In Response to Tim's post...

Tim posted about the current Rush Limbaugh vs Snadra Fluke scandal. For those that are unaware of the situation, Tim summarizes the situation very succinctly:

Sandra Fluke, a Georgetown University law student who was invited to speak to Congress by House Minority Leader Nanci Pelosi (D). Sandra had previously been denied the opportunity to speak at a committee hearing by Rep. Darrell Issa (R), who had invited all male religious figures to discuss President Obama's current push to require reproductive health needs to be covered by all employers. Rush called Sandra a "slut," a "prostitute," and a "feminazi," and suggested that she should make sex tapes "so we can all watch."

Since then, Rush has apologized for the way in which he said those things, but not actually for the things he said. Because of all this, sponsors have been running in the opposite direction. With that in mind, he asks:

What responsibility do sponsors have when choosing programming? 

This is an issue that I have been following very carefully, along with the entire birth control debate. In terms of advertisers, I believe they have a huge responsibility to choose to support programs that align with views as a company. That does mean that certain organization, like religious ones, will choose to support things that I may not agree with. However, I don't believe anyone should support any individual or group that actively promotes hatred, bigotry, or insulting people/ideas/groups/ect that are different or not fully understood.

This all honestly reminds me of the JC Penny vs One Million Moms debacle. JCP decided to have Ellen DeGeneres as their new spokesperson. The group One Million Moms (consisting of only 40,000 members) demanded that JCP drop her as their spokesperson or risk being boycott for abandoning traditional family values.

It really sickens me, personally, to see groups that are promoting a lifestyle that purposely seeks to undermine the rights of those. But those are my feelings.

What do you think about companies or groups that get involved with politics, especially unpopular opinions or hot topics? What about companies that lobby in Congress? 

Marketing to College Students

No one wants to be duped by marketers, taken in by promises of great things. Students especially pride themselves on being media savvy.  We are quick to make judgements on what marketing campaigns are cool or not, particularly in a time when when advertisers are trying to capitalize on the ever-changing internet trends.

Student Ambassadors helping move in freshman

So how can marketers target college-age students who don't want to be advertised to? By going the non-traditional route and incorporating students on campus as brand ambassadors. Students are far more likely to take product recommendations from their peers as opposed to older, out of touch executives who they believe have no interest in them aside from their money.

At the University of North Carolina, American Eagle hired students to help freshman move in. As the brand ambassadors carried bags and other things, they handed out coupons, water bottles, and pens, all emblazoned with the AE logo. They wear matching shirts and are generally helpful, nice, and welcoming. This marketing "For students, by students" has lead other companies to try to capitalize on student workers.

Target sponsored a late-night shopping trip at the same university. They bused students to the store, and gave away snacks, and provided the students with an opportunity to purchase those last minute items that you didn't bring. A student won a fridge and a year's supply of Coke. One student, who declared himself loyal to Wal-Mart, was less sure of where his loyalties were after the Target shopping night.

Marketers are eager to tap into the college age group, as they see them as a bridge. With strong connections to home and their family, they are more likely to take what brands they love at college back home. Even more important is the need to establish brand recognition and loyalty that will carry on past the college years.

With their budgets being slashed, colleges are looking for ways to provide the same student activities that they have in the past. Some are seeking sponsors, as with this Target shopping night.

The greatest issue is how colleges control this. UNC officials knew nothing of the American Eagle ambassadors.What do you think of brands advertising on campus, through student ambassadors or sponsored activities? Should colleges allow this sort of thing, or should campuses be kept as ad-free as possible?

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