In this documentary, PBS uncovers the evolution of marketing. Marketing has moved from targeting large groups, to targeting individuals and smaller segments. With so many messages being transmitted through the media, the line between what is being absorbed and what is not has become blurred. Getting through the clutter is difficult. Every thing is done to break through the clutter. Therefore, marketers need to market to only those who really want to hear the message, and to get those people that hear that message, to have an emotional response to it.
One of the ways to break through the clutter in advertising is to create meaning through emotional or spiritual branding. Marketers are targeting consumers in a way that tries to get consumers to have emotional experiences tied to products. This line of thinking is best displayed in ads like those of Nike that say "transcendence through sports," or ones by Starbucks that say that Starbucks is a "third place meeting house." What this does is get the consumer to act on emotional response that can be evoked from certain ideas or phrases that an ad contains. It is selling an idea, not a product. This can go even further - it can depict a product as a lifestyle. This approach revolves around people's desire to belong to a group or cult. In this way, Apple i-pod users become a sub-culture, and you can share a special bond with other i-pod users. This is spiritual branding.
Another way to break through the clutter is to aim your messages at one individual, rather than a large segment. This can be done by targeting people individually through a process called narrowcasting. There is a large amount of date available on every person, and this information, for a price, can be sold to marketers to tell them, what you like to do, your tendencies. This saves marketers precious resources like time and money.
The documentary follows different ad agencies, marketing theorists, and products, like Song airlines, in light of the emotional branding theme, and others. It gives several real world advertising examples which display what the advertising agencies are doing and why.
2) High-light the Major Issues to be discussed.
Narrowcasting - The idea of marketing to one individual as a whole segment. This done using data mining and database marketing.
Attitudes - Person's enduring favorable or unfavorable evaluations, emotions, or action tendencies toward some object or idea.
Emotional Branding - Generating an emotional response from a product that you can associate a favorable experience with.
Marketing Myopia - Having the largest scope of activity possible. Not limiting your product scope.
Focus Groups - Simultaneous personal interview of a small group of individuals, which relies on group discussion about a certain topic.
Product Placement - The placement of products in movies and T.V. shows to advertise the product.
3) Discuss these issues in light of the Marketing/Business Theory and Literature / 4) Evaluate the situation presented in terms of the appropriateness of the strategy being utilized.
Narrowcasting has become popular because it allows a marketer to send a personalized message to an individual, and to tailor that message directly to that person. Data companies such as Axciom, have compiled information through the use of credit cards and personal interviews from mailings, and they have learned what people like what. This is very appropriate because it allows marketers to screen messages and give a consumer only what they want to hear.
A person's attitude toward a product comes from their perception of what the product is all about. The film begins by focusing on a new up and coming airline called Song, a sub-siduary of Delta Air Lines. They tried to invent a new culture in an airline. They did a lot of word association to accomplish this, to find out what kind of attitudes people had toward their product.
They noticed that women were going...
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