"Buy the Way…" Insights on Integrated Marketing Communication

Podcasters Are The New Influencers

Marketers listen up, a new market has emerged. Are you already apart of it? Over 124 million people in the United States now listen to podcasts. This is up 40 percent since 2017.

While podcasters and influencers seem like they are a world apart, they actually have a lot in common. Much how it was in its infancy on Instagram and YouTube, influencers were more organic and the audiences relationship with them was much more unique. Now, Brands are leveraging influencers on these platforms in the millions and taking every chance they can to gain a view, like, follow and of course a purchase of their product. But, the audience is getting tired. It’s hard to stand out in a crowd of millions. To top it off, influencers on these channels are guilty of perpetuating the unauthentic and promoting overly artificial content.

Let’s talk facts:

• 55 percent of listeners have positive sentiments toward ads that the host is reading
• 70 percent of listeners strongly agree that the products and services they learn about on podcasts are generally relevant to their interests

Podcasters are also seen as authentic, much like how Instagram influencers used to be:

• 52 percent agree that the hosts of podcasts they regularly listen to are actual users of the products or services mentioned on their shows

They have money to spend:

• 34 percent of podcast listeners reported an annual income of between $75K and $100K
• 40 percent of podcast listeners make more than $100K

The authenticity of podcasts is in large part due to its intimate nature. The feeling of intimacy, or conversation, allows for brands to advertise in ways that are more authentic and well-received by their audiences.

Some key takeaways for marketers and brands alike, advertising is almost impossible to miss in podcasts. Listeners are less likely to skip than they are to scroll past on Instagram. The ads are read by the podcasters themselves. This is authentic. It’s coming from the podcasters mouth – literally. Due to the podcaster reading the advertisement, they can also add their own inflection, personality and jokes, piling on the authenticity for your brand and still staying true to their podcast.

Podcasting is not the end for these new influencers. These podcasters, or your brands new influencers, don’t usually settle or end their careers with podcasting. They move on to bigger, sometimes better things. This is where brands come in. Build relationships with podcasters that can transcend their initial dive into podcasting. Take the chance on podcasts or podcasters that you feel represent your brand well. Work together, take the leap, and perhaps your brand can travel through their career with them and still keep that authentic feel.

References:

Gilliand, N. (2018, November 22). Pursuing authenticity: Why podcasts are the next big influencer platform. eConsultancy. Retrieved from https://econsultancy.com/are-podcasts-the-next-big-platform-for-influencers/

Kritzman, S. (2019, May 31). Sonic branding can be used to connect marketers with their audiences. AdWeek. Retrieved from https://www.adweek.com/brand-marketing/better-brands-are-formed-with-audio-that-evokes-emotion-and-generates-memories/

Perse, K. (2019, May 21). Podcasters are the new influencers. Here’s how to leverage them in your strategies. AdWeek. Retrieved from https://www.adweek.com/brand-marketing/podcasters-are-the-new-influencers-heres-how-to-leverage-them-in-your-strategies/

Schwartz, H. (2018, September 28). Why brands should look at podcasters as the new super influencers. WhoSay. Retrieved from https://www.whosay.com/newsblog/2018/9/28/why-brands-should-look-at-podcasters-as-the-new-super-influencers

For a while, London did not have a bell due to construction efforts on Big Ben, the city’s iconic clocktower. However, Taco Bell worked with the city to give back the sound Londoners haven’t heard for a long time, which was a perfect opportunity for the brand to raise awareness of their new restaurants opening in London.

Ahead of their PR stunt, Taco Bell removed their bell logo on their social media, creating curiosity to their followers (see below). As the brand is known to be one of the leaders in creating controversy amongst social media especially Twitter, it was a strategic move to make to their followers.

Although Big Ben’s bell was not working, Taco Bell surprised Londoners “with a sound of their own: its signature bell digitized to recreate the Westminster chimes” (2018, QSR). The sound was designed to ensure people can hear the chimes. As soon as the chimes triggered on November 19, Taco Bell’s iconic bell logo returned. Londoners were also very surprised to hear the sound when this happened.

This PR marketing stunt created quite a stir amongst U.K’s media and the city itself before “Taco Bell’s first London restaurant opening” (2018, QSR), which was a successful strategy for the brand.

Taco Bell came up with a creative yet innovative experience to captivate the public’s attention. They have utilized social media to create curiosity amongst their followers and they remained consistent with their brand messaging. They stayed consistent with today’s trends and utilized social media effectively. The PR stunt made sense because they utilized an iconic bell to assist with the strategy and to deliver their message, which was to show Londoners they are now here in the U.K. As a person working in PR, I felt the method they used was creative as they increased their brand awareness to break into a city that did not have a Taco Bell restaurant.

References:

McCarthy, John (2018). Taco Bell pranks public to think idle Big Ben chimes once more. Retrieved from https://www.thedrum.com/news/2018/11/20/taco-bell-pranks-public-think-idle-big-ben-chimes-once-more

QSR Magazine (2018). Taco Bell Rings Big Ben’s Bell Ahead of London Debut. Retrieved from https://www.qsrmagazine.com/news/taco-bell-rings-big-bens-bell-ahead-london-debut

As a wife to an executive in the cannabis space, I am often exposed to the latest and greatest news sifting through the industry. Recently, my husband’s employer, KushCo. Holdings, Inc. announced it would partner with Sun Grown, a company in the cannabis sector that creates cannabis packaging made from recyclable and compostable materials. As someone who values corporate social responsibility initiatives in companies across all industries, I was particularly excited to hear the news about this partnership! KushCo. Holdings, Inc. is a B2B corporation, so while it does not market to consumers, I started pondering how these environmentally conscience decisions will be marketed to the industry and ultimately, consumers.

If the marijuana industry was a spaceship it would have already taken off from earth at full throttle and be light years past the moon. Ten states have legalized marijuana for recreational and medical use and another 33 have legalized it in some form (even my home state of Oklahoma – WHOA!). This momentum proves the industry is not slowing down anytime soon and by 2023 the projected value is estimated at $39.4 billion. Another arena within corporations that has gained major exposure is corporate social responsibility (CSR) or sometimes coined “corporate citizenship”. More and more employees and consumers demand CSR initiatives of the businesses whose services and products they use. With growing cause for concern of planet Earth due to the massive carbon footprint humans have implanted, corporations are listening and providing solutions.

In the instance of the cannabis space, although it is a huge market and is becoming more widely accepted there remain hurdles to overcome. In a recent conversation with Stephen Christoffersen, EVP of Corporate Development for KushCo. Holdings, Inc. he discussed the company’s outlook on its sustainability efforts and future marketing plans. “Customers are asking the company to be more sustainable, which stems from the original hippie generation and being one with planet. Large multi-state operators and Canada licensed producers want to lead the change and permeate into other industries. These businesses are looking for other alternatives to environmentally harmful products.” When asked what KushCo. Holdings, Inc. is doing to market their new biodegradable, compostable packaging Christoffersen stated that their PR firm has disseminated press releases (click here) and the marketing team is diligently worked to create marketing collateral for KushCo. vendors.

I think these CSR actions are a great way to continue reducing the stigma that several people have about the cannabis space. As B2C corporations begin selling their sustainable products on cannabis shop store shelves and through various delivery services like Yerba and Eaze (more companies like these found here) I think these cannabis suppliers can positively highlight their “green” marketing initiatives through traditional methods such as: print, billboard, digital and radio, as well as through social media platforms as they permit it. Futhermore, cannabis companies now have access to Cannabrand, the world’s first full-service marketing agency dedicated to the cannabis space. I believe there are even philanthropic partnerships between cannabis companies and certain nonprofits to generate a swing in individuals’ mentalities. It is high time that the stigma of cannabis cease and the industry be seen for many of its benefits.

Dubreuil, O. (2016, July 27). Sustainability for the cannabis industry: Part 1. Cannabis Industry Journal. Retrieved fromhttps://cannabisindustryjournal.com/column/sustainability-for-the-cannabis-industry-part-i/

Harris, J. (2018, September 24). How cannabis brands can utilize social media and other nontraditional channels. Adweek. Retrieved from https://www.adweek.com/brand-marketing/how-cannabis-brands-can-utilize-social-media-and-other-nontraditional-channels/

Johnson, L. (2018, March 15). 4 things to know about marketing cannabis brands. Adweek. Retrieved from https://www.adweek.com/digital/4-things-to-know-about-marketing-cannabis-brands/

Mannix, O. (2019, March 6). Marketing cannabis within the confines of ‘recreational’ and ‘medical’. Adweek. Retrieved from https://www.adweek.com/brand-marketing/marketing-cannabis-within-the-confines-of-recreational-and-medical/

An Example of an Advertising Clash That Should Make Everyone Want to Drink Something Else

Everyone knows that Super Bowl commercials cost a lot of money and showcase some of the most creative advertising ideas of the year. We watch with interest, talk about our favorite ads around the water cooler on the sluggish Monday morning after the big game, and then move on with our lives. I wish that was the case this year. As it turns out, one of the most prominent and enduring advertising legacies of the least eventful Super Bowl in history (this past February’s 13-3 snooze fest between the Patriots and Rams) is the most boring type of marketing outcome: hurt feelings and ongoing litigation between big time beer makers, Anheuser-Busch InBev and MillerCoors.

Here’s the long and short of it: Bud Light’s ad – check it out here if you haven’t seen it (spoiler alert: you have) – suggests that Coors Light and Miller Lite contain – GASP! – corn syrup. Since apparently corn is a product that Satan developed from the depths of Hell and should be avoided like the plague (which is an apt reference considering the Medieval time period of the ad), MillerCoors got very upset. It filed suit, Anhesuer-Busch InBev defended itself, a ruling came down just this past Friday in MillerCoors’ favor, and this overwhelmingly interesting debate rages on while the world sits on pins and needles for the outcome.

“As the dominant market leader, Anheuser Busch should be seeking to grow the beer category, not destroy it through deceptive advertising. Their campaign is bad for the public, bad for the beer industry and against the law.”

MillerCoors CEO Gavin Hattersley

I can’t imagine anyone not being interested in two of the largest brewers on the planet getting into a litigious battle over… corn syrup. Besides MillerCoors, some farmers are angry because it – apparently – makes them look bad. Other than those folks, I’m having trouble finding a group of people who think this ongoing litigation deserves much merit (besides some corporate lawyers and their increasingly fat wallets, of course). Does anyone who chooses to drink light beer really care how it was made? If you’re drinking it, you have made a cost-conscious choice that taste is unimportant. But, I’m not sure corn syrup is something that’s going to change many minds about what to drink. It contains empty calories, poor taste, and an even worse after-taste.

“Bud Light remains committed to leading the alcohol industry by providing more transparency for consumers including letting them know about the ingredients that are used to brew their beer.”

Bud Light Statement

This case (I refuse to call it a controversy) reminds me that oftentimes the inflated and out-of-touch egos in corporate boardrooms and marketing departments take precedence over consumer perception and interest. This situation would be different if there was something compelling at stake. Claims such as “Coors Light doesn’t pay its taxes!” or “Bud Light has never cleaned its factories!” (both of which are untrue as far as I know) would at least merit some attention and perhaps even a lawsuit. But corn in light beer?! I’ll stick to drinking my craft beer or taking a nap till this dispute is over, thank you very much.

-Nick

References:

FEDERAL JUDGE ORDERS CHANGES TO SOME OF BUD LIGHT’S CORN SYRUP ADS

MillerCoors escalates ‘Corn Syrup War’ with lawsuit against rival Anheuser-Busch

Farmers, Beer Drinkers Furious Over Bud Light Corn Syrup Super Bowl Ad

This week’s module on the ethical grey areas of marketing communications got me thinking about the workplace culture of the “Yes Men.” My fellow classmates shared several examples of marketing campaigns that tread in the ethical grey area of advertising and marketing, and some campaigns were flat out unethical. From the United Colors of Benetton’s “Unhate” campaign, to Bud Light’s “Up for Whatever” campaign, to Kendall Jenner’s Pepsi commercial, I couldn’t help but to question a common theme with these marketing ads. Given that these were ad campaigns for major brands, with big budgets, and multiple staff and agencies working on the project, how did these ads pass through the various checks and balances along the way? Was there not one single person working on these ads that questioned the ethics of the campaign?

Which brings me to issue of the yes men culture.

For some leaders, they might not even realize that they created an inner circle of yes men in the workplace. One factor that contributes to a culture of yes men is when decision makers surround themselves with ‘like-minded’ people. Effective leadership is compromised by surrounding oneself with yes men who fear expressing dissent. As a consequence, the organization will eventually fall short of its collective intelligence, collective creativity and collective ability to innovate (Allen, 2018).

Noreena Hertz (2013) writes in the Harvard Business Review that every CEO needs a “Challenger in Chief,” or someone who voices dissent. “When group members are actively encouraged to openly express divergent opinions they not only share more information, they consider it more systematically and in a more balanced and less biased way (Hertz, 2013). When people engage with different opinions, perspectives, and views from their own they become more capable debunking critical assumptions and identifying alternative ideas. Speaking up also helps stem illegal and unethical behavior, address mistreatment and injustice, and, more routinely, bring problems to the attention of those leaders who can authorize action.

But leaders must create an environment that welcomes healthy dissent with trusted advisors who challenges group thinking. The onus is on our leaders to create an environment that encourages a balanced perspective where employees at all levels are able to speak and be heard.

I read in a Forbes article by Tardanico (2012) that suggests that organizations benefit by having a range of perspectives. The following are key perspective for any business. A “Contrarian” perspective offers an opposing view that questions and provides worst-case and “what if” scenarios. An “Everyman” perspective helps leadership understand the lower levels of the organization. The “Optimist” brings positive energy and approaches any situation from best-case scenarios perspective. Having a “Voice of the Customer” represented, serves as an advocate for customers, clients, and consumers. The “Bleeding Heart” is an empathetic member of the leadership team that keeps the organization aware of the potential impact of decisions and actions made. Lastly the “Sage” is a thoughtful strategist and can play the role of coach. Having each of these roles on staff creates a well-rounded set of advisors that can help organizations make better decisions and see other options that would have otherwise been missed with a group think mentality.

At the end of the day, saying no to the yes men mentality not only creates a better working environment, but having a variety of perspectives can help steer the organization away from potential problems.

References

Allen, T. (2018, November 10). Are you creating ‘Yes Men’ and hindering your own leadership success? Forbes. Retrieved from https://www.forbes.com/sites/terinaallen/2018/11/10/are-you-creating-yes-men-and-hindering-your-own-leadership-success/#40c2a7864516

Hertz, N. (2013, September 11). Every leader needs a Challenger in Chief. Harvard Business Review. Retrieved from https://hbr.org/2013/09/whos-your-challenger-in-chief

Tardanico, S. (2012, February 28). Your inner circle: Beware of suck-ups and Yes-Men. Forbes. Retrieved from https://www.forbes.com/sites/work-in-progress/2012/02/28/your-inner-circle-beware-of-suck-ups-and-yes-men/#21d5805d30ba

Everyone knows the Lakers did not win the 2019 NBA Western Conference Finals.  However, they may have won the Word of Mouth (WOM) game. 

The Golden State Warriors defeated the Portland Trailblazers in a tenacious overtime contest on Monday evening May 20, 2019.  This well-earned victory gives them a shot at another NBA championship.  Earlier that day, sports journalist and commentators did not spend much time talking pre-game hype.  Instead, they spoke about Magic Johnson and the Los Angeles Lakers. 

Before going further, let’s go back to April 9, 2019.  On this day, Johnson called a press conference and announced his resignation as the Lakers President of Basketball Operations.  This abrupt move by the basketball legend surprised the sports world and the entire Laker organization.  In his media address, he said no one had any prior knowledge of the departure, not even owner, Jeanie Buss nor general manager, Rob Pelinka.  Johnson’s reasons for leaving were his lack of fun, someone backstabbing him, and not having full control in decision making.  He assured the public the Lakers had all the means necessary to someday acquire another superstar and eventually win a championship. 

Back to May 20^, 2019 and now Magic Johnson is a guest on ESPN’s morning show, “First Take.”  The interview was about his resignation.  He reiterated his purpose for departing the position and revealed Lakers GM, Rob Pelinka as the backstabber.  This betrayal was in the form of gossip about Johnson’s frequent absences from his office at Lakers’ headquarters.  He went on to say him and Pelinka have a nice relationship.  Other issues in leadership and communication were also mentioned.  However, he assured Laker fans of his lifelong loyalty and fidelity to the franchise and commitment to supporting it, Buss, and Pelinka.  He even said he would attend every home game.  Later he stated, “the Lakers are the premier team in the NBA, number one in social media and the Lakers are loved, not so much in the US but around the world more than any NBA team.”  According to him, the Lakers are worth more than any other NBA franchise, between 4-5 billion dollars.  As in his press conference, he said the team would acquire another superstar to accompany LeBron James and win another championship. 

A few hours later, the Lakers held a press conference to introduce their new head coach, Frank Vogel.  He was introduced by Rob Pelinka.  After Vogel spoke about his vision and strategy, the media asked questions.  One of them was directed toward Pelinka regarding what he thought about Magic calling him out as a backstabber.  He stated, “Magic and I have a very good relationship and I am surprised and saddened about the comments.”  He also said the two would meet and talk about this like men. 

Every sports media organization immediately wrote and talked about the Lakers.  Most comments were speculative in regard to the dysfunction of the team.  Former NBA player and sports commentator, Jaylen Rose said, “It’s no accident Magic Johnson was on “First Take” today, the same day of the Western Conference Finals, the day after an Eastern Conference Finals game, the same day the Lakers are introducing their new head coach, Frank Vogel.”  Rose alluded to Magic doing this to manipulate the media and make himself look good.  However, besides pointing out the backstabbing and a little disorganization, Johnson showed support for the franchise and spoke of its potential with the current leadership.  His appearance on the show was not about himself. It was more about brining attention to his beloved Lakers. Throughout the day media outlets continued to sensationalize and dramatize the Lakers front office.  By the end of the day, the Lakers were spoken about more than any other NBA team on all media platforms.  Think about the numerous search inquiries and shared news reports. 

According to the Los Angeles Times, the Lakers made the decision to hire their new coach on May 9, 2019.  Why did they wait 11 days to make it official?  Magic Johnson is an intelligent successful businessman.  His name is synonymous with the Lakers.  Perhaps, part of the plan was to win on the business side of basketball.  He appeared on “First Take” on the same day the Lakers announced their head coach.  This gained the franchise attention across all mediums of mass media.  Whether my take is true or false, the Lakers prevailed in the NBA online ecosystem, winning the WOM game on May 20, 2019. 

ESPN. (2019). First Take Interview with Magic Johnson [Video]. Retrieved from https://youtu.be/bT0HVhmWfT0

ESPN. (2019). ESPN Jalen & Jacoby – It’s not an accident Magic Johnson was on First Take today [Video]. Retrieved from https://youtu.be/YaNmebIBlHg

Turner, B., Ganguli, T., & Turner, B. (2019). Frank Vogel interviews with Lakers for head coaching position. Retrieved from https://www.latimes.com/sports/lakers/la-sp-frank-vogel-lakers-coaching-position-interview-20190509-story.html

If you’re a sports fan, you probably remember LeBron was vilified for an event that became known as “The Decision”, where he announced live on TV, he was leaving the Cleveland Cavaliers and taking his talents to South Beach. After a short stint and winning his first two NBA titles with the Miami Heat, in 2014 LeBron James decided to leave Miami and return to the Cavs with the hopes to bring the city and fans its first ever NBA championship. This was obviously a massive moment both in LeBron’s career and NBA history and from this point on he wanted to be able to have control over his story and how to tell it. 

LeBron has carefully been crafting his story and working to build a recognizable brand since he entered the league in 2003 at just 18 years of age. From the very start, his value as a role model has been unsurpassed. As one of the world’s most recognizable athletes, he has been a model citizen; a devoted husband, father, philanthropist and has never been involved in controversies or in trouble with the law. As the best player in the NBA and one of the greatest athletes the world has ever seen, LeBron James is a basketball savant. But it’s what he’s doing off the court that’s garnering people’s attention. 

After “The Decision” (which ultimately became LeBron’s worst PR nightmare), when LeBron decided to return back to Cleveland, the announcement he made was stark in contrast to the one he made in 2010. Instead of a live TV show, LeBron let the world know his choice by opting to write a personal essay in Sports Illustrated which ultimately sparked his idea to create a media company where he could tell his story “Uninterrupted”.

Today, Maverick Carter, LeBron James’ trusted business partner, and best friend manages James’ interests and is CEO of SpringHill Entertainment and its digital media platform Uninterrupted that he and James co-founded. Uninterrupted is a platform that provides LeBron and other professional athletes from all sports a creative, unfiltered outlet to share their stories and market their brand in a way they can’t anywhere else. With the use of digital media growing rapidly, moving away from traditional outlets, especially for younger consumers, this was something that the sports world had never seen before. An athlete taking complete control of their opportunity, owning their content and changing how they tell their story. 

LeBron James decided very early on that he was going to be “More Than An Athlete”. This was something Maverick Carter touched on at our Annenberg graduation ceremony just a few weeks ago. Being “More Than” means refusing to define yourself to what society dictates and implores you to take risks. LeBron James has never been one to shy away from any challenge or speak his mind. He’s a three-time NBA Champion, a four-time NBA MVP and a future Hall of Famer. Even with all those accomplishments, LeBron wants to be known for more than just one of the greatest to ever play the game. For him, he has always said his impact “is bigger than the game of basketball.” In recent years, LeBron has been one of the most outspoken high-profile superstars as he has continued to push forward political and social justice conversations that have spread throughout the country. Creating Uninterrupted gave LeBron a channel where he could create content, talk about whatever he wanted, all while trying to inspire the next generation to speak up and be heard. From his Uninterrupted platform and his other social media accounts, fans have the opportunity to follow him by getting a sense of his life and thoughts outside of the sport. The emergence of these media platforms has changed how athletes share their life but has also changed the athlete-fan relationship and their engagement. 

Through SpringHill Entertainment and Uninterrupted, James has also created an HBO show called The Shop: Uninterrupted. Here he invites notable entertainment and influential figures, fellow-professional athletes, rappers, and comics, etc. to sit in chairs at a barbershop, relax and have genuine conversations about the issues that range from race, family, sports, entertainment, aging, parenthood, politics, and the demands and challenges of being in the spotlight. Fans get to see a candid LeBron as they get an unfiltered glimpse into his thoughts and life experiences. His media platform and his show have helped create and reinforce his brand, as everything he shares or discusses on his social platforms lends a credible and authentic feel to what he does and believes in. He is a trusted influencer, one who uses his own business’s ventures and his fan base to take control of his narrative and write his story as it unfolds.

Following LeBron’s lead, we have seen other NBA athletes like Stephen Curry and Kevin Durant start their own media companies. Curry has partnered with Facebook Watch to release his show called “Stephen vs. The Game” which highlights his everyday life, storied NBA career, while also promoting his Christian faith and family that shaped both his upbringing and success. Coincidence? I doubt it. The future will see more and more athletes creating their own media platforms. Athletes have begun to understand the ability to control, distribute and own their content is incredibly important to them. The development of these platforms illustrates the interest sports fans have in consuming this type of content, and the willingness of athletes to participate to tell their story. Athletes of all sports have embraced the opportunity to shape their own narrative and they want to do it their way, Uninterrupted.

If you use Facebook or Instagram regularly, you’ve probably had the common experience of being served up an ad that is promoting something you just looked up last week. Or relates to something you just bought yesterday. Or, even weirder, something you just had a conversation about with a friend that morning.

In some instances, it’s not weird at all. At this point, retargeting is common enough knowledge to the average consumer, so most people probably expect to see ads for five kinds of tennis shoes after they search for one specific pair on Amazon.

What is still disarming is what these companies know when it comes to spending behavior and listening in to conversations. I recently bought Allegra and soon after was served up an ad for Claritin. I purchased the medicine in a typical drug store with my debit card and couldn’t help but be a little disturbed at how my purchase became the knowledge of a different company. According to a story on CBS News, Google is privy to 70% of transactions in the US made by debit or credit cards. Does the retailer share this info with Google? Do credit card companies make transaction information accessible?

Even weirder are the times that I have a conversation and a product becomes a topic. Then later (sometimes hours, sometimes a couple of days) an ad will show up for that exact product. No Google search, no browsing on the web at all—just a simple in-person conversation.

Are our devices listening to us? And sending off the information for use by companies to sell products?

In that same CBS article, Google and Facebook (who also owns Instagram) both deny using device microphones to capture data. But another article on Narcity seems to point to one possible explanation: software embedded in apps that have access to your microphone. I know that I definitely have clicked “Allow Access” for certain apps to use the microphone on my phone. Evidently, some software companies have found a way to gather the data collected from bits of audio and send that information off. It’s not illegal, and up to this point, there hasn’t been much pushback from the general public on this being a breach of privacy.

As we know from the Cambridge Analytica scandal, there is a line to be crossed when it comes to the use of our information. Clearly, when Facebook provided users’ information to the company, they breached the public’s trust. However, it was the end use that shook most of America: the presidential campaign.

So, my question is simply this: At what point will the public no longer feel comfortable with companies gathering information on us to tailor ads? Right now, it’s fun to see an ad for shoes that we end up buying, but will there come a day where some line is crossed as far as what information these companies have on us and how it was attained?

What is this marketing advertisement really about?  The obvious answer would be to sell more Virginia Slims cigarettes, but at what cost?  Sell more cigarettes while sticking it to the man?  That can certainly be one approach.  Perhaps this advertisement was meant to focus in on a very specific audience.  Women……who are also feminists.  After all, who doesn’t like to have a Virginia Slims cigarette while doing some good old fashioned gender bashing? 

The humor in this advertisement is that it spent very little time talking about the actual product, but there was a great deal of effort in bashing men.  I’m also a huge fan of irony.  The advertisement mentions that some experts consider the Y chromosome to be the inferior chromosome.  What do some experts say about smoking?  Perhaps we should choose to ignore those experts because it doesn’t reinforce the product’s bottom line……sales.

Some of these comparisons almost seemed unnecessary as well.  I’m all for competition between ANY two groups because it encourages people to strive forward, but some of these comments just seemed harsh to say the least.  I’m sure the marketers were just trying to drive a point home.  I wonder how an advertisement with the roles reversed would have fared in today’s market.  Probably not very well given that some groups are protected more than others but that’s just a part of the game. 

In my opinion, times have changed.  I believe that today’s customers would see right through an advertisement like this.  I’m sure it would catch on with some as their emotions enable such manipulation to take hold of their purchasing choices.  That’s the power of marketing campaigns.  They can play to any group’s emotions which allows manipulation to take place.  However, marketing campaigns today, seem too cautious to make such a bold advertisement that bashes either side.  The target audience would be too narrow and specific and the brand would have to consider which customers it would lose in the process.

The power of marketing campaigns, regardless how ethical, can be a very useful tool when used “correctly.” Even if it means belittling a particular group of people in the process.  This industry can be cutthroat at times and this is a perfect example of one.  I’m sure there are many others out there as well.