Final Comprehensive Case Study
Section 1
1. The objectives of AutoTrader.com's marketing research was to discover just how beneficial it is for dealerships to advertise with Auto Trader, which will then lead to customers visiting the dealership. The campaigns goal was to educate dealers on how people shop for cars, and to then provide information supporting the value of the internet in that process.
Auto Trader was able to achieve this by setting a clearly defined marketing research campaign.
2. Auto Trader used surveys to collect data. They started by surveying dealers to determine their beliefs about customer behaviors. They then took a wide sample size of customers shopping for various brands of cars to determine customer behaviors after they left the dealership. They found that 71% of those that responded to the survey referred to the internet before making a purchase. They also found that Auto Trader.com was used more often than dealer or manufacturer sites.
3. Having never heard of AutoTrader.com, I viewed the site and agree it is a great platform to search for a new car. I will most likely use this site for the purchase of my next vehicle.
Childhood Obesity and the link to celebrity endorsements
I can speak from experience on this issue, I have three children and I feel that they are constantly bombarded with commercials, celebrity endorsements and product placements in the shows that they watch. With the increasing number of televisions channels such as Nickelodeon, Disney and Cartoon Network as well events such as the Teen Choice Awards, a whole new marketing and advertisement demographic has opened up. Not to mention YouTube and the commercials that play in between videos.
After reading Quebec's study I do feel it is somewhat outdated given how much more in your face marketing has become for children since the study was conducted in 1992. The same year Motorola released the first hand held digital cell phone and it was not being carried by adolescents the way smart phones are today. The more recent study conducted by AAP publications states that "Every year American children see 4700 advertisements, and adolescents view 5900 advertisements." To me these numbers are overwhelming, its just too much.
While a nationwide ban on marketing of sugary drinks and unhealthy food sounds like great idea, and it might limit the exposure of certain things, is it the only solution? This study only looks at one side of the childhood obesity situation, the endorsement of celebrities. How can we determine how much fast food is consumed because of a jingle written by Justin Timberlake or a sugary drink is purchased because of a commercial starring Beyonce. Children may ask or beg their parents to eat at McDonalds, buy soda, and other beverages but at as parents and care givers we are the adults. As adults we must make decisions based on what is in our children's best interest. We are responsible for our children's health and safety, that includes making sure they are fed.
Unfortunately, this can be interpreted in different ways, some parents have limited resources and may not have the money or time to provide nutritious meals. Many people in this country live paycheck to paycheck and feeding your family can be difficult. A parent can buy a hamburger and a soda for $1.00 each from the McValue menu at McDonalds but the cost of salad is $4.59. A 20 piece McNugget is only $5.00 and can feed several children. For some families it comes down to quantity not quality.
For some working parents it is a convenience, running from event to event with no to time to cook a drive thru meal is your only option. I do believe it is too much and should not only be limited in quantity of ads per day but possibly the number of endorsements per celebrity.
Taking the economics out of it saying NO is part of being a parent.
Sources
1. https://phoneevolution.wordpress.com/2013/03/28/44/
2. http://pediatrics.aappublications.org/content/early/2016/06/02/peds.2015-3977?sso=1&sso_redirect_count=3&nfstatus=401&nftoken=00000000-0000-0000-0000-000000000000&nfstatusdescription=ERROR%3A%20No%20local%20token&nfstatus=401&nftoken=00000000-0000-0000-0000-000000000000&nfstatusdescription=ERROR%3A+No+local+token
3. http://www.sciguru.org/newsitem/12351/Study-Quebec-ban-fast-food-ads-reduced-consumption-junk-food
4. http://www.fastfoodmenuprices.com/mcdonalds-prices/
1. The objectives of AutoTrader.com's marketing research was to discover just how beneficial it is for dealerships to advertise with Auto Trader, which will then lead to customers visiting the dealership. The campaigns goal was to educate dealers on how people shop for cars, and to then provide information supporting the value of the internet in that process.
Auto Trader was able to achieve this by setting a clearly defined marketing research campaign.
2. Auto Trader used surveys to collect data. They started by surveying dealers to determine their beliefs about customer behaviors. They then took a wide sample size of customers shopping for various brands of cars to determine customer behaviors after they left the dealership. They found that 71% of those that responded to the survey referred to the internet before making a purchase. They also found that Auto Trader.com was used more often than dealer or manufacturer sites.
3. Having never heard of AutoTrader.com, I viewed the site and agree it is a great platform to search for a new car. I will most likely use this site for the purchase of my next vehicle.
Childhood Obesity and the link to celebrity endorsements
I can speak from experience on this issue, I have three children and I feel that they are constantly bombarded with commercials, celebrity endorsements and product placements in the shows that they watch. With the increasing number of televisions channels such as Nickelodeon, Disney and Cartoon Network as well events such as the Teen Choice Awards, a whole new marketing and advertisement demographic has opened up. Not to mention YouTube and the commercials that play in between videos.
After reading Quebec's study I do feel it is somewhat outdated given how much more in your face marketing has become for children since the study was conducted in 1992. The same year Motorola released the first hand held digital cell phone and it was not being carried by adolescents the way smart phones are today. The more recent study conducted by AAP publications states that "Every year American children see 4700 advertisements, and adolescents view 5900 advertisements." To me these numbers are overwhelming, its just too much.
While a nationwide ban on marketing of sugary drinks and unhealthy food sounds like great idea, and it might limit the exposure of certain things, is it the only solution? This study only looks at one side of the childhood obesity situation, the endorsement of celebrities. How can we determine how much fast food is consumed because of a jingle written by Justin Timberlake or a sugary drink is purchased because of a commercial starring Beyonce. Children may ask or beg their parents to eat at McDonalds, buy soda, and other beverages but at as parents and care givers we are the adults. As adults we must make decisions based on what is in our children's best interest. We are responsible for our children's health and safety, that includes making sure they are fed.
Unfortunately, this can be interpreted in different ways, some parents have limited resources and may not have the money or time to provide nutritious meals. Many people in this country live paycheck to paycheck and feeding your family can be difficult. A parent can buy a hamburger and a soda for $1.00 each from the McValue menu at McDonalds but the cost of salad is $4.59. A 20 piece McNugget is only $5.00 and can feed several children. For some families it comes down to quantity not quality.
For some working parents it is a convenience, running from event to event with no to time to cook a drive thru meal is your only option. I do believe it is too much and should not only be limited in quantity of ads per day but possibly the number of endorsements per celebrity.
Taking the economics out of it saying NO is part of being a parent.
Sources
1. https://phoneevolution.wordpress.com/2013/03/28/44/
2. http://pediatrics.aappublications.org/content/early/2016/06/02/peds.2015-3977?sso=1&sso_redirect_count=3&nfstatus=401&nftoken=00000000-0000-0000-0000-000000000000&nfstatusdescription=ERROR%3A%20No%20local%20token&nfstatus=401&nftoken=00000000-0000-0000-0000-000000000000&nfstatusdescription=ERROR%3A+No+local+token
3. http://www.sciguru.org/newsitem/12351/Study-Quebec-ban-fast-food-ads-reduced-consumption-junk-food
4. http://www.fastfoodmenuprices.com/mcdonalds-prices/
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