Chapter 15 Flashcards
Compatibility
Matching an innovation or product with the consumer’s lifestyle.
Innovators
People who are always on the lookout for novel developments and will be the first to try a new offering (Cath’s brother is an example).
Reality Engineering
The process whereby elements of popular culture are appropriated by marketers and become integrated into marketing strategies.
Fashion Lifecycle
The stages in the life of a fashion as it progresses from introduction to obsolescence.
Product Placement
The insertion of specific brands or the use of brand names in movie and television scripts.
Cultural Production Systems
The set of individuals and organizations responsible for creating and marketing a cultural product.
Fad
A very short-lived fashion.
Dynamic Discontinuos Innovation
A product change or new product that requires a moderate amount of adaption by the adopter.
Early Adopters
People receptive to new styles because they are involved in the product category and place high value on being in fashion.
Trialability
The ability of consumers to try a product before they purchase it.
Continuous Innovation
A product change or new product that requires relatively little adaptation by the adopter.
Advergaming
The merging of online game with interactive advertisements featuring real products.
Fashion System
Those people and organizations involved in creating symbolic means and transferring these meanings to cultural goods.
Cultural Formula
A media event in which certain roles and props tend to occur consistently.
Observability
The level of product visibility.
Diffusion of Innovation
The process whereby a new product, service, or idea spreads through a population.
Discontinuous Innovation
A product change or new product that requires a significant amount of adaptation by the adopter.
Relative Advantage
The benefits a product can provide over other competing products.
Complexity
The level of product difficulty to understand or use.
What is “culture”?
Culture is society’s personality and the shared meanings, rituals, norms and traditions among the member of an organization or society.
Instruments of “Movement of Meaning?”
- Advertising and Fashion Systems
2. Consumption Rituals
Destinations of Movement of Meaning?
Cultural Values and Symbols –> Consumer Goods –> Individual Consumer
What are some characteristics of fashion/popular culture?
- Evolving choices
- Style begins as risky by small group, but begin to spread.
- Cultural products travel widely
- Influential media people decide which will succeed (Ie. OPRAH)
- Most styles eventually wear out or are replaced.
Three major Culture Production Systems (CPS)?
- Creative system - Ex. Music, movie etc.
- Managerial subsystem - Ex. Producer, manager etc. (Warner Records)
- Communications subsystem Ex. Advertising and publicity agencies
Examples of Cultural Gatekeepers?
Casting directors, textbook authors, opinion leaders, friends, family etc.
_________ __________ are responsible for filtering the overflow of information and materials for customers.
Cultural Gatekeepers
Example of high and low culture blending together
Costco sells fine art prints of Picasso
______ _______ churns out products for a mass market; aiming to lease average taste of undifferentiated audience
Mass culture. An example of this is “No Name” brand products which are meant for mass market use.
What makes advergaming successful?
- Marketers can track usage and conduct market research.
- Games and products can be tailored to user profiles
- Gamers are more sophisticated and represent the general population.
- Format gives advertisers great flexibility
- Online games are merging with interactive ads - better targeting
Types of Adopters
- Innovators
- Early Adopters
- Early Majority
- Late Majority
- Laggards
These type of adopters are traditionalists, locally orientated in terms of their networks and are less educated and older.
Laggards
These type of adopters are venturesome, less risk averse, younger, higher income, better educated and active information seekers.
Innovators
These type of adopters are skeptical consumers, doubtful of the benefits of adoption.
Late Majority
These type of adopters are highly involved with trends. Opinion leaders within local reference groups.
Early Adopters
These type of adopters are deliberative decision makers. They rely heavily in interpersonal information sources.
Early Majoirty
List the five prerequisites for successful adoption.
- Compatibility
- Trialability
- Complexity
- Observability
- Relative Advantage
What are “Cultural Categories”?
Culture makes distinctions between different times, leisure and work, and gender. Ex. The Western Look, Novelle Cousine, New Wave, Modern.
The Economical Models of Fashion?
Supply and demand - parody display, prestige-exclusivity effect and the snob effect.
The six steps in the “Normal Fashion Cycle”
- Innovation
- Rise
- Acceleration
- General Acceptance
- Decline
- Obsolescence
Guidelines for long-term trends (not fads).
- Fits in with basic lifestyle changes
- Real benefit should be evident
- Can be personalized
- Not a side effect of carryover effect
Important market segments adopt change.
