A sporting party of sorts for athletes aged between 14 and 18, the Singapore 2010 Youth Olympic Games (Aug. 14-26) was a host of firsts. The overarching goal of the Singapore 2010: to inspire the young athletes, through an integrated sport, culture and education experience, to fully embrace and live the Olympic values of Excellence, Friendship and Respect, and inspire those in their communities to do the same. The 3,500 young athletes competing at the YOG have Jacques Rogges, President of the International Olympic Committee, to thank for this opportunity at Olympic sporting glory. His desire to draw more youths away from their computers
Consumer surveys remain a critical tool to diagnose brand deficiencies or growth opportunities. A restaurant chain's decision to spend on better staff training or new décor might hinge on consumer feedback. Similarly, whether a brand positions a product on a functional or emotional benefit might be guided by consumer reactions to each appeal. Unfortunately, surveys rarely, if ever, provide a direct window into consumers' minds. A host of biases exist that can lead to errors in measurement or inaccurate responses. Yet marketing executives rest major brand decisions on such data. That makes reducing survey bias crucial. The notion that surveys aren't perfect
When Kwan Sup (K.S.) Lee joined LG Electronics in 2007, he was greeted with the marketing wariness typical of a technology business. Executives at the company formerly known as Lucky Goldstar were more familiar with the old ways of doing things, despite the manufacturer's transition to the more premium LG -- as in "Life's Good" -- branding in the U.S. in 2004. Those outside the marketing department frequently asked him how much new marketing ideas would cost. Instead of appeasing them with a price tag, Mr. Lee, VP-global brand marketing, LG Electronics home entertainment, offered insight. He told them to think about the strategy behind
Coca-Cola has turned to "mommy bloggers" in South Korea to create word-of-mouth communication. The company is looking for powerful bloggers who are important local "digital influencers," said Kenth Kaerhoeg, group communications director for Coca-Cola's Pacific Group in Hong Kong. This year, Coca-Cola began hosting parties in Seoul at hip locations like Lacuisine restaurant for 10 or so young bloggers who have "clout with youngsters and cover the topics that interest them the most. The party was to build a new partnership with the young bloggers," Mr. Kaerhoeg said. Coke is thinking about replicating the South Korea effort in other Asian markets.
A sporting party of sorts for athletes aged between 14 and 18, the Singapore 2010 Youth Olympic Games (Aug. 14-26) was a host of firsts. The overarching goal of the Singapore 2010: to inspire the young athletes, through an integrated sport, culture and education experience, to fully embrace and live the Olympic values of Excellence, Friendship and Respect, and inspire those in their communities to do the same. The 3,500 young athletes competing at the YOG have Jacques Rogges, President of the International Olympic Committee, to thank for this opportunity at Olympic sporting glory. His desire to draw more youths away from their computers 
Consumer surveys remain a critical tool to diagnose brand deficiencies or growth opportunities. A restaurant chain's decision to spend on better staff training or new décor might hinge on consumer feedback. Similarly, whether a brand positions a product on a functional or emotional benefit might be guided by consumer reactions to each appeal. Unfortunately, surveys rarely, if ever, provide a direct window into consumers' minds. A host of biases exist that can lead to errors in measurement or inaccurate responses. Yet marketing executives rest major brand decisions on such data. That makes reducing survey bias crucial. The notion that surveys aren't perfect 
When Kwan Sup (K.S.) Lee joined LG Electronics in 2007, he was greeted with the marketing wariness typical of a technology business. Executives at the company formerly known as Lucky Goldstar were more familiar with the old ways of doing things, despite the manufacturer's transition to the more premium LG -- as in "Life's Good" -- branding in the U.S. in 2004. Those outside the marketing department frequently asked him how much new marketing ideas would cost. Instead of appeasing them with a price tag, Mr. Lee, VP-global brand marketing, LG Electronics home entertainment, offered insight. He told them to think about the strategy behind 
Coca-Cola has turned to "mommy bloggers" in South Korea to create word-of-mouth communication. The company is looking for powerful bloggers who are important local "digital influencers," said Kenth Kaerhoeg, group communications director for Coca-Cola's Pacific Group in Hong Kong. This year, Coca-Cola began hosting parties in Seoul at hip locations like Lacuisine restaurant for 10 or so young bloggers who have "clout with youngsters and cover the topics that interest them the most. The party was to build a new partnership with the young bloggers," Mr. Kaerhoeg said. Coke is thinking about replicating the South Korea effort in other Asian markets. 
