I recently watched a PBS Film called "The Persuaders". This film highlights the marketing industry, and how it constantly changes to keep its audiences engaged. Because they are making room in their minds for new information, consumers become numb to advertising messages after awhile. Marketers constantly are updating their messages and thinking of new and creative ways to recapture their target audience's attention. They are finding new ways and places to advertise that will grab our attention in new and unique ways.
Think about Times Square. On average, 300,000 pedestrians walk through Times Square and around 115,000 people drive through it. 100 million people visit here each year. According the the official website for Times Square, "Times Square signage advertising can expect nearly 1.5 million impressions each day". It costs anywhere from $1.1 million to $4 million a year to rent one of these massive ad spaces. Walking around Times Square is over stimulating, however it is one of the most desirable places for companies to advertise their brand. In today's society, the average person see around 5,000 ads per day. So how do advertisers make it so their company stands out from the rest? It is no longer effective to simply say that your product is service is better, faster, stronger, cheaper, etc. CEO of Saatdhi and Saatchi Advertsing Kevin Roberts says that "what consumers want now is an emotional connection - they want to be able to connect with what's behind the brand, what's behind the promise. The brands that can move to that emotional level, that can create loyalty beyond reason, are going to be the brands where premium lie". Marketers now use emotions to capture consumers' attention.
In the film author Naomi Klein says "When you listen to brand managers talk, you can quite quite carried away in this idea that they actually are fulfilling these needs that we have for community and narrative and transcendence. But in the end it is...a laptop and a pair ofrunning shoes. And they might be great, but they're not actually going to fulfill those needs". Advertisers have even started going as far as advertising their product in a way that it defines you. A good example of this is Nike. Nike has branded themselves as the top athletic performance gear company. Some people even go as far as believing they cannot reach their peak performance if they are not wearing Nike shoes. At the end of the day, that same person might not even be able to tell the difference between a pair of Nike shoes and a pair of Under Armour shoes if they didn't have the name on them. This is because Nike has established such a strong brand that people want to wear it and be associated with it.
Think about Times Square. On average, 300,000 pedestrians walk through Times Square and around 115,000 people drive through it. 100 million people visit here each year. According the the official website for Times Square, "Times Square signage advertising can expect nearly 1.5 million impressions each day". It costs anywhere from $1.1 million to $4 million a year to rent one of these massive ad spaces. Walking around Times Square is over stimulating, however it is one of the most desirable places for companies to advertise their brand. In today's society, the average person see around 5,000 ads per day. So how do advertisers make it so their company stands out from the rest? It is no longer effective to simply say that your product is service is better, faster, stronger, cheaper, etc. CEO of Saatdhi and Saatchi Advertsing Kevin Roberts says that "what consumers want now is an emotional connection - they want to be able to connect with what's behind the brand, what's behind the promise. The brands that can move to that emotional level, that can create loyalty beyond reason, are going to be the brands where premium lie". Marketers now use emotions to capture consumers' attention.
In the film author Naomi Klein says "When you listen to brand managers talk, you can quite quite carried away in this idea that they actually are fulfilling these needs that we have for community and narrative and transcendence. But in the end it is...a laptop and a pair ofrunning shoes. And they might be great, but they're not actually going to fulfill those needs". Advertisers have even started going as far as advertising their product in a way that it defines you. A good example of this is Nike. Nike has branded themselves as the top athletic performance gear company. Some people even go as far as believing they cannot reach their peak performance if they are not wearing Nike shoes. At the end of the day, that same person might not even be able to tell the difference between a pair of Nike shoes and a pair of Under Armour shoes if they didn't have the name on them. This is because Nike has established such a strong brand that people want to wear it and be associated with it.
You made some great points Haley. I am a huge fan of Nike products, and psychologically, I really feel as though I perform best when wearing Nike apparel, even if there is no major different between them and Under Armour.
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