Anheuser-Busch's Budweiser PR Campaign Love Term Paper

Pages: 13 (3699 words)  ·  Bibliography Sources: 1+  ·  Level: College Senior  ·  Topic: Business - Advertising

SAMPLE EXCERPT:

[. . .] A decade later, they were placing ads on railroad cars for "rolling billboards." And by the turn of the century, 3-sheet posters had become a primary medium for Budweiser campaigns, featuring slogans like "Budweiser...the great leader " and "Budweiser...everywhere." Later, Budweiser was among the first brands to take advantage of electric spectaculars, and used those innovative signs in large markets such as New York, Philadelphia and Chicago. "Since 1876, outdoor advertising has played a major role in delivering Budweiser's quality message to our key consumers," said Dan Hoffmann, director of Budweiser marketing. "This award is not only an honor, but serves as a challenge for us to continually develop creative, innovative and unique outdoor advertising into the next century. You can be sure that Budweiser will continue to utilize outdoor advertising's attributes in our marketing plans." (Anheuser-Busch Companies)

What does Anheuser-Busch spend on advertising their products like Budweiser? An example of the type of budget allotted to product marketing can be shown by this year's Super Bowl. Super Bowl XXXVII Advertisers were noted as shelling out an approximately $2.2 million for ads and Anheuser-Busch has been a regular participant in the Super Bowl marketing campaigns. "Viewers will see many of the same advertisers as in the past, including Anheuser-Busch, which continues to be king of commercials with 11 30-second spots for Budweiser, Bud Light and Michelob Ultra." (De Marco) About fourteen percent of American adults were recorded as having watched the Super Bowl just for the ads, according to one 2003 Super Bowl Ad Survey.

Drinking among adolescents is a major problem in our society. "Some survey's found that two-thirds of eighth graders and almost ninety percent of all high school seniors had experimented with alcohol. As disturbing is the fact fourteen percent of the eighth graders and twenty-eight of the high school seniors admitted that they had consumed five or more alcoholic drinks on at least one occasion in the two weeks prior to the survey." (Fox)

The beer industry has recognized the need to communicate to people that, if they drink, they should do so responsibly, and messages to that effect have been included in beer advertising on a voluntary basis. "However, our results indicate that the disclosure used in the Miller Lite ad is less effective at attracting and holding adolescents' attention than currently mandated cigarette warnings, which have not been effective among adolescents." (Fox)

In regard to culture and demographics, alcoholic beverage advertising has moved towards the Internet. But web advertising is tough to control that looks at the ads. "It was noted that early reports indicated a healthy and growing market for Internet ads with online ad revenues at an estimated $80 million in 1996, growing to $4 billion by 2001.

On the other hand, it was noted that pricing frustrated advertisers and reporting based on the old media models. Indeed, the firm predicted that advertising networks -- not ad agencies -- would become the dominant sellers of Web ads. (Steinbock, 255) "In the Budweiser case, online demographics matched up with the brand's target market. But some members of the online audience were below the legal age limit. To control club membership, Budweiser relied on banner advertising and membership limits, but it also limited Tribe B. membership to individuals to 21 and over. Age disclosure was a necessary component of the Tribe B. survey. Any individuals citing their age as younger than 21 were forbidden membership in the affinity club. Still, the Budweiser site had no effective means to confirm the validity of the age disclosure. This problem had little to do with the technology; it was intertwined with issues of free speech and regulation (local, regional, national, international)." (Steinbock)

Therefore social influences in regard to advertising to minors has to be addressed. As the efforts to eliminate tobacco use and alcohol abuse by young people progress, more attention must be paid to the persuasiveness of antismoking and responsible drinking messages. Further, the intrusiveness and communication power of warnings included in product ads must be carefully assessed. Eye tracking can be a useful research method in related investigations among adolescents. (Fox)

Finally, brand managers may find separate branding is most appropriate for products that are highly differentiated from the company's other products and those of competitors. In such situations brand managers do not want consumers' corporate ad knowledge to interfere with carefully crafted brand images. Anheuser-Busch, for example, markets several products in the beer category (Budweiser, Bud Lite, and Busch) that are targeted to different segments with different images. Separate names therefore give brand managers the freedom to communicate distinct positions that are unlikely to be influenced adversely by corporate ad knowledge. Clearly, brand managers may also be inclined to use separate branding when consumers have negative or no corporate ad knowledge." (Biehal and Sheinin)

The perception by the public about alcoholic advertising is mixed. Controversy surrounds the marketing of all alcohol products. Alcohol manufacturers have been accused of advertising in media whose audiences consist largely of underage consumers. "Anheuser-Busch, and subsequently Miller Brewing Company ceased advertising on the MTV network after the FTC launched an investigation into the airing of a Schlitz Malt Liquor commercial during MTV programming targeted to teens. That airing was in direct violation of the beer industry's own marketing code, which states that beer commercials should not be placed in a show whose audience, consists mostly of underage viewers. A sampling of MTV programming revealed numerous violations of the code." (Segal)

The content of beer commercials which tend to portray beer drinkers as young, sexy, successful, and active has been criticized because that image is exactly the one many adolescents strive to project. Also, a survey found that nearly 60% of 5th and 6th graders could identify Spuds McKenzie, and more than 80% could match him with Budweiser beer "(Fox).

If brand managers are running brand advertising with high frequency and also actively seeking corporate ad effects, great care may be necessary to tease out those effects. For example, surveys could be used to measure brand attitude, brand affect, and individual brand beliefs. Then separate regressions could be run with current brand measures as dependent variables and the following three knowledge-related independent variables: (1) prior brand measures, (2) brand ad measures, and (3) corporate ad measures. Such analyses may enable brand managers to determine whether corporate ad knowledge is contributing to brand knowledge and, if so, to what degree." (Biehal and Sheinin)

Young people are particularly susceptible to image-based advertising, which is used extensively in the advertising of alcohol and tobacco products." (Fox)

Alcohol abuse has been well documented as a problem of our society. Drinking and driving is a primary cause of traffic accidents and related fatalities. MADD (Mothers Against Drunk Driving) was formed to bring attention to the human toll, including innocent victims, resulting from driving while intoxicated (DWI). Many local governments have instituted stiff penalties for DWI violations in the hope of discouraging drinking and driving. The problems associated with that form of alcohol abuse are not restricted to adults. Teenagers are involved in the most automobile crashes and fatalities, with drinking and driving being a primary cause. In fact, alcohol use is involved in half of those automobile accidents, as well as approximately one third of all homicides and suicides among teens. The public is demanding enforcement of the drinking age laws and considerable punishment for distributors who allow teenagers to obtain alcoholic beverages. Federal and local governments have been pushing for harsher penalties for teens that drink and drive.

Additional concerns have been raised about other forms of media like the print media. "Thirty percent of the readers of Spin magazine are under the age of 18, and almost one half is under 21. Yet, that magazine and others with large teen readership such as Allure, Vibe, and Rolling Stone are filled with liquor ads despite insistence by industry spokespeople that they target consumers 21 to 35 years of age." (Segal)

In response, alcohol manufacturers have included cautionary statements in print advertising to encourage responsible use of alcohol. Unlike warnings appearing on alcohol beverage containers, which are mandatory, the cautionary statements included in advertising are voluntary. Further, some beer commercials include a moderation message, such as Budweiser's "know when to say when" slogan. Beer companies have also sponsored TV segments that promote responsible drinking with slogans such as "friends don't let friends drive drunk."

Consumer behavior research suggests that brand managers may face two significant risks if they seek corporate ad knowledge effects. First, they risk adverse accessibility effects. A significant benefit of corporate ad knowledge is its potential for creating new brand beliefs, thereby building brand image. However, the new beliefs could have adverse consequences if they make current brand beliefs relatively less accessible. Adverse accessibility effects could occur if consumers find it difficult to "think past" highly accessible corporate ad knowledge to retrieve less accessible but potentially more diagnostic brand. For… [END OF PREVIEW]

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Anheuser-Busch's Budweiser PR Campaign Love.  (2003, April 30).  Retrieved December 17, 2018, from https://www.essaytown.com/subjects/paper/anheuser-busch-budweiser-pr-campaign/3291412

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"Anheuser-Busch's Budweiser PR Campaign Love."  Essaytown.com.  April 30, 2003.  Accessed December 17, 2018.
https://www.essaytown.com/subjects/paper/anheuser-busch-budweiser-pr-campaign/3291412.