x...Gender Response...x

“We are who we are because of everyone”

Apart from the obvious differentiation between men and women there are also social and mental factors that affect our decision making and perception. Within the lecture it was an exploration to see whether certain adverts and magazine ads are aimed at either men or women. Depending on the sex who is receive the encoded message of buying the product it was found that women paid finer detail to the specifics within an advert where as the men only looked to it as a whole.

When an experiment was conducted to see whether it was the regular buying habit, brand loyalty or the appealing advert advert in particular. it was found that amongst the men who were with us many didn't notice the finer details. so were they really appreciating the way in which the marketing world was trying to capture them. or is it plain simple and straight to the point campaigns that really capture a man??? The image was of a well laden room, it could e argued resembles that of something you’d find in a presidential suite. We were then allocated a small amount of time to consume the image and write down everything we saw. Many of the women in the class specified things that the men had no clue were there, the tall lamp in the foreground, or the tapestry on the wall. However there was an anomaly in this experiment. As we were sent in groups to conduct our own experiment it was the men who were specific in their findings. “Males displayed much less accurate results than females did”

However, after talking to the male participant after it was found that they attempted the task as more of a challenge rather than an observation. This also shows that men are allot more competitive than women and when approaching the task to compete against a friend they consciously search for more things than their brain would normally notice. Research also showed that women appeal better to bright colour.http://www.post-gazette.com/pg/06256/721190-114.stm the article shows that some women hold the genes to see 4 spectrums of colour rather than the usual 3! Showing that without even necessarily trying the women will pick up on more detail.

Schiebe and Condry (1984) carried out Research was carried out research to determine the varied gender responses. They analysed advertising to whether the values within the advert different when a specified gender was being appealed to. They found that adverts aimed at women, tended to concentrate on beauty, the family and formative years. In comparison to that of advertising to men which valued aspiration and manhood. This can also be argued to be a reflection on society today.

However nowadays children are become increasingly more aware of messages in marketing. When charities try to receive donations, they try to play on our human nature of emotions, by using the small abandoned child with the big blue eyes:

Women tend to be affected by this as they hold a maternal instinct to help people where as the men in our class who found watching charity ads somewhat tedious and boring!

Conclusively it goes to show how the formula that makes us unique as individuals is a result of what we are exposed to in our lives, also the way in which men and women read marketing communication whether determined by colourful packaging.

http://www.youtube.com/watch?v=UsfNXj9s-iY

Or an inspirational figure to which one would hope to be some day whether than be in the form of a desired physique or the aspiration of that new car they’ve always wanted.

http://www.youtube.com/watch?v=krhB_An8fT4&feature=related

these adverts in some way merge the two genders responses for the first time in my research as a sexual essence is used in both showing that both men and women respond to sexual references.

Oxo Gravy Granules advert 1990

The Family Cycle

The Family Cycle

Your family is the first step to form your social foundation. Your parents are those who give you your features and can mould your personalities, in term if the life cycle although it can differ for everyone society has created a perception to which is expected of you once you reach a certain age, now a day’s women are more likely to commence in their career rather than be the stay at home makers like that of previous years. However this doesn’t take away from their maternal instinct.

Nuclear Family...

A Father, Mother and children all living together under one roof, could be argued is society’s expectance. (Just like The Bill Cosby Show hehe)

Is also seen as the best environment for a child to brought up in (but in whose eyes)

The Extended Family...

A “regular” nuclear family along with other relatives, including older generations such as: Grandparents, aunts and uncles that all live together. Tends to be an increased family atmosphere.

Family of Orientation

A family in which an individual is born into and therefore associated with.

Family of Procreation

The family gained through marriage to another person, mainly “The In Laws”. This usually tends to bring a knock-on effect of guilt and therefore parties of the situation who have had the least control (the children) tend to be lil’ more spoiled.

Although these titles do not apply to everyone in society from a marketers prospective it gives an insight to their target market and and the best way to approach them. Although the nuclear family may not be as openly happy as the Cosbys’ they are seen as society perfect product. As women want to work longer it isn’t always the father that is the prime bread winner. Latchkey kids are known as children who have to full time working parents. The term is due to them having the freedom to come and go as they please, using their own key when they want. On the other hand more and more men and taking on the role as stay at home dads! I exclaim because there was a time where this was a demoralising sign on weakness. “As a result, the number of men who stay at home to look after their kids, because their wife is earning more, has risen 80% in 15 years. In 1994, there were 120,000 men who stayed at home with the kids, which has risen today to 214,000” http://www.walletpop.co.uk/2010/02/01/women-breadwinners-and-stay-at-home-dads-the-trend-of-the-reces/

http://www.youtube.com/watch?v=fPT9d_koZMw

Divorce rates and the occurrence of lone parents also plays at factor in the products that marketers once appealed to families as a whole now has to find a more unique way to appreciate their situation in the promotion of the product. For example using price to appeal to single parent homes as there is only one income or products for two...without being for husband and wife. http://www.singleparentcenter.net/single-parenting/home-buying-programs-for-single-parents.html.

Families are a core target audience from many companies and therefore need to be appealed to accordingly. Families can vary in the amount of children that they consist of so first they must evaluate consumer need, then enhancing their want. This can be affected from economy sized products to putting 6 hotdogs in a tin rather than 8! This also enhances consumer involvement if customers have the option to contact the company.

http://www.youtube.com/watch?v=m08e59O8vJI

Wells + Gruber 9 stages Theory!!

1 – Bachelorhood

Connotes a young person who is single and fancy free!

2 - Newly Married

The start of new beginnings for a young couple

3 - Full Nest 1

Familes with small children and one breadwinner

4 - Full Nest 2

Families’ whose children are at the age to use pester power, whilst both parents are still able to return to work

5 - Full Nest 3

Families with children in further education, therefore parents have more free time.

6 - Empty Nest 1

7 - Empty Nest 2

Same concept as 3 or for, jus WITHOUT children.

8 - Solitary Survivor 1

A widow/widower with a regular income

9 - Solitary Survivor 2

A widow/widower without a regular income.

This is also a good revelation to who may be key decision makers in the family. Children are very good at getting their parents to get them what they want. No parent wants their child to go without!! It’s part of human nature to want to fit in. Therefore marketers tend to aim at children as they can be extremely persuasive. However those who have a classical view on family will allow the man to take charge and take responsibility for the decision making process, on the contrary many families leave it up to the woman to handle finance and the decision making. The modern family is exactly that, modern. And like that of something modern family structure moves with the times.

Advert for the Family -http://www.youtube.com/watch?v=oWM3PfcUyUw&feature=related

Advert for Dad! - http://www.youtube.com/watch?v=QINv6rebyTU

Advert for Mum!! - http://www.youtube.com/watch?v=-Ma0qmo_bdU

And JUST 4 FUN!! http://www.youtube.com/watch?v=SwrK-foCTaQ – this really made me laugh!

x...Charity Event...x

Help for Heroes raises money to support members of the Armed Forces who have been wounded in the service of their country. We ask our supporters to “do their bit” to show these extraordinary young men and women that they are cared for by us. Over a million people have responded to date and millions of pounds have been raised to buy much needed services that will aid their recovery, but we need more! So far, we have allocated almost all of the money we have raised in order to fund direct projects and support other service charities.

http://www.helpforheroes.org.uk/splash_what_we_do.html We are passionate about what we are doing and as far as we are concerned the sooner we can see results, the better

`

The most exciting task I've came across yet was the organisation and running of a charity event! when the task in hand was set it was very exciting as it gave myself and my group the chance top put all the theory that was learn over the months into practice. and boy did we put it into practice:) . At first the group had masses of ideas (not all of them realistic due to lack of funds) but what can i say we were excited!

In 2007 the charity sector consisted of 190,541 registered charities in the UK alone (Mintel, 2008),After choosing our chosen charity which was Help for Heroes we had to think of an event that was popular easy to access and cheap to run with a high profitable income. we opted to do a sponsored walk as charity events of this calibre has been done for years, quite successfully in the charity sector. From Cancer Research's Walk for life to the The Macmillan Trust. It was also found in focus groups that students like ourselves would prefer to actively take part in a charity event then to donate money, whether it be on a monthly basis or just in money boxes. therefore we saw a good business venture of the students partake and their over 30's parents and family will donate! Genius!

As a vice to kick start the marketing of the event we had to find out when most students would be available to take the time and understand the event. FACEBOOK! E-markeing was an excellent way to appeal to our desired audience as most students use the internet at least once a day. whether its because of checking an email from a lectures or checking on the social site status. Facebook allows you to set up an event page to which you can include all details of the day along with images and most importantly a RSVP system. this system would be both our hindrance and main source of promotion. although we had at least 30 people who said they were willing to come only 8 of us ended up doing the walk.

this was unjustly on our behalf as although we sent reminders but it wasn't the physical act of contacting someone face to face or on the phone. like that of the y generation we were very technology driven and felt that by maybe "taking it to the old skool" we could have gained more people. A Charities Aid Foundation survey showed that charities could be missing out on donations and volunteering time from young people because they are not communicating effectively with them. (2009: The year in Charity Communications) with the use of social networking this will in fact enable the group to reach this audience as according to Mintel reports (Social Networking Across The Age Gap – February 2009) men and women broadly use these sites especially with Facebook as it has a broader base across the age divide than of its rivals, it is slightly different in that advertisers can target campaigns based on the region and specific details on a Facebook user’s profile.

As a vice to kick start the marketing of the event we had to find out when most students would be available to take the time and understand the event. FACEBOOK! E-markeing was an excellent way to appeal to our desired audience as most students use the internet at least once a day. whether its because of checking an email from a lectures or checking on the social site status. Facebook allows you to set up an event page to which you can include all details of the day along with images and most importantly a RSVP system. this system would be both our hindrance and main source of promotion. although we had at least 30 people who said they were willing to come only 8 of us ended up doing the walk.

However we managed to raise just over £200!!!!!!!!! which made us extremely proud :) x the event was truly a learning curve and gave us insight into the true use of marketing communications and how important it is to understand the customer.

Once the event had been held, an exhibition stand had to be displayed within the university showing as much information of the charity and the outcome of the event. The location of each stand was drawn at random, therefore if put in a quieter location there would need to be something different about the stand that would draw people in. Sadly due to the location selected to the group, the area was in the quieter part of the university where less visitors and students pass through. Meaning that the group weren’t able to gain as many donations and attention as anticipated, however the outcome from the stand overall was a success, taking into consideration the location of the stand. the combination of the event and the exhibition was a perfect end to the whole task and would gladly do it again!!!!! Thanks to Gemma, Jenny and Lisa for making it that little bit more enjoyable and to help for heroes for their kind co-operation :):) and of course the donations and participants, smiles all round.

x...Groups...x

There is no smoke without fire when it comes to addressing stereotypes. However to place a group of individuals in a group that is somewhat degrading may be wrong but in some instances is embraced. This can also be approached from a marketers prospective by addressing these groups and a whole a promoting products to them which one day may be considered to be fad. If a launch or promotion can categorise these groups significant to the product it could turn out to be a rather good venture. When dealing with group behaviour they can be sought out through Groups and Reference Groups.

Solomon describes a reference group to be “an actual or imaginary individual or group, the term reference conceived of having significance relevance upon an individual’s evaluations, aspirations or behaviour”

It portrays how ones surrounding can depict their personalities and sometimes gel to a group of others like them, whether that be determined on the way in which they act or if their dress sense is categorised in an established group. It’s human nature to want to feel as though you belong so through individuals containing themselves in certain groups they not only stand stronger in their beliefs but no there is reference out there that there are others like them. These groups can be defined through education, work and even friendships. Whether in a negative or positive way group dynamics have the strength to thoroughly affect a person’s behaviour.

http://www.youtube.com/watch?v=paaWhiRHUXg&feature=PlayList&p=A6ED1FE02B46F5EB&playnext_from=PL&playnext=1&index=51

“We are all social animals” (Solomon 2006) through the observations amongst the group you are in you depict the way in which you should talk act and dress which can be argued takes away from personality. When considering purchases and recreational activities people sometimes look to their group for inspiration. Stanley Cohen’s Moral panics suggest that media can take a somewhat minor issue that has been made public knowledge and create an unjustly stigma around it, causing the public to be anxious and disconcerted due to the in-depth study of the theory in previous years it was clear how the devaluation of the Burberry brand and the creation if this moral panic effect social standing for both “Chavs” and those who enjoyed the brand.. "Chavs are often mentioned with regard to asbos and anti-social behaviour” http://news.bbc.co.uk/1/hi/education/4091478.stm. As “chavs” started to emerge the media portrayed them as being uneducated thieves resulting in many pubs banning them from their establishments as a way to cut down on crime. This also added to the brand devaluation of Burberry as, “The individual feels as though the purchase of a particular brand will show others how he or she wants to be”,( Solomon 2006). As a key component to being a “chav” was wearing as much fake Burberry as possible.

This use of a moral panic can also be used conversely. When the moral panic of, granny bag snatching “hoodies” came about, brands such as Nike and Adidas benefited from the media attention focusing on hoodies. The ban of “hoodies” in Bayswater shopping centre created a buzz of misunderstanding amongst young people however not in a derogatory fashion, but a more a sense of we shal prove you wrong. Sales of “hoodies” went up IMMENSLY. This could be argued was an unofficial viral campaign which took fear to profitJ. The radio clip is a great discussion of this and puts the irony of a moral panic and marketing awareness into play. http://www.bbc.co.uk/radio4/factual/thinkingallowed/thinkingallowed_20080227.shtml

In the 1940-50s Abraham Maslow created a theory of hierarchy. To which people unconsciously followed as a vice of belonging. It is a great reference when trying to understand personal motivation and development.

The hierarchy suggests that in life we have to follow these stages step by step in order to live in fulfilment. When the lower order of needs dealing in physical and emotional well-being are satisfactory we then concern ourselves with the higher order of needs that can influence us and effect personal development.On the other hand, if what was satisfactory to our lower needs are no longer there then, we are no longer concerned about our higher needs but rather concentrated on fixing lower ones.

http://www.youtube.com/watch?v=NZaklzYxZhA - Notice the girl in red!!

The Third Wave was an experiment to which the recreation of Nazi Germany and the Holocaust played a big part in an American history class. It was conducted by history teacher Ron Jones. It took place at Cubberley High School in Palo Alto, California, in 1969. Jones, unable to explain to his students why non Nazi German citizens sat back and watched all the pain and suffering of the people around them he instead decided to show them the best way he could, actively showing them. Jones said that at first he concentrated on simple things such as discipline, Jones named the movement "The Third Wave," (third wave always hits the strongest) concluding children from all over the school got involved and wanted to understand more. It was also clear that they would rather e part of a group rather than the odd one out. It was later turned into a one of TV special, fictional novel and later a feature film.

http://www.youtube.com/watch?v=iM7zC6aS4pQ - an in depths exploration from the man himself

http://www.youtube.com/watch?v=5N1kmqvJ-_s&feature=related - straight to the point interview.

This can make it increasingly easier for marketers to appeal to people as when 2 or more in a group are in support of something the others will normally fall into line. although in a passive manner it only plays on human nature of belonging and therefore people find themselves desiring things they had at once never considered. As illustrated in the adverts above (it was easier in the coinciding blog) through aimed at a group of people or showing group dynamics it encourages you to discuss it with a friend or start a trend.

My University is lucky enough to have many people come and talk to us from all walks of buisness as part of our organised enterprise festival. Its an oppertunity for us as students to ask questions that can be answered on a first hand basis. straight from the cats mouth we are allowed an insight into the regular day of a business person which applies to our desired role. wether it be an account executive in PR or a creative consultant in the marketing sector.

Shivonne who worked for Primal PR has been shortlisted for...one of the most prestigious awards in her field. she emphasised the importance of gaining reputable work experiance in both larger and smaller buisness. again wether it be in Public relatgions or marketing. Part of the BWP group, Primal PR is a integrated public relations and marketing company based in Maidenhead and are planning to expand to a London office. Established in 1995 the company offers business to business publication, marketing experience and a team of top professionals who specialise in digital design.

Primal is an ideal public relations marketing communicator as it offers everything the customer wants in relation to promoting a product. It is part of a synergetic group which allows all areas of promotion and launching a product to come together. Some of their clients include Westfield shopping centre, IKEA and Clarks village. Starting off in a company such as Primal you would be given the position of account executive. It is typical in pr and marketing companies to read the newspapers for an insight as to what’s going on and whether your clients are affected. Yu would then be expected to partake in media lists and press releases. It would also essential for the account exec to copyright material for clients and attend media liaisons. There is also admin work included from keeping up to date on emails to make sure your clients are receiving their full service and maintaining your timesheets to ensure the company isn’t working for free.

Attending the enterprise festival at university gave an insight about the ever changing industry that is business. The guest speakers illustrated their feelings that “the product doesn’t matter” (Rick Haslam, - Group Creative Architect, RAPP, 2009) it is the brand and outer packaging that really appeals to the customer. It was interesting to see a group of professionals contradict what their main aim is suppose to be – selling the product. They weaved deeper to explain that a product does actually come as a package the consumer is paying for everything that product contains from the personal satisfaction and overall enjoyment of the product.

This enhances the role of 21^st century marketing communicators what was once an unarguable decision to promote and sell a product has become a differing process to win trust and acceptance from the public. Consumers are very demanding for brands as it adds an aspirational factor to their lives. The panellists suggested that Barak Obama - president of the United States – himself is a brand. He has builds and promised to deliver changes like that of a product launch he must now stay true to his words at the risk of his consumer losing faith in his brand.

“We won’t mention the “A” word” (Sue Unerman - Chief Strategy Officer Mediacom, 2009) disconcerting words from an advertising company but justifiable in the least. People do not care about advertising they just want to know that they are receiving what they purchased of satisfactory standards. Making people care or take time to notice advertising is where the skill lies. The word advertising has developed a stigma of force, consumers being forced to endure details about products they neither want nor care about. Times have changed from when consumers were made to watch adverts, it was a social acceptance but with the introduction of services like sky + and 4 on demand have gave customers a choice.

mmmmm McVities...Can u tell the difference?

As a vice to determine how strong perception can be in our everyday lives I conducted a taste test with a few friends to determine whether or not branding and cost can dictate the taste of a product. I decided to use biscuit's because although they vary in taste they also vary in variety so I though through making the varieties and brands different I would be able to conduct a fairer test. I also had problems with finding biscuits that didn't have the brand printed on them. First I had to decide on a supermarket. My main competitors were Asda, Tesco and Sainsbury. I opted for Tesco as it is my local and I actually quite enjoy their brand of biscuits, but will my friends? I then had to find a leading brand to compete with my Tesco value digestive biscuits. At first I wanted to use Hobnobs but they didn’t comply because of the texture so I decided on the classical McVitie. Many people have a clear perception of what good food is. They believe the proof is in the price, you pay for the good quality food you receive. M&S pride themselves on having good quality food however they are also known as one of the more expensive places to purchase food. Whereas Sainsbury’s has higher priced food but also offers cheaper options for those who believe a product is a product so why pay more whether it be chocolate or bread. For example Hovis a leading brand, has an rrp (recommended retail price~) of £1.16(http://www.talkingretail.com/products/product-news/9706-hovis-reintroduces-little-brown-loaf.html) where as Sainsbury own costs only 79p. However can you really tell the difference in taste by price? Or is it our perceptions and associations which certain brands - whether high or low brow - that mould our taste buds. Is it just a case of mind over matter? I mean bread is bread right? Or is it our own preferences that really determine the final say.

I began by placing my two brands on plain white plates, I done this because I didn't want the plates to effect the perception of the biscuits through using patterned or coloured plates I may have made one plate look more appealing than the other. As the first biscuit was eaten instinctively my friend looked at and said "mmm McVities" I found this very amusing as before she had tasted the second one she had already determined the leading brand because of her perception on what a good quality McVities biscuits tasted like.

However I gave nothing away and she proceed to the next. Not so keen on the second taster she looked to me for reassurance that I wasn’t the cheapest biscuit I found. This experiment showed that the perception and previous knowledge of a product will enable you to trust that brand and conclusively buy them. However this can vary. I found that my friend had been used to one type of biscuit more than the other, concluding that her perception of cheaper biscuits were low, resulting in her choosing McVities as her favourite biscuits of the two.

I found a useful video about the perception of smell taste and vision...check it out...http://www.youtube.com/watch?v=FiVUZc5Optc