...AMITY SCHOOL OF COMMUNICATION AMITY UNIVERSITY, NOIDA. TERM PAPER ON: Use of Mascots in Advertising. SUBMITTED TO: PROF. Amit Kumar Dutta AMITY UNIVERSITY, NOIDA SUBMITTED BY: ABHIMANYU KARNATAK BJ&MC- II A (2011-2014) AMITY SCHOOL OF COMMUNICATION, AMITY UNIVERSITY Title USE OF MASSCOTS IN ADVERTISING Acknowledgement I put forth my heartiest thanks to AMIT SIR for giving me this opportunity to work on such an interesting topic- use of mascots in advertisement and is it degrading the status of women? The topic has been a concern and talk of every town and I am glad to have received a topic that I would enjoy working on. All thanks to sir. Thanking you for your inspiration and support Table of Contents 1) Title 2) Table of contents 3) Key words 4) Objective and purpose of the study 5) Introduction 6) Literature Review 7) Hypothesis 8) Methodology 9) Analysis of data with regards to hypothesis so assumed earlier 10) Findings 11) Inferences 12) Conclusion and result 13) Bibliography 14) Appendix Keywords Masscots - A person, animal, or object believed to bring good luck, especially one kept as the symbol of an organization such as a sports team. Brand recognition- The extent to which the general public (or an organization's target market) is able to identify a brand by its attributes. Brand recognition is most successful when people can state a brand without being...
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...Energizer vs. Duracell 1 Competitive Strategies: Energizer vs. Duracell By LaShonda Griffin BUS 508- Contemporary Business Dr. Laura Jones November 5, 2012 Abstract The U.S. offers a free market where businesses are able to have free enterprise to open and operate an ideal to provide a product or service to the public. There are many businesses that offer similar products and create competition. Consumers are able to have the options in the marketplace. Energizer and Duracell are two companies that offer similar products to consumers. Energizer has been around since 1986 and has grown into a mutli- billion dollar company within the last decade. Duracell first got started in the 1920’s from two scientists, and finally become a brand in 1964. This paper will discuss the two companies’ background, the competition between the two, and how they will thrive to compete in the market place in future. Energizer Energizer is formerly known as Eveready Battery Company and changes its name in the late 1980’s. By the 1990, Energizer has established their brand and had over 30 percent of the domestic market. They were trailing Duracell by 10 percent, who at that time had 40 percent of the domestic market. Energizer is the manufacturer of dry cell batteries and flashlights, with a full line production of in three major categories: alkaline, carbon...
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...ever had to choose the mascot for a school? If you have then you know how hard it is to choose the right one for your school and have found the best one for John L. Lewis Elementary. The Miner is most likely the best mascot for John L. Lewis Elementary because it is somewhat unique, can be symbolic, can hype up the students, can be appropriate for the school’s background, and can seem menacing to other schools’ teams but friendly to its own. The mascot has to seem threatening to other schools but seem kind to its own. As a general rule miners on the outside can seem tough and rugged, someone who you wouldn’t want to mess with. But to people that they know they could open up to them and be friendlier. Miners normally have rugged...
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...Assist= .7 points (originally 1.4 but scaled down for realistic scores) Turnovers= -.7 (originally -1.4 but scaled down for realistic scores) Steal= 1 point (originally 2 but scaled down for realistic scores) Block= 1 point (originally 2 but scaled down for realistic scores) Nothing tricky about it. I've researched and poured over these scoring settings and no one position benefits from them over another position. They are SUPER EVEN.The best NBA players are the best fantasy players, no need to worry about anything else. One last thing, Leave your email, and your team name MUST be either a CITY or SCHOOL followed by a mascot of your choosing. You can mix them up though. Like you don't have to be the Florida Gators. If you wanted, you can be the Florida Lakers or the New York Sooners or w/e you guys want. It can be college or pro and you can mix the mascots around it's no big deal. I just want it to be Sports themed. LEAVE YOUR EMAIL AND JOIN IF YOUR SUPER ACTIVE. I HAVE A CBOX AND COOL WIDGETS ON THE PAGE. HERE IT...
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...Value and core Essence Bucket Technique Connect Relationship INTRODUCTION 1. Can you please tell us something about yourself? Your hobbies, your interests etc. 6 What factor act as a deterrent when choosing Nike? 7 Have you given your mobile numbers/email id to Nike store for more offer updates? 8 Have you heard about 'Nike' introducing 'Flip flops'? 9 Which kind of new footwear segment should 'Nike' introduce? Brand awareness 10 When did you start using Nike? 11 What do you know about the brand 'Nike'? 12 What comes to your mind when your hear name 'Nike' ? 13 Do you consider 'Nike' to be a local or foreign company and how much it matters to you? 14 Do you think 'Nike' is advertising enough? Brand world 15 Close your eyes imagine a world 'Nike' 16 Describe the place, what does it look like 17 What are the cars, buildings, people you see there? 18 What gender of people do you find more? 19 What clothes are they wearing? Brand Personification 20 Imagine Nike as a person who is coming to your house? 21 Describe him, what is he wearing, how does he behave ,is he good looking, what kind of relationship will you prefer to have with him/her? User imagery 22 Imagine the person who is most likely to use Nike shoes 'Nike' shoes. Can you describe him? 23 What is your perception of person who use 'Nike' and another using 'Woodland'? Bucket technique 24 What...
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...should feel the safest, Stretten faces the appropriation of her Native American culture every day in high school. She explains how other children see it as a service for them to be representing her culture as their mascot. I can relate to some of these situations because my high school mascot was an Indian, we were the Braves. Growing up in a small rural farming town,...
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...What is Mascot Advertising Mascot is a fictional character which is used in advertising to promote the brand. Once the mascot is associated with a product or service, it becomes the symbol of that particular brand. It helps in brand recalling, making the users recognize the brand name as soon as they see the mascot. Mascot Advertising Mascot advertising literally turns a two dimensional logo into a three dimensional one. When the mascot is made to walk in any promotional events, it gives life to your brand, since it is visually appealing and promptly noticed. It also attracts people of all age groups and is the easiest way to register your brand name in the minds of the audience. Advantages of Mascot Advertising • Mascot advertising gets more attention than the conventional advertising. When people see a mascot, they take time to listen or observe what it has to say. • A good mascot increases brand awareness. When an established mascot walks into an event or any festival, people can easily recognize the brand. • Mascot advertising is considered to be friendly, since they are fun to be with. They are entertaining to watch and an attractive character can establish an instant connection with your potential customers. • It can be a brand ambassador for your product. There are instances where people love to take photographs with their favorite mascots and post it in social networks. Thus, mascot advertising creates a mass appeal. ...
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...selections that reflect multiple viewpoints on the same topic and develop and express an opinion on an issue based on the evidence presented. You will develop a product that expresses your point of view about the use of Native American mascots for school or sport teams. Role: You will assume the role of an avid sports fan or the resident of a community that has a sports team with a Native American mascot. Audience: The president of the professional sports team, president of the college or university, or local school board (all with Native American mascots) Situation: Recently Houston ISD joined a growing list of organizations that no longer allows the use of Native American names as mascots for their teams or school. Stanford University, for example, changed its mascot from the Indian to a redwood tree in 1972, and others have followed suit after an NCAA ban and public outrage over what is considered by some to be ethnically offensive stereotypes that belittle Native Americans. Others believe that these names are embraced by fans who are honoring the heritage and history of the American Indian. Your challenge is to review all of the documents in the library and determine whether Native American representations should or shouldn’t be used as team mascots. You must convince your audience of your position by using evidence from at least three of the resources in the document...
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...Legend of the Fighting Okra Since the establishment of Delta State University in 1924, the Statesman has always been the official mascot. Around the late 1980’s some of the baseball and basketball players grew suspicious that this mascot did not “represent” Delta State or “intimidate” the opposing teams that they were to take on. After all, a mascot is supposed to be intimidating, right? The Statesman just was not making the cut for these athletes. They thought hard to create a picture in their head for what could accurately describe the teams. A potential mascot was maybe the Fighting Algae. The color of algae fit but some of the mates were not sure if they were ready to be called “Pond Scum” by the opponents (Mizell,2004). That’s when Bob...
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...This comment was not made in class; however, it was made in the video by the people being interviewed. When the people being interviewed were talking about the reasons why they find the use of Native Americans as mascots to be negative, one person says. “I can’t imagine any other race where that would be considered acceptable. This comment came from the fact that one of the football teams in America is called the “Redskins”. The term “redskins” is a derogatory term that is used towards the Native Americans. When the person being interviewed said this comment, I thought of any other possibilities that could be used as a team name; Gypsies and Rednecks. Gypsy is a racial slur toward the Romanian people and Redneck is one towards Caucasians....
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...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 and cartoon characters from food ads to entice children and preventing food marketers from using jingles aimed at children. I believe this is a smart strategy; it gives the food marketers the freedom to choose between paying or advertising about healthy foods...
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...by Dubinsky and Loken, there are three areas where potential ethical misconduct in marketing occurs and they are 1) ethical issues confronted by marketing managers, marketing researchers, advertising personnel, purchasing personnel, field and retail sales person, and retail store managers; 2) consumers perceptions of various marketing practices; and 3) nonbusiness professors and marketing practitioners beliefs about the appropriateness of applying marketing principles to social issues and ideas. Within these different areas, there are several different incidents of abuse that can occur and a few examples are: deceptive advertising, fictitious pricing, incongruence of product quality with personal philosophy, exploitation of consumers and misrepresentation of minority groups. These incidents can be presented in any one of the elements in the marketing mix; product, price, place, and promotion. The areas of marketing abuse that are most evident to me are the issues that are presented in the product, price, and promotion elements. The product element presents issues within the team name, logo, or mascot. The book exemplified the use of Native American names and mascots being found insulting to minority groups which ultimately resulting in several schools changing their names and mascots. The book also provided an example of a logo representing violence in a city that had high crime, so the Washington Bullets changed their name to the Washington Wizards. I think the issue...
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...Eric Schlosser is a well respected journalist and author, who is well known for his investigative journalism. He often writes about social issues surrounding government and big industries. Eric Schlosser’s primary argument in “Kid Kustomers” is that big industries take advantage of children's naiveté to turn a profit. After reading his essay, and considering the hard facts and statistics that he employs, it becomes easy to agree with the message Schlosser puts forth in “Kid Kustomers”. Because of children’s lack of worldly experience and analytical skills, they are easily taken advantage of, without their knowledge. “Many studies have found that young children often could not tell the difference between television programming and television...
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...symbolize the gentle softness and quality of Charmin. The "Charmin Baby" was born and took its place along with the "Charmin Lady" on the packaging. 1956 — The "Charmin Lady" was replaced with "Charmin Babies Your Skin" graphics on the product packaging. 1957 — Procter & Gamble (P&G) acquired Charmin Paper Company. The original Charmin family included paper towels, paper napkins, facial tissue, and bath tissue. P&G eventually discontinued all products except bath tissue, which it continued to distribute on a regional basis. 1964 — The Mr. Whipple (aka "George the Grocer") character was created to promote the "squeezable softness" of Charmin. Mr. Whipple appeared for more than 20 years in Charmin television, radio, and print advertising. Charmin became the first one-ply bath tissue to add perfume. 1970 — Charmin television commercials featured former Knots Landing star Joan Van Ark and Charlotte Rae from the sitcom The Facts of Life. 1973 — P&G patented a new manufacturing technique that produced softer Charmin. The new paper was softer, while the strength remained the same. Consumer tests in 1973 showed the product was preferred more than three-to-one over the leading competitor. 1978 — Mr. Whipple was named...
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...Ah Huat White Coffee – Integrated Marketing Communication Plan Content Page 1. Background Research & Analysis…………………………………………………………………………………......3 2.1 Background of Ah Huat White Coffee…………………………………………….…………….………..….3 2.2 Internal Research & Analysis…………………………………………………………………………………3 2.3 External Research & Analysis.…………………………………......................................................................4 2.4 Consumer Behavior Analysis…………………………………………………………………………………5 2.5 Competitive Analysis…………………………………………………………………………………………6 2.6 Current Brand Item Evaluation……………………………………………………………………………….7 2. SWOT Analysis………………………………………………………………………………………………………...8 3. Key Marketing Problem or Opportunity……………………………………………………………………………….9 4. Marketing Objectives…………………………………………………………………………………………………..9 5.7 Sales, Profit & Market Share…………………………………………………………………………………9 5.8 Enhance Brand Image & Attitude …………………………….……………………………………………...9 5.9 Communication Benefits……………………………………………..………………………….………........9 5.10 Achieve Top of Mind Awareness ……………….……………………………………………….………….10 5. Communication Objectives…………………………………………………………………………………………...10 6.11 Category Need……………………………………………………………………………………………….10 6.12 Brand Awareness……………………………………………………………………………………………10 6.13 Brand Attitude & Preference……………………………………………………………..………………….11 6.14 Brand Purchase/Action Intention ……………………………………………………………………….....
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