Kristine's Blog

Watching 90210 the other night, they managed to put to most obvious product placement into the episode. While the girls were at the beach there is a scene where Silver has a video chat with Navid on some kind of phone. This scene was clearly just product placement, and was so obvious, I actually made a comment about it.

Having taken a marketing course, I have become more aware of product placement, and to my friends annoyance, point them out on a regular basis. It seems that product placement is taking over television, and it isn’t even subtle anymore, its obvious and in your face. Here are a few examples:

Cell phone companies seem to be taking advantage of these product placement the most. By showing that their products work efficiently on the episodes, it gives consumers the idea of how they would work for you personally.

I don’t think this is a good strategy because cellphones vary so much, and could lead to consumer dissonance. I know people who switch cellular companies just because their phone doesn’t work properly, or the warranty doesn’t cover what is wrong with the phone. Cellular companies face a lot of negative word of mouth, I would never consider Telus as a provider because my friends have had nothing good to say about them.

These companies need to work on this negative perception, and work on their customer service, they probably see us as only one customer of many, but if my cellular company doesn’t treat me well, I am spreading the word to my entire circle of what happened. So, it isn’t just me they could lose, but also the rest of my family, and friends who are more willing to switch, hearing my negative word of mouth. So, I these companies really need to treat every consumer as if they are important rather than just one of potential million consumers.

It seems these days everything is about sex. Should we have to be subjected to these degrading advertisements? These advertisements objectify women, and make us feel worthless.

These ads from BMW, Dolce and Gabbana, and Calvin Klein really heat it up. They all perceive woman as an object, that can be treated in whatever way the man finds suitable. It is offensive to women, but where should we draw the line?

Now, I’ve had enough of it all, the company’s responsible for these ad’s have gone to far, and done it too much. Yes sex sells, but we’ve seen it all before. It is overplayed, and I for one am sick of it. I have seen enough partially naked men and women to last me a life time.  Other than these ads being extremely offensive, they are are being pushed upon consumers, do we really need to see them every way we look. These ads are too risqué for our streets. With young, impressionable children playing, how will they interpret these sexy ads? What will this mean for our next generation?

I think there need to be stricter guidelines for advertising campaigns, and possibly censorship if they have gone too far. According to the Canadian Marketing Association, “Marketers must not participate in the dissemination of unsolicited material that is sexually explicit, vulgar or indecent in nature, except where required to do so by law, such as a common carrier.” The problem with this guideline is the fact that it is very subjective, an ad that I might find vulgar, might be innocent to others. So, I think the CMA needs to define what is sexually explicit, vulgar, or indecent, even if it goes so far as to measure how much skin is allowed to be showed, or even what kind of acts.

I think retailers have the advantage when it comes to giving a customer a great experience. The atmosphere in a store can be what draws us in, or drives us away. Having come across Bass Pro Shops, it is a great example of what draws in a customer.

Bass Pro Shops is an outdoor sporting goods store. The inside theme is one that you would find, outside. They have mountain scenes, equipped with big horn sheep; ponds filled with fish; and even a waterfall! And each location’s set up varies.

Now, I don’t know about you, but I’d go to this store just for its environment. They’ve even got the ponds stocked with fish so you can try out casting on a new rod! It’s every girls dream! Ok, not every girls, just me. Its a complete masterpiece, kinda like Disneyland to children. This store is along the lines of a department store, its got everything, from mens and womens apparel, shooting ranges, and even a restaurant. Pro Bass Shop attracts customers based on there environment, they offer an experience that other outdoor stores don’t.

Another good example of stores that successfully sell their experience is the Rain forest Cafe. The environment is a rain forest, with vines hanging everywhere, large aquariums with exotic fish, and animals making sounds. I believe the target markets is mainly families, because it is lots of fun for children. But, no matter how old I get I will always enjoy it, it is something different than the regular streamline restaurants like Earls, or Kelsey’s.

There are other stores that I avoid, such as Hollister and Abercrombie and Fitch . They have a dark atmosphere, with an intoxicating smell, and I don’t mean intoxicating in a good way, I mean knock you to the floor, head injury intoxicating.

This is a picture of the inside of a typical Hollister store, its very dim, which makes it difficult to see the colours and the true style of the clothing. You pick out a pink shirt in the store only to bring it into real light and its suddenly yellow. The atmosphere of this store is targeted to younger segments, I would say young high school students, because I remember at one time enjoying shopping there, but wouldn’t step foot in there now. I do remember not liking the sales staff, I perceived them as the “perfect teenager” and didn’t really get the sense of welcome when you walked through the doors, it was more judgement.

The experience of a store is half the fun, and can be a sustainable competitive advantage.

Harry Potter. Enough said.

There is no words to describe my feelings for the Harry Potter, and no way  to even doubt the fact that I, along with thousands of others are loyal followers.

The adoption of Harry Potter culture all begins with the ultimate fans. The first group to adopt HP are the innovators, those fans that have been loyal from the beginning, who have read all the books, gone to the midnight book releases, and waited in line for the movies, dressed in cloaks, with wands in hand. These innovators know all the characters, and even the spells (Wingardium Leviosa, just saying, thats how cool I am). They also help gain the market acceptance, let their friends know how good the book is.

The next group is the early adapters, those who weren’t there from the beginning, they have read all the books, and seen all the movies, but haven’t taken their  love for HP to the next level like the innovators have. They have a good idea of the plot line, but don’t reread the book for the small details that have been missed like the innovators do. They do love the idea of HP, and enjoy the read and entertainment. The early adapters are the opinion leaders, they spread the word on the quality of the book and movies, and that HP is worth the time and investment.

The third group of early majority would be those who borrow the books from friends to read, and see the movies, just not on opening nights. They have bought into HP once others has accepted it.

The fourth group is late majority, those who just watch the movies, and probably rent them. Why read the books when you can watch the movies?

The fifth group is laggards those who don’t read the books, or watch the movies, unless they are on TV.

HP7: The Deathly Hallows, for me has been one of the most anticipated movies of my life. When I PVR shows, I actually save them so I can watch the HP preview over, and over again. The marketing for the HP movies has caught a generation and is one of the most well-known movie releases of our time. HP which I would say was once thought of as a social trend, is now part of a culture, even universities have created quidditch leagues. It has caught consumers from all different types of segments, all ages, genders, areas, lifestyles, and cultures. I would say it is the ultimate product, and the most successful marketing.

Game consoles really have it made, its so easy to market the original console, and as soon as that first sale is made, they have a loyal customer.

Wii has many accessories, product development is a must for Wii, because consumers aren’t willing to buy a new version of the console repeatedly. So, instead they use product development to create new accessories, and new games. By making must have accessories for each game, they increase their sales for the current product (Wii Console) while still using the same consumers.

Wii had a sustainable advantage above the other consoles, being the only one using motion sensor, but now that there is a new competitor in the market, Playstation move, how will Wii react to maintain their advantage. Who will come out on top?

Having a chance to look up some information, digital trends, seems to think the the playstation move is a better system, having better inertial sensors and can not only sense what direction your moving in, but where you’ll end up and how close you are to the tv.  I I personally think what it comes down to is consumer loyalty, I am a loyal wii customer, and wouldn’t think of switching, now if Xbox came out with a new sensory system, thats another story.

For those who didn’t catch my acrynom FORD, or fix or repair daily, or found on roadside dead, or even failure of reasearch and development.

My negative attitude towards Ford vehicles has been instilled in me through my family and friends, I have also grown up with Chevy lovers, so Chevy is part of my culture. When I think of Chevy, I think of all the good times me and my friends have had 4x4ing, or tailgate parties and camping.

Even though I know Ford can’t be as bad as I believe them to be, they would have to work very hard to change my attitude. It would take more than giving me facts about their different vehicles to change my mind. Ford just doesn’t bring out the warm fuzzy affective feeling like Chevy does. I believe thats the most powerful influence when it comes to purchasing. There are products I absolutely love, like LuLu Lemon and there is nothing that would change that (although Costco is my second alternative, completely different spectrum than LuLu).

So, I believe the emotional attatchement through memories is a main influencer in my purchase decision.

I believe the vehicles we drive (with no budget) can be passed down from generation to generation, there is no way I would purchase a ford,

Having the chance to read Ashley Collins blog The Blackberry Decision = Consumer Decision. I realized just how much time I spent on choosing between a blackberry and an Iphone. It is really a process. My need really surfaced when I realized, not only does my current blackberry not have a back, but it takes pictures when it feels like it, and also seems to have a mind of its own (I think from going swimming too often). I immediately threw all other phones out the window, as I feel blackberrys and Iphones (my evoked set) are the best of the best, and everyone’s got them. Also, this is a phone that I will be stuck with for the next three years, so it better last.

Looking at the Blackberry, its a little cheaper than the Iphone, and also has blackberry messenger, which I have become attached too. From my past experience with phones I have a tendency to be hard on them, I have smashed 2, dropped one in the toilet, and left one sitting at a restaurant never to be seen again. I originally thought maybe I should go with a cheaper phone because I do tend to go through them alot. However, I have had my blackberry for 2 years and knowing how tough I am on phones, bought the extended warranty (I have had it fixed. or replaced 4 times this year). So all in all I believe a Blackberry can put up with everything I throw at it, (or throw it at). Now, I don’t think the Iphones delicate screen would have the same effect, unless it was wrapped in bubble wrap, or a heavy duty case (which I would just take off once I got annoyed with it).

In the end, I know I’m a loyal Blackberry user, theres just no way I could give up my bbm for plain old text messaging, how else would you know when someones ignoring you? Other than the cool apps for Iphones (that would distract me from my studies) it really doesn’t appeal to me. I need a phone thats tough, and thats just not the Iphone.

Now, what version to get? Thats another 5 hours of research, and I’ve got a Mid-term to write.

I came across Crystal Chu’s blog Playing Dirty. She touches on how Snooki (from Jersey Shore) has recently been carrying Gucci bags. It turns out that Coach, not wanting the unclassy, bad image of Snooki, sent her a Gucci bag at no cost, as to not be associated with her.

I was appalled at the thought of the ruthlessness of companies who throw each other under the bus, but who is it really making look bad? Where do you draw the line? On one side, yes Gucci is being associated with Snookies wreckless image, and bad reputation, and “the pouf.” But on the other hand, people are bound to find out about Coach’s devious plan.  However, I do see where Coach is coming from, the chances of people wanting to be just like Snooki are questionable. So, by “unbranding” itself from Snooki, will Coach maintain their luxurious, high class image?

I think the media plays a big role in the stories around celebrates, doing more research, it has been said that Snooki is designing a purse for Coach. Is this just a stunt for Coach to recover from its malicious attack on Gucci? Another marketing ploy to regain its classy image, but when does it stop? It is hard to get the real story, especially when its coming from the tabloids.

Marketing firms are constantly trying to undermind each other. They have been know to tamper with experiments (test markets), gathering information on competitors marketing campaigns, or stealing ideas, and in the case of Snooki, Gucci, and Coach, damaging competitor’s images. But where do you draw the line? And when will it end? It is not ethical, but who is to prove, let alone enforce it?

I personally think the worse part is, that Snooki is getting free designer bags out of this war. Life’s just not fair.

I am currently going through the recruiting for accounting, whether it be CA recruit, or just a summer intern. I didn’t realize how much you have to sell yourself to the accounting firms, its really a give and take relationship between you and the firms.

Selling your image:

Through resumes, business cards, CASEEs (resumes specifically for accounting firms), and meeting future employers. You have to sell the kind of person you are, and learn what the firms are looking for. I have had to do research on each firm, most research from info sessions, but also from the internet, and having one on one conversations with the employees of each firms. You then have to show how you fit into their company culture, and be a great asset to their team. I’m not saying change who you are, or pretend to be someone else, just be yourself, but make sure you highlight your best skills.

The recruiting sessions are very overwhelming, you are fighting for the attention of recruiters, and have to make yourself stand out, all the while the firms are also trying to sell themselves to you.

Firms Selling to you:

The firms marketing to the students is a big asset. If the firm is able to attract more student , they will also get more applications and therefore, the best of the best.

However, because there are so little firms, and so many students it is more important to sell your image, because its a competition, one student against the other.

So, recruiting ties in with marketing and many ways, research, promotion, and consumer decision processes.

(KPMG – part of my evoked set)

The first time I saw the commercial for chair pants, I had my credit card ready to call. What a good idea! Until I realized it was a milk commercial.

The Weak Shop is funded by the BC Dairy Foundation to encourage milk consumption. It uses humor through infomercials to sell ridiculous products for those who are feeling weak. A few of these products are chair pants (pants that have golf bag stands attached to the rear of the jeans), downhill treadmill converter, and wallet walker (dolly to pull your wallet or purse on).

These ads really caught my attention and opened my eyes to the fact that I actually wanted a pair of chair pants, which is not a good sign. It sends the message not only to drink milk (you receive 2 free jugs of milk with every purchase) but to be more active, and to show that our everyday lives are becoming more and more disgraceful. I saw this ad on TV a few weeks ago and when thinking of ideas for my blog it was one of the first things I thought of, because it evoked emotion and the immediate need of a lifestyle change. I think this campaign was implemented well, as it has you laughing then while thinking.

Check out the link:

http://www.theweakshop.com