Motrin Mom

The video. (The embedding code isn't working for me.)

On Sept. 30, Motrin released an ad that was about mothers carrying about their babies in a slig created quite the controversy. "Some moms saw the ads as snarky pokes at motherhood. Backlash hit a boiling point by Sunday, particularly with Twitter bloggers, even though some warned about overreacting." (usatoday.com)

Motrin resonded quickly to get control of the situation.

"UPDATE from Lisa Belkin: McNeil Consumer Healthcare, the maker of Motrin, took the ad down from its website late last night. Many of the bloggers who had spent the weekend posting their displeasure with the ad received the following email from the company:
I am the Vice President of Marketing for McNeil Consumer Healthcare. I have responsibility for the Motrin Brand, and am responding to concerns about recent advertising on our website. I am, myself, a mom of 3 daughters.
We certainly did not mean to offend moms through our advertising. Instead, we had intended to demonstrate genuine sympathy and appreciation for all that parents do for their babies. We believe deeply that moms know best and we sincerely apologize for disappointing you. Please know that we take your feedback seriously and will take swift action with regard to this ad. We are in process of removing it from our website. It will take longer, unfortunately, for it to be removed from magazine print as it is currently on newstands and in distribution.
-Kathy
Kathy Widmer
VP of Marketing - Pain, Pediatrics, GI, Specialty
McNeil Consumer Healthcare" (Motherlode Blog)

Thier quick response pleased the mothers. The response is personal and puts Kathy on the same level as the upset mothers. They also removed the ad from as media as soon as possible. I would do the same. I think it's important to let the consumer view you as being personal and caring about the situation.

Direct Mail

Every time I turn around, I get a new direct mail from Victoria's Secret.  I shop there a lot and have bought plenty of stuff online, so they have all my information.  I also have an Angels card.  The direct mail is their catalog for all their new sale items.  It is very feminine and sexy.  It definitely makes an impact on me because if I see a good deal, I'll go online and check it out.  Or I'll visit the store to see if it's in stock there.

Exam 3

Chap. 7

1. What does makes a character credible?

A. Attractiveness

B. Trustworthiness

C. Expertise

D. Likeability

E. All of the Above

Answer: E

Chap. 8

1. If one media plan works for one company, then it can be used for others without any changes. T or F.

Answer: F

2. The person that formulates the media program that states where and when to place ads is called the _________.

A. Account Executive

B. Client

C. Media Buyer

D. Media Planner

E. Creative

Answer: D

Chap. 9

1. Expenditures or incentives to push products through the channel is called _________.

A. Trade promotions

B. Consumer promotions

C. Media purchasing

D. Marketing budgets

E. Channeling

Answer: A

2. POP stands for:

A. Pleasing on Purchase

B. Point of Purchase

C. Purchase of Purchase

D. Popular on Purchase

E. None of the Above

Answer: B

Chap. 10

1. Which of these consumers promotion techniques is illegal?

A. Sampling

B. Coupons

C. Premiums

D. Bait and Switch

E. Sweepstakes

Answer: D

2. Which is NOT a problem with coupons?

A. Reduced revenue

B. Mass cutting

C. Price reduction for customers

D. Counterfeiting

E. Misredemption

Answer: C

Chap. 11

1. Person selling is also referred to as ________.

A. The Whole Nine Yards

B. Going the Extra Mile

C. Walking in Her Shoes

D. Last Three Feet

E. None of the Above

Answer: D

Point of Purchase

I visited CVS too look at their cosmetic POP.  One that I really like was the Burt's Bees POP.  It is connected on the side of an aisle and features all of their products.  This sets the brand apart from the others and creates interest. 

Another POP was for Olay.  It connects to the shelves beside the section that features that product.  On both sides, it contains information about the product and the benefits it provides.  This guarantees that customers will not overlook the product. 

Rimmel also had a POP that showed the benefits of their Sexy Curves mascara.  It is at the end of the aisle by other brands of mascara.  This helps their product stand out from the others.

E-Coupons

There are many websites that offer free coupons. One website, Coupon Cowgirl, rounds up offers from all over the web along with the codes. One of the featured coupons is a Snapfish coupon code to save $10 Off your purchase of $30+. This is useful to me because I take lots of digital pictures but never have time to go to the store and get them printed off. So, I can upload them to Snapfish and then they'll mail the prints to my home.

Britni's Day

Sun., May 31, 2009
9:30 wake up
9:30 - 10:30 Get ready for church. Exposed to advertising on shampoo, toothpaste, facewash.
10:30 - 12:00 Church. Exposed to advertising on the way to church by forms of signs on buildings.
12:00 - go to parents at lake to eat
1:00 - 4:00 take nap
4:30 went to boyfriend's house. My parents live in the country, so there are no billboards on the way to and from her home.
5:00 - watched Deadliest Warrior on Spike with boyfriend
6:00 - ate dinner
7:00 - watched Deadliest Warrior on Spike with boyfriend
8:00 - watched Deadliest Warrior on Spike with boyfriend
*we watched the whole show...even the commercials.
9:00 - watched Xmen: Last Stand
11:00 - went home and fell asleep

Mon., June 01, 2009
7:00 woke up
7:00 - 7:45 got ready for school. Exposed to advertising on shampoo, toothpaste, facewash. Watched Good Morning America while getting ready.
7:45 - 8:30 drove on I-57 to campus
8:35 checked Facebook and Myspace accounts. Check iTunes for free downloads.
9:00 - 11:00 Advertising class. Exposed to advertisements that were used as examples in the classroom.
11:00 - 12:00 Lunch in Student Center. Exposed to advertisements on way to Student Center and in Student Center
12:00 - 4:30 Work. Exposed to advertisement on websites like Facebook, Myspace, and Google.
4:30 - 5:30 Drive home. Take backroads. Exposed to advertisments on signage in small towns.
5:30 - 6:30 Eat dinner. Get ready to go swimming at boyfriend's.
6:30-8:30 Swimming
9:00 Go home and read Cosmo.
11:00 Bedtime

If I were to advertise to me, I'd definitely get involved in Facebook. I use Myspace, but not as much as Facebook. As an advertiser, I would create a fan page for whatever brand or product I represented and then made it engaging so that my target audience would want to visit it often and become involved. The best way to get college students like myself involved is to offer some freebie or incentive. That is why I am addicted to iTunes. Every week they offer a new song and music video, as well as an occassional free TV episode. So if I was advertising for a television show or music group, I'd make sure to offer free songs or episodes on iTunes to get people interested and try to get them addicted so that they actually purchase the next time.