Fillis, I and Lehman, K (2023) OH, WHAT A TANGLED WEB THEY WEAVE. Journal of Customer Behavior, 22 (1-2). pp. 43-54. ISSN 1475-3928

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Abstract

We are going back to basics here. This is not because we are doubtful that the reader will understand our treatise. Rather, we seek to set out a basic framework, or logic even, that provides some insight into the practical, real world, outcomes when advertising, promotions and marketing professionals must go forth into the world and produce stunning television advertising campaigns that will tick ROI boxes while winning awards for creative cleverness. At the point when these newly minted professionals conjure their first strategy to capture the hearts and minds of the consumer one would expect they had a thorough understanding of the links between symbols and cues found in the societal landscape and the actual behaviour of consumers. To be fair, they probably will develop at least a working knowledge quite quickly (otherwise they will be fired), but one coloured firstly by the textbooks that they skimmed at university, all saying the same thing, and secondly by the lack of imagination fostered by the herd mentality within the marketing industry. Once ensconced in that domain they will witness the gratuitous use of the symbols and meanings from great civilisations to sell frequently inane goods and services to keep our late-capitalist machine running.1 Here they will also encounter, and squeeze the juices out of, the focus group and wonder why anyone takes any notice of the participants who emphatically decide red is the best colour for the new packaging despite the fact they are clearly arrogant and hate the product, and the client thinks they are morons.

Item Type:	Article
Uncontrolled Keywords:	utopia; marketing; advertising; storytelling; 1505 Marketing
Subjects:	H Social Sciences > HF Commerce > HF5001 Business H Social Sciences > HF Commerce > HF5001 Business > HF5410 Marketing. Distribution of Products
Divisions:	Doctoral Management Studies (from Sep 19)
Publisher:	Westburn Publishers
SWORD Depositor:	A Symplectic
Date Deposited:	05 Apr 2023 10:45
Last Modified:	30 Nov 2024 00:50
Editors:	Brown, Stephen and Ponsonby McCabe, Sharon
URI:	https://researchonline.ljmu.ac.uk/id/eprint/19225

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