The commercial in the video clip presented in the marketing research section was one of the top rated commercials of its time. Sales of cingular wireless service increased during its usage. Why do you think it was effective? There were wideranging reactions to the content from the disability community. is there an element of exploitation in this or not? What can we learn about marketing from this approach?
I think that this commercial could have been effective due to the inclusion of the disabled community in advertising, I personally do not see this as exploitation at all. What I do wonder is that if cingular and its customers, assuming this ad is roughly 20 years old, realized how much the mobile tech industry would actually aid the diabled community with communication devices and or apps.
This video shows that people with disabilities have ABILITIES that are valuable to the world. Many people assume that people with disabilities have no value to contribute, and that is entirely false. This commercial is great because it counters that widespread stigma. It also implies that this company in particular is accepting of diversity and sees the value in people with disabilities. It implies that they are an inclusive employer.
I think of how many talented people are judged by their appearance or disability. This video clearly shows that whoever wants to can make a difference regardless of disability. I was moved to see this video because there really are people who can make a change and show us that it is possible regardless of disability.
<p>Marketing by showing a, very powerfully effective, example of usefulness works every time!</p>
This video was very powerful. It depicts a person who is unable to verbally communticate but is extremely talented and expresses communication artistically.
