Allex_Chp21

Advertising Encourages Materialism

Many critics claim advertising has an adverse effect on consumer values by encouraging materialism. Major contributors can be when an ad seeks to create needs instead of correctly represent the product or service, claim that possessions are symbols of status, success, and accomplishments, and surround consumers with images of the "good life" and suggest this will lead to happiness.

https://psmag.com/for-children-tv-commercials-are-a-catalyst-to-materialism-eacd1ece9382

Allex_Chp20

Wheeler-Lea Amendment

Congress passed this amendment in 1938 which amended section 5 to the FTC Act to read: "Unfair methods of competition in commerce and unfair or deceptive acts or practices in commerce are hereby declared to be unlawful." This extended the FTC's jurisdiction over false advertising of foods, drugs, cosmetics, and therapeutic devices.

http://www.businessinsider.com/false-advertising-scandals-2016-3/#tesco-was-criticised-for-an-ad-in-response-to-the-horsemeat-scandal-which-suggested-the-problem-affected-the-whole-food-industry-4

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Reasons to Not Measure Effectiveness

It seems obvious that it makes sense to measure effectiveness, in certain instances, it is not done. Advertisers know of the importance of measuring effectiveness, some do not or if they do, they are not confident of the results. Companies give a number of reasons for not measuring the effectiveness of advertising and promotion strategies. These can include: cost, research problems, disagreement on what to test, the objections of creative, and time.

https://hbr.org/2010/11/our-ineffectiveness-at-measuri.html

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Pinterest

Chapter 15 talks briefly about Pinterest which is a pinboard-style photo-sharing website that allows users to create and manage theme-based image collections such as events, interests, and hobbies. Users can browse other pin boards for images, "re-pin" images to their own pin boards, or "like" photos.

https://www.theatlantic.com/technology/archive/2014/07/what-is-pinterest-a-database-of-intentions/375365/

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Clutter and Competition

The more successful a magazine becomes, the more advertising pages it attracts, and this leads to greater clutter. This clutter can make it difficult for an advertiser to gain readers' attention and draw them into the ad. Therefore, many print ads use strong visual images, catchy headlines, or some creative techniques to grab the interest of magazine readers.

http://www.themost10.com/10-most-effective-magazine-ads/

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The people meter is an electronic measuring device that incorporates the technology of the old-style audimeter in a system that records not only what is being watched but also by whom in 10,000 households.

http://www.nielsen.com/us/en/solutions/measurement/television.html

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Chapter 10 discusses the importance of geography when promoting a product. Companies often find that sales are stronger in one area os the country or the world than another and can play a part in advertising expenditures according to the market potential of an area. A question asked is where will the ad dollars be more wisely spent? The best answer is perhaps that companies should spend advertising and promotion dollars where they will be most effective.

http://www.directionsmag.com/entry/why-geography-matters-in-marketing-strategy-the-spatial-dimension-to-custom/123907

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Sometimes advertisers introduce a new product using teaser advertising, which is designed to build curiosity, interest, and/or excitement about a product or brand by talking about it but not actually showing it. They are also often called mystery ads and are also used by marketers to draw attention to upcoming product launches and/or advertising campaigns and generate interest and publicity for them.

I have linked the teaser ad for the first iPhone
https://www.youtube.com/watch?v=GdI8dCfbxuQ

Allex_Chp8

"Taking creative risks" is something that is talked about in chapter 8. Many creative people follow proven formulas when creating ads because they want to stay safe.  Clients often feel uncomfortable with advertising that is too different.  Many creative people say that it is important for clients to take some risks if they want breakthrough advertising that gets noticed. 

http://www.insightmrktg.com/2015/03/20/effective-marketing-takes-creative-risk/

This article offers some insight on how to chase big ideas and take more creative risks. 

Allex_Chp7

Something from chapter 7 I found interesting was marketing objectives. These are usually defined in terms of specific and measurable outcomes such as sales volume, market share, profits, or return on investment. These are important things in the world of integrated marketing communications.

I have attached an article that touches on 4 principles of marketing strategy which includes marketing objectives.

http://www.forbes.com/sites/gregsatell/2013/04/16/4-principles-of-marketing-strategy-in-the-digital-age/#2b6ebeb9495c

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https://www.youtube.com/watch?v=f06ng5cII8o

I picked this Honda commercial because I love how they incorporated these successful celeb's yearbook photos.

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In chapter 5, I read about the importance of feedback. In marketing, it is very important to receive feedback from customers and consumers to see their response that is communicated back to the sender. Feedback can occur in many different forms and it lets the sender monitor how the intended message is being decoded and received.

The article I have linked talks about the importance of customer feedback in terms of significance of the product or advertisement, lessons learned, and market trends. http://smallbusiness.chron.com/importance-customer-feedback-2089.html

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.

https://www.brandingstrategyinsider.com/2015/07/rules-brand-management.html#.WIl66LGZP-Y

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Allex_Looper

Finding Your Target Audience

https://blog.crazyegg.com/2014/01/14/find-your-target-market/

 This article talks about the importance of finding your target market for your business, product, etc. It discusses how many people skip this step without doing the proper research and finding out who is really is that they need to be targeting. Demographics play a big role in this in that they completely define who it is that you're selling your product to. This also talks about really narrowing down the basics of who and what it is that your selling to (Ex. 25-34 years old, female, $10,000-$30,000 a year). Also, psychographics are a big part of finding your target audience. This article says that "psychographics are what motivates the buyer to take action." Lastly, it talks about finding your brand's personality which includes reflecting on the brand's ideals.