Images

Images are representations that can visualize impression, expression or realism. An image can be a photograph, a computer rendering, a painting, or another format. Images catch the attention, inspire, address emotions, improve recall, and initiate discussions. Images are instant and rapid, instructive, and they facilitate learning. A subtype are visual metaphors. They support recall, lead to a-ha effects, and support reasoning and communication.

Target markets

Target market is a group of persons for whom a firm creates and maintains a product mix that specifically fits the needs and preferences of that group.

Target Marketing involves breaking a market into segments and then concentrating your marketing efforts on one or a few key segments.

Target marketing can be the key to a small business’s success.

The beauty of target marketing is that it makes the promotion, pricing and distribution of products and/or services easier and more cost-effective. Target marketing provides a focus to all of marketing activities.

For example to open a catering business offering catering services in the client’s home, instead of advertising with a newspaper insert that goes out to everyone, it could target its’ market with a direct mail campaign that went only to particular residents.

While market segmentation can be done in many ways, depending on how you want to slice up the pie, three of the most common types are:

Geographic segmentation – based on location such as home addresses;

Demographic segmentation – based on measurable statistics, such as age or income;

Psychographic segmentation – based on lifestyle preferences, such as being urban dwellers or pet lovers.

NESCAFE

The beginnings of NESCAFÉ can be traced all the way back to 1930, when the Brazilian government first approached Nestlé. Nestle coffee specialist, Max Morgenthaler, and his team set out to find a way of producing a quality cup of coffee that could be made simply by adding water, yet would retain the coffee’s natural flavour. After seven long years of research in their Swiss laboratories, they found the answer.

Quality guaranteed – since 1938!

The new product was named NESCAFÉ – a combination of the Nes-root of Nestlé and the word café. NESCAFÉ was first introduced in Switzerland, on April 1st, 1938. For the first half of the next decade, however, World War II hindered its success in Europe. NESCAFÉ was soon exported to France, Great Britain and the USA. American forces played a key role in re-launching NESCAFÉ in Europe by virtue of the fact that it was included in their food rations. Its popularity grew rapidly through the rest of the decade. By the 1950s, coffee had become the beverage of choice for teenagers, who were flocking to coffee-houses to hear the new rock ’n’ roll music. In 1965 NESCAFÉ continued to bring you the world's best cup of coffee by introducing freeze-dried soluble coffee with the launch of Gold Blend. A few years later we invented a new technology to capture more aroma and flavour from every single coffee bean. In 1994 the 'full aroma' process was invented to make the unique quality and character of NESCAFÉ even better.

Coffee facts

It can take up to four years for a coffee tree to reach mature production.

Each cherry consists of two coffee beans.

The 2 main types of commercially grown coffee are Arabica and Robusta. Arabica beans account for around 65% of total coffee production, Robusta make up the rest.

The word ‘coffee‘ originates from the Arabic word 'kaweh', meaning strength or vigour.

By the 9th Century, coffee was widely drunk in Persia. It was widespread throughout the Arabic world by the 15th Century.

After water, coffee is the 2nd most consumed beverage worldwide.

Your coffee's flavor is a delicate balance of characteristics, working together to create that perfect cup. Acidity, aroma and body are all components of flavour. The following are some of the more typical flavour characteristics:
Richness: refers to body and fullness.
Complexity: the perception of multiple flavours.
Balance: the satisfying presence of all the basic taste characteristics where no one element overwhelms another.

The Dutch began growing coffee on the island of Java, now part of Indonesia, in 1696.

Coffee reached Europe early in the 17th Century. Louis XIV and Pope Clement III were early converts to the drink.

The name NESCAFÉ is a unique and fancy combination of the NES root of Nestlé and of the world café.

The first coffee-house in England opened in Oxford, in 1650, and in London one year later. By 1700, there were some 2000 coffee-houses in the capital.

In the 1700s, a French naval officer, Gabriel Mathieu de Clieu, stole a cutting from the King’s coffee tree, in the Jardin des Plantes, in Paris, and took it to the Caribbean island of Martinique. Fifty years later, there were an estimated 18 million coffee trees there.

London‘s 17th-Century coffee-houses became known as ‘Penny Universities‘; for the price of a coffee it was possible to join in discussion with the artists, merchants and poets who frequented them. This led to Charles II attempting to close down coffee houses in 1676, thinking them hotbeds of political intrigue.

Bach composed the Coffee Cantata in honor of the drink. Beethoven was also an avid coffee drinker.

By 1800, Brazil had become the largest producer of coffee in the world.

An entire year’s output from one tree is scarcely enough to produce 500 grammes of soluble coffee.

Headlines:

1. The world’s second drink, nothing to add.(or what can I say)

2. Refreshing energy

3. Half energy, half water

4. Energy boost

5. Better mornings

6. 70 years of purity

7. The taste that that set by a very important people: our customers.

8. From a field to your cup

9. Coffee/Drink with a soul

Ads that i like

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I LIKE THE IDEA OF EVOLUTION IN THIS CAMPAIGN
PAUL SMITH! IT WAS UNDER THE BRIDGE IN LONDON. ONE OF THE BEST SOLUTIONS EVER! JUST HIS RECOGNIZABLE STRIPES.
THIS AD WAS ON ONE OF THE STREETS IN NEW YORK. NICE AND EFFECTIVE OUTDOR SOCIAL CAMPAIGN
I LIKED THE IDEA TO MIX DIGITAL/TECHNOLOGICAL SIDE WITH AN ACID FLOWS. NICE IMPACT. IT ATTRACTS ATTENTION.

I COULDN'T EVEN IMAGINE THAT THIS FAMOUS SPORT BRAND LOGOS CAN FORM A SNEAKER OF SUCH A GREAT SHAPE! THE BEST IDEA!LOVE IT!!

Reflection of thr year and taught sessions

The year was ok. I discovered a lot of new and interesting information and experience in advertising sphere. The projects were great. I had an opportunity to use and to develop my creative skills. I loved our trips to London and to New York. They were inspiring and helpful. I could see how does it work in the number one agencies.

There were only few disappointments. First one I that to my great regret Alison left us. I’m very happy for her. Her dream came true, but I liked her attitude to an advertising and her comments to my work. Second one is that Kay was out at the end of our term.

In whole the the studying process was a little bit unorganized. The tasks were mixed, there were lack of information provided(for example our PPD file and blog. We had to write about whole year but first time we heard about it in march.)

I really hope the next year would be better.