MarketingMix CONTENTS I 02 I Book Review I 31 I Expert Opinion: Marketing Mix reviews Quirkology Lizelle Smit (authored by Richard Wiseman), and Lizelle offers some expert tips for finds out about curious aspects of advertising on radio ahead of the life: how much of a role does one’s holiday season horoscope actually play? Or how can I tell if someone is lying to me? 20 I 32 I Expert Opinion: I 04 I Ed’s note Helen McIntee Helen unpacks packaging and its role in the marketing mix I 06 I DMA Find out about the Assegai awards criteria and categories, and the new I 33 I Indian media founder members for the DMA Marketing Mix gets a little closer to the local Indian market, and 11 discovers a gem I 08 I News 29 All the latest gossip in the wonderful I 38 I Business Media world of the marketing mix New entrants into the business media sector offer more niche target I 16 I 7 Day [B]itch markets and have forced everyone to up their game Discovery Magazine editor, and freelance writer, Gus Silber tells us why he doesn’t like films about I 46 I Ethical marketing pirates 12 Alison Tucker ponders what it means 49 to be an ethical marketer amidst the I 17 I Expert Opinion: Green revolution Richard Duncan Richard examines the nature and I 49 I Expert Opinion: impact of change Richard Mullins Richard tells you how to maximise I 18 I Brand Anatomy your e-mail marketing returns Marketing Mix gets to know Hummer 50 I 50I Content Champions We pick this year’s best content I 20 I Township providers marketing 16 Marketing Mix investigates what’s hot and happening in the townships, I 54I Sales Promotions and tells you how to get into the Critique township markets Marketing Mix looks at some of the best sales promos I 28 I Footskating 101 I 55 I Expert Opinion: Footskating 101 producer, Ronnie 54 Apteker, chats about the trials and Nici Stathacopoulos tribulations of marketing a local film Nici prompts direct marketers to Just Do It I 30 I Expert Opinion: 18 Michele Venter-Davies I 56I Law Mix Michele explores the school car park Eugene Honey unpacks the risks and dynamics, and the hullabaloo around issues around licensing intellectual marketing to kids property Vol 25 No. 11/12 I 2007 I MarketingMix 1 by michelle sturman BOOK REVIEW Quirky Quirkology is about the quirky nature than the other two groups.’ of humans. The author, Richard Wiseman, is Those engaged in research, will be inter- a well-known psychologist whose studies ested in the section on lying. Research con- and experiments have been featured on TV ducted by Professor Charles Bond, involved documentaries across the world. Quirkology surveying thousands of people from over 60 not only details Wiseman’s foray into the countries. What’s intriguing is that the tradi- weird and wonderful, but also some of the tional indicators we associate with lying – other quirky studies undertaken in the name averting a gaze, fidgeting etc – just don’t of trying to figure out what makes us tick. hold up, which could explain why people According to Wiseman: ‘quirkology uses are so bad at detecting liars. Apparently, the scientific methods to study the more curious way to tell a lie is to study the words used aspects of everyday life… but has never been and the way in which they are used. A few formally recognised within the social sciences.’ indicators include fewer references to them- One of the first stories that Wiseman tells selves and feelings within the story or lie is of an experiment playing the stock mar- they are telling. Following on from this sec- ket. Can astrology really predict what’s tion is one on the human smile – can you going to happen? Wiseman found a city most of the opportunities that came their way.’ tell if a smile is real or fake? analyst, a financial astrologer and a four- A fascinating chapter, entitled In the chapter, Trust everyone, but always year-old girl to invest in the stock market. Chronopsychology and the grim reaper, cut the cards, an experiment to get people After a year, the results were analysed. The details an experiment by sociologist David to part with their cash through the power of four year old made the only profit! Wiseman Philips at the University of California. His suggestion is demonstrated. In the experiment, was prompted to engage in this first experi- specific interest is whether people are able two objects were bought from a hardware ment to find out why people believe in to postpone their death until after the store. People in the first group of passersby astrology – a few more examples of moment of important emotional significance. were asked if they felt anything unusual – as astrological experiments are detailed in the While controversial, one of his largest expected, they didn’t. The second group book. What’s important from reading the studies looked at whether people’s date of was told that the objects were designed to astrology experiments is the notion that birth influences their date of death. It was feel unusual – some people reported different many people who believe in astrology know found that women were more likely to die sensations and said they would pay far more what star sign characteristics are meant to in the week following their birthday, while than the items were actually worth. The be, and therefore tend to say they possess men were likely to die in the week before third group had visual elements introduced those characteristics. their birthday. such as Wiseman dressed in a lab coat. This Finding out detailed characteristics of Another study conducted on 2 000 Finnish group reported more extreme sensations consumers could be a way to fine-tune men tried to establish a link between healthy and reported they would pay more than campaigns. Do your consumers believe they thinking and longevity. The group was divided three times the amount for the objects than are lucky or unlucky, for example? Results from into pessimistic, optimistic and neutral groups the second group. According to Wiseman: various experiments reveal that people make and studied for six years. ‘It was found that ‘It was a dramatic demonstration of how their own luck: ‘the lucky people were the men in the “pessimistic”group were far easily suggestion can be used to part the optimistic, energetic, and open to new oppor- more likely to die from cancer, cardiovascular gullible from their cash.’ tunities and experiences. In contrast, the disease and accidents than those in the Other interesting experiments include: how unlucky people were more withdrawn, clumsy, “neutral” group. In contrast, the “optimistic” people choose to save money for items on anxious about life and unwilling to make the group exhibited a far lower mortality rate sale relates to the overall percentage of the amount of money they are spending; how subliminal advertising doesn’t really work; The Chambers Dictionary 10th Edition how first names affect personality, life and For those looking for the most eccentric, lesser-used words in the English language, this career choices; how news affects people’s is the dictionary to have. It’s probably the only way you’ll ever get to know what jober- outlook; how to write the perfect personal ad; nowl, fizgig, snoozle and zoozoo mean – and they’re just some of the examples on the how female van drivers are the most aggressive; cover! A must-have for copywriters and anyone who loves words. The dictionary also and measuring the pace of life. K contains sections on first names, foreign language quotes, books of the Bible, wine bottle sizes, international paper sizes and Internet suffixes, among others. Quirkology The Curious Science of Everyday Lives The Chambers Dictionary 10th Edition By Richard Wiseman Chambers Harrap Publishers Ltd Macmillan R495 R143 2 MarketingMix I Vol 25 No. 9/10 I 2007 by michelle sturman ED’S NOTE TV talk I’m addicted to Ugly Betty, the smash hit US comedy (just won a couple of Emmys) but what has really piqued my interest is the Dulux sponsorship. Talk about a match made in heaven. It’s not as if we haven’t seen the ads before, but kudos to the genius that decided to match the two. This got me thinking about other sponsorships of my favourite programmes. Prison Break, for example, was PROPRIETOR AND PUBLISHER: sponsored by Peugeot. Not an altogether bad match and it Systems Publishers (Pty) Ltd. did tie the ads into the theme of the programme – fast Tel: (011) 234 7008 getaways, etc. Survivor is great local programming (and vastly superior this year without the D-list celebs on it) but I’m not 100 per cent convinced by Vodacom’s ads. They’re cute and North Block, Bradenham Hall, designed to tie in with the whole ‘surviving without broadband’ idea but I think it’s slightly Mellis Road, Rivonia misplaced and the cartoon theme doesn’t work for me. The KFC ads that are slotted in are great. But, neither of them are a patch on Pick ’n Pay’s efforts last year – loved the fact that ads were PUBLISHER: Terry Murphy tied directly into an event that happened on a particular night’s episode. That’s creative. Two sponsorships that really don’t work are Leaf Wireless for Grey’s Anatomy and Tata for EDITOR: Michelle Sturman Desperate Housewives. Let’s start with Grey’s Anatomy. It’s simply the wrong product for this e-mail: [email protected] environment and the ad is all wrong – aliens and hospitals, cellphones and hospitals! A little trite and completely obvious, but how about medical aid, gyms, energy drinks, beauty products – the JOURNALIST: Fulvia Becatti female cast is always beautifully made up, no matter what the emergency, or tissues – who e-mail: [email protected] doesn’t sniffle during almost every episode? And now for Desperate Housewives… call me a snob (and the Marketing Mix team) but when SUB-EDITOR: Jenny Bastomsky the cast of the show drive very expensive cars (Gabrielle and the Aston Martin, for example), Tata e-mail: [email protected] doesn’t quite make the grade.