Per Kleppner's book, a number of lawsuits have been filed against fast food chains charging that their promotions of high-calorie, fatty menu items have led to various health problems namely obesity. Also, per the CDC, in 2007 only one state (Colorado) had a prevalence of obesity less than 20%; 30 states had a prevalence equal to or greater than 25% and 3 states (Alabama, Mississippi and Tennessee) had a prevalence of obesity equal to or greater than 30%.
So, my question to you is do you think it's the advertisers fault that there is so much obesity in America namely in children? I think that the advertisers are doing their job for the companies and it's the companies job to make sure that they have healthy food on the menu. I think that people make their own choices and they choose what they want to consume. These days families have such busy lives with both parents working that it is easier to pick up fast food than cook a healthy meal but with the rising cost of food and gas it may be cheaper to cook at home in the end.
Thursday, July 24, 2008
Advertising for the Melting Pot
In years to come there will be no single nationality of African American, White, Hispanic or Asian. I think everyone will be mixed with all different cultures. When kids today make friends I don't think they see color they just want a friend to play with. I am mixed with Black, White and Indian. My grandson is mixed with everything except Asian. All cultures are different and advertisers need to find a way to appeal to each one to sell their products. If a culture feels excluded they will not buy that product and pass the word onto others.
I haven't seen any commercials on local television advertising for any African American, Hispanic or Asian products. Maybe when an African American show is on they will incorporate some black products in the commercials. Most African American products are advertised on BET, Black Starz or TV1 cable networks. Whereas, I'm sure the Hispanic products are advertised on the Hispanic cable networks. Does anyone know where the Asian products are advertised? The only time I see all the ethnicities in one place is at the grocery store. Some of the products are in separate sections, for example the chinese and mexican foods, and what is considered the African American foods, i.e. collard greens, are on the shelves with the other products in the same food category. Do African Americans, Hispanics and Asians use different products than Whites other than food or hair care products? If not, then I think the advertisers just need to include more African Americans, Hispanics and Asians in their commercials for them to feel included.
I haven't seen any commercials on local television advertising for any African American, Hispanic or Asian products. Maybe when an African American show is on they will incorporate some black products in the commercials. Most African American products are advertised on BET, Black Starz or TV1 cable networks. Whereas, I'm sure the Hispanic products are advertised on the Hispanic cable networks. Does anyone know where the Asian products are advertised? The only time I see all the ethnicities in one place is at the grocery store. Some of the products are in separate sections, for example the chinese and mexican foods, and what is considered the African American foods, i.e. collard greens, are on the shelves with the other products in the same food category. Do African Americans, Hispanics and Asians use different products than Whites other than food or hair care products? If not, then I think the advertisers just need to include more African Americans, Hispanics and Asians in their commercials for them to feel included.
Tuesday, July 22, 2008
Packaging
Packaging plays an important role with products especially now. Most companies are trying to be environmentally friendly. Some consumers are using the cloth bags for their groceries and some celebrities have or are endorsing clothing lines that are safe for the environment and are all natural. If the packaging doesn't catch your eye with the design, colors and words then more than likely the product will go unnoticed and be replaced by a more eye catching product. Also, since there may be the same products for numerous companies your packaging must stand out. For instance, if you want spagetti sauce there is Prego, Ragu, Newman's Own. There are several different types of chips and beer on the market.
In my opinion, it's not just the packaging that will temp the consumer to buy the product. It still has to be a good product no matter what the outside looks like. It's the inside that counts.
In my opinion, it's not just the packaging that will temp the consumer to buy the product. It still has to be a good product no matter what the outside looks like. It's the inside that counts.
Personal Brand Names
Oprah is her own brand. She has the Oprah Winfrey Show, O the Oprah magazine, a radio show on XM satellite radio, Harpo Films, Oprah's Bookclub and now OWN the Oprah Winfrey Network on cable television. Even though Oprah has not put her name or image on food products, clothes, shoes or perfumes she is her own brand. Oprah's target market is women and if Oprah endorses a book or other products on her show women flock to the stores. Oprah can make or break a product. I think that is why a lot of companies want her endorsement as one of her favorite things. I can honestly say I too have been bitten by the Oprah bug. I subscribe to her magazine, watch or TIVO her show and I have also bought a couple of her favorite things, the inexpensive ones that is, and I have read some of the books that she endorsed. All of Oprah's brands are registered trademarks of Harpo, Inc.
Martha Stewart is another woman with her own brand. She has a TV show, Radio show, Martha Stewart Living magazine, furniture, crafts and she has the Martha Stewart Collection of bedding, pots and pans. Martha is another businesswoman with a strong target audience of women and can get them to the stores to buy the products.
Companies spend a lot of money to help define and establish their brand. Oprah said "my brand developed deliberately by accident. One choice at a time. No strategic planning. No marketing or development experts. Just daily choosing to do what felt like the right thing to do."
Martha Stewart is another woman with her own brand. She has a TV show, Radio show, Martha Stewart Living magazine, furniture, crafts and she has the Martha Stewart Collection of bedding, pots and pans. Martha is another businesswoman with a strong target audience of women and can get them to the stores to buy the products.
Companies spend a lot of money to help define and establish their brand. Oprah said "my brand developed deliberately by accident. One choice at a time. No strategic planning. No marketing or development experts. Just daily choosing to do what felt like the right thing to do."
Sunday, July 20, 2008
Nobody's Watching
The first television advertisement was broadcast in the U.S. on July 1, 1941, when the Bulova Watch Company paid $9 for a 20-second spot aired before a baseball game between the Brooklyn Dodgers and the Philadelphia Phillies. The average cost of a single 30-second TV spot during the 2008 Super Bowl game, which is known as much for its commercial advertisement as for the game, has reached $2.7 million. My have times changed. I think during the game is the only time anyone really watches commercials. These are suppose to be the best commercials the companies have to offer to advertise their product to over 90 million viewers. These are the commercials that are critiqued around the water cooler on Monday after the game and they need to stick in the consumers head.
Other than big games, I don't think hardly anyone is watching TV must less TV commercials. Normally, if you are watching TV when the commercials come on that's your cue to go to the bathroom, get something to eat or make a quick phone call. Most people don't have the time to sit and watch TV anymore. They are either on their computers, working a second job to pay for basic needs, going to school at night or taking care of the kids. Even the kids aren't watching TV because they are playing video games or are on the computer. If there is a show that you want to watch and you won't be home you will TIVO it and when you do watch it you will fast forward through the commercials, at least I do.
I guess the companies will have to continue making TV commercials in hopes that someone is watching.
Other than big games, I don't think hardly anyone is watching TV must less TV commercials. Normally, if you are watching TV when the commercials come on that's your cue to go to the bathroom, get something to eat or make a quick phone call. Most people don't have the time to sit and watch TV anymore. They are either on their computers, working a second job to pay for basic needs, going to school at night or taking care of the kids. Even the kids aren't watching TV because they are playing video games or are on the computer. If there is a show that you want to watch and you won't be home you will TIVO it and when you do watch it you will fast forward through the commercials, at least I do.
I guess the companies will have to continue making TV commercials in hopes that someone is watching.
Advertising in Color
Per Kleppner's, one of the most versatile elements of an ad is color. It can attract attention and help create a mood. The best colors for advertising depend on what you are advertising. It also depends on the colors of your brand which should be emphasized in the ad. If you are advertising for a restaurant the food colors should be vibrant and mouth watering. It should make you want to eat the food right off the pages or at least want to dine at the restaurant. Whereas, if the colors are bland or a black and white print ad it doesn't make food look appealing or appetizing. It is an attention getting device because people notice a color ad more readily than one in black and white.
If I see a certain color or image I automatically think of a certain company before I see the sign with the company name. When I see a red circle with a dot in the middle I automatically think of Target, or the color orange I think of Home Depot or brown I think of UPS. These are colors that are associated with the brand of the company and should be emphasized in the ad.
If I see a certain color or image I automatically think of a certain company before I see the sign with the company name. When I see a red circle with a dot in the middle I automatically think of Target, or the color orange I think of Home Depot or brown I think of UPS. These are colors that are associated with the brand of the company and should be emphasized in the ad.
Monday, July 14, 2008
Slogans
When I researched the word slogan it said, "a memorable motto or phrase". I think a slogan for a product should be short and sweet and something that sticks with you to remind you of the product. Whether it be a jingle that sticks in your head for hours on end or just a snappy phrase. Anything that makes you remember the product when you're at the store to lure you to the product to buy it or to shop or eat at a certain store or restaurant. While watching television today I wrote down some of the slogans that I saw. For Example, Lending Tree - when banks compete you win; Gatorade - is it in you; Diet Pepsi Max - wake up people; IHOP - come hungry leave happy and Capital One - what's in your wallet. When you hear the slogan it should automatically remind you of the company or product. Do any of these remind you of the company or product? The only one that sticks in my head is the slogan for Capital One because if I heard the words "what's in your wallet" and didn't see the commercial I would automatically think of Capital One because they are connected.
Companies sometimes have to reinvent themselves. As they grow and evolve so does their slogan. Here are a few examples:
Wendy's old slogan was "Where's the Beef? Their new slogan is "Do what tastes right".
McDonald's old slogan was "We love to see you smile" New slogan "I'm lovin' it".
KFC's old slogan was "Finger Lickin' Good" New slogan "There's fast food , then there's KFC"
Sometimes it's better off to leave well enough alone. I would not connect Wendy's with their "do what tastes right" slogan nor would I connect KFC with their new slogan if their name wasn't in it. "Where's the Beef" was the best slogan, in my opinion, because everyone was saying it and you knew people were talking about Wendy's. Sometimes people would just blurt it out if they were at another hamburger joint and there was a small beef patty. McDonald's new slogan "I'm lovin' it" is a jingle so I automatically think McDonald's anytime I hear it.
If you would like to see some other slogans refer to www.textart.ru/database/slogan and you can put in an advertising category and they will give you the slogan for it.
Companies sometimes have to reinvent themselves. As they grow and evolve so does their slogan. Here are a few examples:
Wendy's old slogan was "Where's the Beef? Their new slogan is "Do what tastes right".
McDonald's old slogan was "We love to see you smile" New slogan "I'm lovin' it".
KFC's old slogan was "Finger Lickin' Good" New slogan "There's fast food , then there's KFC"
Sometimes it's better off to leave well enough alone. I would not connect Wendy's with their "do what tastes right" slogan nor would I connect KFC with their new slogan if their name wasn't in it. "Where's the Beef" was the best slogan, in my opinion, because everyone was saying it and you knew people were talking about Wendy's. Sometimes people would just blurt it out if they were at another hamburger joint and there was a small beef patty. McDonald's new slogan "I'm lovin' it" is a jingle so I automatically think McDonald's anytime I hear it.
If you would like to see some other slogans refer to www.textart.ru/database/slogan and you can put in an advertising category and they will give you the slogan for it.
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