*Chapter 4*
Q1: How do communication and marketing objectives differ?
A: Communication objectives are the objectives for advertising and promotion.
Q2: What is market segmentation?
A: The process of identifying certain purchasing groups based on their needs, attitudes, and interests.
*Chapter 5*
Q1: What type of research does anthropology, sociology and psychology fall under?
A: Qualitative
Q2: What are the goals of advertising?
A: Build brand image, Inform, Persuade, encourage action, and support other marketing efforts.
*Chapter 6*
Q1: What type of appeal would a home security system fall under?
A: Fear
Q2: What structure of advertisement is buy now and tell your friends to visit our store?
A: Action to take
*Chapter 7*
Q1: What are the three message strategies:
A: cognitive, affective and conative
Q2: Which executional framework goes beyond reality
A: Fantasy
Thursday, May 28, 2009
Wednesday, May 27, 2009
Personal Drive Analysis
I am doing my personal drive analysis on one of my friends.
My friend is an African American female and will remain anonymous. She is 22 years old, works two jobs one in retail and one at a restaurant. Her income is fairly stable but she hits a few rough patches at times. She has a 2 year old daughter and they live in a nice apartment complex.
Her personality differs with people she knows. If she does not really know a person she may seem a little quiet or stand offish. To people she knows on the other hand, she is a very outspoken person to say the least. She values family and is very close with hers. More of her values include her relationship with her daughter, friendship, time, money, and being a Christian. She has goals of finishing up school with hopes to work in the field of Criminal Justice in Atlanta.
More on her personality...She loves to read books and not so much magazines. She loves fashion and is always shopping for her and her daughter. She is not brand loyal to anything in particular. For fun she likes to go to the movies, play with her daughter, hang out with the girls, and occasionally go to a club.
My friend is an African American female and will remain anonymous. She is 22 years old, works two jobs one in retail and one at a restaurant. Her income is fairly stable but she hits a few rough patches at times. She has a 2 year old daughter and they live in a nice apartment complex.
Her personality differs with people she knows. If she does not really know a person she may seem a little quiet or stand offish. To people she knows on the other hand, she is a very outspoken person to say the least. She values family and is very close with hers. More of her values include her relationship with her daughter, friendship, time, money, and being a Christian. She has goals of finishing up school with hopes to work in the field of Criminal Justice in Atlanta.
More on her personality...She loves to read books and not so much magazines. She loves fashion and is always shopping for her and her daughter. She is not brand loyal to anything in particular. For fun she likes to go to the movies, play with her daughter, hang out with the girls, and occasionally go to a club.
Tuesday, May 26, 2009
The Persuaders 1-6
Blog 3:
Because we do live in a world of clutter and it is so main stream I think that people deal with it by ignoring it. When too much information is coming at a person they tune it out until you see the one the catches your eye. As far as marketers, there is not much to do to cope with clutter. All they can do is keep advertising because the minute they stop competition will knock them out. The future of advertising lies in innovation. Its all about coming up with new ways to get your message out and to hook your customer. The role branding plays is to keep your customer. This is done by providing quality assurance and will reduce brand parity making it easier for companies to switch their ads up because they know their customer will remain. Something I see and am brand loyal to is Dove soap.
Blog 5:
1. Rapaille's reasoning for why people buy what they buy is something I could possibly go along with and maybe even agree more if I could actually see the "code". But the way of thinking he says people go through I definitely agree with. I find myself wanting things that are higher priced or just seem to be better just because. In Rapaille's group they discussed the words used for luxury products and that to may be a reason for why people buy what they buy. I think he has really good ideas and knows what he is talking about, I would just like to see an actual code and what they exactly say.
2. I do agree with Frank that a word or words can pinpoint certain ideas or beliefs. Also, it can persuade people in one way or another. Words are very important and can be manipulated to get people to think or feel a certain way. As far as me and voting, advertising plays a huge role. I mainly see the short commercials that are played during campaigns rather than hearing the canidates talk themselves. So small, short words persuade me for certain parties.
3. Narrowcasting is a way to directly target the customers you are trying to reach. This is done by their system that can see where people spend their money and their interests. This as stated in the video will help eliminate clutter. I see this being really big in the near future because people buy with credit or debit so much that any purchase can be tracked and kept on file. This will make it easy for marketers to send out ads geared directly to past purches and showing customers other things they may like based on these purchases. An example of this would be, when I started ordering clothes online from certain stores, I all of a sudden began to recieve clothing magazines with the same style clothing as I had previously ordered.
Because we do live in a world of clutter and it is so main stream I think that people deal with it by ignoring it. When too much information is coming at a person they tune it out until you see the one the catches your eye. As far as marketers, there is not much to do to cope with clutter. All they can do is keep advertising because the minute they stop competition will knock them out. The future of advertising lies in innovation. Its all about coming up with new ways to get your message out and to hook your customer. The role branding plays is to keep your customer. This is done by providing quality assurance and will reduce brand parity making it easier for companies to switch their ads up because they know their customer will remain. Something I see and am brand loyal to is Dove soap.
Blog 5:
1. Rapaille's reasoning for why people buy what they buy is something I could possibly go along with and maybe even agree more if I could actually see the "code". But the way of thinking he says people go through I definitely agree with. I find myself wanting things that are higher priced or just seem to be better just because. In Rapaille's group they discussed the words used for luxury products and that to may be a reason for why people buy what they buy. I think he has really good ideas and knows what he is talking about, I would just like to see an actual code and what they exactly say.
2. I do agree with Frank that a word or words can pinpoint certain ideas or beliefs. Also, it can persuade people in one way or another. Words are very important and can be manipulated to get people to think or feel a certain way. As far as me and voting, advertising plays a huge role. I mainly see the short commercials that are played during campaigns rather than hearing the canidates talk themselves. So small, short words persuade me for certain parties.
3. Narrowcasting is a way to directly target the customers you are trying to reach. This is done by their system that can see where people spend their money and their interests. This as stated in the video will help eliminate clutter. I see this being really big in the near future because people buy with credit or debit so much that any purchase can be tracked and kept on file. This will make it easy for marketers to send out ads geared directly to past purches and showing customers other things they may like based on these purchases. An example of this would be, when I started ordering clothes online from certain stores, I all of a sudden began to recieve clothing magazines with the same style clothing as I had previously ordered.
Tuesday, May 19, 2009
Homework 2: Store Visit
The store I visited was Victoria's Secret.
The over ambiance of the store is brightly lit with spot lighting to accentuate key items. The store is also split in two areas, Victoria's Secret and Victoria's Secret Pink. The consumers I noticed shopping was anybody from teens to middle age adults. Most seemed to look middle class yet still a few college students who probably come from middle classes. The sales associates there are very friendly and helpful. If I could have bought one product today I would have bought the new Biofit 7-way bra.
My current impression of the brand is a young woman who wants to feel sexy about herself, has a fun attitude. She is middle class and a career woman and in the pink section which is a more college driven line I see college students with minimal budgets and want to be cute and comfortable for class.
(The website did not have tags for how people perceived Victoria's Secret).
The over ambiance of the store is brightly lit with spot lighting to accentuate key items. The store is also split in two areas, Victoria's Secret and Victoria's Secret Pink. The consumers I noticed shopping was anybody from teens to middle age adults. Most seemed to look middle class yet still a few college students who probably come from middle classes. The sales associates there are very friendly and helpful. If I could have bought one product today I would have bought the new Biofit 7-way bra.
My current impression of the brand is a young woman who wants to feel sexy about herself, has a fun attitude. She is middle class and a career woman and in the pink section which is a more college driven line I see college students with minimal budgets and want to be cute and comfortable for class.
(The website did not have tags for how people perceived Victoria's Secret).
Monday, May 18, 2009
Advertising Homework 1
What does advertising mean to you?
~Any way or form to promote a certain product or service whether its paid for or not.
Does it work for you?
~Yes! I am much more likely to buy something I've seen or heard of either on TV, radio, or even word of mouth.
What is your favorite ad?
~Cadillac CTS commercial for 2008
Why do you like it?
~It really stands out to me because it was just a sexy commercial but didn't do too much.
Are you likely to buy the product being promoted?
~I would definitely buy a Cadillac CTS if I had that kind of money, One day I will have one!
~Any way or form to promote a certain product or service whether its paid for or not.
Does it work for you?
~Yes! I am much more likely to buy something I've seen or heard of either on TV, radio, or even word of mouth.
What is your favorite ad?
~Cadillac CTS commercial for 2008
Why do you like it?
~It really stands out to me because it was just a sexy commercial but didn't do too much.
Are you likely to buy the product being promoted?
~I would definitely buy a Cadillac CTS if I had that kind of money, One day I will have one!
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