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.

Family decision making

The lecture today involved looking at how families can influence what is being purchased. There are a variety of ways on which different families can be described and they are ….

Nuclear family
This is the most common type of family, it consists of a mother, father and any children that live together.

Extended family
This consists of grandparents, uncles, aunties etc.

Family or orientation
The family which you are born in to.

Family of procreation
The family you create ever through marriage or having children.

These are the main family groups but these are changing over time due to…

Increase in number of births out of marriage
Increase in one parent families
Increase in step families
Nuclear family is being challenged by the "horizontal" family of step children and step parents
Increase number of widowed living on own



As well as the changes above we have also noticed that there are more divorces when compared to that of 20 years ago we also found out that an increase in the amount of divorces will then create two homes for their children as well as the introduction in some cases of the horizontal family which would include step families and half brother and sister. All these changes that are happening within peoples lifestyles will impact on the decisions that the child who encountered them will to make in the future. Through the years we have also noticed that there have been demographic, cultural and social changes.

a reason for the possible divorce rat increase is....



There are now often more people in the family so there are less solitary breadwinner
Women are being employed more and we are one of the highest employers in Europe
¼ of married women do at least a 30 hour week job



The family life cycle also shows how various stages in a persons the life cycle can have an effect how much money the consumer has to spend. The different types of stages are as followed…

Bachelor
not living at home, young and single and have high disposable income

Newly married
young, no children may have a mortgage, have 2 incomes, high disposable income and may have a lot of debts

Full Nest 1
Youngest child under 6 which means they have little disposable income and they may only have one source of income.

Full Nest 2
Youngest child is now over 6, they may have debts and a mortgages

Full Nest 3
married with dependant children and because they are dependant they have high disposable income

Empty Nest 1
married, no children living at home, have 2 incomes and have higher disposable income

Empty Nest 2
Married and may be retired they would have no children living at home and they may live on a pension, decreases in disposable income due to pension.

Solitary survivor 1
In work, widowed and one income

Solitary survivor 2
Retired, little income, no debts

We then went on and looked at the work of Field (1969) who developed 3 different ideas, which demonstrate the influence of the husband, wife and children
When purchasing a product.

An example using a pc as the product

Discernment
Technical know how- graphics card, storage space , security software, how it works etc Price
Who pays'- family Satisfaction
Who uses it- mum dad everyone just children etc

Social class

In today’s lesson we looked at social class, one way in which social class is defined is.... being a Status hierarchy in which individuals and groups are classified on the basis of esteem and prestige acquired mainly through economic success and accumulation of wealth. (business dictionary 2008) Four common social classes (in their descending order) are Upper class Middle class, Working class and Lower class.
Changes have occurred since the social categorise were introduced, the reason in why the changes may have occurred are… welfare state being introduced, social mobility which enables People to move up and down in the social class ranks. Education is another reason because people tend to be more educated as it is more widely available. The final factor would be the change in our main industry, no longer is it manufacturing goods it has changed to become a service industry.

The diagram below shows the changes in social mobility from the turn of the century to modern today
As you can see from the diagram Britain’s social class structure consists of…
upper middle class, middle class, lower middle class, skilled working class, working class and lower class these are also referred to as A, B, C1, C2, D and E. because the course I am on it is required for us to know how to advertise to these different classes and I am going to give a demonstration on how they may differ.

Harrod’s sale (upper-class)

The Harrod’s advert is targeted for the upper class. We can tell this by analysing the advert. The advert consists of high end products, the advert is in black and white and the music that accompanies it is opera music which you associate with people from the upper-class.

The sun advert




The Sun (working class)

This advert target the working class you can tell this because the advert show a whole variety of people, also the actual advert takes place in a park which is assessable to everyone there are no boundaries it is assessable to everyone.

a commical view on the social class system



As you can see social class is a good why to segment people because it helps us know how to advertise to them as we can see what sort of adverts grab there attention and this helps us when it comes to advertising specific products because we would know what social group is most likely to purchase it.

Marketing to children

I will be looking at how company’s market to children. The main way they get an effective campaign when targeting children is too use techniques that increases the amount of pester power caused by the children.

Pester power by definition is The power children have, by repeated nagging, of influencing their parents to buy advertised or fashionable items. (phrase finder 2008)

At the beginning of the lesson we watched a video that explained to us that Marketing towards children starts as early as them being 2-4. We also found out that due to the increase availability of different medias when compared to 20 years ago it has become easier to reach the 2-4 age category. This is due to the fact they are willing to watch television as a norm and they may do so regularly and they will be more willing to watch the adverts and it is that interaction with them at a young age that creates the relationship between them and the company and that is what makes them able to recognise the brand and be able to associate with it at a later stage in life for an instance McDonalds when they are two they cant really ask for one but the advertising at a young age when they do have a choice and an impact on what there parents buy they may pester them for one (pester power) or they may choose to buy one using there own pocket money, this would be because they have seen the adverts and grown up with it as a normality.

McDonald’s happy meal advert







Relating to children buying products I found a report on pocket money by Mintel (Mintel, Pocket money article. (2008))
the link ... http://academic.mintel.com/sinatra/oxygen/display/id=300256

The report showed us that parents prioritise the wants and needs of there children. The main focus on the report was the fact that we are in a recession and how this will impact on the amount of pocket money received by the children. We also found that savings are going up whilst the sales of crisps and chocolates has declined. According to the report we also found out that there is a big difference between older and younger children. We found that ….

The youngest children, aged 7-10, are more likely to save money and they would regard themselves as good at doing it.Just over four in ten of those aged 11+ say ‘I spend money without thinking’.

Even during the recession we also found out that more affluent children are still getting indulged financially, clothes are particularly high on the spending agenda. Kids are also wanting to grow older, younger and are wanting to spend their money on more adult orientated products.

We also looked at Piaget's Child development theory. Piaget was a developmental biologist who observed the intellectual abilities of infants, children and adolescents.
Jean Piaget distinguished that there are four stages of child development, they are as followed….
0-24 months
This stage begins with a simple actions like gasping, sucking and ends with evidence of an internal representational system.

2-7 years
From the age of 2-4 years old children begin to use symbolic rather than simple motor play. A child can think about something without the object being present by use of
4-7 years old speech is more social and the child is able to show principles that determine his overall behaviour.

7 to 11 years
The child is capable of concrete problem-solving, also they have a more logical and characterised thought process.
11 to 15 years
Thoughts are more abstract, incorporating the principles of formal logic. Thinking becomes more imaginative and less defined by logic. logical systems are attained allowing them to handle algebraic manipulation and other abstract processes.
Over all Piaget's test concluded that children are not a little adults, because they are not capable of reasoning and all the full complex though processes until they at least reach an age of 15.

Gift giving

Today’s lesson was based upon gift giving. In this blog we will look at high and low involvement purchases and how gift giving effects how marketing is used.

When purchasing gifts we go through Kotler's buyer decision process, depending upon how important the gift is and who it is for will impact on the amount of involvement we use when going through these stages. Generally our emotions depend upon how involved we become when purchasing a particular gift.

Laurent & Kapferer (1985) states that there are many ways in which levels of involvement can be
Measured

The level of involvement is influenced by these components…
Importance and risk (FTPEPS) - Financial, Time, Performance, Ego, Physical, Social
Fear of making a bad purchase - want to avoid upset or disappointment
Pleasure value of purchase - how much will the person like
What other people may think - don’t want others to dislike

Levels of involvement are determined also by the way in which we purchase things I am now going to show the differences between the levels of involvement
High
Think-feel-do e.g. House
Low
Think-do-feel e.g. Fizzy drink

Experimental/impulse
Feel-do-think e.g. Chocolate

Behavioural influence
Do-think-feel e.g. Shoes

There are three types of gifts…Functional gifts - kettle, toaster, hairdryer and washing machine etc. These are all products which are designed for a specific function/purpose.Symbolic gifts - expensive alcohol, perfumes, watches etc. All these gifts will enhance the person they are given to and they would have a special symbolic meaning when they are given as gifts as they are normally expensive.
Hedonistic gifts - Chocolates ,flowers etc. these gifs have one simple purpose which is to make someone happy.
Impact on marketing
As you can see when we are selecting gifts for specific people it is a deep thought process you go through and there is a lot of emotion involved as you want to get the right gift. When choosing a gift you will probably find yourself going to a specific store for that product I.e. watch = jewellers . So when the marketers advertise a specific product they must make sure that the product is being advertised in the right place and that the product has a specific gift type this in turn will make it easier for the customer to choose a specific gift as it meets there criteria (level of involvement). A high class product being advertised will most likely be a high level of involvement purchase as the risks are potentially higher (see influences that effect involvement). And if the customer wants a special gift they will/may notice the advert and get that product.

here is a video that enable you to neve choose the wrong gift

Gender response to charity donating

Last week we looked at gender response to advertising and this week we will look at there responses to charity advertising and weather it impacts upon them or not.
We started off the lesson by looking at three different charity adverts the three campaigns we looked at were…
Bernardo’s - this advert showed a small girl playing in a playground full of drugs and litter.
Cancer research UK - this one showed us the people disappearing due to the fact they had died of cancer
Give blood - this one showed us the effect of giving blood and who it had saved from death

Our responses to the adverts was … we thought the Bernardo’s advert wasn’t emotional enough and the lack of emotion made the audience not take much notice it lacked a certain impact that we found the Cancer research UK advert had. The reason we thought that this was more impact full was that some members of the class had an emotional tie to the charity either through loss of someone through cancer or just the fact they might have known someone who has had it, we even found that the advert was so emotional that some people couldn’t watch the advert as it made them upset and this isn’t good for the charity because people wont see the message about donating and it wont reach its full potential if people turn it off. According to the class as a group we found that the advert about giving blood was the most impact full advert we established it wasn’t the most emotionally but we found that it was the most factual and it was more to the point it gave facts to get it message across rather than emotion and we found that people preferred this because it want trying to make them feel guilty about not donating.

This is the advert that we all respondeded to the most it is the give blood advert.

After looking into the three adverts we were then asked to take part in a questionnaire which would then calculate what sex our brain is, luckily I turned out to have a male brain. This means that my way of thinking is more logical, less imaginative and apparently I am more organised and more direct (straight to the point)


After this we looked at Scheibe and Condry 1984 who states that advertising to women stresses beauty and youth and advertising to men stresses physical strength and ambition.
We also looked into how direct mail is sent through the post and what types of packaging we would more likely to open if it appeared though our letter box.
We found that a more informed envelope would more likely to be opened as it might trick the resident into thinking it was important. Our main discovery was if it was obviously DM and stood out too much I.e. if it had advertising on the envelope it would most likely be dismissed and without being opened.

Gender responce to advertising

Today’s lesson was a right laugh we started off the lesson by being shown 14 different adverts from magazines. After we had seen all of the adverts we were then asked to recall as many as possible personally I found it easier to remember the adverts that had less going on in them and were not overcrowded. Then we went through each advert in the class and asked how many males and how many females remembered each one, by doing this we could see the difference in what adverts the males remembered when compared to the adverts the females remembered.

Tommy hilfiger beyonce star advert

The advert in which similar numbers of both males and females remembered was the Tommy Hilfiger advert for true star which contained Beyonce, one possible explanation on why this is the most remembered advert is because of its celebrity endorsement. Upon asking the question to the class on how they remembered this advert we found that some people remembered the layout of the text in which it goes in a pyramid shape. Another conclusion that we came up with in class was that men preferred adverts to be simple and contain bold colours and having Free on them also gets our attention, whereas women prefer to have an advert that has more going on and if it provokes them to think about the advert and what it is advertising they are more likely to remember it I.e. the strawberry patch on the cow Why? Quite logical really strawberry milk…
but by the time they have figured it out men will more than likely have forgot it or moved on to something more simple.

Overall conclusions

Keep it simple - pictures rather than words

Bold colours - get attention

Celebrities - help people remember an advert more

Background - always be able to distinguish between the figure and foreground.

the two adverts below show the difference in advertising to men and women the male advert is simple and has the product bigger than the text so they know straight away what it is being advertised to them, whereas the women advert consentrates more on the text as opposed to the product this is because there is a meaning behind it and women are more inquisitive and want to find out the story then look at what it is advertising.

Male advert

Female advert

The next thing we did was we repeated the test again which was silly because we knew the second time round what we was doing so mostly everyone was going to cheat by writing down the answers J
Second time around however we just looked at male adverts. We found that it is easy to distinguish between the background and the fore ground so it makes it blatantly obvious what they are advertising which keeps it simple, we also noticed the uses of dark colours which gave the adverts a more moody overtone which is what men prefer.
The third test was exactly the same but with women’s adverts, most of the adverts that were shown had a meaning behind them that they could look into, we also found that there was a lot of block colour used to catch their attention and there was a lot more celebrity endorsed product which also helps get their attention and keep it.

personality and self concept

I am Kent Brockman
In case you are wondering what this means it means that i am an ENTP encase your wondering this is a Simpson’s character test which is based on the Myers-Briggs Type Indicator. The Myers-Briggs Type Indicator (MBTI) assessment is a psychometric questionnaire designed to measure psychological preferences in how people perceive the world and make decisions.In week 5 we looked at personality and self conceptPersonality is a person’s unique make up, which consistently influences the way the person responds to his or her environmentSelf-concept is the beliefs a person holds about his or her own attributes & how he or she evaluates those qualities Solomon, 1999. Self concept is also made up of 3 parts…
Self image- the kind of person we think we are at this point in time.
Ideal self- the kind of person i aspire to be like. I.e. I aspire to look like David Beckham
Self esteem- how much you like yourself i.e. the gap between self image and ideal self generally when you are younger there I a bigger difference between self image and ideal self but as you become more mature that gap generally deteriorates. We also learned about Self concept, this is how a person regards there own attributes and how they would evaluate them.

This is good because you can see how a person feels/regards themselves in there own mind it is a good indicator to use when looking at how to market a product to them because if they have a low regard for themselves and their attributes they may have a low self image and we can choose products to advertise to them to increase their own self concept.Looking at an advert we can determine overall who it is aimed at and how it uses the people/product to aim at that specific group. An example of this that was used in class was the malteaser’s advert.

the malteaser's advert

As you can see the advert targets its self more towards the women who may be loosing weight or just generally worry about their weight. You can tell this by the way it displays how many calories are in the packet and the whole I don’t feel naughty so I will do something outrageous campaign ties in to the product being not that bad for you, and the fact that the advert is a conversation between two women clearly suggests that the product is for women.

Segmentation

This week was all about market segmentation. Segmentation is a way of dividing a market in to specific sub groups, this can be done by…. Hair colour, age ,gender, religion ect. As well as looking at segmentation we looked at “profiling” this is when we look at the overall factors that determine how the customer is and acts. Marks and Spencer uses profiling to help them determine what products to stock in certain stores. They look at things such as what each customer buys and what sort of products they buy for example is it the” gastro pub” range or is it there “wise buy” range. They would then segregate all those people who purchase food into different sub categorise, this would enable them to promote there up coming promotions easier to there target market because they can tailor what vouchers each customer receives dependant upon what they purchase.
STP marketing
S- Segmentation (a group separated in to sub categories)T -Targeting (type of group they want to target)P -Positioning ( How do I market my product across to the specific target audience)


Why do we use segmentation?

We use segmentation because it helps break down the market into key sub categories which can then be further segmented into smaller categories. This all goes towards helping us know how to advertise to the correct target market. It also helps us identify customer needs so we can Better match them, it also help to keep customer retention this will then lead to enhanced profits for the company.
Business to customer segmentation uses the cluster analysis as a way to segment there potential customers. Cluster segmentation takes into account the following…

Size of the group you are targeting to- the bigger the target group the more likely it becomes the company will sell more products

Involvement - how does the target audience involve themselves with the product, this helps segment them within the market. (what type of milk do u drink, organic skimmed etc)


Ability to pay - can the target market afford the product or do they need to save for it.


Interest/attitudes- how to advertise to the target group for instance do they use the internet watch TV or listen to the radio.


This diagram is an example of how market segmentation works and how is overall goal is how to market to wards the customers
the video below shows Prof. Malcolm Mac Donald live on the essential of Market Segmentation for making your company successful in business.

An example of a segmented product being advertised to a specific group

This is Mark Hill Mini De-Frizz Cleansing Shampoo 75ml is a normal shampoo but it has been created specifically for people with frizzy hair it is aimed at meeting the needs of that specific target group, which relates back to what I said about segmentation helping to identify customer needs.