The marketing platform known as Christmas is, given its obvious importance to the powers-that-be, often a season of increased honesty among the professionals who plan, implement, and track our market-totalitarian culture’s driving gears. Hence, in today’s edition of Advertising Age, reporter Natalie Zmuda asks:
Consumers claim they’re keeping a close eye on holiday budgets, so how to explain this year’s record-breaking post-Thanksgiving retail sales?
The answer, of course:
The secret is landing on the right marketing message, but it’s no simple feat. For retailers, planning for the Christmas ads just now airing kicked off months ago. Many begin assessing the season as soon as the last holiday season ends, with the heavy lifting in market research and consumer testing happening in late spring or early summer.
Social engineering, in other words.
All to the intended (for the overclass) end:
Research from Shopper Sciences, part of IPG’s Mediabrands, found that 80% of shoppers surveyed spent more than they planned to Black Friday weekend. Shoppers have been “living in a siege state of mind,” said Shopper Sciences CEO John Ross, so consumers are susceptible when they stumble on that perfect item that wasn’t on the list.
Tis the season — of induced stumbling and susceptibility!