Archive for December, 2009
Recipe for Joy
Posted by: | Commentshttp://www.americangreetings.com/channel/kraft/
Kraft Foods and American Greetings have teamed up to help provide meals for the hungry by donating 10 meals for every free e-card that is sent by users. Donations benefit Feeding America, the largest hunger relief charity in the US.The company had originally committed to donating at least one million meals, but the program has been so successful they are increasing their commitment by offering 3 million meals.
The e-cards include recipes, and entertaining tips for the holiday season. Users can create online recipe boxes, and share their favorites with other users or friends. Users who had shown interest in giving back to their communities inspired the program.Kraft has been a longtime supporter of Feeding America, donating $770 million over the past 25 years.Promotion for this program has been on online social networking sites twitter and facebook, as well as the kraftfoods.com site. The company has also sponsored a holiday movie on the hallmark channel.
I think the fact that Kraft and American Greetings have kept a relatively low profile on this promotion is great. Kraft is trying the help their site users feel like they are making an impact and giving food to the hungry this holiday season!
Go ahead, blame advertising. You know you want to!
Posted by: | Comments
The photos above were taken by a Korean named JeongMee Yoon for her Pink & Blue Project.
JeongMee Yoon’s current work, “The Pink and Blue Projects” explores the trends in cultural preferences and the differences in the tastes of children (and their parents) from diverse cultures, ethnic groups as well as gender socialization and identity. The work also raises other issues, such as the relationship between gender and consumerism, urbanization, the globalization of consumerism and the new capitalism. The topic seems to be well treading territory already but it’s still crazy to visualize. Some of the poses that these kids strike are interesting too.
I found those pretty photos just by accident. I actually love them from the visual point. But to be honest when putting on my “advertiser” hat, I do feel a little bit guilty when facing those colorfully photos though I know if I saw those photos just from a normal public viewpoint, I wouldn’t feel any weird. Apparently, Children & Consumerism issue is portrayed vividly in those photos. So I wonder, as advertisers, should we blame ourselves for worsening the children consumerism problem?
Also, the photos seem to me that things have changed a lot since I was a kid. There is just more fancy stuff for kids than their used to be. While starting to “envy” those lucky kids who born in such a plenty commodity market nowadays, I “admire” the overwhelming advertising power on leading the public especially our kids into an over-consumption era.
I know some may still argue that there is not anything wrong with marketers and advertisers trying to make sales and profit. However, the effects of things like mass consumption, the intense advertising, and targeting to children and its impacts over so many aspects of daily lives is of concern. Children are not only customers, but also consumers, influencers and users in the family Decision-Making Unit. From my personally opinions, I do think children’s identities shouldn’t be defined by their consumer habits; yet that is the main way they see themselves reflected in the media—as consumers, and advertisers are targeting younger and younger children with this message.
Do Advertisers Have The Flu Bug?
Posted by: | CommentsThis year, the world witnessed a major pandemic of a type of swine influenza called H1N1. This outbreak of the swine flu has caused consumers to be more concerned about getting a flu vaccine and taking preventative steps to counteract the spread of the virus.
Yet as fears of the swine flu increase, so do the number of flu prevention advertisements, especially within household cleaning product categories like soap and antibacterial cleaners. Brands like Dial, Purell, and Lysol have all released marketing efforts aimed at educating consumers on flu prevention (see the Wall Street Journal article).
Other campaigns have focused on vaccine preventions. Take this Walgreens TV spot centered on the importance of receiving the flu vaccine:
This ad features Walgreens CEO advocating early flu vaccination to protect your loved ones. This ad would appeal to those consumers who value their health during the cold and flu season. Walgreens positions their brand as a helping partner to help consumers fight the flu. The spot uses appeals like ease of effort with convenient hours and days of business. Using Walgreens’s CEO, a pharmacist himself, increases the credibility of the advertisement.
Some bloggers and consumers, however, feel that the exploitation of consumer fear of getting sick is “quite a sleazy course of conduct” ( see the Wall Street Journal article). Dean Crutchfield, an independent branding consultant, believes marketers should donate resources to school and hospitals instead of increasing their marketing budgets. These actions create a sense of benevolence and charity around their brand.
This sense of goodwill is exactly what brands like Walgreens are doing. Walgreens partnered with Dr. Oz from the Oprah show to educate about preventing the flu and committed to distributing 1 million dollars worth of flu shots to those in need. Take a look at their feature on Dr. Oz’s show:
Other brands are taking similar steps to provide sanitizers and cleaning products to schools and hospitals in need.
There will always be those critics who say the flu vaccine is unnecessary or even harmful. But with 14 to 34 million cases of H1N1 and 2,500 to 6,000 H1N1-related deaths in just seven months of 2009 ( see more statistics at the Centers for Disease Control and Prevention) any preventative step could be seen as necessary. Advertisers can help keep the flu at bay by playing a role in the education and prevention of the swine flu for consumers. Now that’s what I call a clean bill of health.
What do you think: is it ethical for advertisers to market swine flu prevention-related products and services?
Obama, NFL players encourage kids to exercise for 60 min every day
Posted by: | Commentshttp://www.youtube.com/watch?v=tXsoDx9s0j0&feature=player_embedded
There is a series of great NFL commercials running on TV advocating for more active children. I think that this is a great initiative given the rising problem of obesity among young children and the common concern that children spend too much time at home infront of the TV and the computer. This is a great example of how advertising is good for society. I especially like President Obama’s involvement in the campaign as a role model to many Americans.
The campaign advocates not only active and exercising children, but it also encourages personal relationships among children. If kids spend too much time online while their parents are at work, their only friends will be the virtual ones and the ones on the online games. However, such kids are missing the personal touch and emotions they can have if they are playing outside with other kids.
This is a great example of a cause marketing campaign which proves one more time that advertising, if used right, is good for society. By recognizing the current problem in society of children obesity and addressing it in the campaign through providing a solution to it - exercising at least 60 min a day in a fun way (by playing with peers), advertisers can change behavior in a way beneficial to society. Here is when the persuasive character of advertising comes into play. Furthermore, by using of influential figures such as Obama and NFL players, the advertisers not only facilitate higher attention among consumers, but I also believe that consumers will elaborate on the message in the ad and hopefully change their behavior in the long run.
Secondhand Smoke PSA
Posted by: | CommentsCreated by Denver, Colorado-based agency Cactus, this anti secondhand smoke campaign was created for the State Tobacco Education & Prevention Partnership (STEPP). The aim of this spot was to send a clear message to parents about the potentially dangerous affects that secondhand smoke can have on children.
This spot beautifully illustrates how poisonous secondhand smoke penetrates all those that get in its path. Using a novel concept of ravens to portray the pathogens released into the air is sure to grab the attention of many. The spot also uses a fear appeal to make sure the message hits home with parents.
Check it out:
I’d like to hear what y’all have to say about this spot. Typically, I don’t think fear appeals work, but in this case I think the use is very effective.
BEEr-ing Responsible
Posted by: | CommentsWe all see those friendly reminders at the end of alcohol commercial that remind consumers to “Drink Responsibly.” It is easy to tag that line at the end of your brands message, but Anheuser-Busch has gone above and beyond to inform and voice to consumers the importance of responsible drinking.
Anheuser-Busch, the largest brewing company in the United States, has launched a website defining their corporate social responsibility the website focuses on Underage Drinking, Drunk Driving, College Drinking,and Responsible Drinking.
www.beeresponsible.com
Each section of the website details Anheuser-Busch’s stance on the respective issues. The website also has alcohol related statistics and studies that have been previously conducted that can be used as an education tool for consumers.
Additionally, there is a tab on the website entitled Advertising that includes all of Anheuser-Busch’s advertisements that promote responsibility while consuming alcohol. Besides the advertisements the advertising section also includes the companies advertising policy. Anheuser- Busch makes a very firm statement on their website regarding their intentions through their advertisements.
“Our commitment to responsible advertising shows in the marketing messages and vehicles we create, the thorough review process in the development of brand advertising and the careful attention we pay to selecting appropriate programming for our commercials. In each case, we are committed to focusing on our consumers – adults of legal drinking age who choose to drink.”
This statement is followed by a code of standards that discusses the companies stance on advertising through each medium including college campuses, advertising and marketing, and television.
It is very impressive that a alcoholic beverage giant like Anheuser- Busch makes such a large effort to make their responsible consumptions desire visible to the public.
Should this type of information be required by all alcohol companies? If so do you think that Anheuser- Busch should make a greater effort in promoting this website.
Kellogg’s – Rediscovering the value of family
Posted by: | Commentshttp://www2.kelloggs.com/general.aspx?id=1423
This is Kellogg’s new commercial promoting family values. In an industry where advertising cereal to children is such a controversial subject, this new ad campaign is sending the right sort of message to parents. This ad targets parents with healthy and tasty Kellogg’s cereal choices, which their kids will enjoy. Not only does this ad show family togetherness, but it promotes a balanced lifestyle where kids are involved in an array of activities. It shows happy kids involved with sports, school, and their family.
Further, the ad touches on a top of mind issue: the economy. Kellogg’s has broken down the cost of enjoying a serving size of cereal and milk to 50 cents a bowl. In the commercial it includes the types of Kellogg’s cereals that are included in this financial breakdown. To avoid misleading customer, the Kellogg’s website explains which cereals are included, and which are not. In its effort to promote family values, this includes the value of saving money. Saving money is beneficial in economic hard times, but on a greater level, could be directly correlated to the terminal value of family. As we discussed in class, terminal values are desired end states which are achieved through instrumental values.
I liked how the ad also used a sense of familiarity in its terminology with each type of cereal such as “conversations” with Rice Krispies and “great” with Frosted Flakes. It really ties together the individual types of cereal to the brand with one wholesome message: family.
MassMutual and Stouffer’s: Promoting Family Values in Advertising
Posted by: | CommentsFamily values are a central part of the traditional American life. The traditional family presented in images and media consists of a stay-at-home mom, a working dad, and their children. Today’s modern families, however, don’t necessarily fit this mold. Modern families may consists of dual career parents, single parent, same sex parent families, or families with no children at all.
With a variety of modern family types, some Americans believe the traditional family values of love, security, and nurturing are losing their importance in modern culture. How can advertising help to promote these family values? Through messages that emphasize family over work, family teamwork, and spending time together as a family, no matter what your family may look like.
Dual-career families are more prevalent than ever in modern society. Families with two incomes tend to have higher discretionary spending and less traditional household decision roles. But most importantly, dual-career families can suffer from role overload, meaning parents may have less time because they juggle a career and family.
This TV spot for MassMutual depicts a workaholic father who faces a difficult decision between work and family:
The father, who has a great office with a fantastic view, chooses to move his office to home to spend more time with his daughter. The commercial asks the consumer, “What is the sign of a good decision?” The spot clearly supports spending time with family as a good decision. This classic debate over work and family has been featured many times in popular media, including movies like Click with Adam Sandler.
This TV spot for Stouffer’s uses family values like teamwork, spending time together, and creating memories to promote their dinner entrees:
The copy states: “Tonight’s dinner specials: teamwork, time together, real conversations, and memories. All for under $2 a serving.” Stouffer’s attempts to position their dinners as a way for families to connect and spend time together.
MassMutual and Stouffer’s are just two examples of brands using family values in advertising messages. These brands recognize the diversity of modern families and a problem that many families face: choosing between work and time with family.
Family values are not uncommon in advertisements today, especially within household product categories. It takes consumers like us to identify the positive messages and family values in advertising today and to realize the socially responsible implications of these messages.
What examples of family values have you seen in advertisements lately?
Spreading Holiday Cheer and Consumer Diversity: Gap and the Holiday Commercial Season
Posted by: | CommentsAh, the magic of the holiday commercial season. Gap, Garmin, Wal-Mart, Kmart, and a bevy of other brands are hopping on the holiday bandwagon and releasing feel-good campaigns the represent the sentiment of the holidays.
It’s no secret that advertisers use holiday appeals in their campaigns, and not just those end-of-year holidays. This year, Heineken beer ran print ads as the “official sponsor of Halloween” (see print examples at Paula Zargaj-Reynold’s blog).
For the end-of-year holiday season, advertisers attempt to evoke positive, sentimental, warmhearted, and uplifting affective consumer responses. You might know these ads from the “warm and fuzzy” feeling you get inside when you see a holiday ad (see Rennie’s Nov 14th post on WalMart’s Christmas TV spot). But how does “warm and fuzzy” translate to increased ROI?
This year, many companies are increasing their holiday advertising budget beyond previous years, many hoping to combat falling sales in an economic downturn. Companies like Kmart, Wal-Mart, Target, J.C. Penney, Home Depot, and Lowe’s are all up on advertising spending for the holiday season (see Wall Street Journal’s article). Increasingly, these retailers are emphasizing value for frugal consumers in an economic recession, hoping that their holiday appeals will capture the heart (and the wallet) of holiday shoppers.
Retailers like Gap are releasing campaigns with a mass holiday appeal for consumers with a variety of holiday beliefs.
The Crispin Porter + Bogusky TV spot, Gap’s first in over two years, features “Glee-style” dancers chanting, “go Christmas, go Hanukkah, go Kwanzaa, go solstice,” in an effort to include consumers with a variety of beliefs. Embracing the diversity of American consumers, including their religious differences, is an effective way for advertisers to create mass appeal and celebrate the holidays responsibly. Gap embraces the sentiment of the holidays with a message of inclusiveness.
However, the American Family Association called for a two-month boycott of all Gap brands, claiming Gap failed to use the word ‘Christmas’ in its advertising. The War on Christmas happens every holiday season, but this ban is particularly interesting because the Gap spot does, in fact, use the word ‘Christmas.’ But Gap shouldn’t fret about the AFA ban: historically, past AFA bans have had no impact on sales (see LA Times article).
Whatever your holiday beliefs may be, embracing the diversity of consumers is a smart and socially responsible way to usher in the holiday season, especially in advertising. Marketing messages of sentiment, tenderheartedness, and “warm and fuzzy” feelings are the best way to celebrate the spirit of the holidays.
“Today’s the Day” at JCPenney
Posted by: | Comments
This is an example of using advertising as an effective sales tool while not being too in your face. JCPenney shows their wide range of products without reverting to the cliche “car salesman” technique.
The simple concept of having an item for every room in your house is combined with promoting family values and reminding consumers to stop and appreciate the little things in life. The simplicity of the spot is beautiful and the lack of a voiceover is a welcome change from the usual commercial.
It also uses vignettes from everyday life that the target market can relate to and see themselves in. Using this technique of self-referencing creates an affective involvement with the consumer and helps them to remember the brand.
The virtuous aspect of this ad comes into play with the potential impact it could have on society and family “norms.” This is a great example of how advertising can “mold” society in a positive way. By promoting family togetherness and a general sense of love, this commercial projects a slice of reality that should be more celebrated.
Since it’s the holiday season, maybe this spot will convince you to consider JCPenney’s for your holiday needs. And don’t forget, “Today’s the day” to start living your life, because “Everyday matters.”
