consumer

Advertising

The expenditure on ADVERTISING in a period expressed as a percentage of the total sales for the period.  Most manufacturers believe that best promotion in newspapers and magazines for their products is a flattering copy in the editorial sections of the publication. More people make purchasing decisions on the basis of the prosaic recommendations of a well-respected correspondent than on the strength of a dazzlingly beautiful advertisement. A major part of the job of PUBLIC RELATIONS is to encourage such copy.

 

A way of achieving this at a price is to make advertisements look like editorial. Such “advertorials” are appearing in an increasing number of lifestyle magazines and always have the word “Advertisement” at the top. Continue reading →

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Advertising

Advertising 300x188 - Advertising

 

The advertising industry, as much as its own inventions. lives under the impression that it creates. Part of that impression used to be that advertising was a worthy profession based on much research into consumer behavior and even more understanding of it. Anybody who knows that women in New York use nearly 30times as much make-up as women in Vermont must surely know more about consumers than consumers know about themselves.

But the impression that the advertising industry has given in recent years has been rather different. It has appeared to be an industry obsessed with growth at almost any price and willing to follow any fad for a quick profit. Continue reading →

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The Renaissance Of The Brand

There was a peculiar cult about in the 1980s which, for want of a better name, could be called “brand worship”. Its core belief was that brand names had a great and immutable value that most people had failed to appreciate. The cult found some of its keenest followers in Europe, which was stuffed with fine old-name products suffering a similar fate as its fine old-name aristocrats.

brand 300x188 - The Renaissance  Of The Brand

 

Hidden Assets

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