Wednesday, March 16, 2011

Advertiser vs. consumer

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


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