How Does Marketing and Advertising Work?
In basic terms Marketing works in three ways:
1) Familiarity - You may see hundreds of different products everyday, on TV in magazines, on social media, on other people, on the sides of buses, on posters or flyers - when you see something (even if you don't consciously look at it) if you see that product again you feel familiar with it and are more likely to buy that product and not another.
2) Influence - If you see a product in something you like e.g. a film, or if you see a celebrity you like wearing a product you are also more likely to buy it, because if it looks good on them...you hope it would look good on you...
3) Targeting - whether you realise it or not everyday you are targeted by marketing companies, you will fit into some company's target market, whether you play games on your console, you're keeping up to date on social media or watching TV at 7pm (because you've finished your Product Design homework) there will be adverts aimed at you.
1) Familiarity - You may see hundreds of different products everyday, on TV in magazines, on social media, on other people, on the sides of buses, on posters or flyers - when you see something (even if you don't consciously look at it) if you see that product again you feel familiar with it and are more likely to buy that product and not another.
2) Influence - If you see a product in something you like e.g. a film, or if you see a celebrity you like wearing a product you are also more likely to buy it, because if it looks good on them...you hope it would look good on you...
3) Targeting - whether you realise it or not everyday you are targeted by marketing companies, you will fit into some company's target market, whether you play games on your console, you're keeping up to date on social media or watching TV at 7pm (because you've finished your Product Design homework) there will be adverts aimed at you.
Product Placement
Product placement is when a company pays a media source (for a example a film) to show their product. You might see it on the film, like it and then buy it, or you might like the film or character and as a result want to buy that product.
To give an example, in the film Skyfall the most obvious product placement is the Volkswagen Beetle, not only are there clear shots of the cars falling from the train but this is reinforced by the character announcing "VW Beetles". Watch the rest of clip and look out for product placements such as the other cars involved, even the brand of watches the people are wearing. |
Social Media
Think about all those pop up and adverts on social media sites e.g. Facebook. Or when a friend "likes" something.
Your computer is monitored for things you have searches for, the social media websites may be partners with some of the sites. For example, you look at a pair of jeans on Top Shops website. Top Shop is partnered with Facebook, so an image of those jeans weirdly appears on your news feed or in the adverts on the side. Similarly people advertise in this way so without knowing as you update yourself on what your friends are doing you're also scrolling through different products, this make them feel familiar when you see them in a shop and makes you more likely to buy them. |
Adverts
This could be posters, billboards, TV adverts or adverts you see at the Cinema.
Depending on the time or place they will be aimed at specific Target Markets. For example a toy shop may advertise from between 3pm - 5pm because most young children will be watching at that time. This targeting can also be used in very clever ways, watch this video to see how an advert to help abuse victims has been made so only children can see it. |
Packaging
Celebrity Endorsement
Does Brad Pitt sniff out women to love based on them wearing Chanel No5? Probably not.
Celebrities are paid a fair sum of money wear or to appear in the advertisements of different product. This works because you might like (or maybe a little bit want to be!) that celebrity so you feel like buying that product is the right choice - maybe you trust their judgement. |
Point of Sale Displays
These can be fairly big and in the centre of shops - they grab your attention as you walk pass and may encourage you to take one.
Sometimes they can be fairly small ad will be placed at till points, they are usual small value products that as you're queuing you might consider buying, e.g. chocolate bars, mints, headache tablets, magazines. |
Flyers and Posters
These may be on display at till pints, posted through the door along with mail shoots (small examples size products, e.g. a teabag or small perfume capsule).
Again you may see the product in the shop and because you are familiar you may buy it or you might be out with a friend and they may ask you opinion about certain products, you then might find yourself saying "oh yeah, I was sent one of these to try" or "yeah, I had a flyer with this on the other day". |