Category: Advertising

Introduction

TV medium is one of the most popular and effective media for advertising today. Advertising of chocolate is based on a unique tastes and demands of consumers and requires messages and images to attract potential target audience. The target audience for this product is women between 20-40 years. Selection of messages and techniques will be based on the main principles of advertising. It is assumed that consumption of food and chocolate is not a passive, costless activity. Consumers do not receive their products and services passively or without considerable effort. They make purchase decisions and expend energies, time, and money for both purchase and use of products. Consumers would like to do so conveniently. Taste pervades every social and income stratum, and affects the type and quality of goods that will be purchased. Consumers express their personalities and their taste through the symbols with which they are associated, such as houses, furniture, furnishings, clothing, and automobiles. Since consumers are often other-directed, they are concerned with what other group members think of them and their taste. In the aggregate, it seems that taste is improving (Brassington and Pettitt, 2003).

Analysis

The selected target audience is characterized by independent thinking and unique lifestyles. Modern women follow fashion trends and prefer unique image of products. Selection of the TV channels is based on the following criteria. Fashions, therefore, are styles that are popular as the mode during a given time period. They exhibit a tendency toward constant change. To be fashionable, women must make changes of the right kind at the right time. Thus, it is consumer behavior that determines whether a style is a fashion. Their greatest impact is to be found in those areas that are most visible, such as ladies clothing. Since fashions are externally visible, they are vehicles for conspicuous consumption. They have much meaning for the purchase and consumption behavior of women. Through fashions, women can exhibit conspicuously the life style that their husband can afford. Women are the vehicles for displaying their mates purchasing power. Then the choices are discovered by the lower strata and made fashionable by them. Fashions begin among the minority, and are discovered and ultimately labeled fashions by reaching a mass audience. The TV channels used for advertising campaign Channel 4 and ITV1. It is assumed that both fads and fashions, therefore, are part of social change and encompass influence, diffusion, acceptance, rejection, and leadership. A function of fashion is to display social assent or social status. This forces the members of higher-status groups to search for replacements. As a result, consumer purchases of fashion items become a never-ending searching process (Schultz and Kitchen 2001).

Selection of time and program will be based on rational choice aimed to attract millions of women and inform them about the new product. For channel 4, the main programs will be The Simpsons (18:00), Hollycaks (18:30), How to Look Good Naked (20:00), Country House Rescue (21:99) and Men Hunters (22:00). During Saturdays and Sundays, Channels 4 News will be used as the main programs for ads. For Channel ITV1, the main programs will be London Tonight (18:00), Emmerdale (19:00), Who Wants to be a Millionaire (20:00), Sleep Walkers (21:00), On Sunday, the programs will be the Royal (20:00) and ITC News and Weather (18;15 and 23:00). It is assumed that leisure, a phenomenon of our age of relative plenty, is not an insignificant, peripheral, or extracurricular facet of our life style. It both results from, and influences, social, economic, and technological forces (Channel 4. Home Page. 2008; ITV 1 Home Page 2008). Mass leisure affects the values of our society and hence market opportunitiesIt is useful to delineate two dimensions of time, discretionary time (time available for use at an individuals own discretion) and essential time (time required for activities necessary for the maintenance of life). The latter (essential time) includes both productive time in an economic sense and productive time spent in a noneconomic but necessary way. In reality consumers are acquiring two new freedoms, discretionary time and discretionary mobility. The focus of the leisure class is not only the quantity but also the quality of consumption. For the upper class it is not only wealth but also evidence of wealth that is important. Titles, degrees, and insignia develop into a social class system related to leisure. Quasi-artistic and scholarly pursuits take on significance, and it is the serviceable evidence of an unproductive expenditure of time that holds place as a conventional accomplishment of members of the leisure class (Baack, 2002).

The costs of advertising in Channels 4 and ITV1 do not differ greatly. Channel 4 sells 60-second ad spots for £2 000-2500. ITV1 sells its time (60-second ad spots) for £2 000. On Channel 4, a weak of advertising will cost  £77500. It involves 5 working days (5 times during evening hours) and Saturday and Sunday (3 times a day). If we assume that the average price is £2500 per ad it will costs £77500. For Channel ITV1, advertising per weak will cost £64 000 per weak (for £2000 per ad). The ads will be demonstrated 4 times during working days and 12 times during holidays. This selection is based on the idea that convenience, like leisure, is time-related, but as a marketing factor it involves more than time. Many types of convenience are built into products, including form, time, place, packaging, quantity, combination, automatic operations, selection, credit, and readiness. Other types of convenience involve access and useThis social circulation of individuals affects the character and personality of consumers and consumption behavior. Mobile consumers tend to become less rigid, more versatile, adaptable, open-minded. A disintegration of conventional actions, preferences, and choices occurs. This is reflected in the acceptance of new products, processes, and services. Fashion is concerned with both novelty, its acceptance and satisfaction, and familiarity and its acceptance and rejection. Some new items become popular very quickly and are deemed fashionable. Others die out rapidly, while others age slowly. The expected audience for Channel 4 is 300, 000 women and 250, 000 women for ITV1 (see Appendix 1,2,). New fashions, therefore, are in the making for a considerable period of time before they invade a general market successfully and become established fashions. They grow and eventually fade out or decline rapidly (Pickton and Broderick 2000). Fashions trickle down from higher to lower consumer categories  from innovators to early adopters to the early majority to the late majority, and finally to the late adopter. The fashion cycle results from a network of interaction between stylists, producers, middlemen, and consumers (Kitchen, 1999),

Summary

In sum, it is important to remember that women consumers are not merely blind conformists, followers, and emulators with homogenized tastes. Besides being willing to emulate, they are also anxious to differentiate. They are discriminating in the kinds and types of purchase they make. They tend to express themselves and to emphasize their own individuality. As disposable income increases, and discretionary buying power is available to a broader consumer base, the opportunity for self-expression and individual differentiation will increase. This will be directly reflected in the design and manufacture of products.

Bibliography

Brassington, F. and Pettitt, S. 2003, Principles of Marketing, Financial Times Management.

Baack, D. 2002, Integrated Advertising, Promotion and Marketing Communications, rentice Hall/Pearson Education: Upper Saddle River, NJ.

Channel 4. Home Page. 2008. Web.

Kitchen, P.J. 1999, Marketing Communications: Principles And Practice, 1International homson Business Press: London.

Pickton, D. and Broderick, A. 2000, Integrated Marketing Communications, Pearson ducation Limited: Essex.

Schultz, D.E. and Kitchen, P.J. 2001, Communicating Globally: an Integrated Marketing approach, Palgrave-Macmillan: London.

ITV1 Home Page. 2008.

Introduction

There is always a need for good translation and therefore there is also a great demand for good translators. In order to become one there is the need to master a number of skills. A good translator is not only able to deal with and then convey textual meaning but also to be sensitive with the socio-cultural implications of the translated text. In other words it not nearly enough to translate and make the reader or audience nod their head in understanding but to make sure that there is a high degree of equivalence between the Source Language Text or SLT to the Target Language Text or TLT (Zequan, 2000) But as we know this is easier said than done and so experts in this field established strategies to achieve this goal. Even so there was a loss in textual meaning because of socio-cultural background of the original English writer and then there was the socio-cultural background that also influenced the Chinese translator.

Summary

In order to demonstrate the process of translation the author chose to analyze an English advertising copy translated to Chinese. There is a good reason why the proponent of the study chose this text. First he was able to clearly draw the link between SLT and TLT because of two features found in the advertisement. The advertising copy was both seen in the same country, specifically in Singapore and both was printed in two widely read newspapers. The English equivalent can be found in Life the most widely read English newspaper in Singapore and the Chinese equivalent of the advert can be sen in the most widely circulated national Chinese newspaper Lianhe Zaobao. Therefore, the second aspect of this translation can be inferred in the level of care and skill that was required to translate it because the company who was behind the advertising campaign will do everything in their power not only to translate the message clearly into Chinese but also to create the needed socio-cultural impact so that the target audience will go out and purchase this product. In other words this is not an ordinary translation but a high-quality one and therefore will suit the purpose of this case study.

Nevertheless, even with the utmost care given to the work of translation, the author still made the assertion that a rough translation resulted in a 20% loss in textual meaning. Thus, there was a need to use strategies that will help compensate the meaning loss. In this particular case study the author pointed out the major strategies used are combination, deletion, and addition.

After identifying the strategies that was used for translating the English text to Chinese the author began to breakdown the preliminary steps needed for initial translation and he pointed out that there were twenty five clauses in the English text and that there are 28 clauses in the Chinese text. But in comparing the two sets it was also discovered that textual equivalence was only found in twenty clauses. The eight additional clauses in the Chinese text was created using combination of three clauses, deletion of two clauses and then the addition of seven more clauses in to the TLT; in this way the translator was able to compensate the loss of meaning.

Assessment to the Presentation

One has to appreciate what Liu Zequan was attempting to achieve. He was trying to create a model for comparing works of translation and to determine if the translator was successful in conveying the message from the SLT to the TLT. He did it using a scientific method which uses a mathematical and logical approach. Thus, there was a breakdown of the the advertising copy both in the English and the Chinese language. In this way the author was able to establish the basic method of achieving textual equivalence. Moreover, he was also able to discover what part was combined, added and even deleted.

However, as readers began to see the side-by-side presentation of the 20 clauses that was identified earlier as achieving textual equivalence one is hard-pressed to understand how the Chinese clause  that was supposed to be the translation  could have achieved equivalence in the sense that the translators faithfulness to the original text. In other words one can easily be forgiven if he concludes that the Chinese translation was talking about an entirely different things. Consider two clauses identified as SLT and its supposed translation:

Original Clause Translation

other women seem to be more well-endowed in others have a charming chest area

the chest area

these women seem to have it all

others are born beauties

The English text was referring to size of the breast when it makes the judgment whether a woman is well-endowed or not. The Chinese translation says that women should desire a charming chest area. There is nothing there that suggests women, specifically Singaporean women should aspire to have bigger breasts as what the advert would like them to believe. The second clause has the same problem. The English text suggested that after all the success and the riches there are those who still have small breasts and yet on the other hand there are those who are successful and also are well-endowed; this leads to the conclusion that these women seem to have it all. The Chinese text translated the phrase have it all as being naturally born beautiful.

The loss of meaning is not only in the failure of the translator to create textual equivalence when it comes to providing the correct pairing of clauses; it means that if there are 25 clauses in the SLT then there must be 25 clauses in the SLT. The loss of meaning is much more serious than that. The translator failed to convey the intended meaning of the English text. This is exacerbated even further if one considers it from the vantage point of the advertising industry. The purpose of the translation was not merely to render an equivalent in the Chinese language but to create an awareness within the mind of the female Chinese reader that there is a need for her to increase the size of her breast so that she will become the object of envy.

Conclusion

The author attempted to created a scientific basis to show the loss of meaning in translated works and therefore he created a breakdown of the translation process beginning with the building blocks which is the clauses. The absence of a hundred percent textual equivalence led him to the conclusion that there was a 20% loss in meaning. However, an analysis of the translated work will make one realize that the translator was not able to faithfully convey the intended meaning of the English text. And much worse the company who hired the translator was not able to achieve their goal of convincing women in Singapore that they need to increase their breast size because the Chinese advert did not discuss specifically the advantage of having bigger breast but was vaguely talking about beauty and the need for women to have figure that others will admire. On the other hand it has to be pointed out that the author recognized the failure of the translator to convey the intended meaning of the text and he said that it was due to the cultural difference between the English speaking world and the Chinese people.

References

1. Baker, Mona. 1992. In other words: a coursebook on translation. London and New York: Routledge.
2. Barnard, Christopher. 1999. Ideology in action: Japanese translation of a Western news source. Paper presented at the 27^th International Systemic Functional Conference, Singapore.
3. Cafford, A., J. R. Martin & C. M. I. M. Matthiessen (eds.) in press. Language typology: a functional perspective. Amsterdam: John Benjamins.
4. Chen, Hongwei. 1999. Cultural differences and translation. META XLIV 1, 121-132.
5. Eggins, Suzanne. 1994. An introduction to systemic functional linguistics. London: Pinter Publishers.
6. Fairclough, Norman. 1989. Language and power. London: Longman.
7. Fang, Yan, Edward McDonald & Cheng, Musheng. 1995. Subject and Theme in Chinese: a systemic functional account. In Hasan, Ruqaiya & Peter Fries (eds.), 235- 273.
8. Halliday, M.A.K. 1994. Introduction to functional grammar. London: Edward Arnold.
9.  Edward McDonald. in press. A metafunctional profile of Chinese Grammar. In Cafford, A., J. R. Martin & C. M. I. M. Matthiessen (eds.).
10. Hatim, Basil, & Ian Mason. 1990. Discourse and the translator. London: Longman.
11. Ho, Chee Lick. 1999. in press. The cultural grounding of Singapore English. In Ooi, Vincent (ed.). Evolving Ideology.
12. Wang Dongfeng & Shen Dan. 1999. Factors influencing the process of translating, META XLIV 1,78-99.
13. Zechuan, Liu. 2000. Loss and Gain of Textual Meaning in Advertising Translation: A case study. National University of Singapore.

Failing marketing strategy

The decline in advertising through traditional media is blamed on various factors. These factors are attributed to a shift in advertiser goals and consumer interests. The medium of advertising and effectiveness of a medium matters significantly in modern-day advertising. This is attributed to a lack of marketing strategy. These factors are; reliability, durability, performance, style/looks, delivery, comfort, convenience and taste (Jobber, 2007). Television and newspapers over the years lost all this. This has been gradual and eventually, advertisers have found it short of the essential qualities that would provide the effectiveness they once had.

Core factors include:

• As a product, its life cycle has ended
• Marketing strategies and values have failed to meet consumer demands
• Overrun by competitive industry
• Failing to create new solutions
• Failing to communicate value to consumers

The cause of this death is also attributed to a lack of sufficient influence on the consumer (Frisk, Dove & John, 2008). Advertisers have sought advertising platforms that influence consumers purchasing behavior. Television and newspaper advertising have no sales channels in comparison to online advertising. Online advertising provides a much-needed influence on consumer behavior. Consumers can buy products and services online unlike on the traditional platforms. This is if they are able to provide the following. The philosophy of marketing in ASB 4006MARKETING STRATEGY discusses this.

• Advertising that communicates value
• Advertising that introduces the buying situation

Television and Newspaper advertising has failed to benchmark on how to achieve corporate goals by meeting consumer demands and going beyond this. These two platforms fail to identify and establish the following;

• A proper marketing environment
• Lack of a Strategic marketing fit leading to their stagnation in competitive marketing
• Failing to adhere to concepts of the marketing planning process
• Failing to improve their marketing environments
• Poor responses to corporate environmental changes
• Poor product positioning methods

Believe and attitudes towards products determine how consumers respond to a product and service (Frisk, Dove & John, 2008). The consumer decision-making process and level of purchase involvement is a core factor when advertising (Jobber, 2007). Consumers need compelling mediums. Traditional advertising platforms hardly provide initiatives that increase the consumers purchase involvement; this is attributed to the poor positioning of the products and services. This is what is The philosophy of marketing in ASB 4006MARKETING STRATEGY emphasizes.

Such problems have come up due to the following:

• Poor market research
• Failing to understand how consumers buy and develop relations
• Why a consumer buys
• Poor influences on consumer purchasing behavior

Advertisers have disfavored newspapers and television since these advertising platforms fail to provide the required detail about products. These mediums only offer a short preview of a product. While this hardly impresses the potential consumer, it is also very expensive. Advertisers require dynamic platforms; Mediums that will communicate directly with the consumer while saving the advertiser the cost of sales. Online marketing and advertising are cheap and effective in comparison to traditional platforms. Such mediums provide detailed insights about a product or service while offering a chance to buy the product or service instantly. This contributes significantly to creating consumer value

Consumer retention and consumer dissonance are also core factors advertisers look at. Positioning products and services determine how the consumer reacts to these products. If the positioning is not ideal, consumers will not be interested, however, effective advertising requires proper placement of adverts to compel and initiate interest (Frisk, Dove & John, 2008). Television hardly offers this in principle. It is a plain indicator, which plays only the role of informing about a product. The newspapers fall in the same cluster. They hardly provide the much-needed platform to display more detail about a product.

Products availability is key to sales. Advertisers use this perspective to place their products on mediums that will allow the technologically well-informed consumer to purchase at any time and even on speculation. Advertisers have realized that these mediums have no avenues of offering such advertising platforms. This means they cannot achieve technological advancement. Such limitations and lack of opportunity to provide dynamic avenues that can provide and meet consumer needs have forced advertisers to shift from television and newspaper advertising to new technology mediums like the internet. The need to establish new strategies that will help television and newspaper advertising establish itself as a core advertising platform is urgent. The death of these mediums as the most effective methods of advertising has led to a decline in their profitability. This marks the beginning of the death of an industry. The advertising business has also aggressively sought to get established in new technologies which provide dynamic advertising that is both effective and offers easy consumer retention.

How can TV and Newspaper advertising platforms be revived?

Revving this industry is possible. This is through adopting technology and incorporating existing platforms with modern inceptions to provide satisfactory advertising.

This will help consumers find it appealing and subsequently, rely on it as a reliable source of information, and at the same time, a medium efficiently providing an opportunity of convenience and availability.

This entails the incorporation of technology in these mediums business processes. Such an approach involves converting digital television to online television whereby, real-time advertising can be done. Consumers can be provided with real-time opportunities, purchase platforms, and cashback guarantees just as on online platforms.

Another perspective is to invest in online newspaper versions.

While this might not suffice due to the number of consumers who are not internet savvy, newspapers can improve on content. Content about products should be detailed enough to satisfy a consumer and compel him to make a purchase. In fact, providing links to the sellers online business environment will provide consumers confidence, interest, and intent to buy the product.

This requires newspapers to adopt online advertising concepts to offer almost an online feel on the newspapers. The quality of the content and its relevancy will determine the future of newspaper advertising. The same does for television.

References

Jobber, D. (2007). Principles and practices of marketing, 5th ed. McGraw Hill.

Fisk, R.P. Grove, S.J. and John, J. (2008). Interactive services marketing, 3rd ed. Houghton Mifflin.

Changes in Media History and Links to Consumer Culture

The content that is released to users has been evolving since the 20^th century following the influence of technology on mass media agencies. Due to the changes that have been observed in media history, the impact has been felt in various aspects and fields, for instance, advertisement, among others. Media changes have also influenced the relationship between the consumer and the manufacturer through contemporary well-calculated promotion strategies. This paper discusses how changes in media technologies have influenced advertising and consumer culture. It also examines how advertising has affected the development of media technologies.

According to Castells et al., the world is at the peak of media changes. Media content dissemination has moved from analog where the materials aired were exposed to the risk fading and snow (177). The contemporary media dissemination has adopted digital technology, which is not only free from interference but also one that allows media industries such as the television to avail crystal-clear images and audible sounds. As Castells et al. assert, as the changes take place, consumers are transferring their media intake from desktop to mobile platforms via devices such as smartphones (177). In other words, people who used to consume their news, entertainment, adverts and much more through print media, TV, and radio are getting the same data via other advanced devices that range from personal computers to tablets.

The above modifications have led the media industry and other sectors to migrate from traditional methods of transacting their businesses to online or Internet-enabled means. By advertising online, companies can now access the target consumers easily, as well as increase the survival chances in their line of business. Therefore, the revolution explains how media bodies have connected people and/or influenced their day-to-day consumption, thanks to development in technology around the globe. This impact of technology advancement has drawn the consumer close to the advertisement industry since promoters can now access their clients information through the current refined expertise. This situation has helped companies to alter their adverts to appeal to their target clients demands. The changes in media technologies have helped to create another level of consumption culture.

According to Castells et al., media technology changes have been evident whereby the internet has become part of communication in the community, making it very easy to deliver information to the absorbed audience (177). Since companies have managed to access their consumers materials, it has become easy to stream-live information that is of better value to consumers, instead of invading their space with general information that might not be of interest to them, however much the advert may be appealing. This mounting pressure on the media sector has led to the discovery of new technologies, for instance, the development of product promotion apps, where clients can review items and/or go through comments from other customers to get a rough picture of the items before making a purchase decision (Vinikas 3). Besides, some years back, only a few people could use Skype for video calls. Presently, in line with Grier and Bryants exchange theory that presents customers as always struggling to attain the best value for their money, the majority of people can video call, access Facebook, Twitter, or Instagram cheaply provided they have an Internet-enabled smartphone that is connected to a social media network (321).

Conclusively, media technology changes have made the consumer more empowered in terms of making decisions on what to consume. On the other hand, changes in media technologies have made advertisers grow in their line of business by using the Internet to remain in the competition. As the rate of consumption expands across the world, advertisers are doing their possible best to retain and/or give relevant information to their clients.

Covert Advertising

Covert advertising is a marketing approach where manufacturers promote their products indirectly, for instance, depicting a character in a film applying Vaseline on his or her body (Samuel 51; Eagle et al. 237). Although the movie may have another theme to convey, such a character may help to promote the uptake of the product among viewers. This section reveals the role of covert advertisement in consumer culture, how it is contributing to advertising as a cultural institution, and the links between it and identity in consumer culture.

The role of covert advertising cannot be undermined. This method of advertising has been long used by advertisers and moviemakers to appeal to consumers to acquire a particular item (Samuel 51). On the other hand, it has become a major factor in marketing communication. Despite being done indirectly, this mode of advertising has been adopted as a marketing tool, owing to its cost and the possibility of viewers being reminded about the product every time they watch a film where the method has been applied. Hence, the method has been adopted because of its capacity to influence the aimed consumer.

This form of product promotion has contributed to advertising as a cultural institution. Producers are trying to woo their target clients through covert advertising. Covert advertising has had a great impact on the consumer culture, as witnessed in the case where the target audiences are going for products that are connected to their superstars. For instance, a viewer who prefers a particular actor who is depicted consuming McDonalds products may want to watch a particular movie while having the same companys commodities (Eagle et al. 237). Although covert advertising is an indirect way of promoting businesses, it has created a big effect in the market where industry players want to adopt this marketing technique as a way of attracting new clients while retaining the current ones (Samuel 51). Convert advertising has greatly opened another door where companies can reach an audience that could not be directly obtained. This technique of advertising has contributed to the current growth and popularity of the movie industry and hence the rise of consumer culture among the target consumers.

Covert advertising has helped in the creation of awareness of brands by clients. It has enabled producers to create a new perception that seems to attract customers attention through movies (Ragusa 654). Consumers get to understand either an existing brand or a new one differently. In this advertising means, brands are placed as additions during intervals whereby a celebrity or movie star is captured using a particular product. Here, viewers stand a chance to appreciate the brand by going ahead to purchase related items. Following the role of convert advertising in enhancing brand popularity, it is indeed apparent that the future of advertising will change as the demand for some products increases.

Covert branding has played a key role in boosting companies identity. Besides, it has led to clients wanting to be associated with the particular product or brand that their favorite character is captured using in a film. For instance, a superstar who is depicted enjoying a Coca-Cola drink boosts not only the companys image but also the popularity of the particular product among consumers/viewers. Hence, such audiences will want to be linked to the companys commodities, thus boosting their identity too. In other words, convert advertising has helped in the creation of awareness that other conventional methods could not have attained in the advertising industry.

Conclusively, convert advertising has helped to increase the level of consumption among customers. Such an approach has been used as an advertising medium whose agenda is to create awareness about products and varieties to targeted consumers. Filmmakers mostly embrace this mode of marketing.

Works Cited

Castells, Manuel, et al. Aftermath: The Cultures of the Economic Crisis. Oxford University Press, 2012.

Eagle, Layne, et al. Subtle Sophistry or Savvy Strategy: Ethical and Effectiveness Issues Regarding Product Placements in Mass Media. Advances in Advertising Research, vol. 3, no. 1, 2012, pp. 237-247.

Grier, Sonya, and Carol Bryant. Social Marketing in Public Health. Ann. Rev. Public Health, vol. 26, no. 1, 2005, pp. 319-339.

Ragusa, Angela. Social Change and the Corporate Construction of Gay Markets in the New York Times Advertising Business News. Media, Culture & Society, vol. 27, no. 5, 2005, pp. 653-676.

Samuel, Lawrence. Advertising Disguised as Advertising. Television Quarterly, vol. 34, no. 2, 2004, pp. 51-55.

Vinikas, Vincent. Soft Soap: Hard Sell, American Hygiene in an Age of Advertisement. Iowa State University Press, 1992.

This advertisement presents a surprising image for the viewer depending upon how they first view it. At first glance, it can either appear to be a large mousetrap complete with a plate of appetizing cheese or it can be seen as a rustic dining table and chairs set with an appetizing plate of cheese as well as a suspicious metallic contraption. This is in keeping with generalization 13 by utilizing educational messages in entertainment contexts. The surprising nature of the image is brought into focus with the accompanying text, Open your eyes to saturated fat (World Heart Federation, 2008). The two words saturated fat is much larger than any of the other text on the page, facilitating an instant link between the concept of saturated fat and the dismal end of a mouse caught in a mousetrap. While somewhat humorous, the image is disconcerting as one contemplates the kind of animal that would be caught in this trap, and people begin to make connections with the way they sometimes feel about their food or weight. Thus, this advertisement strives to carefully target or segment the audience that the campaign is intended to reach (generalization 3). The end message is one of warning and encouragement for smarter decisions rather than an insistence to rush out and buy a product. Although it seems to violate generalization 7, campaigns are more effective if they emphasize current rewards rather than the avoidance of distant negative consequences, the point of the campaign is to encourage people to push away from the table. By coupling the frightening thought of the mousetrap with the humorous table-sized trap, the campaign attempts to reduce the anxiety created.

Over the recent years, peoples consciousness about their eating habits has significantly raised. There has been a lot of research on neural and psychological processes that occur while consuming food. Those examinations are intended to discover the causes and consequences of obesity and other related eating disorders. With the commonly increasing pace of life and the emergence of new factors that influence diet, the issue of hedonic hunger has become more complex as well. This paper will observe some common dietary habits and mark the ways stress and visual advertising increase peoples tendency to overeat.

The most noticeable habits identified after analyzing the Food Journal were late-night snacking and stress eating. The first one is most probably connected to a shifting schedule  the tendency to work during night hours and skip full-fledged meals due to working or studying. It has been confirmed by Wenk (2015) that «skipping breakfast and then overeating in the evening play a significant role in weight gain and obesity» (p. 30); therefore, this practice can be considered unhealthy and even harmful in terms of sustaining a fit body. The second habit was established after analyzing a few instances of presumably stressful situations (having an unpleasant meeting, writing a test, receiving the test results) that were followed by spontaneous meals. It is worth mentioning that those meals were remarkably high in calories, thus, presenting another example of behavior likely to provoke weight gain. All things considered, these dietary tendencies almost certainly have adverse effects on digestion, fitness, and overall health.

It is essential to realize that several particular neural processes arouse the desire for non-scheduled or unbalanced meals. The human brain is known to take pleasure while eating tasty food, therefore transmitting signals to produce hormones of happiness: endorphins and dopamine. Noticeably, food that contains a large percentage of sugar and fat boosts the release of endorphins and seems more pleasurable for people. Additionally, according to Wenk (2015), the brain gradually decreases its hormonal response to food, motivating people to consume larger amounts of sugar and fat to receive the same emotional «reward». This process is also the reason why those who have often experienced stress eating or are simply more addicted to food-related pleasure are more prone to overeating. To put it differently, the satisfaction people get from food naturally reduces over time and works similarly to a drug, encouraging them to consume more.

Another critical factor in the psychological perception of food is its visual presentation. A common practice among food advertisers is displaying products and dishes in the most desirable and appetizing way, inducing people to purchase or order the promoted item. In their research, Spence, Okajima, Cheok, Petit, and Michel (2016) introduce the term «visual hunger», which, they presume, could be an evolutionary adaption, as «our brains learned to enjoy seeing food since it would likely precede consumption» (p. 54). Evidence from the same study shows that there is, in fact, a significant increase in amounts of consumed food among those who regularly watched culinary programs or images of beautifully cooked dishes. The pleasure a person receives from looking at attractively presented food causes hedonic hunger and transcends any concerns he may have for calorie count. These facts prove that visual portrayal of food leads peoples eating behavior towards unconscious and excessive consumption.

To summarize, human dietary habits are in many ways controlled by subconscious processes occurring in the brain and the neural system. Although some unhealthy eating practices may be developed deliberately to match the schedule, others are controlled by the brains demand for hormones. Moreover, the way people build an addiction to food is similar to drugs in terms of increasing amounts of compounds needed to satisfy the desire for pleasure. Visual attraction to tasty food is also a key factor, commonly used in advertising for the same purpose of inducing people to overeat.

References

Spence, C., Okajima, K., Cheok, A. D., Petit, O., & Michel, C. (2016). Eating with our eyes: From visual hunger to digital satiation. Brain and Cognition, 110, 5363.

Wenk, G. L. (2015). Neurobiology of feeding. In Your Brain on Food: How Chemicals Control Your Thoughts and Feelings. Oxford: Oxford University Press, (pp. 27-64).

Selecting a foreign market

The ability to select a viable foreign market is a crucial undertaking whenever there is need to expand and diversify operational strategies. Before expanding to foreign markets, it is vital to consider the level of demand for products being marketed by an organization. Market demand is an essential selection criterion when diversifying into foreign markets (Hirt & Block, 2012). Both the world imports and domestic production in the targeted foreign market should be put into account when assessing demand level. When demand is evaluated appropriately, it is possible to understand both the growth rate and size of the targeted market in a foreign location. A decreasing market size may not be suitable for expansion purpose. On the other hand, a foreign market that has been growing for a number of consecutive years is bound to generate the much-needed demand for new products. In any case, a product receptivity into a new market largely depends on its demand.

Second, the level of competition matters a lot when seeking to diversify in a foreign market (Moen, Bakås, Bolstad & Pedersen, 2010). It is necessary for the management team in an organization to clearly understand the degree of competition in a targeted market before making the final decision. Some of the factors worth considering under this domain include loyalty of consumers, methods and channels of distribution used by competitors, quality of products supplied by competitors as well as their pricing strategies.

The team charged with the diversification task should also perform an assessment on how the selected country performs in various sectors of the economy. Some of the important indicators entail consumer demographics, per capita income and population. Other key factors to consider include trade barriers, political risk, distribution accessibility, climate and location, infrastructure, environmental concerns, intellectual property protection, currency convertibility, cultural knowledge, and the existing legal environment.

TV advertising

Although other modern forms of advertising have emerged, TV advertising is still vibrant in promoting goods and services in various targeted markets. Quite a large segment of the global population obtains information from Television sets. For instance, TV offers a ready platform for entertaining viewers who are spread across a wide geographical area (Kotler & Keller, 2012). In most cases, it is possible to bombard the audience with advertising news even when they are not prepared for it. Since TV advertising entails both audio and visual aspects, it remains as one of the most effective channel of advertising goods and services.

The advent of cable TV was once thought to be a major threat in effective TV advertising. However, this has never been the case. Since digital TV broadcasting has become mandatory across several nations in the world, the audience can still be reached through the cable TV just as it used to be with analogue broadcasting. It might not be true to argue that TV viewership is losing its value to the public because some households even prefer owning two to three sets.

Kotler and Keller (2012) argue that advertising through TV is a rather expensive undertaking. Nevertheless, embedded advertisements can still be incorporated in movies displayed in TVs. Movies that were once in theaters tend to attract viewership of TVs. In other words, when such theater movies are played on TVs, it is possible to attract and retain the attention of a large audience. To a large extent, TV advertising is the most appealing platform for marketing goods and services (Prakash, 2012). In regions where other forms of advertisements (such as billboards, internet and radio) are not accessible, TV comes in handy in marketing goods and services.

References

Hirt,G. & Block, S. (2012). Fundamentals of investment management. (10th ed.). New York, NY: McGraw-Hill Irwin.

Kotler, P., & Keller, K. (2012). Marketing management (14th ed.). Upper Saddle River, N.J.: Prentice Hall.

Moen, Ø., Bakås, O., Bolstad, A., & Pedersen, V. (2010). International market expansion strategies for high-tech firms: Partnership selection criteria for forming strategic alliances. International Journal of Business and Management, 5(1), 20- 30.

Prakash, S. (2012). A study on the effectiveness of advertising through TV channels. International Journal of Applied Services Marketing Perspectives, 1(2), 101-106.

Car industry has been developing day by day in many countries. The major purpose of this industry is to create, develop, improve, market, and sell motor vehicles, cars in particular. The progress of car industry is perfectly noticeable. For example, Marsden tells that during the 1970s, car industry in Britain did not show good results. That time was characterized by poor industry and bad industrial relations with other countries, and all this lead to shares decline. (Marsden 1985) At the beginning of the XXI century, more than 10,000,000 cars are produced each year.

(International Car Statistics, 2006) When really worth products appear in car industry, it attracts lots of consumers and provoke them to change their attitude to this or that model. Schiffman and Kanuk admit that nowadays, the impact of the Internet is considerable. Consumers get used to find the necessary information by means of online sites, go shopping online, follow and analyze innovations with the help of new technologies. (Schiffman & Kanuk, 2006)

It is a simple truth that consumer needs are crucially important in the marketing sphere. Many firms prefer to investigate customers wants and requirements by means of interviews and surveys. Such researches help to improve the quality of products and meet all the needs any consumer has (Financial Services Authority 2005). In 2000, Maslow presented the hierarchy of needs and described the motive of each need. These needs are physiological, safety, esteem, self-actualization, and love. (Maslow 2000)

According to the Belches consumer behaviour as a kind of activity when people want to find, evaluate, and buy the necessary product. (Belch and Belch, 2004) In his turn, Maslow says that any human is a constantly wanting animal. It is impossible for a man to be satisfied completely in all spheres of life.

Usually, consumer response to marketing changes after some money support, drawing of a lottery, some kind of competitions between customers, etc. Consumer behaviour is one of the studies which deal with analysis of why, when, how, and where people prefer to buy or not to buy products. The evaluation of peoples attitude, their perception of the product, post-purchase analysis, and customers further actions  all this plays a significant role for further development of car industry.

There are several types of consumer response to marketing actions in car industry, let us talk about some of them.

Attention

Customer may pay their attention not to any message from sellers. The point is that only messages which are consistent with consumers own beliefs and attitudes. Consumers usually hear/see messages, but they are not aware of their essence, so that they do not remember each piece of information. This is why it is necessary to limit the effect of the message and concentrate the consumers physiological and self-actualization needs.

Perception

Perception is important because of one simple fact: people notice and perceive only the information that they want to hear and need in order to overcome risks dealing with purchases. This is why it is better to underline the information on how and where a certain product may be used.

Post-purchase

After a consumer bought the product, he/she starts comparing it with his/her own expectations and analysing if he/she is satisfied with it or not. Consumers post-purchase behaviour influences his/her communications, value perceptions, and possible repetition of the purchase. Lots of firms use follow-up calls in order to underline once again that the customer has made the right choice, and point out that there are also many other benefits from cooperation with the chosen car firm.

In general, car industry has lots of advantages and disadvantages. People may be attracted by innovative car models and do not pay attention to prices and further actions in order to repair and improve the car. Needs of customers will always be on the first place both for sellers and for manufacturers. This point may be proved by constant surveys in firms and online.

List of References

Belch, G. E. & Belch, M. A 2004, Advertising and Promotion: An Integrated Marketing Communications Perspective. New York: McGraw-Hill.

Marsden, D 1985, The Car Industry: Labour Relations and Industrial Adjustment. Routledge.

Maslow, A. H. & Stephens, D. C 2000, The Maslow Business Reader. John Wiley and Sons.

Schiffman, L. G. & Kanuk, L. L 2006, Consumer Behavior. Pearson Prentice Hall. Web.

Statistics in car industry. Web.

Based in Seattle, Starbucks Corporation specializes in a variety of hot and cold beverages, as well as in coffee equipment and accessories. The company opened its first branch at Pike place Market in 1971. Currently, the corporation includes over eight thousand retail branches throughout the globe, with every store having its own product mix that relies on the branch location and its size. The positioning of the stores is at high visibility and traffic areas in different urban settings (Bussing-Burks, 2009).

Starbucks employs unconventional advertisement strategies where they have sidestepped main avenues such as newspapers, billboards, or ad spaces (Ferrell & Hartline, 2010). The company employs a highly effective viral campaign in marketing the Starbucks brand. The Starbucks brand marketing is largely dependent on the word of mouth, whereby satisfied customers refer others to the company (Mueller, 2010).

As Bussing-Burks (2009) aptly noted, the company has put a lot of detail to uphold the quality of its coffee, even though its price is slightly higher than that of its competitors, it has a characteristic aroma and taste that is deeply satisfying. This is the most important way of ensuring customers loyalty. They ensure customer satisfaction in all departments of their service delivery, an experience that leaves lasting positive impressions on customers (Ferrell & Hartline, 2010).

The firm has also come up with personalized marketing approaches in the promotion of the brand which form the foundation of Starbucks (Bussing-Burks, 2009). Ferrell and Hartline (2010) observe that the firm evolved into a strong international brand founded on concrete standings for finest products and recognized by clients for the best quality drinks, food and related products.

They have set up the Discover Our Heritage facility on their website aimed at creating a community around their product, dwelling on the history of the company and highlighting aspects of Starbucks experience with words such as honest brand, first real cup of Coffee, big comfy chairs. This enables the customers to distinguish it from other brands. They also have a forum for customers where they can contribute ideas and express their views on the products (Ferrell & Hartline, 2010).

Innovation has been a part of their strategy for a long time. Starbucks has improved the variety of their products, introducing different flavors to their coffee, diversifying the array of foods on their menu as well as experimenting with creative ideas. Starbucks was one of the first companies to provide internet services to its clients within the same premise. They have the Hear Music subsidiary where customers are able to sample online music and intend to make this an income generating venture. The uniqueness of their brand marketing is what has largely contributed to the success of the retail giant (Ferrell & Hartline, 2010).

To this day, the firm has attained its objective statement to make Starbucks the premier retailer of the best quality coffee internationally while making sure that they maintain their unbending standards as they grow (Bussing-Burks, 2009). The realization of this came as a result of selling and buying of the finest quality coffee beans and an aggressive growth in its retail operations, together with its environmental and social dedications.

The international partnerships and associations with other businesses having the same standing on both social and environmental principles have also brought success to Starbucks. Through aggressive marketing and branding, Starbucks has been able to gain and retain the market lead (Mueller, 2010).

References

Bussing-Burks, M. (2009). Starbucks. Santa Barbara, California: ABC-CLIO.

Ferrell, O. C., & Hartline, M. D. (2010). Marketing Strategy. Stamford, Connecticut, U.S.: Cengage Learning.

Mueller, B. (2010). Dynamics of International Advertising: Theoretical and Practical Perspective. New York: Peter Lang.

Introduction

Advertising is a crucial concept in the success of the company, its perception by the audience, and the social impact that it might have. Numerous businesses launch unique, controversial, influential, and robust campaigns that can stay in the memories of individuals for a prolonged period. Nike is a company that has produced compelling advertisements that not only reflect the companys products and the value they propose to the customers but also raise essential social issues. The fact that Nike takes a stand on social problems in its advertisements, like in the Just Do It campaign existing for more than three decades, leads to a rise in sales (Green and Turner). This paper aims to analyze the recent Nike advertising campaign and assess its effectiveness and the message that is sent to society.

Main body

Nike is one of the leading companies in sportswear and sports shoes, and almost everyone has heard about the organizations products at least once. Numerous advertisements and marketing efforts of the business have contributed to significant success and high sales. Dream Crazy campaign, a set of commercials within the famous Just Do It advertising, became a sensation in 2018. The original video featured Colin Kaepernick, the former San Francisco 49ers quarterback involved in demonstrations to protest police brutality and racial injustice (Green and Turner). The commercial encourages every human to reach their dreams, stating that its only crazy until you do it (Hoops Daily). This campaign caused an extremely controversial reaction from the publicity. One can notice that besides the implication that everything is possible with Nike sportswear, the company aims to raise awareness about contemporary social issues.

It is critical to understand the power that an advertising campaign can possess and how it can reflect the problems, concerns, preferences, or aspirations of individuals. According to Fowles, advertisements can appeal to particular human needs, including the need for guidance, the need to dominate, and to feel safe (276). One can state that Dream Crazy inside of the Just Do It campaign highly represents those mentioned needs. The company shows people that they can achieve everything and that nothing is unmanageable through a powerful message about the most famous athletes and the thought that everything is possible. The commercial appeals to inner motivations and desires that individuals have and endeavor to reach and utilize. For instance, the need for achievement is the drive that energizes people, causing them to strive in their lives and careers (Fowles 282). Consequently, portraying those who have achieved great heights and telling the audience that they can do it as well can become a practical measure of the campaigns success.

Nikes Dream Crazy campaign includes numerous videos and posters distributed around the globe. One of the printed ads shows Kaepernicks face with a slogan believe in something even if it means sacrificing everything. (Draper and Creswell). Curiously, the interest that these advertisements caused among the publicity is explained not only by increased sales and attention to the products but also by the call to the social issue of racial inequality. One can say that making people contemplate the problem and intrinsically reminding them about morality and principles through personal encouragement can serve as powerful instruments. At this point, it is critical to look at the need to feel safe, which suggests that inherently people want well-being to themselves and their families (Fowles 285). Hence, Nikes advertising shows that there are people who stand up for the rights of those who are discriminated against in a hidden message. The appeal to emotional state, desires and unconscious fears makes the companys commercials so influential.

The emotional call that Nike advertisements have over the previous decades has a close connection to the Black Lives Matter movement. Through its commercials and official statements, the company is raising awareness about the social disparity. For instance, Nike released a statement on commitment to the black community, which implicates the organizations intention to make a change (Nike). It is possible to state that the combination of marketing campaigns utilized by the business and internal politics and beliefs, create a robust and powerful message. Touching individuals emotions and reaching them on a deeper level is one of the most effective strategies of a successful advertisement. Besides, the company is raising critical questions that are in the minds of society, which leads to additional attention. Thus, Nike has a psychological influence on potential customers, generating thoughts, possible decisions, and, consequently, behavioral patterns.

Conclusion

One can say that Nikes advertisement serves as an encouragement to act and make a change in personal life, career, and community. Reaching individuals in terms of the analyzed needs to achieve, dominate, and feel safe represents the primary elements of the companys commercials. It is crucial to mention that the company is doing an outstanding job of attracting new customers and increasing sales. Although some of its marketing campaigns face a particular level of discontent, its effectiveness is still evident through the companys continuous success and strive to bring value to society. In conclusion, designing a powerful message through a video, article, application promotions, or posters can be challenging, and every company needs to pay a lot of attention to this area. Nike represents a brand that spread its thought to numerous layers of the population, touching conscious and unconscious needs.

References

Draper, Kevin, and Julie Creswell. Colin Kaepernick Dream Crazy Ad Wins Nike an Emmy. The New York Times, Web.

Green, Dymond, and Ashley Turner. Some People May Hate Nikes Risky Marketing Campaigns  But the Brand Keep Adding Billions to Its Bottom Line. CNBC, Web.

Colin Kaepernick Just Do It Nike Commercial 2018 Feat LeBron James & Other Athletes. YouTube, uploaded by Hoops Daily, 2018, Web.

Fowles, Jib. Advertisings Fifteen Basic Appeals. ETC: A Review of General Semantics, vol. 39, no. 3, 1982, pp. 273-290.

Nike. Nike, Inc. Statement on Commitment to the Black Community. 2020, Web.