Difference Between Chapter 4 And The Persuaders

Improved Essays
The two methods of marketing research in Chapter 4 and Chapter 5 of PBS FRONTLINE’s The Persuaders were a focus group (Chapter 4) and the use of Acxiom (Chapter 5). In the video, Dr. Clotaire Rapaille hosted a focus group to “decode” the word Luxury for the Luxury Marketing Counsel America, which includes corporations such as Boeing and Acura. The purpose of marketing research is finding an effective marketing campaign that would attract target consumers and have a competitive advantage; therefore, Marketers must find new ways to connect their merchandise with publicly experienced emotion (Martel, 2004).
Marketing research using focus group is comprised of primary data, which is “collected from individual research subjects using interviews”

Related Documents

  • Improved Essays

    Advertisements have been the driving force for companies to get people to buy the product that the company is selling. For example, the “Share a Coke” Coca-Cola commercial has been one of the most successful commercials that the Coca-Cola company has made. The commercial is success because the commercial uses appeals to persuade the audience to buy their Coca-Cola sodas. Appeals have certain aspects such as credibility or proof of a certain subject, the use of logic, or emotions according to the essay, “Advertising’s Fifteen Basic Appeals” by Jib Fowles. Furthermore, the “Share a Coke” Coca-Cola commercial has been successful due to appeals from “Advertising’s Fifteen Basic Appeals” by Jib Fowles; examples of the appeals include pathos and the need of affiliation are what the Coca-Cola commercial “Share a Coke” influenced the audience into buying the Coca-Cola sodas.…

    • 1014 Words
    • 5 Pages
    Improved Essays
  • Improved Essays

    In the article “What We Are to Advertisers”, James B. Twitchell argues that “advertising is not just to brand parity objects but also to brand consumers” (182). Rosser Reeves, a skilled advertiser, tried to convince different groups of people that quarters had meaning and value. The consumer’s view of products is called positioning. The consumer must feel like the product they are buying has value and is better than competing products. I have had experience of witnessing many competing companies that are trying to convince buyers that they have the superior product.…

    • 785 Words
    • 4 Pages
    Improved Essays
  • Improved Essays

    The Persuaders Analysis

    • 752 Words
    • 4 Pages

    “The Persuaders” is a documentary which investigates how the culture of advertising and marketing have changed and influenced American society. Advertising and marketing isn’t just away to influence people to buy products however it influences a person and everything around them including the culture in the United States and politics. The documentary shows how advertisers are trying to break from the clutter they have created and look for new ways to reach consumers. The documentary shows how advertising has shifted. The job of advertising before was to highlight and present what the product however now advertisers try to focus on what the product means.…

    • 752 Words
    • 4 Pages
    Improved Essays
  • Improved Essays

    “Advertising’s Fifteen Basic Appeals” by Jib Fowles outlines the fifteen different areas in which advertisers try to manipulate the average consumer's mind by showing how they would be happier, accepted more, or better looking if they would buy a certain product. He delves into the structure of advertisement and sets a microscope on how the industry exploits the need for attention, aesthetic sensations, fulfill physical needs and etc by playing on the emotions of the human mind. Fowles states that an advertiser attempts to win the attention of consumers by giving a shape to the people’s deep-lying desire in a manner which they personally wish for. Advertisers make efforts to enforce both implicit and explicit messages in hopes of trying to manipulate consumers’ decisions. I will analyze…

    • 1018 Words
    • 5 Pages
    Improved Essays
  • Improved Essays

    In the mock press release published by The Onion, the author explains how consumer’s are lured into products too easily by using ethos, unrecognizable diction, and an exclamatory yet convincing tone. In his attempt to persuade the audience, the author presents how marketing producers convince consumer’s to buy their product through ethos. Ethos is conveyed with professionals thoughts when explaining how the product is one of a kind. Dr.Arthur Bluni, the pseudoscientist who developed the product for Massillon-based…

    • 687 Words
    • 3 Pages
    Improved Essays
  • Superior Essays

    How should Kraft Canada make the brand messaging of Kraft singles interesting to Canadian Millennial moms? Kraft Canada can make its brand message appealing to the Canadian millennials by associating its brand products to the customers buying decisions and choices. A brand message is an information conveyed through a product or service to a target market. The brand message aligns the company’s product with its mission. Kraft’s mission is to provide excellence with innovative products, high quality, healthy and environmentally safe to Canadian millennial moms.…

    • 1299 Words
    • 6 Pages
    Superior Essays
  • Improved Essays

    Modern methods of advertising have become increasingly more questionable on the effects it has on the general public. The essay “Happy Meals and the Old Spice Guy” by Joanna Weiss focuses on the effects marketing tactics and advertising have on an average consumer. According to Weiss, advertising is not just limited to basic commercials and ads, but they also rely heavily on store placement, packaging, and associations of the brand. The article “Like me, Want me, Buy me, Eat me” by Sandra C Jones, Nadia Mannino and Julia Green also discusses deceptive marketing techniques. Why do these corporations spend millions on marketing every year in the most intrusive tactics?…

    • 1146 Words
    • 5 Pages
    Improved Essays
  • Improved Essays

    “All is Powerless” Mophie "All is Powerless" is an advertisement directed for Mophie Inc. by Biscuits 's Christopher Riggert. In this advertisement, the director presents all sorts of doomsday events, from gravity failing to function, to flying penguins, natural disasters, fishes falling from the sky, and for some reason dogs walking their owners. Finally at the end, the ad brings everything together by revealing that this is how a God feels when his cell phone is about to die, promoting the product that Mophie wanted to advertise with its logo. After doing some research on Mophie 's product, I found out it is pretty boring.…

    • 1504 Words
    • 6 Pages
    Improved Essays
  • Improved Essays

    The marketing strategies primary role is to get a consumer to adopt elevated consumption of a product for the purpose of improving a firm 's revenue and profit maximization (Ferrell & Hartline, 2005). Other than just an act of randomly placing advertisements for consumers to read and see, marketing strategies go far beyond this point giving a strategic presentation of a product mix that will appeal to the target groups. For this part, an explicit discussion of the market research strategies that are highlighted in the documentaries “The Persuaders” is presented. This portion will further discuss the on the ethicality of this strategies and if they can be applicable in today 's market in 2015. In this documentary, the highlights on evident…

    • 855 Words
    • 4 Pages
    Improved Essays
  • Superior Essays

    OUTLINE 1. Market Segmentation…………………………………………………………………2 2. Product Positioning…………………………………………………………………... 3 3. Marketing Mix of Burberry………………………………………………………….3 4.…

    • 3675 Words
    • 15 Pages
    Superior Essays
  • Improved Essays

    A Coca Cola Christmas Undoubtedly, the primary goal of Coca Cola’s 2015 Christmas advertisement is to sell soda to its viewers. However, the subtle ways in which the company convinces the viewers to purchase their product may not be easily recognized by those watching the commercial. The commercial’s positive relation of the Christmas season to Coca Cola aims to create a link between the two in the viewer’s minds. Coca Cola uses this, along with a variety of rhetorical strategies, to help place their product in a positive light for potential customers.…

    • 1311 Words
    • 6 Pages
    Improved Essays
  • Great Essays

    John Lewis's advertising has such a powerful influence because it is always based on its emotional care. These advertisements were produced based on the insight of human nature, and then they can always touch the softest part of customers' hearts. John Lewis's target audience is the middle class over the age of 30, a relatively wealthy group who emphasize the quality of life and the pursuit of good service and experience. As part of the process for setting the marketing communications strategy, companies need to clearly know the corporate distinction compare to their competitors, show the brand identification, define the target audience and find the best way to achieve their business goals.…

    • 1407 Words
    • 6 Pages
    Great Essays
  • Improved Essays

    Advertisements are information that are intended to influence and prevail on their audience. Their purpose is to raise recognition of their commodity in the individuals whom they aim at, and to publicize the advantages and benefits of purchasing the product. Advertisements are seen and heard everywhere throughout our daily lives. The drive to work/school, watching TV and listening to the radio. You are being persuaded almost everyday of your life to buy or try out products without even realizing it.…

    • 724 Words
    • 3 Pages
    Improved Essays
  • Improved Essays

    As your high-end adult clothing company prepares to diversify itself by expanding into high end children’s clothing, it is imperative to do proper market research to ensure the success of this expansion. The market research process has 4 steps: defining the problem and research objectives, developing the research plan for collecting information, implementing the research plan, and interpreting and reporting the findings. Each of these steps will help create a better adapted marketing plan, and make the product as successful as possible. The retailer in question can make the best decisions by being well informed and doing their market research. The first step in the marketing research process is defining the problem.…

    • 836 Words
    • 4 Pages
    Improved Essays
  • Decent Essays

    SMART marketing objectives Q1. You are required to develop at least two SMART marketing objectives to facilitate the achievement of the goal. A brief explanation of each would be necessary. The basic principles of marketing are based on the SMART objetives which gives a scope to clearly define the purpose of the marketing plan.…

    • 718 Words
    • 3 Pages
    Decent Essays