ADPR 3100 1nd Edition Lecture 7 Outline of Previous LectureI. creative revolutionII. problems leading to creative revolutionIII. consumer cynicismIV. Bill BernbachOutline of Current Lecture I. Producer vs. consumer paradigmII. Hip consumerismIII. Sony WalkmanIV. SwatchCurrent Lecture- Plate topper commercial - Paradigms comparedo Producer-led Product Price Promotion Place o Consumer-led Commodity: way to create a consumer satisfaction Cost: any investment in money or time that you need to get the product Communication: two way dialogue way we talk back; it’s not just a one way delivery Convenience: how many different ways are there to purchase this item o Producer-led These notes represent a detailed interpretation of the professor’s lecture. GradeBuddy is best used as a supplement to your own notes, not as a substitute. Market management Formulaic advertising: reason-why Accept consumer society Goal of fitting in; social acceptance o Consumer-led Consumer satisfaction Hip consumerism Reject consumer society Goal of standing out; personal freedom o Design Compared Producer-led design - Company control - Stress on functionality Consumer-led Design - Market control - Stress on style- Sony Walkman o Preference research not sufficient o Known options onlyo Turn to social trends and lifestyle research - Demand for style/meaning o Sport Walkman fits the personality of someone sporty o Little practical market need o Instead, expresses a lifestyle so it was successful o Sporty, outdoor, healthy, progresso Similar to other products o Ex: SUV big comfortable and cool but you don’t use it for what its intended for - Swatch o Launched in 1983 o Response to o Invented a new product category: Cheap digital watches Expensive brand name watches o Standardized to make inexpensive o Easily and infinitely restyled o New collection every 6 months - Express niche lifestyleo Sportso Trend-consciouso Design and technology o Conservative - Hip Consumerism o Advertising in the consumer-led paradigm o Buying things makes you freeo Helps you stand out - Hip appeals: Cars- Hip appeals: Computerso Apple commercial with all the famous leaders o Samsung commercial making fun of people waiting in line for the new iphone - Celebrate the “street” as real o LG commercial on the street- Criticize authority o Fed Ex commercial o Nextel commercial ohh baby baby - Reject the mainstream o The cabrio VW car commercial Product is the way to get away from everything o L’Oreal commercial about you creating your own beauty - Ads that make fun of adso First insurance of Hawaii o New castle - Declare Independence o Gisele Under Armor boxing commercial o You buy products for yourself - Consumer-led paradigm o From function to style o From company decisions to marketing research From hard-sell formulas to hip
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