value and growth of its consumers' iBrand equity."
In particular, what does "consumers' iBrand equity" refer to?
p. 188
"[Marketing agencies] must develop programs that maximize how the client's entire enterprise contributes to the value and growth of its consumers' iBrand equity."
In particular, what does "consumers' iBrand equity" refer to?
Consumers iBrand equity refers to the measurement of existing loyal customers that are influencing new consumers to join the market sphere of the company. how this is done is usually
through word-of-mouth advertising. the brand equity can be measured through impact on sales, transaction count, new orders, product movement, retail traffic etc.
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