Chapter 17 - Advertising and Public Relations

Ben Stiller in Meet the Fockers

Advertising is a key element of Marketing/Business. A new business needs to elevate itself in order to be noticed. Otherwise, it would pass sooner or later because of the lack of brand awareness. Advertisement attracts attention and brand recognition; more importantly it affects customers everyday by informing them about certain products, which affects their beliefs and attitudes towards the company. However, advertisement is quite important in the way we perceive a business. After a business established its clientele, not every business stresses importance of having a large advertisement budget.

Sandra Bullock in Miss Congeniality

Starbucks is one of those companies that do not follow aggressive advertisement strategies. Today, the coffee company mostly promotes itself through their logo and cups that have a high recognition value and are seen everywhere in NYC and all around the world. Moreover, the brand appearances not only in every day life but also in the Media and in association with celebrities, promotes the company subconsciously and free of charge.

Tom Hanks in You've Got Mail

Starbucks uses in store advertisement mainly for their products. They also have a seasonal media schedule where the company advertises a specific beverage that is more likely to be purchased during that specific season of the year, for example the "Pumpkin Spice Latte" which is highly marketed at the moment. Nonetheless, Starbucks is more concerned about institutional advertisement, to point out what Starbucks is about the experience.