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Offensive Add - Essay Example

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But do you really care?” It may be okay with used car buyers but it makes women feel objectified and offensive. I am grateful that the ad has finally been pulled out. I have however, submitted this report for your review and to further guide your future marketing decisions. The report is a comprehensive one and raises all issues with offensive advertising. Sincerely, Mark Markowitz Business Report on offensive advert on BMW Used Cars Table of Contents Executive Summary 3 Purpose 3 Design/methodology/approach 3 Findings 3 Introduction 4 Problem Statement 4 Scope 4 Ethics in Advertising 5 History of Offensive Advertising 6 The Alleged Offensiveness of Advertising 6 The Dale Wurfel Second-hand Cars Advertisement 7 After reading wide on the theory of advertising and what the society considers as offensive, I set off to do a survey using Dale Wurfel Used Vehicles. Luxury German auto-maker BMW's original 2008 ad featured a female model lying on a bed, looking seductively at the camera. Both ads display the same image. This ad features a young blonde woman who is considered a non virgin as the copy reads “You know you are not really the first. But do you really care?” Well, used car owners may not care about buying a used car but I’m sure many women will care that they are being objectified in order to sell used cars. The two images are displayed below. 7 8 8 Research methodology 9 Participants 9 Measurements of constructs 9 Research Findings and Conclusion 11 Recommendations 12 Executive Summary Purpose To examine how consumers react to print advertisements on second hand cars that have been labeled as offensive. I also compare the dimensions of consumer perceptions for different respondents and how consumer perceptions are related with intentions to reject the products and the brands because of the ads. Design/methodology/approach A survey of 25 respondents aged 17 to 58 from Strathoy, Ontario where the used Dale Wurfel dealership is located. A questionnaire with two ads containing sexism and other themes was constructed. Data were collected through the neighborhood. Findings Findings on perceptions of the offensive advertisements among the respondents were mixed. Overall, as expected, older respondents were less accepting of offensive advertising, as they liked the advertisements less than younger respondents. However, they were also more likely than younger respondents to find the advertisements convincing and informative. Results showed that old respondents and young respondents had different dimensions of advertising perceptions. The two print advertisements that received the most negative perceptions both contained sexually-oriented body images. The survey also found that advertising perceptions had a significant impact on consumers’ intentions to reject the products and the brands. Introduction Various companies have been using different ways of promoting their products and increasing sales. This will enable them to fulfill the business objectives i.e. profit maximization and maximization of shareholders wealth. One way of creating this product mix is advertising. Advertising is a public promotion of some product or service with the aim of drawing attention and in the process, persuade potential consumers to buy the product or service. Offensive advertisement has been supported by some while others have elicited a lot of controversy. The supporters argue that the world needs controversial adverts because they are usually more creative and ...Show more


Surname Instructor name Date Transmittal Letter to BMW Greece November 8, 2011 Dale Wurfel Managing Director, Dale Wurfel Car Dealership Dear Mr.Wurfel: I am submitting this report to raise an issue on an advert on used cars in your company that have been aired in the media…
Author : sharon53
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