Tag Archives: Advertising

When Gas Becomes Cheaper, We Buy Premium!

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how-to-save-money-on-gas-autonan-com

I am continually fascinated by consumer behavior.  And just when I think I have it pretty much figured out, a new finding shows that there is so much to learn.

“When gas prices fall, Americans reliably do two things that don’t make much sense.  They spend more of the windfall on gasoline than they would if the money came from somewhere else. And they don’t just buy more gasoline. They switch from regular gas to high-octane.”

Click When Gas Becomes Cheaper, Americans Buy More Expensive Gas to read the full article.

Tough Love and Truth about the Ad Industry

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Pepsico President — Global Beverages Group, Brad Jakeman  

and

Harley-Davidson, Chief Marketing Officer Mark-Hans Richter “truth tell”  about the ad industry.

“The Lack of Diversity” —

“I am sick and tired as a client of sitting in agency meetings with a whole bunch of white straight males talking to me about how we are going to sell our brands that are bought 85% by women,” he said. “Innovation and disruption does not come from homogeneous groups of people.”

“Fake Fight: Millennials vs. Boomers” — Why limit (your) growth to marketing directed to young adults?

“Youth does not own cool. Youth does not own growth. Youth does not own innovation or disruption.” he said. “Old people are a growth market, too.”

The article, Pepsico Exec Has Tough Words For Agencies, underscores issues that have long been prevalent in the ad industry.

Chief among these is diversity or more appropriately, the lack of diversity within the industry.

Whether the target audience is African- American, Latino, Asian, Women, LGBT or combinations including one or more, your agency has to have knowledgeable staff in order to effectively connect.

 

The Thing About Aunt Jemima

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I’ve got this thing for Aunt Jemima.

Long before Oprah, Aunt Jemima was the first Black female icon to gain welcome entrance into homes across America, both Black and White.

This dates back to the late 1800’s.

I acknowledge and disavow the negative racial stereotypes associated with the early incarnations of Aunt Jemima.

Admittedly, my fascination has more to do with the power of the brand – Aunt Jemima empowered and inspired consumers, making them believe that they could capture “her special magic” simply by adding wet ingredients to a dry mix.

There are three Aunt Jemima print ads, circa 1943, on my kitchen wall.

They remind me, daily, that as advertisers, we have a responsibility to help craft responsible messages that are authentic, relevant, engaging and absent of offensive and derogatory stereotypes.

For additional reading on the subject, check out —

Slave in a Box: The Strange Career of Aunt Jemima by M.M. Manning

The Grace of Silence, A Memoir by Michele Norris, whose grandmother portrayed Aunt Jemima, selling pancake mix to midwest housewives

Black Characters in Search of Reality, A New York Times Opinion by Brent Staples