TITLE

Multiple - choice marketing ticks all the right boxes

AUTHOR(S)
Mortimer, Ruth
PUB. DATE
February 2011
SOURCE
Marketing Week;2/10/2011, Vol. 34 Issue 6, p10
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
The article focuses on the importance of employing a multiple-choice storytelling technique as new move of personalized marketing in Great Britain. It mentions that Samsung Electronics Co. Ltd. has adopted the choose-your-own adventure marketing strategy to promote its Galaxy Player 50 for Android-enable cell phones. It contends that the marketing strategy is not just suitable for brands focused on entertainment, but also it allows consumers to alter the outcome of events.
ACCESSION #
59197038

 

Related Articles

  • Investigating Consumers' Purchase Incidence and Brand Choice Decisions Across Multiple Product Categories: A Theoretical and Empirical Analysis. Mehta, Nitin // Marketing Science;Mar/Apr2007, Vol. 26 Issue 2, p196 

    We propose a framework to investigate consumers' brand choice and purchase incidence decisions across multiple categories, where both decisions are modeled as an outcome of a consumer's basket utility maximization. We build the model from first principles by theoretically explicating a general...

  • The effect of sales promotion on post-promotion brand preference: A meta-analysis. DelVecchio, Devon; Henard, David H.; Freling, Traci H. // Journal of Retailing;Sep2006, Vol. 82 Issue 3, p203 

    Abstract: The benefit of sales promotions is that they induce choice. However, this benefit may be offset by undermining preference for the brand when it is no longer promoted. Despite the fact that sales promotions have long been employed in marketing practice and researched academically, a...

  • ROLE OF NONPRICE VARIABLES IN INTERTIER COMPETITION. Sivakumar, K.; Nakata, Cheryl; Aggarwal, Praveen; Chitturi, Ravindra; Koukova, Nevena T. // Journal of Marketing Theory & Practice;Fall2009, Vol. 17 Issue 4, p351 

    This study examines the role of nonprice variables in intertier competition (low-tier versus high-tier brands). Specifically, we examine the asymmetric impact of nonprice variables, such as features, displays, and prior product experience, on brand choice between tiers. Prior research has...

  • Brand management poised for change. Bergstrom, Alan J. // Marketing News;07/07/97, Vol. 31 Issue 14, p5 

    This article focuses on the importance of brand management in marketing. The traditional view of branding has been one of execution; that is, increasing consumer awareness of a company's products. Brand management is not just a marketing function but one that is more central to the entire...

  • The Effectiveness of Retail Price Reductions: A Comparison for Alternative Expressions of Price. ANDERSON, EVAN E. // Journal of Marketing Research (JMR);Aug1974, Vol. 11 Issue 3, p327 

    This article investigates the effectiveness of retail price reductions of grocery products. The author discusses how the awareness of unit-pricing information by households plays an important role in this relationship. The author also examines the concept of price level and price expression in...

  • Effect of Dealing Patterns on Consumer Perceptions of Deal Frequency and Willingness to Pay. Krishna, Aradhna // Journal of Marketing Research (JMR);Nov91, Vol. 28 Issue 4, p441 

    Research has shown that brands with higher deal frequency obtain a smaller market share 9am on deal and have a lower expected price. However, the level of dealing must be perceived by consumers before it can affect consumer response to promotions. Hence, perception of deal frequency may affect...

  • The Effects of Ingredient Branding Strategies on Host Brand Extendibility. Desai, Kalpesh Kaushik; Keller, Kevin Lane // Journal of Marketing;Jan2002, Vol. 66 Issue 1, p73 

    A decision of increasing importance is how ingredient attributes that make up a product should be labeled or branded, if at all. The authors conduct a laboratory experiment to consider how ingredient branding affects consumer acceptance of a novel line extension (or one that has not been...

  • Promotion Thresholds: Price Change Insensitivity or Risk Hurdle? Krider, Robert E.; Sangman Han // Canadian Journal of Administrative Sciences (Canadian Journal of;Sep2004, Vol. 21 Issue 3, p255 

    Threshold effects in consumer response to price promotions are usually explained as insensitivity to small differences between an observed price and an internal reference price. In this research, we develop an alternative mechanism whereby the threshold effect arises from consumer uncertainty of...

  • Effect of Sales Promotions on Consumer Preferences - The Moderating Role of Price Perceptions and Deal Proneness (A Study of FMCG Products). Rao, Venu Gopal // Vilakshan: The XIMB Journal of Management;Mar2009, Vol. 6 Issue 1, p1 

    Manufacturers of FMCG products rely on sales promotions in order to attract customers and motivate them to buy their products. In doing so many marketers may be missing out on crucial consumer related dimensions such as Value consciousness (VC), Deal proneness (DP) and Price consciousness (PC)....

Share

Read the Article

Courtesy of THE LIBRARY OF VIRGINIA

Sorry, but this item is not currently available from your library.

Try another library?
Sign out of this library

Other Topics