Anderson Sarah Advertising Management Ch. 2 Written Assignment David Smith
Answer Question 1. Parts a through h in Exploring Advertising (Page 54) a. Adds value to the brand. Explain what value is added and how. Advertising and promotion is an inherent feature of the product itself. By making the product better known, advertising can be the product more desirable to the consumer. In these ways, advertising adds value to the brand. Abercrombie and Fitch is a good example because it is advertised as being the hip, sexy, casual brand, rather than a brand that is unknown. b. Stimulates primary or secondary demand (or both). Explain what kind of demand is stimulated and how you determined this. New car brands are often stimulate primary demand because they are new, and do not have much of a reputation yet, good, bad or otherwise. People want to know everything about a new brand before making such a big purchase typically. Money to most people isn't something to be played with. They need to get every feature they offer out there to the public to try and make it stand out compared to other brands and types of cars. c. Provides an example of puffery. Describe puffery and explain why you do or don't consider it deceptive. Puffery refers to exaggerated, often subjective claims that can't necessarily be proven true or false, such as the best or the only way to fly. Papa Johns advertised better ingredients, better pizza. Pizza Hut saw it differently and sued Papa Johns for deceptive advertising. I don't consider it deceptive because everyone should be able to claim their product is the best, it's a marketing strategy to try and attract customers to their business. d. Tries to manipulate you into buying something you didn't previously want or need. How is it doing that? Were you effectively manipulated? Victoria Secret is a company that is good for that. Every time I go in to buy something, I end up walking out with more because they'll tell me about a sale, or a promotion that you get something free if you spend a little more money to get something for free, like a tote bag. Of course it affected me because I love Victoria Secret, and of course I want something for free, even if it means spending an extra 20 dollars. However, I didn't previously want it or need it. So yes, I am always effectively manipulated in that store, and it's because I let myself be. e. Stereotypes a person or group. Do you find the approach offensive or acceptable? Movies and ads often portray those who vacation in Vegas as wild party animals, and there is nothing but sex, drugs, alcohol, etc. when you go there. Which, I don't really find acceptable after just getting
back Vegas, from I didn't see anything too crazy on the strip. I don't find it offensive, but I think it also has somewhat of the wrong type of reputation, since it could be a fun place for families as well. And also, not everyone who goes to Vegas parties 24/7 like it is shown in the movies. f. Makes a comparison to a competitive product. Does the comparison seem fair and supportable? Does it influence your attitude? Sitting in my shower this very second, there is a bottle of Up&Up Body Wash. It's a generic, cheaper body wash than some others. On the bottle, it states Compare to Dove Beauty Body Wash Sensitive Skin. It is telling the consumer to compare to a more expensive brand because they trust that the consumer will be just as pleased as the Dove body wash. I think it seems like a fair advertisement, because it basically is saying Dove is a good body wash, and that theirs is too. You just have to use this product, and then make up your mind about which one to use in the future, and if you keep using this one, you'll save a few extra cents along the way. g. Tries to deceive you. Is the advertiser being dishonest? How is your opinion of the advertiser or product affected? My first thought of a dishonest company would be many different cigarette companies, while they are honest about the potential side effects of smoking, they don't really provide the entire facts about the cigarettes. They don't list all of the poison and junk that goes in to cigarettes, such as rat poisons, etc. They also lead the impression many times that smoking is a good way to fit in and be cool. Many people get sucked into that because they want to be cool, and it's very deceiving in my opinion because all they are really doing is just injuring their bodies by trying to be something that a cigarette can't make you be. h. Shows social responsibility. Did it make you feel differently about the company or its products? Aquafina bottled water has shown their social responsibility by using 50% less plastic in their plastic water bottles. I really appreciate companies who make an attempt to do something less harmful than what they were doing before. Granted, the bottles are thinner and when you drink out of them, they crunch up, but they're still just as good as the bottles that used 50% more plastic. I respect any company who tries to make a difference for the environment. I try and use products and support business are that are aware of the environmental problems and try to make a difference. I'm not as willing to pay money to a company who willingly and knowingly damages the environment and doesn't try and change it, or find a better alternative.