1

Elliott Hochstein
IMC Lab #3

Organization

The Lebron James Family Foundation is the organization. The Lebron James Family

Foundation is an inspiring non-profit organization that helps thousands of children receive proper

education early in their lives to help them follow a path to success. It gives families in need

resources they need to be on the right track.

Advertising Functions

Advertising is believed to be very valuable to almost all companies. It usually can be

influential to current and potential customers. A great way to describe how advertising helps is

by looking at the advertising functions. There are five advertising functions, informing,

influencing, reminding and increasing salience, adding value, and assisting other company

efforts. Imagine being a very poor mother with multiple children, living in Akron, Ohio, working

all the time and it still doesn’t feel like it is enough. It could be life-changing for that family to be

informed about the Lebron James Family Foundation through any kind of advertisement that

could be presented to them. Then that family could pursue assistance of all sorts from the

foundation. That is important function of informing. The next function, influencing, can

exemplified through the foundation. When the students who attend the foundation’s “I

PROMISE” school, they are offered full ride scholarships to the University of Akron. "We have

so many options, and I just know that so many kids in my community just don't have many

options," James said. Through successful advertising, the foundation could influence these kids

to take up that opportunity in order to fulfill the foundation’s mission of giving families relief.

Using advertising with children in them looking happy and healthy is a good way of completing

the reminder function for consumers. The children remind the consumer what the foundation can
2
Elliott Hochstein
do their children if help is in need. Parents are usually willing to do a lot for their children so this

a strong way of reminding. I believe the fact that this foundation is willing to pay for the tuition

of any ex-student of the I PROMISE school is a terrific way of adding value when this concept is

advertised by the foundation. When free tuition to a university is advertised, that may make

families more likely to join the I PROMISE school.

A Deposit in the Brand Equity Bank

This is a saying because advertising can enhance a brand’s equity and increase sales. It is

important to note that not all advertising represents a deposit in the brand equity bank, only

advertising that is strong. So, to invest in advertising is not a bad idea at all usually. It was put in

a great way like this, “Advertising allows your consumer to see what you have to offer. It

provides the consumer with an intrinsic reassurance that buying your product or doing business

with your company will make everything ‘okay.’” (Fisher-Garcia, 2016). The more that the

Lebron James Family Foundation advertises in Akron, Ohio, the more locals can be helped when

they realize what the foundation can do for them.

Example Advertisement

This advertisement listed in the appendix, is a very beautiful and effective advertisement

from the Lebron James Foundation. It is informing about the roots of the foundation and the

situation in Akron, Ohio. It uses the inclusion of the great Lebron James which attracts so many

people just from that. The advertisement uses tons of children showing how happy they are

hanging around the foundation. The advertisement is very wholesome and heart-warming which

revolves around the foundation perfectly.

3
Elliott Hochstein
Apendix

https://www.youtube.com/watch?v=Jf-zZk6RnF4
4
Elliott Hochstein
Citations

Martin, J. (2020, February 13). Inaugural class at LeBron JAMES' school to receive free tuition

to Kent State. Retrieved February 26, 2021, from

https://www.cnn.com/2020/02/13/us/lebron-james-i-promise-students-kent-state-free-

tuition-trnd/index.html

Rgvisionmedia.com. (n.d.). Retrieved February 26, 2021, from

https://rgvisionmedia.com/companies-invest-advertising/#:~:text=Advertising%20allows

%20your%20consumer%20to,will%20make%20everything%20%E2%80%9Cokay.

%E2%80%9D