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The 'glo-cal' branding toolkit - a global strategy in local markets
M. Gabriela Ugalde Romagnoli and Mauricio Yuraszeck Ardiles, ESOMAR, Latin American Conference, Mexico City, May 2008
Companies are increasingly using marketing techniques that have worked with consumers and applying them to engage their own employees.
Companies are increasingly using marketing techniques that have worked with consumers and applying them to engage their own employees. This paper shows how Nestlé is facing the challenges of entering the Latin American market, and is using local solutions to develop its global approach to 'employer branding'. Its main aim is to combine the identity of each country it works in with the values of its global proposal. It discusses the research plan, creative work, and shows how the approach adopted by advertising and media agencies could be used an example of how agencies can widen their remit.
The Relationship of Motivators, Needs, and Involvement Factors to Preferences for Military Recruitment Slogans
Sylvia A. Miller, M. Suzanne Clinton and John Camey, Journal of Advertising Research, Vol. 47, No. 1, Mar 2007, pp. 66-78
This study examined whether individuals with preferences for certain military recruitment slogans can be identified by characteristic factors for motivation, needs, and involvement.
This study examined whether individuals with preferences for certain military recruitment slogans can be identified by characteristic factors for motivation, needs, and involvement. Inasmuch as there appears to be no consistent theory of motivators and needs incorporated into the design of military recruitment campaigns, this study was designed to determine whether individual preferences for, and responsiveness to, certain military recruitment slogans may be related to the individual’s motivators, needs, and sense of involvement with a given slogan. The data on motivators and needs demonstrates that a relationship exists between the factors of motivation, needs, and involvement, on the one hand, and preference or lack of preference for one or more military recruitment slogans on the other hand. The study suggests that military recruitment slogans should be designed to appeal to potential recruits who exhibit characteristics that suggest they are likely to find military service suitable. The broad implication of this study is that, in the planning and execution of any “commitment/sign up” campaign, care should be taken to ensure that the slogan used appeals to the needs of the desired target group.
Qualitative recruitment report of the industry working party
International Journal of Market Research, Vol. 38, No. 2, 1996
This paper is a follow-up of the first report of the industry working party on qualitative recruitment presented at The Market Research Society Conference in 1995.
This paper is a follow-up of the first report of the industry working party on qualitative recruitment presented at The Market Research Society Conference in 1995. It describes the original study, the feedback received from the initial research and the work to date. The fundamental recommendation made in the 1995 paper was that the recruitment process should be specified on a job-by-job basis alongside quota requirements. A change of emphasis was needed whereby recruitment moved from being quasi-quantitative to truly qualitative. Several of the companies represented in the Working Party have already adopted the new guidelines and are working toward their full implementation. Industry bodies have also welcomed the recommendations although much still remains to be done in terms of communicating principles and obtaining commitment across the industry as a whole.
Observations: Intended vs. Unintended Messages: Viewer Perceptions of United States Army Television Commercials
Major Gary Lee Keck and Barbara Mueller, Journal of Advertising Research, Vol. 34, No. 2, March/April 1994
An evaluation, using qualitative and quantitative research, of some U.S. Army recruitment commercials.
An evaluation, using qualitative and quantitative research, of some U.S. Army recruitment commercials. Previous research in this area reviewed. Findings: some unintended messages, as well as intended ones, were being taken out of the ads. Different groups interpreted parts of the commercials differently. Various factors which can cause this examined, e.g. the race of the NCOs shown; inconsistency perceived between different parts of the message. Implication: need for care in studying elements in commercials which might convey unintended messages.
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