In this article, expect editorializing supported by sources such as YouTube.com, Advertising.About.com (Apryl Duncan, Editor), and IMDB.com.

Celebrity: Kirstie Alley Product: Jenny Craig Diet Food System
Expertise: minimal education in nutrition, but she was once a competitive swimmer
Trustworthiness: middle-American women love her accessibly casual humor
Liability: Having once had the discipline to swim 3-4 hrs every day, and a previous 3-year endorsement of Pier One, Kirstie might have been a minimal–risk choice.
Appropriate Physical Attractiveness: As America’s 55 year-old Fat Actress, with a past role as an attractive bar manager on the long-running primetime hit, Cheers, Kirstie could be easily seen as an appropriate role model for middle-aged women who need to loose significant amounts of weight. Kirstie’s humor is an important bonus, as weight loss can be an extremely frustrating and complicated process for many mature women.

Celebrity: Bill Cosby Product: Jell-O
Expertise: Doctorate in Education from the University of Massachusetts, and a dad onscreen and off. Also the author of a comic, self-help book, “Fatherhood�
Trustworthiness: After the successful Cosby Show, most of Americans wanted to have (or be) the father that Bill Cosby portrayed on his sitcome.
Liability: After 30 years as Jell-O’s spokesperson, Cosby is THE FACE of Jell-O.
Appropriate Physical Attractiveness: Perceived in America as the educated, white-collar, eternal African-American patriarch of pop culture.

Celebrity: Ellen DeGeneres Product: “My Life, My Card, American Express�
Expertise: Comedy, Gay/Lesbian Rights
Trustworthiness: As a popular daytime hostess on primetime television, a famous lesbian, and a recent animated movie star (Dori in Finding Nemo), Americans have witnessed the unique and often courageous lifestyle of Ellen DeGeneres. A Disney favorite, she is the hostess for several themepark rides, including the Dinosaur (Energy) Pavilion at Epcot. Families and the gay/lesbian community love her.
Liability: Right-wing consumers might react negatively, but this might be of little concern considering the current anti-Bush political climate.
Appropriate Physical Attractiveness: She’s the quintessential counter-archetype to the stodgy-businessman persona that has been so overused by credit cards and financial institutions.

Celebrity: Joss Stone Product: GAP
Expertise: British pop singer, discovered by Elton John
Trustworthiness: Stone’s predecessor, Sarah Jessica Parker (of Sex in the City fame), was fired from her three-season $38 million deal, the first multi-season deal the company has ever signed with a celebrity.
Liability: Stone, a fresh-faced music celebrity was a short-lived endorser. GAP has moved on to a widely-distributed, politically-conscious campaign showcasing multiple celebrities (including Oprah Winfrey) buying ruby-colored products to raise AIDS awareness. Also, GAP resurrected Audrey Hepburn this season to introduce the Skinny Pant, a 1980s flashback in fashion.
Appropriate Physical Attractiveness: Young, thin, earthy, soulful, original.

Celebrity: Catherine Zeta-Jones Product: T-Mobile
Expertise: Actress, Singer, Dancer. Little to no technical expertise.
Trustworthiness: Zeta-Jones replaced Jamie Lee Curtis when VoiceStream Wireless rebranded itself with the T-Mobile moniker. Zeta Jones’s deal with T-Mobile began in 2002 and has been the longest celebrity spokesperson deal in the wireless industry so far. In 2005, T-Mobile extended her contract another two years and she reportedly brings in anywhere between $8-9 million a year for the gig.
Liability: No history of arrest or potentially embarrassing scandal.
Appropriate Physical Attractiveness: With leading roles in blockbusters such as The Mask of Zorro, Ocean’s Twelve, and Chicago, Zeta-Jones has been characterized as sexy, independent, and cunning. Americans relate to her as a working mother, while her humble beginnings and marriage to legend, Michael Douglas, position her as Hollywood Royalty.

History of Psychoanalytic Theory in Marketing:
(http://www.copernicusmarketing.com/about/mzine/monthlyeds/oct05.html)

Introduced to marketing research in 1939, by Ernest Dichter from Vienna as “interesting new ideas which can help (corporate executives) be more successful, effective, sell more and communicate better with potential clients.” Dichter’s new psychographics approach, called the “Depth Interviewâ€? consisted of one-on-one sessions of with about 100 interviewees, who were encouraged to freely-associate the product to other impulses in their lives. Eventually, Dichter founded the Institute for Motivational Research to apply his method to corporate marketing and sales.

Psychoanalytic theory is defined by the Borderline Personality Disorder Resource Center (http://www.bpdresourcecenter.org/what_glossary.htm ) as:

The method of psychological therapy originated by Sigmund Freud in which free association, dream interpretation, and analysis of transference are used to explore repressed or unconscious impulses, anxieties, and internal conflicts, in order to free psychic energy for mature love and work.”

A Brief outline of psychoanalytic theory (written by Dr. T.R. Quigley in1998) is available at http://www.cepa.newschool.edu and includes many varieties of theory including, but not limited to, Freudian, Lacanian, Alderian, and Object Relations. Freudian theory, the most basic, stems from Vienna in the 1890s, and includes terminology such the Oedipus Complex and the splitting of oneself into the Ego, Id, and Super Ego selves.

Psychoanalytical Research in the New Millenium: (http://www.moline-
consulting.com/Reinventando/Pagines/conceptoDeLasMotivaciones.htm)

A December 1999 article by Linda Obrec, area marketing manager for Sprint PCS in Michigan and northern Ohio, explains that despite its generation of eclipse, motivational (psychoanalytical) research is still used by marketers — mostly in advertising agencies — to gain deeper insights into why consumers behave as they do. “The unconscious mind is recognized as an important source of motivation, and some practitioners find value in probing the thoughts of individuals.â€?

According to Obrec, Dichter’s “depth” interview, in fact, is making a comeback in consumer research. Modified depth interviews are often used in focus groups to elicit ideas for new products and promotional campaigns. Academic researchers acknowledge the historical importance of motivation research as the precursor to lifestyle studies, and again deem it an acceptable research technique for understanding the consumer.

Newer forms of motivation research are also designed to get at the core truths below a person’s surface rationalization. These tools, with snappy names like “Emotional SONAR” and “Emotional Lexicon,” are computer-assisted diagnostic tools.

Supporters: (http://www.brandrevival.net/speakers_toronto_nov_15_2004.html)

Mind Meld Consulting, Inc., a marketing “think tank� which develops psychoanalytic models of consumer behavior for clients in financial services, consumer products, food, and marketing research industries.

Murray Stranks, a speaker at the Brand Revival Conference in Toronto, 2004, attests that psychoanalysis is the key to understanding the unconscious, multidimensional logic of consumer behavior, which controls “nine-tenths of consumer choices.�

Anthony Adams, vice president of marketing research at Campbell Soup notes,”it’s not that we’re returning to motivational research, but we are realizing more than ever that emotion is an extremely important part of the communication package for any brand that has a heritage like ours. Customers don’t respond well to a 100 percent rational sell.”

Opposition: (http://www.copernicusmarketing.com/about/mzine/monthlyeds/oct05.html)

As Harvard psychologist Dr. Susan Ketelhohn has noted, “Freud was a philosopher, not a scientist. There’s a lack of empirical data to support psychoanalytic theory.â€?

Kevin Clancy of Copernicus Marketing quotes Dichter as once objecting to Pepsi when advertised with ice because he saw “ice is a symbol of death�. At another time, Dichter admonished engineers of the Ford Edsel for “castrated the vehicle with a gaping hole at the front end�.

Strategic Vision is a research-based consultancy with thirty years of experience in understanding consumer and constituent decision-making systems for a variety of clients, including most automotive manufacturers, Coca-Cola, American Airlines, and Procter & Gamble. Its unique expertise is in identifying consumers’ motivational hierarchies, including the values and emotions that drive perceptions and behaviors. Led by CEO Darrel Edwards, Ph.D. and Alexander Edwards, President, Automotive Group, Strategic Visions presents a list of winners, evaluated by a new system, called Total Value, which incorporates emotional consumer concerns into a quantitative assessment of product worth.

“The calculation of Total Value clearly incorporates explicit statements that owners make about value, but those statements do not alone provide sufficient differentiation to give us the diagnostic power we want or to be able to herald one brand or vehicle as the leader in a segment,� says Darrel Edwards.

“Total Value is absolutely critical now in the US market. It is even important for brands with strong reputations, but is critical for everyone else. Total Value encompasses the complete ownership experience with emotional components and priorities. Building Total Value is strongly related to brand reputation. It reinforces the notion of a ‘smart buy.’ In a mature market where consumers have a variety of excellent choices, yet concern for fuel economy and getting the most for their money, Total Value influences the purchase,� concluded Alexander Edwards.

The Total Value Study surveyed over 64,000 new vehicle buyers who purchased their vehicles between October 2005 and March 2006, asking an extensive array of questions about their first 90 days of ownership. For further information, contact Alexander Edwards or Dr. Darrel Edwards at 858-576-7141; or visit www.strategicvision.com.

Stamford, CT – October 2, 2006–Anderson Analytics, a boutique market research consultancy, recently helped GigisCloset.com, a new online lingerie retailer, better understand how to segment today’s online women. The study utilized AA-Projective, an online, proprietary research tool that combines psychoanalytic projective methodology from the social sciences with Anderson Analytics’ state of the art text mining techniques.

The study, which identified five distinct segments of women, confirmed Gigi’s Closet’s hunch that the average sized American woman, referred to as ‘Ms. Online Plus’, feels underserved by current retailers such as Victoria’s Secrets who cater to a younger smaller woman. The study also discovered another very attractive segment of women, which Gigi’s Closet’s management had not previously identified, ‘The Career Woman’.

Kristina Haas, director of sales & marketing, commented that “Gigi’s Closet had expected the average American online woman (Ms. Online Plus) to be somewhat insecure, instead we found that she is sexually confident and uses lingerie to show this side of herself to her partner, while surprisingly ‘The Career Woman’ is much more insecure about her body image than we would have assumed. Apparently, size has little to do with our image of ourselves, and corporate stress can have a negative influence on our confidence.�

The online AA-Projective is an example of combining the fairly new discipline of text mining with a well-established psychoanalytic technique, which until now could only be used among small groups. The result is a methodology, which is not only extremely insightful but is also, for the first time, statistically valid. According to Dr. Anna Song, a consultant at Anderson Analytics, “AA-Projective is based upon years of empirical testing done in the field of personality psychology.

Abstract: This article describes the perspective of Entertainment executives and recommends tactics for marketing to them effectively.

Analysis: According to Tony Uphoff, VP for The Hollywood Reporter Magazine, the entertainment industry so dynamic that “deals can be made or broken in minutes based on rumors and news.â€? This quote relates equally to films, music, and TV – which are rapidly converging – as well as the exploding mediums of the internet, mobile technology, and globalization.

Pricewaterhouse Coopers produced a “Global Entertainment and Media Outlook� report in 2005 that projected a $1.8 trillion industry by 2009. Video sales are expected to reach $26.9 billion worldwide by 2009, and video rentals $9.6 billion, with online rentals making up one-third of rental revenues. �Major record labels are projecting that 10-20% of their revenues will come from digital downloads and wireless platforms in the near future,� said John Kilcullen, president and publisher of Billboard. Uphoff adds, “the control which on-demand programming and DVRs give to viewers is creating a need for new advertising models.�

Another aspect of the entertainment industry that differentiates it from others is that it is project-driven. The responsibilities within a film are contracted to specialists; this separation can frustrate marketers who are targeting a centralized operation. To gain the attention of marketing-savvy execs, pitches must be authentic and targeted to the project’s special needs.

The most successful ad campaigns are those announcing the production company’s recent projects or award-considerations; these affirmations draw future projects.

Marketers looking to make a splash may want to consider these hot products:

- Technology affects the industry on all levels, from production to distribution to how it connects with its audiences
- Financial products draw producers, directors, and creators of all media
- Globalization can turn a domestic flop, like “Troy�, into a $400 million heavy-weight

Take aways: This article shares it’s view with many other writers and execs who we’ve been learning from in class.

Abstract: This article describes the impact podcasts have had on real estate marketing.

Analysis: Podcasts, originally termed by The Guardian newspaper in February 2004, and endorsed with a directory on iTunes online music store, are hot. In April 2005, Pew Internet & American Life Project reported that more than 22 million people, or 11 percent of Americans, owned an iPod or other MP3 player; and 6 million of those had downloaded podcasts. Since then, although figures are not readily available, the popularity of Podcasts have grown exponentially as an online distributor of news and entertainment.

The writer expects significant growth in:

Advertising – Commercials are popping into popular broadcasts. while sponsorships are announced at the beginning of others.

Search Engines – Other than podcast directories, and general search engines; Podzinger and Blinkx are search engines that “listen� to a podcast and database its often-used keywords.

Vodcasting – Short, video-based podcasts, distributed online, for download onto a Video iPod; expected to be the “next big thing.�

Possible uses for real estate:

Marketing – Search podcast.net, iTunes, etc., for hundreds of podcasts on homebuying and selling tips, market conditions in specific boroughs, economy and investment. Podcasting can be a low-cost way to share expertise and reach customers, but (the author warns) can be time-consuming and requires imagination to retain the listener’s attention and repeat business.

Business (News)– On local news and issues, new sales techniques, technology, cultural diversity, and countless other topics catering to personal and professional interests.

Company info – Distribution of memos, reports, and presentations to staff, investors, and clients

Advertising – Realtors who sponsor third party podcasts may reach niche audiences, but they are warned to review business models carefully; as costs, potential audience, and podcast content, and update frequency should be carefully considered.

Vodcasting may be an innovative tool for online neighborhood tours, highlighting new listings, etc. Whether vodcasts reach podcast’s popularity remains to be seen.