...Introduction Children form a significant consumer group in their own right and, in addition, influence the purchasing choices of their families and friends. They represent a huge market offering significant financial returns to companies. Children are also the adults of the future so building a strong bond with a child could lead to significant customer lifetime value to a company. However there are inherent risks in marketing to children bound up in the fact that many feel that it is intrinsically unethical to market to children. As a result of this, companies that market to children and get it wrong face a moralistic and significantly stronger backlash. Applying a PESTLE analysis highlights the external factors companies that market to children face; Political - Changes in government and legislation affect ways in which companies can approach marketing for children and young people. In December 2003, the British Secretary of State for Culture, Media and Sport, Tessa Jowell MP, asked the British Office of Communications (OFCOM) to consider proposals for strengthening the rules on television advertising of food aimed at children, with new restrictions put in place in 2007. Economic - In the US, companies are estimated to spend $17billion a year marketing to children, (1) an increase from the $100 million spent in 1983. (2) A de facto recognition of the great economic value children represent. Social – Marketing to children and young people has become a topic for...
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...An Overview of Advertising Chapter 1 1.1 Introduction If we look up the word ‘advertise' in the New Shorter Oxford English Dictionary (1990) we find the following definition: ‘Make an announcement in a public place; describe or present goods publicly with a view to promoting sales.'; Right after that we find advertisement defined as: ‘A public announcement (formerly by the town-crier, now usually in newspapers, on posters, by television, etc)' It was Daniel Starch (1926), one of the early pioneers of advertising theory in the twentieth century, who back in the 1920s, reminded us that the Latin root for advertising is advertere. This roughly translates as ‘to turn towards'. L.E Boone and D. Kurtz, (1998) Advertising is a specific type of marketing that brings a product to the attention of consumers and may be delivered through a variety of media channels such as television, radio, print, billboards, personal contact and the internet. Advertising is a very effective method to convey the company's message to its target market. In olden days there was no such concept of advertising because people would only buy products. They were only concerned about the utility of the product. The scenario changed with the passage of time and the marketers started something different. They associated the products with emotions, life style, style etc. With the passage of time the market got bigger and it was difficult to have one product for all the market so the marketers divided...
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...gadgets, phones and clothes but also counseling their parents on big-ticket purchases. Intense competition to tap this young aspiring segment has seen big players relying on high spends advertisements, cross-selling, licensed merchandising, program length commercials, product placement and promotions involving free gifts. The researcher has tried to analyse the association of cartoon characters with brands in inducing Brand Preference among kids. Key Words: Branding, Cartoon characters, Kids, Endorsements, Consumer buying behavior, Advertising Effectiveness Introduction Children have a big say in family decision to purchase many products. Marketers are trying to cash on the children’s ability to nag their parents to induce purchase. Pester power is a child’s ability to affect their parents purchase decision, often through the use of nagging or pestering. Seth Gaurav et al. (2008) defines pester power as “the nagging ability of children to purchase the Journal of Economic Development, Management, IT, Finance and Marketing, 6(1), 61-76, March 2014 62 product they desire due to some reason”. This nagging or pestering finally results in the adult purchasing products for kids. It can mold the consumer buying behaviour of adults to a great extent. With the advent of nuclear families and family planning efforts of the government the power of...
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...When I Grow Up: An Analytical Study of the Interpretations of Children on Pop Culture Elements found in Selected TV Commercials “TV takes our children across the globe before parents give them permission to cross the streets.” - Joshua Meyrowitz BACKGROUND OF THE STUDY Advertising is a form of mass communication strategy created to promote the purchase of a certain product, message, or service in the market. It carries the messages that come to you from the people who pay for the media (Biagi, 2001, p. 227). It is also an act of popularizing something through mass media to attract the attention of the consumers, audiences, or mainly the public for higher sales and marketability. Tracing through the history, evidences of advertising is said to have started thousands of years before when people started trading things for survival. Thus, the rise of technology, industrialization, and capitalism triggered the success of advertising in the heightening state of competition worldwide and in every aspect; from commodities, to people and politics. The industrial revolution, according to some historians, is the root of commercial advertising (Campbell, 2002, p. 387). Because of the continuous occurrence of new products in the market and there is a need to sell them off instantly, businessmen tried the concept of large scale advertising to sell more. Over the time, manufacturers realized that if their products were distinctive and became associated with quality, customers...
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...discrimination by members of one sex against the other. It has always been a major issue for women which also applies to men, but it is less common. Sexism is one of the five major forms of discrimination. Discrimination in gender is indicated in jobs, sports, advertising, etc. Although, it has decreased compared to before, it is still alive and around. Women struggle to get the same rights as men, especially in the work place. For example, my parents both work as nurses, however, my dad gets paid more when they both do the same exact thing. So where does sexism come from? In the old days, sexism is learned from your parents or the people around you. However, we don’t live in the old days anymore. Children, nowadays, pick up things from the media. The media plays a huge role in kids and teenagers lives. They don’t entirely shape us as the person that we are today but they are a big reason for the way we think, act, and speak. In the media, women are displayed as objects instead of actual human beings. Take a Carl’s Jr. commercial for example, most of it includes a half naked woman advertising their food which I find very disrespectful, demeaning, and very insulting to women. How can we be taken seriously if we can’t be treated with respect. How would guys feel if the roles were switched, if instead of the women, we have men making a fool of themselves on commercials. I understand that discrimination does not only apply to females, however, we do have it worse. The music industry is also...
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...nonstop TV watching per year. Number of minutes per week that parents spend in meaningful conversation with their children : 3.5 minutes / week. Number of minutes per week that the average child watches Television 1680 minutes (4 hours/day). 70% of day care centers use television during a typical day. Dietz WH, Strausburger VC & et al in 1991 study entitled “Children Adolescents and Television” revealed that – American children spend more time in front of TV than at any other activity, with the exception of sleep.8 The same research shows that American children spend an average of 2 & 1/2 to 4 hours per day watching television depending on their age. The amount of time spent by American youth in most investigations was around 3-5 hours /day.8 The Kaiser report found Children ages 8 to 18 spent an average of 7 hours and 38 minutes a day consuming media for fun, including TV, music, videogames and other content in 2009, according to a 2010 report from the Kaiser Family Foundation. The report was based on a survey of 2,002 third- through 12th-graders, 702 of whom completed a seven-day media use diary. That was up about an hour and 17 minutes a day from five years earlier. About two-thirds of 8- to 18-year-olds said they had no rules on the amount of time they spent watching TV, playing videogames or using the computer. A Pan-Asian workshop on “Children and Television” held in Sep 1991 in Indonesia reported data from Asia. According to a study conducted in Japan it...
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...2 Analysis of Marketing Environment Pages 3-4 Target Segments Pages 5-6 Marketing Strategy Pages 7-10 Bibliography Pages 11 Appendices Pages 12- Terms of Reference The purpose of this report is to review the marketing strategies available to DFL in introducing a new cereal bar to the market place by: • Analysing the marketing environment • Choosing the appropriate market segments • Produce a market strategy for DFL Analysis of the Marketing Environment The marketing environment is a crucial part in any organisation/business for it to succeed. In order for the business to become successful within the market place, it first needs to consider internal and external influences that may affect their product. These factors are called micro, macro economics and the internal environment. (Ref. Appendix 1) It is very important that a business considers the environment before marketing a product. The on going changes occurring in society create an uncertain environment and can have an effect on the organisation as a whole. A PEST analysis is a framework that categories environmental influences such as political, economical, social and technological. A pest analysis can been used to improve business and strategic planning also help with a company’s performance to ensure that any changes within the external environment are adapted and allowed for. This will ensure that the product DFL are about to promote have considered all...
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...lectures, courses, publications and consultancy – on topics from ‘our place in the universe’ through to ‘how to live the life you want’, and from ‘the problem with consumerism’ through to ‘how to be happy’. For more information visit www.lifesquared.org.uk Copyright Richard Docwra 2009 © Published by Life² Life Squared Limited Registration number: 6924570 Registered address: 22 Luther Street, Brighton, East Sussex BN2 9XA www.lifesquared.org.uk info@lifesquared.org.uk Copyright © 2009 Richard Docwra. No part of this book may be reproduced in any form without the publisher’s permission. Please contact Life² if you wish to syndicate this information. Contents Introduction 4 Advertising 5 Consumerism – beyond advertising 9 The effects of consumerism 14 What is wrong with consumerism? 17 What can we do about it? 27 References Inside back page Introduction Introduction C onsumerism is one of the strongest forces affecting our lives in the modern world. The term ‘consumerism’ does not simply refer to immediate factors in our daily lives such as the omnipresence of advertising, but anything connected to the overarching idea in our modern society that in order to be happier, better and more successful people we have to have more stuff. In this booklet, we will explore the power of consumerism, how it manifests itself in our lives and the effects it has on us. The problem with...
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...the external marketing environment for Pepsi. It will specifically consider the following factors; Socio-cultural, Technological, Economic, Political/Legal and Ecological, and how each of these may influence the firm now and in the near future. Once analysed, this document will then categorize them according to whether they represent an opportunity or threat to the firm and give recommendations on how the firm could convert threats to opportunities and also how to capitalise on current opportunity. The soft drinks market is a market with an estimated worth of £13,376million, a figure up 4.3% since 2006. The market volume is currently at 14,240million litres, up 0.5% since 2006 (sourced – Source: The BSDA Soft Drinks Report 2010, British Soft Drinks Association, compiled by Zenith International/Key Note - http://www.keynote.co.uk/market-intelligence/view/product/10396/soft-drinks--carbonated-%26-concentrated?medium=html), a figure that suggests demand for soft-drinks is ever increasing. However, following a flurry of negative publicity for sugary drinks, one major factor for the market and Pepsi themselves to consider is the health implications. With sugary drinks being linked as a “root cause” for obesity, importantly, recent legislation has been introduced, for example, limiting advertising to children, a huge lucrative market segment that Pepsi and other companies in the market have traditionally targeted. This main factor has influenced many of the external marketing factors...
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...How Child Obesity Affects Children from Low-Income Families American children are getting fatter everyday. This includes a variety of reasons such as the lack of exercise, steady high calorie diet, and junk food. This problem affects many children living within the United States, but children from low-income families are more at risk of becoming obese. The reason, not only stems from their limited knowledge of healthy lifestyles but the cost and availability of nutritious foods as well. Childhood obesity has become a topic that garners much concern from parents, pediatricians, and politicians alike. During the 1970’s only 15% of children were obese, since then the percentage has been increased up to 30% (Donahue, Grisso, Orleans, and Paxson, 3). Despite the high overall levels of childhood obesity, impoverish children from ethnic minority groups present higher numbers. For example, 31% of Latino children, 23% of Black children, by contrast only 15% of both White and Asian children are considered obese (Grier and Kumanyika, 187). This makes up a 24% overall obesity for children within New York City. Asian American children are an exception to the general pattern of higher obesity rates amongst ethnic minority groups. The government is now becoming more concerned about this issue. Some of the ways they have tried to alleviate this issue is by making programs that create “opportunities for students to make informed choices regarding healthy eating behaviors” (Datar and...
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...Alcohol Consumption in College Incomplete Paper Alcoholic beverages such as beer can cause problems for many people throughout life, but for college aged people alcohol can cause the worst. In college most people are being out on their own for the first time ever and having that freedom they have never had. Some problems caused by alcohol in college are, missing an assignment or class, or even death. Drinking a beer a day has been found healthy, but in college that is never the case. Not that everyone drinks or everyone drinks a lot but there is always that select group that will drink more nights out of a week than not. And when that group drinks they drink heavily in order to be drunk. Problems occur with many people who do drink very heavily because it impairs their ability to get things done for many hours including the ones when drinking and after. A student may not attend class the day after drinking because he or she may be to sick or just exhausted from the drinking the night before. After the student skips the first one it becomes easier and easier to skip classes, therefore it is more likely to happen over and over again. Also when skipping classes a student can miss anything from an important lecture to a test which can really hurt their grades. The final big issue is the number of students who die every year from alcohol poisoning. Alcohol poisoning is caused by excessive amounts of alcohol in the body...
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...Introduction; The use of athletes in advertising campaigns is an ever growing trend. Marketers look for ways to have their products stand out from competing brands. While athletes have been found to endorse both high and low status products, measuring consumers’ attitudes and purchase intentions of these products endorsed by the athletes is important to the success of the product in the marketplace. The success of these endorsed products in the marketplace may also come from star power, which is characterized as unique characteristics possessed by the individual that makes them star worthy.The researcher is familiar with his chosen topic because since he was a little kid he has been a huge fan of basketball and the researcher watched how the basketball industry market and sell their names. He has been updated every releases such as their equipment and other stuff. The researcher preferred this topic because the basketball industry merchandisebecomes one of his collections since he was fond of playing basketball. The researcher findtheir selling items very easy, comfortable, versatile and fashionable to use. For example, a Nike LeBron 12 is very useful in his basketball games and also in fashion sense it is very appealing. One of the most effective and positive associates by transferring different qualities to the product like physical appeal or likeability of the endorser, If the product are used appropriately athletes whose advertising can serve valuable role in enhancing a...
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...Introduction Samsung group is a South Korean multinational conglomerate company headquartered in Samsung Town, Seoul. It comprises numerous subsidiaries and affiliated business, most of them united under the Samsung brand, and is the largest South Korean conglomerate. It was founded in 1938 by Lee byung chul (1910 - 1987). Until today, the small company opened up by Lee become one of the biggest companies in the world and leading in world electronics development, research and sales worldwide. Started just as an instant noodle manufacturer, Samsung now become a leader in various field such as heavy industries, constructions, financial trading company, and many more. After the death of Lee, Samsung was separated into business groups, Samsung Group, Shinsegae Group, CJ Group and Hansol Group. Samsung has a powerful influence on South Korea's economic development, politics, media and culture, and has been a major driving force behind the "Miracle on the Han River". Its affiliate companies produce around a fifth of South Korea's total exports. In 2012,Samsung's revenue was equal to 17% of South Korea's $1,082 billion GDP. Since the 1990s Samsung has increasingly globalized its activities, and electronics, particularly mobile phones and semiconductors, have become its most important source of income. Operation Since Samsung group we known today starting to rise in the early 1990s, I will only wrote about their operation starting from 1990. Starting from 1990, Samsung group branch...
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...A Term Paper on Tetra Pak Submitted to: Kashfia Ahmed Senior Lecturer, Dept. of Business Administration, East West University Submitted By: 1. Chowdhury Ishita Israt (2009-1-10-198) 2. Md. Faisal Hasan (2009-1-10-289) TETRA PAK COMPANY PROFILE Name: Tetra Pak Type: Private Industry: Food packaging Founded: Lund, Sweden (1951) Company's Countries: Tetra Pak announced particularly strong growth in China, Southeast Asia, Eastern Europe and Central and South America. Company's activity fields: food packaging and processing Vision: We commit to make food safe and available, everywhere Mission: We work for and with our customers to provide preferred processing and packaging solutions for food. We apply our commitment to innovation, our understanding of consumer needs and our relationships with suppliers to deliver these solutions, wherever and whenever food is consumed. We believe in responsible industry leadership, creating profitable growth in harmony with environmental sustainability and good corporate citizenship Motto: PROTECTS WHAT’S GOOD Business & Market: Tetra Pak operates globally through 40 market companies, which are subsidiaries to Tetra Pak International SA, doing business in over 170 countries Because of the low relative cost of its end products, the developing world has been an important market for Tetra Pak from the start. Tetra Pak has particularly strong growth in China, Southeast Asia, Eastern Europe and Central and South...
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...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 company that sells every kind of insurance there pretty much is, such as auto, home, renters, motorcycle, R.V and even boat insurance. As a billion dollar company they can afford lavish and entertaining television commercials to entice anyone to use their company. From the college student using them for their inexpensive car insurance and renters insurance for their apartment, to a...
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