As part of enterprise festival week I attended two events, these were the marketing industry panel and the graduate industry panel, these events were important to attend in relation to one of the assignment. The marketing industry panel was the one I found the most interesting as various companies such as Media com, Millward Brown, Burson marsteller, rapp and Billets the provided an insight on the role of advertising in the 21st century and the role of their own company plays in relation to advertising, it was amazing what they do and I was really surprised how the university managed to get these companies such as Mediacom, Millward Brown and rapp were the companies that stood out to me. The discussions at the marketing communication event explained what the role of marketing communications performs for the 21st century businesses, the discussion lead to how consumers are not aware of advertisement through TV advertising compared to the past especially as most consumers are being directed to social networking sites such as Facebook, twitter and MySpace where they are targeted by online advertisement. However consumers do consume advertising as long as there is a relevance and value to the advertisement, consumers are needed as they create brands, it’s their loyalty to the brand that builds a relationship and produces the brand. The role of marketing communications is to build a brand on a life stage, as well as publicising the brand and consumers interacting with the brand.
Kotler and Armstrong (2004, p.468) define marketing communication as the process of presenting an integrated set of stimuli to a market target with the aim of gaining a desired set of responses setting up ways to receive, interpret and act on messages from the market to modify present company messages and identify new communications opportunities. (Lancaster and Reynolds 2005, P.185)
The role of marketing communications performs for the 21st century is targeting and interacting with consumers using one or more media such as newspapers, billboards, internet and anything that provides a role of communication for brand and marketing messages.
The graduate industry panel was kind of useful, but I think that only because I arrived late and had to pick up from anywhere, so at that point I was slightly confused on what was going on but from what i heard the discussion was based on how the job role that we choose toapply to the activities of the job role, this will be applying real life experiences as relevance matters.
There was a third event I had chosen to attend it was a 24 hour challenge, I was really looking forward to it, it was a challenge of creating an advert in 24 hours but was cancelled because not many people turned up.
Sunday 20 December 2009
Thursday 10 December 2009
Personality and self concept
Personality:
There are many ways in which personality types can be encouraged by, this may be through nature, nurture the way we have been raised on the basis of the people and what type of environment, personality types may also be encouraged through our peers on the type of people we socialise with or the birth order depending on what birth order being the oldest, to the middle and the youngest child within the family this can also determine the type of personality.
Myer Briggs simpson character:
I had taken a personality test on the following link, http://www.mypersonality.info/personality-types/ the test provided me with results of my personality to be a ESFJ - Supporter
Self concept:
Self concept is how we think about and evaluate ourselves. To be aware of oneself is to have a concept of oneself.
The term self-concept is a general term used to refer to how someone thinks about or perceives themselves.
Source: http://www.simplypsychology.pwp.blueyonder.co.uk/self-concept.html
Self Image-
Self image is also known as self concept its based on What you think you look like?How you see your personality? What kind of person you think you are? What you believe others think of you? How much you like yourself or you think others like you etc. So its based on the way you see yourself and the way you think others see you as.
Source: http://www.more-selfesteem.com/selfimage.htm
This image shows how this female may have an image of herself.
Self Esteem -
Self Esteem is how you feel about yourself. Self esteem and image are closely connected because if you have a poor opinion of yourself your self esteem will be low.
Source: http://www.more-selfesteem.com/selfimage.htm
Below are images which are examples of how there are people who have self esteem issues and neccessary dont have faith in themselves and so put themselves down by stating their bad points.
This is an advertising campaign created by dove in order to encourage individuals to be proud and happy with themselves and the way they are.
Advertisements targeting children:
There are many ways in which personality types can be encouraged by, this may be through nature, nurture the way we have been raised on the basis of the people and what type of environment, personality types may also be encouraged through our peers on the type of people we socialise with or the birth order depending on what birth order being the oldest, to the middle and the youngest child within the family this can also determine the type of personality.
Myer Briggs simpson character:
I had taken a personality test on the following link, http://www.mypersonality.info/personality-types/ the test provided me with results of my personality to be a ESFJ - Supporter
My personality type shows how I am Ned flanders, the 'annoying' simpsons character, and so the test showed my personality strengths being a warm hearted individual having value relationships, and being customer focused with the ability to bring out the best of people The weaknesses of my personality is that I can be self-sacrificing and may not pay enough attention to my own needs
Self concept:
Self concept is how we think about and evaluate ourselves. To be aware of oneself is to have a concept of oneself.
The term self-concept is a general term used to refer to how someone thinks about or perceives themselves.
Source: http://www.simplypsychology.pwp.blueyonder.co.uk/self-concept.html
Self Image-
Self image is also known as self concept its based on What you think you look like?How you see your personality? What kind of person you think you are? What you believe others think of you? How much you like yourself or you think others like you etc. So its based on the way you see yourself and the way you think others see you as.
Source: http://www.more-selfesteem.com/selfimage.htm
This image shows how this female may have an image of herself.
Self Esteem -
Self Esteem is how you feel about yourself. Self esteem and image are closely connected because if you have a poor opinion of yourself your self esteem will be low.
Source: http://www.more-selfesteem.com/selfimage.htm
Below are images which are examples of how there are people who have self esteem issues and neccessary dont have faith in themselves and so put themselves down by stating their bad points.
This is an advertising campaign created by dove in order to encourage individuals to be proud and happy with themselves and the way they are.
Advertisements which appeal to hedonism:
Hedonism is pleasure seeking this is ways individuals may seek enjoyment, an example of this is a advert below which shows a female indulging in a galaxy chocolate having hidden it from others shows the enjoyment on having it all to herself.
Hedonism is pleasure seeking this is ways individuals may seek enjoyment, an example of this is a advert below which shows a female indulging in a galaxy chocolate having hidden it from others shows the enjoyment on having it all to herself.
Advertisements targeting children:
Monday 30 November 2009
Experimenting on one's perception
During lecture, I did a small experiment on perception, the experiment involved samples of two types of perfumes one was the scent of male perfume hugo boss, the other was a females perfume nina ricci, the aim was to see how everyone tells the difference bewteen the smells and which one they think is the females and males perfume, majority of the people guessed correctly the reasons were because the scent was familar like the females perfume is all sweet and fruity, and others choices were influenced by what everyone else thought and so most of the participants decision was influenced. There was suprisingly and strangely one or two who guessed incorrect but only because they were trying to provide a different answer.
The outcome of the experiment showed how sensation has an impact on ones perception.
The females perfume was Nina ricci
The male perfume was hugo boss energise
The outcome of the experiment showed how sensation has an impact on ones perception.
The females perfume was Nina ricci
The male perfume was hugo boss energise
Thursday 15 October 2009
The buyer decision process:
There are various stages in which buyers pass through to reach a buying decision. The model shows the consumer passing through the five stages, need recognition, information search, and evaluation of alternatives, purchase decision and post purchase behaviour. (Kotler et al 2005, p. 279)
Need recognition:
This is where the buying process starts when the buyer recognises a problem, need or desire. The need can be triggered by internal or external stimuli, which can become a drive. (Kotler 2003, P.204)
Information search:
This is the process in which the consumer goes in search of more information regarding the product; they may be able to obtain more information through personal sources like family, friends, neighbours, acquaintances. Commercial sources such as advertising, sales people, the internet, packaging and displays. Public sources include the mass media, consumer rating organisations. Experimental sources include handling, examining and using the product. These four groups of sources allow the consumer to obtain more information regarding the product; the main source that would be taken into consideration would be personal sources. (Kotler et al 2005, P 281 and 282)
Evaluation of alternatives:
The consumer will evaluate all alternatives; this may be influenced by product attributes, importance of the product or due to the brand beliefs, or a utility function and the final being the evaluation procedure of the product. (Kotler et al 2005, P 282 and 283)
Purchase decisions:
This is an evaluation stage; this involves the process of the intention to purchase the product. The consumer would consider what brand would be the best option if there are various choices, the decision could also be made on the basis of price and convenience on which would be best in order to come to a final decision (Brassington and Pettitt 2006, P.108)
Post purchase behavior:
This stage involves consumers to take further decision based on satisfaction or dissatisfaction of the product. This is based on whether the supplier met the expectations of the consumer. (Brassington and Pettitt 2006, P. 109 and 110)
Perceptual mapping:
Above is an example of how perceptual mapping used, it shows an example of the chocolate products.
Perceptual mapping helps to provide insights into appropriate competitive actions. As well as providing an assessment and defining meaningful product positioning, this process provides opportunities to differentiate products, strengths and weaknesses, and ways to define the competition of the product as it shows how far away from competition is from the product is perceived and the map shows an understanding on how to improve the product offering. (Brassington and Pettitt 2006, P. 360)
There are various stages in which buyers pass through to reach a buying decision. The model shows the consumer passing through the five stages, need recognition, information search, and evaluation of alternatives, purchase decision and post purchase behaviour. (Kotler et al 2005, p. 279)
Need recognition:
This is where the buying process starts when the buyer recognises a problem, need or desire. The need can be triggered by internal or external stimuli, which can become a drive. (Kotler 2003, P.204)
Information search:
This is the process in which the consumer goes in search of more information regarding the product; they may be able to obtain more information through personal sources like family, friends, neighbours, acquaintances. Commercial sources such as advertising, sales people, the internet, packaging and displays. Public sources include the mass media, consumer rating organisations. Experimental sources include handling, examining and using the product. These four groups of sources allow the consumer to obtain more information regarding the product; the main source that would be taken into consideration would be personal sources. (Kotler et al 2005, P 281 and 282)
Evaluation of alternatives:
The consumer will evaluate all alternatives; this may be influenced by product attributes, importance of the product or due to the brand beliefs, or a utility function and the final being the evaluation procedure of the product. (Kotler et al 2005, P 282 and 283)
Purchase decisions:
This is an evaluation stage; this involves the process of the intention to purchase the product. The consumer would consider what brand would be the best option if there are various choices, the decision could also be made on the basis of price and convenience on which would be best in order to come to a final decision (Brassington and Pettitt 2006, P.108)
Post purchase behavior:
This stage involves consumers to take further decision based on satisfaction or dissatisfaction of the product. This is based on whether the supplier met the expectations of the consumer. (Brassington and Pettitt 2006, P. 109 and 110)
Perceptual mapping:
Above is an example of how perceptual mapping used, it shows an example of the chocolate products.
Perceptual mapping helps to provide insights into appropriate competitive actions. As well as providing an assessment and defining meaningful product positioning, this process provides opportunities to differentiate products, strengths and weaknesses, and ways to define the competition of the product as it shows how far away from competition is from the product is perceived and the map shows an understanding on how to improve the product offering. (Brassington and Pettitt 2006, P. 360)
Saturday 10 October 2009
Perception
Perception represents the way in which individuals analyse, interpret and make sense of incoming information, and this is affected by personality, experience and mood.
Source: Brassington and Pettitt 2006, P.118
Solomon et al explain 'Perception as the process by which stimuli are selected, organized and interpreted. Sensation is a way we process data, referring to sensory receptors like eyes, ears, nose, mouth and fingers to such basic stimuli as light, colour and sound.
I cant really say much seeing as these definitions say it all but Id say perception is the way the individual make sense and creates a meaning of the information they choose to recieve, its the way the individual wishess to obtain and use that information in the way they want and know.
This diagram shows the influences we have on how were perceived this could be because of what we think, what we say and what we do indicates to others how we may be.
If you see two types of images don't be scared because thats the whole point of it, if you only see one well there's nothing I can really say but apart from STOP trying to make sense of it from one view. This image can be perceived in two different ways, one way being a vase in the middle and the second looking like there is two faces on the side, I noticed both!
The answer is its straight,well if you said they slope don't worry there's nothing wrong with your eyes because this image was created to make it look like that by using stripes to have an effect of it sloping. These images are examples of how information can be intepreted in different ways depending on the way the individual chooses to do so, but everyone has a way of analysing information in their own way.
The perceptual process is made up three stages this includes sensation, attention and interpretation this is based on the process of perception. The stages involved in selecting and interpreting stimuli.
Source: (Solomon et al 2006, P.36)
Using senses to view advertisements:
As explained before how we use our sensory receptors to view advertisements, below are examples how this works.
Touch:
This advert automatically indicates a skin care advert as it uses fingers as a sense of touch.
Eyes:
This just attract eye sight because of the actions of the image the print advert has created the consumer then trys to intepret what it means, providing a quote at the bottom which then allows the consumer to make sense of it.
Ears:
This advert is a T-mobile advert trying to grab the consumers attention with the type of music, it also appeals to sense of eyes as once the consumer starts watching the advert they just wonder whats going on what is this advert as there is a range of dance movements going on through out the advert.
Taste:
This video is advert of magnum ice cream trying to aim at consumers sensory receptor taste as they go in too more depth about the taste of the product showing images to make it appealing to consumers taste buds.
Smell:
This print advert is aiming at the consumers sense receptors smell, as the image indicates the apples scent is used for the perfume.
Here is a link on a more depth discussion on perception - http://www.sapdesignguild.org/resources/optical_illusions/intro_definition.html
Source: Brassington and Pettitt 2006, P.118
Solomon et al explain 'Perception as the process by which stimuli are selected, organized and interpreted. Sensation is a way we process data, referring to sensory receptors like eyes, ears, nose, mouth and fingers to such basic stimuli as light, colour and sound.
I cant really say much seeing as these definitions say it all but Id say perception is the way the individual make sense and creates a meaning of the information they choose to recieve, its the way the individual wishess to obtain and use that information in the way they want and know.
This diagram shows the influences we have on how were perceived this could be because of what we think, what we say and what we do indicates to others how we may be.
 |
| Looking at this image what do you see? |
 |
| Do you think the lines are straight? |
The answer is its straight,well if you said they slope don't worry there's nothing wrong with your eyes because this image was created to make it look like that by using stripes to have an effect of it sloping. These images are examples of how information can be intepreted in different ways depending on the way the individual chooses to do so, but everyone has a way of analysing information in their own way.
The perceptual process is made up three stages this includes sensation, attention and interpretation this is based on the process of perception. The stages involved in selecting and interpreting stimuli.
Source: (Solomon et al 2006, P.36)
Using senses to view advertisements:
As explained before how we use our sensory receptors to view advertisements, below are examples how this works.
Touch:
This advert automatically indicates a skin care advert as it uses fingers as a sense of touch.
Eyes:
This just attract eye sight because of the actions of the image the print advert has created the consumer then trys to intepret what it means, providing a quote at the bottom which then allows the consumer to make sense of it.
Ears:
This advert is a T-mobile advert trying to grab the consumers attention with the type of music, it also appeals to sense of eyes as once the consumer starts watching the advert they just wonder whats going on what is this advert as there is a range of dance movements going on through out the advert.
Taste:
This video is advert of magnum ice cream trying to aim at consumers sensory receptor taste as they go in too more depth about the taste of the product showing images to make it appealing to consumers taste buds.
Smell:
This print advert is aiming at the consumers sense receptors smell, as the image indicates the apples scent is used for the perfume.
Here is a link on a more depth discussion on perception - http://www.sapdesignguild.org/resources/optical_illusions/intro_definition.html
Friday 2 October 2009
Dont judge a book by its cover!
The First lecture based on understanding the customer,started off with a discussion on what attracts the customers into purchasing a book, the things which may attract the customers to a book may be the look of the book e.g Pictures or the title which may attract them due to what its called, and even some may be interested by the small description of the book explained at the back, in order to see what it is as that may attract the customers to a book we did an activity in which we looked at two different covers of the books the first cover showed just a few images without the title and what we think the book may be and who we think it may be aimed at we looked at the colours and the images, the colour red indicated either a story of love or murder and something quite dark, we were then shown another book cover which shows a nice car of a female stepping out of a car this indicates a mystery of the book which shows theres some mystery about the person stepping out of the car which gets you thinking whats it about, the graphic was also more updated then the first book, we were asked which one we were attracted to reading an most people said that the second book held more mystery and was more attractive we were then told that infact they were the same book but the first book cover was the older version of the 90's and the second book cover was a newer version. Both book covers was the book of the bonfire of the vanities.
Cover 1 shows the 90's versions of the book the bonfire of the vanities, the book was aimed at men. whereas the newer version cover 2 was created to aim at the female
Cover 1:
Cover 2:
If your not really a book reader than you have an option of the movie,thats right they even have a movie of bonfire of the vanities. Below shows an image of the movie, so if your a fan of tom hanks, bruce willis and melanie griffith then theres your option.
So which one appeals to you?
I find that cover 2 appeals to me, but I wouldnt mind seeing the movie though.
The second activity we had done was based on understanding the customer in a way by steoreotyping we drew a shape an in that shape we were writing things about ourselves minusing the name we had written down things like age, gender, where were from, whats our favourites such as colour, pet, band, song our hobbies, and things like what would we spend a million pounds on after that we switched our papers an we had to think who we think the person may be and what type of person they are,this involved stereotyping one another. I never guessed the persons one I had, if I went back now I would guess it correctly.
Cover 1 shows the 90's versions of the book the bonfire of the vanities, the book was aimed at men. whereas the newer version cover 2 was created to aim at the female
Cover 1:
Cover 2:
If your not really a book reader than you have an option of the movie,thats right they even have a movie of bonfire of the vanities. Below shows an image of the movie, so if your a fan of tom hanks, bruce willis and melanie griffith then theres your option.
So which one appeals to you?
I find that cover 2 appeals to me, but I wouldnt mind seeing the movie though.
The second activity we had done was based on understanding the customer in a way by steoreotyping we drew a shape an in that shape we were writing things about ourselves minusing the name we had written down things like age, gender, where were from, whats our favourites such as colour, pet, band, song our hobbies, and things like what would we spend a million pounds on after that we switched our papers an we had to think who we think the person may be and what type of person they are,this involved stereotyping one another. I never guessed the persons one I had, if I went back now I would guess it correctly.
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