Brian Solis’s book The End of Business as Usual is in some ways a convincing book, and in others, especially for the careful reader, a very frustrating one. His book, at first glance, has everything you might want. There is vocabulary that is easy to remember, a tightly constructed context, and specific objects of thought which are quite digestible due to how well they are integrated into the context. His arguments are well-written, reasonable, and show great interdisciplinary insight. But on the other hand, his arguments are deductive and largely ‘valid’ rather than sound. They take ideas based on observations which on the surface seem intuitive and analyze and then recombine them in ways which are surely logical. Yet many of the assumptions …show more content…
Okay; but does this translate into effectiveness in sales, and if so, what kinds of sales and markets? Richard Feynman once remarked that science is all about the how, and Solis seems to provide very little of this, perhaps assuming that each business person utilizing his work will work this out for themselves. Yet his arguments seem to be fairly powerless without this how. He seemingly addresses how, but he does so in a way which is misleading: he provides the readers with excellent sets of questions by which to frame the problem, but few leads on how to actually know which components of social media marketing are effective, how effective each component is, and how to select the proper procedures from the innumerable possibilities. In the era of “big-data”, this oversight is especially troubling. For a basic introduction of the relationships between social media, communication culture in the “information age”, and where they interact, The End of Business as Usual is an excellent text; for useful insight into increasing the procedural effectiveness of your business’s marketing, the book is probably not very useful, at least, not for a current, fairly knowledgeable marketing professional looking towards constructing an improvement on their current …show more content…
Where are some examples outside of Solis’s book where these ideas are represented? A good example of this is how celebrities are used as brand-endorsers by corporations in a new fashion through the medium of social-media dialogue. David Beckham is arguably the best sports mogul who has successfully lured consumers into buying all of his products through the use of celebrity endorsements. “A study by sponsorship consultancy The Works, obtained exclusively by Marketing, reveals that brand sponsorship of a sporting personality — say, David Beckham — is more likely to change consumer perceptions of a brand than sponsoring a team or an event would.” Known for his swagger on and off the field, David Beckham is known for existing in two worlds: the world of football and fashion. The amount of respect that he receives is what has allowed for him to remain relevant for years. Beckham is known for his influence on consumers worldwide: “following the TV ads showing Beckham playing with the first Vodafone Live! Picture phone, the brand reported that many consumers were simply walking into shops and asking for the Beckham phone.” Vodafone is only one out of many endorsement deals that Beckham has inked. This particular TV advertisement shows how his emotional appeal
The world is filled with millions of advertisement ads. They come in magazines, newspapers, commercials, and many other forms of marketing communication. Among these advertisements, Gatorade, a sports drink, has pitched an intensive campaign through our history. Gatorade surrounds their product by famous athletes, competition, and extreme physical activities.While these ads are effective, the most successful Gatorade ads use celebrity athletes to endorse their drink. This advertisement is to make the audience feel that Gatorade is a necessary component to staying fit while hydrated and projects this message through the effective model, color, and typography.
The development and complete integration of the internet into everyday life has changed the modern perception of communication which, as a result, has changed the playing field for public relations practitioners everywhere. Social media opens new doors into the world of communicating and is undeniably useful for “anticipating, analyzing and interpreting public opinion, attitudes and issues that might impact, for good or ill, the operations and plans of the organization” (Horton, 2011). Through the successful creation of social media campaigns, an organization has the opportunity to create a positive public image, relationship, and lasting online presence that will benef...
One of the world’s most successful sportsmen and style icons, David Beckham stars in the Breitling ad. This powerful ad was
Marketing companies know that by associating a product with an athlete it can drastically increase sales. Fig 1. Gaines, Cork. "... ... middle of paper ... ...
Nike is one of the most influential businesses in the world today. According to Forbes.com, Nike is the twenty-fourth most valuable brands in the world and it carries over in the way they advertise. The popular swoosh sells itself, but the media plays a valuable role in how they get their message to the public. When analyzing a few print advertisements, we see how the messages are communicated and how the media interprets what the advertisement means.
The infamous Nike advertisements that are displayed daily all seem to have one thing in common: those wearing the Nike brand are for the most part celebrity athletes. Sue Jouzi, in her excerpt, argues that celebrity endorsed products are unethical and should be boycotted in order to obtain guidelines for how companies advertise to consumers. The author supports her assertion by first explaining how in a few instances, where celebrities have made false statements to promote products. She continues by giving another example of how as a consumer, she personally would not,”buy the newest SUV because an attractive talk-show host gets paid to pretend he drives one,”(Jozui).. The author’s purpose is to convince consumers to boycott the product in order to obtain guidelines and rules set up to prevent the unethical advertising in order to protect themselves from being misled. The author establishes an authoritative tone in order to convince consumers to take a stance. Jozui is ignorant to believe that companies will restrict or allow restrictions on how they advertise their products when there are numerous laws in
Many organizations have had to change the way they operate because social media has become such a powerhouse that has to be implemented in their marketing and communication strategies.
Social media marketing is a simple option to add to the current promotional tactics being used by an organization. It is no longer optional; social media is mandatory for nonprofit organizations (Stengel). Studies have shown that many people think social media techniques complement traditional media; even more believe that blogs and social media influence the news coverage in traditional media tactics (Wright and Hinson 2008). There are a number of professionals that believe embracing social media is the only way for public relations to continue in the digital age. For example, Robert J. Key explains, “Public relations in the digital age requires understanding how your key constituents are gathering and sharing information and then influencing them at key points; doing so requires strategies that embrace the digital age” (Wright and Hinson 2008). Larry Weber, a renowned professional in implementing global public relations campaigns, also agrees that the communications world is moving in a drastically digital direction and in order to communicate effectively, one must understand this transformation (Wright and Hinson 2008).
In the world of advertising, there are various appeals that can be used to describe one’s advertisement. For example, Snickers commercials are known for incorporating some kind of celebrity such as Betty White or Robin Williams. When considering Reese’s, a large majority of their commercials do not even have a single human-being present in them. When having celebrities in the commercial, it can aid in grabbing the attention of the audience in order to persuade them to make a purchase of that particular product. Another tactic that Snickers uses is the need for affiliation. The need for affiliation plays into the relationships of one’s life, whether it be a friendship, courtship, or just feeling as though you are a part of a larger group in general (Fowles 78). The Snicker’s commercials usually convey someone that is not at their normal standard and in order to fit back into their r...
This paper will discuss and identify the effects of social media, and what will make social media better through research on best practices. Social media is an imperative public relations tool for companies to utilize in their business practices. Social media cannot be regulated so anyone can say what they want about the company, whether it is good, bad or ugly. Social media is developing rapidly and there are new platforms daily, making it necessary for companies to not only be familiar with those platforms, but also know how to reach the consumer through them.
Marketing through Social Media (Exploratory Essay) Throughout the ages there have been many intriguing ways that businesses have portrayed their product or services for accessibility. Recently, businesses have been researching how to market the businesses product through the World Wide Web. With websites such as Facebook, Twitter, Instagram, it started becoming popular within the past 20 Years. People have started to rely heavily on the internet over the past decade, whether it be for searching for information on products or people.
The practice of brand management is a key component of marketing and performs an integral function by motivating the wants and needs of consumers. It is known that marketing can shape consumer needs and wants, however, consumers today appear to be more knowledgeable about the information regarding products. Consumers lead busy lives and have therefore gone to the internet as one of the many channels to learn about products in order to make informed decisions. This paper will discuss the argument that marketing should reflect the needs and wants of consumers rather than shaping these attributes. Due to the speed and ease of obtaining information, consumers do not take at face value strong marketing efforts that appear to be overly aggressive and push a brand rather than just being informative. Brand managers have to be aware of these changing dynamics and carefully craft brand management practices to meet the demands of consumers.
David Beckham is front and center wearing a nice suit and showing his Breitling watch. He is clean cut, and has a distinct look on his face. This audience will find him compelling because he was one of the most recognizeable athletes in the world, and a very popular model who has made different appearances in many different companies. His success made him very wealthy, and well known. In this specific ad David Beckham is an emotional appeal because people see him and think of past memories of him scoring soccer goals, and excelling in everything he has done. The fact that he has done so well, and come so far has made him have people look up to him, and want to be him. It is quite clear that David Beckham is looking directly into the camera for this picture, hence, directly at the reader. This look he gives states a connection with the reader. With that said, placing David Beckham in this picture allows the audience to connect to this
Social media is the modern version of the paper plus more. In modern society technology runs the world and the same applies to advertising and a company’s success because social media can spread the word fast and get your business recognized by a lot more consumers. Social media is "A unique opportunity for companies to stay on top of mind with current customers and get on the radar of new customers on their preferred platform." (Zeckman) Social media has a positive impact on businesses because Zeckman claimed that due to the rise in social media, more businesses can become closer to their customers and develop the trust and security that they are the right brand for their customers. In addition, Zeckman stated all businesses can use social media to their advantage by social media to get customers more interested and thinking about their product and to get new customers drawn in by ads that if we’re not posted some people would have never heard of the business. In connection it has been shown in research and surveys that social media has a very important effect on modern businesses and Ashely Zeckman continues to support this because in her article she states that "70% of marketers found that social media activities increased traffic to their website while 75% of businesses engaging
The writer finds social media is important in her current organization, Modern Business Concepts, Incorporated (MBC). With small business organizations such as hers, social media is important in spreading information on who the company is and what they do. Also as a business-to-business sales and marketing company, spreading the word is important in gaining customers and potential employees. Ucok (2014) uses research and experiments to prove how social media is essential to marketing. These platforms were essential in Ucok’s research, resulting in higher response with marketing campaigns proving “the importance of social media in marketing strategy and communication” (Ucock, 2014, p. 95).