Ted Advertising Management

1.In the TED talk available here (Links to an external site.)Links to an external site., Malcolm Gladwell argues that people do or do not know what they want?

Answers: Malcolm Gladwell argues that people do not know what they want, because they usually cannot explain what they really want, and they cannot know what they desire if it is not existing.

2. In the same TED talk, what does Gladwell note as a major difference between the Grey Poupon mustard style of segmenting consumers and what Prego spaghetti sauce ultimately did?

Answers: Prego spaghetti sauce use vertical segmentation that focus on specific target consumers, while Grey Poupon mustard style of segmenting consumers focused on horizontal segmentation that can suit different kinds of people.

3. In the chapter “Serendipity” (Serendipity.pdf ), several different consumer research methods are described. They vary in terms of how deeply they tap into the consumers' psychological reasons for buying milk. List any three of those methods below, in order of their psychological depth (1 = provides least psychological insight, 3 = provides most psychological insight):

Answers:

1. Telephone Survey 2. Focus Group

3. Tracking Study

4. The "Generic Millennial Ad" suggests that profiling a target is wrong. Do you agree? Why or why not (briefly)?

Answers: I don’t agree. Because firstly, profiling a target can help the company narrow their focuses, spend their time and money more efficiently, and develop their own brand that is unique from others. Secondly, profiling will help the company building strong customer loyalty and maintain customer relationship easier.