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short essay about what is integrated marketing communication
chapter 17 integrated marketing communications
chapter 17 integrated marketing communications
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Identify messages that you have seen or heard from several companies. Are the companies being consistent with their messages across the markets they are targeting?
Let’s look at the Cereal world for kids. One brand of cereal that I have in my house is the Tony Tiger Frosted Flakes cereal. Their Grrrreat!!! Another cereal I have is Fruity Pebbles. Now with these two cereals that I have in my house the advertising market for these products are consistently being shown on tv and through social media. Even if I look it up on my computer the next day pop ups blogs show on my computer screen. They are advertised in the local penny saver newspapers for coupons. The question is do they get their message across. Yes because majority of the children are indulging on these products. With Tony saying their Grrrreat!! Put the image in the child mind that this product is ok and you will love them. With Fruity Pepples you have the commercial designed about fruits. So it makes the children think with their slogan healthy. Meanwhile both cereals are covered in sugar. The target market age is ruffly around 5 to 13 years old.
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As the media landscape changes, marketers may change the type of promotions they use in order to reach their target markets. With changing technology and social media (e.g., Facebook), less money is being budgeted for traditional media such as magazines and more money is budgeted for “new media.” Regardless of the type of media used, marketers use integrated marketing communications (IMC) to deliver one consistent message to
From cartoon and sports to having the toys in meals in a huge display and lowered. There are even advertisements that trick adults. They are convincing, but it can all be stopped with just simple reminders that it’s not real or it’s not good to have this in your body. These reminders can help America become less obese and more health conscious and can even affect the way children think as they grow up surrounded by them. The United States is slowly increasing its awareness of the condition that it is in by companies improving foods and people paying more attention to the nutrition’s in foods. Also many food companies have died down on television advertising for kids, but it is still found in other expressed ways. While it is okay to advertise the question of is it okay to advertise to children is still not answered. It all depends on the consumers what is right and wrong and how to approach each product. Obesity from these products can be cured by hard exercise, but this is not recommended for children. It is more efficient for children to just eat healthy as they are still growing each day. So the next time an ad pops up on the screen and that little girl or boy is focused on it try to explain to them by reading the ingredients or the nutrition label why they should not eat it often. With small steps like these children
Any agency that uses children for marketing schemes spend hundreds of billions dollars each year world wide persuading and manipulating consumer’s lifestyles that lead to overindulgence and squandering. Three articles uncover a social problem that advertising companies need to report about. In his research piece “Kid Kustomers” Eric Schlosser considers the reasons for the number of parents that allow their children to consume such harmful foods such as ‘McDonalds’. McDonalds is food that is meant to be fast and not meant to be a regular diet. Advertising exploits children’s needs for the wealth of their enterprise, creating false solutions, covering facts about their food and deceiving children’s insecurities. It contains dissatisfaction that leads to over consumption. Children are particularly vulnerable to this sort of manipulation, American Psychological Association article, “Youth Oriented Advertising” reveals the facts upon the statics on consumers in the food industries. The relationship that encourages young children to adapt towards food marketing schemes, make them more vulnerable to other schemes, such as, advertising towards clothing, toys and cars. Article writer of “The relationship between cartoon trade character recognition and attitude toward product category in young children”, Richard Mizerski, discusses a sample that was given to children ages three to six years old, about how advertising incurs young children that are attracted too certain objects or products on the market.
Everyday, more than eighty million Americans have some type of cereal for breakfast. Cereal is one of the most popular breakfast foods and some brand is found in almost every home in America (Topher). This vast industry stems from the late 1800s when John Harvey Kellogg and C. W. Post began cereal production in Battle Creek, Michigan (Topher). Today, numerous types and varieties of cereal line the grocery store shelves. However, only a few select companies make every one of those different kinds of cereal.
Wheaties is a wheat and bran mixture baked into flakes. It was introduced by General Mills (then Washburn Crosby Company) in 1924 as a wholesome breakfast cereal. Wheaties was invented accidently while simmering bran gruel, which spilled hot stove and dried into flakes. This happy accident took place in 1922 and world’s favorite breakfast cereal food was born. Initially the cereal was named Washburn’s Gold Medal Whole Wheat Flakes. Later, the company changed its name to Wheaties.
Commercials make the viewer think about the product being advertised. Because of the amount of television children watch throughout the week, it allows the children to be exposed to the information over and over again. Per year, children are known to view thousands of fast food commercials. On a daily basis, a teen will usually view five advertisements and a child aged six to eleven will see around four advertisements (Burger Battles 4). Businesses use this strategy to “speak directly to children” (Ruskin 3). Although the big businesses in the fast ...
The amount of money that is spent marketing to children is outrageous. Companies purposefully market to the young children's tastes in a variety of ways through package design, typefaces, pictures, and content. Key elements for successful marketing to young children are carefully and thoughtfully planned by companies. The entertainment, fast and friendly service, immediate gratification, familiar brand-names fun-to-eat, reasonable prices, value, and quality time are all fundamental basics. Companies justify their marketing as a "public service, expression of freedom of speech, and argue that the advertised foods are not inherently unhealthful, and emphasize that exercise "not diet" are the key to weight control. Company's claim that advertising contributes to nutrition education and argue that the primary responsibility for determining dietary intake rests with parents and caretakers." Unfortunately children are not with their parents or caretakers every minute of the day thus leaving time for them to fend for themselves while in school.
The objective of this lab is to try to separate the different compounds that are contained in cereal.
This topic is generally taboo, but we’ll bend that rule. I’m not saying it isn’t a potential discussion topic for you and a friend, but we’re all safe here. The art of persuasion is a much more complex process than we probably all imagine. You see, the art of persuasion is depicted into every grocery store, liquor store, and any shop for that matter. Take a cereal box, for my demonstration, I choose the one and only Cocoa Puffs. The first thing I noticed about the food packaging is that the whole design on the front cover appeared 3 dimensional. Many consumers are unaware, but food packaging and design plays a notable role in sales. Without a surprise, most cereal boxes contain child-friendly cartoon characters. Why might you ask? We can all agree that children are attracted to fun, and when a child sees “fun”, they more than likely nag on their parents; you know the rest. When I glanced over to the top-right of the box, I saw three sentences that stood out. “NO High fructose corn syrup, NO Colors form artificial sources, NO artificial flavors.” While most people don’t read all the lettering and words of the box before purchasing it, the word “NO” sticks out to our brain, and gives us a healthier image of the product. Genius. Of course the color combination of the letters is alerting and stand out. The middle of the box contains bubbly, 3-D letters with a swirl maze in between. The color
A vast number of studies have made attempts to define the term Integrated Marketing Communications. One of the most succinct and widely accepted definitions of the IMC concept is that defined by the American Association of Advertising agencies. That is, "a concept of marketing communications planning that recognizes the added value of a comprehensive plan that evaluates the strategic roles of variety of communications disciplines (for example, general advertising, direct response, sales promotion, and public relations) and combines these disciplines to provide clarity, consistency a...
..., M. A., Kerr, G.E., & Powell, I. (2012). Advertising and promotion. An integrated marketing communication perspective. North Ryde, N.S.W.,Australia: McGraw-Hill Aust. Pty. Ltd.
Since company Y’s license is withdrawn (Q_Y = 0), Company X is now as a monopolist which its demand curve will be the market demand curve. The company’s new MR curve which is corresponding with to its new demand curve (the market demand curve) intersects with the marginal cost curve at Q_M (higher output than Q_X1) and P_M (higher price than P_X1). The company can increase its quantity supplied while charging higher price due to lack of competition (price-maker). The new equilibrium price and quantity are at P_M and Q_M.
Many well known companies in today’s market claim to want to provide for their consumers and make their lives better through the use of their product. These companies also have goals, expectations, reputations, and salaries to pay. They will do anything to get their product ahead, whether it is an automobile, food brand, or electronic device. Companies selfishly promote their product, and sometimes end up hurting their buyer in the long run. It as if nothing else matters then getting ahead and making a profit. The Kellogg’s Company, the world's leading producer of cereal and a leading producer of convenience foods is no stranger to this method. The Kellogg Company has been accused of marketing their products with cartoon characters and product tie-ins aimed at children, despite high levels of sugar and salt in their foods. This causes a major health problem in a country where childhood obesity is an ever growing epidemic. A solution to this issue would be to scale back on sugar and fructose ingredients used in the products, and also add a kid friendly healthy line of foods to the company. This pleases the consumer, as well as expands the corporation.
The food that was selected is Nestle Fitnesse Chocolate Breakfast Cereal. The cereal was packed in an aluminium pack, sealed before placed in a sealed box. The ingredients that were available in this cereal were stated in Table 1. Ingredients served beneficial purposes in food as they will determine the nutritional value of the food. Ingredients also will provide various sources for nutrition such as carbohydrate, protein, lipid and also vitamins that are needed for our body besides help in monitoring the intake of the healthier products.
Across America in homes, schools, and businesses, sits advertisers' mass marketing tool, the television, usurping freedoms from children and their parents and changing American culture. Virtually an entire nation has surrendered itself wholesale to a medium for selling. Advertisers, within the constraints of the law, use their thirty-second commercials to target America's youth to be the decision-makers, convincing their parents to buy the advertised toys, foods, drinks, clothes, and other products. Inherent in this targeting, especially of the very young, are the advertisers; fostering the youth's loyalty to brands, creating among the children a loss of individuality and self-sufficiency, denying them the ability to explore and create but instead often encouraging poor health habits. The children demanding advertiser's products are influencing economic hardships in many families today. These children, targeted by advertisers, are so vulnerable to trickery, are so mentally and emotionally unable to understand reality because they lack the cognitive reasoning skills needed to be skeptical of advertisements. Children spend thousands of hours captivated by various advertising tactics and do not understand their subtleties.
As a little girl I loved watching television shows on Saturday mornings. I’d get upset when a show would proceed to commercial. That is until I watched the shiny new toy being played with by the girl my age and of course the cool new one that came into the happy meal, then I’d forget. After seeing the appealing commercial I’d run to my mom and try to slickly mention it. “You know McDonalds has a new Monster’s Inc. toy in their happy meal. Isn’t that great? “Now I realize that back then I was targeted by big companies to beg my parents for things that I didn’t need or that wasn’t good for me in order to make money. Advertising today is affecting the health of today’s children because they eat the unhealthy foods advertised to them on: television, the internet, and even at school. Therefore, an impassioned discussion of possible solutions has been brewing.