...all companies use some sort of advertising when selling a good or a service. The expenditure for the campaign might depend on the type and the size of the Business. Advertising is a complex form of communication that influences customers to purchase a certain product or consume more from that product and, it always identify the sponsor or the company. Advertisements draw public attention to goods and services. Objectives and strategies of advertising lead to various types of impact on consumer thoughts, feelings and actions. Advertising is a paid medium. Generally advertisements provide information of the certain product or service in many different ways. Traditional media, such as; television, radio, newspapers, magazines, books, direct mail and billboards are most commonly used to transmit advertisements to consumers. Advertiser holds the main role in Advertising. Advertiser is the person or organization that uses advertising to send out a message about its products. Advertising Agency is the second player in Advertising. One of the primary benefits of advertising is its ability to communicate to a large number of people at one time. There are different types of Advertising; Print advertising, Outdoor advertising, such as; Billboards, kiosks, tradeshows and events, Broadcast advertising, Covert advertising, Surrogate advertising, Public service advertising and Celebrity advertising. Print advertising have always been a popular advertising medium, but television commercials...
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...figures). Be Marlboro targets legal-aged smokers, however campaign advertisements around the world emphasizes on youth-oriented images and themes that appeal to teenagers while featuring young attractive adolescent models partying, falling in love, traveling, and being adventurous and cool. Advertisements appeared in Germany in 2011 but were banned in October 2013 after regional authorities confirmed that that the campaign violated Germany’s tobacco control laws pertaining to marketing to youth. Marlboro claims that the marketing and advertising is aimed toward adult smokers and is in compliance with local regulations and internal marketing policies. Places where marketing and advertising are permitted, campaigns are authorized to inform current consumers of their brands and encourage smokers of competing brands to switch over to their products. Emerging markets is where the achievements and transactions of cigarettes take place. They have the same values and concepts used with the Marlboro man (a rugged individualism). There are also high cigarette transactions in low and middle-income countries that don’t have laws to protect innocent children from tobacco. Cigarette...
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...1. How should McDonald’s respond when ads promoting healthy lifestyles featuring Ronald McDonald are equated with Joe Camel and cigarette ads? Should McDonald’s eliminate Ronald McDonald in its ads? 2. Discuss the merits of the law proposed by France that would require fast-food companies either to add a health message to commercials or pay a 1.5 percent tax on their ad budgets. 3. Propose a strategy for McDonald’s to pay the tax or add health messages, and defend your recommendation. 4. If there is no evidence that obesity rates fall in those countries that ban food advertising to children, why bother? 5. The broad issue facing McDonald’s U.K. is the current attitude toward rising obesity. The company seems to have tried many different approaches to deal with the problem, but the problem persists. List all the problems facing McDonald’s and critique its various approaches to solve the problems. 6. Based on your response to Question 4, recommend both a short-range and long-range plan for McDonald’s to implement. McDonald's and Obesity McDonald's and Obesity People around the world are spooked that their children will become as overweight as American children. In the US, roughly 30% of children are overweight or obese while 64.5% of Americans are overweight or obese, which is the highest ratio in the world. Obesity rates in children are rising in other countries with one out of five children in Britain, 30% of Spain, and 36% in Italy. Experts believe that the number of...
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...Case Study 4 McDonalds 1) How should Mac respond when ads promoting healthy lifestyle featuring Ronald McDonald are equated with Joe Camel and Cig ads? Should Mac eliminate Ronald McDonald in its ads? I do not believe it is necessary to eliminate Ronald McDonald as the mascot. The comparison to Joe Camel is rather unfair. Although McDonalds uses Ronald to market its unhealthily to children, it is not the same as smoking and getting addicted to cigarettes (Adage.com, 2016). McDonalds should used Ron’s image in a different way, promoting healthy food and activity, less focus on the food even and focus on charitable work. Ronald is among top 25 mascots of all times. (DailyFinance.com, 2016) Ronald McDonalds should make visits to schools to educate students about the importance of eating healthy and staying active. Even addressing moderation of unhealthy foods and portions control. This will help to improve Ronald image in a positive way as the mascot. 2) Discuss the merits of the law proposed by France that would require fast-food companies either to add a health message to commercials or to pay 1.5 % tax on their ad budget. Propose a strategy for McDonald's to pay the tax or add health message and defend your recommendation. The French law will force food marketers to choose between adding a health message to commercials and paying a 1.5 percent tax on their ad budgets to fund healthy-eating messages. (Adage.com, 2016) Other bans may also be placed on using celebrities...
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...than tactical/operational one RJR can ensure marketing is more directed towards existing customers than new customers; through targeted 1-on-1 marketing Opposing restrictions on cigarette ads are those who agree that society has a right to restrict freedom of expression when the exercise of this freedom causes harm to others. But, they argue, while cigarettes themselves may be harmful, cigarette advertising is not. First, contrary to the critics' claims, ads for cigarettes do not cause people to smoke, just as ads for soap don't cause people to bathe. People take up smoking for a variety of reasons. For teenagers, it's often peer pressure or imitating adults that factor in as the principal reason. In one five nation study, only 1% of the seven to fifteen-year-olds interviewed mentioned advertising as the most important reason they started smoking. At most, cigarette ads function to persuade people who already smoke to switch brands. Second, the charge that cigarette ads intentionally deceive consumers is unjustified. The images portrayed in cigarette ads are realistic ones. There are, in fact, skiers, tennis players and aerobic dancers who smoke. Furthermore, how can cigarette ads be accused of hiding the truth with the Surgeon General's warning prominently stamped across each and every ad? Nor can cigarette ads be banned on the grounds that they manipulate consumers. The tobacco industry's advertising ploys are no different from any other industry's techniques to promote...
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...Alcohol Advertising and Youth: A Measured Approach August 13, 2012 The Center on Alcohol Marketing also known as “CAMY” has conducted research on alcohol advertising and our youth. CAMY was created to monitor alcohol company marketing practices in the U.S. The exposure to our youth is through television, radio, magazines and on the internet. The research shows that alcohol companies have deliberately placed advertising where our youth is exposed instead of gearing their advertising towards legal drinking adults. Alcohol consumption among our youth is an international public health crisis. Hastings has analyzed the exposure of alcohol advertising and predicts awareness of the advertising; this leads to positive beliefs about alcohol, increased intentions among our youth to drink and higher tendencies of our youth consuming alcohol. While alcohol advertising is a risk factor for our young people, there have been few regulations implemented to keep the alcohol companies from advertising to our youth. World Health Organizations report that between 13 and 16% of countries rely on some form of self-regulation in this area. Between 2.8% and 57% have no restrictions on alcohol advertising. CAMY has completed multiple research studies by using commercial data bases, surveys, independent research and has even went as far as conducting brain imaging. CAMY’S latest work has broken down his findings by Hispanic and...
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...to consideration. Do we accept that the advertisement is true, should we trust what is shown to us or should we research the product and compare the cost and nutritional value to other products on the market? Evidently, it’s up to consumer to make a decision on what they eat, nevertheless if we’re frequently exposed to food advertisements every time we read a glossy magazine or watch TV then we may be influenced in what we choose, especially when the advertisement is directed toward children . In this essay I will outline some influence towards one’s food choices and the links between media and children obesity and the effects television food commercials have on children’s food preferences. Food choices are influenced by vast quantity of interrelating factors and theory “it is not solely determined on physiological or nutritional” (Shepherd, 1999, p. 807). Other factor that may influence food choices are biological for example hunger, appetite and taste and then there economic and physical this may be prejudiced by the cost of the food and a individuals income the availably of food choice or education or the skill needed to cook the food. Psychological reason may have a effect on the food we eat for example what type of mood we in. when a we are stress we might eat more or less and it could also come down to ones knowledge of food, is it good for you or not (Newman, Food Identity, 2012). In Australia, children under 18 have an average $31.60 to spend each week and they influence...
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...Rhetorical Analysis Essay My argument about direct-to-consumer advertising of prescription drugs is that, it should be changed to something better. My reasons for making this argument is that Elizabeth Almasi and Randall Staffords showed a lot pathos and logos but did not show any ethos. Peter Mansfield argues about replacing the DTCA with something new also showing a solution to the problem. Richard Kravitz uses a lot of all three pathos, logos, and ethos, in his argument about regulating it. Some background about the debate on whether the DTCA should be banned, regulated, or changed is which one is going to be beneficial for the public. The first viewpoint, Elizabeth Almasi and Randall Staffords, shows that advertising prescription medicines could trigger a placebo effect. The effect is serious given that one-third of patients reported that the had relief from coughs, headaches, depressions while given a placebo. There are two models that explain the placebo phenomenon, the first model classical conditioning which is a learning process that occurs when two stimuli are repeatedly paired. “According to this theory, prior experiences with effective medical treatments “condition” the patient to associate pills, syringes, and authoritative medical options with imminent pain relief, eliciting a response similar to the active agent” (Almasi 107). Second...
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...in to consideration. Do we accept that the advertisement is true, should we trust what is shown to us or should we research the product and compare the cost and nutritional value to other products on the market? Evidently, it’s up to consumer to make a decision on what they eat, nevertheless if we’re frequently exposed to food advertisements every time we read a glossy magazine or watch TV then we may be influenced in what we choose, especially when the advertisement is directed toward children . In this essay I will outline some influence towards one’s food choices and the links between media and children obesity and the effects television food commercials have on children’s food preferences. Food choices are influenced by vast quantity of interrelating factors and theory “it is not solely determined on physiological or nutritional” (Shepherd, 1999, p. 807). Other factor that may influence food choices are biological for example hunger, appetite and taste and then there economic and physical this may be prejudiced by the cost of the food and a individuals income the availably of food choice or education or the skill needed to cook the food. Psychological reason may have a effect on the food we eat for example what type of mood we in. when a we are stress we might eat more or less and it could also come down to ones knowledge of food, is it good for you or not (Newman, Food Identity, 2012). In Australia, children under 18 have an average $31.60 to spend each week and they influence...
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...Case Analysis of ban of tobacco advertising in India Here is the brief background information. On Feb 6, 2001 Indian government announced they were going to enforce a ban regarding tobacco advertising in their country. Banning included barring tobacco industries from advertising their products, sponsoring sport or cultural events. The ban was aimed to discourage young mind in India to take part in smoking. The ban, however, heated a debate between the supporters of tobacco companies and the opposition parties. In this paper, I will summarize the arguments that support the ban on tobacco advertising in India and the arguments that oppose the ban. In addition, I will discuss the conflict of interest issue pertaining to Indian government as well as I will describe my opinion on what governments should do in regards to tobacco advertising. 1. Summarize the arguments in favor of the ban on tobacco advertising in India To begin with, the advocates of the ban argued that this action of government was nothing unconstitutional. The government, in fact, has the right to interfere since their main concern was their citizen well-being. They gave this example. We know that guns are bad, so every nation has banned the public advertisement against guns so why tobacco should has a special privilege? Secondly, they used statistic from World Health Organization (WHO). They pointed out that over 3 million were killed by consuming tobacco products in 1990 and the death rate increased to 4.023...
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...Regulations 2008, Consumer Credit Acts 1974 and 2006, Consumer Protection (Distance Selling) Regulations, Data Protection Act 1998, and Code of Advertising Practice are, and how these works within the business organisation (ASDA). Sale of Goods Act 1979 This act gives a protection to a customer who is buying the ASDA’s goods. It is a contract between a customer and the seller. ASDA should provide main protections: I. The seller must have the right to sell the goods II. Goods sold by description must correspond to the description III. Goods must be of satisfactory quality IV. Goods sold by sample, the goods must correspond to the sample in quality How the Act works: ASDA’s new TV advertising was banned because it didn’t match the Sale of Goods Act’s rights. The advertising said that the customer can return any of the George’s clothes within 100 days but in reality, according to Sale of Goods act, a customer have the full rights to complain, return, or exchange a product within 6 years (if the product doesn’t apply to one of the four main protections above). The Consumer Protection from Unfair Trading Regulation 2008 The Regulations introduce a general duty not to trade unfairly and seek to ensure that traders act honestly and fairly towards their customers. To not to break the laws, ASDA should provide to the customers the legal production (which was bought from the real supplier or maid according to the laws). For example, ASDA will...
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...Reasons of Controversies 4 Effects of Advertising Agency 5 Conclusion 6 Bibliography 7 Appendices 8 Introduction Advertisers in their mission to gain the customers attention use bold formats to high light their products and in this mission of theirs they often push the boundaries of the society. For example, Calvin Klein since 1980 is promoting nudity and is always in controversies due to their bold advertisements. (Arneas, 2005). Secondly many liquor companies and smoking companies hire famous sportsmen for advertising their product, these sportsmen’s are treated as heroes by the children and they follow them blindly. (Mvivo, 2012) Advertisements are created by the advertising agencies that at times purposefully or innocently make advertisements which become controversial and result in government implementing restrictions on the advertising of such products. (Waller & Fam, 2000).A products fate depends on the strategies which are adopted for marketing. Hence in today’s global and international marketing the most faced challenge which needs proper organization and planning is the advertising of the product, how is it executed, what hinders its progress and what advertising strategy can help it grow. This paper aims to make a report about the reasons, impacts and solutions to deal with marketing controversy. In addition this paper also aims to help the advertising agencies develop an understanding of which advertising is perceived by some people as offensive...
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...to a captive audience even though the brands are shown in their natural environment. But, viewers generally tend to like product placements unless there are too many or they are invasively irritating. Product placements typically are seen as an acceptable practice, frank, amusing, pleasant, and dynamic. In general, viewers consider product placements to enhance realism, aid in character development, create historical subtext, and provide a sense of familiarity. However, if the audience realizes that the product placement was placed there, it may affect their judgment and they may counter argue the placed messages. (Panda, 2004; Hackley, Tiwsakul, and Preuss, 2008) Still, some individuals feel that product placements are sinister and should be banned or at least clearly disclosed in the credits at the end of the program (The Economist, 2005). This is particularly...
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...The Code of Ethics in advertising states that an advertising agency will not intentionally create ads with false products or price related statements. The agency will not use poorly supported product claims or distorted information from experts. Finally, the agency will not provide ads that offend public decency or minority groups(American Association of Advertising Agency). Ethics have always been an important aspect of every business activity, although the term has meant different times in different lands to different people. Nonetheless, as ethical concerns are an inseparable element of business, advertising cannot ignore them. Sadly, the advertising industry has rarely cared to look beyond immediate marketing objectives. The argument in the industry is that it is the government’s job to judge what is right and what is wrong. Shirking its own responsibility for regulation, the industry has belittled business values and agencies have harmed their balance sheets. For any business, customer is very important, and businesses attempt to communicate to all their target customers using means of communication like advertising and sales promotion. Advertising is very powerful and most commonly used tool. The term ethics in business involves “morality, organizational ethics and professional deontology” (Isaac, cited in Bergadaa, 2007). Every industry has its own guidelines for the ethical requirements. However, the principal four requirements for marketing...
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...described as persuasive, as the goal of the writing is to have the reader support a side to an argument. The author is making an effort to have the reader develop opinions against the advertisement of alcoholic beverages. The most important information that the passage has to offer is in the second half, while statistics and patterns are being discussed. From a reader's viewpoint, this may be the tipping point, which leads him or her to support an opinion or not. The research done by Grube and Wallack, discussed in the passage, suggests that advertisements for alcohol affect opinions towards alcohol at a young age, which increase the likeliness of substance use in adulthood. Leiber also used the work of statistician Henry Saffer as a resource to support her argument. He was able to find a number (of "2,000 to 3,000") to exemplify how many lives might be saved each year if alcoholic beverage advertising was banned. The hearth of Leiber's influential material lies with this information, where she uses the ethos rhetoric to her advantage, using names of researchers and a statistician in order to add credibility to the argument....
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