CMNS 230 Lecture Notes - Lecture 6: Relationship Marketing, Marginal Cost, Product Placement

• School: Simon Fraser University
• Department: Communication
• Course: CMNS 230
• Professor: Blake May Sylvia

Document Summary

The art and science of selling the texts produced by the cultural industries. Research surrounding just marketing and promotional industries. A lot of use of demographic data and behavioural exposure data; perhaps the same as other fields. Mi(cid:272)hael wolf (cid:862)hedo(cid:374)o(cid:373)i(cid:272)s(cid:863): the stud(cid:455) of ho(cid:449)/(cid:449)hat people (cid:272)o(cid:374)su(cid:373)e to (cid:373)ake the(cid:373)sel(cid:448)es happy; the decisions they make to make themselves happy. Affect = emotion for a lot of cmns classes. While it(cid:859)s tough to predi(cid:272)t the out(cid:272)o(cid:373)e of a (cid:272)ultural produ(cid:272)t, (cid:373)arketi(cid:374)g is a(cid:374) atte(cid:373)pt to influence it. Ya(cid:374)kelo(cid:449)i(cid:272)h esti(cid:373)ated (cid:449)e sa(cid:449) (cid:1006)(cid:1004)(cid:1004)(cid:1004) ads a da(cid:455) i(cid:374) the (cid:1012)(cid:1004)(cid:859)s. If you add all labels passed in shopping, etc. some estimates this is as high as 20,000. Yet (cid:374)u(cid:373)(cid:271)er of ads (cid:374)oted has(cid:374)(cid:859)t i(cid:374)(cid:272)reased (cid:373)u(cid:272)h. The art and science of imbuing products services with resonant cultural meanings through various imaginative connections. A struggle to differentiate in a noisy marketplace. Need to cut through the clutter and have your brand connected to an emotion.