Month: October 2010

I was reading on Marketing Magazine, http://www.marketingmag.ca/english/news/marketer/article.jsp?content=20101028_165710_7980, that the Rethink Breast Cancer Organization is developing brand awareness for their Breast Fest film festival in Toronto by introducing a musical aspect to their advertising campaign. A 4-minute music video was posted on YouTube (Viral marketing is such an effective way to reach consumers!), and a 30 second trailer will be run in theatres and on local television channels in Toronto.

They believe that they will better reach consumers through song and dance as the psychographic approach appeals to emotions and attitudes, and song lyrics provide rational and essential advertising information. The music video conveys a story of a young woman affected with Breast Cancer, making the video much more relatable to consumers.

I think that this is such a great idea, as a good song is timeless. Think of Elton John’s song for Princess Di, Candle in the Wind, and Celine Dion’s song, My Heart Will Go On. These songs instantly are associated with the reason they were written. If Rethink Breast Cancer can have a hugely successful song, they can create a timeless and very profitable marketing campaign, to not only attract people to their film festival, but to also substantially increase breast cancer awareness.

I came across this article discussing the extreme measures that companies are taking to market their products amidst an economic recession, on ABCnews. It highlighted that some companies, such as Wendy’s, are using commercials portraying people out of work or especially hit hard by the recession that consumers can identify with and relate to.

But what I found most interesting in the video clip attached to the article was the increasing use of product placement in comedic sketches. During the Superbowl, a commercial for the movie MacGruber not only advertised the movie, but was a comedy sketch in itself, as it was a parody of over-the-top action films. The last shot, however, showed MacGruber holding an armful of Pepsi products. This is an extreme use of product placement (where typically it has been used in more discrete manners), but it is also funny because it is so extreme. It is an extremely effective way for a company to advertise by making fun of its advertising techniques. And this commercial worked for both MacGruber and Pepsi.

Another example was a comedic sketch of Guillermo and Uncle Fred for Jimmy Kimmel Live, in which they banter while they drive a Pontiac Solstice (Pontiac is the main advertiser for Jimmy Kimmel Live). The ad makes fun of Guillermo as he describes every last detail about the car he is driving (transmission, model, fuel economy, etc), as it is completely irrelevant to the question Uncle Fred asked. This ad makes fun of product placement by using it in such intensity, and I think it’s a very effective way for companies to advertise their products. Pontiac was able to describe the car in such detail in a comedic way that would have seemed tacky in any other form. I think that comedy is one of the best ways to reach a younger audience.

I started my own Consumer Decision Process with a “Need Recognition” stemming from the brakes on my Ford Explorer failing… again! I had purchased this 1991 Eddie Bauer Edition Ford Explorer (appropriately named Eddie) from my roommate for $200 back in April, although it was probably worth at least $1500. Throughout the past 6 months, I have had to redo Eddie’s brakes 3 times, most recently last weekend. Upon notifying my parents of this last misfortune, they said, “Enough! We don’t want you driving that Piece of *Bleep* anymore! We are cosigning for you, and you can buy something good and new that will have a warranty and will be completely reliable!” I have never purchased a new vehicle before, so as I considered my choices, I knew I had to do a major information search. At first I considered my “psychological needs”: Will it look good? Will it sound good? I soon afterwards began to consider its functional needs: What do I really need it for? How much will I be driving it? What will I need it to do for me?

I decided that I need something primarily for highway driving and bush driving, as I will be returning indefinitely to my small town in the East Kootenays at Christmastime. I need something to handle burly bush roads, but also need something to get to Cranbrook, the nearest city, where I frequently buy groceries and do other shopping. I limited my search to either an SUV or a truck. Therefore a 4WD was a must.

Through my internal search for information, I considered the fact that my family has always purchased GMC or Chevy trucks, and I know that these are reliable vehicles, with great post-purchase service. I also weighed on the fact that Ford was “the enemy” for GMC, and in a small town such as mine, you were either “Ford”, or you were “Chevy”.  

I started asking my friends what they recommend I should get. I took their advice, but everyone had much different ideas than I did. My friends here in Vancouver have very different opinions on what is necessary in a vehicle.

I then began the external search for information by visiting the websites for GMC, Ford, Mitshibuishi, and Toyota, as I figured those were the companies that could offer a vehicle to fit my need.

I have realized there are many factors affecting my search process, mainly the perceived benefits versus the perceived costs of searching. As of yet, I have not visited a dealership, so my costs of searching have been minimal, limited to my time. The costs will increase, however, as I try to find time to actually begin shopping.

As I have a high locus of control, I know that the decision I make will affect my life, and my finances, for the next couple of years. I do not want to buy something that isn’t suited to my lifestyle and either have something I don’t want, or try to sell it. Because the value of vehicles drops significantly after purchasing, selling it is not a considered alternative.

There are also many risks involved in purchasing a new vehicle. Performance risk relates to the concern of buying a lemon that will constantly be in the shop. Financial risk relates to the concern of not being able to make payments in the situation I lose my job. Psychological risks relate to the concern of having a “cool” vehicle.

I consider this a specialty good, as I care very deeply about purchasing the perfect vehicle.

When I consider all possible vehicles that will fulfill my need, I know that I am excluding many, as my retrieval set of vehicle manufactures is quite slim compared to the universal set. My evoked set of alternatives will develop when I actually visit different dealerships and notice other previously unconsidered dealerships.

My evaluative criteria comprises of selling price, reputation of manufacturer, and offered service support, with determinate attributes limited to the overall design of the vehicle.

I think I will primarily use decision heuristics to ultimately decide on what vehicle to purchase, although some compensatory decision rules will probably arise when I pay a higher price as a tradeoff for luxury features I feel I may “need”.

As this is my first major purchase in life, I expect this intense information search and evaluation of alternatives to set the stage for every other major purchase I make in my life.

Wish me luck in finding the “perfect” vehicle for me!