...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 spend themselves, the influence they have on their parents spending […] and...
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...The Advantages of Publicity Publicity is a way to get your company in front of potential customers. Unlike marketing, which can come across as a sales pitch, publicity often carries the authority of an independent voice. Proper use of publicity can result in higher sales, as your company and products are exposed to a wider net of customers. While publicity cannot always be directly controlled, strategies to garner publicity often prove beneficial to corporate growth. Cost * Publicity and marketing are often used interchangeably to describe a company's promotional activity, but there are significant differences. Whereas companies generate their own marketing materials, publicity is granted by outside sources, such as the media. One of the biggest advantages of publicity is that it is usually free. A marketing staff and promotional activities can cost a company a significant amount of money. However, publicity -- ranging from unsolicited newspaper reviews to social media word-of-mouth -- typically costs nothing. Credibility [The quality of being believable or worthy of trust] * Consumers expect a certain level of bias or exaggeration in the commercials or advertisements a company produces about its products. However, third-party sources, such as magazine articles or online reviews, are often considered less biased. This is particularly true with reputable sources, such as longstanding publication houses or well-regarded professional reviewers. As opposed to company-generated...
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...sense of dependency amongst our society. With this new found sense of user dependency, potential for companies to gain a leg up on markets is increasing exponentially. Companies are finding new ways to advertise, while gaining massive publicity through consumer feedback. With new technologies being introduced every day, the increasing availability of the internet, and the abundance of “smart” devices, accessibility to information is endless and consumers are eager to share what they experience. (SOURCE) For years, advertising and publicity was fairly simple to obtain. However, with all of the changes and advances in networking and technology, new advertising opportunities are presenting themselves while, at the same time, providing major influence in the purchasing decision of consumers. (SOURCE) The increases in access to technology means that consumers are no longer constrained to certain sources or specific locations while pursuing needed items. No single source is driving the purchasing decision but, rather, multiple sources, leading to an empowered customer purchase. (SOURCE) These sources include owned, paid, and earned media. In marketing there are three terms for the different forms of publicity – paid, owned, and earned. Paid publicity is just...
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...Georgia Good Business Studies Assessment task 2 Extended response Assess why a mix of promotional strategies is important in the marketing of goods and services. Executive Summary Marketing involves a total system of interacting activities designed to plan, price, promote and distribute products to present and potential customers. Promotion is the methods practiced by a business to enlighten, persuade and remind a target market about its products. The importance of promotional strategies is determined by the ability of a businesses marketing mix such as ‘Jenny Craig’ ‘Myer’ ‘Coles’ or ‘David Jones’ to promote their goods and services through a range of strategies such as relationship marketing, personal selling, public relations, publicity, and sales promotion and how they all work together effectively to successfully market its goods and services. Personal Selling Personal selling is where businesses use people as the ‘sales force’ to sell products through face-to-face time with the customer. The sellers, or sales-representatives, promote the product through their attitude, appearance and specialist product knowledge. They aim to inform and encourage the customer to buy, or at least trial the product. At Myer stores across Australia, they have a team of employees in the cosmetic, perfume and personal care sectors named the ‘Visual Merchandising Team’. Their role is to interact with customers while providing information, assisted service, expert advice...
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...Ethics Assignment Premier Fitness The actions in question regarding Premier Fitness Clubs were proven to be misleading and in violation of the competition act as well as the basic consumerism trend that has aimed to empower consumers and increase their rights. In their quest to meet the firm’s profit oriented objectives, objectives of being economically usefull, and to earn enough profit to survive, Premier Fitness seemingly decided that they could forgo the objective of being socially useful. Misleading/false advertising and marketing was employed that drastically reduced or eliminated social usefulness by underhandedly convincing customers to enter contracts with the fitness club that resulted in materially higher fees, undisclosed costs, and high total net costs than the advertising would lead their customers to believe. Information was not adequately disclosed to portray the true costs associated with gym membership and cancellation of membership was found to be excessively difficult. Premier Fitness also was found to be withdrawing money from cancelled customer accounts which is also unethical behavior on their part. It is ironic that focusing on profit oriented objectives and the resulting unethical activity lead to the payment of a $200,000 fine by Premier Fitness for their unethical actions. Social usefulness was sacrificed by producing misleading advertisements that would lead customers to come to incorrect conclusions regarding total fees. This action...
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...services and the best service could only be offered by highly motivated employee (sales force), the share holders ,promoters are bound to get their share in terms of high profit and revenue. 1. Since Nordstorm’s (p. 402) competes in the U.S., give an example of each of the marketing environment forces (Political, Legal, and Regulatory; Technological; Social; and Competitive and Economic Forces. Ans. Nordstorm working as departmental store in the retail industry would be effected by all the forces in the marketing environment. Political environment in U.S is very conducive for the growth of any industry because U.S provides a very stable government, which has a consistent track record of providing one of the most industry- friendly atmospheres in the entire world. The political interference in the free display of market forces is minimum compared to other countries. American laws have been very tough for countries hostile to U.S and such firms from these countries find it difficult to export goods to U.S. For example, Iran. Similarly, when consumer groups lobbied U.S Congress passed stringent rules on the terms of car leases (Perner, 2008). So, certain policies that benefit the industry may have a negative impact on the nation as a whole but may enhance profits for the particular industry. Legal environment provided by the U.S government...
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...Advertising and publicity are two very different communication tools, even though both employ the mass media as a vehicle for reaching large audiences. • Traditionally, most marketers placed heavy reliance on advertising and only occasionally used publicity. • On the other hand, public relations practitioners have primarily relied on publicity--or, as they sometimes prefer to call it, media relations--and only rarely used advertising. This does not mean that advertising should be seen only as a marketing tool and that publicity should be seen only as a public relations tool. Thoughtfully used, both tools are valuable for both functions. Advertising buys its way into the media. An advertiser purchases air time on a broadcast medium or page space in a print medium and then uses that media time/space to deliver whatever persuasive messages the advertiser chooses to the media's audiences. Presumably, a smart advertiser will purchase ad space in only those media whose audiences are known to be consistent with the target audiences the advertiser wants to reach. • Most often, advertising messages are inducements to purchase a product. • However, advertising space can be used for non-product oriented messages. o "Adver-torials," for instance, are advertising messages which take sides and present a specific view or opinion about public issues. o "Image ads" are those which provide favorable information about an organization and its policies that would not normally be considered...
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... Nike used traditional advertising methods to broadcast its product. Nike public relations tactics dealt with the wage policy, visiting campuses on universities, personal letters, corporate responsibility and using celebrities as spoke person for its product. Nike launch campaigns regarding child labor, low and non- existent wages. Nike believes that the U.S dollars were meaningless because the cost of living was different in other countries. Nike held press conferences for newspaper staff at colleges. These were ways for Nike to make proactive efforts to address the concerns of activists protesting against their products. Nike made a few mistakes in handling the negative publicity. Three mistakes that Nike made in handling the negative publicity is its intent to ignore the negative publicity, its marketing strategy, and its public relations tactics. They focus their attention more on public relations which lead them to a lawsuit. According to the author, “Nike response to the issues are more of a damage- control stunt than a sincere attempt at labor reform” ( Ferrell,...
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...resulted in negative press and public relations. Due to the fact that I am travelling for work and in another state, my communication with the theater manager will be through email. The contents of the email will help to assess the situation and the actions the theater manager took to resolve the complaints. Dear Theater Manager, I was surprised to see our theater featured on the nightly news. I am disappointed in the negative press and would like for you to provide me with additional information regarding the situation. Please respond to this email with the following information: • How many complaints has the theater received? • What is being done to ease the public’s concern? • How is the theater compensating the customers affected by the situation? • Provide me with the name and phone number of the individual communicating with the media. • When will the theater re-open for business? As you are aware, I am currently travelling; however, I will be back in your area on Monday, October 19th. I would like to meet with you in person at 10am at the theater office. Please confirm your availability. I selected email communication over telephone because email provided documentation of our communication. This proactive measure can help during future conversations, evaluations, or questions (Bies, 2014). The email approach allows time to craft a strategic incident response plan to ensure the media, customers, and staff are informed quickly and honestly (Marketing Donut). ...
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...The Marketing Environment is Multifaceted 1. INTRODUCTION A firm needs to have extensive knowledge on what is going on around them to enable them to make the correct decisions in day-to-day activities. This means they need to know what is going on in the marketing environment (Adcock et al, 2001).The marketing environment is all the factors and forces outside the marketing department that would affect the mangers decisions. It is split into 2 sections: The Micro-environment and the Macro-Environment. These factors can bring opportunities or threats hence why managers need to ensure they are aware of them to ensure the company maximize sales and doesn’t go out of business (Baines et al, 2008). The main purpose of this report is to analyse how the Premier Inn marketing strategies relate to the current macro-environment. To enable me to critically analyse this I have taken the 3 forces; Economical, Technological and demographic. Firstly however I will review the theory on this topic. 2. MICRO-ENVIRONMENT The micro-environment forces can be summarised as the forces that directly affect the business (Armstrong et al, 2009). Evan’s (1988) believes that as they are directly affecting the business, they are much easier to identify than macro-forces which are ‘knock on effects’. The common micro-environment factors are: other departments (within the company), suppliers, marketing intermediaries, customers, competitors and public (Armstrong et al, 2009). The company will...
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...that work together to create value. * Planet: Making a difference by being an accountable person that helps build and hold up maintainable communities. * Profit: Being careful of responsibilities that maximize long-term returns to shareholders. * Productivity: Be an effective and fast-moving company. The Coca-Cola Company is the world’s biggest beverage company. Coca-Cola has factories in more than 400 countries and markets more than 3,000 beverage products including waters, juices, teas, coffees, and sparkling drinks. Coca-Cola manufactures syrups and beverages that make the Coca-Cola brand stand out from others. The company either own or license the brands, in order to connect with their customers the company focuses on marketing strategies, innovation, online programs. Coca-Cola’s main headquarters is located in Atlanta, Georgia, they have over 146,200 employees and associates all over the...
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...Elements of Guerrilla Marketing According to Drew Neisser, CEO of Renegade Marketing, guerrilla marketing “…is a state of mind. It simply isn’t guerrilla if it isn’t newsworthy”. Brett Zaccardi of Street Attack Media said it is “unauthorized and disruptive, and sticky”. I think these 2 quotes can really instill what the elements of guerrilla marketing really are. It is more than a simple marketing plan; instead GM is unconventional with creative marketing techniques that pinpoint on a specific niche market and uses the power of publicity to spread like wildfire. Guerrilla marketing is more than just a simple commercial or an advertisement, they are unique campaigns that don’t just sell the products, but they are entertaining and unique. From my research the elements that I have found that make guerrilla marketing successful are unique/disruptive, brand building, and they leave a lasting impression. Unique/Disruptive Simply by definition guerrilla tactics are fundamentally different than traditional marketing messages. Therefore guerrilla marketing has the ability to stand out from the endless barrage of marketing that we as consumers see everyday. The company’s capacity to do something cheap and simple that can catch people’s attention can be way more effective than to fund an expensive media campaign that most people just ignore. A great example is instead of just putting a car insurance ad on a billboard a company could make the billboard stand out by having two cars crash...
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...someone else’s. The connection of the brand to any unethical labour will still be damaging regardless of whether they are directly related or not. 3. Do you think that statements by companies that describe good social and moral conduct in the treatment of their workers are part of the image those companies create and therefore are part of their advertising message? Do consumers judge companies and base their buying decision on their perceptions of corporate behaviour and values? Is the historic “made in” question (e.g., “Made in the USA”) now being replaced by a “made by” inquiry (e.g., “Made by Company X” or “Made for Company X by Company Y”)? • I think that good social and moral conduct is an inaugural part of the advertising and marketing message of any brand. In these times more consumers are moving to seek ethically sourced products (such as fair trade coffee), this includes worker conditions and perceptions the consumer may have of the company’s corporate activities. The ‘made in’ question is not necessarily being...
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...Walmart Swot Analysis Walmart, which is a multinational retail company is based in the US. It majorly deals with selling groceries and general merchandise. The company has developed a well organized planning method that is used to analyze and evaluate the opportunities and threats, strengths and weaknesses detected in a particular business venture. The method is known as Swot analysis. Despite the strengths approved, there is an existence of certain weaknesses which have been found to be existing in the Swot analysis of the company. Some of the weaknesses include; (1) employee turnover, which is high, (2) negative publicity, (3) little differentiation (4) labor related lawsuits, and (5) inappropriate marketing aspects (Dess, 2012). 1. Inappropriate marketing aspects. This is one of the major weaknesses concerning marketing identified in Walmart company. In this case, the company has failed to fully expand into new markets with respect to national and international levels. Because of the economic effects such as traffic and problems concerning the environment, many parts across the US attempted blocking Walmart introduction. This was done due to the company's damaged reputation. When the company conquers and acquires a new location, it finally insists in new stores which are unethical to be opened. For example, the company shut down business in Germany and South-Korea claiming that they were under-performing (Roberts & Berg, 2012 ). 2. Lobor related lawsuits Every year, Walmart...
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...been known for its commitment to reliability and quality however during a two year time frame as Toyota was coming off of becoming the top auto manufacturer in the world they were also hit with massive recalls. Recalls pointing toward safety concerns such as braking systems and acceleration problems began to tarnish Toyota’s reputation that had taken decades to build causing concerns for shareholders and stakeholders alike. Toyota had to pull its ad campaign focusing on safety and dependability and create a new campaign to deal directly with the problem admitting they had strayed from quality amid high sales. Pairing this marketing campaign with sales incentives, maintenance programs, and ads designed to target and segment the market Toyota is once again growing seeking to reclaim the top spot which had been taken over by General Motors. Key Marketing Issues • Advertising Campaign – The creation and execution of a series of advertisements to communicate with a particular target audience. In this case the campaign had many specific targets in mind. Not only was the general public targeted to be reassured regarding safety concerns but minorities were targeted as they were the primary purchasers of Toyotas and African Americans were targeted in order to generate higher sales of hybrid vehicles. . • Target Audience – A group of people at whom advertisements are aimed. In Toyotas case certain adds targeted minorities as they were the top purchaser of the...
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