Examining the Objectives, Strategy and Goals of Product Red

Advertising is a complicated form of marketing, it’s almost like an art form. One must be acutely aware of their audience and what captures their attention, otherwise the advertisement will fall flat. There is a myriad of different ways to lure consumers into buying a product; for example, the Center for Disease Control’s (CDC) managed through a series of advertisements to convince individuals of the importance in getting a vaccination for the influenza virus. It was applied using multiple techniques, namely the methods of universal appeal and association. These techniques helped the CDC to effectively promotes the flu vaccine and get their message across to a wide range of people.

HIV/AIDS has been responsible for one of the worst epidemics in history. In her book “The Invisible Cure” Helen Epstein details why Africa in particular was so devastated by the disease, which countries failed and which succeeded in the struggle to contain the virus, and why this happened. Epstein highlights a particular phenomenon, that first took place in Uganda, but which can be translated to many countries and situations, and which she calls “the invisible cure.”

Many of the marketing efforts have been through companies that licensed the RED brand and created products for the charity. Several companies were, Apple, which made a limited edition iPod Nano, Motorola, which made the Motorazr phone, Emporio Armani,

Zumiez Inc. history started off with the owner of the business wanting to do anything he could do to give back to his community. When Zumiez was first created their target market was in action sports retailing, when they really started making more money they started giving back in an even bigger way to 13 charity organizations in Snohomish County, Washington by purchasing jackets, flannels shirts and blankets to give away to those who couldn’t afford it. Up until that point Zumiez was a private company until their launch in the spring of 2005. By the time we hit 2012 Zumiez had already donated over 180,000 items to over 180 organizations in 21 states helping more than 60,000 men, women, and children. Tom’s philosophy of business and life has been there motto since day one. “We help our employees to become successful, which makes the company successful. This in turn allows us to use that success to help others and to develop our employees into community leaders on issues that matter to them”. As Tom always says, “it’s about the leverage- creating it and using it for the benefit of others, and in the process, of ourselves”

When people see or hear advertisements, whether it be in a magazine or on television, many do not stop to consider or analyze the techniques that go into making the advertisement effective. For instance, the Center for Disease Control has a campaign that has the purpose of promoting the influenza vaccination. If you examine the campaign closely, it becomes clear that the advertising campaign targets a diverse audience of all ages, genders, and races who could all benefit from getting an influenza vaccination. In this advertisement campaign, the Center for Disease Control effectively promotes the benefits of getting an influenza vaccination to a targeted audience using numerous persuasive techniques such as association and universal appeal.

FAC’s mandate to include AIDS projects in Africa and Asia. One of the board members

St. Jude’s target for marketing fundraising is far larger than most charities. Their target; preschoolers, professionals, 8th graders and 80 year olds, television, radio, local drives, school drives, trike-a-thons, math-a-thons, local, county, state and national events. Some of the big ones that you may be familiar with; the “Dream Home Giveaway”, the “Thanks and Giving Campaign” and the radio-a-thon “Country Cares”. Because of last year’s St. Jude’s NFL event, 18% of American’s said they planned to support St. Jude’s “Thanks and Giving Campaign” during this past holiday season. No opportunity is turned away.

From these results, it is obvious the campaign met and exceeded the team’s established goal and objectives. New Responsibles were now openly discussing and referencing Clorox and its products in their on- and off-line conversations. Additionally, there was a change in purchase interest and brand favorability. Consumers were willing and wanting to purchase Clorox products.

Firstly, (Product) RED promotes its product range with a cause-marketing campaign, in which,(product) RED ties the marketing of a brand, company, product or service directly, e.g. GAP, Armani, Apple iPhone, to a social cause ± HIV awareness and AIDS prevention. Most cause-marketing campaigns provide for a social cause by donating a proportion of sales to a specific body, for which in this case is Global Fund.

In The Invisible Cure, Helen Epstein talks about why HIV/AIDS rate is so high in Africa compared to the rest of the world. Through the book, she gives us an account of the disease and the struggles that many health experts and ordinary Africans went through to understand this disease, and how different African countries approached the same problem differently. Through this paper, I will first address the different ways Uganda and Southern African countries, South Africa and Botswana in particular, dealt with this epidemic, and then explain how we can use what we have learned from these African countries to control outbreaks of communicable disease elsewhere around the world.

The following stakeholders in this campaign include county health executive, Susan, the major health system’s emergency services director, Dr. Matt, coordinator of public relations, Marjorie, the director of the university extension office on public welfare, Dave from Catholic Charities, Maria of Lutheran Social Services, and John from the Free Clinic. Together they work together to implement the finest marketing campaign for the young women and children. The first step would be to obtain sponsorships from local hospitals, doctor’s office, and other healthcare businesses, that are willing to donate money or their healthcare expertise in return for recognition through a sponsorship program. Not only would the healthcare be free for these women,

The main focus points identified to eradicate the women and child problems were Education, Awareness, Programme Implementation. Inclusion of ASHA workers and supply of nutrition food from prenatal stage were crucial steps taken

products, have attracted a lot of customers throughout the world. The company has a huge

“The Toys R Us campaign offers fun, simple ideas to help people "go blue", such as a special app on its Facebook page to help fans give their profile picture a blue tone.” Accepting donations for two months as well. Cause-related marketing is “marketing that ties a company and its products to an issue or cause with the goal of improving sales or corporate image while providing benefits to the cause companies associate with causes to create long-term relationships with their customers, building corporate and brand equity that should eventually lead to increased sales.” Toys R Us found a way to help an organization while promoting the stores image in a good light. Research shows 70 percent of buyers have bought a cause-related marketed item.

The “Unite for Children, Unite Against AIDS Campaign” is dedicated to reversing the HIV and AIDS epidemic by 2015. Its work is complimentary to the Millennium Development Goal 6, which is ending HIV, Malaria and Tuberculosis.