The number of abstentions and undecided voters is increasing in most democracies world-wide, posing the hazardous task for pollsters to take these phenomena into account researchers' tactics for dealing with these issues vary from country to country.
The boosting effect of international co-ordination on research.
This paper describes a philosophical conflict that is underway and present at all levels of our culture today. The conflict is between a traditional framework for understanding truth and reality, and a second, increasingly important paradigm that valorises relative, subjective experience. In the light of this epic conflict, the authors look at consumer relationships with advertising and brands. This paper examines: popular culture and politics; The Truman Show, No Logo, The Matrix; the divergent approaches of contemporary consumer and brand theory; numerous examples from advertising, including Guinness and Budweiser campaigns; consumer language and behaviour; sociolinguistics and group dynamics. Tools to investigate and understand the struggle in the minds of todays consumers are proposed. The paper further speculates on the eventual resolution of this dialectic.
The Reader's Digest Association Inc is a global leader in publishing and direct marketing, whose object is to create and deliver products that inform, enrich, entertain and inspire people of all ages and cultures. The Company's flagship magazine, Reader's Digest, is published in 48 editions and 19 languages and reaches almost 100 million readers around the works each month. Marion Jobson, Market Research Manager, based in the company's London offices, talks to Phyllis Vangelder about the way market research is structured in the company and how it is used to help strategic and tactical decision-making.
Advertising Age, a prominent weekly advertising magazine in the US, in its 27 March issue, ran a full-page employment ad headlined 'Join the Research Revolution. Be part of Greenfield Online's Explosive Business Growth'. The ad listed and described at least 22 job openings, most of which require prior market research experience.
Under this somewhat iconoclastic title, referring to the equally and deliberately iconoclastic statements from McLuhan, we want to show that good intellection of an advertising message often depends not so much on the actual message, more on the context of the message, the prime component of which is the medium that carries it. So our purpose is not to build a new theory of communication, rather to base our professional experience on proven theoretical grounds, or again to establish the link between fundamental and applied research in the specific field of advertising efficacy.
Under this somewhat iconoclastic title, referring to the equally and deliberately iconoclastic statements from McLuhan, we want to show that good intellection of an advertising message often depends not so much on the actual message, more on the context of the message, the prime component of which is the medium that carries it. So our purpose is not to build a new theory of communication, rather to base our professional experience on proven theoretical grounds, or again to establish the link between fundamental and applied research in the specific field of advertising efficacy.