Abstract This paper examines how the "Milk Got, Hmmm"? dairy ads featuring Yoda from Star Wars have been widely publicized in magazines, on billboards, and widely spread around the Internet. It looks at how the purpose of this ad is to encourage people to drink milk, based on the health claims made within the text and also based on the appeal of the character of Yoda. It also discusses how the health claims that it makes have been largely debated and how there may, in fact, be false statements ,since there is a great deal of scientific evidence actually pointing to milk as a cause of bone density loss.
From the Paper "This advertisement attempts to appeal to the logical consumer by stating claims that milk will be beneficial to the drinker's health. It is only reasonable to assume that people will be attracted to a product that will give them better health and a longer life, and this is exactly the claim that the text of this ad makes. As opposed to explaining that it is a mastery of use of The Force and his dedication to Jedi studies that has prolonged his life, the Yoda in this ad states that it was in fact milk that allowed him to live for nearly a millennium and remain strong. ?When younger are you, strong bones milk builds, yes. But when adults, slow rate of bone density loss, it does.? seems like a very logical reason to drink milk. Unfortunately, this claim may not be backed by actual fact."
Abstract This report provides insight into one of the pizza industry giants, Domino's Pizza. Like the majority of success stories in corporate America, Domino's Pizza has a "rags to riches" tale. This review offers an appraisal of the company's advertising strategy and its media campaigns. Initially, the report illustrates the origins of this corporate giant leading up to its nomination as the "Chain of the Year" in 2003. A detailed review of the corporate quarterly reports is utilized to demonstrate the company's consistent growth despite the instability of the American economy. The report also focuses on some of the more successful advertising methodologies Domino's Pizza has used in the past and suggests some strategies for the future. A review of the more pertinent market research is senior management has used in order to make strategic decisions are pointed out. The paper provides insight into the company's advertising budget, as well as its image as a community asset with regard to social and ethical issues.
From the Paper "As a multinational corporation, Domino's Pizza does all of the retail sales advertising that can be expected from an operation of that size. They invest heavily in flyer, television, radio and newspaper advertising. Their new internet portals allow customers to order pizza over the net from local outlets and also provide many details of the organization as a whole. The company expends a great deal of energy advertising for franchise owners as well as customers. Throughout the franchise documentation, the company highly recommends that the new franchise owner get involved with the local community and the social and ethical issues of that community. All of this needs to be taken into consideration when the company creates its overall advertising campaign."
Abstract This research paper attempts to show that advertising and marketing are not quantifiable sciences like the physical sciences where certain results can be expected after inputs of a certain amount have been put in. The paper shows that marketing is a social science, which changes a lot with society and is currently going through a phase of transition due the new information technologies. Furthermore, the paper demonstrates that the job of advertising is to pass on the information about products and services to consumers, and this method itself is undergoing change due to the changing influences of the Internet. This new medium gives the consumers many options, and the possibility of passing on misinformation to them in a convincing manner is becoming limited.
Literature Review
Is Advertising Untrue?
Reactions to Advertising (?) Failures / Negative Effects
The Development of New Media
From the Paper "Modernization has also led to a situation where the ownership of media is getting fragmented, and the progress of the information from the marketing organization to the consumer is no longer passing through clear stages. There are now cases where the information is going directly from the marketing organization to the consumer, and in that case, it is difficult to classify it strictly as advertising. The role of the marketing organization is now the most predominant in the entire process of advertising in whatever form it may be. The negative effects, whatever they may be is thus the responsibility of the marketing organizations as they are the most powerful in the triumvirate of the marketing organization, advertising agency and the media owner."
Tags: marketplace, movement, products, firm, value, building, increasing, customers, media
Abstract This paper examines how strategic product placement is, at least, a half-century-long advertising industry practice that evolved alongside the 20th century motion picture industry. In particular, it looks at how the benefits to advertising through strategic product placement are so numerous that it is almost curious the advertising industry has not embraced and exploited it even more aggressively than it has. It also discusses the ethical implications.
Outline
Background and History
The Benefit to Advertisers
Ethical Analysis
From the Paper "Critics maintain that product placement crosses the line demarcating ethical and unethical advertising. According to the Center for the Study of Commercialism, product placement in movies results in an advertisement saturation level that is detrimental to the authenticity and artistic integrity of the feature film industry that warrants proper referencing within the credits for honesty sake (Govani, 1995). On examination, ethical objections to advertising through product placement seem to violate no ethical principle, at least none that is at all distinguishable from those that can be lodged equally against traditional forms of advertisement."
A proposed marketing communication plan to build on the expressed interest and demand for the Toyota Prius to increase sales and profits for a local Sydney Toyota dealership.
Abstract The overall mission of this report is to create a plan for increasing the market interest, resulting in increased sales for the Toyota Prius. The marketing plan is designed to put the Prius in front of the public, communicate a message about the hybrid vehicles features and benefits, increase the public's awareness and favorable opinion of the vehicle, and ultimately increase market penetration. It examines how, currently, the Toyota chains in Sydney, Australia, are selling 30 units per month and how the goal of this marketing and communication plan is to increase that sales rate by a significant margin to 600 units per month in the greater Sydney area.
Outline
Executive Summary
Overall Mission
Budgets
Timetable for Launch
Product Description ? FAB and SWOT
SWOT Analysis of the Prius
Audience Profile
Advertising Creative Tasks
Advertising ? Media Planning and Buying Tasks
Competitive Environment Analysis
From the Paper "Featured in this advertising will be the winners of the Prius give-away. Also, the winners of the "I love my Prius because" contest will be features, and the contributions received from this contest can become the heart of the marketing message. The marketing in this phase will shift form the transmission ? rational approach to the ritual ? emotional approach. Because of the successful execution of the first two phases, the marketing campaign will have build a successful foundation on which to create increased buying demand. The first two phases were designed to create consumer interest. These final two phases will be designed to create consumer purchasing decisions."
Abstract This paper examines how thousands of studies have pointed to a relationship between media violence and real life crime and how years of research show that exposure to media violence causes children to behave more aggressively, both immediately and in their adult years. It discusses how violence on television is detrimental to our society and its future and looks at ways in which it can be controlled, such as the Action for Children's Television (ACT) and the V chip.
From the Paper "In 1968, Action for Children's Television (ACT) was established in order to convince the Federal Communications Commission to limit violence and force the networks to show programs that are more educational for children(Howe 123). Despite ACT's efforts, Congress and the FCC did nothing to promote children's television. However, twenty-two years after the creation of ACT, Congress passed the Children's Television Act of 1990, which directed the FCC, in reviewing TV broadcast license renewals, to "consider the extent to which the licensee has served the educational and informational needs of children." Congress also prohibited indecent broadcasts outside of "safe harbor" hours (10 p.m. to 6 a.m.), the hours when it is least likely that unsupervised children will be in the audience(Carter 67)."
Abstract Breast augmentation surgery seems to be a growing trend in this day and age. Superficially, it has become accepted by society and often classified as beautiful. In reality, young women are paying exorbitant prices for a painful and risky surgery. In addition, the fragile self-esteem of these women is put into the hands of the doctors, hoping that they will make them beautiful. This research paper explores the effects of breast enlargement surgery and the media on college-aged women. The paper includes personal observations by the author.
From the Paper "It seems to me that plastic surgeons play on these insecurities to make their money. For an example, the initial consultation is thoroughly humiliating. The patient has to take off her shirt as the doctor marks all over her body with a "sharpie" marker. He points out all of the woman's imperfections and what he hopes to do with the surgery. Now, once a
young woman sees all of these imperfections she's never noticed before, she?ll want the surgery more than ever. This is the mentality that the doctors hope for in their patients. In fact, according to Joel Studin, about 70% of the women who complete the initial consultation end up following through with the surgery (Studin 3). Another tactic used is the offer of a free consultation. While this may initially sound like the doctors are doing the patients a favor, they know that 70% are going to come back and pay $3,000- $14,000 to get the surgery completed. Yet still, the free consultation appeals to young women and brings them in, just to be pointed out where all of their imperfections are."
Abstract This paper addresses the sensitive issue of the practice of companies that track consumer trends on the Internet and, in turn, use this information for advertising targets on a person's computer. It discusses how this is discouraged when children use the Internet and looks at the laws and prohibitions in place, which in theory, are meant to limit and protect the consumer from unnecessary abuse.
From the Paper "Until the debate is settled, if ever, it is largely up to the consumer to protect himself. Companies are using many methods to track and collect personal information. While the programming ingenuity is admirable, the ethical and legal use of the collected data is yet to be determined and we do know that it opens up many doors of risk. While identity theft is a major risk, the collection of personal information to create a user profile can be beneficial if the user maintains control. A profile allows personalization that can give users a sense of belonging. It allows a site to greet the customer by name, offer services and products according to individual preferences, and not being required to retype requested information. In this light, such risks can be worthwhile if the user is careful."
Abstract This paper examines the practice of public relations produced by Edward L. Bernays's way of looking at information dissemination. The paper also looks at more recent advances in thinking about the function of communications between what are lately termed "stakeholders" in any given public enterprise. The paper presents a result that reveals that public relations is still operating much as Bernays designed it to do.
Outline
Edward L. Bernays in Brief
Modern Approaches to Bernays's Creation
Ethics Enters the Debate
How Many Flavors?
Conclusion
From the Paper "During a career that spanned more than 80 years, Bernays was billed as a press agent, publicist and public relations counselor, depending on the styling needed for acceptance at any given moment, and had some major accomplishments most Americans would not realize were not "always there" but rather were attributable to Bernays? engineering of the public belief system. For example, he got Americans to eat bananas and children to like washing with Ivory soap. He humanized President Calvin Coolidge, and talked William Paley into making news a very strong component of his fledgling Columbia Broadcasting System, or CBS. None of these could be viewed as a bad thing."
This paper states that, since nearly every sector of our lives is affected by modern media, the media has a profound and ubiquitous influence on public opinion.
Abstract This paper explains that bias is an endemic and unavoidable part of the newsgathering and reportage process, especially in the area of racial bias. The author points out that advertising, another area in which the media can have a profound influence on public opinion, has achieved the status of a carefully crafted art form whose message can have a negative effect on individuals and society because of selected bias. The paper relates that some of the ways in which bias is influencing public opinion are (1) disguising opinions as news by using loaded language and well-portioned adverbs or adjectives and (2) providing selective content by failing to give proper context and full background information, which distorts the true picture.
From the Paper "While the most extreme form of media bias in shaping public opinion is propaganda, the most infamous use of the media influencing public opinion was no doubt the way in which the Nazis influenced the German public. However, there are many instances in the contemporary world where media bias, which tends towards propaganda, is prevalent. The political manipulation of pubic onion is known as propaganda. An example of the way in which the media can influence public perception through suggesting a sense of legitimacy is through polling and a constant stream of subjective media reports. The method of influencing the public is termed self-fulfilling polling."
Abstract As society has become more health savvy, the cigarette industry has had to confront new and potentially devastating challenges to its business. The legal, political, and other challenges it faces occur both in the United States and abroad. This paper covers issues such as ethics, advertising, health organizations, and restrictions. It examines the innovative ways that cigarette companies have developed to market their products, despite the growing opposition and restrictions.
From the Paper "In Eastern Europe, cigarette manufacturers occasionally openly defy restrictions, spotting the weakness of the local laws in countries such as Hungary. In addition, cigarette manufacturers have also used philanthropic efforts as marketing ploys. Donating money and materials to a variety of causes from hospitals and schools to senior centers and homeless shelters, the cigarette manufacturers have found a potent branding opportunity in generosity."
Abstract This paper takes a look at American culture and the consumption patterns of American youth in television, film, and other entertainment venues. The paper describes some of the legal, economic, historical, political, and cultural reasons that advertisements directed at youth are so prevalent and ubiquitous in American media.
From the Paper "?Mommy I want that!? When discussing how American culture "corrupts" children, the first words to come to mind are usually four letter words, or words pertaining to highly sexualized scenarios. Yet the culture of American capitalist cultural consumption is if anything more omnipresent and equally damaging to American children. It has created a legacy of conspicuous consumption of unnecessary consumer products over the course of the past, present, and future of American television and culture. It is likely to continue to affect the minds of children, creating a generation who believes they are what they buy, rather than what they believe??Generation Bling! Bling!? as the generation to come after Generations X and Y are often called. Identity is being reduced to a commodity rather than a real culture of art, literacy, and moral judgment."
Abstract When discussing how American culture "corrupts" our children, the first words that come to mind are usually four-letter words or words pertaining to highly sexualized scenarios. This paper argues, however, that the culture of American capitalist cultural consumption is, if anything, more universal and equally damaging to American children. It has created a legacy of prominent consumption of unnecessary consumer products over the course of the past, present. and future of American television and culture. The paper argues further that American consumer culture is likely to continue to affect the minds of our children, creating a generation of people who believe they are what they buy, rather than who they really are as a person.
From the Paper "Furthermore, as the nation grows increasingly in debt from consuming a large array of cultural products deemed necessary by advertisers, and obese from the amount of food sold through supposedly entertaining venues, the problem of how to address this crisis remains. Artistic integrity of television, movies, and other venues must be maintained of course. But advertising and the first amendment are hardly synonymous with cultural quality. As early as the 1980?s, when ET consumed Reece's Pieces, as a result of a marketing deal, and causing the peanut butter flavored shells to skyrocket in popularity, movies as well as television have formed an alliance with advertisers."
Abstract This paper examines how the media's influence in Western culture is pervasive and how, through magazines, television, and print ads such as billboards, advertisers have consistently adopted gender stereotypes in terms of body image and use these stereotypes to sell their products. It looks at how the stereotypical womanly ideal is slender to the point of looking unhealthy and how men are consistently presented with an overly muscular, perfectly lean physique. It considers the effects of such unrealistic stereotypical ideals and looks at the effects of the female stereotype on men and of the male stereotype on women.
From the Paper "The presentation of the ideal female stereotype also has effects in terms of eating disorders that are seen in parts of the world where this ideal predominates. Since the ideal presented is so far from normal, and can rarely be attained by healthy means, anorexia nervosa and bulimia rates have risen. The only way most women can approach this stereotype of is through starvation or disordered eating. Research (Botta et al., 2003) has shown that rates of eating disorders may be predicted based upon the magazine reading habits of the women studied. If subjects were repeatedly exposed to images of unrealistically thin models, prevalence of anorexia and bulimia was greater. "Overall, magazine reading and processing accounted for"28.0% of variance for girls? anorexic behaviors?27.5% for girls? bulimic beahaviors?23.4% for girls? body satisfaction?[and] 41.6% for girls? drive to be thin.? (Botta, 2003). Ironically, men do not see thinness as the same prerequisite for attractiveness in women that women themselves do."
Abstract This paper explores the different aspects of a legal case brought against McDonald's, dubbed the "McLibel" case, examines the "Super-Size-Me" issue made controversial by the movie entitled just that, ?Super-Size-Me," and examines the issues that Australia is presently handling in the educational system in relation to the McDonald's Corporation. Finally, the paper compares and contrasts all of these cases and their various attributes.
From the Paper "According to a report from ABC Newsnet Online, one-thirds of Australians are either overweight or obese. The plan for a ban on advertising of junk food during children television hours is expected from the Government as a strategic effort in reducing childhood obesity. According to the report at least one out of five people in Australia are overweight. Dr. David Kemp, Prime Minister of Education met with McDonald's Corporation concerning an issue of training at McDonald's as being integrated as school curriculum and points being given the students in this Mcplan of curricular oddity."
