rosen/singh article

effect of sex/death embeds

an EMBED is a picture or something embedded in an ad that most people don't notice, but it percievable if it is pointed out. deliberatly hidden

theoretical support -
theory of low involvement info processing- see without looking at. affect behavior w/o you knowing it. (ie people prefer things they were exposed to more than those they arent. but in recog tests, cant remember seeing those things.)

sex/death - freudian - appeal to the id

Is there an effect (and is it negative or positive) of sex/death embeds
previous research is inconclusive. some made ads, some used matching ads, some compared which is better and some did behavioral/attitudinal surveys after viewing each


Issues in research
u should measure lots of stuff to make sure its significant. bc of nature of not conciously being aware of thing. this is neccssary.
words v pictures study one at a time or both? pictures can be neg or pos to diff people


RESEARCH OBJECTIVES +HYPOTHESIS
RO - do they have an effect? + or -
manner of presenting - words v pics
esp w/ sex /death

H1: the use of s/d embeds w/ affect some measure of effectiveness
H2:effect will vary on manner of presenting and type of product
H2A. sex will be better than death for cologne ads
H2B. death will be better than sex for liquor ads

results - not statistically significant except in liquor ads peoplle looked at the body one longest and death one shortest. which disproves h2B

MKTG ch 7

Consumer market - purchasers and household members who intend to consume or benefit from purchases products and do not buy products to make profits

business mkt - indi or groups that purchase a specific kind of product for resale, use in producing, or use in general daily operations

Target Market selection Process

1. Identify the appropriate targeting strat
   
2. determine which segmentation variables to use
   
3. Develop market segment profiles
   
4. evaluate relevant market segments
   
5. select specific target markets
   

homo market - everyone has similar needs

hetero mkt - diverse product needs

market segmentation - divide mkt into groups w/ similar needs

need these conditions for MS to work: 

1. hetero mkt - need to seperate
2. segments are identifiable and divisible 
3. total mkt should be divided into segments with numbers and stats for each to assume how much you will make from each segment 
4. at least one segment needs to have justifiable profit to justify segmentation
5. must be able to reach the segments w/ MMs

mkt segment - in group or o w one or more similar characteristics that cause simlar product needs

differentiated targeting strat- O targets 2 or more segments by developing multiple MMs 

segmentation variables - characteristics used to divide into segments ie/ ASL

1. Demographic - ASL
2. Physchographic - motives, personality, lifestyle - ie health
3. geographic - region, climate, terrain, country size , urban v rural, market density 
4. behavioristic - brand loyalty, price sensitiviy volume usage

Geodemographic segmentation - clusters zip codes and smaller units based on lifestyle and demographics

micromarketing an approach to MS in which O focus precise mktg efforts of very small geographic markets

benefit segmentati on- the division of a mkt according to benefits Cs want from product

MKT potential - p 155

Company sales potential 

breakdown approach 

buildup approach 

sales forecast

exec judgenment

C forecasting survey 

sales force forecasting survey 

expert forecasting survey 

Delphi tequnique

time series analysis

trend analysis

cycle analysis

seasonal analysis 

random factor analysis

regression analysis

market test 

 

MKTG ch 2

3rd largest automaker - FORD - the way forward - customer concentration - such as focusing the fusion for women car buyers
Strategic planning - process of establishing an organizational mission and formulating 

• goals
  
• corporate strat
  
• mktg objectives
  
• mktg strat
  
• and a mktg plan
  

MKTG strategy 

• identify target mkt
• develop MM

SWOT

• strength 
•  weaknesses
• opportunity
• threats
• 

• Mission statements
  
• Corporate strategy 
  
• business unit strat
  
• mktg star
  
• MM elements

SBU- strat business unity - a division, product line or profit center within a parent company 

This is the growth share matrix developed by the boston consulting group 

star - hi hi wii- uses a lot of cash, gains a lot

cash cow -lo cash needed, hi cash gained bounty paper towels

question marks-  hi cash needed lo cash gained - take a lot of cash and dont promise much - this is the problem child - carbon powered motorcycles

dogs - lo lo  not a lot of cash needed, dont get a lot of cash - old tvs?