Ads are meant to Reflect and Persuade.
When crafting an advertising campaign it is important to determine specifically the businesses or people whom you intend to market to. This is called your Target Market.
Key Terms
Read
How Disney Turned "Frozen into a Cash Cow"
Write responses to the following questions
Watch
Watch The LEGO Boys Club (below) and write responses to the following questions:
When crafting an advertising campaign it is important to determine specifically the businesses or people whom you intend to market to. This is called your Target Market.
Key Terms
- Asymmetric Information: When somebody knows more than somebody else.
- Brands: A brand provides a guarantee of reliability and quality. Consumer trust is the basis of all brand values. Brands have value when customers have choice.
- License: The ability to use some protected product.
- Market Segmentation: Strategy that involves dividing a broad target market into subsets of consumers who have common needs and priorities, and then designing and implementing strategies to target them.
- "Sex" refers to the biological and physiological characteristics that define men and women. World Health Organization
- "Gender" refers to the socially constructed roles, behaviors, activities, and attributes that a given society considers appropriate for men and women. World Health Organization
- To explain it another way: "Male" and "female" are sex categories, while "masculine" and "feminine" are gender categories.
- Socially Constructed: Social construction is something you might not be aware of. Race, class and gender don’t really mean anything. They only have a meaning because society gives them a meaning. Social construction is how society groups people and how it privileges certain groups over others.
Read
How Disney Turned "Frozen into a Cash Cow"
Write responses to the following questions
- How is Frozen a commercial success for Disney? What products has it allowed Disney to sell?
- Describe an example of why Disney products are impervious (unaffected by) to declines in quality.
- How does it fit into the model Disney has used before?
Watch
Watch The LEGO Boys Club (below) and write responses to the following questions:
- How has Lego segmented their market?
- What strategies & techniques do they use to market their products?
- Are there missed opportunities for sales because of the current marketing plan?
- How might Lego adopt their marketing plan to take advantage of new opportunities?