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?
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