Serenity ShineMarketing Plan1980s – 1920s

Serenity ShineMarketing Plan1980s – 1920s

Scott Mitchell

Yi-Ran Xin

Anna Gabard-Durnam

Scott Mitchell

Yi-Ran Xin

Anna Gabard-Durnam

Ideas of the Era- Ideas of the Era-

December 24 1906 - First extended broadcast of human voice over a radio transmission

Older Crystal set radios were replaced by more effective vacuum tube technology, facilitating the spread of radios into homes across America

December 24 1906 - First extended broadcast of human voice over a radio transmission

Older Crystal set radios were replaced by more effective vacuum tube technology, facilitating the spread of radios into homes across America

The Advent of Radio Broadcast

Ideas of the Era-Ideas of the Era-

Amidst a booming economy, affluent members of society saw consumer goods as a symbol of status

Consumers across the country sought to best one another with new and expensive goods and services, and also with their leisure times.

Amidst a booming economy, affluent members of society saw consumer goods as a symbol of status

Consumers across the country sought to best one another with new and expensive goods and services, and also with their leisure times.

Conspicuous ConsumptionConspicuous Consumption

Ideas of the Era-Ideas of the Era-

Youth began connecting with one another on a peer to peer level.

Nightlife became far more prevalent Birth of Jazz Conservative reactions Parental distrust for societies new direction

Youth began connecting with one another on a peer to peer level.

Nightlife became far more prevalent Birth of Jazz Conservative reactions Parental distrust for societies new direction

Youth Culture v. TraditionsYouth Culture v. Traditions

Musical Commercial Saves Wheaties From Extinction

With creation of radio, new media for advertisement

Illegal to directly advertise on the radio Incorporation of upbeat music

Musical Commercial Saves Wheaties From Extinction

With creation of radio, new media for advertisement

Illegal to directly advertise on the radio Incorporation of upbeat music

Product Example #1

Product Example #2Product Example #2

Kodak camera print ad Showed a move towards

advertising directly at women

(starting segmentation) Limited color in print ads Catch phrase: “Kodak as you go.”

Kodak camera print ad Showed a move towards

advertising directly at women

(starting segmentation) Limited color in print ads Catch phrase: “Kodak as you go.”

QuickTime™ and aTIFF (Uncompressed) decompressor

are needed to see this picture.

Successful ProductsSuccessful Products

Marketing boom means more consumerism overall

Advances in science leads to a market for health products (i.e. soap, disposable cups, paper towels, and feminine hygiene)

More leisure time made entertainment products more successful (mainly the radio)

Standardized food products were readily available and easy to use (i.e. Coca-Cola, Wheaties, etc.)

Marketing boom means more consumerism overall

Advances in science leads to a market for health products (i.e. soap, disposable cups, paper towels, and feminine hygiene)

More leisure time made entertainment products more successful (mainly the radio)

Standardized food products were readily available and easy to use (i.e. Coca-Cola, Wheaties, etc.)

Serine Shine®

A soap product (Serenity Shine ®) that sponsored a soap opera on the radio

Serine Shine® thoroughly cleans dishes leaving them clean while being gentle on skin, allowing the user maximum comfort while using the most effective product on the market.

Competition Other soap companies Lever Bros. Co. LUX

Pros: directions for product usage on ads Cons: ads are dull, full of text, doesn’t grab

one’s attention, only advertises in newspapers

Swift & Co. Wool Soap

Pros: no free alkali in the product, ads feature a large picture

Cons: made of wool, only advertises in magazines

Competition Super Suds

Pros: radio soap opera, “ you can use more because it costs less”

Cons: would not be the first soap opera (aired in 1931), therefore Serenity Shine would have an edge in developing a larger audience

Positioning Serenity Stories would be one of the first soap

operas (airing in 1929) Soap operas - dramas sponsored by a soap

company, had a plot involving some aspect of the product

Radio advertising: popular and catch consumer’s attention “With Serine Shine®, your dishes will never be dirty

again and your hands will feel as smoother than with those other soaps.”

Communication Strategies

The ad is distributed through the radio (sponsors the soap opera “Serenity Stories”)

Listeners of soap operas were generally middle to upper class females

Therefore the items advertised tended to relate to household chores

Advertising

By using the radio and a soap opera to advertise maximized company profit for reasons such as:

A broadcasted radio program costs less to produce than print ads

Radios were very popular (most families had one) and the advertisement could easily reach a wide audience

Works Cited:Works Cited:

"Emergence of Advertising in America." Duke University Libraries. Duke University. 16 May 2008. <http://library.duke.edu/digitalcollections/eaa/>.

Goodwin, Danny. "Old Time Radio Commercials." OTR Website Internet Articles. 15 May 2008. <http://www.old-time.com/commercials/>.

"Emergence of Advertising in America." Duke University Libraries. Duke University. 16 May 2008. <http://library.duke.edu/digitalcollections/eaa/>.

Goodwin, Danny. "Old Time Radio Commercials." OTR Website Internet Articles. 15 May 2008. <http://www.old-time.com/commercials/>.