Advertising and Media Management
ADVERTISING AND MEDIA MANAGEMENT
CASE # 1
Issue 1: Advertising educates consumers.
The attached ad is advertised by The Hartford Financial Services Group, Inc. The Hartford is one of the largest investment and insurance companies based in the United States, with offices in Japan, Brazil, Ireland, England, and the United States. It is a leading provider of investment products annuities, mutual funds, life insurance, 401(K), etc. The Hartford serves millions of customers worldwide.
The attached print ad is taken from the National Geographic magazine (May, 2006 issue) which is known as a leading global magazine. By giving this ad in this global magazine, the company can reach its global market place.
The freedom of advertisers to create messages combined with the mass distribution of such messages gave them tremendous power to influence the thoughts and actions of society. Such power and control can be used for the betterment of society or it can be easily abused, if used as a means to manipulate or dictate. One of the positive social aspects of advertising is that advertising educates consumers. This social aspect mainly focuses on the following points:
Advertising is the most efficient and economic means of providing consumers with beneficial information about the availability of products or services.
Advertising is clearly a powerful instrument for the elimination of ignorance.
Advertising reduces search time so that consumers can make informed product decisions.
The attached consumer print ad is aimed to target baby boomers that are near retirement and facing investment and income management challenges. The ad focuses on retirement statistics and the importance of retirement planning.
The first page of the ad uses the following language in a box in bold text format:
"Only 1 in 4 people are very confident they have saved enough for retirement".
The second page (which is beside the first page) highlights the words: "Be the one". It
CASE # 1
Issue 1: Advertising educates consumers.
The attached ad is advertised by The Hartford Financial Services Group, Inc. The Hartford is one of the largest investment and insurance companies based in the United States, with offices in Japan, Brazil, Ireland, England, and the United States. It is a leading provider of investment products annuities, mutual funds, life insurance, 401(K), etc. The Hartford serves millions of customers worldwide.
The attached print ad is taken from the National Geographic magazine (May, 2006 issue) which is known as a leading global magazine. By giving this ad in this global magazine, the company can reach its global market place.
The freedom of advertisers to create messages combined with the mass distribution of such messages gave them tremendous power to influence the thoughts and actions of society. Such power and control can be used for the betterment of society or it can be easily abused, if used as a means to manipulate or dictate. One of the positive social aspects of advertising is that advertising educates consumers. This social aspect mainly focuses on the following points:
Advertising is the most efficient and economic means of providing consumers with beneficial information about the availability of products or services.
Advertising is clearly a powerful instrument for the elimination of ignorance.
Advertising reduces search time so that consumers can make informed product decisions.
The attached consumer print ad is aimed to target baby boomers that are near retirement and facing investment and income management challenges. The ad focuses on retirement statistics and the importance of retirement planning.
The first page of the ad uses the following language in a box in bold text format:
"Only 1 in 4 people are very confident they have saved enough for retirement".
The second page (which is beside the first page) highlights the words: "Be the one". It