Apply Sound at the Product Level for Maximum Advantage
Written by Webmaster
Wednesday, 07 November 2007
Regardless of culture or historical age, sound has always had the capacity to move people. Sound inspires. It persuades. It reminds Sound's ability to literally penetrate us and sweep us away from the present has defined its allure, whether for the purposes of entertainment, for safety or even for survival. From a brand perspective, there was a time when a commercial wasn't considered good unless it had a jingle.
On a recent Saturday, I set out to do my chores. First stop, Walgreen's, but they were out of Lectric Shave, the leading pre-shave lotion. Next stop, Cost Plus World Market, but they no longer carry Niçoise olives. Still empty handed, I headed for PetSmart to buy dog food, but there was no Hill's Science Diet adult beef on the shelves. After a futile search in the stock room, the clerk came back and asked "Why don't you buy the adult chicken? As long as it's the same brand, ...
Kellogg has been criticised for keeping its branding to a minimum on FruitaBu. But Marketing asks why all the fuss? Marketing revealed that Kellogg is gearing up to launch a brand called FruitaBu. The healthy snacking range, comprising apple crisps and dried fruit, hits shelves in January, backed by a £4m marketing spend. The Department of Health's five-a-day logo is prominent on the products, but unless consumers read the small print on the back,
"Beyond Sampling: Advertrying Gets Target to Experience Product When and Where It's Most Relevant". One of the greatest challenges facing corporations today is deciding where to invest their marketing dollars at a time when there are more choices than ever. Marketers and their agencies are searching for new ways to profitably persuade consumers to buy. In this quest, some have found the answer lies in the product itself
Regardless of culture or historical age, sound has always had the capacity to move people. Sound inspires. It persuades. It reminds Sound's ability to literally penetrate us and sweep us away from the present has defined its allure, whether for the purposes of entertainment, for safety or even for survival. From a brand perspective, there was a time when a commercial wasn't considered good unless it had a jingle.
On a recent Saturday, I set out to do my chores. First stop, Walgreen's, but they were out of Lectric Shave, the leading pre-shave lotion. Next stop, Cost Plus World Market, but they no longer carry Niçoise olives. Still empty handed, I headed for PetSmart to buy dog food, but there was no Hill's Science Diet adult beef on the shelves. After a futile search in the stock room, the clerk came back and asked "Why don't you buy the adult chicken? As long as it's the same brand, ...
Kellogg has been criticised for keeping its branding to a minimum on FruitaBu. But Marketing asks why all the fuss? Marketing revealed that Kellogg is gearing up to launch a brand called FruitaBu. The healthy snacking range, comprising apple crisps and dried fruit, hits shelves in January, backed by a £4m marketing spend. The Department of Health's five-a-day logo is prominent on the products, but unless consumers read the small print on the back,
"Beyond Sampling: Advertrying Gets Target to Experience Product When and Where It's Most Relevant". One of the greatest challenges facing corporations today is deciding where to invest their marketing dollars at a time when there are more choices than ever. Marketers and their agencies are searching for new ways to profitably persuade consumers to buy. In this quest, some have found the answer lies in the product itself
