Don't Sit Down 'Cause I've Moved Your Chair

Another year, and another bevy of  group projects assigned from our Sauder classes. However, much like the MIS group project, the Marketing assignment felt like an actual progression as the term went on. Rather than a mad dash to complete the task over the last week of the assignment, the frenzy was spread out over the course of the term, as me and my group learned more about the situation of our company, MEC. The continued flow of the assignment kept things fresh as well. Though there would be struggles along the way, it was much less painful than banging our collective heads over the same issue for an extended period of time.

The final assignment was a perfect example of how gradual work throughout the term makes big assignments easier. Save for the heroic effort of our editor Cole, our parts were already written for us: we just had to organize them. Overall, I was a big fan of how intuitive and integrated the assignments were. It made the process enjoyable and organic, a natural progression through the marketing process of a big company.

In one of 2013’s more interesting reads, Brandchannel  has compiled and ranked some of the most outstanding “product placement” moments in cinema in the last year. While it may seem like a novel and light-hearted list, it’s also a demonstration of just how often the lines are crossed between movie and commercial are crossed. In some instances, the product placement is a important plot point.

In one case, 2012 film “the Watch” heavily featured Costco as a site of many of the movie’s action sequences, as violent aliens stage their diabolical plans within the confines of our familiar big-box chain. Even better, is the use of the Kinect technology in the film “Paranormal Activity”

It’s not all fun and games for company’s whose products are featured in the films. In some cases there are serious consequences in having one’s product associated with events in a film. Take “Flight” for instance. The absolutely absurd film about an alcoholic pilot had executives at Budweiser sweating over the possibility that patrons would make the link that overindulgence of Bud would result in the same colossal mishap similar to the movie “Flight”.   Corona, Ketel One, Grey Goose, Absolut, Miller, Tanqueray, and Stolichnaya have all asked for their brand to be removed from the film as well.

What’s most interesting however, is that product placement in films has gone down dramatically in 2012 in films that were #1 at the box office. With 2011 averages at 17.8 (Product Placements/Film), 2012 saw that number drop to 11.7. What’s for certain though, is that movie producers and marketing executives will continue to find entertaining and unique ways to incorporate brand into film.

Konrad’s Blog on Weight Watchers

My fellow comrade Konrad is not a fan of Weight Watcher’s new promo involving Jessica Simpson, citing the fact that the ad with-held images of Simpson’s lower half, or failed to show “proof” of the plan’s success. Now I’m all for a debate on whether Ms. Simpson’s mid-section is appropriate TV viewing, but I believe there is a much larger issue at stake here.

My problem is with the ad campaigns by diet companies promoting weight loss without exercise. These companies are perpetrating an unhealthy concept into our society, that exercise is not the most important aspect of weight loss and overall living a healthy lifestyle. These companies know that the trend dieter has no interest in exercising, and will offer programs and testimonies that basically say you don’t have to exercise.

Once again its another situation in which companies and their marketers are modifying their message in an unethical way. This is why when it comes to making health decisions on diet or exercise, it’s best to consult a doctor, and not your television.

For years, almost decades, the video game industries interactions with their loyal customers went a little like this;

Sony Entertainment: Me and my massive studio budget will release a new game each year for the same monopolized 60$ price-tag with slightly improved graphics and features from the last game to suggest progression, but not too much so as to inflate production budget and effort.

Gamers: OK.

Computer and console game developers rested complacently within this lazy model, reaping massive revenues with little effort. Marketing for these games were as simple as placing a good review in a reputable gaming magazine, and maybe release a few print or tv commercials in tow.

But with the advent of the “freemium” payment model, independent and small scale game studios are finding themselves with more and more attention from the gaming public. By offering their games for free and allowing users the option to make serialized payments for additional features, game concepts that may have been deemed risky and not profitable by major game manufacturers can still reach a sizable markets looking for unusual, outside-the-box games.

For companies without a large budget for marketing, relying on youtube-personalities to broadcast or review the games is becoming the norm. Though the reach of these videos may appear smaller than the TV advertisements on primetime, the responsiveness of the viewers is much better. Once again, technology and trends are influencing companies and their business decisions. Those who fail to adapt, fall behind.

McDonald’s has always been famous for delivering their product promptly, whether it be filing through dozens of patrons on any given day through the lines, or herding cars through their drive thru. More recently, however, McDonald’s have turned to social media to add marketing to their list.

By utilizing the instantaneous nature of Twitter and Facebook, McDonald’s have been able to try different marketing messages and tactics on a large scale at minuscule cost.  While McDonald’s can still spend big bucks for massive ad campaigns, they are also reaping the rewards of  the massive gains made by using social media.

Once again, the constant push of technology is reinforcing the idea that every company, no matter how big or small, needs to react swiftly and effectively to the new changes. McDonald’s is finding new ways to engage with their customers, solidifying their position in the industry and pushing their advantage. It will be interesting to see how technological innovations will give companies advantages in the coming years.

Mcdonalds and Social Media

A simple response to Darren Powell’s scathing blog post in reaction to Coca-Cola’s new anti-obesity initiative would be:

What more can you ask for?

A billion dollar company taking the initiative to sit down and basically say, “Hey, our products can make you fat and possibly kill you”, is not necessarily a trend-setting move, but it is a step. A labored, pain-staking step (much like one an obese person would take).

Here’s a look at the ad in question:

Clearly, it’s not perfect. You’ve got all the signs of buggery in advertisement; the man in the lab coat kneeling in the magic science field, hip twenty-somethings partying hearty with… Coke, and the always puzzling quick cutaways of diverse, but always smiling faces.

Powell questions Coke’s tactic of oversimplifying the obesity issue, and to his credit Coke’s explanation of “consuming more calories than you burn” = “you’re obese” is about as nuanced as “salt is salty”.

But once again, I will stress the point that it’s a start. It’s enough to restart the conversation, or at least push it another direction, because the scientific mumbo-jumbo that actual doctors have been reciting for the past decade seemed to have gone out one ear through the other.

The fact is, Coke have walked their walk, giving consumers healthy choices and smaller portion options while clearly labeling the caloric content of their products. You’ve got to give them the benefit of the doubt when Coke toots their own horn in their own advertisements, offering the olive branch that while Coke is part of the problem they are also part “of the solution”.

And that’s a refreshing change.

Darren Powell’s Blog Post

Now that the democratic style for voting in financial referendum in Europe has been changed to unions and blocs, it’s up to Prime Minister Papademos (Greece) to canvas his European neighbours for more emergency loans.

Blogger Nick Malkoutzis however, has discovered a strange reverse parallel in the fate of another European country thats similarly undergoing severe debt problems ; Portugal.

Just like Greece, Portugal joined the Euro currency, and soon had overestimated economies stemming from an overappreciation of Portugal’s economy.

However, Portugal has had a much easier time securing loans, by quickly promising strong austerity (cutbacks) measures, while Greece is still debating between defaulting on loans or the previously mentioned action.

One thing is for certain, the weight of two nations economic welfare and future rest in the balance of the welfare and future of the Nation that gave them their power. I’m sure the blogging world awaits the result with great anticipation. Our fingers are ready!

Greece is in a bad position, for those of you joining us late. After decades of “epic” economic mismanagement, the Balkan country finds itself in debt of a financial sum worth 160% of its annual gross domestic product. Basically putting all the money/commodity made from a years worth of Greece’s economic activity would leave Greece still swimming in debt. This number is only rising.

So how did Greece get in this position? Well after joining the European family in 1981, and sub-sequentially the Euro, Greece prospered after benefiting from the comfort of knowing they were backed by the great EU. Though the economy of Greece was never a major force in the world stage, their financial hardships are sending dramatic waves through the European nations and the world, because the major players in France and Germany have agreed to provide assistance only possible through taking money from other states.

Now faced with the choice between defaulting on their massive debts or implementing massive austerity (cost-cutting) measures, the country Greece is once again reminding the world why the Balkan peninsula is frequently connected with the “epic” and “mythological”.

In Gregory Iannacone’s Blog Post, the succinctly titled “do NOT pass go, do NOT collect $200” (alright I won’t…) chronicles the impossibility of becoming a millionaire through McDonalds.

Though the feat has been managed before, the possibility of achieving this through those ridiculous stickers are, as Iannacone mentioned, simply not worth it. However I do question the reality in which people are playing McDonalds Monopoloy literally, buying dozens upon dozens of eligible menu items just for a chance of finding the Marvins Gardens in their life.  But it is undeniable the temptation of getting a larger size just at the chance of getting free small fries or a cheeseburger.

So in conclusion, I disagree with Greg’s leaning towards a demographic of compulsive McDonalds Monopoly players, but it is undeniable the truth that McDonald’s is definitely good at the game of Monopoly.

In response to my fellow Commerce Undergraduate Brett Kelly’s  crass and clearly irresponsible blog post “Why Can’t We Corrupt Our Children Anymore?“, I opt to put the kibosh on his half-baked summary of post-modern adolescent consumerism.

First, I have to state Kelly’s obvious misrepresentation of the quoted article, blatantly misquoting and in turn misdirecting his blog readers (Mrs. Kelly and her lovely house-sitter Lula Mae Barnes) by stating kids are among the most “sharp and savvy” consumers out there. The general wrongness of this declaration can not be understated, as at best kids are relatively “sharp and savvy” compared to how good (or bad) they are at other things, such as reading or adding (2+2=4.5)

And what’s with Kelly’s dangerous rhetoric about advertisers brainwashing their kids? As a Christian and staunch Romney supporter, I believe in the ethical power of a well placed and timed attack or defense ad.

And if there’s any question about how to protect our children from the pervasive and invasive tactics of mass media advertisement, I say there are “those who ain’t and those who are knee high on a grasshopper”.

Which type ain’t you ain’t Mr. Kelly?

Marketers making kids feel bad about their bodies and encouraging them to get in shape? Totally unethical and evil.