According to a recent study conducted by Cologne University, eating popcorn while at the movies makes the moviegoer immune to advertisements before the movie, this phenomenon is the result of our inner speech being disrupted by our chewing. As a result of our inner speech being disrupted, we are unable to repeat the pronunciation of a new name we hear when we encounter it, thus we become immune to advertising.

This phenomenon affects the promotion part of the four p’s, meaning communicating the benefit a good can give you through movie advertisements is obstructed by the theater’s popcorn revenue. Seeing as moviegoers can become immune to movie advertising by eating popcorn, we can conclude that the effectiveness of these advertisements will be put to the test over the coming years.

Furthermore, the movie theater has strong connections with the advertising companies who pay the theater to show the advertisements. This raises the question of how the nature of the partnership between theaters and advertising companies will change over time. At the moment, it looks as though theaters will be choosing between popcorn revenue and advertising revenue.

From the consumer’s point of view this could make the popcorn bought seem worth the $10, considering you are no longer affected by advertisements. This could be profitable to movie theaters if they market this effect popcorn has properly, but at the same time it could hurt the relationship between theaters and advertising companies.

Have you ever seen that logo before? Do you know what it represents? No, then you should watch the video below:

Dollar Shave Club ad

That video managed to get DollarShaveClub.com (DSC) 12,000 customers within the first two days of going online. Furthermore, the video applies strong product differentiation to make an effective advertisement.

Competition- From the very start, Mike tells us about the razors’ “stainless steel head, aloe vera lubricating strip and a pivot head” differentiating his razors from those of his competitor’s with a “flashlight, a backscratcher and ten blades”. This positions DSC’s razors as cheap, simple and inexpensive, while alienating customers from expensive fancier razors.

JIT– Mike emphasizes that DSC is able to deliver the blades on a monthly basis right to the customer’s door. This is an example of JIT (just in time), where the customer will be getting their blades right when they need it. Not only does this make life easier for the customer, but it also means that DSC practices operational excellence, because they are able to get the blades delivered to at least 12,000 customers on a monthly basis. Furthermore, having a necessity delivered to your door is important, because when you go out shopping you often forget to buy these types of necessities, thus DSC is also saving you that extra trip to the store.

The advertisement makes a strong impression on most viewers by illustrating basic marketing concepts, while keeping the viewer’s attention through the use of comedy. This advertisement is a good way to show marketing done right and though it may appear silly at first, it comes off as a creative way to market razor blades.