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Prospects for recovery in business failures in the US and the UK.2. European consumers are exposed to… European consumers are exposed to hundreds of commercial messages a day, but the vast majority of these are ignored, so ads which shock have become more popular with advertisers. It is believed that these ads force consumers to listen to their message. But some admen argue that it’s a little more complicated than that and brands can no longer expect consumers to take sales messages at face value. Consumers challenge everything they are told and will prefer brands that give them something back, rather than the old-style “here’s our product ain’t it great!” philosophy which has dominated advertising since its inception. Thus ads can deal with social issues and refer to the news agenda these days.
Áèëåò ¹ 7.
Telephone commercials. Your assessment of this kind of promoting goods and services. 2. Shell Oil, the leading retailer of gasoline, began… Shell Oil, the leading retailer of gasoline, began their market research project with a customer segment study of 55,000 people, who they stopped in shopping malls in six cities for a 45-minute interview into their attitudes, especially regarding driving and cars. The result was that ten different segments with different needs were identified. Shell Oil researchers wanted a better understanding of each of these segments. A focus group was set up for each segment; an anthropological study was carried out, which involved team members spending walking hours with people from each segment, watching them at home and accompanying them on shopping trips to see their buying habits; and a clinical psychologist was hired to create a psychological profile of each segment.
Áèëåò ¹ 8.
1. Product and corporate advertising. New and innovative ways to advertise. VW’s case of sacrilege in promoting a new a car model. 2. The marketing people are desperately seeking ways… The marketing people are desperately seeking ways to increase the business and to come up with a strategy which would put them clearly ahead of their competition by differentiating their company in the eyes of consumers. In a fragmented market it is critical to conduct studies and to compile detailed profiles of consumer groups. Market researchers are being asked to carefully design questionnaires to determine the exact needs and demands as well as establish what affects consumers’ buying decisions when they choose one product instead of another. The aim is to develop detailed knowledge of consumer attitudes which can form the basis for a new brand initiative.
Áèëåò ¹ 9. 1. Advertising: history, media, objectives. 2. This Johns Hopkins – educated engineer with an MBA… This Johns Hopkins – educated engineer with an MBA from Harvard has turned his original concept into a reported $1 bn-a-year multimedia news and information empire. Today Bloomberg owns a news wire service and a satellite television network. He also syndicates radio programming, publishes a consumer financial magazine and maintains a Web site that he says gets 45,000 visitors a day. Bloomberg’s name has become prominent throughout the investment and news-gathering industries. Through Bloomberg has fewer subscribers than Reuters and Dow Jones/ Telerate, his competitors in the financial information business, his system is growing faster and is often praised as easier to use. Yet, unless you belong to the financial world, you may not have seen his empire growing, but Bloomberg, with his privately held company, may exert more autocratic control than any one man in the information business.
Áèëåò ¹ 10. Date: 2015-12-17; view: 892
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