My Position As The Cell Phone Manufacturers Corporate Responsibility And Ethics Officer

The target audience for Gatorade is for athletes, but this commercial does a great job of reaching out to a wide range of athletes. The advertisement targets athletes of the older generation, along with athletes that are young. Gatorade uses two retired players, Peyton Manning and Michael Jordan, along with two players nearing the end of their careers, Eli Manning and Serena Williams, and three players that are currently in their prime, Kyle Schwarber, Matt Ryan, and Karl-Anthony Towns. The different ages in the commercial are extremely effective because athletes that would be interested in Gatorade’s products vary in age, and Gatorade had to appeal to all generations of athletes. Also, the inclusion of Serena Williams can appeal to the female athletes that view the

This bond that is created between the viewer and a celebrity helps understand the effectiveness that endorsements have where marketers have failed. The celebrity builds character in the eyes of the public and that character carries on into the product he is endorsing, and even though a part of the persuasion has to exist in the product itself, but a celebrity uses his status and the character he has built to gain credibility and likeability among the target audience. This character the celebrity transfers to the product is known as the “meaning “(2). The transfer of the meaning to the product goes through three stages. The first stage is in finding the celebrity with the desired meaning that they want to carry to the product this requires casting from the wide world of celebrity endorsers. The second stage is choosing which celebrity embodies the meaning the marketing campaign requires for the product, this stage is subject to expense restraints and availability. After deciding on an endorser stage three is the most complicated stage as in this step the endorser has to be able to transfer that meaning into the product, they have to make this meaning “available to the consumer in a material form”(2), this stage allows the consumer to accept the meaning they are given and accept the product and you use is a tool to build their own character. These three steps not only

In order to operate ethically in a global marketplace, corporations like Exxon Mobil need to define the conduct that they expect from their officers, executives, managers and employees. Without a defined code of conduct, employees feel forced to use their personal mores to determine what actions they should take in ethically ambiguous situations. Like children on a playground, employees need to know where the fences are so that they can work effectively.

“People are more likely to pay attention to a TV commercial if one of their favorite players is talking, than they would be if the owner of the company was the star” (Miller). It is the association with the known and likeable character which may attract people to follow celebrity endorsements. It may also be the association with success which the athlete is characterizing. Whatever the case may be, Miller gives tips of what marketing companies look for before persuading a player with an endorsement:

It is known to be true that the best endorsements achieve a deriving ideas, style and taste between the product and the celebrity. Giving a brand an appearance is more than just a marketing strategy to increase sales; it is a decision that can change the outcome of the brand for the

Businesses today face a plethora of ethical duties such as upholding corporate governance, maintaining stakeholder relationships, and presenting an image of social responsibility. In review of Company Q’s (Q) current ethics culture, its image in regards to social responsibility is not equivalent to that of its competitors. In a growing market faced with increasingly challenging competition, there are several areas that Q can and needs to address to bring the company to a level of social responsibility that exceeds stakeholder expectations. First, attention Q needs to address market demands for additional locations to better

Cal Ripken Sr. Foundation is an organization dedicated to providing educational support, sports-teamed afterschool programs and mentorship for at-risk youths across the United States. A semester long internship with the foundation provides an opportunity to experience and engage in teamwork, project management and collateral preparation. Additionally, the work environment persuades transparency, efficiency and interpersonal communication between the staff. The foundation heavily relies on its brand image and celebrity status bestowed by the Cal Ripken name. Hence, brand management is an integral part of any work done by members of the organization. Due to such, my internship experience with the foundation has allowed me to achieve career oriented

Use of celebrities in advertising is no new concept, companies have used celebrities to sell everything from cars, to moisturizer. Celebrities, due to our consumerist and media based society, are the ideal salespeople. (Wright, 2015) PETA’s campaign team understands that celebrity can help sell products and put a spin on that marketing technique by using celebrity endorsement in order to sell their ideals, and a vegetarian/vegan lifestyle. Celebrity endorsement can help companies and non-profit organizations such as PETA to gain public recognition, and to make a strong impression on viewers and consumers, so that they will remember the product, or in PETA’s case, consumers will remember the ideals and advocacy that the organization is promoting. (Fleck, Korchia, & Le Roy, 2012) It’s also apparent that a celebrities attractiveness has something to do with it as well. Fleck, Korchia, and Le Roy also state that “A celebrity spokesperson's physical attractiveness has a positive impact on brand recall, attitude toward the brand and purchasing intent”

Verizon Communications connects to society not only by suppling 38% of the wireless communication subscription market, but more importantly through its commitment to ethical values and practicing socially responsible policies. Stating these beliefs in their code of ethics, “We stand for integrity, respect, performance excellence and accountability. This reaches beyond products and services, connecting our customers to a larger truth about what we do and why it matters.” (Verizon, 2017) Following a code of ethics, Verizon presents a “Verizon Credo” that goes into more depth about their core values. Considering the ethical and social responsibilities of Verizon as it influences the company ability to be a possible investment, a source to purchase from, or as an employer, research and analysis would reveal Verizon to be a leader in ethical values and funding socially responsible projects. WeNeedMore.com is a recent initiative Verizon has been supporting to invest in education and to broaden the scope of a child’s mind. Verizon strongly defines a set of core values, that are monitored and practiced, setting aside this company to be accountable to their customers on behalf of for their products. Employment under a Verizon adheres to an agreement between the company and its employees. This agreement to operate under ethical standards is clearly defined, enabling the employee to excel along the expected route.

The presence of the athletes in cereal advertisements employs the rhetorical appeal, ethos; the sports stars give the brand a certain degree of credibility. Children, who idolize athletes more than adults, are more likely to pester their parents to purchase a particular cereal if it features their favorite sports star in an attempt to be more like them. These advertisements illustrate the effect of sports, and the associated national identity, in decision making: sports continue to be a huge part of American culture, the stamp of approval from athletes means a lot to sports fans, young and old

In a business, a code of ethics and ethical behavior guide the employees, management, and figureheads of the company in its everyday culture. This can be related to the social responsibility ideology in a variety of ways. Corporate social responsibility, according to the text, is a business’s duty to “pursue policies, make decisions, and take actions that benefit society” (Cengage Learning, 2015). This connects to ethics in that both strive to do what is “right”. It is sometimes difficult to determine what is “right” for the company, however, the overall advancement of society can in return affect the long term survival and general environment of a company, including Verizon.

It’s becoming more common for the top athletes being advertised in commercials such as McDonald’s, Arby’s and even Coke. These athletes are competing at the highest level; they are strong, healthy and very driven at whatever they do so that they are successful. They are what little girls and boys dream of being when they are older. In a commercial put on by McDonald's it continues the trend of top-tier athletes promoting their fast food. This commercial sends a harmful message to viewers, and McDonald's should stop airing this immediately.

Celebrity endorsement was applied to the ad in order to make the group be inclusive with. As shown within the ad, famous football players were endorsed. The endorsement generates a respected group, so it attracts the target audience to the product. This is intensified by the bandwagon technique into lifting the thought of inclusiveness with the celebrity group. For instance, the text, “Offical Nutritional Supplement Provider Of The,” above the Hurricanes logo. This influences the target consumer to buy their products by installing the thought of being included to professional athletics by its purchase. By utilising celebrity endorsement and bandwagon, the ad wins over athletic men through joining the celebrity

Celebrity endorsements are one of the most famous methods of marketing used today. Celebrity endorsers are being used in about 25% of all the advertisements that we can see on the television. Marketers are investing large sums of money to have a contract with the celebrities as they believe that celebrities can affect the chances of success of a product. (Erica Weintraub Austina*, 2008) Kiakati

Celebrity endorsement is a billion dollar industries today (Kambitsis et al., 2002) with companies signing deals with celebrities hoping that they can help them stand out from the clutter and give them a unique and relevant position in the mind of the consumer. According to Solomon (2002), the reasons for using celebrity endorsement involves its potential to create awareness, positive feelings towards their advertising and brand. Research has shown that celebrity endorsement can have an impact on the consumer’s attention, recall, evaluations and purchase intentions (Atkin and Block, 1993), Celebrity endorsement is a widely used tactic in marketing and much research