Advertising is one of the most visible forms of communication. Because of its wide use and its limitations as one-way method of communication, advertising in international markets is subject to a number of difficulties. Advertising is often the most important part of the communication mix for the consumer goods, where there is a large number of small volume customers who can be reached through mass media. International advertising entails dissemination of a commercial message to target audiences in more than one country. Target audiences differ from country to country in terms of how they perceive or interpret symbols or stimuli, respond to humor or emotional appeals, as well as in levels of literacy and languages spoken. International advertising can, therefore, be viewed as a communication process that takes place in multiple cultures that differ in terms of values, communication styles and consumption patterns. International advertising is also a business activity Continue reading
Advertising Strategies
Case Study: Doritos Chips “The Loudest Taste on Earth” Ad Campaign
The Frito Company began operations in San Antonio, Texas, in 1932 and merged with H. W. Lay & Company to form Frito-Lay in 1961. Four years later, Frito-Lay merged with the Pepsi-Cola Company to form PepsiCo, and during the 1990s the snack food division became known as the Frito-Lay Company. In 1997 Frito-Lay expanded its product lines in Europe, Australia, and South America by purchasing salty snack brands in countries there, and in the United States it acquired the Cracker Jack brand of candy-coated popcorn and peanuts. Frito-Lay made nine of the 10 top-selling brands of snack chips in the United States, including Lay’s and Ruffles potato chips, Cheetos cheese puffs, Rold Gold pretzels, and Tostitos and Doritos tortilla chips. The company’s first product had been Fritos corn chips, which were promoted for years by a character called the Frito Kid and later with the tag line ‘‘Munch a Bunch! Continue reading
Case Study: Cisco “Self-Defending Network” Ad Campaign
Besides being one of the NASDAQ’s fastest-growing stocks during the late 1990s, Cisco was also the world’s leading producer of switches and routers that directed traffic across the Internet. In 1998 Cisco released advertising that encouraged Internet usage, which in turn increased the demand for Cisco’s hardware. Two years later Cisco’s ad agency, Hill, Holliday, Connors, Cosmopulos, Inc., introduced a $43.8 million campaign with the tagline ‘‘Empowering the Internet generation.’’ The campaign’s television spots, including one titled ‘‘Factory,’’ featured Cisco’s hardware increasing businesses internet usage, which indirectly boosted the businesses profits. After the technology sector plummeted in late 2000, Cisco did not release a campaign for almost three years. In June 2002 Cisco awarded its advertising account to DarkGrey, the technology unit of Grey Global Group. For its first few months doing business with Cisco, DarkGrey developed a campaign with the tagline ‘‘Advancing the human network.’’ None of the DarkGrey Continue reading
Changing Scenario of Advertising Strategies
In recent years, advertisement has grown dramatically. Many people are exposed to several ads every day. Some people can think that advertisements don’t mean anything, but usually ads sell more than they offer. Sometimes, ads can sell values, norms, lifestyles, love, popularity, and happiness. Ads have an important role in society because sometimes those ads tell people who they are or who are they going to be. Advertising has a profound effect on everyone, and sometimes we don’t know that. In fact, marketers spend billions trying to reach audience. Advertising is everywhere from the clothes we use until the food we eat. Marketers use many ways to approach to audience, but some of these methods are unethical. One of these methods is called “divide and conquer”, and its purpose is to increase sales through market segmentation. Marketers use strategies based on social diversification, audience packaging, and product targeting. Even though Continue reading
The Role of Celebrity Endorsements in Public Relations Campaigns
Businesses and entrepreneurs who use celebrities to endorse there products are elevated into another category. The celebrity pitch is a tried and tested advertising strategy that has stood the test of time. The advantages are that celebrity adds personalities and characteristics to a brand that will raise awareness and product adoption.According to American Public Opinion Survey and Market Research, 72 % of customers who bought a product backed by a celebrity said that it was the famous face of the endorser who first grabbed their attention. If successful, the use of celebrity endorsers can contribute to adding significant value to a product. Today, more than ever before, the public has a hunger for celebrity information. The cult of the celebrity is more powerful than at any time in history and the marketing potential of this is enormous, especially if you can connect a product and a celebrity to a Continue reading
Case Study: GoDaddy’s Super Bowl Commercials
Bob Parsons sold his first successful company, Parsons Technology, in 1994, and in 1997 he used the proceeds to start a new company, Jomax Technologies. Unsatisfied with the Jomax name, Parsons and his staff came up with the more arresting moniker Go Daddy. As Parsons told Wall Street Transcripts, the name worked ‘‘because the domain name GoDaddy.com was available, but we also noticed that when people hear that name, two things happen. First, they smile. Second, they remember it.’’ After an unsuccessful attempt to establish the company as a source for website-building software, Parsons reinvented Go Daddy as a registrar of Internet domain names, buying unused website names and then reselling them to individuals and businesses in need of an online presence. Go Daddy also offered auxiliary services and products enabling customers to launch their sites after the domain-name purchase, including (as in the company’s early days) software for building Continue reading