illustrates how marketers find the right way to communicate with customers.

The paper must be: two pages, double-spaced, with one-inch margins (the default in WORD is 1.25”), using a 12 pt. Times New Roman Font. Watch the Persuader’s Video and complete the worksheet. The video details the process to create advertising for a new airline. It also illustrates how marketers find the right way to communicate with customers. The video can be found at the PBS program called ‘Frontline’. “The Persuaders,” FRONTLINE explores how the cultures of marketing and advertising have come to influence not only what Americans buy, but also how they view themselves and the world around them. The 90-minute documentary draws on a range of experts and observers of the advertising/marketing world, to examine how, in the words of one on-camera commentator, “the principal of democracy yields to the practice of demography,” as highly customized messages are delivered to a smaller segment of the market.The video can be found at the link below. describes a marketing problem that we all experience as “clutter”.  What is clutter as defined in the video?Who is Song’s target consumer?What segmenting strategies did marketers at Song use to develop their profile?Kevin Roberts, CEO of Saatchi and Saatchi, makes the point that in the past brands were based on “er” words.  What did he mean by this?Douglas Atkin likened the relationship between consumers and brands to what other relationship?What is a Love Mark?Every year TV executives present their upcoming schedules and advertisers line up to buy commercial time.  What is this process called?Frank Lutz deals with political languages.  What 2 issues in America has he affected by changing the language that is used to discuss them?Naomi Klein—author of the book, NO LOGO, makes that point that brand managers get carried away with the idea that they are actually fulfilling needs people have for community and transcendence.  But at the end of the day the product is just a laptop or a pair of running shoes.  What do you think about this?  Can products provide that community that people desire?   Do some research—what happened to Song Airlines?

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