Blog Entry #4 Approaches to Marketing Research Methods

By: Matthew Larson

                Marketing research is the basis to all marketing concepts.  It is a tool that helps business flow and allows companies to understand consumers.  Through constant study it is the idea that trends can be made and through extensive research new methods of marketing can be developed.  With understanding comes a battle of numbers and figuring out whether something is qualitative or quantitative.   While consumers maintain a consistent buying habit, research continues to grow and expand.  It is hard to determine if information being gathered is tangible or not.  Validation plays a key role in gaining trust from the consumer. 

Marketing research also plays a critical role in the financial end of businesses and their relationship to the consumer.  By spending money on research companies can make money back by effectively.  Financial gains can also be made with the information gather.  Knowing where consumers are going to be putting their money can greatly affect the marketing concept a business will come out with.  So by knowing where people have been, the marketing messages can be driven to tell a consumer where to go.  This completes the cycle of consumers putting their money in and getting it back through information gain in purchases made by customers.  Such companies that handle all this research and manage all this information make up a 5.5 billion dollar revenue sharing.  That means that research and understanding consumer behavior is a major part of marketing functions.

                Advertising research defines objectives of products and gives clarity and understanding of target markets, product placement and advertising media.  Target markets are a wide variety of consumers that buy a certain product, or even maybe an entire brand.  Business objectives are more directed towards how to gain competitive advantages over another brand or business in the particular industry.  Research also gains insight to what other brands or products are doing to maintain their image or even become better.  The objectives are all similar from business to business.  All businesses need to stay competitive with one another to maintain a healthy consumer environment. 

                Evaluation of research is done by numbers and how much consumers will buy on any given day or week.  Paying attention to trends, being aware of what competitors in an industry are doing, and finding comparative data between market leaders are all very time consuming processes.  Therefore, companies hire specific businesses to handle the large volume of information.  A company such as Hoover’s (http://www.hoovers.com) handles 40,000 companies marketing plans and research.  That’s just one major marketing research firm.  There are many more that handle specific companies and brands.  With all that data being handled by just one firm.  There is a better understanding for where economic trends are going and if a business is successful with a campaign.

                Marketing research is the function that links the consumer to the business and the business to the research information based on consumer history.  The cycle is ongoing, constant information is being utilized to persuade and pursue new clients(http://www.marketingresearch.org/).  Consumers continually change their buying habits.  This is caused by the rapidly changing technology and new innovative delivery mechanisms. 

               Time is the real factor for marketing research, time changes everything.  As consumers shift in age, buying habits, and taste change.  Marketing research will continue to be as adverse as marketing itself, and while it is certain that the information obtained overtime might help predict future trends, the ever changing consumer world will be driven by marketing efforts themselves.

Blog #3 Explaining Advertising through Theory

By: Matthew Larson

            Advertising is made up of many ideas and thoughts.  These thoughts and ideas are processed by consumers through messages displayed in advertising.  With so much diversity on how these messages should be delivered, many theories have been generated.  But, it goes much deeper than just messages being received by a consumer.  Consumers have been adapting to the way messages are presented for since advertising began.  Over time there have been shifts of persuasion through certain channels of needs identification.

            Maslow’s Hierarchy demonstrates these needs with a pyramid.  At the bottom of the pyramid is the physiological need.  This need deals with consumer’s most basic needs.  Shelter, food, and the most basic essentials are a necessity.  Next, the second layer deals with safety.  Consumers are driven by habit to remain safe with most products that are purchased.  The last three with dominate the top of the pyramid are love/belonging, esteem, and self-actualization.  People possess certain perceptions about how they will be seen from many viewpoints.  While it is certain that humans will not change their habits of buying certain products, it can be derived that this is something that advertisers model their messages after. 

            It is thought that the post-world war period is what influenced this theory.  People view themselves in terms of classes, and life stage.  By knowing and utilizing this; advertising could be tailored to meet the needs of consumers based on the category the product would be placed in.  Super markets soon became the melting pot for most advertising.  With the most basic, to the most wanted needs available at super markets.  Advertising became competitive with the knowledge and understanding that consumers have a set of needs.  Competition led to the development of brand families.  This was created to manage specifically targeted items that consumers frequently purchased. 

            Values were also established as a separate theory.  The idea was tied together with lifestyles and lifestyle changes.  It resulted in the VALS assessment created by the ad agency Young and Rubicam.  Using VALS requires the four C’s, Cross Cultural Consumer Characterization.  Through survival, escape, security, status, control, individuality, and self-expression, it is easier to decide on what values mean the most to people.  Attraction to different brands is played out through the 7 levels of value.  But, this attraction can be identified through what type of message consumers respond too. 

            Consumers also respond to the communication style.  This is the way in which a message is translated to the consumer.  It can be done through tone of voice, use of space, color, dictation and mood of the ad.  Certain keywords have also been found to work better than others.  In Rob McMinn’s interpretation of theories he states that words such as “healthy” and “simple” are words that consumers find most attractive in recent years.  Throughout the years people have responded to the reflection of the economy and how global and national governments have run.  When money is tight, words have been used to ease this emotional stress; nevertheless it proves that people won’t change their habit of spending money as long as the messages are tailored to their situation. 

            Security is also a theory in itself.  The security of consumer’s well-being exists because they know that products will be delivered the same way every time.  Same with the messages that display the products, people desire a need for consistency.  Sometimes stepping outside the lines and having a powerful message will reach consumers on more than an emotional level.  But, it can be certain that while consumers remain habitual with their buying process.  Security also assists with the status of something.  When a brand has established itself with a good reputation, its status remains solid until a new product or something different evolves and replaces it.

            Theories of advertising remain as adverse as the messages they represent.  Through constant study and an initiative to further understand consumer’s behavior there will always been advancement in theory.  Progression and technology have rapidly assisted in this understanding.  Advertising had already supplied consumers and businesses with enough theories and knowledge that only understanding it more will make unstoppable in the marketing world.

Blog #2 Changes: A Perspective on the History of Advertising

By: Matthew Larson

            Advertising has changed dramatically throughout its long history.  It has shown bold messages with enormous amounts of diversity over time.   The oldest forms of advertising date back to before America was even colonized. As times changed and people evolved, the messages being sent to people had to be more persuasive and powerful.  Technology was the main driver of how people viewed and responded to advertising.  During the 50’s when television first became popular, messages were heard and many people got to visualize what the advertisement was describing to them. While it is certain that when the television came out, advertising would be forever changed; there is still a place for other types of media to translate messages.

            Back in the early 1830’s a publisher for the New York Herald named James Gordon Bennett revolutionized advertising by utilizing advertising to lower the cost of newspapers.  This idea changed how long a newspaper would advertise a certain message.  By doing this, advertisers could determine the effectiveness of the messages from week to week or in some cases on a daily basis.  Bennett also understood the entertainment value behind having ads that changed constantly.  Bennett knew that because there were very few magazines and radio outlets, his newspaper could benefit from having attractive advertisements.  They were looked at for days and weeks after the initial issue date to see if there were effective messages. 

Along with the newspapers, other businesses also turned to advertising. Large department stores in rapidly expanding cities, assistend in creating new advertising styles.  Total advertising volume in the United States grew from about $200 million in 1880 to nearly $3 billion in 1920.  Clearly advertising was changing the way Americans spent money.  With money becoming a larger factor, advertising agencies were started to manage high profile clients and businesses.  High demand for specific marketing concepts grew and triggered a new area of copywriting thoughts, ideas and artwork displayed in ads. This led to the growth of American knowledge and a control of Advertising over Media.  

Usually the ads are trying to sell a product or basic idea, but this is only an initial response to the question. Does it aim to persuade readers to buy something for the first time or to switch brands? The tobacco industry, has consistently stated that the ads for their cigarettes are aimed at maintaining brand loyalty or inducing smokers to their products. The most famous movement in target audience came in 1955, when the Leo Burnett agency rejunvinated advertising for Marlboro cigarettes. Burnett introduced the Marlboro man, which portrayed a model of rugged a cowboy on horseback, smoking “a cigarette designed for men that women like.” Marlboro eventually became the world’s top-selling cigarette brand. The Marlboro man became a recognized icon for many years to follow.

            Television advertising is the most recent and most popular form of marketing in the 21^st century.  Networks get paid to place advertisements in certain time slots to reach target markets.  This works out for marketing firms, businesses and network television stations, because everyone is eventually profiting from the advertising.  The marketing firm’s job is to create an effective message; overtime ad agencies have evolved in their deliveries and creativity of messages to effectively reach different target markets.  This reflection of businesses has positively helped growth and stabilization, it will continue be the largest way to reach consumers.

            Advertising will always change and develop new areas to display marketing concepts.  This history of ads has changed dramatically and is a direct reflection of how technology and consumers have evolved.  Continuation of this is critical for businesses as they are as advanced as the consumers.  New ideas and advancement will determine whether or not a company can survive in the ever-changing advertising world.

References

A Brief History of Advertising in America, by: William M. O'Barr http://muse.jhu.edu/journals/asr/v006/6.3unit02.html , Advertising Educational Foundation 2005

Fleming, Thomas. "How It Was in Advertising: 1776-1976", Chicago: Crain Books, 1976 p.6

Goodrum, Charles and Helen Dalyrmple. Advertising in America: The First Two-Hundred Years. New York: Harry N. Adrams, 1990

The Ever Changing World of Marketing and Advertising

Issues in advertising exist globally.  The issues begin with placement of advertisements in specific media outlets.  Certain ads can’t be placed on T.V. during certain times of the day because of censorship.  However, marketers have still been able to establish way of getting messages across to mediums of viewers.  “Sex sells” is an idea that we as humans are still animals and creatures of sexual habit; therefore, our response to skin drives us to want certain products, or pay attention to an idea.  Since marketing is considered a form of education, we as students/consumers are driven to believe in what is presented in front of us.  Not everything will always appeal to everyone in every market.  However, if just one person in each market can be reached, then the advertisement has worked and done its job.  Consumers are the biggest marketers for companies, because if our friends are doing it, then we want to do it.  It’s the classic case of monkey see, monkey do. 

                Globalization of products and ideas has also hurt some traditions.  The Western influence in China has some Chinese worried about the customs and values of their nation, according to a case study about Shanghai advertisements by Aubrey R. Fowler III, published in a ________.  With businesses like McDonalds, KFC and Coke making their mark in foreign countries, we begin to see a trend of WWAD, also known as "what would America do?"  As marketers, we set the trend of what everyone believes or buys into.  An example of this was when women started cutting their bangs straight across the brow line.  It was a trend that stuck around for a year, and then the trend faded as it should.  New ideas and innovation pushes out old and provides new for consumers.  With behavior changing daily and weekly, marketing efforts have become advanced to the point where with the assistance of technology we can get up to the minute statistics on what people are buying and how products are being used. 

                 Many marketing concepts never reach consumers because of the riskiness of the message.  However, businesses like Victoria’s Secret can place products on models to have them perceive a specific type of beauty.  This gives the consumer a perception that, that is what they have to be in order to obtain the product, or the message could be that this is the social perception of this particular product.  On the other side of this is Fruit of the Loom; their message displays that anyone of any shape or size can wear the products and feel comfortable about wearing them.  Both of them display the same message and are definitely of different quality.  But, which penetrates the market with a more effective message?  I asked several friends that were both male and female about the products and while males can’t really relate to Victoria’s Secret products, the ideas of the products were more shifted towards Fruit of the Loom.  Why? Because the message was better received. 

                In recent advertising news, Kraft has had to re-think its marketing concepts in the North American market after its split from the snack foods unit.  The split comes with a great deal of opportunity.  Kraft is determined to continue marketing in the grocery markets by effectively separating its foods, snack and beverages.  This separation will allow each area to market specifically to that niche.  While it is unknown what the outcome will be, Kraft Foods CEO Irene Rosenfeld has a positive outlook.  "If you believe that there is a new normal of slower consumption growth in North America -- and we do -- certain capabilities will be even more important in the future" said CEO Irene Rosenfeld in a recent issue of Advertising Age.  By going through this process Kraft hopes to take its businesses to higher levels of competition in a more global environment.  http://adage.com/article/news/kraft-market-grocery-business-split/229658/

                Advertising and marketing is an ongoing, changing environment that many of us adapt to on a daily basis.  We are driven towards products and then quickly turned away from them.  Behavioral changes in consumer attitude will continue to push the evolution of how messages are received and perceived.  It is our job as both marketers and consumers to level the playing field with effective marketing strategies.

Late Summer Tips and Tactics for Producing Quality and Quantity

Most walleye anglers feel as though there are really only two time frames that sizeable walleyes will bite and provide numbers to the equation.  However, with my recent experience there is another time frame that begins in the middle of July and proceeds all the way through August into the turnover period of September.  During this time frame water temperatures exceed mid-70's to mid-80's depending on depth of water and clarity. 

With the water being so warm this triggers hatches of bugs and also helps promote algae bloom for some lakes.  Therefore, fish become intensly active at particular parts of the day.  I am sure most everyone is aware of the dawn, dusk period of feeding and low light,  but there is another time of day that most anglers give up on.  In my world the lunch bell rings around noon, this can work the same for walleyes.  On most northern Minnesota lakes walleyes with generally be shallower in low light conditions.  What if they never left those shallow areas?  What if the forage was so plentiful that these fish started feeding actively all day long?  To test this theory I fished day long periods for several weeks in a row. 

Here is what I determined, clear lakes provided an abundance of walleyes ranging from 14 to 18 inches in size from the time of 4:30 a.m. to 9 a.m. As the morning progressed the fish got bigger in size, but the numbers were still there.  The way I caught all these walleyes were with a different array of walleye spinners produced by different companies.  All tipped with half a crawler and most of the spinners had a two hook harness, ones that weren't were tipped with an even smaller piece of crawler.  These fish were so active that the bait could be minimal and the fish would still be hit it hard.  Fish that were bigger in size tended to be located in the same depth range.  The biggest fish that we produced came in the middle of the day.  All were caught from noon and there on,  these ranged over 24 inches in size, the numbers appeared weaker, but the aggressiveness never changed. 

This went on for several weeks in a row, locations never changed and the pattern remained consistant even through changing weather fronts.  Colors mattered depending on the light penetration on given days.  Rain and wind made the fish bite even harder and still days would slow things down somewhat.  Wind direction determined where the bait fish would be on certain locations but for the most part wind direction was irrelevent.  The most important factor through all of the fish caught was proper depth and proper speed.  The speed being traveled was 1 mph to 1.3 mph.  Any slower or faster and the fish would just not simply bite,  precise weights also proved to be a key factor,  a Lindy No-Snagg or Northland Rock-Runner, 1/2 ounce in size were the favorites in my boat. 

Walleyes may have two favorite periods where they bite extremely well, but now there is a third period, and for most walleye anglers, your favorite walleye lake will produce just as many fish, during the late summer months.  Don't rule out the possibility of putting a mid-summer pattern together and then sticking with it through to fall turnover.  These fish have schooled up and chase baitfish,  and if the baitfish don't migrate to different spots, then the fish have no reason to move either.  So try the techniques presented on your next trip and enjoy the water.

Muskies and Northern Pike Provide Mayhem In Many Diverse Situtations



Photo By: Landon Hoffman



For those fisherman looking for the ultimate rush and a solid fight, look no further than the muskellunge.  Muskie’s are known as the fish of 1000 casts.  Muskellunge will eat fish, ducklings and even small muskrats. It waits in weed beds looking to ambush is prey. With a keen sense of sight the muskie then attacks and gulps down the stunned or dead victim head first.  Muskie’s are light silver, light green or light brown colored and usually have dark bars running up and down their long bodies. 

            In addition to their sight, muskie’s use their lateral lines to find food. This is a series of small holes with hairs inside that are scattered around their body surface. When something moves in the water it wiggles the hairs, and the fish can tell a meal is nearby.  Muskellunge are found primarily in clear lakes, slow-moving rivers, and backwaters.  Muskies tend to stay in a home territory rather than range widely.

            They prefer clear water with a temperature of 68 to 72 degrees.  Since muskies prefer larger prey to satisfy their diets, I would recommend any type of bait that had a lot of vibration and colors.  Popular colors commonly used are orange and green colorations.  Along with spots and stripes this will entice and trigger bites.

            Closely related to the muskellunge is the species called Northern Pike.  With similar physical characteristics the Northern Pike is more commonly known and caught by anglers.  The quickest way to tell a northern pike from a muskie is to note that the northern has light markings on a dark body background, while muskie’s generally have dark markings on a light background.  Built for quick acceleration, they ambush prey from cover, seizing fish with needlelike teeth. Northern pike can't afford to expend that amount of energy in pursuit of prey; therefore they concentrate their efforts on larger forage. 

           Common foods are yellow perch, tullibee, suckers, minnows and other northern pike. Though northern pike eat sunfish and bass, they prefer more cylindrical fish. Northern pike also eat leeches, frogs and crayfish. Small northern pike remain in shallow weedy water through much of the year. Large northern pike move deeper as summer progresses, seeking oxygenated water of 65 degrees or cooler.

          Typical colors include perch color variations and fire tiger colors.  These are vibrant in the water and can be seen in murky or clear conditions.  One thing to consider when fishing these species of toothy fish is your children or if there are going to be children present.  These big fish can cause a lot of commotion once hooked.  Therefore, it is always a good idea to be mindful of children, especially around the giant sized hooks used to catch these big fish of prey. 



Riggin' and Jiggin' for Walleye Opener

Minnesota's walleye opener is quickly approaching, with less than a month to go walleyes have began spawning and are moving to find shallow rocky areas.  By walleye opener fish will have spawned and will be in the post spawn stage.  Post spawn walleye can be somewhat docile in nature, therefore subtle jigs and rigs hovered over a fish will produce a strike!

Effective way to rig these post spawn walleye's are to rig with colors that are popular on the lake you are fishing.  If you do not know the particular color for your lake then I would suggest starting with red, gunmetal, bronze or silver colored hooks.  The key here is to make the bait appear as natural as possible.  Early in the season minnows and leeches are two popular baits, water temperature will dictate if leeches will be an effective bait, however there is still a good chance that a walleye won't resist the dance of a leech.

Photo Taken By: Alex Larson MLMP

Since these fish will be coming from the shallows, they won't have moved far from those spots.  Position yourself adjacent to these spots and fish anywhere from 5 to 15 feet depending on your particular lake.  Also, rocks and gravel are not the only place to find these fish, weeds have become an major area to provide walleyes post spawn shelter and weeds also provide opportunities for forage.  Both offer great opportunities for post spawn walleye action. 

On lakes with more rock areas, jigs are a more effective way to catch walleyes.  Jigs come in a variety of sizes and offer immediate response when a fish bites.  Also, jigs can be fished several different ways, casting, popping, snapping, and vertical are the most popular.  All give you a particular action and trigger different bites.  Never-the-less, walleye season is here, so get out and enjoy the opener and if effectively used, this information should put fish in your boat.