Blogger Assignment: #10

New York & Company


The exclusive brand store that I went to visit Friday afternoon was New York & Company. I'm not an avid shopper, especially when it comes to the mall; however, I had no choice with this assignment!


So, in the beginning, I was somewhat dreading the experience to come. It had been years since I'd been in there, and the last impression I got was still prominent. I left New York & Company, never looking back, because they came off as a "motherly" brand. Old, out-of-date, and tacky were the description words tossing back and forth in my mind before I approached the store. I just felt like they'd be another big disappointment like most junior/women department stores. One thing I'd say that was positive about my past experience was that their customer service was better than the average. They did say hello, and they did offer their help; but I've worked in retail, and looking back, I wondered whether their lines were scripted like the weekly taglines they told us to use at Hollister.


So, in a nutshell, I was a little "turned-off" to the idea of New York & Company. The major question to me was more so whether they were truly being genuine four years ago--or were they what some stores have become?


Before I went into New York & Company, I sat outside and decided to survey the setup. It was brightly lit and held grand walkways accenting the name of the store. I thought they were trying to give off some sort of upper-middle class, regal feeling, but from a distance, most of the clothes still screamed soccer mom! One of the entrances were gated off, and that led me to believe they had past problems with thievery. That didn't phase me because I remembered how ridiculously prevalent stealing was working in Hollister. Clothes lined the walls, and styles were separated by Spring, business, and workout attire. There were casual tops in the back, and it looked like undergarments were to the right towards the back. A couple of sales people were restocking some outfit racks, and another was just walking around aimlessly. There weren't that many customers, but it was only a little after two. There were a couple of older women, maybe in their late twenties, rifling through the clothing racks. A couple of young teens--maybe nineteen-ish--walked into the store together and began trying on clothes.


After Entering & Exiting the Store


I didn't have anything particular in mind when I went into the store. I just wanted to see if their clothes were still older than me--or whether I just had to grow into their style. I will say that there were some nice ensembles and two piece dress suits, but for the most part, their demographic seemed to be young business women and teachers. They had some nice, cheap jewelry, and that peaked my interests, but ultimately, New York & Company would, for now, only be a store that I went to before job fairs and interviews--that or cheap jewelry.


Customer service was really nice though. I didn't learn their names, but there was a girl with brown hair and a ponytail that checked on me when it seemed as if I was puzzled on what to buy. She even offered matching suggestions! So, maybe she genuinely cared about the customer; maybe the retailer is what makes the taglines count for something.


Post New York & Company Perception


I still believe that it's for an older crowd, but the difference between now and back then is that I'm slowly becoming a part of their in crowd. Ultimately, it's a store that's made for a young woman to grow into. And it's a little comforting because if you're not ready, it'll be there when you are.

Blogger Assignment: #9

Exam 3 Questions


CHAPTER 8:
1. Which of the following is not an advantage of Television Advertising?
a.High Frequency Potential
b.Segmentation possibilities through cable
c.Short amount of copy
d.High intrusion value


2. Which of the following is an advantage of Newspaper Advertising?
a. Internet classified competition
b. Limited audience
c. Short life span
d. Cumulative volume discounts


Video Question:
3. What was the name of the airline branching the new name Song?
a. American Airlines
b. Delta
c. British Airways
d. Continental


Chapter 9:
4. Examples of giveaways are:
a. Apparel
b. Glassware
c. Recognition awards
d. All of the above


Chapter 10:
5. How many requested coupons are electronically delivered over the internet?
a. 28%
b. 18%
c. 50%
d. 90%

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.

Blogger Assignment #6

HEY, EVERYONE!! CHECK OUT THIS RAW VIDEO, AND PLEASE LEAVE COMMENTS! THANKS! RESPONSIBILITY ALWAYS WINS!!






Also, PLEASE take this AAF survey! Here's the link! http://spreadsheets.google.com/viewform?formkey=cGdpM3ZvRmRndGdIOTBQZUVmN3gyZHc6MA



Let's see. The overall experience was definitely an eye-opening one. I mean, there were people that positively perceived us, and then there were the people that just wanted nothing to do with us. But our group did affect a few people; some even felt they needed to voice their opinions of it in the Daily Egyptian. But even if we don't completely change people over night, I'm just glad we're able to get them talking. That's my goal; that's my success!

Blogger Assignment: #5

During the RAW campaign, I was able to catch a glimpse of two different groups. The first one I came across was the "Beer Goggle" group. They placed goggles made out of duck tape and saran-wrap in front of one of the entrance doors to Lawson. I liked the way they did it because, as a bystander, it made me curious as to what this contraption was blocking my view! It was funny, but at the same time, it was a serious matter as well. They were trying to get others to realize that their vision IS impaired when involving alcoholic beverages. And I think it was affective--but only short-term. It was one of those moments where you think "oh, that's interesting AND true," but by the weekend, the image and experience would be long gone. I think the project would've been more effective if their project was on more than one door. If someone would've been talking to each person that walked through the goggle experience and "made it" out alive, there would've been a shared moment and gateway to change.


The second group I experienced was the tailgating group that went across campus yelling and wearing interesting t-shirts. I liked their group the most because they had a lot of energy and teamwork. Not only did they get your attention, but they had people talking. I only watching them for a moment because I had to leave for an exam, but their yelling had even those indoors speaking of their shenanigans. Their group was effective because they were "in your face." And the truth written on both front and back of each person's t-shirt showed the "dangerously fun" and "academically scary" part of falling in line with these negative societal practices. The only thing I worried about was whether people would take them seriously or not. I think that would be the biggest problem to overcome. Would people laugh it off or would they actually pay attention?

And realistically, I don't think the impact we're looking for will happen as far as a "major" change across campus. But effecting just one person is better than none. Anyway, the reason I say that there might not be a huge change is because my group, Group A, actually ran into a couple of guys that claimed that movements like these actually drive them and others they've spoken with to "drink out of spite." So, realistically, we might change a few minds, but being aggressive advocators of binge drinkers could also drive hard-headed individuals, those that need it the most, away.

Blogger Assignment: #4

Questions for Exam # 1:

1. What are the five elements that complete the Communication Process?

2. What are the four Corporate Names and what does each one stand for?

3. List four of the eight types of brands.