By Mrinal Khullar
This is a great clip that captures the issue we IMCers are battling regarding our approach to marketing communications. I think it accurately and hilariously depicts how out of touch with consumers mainstream advertising can be. It also points to the importance of having a dialogue with consumers versus a one-way relationship. Other than the humor, I think this clip truly emphasizes the importance of what we’re studying here at Medill. Understanding consumers as more than demographics or psychographic descriptions is critical to our process. Certainly, database information on purchase behavior is imperative to our understanding. But so is getting to know consumers as people first, consumers second.
Mrinal Khullar is a student in the Masters in Integrated Marketing Communications program at Northwestern University’s Medill School. She can be reached at mrinalkhullar2011@u.northwestern.edu.
Wednesday, March 16, 2011
Friday, March 11, 2011
Marcom this week: From A to zinc – 3/11/11 edition
Coming together in crisis
Millions of people watched in disbelief this morning as footage of the devastation from the Japanese earthquake and tsunami aired. In the aftermath, the Internet served as an invaluable resource to provide victims and concerned parties with warnings and real-time updates. Google quickly responded by launching a Crisis Response page. The page serves as a one-stop resource for live updates on the situation, emergency phone numbers, advisories, and blackouts. Google is also connecting victims with their families using its People Finder tool. Millions of first-hand accounts of the destruction have been posted on Twitter (#japan, #tsunami, #prayforjapan), YouTube and Flickr, making the Japanese earthquake and tsunami one of the most documented natural disasters in history. You can also watch live updates of the destruction in Japan and updates as the Pacific-coast cities experience the tsunami. Our thoughts and prayers go out to the victims, their families, and anyone else affected by the Japanese earthquake and tsunami.
Charlie Sheen, media mogul?
The week’s new roundup would be amiss if we didn’t touch on Charlie Sheen’s media blitz. We all watched in awe as Sheen unraveled before our eyes (there has been no escape!). Although his mental state is far from 100%, Sheen is capitalizing on his own misfortune. This week he took the Internet, radio and television by storm. Sheen broke records when he opened a Twitter account, @charliesheen, which gained over one million followers in a day. SiriusXM Radio launched a dedicated channel, “Tiger Blood Radio,” to provide listeners with 24 hours of coverage surrounding the actor. Sheen even has his own UStream channel and each netcast totals over one million views. Now there are talks of a reality TV show, apparel sponsors, social media interns and a stand-up tour. In just two weeks Sheen transformed from a sitcom star to a media mogul, something that would take years (or even a lifetime) for other to accomplish. What’s next?
Starbucks New Look: 40 and fabulous If you walked into your neighborhood Starbucks this week you probably noticed something a little different. Coinciding with its 40th anniversary, Starbucks rolled out the much-anticipated new logo—cups, sleeves and merchandise now all carry the new Siren. The campaign, seen in-store, online and on television, is aggressively focused on getting customers into the store. This week customers get a free petite treat with any coffee purchase. If you are into mobile, customers who check in at Starbucks on Foursquare between now and Saturday will randomly be awarded a $40 gift card. These promotions are enticing even to Starbucks haters!
Next week tune in for news from SXSW!
Marcom This Week: From A to Zinc is compiled by the Vitamin IMC editorial team. They can be reached at vitaminimc@gmail.com. Miss your vitamins last week? Visit the “Marcom this Week” archive.
Tuesday, March 8, 2011
It's time to move beyond stereotypes
By Diana Lopez Negrete
Kraft Foods recently debuted a series of television ads for its Athenos Hummus line that are not only sexist but also blatantly racist. However, according to a Chicago Tribune online poll, people are not offended by the ads. In fact, the Chicago Sun Times gave the ads a B+, saying that they are “creative” and “provocative.” To which I wonder, did someone receive a big box of Athenos Hummus to try?
I find this type of marketing to be not only irresponsible, but also dated. Relying on cultural stereotypes and sexism as sources of humor is offensive and, frankly, boring. Ads in this vein are not “provocative” or “creative,” but rather, unoriginal in developing ideas and provoking a media response. Not only that, they lack an ability to connect with the audience on a deeper level.
Call me crazy, but the "Yiayia on Fashion" ad really does not have me running to the store to purchase Athenos Hummus. In fact, it's trite and sexist. I certainly do not want my hummus purchase to remind me that my grandmother thinks I look like a "prostitute." Typically, when I host a party for my friends, money is not exchanged for sexual favors. Rather, we laugh and tell jokes over wine, cheese, and maybe some hummus. However, I might re-think that purchase at this point.
As for the "Yiayia on Parenting" ad (above), why is being called “wife” emasculating? Is it because a man’s place is in the office and a woman’s is in the home? What is this, 1955? Should I wear an apron to class as well? As more and more women choose having a career over staying home, someone has to raise the children, be it their father, a family member, or a nanny. If a man chooses to stay at home with his children, more power to him.
In 2011, it's sad to see that cultural and gender stereotypes continue to be perpetuated in ad campaigns. We live in an incredibly diverse world with so much rich material to draw from. Racism and sexism have been done. If I could insert an eye roll here, I would.
What Kraft should have done is eschew these stereotype-laden ads for something more creative. To those people who think they are “provocative” I must ask: why do you consider racism and sexism provocative? A little more creativity on Kraft's part would have gone a long way.
Diana Lopez Negrete is a student in the Masters in Integrated Marketing Communications program at Northwestern University’s Medill School. She can be reached at dianalopez2011@u.northwestern.edu.
Kraft Foods recently debuted a series of television ads for its Athenos Hummus line that are not only sexist but also blatantly racist. However, according to a Chicago Tribune online poll, people are not offended by the ads. In fact, the Chicago Sun Times gave the ads a B+, saying that they are “creative” and “provocative.” To which I wonder, did someone receive a big box of Athenos Hummus to try?
I find this type of marketing to be not only irresponsible, but also dated. Relying on cultural stereotypes and sexism as sources of humor is offensive and, frankly, boring. Ads in this vein are not “provocative” or “creative,” but rather, unoriginal in developing ideas and provoking a media response. Not only that, they lack an ability to connect with the audience on a deeper level.
Call me crazy, but the "Yiayia on Fashion" ad really does not have me running to the store to purchase Athenos Hummus. In fact, it's trite and sexist. I certainly do not want my hummus purchase to remind me that my grandmother thinks I look like a "prostitute." Typically, when I host a party for my friends, money is not exchanged for sexual favors. Rather, we laugh and tell jokes over wine, cheese, and maybe some hummus. However, I might re-think that purchase at this point.
As for the "Yiayia on Parenting" ad (above), why is being called “wife” emasculating? Is it because a man’s place is in the office and a woman’s is in the home? What is this, 1955? Should I wear an apron to class as well? As more and more women choose having a career over staying home, someone has to raise the children, be it their father, a family member, or a nanny. If a man chooses to stay at home with his children, more power to him.
In 2011, it's sad to see that cultural and gender stereotypes continue to be perpetuated in ad campaigns. We live in an incredibly diverse world with so much rich material to draw from. Racism and sexism have been done. If I could insert an eye roll here, I would.
What Kraft should have done is eschew these stereotype-laden ads for something more creative. To those people who think they are “provocative” I must ask: why do you consider racism and sexism provocative? A little more creativity on Kraft's part would have gone a long way.
Diana Lopez Negrete is a student in the Masters in Integrated Marketing Communications program at Northwestern University’s Medill School. She can be reached at dianalopez2011@u.northwestern.edu.
Thursday, March 3, 2011
Marcom this week: From A to zinc – 3/4/11 edition
Although Charlie Sheen’s rants made more than enough headlines this week, marketers managed to squeeze in a few of their own. From the announcement of Apple’s iPad 2 to the latest research on what consumers want from brands online, here is a look at what happened this week in the integrated marketing communications industry.
iPad 2 raises the bar for marketers
In case you missed it, Apple announced its next-generation iPad on Wednesday. The lighter, thinner, faster tablet arrives March 11 with a price tag of $499 for the 18GB Wi-Fi version. More important than its new software and front- and rear-facing cameras is the fact that the iPad 2 is driving the post-PC conversation forward at full speed. Just a day after Apple’s announcement, Gartner lowered its growth forecast for worldwide PC shipments in 2011. Looks like the iPad is well on its way to bridging the gap between laptops and tablets, which means it’s time for marketers – who haven’t done much to test the tablet waters – to take notice. Faster browsing means a host of new apps are probably already in development. However, if PC alternatives are the future, then how do marketers get on board in a meaningful way?
For brands, it’s all about being "liked"
Take note marketers: consumers want to hear from you when online – if you’re offering discounts. This is the latest finding of a new Ad Age/Ipsos Observer survey of digital-media habits. Facebook was a clear winner, with 41 percent of respondents preferring to receive communication from marketers via this platform. The runner up was Twitter, which received 18 percent of the vote. Coupons are the most sought-after item, with 65 percent of respondents hunting for online discounts. In fact, for most respondents, this was the reason why they “liked” a brand on Facebook. Not surprisingly, only 22 percent of respondents cared about customer news, a reminder that pushing self-promoting content won’t win a brand many friends.
Taco Bell: Where’s the beef?
This week, Taco Bell debuted a series of commercials in response to a lawsuit claiming its beef isn’t beefy enough. According to the ads, Taco Bell’s beef is comprised of 88 percent premium ground beef and 12 percent signature recipe. Viewers are encouraged to visit the fast-food chain’s website to view the entire ingredients list. Overall, the ads aren’t very interesting. We probably would’ve dismissed them with a shrug had it not been for the commercial’s inopportune airing on Sunday evening during a repeat of Fox’s new animated series, "Bob’s Burgers." Titled “Human Flesh,” the episode is about a misunderstanding surrounding the beef content of Bob’s Burgers signature hamburgers. (Sound familiar?) The first ad to air during the commercial break? Taco Bell, of course. Bad timing for the brand, and a big “oops” for Fox.
Marcom This Week: From A to Zinc is compiled by the Vitamin IMC editorial team. They can be reached at vitaminimc@gmail.com. Miss your vitamins last week? Visit the “Marcom this Week” archive.
iPad 2 raises the bar for marketers
In case you missed it, Apple announced its next-generation iPad on Wednesday. The lighter, thinner, faster tablet arrives March 11 with a price tag of $499 for the 18GB Wi-Fi version. More important than its new software and front- and rear-facing cameras is the fact that the iPad 2 is driving the post-PC conversation forward at full speed. Just a day after Apple’s announcement, Gartner lowered its growth forecast for worldwide PC shipments in 2011. Looks like the iPad is well on its way to bridging the gap between laptops and tablets, which means it’s time for marketers – who haven’t done much to test the tablet waters – to take notice. Faster browsing means a host of new apps are probably already in development. However, if PC alternatives are the future, then how do marketers get on board in a meaningful way?
For brands, it’s all about being "liked"
Take note marketers: consumers want to hear from you when online – if you’re offering discounts. This is the latest finding of a new Ad Age/Ipsos Observer survey of digital-media habits. Facebook was a clear winner, with 41 percent of respondents preferring to receive communication from marketers via this platform. The runner up was Twitter, which received 18 percent of the vote. Coupons are the most sought-after item, with 65 percent of respondents hunting for online discounts. In fact, for most respondents, this was the reason why they “liked” a brand on Facebook. Not surprisingly, only 22 percent of respondents cared about customer news, a reminder that pushing self-promoting content won’t win a brand many friends.
Taco Bell: Where’s the beef?
This week, Taco Bell debuted a series of commercials in response to a lawsuit claiming its beef isn’t beefy enough. According to the ads, Taco Bell’s beef is comprised of 88 percent premium ground beef and 12 percent signature recipe. Viewers are encouraged to visit the fast-food chain’s website to view the entire ingredients list. Overall, the ads aren’t very interesting. We probably would’ve dismissed them with a shrug had it not been for the commercial’s inopportune airing on Sunday evening during a repeat of Fox’s new animated series, "Bob’s Burgers." Titled “Human Flesh,” the episode is about a misunderstanding surrounding the beef content of Bob’s Burgers signature hamburgers. (Sound familiar?) The first ad to air during the commercial break? Taco Bell, of course. Bad timing for the brand, and a big “oops” for Fox.
Marcom This Week: From A to Zinc is compiled by the Vitamin IMC editorial team. They can be reached at vitaminimc@gmail.com. Miss your vitamins last week? Visit the “Marcom this Week” archive.
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