Marketers taking all roads to Scotland

Article Abstract:

While advertisers wait for it to peak in its effect on the consuming public, Scotland is the hot spot setting for an ad. Australia is out of vogue now; England is perceived as sophisticated but a bit snobbish while Scotland, however, is reportedly perceived as sophisticated but much more approachable, warm and friendly. This holds for advertisers other than golf products, golf being born in Scotland, and Scottish-made whiskey. Recent advertisers using the tiny country as an ad backdrop have been Kodak, Pontiac cars, and Seagate Technology.

Marketing procedures, Company Planning/Goals, Advertising Management, Influence, Scotland, Abstract, Marketing management, Media coverage

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Focus groups favor nostalgic messages

Article Abstract:

Foote Cone & Belding ad agency conducted focus groups in the wake of the Sept. 11 terrorist attacks which found that consumers may respond well to advertising that taps into their nostalgia, reminds them of their childhood or evokes a sense of emotional rapport with those who serve the community. Consumers had a stronger sense of community now, and had positive feelings for the U.S. Postal Service because it delivered during and after the disaster.

Advertising, Social aspects, Statistical Data Included, Analysis, Usage, Surveys, Marketing research, Consumer preferences, Market research, Public opinion, Consumers, Focus groups, Foote, Cone and Belding, Nostalgia, World Trade Center and Pentagon Attacks, 2001

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TV-ad study stresses 'holding power.'(Advertising)

Article Abstract:

Ogilvy & Mather conducted a study that is of great importance to the advertising industry. They found that those viewers who watched entire programs recalled the advertising during that program more completely. They termed these programs as having "holding power." This means that the program, whether new or old, would hold viewers to watch the entire show, rather than flipping around from station to station.

Research & development outlays, Television programs, Ogilvy & Mather Worldwide Inc.

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