I would categorize the way the Jones family lives as personal selling. Not all families are as selling as the Joneses but they knew how to sell. By selling people on “themselves” they were able to sell everything else. By incorporating their lifestyle, they were able to build communication with customers (neighborhood) and show how to use the product efficiently.
A brand that I would compare to the Joneses marketing tactics would be Good American. This brand does not only sell denim and clothing, they sell a lifestyle. Khloe Kardashian being the face of this brand allows customers to imagine themselves in her jeans. In addition, by having famous women of all shapes and colors model to market the clothing is a great way for the buyers to relate to one another. They demonstrate in order to deliver just like when Steve showed off his golf clubs.
The Joneses did not use an ethical approach to marketing. They lived a lie in order to manipulate a neighborhood into buying product. Instead of trying to relate to customers, they acted as the perfect family in order for people to want to relate to them which leads to having their product sold. I don’t believe this to be ethical behavior but it did get sales up.
Most brands use a similar method through social media.
If I were friends with the Joneses Family I would think of them as lovely people. Since there is no such thing as a perfect family, I might envy them for being so perfect. I would not let that in the way of me being a genuine friend and would enjoy their company regarding their positive presence. After finding out their secret, I would feel betrayed. It would have bothered me to have been manipulated into thinking people are not who they seem to be, especially my neighbors.
