Chrysler’s Jedi Mind Trick: “Let’s Refuel America” - $2.99 per Gallon Gasoline Guaranteed for Three Years
Chrysler’s new campaign “Let’s Refuel America” gives customers that buy one of its cars a guarantee that will ensure them gasoline at $2.99 per gallon for the next three years (CarReview.com, 2008). This is such a great idea - hats off to the marketing team that came up with this campaign. The fact is that consumers still ends up having to shell out more money since Chrysler is way behind in the fuel-efficient car category. Just check out this Consumer Reports article that breaks down the financial aspects related to purchasing a Chrysler instead of more fuel-economic cars. A consumer could purchase a hybrid Honda, which is the only company that actually turned a profit this last fiscal cycle, and save a lot more money. Besides, Chrysler has announced that it will shutdown its factories for two weeks this July just to cut costs (NPR, 2008)
That’s all fine though…the marketing was great…and even though Consumer Reports found holes in the plan I don’t think this is a tough one to push past a sizable amount of consumers. This campaign sure sounds less shady than the ‘employee pricing’ ploys.
I just wish American auto manufacturers modernized their advertising a bit…we’ve been watching the same commercials for the past two decades: A shiny car that speeds through back roads and handles curves with ultimate precision…all to a great all-American soundtrack featuring some flavor a bad-ass classic rock jam. And let’s not get started on the truck commercials! The new Acura commercials are a good example of a change of pace, they highlight lifestyles that appeal to their target market - hip 25-40 year olds that strive to achieve a balance between luxury, sport, and fun.
This article made me laugh: Why Local Car Dealers Ads Suck
Wal-Mart: Mind Control Advertising
I was driving to the office this morning, listening to funny morning shows on the radio as usual, and forgot to switch stations when the commercials came on. Before I knew it I got hit by a blatantly forward (and shameless) punchline: “Spend your paycheck at Wal-Mart.” For the remainder of the day I couldn’t get this out of my head - There is just something awkwardly eerie about this no-nonsense demand - my mother doesn’t talk to me like that!
Wal-mart is the world’s biggest company according to Fortune’s top 500 and in the top three of the world’s most extendible brands according to Cheskin’s Brand Extendibility index. Wal-Mart has gained its high rankings by being ridiculously affordable through immense economies of scale, the more consumers purchase their cheap goods the more value they will receive - like the addition of high-quality organic foods.
Back to Mind Control - This company is so confident with its brand’s positioning that they can get away with just about anything…they have already banned labor unions, taken advantage of cheap foreign labor, and forced supplier ultimatums.
And the Question … Is this the brand positioning climax?
Ethics in Fundraising
In its everlasting quest to receive funding, a nonprofit organization may be faced with various ethical concerns. Three areas that are particularly liable to ethical issues are:
1. The Sources of Funding
2. The Socio-Political Location where funds are applied
3. The Specific Causes that receive collected funds
1. The Sources of Funding
In an attempt to increase community goodwill and gain good P.R. points, a private company may choose to donate money to a nonprofit. It is important to the stability and success of the nonprofit to screen the monies received from corporations - as opposed to accepting all incoming donations.
Example: Gold Rush Casino donates money and forms a strategic partnership with the local Counseling Center for Gambling. The deal turns sour for the Counseling Center when the casino is accused of defrauding and taking advantage of slot machine users. The local community may very well correlate the Casino’s actions with the reputation of the well-intending Counseling Center for Gambling. The Center then stands to lose it’s members’ support - then sponsorships - then operating funds - and the rest is history.
2. The Socio-Political Location where funds are applied
While conducting fund raising rallies and drives, nonprofits must consider the possible adverse effects of cultural misconceptions. Failure to realize the receiving community’s cultural values, norms, literacy rates, religious beliefs, and other sensitive topics can be disastrous to the organization’s operations. It is important to be as diplomatic as possible so as to avoid community resentment; furthermore, it is crucial to conduct well-rounded market research to confirm the viability of serving any particular community or cause.
3. The Specific Causes that receive collected funds
Another issue that can create an ethical dilemma is the allocation of donated funds without proper planning. Some corporations may want their contributed funds to be used solely for a particular purpose and possibly in a manner that is not in line with the nonprofit’s mission. Such a case requires special attention from the nonprofit’s officers - it is vital to the organization’s sustainability to remain ethical and maintain the integrity of the organization’s mission. Improper allocation of funds will create discontent sponsors and donors and as a result funding becomes compromised.
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