...Third, the effect of the increase of the visual sexual images in the young generations. According to Killing us softly 4, Kilbourne expose the abuse of the sex and items such an Oreo cookie or Hershey’s chocolate. These products are the favorites of many children and youngsters. Seduction and sensuality in products that are usually consumed by kids are being used as regular catch attention. Agreeing with this issue, the business news daily newspaper, explain that takes more explicitness to grab the peoples' attention than before. In the early 1900’s, exposed arms and ankles of female models generated the same level of arousal as partially nude models and sex in ads do today. We are in the presence of the loss of the innocence. The kids are...
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...Advertising effects on children Never there been a subject that has aroused as much discussion as that of advertising. These last few decades have seen a development of this powerful marketing process and major tool of communication practices. Nowadays, advertisements are present in all fields of our modern societies. The debate about the positive and the negative effects of advertisements is still relevant today. Despite the fact that the main purpose of publicity should be the informational aspect, advertisers use their influence in a distinct way. Sometimes manipulative, their controversial techniques use psychological appeals in order to increase purchases. Publicity has unfavorable side effects on individuals, especially on young and vulnerable consumers: children. The purpose of this paper is to illustrate that food habits, lifestyles and behaviors are guided by advertising detrimental models. Teenagers represented core targets for advertisers because media has become one of the most substantial socialization agents known today. Adolescents spent 140 billion dollars a year in 2004 in various products, and 12 years old kids 25 billion dollars, but they are also able to act upon a $200 billion dollar budget (Mary Story and Simone French, Food Advertising and Marketing Directed at Children and Adolescents in the US). According to the Professor Sharon Beder, “[y]oung children are increasingly the target of publicity and marketing because of the amount of money they...
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...significant signs with their children. Society has become so caught up with everyday living, ex: work, chores, lifestyles, and their own worlds. Some parents do not intentionally over look things because of a busy schedule, and some parents intentionally do. Did you know that over in year 2000 that brewers spent over $770 million on tv advertising and another $15 million on radio and commercials? The forms of advertising is targeted towards youth and drinking. The choice of the beverage is formed on the image. (Current Health 2 29.1) This is not only affecting the United States, it is throughout the country. In German adolescents,” Multi-level logistic regressions revealed that compared with quartile one alcohol ad exposure, the adjusted odds ratios for quartile four were 2.4 (95% confidence interval 1.7–3.4) for trying drinking, 2.7 (1.8–3.9) for current drinking and 2.3 (1.6–3.5) for ever binge drinking”. (Preventive Medicine) Youth’s and alcohol can have a very negative affect. Not only for the youth, but for family, and the community. Knowing information about this dangerous situation can help save a child’s life. The first thing is to know why a child may start to drink. It may be because of peer pressure, experimental, or it could be genetics. Ask yourself this question. Am I in my kid’s world? Some may answer yes, and some will say no. Even on the yeses, I’m sure there are some things that are missed. So I ask the question again, are you in your kid’s world? Being an active...
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...Numerous children are getting hooked right off the bat on high-fat, high caloric garbage snacks. According to Junk Food Junkies, frequently kids discover it is easier to get a fast food nibble than a bite of a nutritional snack (Mooney 2011). Television, the internet, and movies bombard them with advertisements for the latest candy, soda, or chips. Vending machines and à la carte lunch options at school are filled with sugar and fat. Even very young children are regularly eating junk food. As per a Gerber Products study, parents permit ten percent of toddlers to eat candy each and every day. In addition, 21 percent of toddlers eat french fries daily, while 23 percent wash them down with sweetened beverages (Mooney 2011). “It’s a minefield out there for kids. Schools have a big part to play, but kids often are not offered the best choices at school or in the community. It’s up to parents to lead by example,” says Alexandra Salazar, a pediatric nutritionist at the Children’s Hospital at Montefiore in New York City (Mooney 2011). Children in the United States are eating more and more unhealthy foods due to...
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...Research Methods Project Report Ethical Concerns of Marketing towards Children Submitted to: Fatima Saman Qaisar Date: 30th November, 2013 FAST School of Business National University of Computer & Emerging Sciences Acknowledgements Thanks to Allah-The Almighty who helped us in completing this tremendous task. Then we would like to offer our very special thanks to our respected instructor, Miss Fatima Saman Qaisar, whose constant and untiring support helped us at every stage of the project. Without her devoted and sincere assistance, we would never have been able to complete this project in an organized way. Last but not the least, we would also like to offer our thanks to our parents and our friends who supported us at every stage of completion of this task. TABLE OF CONTENTS List of Tables iv Executive summary 1 Introduction 2 Background 2 Consequences 2 Research Problem 3 Significance of the study to practice and to the wider academic world 4 Research Objectives 4 Research Questions 4 Literature Review 5 Theoretical Framework and Research Objective 23 Purpose of study 23 Research questions 23 Research Hypothesis 24 Theoretical Framework 24 Research Methodology & Methods 26 Research Methodology 26 Research approach and research method 26 Findings 28 Project Management 52 Project Charter 52 Analysis of key findings 54 Conclusion 57 Recommendations 58 Bibliography...
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...Analysis: 18 4.2. Marketing Strategy 21 4.2.1 Value Proposition 21 4.2.2 Branding 21 4.2.3 Marketing Strategies 22 4.2.4 Business Strategy 22 4.3. Marketing Mix: 22 4.3.1 Product Strategy: 22 4.3.2 Pricing Strategy: 23 4.3.3 Place Strategy 24 4.3.4 Promotion Strategy: 24 4.3.5 Marketing Strategy Summary: 28 5. Operational Plan 29 5.1. Personnel Plan 29 5.2. Organizational Hierarchy 30 5.3. Management Strength 31 ------------------------------------------------- List of Tables and figures Table 1: Target Market 11 Table 2: Competitive Analysis 14 Table 3: Personnel Plan 28 Figure 1: Market share of US Apparel Market 2007 9 Figure 2: Growth of Children Clothing Market in US ($ bn) 10 Figure 3: Potential Growth of US Children Clothing Market ($ bn) 10 Figure 4: Value Proposition 20 Figure 5: Organizational Hierarchy 29 1. ------------------------------------------------- Executive Summary 2. ------------------------------------------------- Company Description 2.1. Company Overview: Sam’s kid store is being launched from Chicago, Illinois, U.S.A, incorporating both the on-line and off-line sales model and has been incorporated as an LLC. The store is 5000 sq. ft with 30% of the...
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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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...contemporary image. They have also decided to “re-image” themselves in their ads by incorporating a hip-hop theme with teen icons such as Justin Timberlake as a means to attract teenagers. Additionally, company has begun to offer healthier food products, such as oatmeal, given consumers are more health conscious. In light of McDonald’s recent efforts to improve its marketing strategies, they still face three pressing issues. Firstly, although the company has begun offering healthier food items, they are still high in fat, sugar and salt. This was confirmed in a study performed by Dr. Linda Schacter which found McDonald’s recent food offerings can still cause heart disease and kidney failure. Secondly, McDonald’s common marketing of products to children has resulted in a high degree of ethical scrutiny among the public. In the same regard, the firm’s product purchases from sources who contribute to deforestation has further decremented the company’s image. In fact Primary...
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...which would have further accelerated the bad-debt ratio. To cut down on the losses, the company decided to hike the transaction fee levied on retailers by a massive 10 percent. The decision was opposed and the hike was termed as excessive by all retailers and others who opposed this move very seriously. After many discussions, the company had to roll back the fee hike. This retailers and banks all over but Grace lost an opportunity to cut back on its losses. The firm also suffered as it intended to offer some incentives to banks and retailers to push the card over competition. The company wanted the retailers and bankers to prefer it’s own card and expected boots in sales. However, the entire plan failed. If anything, the company gained negative publicity about the whole issue. “If they had hiked the fee, we would have been forced to indirectly promote them. The fee is important for the retailers for the retailers and us alike. But right now, nothing seems to be working night for Grace”, commented a senior executive of a...
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...McDonald’s and Its Crisis What should a company do when its core product is considered “unhealthy” or even “harmful” by the public? Is it even possible for such a company survive and thrive; or will it have to shut down its business? McDonald’s fast food has for a long time been considered unhealthy by the public. In recent years, the health conscious trends have become increasingly popular. Moreover, many scientific studies and findings have surfaced and successfully confirmed that children’s increasing intake of fast food, which often contains high sodium content, sugars, saturated fats, and calories, for a long period of time would lead to childhood obesity. Moreover, obese children have a much higher risk of many health problems such as coronary heart disease, high blood pressure, diabetes, and certain cancers--all of which are fatal if left untreated. In 2010, a mother from California sued McDonald’s over the company’s marketing practice of Happy Meal. The mother claimed that McDonald’s used alluring toys to lure kids into Happy Meal. This lawsuit, which might be viewed by many as senseless and absurd, was one of McDonald’s biggest cases. In order to come out of the lawsuit ahead, this largest fast food chain had to undergo some major organizational changes. In this paper, we would like to use the knowledge learned in the class to analyze the event (the lawsuit) and its effects on McDonald’s. The paper will have four main parts. In the first part...
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...surrounding ADHD. Introduction Attention deficit hyperactivity disorder (ADHD) is one of the most common childhood disorders, present in 6% to 9% of all children (Cassels, 2013). For several decades, ADHD was mostly considered a childhood disorder. Symptoms of ADHD in children, however, continue into adulthood in approximately half of all cases, and current estimates of adults with ADHD indicate an incidence rate of 4% to 5% among adults (Kessler et al., 2006). Studies show that the number of children being diagnosed with ADHD is increasing, but it is unclear why. Inattention, hyperactivity, and impulsivity are the key behaviors of ADHD. It is normal for all children to be inattentive, hyperactive, or impulsive sometimes, but for children with ADHD, these behaviors are more severe and occur more often. To be diagnosed with the disorder, a child must have symptoms for 6 or more months and to a degree that is greater than other children of the same age (Park, 2013). Scientists are not sure what causes ADHD, although many studies suggest that genes play a large role. Like many other illnesses, ADHD probably results from a combination of factors. In addition to genetics, researchers are looking at possible environmental factors, and are studying how brain injuries, nutrition, and the social environment might contribute to ADHD. Most children get distracted, act impulsively, and struggle to concentrate at one time or...
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...CONTENTS Sl No Description Page No 1. Acknowledgement 2 2. What is meant by Advertisement 4 3. What is Ethics? 5-7 4. Ethics of Advertisement : Introduction 8-9 5. Ethics & Advertising 10-17 6. Ethics of Advertising 18-21 7. Some Ethical & Moral principles 22-26 8. The Ethics of Behavioral Advertisement 27-30 9. Attention, But at What Cost! 31-38 10. Benefits of Ethical Advertising 39-42 11. Harm done by Unethical Advertising 43-48 12. Conclusion 49 13. Bibliography 50 What do you mean by advertisement? Advertising is a form of communication that typically attempts to persuade potential customers to purchase or to consume more of a particular brand of product or service. “While now central to the contemporary global economy and the reproduction of global production networks, it is only quite recently that advertising has been more than a marginal influence on patterns of sales and production. The formation of modern advertising was intimately bound up with the emergence of new forms of monopoly capitalism around the end of the 19th and beginning of the 20th century as one element in corporate strategies to create, organize and where possible control markets, especially for mass produced consumer goods. Mass production necessitated mass consumption, and this in turn required a certain homogenization of consumer tastes for final products. At its limit, this involved seeking to create ‘world cultural convergence’, to homogenize consumer tastes and engineer a ‘convergence...
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...definition Objectives: By the end of this lesson you will be able to: Explain why marketing managers should understand consumer behavior Define and explain basic concepts in the study of consumer behavior. Introduction Why is it difficult to market any product to consumers? The reason is simple: Consumers are complex and constantly changing. Not only is it difficult to figure what marketing program will work but also what worked yesterday may not work today. Thus marketers must constantly improve their understanding of customers. Understanding consumer behavior and knowing your customers is never simple. Customers may say one thing but do another. They may not be in touch with their deeper motivation. They may respond to last minute influences. Some companies like Kenya Airways, Equity Bank, Microsoft, Coca-Cola e.t.c have stood to profit from understanding how and why their customers buy. On the other hand not understanding your customer’s motivations, needs and preferences can hurt. In Kenya, companies like Elliott’s and Sang Yong Motors failed. Consider also the case of Kodak when it introduced its Advantage camera and proudly marketed it as a high-tech product but to a generation (usually referred to as middle-aged baby comers) for which the bells and whistles of new technology had lost their appeal. It was a costly bust. Basic definitions and concepts Marketing: Just to remind ourselves we can say that marketing is typically seen as the task of creating, promoting...
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...Offering………..10-11 2.5 Keys to Success………………….11-12 2.6 Critical Issues…………………12 | 3.0 Marketing Strategy Overview ……..12-133.1 Mission……………………14 3.2 Marketing Objectives……………14-16 3.3 Financial Objectives………………16-17 3.4 Target Markets……………………..17-18 3.5 Positioning…………………..18-19 3.6 Pricing Strategies………………..19-20 3.7 Marketing Attack Strategies…………..20-22 3.8 Marketing Research…………………22-24 | 4.0 Controls Overview………..24 4.1 Marketing Organization…………….26-27 4.3 Contingency Planning………………..27-28 | 5.0 Conclusion………………………….28 | References…………………………….29 | 1.0 EXECUTIVE SUMMARY Party Planners Express (PPE) is a party planning company specializing in satisfying customers. PPE will offer exceptional services to children from ages 2-16. The mission of the Party Planner is to provide customers with the highest level of party planning. We exist to attract and maintain customers. When we adhere to this maxim, everything else will fall into place. Our services will exceed the expectations of our customers. The corporate market for event planning is steady and profitable, but in the Houston area there just aren’t many that provide quality services. For some large companies, economic downturns means cuts. This is only the case for shortsighted companies however. The benchmark companies may trim down the work force during a downturn, but they do not cut funds. They recognize that investments in human resources are always a good investment. PPE intends to profit...
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...active and mobile. Introduction Obesity in children is starting to become headline news in the United States. Therefore, Nike has decided to incorporate the NikeGO Program with a line designed with primarily children in mind. This paper will examine the marketing segments being targeted for this new line. The goal is to ensure that the proper marketing strategies are initiated and that a strong market does exist to carry this line to its full growth potential. In this paper, marketing mix strategies, possible tax ramifications, elements of the consumer decision-making and post-purchase process are discussed, and a criteria and timetable for measuring the success of the repositioning strategy is developed. Discussion: What is Nike Adventures? Provided by the official website of NikeGO Program, the program and this new line of products called Nike Adventures have the same, simple mission: “Get kids moving and give them the means to do it. We've all seen the statistics - some very disturbing. No matter the causes -- school funding cuts, lack of phys-ed programs, shortage of facilities, computers and the Internet, or plain old apathy - the unvarnished truth is that kids today are not involved in enough physical activity to achieve and maintain a healthy lifestyle. NikeGO will increase physical activity in youth by offering thousands of children ages 8 to 15 the motivation and means to help them discover the joy of movement and...
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