Nanayakkara, Naomi
October 2004
Brand Strategy;Oct2004, Issue 186, p46
Trade Publication
This article presents marketing strategies to target consumers. Consumers are less concerned with information overload than advertisers believe. Bombarding consumers daily with product, service, corporate and brand information is not a widespread nuisance. While 38% of British population claim to feel deluged by advertising, 62% do not. Although it's believed that consumers are unable to cope with the volume of information and are increasingly hostile towards brands, the majority do not feel overwhelmed. Some absorb information willingly, others listen through finely-tuned filters. Four distinct groups of consumers were identified, summarised by openness to direct communication from companies and awareness and engagement with mass communication.


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