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MC 3367 Advertising Notes, 2/16-2/18

by: Graciela Sills

MC 3367 Advertising Notes, 2/16-2/18 Mc 3367

Graciela Sills
Texas State
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About this Document

Tuesday's notes pertain to the professor's lecture on marketing and the 4 "P"s. Thursday's notes are about "The Merchants of Cool," the documentary we watched in class.
Thomas Grimes
Class Notes
Advertising, mass communication




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This 3 page Class Notes was uploaded by Graciela Sills on Tuesday January 19, 2016. The Class Notes belongs to Mc 3367 at Texas State University taught by Thomas Grimes in Summer 2015. Since its upload, it has received 236 views. For similar materials see Advertising in Journalism and Mass Communications at Texas State University.

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Date Created: 01/19/16
2/16    Marketing­­ Market Mix/Four “P”s    The 4 “P”s are   1.Product  2.Price   3.Place   4.Promotion​ (i.e., advertising)    Marketing​ = investigatory; involves finding target audience for advertising  Advertising = introducing product, developing loyal following (i.e., branding)    1) Product  Two ways to develop products for sale:  ● Survey public, determine consumer needs (Johnson&Johnson)  ● Develop product, then determine whom to sell it too  ○ 3­M Company concocted strange glue that wasn’t very sticky and therefore  seemed useless.  However, someone thought to apply it to paper, and the  resulting item was marketed as Post­It notes.    Branding​ = enhancement of product’s value by creating specific affective response based on  establishment of emotional connection to consumers  ● Colt Firearms Manufacturing Company vs. U.S. Firearms Manufacturing Company: sales  = proof that people will buy even defective products from Colt b/c of brand name.    2) Price depends on  ● Market demand  ● Production/distribution costs  ● Competition  ● Corporate objectives & strategies:  ○ Rolex = non­profit; expensive, but uses $ for philanthropy  ○ Wal­Mart’s volume currently under scrutiny due to store closures  ○ Domino’s Pizza­­ company believes delivery service more in demand than pizza  itself  ○ Battaglia, Rodeo Drive: prestige = the USP (unique selling point)    3) Place­­ Where will product be sold?  Buyers will spend more at some stores than others.    4) Promotion­­ once again, promotion = advertising  ● Market segmentation has always been important, but is even more so today b/c of  extreme fragmentation     Ergo, grouping variables​  used to select segment of market the advertiser/marketer is targeting  ● Behavioral, geographic, demographic, psychographic    Psychographic: Textbook thinks this has merit, but professor disagrees.  ● Involves pseudoscience such as right brain vs. left brain  ● Hard to measure w/regards to buying behavior  ● ELM (Elaboration Likelihood Model) is better indicator of consumer behavior    Geographic: market for durable goods (e.g., pickup truck market in Texas)  Demographic: characterization of customer base by ZIP    Behavioral: Easiest variable to measure/track/record  ● Obama campaign pioneered method of tracking individuals; revolutionized marketing   ● Different types of buyers:  ○ Tried product, rejected it  ○ Sole users, based on brand loyalty (e.g., “I’m a Chevrolet buyer”)  ○ Aware non­triers: use competitive products in one category, but won’t buy Brand  A (common in fast food market)  ○ Semi­sole users: opportunists who will buy if there’s a sale, for example  ○ Repertoire users​ : regularly switch b/w brands and are therefore most  susceptible to advertising  Repertoire users can cross w/other variables, including:  ● Usage rate: how much of the product is used, and which people are using it the  most?  (Rule of thumb is that marketers look for about 20% of a product’s users  who are brand­loyal yet easily swayed by advertising.)   ● Purchase­occasion: when are buyers most likely to buy?  ● Benefits­sought: what does the buyer want from the product?  ○ Repertoire users X heavy volume users X time of day X benefits = prime  customer base.                              2/18    “The Merchants of Cool” (2001)­­ PBS F ​rontline​ Documentary    Summary: Executives discuss how they seek out young trendsetters and expose underground  cultures to the mainstream, creating a cycle of intense but short­lived popularity that  necessitates a constant search for the next big thing.  The documentary also examines the  influence of television on teen behavior and the resulting feedback loop that perpetuates  increasingly sexual and violent content in pop culture.    Trends highlighted in “The Merchants of Cool”:    ● At the time this documentary aired, MTV was experiencing a resurgence after a period of  declining ratings.  One successful strategy was their “ethnography study,” which involved  going door to door and interviewing teens about their lives.    ● Films and TV aimed at teens made use of “edgy” stock characters created to maintain  the audience’s interest.  The “midriff” was a hypersexual and sophisticated girl, reflective  of those who grew up idolizing stars like Britney Spears and subsequently aspired to  achieve success with their own beauty.  The “mook” was an angry, immature, and often  misogynistic boy who acted like an adolescent well into adulthood.  Programs such as  MTV’s ​Spring Break ​portrayed real­life teens as they engaged in debauchery, creating  demand for more content that pushed boundaries.      ● Sprite’s marketers figured out that celebrity endorsements weren’t appealing to the youth  (because young people don’t like being told what to do, of course).  They continued  using famous people to pitch their product, but the ads became more self­aware and  emphasized the fact that Sprite would NOT give superpowers to those who drank it.    ● Some youth subcultures resisted the influence of big business, particularly the “rage  rock” genre of music, whose fans prided themselves on owning something that seemed  too shocking to be marketable. Nevertheless, marketers managed to orchestrated the  rise of groups such as Limp Bizkit, and even the original purveyor of the genre, Insane  Clown Posse, could not remain obscure.    ● The teenage population in 2001 was the largest in American history at 33 million, even  outnumbering Baby Boomers.  These young people spent $100 billion in 2000, and  influenced up to $50 billion of their parents’ spending.     


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