Advertising and Public Relations in America

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There are few traditions and mainstays in American youth culture. In the United States, the nation's adolescents are eager and quick to adopt new cultural trends and technologies. …

Introduction

[Advertising is essentially about effectively communicating information, in a persuasive and attractive manner, about particular products and services.] With so many stereotypes out there about the Girl Scouts, the job is doubly difficult, since they have the added task of convincing the public that the information that they currently have is incorrect or outdated. The article I have chosen to review deals with the advertising and public relations changes that the Girl Scouts of America is adopting in order to boost membership levels and remain an important American institution.

One of the most significant changes is the creation of a chief marketing officer position within the organization. The Girl Scouts are likely going to announce that Laurel Richie will fill that position within the next few days (Byron). Though most of us are familiar with the iconic boxes of cookies that fill our pantries in early spring, most of us are unaware of the various programs and activities that the Girl Scouts provide young girls. Information sessions about online bullying and time-management skills are just some of the new programs that the Girl Scouts are providing for its members. Membership has been declining at about one to two percent annually for the last decade. ...
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