MKT 201 – Buyer Behavior Chapter 1 Supplementary Examples 1
Nike Advertisement 2
A print ad touting Nike's Air Dri-Goat trail running shoe "Right about now you're probably asking yourself, 'How can a trail running shoe with an outer sole designed like a goat's hoof help me avoid compressing my spinal cord into a Slinky on the side of some unsuspecting conifer, thereby rendering me a drooling, misshapen non-extreme-running husk of my former self, forced to roam the earth in a motorized wheelchair with my name embossed on one of those cute little license plates you get at carnivals or state fairs, fastened to the back? ’" 3
A print ad touting Nike's Air Dri-Goat trail running shoe Cooper, an internationally recognized expert on wheelchair design and mobility research, and a wheelchair athlete who's won medals at the 1988 Paralympics in South Korea and other major competitions, said: "The Nike advertisement was extremely offensive and demonstrates a high degree of ignorance about people with disabilities. Unfortunately, the apologies by both Nike and their advertising agency only further illustrate their insensitivity to the issues of importance to people with disabilities and their families. " 4
A print ad touting Nike's Air Dri-Goat trail running shoe Nike's original apology appeared in an Oct. 24 press release. It concluded with the sentence: "A former Nike president, Bob Woodell, suffered a spinal cord injury and is confined to a wheelchair, and we have a Disabled Employee Network. " An Oct. 25 apology by Dan Wieden, co-founder and CEO of Nike's advertising agency Wieden & Kennedy, stated: "We have hurt a group of people for whom we have enormous admiration. These are men and women who demonstrate more courage in a single day than most of us will in our lifetime; who accomplish more, inspire more, and have far more reasons to be proud. " 5
A print ad touting Nike's Air Dri-Goat trail running shoe Nike's original apology appeared in an Oct. 24 press release. It concluded with the sentence: "A former Nike president, Bob Woodell, suffered a spinal cord injury and is confined to a wheelchair, and we have a Disabled Employee Network. " An Oct. 25 apology by Dan Wieden, co-founder and CEO of Nike's advertising agency Wieden & Kennedy, stated: "We have hurt a group of people for whom we have enormous admiration. These are men and women who demonstrate more courage in a single day than most of us will in our lifetime; who accomplish more, inspire more, and have far more reasons to be proud. " 6
A print ad touting Nike's Air Dri-Goat trail running shoe Nike has since issued a new apology on the nikebiz. com web site: "Down to a man and woman, every Nike employee is personally embarrassed by this ad and we vow to learn from this mistake and grow both personally and professionally. " Cooper dismissed this apology, too, citing Nike's track record of running controversial ads with subsequent apologies. 7
A print ad touting Nike's Air Dri-Goat trail running shoe In 1999, a Nike TV ad showed children in-line skating alongside trains. After viewers complained that children might try to imitate that stunt, Nike pulled the ad. During the Olympics, another Nike TV ad parodied the "Texas Chain Saw Massacre" by showing runner Suzy Hamilton outsprinting a masked man wielding a chainsaw. NBC-TV withdrew that ad following complaints, and Nike again apologized. "I think these ads are meant to be offensive, " Cooper said. "There's a pattern here: You run an offensive ad that generates controversy and a lot of free publicity, then you stop running the ad and issue an apology. " 8
World famous brands (2008) The top 10 brands according to an annual survey by Business Week & Interbrand: Rank 1 – Coca-cola Rank 2 – IBM Rank 3 – Microsoft Rank 4 – GE (General Electric) Rank 5 – Nokia Rank 6 – Toyota Rank 7 – Intel Rank 8 – Mc. Donald’s Rank 9 – Disney Rank 10 - Google 9
Examples of Everyday Ethics 1. 2. 3. 4. 5. 6. The ATM spits out an extra $100 in your favor. Keep the money and your mouth shut? At a restaurant you notice your friend’s wife engaged in some serious flirting with another man. Tell your friend – and possibly ruin his marriage – or mind your own business? You can avail yourself of a free wireless connection by accessing the account of your next-door neighbor. Silly not to? Your colleague is forever taking credit for your and other people’s work. Is it ok to exact a little revenge and for once take credit for her labors? Your friend is on her way out the door for a significant date and asks whether you like her blouse. Do you tell her the truth: It’s hideous? Is it all right to laugh at a sexist joke? 10
Culture Jamming § As people in global societies increasingly enjoy the freedom of private life, it becomes increasingly difficult to communicate about many broad concerns. The personalized society enables people to choose individual lifestyles and identities that often lead to disconnection from politics. Many citizens become receptive only to consumer-oriented messages about tax cuts, retirement benefits, or other policies targeted at particular demographic social groups. § Practitioners of culture jamming argue that culture, politics, and social values have been bent by saturated commercial environments § Culture jamming presents a variety of interesting communication strategies that play with the branded images and icons of consumer culture to make consumers aware of surrounding problems and diverse cultural experiences that warrant their attention. 11
Culture Jamming § § § Adbusters is the organization that has the objectives of discouraging rampant commercialism (e. g. , Buy Nothing Day & TV Turnoff Week) Employ the strategy of Culture Jamming to disrupt corporate efforts in cultural landscape http: //www. adbusters. org/campaigns/blackspot Blackspot Campaign 12
Perspectives on Consumer Research § § Many researchers regard the field of CB as an applied social science; CB knowledge is used to improve the effectiveness of marketing practice Positivism (modernism) – – § Stress the function of objects/products Believe consumers are rational people Interpretivism (postmodernism) – – – We each construct our own meanings Consumption of products = diverse experiences E. g, Volkswagen Beetle advertising campaign “Humble Little Car” : tried many ways to turn the Beetle’s homeliness, smallness, and lack of power into positive attributes 13
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