With a major entity such as the NFL that generates billions of dollars in revenue, you would imagine that when the entity decided to create its own magazine publication they would go choose a well respected publisher with a strong background. So the choice of Canadian publisher Dauphin Media Group, who possesses neither of those qualities, comes at quite a shock. A magazine publication is something that is an extension of your image. This is something people will want to advertise in and further strengthen the already tight bond that NFL fans have with the brand. Why would you go out on a limb with a Canadian company whose two publications are no longer in circulation? How does this make sense from a marketing standpoint? Is it the fact that they think their brand is so strong that taking a risk on an unproven publishers could not possibly hurt them? And how are they going to separate their magazine not be riddled with brand parody in a genre already ruled by titans such as Sports Illustrated or ESPN Magazine? To me this move does not make sense.
Thursday, November 24, 2011
NFL to Launch a new Magazine with Dauphin Media Group. Wait, Who?!?!
With a major entity such as the NFL that generates billions of dollars in revenue, you would imagine that when the entity decided to create its own magazine publication they would go choose a well respected publisher with a strong background. So the choice of Canadian publisher Dauphin Media Group, who possesses neither of those qualities, comes at quite a shock. A magazine publication is something that is an extension of your image. This is something people will want to advertise in and further strengthen the already tight bond that NFL fans have with the brand. Why would you go out on a limb with a Canadian company whose two publications are no longer in circulation? How does this make sense from a marketing standpoint? Is it the fact that they think their brand is so strong that taking a risk on an unproven publishers could not possibly hurt them? And how are they going to separate their magazine not be riddled with brand parody in a genre already ruled by titans such as Sports Illustrated or ESPN Magazine? To me this move does not make sense.
Body Language
Everything we have learned in class up to this point has dealt with print media. So how does body language fit in with print ads and brochures? It is a matter of visual cues and cultural differences. Many gestures that are commonly used in U.S. ads have very different and sometimes offensive meanings in other countries. Brad Phillips mentions one such difference in interpretation involving the peace sign. Who would think the use of the peace sign could derail their ad campaign? When developing brochures and print ads, screening photos for such gestures will keep marketers from making embarrassing or disastrous design decisions. Phillips also explains that facial expressions do not have the same impact on the viewer’s interpretation of advertisements in various cultures. In western cultures facial expressions are very important when communicating ideas. However, in eastern cultures people try to display consistent facial expressions. In these cultures subtle changes in tone and inflection take the place of facial expressions. Ads filled with smiling faces may have less impact on the viewer in Asian countries.
http://www.mrmediatraining.com/index.php/2011/11/15/body-language-isnt-equal-cultural-differences-matter/
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