Abstract This paper argues that television viewing by children should be greatly restricted, not only because of the negative affects of watching television in general, but also because the advertising media is actively seeking ways to influence children. The paper examines various aspects of advertising aimed at children, including brand loyalty, in-school programming, and food advertising. It also touches on violence and sex-role stereotyping.
From the Paper "According to some research, while psychology often provides valuable insights about controlling obesity, psychologists are also often on the payroll of the junk food advertisers, informing those advertisers about the best way to reach a child's mind with the message they intend to get across. In addition to that, there is also the ?nag factor,? in which children are encouraged to bug their parents until they get what they have just been convinced they want, disrupting family dynamics in the process. (Cohn, 13) It could be argued that disrupted family dynamics would also lead to additional work for psychologists. And it could be argued that none of this serves the children very well at all. Of course, one might wonder who needs parents or psychologists when one has Ronald McDonald."
Abstract This paper describes the "4Ps" of the marketing mix. The paper explains how these 4P marketing-mix tools, which include product, price, place, and promotion, each play a role in achieving desired marketing objectives.
From the Paper "The most basic marketing-mix tool is the product. This is the company's tangible offering to the market that includes the product quality, design, features, branding and packaging. Product can either be goods or a service that is available for sale either to an end customer or a commercial customer. A customer purchases a product and a consumer puts it to use. At times, a customer is also the consumer. For example a father might buy chocolates for his kids in which case the father is the customer and the kid is the end consumer. It is the task of the marketing manager to find out who his target market is what their product demand is, and offer it to them for sale at every stage in the sequence."
Abstract This essay examines the importance of advertising in today's society and analyses the representation of gender, race and class in today's advertising. The essay argues that gender and racial inequality and stereotyping are very much present in today's advertising and furthermore that this serves advertising needs. It also argues that advertising, combined with technology is a powerful tool in maintaining consumerist culture and that many corporations depend heavily on advertising for profit. Advertising is sophisticated, very well thought through and everywhere. It directly impacts our choices and often mirrors society.
Analyzes Dove's unique and very successful marketing strategy, Campaign for Real Beauty, which took an old idea and presented it in a new and different way.
Abstract This paper explains that, because consumers are bombarded each day by thousands of messages, the challenge for advertisers is not only to get their advertisements noticed but also to have consumers remember them. The author points out that, through global market research, Dove was able to identify an emotional issue amongst its target market that, surprisingly, was very consistent both globally and culturally. The paper discusses the way that Dove's Campaign for Real Beauty used an eye-catching and discussion provoking message plus promoted the sharing of ideas among consumers with similar interests. The author stresses that this interactive meeting of real people and the subsequent exchanging of ideas, experiences and support is what made the campaign a true marketing success. The paper includes many color illustration and charts.
Table of Contents:
Executive Summary
Introduction
Integrated Marketing Communications Plan
Objective
Strategy
Target
Proposed Elements
Advertising
Website
Public Relations
Integration of Campaign Elements
Success in Meeting Objectives
Recommendations
Appendix 1: Dove History
Appendix 2: Promotional Mix
Appendix 3: Dove Websites
Appendix 4: Competitor Websites
From the Paper "Since the inception of the campaign in 2004, Dove has seen double digit growth in a category that typically grows at 2-3% per year . The campaign for real beauty has won countless awards and the campaign website has received more than 2.5 million visitors . The brand has significantly increased its emotional appeal amongst its target market with associations such as "confident", "fun" and "energetic". The high-risk bet that Unilever made paid off; Dove was able to increase market share, create an exceptional marketing campaign, and all while preserving the practical strengths of the brand."
Tags: clutter, emotional bonds, global market research, self-esteem building, integration
From the Paper "Dave Thomas, founder of Wendy's Old Fashioned Hamburgers, has been called ?a living legend of American business. (Washington Speaker's Bureau)? He is most certainly one of the greatest American entrepreneurs of all time. From humble beginnings, Wendy's has become a six billion-dollar international corporation (Washington Speaker's Bureau). Dave Thomas has become one of the most recognized people in America. His influence reaches even to Congress where many of his adoption initiatives have become law (Wendy's homepage). Dave has won numerous restaurant industry awards and honors and has been asked to speak at numerous universities including Duke, Ohio State, and Clemson (Adguide's College Recruiter Employment Site). All of his accomplishments are found to be impressive considering that he began with nothing. "
Abstract This paper deals with how public relations has become an integral part of most successful corporate entities and how and why these corporate and political entities must build their own personal definitions on the role of public relations in modern business practices.
From the Paper "First and foremost, PR serves as an educational tool for managers, employees, and customers. It can explain and demonstrate the quality vision of a corporation when presented in a true and real fashion. Moreover, public relations personnel must always be evaluating the concepts of this vision of quality. Constant evaluation must lead to improvements of the vision so as to avoid a stale plateau in the progression of the company. In line with avoiding stalemate and plateau, PR personnel must also avoid the use of traditional means by which to present their information. Credibility is lost without originality, and corporate employees tend to have a short attention span if they have already seen the used presentation method before. The information that is being presented to the company must be valid as well. This responsibility also falls on the shoulders of public relations. By integrating one's work into research, marketing, and surveying public expectations, PR personnel can, ?narrow the gap between what customers expect and what they receive from an organization.?[1] The main purpose of public relations teams is communication. This point was stated earlier by Cutlip. This communication is a constant process, thereby establishing the responsibility of PR people to be able to provide information on demand. This ever-running cycle of communication causes a long-term outlook within public relations professionals. They, therefore, become future planners for corporations as well."
Abstract In this paper, the writer explores a new marketing strategy for the Ford Motor Company for the year 2002. The writer plans to market the car as the "All American Car" and focus on the family while bringing in angles of family and social values. The catch phrase being "Ford is America" is used and a marketing strategy is presented.
From the Paper "But there are regions Ford doesn't appear favorably, especially the developing nations of Central Europe, Africa, or Asia. What people want the world 'round in a car is the same: a long-term, reliable vehicle at a low price that's fuel efficient with outstanding safety, and stylish. Americans will own several cars in their lifetime. My target in the domestic promotional campaign is to make those automobiles Fords, whether it's their first car, a new car for an expanding family, or a car in for the retirement years. My campaign proposal is designed to strike various sectors of the public. To accomplish that, I am proposing a product identification campaign, using situations or settings that reflect the US domestic market with individuals who appreciate driving Ford motor vehicles. It has to be an all-encompassing spectrum of the societal fabric of America."
Tags: advertising, consumer, market, budget, audience, proposal, promotion, test-drive, media
Abstract By observing different child subjects, the writer of this paper found that while watching TV, children create their own imaginary world and are totally engrossed in it for a period of time. The writer shows that despite recent surveys showing the hazardous effect television has on children's intelligence and social skills, kids are in fact not totally engrossed with the program. The writer discusses how during the program they also insert several tasks such as inviting friends over. The question is asked why certain children lose interest in television programming during commercials and begin other tasks and whether there are any other factors from the commercial itself that prevent them from watching? The research combines behavior observation and questionnaire method to determine how children really feel and think about commercials and the reasons why they leave them.
From the Paper "During the program an observer will need to take notes on how the children behave during commercial break. Since children are doing this at their convenient time and feel nothing different with their ordinary task, it is predicted that they also have several other tasks or objects that usually they have around. Some predicted actions might include starting a chat with other family members, poking their partners and having mischief time, tipping a snack, heading to kitchen to find some other things to eat, having their heads in the clouds, falling asleep, being busy with their toys, books, or tapes, or even starting a phone call. In other case I have even found that some students study for exams while watching TV, since it relieved their boredom and anxiety before an exam. The observer will record everything during the experiment and the possible factors that may trigger the kids on doing that."
Tags: attention, span, Center, for, Media, Education
This paper analyzes the duplicitous nature of advertising in the fast food industry, focusing on the advertisements of three multinational fast food companies, McDonald's, Kentucky Fried Chicken and Long John Silver.
Abstract Fast food advertising has been allowed to profess anything, from the "healthy quality" of their food to the food company's contribution to homeless kids. While fast food giants are quick to take any of their detractors to court for any erroneous allegations made by members of the public, it doesn?t stop these same companies from committing libel themselves through their promotions. However, most fast food companies steer clear of making outrageous claims such any health benefits, preferring to concentrate on marketing their service's convenience, economy and perceived lifestyle. This paper endeavors to highlight this discrepancy in the industry and showcases three fast food companies and their advertising efforts in that regard.
From the Paper "Fast food outlets have become the messiah for the millions of people out there who don"t have more than five minutes to spare in grabbing a bite to eat or for the millions of mothers desperate for one night of not cooking dinner for the family. There is certainly a lot to choose from. All one has to do is switch on the television, turn on the radio, go to the cinemas or even walk down the street. People from all walks of life are bombarded each and every day with jingles and gimmicks and catchcries, inviting the consumer to partake of their fried or greasy menu. Some appeal to the consumer's need for convenience, others appeal to the consumer's economic constraints, and others appeal to the consumer's perceived utopian lifestyle. Some even go so far as to appeal to the consumer's interest in healthy eating. But are these appeals from fast food conglomerates based on truth or are they just trying to beef up their profits duplicitously" This paper endeavors to explore some claims that fast food companies have made in the past through their advertising. Three fast food giants will also be held under the microscope and studied for any evidence of duplicity through their advertising."
Abstract The effects of media are often the scapegoat for a lot of society's problems and teen smoking is no exception. Many people believe that the media is solely to blame for the rise in teen smokers in the U.S. However, there are more determinant factors at work here. This paper explores the causes of teen smoking and provides arguments against the current media effects theories circulating at the moment. It shows that the media is only a vehicle for the tobacco companies to use in promoting their brands to the general public. It shows too that the major influences that determine whether an adolescent will start smoking involve the quality of their relationship with their parents, their peer group dynamic, and the state of their emotional health. The author surmises that only in addressing the problems that may exist in these areas can society properly address the problem of teen smoking.
From the Paper "As an example of the impact advertising has on the teenaged population, another research study discovered that 12- and 13-year-olds residing in Massachusetts who had seen an anti-smoking television commercial were half as likely to take up smoking compared to those who hadn't seen the anti-smoking ad. Interestingly enough, older teenagers did not appear to be affected by the same ads. This is probably due to the fact that older adolescents possess stronger opinions about certain subjects and so cannot be easily swayed or their addiction to tobacco is already entrenched which would nullify the effects of the anti-smoking campaign on them. While the impact of media on young impressionable minds cannot be ignored, it is not the only factor that compels some teenagers to start smoking. Various other factors, which are a bigger determinant, are also at work."
Abstract This paper examines the use of fallacious argument in advertising today. It describes that consumers must be critical and aware of the facts presented by the advertiser and that advertising as a whole, is one with many gray areas"and should be treated as such. The author writes, because the power of advertising"the power of words, images, context, and connections?has become so fully developed, it remains imperative that the public view advertising critically to determine its veracity before accepting the ad's messages.
From the Paper "Advertisements are prolific in today's consumer-based world. Indeed, so important is the construction of effective advertising that many corporations and agencies utilize plethoric methods and strategies to make their ads successful. This does cause a problem: many of these are tainted with fallacy and exude false innuendo, thus "misleading or confusing the public" (U-Haul Intern v. Jartran, 1994). Because the power of advertising"the power of words, images, context, and connections"has become so fully developed, it remains imperative that the public view advertising critically to determine its veracity before accepting the ad's messages. "
From the Paper "Advertising does influence people, which is why newspapers and magazines engage in cutthroat competition to convince corporations to place ads in their publications. What appears in these ads are images that equate emotional well-being with material acquisition and encourage women -? beginning in their teenage years and perhaps even before -- to work at preserving the one "right" look, one that emphasizes thinness except for in the area of breasts, which should always be voluptuous and lips, which should always be full and pouty (Kilbourne, 1995, p. 21).
The average American views three thousand ads in one day. Yet remarkably, most of us believe we are not influenced by advertising. Advertisers do far more than influence our taste -? they manipulate our desires so that their products will become our closest friends and the images that they project of the most.."
From the Paper "The role of women on television has changed over the history of the medium, reflecting changes in the society over the same period. Social roles for women have changed since World War II. Media portrayals of women have been criticized for some time, and television in particular is seen as distorting many facets of American life in pursuit of commercial interests. Movies are accused of ignoring women more and more in our mass culture, and advertising in magazines and newspapers is seen as presenting a distorted view of women in particular, using them as sex objects to sell products. Television is perhaps our most immediate mass medium, entering our homes 24 hours a day, and the image of women on television has a particular power. By the 1970s, women's roles were changing form the more traditional to a somewhat different emphasis on..."
Abstract This paper examines how advertising has grown to become one of the most prominent markets as well as one of the most important resources in our economy and how marketers can sell everything from automobiles, to make-up kits, to zebra-striped bed sets with advertising to offer their specific goods and services to the public. It looks at how competition has since risen from the importance of advertising and persuasion has become an extremely important technique in this growing industry. The media has great influence over how the society thinks, acts, the clothes they wear, and so on?but only if the audiences are actually reached. Only then will persuasion take its course and sell the product, creating needs for other products, which create needs for other products. It's a vicious cycle that continues to revolve in our society, and it always will as long as there is a product to sell.
From the Paper "In relation to the way men and women are pictured, advertising companies try to reach men and women in different ways. Men are encouraged to be seen as masculine and superior, and are offered the basic appeal that certain products can help them achieve this identity. Women are pushed to be the beautiful housewives every man wants who use the right styling and make-up products, along with the sweetest smelling cleaning fluids. Women are offered products to "better themselves" in the way society begs to see them, rather than in the way they would like to be seen. These two worlds collide though, because the images we see in the media have so often become the image we want to have for ourselves."
Abstract The paper shows that marketing is a primary function in business and involves a company trying to sell its product through manipulating four stages: planning, pricing, promoting and distributing. The paper discusses how models and strategies, such as the brand-switching model, the distribution model, action strategy and direct marketing campaigns, have been designed to help marketers make difficult decisions. These strategies and models, however, are not used with business professionals known as visionaries. The paper explores how visionaries think outside of models and strategies to find a better way to deliver higher profits. Strategies and models (as well as marketing agents and visionaries) aside, marketing is changing and those involved must continue to evolve.
From the Paper "This is the basic idea of Carnegie (if we were to adapt his theory into marketing practice). Carnegie has a commonsense approach and believes that giving people what they want is the objective. Carnegie (1980) mentions that he likes strawberries and cream, but when he goes fishing, he notices the fish likes worms. So he says, ? . . . I didn?t think about what I wanted. I thought about what they wanted. I dangled a worm or grasshopper in front of the fish and said: "Wouldn"t you like to have that??? (p.61)
Although some of these ideas may seem simple enough, they are not solely what guides marketing professionals. Some marketers have to rely on theory or management science. Donnelly, Gibson, and Ivancevich (1981) say, "Management science has contributed models for dealing with difficult marketing decisions" (p.375)."
