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Marketing

Brandon Senecal

English III Standard

Mr. Alburger

2/22/18
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In this world we live in, marketing and showing the brand to the population has become

very important to every business. Marketing exists all around us, all the time. Whether it

promotes a Politicians Campaign ad, a sign for McDonalds, or a cosmetics commercial with a

celebrity on it, marketing exists everywhere. The history of marketing has become very

extensive over the years as well. Due to the extensive history of marketing, some marketing

strategies have not worked, and have actually come with backlash from the public. ​Marketing

has become very important to all businesses, this paper will inform the reader about bad

marketing strategies and the good marketing strategies.

The history of marketing and the education of the discipline very extensive.

Understanding the timeline of marketing education allows teachers to improve their own

teaching of the subject. “ enables educators to improve their conceptual and analytical skills and

provide students with meaningful insights about the nature, content, and scope of marketing and

how past marketing thought leaders provided the conceptual foundations from which we now

teach marketing.” (Ferrell). Many business students take courses such as marketing

research,managerial marketing, and consumer behavior. Consumer behavior studies how

consumers react to marketing strategies and predicting the mind of the consumer to make them

buy products. . In the following paragraphs, they will give ideas for those who want to get into

the field. “When you're in high school, a good first step is to "shadow" a marketing or sales pro

for a day and see what the job involves, according to Mixon. "Based on your experience, you can

see whether it is a job you would be comfortable doing later in your life," she says.

Mixon also recommends getting some related experience while in college. "Once you are in

college, get an internship," she says. "Even if it is unpaid, it is job experience that you can put on
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your résumé that companies will consider. I scored one of my internships after shadowing

someone in that department for a day, the other just because I called up and asked them if they

needed interns." Part-time or summer jobs can also be valuable. "Get a job where selling is a

skill you need to use frequently," Jackson says. "It could be as a retail clerk in a clothing store."

Ideally, a sales or marketing job should dovetail with your own interests. "If you're considering a

sales career, think about the things you enjoy," says Schreier-Fleming. "If you love cars, consider

selling components or some area of technical sales. If you love clothes, you may try fashion

industry sales as a career. (Rowh)” This article is great for those who are new to the field and

want to get into marketing. It gives advice from a someone who does this for a living and a

person looking to get into the practice of marketing should definitely give this a read.

Many good marketing strategies have completely flopped. ​Recent events in the US have

brought Abercrombie & Fitch's exclusionist approach to targeting back into the public eye.

Californian writer Greg Karber became so incensed by Abercrombie chief executive Mike

Jeffries' comments about how his brand exclusively focuses on the young, the thin and the

popular that he decided to take action. Where other righteous citizens before him simply

denounced A&F on social media to their old and uncool friends, Karber did something far more

radical. He used anti-marketing. In this particular use of anti-marketing, Karber bought as much

old Abercrombie and Fitch clothing from thrift shops, and he did something very odd. He gave

away all the product to the homeless. Karber went against A&F's marketing strategy with a

marketing strategy of his own that aimed itself at that the attractive, skinny, and wealthy, and he

gave it to people who did not appear attractive, skinny, and wealthy. “Anti-marketing happens

when any traditional marketing tactic is used to weaken brand equity and thus reduce a brand's
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overall appeal.”(Ritson). “Typically, marketing is used to boost a brands popularity, and its

revenue, to get the name out in the public view, but this rare form of marketing is making its way

into society. In 2001 Greenpeace, an organization that focuses on keeping the planet green and

healthy, they started a large campaign to get people's attention of Exxon Mobil, a leading gas

provider, and how they were delaying and disrupting the Kyoto agreement on climate change”

(Ritson). Greenpeace went with the anti-marketing strategy instead of creating a message of their

own, Greenpeace took ESSO's easily recognizable blue and red logo and change it to dollar signs

to make it “E$$O”.

Jobs in the field of marketing stretch far and wide. Some jobs include, Marketing

Director or Vice President, and this job does the overall marketing strategy of the company and

manages the marketing team. Product/Brand Manager promotes the product and supervises its’

transportation from ideation through production and launch into the marketplace. The importance

of the manager that they understand the market they targeting with their new product and

competition it will face. Media Planners and/or Buyers analyze the viewing, reading, listening,

and surfing patterns of target audience to determine where they are consuming information.

Then, these people work with the outlets to purchase the advertising space. Marketing Research

Analysts use strong quantitative, analytical and research skills to design and carry out

assessments of consumer reactions to new products or services, they modify products, and design

packaging and advertising themes. The men and women in this part of the field, gather organize

and interpret data using software and statistical tools. Social Media Managers have become very

important over the last 5 years. With the rapid growth of sites like Facebook, Instagram, Twitter,

and so forth, the Social Media Managers promote the image of their respective company on these
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outlets to get the brand out into the public eye. The next job is the Public Relations Manager.

These people use writing and public speaking skills to engage the media to gain coverage about

the organization. They push out both positive information about their company as well as

respond to questions about the media may have about said organization. The last job that will

discussed, the actually the job my mentor does at Duke Energy, she is a Marketing

Communications/Creative Services Manager. She works with a creative team of graphic

designers, copywriters, photographers and videographers to create visual elements of a

marketing campaign. These include TV ads, radio ads, web.digital content, print ads, product

fact sheets, photography, sales flyers, social media content, and other ads. Other Hot jobs in

marketing today, are Data translator or scientist. “Finding analysts who can turn data into

meaningful, strategic business insights is a common challenge. Loran says it is particularly

difficult to find people who can both understand "the world of new data" and display "a

sufficient level of strategic understanding to actually be able to guide decisions rather than just

share facts"(Bacon). Also, there are Values evangelists, “This role -- called 'Head of brand,

reputation and citizenship' at Barclays and held by David Wheldon -- applies to people who can

articulate what the brand stands for to the outside world and defend its reputation. Last year, a

number of big brands faced criticism for a range of practices including tax avoidance and

unethical manufacturing processes.(Bacon)”

Have you ever wondered what a day as a marketer is like? Well, here is a brief summary

of a day in the life of a marketer. “​As a marketing communication manager my day is spent

collaborating. I work with other areas of the marketing organization to understand the campaigns

needed and then coordinate each phase of the development from market research, concepting of
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creative ideas, production of the marketing assets and then trafficking them to the various media

outlets where they will be shown. After that, I work with the marketing research analyst to

determine if the campaign was successful.”(Guilford Interview) ​It sounds like a lot of hard work.

Now, during a day as a marketer, they have to make sure they follow the laws. One of

these laws is the CAN-SPAM Act. CAN-SPAM stand for Controlling the Assault of

Non-Solicited Pornography and Marketing. “​The Can-Spam act is set of rules for

commercial/marketing related emails. Gives the recipient the option to opt-out of receiving email

communications. Marketers need to provide a way for recipients to unsubscribe and maintain a

database of that information that can be referenced before email communications are

sent.(Guilford Interview).” ​ The rules for this act go as follows “Messages containing only an ad

or promotion are deemed acceptable if they comply with the rules,Messages that include only

transactional or relationship messages--such as shipment tracking data for items purchased

online--are not deemed commercial, Messages containing both commercial content and

transactional or relationship content are deemed covered if the advertising comes first or a

"reasonable person" would conclude the message is commercial, Messages containing

commercial content and other content that is not transactional or relationship-based (such as an

email newsletter containing editorial content) are deemed covered if a "reasonable person" would

conclude either the subject line or the body are primarily commercial (Jakobson)”. The

Telephone Consumer Protection Act is another law in the long list of laws that affect the

marketers. This act entails “An SMS text message falls within the de nition of a “call.”, “A

contentious issue in cases across the country, the FCC made clear that the “called party” is the

party who received a call or text, regardless of whether that person was the intended recipient,
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Prior express consent to be called can be granted either orally or in writing and through an

intermediary. Consent may be revoked, however, using “any reasonable means.” Dialing

equipment meets the de nition of an ATDS if it has the potential ability to store, produce, and

dial random or sequential numbers, even when not being used that way. The FCC introduced

human intervention as a determinant in whether dialing equipment is an ATDS. (Smith).” There

are also Intellectual Property laws, ​Patents protect inventions of tangible things, Copyrights

protect various forms of written and artistic expression, Trademarks protect a name or symbol

that identifies the source of goods or services.” (Guilford Interview).

Marketing has become very prominent in politics. Political marketing is how a candidate

gets his name out there and allows the candidate indirectly “attack” his competitor. “Marketing is

a phenomenon which transcends the traditional definitions of business. It permeates through

various domains of an organization.- Western democracies have been the first ones to embrace

the concept of marketing to mainstream politics. This happened because the practicing

politicians came to realize that no longer can politics be treated as an isolated concept and the

changes which are happening in the conduct of day-to-day affairs will be reflected in their

manifestations in various forms” (Kumar). In relation to the United States and the United

Kingdom, political marketing is very similar but there are a few differences. “For example in the

US, political campaign consultancy is much more developed than in the UK. Moreover the

amount of resourcing to fund political campaigns in the US is substantially greater than in the

UK”(Reeves). In the US, political funding is imperative for a candidates success in his respective

election, whether he or she is running for The United States Congress, The President of the

United States, Senate, or a local election, money is a candidate's best friend in an election. In the
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United Kingdom, there are strict rules in place for the funding of a political campaign. In

comparison to the United States, the United Kingdom gives very little opportunities to run

political ads on television, where as in the United States, political ads are common place and

become quite annoying during the United States election “season.”Marketing has become very

prominent in politics. Political marketing is how a candidate gets his name out there and allows

the candidate indirectly “attack” his competitor. “Marketing is a phenomenon which transcends

the traditional definitions of business. It permeates through various domains of an organization.-

Western democracies have been the first ones to embrace the concept of marketing to

mainstream politics. This happened because the practicing politicians came to realize that no

longer can politics be treated as an isolated concept and the changes which are happening in the

conduct of day-to-day affairs will be reflected in their manifestations in various forms” (Kumar).

In relation to the United States and the United Kingdom, political marketing is very similar but

there are a few differences. “For example in the US, political campaign consultancy is much

more developed than in the UK. Moreover the amount of resourcing to fund political campaigns

in the US is substantially greater than in the UK”(Reeves). In the US, political funding has

become and will influence many candidates success in his/her respective election, whether he or

she is running for The United States Congress, The President of the United States, Senate, or a

local election, money gets put to the top of the list of important things to consider while on the

campaign trail as a candidate's best friend in an election. In the United Kingdom, there are strict

rules in place for the funding of a political campaign. In comparison to the United States, the

United Kingdom gives very little opportunities to run political ads on television, where as in the

United States, political ads have become commonplace and quite annoying during the United
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States election “season.” But these differences do not mean that both the United States' and the

United Kingdom's elections are all that different. “First, political marketing and campaigning

operate between parties and politicians in a critical and politically confrontational environment.

Second, both countries have a long tradition of independent and critical free press and media

which continuously attempt to challenge and hold to account politicians and political parties.

Third, in the academic arena, both countries have a strong tradition of university academics

analysing political campaigns in order to build, extend and test theories to better understand

political campaigns and voter behaviour.(Reeves)” Celebrities also play a large role in political

marketing. Celebrity endorsement is one of the most important things for a candidate aside from

winning over the people. Although these celebrities are part of the people, they are the one

percent, and they hold a lot of power in the eyes of the public which is why politicians make

huge efforts to gain there endorsements and support. “As a presidential candidate in 2008,

Barack Obama won the endorsement of the celebrity talk show host, actress, producer, media

proprietor, and philanthropist, Oprah Winfrey, and Garthwaite and Moore (2013) found that this

endorsement increased the amount of financial campaign contributions, as well as increasing the

number of votes Barack Obama received by approximately one million. In fact, Oprah Winfrey's

endorsement was found to have increased overall voter turnout.However, according to a Gallup

poll of 507 Americans (Carroll & Jones, 2007), her endorsement could have had negative effects,

which suggests that celebrity endorsements might have no effect and could even be detrimental

to a candidate's chances of winning.(NAM-HYUN)” Sometimes just because a celebrity

endorses a particular candidate, does not mean that that endorsement will be good for the

popularity of the candidate.


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Celebrities are used in not just political marketing but also traditional marketing.

Celebrities have been used in marketing for years. Celebrities are used to promote a name brand

with their name that is well known throughout the globe to improve the organization or brand in

which they have partnered with to boost sales or increase awareness about a certain issue. Many

celebrities use their popularity to “The use of celebrities is a vital part of conservation marketing

(marketing for raising awareness). They are used to use their influence of people to further an

agenda of a particular company. “Celebrities are frequently used in conservation marketing as a

tool to raise awareness, generate funding and effect behaviour change.(Duthie)”

Marketing has become essential for a business to succeed in the world's economy of

today. Businesses rely on celebrities in their marketing schemes to increase sales and get the

name of the brand into the public view. Marketing has been used by companies to not only boost

sales, but also to manage the company's money and assets to keep the business running at peak

performance. Getting into marketing takes hard work and dedication just like anything a person

does. To get into marketing its highly recommended that the person shadow someone who is a

marketer for a living, it will give the person real world experience and a first point of view of

what the day to day looks like. Marketing strategies can be used in a lot of good ways, it can

raise awareness for a specific cause, it can tell what another company is doing that is immoral

and should be stopped. Anti-marketing can be a companies best friend and can gain the company

a lot of good publicity, or can be a tool used by a competitor that hurts the company's reputation.

There are many jobs to choose from in the field of marketing from Marketing Director or Vice

President to Product/Brand Manager. A day in the life as a marketer the day is spent

collaborating and working together with other areas of the marketing organization to understand
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the campaigns needed and then coordinate each phase of the development from market research.

Following the law as a marketer is one of the most important parts of the jobs, the laws a

marketer has to follow are the CAN-SPAM Act, Telephone Consumer Protection Act, and many

more that for the most part protect the consumers. Marketing in politics is imperative to the

success of a candidate, campaign commercials, being able to market oneself are all very

important to the success of the campaign. It is also important that a candidate acquire

endorsements from celebrities that can use to spread their ideals and gain more votes. Celebrities

are also heavily used in regular marketing, they are used to increase sales and increase the

popularity of the company. Marketing can be observed in all aspects of our daily lives. On TV,

on the roads, and on the radio, marketing sometimes goes unnoticed even though
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