Sex actually Sells

See for yourself.

Perceptual Mapping - Deciding What Image to Project

A very effective practice which when used beforehand while concieving the idea for any brand campaign.

A very simple process. Using a survey of the market, you measure the image of your company and your key competitors using a series of image "attributes." These "attributes" are dimensions measuring such items as "speed." "low prices," "courtesy," "high tech," "accuracy," etc. You also measure how each company rates on a "best for people like me" scale. This enables you to calculate the relative importance of each attribute by establishing the mathematical relationship between the attributes and the "best for people like me" scale.
You can then plot the performance of each company and importance of each attribute in two-dimensional space. A typical plot would look similar to the below. Each letter represents one company. (We've plotted only five attributes for illustrative purposes. When you are measuring four competitors, you could measure and plot as many as ten or twelve attributes if you desire. To measure more attributes than that would be to extend the survey to an unreasonable length.)

After you have plotted the importance and performance ratings, you can begin to formulate a "desired image." In doing so, you need to consider several things:

• Your competitive position on each attribute


• Whether your "strengths" are recognized in the marketplace,


• Your corporate mission,


• Your perceptions of how feasible it would be to move an attribute in perceptual space,


• The uniqueness of your desired position.

Suppose you are company B. Your though process might go something like this.
"My company is highly accurate, and we could move to the right of company A on accuracy with the right advertising campaign. However, accuracy is the lowest attribute in importance, so the benefit would be limited. We won't worry about promoting accuracy."
"All five companies are about tied in consumer perception of speed, and we all do rather well, so there isn't much potential benefit there. Scratch speed."
"Our rating on high tech is pretty good, but I could still move up perception on that. Let's check out the other two attributes before we make a decision."
"There seems to be a lot of opportunity to improve on low price. Nobody does well on this attribute.We are more efficient than our competitors, and could afford to lower price a little. I don't want us to be viewed as being "cheap," but we could do better on this attribute."
"Look at the opportunity on courtesy. We know we have high customer satisfaction scores -- and it's the most important attribute. There's our opportunity."
From this train of thought, you may decide to develop a campaign with a theme like the courteous service you deserve, at a price you can afford. If your campaign is successful, the next time you measure image the plot may look like the one below. Notice how company B has moved to the right (toward the high performance side of the scale) on the two most important attributes.

The Spreading Viral

Viral as for now for eastern audience has been the most talked about event. Counting high number of laugh and giggles and new mail boxes caused all the advertisers to have one for them. But actually they miss to understand the basics of it and the reason, necessity and scope of its presences. What presently people have the notion about viral across is not more than an animation film with animated characters doing their part integrating it to the brand or product. But viral much more than it and one of the many medium of guerilla advertising has anyhow made the audience here really go crazy about.Viral presently is taken over its face value and not its sole characteristics- to be spread across. Its still unaware to many that a YouTub video can equally be a viral( probably are) which at the same point of time can not be a brand initiated exercise but instead be user made video which would be associated to a brand and created amateurishly.
Just because YouTube is hot does it mean people care about a marketing message that is stuffed on it. The content has to be great and relevant to the adolescent boys who are watching. Also an interesting mail can be a viral, if it has something which is there to be talked about, remember the cc. and bcc. Mails that welcome you and many of your friend in the address book.
A recent campaign for Diesel underwear got oodles of attention by creating a big audacious idea and seeing where it went. It seemed to have worked, with millions visiting the Diesel website, a lot of PR buzz and likely accolades at the Cannes ad festival. (This is in No WAY a animated film sent over the e-mail)
Henceforth it’s highly important to strategically plan a viral and question its need and wants to have its hit really- really lethal.

I’ll Sue Your Pixalated Ass

This is just a bizarre story.
A resident of virtual world Second Life is suing another resident for trademark and copyright infringement. The avatar Stroker Serpentine has taken exception to another avatar, Volkov Catteneo, for copying his software that allows one avatar to have sex with another. Sex bedsare, according to Second Life newspaper The Second Life Herald, a staple of the SC economy and the lawsuit claims that Catteneo has copied Serpentine’s version, which retails for the equivalent of about $45 in the virtual world, and is selling it for a third of the price, thus depriving the former of profits. Part of the problem for Serpentine is finding the identity of the person behind the Catteno’s avatar so he can sue his virtual ass.
This all leads to a the question of why would anyone pay money for their avatar to have sex?
Or am I just being naive?
Perhaps the lawsuit is a ploy by creators of Second Life, Linden Labs, to keep the publicity machine for it going for the virtual world and keep revenue coming in?
Or am I just being cynical?
http://www.punkmarketing.com.Friday, August 17th, 2007.

...continuing IT

Lets consider former approach and its goals. Ones sole workout here is around to create a buzz about the product in the market. Could be by any means and form so as a desire that drives one to go and check out a product or service ignites. In order to achieve it, one has to answer a simple question. Consequently it would make all things fall at right places as required. is still undergoing changes as you and me run our eyeballs through this and are undergoing behavioral changes every moment that passes.
WHY would anyone buy this? WHY is this better than the other at the shelf? WHY do we the consumer need a change WHY?
This WHY? Which gives the answer known as a USP, which in recent times has evolved itself into ESP and? WHY compromise? WHY this, WHY not that?
The more the why we confront; the clearer the picture tends to become. It’s critical to know the answers to all possible “whys”? Any one of them could come in the consumers mind and hold him /her back to buy a product until answered.
The second approach called the salesmanship is all about convincing and selling on the basis of one to one dialogue or conversation

IT HAS IT, IT HAS IT NOT

If it has all that makes it unique or distint, all that is needed is to draw them to it and rest all will be taken care of...
Its said to find this uniqueness or to create one which would be known as it and only its.This is often adressed as USP(Unique Selling proposition) which has further evolved as ESP(Emotional selling proposition) which is also further evolving to something new as you are goin through this. Its not the matter of "it" being only on the Good side or the Bad, for Good or Bad is just once perception towards various objects that are brought into his contact.An example taken, liquor being sour and bitter whose intake is never advised and in excessive may lead to subconciousness or unconciousness, it tastes bitter and sour at the first go but later is enjoyed and percieved to be a crucial part of every celebration.
Every product has its audience, only its needed to make one to the other.Out of billions, a few hundred thousand surely may have same taste, so all thats needed is to find those few hundred thousand either by reaching them or letting them reach to the product.
You reach them(after-effect of advertising) or they reach you(salesmanship) are two stratergies in the warfare wherein the latter is supposedly considered to be most promising and at the same time tactical one.They reaching you is presently the most practised excercise whereas you reaching them is a more traditional approach and a silent approach-untill recently before the birth of contact centers and their efforts, mastered by all the kingpins of the Advertising fraternity.

to be continued....