Raeanne Lee's Blog

As the course draws to a close, there are various takeaways that I have gained throughout the semester. Through class lectures and assignments, I have gained new perspectives on different ideas and gained an abundance of “fun facts” to spout at parties. I believe I have developed quite a few valuable skills that will be able to help me in my university career, as well as (forgive me for the corniness of this statement) life:

• Using Sauder’s resources: Through the various marketing assignments we completed, I was made to make use of Sauder’s resources, whether it be through the assistance of the helpful research librarians, to the booking out equipment for the Video project. Unfortunately, I chose to use my own video editing software (fancying myself as an editing and software aficionado), instead of Final Cut Pro, which lead to some technical difficulties. Accepting a blow to my ego, in that I was not as talented as I previously thought, was rather difficult, but necessary in getting the job done. I will most definitely fully utilize Sauder’s resources, come the next major assignment I have to complete.
• Working in a team (successfully): I can quite confidently state working with my marketing group, has been the most pleasurable class team work experience I have gone through in Sauder. As a naturally bossy, procrastinating, perfectionist (odd combination, I know), I learned how to better communicate with my team. We were able to delegate tasks amongst us, according to our individual strengths, as well as use technology (inclusive of Facebook, Google Documents, Dropbox etc.) to update each other on our progress and get the job done.
• My team’s company of choice- EA Games: I am an avid consumer of video games, and thus lobbied quite vigorously for my team to choose EA Games.  Throughout the term, I have enjoyed learning about the company, as well as the video game industry, and the consumer experience.

Prior starting the class, I believed that marketing focused on only the promotional aspects we have learned in class. I had no idea there were so many facets (of both a qualitative and quantitative nature) that existed within marketing. I find that through this class, I view the world through a new lens, as I analyze the world around me. I have become all too aware of how certain ad campaigns make me feel as a consumer, and I am thus able to appreciate them all the more.

This has been, without a doubt, the most enjoyable course I have taken in Sauder, and it was such a joy to relish in the creative and analytical chaos that is Marketing. Thank you Tamar!

Or some 3 further Ps.

Subliminal messaging and other forms of product placement are becoming increasingly prevalent. Once confined to the realm of movies and television, like a scourge, it has seeped into the internet onto Youtube. I’m not just referring to the annoying ads which viewers have to endure before they can watch their selected videos- I am talking about the way Youtube stars flaunt of products in their videos. Such notable cases include Michelle Phan, a popular youtube makeup guru, who has accused of becoming a sellout due to her constant promotion of Lancome products, after being hired as their spokesperson.

Another accused ‘sell-out’ has been the Sassy Gay Friend franchise on Youtube. As I have been a fan of Sassy Gay Friend for the past couple of years, I feel as though I have some personal stake in this matter. The premise of these videos is, they take a classical piece of literature (like Shakespeare), and insert the ‘Sassy Gay Friend’ to help the protagonist, presenting the What-if? scenario. The video series is witty and frankly hilarious, but in 2011, the videos started featuring MiO, a beverage released by Kraft Foods.

Warning: Language is NSFW

Personally, I feel that this product placement has cheapened the video, removing artistic integrity. This opinion is shared by many of the series viewers, as shown by the drop in rating, as well as the top comment “If our friendly neighborhood sassy gay friend had a sensible sassy friend of any sexual orientation;the MiO disaster could have been stopped before it started.”

Unlike, such films as Castaway (where FedEx and Wilson became integral to the story line) and its spinoff TV ad, the product MiO is artlessly weaved into the story. While Youtube ads do not have the resources nor the time to artistically craft the product into it, this is blatant product placement is not effective. Consumers don’t want to be force fed the product but coaxed into it.

On the flip side, shameless promoting can prove to be most hilarious. See for instance this new ad, which acknowledges the “sell-out” nature of videos.

This video, is much better received than the former, although how effective is it marketing the product? Personally, I felt as though the product was a joke and would not seriously buy it- although this is a step up from my previous resentment towards the product. There is however, no denying that Kraft is getting the MiO name out there, although this Youtube product placement may have the unwanted effect of turning consumers against the Youtube personality presenting them.

Nancy Huang wrote an article discussing the ethics about the idea that “sex sells”. There is no doubt about the truth in this statement, but as she quite aptly asks, “does that make it right?” As a feminist, I can’t help but be offended at certain ads which quite unashamedly objectify women. But there is a fine line between what is morally right and wrong. And what can be defined as “sexual liberation” or “exploitation”? To further delve into this topic, I would like to present two cases:

1. Kim Kardashian

This is a celebrity that has become famous for well, sex. She shot to fame in 2007 due to her sex tape. Since then she has endorsed a plethora of products including shoes, bags, skin care products, candles, workout tapes, and even salads, just to name a few.

Eating salad in a bathtub. How practical.

She is her own brand- the “Kardashian brand”. While high quality products that sell class and prestige (like Chanel) would not associate with her, there is no doubt that she has proliferated the media world to a staggering degree. The truth is, the marketing world has become rather trashy and consumers respond to her eagerly. Personally, I feel that with each product she provocatively runs her fingers across; she is selling out her own gender.

2. Thigh Advertisements:

A Japanese marketing firm has introduced the tactic of “thigh marketing”, where sexy young girls wear stickers of whatever they are promoting across their thighs, in the gap between the hem of a short skirt, and high socks. Those eligible to become “thigh models” must be suitably attractive and have a sizeable amount of friends or followers on a social media platform. I know many would disagree with me (some would compare it to stripping), but I actually find this form of sexy guerilla marketing rather innovative, and do not have a serious problem with it. It’s certainly a modern twist on the traditional exploitation.

What is the correct moral stance to take on sex in marketing? Is this issue even relevant anymore? The whole concept that “sex sells” certainly is a grey area, although I believe our society has become so acclimatised to it, that it would be near impossible to abolish “sex” as a marketing tactic.

During one of the marketing classes, we analyzed the bottled water phenomenon. I found this product especially interesting, as bottled water is essentially identical. Therefore what really determines a bottled water company’s success is its ability to market.

When consumers buy bottled water they are basically buying the brand image whether it be through sexual imagery (Perrier) or through its eco-friendly approach (Dasani). Many brands focus on the perception of origin and purity (i.e. Fiji water claims to be “untouched by man”) projecting images of glaciers and tropical rain forests. Other brands may try the social conscious route and advocate a cause such as breast cancer research.

A key marketing factor is the packaging of the product itself- its innovative design, contributes significantly in selling a product. Let us turn our attention to hypothetical product of ‘air’. The Gruen Transfer (a television show that comments on various marketing phenomenon) has created 2 television advertisements for this product.

This video does a brilliant job of demonstrating how a successful marketing mix can create the need for a product, that logically, should have none. One can see the parallels between both products, in that they’re easily accessible, for no (or next to no) cost. The first advertisement plays on the affective component, while the second advertisement, with its length explanation, appeals to consumers’ cognitive reasoning. Thus the first advertisement is particularly poignant, as it plays upon human emotion, and I too, felt that I needed this unnecessary product. The ‘Zephyr’ is a beautifully packaged product, that projects images of prestige and perfection, empathizing with my busy, and often suffocating life style.

Although tap water is only a fraction of the price of bottled water, many consumers are willing to pay extra for this seemingly unjustified luxury, as it is convenient and because each brand of water reflects upon the consumers’ image of themselves.

It has been said “there is no such thing as bad publicity”.

Or is there? There has been much public outrage over a clothing store in India called “Hitler”. The owners of the store claimed to be previously unaware of the atrocities committed by Hitler and that they had only recently learned about Hitler. Many argue that the owners were only too knowledgeable of its implication and that Hitler was just a marketing ploy, which I agree with. It’s hard to feign ignorance when you emblazon your brand with a swastika logo.

The internet coverage of this store name has sparked global offence, and as a result of the backlash, the store has agreed to change its name. There was quite a battle however, in changing the name, as the owners complained that they had spent a considerable amount of money on the banner, visiting cards and branding activity. One of the owners also stated: “I’ve been getting a good response with the Hitler name; sales are good. I’m concerned that business could drop off once I change it,”

What concerns me is that kind of actual branding that could have been accomplished with the Hitler name. What kind of consumer would be drawn to this? Surprisingly enough this consumer group is not exactly that scarce. There is an emerging demographic of youths who admire Hitler. In fact there is a sizeable subculture that is enamoured with his commanding personality and charisma.

This Hitler marketing gimmick is hardly revolutionary in terms of marketing strategies. There have been a number of shock campaigns over the years, a recent one being the Urban Outfitters (UO) Christmas campaign. UO released their 2012 catalogue which was peppered with profanity, inclusive of such gems as “Merry Christmas Bit—” and “Carpe F— Diem”. While this is a less extreme case, this UO campaign targeted hip youths that were “trendy” and “edgy”.

Personally, I find this Hitler case absolutely sickening, and frankly also rather ridiculous in its reverse exploitation. It is completely unethical for companies to make a profit from glorifying a monster. The fact that this even appeals to some people makes me lose a little faith in the world.

All blogs updated past this date will be related to Marketing (Comm 296 201).