Homework 6

Q1. Rapaille's method of exploring 'why do people do what they do' seems to hint at deeper reasons for why we purchase the things we do. Contemplate this by looking at the things you buy and the decisions you make. Do you see instances that might go along with this line of thinking. Or do you feel he is just a con man trying to make some money of clueless corporations.

I agree with Rapaille's method of exploring, 'why do people do what they do,' because in my opinion, what people do does result to why we purchase what we do. The unconsciousness is in everything we buy whether we know it or not. For example, I would not buy Coach or Gucci, if I was not into high fashion. Especially if I did not believe in spending a thousand dollars on a product when I can buy a similar product from Wal-Mart that does not require me to go bankrupt, or vice versa. If a person believes it is about the name, or quality, spending a thousand dollars on one of those products is well worth it compared to the Wal-Mart brand. It is a matter of what people do or how they view things that determines what type of product will be bought by the consumer. Which is the whole purpose of a target audience. Knowing who your consumer is and what they like, or simply will buy. Knowing who to send your message to. In Coach, or Gucci's case, they would not target small town people who think high fashion is silly, but more city people who were raised around products of such high class and appreciate them more.


Q2. What about our friend from Fox News, Frank Luntz? He says he can give you the exact words that will sway people to vote one way or the other? Will this help us derive pinpoint and directed communication initiatives? And more generally how does political advertising affect you while voting?

He asks, 'What does the public want to hear?' Stating how the public will listen to all, and then will ask a lot of questions. How the language on issues should be words that are positive and make you feel good, motivational words. Language is 80% emotion and 20% intellect. Words like "death tax" is not quite motivational. Political advertising to myself and most people is not honest. I simply believe that they are going to say whatever it is you want to hear. Therefore, in my opinion, political advertising cannot necessarily be trusted.


Q3. What is narrowcasting? Why is this the future? Cite some examples of narrow casting.

Narrowcasting is portraying to very small audiences that receive very small focus messages. Some example videos are customized for small groups. It is the future because it strategizes on how to target everyone by small groups, whereas not just one person or large groups that reach only a few select people because it is not getting the message across effectively.