All Marketers Are Liars by Seth Godin: Book Review

“Make your marketing so useful people would pay for it”(Baer). Marketers use wild variations of strategies to appeal to their consumers, which materializes ridicule among marketing companies. Commercialized businesses accommodate useful tactics to appeal to their audience. In a mock press conference, MagnaSoles, “magical” shoe inserts, are analyzed humorously. In their humorous press release to the public, The Onion perceives the marketing industry in a satirical way by explaining their purpose of effectively using the rhetorical devices ethos, logos, and pathos.

Marketing is a very unique process that enables limitless methods or variations for an entity to appeal to a particular target market as well as to deter from a particular market. Marketing is used in more than just business; The kinds of clothes an individual wears and the attitude a person portrays can be used to market him or herself to the public for many reasons: Maybe to attract a woman a man is attracted to, possibly to impress the president of a company a person is interviewing for, and even to just create a base of his or her character in which other people will judge him or her by. Marketing is everywhere from the business side of the spectrum to relationships people have

We all have a worldview, a set of lenses used to view all of life and reality. Our individual

sometimes says, “Honesty is the most important aspect of business today.” This means that people do not want a sales pitch,

Marketing is like a double-edged sword, if it is adopted properly, it will give profits to a company; however, if it is used inadequately, it will give harm. It is undeniable that today’s business operations have more intense competition level against each other due to the advancement of technology that allows people to receive more information. Marketing plays the key role in making products being recognized by consumers. To get people’s attention, some massages about the product need to be sent to the target market. With the high level of competition, the unethical marketing issues arise in order to make their own firms gain more

A stereotype is “...a fixed, over generalised belief about a particular group or class of people.” (Cardwell, 1996).

Advertising is all around us. Companies of all sorts rely heavily on internet, television, print, and various other types of media outlets as means to reach their audience. Advertising aims to bring in more customers and thereby, more profit. All of this is complicated by the fact that, out of the vast number of products and services available, companies want to prove that theirs are the best. From this is born the tricky and unique language of advertising. In their respective articles, With These Words, I Can Sell You Anything and The Language of Advertising, both William Lutz and Charles A. O’Neill discuss popular ploys used by marketing advertisers to rope in the most customers. Lutz takes a

Isaac Asimov said, “Your assumptions are your windows on the world. Scrub them off every once in a while, or the light won’t come in.” Everyday people perceive things based on assumptions. Why is that? Is it because of the norms, rules, or stuff we see on television? You could probably say that. Society over the years has taught us many ways to see eye to eye on different issues. Clifford D. Simak illustrates many ways to differ perception from reality in “Desertion”.

The Persuaders (2004, directed by Douglass Rushcoff) is a documentary with a hard eye on the multi-billion dollar advertising and marketing industry. They examine the subconscious and psychological techniques behind advertising and marketing developments. The documentary also determines how these new methods of marketing influence us, our desires and our self-image, finally theorizing on the future implications or repercussions of the influential forces that are constantly at work.

Marketing has become more and more important, especially as the purposes of marketing expanded into performing marketing researches. Through marketing researches, it is asserted that marketing starts with a real customer need. Classic marketing, has, nonetheless, focused on making the need that will draw customers, and this stresses the advertising power of marketing (Woodall 2007, p.1284). This is also called the sales concept of marketing (Woodall 2007, p.1285). An example is how advertising lures people into buying a brand, because of the

Both genres are mediators of a desirable world. Fairy tales as well as advertisements draw on human desires and focus on the ways to fulfill them. Both of them convey an idea of realization, the conquest of an ideal (Kohler & Behling, 2014). However, advertisers want to go further recycling fairy tales. They do not only seek to sell a product but they want to sell values and ideas together with the advertised product (Kohler & Behling, 2014). Fairy tales transmit values which allow the readers to identify their own life experiences through the conflictual situation that the stories present (von Franz, 1993). Therefore, the use of fairy tales also serves the brand to transmit values attached to the product that is being sold. The advertisement

The constantly emerging of product, price, channel and messaging or/and creative differentiators in the business atmosphere inevitably contributes towards one’s product elimination or irrelevant. In those competitive edge scenario, marketers play as the devil advocates in manipulating and provoking consumer’s mind. They’re the one who have all the vital data regarding demographic (size, income, VALs,), purchasing power parity

Consumerism is a description of society’s lifestyle in which many people embrace to achieve their goals by acquiring goods that they clearly do not need (Stearns, 7). The idea that the market is shaped by the choice of the consumers’ needs and wants can be defined as a consumer sovereignty (Goodwin, Nelson, Ackerman, Weisskopf, 2). This belief is based on the assumption that the consumer knows what it wants. Contrary to this logic, marketers convince us that the consumer does not know what they want. The consumer has to be told what they want or be persuaded by advertising items in a matter that demonstrates the reason a product makes their life easier or will improve their life instantly. As one of the most successful entrepreneurs,

The birth of ‘Marketing’ happened centuries ago where vendors in ancient times tried to seduce the oncoming customer by chanting in loud noises and catering to the customer needs by negotiation of price or assumption of what they might need aside from what they were actually looking for. Over the years, this process has been refined, given a

In today’s modern era, the world is moving faster than ever, every organization is running a race of gaining maximum market share, and so as the customers, for their organization’s long-term growth but only those companies who transform themselves according to the need and requirement of the customers are able to achieve success and profit they desire and that’s what exactly said by Theodore Levitt (Head of the Marketing area at the Harvard Business School) in his article “The Marketing Imagination”.