Response to The Persuaders

1. I thought it was fascinating to learn how they use focus groups to get what they want. The three-stage process that Rapaille takes his focus group subjects through is pretty amazing and it's unbelievable how manipulative some of the techniques are (making them feel good, then trying to figure out the "reptilian hot buttons of the subjects" and the like).

2. The idea of narrow-casting is pretty scary -how our data becomes so valuable to corporations so they can try to market to us most effectively. (The bread interview was hilarious.)

3. The idea of "clutter" has become such a huge problem for advertisers and it was very interesting to see the ways that they keep adapting to try to reach us.

4. The idea of LoveMarks was interesting to me as there have definitely been certain products that I have been pretty loyal to throughout my life: Cheerios, Dawn, and Tide (although recently I've switched from Dawn and Tide to 7th Generation - but is that just another response to marketing because I want to believe that I am doing something to help our environment...? Help!!!)

5. The section about political campaigns was very interesting as well. How politicians can (and indeed must) market themselves to us as if they were products is disturbing. Luntz and his use of studying words to affect people emotionally and sway our decision-making makes me realize even more how students need to understand how media is used to influence us politically and not just as consumers.