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- Be sure you are logged in to Padlet so your post won't be anonymous.
- Click on the + sign in your Case's column.
- Put your Name where it says "Title"
- Click the upload arrow on the left to post the pdf of your visual aid.
Where it says "Write something..."
Copy and paste:
- your 3 discussion questions
- the link to your Panopto video in the Chapter [assignments] folder

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Disclosure is Always in style Case Assignment 

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Disclosure is Always in style Case Assignment 

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Discussion Question #1
What are the advantages of an influencer rather than a celebrity in an advertising campaign?

Discussion Question #2
What practices should organizations use in the future to ensure that consumers are able to make independent and informed decisions about the products they buy?

Discussion Question #3
How does an organization's transparency affect consumer trust/loyalty?

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Product Packaging for e-Liquids video presentation 

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Product Packaging for e-Liquids video presentation 

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Capture, manage, and search all your video content.

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Discussion question #1
When one of the central organizations in the case is the Federal government which inherently should represent the general public, how does that affect the interplay between the affected organization both internal and external?

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Video Link: https://marist.hosted.panopto.com/Panopto/Pages/Viewer.aspx?id=86ac72b4-814f-4371-827c-ae3401823847

3 Discussion Questions:

1. How do think the University of Maryland could have handled the situation?

2. If you were the Chief Communications Officer for the University of Maryland, how would you have handled the situation?

3. If you worked at Fifth Quarter Fresh, how would you promote the chocolate milk more efficiently?

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Discussion Question #2
Why might e-liquid companies label their product packaging with imagery that resembles products typically used by kids?

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The FDC stated that after their message E Cigarette companies had 15 days to change their branding before threat of legal action. Do you think the speed in which they demanded the change had a positive or negative effect on public perception of them and why?

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If I worked at Fifth Quarter Fresh I would do more research in order to properly promote the chocolate milk. If more research was done on the chocolate milk in regards to what it was claiming to provide to football players then I believe it would’ve been more effective to consumers and would’ve sold more. When advertising for a new product you have to make sure what you’re claiming is true otherwise you may have an incident like this on your hands where people question your product and your overall logic.

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I believe that an organization's transparency when it comes to their products and their overall brand has a huge influence on consumers' trust and loyalty. As far as this case study goes with Lord and Taylor this is a prime example for why they need to create products for everyone and not just one specific target audience. Without a large variety of options for customers you won't have a large following, and if I’m not mistaken Lord and Taylor has closed a lot of stores due to the lack of customers, the one in my mall is now a vaccination site. This shows that transparency and targeting a larger audience creates more brand loyalty.

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E-liquid companies may label their product packaging with imagery that typically resembles products used by kids because it targets a younger audience. Typically tobacco and other products were used by people in their twenties and older. Tobacco companies were losing a tremendous amount of business because younger people weren’t interested in using tobacco or other substances such as cigarettes and their customers were quite literally dying off. However, they took the opportunity they got with e-cigarettes and ran with it because doing so caused the creation of liquid nicotine and helped them cater to a younger audience with the creation of their child-like packaging and flavors. This type of advertising is genius because it did in fact take to a younger audience, however most of the products weren’t FDA approved and caused many health concerns.

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Whoever's idea it was to have the study conducted at the same University they're paying to promote their product at should be fired, and probably was. Even Fifth Quarter Fresh's pitch sounds highly suspect: football players who consume this product will show improved cognitive ability and motor function through the season. To me, this reads as some 19th century crack pharmacist's cure all remedy for any and all maladies with the help of 5mg of pure cocaine, not mentioned in the ingredients of course. When confronted by journalists and the general media, the University of Maryland did not have a completely transparent flow of information and records, only speaking to select established new organizations. The pinnacle of this debacle was seen with the discovery of funds accepted by the University of Maryland from Fifth Quarter Fresh in the midst of an investigation reviewing the veracity of the company's claims concerning its post game beverage. If I were the University's Chief Communications Officer, I would have denied the transfer of funds from Fifth Quarter and immediately pull any promotion of the product by the school.

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I can understand L&T's employment of influencers rather than celebrities because influencers are consumers themselves and can convey more sincerity and relatability to the average person. I see it everyday scrolling up and down my instagram feed, the words "sponsored content." This is common practice for companies posting ads on social properties so why L&T decided not to make that small addition seems like a discourtesy to their customer base. It seems like a small thing, and while watching the video presentation I found myself wondering what the issue was. It probably wouldn’t bother me if a company I liked did the same, but after overanalyzing the situation I realized that today's young adults and youth (L&T's target audience) care almost more for the values and conduct of the company more than how they choose to promote their products.

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Overall, more information should’ve been disclosed, The University of Maryland could’ve been more clear in the information they disclosed and if I was the Chief Communications Officer, I would’ve been more clear and I would’ve taken the steps to avoid a situation like this. If I worked at Fifth Quarter Fresh, I would’ve been more open about the product.

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Overall, more information should’ve been disclosed, The University of Maryland could’ve been more clear in the information they disclosed and if I was the Chief Communications Officer, I would’ve been more clear and I would’ve taken the steps to avoid a situation like this. If I worked at Fifth Quarter Fresh, I would’ve been more open about the product.

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The difference between an influencer and a celebrity doing an advertising campaign is an influencer often puts their own spin on things and they aren’t as directed as someone doing an advertising campaign. When someone is directly doing a campaign, the company tells them exactly what to do.

Organizations should practice full disclosure and exposure of detail regarding the product so that consumers know exactly what they’re getting into.

An organizations transparency is important when it comes to their customers loyalty and trust because people want to invest in companies that tell the truth and are upfront about what is going on. People don’t want to put money into something they don’t know about and have no information on. People will continue to be loyal if they know they can trust the company and know exactly what they’re getting.

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When the Federal Government is involved, it effects both internal and external aspects of the situation because the fact that this happened makes people feel like they can’t trust what is being but it’s confusing because they’re supposed to be able to trust what’s being said when the Federal Government is involved.
E-liquid companies package their products like this to catch people’s attention and influence younger people that don’t understand what they’re getting into.
I think this had a positive effect on the public perception of them because it gave the companies a wake up call & it showed which companies were willing to make a change in a short amount of time.