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Selling Youth. How Market Research at the J. Walter Thompson Company framed what it meant to be a child (and an adult) in 20th Century America

Автор:   Stephen G.
мягкая обложка
268 страниц
2010 год
Издательство:   Книга по Требованию
3231 руб
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Описание:The discourse of perpetual adolescence has always been present in advertising but came to prominence after WWII when drastic changes in population and the emergence of a new middle class were influential factors in shifting ideologies surrounding what it meant to be a child, a teenager, and an adult. One of the largest advertising agencies of the twentieth century J. Walter Thompson, and their practices in consumer research with Behaviorist John B. Watson, the Consumer Panel, and the Personality Profile Project, suggest that in the Post War period advertisers aimed to further expand the youth market into the more profitable age category of 25-44 year olds by selling “youthfulness” to adults. The marketing discourse of “perpetual adolescence,” describes the ways in which the advertising industry trains all people, young and old, to be consumers of “youth” in a marketplace that privileges adolescence over adulthood; with ultimate goal of achieving access to an adult wallet that is controlled by a consumer with child-like sensibilities. The result was the creation of a youth market based not on age but on feelings and lifestyle.

Orthomol Immun Junior Сила иммунитета на страже Вашего ребенка Orthomol Immun Junior Сила иммунитета на страже Вашего ребенка

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Make Winning a Habit

In addition, sales БЂњhuntersБЂ« hurry down the road to the next prospect company because what is qualified for long-term account management is not qualified for a short-term quarterly-driven БЂњhunter.БЂ« This is why БЂњhuntersБЂ« usually donБЂ™t make good account managers. Collaborate One way to elevate your value from commodity to strategic is to collaborate with the client on product or strategic initiatives. This requires working on issues other than just your product. It may mean logistics, marketing, codesign, new markets, integration, or innovation. This is a very powerful model for raising value and has led to technology tools for product configuration, change orders, design, and collaboration through an entire supply chain. I meet a lot of sales managers on airplanes. I remember flying into Minneapolis, sitting next to a sales manager for a paper company. Of course, I asked him, БЂњIsnБЂ™t it hard to sell a commodity like paper these days?БЂ« He responded, БЂњI have about 1,200 other salespeople in the commodity division ...»

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