This paper discusses the Australian not-for-profit adcampaign called YBeBlue, which is designed to help people recognize the symptoms of depression in themselves and in others, especially adolescents.
Abstract This paper explains that the ads's effectiveness is based on their ability to use the visual language of other youth-oriented ads to attract adolescents, a group highly likely to suffer from depression. The author points out that the YBeBlue campaign has linked its efforts to those of a number of for-profit companies, a strategy that is becoming increasingly common and can prove to be quite effective for the company concerned, as well as highly useful for the non-profit. The paper relates that the campaign uses television spots, a Web site, banners, and postcards distributed to schools, universities, government agencies, and health centers in a very directed strategy of distribution of information.
Table of Contents
Introduction
A Different Type of Product
Adolescents Targeted By Depression
Using the Language of Young People to Talk to Young People
Moving From Television to Print
Cause-Related Advertising
From the Paper "The causes of depression include both biological and possibly genetic causes as well as a range of environmental ones. In many individuals, depression is caused by an interaction between biological and environmental (both personal and general) factors. Depression is categorized as an affective disorder, which means it is one of the forms of mental illness in which the defining characteristic is a mood disturbance. The affective changes in depression are a feeling of sadness (which matches with the popular understanding of the disorder), but it is also marked by feelings of guilt, helplessness and hopelessness. It is these last three that are at least as debilitating as the sadness itself."
Abstract Diesel is a clothing and fashion company that originated from England in the late 1980?s. The company grew quickly domestically and began exporting items to different parts of the world. Currently Diesel have offices in many major cities of the world and have created a defined company image and target market. Steve Marks from Diesel Australia described the age demographic of their target market as male's aged between 16 ? 30 and females aged 20 ? 35 and other demographic factors have changed significantly over time. The advertising campaigns featured below start in 1992 and finish with some of the more current ads. This paper will show 5 of Diesel's ads and aim to analyse 1) what is being shown in the ad 2) the message that is being pushed and 3) the consumer behaviour issues that are relevant to the ads.
From the Paper \\\"The first of the advertisements was issued in various magazines in May of 1992. The advertisement depicts two young people sitting in the foreground, surrounded by a number of old aged people who appear to be worshipping the sun. These old aged people in an enclosed concrete and metal area surrounded by sun-beds that tan artificially. The \\\\\\\'Diesel people\\\\\\\' (the two young people who wear the actual clothes) have their backs to this rather grotesque scene. The old ages people in the back of the shot all wear very similar bathers and stand like clones of one another. The Diesel people in contrast are positioned away from these other characters assuming they have personality and individuality. This contrast alone works in favour of the clothes, as it connotes that Diesel provide an effective means of proving one\\\\\\\'s individuality.\\\"
Abstract This paper examines the Dole Fruit adcampaign set to target a group of consumers whose lives are busy and whose lifestyles do not allow them to make the wisest nutritional choices possible. The paper explains that Dole wants to encourage their consumers to trust and take advantage of the added nutritional values that the Dole products have and the affordability they offer.The writer explains the SWOT analysis and discusses the company's objective (as set in the SWOT analysis) - to remind the consumer that Dole offers a superior product at a very competitive price. The writer also discusses the costs involved in the marketing plan and explains that the budget must be approved before final approval of the campaign can be made.
Outline:
Objectives
SWOT
Target Market
Campaign Message
Tracking, Feedback and Control
Effective Feed Back Mechanism
Campaign Distribution
Feedback Mechanism
Costs
From the Paper "The advertising campaign should be set for the winter months starting in November and set to run approximately 3 to 4 months. Also the target groups of this campaign are those who wish to maintain the nutritional benefits and benefit from cost savings. They are concerned with trying to maintain healthy diets and offer this same to their families (i.e. children, spouses, parents, and friends)."
Abstract This paper explains that effective advertising campaigns are essential to a company's financial success; a good adcampaign can be a key to a company's success. The author points out that Nike uses a slick mass market advertising strategy; whereas, the microbrewery targets its consumers and potential buyers through trade magazines. The paper relates that the advertising campaign of Internet-based Amazon.com is like Nike's in its broad, ambitious scope, but lacks all the artistry of either Nike or Stone Brewing. Amazon.com places small ads on a multitude of websites, enticing web surfers to view items related to whatever it is they are searching for on the Internet.
From the Paper "Smaller companies, such as those listed in "Inc." magazine, work with a smaller budget and therefore generally produce less dramatic television commercial spots. Moreover, smaller companies cannot afford the prime time Olympics spots like Nike can. Even so, a host of smaller companies do produce effective, engaging advertisements that target a specific consumer group and leave definite brand imprints. One example is a microbrewery based out of San Marcos, California. Listed in the Inc 500 list, Stone Brewing delivers an effective, artistically brilliant and humorous advertising campaign that manages to bypass television or radio. Instead, Stone Brewing focuses its attention on trade magazines and specialty publications and relies more on clever marketing than on slick ads."
Abstract The paper looks at how Dove's "Campaign for Real Beauty" affected the company image and sales. The paper reveals that whether the campaign is succeeding in its stated goal of improving women's self esteem is up for debate, but the campaign has definitely been extremely beneficial to all of Dove's products. The paper further relates that Dove received national debates, media coverage in unprecedented amounts, and an 80 % increase in volume shares, which, in the writer's opinion, is something almost any company would be satisfied with.
From the Paper "In June of 2005 Dove released its now famous Campaign for Real Beauty ad campaign, designed to sell firming lotion to women. The advertisements and commercials feature six women, ages 20 to 26 who range from a size six to a size twelve. The emphasis is on appreciating the beauty of natural women and not the artificial ad agency ideals of the ultra thin supermodels. The company, who once sold bar soap exclusively, has certainly flaunted the rules and ignored conventional wisdom."
Abstract This paper presents a detailed examination of the creation of an advertisement. The writer creates an ad for Pepsi Cola and answers several important marketing questions during the design. Looking at factors such as competition, the consumer, media and layout.
From the Paper "The focus of this advertisement development is the brand name of the soda Pepsi Cola. Pepsi Cola is a dark colored soda that combines the sweetness of sugar with the addition of caffeine. Pepsi cola is a popular brand of soda whose chief competition is the brand name of soda Cocoa Cola. Cocoa Cola and Pepsi have many similarities in taste, look, and target consumer groups that it is important to design an advertisement that will allow Pepsi customers to identify with the product and feel a part of a special and elite group of peers."
Abstract The writer discusses a three-pronged campaign strategy that is provided for a candidate running for Governor of California. In this article, the writer discusses the campaign strategy that is broken down into three sections. The writer looks at the campaign speech; at campaign strategies; and after election hiring and issues involving the federal government.
From the Paper "Fellow Americans as a child growing up with middle-class working parents I am very excited to announce my candidacy for California's Governor today. Martin Luther King Jr. said 'Our lives begin to end the day we become silent about things that matter.' I refuse to be silent about the hold that fat cats and lobbyists have on Sacramento. I am running today as a new kind of candidate, one who is determined to take back our government and ensure that it works for ... "
Tags: lower- middle-class, gay marriage, abortion, health care, prescription medicine, media, grassroots campaigns, demographic groups, voters, fundraisers
Abstract This paper discusses the public relations campaign for Riordan Manufacturing as the company prepares to move operations to China. It considers the public that must be addressed by the campaign and what messages might be used for each public, with the publics being the targets for the public relations campaign, meaning employees, customers, shareholders, and local residents.
From the Paper "The publics for an organization can also be called the stakeholders (Grunig, 2005, para. 1), and for Riordan Manufacturing as it prepares to move its operation to China, these include the targets for the public relations campaign, meaning employees, customers, shareholders, and local residents. The interests of these different groups differ as well, and thus any message directed at them might have to be tailored to the specific group to be effective. The employees who lose their jobs in the U.S. constitute a large group that should also include their families, increasing their number considerably. Any messages directed to them must explain the change, when it will occur, how it will affect them, and what compensation might be afforded because of the loss of their jobs."
Abstract This paper explores the issue of why the Kokoda campaign has not become Australia's dominant military legend. It will also present a brief account of the important events during the war, to support the conclusions and discords.
Abstract This paper studies and critiques the potential effects of the 2002 Bipartisan Campaign Reform Act (BCRA). The paper cites the act's important changes to federal campaign finance law. The paper also assesses how and to what degree BCRA protects and promotes the public interest.
From the Paper "President George W. Bush signed into law the Bipartisan Campaign Reform Act or BCRA. The BCRA contains a number of important changes to federal campaign finance law. While many in the United States see BCRA..."
This paper looks at the history of the Guardian ad Litem system, a system of volunteers and attorneys representing children who are victims of child abuse and neglect.
Abstract This paper examines the history of the Guardian ad Litem system, which is a system of volunteers and attorneys who represent children who are victims of child abuse and neglect. They investigate a case and make a report to the judge. The paper looks at how effective the program has been and some of the problems it presents.
From the Paper "Historically it has always been believed that parents took care of their children's best interests but this fallacy became apparent when Dr Henry C. Kempe published "The Battered Child Syndrome" and it was recognized for the first time that such a clinical condition existed and threatened a child's life.
Tags: Guardian ad litem (GAL), Court Appointed Special Advocate (CASA)
Abstract The author discusses the negative effect of the Shays-Meehan Campaign Finance Reform Bill on the Democratic Party. He evaluates areas of finance, organization, public perception of victory, freedom of speech and the potential court challenge. The Democratic Party is urged to consider changes that would invalidate this legislation.
From the Paper "In theory, the bill sounds like a promising idea as well as a noble political cause. This bill would abolish ?soft money,? the unlimited monetary contributions usually made by unions, corporations, interest groups and wealthy individuals to national, state and local political parties ("Key Provisions of Shays-Meehan"). This money, according to critics, is used to influence elections, buy politicians, and is said to have caused much of the campaign finance scandals of 1996. Many believe that ending this flood of special interest money will restore integrity to decision making in congress (Americans for Reform)."
Abstract The wheels of capitalism are oiled with the tool of collective bargaining. In this four-page we analyze how what we have stated is possible. Moreover the paper also evaluates the sub-strategies and tactics employed by unions when bargaining collectively: the case in point being the Fairwear campaign.
Abstract This paper provides a guideline for planning and running a political campaign, including the specific goals that must be set and achieved, how to formulate and disseminate the candidate's message and how to get out the vote.
From the Paper "All political campaigns seek to persuade the public to vote for a candidate by managing the message that is communicated to the electorate through the media. The core message of any campaign is comprised of more than words and pictures. It is one component of ..."
Abstract This paper examines the 2004 presidential campaigns of Kerry, Nader, and Bush, explaining how each addressed the issues of education, poverty and social security.
From the Paper "Each of the three candidates for the presidency has easily distinguishable positions on three central issues, namely education social security and poverty... The American people deserve to know that the social security trust fund will be protected by the federal government at all costs... The president has failed the American people by ignoring the issue of poverty and focusing on tax cuts..."
Tags: 2004 Presidential Campaign Kerry, Nader, and Bush. education, poverty, and secial security
