TITLE

Leave It Blank

AUTHOR(S)
Smith, J. Walker
PUB. DATE
November 2006
SOURCE
Marketing Management;Nov/Dec2006, Vol. 15 Issue 6, p64
SOURCE TYPE
Periodical
DOC. TYPE
Article
ABSTRACT
The article clutter in marketing. Studies have shown that consumers feel overwhelmed by the amount of marketing targeted towards them on a daily basis, which is hurting the marketing industry in general. While many marketers assume that more advertisements are better, the actuality is that more marketing makes consumers more distracted, decreasing the impact of marketing messages and requiring more spending to get through to them. The solution is to scale back the quantity of advertising and focus on quality.
ACCESSION #
23009163

 

Related Articles

  • Hear and Now. Blackshaw, Pete // Marketing Management;Jan/Feb2007, Vol. 16 Issue 1, p41 

    The article discusses listening-centered marketing, which allows marketers to understand what consumers are truly thinking and tailor messages to the market. To properly institute a listening-centered approach, marketers must continuously listen, as the market's "conversation" is ever-changing,...

  • "Adverstories". Smith, J. Walker // Marketing Management;Jan/Feb2007, Vol. 16 Issue 1, p48 

    The article discusses the benefits of telling a story with advertising. Much of human communication is built on narrative, so it is logical that the most effective advertisements utilize a narrative to promote their commodity. Most advertising fails because it ignores storytelling in favor of...

  • CHAPTER 2: Using Market Research to Lease a Center. Rice, Candace K. // Shopping Center Leasing;2000, p19 

    Chapter 2 of the book "Using Market Research to Lease a Center" is presented. It provides guidelines and the benefits obtained through effective market research. Its benefits from the market research include the ability of confidence, conversance and resourceful. It highlights some marketing...

  • TEACHING MARKETING RESEARCH BACKWARDS. Burns, Alvin C.; Weathers, Peter; Veeck, Ann; Bush, Ronald F. // AMA Winter Educators' Conference Proceedings;2010, Vol. 21, p217 

    We advocate teaching measurement and data analysis at the beginning of the marketing research course (i.e., "backwards"). This approach has distinct advantages; although, we note some disadvantages. We believe that the backwards approach will be superior to the traditional approach, and we offer...

  • Nonparametric Statistics on the Computer. Morris, John // Journal of Marketing Research (JMR);Feb1969, Vol. 6 Issue 1, p86 

    The nonparametric statistical system is a package of computer programs for use with data that may not meet the assumptions of more traditional statistical tests. Thirty-four nonparametric tests are available in the system. Provisions for missing data, variable formats, and other options make...

  • Industrial and consumer research techniques differ, but work best when they work together. Learner, Leonard R.; Ragus, Joseph // Marketing News; 

    Focuses on the differences between industrial and consumer marketing research techniques. Factors that influenced the attitudes of an industrial buyer; Factors that should be considered in conducting industrial and consumer marketing research; Benefits of combining industrial and consumer...

  • Past acts no longer predictor. Fielding, Michael // Marketing News;1/15/2007, Vol. 41 Issue 1, p17 

    This article presents the author's thought on a new approach to marketing research. Instead of analyzing past behavior, he feels psychological aspects of consumers' behavior should be studied. If the underlying motivations of consumers could be reliably understood, it would be an invaluable tool...

  • New (not necessarily improved) paradigm. Wyner, Gordon // Marketing Research;Winter97, Vol. 9 Issue 4, p52 

    The article presents insights about marketing research, focusing on how to deal effectively with a more complex and changing business environment in which decisions must be made faster, more frequently, and with less deliberation. The current call for improved efficiency and effectiveness in...

  • A Means-End Chain Model Based on Consumer Categorization Processes. Gutman, Jonathan // Journal of Marketing;Spring82, Vol. 46 Issue 2, p60 

    To practitioner and researcher alike, consumer values play an important role in understanding behavior in the marketplace. This paper presents a model linking perceived product attributes to values.

Share

Read the Article

Courtesy of THE LIBRARY OF VIRGINIA

Sorry, but this item is not currently available from your library.

Try another library?
Sign out of this library

Other Topics