...Assignment 1 Advertising Campaign Mrk312 Consumers are more knowledgeable than ever before. The internet and the adaptation of social media through mobile devices have allowed the flow of information to travel faster than ever before. The worries of one consumer can quickly become the doubts of thousands if not millions within a short span of time. In terms of cancer and general human health, plastic has become an important issue. Plastic is a concern for both the environment and for the health conscious. Plastic is a synthetic material created by combining materials derived from sources such as petroleum, natural gas or coal. These polymers then must be combined with additives to give the finished product properties such as flexibility or toughness (Life Without Plastic and Mama Mundo Inc., 2013). The shelves of sporting goods stores and general retailers are lined with bottles that market BPA free, but that isn’t enough for some consumers. BPA free plastics still contain chemicals that can interfere with normal human functions. Many of the chemicals in the plastics are not know because they are considered proprietary information by the manufactures (Terry, 2011). With so many unanswered questions about the safety of plastic a market niche has developed consisting of consumers looking for alternatives to plastic water bottles. One material that has promise is stainless steel. Stainless steel water bottles do not require linings made from plastics such...
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...MAURITIUSCENTER.COM CAMPAIGN STRATEGY CONTENTS Campaign Objectives Strategic Plan Media Strategy Cost Estimates CAMPAIGN OBJECTIVES • To raise awareness on the possibility of shopping for Mauritian tourist products on the Internet. • To introduce mauritiuscenter.com as the ultimate website for buying Mauritian tourist products. • To encourage tourists to visit and shop on the site. STRATEGIC PLAN • Signet with detachable card: - Inserted in Tourist Magazines. - Distributed in Brochure Dispenser at Airport. - Distributed via Affiliated Shop Outlets. - Distributed via Travel Agents & Tour Operators. - Distributed via Taxis & Cellular Phone Rental Agents. STRATEGIC PLAN • Airport : - Banners - Flight Information Display Screen (FIDS) - Trolley Advertising - Product Display & Promotion Stand - ‘La Première Valise’ - Performance Advertising RECOMMENDATIONS • Internet Banner : - A direct link on the Servihoo and/or Air Mauritius homepage to mauritiuscenter.com. MEDIA STRATEGY SIGNET WITH DETACHABLE CARD : • A highly noticeable space with a longer life than traditional print. The signet can be adapted to include a detachable portion with basic site information which may be kept for reference. • Various magazine options are available with varying cost and distribution profiles (see attached media schedule proposal). • Distribution through Affiliated Shop Outlets offers added value at no further cost and raises awareness of the outlets. •...
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...Developing an Advertising Campaign For every advertising campaign, a business must follow the same basic six steps to best introduce their good or service to the consumer. Step one, Identify the target audience. A business could have the best idea in the world but must know how to target consumers for that good or service. That is, get into the minds of the consumer. If the product is meant to target a certain age group, say teenagers, than the business would do better with slang and skateboards than business suites and briefcases. Geico targets all ages and they usually use humor to do it. Step two, Establish message and budget objectives. Establishing a message is simply to inform, persuade, or to remind customers about a certain product. For instance, a way to remind someone is to constantly say things such as I just saved a bunch of money by switching to Geico. Just by constantly putting its own name on the commercial constantly reminds customers about Geico’s services for car insurance. To inform is to give as much information about a product or even to always put one product brand over another product brand and using that to persuade the consumer that your brand is better. Step three; design the ad, a business could use several techniques to produce and advertisement. One could demonstrate the product which would be the infomercials that show on television. One could compare it to another product by stating what is better about the product. Like, 15 minutes...
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...Introduction The advertising campaign that Budweiser runs is one of the strongest in the world. In the past 30 years Anheuser- Bush has taken a steady fall, consumers saying they have become tired here in America. In January of this year Coors Light surpassed Budweiser to become the #2 selling beer in the U.S. This was a huge hit for Budweiser, a brand that up to date has always #1. One main reason that Budweiser has slowly declined is change in consumer taste, but the biggest reason being they are slacking on their marketing side. Budweiser has tried to be everything from fratty to refined to sporty to hipster. Budweiser hit its prime in the 1950s when Anheuser-Busch had big names on their side such as Frank Sinatra, as well as sponsoring...
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...on product placement and advertisement alone is no longer sufficient for a brand such as Allstate to achieve its marketing objectives. Given the plethora of brands and or platforms that are competing for a consumer’s time and or money in the present day, it is imperative for brands to construct marketing campaigns that seize consumer’s attention. Perhaps, the best way for a campaign to ensure that it will grasp the attention of audiences is for the campaign to purvey a deeply personal, encouraging message from a messenger that is relatable to the consumer. Considering how important it is for brands to connect to their consumers on a personal level, brand-wide utilization of the most widely used social media sites is...
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...Role of advertising agencies in the development a good promotional campaign. Advertising agencies work alongside clients to the serve the major role of developing, enhancing the image of and sustaining a brand in the market. The perception of a brand by the consumer is of vital importance in its acceptance and longevity. This in turn places a huge responsibility the advertising agency in building a brand through consumer insight and understanding in a way that grants it acceptance and growth. The market today is flooded various products and services most of which closely resemble each other in one way or another. Advertising agencies focus their talents on their client’s product or service making it stand out from the rest thereby causing it to emerge successfully as a brand. Good advertisement campaigns will grab eyeballs or persuade consumers to choose the brand they are promoting over all the others. An advertising agency also brings together people with the required expertise and experience of the various sub disciplines of advertising has the copyrighters, visualizers, researchers, photographers, directors, planners and people who get businesses and deal with clients with working in ad agencies. An agency moulds all these into a team and gives them a highly conducive working atmosphere. This means that the advertising agency makes best use of their talents and experience in order to deliver rapidly efficiently and in greater depth than a company or organization could do...
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... Lee From: Yuhui Mo Subject: Current Advertising Campaign Analysis of Nike, Inc. The purpose of the report is to analyze the current advertising campaign of Nike, Inc. Furthermore, this report helps answer what type of advertisement the Nike uses, who Nike's target audience is, and how effective Nike's advertising campaign is. This report recognizes that advertising strategy, which emphasizes communication, lifestyle, and star effect plays a very large part in Nike’s overall success of advertising campaign. The research in this report will provide useful information in obtaining a depth understanding of the advertising campaign of Nike, Inc. While the report researches a variety of advertising campaign and effectively targeted populations in the market, it cannot analyze each aspect in the advertising campaign. Therefore the report will focus on advertising strategy. Due to lack of data of recent years, the report will pay attention to the financial performance from 2005 to 2009. Using the information in the report may help understanding of current market strategies, which will in turn help the development of future market strategies. Current Advertising Campaign Analysis of Nike, Inc. Prepared for Mr. Lee WRD 203-013 Instructor 1318 Patterson Office Tower Lexington, KY 40506 Prepared by Yuhui Mo 261 Simpson Ave Lexington, KY 40504 8 November 2013 TABLE OF CONTENTS INTRODUCTION 1 ADVERTISING STRATEGY 1 Focus On Communication 1 Convey...
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...ADVERTISING CAMPAIGN OF A SELECTED SARI-SARI STORES IN THE CITY OF DASMARIÑAS An Undergraduate Thesis Presented to the Faculty of Business Management College of Business Administration De La Salle University- Dasmariñas Dasmariñas City, Cavite In Partial Fulfilment of the Requirement for the Degree of Bachelor of Science in Business Administration Major in Business Management Grant Marco M. Labii March 2011 APPROVAL SHEET This undergraduate thesis entitled ADVERTISING CAMPAIGN OF A SELECTED SARI-SARI STORES IN THE CITY OF DASMARIÑAS, prepared and submitted by dela Cruz, Rhemielyn S. , Miñano, Glaize Anne M., Tagulao, Donovan in partial fulfilment of the requirements for the degree of Bachelor of Science in Business Administration, major in Business Management, has been examined and is recommended for acceptance and approval for oral defence. Adviser Undergraduate Thesis Review PanelApproved for the Committee on Oral Examination with a Grade of ______________ Member Member Dr. Oscar Lacap Chairman Accepted and approved in partial fulfillment of requirements for degree of Bachelor of Science in Business Administration, major in Business Management. Dr. Oscar Lacap Dept. Chair Dr. Willington Onuh Dean ACKNOWLEDGEMENT The researchers would like to express their deepest gratitude to the following for making this...
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...role of advertising agencies in the development of a successful promotional campaign. The major role as advertising agency is to work alongside the clients to develop and sustain the brands that they mutually serve, through consumer understanding and insight and through creative and media delivery skills to provide best advice and the best execution thereof to those clients for the advertising of those brands. A product is something that is made, in a factory: a brand is something that is bought, by a customer. A competitor can copy a product; a brand is unique. A product can be quickly out-dated; a successful brand is timeless. The role of advertising and the advertising agency is to help effect this transformation from product or service to brand by clearly positioning the offering to the consumer, and by communicating the brand's own personality. There are few reasons why to choice an agency: • An advertising agency brings together people with the required expertise and experience of the various sub-disciplines of advertising. Thus, it has the copywriters, visualizes, researchers, photographers, directors, planners and people who get business and deal with clients working in ad agencies. An agency moulds all these people into a team and gives them a highly conducive work atmosphere. The agency makes the best use of their talents and experience to deliver rapidly, efficiently and in greater depth than a company or organization could do on its own. • Advertising agencies...
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...Commercial Campaign Review Project Commercials are created to get a company’s product recognized for present or future use. They’re many different kinds of commercials, some are created to make you hungry, help with pain, offer healthier food for your dogs, and especially to make your kids beg you for toys they see on the television. Commercials are the most effective marketing technique as far as getting a product recognized and publicly known. I personally love funny commercials and the ones I have decided to talk about have made me laugh and have left an impression in my mind of their products. The first commercial I am reviewing looks like it takes place in 1950’s, it edgy, different and funny. Progressive Insurance commercials have had a few funny ad campaigns, and this one is no different. Taking place in a time when women were the ‘stay at home moms’ and the fathers were the breadwinners, this commercial takes it another step and criticizes a women who’s trying to take matters in her own hands by price checking other companies to try and save money. As she talks a Man keeps interrupting her as to why she isn’t cooking or taking care of the kids, while she tries to put him in his place, the commercial ends with the man asking where her husband was? I didn’t grow up in the 50’s, so I could see how an older generation could be affected by this Ad. However I was not, it’s a witty commercial that makes me think about how things use to be. Progressive is a huge corporate...
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...countries; in India Skin lightening treatments are becoming increasingly popular. The Indian people perceive fairer complexion females to be more dominant and respected. Therefore skin-lightening treatments became a huge industry which was dominated by Fair & Lovely from Hindustan Lever Ltd (HLL). They were responsible for 90 percent of the market shares until CavinKare Ltd launched Fairever, which grew and gained 15 percent shares in the market. Wanting to regain their dominance in the market HLL decided to put out their new campaign ads which to the All India Women’s Democratic Association (AIWDA) basically conveyed the message that “if she is not fair in color, she won’t get married or wont get promoted.” This of course created a huge problem in India, which forced HLL to switch their campaign strategies and pay more respect to the women of India and their culture. 1. I think it is very clear to say that HLL was ethical in most of its campaign to sell its’ product. The country and culture has had a huge demand for skin lightening treatments for a long time; HLL has done nothing wrong but tried to give the people what they truly desire. Many women think that their skin tone will define them as a woman in society, therefore they are willing to seek any means to acquire what they believe is the perfect skin tone. HLL saw a great opportunity, took it and ran with it. Although the cream doesn’t actually change one’s complexion fully, it changes the facial color for a certain...
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...Beneful Brand (r) Dog Food has a new national campaign which shows that pet lovers and owners prefer Beneful for their dogs. As reported on PR Newswire, this commercial, filmed at the Atlanta factory, speaks to the proper care which is given to every Beneful bag of dog food. Quality of this best brand of Purina is promoted, as is the safety, in response to a class action lawsuit, which is baseless. Associates of Purina are shown with their dear pets and convey their pride and trust in Beneful, popular with millions of American dogs. The "I Stand Behind Beneful" advertising campaign is designed to show Purina's pride in their dog food products. An Operation Performance Manager, Tom, stated that there is no other food for his pets, after working...
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...GM used its best selling brand and largest advertising budget - $750 million in 2006 - to promote a new green image [4],[5]. Yet, the technologies that GM advertises in its Gas-Friendly to Gas-Free ads remain mostly prospective. Super-efficient vehicles represent a small percentage of the 9.3 million cars GM produced in 2007. The company is only now introducing real hybrid vehicles, and its electric and fuel cell technologies are not yet production-ready. In the ad below, GM states that that Chevrolet currently sells seven vehicles that get at least 30 miles per gallon (mpg) on the highway. Although accurate, the campaign fails to note that GM currently produces fifty-one other models that get less than 30 mpg, including thirty-five that get...
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...By observing these problems, several opportunities to better the brand became evident. The most important opportunity is to implement a strict training program that all new employees must pass. This would largely eliminate the problem of inconsistency between locations as well as the problem of poorly trained staff. They could also get on board with the recent trend of serving local and organic food at restaurants, however this could make them less competitive in pricing. In order to do this, management would have to conduct studies to see if their customer base would be willing to spend more for better food and if they could attract new customers by advertising this. While many of their locations are in busy locations often near interstates,...
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...MRKT 19030 Promtions Management Topic Carbon Tax: the Australian Government is introducing a carbon tax and your advertising company has been contacted to develop an IMC campaign Develop an IMC plan for the federal government of Australia to promote its new Carbon Tax. The government aims to reduce the amount of misinformation surrounding the implementation of the new tax and therefore has asked your firm to create an awareness campaign aimed at increasing awareness of t actual costs and benefits of the tax Assessment Task As the IMC Director of your fictitious advertising firm, your task is to develop an IMC plan to present to the federal government. It will be important you understand the political environment, and history surrounding the implementation of the new carbon tax. Your introduction should provide background information to the new tax and should be somewhat brief. You must then undertake a review of the literature related to global warming, climate change and other factors that have lead to the introduction of the new tax. You then are required to identify which market segments your campaign will target. Next you must identify at least 3-5 communication objectives such as developing brand awareness; or promoting product and company knowledge; influencing interest or consumer attitudes; developing the product’s image; or influencing the purchase intention etc. (Chapter 4& 7 of Belch, Belch, Kerr & Powell). Once you have identified your communication...
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