During a normal school day, a young man walks up and asks a sneaker head, "What shoes are those? I’ve never seen those before!" In the afternoon, a middle-aged Mother comes home and after having read the tabloids, would like to know the name or designer of the new dress Beyoncé was wearing during the music awards. At midnight, A Father comes home from a long day at work and is hoping for a new bed with new innovative technology that would help him rest up to repeat the day’s work tomorrow and the day after. In the morning, the teenage daughter is scavenging for quarters around her home to save money to buy the new makeup Katy Perry endorses. Every person in a civilized country wants a new innovative product that would keep them “in the now.” As modernized human beings, it has become our nature to aspire to replicate the outward and inward appearance of role models. In the world of competition, a man seeks the newest innovative product that no only broadens his appeal, but also sets him apart from the crowd as being a novelty. New material and ideas play a huge role in attracting customers for business. To be successful in business, product improvements, innovations, and celebrity endorsements are key components in accumulating revenue. People are attracted to new possibilities and the thought of, unique products that will steal their attention. Magazine Inc. stated, "Customers tend to buy from sellers who are superlative at the following tasks: bring new perspectives and ideas. If customers could diagnose their own problems and come up with workable solutions on their own, they would do so. The reason that they’re turning to you and your firm is that they’re stuck and need your help. Therefore, you must be able to bring somethin... ... middle of paper ... ... endorsees, and collaboration are key components in making sales. Works Cited "Aims and Objectives." bbc.com. 31 Oct. 2013. . Carr, Austin . "NIKE: THE NO. 1 MOST INNOVATIVE COMPANY OF 2013." Fast Company. 11 Feb. 2013. 31 Oct. 2013. . "10 Celebrities You Didn’t Know Were Entrepreneurs." Secret Entourage. 31 Oct. 2013. . James, Geoffry . "10 Things Every Customer Wants." INC. 7 May. 2013. 31 Oct. 2013. . Suttle, Rick . "What Are Five Advantages to Using Celebrities in Advertising?." Chron. 31 Oct. 2013. .
...ons to attract people that are unaware of the product. They can also opt to do what they have always done, because the product is successful. To take the do-nothing approach is dreadful, because the competition is out there lurking, just waiting for CNS to rest on their laurels.
In the 1997 article Listening to Khakis, published in the New Yorker, Malcolm Gladwell effectively paints a vivid picture of the thought and science that goes into advertising campaigns. Gladwell begins his paper by focusing on the Dockers’ advertising campaign for their line of adult male khaki pants, which he labels as extremely successful. This campaign was the first line of successful fashion advertisements aimed directly toward adult males (Gladwell, 1997). This campaign was cunningly simple and showed only males wearing the pants being advertised with the background noise filled with men having a casual conversation (Gladwell, 1997). This tactic was used because studies showed that Dockers’ target market felt an absence in adult male friendships. (Gladwell, 1997). The simplicity of the advertisements was accentuated as to not to deter possible customers by creating a fashion based ad because, based on Gladwell’s multiple interviews of advertising experts, males shy away from being viewed as fashion forward or “trying to hard” (Gladwell, 1997).
There is an undoubtedly enormous influence on the world by consumerism. Consumerism and capitalism shape the nation that we live in today. Everyone knows this because they see advertisements all day long on television, on the radio, on billboards and through hundreds of other mediums. Unfortunately, what the world is not exposed to is what goes on behind the marketing and the ultimate final sale. There is a dark side to capitalism created not only by shady merchants, but the worldwide multi-national companies as well. What both of these excerpts portray is the idea that there is more to the products we buy than we are told, or unfortunately, that we bother to ask about. Through the use of interviewing, traveling, and criticism, these authors do a fine job in analyzing the relationships between branding and marketing, and more importantly, between our modern day consumption habits and hidden production processes.
Thomas Frank’s book entitled The Conquest of Cool: Business Culture, Counterculture, and the Rise of Hip Consumerism takes a poignant look at the advertising world of the 1950’s and 1960’s, exploring how advertising played a role in shaping the next generation of consumers. Frank points out that he believes many misunderstand how important the key industries of fashion and advertising were to the shaping of our consumer culture, especially in getting Americans to rethink who they were. The industry of advertising was not conforming to the upcoming generation, instead the new consumer generation was conforming to the ideals of the advertising industry. Frank believes that the advertising and fashion industries were changing, but not to conform to the new generation, instead to shape a new generation of consumers.
You go pick one either because the picture is better or you saw the commercial the other day and you want it. During the length of this paper we will talk about two important writers, Kalle Lasn the writer of “The Cult You’re in” and Benoit Denizet-Lewis the writer of “ The Man Behind Abercrombie & Fitch”. They both talk about similar topics that go hand and hand with each other, they talk about the consumers “Dream”, how companies recruit the consumers, who cult members really are, how people are forced to wear something they don’t want, and about slackers. What is the dream we all have? Think about the main things that you strive for in life.
Advertising (marketing) in America is long past its zenith. There may have been a time when people actually paid attention to all of the flash, the glitz, and the hype, but most consumers (especially those in Generation X) are savvy and somewhat skeptical. The public is less impressed and views these types of marketing attempts as desperate, and even pathetic. Marlboro Friday (977) may stand out as a monumental day in the minds of advertisers, but there is another moment that stands out in the minds of consumers; the night a woman disrobed during half-time show at the Super Bowl. It was as if time stood still as a nation witnessed advertising shorn of its pretense. This one event exposed the true state of marketing in America. It seems every attempt to hoodwink and capture the attention of the population has already been tried; there is nowhere new to go. Stooping to nudity to try and capture the attention of the public confirms what the consumer already knows; it doesn’t matter how firms try and “clothe” their products; underneath they are all the same.
Something people might frequently worry about is self-identity, and how to express who they are. When looking for an outlet to do this, the easiest way to show what kind of person someone is, clothes are usually the first choice: a black t-shirt with a cynical saying, or maybe some skinny black jeans. Whether the advertising agencies created the personalities that come with clothes or took advantage of what was already there, clothes are often sold as something more than just clothes. Companies must ask how to convince consumers to buy their product instead of the competitors’, regardless of price difference. Particularly Levi’s jeans, a 150+-year-old American business, has been trying different approaches to packaging the type of consumers that buy their jeans.
In “The man behind Abercrombie and Fitch.” An interview conducted by Benoit Denizet-Lewis displays a glimpse into the life of Mike Jeffries and his views of his company only hiring “good-looking” people and targeting “good-looking” people to wear his clothes. This has been done in order to force his audience to recognize that the issue of acceptance one’s peers and exclusion of a community mentioned by Mike Jeffries, is a result of cultural perceptions and individual self-image. Denizet-Lewis skillfully shows that while Jeffries remarks of not wanting the “not-so-popular” kids to shop in his stores, it poses a question to consumers asking what change in our attitudes will come or if there will be any change at all. Thus comes the issue of how consumers today have a shift in the reasoning behind why one buys clothing and the motivating factors that influence one to buy certain clothing. Denizet-Lewis also demonstrates the different messages that controversial advertisements and statements affect different groups of people and how what they project is really what people desire, though deemed by many people as unacceptable or inappropriate. The author also examines how in the news media, the image has become more important than the message and how images have taken precedent over actual issues and character. As a result of this, various communities have formed by the construct of selling to “beautiful people” and how popular appeal has become an extension of a person.
In the Frontline documentary, “Merchants of Cool” the top marketing experts discuss the teen demographic and new ways to target this seemingly difficult demographic. They are finding that teenagers contain a small amount of brand loyalty, and will consistently change brands to go with the flow of “cool.” Teens are more suspicious and resenting towards the normal marketing concepts, such as commercials, billboards, and radio advertisements, and are slowly catching onto the concept of buzz marketing.
This affects so many of us from children to adults. Many people look for the new trends, that the celebrities start. After seeing the new trends, they want to be stylish as well. There are so many designer brand names to choose from. Not only in clothes, but watches, purses, shoes, wallets and etc. For example, the Victoria Beckham label they carry dresses, denim, eye wear, accessories, and so many more items. So many women, teens, and men want items with a brand name. Back again to the Kardashians, they have their own fashion line where they sell all kinds of products. They are not the only celebrities that have a label of their own. There are many who have them; Beyoncé, Kanye West, Jessica Simpson, and many more have their own fashion line. Now even children are getting more into the brand of their clothes. When children go from elementary to middle school they change their style; because they want to fit in with all the older children. They change their brand of clothes, shoes, and back packs. As for girls might start wearing make-up and want to get artificial nails. Men care more about their vehicle, jeans, and shoes. The magazines, media, and T.V. play a tremendous part in setting the trends that many people want. So many people are becoming all wrapped up in these many designer names and seeing all the beautiful
Many of us are quick to follow fashion, fame, and fluff of the new age stuff, without considering the consequences of technology, social media, and peer pressure from access. The cost of demand is at an all time high, leaving common sense in the dust of lust. We gotta
Apple is “the world’s most colorful company,” Linzmayer, Owen . Apple Confidential 2.0. 1st. San Francisco, CA: No Starch Press, 2004. When looking at its meager beginnings Apple’s influence on the media could only be described as unique. Their product, style, and overall beliefs make the Apple Corporation a multi-billion dollar company with a general appeal for all ages. It is getting harder and harder to be an individual, so with Apple you can “rise above the norm” and be unique. Recently, this unique corporation has taken the media by storm, with their new line of products. Right along side these new products are a full line of new commercials to go along with them. These new commercials spawned from years of creative marketing done on Apple’s part. Studying the history of Apple is necessary to understanding their influence upon us today.
With the rise of the economy, consumers have become more and more knowledgeable on selecting their favourable product as a result the organization cannot focus on what it sells but on the side focus on what the customer wants to buy.
in this segment are often brand conscious and enjoy the latest fads and trends. They...
... right people by increasing the awareness about the product, its benefits and drawbacks. This is important for the success of a business.