For Part 1 of this project and Part 2, we have had lectures each week which have been very informative and with some good examples to focus on.
Here is a list of the lectures so far and some key parts that I personally find most interesting.
Branding
Marketing Planning
Market Segmentation and Consumer Targeting
Guerilla Advertising
Guerilla advertising is used to shock and capture peoples attention, targeting unsuspecting consumers in peculiar ways.
Examples I find of interest:
1.
Here poor, starving children are pictured sitting in the bottom of shopping trolleys. Any food placed in the shopping trolley seems to be given to the needy child. 'Feed SA', a South African charity dedicated to feeding disadvantaged people, came up with this advertising idea and saw a noticable increase in donations.
2.
Another I found of interest was the synchronized dancing that was organised at London Liverpool Street station for T-mobile where commuters travelling through the busy train station got a surprise as hundreds of people broke into a synchronized dance routine.
This was an organized guerrilla dance act organized by T-Mobile for an advert on channel 4 in the UK. This is known as a 'Flash Mob', where people organise a set time to get together to perform some kind of act. An example of others are the ‘No pants subway ride’ or the ‘public freeze’ sessions where hundreds of people freeze for a minute before walking off again.
3.
Spreading the word, the world according to Diesel.
Diesel present the fundementals of a lifestyle brand, with innovative and imaginative ideas to convey their message.
The 2001 advertising campaign, 'Save yourself' consisted of different projected slogans onto the sides of buildings. Other eyecatching adverts were also created for print.
Emerging Markets and New Product Development
An example of this is Ben Sherman as the brand has really changed over the years for the better. It initially started of as a shirt brand for men and had an unknown future. The advertisements presented below show a lack of innovation. As you can see the target market seems very limited, to a specific subculture of the time.
But now it has grown and become a more appealing brand internationally, with a greater marketing focus. It also provides for men and women, with a full lifestyle offer.
http://www.bensherman.com/
Envision Retails presentation on Consumer Shopping Behaviour
This presented the 4 ages of shopping, how each group has a different ideas about shopping, for pleasure or with a need to purchase etc.
Consumer Profiling and Buying Behaviour
Fashion Advertising
