Chapter 16

Consumer-Oriented Sales Promotional Items:

Effective:  Toppers pull tabs

These are effective because you get money off of your next order of pizza, or have an opportunity to win a free order.  People are going to order pizza from there regardless of the promotion the are running.  This was just an added bonus.  

Ineffective:  Wal-Mart Roll Back prices.  This has made customers "deal prone" or promotion dependent on the good or service their are offering.

Trade-Oriented Sales Promotional Items:

Effective:  Pumps Perks (Wednesdays is double points days) so they push certain items, and when those items are purchased, you get more points.  This is effective because it draws people in and they still get an incentive to purchase.

Ineffective:

Direct Mail Piece Opinion

These pieces were well done.  For me personally, they were too small.  I normally would have missed this in the rest of my mail and it would have gone directly into the garbage.  Yes, this piece caught my attention.  It is direct, to the point and I know what it is for.  It is personalized with images of the candidate on the piece showing "emotion" if you will. 

Learning Plan #6- Outdoor Advertising (Billboard)

Outdoor advertising has become a greater source for marketing based upon many factors.  Billboards are a precise way for marketers to get their message across.  They are able to target a specific location based off of laditude and longitude.  The technology used for outdoor advertising is interesting.  They can monitor the traffic that sees it.  Also, there are now digital billboards available which are able to rotate ads.  When it comes to a direct mail piece, or brochures, there isn't something quite as exquisite as that.  The mail pieces get sent out to 1,000's of people, and maybe 5% keep them- the rest are thrown away.  With billboards, you can't just crumple it up and throw it away, it is typically eye catching and are a quick glance at keeping information. 

I will be back to post my examples later.

Megahn

Chapter 12 TV Commercials

In your blog post, discuss the types of commercials used by the advertisers on these programs with respect to factors such as creative style, objectives, length and format.  Give specific examples.  Do the commercials appear to differ from those found on the major networks?  If so, in what ways?  Be specific.

Channel: TLC

The types of commercials that TLC uses are family based commercials (Woman calling her mother to tell her about the sex of her baby with the animals coming off the wallpaper to listen)

Zales commercials (advertising the jewelry for weddings or for birthdays)

The length of the commercials were 1-2 minutes and the format is based upon what types of shows are aired on the channel.  Other commercials consisted of advertising for themselves on upcomming shows as well.  The Zales commercial was aired later on on MTV, but the advertisement was not wedding related at all.

Another advertisement that is aired on almost all channels is the iPhone 5s.  On the local channels they would just show the new image of the phone and how "sleek" it is as compared to the Discovery channel, they went into more depth of the product. 

The way the commercials are shown differently, goes to show that each channel is targeting an entirely different audience based upon what shows are on that channel. 

Segmentation, Taget Market, and Marketing Mix

Influence #1: Culture

Culture is based upon behavior, a set of beliefs or values that have been taught.  How culture has an impact on consumer behavior would be in the clothes they wear, or the food that they buy.  An example of this would be the Muslim community and the clothing that they wear.  Many wear the traditional outfits, with the face completely covered with the exception of the eyes.  Another example of culture would be the Mexican culture.  This would affect consumer behavior in the aspect of what food might be purchased at a grocery store, or what store they go to in order to purchase the goods.  Marketers are looking specifically for those cultural factors that impact people on things that they might want.  For example, an American may want an import vehicle such as Mercedes, which in return would show status due to a cultural belief that was formed when the person was younger. 

Influence #2: Sub-Culture

Sub-culture affects consumer behavior in the aspect of age, race, religion etc.  Example of how sub-culture influences consumer behavior is the music generations.  Based upon an individual persons age, they may be more interested in a particular music genre than others (i.e. tweens vs. baby booms= One Direction vs. Neil Young).  Also, it might affect what products the consumer buys based upon if they are advertising with a major company as well.   A male consumer may be more definitive in the product that they want vs. a female consumer may be more detail oriented on the product such as color, brand etc.   This would also fall under the psychographic market based on personality and lifestyle. 

Influence #3:  Social-Status

How this affects consumer behavior is in various different ways.  This one, in my opinion, is one of the more obvious as to how it affects consumer behavior.  As I stated before, a person may want to by a higher class car, such as a Mercedes Benz, based upon a belief that if they drive this car, they will have a higher social status.  Social status would show that this is a symbolic want vs. a functional need.  In the link that I post below for the Mercedes commercial, they not only use it for Mercedes, but with sex appeal from a good looking, older, middle aged man wearing Nike.  This affects consumer behavior in the aspect of "If I drive a Mercedes, I should wear Nike, and can look like that..."

http://www.youtube.com/watch?v=Qw1CG06I6fs

Influence #4: Reference Groups

Reference groups such as Facebook, Google+ etc. affect consumer behavior drastically today.  These forms of social media are also used as a means for advertisement which reaches a whole new demographic and target market of consumers.  The news today is “Didn’t you see it on Facebook (or Twitter)?”  It is as if these social media sights have their own style of swaying people one way or another, whether it is with their ads or the sight in general. 

Influence #5:  Situational Determinants

Situational determinants that would affect consumer behavior is marriage, divorce, going to college, becoming pregnant (and what age your pregnant at based upon life status) etc.  These all affect consumer behavior based upon whether or not they are going to be purchasing, selling, what they will be purchasing, saving, and how much and what they are saving for.  If someone is getting married they could be saving for the wedding, but yet purchasing based upon functional needs.  Examples would be having children and then needing to provide for the children i.e. food, clothes and all basic functional needs.  The purchasing power would then lay with in parental needs vs. a divorcee may be looking to buy new furniture for their empty home.  This link that I post is for the Gerber Life College Plan for parents for their kids.  https://www.gerberlife.com/gl/view/guide_products/college/index.jsp

Logo for WRFSC

Good Sunday Afternoon!
This is a VERY rough, rough copy of the logo and theme that I am choosing.  It came to mind because as I was viewing the video footage of the WRFSC skaters from last year on the web-site, the musical idea would have been a repeat of last year.  This will give the skate groups a way to choose their idol (and if musical then their theme music can match).  I did the tie-dye background because it is neat for advertising (although some think it is too busy).  You can transfer the tie-dye background on to shirts when they do fundraisers, raffles etc to help raise money for this foundation.