Wabash Blogs Marketing Immersion 2006

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Product Placement, Computers and Muncie

Nick Hunter - This morning, Bill Lovejoy spoke to us about the various ways to get a brand or product out in the market. Bill works for 2Fold, a division of Borshof, Johnson, and Matthews. He covered a multitude of topics from obvious product placement to more subtle methods. It was a great insight into the specifics of how a company gets products out there aside from the traditional 30 second television spot. I learned that though they probably won’t ever become obsolete, the 30 second spots are less and less appealing to companies as a result of technological advancements like TIVO and the increased use of the world wide web.

After lunch, we wrapped up our discussion on product differentiation with a specific case example involving computers. Unfortunately, I don’t know the first thing about computers, but because of what we had learned that day, I was able to pull some things together to participate.

The highlight of the day was our trip to Muncie and our visit to Joseph David Advertising, a marketing/advertising firm run by two Wabash alums. Scott Smalstig, the company president, gave us our first hands-on experience in marketing. He started off by getting our input on a few direct mail pieces aimed at Wabash alums. After that, he let us have access to one of the projects he was working on: Sea Island Resorts. It’s a project for getting the nation’s financial elite into a private community on Georgia’s coastline. As Mr. Smalstig led us through this project, we got a glimpse of what marketing/advertising is like when applied in the “real world”, outside of the textbooks. Following this, we went out to a relatively nice restaurant downtown Muncie where we got to know Mr. Smalstig better in addition to discussing the concepts and ideas we had learned that day.

In photos: Above left, Nick Hunter (far left) discusses morning session with other students. Lower right: One of the flyers aimed at Wabash alums in business.