The Marketing Series 1 The Internet Revolution (03:10)
Marketing has been around for at least 2,000 years. Ancient Rome has examples from the unearthed ruins of Pompeii. Technology created mass production, which led to affordability to the general public; more goods are sold and producers receive more profits.
The Golden Age of Advertising (04:01)
Matthew Eccles states that television became critical to marketers because it was important to consumers. Oliver James states that commercials in the 1960s were creative. He believes earlier commercials were in friendly competition with each other.
A Multi-Channel World (04:15)
Eccles believes television advertising reaches a high number of people. The thirty second commercial is less important than it used to be, but is still a standard unit of selling air time. The TV ad is now part of a wider campaign.
The Start of a Beautiful Relationship? (05:13)
Technology drives marketing. Charlotte Borger states the consumer is the owner of brands. She believes people use the Internet and peer groups to find out which brands to buy and what decisions to make.
Customer Service (02:43)
Customer retention occurs when you provide services or goods they want. Eccles states that it is easy for people to express their dissatisfaction in different venues.
Digital Marketing Goes Digital (02:55)
Community marketing is about finding friends and selling them goods or services. Divine Chocolate keeps in contact with customers via electronic mail and social networking. The company started a blog.
Gorillas in a Twist: Viral Marketing (04:52)
Consumers extend the life of commercials with spoof ads. An employee at Brompton believes the internet transformed the company. TripAdvisor is an example of a site that allows people to review hotels and airlines.
Impossible Dreams? (02:39)
The history of marketing includes quack cures for cancer and lung diseases by claiming cigarette smoking is good for your health. Today, we know that these are lies. Product placement can be shocking and more effective than direct advertising.
Oliver James argues that consumerist societies lead to anxiety and depression. He cites mental illness rates in America and the United Kingdom. He believes the Americanized world places a high value on money, possessions, and appearances.
Most Mentally Ill Group in Britain (02:35)
James explains how the market has targeted women since the 1960s. He cites statistics revealing advertising and marketing contributes to depression in teenage girls.
Affordable Luxury (03:15)
James states there are scientific ways to describe being separate from religious definition. His theory is the more you think for yourself, the more you head in a direction of "being." The more you are concerned with extrinsic rewards the more you are concerned with “having.”
Needs versus Wants (06:45)
People question the practicality of Oliver James’ beliefs. In 1979, Margaret Thatcher introduced a new form of political economy that promoted greed is good. He believes America could crumble in the likeness of the Soviet Union because of greed and capitalism.
Spread Out Money Evenly (02:19)
Oliver James believes it is a shame that the internet is commercialized. He states that Facebook encourages the younger generation to be more concerned with "keeping up with the Jones's." Britain is an affluent nation.
Typical Response Rates (02:46)
Matthew Eccles, Marketing Consultant believes it is impossible to generalize response rates for direct marketing activity. He states that you would only expect to see returns on database advertising in the low percentile range. Email is an inexpensive form of advertising.
American Ideas Spreading to United Kingdom (07:19)
After WWII, there was trend toward governments trying to give the poor opportunities to change their situation. David Harvey's book, "A Brief History of Neoliberalism" records changes in authority and wealth in corporate America. In 1980, the number of poor citizens greatly increased.
Consumers Make the Decisions (03:47)
Matthew Eccles states that there is no controlling viral marketing. The Divine Chocolate Company gives away sweets during promotional campaigns. James Oliver worked in the television industry during the 1980s. He believes this decade was seen as an age of social change.
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