The basic concern of this paper is to expand our knowledge concerning what today's children are like and how to reach them. This presentation is divided into two parts. In the first, the theoretical reference chart on the cognitive/emotional stages of development of the child aged seven and up will be introduced, and which oriented the selection of the procedures and stimuli used in gathering the data. In the second part, the techniques which were utilised will be presented, illustrated by the study's findings concerning the child's perception in relation to family, life and society, and his/her inter-relationship with the age, sex, social class and place of dwelling variables.
The basic concern of this paper is to expand our knowledge concerning what today's children are like and how to reach them. This presentation is divided into two parts. In the first, the theoretical reference chart on the cognitive/emotional stages of development of the child aged seven and up will be introduced, and which oriented the selection of the procedures and stimuli used in gathering the data. In the second part, the techniques which were utilised will be presented, illustrated by the study's findings concerning the child's perception in relation to family, life and society, and his/her inter-relationship with the age, sex, social class and place of dwelling variables.
American travel to Europe, having hovered around the four million mark for half a dozen years, took off in 1984 and appears to be reaching for a new plateau at around the six million level. Thus, on sheer size alone, this market deserves to be examined analytically, with a view to possible segmentation into a number of sub-segments that might be dealt with more purposively and economically by the travel marketer. If we could distinguish discrete segments in this overall market for travel abroad, we might assess the value of each in terms of size, resources and propensity to travel, so that the marketer could decide whether or not to make it part of his target audience. Having identified a segment and evaluated it, we could then examine its salient travel attitudes, concerns and predispositions, thus helping to guide the creation of products and messages to suit the needs of that particular segment. By identifying the segment members demographically and delineating their preferred media and information gathering habits, we can assist the marketer in determining how best to reach a chosen segment with his message. Such an effort to segment the U.S. market for travel abroad was undertaken by the European Travel Commission.
The objective of this paper is to illustrate the validity of qualitative research as a predictive tool. The predictive value of qualitative research and its possibilities of anticipating problem-solving is presented here as based on its own foundations. The predictive value of qualitative research stems from the methods used for both data collection and analysis of the information obtained. In this paper, the authors set up a theoretical framework for what they assert. But the actual illustration of this is to be found in the presentation of a case, which describes some of the actions undertaken in order - to introduce a network of automatic cashiers of an important savings bank in Barcelona.
The original intention of "Coisas da Roga" (Country days) was to have a better understanding of the relationship between rural people in the Brazilian state of Sao Paulo - "country folks", as- they call theirselves - and the big city consumer society. Particular attention was given to one of this relationship' s vital manifestations; television as, a medium, and television commercials. By using a descriptive and exploratory method to approach a theme and a population not yet researched in Brazil, new elements arose regarding social changes caused by television as an agent of innovation.
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.
The paper describes a small-scale exploratory study among school-children, supplemented by preparatory desk research, and by interviews with a variety of adult professionals working in the broad field of child communications. The overall objective was to increase our understanding of how children use television advertising in general, and within this, to concentrate on the nature and emotional weaning of the communications that result from children's exposure to advertisements, rather than on subsequent behavioural effects. The most important specific aims were: A ) to investigate children's reactions and attitudes to "educational" ads, compared with ordinary commercial ads that they liked, and; B) to try to deduce some valid practical rules for producing successful TV advertising communications for children, whether for commercial purposes or in health and safety education.
The 'paper' which we are presenting is not really a paper at all - it is largely a compilation of video recordings illustrating consumers talking about holidays, and their response to a selection of holiday advertising. This written paper is designed to provide a background to the video film, and set it in context.
The paper demonstrates the important role research can play in the development of an advertising campaign aimed at children. Following increasing concern about the safety of children on the roads, a detailed set of procedures to guide children across the roads safely, was developed in the United Kingdom. The set of procedures, called the Green Cross Code was promoted to children aged 5 to 12 (in terms both of teaching and encouragement to use the Code) by a variety of means, including advertising aimed at children themselves. Initially the emphasis of Green Cross Code advertising to children was placed on teaching the Code as a set of rules to be followed. These detailed rules form a very complex communication to children, with particular difficulties at the lower end of the age range. A considerable amount of research has been carried out in connection with this advertising campaign and the paper describes the methodology employed in detail.
The purpose of this paper is to discuss the effects in the UK children's market of the economic recession and its resultant social changes. It will consider how changing patterns in adult behaviour are handed down to children and how they react to the present environment. Since 1974 OBM have been monitoring the effects on the UK consumer of inflation, recession and related social change. Part of the programme of research has included investigation into the effects of these recent changes on children as consumers and on their parents' attitudes to child purchases (whether made by the parent or by the child). 1975 was the year in which most of the research was conducted into children as consumers and the attitudes and opinions which showed up at that time have been re-considered in a new study conducted this year. We have looked at the results to see which of the earlier reactions have hardened into long-term policies and which applied only during the heart of the recession. This paper will compare and contrast the work carried out in 1975 with the latest research, to establish the underlying changes which have persisted and their likely relevance for future marketing considerations.
Corporate advertising requires a research-based approach just as much as product advertising. A good example is Imperial Chemical Industries Ltd., who have been using this approach in Britain since the 1940's. Following research in 1968, the campaign has been aimed not only at conventional "opinion-formers" through the press, but also at the general public through television. A continuous programme of opinion research has been used to identify the need for the campaign, to set targets, and to monitor its effects. Qualitative research is used to pre-test and modify the advertising. This paper proposes the thesis that corporate advertising is not a new type of advertising, but a relatively new application of normal advertising practice. It can successfully be planned and assessed with the techniques that have been developed for advertising intended to sell goods and services.
On the basis of this pilot study, we can definitely say that attitude segmentation exist in this market. We can indeed locate and delineate segments of travellers who share a particular orientation towards travel and who differ from other segments in their travel attitudes and behaviour and demographic characteristics. However, because this is a pilot study, we must emphasise from the outset that any specific findings related are tentative and illustrative only, rather than definitive or final. In this paper, we report how we did and give you some idea of what travel segments might look like. The basis of this pilot feasibility research consisted of hour-long personal interviews with 300 people who had been to Europe on pleasure trips in the last three years and a matched sample of 200 people who had never been to Europe (with half the latter planning to go in the next three years and half not planning to go.)