Gerard Hastings, Director of the Institute for Social Marketing at Stirling University, has been an active spokesperson in the press recently on a couple of issues. First there's the article about Philip Morris' increasing experimentation with "experiential marketing" tactics.
'All that former advertising money has to go somewhere,' said one industry insider. 'The tobacco firms are looking to create extensive "design languages" in bars and clubs and other venues through the use of particular types of furniture or material which will make people think of their brands.'
Experts said such marketing was becoming increasingly popular. 'The more subtle the message, the more likely it is to be accepted,' said Gerard Hastings. [link]
Then there's the new Mattel global campaign (talk about brand extension!).
Mattel, the manufacturer of Barbie, will today unveil its first advertising campaign for a fashion range influenced by the famous figurine.
The clothes and footwear adverts, which are aimed at girls between three and eight, will screen more than 700 times over ITV, Five, Turner Group broadcasts and Nickelodeon until mid-November.
Johanne Broadfield, Mattel's director of licensing, said the adverts marked the next step in the reinvention of the Barbie name, which already counts a fragrance among its branded products. "Barbie is much more than just a doll," she explained. "We have evolved to be a true global fashion brand."
However, Professor Gerard Hastings, director of the Institute for Social Marketing at Stirling University, said: "Pester power is well-researched phenomenon and we have to ask whether it's right to pressurise parents in this way."
First, how does he get called so much on such a diversity of topics (yes, they are all marketing)? Two, how and why do reporters care what a social marketer has to say about these things? And perhaps most importantly, why does he always seem to get the last word? [Inquiring minds want to know.]
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