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This post is a response to David Huynh’s post on how RIM still thinks marketing is advertising.

I was actually thinking about this in class today. What does the general public think marketing is all about? And I personally think that in a nutshell, everyone still thinks that marketing is advertising. People don’t have a clear understanding of the intrinsic concepts that make the advertisements. Marketers don’t just make the pretty pictures and slogans. There is a lot more research that goes on in the background to create the final product which is the advertisement.

For example, when making an advertisement, marketers need to consider the factors that affect consumer behaviour. Culture: social class; Social: Family, roles and status; Personal: age and life cycle, occupation, economic situation; Psychological: motivation.

BLOG 2 | “RIM still thinks Marketing is Advertising”

Starbucks is the go-to coffee shack. Blenz? Artigiano? Tim Hortons? All a “class” down in everyone’s eyes. Similarly what is the top notch home made coffee machine that everyone is talking about now? NESPRESSO!

This article brings to light that Starbucks is trying to expand, Starbucks is going for vertical integration in which they are introducing Verismo, their own coffee maker that would make a single cup of coffee.

“We have long believed that the biggest prize within the [premium single-cup segment] is a high-pressure system that would give us the opportunity to deliver Starbucks-quality espresso beverages at home and at work,” Schultz said. (Starbucks CEO)

(http://www.brandchannel.com/home/post/2012/03/09/Starbucks-Verismo-030912.aspx)

This has to be the best advertisement I have ever seen, hands down. It appeals to the current consumer behaviour, specifically, the age and life cycle. Where men in serious relationships are always saying to themselves as an excuse to delay the impending contract known as marriage, that “I need a sign”. Spence Diamonds very directly targets these men as the advertisement clearly says, She’s the one (you said you needed a sign).

I believe that this is a really good marketing strategy because it appeals to both, men and women in society. I’m currently not in a serious relationship right now and seeing this sign gave me a chuckle. It made me smile and wonder if anybody really took this as a “sign” and bought a ring to propose to their one.

Hi,

My name is Dexter, my friends call me Dex or Dexy. I am taking this course because it is a mandatory requirement in STT 18.

As part of the Sigma Chi Fraternity, I have done some marketing for our events. I have used two forms of media to market the events: print media (flyers) and online media (Facebook). As a student and a consumer, I have definitely been affected by marketing. Everything that I currently own and use was somehow influenced by a particular company’s marketing strategy.

My favorite advertisement would be the “Sleep Country” ad that is shown on TV and on the radio. The reason why I like it so much is because its jingle is so catchy and fun to sing along to.

Finally, as a fun fact, I was born in Vancouver and our family moved to Hong Kong when I was 2. I was raised in Hong Kong and came to UBC for university.

COMM 299 has taught me many things. I feel that the most important thing I learned about myself was through the intensive questionnaire also known as StrengthsQuest.

Through strengthsquest, I realized that based on my personality, I have these follow 5 strengths:

Discipline
Focus
Futuristic
Restorative
Achiever

-dex