...Does subliminal advertising really work? What is subliminal perception? Subliminal perception occurs whenever stimuli is presented below the threshold, or limen, for awareness. These stimuli are thought to influence thoughts, feelings or actions. Advertising is one of the most important things in our economy. The main objective of advertising is to sell. The main objective of a company is to sell their goods and services. Companies use advertising to promote their services. Advertising is a big business. Companies spend millions of dollars promoting their products. It is an extremely competitive market. Companies are always striving to find new and innovative ways to reach the consumer and retain their loyalty. Subliminal messaging in advertising has always been a controversial topic. This began in the 1950’s when James Vicary, a marketing expert, claimed to influence consumer choices by subliminally flashing a brand name during a movie showing. He claimed that he had increased the sales of Coca-Cola by 57.7% and popcorn by 18.1% by subliminally interjecting the phrases “Drink Coca-Cola” and “Eat Popcorn” into a showing at a movie theatre(Bermeitinger,Golez, Johr, Neuman, Ecker, Doerr, 2009). In the decades following Vicary’s experiment, marketers, filmmakers and politicians tried to follow and achieve the same success of Vicary’s claim of subliminal messaging success(Stroebe &Wolfgang, 2012). Few, if any,...
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...definition for integrated marketing communication came from the American Association of Advertising Agencies (also 4A's) in 1989, defining IMC as "an approach to achieving the objectives of a marketing campaign through a well-coordinated use of different promotional methods that are intended to reinforce each other. "[1] The 4A's definition of IMC recognizes the strategic roles of various communication disciplines (advertising, public relations, sales promotions, etc.) to provide clarity, consistency, and increased impact when combined within a comprehensive communications plan. Basically, it is the application of consistent brand messaging across both traditional and non-traditional marketing channels. The Journal of Integrated Marketing Communication from the Medill School of Journalism at Northwestern University refers to IMC as "a strategic marketing process specifically designed to ensure that all messaging and communication strategies are unified across all channels and are centered around the customer. "[2] IMC is used practically to allow one medium's weakness to be offset by another medium's strength, with elements synergized to support each other and create greater impact.[3] From the Perley Isaac Reed School of Journalism at West Virginia University The American Marketing Association defines Integrated Marketing Communications (IMC) as “a planning process designed to assure that all brand contacts received by a customer or prospect for a product, service, or organization...
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...definition for integrated marketing communication came from the American Association of Advertising Agencies (also 4A's) in 1989, defining IMC as "an approach to achieving the objectives of a marketing campaign through a well-coordinated use of different promotional methods that are intended to reinforce each other. "[1] The 4A's definition of IMC recognizes the strategic roles of various communication disciplines (advertising, public relations, sales promotions, etc.) to provide clarity, consistency, and increased impact when combined within a comprehensive communications plan. Basically, it is the application of consistent brand messaging across both traditional and non-traditional marketing channels. The Journal of Integrated Marketing Communication from the Medill School of Journalism at Northwestern University refers to IMC as "a strategic marketing process specifically designed to ensure that all messaging and communication strategies are unified across all channels and are centered around the customer. "[2] IMC is used practically to allow one medium's weakness to be offset by another medium's strength, with elements synergized to support each other and create greater impact.[3] From the Perley Isaac Reed School of Journalism at West Virginia University The American Marketing Association defines Integrated Marketing Communications (IMC) as “a planning process designed to assure that all brand contacts received by a customer or prospect for a product, service, or organization...
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... demanding a slightly higher than average price point. The market for sports apparel is very fragmented, with more than 25 major competitors. Among these are giants Nike, Adidas, and Reebok. The graph below depicts the market share trend in this space since 2003. Clearly, Under Armour is on the upslope and is trending in the right direction. Under Armour has built their brand around quality and image. Their products are depicted to be rugged, durable, and to survive the wear and tear of “battle”, both on the playing field and during training. Most of the advertising and brand messaging features athletes preparing and practicing for a sport, instilling the feeling among consumers that if I wear this and prepare like that, then I can be an athlete and a “warrior” in my own way. I believe that Under Armour is emerging as an iconic brand. Interestingly enough, their largest competitor, Nike, has heralded the slogan “Just Do It” over its long history. Under Armour has since moved from its original calling “Protect This House”, to a direct answer to Nike’s dare, “I Will”. One aspect of creating a great brand is to have a great story. The Under Armour story is relatable to the public and portrays somewhat of an underdog mentality. Under Armour was founded by Kevin Plank in 1996, who was a walk-on NCAA football player at the University of Maryland. His concept started in his grandmother’s basement, where he was searching for a functional undershirt that would not only absorb sweat...
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...A M o d e l fo r P r e d ic tin g A d v e rtis in g Q u a lity A s a K ey to D riv in g S a le s G ro w th How Television Advertising Quality Affected McDonald’s Sales Growth Over Six Years CHARLES YOUNG Ameritest chuck@ameritest.net The current research used McDonald’s data to explore the relationship between advertising quality and sales growth. Based on a 6.5-year dataset involving more than 180,000 consumer interviews, the researchers found that nearly half of McDonald’s sales ADAM PAGE growth could be explained by variables related to advertising quality. Specifically, the study Ameritest adam@ameritest.net found that factors such as sales momentum, the introduction of calorie content on to quick-service restaurant (QSR, i.e., fast-food) menus, and variables related to key research metrics— and, importantly, the right messaging strategy— can be effective in linking advertising to variation in sales. INTRODUCTION An ongoing challenge to advertising researchers is how to validate predictions about real-world sales performance based on pre-testing metrics. Such validations are important for three reasons: • quantifying the contribution advertising can make to return on investment (ROI), • confirming the general construct of how adver tising "quality" works can be implemented as a quality-control step in the creative process— something once lamented as a "dream that will never come to be" (Metzger, 2013), and • • providing...
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...technologies cell phones are not accomplished only for receiving and talking phone calls, but can also stores important data, takings cameras, stores songs amongst other uses. Moreover, the moderns cell phones are capable of internets access, savings data and files and also it can be used to indulge into business and marketing. (Uses of Cell Phones, 2011) Mobile marketing has basically two definitions due to its evolution from the past. The first one which is relatively a recent one, is meant to describe marketing on or with a mobile device, such as a mobile phone whereas the second describes a more conventional marketing which is marketing in moving fashion, for example, technology road shows, moving billboards, or advertising on vehicles. (Mobile Marketing, 2009) Even if there are various definitions for the concept of mobile marketing, there are actually no commonly accepted definitions for it and hence generally defined as "the use of the mobile medium as a means of marketing communication". (Karjaluoto Heikki and Leppäniemi Matti, 2005) Since the past two decades, mobile marketing has known a drastic evolution in its concept and hence its contributing factors together with future expectations will be discussed in this essay. One of the factors which prompted its evolution is that the use of...
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...Mountain Man has sustained its brand throughout the years as the best tasting beer for the workingman since the 1920s. However, a lot has changed since then; women have entered the workforce and have gained more equal rights; while younger generations are more vocal and engaged. These changes in society although external to MM (Mountain Man) affect its position and competitive advantage. As the market has been analyzed, competitors of MM have engaged in a new relatively new market, Light Beer, which has tapped into the needs of the revolutionized society. Entering into the light beer market for MM would be our recommendation based on the assumptions that market share of MM beer would decrease by 2% per year while there is an increase in market growth of light beers at 4% per year. The potential decrease in the regular beer market size would have a significant effect on revenues over the span of five years. By introducing MM Light beer, the decrease in market size could be offset by the positive trend in the light beer market to ensure steady revenue growth. In addition, a new segment of light beer drinkers including women and a younger demographic would be exposed to the brand. Establishing strong brand awareness around the introduction of a light version of MM brands could create a new generation of loyal customers. Further, the introduction of the light beer marketed to this new target audience would result in an increase in “on-premise sales” such as restaurants and bars...
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...Table of contents Introduction 2 1.0 Pros of establishing a business presence in social media outlets 3 1.1Use company’s existing user base to exquisite new customers 3 1.2 Establish company’s global presence 3 1.3 Cost efficient 3 1.4 Helps to improve the company products and services 4 1.5 Increasing company revenue 5 2.0Cons of establishing a business presence in social media outlets 5 2.1Lack of control over your company’s marketing or advertising messages 5 2.2 Potential infringement issues of copyright or privacy 6 2.3 Difficulty to define and measure the return on investment and conversion rate 6 2.4 The amount of time use to maintain company presence in the social media. 7 2.5 The shortcoming to accurately time ads. 7 3.0 Discuss in what ways could social media possibly help jump-start a small company’s business in a competitive market? 8 4.0Evaluate how would you forecast the future of social media as an opportunity for business? 11 4.1Popularity of new social media feature like video message 11 4.2 Dominant of business to business (B2B) content marketing 12 4.3 New and improved social search 12 References 13 Introduction As stated and illustrate in the case study, an outstanding social media presence assist company in building business’s reputation, establishing trust between company and their customers, and most important to helps company gain profit most likely above average revenue in the speed of light. Businesses and companies...
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...of communication, to differentiate between four types of mobile marketing applications: Strangers, Victims, Groupies, and Patrons. Mobile marketing can also be defined as “the use of the mobile medium as a means of marketing communication”, the “distribution of any kind of promotional or advertising messages to customer through wireless networks”. More specific definition is the following: “using interactive wireless media to provide customers with time and location sensitive, personalized information that promotes goods, services and ideas, thereby generating value for all stakeholders". Mobile marketing is commonly known as wireless marketing, although viewing advertising on a computer connected to a home local area network is not considered to be mobile marketing. Mobile Marketing involves communicating with the consumer via cellular (or mobile) device, either to send a simple marketing message, to introduce them to a new audience participation-based campaign or to allow them to visit a mobile website. Some of the tools of the trade and a few of the concepts that will be featured in this Mobile Marketing 101 series are: * Short Message Services (SMS) * Multimedia Messaging Services (MMS) * Unstructured Supplementary Service Data (USSD) * Bluetooth, Wireless and Infrared * Mobile...
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...Advertising Critique: LibraTech’s eLluminate – The NEW Standard for eReaders MKTG575: Advertising Management DeVry University, Keller Graduate School February 4, 2013 Introduction What makes a good product? This is a question that many companies find themselves asking as they begin market research to uncover new products for their current and potential customers. Is it the quality? The product’s functionality and ease of use? Maybe it is the features and all of the bells and whistles that distinguish a product from its competitors. Perhaps, consumers are keenly focused on unbeatable prices when looking for new products. When companies ask, ‘what makes a good product?’ the answer is simple; a good product consist of top notch quality, user-friendly functionality, product features that are unique and a price point that is often comparable to none. LibraTech’s new eReader is the epitome of a GREAT product. This new eReader has been designed to compete with industry leaders like Nook and Kindle to deliver a seamless digital eReading experience without having to shell out hundreds of dollars. The new eReader features flip-page technology, a vibrant full color display that allows the reader to read any type of book easily from a novel to a travel book in the same detail they would find in the print version. The new eReader is also portable and convenient and can easily fit into a purse or book bag making this product ideal for college students...
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...You Decide: Aero Marketing Campaign By Crystal Stafford Fowler DeVry Keller Graduate School of Management MGMT 578- Consumer Behavior Professor McFaul Jan 25, 2014 You Decide: Aero Marketing Campaign Introduction As the Director of Business Development for Aero Motors, the tasked proposal of our marketers is to introduce Aero Motors Brand into the North American markets. This was sparked by great interests with the company’s CEO. He has responded, asking our firm GenMax, to manage the proposal presentation. This is a very good offer; enhancing the abilities of creative minds, while giving our firm the opportunity to bring expansive portfolio to the firm and generate new business for Aero Motors. After speaking with several of our firm’s consultants, we quickly realized there are many technological advancement options Aero could use to brand their company in the Northern American markets successfully. This proposal will discuss and evaluation process, the four suggestions by experts marketers, and give my final analysis of the best action for Aero expanding into North America Partnering-Pros & Cons Strategy Upon familiarizing myself on Buzz marketing, I have found its value and purpose to be very motivation and refreshing in the exchange of information sharing with new customers. We carefully thought of what motivation would the North American consumers need to become a buyer of Aero products. Motivation is a drive state created by consumer interests and needs...
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...Report Global Trust in Advertising and Brand Messages April 2012 CONSUMER TRUST IN “EARNED” ADVERTISING GROWS IN IMPORTANCE Trust in traditional paid advertising messages declines Earned media sources remain most credible Confidence in online and mobile advertising increases Regional variances offer global marketers opportunities Improved relevance in advertising has room to grow The voice of fellow consumers continues to be strongly heard when it comes to the most trusted forms of advertising. Ninetytwo percent of consumers around the world say they trust earned media, such as word-of-mouth or recommendations from friends and family, above all other forms of advertising—an increase of 18 percent since 2007, according to a new study from Nielsen, a leading global provider of information and insights into what consumers watch and buy. Online consumer reviews are the second most trusted source of brand information and messaging, with 70 percent of global consumers surveyed online indicating they trust messages on this platform, an increase of 15 percent in four years. Nielsen’s Global Trust in Advertising Survey of more than 28,000 Internet respondents in 56 countries shows that while nearly half of consumers around the world say they trust television (47%), magazine (47%) and newspaper ads (46%), confidence declined by 24 percent, 20 percent and 25 percent, respectively, between 2009 and 2011. Still, the majority of advertising dollars are spent on traditional...
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...create and maintain her celebrity brand image. b. Britney Spears marketing team uses all forms of online resources to build and promote the brand i. Interaction and connection with fans c. Specifically, the use of social media around her single, “Hold it Against Me” and associated album Femme Fatale in 2011 d. Interplay of postings on Twitter, YouTube, Facebook and comments on her web page are prime examples on how to introduce new products 2. Stakeholders e. Britney Spears ii. Brand iii. Marketing 3. Target Market f. Online Audiences and Social Media channels iv. YouTube v. Facebook vi. Twitter vii. MySpace turned iPhone App: It’s Britney viii. BritneySpears.com ix. Blog * 4. Competition g. Pop artists in the same genre 5. Problems h. Listening to fans, customers, and users * 6. Social Media Advertising Strategy – x. She and her employees rely on social media to build and strengthen her celebrity brand and image. xi. Miss Spears and her employees to be in close touch with her fan base and to interact with her target group on a daily basic. xii. Britney Spears communicates important messages through the social media applications she utilizes; reporters must rely on these for press announcements 7. Analyze Britney’s social media advertising strategy – 7.1 What media does...
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...banks have had to adapt ad strategies post-credit crunch Graham Fowles In most product categories, brands are generally pretty keen to represent their own products or services in advertising. Apple, for one, seems set on demonstrating its wares in creative work. Even at the more functional end of the IT category, Dell is also keen to get its product in front of consumers. However, in financial services, the rules are different. Before the credit crunch, a high proportion of UK-based financial services providers were happier to tell people what they weren’t like and what they didn’t do, rather than produce creative work that simply presented their products or themselves. This approach, which can be thought of as a form of ‘straw man knocking’ copy, allowed clients and their agencies to produce distinctive and often highly amusing creative work. However, as consumers became increasingly concerned about financial risk, this approach seemed flippant and highly inappropriate. Consequently, all these campaigns have been pulled following the credit crisis, to be replaced with fundamentally different work. Meanwhile, those financial brands that have resisted the temptation to develop comparative campaigns are arguably better placed to weather the current downturn because they have been able to offer consumers a consistent, coherent reason to consider them. Examples of UK-based brands that have successfully maintained continuity throughout the past two years include Lloyds TSB, HSBC and...
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...agencies seeking to advertise on mobile devices simply adopt the same creative approach they use for their online campaigns? Dynamic Logic has repeatedly demonstrated that creative quality is an important factor in the success of an online advertising campaign.1 But while many of the best practices for online creative hold true for mobile creative, the most successful mobile campaigns include additional important creative elements. Based on data from Dynamic Logic's MarketNorms, a leading digital ad effectiveness database made up of 6,000-plus online and 110-plus mobile campaigns, the research included in this report identifies several creative elements that advertisers and agencies can adopt to maximize the creative impact of their mobile campaigns. These elements are not intended to be a foolproof recipe for success – other factors such as targeting, technical execution, flight size and length, etc., also need to be in place to generate high performance. But we have found that the following creative elements and their underlying principles are associated with high performance in important branding measures such as ad awareness and purchase intent across campaigns from multiple industries. The Added Impact of Mobile Ads While mobile advertising is still in its infancy when compared to online campaigns, it has proven to be a very successful method for impacting the viewer. Dynamic Logic's mobile norms show that on average, mobile campaigns greatly outperform...
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