Baines, Fill, & Rosengren: Marketing 4e
Chapter 2: Library of video links
Resource Title: RSM Discovery: Ethnic marketing - One size does not fit all
Brand and/or Topic: Ethnic Marketing
Resource Description: The days of one-size-fits-all marketing are over. Companies must use multicultural marketing approaches and target ethnic segments based on their own cultural framework. However, RSM's Anne-Sophie Lenoir discovered that when marketers create ethnic targeting strategies for each cultural group, they usually profile everyone within that group the same way, and overlook the differences between first and second generation minority consumers.
Channel: Rotterdam School of Management, Erasmus University
Link (URL): https://www.youtube.com/watch?v=yRQkqKgAoaQ
Resource Title: Seth Godin: Sliced bread and other marketing delights
Brand and/or Topic: Spreading Ideas
Resource Description: In a world of too many options and too little time, our obvious choice is to just ignore the ordinary stuff. Marketing guru Seth Godin spells out why, when it comes to getting our attention, bad or bizarre ideas are more successful than boring ones.
Link (URL): http://www.youtube.com/watch?v=xBIVlM435Zg
Resource Title: How should marketers think about consumer behavior today?
Brand and/or Topic: Consumer Behaviour Patterns
Resource Description: An interview with Peter Fader, Co-Director, Wharton Interactive Media Initiative, Frances and Pei-Yuan Chia Professor, Professor of Marketing, The Wharton School. He talks about patterns of human behaviour and how we are similar in our patterns.
Link (URL): http://www.youtube.com/watch?v=gvjQ1XfMA_g
Resource Title: Why do we love Jingles?
Brand and/or Topic: Human memory, Jingles, Music in Advertising
Resource Description: With Super Bowl Ads just around the corner, University of Minnesota Carlson School of Management professor Joe Redden explains why we love commercials that have jingles. Jingles are so fun for the viewer and listener because while we may be singing them over and over again in our head, it also gives the consumer a strong memory of a specific product - which advertisers love. From the McDonald's Fillet of Fish commercial to the classic, ‘I want to be an Oscar Mayer wiener’, advertisers have a history of producing memorable ear worms. Redden's teaching and research focuses on consumer experience with satiation, variety, and quantity.
Link (URL): http://www.youtube.com/watch?v=x0pykZWiw5c