This essay will serve to introduce the topic of my Specialised Project and will highlight the structure that will be used to present its findings as well as briefly discuss the nature of each section and how it will relate to my final project.
Given the subject matter of the dissertation it is apparent that a thesis is a suitable structure in which to explore the hypotheses that will be put forward. It will consist of a combination of theoretical and empirical research, i.e. based on observation and experiment. The experimental data will be gathered from observing a real life project aimed at marketing an artist’s campaign within the music industry and by closely monitoring the success or otherwise of the techniques discussed in the following thesis.
The thesis will comprise of the following structure:
Abstract
Statement
Acknowledgments
Introduction Context & Theoretical Background
Literature review
Methodology, including Practical Element
Results
Discussion
Conclusion
Bibliography
Abstract
The abstract gives the reader a brief overview as to what the thesis is trying to prove and the topics that it covers. A possible abstract for this dissertation could be: “This thesis describes the concept of Slipstream Marketing and its application within the music industry. It seeks to assess its performance compared with traditional marketing techniques. The performance of Slipstream Marketing techniques will be measured by gathering data from an actual artist’s marketing campaign centred around the forthcoming football World Cup. Data will be collected from this case study through various methods and used to prove or disprove the hypothesis. The dissertation hopes to define Slipstream Marketing’s role within the music in...
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Sutherland, M. & Holden, S. (1997). ‘Slipstream Marketing’. Journal of Brand Management. [online]. June 1997 issue. Available from: http://www.palgrave-journals.com. [Accessed 29 November 2009]
Sutherland, M. & Sylvester, A.K. (2000). ‘Advertising and the Mind of the Consumer: What Works, What Doesn’t and Why’. (II). Australia. Allen & Unwin.
Godin, S. (2008). ‘Tribes: We Need You To Lead Us’ (I). UK. Piatkus.
Brogan, C. Smith, J. (2009). ‘Trust Agents: Using the Web to Build Influence, Improve Reputation, and Earn Trust’. (I). John Wiley & Sons.
Godin, S. (2002). ‘Unleashing the Ideavirus’. (I). US. Simon & Schuster.
Oshinsky, D. (2008). ‘2008 Summer Opympics Blog’. [online]. Rockymountainnews.com. Available form: http://blogs.rockymountainnews.com/2008_summer_olympics_blog/archives/2008/08/the-greatest-free-ad-ever.html#. [Accessed on: 6/11/09.]
...s, B. M., and W. Stroebe. (2010) “Setting the stage.” The Psychology of Advertising. East Sussex: Psychology, Print.
Advertisements are one of many things that Americans cannot get away from. Every American sees an average of 3,000 advertisements a day; whether it’s on the television, radio, while surfing the internet, or while driving around town. Advertisements try to get consumers to buy their products by getting their attention. Most advertisements don’t have anything to do with the product itself. Every company has a different way of getting the public’s attention, but every advertisement has the same goal - to sell the product. Every advertisement tries to appeal to the audience by using ethos, pathos, and logos, while also focusing on who their audience is and the purpose of the ad. An example of this is a Charmin commercial where there is a bear who gets excited when he gets to use the toilet paper because it is so soft.
Overall, his claim that males respond best to simple, seemingly straight-forward advertisements was well thought out and supported through sufficient evidence. Gladwell successfully provided the proper amount of evidence supporting his claim and had he showed opposing views or views of the consumer it only would have added to an already successful paper. This essay is a perfect example of the importance of a thorough introduction to provide the reader with a concise synopsis of what the paper intends to covers. Had Gladwell excelled in both areas he neglected, this would be an extremely interesting, thought-provoking look into the world of advertising.
Finally is the investigation of the conditions and appropriate environment for the effective presentation of the artwork. This requires the artist to have extensive knowledge of the specific art industry. In the context of the music industry music promoters and designers will have a greater role to play in order to have good presentation and promoting the music artwork.
Williamson, J. (1984). Decoding Advertisements: Ideology and Meaning in advertising. Marion Boyers Publishing (5th Ed.)
This book has opened a whole new perspective on advertising and the reasons we buy things and regret them later. Thinking that I have the urge for a McDonalds hamburger may feel real, or it might just be an elaborate, expensive advertising technique used to manipulate my buying behavior.
Etzel, Michael J., Stanton, Bruce J., Stanton, William J. (2004). Marketing. (13th ed.). Boston: McGraw-Hill.
It was during this time when critics, fueled by Cold war era paranoia, claimed that “mind control techniques” were being used to persuade the public into spending. (History: 1950s) In reality, this was because of the use of motivational research. Using psychology, this allowed advertisers to appeal to their consumer’s desires for acceptance, security, sex, and success. By analyzing buying habits and people’s attitudes towards products, advertisers could gauge which ads were more successful based on brand association, color, and packaging. Advertising research has confirmed that ads “emphasizing the aroma, taste, or texture of a food product […] establish their product as the relevant one for the consumer making a choice.” (Marchand xx) By using similar techniques on non-food items, those products become associated with the primal reactions of taste and
Advertisers and corporations are liable for using modern and sophisticated forms of mind control to the extent level of brainwashing consumers, in order to manipulate their choices and their spending habits. Our society is being negatively impacted, by becoming a consumer driven society constantly distracted by overwhelming persuasive advertisements, as opposed to ideal informative advertisements. The most vulnerable and negatively impacted targets of persuasive advertising are the younger, less mature, and/or less knowledgeable and self-directed consumers. Ironically, it was once said “An advertising agency is 85 percent confusion and 15% commission” (Allen). It is quite clear that social benefits are not part of this equation. The harm and severe social related costs far outweigh any economic growth and benefits deemed necessary for advertising and marketing companies.
In order for my product to be successful, I strategize a marketing plan. Market Research is one of the main steps taken in the initial process of strategizing a marketing plan, The primary function of market research is to identify the customers needs and views. During the market research of my product, I discovered that because of the competition, (Herbal Essence Shampoo brand) my product would really need to stand out on the market. Also, during that research I discovered that Herbal Essence?s sales had dropped 6% over the last 2 years, because of their marked up prices. These were great pieces of information, as they will serve helpful during the marketing mix portion of my marketing strategy. The marketing mix is one of the first steps taken in applying an overall marketing strategy for your product. A Marketing Mix is the combination of product offerings used to reach a target market for the organization. (Armstrong & Kotler 2007) The marketing mix includes product, price, promotion and place (also known as distribution)
Kotler, J., & Keller, K. (2012). A framework for marketing management. Essex: Pearson Education Ltd.
Advertising generally tries to sell the things that consumers want even if they should not wish for them. Adverting things that consumers do not yearn for is not effective use of the advertiser’s money. A majority of what advertisers sell consists of customer items like food, clothing, cars and services-- things that people desire to have. On the other hand it is believed by some advertising experts that the greatest influence in advertising happens in choosing a brand at the point of sale.
· Promotion- In our essay we will be focusing fundamentally on the promotion side of the marketing mix.
In today’s difficult economy who can afford to spend their hard-earned money carelessly? Americans want good quality and low prices, and businesses that advertise their product make saving money possible. Advertising was created for one reason, so businesses could make known their product (Black, Hashimzade, and Myles). Some consumers may argue that advertising is not informative, but that it is manipulative because some advertisements make false claims. Fortunately, there are regulations and consumer rights that promote truth in advertising. Consumers must embrace their rights to keep advertising the way it is meant to be. Advertising is meant to be informative and not manipulative, and consumers play a great role in promoting truth in advertising.
According to the Handbook of Media Management and Economics, marketing is “the art and science of satisfying consumer needs.” Marketing campaigns are strategic plans that will allow a company to push their consumer into buying their product. A good campaign will identify the consumer, their consumer’s needs and desires, and what the consumer needs to experience to convince them the product will fulfill that need or desire. T...