In Hind Sight

This past semester has brought many lessons and insights into the world of marketing.  There is still much to know about this topic, but the information I have acquired over the past 11 weeks or so has been very beneficial and will aid me when I find myself in related professional settings.  Over the past months a lot has been covered, especially the kinds of mediums of marketing there are, and which ones tend to be most effective.

http://lezal.com/wp-content/uploads/2013/10/Phoenix-Media-Buying.jpg

When it comes to which type of marketing is recognized the most, it is hard to disagree with Television commercials.  I have learned that this is the channel of communication which reaches the most demographics as most people have TV's in their homes.  Televisions are also in public places too, such as restaurants, stores and other establishments.  Radios also have this in common, however we are more prone to be in tuned visually than audibly.  

If we are talking about which mode of marketing is most effective, thats a little bit of a different story.  Although for the past 50 if not more years, TV would be the answer to this question as well.  However, technology has come a long way since the early 50's and with the invention of the computer, advertising has taken a different approach on how to reach a specific target market.   

Social media is quickly taking the world of advertising by storm and is becoming the best way to advertise to people.  As stated in the video below, half of the worlds population has grown up not knowing life without the internet.  This number is only going to grow and more people are going to transition over to using social media marketing.  The video below goes into a little more detail about the topic, feel free to check it out.  

https://www.youtube.com/watch?v=yDA864UskXc

Much of what I have discussed in the blog posts I was able to due to the background knowledge I received in the classroom.  Although, I truly think that about 90% of what you are going to need to know about a job comes from on site training and experience, I believe this course gave me a healthy dose of what I can expect when it comes to marketing.  Among the most important topics that we discussed the most important to me were; Ch.1 Creating Customer Relationships & and Value through Marketing, Ch. 5 Understanding Consumer Behavior, Ch. 9 Market Segmentation, Targeting, and Positioning, Ch. 13 Building the Price Foundation, and Ch. 15 Managing Marketing Channels and Supply Chains.  

In chapter one we were introduced to all of the basic concepts of marketing and how communication is one of the largest elements of it.  In chapter 5 we learned about the consumer purchasing decision process and about the different influences on consumer behavior.  Knowing about market segmentation and the five steps associated with it is all what chapter 9 was all about on top of product positioning.  Chapter 13 discussed what went into pricing a product along with the demand curves role on pricing, and price elasticity.  Finally, in chapter 15 we learned about the different marketing channels and what goes into the decision of choosing channels.  

These all relate to my pasts post because I have referenced information from the text in my blogs.  Throughout the course of this assignment I learned a lot, not only from reviewing course material, but through personal research for these posts.  

Thank you to everyone who has taken the time to read these posts, it has been a pleasure writing for you.  Until next time, good luck with any marketing ventures in your future. 

- Alex   

Sports Sponsorship and Advertising

Sports Sponsorships and endorsements are probably the biggest thing that puts some athletes in the position that they are in.  Athletes such as David Beckham and Kobe Bryant are amongst the biggest sponsored players of our time.  This whole ideas of companies paying individuals and giving them free merchandise in order to build brand awareness is absolutely brilliant. Growing up as kids, we all aspire to be like our favorite athlete because these are the people we look up to at that age.  Applying this concept to a marketing technique and turning it into an opportunity for selling a product can be considered one of the most effective marketing methods out there.  Here is a picture of Beckham and his sponsor in the background.

http://jasminedotiwala.co.uk/wp-content/uploads/2014/01/david-beckham-launch-Adidas-Originals-55.jpg

Athletes all over the world can get paid up to millions if a huge company comes along and decides that they want to sponsor them.  Only athletes that are of a certain caliber receive this opportunity and recognition.  When consumers see that their favorite public figures are rocking a new pair of nike's or hitting a new set of Taylormade clubs, they are going to want to go purchase that item.  It may not feel like you are being influenced by somebody else but it definitely plays a huge role in marketing, otherwise so many companies would not continue to sponsor athletes today.

One of the biggest names in sports when it comes to sponsorships and endorsements is none other than Tiger Woods.  Before the scandal broke out he was sponsored bye Nike, EA Sports, AT&T, and others all at once.  A perfect example of a bunch of different companies advertising through one person.  Almost like a co-op one could argue.

Sometimes, athletes will agree to do commercials for certain products or services as well.  This is probably the most effective way in which a company can sponsor a player, if they can get them TV time outside of their profession.  Here is one of the most classic  examples of this idea.

https://www.youtube.com/watch?v=0r5Jf_ZU9eA

Athletes are people that we tend to look up too in todays society.  When companies take advantage sponsoring athletes they are engaging in one of the most effective marketing campaigns they can.  Sports sponsorship is something that will be around for years to come, and I can't wait to see how it will be affecting companies in the future.

Music and Its Role in Marketing

Music plays a major role in all parts of entertainment whether it's the faint sounds of elevator music or live in a concert.  When you take the time to think about it, no other source of entertainment would be the same without music.  Imagine watching a movie with no music to support the actions or help the story along.  That would be the most lifeless movie since silent films.  Imagine trying to watch your favorite TV show and there is no intro music, or filler for the silent areas.  The fact of the matter is that music is the best compliment to most other forms of entertainment.  This post will further discuss how it specifically plays a part in marketing.  Here is an example of a movie that makes great use of music to go along with actions, the very famous Rocky. 

Music has been around as an advertising tool for years now.  Marketers have figured out that certain types of music affects the way people shop.  This is why when you go into a super market, or department store, more often than not you will hear music in the background.  There is a psychological effect on us while we subconsciously listen to music and go out shopping and this is why this method works.

This method of getting consumers to spend more while buying is also used to affect the employees.  "...background music is thought to improve store image, make employees happier, reduce employee turnover, and stimulate customer purchasing"(Milliman).  This goes to show, that music has an effect on both sides of the spectrum.  This form of entertainment not only influences the purchasing behavior of consumers but also allows workers to be more efficient and improve quality of life while on the job, which is extremely important.  

It is also common for stores to employ certain techniques when it comes to playing music.  For example, Target could try to play a more mellow type of music during the day on a weekday, but want to play more upbeat or hip music for younger crowds on the weekends.  There are other stores that don't pay as much attention to detail and will keep the same playlist or CD playing for the entire day.  This may not have a wearing effect on the customer of the store, but rest assured getting as far away from work will be the only thing on your employees minds after a couple hours of the same songs.

Music has always and will always continue to make a difference in the way we advertise and market products.  Even when we are not paying attention, or don't believe it is having an effect on us it very well can.  There is an entire subconscious aspect that goes behind this mode of marketing, and it is the mot important part to understand in order to get the bigger picture.  Using music as a marketing tool is a great way to attract customers and keep employees going strong.





Sources :

http://www.jstor.org/stable/1251706?seq=1#page_scan_tab_contents (Milliman)