Blog 8

Advertiser Skills:

Critical: A method of thinking that questions assumptions. It is a way of deciding whether a claim is true, false, or sometimes true and sometimes false, or partly true and partly false.

Critical thinking is essential when advertising because consumers are going to constantly be tearing apart advertisements to find the real truth. This is why advertisers need to think critically when putting advertisements together. They need to make sure all statements are true so that there is no questions left unanswered.

Creative: A phenomenon where a person creates something new (a product, a solution, a work of art, etc.) that has some kind of value. What counts as "new" may be in reference to the individual creator, or to society as a whole. What counts as "valuable" is similarly defined in a variety of ways.

Creativity and creatively thinking are HUGE components in advertising. If people weren’t creative/innovative when producing their products or while advertising, we would have a million of the exact same products floating around and people would easily get bored. It is the creativity that catches the consumer’s attention in advertising. People are, and will always be, looking for the next best thing which is why, we as advertisers, need to be constantly innovating our products/advertisements.

Example:

Awhile back in my marketing class we watched this video on vacuums. I thought it was going to be super boring and irrelevant, but it ended up being extremely interesting and the topic happens to fit this week’s topic well.

Before 1869 carpets and rugs were cleaned by hanging them and beating them to get as much dirt out of them as possible. Luckily for us, times have changed and cleaning our carpets is becoming easier and easier as time goes on.

Timeline:

1869: “sweeping machine” was patented. Not motorized, but cleaned rugs.

1899: John Thurman invented a gasoline-powered vacuum. Some historians consider this the first motorized vacuum cleaner

1901: Hubert Booth patented a motorized vaccum cleaner. Large, horse-drawn, petrol-driven unit which was parked outside of the building and a long hose ran inside to do the cleaning.

1907: James Spangler invented a new portable and electric vacuum cleaner with attatched cloth filter bag and cleaning attachments.

1919: William Hoover and James Spangler formed the Electric Suction Sweeper Company. They produced the first commercial bag on a stick upright vacuum cleaner.

1920: “filter fiber” disposable bag was created

Cont….

As you can see in the first 50 years of the ‘vacuum’, things changed a lot and every time things changed it was to better improve the product itself, the uses, and the overall quality of the product. They were made to be more safe and easy to use for consumers which is how innovation works. Innovation takes a lot of creativity and realization to happen. If you look at vacuums now-a-days, you can find things like hovering vacuums cleaners, no-hands vacuum cleaners, or even the iRobot vacuum cleaner. All of these things have been created to improve the effectiveness and to ease the hassle of everyday cleaning for consumers.

Resources:

http://inventors.about.com/od/uvstartinventions/a/Vacuum-Cleaners.htm

Blog #7: Legal Issues of Advertising

The advertising industry operates within strict federal regulations which are monitored by the Federal Trade Commission. They regulate on many different levels here in the US. There are rules published on mail orders, the Internet, telephone sales, gaming, deceptions in advertising, product labeling, and so much more. Even with truth-in-advertising laws in place, advertisers still have an immense amount of leeway to violate the ethical standards of a wide range of consumers.

All of these types of advertising are pretty well known and the laws that go along with them are pretty obvious. Online advertising is becoming more and more popular as the years move along and technology advances. I want to focus on some of the not-so-obvious laws about online advertising out there including things like click fraud, keyword spamming, and false advertising.

Click Fraud:

Pay per click is a search engine’s simplest form of advertising. Each time someone searches a word and clicks the link to follow to your website, you agree to pay a certain amount to the search engine as compensation. (Click Fraud)

Click fraud comes into play when a competitor intentionally, repeatedly clicks on your ad and follows it to your website without any intention to buy anything. They do this to run up your bill without you getting any business as well as an attempt to cut into the company’s advertising budget. This is illegal; in fact, committing such a crime is considered a felony in many jurisdictions.

Proving click fraud is very difficult since it is hard to determine the culprit behind the computer and what their intentions are. One option relies on the search engine themselves. They can closely watch clicks to determine which ones are most likely fraudulent and not charge the account of the advertising. Another option is, the advertiser could register their website with pay-per click auditing services which would be an outside source closely watching your account to determine potential fraudsters. Of course such protection comes with a fee, though. (The Legal Issues of Advertising Online)

Keyword Spamming:

Spamming:Trademarks are a good way to gain consumers attention and get them to recognize your brand. It is important for a company to use their trademark in search engines so that people see your website first. A keyword spammer comes into play when an outside source tries using your trademark to veer consumers away from your business. They may do things like outbid you for your trademark or use it in invisible metatags. (The Legal Issues of Advertising Online)

To solve this issue, most of the time, a company has to take legal action directly against the spammer. In some rare cases, the search engine will just remove a keyword spammers listing if you complain.

False Advertising:

False advertising is a type of deceptive advertising. It is when someone uses false or misleading information or statements in advertising to maximize profits/consumer base. False advertising is illegal, and in most countries there is regulation to control false, deceptive or misleading advertising. It all comes down to the consumers’ right to know what they are buying and that their safety has been taken into consideration.  Although it is illegal, many still find ways to deceive consumers in ways that are not illegal. (False Advertising)

Below are a few different examples false advertising:

Undefined Terms: Uundefined terms comes into play when a terms meaning is not legally defined which leads to the words abuse in advertising. A perfect example of this was the word "light" foods. Usually this term meant low in calories, sugars, salt, carbs, or even light in color. Using the term light without legally defining what it means leads to a lot of confusion for consumers.

Hidden Fees and Surcharges: It is typlical for service providers to tack on additional fees and surcharges that are not included in the advertised price. An example of this could be when I went to buy a new phone last week. The phone I had decided to purchase was advertisied for $99 with a new 2-year agreement. I decided it was a good deal so moved along with the purchase. A few days later when I went to pay my bill, I was not only charged the $99 for the new phone, but also a $36 activation fee, and an additional $20 fee because it was a smart phone. These charges were not listed on the actual ad for the phone but apparently is listed in the phone company's new handbook.

“Going Out Of Business” Sales: Liquidators are hired to sell merchandise from stores that are closing down. The legal issue comes into play when the liquidators actually raise the prices on items that were previously marked-down on clearnace by the origional owner of the product. In reality, then, one could actually just go to the origional store in thier final days of operations and get items cheaper than if they were to buy from a liquidator.

References:

The Legal Issues of Advertising Online:
http://www.entrepreneur.com/article/160062


Click Fraud:
http://www.businessweek.com/magazine/content/06_40/b4003001.htm


False Advertising:
http://legal-dictionary.thefreedictionary.com/False+Advertising

Shockvertising: is the pain worth the price? Blog #6

Isabelle Caro, 27, is an anorexic weighing just 12lbs is displayed on

Milan billboards as the city celebrates its fashion week.

Shockvertising (aka shock advertising) is a controversial method of advertising aimed at purposely offending and/or startling consumers. The reasoning behind this?: to “gain attention, encourage cognitive processing, and have an immediate impact on behavior” (Dahl, 2003). There are many different ways that advertisers ‘shock’ their consumers. This includes things like profanity, using disgusting images, religious taboos, vulgarity, sexual references, violations to societal norms, and morally offensive content just to name a few. Shockvertising has been used around the world for many years but recently is being questioned as to whether or not it is a productive and ethical method of advertising.

Shockvertising has been deemed immoral by many, especially as the years pass because the advertisements are becoming more and more offensive. It is looked down upon because many believe that shocking the public is not a good way to get a brand, idea, or issue noticed. Although it has been looked down upon over the years, it has been proven to be an extremely effective way of gaining an audience’s attention.

Why do it?

The big question is: why do it? Yes, it is an effective way to gain attention, but there is also the chance that you could lose your audience because you are catching their attention in a way that offends them; it could give your products/ideas a bad image.

When it comes down to it, people are exposed to thousands of advertisements a day. These people don’t necessarily pay any mind to every single one, but they are definitely there. So how do you get your audience to actually notice your ad out of the 3000 they are exposed to in a day? You make your ad stand out in a way that will get them to notice it, which in most cases means exposing them to material that is not usually seen as social acceptable. The hard part comes when trying to find that fine line between what people find to be productive shocking and what some may just see as flat out offensive. (Offensive but Effective?)

A Few Examples

United Colors of Benetton:

Benetton first began their advertising with the goal of building up their personnel from all over the world. They did this by picturing young people from all different cultures dressed in their outrageously colorful clothing to show unity. Benetton emphasize the value of fellowship and cultural tolerance.

In later years, Benetton changed their advertising. They began presenting themselves with real world topics that went much wider than just black and white. They began using topics like war, AIDs, and pollution (just to name a few) as the focus of their advertising. They tried to make exciting emotions to the public by linking these topics to more real world subjects such as violence, death, sex and racism. The goal of this advertising is to increase the readers and the audiences to react in their ads.

Superette

In 2009 a New Zealand fashion outlet Superette wanted to make the point that if you are actually going to be caught dead in something, it would probably be better if you were wearing something truly stylish. They came up with the unique campaign “be caught dead in it” which pictured ‘dead’ models in stylish/up-to-date fashions who had met their violent death. Some of the ads are extremely gory and gained a lot of attention from the public. Superette’s ads are featured on billboards, newspapers, and fashion magazines everywhere.

Get Unhooked From Smoking

The UK Government’s national Department of Health started the “Get Unhooked” campaign in 2007. The photographs contained 4 different adults with fish hooks through their mouths showing their addiction to cigarettes, also providing a statistic about smoking and a phone number for help. “The ads psychologically make a lot of sense because they set up the trigger – the addiction of smoking – but then provide a solution: a phone number and website that will give details of NHS smoking cessation services” (Get Unhooked from Smoking in the UK). The ad draws people’s attention in by the disturbing image of a person with a hook stuck through their mouth. This was an extremely effective way of advertising.

Conclusion:

Shock ads will never fail to create controversy. Regardless of the intent or the issue at hand, there will be parts of society who will always find this tactic to be unacceptable and low.

Resources:
Shockvertising: A Poke In The Brain
http://www.aiga.org/shockvertising-a-poke-in-the-brain/


Shock Advertising http://en.wikipedia.org/wiki/Shock_advertising#.22Get_Unhooked.22_Anti-smoking_Ads

Get Unhooked from Smoking UK:http://theinspirationroom.com/daily/2007/get-unhooked-2/


Does it Pay to Shock?
http://data.adic.co.kr/lit/publication/tmp/A9001219/A9001219.pdf

Offensive but Effective?http://www.brandchannel.com/features_effect.asp?pf_id=84

Diversity in Advertising- Blog #5

This week, rather than talking about diversity in advertising as a broad subject, I decided I wanted to take a whole different look on diversity in the world of advertising. Everyone knows there is diversity in the world and that we need to change our advertising motives/plans based on what type of audience we have. There are all types of different diversity in advertising especially when it comes to people and their age, gender, race, religion, etc. but I want to look more specifically at one certain part of advertising and how diverse it is; this being diversity of colors in advertising.

Diversity of Colors Used in Advertising

I read an interesting case from my management book the other day and it really opened my eyes to a whole different part of diversity that I had never thought of before; the use of colors in advertising and how it is used in other countries. Advertisers have to be extremely careful when choosing colors for specific advertisements based on location and what the product is for. Every color has a psychological connection to some type of thought or feeling whether it is good or bad. A few examples: (Colors in Advertising)

·         Red: speed, power, excitement, stop

·         Green: health and nature

·         Blue: serenity, clarity, intellect, and precision, formality, elegance

·         Yellow: happy, energetic, rejuvenation, sunshine

·         Purple: luxury, high quality, feminine

·         Orange: adrenalin, cheapness, energy

·         Pink: feminine, baby, calming, sweet, angelic

·         Black: exclusive, excellence, formal, traditional

·         White: purity, calm, clear-cut

Deeper Analysis: Wendy’s Example

Wendy’s is a fast, well known food chain that seems to fit the idea of colors in marketing perfectly. Wendy’s markets its food and service with the very vibrant colors of yellow and red. The colors seem to pull consumers from what they are doing to come in and enjoy their food. The red seems to, in this case, stand for speed, excitement, and stop. The whole point of Wendy’s is “fast food”, when consumers see the red they think of fast service. Red has the ability to stimulate a person’s appetite as well, making it an excellent tool in the food industry. The use of red on Wendy’s signs gets hungry consumers excited and draws them to stop by and eat. Yellow on the other hand is another color used in Wendy’s marketing. Although it is not as prominent as the red in their color scheme, it still plays a key role in connecting with the consumers. The yellow suggests happiness. When you mix all the meanings together, the message you get is: stop here and eat, we will provide you with fast service and you will be greatly satisfied with your dining experience.  (Marketing and Color Theory)

Outside US Borders

The idea of color, emotion, and marketing seem to be the perfect combination. An issue arises, though, when the concept is taken outside of US borders. Different colors mean different things depending on where you are. For example “…yellow signifies happiness in the U.S., the color symbolizes sadness in Greece” (Kurtz, 2011, p. 166). This is where the question of whether or not global firms should change the colors of its logo or packaging depending on the country in which it is marketing. I am half and half on an answer for this question. I think that it should change depending on location because companies don’t want to lose consumers just because one of their main colors may represent a bad emotion or feeling. On the other hand, I don’t think that companies should change because the colors seem to signify the company worldwide. Take McDonalds for example; McDonalds is world famous for its golden arches. This is usually the first thing that pops into a person’s head when they hear the word McDonalds. By changing the color of the arches just because there is one located, for example, in Greece, we are stripping McDonalds of its image; what it is known for.

Conclusion:

Colors are very important in marketing because of all of the feelings they convey; it helps a company’s product sell itself in a way. Colors bring the idea of diversity to a whole new level and there are so many things that need to be considered when using them. The only issue that needs to be well-thought-out about this topic is one of which I already brought up earlier: global marketing and the use of colors. It is a tough subject but it is one that every global firm needs to take into consideration.

Resources:

·         Colors in Advertising:

http://library.thinkquest.org/08aug/01276/colorsanddesign/colorinadvertising.html

·         Marketing and Color Theory:

http://marketingcolor.blogspot.com/

·         Kurtz, D. L. (2011). Boone & Kurtz contemporary marketing (15th ed)

Research and Evaluation in Advertising: Blog #4

Research Types

When it comes to advertising I think that there are two main types of research that are very important. The first of these would be advertising research. Advertising research is a specialized form of research that is conducted to improve the efficiency of advertising.

Marketing research, I believe, is also a very important type of research when it comes to advertising. Marketing research focuses on consumer and marketer relationships. This could be things like brand loyalty, consumers thoughts and ideas on certain products, and ad effectiveness. This all is very important information for companies to recognize about their products and their target audience. The goal of marketing research is to identify and assess how changing elements of the marketing mix impacts consumer behavior (Boon and Kurtz). To be effective in their advertising, a company needs to stay up to date on information about their consumers as well as their consumer’s thoughts about specific problems.

What does Advertising/Marketing Research Do?

Researching consumer’s attitudes towards products, wants and needs, and your target audience’s overall personalities can help you to better market your product and come up with more unique and effective advertising strategies (Brauner). This is not the only thing that researching can do for a company, though. Below is a list of things that can follow good researching efforts (Boon and Kurtz; PowerPoint):

·         Help define your target audience and discover the vocabulary they use when talking about a company’s product. This can lead to a more trendy type of advertising that will reach that target audience more effectively.

·         Identify consumer wants and needs.

·         Measure the reputation of a company.

·         Be informed on consumer’s reactions to new product ideas a company may have. Consumers will be able to give their opinion on similar products and how yours will compare.

·         What types of product features appeal to your consumers the most. This would be things like size, color, flavor, etc.

·         Predict the sales of new products.

·         Assess marketing strategies and promotional activities.

·         Define your optimal selling propositions and advertising locations

·         Gain competitive intelligence. Gain a better understanding of other firm’s products and how to innovate to make them better.

·         How many people are exposed to your advertising and how many remember it.

·         Whether or not your intended message is the same message your audience is receiving.

As you can clearly see, there are so many benefits to taking the time to conduct research, not only for the company itself, but for the best interest of their consumers and the products they produce.

Research Components

3R’s of Marketing

The 3 R’s of marketing include recruiting, retaining, and regaining; all of which are extremely important. Recruiting is made in reference to new customers. Companies constantly want to be expanding their customer base while retaining their current customers. The other important aspect is regaining lost customers. Companies usually do this by having promotions to get the consumers to come back.

Levels of Relationship Marketing

There are three levels to consider when looking at a company’s client relationships. These levels include:

1.       First level: Focus on Price

a.       This is the most superficial level and is least likely to lead to long-term relationships.

b.      Marketers need to rely on pricing to motivate their consumers

c.       Competitors can easily duplicate pricing benefits

*On this level Marketers would need to recognize the importance of their prices to further capture their consumers.

2.       Second level: Social Interaction

a.       Customer service and communication are key factors

*At this level, advertisers need to consider holding social events to push consumers to choose their product over others. For example a wine shop holding a wine-tasting party

3.       Third level: Interdependent Partnership

a.       The relationship is transformed into structural changes that ensure partnership and interdependence between the buyer and seller.

*At this level a company is going to want to make all the right moves to sustain their current consumer levels.

Branding

Branding is not about getting consumers to choose your product over competitor’s product. Branding is getting consumers to believe that your product is the only solution out there to their problem. A brand is anything from a symbol, saying, name, sign, or design and branding is what comes from the marketing of that symbol/saying/etc.

References:

Brauner, R. (n.d.). What Does Marketing Research Do?. ronbrauner.com - Practical Advice & Tactical Tips for Marketers. Retrieved October 17, 2011, from http://www.ronbrauner.com/?p=43

Kurtz, D. L. (2012). Boone & Kurtz contemporary marketing / David L. Kurtz (15th ed.). Mason, OH: South-Western Cengage Learning.

Advertising Theories and Concept: Blog #3

Advertising is a way of communicating with a particular audience with the intention to persuade people to buy their products or services. Advertisers use repetition of an image, slogan or product name to get it stuck in the minds of consumers. It gives consumers a positive image of their products and in return increases consumption of certain goods or services. This then leads to brand loyalty, which for most companies is a major goal.

There are a lot of key concepts and theories that go along with advertising. According to "Advertising Theory" by Hitesh Bhasin, “Advertising Theory or theories therefore try to explain how and why advertising is effective in influencing behaviors and accomplishing its objectives.” I strongly agree with this statement and believe it correctly describes the true reasoning behind certain theories in advertising. The majority of advertising theories revolve around the idea of keeping your product in the back of a consumers mind as much as possible. Advertisers do this by, like stated earlier, bringing an immense amount of exposure towards the brand or by using repetitive advertising. Advertisers want consumers to attach certain feelings or even expectations towards their products to get them to constantly be thinking about the products and the persons need/want for it.

Marketing Mix:
In my marketing class we talk a lot about marketing mix, and I believe it is a key component in advertising. The marketing mix consists of the 4 P’s; these include product, price, promotion and place, all of which are extremely important in their own way. Product represents the actual product itself and price refers to the value of the product. Promotion stands for the process of identifying and reaching the target market and then convincing them to purchase the said product. Lastly is place which represents the how to get product to your target market such as distribution channels and coverage. All of these things put together will lead to the best possible outcome for choosing how exactly a company wants their product to be perceived.

Hierarchy of Effects Model and Advertising:
Marketers must understand the factors that influence advertising’s effectiveness, or possibly ineffectiveness, in relation to their goals and objectives. Something that fits in with this well is the Hierarchy of effects model. This model shows clear stops on how advertising works and is shown as a pyramid. Items shown at the bottom of the pyramid are essentially easier when trying to accomplish ad objectives.  

Basic Outline of each level: (Hierarchy-of-Effects Model)

1.       Awareness: Task is to build awareness of the product to consumers. Example- name recognition

2.       Knowledge: Comprehension of the brand name and what it stands for. More in depth understanding.

3.       Liking: Does your target audience like the product? If not, how come and how do we resolve the issue?

4.       Preference: Build consumer preference by promoting quality, value, performance and other key features of the product.

5.       Conviction: Consumers may prefer the particular product but still not have motive to buy it. Advertisers need to build this motive (conviction) in its target audience.

6.       Purchase: Offer product at a low price, offer a trial or premium to pull consumers in to actually get around to buying the product.

Advertising doesn’t directly induce an immediate behavioral response to consumers. A company’s advertising does, though, create a serious of mental effects- the hierarchy of effects- that in the end leads to whether or not the consumer will purchase the item or not. They need to apply this knowledge of these steps into their advertising strategy to make it effective.

Maslow’s Hierarchy of Needs in Advertising:

Maslow’s hierarchy of needs model is one that helps us describe and understand human motivation. It may not seem like this has much to do with advertising, but it actually makes a huge impact on how marketers choose to advertise their products and whether or not people will purchase them.

The whole idea of this pyramid of needs originated when Abraham Maslow noticed that certain things were more important to have than others. For example water is more important than food because without water, one can die in just a few days, but without food a person can live for almost a month.

The basic order of these needs goes: (Maslow's Hierarchy of Needs)

1.       Physiological

2.       Safety

3.       Love/belonging

4.       Esteem

5.       Self-actualization

Below is the pyramid with examples of each in these categories:

Using the knowledge of people’s behavior using this model, advertisers are able to predict buying patterns. By keeping track of current events and public opinion, advertisers can skew they advertising strategy to fit the needs of the population. For example after 9/11 people’s main concern became safety, therefore the demand for firearms, and increased training of security became predominant in society. Basing your advertising around these ideas would make people want your product more at that point in time.

By keeping track of these current events, you can start to predict what people will be spending their time and money on. When the economy is good there is an excess amount of money in the system and people will be more willing to spend their money on things higher up on the pyramid.

Sources:

Hierarchy-of-Effects Model

http://drypen.in/advertising/hierarchy-of-effects-model.html

Advertising Theory

http://www.marketing91.com/advertising-theory/

Maslow’s Hierarchy of Needs

http://en.wikipedia.org/wiki/Maslow's_hierarchy_of_needs

Hershey's Advertising History- Blog #2

 

Hershey History Summary

The Hershey Company, formally known as Hershey Foods Corporation up until April 2005, holds the top position in the U.S. confectionery market. Milton Hershey started his first candy business in 1876 called Crystal A Caramels. It wasn’t until 1894 that Milton started experimenting with making chocolates. His first accomplishment was chocolate as a coating on his caramels. In 1900 Hershey sold his caramel company to focus on chocolate, and later that year the first milk chocolate bar was introduced to Americans. The company has only grown from there now producing not only chocolate, but other types of candies, as well as baking goods.

Hershey’s Thoughts on Advertising

Although the Hershey Company was started in 1900, it was not until 1969 that the company started advertising! (Our Story: Hershey Company) It’s hard to believe that a company survived 69 years without ever putting in an effort to promote its products.

Milton Hershey didn’t believe in putting his time, energy, or money into promoting his products; He built his whole company without ads for 69 years. According to my marketing class, this was partially during the production era which is when the prevailing attitude of marketers was that “a good product will sell itself”. Although this era explains Milton’s attitudes towards marketing his products prior to the 1920’s, this theory doesn’t fully explain his thinking on advertising from 1930-1969.

From the 20’s to the 40’s, Hershey was a great promoter of his products. Now in this sense, one needs to understand the difference between Promoter and Marketer. In this context, marketing is meaning national advertising. This would be things including print, radio and of course television. Hershey did not believe in marketing nationally.


Milton built a huge plant, built an amusement park, theater, and stadium all in the town named Hershey. He would invite people to come visit the town and all it had to offer which was a great way of promoting his company. He believed his best form of promotion, ,though, was Hershey chocolate bar wrappers thrown on the ground as garbage. These were, in a sense, forms of free advertising for the Hershey Company. (Reference for Business) He also valued word-of-mouth as another source of advertising for most of the companies existence.


Another thing that really helped promote Hershey was the Hershey School for Neglected Boys. Milton opened this school back in 1909 and it brought the company a lot of positive publicity. The school owns most of the company today and continues to be positive "advertising" for the company.

A Push for Marketing

Marketing and advertising moved forward in the late 60’s thanks to William Dearden. Dearden attended the Hershey school after his mother passed away when he was 13 and eventually worked his way up to run the Hershey Company. He was the one that hired professional marketers (Ogilvy & Mather ad Agency) to change the landscape of Hershey advertising in the late 1960’s. This push to suddenly advertise was caused by people becoming more health conscious and as a result of that, candy consumption declined. The idea of advertising seemed to be the only hope for candy at this time so this provoked Hershey to launch a national campaign.

These plans to push advertising of the company began with an ad in 114 Sunday newspapers in July of 1970. (Hershey’s History) A short two months later Hershey launched its first television and radio commercials. The campaign was an immediate success because of all the attention they were given since they had previously never advertised before.

Hershey's First Print Ad: 1970

E.T. Makes a Good Choice

In 1982 M&Ms passed up the chance of a lifetime when they chose to not have their candy used to lure the shy little alien from his hiding place in the movie E.T.. Good thing for Hershey, because they were able to swoop up that opportunity and take it for all it was worth. Hershey didn't pay to have Reese's Pieces placed in the movie. Instead Hershey made a deal to promote E.T. with $1million of advertising if Hershey could use E.T. in its own ads. This was Reese's big break; sales tripled within 2 weeks of the movie's premiere.

Hershey Goes International

Hershey is not only the leading producer of chocolate and non-chocolate confectionery products in North America. The company carries an significant international presence; having operations in more than 90 different countries. Hershey holds onto its consumers and gets them involved in advertising with their catchy slogans like "There's a smile in every Hershey Bar" and "The great American chocolate bar" as well as jingles like "put a smile on your face". (Hershey Chocolate Advertising, Public Relations and Promotions)

Hershey Today

Hershey has grown from a mere $334 million in 1969 when it first started advertising to 4.4 billion recorded in 2004. (Hershey History) This is due to increased technological modernization, new product development, and advertising over the last 30 years of thee 20th century.

Sources:


Hershey Chocolate Advertising, Public Relations and Promotions
http://www.suite101.com/content/hershey-chocolate-advertising-public-relations-and--promotions-a268240


Reference for business
http://webcache.googleusercontent.com/search?q=cache:pTjvpJ9EcFUJ:www.referenceforbusiness.com/businesses/G-L/Hershey-Milton.html+Hershey+William+dierden+advertising&cd=3&hl=en&ct=clnk&gl=us


Our Story: Hershey Company
http://www.hersheys.com/our-story.aspx#/the-man


Hershey's History
http://www.thehersheycompany.com/about-hershey/our-story/hersheys-history.aspx