Abstract This paper examines the issue of billboard advertising from the premise that it is a feature of modern American life that needs to be regulated by the federal government. It examines the history of such regulation as has already been enacted. It examines the effects of those regulations. It also examines the attitude of the public toward outdoor advertising, particularly billboards. It also gives some supporting case histories regarding the effect of billboards on citizens? lives.
From the Paper "Without the automobile, there would have been no need for advertising billboards, although they might have given people walking to visit a friend or trotting a 12-mph-horse to town something to do. Plus, they could have looked at those "messages" a lot longer than can people speeding by at 60-plus miles an hour. Still, advertising depends on a lot of people seeing the advertiser's message so that the expense of broadcasting that message to potential buyers will be repaid, and profit made as well. So, it took not only the invention of the automobile and roads, but achieving a critical mass of people owning and traveling in automobiles to make billboards a reasonable means of advertising products and services."
Abstract This paper explains that Claudia "Lady Bird" Taylor Johnson, the wife of President Lyndon Johnson, during and after her husband's time in the White House, was involved with several environmental initiatives, which continue to make an impact decades later. The paper describes Lady Bird's efforts to make cities and highways throughout the U.S. more beautiful and relates that Lady Bird promoted legislation to protect the environment, although today not all laws remain in place. The writer also states that, as other first ladies, Lady Bird Johnson also knew that her place was to support her husband on his own personal issues.
Outline:
Introduction
Each First Lady Had Something of Her Own on which to Work, be in Healthcare, the Arts or Social Services
Lady Bird Johnson, Wife of Lyndon, Had Her Own Personal Issue
As Other First Ladies, She Will Always be Remembered for her Impact
Environment, the One Word to Sum up Lady Bird's Contribution
Quote: "Ugliness is so Grim..."
Beauty without and within People is her Legacy
Scenic America Considers Her its Spiritual Godmother and Inspiration
History behind Beautification Legislation
Bird Started the Committee for a More Beautiful Campaign Due to Run-Down and Decrepit Conditions in Washington, D.C.
Effort Grew from Cross City, to Neighborhood to Neighborhood to Across the U.S.
Her Committee Planted Trees and Flowers at Major Landmarks, and They Still Remain Today
As Momentum Increased, Wildflowers Began Replacing Ugly Billboards across the Country, and the Media Followed Her Ongoing Clean-Up Act
Despite Cynicism about Big Industry and Loop Holes, Legislation was Passed
Further Environmental Movements
She Pushed Hard from the Wilderness Act of 1964, Land, the Wild and Scenic Rivers Program and Expansion of National Parks
Made Littering A Public Acknowledged Problem and Led to Increase in Anti-Pollution Culture in 1970s
In 1982, National Wildlife Research Center
Grand Canyon and National Concerns
Problems Reappeared, as with any Legislation
Some states have Reneged on Billboard Usage; Others Continue the Fight
Still Better Than Situation Would Have Been
Conclusion--Why She Did It. Quotes.
From the Paper "Unfortunately, as with many laws, the Highway Beautification legislation was not tight enough to keep the large concerns from moving through the loop holes, and the small concerns, as those along Route 66, to suffer the consequence. Time went on, and the number of billboards continued to grow. Today, the billboard blight is worse in some states than others and environmental groups actively work together to keep additional laws from making matters worse."
Tags: wildflowers, scenic america, billboard native, loop holes
Abstract The paper focuses on four types of advertisements and identifies the persuasion tactics and the audience that they may be attempting to persuade. The paper discusses a television advertisement that was the Obama team's attempt at political persuasion, an advertisement for billboards, an advertisement found in a parenting magazine and an advertisement to dine at a restaurant.
From the Paper "John McCain, Barack Obama, and countless other politicians running for various offices want American votes. McDonalds, Burger King, Taco Bell, and Applebees all want diners to stop for dinner. From what we wear to what we eat to what kind of car we buy, corporate America is trying to get our attention through persuasion. Of course, this has always been the case. With the emergence of the very earliest civilizations came one person's desire to sell things to another. Thus, scenes like the one from Disney's Aladdin, where merchants called out on shoppers to buy their wares in an ancient open market, were realities. In Biblical times, Jesus drove the money changes from the temple; they were trying to persuade the devout that they needed to purchase animals to sacrifice. In fact, persuasion has always played a great part in religion."
Tags: television, elections, billboards, images, context, language
Abstract In a recent Business Week article on September 20, 2001, Pepsi Co Inc. created a line of young men's and women's apparel, footwear, and accessories that would serve not as a crude brand billboard but rather reflect the lifestyles of Pepsi and Mountain Dew drinkers. Why would Pepsi invest in such a venture even though the Pepsi icon might not be visible on these products? Do you think this marketing strategy is a trend or an effective long-term strategy?
From the Paper " PepsiCo Inc. is best known for its soft drink Pepsi and Mountain dew and yet, over the years it has also created logo items, such as T-shirts, hats and duffel bags with the Pepsi globe design. These are part of its marketing strategy to promote the drinks in the minds of the people making the drink a part of the life of their life. But that sort of marketing has its limitations. These items can be taken to the beach but they are not a 'brand'. In today's lifestyle a brand name is what is needed to succeed. It is the brand name that grabs the attention of the consumer and retains their loyalty as price, quality etc. become associated with the name accordingly. So the logo accessories that were promoted by Pepsi may have been used but they did not create an awareness of Pepsi in any market other than that of soft drinks."
Abstract This paper takes a look at the obsession that women have about their weight and size. It claims that advertising, social pressure and media all have major roles in fanning this obsession. It provides a history of the fashion industry and show how this too has influenced this phenomena.
From the paper:
"36-24-36? Those numbers might not mean a thing to some, but for many women, they are the hallmark of western society's obsession with weight. Everywhere you look, scantily clothed women with well-defined midriffs are smiling back from televisions, movie screens, magazines, and billboards. The advertising world wants you to believe that these women have it all: they are beautiful, they are thin, and as a result, they are happier than you. While most people would agree that this is certainly not true, a growing number of women are left wondering: Do I have to be thin to have it all?"
Abstract This paper examines how the tobacco industry markets it's products, with specific attention payed to the youth market. The author also describes the tobacco industry, and details its success and failures, especially over the past years wince the public now has a heightened awareness of the negative affects of smoking. Several components of the marketing plan are analysed and evaluated. The components of the campaign discussed include the use of cartoon characters, free cigarette giveaways, event sponsorship and the use of walking billboards.
From the Paper "Researches and findings have indicated that tobacco companies have always attempted to target their marketing campaigns entirely the young generation between the ages of 18- to 25 year who are mostly smokers. Furthermore, the financial incentive is overwhelming for involving underage smokers more effectively than the competition. Countries like Unites States and Canada has the tobacco industry sponsors with so-called youth access programs, in which the retailers are repeatedly told as not to sell tobacco products to minors (Redirect to - Regulation of Tobacco Sales, Marketing, and Use)."
Abstract Approximately every day the tobacco industry loses around 7,000 customers in the U.S. alone. This paper examines ways in which the tobacco industry markets its products in order to retrieve some of these lost customers, with emphasis on promoting cigarettes to the younger generation. Issues explored include cartoon characters, free cigarette giveaways, sponsored public events and walking billboards. The paper also discusses the results of these attempts on product marketing.
From the Paper "The most shocking example is the RJR Nabisco's Joe Camel campaign that aimed to hit its young targets. (Ad week's Marketing Week, 1991) Joe Camel has greatly influenced not only the teenagers between the ages of 14- 18 years but even the very young. For instance of the study showed that almost one-third of three-year-olds matched Joe Camel with cigarettes and by the age of six, children were as familiar with him as with the Mickey Mouse (Brand Logo Recognition by Children Aged Three to Six Years, 1991)."
Abstract The paper provides an overview of the topic of sexism and offensive messages in advertisements. It points out that the average American views up to 3000 advertisements a day and therefore the messages that come across have a huge impact on the viewer. The paper uses the example of De Beers diamond ads as an example of sexist advertising and offers suggestions, such as boycotting products, as a means to control offensive messages.
From the Paper "The ways in which women are stripped of their individuality through traditional advertising tropes can be seen in a DeBeers billboard that was recently easily spotted when driving on local freeways. What is so striking about this ad is that it manages to be offensive and sexist without actually portraying any women at all. But by trading on sexist stereotypes that should be long dead (or rather, should never have existed in the first place but most certainly have no business being brought in to play now) it qualifies as a perfect example of how are inundated with messages in the mass media that diminish women in a way that should make us all ashamed."
An in-depth evaluation of several marketing strategies adopted by Coca Cola in order to increase its market share in the international market and its rapidly expanding its operations worldwide.
Abstract The Coca Cola Company was founded as a small business enterprise and has grown to become one of the largest companies operating worldwide. The rapid expansion of Coca Cola and its leadership in several markets is primarily because of its effective and well-defined marketing strategies. This paper gives a history of the company and discusses some of its earlier marketing ploys from advertising its products through newspapers and billboards in 1900 to being advertised on the radio and television in the 1930's. It also analyzes some of today's several marketing strategies such as product lines, brands, packaging and pricing adopted by Coca Cola in terms of their success, future trends and recommendations for improvements.
From the Paper "Coca Cola has adopted the strategy of differentiating its brands from that of the competitor through strong image building of its brands. Its strong advertising campaigns have always focused on developing a strong image of its products. The brand building efforts of Coca Cola has based on image and its association with energy and fun. Another important aspect of Coca Cola's differentiating strategy is its taste. The company has maintained the taste of its product since its introduction in the market. The taste of Coca Cola is one of the most important factors that give an edge to the company over its competitors."
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.."
Abstract In this paper, the author looks at the growing outdoor advertising industry and discusses the reasons for its increasing popularity over traditional advertising methods. The act of using personal vehicles to carry advertising messages is a rising economic trend due to the continued growth in American driving.
From the Paper "Traditionally, billboards and outdoor advertising have been considered an inexpensive way to reach consumers in targeted areas with specific businesses. One of the fastest growing sectors of the outdoor market is the emergence of the Internet E-commerce companies. One of the focuses that Driving Billboards is taking in the future is to determine methods of linking drivers who use mobile phones (an increasing segment) with the emergence of wireless internet connectivity and offer dot.com companies package deals, where they can advertise on a car or truck, with an advertising message that asks drivers to click on the Internet site for instant response. The future of this field is limitless."
Tags: public, transportation, media, sales, phillip, morris, general, motors, distribution
Abstract Perhaps no other business understands how people perceive the world as much as the advertising industry. Advertisers tap into the way we react to stimuli, whether visual, auditory or tactile. Through their ads, advertisers are able to influence the way people react to a particular product. The most successful ads tap cause a memorable or emotional response and, most important, trigger purchase. However, advertising campaigns are themselves the products of current social tastes and trends. They are also shaped by the psychological processes of human perception. This paper looks at the perception phenomena of sensory adaptation and how it affects the advertising industry. The first part of the paper discusses the current research on sensory adaptation, how it works and the implications on human behavior. In the second part, the paper discusses examples of how sensory adaptation pushes the advertising industry to constantly create new ads and to generate new ways of selling a product.
From the Paper "Ad campaigns are not meant to last. Even the most successful campaigns ? like the Snapple Lady and Alka Seltzer's Plop-Plop-Fizz-Fizz ? are eventually retired. One reason why agencies and corporations spend so much on advertising is because an ad is only good for a limited period of time. After a while of seeing the same thing over and over, people simply tune out. This is the diminishing return effect caused by sensory adaptation. To keep up, companies will pull an ad and come out with a new one, hoping to once again hook the audience's attention.
In addition to new content, many agencies create ads that are designed to shock. In 1997, for example, The New York Times carried a full-page ad that featured ?Children Made to Order.? The ad maintained that the Gattaca Company could engineer a child based on their parents? preferences for traits like skin color, intelligence and athletic ability. In fact, the ad was not for a bioengineering firm, but for the movie Gattaca. The eye-catching ad succeeded in catching attention by provoking a strong emotional response."
Abstract The media, including television, magazines, radio, internet and billboards surround everyone daily, sending messages about what items to buy and why. While the effect is obvious among the adult population, the effect is even more profound on the teenage population. The present day media has established a target on adolescents, influencing them to smoke, drink, look a certain way and dress a certain way in order to be accepted by society. This paper focuses on the affect that television has on teenagers, showing that the average American teenager will view nearly 14,000 sexual remarks, sexual innuendos, and jokes per year. The paper details the negative effects on these youths, including an increase in violence, early sexual activity, substance abuse and eating disorders.
From the Paper "Studies have shown that young women subscribing at an early age to "teen" magazines such as "YM" or "Teen" have a much higher rate of eating disorders. According to the National Eating Disorders Association (2002), an increase in magazine viewing led to a 45% increase in lowered self esteem in young women age 12-15. Another study showed that 66% of young women believed that models in magazines were their "ideal" image, or what they were expected to look like (Irving, et al 1998). Actually, the average American woman is 5?4" tall and weighs 140 pounds. The average American model is 5?11" tall and weighs 117 pounds. Most fashion models are thinner than 98% of American women (NEAD, 2000)."
This paper discusses branding and its application in two Israeli companies, including the use of urban space for advertising via the method of advertising on buildings and on billboards.
7,405 words (approx. 29.6 pages), 14 sources, 2002, $ 163.95
Abstract This paper compares the background and marketing programs of two companies operating in Israel: the Neviot mineral water company, an Israeli company, which is an aggressive marketer; and the Buiron homeopathy company, a Belgian company, which is a more traditional marketer. The author points out that Neviot was one of the first companies to adopt the advertising-on-building media by showing a huge bottle of mineral water painted on the wall of a thirty-six-story tower building located next to a freeway. This paper states that advertising on buildings is a form of urban decoration.
Table of Contents
Introduction
Branding and Space - Theoretical Background
The Meaning of Branding
Branding and its Ramifications
Consumer's Perspective
The Firm's Perspective
Branding Approaches
Individual Product Brand
Family or Blanket Brand
Company Brand
Distributor Brand
Licensing
Brand Image and Perception
Marketing
Penetration
Market Development
Product Development
Diversification
The Art of Brand Construction
The Myth of Brand Loyalty
The "Neviot" Company
The "Boiron" Company
Background
Main Groups
The Products ? Strengths and Weaknesses
Strengths
Weaknesses
The End Consumer
The Market Characteristics
The Development of the Market and Estimate of the Market Size
Marketing Strategy
General Strategy
Entering the Market ? General
Activity When Entering the Market
Survey
The Salesmen Force
Sales Promotion
Medical Reliability
Professional Advertisement
Summary and Conclusions
From the Paper "A brand is a name, concept, sign, symbol, example, decoration or combination of the aforementioned designed to identify the goods, products or services of an individual seller or a group of sellers, and to differentiate between these products and those of the competition. Brands shape the image and "personality" of the product, lending it features perceived as having overall quality by the consumer when they evaluate it against another product. Coca Cola is the name brand of a soft drink. There are several parameters used to assess soft drinks (taste, color, texture) but the manufacturer brands the name Coca Cola so that consumers can classify the drink in a certain category that provides it with perceived features beyond the regular ones. When consumers purchase Reebok sneakers, they are not only purchasing shoes but shoes along with the added value derived from the name. As a result, consumers are prepared to pay much more for Reeboks than for regular shoes."
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."
