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Comparison Between Buffy Shutt's Reseach And The Movies

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1. Analysis of ‘Reseach and the Movies’, written by Buffy Shutt This article mainly talks about the alliance of research and movies. Since the Golden Age of movies in the 1930s and 40s, the Old Hollywood has used audience surveys to assist cast movies and determine the genres. Following that, from late 1940s and early 1970s, research has been done for the marketing of movies, including testing the effect of advertisements on television and looking into the main drive for the audience to visit the theatre (Buffy 294-295). Buffy points out that most movies lose money, hence it is critical to precisely research what is the drive for a people turning into a movie-goer (295). In addition, Buffy introduces five research tools which are applied in …show more content…

The brand essence of Nike is ‘Authentic Athletic Performance’. Brand essence is the single most compelling thing we can say about the brand that differentiates it from competitor brands (BrandFocus). The most powerful brand essences are rooted in a fundamental consumer needs. The brand essence is developed over time through advertising campaigns with a consistent theme, and is authenticated through the consumers’ direct experience (BrandFocus). Nike considered performance as top priority, they have demonstrated the consistency of designing sneakers that are durable, lightweight for runners. They used leather in their fabrics because it is more durable than garment yet less fashionable (Coucha Sideshare). From the early day, Nike has understand the consumers’ needs by listening to the needs of athletes, sharing their true passion for running. A trusting brand authenticity has been developed over time. In doing so, Nike has created a reputation as a provider of high quality running shoes designed especially for athlete (Coucha Sideshare). The second alignment is with the intergenerational/interdisciplinary team members in the corporate. The core is to understand their ‘dress code’ (understand their weakness, strength and legitimate contributions of each) (311). Maston also explains the alignments with the designers and the marketplace, in which the core attribute as the ‘thread’ need to interweave with influencial macro-trend (313). Lastly, the alignment with foreign market is extremely significant to international brand. The Localization is weaving the brand attribute threads into the local fabric

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