Saturday, October 23, 2010

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Stories disenchantment.

Once upon a time, a large supermarket chic who also wanted to make public or at least perceived to be public. Its product offering is translated into furniture, interior decoration, sports, crafts, cooking, cosmetics and others. And to lend a nine to his communication, she turned to an agency that he devised a series of bi-media campaigns (TV and display) without forgetting the branding of vehicles for deliveries. The magic of opera. The joint action of the TV broadcast on Canal 2 and the display in major intersections in Douala dopa attendance at the supermarket and certainly sales. Before that, the large surface area also featured promotional SMS to Orange customers who can benefit from 10 to 20% discount on purchases.

And then there was the case Alex Siew. This client had purchased a salon in Leather whose value is in millions and which unfortunately has deteriorated to the speed of light leaving the show thinking that was not so-leather than that. Note that the large surface offered enterprises a platform to equip their employees with a deferred payment. Despite the claims of Mr. and raises Siewe, the large surface persisted in not considering it had a duty to replace the defective acquisition. Then it began a campaign of denunciation / awareness on the Internet. Send emails grouped, posted on facebook and supporting reactions, the large surface relented. The client with successful ad still on the same Internet that supports the large area and he found a settlement agreement.

Any fairy tale that looks like a happy ending.

In real life, the reality is quite different, and now the champions of the supermarket or even the manufacturers of industrial and consumer product or service operators must understand that targets consumers have, beyond Consumers associations (almost non-existent here), forums expressions relayed by the entire Internet community. One recalls the tolerance has led to the termination Zik MTN service by the website information Kai-Walaï. So much so that senior management has responded with a press release.



Going back to our history of large area called Orca, we are surprised today that it displays news in a style totally opposite of what she has presented at its Voodoo signed earlier campaigns. Is it reasonable to think that campaigns Galleries Peyrissac sowed the seeds of a profound disenchantment between Voodoo and Orca?

Still, Orca plays dangerously with his image at the point of breaking off a piece to perfection. Look, a layout (this is the case to say because it's not created) made anyhow with photos of a platitude disconcerting. For good measure, Graphic Media (agency? Governed? Printing?) Goes (with the complicity of the advertiser distracted?) To change the signature. It then passes the Universe choice of the Universe of choice. Great revolution in all.

Monday, October 18, 2010

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Best Promo of the Year?


It began with a teaser River became the hallmark of the house Camtel. 4 weeks and then the revelation came as a great good news 10 days ago: Call Unlimited Internet and 29 900 FCFA per month.

Far from praising the creation, we must still praise the bid itself. And recognize that despite its flaws and waste in communication about its offerings, Camtel remains a major player in the telecom sector, more in the democratization of tenders. He is the considerable decrease in the prices of national calls and outwardly with Easy and Easy Call Cityphone through the platform, he also has easy access to the Internet through CDMA Cityphone still supported by and here we ascend a notch with the offer + Unlimited Internet Call Waiting. A provides clear and precise. Offer no frills does not need an asterisk to indicate to the consumer, the conditions of use. An offer to which all subscribers Camtel assimilate or not.

You want to say, that's the promo. Because it meets the goals expected of a promo (1) increase sales (2) recruit new consumers through product testing (3) reward existing consumers by loyalty to the brand / product.

Exit the false promises of gains dubious exit gains that do not lead off, exit the path-to-reward long, tiresome and frustrating, with forms to fill in for live hope for a favorable draw. A true promotional refocuses on the product / service. A true promotion highlights the product and acts as an aggregator of interest vis-à-vis the product / service, is to buy what he is. A true promotion strengthens the credibility of the brand and nothing else. A true promotional offers to consumers that it is entitled to expect the product or service and not as land, cars, gadgets or even computers or cameras in fashion.

Camtel Bravo. Far from being original, the tender has the merit to attract the attention and interest of the public. The yellows and oranges had better held despite the millions of subscribers they display. Camtel, could strike even harder with a triple-pay! Innovate!

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Elections Cameroon


When the President of the Republic signed a decree declaring the establishment of Elecam (published Friday, October 15, 2010 through the CRTV radio waves) after the SDF before the House Administrative High Court on October 7 to protest the call to register as voters by Elecam (Elections Cameroon) launched last June. Indeed, the autonomous and independent structure to organize and monitor elections created by Law No. 2006/O11 of December 29, 2006 should be recognized by presidential decree.

Since June 2010, Elecam multiplies meetings and interventions on radio and TV call for people to register as voters. 15 days ago, another step was taken with the display. The poster is simply indescribable, the zero level of creation because we've seen worse with the tobacco awareness campaign that forced manufacturers to spend 50% of the package of prevention messages.

whether the presidential decree cancels the previous actions of Elecam, no No one knows. But if the decree can at least help désafficher this grave insult to the fields of communication and advertising, we would be relieved. How can we imagine that the Cameroonians will assimilate more than 3 paragraphs of text in 5 seconds or less. Must stop at the edge of our roads and risk being hit by motorists because they want to read the entire hiatus incomprehensible Elections Cameroon? Because it is not there a 4x3m, but a flyer 12m ² equally ineffective!

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When are we going to pool communications sporting events have become annual events that animate our landscape? Why always go its own way when we work for the same cause? The administrators of events in this country is when?

Issued at its 10th edition, communication around the Grand Prix Chantal Biya International Cycling penalty to enroll in a professional sense. The official sponsors are content to illustrate their financial involvement and / or logistics through the display. And even if this view was brilliantly thought it would be a big step. Besides the display remained PMUC true to its color coding and graphics but mostly clean and festive, Camtel we used a large mess altogether messy dragging with it the flurry of second-class sponsors listed below pitifully poster. Worse, we flanked the display of the first lady as if the fact that competition bears his name does not quite enough already. We are not far from communications banana republics where the image of political personalities are used extensively. In our case, the use of the image of important people by their proximity to power, must comply with codes very sharp especially when entering the field of advertising. In Cameroon, the reputation and popularity of the first lady is well again, so why use his picture? "

Without preaching for the display of PMUC, it is high time that our sports competitions or any other event of great magnitude is capable of administrators to gather all the sponsors around a communication profitable to everyone. One creation as is the case of the Auto Show in Paris (October 2 to 17), relay communication beyond the display. Here, the display seems to be the ultimate media visibility. Normally, the support where it is allowed to do anything in violation of the public. How to explain that there is no TV coverage if the reports in newspapers that are repeated in TV sports programs.

So, dear sponsors logos on posters ... It's a little light you can not find?!