Martin Lindstrom buy-ology helps the consumer to look more at the psychological reasons as to why we purchase particular brands of products. The book looks at the neuromarketing to our subconscious which is the key to unlocking our buy-ology (pg 3 buy-ology). Neuromarketing is about implanting the product in our subconscious so that way the consumer will purchase the product (example Coke & American Idol). However with neuromarketing to the consumer there are several questions to ask; are we buying things we need? Could we be buying products that have just been placed in our subconscious? As consumers do we feel what these advertisers are doing is right?
The strategic way merchandisers & Hollywood combine there forces to achieve the ultimate goal of the all mighty dollar is really what it is all about. Product placement may have recently become more noticeable to the consumer but it has been around for decades, almost since the dawn of the film and television era. As early as the film industry started Hollywood saw the connection between a profit for there pockets and a way for a particular company to boost its sales by having the product fit into the story line. One of the first subliminal advertisements that I can remember is the Reese’s Pieces candies that were used to draw out the extra terrestrial (E.T). However Reese’s was not Spielberg’s first candy choice, he first approached M&Ms. Spielberg first contacted the Mars Company and asked if they would pay to have their product used in the movie E.T. they passed on the idea and then Hershey agreed to step in and with in a few months of the films release there Reese Pieces were begin stocked in over 800 movie theater shelves (pg 45 buy-ology). Product placement was used in many films way before E.T. but that is one of the first films which I recall seeing a product used within the story and that truly is how neuromarketing works, having the product being sold to us with our us even realizing it.
Fast forward to television and the same thing is happening in shows today; one of the most common is Coca-Cola used in American Idol. Coca-Cola has been around for decades but by placing there product in a show which is viewed by millions world wide they boost there product sales. Coca-Cola has integrated its self in the show, by having the coke cups which sit in front of the judges ect. Coca-Cola has affiliated its self with the dreams, aspirations and hopes of becoming the next American Idol (pg 50 buy-ology), basically saying drink a coke and they can help your dreams come true. When choosing the best appeal for your product it generally requires market research in order to place your product in its correct target market. The question is are the American people buying more due to the current surge of the product placement? That would depend on how integrated the product has become to the story line of the movie or show. There are thousands of products that are used in the industry and thousand of thirty second advertisements we see every day, a lot of these images we can hardly recall but the ones that become part of the production we can remember because of this neuromarketing to consumers. When it comes time to shop we might sway more towards a Reese's Pieces or Coca-Cola as opposed to purchasing from there competitors. There is some benefit with neuromarketing for everyone except the consumer because sometimes we might end up with products we don’t even need.
AnneMarie Esemplare Sec. 80
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ReplyDeleteI would never think to believe that a television show would trick people into buying a certain product. Truth be told, I rarely watch American Idol or other reality shows that have the Coca-Cola glass. I would buy it because I was thirsty. I can’t really imagine how many products I bought something because I saw it on a show. It’s probably because I don’t watch a lot of today’s recent shows. That or I can control my body to prevent purchasing things.
ReplyDeleteAndrew Rizzo section 80.
When we sit down at the computer, or on the coach watching television, or at the movies we have a tendency to not realize the messages that are right in front of our eyes. Take for instance, as we sit in the movie theatre watching the previews we see dancing Coca-Cola and dancing skittles and M&M`s, that short clip triggers the sense of hunger within ourselves to get up and grab that drink and snack. I think our society has become so immune to these messages, that even though we see those messages on a daily basis, our mind doesn`t realize the outcome of watching the clip.
ReplyDeleteAly Palumbo-Section 80
Even though i know we get bombarded with these subliminal messages, i feel like in a way they help us, especially around this time of year. Shopping for yourself is fun most people enjoy doing it, but when it comes to shopping for someone else everything gets much harder. What to buy for your friends, family, and especially significant others can be the most frustrating. But since were always seeing these product placments and billboards, commercials, and every other thing that shows us what we "need" it becomes easier to think of gift ideas. Yes it does get annoying that evey free space has been turned into an advertisment but its actually very helpful, at least for me!
ReplyDeleteI don’t think by watching shows it makes me want to buy certain products, but when I see products I already own on televisions shows and in movies I continue buying that brand (because I like it and because I see that it is popular among a larger audience than my friends.) For example, one of my favorite televisions shows is Parenthood and one of my favorite brands of bags is Vera Bradley. When watching that show, I see “Vera” products in basically every other episode. Although I did not initially buy my bags because of the show, I continue to buy this brand because I know it is popular not only to me and my group of friends but to a much broader audience.
ReplyDeleteAmanda Smith section 01
I agree with what Amanda says above with that I don't believe by watching shows it makes me want to buy certain products however, when I see products I already own it makes me want to keep buying those products. Subliminal messaging surrounds us daily and does have a huge impact on our consuming habits. Take for example if you go onto Facebook. The whole side of your screen usually advertises things that are related to your every day searches. Watching shows do have the ability to prove no different. It makes the products we use on an every day basis more trustworthy and obtainable.
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