Advertising as an Important Marketing Tool - PowerPoint Presentation Example

Advertising Executive Summary Advertising is an important marketing tool It enlightens the s regarding the products Junk food advertising towards the teens is one of the serious issues in the present times It is mainly aimed towards the children and teens Junk foods leads to many diseases Steps need to be taken to prevent junk food advertising Legislations can be of great assistance Statutory warnings can be presented in the advertising to make the society aware of the ill effects of consumption of junk foods Slide One Introduction to Advertising Form of Communication Encourages the audience to take new actions Paid form of non-personal presentation Human deliberate efforts at representation as well as communication Speaker Notes Advertising is considered as one of the most significant media in the present times. It is a type of communication which can be utilised for the purpose of encouraging or convincing the customers to purchase a product. It is generally in a paid form. It makes use of the human beings in order to represent the goods and the services or to communicate the message (The Guardian, 2012). Slide Two Use of Medium Widely used in the United Kingdom Advertising spending increased by 8.1% since the year 2009 New kinds of mass market advertisers are formed in emerging markets USD 558.4 billion of total advertising media prediction by year 2016 Speaker Notes The advertising medium is widely used in the United Kingdom. There is rise in the advertisement spending by 8.1% since the year 2009. New kinds of mass market advertisers are continuously created in emerging markets, which facilitates in the fast growth of the advertising as a medium. Total investment in advertising media has been forecasted to be USD 558.4 billion by the year 2016 (Neoadvertising, 2011). Slide Three Primary Benefits of This Medium Keeps consumer informed Helps business and economy to prosper Greater return on investment Speaker Notes The main benefits of advertising are that it keeps the consumers informed regarding a particular product and helps the business as well as economy to prosper. Slide Four Challenges of Advertising Increases the cost At times, misleads the public Creates dissatisfaction Encourages luxury Speaker Notes There are several challenges that the advertisers face when marketing their products. Advertising is a costly affair and thus it increases the cost of the product. It at times misleads the public and also creates dissatisfaction among them (The Guardian, 2012). Slide Five Junk Food Junk food is an informal expression for food Has little nutritional value Junk foods have negative impacts upon the health Speaker Notes Junk food can be referred as an informal expression that is used for food. It does not have much nutritional values. It has been observed that junk foods have negative impacts upon the health of the people (Nawathe & et. al., 2007). Slide Six Advertising related to Junk Food Junk food marketers are not supposed to advertise to kids according to government Efforts being made to minimise marketing aimed at children Despite these efforts, fast food advertising aimed towards 2-to-18 years old have risen Speaker Notes Government has stated that the junk food marketers must not advertise their products to the kids because such advertisements may attract the kids and may create harm to their health. Although several efforts are being made to reduce such marketing towards the children, there has been rise in the fast food advertisement aimed towards 2-to-18 years’ old children (Noguchi, 2012). Slide Seven Marketers of Junk Food and Their Motives McDonald’s, KFC, Subway, Domino’s, Taco Bell, Burger King and Dunkin’s Donut are few marketers Teens are targeted by the companies Heavy users of social networking sites, cell phone messages as well as games Speaker Notes The main marketers that tend to advertise their products to the teens are McDonald’s, KFC, Subway, Domino’s, Taco Bell, Burger King and Dunkin’s Donut. These companies target the teens because they are heavy users of social networking sites, cell phone messages as well as games. Therefore, targeting them becomes easier (Melnick, 2010). Slide Eight Marketers of Junk Food and Their Motives Goals of the advertising is to enhance brand affinity beginning at early age Targeted at parents as well Parents have built-in affiliation for certain fast food companies Speaker Notes The main objective of the advertising done by the fast food marketers is to stimulate brand affinity that begins at early age. Most of the marketers advertise targeting at parents as well with the perception that greater exposure held by parents will lead to more routine fast food dining (Melnick, 2010) Slide Nine Legal Issues Faced By Marketers of Junk Food McDonald’s faced lawsuit in the year 2002 Over-weight, obesity, high blood pressure and coronary heart diseases faced by children Lawsuits have financial impacts Other long-term risks Speaker Notes It has been noted that in the year 2002, a group of over-weight children filed a complaint against McDonald’s from New York. They stated that certain food products of the company lead to several diseases such as over-weight, obesity, high blood pressure and coronary heart diseases (Currie & et. al., 2009). The industry is well aware of the financial impacts that such lawsuit can introduce. Lawsuits might as well have other long-term risks for the company (BBC News, 2002). Slide Ten Lessons Learnt Misleading advertising hampers the image of the marketers Initiatives to prevent such advertisements Change in Public Attitude Legislations Speaker Notes It can be stated that when the companies mislead the customers then their brand image is hampered. Therefore, steps need to be taken to prevent such advertisements by a company. Change in public image is also required. Legislation can be of great assistance in such circumstances (Scribd, 2010). Slide Eleven Measures To Control Such Advertising Steps to be taken by the government Federal Trade Commission must prevent teens’ targeted advertising Banning of such advertisements in televisions, online and in other sources as well Speaker Notes It is crucial for the government to take certain initiatives in order to prevent such advertisements aimed towards teens. The advertisements must be banned in television, online websites and in other sources as well. Slide Twelve Metrics for Measuring Advertisement Effectiveness No set criteria to measure effectiveness Efforts can be made Clear advertising goals Monitor sales, new customers and phone enquiries Speaker Notes There are no set criteria to measure the effectiveness of the advertising. However, certain efforts can be made. It is significant to set clear advertising goals and thus keep an eye on the sales, new customers as well as phone enquiries. Slide Thirteen Metrics for Measuring Advertisement Effectiveness Communicate what needs to be measured Commit and sustain obligation to reporting and reporting schedule Speaker Notes It becomes significant for the advertisers to communicate to their team the measurable components such as sales, number of customers generated and phone enquiries among others. It also becomes important to prepare report schedules. Slide Fourteen Positive and Negative Impacts of Junk Food Advertisement Contributes to the Gross Domestic Product (GDP) Lures the children and teens Reinforces unhealthy food habits Misleads customers Invites many diseases Speaker Notes It can be stated that the positive aspects of junk food advertising are quite few. It contributes to the GDP of the economy. However, there are many negative consequences of such advertising. It lures the children and teens who become the victims of diseases after the consumption of such foods. It also misleads the customers (Peterson, 2011). Slide Fifteen Steps to be taken Advertise in an ethical way Add nutritional values in the prepared foods Demonstrate the statutory warning regarding the negative impacts of the product Speaker Notes It is significant for the advertisers to advertise regarding their products in an ethical way. Furthermore, the companies can add nutritional values to their food products so that their consumption becomes beneficial for all age group people. Statutory warnings can be showed in the advertising regarding the negative impacts of any junk related product (Dixon & et. al., 2010). Slide Sixteen “Thank You” References BBC News, 2002. McDonald’s Targeted In Obesity Lawsuit. News. [Online] Available at: http://news.bbc.co.uk/2/hi/americas/2502431.stm [Accessed March 13, 2012]. Currie, J. & et. al., 2009. The Effect of Fast Food Restaurants on Obesity. Abstract. [Online] Available at: http://emlab.berkeley.edu/~sdellavi/wp/fastfoodJan09.pdf [Accessed March 13, 2012]. Dixon, H. G. & et. al., 2010. “The Effects Of Television Advertisements For Junk Food Versus Nutritious Food On Childrens Food Attitudes And Preferences”, Social Science & Medicine, Vol: 65, Iss: 7, Pp: 1311-1323. Melnick, M., 2010. Study: Fast-Food Ads Target Kids with Unhealthy Food, and It Works. Nutrition. [Online] Available at: http://healthland.time.com/2010/11/08/study-fast-food-ads-target-kids-with-unhealthy-food-and-it-works/ [Accessed March 13, 2012]. Noguchi, Y., 2012. Junk Food Fight: Should Ads Stop Targeting Teens? NPR. [Online] Available at: http://www.npr.org/2011/06/22/137245049/junk-food-fight-should-ads-stop-targeting-teens [Accessed March 13, 2012]. Neoadvertising, 2011. Introduction. 2011 Advertising Forecast. [Online] Available at: http://www.neoadvertising.com/ch/wp-content/uploads/2011/06/2011-MAGNAGLOBAL-Advertising-Forecast-Abbreviated.pdf [Accessed March 13, 2012]. Nawathe, A. & et. al., 2007. “Impact of Advertising on Children’s Health”, International Marketing Conference on Marketing & Society. pp: 8-10. Peterson, S., 2011. The Positive & Negative Effects of Fast Foods. News. [Online] Available at: http://www.livestrong.com/article/513845-the-positive-negative-effects-of-fast-foods/ [Accessed March 13, 2012]. Scribd, 2010. Advertising. Importance of Advertising. [Online] Available at: http://www.scribd.com/doc/28302195/importance-of-advertising-in-marketing [Accessed March 13, 2012]. The Guardian, 2012. News. Advertising. [Online] Available at: http://www.guardian.co.uk/media/advertising [Accessed March 13, 2012]. Read More