¶ … Nike television advertisements, as an ordinary girl is transformed into an Olympic runner. Bombarding the airwaves during the 2004 Athens Olympic Games, the "You're faster than you think" campaign is an example of Nike's ability to produce engaging, effective television commercials. While the ultimate success of these advertising campaigns can only be seen in the quarterly reports of the corporations, from a design and marketing standpoint, the Nike ad is eminently successful. The "You're faster than you think" campaign promotes brand awareness and creates a brand imprint in the consumer brain, but the commercials are also artistic, clever, and entertaining. However, Nike is a large Fortune-500 company with a substantial marketing and advertising budget. Smaller companies such as those listed in Inc. magazine work with a smaller budget and therefore generally produce less dramatic television commercial spots. Moreover, smaller companies cannot afford the prime time Olympics spots like Nike can. Even so, a host of smaller companies do produce effective, engaging advertisements that target a specific consumer group and leave definite brand imprints. One example is a microbrewery based out of San Marcos, California. Listed in the Inc. 500 list, Stone Brewing delivers an effective, artistically brilliant and humorous advertising campaign that manages to bypass television or radio. Instead, Stone Brewing focuses its attention on trade magazines and specialty publications and relies more on clever marketing than on slick ads. The Internet has impacted the business world as well as the world of advertising. Working with the new media has posed challenges for advertisers used to traditional media. However, Internet-based companies should have a handle on creating ad campaigns suited for their target audiences. Internet-only companies like Amazon.com have created remarkably successful advertising campaigns without the use of television. No one who surfs the Web can escape the all-pervasive Amazon.com...
The examples of these three companies can shed light on how large, small, and Internet-based companies can execute effective advertising campaigns.
Brewing Industry The beer brewing industry is an important contributor to many economies of the world including that of the U.S.A. In this paper we shall give an overview of U.S. beer industry. It will contain a brief summary of the current trends in the industry and major players, the effect of the brewing industry on the U.S. economy, external environment facing the beer industry, and the opportunities and the
Forecasting: Kentucky Swamp Brew Forecasting demand within the brewing industry is dependent upon three basic factors: "trends, cycles, and seasonal patterns" (Elfner n.d.). Trends are defined as gradual shifts in demand that permanently affect the demand for the good or service; cycles are repetitious shifts in demand that manifest themselves in cyclical and predictable patters; and seasonal shifts are changes that occur periodically (Elfner n.d.). For example, a trend for Kentucky
New Belgium Brewing Company New Belgium Brewing: Ethical and Environmental Responsibility What are the main facts of the case? The New Belgium Brewing Company is a small, relatively 'boutique' beer company specializing in the production of unique beers that are brewed in small batches. The company until recently relied mostly upon 'word of mouth' advertising and social media. It markets itself upon quality, in contrast to its major rivals such as Coors. Its
Interestingly however, research does demonstrate the by building the image of the organization, customer response to the organization can be quite positive regardless of the industry in which the organization operates (Xiaoli and Heo, 2007). Overall, business ethics can serve as the impetus for the development of a strong internal culture that pervades to the exterior of the organization and encompasses customers (McDonald, 2007). This appears to be what
Brisbane Brewing Company - Social Media Marketing Plan Through a marketing plan based on a social media platform, Brisbane Brewing Company is targeting consumers of alcoholic beverages of the ages 18 and 25. Due to their unique tastes and individual traits they should not be viewed as your common-place beer drinkers since they are crafty. And because they mainly interact through social media, many firms have now adopted this mode of
In this scenario, the inefficiencies were pegged to the lack of a unified approach in the meaning that both parties saw themselves as individuals. An actual unification between the two companies has as such yet to be reached. Each family maintained and appointed its own representatives within the leadership of the greater company. This however meant that the board would often be divided between Molson and Coors and the conflicts
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