In 1990 Readers Digest commissioned a study on the economic and social life of seventeen countries across Europe - published in 1991 under the title Eurodata. The research was offered as a contribution of interest to marketers, government agencies, economic planners and academic researchers. Simultaneous to the European fieldwork, the Gallup Foundation (a trust founded in honour of Dr. George Gallup) sponsored a similar study in the United States. The questionnaire used in the US was virtually identical to that used in Europe - with just the removal of the questions relating to European Community membership - obviously irrelevant in the US. The work highlighted some interesting similarities and differences between the cultures and we believed that the incorporation of information about Japan would provide a unique picture of the three major economic competitors. Consequently the study was conducted in Japan expressly for the purpose of supplying the comparative data required for this paper using a selection of questions from the European/US questionnaire Although there is a time difference of about eighteen months between the European/US and Japanese fieldwork we believe the conclusions we draw are still valid - and certainly interesting. The Japanese economy did not suffer from the same recession that affected both Europe and the US in 1991 and, in consequence, we believe the economic and social attitudes would not have changed greatly in that time.
About a year ago, we released the Family Circle Study of Print Advertising Effectiveness. This was the first fruit of a joint effort begun two years earlier with Citicorpâs POS Information Services Division, which invested approximately $200,000,000 in the development of a unique scanner generated a database, and Simmons Market Research Bureau, a principal source of magazine audience measurement data in the United States. The study used Citicorp's large household-specific database to measure differences in actual purchase behavior between two groups of demographically matched households with differing levels of exposure to magazine advertising. We have since undertaken several other projects utilizing this database to enable us to better understand the way magazine advertising effects product sales. We are also using the database to help us refine our own consumer marketing programs for our magazines. Today, I am going to review the results of that initial study of advertising effectiveness, and to share with you the first results of a study of the effects of frequency on advertising sales.
This paper is a sample of five different approaches from a recent survey that I conducted, under the financial support of the Generalitat of Valencia (Spain), among some world leading experts on international electronic media.The electronic newspaper of the future will be the Screen Paper. Using technology already available, the Screen Paper opens new worlds of possibilities for both advertisers and journalists alike. The Screen Paper, says Roger Fidler, consist in a flat, flexible, touch-sensitive screen which receives digital information (from text or sound to animated graphics), displays it, and lets the user manipulate it according to his needs and interests.
This paper discusses the limited nature of market statistics on market research spend, and describes the development of a model of major economic factors which drive the growth of research spend in the UK. The uses to which this model has been put for forecasting purposes by UK research suppliers is reviewed, and the application of the model concept to other European markets, Japan and the USA is discussed. From the data available it appears that there are considerable similarities in these markets, although they are at different stages of development. Research is compared with advertising and shown to have a stronger pattern of growth in recent years in Europe and the USA. A scenario forecast for research market growth in the three regions is given, based on assumptions of patterns of growth similar to those of the last few years. These show Europe and Japan growing strongly in the early 90âs while the USA lags behind.
The following paper shows the prospective effects on marketing of the developments retail will experience in the nineties. It concentrates on an analysis of the situation in Europe. The starting point is the manufacturers' marketing concept in contrast to that of retail. Europe 93 will permit retail to reach the stage of internationalisation as well. This will not be without consequences for retail marketing and the issue of the distribution of power between industry and retailers. Manufacturers' and retailers' marketing may not exist in isolation anymore, but must be merged into a wholistic type of marketing. This will affect market research, the business of information management. The first part illustrates the development marketing experienced in the different sectors of industry. It will explain the marketing concept of manufacturers and the part retail is playing in this. Part two examines whether this concept is still viable to- day. Trade development in the past twenty to thirty years is discussed. Parallel to this development retail's marketing concept is explained and the objectives of manufacturers' and retailers' marketing are compared: the objectives of marketing by manufacturers and retailers' are often totally contradictory. In addition, the progressive development from local/regional to national retail is mentioned. Part three is concerned with the developments in retail with view to Europe 93:00:00 internationalisation. The existing situation in the different European countries and retail's strategies for internationalisation are described. An attempt is made to characterize internationalisation for the different types of retail.
The 1980's saw a fundamental change In the nature of syndicated marketplace Information in the US. A change which has had profound effects on marketing, merchandising and research practices. As the spread of this technology to other countries Is Inevltlble and In progress today In Europe, much can be learned from the US experience. Let's review what happened in the US. First, the fundamental nature of basic data changed. In a period of less than five years, electronic scanner data completely replaced the warehouse and audit-based Information that had been the Industry standard for decades. Scanner information brought weekly data, revealing cause/effect relationships that were completely obscured by monthly or bl-month data. The creation of new performance measures, such as those relating to promotion execution and performance, made a previously simple reporting task a complex and powerful analytical challenge, It was no longer sufficient to track the status of one's business, Tracking the response of sales to advertising, price and promotion became an ongoing part of any modem marketing or sales manager's job. New skills were required of the successful marketer, salesperson, and researcher. Some were able to adapt and thrive. Others were not.
Societies all over the world are changing at a rate faster than ever before, affecting virtually all levels of social, political, and economic life. Markets are going through similar processes, moving increasingly from mass products to products designed for niche markets and highly discerning consumers. Hence it is crucial to understand the dynamics and the effects of social change. These insights need to be transformed into innovative products, marketing, and communication strategy. Equally important, understanding social change must become an integral part of management culture in order to effectively pilot companies through the turbulence of change. SocioConsult uses a socio-cultural approach designed specifically for the purpose of assisting companies in the management of social and economic change. Created by Cofremca (France) and SINUS (Germany), two of Europe's leading agencies in strategic and marketing research, SocioConsult draws on nearly two decades of experience. It combines the best of Europe's know-how and research methodologies (i.e. 3SC and Everyday-Life Research) to address the needs of companies operating within complex markets both nationally and internationally.
Phase II is an extension of this study, providing further insight to the issue of global v. multinational strategies, via new quantitative and qualitative data, plus case histories, gathered in countries that have been newly added to the international ADVANTAGE/ACT network. In Phase II, MSW and its international affiliates have increased and expanded utilization of the ADVANTAGE/ACT methodology. Now, advertisers are testing with this system in more than 24 countries. Thus, the ADVANTAGE/ACT international data bank has been appreciably expanded and enhanced. In addition, new measurements have been added to the standard test, including measures of Audio/Visual Brand Bonding, Involvement with Message and Executional Elements, and the multi-factor IMAGEMAP analysis.
The personalization of consumption is advancing because of the increase in single person households, which is due to the heightening maturation of consumption mind and individualistic orientation since the middle of the eighties. It has become necessary to have personal marketing that is based on marketing strategic information systems (MSIS), which limitlessly specify information about the living concepts, needs, and wants of the individual persons. And through the MSIS, making just-in-time the individual person's living scenes, the sales scenes, distribution scenes, and production scenes has become more and more important. The most of MSIS, will be realized by systemizing information through the use of computer- based advanced technology. In addition, unlike the mass production and mass consumption era, in the personal marketing of the consumption personalization era rough average values extracted from mass sample quantitative surveys of mass databases and broad clusters of data are not effective in the qualitative specification of the individual person. Quantitative data only describe the conditions in the past, and are inadequate for grasping the minutely changing personal image of the consumer of the present and the near future. Consequently, personal marketing does not use the average values of samplings to understand the situation, but begins by drawing a precise picture of the everyday living scene and story of the consumer, which is as endlessly close to the individual as possible. The use of qualitative data (which uses words and images) is indispensable in doing this. Through, not mass samples, but group interviews with market innovators, trendsetters, and market leaders, consumer behavior diary databases, and observation (town watching, fixed point observation, etc.), the unspecific minority's reality is grasped using words and images. On the other hand, quantitative data are used to understand the shifts and framework of the market from the past to the present. Therefore, it is most effective to understand market shifts using quantitative time series panel surveys, and to predict how a market will be minutely changing in the near future using qualitative data
The paper argues that: (I) A successful market segmentation study requires the application of structure and a proper integration of qualitative and quantitative research. Also, that the prime emphasis should be on actionability. (II) Lifestyle and value-based segmentations are too general to be of great use in category specific studies. Also, their international application is limited as lifestyles vary, internationally. (III) The growing phenomenon of 'consumer' schizophrenia' makes lifestyle increasingly less useful in market segmentation. (IIII) Well-developed psychological segmentations, that relate to a specific market or product category, are more diagnostic, more predictive and more actionable, on a global basis.
The main thesis of this paper is that researchers are placing themselves in danger from their failure to realize the financial constraints of their clients when researching the new Europe. If researchers see pan-European studies as a profit goldmine, multiplying the revenue of every job by the number of countries now being covered, they will soon discover the error of their ways. A new approach is necessary. It lies with the over-used word coordination and has two elements: structure and technology. These will provide the efficiencies to reflect those being forced on our clients. The future motto for those conducting pan-Euro studies should be less is more.
This presentation examines and describes the environmental attitudes, beliefs and practices of consumers based on the findings from Green Action MONITOR, an environmental tracking study conducted annually by Yankelovich Clancy Shulman. Green Action MONITOR is based on a nationally representative sample of 1,002 household heads aged 18 or older. The purpose of this study is to measure quantitatively the level and intensity of consumer environmental activism in the United States and to address implications for marketing decisions and strategy. This presentation also includes environmental information from the Yankelovich MONITOR, a 22-year tracking study of consumer values and attitudes. Topics covered include overall concern for the environment, perceived seriousness of environmental problems, perceptions of business and government, responsibility for action, environmental activism, environmental consumer segments, as well as how to market and communicate effectively to the environmental sensitive consumer.