Standard 16) Analyze journal articles about effective institutional promotions, identifying benefits achieved. Research a prominent example of an institutional promotion.
Opening Assignment
On a sheet of paper answer the following questions:
What kind of car have you always dreamed of owning?
When did you first see or hear about that particular model or make?
Read the article "The Mechanics of Modern-Day Brand Affinity" to see how the Ford Motor Co. is specifically using kid-focused research and targeting strategies that are increasingly sophisticated.
3. Why would marketers target children that don't have any earning ability?
4. Do you think their reasoning is valid? Why or why not?
5. Give examples of emotional connections Ford Motor Co. used in advertising while targeting the younger markets. Cite (write) the passage in the reading to back this up.
6. From the "Looking Further" section of the article, the author mentions that 16 year olds today are very different from Baby Boomer 16 year olds and that difference has caused them to adjust their marketing strategy. What is different about 16 year olds today and what is Ford doing to stay connected with what is important to them? Cite your evidence (write the sentence or two that proves your opinion.)
What is Institutional Promotion?
Institutional promotion puts a company or organization in a positive light. Marketers are not trying to sell a specific product. They are creating a positive image for the business. Look at the slides linked here to see examples of institutional promotion.
Macy's Thanksgiving Day Parade
Why do you think Macy's puts on the Thanksgiving Day parade year after year?
Look at the Macy's Event Marketing Page.
List other events that Macy's hosts to remind consumers that they offer expertise in many of the areas that are important their loyal customers.
What benefits do you think Macy's receives for these events they host?
How have social media tools been used for Macy's promotion efforts?
Using Social Media
The Tonight Show host Jimmy Fallon has a weekly segment on his show using Twitter hashtags that he collects from viewers. After hearing the selected hashtags on the show or reading ones sent in, you may have an image of the humor of the show which may or may not cause you to want to watch the show on a regular basis.
Student Research Presentation Project (40 points) -
Create a PowerPoint Presentation with the following slides
Find a prominent example (other than the ones we have talked about) of "Institutional Promotion." Name the company sponsor.
Identify any nonprofit benefactors or company foundations and who benefits from it.
What factors contributed to the launch of the promotion (example: hurricanes hitting Texas and Puerto Rico caused Budweiser to bottle or can water and deliver it to victims). Is the promotion on-going or just a one-time event?
Address how social media tools have been leveraged to support your selected example.
Standard 9: Prepare a presentation on a federal statute encompassing consumer or trade laws or business practices (such as the Sherman Antitrust Act, the Robinson-Patman Act, Hart-Scott-Rodino Amendment, Federal Trade Commission Act, or the Consumer Product Safety Act) that can affect businesses.
Bell work
Research to answer the following questions on your own paper and be prepared to share with the class.*
What are the three branches of the United States government?
Which branch enacts federal laws and regulations?
What branch do you think has the most impact on businesses?
Student Intro Activity
Select one of the laws mentioned in the standard at the top of the
blog. Prepare a presentation to inform the class, A. what the law
requires, B. when it was enacted, C. who it protects, D. how it
affects businesses.
Class Intro
In this chapter we will be discussing legal and ethical issues. Initially we will be looking at the government's roles as it relates to businesses.
Objectives
Explain the role of government in the private enterprise system.
Identify federal regulatory agencies and laws that protect consumers, workers, investors and the environment.
Provide examples of the impact of government on business.
What effect does the government have on your life?
Give examples of laws created by local, state, and federal governments.
Structure of the United States Government
*Let's share answers from your bell work research.
Why do we have 3 branches of government instead of just one, or two?
Use the graphic organizer to list primary duties of the three branches of government.
Executive Branch
Office of the President
Executive Departments (Interior, Commerce, and Defence)
Independent agencies and corporations
Boards, commissions, committees and quasi-official agencies
Enforces laws and regulations: President can veto laws passed by Congress
Each President's administration has different programs that impact business
United States Department of Agriculture (USDA) provides inspection, grading and certification of meats and dairy.
Legislative Branch
U.S. Congress -Senate (2) and House of Representatives (# based on size of state)
Members of Congress debate and vote on laws and regulations to send to President for approval.
Lobbyists try to influence the votes on bills that affect their interests.
Example: Mandatory country-of-origin labeling (COOL) became effective in 2009 due to some politicians, farm groups and the Consumer Federation of America lobbying to pass legislation. Now all types of meat, fish, fresh fruits and vegetables, some nuts and ginseng must be labeled with their country of origin for the customer's sake.
Why do you think farm groups want mandatory country-of-origin labeling on meat and fresh fruits and vegetables?
What do you think USDA inspectors look for when inspecting food?
Imagine that you are a member of Congress. What kinds of lobbyists do you think would try to influence your voting?
Judicial Branch
Interprets, applies, and administers the laws of the United States (court system)
Roles of U.S. Government in the Private Enterprise System
Role #1-Service provider and customer - government spends a lot of money to ensure the safety and general welfare of U.S. citizens.
Infrastructure - federal, state, and local governments fund construction of roads and bridges
Must adhere to strict guidelines because it's taxpayer's money the government is spending
Role #2 - Regulator - of laws designed to protect the safety, health, and welfare of individuals.
Protecting Consumers-
hairstylists, manicurists, and electricians must be licensed
health departments inspect restaurants and other food-handling businesses
Food and Drug Administration (FDA) regulates the labeling and safety of food, drugs, and cosmetics sold throughout the U.S., including Nutrition Facts labels (accuracy)
Consumer Product Safety Commission (CPSC) oversees the safety of products such as toys, electronics, and household furniture, sets standards of safety, power to recall dangerous products
Protecting Workers -
minimum wage, medical leave, protection of whistle-blowers of illegal practices of employers
Equal Employment Opportunity Commission (EEOC) responsible for fair treatment of employees with regard to hiring, firing, and promotions, discrimination (age, race, gender, etc.)
Occupational Safety and Health Administration (OSHA)- workplace safety
Construction workers and engineers visiting construction sites must wear hard hats for protection. Why is worker safety important?
Protecting Investors
Securities and Exchange Commission (SEC) regulates the sale of securities (stocks and bonds), licensing brokerage firms and financial advisers, investigates mergers, company's annual reports and prospectus
Protecting the Environment
Environmental Protection Agency (EPA) protects human health and the environment
monitoring air and water pollution, recycling and hazardous waste disposal
environmental laws cover problems such as acid rain, asbestos, lead poisoning, mercury, mold, ozone depletion, pesticides, radon, and littering
Role #3 - Enforcer of the Private Enterprise System
The Federal Trade Commission enforces the principles of private enterprise system and protecting consumers from unfair or deceptive business practices
Bureau of Consumer Protection -protects consumers from businesses that violate laws and regulations (advertising, enforcement, financial, marketing, international, and planning and information
Bureau of Competition - prevention of anti-competitive mergers and business practices
Bureau of Economics - studies the impact of FTC actions on consumers (antitrust, consumer protection, and regulation)
Role #4 - Monitor of the Economy
Monitors the economy and controls our monetary supply through the Federal Reserve System (run by the Fed Board of Governors)
Role #5 - Business Supporter
Small Business Association - provides counseling and educational materials to prospective business owners, loans and guarantees to business owners who cannot get conventional loans
Read and Discuss
Read the following articles and discuss the impact of government as "regulator" or "protector" of workers in today's society.
Wrapping Up
Earlier we talked about the U.S. being a mixed economy that leans toward a market economy due the to the fact that the government does step in to protect it's citizens in different roles.
After looking at the ways that our government helps protect you, how does that make you feel about the balance of the government's involvement in business?
Student Assignment
On your own paper (bell work sheet), complete Review Key Concepts #1-5 on page 145.
