...The Onset of Consumerism on our Youth through Massive Advertising By June 16, 2014 ENGL 101 – B17 LUO Professor Sholes Associates of Arts – Religion Turabian Format Philippians 4:19 reads “but my God shall supply all your need according to his riches in glory by Christ Jesus”. Twenty different translations of this text and not once does it mention God supplying wants. Yet, advertisements teach the youth of America today that they should have all of their wants, not just needs. Advertising agencies, through massive and expensive efforts, have infused the idea of ultra-consumerism into the lives of American youth as evidenced by the priorities and ideals exemplified by children at young ages and as adults. Companies have recognized the deep influence of advertising on young Americans as evidenced by their massive amounts of money and effort spent on targeting children. It is not hard to imagine that companies would see children as a true market for their products. In fact, children under eighteen years old being considered consumers is a widely accepted viewpoint. Even as far back as 1958, an American youth, a teenager in particular, was being referred to as a “merchandising frontier.” In 1998, advertising agencies spent $2 billion specifically towards children in order to promote their products. This formidable amount of funding translates to a significant amount of influential ad time. The astounding 40,000 commercials a child views in a year make up approximately...
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...brand strategy will set the tone. The paper will also discuss the pricing strategy for the business which is very important and very competitive being that there are so many childcare centers in the Arlington Texas area. Create the domestic and global product branding strategy The global strategy for Klassie Academy will be based on respect, protection, facilitation and fulfillment of human rights and principles. Klassie Academy will focus on meeting the childcare challenge. The childcare challenges consist of affordability, quality, accessibility, and delivery. When it comes to affordability Klassie Academy will make sure all parents receive the childcare tax credit by providing them with documentation each year. As for quality, guidance and support will be offered to both parents and caregivers. Klassie Academy will deliver first class child care to all of the children attending the academy. Most importantly Klassie Academy will offer all possible access to parents. Parents will know what is going on with their children throughout the day, and parents will know all planned activities of the academy. If we as a business deliver all of those things the business will be sold globally. Determine and Detail the optimum pricing strategy According to our text there are a lot of pricing issues that concern marketers. “Marketers have to understand how...
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...Children represent society’s future and should be protected from harm. Argue that current practices in marketing to children are OK and do not need further regulation. Introduction Since the new millennium era, marketing has an important role in society as the concept changed from being an efficient producer to social marketing concept. By implementing this concept which prioritises consumers’ satisfaction, both producer and consumer have benefits (Solomon et al. 2006, p. 14). As this is going on, beside the profits, producer also gets the chance to build a long term relationship with the consumer, which is one of the Integrated Marketing Communication (IMC) characteristics (Solomon et al. 2006, p. 389). This leads to the topic of this report which is stated that marketing to children are allowed and do not need a further regulation. This topic is interested to be learnt as children have important role in society’s future and marketing has a big part in their growth. Therefore, this report will explain first the regulation of marketing to children, then point out the important role of marketing for children, and lastly present the parents’ role in this practice. Marketing to Children Regulation in Australia As it is explained above about social marketing concept, it is also believed that a long term relationship can create the long term profitability by establishing good marketing that focus on consumers’ satisfaction and good ethics in the practice (Brubaker 2007, p. 58)...
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...the violent or otherwise controversial advertising seen on television today. The boundaries of what is considered obscene or offensive are being tested every day during that three-minute advertising spot in our television programming. Television advertising is more and more crucial for manufacturers to reach their potential buyers and they use their time to grab the audience's attention. Shocking commercials filled with sex or alcohol that target practically any age group are widely used, even if the commercial makes almost no sense. What advertisers fail to see is the effect these ads have and potential influence on the viewing audience's behavior patterns and the deterioration of our society. Is this what we want when sitting down with family members, young or old? To view unnecessary violence or sexual filth and not have any control other than to scramble for the remote control to quickly change the channel? Legislature should pay a bigger role in dictating what can be done in television commercials to limit the amount of sex, violence and alcohol use. Some sort of censure needs to take place to make it known that many of the behaviors seen in these ads are not acceptable behavior in a polite society. Advertising Of The Past From the beginning, television advertising has become increasingly important for manufacturers to gain the attention of possible consumers. Advertising in the 1950s and 1960s was mainly focused on children audiences without really trying to do...
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...The Ethics of Marketing to Children: The Unethical Side The Ethics of Marketing to Children: The Unethical Side The Ethics of Marketing to Children: The Unethical Side Contents Introduction: What is Unethical Marketing? 2 Why are Children Targeted? 3 How are Children Targeted? 4 Nag Factor 4 Psychology 4 Brand Loyalty 5 Buzz Marketing 5 The Internet 5 Technology 6 Sexualisation of Children 7 Case Studies 8 Jours Après Lunes 8 Pink 9 Conclusion: What can we do? 10 Bibliography 11 Introduction: What is Unethical Marketing? Unethical marketing is a complex topic. Whether practices are considered ethical or not can be openly discussed and examined. It is not until we have a clear understanding of what ethics is that we can begin to examine the unethical side of marketing. Ethics is known as the study and the philosophy of human behaviour, with an emphasis on the determination of right and wrong. For a marketer it refers to rules, such as standards and principles, and the significances of marketing decisions (Ferrell, 2005). Ethical marketing can be defined as “practices that emphasize transparent, trustworthy, and responsible personal and organizational marketing policies and actions that exhibit integrity as well as fairness to consumers and other stakeholders” (Murphy, Laczniak, Bowie and Klein, 2005). If ethical marketing seeks to promote honesty, equality and responsibility, therefore unethical marketing endorses a dishonest...
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...Ethical Challenges in Marketing Communication Ethics play an integral role in the development and sustenance of any personal or business relationship. Ethics determine the acceptable behaviors within a society and the overall behaviors of a business. Marketers must understand the impact ethics have on marketing communications and develop Integrated Marketing Communication (IMC) strategies accordingly. This paper will discuss various ethical challenges facing marketers today, identify internal and external factors on IMC, and formulate two ethical questions based upon the analysis. Ethics in Marketing The practice of ethics within an organization is an important but difficult concept to understand and practice. The reason ethics are difficult to manage is that the concept is so subjective (Duncan 2002, pp. 671). Ethical values differ between societies and individual relationships, therefore a company must decide on an ethical communication strategy and portray it as consistently as possible. Duncan (2002) describes three ethical considerations companies must understand when developing marketing communications and relationships with customers. Stereotyping Stereotyping plays a significant role in developing marketing strategies that are both effective and ethical. "The challenge for brands is to develop messages that strike a chord with targeted audiences without reinforcing negative stereotypes" (pp. 672). Companies must ensure that their marketing tactics...
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...Mohamed 00051742 Wri102,sec17 Nov12,2014 Do advertisements affect children? Most of the ads are targeted to the children, but will the child be affected by the ad he or she watches on the television? Some of the advertisement contains violent acts. For instance, Persil, the washing powder, shows two children fighting and pushing each other, then bloodstain remains on the shirt. Those kinds of advertisements are meant to show that the washing powder will remove any stain. However, some parents complained that those kinds of advertisements affected their children in a negative way and they started copying what they saw. While people are complaining about how advertisements are affecting their children, they forgot that it is their responsibility to guide their children and control what they are watching. Therefore, Advertisements do not affect children in a negative way as most people think. Janice & Ania said, “… Advertisements of junk food should be banned to help fight child obesity.”(N.d, para9). It is widely believed by people that the main reason for obesity. Additionally, people think that advertisements are meant to corrupt child and make then unethical. All these thoughts and confusions are based on inadequate reasoning, which makes their argument invalid in most of the time. For instance, children feel that whenever that the advertisement is colorful and full of cartoon characters, children will be fascinated with the advertisement so that they will be begging...
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...Numerous children are getting hooked right off the bat on high-fat, high caloric garbage snacks. According to Junk Food Junkies, frequently kids discover it is easier to get a fast food nibble than a bite of a nutritional snack (Mooney 2011). Television, the internet, and movies bombard them with advertisements for the latest candy, soda, or chips. Vending machines and à la carte lunch options at school are filled with sugar and fat. Even very young children are regularly eating junk food. As per a Gerber Products study, parents permit ten percent of toddlers to eat candy each and every day. In addition, 21 percent of toddlers eat french fries daily, while 23 percent wash them down with sweetened beverages (Mooney 2011). “It’s a minefield out there for kids. Schools have a big part to play, but kids often are not offered the best choices at school or in the community. It’s up to parents to lead by example,” says Alexandra Salazar, a pediatric nutritionist at the Children’s Hospital at Montefiore in New York City (Mooney 2011). Children in the United States are eating more and more unhealthy foods due to...
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...2014 Abstract Many websites are available on the Internet with information on the various diversity groups in America. The U.S. population’s diversity is influenced by immigration. There are both benefits and challenges to having such a diverse population. Fostering a culture of acceptance in society is key to reaping more benefits and reducing challenges. Mass media has an influential impact in society, perpetuating stereotypes or building appreciation for diversity. If individuals and the U.S can come together, they can reduce prejudice and increase acceptance and tolerance. Final Paper The plethora of information about diversity in the United States can give someone a better understanding than they may have previously had. Through understanding, a person may be able to better relate to someone that is different. Many websites are available on the Internet with information on the various diversity groups in America. The diversity of the U.S. is ever changing with immigration and inter-racial couples having children. As the country becomes more diverse, we will face challenges as well as receive benefits. The key to reaping more benefits, while reducing the challenges, is to foster a culture of acceptance in society. The media plays a large influential role in society and can work to perpetuate stereotypes and prejudice or build appreciation for diversity. Working together, the government and the people...
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...Children and Advertising Advertising is used by organizations as a marketing tool to create brand awareness, persuade consumers, and motivate them to buy. For organizations, consumers play a huge role in helping a firm determine the creation and implementation of an advertising campaign. In an article in Advertising Society and Review the author notes that, “American children view an estimated 40,000 commercials annually” (O'Barr, 2008). Thus, children have the potential to actively participate in family buying decisions. In order to successfully design an advertising campaign towards children, organizations must understand children’s role as consumers, the effect they have on the advertising industry, and how advertising to children helps businesses achieve their objectives. For advertising to children to be advantageous, advertisers must recognize a child’s buying behavior and purchasing power. Advertising to children is defined as using various advertising mediums to promote toys, food, music, films, and clothing to young consumers. Marketers refer to these young consumers as Generation Y. This generation that makes up approximately 28.6% of the population includes toddlers, tweens and teens. Generation Y makes up three distinct markets that include: 1) the primary market 2) the influence market – parental yielding and 3) the future market (McNeal, 1998). Within the primary market, advertisers must see children as an audience that has the capability to purchase...
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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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...discussed the developing effect of consumerism on today’s children, and it impact the identify formation. Despite being raised by altruistic parents, these children end up being callous and mean and are lacking in empathy. Why are children turning this way? This change is the cause of poor parenting and materialism. The vast environment and the ecological system surrounding them influence today’s children. One particular development theory that identify with this issue is the ecological system theory by Bronfebrenner. Ecological systems theory on child development provides an analysis of how it identified five systems, which are microsystem, mesosystem, exosystem, macrosystem and chrono system all affect the development of the child (Shaffer, Kipp, Wood & Willoughby, 2013). Each of these systems contains specific roles that explain how child’s immediate environment to economic and political structures of the society shapes the course of childhood. Harried parenting of micro system to the role of media in advertising of exosystem influence can breed values that differ from their parents. The role of family is an essential component of healthy child development. The family values, socioeconomic status and religion prevailing within a culture, subculture or even neighborhoods can affect family interaction and development of the child (Shaffer et al. 2013). Thus good parenting, effective education and role modeling can help children develop altruistic values that “Consumerism and well-being...
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...Chapter Fourteen Marketing Promotion: Delivering High-Impact Messages Review Questions 1. How has marketing promotion evolved over the past decade? How has technology contributed to the changes? 2. Why is integrated marketing communication such a challenge for marketers? How can marketers encourage teamwork and coordination? 3. Do you think a rational or an emotional premise works better for marketing promotion? Why? Does your answer change across product categories? Use examples to support your perspective. 4. Why are the key risks and the potential rewards of product placement in both movies and television? Do think this promotional tool will continue to grow? Why or why not? 5. What ethical issues have emerged as marketers explore new ways of grabbing consumer attention? Use examples to support your points. 6. Do you think that cable television advertising spending will eventually eclipse network television advertising spending? Why or why not? 7. Given that each type of media offers strengths and drawbacks, what factors should you consider in developing a media plan for a specific product? 8. What are the advantages and disadvantages of publicity? Is it ethical for marketers to try to influence the media? Explain your answer...
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...literature review will be childhood obesity among American children between the ages of five and eighteen years. Most parents are not aware that their children have problems until they become overweight. For instance, in a survey conducted by the World Health Organization (WHO) in 2011, about 49% of American parents believed that their children were of average size. However, after physical examinations, a team of physicians classified them as overweight. Central adiposity is one of the symptoms of childhood obesity. Children with excessive accumulation of fat around the abdominal area are either overweight or obese. Inability to cope with abrupt physical activities is another symptom. Numerous studies indicate that overweight children have diminished physical stamina because their bodies carry excess weight. Snoring is the other notable symptom of childhood obesity. As fat accumulates around the neck region, it obstructs the windpipe leading to snoring among children. Childhood obesity is now a pandemic in the U.S, and has become a national health crisis. One in every three children in America aged between two and eighteen years are considered overweight or obese. The life-threatening problems of obesity create a critical and compelling call for action that should not be ignored. According to numerous sources obesity is related to about 112,000 deaths in America every year and increasing. Furthermore, about one third of the children born in 2010 will develop diabetes in their lifetime...
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...Research Methods Project Report Ethical Concerns of Marketing towards Children Submitted to: Fatima Saman Qaisar Date: 30th November, 2013 FAST School of Business National University of Computer & Emerging Sciences Acknowledgements Thanks to Allah-The Almighty who helped us in completing this tremendous task. Then we would like to offer our very special thanks to our respected instructor, Miss Fatima Saman Qaisar, whose constant and untiring support helped us at every stage of the project. Without her devoted and sincere assistance, we would never have been able to complete this project in an organized way. Last but not the least, we would also like to offer our thanks to our parents and our friends who supported us at every stage of completion of this task. TABLE OF CONTENTS List of Tables iv Executive summary 1 Introduction 2 Background 2 Consequences 2 Research Problem 3 Significance of the study to practice and to the wider academic world 4 Research Objectives 4 Research Questions 4 Literature Review 5 Theoretical Framework and Research Objective 23 Purpose of study 23 Research questions 23 Research Hypothesis 24 Theoretical Framework 24 Research Methodology & Methods 26 Research Methodology 26 Research approach and research method 26 Findings 28 Project Management 52 Project Charter 52 Analysis of key findings 54 Conclusion 57 Recommendations 58 Bibliography...
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