Enterprise week

This week instead of a lecture we had a talk headed by…..
Jamie Matthews
Ivor Peters
Andrew Canter
Steve Cox
Alan Rich
Jayne Barr
Rob Lawerence
Don Cowley

The whole point of this talk was for the student at BNU (Bucks New University) to ask questions to people that are in the industry already.
The first question was based upon the recession and how it will impact on the clients and how it will effect the amount of PR being used. Allan Rich was the person who firstly answered this question and he firmly believes that a well run business will get through any recession as long as it is accountable and has researched well enough into what the target audience needs. He also commented on that during a recession you focus on the brand that are more likely to survive the recession, they become your key priority. He also added that no matter how hard you work the key to success in this business is to have lots and I mean lots of enthusiasm.

Next the pannel was asked is their still discrimination and tendencies for people to go towards oxbrige students the anwsers that were given were as followed….

Jayne - explained that although there is a problem in advertising comms as a whole, employees are looking to solve the issue by looking for different qualities such as enthusiasm.

The final question was Does the agency need to tell the client their product should be fixed? And the feedback that was delivered was….

Ivor - described that yes, the advertising agency acts as business advisore and he stressed the fact that 'You are only as good as your last campaign.'

After the panel we were then given a second talk that was lead by ex students that attended bucks new university.
From the go there was a big emphasis on the importance of digital technology and how it is used in their daily lives. They also recommended that you learn as much as you can about the use of digital media as that is the way the industry is going.



The final talk was called 'The world's a complex place' and the speech was led by the group business director of JWT, Tom Vicks. One of his ideas is that the use of mobile phones will have an increasing role in advertising, his idea of advertising is..."take money and make it into more money." he also said that he believed that the 30 second advert is almost dead and buried because of the increase in digital comms which relates to what was said by the ex students

Tom Vicks predictions for the future…



Return to full service agencies
The mergance of account planning along with channel planning
Increase in global outsourcing
No digital/advertising agencies
Greater focus on cost, efficiency and profit
The emergence of mobile

Culture

Culture

In to days lesson we are going to look at culture. Culture can influence and impact on the way in which people perceive a product, service or situation. Advertiser look to understand different cultures because this then allows to advertise more effectively and they can use specific methods to target their audience. Influences on culture come from a persons life. This will include family, friends, education, government and another big influence is religion.

Culture
Culture is made up from….

Beliefs – Mental and verbal processes undertaken that reflect an individuals knowledge of a product or service. E.g. Green – environmentally friendly.

Values – the guides in which individuals use for what they believe is appropriate behaviour, often accepted with members of a particular market audience.

Customs – modes of behaviour that are culturally approved in specific situations. E.g. If a policeman shots a terrorist – socially will accept it because of the situation.

An example of how different cultures differ from each other is Christmas. Over here in the U.K we have Father Christmas, however in Italy it is a witch and in Syria he is a gift giving camel. So advertisers need to know this because it would be pointless advertising father Christmas in Syria.

Flintstones cigarette advert



Old commercial from 1961, in 1961 this type of advertising was allowed, however as cultures change so must advertising it is now illegal to show an advert promoting cigarettes.

Geert Hofstede’s theory looks at the way national cultures can be measured. There 4 variations in cultures across national boundaries, they are….

Power distance (interpersonal relationships)
Uncertainty avoidance
Masculinity/femininity
Individualism/collectivism
Next we looked at the Mozambique culture

Facts - Main religion is , a lot poorer than England, has a population of 18million, their official language is Portugese, 98% african decent and only 2% European decent.
Mozambique remains dependent upon foreign assistance (40%) for much
of its annual budget, and the majority of the population (70%) remains
below the poverty line. very patriotic and drinking has a big part to play in celebrations.
National sports - Basketball
Values - Family and religion
Food - Matapa , Carli de amendion and feijoada
Samora Machel - first president of Mozambique
Graca Machel - Samora’s wife as well as Nelson mandela’s wife
Eusebio - famous football player


A typical Mozambique advert

Memory and heuristics

This lecture was about heuristics, memory and nostalgia. Our aim is to see how these impact on why a consumer would buy into a brand or product, and I will also look at how marketers use memory and nostalgia to sell and advertise products.

Nostalgia

The term nostalgia describes a longing for the past, often in idealized form. The word is made up of two roots , to refer to "the pain a sick person feels because he wishes to return to his native home, and fears never to see it again". It was described as a medical condition, a form of melancholy, in the Early Modern period, and came to be an important topic in Romanticism.This can be seen in a methodological manner. (wikipedia)


Kotler's Buyer decision process.
Buyer decision process



What are Heuristics?

Heuristics, a term derived from the ancient Greek word heurisken meaning “to find a way”, and from which we get Archimedes ‘eureka’, is generally associated with cognitive psychology and human computer interaction (HCI)
The general principle of Heuristics is a tool for comparison

How marketers use Heuristics

The aim of experiential marketing heuristics is to gain perceptual interaction with the consumer and it does this by using…

Sense
Visual and verbal information should be integrated using appropriate design methods

Feel
Sensory elements should project the brand identity in a way that allows a user to feel like part of the brand, by accentuating positive self image (through the brand)



Think
The experience should provide surprise, delight and provocation that stays with the user in their daily lives

Act
Ample opportunity for self-actualization (see Maslow’s hierarchy of needs) participation with the brand should be provide in the expierience



The brand and experience should promote a community of participation and loose conversation amongst other site visitors



Ruth Hickmott (2008) also showed us how the level of involvement varies when purchasing different products.

Williams (2001) developed 4 key aspects which cause the customer to purchase into a specific brand or product, this applied when acting and using the 'fast and frugal' concept which he developed. The 4 aspects consisted of…
Recognition - you are more likely to buy into the brand you already know. This is known as branding
Minimalist - this is recognition plus one random criteria such as a good television advert. This is advertising
Take the same - use the product that was last used in that situation. This is known as a habit you get it no matter what you don’t even think about the purchase.
Take the best - choosing the most perceived product for example Adidas trainers over Umbro. this is known as branding but could also be seen as a unique selling point

"our ultimate aim is to team them brand loyalty." Rice (1997).Rice describes that they market a product by showing the end consumer that they need the product, because they then feel the need to buy into the product it helps then create brand loyalty and they then build up a relationship with that product.

The two main approaches in advertising are….

The cognitive approach
This is when the consumers see a person use the product and if it works they will be inclined to use that product as they know it works because they have seen it already.
The behaviourist approach
This means that the stimuli creates an automatic response, by this I mean you might hear a sound and it may make you think of a specific advert I.e. Phil Collins may make you think of the drumming gorilla advert for Cadbury’s.

We also looked at how it is easier for consumers to remember items through association. To understand this we will look at the way our memory processes information.

The way in which the memory process works is as followed….

external inputs
Stimuli from the adverts
Encoding
This is where the stimuli is stored
Storage
Where we store the information
Retrieval
Is where the information is recalled when influenced by the stimuli.

Group membership

This lesson was all about what different groups people belong to and how they can influence what people purchase and the reasoning behind why we actually purchase them.

First of all we looked at Burberry and how that it being associated with different groups can effect their sales. As we know Burberry is an expensive product that is normally associated with the upper-class group however their image of being a high class brand changed and it got labelled as clothing for ‘chavs’ and this made it that no body wanted to be associated with that brand and it lost them money. To Change their brand identity and make their cloths more appealing again to their intended target audience they had an advertising campaign that included Kate Moss.

A Burberry advert using Kate Moss



Using Kate Moss to advertise their product Burberry has been able to move back to its intended target audience and breakaway from the chav label it was branded with a few years ago.

We then looked at what different groups a person can belong to and they are as followed…..

Ascribed groups
The group you a born into (family)
Peer group
Your peers, School, friends
Associative groups
Groups you realistically belong to, college, 6th form
Contrived groups i.e.
Formed for a specific reason, football club
Disassociation groups
Groups you don’t want to be associated
Aspirational groups
Groups you would like to belong to, celebrities, cool kids
Acquired groups
Groups you have joined, face book, twitter
Reference groups
looking to a specific lifestyle you want to be part of

Maslow’s hierarchy of needs



We then were showed a vw advert that was classed as aspirational because it stressed the fact that whils everyone else is sleeping because they have to be up the next day you can drive when you want because you dnt have any boundries or consrtaints

Vw advert


We also found that humans needs to feel a sense of belonging, the reason for this is because when we are children we all lean though being praised. The fact that most people want to feel a sense of belonging has helped marketers learn how to advertise different products. They do this by making their products seem like they are giving the buyer a sense of belonging this then in turn convinces the person to purchase that particular one over a competitors.

We also looked at Zimbardo's Stanford prison experiment which showed us how people well conform and how they adopt the roles weather they be good or bad. I have posted the experiment below …. Watch and see for your self’s what happens.

Involvement values and attitudes

This lecture was about how different values and attitudes effect and impact on the way advertising is undertaken and used.

When we purchase a product we all show different types of behaviour towards different products depending on how important they are I.e. when you purchase a holiday it will take longer than purchasing a can of cola.

Values - 'A belief about some desirable end-state that transcends specific situations and guides selection of behaviour' (Solomon).
'An enduring belief that a specific mode of conduct or end-state of existence is personally or socially preferable to an opposite or converse mode of conduct or end-state of existence' (Rokeach, 1973).

Khale in 1983 looked at peoples lives and created a list of major events in there life which may have impacted upon them and changed their value systems. I am now going to create my own timeline of events in which I feel have shaped and moulded my value system

My timeline of events in which I feel have impacted upon my life

11th 08 1990 - Born
25th 12 1994 - Got Sega mega drive
20th 06 1995 - learned to ride
24th 01 1999 - Granddad Dies
24th 02 1999 - Grandma Dies
17th 01 2001 - Brother Born
11th 08 2008 - 18th birthday
18th 08 2008 - first holiday without parents
04th 11 2008 - got puppy

The major impact in my life was the death of my grandparents in which I feel has left me very cold-hearted, by this I mean I am very reluctant to form deep relationships out side of my immediate family (mum, dad and brother). The other major impact was my little brother being born this made me feel nervous as suddenly I became a role model and had extra responsibility and this makes me feel like I have to succeed to make him proud of me.

Laddering

We found a technique that allows us to find individual terminal values. Terminal values are the reasons behind why people actually do something e.g. purchase a specific product.
Good points about using laddering are…
Marketers can get a usp for there product
See the wants of the consumer

An example of laddering

Find out how their market thinks and acts


So as you can see it is a good and effective way of finding out how your customers think and the reasons they do things which they can then use to help advertise and sell their products

Business to Business

In today’s lesson we looked at business to business marketing. Business to business marketing is all about selling to other business. There four main differences between business to business marketing and marketing to a consumer the main four differences are …

Business to business decision making process is far more complex that that of marketing to a customer. This decision making process could involve lots of different stakeholders because they have to make the right decision, it also can take months and possibly years to sometimes make a decision on weather or not they will purchase a product.

Business to business products are more generally more complex than consumer products. By this I mean that they tend to be more complex I.e. a mri scanner as opposed to a printer

The video below shows how business to business marketing has changed due to the internet

Business to business marketers address a much smaller number of consumers who are very much larger in their consumption. By this I mean coke would sell to Tesco on a much larger scale, so it is one consumer purchasing on a much larger scale this could be up to hundred’s of thousands rather than selling directly to the individual customer who may only buy a few at any one time

Business to Business marketing tends to be more face to face rather than advertising. This is important for the company to build a good relationship because it will be spending a lot of money and they need to know they can trust the company it is buying off of.

the diagram bvelow shows all of the steps nessceary in b2b marketing

During the lecture we also looked at FTPEPS which I touched upon during the gift giving lecture.
Using the FTPEPS we then analysed the risks for… Coca-Cola, Software Supplier and a MRI Scanner Manufacturer.


Coca - cola = (1)
Software supplier =(2)
MRI Scanner = (3)

Financial
high 1
high 2
high 3

Time
high 1
high 2
high 3

Performance
high 1
high 2
high 3

Ego
high 1
high 2
high 3

Physical
low 1
high 2
high 3

Social
low 1
high 2
high 3


After this we looked at demand of a product and how elastic it is, by this I mean when coca cola is in high demand the products that are needed to make that one product also become in high demand. The more substitutes the more elastic demand will be. Elasticity refers to the amount that can be spent on a particular good or service so the more substitute products there are the more elastic the price could be.

Generation marketing

This lecture we studied how marketers use advertise to different generations and how having generations as a category can help them understand their audience.
Every one of us are part of a generation and being part of a generation may effect the way we act, and if the marketers know how we will react to certain things this can help them advertise to each generation effectively because they already know what our overall reaction might be.

The generations

Millennial’s - Born after 1980
Generation X - Born between 1965 and 1980
Baby Boomers - Born between 1946 and 1964
Mature citizens - Born between 1909 and 1945

No matter how old you get you never change what generation you are from, the generations are not dependant upon age so no matter how old I become I will always be a millennial.

Population chart





From the population chart you can see the overall reasons on why the baby boomers were given that name. from the chart you can see that there are lower birth rates which is leading to lack of children. There are now plenty of people aged 30+ this is due to the fact that these are the children of the baby boomers generation. Also from the graph you can see that there are fewer people around from the baby boomer generation still this was due to the huge death rates from the war which left us with a smaller population, this explains why there are less older people that are aged 80+

Looking more closely we found that the baby boomer generation is the largest generation audience whit around 47 million world wide. This is good for marketers to know because they can look at their values and then learn how they think and then tailor their advertising to meet their needs.

here are two adverts advertising to different generations





When looking at some basic values that the generation X’s share we found out that they liked to be practical and they are politically correct and they were the first generation to prefer a friend over family. We also found that when advertising to the generation X’s it is good if you use nostalgia because it gets them thinking back to when they were younger and they long to go back there. An example of a company that the generation X’s like and still but is levis this is because when they grew up the label was around then and they probably had a pair of jeans this is good for levis because they have long term customer loyalty however it makes it then un-cool for the next generation I.e. you wouldn’t want to be seen in your dads jeans. This then presents a problem because they then have to find a way to make levis cool for the next generation and they did this by using the advert below.