This paper illustrates a new and more robust model for advocacy in the multi-media age. Building upon previous models, the authors identify the different variables that create advocacy and show how to engage people at both the category and brand level. Using a case study for LG Electronics the authors demonstrate how to identify, engage and empower people to work for our brand.
The financial service industry is moving towards a more consumer, rather than product-led, orientation, with the philosophy of good service now becoming increasingly important. However, in this expanding area of market research the facilitator and representative of good service is often not considered. The authors contend that involvement with and evaluation of staff should be a prerequisite of any consumer research in the financial services marketplace. In an attempt to demonstrate the importance of staff research, this paper examines the issue from a number of viewpoints. It deals with the consumer perspective on the importance of staff in the financial service industry. It also describes the benefits of staff research in achieving a deeper understanding of the complex interrelationships in the financial service industry and in more fully meeting research objectives. Finally, the paper deals with the political arena in which research is required to operate and its implications.
The authors believe that women are not addressed by financial services in a language which they understand. In addition, as a result of social and cultural influences, women are often not expected to understand financial matters. When combined with the effects of the language barrier these historic influences serve to undermine women, inhibiting their use of financial services. In this paper the authors describe a typology amongst women with sufficient disposable income to put to profitable use who represent a major opportunity for the marketers of financial services.