(English) ‘Cheap’ Thrills Come at a Price

My first job out of high school was at a local family owned department store. It had about seven or eight departments, ranging from toys to records to paperclips to cameras to “gifts.” It was started in the 1920s by a little old man who still came in every day, though he’d handed the reins off to his son years earlier. Nike Air Max Pas Cher Greyson Lambert Jerseys Our customers knew they weren’t getting the cheapest price when they shopped with us, but they came in nonetheless. Why? Perhaps for convenience we were right in the middle of town or because they wanted to support the community, or because they were comforted that the family who ran the store backed up every item they sold. Or maybe some other reason. nike air max pas cher That store has long since gone out of business, but I was reminded of it time and again while reading Ellen Ruppel Shell’s “Cheap: The High Cost of Discount Culture.” For I realized not only that stores like that don’t exist anymore, but that even trying to describe them to my kids begets the same cheap jerseys incredulous looks as when I tell them about phones that were attached to walls, or why 8 track tapes were once a good idea. fjallraven kanken goedkoop When Ms. Ruppel Shell talks “cheap,” she does not mean “that which is a good value for the money.” She means that which we buy because it is priced insanely low, whether we need it or not. It is this cheap, she argues, that is now the driving force in the world economy. Maglie Minnesota Timberwolves And that’s bad. To pursue her argument, Ms. adidas uk Ruppel Shell has taken an approach that gives us an appropriately complex, comprehensive and, it must be admitted, depressing view of what’s going on. In a sense, “Cheap” is a Venn diagram consisting of 10 economic and psychological conundrums, with “us” being the place where all those questions overlap. Rod Carew Baseball Jersey How does cheap affect consumers? How does it affect stores? How does it affect manufacturers? How does it affect the economy? Why do we think cheap is good? What was life like before cheap? Did such a time even exist? How do we justify cheap when we know it’s not realistic? What are the hidden costs to it? And lastly, how do we stop? “Cheap” is a well told story of how dangerously the consumer dynamic has evolved. Todd Gurley UGA Jersey But this focus on the actual transaction of goods for services begs a question: What the hell does it have to do with advertising? Advertising is about awareness, not sales. Words like cheap, expensive or otherwise generally concern advertising agencies only insofar as they affect the brand personality. nike air max 1 pas cher So let me phrase the question differently: Why should every advertising executive read this book? Two reasons come to mind. Nike Air Max 2016 Dames Roze The first one is internal. If “Cheap” proves nothing else, it’s that a race to the bottom in terms of price is always a http://www.cheapjerseys11.com/ death spiral. Air Jordan 13 Uomo For advertising agencies to think it could end otherwise is the height of hubris. Fjallraven Kanken No.2 Even in these economic times, your agency must sell itself to clients on something other than price genius, dedication, lovability, shoe size, whatever. Nike Air Foamposite To sell purely on price on cheapness, no matter how you dress it up is to play Russian roulette with a fully loaded revolver. The second is external. We are in the business of reflecting and refracting culture in our work; it behooves us, therefore, to never let our clients sell to customers on price alone. Doing so uses our abilities to expand the culture of cheap, accelerating the descent into madness. Doing so educates consumers that cheap is the priority. As marketers, we know that cheap is neither the most compelling nor the most sustainable reason to purchase. It may be one of the reasons, but it is never, in the long run, the reason. chaussures adidas This is not to say that advertising agencies are at fault. Ms. nike air max pas cher Ruppel Shell makes no such claim, and neither do I. Maglie Indiana Pacers But we do have a hand in the problem, which means we can also have a hand in the solution.