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Advertising as a marketing communication tool. Differences and similarities between customers' perceptions and company's expectations Case study of Swedish telecommunication operator Tele2 AB

Автор:   Karina P.
мягкая обложка
100 страниц
2010 год
Издательство:   Книга по Требованию
Цена:
1891 руб
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Описание:At the same time the company' s expectations were analyzed by means of the interview. After all, the received results revealed the differences and similarities of customers' perceptions and company' s expectations. This study is an attempt to investigate the correspondence between feelings and attitudes customers possess towards the Tele2' s Frank TV commercials and actual Tele2' s expectations and anticipations of customers' perceptions. The research was conducted in accordance with the results received from the survey and the interview. One hundred respondents were asked to answer the general questions about the TV commercials as well as the Tele2' s advertisements with the main character Black Sheep Frank and slogan "Born to be cheap".


Orthomol Immun Junior Сила иммунитета на страже Вашего ребенка Orthomol Immun Junior Сила иммунитета на страже Вашего ребенка

2990 руб
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Never Eat Alone

Those days are good and gone. The way the world speaks and listens has changed radically. And the tools we use to communicate are changing at a similar pace. As access to consumers grows, so does consumer power. They can choose from hordes of entertainment venues, use software tools to filter out unwanted messages, and shoot down surviving messages with a heightened sense of cynicism. It's just not as easy to be heard. Brand loyalty is tougher to achieve. Conventional advertising and marketing just won't cut itБЂ”and neither will traditional thinking among those who want to get their message across. The CMO of today and tomorrow must be a strategist, a technologist, creative, and always focused on the sales and financial return on his marketing investments. Not a lot of individuals, consulting firms, or agencies combine all those traits. As a result, the life of the CMO is a lonely one, and the life of the CEO who expects all this is too often a frustrated one. My growing sense of these changes, along with conversations with respected marketers, is the main reason I founded FerrazziGreenlight, to focus on marketing strategies and programs that push the marketing spend closer to actual sales ...»

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