Blog 3

The public deals with the clutter of messages by developing a sense of immunity to it all. Our world is surrounded by advertisements, and there comes a point where you stop acknowledging them. Now, advertisers must break through the clutter by creating a new culture through their advertisements. For example, in the Persuader's film, Delta Airlines created a new airline called Song. They had to create a new culture around the airline in order for them to stand out. Advertisers now have to make people want to be part of the product or the culture they create surrounding the product.
For the future, advertisers are starting to exercise product placement. Product placement takes place in programming such as television shows and movies. This helps because people can associate their favorite characters to the product they use, making the consumers more apt to buying that certain product. Sex & the City is a great example of how product placement was used. It was evident in all aspects of their lives, especially the clothes the actresses wore.
Branding is a way that a company can bring it's products or services under one logo or name. This way, the company can be memorable. Some great examples of branding come from Mac, Nike, and Saturn. The film states that Saturn put out a set of advertisements that made people connect with their brand. They filled empty places of a longed for lifestyle for their consumers. Brand loyalty plays in role in which products we choose to buy. Some brands have even created loyalty beyond reason. The film talks about how Tide created an experience, that was much deeper than a laundry detergent. The experience connected to people in a different way, and that's why they have been so loyal. Coca-Cola has also done a good job keeping their consumers brand loyal.