Advertising/Promotion
Advertising Creative Appeals – DE 949 Discusses the six most common and successful advertising creative appeals: Fear, Humor, Sex, Scarcity, Rational and Emotional. Proven approaches to employing each appeal is well documented by advertising research cited in the program. Means-end chain theory, informational vs. transformational reinforcement and using leverage points are covered. Both print ads and TV commercials are used as examples. A clinical psychologist briefly comments on the natural human response to each appeal. Fast paced & interesting for students. 2006 ed. 23 min. VHS $125 DVD $135
The Clios 2006: Parts I & II – FH 911 Documents 2006’s winners of the gold, silver, and bronze Clio Awards. Entries include Honda’s “Impossible Dream,” Microsoft Xbox 360’s “Water Balloons,” Nike Free’s “Reincarnate,” Rexona’s “Stunt City,” Snickers’ “Bald,” Vodafone’s “Mayfly,” AOL’s “Bad,” Volkswagen Polo’s “Angel’s Day Off,” Toyota Camry’s “Knives,” GE’s “Ecomagination,” Amnesty International’s “Candle,” and Gun-Free Society’s “Children” (No preview). 2007 ed. 2 parts: 103 min. DVD $275
Best of 2006: Clio Gold Plus – FH 912 Comprises the best Clio gold and silver winners for 2006. Entries include Honda’s “Choir,” Guinness’ “noitulovE,” Adidas’ “Hello Tomorrow,” MINI’s “Counterfeit,” Carlton Draught’s “Big Ad,” Pfizer Canada Viagra’s “Golf,” Pampers’ “Lullaby,” Peugeot 1007’s “Easy Life,” Mercedes’ “Office,” Bangkok Insurance’s “Twister,” and Centre For Disease Control’s “Sun” (No preview). 2007 ed. 43 min. DVD $175
Inside Saatchi & Saatchi: A Spirited Case Study – FH 938 Can Saatchi & Saatchi turn Sagatiba Cachaca, a sugarcane liquor popular in Brazil, into a globally recognized brand? Tracks the Sagatiba launch from start to finish and reveals the inner workings of an ad agency whose name is synonymous with success. Footage of key agency players brainstorming, client meetings, producing commercials, and illustrates how the iconic Jesus statue in Rio became the model for a cool young look-alike who stands in image of the “Pure Spirit of Brazil.” (US only) 2005 ed. 40 min. VHS/DVD $120
America’s Ad Icons – FH 943 The best product mascots and corporate ambassadors share two key features: they become indelibly associated with the things they represent and remain relevant over time. Uses case studies of Tony the Tiger, Charlie the Tuna, the Energizer Bunny, Jack in the Box, Colonel Sanders, Kool-Aid Man, Mr. Peanut, Morris the Cat, and Mr. Clean to illustrate different approaches to creating memorable brand icons. The psychology behind their remarkable consumer and cultural appeal is discussed. 2001 ed. 51 min. VHS/DVD $120
Behind the Screens: Hollywood Goes Hypercommercial – MEF 794 As the techniques of product placement, tie-ins, and cross-promotions have become commonplace in Hollywood, the film industry has increasingly become a commercial, rather than artistic sphere. Explores this trend with an array of film clips and incisive interviews with film scholars, cultural critics, political economists, and industry insiders. (No preview) 2000 ed. 37 min. VHS/DVD College $195, High School $95
Deadly Persuasion: The Advertising of Alcohol & Tobacco – MEF 771 Jean Kilbourne exposes the manipulative marketing strategies and tactics used by the alcohol and tobacco industries. Illustrating her analysis with current advertising examples from mainstream and trade sources, Kilbourne presents a compelling argument that these industries have a clear and deep understanding of the psychology of anxiety and addiction – an understanding they exploit to create and feed life-threatening dependencies on their products. (No Preview) 2004 ed. 60 min. VHS/DVD University $275 High School $150
Killing Us Softly – MEF 729 Jean Kilbourne’s pioneering work helped develop and popularize the study of gender representation in advertising. Her films have influenced millions of students internationally, across two generations. Kilbourne uses over 160 ads and TV commercials to critique advertising’s depictions of women. With wit and warmth, Kilbourne invites viewers to look at familiar images in a new way–-one that empowers them to take action. She is frequently interviewed on national TV, and has spent many years researching media images and their effects on young people. (No preview) 2000 ed. 34 min. VHS/DVD College/University $295, High School $150
What Makes a Great Advertisement: Part I – FH 797A Nine judges from the Clio Executive Juries talk about how creatives get their ideas, the dangers of overtesting ads, and the need for more effective advertising. Industry executives from Goodby Silverstein & Partners, Young & Rubicam, London; CLM/BBDO, Paris; Scholz & Friends, Berlin; Ginkgo Saatchi & Saatchi, Montevideo; and Leo Burnett, Kuala Lumpur; discuss commercials such as Volkswagen’s “Snowplow,” Maxell’s “Israelites,” and Little Ceasars’ “Focus Group” to provide insights into what makes a TV spot a success. 2000 ed. 30 min. VHS/DVD $150
What Makes a Great Advertisement: Part II – FH 797B Thirteen judges from the Clio Executive Juries speak on topics such as the teamwork involved in making an ad, how a campaign sometimes shocks people’s ideas of advertising, and the motivation for being in the advertising business. Industry leaders from prominent agencies including Fallon McElligott, Minneapoilis; Ogilvy & Mather, Mumbai: Paradise DDB, Stockholm; Clemenger/BBDO, Melbourne; and Agulla & Baccetti, Buenos Aires, analyze TV spots such as MTV’s “Jukka Brothers” and Diesel Jeans” “A Day in Pyongyang” and several print ads and posters from the Clio archives. 2000 ed. 30 min. VHS/DVD $150
The Overspent American: Why We Want What We Don’t Need – MEF 772 Juliet Schor scrutinizes what she calls “the new consumerism,” a national phenomenon of upscale spending shaped and reinforced by a media system driven by commercial interests. Illustrated with hundreds of media examples. (No Preview) 2003 ed. 55 min. VHS/DVD University $250 High School $125
Promotional Process in Marketing (PowerPoint CD) – CE 745 Promotion plays an important role in business. PowerPoint presentation details the types, elements, and roles of promotion. Students learn the concept of promotional mix, promotional activities, communication process, and learn to differentiate between product and institutional advertising. 2003 ed. 68 slides $90
Planning & Producing the Advertisement – EJD 604B Discusses the importance of projecting sales and profits in the context of planning the retail advertising campaign. Follows each stage of the retail-advertising process from target market selection, developing creative, producing the ad, and culminates with media placement. Interviews with advertising professionals from an ad agency, design studio, direct mail marketer and department store. 2001 ed. 20 min. VHS $125 DVD$145
Marketing Communications: Personal Selling, Sales Promotion, Advertising, and Public Relations – CTC 649 For many people, the term “promotion” only means advertising. This program explores the many kinds of “promotions” that marketers use. Shows how different kinds of promotions can be combined to produce a compelling, integrated marketing communications plan. 1999 ed. 60 min. VHS/DVD $160
Sales Promotion: It's a Team Effort CE 358 A case study of a back-to school department store promotion. Follows the promotion from planning, through execution, and evaluation. 1995 ed. 15 min (SALE) $110
2006 International TV Commercials Award Winners - LIA 330 Contains the 2006 “Winners” tape of the London International Advertising Awards. The very best in TV advertising throughout the world in 17 product categories as well as the winners in technical and special categories. (No preview) 2006 ed. 45 min DVD $100.
U.S. Golden Oldies – LIA 554 This collection consists of some of the best-loved and most memorable television commercials ever created. These classic spots contain humor, famous jingles, celebrities and fantastic demonstrations. See the diversity and ingenuity of American advertising. (No preview) DVD 1999 ed. 30 min. $100
Sports Endorsements Commercials – LIA 608 Sports stars have been endorsing products on television for many years and in many ways. See the evolution of athlete endorsements from the simple sales pitches of the 1960’s to the high-tech, special effects extravaganzas of the 1990’s. Contains some of the funniest and most memorable spots created over the last four decades. A “must have” video for a sports marketing course. (No preview) 2000 ed. 25 min. DVD $100
Dot.Com Commercials – LIA 609 Features the best of Dot.com commercials from both the US and around the world. Dot.com/Internet marketers have become major players in TV advertising, particularly during Superbowls. A “must video” for any Internet advertising or e-commerce course. (No preview) 2001 ed. 25 min. (SALE) $100
Bob Garfield’s “Advertrocities” – LIA 727 Bob Garfield, columnist and ad critic at Advertising Age, has seen a lot of great commercials. But he’s seen a lot of terrible commercials, too. Horrible commercials! Pitiful commercials! Absolute Advertrocities! In this sometimes hilarious, sometimes disturbing, always provocative presentation, Bob revisits the most irredeemable advertising he has ever seen and tries to understand how they could possibly have ever seen the light of day. (No preview) 2001 ed. 40 min.(SALE) $100
Promotional Strategy for Small Business - DE 134B A comprehensive strategy for attracting customers may be the most important element of the business plan. Leads entrepreneurs through the promotion plan of target market identification, setting communication objectives, setting the appropriation, selecting the communication vehicles, and evaluation. Many helpful suggestions to aid the entrepreneur in gaining maximum results from small ad budgets.1995 ed. 21 min VHS $125 DVD
Advertising Agency - DE 136 Discusses how agencies are organized -- the functions they perform and how they are compensated by clients. Shot on location at Harris Drury Cohen, a full-service agency with $90 million in billings. Shows the daily operation with comments by personnel in creative, account management, marketing services and management. 1998 ed. 23 min. VHS $125 DVD $135
Advertising and Marketing on the Internet - DE 512 Is the Internet "Marketing Heaven" or just an overrated marketing tool? Is it just another medium or does it provide a unique opportunity for advertisers? Focuses on the use and appropriateness of marketing & advertising on the Internet. Special topics include target audiences, structural considerations, efficiency, closure and critical issues in Web page design. By Dr.P. Rutsohn 2001 ed. 26 min. VHS $125 DVD $135
How to Design Your Own Web Site: Parts I & II – EVN 558 Part I covers what a Web site is, the importance of Web design, important terms for Web designers, tools needed and Web design strategy. Part II covers creating a Web site using HTML; how to create HTML tags, hyperlinks, graphics, sounds, movies; and uploading your Web site. Two high-tech productions that are presented in an easy-to-understand format. 2000 ed. 16 min. & 12 min. $115
Desktop Publishing: Getting the Message Out – SW 601 Home-based businesses, consultants, and graphic designers can professionally produce everything from restaurant menus to glossy business reports. DTP is a low-cost alternative for small businesses to communicate with customers and promote their products. Covers the basics of digital design, page layout, hardware and software requirements and career opportunities for DTP designers. 2000 ed. 22 min. VHS/DVD $110
Behind the Scenes: Printing – MEC 612 From the daily newspaper to the ticket that admits you to the movie, the printing industry is responsible for most of the magazines, brochures, flyers, coupons, and posters that you read. Go behind the scenes to see how materials are prepared before they end up on the equipment that produce a book or a brochure. Find out what specific tasks it takes to complete the process, from the sales department, through layout and design, and on to the printing presses. 2000 ed. 20 min. VHS/DVD $110
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