Taking Ourselves Over the Edge

An attempt at appearing to not cause harm for the sake of public opinion causing harm.

    It’s nearly December, which means that there are 31 days left before the Americans fall head first into a self incude economic depression. Nothing could seem worse, people and business would all suffer under such conditions, and yet there are some who are reluctant to make the necessary changes.

   Today part of a budget was put forward, which depicted the necessary revenue increases that would be required as part of a comprehensive plan. The included a simplification of the tax code by eliminating loopholes and deduction to increase overall revenue without dramatic increases in the tax rates themselves. However, for any budget to be effective there need to be not only revenue increases but cuts in heavy and bloated government benefits – there needs to be entitlement reform.

   Herein lies the issue facing Washington today; no one wants to be responsible for cuts to programs that directly benefit the lives of voters, however necessary they may be. Though such actions have been in the platforms of Republicans who ran in the previous election, they happened to also lose the presidential election. Both camps know that this would be perfect ammunition to attack their opponents in this never ending political cycle, positioning the other as in opposition to the middle class, and therefore unable to compromise. Failure to do so will ultimately result in greater turmoil, so hopefully both sides will make a deal and stop causing harm in an attempt at appearing to not cause harm.

PR: When it Becomes the Entire Person

    Celebrities are always an interesting topic of discussion when it comes to their marketing because, at a fundamental level, their value is the perceived benefit or association they portray. However, though most celebrities have their every word planned and memorized – except for a few horrible missteps – this is truer for no other market than young teens.

    I believe that this is in large part another aspect of the sharp division we have seen in most aspect of our society and culture. People are moving farther and farther away from what we used to consider normal and generally centre towards extreme ends of the spectrum. Teens are now either extremely censored and protected, hardly reflection any of the hardships that teenagers and young adults might face – other than obviously heartache – or partaking in drinking, drugs and other inappropriate behaviours. People have become simultaneously oversensitive and desensitized to what we now consider entertainment in the form of celebrities day-to-day lives.

   As a result, we see cases of celebrities who are made or broken based on their ‘image’ and ability to successfully control their public relations. Whether this controlled reality that we hold to such great standards is beneficially to the young teens who follow the every move of these celebrities is extremely questionable, but the culture to do so has clearly become an unmoving portion of their lives.

Mixed Messaging: Dumb Ways to Die

“I think the biggest takeaway from this is that perhaps “viral marketing” isn’t about making a message viral, but attaching a message to a whole new product (high-quality web content that will go viral). At the time I’m writing this, the video has over 27 million views; it also reached as high as #6 on the global iTunes charts.  Why? I would think it’s because people love this music video and song, not because they love hearing about rail safety.”

    Viral marketing has been incredibly effective for those companies that have been able to capitalize on its results despite the unpredictability of public reaction. However, with anything that is viral, there is always a risk that people will dilute, mix and react in complete opposition of the original intent of the message, especially when it is connected to “a whole new product.”

    This concern was especially pronounced in regards to Metro Trains’ video and Clayton’s last comment, which stated that people love the song and not necessarily the video. People on the internet sometimes take content to heart, as a challenge to defy any sort of standard and become bigger than the source of popularity. Though Metro clearly ment to place hiding in a washing machine and selling both kidneys as akin to unsafe transit practice, I fear that many would take this as a declaration of ‘you can not’, reacting by engaging in these exact activities.

    Controlling the outcomes of a campaign that has gone viral are next to imposible, and though I commend Metro Trains for their amazing video, I hope that the message isn’t mixed in the medium.

Bad PR v. The Truth: An Ethical P in Politics

    As was identified quickly by most pundits on all news programs following the presidential election results, Republican candidates had an issue with minorities and those who traditionally held little sway in election results. Among these people are women, who were not only directly targeted during the election, but who’s issues played an important role in the national dialogue. Specifically, the issues of birth control and abortion were highly controversial topics.

    However, what many republicans didn’t anticipate was a general shift in the public opinion regarding many of these issues towards a much more social view, as well as a few extremely poor missteps by fellow GOP candidates in the public forum. Nevertheless, comments about “legitimate rape” and medical comments that turned out to be extremely scientifically inaccurate .

    While these incidents created PR fiascoes, ultimately resulting in many of the candidates losing their races, their issue because whether candidates should be speaking with the intention  of winning certain segments of the electorate or expressing their true intentions and beliefs. Candidates found that in many cases it was more beneficial to avoid talking about women’s issues or give substance-less answers than face the negative effects of their actual opinions and the resulting bad publicity.

    I find engaging in such behaviour, misrepresenting your actual values to better fit the perceptions and opinions of certain demographics is an unethical result of politics. The must present the greatest value to the greatest number of people, and in doing so position their platform to meet the expectations of the public even if they sometimes don’t align.

Positioning, the p in politics.

Killing Ourselves: Marketing Too Well and Its Detrimental Effects

    Opioids are now the largest cause of accidental death in the Unites States, surpassing car crashes for the first time1.

Opioids: decrease perception of pain, decrease reaction to pain as well as increase pain tolerance. The side effects of opioids include sedation and respiratory depression2. (Includes Morphine, Codeine, Heroine, Vicodin OxyContin and Methadone.)

    However, what might be surprising is that these deaths are being caused by legally prescribed medication. The US currently consumes 80% of the worlds pain medication3, and what used to be prescribed only to cancer and end-of-life patients is now being used for common ailments such as back pain.

    Abuse, addiction and access to these drugs have increased dramatically in the past ten years, but many blame the marketing campaigns of large pharmaceutical companies in the late 1990s and early 2000s for the current market conditions and this growing health crisis.

    The largest and most well know of these offenders is Purdue, who launched a campaign in 1995 to convince doctors and patients that these heavy painkillers, which are incredibly addictive and were previously rarely used for moderate chronic pain, were as safe to use as Aspirin. They even released a promotional ad stating that addiction to prescription opioids was less than 1%. Sales increased for Purdue by just over 6500% over the next 13 years and a new market was created for opioids4.

    Since Purdue’s original campaign may have been extremely successful, they later pleaded guilty in court for a misbranding of the drug “with intent to defraud and mislead the public.”5 However, the effects of the product itself have been more detrimental and long lasting to the American population than anyone could have expected.

    As physicians and politician attempted to curb opioid use, it is important to continue the conversation about how companies represent themselves, how much we trust the messages of companies that have their own interest at heart and the long-term implication of short-term market expansion.

 

Companies are out to make money, even if their mission is to theoretically help you.

As a Nation and Parties Change, Republicans Are at an Electoral College Disadvantage: Nate Silver

“… Hispanic voters could push Colorado and Nevada back toward the tipping point, … States like Wisconsin, New Hampshire and Iowa are overwhelmingly white – but also highly educated, with fairly progressive views on social policy.” 

    Nate Silver is a statistician and psephologist, and in the months leading up to the US election he hosted a blog in partnership with the New York Times. Five Thirty Eight took a closer look at the hundreds of national, statewide and topic polls that were conducted in the months leading up to the election, applying a mathematical analysis to the mind numbing numbers.

   However, the most interesting aspect of the whole polling process was the historical context of certain results; changing demographics in the United states had allowed minorities for the first time to play a greater role than Caucasian Americans. To be more specific, president Obama was able to win near all of the swing states, with a greater majority of the electoral college votes, without also obtaining a landslide popular vote.

    The Obama coalition, African-Americans, Hispanics, Women and the youth voted in large numbers for the President, and it became a point of discussion in the days which have followed the election about how Republicans can better appeal to these demographics and win back American.

    A more popular segment than white males and a decisive element in many sing states, it has now become a matter of who can better target and position to appeal to these voters. Maybe the next GOP nominee should be Marco Rubio.

Google, stop following me.

    Two days ago I visited the Clearly Contacts website, and though I did not buy anything – my time spent on the website exceeding no more than a minute – today, every website I visit that functions around Google ads is featuring one of these :

    Though in recent years Google has seen a lot of negative publicity in regards to their privacy policies, it has never been a tightly held secret that Google tracks and stores its users web history in order to provide more personalized, and hopefully more effective, ads. However, never before has this fact been more obvious and creepy than in the past few weeks, and this is where I doubt the effectiveness of Google ads themselves.

    Disregarding the negative perception people might have towards their privacy, the beauty in online advertisement lies in the seamlessness with which it integrates content. I should not be consciously noticing these ads, not realizing exactly how and why they are being targeted at me, and definitely not looking upon them with distaste. In the past 24 hours I have seen this company appear on the websites I visit  more times then I can count, but my perception of this brand is not a positive one.

    Subtly in a fine art, and I’m finding that Google’s lack of is rendering its ads not only pointless, but counterproductive.

Elections 2012:

Let the best least awful candidate win the race.

    With 42 days left until the American election, it seems clear that the defining issues for average Americans are going to be the economy, national security, social issues and whether the Democrats or Republicans are truly the reincarnation of Satin himself and responsible for destroying the American dream. Although one would assume that with so little time left for each candidate to sway crucial votes in swing states, platform and policy issues would consume most of the political debate, the candidates campaigns would clearly disagree. Rhetoric based in exaggeration and misinformation, and negative campaign ads that consistently outspend their positive counterpart by nearly 80%, the race has become a choice between the better of two evils.

    However, this may be due to the political environment and population more than the candidates themselves. What has quickly become the most polarized US election means that the target for campaigns and their marketing strategies is no longer to sway independents. Most voters have already decided who they are going to vote for, the true obstacle now lies in increasing the voter turnout for those whom you have already swayed.

    Hope is no longer the answer to discontent, fear has replace it wholeheartedly. Whether that is good for the American people or not has yet to be seen, but if the two campaigns are right then we are surly headed for totally annihilation.

Everyone Loves Black Friday, eh?

Black Friday has been an American tradition since the beginning of American consumerism, however, recent trends show that the increasing Canadian dollar have made Black Friday canadian pastime, if only for those close to the border.

Consumer have always known that shopping in the United States can lead to saving, but the recent increases in the dollar has seen more and more Canadians crossing the border to do even their most simple shoppings. This shopping pattern is exemplified even more in the American shopping holiday of Black Friday, where deals and sales leave shoppers with even more savings.

However, though this may be good for Canadian consumers, retailers and stores are suffering as the continue to fail to compete with american prices. Canadians are exercising their buyer power. Retailers have no way of stopping those who choose to cross the border, if the canadian dollar continues to rise in the long term, they may be forced change their prices to compete with american prices.

Nevertheless, retailers are unlikely to change. There are already regulations in place that limit the amount a citizen can bring back into the country and only a dramatic change might distort the market enough to impact price difference between Canada and the United States.

Globe and Mail