...Celebrity Marketing In the Cold War Christopher Sigler History 328 Dr. Reaves March 11, 2014 Post World War II America was a period of massive economic growth in America. Despite a brief economic recession from 1946 to 1947, the years following World War II saw the United States become the world super power that it is today. From 1940 to 1950 the American Gross Domestic Product (GDP) increased 50% from $200,000 million to $300,000 million1 and by 1955 sixty percent of Americans identified as middle-class2. The exponential economic growth and social class shift during this period created several important changes to American culture. Many American families now possessed excess money; Money that was spent on single-family homes, entertainment, appliances, and cars, items that the general public could not afford before this period. The result of the influx of money not only changed the American family forever, but the marketing strategies used by companies as well. As Americans began to place a heavier value on entertainment, movie stars, actors, and other celebrities began to have a prominent influence on society. Post war-prosperity and the economic boom during the early cold war began the American, and eventually global culture of celebrity marketing. To understand the United States rise to a world superpower one must look at the aftermath of the widespread war of World War II. World War II was a global war that involved thirty nations and claimed the lives of...
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...The Coca Cola Company Market Audit. Table of Contents. Executive summary | 1 | Table of Contents | 2 | Introduction | 3 | 1-History of the company | 5 | 2- SWOT analysis | 7 | 2-1-Strengths | 8 | 2-2 Weaknesses | 9 | 2-3Opportunities | 10 | 2-4Threats | 10 | 3-Corporate Social Responsibility | 11 | 4- PESTEL Analysis | 14 | 4-1 Political analysis | 14 | 4-1-1 Coca Cola Company is an American symbol of imperialism | 15 | 4-1-2 Coca Cola in MENA Region | 15 | 4-2Economic analysis | 16 | 4-3 Social analysis | 19 | 4-4 Environmental analysis | 19 | 4-5 Legal analysis | 19 | 5- marketing mix | 19 | 5-1 product line and range | 19 | 5-2 pricing | 19 | 5-3 promotion | 19 | 5-4 place | 21 | 6 – the bottling company | 21 | 7 - conclusion | 22 | Executive Summary Coca cola company market audit should be wider than the range of this report. With a pioneer company holding the biggest market share in its industry, there are lots of parameters to analyze and study to find out the secrets and factors of this huge success. A SWOT analysis was done, explaining strengths, weaknesses, opportunities and threats facing the company. And that is followed by a SELPET Analysis explaining Social, Economical, Legal, Political, Environmental and Technological factors. In the sustainability report, the current CEO Muhtar Kent announced a company expansion target of the double by 2020, and the ways to reach their. He explained the main areas which...
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...Introduction Advertisements are an everyday thing that you will experience. These advertisements can be found on the TV, on your way to work, in the paper, or in a magazine. Ads are meant to be seen, and their message is meant to be heard. Many ads have always incorporated a part of society into it. Whether this be music, race, patriotism, sexism, or sexuality, ads are meant to define society. Ads are based off what society believes are social norms, standards, and values currently in society. Sociology in Advertising DOVE: “Dove VisibleCare” (Print Media) Racism To start off the analysis of this advertisement, we must identify the target audience. Although it can be debated or perceived in a different way, it seems plausible that the target audience for this advertisement is an African American woman who desires to have smoother skin. This is based off the positioning of the models in relation to one another, which not only provides clues about who the target audience is but also the racial ideologies that are still prevalent in society today. All three female models in the advertisement appear to be of different race judging from their skin color. Whether Dove meant to line them up like this or not, they are lined up from darkest to lightest starting from left to right. It is also ironic to note the two panels in the background. The panels are a representation of “before” and “after” pictures of what skin might look like before and after using Dove’s product...
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...purpose of advertising is not to sell more. It’s to do with institutional publicity, whose aim is to communicate the company’s values (...) We need to convey a single strong image, which can be shared anywhere in the world. – Luciano Benetton, Founder Chairman I am not here to sell pullovers, but to promote an image... Benetton’s advertising draws public attention to universal themes like racial integration, the protection of the environment, Aids... – Oliviero Toscani, Benetton Art Director and Photographer Benetton Group: Unconventional Advertising The group’s principal brands included United Colors of Benetton (UCB), Sisley, PlayLife, Nordica, Prince, Rollerblade, and Killer Loop. The Benetton family (comprised of three brothers and a sister) established the Benetton chain in a small Italian town in 1955. To support his family, Luciano Benetton (born 1935), dropped out of school to sell apparel. His sister Guiliana (born 1937) worked as a knitter in a local factory. Recognizing the potential for a new business, Luciano and Guiliana decided to start their own apparel company. They started off small by selling sweaters and as the business grew, the remaining two brothers joined in the activities of the company. Each of the four siblings took responsibility for one aspect of the business—Luciano concentrated on marketing; Guiliana directed the design department; Gilberto (born 1941) handled administration and finance; and Carlo (born 1943) managed production. As business picked...
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...of technology and transportation, growth of World Trade Organizations, increasing acceptance of free trade and many other factors drive the world to be more interdependent. Since the global market is asking for higher efficiency, productivity and choice varieties, products, ideas and even culture are interchanging over the world and are leading it to an integrating and emerging state. Global market allows organizations to gain for more profit and opportunities, but the market is becoming more competitive at the same time. In order to stand out and survive in the market, organization must have clear vision and comprehensive marketing strategies. Over the decades, Coca Cola competed from a local scope to an international scope, from selling one type of Coca-Cola product in United State to selling over 500 different products in the global beverage market, it has been doing a very good job which allow Coca Cola to be the world’s largest beverage company today. THE COCA-COLA COMPANY - Coca Cola is the world’s largest beverage company which manufactures beverage concentrates and syrup to their franchised bottlers who make and deliver the final bottle drink to the market. The Coca-Cola Company was established in 1892 by Asa Candler. Besides the main product Coca-Cola coke, the company currently produces over 500 brands of other beverages and sells to more than 200 countries all over the world. Coca-Cola’s mission is to refresh the world, inspire moments of optimism and happiness and...
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...The golden era of radio was one that made a long lasting impression on the entire world. It created a wireless connection throughout countries. Radio made its big splash into communications in the 1920’s. “In the early day radio had three patterns to the day, news and commentary, daytime serial drama, and quiz and audience participation programs (Sterling, p. 201).” The golden era of radio created a social revolution along with a shared American culture. “American boys and men connected themselves umbilically by headphones to a small black box powered by batteries (Douglas, p.195).” The golden era of radio was actually a cultural and social revolution coming from the power of wireless communication. In many ways the radio was to culture and society what mass production had been to commerce and industry. When public radio was introduced the world began to shrink and geographical and social boundaries began to disappear, in short the seeds of globalization were sown. Cultural integration occurred and the information age began. However, such revolutionary takeover did not occur overnight, public radio had to stray from military influence, fight a war with print media, fight FCC (Federal Communications Commission) regulations, find sources of finance, then remove itself from the control of advertisers and finally triumph with instant news reporting during World War II. “The Broadcasting House, considered by Germany a military target, was bombed several times, and destroyed the...
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...Coca Cola Wars Case Analysis July 31, 2010 Executive Summary Coca-Cola was invented and marketed in 1886 by a pharmacist named Dr. John Pemberton he named Coca-Cola after the coca leaves and kola nuts he used in order to create the product. Twelve years later in 1898 Caleb Bradham created Pepsi Cola for the beneficial effects it claimed to have on upset stomachs and indigestion. The enmity between the two soda companies are known as the “Cola Wars”. The war began in the 1960’s when Coca-Cola’s supremacy ruled the market as the beverage of choice above Pepsi Cola. Due to the competition between the two rival cola companies actions became extreme and forced both companies to implement strategic methods in order to keep the competitive edge over the other. Coca Cola Wars Case Analysis I. Current Situation: Coca-Cola's and Pepsi Cola’s marketing strategies has been as impossible to tell apart as the products themselves, both companies rely on vibrant colors, catch phrases, attractive people, and famous entertainers to grab consumer’s attention and to entice them into purchasing their products. In 1941 Coca-Cola officially renamed their product to “Coke” as an official trademark with a series of advertisements informing consumers that “Coke” means Coca-Cola (Coca-Cola, 2011). Pepsi was first introduced as " Drink" in 1898 by Caleb Bradham its inventor who created Pepsi at his home, it was later that Bradham changed the name and officially named the beverage Pepsi...
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...Argument Analysis Clint Chapman Ivy Tech University ENGL 112 Exposition and Persuasion Tolulope Idowu 2/13/2011 http://www.youtube.com/watch?v=9yzeCsv-qrM Abstract I’m going to analyze an advertisement for the wildly successful video game, Call of Duty: Black Ops. We will look at the audience the video is intending to reach, and the message it is trying to get across. Its about a minute long and features a few celebrities, but mostly just normal people in a war time setting. It looks to be well produced, and it was generally well received by anyone who viewed it. Youtube, black ops, call of duty, advertisement,analysis Call of Duty Analysis In November of 2010 the latest installment of the wildly successful video game franchise, Call of Duty was released. It was known as Call of Duty: Black Ops, and is first person shooter set in the height of the cold war era. There was an intense media and advertising blitz, mostly online and in print, but there was one notable commercial. As someone who has played all of these games, and usually at the top of the leaderboard when I do play, I was already excited before I saw the commercial. The commercial is trying to appeal to a wide range of people, not just the typical 15-24 year old male that this game appeals too. Those people already know about the game, have more than likely already pre-ordered it, and will be waiting at midnight to pick it up. This commercial is obviously not for them. It is, however...
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...INTRODUCTION This study entitled "Register Analysis on Philippine Movie Advertisements of Star Cinema" was conducted to have the following goals: first, to characterize linguistic factors such as diction and language variety and second, to characterize non-linguistic factors such as types of movies. This research is expected to be beneficial for the students, the advertisers and the other researchers. It shows a specific example of register namely the register on Philippines movie advertisement. This can be used as an additional reference for studying language and creating advertisements text that is considered to be efficient and effective for attracting and encouraging readers to make use of the company with its products and services. Moreover, the results of this research also can be hopefully used as a reference for those who are interested in analyzing language variety, especially the one in movie advertisement. Communication also happens in the business and industry. The most common form of communication in business and industry is between the manufacturers and the consumers. In business, someone will do everything to get the maximum profit and the success of his/her company. One of their effects is through advertisement. It represents pictures of life in daily life. Advertisements are identified as the texts that do their best to get people‟s attentions to make them turn toward them (Goddard, 1998: 6). The purposes of advertisements are to influence and motivate the public...
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...Global Branding of Unilever and Nestle | Report Analysis | ] | Global Branding of Unilever and Nestle | Report Analysis | | 1. Executive summary 4 2. Introduction 4 3. Overview of Unilever and Nestle 4 3.1. Company Facts-Vision and Mission 5 3.2. Company Facts-Core Business Sectors 5 3.3. Company Facts- Business Strategy 5 4. Global branding 6 4.1. Standardization vs. regional adaptation 6 4.1.1. Language 6 4.1.2. Cultural differences 7 4.2. Advertisement 8 4.2.1. Religious issues ...
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...source of political information. It also known as idea that a visual message with text has a stronger power in persuades a person. Did you ever wonder why World War II propaganda posters so effective at manipulating popular opinion? This is because our human eye is always attracted to colored elements before black and white elements, and tends to visual before the text. Overall, research has shown that visual images are always more persuasive than spoken communication because it communicate in a way more easy to understand, more quickly and memorably. According to Dan (2015), experimental research in political communication has found that a single photograph of a candidate can influence voters’ judgments regarding that candidate’s demeanour, competence, leadership ability, attractiveness, likeableness, and integrity. Normally, politicians need media to get the exposure in order to win elections. Thus, some candidate with enough money will spend it on TV and print advertisements. And, it's not surprise to see that candidate’s family photos ‘accidentally’ spread around during the campaign. This may build a “kind” image by appearing with children and family members together. Moreover, the politicians also can use social networking software to get closer with their supporters and post news as well as advertisements to gain new voters. As what I found after doing this research, it is surprise to know that visual communication is playing such important role in campaign...
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...Marketing Management Analysis of The Coca Cola Company® Team L4 [pic] [pic] [pic] [pic] Ellen van Winkel Thamar Peper Annelieke Been Rozemarijn 561548 561526 561503 Barendsen, 552505 Marketing Management Block 1-2008 Date: 25 February 2008, Amsterdam To: Dr. L. Lin Mr. van der Rest Version 1 Chapter 1 Introduction We started this project with a choice, Coca Cola or Pepsi. We chose to analyze Coca Cola, we all preferred the brand image, and were eager to find out how Coca Cola is organized. The next step was determining what geographic location would be analyzed. We chose the United States, the soft drink capital. Soft drinks are invented in the United States, and has the highest consumption of soft drinks. After analyzing the Cola War Continues: Coke and Pepsi in 2006 we were able to state the problems in the case. These are divided into a main and several sub problems, that are stated below. Main problem: To analyse the case about the Cola War and the position of Coca-Cola a main problem is formulated. ‘What could coca cola do to remain its market position and stay ahead of its competitors?’ Sub problems: To finally give an answer to the main problem sub problems are...
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...CONTEXT The 1940’s was a memorable and scientific time. During this decade the US was in World War Two, and during it the first American jet plane flew. The microwave oven was invented as well as cake mix. In the forties scientists had even associated tobacco products with lung cancer. During the forties, many people viewed smoking as commonplace and avant garde. Due to the medical studies and discoveries that essentially goes against tobacco usage, companies began to compete with the studies and create advertisements that put opposing thoughts in the buyer's mind. SOAPSTONE In this advertisement, Camel Cigarettes are trying to persuade legal buyers to purchase their product over competitors cigarettes. In the 1940’s, smoking was prominent;however,...
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...Lindsay Hamberg Professor Michele Martis ENG 112 14 October 2015 Prescription Drugs in Today’s Media Direct-to-consumer advertising of prescription drugs has quickly become a part of everyday life in the United States in the past few decades. Advertisements for these drugs can be found everywhere you look including television commercials, magazines, newspapers, the internet, radio, pamphlets or posters in waiting rooms at doctors’ offices and more. The pharmaceutical industry spends billions of dollars a year on these advertisements alone. Some people might think that this form of advertising has no negative effects, but in reality it’s full of them. They can misinform patients and encourage over medicating as well as damage the relationship...
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...[pic] Sub bhool hoja Cool….. SUBMITTED TO: A research report submitted to SIR HAMMAD UR REHMAN as the fulfillment of the requirement for the Marketing course. GROUPS MEMBERS Member Name: Yasmeen Amber Registration # 20592 Signature: __________________ Member Name: Hina Najeeb Kapadia Registration # 20784 Signature: __________________ Member Name: Syed Mohsin Nazeer Registration # 21402 Signature: __________________ Member Name: Hassan Iqbal Registration # 21504 Signature: __________________ Member Name: Syed Abdul Moiz Waheed Registration # 21310 Signature: __________________ Member Name: Rameez Registration # Signature: __________________ ACKNOWLEDGEMENT We would like to acknowledge that the completion of this Re launch report was not easy at all without the meaningful supervision and guidance provided by our respected course instructor SIR. HAMMAD UR REHMAN. The report contains a primary objective of conducting a structured research regarding the re launching of RC Cola. It was the guidance and supervision provided by SIR. HAMMAD UR REHMAN. This motivated us and made us strive to the end up with a valid and authentic conclusion that how RC Cola should be re launched. We would also like to thank SIR. HAMMAD UR REHMAN. for keeping us focused, and creating such an amazing environment for us to learn Principle Of Marketing...
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