I suppose this is the end! My last blog explaining about what I think about blogging, if that makes sense?
Its been a great learning aid its not something Ive done before, it was good a good experience to learn in a different way. It was hard to stay up to date it makes you think how people blog on a daily basis, maybe because lecture finished on a friday afternoon and you think Ill do it later its not going to take long, but that were I was wrong its a long process as you have to do expand on the research outside the lecture as well as reflect on the lecture content. But blogging has shown me to learn in a different way, Id say a more creative way. I hope reading my posts you have enjoyed yourself. I bid farewell!
Targeting to kids is important to marketers because they have their own purchasing power, they influence their parents' buying decisions and they are the future consumers. Advertisers spend a huge amount of money to target children
Parents today are willing to buy more for their kids because trends such as smaller family size, dual incomes and postponing children until later in life mean that families have more disposable income. As well, guilt can play a role in spending decisions as time-stressed parents substitute material goods for time spent with their kids.
Here are some of the strategies marketers employ to target children and teens:
Pester Power is defined as the process in which marketers aim for children to pester their parents in to purchasing items that they may not buy. Marketing to children is all about creating pester power, because advertisers know what a powerful force it can be. These days’ kids have more control in the decision making within the family than previous times. According to the 2001 marketing industry book Kidfluence, pestering or nagging can be divided into two categories—"persistence" and "importance." Persistence nagging (a plea, that is repeated over and over again) is not as effective as the more sophisticated "importance nagging." This method appeals to parents' desire to provide the best for their children, and plays on any guilt they may have about not having enough time for their kids.
This is a clip of an example of the kids influence and what extent of the pester power would go to get what they want.
To effectively market to children, advertisers need to know what makes kids tick. With the help of well-paid researchers and psychologists, advertisers now have access to in-depth knowledge about children's developmental, emotional and social needs at different ages. Using research that analyzes children's behaviour, fantasy lives, art work, even their dreams, companies are able to craft sophisticated marketing strategies to reach young people.
Many companies are using "buzz marketing" a word of mouth" method. The idea is to find the coolest kids in a community and have them use or wear your product in order to create a buzz around it. Buzz, this is a way of using trendsetters to market for companies and get it started.
Marketers also create brand recognition in a very young children, as brand marketing overtime into the future they will recognise the brand
Corporations realize the power of the school environment for promoting their name and products and schools are requiring the extra funding and material and therefore accepting it. Marketers are doing this in a number of ways, including:
·Supplying schools with technology in exchange for high company visibility.
·Exclusive deals with fast food or soft drink companies to offer their products in a school or district.
·Advertising posted in classrooms, school buses, on computers, etc. in exchange for funds.
The internet has become a way for marketers to target children. A recent study carried out by Intuitive Media for New Media Age magazine interviewed more than 2,800 primary school children and found that 43% of them said they would buy or eat more of a food brand because they have seen it online or played a game about it. What is more, over 20% of them go online to find out about their favourite foods and snacks.
Age subculture, I never knew there was actually groups that business target on their age, well I kind of new but you'd never imagine that there was group like that with names, so companies target different age groups this is known asgenerational marketing.
The method of marketing to a specific generation is affecting the products and services are sold and promoted. Each generation have their own characteristics, therefore generations are categorized in order to market to them.
Generational Marketing is based on an understanding for marketers on what is associated with the different generations and how those generations interact with each other to be able to cater to the generation when it comes to products and services. Generational marketing says that the generation in which people are born significantly influences who they are, what they believe, what their values are, life skills, and ultimately, what they buy. Individuals placed in a category Members of a generation share the experiences of their formative years, including cultural, economic, global, political, and technological influences.
The differences between both genders buyer behaviour is based on the way advertising targets both male and female.
An article about a study which analyzed gender in advertising, explains how that men are usually portrayed as virile, muscular and powerful. Their powerful bodies dominate space in the ads. For women, the focus is on slenderness, dieting, and attaining a feminine ideal; women are always presented as not just thin, but also weak and vulnerable.
Critics and others suggest that just as traditional advertising has for decades sexually objectified women and their bodies, today’s marketing campaigns are objectifying men in the same way. A 2002 study suggests that this new focus on fit and muscled male bodies is causing men the same anxiety and personal insecurity that women have felt for decades.
These stereotypes exist, to a certain extent, because they are easier than getting to know every man and women in the world personally. Advertisers are especially prone to using stereotypes to sell products for the same reason. They assume that all women or men are similar to make targeting audiences a simpler process, as it’s easier than getting to know every man and woman in the world personally.
Men are stereotyped to be masculine, dominant, strong, aggressive and active. Whereas women are stereotyped as feminine, submissive, weak, emotional and communicative.
This is a video clip from the BBC comedy series 'That Mitchell and Webb look' it takes a very interesting look at how sexist TV advertising is and how advertising is stereotyped. It shows how adverts cater to female’s insecurities and worries and the males sense of being macho and cool.
This advert is an example of how females and males are stereotyped, men loving their alcohol and women loving their wardrobe and having chitchat.
This article explains the response from both genders when it comes to advertisements.
Females pay more attention to details than males do. They always seem to notice when something is out of place or missing. Women tend to remember the exact arrangement of the furniture used in an ad, and they even notice the small vase behind the actors or models. Women do not compete as much as men. Instead they are usually more understanding and sympathetic. Females also like objects of sentimental value; this is where nostalgic adverts have an effect on females. They like to feel special and unique. As women are able to use both sides of their brain more equally than men, they are able to communicate with others better. This will increase their emotional response, which will then cause females to purchase certain products.
Most women are very concerned about their appearance. They like to have a wide selection of products to choose from. An example of this is shampoo. It comes in varieties for dry or damaged hair, blonde hair, fine or oily hair, colored or permed hair, straight hair, curl enhancing, volumizing, etc.
Cherly cole was used for this advert as a way to aim at women to watch the advert as she is known as a style iconL'Oreal said they chose Cheryl as she is a ‘glamorous, stylish and talented young woman whose warmth and charm has captivated the nation and helped to establish her as an inspiration to women throughout the UK.’ Cheryl also said she’s excited about the opportunity and that ‘every woman has the right to feel beautiful.
Women respond more positively to advertisements than men do. They also tend to believe ads more than men. So research has shown that advertising is most effective when it targets women.
Males tend to see the big picture of things, and they do not notice details. Males love anything that can make their life easier, like objects that signal leisure and financial gains. Competition is a common thing with men. They hate to lose, and always want to be the best.
Gillette advert
Men do not want to seem concerned about their appearance or fashion. They are very concerned about their images. Males do not want to appear weak or to self-involved. For this reason, they like simple thing with few options. The Gillette advert shows well known celeb athletes known for their role they play in well known sports like golf, tennis etc. As many men seeing this advert will feel a sense of masculinity and power, that’s what the advert portrays.
Men tend to recognize the sponsor of ads more than women do. However, men also have a greater resistance to advertising. Males think advertisements are dull and boring (unless an attractive person is in the ad).
The colours used for advertisements do matter, as the colours and graphics in adverts capture the attention of consumers. So when it comes to targeting men in adverts, the article states that they prefer bright colours and women like softer colours. As men prefer simple things and most men only know the basic colours like red, blue and green. Advertisements with yellow and blue are more effective with men than women. Blue is the most popular colour for both men and women. Green is also a good colour for advertisements that that target both men and women.
This perfume advert is aimed men it shows simple advert with a basic colour blue with a great graphic showing a man in action which catches the eye immediately.
This perfume advert for woman shows the use of softer colours and a more femine look with a nice long dress.
This is an Adidas advert which I thought Ill show, its women vs men, let the competition begin!
Segmentation: Segmentation is the process in which customers that share a similar level of interest or needs are placed in groups in order for marketers to target a potential group of customers. There are four basic market segmentation strategies where consumer markets can be segmented on the following customer characteristics.
Geographic Segmentation Geographic segmentation is based on location, in order to segment the market geographically; this can be done by region, size of population, population density Demographic Segmentation Demographic segmentation is based on measurable statistics such as age, gender, income, social class, nationality etc. Psycho graphic Segmentation Psycho graphic segmentation groups customers according to their lifestyle preferences= such as activities, interests, opinions, attitudes and values. Behavioural segmentation Behavioural segmentation is based on customer's behaviour towards products like brand loyalty.
Targeting:
When the possible segmentation have been identified and the characteristics of each group having been clearly researched and established, the organization chooses which segments to target and which groups to ignore. The target group is organized in gender, age, lifestyle or behavior (Wright, 2000)
Positioning: Positioning is how marketers distinguish their product or service in the market this could be from competition. As consumers perception on the way the product/ service is positioned matters as they would perceive the quality, whether its value for money.
Groups A group is two or more individuals who share a set of norms, have role relationships, and experience interdependent behaviours. Groups can be made through social, cultural or the same interests.
Why do groups exist? A discussion in lecture started off with why we think groups exist, this may be to:
To form an Identity
Feel belonged
Afraid to be alone
Feel secure
Associate with people with similar interests
These are a list of reasons why groups exist, as maslows hierachy of needs is belonginess, maslows says how people need to feel a sense of belonging and acceptance, when someone doesnt feel love or beloginess it can lead to loneliness, social anxiety, and clinical depression.
Group types:
Conformity: Conformity is a type of social influence involving a change in belief or behaviour in order to fit in with a group.
Opinion leaders: Solomon et al explains opinion leader is a person who is frequently able to influence others attitudes or behaviours.
Peer pressure: Peer pressure in my words is forced by friends to take on something. A definition of peer pressure is when children and teenagers feel social pressure to conform to the group of peers with whom they socialize. This can have an influence on how children dress, what kind of music they listen to, and what types of behavior they engage in, including risky behaviors such as using drugs, alcohol and smoking. Pressure could also happen in adulthood.
This post is based on generation x. There are 51 million members of Generation X, born between 1965 and 1976, grew up in a very different world than previous generations. Divorce and working moms created "latchkey" kids out of many in this generation. This resulted in independence, resilience and adaptability. Generation X feels strongly about not relying on someone. They were better educated than the baby boomers.
Generation X saw their parents get laid off or face job insecurity. Many of them also entered the workplace in the early '80s, when the economy was in a downturn. Because of these factors, they've redefined loyalty. Instead of remaining loyal to their company, they have a commitment to their work, to the team they work with, and the boss they work for. Even more so than Baby Boomers, members of Generation X dislike authority.
Social trends that affected this group included taking drugs such as marijuana which was a big thing during that time, they also believed in spiritual concepts such as peace and were most protesters fighting for rights.
They were the first group to grow up with computers, and most of the subcultures were made of hippies. This was the time when women were joining the work force.
In lecture we did an activity this would say how we perceive ourselves we were told to rank the following animals in order of personal preference
Lion
Dog
Parrot
Elephant
Kahle suggest a list of values which are personal preferences to each individual.
1.Self Respect
2. Excitement
3. Being Well Respected
4. Self-fulfillment
5. Sense of accomplishment
6. Warm relationship with others
7. Security
8. Fun and enjoyment
9. Sense of belonging
Values: Values to me means belief and what you have been taught this could be from family based on culture. Solomon explains values as a belief about some desirable end state that transcends specific situations and guides selection of behaviour.
Involvement: Involvement is an individuals perceived relevance of the product, an advertisement or purchase situation based on their inherent needs, values, and interests. The following allows them to have an involvement.
Timeline- The Key events that made an Impact
Here is a timeline of the key events that made an impact on me.
VALS Results: The test showed my primary Vals type to be an Experiencer, they are avid consumers and spend a comparatively high proportion of their income on fashion, entertainment, and socializing. Their purchases reflect the emphasis that they place on looking good and having "cool" stuff
Experiencers are motivated by self-expression. Young, enthusiastic, and impulsive consumers, Experiencers quickly become enthusiastic about new possibilities but are equally quick to cool. They seek variety and excitement, savoring the new, the offbeat, and the risky. Their energy finds an outlet in exercise, sports, outdoor recreation, and social activities
The test also showed my secondary type to be a striver, Strivers are trendy and fun loving. Because they are motivated by achievement, Strivers are concerned about the opinions and approval of others. Money defines success for Strivers, who don't have enough of it to meet their desires. They favor stylish products that emulate the purchases of people with greater material wealth. Many Strivers see themselves as having a job rather than a career, and a lack of skills and focus often prevents them from moving ahead.
Strivers are active consumers because shopping is both a social activity and an opportunity to demonstrate to peers their ability to buy. As consumers, they are as impulsive as their financial circumstance will allow.
These are the results of the second time I did the test because it don't really agree with the results but i thought it might change but the the outcome was still experience and striver, so I got the same results so I decided to accept it there's no point in being in denial.
