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The ads focus on the value aspect, illustrating both the high quality of the goods but also the relatively low price. The ads are bright but functional, and attempt to showcase a wide variety of products. In keeping with the diversity of the target market, the ads showcase a diverse range of models.
Abercrombie & Fitch's main advertising formats are its catalogue and website. They reinforce their position with attractive young models in fun or provocative situations. The ads all have a strong undercurrent of lifestyle marketing, which helps target the aspirational component of their target market. They are slickly produced. The catalogue is not mass marketed, but rather must be ordered, which lends the brand an air of exclusivity.
A&F does advertise in fashion and lifestyle magazines, but avoids mass marketing on television, radio or newspapers. This enhances the image of the brand as being one of high fashion.…… [Read More]
And retailers today don't even need four walls. Electronic home shopping, interactive TV, and - as anyone over five years old knows - the Internet. The consumer can choose from virtually hundreds of options" (Witkin, Gary M. 1995).
Lord and Taylor
In order to reach target audiences, retailers use electronic devices such as the Internet. Lord and Taylor uses the Internet to advertise so that they can reach their targeted audience of modern women who are trying to balance career and personal lives. To reach the modern day woman, the company has teamed up Victoria Secret, which has always targeted that particular audience. By targeting this type of customer, they will bring in new generations of modern day women because young females shop together and follow one another.
Abercrombie & Fitch
Abercrombie & Fitch targets college-age consumers by centering its advertising on a quarterly magazine-style catalogue featuring lubricious images of…… [Read More]
However, this is not impossible. Clever and unique advertising campaigns can help to achieve this goal.
Sora, K. Haley, E., and Gi-Yong Koo. (2009). Comparison of the paths from consumer involvement types to ad responses between corporate advertising and product advertising. Journal of Advertising, 38(3): 67-80.
The authors discuss the role of consumers and how they respond to advertising for a particular product as opposed to how consumers respond to corporate advertising. The consumer response to product advertising appears to be stronger because of the way that the advertising campaign is designed for the consumers. Product advertising may used more visual media to appeal to its audience and they may even throw in a catchy jingle that will stick in the consumer's mind. Depending on the type of corporation, this blend of media will not be appropriate. For instance, a pharmaceutical corporation would not want to use the same media…… [Read More]
hired a company create advertising campaign a Massive Multiplayer Online Game (MMOG). The company recently formed previous advertising strategies place. Promote company game targeting gaming demographic.
As Kurtz (2010) mentions, the target market helps the organization by determining the group of consumers that will eventually purchase its products or services. As a consequence, the target market also defines the group that will be the recipient of the marketing strategies and instruments that the organization will use. In the case of MMOG, it will be useful to define this target market according to demographic, behavioral and psychographic criteria.
From a demographic perspective, the products of the company, particularly the new game, are targeting the male individual, primarily the adolescent and late adolescent, which means the age category from 12 to 20. A smaller targeted group could also be the adult male, aged 35 to 45, looking for the game as a…… [Read More]
In terms of Internet/interactive strategy, there are two key components. One places emphasis on direct marketing, through email and text. The other places emphasis on interactive marketing. Development of techniques should demonstrate creativity and innovation. Viral campaigns, games and other interactive experiences, contests and other interactive promotions can all be utilized in order to not only demonstrate the pleasure that comes from using Comcast services but to directly encourage the increased use of the services. The measure for this campaign's success will be the sales per customer figure, with submeasures being usage statistics for specific target services like text messages and pay-per-view.
Overall, the integrated marketing campaign for Comcast targets three distinct avenues for growth -- new customers, new subscriptions from existing customers and existing usage of existing services. The campaign should have consistency of message with regards to the benefits of Comcast, but should also have consistency of appearance…… [Read More]
Mattel's global and domestic advertising of its unique line of dolls under the Barbie franchise. The domestic market has received an advertising campaign that focuses on American values of fun, independence, strength, and beauty; but foreign markets have not been as receptive. The Chinese market for instance did not embrace Mattel's House of Barbie: it was too large and did not meet the needs or values of the Chinese consumer. Thus, Mattel closed it and went back to the drawing board to figure out how to best market to the Chinese consumer. It developed a product that reflected the Asian sensibility, its values and its ideals in doll form.
Mattel: Global and Domestic Advertising
Mattel is a multinational corporation that advertises domestically and globally in different ways. The Mattel Barbie doll is a distinctly American toy that is marketed towards young girls domestically. Barbie is viewed as a representation of…… [Read More]
In a recent L’Oreal advertisement, the company capitalizes on diversity. The product being advertised is the “True Match” brand of foundation. The tagline in the advertisement reads, “Your skin has a story. It’s a mosaic of all the faces before it.” The unconditioned stimulus is the imagery itself, which the company hopes will connect with the viewer’s emotions related to connectivity with community, discovering one’s roots, taking pride in one’s culture, and honoring one’s own personal story. Likewise, the advertisement is a neutral stimulus and would be especially for male viewers. L’Oreal’s marketers aim for a conditioned response (CR) that will entail the consumer taking action by purchasing the product. The conditioned stimulus is related to cultural concepts of diversity. Also, the text of the ad uses the term “mosaic,” and the imagery of a mosaic accompanies this text. By presenting the faces of different women, the overall effect is…… [Read More]
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,…… [Read More]
Government's ole in Advertising egulation
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…… [Read More]
Advertising Effectiveness and Consumer Memory
The relationship between psychology and advertising is not a new one -- in fact, it is fundamental to the birth of modern advertising in America. Edward Bernays, the father of marketing, was the nephew of none other than Sigmund Freud, and used Freud's sense that "man was motivated by passion" to manipulate the senses of consumers and plant seeds of desire within consumer memory (Jones, 2000, p. 283). Since the days of Bernays, all evidence indicates that marketers have utilized cognitive psychology in order to assist advertising effectiveness in relation to consumer memory. This paper will discuss this evidence and research surrounding this association and critically analyze and discuss it.
A Complex elationship
Developing brand awareness and brand loyalty are two of the biggest factors in successful marketing. Establishing either requires an effective campaign that essentially implants the brand in the mind of the consumer…… [Read More]
Studies (Howard 2005) have indicated that it may be very difficult to position healthier foods against traditional fast foods, by virtue of the strength of the latter's long- standing successful history of advertising. Naturally, the fact that healthy fast food cannot hope to compete with traditional fast food in terms of taste and its purported addictive quality presents another challenge that must be met by creative advertising and marketing strategies to overcome those disadvantages from the advertising perspective. Incorporating Challenges into a Marketing Plan:
Incorporating those challenges into a marketing plan requires long-term vision to anticipate the likely pattern of consumer demand over time, specifically in response to advice about health, wellness, and the relationship of diet to overall human health.
Naturally, the healthy fast food industry should emulate some of the strategies that have traditionally proven successful, particularly in the case of fast food in terms of name recognition…… [Read More]
Embedded Communication in Advertising
"There is no evidence that advertising can get people to do things contrary to their self-interest." -- JI Fowles, in Advertising's Fifteen asic Appeals
"Good advertising does not just circulate information. It penetrates the public mind with desires and belief." -- Leo urnett, Advertising Executive and Creator of the Marlboro Man
"The ability to attract new smokers and develop them into a young adult franchise is key to brand development." 1999 Philip Morris report
When the preceding collection of opinions regarding the influence of modern advertising are considered in conjunction with the iconic advertising image shown above, it becomes quite clear that, much like advertising itself, forming an informed position on this ubiquitous aspect of modern marketing is simply a matter of perception and perspective (elch 120). Corporate conglomerates and other private enterprises ascribe tremendous value to the persuasive power of advertising, bombarding the general public…… [Read More]
The same can also be said of corporate organisation that has in their possession accumulated research capacity which enables it to deliver unique products and services from its competitors.
1.2.7 To increase market share.
Advertising can also be used to increase the market share of an organisation resulting from the acceptance of the products but the consumer and subsequent recognition of the brand.
1.3 FUNCTIONS OF ADVERTISEMENT
Advertising as a promotional mix element is expected to play some functions. Organisations usually employ advertisement to play the following functions.
1.3.1 To distinguish products from their competitors
Advertising has been found to be a useful promotional tool when it comes to distinguishing between the products of an organisation from their competitors. There are so many products in the market. Sometime the same types of products are competing in one market. It is even the case that other manufacture may imitate the products…… [Read More]
The headline is when you are focusing on what will be said, to grab the attention of the reader. Focusing on the lay out, is when you want the overall: quality, look and style of the writing to be as professional as possible. This means making the ad: eye catching and free of grammatical errors. Instilling a sense of urgency is when you want the reader to know, that your product is in demand and that there is a limited time to receive the benefits of using it. Where, you will focus on: limiting the offer, the quantity and the time. ("10 Ways to Write More Effective Ads," n.d.)
Strengths and Weaknesses
The book outlines how to effectively write and lay out an advertising campaign in general. This is helpful, because it allows everyone to apply proven tactics, to increase the responsiveness from readers. Yet, the book falls short by…… [Read More]
Evidence abounds. In the 1950s, white people would never have listened to rap because it would not have been included in the commercial mainstream. Today, rap is listened to a wide audience, even whites. As a result of mass advertising in the United States, people just want to look like each other regardless of what culture or race they are from. For example, black people originally started wearing baggy pants, but now everyone is wearing them. On a more global scale, there's a celebration of Western consumer goods throughout the world.
Advertising defines culture by creating large-scale, homogenous buying habits. To do so, advertising is embracing cultures other than the white mainstream. In the process, it defines a culture of consumerism that shapes the very identifies of the cultures themselves.… [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…… [Read More]
Advertising and public relations serve to communicate ideas and convince the audience of something. Politicians are among the most prolific advertising spenders during election campaigns and can have enormous public relations machines. This is especially true of Presidential candidates, who must first run for their party's nomination and then must run for President. We know that Hillary Clinton went from frontrunner to loser in the race for the Democratic Presidential nomination in 2008. There are lessons to be learned about the different factors that contribute to selling an idea, in this case Clinton as President, to different audiences. This case study will evaluate Clinton's campaign leading up to the Democratic primary using the OSTE model. The OSTE model focuses on research, objectives, strategies, tactics and evaluation.
The Hillary Clinton campaign at the time of the case was a large organization. It featured both extensive advertising and public relations, backed…… [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.
hat 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…… [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…… [Read More]
The new campaign for Old Spice Swagger portrays rich, successful, attractive males vis-a-vis an old, uglier, less confident version of themselves. The message is simple: without the product, you are that weak, less confident man. The website for Men's Health magazine is less subtle - all the ads feature well-muscled men. Even in products unrelated to physical appearance we see the same paradigm. Budweiser's ad "Lager Lessons" plays exploits a number of male insecurities, from the perceived fear of commitment to the fact that all of the men are attractive. The message that the advertising industry sends men is clear - you are not good enough and our product will fix that. There is no discernible difference between these messages and the ones that are sent to women by the advertising industry.
McLead, Eric Tyrone. (2003). Selling Out: Consumer Culture and Commodification of the Male Body. Post Road…… [Read More]
Theatrical claims and manifestations do well when selling a manufactured good or service, as long as they continue to credible (Lights, Camera, Action: Creating Effective TV Commercials, n.d.).
The main idea of both of these advertising mediums is to grab the attention of prospective consumers and create a connection between the customer and the product that is being sold. Radio spots are generally short and do not allow for a lot of time to get the message across. TV spots on the other hand are usually a little longer in nature. TV has one advantage over Radio in that it can use images to try and help make the connection and help consumers to remember the product. Radio on the other hand has to rely solely on words and thus must make them very memorable.
Both of these are a bit different from internet advertising in the fact that there…… [Read More]
..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…… [Read More]
lack Thinking Advertising Agency- usiness Plan
Vision, Mission, Aims
Company and Management Structure
lack Thinking is an advertising agency that is poised to penetrate the market of the city of irmingham, in the United Kingdom. irmingham is considered to be the most populous city in the United Kingdom after its capital, London. According to the 2011 census, irmingham is home to a total of 1,073,000 citizens (Council 2012). Due to its high population, there are a number of small yet successful businesses that have erupted over time in the heart of the city. They form a significant part of the city's economy. However, due to cost restraints, not all of them can afford to contract out their marketing campaigns to big firms to gain maximum utility from their advertisement and marketing expenditure budgets. This is where lack Thinking shall step in. lack Thinking…… [Read More]
Integrated marketing communications programs (IMC) use sales promotions as a major factor in their programs today. Marketers have realized that effective marketing is a combination of promotion and advertising. For effective communications programs, marketers have realized they have to rely on promotional sales, direct marketing, personal sales, convectional advertising campaigns and public relations. Sales promotions along with marketing make advertising more effective and, and the effectiveness can be increased by communication to increase awareness. IMC is a communication strategic tool, and it combines promotional mix to deliver maximum communication influence that target the audience. IMC can have the greatest persuasive effect because customers are in contact with brands. Different communicating tools are combined bringing a synergetic effect in resulting communication.
Since the inception of IMC, there have been many changes due to the changing relationship between marketers and consumers. There have also been shifts because of technology and direct communication…… [Read More]
Advertising forms a critical part for the operation of any business. The business owners rely on advertising in order to get in touch with their customers. This brings the need for an efficient way of reaching the potential customers with information about the products. Consequently, many of the business owners have turned to the internet as media for advertising with the main aim of reaching their potential customers faster than before. The adoption of online advertising (internet use) has triggered a hot debate on whether the internet has changed the image of advertising in the market. Some people argue that the internet has benefited advertising while others have their own views about the internet limiting advertisement. Some of the services offered by the internet include e-mail advertising, display advertising, affiliate advertising, behavioral marketing and semantic advertising. This article supports the view that the internet has benefited users in…… [Read More]
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…… [Read More]
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,…… [Read More]
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…… [Read More]
Interestingly much of what Ogilvy talks about, and knew before research was done born out, interestingly, in current research: "Give people a taste of Old Crow, and tell them it's Old Crow. Then give them another taste of Old Crow, but tell them its Jack Daniel's. Ask them which they prefer. They'll think the two drinks are quite different. They are tasting images." Recently, the New York Times supported this contention with science, regarding wine connoisseurs: "The researchers scanned the brains of 21 volunteer wine novices as they administered tiny tastes of wine, measuring sensations in the medial orbitofrontal cortex, the part of the brain where flavor responses apparently register. The subjects were told only the price of the wines. ithout their knowledge, they tasted one wine twice, and were given two different prices for that wine. Invariably they preferred the one they thought was more expensive" (Asimov 2008, p.1).…… [Read More]
1923, in a letter to the editor of the New York Times, Gernsback wrote, "If the future of radio rests upon a foundation of advertising, it would be better that broadcasting did not exist at all." As much as radio advertisements bothered listeners, and continue to do so, advertising has been integral to radio's success. In the early days of radio at the beginning of the 20th century, "most radio stations were owned by businessmen, who used their stations to promote their own businesses," ("Advertising and Broadcasting go Hand in Hand"). In the 1920s, AT&T developed the model known as "toll broadcasting," which set the standard for all radio since then ("Advertising and Broadcasting go Hand in Hand"). By 1930, almost all (90%) of the radio stations in the United States broadcasted using the "toll" model, where operational costs were defrayed by selling advertisements. This "changed the way broadcast was…… [Read More]
Effects of social advertising on the American society
Having seen that the society at large is highly dependent on the social media, and it is on these social networks that the social advertising has turned to, it is necessary to look at the extent to which the society today has been affected by the medium of transmission and the content of the social advertising.
The underlying fact about the social advertising is that they want to make a positive impact on the society in general, it is the drive to see a better society that makes the foundation and core business of the organizations involved in social advertisements.
It has been seen that the same techniques used in promoting profitable goods and services can as well be used for information purpose, educate and motivational aspect to the public about the non-profitable issues like HIV / AIDS, the energy conservation, politics…… [Read More]
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…… [Read More]
The aspect of Steve and arry's marketing strategy that emphasizes comparable quality for lower prices than its competitors appeals very directly to all parents who pay for their children's clothing. Whereas teens and young adults respond most positively to any association between products and popular celebrities and sports figures endorsing them, their parents are practically oblivious to those connections, except perhaps to the extent they realize that products associated with celebrity endorsements are likely to cost more than they perceive them to be worth (elch & elch 1998).
Ordinarily, parents are accustomed to arguments, especially with teenagers, over their preference for name-brand apparel despite the similarity in quality. Long-standing authoritative marketing research into consumer buying trends (Ogilvy 1983) suggests that teenagers (and many young adults) are much more status conscious than mature adults.
According to general principles of social and developmental psychology, this is partly because of the heightened importance…… [Read More]
Corporate Social Responsibility: Its Extension to Consumer Advertising Imagery
The last few decades have seen the emergence of two trends that have important implications for the field of consumer advertising. The first trend, as indicated in Gulas and Mckeage's literature review, is a growing body of research evidence that the imagery projected in consumer advertising has psychological and sociological effects.
This indicates that consumer advertising imagery is now being measured for its possible effect on consumer psychology and social behavior. The second trend, which is related to the first, can be seen in the widely acknowledged public demand that businesses need to demonstrate their social responsibility and conscience in all forms of organizational activity. These two trends make it evident that advertisers and their agencies can no longer defend socially irresponsible advertising imagery by using the traditional argument that consumer advertising merely mirrors society. Instead, as this paper will establish,…… [Read More]
These include phone conference call groups, web-based groups; or as a substitute use telephone depth interviews. (You don't get the group interaction, but the results can be better than group settings.)
Rule 3 - Request that the moderator use a non-directive approach. (A non-directive approach is one that constructs questions for the group that encourages participants to be free flowing with their descriptions)
Projective techniques are often useful in easing participants out of an analytical mode. One projective technique, asks, "If this company were an animal what animal would it be? What would the competitors be?" In this way, they talk about brand image without being peppered with a series of brand questions.
Use advance written questionnaires. This primes respondents on key issues to be discussed, and it gives them a reference for the group discussion, thus making it easier for the unpopular viewpoint to be mentioned. ("Well, no one…… [Read More]
Behavioral analytics are making it possible for companies to combine personas and social networks, gaining invaluable insights into the performance of promotional programs in real-time. In addition to all of these benefits, analytics will make it possible for marketers to fine-tune each element, offer and even digital channel used in the presentation of a promotional offer to a specific audience. By combining all available sources of analytics, marketers will be able to have a 360-degree view of customers while also aligning their promotional strategies to each phase of the buying process with much greater precision than has ever been possible before (Acker, Grone, Blockus, Bange, 2011).
Impact of the Internet on Advertising
In strategic terms the Internet has made digital marketing, promotion and advertising strategies more precise and measurable. The proliferation of analytics applications, many of them Cloud-based, are revolutionizing how marketers plan and execute their promotional, advertising, and services…… [Read More]
This phenomenon objectifies women by suggesting (at least implicitly) that only the opinions and sensibilities of the most attactive females, such as the models featued in advetisements, ae wothwhile. The mee absence of females of aveage and less-than-aveage elative physical attactiveness fom commecial advetising conditions eveyone in society to ignoe women unless they ae paticulaly sexually attactive. Besides being unfai to women who happen not to look like the models in commecial advetising, this also devalues any legitimate talents and the intelligence and meaningful contibutions of women who do happen to be elatively attactive. It ceates the natual infeence that attactive women who ae successful achieved thei success by vitue of thei physical appeaance instead of thei othe attibutes.
In addition to objectifying women as though they ae nothing moe than thei elative level of physical attactiveness, the ovewhelming focus on sexuality and female attactiveness in commecial advetising also denigates…… [Read More]
P&G Branding Strategy and Advertising
ecently installed Proctor & Gamble (P&G) CEO Bob McDonald spoke to shareholders recently and articulated the vision of the company, "to touch and improve lives" (Leader's Interviews. N.D.). In this context the indefatigable CEO has set out a bold initiative of adding one billion consumers of its products within five years, adding to the existing four billion customers who already are P&G customers (Sewell, D. March 6, 2010). Accomplishing this goal however, requires a carefully crafted mix of marketing strategy which allows for reaching a differential of customers across demographic variances including: socioeconomic, age, technological awareness, and geography. McDonald, points to the "hundreds of millions of people who have yet to buy their first bottle of Tide, their first Pampers diaper or a Gillette shaver" (Sewell, D. March 6, 2010). In implementing this global strategy of reaching existing and new consumers, P&G utilizes a diverse…… [Read More]
iPad: Advertising and marketing Apple's 'next new thing' iPad: The advertising campaign strategy
What exactly is an iPad? One of the initial challenges of marketing this new device from Apple was explaining to consumers precisely what the iPad offered in terms of value and functionality. It was neither a laptop or a mobile phone, or strictly an e-reader. Apple called the device an iPod Touch on steroids: a touch-screen e-reader and Web tablet that was smaller than a laptop yet larger than a mobile phone. With a price tag of $499-$829, the product seemed clearly targeted at a high-end market, given that most of the features of the iPad were already offered by other, existing devices such as phones and computers. The uses for the product were not new and cutting edge, rather it was the integrated nature of the design that was unique, much like the iPhone. It was…… [Read More]
Theme: The use of popular entertainment figures in print, on television, and on the Internet to sell sugar to children
Print Advertising: Kellogg's Star Wars Pop Tarts
Who could be more worthy of one's trust than the wise, kindly figure of Star Wars' young bi Won Kenobi (embodied by the actor Ewan MacGregor) when he is fighting the Dark Forces of destruction embodied by the mature, black-mask encased Darth Vader? A recent advertising campaign for Kellogg's pop tarts deployed just such a popular media figure to sell Pop Tarts to children. "Toast up this Jedi Snack!" It shouted from the printed page. In the advertising campaign for the pop tarts, the name of Star Wars is not merely invoked to make Kellogg's Pop Tarts seem more attractive or tasty for breakfast. Rather the new 'Wildberry' flavor of the tart and the images movie are melded into one, erroneously…… [Read More]
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…… [Read More]
Marketing Communication Process
Google Inc. is an U.S. based multinational public corporation that operates primarily in the internet search function, cloud computing, as well as a range of different advertising solutions. The company is large and extremely multifaceted. Google develops a large number of services and products that are part of a larger suite of Google products. These products are offered for free to the end users and Google primarily generates the company's revenue stream from advertising. Although Google sells advertising through AdWords and other platforms, it must also promote itself with a marketing communication strategy.
Google has grown from modest roots to become one of the most admired companies in the world today. The company's official mission statement is "to organize the world's information and make it universally accessible and useful." However, the company is also known for something of an unofficial slogan which is "Don't be…… [Read More]
As Belch and Belch (631) note, "music and sports are universal languages for teens." By creating this association, Coca-Cola is increasing its appeal to the young market. In saying this, it must be noted that music and sports stars and recognized as idols for many teens. This includes that teens look to these stars or celebrities to determine what is considered cool. Music and sports celebrities that have featured in advertisements for Coca-Cola include Christina Aguilera, Michael Jordan, Shaquille O'Neal, and singer Mya. By having these celebrities endorse the product, Coca-Cola is communicating to the young audience that the product is considered cool and linked with success. It must be noted that the celebrities that endorse Coca-cola also tend to be young and attractive. This shows that the product is not just being positioned to appeal to all people who consider athletes and celebrities successful. Instead, it is specifically being…… [Read More]
Natural Way Products: Alternative Advertising and Diversification for Greater Market
Natural Way Products is already a leader in the natural products market in New Zealand's North Island due to the quality and effectiveness of its products, which are hand-crafted in a way which is respectful of nature and better for the consumer, using the best ingredients. They want to expand their market share to include all of New Zealand, to go from their current share of 10% to 15% in the next five years, and expand to Australia. The way they should do this is by expanding and increasing their advertising, to raise awareness of their products, opening up new markets and increasing their visibility (Demers, 2010).
SWOT Analysis. Through breaking down Natural Way Products into these four essential elements, it is possible to gain more insight into the strength and stability of the…… [Read More]
For a short while, iVision advertising will supersede advertising for all other Apple products in order that the message be delivered without dilution.
There are a number of opportunities for public relations with respect to the iVision. Apple product releases are well-covered in the mainstream media, so demonstrations in key cities for the media will allow for greater outreach, and hopefully more unpaid press coverage. In addition, PR can be carried out in the Apple stores as well. Demonstrations can show consumers how the iVision can interact with a number of devices. When consumers understand the value added element of the iVision, with respect to how it makes all other consumer electronics function better, the appeal of the iVision will be evident.
In addition, the public relations campaign can be supported on the Internet by promoting the products on various free media outlets. Apple can also create informative spots for…… [Read More]
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…… [Read More]
Race and Advertising
Virginia Slims and Virgin Boef
Easy to Swallow Social Poison and a Mad Cow Solution)
Popular media today is driven by the advertisements that fund it, and our society is significantly influenced by the images that are found within those advertisements. It is said that the popular consumer is both the producer and the product of social inequality and this can be seen as strongly in the portrayal and interpretation of gender and race stereotypes as in any other example. Advertisements have been shown to exaggerate cultural differences between genders and races. (Coltrane, Messineo) hile the unfair caricatures of certain groups may not be as blatantly cartoonish and obvious as those of decades past, there still remains a very definite stereotypical set of boundaries into which different groups, especially minorities, must fall in order to be featured in the majority of popular media. These kinds of portrayals,…… [Read More]
The managers will not act as apologists for staff failures, but will instead accept responsibility for the deviation. The manager will outline the situation as he or she understands it and the different steps that have been taken to remedy the situation. If a direct remedy is required for the customer, then the customer shall receive a direct remedy from the company.
hile such a policy may be costly to implement, the casual dining segment of the restaurant business is subject to intense competition. Any misstep on the part of the company is likely to result in a lost customer unless significant outreach is taken. Any customer who complains is somebody who wishes to do future business with us and is looking for a reason to justify that future business. e shall take that to heart and use their complaint as an opportunity to create a local customer who gives…… [Read More]
Diamonds may be a girl's best friend, according to a concept popular in the 1950s. Alternatively, diamonds might also be forever, a concept popularized in advertising for several decades. Diamonds are a symbol of love, but they have hardly been the source of much loving interaction between various populations of humans. In fact, diamonds have been at the root of intense and deadly strife in Sierra Leone, most notably, for most of the past two to three decades. The fact that advertising for diamonds is so memorable suggests that advertising messages have some causative responsibility for the devastating civil wars in Sierra Leone, and the human suffering that resulted.
Indeed, in 2000, the orld Bank released a report noting that "Greed for Diamonds and other 'Lootable' Commodities Fuels Civil ars." (orld Bank eb site) The report did not mention advertising as a direct contributor. Conceivably, that conclusion could…… [Read More]
It is often said that 'we eat with our eyes' first, and children are no different. hen hamburgers are in attractive packaging emblazoned with cartoon characters, children will want to eat the burgers more than broiled chicken and whole wheat pasta. Conversely, Cornell's Center for Behavioral Economics in Child Nutrition Programs found that children eat more fruit when the fruit is displayed in attractive baskets rather than in stainless-steel buckets (Aubrey 2011). However, the presence of fast food offerings is too powerful to resist, even when fruit is present. In my own experience, I notice that when children beg to go to McDonald's, they show no interest in the healthier menu. One study of McDonald's located on hospital premises found: "hen apple dippers and milk jugs were on the menu...families rarely ordered them. Apple dippers were purchased by anywhere from 0.3% to 3.6% of kids; milk from 1.1% to 6.6%…… [Read More]
advertising claim that firms advertise to manipulate people's tastes and defenders argue that advertising provides information. Both are correct, and characterizing these views as "pro advertising" or the reverse is not particularly accurate. Most industries exist in a state of monopolistic competition, and advertising is one of the ways that companies can differentiate themselves from the competition, and through this differentiation companies can exert a greater degree of market control (No author, 2012).
Firms sometimes use advertising as an informational tool, as it provides an opportunity to reveal to consumers the differences between the advertised product and its competitors. Typically, each product within an industry will differ at least slightly with respect to its design and the quality level of the workmanship and other inputs. In addition, firms use other marketing elements such as distribution to help with differentiation. Advertisers often use brands as shorthand for the product or service…… [Read More]
(Snyder & Deono quoted in Kjeldal 2003, Introduction section, ¶ 6).
The results from the study Kjeldal (2003) conducted with 70 participants in two stages suggest that the word association responses high self-monitors (HSMs) produce reflect selective activation of a personally meaningful, experiential, system. The responses low self-monitors (LSMs) produce, on the other hand, indicate an intellective factual system.
2. Decision Making Process Theories
Dr. onnie Halpern-Felsher (2009), an Associate Professor at theUniversity of California, San Francisco, identifies a number decision-making criteria in her report, "Adolescent decision making: an overview." According to Halpern-Felsher, determinations of definitions for a competent decision, the process of how the decision was made, differ dramatically. The actual behavior or outcome, albeit, does not determine competent decision making, however, during the normative model of decision-making process, one does consider the consequences to not choosing a particular behavior or a specific event.
Normative models of decision making,…… [Read More]
Companies use advertising plans to build awareness about their product. Company uses different plans to promote their sales. It uses trade show plan to demonstrate what they are selling, sales promotion plan for incremental sales, public relations plan for free ads, internet plan for instant distribution of product specifications and information, customer service plan to repeat sales, research plan to monitor activities regarding the products and customer satisfaction and last but not least marketing plan which helps to identify when to market, how to market and who are the target audience for the product (Luther, 2011).
Marketing plan must cover the below 12 areas to form an effective marketing plan to increase sales (Wong, 2010).
Marketing plan must have the executive summary
Introduction about the marketing plan and the product
Analysis of the market situation for the product.
Analysis of the target customers
Analysis of the competition for the product…… [Read More]
advertising on male vs. female buying behavior. Many studies indicate that men and women shop and buy differently. Men tend to shop less and simply buy what they need, regardless of price, while women tend to shop more, comparing prices and quality. Gender definitely affects how you buy and what you buy, as studies consistently show.
Consumerism is rampant in America, even with the current recession. etailers have products Americans need and want, and they need to know how to market them successfully to make their businesses grow and prosper. They need to know that men and women have very different buying behaviors, and they need to know how to attract them effectively. As one study notes, "When it comes to shopping, women are from Nordstrom's and men are from Sears" ("Men Buy"). Women do a majority of the food and clothing shopping for families. Another Web site notes, "…… [Read More]
.....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…… [Read More]
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.
The question…… [Read More]
Television Advertising on 20-Something Females
Effectiveness of Television Advertising
Television is a traditional, yet the largest communication medium used by business corporations to promote their products and services to their potential customers. Advertisements done on television reach large target audience in both urban and rural areas. Every television advertisement has a specific target audience which constitutes the most potential customers for the company. The response rate and reaction of audience to television advertising is much greater than all other traditional and contemporary marketing mediums. Companies use targeted advertising on this medium to achieve better results of their marketing efforts.
This paper aims to evaluate the effectiveness of television advertising to young female consumers with age group of 18-25. It is widely believed that television advertising largely influences the behavior of young females which then becomes their attitude. Young females with age group of 18 to 25 are highly active viewers…… [Read More]
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…… [Read More]
That is evidenced by the fact that prevention messages produced affirmative responses to questions about curtailment and curtailment messages produced affirmative responses to questions about prevention.
(4) Perception of realism is likely a critical element of any anti-drug messaging campaign expected to appeal to a teenage audience.
Exactly what do you recommend for the de-marketing communications campaign?
There would seem to be little basis to presume that either a prevention strategy or a curtailment strategy would be more effective than the other. It is most likely that both approaches would be advisable because teenagers who already use drugs are much less likely to respond as hoped to the curtailment messages whereas teenagers who do not already use drugs would be more likely to respond as hoped to the prevention messages. More specifically, teenagers who already use drugs are beyond the point where a prevention messaging strategy would be productive.
On…… [Read More]
in-House vs. outsourced advertising
Outsourcing: Common usiness World and Organizational Experiences With Large Growth
The objective of this study is to examine outsourcing in the business world and organizational experiences with large growth and the use of outsourcing. Specifically this work will examine the decision of an organization on whether to use in-house advertising or whether to outsource its advertising.
The decision to conduct in-house or outsourcing advertising is greatly depending on the organization's staffing situation and the advertising and marketing needs. One reports states "Proper in-house advertising and marketing efforts depend largely on having a trained and enthusiastic staff or at least a designated and professional advertising and marketing director who will be responsible for coordinating all efforts and building the firm's image. If you yourself have experience or talent related to advertising and marketing, and know exactly what you need and are looking for in terms of the…… [Read More]