Michael R. Solomon

Posts Tagged ‘advertising’

Managing for Media Anarchy: The New Map of Digital Real Estate

In Consumer Behavior on June 1, 2017 at 1:48 pm

 

Published as a guest post on Jamie Turner’s blog, The 60 Second Marketer:

When people discovered that dropping Mentos candies into a bottle of Diet Coke creates a geyser that shoots 20 feet into the air, more than 800 videos flooded the Internet to document the volcanic possibilities.  

To read more, please visit:

http://60secondmarketer.com/blog/2017/06/01/managing-media-anarchy-new-map-digital-real-estate/

 

When Lo Cal is a No Go

In self-concept digital identity marketing advertising on May 11, 2017 at 9:33 am

Weighing scales

The way an offering is presented carries a lot of weight. To read more, please go to http://www.michaelrsolomon.com/blogs/

DO Make a Spectacle of Yourself

In Consumer Behavior, Uncategorized on May 4, 2017 at 9:29 am

TEXACO STAR THEATRE

One approach to break through the advertising clutter and ramp up consumers’ engagement with a brand is to create a spectacle, where the message is itself a form of entertainment.  In the early days of radio and television, ads literally were performances—show hosts integrated marketing messages into the episodes. Today live advertising is making a comeback as marketers try harder and harder to captivate jaded consumers:

  • Jimmy Kimmel did a skit on his night-show program about Quiznos Subs.
  • Axe body products sponsored a posh Hamptons (New York) nightclub for the whole season where it became The Axe Lounge with branding on the DJ booth and menu and Axe products in the restrooms.
  • A British show broadcast a group of skydivers who performed a dangerous jump to create a human formation in the air that spelled out the lettersHOND and A.
  • Honda built a musical road in Lancaster, PA; grooves in the cement create a series of pitches that play the William Tell Overture when a car drives over them.
  • A public health campaign to promote awareness of colorectal cancer erected a 20-foot long inflatable colon in the middle of Times Square.
  • In Hollywood 500 guests showed up for what they thought was the debut of a new TV series called Scarlet. The event was in reality part of a new campaign for LG Electronics’ new line of Scarlet TVs.

It pays to turn your audience into part of the show.  Do make a spectacle of yourself!

 

 

The (Svelte) Chicken or the Egg? Does “the Media” Make us Fatophobic?

In Consumer Behavior, self-concept digital identity marketing advertising on May 1, 2017 at 9:07 am

Depositphotos_62256353_l-2015

 

“The media” gets a heavy dose of  criticism when it gives us what we crave:  Images of slim, hot women or buffed men.

Are advertisers to blame for showing us what we expect to see?  Fattism is deeply ingrained in our culture: As early as nursery school age, children prefer drawings of peers in wheelchairs, on crutches, or with facial disfigurements to those of fat children. During one two month period, four young Brazilian women died in widely publicized cases of anorexia, which sparked an international debate about body image and eating disorders. The first to die was a 21-year-old model who stood 5 feet, 8 inches tall but weighed slightly more than 80 pounds when she collapsed at a fashion shoot in Japan.  In one survey, more than twice as many female respondents said they were concerned about their weight than about cancer, heart disease, or diabetes. Only 40 percent said they were satisfied with their physical appearance.

Can – or will – “the media” (whatever that is) change this predilection?  In Spain, the government imposed a controversial ban on extremely thin models as measured by their body mass index, or BMI (a formula that takes into account both height and weight). It requires a BMI greater than 17.4 for female models younger than 18 years old, or 18.5 for models older than 18 years old. For a 5-foot, 9-inch model older than 18, that translates to a weight requirement of 126 pounds. Unilever, in turn, banned the use of so-called “size 0” models in its ads for products ranging from Lux shower gel and Sunsilk shampoo to Slim-Fast diet drinks.

In one of the most blatant (and effective) government-sponsored propaganda efforts in recent history, bureaucrats during World War II blanketed our country with images of Rosie the Riveter, a heavily-muscled factory worker.   The campaign aimed to change women’s expectations about themselves and drive them from their homes into factories to take the place of their men who were otherwise occupied on the battlefield.  Rosie’s success is but one illustration that “the media” can in fact engineer the way we think about ourselves.  But, be careful what you wish for:  Whoever is in charge gets to decide what a “desirable” body should be.

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