Mackenzie_Chp. 21

Advertising and Stereotyping: Women

The portrayal of women in advertising is an issue that has received a great deal of attention through the years. Advertising has received much criticism for stereotyping women and failing to recognize the changing role of women in our society. Critics have argued that advertising often depicts women as preoccupied with beauty, household duties, and motherhood or shows them as decorative objects or sexually provocative figures. The various research studies conducted through the years show a consistent picture of gender stereotyping that has varied little over time. Portrayals of adult women in American television and print advertising have emphasized passivity, deference, lack of intelligence and credibility, and punishment for high levels of effort. Men have been portrayed as constructive, powerful, autonomous, and achieving. 

http://www.campaignlive.co.uk/article/six-stereotypes-women-advertising/1426391

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Affirmative Disclosure

 An ad can be literally true yet leave the consumer with a false or misleading impression if the claim is true only under certain conditions or circumstances or if there are limitations to what the product can or cannot do. Thus, under its affirmative disclosure requirement, the FTC may require advertisers to include certain types of information in their ads so that consumers will be aware of all consequences, conditions, and limitations associated with the use of a product or service. The goal of affirmative disclosure is to give consumers sufficient information to make an informed decision. 

http://www.mbaskool.com/business-concepts/marketing-and-strategy-terms/10913-affirmative-disclosure.html

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Concept Generation and Testing

Concept test is conducted very early in the campaign's development process in order to explore the targeted consumer's response to a potential ad or campaign or have the consumer evaluate advertising alternatives. Positioning statements, copy, headlines, and/or illustrations may all be under scrutiny. The material to be evaluated may be just a headline or a rough sketch of the ad. The colors used, typeface, package designs, and even point-of-purchase materials may be evaluated. One of the most commonly used methods for concept test is focus groups, which usually consists of 8 to 10 people in the target market for the product.

https://www.qualtrics.com/market-research/concept-testing/

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Pop Ups/Pop-Unders

When you access the Internet, you no doubt have seen a window or a creature of some sort appear on your screen in an attempt to get your attention. These advertisements known as pop ups, and they often appear when you access certain sites. Pop-ups are usually larger than banner ads but smaller than a full screen. Pop-unders are ads that appear underneath the webpage and become visible only when the user leaves the site. For example, if you have ever visited a travel website, you probably were hit with a pop-under ad for Orbitz, one of the heaviest users of this form of web advertising.

https://webgilde.com/en/pop-under-pop-up-ads/

Mackenzie_Chp. 12

Advantages of Magazines: Services 

A final advantage of magazines is the special services some publications offer advertisers. Some magazines have merchandising staffs that call on trade intermediaries like retailers to let them know a product is being advertised in their publication and to encourage them to display or promote the item. Another service offered by magazines (usually the larger ones) is research studies that they conduct on consumers. These may include consumer trends, changing purchase patterns, and media usage or may be relevant to a specific product.

http://www.topdesignmag.com/40-examples-of-clever-print-ads/ 

Mackenzie_Chp11

Limitations of Radio: Creative Limitations

A major drawback of radio as an advertising medium is the absence of a visual image. The radio advertiser cannot show the product, demonstrate it, or use any type of visual appeal or information. A radio commercial is, like a TV ad, a short-lived and fleeting message that is externally paced and does not allow the receiver to control the rate the receiver to control the rate at which it is processed. Many companies often tend to ignore radio and agencies often assign junior people to the development of radio commercials.

http://frndzzz.com/Advantages-and-Disadvantages-of-Radio

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Budget Considerations 

In chapter 10 the book talked about how one of the most important decisions in the development of media strategy is cost estimating. The value of any strategy can be determined by how well it delievers the message to the audience with the lowest cost and the least waste. We have already explored a number of factors, such as reach, frequency, and availabilty that affect this decision. The marketer tries to arrive at the optimal delivery by balancing cost with each of these. Advertising and promotional costs can be categorized in two ways. The absolute cost of the medium or vehicle is the actual total cost required to place the message. Relative cost refers to the relationship between the price paid for advertising time or space and the size of the audience delievered.

https://www.thebalance.com/low-cost-marketing-ideas-2948325

Mackenzie_Chp9

Personality Symbol

Another type of advertising execution involves developing a central character or personality symbol that can deliver the advertising message and with which the product or service can be identified. This character can be a person, like Mr. Whipple, who asked shoppers, "Please don't squeeze the Charmin," or the Maytag repairman, who sits anxiously by the phone but is never needed because the company's appliances are very reliable. Personality figures can also be built around animated characters and animals, personality sybmols such as Morris the cat, Tony the tiger, and Charlie the tuna have been used for decades to promote their companies.

https://smartamarketing.wordpress.com/2012/02/01/advertising-creative-implementation/

Mackenzie_Chapter 9

Emotional appeal

Emotional appeal relate to the customers' social and/or psychological needs for purchasing a product or service. Many customers motives for their purchase decisions are emotional, and their feelings about a brand can be more important than knowledge of its features or attributes. 

These are two examples of emotional appeal advertisements that were recognized in 2015 by Forbes: 

Mackenzie_Chp.6

Personal vs Nonpersonal Channels

In chapter 6 I read about the difference between personal vs non personal channels. Information received from personal influence channels is generally more persuasive than information received via the mass media. Promotions involving real people communicating with other people is considered personal promotion. While salespeople are a common and well understood type of personal promotion, another type of promotion, called controlled word of mouth promotion ( buzz marketing) is emerging as a form of personal promotion. Unlike salespeople who attempt to obtain an order from customers, controlled word of mouth promotion uses real people to help spread information about a product but is not designed to directly elicit orders. If a customer does not understand something in the initial message the person delivering the message can adjust the promotion to address questions and concerns. Many non-personal forms, such as radio advertisement, are inflexible, at least in short term. They cannot be adjusted for questions that arise when audiences experience the ad.

http://www.citeman.com/3165-personal-communications-channels.html

http://www.citeman.com/3148-non-personal-communications-channels-2.html

Mackenzie_SuperBowlAd

https://youtu.be/HvU2CdzPQf8


Bai Super Bowl Commercial


I picked this commercial because I have always loved Justin Timberlake and I think this commercial is simple but super good! It also used a old but very good N-Sync song.

Mackenzie_Chp 5

Viral Marketing 

In chapter 5 I learned that Viral Marketing is defined as a method of marketing where consumers are encouraged to share information about a company's goods and/or service through the internet and social media. Many marketers along with their advertising and/or digital agencies now use a variety of tools and techniques to generate viral buzz about their brands, many of which take advantage of the emergence and growth of online communities and social media such as Facebook, Google +, Twitter, Pinterest, Instagram, and YouTube. However, successful viral marketing can be very difficult to achieve as the outcomes are affected by many factors that are often beyond a marketers control. Researchers have identified three major factors that affect the success of a viral marketing program, including message characteristics, individual sender or receiver characteristics, and social network characteristics. Message characteristics relate to the content and creative design of a viral message and include factors such as whether the information is entertaining, engaging, novel, humorous, and/or informative. For example, many videos and commercials have a strong viral component that make them popular and encourage consumers to watch as well share them.

http://www.practicalecommerce.com/articles/100366-viral-principles

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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. 

https://www.consumerpsychologist.com/intro_Consumer_Behavior.html

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Target Market Selection

http://www.netmba.com/marketing/market/target/

From reading Chapter 2 in the book, I decided to talk about the process of the target market selection. When selecting a target market for the segment, I learned that it is important to consider the attractiveness of the segment and the resources and capabilities of it. The target market becomes the focus of the firm's marketing efforts, goals, and objectives when the company is trying to set where they want to be and what they hope to accomplish. These accomplishments will determine the company's sales and profitability. From there the company will start working on advertising and how to promote the company that will attract the target market. Marketers rarely go after their target market with one product or brand, instead they go for a number of different strategies.