I’d describe the Jones family’s marketing approach as personal selling because they built personal connections with their customers. Their marketing strategies were quite effective. Each member of the family had their own little marketing niche. One focused on cosmetics, one worked in hair, and one even made cool little gadgets. They each found their own little audience, which became their customers and befriended them to sell their services/products.
The Joneses did make use of visual advertising. Which is similar to what other brands do. In music videos or even social media events, there’s alot of intentional product placement. The characters in the film do things similar to this. One of the characters promoted her clothing by wearing it out in the neighborhood, while another character Kate, promotes hair products simply by having them on display in her salon, or by just showing them to her customers.
I personally believe the the Jones family is on the unethical side. While they genuinely believe in the products they promote, and they share them with friends and peers because they think these products are great. They are constantly trying to deceive their customers throughout the film, which is an unethical form of marketing.
If I had been friends with someone from the Jones family prior to uncovering their secret, my first impression might have been that they were very materialistic. However, once I became aware of the truth, I would have felt a sense of empathy for the pressure they were enduring, and the fact that their way of life was not genuine.
