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Japanese buyers are known for their tendency to be risk-averse.
Over 60 percent of advertising is found to be deceptive.
Presales, or communication, objectives such as increases in brand awareness are
claimed to be 'vaguely wrong,' in contrast to sales measures that are asserted to be
'precisely right.'
Successful brands employ just one or two marcom tools in order to satisfy the brand's
positioning strategy.
One advantage of brand placements is that they are generally less intrusive than
advertisements and thus less likely to be avoided.
Ads with physically attractive endorsers have not been shown to produce more
favorable evaluations of advertised brands than ads with less attractive communicators.
If the source of a message is forgotten or if the source switches to a different position,
an internalized attitude will be lost.
Gfk MRI's Starch Ad Readership Studies interviews respondents and then classifies
them as noted, associated, read-some, or read-most readers according to specific
definitions.
All elements of the promotional mix and IMC work together to achieve overall
organizational objectives.
