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Archive for Family Values


The Enterprise Way

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Enterprise Rent-A-Car. When you hear this name what is the first thing that comes to mind? Perhaps it is a picture of a wrapped car and the slogan “We’ll pick you up.” This could be because Enterprise has had the same advertising campaign for over two decades.

Earlier this year, the company announced a brand new advertising campaign that will be focused around TV commercials and social media. The campaign emphasizes the brand’s main philosophy, “Take care of your customers and your employees first, and the profits will follow.” Founded by Jack Taylor, and currently owned by family members of Mr. Taylor, Enterprise is a company that deeply cares about its customers.

“The Enterprise Way” created by St. Louis based Cannonball Advertising focuses on the most important values of the company. “The Enterprise Way” campaign uses current employees to tell the story. Each employee expresses how they feel about the brand’s customer service, heritage, and culture.

Along with TV spots, the campaign is also relying heavily on social media outlets. Their Facebook page includes all of the TV spots, but it also shows additional interviews with Enterprise employees as well as outtakes from the commercials. The company is also utilizing Twitter, YouTube and Flickr outlets to promote the new campaign.

Enterprise Facebook

These two TV spots are very simplistic and straight to the point. It is obvious that Enterprise values the fact that the company is family-owned. This campaign is responsible in the aspect that the commercials are not trying to shove the brand down the consumer’s throat, compare themselves to another brand, or market tangible items. Instead they are reinforcing some important values that customers find important such as family, hedonism and authenticity. This campaign is relevant to the large percentage of the population it will reach, as the values it touches upon are shared among our culture. When watching the TV spots, consumers will get that warm and fuzzy feeling by knowing that the company will be there for them in a time of need. The way that these commercials promote the brand is very successful because it will motivate the consumers to go to Enterprise when they need a vehicle, whether it is because theirs is in the repair shop or just because they want to go on vacation.

In the “Family Business” commercial shown below, it touches upon the aspect of not only getting a customer to come to Enterprise once, but keeping them for the long run. By showing the values that the company is based on and communicating good customer service to potential consumers, those consumers have the opportunity to develop enduring involvement with the brand. After all, everyone will probably need to rent a car at some point in life, right?

The portrayal of the company and showing that they will be there for their customers has made for a very successful campaign. Through “The Enterprise Way,” they have communicated that consumers will have peace of mind when working with Enterprise, and any experience they have will be one to remember (and hopefully one that promotes a long lasting relationship!)

Below are two additional commercials from the campaign:

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Why are we as consumers continuously trying to dodge advertising? The answer is both complex and yet quite simple.

As a consumer driven culture we are inundated with ads through various types of media every second of every day. From television and magazines to Internet and buses, we are never without the influence of some form of advertisement. Even those aspiring to build a career in the advertising field do not want to see ads–thus the genius behind such technological advances as DVR and Tivo–and yet, advertising drives consumerism just as much as it depends upon it. At the heart of this infinite cycle is trust, and the ability to distinguish the responsible from the irresponsible while wading through the ad clutter.

As a consumer, we directly and indirectly live by a value system where trust is the leading act (hard to successfully get and keep). In a culture so bedecked with various media and ads, which should the consumer trust? According to Judy Shapiro, this idea of trust correlates with decreasing integrity in media as a result of too many options and undefined roles of “credible journalists, entertaining bloggers, and self-proclaimed experts.” Who is deemed credible, and how does the consumer know if the ad or advertiser is credible?A series of warning labels designed by comedian Tom Scott.

This is where advertising and its responsibility to the consumer play a part. Advertising today has evolved from simply selling a product to selling a brand, lifestyle, and most importantly, a relationship.

They always say that the key to a good and healthy relationship in life is trust, why can’t this be true for all aspects of life? Today, consumers build and break and rebuild relationships without blinking an eye. How do advertisers get to the consumer through all other competition and ignored ads? Advertisers must successfully sell the brand image and wanted lifestyle in order for the consumer to buy the relationship. In this culture, consumers buy an identity or a symbol not a product. The black hole here, however, is that the consumer must first form a relationship to a product, which begins with advertising.

Consumers do not trust advertising because it has lost its credibility due to the volume of ads consumers are exposed to daily. Not only does the amount of advertising defer us, but also by human nature we tend not to trust. This can be attributed to our cultural foundation based on classical liberal beliefs not to trust centralized government or big businesses. Again and again, this notion has been proven through such overbearing players as the once powerful tobacco industry that used ulterior motives, morally ambiguous marketing tactics, and capitol based get-out-of-jail-free cards to enhance profit. Instead, consumers listen to other consumers through word of mouth because it is based on experience and direct human interaction, not advertising.

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Joe’s Crab Sh*t

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Since this is a blog about ‘virtuous advertising’, when I saw the latest Joe’s Crab Shack commercial this morning I leaped out of bed to post it for everyone to see. Based on this ad, I’m not sure who Joe’s target audience is. Since the ad features a family dining at the restaurant, one would think that it was aimed at young families, however after each of the each of the two children say “Oh Shit!” following their parents, I’m starting to think otherwise. Is the restaurant trying to target teens and young adults who may find this funny? I’m still not sure what Joe’s Crab Shack was thinking, but the ad has already been banned on FOX, Turner Network, and The Discovery Channel.

Categories : General Virtues
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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.

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Family 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?

Categories : Family Values
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“Today’s the Day” at JCPenney

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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.”

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