"Rolex
is not in the watch business...We are in the luxury business."
- Andre Heiniger,
Chairman of Rolex
TASK 3 & 4
Who are the "Big 5" U.S. Media Giants and
what role do they have in your life?
1. Link to Merchants
of Cool: Media Giants page. One student will READ ALOUD
the key
statistics of
EACH
of the "Big 5" Media Giants
listed. DO NOT CLICK ON COMPANY YET. Others will make
notes
about each Company.
On
the PC, one student at a time, click
on company to reveal details. Make some brief notes about the
smaller
companies you recognize among the
detailed list and allow the next student to do the same. Once all
students have
seen
(1) company each, AWAY FROM PC,
exchange information until you have some basic info about each company.
2. Using the Me and
the Big 5 Worksheet make a list of the products you
have bought/rented recently that fall into the
catagories: Music,
Videos, Movies,
Software and Books. How many of the of Big 5 products do you own?
Write
a short reflection (2-3
paragraphs) on your results..
3.
Read the transcripts of and watch Merchants
of Cool: Chapter 1. (9-10 min) After
video, as a
group, with support from video,
answer the following questions:
a) At the start of the video what
method is being used to find out what teens like?
b) What is the spending power of
teens, and how important are they to the economy?
c) What is meant by
"cool-hunting" and why is it an important technique. What is puzzling about it?
d) What must companies be careful about due
to the stubborness of teenagers?
TASK 4
What does Authenticity and have to do with the Marketing of a
Brand?
Reality vs. Perception: Whats the difference?
How do these concepts help Advertisers sell a sell a culture/lifestyle?
1. Read transcrips of and watch Merchants
of Cool: Chapter 2.
After video, as a group, with support from video,
answer the following:
a) In the early 90's, what
did Sprite's focus groups tell them about what was wrong with
traditional advertising?
b) What method did Sprite
use at first to make it more teen friendly? Why did this not
continue to work?
c) What does it mean to "sell a
lifestyle?"
2. Can we believe everything
we see?
Link to Brainydictionary.com
and find meanings of Authentic and Perception.
3. Using support from the
video, write a summary (1-2 pages)
answering Task 4 questions regarding the power of
Authenticity, and Reality vs.
Perception.
