Premium Essay

Mascots in Advertising

In: Business and Management

Submitted By parulsood
Words 7496
Pages 30

Use of Mascots in Advertising.

SUBMITTED TO: PROF. Amit Kumar Dutta

BJ&MC- II A (2011-2014)




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


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 explicitly exposed to the company's name, but rather through visual signifiers like logos, slogans and colors.

Objective of study
There has been a tremendous increase in use of mascots recently in the advertising world . Mascots are not new they are being used since ages as they are believed to bring luck they are always associated with sports teams ....

Similar Documents

Free Essay

Mascot Advertising

... INTRODUCTION What are Mascots?  Mascots are characters used to bring good luck or popular exposure to a team, organization, or school. They are used to help advertise products, promote school spirit, raise awareness about issues, and for many other purposes. You might have seen a mascot in any of the following situations: - Representing military units  - Drawing attention to a product or service  - Supporting a school or professional sports team  - Acting as a goodwill ambassador for a cause Mascots can take a variety of forms, including inanimate objects, logos, people, and live animals. Most people are very familiar with costumed characters as mascots. Finding the right mascot can have a dramatic effect on your company's ability to sell to consumers. Your product or service is much harder to forget if it represented by a dramatic and memorable character. Mascots are used to represent businesses as well as schools and sports teams. Some great examples of companies using mascots are the characters used to promote breakfast cereals. Characters like the rabbit used to sell General Mills' Trix breakfast cereal seem to stick in the minds of children and adults alike. NEED FOR THE STUDY Need for the study is to know whether Mascot advertising effects the sales of the product ...

Words: 336 - Pages: 2

Premium Essay


...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......

Words: 296 - Pages: 2

Premium Essay

Mcdonald’s and Obesity

...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 obese children will double over the next ten years. Much of the blame is being put on fast food giant McDonald’s for offering portion sizes that are too large and advertising directed at children. Some people have compared Ronald McDonald to Camel’s former mascot Joe Camel. This raises the question whether or not McDonald’s should keep Ronald as their mascot. Research by Kraak and Story...

Words: 1172 - Pages: 5

Premium Essay

Case Study 3 Mcdonalds and Obesity

...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 (, 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. (, 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. (, 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......

Words: 1069 - Pages: 5

Premium Essay

Duck Who Could Make Business Sing

...unique way. From the struggles of competing came the Aflac duck. Not only would the new mascot be noticed by the right market in the United States, but across the world. International companies across the world in different industries have been using mascots for years. Aflac decided they wanted a memorable, but also stand out against the competition. According to the Daily Finance, Kaplan Thaler Group Advertising Company developed the duck concept when repeatedly saying the name Aflac and noticed is sounded like a duck call (, 2014). When deciding how well the mascot may be received, the advertising agency should commit to a static group design (Malhotra, 2010). The design outlines using two commercials for one organization, one with the new design and the other, the old. From there, you survey the effectiveness of brand exposure and determine if it outweighs the traditional method. In actuality, the average rate of growth for the company before the use of the Duck was 10 to 15 percent, but since has quadrupled (Malhotra, 2010). If the same agency wanted to test the Duck mascot against two others, the Latin square design would also be highly beneficial. It monitors the success of commercials against each other, but before displaying the duck to the public, survey must occur to determine which market is in need of exposure to the organization. When creating a mascot or figurehead to pair with the organization, the company needs to be aware of what......

Words: 691 - Pages: 3

Premium Essay


...Branding Through Mascots Bottom of Form Willard Scott, Bob Brandon, King Moody, Geoffrey Guiliano and Joe Maggard. What do these people have in common? Well, they are just five in a list of many more who have essayed the role of Ronald McDonald on television. A nanosecond is all it takes for the image of the red-haired clown in his bright-yellow jumpsuit to make people think of the McDonald's brand. Over the years Ron, as he is popularly called, has acquired an iconic status and has become the public face of the burger giant whose golden arches is the most widely recognized symbol in the fast food industry.   India too, is not without its fair share of mascots. For years, the cute Amul girl regaled millions of Indians with her antics and a plateful of products - butter, cheese, milk and chocolates. Today she is undoubtedly The Taste of India. Other popular mascots include Air India's Maharaja, with his diminutive stature, giant turban and oversized moustache exuding warmth and hospitality, and Asian Paints' naughty boy Gattu, holding a bristly paintbrush in one hand and a can of overflowing paint in the other. Incidentally, Gattu was created in 1954 by none other than the master cartoonist, R. K. Laxman. Why mascots? The use of mascots goes back to antiquity, but they were not always called mascots. The word 'mascot' suggests a connection with the occult, being derived from the French slang mascotte meaning 'witch'. How the word entered the English language is a story...

Words: 3608 - Pages: 15

Free Essay

Mcdonalds and Obesity

...problem especially in young people as this epidemic continues to grow. In this paper, we will discuss the problem as it relates to the case study written specifically about McDonalds and their influence on the explosion of child obesity. Additionally, we will examine further a few of the most important questions regarding the case as it relates to the Ronald McDonald mascot, the merits of law that would require warning labels or health messages within the commercials for the corporation, as well as the current attitude towards the rising issue of obesity and the various approaches to solving the problem. Ronald McDonald Vs Joe Camel As the problem of obesity continues to debilitate our youth and contribute to life-threatening illnesses and diseases, it is very easy for stakeholders and consumers such as parents point the finger at Ronald McDonald. The vibrantly dressed corporate mascot most recognized for his iconic clown makeup and big red shoes has recently been compared to that of Joe Camel his extreme opposite in marketing advertisements for Camel cigarettes. Although it is obvious that the two mascots are responsible for marketing completely different products to consumers, some people correlate the similarity in convincing children to buy happy meals in the same manner that Joe Cool sells cigarettes. An article from Adage explains that even though this happy clown’s job is to target children for hamburgers and...

Words: 876 - Pages: 4

Premium Essay

Paper 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......

Words: 919 - Pages: 4

Free Essay

Solve a Problem

...Solve a Problem PHL/458 Rebekah Armstrong University of Phoenix Aleyda Cardenas February 17, 2014 Solve a Problem Creative thinkers have a generalized set of character traits used within the creative thinking process to assist with finding the best resolution to the challenge faced that consist of originality, use of imagination, and effectiveness. Through each of the four stages of creative thinking, thinkers continuously find challenges and multiple ideas that create solutions for these challenges. Determining what the most effective solution to the challenge is may take a varied amount of time but because creative thinkers are so dedicated, they will keep striving to meet their goal. The personal challenge search effectively demonstrated all areas of the creative thinking process from beginning to end. Creative thinking is not just an art form; it is a process that requires hard-work and dedication from independent individuals who strive to find the best possible solution to a challenge. Creative Thinking Process The creative thinking process consists of four steps which break down the different essential areas that cover all aspects of the process, from beginning to end. Creative thinkers have character traits of boldness, resourcefulness, independence, are generally dedicated hard workers. Each step of the creative thinking process is routine for creative thinkers because they know until one step is completed the next cannot commence. Step......

Words: 1229 - Pages: 5

Premium Essay

5. Based on Your Response to Question 4 Above, Recommend Both a Short-Range and Long-Range Plan for Mcdonald’s to Implement.

.... How should McDonald's respond when ads promoting healthy lifestyles featuring Ronald McDonald are equated with Joe camel and cigarette ads? Should McDonalds's eliminate Ronald McDonald in its ads? Eliminating Ronald McDonald, who is the brand mascot, is not the solution. Rather many people connect with Ronald McDonald emotionally. According to a survey, Ronald is among top 25 mascots of all times. (Top survey, 2007) Ronald McDonalds can visit to schools for educating students about the importance of health and a healthy lifestyle. This will have the positive image of the mascot and further, Ronald McDonald could involve in charities where the mascot can be seen in giving charities to the unfortunate children. All the above would help in gaining the image of Ronald McDonalds back. McDonald should react to this issue in a calm and positive way as still many kids and parents are in love with the Ronald and would like to see their favorite whenever they visit to the outlet. By making people know that it is the perception which people will need to change. By imbibing healthier lifestyle is the solution, not protesting 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 law would make the advertisers to add a health message in......

Words: 1189 - Pages: 5

Free Essay

Charmin History

...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...

Words: 1662 - Pages: 7

Free Essay

Marketing Management

...Name: Nikita Patel Course: Marketing Management DSI # 01433731 Assignment: Week # 4 Executive Summary Professor: Dena Hale Executive Summary: Kellogg's Mission Statement: Kellogg's is a global company which is committed towards long-term growth both in volume and profit. It enhances its worldwide leadership position by providing superior value nutritious food to their customers. Its organizational strategies can be classified as below. * Leadership in innovative products * Strengthening the company's seven largest cereal market. * Develops a focused organization * Strategy of continuing to reduce the costs. Introduction: Breakfast is considered as the most important meal of the day. And the best choice among all is cereal breakfast which provides essential nutrients. Many people claim that skipping breakfast is the fastest way to lose weight. As they do not realize the importance of breakfast which is most important meal of the day.( Patanathabutr, Chaiyakal) Kellogg Company is a multinational producer for breakfast foods,snack,cookies and crackers. It is famous for the production of ready to eat breakfast cereals. The company operates in the Americas Asia Pacific, Europe, Middle East, and Africa. Its headquarters is at Battle Creek Michigan and employs around 30,277 people as of December 28,2013 Rice Krispies Cereal was introduced to Kellogg's company by Eugene McKay in 1927 and was released to the public in 1928.......

Words: 1403 - Pages: 6

Premium Essay

Competitive Strategies

...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,......

Words: 965 - Pages: 4

Premium Essay

Analysis Of Kid Kustomers By Eric Schlosser

...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...

Words: 389 - Pages: 2

Premium Essay


...Amul Brand Basket Brand Amul owned and managed by Gujarat Cooperative Milk Marketing Federation (GCCMF) has 123 brands listed under its name. Liquid milk however contributes to 40% of the Amul’s revenues. Amul Products Market Share The brand positions itself as a brand of both masses and classes, unlike competitors like Nestle. Gujarat Co-operative Milk Marketing Federation (GCMMF), owners of Amul brand of milk and dairy products, posted sales of Rs 11,670 crore for the year ended March 2012, almost 55% more than Nestle India’s Rs 7,541-crore sales. Amul owns 85 percent share in butter market and 75 percent in cheese share market. It may be mentioned here that Amul is the market leader in Rs 600 crore cheese market in India with 65-66% share. It also has  88% market share in butter, 63% share in infant milk and 45% market share in dairy whitener. Amul also enjoys a 26% share in the 25,000-crore packaged milk market. With expected growth rate of 20 percent, 12% growth rate can be attributed to price rise and another 8 percent to rise in demand for dairy products. Amul Production Facilities One of the best known examples of policy success in India has been the “successful implementation of white revolution” and equally celebrated is the role of the brand in making this event a big success. From two diary cooperatives and 250 litres of milk per day to a network of 31 lakh dairy farmers, who are members of more than 15,000 village......

Words: 782 - Pages: 4