http://www.mpdailyfix.com/the-power-of-marketing-is-it-outright-trickery/ Opinions. Commentary. News. Thu, 11 Mar 2010 21:46:18 +0000 http://wordpress.org/?v=2.9.1 hourly 1 http://www.mpdailyfix.com/the-power-of-marketing-is-it-outright-trickery/comment-page-1/#comment-31873 Elaine Fogel Fri, 30 Nov 2007 17:00:23 +0000 http://www.mpdailyfix.com/the-power-of-marketing-is-it-outright-trickery/#comment-31873 Thanks for your comment, Venkat. You bring valuable consumer insight to our dialogs. We need that. Perhaps you're right and the better term is "manipulation" rather than trickery. Most marketers here will likely disagree with any terms that smack of "untruth." But, no matter what we call it, it has existed forever. I'm not sure I'd call it sad. It's human nature to be vulnerable to peer pressure, trends, and the need to look or feel important, smart, classy, rich, etc. Even the most confident and secure of us make purchases based on marketing angles. I'm a marketer and I admit that when comparing two labels of similar products, the one with the most description usually wins me over. And I write for a living! As we say in French, "C'est la vie." Thanks for your comment, Venkat. You bring valuable consumer insight to our dialogs. We need that.
Perhaps you’re right and the better term is “manipulation” rather than trickery. Most marketers here will likely disagree with any terms that smack of “untruth.” But, no matter what we call it, it has existed forever.
I’m not sure I’d call it sad. It’s human nature to be vulnerable to peer pressure, trends, and the need to look or feel important, smart, classy, rich, etc. Even the most confident and secure of us make purchases based on marketing angles.
I’m a marketer and I admit that when comparing two labels of similar products, the one with the most description usually wins me over. And I write for a living!
As we say in French, “C’est la vie.”

]]> http://www.mpdailyfix.com/the-power-of-marketing-is-it-outright-trickery/comment-page-1/#comment-31872 Venkat Subramanian Thu, 29 Nov 2007 19:37:13 +0000 http://www.mpdailyfix.com/the-power-of-marketing-is-it-outright-trickery/#comment-31872 I don't know if most of the people who posted comments are in marketing profession. I am just a consumer and it is very sad to see how consumers can be manipulated to buy products. Of course this manipulation would not be possible but for the biases of the consumers and their psychological preferences. Manipulation is not trickery in our dictionary, but it is downright sad to see customers buying products because some smart marketer wrote two extra flowery words about a product. Excellent article Elaine - I share your feeling! I don’t know if most of the people who posted comments are in marketing profession. I am just a consumer and it is very sad to see how consumers can be manipulated to buy products. Of course this manipulation would not be possible but for the biases of the consumers and their psychological preferences. Manipulation is not trickery in our dictionary, but it is downright sad to see customers buying products because some smart marketer wrote two extra flowery words about a product.
Excellent article Elaine – I share your feeling!

]]> http://www.mpdailyfix.com/the-power-of-marketing-is-it-outright-trickery/comment-page-1/#comment-31871 Elaine Fogel Thu, 29 Nov 2007 17:21:18 +0000 http://www.mpdailyfix.com/the-power-of-marketing-is-it-outright-trickery/#comment-31871 Thanks for these additional comments. I must admit, I chose a provocative topic and played devil's advocate to see where it would lead. I think this type of dialog keeps us grounded and focused on the professionalism of our work. Thanks for these additional comments. I must admit, I chose a provocative topic and played devil’s advocate to see where it would lead. I think this type of dialog keeps us grounded and focused on the professionalism of our work.

]]> http://www.mpdailyfix.com/the-power-of-marketing-is-it-outright-trickery/comment-page-1/#comment-31870 Andrew Tapie Thu, 29 Nov 2007 10:37:23 +0000 http://www.mpdailyfix.com/the-power-of-marketing-is-it-outright-trickery/#comment-31870 Hi Elaine, I think marketing is not trickery per say but people take advantage of the consumer ignorance to entice them in acquiring their counterfeits. An example is where in branding people try to find names that are similar to top brand. Say someone comes up with sany for sony. In most cases consumers are not so critical on the brand names. On the other hand not even do copy rights protect us from such bad products as it doesnt consider this a replication of sony products as they dont rhyme. This is common with asian products duplicating major brands.(most common in africa). This in the end becomes trickery. Hi Elaine,
I think marketing is not trickery per say but people take advantage of the consumer ignorance to entice them in acquiring their counterfeits. An example is where in branding people try to find names that are similar to top brand. Say someone comes up with sany for sony. In most cases consumers are not so critical on the brand names. On the other hand not even do copy rights protect us from such bad products as it doesnt consider this a replication of sony products as they dont rhyme. This is common with asian products duplicating major brands.(most common in africa). This in the end becomes trickery.

]]> http://www.mpdailyfix.com/the-power-of-marketing-is-it-outright-trickery/comment-page-1/#comment-31869 Eileen Thu, 29 Nov 2007 06:04:36 +0000 http://www.mpdailyfix.com/the-power-of-marketing-is-it-outright-trickery/#comment-31869 What do I think? I think I'll have some of those traditional cajun beans with rice! No, seriously, marketing is NOT trickery when it's done ethically. I am reminded of a phrase frequently uttered by Maxwell Smart in the 60's sitcom Get Smart: "If only he had used his genius for GOOD instead of evil!". That's what professional marketers should be doing... making products and services sound their best WITHOUT deception... or optimally position them vs. the competition (worked great for that #2 car rental firm!). What do I think? I think I’ll have some of those traditional cajun beans with rice!
No, seriously, marketing is NOT trickery when it’s done ethically. I am reminded of a phrase frequently uttered by Maxwell Smart in the 60’s sitcom Get Smart: “If only he had used his genius for GOOD instead of evil!”. That’s what professional marketers should be doing… making products and services sound their best WITHOUT deception… or optimally position them vs. the competition (worked great for that #2 car rental firm!).

]]> http://www.mpdailyfix.com/the-power-of-marketing-is-it-outright-trickery/comment-page-1/#comment-31868 Neil Anuskiewicz Thu, 29 Nov 2007 03:14:27 +0000 http://www.mpdailyfix.com/the-power-of-marketing-is-it-outright-trickery/#comment-31868 Whenever I make a purchase I do a lot of research on the Internet and look for reviews. I don't rely on one particular review but try to see if there is a pattern. This helps pick good products and services. Whenever I make a purchase I do a lot of research on the Internet and look for reviews. I don’t rely on one particular review but try to see if there is a pattern. This helps pick good products and services.

]]> http://www.mpdailyfix.com/the-power-of-marketing-is-it-outright-trickery/comment-page-1/#comment-31867 Cam Beck Thu, 29 Nov 2007 01:50:35 +0000 http://www.mpdailyfix.com/the-power-of-marketing-is-it-outright-trickery/#comment-31867 "Cam, I agree with you. We must stand behind what we market and face the consequences. But in reality, is it naive to think that every marketer actually believes in what s/he is selling?" I think it would be. But I don't know of anyone who believes that. Do you? "If you market potato chips for a major food corporation, is it selling out? Surely, it contributes to obesity in the world." In moderation, they certainly don't. Same goes for the alcohol example and alcoholism. Now, if their method of selling potato chips objectively encourages gluttony (or alcoholism) or otherwise targets those who are especially prone overconsumption, then I'd certainly say they're culpable. At some point people do have to take responsibility for their own actions. Not every bad decision people make is the fault of marketers, even though whatever it is that was misused may have in fact been marketed at some point. “Cam, I agree with you. We must stand behind what we market and face the consequences. But in reality, is it naive to think that every marketer actually believes in what s/he is selling?”
I think it would be. But I don’t know of anyone who believes that. Do you?
“If you market potato chips for a major food corporation, is it selling out? Surely, it contributes to obesity in the world.”
In moderation, they certainly don’t. Same goes for the alcohol example and alcoholism.
Now, if their method of selling potato chips objectively encourages gluttony (or alcoholism) or otherwise targets those who are especially prone overconsumption, then I’d certainly say they’re culpable.
At some point people do have to take responsibility for their own actions. Not every bad decision people make is the fault of marketers, even though whatever it is that was misused may have in fact been marketed at some point.

]]> http://www.mpdailyfix.com/the-power-of-marketing-is-it-outright-trickery/comment-page-1/#comment-31866 Elaine Fogel Thu, 29 Nov 2007 01:25:16 +0000 http://www.mpdailyfix.com/the-power-of-marketing-is-it-outright-trickery/#comment-31866 I'm enjoying this exchange. It's engaging. James, I like your analogy to makeup or clothing. We try to look our best to our "audience." I suppose that's what marketing is, too. Making a product or service look its best so it's attractive for purchase or behavior change. Cam, I agree with you. We must stand behind what we market and face the consequences. But in reality, is it naive to think that every marketer actually believes in what s/he is selling? If you market potato chips for a major food corporation, is it selling out? Surely, it contributes to obesity in the world. If you market wine, beer, spirits or bars, aren't you contributing to alcoholism? You get the picture. There may be something behind almost any product that could be negative. I know of a major drug store chain that's a subsidiary of a major tobacco company. Where does that leave the drug store marketer? I’m enjoying this exchange. It’s engaging.
James, I like your analogy to makeup or clothing. We try to look our best to our “audience.” I suppose that’s what marketing is, too. Making a product or service look its best so it’s attractive for purchase or behavior change.
Cam, I agree with you. We must stand behind what we market and face the consequences. But in reality, is it naive to think that every marketer actually believes in what s/he is selling?
If you market potato chips for a major food corporation, is it selling out? Surely, it contributes to obesity in the world.
If you market wine, beer, spirits or bars, aren’t you contributing to alcoholism?
You get the picture. There may be something behind almost any product that could be negative. I know of a major drug store chain that’s a subsidiary of a major tobacco company. Where does that leave the drug store marketer?

]]> http://www.mpdailyfix.com/the-power-of-marketing-is-it-outright-trickery/comment-page-1/#comment-31865 John Herrington Wed, 28 Nov 2007 21:48:33 +0000 http://www.mpdailyfix.com/the-power-of-marketing-is-it-outright-trickery/#comment-31865 Nice post, Elaine. It reminds me of the Pepsi Challenge taste test that they used to conduct at a water park when I was a kid. The Coke was always flat and hot while the Pepsi was packed full of carbonation and ice-cold. Nice post, Elaine. It reminds me of the Pepsi Challenge taste test that they used to conduct at a water park when I was a kid. The Coke was always flat and hot while the Pepsi was packed full of carbonation and ice-cold.

]]> http://www.mpdailyfix.com/the-power-of-marketing-is-it-outright-trickery/comment-page-1/#comment-31864 Cam Beck Wed, 28 Nov 2007 20:39:09 +0000 http://www.mpdailyfix.com/the-power-of-marketing-is-it-outright-trickery/#comment-31864 This example shows how important it is to understand that we are responsible for what we sell. We might be good at getting people to consume something or engage in a certain behavior, we must be comfortable living with the consequences. This example shows how important it is to understand that we are responsible for what we sell. We might be good at getting people to consume something or engage in a certain behavior, we must be comfortable living with the consequences.

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