Advertising and Big Beer Ad Essay - 727 Words

Tutorial Questions – Week 8 1. What factors influence the perceived credibility of an informal information source? List and discuss factors that determine the credibility of formal communication sources of product information. The perceived honesty and objectivity of the source of communication has an enormous influence on how the communication is accepted by the receiver. The major factors are perceived intention of source, correct use of celebrity endorsements and the appropriateness of the spokesperson with the content of the message. 2. What are the implications of the sleeper effect for the selection of spokespeople and the scheduling of advertising messages? The sleeper effect is the tendency for persuasive†¦show more content†¦This type of marketing is called viral as it allows the message to spread like a virus. Some examples of this are the Carlton Draught ‘it’s a big beer’ ad, which premiered on the Internet and now has had over 3 million views. Social networking activities driven by sites such a YouTube and Facebook have also had an important impact of the effectiveness of viral marketing, for example the Carlton ‘it’s a big beer’ ad can be viewed on YouTube. On the other hand, according to Nielsen Media Research it would appear that popular FM radio stations and ABC radio stations appeal to two very different audiences, with 33% of over 55 listening to 3AW Melbourne and closely behind are the ABC stations for that age groups. 6. You are the marketing manager for a headache remedy. Your advertising agency has just presented you with two different promotional strategies, one using a humorous approach and one taking an agony approach. Which approach would you adopt? Why? As a pharmaceutical company we would choose the â€Å"agony† approach as these commercials are run with great success because they appeal to a certain segment that suffers from aliments that are not visible, which therefore elicit little sympathy from family and friends. Complaints are legitimized by commercials, which they immediately identify with. 7. You are a promotions manager working for the Australian or your home government.Show MoreRelatedBeer Ads Analysis Essay1197 Words   |  5 Pages1. BUD - DRINKABILITY Target audience: The advertising is aimed at young or mid-aged male consumers. The two major characters are both young men, and they talked about beer-drinking occasions themed with young people, such as parties, golf course, and pubs for cowboys. Consumer insight: The commercial tries to deliver the message that Bud light is good for every occasion, hinting that the consumer motivations be affiliation, i.e., friendly, sociable and wanting to fit in. Strategic message:Read MoreEssay on Alcohol Advertising1655 Words   |  7 PagesAlcohol Advertising Exposure to alcohol advertising is an everyday occurrence. Alcohol advertising is persuasive not only to adults but to those who are too young to buy alcohol legally. Although parents and peers have a large impact on youth decisions to drink, marketing also has a significant impact by influencing the attitudes of parents and peers and helping to create an environment that promotes underage drinking. Alcohol companies focus billions of dollars on advertising their productsRead MoreAlcohol Advertising Essay1672 Words   |  7 PagesAlcohol Advertising Exposure to alcohol advertising is an everyday occurrence. Alcohol advertising is persuasive not only to adults but to those who are too young to buy alcohol legally. Although parents and peers have a large impact on youth decisions to drink, marketing also has a significant impact by influencing the attitudes of parents and peers and helping to create an environment that promotes underage drinking. Alcohol companies focus billions of dollars on advertising their productsRead More Advertising Alcoholic Beverages to Children Essay1302 Words   |  6 PagesAdvertising Alcoholic Beverages to Children Alcohol manufacturers use a variety of unscrupulous techniques to advertise alcoholic beverages to children. Perhaps the worst example is Anheuser-Busch Co., the worlds largest brewer, which uses child-enticing cartoon images of frogs, dogs, penguins and lizards in ads for Budweiser beer. These Budweiser cartoon characters are hugely popular with children, just like Joe Camel ads. A KidCom Marketing study once found these Budweiser cartoon characterRead MoreThe Brand Personality Of Tooheys1580 Words   |  7 PagesBackground Tooheys Extra Dry is a well-known pale beer and they describe the beer as clean, crisp and refreshing (Tooheys 2015). Tooheys brand personality is a bit bold, it is a youthful, fun and adventurous brand. It is known for the clean, crisp and refreshing taste. It is an outgoing and energetic brand. The brand personality is a lot about the taste. Many consumers relate Tooheys Extra Dry with cold and refreshing, it also reminds of the summer. The beer industry is mature, which means that it isRead MoreDo Super Bowl Beer Commercials Influence Youth Drinking?1460 Words   |  6 PagesStudies Do Super Bowl beer commercials influence youth drinking? APA ABSTRACT There are studies that show that our youth are influenced by what they watch on television. Companies spend millions of dollars creating ads that will entice a person to buy their product. Unfortunately, this form of adverstising does not stop with reaching adults. These ads are seen by millions of teenagers, and the influence is based on how attractive or fun the ads seem to be. Advertising beer commercials, especiallyRead MoreThe Campaign Of The 2017 Super Bowl1343 Words   |  6 Pagespast. Just look at the Ad Meter. The highest rated ad for Super Bowl 51 clocked in at 7.47, nowhere near the highs from the past. This should be a concern for advertising companies because it means they could be doing better, a lot better. In order to improve on what is currently happening, advertisers must look back to what worked to help get back to those high Ad Meter rating. A classic example of a great Super Bowl ad is the 1996 Pepsi ad, â€Å"Coke driver nabs Pepsi†. In this ad you see a Coke employeeRead MoreEssay about Advertising In Baseball Stadiums1673 Words   |  7 Pagestime there is a game played. People will go to the stadiums to watch and a lot of fans will watch the game on television. Since there are so many people watching these games, advertising has become more and more apart of every baseball stadium due to the amount of exposure a company can receive by using the many types of ads found in a baseball stadium. The stadiums use billboards, fences, green screens, merchandise, airplanes, names of stadiums, and scoreboards as all different ways to advertiseRead MoreAdvertising in Baseball Stadiums1701 Words   |  7 Pagestime there is a game played. People will go to the stadiums to watch and a lot of fans will watch the game on television. Since there are so many people watching these games, advertising has become more and m ore apart of every baseball stadium due to the amount of exposure a company can receive by using the many types of ads found in a baseball stadium. The stadiums use billboards, fences, green screens, merchandise, airplanes, names of stadiums, and scoreboards as all different ways to advertiseRead MoreProduct and Competitve Environment for Miller Brewing Company2499 Words   |  10 PagesCompetitive Environment Miller Brewing Company is an American beer brewing company founded in 1855. It is owned by SABmiller, which is the second largest brewer in the world behind Anheuser-Busch. The company is most famous for its Miller brand beer, and its varieties. The most popular one is Miller Lite, followed by Miller Genuine Draft, Miller 64, and Miller High Life. In addition to these four popular ones they have ten different more beers. The company currently has seven main brewing locations around