The advertising handbook by Sean Brierley
By Sean Brierley
This publication unravels the how and why of ads and locations the in its social, political and historic context.
content material: Illustrations; Tables; Acknowledgements; advent; 1 construction to intake; 2 developing and segmenting markets; three "Discovering" shoppers; four advertisements and the promoting combine; five enterprise constructions; 6 The advertiser- business enterprise dating; 7 advertisements and the media; eight Media making plans and purchasing; nine Media learn; 10 the rules of persuasion; eleven The content material of persuasion; 12 varieties of persuasion; thirteen Measuring results; 14 Regulating ads; Postscript: advertisements in predicament; Workshop feedback for person and team paintings; Bibliography; Index.
summary: This ebook unravels the how and why of ads and locations the in its social, political and ancient context
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Extra info for The advertising handbook
Videoing is often used if the respondents have to do something such as using the products or examining a range of them. The respondents would also tell the interviewer what the most important factors in buying a product are: price, value for money, image, status, colour, taste, texture, after-sales service, availability of parts, safety, performance, reliability, impressing the neighbours. However, there are problems to this method as well. Consumers may say that they buy a brand for specific reasons but they may not be telling, or probably cannot remember, the exact reason why they bought a specific item.
Advertisers do not particularly like “innovators” because they are not supposed to be very “brand-loyal”. However, they are supposed to be good surrogates if you want to target the “followers”: these are people who are 32 THE ADVERTISING HANDBOOK supposed to be loyal and to copy the fashions of the innovators and fashionsetters. “Followers” are the lifestyle advertiser’s favourite consumers. “Empty nesters” are also favourites of the advertising world. They are usually middleaged couples whose children have grown up and left, are at a high point in their career, are coming to the end of their mortgages and have more disposable income as well as inheritance from deceased parents.
In 1985 8% of Guinness drinkers accounted for 35% of all Guinness sold (Douglas 1984:118). This may affect the advertising strategy, encouraging medium users to become heavy users and heavy users to become even heavier, for instance. When a new product or brand extension is launched, knowledge of the market is limited. Marketers use a shotgun launch, whereby the campaign is scattered over the widest possible range of consumers. The market settles down and research is conducted to find which types of consumers have been “hit”.