Summary: The Vanguard Advertising Department

In the reading Advertisements R Us, Melissa Rubin expands upon her analysis of Coca-Colas’ 1950 magazine advertisement, and brings many points to light about how the company uses cleverly crafted advertising tactics to appeal to a specific group of Americans. By clearly communicating her evidence to back up the analysis of the advertisement, Ruben composes a thoughtful and persuasive paper. For example, Rubin explains how simple details, such as the use of their slogan on the vending machine pictured which reads “Drink Coca-Cola - Work Refreshed”, and the placement of “Sprite Boy” in the ad, all work together to send a message that makes consumers want to buy their product. Consequently, because of the evidence presented in her writing, Rubin has crafted a paper that I find logical and persuasive.

The biggest challenge that they face as a company is they do not have the room the increase expenditure by such a vast amount. Currently there is $3,675,000 in promotional dollars allocated as follows; sales and administration expense (995,000), cooperative advertising programs with retailers (1,650,000), consumer advertising (562,000) and trade promotion (467,000). adding the $225,000 increase in consumer advertising will not allow the 5% of expected sales for total promo expenditures. John Bott, the vice president of sales disagreed with the budget allocation and noted that sales expenses and administration cost were projected to be $65,000 in 2008. This led him to believe that an additional sales representative would be needed to service company accounts because 50 were being added. Therefore he estimated this addition would cost at least $70,000 including salary and expenses in 2008. Bott also stated that “That's about $135,000 in additional sales expense that have to be added to our promotional budget for 2008”

What does an ad say about a society? When viewing a product advertisement, many people never stop to think why the ad and product appeals to them. However, when a more critical look is taken, it’s easy to see precisely how ads are carefully tailored to appeal to trending values of a targeted demographic, and how that makes it easy to examine the society of those whom the ad is targeted at. In the analytic writing Advertisements R Us, Melissa Rubin provides an excellent example of this, as she crafts a logical and clear analysis of a 1950’s Coca-Cola magazine ad which thoroughly explains how advertisements can reveal quite a great deal about the society in which they were created.

As the article “what we are to Advertisers” by James B Twitchell informs that Advertisers use the strategy of positioning to attract consumers to their product. Positioning is a marketing strategy that exerts a brand to get the attention of customers. The product itself doesn’t even have to attract the consumer, the advertiser just needs to make an ad that creates a spark into people's minds. Although a product might be similar to its competitors, an ad can make a difference with how they are interpreted. Twitchell makes to understand that even though all of us are put into a category, we somehow all connect.

After a period of declining sales for Allround, we increased the advertising budget to be consistent with our competitor’s budget. We decided to be very consistent with our strategy over the ten periods; however, in hindsight we should have implemented a more dynamic strategy that factored in the changing

The next concern is the Year 8 Ending Accounts Receivable in the amount of $609,960 which is the total amount received from Year 8 Sales projections. Once again the Sales projected and the Accounts Receivable shows a wide margin of difference. The Total Budgeted Revenues was $5,247,450 and the Accounts Receivable was $629,694. This equates to only 12% of the Actual Sales being collected. The Accounts Receivables will need a serious evaluation as to why the collections are this low. It is important for this business to increase the Aging Accounts owed to the organization in order to increase the accounts receivable. Penalties may need to be sent to the vendors for late payments and the finance staff will need to be held accountable for poor internal control practices. Accurate Net Sales Projections will need to be adjusted for this change in the overall market decline.

In light of an evolving market, faced with new competitors, and after a careful analysis of their current customers, the Vanguard Group (hereinafter referred to as “Vanguard”) realizes it must rethink its entire marketing strategy. However, in order to protect and leverage their competitive advantage, which is their low management fees, and to optimize the loyalty that their customers continuously demonstrate toward their organization, they must now target the most profitable segment for them, and develop the best way to serve and delight these customers.

Flunking out of Oxford and building a worldwide advertising empire may not be expected to go hand in hand, but they were joined in the life of David Oglivy. Shell Oil, Sears, American Express, IBM, Rolls-Royce, and Pepperidge Farm are just a few of the companies that he worked with while revolutionizing the advertising industry (Doyle). A strong believer that common sense lead to the best advertisements, he was known for his use of strong research to support the success of an advertisement, likely stemming from his time working as a Gallup pollster (Wepman). As a man of many diverse life experiences Oglivy once wisely said, “If you want to be interesting, be interested.”

Each team should complete Exhibit #4 “Ad Revenue Calculator” and Exhibit #5 “Estimated Financials for 2006 and 2007” and submit a copy of their team’s work at the beginning of class. A spreadsheet is provided to help you with this assignment.

The main aspect of advertising is to ‘get more bang for the buck’, to make it aesthetically pleasing to the eye and gain the viewer’s attention. Throughout the years, advertising has varied in many ways from catchy slogans to iconic logos. Some may say there is nothing wrong with a little healthy competition, but what if one area is gaining the benefits slightly different than the others because of their boldness? American and European advertising are very different culturally as well as aesthetically. There has always been a cultural difference in the style of

up about two thirds of the A4 sized advert. The picture is of a woman

When an advertiser places one of their advertisements into a newspaper, they want their advertisement to appeal to the readers of that particular magazine. They could have the exact same message, but considering their audience, they could make it more effective if they use a different strategy to market their product. This is very common for advertising strategies to change when the content of the magazine changes. You can relate the way that the magazine producers choose their ads by when Steve Craig says that "…program producers and schedulers must consider the target audience needs of their clients" (162). The types of advertisements are driven by the content of the magazine. Sports Illustrated provides a

Advertising is a persuasive communication attempt to change or reinforce one’s prior attitude that is predictable of future behavior. We are not born with the attitudes for which we hold toward various things in our environment. Instead, we learn our feelings of favorability or unfavorability through information about the object through advertising or direct experience with the object, or some combination of the two. Furthermore, the main aim of advertising is to ‘persuade’ to consumer in order to generate new markets for production.

ZOOPPA. (2015) explained that it was founded in 2007 near Venice (Italy). It is an entrepreneur performing in business to business sector within advertising marketing. It is the only venture in history which involves community users in creating ads for different brands all over the world. Basically, it is has 12 individuals managing and planning for its activities but more than 75,000 community users registered, who are contributing in its success and growth. Initially Zooppa started from Italy but within a very short it has been launched in U.S.A, Brazil and Europe too.

Throughout time many companies change their methods of advertising due to the change in times and African Americans being accepted into society as equal. In “‘Dinnertimin’ and ‘No Tipping’: How Advertisers Targeted Black Consumers in the 1970s” it goes over some strategies that companies like Mcdonald's and Winston used to get the attention of African American societies. While some advertisements used images to represent how “cool and rich” you can be with there product, others used words that had African American slang in order to catch minorities attention. Furthermore the author uses these examples to show how effective these advertisements where and how they have affected the society we live in today. I believe these infomercials were effective because regardlessly they got a response to their advertisement.