Marketing Communications

238 CHAPTER 7 ADVERTISING Table 7.4 Positioning of countries on cultural dimensions Countries scoring high on left-dimension att ...

FURTHER READING 239 Review questions What are the various stages in advertising campaign development? Is creativity in advertis ...

240 CHAPTER 7 ADVERTISING CASE 7: L’Oréal’s Biotherm and Biotherm Homme: a global brand of skin care products The L’Oréal Group ...

CASE 7 241 of dress and self-expression, unique traditions in cosmetics and, above all, its own unique vision. The company tries ...

242 CHAPTER 7 ADVERTISING Table 7.8 Brand image of Biotherm in Germany ☺ Strengths Weaknesses z Image/value z Rich and stable me ...

CASE 7 243 Table 7.9 Brand image of Biotherm in Spain Strengths Weaknesses z Image/value z Eau Naturelle Bienfaisante (more sea- ...

244 CHAPTER 7 ADVERTISING Figure 7.9 New ways to address men and the link with cosmetics Photo 7.5 Biotherm Homme Force Suprème, ...

REFERENCESREFERENCES 245 245 was too business-like and authoritative, did not fit into the need for autonomy of men, and lacked ...

246 CHAPTER 7 ADVERTISING 10 Weyters, B. and Geuens, M. (2003), ‘Evaluation of Age- Related Labels by Senior Citizens’, Working ...

REFERENCES 247 Proceedings of the 14th International Corporate and Marketing Communications Conference, Nicosia. 37 Brassington, ...

248 CHAPTER 7 ADVERTISING Ad Memorability: A Dual Process Model’, Journal of Advertising , 36(1), 55–67. 70 Chattopadhyay, A. an ...

REFERENCES 249 99 Rogers, R. (1983), ‘Cognitive and Physiological Processes in Fear Appeals and Attitude Change: A Revised Th eo ...

250 CHAPTER 7 ADVERTISING 128 http://www.pwcglobal.com and http://www.superbrands.org (accessed 9 June 2003). 129 Lambert, D.R., ...

Chapter 8 Media planning Chapter objeCtives This chapter will help you to:  Distinguish the various steps in the media planni ...

252 CHAPTER 8 MEDIA PLANNING Introduction Media planning is receiving more and more attention. This is not surprising since the ...

MEDIA OBJECTIVES 253  Category spending. What is the advertising spending in the product category, and how has it evolved ove ...

254 CHAPTER 8 MEDIA PLANNING six-week period. However, if the consumer does not always read the full newspaper and occasionally ...

MEDIA OBJECTIVES 255 Besides brand placements in magazines, movies and TV game shows, digital games have been discovered for bra ...

256 CHAPTER 8 MEDIA PLANNING In conclusion, several reasons have been reported in the literature as to why a high (but not exces ...

MEDIA OBJECTIVES 257 One technique to judge the effectiveness of the media is b-coefficient analysis, developed by Morgensztern, ...