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, relevant to considerations of the impact of locally adapted TV advertisements on sales revenues of Coca-Cola Company in Morocco during the Holy month of Ramadan.
Chapter III: Methodology
During Chapter III of the study, the researcher relates the methodology, which includes a survey, utilized to investigate the impact of locally adapted TV advertisements on sales revenues of Coca-Cola Company in Morocco during the Holy month of Ramadan.
Chapter IV: Analysis
During Chapter IV of the study, the researcher examines the information retrieved from the survey implemented; complimenting relevant results with information accessed from the literature review. The researcher creates, and presents a number of figures, reflecting results from the survey implemented during this study. The researcher further relates information retrieved from the review of literature to answer this study's research questions (Pope et al., 2000).
Chapter V: Discussion, Conclusion and Recommendations
In Chapter V, the researcher recounts the study…
Wilkinson, T.J.. & Thomas, A.R. (2007). Marketing in the 21st Century: New World
Marketing Volume 1. Editors Keillor, B.D. Greenwood Publishing Group, p. 165.
Retrieved May 11, 2009 from http://books.google.com/books?id=blSRjyxmmZkC
Likewise, her mannerisms, body positions, movements, facial expressions, makeup, and her attire selected for the commercial reinforce sexuality and physical attractiveness throughout (Gerrig & Zimbardo, 2001).
The appeal to logic takes the form of the only spoken words in the advertisement.
The words "sexy," "powerful," and "attitude" are repeated throughout the commercial, uttered in a sexual, breathy female voice. The clear message is that use of the product will increase a woman's sexiness, give her power, (presumably with respect to men who will find her irresistible), and that the more physically desirable and attractive a woman is, the more of an "attitude" she can afford to have and still get away with, (again, presumably, with respect to men).
Similarly, the words "be envied," are intended to appeal to one of the most shallow and empty impulses of the least mature and most self-obsessed individuals who derive satisfaction from inspiring…
Belch, G, Belch, M. (1998) Advertising and Promotion: An Integrated
Marketing Communications Perspective. Irwin/McGraw-Hill: New York
Gerrig, R., Zimbardo, P. (2001) Psychology and Life 16th ed.
Allyn & Bacon: New Jersey
By positioning away from chicken restaurants, Chick-Fil -- a avoids direct comparisons with those restaurants but allows for direct comparison against burger joints.
In terms of strategic planning, the objectives of this ad campaign were most likely to raise awareness of Chick-Fil-a, to create interest in the brand and to improve both sales and market share. hen the outputs are concerned, the only reasonable conclusion is that the ads are successful. The ads stick in people's heads more than most fast food ads, and Chick-Fil -- a has become more successful since the campaign began. The campaign has been ongoing since the mid-1990s, indicating that the company's financial and market outcomes in that period have been positive, and that follow-up market research has indicated that the campaign has been part of that success.
Batra and Stayman (1990) note that when advertisements create positive moods, brand attitude change is facilitated. Every…
Batra, R. & Stayman, D. (1990). The role of mood in advertising effectiveness. Journal of Consumer Research. Vol. 17 (1990) 203.
Cao, J. (1999). Evaluation of advertising effectiveness using agent-based modeling and simulation. University of Warwick. Retrieved April 25, 2012 from http://stuff.mit.edu/~caoj/pub/doc/jcao_c_adver.pdf
Daye, D. & VanAuken, B. (2008). Evaluating advertising effectiveness. Branding Strategy. Retrieved April 25, 2012 from http://www.brandingstrategyinsider.com/2008/05/evaluating-adve.html
QSR Magazine. (2010). 2010 QSR Top 50. QSR Magazine. Retrieved April 25, 2012 from http://www.qsrmagazine.com/reports/2010-qsr-50?page=2
Overview of the product, its brand category, and the niche that it is intended to fill
Headquartered in the UK, technology firm, Dyson, designs and makes vacuum cleaners, heaters, hand dryers, and bladeless fans. It has recently ventured into the hairdryer product category. The company’s most popular offering is its range of ‘bag- less’ vacuum cleaners. According to its trademark, Dyson vacuum cleaners never lose suction. Established in the year 1978 by inventor James Dyson, the inspiration for this corporation came to the entrepreneur when he pulled his vacuum cleaner apart and discovered that the cleaner’s bag was dust- clogged, resulting in the cleaner losing suction. Dyson used his newly- developed cyclone, designed for the purpose of separating air and paint through centrifugal force within a tower fan, and tried to separate dust present within the air by utilizing his cyclone within a vacuum cleaner. Following 5, 127 prototype tries,…
Mormon TV Ads
I Am a Mormon
The Church of Jesus Christ of Latter Day Saints, commonly referred to as the Mormon Church, has recently launched as series of advertisements in select American cities which highlight an individual member of the Church. Individual members are encouraged to create a video profile in order to be used as an advertisement for the Mormon Church and its members. The idea behind the campaign is to present the members of the Mormon Church as regular, ordinary Americans and not members of some strange religious cult. This seems to be a response to both the recent legal troubles of Mormon-offshoot organizations as well as the rise of Presidential candidate Mitt omney, who is a member of the Mormon Church.
One particular advertisement which has aired on television is the profile of pro-surfer Joy Monahan who provides a profile in which she describes herself as…
Goodwin, Liz. (11 Aug., 2010) "In the New TV Ads, Mormons Pitch Message to Middle
America." Yahoo News - Latest Mews & Headlines. Retrieved from
Children's television, like all programming, is inundated with advertisements. According to one study, "children between the ages of 6 and 14 watch about 25 hours of television per week and are exposed to as many as 20,000 commercials in a single year," (Moore and Lutz). Advertising aimed at children sells a wide range of products, from packaged foods to fast foods, from toys to movies. Animated characters, mascot animals, celebrities, and child actors all tout products for kids. In general, children react to the ads they see in similar ways that adults do: by subconsciously absorbing sensory data such as slogans or jingles and by associating certain emotional responses with certain products. However, children, especially young children, do not possess cognitive skills sufficient to fully understand the impact of advertising on their impulses. hen children approach puberty and adolescence, they are better able to critically examine advertising, but…
Kunkel, Dale, and Wilcox, Brian. "Television Advertising Leads to Unhealthy Habits in Children." APA Online. 23 Feb 2004. < http://www.apa.org/releases/childrenads.html>.
Moore, Elizabeth S. And Lutz, Richard J. "Children, advertising, and product experiences: A multimethod inquiry." Journal of Consumer Research. Gainesville: Jun 2000.Vol.27, Iss. 1 < http://proquest.umi.com/pqdweb?index=1& ; did=56514506& SrchMode=1& sid=1& Fmt=4& VInst=PROD& VType=PQD& RQT=309& VName=PQD& TS=1114632612& clientId=12334>.
Schor, Juliet. "Those Ads Are Enough to Make Your Kids Sick." The Washington Post. Washington, D.C.: Sep 12, 2004. < The Washington Post. Washington, D.C.: Sep 12, 2004.>.
Highs and Lows
A New Innovation in Car Manufacturing Industry
In 1982, General Motors (GM) decided to counter the challenge of the Japanese car manufacturers who were continuously enjoying the lion's share in the U.S. market. The consumers had started loving and appreciating the small but high-class Japanese cars. Seeing this, General Motors aimed to change their strategies.
The story began when the General Motors produced The Chevrolet Vega as an answer to Japanese challenge in 1970. A number of problems were identified with this model. Later in 1975, they produced another small car, the Chevette which too had discouraging results. They then produced the Chevrolet Spectrum with Japanese assistance. This model was not up to the mark as well. These disappointing outcomes made people think that the General Motors do not have the capability to manufacture small and…
, . "Saturn Corporation." Funding Universe. ., Web. 20 April 2011. .
, . "Saturn History." We love Saturns. . G-Biz Unlimited, Web. 20 April 2011. .
French, Thomas D. . Partington, Michael. Court, David. Moguire, Tim I.. "Marketing in 3-D." The McKinsey Quarterly . . (1999): 6. Web. 20 April 2011. .
Guzda, Henry p.. "Lessons in Co-management." Monthly Labor Review . 125. 8 (2002): 33+. Web. 20 April 2011. .
marketers should test advertising or not. Ad-pre-testing is a necessary, even vital part of the successful marketing campaign, because it allows marketing professionals to analyze and alter campaigns according to the public's reaction to the advertising, allowing marketers to avoid costly ad campaigns that do not get the results they thought they would.
Ad pre-testing provides a significant function for marketers, allowing them to assess and analyze the reaction to advertising before they commit to a large, costly campaign. The effectiveness of this procedure is illustrated by special software developed by advertising experts to help analyze and assess data from ad pre-testing. For example, OTX, a consumer research and consulting firm, has developed specific software called AdCEP (TM), which "achieves a balanced view of ad effectiveness by measuring multiple key criteria that line up with campaign objectives" (Harbeck 2009). This illustrates just how significant ad pre-testing is for successful advertising,…
Fuyan, Shen, 2002. Banner advertisement pricing, measurement, and pretesting practices: perspectives from interactive agencies. Journal of Advertising. pp. 1-12.
Harbeck, T., 2009. OTX is telling richer, deeper stories by integrating qualitative and quantitative techniques into ad pretesting. [Online] Available at: Productshttp://www.bizjournals.com/sanfrancisco/prnewswire/press_releases/California/2009/06/23/SF36897 [Accessed 18 July 2009].
Tyagi, C.L. And Kumar, Arun, 2007.Advertising management. New Delhi: Atlantic Publishers.
childhood obesity advertising. First, there is the issue of why a young child is overweight. Of course, it can be bad habits and examples portrayed by the parents or guardians or it can be a health issue such as a gland or metabolism problem. Either way, the potential health problems for that child immediately and down the road are hard to miss. The other issue would be the bullying/social side of things. One can take one look at this girl and know that she will be bullied and made fun of for her weight. This picture of her and the implications thereof clearly focus on the former of the two points of analysis listed above rather than the latter. Some might say that the focus on the bullies and their negative actions. However, the root reason for the child being overweight is the cause of everything else and that needs…
Corcoran, D. (2013). New controversial ads combat teen pregnancy. WPTV. Retrieved 24 April
2016, from http://www.wptv.com/news/region-c-palm-beach-county/new-controversial -
Creative Bloq. (2013). 10 controversial ad campaigns of 2013. Creative Bloq. Retrieved 24
Public Health Achievements
hat factors accounted for the control of tobacco in the U.S. Currently, according to the Centers for Disease Control and Prevention about 42.1 million Americans smoke cigarettes, which is about 18.1% of all adults (18 or over). About 20.5% of men smoke cigarettes and 15.8% of women smoke cigarettes (Liss, 2013).
the information environment -- mass media and counter-advertising. There is no doubt that media campaigns have a positive impact when it comes to anti-smoking campaigns. Centers for Disease Control and Prevention reports that the first year of the federal government's national advertising campaign called "Tips from Former Smokers" "exceeded expectations; an estimated 1.6 million cigarette smokers attempted to stop smoking. Of those, about 100,000 actually succeeded in quitting, and that information came from a study published by the medical journal, The Lancet. Moreover, the campaign run by the CDC reportedly "inspired millions of nonsmokers to encourage…
Centers for Disease Control. (2011). Adult Cigarette Smoking in the United States. Retrieved April 11, 2014, from http://www.cdc.gov .
Liss, S.M. (2013). CDC's Anti-Smoking Ad Campaign Spurred Over 100,000 Smokers to Quit;
Media Campaigns Must be Expanded Nationally and in the States. Center for Disease
Controls. Retrieved April 12, 2014, from http://www.tobaccofreekids.org .
The new Volkswagen nternet advertising emphasizes this interactivity and is truly geared (pun intended) to those who are not only used to a rich format, but expect it. The website comes up, and users see the VW driving along a road with the background changing in animated form. In addition to being able to read standard specifications, users can actually "build" a car. For example, they can see what their new Beetle will look like in different colors, transmissions and interiors. They can also determine the price of the car based on the specific options presented. Then, one can sign up to take a joy ride at a nearby dealer.
Volkswagen's high interactivity online exemplifies its move toward marketing to a younger demographic. This same strategy is being used with the banner ads for the Jetta safety campaign. In conjunction with the "Safe Happens" campaign in television commercials, these…
Advertising Controversy and Assessment Overview
Stage 1 Controversial Advertising
The advertisement in this controversial case aimed to actually cause some sort of stir by having models pose in proactive poses. These marketing techniques are directed at young women aged 16- 35 and fashion conscious men who are seeking to say in step with the current fashions of the day. The advertisement in this case was very effective for several reasons. The first reason for its effectiveness is because the picture is very risque and promotes a challenge to sexual and violent taboos. This cutting edge style certainly appeals to a demographic that looks to set itself apart by pushing the social envelope using sex and violence as a tool to stir emotions. The scale of the controversy also depicts the success of the ad campaign and created a definite buzz amongst the fashion industry. This ad could be…
Alden, D. L., Steenkamp, J. B. E., & Batra, R. (1999). Brand positioning through advertising in Asia, North America, and Europe: The role of global consumer culture. The Journal of Marketing, 75-87.
Campbell, C., Pitt, L. F., Parent, M., & Berthon, P. R. (2011). Understanding consumer conversations around ads in a Web 2.0 world. Journal of Advertising,40(1), 87-102.
Clarke, I., & Honeycutt, E. D. (2000). Color usage in international business-to-business print advertising. Industrial Marketing Management, 29(3), 255-261.
Ehrenberg, A., Barnard, N., Kennedy, R., & Bloom, H. (2002). Brand advertising as creative publicity. Journal of Advertising Research, 42(4), 7-18.
e see therefore that sensations and sensibilities work hand-in-hand as thought processes work together with the affective domain like partners in a dance. A balance or equilibrium is attained where the heart and mind intersect, where beneficial decisions are made, such as whether to satisfy a hunger that is necessary for living, or just a craving that can make one obese.
The sense of hunger like any living sensation is a biological calling for survival. hen one needs to energize, one has to fuel up with some supply of calories and for living things, it is called food. Here we see that what captures the senses, whether they are grounded on necessity or excess, is the first encompassing attracting element of any advertising campaign.
Until now McDonalds advertisements evoke the sense of fulfilling one's basic needs such as food that can be conveniently accessed and attained with ease because of…
The Editors of Publications International, Ltd. 8 Memorable Advertisement Campaigns.
.....political ads changed over the last 60 years? Please use examples from the 1960's, 1980's and 2000's to support your answer.
In the beginning when TV was first used in the United States by the public, political ads were scarce. In the 1940's and even through into the 1960's presidential candidates reached out to meet voters, shaking hands and holding town-hall debates. (Suggett) It was a commitment to vie for presidency. However, as time passed and the mid 1960's brought some changes, political candidates aimed to ramp things up.
There was a need to address the masses in a more convenient form and so Lyndon B. Johnson aired the "Daisy Girl" commercial, effectively becoming the most controversial political ad of the time, and one of the most memorable. (Fowler, et al.) From there, change came to political ads in the form of negative ads such as the 1980 presidential campaign…
voters in the United States feel campaign finance reform is a necessity. They see candidates for elected offices being curried by special interest groups. Voters fear, with some justification, that money may corrupt a candidate who is elected using special interest money to finance the campaign, and not keep the voters' needs foremost. Politicians have acknowledged that they have until recently spent an inordinate amount of time phoning businesses, organizations such as labor groups, and individuals for donations. It seems obvious that people donate to the candidates they feel will help their personal political interests most strongly. Very recently it became known by the general public that Enron, a company which went bankrupt after participating in questionable energy deals that cost many taxpayers a great deal of money, donated to a number of political campaigns. Many voters suspected that they received special favors in return for that money.
American Anti-Corruption Act: The Tipping Point for American Citizens
The American Anti-Corruption Act:
A tipping point for American citizens
In the wake of increasing concerns about the undue influence of money and special interest groups in American politics, the anti-corruption advocacy group epresent.Us created a grassroots campaign in support of a law called the American Anti-Corruption Act. The Act is "a nine-point plan to crack down on lobbyists, strengthen the flimsy law intended to prevent super-PACs from coordinating with campaigns, and put a stop to undisclosed donations funneled through dark-money nonprofits" (Aronsen 2013). It should be noted that ironically, "epresent.Us is a project of United epublic, a campaign finance reform group that, like many of the outside spending organizations it takes aim at, is a 501(c)(4)" although it is bipartisan in its composition (Aronsen 2013). Its bipartisan membership includes "former Federal Elections Commission chair (and Stephen Colbert's 'personal lawyer') Trevor…
American Anti-Corruption Act. (2014). Official website.
Retrieved from: http://anticorruptionact.org/
Aronsen, G. (2012). New group unveils its plan to get money out of politics. Mother Jones.
Retrieved from: http://www.motherjones.com/mojo/2012/11/represent-us-campaign-finance-reform
Anti-Drug Campaign for Teens
At present, marijuana is the most used drug and most frequently available in United States of America. The American youth takes serious dosages of marijuana. At least 60% of the adult population in United States of America was prone to marijuana in 2002. The statistics were prepared in the supervision of The White House Office of National Drug Control Policy. The website address is www.whitehousedrugpolicy.gov .
Social marketing campaigns as well as social awareness programs are imperative to raise and propagate awareness pertaining to excessive drug abuse in United States of America. But in this case, the social campaigners as well as social marketers are armed with effective programs and messages, but remain hesitant to reach the teen audience. It's a tad bit complicated. Wordsen and Slater (2004) concluded that creating targeted ads regarding marijuana and its abuse through PSA's tended to be less…
Eddy, M. (2003). War on Drugs: The National Youth Anti-Drug Media Campaign. CRS Report for Congress, Order Code RS21490
Teinowitz, I. (2003). "Drug Office to Yank Terror Ads in About-Face," Advertising Age, March 31, 2003, pp. 1, 89.
US Congress (2002). U.S. Congress, Senate Committee on Appropriations, Subcommittee on Treasury and General Government, Effectiveness of the National Youth Anti-Drug Media Campaign, special hearing, 107th Cong., 2nd sess., June 19, 2002 (Washington: GPO), p. 14.
Worden, J.K. & Slater, M.D. (2004). Theory and practice in the national youth anti-drug media campaign. Social Marketing Quarterly. 10 (2), 13-27.
hile these respondents talking this poll did not live in the United States, this is an indicator of how Obama's worldwide perception.
Obama's site tells the typical political story. On the front page, there are two ads attacking John McCain and his policies. Perhaps the most disturbing fact about Obama's site is the way in which "issues" are listed. hile one can understand while civil rights would be popular for an African-American, it should not be at the top of the issues list when most of America is reeling from economic shock. The economy is fourth on this issues list and the answer to our economic crisis is to give Americans rebates, which means higher taxes for someone down the road. Any type of government assistance means raising taxes because, as we all know, the government is broke. A more productive website and plan would be to cut taxes and…
Cannon, Carl. How the World Sees Us." Reader's Digest Online. November 2008. Information Retrieved October 18, 2008. http://www.rd.com
Kurtz, Howard. "Recent Obama Ads More Negative Than Rival's, Study Says." Washington Post Online. Information Retrieved October 18, 2008. http://www.washingtonpost.com
Press Release. Wisconsin Politics online. October 16, 2008. Information Retrieved October 18, 2008. http://www.wispolitics.com
Rutenberg, Jim. "Obama Nears Record for Spending on Ads." International Herald Tribune Online. October 18, 2008. Information Retrieved October 18, 2008. http://www.iht.com
One of those alarming physical changes is that the younger a person is when they begin drinking, even at low levels the more likely they are to become alcoholics. This change even overrides a known genetic predisposition for alcoholism. (Butler, July 4, 2006) Time forward ads regarding adult failure could be developed at a later time but again such images and concerns do not seem to sway teens. Funding for such a campaign would likely come from national and local foundations that stress clean living, and possibly from litigation funds that have been secured for healthier youth programs.
Alcohol use may begin simply as an exciting experiment, or as a way for a teen to feel a part of his or her peer group, lowering the feeling of awkwardness that often comes with the territory. Yet teen drinking can become a social disaster, that brings on extreme grief and loss.…
"AH shoes the best pillow when your a drunk teen and can't get up!" April, 10 2005 http://www.myspace.com/babyjenaya
"American Academy of Pediatrics Survey of Teen Alcohol Consumption: Summary Findings,"
American Academy of Pediatrics, September 30, 1998.
Part II. Meta-Analysis: Critiquing hat You Have Done
Data thus far on negative campaigning has been mixed, with some research suggesting that it can be profoundly mobilizing to the party faithful of a generally dispirited American electorate (Jackson & Carsey 2006; Martin 2004), while other anecdotal studies suggest it can alienate the public. Polling individuals from a cross-section of elections allows for a wider array of demographic data, and reduces the possibility of independent variables affecting the results. For example, the area selected for the case study might have a generally low level of civic engagement, which could create low voter turnout that was correlated to a negative campaign by both candidates, but not caused by the candidate's advertisements. Examining different districts, with different kinds of hotly contested or lukewarm races, is more representational. However, a case study allows for greater specificity in conducting the research. The interviewers are able…
Do negative campaign ads work?" This Nation. 2005. 14 Jan 2008. http://www.thisnation.com/question/031.html
Jackson, Robert a. & Thomas a. Carsey. U.S. Senate campaigns, negative advertising, and voter mobilization in the 1998 midterm election. Electoral Studies. 26.1: 180-195. March 2007. 14 Jan 2008
Martin, Paul S. "Inside the Black Box of Negative Campaign Effects: Three Reasons
Why Negative Campaigns Mobilize." Political Psychology. 25.4: 545-562. Aug 2004.
McDonald's Integrated Marketing Campaign
This paper is divided into two distinct sections. The first chapter is based on literature reviews of various scholarly works that are related to the topic of integrated marketing campaign that are also relevant to the McDonald marketing campaign that was created to celebrate the inherent democracy of the McDonald's brand. The first chapter is further divided into three parts; the first section mainly focus on advertising in general and then specifically into fast food advertising. The second section in literature review is based on new media as a marketing communication tool and lastly, in the same chapter different aspects of marketing campaign will also be analyzed. The second chapter is a personal reflection on the experience and lessons learnt by the student while preparing the dissertation.
Table of Content
CHAPTE ONE: Literature review
Types of advertising
1.2.1 Digital advertising…
Ben H., (2005): "4udible revolution," The Guardian,
Berry, R. (2006). Will the iPod kill the radio star? Profiling podcasting as radio. Convergence: The International Journal of Research into New Media Technologies, 12(2), 143.
Brownell, K.D., & Horgen, K.B. (2004); Food fight: The inside story of the food industry, America's obesity crisis, and what we can do about it. New York: McGraw-Hill.
Blanchard, O., (2008) Macroeconomics. Harlow: Pearson Education
IMC Campaign (Direct & Internet)
Direct Marketing Campaign
The direct marketing portion of the campaign will provide personalized communications to customers. It will include direct sales, catalogs, email list purchases, direct mail, and telemarketing. The most traditional form of this is direct sales. Face-to-face sales will be key to engaging customers directly in stores through friendly and competent sales personnel. This will allow customers to have tangible interactions with the product and also associate the brand with a high level of customer service. It also provides an opportunity for customers to ask questions directly and receive a more intimate consultation in product selection.
Catalogs will be used to provide a more "portable" and adequate overview of all product offerings. Catalogs are also useful tools for tailoring product lines in direct accordance with customer preferences. Specific audiences who have shown a propensity to order via catalog will be the primary target…
The Four Phases of Political Advertising
The four phases of political advertising as described by Edwin Diamond and Stephen Bates can be described thus: first) the candidate introduces himself; second) the candidate's ads state an argument; third) the candidate attacks and belittles his opponent; fourth) the candidate promotes himself as a "visionary…a leader…one who has a vision of moving the country forward" (Module 7). The purposes of the four phase system of political advertising is to 1) showcase the candidate's abilities, 2) question the opponent's, and 3) respond to the opponent's questioning of him. This paper will look at four political ads and show how each represents a phase political advertising and fulfills at least one of the three purposes of a campaign ad.
Barack Obama's Superbowl Ad is an example of the first phase of political advertising. In this ad, Obama introduces himself through a series of…
Module 7: Assignment.
Barack Obama Superbowl Ad.
Barack Obama Ad -- What If?
The creation of green spaces would be a highly advantageous project as these spaces could be used as leisure spaces for adults and playgrounds for children.
The partnership between us and the local authorities could have numerous mutual advantages form this point-of-view as they would help promote the campaign while promoting the common initiative regarding the green spaces. Another initiative would be represented by the partnership with various gyms. As incentive they would offer various types of discounts for the targeted audience, as well as personalized classes within a wide range of activity types (from martial arts to pilates).
The products is represented by any type of physical activity. Indoor and outdoor sports are the focus of our campaign. The price of the product is to be adapted to the target audience. The target aged 25 to 32 is to be addressed with special price offers from the part of…
Marketing mix, the executive fast track, 5 April 2008. http://www.12manage.com/methods_marketing_mix.html
Marketing Mix, Value-Based Management, 5 April 2008. http://www.valuebasedmanagement.net/methods_marketing_mix.html
2007) Prevalence of regular physical activity among adults- United States, 2001 and 2005, MMWR weekly, http://www.cdc.gov /mmwr/preview/mmwrhtml/mm5646a1.htm?s_cid=mm5646a1_e
Promoting physical activity, a guide for community action, 5 April 2008.
Honey Maid graham crackers are a childhood staple. However, the brand has been growing its consumer base by using an unusual approach. Its “This is Wholesome” campaign depicts a variety of nontraditional families enjoying its products in the form of s’mores, in milk, and with honey. The families include same-sex couples, a punk rock family with tattoos, an East Asian family, and others. The message conveys an expanded definition of the traditional American family and is clearly marketed to people who either view themselves as being a part of such families (either because of friends or relatives) or as strong supporters of expanding the definition of family.
The advertisement’s images, however, other than the fact that nontraditional families are used, are fairly heartwarming and gentle. They include children playing drums with their parents and a baby sucking on a bottle as well as the children making food with their parents.…
The objective of this study is to review an article titled “An Audience of One: Behaviorally Targeted Ads as Implied Social Labels” (Summers, et al. 2016 p 156). The authors argue that firms have relied on targeting to communicate effectively with a group of consumers. Targeting is the segmentation that involves selection from a smaller group of people based on defined variables. A common type of segmentation variables that firms use includes demographic variables using the gender and ethnicity as well as psychographic variables that include lifestyle, personality and values. However, an advanced in technology, and widespread of the internet has made a new form of targeting emerging. A behavioral targeting is referred as an internet-based marketing strategy using different elements that include browsing history and consumer purchase to assist in determining the type of adverts design and display. Typically, consumers are presented the digital adverts to reflect the…
There have not been specific funding promises from the candidates for specific aspects of the Pickens Plan, either.
The final verdict on the Pickens Plan campaign will not be known for months, if not years. The new president will not take office until January, and will require time to formulate a cohesive strategy. In terms of the action plan, the strategy to mobilize the grassroots in order to put pressure on the government has not succeeded thus far. The grassroots will give the new president his mandate, and the supporters of the Pickens Plan will ultimately take a back seat to that.
In terms of action, the most effective part of this public relations campaign has been the direct contact between Pickens and the candidates. This may or may not have occurred without the grassroots, but it is reasonable to expect that it would have occurred due to Mr. Pickens'…
Pickens, T. Boone. 2008. "Pickens Plan" PickensPlan.com. [online] Accessed October 28, 2008 at http://www.pickensplan.com/about/
Lazarus, David. 2008. "T. Boone Pickens could gain from his energy plan, but so might we" Los Angeles Times [online] Accessed October 28, 2008 at http://www.latimes.com/business/la-fi-lazarus9-2008jul09,0,7890733.column
Rose, Charlie. 2008. "Pickens: My energy plan is the only plan" CBS News/60 Minutes. [online] Accessed October 28, 2008 at http://www.cbsnews.com/stories/2008/10/23/60minutes/main4541322.shtml?source=mostpop_story
The content language adopted for white collar workers will be a simple, plain one as the goal is for the message to be understood best and used by the employees in their interaction with the customers. In global communication campaigns, the language will be the same for white and blue collar workers and therefore a simple and plain one for everyone. In specific communications, the language can increase in complexity if the auditorium that needs to receive the message had a higher education level.
The content will take under consideration the cultural differences between the corporate headquarters country (e.g. UK) and the local offices (e.g. Korea) and adapt global campaigns to the local requirements. Additionally, the content will be designed to match company objectives and how these objectives can be understood by personnel. Therefore, a specialized team will be dedicated to understanding the personnel, the company values the personnel needs…
Acosta, C., Leon, V.J., Conrad, C., Gonzalez-Cervantes, R. And Malave, C.O. 2004. Case Study on Culture and the Implementation of Manufacturing Strategy in Mexico. Journal of Manufacturing Systems, vol. 23(3): pp. 173-181.
Davis, Alison. 2005. Applying Employee Demographics. Strategic Communications Management. August 1st, http://www.allbusiness.com/technology/computer-software-management/943392-1.html
Hofstede, G. 1984. Cultural Dimensions in Management and Planning, Asia Pacific Journal: pp.84-99.
Internal Comms. 2006. The Top Seven Macro-Trends in Internal Communications. April edition, www.internalcommshub.com
Mass Media and Congressional Campaigns in U..
This is a study on the mass media principles and how they are used in congressional campaigns in the U.. It has 12 sources.
In view of the strong economic-based relationship that exists between the congressional elections and the mass media, more rigid laws need to be established in addition to a screening process for each candidate through which they all have to pass in order to represent the American people.
The media plays an important role in contemporary political activity, as it is a key communicator. This communication is supposed to serve the needs of the people as a whole and bring information to them that would serve their interests. However, such media may be the tool of politicians, as they may manipulate certain important information about themselves in order to gain popularity. Ideally, it is the media that is used to…
Annenberg Public Policy Center, 2000. Media in the Home 2000.
Cohen S, Young J (eds) (1980). The Manufacture of News: Social Problems, Deviance and the Mass Media (revised). London: Constable.
Conflicting Theories of Congressional Elections. Accessed on 24-11-2003. http://www.google.com/search?q=cache:g4H8gEwwJjoJ:weber.ucsd.edu/~skernell/strategy/strategy2.pdf+theories+Congressional+campaigns+&hl=en&ie=UTF-8
Gregory Meeks on Principles & Values. 2001. http://www.issues2000.org/NY/Gregory_Meeks_Principles_+_Values.htm
In order to manage a successful e-mail campaign, a Webmaster's efforts must be organized, directed, and efficient. Accordingly, e-mail service providers such as Constant Contact, MailChimp, and Topica provide various tools that help Webmasters reach out to a large number of current and potential customers in an organized and directed fashion. For example, Constant Contact offers its customers a number of features for their e-mail campaigns, including, but not limited to, "anti-spam tests" to ensure its customer's e-mail does not get automatically sent to a subscriber's "junk mail" folder, and "Autoresponder" features, which allows the customer to automatically send "Welcome" or "Thank You" e-mails to its subscribers ("Constant Contact," n.d.). Such features allow the Webmaster to focus on other marketing initiatives without having to worry about maintaining the current customer base.
More importantly, however, is the fact that e-mail servers such as Constant Contact and others have programs…
Constant Contact. (n.d.). Retrieved from http://www.constantcontact.com/index.jsp .
MailChimp. (n.d.). Retrieved from http://mailchimp.com/ .
Pearls and Peacocks. (2011, May 24). American apparel: porn or art? [Web log comment]. Retrieved from http://www.bloglovin.com/en/blog/2521225/pearls-and-peacocks/follow .
Topica. (n.d.). Retrieved from http://www.topica.com/ .
Former bestsellers, now in paperback, discounts on hardcover.
For those who prefer having hardcover books.
Allows price of Hardback to be within range of trade or PB.
More for gifts of collectibles.
Deep discounts at Amazon's outlet
All product categories
Deals dependent on close out, etc.
Designed to drive traffic to site on low e-commerce day.
Gift cards sent or emailed to anyone, anywhere
Keeping fiscal shopping with Amazon even if one cannot decide on a particular gift.
Gift cards are extremely popular in the contemporary gift giving market.
Also can be used as part of a wedding or baby registry.
Timed deals in all merchandise, changes every 4 hours.
Up to 70% discounts on many items.
People who like to shop; ex. HSN and ShopNBC types.
Sometimes great bargains, but one must check regularly to find them.
References Not Citied
Barnes, S. (2007). E-Commerce and V-Business: Digital Enterprise in the
21st Century. New York: Butterworth.
Barsh, J. et.al. (2000). How E-Tailing Can Rise from the Ashes. The McKinsey
Community Needs Assessment
Recent obsevations in the ti-county aea of ual Iowa have shown a distubing tend of a constant incease in women and young childen in the emegency depatments and sheltes. These women and young childen visits emegency depatments and sheltes with diffeent healthcae concens including undetected female cances, miscaiages, pediatic pediculosis, and symptoms of malnouishment. The county's health executive, Susan, has convened a meeting on behalf of the thee counties to discuss this distubing tend. The emegency sevices diecto noted that most of the women and childen visiting the emegency depatments have no addesses, which is an indicato of them being homeless. While the healthcae executives ecognize the need to addess the healthcae concens of this population, the county's healthcae system has limited esouces and schedule to even help 5% of this population. By the end of the meeting, the attendees agee that thee is need to involve…
reference: A Descriptive Evaluation of Billings, Montana Mothers. Journal of Management and Marketing Research, 1-22.
The Community Tool Box. (2016). Section 4: Segmenting the Market to Reach the Targeted Population. Retrieved from University of Kansas website: http://ctb.ku.edu/en/table-of-contents/sustain/social-marketing/reach-targeted-populations/main
Is the Mazda Lorax ad good?
The Mazda CX- 5 SUV was advertised in 2012 with a tie-in to the Lorax movie. The advertisement promotes the SUV using Lorax themes. The Lorax is a Dr. Seuss book that is based around the concept of corporate greed creating environmental degradation, and the book has a strong environmentalist message. The ad seeks to improve the environmental perception of Mazda, loosely promoting the company's Skyactiv technology. This technology is not really explained other than it seeks to improve fuel efficiency without sacrificing performance. The CX -- 5/Lorax ad is not good, because it represents the concept of greenwashing. The cartoon Lorax character and its themes are used to present this vehicle as environmentally friendly, which is deceptive.
Greenwashing refers to the use of marketing techniques into to mislead customers into thinking that certain products or their production processes are environmentally friendly. Typically,…
Godelnik, Raz. "Lorax Tie-Ins Go Overboard: Is It Greenwashing?" Triple Pundit. Retrieved from http://www.triplepundit.com/2012/03/companies-lorax-greenwash/ . 2014.
Carty, Silke. "Greenwashed Car Ads Make People Feel Good about Polluting" The Huffington Post. Retrieved from http://www.huffingtonpost.com/2012/04/20/green-cars-ads-polluting_n_1440830.html . 2014.
..hile older children and adults understand the inherent bias of advertising, younger children do not, and therefore tend to interpret commercial claims and appeals as accurate and truthful information," said psychologist Dale Kunkel, Ph.D., Professor of Communication at the University of California at Santa Barbara and senior author of the task force's scientific report. (Kunkel, et.al, 2004)
The Lego ads, when seen by younger children who "do not understand persuasive intent in advertising," might feel as if the balance of the world really does hang in their hands -- and an older child might be confused by the overlapping techniques of advertising, which blur the lines between advertising with a persuasive ulterior motive to encourage consumption, and entertainment in the form of cartoons. This confusion might be another reason for the greater efficacy of movie and product tie-ins with children's advertising."(Briesch, Bridges, & Kim, 2004) This fact is seconded by…
Briesch, Richard, Eileen Bridges, & Chi Kin (Bennett) Yim. (Nov 2004) "Advertising
Decisions and Children's Product Categories." SMUCox. Retrieved 6 Dec 2006 at http://www.cox.smu.edu/article/research/research.do/114
Campbell, Margaret & Amna Kirmani. (2000). Consumers' Use of Persuasion
Knowledge: The Effects of Accessibility and Cognitive Capacity on Perceptions of an Influence Agent." Journal of Consumer Research. Vol. 27. Pp.69-83. Retrieved 6 Dec 2006 at http://www.journals.uchicago.edu/cgi-bin/resolve?id=doi:10.1086/314309&erFrom=8138845525183247928Guest
(Conniptions886 2009). Again the ad stresses the outdoor beach culture among those who have the means and leisure to enjoy it.
Coca Cola ads have not seemed to change that much over time. They have sacrificed expressing multiculturalism, without popular exception to build a following for their target market. One comparison ad done by Pepsi and much more reflective of diversity, and especially the diversity of the urban culture is the ad affectionately known as "Chain reaction." In general Pepsi seems to have somewhat let go of the beach culture and decided to focus on the massive urban youth culture. This is not to say that Pepsi has become the label of multicultural expression, as they still clearly target the white youth audience:
(Youtube user DuncansTV2008)
The Pepsi chain reaction video is a great example of the change of focus of one brand to the urban culture of the youth…
CocaColaChannel 2007, http://www.youtube.com/watch?v=tXufTYF80b0
Conniptions886 2009, http://www.youtube.com/watch?v=F8TDXFy7LSo&feature=email
Conniptions886 2009, http://www.youtube.com/watch?v=4o-GR2wogWE&NR=1
Conniptions886 2009): http://www.youtube.com/watch?v=xrBxEZfejBE&NR=1
Affirmative Action in Hiring and Firing in the Ad Industry and/or Ad Firms
Advertising in the United States means a lot of money and as much as $2.1 million is spent on each advertisement during the Super Bowl advertisements lasting for 30 seconds. There is now a question as to whether the composition of workers within the industry, both in the creative sections and in the non-creative sections will affect the effectiveness of the advertising they create. It is true that today there are a lot more of black people being shown on the national television commercials. Whether they are being shown in suitable roles or not can be disputed, but they are certainly present in greater numbers. Today there are many commercials with black people on an increasing number of stations than at any previous time in history. There are of course not enough people being shown with other…
Advertisers avoid Black Media. Retrieved at http://www.blackjournalism.com/advertis1.htm. Accessed on 11/09/2003
Bynum, Russell; Solutions to the lack of blacks in the advertising industry. Retrieved at http://www.bizjournals.com/pittsburgh/stories/1997/01/13/editorial4.html . Accessed on 11/09/2003
Meridith, Denise. My View, Diversity in advertising fights prejudice, attracts buyers. Retrieved at http://phoenix.bizjournals.com/phoenix/stories/2003/03/10/editorial3.html . Accessed on 11/09/2003
National Association of Black Owned Broadcasters, Spring Conference, 1996, pp 1-2
The role of eCommerce in the success of Vapeusa, an eCommerce business that is B2B and B2C -- using a website to sell vaporizer products and accessories to consumers looking for an alternative way to smoke. The company uses Symantec safety and security for its sales and shows that all purchases and shipments are guaranteed by Norton Guarantee -- which is meant to give consumers peace of mind about doing business with this website. This is a way of separating itself from the other players in the field and of looking more professional and credible. It shows that it has the backing of a reputable company -- so this is one way it is using eCommerce to build its marketing. Another way is that the company uses big data on consumers to gather personal information about users' history on the Internet, what they like, how they shop, where they live,…
Lipo Down Plan
Outline of MarCom Campaign- The epublic of Singapore is a SE Asian City State known for its strong commitment to education, modernization, and cleanliness. Over 5 million people live in Singapore, boasting the 3rd highest per capita income of almost $60,000 International dollars. The population is vital, median of 37 years old 87% home ownership and one of the highest mobile phone subscriber densities in the world (Key Demographic Indicators, 2012). All of this contributes to a large number of people who are modern, image conscious, tuned into the modern world of social networking, technologically adept, educated, and consistent with a population with disposable income. Body image is of the upmost importance to a large percentage of Singaporeans; both male and female, but particularly females. Lipo-Down is a natural supplement made from Japanese Wakame Seaweed with the purported benefits of burning fat cells 24/7. While sales of…
UniqueFrequence.com (2012). Social Media & Digital Marketing in Singapore.
Retrieved from: http://uniquefrequency.com/
Key Demographic Indicators. (2012). Government of Singapore. Retrieved from:
External and Internal Environments
External & Internal Environments Business
CBS Outdoor Americas Inc. (NYSE: CBSO) leases ad space in the category known as Out-of-Home (OOH) advertising throughout the United States, Canada, and Latin America (oss Sorkin, 2014). CBS Outdoor went public in April 2014 and separated from CBS ?Corporation (NYSE: CBS.A and CBS), the broadcaster and owner of Showtime, as the final step following its initial public offering (IPO) (oss Sorkin, 2014). The shares of CBS Outdoor rose 18% since the IPO in March 2014 (oss Sorkin, 2014). CBS Outdoor offers a range of outdoor advertising options that are designed to target somewhat different markets: Billboards, bus and railroad media, mobile billboards, specialty advertising signs, sports media, street furniture, and walls (oss Sorkin, 2014). A specialty of CBS Outdoor is an extensive multi-media digital inventory in many of these markets, and highly sophisticated mobile interactive capabilities that extend to all…
Hitt, M.A., Ireland, R.D., & Hoskisson, R.E. (2013). Strategic management: Concept and cases: Competiveness and globalization (10th ed.). Mason, OH: South-Western Cengage Learning.
Levin, M. (2012, February). Was study of digital billboard safety botched? Fair Warning. NBC News. Retrieved http://investigations.nbcnews.com/_news/2012/02/14/10400036-was-study-of-digital-billboard-safety-botched
Ross Sorkin, A. (2014). CBS Outdoor in $690 million deal for advertising assets. Dealbook. The New York Times. Retreived http://dealbook.nytimes.com/2014/07/21/cbs-outdoor-in-690-million-deal-for-outdoor-advertising-assets/?emc=edit_dlbkpm_20140721&nl=business&nlid=54745473
Hansen, M.T. And Birkinshaw, J. (2007, June). The innovation value chain. The Harvard Business Review. Retreived http://hbr.org/2007/06/the-innovation-value-chain/ar/1
Marketing the Bowflex Series 7 Treadmill
Series 7 of the Bowflex treadmills chain is certainly a new and intriguing investment opportunity for a person wanting to have access to a treadmill suited for their requirements. The product is equipped with a great deal of features contemporary workout enthusiasts are interested in and is thus likely to be welcomed with a significant amount of interest from these respective individuals. Even with this, marketing teams tasked with promoting it need to consider the wide range of customers and potential customers that the product might have and get actively involved in developing marketing processes that can help them achieve the company's goals.
hen considering treadmills in general, one has to first take into account one of the most basic functions they provide -- they make it possible for people to run in conditions that are much more comfortable in comparison to running outside.…
Darroch, J. "Why Marketing to Women Doesn't Work: Using Market Segmentation to Understand Consumer Needs." (Springer, 5 Jul 2014)
Advertising Is Effective in Stimulating Consumption
From print to radio to television commercials, advertising is defining the meaning of perfection.
In line with the Stuart Ewen's argument, advertising is dictating what to wear, what to eat and where to go.
How advertising relates to the area of "design, self, and society
Advertising contributes to the improvement of the society
Ads are inspiring and uplifting people, encouraging them to behave in ways that benefit them and others.
Advertising is brightening lives simply by being tasteful, entertaining and witty.
Most advertisements are instances of graphic design.
Here, graphic design refers to the process of visual problem solving and communication by using space, type, color, and image.
Advertisers use graphic designs such as branding, logos, posters, billboards, product packaging and website graphics.
For instance, an advertiser could use product packaging composed of artwork such as logo and pure design components like shapes, color…
Beard, F. K. (2007). Humor in the Advertising Business: Theory, Practice, and Wit. Lanham: Rowman & Littlefield.
Kirkpatrick, J. (2007). In Defense of Advertising: Arguments from Reason, Ethical Egoism, and Laissez-Faire Capitalism. Place of Publication Not Identified: TLJ Books.
Phillips, M. J. (2007). Ethics and Manipulation in Advertising: Answering a Flawed Indictment. Westport, Conn: Quorum.
Weiss, J. W. (2014). Business Ethics: A Stakeholder and Issues Management Approach. New York: Cengage Learning
In politics, it is advisable to apply a plethora of strategies all geared towards realizing triumph against the rivaling camp. The dominating camp and its rival camp apply various viscosities meant to injure the rivals politically. Most campaigns strategies often seek to trail the weaknesses of the rival and as a result, provide justifiable position to attack the opponents at all times. The frames seem a derivative of these stratagems. Political framing is instrumental since it aids the construction of a phenomenon that either favors the dominating camp or disfavors the opposing camp. This study will attempt to compare and contrast the equivalent frame and emphasis frame as applied in Lesbianism Gay and Bisexual (LGB) political topic. This study will construct vivid examples from past two U.S. general elections in relation to the topic. The section is segmented into two main sections. Sections one provide a background scenario…
Box-Steffensemeier, J.M., & Schier, S.E. (2013). The American Elections of 2012. New York:
Callaghan, K., & Schnell, F. (2013). Framing American Politics. Pittsburgh: University of Pittsburgh.
Ferraris, J.P. (2012). Obama 2012: For a Compassionate America. New York: Author House.
Republican Primary Video Research, Analysis & Critique
Covering a Period between March 6th and April 3rd, 2012
Researcher/writer will be analyzing the entire TV/video ad campaigns related to both Mitt Romney and Rick Santorum from 03/06/2012 thru 04/03/2012. In the research paper, compare and contrast the overall ad campaigns of each with regard to:
Type of ad: biographical? Issue? Attack?
Sponsor of the ad: candidate, political party, independent advocacy group (including SuperPacs). Any difference in the type of ads run by each?
What demographic group(s), if any, were the ads primarily aimed at and how effective was it at reaching each?
Press coverage of the ads -- "how extensive? helpful or harmful? iased? And if biased, in what direction?
The overall effectiveness of the ads: very? somewhat? not very? Why?
Candidate reaction to the ads -- "smart or not? Why?
NOTE: The paper should be an overview --…
Bibliography and In Text Citations
Page numbers o Paragraphs -- " This means use proper paragraph form. Indent the first line of a paragraph, etc.
Times New Roman Font - 12pt
Double Space with all margins set at 1
Business Communications Final Analysis Report
In order to apply the strategies and decisions formulated in the initial phases of the communication research, they are applied in the context of business communication, particularly in group decision-making processes. In the final analysis report, the case study on the Creative Media team conflict is discussed, addressing the prevalent issues that bring about miscommunication within the team.
The case study on the Creative Media team situation has the following specifics: Gap Jeans, Inc. is planning to launch a new advertising campaign for its new product, called the Gap Washed Jeans, which features a denim-wash (faded look) feature for women, which will be available in hipster and flared styles. Gap is looking for a creative ad agency that will conceptualize and produce the ad campaign, although specific information about the nature of the ad campaign is not yet formulated. Thus, the whole advertising and marketing…
Coke Pepsi, . For reference, I 57 years male. Written Assignment: Analyzing Advertisements Essay - ough Draft Analyzing Advertisements Overview: Logical argumentation studied accepted forms argument.
The Soda Wars: Analyzing Messages in Advertising
The battle between two soda giants, Coca-Cola and Pepsi, has been raging for many years. Both products are hugely successful, with world-wide brands and a wide array of products beyond their titular sodas. Similarly, their advertising campaigns and the competition that ensues (especially during big advertising events like the Super Bowl) is legendary. Both have recently unveiled several new campaigns that are worthy of analysis. Pepsi launched the "efresh Project," aimed at encouraging civic participation and charitable endeavors. They also released a more conventional Superbowl commercial. Coke has a new campaign called "Stay Extraordinary" and also, naturally, created some one-off Super Bowl advertising. While Pepsi's charitable aims are admirable, Coke provides more compelling, innovative, and amusing content…
Coca-Cola. (2011, February 3). Border. YouTube. Retrieved March 20, 2011, from http://www.youtube.com/watch?v=k-STkFCCrus
Coca-Cola. (2011, March 15). Stay Extraordinary. YouTube. Retrieved March 20, 2011,
Pepsi. (2011, March 09). Pepsi Refreshes Communities. YouTube. Retrieved March 20,
advertising geared to the gay and lesbian communities. Specifically, it will discuss advertising in the context of gay and lesbian culture, and how particular ad campaigns are significant to the gay and lesbian communities. While society has become more accepting of the gay and lesbian lifestyle, there are still many aspects of culture and society that disapprove of the gay/lesbian experience. Traditionally, mainstream advertising has not courted gays and lesbians, but some advertisers have recognized the size and dimensions of the market, and are beginning to break down the barriers in advertising to gays and lesbians in mainstream markets. In the last decade, advertising has become more open, and the gay lifestyle has become more accepted. Advertisers will continue to create new markets to create new opportunities for business and industry, and the gay/lesbian market is still waiting to be fully tapped.
The gay and lesbian lifestyle has existed for…
Author not Available. "Mainstream/B2B Advertising Best Practices." CommercialCloset.org. 2004. 19 July 2004. http://www.commercialcloset.org/cgi-bin/iowa/index.html?page=best
Boyce, David B. "Coded Desire in 1920's Advertising." Gay & Lesbian Review Worldwide 7.1 (2000): 26-30.
Buford, Howard. "Understanding Gay Consumers." Gay & Lesbian Review Worldwide 7.2 (2000): 26-28.
Burnett, John J. "Gays: Feelings about Advertising and Media Used." Journal of Advertising Research (2000): 75.
Global Comic Company (GCC) is a comic bookstore that publishes paperbacks and electronic comic resources. This bookstore is known throughout the world for their innovate use of technology for comic distribution. The company has just launched its newest use of technology, cell phone application. The cell phone users can download the GCC application, where they can get their comics directly to their phone. This feature is new in the comic sector and GCC is leading the way. This is a very exciting breakthrough for the organization. Customers can use their cell phone application to download cartoon clips, and electronic comic books to their cell phone. In this paper I will discuss a marketing strategy and public relation strategy that will help launch this new technology.
The first step in marketing this new product will be to understand the target population. Every company that sells a product has a target population,…
McDaniel, C. (2004). Market Research. United States: John Wiley & Sons.
Taylor et. al. (2010). Focus and diversity in information systems research: meeting the dual demands of a healthy applied discipline. MIS Quarterly. 34 (4) 647-668.
diffusion process? Briefly describe the individuals who make up each grou
The first stage of a diffusion process is the awareness stage. In this stage the consumer becomes aware or informed about the existence of a new innovation. However this group of individuals is only know about the existence of the idea such as a brand name but do not know any further details about the product or the idea. The second stage is of interest where an individual shows interest in knowing more about the idea and how will it be useful to him. In the evaluation stage the customer applies the idea mentally to his situation and evaluates as to what degree is the idea or the product useful to him. In the trial stage, the individuals use the idea or the product but only for experimental purposes. If the individuals are satisfied after using the product in…
Burke, M.A., Fournier, G.M., & Prasad, K. (2007). The Diffusion of a Medical Innovation: Is Success in the Stars?. Southern Economic Journal, 73(3), 588+. Retrieved March 22, 2012, from Questia database: http://www.questia.com/PM.qst?a=o&d=5019432466
Doyle, P. & Bridgewater, S. (Eds.). (1998). Innovation in Marketing. Boston: Butterworth-Heinemann. Retrieved March 22, 2012, from Questia database: http://www.questia.com/PM.qst?a=o&d=115344535
Murray, C.E. (2009). Diffusion of Innovation Theory: A Bridge for the Research-Practice Gap in Counseling. Journal of Counseling and Development, 87(1), 108+. Retrieved March 22, 2012, from Questia database: http://www.questia.com/PM.qst?a=o&d=5033508939
Dockers is a Levi Strauss brand that was initially launched in 1986. Throughout the 1990s Dockers rode a wave of success as business casual gained acceptance in the workplace, and khakis became the pants of choice in mens casual wear. Dockers was at the forefront of the business casual movement and its brand became synonymous with khakis. Such success spurred brand expansion; in 1998 Dockers launched a line of clothing for women, and eventually clothing for children. Over the next several years, the Dockers brand expanded internationally and entered other product categories, such as accessories and clothing beyond khaki pants.
With such expansion, though, came lack of focus as Dockers moved farther away from the early success of its original model. Karen iley-Grant, the current director of global consumer marketing for Dockers says that the brand "…went through a kind of midlife crisis, splintering the message and our advertising started…
Duffy, S. (2010). The Superbowl's biggest winners were also its biggest losers. Brand rants. February, 2010. Accessed July 8, 2010, from http://www.brandrants.com/2010/02/index.html.
Levi Strauss. (2010). 2009 annual report. Accessed July
9, 2010, from http://www.levistrauss.com/investors/annual-reports .
Marsh, A. (2009). How to market in a downturn. Bnet.com.
TV and Magazine Ads. There are five references used for this paper.
Americans see numerous advertisements on TV and in magazines, all aim at getting them to spend their money. It is interesting to look at five such ads and who their target audience is.
The Libmen Company offers a wide array of products for cleaning the home. Their newest product is the Nitty Gritty Roller Mop which is targeted for the middle-class, homemaker.
The ad promises the product will "get to the nitty, gritty of cleaning a floor (Libmen)."
The company demonstrates this benefit by showing the consumer bristles on the mop, as well as the roller portion.
The consumer is shown the mop being used, further successfully illustrating the virtues of the product.
Odor Eaters has a product called Odor Eaters Plus. The product is aimed mainly at middle-class athletes or workers who may…
AT&T Text Messaging Ad. (observed 02 September, 2002 at 1:20 P.M.).
Jeep Grand Cherokee Ad. Time. (2003): 10 February.
Liberman Nitty Gritty Mop Ad. (observed 02 September, 2003 at Noon).
Odor Eaters Plus Ad. (observed 02 September, 2003 at 12:45 P.M.).
Nike television advertisements, as an ordinary girl is transformed into an Olympic runner. Bombarding the airwaves during the 2004 Athens Olympic Games, the "You're faster than you think" campaign is an example of Nike's ability to produce engaging, effective television commercials. hile the ultimate success of these advertising campaigns can only be seen in the quarterly reports of the corporations, from a design and marketing standpoint, the Nike ad is eminently successful. The "You're faster than you think" campaign promotes brand awareness and creates a brand imprint in the consumer brain, but the commercials are also artistic, clever, and entertaining. However, Nike is a large Fortune-500 company with a substantial marketing and advertising budget. Smaller companies such as those listed in Inc. magazine work with a smaller budget and therefore generally produce less dramatic television commercial spots. Moreover, smaller companies cannot afford the prime time Olympics spots like Nike can.…
Amazon.com http://www.amazon.com/exec/obidos/subst/home/home.html/102-4 .
Fortune.com http://www.fortune.com/fortune/fortune500?promoid=cnnmoney .
Inc.500." Inc.com. http://www.inc.com/resources/inc500/index.html .
Programmatic marketing is as some will say the next best way to advertise. In digital marketing, new techniques are being developed to effectively and efficiently target a broader audience through online and the web. The amount of smartphone and tablet users are growing by the day which means companies and organizations need a more cost-effective and faster way to advertise to them. Any types of events can trigger programmatic marketing. Accordingly, it can also be deployed through the use of a set of rules applied by algorithms and software. Human skills are not needed to deploy the marketing aspect of this innovative technique, however human skills are still necessary for software and algorithm development as well as programmatic campaigns since the rules necessary to start the automated process require pre-planning beforehand and proven by marketers. This means that although human labor will be to some extent lessened, it still requires…
Cable, Courtney. \"THE AKRON CIVIC THEATRE: A DIGITAL PRESENCE.\" ETD. The Graduate Faculty of the University of Akron, n.d. Web. 8 May 2014. .
Cameron, Nadia. \"Reports highlight rise and challenges of programmatic video advertising.\" CMO. CMO, 12 May 2014. Web. 13 May 2014. .
De Lombaerde, Veerle . \"Six things to consider before choosing a programmatic advertising partner.\" theguardian.com. Guardian News and Media, 24 Apr. 2014. Web. 8 May 2014.
In conjunction with these car ads, car insurance companies took advantage of this by advertising their services as well. Car insurance companies that I noticed advertising through billboards were Safeco, Progressive, and All State. Progressive provided a catchy and positive note to its ad by having the slogan, "Happy drivers make good drivers." From what I can recall in the All State ad, it mentioned something about safe driving, again with a catchy phrase: "Safe driving bonus for not driving like a paparazzi." These car insurance ads, particularly for Progressive and All State, tackle issues relevant to motorists, their target market: both chose to discuss driving behavior, using different ad 'treatments.' Progressive addressed reckless/irresponsible driving by focusing on the ideal driving behavior and its positive outcome, that is, drivers must have a happy temperament in order to be a good driver. All State, meanwhile, chose to go the opposite route…
Direct to Consumer Advertising
HISTRY F DRUG ADVERTISING
THE DTC ADVERTISING PHENMENN
DECEPTIVE ADVERTISING - A WLF IN SHEEP'S CLTHING
CAUSE F DEATH
UTILIZATIN, PRICING, AND DEMGRAPHICS
LEGISLATIN, PLITICS AND PATENTS
LEGISLATIVE INITIATIVES REGARDING DTC
RECALLED and/or DEADLY DRUGS
In order to provide the most efficient method of evaluation, the study will utilize existing stores of qualitative and quantitative data from reliable sources, such as U.S. Government statistical references, University studies, and the studies and publications of non-profit and consumer oriented organizations. Every attempt will be made to avoid sources of information sponsored by or directly influenced by the pharmaceutical industry.
Existing data regarding the history, levels, content and growth of direct-to-consumer advertising will be examined. In addition, the industry's composition prior to and after the proliferation of direct-to-consumer advertising will be examined, with regard to market share, type of substances sold, benefits of substances sold, and…
On January 9, 2002, Dr. Darlene Jody, Vice President of Medical Marketing for Bristol-Myers Squibb, issued a manufacturer's "Important Drug Warning Including Black Box Information." The Important Drug Warning advises healthcare practitioners that "cases of life-threatening hepatic failure have been reported in patients treated with SERZONE." The manufacturer's Warning indicates that numerous persons have or will suffer liver failure, death or transplantation. The manufacturer's Warning also indicates that the current estimate of the rate of liver failure associated with Serzone use is "about 3-4 times the estimated background rate of liver failure." A new Warning is being added to the Serzone prescribing information, advising that "patients should be advised to be alert for signs and symptoms of liver dysfunction (jaundice, anorexia, gastrointestinal complaints, malaise, etc.) and to report them to their doctor immediately if they occur." According to Warnings, Serzone should be promptly discontinued if signs or symptoms suggest liver failure.
Vioxx belongs to a class of drugs known as COX-2 inhibitors. When the drugs were introduced a few years ago, COX-2 inhibitors were thought to be safer and more effective than other drugs such as Aspirin and Ibuprofen. However, several studies have questioned the cardiovascular safety of Vioxx. Studies indicate that people taking Vioxx have four times the risk of a heart attack.
In May 2002, the U.S. Food and Drug Administration (FDA) published a Talk Paper about new label warnings for the popular arthritis and pain drug know as Vioxx (rofecoxib). The new label warnings are based on the results of the Vioxx Gastrointestinal Outcomes Research (VIGOR). According to the FDA, recent studies demonstrate that Vioxx is associated with a higher rate of serious cardiovascular thromboembolic adverse events (such as heart attacks, angina pectoris, and peripheral vascular events). Based on the recent study, the FDA agreed with the Arthritis Advisory Committee recommendations February 8, 2001 that the label for Vioxx include gastrointestinal and cardiovascular warning information. Serious side effects attributed to Vioxx are heart attacks, seizures, strokes, or liver/kidney problems. http://www.recalleddrugs.com
The ad also says that it is America's #1 weight loss patch. Says who? Just them. There does not appear to be any proof that backs up any of the claims that they make in regards to this product.
Advertising is an essential part of marketing. The intention of an ad campaign is to reach a lot in order to increase the demand for the products being endorsed. In this campaign the advertisers used Highlighting Features. The features of the product should be clearly stated. An advertisement campaign that talks on and on about a product without affirming its features will fail to do any good. A high-quality weight loss product campaign should start by discussing about that the weight loss product has been designed to help people lose weight fast, or lose weight safely or lose weight without regaining the lost weight. People who are troubled about losing weight…
Advertisement Techniques: Creative Advertising Techniques and Tricks. (2010). Retrieved May
1, 2010, from Buzzle Web site: http://www.buzzle.com/articles/advertisement-techniques-creative-advertising-techniques-and-tricks.html
Baker, Sherry and. Martinson, David L. (2001). The TARES Test: Five Principles for Ethical
Persuasion. Journal of Mass Media Ethics.16 (2&3), p, 148 -- 175.
Marketing to children is always complex, because although children do the begging, moms and dads do the buying. Thus, the ad is carefully constructed to appeal to girls and to stimulate their persuasive abilities. The presence of the beloved and popular American Girl Dolls at the bottom of the ad adds to this appeal, as well as links to the doll-selling site. But ultimately, the ad really appeals to American girl's mothers who wish to create an idealized image of girlhood for their still innocent children. This is an image of American girlhood, that may never have existed but which many mothers would like to provide for their children. They mothers are, American Girl, hopes willing to pay richly for their children's images of spring innocence.
Despite the ad's placement on the international medium of the Internet and the expanding base of the company, the whiteness of the girls…
Outfit and Extras for Girl's Splash." (2005) American Girls Website. Retrieved 20 Feb 2005 at http://store.americangirl.com/pls/ag/ag_gr_splash?catid=73908
The product that we will be working with is fried cricket snack called Chapu. This is based on the Mexican chapulines, or fried crickets, that are found in many areas of Mexico, including Mexico City, Oaxaca, Puebla and other south-central regions. Furthermore, Southeast Asians like Vietnamese and Thai are quite well-known for their eating of friend crickets, locusts and these types of things. There is an unserved market in the United States in a couple of ways -- first because these ethnic communities have been ignored with these products, but more important because there is a broader community that has never seen these products.
Crickets are easy to raise, and a highly efficient source of protein. When they are fried, they become crunchy, and take well to seasoning. In that way they are quite similar to other friend snacks that are usually made from starches. That they are rich…
Cabral, J. (2013). Eat your crickets: Los Angeles is the chapulin capital of the U.S. Los Angeles Times. Retrieved May 3, 2014 from http://www.latimes.com/features/food/dailydish/la-dd-eat-your-crickets-los-angeles-chapulin-capital-20130709,0,6370962.story#axzz30fRoQEln
CIA World Factbook: United States (2014). Retrieved May 3, 2014 from https://www.cia.gov/library/publications/the-world-factbook/geos/us.html
InfoPlease (2014). Hispanic-Americans by numbers. InfoPlease. Retrieved May 3, 2014 from http://www.infoplease.com/spot/hhmcensus1.html
Awareness will also be created through social networking websites such as Facebook in order to capture target audience. These social networking websites can also play an effective role in assisting the firm to carry out pre-launch and post launch tracking studies for the effectiveness of the ad campaign.
In order to test the effectiveness of the MLX router's advertising campaign, a market survey would be carried out before formally launching the campaign. This will test how much awareness about the router is already there in the market and what is the scope of further sales. After formal launching of the advertisement campaign, another market survey would be carried out. This will test the awareness level in the target market about the router. The difference between the pre-launch and post launch survey will be used to measure the overall effectiveness of the campaign.
Additional Promotional Activities
Although the regular…
Brocade. (n.d.). Brocade MLX Routers. Retrieved from http://www.brocade.com/products/all/outers/product-details/netiron-mlx-series/index.page
List Building Toolkit. (2010). Research wireless internet router reviews before you purchase one. Retrieved from http://www.listbuildingtoolkit.com/research-wireless-internet-router-reviews-before-you-purchase-one
Articles Base. (2007). Netiron Mlx fuels foundry vs. Cisco battle. Retrieved from Netiron Mlx Fuels Foundry vs. Cisco Battle
AMEinfo. (2010). Brocade delivers on Brocade one promise with world's most powerful 100 Gigabit Ethernet Router. Retrieved from http://www.ameinfo.com/242238.html
Comparison of advertising: The sublime and the offensive
One of the most popular and most-forwarded advertisements in recent memory is the Volkswagen advertisement that features a young boy dressed in a Darth Vader costume apparently controlling the car. People watched the advertisement over and over again on YouTube, as if were a short film, in an era where 'skipping' past advertisements thanks to recorded technology has become increasingly common. This begs us to ask: what makes one ad memorable enough for an individual to watch it without being compelled to do so, while another ad is almost painful to watch?
Print advertisements that appear in magazines do not have many of the advantages of televised advertisements: they cannot move, or use extensive narrative to tell a story. But many effective fashion advertisements create a sense of ambiance that is very compelling. The 2011 campaign for the fashion line Chanel…
Chanel 2011 campaign. (2011). Accessible at http://burstinstyle.blogspot.com/2011/01/chanel-springsummer-2011-ad-campaign.html
FRS. (2011). Accessible at http://costanostra.net/59286/FRS-Don-t-Crash
Direct Marketing Campaign of ECIG
Electronic Cigarettes International Group (ECIG) recently completed a direct marketing campaign that involved giving away 10,000 free start-up vape kits to customers. The giveaway was launched on 9 December 2015, on Wednesday evening and the response was overwhelmingly popular. Customers were given an access code via an advertisement that aired on ITV1 (a UK TV channel) prior to a new episode of Prey. Within hours, the ECIG website was overloaded with customers attempting to utilize the code to acquire their free start-up kit (VIPCIG, 2015). The purpose of the marketing campaign was to introduce new users to vaping in time for the New Year to take advantage of New Year's resolutions that people often take to quit smoking (Gwynn, 2015). Vaping and electronic cigarettes have been cited by UK researchers and scientists as being 95% less harmful than tobacco cigarettes in a study that has…
Cancer Research UK. (2013). The marketing of electronic cigarettes in the UK. UK:
Gwynn, S. (2015). Great VIP Giveaway to see 10,000 e-cigarettes handed out. The Grocer. Retrieved from http://www.thegrocer.co.uk/buying-and-supplying/marketing/great-vip-giveaway-to-see-10000-e-cigarettes-handed-out/529168.article
Kotler, P., Haider, DH and Rein, I. (1993). Marketing of Places. Free Press, New York.