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We are glad you are enjoying Advertising Age. To get uninterrupted access and additional benefits, become a member today. Log in or go back to the homepage. And so far, it's paying dividends: Late last week Match.
And all those spots have been shot, produced and edited without a creative agency. The latest campaign features real Match users on real dates, filmed with reality-TV production company Picture Shack. This no-entertainment-agency strategy has meant many late nights and weekend calls for Ms. Ginsberg, who heads marketing strategy for the site's North American operations, but it's also been fruitful: The reality-TV-style campaign came a year after Match split with Hanft, Raboy and Partners -- ending a six-year relationship -- and selected Campbell Ewald, who launched "The Beginning" campaign, the predecessor to this current effort.
But then the idea to film real dates with Picture Shack came up and Campbell's role became moot. Ginsberg, who left her role as VP-worldwide marketing at software company i2 Technologies in to serve as general manager of Match sibling site Chemistry.
She later moved to head marketing for all of Match. Ginsberg, a self-professed risk-taker who's committed to being honest with her customers in a category where over-selling is the norm, talked to Ad Age about why Match. And in case you're wondering, Ms. Ginsberg met her husband eight years ago at work, not on Match -- though a childhood friend and her CEO's brother both met their spouses on the site. Match is a big place, but to humanize it, we showed all the great people you can meet.
But we took a step back at the end of to really focus on the value proposition. At the end of the day, we really want to get people to meet, to have email communications, to go on dates. We wanted to focus on the beginning of those relationships.
What we were trying to encapsulate was the journey, not the destination, and show that success on Match is going out on a great date that will end up in a relationship and marriage. The first campaign launched at the end of People liked the campaign, but something was nagging me. I really wanted to go to a place that was real, authentic and raw, and that showed that hopefulness of people going on a first date.
So we did something that was a little untraditional. We talked to a company called Picture Shack that did work in reality TV. We then identified two people on Match and asked them to go on a date. We put a mic on their backs. They had never met each other, and we basically got out of the way. You saw a lot of excitement of the date, and also the awkwardness.
What we realized is that we were on to something interesting. What's the benefit to potential users of Match of showing real people? Our biggest competitor features people who have met and married and share their testimonials about how happy they are and how in love they are [in ads]. But that seems a very long way out for the consumer. The consumer insight is that, particularly for people who are divorced or don't have social circles where they can meet a lot of people, meeting someone great is not that far away.
If we can just show the experience, more people will think the bar has been lowered. The automobile especially afforded a young couple the opportunity to have time together away from parental constraints. With the shift of courtship from the private to the public sphere, it took on a new goal; dating became a means to and indicator of popularity, especially in the collegiate environment.
In this format, dating became about competing for the potential mate with the highest social payoff. On a campus in the late s, a man's possession of a car or membership in a key fraternity might win him the attention of his female classmates. Women's status was more closely tied to how others perceived them.
If they were seen with the right men and viewed as someone who was desired and dateable, they would achieve the desired social status. It is common for college students to seek sexual encounters without the goal of establishing a long-term relationship, a practice commonly referred to as hooking up.
For instance, at Howard University , the majority of students see hooking up as meeting friends or simply exchanging phone numbers without any sexual connotation to it. In countries other than the United States, other terms are associated with hooking up such as casual sex and short-term mating. It occurred least frequently in Poland, Ethiopia, and Congo; and it occurred most frequently in Lithuania, Croatia, and Italy. Lavaliering is a common practice among fraternity brothers and their girlfriends within the United States.
Lavaliering is a secretive ritual between the fraternity and the brother's girlfriend. The brother gives his girlfriend his letters or fraternity's insignia in order to label her as becoming a sexual possession to him. My blindfold was eventually removed, and I could see the room was filled with brothers all wearing their robes used for fraternity rituals.
The only light was from lit candles around the room. At first I was a bit nervous, but then I saw my boyfriend and knew that everything was going to be alright. According to one account, the brother is tied to a bed post in the house, and "someone pours beer down his throat until he vomits.
After he vomits, the girlfriend is supposed to kiss him. College dating, like many other forms of relationships, is being influenced by the application of new technologies. The most prominent among these technological advances is the rise in popularity of social networking and matchmaking sites such as DateMySchool , a website dedicated to college dating established in These new technologies modify certain aspects of the current system of relationship formation, rather than fundamentally changing it.
Participants in these services who are looking for a face-to-face relationship still tend to impose geographical and group-based limitations on the pool of potential mates. This indicates that, despite the increased number of possibilities, users still value the possibility of an offline relationship.
Participants use the services in order to meet others who are outside their social circles, but still attempt to impose some limitations to maintain the possibility of a physical relationship. While the current literature on the specific effects of the advent of the internet on university-age dating is somewhat lacking and contradictory, there is agreement that it follows the trends of the general population.
When students use the internet to find and create relationships, the most common bonds formed are on the level of friends and acquaintances. About ten percent of those interviewed reported one or more romantic relationships that had originated online. They found that there is no significant difference in between those ranking high and low in risk for social or dating anxiety in the types of relationships that are formed through the internet. The difference lies in the fact that those with high anxiety indexes used webcams to communicate with people they had met and maintain their relationships.
Stevens and Morris speculated that webcams allow for some of the benefits of face-to-face communication while retaining some of the buffering effects of cyber-communication, alleviating the social anxiety of the user.
Dating violence occurs in both heterosexual and homosexual relationships, and is defined as verbal, physical, psychological or sexual abuse to either gender. Date rape is a common problem on college campuses; between 15 and 25 percent of college women experience date rape, and over fifty percent of college-aged men were sexually aggressive while on a first date.
Sexual violence on campus can take on different forms. Physical abuse includes all forms of intending harm onto others: Sexual harassment on campus can occur from authority figures, such as faculty members, or from the victim's peers in the college setting.
Regardless as to where the abuse comes from, the end-effect usually leaves the victim feeling used. Since , federal law in the U. Colleges have also started education programs aimed at reducing the incidence of date and acquaintance rape. One priority is getting victims to report sexual assaults, since they are less likely to report one if it is an acquaintance.
The phenomenon of student-teacher romantic and sexual relationships is one that is found across many types of school systems, age groups, and demographics. While the consequences and social problems of these relationships are relatively clear in elementary and secondary settings, the issue becomes more complicated in a university.
The fact that the vast majority of college students are at or above the age of consent means that romantic relationships between faculty and students are not necessarily illegal. This differentiates the issue from concerns over such relationships in elementary and secondary schools. The main concern about teacher-student romance in the university setting is largely one of potential conflicts of interest. If a student and a professor are in a relationship while the student is enrolled in that professor's class, there is the possibility that their relationship could create conflicts of interest.
Besides the potential breach of classroom etiquette, there is also concern over grading impartiality. Another possible issue that since professors have so much power over their students in matters of grading, recommendations, etc. From Wikipedia, the free encyclopedia.
Date rape and Sexual violence. College Women on Dating and Mating Today" pg Retrieved 2 November Syrett 28 February The company he keeps: Retrieved 17 November Tixall letters; or The correspondence of the Aston family, and their friends, during the seventeenth century, with notes by A. Differences that make a difference: