Undifferentiated marketing is a less used marketing strategy, but which has been made possible by mass communication. The marketing approach overlooks the concept of market segmentation and considers them as one audience. Undifferentiated marketing demands broad and dramatic appeal to a diverse audience. However, when not effectively executed, the method can result to generic, watered down, and irrelevant messages, which cannot augur well with the subgroups. Mostly, actors adopt less discriminate approach, especially with complex, or multifaceted. TBS television comedy lineup is made of these diverse audience marketing strategies. The programs include Men at Work, The Big Bang Theory, Conan O’Brien, House of Payne, For Better or Worse, Family Guy, and The King of Queens. The shows appeal to every market segment. TBS promotes itself as “very funny.” The tag line has grouped a diverse audience who are thirsty for humor. Each audience group has its own interpretation of the humor since the movie appeals to every audience. The King of Queens has come out as one of the most TBS success stories since the inception of differentiated marketing drama shows.
The King of Queens is an American CBS show that ran between 1998 and 2007. Doug works with IPS as a delivery driver. His wife, Carrie works as a law firm secretary in Manhattan. They live with Arthur, Carries father, who gives them the responsibility of a child. The show has effectively achieved the comic effect, while at the same time evokes such themes as gender, social class struggle, investing, and class. It success has been attributed to the manners the series appeals to the audience.
The drama appeals to the audience through ethos. The King of Queens authors are respectable actors who hold a significant position in the comedy industry. The position is an ideal tool of influence. They are influential comedy personalities who have been endorsed with many awards. They names resonate with TBS tag line “very funny.” The main characters include Doug Heffernan (Kevin James), Carrie (Leah Remini), and Arthur Spooner (Ben Stiller). The names are synonymous with funny comedies and audience will fast acknowledge the production even before watching the film. The protagonist Kevin James is a respected comedy producer, who has been nominated and won several awards among these are a nominee for Teen Choice Award Choice Movie Liplock for Hitch, award on Hitch the same year, Razzie Award for Worst Supporting actor in the 2007, I Pronounced You Chuck and Larry, also won Worst Screen Couple on the in the same year, and in 2008, he became a nominee for an Outstanding Lead Actor in the comedy series The King of Queens of Kings. The series appeal to the audience owing to the expertise bestowed upon the lead actors, their starling performances in the industry, and personality.
The strength The King of Queens radiates from Kevin James and Leah Remini personality to the people, institutions, and various sectors socioeconomic environment. The film appeals through the love shared between Alice Kramden and Raph in the 1950s seminal sitcom The Honeymooners and the Donna Reed. These are strong productions, which have left a map in the comedy world. The financial transactions appeals to the economic class, especially with mentioning of various companies. The King of Queens appeals to the audience through the mentioning of well-known and important financial institutions. It reflects upon institutions such as Spiva U.S. Scorecard collected from S&P Down Jones Indices, the XY Planning Network, index mutual funds, the National Association of Personal Financial Advisors, and Alliance of Comprehensive Planners. These are institutions renown for investment activities and fast appeal to any business minded audience.
The use of pathos is pronounced in The King of Queens. Emotional appeal is drawn by Doug status. He is a typical Hollywood working class. The protagonist is lazy, fat, impulsive, and incompetent. He drives through areas full of fast food ordering huge amount of food wearing an underwear. He is emotional and emotional. In an occasion, he hits a plastic waiter representation while in fits of anger. Audience must be concerned with Doug health, considering the huge amount of calories he consumers while he is already overweight. The audience can be drawn into a practical family turmoil and relate with their daily lives.
A stalemate arises when the two cannot agree on decision to invest their money. The situation worsen when their investment continuously show decline. The pull and push between the couple further risk their investment. While reflecting on a normal couple situation, investment is illustrated as sensitive issue among the married. Family can easily lose their finances due to poor decisions. Audience easily relates these appeals to their daily house lives
The reality of the movie appeals to clients in their daily lives. Doug is a reluctant person, who has no future dreams. Carrie is an ambitious woman who struggle to keep her house in order and push Doug to the highest possible limits. Gender role is a contemporary issue. The society is coming to terms with the fact that woman can be more ambitious than men can. Women can have better jobs, and still maintain their families.
Emotional appeal is further exhibited by the strength of the couple. The family did not finish their college, however, they are apparently having a comfortable life. They have a big and pleasant house. The audience sees the two having luxuries such as going out to eat and watching movies. The two showcases the American ideal of hard work. While Doug is satisfied with his life, Carrie feels she needs a better job than a secretary does, she finally enroll for her college education. The dramatic representation of the family’s life appeals to the audience who believes their education is a limiting factor to good life. Carrie’s decision to go back to school is show of personal development irrespective the stage in life.
Logical appeal has been drawn in the film in many ways. Statistical appeal is the most utilized in the King of Queens. When Doug come home with $3000 Christmas bonus, the couple finds themselves stuck with the decision operating their saving account and investing into the stock market. She wins the day and invest in the money in technology stock. The bought the shares at $6 and in the next day it plummeted to $12, followed by drops of $4 and $3. While Doug was worried, Carrie would say, “We are long term investors. “We are in this for three to four weeks.” Dog insisted with “Sell now, I am not wired to this kid of stuff!,” and the family sells the stock at $3. Two days later there was 200% rise in stock. The family buys the stock, but it suddenly downs to $2. The lesson appeals to stock investors that they should not have all their money in one stock. It also shows the unpredictability of the market. It also appeals to investors to seek help from experts before buying shares.
Michael J. Weithorn and David Litt. King of Queens. (1998-2007). Film