Corporation chapter 5

Corporation chapter 5

• 1.
  DISCUSSION QUESTIONS 1) Whatis the largest education management organization in the US? 2) What is the only industry that has a larger segment of the American marketplace than education? 3) Explain what the "nag factor" is? 4) Explain the 4 types of of parents. 5) What is meant by "opportunity in devastation?" 6) How do corporations use "undercover marketing?"
• 2.
  MARKETING IS ABOUTTHE ART OF PERSUASION
• 3.
  Yawning is asurprisingly powerful act. Just by reading the two yawns in the previous two sentences--and the two additional yawns in this sentence--a good number of you will probably yawn within the next few minutes. Even as I'm writing this I've yawned twice. If you're reading this in a public place, and you've just yawned, chances are that a good proportion of everyone who saw you yawn is now yawning too, and a good proportion of the people watching the people who watched you yawn are now yawning as well, and on and on, in a ever-widening, yawning circle. Yawning is incredibly contagious. I made some of you reading this yawn simply by writing the word "yawn". The people who yawned when they saw you yawn, meanwhile, were infected by the sight of you yawning-- which is a second kind of contagion. They might even have yawned if they only heard you yawn, because yawning is also aurally contagious: if you play an audio-tape of a yawn to blind people, they'll yawn too. And finally, if you yawned as you read this, did the thought cross your mind-- however unconsciously and fleetingly--that you might be tired? I suspect that for some of you it did, which means that yawns can also be emotionally contagious. Simply by writing the word, I can plant a feeling in your mind.
• 4.
  UNDERCOVER MARKETING CLIP 15:TRIUMPH OF THE SHILL
• 5.
  UNDERCOVER MARKETING “A MARKETINGTECHNIQUE WHEREBY CONSUMERS DO NOT REALIZE THEY ARE BEING MARKETED TO.”
• 6.
  SONY ERICSSON -IN 2002SE HIRED 60 ACTORS IN 10 MAJOR CITIES & HAD THEM ASK STRANGERS, “WOULD YOU MIND TAKING MY PICTURE?” -THE ACTOR HANDED THE STRANGER A BRAND NEW SE PICTURE PHONE & TOLD THEM HOW COOL THE NEW DEVICE WAS. ”AND THUS AN ACT OF CIVILITY WAS CONVERTED INTO A BRANDING EVENT.” ROB WALKER, NEW YORK TIMES
• 7.
  CHILDREN AS TARGETS CLIP:CONSUMING KIDS
• 8.
  •ADVERTISING DIRECTED ATCHILDREN: $15 BILLION ANNUALLY •1983: CORPORATIONS SPENT $100 MILLION ON TV ADVERTISING TO KIDS •TODAY: 150 TIMES THAT AMOUNT ON VARIOUS MEDIUMS •80% OF ALL GLOBAL BRANDS DEPLOY A TWEEN MARKETING STRATEGY •1997: 12-19 YEAR OLDS SPENT $63 BILLION OF THEIR OWN MONEY •2001: 12-19 YEAR OLDS SPENT $155 BILLION OF THEIR OWN MONEY •2000: 12 & UNDER INFLUENCED $500 BILLION OF THEIR PARENT’S PURCHASES
• 9.
  COMMERCIALISM ON TELEVISION •AVERAGEAMERICAN CHILD EXPOSED TO 40,000 TV COMMERCIALS/YEAR, OVER 100/DAY •UNDER AGE 8 UNABLE TO CRITICALLY COMPREHEND TV ADVERTISING MESSAGES •PRONE TO ACCEPT MESSAGES AS TRUTHFUL, ACCURATE, & UNBIASED COMMERCIALISM ON INTERNET •UNDER AGE 5: 80% USE INTERNET AT LEAST ONCE/WEEK COMMERCIALISM IN SCHOOLS •AMERICAN BEVERAGE ASSOCIATION ESTIMATES 2/3 OF SCHOOLS NATIONWIDE HAVE EXCLUSIVE POURING RIGHTS CONTRACTS WITH SODA COMPANIES •27% OF ADS ON CHANNEL ONE ARE FOR JUNK FOOD •10% FOR MILITARY RECRUITMENT
• 10.
  “CRADLE TO THEGRAVE” -A BRANDING TECHNIQUE WHERE A COMPANY ATTEMPTS TO ATTRACT A CUSTOMER EARLY IN HIS/HER LIFE, & THEN KEEP HIM/HER LOYAL FOR THE REST OF HIS/HER LIFE.
• 11.
  CORPORATIONS PREY ONCHILDRENS’ FEELINGS
• 12.
  “Advertising at itsbest is making people feel that without their product you're a loser. Kids are very sensitive to that. If you tell them to buy something, they are resistant. But if you tell them they'll be a dork if they don't, you've got their attention.” - Nancy Shalek, former president of Grey Advertising -53% of Americans say that buying certain products makes them feel better about themselves. -32% of Americans admit feeling pressure to buy certain products, such as clothes, shoes and CDs because their friends have them. -62% of 12 & 13 year olds say that buying certain products makes them feel better about themselves. -54% of 12 & 13 year olds admit to feeling outside pressure to buy products.
• 13.
  OPPORTUNITY IN DEVASTATION -AMARKETING TACTIC WHERE COMPANIES PREY/TARGET (EXPLOIT) ON NEGATIVE ASPECTS OF KIDS’ LIVES IN ORDER TO INFLUENCE THEIR PURCHASING BEHAVIOR.
• 14.
  1) OBESITY -Rising levelsof childhood obesity has led to an explosion of junk food ads in recent years.
• 15.
  2) EMOTIONAL WELL-BEING -Linksbetween immersion in consumer culture and depression, anxiety, low self esteem, and conflicts with parents.
• 16.
  3) SELF-IMAGE &SEXUAL BEHAVIOR -Wheelock College education professor Diane Levin sees correlations with sexual imagery in children’s ads and increases in eating disorders among girls. -“Children struggle to make sense of mature sexual content. They are robbed of valuable time for age-appropriate developmental tasks, and they may begin to engage in precocious sexual behavior.”
• 19.
  4) FINANCIAL SELF-CONTROL -Nationalsurveys reveal that kids are leaving high school without a basic understanding of issues relating to savings and credit card debt. -No surprise, then, that over the past decade, credit card debt among 18-24 year olds more than doubled.
• 20.
  CLIP 11: BASICTRAINING
• 21.
  THE NAG FACTOR “PESTER POWER” ________________________________________________ “THE DEGREE TO WHICH PARENTS’ PURCHASING DECISIONS ARE BASED ON BEING NAGGED BY THEIR CHILDREN.” •KIDS NAG THEIR PARENTS IN 2 WAYS: 1) WITH PERSISTENCE (I WANT) 2) WITH IMPORTANCE (I NEED) •12-17 YEAR OLDS WHO ASK THEIR PARENTS FOR PRODUCTS THEY’VE SEEN ADVERTISED WILL ASK 9 TIMES UNTIL PARENTS GIVE IN
• 22.
  CORPORATE AMERICA ISNOT ALL TO BLAME FOR YOUTH CONSUMERISM. SO ARE PARENTS.
• 23.
  BARE NECESSITIES • LARGESTGROUP OF PARENTS • AFFLUENT & UPSCALE BUT UNRESPONSIVE TO A CHILD’S WHINING • WANT A GOOD REASON TO BUY SOMETHING FOR THEIR CHILD
• 24.
  KIDS PALS’ •YOUNGER PARENTS •BUYPRODUCTS AS MUCH FOR THEMSELVES AS THEIR KIDS
• 25.
  INDULGERS •WORKING MOMS •BUY THINGSFOR THEIR KIDS TO EASE THEIR GUILT ABOUT NOT SPENDING ENOUGH TIME WITH THEM
• 26.
  CONFLICTED •SINGLE MOMS •FEEL THEYSHOULDN’T BE BUYING FRIVOLOUS THINGS FOR THEIR KIDS BUT DO SO ANYWAY •SAY THEY DON’T LIKE IMPULSE BUYING BUT DO IT ANWAY •OPPOSE ADVERTISING AIMED AT THEIR KIDS BUT WELCOME ITS ASSISTANCE IN HELPING THEM DECIDE WHAT TO BUY FOR THEM