How far is too far?
This Forbes article is about whether or not CEOs should be incorporated into a company's advertisements or commercials. According to a study done by Ace Metrix about the level of sucess of companies using CEOs as a "front man" for their brand. This CEO strategy has been around for over 30 years and has shown to be successful for companies such as Papa John's and Sam Adams. Also, the results from the study show that on average the ads featuring CEOs outperform ads that do not have them. This strategy can provide consumers with an authentic feel to the brand and make the product more desirable. However, it does not work for all companies because sometimes CEOs are not as charismatic as others and come off as boring or unsuccessful communicators to the public.
*Do you think using CEOs in adversiting is an effective marketing strategy?
Monday, April 9, 2012
Tuesday, April 3, 2012
Rebranding an already well-known name?
No longer Kraft?
This article brings up the recent discussion and soon-to-be voted on name that Kraft Foods will be changing to, Mondelez. With the spanish and french origins the word's meaning is associated with "world delight" or "delicious world". Kraft is spliting their company up into two-industry leading companies, a North-American grocery company which will keep the Kraft name and a global snacks company that will require a new name (the new proposed corporate name Mondelez International will be the brand on the snack food). The new corporate name will be voted on in May of this year and supposed to be incorporated by the end of 2012. After being under the world renowned brand name of Kraft for decades the company says the only problem they forsee in their rebranding process is people having trouble correcting pronouncing the new name.
*Do you think the company's sales will decrease once they completely rebrand their products?
This article brings up the recent discussion and soon-to-be voted on name that Kraft Foods will be changing to, Mondelez. With the spanish and french origins the word's meaning is associated with "world delight" or "delicious world". Kraft is spliting their company up into two-industry leading companies, a North-American grocery company which will keep the Kraft name and a global snacks company that will require a new name (the new proposed corporate name Mondelez International will be the brand on the snack food). The new corporate name will be voted on in May of this year and supposed to be incorporated by the end of 2012. After being under the world renowned brand name of Kraft for decades the company says the only problem they forsee in their rebranding process is people having trouble correcting pronouncing the new name.
*Do you think the company's sales will decrease once they completely rebrand their products?
Monday, April 2, 2012
In response to Allison's Post...
Question: Would you be spending your money on “luxury” items if the economy was declining? Why do you think people tend to think this way, that’s its okay to waste money on lipstick instead of bills?
Personally, I do not have much extra money left over after paying for my bills (rent, electric, cable/internet, car, cellphone, groceries etc) so the answer for me would be no I would not be spending my money on luxury items. Even if the economy is good and I happen to have more hours at work and extra cash I will not spend my money on luxury things unless it is a special occasion such as someone's birthday or a holiday. I think a lot of people go by their own personal income even if the economy is declining they might have the money to spend on unnecessary things. Also, I know a lot of people that are very high matenience and buy things even if they can't really afford it to keep up with their lavish lifestyle. Another reason could be that people may feel depressed or less happy if the economy is bad so they might go out and spoil themselves on smaller but still expensive items to make themselves feel better or fill that void that economy decline may give some people.
Personally, I do not have much extra money left over after paying for my bills (rent, electric, cable/internet, car, cellphone, groceries etc) so the answer for me would be no I would not be spending my money on luxury items. Even if the economy is good and I happen to have more hours at work and extra cash I will not spend my money on luxury things unless it is a special occasion such as someone's birthday or a holiday. I think a lot of people go by their own personal income even if the economy is declining they might have the money to spend on unnecessary things. Also, I know a lot of people that are very high matenience and buy things even if they can't really afford it to keep up with their lavish lifestyle. Another reason could be that people may feel depressed or less happy if the economy is bad so they might go out and spoil themselves on smaller but still expensive items to make themselves feel better or fill that void that economy decline may give some people.
Wednesday, March 28, 2012
New television channel for preschoolers
Disney channel for preschoolers
This article on Bloomberg Businessweek written by Christopher Palmeri discusses the new preschool focused disney channel that was newly launched on March 23rd. These shows are to be viewed through the Junior Disney channel aimed at 2-7 year olds and requires a specific cable subscription. The advantages of this channel is the characters are the same age as the targeted audience and they are doing good in society such as taking on the role as a doctor. These still are cartoons but more virtual and real-looking than the competing companies' cartoons such as Nickelodeon. Also, this new Disney channel distinquishes from other children networks because they will be almost ad-free, just leaving room for brief disney movie/program promotions and limited sponsorships such as a lysol commerical reminding children to wash their hands. Disney plans to reach about 30 million U.S. households and expects many parents to resonate with the idea of minimal commercial programming for their children.
*Do you think this channel will be as successful as Disney hopes it will be?
This article on Bloomberg Businessweek written by Christopher Palmeri discusses the new preschool focused disney channel that was newly launched on March 23rd. These shows are to be viewed through the Junior Disney channel aimed at 2-7 year olds and requires a specific cable subscription. The advantages of this channel is the characters are the same age as the targeted audience and they are doing good in society such as taking on the role as a doctor. These still are cartoons but more virtual and real-looking than the competing companies' cartoons such as Nickelodeon. Also, this new Disney channel distinquishes from other children networks because they will be almost ad-free, just leaving room for brief disney movie/program promotions and limited sponsorships such as a lysol commerical reminding children to wash their hands. Disney plans to reach about 30 million U.S. households and expects many parents to resonate with the idea of minimal commercial programming for their children.
*Do you think this channel will be as successful as Disney hopes it will be?
Tuesday, March 27, 2012
In response to Maggie's Post...
Question: Do you think our modern uses of advertising/marketing are positive or negative?? Why??
I think some modern uses of advertising and marketing can be positive. However, I believe most of the advertising and marketing in our world today is negative. Whether people realize it or not consumerism is so engrained into each and every one of us in society that material objects in a lot of cases have become a priority in people's daily lives. Yes, I do think there is a lot of focus on children and they are definitely the most vulnerable to these images and mindsets because their mind is absorbing everything around them like a sponge. I think adults today have been exposed to so much adversiting and marketing, thousands of times a day, throughout their whole lives that they are immune to the effect by this point. I think so much emphasis has been put on expensive, name-brand products through advertising and marketing that it is the norm. So when companies put out all different kinds of the same product or service that essentially does the same thing as a hundreds of others, consumers are more apt to buy that product just because of the branded label. I do wonder what life would really be like if consumerism wasn't the media's main focus for so many years leading up to today.
I think some modern uses of advertising and marketing can be positive. However, I believe most of the advertising and marketing in our world today is negative. Whether people realize it or not consumerism is so engrained into each and every one of us in society that material objects in a lot of cases have become a priority in people's daily lives. Yes, I do think there is a lot of focus on children and they are definitely the most vulnerable to these images and mindsets because their mind is absorbing everything around them like a sponge. I think adults today have been exposed to so much adversiting and marketing, thousands of times a day, throughout their whole lives that they are immune to the effect by this point. I think so much emphasis has been put on expensive, name-brand products through advertising and marketing that it is the norm. So when companies put out all different kinds of the same product or service that essentially does the same thing as a hundreds of others, consumers are more apt to buy that product just because of the branded label. I do wonder what life would really be like if consumerism wasn't the media's main focus for so many years leading up to today.
Thursday, March 22, 2012
In response to Todd's Post...
Question: How do you guys feel about advertisers using temporary tattoos? Would you wear one?
I think by sending out temporary tattoos it would get people to look twice at the ad in the magazine wondering what the tattoo is for. Young adults may think it is cool or interesting to put one on for fun with their friends but wouldn't necessarily care what the ad is for. However, I think older adults would look at and be interested in the product but either chuckle or probably give the tattoo to their young children. The main group that is interested in temporary tattoos are young children so I think that if the kids wore them it they would be promoting something way past their age group. In most cases though I feel as if the children would just think they were cool, wear them and no one would really know they are promoting an alcholic beverage. I personally might put one on if my friends and I were just joking around having a good time but not with the intent of promoting the product or for many people to see it.
I think by sending out temporary tattoos it would get people to look twice at the ad in the magazine wondering what the tattoo is for. Young adults may think it is cool or interesting to put one on for fun with their friends but wouldn't necessarily care what the ad is for. However, I think older adults would look at and be interested in the product but either chuckle or probably give the tattoo to their young children. The main group that is interested in temporary tattoos are young children so I think that if the kids wore them it they would be promoting something way past their age group. In most cases though I feel as if the children would just think they were cool, wear them and no one would really know they are promoting an alcholic beverage. I personally might put one on if my friends and I were just joking around having a good time but not with the intent of promoting the product or for many people to see it.
Monday, March 19, 2012
Game-based marketing
http://www.huffingtonpost.com/marc-stoiber/consumers-will-save-the-w_b_1365050.html
This article explains the concept of AIR MILES For Social Change which is a Canadian company that aims to get consumers to buy more green products. The advocates for this company discuss the green intiative and how most advertising doesn't make a significant change in consumers' buying habits. However, swiping the AIR MILES card for most any purchase helps buyers accumulate points which lead to rewards/prizes. This led to another company called Green Rewards which has the same concept except consumers get green intiative rewards when they make sustainable choices. The owner of Green Rewards believes this approach to help consumers become more green has been more effective than past expensive ad campaigns. He also thinks by putting the mainstream idea of green behavior/thoughful consuption into consumers heads this will make more people want to buy sustainable products which in turn collects profit to produce more green products.
*Is this an effective way to get consumers to buy into a more green lifestyle or will the recovering economy cause buyers to continute to consume the cheapest products they can find without thinking about sustainability?
This article explains the concept of AIR MILES For Social Change which is a Canadian company that aims to get consumers to buy more green products. The advocates for this company discuss the green intiative and how most advertising doesn't make a significant change in consumers' buying habits. However, swiping the AIR MILES card for most any purchase helps buyers accumulate points which lead to rewards/prizes. This led to another company called Green Rewards which has the same concept except consumers get green intiative rewards when they make sustainable choices. The owner of Green Rewards believes this approach to help consumers become more green has been more effective than past expensive ad campaigns. He also thinks by putting the mainstream idea of green behavior/thoughful consuption into consumers heads this will make more people want to buy sustainable products which in turn collects profit to produce more green products.
*Is this an effective way to get consumers to buy into a more green lifestyle or will the recovering economy cause buyers to continute to consume the cheapest products they can find without thinking about sustainability?
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