Portfolio Articles Analysis

 MRKT20052 Assessment 1

Portfolio Articles Analysis



Student Name:

8/19/2019

Student ID:
Campus:
Word Count: 1252
Reference Style: APA



 
Table of Contents
Article One	3
Summary of the key issues	3
Importance of the issues	3
Implications of these issues from marketing perspectives	4
Article Two	5
Summary of the key issues	5
Importance of the issues	5
Implications of these issues from marketing perspectives	5
Reference List	7











Article One
Name of the article: How social media is helping Big Tobacco hook a new generation of smokers
URL:	https://theconversation.com/how-social-media-is-helping-big-tobacco-hook-a-new-generation-of-smokers-112911
Summary of the key issues
This article highlights how social media big tobacco marketing is creating a major negative impact on youth. It is written in the article that tobacco companies organize promotional events in some big cities like Rio de Janeiro, Cairo, Jakarta, and Milan for attracting young generations for their tobacco products (Kozinets, 2019). This event is affecting the lifestyle of the young generation of these cities negatively. The key issue of this event is that the tobacco companies are using social media platform for promotional campaigns as this platform is highly used by the young generation. These campaigns are designed in such a way that can attract the highest number of young influencers who will purchase tobacco products. Tobacco companies use this platform to connect with the young generation more and increase their product sales (Kozinets, 2019). These campaigns encourage the young generation to consume tobacco products. The author of the article mentioned that the tobacco companies catch the recent market trend and as a result young people are becoming their target customers. The young people are using social media platform and share photos of tobacco sponsored adventures with their social media friends and their followers. But this has become a major concern as the followers of the young people can be much younger so the entire society is being targeted of the tobacco companies.  
Importance of the issues
This issue is very important as it showcases the loopholes of social media marketing as the tobacco companies aim to convince young people to buy tobacco products (Apollonio & Glantz, 2016). This issue is important as the government of the big cities cannot prevent these tobacco companies in using social media platform for promotional purpose of their product and targeting young generation. The global smoking rate is increasing day by day. Tobacco companies recruit nano-influencers in Indonesia and the Philippines. These influencers are mainly followers of young people. They ask them to post about their tobacco-sponsored adventures (Dunlop, Freeman, & Jones, 2016). The regulatory board and legal authorities of the mentioned countries cannot stop these activities as the tobacco companies are spreading their business enormously.
Implications of these issues from marketing perspectives
In terms of marketing perspectives, the role of the marketing people is to educate people about the role of social media in daily life. This marketing platform has no filter thus any company can use social media platform to promote their products just like the big tobacco advertisements (Soneji, et al., 2018). The article showed how big tobacco hooks young generation smokers using the social media platform. These companies use creative ad campaign like K Player and RedMoveNow. The interesting fact of these issues is that the companies use social media as promotional channels and add attractive content so that this ad campaign drags the attention of the young generation. They are successful in targeting their target customers easily to increase their revenue. The regulatory and legal authority need to be strict in these advertisements and promotional campaigns of tobacco on social media. They must ensure that the tobacco companies should avoid exposing these ad contents to the minors and young age people. The stakeholders are mainly government, regulatory bodies, young people, and tobacco companies. The government and regulatory bodies of the above-mentioned countries are facing some pressures from society against these ad campaigns on the social media platform. These issues harm young people and encourage them to accept an unhealthy lifestyle. Tobacco companies are getting benefits and earning profits but their marketing activities can be restricted after mentioning such issues regarding the disadvantages of smoking (Kozinets, 2019). Thus, these issues have major impacts on the relevant stakeholders. 
 




Article Two
Name of the article: The kind of Authenticity Customers will Pay More For
URL: https://hbr.org/2019/06/the-kind-of-authenticity-customers-will-pay-more-for
Summary of the key issues
The article showed the perception of consumer towards authenticity. Customers categorized prod