Joneses Movie
Bonus Assignment
Joneses (2009) Movie
1. Summarize the movie – what is it about, what does it tell us about the marketing community that we live and work in, is what they did ethical or not?
This movie starts with the idea that a family comprising of parents along with their two children shifting to a new town. This family belonged to a high SEC and settled in a town where mostly people belonging to higher SEC were residing. They behave as if they are a real family but in reality, they are marketing people who settled in a town in order to promote different upscale products and services which were provided to them by their company. Each member of the family was a corporate employee, hired on a contract to market high end products to different people in their social group. This is the reason, why the family members were very social and had an art of making a number of friends very quickly. The result of this family was presented to them on regular basis; this was in terms of the unit sales of the products which they were marketing in that town.
As quoted in the move, a concept of Stealth Marketing has been used. This concept states that different products and services are marketed to the consumers but they are unaware of the fact that they are being marketed. This is exactly what was happening in the move. Steve (father) was very fond of playing golf; he made his friends believe that he can play golf very well because of the golf club which he owns. Apart from this he even marketed a number of other gadgets including his car, Audi. Similarly, his wife Kate; used to show off with her jewelry, clothing, beauty related products, etc; their son Mike promoted different gaming gadgets and their daughter promoted different accessories and make-up items which could be promoted to the girls of her age.
The entire family was promoting the products in a very natural way. They were promoting an attitude and a lifestyle. If people liked it, they asked for more
Joneses (2009) Movie
1. Summarize the movie – what is it about, what does it tell us about the marketing community that we live and work in, is what they did ethical or not?
This movie starts with the idea that a family comprising of parents along with their two children shifting to a new town. This family belonged to a high SEC and settled in a town where mostly people belonging to higher SEC were residing. They behave as if they are a real family but in reality, they are marketing people who settled in a town in order to promote different upscale products and services which were provided to them by their company. Each member of the family was a corporate employee, hired on a contract to market high end products to different people in their social group. This is the reason, why the family members were very social and had an art of making a number of friends very quickly. The result of this family was presented to them on regular basis; this was in terms of the unit sales of the products which they were marketing in that town.
As quoted in the move, a concept of Stealth Marketing has been used. This concept states that different products and services are marketed to the consumers but they are unaware of the fact that they are being marketed. This is exactly what was happening in the move. Steve (father) was very fond of playing golf; he made his friends believe that he can play golf very well because of the golf club which he owns. Apart from this he even marketed a number of other gadgets including his car, Audi. Similarly, his wife Kate; used to show off with her jewelry, clothing, beauty related products, etc; their son Mike promoted different gaming gadgets and their daughter promoted different accessories and make-up items which could be promoted to the girls of her age.
The entire family was promoting the products in a very natural way. They were promoting an attitude and a lifestyle. If people liked it, they asked for more