Archive for April 13th, 2010

TAXES: The triumphant return of the marriage penalty … on steroids this time.

April 13, 2010

Here’s probably the quirkiest part of the selective expiration of the Bush tax cuts that Obama has baked into his budget …

Obama repeatedly promised that individuals earning less than $200,000 — and families earning less than $250,000 wouldn’t see their taxes go up by as much as a dime.

Think about that for a second …

Let’s pretend there’s an unmarried couple (boyfriend and girlfriend, or any other combination) with each individual earning $200,000.

As individuals, if Obama keeps his pledge,  they incur no additional income taxes in 2011 when parts of the Bush tax cuts are allowed to expire, and no additional “payroll taxes” in 2013 when the ObamaCare surcharge goes into effect.

But, if the couple is married and files jointly, they’d have $400,000 of family income and officially be reclassified as “rich people” … uh-oh !

By my count, their marriage penalty would be over $23,000.

Their “base” income taxes would go from $102,285 to $118,340 —  an increase in their effective tax rate from just over 25% to 30%.

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Plus, they’d be slapped with the 3.8% payroll tax on all income over $200,000.  That tacks on another $7.600.

That makes their total income tax bill $125,940 — 23% higher than if they were unmarried and filing as individuals.

Now, that’s a marriage penalty !

Rasmussen: Majority of Americans trust GOP more on Health Care …

April 13, 2010

Punchline: Voters now trust Republicans more than Democrats on nine out of 10 key issues regularly tracked by Rasmussen Reports

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Excerpted from Rasmussen: 53% Now Trust Republicans More Than Democrats on Health Care, Saturday, April 03, 2010

Following the passage of the health care bill, 53% now say they trust Republicans on the issue of health care. Thirty-seven percent (37%) place their trust in Democrats.

A month earlier, the two parties were essentially even on the health care issue.

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Which party do you trust more on the following issues?

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http://www.rasmussenreports.com/public_content/politics/mood_of_america/trust_on_issues

Used to be "enhanced water" … repositioned as "hangover cure" … now you're talking !

April 13, 2010

TakeAway:  Vitaminwater is prepared to put age-old Markstrat advice …you can bend perceptions but, ultimately, if the product does not deliver, the consumer backlash will be extreme … to the test. 

Cleverly listening to its consumers, Vitaminwater is leveraging a common use of the product – a hangover cure – for its latest advertising push.  But the lack of hard proof behind this claim has brought the ads under scrutiny from the FTC and others.  It will be interesting to watch this new usage occasion for Vitaminwater playout.

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Excerpted from WSJ, “Vitaminwater Tries Winking,” By Valerie Bauerlein, April 5, 2010

The new ad campaign for Coca-Cola’s Vitaminwater hints at a use for enhanced waters and sports drinks that is part of conventional wisdom among many college students and young professionals: hangover relief.

The ads debuted during the NCAA March Madness basketball tournament, and are part of Coke’s effort to revitalize the brand … After a decade of fast growth, Vitaminwater’s sales volume slipped 22% last year as price-conscious consumers traded down …

One of the new spots … asserts that Vitaminwater’s purple “Revive” flavor has B vitamins and potassium, and will help rehydrate you after “apparently epic nights.”

Vitaminwater’s head of marketing says that the ad never says the young man has been drinking … “He’s just had a big night … You can take away from that what you wish” …

In these ads, Vitaminwater is tapping into the idea that it’s good to replenish fluids and nutrients, no matter the reason for losing them.

Mass retailers sometimes display enhanced waters or sports drinks beside hand sanitizers and thermometers during cold and flu season. Convenience stores regularly ring up bottles of sports drinks alongside cases of beer.

Alcohol researcher John Brick says there is some science behind the idea that drinks like Vitaminwater improve hangover symptoms

Some sugars help metabolize alcohol, and ingredients such as potassium and electrolytes help re-establish healthy body function …

The FTC, in at least three cases, has brought complaints against companies touting unproven hangover cures in ads …

A spokeswoman for Gatorade, which dominates the sports-drink niche, says Gatorade doesn’t advertise itself as a cure for ailments, even in a tongue-in-cheek way. “We are focused on athletes and fueling athletic performance only,” …

Edit by TJS

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Full Article
http://online.wsj.com/article/SB10001424052702303450704575160280077022428.html

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