How would you rate a Ford? Do you place it among some of the coolest cars in the world? Probably not, but a Mustang is different. What this represents is that a product can have two reputations. There’s the manufacturer (Ford) and the product (Mustang). Our (my colleague Mooweon Rhee and I) studied this scenario and found that people can perceive the manufacturer one way but then they perceive the product in a different light. What this shows is that firms which may not have the best reputation can benefit by focusing more on building the reputation of the product instead of the reputation of the firm. You can read the article here: MIP-11-2017-0309
This year’s edition of Superbowl advertisements featured some fantastic adds from Alexa losing her voice to the Doritos advertisement. Critics have declared the Alexa advertisement as the unofficial winner of Superbowl LII advertising. I personally enjoyed the NFL ad featuring the NY Giants. However, in an unofficial poll by my class, the overwhelming winner was the “This is a Tide adl”. It may just be the demographic (18 – 21 year olds) but they identified with the main character from Stranger Things and found the parody to illicit hilarity. See for yourself.
This past fall students in Marketing 301 (Principles of Marketing) completed their augmented reality projects. The challenge was to use AR to its full benefit above and beyond a simple ad or a QR code. Anybody can scan a QR code and be taken to a video or a website, the challenge with AR is to use it in order to enhance a trigger image. I’ve posted two ads that did a great job at just that, to view the ads you’ll need to follow these instructions.
- First, download the HP Reveal app on your iPhone or Android phone. Then create a user account
- To view the first advertisement for Nike search for and follow kparker3
- Activate HP Reveal and scan the picture of the Nike shoe above
- To view the second advertisement for the Mercantile restaurant search for and follow damonkdixon
- Active HP Reveal and scan the picture of the menu also above
The new iPhone 8 comes with an augmented reality feature that allows the phone to transform static images such as a picture or the person sitting beside you to something that becomes more interactive. Users can fight a dragon on a basketball court, stand next to celebrities so that you can take selfies with them, or watch a baseball game and have the players stats appear right above their head during a live game. Typical 2D images are all around us but augmented reality allows us to add images to create a more dynamic scene. For example, if you’re at a baseball game wouldn’t it be neat to view the batter on your phone and have his likelihood of getting a hit appear on the screen next to his image, or perhaps you can you’re at a restaurant and you want to know what the items look like before you order them, augmented reality allows for an image to appear based on the static image. For more information check out this link.
This fall my independent study students have chosen to study the international trade in heavy weaponry. We’ll be focusing on heavy arms (planes, tanks, missiles, etc.) sold by firms in the U.S to customers overseas. In most cases the sale is to another country but in some cases the sale could be to a group located abroad. The topic covers the interests of the two independent study students (Anastasia and Jessica) and we can draw upon the expertise of our faculty member John Burrow. We have data on arms sales from the U.S to others, we’ll be combining that with other metrics to see if we can find patterns in what drives arms sales, where, and when.
We’ve all done it, something of ours breaks and we throw it away. The laptop we’re using no longer works unless it’s plugged in, the jacket you love has a broken zipper, or the dresser that you own has a broken drawer. Instead of fixing the problem or donating the product to someone else you decide to discard it. It’s easier to discard than it is to fix the problem, or you may be too embarrassed to donate a product that you wouldn’t use yourself to someone else. However, by discarding the product you contribute to the over 200 million tonnes of garbage that Americans discard each year. Many products (including the broken glasses on the left) are still useful: http://www.lionsclubs.org/EN/how-we-serve/health/sight/eyeglass-recycling.php. The key to preventing this waste is to think of products as a collection of independent parts rather than a whole that is reliant on all of the parts. Dr. Dave Kolar and I recently presented a study at the Marketing and Public Policy Conference in D.C which found that consumers are more likely to donate based on the level of product completeness. The more we view a product as complete the less likely we are to discard it. To see a summary of our study please click on the link: MPPC Poster – June 5 2017.