Marketers continue to push the envelope as they challenge society’s norms regarding what topics are appropriate to discuss in public. Products that people only used to whisper about now pop up in ads and billboards; these include feminine hygiene products, condoms, lubricants, grooming aids, and pregnancy tests. A commercial for a digital home-pregnancy test kit even broke a taboo when it showed urination on TV. As a stream of liquid flows onto the device, a voice-over says, “Introducing the most sophisticated piece of technology . . . you will ever pee on.” Ads for feminine hygiene products used to barely hint at their function (typically they depicted a smiling woman who wore white to subtly signal how well the item worked). Today, Procter & Gamble’s Always line of menstrual pads advertises with the cheerful theme, “Have a happy period.” Where do we cross the line in what we show in advertising?
Answer to relevant QuestionsA company introduced a teddy bear for Valentine’s Day called “Crazy for you.” This toy aroused the ire of mental health advocates because a straitjacket restrains the cuddly bear’s paws and the stuffed animal comes ...What is a positioning strategy? What are some ways marketers can position their products? Interview three to five male and three to five female friends regarding their perceptions of both men’s and women’s fragrances. Construct a perceptual map for each set of products. Based on your map of perfumes, do you ...1. Based on the principles of attention presented in this chapter, explain why this new wave of subway ads is expected to be so effective. 2. Using the same principles, what should the ads’ creators consider to avoid the ...1. Describe the level of consumer involvement with personal care products in general. How might the Dove brand be different? 2. Describe what terminal values are involved in the Campaign for Real Beauty? Do they tie into the ...
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