Chapter 17 Advertising and Public Relations

  Monster Cable uses various types of media to advertise their products. Television & Magazines are two of the main mediums that are used for Monster's advertises. Although product advertising is used on both mediums, each conveys different approaches when introducing their products. In their magazine ads, Monster makes sure to list some sort of brief specification to their product without being to technical, as well as images of the device. Most magazine ad are placed in magazines that specialize in music and electronics. However in their television commercials, Monster's advertising objective appears to focus more on the product being an accessory for everyday activities, such as seen in their advertisement for Beat by Dre. New commercial focuses on several individuals going about their normal routines while using their Beats headphones, be it skate-boarding or exercising. Music is another way of advertising that Monster uses. In the hit song "BOOM,BOOM,BOOM" by The Black Eyed Peas, rapper Will.I.am is heard is heard saying "I be rocking them Beats" repeatedly referring to the Beats headphone. This part of the song also appears in the commercial for Beats by Dre.

  Managing their companies reputation is very important to Monster Cable, however they have received unfavorable publicity in protecting their establish brand name. Monster Cable began suing companies that use the name "Monster" or "Cable" for their own companies. Monster Cable felt that the other companies profited from their brands reputation, even if the company in no way are competing in the same industry. While large companies such as the job search website Monster.com and beverage company Monster energy drinks may be able to settle their lawsuits, smaller companies were not as fortunate. Monster Mini Golf is a small company that develops miniature golf courses in local communities. However the impending lawsuit would have put the mini golf developer out of business, but luckily the general public intervened. Monster Cable started to be viewed by the public as a "corporate bully", and people began protesting Monster Cable. In response to the protest, Monster Cable dropped their lawsuit with the mini golf developer.