MKTG 3000 Lecture Notes - Lecture 23: Under Armour, Super Bowl
Marketing
I. The naked brand
a. Paid advertising is dying?
b. Army
i. Do’t take istitutioal essages as the speake o aoe
ii. Adetiseet at ullshit aoe aoe
iii. taditioal adetiseig is doe ith
c. Corporations
i. Making more, spending more, and consuming more
ii. They are losing control in one area: advertising
1. Used to watch ads to learn about products
2. Used to trust ads more
d. Trust survey
i. Lowest level of trust in us corporations
ii. Corporations do not control beliefs
iii. We have lost faith in corporate messages
iv. Online reviews are becoming more popular
v. 90% trust peer reviews, 20% trust advertising
e. Advertising almost same as it was 50 years ago
i. Using animals to increase customer perception
ii. Has shifted to media, but same concept
f. What if delivering better products and services IS our advertising?
i. What if advertising is about making customers happy
ii. If adetiseets a ake opoatios ette, that’s ette
g. Alex B
i. Used to e a huge adetise… uit though
ii. Got mad at company
iii. Fictional story
iv. Wants real time and genuine stories
v. Wants more transparency. Choice of transparency is whether you say it or
others say it (it being bad and dark secrets)
h. Greensboro Alabama
i. Poor
ii. Half kids grow up in poverty
iii.
i. Good guide
i. Rates products for health, environmental responsibility
j. War going on in retail market
i. One side slamming us with ads
ii. Other side consumers will have tools to see through all of that
k. Transparency turns confrontation to conversation
l. Unilever and Walmart
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