What We Learned

Through our ten weeks of blogging, we have learned how marketing occurs, the way that it affects and influences people, and why exactly it’s so successful. Businesses market themselves to make larger profits and to make people aware of their products, but it does much more than that. Its success is made possible through marketing strategies and advertising techniques designed to catch our attention cognitively, and appeal to us emotionally. Marketing impacts the choices we make, our social culture, and how we live our lives.

Marketing occurs in various ways, fluctuating based on the product or business being marketed. A restaurant will not be marketed the same way as a retail store, because different things are necessary for each of them to gain your attention. For an example of how marketing occurs in a specific industry, this post follows the steps of how a movie is marketed: ( goo.gl/O87cKK ). Marketing is necessary for any business to be successful. How would anybody know about a product or company if it wasn’t advertised to the public?

Every day we see hundreds of examples of advertisements out in the world, and whether we realize it or not, they have a huge effect on us. Exposure to an ad that we like makes us much more likely to pay for that product next time we see it at the store, even if we didn’t intentionally decide we wanted it when first seeing the ad. Statistically, the most successful advertisements are the ones that don’t feel like a company is actually trying to sell you something, but rather they just associate their product with other positive things (sunshine, attractive people, puppies, etc.)  Subconsciously, we begin to feel a connection, and associate the product with the positive aspects of the ad. This is called affective conditioning, and is discussed more in this post: (goo.gl/qsZAon). Companies strive to create a positive space for their ad, with the intention that people will subconsciously associate their product with happiness. Another aspect of affective conditioning is that it allows a company to create brand recognition by using a familiar theme. An easily recognizable pattern of this is used by Carl’s Jr., whose advertisements often feature an attractive model eating their food. One popular advertisement has the ability to completely dominate the market and create wildly popular trends that sweep the nation.

The thousands of advertisements that we see every day are hand chosen by marketers worldwide. We are exposed to these publications everywhere we look: Twitter, billboards, commercials, and radio. Have you ever noticed items you’ve recently searched for appearing on your favorite websites? Companies use this strategy to put the product in your mind, subtly enticing you to purchase it. It may seem like we’re aware of this type of advertising and not falling victim to it, but in reality, it influences us immensely, more than we realize.

Advertising has the ability to change and define our social culture. The consumerism surrounding holidays like Christmas, Valentine’s Day, and Easter is largely due to marketing and advertising playing on our emotions, and turning these days into a money making opportunity. Marketing presents us with a picture of what a happy life should look like (and what products we would need for that) and causes us all to strive to emulate this. Clever marketing has changed these holidays from their original purpose to days centered around shopping, making it seem as if getting the perfect gifts or Easter basket is all that matters. The rise in consumerism relating to holidays just goes to show what a huge impact marketing has on our social culture.

Marketing is influential in the choices we make, our social culture, and how we live our lives. It’s important to understand how marketing companies are able to achieve success and why consumerism is impacting our society as a whole. By making ourselves aware of the psychology behind advertising and learning to recognize clever techniques, we learn the science of marketing, and how it’s impacting our lives every single day.

Sources:
https://www.google.com/search?q=advertising&espv=2&biw=1117&bih=644&source=lnms&tbm=isch&sa=X&ved=0ahUKEwj0wOiF-ZbMAhWhyIMKHU3_DOUQ_AUIBygC#imgrc=xJdVDo8RHY8CBM%3A
https://stayinstay.files.wordpress.com/2015/03/time-square.jpg

The Epic of Catchy Slogans

You're in for a real treat.


Catchy slogans practically run the ad industry. If you don't have some fantastic slogan you can forget about ever being a household name, and I bet you could think up 20 catchy slogans off the top of your head without even trying. So I put something real special together you're gonna love this. I made a poem, strictly from some of the catchy big brand slogans in marketing. So please, do enjoy this semi-original piece from yours truly.


Think Big
Think Small
Think Different

Don't be evil
Save money, live better
Because you're worth it

There is no substitute
For the men in charge of change
Let your fingers do the walking

A diamond is forever
When you care enough to send the very best
Quality never goes out of style
Just do it

Expand your mind, change your world
Challenge everything
Imagination at work
Have you met life today?


So there you have it. You're welcome. You can show all your friends I don't mind. Hell, paint a pretty picture with the poem in the foreground; or photoshop it over a nature shot and post it on tumblr, people will eat that up. Anyway, the significance of this post is to show the connections between slogans. This almost seems like some sort of motivational speech. Using some very large and well known brand's slogans such as Nike, Google, Walmart, Apple, Fortune Magazine, etc., were chosen from a pool of 91. I encourage you to google slogans and have a look for yourself. Check out the slogan generator, it takes any word you put in to it and creates a list of short, catchy, positive sentences that you can put on practically anything you want. The point is that a good slogan, something that catches the eye (a good logo), and one-liner that sticks in your head like a bad song, is a great way to get that lasting appeal you need to keep your business relevant and profitable. The poem is admittedly an off the wall idea, but creating some sort of personal connection to something in order to understand it is a great learning strategy, especially in a field where off the wall ideas are sought after.


By: Maxamilian Tarpey


Sources:

http://blog.hubspot.com/blog/tabid/6307/bid/33535/10-Companies-That-Totally-Nailed-Their-Taglines.aspx

http://www.hongkiat.com/blog/77-catchy-and-creative-slogans/

Making Advertisement Money On Youtube

Since 2005, people have been uploading their own videos to Youtube. The website allows anybody to post their own video for the world to see, which later transformed into a mechanism for making money if you can grow a large enough audience. Youtube stars such as Felix Kjellberg, better known as PewDiePie, have made millions of dollars off of their videos. Youtube stars like Felix can thank advertisers for their fortunes, because the advertisements that are played before their videos are what create them. Although, not just anybody can make money off of their Youtube videos. For example, the skateboarding videos that I posted on Youtube throughout high school never attracted enough attention for me to even attempt to make a profit. Advertisers look for users who have a huge following, and use that person's videos as a place to advertise their business.

Pictured Above: Felix Kjellberg (PewDiePie), who has made millions off of his Youtube videos of him playing video games accompanied by his humor.

In you have an audience and want to make money off of your Youtube videos, you can signup for Adsense. Adsense it the advertising engine that google uses, which will place advertisements on your videos and begin earning you money. As long as you are using Adsense, you can at least make a small amount of money. As stated, as your audience grows, so will your profits. 

This form of advertising is one of many that has come about with the development of technology and the growth of the internet. Years ago, most people wouldn't have thought that they could become the subject of which businesses would want to advertise through. Sites like Youtube have made this idea a reality, and the potential continues to grow.

- Paul Gielow

Sources:

- Berg, Madeline. "The World's Highest-Paid YouTube Stars 2015." Forbes. Forbes Magazine, 14 

Oct. 2015. Web. 10 Apr. 2016.

http://www.forbes.com/sites/maddieberg/2015/10/14/the-worlds-highest-paid-youtube-stars-

2015/#14717724542c

- Dickey, Megan Rose. "The 22 Key Turning Points In The History Of YouTube." Business Insider. 

Business Insider, Inc, 15 Feb. 2013. Web. 10 Apr. 2016.

http://www.businessinsider.com/key-turning-points-history-of-youtube-2013-2?op=1

- Lowry, Brian. "Review: ‘Scare PewDiePie’ on YouTube Red." Variety. N.p., 10 Feb. 2016. Web. 10 

Apr. 2016.

http://variety.com/2016/digital/reviews/scare-pewdiepie-review-youtube-red-1201701504/

- Marvin, Ginny. "Nearly Every Google AdSense Publisher Must Comply With EU Cookie Consent, 

Not Just Those Based In The EU." Marketing Land. N.p., 28 July 2015. Web. 10 Apr. 2016.

http://marketingland.com/nearly-every-google-adsense-publisher-must-comply-with-eu-cookie-
consent-not-just-those-based-in-the-eu-136777

- Rosenburg, Eric. "How to Make Money with YouTube | Investopedia." Investopedia. N.p., 24 Feb. 

2015. Web. 10 Apr. 2016.

http://www.investopedia.com/articles/personal-finance/022415/how-make-money-youtube.asp

Prompt #6：Evaluating Sources

  Focusing on XiaoMi farewell frivolous strategy, which it is a restructuring or fought? Lei Jun said this: "As long as standing in air, pigs can fly." Now, what is the "wind" small, or the "pig" too heavy? A crossroads sign, one hand is science and technology, and the other hand are humanities; Humanities and the intersection of technology, how we go and how we choose? In this paper, I would like to write about the argument about the XiaoMi marketing strategy.

  In the eyes of Chinese people, XiaoMi’s mobile phone is Chinese version of Apple; opinion in overseas markets, it is the Chinese characteristic "rice." In recent weeks, such a seemingly sophisticated mobile phone manufacturers, fined from false sales to user privacy leak checked. Twice he was flagged twice “sincere” apology; seemingly mature millet in fact not done. Millet erected in 2010, although its growth full of controversy, but the data show, and now the market value of millet reached "tens of billions of dollars", the domestic market sales in the second vendor. Today, the outside world for millet requirements become more “strict”, thus the “bad comments” is increasingly conspicuous.

  However XiaoMi’s marketing strategy is part of the most controversial to people. Repeatedly through the "hunger marketing" in Taiwan maddening popularity of millet, the local public opinion once again suffered shelling and related sector involvement. XiaoMi released miui6 in Beijing, and at the same day they also held promotional activities in Taiwan. Site users can not open a lot of the current login and the following was found after just less than 3 minutes, popular accessories "XiaoMi portable Wi-Fi" has no inventory. In early August, because of false sales by Taiwan "Fair Trade Commission" out of 600,000-yuan NT ticket. In Taiwan regulators opinion, such advertising is not real, is not only contrary to the principle of fair competition in the market, also in order to mislead the user unreasonable emotional consumption.

  Seemingly mature XiaoMi actually not a mature company. Last April, XiaoMi began selling in Hong Kong and Taiwan in February this year to enter the Singapore market. In July, XiaoMi enter the Indian market. Behind this, XiaoMi withstand much of the pressure. Chinese mobile phone manufacturers as a new force on the international stage, a very high cost to expand the market, it encountered resistance not only false door, alleging privacy door, there is more resistance in waiting. And we have different fans Chinese mainland market, in China Taiwan and Singapore, for XiaoMi test is 'the real thing'. So, in my opinion this young company does not know if it can stand the test or not, but now it seems not very optimistic. Because the decline in brand reputation of the fatal blow directly on the performance.

  Therefore, according to what I've learned, I believe that the establishment of trust in the market, the marketing process is the process of obtaining customer trust. People always want to trust with your things together. And the establishment of trust is not only relying on marketing, which goes back to all aspects of business, and the role of marketing, but also in how to quickly get more and broader trust. The changing of the market, the survival of enterprises faced with more uncertainty and intense competition, only fast-growing, occupying the market, in order to get the opportunity will be successful. Information society, consumers tend to be blind, information is often overloaded. When a fast-growing enterprise needs met some blind consumers, they need to seriously examine.

 

Reference:

1. Ruth reader (August 15, 2014), Singapore investigates Xiaomi over data privacy issues, Venturebeat, [Online], Available from:

http://venturebeat.com/2014/08/15/singapore-investigates-xiaomi-over-data-privacy-issues/ [Assessed 04.08.2016]

2. David Steele (September 1, 2014), Can Hunger Marketing Give You Indigestion: Xiaomi’s Dilemma, Androidheadlines, [Online], Available from:

http://www.androidheadlines.com/2014/09/can-hunger-marketing-give-indigestion-xiaomis-dilemma.html [Assessed 04.08.2016]

3. Anand B (October 23, 2014), Xiaomi to migrate data of non-Chinese smartphone users to US and Singapore, Gizmolead, [Online], Available from:

http://www.gizmolead.com/news/xiaomi-migrate-data-non-chinese-smartphone-users-us-singapore-8168 [Assessed 04.08.2016]

By:Zhenren Ruan

Nike succeed in marketing strategy

  The early 1970s, in the United States jogging heat is gradually rise; millions of people began to wear sneakers. But dominant on the US athletic footwear market was Adidas, Puma and Tiger, they did not realize that this trend of sports shoes market, Nike focused their attention on this market, and selected as a target market, it specializes in the production to adapt to this trend Mass movement sneakers. Nike scored the "iron triangle", the rapid development of new running shoes, and has spent heavily to develop different styles, different prices and multi-purpose products. By 1979, Nike through the planning market and strong marketing of new products, its market share reached 33%, and finally reached the "iron triangle." However, later on, in the past to promote the success of Nike's young consumers have abandoned the sneakers, they are looking for new, less commercial atmosphere products. Nike seems to have trouble this time, the decline in sales, profits decline. Nike drastic reform time has come. So, Nike updated "look" technology, launched a series of new running shoes, sports shoes and focus on a variety of training shoes, outdoor sports department put its sales aligned with the yuppie generation and the new generation of unknown customers. It follows Wu bar is: innovative ideas. In the US, the market is saturated; the only constant innovation of the company can be developed. Nike uses its keen eye to observe the election unravel market, let go on but always stay ahead. Nike uses a market analysis to identify demand of the target market, and then use their technological advantage as far as possible diversification of products to meet different customer needs. Marketing of new products and its strong brand image of Nike have continued success is an important reason.

1. Staff(10 January,2012), NIKE: Everyone is on the #KobeSystem, Stupiddope, [Online], Available from:

http://stupiddope.com/2012/01/10/everyone-is-on-the-kobesystem/ [Assessed 04.07.2016]

2. Preliminary Information: Iconography Explained, [Online], Available from:

http://xroads.virginia.edu/%7ECLASS/am483_97/projects/hincker/nikhist.html [Assessed 04.07.2016]

By:Zhenren Ruan

Boeing and McDonnell’s marketing strategy

In December 15, 1996, Boeing Aircraft Company announced the merger of McDonnell Douglas United Kingdom Company, so that the new Boeing is expected to become the world's largest civil and military aircraft manufacturers in 1997, the news industry very shocked. On the strength of McDonnell Douglas is the world's third largest aircraft manufacturing company, in 1993 the world's first 83 companies ranked. In recent years, however, in competition with Boeing and Airbus, and McDonnell Douglas all the way to defeat the world's total market share fell from 22% to 15%, and then again dropped to less than 10%. McDonnell Douglas was the world's largest military aircraft business, but now the technical capacity of the military machine cannot keep up the other major competitors, in order to continue to live independently, it is very difficult. As early as 1970, Britain, France, Germany, Spain, the four governments with their own aircraft manufacturer Airbus composition. By 1995, the market share increased from zero to 30%. Boeing took expand market share, not only the competitive civil aircraft greatly exceeded Airbus, and then McDonnell Douglas can use the advantages in terms of military aircraft, military and civilian unity. However, after the merger of Boeing McDonnell Douglas, McDonnell legal gone, but the new McDonnell Douglas and the late loss of opportunity to give full play to its advantages in the manufacture of military aircraft. Boeing and McDonnell Douglas to take a powerful combination of strategies, take people long to make up our own short, in order to deal with the most important competitors.

 

1. American.edu, The Boeing-McDonnell Douglas Merger, American.edu, ［Online］, Available From:

http://www1.american.edu/ted/hpages/aero/BAMD.HTM [Assessed 04.06.2016]

By: Zhenren Ruan

The Psychology behind Marketing

           There are many age-old pairs that go hand in hand such as Sonny and Cher, thunder and lightning, doctors and nurses, and peanut butter and jelly. One pair that’s very important, yet doesn’t usually come to mind for most people is marketing and psychology. Behind every successful marketing campaign and advertisement is a lot of psychological research.

          

 By including psychologists in the creation of advertisements, marketing companies see much more success. Over the years, psychologists have implemented the idea of affective conditioning into ads and commercials. With affective conditioning, the ad shows the product along with a bunch of things that are proven to make us feel good, such as sunshine, babies, people laughing, and beautiful scenery. Subconsciously, we associate this product with being happy and feeling good, making us much more likely to buy the product, even if it’s not something we really think we need. A study done by two psychologists, Melanie Dempsey and Andrew Mitchell, showed a group of people two different ads for pens. Ad A talked about many more beneficial qualities of their pen than did Ad B, but in Ad B, they showed the pen being associated with different positive items. 70-80% of the people tested said that they preferred the pen in Ad B, showing that people will prefer a pleasant commercial and a product that makes them feel happy over a product that has better attributes.

            

        
           After researching this topic, I felt a little weird about the fact that these companies are getting their product into our brain with psychological tactics. Do I actually like the things I like because I like them, or because affective conditioning is causing me to like them? It’s a strange concept to think about, and there’s no denying that psychology is responsible for the success of advertising in our world today. 


By: Rachel Seyfarth

Sources:

Markham, Art, Ph.D. "What Does Advertising Do?" Psychology Today. N.p., 30 Aug. 2010. Web. 08 Apr. 2016.

"8 Things a School Psychologist Would Never Say to You." Pscyh2Go. N.p., n.d. Web. 08 Apr. 2016.