The debate globally has centred recently on immediate sales effects (and Persuasion Shift pre testing) in preference to maintenance or theme advertising whose effects, we believe, are often seriously under-estimated. The paper first contrasts different advertising mechanisms, spanning a continuum from immediate to longer term effects. It is these delayed effects that are difficult to measure and therefore, often underestimated - yet which hold the key to long term brand profitability. These observations have profound implications for the expectations of the advertiser. We go on to explain the role of advertising as a multiplier in leveraging the influence of other elements of the marketing mix. Given that delayed effects do exist, triggered by actual experience of the brand, ad associations need to be lodged in long term memory. This leads us onto a discussion of the critical role of creativity in advertising. We then discuss the implications both in pre-testing and especially, in evaluating on-air effectiveness of advertising. The paper concludes with an illustration of some of our observations from the Brazilian yellow fats market. If the full continuum of advertising effects is not appreciated, the pressure for hard sell advertising with immediate results will become ever greater. Tools are now available for enhanced decision making founded upon a real appreciation of how advertising works for individual brands in individual markets.
This paper attempts to develop an analysis of Latin America based on the opinions gathered in a harmonized quantitative research survey conducted in nine Latin American / Caribbean countries. This was the first wave of a Tracking Study designed to accompany the changes which have begun to occur in the region. This first wave is going to show that the Latin American peoples' concerns are intense and varied in nature, the level of confidence entrusted to the public institutions in their countries very low. Each country's image is also discussed in detail, and as such, makes it clear that Latin Americans have a weak perception of their neighboring countries, their populations and the products they manufacture. In a more positive fashion, Argentina, Brazil and Mexico, and Colombia in a more negative vein were the countries whose images stood out the most within Latin America. From such a standpoint, we moved on to observe the similarities and differences in the different Latin American regions in an attempt to get to know such differentiated consumers better and identify gaps and investment opportunities, as well as difficulties, at a time during which there has been greater economic integration between the countries.
This paper looks for an answer for the new identity to be undertaken by newspapers, before the growing pressure being exerted on this media by the development of new means of data storage, access and distribution, particularly on line information. It is information that permeates all the micro and macro social relationships and it is being determining a complete reformulation on the inter and intra subjective functions performed by the subject and the many institutions where he/she is immersed. Building up of knowledge; how and which piece of information to use, how and when to access information and integrate it orderly to the memory are fundamental survival factors. In this context, the traditional media, which includes newspapers, plays a decisive role. Some basic issues, therefore, are posed: 1. How do newspapers stand in view of the new communication systems? 2. What is the impact of the competition between the new media segments on the vehicle newspaper? 3. What will continue to motivate the reading of newspapers? 4. What is the flexibility and swiftness on adaptability needed before the many changes on the media?
The objective of this paper is to discuss the challenge of the Total Quality Programmes for the market researcher. The philosophy of quality managing started to develop in Brazil in the late 1980's, following the track of world-wide trends. The implementation of Total Quality Programmes in Brazil, which started as another fashion managing and went through the necessary adjustments, currently represents a philosophy of action, as well as a necessary and possible alternative vis-a-vis the global economy process, the rising of trading groups, the opening of imports and the present stage of development of the country. We will analyse the needs, opportunities and threats the Total Quality Programmes present for the market researcher and the consequent requirements of information and researches. We will also discuss the broadening of quality research programmes to QIS - Quality Information System: a continuous monitoring of all the aspects concerning the quality of the organisation, its products and services. We analyse the different methodologies and techniques as a quality answer of the market researchers to the needs resulting from the implementation of the Total Quality Programmes in Brazil. As a consequence, the strengthening of the role and function of the professional in that new market niche.
This paper is divided into three parts. The first one presents the semiotical concepts employed and the presence of signs in human communication. The purpose of this part is to lay the theoretical basis of the study developed. The second part is focused on a discussion on the role of consumption and of advertising, so as to outline those issues in the light of semiotics. The third part presents the form of sign classification so as to provide the guidelines for the creation of a map for the reading and the analysis of advertising campaigns, based on the theoretical assumptions and in the elaboration of a map for reading and analysis of the same campaign in the light of the consumer/reader. The creation of the map in the light of the consumer is undertaken on the basis of the market research qualitative method - thorough interviews - together with the sign classification previously proposed. The confrontation between those two maps enables a reading that will help in the Pre and Post-Testing stages, in the sense of detecting deviations in the reading of the campaign/message conveyed, as well as identifying clues for eliminating occasional noises in the communication.
The introduction shows that television has a higher share of ad spend in Latin America than in any other part of the world. This leads to an even higher share of television in the media research budgets. The following parts review the introduction and development of television and pay-tv in Latin America, emphasising the recent wave of privatisation of the medium. The last section deals with the dramatic changes going on in television audience measurement in Latin America and proposes a joint effort towards harmonisation of television audience measurement systems, following the European model.
Companies are increasingly devoting more attention to environmental issues and using them in their communications efforts. This trend is much more clear in the international context, but firms in developing countries are also starting to explore the issue in their communication mix. The present research aimed at studying Brazilian firms environmental marketing strategy. The adoption of environmental marketing, in fact, is often associated with radical changes in the ways companies do business. It requires a new set of procedures to implement strategies that include the evaluation of the environment impact of companies' activities. This research was conducted with 30 companies operating in Brazil (national private, state owned and multinational companies). It deals with the orientation towards a policy of environmental concern, specific actions resulting from that orientation and the reason to adopt it. The coherence of communication content and company practices was also investigated qualitative and quantitative analysis were performed. The concept of a green product varies in time and space, since the collective perception of societies as will the specific consumer groups requirements put pressure on companies. What the research shows very clear is tha companies are sensitive to consumers needs concerning the environment. They are trying to adapt their marketing mix and their processes to reach the level of environmental concern shown by customers. Multinational companies, specially, who have already experienced those demands at a much higher level than ones now apparent in the Brazilian market, seem more ready to accept the challenge of practicing environmental marketing communication in a country such as Brazil. Domestic companies feel environmental concerns are important enough to be seriously considered and some are leaders in theirs sectors like Vale do Rio Doce company at the mining sector
This paper describes a two stage customer satisfaction methodology that identifies the relevant attributes in products or services, evaluates their importance degree, qualifies the attributes from the point of view of their nature, evaluates the current performance, sets performance goals and finally identifies and evaluates the performance of the relevant competitors.