Marketing Assignment - BBI - Ms. bey | January 16, 2017

Controversial Advertising
Calvin Klein: A Case Study

Article Summary

This article talks about how models are beginning to be sexualized at a young age in advertising. There has been an increasing amount of models being hired at a young age. This trend focuses on the youth and how they pose beauty and fashion. Calvin Klein has entered into this kind of advertising and controversy has never been better for the company ever since. It started in 1980, when a 15-year-old girl, Brooke Shield purred the words “Nothing comes between me and my Calvins.” Then in 1995, a campaign for Calvin Klein Jeans had taken it too far.  The advertisement had models who were young as 15, tried to mimic a “picture set” pornography of the ‘60s.

Images portrayed “Pornographic”

Images 1,2, and 3 can be easily identified as pornographic. According to the Criminal Code of Canada Definition of “Child Pornography,” any ‘sexual depiction of the sexual organ of a person under the age of eighteen is considered pornographic.’ Images 1 and 2 shows a boy and a girl laying on their back with their crotches shown. In my opinion, I find this too revealing and could be a sensitive topic for all ages. Many others could feel uncomfortable with this image. Unlike images 1 and 2, image 3 shows a boy ripping his shirt off revealing his naked chest. This could show an act of sexual engagement. An “aggressive” form of behavior when having sexual intercourse depicted in films. The last 3 images show children in Calvin Klein underwear. These images could be “pornographic” but it seems there is no intention of showing any explicit things. I guess the children were getting photographed playing around with Calvin Klein branded underwear, just to promote the clothing without any intentions of pornography. These images seem harmless and many advertisements today show many young kids with underwear on, mainly for the emotional appeal.

1. Logos Types and Investigation

Text Logos	Answers
What is a text logo? When would it be appropriate to use this kind of logo? When would it be inappropriate to use text logo? Provide three examples of text logos. If possible, provide a graphic image of these logos.	A text logo is largely made up of text with some graphic elements like lines, borders, and boxes that surround, interact with, and form the letters. It would be appropriate to use a text logo when your company name is too long and cannot be abbreviated, company offers different types of products or services, and if the logo will remain the same. It would be inappropriate to use a text logo when the company name is too complicated to read or understand. BBC Amazon Kleenex
Symbol Logos
What is a symbol logo? When would it be appropriate to use this kind of logo? When would it be inappropriate to use this symbol logo? Provide three examples of symbol logos. If possible, provide a graphic image of these logos.	A symbol logo is only made up of different symbols, images, and shapes that does not include words or letters. It would be appropriate to use a symbol logo when your company is already widely known, you have a global company so a symbol logo will mean many things to different cultures, and it fits within your industry. It would be inappropriate to use a symbol logo when you just started your company and using a symbol logo will be hard for consumers to recognize you. Mitsubishi Pepsi Shell
Combination Logo
What is a combination logo? When would it be appropriate to use this kind of logo? Provide three examples of combination text and symbol logos. If possible, provide a graphic image of these logos.	A combination logo is when you combine both a symbol and text logo together creating a combination of both. They can be integrated together or side by side. It would be appropriate to use a combination logo when you want your logo graphic to tell what or who your company is and your company name to tell who you are. If you are a small to medium sized company then it will help with brand recognition. The combination logo will be easy to trademark because your symbol logo will be backed up by your text logo. Doritos Domino’s Pizza Lacoste

3. Think of an idea for a new type of toy or candy. Create the name for the product and a memorable logo.

Marshmallow-Cub is a toy made for kids who enjoy a little stuffed animal giving them a small companion. Marshmallow-Cub has similar features of a real marshmallow like being soft, and squishy and having a similar warm feel texture. The little cub (young bear) adds to the cuteness of the toy and can be easily recognized as a stuffed toy.

Chapter 8: Marketing - Logos and Slogans | December 16, 2016

Company	Logo
Tim Horton’s
Cineplex
Esso
Shopper’s Drug Mart
Yellow Pages

1. Five characteristics of a good slogan are:
   
   1. New and different than the rest (Tell your audience what makes your business unique)
   2. Short and simple (It’ll get more attention, as longer slogans may be too complicated)
   3. Make it consistent (If you have a business on cooking, don’t create a slogan on cars)
   4. Make it your own (By your slogan alone, your audience will know it’s your business. For example, “Finger lickin good” is KFC)
   5. Know your audience (Make sure your slogan will make sense to your audience. If there is some kind of reference, make sure your audience will get it)
   
2. When developing a slogan you should always avoid making the slogan too long. It can make your slogan confusing or boring. Make sure it’s about your product/service. Make sure your slogan doesn’t sound like every other slogan, make it unique. Avoid lying. Lying about your product/service will hurt your business if expectations aren’t met.
   
3. Think Different. - Apple. This slogan became successful because it was short and powerful. The slogan only contained two words but had a lot of meaning. “Think different,” could mean being different from the rest of the crowd.
   Eat Fresh. - Subway. This slogan tells the audience that all the food being made are fresh and not processed. The slogan ensures that the food is of the highest quality.
   Finger lickin good. - KFC. This slogan can attract audiences, ensuring that their food tastes better than the rest. It adds humor to the business that they really make good food.
   Have it your way. - Burger King. This slogan tells the audience that they could make or change the burger if they wanted to. They don’t have to order something that is already made for them, which some people may like.
   M’m, M’m good! - Campbell. This slogan is really simple and is an onomatopoeia. This is usually referred when something tastes good. This slogan is easily recognizable and successful.
   
4. Five characteristics of a good logo are:
   
   1. Make it simple (You don’t have to be overly complicated to get your point across. Adding more might make your logo look bad)
   2. Matches your business (Make sure the logo represents your business. The audience should know that it is yours)
   3. Colour matters (Colours can set the mood of the logo. Using dull or bright colours could affect your logo)
   4. Negative space (If you can add one, then do it. If you manage to make something out of negative space then it would add to the surprise factor for your audience)
   5. Timeless (Logo has to look relevant and be relevant for your audience. It has to look the part for today. There are many trends and they come and go)
   
   
5. When developing a logo you should always avoid using dull colours, like a brownish green or a neon color that is really bright. It could make your logo look really bad. Also to try not to add so many things on your logo so it won’t confuse your audience and so that it would appeal to them. Just like a slogan it has to be consistent, so it should represent your business as a whole.
   
6. FedEx Logo
   
   The FedEx logo rather looks plain and simple, but the use of the negative space that was created between the “E” and the ‘x” actual creates an arrow sign. This subtle “arrow” makes the logo far more complex than what it is. The arrow can show a forward direction (shipping), speed (shipping time), and accuracy (shipping on time).
   LG Logo
   
   The LG logo is cleverly made and also recognizable. Apart from the printed letters “LG” to the left is a “face”. Using the letters “L” and “G”, LG has created a logo that is simple but eye catching.
   
   Burger King
   
   The Burger King Logo is easy to understand, recognizable, and simple. The two “buns” on top and on the bottom of the words, “Burger King” shows that is a burger especially with the text being red showing that it is “meat”. After all, they do sell burgers, so the logo is pretty recognizable by all and is successful.
   
   
7. Assignment
   
   This candy product/business is called Sweet-Tots. The logo represents a smiling child, some candy, and a light blue circle background. As the name suggests, “Sweet-Tots” (tots meaning toddlers) have a target audience for kids who love sweets. A smiling kid in the background will get their attention. The kid shows a friendly and welcoming expression which could be eye catching to the audience. Since this is a candy product/business there are sweets in the background showing the delicious treats. The light blue circle completes the logo having eye-popping and well-blended colours, making it look like a cartoon which may appeal to the audience (children). The slogan can appeal and impact anyone. “Craving sweets?” just tells the audience if they are interested in some candy and draws them in where to get them. “You’ll be wanting more!” means that whatever Sweet-Tots delivers will be very rewarding for the audience and that the candy is too hard to resist.
   
8. Effective Logo Design
   
   This logo represents Strings new thin and lightweight racket. Strings descriptions say, “the racket uses a strong alloy and carbon fibre and uses a new revolutionary string.” Without making the logo overcomplicated with an actual “revolutionary hollow string” the logo represents the racket’s weight by adding feathers to the racket. Feathers are light and quick and so they add to the thin and lightweight racket. The grey circle background shows the “sturdiness” to the racket. It says that the racket “has a strong alloy and carbon fibre”, and a grey background tells the audience how tough the racket is (grey being like a metal). One last feature of the logo is the striped lines on the company name, Strings. This could show the speed of the racket, the sportiness of the product, how light the racket is, or the new revolutionary hollow string.

Employment Standards Act | December 6, 2016

General

1. The purpose of the Employment Standards Act is to establish rights and responsibilities of both employers and employees in Ontario workplaces. ESA provides employment standards, such as public holidays, hours of work, minimum wage, vacations and other standards.
2. People who are not covered by the ESA are: police officers, people who do community participation under the Ontario Works Act, 1997, employees that fall under jurisdiction, such as banks, post offices, the federal civil service, airlines, radio and television station and inter-provincial railways, people who hold political, judicial, religious or elected trade union offices and individuals performing work under a program approved by a college of applied arts and technology or university.

Record Keeping

1. All employers are required to keep written record on their employees.
2. On a written record, employers must include: the employee's name, address and starting date of employment, employee’s date of birth if employee is under 18, hours worked by the employee each day and week, retention of vacation time records, retention of written agreements to work excess hours of average overtime pay, retention of vacation pay records, homeworker register, all documents relating to an employee’s health and family problems and information contained in an employee’s wage statement.

Minimum Wage

1. Minimum wage laws do not apply to secondary school students performing work under a program authorized by the school board, student in training for a certain occupations such as law, optometry, medicine, architecture, and professional engineering, persons employed as a student to instruct or supervise children and persons performing work under a program approved by a college or university.
2. The “Three-Hour Rule” is when an employee who regularly works more than three hours but works less than three hours, must be paid whichever the amount is the highest.
3. The minimum wage for general workers in Ontario is $11.40 per hour.

Hours of Work

1. The maximum required hours of work for employees are 8 hours daily or 48 hours weekly.
2. An employee can work more than 60 hours in a week only when there is an agreement between an employee and an employer or an approval from the Director of Employment Standards for excess weekly hours.
3. An employee is entitled to overtime pay when they have agreed to longer workdays or work weeks after they have worked 44 hours in a workweek.
4. An employee can’t work for more than 5 hours in a row without getting a 30-minute eating break. If both the employee and employer agree then the employee can get two breaks within the 5 hours. But the meal breaks must add up to 30 minutes.
5. The employer does not need to give employees coffee breaks.
6. An employee must have at least of 11 consecutive hours of work each day.
7. An employee must have 8 hours of work between shifts.
8. An employee must have 24 consecutive hours off work each work week.
9. There is nothing in the ESA that says that employees who work on Sundays, or late at night get paid more.
10. Managers and supervisors do not qualify for overtime pay. Even if they were to do some special task they are not entitled to get overtime pay.
11. Overtime Pay - Overtime pay is 112 times the employee’s regular pay.
12. An employee receives overtime pay when they have worked 44 hours in a workweek. If they exceed this then they get overtime pay.
13. An employee can get paid time off instead of overtime pay if the employer has an agreement with the employee.
14. Someone on a fixed salary can receive overtime pay if they for all non-overtime hours up to and including 44 hours a week. So after the 44 hours, the employee who is on a fixed salary is entitled to overtime pay.
15. If an employer does not follow the ESA than the employee can call the Employment Standards Information Centre and file a complaint.

Public Holidays

1. Ontario has nine holidays considered ‘paid holidays’:

• New Year’s Day
• Family Day
• Good Friday
• Victoria Day
• Canada Day
• Labour Day
• Thanksgiving Day
• Christmas Day
• Boxing Day (December 26)

2. If an employee agrees to work during a public holiday, then they could get paid by a premium pay for all the hours they worked on the holiday and not receive another day off, or get paid their regular wages for all hours they worked on the holiday and receive another substitute holiday.

Vacation

1. An employee is entitled to vacation time after working with an employer for 1 year.
2. An employee is entitled to two weeks of vacation time after working for 1 year with an employer.

Termination

1. After 3 months of consecutive service, an employer must provide the employee with a written notice of termination, termination pay or a combination of both.
2. Two examples of reasons that an employer can’t use to terminate someone are: employees exercising a right under the ESA, and an employee asking a question about the ESA.
3. If an employee has been working for 3 months, but less than a year then the employer must give a notice for 1 week.If an employee has been working for 1 year, but less than 3 years then the employer must give a notice for 2 weeks.
4. An employee is entitled to notice of termination if they have been employed for at least three months.
5. Termination Pay - If the employee does not receive a written notice, then they are required to be given a termination pay. Termination pay is equal to the regular wages for a regular work week.

Equal Pay for Equal Work

1. Equal pay for equal work means that men and women are to receive equal pay for performing substantially the same job. This means that the work is fall under the same category, requires the same skill, effort, and responsibility and performed under similar working conditions in the same work area.
2. There are exceptions when it comes to Equal pay for Equal Work:

• Seniority System - If an employee with greater seniority than another employee of the opposite sex may get paid more
• Merit System - An employee may get paid more based on their merit if the pay rates is based on a person's merit
• Measures earnings by quantity or quality of production - An employee may get paid more if the pay rates are based on a system that measures how much the employee produces or the quality of what they produce.