Study: Consumers open to biotech

Goetzl, David
December 1999
Advertising Age;12/6/1999, Vol. 70 Issue 50, p30
Trade Publication
This article presents the results of study by McCann-Erickson Worldwide on the global attitude toward biotechnology and genetically engineered food as of 1999. The study found out that consumers around the globe are actually receptive to biotechnology and its benefits. With the perceptions still in the formative stages, marketers have an opportunity to diffuse the good versus evil aspect and define the concept on their terms. Key to giving biotechnology a positive image is providing consumers with information via product packaging and Web sites emphasizing the benefits of the products and attaching a human attribute to the marketing of such products.


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