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Complementing consumer magazine brands with Internet extensions
There have been some studies on the effect of magazine web sites on the demand for the printed magazine. They have shown that during the late 1990s and early 2000s the web sites were actually cannibalizing the sales of the print magazine. However, web sites have developed since then, and the latest findings have shown that they can be used to support the print versions.
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A multivariate segmentation model of senior consumers
As the United Nations' analysis of world population statistics reveals, increases in older adults and accompanying declines in the number of younger people is unprecedented in human history, and will result in the old outnumbering the young by 2050. The number of older persons has already trebled over the last 50 years, and is forecast to more than treble again over the next 50 years. In developed regions, older adults are also getting healthier and wealthier. People are living longer and thus, when considering the lifetime value of consumers, adults spend longest at the later adulthood stage than in any other traditional marketing life stage. In addition, seniors are willing to spend.
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Should you advertise on social networking websites?
In March 2009 Facebook overtook email as the web's most popular communications tool and social networking websites – also known as social media – now draw audiences from all regions and demographics. Consumers have embraced social media but many advertisers are still reticent. This paper summarizes the latest thinking and practice and discusses why some brands advertise on social media – and why others do not.
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Social media's emerging communications model
Of the many trends which have arisen to challenge existing models of brand communications, online social media is one of the most important. The report, Social Media Futures - The future of advertising and agencies in a networked society, written by the Future Foundation, the UK-based Institute of Practitioners in Advertising (IPA) has joined a debate on two central questions about the phenomenon: Does social media require a new model for brand communications? If so, how can agencies put this into practice? This paper is a summary of some of the report's findings, related public discussion and recent articles.
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Shoppers' behaviour in recession can have long-term implications
Recent Ipsos consumer research in 22 countries has shown that, in the recession, consumers across developed and emerging markets are turning to lower-priced brands or private label options On average, 73% of shoppers said they were very likely or somewhat likely to switch from their usual brands to private label or generic brands.
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Marketing thought leader advice: Riding out the recessions
Optimists will tell you that some finely tuned economic indicators indicate that the recession may have bottomed out and that marketers may begin to expect a more welcome concern from consumers. But thought leaders in the consulting and academic communities are not convinced that turn-around is at hand.
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Brand loyalty flees in tough economic times
Since 1993, Young & Rubicam has interviewed a half-million consumers around the world about the ways in which they perceive and value products and services and about how brands grow, decline, and recover. Every quarter, the consultancy talks to another 15,000 U.S. customers. In total, it has used more than 70 brand metrics in 70 countries to measure the performance of 40,000 brands. And the news is not good.
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