This paper reviews several recently-published studies, all of which provide practitioners with some research-based guidelines on how to make more effective new product advertising. These studies begin to fill a gap which has existed in the otherwise expansive literature on new product marketing which has developed in the past decade.
Especially in local politics of small towns and communties the formulation of objectives and the development of decisions is highly intransparent. The new method provides applicable results for the decision-taking procedure of honorary persons acting in local politics together with full-time government or municipal politicians and special consultants from the government or municipal administration (civil servants). Particularly companies offering certain capital goods that are needed for traffic control, municipal illumination or for the equipment of municipal buildings and the like, can use this (low-cost) method to inform themselves about ways of optimum offer argumentation and about the competence of persons to be contacted. The method shows attitudes, opinions, motives, objectives and wishes of those who are involved in the process of opinion formulation and the formulation of objectives. Beyond the formal function of the person involved also his or her real importance for the formulation of opinions and objectives is brought out clearly.
Especially in local politics of small towns and communties the formulation of objectives and the development of decisions is highly intransparent. The new method provides applicable results for the decision-taking procedure of honorary persons acting in local politics together with full-time government or municipal politicians and special consultants from the government or municipal administration (civil servants). Particularly companies offering certain capital goods that are needed for traffic control, municipal illumination or for the equipment of municipal buildings and the like, can use this (low-cost) method to inform themselves about ways of optimum offer argumentation and about the competence of persons to be contacted. The method shows attitudes, opinions, motives, objectives and wishes of those who are involved in the process of opinion formulation and the formulation of objectives. Beyond the formal function of the person involved also his or her real importance for the formulation of opinions and objectives is brought out clearly.
One of the key aspects of the transformation of companies in the last ten years is the marked evolution of management and of its conceptions of the company. It is perhaps in the social sphere that the evolution is the most pronounced: The necessity of being competitive is universally acknowledged, as is its corollary, the mobilisation of human resources.
One of the key aspects of the transformation of companies in the last ten years is the marked evolution of management and of its conceptions of the company. It is perhaps in the social sphere that the evolution is the most pronounced: The necessity of being competitive is universally acknowledged, as is its corollary, the mobilisation of human resources.
This paper, prepared jointly by a client company, an advertising agency and a research agency, is designed to demonstrate the contribution of a major programme of research to policy decisions in the area of the corporate communications of a worldwide marketing company, in relation to its operations in the UK. It is in three parts.
The essence of Volvo's strategic guidelines about people is more a matter of leadership than money. The more one gives, the more one receives in return. People both inside and outside the company must be the two key priorities. The result will be both profits and glory for the organisation.
I believe that the changing role of fairs and exhibitions consists in the fundamental help they provide for segmentation. The possibilities of fairs and exhibitions in the sphere of segmentation provide an important input for the development of the complete marketing mix. The role of fairs and exhibitions in East-West relations changed so far, as far as they turned from the shop-windows of international economic relations into the workshops of these relations.
This paper will summarize the reasons for these new product failures, concluding with specific recommendations based upon fifteen years' experience in researching and monitoring the progress of over 2000 new packaged goods launched in both the U.S. and Europe.
How then to sum up what we see so far in this decade. Certainly we have much to be pleased and proud about. Our industry well established in the business league; growing strongly in real turnover and volume terms; resilient in the face of economic problems; thrusting and dynamic in its search for new business and new markets and with plenty of potential. It is still perhaps not as commercially conscious as it should be - as its margins indicate - and in this area there are lessons to be learned. And these need to be learned not only to improve immediate profitability. It is apparent that the structure of the industry is likely to change, perhaps dramatically, in the second half of the 80s. All the pressures to make the big get bigger and to absorb the middle sized into the big are still there, as they were in 1980 and are indeed growing (and low margins are amongst them). But they are compounded now by what in 1980 could be expected but had scarcely arrived, i.e., the interest of large organisations in putting together large information/data bases comprising research of all kinds. This is already happening. And it is now being further complicated by the entry into the arena of the other service businesses - the advertising agencies, the consultants, the accountants - all very interested in adding a research arm to their array of client-oriented skills. Researchers picking their way through this interesting scenario would do well to have business acumen high on their list of personal qualifications.
This paper describes these techniques and demonstrate their application in specific case histories. It exam how French companies have integrated research into the conception, implementation and control of sponsorship donation programs and treats in particular how these actions were determined as part of general corporate strategic planning.
This paper describes these techniques and demonstrate their application in specific case histories. It exam how French companies have integrated research into the conception, implementation and control of sponsorship donation programs and treats in particular how these actions were determined as part of general corporate strategic planning.