Great State Wheat Flakes Can’t be Beat Betty, who has been employed for three years as a copywriter for HK&M, a mid-size advertising agency specializing in consumer packaged goods, has been feverishly working for the past week on a new ad campaign for Great State's wheat flakes, a regional breakfast cereal. The account has been with the agency for several years. Although Charlie, the brand manager on this cereal, has been pleased with the agency's work over the years, the old positioning, which stressed taste attributes and fun-filled family breakfasts, has become tired and dated. Marketing research shows a high degree of consumer wearout—people are tired of the campaign, even annoyed with it, and are ready for something …show more content…
In fact, blind taste tests have shown that between 70 and 80 per cent of consumers cannot identify their favorite brand of wheat flakes and that loyalty levels are low -- with price incentives consumers will readily switch brands. Charlie, obviously irritated, explained that his tag linewas an honest exaggeration, what the advertising trade termed "puffing," and that consumers are expected to see through it. He felt that it offered the point of difference needed to increase brand loyalty. Betty, feeling uneasy, later that day approached her boss Steve, the copy chief at HK&M, asking his counsel. Steve explained that Charlie's suggested slogan is what is called an "implied superiority" claim.
Steve explained that such claims are commonly made for commodity brands. They stake out a parity position, which does not claim to be superior to, but only as good as, other brands, while using copy that suggests or implies superiority for the named brand. He cited several current and classical examples, such as "Nothing else cleans better," "The maximum fluoride protection in any toothpaste,” "You can't beat the savings,” "You can't buy a more effective pain reliever," and “Nothing is proven to work better or last longer.” In effect, these brands are claiming that they are
makes them add value to reputation of their brand. Their main strength is an ingenious
Advertisers use the rhetorical appeals to sell products. Have you ever tried to get an ingredient label at a fast food restaurant? Wendy’s and Burger King is the most established restaurant over the world. They’re also the two of the most popular restaurants in the worlds.
Rhetoric ads are being used everywhere to draw attention to audiences. Gatorade is one brand that I caught using this. It is no wonder that it is a popular sporting drink. In the Sweat It to Get It” commercial, a man enters into a store to purchase a couple Gatorades and then heads to the checkout line. The cashier refuses to let the customer purchase the items because he did not meet the full requirements. If the customer was not sweating, he was not worthy for this product. Suddenly, a football athlete then appears in the ad. Cam Newton, a football quarterback, walks into the store covered in sweat. Newton stands besides the sophisticated customer who is well groomed. The athlete bangs the Gatorade bottle out of the man’s hand. This part of the scene was trying to clarify the argument between the stores clerk. This pointed out to the audiences why selling the Gatorade to that customer would have been a mistake. Gatorade expands their ad to the next level with a humor to get the audiences attention to buy their merchandise.
Multimodal text plays a huge role in the entertainment industry, but how they promote and influence audiences to buy their products depends highly on how they present their advertisement. In the famous Old Spice commercial many rhetorical appeals are used, and although this advertisement little to realistically describes the product they are advertising, It's clever and subtle use of all three appeals, pathos, logos, and ethos, persuaded many people to switch to Old Spice and at the same time helped Old Spice reach its target audience, which is men.
Numerous of announcements these days make the buyers feel like they have an amorous relationship with a products, and that the imaginary promise of advertising will always leaves them hungry for more. They can never be contented, because the purchase they love cannot love them back.
As a result, Seaver retaliates Herbert’s remarks by demonstrating how Grove Press’s use of the “It’s the Real Thing” slogan would not jeopardize any products. It would in fact be beneficial to the Coca Cola company in the sense that the consumer would recognize the slogan and feel compelled to go buy their product. His assertion shows how rather than being harmful, using the same slogans would be convenient to Coca Cola because the reader might “buy a Coke rather than a book.” (Para 3) Seaver counters Herbert’s argument by providing examples on how their slogan would not diminish or decrease the effectiveness of Coca Cola’s revenue. He then proceeds to assert “We [Grove Press] would be happy to give Coke the residual benefit of our advertising.” (Para 3)
Many advertisements nowadays don’t advertise objects with the verity of their quality. Rather, they get someone in the famous industry to advertise their product so the people that are watching see their favorite famous person and want to buy it because they use it. When most of the people that promote it don’t use it, or it never truly works as they say, and another way they advertise is through foods.
The products I use in the bathroom, the coffee I drink, and the clothes I wear are influenced by marketing. The commercials convinced me to try soap products, toothpaste, and the coffee I drink. Marketing may persuade one to try a new product but ultimately the product or services must live up to the “hype” to keep consumers coming back.
This marketing strategy will venture in to a previously unexploited market segment by refreshing an existing product and introducing a new product to General Mills’ extensive product mix. General Mills will need to undertake a strategic plan to revitalize and further develop the Cheerios product over the next two to four years. As the millennial influence increases this marget segment presents a significant opportunity for General Mills to modernize Cheerios through and revitalization and complimentary product innovation. Currently Cheerios appears to be a standalone product marketed as a breakfast product to families and children. In order to gain market share and attract the “Y Not Be The Change” market General Mills will need to implement an aggressive marketing strategy involving product innovation, price, distribution, and promotion. Market Research confirms that Gen Y’s make up about a fourth of the population confirming that this segment is potentially very profitable. This health conscious, connected and well educated Gen Y market is an emerging segment where General Mills can effectively capitalize as an entry point to the growing healthy snack food market versus the breakfast food market.
Coming up with advertising ideas is not as easy as it might sound. Sometimes two or more companies might come up with the same slogan causing a conflict between them. That’s the case between the Coca-Cola Company and the Grove Press Incorporation. Both used the slogan “It’s the Real Thing” to describe their products and the Coca-Cola company was not in agreement with that. A company executive from the incorporation and a worker from the company, Ira Herbert, addressed this issue through a letter. Mr. Herbert, used a demanding tone, repetition, and pathos in order to get the Grove Press incorporation to stop using the slogan. On the other hand, Mr. Seaver, the person from the incorporation is the most persuasive due to the use of a serious direct tone, anecdotes, and sarcasm in order to explain to the Coca-Cola company that they have the right to use the slogan.
If the reputation of the company and the relationships whit their clients does not affect by supplying more imitated products "which we can not guarantee".
Marion Nestle had decided to take a deeper look into the cereals that “claim” to have a good high source of protein. One brand she had looked into was Cheerios Protein versus regular Cheerios. The protein content was not that much of a difference, the protein claiming Cheerios had 7 grams of protein per 55 grams of a serving whereas the regular Cheerios have 3 grams of protein per 28 grams in a serving. The difference is not much. People who are not in the food industry or are worried about their protein intake do not see how this is not much a difference because they see the higher amount of protein versus the smaller amount so they go for the cereal with the larger number. This is just a way for the cereal brand to have a different and maybe
The typical person looks at 3,000 ads every day or more, as professors teaching our students to understand marketing principles, and how to communicate more effectively. With an audience, we have to face the reality of the advertising world today and understand that the examples we face today are fairly commonplace. Buying the product of interest will bring us happiness, popularity, status, prestige or any number of other outcomes that are certainly better than where we find ourselves. “The FTC Improvement Act of 1975 expanded the Federal Trade Commission regulatory powers over unfair or deceptive acts or practices this ensured that companies would make truthful claims about their products ,these claims are often measurable and objective” (Thorne,
quality, and recognized by the consumer as such. The brand is seen as expensive, but