Launch! Advertising and Promotion in Real Time, 2009a
Launch! Advertising and Promotion in Real Time, 2009a Launch! Advertising and Promotion in Real Time, 2009a
share, so they tend to be more strident in tone. For example, while virtually everyone advocates designating a driver to abstain from drinking (even the alcohol industry), not all of us agree with messages that exhort us to practice safe sex or avoid eating meat. The organization People for the Ethical Treatment of Animals (PETA) is a good example of a group that employs graphic messages to drive home its agenda, whether it’s advocating an end to using lab animals for product testing or urging a boycott of the fur industry. PETA has used former Baywatch actress Pamela Anderson and ex-Beatle Paul McCartney in spots to protest the handling and killing of poultry, and most recently the group even involved the Pope in its efforts. The group’s KentuckyFriedCruelty.com Web site featured the Pope’s photo next to a quote it attributed to him: “Animals, too, are God’s creatures.…Degrading [them] to a commodity seems to me in fact to contradict the relationship of mutuality that comes across in the Bible.” (Note: PETA didn’t ask for or receive the Catholic Church’s permission to use the photo or the quote.) [6] Nonprofit Advertising Many not-for-profit organizations, including museums, zoos, and even churches, rely on advertising to recruit members, attract donations, and promote their activities. Churches aggressively brand themselves to fill empty pews. For example, the “megachurch” Willow Creek Community Church near Chicago uses sophisticated marketing techniques (including selling copies of sermons on CDs) to attract over twentyfive thousand worshippers. Local governments use advertising to attract new businesses and industries to their counties and cities. Even states are getting into the act: We’ve known for a long time that I NY, but recently Kentucky and Oregon hired advertising agencies to develop statewide branding campaigns. The official state motto of Oregon is now “Oregon. We love dreamers.” [7] A publicity campaign to select a state slogan for New Jersey generated a lot of questionable entries, including “It’s Jersey: Got a problem with that?” “New Jersey: We’ll look the other way,” and “New Jersey: Be sure to pick up a complimentary chemical drum on your way out.” The state went with something a bit less colorful: “New Jersey, Come See For Yourself.” [8] Dig Deeper How far should nonprofit organizations go to promote their agendas? The Nationwide Children’s Hospital in Columbus, Ohio (a $50 million donation from the Nationwide Insurance Company prompted this name) recently came under fire for its embrace of corporate sponsors. In 2008 the hospital announced Saylor URL: http://www.saylor.org/books Saylor.org 67
plans to rename its emergency department the Abercrombie & Fitch Emergency Department and Trauma Center in exchange for a $10 million donation from A&F. Citing A&F’s racy ads that feature (apparently) underage models, an advocacy group called The Campaign for a Commercial-Free Childhood vigorously protested the name and submitted a letter signed by more than a hundred doctors and child welfare advocates. A spokesman explained, “A company with such cynical disregard for children’s well-being shouldn’t be able to claim the mantle of healing.” [9] What do you think: is this use of corporate sponsorship over the top, or would forbidding it be throwing out the baby with the bathwater? SS+K Spotlight SS+K regularly engages in philanthropic work through an informal organization it calls David’s Work. This is named after David McCall, the creative founder who was on the board of SS+K before his untimely death while on a mission with his wife. After leaving the ad biz, David donated his time and effort to doing good, so SS+K does something in his honor every few months; typically this involves fundraisers for local schools. Green Marketing In the early twenty-first century, we are witnessing a profound shift in priorities as people clamor for products and services that are good for their bodies, good for their community, and good for the earth. Some analysts call this new value conscientious consumerism. They estimate the U.S. market for bodyfriendly and earth-friendly products at more than $200 billion. In particular, some marketers single out a type of consumer they call LOHAS—an acronym for “lifestyles of health and sustainability.” This label refers to people who worry about the environment and spend money to advance what they see as their personal development and potential. These so-called “Lohasians” (others refer to this segment as cultural creatives) represent a great market for products such as organic foods, energy-efficient appliances, and hybrid cars, as well as alternative medicine, yoga tapes, and ecotourism. One organization that tracks this group estimates they make up about 16 percent of the adults in the United States, or 35 million people; it values the market for socially conscious products at more than $200 billion. [10] Just how widespread is conscientious consumerism? In a 2007 survey, eight in ten consumers said they believe it’s important to buy green products and that they’ll pay more to do so. Corporate responsibility is Saylor URL: http://www.saylor.org/books Saylor.org 68
- Page 18 and 19: Figure 1.9 The Pitch Process How do
- Page 20 and 21: 1.4 Let’s Meet the Potential Clie
- Page 22 and 23: 1.5 Exercises TIE IT ALL TOGETHER N
- Page 24 and 25: message to them. What do you percei
- Page 26 and 27: LEARNING OBJECTIVES After studying
- Page 28 and 29: eally are trying to fake you out. F
- Page 30 and 31: MySpace. We weren’t early enough
- Page 32 and 33: Specialty print media include bookl
- Page 34 and 35: Ad-Supported Content Ad agencies ar
- Page 36 and 37: [5] “Traditional Radio’s Digita
- Page 38 and 39: the promotional activities that int
- Page 40 and 41: increasingly thin layer of audience
- Page 42 and 43: Figure 2.8 A sales promotion is a t
- Page 44 and 45: 2.3 Advertising Industry Structure
- Page 46 and 47: Figure 2.10 Matrix Organization in
- Page 48 and 49: P&G reacted to this problem when it
- Page 50 and 51: Media buyers and media planners eva
- Page 52 and 53: Within a company, the jobs of the a
- Page 54 and 55: [1] Suzanne Vranica, “Ad Houses W
- Page 56 and 57: drumsticks and simulated drumhead p
- Page 58 and 59: Figure 3.1 Build a Foundation Chapt
- Page 60 and 61: 3.1 Economic Effects of Advertising
- Page 62 and 63: Broadcast radio and TV rely exclusi
- Page 64 and 65: 3.2 The Good: Advertising Enhances
- Page 66 and 67: washing with soap, that remain kill
- Page 70 and 71: now one of the primary attributes s
- Page 72 and 73: [8] Mister Snitch!, “Top Ten Reje
- Page 74 and 75: here is subjective—your image of
- Page 76 and 77: “If you let me play sports, I wil
- Page 78 and 79: Categories can be made quite specif
- Page 80 and 81: Luxury products are not a bad or wa
- Page 82 and 83: [9] Jean Grow and Joyce M. Wolburg,
- Page 84 and 85: 3.4 Advertising Regulation: Who Loo
- Page 86 and 87: Agencies), the ANA (Association of
- Page 88 and 89: [3] American Association of Adverti
- Page 90 and 91: about one-half the size of existing
- Page 92 and 93: Chapter 4 Consumers and the Communi
- Page 94 and 95: messages they see or hear, and when
- Page 96 and 97: 4.2 Is the Medium the Message? Comp
- Page 98 and 99: Figure 4.4 SS+K used actor George C
- Page 100 and 101: SS+K developed a comparative messag
- Page 102 and 103: Audio Clip “Ahem” http://app.wi
- Page 104 and 105: After studying this section, studen
- Page 106 and 107: SS+K Spotlight The memes and trends
- Page 108 and 109: 4.4 Decision Making LEARNING OBJECT
- Page 110 and 111: Motivation refers to the processes
- Page 112 and 113: 4.5 Internal Influences on Consumer
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plans to rename its emergency department the Abercrombie & Fitch Emergency Department <strong>and</strong> Trauma<br />
Center <strong>in</strong> exchange for a $10 million donation from A&F. Cit<strong>in</strong>g A&F’s racy ads that feature (apparently)<br />
underage models, an advocacy group called The Campaign for a Commercial-Free Childhood vigorously<br />
protested the name <strong>and</strong> submitted a letter signed by more than a hundred doctors <strong>and</strong> child welfare<br />
advocates. A spokesman expla<strong>in</strong>ed, “A company with such cynical disregard for children’s well-be<strong>in</strong>g<br />
shouldn’t be able to claim the mantle of heal<strong>in</strong>g.” [9] What do you th<strong>in</strong>k: is this use of corporate<br />
sponsorship over the top, or would forbidd<strong>in</strong>g it be throw<strong>in</strong>g out the baby with the bathwater?<br />
SS+K Spotlight<br />
SS+K regularly engages <strong>in</strong> philanthropic work through an <strong>in</strong>formal organization it calls David’s Work.<br />
This is named after David McCall, the creative founder who was on the board of SS+K before his untimely<br />
death while on a mission with his wife. After leav<strong>in</strong>g the ad biz, David donated his time <strong>and</strong> effort to do<strong>in</strong>g<br />
good, so SS+K does someth<strong>in</strong>g <strong>in</strong> his honor every few months; typically this <strong>in</strong>volves fundraisers for local<br />
schools.<br />
Green Market<strong>in</strong>g<br />
In the early twenty-first century, we are witness<strong>in</strong>g a profound shift <strong>in</strong> priorities as people clamor for<br />
products <strong>and</strong> services that are good for their bodies, good for their community, <strong>and</strong> good for the earth.<br />
Some analysts call this new value conscientious consumerism. They estimate the U.S. market for bodyfriendly<br />
<strong>and</strong> earth-friendly products at more than $200 billion.<br />
In particular, some marketers s<strong>in</strong>gle out a type of consumer they call LOHAS—an acronym for “lifestyles<br />
of health <strong>and</strong> susta<strong>in</strong>ability.” This label refers to people who worry about the environment <strong>and</strong> spend<br />
money to advance what they see as their personal development <strong>and</strong> potential. These so-called “Lohasians”<br />
(others refer to this segment as cultural creatives) represent a great market for products such as organic<br />
foods, energy-efficient appliances, <strong>and</strong> hybrid cars, as well as alternative medic<strong>in</strong>e, yoga tapes, <strong>and</strong><br />
ecotourism. One organization that tracks this group estimates they make up about 16 percent of the adults<br />
<strong>in</strong> the United States, or 35 million people; it values the market for socially conscious products at more<br />
than $200 billion. [10]<br />
Just how widespread is conscientious consumerism? In a 2007 survey, eight <strong>in</strong> ten consumers said they<br />
believe it’s important to buy green products <strong>and</strong> that they’ll pay more to do so. Corporate responsibility is<br />
Saylor URL: http://www.saylor.org/books<br />
Saylor.org<br />
68
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