Today I have been making the final alterations to my submission. I have read through my report (again), to make sure there are no minor faults I have missed. I have also been on Illustrator creating a CD roundel as this is a digital submission; I want my final outcome to be presented in the best way possible. I experimented with two versions of this before I decided that the one with the groups of characters dotted around was more effective. I documented this development and placed this in my sketchbook. I now have two folders for submission – one consists of my research, and the other is a development folder – within this is the development of the characters, and the formatting the report, as well as an introduction to the characters and the roles they hold.
What Next?
I think I can say I have ‘completed’ the project; however that is a very final statement. There is still six days until the submission date – this is plenty of time to enhance both the report and the submission as a whole. I will update the blog if I decide that further enhancement of the project is required.
Thursday, 15 April 2010
Monday, 12 April 2010
Organising my work for submission
Today I have been working on how to present my research file. I have so far taken all of the work out of the sketchbook for presentation in a research folder. I have also inserted one of the created badges into a pouch within this – effectively giving my work an overall feel of the characters.
I must now consider how I will format the rest of the work, as there are a few pages left over which do not fit into this folder. One solution is to get this bound, however there is a possibility that I will further develop and enhance my report layout, therefore I should leave this until the very last minute.
I am also considering including an extra page within my report – with each of the characters introducing themselves and their roles. I must consider the most effectively place to position this, which will more than likely be after the report front cover.
What next?
I will return to the report tomorrow, I am at presenting considering the use of Indesign, which will enable me to link pages together effectively… I will experiment with this, even if I decide against using this for my final outcome – at least I will have familiarised myself with a valuable design programme.
I must now consider how I will format the rest of the work, as there are a few pages left over which do not fit into this folder. One solution is to get this bound, however there is a possibility that I will further develop and enhance my report layout, therefore I should leave this until the very last minute.
I am also considering including an extra page within my report – with each of the characters introducing themselves and their roles. I must consider the most effectively place to position this, which will more than likely be after the report front cover.
What next?
I will return to the report tomorrow, I am at presenting considering the use of Indesign, which will enable me to link pages together effectively… I will experiment with this, even if I decide against using this for my final outcome – at least I will have familiarised myself with a valuable design programme.
Friday, 9 April 2010
Reconsidering the page template
Today I must go back to my original source of inspiration for my characters – this was leaves, rocks and trees. If possible I will try to enhance my characters, for example adding minor details such as different surface areas etc.
I will also experiment with the use of speech bubbles. This may mean that I have to move my report over further pages. I feel that it would be good if I could use speech bubbles to sign post the reader to areas of my primary research. For example ‘see appendix’, and then have areas including pie characters, graphs, screen grabs of polls etc.
In way of my report I am almost finished now, which is very exciting. At present I feel the text is slightly too close to each of the sides, so my report my benefit from being spread over more pages. After checking the template of my design, I am also aware that I have chosen ‘letter’ as opposed to A4 document. This means that the height of the page is slightly more condensed, but this may be beneficial because more of the text will be readable on first glance of the screen.
What next?
I may wish to see whether an A4 template would be better for my design, if this is the case I should copy and paste these over to a fresh A4 document. I must also complete my contents page and give the report a once over to ensure that all of the section numbers are correct, and that any figure numbers are in place. I may also want to add more visuals, in which case I will need to add these references to my list.
I will also experiment with the use of speech bubbles. This may mean that I have to move my report over further pages. I feel that it would be good if I could use speech bubbles to sign post the reader to areas of my primary research. For example ‘see appendix’, and then have areas including pie characters, graphs, screen grabs of polls etc.
In way of my report I am almost finished now, which is very exciting. At present I feel the text is slightly too close to each of the sides, so my report my benefit from being spread over more pages. After checking the template of my design, I am also aware that I have chosen ‘letter’ as opposed to A4 document. This means that the height of the page is slightly more condensed, but this may be beneficial because more of the text will be readable on first glance of the screen.
What next?
I may wish to see whether an A4 template would be better for my design, if this is the case I should copy and paste these over to a fresh A4 document. I must also complete my contents page and give the report a once over to ensure that all of the section numbers are correct, and that any figure numbers are in place. I may also want to add more visuals, in which case I will need to add these references to my list.
Wednesday, 7 April 2010
Reflection on the current creative format
I have sent my work so far over to Paz to have a look at, in general terms of layout and creative design.
I have gone back to look at my work today and although I am pleased with it overall, there are a few things which I would like to change. For example, the text will not seem to align properly; I am not sure whether this is because I have inserted it in a strange and peculiar way!! Or simply because I am not using the correct function. I also feel that there should be a heavier use of colour through my report. The issue is that, when changing the colour of a piece of text, it sometimes can become very difficult to read.
I have left my font at size twelve – the same size as a printed document. However, I must take into consideration that this is an electronic submission, therefore it should bear in mind the fact that this may not be easily readable once this is turned into a PDF document. I have decided that I should be more experimental with font types – I may wish to try and download some from the Internet. However, I must outline or embed these so that they become a graphic as opposed to a font, therefore when I return to uni I will be able to use these with no issues.
What next?
I will begin to tweak the abovementioned areas. I also have been having considerations with regards to my sketchbook, and how best to format this. At present it is in a binded sketchbook format. However, with previous submissions I have presented in an A3 file of mine, and work has always looked very neat and professional in this.
Also, because I have created these characters, I shall now get in contacts with my ‘frequent supplier’ at carnie badges, and send over my characters so that badges can be made up for these.
What is more – watch this space, as I will be uploading an image of these characters onto my blog, to keep the continuity flowing throughout my project. I also desire to print and cut out these characters, and place them into the enveloped pocket at the front of my sketchbook, as a nice touch
I have gone back to look at my work today and although I am pleased with it overall, there are a few things which I would like to change. For example, the text will not seem to align properly; I am not sure whether this is because I have inserted it in a strange and peculiar way!! Or simply because I am not using the correct function. I also feel that there should be a heavier use of colour through my report. The issue is that, when changing the colour of a piece of text, it sometimes can become very difficult to read.
I have left my font at size twelve – the same size as a printed document. However, I must take into consideration that this is an electronic submission, therefore it should bear in mind the fact that this may not be easily readable once this is turned into a PDF document. I have decided that I should be more experimental with font types – I may wish to try and download some from the Internet. However, I must outline or embed these so that they become a graphic as opposed to a font, therefore when I return to uni I will be able to use these with no issues.
What next?
I will begin to tweak the abovementioned areas. I also have been having considerations with regards to my sketchbook, and how best to format this. At present it is in a binded sketchbook format. However, with previous submissions I have presented in an A3 file of mine, and work has always looked very neat and professional in this.
Also, because I have created these characters, I shall now get in contacts with my ‘frequent supplier’ at carnie badges, and send over my characters so that badges can be made up for these.
What is more – watch this space, as I will be uploading an image of these characters onto my blog, to keep the continuity flowing throughout my project. I also desire to print and cut out these characters, and place them into the enveloped pocket at the front of my sketchbook, as a nice touch
The Illustrator Success
Hurrah for last night! I managed to install Illustrator on a 30 day trial, and after much experimentation of colour ways, shape, form, expressions …. I have produced a group of characters. Although these characters have not (yet) been individually named, they can collectively be known as ‘the sustainable crew’ or ‘the sustainability crew’. I haven’t quite decided which one yet. The characters were inspired by the ones which I have analysed within my sketchbook, yet also inspired by more natural forms such as leaves, stones, and trees – making sure that they connote a sense of the environment, in order to coincide with the theme of sustainability. Each character is a different colour / shade. The main palette is earthy; browns and greens.
After creating the characters, I experimented with a suitable backdrop for these. I knew from the outset that I wanted some sort of paper, because I wanted to show the assimilation between the fact that, yes - this was a digital submission, but at the same time I am discussing issues to do with paper, and the reuse of resources – therefore to have a paper backdrop seemed very apt. I initially experimented with a square paper, much like that seen in maths books. However I decided that this detracted from my theme, as it did remind me more of mathematics than anything else. I then tried for of a chequered backdrop – this worked to an extent, particularly behind one of the characters as the colour scheme was spot on. However, I had to consider this with text on top of it, and I inevitably decided that this was not going to be suitable, as it would be too challenging for the eyes.
I then tried a lined paper which I acquired from FLCKR. This worked really well, yet the image became quite pixilated when I increased the size of it, therefore I decided that this simply wouldn’t be effective enough or to a suitable standard. I was also concerned that, because there were specific lines on the page, this would mean that my text should be in line with these, which would be very difficult to achieve. In order to overcome this, I used the live trace system on Illustrator. This produced a solid white piece of paper. I then had to fill the hole punched sections in with the same colour as my backdrop – which I decided should be brown. I then began to insert my text into this, which was a very lengthy process. I ensured that there was at least one character on each page, to break up the text.
What next?
I will experiment with the finer details, for example page numbers, borders and margins. I will also see whether it is more visually intriguing to change either the colour of the plain paper, or the colour of the backdrop throughout the report, in order to add a bit of variation and diversity.
After creating the characters, I experimented with a suitable backdrop for these. I knew from the outset that I wanted some sort of paper, because I wanted to show the assimilation between the fact that, yes - this was a digital submission, but at the same time I am discussing issues to do with paper, and the reuse of resources – therefore to have a paper backdrop seemed very apt. I initially experimented with a square paper, much like that seen in maths books. However I decided that this detracted from my theme, as it did remind me more of mathematics than anything else. I then tried for of a chequered backdrop – this worked to an extent, particularly behind one of the characters as the colour scheme was spot on. However, I had to consider this with text on top of it, and I inevitably decided that this was not going to be suitable, as it would be too challenging for the eyes.
I then tried a lined paper which I acquired from FLCKR. This worked really well, yet the image became quite pixilated when I increased the size of it, therefore I decided that this simply wouldn’t be effective enough or to a suitable standard. I was also concerned that, because there were specific lines on the page, this would mean that my text should be in line with these, which would be very difficult to achieve. In order to overcome this, I used the live trace system on Illustrator. This produced a solid white piece of paper. I then had to fill the hole punched sections in with the same colour as my backdrop – which I decided should be brown. I then began to insert my text into this, which was a very lengthy process. I ensured that there was at least one character on each page, to break up the text.
What next?
I will experiment with the finer details, for example page numbers, borders and margins. I will also see whether it is more visually intriguing to change either the colour of the plain paper, or the colour of the backdrop throughout the report, in order to add a bit of variation and diversity.
The Illustrator Success
Hurrah for last night! I managed to install Illustrator on a 30 day trial, and after much experimentation of colour ways, shape, form, expressions …. I have produced a group of characters. Although these characters have not (yet) been individually named, they can collectively be known as ‘the sustainable crew’ or ‘the sustainability crew’. I haven’t quite decided which one yet. The characters were inspired by the ones which I have analysed within my sketchbook, yet also inspired by more natural forms such as leaves, stones, and trees – making sure that they connote a sense of the environment, in order to coincide with the theme of sustainability. Each character is a different colour / shade. The main palette is earthy; browns and greens.
After creating the characters, I experimented with a suitable backdrop for these. I knew from the outset that I wanted some sort of paper, because I wanted to show the assimilation between the fact that, yes - this was a digital submission, but at the same time I am discussing issues to do with paper, and the reuse of resources – therefore to have a paper backdrop seemed very apt. I initially experimented with a square paper, much like that seen in maths books. However I decided that this detracted from my theme, as it did remind me more of mathematics than anything else. I then tried for of a chequered backdrop – this worked to an extent, particularly behind one of the characters as the colour scheme was spot on. However, I had to consider this with text on top of it, and I inevitably decided that this was not going to be suitable, as it would be too challenging for the eyes.
I then tried a lined paper which I acquired from FLCKR. This worked really well, yet the image became quite pixilated when I increased the size of it, therefore I decided that this simply wouldn’t be effective enough or to a suitable standard. I was also concerned that, because there were specific lines on the page, this would mean that my text should be in line with these, which would be very difficult to achieve. In order to overcome this, I used the live trace system on Illustrator. This produced a solid white piece of paper. I then had to fill the hole punched sections in with the same colour as my backdrop – which I decided should be brown. I then began to insert my text into this, which was a very lengthy process. I ensured that there was at least one character on each page, to break up the text.
What next?
I will experiment with the finer details, for example page numbers, borders and margins. I will also see whether it is more visually intriguing to change either the colour of the plain paper, or the colour of the backdrop throughout the report, in order to add a bit of variation and diversity.
After creating the characters, I experimented with a suitable backdrop for these. I knew from the outset that I wanted some sort of paper, because I wanted to show the assimilation between the fact that, yes - this was a digital submission, but at the same time I am discussing issues to do with paper, and the reuse of resources – therefore to have a paper backdrop seemed very apt. I initially experimented with a square paper, much like that seen in maths books. However I decided that this detracted from my theme, as it did remind me more of mathematics than anything else. I then tried for of a chequered backdrop – this worked to an extent, particularly behind one of the characters as the colour scheme was spot on. However, I had to consider this with text on top of it, and I inevitably decided that this was not going to be suitable, as it would be too challenging for the eyes.
I then tried a lined paper which I acquired from FLCKR. This worked really well, yet the image became quite pixilated when I increased the size of it, therefore I decided that this simply wouldn’t be effective enough or to a suitable standard. I was also concerned that, because there were specific lines on the page, this would mean that my text should be in line with these, which would be very difficult to achieve. In order to overcome this, I used the live trace system on Illustrator. This produced a solid white piece of paper. I then had to fill the hole punched sections in with the same colour as my backdrop – which I decided should be brown. I then began to insert my text into this, which was a very lengthy process. I ensured that there was at least one character on each page, to break up the text.
What next?
I will experiment with the finer details, for example page numbers, borders and margins. I will also see whether it is more visually intriguing to change either the colour of the plain paper, or the colour of the backdrop throughout the report, in order to add a bit of variation and diversity.
Tuesday, 6 April 2010
Attempts at creative formatting
No Such luck on the Illustrator-front as of yet, but I am hoping that by the end of today this will change. If I do get Illustrator on my home computer, then I will be spending the entire evening attempting to shape a character which will narrate my written report – which I am very excited about. I am still in two minds as to whether a character or a photo shoot would be the best option. However, the characters which I have located via different illustration websites and also through Google images have inspired me to create something very cute, something very edgy and something which suggests ‘sustainability’ from the offset. I would like the character, and the general theme for my report layout, to be in keeping with my sketchbook – which has a sustainable feel throughout it, through the use of handmade paper. Colours which are most prominent are forest green, beiges, creams and browns. This is a very earthy colour palette and one which I aim to maintain.
This morning I have spent a good few hours looking over my research ‘file’ – better described as a sketchbook. I have annotated the few articles which remained un-annotated, and from this I have a few ideas about areas of my written report which I wish to develop or enhance.
What next?
I do hope that by the time I next update this blog, I will be writing to say that I have had a very productive and creative evening designing a ‘green’ character.
This morning I have spent a good few hours looking over my research ‘file’ – better described as a sketchbook. I have annotated the few articles which remained un-annotated, and from this I have a few ideas about areas of my written report which I wish to develop or enhance.
What next?
I do hope that by the time I next update this blog, I will be writing to say that I have had a very productive and creative evening designing a ‘green’ character.
Sunday, 4 April 2010
Rethinking the 'photoshoot' idea
Whilst researching on the Internet today. I started to rethink my previous plan. Did I really need a photoshoot to narrate my way through my report.
I began to consider different possibilities, for example the creating of a character. This could be done in one of two ways – hand sketching something, taking inspiration from other images, or having a completely fresh idea myself. This would then be scanned into Illustrator, and either using the live trace or the paint tool I could fill in areas I desired etc, creating a painted character. Alternatively I could draw the character from scratch on Illustrator using the pen tool, or even my trusty graphics tablet.
Unfortunately I do not have Illustrator or Photoshop at home with me on this computer. I will attempt to download these this very moment, because if I could use these it would make my report more exciting and definitely more creative. I also prefer this idea as it is in keeping with the theme of work I have produced prior to this, further developing my own style.
What next?
I will attempt to download these files onto my home computer. Once I have done this, I will start sketching out ideas for characters. It should be pointed out that drawing is not particularly a strong point of mine. However, I do not want this character to be photorealistic, rather I desire it to be youthful, exhibiting a fun, fresh and funky feel. This could then feature on my blog, and even the cover of my sketchbook in the form of a sticker or badge – exhibiting continuity throughout.
I began to consider different possibilities, for example the creating of a character. This could be done in one of two ways – hand sketching something, taking inspiration from other images, or having a completely fresh idea myself. This would then be scanned into Illustrator, and either using the live trace or the paint tool I could fill in areas I desired etc, creating a painted character. Alternatively I could draw the character from scratch on Illustrator using the pen tool, or even my trusty graphics tablet.
Unfortunately I do not have Illustrator or Photoshop at home with me on this computer. I will attempt to download these this very moment, because if I could use these it would make my report more exciting and definitely more creative. I also prefer this idea as it is in keeping with the theme of work I have produced prior to this, further developing my own style.
What next?
I will attempt to download these files onto my home computer. Once I have done this, I will start sketching out ideas for characters. It should be pointed out that drawing is not particularly a strong point of mine. However, I do not want this character to be photorealistic, rather I desire it to be youthful, exhibiting a fun, fresh and funky feel. This could then feature on my blog, and even the cover of my sketchbook in the form of a sticker or badge – exhibiting continuity throughout.
home for Easter
I have just returned home for Easter. When I say Easter, I am actually referring to the duration of a week. Alongside this report brief, I now also have other projects running simultaneously; therefore it is more important than ever that I work intensively at this time.
I have spoken to the model Andrew Sanders since I have returned home. He is more than happy to do the shoot for me. However he has informed me that his schedule is a bit all over the place due to him playing gigs etc, so it is also important that I get in contact with Derek White house photographer, so that I can arrange this for certain.
It is Sunday today, tomorrow is bank holiday Monday. Therefore I shall start telephoning around and organizing things on Tuesday. I am only home until Friday / Saturday, therefore it is very important that, by Tuesday, I have a very good idea of what I must do.
What next?
I will continue to read through my report, re-drafting it. Feedback I have had so far suggests that it may be too academic, therefore I will try and make it slightly more conversational in order to make it read better.
I have spoken to the model Andrew Sanders since I have returned home. He is more than happy to do the shoot for me. However he has informed me that his schedule is a bit all over the place due to him playing gigs etc, so it is also important that I get in contact with Derek White house photographer, so that I can arrange this for certain.
It is Sunday today, tomorrow is bank holiday Monday. Therefore I shall start telephoning around and organizing things on Tuesday. I am only home until Friday / Saturday, therefore it is very important that, by Tuesday, I have a very good idea of what I must do.
What next?
I will continue to read through my report, re-drafting it. Feedback I have had so far suggests that it may be too academic, therefore I will try and make it slightly more conversational in order to make it read better.
Tuesday, 30 March 2010
Communicating with a photographer
Today I have been collating all of the articles I have analysed into my sketchbook. This has involved a lot of cutting and sticking! My aim is to have the report and research completed by the time I break up for the Easter holidays.
This will then give me time to format my report over the Easter break / after Easter if needs be.
Today I have also communicated with a model who I would like to use for my photoshoot; Andrew Sanders; please see a link to his Facebook site here:
http://www.facebook.com/?ref=home#!/profile.php?id=505191964&ref=ts
He is somebody who I know from back home. It is therefore necessary for me to consider different ways in which I can organise the photoshoot for back home. From a previous project I made links with Derek Whitehouse photography. I will contact Derek to see if he will be able to arrange a studio shoot for when I am home.
I would like this shoot to be quite hippy-esque. This will involve headbands and such whilst styling. I may also need to contact different shops within Melton Mowbray, to see if any are willing to let me borrow clothes on a momentary loan basis, for the purpose of publicity.
Below is the link to Derek Whitehouse photography:
Hi,
It's Catherine here - the young lady who did the teddy bear photoshoot with you last year.
I was wondering whether I could book a shoot in for next week -
I am not yet 100 % decided on the theme / whether I will be using humans / dolls / food
BUT, if possible, could you provide me with a rough guideline of prices?
Many thanks,
Catherine
What next?
I will eagerly await a reply from Derek Whitehouse, and will feed back when I can.
This will then give me time to format my report over the Easter break / after Easter if needs be.
Today I have also communicated with a model who I would like to use for my photoshoot; Andrew Sanders; please see a link to his Facebook site here:
http://www.facebook.com/?ref=home#!/profile.php?id=505191964&ref=ts
He is somebody who I know from back home. It is therefore necessary for me to consider different ways in which I can organise the photoshoot for back home. From a previous project I made links with Derek Whitehouse photography. I will contact Derek to see if he will be able to arrange a studio shoot for when I am home.
I would like this shoot to be quite hippy-esque. This will involve headbands and such whilst styling. I may also need to contact different shops within Melton Mowbray, to see if any are willing to let me borrow clothes on a momentary loan basis, for the purpose of publicity.
Below is the link to Derek Whitehouse photography:
Hi,
It's Catherine here - the young lady who did the teddy bear photoshoot with you last year.
I was wondering whether I could book a shoot in for next week -
I am not yet 100 % decided on the theme / whether I will be using humans / dolls / food
BUT, if possible, could you provide me with a rough guideline of prices?
Many thanks,
Catherine
What next?
I will eagerly await a reply from Derek Whitehouse, and will feed back when I can.
Friday, 26 March 2010
Furthering my knowledge
Today I have taken the opportunity to reflect back on my research so far. I have decided that, as I have a lot of time left to tweak the report, it may be the case that I alter the content of the report within the different sections, rather than simply correcting it for grammar etc as I have been recently. By reading the work of different people I little also acquire a better understanding of the writing style. I have read formal blogs, casual blogs, scholar articles, and general articles within the online media. From this I have come to understand the following:
Sustainable marketing (also referred to as Green Marketing) is the process of placing traditional marketing strategy and tactics behind services and products that fall into the environmental category.
The above is the definition of sustainable marketing. It is important in academic writing to have the best definition of key terms, in order to apply your knowledge in producing a cohesive essay. I also found an interesting case study in how airlines are using different examples of social media. Such a study could be placed within the report, illustrating key points through this.
What next?
Next I must stick down and annotate this research in order to identify key points which I may like to substitute, or simply include.
Sustainable marketing (also referred to as Green Marketing) is the process of placing traditional marketing strategy and tactics behind services and products that fall into the environmental category.
The above is the definition of sustainable marketing. It is important in academic writing to have the best definition of key terms, in order to apply your knowledge in producing a cohesive essay. I also found an interesting case study in how airlines are using different examples of social media. Such a study could be placed within the report, illustrating key points through this.
What next?
Next I must stick down and annotate this research in order to identify key points which I may like to substitute, or simply include.
Wednesday, 17 March 2010
Thoughts after the workshop
Today I attended the workshop where Paz talked us through the formatting of the report, and provided us with general guidance for the report content. I found this useful in reminding myself the importance of a coherent report. I am currently awaiting feedback on my progress so far, but I am currently compiling my research into a sketchbook. I understand that everything must be correctly referenced. Furthermore, I should highlight and annotate each piece of work that I include.
Although I have been doing this, to an extent, throughout, it is also useful for the marker to see where facts and figures have originated from. Also I must consider the final layout of my research file. For example, I am aware that I may have to include a contents page for easy navigation – this also means the inclusion of page numbers. Furthermore, it is also remembered that page dividers can be included as an easy way to segregate information. I may also want to include a bibliography at the back, tracing all articles back to their original location.
What next?
I will await feedback before making any further alterations on the report content. However, I must consider the use of photography within the report, and start to locate images which can be used to enhance the overall visual impact – thus gaining marks for creativity of format.
Although I have been doing this, to an extent, throughout, it is also useful for the marker to see where facts and figures have originated from. Also I must consider the final layout of my research file. For example, I am aware that I may have to include a contents page for easy navigation – this also means the inclusion of page numbers. Furthermore, it is also remembered that page dividers can be included as an easy way to segregate information. I may also want to include a bibliography at the back, tracing all articles back to their original location.
What next?
I will await feedback before making any further alterations on the report content. However, I must consider the use of photography within the report, and start to locate images which can be used to enhance the overall visual impact – thus gaining marks for creativity of format.
Friday, 12 March 2010
Introduction complete.
A few days ago I received an email noting that I must send over the introduction of my report for Friday 12th March (today). I have successfully done so.
Below is my introduction:
"When discussing the concept of marketing, Blackwell (2010) uses the analogy of ‘juggling’. The function of marketing is essentially to determine which products or services may interest a targeted audience (Rowley, 2006). It is therefore great cause for concern when such an important strategy in communication is likened to a circus act – as the needs of consumers are in the balance. It is this concern which forms the topic of this paper: Is SMM revolutionary or simply evolutionary with regards to consumerism? After defining key terms, the first section of this paper will discuss whether ecological sustainability and consumer sustainability coexist, or whether adopted sustainable marketing techniques such as SMM have led to poor customer retention. The intermediate section will develop this, considering Baker’s (2003:745) ‘cradle-to-grave’ approach. This method requires the development of a product to be monitored from the moment it is conceived to its distribution. Therefore, although the main focus of this paper is the pros and cons of SMM, it is understood that online marketing and e-commerce often come hand in hand. Thus this paper will also consider the merits and shortfalls of the latter. The ultimate section will draw conclusions as to whether SMM strategies are the most effective in using a sustainable approach, or whether there are more customer-friendly alternatives. Ultimately, this paper will conclude whether SMM is revolutionary or simply evolutionary."
I have also sent over the rest of the report that I have completed thus far.
What next?Next I will await feedback from Paz as to areas which require enhancing etc, so that I can improve the written content. At the same time I must start considering visuals etc for the digital format of the report.
Below is my introduction:
"When discussing the concept of marketing, Blackwell (2010) uses the analogy of ‘juggling’. The function of marketing is essentially to determine which products or services may interest a targeted audience (Rowley, 2006). It is therefore great cause for concern when such an important strategy in communication is likened to a circus act – as the needs of consumers are in the balance. It is this concern which forms the topic of this paper: Is SMM revolutionary or simply evolutionary with regards to consumerism? After defining key terms, the first section of this paper will discuss whether ecological sustainability and consumer sustainability coexist, or whether adopted sustainable marketing techniques such as SMM have led to poor customer retention. The intermediate section will develop this, considering Baker’s (2003:745) ‘cradle-to-grave’ approach. This method requires the development of a product to be monitored from the moment it is conceived to its distribution. Therefore, although the main focus of this paper is the pros and cons of SMM, it is understood that online marketing and e-commerce often come hand in hand. Thus this paper will also consider the merits and shortfalls of the latter. The ultimate section will draw conclusions as to whether SMM strategies are the most effective in using a sustainable approach, or whether there are more customer-friendly alternatives. Ultimately, this paper will conclude whether SMM is revolutionary or simply evolutionary."
I have also sent over the rest of the report that I have completed thus far.
What next?Next I will await feedback from Paz as to areas which require enhancing etc, so that I can improve the written content. At the same time I must start considering visuals etc for the digital format of the report.
Sunday, 7 March 2010
Looking for further relevant blog entries.
When searching for a blogger who considered consumerism alongside social marketing, it became apparent that it was a fairly heated topic amongst media bloggers.
One entry which I felt could be drawn on within the report can be found below:
http://alexverse.com/2010/03/build-your-personal-brand-on-facebook/
This blog entry encourages users to utilize the mass outreach of Facebook for brand building benefits. Key points found within this text include information on knowing your audience, deciding on your branding strategy, setting privacy settings, completing a profile, importing contacts and growing your network, linking your page, and feeding your social network.
Much of this is important when considering the impacts of a sustainable approach to online marketing, over tradtional marketing approaches.
What next?
The blog entry will be printed off and analysed within the sketchbook. The content of this must then be used within relevant sections of the report.
One entry which I felt could be drawn on within the report can be found below:
http://alexverse.com/2010/03/build-your-personal-brand-on-facebook/
This blog entry encourages users to utilize the mass outreach of Facebook for brand building benefits. Key points found within this text include information on knowing your audience, deciding on your branding strategy, setting privacy settings, completing a profile, importing contacts and growing your network, linking your page, and feeding your social network.
Much of this is important when considering the impacts of a sustainable approach to online marketing, over tradtional marketing approaches.
What next?
The blog entry will be printed off and analysed within the sketchbook. The content of this must then be used within relevant sections of the report.
Different blogs to include in the report
When looking for information to include in the report, as I am discussing media convergence, everything is moving towards digital. It would therefore seem disingenious to exclude blogs as a research source. The following blog entries are the more current on the topic of Facebook at the time of writing, and are considered to be from esteemed sources.
http://blog.louisgray.com/2010/03/for-many-families-facebook-is-real.html
This blog discusses whether Facebook is the real Wide Web. This is important as the article reveals how popular the networking site really is.
http://themelis-cuiper.com/facebook/leaving-insightful-facebook-notes-to-generate-traffic-to-your-site.html
This is SUCH an important website. It includes information completely relevant to the report, for example marketers use of the social networking site.
One quotation extracted is: "Many online marketers are looking to Facebook notes to drive traffic to their websites. this fascination with Facebook is easily understandable. Facebook is one of the most popular social networking websites in the world. according to some estimates, Facebook attracts more visitors each month than any other social networking website available today."
Further information drawn from this blog includes the acknowledgement that Facebook notes is a simple application that acts as a virtual notepad that can be used by all. It allows Facebook users to write in their own notes or in the notes of others.
The blog explains that this presents two opportunities for traffic generation. you can generate traffic by promoting your website on your own Facebook note or you can promote your website on someone else’s Facebook note.
It realises that although leaving a note is very simple, it should be exercised with caution. Overt promotion can be seen as spam by some users and may result in you getting banned from Facebook. Exercise caution when you promote your website on someone else’s application.
What next?
I will include the information relevant from this in my report. It is important to print out the above blog entries and highlight all the relevant parts, analysing these to be included in the research file. I will continue to look at these blogs for inspiration for content.
http://blog.louisgray.com/2010/03/for-many-families-facebook-is-real.html
This blog discusses whether Facebook is the real Wide Web. This is important as the article reveals how popular the networking site really is.
http://themelis-cuiper.com/facebook/leaving-insightful-facebook-notes-to-generate-traffic-to-your-site.html
This is SUCH an important website. It includes information completely relevant to the report, for example marketers use of the social networking site.
One quotation extracted is: "Many online marketers are looking to Facebook notes to drive traffic to their websites. this fascination with Facebook is easily understandable. Facebook is one of the most popular social networking websites in the world. according to some estimates, Facebook attracts more visitors each month than any other social networking website available today."
Further information drawn from this blog includes the acknowledgement that Facebook notes is a simple application that acts as a virtual notepad that can be used by all. It allows Facebook users to write in their own notes or in the notes of others.
The blog explains that this presents two opportunities for traffic generation. you can generate traffic by promoting your website on your own Facebook note or you can promote your website on someone else’s Facebook note.
It realises that although leaving a note is very simple, it should be exercised with caution. Overt promotion can be seen as spam by some users and may result in you getting banned from Facebook. Exercise caution when you promote your website on someone else’s application.
What next?
I will include the information relevant from this in my report. It is important to print out the above blog entries and highlight all the relevant parts, analysing these to be included in the research file. I will continue to look at these blogs for inspiration for content.
Proposal Feedback
I have received feedback from my proposal, this included direction as to which title to follow. My course leader suggested that ‘Is social media marketing revolutionary or simply evolutionary?’ is the best title. This is the least specific one and therefore the one which allows the most leeway.
Because I have already started writing the report it will be necessary to go back through it, reading it section by section, ensuring that it is tweaked so that it perfectly answers the new question. This will involve a thorough reading of it.
By looking back at the proposal I can see sections which could be usefully included which I have missed out so far. For example, there are a couple of useful quotations which I initially jotted down which would now fit perfectly with the rest of the paper.
I have also come across the following two recent articles online:
http://www.itp.net/579370-facebook-to-accept-payments-via-paypal
http://www.netbanker.com/2007/07/top_10_facebook_money_banking_applications.html
The first, published on the 23rd of February tells how Facebook will now accept payment for goods and services via the Paypal online payment system, in a move aimed at making transactions easier for small business owners worldwide. To expand, Facebook will allow companies and individuals to buy advertising for the site via the Paypal transaction system. Unlike regular e-commerce sites, Ebay-owned Paypal allows users to fund a central account via bank debits or credit cards. Vendors such as Facebook then either receive a cheque from Paypal or a direct bank transfer.
The second article centres on the 48 application in Facebook’s money category. These include the following from the top 10:
Lending Club enables those in the Facebook community with good credit to easily borrow from each other with a trusted third party managing the process and assessing the risk.
Prosper bills Fantasy Banker as a twist on HOT or NOT, "a fun & educational way to get acquainted with person-to-person lending by betting on whether real-life Prosper loan listings will fund or not."
A virtual currency called the Facebuck.
BillMonk is an expense tracker specifically designed to track debts and obligations (such as rent) between individuals. Used Facebook APIs long before the F8 platform was announced. Previous coverage here.
Buxfer is another expense tracker specifically designed for singles sharing households expenses.
ay Me was developed by a third-party developer to make it easier to initiate PayPal payments right from Facebook.
ChipIn is a simple way to collect funds for an event, trip, or anything. Users create a clickable badge that is displayed in their profile. Other Facebook users chip in via the PayPal network.
The official product from PayPal, the division of eBay. So far, merely allows you to easily request money from your Facebook friends. More functions are said to be on the way.
Another virtual currency.
A new financial tracking app posted last week.
What next?
I must include the above information in my report. It is necessary to consider how facebook is adopting a more commercial role.
Because I have already started writing the report it will be necessary to go back through it, reading it section by section, ensuring that it is tweaked so that it perfectly answers the new question. This will involve a thorough reading of it.
By looking back at the proposal I can see sections which could be usefully included which I have missed out so far. For example, there are a couple of useful quotations which I initially jotted down which would now fit perfectly with the rest of the paper.
I have also come across the following two recent articles online:
http://www.itp.net/579370-facebook-to-accept-payments-via-paypal
http://www.netbanker.com/2007/07/top_10_facebook_money_banking_applications.html
The first, published on the 23rd of February tells how Facebook will now accept payment for goods and services via the Paypal online payment system, in a move aimed at making transactions easier for small business owners worldwide. To expand, Facebook will allow companies and individuals to buy advertising for the site via the Paypal transaction system. Unlike regular e-commerce sites, Ebay-owned Paypal allows users to fund a central account via bank debits or credit cards. Vendors such as Facebook then either receive a cheque from Paypal or a direct bank transfer.
The second article centres on the 48 application in Facebook’s money category. These include the following from the top 10:
Lending Club enables those in the Facebook community with good credit to easily borrow from each other with a trusted third party managing the process and assessing the risk.
Prosper bills Fantasy Banker as a twist on HOT or NOT, "a fun & educational way to get acquainted with person-to-person lending by betting on whether real-life Prosper loan listings will fund or not."
A virtual currency called the Facebuck.
BillMonk is an expense tracker specifically designed to track debts and obligations (such as rent) between individuals. Used Facebook APIs long before the F8 platform was announced. Previous coverage here.
Buxfer is another expense tracker specifically designed for singles sharing households expenses.
ay Me was developed by a third-party developer to make it easier to initiate PayPal payments right from Facebook.
ChipIn is a simple way to collect funds for an event, trip, or anything. Users create a clickable badge that is displayed in their profile. Other Facebook users chip in via the PayPal network.
The official product from PayPal, the division of eBay. So far, merely allows you to easily request money from your Facebook friends. More functions are said to be on the way.
Another virtual currency.
A new financial tracking app posted last week.
What next?
I must include the above information in my report. It is necessary to consider how facebook is adopting a more commercial role.
Monday, 1 March 2010
Today's aims
I am currently in Manchester for my birthday, so have spent the past few days researching for the new brief (balancing the workload). However, I have also been using the resources in Manchester Univeristy Library (John Rylands), using the different texts there to enhance my written work thus far.
I will continue to read through my work - I have also found a case study for Howies. The company sent out a newsletter in a compostible bag, this could be included within the 'the bigger picture' section of the report.
What next?
Next I will work on sections of the sketchbook and I must show this to my course leader imminently.
I will continue to read through my work - I have also found a case study for Howies. The company sent out a newsletter in a compostible bag, this could be included within the 'the bigger picture' section of the report.
What next?
Next I will work on sections of the sketchbook and I must show this to my course leader imminently.
Saturday, 27 February 2010
Today's achievements
Today has been a day of primarily focussing on research. I have looked at the sketchbook, and have placed annotated articles from February within The Daily Express. This newspaper is a popular tabloid, therefore it will likely inflate issues such as consumerism, and spending habits - this must be considered throughout analysis.
However, by analysing a popular newspaper such discussions will likely be brought to the forefront, thus provoking in-depth research into the highlighted subject areas. I have used a gree highlighter, coinciding with the 'green' ergonomical message I am attemting to communicate within my research file.
What next?
Tomorrow I will read through my essay, attempting to rework/reword it. I also am aware that I still have 1000 words to include on the subject (excluding the quotations), therefore I will try to enhance areas of my discussion.
However, by analysing a popular newspaper such discussions will likely be brought to the forefront, thus provoking in-depth research into the highlighted subject areas. I have used a gree highlighter, coinciding with the 'green' ergonomical message I am attemting to communicate within my research file.
What next?
Tomorrow I will read through my essay, attempting to rework/reword it. I also am aware that I still have 1000 words to include on the subject (excluding the quotations), therefore I will try to enhance areas of my discussion.
Thursday, 25 February 2010
Today's achievements
Since my blog post this morning, I have read through my report several times. This re-drafting process ensures that my written work is to a high standard, as I understand that grammatical errors and the like can lose me marks.
I have also been working on gathering information for the sketchbook / research file. This will include articles / imagery / blogs / anything that in anyway informs me about my topic of discussion.
It is important to identify the keys works and terms: social marketing (or Social Media Marketing), consumerism and sustainability.
Additionally, progress today has involved working on the overall visual impact of the sketchbook. I wanted this to link into the whole notion of sustainability and going 'green'. I have therefore used green paper, card and the like within the sketchbook - enhancing the overall impression when I come to submit the work.
What next?
I am still about 800 words under the word count (taking into consideration the use of quotations from references), therefore I must consider additional content for my report. Furthermore, I must work on the headings of each section and formulate a contents page. I must ensure the report is in an appropriate and coherent order, so that the discussion best flows.
I have also been working on gathering information for the sketchbook / research file. This will include articles / imagery / blogs / anything that in anyway informs me about my topic of discussion.
It is important to identify the keys works and terms: social marketing (or Social Media Marketing), consumerism and sustainability.
Additionally, progress today has involved working on the overall visual impact of the sketchbook. I wanted this to link into the whole notion of sustainability and going 'green'. I have therefore used green paper, card and the like within the sketchbook - enhancing the overall impression when I come to submit the work.
What next?
I am still about 800 words under the word count (taking into consideration the use of quotations from references), therefore I must consider additional content for my report. Furthermore, I must work on the headings of each section and formulate a contents page. I must ensure the report is in an appropriate and coherent order, so that the discussion best flows.
The structure of my report
Today I am working on the structure of my report.
So far I have the following headings which segment the content:
Executive summary
Key Words
Introduction
Sustainable marketing
Consumerism defined
The development of consumerism
Sustainability and a trend
Sustainability as a ploy
Online marketing
The pros of SMM
Cons of SMM
The empowered customer
The impact of the recession
The bigger picture
Ecological alternatives to SMM
Conclusion.
What next?
Today I must work on the most coherent way to present this information, which many involve re-structuring my report. I will post back later tonight.
So far I have the following headings which segment the content:
Executive summary
Key Words
Introduction
Sustainable marketing
Consumerism defined
The development of consumerism
Sustainability and a trend
Sustainability as a ploy
Online marketing
The pros of SMM
Cons of SMM
The empowered customer
The impact of the recession
The bigger picture
Ecological alternatives to SMM
Conclusion.
What next?
Today I must work on the most coherent way to present this information, which many involve re-structuring my report. I will post back later tonight.
Wednesday, 24 February 2010
Principle texts referred to:
Below I have listed references for all of the texts / Internet sites I have looked at thus far:
Andreason, A. (1995). Marketing Social Change - Changing Behavior to Promote Health, Social Development, and the Environment. San Francisco, CA: Jossey-Bass.
Bell, C. and Bell, R. (2003). Magnetic service: secrets for creating passionately devoted customers. :Berrett-Koehler Publishers.
Buttle, F. (1996). London: Paul Chapman Publishing Ltd.
Birch, A. Gerbert, P and Schneider, D. (2000). The Age of E-Tail – Conquering the New World of Electronic Shopping. Oxford: Capstone Publishing Limited.
Blackwell, A. (2010). Overview of Traditional Marketing. [online]. Available: http://ezinearticles.com/?Overview-of-Traditional-Marketing&id=374128. [Accessed: 20/02/2010].
Bosselmann, K (2008). The principle of sustainability: transforming law and governance. Hampshire: Ashgate Publishing, Ltd.
Kotler, P. Armstrong, G. Wong, V and Saunders, J. (2008). Principles of Marketing. Essex: Pearson Education Limited.
Miles, S. (1998). Consumerism then and now. Consumerism: as a way of life . 1 (1), 1.
Peter, P and Olson, J and Grunert, K. (1999). Consumer Behaviour and Marketing Strategy. Berkshire: McGraw-Hill Publishing Company.
Phillips, P. Bloom, E. Mattingly, J. (1987). Fashion Sales Promotion – The Selling Behind the Selling. New Jersey: Prentice Hall.
Ranchhod, A and Gurau, C. Marketing Strategies – a contemporary approach. Essex: Pearson Education Limited.
Richard L. Celsi and Jerry C. Olson, ‘The Eole of Involvement in Attention and Comprehension Processes’, pp.210-224.
Stearns, P. (2001). Consumerism in World History – The Global Transformation of Desire. London: Routledge.
Walker, D. (1990). Customer First. Hants: Gower Publishing Company Limited.
Windham, L. (1999). Dead Ahead – The Web Dilemma and The New Rules of Business. New York: Allworth Press.
Winters, A and Goodman, S. (1972). Fashion Advertising and Promotion. New York: Fairchild Publications.
Weinburg, (2009). The New Community Rules: Marketing on the Social Web. Sebastopol: O'Reilly Media, Inc.
Richardson, W. (2008). Blogs, Wikis, Podcasts, and Other Powerful Web Tools for Classrooms. California: Corwin Press.
Rogers, P and Jalal, K and Boyd, J. (2008). An Introduction to Sustainable Development. Glen Educational Foundation Inc.
Tammemagi, H. (1999). The Waste Crisis – landfills, incinerators, and the search for a sustainable future. Oxford: Oxford University Press.
Carson, R. (1962). Silent Spring. Cambridge: Riverside Press.
Ion, A. (2009). Alarming Trends: The Internet’s Carbon Footprint. [online]. Available: http://www.greenpacks.org/2009/05/06/alarming-trends-the-internets-carbon-footprint/ [Accessed 20/02/10].
Webster, B. (2007). Boom in internet shopping may be adding to carbon dioxide emissions. [Online] Available: http://www.timesonline.co.uk/tol/news/science/article2039853.ece [accessed 20/02/2010].
Google blog. (2009) Powering a Google Search. [online] Available: http://googleblog.blogspot.com/2009/01/powering-google-search.html. [Accessed: 20/02/10].
Larsen, G. (2009) see Dillard, A, Dujon, V and King, M. Understanding the Social Dimension of Sustainability.
Rowley, J. (2006). Information Marketing. Hants: Ashgate Publishing Ltd.
Chauhan, B. (2008). Environmental Studies.:University Science Press.
Sivaraksa, S. see Gottlieb, R. (2008). Liberating faith: religious voices for justice, peace, and ecological wisdom. Oxford: Rowman & Littlefield.
Porter, R. (2002). The economics of waste. Washington: Resources for the Future.
Lennon, A. (2009). The Daily Anchor Marketing Blog – The Future of Social Media Advertising (online). Available: http://www.thedailyanchor.com/2009/02/24/the-future-of-social-media-advertising/ [Accessed: 22/02/10].
Aquino, J. (1995). Waste age/Recycling times' recycling handbook. Florida: CRC Press.
Levinson, J (2007). Guerrilla Marketing: Easy and Inexpensive Strategies for Making Big Profits from Your Small Business. Orlando: Houghton Mifflin Harcourt.
Baker, M. (2003). The marketing book. Oxford: Butterworth-Heinemann.
What next?
Next I must work on collating research points into a comprehensive sketchbook file.
Andreason, A. (1995). Marketing Social Change - Changing Behavior to Promote Health, Social Development, and the Environment. San Francisco, CA: Jossey-Bass.
Bell, C. and Bell, R. (2003). Magnetic service: secrets for creating passionately devoted customers. :Berrett-Koehler Publishers.
Buttle, F. (1996). London: Paul Chapman Publishing Ltd.
Birch, A. Gerbert, P and Schneider, D. (2000). The Age of E-Tail – Conquering the New World of Electronic Shopping. Oxford: Capstone Publishing Limited.
Blackwell, A. (2010). Overview of Traditional Marketing. [online]. Available: http://ezinearticles.com/?Overview-of-Traditional-Marketing&id=374128. [Accessed: 20/02/2010].
Bosselmann, K (2008). The principle of sustainability: transforming law and governance. Hampshire: Ashgate Publishing, Ltd.
Kotler, P. Armstrong, G. Wong, V and Saunders, J. (2008). Principles of Marketing. Essex: Pearson Education Limited.
Miles, S. (1998). Consumerism then and now. Consumerism: as a way of life . 1 (1), 1.
Peter, P and Olson, J and Grunert, K. (1999). Consumer Behaviour and Marketing Strategy. Berkshire: McGraw-Hill Publishing Company.
Phillips, P. Bloom, E. Mattingly, J. (1987). Fashion Sales Promotion – The Selling Behind the Selling. New Jersey: Prentice Hall.
Ranchhod, A and Gurau, C. Marketing Strategies – a contemporary approach. Essex: Pearson Education Limited.
Richard L. Celsi and Jerry C. Olson, ‘The Eole of Involvement in Attention and Comprehension Processes’, pp.210-224.
Stearns, P. (2001). Consumerism in World History – The Global Transformation of Desire. London: Routledge.
Walker, D. (1990). Customer First. Hants: Gower Publishing Company Limited.
Windham, L. (1999). Dead Ahead – The Web Dilemma and The New Rules of Business. New York: Allworth Press.
Winters, A and Goodman, S. (1972). Fashion Advertising and Promotion. New York: Fairchild Publications.
Weinburg, (2009). The New Community Rules: Marketing on the Social Web. Sebastopol: O'Reilly Media, Inc.
Richardson, W. (2008). Blogs, Wikis, Podcasts, and Other Powerful Web Tools for Classrooms. California: Corwin Press.
Rogers, P and Jalal, K and Boyd, J. (2008). An Introduction to Sustainable Development. Glen Educational Foundation Inc.
Tammemagi, H. (1999). The Waste Crisis – landfills, incinerators, and the search for a sustainable future. Oxford: Oxford University Press.
Carson, R. (1962). Silent Spring. Cambridge: Riverside Press.
Ion, A. (2009). Alarming Trends: The Internet’s Carbon Footprint. [online]. Available: http://www.greenpacks.org/2009/05/06/alarming-trends-the-internets-carbon-footprint/ [Accessed 20/02/10].
Webster, B. (2007). Boom in internet shopping may be adding to carbon dioxide emissions. [Online] Available: http://www.timesonline.co.uk/tol/news/science/article2039853.ece [accessed 20/02/2010].
Google blog. (2009) Powering a Google Search. [online] Available: http://googleblog.blogspot.com/2009/01/powering-google-search.html. [Accessed: 20/02/10].
Larsen, G. (2009) see Dillard, A, Dujon, V and King, M. Understanding the Social Dimension of Sustainability.
Rowley, J. (2006). Information Marketing. Hants: Ashgate Publishing Ltd.
Chauhan, B. (2008). Environmental Studies.:University Science Press.
Sivaraksa, S. see Gottlieb, R. (2008). Liberating faith: religious voices for justice, peace, and ecological wisdom. Oxford: Rowman & Littlefield.
Porter, R. (2002). The economics of waste. Washington: Resources for the Future.
Lennon, A. (2009). The Daily Anchor Marketing Blog – The Future of Social Media Advertising (online). Available: http://www.thedailyanchor.com/2009/02/24/the-future-of-social-media-advertising/ [Accessed: 22/02/10].
Aquino, J. (1995). Waste age/Recycling times' recycling handbook. Florida: CRC Press.
Levinson, J (2007). Guerrilla Marketing: Easy and Inexpensive Strategies for Making Big Profits from Your Small Business. Orlando: Houghton Mifflin Harcourt.
Baker, M. (2003). The marketing book. Oxford: Butterworth-Heinemann.
What next?
Next I must work on collating research points into a comprehensive sketchbook file.
Saturday, 20 February 2010
Further reading
Today I have spent the day conducting background reading into the subject area. I have expanded my bibliography and reverence list. Two key texts that I have referred to today are: Sustainable Marketing – Managerial – Ecological Issues, and Social Marketing.
I have also set out about writing the actual report, as I have very little work that is due in imminently, therefore I have decided to focus my attentions on the report-writing, so that I have a lot of spare time at the end of the project to worry about how to format is creatively (as I presume this will be my biggest weakness).
So far my reference list is pretty extensive, however I understand that I must not only concern myself with books – I must look for other research resources. Moreover, as this is a creative course I should concern myself with thinking outside of the box. I must also catch up on research as I understand that I am very behind with this at present.
So far I have split my report into the following headings: Introduction, Sustainable marketing, consumerism, Social Media Marketing, Attitudes towards sustainability, The sustainable consumerism paradox, Mass media communication, The origins of consumerism, consumer attitudes towards sustainability, the intangibility of SMM, Sustainability as a trend, Sustainable social marketing working with consumerism, the empowered customer, Green marketing initiatives and Guerrilla Marketing.
I understand that these areas are very flexible, and that – as I have two months to write and format the report – it is very likely that I will changes these sections around, integrating some, and removing others completely.
What next?
I must continue my research through extensive research. However, I must also consider ways in which I should allow my own voice to speak through this. I shall also look for blogs and other articles as forms of research.
I have also set out about writing the actual report, as I have very little work that is due in imminently, therefore I have decided to focus my attentions on the report-writing, so that I have a lot of spare time at the end of the project to worry about how to format is creatively (as I presume this will be my biggest weakness).
So far my reference list is pretty extensive, however I understand that I must not only concern myself with books – I must look for other research resources. Moreover, as this is a creative course I should concern myself with thinking outside of the box. I must also catch up on research as I understand that I am very behind with this at present.
So far I have split my report into the following headings: Introduction, Sustainable marketing, consumerism, Social Media Marketing, Attitudes towards sustainability, The sustainable consumerism paradox, Mass media communication, The origins of consumerism, consumer attitudes towards sustainability, the intangibility of SMM, Sustainability as a trend, Sustainable social marketing working with consumerism, the empowered customer, Green marketing initiatives and Guerrilla Marketing.
I understand that these areas are very flexible, and that – as I have two months to write and format the report – it is very likely that I will changes these sections around, integrating some, and removing others completely.
What next?
I must continue my research through extensive research. However, I must also consider ways in which I should allow my own voice to speak through this. I shall also look for blogs and other articles as forms of research.
Thursday, 18 February 2010
The project
Next I must describe the project, as a brief. I must include a summary of wat I propose to do, the main components of the campaign and the methodology I will adopt in order to find my facts and information.
Research will start by locating a low-key brand (and maybe a reputable brand for comparison?!) which uses the internet as its predominant form of promotion.
This will be used as a research case study throughout. Analysis will focus on blogging – any consumer feedback. The Facebook group – analysis of the number of ‘fans’, contributors to discussion, wall posts and interactivity on the news feed. Twitter etc will also be analysed.
A questionnaire, distributed unselectively, will look into how effective consumers find social media marketing, whether they appreciate its sustainable features or whether the cons outweigh the pros. Is the lack of physical outreach to the consumer actually going against the definition of consumerism?
Ultimately a conclusion will be drawn once the report has answered these key fundamentals – does a company’s focus on sustainability lead to the subordination of consumerism? And are the needs of a consumer neglected for the want of profit and a ‘green’ image?
Initial research:
Anholt, S. (2005). Brand new justice: how branding places and products can help the developing world. Oxford: Butterworth-Heinemann.
Miles, S. (1998). Consumerism then and now. Consumerism: as a way of life. 1 (1), 1.
Weinburg, T. (2009). Networking Within a Social Medium. The New Community Rules: Marketing on the Social Web. 1 (3), 51.
Kotler, P. Roberto, N and Lee, N. (2002). Social marketing: improving the quality of life. London: Sage Publications Ltd.
Research will start by locating a low-key brand (and maybe a reputable brand for comparison?!) which uses the internet as its predominant form of promotion.
This will be used as a research case study throughout. Analysis will focus on blogging – any consumer feedback. The Facebook group – analysis of the number of ‘fans’, contributors to discussion, wall posts and interactivity on the news feed. Twitter etc will also be analysed.
A questionnaire, distributed unselectively, will look into how effective consumers find social media marketing, whether they appreciate its sustainable features or whether the cons outweigh the pros. Is the lack of physical outreach to the consumer actually going against the definition of consumerism?
Ultimately a conclusion will be drawn once the report has answered these key fundamentals – does a company’s focus on sustainability lead to the subordination of consumerism? And are the needs of a consumer neglected for the want of profit and a ‘green’ image?
Initial research:
Anholt, S. (2005). Brand new justice: how branding places and products can help the developing world. Oxford: Butterworth-Heinemann.
Miles, S. (1998). Consumerism then and now. Consumerism: as a way of life. 1 (1), 1.
Weinburg, T. (2009). Networking Within a Social Medium. The New Community Rules: Marketing on the Social Web. 1 (3), 51.
Kotler, P. Roberto, N and Lee, N. (2002). Social marketing: improving the quality of life. London: Sage Publications Ltd.
My Proposal
Below is my proposal which I have submitted for consideration and approval:
The report will primarily focus on community-based SMM whilst attempting to find sustainable solutions in other forms of marketing.
Initial question to pose:
Are consumers concerned with engaging in sustainable forms of consumption?
Concerns:
Consumer behaviour is multifaceted and changeable – developments in marketing reflect this.
If consumers aren’t ready to adapt to a sustainable way of living, is it effective for brands to base their marketing around green initiatives?
Discussion:
Social marketing, as developed by Kotler and Zaltman, has been seen as a way of selling ideas, attitudes and behaviours. This can be achieved through many different online initiatives: social networking sites, news releases, blogs, podcasting, viral marketing.
Examples of perspectives to consider:
“How we consume, why we consume and the parameters laid down for us within which we consume have become increasingly significant influences on how we construct our everyday lives.”
“While we are sitting behind computer screens, we may be losing sight of the fact that the recipient of our personal message has emotions and feelings. In a social media relationship, you need to be authentic just as if you were in a face to face relationship.”
Debate:
However, to have a sustainable online Facebook site, for example, would not be enough. Green marketing requires the reorientation of the entire marketing mix, linking to the packaging of the product, branding, public relations, sales training, and measuring and teaching sustainability – for the next generation.
Possible solutions:
Guerrilla marketing will be contrasted to social media marketing, discussing how this unconventional system of promotion relies on creativity as opposed to a large marketing budget. It will be considered whether this is more effective than social marketing because it requires proactive interactivity with the consumer. Levinson’s technique is intended to get maximum results from minimal resources, and therefore can be considered ‘sustainable’.
Viral marketing will be discussed as a technique which increases brand awareness using readily available resources. This links to the advance of media communication. Viral promotion is not only word of mouth but can include video, games, e-books, images and text messages. (Therefore minimising print resources). Marketing with a dual purpose will be discussed as being ‘sustainable’, whilst also benefiting the customer, for example tissue-pack marketing as used in Japan. Flyers are often discarded whereas the advertising tissue packs are accepted as a gift.
What next?
I must consider in further detail the project as a brief.
The report will primarily focus on community-based SMM whilst attempting to find sustainable solutions in other forms of marketing.
Initial question to pose:
Are consumers concerned with engaging in sustainable forms of consumption?
Concerns:
Consumer behaviour is multifaceted and changeable – developments in marketing reflect this.
If consumers aren’t ready to adapt to a sustainable way of living, is it effective for brands to base their marketing around green initiatives?
Discussion:
Social marketing, as developed by Kotler and Zaltman, has been seen as a way of selling ideas, attitudes and behaviours. This can be achieved through many different online initiatives: social networking sites, news releases, blogs, podcasting, viral marketing.
Examples of perspectives to consider:
“How we consume, why we consume and the parameters laid down for us within which we consume have become increasingly significant influences on how we construct our everyday lives.”
“While we are sitting behind computer screens, we may be losing sight of the fact that the recipient of our personal message has emotions and feelings. In a social media relationship, you need to be authentic just as if you were in a face to face relationship.”
Debate:
However, to have a sustainable online Facebook site, for example, would not be enough. Green marketing requires the reorientation of the entire marketing mix, linking to the packaging of the product, branding, public relations, sales training, and measuring and teaching sustainability – for the next generation.
Possible solutions:
Guerrilla marketing will be contrasted to social media marketing, discussing how this unconventional system of promotion relies on creativity as opposed to a large marketing budget. It will be considered whether this is more effective than social marketing because it requires proactive interactivity with the consumer. Levinson’s technique is intended to get maximum results from minimal resources, and therefore can be considered ‘sustainable’.
Viral marketing will be discussed as a technique which increases brand awareness using readily available resources. This links to the advance of media communication. Viral promotion is not only word of mouth but can include video, games, e-books, images and text messages. (Therefore minimising print resources). Marketing with a dual purpose will be discussed as being ‘sustainable’, whilst also benefiting the customer, for example tissue-pack marketing as used in Japan. Flyers are often discarded whereas the advertising tissue packs are accepted as a gift.
What next?
I must consider in further detail the project as a brief.
In Depth Report - choosing the subject topic
I have just picked up this module as I have decided to major in fashion. Now there is a mad panic. I am almost three months behind in this project, so I am in a mad rush to catch up! The first step is to read the brief, which I will generalise for you here.
Basically, I am required to choose a sustainable fashion related area to research and examine in detail. The topic which I choose can be anything in the fashion world which follows or adheres to some sustainable practice. I have selected the ‘Social Marketing’ aspect.
The criterion for this selection is to report on the changes of consumerism and marketing using social media marketing. I must seek to discover whether this is the correct method in using a more sustainable method. Key points to consider are the use of less paper, print resources, and the pro’s and con’s.
Because I really have to get a move on with this project, I decided that I would begin research and writing the proposal tonight, even though I have a week until the submission of the proposal.
What next?
On my next blog entry I aim to have written the proposal and will post this on here.
Basically, I am required to choose a sustainable fashion related area to research and examine in detail. The topic which I choose can be anything in the fashion world which follows or adheres to some sustainable practice. I have selected the ‘Social Marketing’ aspect.
The criterion for this selection is to report on the changes of consumerism and marketing using social media marketing. I must seek to discover whether this is the correct method in using a more sustainable method. Key points to consider are the use of less paper, print resources, and the pro’s and con’s.
Because I really have to get a move on with this project, I decided that I would begin research and writing the proposal tonight, even though I have a week until the submission of the proposal.
What next?
On my next blog entry I aim to have written the proposal and will post this on here.
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