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Marketing with Pop Culture

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Connor McKinney

on 21 April 2014

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Transcript of Marketing with Pop Culture

Marketing Through Pop Culture
Impact of public figures

Consumer attitudes about products change due to celebrities

Social Media
Social Media
Social media has expanded the field of marketing
Anyone and everyone can use it as a tool
- introduce new products
- interact with customers
- increase market share

Today’s pop culture revolves so much around the music industry. Musicians make up a good portion of today’s celebrities, of which our society loves to idolize.
Why Pop Culture?
Everyone is connected to some form of pop culture.
Pop Culture is a way for people to come together and share common interests.
Movies, music, social media - hold huge implications for marketers
• Artists are being paid large amounts of money to represent a specific brand or in cases, multiple brands
Example Of Some Blogs I Came Across
Lily Allen's 'Hard Out Here" Music Video - E-Lites, an E-cigarette brand paid Lily to expose E-Cigs throughout video
Russel Simmons enlightens readers that McDonalds has offered rap artists money in exchange for the use of the word Big-Mac in songs
Britney Spears features her own products, including her 'Fantasy Twist Perfume' in her latest music video
Product Placement in musician's songs and music videos is a genius idea for marketers
Product Placement may lead to negative feelings towards a musician
Product placement has been has been prevalent in movies since the early 1900's.
Product placement contracts can cover a significant ammount of the budget for a production.
Corporations often own production companies and can cheaply place products in their own movies.
Data Analysis
Variety of blogs picked
Endorsed Healthy/Unhealthy products

Cognitive Coding Sheet
6/10 commented positively on Ad
4/10 commented negatively on Ad

Affective Coding Sheet
Most blogs averaged 5/6 on believability
Personal Bias
What I found that most blogs mentioned:
- Ease of use
- Cost of using social media
Effective Use
Know target market and what movies will bring them to the theater.
Collaborate with directors/writers to work product into plot of movie.
Beliefs and perceptions experienced during the movie are then transfered to product or brand.
Cognitive Coding Sheet
Cognitive Coding Sheet
Seven blogs mentioned the placement positively, two blogs negatively, one neutral.
Use celebrities of older generations to target toward them

Celebrities promote trends, not just products
Campaigns, Social Movements...ect.
Data Analysis
Affective Coding Sheet
Blogs were very believable ( Avg. 5.9)
Some blogs were interesting, others were repetitive (Avg. 4.4)
Cognitive Coding Sheet
Mentions Family Brand Name
Negative evaluation without comparison
Companies recieve quick feedback from customers
- love/hate new product or advertisements
- effect on sales
Always changing
- what platforms are coming next
- who will successfully adjust

Attention is focused on one large central source, the big screen. Guarantee accidental exposure.
Cross-promoting movies with brands in advertisements, and on shelves. Using characters as spokespersons.
Use to influence the industry as well - Chipotle's
Farmed and Dangerous, Super SIze Me.
Affective Coding Sheet
High score in the credibility of the posting (6.2 avg.)
Posts were entertaining as well (5.7 avg.)
Social media will be an effective, sustainable way to advertise, market to, and reach future generations.
Promoting brands and products through pop culture triggers thoughts of entertainment in the consumer, making them less aware they're watching an ad.
These thoughts are triggered again in stores during the purchase decision. The product is connected with the artist or movie star.
Full transcript