My interest in the field of marketing started when I took my first marketing class at my previous college, Temple University Japan Campus, located in Tokyo Japan. The class was called Marketing Management and it was with my professor Keith Dinnie. At the time that I took that class, I was a declared International Business major but anxiety was running rampant in my mind, because I could not see a future for me after college, in Japan or anywhere for that matter, as an International Business major. I had no idea what kind of job I could get with this degree or for what type of company I could work. I had never heard of, or thought of the field of marketing as a possible career after graduation. However, that all changed after taking this course.
I learned a lot while taking Marketing Management with my professor Keith Dinnie. One of the most surprising things I experienced was the amount of time, money and effort, that goes in to creating and launching a new product, it is immense. I only became more interested in marketing as the semester went on and at the end of the period Professor Dinnie revealed that we would have several guest speakers coming to class. Cautious optimism was the feeling that I had towards the new guest speaking appearances, because I knew that this could possibly make or break my new hopes for going in to marketing as a possible career.
To my relief I was pleasantly surprised. I especially remember the presentation that two executives performed who came in from Interbrand. Interbrand is a worldwide organization that has offices in every major city, including Tokyo. The topic of their presentation was the time when they were asked to “brand” a new airline in Korea. My professor’s guest speakers started off the presentation by explaining how they conducted the research on the competitive field, which included information of what the existing competitors offered in terms quality, the appearance of their cabins, and the food and service that they provided. They even said that they showed a color wheel where they displayed were all the other airlines were positioned in terms of color choices. They found a couple of openings in the color wheel, one of them was in the purple section and the other one was in yellow section, which they later proposed as a possible differentiation opportunity to the client.
The Korean airline liked what they saw and gave them “free range”. Inter Brand got to decide everything from what kind of food the airline would serve, to the color pallet that they would use, and so on. This presentation was what sparked my interest in the field of marketing and it changed my life. I wanted to be in their position, making those important and exciting decisions. Can you imagine being in charge of marketing of a new airline? From that moment on I knew that I would like to have a career in the field marketing. I ended up taking other marketing classes with professor Dinnie and subsequently switching my major to marketing. The thing I remember most clearly from that class was the guest speaking appearance by Interbrand, because it changed my life.
So, when we got the opportunity to create a blog that would benefit us long after we had graduated, I immediately thought that I would write about the world of marketing and in particular IBP, or Integrated Brand Promotion which is going to be the main focus of the blog. IBP is defined as the process of using a wide range of promotional tools working together to achieve maximum brand exposure and brand recognition. By creating this blog, I am aiming to show off my marketing skills to potential employers.
What I seek to accomplish with this blog is to give you, the reader, a view into the field of marketing and what goes in to making a campaign successful. I will offer my opinion and research on why particular brands, campaigns or commercials are effective or ineffective. Another aspect of the blog will be to display humorous commercials which are not only going to serve as comic relief but will also show the point that I am trying to get across in the entry.
