Throughout the world health care systems are stressed, and have developed different approaches and answers to solve the problems. This paper describes the upcoming trends and solutions in the healthcare system and which experts expect for the sixth Kondratieff economic cycle. Nine mega-trends were identified, similar in the United States and Germany even though the health care systems are different. The results are based on secondary analysis and in-depth face-to-face interviews with 125 experts and opinion leaders in the United States and Germany.
On the basis of research in East Germany, the presentation examines the particular conditions for consumer research in transformation societies. Three hypotheses are presented which will be illustrated using a specific case study.
This paper points out the problems of currently existing approaches for the evaluation of the financial value of brands. On the basis of these findings a new brand evaluation approach is introduced. By the consideration of all relevant facets of a brand evaluation, this new method aims to satisfy the requirements of eligible and reliable brand evaluation demands.The emphasis of this approach is the integration of psychological brand strength and the evaluation of strategic options concerning marketing. The proceeding of this approach is underlined by a case study that was carried out in the German beer market.
Since the 1950s, the youth magazine Bravo has accompanied German kids through their adolescence, and is successfully present today on TV and the Internet. With our qualitative brand analysis, we intended to generate consumer insights beyond general cross media usage, aimed at developing cross media development strategies for Bravo and new approaches for cross media communication and advertising. Our study indicates, as key determinants of a successful cross media brand development, the provision of complementary contents and added values on each media platform, reflecting the teenagers media specific usage patterns and fulfilment requirements, especially with regard to interactivity and persistence.
Will the digital marketplace redefine consumer lifestyles? Does networking improve the quality of our lives? What is the overall trend when it comes to internet usage and what trends can be observed with respect to specific sites and services? In particular, how is online shopping developing, which advantages and obstacles will have a decisive impact on the future trend? The paper addresses these questions, along with an examination of the demographic and typological characteristics of online target groups and their sometimes-surprising consumption patterns. The paper also focusses on the question of how key consumption orientations have changed in conjunction with expanding internet usage and what providers of internet sites and services in Europe's largest market Germany can expect in future.
This paper discusses findings of the most extensive research on the media usage of kids aged from 8 to 15 years ever carried out in Germany. To provide as complete a picture as possible, media usage habits were studied in a 1600 case representative diary survey, including all other activities during the day as well. The complex design of the study with three visits and two interviews with each interviewee made it possible to follow memory traces of editorial content and advertising. These quantitative findings are complemented with a brief summary of qualitative research on the functions that media have for kids this age.
Utilizing the basis of the very complex automobile market in Germany, the effects created by radio advertising in a media-mix will be demonstrated. The essential effects of an advertising campaign can only be proven in psychologically defined target groups. The study also shows that small amounts of broadcast spending can achieve a considerable impact in very difficult markets. The study, based on a survey of January and February 1997 also shows that the usual indications of advertising effects of demographically defined target groups incompletely describe these effects.
This paper presents the results of the first basic survey in Germany to show the effectiveness in principle of radio as an advertising medium. Described are the effective mechanisms of radio advertising in relation to actual exposure, both generally and with regard to specific target groups and reception conditions. A supplementary illustration is provided by the results of three campaigns analysed in the study.
The radio survey method test carried out in 1995 by the German radio organisations within AG.MA was a milestone in German radio research in many respects. This was the first time that a method test of this kind had been carried out in Germany, at great expense, in order to validate reach figures. As a result the knowledge gained will also have far- reaching implications for radio survey methods. The concept of this large-scale multi-method test was presented at the 1st ESOMAR Radio Research Symposium, which took place in Paris two years ago. This report presents the most important results of this multi- method test to a large international audience of experts for the first time. In the first part of this report the different test models and the motives which led to carrying out the study will be briefly reviewed. The most important and interesting results will then be presented. In conclusion the results will be summarised and the outlook and recommendations for future radio research will be provided.
This paper reports on a research study using a mental mapping technique, involving laddering interviews, which makes the link between perfume brands and the benefits derived from the purchase, and how these benefits in turn satisfy the purchaser's personal values. The research was carried out in the UK and Germany, among 24 respondents, and the paper discusses the findings in relation to managing the marketing mix across more than one market.