TITLE

Occasional users of brands are not just advetising wastage

AUTHOR(S)
Levy, Katherine
PUB. DATE
March 2012
SOURCE
Campaign;3/30/2012, Issue 13, p22
SOURCE TYPE
Trade Publication
DOC. TYPE
Opinion
ABSTRACT
The author discusses the importance of targeting advertisements not only at the brands' frequent users, but at occasional buyers as well.
ACCESSION #
74311439

 

Related Articles

  • Rethink schooling option. Fuller, Nick // Marketing (00253650);6/21/2006, p26 

    The article focuses on the views of the author on marketing food to children in Great Britain. Marketing to children is rapidly becoming taboo, with the biggest battleground being food marketing. The result is the ever-present spectre of legislation to prevent manufacturers of foods with high...

  • Christmas Not Quite Here..?  // Checkout;Dec2013, Vol. 39 Issue 12, p73 

    The article informs that clothing brand Marks & Spencer's, food brand Rice baby's and Barry's Tea Cookery Course's Christmas advertisement have got top positions in a consumer poll in Ireland.

  • Marketers told to strengthen brand identity. Wells, Melanie // Advertising Age;5/10/1993, Vol. 64 Issue 20, p33 

    This article discusses the need for marketers to find new ways to distinguish brands from parity products to avoid losing share to lower-price generics. Marketers would be wise to more narrowly target audiences and shift from touting a product's feature benefits to capitalizing on a brand's...

  • Backlash against the rat race worth billions.  // MarketWatch: Personal Care;November 2003, Vol. 2 Issue 11, p8 

    Investigates how European marketers are targeting so-called simplifiers and downshifters with brands that are simple to find, understand and use. Variations in the ways in which people aim to simplify their lives; Key drivers of interest in simplicity; Importance of developing simpler...

  • Does Higher Price Signal Better Quality? Verma, D. P. S.; Gupta, Soma Sen // Vikalpa: The Journal for Decision Makers;Apr-Jun2004, Vol. 29 Issue 2, p67 

    With differentiated products, consumers may not be aware of the quality and features of the products they buy. They are often unable to make a quality comparison among various brands. Moreover, they often gather little information even when the financial commitment involved is substantial. A...

  • That's Entertainment. Ross, Madeleine // Campaign Asia-Pacific;Nov2013, p36 

    The article looks at the growing interest of brands and advertising agencies in branded entertainment (BE). The author defines BE as the content that seeks to engage and entertain a brand's target customers. Among the companies that have produced BE projects include automobile maker Bayerische...

  • Asia's Top 1000 Brands: A Guide To Going Global.  // Campaign Asia-Pacific;Jun2014, p77 

    Don't rush: Take time to understand your target markets and how they work. Make sure there are significant points of difference between your offerings and those of your rivals. Find out what consumers are looking for and what they are currently not getting.

  • Ross James, head of inclusivity, COI.  // Brand Strategy;Nov2005, Issue 197, p47 

    The article comments on marketing product brands to ethnic minorities in Great Britain in 2005. An ethnic minority audience is as differentiated as any other marketing audience. There is a tendency to lump minorities together as one. Targeting should be based on ethnicity, age and gender and the...

  • Multicultural marketing. Vadher, Sandip // Brand Strategy;Nov2005, Issue 197, p48 

    The article outlines simple steps to help brand owners aspiring to create more inclusive marketing campaigns and reach ethnic minorities in Great Britain in 2005. The tips will be helpful for marketers who aspire to create inclusive marketing programs but are put off by the multiple languages,...

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