Scholastic Corp., the U.S. publisher of the Harry Potter books, has come under criticism from a children’s advocacy group for using its vast, venerable network of school-based book clubs to market toys and other non-educational items ranging from video games to lip gloss.
The world’s largest publisher and distributor of children’s books, Scholastic earned nearly $337 million last year from the book clubs, which it inaugurated in 1948. The company estimates that three-quarters of U.S. elementary school teachers — and more than 2.2 million children — participate annually in the clubs.
Over the decades, the program has won praise for encouraging children to read by offering discounted books ordered through their teachers, who in turn can qualify for further deals on books and other classroom materials.
However, the Boston-based Campaign for a Commercial-Free Childhood — a national coalition of educators, health-care professionals and parents — launched a protest campaign Monday asserting that Scholastic has exploited its unique access to schools by marketing an array of non-book products in its monthly book club fliers.
Items pitched to elementary school students in the last 14 months include M&M’s Kart Racing Wii video game, an American Idol event planner, the SpongeBob SquarePants Monopoly computer game, lip gloss rings, Nintendo’s Baby Pals video game, Hannah Montana posters and the Spy Master Voice Disguiser.
The campaign said about one-third of the items for sale in Scholastic’s elementary and middle school book clubs either were not books or were books packaged with other items such as jewelry, toys and makeup. The group is running a e-mail campaign to urge Scholastic officials to make changes.
The campaign is the latest fight over exposing children to advertising and commercial products at school. Other criticism has been leveled against schools that offer students sodas or fast food, an in-school news channel that includes advertising and a company that provides radio programming with commercials in school buses.
Judy Newman, a Scholastic executive vice president who oversees the book clubs, defended the program and indicated it would not be changed in response to the protest. The toys and other non-book items were included in the fliers primarily to help spark student interest in the books, she said.
“We’re losing kids’ interest (in reading). We have to keep them engaged,” Newman said. “This (book club) model is 60 years old, and it has to stay relevant to do the work it does. To the extent we put in a few carefully selected non-book items, it’s to keep up the interest.”
ABOUT SCHOLASTIC
Scholastic operates in 15 countries, with annual revenue of $2.2 billion. Its latest annual report describes the school-based book clubs and book fairs as “core businesses.” The company operates a book fair unit in West Columbia.
1. What are your feelings on scholastic selling non-book items to chilcren in schools?
2. Is this ethical?
3. If you were a parent would this bother you?
4. If you were scholastic, would you change your item list?
Thursday, February 12, 2009
Monday, February 9, 2009
Coffee competition warming up
The allure of the value meal has long seduced penny pinchers craving a cheeseburger. Now, as the dismal economy slurps up profits, Starbucks is hoping to find some sales salvation in its own value meal variety.
The tug of war for coffee drinkers has gotten hotter in recent months, with McDonald’s offering new, lower-priced specialty coffee drinks and Dunkin’ Donuts advertising value-minded deals.
Starbucks has yet to offer many details about what chief executive Howard Schultz described to investors last week as “several breakfast pairings” at “attractive” prices. More details are expected as early as later this week.
But analysts wonder if the plan will be enough to keep value-seeking customers from abandoning the mermaid for the clown.
Starbucks is looking to rebound from dismal sales in the U.S. as more consumers cut back on spending in the deepening recession. In its fiscal first quarter report last week, same-store sales — a key indicator of a retailer’s performance — dropped 10 percent. That’s worse than the 8 percent decline in the fiscal fourth quarter.
Restaurants have been increasingly trying to break into the specialty coffee market, which has grown substantially since 1995, when only 2.7 percent of adults drank a specialty coffee drink every day, according to the Specialty Coffee Association of America. In 2008, that percentage stood at 17 percent.
1. Is it wise for Starbucks to try to enter the "fastfood" fields with McDonalds and Dunkin Donuts?
2. Do you think they will be successful?
3. What are some ways that Starbucks can compete or gain customers without entering a battle with Fast Food companies?
The tug of war for coffee drinkers has gotten hotter in recent months, with McDonald’s offering new, lower-priced specialty coffee drinks and Dunkin’ Donuts advertising value-minded deals.
Starbucks has yet to offer many details about what chief executive Howard Schultz described to investors last week as “several breakfast pairings” at “attractive” prices. More details are expected as early as later this week.
But analysts wonder if the plan will be enough to keep value-seeking customers from abandoning the mermaid for the clown.
Starbucks is looking to rebound from dismal sales in the U.S. as more consumers cut back on spending in the deepening recession. In its fiscal first quarter report last week, same-store sales — a key indicator of a retailer’s performance — dropped 10 percent. That’s worse than the 8 percent decline in the fiscal fourth quarter.
Restaurants have been increasingly trying to break into the specialty coffee market, which has grown substantially since 1995, when only 2.7 percent of adults drank a specialty coffee drink every day, according to the Specialty Coffee Association of America. In 2008, that percentage stood at 17 percent.
1. Is it wise for Starbucks to try to enter the "fastfood" fields with McDonalds and Dunkin Donuts?
2. Do you think they will be successful?
3. What are some ways that Starbucks can compete or gain customers without entering a battle with Fast Food companies?
Friday, February 6, 2009
Projects
Use class time to finish up and perfect your handouts. Remember that these hand-outs are something that is too look professional that you would hand out to your actual employees. Take time and consideration into what you are putting into your hand-outs.
Make it professional and organized. They are due at the end of the block.
Make it professional and organized. They are due at the end of the block.
Thursday, February 5, 2009
Advertising Search
Search the internet and find an advertisement that you feel does a great job in grabbing your attention, communicates its product well, and is unique.
If there is a picture of it, then save a copy of the picture and save it to your G drive and post it yuor blog, give a brief discription of what it is for, why it caught you attention. Don't just settle for something easy, really research and find something new and unique.
If there is a picture of it, then save a copy of the picture and save it to your G drive and post it yuor blog, give a brief discription of what it is for, why it caught you attention. Don't just settle for something easy, really research and find something new and unique.
Wednesday, February 4, 2009
Phelps avoids hot water with sponsors - for now
MILWAUKEE -- Michael Phelps doesn't seem to be in much hot water with his sponsors despite being photographed inhaling from a marijuana pipe.
From apparel company Speedo to luxury Swiss watchmaker Omega, several sponsors are standing by the 23-year-old swimming phenom - at least for now - and have accepted his public apology. Other big companies, like Visa Inc., Subway and Kellogg Co., aren't talking yet.
Experts say if Phelps doesn't stick to the straight and narrow, he could hurt his chances at future endorsements. And there's no guarantee he won't be dropped quietly once the furor dies down.
In this Sept. 8, 2008 file photo, Olympic gold medalist Michael Phelps is hugged by children after sharing his Olympic experience during a visit to the Boys and Girls Club of Burbank, in Burbank, Calif. Phelps acknowledged "regrettable" behavior and "bad judgment" after a photo in a British newspaper Sunday, Feb. 1, 2009, showed him inhaling from a marijuana pipe.
Phelps, who won a record eight gold medals at this summer's Olympics in Beijing, acknowledged "regrettable" behavior and "bad judgment" after the photo appeared Sunday in the British tabloid News of the World.
The paper said the picture was taken during a November house party while Phelps was visiting the University of South Carolina.
Phelps handled the situation well by apologizing and saying he regretted his actions, said John Sweeney, director of sports communication at the University of North Carolina at Chapel Hill's School of Journalism and Mass Communication. Phelps went a step further and promised "it will not happen again."
In 2004, after the Athens Games, a then-underage Phelps was arrested for drunken driving. He pleaded guilty, apologized and again said he wouldn't make the same mistake again.
Sweeney said if Phelps is caught transgressing a third time, he could stand to lose many sponsorships - and the public's trust. For now, the public and his sponsors could look past it. After all, he said, President Barack Obama has acknowledged using marijuana and he still got elected.
"My prediction would be that this will pass," he said with caution. "If it does happen again, it'll be twice the story and it will hurt him."
Swiss watchmaker Omega said Phelps' actions were a private matter and "nonissue" while Speedo called Phelps a "valued member of the Speedo team."
Sports performance beverage PureSport's maker, which tapped Phelps to be spokesman for its first national advertising campaign, also said Monday that it stands by him but it said it does not condone his behavior.
"We applaud the fact that he has taken full and immediate responsibility for his mistake and apologized to us, his fans and the public and we support him during this difficult time," said Michael Humphrey, chief executive of Human Performance Labs.
Hilton Hotels Corp., whose relationship with Phelps dates to 2007, likewise stuck with him.
"We continue to support Michael Phelps as an athlete whose numerous athletic feats outshine an act of regrettable behavior," the statement said.
But former sponsor Rosetta Stone, the foreign-language tutorial vendor, which had a one-year deal with the athlete that ended Dec. 31, did not like the news.
"We do not condone his activities and are disappointed in his recent judgment," Rosetta Stone said in a statement.
Both AT&T Inc. and PowerBar nutrition bar makers Nestle SA, two other big sponsors, quietly ended their relationships with Phelps at the end of 2008. Neither company would comment on the photo or describe the duration or value of their contracts.
Companies are getting pickier about their marketing and sponsorships amid the recession, when they need to get the most impact for what money they do spend on marketing, said Joe Terrian, assistant dean in the college of business at Marquette University.
It makes sense that, say, Speedo and PureSport would continue to support Phelps because their products are ones that he uses for his sport, Terrian said. But companies with products not directly linked to athletics, like foodmaker Kellogg and credit card company Visa, may not see him as kindly.
Terrian said that, given the 2004 incident, sponsors may look to cut their ties soon.
"Do you want to risk those sponsorship dollars when money is really, really tight?" he said. "I think that some of them will think twice."
Visa, Kellogg, Subway and 505 Games did not immediately return multiple messages left by The Associated Press seeking comment.
A spokesman at sports marketing agency Octagon, which represents Phelps, said the athlete is taking this seriously.
"He has spoken with his sponsors to personally apologize. We are encouraged by their support," the spokesman said.
Terrian said Phelps's sponsors could be looking in their contracts for so-called 'morality clauses' - ways that they can back out of deals if certain instances happen. Those became more widespread after Los Angeles Lakers star Kobe Bryant was charged with rape in 2003. Those charges were dismissed.
More companies could choose to end their relationships with Phelps quietly. And those whose ads he stars in could publicize such a move as evidence of "their goodwill and social responsibility," Sweeney said.
But Sweeney said companies may be willing to overlook indiscretions depending on how prominent an athlete is. A minor indiscretion could get a minor athlete tossed from a sponsorship, but it could take a bigger incident to bring down a bigger athlete, he said. Considering Phelps's unique accomplishment, sponsors still may want him.
"There's only one of him," Sweeney said of Phelps. "There's only one person with eight gold medals, and there's probably going to be one for a long time."
1. Would you as a sponsor continue to give money to Michael Phelps?
2. Would you as a business owner still pay Phelps money to Market your products?
3. Post your thoughts about the situation.
Friday, January 30, 2009
Work on Board
All of you should work on the presentation board for the Business law and Marketing 2/management class. Be creative. If you need to go to the library then do so and make it look good. Come up with a slogan for both classes and be creative. Make it eye catchy. Print things out on the color printer. IDC. The board is in my office in room 804B.
Make me proud!!
Make me proud!!
Kellogg tests space-saving box
Kellogg has started testing a new version of its cereal box that it says takes up less space in grocery aisles and consumers’ pantries.
The maker of Frosted Flakes, Cheez-Its and Eggo waffles said it is conducting a six-month test of the boxes, which are shorter and deeper than traditional cereal boxes.
The test in Kroger and Wal-Mart locations in Detroit started Monday with 10 stores. Thirty more will be added soon, Kellogg said.
Kellogg, the world’s leading cereal maker, said the new size is the most significant innovation in cereal boxes since the 1950s.
The tests affect the majority of Kellogg’s branded cereals, including Frosted Flakes, Corn Flakes and Special K.
The new boxes, to hold various quantities of cereal, use an average of about 8 percent less packaging material per box.
The company made the change to address consumers’ concerns that the taller, thinner boxes are difficult to fit into cupboards, said John Ferro, director of commercialization for Kellogg.
“We tried to address that by making the boxes more geometrically friendly,” he said.
The company will evaluate in six months how well consumers accept the new boxes, how retailers react and other factors, including manufacturing of the boxes, he said.
Kellogg could decide to change the packaging of its entire lineup, although Ferro said it was too early to say whether or when that may happen.
Does the new Kellogg test box signal the beginning of the end for the current cereal box?
What do you see as the benefits and/or drawbacks to the new box design?
The maker of Frosted Flakes, Cheez-Its and Eggo waffles said it is conducting a six-month test of the boxes, which are shorter and deeper than traditional cereal boxes.
The test in Kroger and Wal-Mart locations in Detroit started Monday with 10 stores. Thirty more will be added soon, Kellogg said.
Kellogg, the world’s leading cereal maker, said the new size is the most significant innovation in cereal boxes since the 1950s.
The tests affect the majority of Kellogg’s branded cereals, including Frosted Flakes, Corn Flakes and Special K.
The new boxes, to hold various quantities of cereal, use an average of about 8 percent less packaging material per box.
The company made the change to address consumers’ concerns that the taller, thinner boxes are difficult to fit into cupboards, said John Ferro, director of commercialization for Kellogg.
“We tried to address that by making the boxes more geometrically friendly,” he said.
The company will evaluate in six months how well consumers accept the new boxes, how retailers react and other factors, including manufacturing of the boxes, he said.
Kellogg could decide to change the packaging of its entire lineup, although Ferro said it was too early to say whether or when that may happen.
Does the new Kellogg test box signal the beginning of the end for the current cereal box?
What do you see as the benefits and/or drawbacks to the new box design?
Thursday, January 29, 2009
Test Day
Go over your notes for your tests and prepare to make a good grade!!
Once finished with your test, work on your PowerPoint presentations and rehearse them to make sure you have met all the criteria that are needed to ensure a good grade!
Make them interesting and unique!!
Once finished with your test, work on your PowerPoint presentations and rehearse them to make sure you have met all the criteria that are needed to ensure a good grade!
Make them interesting and unique!!
Wednesday, January 28, 2009
Officials prepare tourism ad campaign
HILTON HEAD ISLAND — Tourism officials at Hilton Head Island are banking on a costly ad campaign to support the region during the summer vacation season that’s already seeing sluggish booking rates.
The Island Packet of Hilton Head reported that the Hilton Head Island-Bluffton Chamber of Commerce will spend at least $200,000 on advertising beginning next month.
The ad campaign will target vacationers from Atlanta and Charlotte who can drive to Hilton Head. The ads encourage visitors to experience the coast “as only an insider can.” So-called “insiders” can obtain a free card that can be used for special deals on restaurants or tours.
Villa and resort owners have been worried about sluggish booking rates, even during the usually busy periods in spring and summer.
1. Is this enough to boost tourism to Hilton Head?
2. Is it wise to target consumers who are in driving distance?
3. Is this slogan enough to catch your attention as a tourist?
4. Create your own ad slogan for Hilton Head that you feel would gain attention and bring visitors to the Hilton Head area.
The Island Packet of Hilton Head reported that the Hilton Head Island-Bluffton Chamber of Commerce will spend at least $200,000 on advertising beginning next month.
The ad campaign will target vacationers from Atlanta and Charlotte who can drive to Hilton Head. The ads encourage visitors to experience the coast “as only an insider can.” So-called “insiders” can obtain a free card that can be used for special deals on restaurants or tours.
Villa and resort owners have been worried about sluggish booking rates, even during the usually busy periods in spring and summer.
1. Is this enough to boost tourism to Hilton Head?
2. Is it wise to target consumers who are in driving distance?
3. Is this slogan enough to catch your attention as a tourist?
4. Create your own ad slogan for Hilton Head that you feel would gain attention and bring visitors to the Hilton Head area.
Tuesday, January 27, 2009
Research
Do a litte reasearch on the internet and find and article that interests you about marketing or management. Post the article and then give a brief statement as to why this article grabbed your attention.
Once finished, be sure to comment on your classmates posts. Then finish and print your logo projects. If finished with those work on your personal powerpoints.
Once finished, be sure to comment on your classmates posts. Then finish and print your logo projects. If finished with those work on your personal powerpoints.
Monday, January 26, 2009
Super Bowl ad costs $100,000 a second
Marketers that advertise on the Super Bowl are always seeking more bang for their buck.
This year, with each 30-second commercial during the game estimated to cost a record $3 million — yes, $100,000 a second — and the recession threatening to dampen viewer enthusiasm, the sponsors are intensifying efforts to amplify the force of what they plan for Super Bowl XLIII.
“Especially in this economy, people are saying, ‘I’d better get my money’s worth,”’ said Andrew Graff, president and chief executive at Allen & Gerritsen, which conducts an annual survey online on the Super Bowl spots viewers consider most meaningful.
So a first-time Super Bowl advertiser, General Electric, intends to make its commercial the springboard for an elaborate campaign — in print and online as well as on TV — focused on innovative ideas “now” in areas like energy and the environment.
The campaign promotes GE products like Smart Grid energy technology as “innovation you don’t have to wait for” rather than far-off fantasies. The various aspects of the campaign, including digital holograms, online films and a special Web site, are all scheduled to go live on Super Bowl Sunday, Feb. 1.
A returning sponsor, Coca-Cola, is using the Super Bowl to help introduce an “Open happiness” campaign for its flagship soft drink. The campaign will be supplemented by everything from short spots on “American Idol” to 16-ounce bottles of Coke at lower, recession-friendlier prices of 99 cents each.
In addition to two commercials during the game for Coca-Cola Classic, there will be a Coke Zero spot.
Another returning advertiser, E-Trade, is surrounding its Super Bowl spot with a variety of Internet initiatives, including some that began on Facebook and YouTube (youtube.com/etrade) this week and on Twitter early next week.
The E-Trade commercial will bring back a character from two popular spots the company ran in the game last year, a talking baby wise beyond his years. The campaign also includes ads in newspapers and movie theaters and on Web sites.
“It’s more than a 30-second spot,” said Nick Utton, chief marketing officer at E-Trade. “The Super Bowl is part of a total plan.”
GE pondered the decision to make its Super Bowl debut at such a fraught moment, said Judy Hu, global executive director for advertising at GE.
One reason the company is going ahead with the campaign, she said, is that it has what she called a “positive, optimistic” spirit. The Super Bowl commercial features a song by the Scarecrow (Ray Bolger) from the 1939 film “The Wizard of Oz” and concludes with the company’s upbeat “Imagination at work” theme.
For Coca-Cola, in one spot scheduled for the Super Bowl, insects conspire to swipe a bottle of Coke Classic from a youth sleeping in a park. A second spot, commenting on the popularity of online and onscreen avatars, suggests that a bottle of Coke Classic can restore some human interaction to the interactive world.
Among the other advertisers on Super Bowl XLIII, to be broadcast by NBC, are Anheuser-Busch, Audi, Bridgestone, CareerBuilder, Cars.com, Castrol, Denny’s, DreamWorks Animation, GoDaddy.com, H&R Block, Hyundai Motor, Monster.com, PepsiCo and Teleflora.
1. What are you thoughts on a company spending this type of money on an advertisement?
2. If you were a business owner or CEO woudl you spend this type of money to advertise?
3. Do you think that the Super Bowl could bring a company that much more business than other times?
4. If you didn't advertise during the Super Bowl, what event would you focus most of campaign on?
5. Would this be a great place to spring board a campaign?
This year, with each 30-second commercial during the game estimated to cost a record $3 million — yes, $100,000 a second — and the recession threatening to dampen viewer enthusiasm, the sponsors are intensifying efforts to amplify the force of what they plan for Super Bowl XLIII.
“Especially in this economy, people are saying, ‘I’d better get my money’s worth,”’ said Andrew Graff, president and chief executive at Allen & Gerritsen, which conducts an annual survey online on the Super Bowl spots viewers consider most meaningful.
So a first-time Super Bowl advertiser, General Electric, intends to make its commercial the springboard for an elaborate campaign — in print and online as well as on TV — focused on innovative ideas “now” in areas like energy and the environment.
The campaign promotes GE products like Smart Grid energy technology as “innovation you don’t have to wait for” rather than far-off fantasies. The various aspects of the campaign, including digital holograms, online films and a special Web site, are all scheduled to go live on Super Bowl Sunday, Feb. 1.
A returning sponsor, Coca-Cola, is using the Super Bowl to help introduce an “Open happiness” campaign for its flagship soft drink. The campaign will be supplemented by everything from short spots on “American Idol” to 16-ounce bottles of Coke at lower, recession-friendlier prices of 99 cents each.
In addition to two commercials during the game for Coca-Cola Classic, there will be a Coke Zero spot.
Another returning advertiser, E-Trade, is surrounding its Super Bowl spot with a variety of Internet initiatives, including some that began on Facebook and YouTube (youtube.com/etrade) this week and on Twitter early next week.
The E-Trade commercial will bring back a character from two popular spots the company ran in the game last year, a talking baby wise beyond his years. The campaign also includes ads in newspapers and movie theaters and on Web sites.
“It’s more than a 30-second spot,” said Nick Utton, chief marketing officer at E-Trade. “The Super Bowl is part of a total plan.”
GE pondered the decision to make its Super Bowl debut at such a fraught moment, said Judy Hu, global executive director for advertising at GE.
One reason the company is going ahead with the campaign, she said, is that it has what she called a “positive, optimistic” spirit. The Super Bowl commercial features a song by the Scarecrow (Ray Bolger) from the 1939 film “The Wizard of Oz” and concludes with the company’s upbeat “Imagination at work” theme.
For Coca-Cola, in one spot scheduled for the Super Bowl, insects conspire to swipe a bottle of Coke Classic from a youth sleeping in a park. A second spot, commenting on the popularity of online and onscreen avatars, suggests that a bottle of Coke Classic can restore some human interaction to the interactive world.
Among the other advertisers on Super Bowl XLIII, to be broadcast by NBC, are Anheuser-Busch, Audi, Bridgestone, CareerBuilder, Cars.com, Castrol, Denny’s, DreamWorks Animation, GoDaddy.com, H&R Block, Hyundai Motor, Monster.com, PepsiCo and Teleflora.
1. What are you thoughts on a company spending this type of money on an advertisement?
2. If you were a business owner or CEO woudl you spend this type of money to advertise?
3. Do you think that the Super Bowl could bring a company that much more business than other times?
4. If you didn't advertise during the Super Bowl, what event would you focus most of campaign on?
5. Would this be a great place to spring board a campaign?
Friday, January 23, 2009
Coca-Cola Co. plans to launch new marketing campaign on 'American Idol'
NEW YORK - Coca-Cola Co., the world's biggest beverage maker, launched a new global marketing campaign on Wednesday to try to draw consumers back to soft drinks.
The campaign raises the stakes in Coke's competition with rival PepsiCo Inc. Both have increased marketing efforts — changing logos and running more ads — to shift their messages back to soda. They had put greater focus on pricier bottled water, energy drinks and sparkling juice drinks but amid the economic downturn both companies are returning to their roots.
Soda sales fell about 4.8 percent in the U.S. during the first nine months of last year, notes Beverage Digest Editor John Sicher. But Coca-Cola Chief Executive Muhtar Kent has asserted that soft drinks are key to the company's success, and both Kent and PepsiCo Inc. CEO Indra Nooyi have unveiled rebranding campaigns that, in part, are designed to slow the decline.
"The cola wars are back in high gear," says Sicher.
Coke's new "Open Happiness" ad campaign, tied to its "Coke Side of Life" ad slogan, is scheduled to launch on "American Idol." Ads will continue to show up on TV spots, billboards and in stores over the next few weeks. Part of the campaign includes three ads to run during the SuperBowl on Feb. 1.
"A lot of people have left the category," Sicher says. "Also a lot of young people have not entered the category, so these ads may help Coke both recruit new, young consumers and rerecruit some lapsed consumers."
As part of its marketing campaign, Coke said it will sell 12-ounce plastic bottles of Coke, Coke Zero, Diet Coke, Sprite and Fanta for just 99 cents. The lower price appeals to recession-weary consumers.
The Atlanta-based company plans to have TV commercials, outdoor ads and a song that is a collaboration of Gnarls Barkley's Cee-Lo, Patrick Stump from Fall Out Boy, Brendon Urie from Panic at the Disco and others.
The campaign raises the stakes in Coke's competition with rival PepsiCo Inc. Both have increased marketing efforts — changing logos and running more ads — to shift their messages back to soda. They had put greater focus on pricier bottled water, energy drinks and sparkling juice drinks but amid the economic downturn both companies are returning to their roots.
Soda sales fell about 4.8 percent in the U.S. during the first nine months of last year, notes Beverage Digest Editor John Sicher. But Coca-Cola Chief Executive Muhtar Kent has asserted that soft drinks are key to the company's success, and both Kent and PepsiCo Inc. CEO Indra Nooyi have unveiled rebranding campaigns that, in part, are designed to slow the decline.
"The cola wars are back in high gear," says Sicher.
Coke's new "Open Happiness" ad campaign, tied to its "Coke Side of Life" ad slogan, is scheduled to launch on "American Idol." Ads will continue to show up on TV spots, billboards and in stores over the next few weeks. Part of the campaign includes three ads to run during the SuperBowl on Feb. 1.
"A lot of people have left the category," Sicher says. "Also a lot of young people have not entered the category, so these ads may help Coke both recruit new, young consumers and rerecruit some lapsed consumers."
As part of its marketing campaign, Coke said it will sell 12-ounce plastic bottles of Coke, Coke Zero, Diet Coke, Sprite and Fanta for just 99 cents. The lower price appeals to recession-weary consumers.
The Atlanta-based company plans to have TV commercials, outdoor ads and a song that is a collaboration of Gnarls Barkley's Cee-Lo, Patrick Stump from Fall Out Boy, Brendon Urie from Panic at the Disco and others.
1.What are your thoughts about Coca-Cola's new marketing campaign to push people back towards softdrinks?
2. Do you think it will be successful?
3. Will the new bottle and lower price be enough to attract customers back to softdrinks?
4. Do celebrity spokespersons really help sell goods or services? will it work here?
Thursday, January 22, 2009
G vs. Gatorade
GAINESVILLE, Fla. — The “Gatorade bath” is synonymous with championship celebrations. But when University of Florida football coach Urban Meyer was doused with a bucket of the sports drink after the Gators won the national title last week, he technically took a “G bath.”
That’s because Gatorade Co. is re-christening its product simply as “G” — a bold move that has angered the family of the man credited with inventing the legendary beverage.
“We’re mad about it, if you want to know the truth,” said Mary Cade, 79, a Gainesville resident and the widow of Dr. Robert Cade, a former UF professor who helped create the drink in 1965. “I don’t think I talked to anybody that wasn’t upset about it.”
About Gatorade
The drink, created to help hydrate Florida football players, has become an iconic brand over the years and has provided more than $150 million in residuals to UF. Jeremy Foley, the school’s athletics director, did not return a call seeking comment.
Several years ago, Gatorade introduced a commercial that retraced the origin of the drink. The ad featured footage of Gator games at Florida Field, legendary college football announcer Keith Jackson and Robert Cade.
The new bottles and packaging feature a dominant “G” with “Gatorade” appearing in small type.
The TV marketing campaign, launched in the past two weeks, features past and present sports icons, including Muhammad Ali, Billie Jean King, Tiger Woods, Derek Jeter and others. The athletes appear on the screen in black and white, and the commercials end with the letter “G.”
Those ads, produced by actor/director Spike Lee and voiced over by rapper Lil’ Wayne, have created a buzz — not only for the impressive lineup of legends, but over confusion about what product is being sold since the word “Gatorade” is never mentioned.
Cade wonders how someone will spot their favorite sports drink in a store.
“I said, ‘How are people going to find it on the shelf?”’ Cade said. “Why do we need to change this? Why change something that is a success?”
The “G” marketing campaign is the brainchild of Sarah Robb O’Hagan, who was named the company’s chief marketing officer in June.
In a release, Gatorade Co. said it is “redesigning everything from the sidelines to the shelf to appeal to a broader range of athletes and active people,” while using “bold new packaging.”
Reached at the company’s headquarters in Chicago, a Gatorade official, who asked that his name not be used, assured that, “It’s not a name change. It’s still going to be called Gatorade. It’s just a design change on the bottle.”
Cade is not so sure.
At a November meeting in Tampa for the Gatorade Trust — the family members and shareholders of the five scientists credited with inventing Gatorade — the new marketing representatives tried to sell everyone on the “G” marketing strategy, Cade said.
“‘It’s ‘Good.’ ... It’s ‘Glorious.’ ... It’s ‘Grand,”’ Cade said. “It was every ‘G’ word they could think of, except ‘Gatorade.”’
Robert Cade died in November 2007, and his wife knows how he’d feel about the “G” campaign.
“He’d be pretty upset,” she said. “I wouldn’t want to say the words that he might say.”
After reading this article, what are your thoughts about:
1. Changing an iconic name like gatorade that has been successful over the years
2. Do you think it could work?
3. Do you think it will have an overall effect on the consumption of Gatorade?
4. What could have spawned this sort of change in marketing? ex.losing business, younger crowds, etc.
Post your thoughts on your blogs and be sure to be thoughtful. You may copy and paste this article and questions to your page. Be thoughtful in your responses and responses to others. Remember your response quota!
That’s because Gatorade Co. is re-christening its product simply as “G” — a bold move that has angered the family of the man credited with inventing the legendary beverage.
“We’re mad about it, if you want to know the truth,” said Mary Cade, 79, a Gainesville resident and the widow of Dr. Robert Cade, a former UF professor who helped create the drink in 1965. “I don’t think I talked to anybody that wasn’t upset about it.”
About Gatorade
The drink, created to help hydrate Florida football players, has become an iconic brand over the years and has provided more than $150 million in residuals to UF. Jeremy Foley, the school’s athletics director, did not return a call seeking comment.
Several years ago, Gatorade introduced a commercial that retraced the origin of the drink. The ad featured footage of Gator games at Florida Field, legendary college football announcer Keith Jackson and Robert Cade.
The new bottles and packaging feature a dominant “G” with “Gatorade” appearing in small type.
The TV marketing campaign, launched in the past two weeks, features past and present sports icons, including Muhammad Ali, Billie Jean King, Tiger Woods, Derek Jeter and others. The athletes appear on the screen in black and white, and the commercials end with the letter “G.”
Those ads, produced by actor/director Spike Lee and voiced over by rapper Lil’ Wayne, have created a buzz — not only for the impressive lineup of legends, but over confusion about what product is being sold since the word “Gatorade” is never mentioned.
Cade wonders how someone will spot their favorite sports drink in a store.
“I said, ‘How are people going to find it on the shelf?”’ Cade said. “Why do we need to change this? Why change something that is a success?”
The “G” marketing campaign is the brainchild of Sarah Robb O’Hagan, who was named the company’s chief marketing officer in June.
In a release, Gatorade Co. said it is “redesigning everything from the sidelines to the shelf to appeal to a broader range of athletes and active people,” while using “bold new packaging.”
Reached at the company’s headquarters in Chicago, a Gatorade official, who asked that his name not be used, assured that, “It’s not a name change. It’s still going to be called Gatorade. It’s just a design change on the bottle.”
Cade is not so sure.
At a November meeting in Tampa for the Gatorade Trust — the family members and shareholders of the five scientists credited with inventing Gatorade — the new marketing representatives tried to sell everyone on the “G” marketing strategy, Cade said.
“‘It’s ‘Good.’ ... It’s ‘Glorious.’ ... It’s ‘Grand,”’ Cade said. “It was every ‘G’ word they could think of, except ‘Gatorade.”’
Robert Cade died in November 2007, and his wife knows how he’d feel about the “G” campaign.
“He’d be pretty upset,” she said. “I wouldn’t want to say the words that he might say.”
After reading this article, what are your thoughts about:
1. Changing an iconic name like gatorade that has been successful over the years
2. Do you think it could work?
3. Do you think it will have an overall effect on the consumption of Gatorade?
4. What could have spawned this sort of change in marketing? ex.losing business, younger crowds, etc.
Post your thoughts on your blogs and be sure to be thoughtful. You may copy and paste this article and questions to your page. Be thoughtful in your responses and responses to others. Remember your response quota!
Tuesday, January 13, 2009
Welcome to Marketing 2 Class
Welcome to class!! This site is used for fun and discussion for your marketing two grade. Everyday you will come into class and participate on this discussion board by completing the assignment posted in class. Be educated in your answers and be thoughtful. Here is how you participate:
1. Log in and answer the discussion question or assignment posted.
2. Reply to at least 3 of your classmates responses. If none are posted yet then wait until later and reply. You can do this from home. By the end of the week you should have all questions answered and at least 15 responses posted to classmates.
3. Answers must be at least a paragraph long.
Assignment for Tuesday 1/13/09:
1. Create your profile
2. browse the site to figure out how it works.
3. You will begin discussions on Wednesday.
1. Log in and answer the discussion question or assignment posted.
2. Reply to at least 3 of your classmates responses. If none are posted yet then wait until later and reply. You can do this from home. By the end of the week you should have all questions answered and at least 15 responses posted to classmates.
3. Answers must be at least a paragraph long.
Assignment for Tuesday 1/13/09:
1. Create your profile
2. browse the site to figure out how it works.
3. You will begin discussions on Wednesday.
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