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Cause-Related Advertising Campaign

A new web oriented advertising campaign was officially launched by US Airways on February 29, 2008 in collaboration with RIF-Reading is fundamental. The campaign states “Fly with US. Read with kids. ” The goal is to create public’s awareness about the importance of children’s literacy. It is a cause that is important to every person in every community. This collaboration was to excite parents and community members to read to their children. The website is sponsored by the US Airways inorder to foster a sense of community for the adult registrants that would be enjoyable for them to share with their children.

It is a dedication to motivate young children to read by helping them discover the joy of reading through whatever means inspires each child. Throughout March every US Airways passenger received a book to share with a child. It is an informative website for the adult parent, adult educator and the importance of reading within a family. It is complimenting literacy development in children. The target customer is the general public adult to encourage them to log minutes reading with a child. Sampling as a consumer oriented sales promotion technique

The Coca-Cola Company made use of sampling as a consumer

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oriented sales promotion technique to launch Vanilla Coke. They distributed more than 1. 3 million samples as a part of their promotion strategy. They made use of In-store sampling along with event sampling. They simply didn’t hand out the samples to everyone but targeted teen consumers at hangouts like malls, skate parks, concerts, and fairs. Along with this, they also delivered live commercials with messages like “Satisfy your curiosity, try a free Vanilla Coke.

” The main advantage of using such a technique according to the president of Coca Cola’s promotion agency was that the target audience associated Vanilla Coke with a memorable live experience for the brand. This kind of sampling technique caters to a niche of teens at one single time and also introduces non brand users to the brand. The drawback, however is, that it is not cost effective. It has no guarantee that the consumers would buy the product again as it relies heavily on the superior or unique benefits of the product. Also n comparison to advertising, the sampling procedure does not cater to a large number of audiences.

Creation of a Brand Image Competing brand are almost similar in their products so a strong positive brand image is based on developing a strong memorable identity for the brand through image advertising. The image or the personality of the brand is particularly important. The key to successful image advertising is developing an image that will appeal to product users. Another concept to create a brand image is by the concept of positioning, the basis of advertising strategy introduced by Jack Trout and Al Ries in the early 1970s.

the basic idea is that advertising is used to establish or “position” the product in a particular place in the consumer’s mind. Positioning is the image consumers have of the brand in relation to competing brands. Another approach to creating a brand is finding the Inherent Drama. It is the characteristic of the product that makes the consumer purchase it. Leo Burnett, the founder of the Leo Burnett agency in Chicago made use of this approach. He believed advertising should be based on a foundation of consumer benefits with an emphasis on the dramatic element in expressing those benefits.

A down-home type of advertising that presents the message in a warm and realistic way. For e. g. The McDonald’s and Hallmark cards ads. Promotions can greatly contribute to creating a strong brand image; consider the Body Shop’s ability to build their brand equity. Their strong associations to personal care and environmental concern occurred through their products, packaging, merchandising, staff, sourcing policies, social action program and public relations programs and activities. Analysis of Cultural environment for Advertising: China

Advertising in another part of the world is far more than making sure all the copy is translated correctly and the visual is an accurate portrayal of that culture. Adjustments begin at the marketing level and are often reflected in the product. In Chinese character symbols represent ideas rather than letters, so when choosing ideas the meaning should be translated. China has a very high-context culture, second to Japan, this means that the meaning of a message can be understood only within a specific context.

When advertising a product in this culture it would be appropriate to bring out the people appearing in the commercial, that is, the way they talk, the music, the scenery, rather than emphasizing the unique features and dissimilarities of the product itself. The Chinese values are derived from Confucianism and Taoism, emphasizing on the concept of rebirth and reincarnation. The Chinese show a strong distinction amongst genders, there are certain roles stereotyped for males and other for females. Ethical issue Ethics is defined as moral principles and values that govern the actions and decisions of an individual or group (Berkowitz 753).

A particular action may be within the law and still not be ethical; or rather it might be acceptable to a wider mass but unethical in certain cultures. An example of an ad that I might consider it a debatable issue is the objectifying of women in various advertisements. The Calvin Kline ad promotes sexual permissiveness and objectification of women. They had also run an ad featuring intimate snapshots of teenagers in provocative states of undress. Though the ad was heavily criticized and as a result it was boycotted. The ad campaign by Calvin Klein still ensures making use of such themes and using sexual appeals.

The major reason is that these sorts of ads demean women and even men by depicting them as sex objects. Besides, suggestive ads could create a very disturbing impression in the minds of the youth. Though care is taken not to place such kinds of ads in the wrong media it still is the source of unwanted awareness for the impressionable mind. On the other hand, the advertisements are quite acceptable in the wider culture as the freedom of expression demands that it be depicted and if offensive it can be ruled out. Works Cited Wells, William, et al.

Advertising Principles & Practices (5th ed. ). New Jersey: Prentice Hall, 2000. Belch, George. E, and Michael A. Belch. Advertising and Promotion An Integrated Marketing Communications Perspective (6th ed. ). New York: McGraw-Hill, 2003 . Kotler Philip. Marketing Management The Millennium Edition New Jersey: Prentice-Hall, Inc. 2000. Kotler, Philip, and Gary Armstrong. Principles Of Marketing (10th ed). New Jersey: Prentice-Hall, 2000. Keller, Kevin. L. Strategic Brand Management Building, Measuring, and Managing Brand Equity.

London: Prentice Hall, 2003. Gilmore, Fiona. Brand Warriors. Great Britain: HarperCollins, 1997. Mowen, John. C. and Michael Minor. Consumer Behavior (5th ed). New Jersey: Prentice Hall, 1998. Fan, Y. (2000) “A Classification of Chinese Culture”, Cross Culture Management, An International Journal, 7:2, 3-10, http://bura. brunel. ac. uk/handle/2438/1277 Goodman Laura, Director, Corp. Marketing. http://www. rif. org/ 2008-02-29 Courtney, Alice, E. , and Thomas W. Whipple. Sex Stereotyping In Advertising Lexington, MA: Lexington Books, 1984.

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