Download Week 1: Introducing Advertising, PR and an

Week 1: Introducing Advertising, PR and
an Integrated Approach to Marketing
Communication (IMC) - Discussion
The Persuaders (graded)
Please watch The Persuaders at
PBS.org (http://www.pbs.org/wgbh/pages/frontline/video/flv/generic.html?s=frol02p74&continuous=1)
What do you think of The Persuaders? Do you agree that the environment is cluttered with too many brand
messages? How would you communicate the idea of luxury in a 30-second television advertisement?
Responses
Response
Ad
Agencies
Author
Dr. Sowma
Date/Time
8/27/2012 2:07:52 PM
Hi Class, let’s jump right in!
Our second topic of discussion in Week 1 is a follow-up to our first topic that describes an IMC. In
addition to the opening post video and questions regarding The Persuaders, consider the following
thoughts and questions throughout the week as well;
Look at the players! Go to Adbrands to see a list of the top agencies in the United States. WOW – That
is an impressive list. Scroll past the second list of other agencies to reveal a third list of media agencies.
I suggest you choose two agencies and visit their web sites. You will probably need to enter the actual
name of your selections to get to its actual web site.
There is a relatively high expectation on an ad agency to positively impact the business of the
customers it serves.
-
What might a customer look for in the agency it hires?
-
What do you notice about how these agencies present themselves?
RE: Ad
Agencies Jennifer Morris
9/7/2012 9:43:40 PM
I would say qualities that a customer might look for in an agency are:
1. Knowledge and experience in the industry you work in.
2. Previous Campaigns/Work that they have done with other clients.
3. Clients they have worked with in the past - this can show how much
integrity the advertising agency might have.
4. A solid creative team.
RE: Ad
Agencies Seena Rose
9/9/2012 8:36:36 PM
I looked at Cramer-Krasselt and Hill and Knowlton Strategies websites. Cramer
Krasselt's website really intrigued me. I liked how as soon as you open the website
you can click on videos of previous advertisements they have done. If you just scroll
over the video without clicking on it, the pictures are manipulated (pretty cool). The
website tells stories of how they made huge success with past companies such as
Air Tran Airways in Milwaukee. They believe in commitment, building a bond or
relationship, and changing a behavior. Hill and Knowlton's website was not as
interesting as Cramer Krasselt. They offer many services which is a plus. It's
important to look at past trends/history. Both these companies have been around for
a long time and have been very successful.
RE: Ad
Agencies Sean Peotter
9/5/2012 4:11:32 PM
A customer will most likely look at several different aspects of an Ad Agency before they
hire one:
1. Track record.
2. Current and past clients of the ad agency.
3. Cost.
4. Style (they would want an ad agency who's style closely matches that of the company).
From viewing the web sites of some of the ad agencies they seem to present themselves in a
very similar manner:
1. They showcase some of their past ads/clients.
2. They tell you who works for them.
RE: Ad
Agencies Edward Purvis
9/5/2012 5:23:05 PM
I have to agree, seeing who their past clients were and how
successful they were in getting a client's products to customers would
tell you a lot about the success or failure of the agency.
RE: Ad
Agencies Ryan Hahn
9/5/2012 5:35:51 PM
If I were an agency I would first like to see the work they have done
previously with other companies that are in my companies related field. And
if possible, look at the outcome of the advertisements by viewing the
companies profits, if it went up or down after their ad was up.
I checked out both Razorfish and BBDO and if you haven't already you need
to check out Razorfish's website! They have a camera in each on of their
offices and you can watch the employees work, it is really fascinating. The
difference between the two websites is BBDO is a very simple layout, but
straight to the point showing their top ads they have recently made. Razorfish
on the other hand is flashier. Though Razorfish has a better website, I would
choose BBDO over the other. I believe that BBDO has better quality
advertisements which capture the consumers interest.
RE: Ad
Agencies Herbert Martin
9/4/2012 9:31:35 PM
Dr.Soma, at first I was overwhelmed at all the advertisements.
It's like going into a live art museum.
There is a lot of clutter, for those who live there. For the
visitor it's probably quite interesting and may draw them to
the product.
What I did like about the Persuaders, is how advertisement
agencies are comparing the consumers life style with the
product. They are capturing moments and placing it with the
product.
The airline Song is over the top. It's very interesting
concept,but a little confusing to the older generation. But I do
like how they came up with their target market, using a
persons lifestyle for flying.
RE: Ad
Agencies Daniel Kuhfal
9/4/2012 12:53:39 PM
Dr. Sowma I just took a look at the Ad brands you told use to and I got to say
they all look vary classy or at the least attention garbing especially Zenith and
Starcom. As to answer the questions you have asked professor as to the
factors a customer would look for in a agency it hires their is probably a
whole bunch of reason here are 3 i think are most powerful; first I am said to
say is price it doesn't matter how much you want something if you can not
afford it so when you look at any agency in any field one of the areas you
have to look at is price, second you want to look at experience if you have a
vision of what you want look at previous jobs that have been done by
company and see which one is best capable of doing it to your vision, third
connections some times its not what you know but who you know it this
world (a sad truth but a powerful one I mean look at former President Bush
he knew the right people and was able to get the White House) it can play out
a lot of way like you want the credibility or good name of someone on your
project or you give the job to someone in a agency and their brother-in law
helps you out on distribution (it pays to network although sometimes as we
have seen in the news it can hurt you latter).
As to how these agencies present themselves (besides the standard navigation
bars and obligatory legal pages and contact pages) they follow one of two
rules from what I saw either they become artsy and hip trying to grab
attention or are serious and about the business a example of the artsy type
would be starcom (http://www.starcomusa.com/) it has images on it home
page and on its following links to grab attention and probably use the premise
of image and thought. the other type business would be Zenith
(http://www.zenithoptimedia.com/zenith/) their isn't as much art or images as
the other sites but their is more information like windows with testimonials
and information also it seems like they offer more information to they
perspective clients. If I were to describe it as two different people I would say
they either look like a young business man more lax and creative or a older
one more disciplined and hard.
RE: Ad
Agencies Dr. Sowma
9/5/2012 1:39:47 PM
Good observations Daniel.
RE: Ad
Agencies Steven Crellin
9/2/2012 11:48:17 AM
I get VERY passionate about this topic.
For some reason, I have been attracted to advertising for as long as I can
remember. I am not creative (at all), so I think what gets me sucked into this
world is the idea of the NEW ways that companies reach me as a consumer or
just a person who sees an advertisment somewhere.
Before I talk about the "Persuaders" (which I did watch....all of it) I want to
talk about a similar movie to this called "The Best Movie Ever Sold". It is a
documentary that came out 2 years ago by Morgan Spurlock (Supersize
Me). This movie just like a lot of "The Persuaders" attacks the idea of
marketing and the "clutter".
Where they are accurate in that advertisments are everywhere and you
literally can't avoid them in most places, I never see an actual answer from
them on what it SHOULD look like.
In "Best Movie Ever Sold", the only resolution was to be simialr to a city in
Brazil where all advertisments were illegal. The city had no color and
everything was natural to the surroundings and the buildings. While this can
be pretty, I find myself missing the creativity of an ad placed somewhere.
The idea stated at the start of the "Persuaders" states that ads are
everywhere. In the train as you travel, in a golf course cup or on a
building. Am I alone in my feelings that this is not always a bad thing? I
mean, take the subway (or the "T" as people in my town of Boston
take). Before American Express (like in the show we just watched) took over
the interior of the subway walls and gave us something to look at, people
never looked out the window. What is so wrong with the idea of now having
something to look at? Whats so wrong with the idea that a creative way of
getting your attention?
I dont mean to rattle off on here, but I really love all advertisments (a lot of
the time, I like the commercials better than the tv shows).
RE: Ad
Agencies Dr. Sowma
9/2/2012 3:00:03 PM
Good start to the discussion.
RE: Ad
Agencies Keisha Serna
9/3/2012 5:22:11 PM
Modified:9/3/2012 5:42 PM
Steven you really have some interesting idea and as you I've have a strong interest
in the advertising part of marketing. You are definably not alone with your ideas.
Yes I agree some ideas can make clutter. I catch myself all the time wondering
"what does this ad have to do with this product" . Some advertising methods can
make too much emotion and you forget what they are even talking about. For
example watch this link on Youtube.com
http://www.youtube.com/watch?v=HkH0J4m5F4g. When I seen this ad for the
first couple time, I was so into what was going on around the man and what was
happening to him that I lost the concept of the commercial. I mean I get it now but
if threw me off at first.
But as you state Steven, I don't think all the advertising is such a bad thing. It’s
good to have things to look at and sometimes it sparks something in you, to either
get something you love or try something new or better. Company's now do good
jobs at letting you know they’re there.
As "The Persuaders" stated, companies are always looking for a break thou when it
comes to advertising there product or service. This in turn is a never ending
process, but that is what business is all about. You compete for power and you
have to get attention. I think what is to come is more innovated marketing methods
that intrigue the consumer and help company's know more about their consumers.
To communicate the idea of luxury in a 30- second advertisement I would first
create a tone that speaks formally and have great visual of the car. The message is
this is luxury performance, luxury furnishings and luxury attachments car(visual
will show this). Adding someone famous is always a good message of
luxury(communicating). Showing reactions to car and confident driver(emotions).
Ending with details of the car (cost, specials, little message that no one can read)
Also adding website onto commerical for extended views and details of the
car(since of more is to come with luxury).
RE: Ad
Agencies Kelly O`Connor
9/5/2012 8:10:00 AM
Hey Keisha!
I too never paid attention to that commercial because that guy is
wierd and I would usually change the channel. Finally one day I
was without my remote and forced to watch it. Now the
commercial is for Toshiba and the man is a test Guinea Pig. His
main point is that Toshiba is only presenting and selling the finest
to the public and this is not a "beta" lap top if you will.
With this in mind, I also agree that not all advertising is clutter. I
feel that it all depends on who the target it. This commercial, the
Toshiba one, in my opinion, seems to be more tailored for the man
18-40, give or take. It is funny, stupid and does have its selling
points on reliability. For me, it is just dumb. Funny thing, when I
get done with this thread, I am going to pick up my new Toshiba
Lap top at Best Buy (thread 1 lol), lol. This commercial definitely
did not sell me on my Toshiba. I bought my Toshiba because I
know the reliability. This will be my 4th Toshiba laptop and all of
them still work.
I have not yet read the below threads, but there is one commercial
that I absolutely adore and it makes me laugh and blush. It is the
Liquid Drain-o Double Impact Commercial. It makes it point in a
very poignant (and hot)
way....http://www.youtube.com/watch?v=Z7fz0jpuLkM retrieved
on September 5, 2012 from You Tube.
RE: Ad
Agencies Cheri Mullins
9/3/2012 10:46:31 AM
Steven, I wouldn't necessarily say The Persuaders is attacking the idea of
marketing so much as they are showing how there are so many
advertisements everywhere. They want you to consider the bombardment
of so many ads makes us immune to the messages we see every waking
moment when we leave our homes. They bring valid points of what I have
seen over my lifetime. When I was a kid...this would be the 70's...when
you watched one of the 3 channels available, the only places you saw
advertisements besides commercials was in football games and game
shows. When you watched a program, all the labels were fictitious. As
advertising and marketing avenues changed, I noticed the product
placement. Sometimes it is a nice fit but most of the time it is so very
obvious and unappealing.
They also presented how there is a defined science to determining a target
market and reaching them. There are different methods that companies
are willing to pay for but each company is "buying" a service to promote
the sale of their product on the perceived value of the respective
methods. I tend to like this aspect because it is something I can get into
as a character and I love the various methods behind the "madness." The
last gentleman that uses words to draw people into the cause or position is
something I have tried to do for years. I love to do this, as well as add
multiple meanings to a phrase by slightly changing a word.
Now to answer a couple questions posed by Professor Sowma.
What might a customer look for in the agency it hires? I think the biggest
thing a company looks for is how well the firm they choose will mesh with
their overall mission/message. Most companies don't mind going "outside
the box" with their campaigns when they believe the agency they hire is on
the same page with the overall message to be delivered to a
specific demographic. This is very apparent in a fabulous show I watched
earlier this year called The Pitch, which was on right after Mad Men....how
cool was that?? Old school advertising followed by new school! In case
you might not have seen The Pitch, here is a link to their site:
http://www.amctv.com/shows/the-pitch The show overall has mixed
reviews but I am happy to know it is returning in the Spring.
What do you notice about how these agencies present
themselves? They present themselves as the "premiere" agency to reach
desired customers. One company expressed its ability to meet the
worldwide market that all companies need today. Many of the names
imply status and/or excellence....Carat, Star, Opti. What I found most
interesting about the Adbrands site overall is how nearly every page it
linked to had a DeVry ad attached to it.
RE: Ad
Agencies Dr. Sowma
9/3/2012 12:50:11 PM
Good post Cheri.
RE: Ad
Agencies Steven Crellin
9/4/2012 1:41:56 PM
Cheri, I agree with eveyrthing you just said. But rewatch
that first 5 min again. The idea they are getting at is the
"clutter".
I agree that they are not directly attacking the ad world like
the movie I was talking about in the same post. I guess that
first few minutes left me scratching my head because if the
clutter was not there....I dont know. The whole premise was
that the clutter makes you numb is a great
observation. There is the one scene in the video where the
guy is walking down a street with literally hundreds of
tequila posters up together. THAT was a clutter and you
became numb to the actual product you saw. I think it was
Jose Cuervo, but after seeing them lined up for 10 min, who
the hell remembers what it was right?
The thing that really gets me annoyed in the rant above is
the idea that we should be in a world without
advertising. That is insane to me. No business would ever
grow without it. I understand that it would be "cleaner"(by
their standards), but it would not be a place I would enjoy
more at all. I just take it personally when people like
Morgan Spurlok make it a point to say how bad the
advertising companies are fo doing this.
RE: Ad
Agencies Robin Heffernan
9/4/2012 11:27:57
PM
Modified:9/4/2012 11:35 PM
Steven and Cherri, I agree with both of you on
certain points.
I live right outside of New York City. I take the
path train into the city. The city is definitely
cluttered with advertisements, especially in certain
areas. I don't even look up at them. I don't even
notice what is being advertised in the ones that I do
glance at. Billboards are everywhere. I think they
are everywhere and we don't even stop to read into
them. When I buy a magazine and I have time to
relax and read a magazine of my choice, I look at
the advertisments. Also, once in a while on the
train, I will read the ads.
I do also agree that advertising is beneficial to both
the company and the consumer. If there was not
advertising, as consumers we would not know what
is offered out there or what new products may
benefit us. Or what is bad for us. Some are
informative. Some are ideas. Even with having
access to the internet, if you don't know something
exists, you may not look for it and that's when
advertisment is beneficial to us.
RE: Ad
Agencies Kelly O`Connor
9/7/2012 9:31:33
AM
Hey Robin!
I will start off by just stating that I can
understand why people may feel the
overabundance of advertisements in NYC is
clutter, especially as a person with mild OCD
lol.
But, like you, I live outside of NYC, about 1 1/2
hours from Manhattan and when I do travel to
the city, I take the MetroNorth and get off in
Grand Central station. From the time I get to
the Poughkeepsie train station, my start point,
there are a plethora of ads on the train, the
platforms, every where you look. Now, as you
probably remember, the first few times when
you into NYC, OMG you can have sensory
overload to the extreme. I used to get a soar
neck from looking at everything and needed
break times for quiet, however now, like you, I
pay almost no attention to it. I will review ads
on my own time, personally doing what I like.
NYC is a travel destination for many. People
want the lights and sounds of 34th
street,Broadway, SoHo and the Village. I think
that after so long, one just knows how to filter
and mute the information that is in front of
them. We can become numb to advertising. I
further feel that this is where advertising can
become the most trickiest...in areas such as
NYC where you pretty much have to shout over
the world yo get anything across.
RE: Ad
Agencies Dr. Sowma
9/5/2012 1:43:43
PM
AND, I agree with your points Robin :)
I will say though that not everyone will
think the same and it's our job to
understand that. Another student may pay
some attention to the billboards but not
look at magazine ads. The important thing
for us is to know what and why, so we'll
know what's best for a given company's
IMC plan.
RE: Ad
Agencies Edward Purvis
9/5/2012 5:28:02
PM
Robin I was born and raised in New
York. When I look back on my child hood
neighborhood. I don't recall a lot of
advertising as I see today. Its like an
invasion of billboards, commercials
flashing from giant TVs in times
square. Its like every where you look there
is a company trying to get you interested in
their products or service.
RE: Ad
Agencies Gerald Charles
9/4/2012 6:20:26 PM
When I read the different media adds posted through the
link, I have to say, it's impressive because I have not heard
much about these media companies but some great ideas or
links from them.
Now to answer the questions below.
What might a customer look for in the agency it hires,
most
customers are really more interested in lenght of time the
agency has been in business. Most importantly, they are
looking for a mission statement that actually stands out from
the rest. I know personally, I were to look for an agency, I
would like the first impression and how I'm treated, how
they take care of their customers not just now but in the past
through good times and bad times. I would also like to here
to statements/reviews from current or past customers.
What do you notice about how these agencies present
themselves? they presented themselves in a elegant
way that
actually grabbed my attention and how they focus more of
the desired needs towards the customers and making sure
they are satisfied. The way they campaign a lot abroad
really set the stage for how all if not most companies needs
to advertise.
RE: Ad
Agencies Freddy De La Cruz
9/5/2012 12:36:12 PM
Great post Steven, I have not watched the video yet as I certainly will
so I can discuss things better with my classmates but I will contribute
with some factors that have been brought to my attention. It is true
that advertisement now at days are every where to the point that I can
not recall a time not seeing one unless we are in the wilderness. Still
even if we have a phone or computer are we prone to see
advertisements. Now I do not know if I can love advertisements but I
will agree with you that they do bring a vibe and color to our streets
that at times it is what can make us laugh or think while we're stuck
in traffic or waiting for something. Then again their attraction to us
can cause us an accident, that is why I believe advertisement should
be shown on a computer or on another outlet. Overall, great post
Steven.
RE: Ad
Agencies Anne Zimmerman
9/5/2012 4:44:44 PM
Hi Steven!
I live in the Chicago area. There is no "Times Square" type clutter in
the downtown areas of Chicago. But, recently in the news, it was
suggested that maybe there should be to help get revenue for the
building landlords/owners. Charging "rent" I guess to the advertisers
would help offset some of the expenses of running a big
building. This has caused quite a conversation. Some want the city
kept "clean" of advertising, while others see it as a money maker. Of
course, Chicago already has advertising around the city....but nothing
like Times Square. Here's an
article: http://articles.chicagotribune.com/2012-01-19/news/ct-metkamin-signs-0119-20120119_1_high-rise-signs-peter-strazzabosconuveen
I agree that some advertising is like entertainment while sitting in the
bus or on the subway. However, when I'm traveling into a new area
in the car and read one billboard after another (and some are kind of
seedy), I wonder what kind of town allows that as a "welcome to our
area". Seems as though there is a time and place for advertisements
and clutter.
RE: Ad
Agencies Herbert Martin
9/6/2012 9:19:32 PM
Anne, you make an interesting point about a
time and place for advertisment.
Wouldn't that also apply to billboard and
television ads?
When I was growing up there were no
provocative ads or television shows on tv until
after ten o'clock.
In today's society, there is no time constraint
when an ad can be displayed or posted for all to
see. Hence the clutter of advertisment.
One interesting think I picked up on the
persuaders, advertisers have too work really
hard to get our attention, because of the clutter
and how people are so inundated with
advertisements.
I find it interesting how products are being
connected to a persons life style.
RE: Ad
Agencies Freddy De La Cruz
9/7/2012 12:15:44 AM
Anne that is a very interesting point that I believe certainly
city's like Chiacago or Los Angeles may follow like Times
Square. Of course it should not be like this through out the
whole city but needless to say that Time Square was formed
in a special way that only that section would support the
large number of billboards and advertisements. Therefor it
will not affect the outer parts of the city around Time
Square. Now I do believe it can attract people and also bring
a large number of revenues. That is why I do not believe it is
a bad idea at all. Especially if the expenses on those building
can be high. Also companies would like to get out there with
a bang and attract much more customers. Certainly it has
helped those that advertise around in Time Sqaure. Look at
fifth avenue (outside of Time Square) and the numbers of
store they have, also an Amercan Eagle, Forver21 (3 floors),
and a big Lego store that are always packed with customers.
Certainly they do not mind paying big bucks if they are
bringing in a larger number of revenue. Overall, great post
Anne!
RE: Ad
Agencies Dr. Sowma
9/6/2012 12:26:48 PM
Excellent points Anne. The "clean" look versus deriving ad
revenues is only going to get bigger, worse, and more
widespread; many times it is visual pollution, but it can also
do good as well. I think my favorite is the space company in
Europe that's trying to put together a complete manned Mars
mission via associated ad revenues.
Anyway, generating offsetting ad revenues is always one of
the first thoughts about overcoming deficits and a great
example to bring up in class!
RE: Ad
Agencies Victoria Minos
9/2/2012 10:23:03 PM
- Capabilities
- Responsiveness
- Relevant Experience
- Philosophy and Personality
The critical thing is that each client has a unique "shape" to their needs and operations. The
more closely your agency fits this shape, the happier you will both be. From our experience,
this fit is the biggest determinant of the success of the relationship. If the fit is good, the two
organizations work smoothly as a team and effectively react to changes in the surrounding
environment. If the fit is bad, any external shock causes the gears to grind and break.
- What do you notice about how these agencies present themselves?
Agencies always send their top talent to the sales pitch. When making your decision to hire,
you need to be certain that the talent you fall in love with at the dog-and-pony show will be
the ones doing the work on your behalf. To often, agencies pull a bait-and-switch (i.e.,
seasoned talent conduct sales pitches and junior talent does the work back at the shop). This
scenario can result in an agency relationship that fails to live up expectations
http://www.linkedin.com/answers/productmanagement/branding/PRM_BRA/45549-4291666
RE: Ad
Agencies Steven Crellin
9/3/2012 8:59:04 AM
The "dog and pony show" line was great!
You nailed a very good point. Not only does the presentation have to
be great, because it will. The people making the sales ptich should be
the best as making that pitch right? So as soon as you get behind the
show, you will have to know that working with that person will be a
hug part of your job.
This person will be representing or like you said, "doing the work on
your behalf". They have to be great.
I think of that show "Mad Men". I am sure this show will come up a
lot in this class right? Those people have to really be in touch with
the ad campaign to a fault. They need to know everything about the
product. They need to know about the research you have done on it
as well as the target market you see. They may have their own
version of the target market and how to reach them on an advertising
level, but the idea is there that you need to have a lot of trust in these
people to actually know the product they will be selling.
I also think a major thing to look at is the history of the sales
person. if they have a deep history in tech advertising, this may be a
great fit if this is your advertising product line. If you are selling
makeup, it may not be.
RE: Ad
Agencies Herbert Martin
9/8/2012 12:45:29 PM
Steven, I think the best way to promote a companies
product is too get to know the company and their
products, become one with both.
I am in the construction business,when I am pursuing
a new customer I go and see their product first hand
and speak with the installers and other suppliers and
customers.
I want to know their likes and dislikes, this will aid me
with presenting an effective presentation during my
meeting.
Persuaders
Daniel Kuhfal
9/3/2012 2:12:50 PM
The Persuaders seemed like it was trying to educate people to the fact that we live in a
marketing environment, it also brought up the point that when you advertise to
someone that you don't have always be big budget but can be affordable also when
you go after a audience you can aim not only for the head but also the heart. To the
question that we are cluttered with too many messages I have to agree with its
statement. At the begging of the video you can see New York every where you look
their is some sort of brand message and to quote the video "it has grown a second
skin", it doesn't stop their as you watch you can see that the industry is in some kind of
vicious cycle of brand messaging and to stop would lead to a businesses failure
because the competition would take advantage. To communicate luxury in 30 seconds
on a TV ad first thing first I would see what has been successful (I'm a Mac and I'm
PC (http://www.youtube.com/watch?v=v8UxyJewd3Q&feature=related)) and what
isn't (Microsoft's Seinfeld commercials
(http://www.youtube.com/watch?v=CNR43ICf--0)), also I would start testing groups
of my target markets to figure out what they like and don't like. Once I get my
information I would then decide if I am targeting their heart or their head, finally I
would show them a TV spot that connects with my audience that shows the luxury of
the product to them like this commercial (http://www.youtube.com/watch?v=3pV9xycrRc) show them something luxurious and then connect that to the product
(associated memories).
RE:
Persuaders Roger Dubreuil
9/4/2012 8:25:05 PM
I have to agree that their is a lot of "clutter" out there, as you can't go
anywhere or do anything without seeing an advertisement of some kind. I
think the internet is a great example of how advertisements cause a lot of
clutter. Most websites have advertisement banners throughout the site and
many utilize popups despite our attempts at blocking them. As they said in
the Persuaders, marketers have to change up their tactics to keep us
consumers responding to what they are putting out. Commercials you see
today are a lot different than commercials we saw 20 years ago.
RE:
Persuaders Andrew March
9/4/2012 9:16:53 AM
The Persuaders was a great film on educating and trying to bring awareness
to consumers. I feel and think that we do obviously live in a society where
individuals are bombarded with advertisements, commercials, etc. but to
really capture the attention of individuals I feel that companies really do have
to connect with the individual on an emotional and cultural level, for instance
Apple has executed this fulfillment by the one commercial of the people in all
black but only shows the white cord from the head phones. I feel and think
that Apple really captured peoples attention with a commercial with the one I
just discussed is because it made individuals overly eager to want to turn on
their i-pod and listen to their music. There is a saying that goes "music is life"
and I really feel that Apple has realized how much people do love their music,
and that is how their commercial implemented into the effect it did.
Opportunity
Knocks
Dr. Sowma
9/4/2012 12:29:25 PM
An important part of marketing or any aspect of business is the need to analyze your situation. At the
core, we must understand what opportunities exist in the market and what our competition is doing.
In this light, what is an opportunity analysis? What about a competitive analysis? What goes into
making them? Can you give a real-life example of either?
RE:
Edward Purvis
9/5/2012 5:42:07 PM
Opportunity
Knocks
In another marketing class I took we did a SWOT analysis. This is a format
used to see your internal and external weaknesses and strengths as compared
to your competitors. Performing this analysis helps in see opportunities to get
ahead of your competitors in the market.
RE:
Opportunity Dr. Sowma
Knocks
9/6/2012 12:29:30 PM
Good point and that's true. There is a lot of overlap, but I want us to
focus on understanding these new analytical methods here.
RE:
Opportunity Edith Cazares
Knocks
9/6/2012 7:31:46 PM
I remember this too! A SWOT analysis is a great way to start
analysis opportunities. An opportunity analysis is an analysis of
opportunities to increase sales. Once you can create this analysis you
can create a plan to conquer your opportunities and produce that
revenue. A competitive analysis is used to point out your competitors
strengths and weakness and use it to your advantage to better your
business sales.
RE:
Opportunity Victoria Minos
Knocks
9/4/2012 2:55:58 PM
Market Opportunity Analysis is concerned with the acquisition, codification, analysis and
presentation of market information that describes and predicts the size, distribution and
growth of the market opportunity.
Competitive analysis, as the name implies, is an exploration of the companies in a given
industry sector or market niche that are competing with your company’s products or
services for market share. The analysis may be an in-depth exploration of the top five
competitors, or a larger number of competitors could be examined (typically with less
depth in the analysis). In most cases, the client will have identified the target competitors
for you.
The primary benefits of any competitive analysis are a better understanding of what your
competitors are doing, what they are offering to customers, and how to maintain your
competitive advantage. The findings from this analysis are likely to factor strongly into
your own company’s strategic planning. However, this is definitely not the only take-away
from the process of analyzing competitors.
http://www.boxesandarrows.com/view/competitive_analysis_understanding_the_market_c
ontext
RE:
Opportunity Dr. Sowma
Knocks
9/5/2012 1:44:56 PM
Great Victoria, thorough but concise!
RE:
Opportunity Jennifer Kachikian
Knocks
9/5/2012 10:20:47 PM
Opportunity Analysis is An application of forecasting techniques to the
market factors that may influence the demand for a product identified as a
market opportunity. The purpose of the competitive analysis is to determine
the strengths and weaknesses of the competitors within your market,
strategies that will provide you with a distinct advantage, the barriers that can
be developed in order to prevent competition from entering your market, and
any weaknesses that can be exploited within the product development cycle.
Competitor analysis has several important roles in strategic planning::::
"To help management understand their competitive advantages/disadvantages
relative to competitors. To generate understanding of competitors’ past,
present (and most importantly) future strategies. To provide an informed
basis to develop strategies to achieve competitive advantage in the future. To
help forecast the returns that may be made from future investments."
Reference: competitor analysis
RE:
Opportunity Sean Peotter
Knocks
9/8/2012 2:27:13 AM
Market Opportunity Analysis is concerned with the acquisition, codification, analysis and
presentation of market information that describes and predicts the size, distribution and
growth of the market opportunity. A competitive analysis is a critical part of your company
marketing plan. With this evaluation, you can establish what makes your product or service
unique--and therefore what attributes you play up in order to attract your target market.
RE:
Opportunity Ryan Hahn
Knocks
9/7/2012 4:48:17 PM
From our text book,
An opportunity analysis is a careful analysis of the marketplace that should
lead to alternative market opportunities for existing product lines in current or
new markets, new products for current markets, or new products for new
markets. A real-life example of this is a company that I am going to start that
manufactures and sells musical instrument accessories. One of the ideas is to
create a flavored guitar pick which will be a new product for a current market.
A competitive analysis is a way for a manager to analyze the competition to
be faces in the marketplace. This can be done from direct brand competition
to indirect forms of competition such as product substitutes.
RE:
Opportunity Jennifer Kachikian
Knocks
9/9/2012 11:15:25 PM
The opportunity analyst provides this understanding by analyzing
customer/market buying behavior and spending on the demand-side as well as
our and competitor revenue on the supply-side within the unit’s key market
segments. They analyze market, customer, competitor and economic trends
and forecasts, and use that information to formulate hypotheses about the
parameters that drive demand within their market segments.
The competitive analysis process presents an opportunity to describe your
major competitors in terms of the factors that most influence revenues. This
may include your competitor’s growth, market share, image, or and any
attributes you consider important. Reference: http://articles.mplans.com/
Advertising
in Sin CIty
Justin DeMoulin
9/4/2012 12:52:09 PM
I live in Las Vegas, NV and this is a very interesting city when it comes to
advertising. The two biggest themes here are sex and luxury. Everywhere you look,
there are more than half naked women (and sometimes men) being used to advertise
just about everything. It can be a shock to the system for people visiting the city, but
it is just the common theme for us locals. This environment is so highly cluttered with
images of sexy bodies and allusions to sex that it is very easy to call it too much. The
other side of things is luxury. The tourism industry is so strong here and full of
customers that want to come here and relax. I see how a lot of the billboards and
moving picture signs work to promote that sense of luxury. Sometimes it is done
through images of massages, banquets of food, and lavish hotel rooms, or even just
very luxuriantly dressed patrons; other times it is done through words. "Act like you
own the place" is one of my favorite billboards that I keep seeing on my way home
from work. Such a statement communicates a sense of luxury in an instant, especially
combined with the aforementioned imagery.
RE:
Advertising Kelly O`Connor
in Sin CIty
9/7/2012 9:41:54 AM
Hey Justin!
I love your state and city and have been there for a few conferences! I agree with
what you are saying 100% on most advertising reflecting sex and luxury...
However, I feel that that is correct for the night time atmosphere and marketing. I
have many friends who take their kids to Vegas with them. They are younger and
could not go into many of the naughty places, lol. I have learned that Vegas is Sin
City by night but a great family destination during the day. There are places to go,
the Hoover Dam, shows for the family, hotels tailored for families, babysitting,
etc. So there is a whole other side to the marketing campaign for Vegas too: family
oriented... by day.
Again, not disagreeing with you at all, just throwing in another aspect of Las Vegas'
Naughty Nights vs. Good Days =)
RE:
Advertising Freddy De La Cruz
in Sin CIty
9/9/2012 2:55:17 PM
I agree with you Kelly, I do believe that Las Vegas has all the right
to actually have advertisement like these after the city has built a
reputation like that. Of course Las Vegas is a city not ment for kids
therefor they can use this to attract the market they are looking for.
Now should Las Vegas change their image by first controlling what
can be advertiste. I believe that they should look for an alternative to
switch advertisement depending on the time of day. Therefor, they
can have advertisement appropriate for kids during the day time and
later at night after a certain time, switched to those looking to target
adults. In doing so that way Las Vegas can keep its reputation but at
the same time become friendly area for kids that has
a potential for growth in this aspect. Overall, great post both Justin
and Kelly!
RE:
Advertising Edward Purvis
in Sin CIty
9/5/2012 5:45:27 PM
I have notice that type of advertising where they use people in just underwear
standing next to signs or business with an advertisement on it just to get
people's attention.
RE:
Advertising Andrew March
in Sin CIty
9/5/2012 11:23:41 AM
I can honestly see why Las Vegas is doing this because whether people like it
or not sex really does sell and gets the attention of a lot of individuals. I can
really see why sex and luxury are the two main points that Vegas wants to hit
because Las Vegas gives off a vibe to individuals that an individual can do
anything they want, and basically sky is the limit. When ever there is heavily
visited tourism destination such as, Vegas, New York or Los Angeles there
will be many advertisements and billboards because these destinations have a
very high traffic rate with individuals from all over the world.
communicate
the idea of
luxury
Claudia Escobar
9/4/2012 4:30:40 PM
You have to really dig into emotional connections with consumer. The rational side of
life isn't enough. We've got too much information. We do not live in the information
age anymore nor do we live in the age of knowledge. We've gone hurtling past that.
Once everybody has information and knowledge, it is no longer a competitive
advantage. We live now in the age of the idea. What consumers want now is an
emotional connection. They want to be able to connect with what's behind the brand,
what's behind the promise, what's behind the luxury. They are not going to buy simply
rational. You feel the world through your senses, the five senses, and that's what's
next. The brands and luxury can move to that emotional level, that can create loyalty
beyond reason. For example to advertise a luxury car like a BMW, I would try to
make consumers attracted using the visual sense, just by showing all the luxuries
inside and out of the car. It will also help have a famous driving the car.
RE:
communicate
Dr. Sowma
the idea of
luxury
9/5/2012 1:47:41 PM
Interesting thoughts Claudia.
RE:
communicate Edward Purvis
9/5/2012 7:03:25 PM
the idea of
luxury
That is so true Claudia. There is Sensory Marketing that is supposed to use
all the five senses to attract consumers and give them sort of a real life
experience with products. Companies now are making products that appeal
to the sight as well as the touch and other senses. I do think its too much
advertising and people are really not tuning in to advertising unless they are
looking to buy something similar to the product.
RE:
communicate
Valerie Chambers
the idea of
luxury
9/9/2012 12:03:31 AM
I personally think that it is a waste of
time doing advertising to all the senses
that people have. Just use one or two of
them at first then let the customer
decide to either go and find this and see
for themselves of course the marketing
department will have to decide which
one(s) to use.
RE:
communicate
Cheri Mullins
the idea of
luxury
9/5/2012 10:28:36 PM
I do believe you are on to something here Claudia. When watching the Persuaders
video they did kind of touch on this. The clip that stands out in my mind is the
grandma using Cheerios to indicate where family members live. While the primary
aspect was using the cereal as indicators, the overall feeling is the connection
grandma has with the baby...who just wants the cereal. It just made me fell warm
and fuzzy...tugged at the heart strings.
Now this idea of sensory marketing struck a cord with me so I did a bit of
research. I came across this great paper published just last year and this paragraph
seemed a perfect way to really bring home what you are talking about, "...sensory
marketing implies “marketing that engages the consumers' senses and affects their
perception, judgment and behavior.” From a managerial perspective, sensory
marketing can be used to create subconscious triggers that define consumer
perceptions of abstract notions of the product (e.g., its sophistication, quality,
elegance, innovativeness, modernity, interactivity)—the brand's personality. It can
also be used to affect the perceived quality of an abstract attribute like its color,
taste, smell, or shape." I love the way Krishna used the Hershey bar verses the Kiss
and the different perceptions one may have towards each even knowing the
chocolate is the same. Have a glance for yourself
http://www-personal.umich.edu/~aradhna/JCPS_247_rev_prf_ak.pdf The chart on page 4
gives an understanding how Krishna presents the idea of sensory marketing.
RE:
communicate
Roselyn Herrera
the idea of
luxury
9/4/2012 6:16:09 PM
I totally agree with you Claudia is always better when a consumer has an
emotional connection with the product. They will attach to the product and
with always buy or that product. It also true when you see that advantage is
best display when it used it five senses.
RE:
communicate
Daniel Kuhfal
the idea of
luxury
9/5/2012 9:57:43 AM
Day to day decisions are made with the head but a man goes with his
heart, its a saying my grandfather told me that has stayed with me.
Roselyn and Claudia you make a very simple but true point if your
making a emotional connection then you want to hit the customer
hard and Pepsi cola has some great examples. I mean my family
drinks Coke but during high school I drank Pepsi why because they
hit the young generations all 5 senses (thanks Roselyn). A great
example is this commercial featuring Briney Spears (I know I know I
was a kid) http://www.youtube.com/watch?v=YDnu7kxOgNc it
connected her with Pepsi and got kids to drink their soda. Another
example would be a older one featuring Micheal Jackson
http://www.youtube.com/watch?v=po0jY4WvCIc before my time
but it had the same effect on my sisters generation. They connected
emotional power players to their products to make them luxurious
even though it was just soda.
RE:
communicate
Andrew March
the idea of
luxury
9/9/2012 3:40:31 PM
I also agree that it is very important that the marketer/advertiser has
an emotional connection with the consumers. I feel and think that
advertisers if can capture the psychological emotions of their
consumers than that is one more step headed to productive
marketing.
The
Persuaders
Joe Bartolotta
9/4/2012 5:38:07 PM
I really agreed on what Douglas Atkins was purposing when he stated that liking a brand was similar to
being part of a cult. The consumer wants that feeling of belonging and knowing they stand behind
something.
The
Persuaders
Valerie Chambers
9/4/2012 7:16:08 PM
At the start it is way to crowded, I wouldn't
communicate an idea with this for the fact that the
guy in the car needs to learn how to drive
better. And I found the show to be boring and out
of date even though it was taped in 2004. Dateline
is one of the shows that I have never watched all
the way through and I don't plan on ever watching
it all the way through.
To be or not
to be (a
marketer)?
Dr. Sowma
9/5/2012 2:10:06 PM
Hi Class,
Great chat about the persuaders everyone. Clutter is a reality and if you'll note, it's something that
nearly everyone tapped into, a testament to its impact and evoked reactions. Of course, our
primary defense is "selective attention" or, that we ignore stuff until something salient or important to
us is brought to our attention. It is not just a defense mechanism that helps us keep our sanity but a
memory defense/saver as well given that research show we can easily be exposed to up to 2,000 ads in
a single day.
Anyway, let's go back to ad agencies. As we examined a number of qualities that agencies offer, you
may have arrived at the possibility that a company might be able to take on and complete its advertising
and marketing communications in-house. Are there risks associated with developing marketing
communications in-house? Are there risks associated with using an Ad Agency?
RE: To be
or not to be
Renee Anderson
(a
marketer)?
9/5/2012 9:32:48 PM
No matter which way you go on your decisions, there might always be a risk.
If you were to develop your marketing communications in house, yes it may
be cheaper, however you might not get as great of quality or reach your right
demographic with the right ad. Although Ad agencies could be costly,
however they give out great products for what they produce. Personally, I
believe that I would choose an Ad Agency for certain marketing
communications and do others in-house. That way it would take some time
off of my hands.
RE: To be
or not to
Daniel Kuhfal
be (a
marketer)?
9/6/2012 11:22:10 AM
Renee spot on about pointing out their is risk no matter which way
you go. That said personally I feel splitting the work between the two
seems like a waste of resources, the reason I say that is your basically
paying two groups to do the same job maybe that kinda of luxury
worked during the 90's but not any more money is too tight.
However that said if you do have the type of money to afford that
level of work than I can't deny you get the best return. As to the way
I would go I would have a in-house marketing department if might
take sometime to build up but I believe long term it would cost less,
also the problem with ad-agencies no matter what they say they are
not a part of your company so given enough money they will deal
with your competition. I know that sounds paranoid but all business
is combat and the enemy will do what ever then can to win.
RE: To be
or not to
Renee Anderson
be (a
marketer)?
9/8/2012 7:31:54 PM
Daniel, I actually really like your point. I never really
thought of it that way. I like the idea of having the in-house
marketing group. I don't think I would like having an ad
agency working with my competitor because there is always
that chance that they could favor one over the other. But
when I worked at an event productions place, they did a lot
of their own high-quality products for marketing which
saves a ton of money.
RE: To be
or not to
Dr. Sowma
be (a
9/8/2012 9:42:11
PM
marketer)?
Good build Renee.
RE: To be
or not to be
Kelly O`Connor
(a
marketer)?
9/7/2012 9:55:54 AM
I agree with everyone about there being risks in either developing marketing
communications in-house or through an Ad Agency; though each argument can be
counter-argued.
I find with the in-house marketing development, aside from it possibly not being as
cost effective as hiring an Ad Agency, there may be too much of a personal
attachment. The company may be missing their mark and not broadcasting to those
who are in need of their products and services to the correct market.
But on the flipside, this alone could be a positive reason to have the Ad Agency do the
advertising, because they do not have emotions tied in. However, that in itself is a
risk; the Ad Agency does not have a personal attachment to the organization and the
products or services they are offering. There is just a contract stating the Agency will
do “such and such” for “this amount” by said date. The Ad Agency may just look at it
as money.
Just some thoughts and rantings…
RE: To be
or not to
Edward Purvis
be (a
marketer)?
9/7/2012 4:00:43 PM
I think Ad Agencies are the way to go. They have experience with
dealing with different types of companies and would be able to be
assist a marketer in getting the product out to the consumers. I also
think its cost effective because your are not paying worker's salaries,
medical benefits and overhead.
RE: To be
or not to be
Gerald Charles
(a
marketer)?
9/5/2012 6:52:57 PM
There's always risk with doing any short of developing a marketing
communication either in-house or out. I think it depends on the agency that is
used in the marketing. Are they realiable enough to create such strategy
which will make your company successful. Are they credible enough by
obtaining feedback from others that's used that agency. Using in-house
marketing can be successful as long as they know what they are doing and do
their homework.
RE: To be
or not to
Dr. Sowma
be (a
marketer)?
9/6/2012 12:32:51 PM
Renee, Daniel, & Gerald, you all make good points It all comes
down to balancing in-house talents and comparing the costs between
doing it yourself versus outsourcing.
In many cases, companies employ a combination of utilizing inhouse talent and then outsourcing the pieces of the marketing puzzle
that can be done better or comparatively more cost effectively
outside of the company.
Class---Think of your own work experiences or pretend you are
starting a new business. Would you outsource your needs to an
agency/media organization, why or why not?
RE: To be
or not to
Renee Anderson
be (a
marketer)?
9/8/2012 7:35:33 PM
I wouldn't. Being that I have interned at the career that I
want to go into (part in the marketing department) also
having the skills of all the adobe software, I think I would
have what it takes when starting my own business. It's
simple stuff. If somebody doesn't know what to do, it is easy
to learn. By not outsourcing, you are saving more money
that could be put into your new business. Also, I have to
mention is knowing your connections and being able to get
good deals if you do not know how to do marketing. I have a
lot of connections in the printing and graphic design
business and am able to get cheap to free deals which is
great for starting new businesses. Saves so much time and
money.
RE: To be
or not to
Kelly O`Connor
be (a
marketer)?
9/9/2012 8:57:38 AM
In my own experience of owning a small business I would say that
I do about 90% of my own advertising and marketing in-house via
telephone, email, website, facebook, Google Adword, even fax
still!!!, etc. I even do my own business cards. I do as much as I
can in-house to keep my overhead lower and have purchased
different design programs and installed the additional programs
to facilitate them. Now I know some say it can be more costly to
do it yourself in-house, and yes it was, at first.
The costs were high the first couple of months, and when I say
costs, I mean both money and time value. As far as costs, I had to
purchase some additional design programs, get an awesome
picture printer and eventually I got a Lexmark Laser Printer. Now
as far as time value, it took some time designing my letterheads
and invoices and other documents. This was time I could be
making money however I had to look at what the cost would be for
me to have someone else do it and it just didn't add up as cost
effective in the long run. But now, I do not have to worry about
not having money to pay for my invoices or something imperative
for my business. I have a large backstock of different papers and
hold stock in Kodak Ink and Laser Jet Ink and Drums (not
really). So I am always able to have what I need at my fingertips.
However, there are some services that I will utilize outside my
"office" but for the most part it is limited. I know it is not an
advertising agency per say but the following are people that offer a
service that I cannot do and I must pay them for their
imagination. 5% of my advertising and marketing strategy is
going to a Screen Print designer. I am currently having one of the
designers inventing me a new logo. Once this is done, I will
transfer it to shirts or hats or anything. Further I will have a copy
of the logo sent to me so I can update all of my headers on the
documents that I created. The other 5% or my marketing and
advertising budget goes to having additional specialty items made
up like pens with my info, stamps, stickers, note pads, etc. This is
when I will go to Quill, Staples or Office Max and with their help,
design what I want.
Now I enjoy doing a lot of my advertising and marketing however,
one day, when I have a bigger budget and am not under so many
constraints, I would love to have to option to use an ad agency or
the like. Honestly, if I have money to hire an Ad Agency at that
time then I would feel that my business is expanding and it would
be great to see the possibilites and opportunites that may be out
there that I am completely overlooking.
RE: To be
Edith Cazares
or not to
9/8/2012 10:36:04 PM
be (a
marketer)?
Personally, I would prefer not too. First of all if I was to start
my own small business I would have limited amount of
capital. In order to use outsource advertising agencies you
need money. I would try to use all my skills and sources to
try to advertise my products and services as effectively as I
could on my own. If I had a big business or corporation then
I would use outsource, I would try to focus more on the
financial side of the business. But, I like the idea of using
both, in-house and outsourcing. Sometimes those who work
for the business own the business have a greater insight on
the product. Advertising agencies have the skills to take that
vision to a more professional and effective advertising.
RE: To be
or not to
Jennifer Kachikian
be (a
marketer)?
9/9/2012 8:45:43 PM
Personally, I would not outsource. There are agencies and
media outlets in my city. I'd rather work with a team in my
own city, so I can meet with them face-to-face, get to know
the employees, pay the employees their share of work. Too
many other companies outsource. There are a ton of people
in my city (Chicago) who are also seeking work. I'd rather
give it to them, and pay them a fair amount of money, rather
than outsourcing, paying people in other countries a lower
amount of money for their hard work (which several
companies do DO). It isn't fair.
RE: To be
or not to
Justin DeMoulin
be (a
marketer)?
9/6/2012 1:31:03 PM
In deciding whether or not to outsource the advertising, the
question is do you have more time or more money? If you
have more time, you do it yourself; if you have more money,
you pay someone else to do it for you. If I'm just starting
out with my own business, I probably don't have much of
either. So then it comes down asking yourself, "do I
understand advertising well enough to compete with the
professional advertisers?" In most cases, the answer is
going to be 'no'. Many businesses struggle to break out until
the day they hire an advertising firm and then they suddenly
receive a huge influx of business. Of course, there are
probably a great number of times where a company spends a
fortune on great marketers to have nothing change.
I think the best way to handle this would be to meet with a
consultation firm. This would be separate third party that
can give an unbiased look at your current or planned
advertising efforts and tell you whether or not you need to
hire in a professional.
If time is not a dramatic stressor, it may alright to try getting
started on your own advertising efforts to see how well you
do. If you don't have much success, you might want to hire
a pro. Even if you do have much success, it still wouldn't
hurt to hire a professional with your growing business
income to see if you can't extend your reach even further.
RE: To be
or not to
Edward Purvis
be (a
marketer)?
9/7/2012 4:04:35
PM
Outsourcing some of the promotional mix would
depend on time and money. Some promotional
elements are better to outsource so that more time
can be spent on other things.
RE: To be
or not to
Anne Zimmerman
be (a
marketer)?
9/8/2012 1:08:43
PM
This is well said Justin! We have experienced this
in my department. We don't have the manpower or
time for some of the creative work that needs to get
done. Yet, we do have the money. Our creative
agency has helped us with marketing plans,
advertising campaigns and our overall "look." After
working together for 5 years now, they know
everything about us and are a true partner.
HOWEVER...lately we've not been as pleased with
them as we were in the past. If we want to go in a
new direction, sometimes they push back....who's in
control here? Here's the question...if we decide to
partner with a new agency, it will take them time to
understand us, our brand guidelines and will they be
as effective in helping us form our future? Can we
afford the learning-curve time necessary for a new
agency?
Right now, we are talking to some other agencies
about the new areas we are exploring such as Social
Media. So, maybe there is work for everyone in
this scenario.
RE: To be
or not to
Dr. Sowma
be (a
marketer)?
9/8/2012 9:43:48
PM
Great work example and insights Anne!
RE: To be
or not to
Edward Purvis
be (a
marketer)?
9/8/2012 9:26:26
PM
It does take time for a company to get use
to an agency and the agency use to the
company's way of doing things. Since
marketing different products requires
different promotional strategies, an agency
has to be flexiable when it comes to
marketing style of a company.
RE: To be
or not to
Valerie Chambers
be (a
marketer)?
9/9/2012 9:24:59
PM
Justin nice way of putting
things I personally would hire
someone to do at least part of
the work at the start as long
as the price is just right of
course I might just get the
advertising and public
relations down in the company
policy and the business plan so
that way anyone who might have
any questions and possible
answers will need to make sure
the their within the company
guidelines.
RE: To be
or not to
Keisha Serna
be (a
marketer)?
9/6/2012 1:58:08
PM
I did want to comment on this discussion but Justin
you took the words right out of my mouth....
RE: To be
or not to
Roger Dubreuil
be (a
marketer)?
9/7/2012 10:13:42
AM
I completely agree. If I was starting a new
business, money would already be tight so paying
for an outside ad agency would probably be
difficult. If I had the necessary funds, it wouldn't be
a bad investment to hire an outside agency since
they would be better at getting the word out
initially. Most of the companies I have worked for
have outsourced for the majority of their marketing
and it seems to work out, but they don't seem to be
as focused as they could. My current employer
notoriously sends advertisements to people who
can't even get our service, which clearly frustrates
the potential customers and us employees. They
basically blanket the state with ads but only certain
areas can get the service, so it is a waste. If we did
the marketing in-house, I think we would work
harder to try and minimize this as much as possible
as we see the results of it every day.
RE: To be
or not to
Victoria Minos
be (a
marketer)?
9/7/2012 10:52:08 AM
Making the right decision can add significantly to your
organization's bottom line in terms of cost savings and
increased efficiency. Outsourcing can bring fresh minds to
your business, and it can also free time up for innovation
and other vital tasks. However, making the wrong decision
can put your business at a competitive disadvantage. Perhaps
you'll lose control of proprietary information, or receive
components that don't meet your organization's quality
standards.
RE: To be
or not to be
Ryan Hahn
(a
marketer)?
9/8/2012 4:18:44 PM
There is a risk of either option in-house or an ad-agency. If you go with inhouse you have the risk of having employees who may not be experts in
marketing and advertising. The risk of hiring an ad-agency is the cost that the
company might pay in creating the ad. Also, along with the advertisement
costing more than in-house, the ad may not be successful and connect with
the demographic they were reaching for.
RE: To be
or not to be
Jennifer Morris
(a
marketer)?
9/8/2012 11:29:21 PM
I worked for a company in Louisville that wanted to revamp their website and
some of their marketing campaigns. We went to a very reputable company in
Louisville who has served the community as an excellent Ad and Marketing
company. I have a friend who worked for the company as a Media Buyer so I
figured why not try the big dog in town and see what we could come up with.
This company had worked for Yum! Brands, Kentucky Humane Society, and
a few other large organizations. I was pretty excited to get started, even
though we were considered a small business we had a decent sized budget to
work within and were open to investing in advertising and marketing.
When we went for our initial consultation we weren't at all impressed with
what we heard. I don't know if it was because they figured we weren't
offering them a large account like some of the other large corporations but we
felt like they lacked credibility and sincerity with their work. While we were
all using iPads and using tech lingo the lady was writing on a pad of paper
and wasn't familiar with what apps were and said she wasn't technologically
all there yet. She was just on the financial aspects of the company. I felt a
little discouraged by this. Even though I knew they put out a lot of good
work. I wanted to talk to someone who could explain how they could take us
where we are and show us where we could be. I never got that in our
interview.
I waited a month for our scope and it was $15,000 MORE than what we said
our budget was. It covered things we didn't even discuss in our initial
meeting. And none of it really guaranteed that it would make us more
competitive in the end.
I'm not saying that this is a common problem in the industry because I don't
have the experience under my belt to really go that far. But I did feel like as
an employee of a small business marketing and ad agencies should provide
more information and give honest facts rather than spending two hours BS'ing
with someone who isn't even a 'creative' and ending up with something that
was out of our price range with little guarantee of effectiveness.
http://www.cre8.com/
RE: To be
or not to be
Stephanie Phillips
(a
marketer)?
9/9/2012 2:50:48 PM
A major reason for using an in-house agency is to reduce advertising and
promotion costs. As we can see in Figure 3-4 of our text on page 78 there are
some advantages and disadvantages of using in house advertising are;
Advantages: Cost savings, more control increased coordination, stability, and
access to top management.
Disadvantages: Less experience, less objectivity, less flexibility, and less
access to top creative talent.
I feel that a risk you have associated with using an Ad Agency would be the
lack of control over what they do. But there are Ad Agency’s for a reason
because they know how to promote your product and have a more creative
edge than an in house department.
Persuaders
Robin Heffernan
9/5/2012 2:27:01 PM
I found it interesting that in "The Persuaders" the advertisers were discussing the campaign for the
Airline Song and that they were showing an image in their ad that did not relate to an airline- they were
using an aproach to make you feel the image that they want to express. I found this interesting because
last weekend I was reading and my boyfriend was watching tv and he says to me, watch this
commercial and so I did- it was a commercial for Korean Air. He said when he first watched it, he did
not know what they were advertising and did not know it was for an airline.
http://www.youtube.com/watch?v=n4k_v3zNJu0&NR=1&feature=endscreen
He asked, do they only do flights to Korea- he has never heard of them.
I just went on their website to get some information and I really could not find much. Not sure if it is
my computer or their site but I could not open much up.
Guess the commercial caught his attention.
RE: The
Persuaders
Seena Rose
9/5/2012 8:53:14 PM
Modified:9/5/2012 8:58 PM
I thought the Persuaders was very interesting. It brought to light the need for advertisers to
discover people's emotional needs. I do think that we are inundated with brand messaging.
Advertisers need to be more creative in there marketing. Some are making there mark by
using product placement and webisodes to stand out from the clutter.
I would do an advertisement for a hybrid camper:
I would show a married couple, 2 children, grandparents, and a dog taking a road trip in the
camper. I would show the grandfather watching sports on the flat screen TV while laying on
his spacious size bed. The kids would be playing cards at the table. Grandma would be in the
kitchen using the stove and refrigerator while cooking lunch. Dad would be driving and the
mom would be holding the dog and keeping him company. The Front will show them using the
built in GPS for directions.
The brand messaging:
An ELITE family of modern class, comfort, and a love for the environment. "Join the Ride"
The
Persuaders
Darryl Abbott
9/5/2012 10:09:27 PM
I think the world of advertising is getting somewhat cluttered, but I think
marketers are now developing ways to allow consumers to experience their
product in a whole new way as opposed to just looking at an ad or billboard,
for instance with touch, smell or tasting therefore providing enhanced
knowlegde of their products and brands.
Advertising
Edith Cazares
9/5/2012 10:18:37 PM
I think that there were many good points in the video. I never even realized how much
advertising has taken over until now. There are many things that left me thinking
about the world of marketing. For instance, how immune we have become toward it or
how if we don't see it we forget about it. I think that the environment is clutter with all
the advertising. But, just like I and the video stated "we've become immune to it". We
are too used to it.
If I was to try to communicate luxury in a 30-second advertisement I would try to
focus on flawless. A diamond would be an example.
RE:
Advertising Edward Purvis
9/8/2012 9:23:03 PM
Advertising is non stop every where you look. I worked in Times Sguare and
every building has sometime of advertising on it. Riding the train is the
same. Some companies have a whole car with their products bright bold
letterings. They use to have advertising with poems from different writers
but that was replaced with more advertising.
The
Persuaders
Stephanie Phillips
9/5/2012 10:39:14 PM
This documentary was great to watch. It puts things into perspective on how we as
consumers see things. I would have to say I do agree that the environment is cluttered
with too many brand messages, however every time a new brand message comes out
catches your eye and might even do it's job and make you want to go out and purchase
the product. I like how the lady in the first video comments how consumers are like
roaches, we keep spraying them they eventually become immune. I do agree with this
statement because we as consumers start to tune out certain brands that do not pertain
to us. For example if I am not much of an alcohol drinker any add that I see
advertising alcohol is not going to get me to run out to the nearest store or bar to try
the product. The guy in the 2nd video I believe was on to something when
interviewing cults or certain brands. Everyone wants to "belong" and when they find
that brand that makes them feel good or a part of something they will stay loyal to that
product. If I were to communicate the idea of luxury in a 30 second television
advertisement I would follow one of the definitions for luxury "a means of ministering
to such indulgence or enjoyment." I would do my marketing research and determine
who my target market is and I would base my advertisement of course around my
brand as well as convey how you can indulge yourself in my brand.
Changing
Channels
Dr. Sowma
9/6/2012 1:03:57 PM
As you learned in your first marketing classes, how we get the product to the consumer can be as
important as the product itself. Accordingly, what are distribution channel decisions? How do we make
them?
Any real life examples of when distribution fails? What might the outcomes be if so?
RE:
Changing Daniel Kuhfal
Channels
9/7/2012 11:35:30 AM
A distribution channel to me is the the steps that gets the end products to the
customer from the company. Their is a number of ways to make them
sometimes you sell your product to a chain then they sell it like Frozen pizza
sell to Jewel sells to Consumers, another option is the car industry they make
their own like Ford then sell them them selves from their shops. their is also
other options basically it is what best works in getting your product sold. A
example of distribution fail I have seen in my life Hi-Def DVD, Basically this
product was just wasn't positioned well every time it went into market it tried
to compete head to head with Blue-ray's. It was doomed to fail in its
distribution chain because when a inferior product goes head to head it almost
always fails. This is just a case of the chain not being thought out in my
opinion.
RE:
Changing Justin DeMoulin
Channels
9/7/2012 11:37:23 AM
I found a very good break down of distribution channels at this marketing
website:http://www.marketingmo.com/strategic-planning/how-to-developyour-distribution-channels/. One line from this that I found to be extremely
important: "To create a good distribution program, focus on the needs of your
end-users." This seems to really sum up everything about the distribution
channels. Three points that it elaborates on further are, in summary: local
dealer networks for personalized service needs, direct sales can be handled
online, and building a specialized sales team for closing deals directly. The
idea of having local dealer networks for personalized service needs is one of
the most sensible things that I've heard about distribution channels. It seems
that a lot of brick and mortar stores have been dropping off the map due to
unnecessary overhead expense. This makes it pretty clear that there really
isn't a need to have a brick and mortar store in today's purchasing world,
unless there is a need for personalized service. So, repair services and
tailoring for example, would be great reasons to have a brick and mortar
location, where a bookstore is not.
I also found a video link
here http://www.youtube.com/watch?v=09FBdCa9Cl4 that shows a power
point presentation someone did on distribution channels.
RE:
Changing Keisha Serna
Channels
9/6/2012 2:50:59 PM
By developing a understanding of the needs and wants or your consumer, then as a company
you can start promoting and distributing your service or product. Distributing channels are
where you decide to place your product for purchase and is one of the most important steps in
this whole marketing process. Channel elements (points-of-purchase, displays, shelf footage)
make ways for communication to reach the consumer about the product at hand. They work
as reminder advertising, may give little detail but all about image. Also more elements may
include the process of direct advertising such as sampling or face to face communication.
Then there are some indirect channels that really focus on wholesalers or retailers.
How to make these decision, may be base on your target segment. If you’re selling farm
equipment then you don’t want to pick a spot in the inner city to sell your product because
people may not appeal to it there because there is no farmland nearby. If I’m trying to sell
elderly women’s clothing, I wouldn't want to pick a place that is surrounded by urban style
clothing and skateboarding shops. If you know your target market and where they shop/ or
even locations that they are willing to travel to you will have a better chance of selling the
product and make it appealing.
In the area of Springfield, Ohio we had a Kmart store. It was placed in a suburban area with
little shopping area so it made good sells revenue. Well now they city has added on to their
original shopping center and have added more stores such as dining restaurants, pet stores
and Wal-Mart. This add on has made this strip closer to the suburban area and has cut sales
for KMart. With more of a convenience for shoppers, they switch from only going there to
now going to the strip. If Kmart was to join the strip they may have been able to stay in
Springfield. There location used to attract more consumers because it was closer to the
suburban area but now people have a bigger choice with variety.
RE:
Changing Dr. Sowma
Channels
9/7/2012 1:24:24 PM
Great example Keisha!
RE:
Changing Seena Rose
Channels
9/6/2012 6:41:22 PM
Modified:9/6/2012 6:42 PM
Distribution Channels are the way in which marketers sell there product. They have
to figure out how they want there product portrayed and displayed. They also want to
ensure they are reaching the target audience by keeping the product brand name in
sync with the store or business image.
The Kmart down the street from my house use to sell refrigerator/freezer food in the
store. Last year, they closed that half of the store with a divider wall. I'm guessing the
cold food products were not selling well. This was an example of a distribution
failure. Kmart has been cutting back on expenses. I know some Kmart's around the
country have gone bankrupt.
RE:
Changing Gerald Charles
Channels
9/7/2012 6:32:43 PM
Seena, I don't think Kmart's downfall has to do with distribution
failure, I think it has to do with Marketting strategy especially with
Wallmart started to make a move towards the need of consumers.
Kmart did not have the Channels that can provide/adequate
information if you wil, on how to compete in the 21st century
market.
RE:
Changing Darryl Abbott
Channels
9/8/2012 11:58:41 PM
Modified:9/9/2012 1:19 AM
1. I agree Professor, Kmart stores did not seem to
be known for their marketing nearly as well as
their competition. Then there was the issue of
technology. While Wal-Mart was becoming the
relentless efficiency engine that we know today
by investing in technology and streamlining the
supply chain, Kmart held back. As Wal-Mart
developed an infrastructure that enabled it to
lower prices, Kmart slipped into a price
disadvantage.
RE:
Changing Claudia Escobar
Channels
9/6/2012 1:42:35 PM
Middlemen often perform the needed functions at a lower cost than either the
customer or the manufacturer could by themselves. The first step in designing
a distribution channel for a given product is to determine what objectives the
channel must accomplish and their relative importance. When designing
distribution channels we can include merchant wholesalers that engage in a
full range of wholesalers functions, retailers that sells goods and services
directly to consumers, non-retailing includes direct selling, mail-order
catalogs, Tv shopping, vending machines and websites.
RE:
Changing Anne Zimmerman
Channels
9/9/2012 3:41:23 PM
In my area, we are selling a service (not a product or thing). So, our
"channel" is finding the right person within a company to sell to. Because our
service could be considered a benefit for employees, our sales team should
talk to someone in the Human Resources dept. Getting to those people can be
a real challenge! That's where trade shows come in pretty handy - going to a
convention like SHRM (Society for Human Resource Management) helps us
meet the right people and channels us to them!!
RE:
Changing Darryl Abbott
Channels
9/9/2012 10:43:33 PM
Other examples of distribution channels to consider are:
direct to end users - You have a sales team that sells directly to
Fortune 100 companies
sell to a dealer network - Your dealers are essentially your customers,
and you have a strong program to train and support them with
marketing campaigns and materials.
sell through a VAR (Value added reseller) - You sell a product to a
company who bundles it with services or other products and resells it.
That company is called a Value Added Reseller (VAR) because it adds
value to your product.
RE:
Changing Stephanie Phillips
Channels
9/8/2012 4:53:16 PM
When you are a company, you need to decide how to get your product to the
end user. This falls into the four P's of the marketing Mix, Product, price,
place (distribution), and promotion. The one goal we want to reach as a
business is trying to combined these four P's so we can facilitate the potential
for exchange with consumers in the marketplace. You need to figure out
where will your product best be sold. This is where a survey could come in as
well to help you find out what city would be most beneficial and even down
to what corner of a street might be a good place for distribution of your
product. I am not sure if my example of failure matches what you are looking
for, but you could either succeed or fail with your product if you place it next
to a competitor. But this is also where consumers wants and need can help
you out. Everyone has their own brands they stick with or even refuse to shop
or buy from a competitor. On Sheridan road in Kenosha there is this building
that I think back in the day used to be a Taco Bell. It went out of business
because there is a McDonalds right across the street and a Shirls up the street.
Since that Taco Bell closed I have seen numerous ethnic restaurant move in
and shut down. But just a few weeks ago right across the street from
McDonald a Culver's opened up. I would have to compare the two and say
they serve about the same stuff but Culver's is a frozen custard place. So I
guess we shall see in a few months if the competition is too much for one of
the companies. But yes it is very important to research your location and
distribution of your product.
RE:
Changing Edward Purvis
Channels
9/7/2012 4:37:01 PM
A lot of companies use marketing intermediaries, grocery stores,
supermarkets and retailers to get their products to their intended
customers. Distribution channel decisions are very important because you
need to decide where you product would be best sold to reach your target
market.
RE:
Changing Roselyn Herrera
Channels
9/8/2012 11:17:07 AM
Most producers do not sell their goods directly tothe final users , between them stands a set
of intermediaries performing a variety of functions.They constitute a marketing channel also
calleda trade channel or distribution channel.A distribution channel can be as short as being
direct from the vendor to the consumer or may include several interconnected intermediaries
such as wholesalers, distributors, agents, retailers. Each intermediary receives the item at one
pricing point and moves it to the next higher pricing point until it reaches the final buyer.
Also called channel of distribution.
Read more: http://www.businessdictionary.com/definition/distributionchannel.html#ixzz25tpRr4Eg
Are there
risks
associated
with using
an Ad
Agency?
Joe Bartolotta
9/6/2012 6:51:30 PM
The ad agency may know toothpaste or iPod's or microwaves, but it may know little or nothing about
your companies product or industry. Given time, you may be able to educate the agency's people about
what you do, but there is no guarantee that they will develop a true feel for your business.
Consequently, you could end up wasting thousands of dollars on an ad campaign that misses the mark.
On top of that, the agency will get paid if ad's are a success or a complete failure. These agencies are
not married to the product. They are more part of a long list of help that propels a companies product
into the hemisphere.
RE: Are
there risks
associated
with using Jennifer Kachikian
an Ad
Agency?
9/8/2012 8:35:10 PM
Some of the risks associated with using an Ad Agency is lack of cooperation
between advertising and PR agencies, or between marketing and corporate
communications functions, can lead to each doing their own thing in social
media. Or, ad agencies excel at generating attention around ideas, but can
sometimes struggle more with long-term efforts, where the PR agencies’
focus on long-term relationships comes in, as they can plug the gaps in the
timelines with sustaining tactics. Last, campaigns lead to sub-optimal results,
as the weaknesses of each channel remain present without being offset by
other channels.
Source: http://socialmediatoday.com
RE: Are
there risks
associated
with using Edward Purvis
an Ad
Agency?
9/8/2012 9:11:08 PM
I think if the organization is very large than the marketing should be done inhouse instead of an agency. If the organization is a small then it might better
to outsource some of the promotional elements.
David &
Goliath
Dr. Sowma
9/7/2012 1:35:55 PM
Class, often PR agencies are brought in when a company messes up! A company does something
clearly unethical or teetering on the ethical/unethical line that public opinion begins to build against
them. Think about recent instances where public opinion has turned against a company, a product or a
celebrity spokesperson—and think about the efforts some PR agency implemented to resurrect the
image and reputation. What commonalties can you point to that clearly are the formulaic response
suggestions from a PR agency?
RE:
David & Roger Dubreuil
Goliath
9/9/2012 6:56:22 PM
I think a good example of this is Tiger Woods with Gillette. He was always
on the commercials and advertisements for Gillette shavers, gels, etc, and
now he is completely stricken from what they put out now. Clearly his
decline in the public eye has caused Gillette to rethink what he brings to the
table and has caused them to find more appropriate celebrities to represent
their brand.
RE:
David & Renee Anderson
Goliath
9/9/2012 7:47:43 PM
When I think of PR agencies stepping into repair a companies image, I think
of AIG. AIG to me, was taking so many risks and being very greedy which is
why they were one of the biggest companies to recieve a large bailout and
being veiwed as one of the reasons the housing market collapsed. SO now
they are trying to repair their image and doing so by hiring a PR agency.
RE:
David & Kelly O`Connor
Goliath
9/8/2012 12:39:49 PM
The first celebrity I thought of was Tom Cruise. Now there are a few instances that I could talk
about that made people not like him. Some such as the Scientology thing and his marriage
and now divorce of Katie Holmes. But no, I am talking about how almost every woman and
every mother in the world hated him after he bashed Brooke Shields for taking drugs after her
pregnancy because of Post-Partum Depression.
In May, 2005, Tom Cruise stated in an interview with Access Hollywood, that: ‘”When you talk
about postpartum, you can take people today, women, and what you do is you use vitamins.
There is a hormonal thing that is going on, scientifically, you can prove that. But when you talk
about emotional, chemical imbalances in people, there is no science behind that. You can
use vitamins to help a woman through those things."
I can tell you that no amount of PR could help this man. There is no way to back pedal on
this. This was just clear “foot in mouth “disease and unfortunately, he has to still live with the
consequences today. And, now with the Katie Holmes divorce and all of the weird stuff
coming out…whether any of it is true or not, really doesn’t seem to matter because he has said
and done stupid things before.
Tom Cruise Slams Brooke Shields' Drug Use, WENN.com, Wednesday, May 25,
2005. Retrieved on September 8, 2012 from
http://www.hollywood.com/news/Tom_Cruise_Slams_Brooke_Shields_Drug_Use/2440860
Oh and Mel Gibson...that is one screwed up man....
RE:
David
Dr. Sowma
9/8/2012 9:46:41 PM
&
Goliath
Good example, but what did they do to overcome it?
RE:
David
Kelly O`Connor
&
Goliath
9/9/2012 9:13:47 AM
Modified:9/9/2012 9:16 AM
Okay Readers Digest version, lol:
He offered an apology to Brooke Shields and she accepted it because it was
"heartfelt". However, Paramount still canceled his contracts because of his
comments. Additionally, his spokesperson Arnold Robinson says, "It is true that his
friendship with Ms. Shields has been mended ... (But) he has not changed his position
about antidepressants, which, as evidenced by the black label warnings issued by the
FDA on these types of drugs, are unhealthy."
So he apologized to Brooke, and people love Brooke so the the public was then not as
crazed to have his head on a stick. But again, in the printed version of his apology, at
the end of articles, the point still had to be made about Tom Cruises negative feelings
towards antidepressants. So, he was sorry, she forgave, some people are still annoyed
and he still has the same feelings towards antidepressants but now he will not include
women in his statement.
So I guess his apology to Brooke was how he overcame this...however, she may be fine
with him, but she is just one person. Yes she may be a friend but Tom Cruise is an
actor. He needs the public to go see his movies to make money, not just one friend. So,
if most of the public at large still does not accept his apology (even though the
receipient of said apology did) then this incident has changed their opinion about
him. I, personally feel that he is an asshat and I really do not like him anymore. So for
me, he never overcame it.
But I guess you can't please some people all of the time or all of the people some of the
time.
Tom Cruise Apologizes to Brooke Shields, WENN.com |Saturday,
September 02, 2006, Retrieved on September 9, 2012 from
http://www.hollywood.com/news/Cruise_Apologizes_to_Shields/3549835
RE:
David & Robin Heffernan
Goliath
9/8/2012 10:06:24 AM
Something that comes to mind is the Oscar Awards Ceremony last year. Angelina Jolie wore
a black dress with a very high slit and posed. The next day and weeks to come it was all over
the news, talk shows, and magazines, and not in a good way. The public spoke of how
skinny and sick she looked.
Weeks later her engagement to Brad Pitt had been publicized. The celebrity couple had been
together for a long time before this bad public opinion and have spoken of not wanting to
marry whenever asked about the subject. I see that once the couple received bad talk in the
media they got engaged to distract the public of Angelina's health to a more positive and in
their favor -their engagement, and it worked! I think it was planned to take away from the
negative talk.
RE:
David
Daniel Kuhfal
&
Goliath
9/8/2012 11:47:17 AM
I can appreciate them running from the negativity but their are other
options. Look at Charlie Sheen the man has countless times abused
drugs, acted out in public, assaulted woman, I mean that seen of him
in Ferris Buellers day off basically for shadows it (here is the link
http://www.youtube.com/watch?v=TpklO4EkxsA if you want to
see). I great example is when he was on two and a half men he was
the highest paid TV actor with the number one show in America and
what does he do messes it up and gets fired thanks to the following
with public rants, booze, cocaine. So what does he do plays off it
makes it part of his image or brand he went and described him self as
"‘I’m tired of pretending I’m not special. I’m tired of pretending I’m
not a total bitchin’ rock star from Mars" even getting a new show for
his wackiness. Anger Management and to get the word out the
commercials had him say everyone deserves a 24th chance (here is
the link http://www.youtube.com/watch?v=CraphXZBQXM)
sometimes the best way to fight a problem is to flip it and turn the
negative positive just like Charlie Sheen.
RE:
David & Edward Purvis
Goliath
9/8/2012 9:18:41 PM
If you look at the oil spill with BP a couple of years ago, the effects of it are
still being seen until this day. They have constantly show advertisement to
show that they really do care about the enviroment with a long drawn out
public relations compaign.
RE:
David & Claudia Escobar
Goliath
9/8/2012 9:22:22 PM
A good example of a company messes up! are the banks like Wachovia,
Washinton Mutual and First Union. They were giving loans after loans to
people with bad payment history. Basically, a great chunk of what was given
out by the bank to those people (this includes morgages) we're not paid back ,
and this put a burden on the economy. Congress was an active participant in
the policy responses to the crisis and has an ongoing interest in
macroeconomic conditions. With the help from the government some banks
survived. Well Fargo bought Wachovia and Chase Bank bought Washington
Mutual. PR agencies were involved to bring up the image of the banks that
survived to the recession.
RE:
David & Jennifer Morris
Goliath
9/9/2012 8:29:10 AM
When I think about companies that have done highly unethical things, I think
about BP. The large oil company had reports long before the actual massive
oil spill/explosion that could have prevented loss of lives, ecosystem
damages, and the long term effects associated with it. In an effort to cut costs,
BP was at fault for causing one of the worst oil spills in history. They lacked
the safety system needed to ensure continuous safety not only for the workers
but also for the environment.
BP has since launched a website dedicated to restoring the Gulf and continues
to report on it's progress with cleaning up the Gulf of Mexico.
http://www.bp.com/sectionbodycopy.do?categoryId=41&contentId=7067505
Week 1
Summary
Dr. Sowma
9/8/2012 9:11:14 PM
Hi Class,
An evaluation of different agencies helped us become familiar with some of the benefits these
companies offer to their customers and prospects. How they represent themselves gives us an indication
of the quality of their deliverables and their services. Think of how you use web sites. Are you using
them to gain information or to actually make a purchase? Do you get what you are looking for quickly
and easily, or are your frustrated by less than favorable searches? This week our discussion showed that
we tend to enjoy the services that we can easily access and understand. This helped us achieve our
objectives:
1) Given the structure of the advertising industry, understand the types of firms that comprise the IMC
industry, the roles the various types of firms can play for their clients in the execution of IMC
strategies, and identify the strengths and weaknesses of each type of firm in the IMC industry.
2) Given the need for ethical behavior in advertising, identify important ethical issues and challenges
confronting IMC activities, how companies can regain their reputations when ethical lapses impugn
their integrity, and the challenges faced by all parties when promoting products and services to the
public.
A quality agency can be an effective instrument in support of a company's IMC. Final thoughts for this
week: How can you be sure an agency would have the same ethical standards that you have for your
company or organization?
RE: Week
1
Keisha Serna
Summary
9/9/2012 11:00:45 AM
I think it important that companies make sure any agency working with them
and not beside them and that excludes if the ethical standards of the agency
match your companies. There is usually a contract that comes into play when
dealing with agency. These contracts protect the agency for potential
problems that can accrue with the product. In the advertising process the three
major parts are advertising, agencies, and the media which all work to make
the message truthful, ethical, and responsible. If ethical placement is not a
part of your advertisement then the results can be damaging inside and
outside your public image. How can a company be sure that there hired
agency would have the same ethical standards? I can’t find this nowhere in
writing but using my own knowledge I would have to say before hiring the
agency there needs to be a clear definition of your company’s ethical
standards. Through your contract there should be guidelines to how the
agency should perform on the company’s behalf. If there are disagreements
then the company can move elsewhere. As a company, you want to see the
finished advertisements before they hit the media. And I would also make
sure the agency has a board of professionals that can look over our ideas and
help me and the agency follow restricted guidelines. Sometimes people out
the box can help you get a better perspective.
RE: Week
1
Joe Bartolotta
Summary
9/9/2012 8:15:21 PM
How can you be sure an agency would have the same ethical standards that you have for your
company or organization? I will answer this with another question...followed by an answer.
In order to earn loyal clients and referrals, through real estate, one must demonstrate ethical
values and adhere to the Realtor Code Of Conduct. How does one approach this?
Real estate agents are in a special position of trust. For these values to work the consumer
must be able to depend on their honesty and integrity because they are the experts we need to
depend upon to help us purchase the biggest investments of our lives.
RE:
Week 1
Daniel Kuhfal
9/9/2012 9:31:57 PM
Summary
Lets flip that; a person who works in a field were your opinion is
supposed to be low were people who employe you want a for lack of
a better word a cold blooded monster. A good example is lawyers
most people want their lawyer to crush the guy how their up in court
ageist, so wouldn't you want people to think your bad in order to be
successful even though from a human perspective that is awful
(probably why people don't like them).