Thursday, January 26, 2017

chapter 3

I decided to do my post on a new form of advertising,Advertising through Instagram. If you don't know what Instagram is, it is a free photo sharing social media platform that is owned by facebook. Recently they have authorized advertising on their platform allowing companies to advertise on instagram that when tapped on the instagram app will direct you to the website. If a company lists a particular product photo when you press the photo it will link you directly to the website and the item listed. With an average of 84% of people comparing products they buy online this is opening up a new way to quick and comparative shopping.

Here is my link to instagrams new plan of instagram advertising.

http://blog.business.instagram.com/post/152598788716/shopping-coming-to-instagram

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Madelyne_Ch. 4


This is a link to the Consumer Behavior of the New York Times. This is a very useful resource for staying up to date for news in regards to consumer behavior. A lot of the focus currently with consumer behavior is the election and the election outcome. One of the top articles is about how marketers are rethinking how to study consumers after the surprise of the election.


https://www.nytimes.com/topic/subject/consumer-behavior

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MaeghanE_Chp.3


Ad companies paying settlements to not be audited.


 Clients of companies noticed and brought up how the ad companies they were working with, didn't always tell them everything. Some companies were making and keeping more of what they made. I chose this article because it tells about a hidden side of advertising companies. Companies started making deals for the clients who figured out the scam, to keep hush. Once asked about theses settlements they deny that anything like that took place.


http://www.businessinsider.com/ad-agencies-paying-settlements-contracts-2017-1

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Rachel_Chp3

https://www.theguardian.com/small-business-network/2015/aug/04/experts-guide-choosing-creative-agency-business

I chose this article because it talks about how to chose a creative agency for your business. I think that is a really interesting process. Who you choose can  make a big difference for your business.

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Brynn_Chp3

Digital versus Interactive

Digital marketing is the use of a digital platform while interactive is simply interactivity between an entity and a target audience. Digital and interactive marketing has been clumped together likely because of social sites that are both digital and very interactive. Many people have learned to associate interactivity with strictly digital interactivity but in all actuality, interactive marketing is very diverse it includes radio call-ins, tv personalities calling people to the show among many others. People often consider digital and interactive the same.

"Conversations aren’t digital. They might be had over a digital medium, but conversations are interactions. And interactive brands are brands that don’t simply push their marketing message out to the masses. They have conversations, they have a give and take, they interact. Interactive brands are the ones who will make meaning through these interactions." 

https://www.quora.com/What-is-difference-between-a-digital-and-interactive-agency

http://www.accendodigital.com/2011/09/digital-versus-interactive-marketing-media/

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Christine_Ch4

Chapter 4 mentions classical conditioning and how we can manipulate the mind to associate things to a certain reaction and/or recognition. I have noticed that a lot of companies use classical conditioning, especially in marketing. Well known companies like Macy's or Apple have well established their brand. For example, Macy's doesn't have to have display the name of the company instead they can just put a red star. Everyone associates the red star with Macy's. Or in stores the way things are set up plays in how we feel and in turn how we buy. Apple does this very well. Everything about them represents their slogan "think different" well.

https://www.linkedin.com/pulse/20141020203921-37498977-classical-conditioning-in-marketing

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Sydney_Chp3

What's so special about Ads?

In Chapter 3, the chapter is primarily about ads, its strategies, the different type of media outlets, the agencies and etc. I decided to talk about, "What's so special about Ads," anyways. Why are they important and critical in marketing.


This article states why ads are so important, especially during the Super Bowl. It says that though you can engage an audience by a TV ad, it is much better and more creative to advertise on social media, which that to me is a given. 

A quote: 
"For brands investing in game-time television ads, calling users to interact on social media networks like Twitter, Facebook, Snapchat, and Instagram can be a strong way to enhance brand awareness and top-of-mind recall."

The article also states that a search engine for ads during the game is vital to replay ads and to find other information regarding the game. 

However, the article says that they are still questions when regarding ad making for the Super Bowl and what makes the viewer that much engaged. 

A quote:

"These are questions advertisers are still struggling to answer, but two facts are clear: 
1) The cost of online visibility across these digital channels pales in comparison to the cost of the Super Bowl television spots they can help support.
2) These channels can be credited with driving impressions, website visits, video views, social interactions, and other user engagements that stand to positively impact brands down the line."

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Elissa_Chp4

The influence of social class on consumer behavior has always intrigued me, particularly within the upper class. Consumers from a high social class obviously have more disposable income, so they are more likely to choose a more expensive product. More interestingly, they are more likely to be very brand loyal and to be influenced by their friends' purchases. This article notes that the desire of upper class Americans has shifted in recent years, with a new emphasis placed on the most expensive "gear" - often not used for its intended purpose (e.g. expensive, high-tech hiking boots to wear to the grocery). The writer explains how this effects product development and advertising strategies when catering to modern upper class Americans, "Businesses targeting these customers need to find ways to innovate their products to offer enhanced performance or features. Moreover, their advertising and branding techniques have to reinforce the product as being of professional quality and superior performance."http://www.gaebler.com/Strategies-for-Selling-to-Upper-Class-American-Society.htm

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Stephanie_Chp.4

Post Purchase Evaluation

"The consumer decision process does not end with the purchase." After a product is bought, the consumer is either satisfied or dissatisfied. This is important since it affects whether the product will be purchased again in the future, whether it's from the same customer or their friends. The product must reach expectations and leave them happy about their purchase with no regrets. This helps grow loyalty and encourages word of mouth for the product.

The link explains what you can do to encourage satisfaction and increase future purchases, overall making the consumer happy.  This includes thank you notes, surveys, and recommendations with discounts for the future.

https://mainpath.com/how-to-retain-more-customers-through-post-purchase-engagement/


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Kayla_Chp4

I actually had to check and make sure that I was in the right course while I was going back through the powerpoint. There were so many mentions of psychology in this chapter! (Even psychoanalytic theory, which I admittedly chuckled at.) So for this post, I thought I would focus on some other ways psychology is used to "manipulate" people into buying things.

In one of my independent studies on how people make decisions, such as what to buy or not to buy, we discussed how we can manipulate people into making the decisions that we want. There are six major ways, according to Robert Cialdini, that we can do this:

Consistency - we need to make our actions match our beliefs.(Getting parents to agree to buy a toy for their child, but then undersupplying the toy around Christmastime, so parents buy something else for Christmas and buy the promised toy after Christmas.)
Reciprocation - The "not so free free present"
Social Proof - everyone else is doing it.
Authority - Good for professionals like lawyers and doctors.
Liking - Use people who are most like your target audience, or who your target audience will most like.
and Scarcity - Scarcity=valuable (Get it before it's gone!)

Another technique that was mentioned in the book, but not in either of the below websites was the foot-in-the-door technique to increase sales. The idea is, for example with donations, that once you get someone to commit to donating something small, like $5, it will be easier to get them to donate larger amounts later on.

There is also the opt-out technique, which is being used now for organ donation. People are much more likely for a number of reasons to be less likely to opt-out of something than to opt-in to something.

The book athat I read for the course was much longer, over 30 pages, but I found a few websites that go in depth on the six principles without going over the top!

https://www.influenceatwork.com/wp-content/uploads/2012/02/E_Brand_principles.pdf

https://collegeinfogeek.com/principles-of-influence/

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Wednesday, January 25, 2017

Monica_Chp4

Stages in the Consumer Decision-Making Process

Problem recognition is the first stage of when the consumer is making a decision to purchase a product or item. The consumer perceives a need and becomes motivated to solve the problem. This is caused by a difference between the consumer's ideal state and actual state. There are many sources that cause problem recognition such as when a consumer runs out of a product, when the consumer decides she doesn't like a product anymore because it is out of style, and if the consumer wants something new. Next, it goes on to information search, alternative evaluation, purchase decision, and finally postpurchase evaluation. The article that I linked goes into depth about each of these stages using the example of a consumer purchasing a new pair of tennis shoes.

http://www.professionalacademy.com/blogs-and-advice/marketing-theories---explaining-the-consumer-decision-making-process

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Cinthya_Ch4

 Environmental Factors Affecting Consumer Behavior




In chapter 4 consumer behavior is defined as the process and activities people engage in when searching for, selecting, purchasing,using evaluating, and disposing of products and services so as to satisfy their needs and desires. Marketers success depends on how well they understand consumer products. They must know the specific needs and how products are translated to consumers. There are many factors that influence consumer purchasing habits such as external factors. Marketers must take in account, culture, social class, personal, and physiological factors. 
The link below is a slide show going into depth about each external factor. 




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Molly_chp4

One of the main ideas in chapter 4 is the the 'three-hit' theory. This theory is the theory that if a person sees an advertisement three times then they are more likely to buy the product. The first two exposures they are figuring out what it is and by the third exposure they make a decision to buy it. I have seen multiple advertisements, and one thing rings true about this rule is that the first two times I see an advertisement I'm still trying to figure it out. Once I see the third advertisement I start to consider it or I get annoyed with it. I think there is no set magic number that helps advertisers figure out how many times someone needs to see an advertisement to consider buying it, but I do believe that a company does have their own set number that they need to figure out.. If companies figured this out then they would be golden. I think the biggest mistake that businesses make is having too high of a frequency, and making people annoyed with their advertisement. They then become the annoying business, because their advertisement is seen by people too many times.
https://searchenginewatch.com/2016/08/30/why-understanding-frequency-is-key-to-success-with-facebook-advertising/

This link helps you understand how companies can figure out their set number by figuring out what frequency they need.

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Zannyell_ Ch3

Ads are EVERYTHING!!!
   
     Everywhere we look we see some sort of advertisement. Sometimes they get in the way but at the end of the day, ads are very important.
     Ads create brand loyalty and they can connect customers to important messages without even knowing. You know that when you see a buff shirtless man or Terry Crews with a red bottle talking in circles it will be old spice, or when you see Taylor Swift on a treadmill or Drake in the gym, it will be an Apple commercial and even a polar bear for Coca- Cola. Ad week did an article over the best ads of 2016 and of course, the old spice commercial is on there. Ads are ways to get people to see their products but they always want people to talk about them and remember them, which is why super bowl commercials are so essential.


http://mwww.adweek.com/news-gallery/advertising-branding/10-best-ads-2016-175000

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Allex_Chp3


Brand Managing

In chapter 3, the book talks about the role and responsibilites of a brand manager. They're in charge of the total management of the brand which includes planning, budgeting, sales, and profit performance. Also, an assistant brand manager is responsible for the planning, implementation, and control of the marketing program. The brand manager works closely with outside advertising agencies and other marketing communications specialists as they come up with the promotional program for a company/product.

The article I have linked lists the "Seven Rules of Brand Management." One of my favorites is titled "Consumers don't care what marketers say." It talks about how the most successful brands stay silent and they don't try to push their message past mass media. It says that consumers want to hear about the product from an artisan and that you should let the creators closest to the product promote it. I think this is interesting because it sounds similar to fashion bloggers and how they sell a companies products to consumers because their reach is closer to the average consumer.

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Mackenzie_Chp. 4

Consumer Behavior 


In Chapter 4 I learned that the definition of Consumer Behavior is the process and activities people engage in when searching for, selecting, purchasing, using, evaluating, and disposing of products and services. This is a challenge faced by all marketers trying to influence the purchase behavior of consumers in favor of the product of service they offer. For example, for Visa, getting consumers to charge more purchases on their credit cards. For BMW, it means getting them to purchase a lease a car. Marketers' success in influencing purchase behavior depends in large part on how well they understand consumer behavior. Marketers need to know they specific needs consumers attempting to satisfy and how they translate into purchase criteria. They need to understand how consumers gather information regarding various  alternatives and use this information to select among competing brands, and how they make purchase decisions. 



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Michelle_Ch4

Brand Loyalty

The book defines brand loyalty as a preference for a particular brand that results in its repeated purchase. For instance, my mom has always used Downy detergent, so when I got to college that is what I used to wash my clothes with. It's just a product that I have always been surrounded by and felt loyal to.

However the article I found, disputes this idea. The article talks about the death of brand loyalty and what really caused it which was basically people becoming bored with the old "tried and true" products they have always used. It says in the old world, loyalty was something everyone aspired to give, but with the generational changes, thats just not true.

"90% of the leading household goods brands are losing market share on consistently low-growth categories."

The article says that the it is not the brands inability to work, but rather their failure in trying to seem like a new and interesting option. I can see how this is true because people are always looking for the next new thing, which isn't bad, but it is hurting products that have been around for many years.

http://www.forbes.com/sites/kathleenkusek/2016/07/25/the-death-of-brand-loyalty-cultural-shifts-mean-its-gone-forever/#7e7981461797

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Alyssa_Ch3

Public Relations Firms

Public Relations firms develop and implement programs to manage the organization's publicity, image, and affairs with consumers and other relevant publics, including employees, suppliers, stockholders, government, labor groups, citizen action groups, and the general public. The firm analyzes the relationship between their client and the rest of the world. Anything or anyone that is associated with their client will be implemented into their PR strategy. This means that they're policies and actions will be analyzed to see how they relate and affect these publics. Then these programs that are developed will be used with various PR tools and will be evaluated for their effectiveness. Some of the activities of a PR firm include, planning the strategy and program, generating publicity, conducting lobbying, conducting research, etc.

The website I have chosen speaks about the best characteristics to look for in a good PR person.

http://www.waingergroup.com/five-qualities-of-good-public-relations-people/

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Effective direct Marketing_Ch 3

Direct marketing has to do with those pesky ads you get in the mail that come from local businesses and grocery stores as well as from that account you made for your favorite store to shop at. Sometimes these ads are helpful, giving you coupons or notifying you of a sale you might care about. This is all thanks to those direct marketing agencies such as Wunderman and Aspen Marketing Services. Companies still believe that advertising through the mail and on social media is pretty effective, especially when they are being very creative. Usually the businesses advertising through social media are for clothing, video games, etc. I believe the creative department the main reason why it works so well. Direct marketing is not just mail and social media but also infomercials, and telemarketing.

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Kendra_Chp4

Brand Loyalty

In chapter 4 there is a section about purchase decisions. One purchase decision that is mentioned is brand loyalty. Brand loyalty is when a consumer has a preference for a particular brand that results in a repeated purchase. I picked this topic because I am guilty of being super loyal to a few brands. I definitely have brand loyalty to Apple and Nike. In the link I provided, it talks about the brands with the most brand loyalty in 2016. This article also shows where the brands were in the ranking last year compared to this year.

https://brandkeys.com/2016-loyalty-leaders-digital-delights/


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Katelyn_Ch3

Ego vs. Confidence

In chapter three, we discussed briefly how advertising agencies add value to a client's business. The third point of seven benefits states, "working in a collaborative way with the client by creating an environment of low egos and high mutual respect." During class, we discussed how creatives often have big egos, and that in order to be successful in your field, you must put aside your feelings and have thick skin. I found this article called Get Over Yourself: How Your Ego Sabotages Your Creativity that gives three "ego traps" and how to combat them. It also differentiates the definitions of confidence versus ego. The article is informative, easy to read, and probably written by a creative.

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Jilda_Ch3

In-House Agencies

In chapter 3 there is a section that talks about in-house agencies. Which is an advertising agency that is set up, owned, and operated by the advertiser. Some examples of companies that use an in-house agency include: Under Armour, Avon, and Sprint. Using and In-House Agency reduces the cost of advertising and promotion costs. Some companies just believe they can do a way better job than an outside agency.
 There are also companies like Target, which uses both. Target has an internal creative department that handles in-store displays, direct mail pieces, promotions and other marketing materials but they have outside agencies that develop most of its TV and print assignments.

http://www.cmo.com/features/articles/2015/4/17/the-rise-of-the-inhouse-agency.html#gs.q_wzb0Y

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Tuesday, January 24, 2017

Kaitlyn_Chp3

How Agencies Gain and Lose Clients

There are many reasons an agency may lose clients: poor performance or service, poor communication, and unrealistic demands from the client are a few fairly common examples. How agency gains clients is ultimately more interesting.

Agencies can gain clients via referrals. Referrals are when a person or other company refers a client to the business. Agencies can also gain clients from solicitation which is more common which is when the agency reaches out to specifically find clients to work with. Sometimes agencies get invited to present themselves to a company and outline their aptitude and capabilities. Agencies also seek out clients via public relations, like working with charities. An agency's image a reputation can also attribute to the clients they gain. If the company looks good, people will want to hire them.

http://www.marketingprofs.com/7/how-agencies-reach-potential-clients-colbourne.asp

The above article is about reasons a company would be more inclined to work with a specific ad agency. The most popular reason being "good chemistry."

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Megan_Chp3

Why do companies use creative boutiques?

https://www.linkedin.com/pulse/advantages-using-boutique-creative-agency-jo-stedman

A creative boutique is a small agency that helps a company in a creative way or helps them with their market research.

This article gives the advantages of using a creative boutique. The main advantages are that creative boutiques are flexible. They will work more with you rather than trying to accommodate to a huge agency. Creative boutiques are small. They usually come up with more creative ideas than the big companies. The reasoning for this is that in a big company not many people will speak up in a meeting, therefore, there will be less ideas for people to bounce off of. Finally, a creative boutique will save your company money. This is because you only pay for the people that are needed for your job. The creative boutiques will only bring in people that are required for your specific job. Overall, it seems that a small creative boutique agency has more benefits than using a big agency.

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Monday, January 23, 2017

Madison_CH3

Organizing for Advertising

http://www.gaebler.com/Organizing-for-Advertising.htm

This article discusses how advertising agencies are slowly transitioning more and more into marketing agencies because using advertising agencies to organize for advertising is more used in production businesses. Another reason is because "In organizing for advertising a management may decide to make use of its own advertising department's resources. The management may also opt to use an external advertising agency. It may indeed opt to use both of these options." Aka many companies already have their own advertising department to organize everything for them.

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