serentity shine marketing plan ppt
TRANSCRIPT
Serenity ShineMarketing Plan1980s – 1920s
Serenity ShineMarketing Plan1980s – 1920s
Scott Mitchell
Yi-Ran Xin
Anna Gabard-Durnam
Scott Mitchell
Yi-Ran Xin
Anna Gabard-Durnam
Ideas of the Era- Ideas of the Era-
December 24 1906 - First extended broadcast of human voice over a radio transmission
Older Crystal set radios were replaced by more effective vacuum tube technology, facilitating the spread of radios into homes across America
December 24 1906 - First extended broadcast of human voice over a radio transmission
Older Crystal set radios were replaced by more effective vacuum tube technology, facilitating the spread of radios into homes across America
The Advent of Radio Broadcast
Ideas of the Era-Ideas of the Era-
Amidst a booming economy, affluent members of society saw consumer goods as a symbol of status
Consumers across the country sought to best one another with new and expensive goods and services, and also with their leisure times.
Amidst a booming economy, affluent members of society saw consumer goods as a symbol of status
Consumers across the country sought to best one another with new and expensive goods and services, and also with their leisure times.
Conspicuous ConsumptionConspicuous Consumption
Ideas of the Era-Ideas of the Era-
Youth began connecting with one another on a peer to peer level.
Nightlife became far more prevalent Birth of Jazz Conservative reactions Parental distrust for societies new direction
Youth began connecting with one another on a peer to peer level.
Nightlife became far more prevalent Birth of Jazz Conservative reactions Parental distrust for societies new direction
Youth Culture v. TraditionsYouth Culture v. Traditions
Musical Commercial Saves Wheaties From Extinction
With creation of radio, new media for advertisement
Illegal to directly advertise on the radio Incorporation of upbeat music
Musical Commercial Saves Wheaties From Extinction
With creation of radio, new media for advertisement
Illegal to directly advertise on the radio Incorporation of upbeat music
Product Example #1
Product Example #2Product Example #2
Kodak camera print ad Showed a move towards
advertising directly at women
(starting segmentation) Limited color in print ads Catch phrase: “Kodak as you go.”
Kodak camera print ad Showed a move towards
advertising directly at women
(starting segmentation) Limited color in print ads Catch phrase: “Kodak as you go.”
QuickTime™ and aTIFF (Uncompressed) decompressor
are needed to see this picture.
Successful ProductsSuccessful Products
Marketing boom means more consumerism overall
Advances in science leads to a market for health products (i.e. soap, disposable cups, paper towels, and feminine hygiene)
More leisure time made entertainment products more successful (mainly the radio)
Standardized food products were readily available and easy to use (i.e. Coca-Cola, Wheaties, etc.)
Marketing boom means more consumerism overall
Advances in science leads to a market for health products (i.e. soap, disposable cups, paper towels, and feminine hygiene)
More leisure time made entertainment products more successful (mainly the radio)
Standardized food products were readily available and easy to use (i.e. Coca-Cola, Wheaties, etc.)
Serine Shine®
A soap product (Serenity Shine ®) that sponsored a soap opera on the radio
Serine Shine® thoroughly cleans dishes leaving them clean while being gentle on skin, allowing the user maximum comfort while using the most effective product on the market.
Competition Other soap companies Lever Bros. Co. LUX
Pros: directions for product usage on ads Cons: ads are dull, full of text, doesn’t grab
one’s attention, only advertises in newspapers
Swift & Co. Wool Soap
Pros: no free alkali in the product, ads feature a large picture
Cons: made of wool, only advertises in magazines
Competition Super Suds
Pros: radio soap opera, “ you can use more because it costs less”
Cons: would not be the first soap opera (aired in 1931), therefore Serenity Shine would have an edge in developing a larger audience
Positioning Serenity Stories would be one of the first soap
operas (airing in 1929) Soap operas - dramas sponsored by a soap
company, had a plot involving some aspect of the product
Radio advertising: popular and catch consumer’s attention “With Serine Shine®, your dishes will never be dirty
again and your hands will feel as smoother than with those other soaps.”
Communication Strategies
The ad is distributed through the radio (sponsors the soap opera “Serenity Stories”)
Listeners of soap operas were generally middle to upper class females
Therefore the items advertised tended to relate to household chores
Advertising
By using the radio and a soap opera to advertise maximized company profit for reasons such as:
A broadcasted radio program costs less to produce than print ads
Radios were very popular (most families had one) and the advertisement could easily reach a wide audience
Works Cited:Works Cited:
"Emergence of Advertising in America." Duke University Libraries. Duke University. 16 May 2008. <http://library.duke.edu/digitalcollections/eaa/>.
Goodwin, Danny. "Old Time Radio Commercials." OTR Website Internet Articles. 15 May 2008. <http://www.old-time.com/commercials/>.
"Emergence of Advertising in America." Duke University Libraries. Duke University. 16 May 2008. <http://library.duke.edu/digitalcollections/eaa/>.
Goodwin, Danny. "Old Time Radio Commercials." OTR Website Internet Articles. 15 May 2008. <http://www.old-time.com/commercials/>.