Nilewide Marketing Review articles from February 2006

Nilewide Marketing Review archives from February 2006

Beware the brand's alter ego!
February 5, 2006... A popular approach to overcoming the relentless wave of products and services available to the consumer, is to use emotional branding. The basis of the strategy is that appealing to the emotions will provide a deeper and more durable...

The consumer rebel.(anti-commercial consumer rebellion )
February 5, 2006... Protests at the WTO summits, magazines like AdBusters, or "Buy nothing days" are all outward manifestations of an anti-consumer spirit. Even so, there are many more people who quietly protest against consumerism in their own ways and do not...

Do it often or talk about it?
February 5, 2006... Loyalty still means different things to different people and this makes finding a reliable measurement of loyalty problematic. There have been many attempts to separate attitudinal and behavioural loyalty, and to use methods that combine the...

Flirt with inertia!(marketers can use inertia)(Brief Article)
February 5, 2006... Inertia has a bad name, because it is associated with negative ideas, such as inability to move, stodginess, or stuckness. In marketing, it is even more unpopular, because it prevents customers from changing even when they are unsatisfied....

Service that is too good!
February 5, 2006... It is common to claim that customer service has deteriorated over the years and there are numerous examples from the mass media, case studies and internet opinion sites, to support the view. Obviously good or excellent customer service, like...

The crybaby boom.(immaturity)(Brief Article)
February 5, 2006... In the aftermath of Hurricane Katrina, Americans were convinced that petrol prices would remain steep and the economy was in recession. However, consumer spending seemed to rise, car pooling was still unpopular, and Wal-Mart posted gains in...

Miss Otis regrets.(customers to regret their purchase)(Brief Article)
February 5, 2006... The concept of post-purchase regret is well known and few people would claim they have never experienced it. People have their own ways of minimising regret, which differ depending on whether it is a planned purchase or an impulse purchase. If...

When is it really yours?
February 5, 2006... The endowment effect comes into play when someone values something they own more than they would if they did not yet own it. Such an effect is very strong in, say, the housing market. The question is whether the endowment effect is as strong...

It's not my fault, MR!(marketing research )(Brief Article)
February 5, 2006... When someone is under pressure, they are often quick to place the blame somewhere else. According to one commentator, Lawrence Gibson, marketing research has become a scapegoat for the ills of marketing. At the same time, he blames the...

A picture paints….
February 5, 2006... Email marketing, whether popular or not, is still irresistible for its cheapness and fast feedback. MarketingSherpa, a research firm, has identified four factors that make email marketing more effective. These are: use of images, sending to new...

Back again with a new name.
February 12, 2006... Neuroscience may be in its infancy but its findings and implications continue to excite the marketing world. However, it is interesting to note that many of the core implications of recent applications of neuroscience research to marketing were...

When Buddhism meets science.(Dalai Lama soughts to build a link between Buddhist beliefs and western science)
February 12, 2006... In our quest to understand the brain, through neuroscience, it is easy to forget that neuroscience is a discipline filled with controversy. What may appear to be proven is often highly controversial among neuroscientists and, as in all...

Societal expectations =; risks.(Survey of private industry executives on corporate growth)
February 12, 2006... Nobel Laureate Milton Friedman's view that high returns should be a corporation's sole focus may still have its supporters, but a recent global survey of private industry executives, by McKinsey, suggests that the pendulum is swinging after...

We like social causes.(Marketing of sponsorship)
February 12, 2006... Sponsorship spending on sports, entertainment, the arts and social causes is on the rise in the US. Managers have to choose a sponsorship that best meets their needs, but all too often it is based on the personal interest of a top executive or...

Why changing environmental attitudes is so hard.(political, technological, economic, structural, functional, and human position)
February 12, 2006... The green movement, while well recognised throughout the west, is fraught with contradictions. Even people who profess to care about the environment do not necessarily buy green products or recycle, and the sheer volume of literature on...

Is cool still hot?(Brief Article)
February 12, 2006... Is cool and its bastard offspring "cool hunting" dead? After all, cool is a rejection of the mainstream. The internet is replacing the mainstream with quirky, and as the mass media surrenders to the highly fragmented new media dynamics the old...

In a bid to be rational.(Research on online auctions)(Brief Article)
February 12, 2006... The internet provides a way for buyers and sellers to come together and it also offers a way for researchers to observe how buyers and sellers behave. The theory that buyers will behave rationally on the net because they have time to think and...

Net generations.(younger people)(Brief Article)
February 12, 2006... Just as in physical life our age plays a role in what we use on the internet. All age groups use email, seek news and product information, but other services seem to be more generationally appealing. Younger people, 18-28 years or Gen Y, are...

The third screen.(Television on mobile devices)(Brief Article)
February 12, 2006... TV on mobile devices, from mobile phones to iPods, continues to excite many in the marketing and media industries, but it is far from clear what types of TV programs will be watched and how much people will pay for the service. Current trials...

Take off add-ons.(mesh with other products)(Brief Article)
February 12, 2006... One of the defining features of today's technologies is that they are awash with features. They also have many add-ons, or ways that they mesh with other products. For example, phones have morphed into cameras, and clothes (even boxer shorts!)...

What makes communities tick?(brand communities)(Brief Article)
February 12, 2006... Most research on brand communities has focused on specific factors that may influence or define a community. Unfortunately for managers who are creating communities, it is the combination of many factors that leads to a successful community....

Is everything a channel? The other side of presence.(Vodafone global telecommunications)
February 26, 2006... Analysis Show the women in your life that not all men are hopeless at staying in touch. Send a text. A quick text can work wonders. From Vodafone 13.48 21-Dec-2005 One might argue that the above text message received at 2.48 in the...