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Journal of Advertising Research
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Understanding Subaltern Brand Equities. How Local Newspapers can Confront National Brands
Aparna Sen, ESOMAR, Qualitative Research, Athens, November 1999
The remit of the paper is to argue, through a case study based in the publishing sector, how qualitative research used fruitfully and quickly can help companies maximise business value and enable marketers to formulate strategies to combat market threats within a short space of time and in a reliable manner.
The remit of the paper is to argue, through a case study based in the publishing sector, how qualitative research used fruitfully and quickly can help companies maximise business value and enable marketers to formulate strategies to combat market threats within a short space of time and in a reliable manner. Despite the fact that newspaper publishing houses have a great deal of hard data on circulation and readership, to retain market share and grow they are compelled to gain a deeper understanding of their products. This understanding can come from listening to the reader and meeting their needs. The case study deals with English-language local newspaper brands operating within a limited geographical area, not only competing with each other but also confronted (at the time of the research) with the threat of entry of a highly successful national brand with its equity. It examines how the subaltern brands could rise to the challenge and maximize their business opportunities by responding to the local realities and their immediate imperatives.
Newspaper's Standards for Acceptable Advertising
Michael S. LaTour, Kathleen T. Lacher and Herbert J. Rotfeld, Journal of Advertising Research, Vol. 36, No. 5, September/October 1996
When asked why he liked a particular advertisement, a 63-year-old retired military man confidently replied, 'Elves make good cookies.' He had chosen an ad featuring the Keebler Elves as his favorite.
When asked why he liked a particular advertisement, a 63-year-old retired military man confidently replied, 'Elves make good cookies.' He had chosen an ad featuring the Keebler Elves as his favorite. The Keebler Elves are spokes-characters for Keebler brand food products and just a few of the hundreds of spokes-characters that fill magazine pages and television time. The spokes-character, at its most basic, is defined as a fictional persona employed to sell a product or service. Although research suggests that advertisements employing spokes-characters have a greater ability to change consumers' brand preferences than other ads (Ogilvy and Raphaelson, 1982), there has been no systematic inquiry into the factors that contribute to popular and effective spokes-character advertising.
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