Teleflora October 29, 2008Posted by Victoria in Uncategorized.
Concering the Chapter 18 question The Teleflora”s ” Mother of the Year A ward” If I were the director, frist I would have immediately and publically apologized through television to all involved and than by e-mail or postal, send and a personal letter of apology containing a broad explaination of intent to each and every individual affected and offer coupons containing free services from the business. Also, the original Mission Statement would be revised and submitted to all affected.
Special Advertising Situations Assignment: Chapter 18 October 25, 2008Posted by Alicia Revely in admin, Special Advertising Situations.
add a comment
As you’ve seen throughout the term, advertising doesn’t always work as planned. Back in May, florist Teleflora’s Mother’s Day Mother of the Year award. They faced backlash from adoption blogs for initially describing stepmothers, adoptive mothers, foster mothers, and other caregivers under the heading “non-mom” and for using disrespectful language like “own children” for biological children and “meth babies” and for totally disregarding the biological mothers of fostered and adopted children. Despite only minimal media coverage, Teleflora responded to some of these concerns by changing the category title from “non-mom” to “adopting mom” even though that doesn’t effectively describe the category and by issuing a statement:
Teleflora is immediately changing the name of our “Non-Mom” category to “Adopting Moms”. After closer examination, we can see how this may have been offensive to moms who have adopted children — moms who are indeed real moms to their children in every sense of the word. In fact, many of us at Teleflora are .adopting. parents ourselves, including our president and owner. The essence of this category still focuses on a grandparent, neighbor, step mom, or mom to adopted or foster children, each one raising and loving a child.
This show of insensitivity on our part was in no way intended and we deeply apologize for any concern or distress we may have caused. It was always our intent to salute and celebrate all moms.
As your assignment, pretend <em>you</em> were the director of this ad campaign. What would your response have been when concerns about the message was raised? Would you react as soon as you realize bloggers are discussing the issue or not until it gets wider play? How would you win back customers who’d been offended by your initial campaign? What have you learned in this class that could have helped you prevent such problems in the first place?
chapter 6 strategic research October 16, 2008Posted by abmeyer in Uncategorized.
1 comment so far
In the KoolMixx cigarette ad, the target group appears to be hip-hop music enthusiast by the DJ mixer in the ad. I think most people would say that the majority of hip-hop fans range from teenagers to people in their 20’s. The ad agency could have used qantitative research amoung cigarette customers and referanced that data with hip-hop customers. I think this ad would have reached the target groups well because not only is this a ad but Kool was sponsoring a DJ competition so the competition would have been publicized across the country leading up to the event. To research afterwards if the ad was effective they could have surveyed at the festival to see how many people were smoking Kool’s .
In the “WANTED” womans marine ad (#10) you can tell that this ad is directed toward women with the lady marine above the other men as she looks like she is in command and leading the group. Some easy secondary research could have been used to see how many woman are in leadership positions in there jobs. Since this would be just an ad for a magazine it would have to placed in the correct magazine to reach the target audience, but if it were in the correct magazine i think this ad could be effective because of how superior it makes the woman look. When woman enrol in the marines it could be noted if they want to sign up for leadership roles and where they want to go in there marine career to see which ads are effective.
In the “Holliday Pleasure” ad my Newport cigarettes white males seem to be the target of this ad, with the white male being the focal point of the diverse group. The ad agency had to do some priamary research to find out that only one in four white smokers prefer menthol, this ad would be trying to increase menthol sales to white people. To see if this ad was effective, after the ad campaign the agency could have studied the increase of white customers to menthol cigarettes.
Strategic Planning Assignment: Chapter 7 October 16, 2008Posted by Alicia Revely in Uncategorized.
add a comment
This assignment will be fairly straightforward. Go to YouTube and find a commercial you’ve seen recently. Make a link to this commercial in your post and give a short description of its contents. Then discuss three aspects of strategic planning that may have been used in designing this commercial and how they apply.
Strategic Research Assignment: Chapter 6 October 9, 2008Posted by Alicia Revely in admin, Strategic Research.
Choose three advertisements from either of the slide shows and discuss what specific audience is being targeted in each and how you can tell. Make some guesses about what kinds of strategic research could have been used in obtaining that targeting data. Analyze how well you think the advertisements would have reached people in the target groups and what strategic research could have be done to test this effectiveness.
italian detergent October 9, 2008Posted by adterzieva in Uncategorized.
Tags: Add new tag
When I first saw this ad I couldn’t believe that it was ever aired on national television. This ad can be seen as very offensive not only to the obvious which is the black population but also Italian man. First black people can see it as being inappropriate because it separates their race from another. The subject of racial difference is all ready an sensitive topic for many people, to just post up a commercial like this one can start many disagreements on both Italian race and the black race. Second, Italian man can see it as offensive because it makes all Italian males look like dorks that can not satisfy their women, that wear their “tightie whities”, and have no sense of style.
To make this commercial more sensitive I think the company would have to throw away some of the racial stereotyping that’s in it. Having the black male pop up of the laundry and right after it saying “black is better” can be seen as humorous to some people but very offensive to others, therefore taking it off the ad might make it a little more appropriate. Rather then having that statement out there they could use other techniques to make this ad funny and appealing to viewers. Advertiser should have been able to see how this ad would race problems. It is not ethical to stereotype if the first place but to make it that obvious is a little out of hand.
In addiction to make this ad more proper the company could have compared something different like a woman doing here laundry in a black and white scene and as she is doing that, she looks unpleased and disappointed. In later scene the same girl doing the laundry in a colored scene looking very happy and pleased with her man right next to her. There are many way this commercial could have been successful without using racial differences like the difference between “colored race” and “Caucasian race”
An ad that I think could have been seen as problematic is the ad that Britney Spears had for her perfume. The ad was looked at too sexy and promiscuous. It had Britney rolling around bed with barely any cloths with this guy. Many people can find it as offensive because of their religious believes or values. A lot of people talked about it and thought it was inappropriate. Personally I did not have any problems with it because the channels and the time this ad was played did not really reach young audience.
Ch. 5 October 8, 2008Posted by mlchasteen in Uncategorized.
The target audience for whiteners is anyone from late teen to 50’s. I think it targets a huge range of people simple because most people want a bright, white smile. I can tell because the girls in the ad have amazing straight white teeth that a lot of consumers want. I am apart of the demographic user group because the young women on their advertising make it apparent. This product is a necessity to fit-in our materialistic lives.
I am a consumer of Gatorade but I do not feel as though I’m the target audience. I think the target audience is athletes that need to get re-hydrated quickly. Although I’m not an athlete I still need my hydration. Most ads for Gatorade are athletes winning a game or finishing a race. I choose Gatorade even though I’m not in the target audience because I like it and it helps my headaches. It fits my needs as a consumer and even though I am not targeted I am still a buyer.
SHOOT and SCORE October 7, 2008Posted by tylerc5 in Uncategorized.
I am a typical user of Michael Jordan shoe brand and have been since my days in middle school. I have worn them for many reasons, to satisfy my athletic needs with comfort and support, they satisfy my social needs being very common apparel with a high price tag and very fashionable to wear out so I would likely be the target audience for these products because these are some of the needs and wants of there consumers. The brand is credible and believable, being that they are branded by the greatest athlete ever. As a demographic user of this product I, just like many others in the tristate area, have many different uses for these shoes and they help us to achieve the image we try to portray. In contrast I am likely an a-typical user of ladies Avon facial cremes. I Have used these habitually for the last 5 years because they give me the desired feeling of soft and smooth as well as a pleasant scent that I am looking for in a lotion. They tend not to irritate after shaving and do not leave me with oily breakouts in the following days. I am sure that there is something out for men out that will do the same but I am a lagard. Obviously, the target market is well known as women of almost all ages who desire soft, young looking skin indicated use after washing or even when removing makeup. I will continue to use these products even though they are expensive, when It comes to the lotion industry or the shoe industry you sure will get exactly what you pay for.
crest commercials chapter 2 October 7, 2008Posted by pitst74 in Uncategorized.
I have viewed all of the crest commercials in my assignment and this is how I feel about them. P&G has had no trouble in the sucess of who and how they portray their product. when it comes to social issues I believe that it is addressed in their ads. They use a wide array of races and and both sexes to convey the message. class tends to be more of the norm just typical beings in a everyday setting. Now when you use someone like Emeril in your ad then you have moved up a notch as far as social status but I don’t think thats what is on their mind. Emeril is known for his signiture BAM! and they are trying to say that in his ad. P&G uses young and old alike in ads, male and females, families and individuals, such as they Adams family in the early 1970’s.All ethicities are portrayed and you can’t really tell about their income status. The people viewing these commercials would be your everyday typical family that could enjoy a good quality commercial and in some casees a laugh. You really have no way of proving this it is just a hypothetical guess. I believe that crest in into shape a target market of thier own rater than try to mirror any of its competitors. crest is setting themselves apart from the rest. Crest is changing the way people take of their oral hygeine by virtually laying out facts in their ads. By targeting the likes of kids with Crest for kids and its line of whightening products touch bases with all ages and genders and races. This particular ad is dated, but is a good example of how crest is still using the everyday person and message to convey to its audience. this ad was found on youtube.com. http://www.youtube.com/watch?v=sFfVOjHrbgU