So what is this new concept?
If you are somewhat like me, you thought that this study simply consisted in advertising. Today I learned that 'promotion' is just a nitch segment in the whole process. Marketing is the study of a market and it consists on:
1) identifying a problem/need
2) developing a service or product
3) settling appropriate price (maximize your income)
5) promotion of the product/brand
I was hooked instantly because the whole process requires out of the box thinking: being empathetic to the audience, clever to how you build them in and using all your creative juices in order to be original. As Marketing relies on costumer relationships, in order to introduce the unit it we had to see that we are ALL somehow a target and how it has an impact on us in a daily basis.
REAl-world exploration - welcome to advertisement madness - a jungle of wild sellers were the diversity in publicity gave us the perfect opportunity to analyze and learn a variety of marketing strategies. you don't have to look with a magnifying glass: if an add had been well designed it will stick. here are some of my findings.
Competition. In streets and mall all adds don't only compete to sell the most appealing idea but to make their brand recognized. This drives their desire to create something completely new and eye-catching that will stick to the costumers mind- BUT not all of them are successful.
Marketers play with all the characteristics: color scheme, text, patterns, size, material and even the position. I learned the three ingredients of persuasion used and applied them in my analysis:
This white poster to the right was the first thing I saw once I entered Jockey and at first glance I would never have imagined it to be a Toyota add, would you? The message is not clear at all.
The chosen location; the parking lot is a place were people walk by thus if it has too much text they will not stop to read. The letters are skinny and light blue does not contrast enough with the background. The image is small which makes it visually boring. It's the same to everything we've learned about putting together presentations:
less text, more visuals =
The 'TOYOTA' logo can be spotted at the bottom very tiny and unimportant- missing the point completely of calling attention to their brand. They use LOGOS by placing a question in the costumers way: "Sabias qué?" and giving a fact right away - but sincerely, not many will take the time to read as they rush into the stores.
This was my favorite stand at Ripley
- O.P.I did an amazing job at being clean, organized and vivid - extremely attractive to the human eye.
Context: Lima, Peru -beauty section at the Ripley store.
Purpose: Convince the consumer that "Guess girl" is the perfume for them amongst all the other alternatives.
Audience: Young women
Technique: PATHOS -
This simple add is interactive, it drives you to stand with the perfume and FEEL important under the spot light. It uses purple and glitter to give a sense of glamor. The girl in the picture is beautiful and it is basically selling the idea that if you buy the perfume you will be like her - Appeals to woman's desire. It is live size and in the middle of the hall therefore it can be spotted right away. Effective ☑
Have you ever thought of how much money is spent in advertising?
Is it ethical to use more money on adds than they do on the products? or could it be used for a better cause? Does the end justify the means?
here are some examples stores that aimed to win it's market by their outside looks.
Final Conclusions: What makes MARKETING effective?
*Size (adds value)
*Black & white effect
*Use of media (video, pictures)
*Clear ✉ message
*Plays with 5 senses→Smell
*Targeting specific audience ➵⊙