Advertising is Essentially a Negative Influence on Society:
Generally, advertising has been part of economies across the globe since the commencement of trade as merchants have primarily sorted out the benefits of their goods in the marketplace. Some of the most common advertising means that were present in ancient advertisement include shop signs and broadsides in posts, walls, or trees. Since then advertising has continued to grow and develop to an extent that styles and objectives of advertising have been transformed significantly. However, despite operating successfully for many years, the prevailing stance regarding advertising in academic circles is that it's harmful to the society (Hayko, 2010, p.79). In essence, advertising is essentially a negative influence on society due to its efforts to sell products without regards to consequences. Some insiders in the advertising business have even admitted to the evils that are brought by advertising means. These concerns have contributed to questions on whether advertising is simply a communication channel between seller and consumer. Actually, the positive effect of advertising is the sales generated as a result of the process while the negative effects of the process are experienced by those targeted by advertising.
Speaker A: The numerous events and incidents in the recent past in the advertising industry have led to criticism of advertising simply because the process does not give adequate considerations to ethical issues and concerns. One of the reasons why advertising is essentially a negative influence on society is that it manipulates people to buy products they don't need by playing with their emotions. This is mainly because advertising involves the use of powerful persuasive techniques that consumers find hard to defend themselves against. The manipulation even occurs when the products do not live up to the promised benefits, which causes public criticism.
Speaker B: The argument that advertising essentially has a negative effect on society because it leads to manipulation of the consumers is basically wrong. In essence, advertising cannot make people to buy products they don't need and does not really toy with people's emotions. The argument that people make their purchase decisions based on emotions stimulated by advertising is to demonstrate little respect for consumers' ability to make decisions and their common sense (O'sullivan, n.d.).
Secondly, the inability of products to fulfill their promised benefits is not…… [Read More]
Advertising Stew Case Study
Chapter 5 Case
The external advertising agency will provide an outside view of the Dinty Moore line of products. Their view will be more independent, and this will allow for a better picture of how the product line is viewed from outside. The advertising agency will be able to give Luis information regarding how the product situation is, how the customers respond to the products, and will help Dinty Moore to come u with better communications targeted to the customers. They will also assist Dinty Moore to have good communication between the product and the customers.
An advertising agency, will give the company some fresh ideas which can be used to increase sales, and make their product line stand out from the competition Norman, Pepall, & Richards, 2008.
The advertising agency will come up with fresh ideas that will make the brand name remain in the customers mind. Using an advertising agency, the company will also avoid making any communication mistakes that would cost them a lot. The agency will also ensure that all communications are of top quality and are professionally done.
Hiring an external agency ensures that the campaign will be professionally done as the company has people who are trained to do adverts. The agency having specialized in their work will also provide better campaigns and advertisements that will capture the customers. The agency will have a team of professionals, and they can brain storm to provide creative ideas than if the company used its in-house department.
Explain three (3) relevant experiences of an external agency that would be helpful to Luis and the Dinty Moore brand
The external advertising agency will provide Luis and Dinty Moore brand with the relevant market research that would be beneficial for the new campaign. The research will assist them to come up with better communication materials and they can target the relevant customers at the right time.
The agency will provide the company with the latest trends in advertising and innovations Spake, D'Souza, Crutchfield, & Morgan, 1999.
This will ensure that the…… [Read More]
ADVERTISING TO CHILDREN
A Brief Review of the Influences that Advertising can have with Children
Advertising plays a substantial role in modern society. Marketing messages have become ubiquitous and can be found in new places all the time. Some of the common sources are TV, radio, billboards, and online ads; however marketing professionals are constantly reinventing the media in can display their messages. For example, new technics such as product placement and tribal marketing allow marketers to send a message that doesn't not always get filtered in the same way that traditional marketing messages would. These messages can permeate an individual's defenses and influence them without them ever being aware of it. Furthermore, the problem is compounded in regard to children. Young children do not have the capacity to be able to put the marketing message in context and thus they are even more vulnerable to advertising than adults. However, marketing to children has also been found to be able to relay positive messages in the same fashion. This paper will provide a brief review of some of the issues that are salient in regards to advertising to children.
Food Advertising in Children
It is argued that children do not have the capacity to effectively differentiate fiction and reality during their development; especially early in their development. Therefore children are especially vulnerable and can be easily influenced by the modern day robust advertisements. Food advertising is a good example of how children can be influenced by marketers. In the U.S. alone, the number of children classified as overweight has doubled in the last couple decades, while the number of overweight adolescents has tripled by rough estimates. The World Health Organization, and an Expert Committee convened by the American Medical Association, has recommended restricting children's consumption of energy-dense foods as a strategy to prevent and treat obesity. To this end, countries such as Belgium, Denmark, Greece, Ireland, Italy, and Sweden all restrict advertising that targets children (McGuire, 2002).
Americans have the lowest-cost food supply in the world and spend the lowest proportion of disposable income on food and until fairly recently, few have seriously questioned whether a low-cost food supply brought anything but social benefits to the United States (Drewnoski & Darmon, 2005). The efficiency and low…… [Read More]
How the Main Theories of Advertising Work
There are many different methods that an advertiser can use to communicate their product to the public. These methods are meant to grab someone's attention, hold it for a short amount of time and then make the person want to perform an action. Any advertisement is meant to be a communication tool that can lead a customer to a foregone conclusion. The purpose of this paper is to describe five such models -- AIDA, Lavidge and Steiner, DAGMAR, ATR, and ATRN -- and then to apply one of the models in an analysis of an active advertising campaign.
The acronym AIDA stands for attention, interest, desire, and action (Mind Tools, 2010). This a method of communicating to either readers of an advertisement, or people watching a commercial on TV. The technique is as simple as it sounds, but it can be complex in its execution. Basically, the copy must take the viewer through all four stages so that the customer will purchase the product (Tamblen, 2008).
The four stages of this type of communication are a continuum that the customer must go through (Mind Tools, 2010). The copy must have some sort of attention grabber that turns the person's head the moment they read or see it. The interest is already mildly captured, but the advertisement has to further draw the potential customer in and make them move toward desire for the product. The desire phase is accomplished by presenting the product as something that the customer cannot live without (Mind Tools, 2010). Finally, the individual will be goaded into a purchasing action because they now have to acquire the product. The "call to action" (Tamblen, 2008) should be "specific and direct." There should be no doubt in the mind of the customer as to what they are supposed to do with the knowledge that they have…… [Read More]
" (Snyder, 2008, p.8/9) in other words, Snyder is appealing for better ethical standards not only because this would be the right thing to do but also because it makes good economic and marketing sense. The following advertising example is a case in point.
In another article Snyder refers to an advertisement which goes beyond good taste and decency. This refers to a multimedia campaign for Belvedere Vodka which is in competition with the Grey Goose vodka brand ands its market. As Snyder remarks: "The brand is donning fishnets, getting spanked in public and otherwise behaving lewdly in an attempt to stand out in the increasingly crowded luxury vodka category." (Snyder, "Attention, but at What Cost? 2008)
Figure 1. A Belvedere Vodka ad depicting a woman applying her lipstick in the mirrored belt buckles of some man.
Therefore the advertiser is using lewd and tasteless images and action to promote its product. What the advertiser fails to address is the fact that they guilty of advertising that is in poor taste and this, as Snyder remarks, is not only bad for the industry but also will lose them a section of the advertising market. Snyder notes that, "the client and agency should proactively consider the ethical consequences of advertising that could be considered offensive by the brands customers." (Snyder, "Attention, but at What Cost? 2008) With regard to the advertisements in question Snyder has the following to say" did they consider the ethical consequences of a campaign that may offend woman vodka drinkers? Women constitute 49% of the luxury vodka market1. Clearly they were aware of the negative implications." (Snyder, "Attention, but at What Cost? 2008) Furthermore, the online promotion site for the campaign on is to use a bottle as a sexual prop. Snyder concludes: "I believe that women searching for an upscale vodka would be more attracted to a brand connecting to them through ethical advertising." (Snyder, "Attention, but at What Cost? 2008 ) in essence this refers to the practical advantages of advertising that is ethically appreciative of the client market
Many other examples of this type of advertising can be given. The following is a description of an ad for Dolce & Gabbana that appeared in Esquire magazine:
A woman, fully clothed in a tight dress and spiked heels, lies on her back, hips raised as…… [Read More]
Not only are the campaigns coherent, but they also support each other and the essential key concepts, represented by the characteristics of the brand: social awareness and implication, innovation, the ability to do anything, the belief in people and their potential to achieve their dreams. The main weakness that the approach to PR and advertising is the repeated focus on the concepts of innovation and social responsibility without insisting on the dimensions of dynamicity and "coolness."
6. Part C. IMC strategy for organization
The marketing campaigns that the company has created until now and the communication campaigns that have been conceived in order to support the former ones, have helped Microsoft reach its current status in its area of functioning. But being a world leader is not a position that does not need strategic efforts in order to be maintained. Taking this aspect into consideration, one can declare that a new integrated communication campaign is needed for the new fiscal year.
6. 1. Develop 4 objectives, specific, measurable, time framed (SMART)
Any communication campaign needs to have well established objectives if it desires to achieve an efficient coordination of all the actions. Coordination is fundamental for long-term coherence and efficacy. The present communication campaign sets itself four objectives. There are four characteristics that these objectives need to have. They must be specific, easy to be measured, realistic, framed in a certain period of time, and possible to be achieved. Having said all this, the objectives of the future campaign are to increase the awareness of the brand among the target segment represented by young people, to increase the profit by 30% by the end of the fiscal year, to increase the market share by 5% also by the end of the fiscal year and also to improve the attitude of the potential customers towards the brand, diminishing the negative perceptions in the media with 30%.
6.2. IMC mix. Which IMC elements will be used? How will they be integrated in order to achieve a consistent theme?
The future integrated marketing communication campaign will make use of a complex mix of components. Taking into account the size of…… [Read More]
One strategy that we have seen more and more actually preceded the current economic recession is product placement instead of traditional advertisement in commercials (Howard 2005). This may be one of the most effective innovations in our industry since the shift in the 1960s from word-heavy advertising to memorable visual images (Ogilvy 1983).
Q: The Internet and other visual media must factor into that shift as well.
A: Absolutely. The modern advertiser is learning not to focus exclusively on traditional modes of message transmission and product branding like television and billboards. The phenomenon of things like YouTube demonstrate the value of creating imagery that captures the audience's imagination and interest. In fact, future advertisers may eventually question the value of spending so much money on commercials and even product placement when it is possible to reach huge audiences on the Internet, essentially, for free.
Q: The way that the Napster and its competitors changed the music recording industry?
Q: What about legal considerations for advertisers?
A: That's another thing about the modern advertising environment. We definitely have to anticipate potential liability issues as well as possible legislative changes. For example, I'm sure you're aware of the attention that obesity has been getting recently, especially in connection with the fast food eating habits of Americans. There have even been cases in court over supposedly deceptive advertising said to have caused consumers to overindulge. Advertisers must be able to envision the worst case scenarios associated with marketing strategies from a legal perspective in addition to other traditional considerations.
Likewise, just as legislation eventually prohibited certain forms of advertising tobacco products and alcohol, it is perfectly conceivable that future legislation could limit the availability of other advertising platforms, such as product placements, for example.
For that matter, the use of celebrity spokespeople may also be prohibited someday as another form of so-called "subliminal" advertising that was outlawed decades ago (Howard 2005). That is why creativity and vision will always continue to be some of the most important components of those in the advertising field.
Q: Thank you for your time.
A: You're very welcome, Good luck.… [Read More]
Advertising Agency Overview and Analysis: Crispin Porter & Bogusky
Crispin Porter & Bogusky (CP + B) is a fully-integrated advertising agency that currently employs over 1,000 "full-time, late-working, on timing, below-budgeting, overnight Fed-Exing, hard-charging, clutch-saving, coffee-chugging, pop-culture changing" marketing fanatics. In viewing this company description alone, one can begin to understand the extra "something" that CP + B strives to add to its agency dealings in order to adhere to its own company mission statement and standards as well as satisfying customer demands -- which is key to agency success above all else.
CP + B maintains a series of unique strengths and services, and boasts a note-worthy client list including internationally-known names such as: Under Armour, Axe, Vitamin Water, Domino's Pizza, Coca Cola Coke Zero, Old Navy, Jell-O, Kraft, Best Buy, Microsoft Windows, Hulu, Burger King, Ikea and Volkswagon -- and this listing is just the tip of the iceberg. CP + B has, in its over 22 years of business, grown from a one-office operation based in Florida to an internationally present agency with six five additional locations in London, Sweden, Canada, Colorado and California. Additionally, CP + B maintains a unique execution network that allows the agency to cover all key markets on a global level despite the absence of a physical office in these locations.
One, if not the most, unique and important strength of CP + B is its ability to get brands on the map. CP + B has not only successfully launched successful advertising campaigns for relatively new companies, but has been able, through its work, to bring companies who had seen significant collapse to new successes through redesigned campaigns based on new focuses. For instance, prior to CP + B's work with Volkswagon in 2005, Volkswagon's Rabbit model -- described as a boxy, fuel-efficient hatchback prone to catching fire and breaking down, was the symbol of VW's collapse in America through the 1980s. In 2005, CP + B suggested resurrecting the Rabbit name, noting the past issues with the model, but trying instead to change its story.
CP + B has long been known…… [Read More]
All industries rely on what Lutz calls "weasel words," those stock phrases ubiquitous in advertising. Among the most common weasel words include "new and improved." As if with total disregard to the environmental degradation caused by overconsumption, companies seem hell-bent on getting consumers to upgrade and buy a new model of something they already own. By continually feel bad about they already have (it's too old, it's not cool anymore), consumers are more likely to invest in something only because it is "new."
Yet as Lutz points out, "new" does not necessarily mean improved. "What was wrong with the old product?" Lutz asks. Consumers need to become more savvy and aware. O'Neill takes a more objective stance in "The Language of Advertising," in which the author points out that advertising language can be used in an "edited and purposeful way" to convey the intended emotion. In fact, both Lutz and O'Neill show how advertisers manipulate consumers, and therefore suggest ways consumers can make more educated purchasing choices.
As a consumer, I have recently become interested in digital cameras. The digital camera industry relies heavily on weasel words to sell its products, as each camera model is continually replaced by a new one year after year. Sometimes, the gap between new models is within a few months. This tactic is not limited to advertising alone but is in fact a core marketing strategy used to stimulate renewed interest, solidify brand awareness, and make the products seem fresh.
Digital camera advertisements also demonstrate the language of advertising: the appeal to humor, sex, and fantasy. The advertisements for digital cameras do not really tell us what we need to know about the camera such as its technical stats. In fact, the advertisements for digital cameras often include none of that information. To receive detailed information about the cameras we consumers must spend time reading camera magazines or Websites such as…… [Read More]
Advertising & Consumer Behavior
What are some of the principles of television advertising?
Some principles include knowing and studying audiences & demographics. Another principle is to build a brand and a lifestyle. Another is to create desire in the consumer.
What makes it unique from other mediums and its ability to influence customers' decisions?
It is a relatively old form of medium with respect to American culture. Meaning, people are used to commercials -- they are accustomed to seeing ads on television. They are very short and produced with a great deal of concentration and intent. They often incorporate cutting edge production techniques and equipment to catch people's attention, as well as often sampling famous songs or original jingles that remain in people's minds.
What are the pros and cons of advertising on television?
Cons are that ads on television can be skipped because of people who have Tivo and DVR, so it is as if the ads are not getting watched at all. Commercials are very expensive to produce; they typically get very large budgets -- larger than the budgets for an episode of a successful show. Thus, with the advent of some forms of technology, ads become a waste of money. A pro-of ads on television is that television is still a very popular format of media consumption. Meaning, television is still popular. Therefore, television, because it is popular, attracts large audiences, many of whom will sit through the commercials and be influenced by them. There are, in fact, a number of channels that are specifically dedicated to broadcasting commercials only, including infomercials.
Which industries/products/services are best suited to advertise on television?
Some of the best industries for advertising on television include automotive, pharmaceutical, food, technology, food and retail.
In general, what is the future of advertising? How do…… [Read More]
Advertising Case Study
Cardinal health advertising
This is a firm that is based in Dublin, Ohio. The main preoccupation of the firm is focused on distribution of pharmaceuticals as well as medical products with coverage of more than 60,000 locations. Cardinal health also manufactures medical and surgical products ranging from surgical apparels, gloves, fluid management products among others (Cardinal health Facebook Profile, 2012).
The target of the advertisements by cardinal health would be retailers and distributors of the pharmaceuticals and the medical products that they manufacture. They will also target the medical institutions like the hospitals as well as medical training institutions. The other target group is the medical or biological laboratories that make frequent use of the products that they produce.
The best media to use in passing this kind of advertisement that will reach such am diverse target audience is the use of internet as well as through mobile phone contact. The internet provides a quick platform for the customers to view the various appliances that the organization has to offer. The adverts will be posted on the professional websites that relate with the medical field as well as the social media. In the professional websites, the adverts will have a paid for space such that each person visiting the website will see it predominantly displayed. This is an accurate approach since a greater percentage of the people who will be visiting the website will have something to do with the medical profession hence will help propagate the information on where to buy medical supplies, or even buy them.
The mobile marketing on the other hand will give the potential clients the chance to be updated on the latest stocks, offers and general happenings within the company. It will also give the client the chance of quickly contacting the company on any enquiries or even make orders for the products. The mobile marketing therefore gives the clients a more personal…… [Read More]
Advertising has a significant role in this age of consumerism. Effective advertisement is crucial for the success of the business in this increasingly competitive world. We are witnessing a new genre in advertising and advertisements have evolved from being simple explanation of products to detailed graphical representations that depict all the fine and varied features of the products in a visually appealing manner. Today we are looking at advertisement as an art in itself, which reveals the hidden details of the products in an attractive manner that catches the attention of the consumer. Advancements in Computer graphics technology has taken advertising to a new heights with three-dimensional projection of products. Let us analyze how companies use graphics in advertisement as an important marketing strategy.
Graphics in Explanation of product features
As we know the purpose of advertising is to increase the awareness of the products among the consumers and to achieve a fair share in the market. Advertising is effective and achieves its purpose only when it is successful in reaching out to the customers. Graphical advertisement is the most effective form of advertising, as we all know there is much truth in the old saying, "a picture says more than a thousand words." Effective use of graphics combined with short and crisp explanatory text gives a clear elucidation and leaves a lasting impression on the customer. A good graphical description coupled with a catching caption makes all the difference between a mediocre and a successful sales campaign.
Use of graphics also makes it is easier to highlight all different varieties and the special features of the product. In fact the single graphical add portrays all the details about the company. The caption "Covered from front to rear" is pretty good and steals the attention of the viewer at the same time gives us an idea of the nature of the products of the company (Automobile protective accessories). Looking at this particular add of 'Weston automotives' the potential customer is well informed of the different categories of automobile accessories that the company deals with. Using a single visual presentation the company has managed to detail three different varieties of products namely the front guards, cargo…… [Read More]
Government's Role in Advertising Regulation
History of attitudes towards advertising
Taste and decency
The advertising is a major contributor and visual segment of the complete marketing strategy of a business. It is also noted as one of the image carrier for an organization. The businesses seek support of advertising agenciesdealing in print and electronic media to establish an advertising campaign along with the design of such activities to further their marketing objectives (Shimp, 2013). There are various environmental factors as well as regulations that should be followed by the advertising agencies. The governments also take part in evaluation of the content printed in advertisements. The role of government in regulating the advertising material and assessment of the content is discussed below. It is required that the governments lower their involvement in such activities and empower the self-regulation of advertisement content through agencies, associations. And above all the target audience.
History of attitudes towards advertising:
According to Chryssides, and Kaler (1993) the attitude towards advertisement reflected the traditional mind set of communities under the influence of religious leaders. These leaders propagated that the advertisement is related to the stereotype that convinced the Protestant community to challenge the doctrine that suggested saving money. Advertisement was also disliked for creating a consumption oriented approach through seducing the youth and aged targets to spend on the joys of the world. The believers were also opposed to the fact that mass advertisement is creating a way forward for mass consumption and augmented sales.
Advertising is also criticized for its ability to persuade masses in increasing their spending to obtain the materials. The argument for supporting such beliefs rests on the issues that there is major portion of pollution that cannot afford to buy these products as a result to recession and other unemployment issues. Therefore it is unethical for the advertisers to attract the public spending. The counter argument in favour of advertising is based on the market principles that highlight that the advertisement can pave a way forward for the marginalized communities to seek a batter life style and it is also helpful in narrowing the gap between poor and the rich communities. It is also argued that the…… [Read More]
Advertising Information Manipulation?
Advertising is an important part of commerce the world over. The scope and the reach of advertising have undergone vast changes from bill boards to internet advertising and marketing. Everything is being advertised these days. Does this create mere information that is neutral, or does this inform and also manipulate? For example, if an advertisement for soap is endorsed by a celebrity- is that type of advertisement manipulation especially if the celebrity does not use the product at all? Secondly what are the details and benefits of product information? These questions have to be looked into to answer if advertising is manipulation or mere information.
What is Advertising?
Advertising has been defined by many and the apt definition is that it is simply a method of selling a concept goods or ideas. Thus the major role of advertising is 'salespeak' which is defined as any message that concerns the transactions between persons. It is very persuasive and can be used to convince the target to purchase products and services. Thus among the things advertised are belief, religion, political candidates, attitudes, and lifestyles. It also is a medium of entertainment especially when advertisement sponsors some events like sport or music. (Fox, 2001, p. 87)
Advertising is an activity that affects a lot of people yet its effects have not been studied in full. From the point of business that spends huge sums on advertising the effect of the advertising that was done is measured in terms of variables like cost of advertising and increase in turnout, sales or other similar comparisons. The idea 'advertising always pays' is an old adage that is being countered now with the assertion that advertising does not amount to anything and is a…… [Read More]
This is related to the need for prominence, which advertisers play on by suggesting that respect is attendant on use of the product. Instead of being looked up to, being looked on is the goal of the need for attention, and then the need for autonomy allows advertisers to suggest freedom is associated with their product. This is also often associated with the need to escape, whether in the company of others or not. Security or the need to feel safe does not apply to every product, but advertisers can invoke it in the right instances by offering security. Lastly, the need to satisfy curiosity and the fulfillment of basic physiological needs can also be touched on by advertisers in order to sell a product.
Beyond these fifteen appeals, there are also identifiable styles of advertising. The use of celebrities as spokespersons and merely for their presence is one common style. But the real results come form the emotional appeals made in advertisements, and though some contend that this constitutes manipulation the fact is that people only buy the things they want, and there is no evidence that advertising can actually change that.
Works… [Read More]
(Versfelt, 2) Herein, the protection of
the advertiser would largely be affirmed in preference to the entitlement
of the government to establish limitations, censorship or other such
intervening measures in order to effect content and reach of
advertisements. Under the conditions of the First Amendment, the
entitlement must be to the originator of the message, within the pragmatic
reason of certain circumstances. That is to note that the government may
intervene with advertising methods only where it can be demonstrated that
there is a demonstrable harm to the public in its exposure to advertising.
This is a notably limited legal ability for the government, but one that
seems justified to this researcher based on the absence of empirical
evidence that advertising can cause underage drinking.
It is ideal if free-market capitalism is indeed to be considered the
raison d'etre for all advertising organizations that deregulation be
allowed. In this case, we might look at a precedent-setting case from 1977
concerning contraceptives, in which the court struck down efforts to
prevent the advertising of contraceptives as a result of the fear that such
advertisements might reach and influence the behaviors of the young. Those
in favor of restricting the advertisement of contraceptives insisted
without scientific evidence that the promotion of contraceptives was
creating patterns of underage sex. Failing, though, to establish that
this was the case, anti-contraceptive lobbyists were forced to concede that
"here the advertisements in question merely state the availability of
products that are not only entirely legal, but constitutionally protected."
(Brennan, 1) Therefore, there may be no justification to prohibit any form
of alcohol advertising in the absence of compelling evidence that very
specific cases of advertisement can be tied to very specific patterns of
Ultimately, it is the responsibility of responsible governance and
citizenry to attend to public behavior. Advertisers are responsible only
to the extent that the image and message conveyed is consistent and
demonstrably truthful, lest misimpression lead to organizational failure.
Works… [Read More]
It would be ensured that the product is positioned in a manner that it reveals its advantages regarding its three competitor products, but also specifically identifies and targets the desired consumer base.
b) Core message
As with the positioning strategy, the core message would be centered on the advantages the TruFocal eyeglasses generate for the users. The message would as such communicate the ability of the new eyeglasses to offer utility and efficiency, as well easiness of usage in a single product. The core of the message would be represented by simplicity and easiness in offering a simple solution to help people regain their youth eyesight.
c) Creative recommendations
In terms of creative recommendations, it is advisable for the advertising campaign to be constructed on simple and decent principles as these best appeal to the targeted consumers.
d) Advertising appeals
As it has just been mentioned, the appeals of the advertising campaign ought to be based on principles of ethics and decency. Sexual or otherwise exciting and immoral behavior are unlikely to appeal to the older consumers and could even have the opposite effect of distancing the consumers from the product.
Finally, the executions element of the creative strategy should be constructed on video advertisements. These stand the best chances of appealing to the targeted consumers. Additionally, they are the ones which generate the highest levels of response from the customers as they are bets able to capture the attention of the viewer. Furthermore, the video advertisements which imitate real life through images and sounds are most likely to generate interest from the adults and senior citizen viewers.
6. Media plan
The media plan would be constructed around the video advertisements. Specifically, a team of marketing specialists would be hired to develop a commercial which would then be…… [Read More]
The first is on the 300M, a Bentley look-alike vehicle that has become a mid-size bestseller. The second is their perennial winning product line, the minivan, called the Town & Country. Including swivel seats and entertainment options are making the 2008 Town & Country even a topic of discussion with elementary school children. Ironically however Chrysler seems to not have the ability to solidify its branding, unique value proposition and therefore advertising strategies around a single message. With the introduction of a re-vamped Sebring convertible, the confusion will most likely continue. The uber-cool 300M is taking the brand in one direction while the most profitable product segment, the minivans, continue to dominate their financial results. The branding experiments the company has had into higher performance cars and models also add more confusion to the brand. Not settling for the role of the soccer Mom must-have minivan, Chrysler continues to look for break-out products to redefine their image. The success of the 300M has been that catalyst, yet the company has not been able to capitalize on that as of yet. The bottom line is that the branding strategy of Chrysler has yet to gain critical mass and definitively define the company's identity.… [Read More]
At the center of this aspect of the program is the measurement of activity at the upper and lower phases or segments of the sales funnel. Typically promotional spending and advertising budgets are found to increase upper funnel performance, and over time contribute to sales leads being created and eventually sales made to customers. The $500,000 then must be highly effective to push $2M in business through a funnel that becomes narrower by each process step it is comprised of. My main question would be how the sales funnels' inherent nature to narrow down prospects to suspects to new customers is going to be effective enough, on a $500K investment, to yield $2M in sales. The answer I suspect to hear would be a highly targeted campaign specifically focused on one very loyal, very quickly purchasing, very price insensitive group of customers - in short the core customer base of the company.
The bottom line is that for $500K in spending to increase sales by $2M, there needs to be highly efficient, highly targeted, and well measured performance metrics in place to make sure the goal is attained.… [Read More]
Advertising a brokerage firm in a Mexican market
The marketing strategies used by organizations form their basis on the four P's. These include product, price, place and promotion. These four aspects of marketing make sure that the target audience is the focal point of marketing and that the message is being communicated effectively (Herbig 77). As capital markets develop around the world, more and more organizations tend to specialize in provision of brokerage services which has lead to an intense competition in this field and requires effective marketing to ensure that the target audience understand the message being communicated and do not misinterpret it.
It is necessary for multinational organizations and entities operating in more than one country to take into account the cultural and social aspects before marketing their products. A successful marketing strategy in one country might back fire in another due to the cultural differences that might exist between the two countries. Therefore, as far as an investment brokerage firm is concerned, the suitability and the feasibility of the advertising campaign shall be considered through effective research.
Potential Differences to be considered
The brokerage firm tends to enter a market where it sees a potential for its investment services. But as the CEO has decided to translate the advertisements from Spanish to Mexican and use the same campaign, many potential differences shall be considered and tested with respect to the advertising strategies used. These differences may include differences in demographics, education and perceptions, culture and traditions and legal aspects such as consumer protection laws.
Cultural and Social Differences
Comparing the two countries the culture of Mexico drastically differs from that of Spain. Spanish people have a much more civilized and educated population, Mexico is more about people that are more under privileged as compared to the Spanish counterparts. Precisely, the reasons why a Mexican would want to invest with a particular brokerage house might differ from a reason due to which Spanish would invest.…… [Read More]