Times are tough. Resources are tight. In this economy, marketers are under increasing pressure to do more with less. Scrutinizing your advertising--and advertising research budget--invariably leads to discussions around multinational ad transferability. Before you make a decision to extend or adjust, consider these strategies to ensure that transferability isn't just possible -but probable.
There is something peculiarly British about a relaunch. It may well be because as a nation we are increasingly (and proudly) fickle, one minute booing the thing we will then fast-track to sainthood - witness the tabloid press and the Great British
Public over Michael Jackson or Princess Diana.
A little over a year ago a curious phenomenon took place in newsagents and corner shops across the UK. After an absence of four years Cadbury's Wispa bars, withdrawn because of poor sales and production problems, suddenly re-appeared on the shelves and instantly became the most successful chocolate bar product `launch' in decades.
"Want to cut public spending? Spend more on advertising!" presents how governmental communication campaigns in the UK proved more cost-effective than getting regulations tougher.
"Marketing Your Way Through An Economic Downturn" builds upon IPSOS global research findings to give advertisers recommendations about to how emerge from the crisis in a positive situation.
