Blogger Assignment: Persuaders Eval.

Q: "The Persuaders" program explores the idea that Americans are seeking and finding a sort of identity in buying/joining a brand. What is this about?

A: To me, buying and associating yourself with a brand is just another way of belonging. No one wants to be an outsider, and everyone wants to be apart of something bigger than themselves. It showed me that the consumer wants an identity, but they didn't want to feel like they were necessarily morphed into or persuaded to develop that particular personality through brands. Consumers want to feel like themselves before and after they buy the product; however, to a certain extent, marketers create this feeling by veiling the consumers eyes and making them believe marketers aren't trying to persuade/change their overall persona.

Q: What are the common elements in the persuasion/selling strategies of advertising and marketing?

A: Common elements in persuasion strategies seem to surround around the customer. There were many "look" and "feel" questions being asked through surveys, and this was done to understand how each product was perceived; yet, at the same token, sometimes it seemed as if some of the suggested words were leading words. It was as if the marketers were politicians, trying to go after the undecided voters. And ultimately, that's how, in my eyes, clutter starts.

I will say that seeing "Song" in action was interesting. The way they approached trying to incorporate women and make them feel was an eye-opener. One thing that I did notice, though, was that because they were trying so hard to "jazz" up this airline, their message was lost among their irrelevant photos and misconstrued message of what the "modern" woman was all about; they tried to reshape Delta airlines so much that it didn't resemble what it was suppose to represent: fair flying.

And "Song" tried it all: specific ads, sales promotions, personal selling enticements, etc; but I'm sure they've been unsuccessful because it took me seeing this video before I ever heard of "Song."

Q: Where are we headed? What are your thoughts on how far the techniques of persuasion might go?

A: I think we're headed in a very dark direction. And I say this because of the obscene steps churches are taking to reach the public's eye. Last year, Spring 2008, a group of religious individuals decided to billboard vile, yet, consuming photos of abortions--everything from dead hands on penny's to detereorating, half-developed ribs of fetus'. It was shown for two days, and those walking towards it were given warnings, but, when churches resulted to obscenities like those to advocate life, something's wrong.

I think techniques will get more cutthroat and obscene, less conservative and more liberal, and eventually, there will be no bounds.

Blogger Assignment: #6

I. Chapter Questions for Exam:
A. Chapter 4
1. What is Market Segmentation?
a. process of identifying specific purchasing groups based on their needs,
attitudes, and interests.
B. Chapter 5
1. How do you go about choosing an agency?
a. Set Goals
b. Select process and criteria
c. Screen initial list of applicants
d. Request client references
e. Reduce list to two-three viable agencies
f. Request creative pitch
g. Select agency
C. Chapter 6
1. List and explain the seven popular advertising appeals.
D. Chapter 7
1. Give three examples of how to beat ad clutter.