The brand or the bargain: What's the most important consideration for a consumer electronics shopper nowadays?

Article Abstract:

When consumers consider purchasing TVs, stereos, VCRs or other consumer electronics items, their decisions are based on a combination of price and brand loyalty. Sales of such items have been increasing steadily at the rate of a billion dollars a year, with projected 1986 sales figures of $25.7 billion. The strength of the yen versus the dollar threatens to increase prices, and manufacturers' profit margins are already slim. Consumer electronics advertising is predominantly in consumer magazines, but some companies divide their ads between magazines and broadcasting: Sharp Electronics places 60 percent of its ads on broadcasting and 40 percent in magazines. Print ads are particularly effective for describing the advantages of a particular product, and the better the ad, the more likely it is that consumers will accept the price.

Usage, Consumer electronics industry, Advertising, Magazine advertising, Broadcast advertising

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Question: just what is Welch's?

Article Abstract:

Welch Foods is planning new products in its effort to diversify and shed the grape product image: the food company now sells foods made of apples, raspberries, and cranberries, in addition to other food. Usually, the components of a firm's balance sheet are much more subtle than previously thought to be. Before making new market inroads in new areas, the Welch Foods corporation reviewed consumer research to uncover what the consumer thought of the corporation and its image. The advertising agency Jordan, Case & McGrath was hired to develop a new company symbol for its new product lines. Consequently, a garden basket with the fruit wrapped in banner reading Welch's Way was introduced.

Advertising agencies, Services, Juice industry, Welch Foods Inc., Jordan, Case and McGrath

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The Korean invasion

Article Abstract:

Samsung Group of South Korea will increase its marketing effort for sales of high-technology consumer electronics products sold in the U.S. With a $7 million advertising and marketing drive set for the next year, the company expects to become the most visible Korean manufacturer of consumer electronics products in the U.S., opening the way for additional Korean corporations to make similar moves. The advertising drive, which will give the impression of top quality and low prices, is being handled by the agency David Deutsch Associates.

South Korea, Contracts, International relations, Samsung Group, Korea, South, David Deutsch Associates

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