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Brands are everywhere. - PowerPoint PPT Presentation


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ADVERTISING AWARENESS How the alcohol & tobacco industry targets YOUTH with their advertising and marketing strategies. Brands are everywhere. kind. Free t-shirt. Great prices. Great prices . reliable. cool. quality. Online shopping. convienent. savings. What is a brand?. s mart .

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slide1

ADVERTISING AWARENESSHow the alcohol & tobacco industry targets YOUTH with their advertising and marketing strategies.

slide4

kind

Free t-shirt

Great prices

Great prices

reliable

cool

quality

Online shopping

convienent

savings

What is a brand?

slide5

smart

athletic

creative

kind

funny

loyal

slide8

Get the door! It’s ________________

Domino’s

Taste the rainbow. ________________

Skittles

You’re in good hands. ______________

Allstate

slide13

Mayhem

(Allstate)

slide15

How many ads do you see everyday?

5,000

Companies spent $496 billion last year on advertising.

But some of it is free…

slide16

Media Tools & Examples…

  • Humor
  • celebs
  • The Brand
  • repeat
  • emotion
  • Problem Solver
slide20

Why?

YOUTH=$$$

slide21

Teens & Advertising

  • There are 33 million teenagers in the U.S.- The largest generation ever.
  • Each year U.S. teens spend an estimated $100 billion and influenced others to spend an additional $50 billion.

2011 WGBH Educational Foundation

slide22

Alcohol & Tobacco companies are

NO

different in their Advertising Strategies…

No matter what they say in public, the truth is…

YOUTH

are their market!

slide24

Examining Advertisements

  • What messages are the alcohol companies sending with these ads?
  • What do the models look like?
  • What colors and/or images are being used?
  • Who is the target?
slide32

They said what???

  • “Cigarettes are no more addictive than gummy bears.” (Bennett LeBow, Tobacco CEO)
  • “If you are really & truly not going to sell to children, you are going to be out of business in 30 years.” (Same)
  • "It's one of the few drinks where you don't necessarily know you're drinking alcohol and that's a conscious effort to make those drinks more appealing to young people.” (Marketing Director- Absolute Vodka)
  • “Todays teenager is tomorrows potential regular customer.” (Phillip Morris)
  • “It’s the parents responsibility to ensure that their kids aren’t drinking, not ours.” (Anheuser-Busch)
slide34

“The Truth & Nothing But the Truth!!!”

  • Teens who start drinking before the age of 15 are 5 times more likely to become alcoholics than those who wait until the age of 21.
  • Alcohol is connected to the top three causes of teen death: accidents, homicide, and suicide.
  • The average age for youth to use Cigarettes in WA state is 12… And chewing tobacco is age 10.
  • “Every single day, 7,000 kids under age 16 take their first drink, and $6 billion of alcohol advertising and marketing each year isn't helping." -Jim O'Hara, the Center on Alcohol Marketing and Youth
slide35

Product Placement

Movie-Going Largest Population?

Yup. It’s you.

slide36

Top Grossing Films of 2013

  • Iron Man 3
  • Despicable Me 2
  • Hunger Games: Catching Fire
  • Man of Steel
  • Monsters University
  • Gravity
  • Fast & Furious 6
  • Oz The Great and Powerful
  • Star Trek Into Darkness
  • World War Z
slide38

Alcohol & tobacco purposely placed on store shelves next to other products that are popular with youth…

slide43

Counter Ads

  • What should the messages really be saying?
  • Tell us the truth about how alcohol impacts a young person’s life!!!
slide45

Safety.

  • Each year 40,000 people die in car accidents. But 900,000 people die of alcohol and substance abuse related deaths.
    • Depression and Suicide
    • Assault
    • Accidents
slide46

Gateway Drug

  • Alcohol users 6 times more likely to become drug dependent.
  • Kids who drink before 18, 13X more likely to abuse prescription drugs, use cocaine and smoke cigarettes.
  • Most “harmful” drug to others around user.
  • It kills more teens than all other drugs combined.
slide47

MIP

  • Up to $500 fine
  • Driver’s license revoked 1 year or 17th birthday, whichever is longer (1st offense)
  • Community service and alcohol class
  • Can affect scholarships. Especially athletic and ROTC.