Assign.2 PLEASE READ BLACK PRINTCAREFULLY AND ANSWER QUESTIONS INBLUEH.Examine the Web sites of three (3) of the ad agencies listedbelow. (You might want to lookatall of them for comparison.)
Forbes identified these as the ten great ad agencies.What differences in offerings do you observe? Tell me whichagencies you examined and thentellme, if you were looking for an ad agency, which would you choose? Why would youchoose 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.com
TV Ratings: What DoThey Mean?
You probably have seen or heard about the Nielsen ratings and howa TV show was dropped after a single season because of “poorratings.” What does that mean? As you probably know, it does not refer tohow a mysterious panel of people “rated” a show, but rather refers toa count of the number of people watching a show. The company that does this“counting” of people watching various TV shows is calledNielsenMedia Research .nielsen.com/us/en.html”>http://www.nielsen.com/us/en.htmlHow the company actually measures the audience of any TV show is astory in itself. Start visiting the Nielsen Media web site by clicking onABOUT at the top of this home page. Asyou click on other topics at the top of the page, you can learn all that NeilsonMedia Research does.
The research for which Nielson is most famous is the TV ratingssystem. With the growth in advertisingby social media, Nielson has entered that research market as well, butregardless of the media, the basic research is the same. Readthe 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 ratingsconcept. A TV Rating simply refers to apercentage 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% ofall the TV households in the U.S. watched that show. Another important conceptis Share. The “Share” of a program refers to the percentage ofhouseholds watching TV that are tuned to a show. So, a program with a share of10 implies that of the people watching TV at the time, 10% were tuned to thatprogram.
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 atarticles that tell the results of Nielsons research of consumer preferences inTV, social media, music, and more. Thesearticles alone are a course in consumer behavior.
a. When you read the article, What TV RatingsReally Mean, you read about sampling.Explain to me what sampling is and why ratings are so important topeople in the field of advertising and promotion.
c. What are the “Sweeps” periods andwhy do networks introduce their new shows then?
I had you do all of this reading on Nielson to highlight twoaspects of consumer behavior research. First, and quite obviously, itintroduced you to the terms “ratings” and “share.” Theseare widely used terms that you may never have heard of, and very likely neverfully understood. Second, it introduces the concept of sampling. While you maybe familiar with the fact that the Nielsen ratings provide an estimate of theviewing audience for a show, you might have never given thought to the factthat these estimates are based on surprisingly small samples. I ask you to doall this reading to initiate thinking on the accuracy of sample-based estimatesand how surprisingly accurate information can be based on surprisingly smallsamples.
6. Often brands arenamed 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 andwrite a brand identity statement to communicate your brandto people. What characteristics distinguishthem from other families? What characteristics of yourfamily make each member recognizable as amember of the brand?
7. What are reference groups? Why is it important for marketers to identifythe reference group to which the their market target belongs?
8. I am sure you are familiar with the AFLACDuck. The Duck is the mascot for AFLACInsurance Company and the main protagonist of the companys commercials. AFLACs chief executive, Daniel Amos creditsthe duck with AFLACs branding success.In the 1990s just one in ten people in the U.S. were familiar with thecompany. All that changed in 2000 whenAFLAC 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 brandingis in a crowded market like insurance where many companies offer similarproducts.
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 thetragic earthquake and tsunami in Japan in 2011. You might not know that AFLACis the largest life insurer in Japan in terms of individual insurance policiesin force, and insures one out of every four Japanese households.
Amosdealt with the threat to AFLACs brand decisively. Within 15 minutes of hearing aboutGottfrieds jokes, there was a news release that Gottfried was fired, and Amospulled all the commercials in the U.S. that had the duck with Gottfriedsvoice. The quick action by Amos actuallygenerated good publicity for the company, and both the brand and the duck livedon to quack again. More than 11,000people applied for the job to become the ducks new voice.
Charactersin ads are like products, in that they have a life cycle. In 2013, when the duck began to show signs ofpossible decline in viewer interest, AFLACs advertisers decided to go with aplot 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 IconicBird Gets Hurt, and Goes Silent.
a.Some viewers dont like theAFLAC ads. Can an ad still accomplish its intended purposes if people find itannoying? 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 namerecognition?
b. The AFLAC campaign with the duck is more thanseven years old. In your opinion, will the campaign stay effective for theforeseeable future?
c. What makes AFLAC ads so effective? Is itsomething more than their entertainment value? If so, what else contributes totheir success?
7.Visit the following Websites and describe the brand personality of each of thebrands:
Pillsbury: .pillsbury.com/Default.asp”>http://www.pillsbury.com/Default.aspMaytag: .maytag.com/”>www.maytag.com
9.One well-known businessman, Bill Marriott, the founder of the Marriotthotel empire, is working at the cutting edge of Internet advertising. Last year he began a personal blog tocommunicate 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 futureadvertising using the Internet.( Answershould be In 2 paragraphs long )
10. Values and LifestyleSystem (VALS II), an instrument to help predict consumer behavior.
In the United States, it is important that we see ourselves asindividuals. Yet each of us also has interests, attitudes, or needs that aresimilar to those of other people. TheVALS IIsystem measures those attitudes and interests that many people in the U.S.adult population share and predicts each group’s typical choices in productsand services. Created by, SRI (Gallup Inc.)this instrument presents you with information about how a particular VALS grouptypically behaves.
In the study of advertising, we learn about psychographic andlifestyle segmentation as an approach to target marketing that goes beyonddemographic segmentation. Many of today’s successful companies are using Valuesand Lifestyle System (VALS II) as a key to understandingtheir target markets more fully.
Heres an example of one company’s failure to recognize the valueof lifestyle segmentation in their advertising campaign. Some time ago, anadvertising campaign was developed to increase the sales of the soft drinkDr.Pepper. Research showed that the advertising campaignwas very successful in generating very high recall and most people had apositive feeling about the television ads. However, the sales of Dr. Pepperdramatically decreased. Can you think of some reasons why this might occur?
In this case, the company failed to understand the psychographicprofile of theDr. Pepper consumer whendeveloping the advertising strategy and campaign. The advertising company haddeveloped a campaign that appealed to people with traditional values. They fitthe VALS II profile of ‘believers”. Thepeople that actually drank Dr. Pepper viewed themselves very differently. Theythought of themselves as being different, innovative and they wanted excitementin their lives. They fit theVALS II profile of “experiences”. Therefore, when theysaw the advertisements that showed people with traditional values (believer’s)drinking Dr. Pepper they stopped buying it and the sales of Dr. Pepper droppeddramatically.
The company pulled the television advertisements and recreated thecomplete campaign based on theVALS II segmentation scheme. Thenew campaign was created with a very different appeal, positioning the productas exciting and unusual product. The new advertisements contained visuals andcopy that had appeal to “experiencer’s”, the people most likely todrink 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. Towhich VALS category do you belong?
2. Do you agree with the category that the VALSsurvey has given you (explain why or why not)?
3. How can VALS II be applied to marketingresearch projects? Be specific in your answer.Explore the site to give you insight into the answer.
4.Critical ThinkingExerciseassign 1Look up each of the followingorganizations on the Internet. For each company, (1) discuss how effectivetheir Web site is in communicating an overall message. Also, (2) discuss howwell they integrated the material on the Web site. (3) How well are they doing at integratingtheir advertising and other marketing communications with their Web site? BE SURE TO RESPOND TO ALL THREE QUESTIONS FOREACH OF THE FOUR WEB SITES.
a. Applebee’s Restaurant .applebees.com/”>http://www.applebees.com
(1)Discusshow 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 theydoing at integrating their advertising and other marketing communications withtheir Web site?
b. Nike .nike.com/main.html”>http://www.nike.com/main.html
(1)Discusshow effective their Web site is in communicating an overall message.
(2) Discuss how well they integratedthe material on the Web site
(3) How well are they doing at integrating their advertising and othermarketing communications with their Web site?
c.Revlon .com/”>http://revlon.com
(1)Discusshow 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 theydoing at integrating their advertising and other marketing communications withtheir Web site?
d. Toyota .jbhunt.com/index.html”>.toyota.com/”>http://www.toyota.com
(1)Discusshow 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 theydoing at integrating their advertising and other marketing communications withtheir Web site?
5.Critics charge that advertising seeks to manipulate its audience, whereasadvertisings supporters claim that it merely seeks to persuade. Whichinterpretation do you agree with? Why?
ASIGN 1.13. Read this article and then answer, inwriting, the two questions at the end of the article:
Harrah’s New Code toRestrict MarketingThe Wall Street Journal
Harrah’s, the Las Vegas casino operator, is following the lead oftobacco companies and Hollywood Studios by banning advertising that appeals tochildren. Harrah’s new code is the most conservative in the industry. Thegaming giant promises, “not to advertise in college newspapers, in comicsections of newspapers, on toys, on children’s clothing, or within 500 feet ofschools.” Harrah’s advertising messages will not link gambling with a‘rite-of-passage’ or that ‘irresponsible gambling is amusing’. Further, thecasino will not participate in paycheck promotions, such as “Double yourPaycheck!” 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 theygamble. Harrah’s defined target market clearly avoids age groups where thedifference is marginally above the suggested age limit of 21. By targetingindividuals that spend less than $2,000 per year gambling they also are nottrying to attract compulsive gamblers.
ThoughHarrah’s has instituted this new conservative policytowards advertising, it is not purely internally motivated.TheAmerican Gaming Associationannounced standards as a Code of Conduct for itsmembers.
Though less conservative, clearly they are signaling members totake action. There is also increasing pressure from anti-casino activists andcitizens’ groups against casino operators who engage in advertising that isaimed at kids or that encourages risky gambling behaviors. Contrary totightening restrictions on gambling, the U.S. Supreme Court removed somefederal restrictions on gambling last year. Harrah’s is hoping to set thestandard that other casino operators will follow.
As with any adult oriented product or activity, there will beincreased scrutiny by individuals, society, and the government. In recentyears, the gaming industry has experienced increased growth to regionspreviously limited from their reach. Many states have allowed limited operationof casinos, primarily on boats, where it was previously prohibited. This hasallowed casinos to reach more people with more frequency. Society has benefitedas it has brought new jobs to communities and has increased state and localrevenues, which has improved the economy and social services in many areas.
Critics of legalized gambling argue that casinos often prey on thenave and poor. Gambling can become addictive which can lead to a demise offamily values, an increase in social burdens, and a general break down ofsocial values. Individuals most in need of money may risk all their paycheck inthe hopes of a big pay off. The odds of winning are against the gambler. Theloser may attempt to extend their credit in an effort to win back what they hadto begin with. When the loss is more than a gambler can afford, they become aburden for those around them and for society.
SOURCE:Binkley, Christina. “Harrah’sNew Code to Restrict Marketing”, The Wall Street Journal, October 19,2000, p. B16.————————————————————————
QUESTIONS:
a. As long as gambling is legal, why shouldcasinos pay attention to the anti-casino activists whowant to impose limits on where and whatthey place in their advertising message?
b. What advantage does Harrah’s have over othercasinos by following the most conservativeadvertising standards?
14. Read the article below, Divine Intervention: ‘God’ Gets a Hip Voice in Campaign’sSecondComing, fromADWEEK,March 13, 2000. After reading the article, go to.youtube.com/watch?v=thDyi6sw8zE”>https://www.youtube.com/watch?v=thDyi6sw8zEto see some of the billboards that were seenon the sides of highways all over the country..Then answer, in writing, the fivequestions 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 (orindividual) advertising wanted to remain anonymous. However, this is the casewith the ‘God Speaks’ campaign. An agency known asSmithAgency.com produced the original spots for a client that has swornthem to secrecy. You may have seen some of these ads: most of them werebillboards that were completely black, with stark white type. Here are a fewexamples of the first campaign:
* Let’smeet at my house Sunday before the game. -God* Whatpart of “Thou Shalt Not” didn’t you understand? -God
This approach is aimed toward adults, and it worked. The creativeconcept did, anyhow. The campaign won numerous awards for its intelligent andstraightforward approach. Also, it did not focus in on Christians only; theidea was to make the campaign as general and encompassing as possible.
The second wave of this campaign is directly targeted at theyounger 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* ParentsSplit? I’ll Keep You Together. -God
Instead of stark white lettering on the billboards, there is abright, 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 tokids in their own lingo. Some adults are offended, but the concept has alreadyhit home with the target audience-kids. Mission accomplished. Look for Godcoming to your town on a billboard soon.
THINKING ABOUT THE FUTURE!
As religion becomes something that the younger generations haveshied away from, a trendy campaign may do the trick in getting more adolescentsto 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 evensee more clients of advertising agencies who wish to remain anonymous, in anattempt to create a focus on what is being advertised.————————————————————————SOURCE:Siebert, T.W. “DivineIntervention: ‘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 havetrying to convey its message through TVcommercials. Hint: It has to do with the purchase of the airtime.
c. What kind of trend might this campaign startin the advertising community?
d. Is it ethical for advertisers not to identifythe sponsor as exemplified in this ad campaign?
e. Choose a product/service/individual thatcould 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 showthis product/service/individual in a different light.
15. Reflect on yourown habits and purchases. Then write a couple of paragraphs about your habits andpurchases in terms of how advertising influenced the development of the habitor the purchase decision. Did advertising lead them or did it follow a trendyou had already adopted?
16. Read this true case and answer, in writing, the questions at the end ofthe case.
Ethics Exercise
After Swedish copywriter Michael Malmborg wrote his veryfirst commercial, he didnt suffer the creatives chronic anxiety about whetheror not his work was going to get noticed.The first night Malmborgs commercial ran on Swedens TV3, it createdwhat the Swedish call a folkstorm. TheTV station was flooded with calls from viewers, most of them outraged, some intears. By the time the news media pickedup the story, Malmborg had, more thanonce, heard himself called a murderer.The source of the stir indeedappeared 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 oureyes. The TV spot, opening with a stark,white-on-black written question Are you taking overdoses? starts ourinnocently enough as a man prepares to do his laundry.As a voice-over explains how 10,000tons of excess washing powder pollute Swedish waters, the man takes a heapingcup 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 andseems to stare into the camera in horror as it gasps for air. Its demise dramatized by sound effects, thefish gives a final shudder and sinks to the bottom of the cloudy bowl with athud. Then, ending with a flourish toshow the potential polluter how his habits might come back to haunt him, theman in the commercial picks the fish out of the tainted bowl and throws it intoa sizzling frying pan. Its all goingto end up on your plate, concludes the announcer.Of course, there was no way for theTV viewers to know that the fish in question (four altogether) were killedrelatively humanely during this shoot.Since detergent truly would have caused a slow, tortured death, marinebiologists recommended shots of phenobarbital.Outraged reactions from mothers such as, How can you do this? causedTV3 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 toget the spot produced, got an unpleasant surprise when it sent out an updatedreel that included the Goldfish spot to foreign clients. One Danish agency objected so strongly thatit said it would never again hire the production house.Yet the commercials most rewardingramifications were manifested when Michael Malmborgs neighbors came up to himoutside his home in a Stockholm suburb and told him that they thought of thatgoldfish every time they stood over their washing machines measuring out powderand resisting the urge to overdo it.This was just the type of reactionMalmborg had dreamed of when this project began.
QUESTIONS :1. Do you find this commercialobjectionable? Why or why not?
2. If a similar ad were produced in the UnitedStates, should it be allowed to run during prime-time viewing hours? Why or why not?
3. When the purpose of an advertisement is tocreate a better society for everyone, does the endjustify the means? Why or why not?
Assign.2 PLEASE READ BLACK PRINTCAREFULLY AND ANSWER QUESTIONS INBLUEH.Examine the Web sites of three (3) of the ad agencies listedbelow. (You might want to look atall of them for comparison.) Forbes identified these as the ten great ad agencies.What differences in offerings do you observe? Tell me whichagencies you examined and then tellme, 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 DoThey Mean?You probably have seen or heard about the Nielsen ratings and howa TV show was dropped after a single season because of “poorratings.” What does that mean? As you probably know, it does not refer tohow a mysterious panel of people “rated” a show, but rather refers toa count of the number of people watching a show. The company that does this“counting” of people watching various TV shows is calledNielsenMedia Research .nielsen.com/us/en.html”>http://www.nielsen.com/us/en.htmlHow the company actually measures the audience of any TV show is astory in itself. Start visiting the Nielsen Media web site by clicking onABOUT at the top of this home page. Asyou click on other topics at the top of the page, you can learn all that NeilsonMedia Research does.The research for which Nielson is most famous is the TV ratingssystem. With the growth in advertisingby social media, Nielson has entered that research market as well, butregardless of the media, the basic research is the same. Readthe 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 ratingsconcept. A TV Rating simply refers to apercentage 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% ofall the TV households in the U.S. watched that show. Another important conceptis Share. The “Share” of a program refers to the percentage ofhouseholds watching TV that are tuned to a show. So, a program with a share of10 implies that of the people watching TV at the time, 10% were tuned to thatprogram. 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 atarticles that tell the results of Nielsons research of consumer preferences inTV, social media, music, and more. Thesearticles alone are a course in consumer behavior.a. When you read the article, What TV RatingsReally Mean, you read about sampling.Explain to me what sampling is and why ratings are so important topeople in the field of advertising and promotion. c. What are the “Sweeps” periods andwhy do networks introduce their new shows then?I had you do all of this reading on Nielson to highlight twoaspects of consumer behavior research. First, and quite obviously, itintroduced you to the terms “ratings” and “share.” Theseare widely used terms that you may never have heard of, and very likely neverfully understood. Second, it introduces the concept of sampling. While you maybe familiar with the fact that the Nielsen ratings provide an estimate of theviewing audience for a show, you might have never given thought to the factthat these estimates are based on surprisingly small samples. I ask you to doall this reading to initiate thinking on the accuracy of sample-based estimatesand how surprisingly accurate information can be based on surprisingly smallsamples.6. Often brands arenamed 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 andwrite a brand identity statement to communicate your brand to people. What characteristics distinguishthem from other families? What characteristics of your family make each member recognizable as amember of the brand? 7. What are reference groups? Why is it important for marketers to identifythe reference group to which the their market target belongs?8. I am sure you are familiar with the AFLACDuck. The Duck is the mascot for AFLACInsurance Company and the main protagonist of the companys commercials. AFLACs chief executive, Daniel Amos creditsthe duck with AFLACs branding success.In the 1990s just one in ten people in the U.S. were familiar with thecompany. All that changed in 2000 whenAFLAC 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 brandingis in a crowded market like insurance where many companies offer similarproducts.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 thetragic earthquake and tsunami in Japan in 2011. You might not know that AFLACis the largest life insurer in Japan in terms of individual insurance policiesin force, and insures one out of every four Japanese households. Amosdealt with the threat to AFLACs brand decisively. Within 15 minutes of hearing aboutGottfrieds jokes, there was a news release that Gottfried was fired, and Amospulled all the commercials in the U.S. that had the duck with Gottfriedsvoice. The quick action by Amos actuallygenerated good publicity for the company, and both the brand and the duck livedon to quack again. More than 11,000people applied for the job to become the ducks new voice.Charactersin ads are like products, in that they have a life cycle. In 2013, when the duck began to show signs ofpossible decline in viewer interest, AFLACs advertisers decided to go with aplot 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 IconicBird Gets Hurt, and Goes Silent. a.Some viewers dont like theAFLAC ads. Can an ad still accomplish its intended purposes if people find itannoying? 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 namerecognition? b. The AFLAC campaign with the duck is more thanseven years old. In your opinion, will the campaign stay effective for theforeseeable future? c. What makes AFLAC ads so effective? Is itsomething more than their entertainment value? If so, what else contributes totheir success?7.Visit the following Websites and describe the brand personality of each of thebrands: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 Marriotthotel empire, is working at the cutting edge of Internet advertising. Last year he began a personal blog tocommunicate 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 futureadvertising using the Internet.( Answershould be In 2 paragraphs long )10. Values and LifestyleSystem (VALS II), an instrument to help predict consumer behavior.In the United States, it is important that we see ourselves asindividuals. Yet each of us also has interests, attitudes, or needs that aresimilar to those of other people. TheVALS IIsystem measures those attitudes and interests that many people in the U.S.adult population share and predicts each group’s typical choices in productsand services. Created by, SRI (Gallup Inc.)this instrument presents you with information about how a particular VALS grouptypically behaves. In the study of advertising, we learn about psychographic andlifestyle segmentation as an approach to target marketing that goes beyonddemographic segmentation. Many of today’s successful companies are using Valuesand Lifestyle System (VALS II) as a key to understandingtheir target markets more fully. Heres an example of one company’s failure to recognize the valueof lifestyle segmentation in their advertising campaign. Some time ago, anadvertising campaign was developed to increase the sales of the soft drinkDr.Pepper. Research showed that the advertising campaignwas very successful in generating very high recall and most people had apositive feeling about the television ads. However, the sales of Dr. Pepperdramatically decreased. Can you think of some reasons why this might occur?In this case, the company failed to understand the psychographicprofile of theDr. Pepper consumer whendeveloping the advertising strategy and campaign. The advertising company haddeveloped a campaign that appealed to people with traditional values. They fitthe VALS II profile of ‘believers”. Thepeople that actually drank Dr. Pepper viewed themselves very differently. Theythought of themselves as being different, innovative and they wanted excitementin their lives. They fit the VALS II profile of “experiences”. Therefore, when theysaw the advertisements that showed people with traditional values (believer’s)drinking Dr. Pepper they stopped buying it and the sales of Dr. Pepper droppeddramatically.The company pulled the television advertisements and recreated thecomplete campaign based on theVALS II segmentation scheme. Thenew campaign was created with a very different appeal, positioning the productas exciting and unusual product. The new advertisements contained visuals andcopy that had appeal to “experiencer’s”, the people most likely todrink 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. Towhich VALS category do you belong? 2. Do you agree with the category that the VALSsurvey has given you (explain why or why not)?3. How can VALS II be applied to marketingresearch projects? Be specific in your answer.Explore the site to give you insight into the answer.4.Critical ThinkingExerciseassign 1Look up each of the followingorganizations on the Internet. For each company, (1) discuss how effectivetheir Web site is in communicating an overall message. Also, (2) discuss howwell they integrated the material on the Web site. (3) How well are they doing at integratingtheir advertising and other marketing communications with their Web site? BE SURE TO RESPOND TO ALL THREE QUESTIONS FOREACH OF THE FOUR WEB SITES.a. Applebee’s Restaurant .applebees.com/”>http://www.applebees.com (1)Discusshow 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 theydoing at integrating their advertising and other marketing communications withtheir Web site? b. Nike .nike.com/main.html”>http://www.nike.com/main.html(1)Discusshow effective their Web site is in communicating an overall message.(2) Discuss how well they integratedthe material on the Web site(3) How well are they doing at integrating their advertising and othermarketing communications with their Web site?c.Revlon .com/”>http://revlon.com(1)Discusshow 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 theydoing at integrating their advertising and other marketing communications withtheir Web site? d. Toyota .jbhunt.com/index.html”>.toyota.com/”>http://www.toyota.com(1)Discusshow 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 theydoing at integrating their advertising and other marketing communications withtheir Web site? 5.Critics charge that advertising seeks to manipulate its audience, whereasadvertisings supporters claim that it merely seeks to persuade. Whichinterpretation do you agree with? Why?ASIGN 1. 13. Read this article and then answer, inwriting, the two questions at the end of the article: Harrah’s New Code toRestrict MarketingThe Wall Street JournalHarrah’s, the Las Vegas casino operator, is following the lead oftobacco companies and Hollywood Studios by banning advertising that appeals tochildren. Harrah’s new code is the most conservative in the industry. Thegaming giant promises, “not to advertise in college newspapers, in comicsections of newspapers, on toys, on children’s clothing, or within 500 feet ofschools.” Harrah’s advertising messages will not link gambling with a‘rite-of-passage’ or that ‘irresponsible gambling is amusing’. Further, thecasino will not participate in paycheck promotions, such as “Double yourPaycheck!” 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 theygamble. Harrah’s defined target market clearly avoids age groups where thedifference is marginally above the suggested age limit of 21. By targetingindividuals that spend less than $2,000 per year gambling they also are nottrying to attract compulsive gamblers.ThoughHarrah’s has instituted this new conservative policytowards advertising, it is not purely internally motivated.TheAmerican Gaming Associationannounced standards as a Code of Conduct for itsmembers. Though less conservative, clearly they are signaling members totake action. There is also increasing pressure from anti-casino activists andcitizens’ groups against casino operators who engage in advertising that isaimed at kids or that encourages risky gambling behaviors. Contrary totightening restrictions on gambling, the U.S. Supreme Court removed somefederal restrictions on gambling last year. Harrah’s is hoping to set thestandard that other casino operators will follow.As with any adult oriented product or activity, there will beincreased scrutiny by individuals, society, and the government. In recentyears, the gaming industry has experienced increased growth to regionspreviously limited from their reach. Many states have allowed limited operationof casinos, primarily on boats, where it was previously prohibited. This hasallowed casinos to reach more people with more frequency. Society has benefitedas it has brought new jobs to communities and has increased state and localrevenues, which has improved the economy and social services in many areas.Critics of legalized gambling argue that casinos often prey on thenave and poor. Gambling can become addictive which can lead to a demise offamily values, an increase in social burdens, and a general break down ofsocial values. Individuals most in need of money may risk all their paycheck inthe hopes of a big pay off. The odds of winning are against the gambler. Theloser may attempt to extend their credit in an effort to win back what they hadto begin with. When the loss is more than a gambler can afford, they become aburden for those around them and for society.SOURCE:Binkley, Christina. “Harrah’sNew Code to Restrict Marketing”, The Wall Street Journal, October 19,2000, p. B16.————————————————————————QUESTIONS:a. As long as gambling is legal, why shouldcasinos pay attention to the anti-casino activists who want to impose limits on where and whatthey place in their advertising message?b. What advantage does Harrah’s have over othercasinos by following the most conservative advertising standards?14. Read the article below, Divine Intervention: ‘God’ Gets a Hip Voice in Campaign’sSecond 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 seenon the sides of highways all over the country..Then answer, in writing, the fivequestions 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 (orindividual) advertising wanted to remain anonymous. However, this is the casewith the ‘God Speaks’ campaign. An agency known asSmithAgency.com produced the original spots for a client that has swornthem to secrecy. You may have seen some of these ads: most of them werebillboards that were completely black, with stark white type. Here are a fewexamples of the first campaign: * Let’smeet at my house Sunday before the game. -God * Whatpart of “Thou Shalt Not” didn’t you understand? -God This approach is aimed toward adults, and it worked. The creativeconcept did, anyhow. The campaign won numerous awards for its intelligent andstraightforward approach. Also, it did not focus in on Christians only; theidea was to make the campaign as general and encompassing as possible. The second wave of this campaign is directly targeted at theyounger 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 * ParentsSplit? I’ll Keep You Together. -God Instead of stark white lettering on the billboards, there is abright, 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 tokids in their own lingo. Some adults are offended, but the concept has alreadyhit home with the target audience-kids. Mission accomplished. Look for Godcoming to your town on a billboard soon. THINKING ABOUT THE FUTURE!As religion becomes something that the younger generations haveshied away from, a trendy campaign may do the trick in getting more adolescentsto 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 evensee more clients of advertising agencies who wish to remain anonymous, in anattempt to create a focus on what is being advertised.————————————————————————SOURCE:Siebert, T.W. “DivineIntervention: ‘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 havetrying to convey its message through TVcommercials. Hint: It has to do with the purchase of the airtime. c. What kind of trend might this campaign startin the advertising community? d. Is it ethical for advertisers not to identifythe sponsor as exemplified in this ad campaign?e. Choose a product/service/individual thatcould 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 showthis product/service/individual in a different light. 15. Reflect on yourown habits and purchases. Then write a couple of paragraphs about your habits andpurchases in terms of how advertising influenced the development of the habitor the purchase decision. Did advertising lead them or did it follow a trendyou had already adopted? 16. Read this true case and answer, in writing, the questions at the end ofthe case.Ethics ExerciseAfter Swedish copywriter Michael Malmborg wrote his veryfirst commercial, he didnt suffer the creatives chronic anxiety about whetheror not his work was going to get noticed.The first night Malmborgs commercial ran on Swedens TV3, it createdwhat the Swedish call a folkstorm. TheTV station was flooded with calls from viewers, most of them outraged, some intears. By the time the news media pickedup the story, Malmborg had, more thanonce, heard himself called a murderer. The source of the stir indeedappeared 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 oureyes. The TV spot, opening with a stark,white-on-black written question Are you taking overdoses? starts ourinnocently enough as a man prepares to do his laundry. As a voice-over explains how 10,000tons of excess washing powder pollute Swedish waters, the man takes a heapingcup 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 andseems to stare into the camera in horror as it gasps for air. Its demise dramatized by sound effects, thefish gives a final shudder and sinks to the bottom of the cloudy bowl with athud. Then, ending with a flourish toshow the potential polluter how his habits might come back to haunt him, theman in the commercial picks the fish out of the tainted bowl and throws it intoa sizzling frying pan. Its all goingto end up on your plate, concludes the announcer. Of course, there was no way for theTV viewers to know that the fish in question (four altogether) were killedrelatively humanely during this shoot.Since detergent truly would have caused a slow, tortured death, marinebiologists recommended shots of phenobarbital.Outraged reactions from mothers such as, How can you do this? causedTV3 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 toget the spot produced, got an unpleasant surprise when it sent out an updatedreel that included the Goldfish spot to foreign clients. One Danish agency objected so strongly thatit said it would never again hire the production house. Yet the commercials most rewardingramifications were manifested when Michael Malmborgs neighbors came up to himoutside his home in a Stockholm suburb and told him that they thought of thatgoldfish every time they stood over their washing machines measuring out powderand resisting the urge to overdo it. This was just the type of reactionMalmborg had dreamed of when this project began.QUESTIONS :1. Do you find this commercialobjectionable? Why or why not?2. If a similar ad were produced in the UnitedStates, should it be allowed to run during prime- time viewing hours? Why or why not?3. When the purpose of an advertisement is tocreate a better society for everyone, does the end justify the means? Why or why not?
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