Tiffany Ching (COMM 101)

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  tiffanyching 12:35 AM on December 3, 2010 Permalink | Reply
  Tags: 2010 Olympics, Ambush, Bell, Marketing, National Sponsor, Telecom, TELUS   

  TELUS versus Bell 

  Case three identified the concept of ambush marketing, a particularly interesting topic which considers the ethical implications of an organization.

  Western telecom provider, TELUS, lost to Easter telecom provider, Bell, for the spot as the national sponsor for the 2010 Olympic Games. This win was huge, as they would also be the sponsor of the London 2012 Games; an opportunity not to be missed— a long-term strategic approach. Winning the position differentiated Bell from its competitors and thus gave them a competitive advantage. However, TELUS’ affiliation with Whistler made it much more difficult for Bell to take advantage of their win.

  Is ambush marketing unethical?

  Personally, I don’t think so. Marketing is marketing, and there are ways around it to be successful, like TELUS. TELUS simply took advantage of their connections with Whistler and other winter sports games, and promoted their brand in the right place, at the right time. It goes to show that despite Bell’s win, they acted too slowly to initiate any marketing efforts.

  Some may feel that the $200 million spent to become the national sponsor, by Bell, was a waste of money, but not necessarily. They outbid TELUS, and in return, were able to increase their operating revenues following the Winter Olympics in February. It was just a matter of how well Bell would take advantage of their investment.

  This unlucky outcome for Bell can thus be better managed if VANOC created a contract for participating companies in the bid to become a national sponsor. This legal contract would inform participants that they cannot initiated in activities that would hinder the advantage of the winner of the national sponsor. In doing this contract, losing companies could still work around marketing for the Olympics, but this contract would make it more difficult for them to do so.

   

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  tiffanyching 12:17 PM on November 20, 2010 Permalink | Reply
  Tags: Advertisements, Marketing, Movie, Still A Virgin?, The Virgin Hits   

  Marketing: Inappropriate, or Ingenious? 

  Are you offended by the photo that you’re looking at? Or, are you just rolling on the floor laughing about it?

  Well, do not be offended! Seen around Canada and the United States, this advertisement isn’t addressed to you specifically. This promotional advertisement is an attempt to announce and increase

  publicity for the movie, The Virginity Hits, starring Will Ferrel. The movie is about a group of guys who are trying to get their virgin-friend, Matt, to lose his virginity—on camera!

  Many would question the ethics behind the billboard. The Huffington Post has written an article titled “Billboards Create A Stir.” Indeed, it has, generate controversy especially in Los Angeles, where parents have said that “they don’t care if it’s a publicity stunt.” Meanwhile, others say that “the sign is genius marketing.”

  Despite these mixed emotions, the billboard has succeeded in its mission of spreading the word about the

  upcoming movie—suggesting that it is a good publicity. So, even if you’re

  one to criticize the idea, it is ingenious, and successful.

  As a passerby, did catch you attention right?

   
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  tiffanyching 9:44 PM on October 4, 2010 Permalink | Reply
  Tags: Apple, iPods, Mac, Marketing   

  Marketing Success 

  

  Over the years, the technological industry has become more competitive as each company strives to become #1. But it seems that in recent years only one name stands in that place, and it is Apple. Through innovative actions such as redefining the portability of music players through their product line of iPods they have provided themselves with a first mover’s advantage. Upon the release of the first generation iPod, there was a big buzz in the consumer market which eventually led to successful sales. However, this was only possible with the aid of their marketing schemes such as the following:

  View: Apple Advertisement

  Furthermore, it is evident that today’s competitors such as Windows, Zune, Creative, Blackberry etc, have tried to keep up with the quick innovative pace of Apple, only to fall behind due to Apples customer loyalty and buyer power. For instance, the release of the iPad compelled competitors to produce similar products such as the Dell Streak, Samsung Galaxy Tab, HP Slate and what will soon be released, the Blackberry PlayBook. Apple’s success has been attributed to the strong customer loyalty that they have built over several years through reliable support systems (warranty) and again, marketing efforts. Their effort to reach large target markets,  create appealing advertisements and positioning their product wisely has thus become advantageous.

  I’d like to leave you with the following question; do you still remember when this was the “in” thing?