| (HealthCastle.com) Are you overwhelmed by the variety of frozen desserts available on freezer shelves? Terms like "premium", "low-fat", "fat-free", "sugar-free", "non-dairy", and so on can be very confusing. So how should you go about choosing an ice-cream product that you can indulge every day? Let us show you. Get Smart with Ice Cream Traditionally, ice cream is made with heavy cream loaded with saturated fat (the bad kind of fat). Some premium brands shockingly contain more than 10 grams of saturated fat and 300 kcal per half cup! If a frozen dessert treat is something you eat every day, it may be time to try the lower-fat versions.  Non-believers claim that lower-fat foods do not taste as good. But you really have to try them out before making such an assumption. A few brands have mastered the technology of making lower-fat ice cream taste good without so much fat. As a matter of fact, it is often difficult to tell that you're eating a light or low-fat version. Breyers, for instance, has made their Double Churn Light and Double Churn Fat Free very tasty. Your kids will never suspect that you are serving up healthier ice cream.  We also love the Skinny Cow Low Fat Fudge Bar. What's not to love this generous portion with only 100 calories and 0.5 g of saturated fat! As a general rule, choose an ice cream product with less than 120 calories and 2 g of bad fats (add up saturated fat and trans fat) per serving. What to be Wary About
Go for Frozen Yogurt  Let's set the record straight: frozen yogurt does not have the same tartness found in yogurt. Indeed, frozen yogurt tastes more like ice cream than yogurt. If you feel the lower-fat ice cream is not creamy enough, you will be delighted with frozen yogurt! Half a cup of frozen yogurt usually contains 100 kcal and less than 2 grams of saturated fat. We like Dreyer's/Edy's Slow Churned Frozen Yogurt. No only does it fit the calorie bill, it also claims to be the only frozen yogurt that contains beneficial active bacterial culture. However, not all frozen yogurts are low in calories. Despite its low fat content, a serving of Ben and Jerry's frozen yogurt still has 160 kcal, and most of its calories come from sugar! So always read the labels. What about non-dairy frozen desserts? There are options for non-dairy fans. Mostly sugar and fruit, sorbet is a fat-free frozen dessert alternative. Soy or rice ice cream is low in saturated fat. It is important to note, though that not all non-dairy desserts are low in calories. The terms "fat-free" and "non-dairy" do not necessarily mean low in calories. Therefore, always use the Nutrition Facts label when comparing products. What about Popsicles? Popsicles are available in various versions from regular to fat-free to sugar-free. Some contain dairy; some are only made with sugar and ice. It pays to always read the Nutrition Facts label and ingredient list. Look for real fruit juice on the ingredient list. For a healthier popsicle version, make home-made popsicles by freezing real fruit juice or yogurt in popsicle molds.
http://www.healthcastle.com/frozen_dessert.shtml | ||
Monday, February 28, 2011
Healthy Ice Cream 101 article
L.A. Times article paleta shops
SUMMER'S TROPICAL FREEZES
Paletas: Icy, spicy, cool
Handmade paletas — Mexican ice pops — have traditional flavors and cutting-edge style.
By Betty Hallock
August 22, 2007
SUMMERTIME is paleta time. These Mexican ice pops -- chock-full of chunks of fresh fruit and available in a hypnotizing array of colors and clear, not-too-sweet flavors -- conjure images of hot afternoons in the park, time spent on a bench under a shady tree, clear blue skies dotted with red, white and green balloons.
That's not just some idyllic Latino-Rockwellian fantasy. On a recent 80-degree-plus weekend in the courtyard of Plaza Mexico in Lynwood, a family of five took advantage of a park bench and a view of a replica of the Ángel de la Independencia, each of them holding fast to summer by his or her Popsicle stick. Customers at the nearby Paletería La Michoacana, a small, often crowded shop tucked into a corner of the plaza, lined up for paletas in flavors such as tamarindo, hibiscus flower and mango con chile. (If summer in L.A. had a flavor, it might be mango con chile.)
But if you haven't yet visited one of L.A.'s many neighborhood paleterías, you most likely haven't experienced fresh, handcrafted made-on-the-premises ice pops. Really, you've never had Popsicles or ice cream bars like these -- a treat so idolized that one city in Michoacán has even raised a statue of a paleta at the entrance to the town.
Luckily, the paletería business here is expanding, reaching Latinos and non-Latinos alike. Cities in Mexico might boast a paleta shop on every other corner; maybe Southern California is catching up.
"We really wanted to introduce paletas to non-Latinos," says Monica Ulla, co-owner of one-year-old La Mich Paletería, located in a major shopping center in Duarte. She and her partner have plans to open other shops in Los Angeles. "A lot of paleterías are located in Hispanic neighborhoods because they can do good business.
"Anyone who's not familiar with paletas might think they're just Popsicles. We have to explain that everything's made with fresh fruit, and that they're all made in the store every day -- we do everything by hand. And then they fall in love with the flavors."
--
A Proustian power
FOR those already intimately familiar with them, paletas have Proustian power, their flavors based on those traditionally found in Mexico: creamy, sweet mamey, a fruit that tastes almost like a cross between sweet potato and avocado; tuna, the fruit of the nopales cactus; custardy chongos, sweet curdled milk with cinnamon; cajeta, or caramel; grosella, a type of currant; pepino con chile, cucumbers with chile; rompope, a rum-flavored ice cream bar that tastes a lot like egg nog; arroz, a rice ice cream bar spiked with pieces of cinnamon stick; guanabana, or soursop; nance, the tiny, slightly acidic tropical fruit often listed on paleta menus as yellow cherries.
Traditional, yeah, but to some, they might seem cutting-edge, even -- or especially -- at a time when pastry chefs can't seem to stop putting their reinvented Creamsicles on restaurant menus and the "frozen yogurt wars" have reached the peak of tediousness.
The menus of paletas from shop to shop might echo one another, but each paletero will have his own flair.
The world of paletas, which translates literally as "trowels," is divided in two: paletas de aguas (water-and-juice-based pops) and paletas de leche, or de crema, (milk- or cream-based pops). The icy paletas de aguas are beautifully, barely transparent and have pieces of fruit suspended throughout (though sometimes concentrated at the stick end because the fruit floats to the top of the mold during quiescent freezing).
Bite into a paleta de leche, and it's a little creamy when your teeth first sink into it, but at the center there are still compact ice crystals, the stuff that gives you tingles of pleasure. Stacked up in freezer cases, they sort of look like individually wrapped troops in formation -- the purple ones together, the red, the yellow, the ones with inserted panes of membrillo or guava paste, all for about $1.50 each.
They're more straightforward than raspados (shaved ice often layered with fruit and syrup) and more transportable than ice cream cones -- people show up with their coolers outfitted with dry ice and buy dozens of paletas at a time, hence the "buy-10-get-2-free" (or even "buy-20-get-4-free") offers.
"Sometimes people say, 'What's so hard about making paletas?' " says Rogelio Garcia, owner of Delicias de México, a bright-pink-and-white-striped paleta parlor in Garden Grove in the shadow of the 22 Freeway.
On hot days he might make as many as 500 to 1,000 paletas. "It's not as easy as you'd think." But he's not giving up any secrets, family secrets. His recipes, which include a paleta de leche studded with corn, and a pico de gallo paleta made with pineapple, jicama, cucumber and mango, are from cousins who own ice-cream parlors in Tijuana and Enseñada. (He also makes a simple but amazing mangoneada -- a frozen mango pop in a plastic cup, flavored with lemon and salt and dipped in tart chamoy syrup, made from a plum-like fruit.)
Like many a paletero, Garcia is from Michoacán, from the village of Tocumbo, where a statue of a giant, three-story-high pink paleta greets visitors to the town; inside the giant paleta is a blue globe covered by, what else, more paletas. In Mexico, there are thousands of paleterías called La Michoacana or La Flor de Michoacana or Delicias de Tocumbo.
In the '40s, two Tocumbans established an incredibly successful paletería business in Mexico City and subsequently helped others from Michoacán open their own shops throughout Mexico, with an emphasis on making paletas on the premises.
In downtown Los Angeles, at Paletería La Michoacana (unrelated to the one in Plaza Mexico), Jorge Barragán makes paletas the way his father taught him. His father had opened a Paletería La Michoacána in Mexico in the '60s.
"Everybody knows that name. Same name, different owners," says Barragán, who's from Los Reyes, Michoacán, and who opened his own shop seven months ago.
"But everybody has a little touch [to their paletas] that's different."
Among stacked boxes of strawberries and mangoes, Barragán -- whose father, mother and sister also sometimes work alongside him in the tiny jewelry-district store -- pulls out one of his stainless steel paleta molds and starts filling each slot with nuez, which translates as nut or walnut, but he (and others) often uses pecans. Each mold holds 40 paletas, and he fills each slot to the brim with whole pecans, then pours in his ice-cream base and inserts wooden sticks; there are so many pecans that they hold the sticks upright in the liquid ice-cream base. He then places the mold into a bath of cold brine solution that freezes the paletas in 20 to 30 minutes.
--
Labor-intensive
AMONG Barragán's paletas de leche, the nuez is one of the most popular, crammed with so many nuts that there are more pecans than ice cream and so many that he charges $3 (instead of the normal $1.75).
He says one of the most labor-intensive paletas is his "cheemisse" -- and it's better than a Creamsicle turned inside out. The center of a partially frozen ice cream paleta is hollowed out and filled with fresh strawberries, then returned to the freezer. A peanut paleta is made with just a little bit of milk -- it's listed as a paleta de agua -- nutty and icy. To a paleta of pineapple and chamoy he adds a little Tapatío sauce, a little lime and a little salt for the right balance of sweet, tart and spicy.
"You can't use too much salt in paletas or they don't freeze right," he says. "And the paletas shouldn't be too sweet either, because that just makes you thirsty."
In his two freezer cases, his inventory includes more than 30 flavors of paletas made from recipes from his father or sister.
"I have customers who don't know what the flavors are," Barragán says, "but they just start at one end of the freezer -- 'this one, then this one, then this one' -- and work their way to the other end. . . . They taste it once, and they come again."
The best and freshest: Discover handmade paletas
HERE'S a selection of paleterías in Los Angeles and Orange counties. Each offers a wide variety of delicious, made-on-the-premises paletas.
Delicias de México. Don't overlook the corn paleta de leche, savory-sweet and creamy, at this fantasy pink-and- white-striped ice cream parlor. Other favorites among the more than two dozen flavors are the spicy ones, such as cucumber or mango with chile. The paleta supplies run low on Sunday afternoons; get there early. 13466 Harbor Blvd., Garden Grove, (714) 590-0031.
La Flor de Michoacán. His tiny, hard-to-find shop might be spare décor-wise and he might not always stick his sticks in straight, but Albert Garcia makes some of the best paletas around. Try his coconut paleta de agua, shaggy with big strips of fresh coconut, or the mango with chile that strikes just the right balance between spicy and sweet. 1750 S. Main St., Suite B, Santa Ana, (714) 664-0701.
Mateo's Ice Cream and Fruit Bars. A small chain with a big menu -- of paletas, nieves (ice cream), licuados (shakes) and vampiros, or "vampires," vegetable juices. Paleta flavors might include tejocote (a Mexican fruit resembling crab apple) and pitaya, or dragon fruit. 1250 S. Vermont Ave., No. 105, Los Angeles, (213) 738-7288; 4222 W. Pico Blvd., Los Angeles, (323) 931-5500; 4929 S. Sepulveda Blvd., Culver City, (310) 313-7625; 522-B E. Vine Ave., West Covina, (626) 919-2090.
La Mich Paleteria Mexican Ice Creamery. A bright, contemporary paleta shop with plenty of seating and lots of options. You can even get any paleta dipped in chocolate and covered with coconut or nuts (resulting in "The Big Mich") or dipped in chamoy syrup for a chamoyada. 1026 Huntington Drive, Duarte, (626) 359-6333.
La Nueva Reyna de Michoacán. A popular nevería in Santa Ana's Fiesta Plaza, right next to a merry-go-round. Favorite paleta: a creamy strawberry one with a big, whole strawberry at the base, right where the paleta meets the stick. 300 E. 4th St., Santa Ana, (714) 835-0394.
Paleteria La Michoacana. Passion fruit, blackberry, soursop, nopales fruit, coconut, cantaloupe, watermelon, pistachio -- so hard to choose, but you can't go wrong. A yogurt paleta is tangy-creamy and filled with nuts and chunks of peach, apple and strawberry. The peanut paleta is one-of-a-kind: made with just a touch of milk, it's not so much creamy as icy with lots of crushed peanuts throughout. 306 W. 7th St., Los Angeles, (213) 623-2650.
Paleteria La Michoacana (unrelated to above). It can be standing-room-only at this paleta shop located in the Plaza Mexico shopping center and food court; stroll the courtyards with paletas in hand. The mamey paleta de leche has the perfect balance between fruit and ice cream. 3100 E. Imperial Highway, Building B1, Unit 1315, Lynwood, (310) 603-1943.
Paleteria Limon. Grab a number and stand in line for a vanilla ice cream paleta studded with raisins, or a pineapple paleta spiked with chile, or a chicle paleta -- bubble-gum flavored with a couple of gum balls inserted into the ice pop on either side of the stick, something to chew on after your paleta is long gone. 6100 Atlantic Blvd., Maywood, (323) 773-8806.
Betty Hallock
--
Cucumber-chile paletas
Total Time: 30 minutes, plus freezing time
Servings: 9 (3-ounce) paletas
Note: From recipe tester Noelle Carter. Popsicle molds are available at select Bed, Bath & Beyond stores and online at target.com and amazon.com.
2 pounds (about 2 large) cucumbers, plus an additional half cucumber, divided
1/3 cup fresh lime juice
½ cup sugar
1 dried New Mexico chile pepper, slightly crushed
1 teaspoon New Mexico chile powder
1 teaspoon cayenne chile powder
1 teaspoon salt
1. Place empty ice-pop molds in the freezer to chill. Dice 2 pounds of the cucumber into 1-inch pieces; do not remove the skins. Place the pieces in a food processor or blender and purée until smooth. Strain into a medium bowl through a fine mesh strainer, pushing out the juice with some of the pulp. You should have 2 1/2 cups juice and pulp. Set aside.
2. Peel the remaining half-cucumber and cut it into half-inch-by-one-eighth-inch pieces. Set aside in a small bowl.
3. Add the lime juice, sugar and crushed chile pepper to a small sauce pan. Cook over medium heat, stirring occasionally, until the sugar is dissolved. Remove the syrup from the heat and cool slightly.
4. In a small bowl, combine the chile powders. Strain the cooled syrup into the bowl with the cucumber juice, discarding the crushed pepper. Stir in the salt and one-fourth teaspoon of the combined chile powders.
5. Pour some of the mixture into each mold, leaving about a half-inch of space at the top. Stir several pieces of cucumber into each mold. Place lid on the molds and fit with the wooden stick. Place the molds in the freezer and freeze until solid, 2 to 4 hours.
6. Remove the molds from the freezer and run them briefly under warm water to loosen the paletas. Gently pull them from the molds and sprinkle the tops lightly with the remaining chile powder mixture to taste, if desired. Wrap the paletas in plastic wrap and return them to the freezer if not serving immediately. They will keep 1 to 2 weeks in the freezer.
Each paleta: 54 calories; 0 protein; 13 grams carbohydrates; 1 gram fiber; 0 fat; 0 saturated fat; 0 cholesterol; 263 mg. sodium.
Middle Class Salary Range
What Is an Average Middle Class Salary Range?
By Stephanie Chandler, eHow Contributor
updated: October 27, 2010
The 2008 census reported the medium income as $50,233.
What is the middle class, and who defines it? There is no solid description with clear salary ranges that define the middle class, but U.S. agencies and economists do try to put numbers to this seemingly abstract group of people.
- Poverty Line
- As of 2009, the poverty threshold as determined by the U.S. Census Bureau had not changed since 2006. For a family of four, it was $21,203. For a family of three, it was $16,530. For a family of two and unrelated individuals, it was $13,540 and $10,590, respectively.
- U.S. Census Quintiles
- The U.S. Census Bureau breaks down the reported household incomes into quintiles (or five divisions). In 2007, the middle quintile reported an income range of $36,000 to $57,660. Many economists and politicians alike believe this range is too narrow to encompass the true middle class of America. Therefore, a more generous range would include the middle three quintiles, which makes the range from $19,178 to $91,705. This range accounts for 60 percent of all households, and with the lower end balancing near the poverty threshold, this range may not be completely accurate.
- Median Income
- The 2008 census reported the medium income as $50,233. The PewResearch Center suggests that the middle income range is 75 percent to 150 percent of the median income. This would make the middle class income range $37,675 to $75,350. To most, this range seems small, and surveys conducted by the PewResearch Center find that many who fall outside this range still consider themselves middle class.
- Economist's Views
- Economist Gary Burtless of Brookings Institution indicates that the middle class encompasses from one-half the median income to twice the median income. This would make the middle class income range $25,117 to $100,466. MIT economist Frank Levy believes that those in the middle class have enough money to afford the basic building blocks of a good life, including a house, a car and money to pay necessary bills. He suggests that families in their prime earning years are middle class if they fall between $30,000 and $90,000.
- More Than Income
- Surveys conducted by the PewResearch Center confirm that salary, or income, range is not the only determining factor of what class a person considers himself. Four out of 10 Americans with incomes below $20,000 classify themselves as middle class. On the other end, one-third of those who enjoy incomes over $150,000 say they are middle class.
Interesting article from NY Times 12.10.10 about Global Middle-Class
Ben Franklin’s Nation
By DAVID BROOKS
Published: December 13, 2010
http://www.nytimes.com/2010/12/14/opinion/14brooks.html
After you read this column, go to YouTube and search “Hans Rosling and 200 countries.” You’ll see a Swedish professor describe the growth of global wealth and well-being over the past 200 years.
He presents an animated time-lapse chart. It starts in 1810, when the nations of the world were clumped on the bottom left-hand side of the chart because they had low income and low life expectancy. Then the industrial revolution kicks in and the nations of the West surge upward and to the right as they get richer and healthier. By 1948, it’s like a race, with the United States out front and the other nations of the world stretched in a long tail behind.
Then, over the last few decades, the social structure of the world changes. The Asian and Latin American countries begin to catch up. With the exception of the African nations, living standards start to converge. Now most countries are clumped toward the top end of the chart, thanks to the incredible reductions in global poverty and improvements in health.
This convergence is great news, but the change in the global social structure has created a psychological crisis in the U.S. Since World War II, we’ve built our national identity on our rank among the nations — at the front with everybody else trailing behind. But in this age of convergence, the world doesn’t have much of a tail anymore.
Some people interpret this loss of lead-dog status as a sign of national decline.
Other people think we are losing our exceptionalism. But, the truth is, there’s just been a change in the shape of the world community. In a world of relative equals, the U.S. will have to learn to define itself not by its rank, but by its values. It will be important to have the right story to tell, the right purpose and the right aura. It will be more important to know who you are.
Americans seem uncertain about how to answer that question. But one answer is contained in Rosling’s chart. What is the core feature of the converging world? It is the rise of a gigantic global middle class.
In 2000, the World Bank classified 430 million people as middle class. By 2030, there will be about 1.5 billion. In India alone, the ranks of the middle class will swell from 50 million to 583 million.
To be middle class is to have money to spend on non-necessities. But it also involves a shift in values. Middle-class parents have fewer kids but spend more time and money cultivating each one. They often adopt the bourgeois values — emphasizing industry, prudence, ambition, neatness, order, moderation and continual self-improvement. They teach their children to lead different lives from their own, and as Karl Marx was among the first to observe, unleash a relentless spirit of improvement and openness that alters every ancient institution.
Last year, the Pew Research Center surveyed the global middle class and found that middle-class people are more likely than their poorer countrymen to value democracy, free speech and an objective judiciary. They were more likely to embrace religious pluralism and say that you don’t have to believe in God to be good.
Over the next few decades, a lot of people are going to get rich selling education, self-help and mobility tools to the surging global bourgeoisie. The United States has a distinct role to play in this world.
American culture was built on the notion of bourgeois dignity. We’ve always been lacking in aristocratic grace and we’ve never had much proletarian consciousness, but America did produce Ben Franklin, one of the original spokesmen of middle-class values. It did produce Horatio Alger, who told stories about poor boys and girls who rose to middle-class respectability. It does produce a nonstop flow of self-help leaders, from Dale Carnegie to Oprah Winfrey. It did produce the suburbs and a new sort of middle-class dream.
Americans could well become the champions of the gospel of middle-class dignity. The U.S. could become the crossroads nation for those who aspire to join the middle and upper-middle class, attracting students, immigrants and entrepreneurs.
To do this, we’d have to do a better job of celebrating and defining middle-class values. We’d have to do a better job of nurturing our own middle class. We’d have to have the American business class doing what it does best: catering to every nook and cranny of the middle-class lifestyle. And we’d have to emphasize that capitalism didn’t create the American bourgeoisie. It was the social context undergirding capitalism — the community clubs, the professional societies, the religious charities and Little Leagues.
For centuries, people have ridiculed American culture for being tepid, materialistic and middle class. But Ben Franklin’s ideas won in the end. The middle-class century could be another American century.
Paleta info & images from internet search
Paleta Ad Campaign Research
hello susana & samantha,
info/research about paletas & healthy ice cream research...reading
i'm doing.
i am cc this to prof angela in case she has insight & see we or i am
headed in a totally bizarre, off-track manner.
this email is just to inform you what i am working on at the
moment...what research, reading i have done or am doing...
from angela,
BE PREPARED TO GIVE A BRIEF presentation ABOUT YOUR PRODUCT, TARGET
MARKET AND CAMPAIGN. ON THURSDAY MORNING AS A GROUP.
This will be like a client brief that you will present to the class.
No more than 5 minutes.
WHAT I HAVE HEARD SUSANA & SAMANTHA SAY OUR TARGET AUDIENCE IS TO
MIDDLE CLASS FAMILY WITH CHILDREN -MAYBE TORRANCE. LONG BEACH, OR L.A.
AREA. Roseannah's preference is local area such as hawthorne blvd in
torrance.
Just for info sharing - my research so far is to investigate the
'middle class'. I just finished reading book The Two Income Trap- Why
Middle Class Parents are Going Broke by Elizabeth Warren, c 2003.
This gave me an idea how competitive it is out there to remain middle-
class -high mortgage paid so their child can attend 'good' school
which really dips into discretionary funds. For their child to get
ahead -both parents feel need to work -yet that puts them at more risk
of financial crisis...
i'll further research middle-class needs...& inform group & prof.
Blogging summary of such to follow.
So the question I am focusing on at the moment is what are the needs &
desires?
If Susana & Samantha are doing other research - please let us know so
we dont all have to research the same topics. Below are other
considerations/research to be done.
ASG2; INTRO TO Mexican Michoacan ice cream store in Torrance.
Palette Campaign
LAB Time RESEARCH
Teams selected
Start going where ever you can to find out about your company
from angela: research...research...research
Understand the product and company.
b. What are the needs and desires?
c. What is the advertising objectives?
d. Who is you competition
fundamentals of creative advertising
Below is info i've gleaned from textbook of things to consider...
brief:
where are we now
where do we want to be?
primary obj of campaign; increase in sales or consumer perception of
brand
what are we doing to get there?
integrate with mkting dept
who do we need to talk to?
tell agency as much as possible about the target audience & potential
customers; who they are; why they buy; or dont buy the brand
How will we know when we've arrived
mkt research b4 & after campaign
know target audience attitudes towards the product, buying process
client brief should detail curr position of the brand - terms of
sales , mkt share, distribution & consumer attitudes. be honest about
the brand/product -its weaknesses and strengthes
campaign planning & strategy
STRENGTHS compare to competitors
WEAKNESSES problems for brand
OPPORTUNITIES mkt to new target audience
THREATS -new competitor entering the mktplace restrictions due to
legislation safety code.
attitudes to the brand
MARKET RESEARCH
track changes in brand consmption & awareness b4 and afteer ad campaign.
Mintel and keynote are examples operating in dif countries. they prod
detailed mkt reports using info compiled from many dif sources. und
issues rel to mkt as a whole. they also consider future trends which
co match to their predictions.
research: ask folks on the street - about paletas?
mystery shopping: in-store obs survey track consumer beh
now we have the brief from the client - CAMPAIGN PLANNING CYCLE
identify key competitors - how great is their media presence
how is the product dif from key competitors?
how high is spontaneous awareness of the brand?
info/research about paletas & healthy ice cream research...reading
i'm doing.
i am cc this to prof angela in case she has insight & see we or i am
headed in a totally bizarre, off-track manner.
this email is just to inform you what i am working on at the
moment...what research, reading i have done or am doing...
from angela,
BE PREPARED TO GIVE A BRIEF presentation ABOUT YOUR PRODUCT, TARGET
MARKET AND CAMPAIGN. ON THURSDAY MORNING AS A GROUP.
This will be like a client brief that you will present to the class.
No more than 5 minutes.
WHAT I HAVE HEARD SUSANA & SAMANTHA SAY OUR TARGET AUDIENCE IS TO
MIDDLE CLASS FAMILY WITH CHILDREN -MAYBE TORRANCE. LONG BEACH, OR L.A.
AREA. Roseannah's preference is local area such as hawthorne blvd in
torrance.
Just for info sharing - my research so far is to investigate the
'middle class'. I just finished reading book The Two Income Trap- Why
Middle Class Parents are Going Broke by Elizabeth Warren, c 2003.
This gave me an idea how competitive it is out there to remain middle-
class -high mortgage paid so their child can attend 'good' school
which really dips into discretionary funds. For their child to get
ahead -both parents feel need to work -yet that puts them at more risk
of financial crisis...
i'll further research middle-class needs...& inform group & prof.
Blogging summary of such to follow.
So the question I am focusing on at the moment is what are the needs &
desires?
If Susana & Samantha are doing other research - please let us know so
we dont all have to research the same topics. Below are other
considerations/research to be done.
ASG2; INTRO TO Mexican Michoacan ice cream store in Torrance.
Palette Campaign
LAB Time RESEARCH
Teams selected
Start going where ever you can to find out about your company
from angela: research...research...research
Understand the product and company.
b. What are the needs and desires?
c. What is the advertising objectives?
d. Who is you competition
fundamentals of creative advertising
Below is info i've gleaned from textbook of things to consider...
brief:
where are we now
where do we want to be?
primary obj of campaign; increase in sales or consumer perception of
brand
what are we doing to get there?
integrate with mkting dept
who do we need to talk to?
tell agency as much as possible about the target audience & potential
customers; who they are; why they buy; or dont buy the brand
How will we know when we've arrived
mkt research b4 & after campaign
know target audience attitudes towards the product, buying process
client brief should detail curr position of the brand - terms of
sales , mkt share, distribution & consumer attitudes. be honest about
the brand/product -its weaknesses and strengthes
campaign planning & strategy
STRENGTHS compare to competitors
WEAKNESSES problems for brand
OPPORTUNITIES mkt to new target audience
THREATS -new competitor entering the mktplace restrictions due to
legislation safety code.
attitudes to the brand
MARKET RESEARCH
track changes in brand consmption & awareness b4 and afteer ad campaign.
Mintel and keynote are examples operating in dif countries. they prod
detailed mkt reports using info compiled from many dif sources. und
issues rel to mkt as a whole. they also consider future trends which
co match to their predictions.
research: ask folks on the street - about paletas?
mystery shopping: in-store obs survey track consumer beh
now we have the brief from the client - CAMPAIGN PLANNING CYCLE
identify key competitors - how great is their media presence
how is the product dif from key competitors?
how high is spontaneous awareness of the brand?
Thursday, February 24, 2011
Bad ad better
Tuesday, February 22, 2011
Monday, February 21, 2011
Wednesday, February 16, 2011
Poorly designed ad
Well designed ad!
I choose this ad for a well designed ad because it has a catchy beat, good rhythm, repetition (between single adjective pg & how iPad functions). All the white space around the adjective makes it much more legible. It's a FUN ad!
Adventures in Ad Design 2
I am pursuing a Graphic Design certificate at El Camino College. I have only a few more classes to take. I am getting my feet wet in the real world this spring 2011 semester by taking cooperative career education & interning at PV Net... After I receive my certificate, hopefully, I'll have opportunity to contribute to a non-profit agency.
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