Assign.
2 PLEASE READ BLACK PRINT
CAREFULLY AND ANSWER QUESTIONS INBLUE
H.
Examine the Web sites of three (3) of the ad agencies listed
below. (You might want to look
at
all of them for comparison.)
Forbes identified these as the ten great ad agencies.
What differences in offerings do you observe? Tell me which
agencies you examined and then
tell
me, if you were looking for an ad agency, which would you choose? Why would you
choose that one over the others?(
2 paragraphs)
Wieden+Kennedy – .wk.com/”>http://www.wk.com
Butler, Shine, Stern – .com/#/”>http://bssp.com/#/
Ogilvy – .ogilvy.com/”>http://www.ogilvy.com
BBDO – .bbdo.com/#!/the-work”>http://www.bbdo.com/#!/the-work
CP + B – .cpbgroup.com/”>http://www.cpbgroup.com
Deutsch – .deutschinc.com/”>http://www.deutschinc.com
Martin – .martinagency.com/home”>http://www.martinagency.com/home
Droga5 – .com/”>http://droga5.com
Mullen – .mullen.com/”>http://www.mullen.com
TV Ratings: What Do
They Mean?
You probably have seen or heard about the Nielsen ratings and how
a TV show was dropped after a single season because of “poor
ratings.” What does that mean? As you probably know, it does not refer to
how a mysterious panel of people “rated” a show, but rather refers to
a count of the number of people watching a show. The company that does this
“counting” of people watching various TV shows is calledNielsen
Media Research .nielsen.com/us/en.html”>http://www.nielsen.com/us/en.htmlHow the company actually measures the audience of any TV show is a
story in itself. Start visiting the Nielsen Media web site by clicking on
ABOUT at the top of this home page. As
you click on other topics at the top of the page, you can learn all that Neilson
Media Research does.
The research for which Nielson is most famous is the TV ratings
system. With the growth in advertising
by social media, Nielson has entered that research market as well, but
regardless of the media, the basic research is the same. Read
the article that I sent you, What TV Ratings Really Mean.
Then go to:
.nielsenacademics.com/member/course/naoc/ebooks/CI_an_intro_to_tv_ratings/ie5/index.html?dhtmlActivation=inplace”>http://www.nielsenacademics.com/member/course/naoc/ebooks/CI_an_intro_to_tv_ratings/ie5/index.html?dhtmlActivation=inplace and watch the Power Point, What TV Ratings Really Mean.
All of this will give you an overview of the TV ratings
concept. A TV Rating simply refers to a
percentage of the TV households (households in the U.S. that own a television)
that are watching a show. So, if a show has a rating of 5, it means that 5% of
all the TV households in the U.S. watched that show. Another important concept
is Share. The “Share” of a program refers to the percentage of
households watching TV that are tuned to a show. So, a program with a share of
10 implies that of the people watching TV at the time, 10% were tuned to that
program.
Visit.nielsen.com/us/en/search.html?q=TV+RAnkings&sp_cs=UTF-8″>http://www.nielsen.com/us/en/search.html?q=TV+RAnkings&sp_cs=UTF-8 and take a look at
articles that tell the results of Nielsons research of consumer preferences in
TV, social media, music, and more. These
articles alone are a course in consumer behavior.
a. When you read the article, What TV Ratings
Really Mean, you read about sampling.
Explain to me what sampling is and why ratings are so important to
people in the field of advertising and promotion.
c. What are the “Sweeps” periods and
why do networks introduce their new shows then?
I had you do all of this reading on Nielson to highlight two
aspects of consumer behavior research. First, and quite obviously, it
introduced you to the terms “ratings” and “share.” These
are widely used terms that you may never have heard of, and very likely never
fully understood. Second, it introduces the concept of sampling. While you may
be familiar with the fact that the Nielsen ratings provide an estimate of the
viewing audience for a show, you might have never given thought to the fact
that these estimates are based on surprisingly small samples. I ask you to do
all this reading to initiate thinking on the accuracy of sample-based estimates
and how surprisingly accurate information can be based on surprisingly small
samples.
6. Often brands are
named after families that founded the companies. Think of Bush beans, Sears,
and
Kodak. Even Wendys,
the national fast food brand, borrowed its name from the founders daughter.
Consider your own family as a brand and
write a brand identity statement to communicate your brand
to people. What characteristics distinguish
them from other families? What characteristics of your
family make each member recognizable as a
member of the brand?
7. What are reference groups? Why is it important for marketers to identify
the reference group to which the their market target belongs?
8. I am sure you are familiar with the AFLAC
Duck. The Duck is the mascot for AFLAC
Insurance Company and the main protagonist of the companys commercials. AFLACs chief executive, Daniel Amos credits
the duck with AFLACs branding success.
In the 1990s just one in ten people in the U.S. were familiar with the
company. All that changed in 2000 when
AFLAC introduced the duck as its new mascot.
Today more than nine of ten people know the AFLAC brand. This is a reminder of how important branding
is in a crowded market like insurance where many companies offer similar
products.
However,
the brand was threatened when comedian Gilbert Gottfried, who was the U.S.
voice for the AFLAC Duck, sent out a slate of offensive twitter jokes about the
tragic earthquake and tsunami in Japan in 2011. You might not know that AFLAC
is the largest life insurer in Japan in terms of individual insurance policies
in force, and insures one out of every four Japanese households.
Amos
dealt with the threat to AFLACs brand decisively. Within 15 minutes of hearing about
Gottfrieds jokes, there was a news release that Gottfried was fired, and Amos
pulled all the commercials in the U.S. that had the duck with Gottfrieds
voice. The quick action by Amos actually
generated good publicity for the company, and both the brand and the duck lived
on to quack again. More than 11,000
people applied for the job to become the ducks new voice.
Characters
in ads are like products, in that they have a life cycle. In 2013, when the duck began to show signs of
possible decline in viewer interest, AFLACs advertisers decided to go with a
plot twist to reawaken consumer interest in the brand. Go to.adweek.com/news/advertising-branding/spot-lame-duck-147210″>http://www.adweek.com/news/advertising-branding/spot-lame-duck-147210 and read the article, AFLACs Iconic
Bird Gets Hurt, and Goes Silent.
a.
Some viewers dont like the
AFLAC ads. Can an ad still accomplish its intended purposes if people find it
annoying? Even if the ad is annoying to some, why does it appeal to others?
Does an annoying ad cause it to get noticed? Does this help with name
recognition?
b. The AFLAC campaign with the duck is more than
seven years old. In your opinion, will the campaign stay effective for the
foreseeable future?
c. What makes AFLAC ads so effective? Is it
something more than their entertainment value? If so, what else contributes to
their success?
7.
Visit the following Websites and describe the brand personality of each of the
brands:
Pillsbury: .pillsbury.com/Default.asp”>http://www.pillsbury.com/Default.asp
Maytag: .maytag.com/”>www.maytag.com
9.
One well-known businessman, Bill Marriott, the founder of the Marriott
hotel empire, is working at the cutting edge of Internet advertising. Last year he began a personal blog to
communicate with his customers, investors, and suppliers. Check out his blog at.blogs.marriott.com/”>http://www.blogs.marriott.com/
Read the things he has to say and tell me, in writing,
your impression of this approach to advertising and its implications for future
advertising using the Internet.( Answer
should be In 2 paragraphs long )
10. Values and Lifestyle
System (VALS II), an instrument to help predict consumer behavior.
In the United States, it is important that we see ourselves as
individuals. Yet each of us also has interests, attitudes, or needs that are
similar to those of other people. TheVALS II
system measures those attitudes and interests that many people in the U.S.
adult population share and predicts each group’s typical choices in products
and services. Created by, SRI (Gallup Inc.)
this instrument presents you with information about how a particular VALS group
typically behaves.
In the study of advertising, we learn about psychographic and
lifestyle segmentation as an approach to target marketing that goes beyond
demographic segmentation. Many of today’s successful companies are using Values
and Lifestyle System (VALS II) as a key to understanding
their target markets more fully.
Heres an example of one company’s failure to recognize the value
of lifestyle segmentation in their advertising campaign. Some time ago, an
advertising campaign was developed to increase the sales of the soft drinkDr.
Pepper. Research showed that the advertising campaign
was very successful in generating very high recall and most people had a
positive feeling about the television ads. However, the sales of Dr. Pepper
dramatically decreased. Can you think of some reasons why this might occur?
In this case, the company failed to understand the psychographic
profile of theDr. Pepper consumer when
developing the advertising strategy and campaign. The advertising company had
developed a campaign that appealed to people with traditional values. They fit
the VALS II profile of ‘believers”. The
people that actually drank Dr. Pepper viewed themselves very differently. They
thought of themselves as being different, innovative and they wanted excitement
in their lives. They fit the
VALS II profile of “experiences”. Therefore, when they
saw the advertisements that showed people with traditional values (believer’s)
drinking Dr. Pepper they stopped buying it and the sales of Dr. Pepper dropped
dramatically.
The company pulled the television advertisements and recreated the
complete campaign based on theVALS II segmentation scheme. The
new campaign was created with a very different appeal, positioning the product
as exciting and unusual product. The new advertisements contained visuals and
copy that had appeal to “experiencer’s”, the people most likely to
drink Dr. Pepper. Sales soared with the new campaign.
Visit theVALS Web site at.strategicbusinessinsights.com/vals/presurvey.shtml”>http://www.strategicbusinessinsights.com/vals/presurvey.shtml
1. Complete the VALS survey at the web-site. To
which VALS category do you belong?
2. Do you agree with the category that the VALS
survey has given you (explain why or why not)?
3. How can VALS II be applied to marketing
research projects? Be specific in your answer.
Explore the site to give you insight into the answer.
4.
Critical Thinking
Exerciseassign 1
Look up each of the following
organizations on the Internet. For each company, (1) discuss how effective
their Web site is in communicating an overall message. Also, (2) discuss how
well they integrated the material on the Web site. (3) How well are they doing at integrating
their advertising and other marketing communications with their Web site? BE SURE TO RESPOND TO ALL THREE QUESTIONS FOR
EACH OF THE FOUR WEB SITES.
a. Applebee’s Restaurant .applebees.com/”>http://www.applebees.com
(1)
Discuss
how effective their Web site is in communicating an overall message.
(2)
Discuss how well they integrated the material on the Web site
(3) How well are they
doing at integrating their advertising and other marketing communications with
their Web site?
b. Nike .nike.com/main.html”>http://www.nike.com/main.html
(1)
Discuss
how effective their Web site is in communicating an overall message.
(2) Discuss how well they integrated
the material on the Web site
(3) How well are they doing at integrating their advertising and other
marketing communications with their Web site?
c.
Revlon .com/”>http://revlon.com
(1)
Discuss
how effective their Web site is in communicating an overall message.
(2)
Discuss how well they integrated the material on the Web site
(3) How well are they
doing at integrating their advertising and other marketing communications with
their Web site?
d. Toyota .jbhunt.com/index.html”>.toyota.com/”>http://www.toyota.com
(1)
Discuss
how effective their Web site is in communicating an overall message.
(2)
Discuss how well they integrated the material on the Web site
(3) How well are they
doing at integrating their advertising and other marketing communications with
their Web site?
5.
Critics charge that advertising seeks to manipulate its audience, whereas
advertisings supporters claim that it merely seeks to persuade. Which
interpretation do you agree with? Why?
ASIGN 1.
13. Read this article and then answer, in
writing, the two questions at the end of the article:
Harrah’s New Code to
Restrict Marketing
The Wall Street Journal
Harrah’s, the Las Vegas casino operator, is following the lead of
tobacco companies and Hollywood Studios by banning advertising that appeals to
children. Harrah’s new code is the most conservative in the industry. The
gaming giant promises, “not to advertise in college newspapers, in comic
sections of newspapers, on toys, on children’s clothing, or within 500 feet of
schools.” Harrah’s advertising messages will not link gambling with a
‘rite-of-passage’ or that ‘irresponsible gambling is amusing’. Further, the
casino will not participate in paycheck promotions, such as “Double your
Paycheck!” which encourage payday gambling as practiced by other casinos.
Harrah’s target market is individuals 45-70 years of age, who spend
$1,000-2,000/year gambling. Most agree that people ought to be 21 before they
gamble. Harrah’s defined target market clearly avoids age groups where the
difference is marginally above the suggested age limit of 21. By targeting
individuals that spend less than $2,000 per year gambling they also are not
trying to attract compulsive gamblers.
ThoughHarrah’s has instituted this new conservative policy
towards advertising, it is not purely internally motivated.The
American Gaming Associationannounced standards as a Code of Conduct for its
members.
Though less conservative, clearly they are signaling members to
take action. There is also increasing pressure from anti-casino activists and
citizens’ groups against casino operators who engage in advertising that is
aimed at kids or that encourages risky gambling behaviors. Contrary to
tightening restrictions on gambling, the U.S. Supreme Court removed some
federal restrictions on gambling last year. Harrah’s is hoping to set the
standard that other casino operators will follow.
As with any adult oriented product or activity, there will be
increased scrutiny by individuals, society, and the government. In recent
years, the gaming industry has experienced increased growth to regions
previously limited from their reach. Many states have allowed limited operation
of casinos, primarily on boats, where it was previously prohibited. This has
allowed casinos to reach more people with more frequency. Society has benefited
as it has brought new jobs to communities and has increased state and local
revenues, which has improved the economy and social services in many areas.
Critics of legalized gambling argue that casinos often prey on the
nave and poor. Gambling can become addictive which can lead to a demise of
family values, an increase in social burdens, and a general break down of
social values. Individuals most in need of money may risk all their paycheck in
the hopes of a big pay off. The odds of winning are against the gambler. The
loser may attempt to extend their credit in an effort to win back what they had
to begin with. When the loss is more than a gambler can afford, they become a
burden for those around them and for society.
SOURCE:
Binkley, Christina. “Harrah’s
New Code to Restrict Marketing”, The Wall Street Journal, October 19,
2000, p. B16.
————————————————————————
QUESTIONS:
a. As long as gambling is legal, why should
casinos pay attention to the anti-casino activists who
want to impose limits on where and what
they place in their advertising message?
b. What advantage does Harrah’s have over other
casinos by following the most conservative
advertising standards?
14. Read the article below, Divine Intervention: ‘God’ Gets a Hip Voice in Campaign’s
Second
Coming, fromADWEEK,
March 13, 2000. After reading the article, go to.youtube.com/watch?v=thDyi6sw8zE”>https://www.youtube.com/watch?v=thDyi6sw8zE
to see some of the billboards that were seen
on the sides of highways all over the country..
Then answer, in writing, the five
questions at the end of the article.
Divine Intervention:
‘God’ Gets a Hip Voice in Campaign’s Second Coming
Never before has there been a campaign where the company (or
individual) advertising wanted to remain anonymous. However, this is the case
with the ‘God Speaks’ campaign. An agency known asSmithAgency.com produced the original spots for a client that has sworn
them to secrecy. You may have seen some of these ads: most of them were
billboards that were completely black, with stark white type. Here are a few
examples of the first campaign:
* Let’s
meet at my house Sunday before the game. -God
* What
part of “Thou Shalt Not” didn’t you understand? -God
This approach is aimed toward adults, and it worked. The creative
concept did, anyhow. The campaign won numerous awards for its intelligent and
straightforward approach. Also, it did not focus in on Christians only; the
idea was to make the campaign as general and encompassing as possible.
The second wave of this campaign is directly targeted at the
younger generations. It was tested, and it is a hit among 12- to 24-year-olds.
Here are some examples of the new campaign:
*
ChillDon’t Kill. -God
* Parents
Split? I’ll Keep You Together. -God
Instead of stark white lettering on the billboards, there is a
bright, glowing effect-and it almost appears as if God has written the words.SmithAgency.com felt that this version of the campaign needed to speak to
kids in their own lingo. Some adults are offended, but the concept has already
hit home with the target audience-kids. Mission accomplished. Look for God
coming to your town on a billboard soon.
THINKING ABOUT THE FUTURE!
As religion becomes something that the younger generations have
shied away from, a trendy campaign may do the trick in getting more adolescents
to their place of worship. Whether that is the effect or not, campaigns such as
‘God Speaks’ have proven that almost anything can be advertised. We may even
see more clients of advertising agencies who wish to remain anonymous, in an
attempt to create a focus on what is being advertised.
————————————————————————
SOURCE:
Siebert, T.W. “Divine
Intervention: ‘God’ Gets a Hip Voice in Campaign’s Second Coming”,ADWEEK, March 13, 2000.
QUESTIONS:
a. Have you seen any of these billboards? If so,
talk about what your reaction was when you first saw one of the ‘God Speaks’
billboards.
b. Explain what trouble this campaign might have
trying to convey its message through TV
commercials. Hint: It has to do with the purchase of the airtime.
c. What kind of trend might this campaign start
in the advertising community?
d. Is it ethical for advertisers not to identify
the sponsor as exemplified in this ad campaign?
e. Choose a product/service/individual that
could use an advertising campaign, but would be extremely hard to advertise
(such as the concept of ‘God’). Try to come up with a theme that would show
this product/service/individual in a different light.
15. Reflect on your
own habits and purchases. Then write a couple of paragraphs about your habits and
purchases in terms of how advertising influenced the development of the habit
or the purchase decision. Did advertising lead them or did it follow a trend
you had already adopted?
16. Read this true case and answer, in writing, the questions at the end of
the case.
Ethics Exercise
After Swedish copywriter Michael Malmborg wrote his very
first commercial, he didnt suffer the creatives chronic anxiety about whether
or not his work was going to get noticed.
The first night Malmborgs commercial ran on Swedens TV3, it created
what the Swedish call a folkstorm. The
TV station was flooded with calls from viewers, most of them outraged, some in
tears. By the time the news media picked
up the story, Malmborg had, more than
once, heard himself called a murderer.
The source of the stir indeed
appeared to be the equivalent of a snuff film, the victim being a goldfish
(actually a carp) that suffers a dramatic death by detergent right before our
eyes. The TV spot, opening with a stark,
white-on-black written question Are you taking overdoses? starts our
innocently enough as a man prepares to do his laundry.
As a voice-over explains how 10,000
tons of excess washing powder pollute Swedish waters, the man takes a heaping
cup of detergent, pushes the excess on top of the cup into the goldfish bowl,
and pours the rest into his washing machine.
The big, beautiful fish thrashes and
seems to stare into the camera in horror as it gasps for air. Its demise dramatized by sound effects, the
fish gives a final shudder and sinks to the bottom of the cloudy bowl with a
thud. Then, ending with a flourish to
show the potential polluter how his habits might come back to haunt him, the
man in the commercial picks the fish out of the tainted bowl and throws it into
a sizzling frying pan. Its all going
to end up on your plate, concludes the announcer.
Of course, there was no way for the
TV viewers to know that the fish in question (four altogether) were killed
relatively humanely during this shoot.
Since detergent truly would have caused a slow, tortured death, marine
biologists recommended shots of phenobarbital.
Outraged reactions from mothers such as, How can you do this? caused
TV3 to move the spot from its original prime-time airing to a later time slot.
On a more professional front,
Morkman Film Company and director Ola Mork, who had donated their services to
get the spot produced, got an unpleasant surprise when it sent out an updated
reel that included the Goldfish spot to foreign clients. One Danish agency objected so strongly that
it said it would never again hire the production house.
Yet the commercials most rewarding
ramifications were manifested when Michael Malmborgs neighbors came up to him
outside his home in a Stockholm suburb and told him that they thought of that
goldfish every time they stood over their washing machines measuring out powder
and resisting the urge to overdo it.
This was just the type of reaction
Malmborg had dreamed of when this project began.
QUESTIONS :
1. Do you find this commercial
objectionable? Why or why not?
2. If a similar ad were produced in the United
States, should it be allowed to run during prime-
time viewing hours? Why or why not?
3. When the purpose of an advertisement is to
create a better society for everyone, does the end
justify the means? Why or why not?
Assign.
2 PLEASE READ BLACK PRINT
CAREFULLY AND ANSWER QUESTIONS INBLUEH.Examine the Web sites of three (3) of the ad agencies listed
below. (You might want to look at
all of them for comparison.) Forbes identified these as the ten great ad agencies.What differences in offerings do you observe? Tell me which
agencies you examined and then tell
me, if you were looking for an ad agency, which would you choose? Why would you choose that one over the others?(
2 paragraphs)Wieden+Kennedy – .wk.com/”>http://www.wk.comButler, Shine, Stern – .com/#/”>http://bssp.com/#/Ogilvy – .ogilvy.com/”>http://www.ogilvy.comBBDO – .bbdo.com/#!/the-work”>http://www.bbdo.com/#!/the-workCP + B – .cpbgroup.com/”>http://www.cpbgroup.comDeutsch – .deutschinc.com/”>http://www.deutschinc.comMartin – .martinagency.com/home”>http://www.martinagency.com/homeDroga5 – .com/”>http://droga5.comMullen – .mullen.com/”>http://www.mullen.comTV Ratings: What Do
They Mean?You probably have seen or heard about the Nielsen ratings and how
a TV show was dropped after a single season because of “poor
ratings.” What does that mean? As you probably know, it does not refer to
how a mysterious panel of people “rated” a show, but rather refers to
a count of the number of people watching a show. The company that does this
“counting” of people watching various TV shows is calledNielsen
Media Research .nielsen.com/us/en.html”>http://www.nielsen.com/us/en.htmlHow the company actually measures the audience of any TV show is a
story in itself. Start visiting the Nielsen Media web site by clicking on
ABOUT at the top of this home page. As
you click on other topics at the top of the page, you can learn all that Neilson
Media Research does.The research for which Nielson is most famous is the TV ratings
system. With the growth in advertising
by social media, Nielson has entered that research market as well, but
regardless of the media, the basic research is the same. Read
the article that I sent you, What TV Ratings Really Mean.Then go to:.nielsenacademics.com/member/course/naoc/ebooks/CI_an_intro_to_tv_ratings/ie5/index.html?dhtmlActivation=inplace”>http://www.nielsenacademics.com/member/course/naoc/ebooks/CI_an_intro_to_tv_ratings/ie5/index.html?dhtmlActivation=inplace and watch the Power Point, What TV Ratings Really Mean. All of this will give you an overview of the TV ratings
concept. A TV Rating simply refers to a
percentage of the TV households (households in the U.S. that own a television)
that are watching a show. So, if a show has a rating of 5, it means that 5% of
all the TV households in the U.S. watched that show. Another important concept
is Share. The “Share” of a program refers to the percentage of
households watching TV that are tuned to a show. So, a program with a share of
10 implies that of the people watching TV at the time, 10% were tuned to that
program. Visit.nielsen.com/us/en/search.html?q=TV+RAnkings&sp_cs=UTF-8″>http://www.nielsen.com/us/en/search.html?q=TV+RAnkings&sp_cs=UTF-8 and take a look at
articles that tell the results of Nielsons research of consumer preferences in
TV, social media, music, and more. These
articles alone are a course in consumer behavior.a. When you read the article, What TV Ratings
Really Mean, you read about sampling.
Explain to me what sampling is and why ratings are so important to
people in the field of advertising and promotion. c. What are the “Sweeps” periods and
why do networks introduce their new shows then?I had you do all of this reading on Nielson to highlight two
aspects of consumer behavior research. First, and quite obviously, it
introduced you to the terms “ratings” and “share.” These
are widely used terms that you may never have heard of, and very likely never
fully understood. Second, it introduces the concept of sampling. While you may
be familiar with the fact that the Nielsen ratings provide an estimate of the
viewing audience for a show, you might have never given thought to the fact
that these estimates are based on surprisingly small samples. I ask you to do
all this reading to initiate thinking on the accuracy of sample-based estimates
and how surprisingly accurate information can be based on surprisingly small
samples.6. Often brands are
named after families that founded the companies. Think of Bush beans, Sears,
andKodak. Even Wendys,
the national fast food brand, borrowed its name from the founders daughter. Consider your own family as a brand and
write a brand identity statement to communicate your brand to people. What characteristics distinguish
them from other families? What characteristics of your family make each member recognizable as a
member of the brand? 7. What are reference groups? Why is it important for marketers to identify
the reference group to which the their market target belongs?8. I am sure you are familiar with the AFLAC
Duck. The Duck is the mascot for AFLAC
Insurance Company and the main protagonist of the companys commercials. AFLACs chief executive, Daniel Amos credits
the duck with AFLACs branding success.
In the 1990s just one in ten people in the U.S. were familiar with the
company. All that changed in 2000 when
AFLAC introduced the duck as its new mascot.
Today more than nine of ten people know the AFLAC brand. This is a reminder of how important branding
is in a crowded market like insurance where many companies offer similar
products.However,
the brand was threatened when comedian Gilbert Gottfried, who was the U.S.
voice for the AFLAC Duck, sent out a slate of offensive twitter jokes about the
tragic earthquake and tsunami in Japan in 2011. You might not know that AFLAC
is the largest life insurer in Japan in terms of individual insurance policies
in force, and insures one out of every four Japanese households. Amos
dealt with the threat to AFLACs brand decisively. Within 15 minutes of hearing about
Gottfrieds jokes, there was a news release that Gottfried was fired, and Amos
pulled all the commercials in the U.S. that had the duck with Gottfrieds
voice. The quick action by Amos actually
generated good publicity for the company, and both the brand and the duck lived
on to quack again. More than 11,000
people applied for the job to become the ducks new voice.Characters
in ads are like products, in that they have a life cycle. In 2013, when the duck began to show signs of
possible decline in viewer interest, AFLACs advertisers decided to go with a
plot twist to reawaken consumer interest in the brand. Go to.adweek.com/news/advertising-branding/spot-lame-duck-147210″>http://www.adweek.com/news/advertising-branding/spot-lame-duck-147210 and read the article, AFLACs Iconic
Bird Gets Hurt, and Goes Silent. a.
Some viewers dont like the
AFLAC ads. Can an ad still accomplish its intended purposes if people find it
annoying? Even if the ad is annoying to some, why does it appeal to others?
Does an annoying ad cause it to get noticed? Does this help with name
recognition? b. The AFLAC campaign with the duck is more than
seven years old. In your opinion, will the campaign stay effective for the
foreseeable future? c. What makes AFLAC ads so effective? Is it
something more than their entertainment value? If so, what else contributes to
their success?7.
Visit the following Websites and describe the brand personality of each of the
brands:Pillsbury: .pillsbury.com/Default.asp”>http://www.pillsbury.com/Default.aspMaytag: .maytag.com/”>www.maytag.com9.
One well-known businessman, Bill Marriott, the founder of the Marriott
hotel empire, is working at the cutting edge of Internet advertising. Last year he began a personal blog to
communicate with his customers, investors, and suppliers. Check out his blog at.blogs.marriott.com/”>http://www.blogs.marriott.com/Read the things he has to say and tell me, in writing,
your impression of this approach to advertising and its implications for future
advertising using the Internet.( Answer
should be In 2 paragraphs long )10. Values and Lifestyle
System (VALS II), an instrument to help predict consumer behavior.In the United States, it is important that we see ourselves as
individuals. Yet each of us also has interests, attitudes, or needs that are
similar to those of other people. TheVALS II
system measures those attitudes and interests that many people in the U.S.
adult population share and predicts each group’s typical choices in products
and services. Created by, SRI (Gallup Inc.)
this instrument presents you with information about how a particular VALS group
typically behaves. In the study of advertising, we learn about psychographic and
lifestyle segmentation as an approach to target marketing that goes beyond
demographic segmentation. Many of today’s successful companies are using Values
and Lifestyle System (VALS II) as a key to understanding
their target markets more fully. Heres an example of one company’s failure to recognize the value
of lifestyle segmentation in their advertising campaign. Some time ago, an
advertising campaign was developed to increase the sales of the soft drinkDr.
Pepper. Research showed that the advertising campaign
was very successful in generating very high recall and most people had a
positive feeling about the television ads. However, the sales of Dr. Pepper
dramatically decreased. Can you think of some reasons why this might occur?In this case, the company failed to understand the psychographic
profile of theDr. Pepper consumer when
developing the advertising strategy and campaign. The advertising company had
developed a campaign that appealed to people with traditional values. They fit
the VALS II profile of ‘believers”. The
people that actually drank Dr. Pepper viewed themselves very differently. They
thought of themselves as being different, innovative and they wanted excitement
in their lives. They fit the VALS II profile of “experiences”. Therefore, when they
saw the advertisements that showed people with traditional values (believer’s)
drinking Dr. Pepper they stopped buying it and the sales of Dr. Pepper dropped
dramatically.The company pulled the television advertisements and recreated the
complete campaign based on theVALS II segmentation scheme. The
new campaign was created with a very different appeal, positioning the product
as exciting and unusual product. The new advertisements contained visuals and
copy that had appeal to “experiencer’s”, the people most likely to
drink Dr. Pepper. Sales soared with the new campaign.Visit theVALS Web site at.strategicbusinessinsights.com/vals/presurvey.shtml”>http://www.strategicbusinessinsights.com/vals/presurvey.shtml1. Complete the VALS survey at the web-site. To
which VALS category do you belong? 2. Do you agree with the category that the VALS
survey has given you (explain why or why not)?3. How can VALS II be applied to marketing
research projects? Be specific in your answer.
Explore the site to give you insight into the answer.4.
Critical Thinking
Exerciseassign 1Look up each of the following
organizations on the Internet. For each company, (1) discuss how effective
their Web site is in communicating an overall message. Also, (2) discuss how
well they integrated the material on the Web site. (3) How well are they doing at integrating
their advertising and other marketing communications with their Web site? BE SURE TO RESPOND TO ALL THREE QUESTIONS FOR
EACH OF THE FOUR WEB SITES.a. Applebee’s Restaurant .applebees.com/”>http://www.applebees.com (1)
Discuss
how effective their Web site is in communicating an overall message.(2)
Discuss how well they integrated the material on the Web site(3) How well are they
doing at integrating their advertising and other marketing communications with
their Web site? b. Nike .nike.com/main.html”>http://www.nike.com/main.html(1)
Discuss
how effective their Web site is in communicating an overall message.(2) Discuss how well they integrated
the material on the Web site(3) How well are they doing at integrating their advertising and other
marketing communications with their Web site?
c.
Revlon .com/”>http://revlon.com(1)
Discuss
how effective their Web site is in communicating an overall message.(2)
Discuss how well they integrated the material on the Web site(3) How well are they
doing at integrating their advertising and other marketing communications with
their Web site? d. Toyota .jbhunt.com/index.html”>.toyota.com/”>http://www.toyota.com(1)
Discuss
how effective their Web site is in communicating an overall message.(2)
Discuss how well they integrated the material on the Web site(3) How well are they
doing at integrating their advertising and other marketing communications with
their Web site? 5.
Critics charge that advertising seeks to manipulate its audience, whereas
advertisings supporters claim that it merely seeks to persuade. Which
interpretation do you agree with? Why?ASIGN 1. 13. Read this article and then answer, in
writing, the two questions at the end of the article: Harrah’s New Code to
Restrict MarketingThe Wall Street JournalHarrah’s, the Las Vegas casino operator, is following the lead of
tobacco companies and Hollywood Studios by banning advertising that appeals to
children. Harrah’s new code is the most conservative in the industry. The
gaming giant promises, “not to advertise in college newspapers, in comic
sections of newspapers, on toys, on children’s clothing, or within 500 feet of
schools.” Harrah’s advertising messages will not link gambling with a
‘rite-of-passage’ or that ‘irresponsible gambling is amusing’. Further, the
casino will not participate in paycheck promotions, such as “Double your
Paycheck!” which encourage payday gambling as practiced by other casinos.Harrah’s target market is individuals 45-70 years of age, who spend
$1,000-2,000/year gambling. Most agree that people ought to be 21 before they
gamble. Harrah’s defined target market clearly avoids age groups where the
difference is marginally above the suggested age limit of 21. By targeting
individuals that spend less than $2,000 per year gambling they also are not
trying to attract compulsive gamblers.ThoughHarrah’s has instituted this new conservative policy
towards advertising, it is not purely internally motivated.The
American Gaming Associationannounced standards as a Code of Conduct for its
members. Though less conservative, clearly they are signaling members to
take action. There is also increasing pressure from anti-casino activists and
citizens’ groups against casino operators who engage in advertising that is
aimed at kids or that encourages risky gambling behaviors. Contrary to
tightening restrictions on gambling, the U.S. Supreme Court removed some
federal restrictions on gambling last year. Harrah’s is hoping to set the
standard that other casino operators will follow.As with any adult oriented product or activity, there will be
increased scrutiny by individuals, society, and the government. In recent
years, the gaming industry has experienced increased growth to regions
previously limited from their reach. Many states have allowed limited operation
of casinos, primarily on boats, where it was previously prohibited. This has
allowed casinos to reach more people with more frequency. Society has benefited
as it has brought new jobs to communities and has increased state and local
revenues, which has improved the economy and social services in many areas.Critics of legalized gambling argue that casinos often prey on the
nave and poor. Gambling can become addictive which can lead to a demise of
family values, an increase in social burdens, and a general break down of
social values. Individuals most in need of money may risk all their paycheck in
the hopes of a big pay off. The odds of winning are against the gambler. The
loser may attempt to extend their credit in an effort to win back what they had
to begin with. When the loss is more than a gambler can afford, they become a
burden for those around them and for society.SOURCE:Binkley, Christina. “Harrah’s
New Code to Restrict Marketing”, The Wall Street Journal, October 19,
2000, p. B16.————————————————————————QUESTIONS:a. As long as gambling is legal, why should
casinos pay attention to the anti-casino activists who want to impose limits on where and what
they place in their advertising message?b. What advantage does Harrah’s have over other
casinos by following the most conservative advertising standards?14. Read the article below, Divine Intervention: ‘God’ Gets a Hip Voice in Campaign’s
Second Coming, fromADWEEK,
March 13, 2000. After reading the article, go to.youtube.com/watch?v=thDyi6sw8zE”>https://www.youtube.com/watch?v=thDyi6sw8zE to see some of the billboards that were seen
on the sides of highways all over the country..Then answer, in writing, the five
questions at the end of the article.Divine Intervention:
‘God’ Gets a Hip Voice in Campaign’s Second ComingNever before has there been a campaign where the company (or
individual) advertising wanted to remain anonymous. However, this is the case
with the ‘God Speaks’ campaign. An agency known asSmithAgency.com produced the original spots for a client that has sworn
them to secrecy. You may have seen some of these ads: most of them were
billboards that were completely black, with stark white type. Here are a few
examples of the first campaign: * Let’s
meet at my house Sunday before the game. -God * What
part of “Thou Shalt Not” didn’t you understand? -God This approach is aimed toward adults, and it worked. The creative
concept did, anyhow. The campaign won numerous awards for its intelligent and
straightforward approach. Also, it did not focus in on Christians only; the
idea was to make the campaign as general and encompassing as possible. The second wave of this campaign is directly targeted at the
younger generations. It was tested, and it is a hit among 12- to 24-year-olds.
Here are some examples of the new campaign: *
ChillDon’t Kill. -God * Parents
Split? I’ll Keep You Together. -God Instead of stark white lettering on the billboards, there is a
bright, glowing effect-and it almost appears as if God has written the words.SmithAgency.com felt that this version of the campaign needed to speak to
kids in their own lingo. Some adults are offended, but the concept has already
hit home with the target audience-kids. Mission accomplished. Look for God
coming to your town on a billboard soon. THINKING ABOUT THE FUTURE!As religion becomes something that the younger generations have
shied away from, a trendy campaign may do the trick in getting more adolescents
to their place of worship. Whether that is the effect or not, campaigns such as
‘God Speaks’ have proven that almost anything can be advertised. We may even
see more clients of advertising agencies who wish to remain anonymous, in an
attempt to create a focus on what is being advertised.————————————————————————SOURCE:Siebert, T.W. “Divine
Intervention: ‘God’ Gets a Hip Voice in Campaign’s Second Coming”,ADWEEK, March 13, 2000.QUESTIONS:a. Have you seen any of these billboards? If so,
talk about what your reaction was when you first saw one of the ‘God Speaks’
billboards. b. Explain what trouble this campaign might have
trying to convey its message through TV
commercials. Hint: It has to do with the purchase of the airtime. c. What kind of trend might this campaign start
in the advertising community? d. Is it ethical for advertisers not to identify
the sponsor as exemplified in this ad campaign?e. Choose a product/service/individual that
could use an advertising campaign, but would be extremely hard to advertise
(such as the concept of ‘God’). Try to come up with a theme that would show
this product/service/individual in a different light. 15. Reflect on your
own habits and purchases. Then write a couple of paragraphs about your habits and
purchases in terms of how advertising influenced the development of the habit
or the purchase decision. Did advertising lead them or did it follow a trend
you had already adopted? 16. Read this true case and answer, in writing, the questions at the end of
the case.Ethics ExerciseAfter Swedish copywriter Michael Malmborg wrote his very
first commercial, he didnt suffer the creatives chronic anxiety about whether
or not his work was going to get noticed.
The first night Malmborgs commercial ran on Swedens TV3, it created
what the Swedish call a folkstorm. The
TV station was flooded with calls from viewers, most of them outraged, some in
tears. By the time the news media picked
up the story, Malmborg had, more than
once, heard himself called a murderer. The source of the stir indeed
appeared to be the equivalent of a snuff film, the victim being a goldfish
(actually a carp) that suffers a dramatic death by detergent right before our
eyes. The TV spot, opening with a stark,
white-on-black written question Are you taking overdoses? starts our
innocently enough as a man prepares to do his laundry. As a voice-over explains how 10,000
tons of excess washing powder pollute Swedish waters, the man takes a heaping
cup of detergent, pushes the excess on top of the cup into the goldfish bowl,
and pours the rest into his washing machine. The big, beautiful fish thrashes and
seems to stare into the camera in horror as it gasps for air. Its demise dramatized by sound effects, the
fish gives a final shudder and sinks to the bottom of the cloudy bowl with a
thud. Then, ending with a flourish to
show the potential polluter how his habits might come back to haunt him, the
man in the commercial picks the fish out of the tainted bowl and throws it into
a sizzling frying pan. Its all going
to end up on your plate, concludes the announcer. Of course, there was no way for the
TV viewers to know that the fish in question (four altogether) were killed
relatively humanely during this shoot.
Since detergent truly would have caused a slow, tortured death, marine
biologists recommended shots of phenobarbital.
Outraged reactions from mothers such as, How can you do this? caused
TV3 to move the spot from its original prime-time airing to a later time slot. On a more professional front,
Morkman Film Company and director Ola Mork, who had donated their services to
get the spot produced, got an unpleasant surprise when it sent out an updated
reel that included the Goldfish spot to foreign clients. One Danish agency objected so strongly that
it said it would never again hire the production house. Yet the commercials most rewarding
ramifications were manifested when Michael Malmborgs neighbors came up to him
outside his home in a Stockholm suburb and told him that they thought of that
goldfish every time they stood over their washing machines measuring out powder
and resisting the urge to overdo it. This was just the type of reaction
Malmborg had dreamed of when this project began.QUESTIONS :1. Do you find this commercial
objectionable? Why or why not?2. If a similar ad were produced in the United
States, should it be allowed to run during prime- time viewing hours? Why or why not?3. When the purpose of an advertisement is to
create a better society for everyone, does the end justify the means? Why or why not?
PLACE THIS ORDER OR A SIMILAR ORDER WITH BEST NURSING TUTORS TODAY AND GET AN AMAZING DISCOUNT
The post Explain to me what sampling is and why ratings are so important to people in the field of advertising and promotion. appeared first on BEST NURSING TUTORS .
Do you need a similar assignment done for you from scratch? We have qualified writers to help you. We assure you an A+ quality paper that is free from plagiarism. Order now for an Amazing Discount!
Use Discount Code "Newclient" for a 15% Discount!
NB: We do not resell papers. Upon ordering, we do an original paper exclusively for you.
prepare a project proposal to submit to your instructor.
/in Uncategorized /by JosephYou will prepare a project proposal to submit to your instructor. The goal is to provide your instructor with enough information so that he/she can review your project to determine if it will meet the requirement for the capstone course. The proposal should be 500 or more words.
1. Identify the type of project you plan to do – company research project or business plan.
2. Identify the company for the research project or the type of business for the business plan.
3. Discuss in 2-3 paragraphs (250 words) why you chose the company research project or the business plan. You can also talk about why you chose a particular company or type of business.
4. What do you hope to learn from this project?
PLACE THIS ORDER OR A SIMILAR ORDER WITH BEST NURSING TUTORS TODAY AND GET AN AMAZING DISCOUNT
The post prepare a project proposal to submit to your instructor. appeared first on BEST NURSING TUTORS .
Do you need a similar assignment done for you from scratch? We have qualified writers to help you. We assure you an A+ quality paper that is free from plagiarism. Order now for an Amazing Discount!
Use Discount Code "Newclient" for a 15% Discount!
NB: We do not resell papers. Upon ordering, we do an original paper exclusively for you.
Explain to me what sampling is and why ratings are so important to people in the field of advertising and promotion.
/in Uncategorized /by JosephAssign.
2 PLEASE READ BLACK PRINT
CAREFULLY AND ANSWER QUESTIONS INBLUE
H.
Examine the Web sites of three (3) of the ad agencies listed
below. (You might want to look
at
all of them for comparison.)
Forbes identified these as the ten great ad agencies.
What differences in offerings do you observe? Tell me which
agencies you examined and then
tell
me, if you were looking for an ad agency, which would you choose? Why would you
choose that one over the others?(
2 paragraphs)
Wieden+Kennedy – .wk.com/”>http://www.wk.com
Butler, Shine, Stern – .com/#/”>http://bssp.com/#/
Ogilvy – .ogilvy.com/”>http://www.ogilvy.com
BBDO – .bbdo.com/#!/the-work”>http://www.bbdo.com/#!/the-work
CP + B – .cpbgroup.com/”>http://www.cpbgroup.com
Deutsch – .deutschinc.com/”>http://www.deutschinc.com
Martin – .martinagency.com/home”>http://www.martinagency.com/home
Droga5 – .com/”>http://droga5.com
Mullen – .mullen.com/”>http://www.mullen.com
TV Ratings: What Do
They Mean?
You probably have seen or heard about the Nielsen ratings and how
a TV show was dropped after a single season because of “poor
ratings.” What does that mean? As you probably know, it does not refer to
how a mysterious panel of people “rated” a show, but rather refers to
a count of the number of people watching a show. The company that does this
“counting” of people watching various TV shows is calledNielsen
Media Research .nielsen.com/us/en.html”>http://www.nielsen.com/us/en.htmlHow the company actually measures the audience of any TV show is a
story in itself. Start visiting the Nielsen Media web site by clicking on
ABOUT at the top of this home page. As
you click on other topics at the top of the page, you can learn all that Neilson
Media Research does.
The research for which Nielson is most famous is the TV ratings
system. With the growth in advertising
by social media, Nielson has entered that research market as well, but
regardless of the media, the basic research is the same. Read
the article that I sent you, What TV Ratings Really Mean.
Then go to:
.nielsenacademics.com/member/course/naoc/ebooks/CI_an_intro_to_tv_ratings/ie5/index.html?dhtmlActivation=inplace”>http://www.nielsenacademics.com/member/course/naoc/ebooks/CI_an_intro_to_tv_ratings/ie5/index.html?dhtmlActivation=inplace and watch the Power Point, What TV Ratings Really Mean.
All of this will give you an overview of the TV ratings
concept. A TV Rating simply refers to a
percentage of the TV households (households in the U.S. that own a television)
that are watching a show. So, if a show has a rating of 5, it means that 5% of
all the TV households in the U.S. watched that show. Another important concept
is Share. The “Share” of a program refers to the percentage of
households watching TV that are tuned to a show. So, a program with a share of
10 implies that of the people watching TV at the time, 10% were tuned to that
program.
Visit.nielsen.com/us/en/search.html?q=TV+RAnkings&sp_cs=UTF-8″>http://www.nielsen.com/us/en/search.html?q=TV+RAnkings&sp_cs=UTF-8 and take a look at
articles that tell the results of Nielsons research of consumer preferences in
TV, social media, music, and more. These
articles alone are a course in consumer behavior.
a. When you read the article, What TV Ratings
Really Mean, you read about sampling.
Explain to me what sampling is and why ratings are so important to
people in the field of advertising and promotion.
c. What are the “Sweeps” periods and
why do networks introduce their new shows then?
I had you do all of this reading on Nielson to highlight two
aspects of consumer behavior research. First, and quite obviously, it
introduced you to the terms “ratings” and “share.” These
are widely used terms that you may never have heard of, and very likely never
fully understood. Second, it introduces the concept of sampling. While you may
be familiar with the fact that the Nielsen ratings provide an estimate of the
viewing audience for a show, you might have never given thought to the fact
that these estimates are based on surprisingly small samples. I ask you to do
all this reading to initiate thinking on the accuracy of sample-based estimates
and how surprisingly accurate information can be based on surprisingly small
samples.
6. Often brands are
named after families that founded the companies. Think of Bush beans, Sears,
and
Kodak. Even Wendys,
the national fast food brand, borrowed its name from the founders daughter.
Consider your own family as a brand and
write a brand identity statement to communicate your brand
to people. What characteristics distinguish
them from other families? What characteristics of your
family make each member recognizable as a
member of the brand?
7. What are reference groups? Why is it important for marketers to identify
the reference group to which the their market target belongs?
8. I am sure you are familiar with the AFLAC
Duck. The Duck is the mascot for AFLAC
Insurance Company and the main protagonist of the companys commercials. AFLACs chief executive, Daniel Amos credits
the duck with AFLACs branding success.
In the 1990s just one in ten people in the U.S. were familiar with the
company. All that changed in 2000 when
AFLAC introduced the duck as its new mascot.
Today more than nine of ten people know the AFLAC brand. This is a reminder of how important branding
is in a crowded market like insurance where many companies offer similar
products.
However,
the brand was threatened when comedian Gilbert Gottfried, who was the U.S.
voice for the AFLAC Duck, sent out a slate of offensive twitter jokes about the
tragic earthquake and tsunami in Japan in 2011. You might not know that AFLAC
is the largest life insurer in Japan in terms of individual insurance policies
in force, and insures one out of every four Japanese households.
Amos
dealt with the threat to AFLACs brand decisively. Within 15 minutes of hearing about
Gottfrieds jokes, there was a news release that Gottfried was fired, and Amos
pulled all the commercials in the U.S. that had the duck with Gottfrieds
voice. The quick action by Amos actually
generated good publicity for the company, and both the brand and the duck lived
on to quack again. More than 11,000
people applied for the job to become the ducks new voice.
Characters
in ads are like products, in that they have a life cycle. In 2013, when the duck began to show signs of
possible decline in viewer interest, AFLACs advertisers decided to go with a
plot twist to reawaken consumer interest in the brand. Go to.adweek.com/news/advertising-branding/spot-lame-duck-147210″>http://www.adweek.com/news/advertising-branding/spot-lame-duck-147210 and read the article, AFLACs Iconic
Bird Gets Hurt, and Goes Silent.
a.
Some viewers dont like the
AFLAC ads. Can an ad still accomplish its intended purposes if people find it
annoying? Even if the ad is annoying to some, why does it appeal to others?
Does an annoying ad cause it to get noticed? Does this help with name
recognition?
b. The AFLAC campaign with the duck is more than
seven years old. In your opinion, will the campaign stay effective for the
foreseeable future?
c. What makes AFLAC ads so effective? Is it
something more than their entertainment value? If so, what else contributes to
their success?
7.
Visit the following Websites and describe the brand personality of each of the
brands:
Pillsbury: .pillsbury.com/Default.asp”>http://www.pillsbury.com/Default.asp
Maytag: .maytag.com/”>www.maytag.com
9.
One well-known businessman, Bill Marriott, the founder of the Marriott
hotel empire, is working at the cutting edge of Internet advertising. Last year he began a personal blog to
communicate with his customers, investors, and suppliers. Check out his blog at.blogs.marriott.com/”>http://www.blogs.marriott.com/
Read the things he has to say and tell me, in writing,
your impression of this approach to advertising and its implications for future
advertising using the Internet.( Answer
should be In 2 paragraphs long )
10. Values and Lifestyle
System (VALS II), an instrument to help predict consumer behavior.
In the United States, it is important that we see ourselves as
individuals. Yet each of us also has interests, attitudes, or needs that are
similar to those of other people. TheVALS II
system measures those attitudes and interests that many people in the U.S.
adult population share and predicts each group’s typical choices in products
and services. Created by, SRI (Gallup Inc.)
this instrument presents you with information about how a particular VALS group
typically behaves.
In the study of advertising, we learn about psychographic and
lifestyle segmentation as an approach to target marketing that goes beyond
demographic segmentation. Many of today’s successful companies are using Values
and Lifestyle System (VALS II) as a key to understanding
their target markets more fully.
Heres an example of one company’s failure to recognize the value
of lifestyle segmentation in their advertising campaign. Some time ago, an
advertising campaign was developed to increase the sales of the soft drinkDr.
Pepper. Research showed that the advertising campaign
was very successful in generating very high recall and most people had a
positive feeling about the television ads. However, the sales of Dr. Pepper
dramatically decreased. Can you think of some reasons why this might occur?
In this case, the company failed to understand the psychographic
profile of theDr. Pepper consumer when
developing the advertising strategy and campaign. The advertising company had
developed a campaign that appealed to people with traditional values. They fit
the VALS II profile of ‘believers”. The
people that actually drank Dr. Pepper viewed themselves very differently. They
thought of themselves as being different, innovative and they wanted excitement
in their lives. They fit the
VALS II profile of “experiences”. Therefore, when they
saw the advertisements that showed people with traditional values (believer’s)
drinking Dr. Pepper they stopped buying it and the sales of Dr. Pepper dropped
dramatically.
The company pulled the television advertisements and recreated the
complete campaign based on theVALS II segmentation scheme. The
new campaign was created with a very different appeal, positioning the product
as exciting and unusual product. The new advertisements contained visuals and
copy that had appeal to “experiencer’s”, the people most likely to
drink Dr. Pepper. Sales soared with the new campaign.
Visit theVALS Web site at.strategicbusinessinsights.com/vals/presurvey.shtml”>http://www.strategicbusinessinsights.com/vals/presurvey.shtml
1. Complete the VALS survey at the web-site. To
which VALS category do you belong?
2. Do you agree with the category that the VALS
survey has given you (explain why or why not)?
3. How can VALS II be applied to marketing
research projects? Be specific in your answer.
Explore the site to give you insight into the answer.
4.
Critical Thinking
Exerciseassign 1
Look up each of the following
organizations on the Internet. For each company, (1) discuss how effective
their Web site is in communicating an overall message. Also, (2) discuss how
well they integrated the material on the Web site. (3) How well are they doing at integrating
their advertising and other marketing communications with their Web site? BE SURE TO RESPOND TO ALL THREE QUESTIONS FOR
EACH OF THE FOUR WEB SITES.
a. Applebee’s Restaurant .applebees.com/”>http://www.applebees.com
(1)
Discuss
how effective their Web site is in communicating an overall message.
(2)
Discuss how well they integrated the material on the Web site
(3) How well are they
doing at integrating their advertising and other marketing communications with
their Web site?
b. Nike .nike.com/main.html”>http://www.nike.com/main.html
(1)
Discuss
how effective their Web site is in communicating an overall message.
(2) Discuss how well they integrated
the material on the Web site
(3) How well are they doing at integrating their advertising and other
marketing communications with their Web site?
c.
Revlon .com/”>http://revlon.com
(1)
Discuss
how effective their Web site is in communicating an overall message.
(2)
Discuss how well they integrated the material on the Web site
(3) How well are they
doing at integrating their advertising and other marketing communications with
their Web site?
d. Toyota .jbhunt.com/index.html”>.toyota.com/”>http://www.toyota.com
(1)
Discuss
how effective their Web site is in communicating an overall message.
(2)
Discuss how well they integrated the material on the Web site
(3) How well are they
doing at integrating their advertising and other marketing communications with
their Web site?
5.
Critics charge that advertising seeks to manipulate its audience, whereas
advertisings supporters claim that it merely seeks to persuade. Which
interpretation do you agree with? Why?
ASIGN 1.
13. Read this article and then answer, in
writing, the two questions at the end of the article:
Harrah’s New Code to
Restrict Marketing
The Wall Street Journal
Harrah’s, the Las Vegas casino operator, is following the lead of
tobacco companies and Hollywood Studios by banning advertising that appeals to
children. Harrah’s new code is the most conservative in the industry. The
gaming giant promises, “not to advertise in college newspapers, in comic
sections of newspapers, on toys, on children’s clothing, or within 500 feet of
schools.” Harrah’s advertising messages will not link gambling with a
‘rite-of-passage’ or that ‘irresponsible gambling is amusing’. Further, the
casino will not participate in paycheck promotions, such as “Double your
Paycheck!” which encourage payday gambling as practiced by other casinos.
Harrah’s target market is individuals 45-70 years of age, who spend
$1,000-2,000/year gambling. Most agree that people ought to be 21 before they
gamble. Harrah’s defined target market clearly avoids age groups where the
difference is marginally above the suggested age limit of 21. By targeting
individuals that spend less than $2,000 per year gambling they also are not
trying to attract compulsive gamblers.
ThoughHarrah’s has instituted this new conservative policy
towards advertising, it is not purely internally motivated.The
American Gaming Associationannounced standards as a Code of Conduct for its
members.
Though less conservative, clearly they are signaling members to
take action. There is also increasing pressure from anti-casino activists and
citizens’ groups against casino operators who engage in advertising that is
aimed at kids or that encourages risky gambling behaviors. Contrary to
tightening restrictions on gambling, the U.S. Supreme Court removed some
federal restrictions on gambling last year. Harrah’s is hoping to set the
standard that other casino operators will follow.
As with any adult oriented product or activity, there will be
increased scrutiny by individuals, society, and the government. In recent
years, the gaming industry has experienced increased growth to regions
previously limited from their reach. Many states have allowed limited operation
of casinos, primarily on boats, where it was previously prohibited. This has
allowed casinos to reach more people with more frequency. Society has benefited
as it has brought new jobs to communities and has increased state and local
revenues, which has improved the economy and social services in many areas.
Critics of legalized gambling argue that casinos often prey on the
nave and poor. Gambling can become addictive which can lead to a demise of
family values, an increase in social burdens, and a general break down of
social values. Individuals most in need of money may risk all their paycheck in
the hopes of a big pay off. The odds of winning are against the gambler. The
loser may attempt to extend their credit in an effort to win back what they had
to begin with. When the loss is more than a gambler can afford, they become a
burden for those around them and for society.
SOURCE:
Binkley, Christina. “Harrah’s
New Code to Restrict Marketing”, The Wall Street Journal, October 19,
2000, p. B16.
————————————————————————
QUESTIONS:
a. As long as gambling is legal, why should
casinos pay attention to the anti-casino activists who
want to impose limits on where and what
they place in their advertising message?
b. What advantage does Harrah’s have over other
casinos by following the most conservative
advertising standards?
14. Read the article below, Divine Intervention: ‘God’ Gets a Hip Voice in Campaign’s
Second
Coming, fromADWEEK,
March 13, 2000. After reading the article, go to.youtube.com/watch?v=thDyi6sw8zE”>https://www.youtube.com/watch?v=thDyi6sw8zE
to see some of the billboards that were seen
on the sides of highways all over the country..
Then answer, in writing, the five
questions at the end of the article.
Divine Intervention:
‘God’ Gets a Hip Voice in Campaign’s Second Coming
Never before has there been a campaign where the company (or
individual) advertising wanted to remain anonymous. However, this is the case
with the ‘God Speaks’ campaign. An agency known asSmithAgency.com produced the original spots for a client that has sworn
them to secrecy. You may have seen some of these ads: most of them were
billboards that were completely black, with stark white type. Here are a few
examples of the first campaign:
* Let’s
meet at my house Sunday before the game. -God
* What
part of “Thou Shalt Not” didn’t you understand? -God
This approach is aimed toward adults, and it worked. The creative
concept did, anyhow. The campaign won numerous awards for its intelligent and
straightforward approach. Also, it did not focus in on Christians only; the
idea was to make the campaign as general and encompassing as possible.
The second wave of this campaign is directly targeted at the
younger generations. It was tested, and it is a hit among 12- to 24-year-olds.
Here are some examples of the new campaign:
*
ChillDon’t Kill. -God
* Parents
Split? I’ll Keep You Together. -God
Instead of stark white lettering on the billboards, there is a
bright, glowing effect-and it almost appears as if God has written the words.SmithAgency.com felt that this version of the campaign needed to speak to
kids in their own lingo. Some adults are offended, but the concept has already
hit home with the target audience-kids. Mission accomplished. Look for God
coming to your town on a billboard soon.
THINKING ABOUT THE FUTURE!
As religion becomes something that the younger generations have
shied away from, a trendy campaign may do the trick in getting more adolescents
to their place of worship. Whether that is the effect or not, campaigns such as
‘God Speaks’ have proven that almost anything can be advertised. We may even
see more clients of advertising agencies who wish to remain anonymous, in an
attempt to create a focus on what is being advertised.
————————————————————————
SOURCE:
Siebert, T.W. “Divine
Intervention: ‘God’ Gets a Hip Voice in Campaign’s Second Coming”,ADWEEK, March 13, 2000.
QUESTIONS:
a. Have you seen any of these billboards? If so,
talk about what your reaction was when you first saw one of the ‘God Speaks’
billboards.
b. Explain what trouble this campaign might have
trying to convey its message through TV
commercials. Hint: It has to do with the purchase of the airtime.
c. What kind of trend might this campaign start
in the advertising community?
d. Is it ethical for advertisers not to identify
the sponsor as exemplified in this ad campaign?
e. Choose a product/service/individual that
could use an advertising campaign, but would be extremely hard to advertise
(such as the concept of ‘God’). Try to come up with a theme that would show
this product/service/individual in a different light.
15. Reflect on your
own habits and purchases. Then write a couple of paragraphs about your habits and
purchases in terms of how advertising influenced the development of the habit
or the purchase decision. Did advertising lead them or did it follow a trend
you had already adopted?
16. Read this true case and answer, in writing, the questions at the end of
the case.
Ethics Exercise
After Swedish copywriter Michael Malmborg wrote his very
first commercial, he didnt suffer the creatives chronic anxiety about whether
or not his work was going to get noticed.
The first night Malmborgs commercial ran on Swedens TV3, it created
what the Swedish call a folkstorm. The
TV station was flooded with calls from viewers, most of them outraged, some in
tears. By the time the news media picked
up the story, Malmborg had, more than
once, heard himself called a murderer.
The source of the stir indeed
appeared to be the equivalent of a snuff film, the victim being a goldfish
(actually a carp) that suffers a dramatic death by detergent right before our
eyes. The TV spot, opening with a stark,
white-on-black written question Are you taking overdoses? starts our
innocently enough as a man prepares to do his laundry.
As a voice-over explains how 10,000
tons of excess washing powder pollute Swedish waters, the man takes a heaping
cup of detergent, pushes the excess on top of the cup into the goldfish bowl,
and pours the rest into his washing machine.
The big, beautiful fish thrashes and
seems to stare into the camera in horror as it gasps for air. Its demise dramatized by sound effects, the
fish gives a final shudder and sinks to the bottom of the cloudy bowl with a
thud. Then, ending with a flourish to
show the potential polluter how his habits might come back to haunt him, the
man in the commercial picks the fish out of the tainted bowl and throws it into
a sizzling frying pan. Its all going
to end up on your plate, concludes the announcer.
Of course, there was no way for the
TV viewers to know that the fish in question (four altogether) were killed
relatively humanely during this shoot.
Since detergent truly would have caused a slow, tortured death, marine
biologists recommended shots of phenobarbital.
Outraged reactions from mothers such as, How can you do this? caused
TV3 to move the spot from its original prime-time airing to a later time slot.
On a more professional front,
Morkman Film Company and director Ola Mork, who had donated their services to
get the spot produced, got an unpleasant surprise when it sent out an updated
reel that included the Goldfish spot to foreign clients. One Danish agency objected so strongly that
it said it would never again hire the production house.
Yet the commercials most rewarding
ramifications were manifested when Michael Malmborgs neighbors came up to him
outside his home in a Stockholm suburb and told him that they thought of that
goldfish every time they stood over their washing machines measuring out powder
and resisting the urge to overdo it.
This was just the type of reaction
Malmborg had dreamed of when this project began.
QUESTIONS :
1. Do you find this commercial
objectionable? Why or why not?
2. If a similar ad were produced in the United
States, should it be allowed to run during prime-
time viewing hours? Why or why not?
3. When the purpose of an advertisement is to
create a better society for everyone, does the end
justify the means? Why or why not?
Assign.
2 PLEASE READ BLACK PRINT
CAREFULLY AND ANSWER QUESTIONS INBLUEH.Examine the Web sites of three (3) of the ad agencies listed
below. (You might want to look at
all of them for comparison.) Forbes identified these as the ten great ad agencies.What differences in offerings do you observe? Tell me which
agencies you examined and then tell
me, if you were looking for an ad agency, which would you choose? Why would you choose that one over the others?(
2 paragraphs)Wieden+Kennedy – .wk.com/”>http://www.wk.comButler, Shine, Stern – .com/#/”>http://bssp.com/#/Ogilvy – .ogilvy.com/”>http://www.ogilvy.comBBDO – .bbdo.com/#!/the-work”>http://www.bbdo.com/#!/the-workCP + B – .cpbgroup.com/”>http://www.cpbgroup.comDeutsch – .deutschinc.com/”>http://www.deutschinc.comMartin – .martinagency.com/home”>http://www.martinagency.com/homeDroga5 – .com/”>http://droga5.comMullen – .mullen.com/”>http://www.mullen.comTV Ratings: What Do
They Mean?You probably have seen or heard about the Nielsen ratings and how
a TV show was dropped after a single season because of “poor
ratings.” What does that mean? As you probably know, it does not refer to
how a mysterious panel of people “rated” a show, but rather refers to
a count of the number of people watching a show. The company that does this
“counting” of people watching various TV shows is calledNielsen
Media Research .nielsen.com/us/en.html”>http://www.nielsen.com/us/en.htmlHow the company actually measures the audience of any TV show is a
story in itself. Start visiting the Nielsen Media web site by clicking on
ABOUT at the top of this home page. As
you click on other topics at the top of the page, you can learn all that Neilson
Media Research does.The research for which Nielson is most famous is the TV ratings
system. With the growth in advertising
by social media, Nielson has entered that research market as well, but
regardless of the media, the basic research is the same. Read
the article that I sent you, What TV Ratings Really Mean.Then go to:.nielsenacademics.com/member/course/naoc/ebooks/CI_an_intro_to_tv_ratings/ie5/index.html?dhtmlActivation=inplace”>http://www.nielsenacademics.com/member/course/naoc/ebooks/CI_an_intro_to_tv_ratings/ie5/index.html?dhtmlActivation=inplace and watch the Power Point, What TV Ratings Really Mean. All of this will give you an overview of the TV ratings
concept. A TV Rating simply refers to a
percentage of the TV households (households in the U.S. that own a television)
that are watching a show. So, if a show has a rating of 5, it means that 5% of
all the TV households in the U.S. watched that show. Another important concept
is Share. The “Share” of a program refers to the percentage of
households watching TV that are tuned to a show. So, a program with a share of
10 implies that of the people watching TV at the time, 10% were tuned to that
program. Visit.nielsen.com/us/en/search.html?q=TV+RAnkings&sp_cs=UTF-8″>http://www.nielsen.com/us/en/search.html?q=TV+RAnkings&sp_cs=UTF-8 and take a look at
articles that tell the results of Nielsons research of consumer preferences in
TV, social media, music, and more. These
articles alone are a course in consumer behavior.a. When you read the article, What TV Ratings
Really Mean, you read about sampling.
Explain to me what sampling is and why ratings are so important to
people in the field of advertising and promotion. c. What are the “Sweeps” periods and
why do networks introduce their new shows then?I had you do all of this reading on Nielson to highlight two
aspects of consumer behavior research. First, and quite obviously, it
introduced you to the terms “ratings” and “share.” These
are widely used terms that you may never have heard of, and very likely never
fully understood. Second, it introduces the concept of sampling. While you may
be familiar with the fact that the Nielsen ratings provide an estimate of the
viewing audience for a show, you might have never given thought to the fact
that these estimates are based on surprisingly small samples. I ask you to do
all this reading to initiate thinking on the accuracy of sample-based estimates
and how surprisingly accurate information can be based on surprisingly small
samples.6. Often brands are
named after families that founded the companies. Think of Bush beans, Sears,
andKodak. Even Wendys,
the national fast food brand, borrowed its name from the founders daughter. Consider your own family as a brand and
write a brand identity statement to communicate your brand to people. What characteristics distinguish
them from other families? What characteristics of your family make each member recognizable as a
member of the brand? 7. What are reference groups? Why is it important for marketers to identify
the reference group to which the their market target belongs?8. I am sure you are familiar with the AFLAC
Duck. The Duck is the mascot for AFLAC
Insurance Company and the main protagonist of the companys commercials. AFLACs chief executive, Daniel Amos credits
the duck with AFLACs branding success.
In the 1990s just one in ten people in the U.S. were familiar with the
company. All that changed in 2000 when
AFLAC introduced the duck as its new mascot.
Today more than nine of ten people know the AFLAC brand. This is a reminder of how important branding
is in a crowded market like insurance where many companies offer similar
products.However,
the brand was threatened when comedian Gilbert Gottfried, who was the U.S.
voice for the AFLAC Duck, sent out a slate of offensive twitter jokes about the
tragic earthquake and tsunami in Japan in 2011. You might not know that AFLAC
is the largest life insurer in Japan in terms of individual insurance policies
in force, and insures one out of every four Japanese households. Amos
dealt with the threat to AFLACs brand decisively. Within 15 minutes of hearing about
Gottfrieds jokes, there was a news release that Gottfried was fired, and Amos
pulled all the commercials in the U.S. that had the duck with Gottfrieds
voice. The quick action by Amos actually
generated good publicity for the company, and both the brand and the duck lived
on to quack again. More than 11,000
people applied for the job to become the ducks new voice.Characters
in ads are like products, in that they have a life cycle. In 2013, when the duck began to show signs of
possible decline in viewer interest, AFLACs advertisers decided to go with a
plot twist to reawaken consumer interest in the brand. Go to.adweek.com/news/advertising-branding/spot-lame-duck-147210″>http://www.adweek.com/news/advertising-branding/spot-lame-duck-147210 and read the article, AFLACs Iconic
Bird Gets Hurt, and Goes Silent. a.
Some viewers dont like the
AFLAC ads. Can an ad still accomplish its intended purposes if people find it
annoying? Even if the ad is annoying to some, why does it appeal to others?
Does an annoying ad cause it to get noticed? Does this help with name
recognition? b. The AFLAC campaign with the duck is more than
seven years old. In your opinion, will the campaign stay effective for the
foreseeable future? c. What makes AFLAC ads so effective? Is it
something more than their entertainment value? If so, what else contributes to
their success?7.
Visit the following Websites and describe the brand personality of each of the
brands:Pillsbury: .pillsbury.com/Default.asp”>http://www.pillsbury.com/Default.aspMaytag: .maytag.com/”>www.maytag.com9.
One well-known businessman, Bill Marriott, the founder of the Marriott
hotel empire, is working at the cutting edge of Internet advertising. Last year he began a personal blog to
communicate with his customers, investors, and suppliers. Check out his blog at.blogs.marriott.com/”>http://www.blogs.marriott.com/Read the things he has to say and tell me, in writing,
your impression of this approach to advertising and its implications for future
advertising using the Internet.( Answer
should be In 2 paragraphs long )10. Values and Lifestyle
System (VALS II), an instrument to help predict consumer behavior.In the United States, it is important that we see ourselves as
individuals. Yet each of us also has interests, attitudes, or needs that are
similar to those of other people. TheVALS II
system measures those attitudes and interests that many people in the U.S.
adult population share and predicts each group’s typical choices in products
and services. Created by, SRI (Gallup Inc.)
this instrument presents you with information about how a particular VALS group
typically behaves. In the study of advertising, we learn about psychographic and
lifestyle segmentation as an approach to target marketing that goes beyond
demographic segmentation. Many of today’s successful companies are using Values
and Lifestyle System (VALS II) as a key to understanding
their target markets more fully. Heres an example of one company’s failure to recognize the value
of lifestyle segmentation in their advertising campaign. Some time ago, an
advertising campaign was developed to increase the sales of the soft drinkDr.
Pepper. Research showed that the advertising campaign
was very successful in generating very high recall and most people had a
positive feeling about the television ads. However, the sales of Dr. Pepper
dramatically decreased. Can you think of some reasons why this might occur?In this case, the company failed to understand the psychographic
profile of theDr. Pepper consumer when
developing the advertising strategy and campaign. The advertising company had
developed a campaign that appealed to people with traditional values. They fit
the VALS II profile of ‘believers”. The
people that actually drank Dr. Pepper viewed themselves very differently. They
thought of themselves as being different, innovative and they wanted excitement
in their lives. They fit the VALS II profile of “experiences”. Therefore, when they
saw the advertisements that showed people with traditional values (believer’s)
drinking Dr. Pepper they stopped buying it and the sales of Dr. Pepper dropped
dramatically.The company pulled the television advertisements and recreated the
complete campaign based on theVALS II segmentation scheme. The
new campaign was created with a very different appeal, positioning the product
as exciting and unusual product. The new advertisements contained visuals and
copy that had appeal to “experiencer’s”, the people most likely to
drink Dr. Pepper. Sales soared with the new campaign.Visit theVALS Web site at.strategicbusinessinsights.com/vals/presurvey.shtml”>http://www.strategicbusinessinsights.com/vals/presurvey.shtml1. Complete the VALS survey at the web-site. To
which VALS category do you belong? 2. Do you agree with the category that the VALS
survey has given you (explain why or why not)?3. How can VALS II be applied to marketing
research projects? Be specific in your answer.
Explore the site to give you insight into the answer.4.
Critical Thinking
Exerciseassign 1Look up each of the following
organizations on the Internet. For each company, (1) discuss how effective
their Web site is in communicating an overall message. Also, (2) discuss how
well they integrated the material on the Web site. (3) How well are they doing at integrating
their advertising and other marketing communications with their Web site? BE SURE TO RESPOND TO ALL THREE QUESTIONS FOR
EACH OF THE FOUR WEB SITES.a. Applebee’s Restaurant .applebees.com/”>http://www.applebees.com (1)
Discuss
how effective their Web site is in communicating an overall message.(2)
Discuss how well they integrated the material on the Web site(3) How well are they
doing at integrating their advertising and other marketing communications with
their Web site? b. Nike .nike.com/main.html”>http://www.nike.com/main.html(1)
Discuss
how effective their Web site is in communicating an overall message.(2) Discuss how well they integrated
the material on the Web site(3) How well are they doing at integrating their advertising and other
marketing communications with their Web site?
c.
Revlon .com/”>http://revlon.com(1)
Discuss
how effective their Web site is in communicating an overall message.(2)
Discuss how well they integrated the material on the Web site(3) How well are they
doing at integrating their advertising and other marketing communications with
their Web site? d. Toyota .jbhunt.com/index.html”>.toyota.com/”>http://www.toyota.com(1)
Discuss
how effective their Web site is in communicating an overall message.(2)
Discuss how well they integrated the material on the Web site(3) How well are they
doing at integrating their advertising and other marketing communications with
their Web site? 5.
Critics charge that advertising seeks to manipulate its audience, whereas
advertisings supporters claim that it merely seeks to persuade. Which
interpretation do you agree with? Why?ASIGN 1. 13. Read this article and then answer, in
writing, the two questions at the end of the article: Harrah’s New Code to
Restrict MarketingThe Wall Street JournalHarrah’s, the Las Vegas casino operator, is following the lead of
tobacco companies and Hollywood Studios by banning advertising that appeals to
children. Harrah’s new code is the most conservative in the industry. The
gaming giant promises, “not to advertise in college newspapers, in comic
sections of newspapers, on toys, on children’s clothing, or within 500 feet of
schools.” Harrah’s advertising messages will not link gambling with a
‘rite-of-passage’ or that ‘irresponsible gambling is amusing’. Further, the
casino will not participate in paycheck promotions, such as “Double your
Paycheck!” which encourage payday gambling as practiced by other casinos.Harrah’s target market is individuals 45-70 years of age, who spend
$1,000-2,000/year gambling. Most agree that people ought to be 21 before they
gamble. Harrah’s defined target market clearly avoids age groups where the
difference is marginally above the suggested age limit of 21. By targeting
individuals that spend less than $2,000 per year gambling they also are not
trying to attract compulsive gamblers.ThoughHarrah’s has instituted this new conservative policy
towards advertising, it is not purely internally motivated.The
American Gaming Associationannounced standards as a Code of Conduct for its
members. Though less conservative, clearly they are signaling members to
take action. There is also increasing pressure from anti-casino activists and
citizens’ groups against casino operators who engage in advertising that is
aimed at kids or that encourages risky gambling behaviors. Contrary to
tightening restrictions on gambling, the U.S. Supreme Court removed some
federal restrictions on gambling last year. Harrah’s is hoping to set the
standard that other casino operators will follow.As with any adult oriented product or activity, there will be
increased scrutiny by individuals, society, and the government. In recent
years, the gaming industry has experienced increased growth to regions
previously limited from their reach. Many states have allowed limited operation
of casinos, primarily on boats, where it was previously prohibited. This has
allowed casinos to reach more people with more frequency. Society has benefited
as it has brought new jobs to communities and has increased state and local
revenues, which has improved the economy and social services in many areas.Critics of legalized gambling argue that casinos often prey on the
nave and poor. Gambling can become addictive which can lead to a demise of
family values, an increase in social burdens, and a general break down of
social values. Individuals most in need of money may risk all their paycheck in
the hopes of a big pay off. The odds of winning are against the gambler. The
loser may attempt to extend their credit in an effort to win back what they had
to begin with. When the loss is more than a gambler can afford, they become a
burden for those around them and for society.SOURCE:Binkley, Christina. “Harrah’s
New Code to Restrict Marketing”, The Wall Street Journal, October 19,
2000, p. B16.————————————————————————QUESTIONS:a. As long as gambling is legal, why should
casinos pay attention to the anti-casino activists who want to impose limits on where and what
they place in their advertising message?b. What advantage does Harrah’s have over other
casinos by following the most conservative advertising standards?14. Read the article below, Divine Intervention: ‘God’ Gets a Hip Voice in Campaign’s
Second Coming, fromADWEEK,
March 13, 2000. After reading the article, go to.youtube.com/watch?v=thDyi6sw8zE”>https://www.youtube.com/watch?v=thDyi6sw8zE to see some of the billboards that were seen
on the sides of highways all over the country..Then answer, in writing, the five
questions at the end of the article.Divine Intervention:
‘God’ Gets a Hip Voice in Campaign’s Second ComingNever before has there been a campaign where the company (or
individual) advertising wanted to remain anonymous. However, this is the case
with the ‘God Speaks’ campaign. An agency known asSmithAgency.com produced the original spots for a client that has sworn
them to secrecy. You may have seen some of these ads: most of them were
billboards that were completely black, with stark white type. Here are a few
examples of the first campaign: * Let’s
meet at my house Sunday before the game. -God * What
part of “Thou Shalt Not” didn’t you understand? -God This approach is aimed toward adults, and it worked. The creative
concept did, anyhow. The campaign won numerous awards for its intelligent and
straightforward approach. Also, it did not focus in on Christians only; the
idea was to make the campaign as general and encompassing as possible. The second wave of this campaign is directly targeted at the
younger generations. It was tested, and it is a hit among 12- to 24-year-olds.
Here are some examples of the new campaign: *
ChillDon’t Kill. -God * Parents
Split? I’ll Keep You Together. -God Instead of stark white lettering on the billboards, there is a
bright, glowing effect-and it almost appears as if God has written the words.SmithAgency.com felt that this version of the campaign needed to speak to
kids in their own lingo. Some adults are offended, but the concept has already
hit home with the target audience-kids. Mission accomplished. Look for God
coming to your town on a billboard soon. THINKING ABOUT THE FUTURE!As religion becomes something that the younger generations have
shied away from, a trendy campaign may do the trick in getting more adolescents
to their place of worship. Whether that is the effect or not, campaigns such as
‘God Speaks’ have proven that almost anything can be advertised. We may even
see more clients of advertising agencies who wish to remain anonymous, in an
attempt to create a focus on what is being advertised.————————————————————————SOURCE:Siebert, T.W. “Divine
Intervention: ‘God’ Gets a Hip Voice in Campaign’s Second Coming”,ADWEEK, March 13, 2000.QUESTIONS:a. Have you seen any of these billboards? If so,
talk about what your reaction was when you first saw one of the ‘God Speaks’
billboards. b. Explain what trouble this campaign might have
trying to convey its message through TV
commercials. Hint: It has to do with the purchase of the airtime. c. What kind of trend might this campaign start
in the advertising community? d. Is it ethical for advertisers not to identify
the sponsor as exemplified in this ad campaign?e. Choose a product/service/individual that
could use an advertising campaign, but would be extremely hard to advertise
(such as the concept of ‘God’). Try to come up with a theme that would show
this product/service/individual in a different light. 15. Reflect on your
own habits and purchases. Then write a couple of paragraphs about your habits and
purchases in terms of how advertising influenced the development of the habit
or the purchase decision. Did advertising lead them or did it follow a trend
you had already adopted? 16. Read this true case and answer, in writing, the questions at the end of
the case.Ethics ExerciseAfter Swedish copywriter Michael Malmborg wrote his very
first commercial, he didnt suffer the creatives chronic anxiety about whether
or not his work was going to get noticed.
The first night Malmborgs commercial ran on Swedens TV3, it created
what the Swedish call a folkstorm. The
TV station was flooded with calls from viewers, most of them outraged, some in
tears. By the time the news media picked
up the story, Malmborg had, more than
once, heard himself called a murderer. The source of the stir indeed
appeared to be the equivalent of a snuff film, the victim being a goldfish
(actually a carp) that suffers a dramatic death by detergent right before our
eyes. The TV spot, opening with a stark,
white-on-black written question Are you taking overdoses? starts our
innocently enough as a man prepares to do his laundry. As a voice-over explains how 10,000
tons of excess washing powder pollute Swedish waters, the man takes a heaping
cup of detergent, pushes the excess on top of the cup into the goldfish bowl,
and pours the rest into his washing machine. The big, beautiful fish thrashes and
seems to stare into the camera in horror as it gasps for air. Its demise dramatized by sound effects, the
fish gives a final shudder and sinks to the bottom of the cloudy bowl with a
thud. Then, ending with a flourish to
show the potential polluter how his habits might come back to haunt him, the
man in the commercial picks the fish out of the tainted bowl and throws it into
a sizzling frying pan. Its all going
to end up on your plate, concludes the announcer. Of course, there was no way for the
TV viewers to know that the fish in question (four altogether) were killed
relatively humanely during this shoot.
Since detergent truly would have caused a slow, tortured death, marine
biologists recommended shots of phenobarbital.
Outraged reactions from mothers such as, How can you do this? caused
TV3 to move the spot from its original prime-time airing to a later time slot. On a more professional front,
Morkman Film Company and director Ola Mork, who had donated their services to
get the spot produced, got an unpleasant surprise when it sent out an updated
reel that included the Goldfish spot to foreign clients. One Danish agency objected so strongly that
it said it would never again hire the production house. Yet the commercials most rewarding
ramifications were manifested when Michael Malmborgs neighbors came up to him
outside his home in a Stockholm suburb and told him that they thought of that
goldfish every time they stood over their washing machines measuring out powder
and resisting the urge to overdo it. This was just the type of reaction
Malmborg had dreamed of when this project began.QUESTIONS :1. Do you find this commercial
objectionable? Why or why not?2. If a similar ad were produced in the United
States, should it be allowed to run during prime- time viewing hours? Why or why not?3. When the purpose of an advertisement is to
create a better society for everyone, does the end justify the means? Why or why not?
PLACE THIS ORDER OR A SIMILAR ORDER WITH BEST NURSING TUTORS TODAY AND GET AN AMAZING DISCOUNT
The post Explain to me what sampling is and why ratings are so important to people in the field of advertising and promotion. appeared first on BEST NURSING TUTORS .
Do you need a similar assignment done for you from scratch? We have qualified writers to help you. We assure you an A+ quality paper that is free from plagiarism. Order now for an Amazing Discount!
Use Discount Code "Newclient" for a 15% Discount!
NB: We do not resell papers. Upon ordering, we do an original paper exclusively for you.
Review the policy and procedure documents provided in Appendix 2 of this assessment task. Identify three forms required by the organisation.
/in Uncategorized /by JosephAssessment/evidence gathering conditions
· Students are allowed to take this assessment home.
· Feedback on each task will be provided to enable you to determine how your work could be improved. You will be provided with feedback on your work within 2 weeks of the assessment due date.
· Should you not answer the questions correctly, you will be given feedback on the results and your gaps in knowledge. You will be given another opportunity to demonstrate your knowledge and skills to be deemed competent for this unit of competency.
· If you are not sure about any aspect of this assessment, please ask for clarification from your assessor.
· Please refer to the College re-assessment and re-enrolment policy for more information.
You must provide:
· A printed blank copy of the three forms developed.
· A printed completed copy of the three forms developed.
· Statement of feedback for each form.
· A written reflection on monitoring, evaluation and continuous improvement
· The forms as electronic documents, saved in template format.
· Explanatory notes for each of the 3 templates
· clear presentation and demonstration of instructions to use and complete your template
· observe the participant who is using and completing your template
· time for the participant to provide verbal feedback to you on the effectiveness of using the template.
Your assessor will be looking for:
· A sample (blank) form submitted, with a completed copy, feedback statement and amendments statement, submitted in paper copy for each of the three forms developed.
· An accompanying electronic form saved and submitted in a standard template format, for each of the three forms developed.
· A secondary worksheet in the template for each form, including clear instruction for:
o how to provide information for the document
o how and where to save the completed e-form
o how and where to submit the completed printed form
o particular sections of the form that should be checked prior to use.
Assessment 2
PLACE THIS ORDER OR A SIMILAR ORDER WITH BEST NURSING TUTORS TODAY AND GET AN AMAZING DISCOUNT
The post Review the policy and procedure documents provided in Appendix 2 of this assessment task. Identify three forms required by the organisation. appeared first on BEST NURSING TUTORS .
Do you need a similar assignment done for you from scratch? We have qualified writers to help you. We assure you an A+ quality paper that is free from plagiarism. Order now for an Amazing Discount!
Use Discount Code "Newclient" for a 15% Discount!
NB: We do not resell papers. Upon ordering, we do an original paper exclusively for you.
You need to create hypothetical data based on similar real world products to estimate fixed and variable costs.
/in Uncategorized /by JosephYou will apply economic principles presented in Weeks One through Three in this week’s assignment. Your assignment will be reviewed by your peers and by your facilitator in week five and should be revised as necessary based on feedback as the first part of the final assignment in week six.
Select a new realistic good or service for an existing industry.
Write the economic analysis section of a business proposal. This will include statements about the market structure and the elasticity of demand for the good or service based on text book principles. You need to create hypothetical data based on similar real world products to estimate fixed and variable costs.
Required Elements:
PLACE THIS ORDER OR A SIMILAR ORDER WITH BEST NURSING TUTORS TODAY AND GET AN AMAZING DISCOUNT
The post You need to create hypothetical data based on similar real world products to estimate fixed and variable costs. appeared first on BEST NURSING TUTORS .
Do you need a similar assignment done for you from scratch? We have qualified writers to help you. We assure you an A+ quality paper that is free from plagiarism. Order now for an Amazing Discount!
Use Discount Code "Newclient" for a 15% Discount!
NB: We do not resell papers. Upon ordering, we do an original paper exclusively for you.
Discuss the primary manner in which the concepts of this course can be applied to your current or future work position.
/in Uncategorized /by JosephDiscuss the primary manner in which the concepts of this course can be applied to your current or future work position.
Rate the three (3) most important concepts that you have learned in this course in order of importance (one [1] being the most important; three [3], the least). Provide a rationale for your rating scheme.
My current position is an Administrative Assistant, my future position is to become an Business Administration concentrate in Human Resource Management.
Get a 10 % discount on an order above $ 100
Use the following coupon code :
PLACE THIS ORDER OR A SIMILAR ORDER WITH BEST NURSING TUTORS TODAY AND GET AN AMAZING DISCOUNT
The post Discuss the primary manner in which the concepts of this course can be applied to your current or future work position. appeared first on BEST NURSING TUTORS .
Do you need a similar assignment done for you from scratch? We have qualified writers to help you. We assure you an A+ quality paper that is free from plagiarism. Order now for an Amazing Discount!
Use Discount Code "Newclient" for a 15% Discount!
NB: We do not resell papers. Upon ordering, we do an original paper exclusively for you.
How can a company measure the ethical leadership within the organization?
/in Uncategorized /by Josephead the article by Yukl, Mahsud, Hassan, & Prussia (2013), as well as Chapter 7 of Gonzalez-Padron (2015). Complete the Checklist: Ethical Leadership Questionnaire, then answer these following questions from the text:
Which behaviors are the most important for you to trust the ethical leadership of a supervisor, manager, or company executive? Are there any descriptors in the list that are difficult to observe?
How does personal experience with a leader (e.g., work assignments, disciplinary actions) skew your assessment of his or her ethical leadership? Cite an example based on personal experience.
PLACE THIS ORDER OR A SIMILAR ORDER WITH BEST NURSING TUTORS TODAY AND GET AN AMAZING DISCOUNT
The post How can a company measure the ethical leadership within the organization? appeared first on BEST NURSING TUTORS .
Do you need a similar assignment done for you from scratch? We have qualified writers to help you. We assure you an A+ quality paper that is free from plagiarism. Order now for an Amazing Discount!
Use Discount Code "Newclient" for a 15% Discount!
NB: We do not resell papers. Upon ordering, we do an original paper exclusively for you.
Assignment 2: DiscussionCompetitive Advantage
/in Uncategorized /by JosephAssignment 2: DiscussionCompetitive Advantage and
Globalization
Competitive advantage implies the creation of a system that has
a unique advantage over competitors. With the advent of
globalization the competition has become stronger and can be
located anywhere in the world. The idea behind competitive
advantage is to create customer value in an efficient and
sustainable way. One approach to address this issue would be the
use of resource-based theories of competitive advantage.
Resources are not simply raw materials but include all the
inputs such as intellectual capital necessary to produce a good
or service. Consider this as you address globalization strategies
for Fortune 500 firms in this assignment. Be mindful of
constraints such as transportation costs and cultural barriers as
you complete this assignment.
Review the article Purchasing supply chain management and
sustained competitive advantage: The relevance of resource-based
theory by J. B. Barney from the readings for this module.
Based on your analysis of this article and other readings for
this module respond to the following:
Explain how resource-based competitive advantage drives
globalization strategies for Fortune 500 firms. Why are application
of project management principles critical to effective business
operations? Barney J. B. (2012). Purchasing supply chain
management and sustained competitive advantage: The relevance of
resource-based theory. Journal of Supply Chain Management48(2)
3-6. Retrieved from Proquest database. Write your initial response
in 300500 words. Your response should be thorough and address all
components of the discussion question in detail include citations
of all sources where needed according to the APA Style and
demonstrate accurate spelling grammar and punctuation
_______________________________________________________________________________________________________________________
Assignment 2: DiscussionMungers Mental Models
In his article A Lesson on Elementary Worldly Wisdom as it
Relates to Investment Management & Business Charles Munger
(1995) wrote about tools techniques and critical skills that
great managers need to develop.
Consider Mungers thoughts on the importance of mental models.
Respond to the following:
In your own words describe what Munger means by mental models.
Examine how Mungers concept of mental models has changed your
ideas of decision making in investment management and business.
Describe at least one example from your own experience where your
perspective or experience provided a mode of thought that brought
new light to a discussion or a tough decision. Explain how this
experience has affected your decision-making process. Munger C. T.
(1995). A lesson on elementary worldly wisdom as it relates to
investment management & business. Outstanding Investor Digest
1 4963.
Write your initial response in 300500 words. Your response
should be thorough and address all components of the discussion
question in detail include citations of all sources where needed
according to the APA Style and demonstrate accurate spelling
grammar and punctuation
_________________________________________________________________________________________________________________
Assignment 1: DiscussionOutsourcing: A Strategic Advantage?
Outsourcing may provide tremendous advantages for firms. It may
allow companies to specialize reduce costs and focus narrowly on
the core competencies they deem strategic; however companies also
have to think about what they may lose both qualitatively and
quantitatively. For example when outsourcing managers need to be
certain that what they source from outside is not a key component
of their value proposition.
A way to reduce those risks is to use an approach called
vertical integration. The meaning of vertical integration is
developing the ability to produce goods or services previously
purchased or to actually buy a supplier or a distributor. It can
take two forms: backward and forward. These forms relate to how the
corporation moves in its supply chain to pursue the vertical
integration. If the movement is towards the suppliers it is called
backward integration. Conversely it is known as forward
integration.
Using the module readings Argosy University online library
resources and the Internet research outsourcing. Based on your
research respond to the following:
What are the risks and benefits of the outsourcing approach?
What are the strategic advantages of outsourcing to vertically
integrated firms? Write your initial response in 300500 words.
Your response should be thorough and address all components of the
discussion question in detail include citations of all sources
where needed according to the APA Style and demonstrate accurate
spelling grammar and punct
__________________________________________________________________________________________________-
Assignment 1: DiscussionGeneral Electric
Sustained profits come from building a competitive advantage.
This advantage can be accomplished not only through good financial
return on a specific process but also through the correct capacity
decisions that must be integrated into the organizations mission
and strategy.
Jack Welch former CEO of General Electric (GE) understood this
better than anyone else. Although GE was a profitable and respected
company when Welch took over its financial results during the1970s
were troubling to both its investors and senior management. Welch
immediately made changes to the companys structure and management
practices. From the beginning he stressed the importance of being
one of the top players in the industry. He told his colleagues that
GE should always be number one or number two in all its businesses;
if it was not then their only options would be to fix sell or
shut down.
Because of this strategic direction GE today usually dominates
the markets in which it participates; and if it does not then it
divests. A major part of GEs strategy is to be the first or second
in every market. As you review the module readings for this week
consider the complexity of GEs products and its emphasis on
vertical integration and capacity planning.
GEs Profile
The General Electric Company or GE is a diversified company
that offers infostructure media and finance products and services.
The company was originally founded by electrical innovator Thomas
Edison. It is also listed as one of the most admired companies
ranking as number one in electronics and 16th overall according to
Fortune Magazine. For the company’s innovation focus it was ranked
as one of the world’s most innovative companies by Business
Week.
GEs Reach
The General Electric Company is organized into 5 divisions
including NBC Universal Technology Infrastructure Consumer
& Industrial Energy Infrastructure and Capital Finance.
The company functions in over 100 countries and has over 300000
employees. For 2009 the company achieved $11.2 billion in earnings
and an industrial cash flow of $16.6 billion. Effective January 1
2011 it reorganized the Technology Infrastructure segment into
three segments: Aviation Healthcare and Transportation.
Services
Chemicals Petrochemicals and Fertilizers Food & Beverage
Government & Public Administration Metals and Metals
Fabrication Mining (Coal Minerals Metals) Oil & Gas Upstream
Power Generation
GE. (2013). The History of General Electric. Retrieved from
http://www.ge.com/about-us/history/1878-1904.
GE. (2013). GE fact sheet. Retrieved from http://www.ge.com/pdf/news/GE-Fact-Sheet.pdf
Using the information above the module readings Argosy
University online library resources and the Internet respond to
the following:
How does GEs framework give it the opportunity to be at the
forefront of the markets in which it participates? Examine your own
firm or a firm you would like to work for in the light of GEs
framework and respond to the following: Does this firm have the
means to execute like GE? Which type of resources would the firm
require? How could GEs lessons be applied to this firm? Write your
initial response in 300500 words. Your response should be thorough
and address all components of the discussion question in detail
include citations of all sources where needed according to the
APA Style and demonstrate accurate spelling grammar and
punctuation
Do the following when responding to your peers:
Read your peers answers. Provide substantive comments by
contributing new relevant information from course readings Web
sites or other sources; building on the remarks or questions of
others; or sharing practical examples of key concepts from your
professional or personal experiences Respond to feedback on your
posting and provide feedback to other students on their ideas. Make
sure your writing is clear concise and organized; demonstrates
ethical scholarship in accurate representation and attribution of
sources; and displays accurate spelling grammar and
punctuation.
PLACE THIS ORDER OR A SIMILAR ORDER WITH BEST NURSING TUTORS TODAY AND GET AN AMAZING DISCOUNT
The post Assignment 2: DiscussionCompetitive Advantage appeared first on BEST NURSING TUTORS .
Do you need a similar assignment done for you from scratch? We have qualified writers to help you. We assure you an A+ quality paper that is free from plagiarism. Order now for an Amazing Discount!
Use Discount Code "Newclient" for a 15% Discount!
NB: We do not resell papers. Upon ordering, we do an original paper exclusively for you.
What was wrong with the progression from a few primates to widespread use in humans?
/in Uncategorized /by JosephThe prefrontal lobotomy was widely used in the 1940’s and 1950’s. It was based on observations of one chimpanzee, whose behavior changed after receiving bilateral lesions to her prefrontal lobe. Largely on this evidence, doctors performed prefrontal lobotomies on human patients who suffered from psychiatric disorders to calm them down. There were side effects and this therapy often did not provide the expected benefits for the patients. For this assignment I would like you to address the following two questions:What was wrong with the progression from a few primates to widespread use in humans? What questions should have been asked before the technique was used in people?Paper must be 2-3 pages in length, double-spaced and written in APA format.
PLACE THIS ORDER OR A SIMILAR ORDER WITH BEST NURSING TUTORS TODAY AND GET AN AMAZING DISCOUNT
The post What was wrong with the progression from a few primates to widespread use in humans? appeared first on BEST NURSING TUTORS .
Do you need a similar assignment done for you from scratch? We have qualified writers to help you. We assure you an A+ quality paper that is free from plagiarism. Order now for an Amazing Discount!
Use Discount Code "Newclient" for a 15% Discount!
NB: We do not resell papers. Upon ordering, we do an original paper exclusively for you.
SLPFirst, identify an organization in which you
/in Uncategorized /by JosephSLPFirst, identify an organization in which you have access to at least some information concerning financial data, staffing and human resource systems, marketing and customer relations, information systems, and operations. While most material on the Balanced Scorecard is written from the private, for-profit point of view, its perfectly possible to use this approach with public or non-profit organizations as well.For the second part of this assignment, consider the organization’s mission and strategy from the perspective of its financial operations (from your work on the Case, your previous coursework, and your background reading, you should be reasonably clear what such operations are). In this section of the assignment youll begin to identify objectives and measures relevant to that perspective. If youre unclear on just what objectives and measures are, here is a presentation that describes what they are and how to write them:Objectives, Measures, Targets & Action Plans. 23 pages:The name of your organizationWhat this organization doesits mission, vision, and overall strategyThe access you have to information about this organization. Remember, youll need information about its financial performance, marketing, internal operations, strategy, and management systems.Once youre reasonably clear on whats involved, think about your organization and its finances, and then:Identify at least three objectives forimproving the organization’s financial positionand show how they relate to the mission, vision, and strategy of the organization.For each objective, develop at least one meaningful performance measure (metric).For each objective, identify at least one expected level of performance (target).For each objective, identify at least one new action or program that needs to be developed to ensure successful implementation of the organization’s strategy (initiative).Heres a table that you may wish to copy and fill in:ObjectiveMeasureTargetAction
PLACE THIS ORDER OR A SIMILAR ORDER WITH BEST NURSING TUTORS TODAY AND GET AN AMAZING DISCOUNT
The post SLPFirst, identify an organization in which you appeared first on BEST NURSING TUTORS .
Do you need a similar assignment done for you from scratch? We have qualified writers to help you. We assure you an A+ quality paper that is free from plagiarism. Order now for an Amazing Discount!
Use Discount Code "Newclient" for a 15% Discount!
NB: We do not resell papers. Upon ordering, we do an original paper exclusively for you.
Explain the situation you are about to discuss (e.g. firms experiencing ethical dilemmas)- cite academic sources ii) Give definitions of the most important concepts and introduce theories for managerial ethics(3-4 sentences)
/in Uncategorized /by JosephUse an organisation that is or has been in the news during the past two years (work-related learning) and identify an ethical dilemma faced by that organisation as an example.
• Apply at least two theoretical concepts from managerial ethics to examine this dilemma critically.
• Go on to examine and critically evaluate the relationship between ethics, leadership and decision making.
• In conclusion, reflect critically on how leaders may ensure organisational decisions are made ethically.
• Academic and professional communication skills: You must follow an essay structure that is at a minimum an introduction; a main body that outlines the argument, analyses the material you have researched and assesses this according to the guidelines above; and a conclusion.Your writing style must follow professional literacy: Citations and a final reference list that follows the APA 6 guidelines accurately; the quality of writing and presentation: accurate mechanics (spelling, grammar, punctuation etc.); use respectful language to discuss all people; avoid emotive language; employ inclusive, non-sexist language. Use a minimum of ten (10) citations/references
In short, you will need to demonstrate an understanding and critical analysis of the theories surrounding the topic, as well as evaluating the practical reality in the workplace. Please refer to relevant academic literature and source materials, as well as drawing upon your knowledge of the organisation.
Rationale
This assignment is designed to address Learning Objectives 1 to 5 (see above) by :
• familiarising students with the various theories relating to organisations and organisational planning and control.
• encouraging students to discern the strengths and weaknesses of the wide array of theoretical contributions;
• encouraging students to use empirical evidence to support their arguments.
Marking criteria
Criteria? Standards? LO Mark High Distinction (38.25-45) Distinction (33.75-37.8) Credit(29.25-33.3 ) Pass (22.5- 28.8) Fail (00.0 -22.05)
An organisation that is or has been in the news during the past two years (work-related learning) is used to identify an ethical dilemma an example.
/2 Highly appropriate organisation is Identified that provides an outstanding and critical basis for further examination. Identification of organisation provides a detailed and accurate basis from which to develop further examination. Identification of organisation provides a sufficiently detailed basis for further examination. Identification of organisation is underdeveloped, inhibiting deeper examination. Identification of organisation is inaccurate, inadequate, insufficient, and unclear.
At least two theoretical concepts from managerial ethics are applied to examine this dilemma critically 3 /8 Identifies, explains, applies and critiques major alternative theoretical concepts with depth, detail and clarity. Identifies, applies and critiques major alternative theoretical concepts clearly and accurately. Identifies, explains & applies important alternative theoretical concepts but occasionally lacks clarity or accuracy. Critique is limited. Identifies, explains & applies alternative theoretical concepts but with some limitations, inconsistency and/or inaccuracy. Superficial critique . Limited grasp of alternative theoretical concepts; lacking in critical examination.
Examination and critical evaluation of how ethics, leadership and decision making are related 1
2 /15 Clearly demonstrates a high level ability to synthesise theory and practice using readings and/or alternative perspectives.
Able to interpret the relationship between theory and practice accurately. Offers appropriate and relevant examples to support line of argument. Able to identify the relevant relationships between theory and practice. Offers some evaluation, but occasionally lack consistency. Demonstrates an adequate level of relating theory to practice; and some consideration provided of alternative perspectives.
Descriptive. Reproduces information from lectures and readings. The relationship between theory and practice underdeveloped and is poorly argued.
Conclusions reflect critically on how leaders may ensure organisational decisions are made ethically. 5 /10 Shows deep critical reflection of and engagement with leadership and ethical decision-making.
A strong and reasoned argument is made to support the conclusions. Shows detailed critical reflection of and engagement with leadership and ethical decision-making.
A strong argument is made to support the conclusions. Shows a degree of critical reflection of and engagement with leadership and ethical decision-making. Notes alternative perspectives and provides examples where necessary to support conclusions. Examples of alternative perspectives are provided; reflection is superficial rather than meaningful. Shows a basic level of engagement with leadership and ethical decision-making. Engagement is minimal. Conclusions are reached providing no or little evidence. Shows scant engagement with leadership and ethical decision-making.
Academic and professional communication skills:
Follows an essay structure.
Writing style must follow professional literacy: Citations and a final reference list that follows the APA6 guidelines accurately; the quality of writing and presentation: accurate mechanics (spelling, grammar, punctuation etc.); use respectful language to discuss all people; avoid emotive language; employ inclusive, non-sexist language. Minimum of ten (10) citations/references used.
/10 Structure uses clear and concise topic and linking sentences, and connected paragraphs. Sophisticated level of professional language achieved. Paragraphs succinct with excellent ability with grammar, vocabulary and spelling. Impeccable referencing in APA6. Outstanding presentation.
Structure that uses paragraphs and sentences. Extensive use of topic and linking sentences. Leads the reader through the argument in a clear and logical way. Follows guidelines comprehensively. Professional literacy well demonstrated. Substantial ability with grammar, spelling and vocabulary. Ample relevant, accurate referencing using APA6. Clear structure. Adequate use of sentences and paragraphs. Guidelines followed clearly. Level of professional language used. Paragraphs are succinct. Generally good ability with grammar, and spelling; appropriate vocabulary. Significant but limited referencing. Structure is apparent, fair use of topic and linking sentences and paragraphs. Some of the guidelines followed. Only general level of professional language achieved. Adequate level of control over grammar, fair ability with spelling and vocabulary. Referencing lacks specificity with some inaccuracies. No apparent structure. Poor sentence and paragraph construction. Guidelines not followed. Language not professional, inclusive or respectful. Paragraphs off the point. Inadequate ability with grammar, poor vocabulary and spelling. Insufficient and/or inaccurate referencing.
Total marks:
/45
Comments:
Presentation
Presentation requirements are as follows :
• The Assessment must adopt an essay structure and not that of a management report.
• Writing style must follow professional literacy.
• Citations and a final reference list mist be included that follow the APA6 citation guidelines accurately.
• The quality of writing and presentation: accurate mechanics (spelling, grammar, punctuation etc.); use respectful language to discuss all people; avoid emotive language; employ inclusive, non-sexist language.
• Minimum of ten (10) citations/references used.
Requirements
For this assessment APA referencing format is required.
Answer must be in the following format.
Eassy structure
1. Introduction (200 words approx)
i) Explain the situation you are about to discuss (e.g. firms experiencing ethical dilemmas)- cite academic sources
ii) Give definitions of the most important concepts and introduce theories for managerial ethics(3-4 sentences)
iii) Introduce the company on which you will show how ethical concepts have (or have not) been applied – briefly describe the ethical dilemma – use citation.
iv) State your thesis (which is section 4 of your assignment) i.e. what you understand companies must implement to ensure they make ethical decisions – use cititation
2) Discussion
400 words: discuss the company, and the ethical dilemma and the full impact of the ethical dilemma (use industry citation,)
400 words: discuss one theoretical concept of managerial ethics – then apply it to your company (does it show that your firm has acted ethically or not), Evaluate this from a number of points of views( managerial. Stakeholders etc) – use academic citation.
400 words : Discuss second theoretical concept of managerial ethics( as above.)
400 words: Discuss how behavior guided by managerial ethis leads to a positive climate for stakeholders, referring to ethical decision making ( give a definition) – use academic cititation.
400 words: Apply such positive climate to your company and explain why that was not the case in your firm – refer to leadership etc,
450 words: Evaluate different leadership styles and their consequences (include any leadership styles that held negative impact on your firm) – use academic citations.
500 words: Discuss in detail how firms can create a workable ethical environment in which dilemmas (such as that in your firm ) cannot occur and process of ethical decision making are firmly embedded.
3) Summary: 150 – 200 words
Summarise each section of your discussion and justify your thesis ( this essay has argued that………). Conclude with a repetition of the measures that firms must implement to ensure they practice ethics in an atmosphere of organizational justice.
PLACE THIS ORDER OR A SIMILAR ORDER WITH BEST NURSING TUTORS TODAY AND GET AN AMAZING DISCOUNT
The post Explain the situation you are about to discuss (e.g. firms experiencing ethical dilemmas)- cite academic sources ii) Give definitions of the most important concepts and introduce theories for managerial ethics(3-4 sentences) appeared first on BEST NURSING TUTORS .
Do you need a similar assignment done for you from scratch? We have qualified writers to help you. We assure you an A+ quality paper that is free from plagiarism. Order now for an Amazing Discount!
Use Discount Code "Newclient" for a 15% Discount!
NB: We do not resell papers. Upon ordering, we do an original paper exclusively for you.