Daina’s Blog

…the thoughts of a modern day marketing student

Ads that Rock… Literally December 20, 2008

Filed under: Uncategorized — dkazmaier @ 4:29 am
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Nivea lip and facial products teamed up with Duffy to promote their product lines, and aduffy-nivea-2 partnership such as this is beneficial for all of the parties that are involved. The television spots mirror the print ads, and feature songs by the band. One of my favorites, called “A Secret Kiss”, utilizes the song lyrics to promote a feeling of the exhilarating first kiss. By integrating ads for both the band and the product, the audience is being inundated with several products at once.

This is a great tactic for marketing; take a look at the attached ad that features Duffy’s lead singer – the ad also promotes her album in the copy. By mirroring the print ads with the television commercials, the marketing tactics are integrated and are able to reach a wider scope of targets.

Using songs in ads also allows the audience to make a correlation between a product and a sound. A study was completed regarding this notion; “The ability of music to create differentiating effects on subjects’ impressions of product endorsers and brands of an advertisement were examined based on the theory of ‘musical fit’. Depending on musical style, music can lead to significantly different impressions of the endorser as well as the brand without affecting general evaluations of the product” (Zander n.d.). When it boils down to the psychology of advertising, music fits right in the mix as songs can promote emotions. In the case of Duffy, her music is sensual and moving, which goes hand-in-hand with the promotion of lip products… and kisses.

Nowadays, it is not uncommon for major rock stars to ‘sell out’ and use their songs in commercials. Back when rock and roll was about a revolution, it was looked down upon to commit the cardinal sin of selling out, but nowadays, advertising is like an art form unto itself. Songs can sell everything – think about car commercials that are plastered all over the TV – dirty rock songs sell big trucks; sexy jazz tunes sell classy Jaguars… all forms of multimedia can sell nearly anything – even emotions.

http://pom.sagepub.com/cgi/content/abstract/34/4/465

http://www.economist.com/business/displaystory.cfm?story_id=1570553

 

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Ban the TV! November 16, 2008

Filed under: Uncategorized — dkazmaier @ 5:37 pm
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Marketing to children often walks a fine line as far as ethics are concerned, as youngsters are impressionable and their minds are easily molded. However, the market for children is expanding on a near daily basis, as the younger generations hold plenty of influence over the purchasing powers in the household. Television commercials are one of the main ways that marketing professionals connect to children; messages are seen over and over and eventually a child asks the parent to purchase an item that was seen on TV.

It’s important to children to keep up with their peers and today’s marketing tactics have added pressure to the younger generations to keep up with the times in order to appear ‘cool’. According to an article titled “Advertising to children: Is it ethical?” posted on the Monitor on Psychology Web site, the result of marketing to children “is not only an epidemic of materialistic values among children, but also something [psychologist Allen D. Kanner, PhD] calls ‘narcissistic wounding’ of children. Thanks to advertising, he says, children have become convinced that they’re inferior if they don’t have an endless array of new products” (Clay, 2000).

Since marketing professionals are partially responsible for the molding of children’s minds, how important is it for us to practice strong ethics? Promoting items like Bratz Dolls

Combining sex & junk food... dangerous?
Combining sex & junk food… dangerous?

 or the WWE to the younger generations makes one wonder just HOW much influence we, as marketing professionals, have over the upbringing of children and how they shape into adults. It depends on how the whole picture is portrayed; how the product is presented. The marketing professional needs to understand the consequences of introducing such items into a child’s life and needs to take responsibility for what the child learns and feels.

What about junk food? Isn’t it a contradiction marketing such products as sugary cereals and fast food to children but also reminding them to exercise? I am personally appalled by these practices and think such companies should understand that they are literally brainwashing children into eating such products and therefore, becoming addicted to the food. Yes, it is a parent’s responsibility to ultimately decide what their children should consume, but it’s nearly impossible to overcome the subliminal messages found in the media. Parents should NOT use fast food (or food of any type) as a reward for good behavior, because this teaches children to associate food with emotion. Back to the topic on hand, I believe that each of us should take responsibility for the morals we induce on the younger generations. It’s a no-win situation out there as we speak, but as individuals, we can make some changes for the better.

Clay, Rebecca. (2000). “Advertising to children: Is it ethical?” Retrieved November 15, 2008. http://www.apa.org/monitor/sep00/advertising.html