Unit 1 Case Study
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American Idol: A Big Hit for Marketing Research?
Unit 1 – Case Study – American Idol: A Big Hit for Marketing Research?
Comprehensive Critical Thinking
Kinjal Mistry
California Intercontinental University
Dated: 10th July15
Author Note
Kinjal R Mistry, California Intercontinental University
Correspondence concerning this article should be addressed to
Kinjal R Mistry, 1913 Key St, Maumee OH-43537
Contact Email – kinjalm17@gmail.com
Contact Phone – 631-394-7810
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American Idol: A Big Hit for Marketing Research?
Abstract
American Idol has become one of the largest multimedia franchises in history, with an estimated worth, according to Forbes Magazine, of well into the billions of dollars. They have made a science out of product development. In the case the products are singers, but the same powerful principles could well be applied to virtually any product, physical or virtual. Having a popular TV show to leverage for marketing research and demand building is a powerful advantage, but one could well do the same thing, albeit on a much smaller scale, using a blog, and in fact, one could argue that a blog is perfect for this sort of marketing. Take a page from one of the most successful marketing efforts ever. In this paper, I tried to define the management decision problem confronting Melissa Marcello and Julie Litzenberger and a corresponding marketing research problem and show the linkages between the two, components of marketing research and what needs to be done.
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American Idol: A Big Hit for Marketing Research?
Introduction
If you want to see one of the best examples of a great use of marketing theory, watch American Idol.
For a long time now, we marketers have been using a “push” approach to new products. Expressions you have probably heard include “Let 's run it up the flagpole and see who salutes”; “Throw it against the wall and see if it sticks”; and, from my days in England, “Will the punters buy?”
Two well-known academics, Gary
American Idol: A Big Hit for Marketing Research?
Unit 1 – Case Study – American Idol: A Big Hit for Marketing Research?
Comprehensive Critical Thinking
Kinjal Mistry
California Intercontinental University
Dated: 10th July15
Author Note
Kinjal R Mistry, California Intercontinental University
Correspondence concerning this article should be addressed to
Kinjal R Mistry, 1913 Key St, Maumee OH-43537
Contact Email – kinjalm17@gmail.com
Contact Phone – 631-394-7810
Page |2
American Idol: A Big Hit for Marketing Research?
Abstract
American Idol has become one of the largest multimedia franchises in history, with an estimated worth, according to Forbes Magazine, of well into the billions of dollars. They have made a science out of product development. In the case the products are singers, but the same powerful principles could well be applied to virtually any product, physical or virtual. Having a popular TV show to leverage for marketing research and demand building is a powerful advantage, but one could well do the same thing, albeit on a much smaller scale, using a blog, and in fact, one could argue that a blog is perfect for this sort of marketing. Take a page from one of the most successful marketing efforts ever. In this paper, I tried to define the management decision problem confronting Melissa Marcello and Julie Litzenberger and a corresponding marketing research problem and show the linkages between the two, components of marketing research and what needs to be done.
Page |3
American Idol: A Big Hit for Marketing Research?
Introduction
If you want to see one of the best examples of a great use of marketing theory, watch American Idol.
For a long time now, we marketers have been using a “push” approach to new products. Expressions you have probably heard include “Let 's run it up the flagpole and see who salutes”; “Throw it against the wall and see if it sticks”; and, from my days in England, “Will the punters buy?”
Two well-known academics, Gary
References: Bradley, N. (2007). Marketing research: Tools and techniques, Oxford, NY: Oxford University Press Churchill, G. A. (2009), Marketing research: Methodological foundations, Mason, OH: South-Western Kolb, B. (2008). Marketing research: A practical approach, Thousand Oaks, CA: SAGE Publications Malhotra, N. (2010). Marketing Research, 6/E, Boston, MA: Prentice Hall Pride, W. & Ferrell, O. (2006). Marketing: Concepts and strategies, Mason, OH: Cengage Learning