Perspectives

2007-2008
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Know|edee Points and 0ieita| Narketine Effectiveness lnsiehts T|ee ·|e ¦·¯¦-|·e 'e·|||-
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·e ·|·e¦ ·|| ¦|e .|' \e ¦·|¦e .¦| · ¦¯ | ¦|e B||C |¦ ¦| e·| .e |·e e|·|e
¦ |¯'e ¦|e| |·|' -|.|- .|' ·|·e¦ ¯| · |'·| '¦| K|e· ·| C'|· T|e
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|''.·| B|.| .'' ||e .¦| ¦| | .|·¦ ¦ e·¦ .|e| ¦|- D|||·`
Speakers' ßureau |e|e .e |.¯·e e ¦ |''.·| B|.| ·| e|e|¦ .| ·|e ··'·|'e
¦ ¯|'¦ .¦| | .| -|¦ .·|¦ ¦ ¯|e| · -e¦ |e··e| ·¦ ee|¦ | ¯|¦e|e|¯e
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|¦e||·¦|·' ·| '¦¯'¦|·' ¦·¯e ¦ |''.·| B|.|
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lNlPODUCllON
POlNlS OF vl|w
w|at c(|ce a :t(cnu b(anc` T
B(anc bu||c|nu a|cnu t|e mec|a |cnu ta|| 5
l|e |cu|c cl :ea(c| |a: |t c||c|ec vet` 9
w|at ma|e: an |ccn|c b(anc` T3
Out-cl-|cme but nct cut-cl-c|ace T7
/cve(t|:e(, lc(uet t|e PC, c|c| uc t|e c|cne 2T
Putt|nu t|e :|ccce( bac| |ntc ma(|et|nu 25
w|at: t|e Jc(c` 29
|a(|et|nu ellect|vene:: |t: mc(e t|an |u:t POl 33
|a:te(|nu t|e mcb||e ma(|et|nu ma.e 37
|a(|et|nu cu(|nu (ece::|cn tc :cenc c( nct tc :cenc` 4T
|a(|et|nu cu(|nu (ece::|cn :u(v|va| tact|c: 45
KNOwL|DC| POlNlS
Putt|nu a ¦nanc|a| va|ue cn vcu( b(anc c|an 5T
|anau|nu t|e b(anc a: an |ntanu|b|e a::et 53
P(|ce c(cmct|cn: |cJ tc ma|e t|em Jc(| lc( vcu( b(anc 57
U:|nu cut-ccJn: tc :t(etc| vcu( bucuet lu(t|e( 59
P(ccuct cemcn:t(at|cn: |cJ tc ma|e t|em Jc(| |n lv ac: 63
w|at ma|e: a u(eat cutccc( ac` 65
HcJ cc l :ucce::lu||v acve(t|:e a va(|ant` 69
l|e va|ue cl acve(t|:|nu a |aunc| 73
w|at a(e t|e ma|n |nluence: cn cu(c|a:e cec|:|cn:` 77
HcJ tc max|m|.e t|e (etu(n l(cm vcu( cn||ne c|:c|av acve(t|:|nu 8T
HcJ tc ma|e t|e mc:t cl mu|t|mec|a acve(t|:|nu 85
HcJ be:t tc manaue mu|t|c|e b(anc:` 89
l|e ccJe( cl umb(e||a b(anc|nu 93
l::ue: tc ccn:|ce( J|en :t(etc||nu vcu( b(anc97
|anau|nu vcu( b(anc |n a (ece::|cn 99
|/PK|l FOCUS
lu(|ev T05
|ex|cc T09
lnccne:|a TT3
/(uent|na TT7
l|a||anc T2T
Pc|anc T25
Scut| Kc(ea T29
C.ec| Pecub||c T33
C(cat|a T37
Cc|cmb|a T4T
Ce(manv T45
DlCll/L |/PK|llNC |FF|Cllv|N|SS lNSlCHlS
Ccn:ume( ce(cect|cn: cl acve(t|:|nu lc(mat: va(v T5T
Cam|nu :|te: mav be a uccc c|atlc(m lc( ccu b(anc: tc ce(:uace Jcmen aue: 45+ T55
|ec|a Jc(| be:t tcuet|e(, c|av|nu c|lle(ent (c|e: |n c(|v|nu t|e
ccn:ume( cu(c|a:e c(cce:: T59
Ccncent(atec cn||ne ac excc:u(e: en|ance t|e |mcact cn cu(c|a:e |ntent T63
SP|/K|PS BUP|/U T69
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7
POl NlS OF vl |w
N l L L W A P 0 ß P D W N ' S P D V
J u n e 2 0 0 7
What Price
A Strone
ßrand?
/: t|e Jc(|c cl b(anc:
beccme: eve( mc(e
c|utte(ec anc ccm-
cet|t|ve, t|e ma(|ete(:
ta:| cl bu||c|nu anc
ma|nta|n|nu :t(cnu
b(anc: beccme: |n-
c(ea:|nu|v c|l¦cu|t
Sen|c( manauement
Jant: ccnc(ete ev|-
cence cl (etu(n cn
ma(|et|nu |nve:tment
Yet t|e c|a||enue
cl cemcn:t(at|nu a
b(anc: t(ue va|ue |:
ccmc|ex w|at c(ccl
cc Je |ave t|at :t(cnu
b(anc: (ea||v c(cv|ce
a ¦nanc|a| bene¦t tc
b(anc cJne(: anc
:|a(e|c|ce(:`
/ t(u:tec b(anc |: a t(ea:u(ec a::et, c(|.ec bv |t: cJne(: anc env|ec bv
ccmcet|tc(: Ccmcan|e: a(e bcuu|t anc :c|c lc( va:t :um: cl mcnev, abcve
anc bevcnc t|e va|ue cl lactc(|e:, catent: anc c(cce::e:, cn t|e :t(enut|
cl t|e|( b(anc: But J|en cne ccmcanv cav: a c(em|um tc acuu|(e a :tab|e
cl b(anc: l(cm anct|e(, J|at a(e t|ev (ea||v cav|nu lc(`
B(anc: a(e va|uab|e tc ccmcan|e: becau:e t|ev a(e va|uab|e tc ccn:ume(:
Pecc|e J||| cav mc(e lc( a b(ancec c(ccuct t|an a uene(|c cne, anc mc(e
lc( a lavc(ec b(anc t|an t|e a|te(nat|ve: lt :eem: cbv|cu:, t|en, t|at a
b(anc t|at |a: lc(uec a :t(cnu anc encu(|nu (e|at|cn:||c J|t| ccn:ume(:
:|cu|c c(cv|ce a ¦nanc|a| acvantaue tc a ccmcanv But can t||: ¦nanc|a|
acvantaue be uuant|¦ec`
0emonstratine ßrand Va|ue

Demcn:t(at|nu a cau:a| (e|at|cn:||c betJeen ccn:ume( allect|cn anc :a|e:
(e:u|t: lc( a :cec|¦c b(anc |: nct ea:v Nct eve(vcne J|c buv: a b(anc lee|:
:t(cnu |cva|tv tcJa(c: |t, :cme cecc|e mav cu(c|a:e a b(anc becau:e |t:
cn :a|e c( becau:e |t: t|e cn|v cne ava||ab|e Fu(t|e(, manv lactc(: exte(na|
tc a b(anc J||| allect |t: :a|e: ce(lc(mance, |nc|uc|nu bu:|ne:: |cu|:t|c: anc
ccmcet|t|ve act|v|tv, a: Je|| a: J|ce( :cc|a| anc eccncm|c t(enc: HcJeve(,
|n :c|te cl t|e:e ccmc|ex|t|e:, Je |ave been ab|e tc cemcn:t(ate t|at, a||
t||nu: be|nu euua|, :t(cnue( b(anc: cc cutce(lc(m Jea|e( b(anc:
Summor|z|nç 0ronJ strençt|
/: t|e :ta(t|nu cc|nt lc( cu( ana|v:|:, Je :umma(|.ec t|e :t(enut| cl a b(anc:
(e|at|cn:||c J|t| ccn:ume(: u:|nu tJc |ev mea:u(e:, P(e:ence anc vc|taue
· Presence |: a mea:u(e cl |cJ manv cecc|e |ncJ abcut a b(anc anc
unce(:tanc J|at |t |a: tc clle( / b(anc J|t| a ||u| |eve| cl P(e:ence J|||
ente( a buve(: ccn:|ce(at|cn :et mc(e ea:||v t|an a b(anc J|t| |cJ P(e:ence
· Vo|taee |: a (e|at|ve mea:u(e cl |cJ el¦c|ent|v a b(anc ccnve(t: cecc|e
l(cm P(e:ence tc ||u|e( |eve|: cl att|tuc|na| |cva|tv Becau:e ||u|e(
|eve|: cl |cva|tv a(e a::cc|atec J|t| |nc(ea:ec c(cbab|||tv cl cu(c|a:e, a
b(anc J|t| a ||u| vc|taue :cc(e |: cc:|t|cnec Je|| tc u(cJ |t: :|a(e cl
:a|e: |n t|e cateuc(v
Nigel Hollis
Chief Global Analyst
Millward Brown
nigel.hollis@us.millwardbrown.com
www.millwardbrown.com
www.mb-blog.com
1
Neosur|nç t|e return on 0ronJ strençt|
we c|cttec b(anc: accc(c|nu tc t|e|( va|ue: cn
P(e:ence anc vc|taue tc c(eate a mac cl b(anc
euu|tv, |n J||c| t|e lcu( uuac(ant: a(e u:ec tc ce-
¦ne lcu( u(cuc: cl b(anc: F|uu(e T :|cJ: t|e ave(-
aue :cc(e: bv uuac(ant cn t|(ee |ev met(|c: |a(|et
va|ue S|a(e
T
at t|e t|me cl t|e :u(vev ccn¦(m: t|e
(e|at|cn:||c betJeen ccn:ume( att|tuce: anc t|e
(e|at|ve :|.e cl b(anc: |n t|e|( cateuc(|e: Pe(centaue
:|a(e c|anue ce:c(|be: |cJ Je|| b(anc: att(act neJ
cu:tcme(: |c( :e|| mc(e tc ex|:t|nu cu:tcme(:) /nc
vc|at|||tv - t|e ceu(ee cl va(|at|cn |n :|a(e vea(-cn-
vea( - mea:u(e: t|e :tab|||tv cl b(anc |nccme
ln ccmca(|nu t|e:e met(|c: ac(c:: t|e u(cuc:, Je
:ee t|at b(anc: |n t|e ucce( (|u|t-|anc uuac(ant tenc
tc ccm|nate t|e|( c(ccuct cateuc(|e:, J|t| ||u| ma(|et
:|a(e:, uccc u(cJt| c(c:cect:, anc |cJ vc|at|||tv B(anc:
:uc| a: Cc|e, N||e, anc |cDcna|c: a(e |nc|ucec |n
t||: u(cuc Bv ccnt(a:t, b(anc: |n t|e |cJe( (|u|t-|anc
uuac(ant, J||c| |ave :t(cnu P(e:ence but Jea|e(
vc|taue, tenc tc |c:e :|a(e vea(-cn-vea( l|e :|.e cl
t|e|( ma(|et :|a(e: |e|c: tc (ecuce t|e|( vc|at|||tv, but
t|e:e b(anc: a(e |e:: |||e|v tc u(cJ anc a(e actua||v
muc| mc(e |||e|v tc |c:e :|a(e t|an t|e|( :t(cnue(
ccunte(ca(t: B(anc: |n t||: uuac(ant a(e clten
ce:c(|bec a: be|nu ca:t t|e|( c(|me, anc |nc|uce
lam|||a( name: |||e C|ev(c|et anc /uual(e:|
l|e b(anc: |n t|e ucce( |elt-|anc uuac(ant tenc tc
be mc(e vc|at||e t|an t|e b(anc: cn t|e (|u|t-|anc
:|ce cl t|e mac |anv cc ua|n :|a(e, but a la|( num-
be( cec||ne l|e b(anc: |n t||: (eu|cn, J||c| |nc|uce
t|e |||e: cl lNC, Cc:tcc, anc Ou|.nc:, (un t|e (|:| t|at
a: t|ev :t(uuu|e tc u(cJ t|e|( lcctc(|nt, t|ev mav mcve
aJav l(cm t|e b(anc|nu lc(mu|a t|at mace t|em :uc-
ce::lu| l|e:e b(anc: a(e a|:c vu|ne(ab|e tc ccmcet|t|ve
act|cn:, :uc| a: auu(e::|ve c(|c|nu anc t|e |nt(ccuct|cn
cl 'me-tcc¨ c(ccuct clle(|nu:
l|e b(anc: |n t|e |cJe( |elt-|anc uuac(ant, J||c| |ave
bct| |cJ P(e:ence anc |cJ vc|taue, lace a ||u| la||u(e
(ate /mcnu t||: u(cuc, a ||u| ce(centaue cl b(anc:
|c:e mc(e t|an 5 ce(cent cl t|e|( :|a(e vea(-cn-vea(,
J|t| an ave(aue |c:: cve(a|| cl 4 ce(cent
No çuorontees
lt |: |mcc(tant tc emc|a:|.e t|at, J|||e t|e:e numbe(:
(ec(e:ent t|e ave(aue ce(lc(mance cl eac| u(cuc
cl b(anc:, t|e(e Je(e excect|cn: |n eac| uuac(ant
l|e(elc(e, J|||e P(e:ence anc vc|taue mav ce:c(|be a
b(anc: cctent|a|, t|ev cc nct c|ctate |t: lutu(e / numbe(
cl lactc(:, |nc|uc|nu :cme t|at a(e bevcnc t|e |nluence
cl ma(|ete(:, J||| allect a b(anc: ce(lc(mance
But J|e(e ma(|et|nu cce: |ave |nluence, |t can c|av
a c|vcta| (c|e |n :|ac|nu a b(anc: lutu(e Fc( examc|e,
ccn:|ce( t|e vene(ab|e B(|t|:| (eta||e( |a(|: & Scence(
||&S) l|e c|a|n Ja: :ulle(|nu l(cm cec||n|nu :a|e: a:
:|ccce(: ce:e(tec |t |n lavc( cl t(enc|e( a|te(nat|ve:
|anauement (eccun|.ec t|e neec tc (el(e:| t|e :tc(e:
anc (ev|ta||.e c(ccuct ||ne:, but a|:c (ea||.ec t|at |&S
en|cvec a :ub:tant|a| (e:e(vc|( cl ccn:ume( ucccJ|||
l|e lP/ aJa(c-J|nn|nu camca|un )ca/ |oS taccec |ntc
t|at ucccJ|||, (em|nc|nu cecc|e cl J|at t|ev |cvec abcut
|&S anc c(aJ|nu t|em bac| tc t|e :tc(e: Cu:tcme(
v|:|t: |nc(ea:ec bv T9 m||||cn cve( t|e c(ev|cu: vea( Fccc
anc uene(a| me(c|anc|:e :a|e: (c:e bv T0 ce(cent /: a
(e:u|t, t|e :|a(e c(|ce cl |&S (c:e mc(e t|an 60 ce(-
cent, ccnlcunc|nu exce(t: J|c |ac c(ec|ctec |t Jcu|c
neve( (|:e aua|n
Brand Equity Map
V
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t
a
g
e
Presence
+
+


Market share 9%
Share change +5%
Volatility 1.1
Market share 15%
Share change +3%
Volatility 0.4
Market share 8%
Share change -1%
Volatility 0.6
Market share 3%
Share change -4%
Volatility 1.5
Source: Millward Brown analysis of third-party market share data based on
369 cases.
Figure1
T
|a(|et va|ue S|a(e / b(anc: :|a(e exc(e::ec |n te(m: cl mcneta(v un|t: |cc||a(:, |u(c:, etc) (at|e( t|an vc|ume :a|e: / b(anc: cc||a( :|a(e, lc( examc|e, |: ca|cu|atec a:
lc||cJ: 1 :cent cn b(anc1 :cent cn a|| b(anc: |n cateuc(v
5ronJs ore vo|uo0|e to comoon|es
0ecouse t|ej ore vo|uo0|e to consumers.
Not o|| orosoect|ve 0ujers ore oj eouo| vo|ue.
2
Commandine a Price Premium
B(anc: t|at a(e a|(eacv J|ce|v |ncJn neec tc ¦nc ct|e(
Jav: tc u(cJ ln tccav: ||u||v ccmcet|t|ve c(ccuct anc
:e(v|ce cateuc(|e:, mc:t ma(|ete(: lccu: cn t(v|nu tc
|nc(ea:e t|e|( vc|ume :|a(e, e|t|e( bv ccnv|nc|nu ex|:t|nu
cu:tcme(: tc buv mc(e, c( bv ent|c|nu neJ cu:tcme(:
aJav l(cm ccmcet|tc(: HcJeve(, ma(|ete(: Jcu|c cc
Je|| tc (emembe( t|at nct a|| c(c:cect|ve buve(: a(e cl
euua| va|ue ln eve(v cateuc(v, t|e(e a(e cecc|e J|c a(e
mc(e |nte(e:tec |n uett|nu a uccc c(|ce t|an t|e '(|u|t¨
b(anc w|||e ccn:ume(: |n t||: u(cuc a(e ea:v tc :Jav
J|t| c(cmct|cna| c(|c|nu, t|ev mav nct be Jc(t| t|e
ellc(t, becau:e t|ev a(e |||e|v tc be ea:||v ce(:uacec tc
:J|tc| aJav bv :cme ct|e( b(anc
/nct|e( Jav tc ext(act va|ue l(cm a b(anc, J||c| |:
:cmet|me: cve(|cc|ec bv ma(|ete(:, |: tc |cent|lv anc
ta(uet t|e cu:tcme(: J|c cav attent|cn tc b(anc: anc
ce(ce|ve (ea| c|lle(ence: amcnu t|em l||: u(cuc |: |||e|v
tc cav a c(em|um c(|ce lc( a b(anc |l t|ev t||n| |t |: bette(
t|an ct|e(: / (ecent ||||Ja(c B(cJn ana|v:|: cl 209
ccn:ume( cac|auec uccc: b(anc: |n t|e Un|tec State:
lcunc t|at ccn:ume( e:teem Ja: t|e |ev unce(c|nn|nu cl a
b(anc: ab|||tv tc ccmmanc a c(|ce c(em|um Pe:ccncent:
Je(e a:|ec tc a::cc|ate b(anc: J|t| a numbe( cl uene(a|
att(|bute:, anc amcnu b(anc: |n t|e tcc te(t||e cn 'l |ave
a ||u|e( cc|n|cn cl |t t|an ct|e(:¨ t|e mec|an c(|ce Ja:
TT ce(cent ||u|e( t|an t|e cateuc(v nc(m
l|e c|men:|cn: cl e:teem J||| va(v l(cm b(anc tc b(anc
anc cateuc(v tc cateuc(v, but t|e net ellect J||| be t|e
:ame l|e ccn:ume(: J|c ca(e abcut uett|nu t|e (|u|t
b(anc J||| cav mc(e lc( |t |l t|ev can be ccnv|ncec t|at
|t clle(: |ev acvantaue: cve( ct|e(:
Strone ßrands lnßuence Shareho|der Va|ue
l|e |&S examc|e nctJ|t|:tanc|nu, Je |ncJ t|at
b(anc :a|e: anc ccmcanv :|a(e c(|ce cannct a|Jav:
be c|(ect|v ||n|ec Bu:|ne:: el¦c|encv, ma(|et u(cJt|,
anc |nve:tc( ccn¦cence |ave an |mcc(tant |nluence
cn :|a(e c(|ce a: Je|| But Je |ave cb:e(vec t|at
ccmcan|e: t|at cJn :t(cnue( b(anc: cc tenc tc cut-
ce(lc(m t|e ma(|et a: a J|c|e /ua|n u:|nu P(e:ence
anc vc|taue, Je c(eatec t|(ee cc(tlc||c: cl b(anc:,
eac| ccnta|n|nu betJeen T6 anc 40 ccmcan|e: l|e
:|a(e c(|ce ce(lc(mance cl t|e:e cc(tlc||c: Ja: t|en
t(ac|ec l(cm T998 t|(cuu| 2005
F|uu(e 2 :|cJ: t|at an |nve:tment |n t|e ccmcan|e:
J|t| :t(cnue( b(anc: Jcu|c |ave (etu(nec la( mc(e t|an
an |nve:tment |n a ma(|et |ncex lunc But |t |: euua||v
|mcc(tant tc ncte t|at ccmcan|e: t|at cJnec t|e
:t(cnu but |e::e(-|ncJn b(anc: |t|c:e |n t|e ucce(-|elt
uuac(ant) cutce(lc(mec t|e ccmcan|e: J|t| t|e ||u|-
P(e:ence, ||u|-vc|taue b(anc: l||: ccu|c |ave been cue
tc t|e lact t|at |e::e(-|ncJn b(anc: en|cv cne :|mc|e
acvantaue cve( mc(e e:tab||:|ec cne: l|ev can u(cJ
:|mc|v bv ma||nu t|em:e|ve: |ncJn tc mc(e cecc|e ln
:cme cateuc(|e:, t||: can (e:u|t |n a :|un|¦cant |nc(ea:e
|n bu:|ne:: Fc( examc|e, betJeen 200T anc 2006,
t|e US |n:u(ance b(anc Ce|cc ac||evec a :|un|¦cant
|nc(ea:e |n bu:|ne:: bv u(cJ|nu |t: P(e:ence l(cm 57 tc
73 ce(cent, J|t|cut |nc(ea:|nu |t: (e|at|ve :t(enut| |a:
mea:u(ec bv vc|taue)
Average Share Price, January 2006
V
o
l
t
a
g
e
Presence
+
+


$3,280 $1,810
$1,230 Not applicable
Benchmark: A $1,000 investment in the S&P 500 Index, made in 1998, would
have yielded a shareholder return of $1,310 in 2005
Figure 2
Pr|ce oromot|on. w|en overuseJ. w|||
ottroct or|ce-sens|t|ve s|oooers onJ tro|n
|ojo| customers to 0uj on Jeo|.
3
Estimatine Tota| ßrand Va|ue
Bv lccu:|nu cn t|e :t(enut| cl a b(anc: (e|at|cn:||c J|t|
ccn:ume(:, ca(t|cu|a(|v t|c:e J|c be||eve b(anc: a(e
Jc(t| cav|nu mc(e lc(, |t |: cc::|b|e tc cut a va|ue cn t|e
cu((ent anc lutu(e ccnt(|but|cn t|at b(anc|nu ma|e:
tc a ccmcanv: bcttcm ||ne l|e B(anc/ lcc T00 |c:t
PcJe(lu| B(anc: (an||nu, c(ccucec bv ||||Ja(c B(cJn
Oct|mc(, cce: |u:t t|at, bv ccmb|n|nu cata l(cm ccn:ume(
euu|tv cataba:e B(anc/ J|t| cub||c|v ava||ab|e ¦nanc|a| cata
l(cm :cu(ce: :uc| a: B|ccmbe(u anc Datamcn|tc(
l|e B(anc/ lcc T00 (an|: b(anc: accc(c|nu tc t|e c(e:ent
va|ue, |n cc||a(:, cl a|| lutu(e ea(n|nu: t|ev a(e excectec
tc uene(ate Kev tc t|e ca|cu|at|cn cl eac| b(anc: va|ue |:
t|e cete(m|nat|cn cl t|e 'B(anc Ccnt(|but|cn, ¨ a :cc(e t|at
uuant|¦e: t|e cc(t|cn cl |ntanu|b|e ea(n|nu: att(|butab|e
tc t|e ccJe( cl t|e b(anc |t:e|l Deve|ccec u:|nu cata l(cm
B(anc/, t|e B(anc Ccnt(|but|cn :cc(e (ec(e:ent: t|e :|a(e
cl a b(anc: |nccme t|at ccme: l(cm |t: mc:t ccmm|ttec
ccn:ume(: Pecc|e J|c c|cc:e c(ccuct: ba:ec cn c(|ce
(at|e( t|an b(anc a(e exc|ucec, a: a(e t|c:e J|c buv a
b(anc J|t|cut |av|nu a :t(cnu att|tuc|na| bcnc tc |t Luxu(v
uccc: |||e Lcu|: vu|ttcn, Pc(:c|e, anc C|ane| tvc|ca||v
|ave t|e ||u|e:t B(anc Ccnt(|but|cn :cc(e: cl t|e b(anc:
mea:u(ec lc( t|e lcc T00
lc (elect t|e lact t|at b|uue(, :t(cnue( b(anc: tenc tc |ave
mc(e :tab|e |nccme :t(eam:, |cva|tv cata l(cm B(anc/ |:
u:ec aua|n tc ac|u:t t|e c|:ccunt (ate cl lutu(e ea(n|nu:
/ b(anc ea(n|nu: mu|t|c|e |: c(eatec bv ccmb|n|nu a
b(anc: |cva|tv c(c¦|e J|t| cata cn ma(|et va|uat|cn: a:
Je|| a: t|e b(anc: (|:| anc u(cJt| cctent|a| /mcnu t|e
b(anc: J|t| t|e ||u|e:t :|c(t-te(m u(cJt| cctent|a| |n
t|e 2007 (an||nu: a(e Cccu|e, Sta(buc|: anc Pc(:c|e
The lmp|ications for Narketers
/|| cl t|e ana|v:|: c(e:entec |e(e :e(ve: tc |||u:t(ate t|e
¦nanc|a| (am|¦cat|cn: c(cv|cec bv :t(cnu b(anc: B(anc:
cc acc va|ue But tc max|m|.e t|at va|ue, ma(|ete(:
mu:t nav|uate t|(cuu| an |nc(ea:|nu|v ccmc|ex ma.e cl
b(anc-bu||c|nu act|v|t|e: Nc cne (cute J||| be (|u|t lc(
a|| b(anc:, t|e mc:t ellect|ve act|cn: J||| c|lle( lc( eac|
b(anc accc(c|nu tc |t: cateuc(v anc ccntext HcJeve(,
ma(|ete(: :ee||nu tc max|m|.e t|e va|ue cl t|e|( b(anc:
:|cu|c :ta(t bv ccn:|ce(|nu t|(ee luncamenta| cc|nt:
JnJerstonJ unJer|j|nç eou|t|es
l|e (cute tc anv ce:t|nat|cn cecenc: cn t|e :ta(t|nu
cc|nt B(anc: |n c|lle(ent a(ea: cl t|e b(anc euu|tv
mac neec c|lle(ent tvce: cl :uccc(t tc t|(|ve anc
u(cJ /n unce(:tanc|nu cl a b(anc: :t(enut|: anc
Jea|ne::e: J||| |e|c |nlc(m cec|:|cn: cn :t(ateuv anc
tact|c: bv J||c| tc u(cJ b(anc va|ue
C|ec| 0us|ness 0os|cs
ln mc:t c(ccuct anc :e(v|ce cateuc(|e:, Je cb:e(ve a
c|c:e (e|at|cn:||c betJeen b(anc :t(enut| anc ma(|et
:|a(e w|en a b(anc cev|ate: l(cm t|e ba:|c cateuc(v
(e|at|cn:||c, :e|||nu mc(e c( |e:: t|an |t: euu|tv m|u|t
:uuue:t, t|e(e mav be a :t(uctu(a| |::ue t|at ce:e(ve:
mc(e |nve:t|uat|cn P(|c|nu m|u|t be cut cl :vnc| J|t|
buve( excectat|cn:, lc( examc|e, c( c|:t(|but|cn mav
be ||m|t|nu :a|e:
0on´t se|| jourse|j s|ort
l|e :eumentat|cn cl cctent|a| cu:tcme(: cn t|e ba:|:
cl t|e|( c(ec|:cc:|t|cn tcJa(c b(anc: can uu|ce t|e
ta(uet|nu cl acuu|:|t|cn :t(ateu|e: P(|ce c(cmct|cn
mav be a v|ab|e tact|c |n :cme cateuc(|e:, but J|en
cve(u:ec, :uc| a :t(ateuv J||| nct cn|v att(act c(|ce-
:en:|t|ve :|ccce(: tc vcu( b(anc, but J||| a|:c t(a|n
vcu( cu((ent |cva| cu:tcme(: tc buv t|e b(anc cn cea|
/ la( :ale( anc u|t|mate|v mc(e c(c¦tab|e :t(ateuv
Jcu|c be tc lccu: cn |e:: c(|ce-:en:|t|ve :|ccce(:
J|c can be ccnv|ncec vcu( b(anc |: bette( t|an
ct|e(: anc Jc(t| cav|nu mc(e lc(
Conc|usion
Ove(a||, cu( ¦nc|nu: ccn¦(m t|at :t(cnu b(anc: a(e
bu||t cn t|e bec(cc| cl :cunc bu:|ne:: c(act|ce anc a
u(eat b(anc exce(|ence w|en :c||c luncamenta|: a(e
acccmcan|ec bv a c|ea(, ccmce|||nu b(anc c(ccc:|t|cn
anc a :t(cnu :en:e cl mcmentum, a b(anc |: |||e|v tc
|nc(ea:e bct| :a|e: anc :|a(e|c|ce( va|ue
To fnd out more about the va|ue of brands, p|ease
visit www.mb-b|oe.com.
4
N l L L W A P 0 ß P D W N ' S P D V
J u | y 2 0 0 7
ßrand ßui|dine
A|one the
Nedia
Lone Tai|
/: cecc|e u:e a J|ce(
(anue cl mec|a |n t|e|(
eve(vcav ||ve:, ma(|ete(:
|||eJ|:e |ave neJ cct|cn:
tc ccn:|ce( lc( ccmmun|-
cat|nu J|t| t|em But |n a
Jc(|c |een cn (u:||nu u:
ccJn a u(cJ|nu ta|| cl
ccmmun|cat|cn c|anne|:,
Je neec tc (ev|:|t :cme
|ev c(|nc|c|e: tc en:u(e
t|at Je a(e Jauu|nu t|at
ta|| anc |t |: nct
Jauu|nu u:
ln tccav: Jc(|c, mcce(n tec|nc|cuv |a: enab|ec a J|ce a((av cl neJ
cct|cn: lc( ente(ta|nment, |nlc(mat|cn, :e|l-exc(e::|cn anc ccnnect-
|nu J|t| ct|e(: /: cecc|e u(av|tate aJav l(cm t|e|( c|c ma:: mec|a
cu(:u|t: tcJa(c t|e:e neJe( clle(|nu:, t|ev ccnt(|bute tc t|e c(eat|cn
cl a '|ec|a Lcnu la||,¨ J||c| c(e:ent: acve(t|:e(: J|t| an abuncance cl
ncve| Jav: tc enuaue t|e|( ccn:ume(:
l|e c|(a:e 't|e |cnu ta||¨ ente(ec t|e ma(|et|nu ve(nacu|a( J|en |t Ja:
u:ec bv C|(|: /nce(:cn, ec|tc(-|n-c||el cl w/eJ maua.|ne, a: t|e t|t|e cl
an a(t|c|e |n t|e Octcbe( 2004 |::ue cl t|at cub||cat|cn l|e a(t|c|e, J||c|
Ja: |ate( excancec |ntc a bcc|, ce:c(|bec a neJ bu:|ne:: mcce| lc(
mec|a anc ente(ta|nment |ncu:t(|e: |n t|e c|u|ta| Jc(|c Bc((cJ|nu t|e te(m
l(cm :tat|:t|c:, J|e(e |t |: u:ec tc ce:c(|be a leatu(e cl ce(ta|n c|:t(|but|cn:,
/nce(:cn u:ec 't|e |cnu ta||¨ tc exc(e:: t|e |cea t|at t|e cemanc lc(
n|c|e c(ccuct: |:, cve(a||, |a(ue( t|an t|e cemanc lc( ma:: ma(|et c(cc-
uct: l|e :t(ac||ne cl t|e a(t|c|e :av: |t a|| 'Fc(uet :uuee.|nu m||||cn: l(cm
a leJ meua||t: at t|e tcc cl t|e c|a(t: l|e lutu(e cl ente(ta|nment |: |n
t|e m||||cn: cl n|c|e ma(|et: at t|e :|a||cJ enc cl t|e b|t:t(eam¨
HcJ cce: t|e |cnu ta|| ccncect acc|v tc t|e Jc(|c cl mec|a` C|ea(|v, unce(
t|e cea| cl t|e mec|a cu(ve, t(ac|t|cna| ||u|-(eac| mec|a |||e b(cacca:t lv
anc neJ:cace(: a(e unce( c(e::u(e Yet a|cnu t|e ta|| cl t|e cu(ve, bevcnc
t|e t(ac|t|cna| c|anne|: (e||ec cn lc( ma:: ccmmun|cat|cn, a(e a mu|t|tuce
cl :ma||, cctent|a||v ||u||v enuau|nu ccntext: tc ccn:|ce(, :uc| a: :cc|a|
netJc(||nu :|te:, b|cu:, anc uame: |ac| cl t|e:e ccntext: |nc|v|cu-
a||v |a: |cJ (eac|, but J|en ccmb|nec, t|e:e ve||c|e: mav |ave
an |mcact t|at (|va|: t(ac|t|cna| lv camca|un: Sc |: t|e lutu(e cl
ccmmun|cat|cn: cut t|e(e amcnu t|e mv(|ac n|c|e c|anne|: |n
t|e |ec|a Lcnu la||`
Sue Elms
Executive Vice President,
Global Media Practice
Millward Brown
sue.elms@uk.millwardbrown.com
www.millwardbrown.com
www.mb-blog.com
5
The Po|itics of the Lone Tai|
lt: |(cn|c t|at alte( vea(: t(v|nu tc uet (|c cl t|e ||ne
betJeen 'abcve t|e ||ne¨ anc 'be|cJ t|e ||ne,¨ Je
|ave nct |u:t cne neJ ||ne, but manv-betJeen t|c:e
J|c t||n| t|e c|c acve(t|:|nu mcce| |: b(c|en anc
t|c:e J|c t||n| |t :t||| Jc(|:, betJeen t|c:e J|c
t||n| tccav: ccn:ume(: avc|c acve(t|:|nu anc t|c:e
J|c t||n| t|ev(e :t||| |nte(e:tec, betJeen t|c:e J|c
t||n| ccn:ume(: a(e |n ccnt(c| anc t|c:e J|c t||n|
b(anc: can :t||| c(|ve t|e auenca lt |: a|mc:t |||e a
cc||t|ca| c( (e||u|cu: c|v|ce |elt ve(:u: (|u|t, 'c|c mec|a
Jc(|c¨ ve(:u: 'neJ mec|a Jc(|c,¨ 'b(anc-cent(|c¨
ve(:u: 'ccn:ume(-cent(|c¨
Facec J|t| t||: unce(ta|ntv, acve(t|:e(: a(e Jcnce(|nu
J||c|, |l anv, cl t|e neJ mec|a cct|cn: a(e (|u|t lc(
t|e|( b(anc: anc |cJ muc| t|ev :|cu|c |nve:t l|e
an:Je(: ||e nct |n t|e |vce :u((cunc|nu neJ mec|a,
but |n a ca(elu| ana|v:|: cl eac| b(anc, |t: :t(ateuv anc
|t: ccmmun|cat|cn neec:
The Nedia Lone Tai| in Action
l|e(e |: nc uue:t|cn t|at t|e |cnu ta|| cl mec|a c(e:ent:
t(emenccu: cccc(tun|t|e: tc a :avvv ma(|ete( N||e
c(cvec t||: bv u:|nu t|e ta|| tc cutmaneuve( /c|ca:
cu(|nu t|e 2006 wc(|c Cuc /: t|e cl¦c|a| :ccn:c( cl
t|e event, /c|ca: Ja: ab|e tc c(event N||e l(cm (un-
n|nu anv acve(t|:|nu cu(|nu t|e 64 te|ev|:ec uame:
N||e (e:ccncec bv ceve|cc|nu a neJ mec|a camca|un
a(cunc t|e |cea cl 1co. 3c^/c |Pc(tuuue:e lc( 'c|av
beaut|lu|¨) l|e camca|un leatu(ec t|e b(cacbanc lv
c|anne| 1cualv, v|(a| v|cec:, anc a :cc|a| mec|a :|te,
cc-:ccn:c(ec bv Cccu|e, ca||ec 1cuaccm Bv t|e m|cc|e
cl 1une, |a|lJav t|(cuu| t|e tcu(nament, 1cuaccm Ja:
uett|nu nea(|v tJ|ce a: muc| t(al¦c a: /c|ca:ccm
l|at |: an acve(t|:e( (ea||v Jauu|nu t|e ta||!
But J|en ct|e( acve(t|:e(:, enccu(auec bv t|e neJ mec|a
evanue||:t:, |ave (u:|ec |eec|e::|v ccJn t|e |ec|a Lcnu
la||, t|e|( (e:u|t: |ave been |e:: c|ea:|nu Hcc|nu tc c(eate
bu.. anc |eve(aue t|e ccJe( cl v|(a| ma(|et|nu lc( C|evv
la|ce, Cene(a| |ctc(: c(eatec a :|te J|t| v|cec c||c:,
:cunct(ac|: anc a|| t|e (e:cu(ce: cecc|e neecec tc ma|e
t|e|( cJn ac: lc( t|e 2007 la|ce anc cc:t t|em cn t|e
:|te w|en mc(e t|an 3,000 neuat|ve ac :ubm|::|cn:
Je(e (ece|vec, t|e :|te Ja: lc(cec tc c|c:e ea(|v, but nct
belc(e manv cl t|e c(|t|ca| ac: e:cacec tc Yculube
lc uu|ce acve(t|:e(: J|c Jant an exce(|ence mc(e |||e
N||e: t|an C|evv:, lc clle( uc a leJ uu|c|nu c(|nc|c|e:
NeJ|o must serve t|e 0ronJ oçenJo
Let: :ta(t J|t| t|e (c|e cl mec|a becau:e, J|||:t |t |:
u(eat t|at mec|a |: |n t|e ||me||u|t, t|e(e |: ccnce(n
t|at |t |: cu:||nu t|e b(anc cll cente( :taue lt :eem:
t|at t|e a||u(e cl manv neJ lc(m: cl mec|a, :uc| a:
v|(a| acve(t|:|nu c( ccn:ume(-uene(atec ccntent, |a:
beccme :c u(eat t|at |u:t u:|nu t|em beccme: t|e
|mce(at|ve
But t|e (c|e cl mec|a |: tc acvance t|e b(anc auenca
l|e 'B(anc lcea¨ mu:t ccme ¦(:t l|e ccnt(|but|cn:
l(cm t|e va(|cu: :cec|a||.ec mec|a mu:t lcJ tcuet|e(
J|t| ccmc|ete c|a(|tv, :c t|at at t|e mcment cl cu(-
c|a:e cec|:|cn, cecc|e |ave :t(cnu b(anc memc(|e: tc
ca|| uccn, c|ea( a::cc|at|cn:, a :en:e cl b(anc |eace(-
:||c l|e b|u uue:t|cn lc( anv mec|a act|v|tv |: J|et|e(
t|e mec|a lc(m anc t|e c(eat|ve exc(e::|cn J|t||n |t
can ma|e t|e b(anc mc(e att(act|ve J|en cecc|e ccn-
:|ce( |t lc( cu(c|a:e
I|e ro|e oj meJ|o |s to oJvonce
t|e 0ronJ oçenJo.
/j we 0u||J |t. w||| t|ej come²
/j we 0u||J |t. w|o w||| come²
6
anc Ja|t|nu tc enuaue J|t| b(anc: |n a ||u||v |nvc|vec
Jav-J|en (ea||v, leJ cecc|e Jant tc cc t|at we |ave
tc mc(e exc||c|t|v a:| t|e uue:t|cn, 'll Je bu||c |t, J||| t|ev
ccme`¨ /lte( a||, t|e(e: nc cc|nt bu||c|nu a c|(cu: cn
:cmecne: |aJn J|en ncbccv |: |cme we a|:c neec tc
a:|, 'll Je bu||c |t, J|c J||| ccme`¨ :|nce t|e(e: a c|ance
t|at t|e cecc|e J|c (e:ccnc tc an enuauement act|v-
|tv J||| cc :c becau:e t|ev a(e a|(eacv enuauec J|t| t|e
b(anc-¦ne lc( (e|nlc(c|nu t|e|( |cva|tv, but a Ja:te cl
mcnev |l t|ev Je(e nct |n t|e ta(uet auc|ence
l|e c|c, ca::|ve, |nte((uct|ve mec|um cl lv can :t||| cc
a |ct lc( a b(anc lv ac: Je(e u:ec tc u(eat ellect |n
t|e lP/-aJa(c-J|nn|nu camca|un bv |a(|: & Scence(
ca||ec )ca/ |5S. l|e ac: att(actec attent|cn, ce||ve(ec
an emct|cna| ccnnect|cn, anc ccnvevec a tanu|b|e
:en:e cl t|e exce(|ence cl en|cv|nu t|e c(ccuct:
Sc |et: |||| cll t|e |nte((uct|cn ve(:u: enuauement
ca(ac|um lt |: |u:t :|||v, acve(t|:|nu t|at |t c|a::|¦e:
a: |nte((uct|ve can be ||u||v enuau|nu, anc mec|a |t
c|a::|¦e: a: enuau|nu can be a Ja:te cl mcnev
|oo| ot meJ|o ençoçement |n o 0|ççer woj
l|e ccncect cl enuauement |a: c(|ven u: tcJa(c a
c(ecccucat|cn J|t| 'act|ve¨ mec|a enuauement a: an
enc |n |t:e|l (at|e( t|an cne cl a numbe( cl mec|a
':tate:¨ t|at Je can |eve(aue lc( ccmmun|cat|cn:
w|||e manv vea(: cl mec|a enuauement :tuc|e: |ave
|nc|catec a c(ettv c|ea( ||n| betJeen mec|a attent|cn
anc b(ancec acve(t|:|nu aJa(ene::, t|e ex|:tence cl a
||n| betJeen mec|a enuauement anc t|e ab:c(ct|cn
cl ·0e./. me::aue: c( b(anc |cea: |: |e:: c|ea( l|at
||n| cecenc: cn |cJ (e|evant a b(anc |:, c( can ma|e
|t:e|l, |n a mec|a env|(cnment Ccn:|:tencv J|t| t|e
mec|a ccntent c( t|e (ea:cn be||nc t|e mec|a ccn-
:umct|cn |: |mcc(tant Fc( examc|e, J|en :cmecne |:
ca::|ve|v l|c||nu t|(cuu| a l(ee ccmmute( neJ:cace(
lc( c|:t(act|cn cn a |cnu t(a|n (|ce, a b(||||ant|v J(|t-
ten |cnu cccv ac c( acve(tc(|a| meet: a neec tc cea|
J|t| bc(eccm ll |t (e|ate: tc t|e :u((cunc|nu ccntent
|J||c| m|u|t be a leatu(e cn beautv c( lam||v), |t can
a|:c |nc(ea:e mct|vat|cn tc enuaue J|t| t|e b(anc
/cve(t|:e(: mu:t |ave t|e ccn¦cence tc :et a c|ea( b(anc
ta:| t|at |: nct |ec bv t|e mec|a c( c(eat|ve auenca
l|e uue:t|cn, t|en, |: nct J|at vcu :|cu|c be cc|nu J|t|
v|(a|, but J|at, |l anvt||nu, v|(a| :|cu|c be cc|nu lc( vcu
I|row out t|e |nterruot|on versus
ençoçement ooroJ|çm
l|e c(v cl t|e neJ mec|a evanue||:t:-'lnte((uct|ve
lv acve(t|:|nu |: ceac! Lcnu ||ve enuauement!¨-|a:
|ec tc :cme mucc|ec anc canue(cu: t||n||nu ln lact,
|t |a: cau:ec u: tc unce(va|ue acve(t|:|nu t|at Jc(|:
w|en cecc|e |auu| cut |cuc at a lv ccmme(c|a|,
a(e t|ev nct enuauec` Ccnve(:e|v, J|en a c(a.v neJ
v|(a| ¦|m accea(: l(cm a l(|enc |n vcu( |nbcx, cce: |t
nct |nte((uct` Cccc acve(t|:e(: |ave .|u./· :cuu|t
tc enuaue, but t|e neJ mec|a evanue||:t ce¦n|t|cn
cl enuauement :eem: tc lccu: cn|v cn J|at |: neJ,
c|u|ta| c( |nte(act|ve /: a (e:u|t, mec|a mcnev |: be|nu
c|anne|ec t|cuu|t|e::|v ccJn t|e |cnu ta|| tc t||nu:
|||e |nte(act|ve lv ac:, v|(a|:, b(ancec c|anne|: anc
:cec|a| b(ancec web :|te:
Ncne cl t|e:e c|anne|: a(e bac, ce( :e-|cc| at t|e
:ucce:: cl N||e FeJ cecc|e Jcu|c c|:cute t|at an
|n-cect|, |nte(act|ve b(anc exce(|ence |: |||e|v tc |av
ccJn |ea(n|nu mc(e ellect|ve|v t|an a leet|nu excc:u(e
tc a b(cacca:t me::aue But t|e 'enuauement¨ c|an-
n|nu ca(ac|um :eem: tc a::ume t|at cecc|e a(e (eacv
/t´s |orJ to 0e||eve t|ot "reoc|" |os
0ecome o J|rtj worJ.
we connot s|t |n s||os onj |onçer.
7
Sc J|||:t a mec|um :|cu|c ce(ta|n|v be ccn:|ce(ec lc(
auc|ence enuauement cctent|a|, |t :|cu|c u|t|mate|v
be :e|ectec becau:e act|v|t|e: embeccec |n |t J|||
en|ance cecc|e: ab|||tv anc mct|vat|cn tc enuaue J|t|
t|e b(anc |cea
0on´t jorçet sco|e
lt |: |a(c tc be||eve t|at '(eac|¨ |a: beccme a c|(tv
Jc(c, but t(v a:||nu lc( t|e |||e|v (eac| cl an |nte(act|ve
|cea anc :ee J|at |accen:! Yet |t: becau:e cl (eac|
t|at lv, neJ:cace(: anc cutccc( a(e :t||| at t|e cente(
cl acve(t|:|nu camca|un: anc J||| (ema|n :c lc( a J|||e
vet lt Jcu|c be J(cnu tc be||eve t|at t|e (eac| c|:t(|bu-
t|cn cu(ve lc( mec|a |: a: lat a: t|e cne lc( mu:|c a(t-
|:t: c|tec bv /nce(:cn |n !'e |c^o !.| l|e b|u ¦ve-lv,
(ac|c, cutccc(, maua.|ne: anc neJ:cace(:-:t|||
acccunt lc( a ma|c(|tv cl t|e (eac| c|:t(|but|cn
But t|e c(|ve lc( enuauement anc t|e |u(e cl t|e neJ
|ave c|:t(actec acve(t|:e(: l(cm t|e nece::|tv cl
ce||ve(|nu ellect|ve ccmmun|cat|cn: tc a J|ce auc|ence
w|at Je :|cu|c be t||n||nu abcut |: :ca|ab|e en-
uauement l||: |nev|tab|v mean: m|x|nu 'tcc ccJn¨
ccmmun|cat|cn: ||ccelu||v nc |cnue( autcmat|ca||v
c|a::|¦ec a: 'bcc, ||::¨ |nte((uct|cn:) J|t| 'bcttcm uc¨
ccmmun|cat|cn: |:ta(t|nu l(cm an enuauement ':Jeet
:cct¨) tc ce||ve( an |nteu(atec c|an
5e meJ|o neutro| onJ em0roce t|e cross-meJ|o wor|J
we |ave cce(atec |n a mu|t|mec|a Jc(|c lc( manv
vea(: ncJ, anc Je |ncJ t|at acc|nu ct|e( ':eccnca(v¨
mec|a tc lv clten acc: tc t|e acve(t|:|nu ellect: But
:cme|cJ Je uct aJav J|t| Jc(||nu |n :||c: |n te(m: cl
auc|ence anc ellect|vene:: mea:u(ement
we cannct :|t |n :||c: anv |cnue( |cv|nu lc(Ja(c, mec|a
(e:ea(c|e(: J||| neec lex|b|e tcc|: tc mea:u(e la(-(eac||nu
camca|un: t|at mav u:e an a((av cl c(eat|ve tec|n|uue: tc
(eac| :cec|¦c auc|ence: c( ccmmun|t|e: Fc( examc|e, a
ca( ent|u:|a:t J|c c|v|ce: ||: |cbbv t|me amcnu lv
c(cu(am:, autcmct|ve maua.|ne:, cn||ne :ea(c|e: anc
:|a(|nu c|ctc: bv mcb||e c|cne can be (eac|ec t|(cuu|
a va(|etv cl c|anne|: /cve(t|:e(: neec a ccmmcn
cu((encv tc unce(:tanc t|e ellect cl t|e va(|cu: mec|a,
u:ec |nc|v|cua||v c( |n ccmb|nat|cn
On t|e mec|a :|ce, manv ccmcan|e: ncJ clle( a (anue
cl c|lle(ent ente(ta|nment anc |nlc(mat|cn :e(v|ce: t|at
can be b(cuu|t tc bea( cn a ca(t|cu|a( ta(uet ln t|e UK,
t|e ccntent c(cv|ce( Ke((anu! (eac|e: 20 ce(cent cl t|e
vcut| ma(|et eac| mcnt| t|(cuu| a maua.|ne, a lv
c|anne|, a web :|te, c|u|ta| anc F| (ac|c :tat|cn:, mu:|c
event: anc ccmc||at|cn a|bum: - a la( c(v l(cm J|e(e
t|ev :ta(tec J|t| a 5 ce(cent ave(aue |::ue (eace(:||c cl
t|e c(|u|na| maua.|ne
C(eat|ve |cea:, J||c| cnce Je(e ceve|ccec tc Jc(| |n
cne :cec|¦c mec|um, mu:t ncJ be ceve|ccec tc :e(ve a:
t|e c|atlc(m lc( mu|t|c|anne| ccmmun|cat|cn: l(cm lv
tc |n-:tc(e, cutccc( tc :ea(c| |evJc(c: C(eat|ve lc(mat:
:uc| a: v|cec ncJ neec tc :can mc(e ccntext: |||e lv,
cn||ne, e|evatc(:, anc mcb||e c|cne: Pe:ea(c| mu:t nct
cn|v mea:u(e t|e cve(a|| (e:ccn:e tc a camca|un, but
mu:t a|:c ana|v.e t|e ellect cl :cec|¦c tcuc|cc|nt: tc
cct|m|.e ccmmun|cat|cn ellect|vene::
Fc||cJ|nu auc|ence: anc ccmmun|cat|cn act|v|t|e: a:
t|ev :c(eac ac(c:: mec|a env|(cnment: J||| be a ma|c(
c(ecccucat|cn mcv|nu lc(Ja(c /|| mec|a cccc(tun|t|e:
mu:t be |ucuec cn t|e|( me(|t: Can t|ev (eac| vcu(
ta(uet c(c:cect:` Can t|ev enccu(aue cecc|e tc
cu(c|a:e vcu( b(anc bv bu||c|nu :t(cnu b(anc a::cc|at|cn:
t|at J||| be t(|uue(ec at t|e cc|nt cl cu(c|a:e`
Conc|usion
l|e |ec|a Lcnu la|| |: u(cJ|nu, anc J||| ccnt|nue tc cc
:c lt mav u(cJ mc(e :|cJ|v |n :cme ccunt(|e: t|an |n
ct|e(:, but |t |: ce(ta|n|v u(cJ|nu a|eac cl t|e bucuet
a||ccat|cn: cl t|e acve(t|:|nu ccmmun|tv
Pecc|e a(e uc|nu tc neJ c|ace:, cc|nu neJ t||nu: anc
||v|nu mc(e |c||:t|c mec|a ||ve: ln cne :en:e, Je |ave
nc c|c|ce but tc lc||cJ t|em, but at t|e :ame t|me Je
|ave a |uue cccc(tun|tv tc bu||c :t(cnue( b(anc: bv
|uc|c|cu:|v Jauu|nu t||: |ec|a Lcnu la||
To read more about current issues in media, p|ease
visit www.mb-b|oe.com.
8
N l L L W A P 0 ß P D W N ' S P D V
A u e u s t 2 0 0 7
The Loeic of
Search. Has it
C|icked Yet?
lc manv cn||ne ma(|et-
e(:, :ea(c| :eem: |||e
t|e u|t|mate c|(ect
(e:ccn:e mec|um
lt a||cJ: t|em tc (eac|
cecc|e J|c a(e act|ve|v
:|ccc|nu lc( a c(ccuct
c( :e(v|ce, anc ma(-
|ete(: (|u|t|v be||eve
t|at |l t|ev :ucce::lu||v
enuaue cecc|e at t||:
cc|nt |n t|e c(cce::,
t|ev a(e cne :tec c|c:e(
tc c|c:|nu t|e :a|e But
|: t|e(e mc(e tc :ea(c|
t|an |u:t ccnve(t|nu an
act|ve :|ccce( |ntc a
cu(c|a:e(`
Sea(c| |: t|e 800-ccunc uc(|||a cl cn||ne ma(|et|nu lt (ece|vec 40 ce(-
cent cl t|e US 1T69 b||||cn :cent cn||ne |n t|e Un|tec State: |n 2006,
cJa(¦nu t|e 22 ce(cent a||cttec tc c|:c|av acve(t|:|nu FeJ mec|a, cn||ne
c( cll, can matc| J|at :ea(c| clle(: t|e cc::|b|||tv cl enuau|nu a c(c:cec-
t|ve cu:tcme( anc |eac|nu t|at c(c:cect t|(cuu| tc t|e cc|nt cl cu(c|a:e
l|e lact t|at t|e (e:u|t: cl :ea(c| a(e (eac||v cactu(ec, t(ac|ec anc ana-
|v.ec acc: tc t|e accea| cl t|e c|anne| /n ent|(e :ea(c| enu|ne ma(|et|nu
|ncu:t(v |a: ceve|ccec tc |e|c acve(t|:e(: max|m|.e t|e (etu(n cn t|e|(
|nve:tment |n :ea(c| /na|v:|: cl met(|c: :uc| a: c||c|-t|(cuu|, uua||¦ec
|eac:, anc :a|e: ccn¦(m: t|at t|e POl cl :ea(c| |: :t(cnu (e|at|ve tc ct|e(
mec|a Fc( examc|e, a (ecent ma(|et-m|x mcce||nu c(c|ect ccncuctec bv
||||Ja(c B(cJn lc( an cn||ne ccntent cub||:|e( lcunc t|at t|e (etu(n uen-
e(atec bv :ea(c| Ja: T5 ce(cent ||u|e( t|an t|at lc( c|:c|av acve(t|:|nu,
anc mc(e t|an tJ|ce t|at cl e|t|e( lv c( c(|nt
/|| cl t||: |enc: c(ecence tc t|e c|a|m t|at :ea(c| enu|ne ma(|et|nu |a: t|e
mc:t mea:u(ab|e (etu(n cn |nve:tment :|nce c|(ect ma|| w|c neec: c(eat|v-
|tv` Ycu |u:t neec tc buv t|e (|u|t Jc(c tc uet an ac |n l(cnt cl a c(c:cect
ls it Pea||y that Simp|e?

Nct eve(vcne |a: :uccumbec tc t|e :|(en :cnu cl :ea(c| c(cccnent:
ln an a(t|c|e |n t|e |^.^..| !^e· t|t|ec 'Cccu|e Data ve(:u: Human
Natu(e,¨ S|( |au(|ce Saatc|| :uuue:t: t|at t|e c(cm|:e cl :ea(c| |: cve(-
:tatec Saatc|| cce: nct c|:cute t|e va|ue cl :ea(c| acve(t|:|nu ce( :e, but
c|a||enue: t|e be||el t|at t|e :ea(c| c(cce:: |: (at|cna| encuu| tc (eac||v
v|e|c |n:|u|t bv :tat|:t|ca| ana|v:|: /||uc|nu tc t|e (c|e c|avec bv cecc|e:
c(e|uc|ce: anc c(eccncect|cn:, |e :av:, 'lt |: an |nccnven|ent anc :tubbc(n
lact t|at cut:|ce NeJtcn: un|ve(:e, J|e(e c|v:|ca| |aJ: ucve(n (ea||tv, t|e
Jc(|c |: ccnc|t|cnec bv ce(cect|cn¨
Ot|e(: |ave exc(e::ec t|e v|eJ t|at :ea(c| |: uett|nu c(ec|t t|at :|cu|c
(|u|tlu||v uc tc ct|e( ma(|et|nu c|anne|:, J||c| cave t|e Jav lc( :ea(c| bv
ma||nu a b(anc att(act|ve tc buve(: ln c|:cu::|nu t|e (e|at|cn:||c betJeen
:ea(c| anc ct|e( ma(|et|nu act|v|t|e:, N|c| Nv|an, C|O cl Dvnam|c Lcu|c,
(ele((ec tc t||: ellect J|en |e :a|c, 'l|e b|uue( batt|e |n :ea(c| mav ve(v
Je|| be Jcn belc(e t|e :ea(c| |: even ccncuctec¨ lc |:c|ate t|e
t(ue POl cl :ea(c|, cne Jcu|c neec tc ccncuct a ccnt(c||ec te:t
tc cete(m|ne t|e numbe( cl cecc|e J|c Jcu|c |ave bcuu|t a
b(anc (eua(c|e:: cl :ea(c| (e:u|t: ln t|e ab:ence cl :uc| te:t-
|nu, manv ma(|ete(: mav enc uc J|t| an |nlatec :en:e cl t|e
POl l(cm :ea(c| ma(|et|nu
Nigel Hollis
Chief Global Analyst
Millward Brown
nigel.hollis@us.millwardbrown.com
www.millwardbrown.com
www.mb-blog.com
9
lc :av t|at ce(cect|cn J||| |nluence |cJ cecc|e
:ea(c| |: nct tc cenv t|e va|ue cl :ea(c| a: a ma(-
|et|nu tcc| But |t cce: ||u|||u|t t|e lc||v cl t||n||nu
cl :ea(c| a: a :||c, :eca(ate l(cm t|e (e:t cl t|e
ma(|et|nu m|x l|e ellect: cl :ea(c| acve(t|:|nu a(e
:ub|ect tc t|e |nluence cl ct|e( lc(m: cl acve(t|:-
|nu a: Je|| a: tc t|e neec: anc c(ec|:cc:|t|cn: cl
ccn:ume(: Ccmc||cat|nu matte(: lu(t|e(, t|e (e|at|ve
|mcc(tance cl t|e:e lactc(: va(|e: at c|lle(ent cc|nt:
a|cnu t|e cat| tc cu(c|a:e
Search A|one the Path to Purchase
Peseorc|
Fc( cecc|e J|c |ave |u:t |cent|¦ec t|e neec lc( a
c(ccuct c( :e(v|ce, a :ea(c| |: clten t|e :ta(t|nu cc|nt
lc( t|e|( exc|c(at|cn cl a cateuc(v l|ev (ea||.e t|at
t|ev neec :cmet||nu - a vacat|cn, a camcc(ce( c( an
lP (cute( - but t|ev |ncJ ||tt|e abcut t|e cateuc(v, :c
t|ev tu(n tc :ea(c| tc beu|n tc ecucate t|em:e|ve:
Du(|nu t||: |nlc(mat|cn-uat|e(|nu :taue cl t|e :ea(c|
c(cce::, cecc|e J||| c|ace a c(em|um cn ||n|: t|at
accea( tc clle( |mca(t|a| anc unb|a:ec |nlc(mat|cn
l(cm a c(ec|b|e :cu(ce /cve(t|:e(: J|c u:e a cne-
:|.e-¦t:-a|| c|(ect-(e:ccn:e acve(t|:|nu :t(ateuv (un
t|e (|:| cl be|nu (e|ectec at t||: :taue Ot|e(: J|c
c(e:ent lactua| anc u:elu| |nlc(mat|cn :tanc a bette(
c|ance cl be|nu ccn:|ce(ec |ate( cn
Comoor|son
/ ce(:cn J|c |a: an unce(:tanc|nu cl a cateuc(v
anc t|e tvce: cl c(ccuct: c( :e(v|ce: J|t||n |t mav
u:e :ea(c| tc ccmca(e leatu(e: anc c(|c|nu cl va(|cu:
b(anc: w|en t|ev a(e ccn¦cent abcut t|e cec|:|cn
c(|te(|a t|ev ca(e abcut, cecc|e a(e J||||nu tc ente(-
ta|n |nlc(mat|cn l(cm |e:: t|an |mca(t|a| :cu(ce:,
:uc| a: b(anc web :|te: ln a|| :ea(c| acc||cat|cn:,
but ca(t|cu|a(|v cu(|nu ccmca(|:cn :|ccc|nu, cecc|e
a(e |||e|v tc be |nluencec bv b(anc name (eccun|t|cn
- t|e :t(cnue( t|e |mmec|ate lee||nu: evc|ec bv a
b(anc name anc t|e acccmcanv|nu ce:c(|ct|cn, t|e
mc(e |||e|v cecc|e J||| be tc c||c| cn a ||n|
Purc|os|nç
/: t|e cat| tc cu(c|a:e nea(: |t: ce:t|nat|cn, ccn:um-
e(: u:e :ea(c| tc |e|c :c(t cut t|e |cu|:t|c: cl buv|nu
- tc |cent|lv J|e(e t|ev can buv a b(anc anc at J|at
c(|ce w|en leatu(e: anc bene¦t: a(e ccmca(ab|e
ac(c:: a numbe( cl cct|cn:, lactc(: |||e |ccat|cn, c(|ce
anc Ja((antv a(e |||e|v tc cete(m|ne t|e cutccme But
cecc|e a(e |e:: |||e|v tc u:e a :ea(c| enu|ne tc actua||v
ma|e a t(an:act|cn t|an tc (e:ea(c| cne |c:t cu(-
c|a:e: a(e :t||| mace cll|ne Pe:ea(c| ccncuctec at t|e
enc cl 2005 bv ccmScc(e cn be|a|l cl Cccu|e lcunc
t|at amcnu t|e 25 ce(cent cl ccn:ume(: J|c mace a
cu(c|a:e J|t||n t|(ee mcnt|: cl an cn||ne :ea(c|, 63
ce(cent mace t|at cu(c|a:e at a b(|c|:-anc-mc(ta(
(eta||e( l|e cll|ne cu(c|a:e ce(centaue: Je(e even
||u|e( lc( c(ccuct: |||e ccn:ume( e|ect(cn|c:, tcv:, anc
v|cec uame:, J||c| ccu|c be cbta|nec l(cm b|u bcx
(eta||e(: |||e wa|-|a(t, lcv: ' ¨ U: anc C|(cu|t C|tv
/: ce:c(|bec, t|e :ea(c| c(cce:: :cunc: |||e a ve(v
(at|cna| cct|m|.at|cn c(cce::, but leJ cecc|e cu(:ue
t|e|( :ea(c|e: |n an c(ce(|v, c|:c|c||nec la:||cn, u|v|nu
eac| ||n| euua| ccn:|ce(at|cn cn |t: me(|t: ln t||: (e-
:cect, cn||ne :ea(c| |: nc c|lle(ent l(cm c|c-la:||cnec
met|cc: cl (e:ea(c||nu a cu(c|a:e, :uc| a: |cc||nu
Peoo|e ore |ess |||e|j to use o seorc|
enç|ne to octuo||j mo|e o tronsoct|on
t|on to reseorc| one.
0t|er jorms oj oJvert|s|nç. jor removeJ
jrom on on||ne seorc|. con o|oj o cruc|o|
ro|e |n Jeterm|n|nç |ow seorc| resu|ts ore
orocesseJ onJ |nteroreteJ.
P
10
l(cm t|e eventua| cu(c|a:e, clle(: acve(t|:e(: a va|u-
ab|e cccc(tun|tv tc ma|e ccntact J|t| a :|ccce( Sea(c|
maven: mav nct (ea||.e |t, but t||: mav be t|e mc:t
va|uab|e cccc(tun|tv c(e:entec bv :ea(c| Data l(cm
||||Ja(c B(cJn: D&/ :tuc|e: :|cJ t|at :ea(c| actua||v
|a: mc(e |nluence cn c(eat|nu cemanc lc( a b(anc t|an
|t cce: cn act|vat|nu a cu(c|a:e / :u(vev cl US ca(
cu(c|a:e(: (evea|ec t|at t|e |mcact cl :ea(c| cn b(anc
ccn:|ce(at|cn Ja: mc(e t|an t|(ee t|me: u(eate( t|an |t:
|nluence cn t|e act|ve :|ccc|nu c(cce::
Fu(t|e(mc(e, even t|cuu| a ccn:ume( mav be |cc||nu
lc( cb|ect|ve |nlc(mat|cn at t||: cc|nt, ma(|et|nu ccm-
mun|cat|cn can c|av a (c|e |n :|ac|nu |cJ t||: 'cb|ec-
t|ve¨ |nlc(mat|cn |: ce(ce|vec /: la( bac| a: T984,
Jc(| bv 1c|n De|u|tcn at t|e Un|ve(:|tv cl C||cauc
cemcn:t(atec t|e |nte(act|cn betJeen acve(t|:|nu anc
t|e |ucument cl cb|ect|ve |nlc(mat|cn De|u|tcn ccm-
ca(ec t|e Jav tJc u(cuc: cl cecc|e |nte(c(etec cata
l(cm Cc^·a^e/ |e0c//· cn t|e (e||ab|||tv cl T6 c|lle(-
ent ve||c|e: He lcunc t|at cecc|e |n t|e te:t u(cuc,
J|c Je(e excc:ec tc Fc(c: c(|nt acve(t|:|nu camca|un
'Oua||tv l: 1cb T,¨ Je(e mc(e |||e|v tc ccnc|uce t|at
Fc(c Ja: (e||ab|e t|an Je(e t|c:e |n t|e ccnt(c| u(cuc
l|e |ncecencent cata :e(vec tc bc|:te( t|e c(ec|b|||tv
cl t|e c|a|m Sc bv :|ac|nu t|e tvce cl |nlc(mat|cn t|at
|: |ucuec |mcc(tant, b(anc ma(|ete(: can ua|n ccm-
cet|t|ve acvantaue cu(|nu t|e :ea(c| c(cce::
Sea(c| |a: even been :|cJn tc |ave an acve(t|:|nu
ellect |n |t: cJn (|u|t bv bu||c|nu :a||encv lc( a b(anc
|n t|e Ye||cJ Paue: c( ccn:u|t|nu J|t| l(|enc: Scme
cecc|e a(e |accv tc act J|en t|ev ¦nc t|e ¦(:t
accectab|e cct|cn J|||e ct|e(: cut tcuet|e( a :|c(t
||:t cl cc::|b|||t|e:, but (a(e|v J||| :cmecne lc||cJ uc cn
eve(v ava||ab|e |eac
l|e lact |: t|at mc:t cecc|e ba(e|v u|ance at t|e|(
:ea(c| (e:u|t: belc(e :e|ect|nu a ||n| lc( lu(t|e( exc|c-
(at|cn /: Saatc|| :uuue:t:, t|e Jav |n J||c| cecc|e
(e:ccnc tc :ea(c| (e:u|t: |: :ub|ect tc c(eccnce|vec
|cea: anc a::cc|at|cn:, J||c| a(e |nluencec |n tu(n bv
a|| lc(m: cl ma(|et|nu ccmmun|cat|cn, cn||ne c( cll
l|u: ct|e( lc(m: cl acve(t|:|nu, la( (emcvec l(cm an
cn||ne :ea(c|, can c|av a c(uc|a| (c|e |n cete(m|n|nu
|cJ :ea(c| (e:u|t: a(e c(cce::ec anc |nte(c(etec
Narketine lnßuences Dn Search
l||n| abcut t|e cc|nt belc(e a :ea(c| |a: been ccn-
cuctec, belc(e a ccn:ume( |a: even t|cuu|t abcut
ccncuct|nu a :ea(c| Unt|| :cmecne lee|: a neec lc(
a ca(t|cu|a( tvce cl c(ccuct, anv acve(t|:|nu c( neJ:
abcut t|at c(ccuct cateuc(v |: |||e|v tc be (ece|vec
ca::|ve|v But even acve(t|:|nu anc Jc(c cl mcut|
t|at a(e nct |mmec|ate|v (e|evant can :eec |cea: anc
|mc(e::|cn: t|at mav |nluence :ub:euuent |nte(act|cn:
J|t| a cateuc(v, |nc|uc|nu t|e Jav a :ea(c| |: ca((|ec
cut /cve(t|:|nu mav even :ca(| t|e (ea||.at|cn cl neec,
Je clten cb:e(ve a :t(cnu cc((e|at|cn betJeen t|e
t|m|nu cl b(cacca:t acve(t|:|nu anc t|e vc|ume cl
:cec|¦c :ea(c|e: Fc( examc|e, becau:e t|ev (eac|
mc:t ccn:ume(: cn a cav cl |e|:u(e, Suncav :ucc|e-
ment: can c(ccuce :c||e: |n :ea(c| vc|ume, ca(t|cu|a(|v
lc( neJ c(ccuct:, c( c(ccuct: ma||nu a neJ c|a|m l|e
bette(-b(ancec anc mc(e ccmce|||nu t|e |mc(e::|cn, t|e
mc(e |||e|v cecc|e J||| be tc :ea(c| cn t|e :cec|¦c b(anc
name anc c(cceec c|(ect|v l(cm t|e :ea(c| caue tc t|e
b(anc: web :|te
Ccn:ume(: ccnt|nue tc be :u:cect|b|e tc t|e |nlu-
ence: cl ma(|et|nu ccmmun|cat|cn a: t|ev u:e :ea(c|
at va(|cu: :taue: cl :|ccc|nu Fc( examc|e, t|e ea(|v
|nlc(mat|cn-uat|e(|nu :taue, t|cuu| |t mav be c|:tant
Few oeoo|e oursue t|e|r seorc|es |n on
orJer|j. J|sc|o||neJ jos||on.
11
name / 2004 :tucv bv t|e lnte(net /cve(t|:|nu
Bu(eau mea:u(ec t|e |mcact cl :ccn:c(ec ||:t|nu: |n
:|x c|ve(:e |ncu:t(|e: anc lcunc t|at b(anc: t|at cccu-
c|ec t|e ¦(:t cc:|t|cn |n :ea(c| (e:u|t: Je(e 27 ce(cent
mc(e |||e|v tc be namec bv (e:ccncent:
Naximizine the lmpact of Search Narketine
Sc J|at :|cu|c ma(|ete(: cc tc max|m|.e t|e |mcact
cl t|e|( :ea(c| ma(|et|nu` He(e a(e t|(ee :uuue:t|cn:
4vo|J t|e |orJ se||
l|e act|ve enuauement cl ccn:ume(: J|t| t|e :ea(c|
c(cce:: |: bct| a b|e::|nu anc a cu(:e Kev Jc(c: a||cJ
ma(|ete(: tc accu(ate|v ta(uet me::au|nu tc cecc|e,
but Jce bet|ce t|e b(anc t|at c(cv|ce: |((e|evant |nlc(-
mat|cn c( an unt|me|v :a|e: c|tc| w|||e t|e|( |ucument
mav be :ub|ect tc c(eccncect|cn:, cecc|e |||e tc t||n|
t|ev a(e (at|cna| anc |ncecencent, anc J||| (e|ect
cbv|cu: attemct: tc |nluence t|e|( cec|:|cn:.
C|oose t|e r|ç|t too| jor t|e |o0
Pa(t|cu|a(|v lc( ccn:|ce(ec cu(c|a:e:, J|et|e( B2C c(
B2B, :ea(c| |: an |mcc(tant acc|t|cn tc t|e ma(|ete(:
tcc|bcx But c|lle(ent tcc|: a(e neecec lc( c|lle(ent |cb:
we cannct a::ume t|at a :ea(c| :t(ateuv t|at bunc|e: tc-
uet|e( a|| cc::|b|e |evJc(c: tc c|(ect anv anc a|| :ea(c|-
e(: tc vcu( web :|te J||| be ellect|ve Bv unce(:tanc|nu
|cJ cecc|e u:e :ea(c| |n vcu( cateuc(v - lc( examc|e,
J|at tvce: cl :ea(c| te(m: t|ev u:e |n t|e exc|c(atc(v
c|a:e ve(:u: t|e ccmca(|:cn c|a:e - vcu can ta||c( vcu(
acc(cac| tc c(cv|ce t|e mc:t (e|evant anc acc(cc(|ate
||n|: lc( eac| tvce cl :ea(c|
/nteçrote seorc| |nto jour mor|et|nç oroçrom
Dc nct t||n| cl :ea(c| enu|ne ma(|et|nu a: a :eca(ate
c|:c|c||ne l(cm ct|e( lc(m: cl acve(t|:|nu anc PP
Pat|e(, t||n| abcut u:|nu t|c:e t(ac|t|cna| c|anne|: tc
l(ame t|e ccntext |n J||c| cecc|e J||| ccncuct t|e|(
:ea(c| Fc( examc|e, c(cv|ce |cu(na||:t: anc exce(t: J|t|
|nlc(mat|cn cn t|e neec: vcu( b(anc can :at|:lv, anv
cc:|t|ve cub||c|tv uene(atec J||| be ca(t|cu|a(|v |mcc(-
tant tc ccn:ume(: cu(|nu t|e |n|t|a| :ea(c| :taue: U:e
b(cacca:t acve(t|:|nu tc e:tab||:| t|e b(anc ce(cect|cn:
vcu Jant ccn:ume(: tc |ave |n m|nc J|en t|ev a(e
ccn:|ce(|nu a cu(c|a:e |n vcu( cateuc(v, anc t||n| abcut
Jav: tc t(|uue( t|c:e memc(|e: anc ce(cect|cn: cu(|nu
t|e :ea(c| c(cce:: Ccncuct c(ete:t|nu tc unce(:tanc
J||c| Jc(c: cecc|e a(e |||e|v tc :ea(c| cn cnce t|ev
|ave :een vcu( cll|ne acve(t|:|nu anc buv |evJc(c:
accc(c|nu|v |n c(ce( tc max|m|.e t|e cve(a|| ellect|ve-
ne:: cl vcu( camca|un
Conc|usion
ln ea(||e( lnte(net cav:, :ea(c| Ja: ma|n|v u:ec tc c(|ve
t(al¦c tc ac-:uccc(tec cc(ta|: anc web :|te: S|nce
t|en, t|e (c|e cl :ea(c| |a: excancec anc t|e mea:u(e:
cl :ucce:: |ave beccme mc(e :cc||:t|catec Yet :ea(c|
ccnt|nue: tc be t(eatec a: a c|(ect-(e:ccn:e mec|um
ll ma(|ete(: a(e tc (ea||.e t|e lu|| va|ue cl :ea(c|,
t|ev ncJ neec tc emb(ace |t |n a mc(e |c||:t|c Jav
anc (eccun|.e t|at |t: cbv|cu: me(|t: a(e nct c|vc(cec
l(cm t|e (e:t cl t|e ma(|et|nu c(cu(am
To read more about search marketine, visit
www.mb-b|oe.com.
Search Eneine Narketine
US ma(|ete(: :cent 194 b||||cn cn :ea(c| enu|ne
ma(|et|nu |n 2006, accc(c|nu tc t|e Sea(c| |nu|ne
|a(|et|nu P(cle::|cna| O(uan|.at|cn |S||PO) |c(e t|an
80 ce(cent cl t|c:e lunc: Je(e |nve:tec |n ca|c :ea(c|
||:t|nu: /|:c |ncJn a: :ccn:c(ec ||n|:, t|e:e ac: accea(
e|t|e( abcve c( tc t|e (|u|t cl t|e :ea(c| (e:u|t:, |n an
c(ce( cete(m|nec bv t|e (e:u|t: cl |evJc(c auct|cn: (un
bv :ea(c| :|te: :uc| a: Ya|cc! anc Cccu|e
l|e (ema|n|nu |nve:tment Jent tcJa(c unca|c :ea(c|
(e:u|t: |n t|e lc(m cl :ea(c| enu|ne cct|m|.at|cn |S|O)
U:|nu S|O, ma(|ete(: :ee| tc |mc(cve t|e c|acement
cl a :|te: ||n|: |n t|e 'c(uan|c¨ c( 'natu(a|¨ :ea(c|
(e:u|t: bv enu|nee(|nu :|te: |n :uc| a Jav t|at t|ev
a(e (eac||v v|:|b|e tc :ea(c| enu|ne |ncex|nu c(cu(am:
/|:c, becau:e c||c|-(ate: lactc( |ntc :ea(c| a|uc(|t|m:,
anct|e( lacet cl S|O cea|: J|t| max|m|.|nu t|e accea|
cl a :|te: ccntent
12
N l L L W A P 0 ß P D W N ' S P D V
S e p t e m b e r 2 0 0 7
What Nakes
an lconic
ßrand?
B(anc: a(e an
accectec ca(t cl cu(
ca||v ||ve: But :cme
b(anc: :eem tc t(an-
:cenc t|e|( c(ccuct
c( :e(v|ce cateuc(|e:
tc beccme ca(t cl t|e
cccu|a( cu|tu(e
w|at c|:t|nuu|:|e:
t|e:e |ccn|c b(anc:
l(cm t|e (e:t cl t|e
cac|, anc J|at can
ma(|ete(: |ea(n l(cm
t|em`
ln tccav: Jc(|c, b(anc: a(e eve(vJ|e(e, a lam|||a( ca(t cl ca||v ||le lc( mc:t
cecc|e But a leJ b(anc:, :uc| a: Ccca-Cc|a, N||e, anc |cDcna|c:, |ave
:et t|em:e|ve: aca(t l|e:e b(anc: |ave ccme tc (ec(e:ent :cmet||nu
mc(e t|an a c(ccuct c( :e(v|ce l|ev a(e embeccec |n cu( cu|tu(e anc cu(
ccn:c|cu:ne:: l|ev a(e |ccn:
lccn|c b(anc: |n:c|(e an encu(|nu lc(m cl allect|cn t|at anv ma(|ete( Jcu|c
Jant lc( ||: b(anc But |ccn|c :tatu:, J||c| |a: t(ac|t|cna||v been bu||t cve(
cecace:, |: en|cvec bv (e|at|ve|v leJ b(anc: w|at can Je |ea(n l(cm t|e:e
b(anc |ccn: t|at m|u|t be u:elu| tc a|| b(anc ma(|ete(: tccav`
lcons. You Know Them When You See Them

lccn|c b(anc: a(e |n:tant|v (eccun|.ab|e t|e :|ace cl a vw Beet|e |:
un|uue, Leuc b(|c|: a(e lam|||a( l(cm c|||c|ccc, anc t|e |cDcna|c: a(c|e:
a(e (eac||v |cent|¦ab|e |n anv |anc:cace / b(anc J|t| :uc| ccJe(lu| v|:ua|
cue: |a: an |nt(|n:|c acvantaue cve( ct|e(:, nct |ea:t becau:e |t en:u(e:
t|at ma(|et|nu ccmmun|cat|cn |: ||n|ec tc t|e (|u|t b(anc w|en |a(ue (ec-
||ca c|nt: cl |ce-cc|c Cu|nne:: Je(e accec tc :|e|l c|:c|av: |n t|e UK, t|e
lam|||a( |maue cl ca(| bee( J|t| a J||te, c(eamv |eac (em|ncec cecc|e cl
t|e b(anc anc |e|cec tc |nc(ea:e :a|e: bv 27 ce(cent
U:|nu t|e wPP B(anc/ cataba:e, Je ccmca(ec t|e c(cce(t|e: cl |ccn|c
b(anc: J|t| t|c:e cl ct|e( b(anc: t|at a(e me(e|v |a(ue anc cccu|a( Ou(
ana|v:|: lcunc t|at b(anc: ccn:|ce(ec |ccn|c en|cvec la( ||u|e( tcc-cl-m|nc
aJa(ene:: 58 ce(cent ve(:u: 36 ce(cent l||: :uuue:t: t|at |ccn|c b(anc:
a(e :t(cnu|v a::cc|atec J|t| t|e|( :cec|¦c cateuc(|e: lc bc((cJ a c|(a:e
l(cm ccun|t|ve neu(c:c|ence, |t :eem: |ccn|c b(anc: a(e ':uce(-lam|||a(¨
/ b(anc t|at |: :uce(-lam|||a( J||| beat cut ct|e( b(anc: lc( acce:: tc t|e
b(a|n: menta| Jc(|:cace, t|u: |t |: mc(e |||e|v tc be ccn:|ce(ec lc( cu(-
c|a:e

C(|t|ca||v, |cJeve(, (ecent ¦nc|nu: |n neu(c:c|ence :uuue:t t|at t|e
:t(cnue:t menta| (ec(e:entat|cn: cl b(anc: a(e t|c:e t|at a(e Je|| ba|ancec
ac(c:: c|v:|ca| cue:, lunct|cna| bene¦t: anc emct|cn: evc|ec
Pooted in Cu|ture

ln ||: bcc| |cu 3/.^J· 3e.c^e /.c^·, Oxlc(c Un|ve(:|tv P(cle::c( Dcuu|a:
Hc|t c(ccc:e: t|e:e t|(ee c(|nc|c|e:
T lccn|c b(anc: acc(e:: acute ccnt(ac|ct|cn: |n :cc|etv Bv
tacc|nu |ntc a cc||ect|ve ce:|(e c( anx|etv, |ccn|c b(anc:
ceve|cc a :tatu: t|at t(an:cenc: lunct|cna| bene¦t: l|ev
c|a||enue cecc|e, e|t|e( c|(ect|v c( :ubt|v, tc (eccn:|ce(
Nigel Hollis
Chief Global Analyst
Millward Brown
nigel.hollis@us.millwardbrown.com
www.millwardbrown.com
www.mb-blog.com
13
accectec t||n||nu anc be|av|c( l|e lamcu:
Ccca-Cc|a ac l(cm T97T, /J |·e /c !e..' /'e
wc/|J /c S^o, vc|cec a ce:|(e tc cve(ccme t|e
ceec c|v|:|cn: |n /me(|can :cc|etv c(eatec bv
t|e v|etnam wa(
2 lccn|c b(anc: ceve|cc |cent|tv mvt|: t|at acc(e::
t|e:e ce:|(e: anc anx|et|e: Bv c(eat|nu |mau|na(v
Jc(|c:, t|ev clle( e:cace l(cm eve(vcav (ea||tv
l|e |a(|bc(c man (ec(e:ent: t|e va|ue: cl t|e
we:te(n l(cnt|e( :t(cnu, |ncecencent anc
cacab|e
3 Ove( t|me, t|e b(anc ccme: tc embccv t|e mvt|
lt beccme: a :|c(t|anc :vmbc| t|at (ec(e:ent:
la( mc(e t|an |u:t a b(anc cl :clt c(|n|, c|ua(ette,
c( ca( w|||e t|e(e a(e ncJ manv excen:|ve
Jatc|e: tc c|cc:e l(cm, Pc|ex :t||| :vmbc||.e:
:ucce:: anc :tatu: a(cunc t|e Jc(|c
Nakine the Nost of Your Drieins
w|en Je |cc|ec ac(c:: a numbe( cl |ccn|c b(anc:,
Je lcunc t|at t|ev a|| |ac ceec cu|tu(a| (cct: /
:t(cnu a::cc|at|cn J|t| a ca(t|cu|a( t|me c( ccunt(v
can c(cv|ce a cc:|t|ve |a|c tc anv b(anc, c(cv|cec
t|at |t: c(cvenance |: unce(:tccc anc acc(ec|atec
bv t|e J|ce( auc|ence ln t|e UK, Fc:te(: bc((cJec
t|e va|ue: cl /u:t(a||a tc u|ve t|at b(anc |t: ce(:cna|-
|tv, ||n||nu |ntc t|e :ucce:: cl t|e 'C(cccc||e Duncee¨
mcv|e: bv emc|cv|nu Pau| Hcuan a: :cc|e:ce(:cn
/: a (e:u|t, Fc:te(: |: ncJ |next(|cab|v ||n|ec tc
/u:t(a||an |umc( |n t|e m|nc: cl manv B(|t: |even
t|cuu| t|e b(anc |anuu|:|e: DcJn Unce()
Cu|tu(a| (cct: can c(cv|ce |ccn|c b(anc: J|t| (e:||-
|ence, a||cJ|nu t|em tc (ema|n att(act|ve cecace:
alte( t|ev Je(e J|t|c(aJn l(cm t|e ma(|et l|e ||n|
cl t|e T960: became |ccn|c t|(cuu| |t: |nuen|cu:
ce:|un, |t: a::cc|at|cn J|t| lcJe( ccJe( anc |t: :ta(-
(|nu (c|e |n ¦|m:, nctab|v t|e c(|u|na| !'e //.|.^ 1c0
l|cuu| B|w: (e|nte(c(etat|cn cl t|e ||n| |: a la( c(v
l(cm |t: t|nv c(ecece::c(, t|e Ce(man ca( ma|e( |a:
taccec t|e ||n| |e(|taue |n bct| ce:|un anc ma(|et|nu
lt c(c|ect: t|e b(anc: lun-|cv|nu B(|t|:| |maue t|(cuu|
cc|c( ccmb|nat|cn:, :tv||nu ceta||: anc :ma(t, tcnuue-
|n-c|ee| acve(t|:|nu
ßoxed in by Cu|ture
ll |ccn|c b(anc: ccme |ntc be|nu bv tacc|nu |ntc cu|tu(a|
ten:|cn:, |t :eem: |||e|v t|at :cme |ccn|c b(anc: J||| be
||m|tec tc a ca(t|cu|a( cu|tu(e, ccunt(v c( e(a
Fc( examc|e, t|e vw Ccmb| van :cea|: cl ||cc|e:,
:u(le(: anc an |t|ne(ant ||le:tv|e Benettcn, cnce (eac||v
|cent|¦ec bv |t: cc|c( ca|ette anc c|a||enu|nu acve(t|:-
|nu :tv|e, ncJ (em|nc: u: cl t|e anu:t cl a c(ev|cu:
cecace Ot|e( b(anc: mav be :ucce::lu| at c(c::|nu
ccunt(v ||ne: anc t|me ce(|cc:, but J||| be (e|evant cn|v
tc a ca(t|cu|a( :ubu(cuc cl t|e cccu|at|cn
Fccc anc c(|n| b(anc: :eem tc be ||m|tec bv |cca|
cu|tu(e mc(e t|an ct|e( c(ccuct cateuc(|e: Fc( exam-
c|e, J|||e B(|t: anc /u::|e: J||| a(uue ve|ement|v cve(
t|e (e|at|ve me(|t: cl |a(m|te anc veuem|te, tc mc:t
ct|e( cu|tu(e: t|e tJc b(anc: a(e |nc|:t|nuu|:|ab|e
lc(m: cl b(cJn uun| l|e :clt c(|n| b(anc l(n-B(u |a:
a lanat|ca| lc||cJ|nu |n Scct|anc but ve(v ||m|tec accea|
e|:eJ|e(e
4 0ronJ w|t| oowerju| v|suo| cues |os on
|ntr|ns|c oJvontoçe over ot|er 0ronJs.
Cu|turo| roots con orov|Je |con|c 0ronJs
w|t| res|||ence.
14
:|a(|nu |acc|ne:: anc |cv HcJeve(, \Jeco.^e :ta(t:
cn a menac|nu ncte l|e c(ctaucn|:t accea(: tc be a
uanu:te( |n a tcuu| ca(t cl tcJn, unt|| |e cav: lc( ||:
Cc|e anc :ta(t: ccmm|tt|nu (anccm act: cl ||ncne::
Can lcons Take Poot Today?
B(anc: |||e Cc|e tcc| cecace: tc ac||eve t|e|( cu((ent
:tatu: l|e|( lame u(eJ anc :c(eac a: ccn:ume( ma(|et:
anc mcce(n ccmmun|cat|cn c|anne|: ceve|ccec w|at
cce: t||: mean lc( ccntemcc(a(v b(anc:` Dce: t|e
cace cl c|anue |n mcce(n ||le |amce( c( ||nce( b(anc:
|cc|nu tc ac||eve |ccn|c :tatu:`
we can cc|nt tc a numbe( cl (e|at|ve|v neJ b(anc: ||e::
t|an tJc uene(at|cn: c|c) t|at |ave ac||evec t||: uca|
lnc|ucec |n t||: e||te u(cuc cl b(anc: a(e N||e, Sta(-
buc|:, /b:c|ut, anc t|e mc:t (ecent b(anc c|encmencn,
/cc|e: |Pcc
I|e |PoJ o|enomenon
ln 2005, |n an |nte(v|eJ J|t| t|e Ce(man ca||v neJ:-
cace( |/.^·/a//e/ /||oe^e^e /e/a^o, ||c(c:clt c|a|(-
man B||| Cate: :a|c, 'l ccnt t||n| t|e :ucce:: cl t|e
|Pcc can ccnt|nue |n t|e |cnu te(m, |cJeve( uccc /cc|e
mav be¨ w|||e |t |: t(ue t|at tec|nc|cuv :e|ccm clle(:
a :u:ta|nab|e acvantaue, Cate: :eemec tc cve(|cc| t|e
t(emenccu: al¦n|tv t|at cJne(: |ave lc( t|e|( |Pcc:
ln an aue J|en ||u|-tec| uacuet: ccme J|t| a c|..v|nu
a((av cl buttcn: anc leatu(e:, t|e |Pcc clle(: :|mc||c-
|tv cl ce:|un, cl u:e, anc cl cac|au|nu l|e acve(t|:|nu
B(anc: t|at t|(|ve cn an ant|-e:tab||:|ment :ent|ment,
|||e C(eenceace, v|(u|n /|(||ne:, c( Ha(|ev-Dav|c:cn,
a(e ||m|tec bv t|e|( ve(v natu(e, :|nce cn|v a m|nc(-
|tv cl cecc|e buv |ntc t|e|( 't(|ba|¨ va|ue: l|e ma|c(|tv
cl cecc|e cc nct-but t|ev cc (eccun|.e exact|v J|at
t|e:e b(anc: :tanc lc(, even |l |t |: nct (e|evant tc t|e|(
va|ue: c( ce:|(e:
Transcendine Cu|tura| Drieins
lccn|c b(anc: mav be bc(n |n a :cec|¦c c|ace anc t|me,
but :cme manaue tc t(an:cenc cu|tu(a| bcunca(-
|e: B(anc: |||e Ccca-Cc|a, Leuc, anc |e(cece: |ave
been ab|e tc cc t||: nct cn|v becau:e t|ev |ave b(cac
accea|, but becau:e t|ev |ave taccec |ntc un|ve(:a|
neec: anc va|ue: Cc|e clle(: |acc|ne:: tc t|e ma::e:,
Leuc lac|||tate: |mau|nat|ve c|av lc( c|||c(en cl va(v|nu
aue:, anc |e(cece: :at|:¦e: a vea(n|nu lc( :tatu:
L||e Lev|: anc |a(|bc(c, Ccca-Cc|a |a: |eve(auec |t:
mvt||c /me(|can :tatu: tc uccc ellect |n ct|e( ccun-
t(|e:, anc |a: :ucceecec |n b(|cu|nu cne cl t|e b|uue:t
cu|tu(a| c|v|ce: |n t|e Jc(|c, t|e cne betJeen Nc(t|
/me(|ca anc /:|a ln manv /:|an ma(|et:, b(anc: a(e
u:ec tc launt Jea|t| anc :tatu: Becau:e t|ev a(e :c
(eccun|.ab|e, |ccn|c b(anc: can |eve(aue t||: tc t|e|(
acvantaue HcJeve(, t|ev mu:t be J||||nu tc acact
tc t|e |cca| cu|tu(e Fc( examc|e, |n C||na, Cc|e :t|||
ccme: |n |t: lam|||a( (ec can, a cc|c( J||c| |: (eua(cec
a: c(cc|t|cu: |n C||na, but t|e lam|||a( Cc|e |cuc Ja:
(ec|acec |cnu auc J|t| C||ne:e c|a(acte(:, J||c|
|cc:e|v t(an:|ate tc 'ma|e mcut| |accv¨
/n |ccn|c b(anc mu:t acact tc mc(e t|an |u:t c|lle(-
ent (eu|cna| cu|tu(e: lt mu:t a|:c evc|ve cve( t|me tc
ma|nta|n a :c|(|t t|at |: l(e:| anc ccntemcc(a(v Cc|e
J||| a|Jav: |ave a (|c| |e(|taue tc c(aJ cn, but Cc|e:
b|uue:t c|a||enue cl |ate |a: been c(c|ect|nu |t: cc(e
va|ue: cl |acc|ne:: anc tcuet|e(ne:: |n a Jav t|at
(e:cnate: J|t| cvn|ca| mcce(n ccn:ume(: l|e cam-
ca|un !'e Cc·e SJe c/ |/e :ucceec: at (e|nte(c(et|nu
t|e:e va|ue: |n a ccntemcc(a(v Jav L||e t|e |||/c0
ac cl t|e T960:, t|e \Jeco.^e ccmme(c|a| |: abcut
4n |con|c 0ronJ must oJoot to more t|on
|ust J|jjerent reç|ono| cu|tures.
15
exc|c|t: t|e:e c(cce(t|e: bv u:|nu :ta(| :|||cuette:
cec|ct|nu cecc|e en|cv|nu t|e mu:|c c(cv|cec bv t|e|(
:|ee| J||te |Pcc: lc :cmecne J|c cJn: cne, an |Pcc
|: mc(e t|an a cc(tab|e mu:|c c|ave( lt |: a :anctua(v
l(cm a nc|:v anc |nt(u:|ve Jc(|c
6ooç|e: o 0ronJ jor our t|me
ln a c|utte(ec lnte(net Jc(|c cl |cuc:, banne(: anc leec:,
t|at :|mc|e J||te caue J|t| t|e cc|c(lu| |cuc ccu|c cn|v
be Cccu|e But can Cccu|e, a v|(tua| b(anc t|at cant be
cu(c|a:ec, |e|c, c( Jc(n, be ccn:|ce(ec |ccn|c`
lc an:Je( t|at uue:t|cn, Je |cc| bac| tc t|e c(|nc|c|e:
|a|c cut bv Dcuu|a: Hc|t Dce: Cccu|e, a b(anc J||c|
|: a|(eacv u|cba|, acc(e:: :cme un|ve(:a| neec, va|ue,
anx|etv c( ce:|(e` we Jcu|c :uuue:t t|at Cccu|e cce:
acc(e:: a ccntemcc(a(v c(cb|em, a ten:|cn un|uue tc
cu( t|me, anc t|e(elc(e |t cce: |ave t|e cctent|a| tc be
an |ccn|c b(anc
/t a t|me J|en cecc|e lee| cve(J|e|mec bv |nlc(ma-
t|cn anc c|c|ce, Cccu|e clle(: emccJe(ment, c(cm|:-
|nu 'tc c(uan|.e t|e Jc(|c: |nlc(mat|cn anc ma|e |t
un|ve(:a||v acce::|b|e anc u:elu|¨ ln t|e Un|tec State:,
t|e b(anc: u(cJt| Ja: lue|ec |n|t|a||v bv Jc(c cl mcut|
Pecc|e Je(e eaue( tc te|| l(|enc: anc lam||v abcut a
neJ :ea(c| enu|ne t|at ce(lc(mec bette( t|an ct|e(:
Ya|cc!, Lvcc: anc HctBct :t(uuu|ec tc acact tc t|e
c|anu|nu :tanca(c t|at Cccu|e (ec(e:entec
w|at: mc(e, t|e :tc(v cl |cJ La((v Paue anc Se(uev
B(|n lcuncec t|e ccmcanv |: a t(ue ua(aue-tc-(|c|e:
:tc(v lccav t|e ccmcanv: |nncvat|ve, eua||ta(|an, anc
c|avlu| |maue |: |n tune J|t| t|e t|me: but at ccc: J|t|
t|at cl manv ma|c( cc(cc(at|cn:, J||c|, becau:e cl t|e
:cate cl :canca|: |n (ecent vea(:, a(e (eua(cec J|t| c|:-
t(u:t bv mc:t cecc|e Sc Cccu|e cce: :eem tc be Je||
cn |t: Jav tc ac||ev|nu |ccn|c :tatu:
Lookine to the Future
lccn|c b(anc: cc::e:: t|(ee |mcc(tant leatu(e: t|at
:eca(ate t|em l(cm ct|e( b|u, Je||-|ncJn b(anc:
T l|ev |ave :t(cnu cu|tu(a| (cct: t|at tac |ntc
:cc|etv: va|ue:, :cmet|me: even |n:c|(|nu a :||lt
|n t|c:e va|ue:
2 l|ev cc::e:: c|v:|ca| c( :vmbc||c leatu(e: t|at
ma|e t|em |n:tant|v (eccun|.ab|e
3 l|ev |ave a ccmce|||nu :tc(v anc manaue tc
(ema|n t(ue tc t|e|( c(|u|na| va|ue: J|||e (e|nte(-
c(et|nu t|em |n ||u|t cl ccntemcc(a(v cu|tu(e
lt |: c(ec|:e|v becau:e cl t|e:e leatu(e: t|at |ccn|c
b(anc: a(e |||e|v tc beccme even mc(e ccJe(lu| |n t|e
vea(: a|eac /: t|e cace cl c|anue acce|e(ate: anc t|e
numbe( cl c|c|ce: clle(ec tc ccn:ume(: mu|t|c||e:, t|e
cccc(tun|tv lc( b(anc: tc ac||eve |ccn|c :tatu: |: |||e|v tc
|nc(ea:e, even t|cuu| cccc(tun|t|e: mav be ||m|tec tc
cne cl a J|ce a((av cl n|c|e: ln a ccmc|ex Jc(|c, |ccn|c
b(anc: J||| clle( a Je|ccme :|c(tcut tc cec|:|cn ma||nu
w|||e mc:t b(anc: cannct |cce tc atta|n |ccn|c :tatu:,
t|ev can :t||| |eve(aue t|e bene¦t: cl :t(cnu, c|ea( cc:|-
t|cn|nu tc t|e|( acvantaue, :c ma(|ete(: |ave nct||nu tc
|c:e l(cm t||n||nu b|u Bv |eec|nu t(ac| cl :||lt|nu cu|-
tu(a| auenca: anc unce(:tanc|nu |cJ t|e|( b(anc: m|u|t
be cc:|t|cnec tc acc(e:: t|e ten:|cn: cb:e(vec, a |uc|v
leJ mav enab|e t|e|( b(anc: tc t(an:cenc t|e|( c(ccuct
c( :e(v|ce cateuc(|e: anc beccme an |nteu(a| ca(t cl t|e
cccu|a( cu|tu(e
To read more about iconic brands, visit
www.mb-b|oe.com.
4t o t|me w|en oeoo|e jee| overw|e|meJ 0j
|njormot|on onJ c|o|ce. 6ooç|e ojjers
emoowerment.
/n o como|ex wor|J. |con|c 0ronJs w||| ojjer o
we|come s|ortcut to Jec|s|on mo||nç.
`"Coenitive Neuroscience, Narketine and Pesearch. Separatine fact from fction," 6raham Paee and Jane E. Paymond, ESDNAP Coneress 2006
16
N l L L W A P 0 ß P D W N ' S P D V
D c t o b e r 2 0 0 7
Dut-Df-Home
ßut Not
Dut-Df-P|ace
|a(|ete(: a(e (etu(n|nu
tc t|e u(eat cutccc(:
F(u:t(atec bv t|e
cec||n|nu ab|||tv cl
te|ev|:|cn tc ce||ve(
ma:: (eac| t|at |:
cc:t-ellect|ve, acve(t|:-
e(: a(e cutt|nu (eneJec
emc|a:|: cn (eac||nu
cecc|e J|en t|ev(e
aJav l(cm |cme
Out-cl-|cme mec|a
ccmcan|e: a(e enccu(-
au|nu t||: t(enc, clle(|nu
neJ ac lc(mat: J|||e
tcut|nu cut-cl-|cme
a: t|e 'unavc|cab|e¨
mec|um But |: t|e
247 ccve(aue clle(ec
bv cut-cl-|cme (ea||v
t|e :|mc|e an:Je(
tc (eac||nu
ccn:um-
e(: cn t|e
mcve`
Outccc( acve(t|:|nu |: uett|nu a u(eat cea| cl attent|cn l(cm ma(|ete(: t|e:e
cav: w|||e acccunt|nu lc( cn|v a :ma|| c(ccc(t|cn cl cve(a|| ac :cenc|nu,
cutccc( acve(t|:|nu, a|:c |ncJn a: 'cut-cl-|cme,¨ |: ua|n|nu :|a(e (ac|c|v
|n bct| e:tab||:|ec anc ceve|cc|nu eccncm|e: On|v cn||ne acve(t|:|nu |:
u(cJ|nu la:te(
/cve(t|:e(: |ave uccc (ea:cn lc( (ev|:|t|nu cut-cl-|cme ccmmun|cat|cn
l|e ccmb|nec ellect: cl a numbe( cl t(enc: |ave mace ccn:ume(: mc(e
mcb||e U(ban|.at|cn |: |nc(ea:|nu a(cunc t|e u|cbe, anc ccmmute: betJeen
|cme anc Jc(|c|ace a(e |cnue( t|an eve(, |n te(m: cl bct| t|me anc c|:tance
w|t| lv auc|ence: ncJ l(aumentec ac(c:: cc.en: cl c|anne|:, te|ev|:|cn |:
nct t|e c(eem|nent (eac| ve||c|e |t cnce Ja: l|e(elc(e, ma(|ete(: J|c neec
tc (eac| |a(ue numbe(: cl cecc|e el¦c|ent|v a(e (eccn:|ce(|nu cut-cl-|cme
cccc(tun|t|e:
|mbc|cenec bv t|e:e ceve|ccment:, cut-cl-|cme mec|a ccmcan|e: t(umcet
t|e va|ue cl cmn|c(e:ent cut-cl-|cme acve(t|:|nu Pau| |eve(, t|e c(e:|cent
cl C|ea( C|anne| Outccc(, c(cc|a|m:, 'we a(e t|e cne unavc|cab|e mec|um
l|e(e |: nc mute buttcn, nc cll :J|tc| Ycu cant c|anue t|e c|anne| we(e
t|e(e¨ Stec|en F(e|ta:, t|e C|O cl t|e Outccc( /cve(t|:|nu /::cc|at|cn cl
/me(|ca, ce:c(|be: cut-cl-|cme t||: Jav 'lt: a mec|um t|at |:nt ccnt(c||ec
bv ccn:ume(: Ycu cant .ac |t c( l|vc |t¨
C|ea(|v, t||: |: a me::aue t|at acve(t|:e(: a(e |accv tc |ea( But |n emc|a-
:|.|nu t|e ce(va:|ve, 'a|Jav:-cn¨ a:cect cl cutccc( acve(t|:|nu, t|e vencc(:
mav be cc|nu t|e|( cu:tcme(: a c|::e(v|ce l: cutccc( t(u|v an 'unavc|cab|e¨
mec|um` l: |t encuu| tc :|mc|v b(cacca:t vcu( me::aue 247` O( |: t|e(e
anct|e( c(|t|ca| |::ue t|at a :ucce::lu| cut-cl-|cme :t(ateuv mu:t acc(e::`

lt's A|ways Dn. So What?
w|||e |t: t(ue t|at t|e(e: nc 'cll¨ :J|tc| lc( cutccc( acve(t|:|nu, t|at lact
|: :|mc|v a bv-c(ccuct cl a mc(e luncamenta| t(ut| t|at t|e(e |: nc ccntent
a::cc|atec J|t| cutccc( acve(t|:|nu Outccc( acve(t|:|nu |a: nc c(cu(am tc
|nte((uct, nc :tc(v tc acccmcanv Ycu cant tu(n |t cll, c( tu(n t|e caue,
becau:e nc c(cu(amm|nu c( ec|tc(|a| ccntent |ec vcu tc |t |n t|e ¦(:t c|ace
L||eJ|:e, t|e nct|cn t|at t|e mec|um |: nct ccnt(c||ec bv ccn:ume(: |: :cme-
J|at m|:|eac|nu Ccn:ume(: cant ccnt(c| t|e mec|um, but t|ev can anc cc
ccnt(c| :cmet||nu muc| mc(e |mcc(tant-t|e|( attent|cn Ye:, vcu can
cut ac: cut t|e(e, anc cecc|e: eve: J||| la|| cn t|em But t|at: |||e
|eac|nu a |c(:e tc Jate( l|e |c(:e cec|ce: |l |e c(|n|:
l|e lact |: t|at cecc|e cn|v enuaue J|t| cut-cl-|cme acve(t|:|nu
J|en anc |l t|ev lee| |||e |t l|e(elc(e, |l vcu Jant t|em tc cav
attent|cn tc vcu( cut-cl-|cme ac, vcu mu:t mct|vate t|em tc cc :c
Dede Fitch
Global Analyst
Millward Brown
dede.htch@us.millwardbrown.com
www.millwardbrown.com
17
Ycu mu:t clle( t|em :cmet||nu |n exc|anue lc( t|e|(
attent|cn lt mav be a :|mc|e anc :eem|nu|v t(|v|a| u|lt,
|||e t|e cc|c( a cc:te( acc: tc a c(ab bu: :|e|te(, c(
t|e amu:ement a c|eve( b|||bca(c c(cv|ce: tc :cme-
cne Ja|t|nu tc c(c:: t|e :t(eet But an ac t|at clle(:
nct||nu |: |||e|v tc uet nct||nu |n (etu(n, :ave lc( a
leet|nu u|ance c( a b|an| :ta(e
What Are You 6ivine Your Audience?
C|||c(en a(e tauu|t tc J(|te c(cce( 't|an| vcu¨ |ette(:
lc( u|lt: t|ev (ece|ve, J|et|e( t|ev (ea||v |||e t|em
c( nct lmau|ne t|e ncte: ccn:ume(: m|u|t J(|te
|n (e:ccn:e tc :cme cl t|e 'u|lt:¨ t|evve (ecent|v
(ece|vec l(cm cut-cl-|cme acve(t|:e(:
!'.^·· /c/ /'e .J· c^ /'e 0..· c/ /'e ./0|.^e ·e./·
.^J c^ /'e //./ /.0|e· /cc /|| /'./ .c|c/ .^J /e·/
|e.0^o ca/ ./ ^e ^.Je ^/ e.c^c^/ .|.·· ·e./
·ee^ /'./ ^a.' .c·e/ /^J 0c/ JJ / '..e 0|e^//
c/ /^e /c e^c/ / ue ue/e ·/a.· c^ /'e /./^..
/c/ ·· 'ca/·' !'e/ ^e.e/ 0a/ .^/ /ccJ c/ J/^· c^
^/ //./ 0a/ ./ |e.·/ / '.J /ca/ .J /cu u'e^e.e/
/ ·ee /ca/ 0/.^J /|| /e^e^0e/ /'e /^e / /cc· ^e
12 'ca/· /c oe/ //c^ C'..oc /c /eu )c/·
wcu' !'./ ·'ca/^o o.· 0a^0 · .ue·c^e' )ca
·^cu / ..^ oe/ ue./'e/ .^J //.//. /e0c//· |.^J .J·
/cc/ c^ /'e /.Jc ^ /'e ./-.c^J/c^eJ .c^/c// c/
^/ ../ 0a/ O.· |a^0 !\ .JJ· ·e^·c//
e|e^e^/· /'e ·ca^J c/ //.//. /'e ·^e|| c/
/ae| /'./ ^.·e ^e .00/e../e ^/ .ae/ |e./'e/
^/e/c/ /'./ ^a.' ^c/e !'.^··'
/^ u//^o .0ca/ /'c·e .J· /ca o..e ^e ./ /'e
.'e.·ca/ .ca^/e/ /'e c^e· c^ /'c·e 0|.·/.
J.Je/· ue ·'c00e/· a·e /c ·e0././e ca/ c/Je/·
c^ /'e 0e|/ / ·'ca|J '..e /'.^·eJ /ca |c^o .oc
0a/ /ca ·^cu / a·/ ^e.e/ ^c/.eJ /'c·e |//|e
^e··.oe· 0e/c/e' /^ ·c/// / ^··eJ /'e^ //
·a/e u.· ^.e c/ /ca /c /'^· c/ ^e
/n emo|os|z|nç t|e oervos|ve.
"o|wojs-on" osoect oj outJoor
oJvert|s|nç. t|e venJors moj 0e
Jo|nç t|e|r customers o J|sserv|ce.
lt's Not Just The Thoueht That Counts
Unlc(tunate|v lc( acve(t|:e(:, |t: nct |u:t t|e t|cuu|t
t|at ccunt: l|cuu| (ea| ccn:ume(: a(ent |||e|v tc
J(|te t|an|-vcu ncte: cl anv :c(t - :|nce(e, :c|telu|,
c( tcnuue-|n-c|ee| - t|ev Jcnt acc(ec|ate acve(t|:|nu
t|at: |nt(u:|ve anc |((e|evant e|t|e( /cve(t|:e(: |nte(-
e:tec |n u:|nu :cme cl t|e neJe( cut-cl-|cme lc(mat:
:|cu|c t||n| abcut J|at cecc|e J||| be cc|nu J|en t|ev
enccunte( t|e ac:, anc |cJ t|ev(e |||e|v tc be lee||nu
w||| t|ev be (u:||nu c( (e|ax|nu` w||| t|ev lee| ene(uet|c
c( Jea(v, a|e(t c( c(ecccuc|ec, eaue( c( anx|cu:` w|at
J||| mct|vate t|em tc enuaue J|t| an ac` /cve(t|:e(:
J|c ccnt acc(e:: t|e:e uue:t|cn: mav enc uc Ja:t|nu
a :t(cnu c(eat|ve |cea |n an |nacc(cc(|ate :ett|nu /nc
a: cut-cl-|cme acve(t|:|nu mcve: l(cm :cace t|at:
(eac||v accectec a: cub||c |ntc t|at J||c| |: ccn:|ce(ec
mc(e c(|vate anc ce(:cna|, t|e va|ue cl t|e u|lt clle(ec
tc t|e auc|ence neec: tc |nc(ea:e |n c(ccc(t|cn tc t|e
|nt(u:|vene:: cl t|e ac
ßie 0isp|ays Are No ßie 0ea|
lt mav :eem ca(accx|ca|, but t|e |a(ue:t cut-cl-|cme
lc(mat: a(e u:ua||v t|e |ea:t |nt(u:|ve, :|nce v|eJe(:
neec cn|v tc tu(n t|e|( |eac: a leJ ceu(ee: tc |cc|
at :cmet||nu e|:e /cve(t|:e(: |ave ||tt|e tc lea( l(cm
exc|c|t|nu t|e:e venue:, excect t|e c|a||enue cl b(ea|-
|nu t|(cuu| J|t| c(eat|v|tv t|at: t(u|v memc(ab|e
18
ßut 0o Sweat the Sma|| Stuff
/nct|e( neJ cut-cl-|cme ceve|ccment, |n t(an:|t
:cace anc e|:eJ|e(e, |: t|e accea(ance cl ac: |n
:ma|| :cace:, ncc|:, anc c(ann|e: t|at Je(e c(ev|cu:|v
l(ee cl acve(t|:|nu Fc( examc|e, t|e 'C(ab/c¨ t(an:|t
|anc|e c(e:ent: :t(ac|anue(: J|t| an ac-c(cv|c|nu
t|at t|ev(e ab|e tc c(ane t|e|( nec|: tc |cc| at |t
w|||e manv cl t|e:e neJ ac lc(mat: a(e |nnccucu:
encuu|, acve(t|:e(: :|cu|c eva|uate eac| cne lc( |t:
cctent|a| tc |((|tate cecc|e
ln a|(cc(t:, t|e:e neJ ac lc(m: a(e :c(|nu|nu uc |n
:cme unexcectec :cct: Fc( examc|e, |n a numbe( cl
(eu|cna| a|(cc(t: |n t|e Un|tec State:, ac: a(e accea(|nu
|n t|e b|n: at :ecu(|tv c|ec|cc|nt: Fc( t|e (|u|t acve(-
t|:e(, t||: ccu|c be a :ma(t buv l|e :ecu(|tv c(cce:: |:
tec|cu: anc lu|| cl :ta(t:, :tcc:, bumc: anc |c:t||nu, anc
a J(v c( |umc(cu: ac ccu|c ma|e t|e c(cce:: mc(e
tc|e(ab|e Fc( an acve(t|:e( |||e :|ce (eta||e( /accc:ccm,
cne cl t|e ¦(:t tc u:e t|e :cace, |t: a|:c an e:cec|a||v
acc(cc(|ate c|acement |/c: lc( ca((v-cn |uuuaue,
e:cec|a||v bau: lc( |actcc:, a(e a|:c |||e|v tc be
nct|cec |e(e)
/c: cn bauuaue ca(cu:e|:, :uc| a: t|c:e ncJ accea(-
|nu |n C||na: Be|||nu Cac|ta| lnte(nat|cna| /|(cc(t, mav
a|:c c(cv|ce a c|:t(act|cn t|at: acc(ec|atec Du(|nu
t|e Ja|t lc( c|ec|ec |uuuaue, tcu(|:t: m|u|t acc(ec|-
ate |nlc(mat|cn cn |ccu|nu anc c|n|nu cct|cn: lt m|u|t
a|:c be a uccc t|me tc (em|nc |et-|auuec t(ave|e(: cl
(el(e:|ment: :uc| a: Cc|e c( Pec Bu||
l|e cc:te(: u:ec |n t(an:|t :tat|cn:, t|cuu| :ma||e(
anc c|c:e( tc t|e|( auc|ence t|an (cac:|ce bu||et|n:
anc l|me: Suua(e :cectacu|a(:, mu:t a|:c Jc(| |a(c
tc be nct|cec /cve(t|:e(: ccnt|nue tc exce(|ment
J|t| neJ Jav: tc (eac| t|e t|cu:anc: cl ccmmute(:
J|c ca:: t|(cuu| ma|c( (a|| |ub: anc :ubJav
:tat|cn: eac| cav Du(|nu t|e :umme( cl 2007, we:t|n
Hcte|: & Pe:c(t: :cent 130 m||||cn cn t(an:lc(m|nu
t(an:cc(tat|cn |ub: a(cunc t|e Un|tec State: |ntc
'c|ace: cl (eneJa|¨ a: ca(t cl t|e b(anc: !'· · |cu
/ S'ca|J |ee| camca|un /|mec at bu:|ne:: t(ave|e(:,
t|e camca|un cu|m|natec |n /uuu:t J|en t|e :ub-
Jav :tat|cn at NeJ Yc(|: C(anc Cent(a| le(m|na| Ja:
u|ven cve( tc me::aue: cl e:cace anc (ev|ta||.at|cn
l|e ellect extencec bevcnc t|e cc:te(: anc J(accec
cc|umn: cn t|e c|atlc(m: |ntc t|e :ubJav ca(:
t|em:e|ve:, J||c| Je(e cecc(atec J|t| cne cl t|(ee
t|eme: a t(cc|ca| (a|nlc(e:t, a :auna |J|t| ac|acent
lce|anc|c |a|e), c( :cene: l(cm unce( t|e :ea
I|ere |s no content ossoc|oteJ w|t| out-
oj-|ome oJvert|s|nç. |t |os no oroçrom
to |nterruot. no storj to occomoonj.
we:t|n: ext(avauant ellc(t |n|ectec a b|t cl lun anc
va(|etv |ntc t|e ccmmute: cl t|cu:anc: l|cuu| an
|nc|lle(ent leJ mav c(ele( t|e c|ve(:|cn cl t|e|( neJ:-
cace(: c( B|ac|Be((|e:, mc:t ca||v t(ave|e(: acc(ec|-
ate anvt||nu t|at |e|c: t|em t|(cuu| t|e|( ccmmute
Pe:ea(c| ccncuctec |n |nu|anc bv lNS cn be|a|l cl
CBS Outccc( :|cJec t|at Lcnccne(: cb|ectec |e::
tc unce(u(cunc t(an:|t acve(t|:|nu t|an tc ac: |n ct|e(
mec|a, anc, |n lact, 87 ce(cent cl t|c:e :u(vevec
c(ele((ec Unce(-u(cunc :cene: J|t| acve(t|:|nu cve(
t|c:e :|cJ|nu b|an| Ja||:
CBS Outccc( |: cu((ent|v |n t|e m|c:t cl a í72
m||||cn |1T44 m||||cn) unce(ta||nu tc u|ve Lcnccne(:
a |ct mc(e acve(t|:|nu tc acc(ec|ate unce(u(cunc
l|e |nncvat|cn: |nc|uce c(c::-c|atlc(m c(c|ect|cn
:v:tem: anc t|cu:anc: cl LCD cane|: ||n|nu cc((|cc(:
anc |anu|nu a|cnu:|ce e:ca|atc(: l|e netJc(|ec
c|:c|av: can be c|anuec c( uccatec l(cm cav tc cav
c( even |cu( tc |cu(, a||cJ|nu lc( mc(e lex|b|e anc
t|me-:en:|t|ve me::au|nu, a bene¦t tc bct| acve(t|:-
e(: anc ccmmute(:
Courtesy Westin Hote|s & Pesorts|0eutsch, lnc.
19
t|evve Jcn a c(|.e ln 2005, Nc(t|Je:t /|(||ne: u:ec
u|ant OP ccce: cn b|||bca(c: |n 1acan tc cu|| cecc|e
|n tc a uame cn t|e|( web :|te, clle(|nu l(ee l|u|t: a:
c(|.e:
l|e 1acane:e |ave |ac c|cne: euu|ccec tc (eac OP
ccce: lc( :cme t|me ncJ, we:te(n mcb||e u:e(: a(e
|u:t beu|nn|nu tc ta|e acvantaue cl t||: lac|||tv OP
ccce: accea(ec |n Nc(t| /me(|ca lc( t|e ¦(:t t|me t||:
:umme( |n cc:te(: acve(t|:|nu t|e ve:ca :cccte( cn
t|e :t(eet: cl lc(cntc l|c:e J|c :naccec c|ctu(e: cl
t|e ccce: lcunc cut |l t|evc Jcn a l-:||(t, a c|:ccunt
cn me(c|anc|:e, c( t|e u(anc c(|.e, an LX50 ve:ca
w|||e monj oj t|e new out-oj-|ome
jormots ore |nnocuous enouç|.
oJvert|sers s|ou|J evo|uote eoc| one
jor |ts ootent|o| to |rr|tote oeoo|e.
Conc|usion
Out-cl-|cme acve(t|:|nu clle(: a J|ce anc :t|||
J|cen|nu (anue cl cccc(tun|t|e: lc( ma(|ete(: tc ma|e
ccntact J|t| ccn:ume(: But tc u:e |t ellect|ve|v, ac-
ve(t|:e(: mu:t be tunec |n tc t|e c|anue: |n cecc|e:
mccc: anc m|nc:et: a: t|ev mcve l(cm c|ace tc
c|ace cve( t|e ccu(:e cl t|e cav /cve(t|:e(: J|c la||
tc attenc tc t|e:e nuance: mav nct cn|v bctc| t|e|(
cccc(tun|t|e: tc ccmmun|cate - t|ev mav camaue
t|e :tanc|nu cl t|e|( b(anc: HcJeve(, t|c:e J|c can
:|(eJc|v anc tactlu||v J|n t|e |nte(e:t anc ucccJ||| cl
t|e|( auc|ence |ave an exce||ent cccc(tun|tv tc c(|ve
t|e|( me::aue |cme, l(cm anv |ccat|cn
To read more about out-of-home advertisine,
visit www.mb-b|oe.com.
|c:t cecc|e Jcu|c c(cbab|v au(ee t|at bauuaue
ca(cu:e|: anc :ecu(|tv b|n: a(e ca(t cl t|e 'cub||c¨
:cace |n an a|(cc(t l|e :u(lace cl t|e a|(c|ane t(av
tab|e:, cn t|e ct|e( |anc, beu|n: tc enc(cac| cn t|e
ce(:cna| :cace cl t(ave|e(: ln t|e c(amcec uua(te(:
cl an eccncmv c|a:: :eat, t|e(e :eem: tc be ||tt|e
acvantaue lc( e|t|e( an acve(t|:e( c( an a|(||ne tc
|nt(ccuc|nu an e|ement t|at ma|e: a ca::enue( lee|
even mc(e ccn¦nec /cve(t|:e(: |ntent cn u:|nu t||:
:cace cuu|t tc t(v tc |nu(at|ate t|em:e|ve: bv clle(|nu
t|e t(ave|e( :cmet||nu J|t| a u(eat cea| cl cctent|a| lc(
c|ve(:|cn, :uc| a: a cu..|e c( an |||u:t(at|cn J|t| ||ccen
c|ctu(e: - anvt||nu t|at |e|c: tc ca:: t|e t|me
Somethine They Can Take Home
/cve(t|:e(: |ave a|Jav: clle(ec ente(ta|nment,
c|ve(:|cn, c( u:elu| |nlc(mat|cn tc ent|ce cecc|e tc
attenc tc t|e|( ac: NcJ, |cJeve(, t|ev a|:c |ave :cme
neJ cct|cn: NeJ tec|nc|cuv a||cJ: acve(t|:e(: tc
c(cv|ce cecc|e J|t| tanu|b|e (eJa(c: lc( |nte(act|nu
J|t| ac: Fc( examc|e, u:|nu B|uetcct|-enab|ec
cev|ce:, cecc|e can ccJn|cac |tem: :uc| a: ccuccn:,
vcuc|e(:, c( auc|c c||c: we:t|n clle(ec a (|nu tcne lc(
ccJn|cac l(cm ce(ta|n c|:c|av: a: ca(t cl |t: :umme(
|e^eu.| camca|un
Ot|e( |nte(act|ve cct|cn: a(e c(cv|cec bv tJc-
c|men:|cna| ba( ccce:, |ncJn a: OP ccce:, J||c|
|ave been u:ec |n 1acane:e c(|nt anc cc:te( ac: lc(
:eve(a| vea(: w|en (eace(: ta|e a c|ctu(e cl a OP
ccce J|t| t|e|( c|cne:, t|ev a(e bcuncec tc a web :|te
t|at m|u|t clle( t|em a ccuccn c( |nlc(m t|em t|at
20
N l L L W A P 0 ß P D W N ' S P D V
N o v e m b e r 2 0 0 7
Advertiser,
Foreet the PC,
Pick Up
the Phone
lt |a: been c(ec|ctec
t|at bv 2008 mc(e
cecc|e a(cunc t|e
Jc(|c J||| acce:: t|e
lnte(net bv u:|nu t|e|(
mcb||e c|cne: t|an
bv u:|nu ccmcute(:
w|||e t||: mav a|(eacv
be t|e ca:e |n 1acan,
ct|e( ccunt(|e: :uc|
a: t|e Un|tec State:
|au la( be||nc w||| t|e
mcb||e c|cne (ea||v
ccme tc ccm|nate t|e
PC /nc |l |t cce:, J|at
a(e t|e |mc||cat|cn: lc(
acve(t|:|nu`
/ (ecent :tucv ccncuctec bv /v|NU| /Pa.c(¦:| |n t|e Un|tec State:
|nte(v|eJec web 20 :uce(-u:e(: J|c :cuu|t cut ccntent t|at Ja: ecuv
anc ce(:cna||v (e|evant cn v|cec :|te:, :cc|a| netJc(|: anc b|cu: ln ccnt(a:t
tc t|e|( |nten:|ve u:e cl t|e ccmcute(, t|e:e tec|-:avvv, ccnnectec ccn:ume(:
mace ||tt|e u:e cl t|e cacab|||t|e: cl t|e|( mcb||e c|cne: 1u:t cve( |a|l
cl t|c:e |nte(v|eJec |ac ta|en c|ctc: J|t| t|e|( mcb||e: anc :|a(ec t|em
cn||ne l|e ma|c(|tv, |ac neve( u:ec t|e|( c|cne: tc Jatc| v|cec, ||:ten tc
mu:|c, c( c|ec| Jeat|e(, neJ: c( :cc(t: |eac||ne:
lext|nu |: a|:c |e:: c(eva|ent |n t|e Un|tec State: t|an e|:eJ|e(e / 2006
:u(vev bv t|e PeJ lnte(net & /me(|can L|le P(c|ect lcunc t|at |u:t cve( cne-
t||(c |35 ce(cent) cl US ce|| c|cne cJne(: u:e text me::au|nu l||: c|ctu(e
|: ve(v c|lle(ent |n ct|e( ccunt(|e: ln t|e UK, a mcb||e |: a: |||e|v tc be u:ec
tc text a: tc ca|| ln 1acan, J|e(e t|e mcb||e c|cne |: lH| ccmmun|cat|cn
cev|ce, e-ma||, nct S|S, |: u:ec lc( me::au|nu J|t||n t|e ccunt(v
Decenc|nu cn J|e(e vcu :|t, mcb||e acve(t|:|nu :eem: tc |ave t|e cctent|a|
tc beccme e|t|e( a m|nc( :|ce:|cJ c( t|e lutu(e b|u tcc w||c| cne J||| |t be`
lc |e|c an:Je( t||: uue:t|cn, l a:|ec t|(ee exce(t:, |e||::a Pc::, Pete( Fc:te(,
anc 1c(ue /|aucn tc (ev|eJ t|e :tate cl t|e a(t |n t|e|( (eu|cn: |/:|a Pac|¦c,
|u(cce, anc Lat|n /me(|ca, (e:cect|ve|v) l|e|( leecbac| u|ve: :cme c|ue: tc
t|e lutu(e cl mcb||e acve(t|:|nu

The Asian Experience. lcb||e ls Ncw
NcJ|e(e aca(t l(cm 1acan |: t|e(e :uc| an a((av cl mcb||e c|cne cacab|||t|e:
l(cm :cn|c tcne: t|at (ece| mc:uu|tce:, tc |(|: (eccun|t|cn lc( :ecu(|tv, anc
|nc(ea:|nu|v, t|e ab|||tv tc Jatc| ||ve lv |e/., a: mcb||e |anc:et: a(e |ncJn,
a(e :c|c tc ca(ent: bv v|(tue cl :ate|||te t(ac||nu, a|a(m :|una|: anc ecucat|cna|
acc||cat|cn: lc( t|e|( ||c:, tc teen: bv v|(tue cl ||u|-enc mu:|c anc v|cec
c|ave(:, anc tc vcunu acu|t: bv v|(tue cl Came(cn D|a. anc B(ac P|tt P|cne:
|e(e a(e :c la( a|eac cl t|c:e |n ct|e( ccunt(|e: t|at /cc|e (ecc(tec|v Jcnt
(e|ea:e t|e |P|cne unt|| 2008 |n c(ce( tc c|av catc|-uc J|t| |cca| tec|nc|cuv
|cb||e |a: cve( T00 ce(cent cenet(at|cn |n t|e T6 tc 54 aue u(cuc, J|t| a:
manv cecc|e acce::|nu t|e lnte(net t|(cuu| c|cne: a: l(cm PC: ln lact, cue
tc :|nu|e ccmcute( |cu:e|c|c: anc ||m|tec c(|vacv, teen: a|mc:t exc|u:|ve|v
acce:: anc ccJn|cac lnte(net ccntent t|(cuu| t|e|( |anc:et: l|e numbe(
cl 3C u:e(: tcccec 45 m||||cn at t|e enc cl |a:t vea(, J|t| t|e ma|c(|tv cl
mcb||e acce:: cevctec tc |nlcta|nment acc||cat|cn:, b(cJ:|nu mcb||e
m|n|-:|te: anc c|cne-ba:ec e-ma|| |Ce||0'c^e |Joe 2CCo)
w|at mav be :u(c(|:|nu tc t|c:e cut:|ce 1acan |: t|e lact t|at t||:
tec|nc|cu|ca| |nl(a:t(uctu(e |a: nct vet t(an:|atec |ntc acve(t|:|nu
ven 'D|u|ta|¨ acve(t|:|nu |mcb||e c|u: PC) :t||| cn|v acccunt: lc(
Nigel Hollis
Chief Global Analyst
Millward Brown
nigel.hollis@us.millwardbrown.com
www.millwardbrown.com
www.mb-blog.com
21
u(cJ|nu 'cata cu|tu(e¨ amcnu:t t|e vcunue( u(cuc:
HcJeve(, t|e(e |: ||tt|e b(anc|nu lccu: |e(e, J|t| mc-
b||e ac ccmcan|e: |bct| ac-:e(v|nu anc :ea(c|) (e||ant
cn :e(v|ce c(cv|ce(: :e|||nu ccntent :uc| a: (|nutcne:,
u(ac||c: anc uame:, anc :ea(c| anc ba(ccce :cltJa(e
nct vet c(e|n:ta||ec |ntc |anc:et: Scam |: anct|e(
|::ue, J|t| |cca| acve(t|:e(: la( |e:: (et|cent t|an t|e|(
we:te(n ccunte(ca(t: tc cu:| S|S me::aue: anc
w/P ||n|: cntc ccn:ume(: J|c J||| uu|c||v t|(e cl t||:
mcb||e bcmba(cment
l|e (|:| |n C||na |: :ceec|nu unc|ec|ec ccJn t|e
mcb||e ma(|et|nu (cute, a||enat|nu bct| u:e(: anc
acve(t|:e(: a|cnu t|e Jav ln 1acan |t |: abcut ea:|nu
cll t|e b(a|e, :c t|at ccn:e(vat|ve ma(|ete(: a(ent |elt
:t(ancec tcc la( be||nc t|e la:t-mcv|nu tec|nc|cuv
A European Perspective. The T|me Has Ccme
Unt|| ve(v (ecent|v, |u(cce |a: been :eve(a| :tec:
be||nc 1acan |n t|e mcb||e ma(|et|nu a(ena we ncJ
:ee t|e uac beu|nn|nu tc na((cJ, but |t |: t|e act|cn:
cl cce(atc(: anc ma(|ete(: t|at J||| cete(m|ne |cJ
uu|c||v |t J||| actua||v c|c:e w|||e mcb||e cenet(at|cn
|n we:te(n |u(cce |: ub|uu|tcu:, J|t| ma(|et: :uc|
a: t|e UK |av|nu T00 ce(cent cenet(at|cn ||e, mc(e
c|cne: t|an cecc|e), t|e tec|nc|cu|ca| cacab|||t|e:
c(cv|cec bv t|e mcb||e cce(atc(: a(e (e|at|ve|v ||m|tec
ln |u(cce cn|v a leJ acvancec |anc:et: ccme J|t|
t|e cacac|tv tc (ece|ve |ccat|cn-ba:ec ma(|et|nu
/cce:: tc OP tec|nc|cuv |: :|m||a(|v ||m|tec l|e(elc(e,
muc| cl mcb||e ma(|et|nu |n |u(cce |a: been
||m|tec tc la|(|v c(|m|t|ve acc(cac|e: :uc| a:
'text & J|n¨ c(cmct|cn:
abcut 8 ce(cent cl tcta| :cenc w|at |: mc(e
enccu(au|nu |: t|at :cenc|nu cn mcb||e acve(t|:|nu
c|c |nc(ea:e bv cve( a t||(c |a:t vea( ||e^/·a |e0
2CC¯) ||n|-:|te: u:|nu ||cce tec|nc|cuv a(e ellc(t|e::
tc |cac anc nav|uate, anc mc:t mcb||e cc(ta|: clle(
acvancec :e(v|ce: |nc|uc|nu PSS leec:, b|cuu|nu anc
neJ: :ea(c| One |n t|(ee ccmcan|e: |n 1acan man-
aue: ce(manent ||cce :|te:, J|t| manv (unn|nu
a::cc|atec mcb||e camca|un: |/··e /J.e//·^o
|e·e./.' O/ca0 |./.' 2CC¯)
Ieens |n Jooon o|most exc|us|ve|j
occess onJ Jown|ooJ /nternet
content t|rouç| t|e|r |onJsets
But |t |: OP |uu|c| (e:ccn:e) ccce tec|nc|cuv t|at
c(cce|: mcb||e ma(|et|nu |ntc a c|lle(ent c|men:|cn
|n ccunt(|e: |||e 1acan anc Kc(ea l|e:e ccce: a(e
eve(vJ|e(e, even cn l-:||(t:, (ece|ct: anc bu:|ne::
ca(c: Pc|nt vcu( ·e/. at a mcv|e cc:te( tc (ece|ve
:e::|cn t|me: anc |ccat|cn:, :can |t cve( a :ancJ|c| lc(
ceta||ec nut(|t|cna| anc :cu(c|nu |nlc(mat|cn, c( c|(ect
|t tcJa(c a c|ctu(e cn t|e e:ca|atc( |anc(a|| tc uet c(c-
mct|cna| vcuc|e(: lc( |cca| |a|( :a|cn: |c:t |anc:et:
a|:c ccnta|n c||c: t|at a||cJ t|em tc be u:ec a: t(a|n
t|c|et: c( c(ec|t ca(c: OP ccce: t(an:lc(m t(ac|t|cna|
c|atlc(m: :uc| a: cutccc(, c(|nt anc cac|au|nu |ntc la(
mc(e ellect|ve mec|an|:m: lc( c(cmct|nu anc t(ac||nu
ccn:ume( (e:ccn:e
1acan: va:t ne|u|bc( |: a|:c :ta(t|nu tc (eccun|.e
t|e cctent|a| (ec(e:entec bv t|e mcb||e ma(|et,
J|t| nea(|v |a|l a b||||cn C||ne:e :ub:c(|be(: anc a
|e|··. |c·· · Cc^^a^../c^· ||.^^^o |/e./c/ ./ |eJ.Cc^ ^ !c·/c
Focus on Asia-Pacifc
/ustra||a
1apan
Ch|na
Subscr|ber ||nes per 100 pecp|e
3.·eJ c^ J./. //c^ /'e C// wc/|J |../0cc·
0 10 20 30 40 50 60 70 80 90 100 110 120
35
97
80
22
c|(ect|v J|t| ccn:ume(: ln lact, u|ven t|e c|lle(ence |n
c||ent anc auencv cu|tu(e, Je m|u|t excect ma(|ete(:
|n |u(cce tc be uu|c|e( tc exc|c|t t|e cccc(tun|tv t|an
t|e 1acane:e J||| be
The Latin American Dut|ook.
The Future ls ln S|µht
w|t| |t: c(cm|:e cl |nte(act|ve anc ce(:cna||.ec
me::aue: tc a ma:: auc|ence, mcb||e ma(|et|nu
:|cJ: u(eat cctent|a| |n Lat|n /me(|ca, J|e(e mcb||e
c|cne: |ave u(eate( cenet(at|cn t|an |anc ||ne: ln
/(uent|na, C|||e anc Cc|cmb|a, mc(e t|an 75 ce(cent
cl cecc|e |ave a mcb||e c|cne, J|||e |n B(a.||, |ex|cc
anc Panama t|e cenet(at|cn |a: (eac|ec t|e 50
ce(cent ma(|
But ve(v leJ Lat|n /me(|can ma(|ete(: a(e actua||v
tacc|nu |ntc mcb||e ma(|et|nu: cctent|a| |c:t act|v|-
t|e: a(e S|S-ba:ec, :uc| a: 'text & J|n¨ c(cmct|cn:,
:ub:c(|ct|cn: tc ca||v text me::aue: cn a (e|evant tcc-
|c, c( vct|nu cc|| ca(tne(:||c: J|t| lv :|cJ: B(ancec
S|S acve(t|:|nu |: a|mc:t ncnex|:tent, ccn¦nec tc
(em|nc|nu u:e(: cl ce(ta|n event: |||e ceca(tment
:tc(e :a|e: c( a|(-t|me c(cmct|cn: Bv ccnt(a:t, t|e
ccntent-ccJn|cac bu:|ne:: |: uccc anc a c|et|c(a cl
vencc(: acve(t|:e t|e|( (|nutcne:, c|ctu(e: anc uame:
|n t(ac|t|cna| mec|a |c(|ma(||v lv anc maua.|ne:)
lnte(act|ve cutccc( acve(t|:|nu u:|nu B|uetcct| |a:
been t(|ec |e(e anc t|e(e J|t| :cme c(cm|:|nu (e:u|t:
|eanJ|||e, c|u|ta| ma(|et|nu :cenc |a: been u(cJ|nu
vea( cn vea( ac(c:: |u(cce, cutce(lc(m|nu ct|e( me-
c|a c|anne|: ln t|e mc(e c|u|ta||v acvancec Nc(t|e(n
|u(ccean ma(|et:, :uc| a: t|e UK, F(ance, Ce(manv
anc t|e Net|e(|anc:, t|e c|u|ta| c|atlc(m |: ncJ a
ma|n:t(eam c|anne|, acccunt|nu lc( betJeen T0 anc
T2 ce(cent cl tcta| acve(t|:|nu :cenc HcJeve(, :cenc
cn mcb||e |n|t|at|ve: cn|v (ec(e:ent: a :ma|| c|ece cl
t|e c|u|ta| ma(|et|nu ca|e, c(cbab|v betJeen 2 anc
5 ce(cent, anc t|e(elc(e acccunt: lc( |e:: t|an T
ce(cent cl tcta| ma(|et|nu :cenc
|a(|v mcb||e lnte(net exce(|ence |v|a w/P) |a: been
c|auuec J|t| c(cb|em: cl acce::, :ceec anc cc:t
HcJeve(, Fc((e:te( e:t|mate: t|at bv 20T0, 68 ce(cent
cl UK mcb||e u:e(: J||| :ub:c(|be tc 3C :e(v|ce:, uc
l(cm a(cunc T0 ce(cent cu((ent|v /: a (e:u|t, manv
be||eve t|at t|e t|me |a: ¦na||v ccme lc( ma(|et|nu
v|a t|e mcb||e |anc:et /: c|cne: J|t| lnte(net ca-
cab|||tv anc 3C a(e |nc(ea:|nu|v ava||ab|e |n acvancec
ma(|et: :uc| a: t|e UK, anc t|e cc:t cl mcb||e
lnte(net b(cJ:|nu la||:, mcb||e cce(atc(: a(e beu|nn|nu
tc ccen uc t|e|( netJc(|: tc c(cv|ce neJ :e(v|ce: Fc(
examc|e, t|e UK : b|u ¦ve mcb||e netJc(|: |ave |u:t
anncuncec t|e PavFc(lt :v:tem, J||c| tu(n: |anc:et:
|ntc c|u|ta| Ja||et:
we:te(n |u(cce: mcb||e ccntent ma(|et, J||c|
|nc|uce: uame:, mu:|c, cata anc |nlc(mat|cn, |:
u(cJ|nu at an exccnent|a| (ate lt: va|ue |: c(ec|ctec
tc t(eb|e l(cm €33b||||cn t||: vea( tc €9 T b||||cn bv
20T0 |1uc|te() C|ea(|v, mcb||e cce(atc(: Jant tc
bene¦t l(cm t||: neJ (evenue :t(eam On||ne mec|a
cJne(: bene¦t a: Je|| bv extenc|nu t|e|( (eac|
anc |nc(ea:|nu t|e|( ab|||tv tc ce||ve( mu|t|-c|atlc(m
camca|un: S|v Scc(t: |a: :ucce::lu||v |aunc|ec a
:ub:c(|ct|cn :e(v|ce lc( ||ve lcctba|| cn t|e O2 anc
O(anue netJc(|: |n t|e UK l|e ab|||tv tc b(cacca:t
acve(t|:|nu v|a mcb||e lv anc :t(eam|nu v|cec |: :et
tc be an |nte(e:t|nu c|atlc(m lc( ce||ve(|nu mcb||e
ccntent bevcnc neJ: anc Jeat|e(
|u(cce, |t :eem:, |: cc|:ec tc lc||cJ /:|a: examc|e
J|en |t ccme: tc accct|cn cl mcb||e tec|nc|cu|e:
anc, J|t| t|em, t|e cccc(tun|tv tc ccmmun|cate
|e/e/ |c·/e/ · \.e |/e·Je^/ ^ |||u./J 3/cu^· o|c0.| ^eJ. 0/../.e
^ |c^Jc^
Focus on Europe
UK
Cermanv
France
Subscr|ber ||nes per 100 pecp|e
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Lookine to the Future
lccav tec|nc|cuv |: c|anu|nu la:te( t|an cu( ab|||tv tc
|eec uc J|t| |t lt |: cbv|cu: l(cm t|e:e (ev|eJ: t|at
eac| (eu|cn c|lle(: c(amat|ca||v |n te(m: cl t|e mcb||e
tec|nc|cuv anc ccntent tc J||c| cecc|e |ave acce::
w|at |: |mc||c|t |: t|at a: cecc|e beccme lam|||a(
J|t| a neJ cacab|||tv t|at clle(: t|em :cmet||nu
(e|evant, t|ev J||| accct |t /(cunc t|e Jc(|c, |uman
natu(e - un|||e mcb||e c|cne |nl(a:t(uctu(e - |:
la( mc(e :|m||a( t|an c|lle(ent l|e ba:|c neec: lc(
|nlc(mat|cn, ente(ta|nment anc ccnnect|cn a(e t|e
:ame lec|nc|cuv t|at lac|||tate: t|e:e neec: J|||
be emb(acec Belc(e tcc |cnu t|c:e US web 20
:uce(-u:e(: mav ¦nc t|em:e|ve: c|c||nu uc t|e
c|cne |n:teac cl ccen|nu t|e|( |actcc:
/(e acve(t|:e(: m|::|nu cut |l t|ev cc nct |ave t|e
cccc(tun|tv tc te:t J|at t|e |eac|nu-ecue mcb||e
tec|nc|cuv m|u|t clle(` l cc nct be||eve :c |c:t
ccntent acce::ec :c av|c|v bv |cme ccmcute(
u:e(: tccav - cn||ne v|cec, :cc|a| ccmmun|cat|cn,
neJ: anc ente(ta|nment - can ea:||v t(an:le( tc t|e
c|cne u|ven t|e (|u|t tec|nc|cuv ln a Jc(|c J|e(e
cecc|e a(e |nc(ea:|nu|v mcb||e, |t :eem: |nev|tab|e
t|at t||: tvce cl ccntent J||| lc||cJ /cve(t|:e(: J|c
|ea(n |cJ tc enuaue ccn:ume(: cn||ne mav ¦nc
t|em:e|ve: Je|| cc:|t|cnec lc( t||: mcb||e lutu(e,
c(cv|cec t|ev (emembe( t|at mcb||e acve(t|:|nu
neec: tc cu||, nct cu:|
To read more about the future of the mobi|e phone,
visit www.mb-b|oe.com.
Lat|n /me(|can acve(t|:e(:, :eem|nu|v |e:|tant tc
emb(ace t|e c|cne a: a 'cu:|¨ mec|um, |ave |n:teac
Jc(|ec |a(c cn c(eat|nu t(encv anc |nte(e:t|nu ccn-
tent |tem: tc :ecuce cu:tcme(: |ntc |nte(act|nu J|t|
t|e|( mcb||e: Pe(|ac: ma(|ete(: |ave been cut cll
bv t|e |nten:e neuat|ve (eact|cn: tc mcb||e :cam,
matc|ec cn|v bv (eact|cn: tc cn||ne ccc-uc ac:
'/J './e /c /e.e.e .J.e//·^o c^ |) ^c0|e,¨ :a|c
a 37-vea(-c|c ma|e ccn:ume( cu(|nu a (ecent lccu:
u(cuc |n |ex|cc '//· . .c|./c^ c/ ^/ 0/.../'¨
w|||e a t||(c cl |ex|cc C|tv mcb||e u:e(: c|:|||e t|e
|cea cl acve(t|:|nu me::aue: cn t|e|( ce||u|a( c|cne:,
|a|l cl t|em be||eve |t: a ve(v uccc |cea tc (ece|ve
acve(t|:|nu me::aue: lF t|ev cct |n anc (ece|ve l(ee
a|( t|me a: a (eJa(c Nct :u(c(|:|nu|v, t|e(e |: cne
ccmcanv |n |ex|cc clle(|nu |u:t t|at |cv|D|(ect |JJJ
mcv|c|(ectccmmx) ca(tne(ec J|t| |cv|:ta( anc :|nce
2006 |a: clle(ec ta(uetec S|S ac:, aJa(c|nu cne
m|nute cl a|( t|me tc t|e u:e( lc( eac| ac v|eJec
|ven |l ma(|ete(: cc ¦nc Jav: tc att(act ccn:ume(: tc
t|e|( ccntent, t|e mcb||e c|cne |nl(a:t(uctu(e (ema|n:
ccc(|v ceve|ccec OP ccce tec|nc|cuv anc lC c||c: a(e
un|ncJn anc unava||ab|e tc Lat|n /me(|can u:e(: Ncne
cl t|e ma|c( netJc(|: |ave mace cub||c anv c|an: tc
|aunc| t|e:e |n t|e nea( lutu(e |c:t mcb||e netJc(|:
|n t|e (eu|cn |ave vet tc m|u(ate tc 3C, :c b(cacbanc
acce:: anc mcb||e lv a(e ve(v ||m|tec CS| |: t|e
:tanca(c, :c Jeb nav|uat|cn |: an excen:|ve anc nct
ve(v c|ea:ant exce(|ence St|||, Ya|cc! |cb||e |aunc|ec
|t: :e(v|ce: |n /(uent|na, B(a.|| anc |ex|cc |a:t Feb(ua(v,
|cc|nu tc cactu(e t|e |nc|c|ent acve(t|:|nu bucuet
1c/oe /|.oc^ · \.e |/e·Je^/ c/ |./·e/^o S.e^.e· .^J |5| /c/
|||u./J 3/cu^ |e·.c
Focus on Latin America
/rµent|na
Braz||
lex|cc
Subscr|ber ||nes per 100 pecp|e
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N l L L W A P 0 ß P D W N ' S P D V
0 e c e m b e r 2 0 0 7
Puttine the
Shopper ßack
into Narketine
Bucuet: a(e lcJ|nu
|ntc :|ccce( ma(|et|nu
a: neve( belc(e
But ma(|ete(: |cc|nu
tc max|m|.e t|e (etu(n
cn t|e|( |nve:tment
mu:t acc(e:: tJc |ev
cc|nt-cl-cu(c|a:e
c|a||enue: ¦(:t, |t:
un|uue :et cl cvnam|c:
a: a ccmmun|cat|cn
c|anne|, anc :eccnc,
t|e lact t|at |t: lu||
ccJe( ||e: |n t|e Jav
|t Jc(|: J|t| t|e c(e-
ex|:t|nu a::cc|at|cn:
anc excectat|cn: t|at
ccn:ume(: b(|nu tc
t|e :tc(e
S|ccce( ma(|et|nu |: beccm|nu an |nc(ea:|nu lccu: lc( manv cl t|e Jc(|c:
ma|c( b(anc: / 2007 :tucv ccncuctec bv De|c|tte |n t|e Un|tec State: :uu-
ue:t: t|at t|e cc(t|cn cl ma(|et|nu bucuet: cevctec tc cc|nt-cl-cu(c|a:e ac-
t|v|tv ccub|ec l(cm 3 ce(cent |n 2004 tc 6 ce(cent |n 2007, anc |: excectec
tc (eac| 8 ce(cent bv 20T0
lt: nct |a(c tc unce(:tanc t|e:e |nc(ea:e: |n :cenc|nu |n ||u|t cl t|e lact
t|at (eac||nu cecc|e u:|nu t(ac|t|cna| mean: |a: beccme mc(e c|l¦cu|t
|ec|a auc|ence: |ave l(aumentec amcnu mv(|ac c|anne|:, bct| c|u|ta|
anc t(ac|t|cna|, anc cecc|e J|c |ave been emccJe(ec J|t| t|e ab|||tv tc
¦|te( manv lc(m: cl ccmmun|cat|cn a(e |nc(ea:|nu|v anncvec bv un:c||c|tec
acve(t|:|nu |nt(u:|cn: But a|| ccn:ume(: J||| eventua||v a((|ve at t|e cc|nt
cl cu(c|a:e Nct cn|v cc acve(t|:e(: |ncJ t|at t|ev can ma|e ccntact J|t|
:|ccce(: t|e(e, but |t |: t|e c|ace J|e(e t|e cu(c|a:e cec|:|cn J||| u|t|-
mate|v be mace
0efnine Shopper Narketine
we u:e t|e te(m ':|ccce( ma(|et|nu¨ tc (ele( tc a|| t|e ma(|et|nu t|at
|accen: J|t||n t|e (eta|| :cace |c(e clten t|an nct, t||: lc(m cl |ccat|cn-
:cec|¦c ma(|et|nu |: c|(ectec tcJa(c exact|v t|e :ame ce(:cn J|cm b(anc:
ta(uet cut:|ce cl :tc(e: J|t| lv anc ct|e( lc(m: cl act|v|tv w|||e t|at mav
:eem tc be a :tatement cl t|e cbv|cu:, |t |: nct (eac||v acca(ent l(cm manv
cb:e(vat|cn: cl ma(|et|nu |n act|cn lcc clten Je cb:e(ve a ccmc|ete |ac|
cl |nteu(at|cn betJeen |n-:tc(e anc cut-cl-:tc(e act|v|tv
/ lactc( t|at ccnt(|bute: tc t||: c(cb|em |: t|at t|e :t(uctu(e cl manv
c(uan|.at|cn: :eca(ate: |n-:tc(e anc cut-cl-:tc(e ma(|et|nu c(act|t|cne(:
Scme ma|c( ccmcan|e: :eem tc (eccun|.e t||: c|:ccnnect anc a(e ta||nu
:tec: tc acc(e:: |t P&C mace |eac||ne: |n t|e :umme( cl 2007 J|en, |n
t|e|( annua| (ecc(t, t|ev (e:tatec TT vea(: cl acve(t|:|nu-:cenc cata, (ev|:-
|nu t|e tcta|: tc |nc|uce a|| excenc|tu(e cn |n-:tc(e act|v|tv w|||e t||: mav
|ave :eemec |||e a tact|c tc a||cJ P&C tc e(a:e an acca(ent cec||ne |n t|e|(
acve(t|:|nu-tc-:a|e: (at|c, t|e lact t|at t|e ccn:ume( cac|auec uccc: u|ant
a|:c beuan tc :||lt :|ccce(-ma(|et|nu execut|ve: |ntc t|e|( b(anc u(cuc:
:eemec tc |nc|cate a mc(e :t(ateu|c mct|ve tc ellect|ve|v ccnnect |n-:tc(e
act|v|tv J|t| t|e (e:t cl ma(|et|nu
/lte( a||, J|en ccn:ume(: ente( a :tc(e a: ':|ccce(:, ¨ t|ev cc nct :uc-
cen|v beccme b|an| :|ate: l|ev a((|ve |n a ca(t|cu|a( mccc, |av|nu
c|c:en t||: ca(t|cu|a( (eta|| cut|et tc lu|¦|| t|e|( ca(t|cu|a( m|::|cn
l|ev a((|ve J|t| cc|n|cn: ccnce(n|nu uua||tv anc va|ue But even
mc(e |mcc(tant, t|ev a((|ve J|t| Je||-ceve|ccec c(ele(ence: lc(
Gordon Pincott
Chairman — Global Solutions
Millward Brown
gordon.pincott@uk.millwardbrown.com
www.millwardbrown.com
www.mb-blog.com
25
ln cn||ne (eta|||nu, t|e cvnam|c: cl |cent|¦cat|cn a(e nc
c|lle(ent l|e cb|ect|ve |: tc ma|e |t ea:v lc( :|ccce(:
tc ¦nc J|at t|ev(e |cc||nu lc( Pecc|e J|c a(e |cc||nu
lc( a :cec|a||.ec c( cb:cu(e b(anc mav be J||||nu tc
c||c| t|(cuu| :|x :c(een: tc ¦nc |t, but t|c:e J|c a(e
|cc||nu lc( t|e be:t-:e||e( J||| excect tc ¦nc |t
w|en consumers enter o store os
"s|oooers." t|ej Jo not suJJen|j
0ecome 0|on| s|otes. t|ej orr|ve w|t|
we||-Jeve|ooeJ orejerences jor 0ronJs.
uu|c||v, anc a(e |||e|v tc ta|e t|e|( :ea(c|e: e|:eJ|e(e
|l t|ev(e l(u:t(atec lt |: a|:c c(|t|ca| tc t||n| abcut
|cJ t|e b(anc J||| be c(e:entec cn||ne, J|e(e :cace
|: nece::a(||v ||m|tec w||| :|ccce(: (eac||v |cent|lv a
b(anc l(cm a t|nv cac|:|ct, a |cuc, c( a ce:c(|ct|cn`
Stroteçj #2: 0|sruot|on
Fc( b(anc: t|at a(e nct cateuc(v |eace(:, a c|:(uc-
t|cn :t(ateuv mav be ca||ec lc( |anv a:cect: cl t||:
:t(ateuv J||| a|:c be acc(cc(|ate |n cateuc(|e: J|e(e
t|e ccn:ume( |a: nc :t(cnu c(ec|:cc:|t|cn tcJa(c a
ca(t|cu|a( b(anc D|:(uct|cn clten ta|e: t|e lc(m cl
cut-anc-cut b(|be(v t|(cuu| a va(|etv cl ¦nanc|a|
|ncent|ve:, but mav a|:c be acccmc||:|ec t|(cuu|
ct|e( tvce: cl |n-:tc(e act|v|tv t|at att(act attent|cn
anc ||u|||u|t a b(anc: un|uue bene¦t: / b(anc J|t|
a ||u||v c|:t|nct|ve accea(ance, lc( examc|e, m|u|t
c|:t(act t|e eve anc t|e(ebv ente( t|e ccn:|ce(at|cn
:et w|en b|ac| anc :||ve( Je(e t|e c(eccm|nant
cc|c(: |n t|e ccn:ume( e|ect(cn|c: cateuc(v, /cc|e:
c|c|ce cl t|e cc|c( J||te lc( t|e c(|u|na| |Pcc |e|cec
:et t|at c(ccuct aca(t l(cm ccmcet|nu b(anc:
The Po|e of Packaeine
|a(|ete(: J|c a(e J||||nu tc ta|e a l(e:| |cc| at
cac|au|nu |::ue: mav |cent|lv :cme neJ cccc(tun|t|e:
lc( :|ccce( ma(|et|nu Olten, t|e ceve|ccment anc
eva|uat|cn cl cac|au|nu a(e lccu:ec cn |t: ab|||tv tc
ccmmun|cate me::aue: abcut t|e b(anc But t|at |:
nct J|e(e t|e ccJe( cl cac|au|nu ||e: l|e lam|||a(
v|:ua| cue: cl b(anc: :uc| a: Ccca-Cc|a, Du(ace||,
anc |cDcna|c: a(e ccJe(lu| nct becau:e t|ev
b(anc:, ba:ec cn a::cc|at|cn: bu||t uc cve( t|me l(cm
acve(t|:|nu me::aue:, Jc(c cl mcut|, anc ce(:cna|
exce(|ence
On ave(aue, ac(c:: a J|ce (anue cl cateuc(|e: |n manv
c|lle(ent ccunt(|e:, a(cunc tJc-t||(c: cl cecc|e |ncJ
J|at b(anc t|ev Jant tc buv belc(e t|ev uc |ntc t|e
:tc(e /bcut t|(ee-uua(te(: cl t|e:e '|ntence(:¨ lc||cJ
t|(cuu| cn t|e|( c|an: Fc( :|ccce( ma(|et|nu tc be
ellect|ve, t|en, |t neec: tc Jc(| J|t| t|e c(ec|:cc:|-
t|cn: cecc|e b(|nu J|t| t|em tc t|e :tc(e lJc b(cac
:t(ateu|e: t|at can be emc|cvec tc ellect t||: a(e
|cent|¦cat|cn anc c|:(uct|cn
Stroteçj #J: /Jent|hcot|on
Fc( b(anc: t|at a(e t|e c(ele((ec c|c|ce cl manv
ccn:ume(:, t|e |ev cc|nt-cl-cu(c|a:e ta:| |: tc ma|e
t|em a: ea:v a: cc::|b|e lc( :|ccce(: tc ¦nc ln a
b(|c|:-anc-mc(ta( :tc(e, t|e |ccat|cn, :ca|e, anc
v|:|b|||tv cl t|e ¦xtu(e, a: Je|| a: t|e |ccat|cn anc
c(cm|nence cl t|e b(anc J|t||n t|e ¦xtu(e, a(e e::en-
t|a| lactc(:, a: |: t|e ab|||tv cl t|e ccn:ume( tc |n:tant|v
|cent|lv t|e b(anc / c|anue |n a b(anc: |ccat|cn c(
a :|un|¦cant |nc(ea:e |n |t: c(|ce mav unce(m|ne t||:
:t(ateuv bv cau:|nu :|ccce(: tc |e:|tate anc ccn:|ce(
a|te(nat|ve: /nc cl ccu(:e, |n t|e execut|cn cl an
|cent|¦cat|cn :t(ateuv, t|e u|t|mate :|n |: tc be cut cl
:tcc|
we ojten o0serve o como|ete |oc| oj
|nteçrot|on 0etween |n-store onJ out-
oj-store oct|v|tj.
26
Usine ln-Store Nedia
Sc aua|n:t t|e tJc b(cac :t(ateu|e: cl |cent|¦cat|cn
anc c|:(uct|cn, J|at (c|e cc |n-:tc(e mec|a |ave
tc c|av` l|e alc(ement|cnec De|c|tte (ecc(t :uu-
ue:t: t|at ':tc(e: :|cu|c be t|cuu|t cl |||e anv ct|e(
ma(|et|nu mec|a,¨ but t|e bu:v env|(cnment cl a (eta||
cut|et |: nc c|ace lc( t|e euu|tv-bu||c|nu Jc(| t|at can
be acccmc||:|ec cut:|ce cl t|e :tc(e w|||e :|cc-
c|nu, cecc|e a(e |n a c|lle(ent m|nc:et t|an J|en t|ev
a(e Jatc||nu lv c( (eac|nu a maua.|ne lv acve(t|:|nu
Jc(|: becau:e |t c(cv|ce: b(|el mcment: cl ente(ta|n-
ment |n a ccntext J|e(e t|e v|eJe( |: |cc||nu tc be
ente(ta|nec P(|nt acve(t|:|nu Jc(|: becau:e |t c(c-
v|ce: |nlc(mat|cn c( enuauement |n a mec|um J|e(e
t|e (eace( |: |cc||nu tc be |nlc(mec c( enuauec
ln :|tuat|cn: J|e(e :|ccce(: Jant tc be |nlc(mec,
enuauec, c( ente(ta|nec, :cme neJ lc(m: cl |n-:tc(e
mec|a mav Jc(| Je||, but clten :|ccce(: cc nct Jant
tc be c|:t(actec w|||e buv|nu b(ea|la:t ce(ea|, :|cc-
ce(: ccnt Jant tc be (eua|ec J|t| ccu lccc ac:, a
|e::cn t|at lnte(net ma(|ete(: |ea(nt :cme t|me auc
I|e 0usj env|ronment oj o reto|| out|et
|s no o|oce jor t|e eou|tj-0u||J|nç wor|
t|ot con 0e occomo||s|eJ outs|Je oj t|e
store.
ccmmun|cate :cec|¦c me::aue: but becau:e t|ev a(e
c|:t|nct|ve anc |n:tant|v (eccun|.ab|e Unce(:tanc|nu a
b(anc: cc(e |ccncu(ac|v anc ma||nu |t v|:|b|e ac(c::
a|| ma(|et|nu mate(|a| |: a ccJe(lu| anc unce(|eve(-
auec Jav cl ccnnect|nu |n-:tc(e anc cut-cl-:tc(e
ma(|et|nu
Pac|au|nu, t|e(elc(e, can c|av a |ev (c|e |n bct| |cen-
t|¦cat|cn anc c|:(uct|cn ln C||na, Pec:| |a: (ecent|v
mace t|e bc|c anc c|:(uct|ve mcve cl |nt(ccuc|nu a
(ec can - a c|(ect c|a||enue tc Cc|e: cJne(:||c cl
t|at cc|c( Pec:|: cec|:|cn tc 'Cc Pec lc( leam C||na¨
|a (ele(ence tc t|e ucccm|nu Be|||nu O|vmc|c:) ca((|e:
a ccJn:|ce, t|e cc::|b|||tv cl |mcec|nu |cent|¦cat|cn cl
t|e b(anc amcnu |cva| Pec:| c(|n|e(:, but |t mav a|:c
c(event Cc|e l(cm cement|nu |t: a::cc|at|cn J|t| t|e
cc|c( (ec |n t|e va:t C||ne:e ma(|et
w|||e a c|anue |n cac|au|nu |: bv ce¦n|t|cn c|:(uct|ve,
a c|anue t|at |e|c: tc :tanca(c|.e b(anc|nu ac(c::
c(ccuct: mav u|t|mate|v |mc(cve |cent|¦cat|cn w|en,
|n 2006, Bave( /:c|(|n (evamcec cac|au|nu ac(c::
t|e|( ent|(e US c(ccuct ||ne, t|e|( uca| Ja: nct cn|v tc
uccate t|e b(anc: |cc| but a|:c tc :|mc||lv t|e |cen-
t|¦cat|cn cl ||ne exten:|cn: l|e uccatec cac|au|nu,
ce:|unec bv t|e lO De:|un C(cuc, accea(: tc |ave
acccmc||:|ec t|at uca| /: cl /uuu:t 2007, tcta| :a|e:
lc( t|e b(anc Je(e uc 9 ce(cent cve( t|e c(ev|cu:
vea(
D|:t|nct|ve c( ncn-t(ac|t|cna| cac|au|nu can a|:c c|lle(-
ent|ate b(anc:, even |n cateuc(|e: :uc| a: c|ct||nu Fc(
examc|e, |n t|e vcut| cen|m cateuc(v, S|mac| |ean:
a(e :c|c |n :|cebcxe:, J|||e lmce(|a| 1un||e |ean: a(e
cac|auec |n cc|c(lu| c|a:t|c cac:u|e:
w|||e c(|ma(v b(anc ccmmun|cat|cn neec: tc ta|e
c|ace e|:eJ|e(e, cac|au|nu anc ct|e( cc|nt-cl-:a|e
mate(|a| can be u:ec tc evc|e c(ev|cu: me::aue:,
t|e(ebv extenc|nu t|e |nluence cl a b(anc: cut-cl-
:tc(e ccmmun|cat|cn tc t|e :tc(e :|e|l lcea||v t|e:e
ccnnect|cn: :|cu|c be t|cuu|t t|(cuu| a|eac cl t|me,
J|en t|e cut-cl-:tc(e camca|un |: c(eatec, a: |t J|||
clten be mc(e c|l¦cu|t anc |e:: ellect|ve tc ccnnect
(eta|| act|v|tv tc an ac camca|un t|at Ja: ccnce|vec |n
|:c|at|cn
27
l|e nct|cn cl ent|c|nu t|e :|ccce( |: nct ccmcat|b|e
J|t| t|e |cea t|at t|e (eta|| env|(cnment |: a c|ace
J|e(e manulactu(e(: can bcmba(c ccn:ume(: J|t|
auu(e::|ve ma(|et|nu me::aue: l|e |e::cn: l(cm t|e
Jc(|c cut:|ce t|e :tc(e a(e c|ea( Ccmmun|cat|cn: a(e
mc:t ellect|ve J|en t|ev ¦t t|e neec: anc mccc: cl
ccn:ume(: S|ccce(: J|c a(e cn a m|::|cn J||| be
|accv J|en b(anc cJne(: anc (eta||e(: ma|e |t ea:v
lc( t|em tc ¦nc t|e b(anc: t|ev Jant S|ccce(: |n
an ccen-m|ncec, |nuu|(|nu mccc J||| be c|ea:ec tc
enccunte( u:elu|, (e|evant |nlc(mat|cn cn a|te(nat|ve
c|c|ce: /nc :|ccce(: J|t| a leJ m|nute: tc :ca(e
mav en|cv :cenc|nu t|at t|me exc|c(|nu neJ b(anc:
anc cateuc(|e: |l t|e:e a(e c(e:entec |n an enuau|nu
Jav
The Shopper. Same Person, 0ifferent Context
we neec tc |nteu(ate cu( t||n||nu anc cu( act|cn: :c
t|at J|at Je cc |n t|e :tc(e ccveta||: J|t| J|at Je
cc cut:|ce / :|ccce( cce: nct ex|:t cn|v J|t||n t|e
(eta|| env|(cnment, but |: :|mc|v a ce(:cn |n a :cec|¦c
ccntext J|t| a ca(t|cu|a( m|nc:et
l|e(e a(e tJc |ev: tc un|cc||nu t|e ccJe( cl :|cc-
ce( ma(|et|nu l|e ¦(:t |: tc ceve|cc ccmmun|cat|cn:
J|t||n t|e cc|nt cl cu(c|a:e t|at ac|ncJ|ecue t|at
t|e m|nc:et anc mct|vat|cn cl a ce(:cn :|ccc|nu a(e
ve(v c|lle(ent l(cm t|e m|nc:et cl :cmecne Jatc||nu,
(eac|nu, c( ||:ten|nu tc ac: at |cme l|e :eccnc |: tc
bu||c c(e:ence |n t|e :tc(e, J|t| a (cbu:t unce(:tanc-
|nu cl t|e b(anc a::cc|at|cn: t|at a|(eacv ex|:t |n t|e
m|nc: cl ccn:ume(: a: t|e (e:u|t cl ccmmun|cat|cn
cut:|ce cl t|e :tc(e
S|ccce( ma(|et|nu :|cu|c be a :eam|e:: ca(t cl t|e
ma(|et|nu c|:c|c||ne, ccn:|ce(ec anc ceve|ccec |n
ccn|unct|cn J|t| a|| t|e ct|e( ma(|et|nu e|ement:
l|e(e |: a |uue cccc(tun|tv lc( t|c:e J|c (eac| cut
tc ac||eve t||:
To read more about shopper marketine, p|ease visit
www.mb-b|oe.com.
ln a ta:|-c(|ven :|ccc|nu env|(cnment, ccmmun|cat|cn
mu:t be t|u|t|v lccu:ec J|t| :|c(t, c|ea(, (e|evant
me::au|nu, :ee||nu e|t|e( tc (e||nc|e ex|:t|nu b(anc
a::cc|at|cn: c( tc c(e:ent a :|mc|e, ccmce|||nu (ea:cn
tc c|cc:e a b(anc ln :cme cateuc(|e:, J|e(e unce(ta|n
ccn:ume(: lace a J|ce (anue cl c|c|ce:, a|c: tc
cec|:|cn ma||nu J||| be acc(ec|atec Fc( examc|e,
|n-:tc(e uu|cance t|at |e|c: :|ccce(: |cent|lv J|ne:
accc(c|nu tc leatu(e: :uc| a: c(|ce, (eu|cn, u(ace, c(
menu ccmcat|b|||tv |a: been (ecc(tec tc |nc(ea:e
cateuc(v :a|e: bv a: muc| a: 20 ce(cent
Stroteçj #J: Ent|cement
l|e(e |: a t||(c |ev |n-:tc(e :t(ateuv, 'ent|cement,¨ u:ec
bv bct| (eta||e(: anc b(anc cJne(: tc enccu(aue :|cc-
ce(: tc exc|c(e cateuc(|e: t|ev mav nct |ave been
t||n||nu abcut J|en t|ev ente(ec t|e :tc(e v|a :tc(e
|avcut, c(e:entat|cn, ce:|un, anc ||u|t|nu, :|ccce(: can
be enccu(auec tc :cenc mc(e t|me b(cJ:|nu
/n o tos|-Jr|ven s|ooo|nç env|ronment.
commun|cot|on must 0e t|ç|t|j jocuseJ
w|t| s|ort. c|eor. re|evont messoç|nç.
/ numbe( cl ma|c( US :uce(ma(|et u(cuc: a(e (e-
|nvent|nu t|em:e|ve: a: mc(e (e|axec anc ccmlc(tab|e
c|ace: tc :|cc, a: t|ev (ea||.e t|at t|e u|ant c|:ccunte(
wa|-|a(t |: nct uc|nu tc be beaten at |t: cJn uame
l|e US ccmcanv SaleJav (ecent|v ce|eb(atec t|e
ccnve(:|cn cl |t: T,000
t|
:tc(e tc t|e neJ 'L|le:tv|e¨
lc(mat l||: neJ :tc(e lc(mat leatu(e: uua||tv ce(|:|-
ab|e ceca(tment:, c(eca(ec lccc:, anc ||u|-enc
c(|vate |abe|: |n an atmc:c|e(e mace Ja(m anc
|nv|t|nu t|(cuu| |t: ||u|t|nu, cecc(, cc|c( :c|eme:,
anc Jccc lcc(:
la|en tc an ext(eme, ent|cement can beccme a lc(m
cl '(eta||-ta|nment¨ l|e uueue: t|at lc(m cut:|ce t|e
/cc|e Stc(e cn F|lt| /venue c(cv|ce a v|:|cn cl J|at |:
cc::|b|e |l vcu :e|| a ce:|(ab|e c(ccuct (anue |n a ccm-
ce|||nu (eta|| env|(cnment
28
N l L L W A P 0 ß P D W N ' S P D V
J a n u a r y 2 0 0 8
What's the
Word?
Scu((ec cn bv t|e
(ea||.at|cn t|at nc
acve(t|:|nu can matc|
t|e |mcact cl an
un:c||c|tec te:t|mcn|a|,
ma(|ete(: a(cunc t|e
Jc(|c a(e :ee||nu Jav:
tc |eve(aue t|e ccJe(
cl Jc(c cl mcut| But |l
t|ev uc tcc la( |n t(v|nu
tc man|cu|ate t||: lc(m
cl ccmmun|cat|cn, t|ev
(|:| nct cn|v neuat|nu
|t: bene¦t but tu(n|nu
|t aua|n:t t|e|( b(anc
Sc |cJ can t|e ccJe(
cl ce(:cna| (eccm-
mencat|cn be manauec
ellect|ve|v lc( b(anc-
bu||c|nu`
Pecc|e ta|| tc eac| ct|e( l|at: nct||nu neJ But |nc(ea:|nu numbe(: cl
ma(|ete(: a(e ncJ :ee|nu an cccc(tun|tv lc( Jc(c cl mcut| |wO|) tc c|av
a mc(e c(cm|nent (c|e |n t|e|( ccmmun|cat|cn: c|an w|v`
F|(:t, t|e(e |: ||tt|e ccubt t|at Jc(c cl mcut| cce: (e|ate tc :a|e: anc b(anc
ce(lc(mance P(c|ect: ccncuctec bv ||||Ja(c B(cJn ¦nc wO| tc be cne
cl t|e mc:t |nluent|a| tcuc| cc|nt: |n c(eat|nu b(anc cemanc anc |nlc(m|nu
t|e cec|:|cn: cl cecc|e act|ve|v :|ccc|nu a cateuc(v
Seccnc, t|e(e |: uccc (ea:cn tc be||eve t|at Jc(c cl mcut| |a: mc(e |nlu-
ence tccav t|an |t c|c c(ev|cu:|v l|(ee lactc(: |ave |nc(ea:ec t|e (e|at|ve
|mcact cl wO| |n tccav: ma(|etc|ace |nc(ea:ec ccn:ume( c|:t(u:t cl t(a-
c|t|cna| ma(|et|nu ccmmun|cat|cn:, a mu|t|c||c|tv cl b(anc c|c|ce: |n mc:t
c(ccuct anc :e(v|ce cateuc(|e:, anc |nc(ea:ec :ceec anc b(eact| cl c|:ce(-
:|cn cl |nlc(mat|cn v|a neJ ccmmun|cat|cn tec|nc|cu|e:

0efnine Word of Nouth
C|cuc|nu mc:t c|:cu::|cn: cl Jc(c cl mcut| |: a |ac| cl c|a(|tv a: tc J|at
exact|v |: meant bv t|e te(m we u:e 'Jc(c cl mcut|¨ tc (ele( tc a|| t|e
ccmmun|cat|cn abcut b(anc: t|at ta|e: c|ace cn a ccn:ume(-tc-ccn:ume(
|eve| ln t|e c(e:ent cav, t||: uce: la( bevcnc ccnve(:at|cn: at t|e Jate(
ccc|e( c( ||tc|en tab|e tc |nc|uce ccmmun|cat|cn :ent v|a e-ma|| anc mc-
b||e c|cne:, anc :|a(ec t|(cuu| cn||ne ccmmun|t|e: anc b|cu:
we :eca(ate t|e:e 'C-tc-C¨ me::aue: |ntc tJc tvce:, accc(c|nu tc t|e|(
ccntent Bu.. anc /cvccacv Bu.. (elect: |nte(e:t |n :cmet||nu neJ, ccc|,
c|lle(ent, c( c(cvccat|ve, anc lc(m: a :cc|a| cu((encv, enccu(au|nu 'ca::-
a|cnu¨ l(cm cne ce(:cn tc anct|e(, e:cec|a||v J|en |t ccme: l(cm a t(u:tec
:cu(ce /cvccacv |: Jc(c-cl-mcut| ccmmun|cat|cn - cc:|t|ve c( neuat|ve
- lccu:ec cn a b(anc anc |t: me(|t: w|||e Bu.. mav |nluence cu(c|a:e
amcnu t|c:e J|c |||e tc |eec uc J|t| cu((ent t(enc:, /cvccacv |: mc(e
|||e|v tc :Jav b(anc c|c|ce |n t|e :|c(t te(m
ln te(m: cl |nluenc|nu cu(c|a:e, Je be||eve t|e ccJe( cl a u|ven c|ece cl
Jc(c cl mcut| |: c|(ect|v (e|atec tc t|(ee lactc(:
T l|e c(cx|m|tv cl t|e cu(c|a:e cec|:|cn
2 l|e cu(c|a:e(: neec lc( acv|ce
3 l|e ce(ce|vec (e||ab|||tv cl t|e :cu(ce
l|e(elc(e, J|en a ccnlu:ec anc anx|cu: :|ccce( (ece|ve: a (ec-
cmmencat|cn l(cm :cmecne |e (eua(c: a: |ncJ|ecueab|e anc
Nigel Hollis
Chief Global Analyst
Millward Brown
nigel.hollis@us.millwardbrown.com
www.millwardbrown.com
www.mb-blog.com Or|µ|na||v |ssuec /pr|| 2006
Pev|sec 1anuarv 2008
29
we can |vcct|e:|.e t|at t|e ccJe( cl cn||ne Jc(c
cl mcut| |: c|m|n|:|ec bv bct| t|e (ece|ve(: |ac| cl
|ncJ|ecue abcut J|c |: c(cv|c|nu acv|ce, anc t|e
c(cv|ce(: |ac| cl |ncJ|ecue abcut J|c |: (ece|v|nu |t
Sc J|en can cn||ne wO| act a: a :a|e: c(|ve(`
F|(:t, J|en m|n|ma| (|:| |: |nvc|vec La:t Octcbe(, J|en
t|e B(|t|:| banc Pac|c|eac (e|ea:ec t|e|( /^ |.^0cu·
a|bum cn||ne anc a||cJec lan: tc cec|ce |cJ muc| tc
cav lc( t|e ccJn|cac, t|e mcve c(ccucec a t|ca| Jave
cl Bu.. Seccnc, J|en t|e wO| (ece|ve( |a: (ea:cn
tc be||eve t|e acv|ce clle(ec |: (e|evant anc :|nce(e
Sc acv|ce clle(ec |n a c|at (ccm cl a:t|ma :ulle(e(:
|: mc(e |||e|v tc be |ucuec t(u:tJc(t|v t|an an ancnv-
mcu: cc:t cn a t(ave| :|te
w|||e mc:t ma(|ete(: |||e tc lccu: cn t|e uc:|ce
cctent|a| cl Jc(c cl mcut|, |t a|:c |a: a neuat|ve
l|c :|ce Neuat|ve wO| |: t|cuu|t tc |ave u(eate(
|cnuev|tv anc c|:ce(:|cn t|an cc:|t|ve, :c c(cb|em:
mu:t be acc(e::ec uu|c||v anc ellect|ve|v ln t|e
:c(|nu cl 2007, l|e ve(ce C(cuc ccncuctec a :tucv
cn t|e (eta|| :|ccc|nu exce(|ence |n t|e Un|tec State:,
J||c| lcunc t|at cne cut cl t|(ee :|ccce(: J||| te||
l(|enc: abcut c(cb|em: exce(|encec J|t| a ca(t|cu|a(
:tc(e Ha|l cl t|c:e :u(vevec :a|c t|at t|ev Jcu|c nct
v|:|t a ca(t|cu|a( :tc(e becau:e cl neuat|ve Jc(c cl
mcut|

0esienine a Word-of-Nouth Strateey
Sc |cJ cc vcu c(alt a :t(ateuv tc |a(ne:: Jc(c cl
mcut|` l|e lc||cJ|nu ¦ve uu|ce||ne: a(e ba:ec cn cu(
cb:e(vat|cn: cl J|at Jc(|: anc J|at cce: nct
||sten. w|o |s soj|nç w|ot²
Fc(uet t|e |cea t|at t|e(e |: an e||te u(cuc cl t(enc:et-
te(: J|c :|ace cu( v|eJ: cn ||le anc t|e un|ve(:e Ycu
neec tc ¦nc cut J|c |: |mcc(tant |n vcu( cateuc(v
l|e numbe( cl Jc(c-cl-mcut| 'C|amc|cn:¨ - cecc|e
J|c ta|| tc manv ct|e(:, J|c |ncJ a |ct abcut a
|ncecencent, |e |: mc(e |||e|v tc act cn t|at acv|ce
t|an |e |: tc |eec :uuue:t|cn: l(cm a v|(a| ma(|et|nu
c|ece lc(Ja(cec l(cm a l(|enc cl a l(|enc

Dn|ine WDN. The Neasurab|e Tip of the
lcebere
ln t|e ceve|ccec Jc(|c, muc| cl t|e |nte(e:t |n Jc(c
cl mcut| cente(: cn t|e web a: a lc(um lc( :|a(|nu
|nlc(mat|cn anc acv|ce HcJeve(, J|||e cn||ne wO|
|: exten:|ve|v mea:u(ec, |t ccmc(|:e: cn|v a l(act|cn
cl t|e acvccacv cut t|e(e / 2007 :u(vev ccncuctec
bv ||||Ja(c B(cJn |n t|e Un|tec State: anc t|e Un|tec
K|nuccm :uuue:tec t|at (e|at|ve|v leJ cecc|e u:e
|nlc(ma| :cu(ce: cl cn||ne |nlc(mat|cn |me::aue
bca(c:, b|cu:, etc) tc uu|ce t|e|( cu(c|a:e cec|:|cn:,
t|e ma|c(|tv cl :|ccce(: tu(n tc l(|enc:, ne|u|bc(:
anc cc||eauue: lc( acv|ce
United Kingdom
Cars
64
15
%
53
39
14
4
Mobile Phones Household Cleaning
Products
United States
Car Insurance
64
16
58
48
14
19
Vacation Destinations Digital Cameras
Personal Contacts Informal Online
%
4|| t|e successju| 0ronJs t|ot çrew
t|rouç| worJ oj mout| |oJ one t||nç
|n common - t|ej orov|JeJ o çreot
0ronJ exoer|ence.
Sources of lnformation Used
30
b(anc, t|e|( lee||nu: J||| ccJe( Jc(c cl mcut| -
anc J|en vcu c|:accc|nt t|em, t|at Jc(c cl mcut|
mav be neuat|ve Fc( examc|e, t|e |Pcc, J|||e beccm-
|nu a b(anc |ccn, |a: been t|e cente( cl muc| cub||c|v
c|:cu::ec c|:ccntent w|en |t Ja: c|:ccve(ec t|at t|e
batte(v |n t|e |Pcc ccu|c nct be (ec|acec, |cva| b(anc
u:e(: :et uc web :|te: tc c(cte:t /cc|e tcuc|ec cll
anct|e( ccnt(cve(:v |a:t Sectembe( bv (ecuc|nu t|e
c(|ce cl t|e |P|cne |n t|e Un|tec State: bv 33 ce(cent
/ :tc(m cl c(cte:t en:uec amcnu t|c:e J|cc a|(eacv
cu(c|a:ec t|e cev|ce, J|c le|t t|evc been cucec |ntc
cav|nu an 'ea(|v acccte( tax¨
w|en c(cb|em: cc ceve|cc, uccc CP| anc mcn|tc(-
|nu :v:tem:, bct| cn||ne anc cll, J||| :e(ve a: ea(|v
Ja(n|nu :v:tem: tc |e|c vcu (emecv t|e :|tuat|cn
belc(e neuat|ve Jc(c cl mcut| |a: t|e c|ance tc
:c(eac SJ|lt (emec|at|cn cl a neuat|ve exce(|ence |:
nct cn|v vcu( be:t celen:e, but mav actua||v (e:u|t |n
cc:|t|ve wO| |l cu:tcme( excectat|cn: a(e exceecec
See| wojs to nurture oos|t|ve worJ oj mout|
lcent|lv J|at J||| (e:cnate mc:t J|t| t|e u:e(: J|c
a(e a|(eacv J||||nu tc (eccmmenc vcu( b(anc, anc
t|en accentuate |t w|at ma|e: vcu( c(ccuct c(
:e(v|ce un|uue tc t|em` w|at can vcu u|ve b(anc
ent|u:|a:t: tc ta|| abcut` ll t|e(e |: ||tt|e c|lle(ent|at|cn
|n t|e cateuc(v, J|at cau:e: m|u|t be (e|evant bct|
tc cctent|a| t(an:m|tte(: anc tc vcu( b(anc: cc:|t|cn-
|nu` Dcve: C.^0.o^ /c/ |e.| 3e.a//, ccnce|vec |n
(e:ccn:e tc Jcmen: l(u:t(at|cn J|t| t|e unatta|nab|e
:tanca(c: c(c|ectec bv t|e beautv anc la:||cn |ncu:-
t(|e:, |a: (eac|ec Jcmen anc u|(|: a(cunc t|e Jc(|c
t|(cuu| acve(t|:|nu, cut(eac| c(cu(am:, anc a web
:|te Bv a|(|nu a t|cuu|t-c(cvc||nu 45-:eccnc ac
ca||ec |//|e O/|· cu(|nu t|e 2006 US Suce( BcJ|,
Un||eve( uua(anteec t|at t|e camca|un Jcu|c uet
attent|cn anc be ta||ec abcut l|e Bu.. uene(atec bv
t|at ac c|acement |e|cec cave t|e Jav lc( t|e :ucce::
cl :ub:euuent v|(a| ¦|m: :uc| a: |.c|a/c^ anc
0^·|.ao'/
cateuc(v anc J|c (eua(c t|em:e|ve: a: ce(:ua:|ve
- J||| va(v bv cateuc(v Fc( |n:tance, B|PB: la(uet
C(cuc lncex te||: u: t|at |n t|e Un|tec K|nuccm, 56
ce(cent cl cecc|e a(e C|amc|cn: lc( c|ct||nu, 48
ce(cent lc( a|cc|c||c c(|n|:, anc cn|v T2 ce(cent lc(
¦nanc|a| :e(v|ce:
L|:ten|nu tc J|at |: be|nu :a|c ncJ J||| u|ve vcu t|e
be:t |cea cl J|at m|u|t :t|mu|ate cc:|t|ve Jc(c cl
mcut| |n t|e lutu(e lt can a|:c ||u|||u|t :|un|¦cant
|::ue: J|t| cu:tcme( exce(|ence anc :uuue:t
|mc(cvement: |n vcu( c(ccuct, ca|| cente( c(ccecu(e:
c( web :|te Neuat|ve ccmment: mace bv a cu((ent
b(anc u:e( mav nct cn|v c|::uace cctent|a| u:e(: but
a|:c :|una| a lutu(e celect|cn
5e sure t|ot jour 0ronJ exoer|ence con stonJ uo to
scrut|nj
/|| t|e :ucce::lu| b(anc: t|at u(eJ t|(cuu| Jc(c cl
mcut| |ac cne t||nu |n ccmmcn l|ev c(cv|cec a
u(eat b(anc exce(|ence Cccu|e, |Pcc, anc Sta(buc|:
a|| :et cut tc :e(ve a :cec|¦c neec anc c|c |t Je|| -
bette(, |n lact, t|an t|e|( cu:tcme(: excectec
/: a (e:u|t, t|c:e cecc|e :c(eac t|e Jc(c cn t|e
b(anc: be|a|l ln t|e Un|tec State:, t|e (e:tau(ant
c|a|n C||cct|e |ex|can C(||| ac||evec ccub|e-c|u|t
u(cJt| (ate: lc( n|ne vea(: |n a (cJ J|t|cut anv
te|ev|:|cn acve(t|:|nu, |n:teac (e|v|nu cn cu:tcme(: tc
(eccmmenc t|e c|a|n tc t|e|( l(|enc:
But t|e ccJe( cl acvccacv cut: bct| Jav: w|en
cecc|e ceve|cc an emct|cna| attac|ment tc vcu(
IroJ|t|ono| 0rooJcost meJ|o ore not t|e
enem|es oj worJ oj mout|.
Word-of-Nouth Champions by Cateeory
Clothes
10
8
6
4
2
Alcoholic Drinks Financial Services
Germany Great Britain France
Base: All adults. Data from TGI Europa 2007, copyright BMRB
%

C
h
a
m
p
i
o
n
s
,

b
y

C
o
u
n
t
r
y
31
keeo |t reo|
l|e ccJe( cl Jc(c cl mcut| |: lcuncec |n t(u:t -
t(u:t t|at t|e ce(:cn clle(|nu t|e acv|ce |a: t|e
(ece|ve(: be:t |nte(e:t: at |ea(t ll a b(anc |: cauu|t
t(v|nu tc la|e cc:|t|ve wO| c( u:e |t tc act|ve|v c(c-
mcte ma(|et|nu ccmmun|cat|cn, t|e bac||a:| J||| be
¦e(ce Be|nu lcunc cut J||| |ave a ccub|e |mcact
l|e |c:: cl t(u:t (elect: nct |u:t cn t|e b(anc, but a|:c
cn t|e cuce: J|c |ac c(ev|cu:|v (eccmmencec |t
v|c|v Labc(atc(|e:, a un|t cl LO(ea|, Ja: ab|e tc
(eccve( l(cm t|e|( 'C|a|(e: B|cu¨ cebac|e |n 2005,
but alte( t|e mu|t|c|e 'lcu¨ :tc(|e: cl 2006, |nc|uc|nu
Scnv anc wa|-|a(t, t|e b|cuu|nu cub||c |: |e:: |||e|v tc
be lc(u|v|nu cl :uc| b|unce(: |n t|e lutu(e
C|oose jour commun|cot|on c|onne| oooroor|ote|j
l(ac|t|cna| b(cacca:t mec|a a(e nct t|e enem|e:
cl Jc(c cl mcut| B(anc acvccate: a(e clten mc(e
|nte(e:tec |n t|e|( cateuc(v t|an ct|e( u:e(:, anc a: a
(e:u|t a(e clten mc(e aJa(e cl a|| lc(m: cl ccmmun|-
cat|cn l|ev J||| maun|lv even vcu( t(ac|t|cna| me::au|nu
|l |t :t(||e: t|e (|u|t c|c(c Sc |l vcu Jant tc c(alt a
Jc(c-cl-mcut| :t(ateuv, ¦(:t ¦uu(e cut J|at |: uc|nu
tc (e:cnate J|t| vcu( auc|ence, t|en ta(uet t|em J|t|
t|e mc:t acc(cc(|ate c|anne|:, cn||ne c( cll|ne
To read more about word of mouth,
visit www.mb-b|oe.com.
P(ccte( anc Camb|e c|c:e a c|lle(ent acc(cac| tc
uene(ate Bu.. lc( t|e|( l|e(maCa(e Heat w(ac b(anc
l|ev a|:c :et cut tc acc(e:: a ccnce(n exc(e::ec bv
Jcmen - t|e J|:| t|at men ccu|c bette( unce(:tanc
Jcmen: men:t(ua| ca|n - but |n:teac cl u:|nu t(ac|-
t|cna| ma:: mec|a tc (eac| t|e|( ta(uet, t|e ccmcanv
:cent 1T m||||cn cn an |((eve(ent v|(a| camca|un ca||ec
|e^ u/' C/.^0· l|e camca|un leatu(ec a web :|te
J|t| v|cec ccntent, |nc|uc|nu a 'cccumenta(v¨ cn |cJ
ma|e c(amc: |ave allectec ||:tc(v w|||e |t uene(atec
a m||c lu((v cl act|v|tv |n t|e c(e:: anc b|cu: |n
Decembe( 2006, t|e camca|un att(actec (e|at|ve|v
||tt|e attent|cn cve(a|| l||: |||u:t(ate: t|e ||m|tat|cn: cl
v|(a| camca|un:, ca(t|cu|a(|v J|en t|ev a(e nct ||c|-
:ta(tec c( amc||¦ec |n t(ac|t|cna| mec|a c|anne|:
/ |e:: ecuv, but a|:c |e:: (|:|v acc(cac| |: tc lccu: cn
c(eat|nu c|(ect |nvc|vement J|t| vcu( b(anc t|(cuu|
acv|:c(v cane|:, exc|u:|ve:, |cva|tv anc membe(
:c|eme: le:t neJ |cea: cut J|t| vcu( ex|:t|nu c(ccc-
nent: anc ||:ten tc t|e|( (eact|cn P&C: O|av Peuene(|:t
b(anc (ec(u|tec ccn:ume(: tc an acv|:c(v cane| tc
|e|c c(alt t|e Jc(c-cl-mcut| me::au|nu t|at Ja: |ate(
u:ec tc |aunc| t|e b(anc
4|t|ouç| on||ne worJ oj mout| |s
extens|ve|j meosureJ. |t comor|ses
on|j o jroct|on oj o|| worJ-oj-mout|
oJvococj.
32
N l L L W A P 0 ß P D W N ' S P D V
F e b r u a r y 2 0 0 8
Narketine
Effectiveness.
lt's Nore Than
Just PDl
L|n||nu ma(|et|nu tc
¦nanc|a| ce(lc(mance
|: nct ncJ - nc( |a:
|t eve( (ea||v been
- :c|e|v abcut (etu(n
cn |nve:tment |POl)
Ouant|lv|nu t|e (etu(n
ac||evec bv ma(|et|nu
act|v|t|e: |: a nece::a(v
:tec |n t|e c(cce:: cl
ccnnect|nu ma(|et|nu
tc ¦nance, but |: nct,
|n |t:e|l, :ul¦c|ent lc(
unce(:tanc|nu |cJ
ma(|et|nu |e|c: tc
ac||eve bu:|ne::
cb|ect|ve: c( |cJ
|t: ccnt(|but|cn can
be |mc(cvec
l|e ta:| cl tv|nu ma(|et|nu |nve:tment tc bu:|ne:: ce(lc(mance |: :e(|cu:
bu:|ne::, but tcc clten |t |: (ecucec tc bu..Jc(c: le(m: |||e POl, cu:tcme(
va|ue, anc cct|m|.at|cn a|| |ave mean|nu anc (e|evance, but a(e clten u:ec
|mc(ec|:e|v tc c(cmcte ve(v :cec|¦c :c|ut|cn: tc b(cac bu:|ne:: |::ue: De-
cace: auc, J|en leJ Je(e cav|nu attent|cn tc t|e neec tc ccnnect ma(|et-
|nu tc ¦nance, |t mav |ave been excu:ab|e tc u:e :uc| :emant|c |cc|: tc
u(ab attent|cn But ncJ t|at t|e(e |: an accectec mancate tc unce(:tanc
anc mea:u(e t|e ¦nanc|a| |mcact cl ma(|et|nu, |t: t|me tc ta|e a mc(e
c|:c|c||nec acc(cac|
PDl versus Narketine Effectiveness
l|e ccncect cl POl |: :t(a|u|tlc(Ja(c /n POl ana|v:|: cete(m|ne: J|et|e(
va(|cu: |nve:tment: ac||eve :at|:lactc(v (etu(n: (e|at|ve tc ct|e( u:e: cl
ca:| lc J|t l: camca|un /, a c(ccuct-ba:ec acve(t|:|nu camca|un, a bet-
te( u:e cl ca:| t|an camca|un B, a b(anc-bu||c|nu camca|un` /nc cce:
e|t|e( camca|un ea(n mc(e mcnev lc( t|e ccmcanv t|an ccu|c be mace
bv |nve:tment: |n c|v:|ca| c|ant anc euu|cment, c( bv :|mc|v accect|nu t|e
ma(|et (ate cl (etu(n lc( ca:| |nve:tment:`
w|et|e( exc(e::ec a: a ce(centaue ||e, (etu(n|nve:tment) c( a: t|e net
c(e:ent va|ue |NPv) cl a :t(eam cl ca:| lcJ: cve( t|me, POl ana|v:|: |: an
|mcc(tant ccmccnent cl t|e cve(a|| c(cce:: cl ||n||nu ma(|et|nu tc ¦nance
But |t |:nt a :ub:t|tute lc( unce(:tanc|nu |cJ ma(|et|nu Jc(|: tc ac||eve
bu:|ne:: cb|ect|ve:
lmc(cv|nu ma(|et|nu ellect|vene:: (euu|(e: c|a(|lv|nu t|e :t(ateu|c |ntent cl
a|| t|e ma(|et|nu |nve:tment: an c(uan|.at|cn ma|e:, a||un|nu t|e c(uan|-
.at|cn tc ce||ve(, anc mea:u(|nu t|e ceu(ee tc J||c| t|c:e cb|ect|ve: a(e
met Bv t|e|( natu(e, manv cl t|e:e bu:|ne:: |::ue: ccnt ¦t neat|v |ntc t|e
l(ameJc(| cl POl, but t|e c(cce:: cl exam|n|nu t|em :t||| ca||: cut lc( a:
muc| (|uc( a: cc::|b|e
l||: |:nt me(e|v a :emant|c |::ue Unce(:tanc|nu t|e c|lle(ence betJeen
mea:u(|nu POl anc cct|m|.|nu ma(|et|nu ellect|vene:: |: a: |mcc(tant a:
c|:t|nuu|:||nu betJeen a tcc| anc a tcc| ||t, a c(cce:: anc an cutccme, an
ana|vt|ca| tec|n|uue anc a bu:|ne:: :c|ut|cn C(|t|ca| cec|:|cn: :uc| a: J|at
tc clle(, J|c tc ta(uet, anc |cJ tc acc(e:: t|e ta(uet auc|ence neec tc
be u(cuncec |n an cve(a|| bu:|ne:: :t(ateuv /c||ev|nu t|e ce:|(ec
POl lc( a ca(t|cu|a( act|v|tv J||| be a |c||cJ v|ctc(v |l t|e cve(a||
ma(|et|nu uca|: a(e nct met
Gordon Wyner
Executive Vice President,
North American Strategy,
Millward Brown North America
gordon.wyner@us.millwardbrown.com
www.millwardbrown.com
www.mb-blog.com
33
But even |l NPv cannct be c(ec|ctec, an ellect|ve
anc ¦nanc|a||v c(|entec ma(|et :eumentat|cn can be
a::emb|ec bv ccmb|n|nu be|av|c(a| cata J|t| :|a(e-
cl-Ja||et :u(vev: anc ma(|et-(e:ccn:|vene:: t(ac||nu
l||: acc(cac|, t|cuu| la( l(cm t(ue POl eva|uat|cn,
can cc|nt uc enc(mcu: ¦nanc|a| |mc||cat|cn:
l|e ce:|un cl c(ccuct: a|:c ca||: lc( ma|c( ¦nanc|a|
cec|:|cn: |n t|e ea(|v :taue: cl ceve|ccment l|e:e
can celv POl ca|cu|at|cn: lc( :eve(a| (ea:cn: One |:
t|at unt|| t|e neJ c(ccuct c|atlc(m |: ¦na||.ec, t|e
cc:t cl manulactu(|nu can cn|v be acc(cx|matec
/nct|e( |: t|at t|e:e manulactu(|nu cc:t: J||| va(v
cecenc|nu cn t|e c(ccuct: :cec|¦c leatu(e:, J||c|
a(ent lu||v |ncJn unt|| |ate( cn |n t|e c(cce::
Pe:ea(c| can |e|c tc |cent|lv t|e ccn¦uu(at|cn: |||e|v
tc max|m|.e cu:tcme( c|c|ce (e|at|ve tc ccmcet|-
t|cn, but |t cannct c(ccuce accu(ate mu|t|vea( :a|e:
lc(eca:t:, nc( can |t c(ec|ct c|anue: |n a ccmcet|t|ve
ma(|et HcJeve(, alte( t|e ba:|c c(ccuct ca(amete(:
a(e ¦na||.ec, mc(e lccu:ec :a|e: anc c(c¦t lc(eca:t:
anc mc(e (e¦nec POl e:t|mate: can be mace
|orçe 0uJçets m|ç|t 0e soent oço|nst
t|e wronç customer torçet. t|e wronç
o0|ect|ve. or t|e wronç touc| oo|nt. 4n
P0/ ono|js|s wou|J reoort o hnonc|o|
jo||ure 0ut wou|J not s|eJ ||ç|t on w|j
|t |oooeneJ.
ßetween "P" and "l"
|ven J|en 'P¨ anc 'l¨ can be c(ec|:e|v :tatec, lccu:-
|nu tcc |ntent|v cn cc||a(: |n ve(:u: cc||a(: cut mav nct
cc |u:t|ce tc eve(vt||nu t|at |accen: |n betJeen
Ccn:|ce( luncamenta| ma(|et|nu ta:|: |||e c(eat|nu
b(anc aJa(ene:: anc c(e:ence |n t|e ma(|et, ac||ev-
|nu a c|ace |n t|e cu:tcme(: ccn:|ce(at|cn :et, anc
cc:|t|cn|nu t|e b(anc J|t| :cec|¦c bene¦t: (e|at|ve tc
t|e ccmcet|t|cn /|| cl t|e:e (euu|(e :|un|¦cant |nve:t-
ment belc(e t|e cc||a(: cl (etu(n can :ta(t ccu(|nu |n
Seve(a| ma(|et|nu c(cce::e: |ave tc unlc|c, cn va(|cu:
t|mel(ame:, |n c(ce( lc( t|e:e |nte(mec|ate cutccme:
tc |eac tc cu:tcme( c|c|ce, (evenue, anc c(c¦t
The Limits of PDl
l|e ||m|tat|cn: cl POl a(e ea:v encuu| tc unce(:tanc
J|en cne ccn:|ce(: t|at bv ce¦n|t|cn an POl ana|v:|:
ca||: lc( a Je||-ce¦nec 'l¨ |t|e |nve:tment) anc a
Je||-ce¦nec 'P¨ |t|e (etu(n) But even J|en 'P¨ anc
'l¨ cant be c|nnec ccJn c(ec|:e|v, t|e(e a(e :t||| c(u-
c|a| cec|:|cn: tc be mace, cec|:|cn: t|at ca((v ma|c(
¦nanc|a| |mc||cat|cn: Fc( examc|e, |ev :t(ateu|c c|(ec-
t|cn: mu:t be c|c:en even J|t|cut c(ec|:e |nlc(mat|cn
cn t|e ava||ab|e |nve:tment |anv c|a:e: cl :t(ateu|c
cec|:|cn ma||nu a(e l(auu|t J|t| unce(ta|nt|e:,
un|ncJn:, anc acc(cx|mat|cn:
la|e :eumentat|cn |c:t c(uan|.at|cn: u:e :eumenta-
t|cn tc |cent|lv t|e mc:t att(act|ve cu:tcme(:, uccn
J|cm t|ev J||| lccu: c|:c(ccc(t|cnate (e:cu(ce: l|e
8020 (u|e lc( cu:tcme( va|ue clten ucve(n:, |e, a
:ma|| cc(t|cn cl cu:tcme(: acccunt lc( a |uue cc(t|cn
cl cve(a|| ¦nanc|a| va|ue l|u: t|e :eumentat|cn cec|-
:|cn |: ext(eme|v |mcc(tant, at |ea:t :cmeJ|at uuant|-
¦ab|e, anc cuu|t tc be ¦nanc|a||v c(|ven But mea:u(e:
cl cu((ent u:e, cu(c|a:e, (evenue, anc c(c¦t, u:elu|
t|cuu| t|ev mav be, cannct a|Jav: c(ec|:e|v c(ec|ct
t|e ||let|me va|ue cl a cu:tcme(
/n examc|e l(cm t|e a|(||ne |ncu:t(v ||u|||u|t: t||:
|::ue ln cne :tucv, mu|t|c|e mea:u(e: cl cu:tcme(
¦nanc|a| va|ue |ba:ec cn (ecent t(ave| be|av|c() ||u|-
||u|tec t|e :eument: tc be cu(:uec Yet |t Ja: v|(tua||v
|mcc::|b|e tc c(ec|ct t|e cu:tcme(: be|av|c( a vea(
c( tJc |n t|e lutu(e lc( uuant|lv|nu NPv, becau:e cl
t|e c|anue: t|at cccu((ec |n t(ave||nu catte(n: cve(
t|me Fc( examc|e, |n a ca(t|cu|a( vea(, a |eavv bu:|-
ne:: t(ave|e( m|u|t ma|e mu|t|c|e t(|c: betJeen NeJ
Yc(| anc Lcnccn tc meet J|t| an |mcc(tant cu:tcme(
Ol t|e ava||ab|e a|(||ne:, / anc B, t|e t(ave|e( c(ele(:
/ l|e next vea(, t|e :ame bu:|ne::ce(:cn m|u|t be
:e(v|c|nu an acccunt |n Lc: /nue|e: (at|e( t|an
Lcnccn /|(||ne: ava||ab|e lc( t|at (cute mav be C anc
D /|(||ne / mav t||n| t|ev |ave a |c:t cu:tcme( |n
neec cl ':av|nu,¨ but |n (ea||tv t|e neec: cl t|e cu:-
tcme( |ave :|mc|v c|anuec Unce( c|(cum:tance: |||e
t|e:e, t|e ccncect cl NPv beccme: ext(eme|v 'lu..v¨
anc unc(ec|ctab|e un|e:: vcu can ant|c|cate a|| t|e
c(|ve(: cl be|av|c(
34
we :ee t|at eac| cb|ect|ve, :uc| a: c(|v|nu t(al¦c tc
a :|te c( lac|||tat|nu t|e ccen|nu cl acccunt:, |: |nlu-
encec bv :cme but nct a|| cl t|e ma(|et|nu |eve(:
ln t||: Jav, Je can t|e bu:|ne:: anc ma(|et|nu cb|ec-
t|ve: tc (e|evant ce(lc(mance m||e:tcne: anc en:u(e
t|at acc(cc(|ate :tanca(c: a(e acc||ec |n mea:u(|nu
ce(lc(mance 1u:t a: cce(at|cn: manaue(: :|cu|cnt
be cena||.ec lc( (evenue :|c(tla||:, ma(|et|nu c(c-
ce:: cJne(: :|cu|cnt be |e|c tc :tanca(c: t|ev cant
|nluence ll t|e ma(|et|nu camca|un |: :uccc:ec tc
uene(ate uua||¦ec |eac: anc t|e :a|e: lc(ce |: :uc-
cc:ec tc c|c:e t|em, t|en t|e camca|un |: cn|v
|nc|(ect|v (e:ccn:|b|e lc( :a|e: (evenue l|e :a|e: lc(ce
|: c|(ect|v (e:ccn:|b|e lc( (evenue, but cn|v |l |t |a:
uua||¦ec |eac: J|t| J||c| tc Jc(|
Scme Jcu|c a(uue t|at, becau:e |t |a: nc c|(ect ¦nan-
c|a| cutccme, an |nte(mec|ate :tec :uc| a: aJa(ene::
uene(at|cn |: Jc(t||e:: lc( a::e::|nu bu:|ne:: ce(lc(-
mance But Je be||eve |t: c(|t|ca| tc unce(:tanc t|e:e
|nte(ven|nu c(cce::e: La(ue bucuet: m|u|t be :cent
aua|n:t t|e J(cnu cu:tcme( ta(uet, t|e J(cnu cb|ect|ve,
c( t|e J(cnu tcuc| cc|nt /n POl ana|v:|: t|at lccu:e:
cn|v cn t|e enc (e:u|t Jcu|c (ecc(t a ¦nanc|a| la||u(e,
but Jcu|c nct :|ec ||u|t cn J|v |t |accenec
w|t|cut an unce(:tanc|nu cl t|e lcJ cl t|e c(cce::,
|t mav be c|l¦cu|t tc c|:ce(n J|v :ucce:: c( la||u(e
cccu((ec anc, |n t|e ca:e cl la||u(e, J|at act|cn tc
ta|e Fc( examc|e, t|e Sc//e/ SJe c/ Se./· camca|un
:ucceecec |n :t|mu|at|nu :tc(e v|:|t:, but c|c nct uen-
e(ate mc(e cu(c|a:e: Fu(t|e( c|aunc:|: cl ccnve(:|cn
l(cm :|ccc|nu tc cu(c|a:e (evea|ec t|at cu:tcme(:
Je(e c|:accc|ntec |n t|e :e|ect|cn cl me(c|anc|:e
ava||ab|e |xcectat|cn: |ac been :ucce::lu||v (a|:ec,
but Je(ent :at|:¦ec
|ea:u(ement cl t|e |nte(mec|ate c(cce::e: J||| :|ec
||u|t cn J|at |: Jc(||nu anc J|at |:nt |n c(eat|nu
(evenue anc c(c¦t, anc J|at ma(|et|nu |eve(: :|cu|c
be exe(c|:ec tc ac||eve t|e ce:|(ec cutccme: C(eat-
|nu a c|au(am tc :|cJ t|e |nluence cl t|e va(|cu:
|eve(: cn cu:tcme( be|av|c( |: clten u:elu| |n |cen-
t|lv|nu J|e(e t|e v|e|c l(cm ma(|et|nu |nve:tment |:
uccc anc J|e(e |t la||: ccJn, anc can c(cv|ce a ba:|:
lc( neecec |mc(cvement: anc :t(ateu|c (ec|(ect|cn ln
¦nanc|a| :e(v|ce: Je clten cec|ct a c|a|n cl |nte(mec|-
ate cb|ect|ve:, :uc| a: t|c:e :|cJn |n F|uu(e T
F|uu(e T lmpact of Narketine Levers
Narketine Lever
Advertisine
Promotion
Pricine
Sa|es Personne|
Service Personne|
0rive Traffc Se|ect Customers Service Account Cross Se||
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Pevenue
& Proft
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35 35
Narketine Effectiveness. An Dneoine Process
Ou( Jc(| J|t| a ma|c( c(cv|ce( cl ccn:ume( |ea|t|
c(ccuct: |||u:t(ate: t|e |mcc(tance cl a|| t|e:e
e|ement: Jc(||nu tcuet|e( a: ca(t cl an cnuc|nu
c(cce:: / :eumentat|cn ana|v:|: ba:ec cn ccn:ume(
neec:, :|ccc|nu be|av|c(, ¦nanc|a| va|ue, anc b(anc
euu|tv |cent|¦ec t|e ma|c( cccc(tun|tv :eument: cl
t|e ma(|et Sub:euuent ccn|c|nt t(ace-cll ana|v:|:
|:c|atec :eve(a| c|:t|nct e|ement: cl t|e c(ccuct t|at,
|l mcc|¦ec, Jcu|c |||e|v |nc(ea:e c(c¦tab|e (evenue
/lte( t|e:e c(ccuct c|anue: Je(e |mc|ementec anc
anncuncec J|t| acc(cc(|ate me::au|nu, ce(lc(mance
Ja: t(ac|ec cn a ccnt|nucu: ba:|: tc en:u(e t|at
me::aue: Je(e be|nu (ece|vec, unce(:tccc, anc actec
uccn Hav|nu a ccmc(e|en:|ve ma(|et|nu ellect|ve-
ne:: c(cu(am enab|ec t|e c||ent tc manaue t|e|(
b(anc cc(tlc||c |n a :v:temat|c, cata-c(|ven Jav J|||e
ma|nta|n|nu acccuntab|||tv tc tcc manauement lc(
mcn|e: :cent
l|e uca| cl cct|m|.|nu ma(|et|nu ellect|vene:: cant
be ac||evec t|(cuu| cne :|nu|e acc(cac| Succe::
cecenc: cn t|e |nteu(at|cn cl mu|t|c|e met|ccc|cu|e:
anc c|:c|c||ne:, a|| ba:ec cn a ccmmcn unce(:tanc-
|nu cl t|e ma(|et|nu c(cce:: l|e |mcc(tance cl t|e
¦nanc|a| cccc(tun|t|e: anc c(cb|em: at c|lle(ent :taue:
can be uu|te va(|ab|e Fc( :cme ccmcan|e:, t|e be:t
Jav tc |mc(cve ma(|et|nu ellect|vene:: |: t|(cuu|
:eumentat|cn anc c(ccuct ceve|ccment |mc(cve-
ment:, J|||e lc( ct|e(:, m|x-mcce||nu J||| |e|c t|em
cct|m|.e t|e a||ccat|cn cl ma(|et|nu :cenc l|e |ev
|: tc cc((ect|v ce¦ne t|e c(cb|em: belc(e attemct|nu
tc :c|ve t|em Dcnt :ett|e lc( a :uce(¦c|a||v :|mc|e
an:Je( tc 'w|at: t|e POl`¨ belc(e unce(:tanc|nu t|e
Jc(||nu: cl t|e cve(a|| ma(|et|nu c(cce::
To read more about marketine effectiveness,
p|ease visit www.mb-b|oe.com.
F|nonc|o| resu|ts ore not reo||zeJ |n
soreoJs|eets onJ oresentot|ons. 0ut |n
t|e he|J w|ere octuo| |nteroct|ons w|t|
customers |oooen.
Effectiveness 0epends on Execution
F|na||v, |t: |mcc(tant tc ncte t|at ¦nanc|a| (e:u|t: a(e
nct (ea||.ec |n :c(eac:|eet: anc c(e:entat|cn:, but
|n t|e ¦e|c J|e(e actua| |nte(act|cn: J|t| cu:tcme(:
|accen Scme cl t|e mc:t |mcc(tant :tec: |n ma(-
|et|nu ellect|vene:: (e|ate tc execut|cn aua|n:t t|e
c|c:en :t(ateu|e: anc tact|c:
Fc( a :eumentat|cn tc be act|cnab|e, t|e cecc|e J|c
|ave cccc(tun|t|e: tc |nte(act J|t| cu:tcme(: neec tc
|ncJ t|e :eument: anc |ave c|ea( |cea: cl |cJ tc
t(eat t|em ba:ec cn t|at |ncJ|ecue One Jav ccm-
can|e: ac||eve t||: |: bv c(eat|nu (|c| v|:ua| ce:c(|c-
t|cn: anc c(c¦|e: cl cu:tcme( tvce: anc ce||ve(|nu
t|em tc a|| cu:tcme(-lac|nu emc|cvee: Fc( examc|e,
ma(|et|nu manaue(: clten c|:c|av cc:te(: cec|ct|nu
(ec(e:entat|ve cu:tcme(: |n t|e|( Jc(| a(ea: tc (e-
|nlc(ce t|e |cea t|at emc|cvee: :|cu|c be t||n||nu
abcut |cJ tc acc(e:: t|c:e tvce: cl cu:tcme(: |n
eve(vt||nu t|ev cc
ll c(ccuct |nt(ccuct|cn: a(e tc :ucceec, t|e c(ccuct
mu:t ac||eve t|e uua||tv |eve|: :cec|¦ec |n |t: te:t
ma(|et c|a:e, (ece|ve t|e c(cmct|cna| :uccc(t
:cec|¦ec |n t|e lc(eca:t|nu mcce|:, anc :ecu(e t|e
¦e|c ma(|et|nu anc c|anne| :uccc(t neecec tc uet
t|e c(ccuct |n l(cnt cl ccn:ume(:
Fc( ma(|et|nu-m|x c|ann|nu tc be u:elu|, t|e tact|ca|
cec|:|cn ma|e(: neec tc |ncJ |cJ tc acc|v t|e |ea(n-
|nu l(cm t|e mcce|:, |e, |cJ tc ta||c( c|an: ba:ec cn
J|at: Jc(||nu anc J|at: nct Jc(||nu Fc( examc|e,
bv u:|nu :|mu|at|cn tcc|: tc (un a|te(nat|ve ma(|et|nu
c|an :cena(|c:, t|ev can ¦nc t|e |cea| Je|u|t, :c|ec-
u|e, anc cccv m|x, a|cnu J|t| :e|ectec c(|c|nu anc
c|:t(|but|cn |eve|:, tc mc:t el¦c|ent|v anc ellect|ve|v
ac||eve ce(lc(mance uca|: lc( :a|e: anc c(c¦t
36
N l L L W A P 0 ß P D W N ' S P D V
N a r c h 2 0 0 8
Nasterine
the Nobi|e
Narketine
Naze
|ve(vcne: ta|||nu abcut
mcb||e ma(|et|nu a:
t|e next b|u t||nu But
ce:c|te t|e cancc|v cl
ava||ab|e cct|cn:, t|e
ce:|(ec POl |: un|||e|v
tc be ac||evec J|t|cut
ca(elu| ccn:|ce(at|cn
anc manauement
Succe:: cecenc: nct
|u:t cn |ncJ|nu t|e
(anue cl mcb||e cct|cn:,
but cn vcu( ab|||tv tc
matc| t|e:e cct|cn: tc
vcu( b(anc: cb|ect|ve:
|cb||e ma(|et|nu, t|cuu| :t||| |n |t: |nlancv, a|(eacv enccmca::e: a J|ce
(anue cl cct|cn: t|at can :u|t manv c|lle(ent ma(|et|nu neec: l|e u(cunc
(u|e: |ave a|(eacv been e:tab||:|ec Cet ce(m|::|cn l(cm t|e ccn:ume(,
anc clle( :cmet||nu t|at: (e|evant, va|uab|e, c( u:elu| But J|t||n t|e:e
bcunca(|e:, mcb||e can be u:ec ellect|ve|v |n a numbe( cl Jav: |cb||e ac-
c||cat|cn: neec nct be ||m|tec tc c|(ect (e:ccn:e |t|cuu| t|ev can exce| at
:uc| ta:|:), t|ev can :e(ve ct|e(, |e:: cbv|cu: lunct|cn: a: Je||
/n acve(t|:e( :ee||nu t|e be:t mcb||e cct|cn ¦(:t neec: tc ccn:|ce( J|at
(c|e mcb||e |: meant tc c|av |n a camca|un 1u:t |||e lv, c(|nt, anc cn||ne
acve(t|:|nu, mcb||e can be u:ec tc mct|vate a ca|| tc act|cn, ce||ve( |nlc(ma-
t|cn, c( bu||c b(anc: l|e tab|e be|cJ |av: cut a numbe( cl mcb||e cct|cn:
aua|n:t t|e:e t|(ee lunct|cn:
0rivine Consumer Action
One cl t|e ea(|v :e|||nu cc|nt: cl mcb||e acve(t|:|nu Ja: t|e cc::|b|||tv cl uen-
e(at|nu |mmec|ate (e:ccn:e l(cm ccn:ume(:, at anv t|me, l(cm anv |ccat|cn
l|cuu| t||: |: a (ea| :t(enut| cl t|e mec|um, acve(t|:e(: :|cu|c c(cceec J|t|
caut|cn Hav|nu exce(|encec e-ma|| :cam |t|cuu| nct l(cm manv (ecutab|e
b(anc:), ccn:ume(: lea( an cn:|auu|t cl |nc|:c(|m|nate mcb||e :cam Senc|nu
me::aue: c|(ect|v tc a ce(:cn: mcb||e c|cne (euu|(e: c|ea( 'cct |n¨ ce(m|::|cn
One Jav tc ua|n t||: ce(m|::|cn |: tc cu|| cecc|e |n t|(cuu| ct|e( mec|a
Fc( examc|e, cne :|mc|e (cute tc a c|a|cuue J|t| cu:tcme(: |: t|(cuu| 'lext
tc J|n¨ c(cmct|cn: l|e:e can Jc(| cll cl cac|au|nu c( ct|e( ma|c(
mec|a, :uc| a: cutccc(, c(|nt, c( lv l|e mc:t :ucce::lu| c(cmc-
t|cn: ua(ne( m||||cn: cl (e:ccn:e: anc can |e|c bu||c |a(ue cata-
ba:e: lc( :eccnca(v ma(|et|nu
Graham Staplehurst
Senior Account r Director
Millward Brown U.K.
graham.staplehurst@uk.millwardbrown.com
www.millwardbrown.com
www.mb-blog.com
0rive consumer action
ª SNS promotiona| response
ª Nobi|e search
ª Push messaeine
ª Proximity marketine
What's the main ro|e for mobi|e in my campaien?
0e|iver information
or news
ª Nobi|e lnternet disp|ay
ª Nobi|e search
ª Push messaeine
ßui|d consumer
re|ationships
ª Sponsored content
ª 0own|oaded app|ications
ª Nobi|e WAP site
0rive consumer action
ª SNS p response
ª Nob
Push ª Pus
ª Proximity marketin tine
0 a orm ti ation
o
ª
ª
ª
d ßui|d c
re|atio e|atio
t
d d ª 0own|oaded app|ication pp|ications
| ª Nobi|e WAP site te
37 37
0e|iverine News and lnformation
l|e e|ement: cl cu:| me::au|nu anc mcb||e :ea(c|
a(e nct ||m|tec tc c|(ect (e:ccn:e cu(cc:e:, t|ev can
a|:c be u:ec tc ce||ve( |nlc(mat|cn But J|ateve( t|e
cb|ect|ve, cu:| me::au|nu mu:t a|Jav: be acc(cac|ec
caut|cu:|v B(anc cJne(: can u:e t|e|( cJn cu:tcme(
||:t: c( t|c:e cl ca(tne(:, but :|cu|c ta|e ca(e tc
ta(uet me::aue: |n te(m: cl (e|evance anc |nte(e:t
ln exc|anue lc( :cenc|nu t|me J|t| a b(anc, ccn-
:ume(: Jant :cmet||nu t|at |: ce(:cna||v u:elu| c(
(e|evant /nc vet, mcb||e cce(atc(: |ave a |cnu Jav
tc uc |n c(cv|c|nu t|e ||u||v :cec|¦c ta(uet|nu manv
acve(t|:e(: J|:| lc( Fc( ncJ, acve(t|:e(: |ave tc t||n|
c(eat|ve|v abcut (eac||nu t|e|( auc|ence Lanc Pcve(
uue::ec t|at cJne(: cl :ma(tc|cne: ||||e B|ac|Be((v,
Pa|m l(ec anc t|e neJ |P|cne) Je(e |||e|v tc be|cnu
tc |t: alluent ta(uet u(cuc lc( t|e Panue Pcve( Scc(t,
anc :c u:ec ||S tc cu:| a cemc v|cec |nt(ccuc|nu
t|e ve||c|e, a|cnu J|t| tcc|: |||e a cc:tccce-ba:ec
:tc(e |ccatc( anc a c||c|-tc-c|a| ||n| tc bcc| a te:t
c(|ve, tc t|e cev|ce: l||: examc|e c|ea(|v |||u:t(ate:
t|e u:e cl :|mc|e me::au|nu t|at (euu|(e: m|n|mum
ellc(t l(cm t|e cu:tcme(
Lanc Pcve( u:ec t|e mcb||e cev|ce |t:e|l a: a ba:|: lc(
ta(uet|nu l|m|nu Ja: u:ec bv t(ave| ccmcanv |xcec|a,
uu|cec bv mcb||e auencv |nccc|et |xcec|a :ent
me::aue: abcut |c||cav ba(ua|n: tc ccn:ume(: cu(|nu
t|e|( |unc| b(ea|: cn l|u(:cav: anc F(|cav:, c|cc:|nu
t||: t|me becau:e t|e ta(uet cu:tcme(: |ac bct| t|e
t|me anc t|e (e:cu(ce: tc b(cJ:e t|e cea|: ava||ab|e
Bv (eta|n|nu t|e S|S me::aue, a (ec|c|ent ccu|c (eac||v
acce:: t|e UPL aua|n |n t|e lutu(e
|cb||e lnte(net acve(t|:|nu |: muc| |||e ct|e( lc(m: cl
lnte(net c|:c|av acve(t|:|nu, but becau:e |t: :c muc|
:ma||e(, t|e(e a(e (ea| ccn:t(a|nt: cn c(eat|v|tv /nc
becau:e t|e :ceec cl t|e mcb||e lnte(net |: :t||| Je||
be||nc |cme b(cacbanc, ac: cn t|e mcb||e mav be
muc| :|cJe( tc |cac Sub:c(|be(: J||| nct be |accv |l
vcu( ac: cc:t t|em mcnev
/: t|e mcb||e lnte(net ceve|cc: bevcnc t|e |n|t|a|
ccn:t(a|nt: c|acec bv t|e netJc(|:, :ea(c| lunct|cn:
a(e u(cJ|nu |n |mcc(tance |cb||e :ea(c| |: |||e|v tc
be t|e la:te:t-u(cJ|nu tvce cl mcb||e ma(|et|nu act|v|tv
cve( t|e next leJ vea(: / 1uc|te( Pe:ea(c| (ecc(t
|n Decembe( 2007 lcunc t|at |u:t 4 ce(cent cl t|e
mcb||e auc|ence |n |u(cce Ja: act|ve|v u:|nu mcb||e
:ea(c| But u(cJ|nu mcb||e lnte(net u:aue |: excectec
tc c(eate an exc|c:|cn |n t|e next ¦ve vea(: |Pe:ea(c|
e:t|mate: t|at t|e(e J||| :ccn be cve( T00 m||||cn
mcb||e :ea(c| u:e(: |n C||na
/|t|cuu| Cccu|e anc Ya|cc! ccm|nate at t|e mcment,
:cme ccmmentatc(: lee| t|at mc(e :cec|a||.ec clle(: J|||
evc|ve /: a (ecent Nc||a t|cuu|t |eace(:||c lc(um |n
t|e UK nctec, 'Sea(c| cn t|e mcb||e |: nct t|e :ame
a: cn t|e PC ¨ /cve(t|:e(: Jcu|c cc Je|| tc bea( t||:
|n m|nc l|e c|cne :c(een can c|:c|av la( leJe( :ccn-
:c(ec ||n|:, anc ccn:ume(: J||| be even |e:: J||||nu tc
excenc t|me anc ellc(t cn :ea(c|e: t|an t|ev a(e at
|cme
l|e cc::|b|||tv cl acc|nu a |ccat|cn-ba:ec e|ement tc
ccntextua| :ea(c| |: tanta||.|nu - but mcb||e tec|nc|cuv
:t||| |a: tc |mc(cve belc(e t||: beccme: an eve(vcav
(ea||tv P(cx|m|tv ma(|et|nu |u:|nu tec|nc|cuv |||e
B|uetcct| tc t(an:m|t a me::aue tc a ca(t|cu|a( ce(:cn
c( u(cuc |n a :cec|¦c |ccat|cn) |a: vet tc be ellect|ve|v
exc|c|tec, t|cuu| cccc(tun|t|e: c(e:ent t|em:e|ve: Fc(
examc|e, :ccn:c(:||c: ccu|c be act|vatec mc(e ellec-
t|ve|v bv t(an:m|tt|nu a me::aue c( ccJn|cacab|e l(ee
ccntent tc cecc|e exce(|enc|nu t|e :ccn:c(ec event
38
Fc( examc|e, bct| u|cba| anc |cca| b(anc: cav lc( t|e
c(e- anc cc:t-(c|| acve(t|:|nu t|at :uccc(t: t|e mcb||e
v|cec c|anne|: c(cv|cec bv SJ|::ccm lc( |t: cu:tcme(:
l||: c(eate: a J|n-J|n-J|n lc( cce(atc(, ccn:ume( anc
b(anc /ccc(c|nu tc /c lnlu:e, ac (eca|| lc( t|e:e ac:
ave(auec 7 ce(cent, but (anuec a: ||u| a: 29 ce(cent
l||: c|ea(|v :|cJ: t|at ellect|ve c(eat|ve |: a: |mcc(-
tant lc( mcb||e acve(t|:|nu a: lc( anv ct|e( c|anne| cl
ccmmun|cat|cn
Ot|e( :ccn:c(ec ccntent |nc|uce: mu:|c anc mcb||e
acc||cat|cn: ln S|nuacc(e, 1c|nn|e wa||e( |: |aunc||nu a
mcb||e acc||cat|cn ca||ec '1enn|e¨ lc( ccJn|cac 1enn|e
|: a c|u|ta| ce(:cna| a::|:tant J|c can ¦nc ba(:, |e|c
c(uan|.e vcu( :cc|a| ca|enca( anc even ¦nc vcu a tax|
at t|e enc cl an even|nu cut ln t|e UK, Lvnx |/xe |n
ct|e( ccunt(|e:) c(eatec aJa(c-J|nn|nu ccJn|cacab|e
acc||cat|cn: tc |e|c vcunu men |n t|e :ecuct|cn uame
|cb||e uam|nu, J||c| unt|| ncJ |a: been :e(|cu:|v
ccn:t(a|nec bv cc:t, |: anct|e( tvce cl ccntent t|at
acve(t|:e(: can :ub:|c|.e Came(: (ea||v acc(ec|ate
t||: anc a(e c|ea(|v J||||nu tc accect acve(t|:|nu a: a
t(ace-cll lc( t|e|( ente(ta|nment ln-uame acve(t|:|nu
cl va(|cu: tvce: a|:c clle(: cc::|b|||t|e:, t|cuu| t|e:e
a(e la( mc(e ||m|tec cn t|e mcb||e :c(een t|an cn
t|e PC Ou( cJn :tuc|e: lc( netJc(| cce(atc(: |ave
a|(eacv c(cven t|at t|e |nc(ementa| ua|n: |n b(anc
aJa(ene::, b(anc |nte(e:t anc b(anc a::cc|at|cn: uen-
e(atec bv |n-uame acve(t|:|nu a(e cn ca( J|t| t|c:e
c(ccucec bv ct|e( mec|a
L||e cn||ne, mcb||e can be u:ec tc enccu(aue ccn-
:ume(: tc ccnnect a(cunc :|a(ec |nte(e:t: / b(anc
can :|mc|v lac|||tate t||:, c( |t can ca(t|c|cate |n t|e
ccmmun|tv tc va(v|nu ceu(ee: /: ca(t cl t|e (e|aunc|
cl t|e|( Pu(ene:: ||ne, cc:met|c: manulactu(e( S||:e|cc
ta(uetec T8-tc-25-vea(-c|c Jcmen tc ceve|cc a beautv
ccmmun|tv ca||ec t|e Pu(etext C|ub l||: text-ba:ec
:e(v|ce clle(ec :||nca(e acv|ce, t|c: anc l(ee :amc|e:
Ove( T4,000 Jcmen |c|nec |n t|e ¦(:t vea( |2002)
l|e '(etu(n tc ccunte(¨ (e:ccn:e Ja: T4 ce(cent
amcnu c|ub membe(:, anc S||:e|cc c|a|mec a 260
ce(cent |nc(ea:e |n :a|e:
l|e(elc(e, t|e ¦(:t :tec lc( acve(t|:e(: |: en:u(|nu t|at
t|e|( cJn web :|te: a(e mcb||e-enab|ec ln 1anua(v cl
t||: vea( |n t|e Un|tec State:, |SPN (ecc(tec t|at t|e
mcb||e ve(:|cn cl |t: Nat|cna| Fcctba|| Leauue ccntent
:|te Ja: a|(eacv matc||nu t|e PC ve(:|cn J|t| a|mc:t
5 m||||cn v|:|t: cve( 24 |cu(:
l|e next :tec |: tc ce:|un banne(: anc :|v:c(ace(
ac: t|at Jc(| a: t|ev cc |n a PC env|(cnment l|e:e
can be cu(e b(anc me::aue: c( t|ev mav ccnta|n
c||c|-t|(cuu|:, but t|ev mu:t be :|mc|e encuu| lc(
t|e tvc|ca| mcb||e :c(een ln te:t|nu a (anue cl mcb||e
lnte(net camca|un:, Dvnam|c Lcu|c, a ||||Ja(c B(cJn
ccmcanv, |a: cb:e(vec tvc|ca| uc||lt: cl a(cunc 20
ce(cent |n ac aJa(ene::, 5 tc T0 ce(cent |n b(anc anc
me::aue aJa(ene::, anc a(cunc 5 ce(cent |n b(anc
lavc(ab|||tv anc cu(c|a:e |ntent l|e:e a|| (ec(e:ent
uccc POl lc( t|e mec|a |nve:tment
Cu((ent|v, c||c|-t|(cuu| (ate: |ClP:) a(e tvc|ca||v
||u|e( lc( ac: cn t|e mcb||e lnte(net, but Je ccnt
excect t||: tc ccnt|nue /: t|e numbe( cl acve(t|:e(:
u(cJ: anc t|e ncve|tv va|ue Jea(: cll, ClP: a(e |||e|v
tc cec||ne tcJa(c cn||ne |eve|:
|||e Iv. or|nt onJ on||ne. mo0||e oJver-
t|s|nç con serve o vor|etj oj ourooses.
/t con mot|vote o co|| to oct|on. Je||ver
|njormot|on. or 0u||J 0ronJs.
ßrand ßui|dine and Consumer Pe|ationships
w|||e mcb||e cacab|||t|e: a(e c|ea(|v Je|| :u|tec tc
cu:||nu |nlc(mat|cn anc enccu(au|nu c|(ect (e:ccn:e,
t|e mec|um a|:c |a: t|e cctent|a| tc :uccc(t b(anc
bu||c|nu anc :t(enut|en ccn:ume( (e|at|cn:||c: HcJ-
eve(, at t||: cc|nt |n t|me, mcb||e |anc t|e lnte(net) J|||
acccmc||:| t||: |n a c|lle(ent Jav t|an lv l(ac|t|cna|
v|cec ac: a(e |e:: |||e|v tc exe(t a ma|c( |nluence,
but cccc(tun|t|e: abcunc lc( :ccn:c(|nu ccntent anc
:e(v|ce: t|at ccn:ume(: J||| acc(ec|ate
39
Conc|usion
|cb||e ma(|et|nu |: :t||| ceve|cc|nu, anc nc ccubt
manv mc(e tec|nc|cu|ca| |nncvat|cn: a(e |n t|e cl¦nu
But t|e cc|nt: t|at lc||cJ :|cu|c be u:elu| |n nav|uat|nu
bct| cu((ent anc lutu(e c|a||enue:
· Be (e|evant Be :u(e vcu can matc| vcu( b(anc tc
t|e mcb||e neec: cl t|e cu:tcme(
· Keec t|e camca|un :|mc|e l(cm t|e ccn:ume(:
cc|nt cl v|eJ Dcnt c(am tcc manv me::aue: |n c(
a:| lc( unnece::a(v act|cn: cn t|e u:e(: ca(t
· wc(||nu c(eat|ve|v J|t||n t|e mec|um, u|ve ccn:um-
e(: :cmet||nu t|at: u:elu| c( (eJa(c|nu He|c t|em
ac||eve t|e|( uca|: C|ve t|em l(ee ccntent
· Oct|m|.e vcu( camca|un a(cunc t|e un|uue
att(|bute: cl mcb||e ub|uu|tv, |mmec|acv cl (e:ccn:e,
anc ce(:cna| enuauement /||v mcb||e e|ement: tc
eve(v ct|e( mec|um vcu u:e
· l||n| abcut bu||c|nu a ccmmun|tv c( tacc|nu |ntc
an ex|:t|nu cne U:e a:cect: cl :cc|a| netJc(||nu tc
c(eate a (c|e lc( vcu( b(anc |n cecc|e: ||ve: anc uet
vcu( b(anc ta||ec abcut
l|e lutu(e cl mcb||e ma(|et|nu J||| ce(ta|n|v :ee neJ
ceve|ccment: anc |cea:, c(eat|nu neJ cccc(tun|t|e:
lc( acve(t|:e(: l|e vea( 2008 |: a (ea| cccc(tun|tv
tc 'te:t anc t(|a|¨ mcb||e ma(|et|nu belc(e |t beccme:
t(u|v ma|n:t(eam
To read more about mobi|e marketine, p|ease visit
www.mb-b|oe.com.
No0||e w4P s|tes. Jes|çneJ exoress|j
w|t| mo0||e junct|ono||tj |n m|nJ. con
orov|Je |nterest|nç onJ useju| content
w|||e creot|nç "st|c||ness" onJ reo|
ençoçement.
Nobi|e Web. The 6|ue that Ho|ds an lnteerated
Nobi|e Campaien Toeether
Scann|nu t|e lu|| (anue cl mcb||e acve(t|:|nu (c|e:
|: cne ca(t|cu|a( acc||cat|cn t|e cu:tcm w/P :|te
De:|unec exc(e::|v J|t| mcb||e lunct|cna||tv |n m|nc,
t|e:e :|te: can c(cv|ce |nte(e:t|nu anc u:elu| ccntent
J|||e |anc||nu va(|cu: tvce: cl |nlc(mat|cn neec: anc
lac|||tat|nu ccn:ume( (e:ccn:e Nct cn|v cc t|e:e :|te:
c(eate ':t|c||ne::¨ anc (ea| enuauement, but t|ev a(e
a|:c e::ent|a| lc( cc||ect|nu cu:tcme( c(c¦|e cata anc
c(eat|nu cataba:e:
wc(||nu cn be|a|l cl t|e UK : Pcva| /|( Fc(ce |P/F),
lncent|vatec ce:|unec a mcb||e w/P :|te tc ||u|||u|t
mc(e t|an 60 c|lle(ent ca(ee( cccc(tun|t|e: lc( a
(ec(u|tment camca|un Pecc|e (e:ccncec bv :enc|nu
a mcb||e text |S|S) tc a numbe( c(cv|cec |n lv anc
maua.|ne ac: /lte( (ece|v|nu an S|S (ec|v J|t| a ||n|
tc t|e P/F web :|te, cctent|a| (ec(u|t: ccu|c acce::
t|e ca(ee( |nlc(mat|cn cl |nte(e:t J|t| |u:t a :|nu|e
c||c| l||: e|ement cl t|e ||u||v ta(uetec camca|un
uene(atec T0 ce(cent cl a|| |eac: at a cc:t cl cn|v
US 1T4 ce( |eac
S|te: |||e t||:, J||c| |e|c ccn:ume(: ¦nc |nlc(mat|cn
uu|c||v anc ea:||v, a(e |nva|uab|e lc( mcb||e ma(|et|nu
becau:e t|e ev|cence :|cJ: t|at mcb||e be|av|c(
tenc: tc be mc(e :|nu|e-m|ncec t|an PC b(cJ:|nu
be|av|c( l|e(e: nc cccc(tun|tv lc( mu|t|ta:||nu anc
:J|tc||nu betJeen J|nccJ: cn a mcb||e, :c ma(|et-
|nu neec: tc a|c t|e ccn:ume( bv uu|c||v anc ea:||v
ce||ve(|nu tcc|:, (e:cu(ce:, anc an:Je(:
40
Narketine
0urine
Pecession.
To Spend or
Not to Spend?
lt: been c(cven t|at an
|nc(ea:e |n ma(|et|nu
:cenc cu(|nu a (ece::|cn
can ua|n a |cnu-te(m
acvantaue lc( a b(anc
But manv ma(|ete(:,
ccn:t(a|nec bv bucuet:
anc c|(cum:tance:,
Jcnt be ab|e tc u:e t||:
:t(ateuv w||| t||: |eave
t|e|( b(anc: |n ce(||`
O( :|cu|c cec|:|cn: cn
|cJ muc| tc :cenc
be ta|en |n ||u|t cl t|e
cve(a|| c(c:cect: lc( t|e
b(anc anc cateuc(v`
|ve(vcne |: ta|||nu abcut (ece::|cn l|e ta|| a|cne mav be encuu| tc t(|uue(
cne, J|et|e( t|e unce(|v|nu eccncm|c: c|ctate |t c( nct F(cm cb:e(vat|cn: cl
(ece::|cn: ca:t, Je |ncJ t|at ccn:ume(: a(e uu|c| tc (e|n |n :cenc|nu J|en
|a(c t|me: a(e c(ec|ctec |anv bu:|ne:: |eace(: be|ave t|e :ame Jav /nt|c|-
cat|nu (ecucec :a|e:, t|ev a(e |nc||nec tc cut bac| cn va(|ab|e cc:t:, |nc|uc|nu
ma(|et|nu, |n c(ce( tc ce||ve( cn t|e excectat|cn: cl t|e ¦nanc|a| ma(|et
HcJeve(, a u(eat cea| cl ev|cence :uuue:t: t|at |t: nct a uccc |cea tc (ecuce
ma(|et|nu :cenc cu(|nu (ece::|cn |n c(ce( tc ||t ¦nanc|a| ta(uet: Dc|nu :c mav
|eave vcu( b(anc |n a |e:: ccmcet|t|ve cc:|t|cn J|en t|e eccncmv (eccve(:
Ove( t|e vea(:, (e:ea(c| :tuc|e: |ave ccn¦(mec t|at t|e be:t :t(ateuv |n
te(m: cl |cnu-te(m POl |: tc |nc(ea:e ma(|et|nu excenc|tu(e cu(|nu an
eccncm|c :|cJccJn /n ana|v:|: cl t|e P(c¦t lmcact cl |a(|et|nu St(ateu|e:
|Pl|S) cataba:e, c(e:entec at a |a(c| 2008 lP/ ccnle(ence, c(cv|ce: t|e
|ate:t ev|cence l||: ana|v:|: ccmca(ec t|e (e:u|t: ac||evec bv ccmcan|e:
t|at |nc(ea:ec, ma|nta|nec, anc (ecucec ma(|et|nu :cenc cu(|nu (ece::|cn
|et(|c: u:ec Je(e Petu(n cn Cac|ta| |mc|cvec |POC|) cu(|nu t|e (ece::|cn,
POC| cu(|nu t|e ¦(:t tJc vea(: cl (eccve(v, anc ma(|et :|a(e c|anue cu(|nu
t|e :ame ce(|cc cl (eccve(v w|||e ccmcan|e: t|at cut ma(|et|nu :cenc
en|cvec :uce(|c( POC| Ja/^o t|e (ece::|cn, t|ev ac||evec |nle(|c( (e:u|t:
alte( t|e (ece::|cn encec Du(|nu t|e (eccve(v, t|e ':cence(:¨ ac||evec
:|un|¦cant|v ||u|e( (etu(n cn cac|ta| emc|cvec anc ua|nec an acc|t|cna| T3
ce(centaue cc|nt: cl ma(|et :|a(e
l|e:e ¦nc|nu:, J||c| mav :eem ccunte(|ntu|t|ve, can be exc|a|nec bv t|(ee
ba:|c lactc(:
J. I|e re|ot|ons||o 0etween s|ore oj mor|et onJ s|ore oj vo|ce
l|e ccnnect|cn betJeen :|a(e cl ma(|et |SO|) anc :|a(e cl vc|ce |SOv)
|a: been c(cven l|e ||u|e( vcu( :|a(e cl vc|ce ccmca(ec tc vcu( actua|
ma(|et :|a(e, t|e mc(e |||e|v vcu( b(anc |: tc u(cJ |t: ma(|et :|a(e |n t|e
:ub:euuent vea( Sc, |l vcu |nc(ea:e vcu( ma(|et|nu |nve:tment at a t|me
J|en ccmcet|tc(: a(e (ecuc|nu t|e|(:, vcu :|cu|c :ub:tant|a||v |nc(ea:e t|e
:a||encv cl vcu( b(anc l||: ccu|c |e|c vcu e:tab||:| an acvantaue t|at
ccu|c be ma|nta|nec lc( manv vea(:
2. I|e re|ot|ons||o 0etween 0ronJ s|ze onJ oroht morç|ns
Becau:e t|ev en|cv acvantaue: cl :ca|e, b|u b(anc: en|cv an acvantaue
cve( :ma||e( cne: |n te(m: cl att(act|nu (eceat cu(c|a:e anc (eccuc-
|nu t|e|( ma(|et|nu |nve:tment: l|e(elc(e, a b(anc t|at |nc(ea:e:
:|a(e cu(|nu a (ece::|cn :tanc: tc bene¦t l(cm t||: mu|t|c||e( cnce
t|e eccncmv (ebcunc:
Nigel Hollis
Chief Global Analyst
Millward Brown
nigel.hollis@us.millwardbrown.com
www.millwardbrown.com
www.mb-blog.com
N l L L W A P 0 ß P D W N ' S P D V
A p r i | 2 0 0 8
41
!'e w.|| S//ee/ 1ca/^.| :tate:, 'we |ave a c|||c:cc|v
anc a :t(ateuv w|en t|me: a(e tcuu|, vcu bu||c :|a(e¨
But ccmcan|e: t|at |ac| t|e (e:cu(ce: cl a P&C mav
:|mc|v neec tc (|ce cut a (ece::|cn a: be:t t|ev can
ln :c|te cl a|| t|e ev|cence :uuue:t|nu t|at (ece::|cn:
a(e a uccc t|me tc ma(|et mc(e auu(e::|ve|v, manaue-
ment team: neec tc |ucue eac| ca:e cn |t: |nc|v|cua|
me(|t: l|e be:t :t(ateuv lc( vcu( b(anc - J|et|e( |t
|: cllen:e c( celen:e - J||| cecenc cn a numbe( cl
t||nu: l|e natu(e cl vcu( cateuc(v, vcu( cateuc(v:
:|.e, t|e |nc||nat|cn: cl vcu( cu:tcme(:, vcu( b(anc:
:t(enut| (e|at|ve tc ct|e(:, anc, mc:t |mcc(tant, t|e
act|cn: anc (eact|cn: vcu excect l(cm vcu( ccmcet|tc(:
I|e noture oj t|e coteçorj
l|e ellect: cl an eccncm|c ccJntu(n J||| va(v lc(
c|lle(ent tvce: cl c(ccuct anc :e(v|ce cateuc(|e: /:|
vcu(:e|l |cJ muc| vcu( cateuc(v |: |||e|v tc be allectec
· Pecc|e a(e |||e|v tc cc:tccne cu(c|a:e: cl ||u|-
t|c|et, cu(ab|e |tem: |||e |cu:e|c|c acc||ance: anc
ca(: Cu:tcme(: J|c cc buv J||| :cenc mc(e t|me
(e:ea(c||nu a|te(nat|ve: anc J||| be mc(e |nc||nec
tc neuct|ate Ba:e c(ccuct: J|t| leJe( cct|cn: a(e
|||e|v tc :e|| bette( t|an t|c:e J|t| |av|:| leatu(e:
|un|e:: vcu a(e J||||nu tc |nc|uce t|e:e a: an |ncen-
t|ve at nc ext(a cc:t)
· Hab|tua| u(cce(v cu(c|a:e: a(e |||e|v tc be (e-
exam|nec a: :|ccce(: beccme mc(e c(|ce :en:|-
t|ve Stc(e b(anc:, ca(t|cu|a(|v ||u|-uua||tv cne:,
mav ente( t|e ccn:|ce(at|cn :et On t|e ct|e(
|anc, allc(cab|e |uxu(|e: mav :ee an |nc(ea:e
|n cemanc a: cecc|e t(ace cll t(ave| anc ce:|une(
c|ct|e: |n lavc( cl c|eace( |ncu|uence: |||e c|ccc-
|ate, a|cc|c| anc cc:met|c:
· Se(v|ce cateuc(|e: :uc| a: te|eccmmun|cat|cn:,
J||c| (e|v cn |cnu-te(m ccnt(act: c( ¦xec-(ate
c|an:, mav be |e:: allectec t|an ct|e(:, :|nce mc:t
(ece::|cn: a(e (e|at|ve|v :|c(t-||vec
/n so|te oj o|| t|e ev|Jence suççest|nç
t|ot recess|ons ore o çooJ t|me to
mor|et more oççress|ve|j. monoçe-
ment teoms neeJ to |uJçe eoc| cose
on |ts |nJ|v|Juo| mer|ts.
J. PeJuceJ "no|se" Jur|nç recess|on orov|Jes
oooortun|t|es
/ neJ c(ccuct |aunc| mav actua||v |ave u(eate(
|mcact cu(|nu a (ece::|cn t|an at ct|e( t|me:, lc(
:eve(a| (ea:cn: / c(ccuct t|at |: un|uue c( cemcn-
:t(ab|v bette( t|an ct|e(: :|cu|c be ab|e tc
ccmmanc a ||u|e( c(|ce, even amcnu c(|ce-
ccn:c|cu: :|ccce(: Ccmcet|tc(: J|c a(e (unn|nu
:ca(ec mav be |ate |n ccunte(|nu a neJ c(ccuct
J|t| t|e|( 'me-tcc¨ clle(|nu: /nc, becau:e mec|a
cc:t: a(e |||e|v tc be |cJe(, acve(t|:e(: :|cu|c uet
mc(e banu lc( t|e|( buc| l|e:e :av|nu: mav be
ccmccuncec bv t|e (e|at|ve ea:e cl cutt|nu t|(cuu|
|n a |e:: c|utte(ec atmc:c|e(e
Ove(a||, ccmcet|nu |n a (ece::|cn |: |||e (unn|nu a
ma(at|cn / :ma(t l(cnt(unne( J||| :e|.e t|e |eac anc
Jc(| tc |nc(ea:e |t J|||e ct|e(: a(e lauu|nu ll t|e
ct|e( (unne(: a||cJ t|e uac tc J|cen, |t J||| be (ea||v
tcuu| lc( t|em tc (eua|n t|e |c:t u(cunc J|en t|e
cace c|c|: uc aua|n
|xce(|encec b(anc ma(|ete(: J|t| ceec ccc|et: |ncJ
t||: P(ccte( & Camb|e C|O /C Lalev, uuctec |n
42
ce(lc(mance anc va|ue, anc, J|en t|e c(|:|: encec,
ce|eb(at|nu J|t| cc:|t|ve anc ucbeat ccmmun|cat|cn
Sc un|e:: cecc|e :|mc|v cannct allc(c tc buv t|e|(
c(ele((ec b(anc c( vcu a(e cea||nu J|t| |nvete(ate
c(|ce :|ccce(:, t|e |ev |::ue |: ce(ce|vec va|ue
Dc ccn:ume(: be||eve t|at vcu( b(anc clle(: a bette(
va|ue t|an t|e ccmcet|t|cn` P(cv|cec t|at |t: c(|ce |:
|n an accectab|e (anue, cecc|e J||| be mc(e |||e|v tc
bet cn a |ncJn anc t(u:tec b(anc t|an a c|eac cne
Du(|nu a (ece::|cn vcu neec tc (em|nc cecc|e J|v
vcu( b(anc |: Jc(t| t|e c(|ce bv lccu:|nu cn lunct|cna|
acvantaue:
I|e strençt| oj jour 0ronJ
ln c|l¦cu|t eccncm|c t|me:, a b(anc mu:t (e|nlc(ce t|e
att(|bute: t|at ma|e |t accea||nu anc c|lle(ent|atec
|n t|e eve: cl ex|:t|nu cu:tcme(: D|lle(ent :t(ateu|e:
:uuue:t t|em:e|ve: cecenc|nu cn t|e ex|:t|nu :tatu:
cl t|e b(anc
· Sma|| c( n|c|e b(anc: Jcu|c cc Je|| tc lccu: |nve:t-
ment cn t|e cc(e b(anc clle(|nu (at|e( t|an :c(eac
ex|:t|nu (e:cu(ce: tcc t||n /uu(e::|ve t(|a|-bu||c|nu
act|v|t|e: J||| |||e|v cav c|v|cenc:, c(cv|cec t|ev cc
nct unce(m|ne t|e ce(ce|vec uua||tv anc ce:|(ab|||tv
cl t|e b(anc
· La(ue( b(anc: mav ¦nc mc(e :ccce |n cateuc(v
exten:|cn, ca(t|cu|a(|v |l t|e neJ cateuc(v clle(:
bette( u(cJt| c(c:cect: l|e Pl|S cataba:e ana|v-
:|: :uuue:t: t|at ccmcan|e: J|t| a ||u| ce(centaue
cl :a|e: ccm|nu l(cm neJ c(ccuct: tenc tc cutce(-
lc(m ct|e(:
· wea|e( b(anc: t|at clle( accectab|e c(ccuct:
:|cu|c be ab|e tc Jeat|e( t|e :tc(m ll (e|aunc||nu
t|e:e b(anc: |: nct a cc::|b|||tv, t|e next be:t
a|te(nat|ve |: tc c(ctect ex|:t|nu :|a(e bv lccu:|nu
cn vcu( mc:t |cva| anc va|uab|e cu:tcme(: w|at
a(e t|e:e cu:tcme(: |cc||nu lc(` l: t|e|( ce¦n|-
t|cn cl va|ue c|anu|nu` Dec|ce |l |t |: Jc(t| t(v|nu
tc |eec t|e ccn:ume(: J|c :eem mc:t |||e|v tc
celect tc c|eace( a|te(nat|ve:
I|e s|ze oj t|e coteçorj
L||e |t c( nct, vcu( cctent|a| (etu(n cn |nve:tment |:
|a(ue|v c|ctatec bv t|e :|.e cl t|e cateuc(v |n J||c|
vcu ccmcete / cne-cc|nt ua|n |n :|a(e c(ccuce:
c|lle(ent (etu(n: |n a m||||cn-cc||a( cateuc(v t|an a
b||||cn-cc||a( cateuc(v
F|nc|nu: l(cm t|e UK : ln:t|tute cl P(act|t|cne(: |n
/cve(t|:|nu cata||ne :uuue:t t|at tc ua|n cne cc|nt
cl ma(|et :|a(e, acve(t|:e(: :|cu|c :et SOv T0 cc|nt:
||u|e( t|an SO| ln a cateuc(v t|at |: u(cJ|nu |c( |:
|||e|v tc u(cJ a: a (e:u|t cl t|e (ece::|cn), t|e |cnu-
te(m ua|n mav |u:t|lv t|e |nve:tment But |n :ma|| c(
cec||n|nu cateuc(|e:, J|e(e t|e |cnu-te(m (etu(n J|||
be |cJe(, b(anc: m|u|t cc bette( tc cut :cenc anc (|ce
cut t|e :tc(m
w|et|er or not jou |ncreose jour
o0so|ute |eve| oj soenJ. w|ot |s cruc|o|
|s t|ot jou |ncreose - or ot |eost mo|n-
to|n - jour re|ot|ve |eve| oj soenJ.
I|e |nc||not|ons oj jour customers
ln mc:t cateuc(|e:, anc ca(t|cu|a(|v cu(|nu a (ece:-
:|cn, cecc|e Jant tc be||eve t|ev a(e ma||nu t|e (|u|t
cu(c|a:e cec|:|cn /ccc(c|nu tc wPP: B(anc/
cataba:e, cn ave(aue, T0 ce(cent cl ccn:ume(: |n a
cateuc(v a(e exc|u:|ve|v mct|vatec bv c(|ce |ven |l t||:
c(ccc(t|cn ccub|e: cu(|nu a (ece::|cn t|e |mcact cl
t|e:e c(|ce-c(|ven ccn:ume(: J||| be (e|at|ve|v :ma||
l|c:e J|c :J|tc| tc c(|ce-ba:ec buv|nu J|en unce(
¦nanc|a| c(e::u(e Je(e c(cbab|v nct |nc||nec tc be
b(anc |cva| tc beu|n J|t| l(ue b(anc |cva||:t: J||| |cc|
lc( Jav: tc ccnt|nue uett|nu t|e|( lavc(|te b(anc l|ev
mav Jatc| lc( cccc(tun|t|e: tc buv cn cea|, c( buv
a |a(ue(, mc(e eccncm|ca| cac|aue, c( :ee| cut t|e
(eta|| cut|et t|at clle(: t|e b(anc at t|e be:t c(|ce
ln /(uent|na, alte( t|e (ece::|cn cl T999 tu(nec |ntc
t|e c(|:|: cl 200T, manv cecc|e |ac tc abanccn t|e|(
c(ele((ec b(anc: cl ccn:ume( uccc: |n lavc( cl eccn-
cmv b(anc: l|e c(em|um b(anc: t|at :ucce::lu||v
Jeat|e(ec t|e :tc(m c|c :c bv clle(|nu allc(cab|e neJ
lc(mat: anc c|eace( cac|au|nu, lccu:|nu attent|cn cn
43
Stand Up For Your ßrands
w|t|cut ccubt, t|e b|uue:t ba((|e( tc act|cn cu(|nu
tcuu| eccncm|c t|me: |aca(t l(cm t|e :|.e cl vcu(
bucuet) |: t|e m|nc:et cl a ccmcanv: :en|c( man-
auement |ven |l lunc: a(e ava||ab|e, manaue(: J|c
ccnt va|ue ma(|et|nu mav be unJ||||nu tc ma|nta|n
ex|:t|nu |eve|: cl :uccc(t lc( b(anc:, |et a|cne ccnccne
|nc(ea:e: |n :cenc|nu l|e neec tc c(eca(e uua(te(|v
¦nanc|a| (ecc(t: lc( |nve:tc(: J||| |eec t|em lccu:ec
cn t|e bcttcm ||ne w|en |nncvat|cn anc ma(|et|nu
bucuet: a(e :ca|ec bac|, ||tt|e accea(: tc be |c:t |n t|e
:|c(t te(m even t|cuu| t|e ev|cence :uuue:t: t|at
manv b(anc: J||| :ulle( a: a (e:u|t
ll, |cJeve(, vcu( manauement team |: ent(ec(eneu(|a|
|n :c|(|t anc vcu( ana|v:|: :uuue:t: vcu( b(anc ccu|c
ua|n |cnu-te(m acvantaue l(cm |nc(ea:ec ma(|et|nu
:cenc, t|en ncJ m|u|t be a uccc t|me tc c|tc| vcu(
ca:e lcent|lv exact|v J|at t|at acc|t|cna| bucuet J|||
ac||eve anc J|at t|e |||e|v (etu(n J||| be / :avvv
manauement team mav (ea||.e t|at t|ev a(e nct (|:|-
|nu tcc muc| bv :uccc(t|nu t|e b(anc, |n lact, t|ev
mav actua||v |nc(ea:e t|e ccmcanv: :tanc|nu |n t|e
eve: cl ¦nanc|a| ana|v:t: anc |nve:tc(: J|c acc(ec|ate
t|e va|ue cl a :t(cnu b(anc
To |earn more, |ook for our Nay PDV on marketine
tactics for survivine a recession.
I|e |||e|j comoet|t|ve resoonse
Ol ccu(:e, |l eve(v b(anc |nc(ea:ec |nve:tment cu(|nu
a (ece::|cn, SOv: Jcu|c (ema|n ccn:|:tent anc ||tt|e
Jcu|c be ac||evec w|||e t|at |: un|||e|v tc |accen,
vcu mu:t ccn:|ce( t|e c(cbab|e (e:ccn:e cl vcu(
|ev ccmcet|tc(: w|et|e( c( nct vcu |nc(ea:e vcu(
.0·c|a/e |eve| cl :cenc, J|at |: c(uc|a| |: t|at vcu
|nc(ea:e - c( at |ea:t ma|nta|n - vcu( /e|./.e |eve| cl
:cenc, |e, vcu( :|a(e cl vc|ce ll vcu |nc(ea:e
:cenc|nu, a(e vcu( ccmcet|tc(: |||e|v tc ¦u|t ¦(e J|t|
¦(e anc |nc(ea:e t|e|( cJn :cenc|nu` w||c| b(anc:
a(e |||e|v tc (e:ccnc J|t| c(|ce c(cmct|cn` w|||e vcu
mav nct be ab|e tc |unc(e auu(e::|ve c(|ce cutt|nu bv a
|ev ccmcet|tc(, t|e Jc(:t t||nu tc cc |: tc (eact |n ||nc
anc :ta(t a c(|ce Ja(
ln 2003, t|e c(em|um Dutc| u(cce(v (eta||e( /|be(t
He||n lcunc cut t|e |a(c Jav t|at cutt|nu c(|ce: |:
nct an ellect|ve :t(ateuv lJc cav: alte( t|e ccmcanv
anncuncec t|at t|ev Je(e ccmm|ttec tc na((cJ|nu
t|e c(|ce uac t|at ex|:tec betJeen /|be(t He||n anc
ct|e( (eta||e(:, t|e ccmcet|t|cn (eactec bv matc||nu
t|e |n|t|a| c(|ce cec(ea:e: S|x mc(e (cunc: cl c(|ce
cec(ea:e: lc||cJec Fccc c(|ce: |n t|e Net|e(|anc:
c(cccec TT ce(cent, anc /|be(t He||n |c:t :|a(e tc t|e
|a(c c|:ccunte(:
44
Nigel Hollis
Chief Global Analyst
Millward Brown
nigel.hollis@us.millwardbrown.com
www.millwardbrown.com
www.mb-blog.com
Narketine
0urine
Pecession.
Surviva|
Tactics
lt: been c(cven t|at |t
|: :cunc acv|ce tc :cenc
mc(e cn ma(|et|nu
cu(|nu a (ece::|cn But
manv ma(|ete(: J||| ¦nc
t||: acv|ce |mc(act|ca|
Fc( t|c:e t|at ccnt |ave
ext(a mcnev ava||ab|e,
J|at tact|c: can be u:ec
tc Jeat|e( t|e :tc(m cl
tcuu| eccncm|c t|me:`
/: Je (ecc(tec |n cu( ea(||e( POv - |./·e/^o ^ |e.e··c^ !c S0e^J c/ /c/
/c S0e^J¯ - t|e uene(a| |ea(n|nu :uuue:t: t|at |nc(ea:|nu ma(|et|nu :cenc
cu(|nu t|me: cl (ece::|cn can c(ccuce |cnu-te(m ua|n: t|at mc(e t|an ccm-
cen:ate lc( t|e |nve:tment (euu|(ec l|e exc|anat|cn cl t||: c|encmencn ||e: |n
t|e e:tab||:|ec (e|at|cn:||c betJeen :|a(e cl vc|ce |SOv) anc :|a(e cl ma(|et
|SO|) w|en a b(anc: :|a(e cl vc|ce |: u(eate( t|an |t: :|a(e cl ma(|et, |t |:
|||e|v tc u(cJ |t: ma(|et :|a(e |n t|e ccm|nu vea( l|e(elc(e, ccmcan|e: t|at
|nc(ea:e t|e|( ma(|et|nu |nve:tment J|en mc:t ct|e(: a(e cutt|nu bac| |ave
an cccc(tun|tv tc :ub:tant|a||v |mc(cve t|e :tanc|nu cl t|e|( b(anc:
HcJeve(, lc( a va(|etv cl (ea:cn:, leJ ccmcan|e:, even t|c:e J|t| t|e ¦nanc|a|
(e:cu(ce: tc cc :c, J||| actua||v cut t||: |ea(n|nu |ntc c(act|ce w|en (ece::|cn
|ccm:, mc:t J||| (ecuce :cenc|nu tc :|c(e uc t|e bcttcm ||ne But even ccm-
can|e: t|at cant |c( Jcnt) :cenc mc(e can ¦nc Jav: tc cc mc(e J|t| |e:: /
(ece::|cn, t|e(elc(e, can |mcc:e a c|:c|c||ne cn ma(|et|nu t|at |: bene¦c|a| tc
b(anc: |n a va(|etv cl c|(cum:tance:
Du(|nu (ece::|cn |t |: c(uc|a| tc uue:t|cn J|at eac| e|ement |n vcu( ma(|et|nu
c|an |: |ntencec tc ac||eve HcJ J||| |t enccu(aue b(anc |cva|tv` w|at ba((|e(
tc cu(c|a:e cce: |t acc(e::` w||| |t ma|e t|e b(anc :eem Jc(t| cav|nu mc(e
lc(, c( J||| |t c(eate a be||el t|at t||: |: a c|eac b(anc` Becau:e t|e :ta|e: a(e
||u|e( J|en mcnev |: t|u|t, vcu neec tc lee| ccn¦cent t|at vcu( |nve:tment
J||| c(cv|ce a uccc (etu(n
l|e |ev tc :ucce:: cu(|nu a ccJntu(n |: ma|nta|n|nu lccu: Keec vcu( J|t:
abcut vcu anc lccu: cn lcu( t||nu: vcu( ccmcet|t|cn, vcu( b(anc, vcu( cu:-
tcme(:, anc vcu( ccmmun|cat|cn ll vcu |ave a :t(cnu, :ucce::lu| b(anc, lccu:
cn J|at |a: Jc(|ec lc( vcu :c la( ll vcu( b(anc |: |n a (e|at|ve|v Jea| cc:|t|cn,
lccu: cn :v:temat|ca||v exc|c|t|nu J|at :t(enut|: vcu |ave J|||e acc(e::|nu
vcu( Jea|ne::e:
Focus on Your Competition
4no|jze comoonj onJ 0ronJ |eo|t|
Keec vcu( ¦nue( cn t|e ccmcet|t|ve cu|:e, u:|nu annua| (ecc(t:, t(ac||nu
:tuc|e:, mec|a cata, :a|e: lc(ce |nte|||uence, anc leecbac| l(cm cu:tcme(:
anc ccn:ume(: w||c| ccmcan|e: |ave :t(cnu ¦nanc|a|: anc a(e Je||
cc:|t|cnec tc uc t|e ante` w|at cce: t|e|( t(ac| (ecc(c te|| vcu abcut
t|e|( |||e|v (ece::|cn :t(ateuv` w||c| b(anc: a(e vu|ne(ab|e, J|t|
cu:tcme(: (|ce lc( acuu|:|t|cn` HcJ cce: t|e :t(enut| cl vcu(
b(anc: ccmca(e`
N l L L W A P 0 ß P D W N ' S P D V
N a y 2 0 0 8
45
Focus on Your ßrand
Concentrote on jour core 0ronJs onJ oroJucts
NcJ |: nct t|e t|me tc :c(eac :ca(ce (e:cu(ce: ac(c::
mu|t|c|e b(anc: c( c(ccuct va(|ant: Pece::|cn: mav
ca|| lc( a t(|aue :t(ateuv Ccncent(ate vcu( ma(|et|nu
mu:c|e be||nc t|e b(anc: t|at a(e mc:t |||e|v tc
:u(v|ve, anc |eave t|e ct|e(: tc :|n| c( :J|m
Suooort jour core orooos|t|on
onJ emo|os|ze |ts vo|ue
St(cnu b(anc: can :uccc(t a c(|ce c(em|um
Ccn:ume(: |ave c|ea( anc :t(cnu a::cc|at|cn: J|t|
t|e:e b(anc: anc |ncJ J|at ma|e: t|em ce:|(ab|e
Fccu: vcu( ma(|et|nu ellc(t: cn (e|nlc(c|nu J|at
mace vcu( b(anc :ucce::lu| |n t|e ¦(:t c|ace
|ven |l vcu( b(anc |: (e|at|ve|v ||u| c(|cec, t|at ||u|
c(|ce, ce( :e, neec nct be a c(cb|em a: |cnu a: cecc|e
be||eve vcu( b(anc c(cv|ce: va|ue lc( mcnev |c:t
cecc|e ¦nc :ecu(|tv |n buv|nu an e:tab||:|ec anc
(ecutab|e b(anc w|at vcu neec tc cc |: ma|e vcu(
b(anc acce::|b|e Du(|nu t|e /(uent|nean eccncm|c
c(|:|: cl 2002, Un||eve( mace |t cc::|b|e lc( cecc|e tc
buv t|e S||c |aunc(v b(anc bv ma||nu :ma|| cac|aue:
ava||ab|e, J||c| ca((|ec a |cJ un|t c(|ce l|ev a|:c
|nt(ccucec |a(ue eccncmv :|.e: t|at clle(ec cecc|e a
bette( cea|
/j jou mo|e o cost-cutt|nç move onJ
m|s|uJçe t|e comoet|t|ve resoonse.
jou moj çet couç|t out.
0on´t or|ce oromote un|ess jou con cut costs
or ||ve w|t| |ower morç|ns
lt |: temct|nu tc cut c(|ce: |n c(ce( tc (eta|n c(|ce-:en-
:|t|ve :|ccce(:, but t||: can be a (|:|v :t(ateuv ll vcu(
b(anc clle(: a ccmce|||nu (at|cna| c( emct|cna| acvan-
taue cve( t|e ccmcet|t|cn, cecc|e J|c a(e lc(cec tc
:J|tc| tc c|eace( b(anc: a(e |||e|v tc buv vcu( b(anc
aua|n J|en t|e (ece::|cn |: cve( But cnce a c(|ce c(e-
m|um |: |c:t, |t tenc: nct tc be (eua|nec F(euuent c(|ce
c(cmct|cn: t(a|n |cva| b(anc buve(: tc excect |cJe(
c(|ce: anc tc buv cn|v cn cea|
4 recess|on con |moose o J|sc|o||ne
on mor|et|nç t|ot |s octuo||j 0enehc|o|
to 0ronJs.
4nt|c|oote t|e|r oct|ons
Pece::|cn: a(e a t|me cl lux NcJ mc(e t|an eve(, vcu
neec tc ant|c|cate J|at vcu( ccmcet|t|cn m|u|t cc
anc c|an accc(c|nu|v l|e (e|at|cn:||c betJeen SOv
anc SO|, J||c| ex|:t: cu(|nu bct| uccc anc bac
t|me:, beccme: a c(|t|ca| lactc( cu(|nu (ece::|cn, J|en
manv b(anc: cut bac| cn :cenc|nu ll eve(vcne e|:e
cut: :cenc|nu, vcu can ua|n an ecue :|mc|v bv ma|n-
ta|n|nu vcu( cJn |eve| cl |nve:tment
/nv act|cn vcu ta|e, |cJeve(, |: :ub|ect tc a ccm-
cet|t|ve (eact|cn l|e(elc(e, vcu :|cu|c ccn:|ce( t|e
Jav: ccmcet|tc(: m|u|t (e:ccnc anc Jc(| t|(cuu| a
va(|etv cl :cena(|c: ll vcu ma|e a cc:t-cutt|nu mcve
anc m|:|ucue t|e ccmcet|t|ve (e:ccn:e, vcu mav uet
cauu|t cut ln 2002, K|mbe(|v-C|a(| (ecucec t|e
numbe( cl c|ace(: |n eac| cac|aue cl Huuu|e: |n c(-
ce( tc |mc(cve ma(u|n: P(ccte( & Camb|e ccu|c |ave
lc||cJec :u|t, but |n:teac t|ev |ect t|e|( cac| :|.e
ccn:tant anc accec t|e Jc(c 'Ccmca(e¨ tc t|e |abe|
/t t|e :ame t|me, t|ev |nc(ea:ec c|:ccunt ccuccn:
anc :tc(e c|:c|av: lc( Pamce(:, ellect|ve|v :cc|||nu t|e
c(|c|nu ccJe( cl Huuu|e:
46
:tatement: |cne c|ece cl ma|| vcu can ccunt cn
cecc|e tc ccen), u:e t|at ve||c|e tc ce||ve( :cec|a|
clle(:, (e|evant neJ:, anc |nlc(mat|cn
|a|e :u(e vcu a(e meet|nu vcu( cu:tcme(: ex|:t-
|nu neec: a: Je|| a: vcu can U:e t|e leecbac| l(cm
vcu( :a|e: lc(ce c( cu:tcme( :e(v|ce ceca(tment tc
|eec t(ac| cl c|anu|nu neec: w|at neJ clle(: m|u|t
be accea||nu tc cu:tcme(: anc cctent|a| cu:tcme(:`
Ccn:|ce( J|et|e( t|e(e a(e anv cu:tcme(: vcu can
allc(c tc |et uc l|c:e J|c a(e c|::at|:¦ec anc J|c
cav |ate |n uccc t|me: a(e un|||e|v tc be c(c¦tab|e
J|en t|me: uet tcuu|
Pev|ew jour consumer seçmentot|on
Pac|auec uccc: ccmcan|e: :|cu|c lccu: cn t|e
ccn:ume( :eument: t|at a(e |||e|v tc clle( t|e be:t
(etu(n: / :||lt |n cc:|t|cn|nu m|u|t ma|e t|e b(anc
att(act|ve tc a mc(e c(c¦tab|e ta(uet Un||eve( mace
:uc| a :||lt J|t| t|e Dcve b(anc |n lu(|ev, J|e(e,
becau:e |t Ja: muc| mc(e excen:|ve t|an (euu|a(
:cac, t|e b(anc Ja: t(ac|t|cna||v ta(uetec at uc:ca|e
Jcmen But cu(|nu t|e 200T (ece::|cn, a neJ b(anc
team c(altec a va|ue-c(|entec accea| tc m|cc|e-|n-
ccme ccn:ume(: - a la( |a(ue( auc|ence - ba:ec cn
t|e c(ccc:|t|cn t|at Dcve bct| c|ean: anc mc|:tu(-
|.e: Dcve mc(e t|an ccub|ec |t: :|a(e cl :cenc l(cm
2000 tc 200T, (e:u|t|nu |n a ma(|et :|a(e ua|n cl ¦ve
ce(centaue cc|nt: bv t|e m|cc|e cl 2002
4 ||ç| or|ce. oer se. neeJ not 0e o
oro0|em os |onç os oeoo|e 0e||eve jour
0ronJ orov|Jes vo|ue jor monej.
Focus on Your Communication
Pev|ew jour 0uJçet o||ocot|ons
Ycu( cu:tcme(: a(e |cc||nu tc max|m|.e t|e|( va|ue
lc( mcnev Ycu :|cu|c cc t|e :ame l||n| abcut t|e
(e|at|ve cc:t anc ellect|vene:: cl t|e ava||ab|e mec|a
c|anne|: Ycu mav ccnc|uce t|at vcu cant allc(c tc
ccmc|ete|v ca:: cn lv, but vcu can extenc vcu( lv
|nve:tment |n |e:: excen:|ve mec|a |||e c(|nt, (ac|c anc
cutccc( acve(t|:|nu
l|e(elc(e, c(em|um b(anc: :|cu|c ma|nta|n t|e|(
(e|at|ve c(|ce c(em|um anc :ee| tc (el(ame ce(cec-
t|cn: cl va|ue Bv ccnt(a:t, |cJ-c(|ce b(anc: :|cu|c
emc|a:|.e t|e|( c(|ce cc|nt: auu(e::|ve|v we|| cc:|-
t|cnec lc( |a(c t|me: J|t| |t: 'Save mcnev L|ve bet-
te( tau||ne, wa|-|a(t u:ec |t: |cJ cc:t :t(uctu(e anc
|cu|:t|ca| acvantaue: tc |eec u(cce(v c(|ce: |cJ cu(|nu
t|e |a:t US (ece::|cn J|||e ccmcet|tc(: :t(uuu|ec
J|t| ccc( ma(u|n:
0on´t cut ouo||tj
/: t|e c(e::u(e tc ¦nc cc:t :av|nu: |nc(ea:e:,
ccmcan|e: mav be temctec tc cut bac| cn t|e uua||tv
cl t|e|( c(ccuct: c( :e(v|ce: l||: temctat|cn :|cu|c
be (e:|:tec at a|| cc:t: / :ucce::lu| b(anc |: bu||t cn
t|e bec(cc| cl a u(eat b(anc exce(|ence / c(ccuct
c( :e(v|ce t|at ce||ve(: excect|cna| ce(lc(mance J|||
|eec cecc|e ccm|nu bac| / (ecuct|cn |n uua||tv mav
:eem tc uc unnct|cec lc( a J|||e, but c(cv|ce:
ccmcet|tc(: J|t| an ccen|nu t|ev mav |ate( exc|c|t
I||n| |nterno| 0ronJ|nç onJ moro|e
l|e mct|vat|cn |eve| cl emc|cvee: |: c(|t|ca| tc a
ccmcanv: :ucce::, ca(t|cu|a(|v |n :e(v|ce |ncu:t(|e:
l|e(elc(e, Jc(|e(: neec tc be ccnv|ncec cl t|e me(|t:
cl t|e|( b(anc anc (ea::u(ec t|at t|e|( |cb: a(e :ale
U:e |nte(na| ccmmun|cat|cn tc (em|nc vcu( :tall t|at
t|ev ma|e a c|lle(ence
|ven |l |avcll: a(e nece::a(v, t|e(e a(e :tec: vcu
can ta|e tc m|n|m|.e t|e camaue |anv exce(t:
(eccmmenc |nve:t|nu |n t(a|n|nu lc( vcu( (ema|n|nu
emc|cvee: tc cemcn:t(ate vcu( ccmm|tment tc t|em,
:u(vev: |ave lcunc a :ub:tant|a| cc((e|at|cn betJeen
an |nc(ea:e |n |cb t(a|n|nu alte( |avcll: anc :ub:euuent
|nc(ea:e: |n c(c¦t anc c(ccuct|v|tv
Focus on Your Customers
keeo |n touc|
w|et|e( t|e cateuc(v |: B2C c( B2B, a b(anc: b|u-
ue:t a::et cu(|nu a (ece::|cn |: |t: ex|:t|nu cu:tcme(
ba:e ll vcu( ccmcanv |: a :e(v|ce c(cv|ce(, ccn¦(m
t|at vcu( ma(|et|nu act|v|t|e: a(e lccu:ec cc((ect|v
cn vcu( mc:t va|uab|e, |cva|, anc :at|:¦ec cu:tcme(:
Keec t|em |accv anc (eJa(c t|e|( |cva|tv ll vcu |ave
ccntact J|t| cu:tcme(: t|(cuu| mcnt||v b||||nu
47
vcu( mec|a bucuet a: ellect|ve|v a: cc::|b|e le:t a
(anue cl :c|ut|cn: lc( eac| c|anne| P(e-te:t|nu |:
c|eac |n ccmca(|:cn tc Ja:t|nu m||||cn: cn ac: t|at
la|| tc evc|e t|e ce:|(ec (e:ccn:e
I|e 0est woj to |everoçe jour soenJ
|s to out |t 0e||nJ ||ç|-ouo||tj creot|ve.
Conc|usion
Du(|nu (ece::|cn:, ccn:ume(: anc ma(|ete(: a|||e
mu:t ma|e t|e be:t cl a bac :|tuat|cn Nct eve(v b(anc
J||| cut :cenc|nu, but manv cl t|c:e t|at cc J||| ¦nc
t|em:e|ve: at a c|:acvantaue J|en t|e (ece::|cn enc:
|a(|ete(: neec tc ma|e t|e mc:t cl eve(v cc||a( :cent
|n :uccc(t cl t|e|( b(anc: |l t|ev |cce tc ma|nta|n
:t(cnu ccn:ume( (e|at|cn:||c: l|c:e t|at :ucceec
:|cu|c t|en be Je|| cc:|t|cnec tc ta|e acvantaue cl
Jea|e( ccmcet|t|cn J|en t|e uccc t|me: (etu(n
To read more about marketine durine recession,
p|ease visit www.mb-b|oe.com.
P(|ce: lc( t(ac|t|cna| mec|a mav be cec(e::ec cu(|nu
(ece::|cn:, :c vcu mav be c(e:entec J|t| a buve(:
ma(|et ll vcu can buv mc(e lc( |e::, t(v tc |cc| |n
|cnu-te(m cea|: lnte(e:t |n c|u|ta| ma(|et|nu, |cJ-
eve(, tenc: tc be ccunte(cvc||ca| becau:e cu(|nu bac
t|me: manv ma(|ete(: lee| :ale( |nve:t|nu |n J|at t|ev
be||eve |: a (eac||v mea:u(ec mec|um l|e(elc(e, t|e
cc:t cl c|u|ta| mav |nc(ea:e cue tc ext(a cemanc But
:ea(c| anc e-ma|| ma(|et|nu mav nct c(cv|ce t|e ex-
cectec POl J|t|cut ccmmun|cat|cn t|(cuu| b(cacca:t
mec|a tc c(|me |nte(e:t |n t|e cateuc(v anc b(anc
ln-:tc(e ma(|et|nu t(ac|t|cna||v t|(|ve: |n ccJntu(n:,
anc lc( uccc (ea:cn B(anc a::cc|at|cn: cc nct e(cce
cve(n|u|t, :c even J|en a b(anc |: nct acve(t|:|nu,
|n-:tc(e mec|a anc :|unaue J||| (em|nc cecc|e cl t|e
b(anc: c(cm|:e (|u|t at t|e cc|nt cl cu(c|a:e
No|e jour creot|ve wor| |orJer
ln anv ccmmun|cat|cn c|anne|, t|e be:t Jav tc
|eve(aue vcu( :cenc |: tc cut |t be||nc ||u|-uua||tv
c(eat|ve / meta-ana|v:|: cl eccncmet(|c :a|e:
mcce||nu cub||:|ec |n /cmac |Feb(ua(v 2006) lcunc
c(eat|ve tc be t|e b|uue:t cctent|a| mu|t|c||e( cl c(c¦t
|ct|e( t|an ma(|et :|.e) /c(c:: a J|ce va(|etv cl
cateuc(|e:, b(anc:, anc c|anne|:, Pau| Dv:cn anc Ka(|
weave( lcunc t|at c(eat|ve |ac ¦ve t|me: a: muc|
|mcact cn c(c¦t a: c|c bucuet a||ccat|cn NcJ mc(e
t|an eve(, vcu neec tc :et t|e ba( ||u| anc |eve(aue
48
KNOwL|DC| POl NlS
Puttine a financia| va|ue on your brand p|an

ln the past, marketine was often said to be unaccountab|e. Not any more. Today,
marketers are required to show how their expenditure is de|iverine a return by
contributine to brand and business success. And there are c|ear benefits in put-
tine a va|ue on the brand p|an. First, it a||ows for return on investment ca|cu|a-
tions to be based on a tru|y |one-term perspective, not just on outcome within
one fisca| year. And second, it enab|es testine of investment hypotheses - for
examp|e, to find out what happens if expenditure is reduced - within a frame-
work both marketine and finance can understand.
K N D W L E 0 6 E P D l N T K N D W L E 0 6 E P D l N T K N D W L E 0 6 E P D l N T K N D W L E 0 6 E P D l N T
A va|ue that takes future profits into account
/ b(anc |:nt va|uab|e becau:e cl t|e c(cl|t: |t |a: mace |n
t|e ca:t w|en t|e C|tv |c|c: :|a(e: |n a bu:|ne::, |t cce: :c
becau:e |t excect: t|e ccmcanv: b(anc: tc ce||ve( a :t(eam
cl c(cl|t: Je|| |ntc t|e lutu(e
C|tv ana|v:t: |ave a Jav cl cutt|nu a c(e:ent cav va|ue cn t||:
|cnu-te(m c(cl|tab|||tv, J||c| t|ev ca|| D|:ccuntec Ca:| F|cJ
|DCF) Ol ccu(:e, |t: |mcc::|b|e tc c(ec|ct J|t| anv ce(ta|ntv
J|at lutu(e event: J||| |ave an |mcact cn a b(anc: :ucce::
l|e u(eate( t|e unce(ta|ntv, t|e u(eate( t|e (|:| lac|nu cc-
tent|a| |nve:tc(: - t|cuu| t|ev mav be J||||nu tc accect t||:
|l t|e cctent|a| (etu(n: |cc| att(act|ve encuu|
But, J|||e a numbe( cl c|lle(ent lactc(: mav allect t|e ceu(ee
cl (|:| tc ce(lc(mance anc c(cl|tab|||tv cve( t|me, cecenc|nu
cn t|e b(anc anc cateuc(v, t|e(e a(e tJc t|at (ema|n ccn-
:tant l|e :t(enut| cl t|e cu((ent (e|at|cn:||c betJeen t|e
ccn:ume( anc t|e b(anc, anc t|e ccmm|tment tc |nve:t|nu
|n b(anc bu||c|nu

Neasurine brand streneth to understand risk
St(cnue( b(anc: a(e a |e:: (|:|v |nve:tment we mea:u(e t|e
:t(enut| cl t|e (e|at|cn:||c J|t| ccn:ume(: t|(cuu| vc|taue,
a met(|c l(cm cu( b(anc euu|tv :v:tem, B(ancDvnam|c:
l||: ana|v:|: cl nea(|v 400 b(anc: :|cJ: t|e (e|at|cn:||c
betJeen vc|taue anc b(anc :|a(e |c::
|ac| cc|nt cn t||: c|a(t (ec(e:ent: a 5 ce(cent banc cl cata
ba:ec cn t|e b(anc: vc|taue |n Yea( T, :c t|e cata |: c|v|cec
uc |ntc 20 c|un|: l|e |c(|.cnta| ax|: :|cJ: t|e ave(aue
vc|taue :cc(e lc( b(anc: |n eac| banc anc t|e ve(t|ca| ax|:
:|cJ: t|e c(ccc(t|cn cl b(anc: |n eac| banc t|at cec||nec
t|e lc||cJ|nu vea(
vc|taue |a: a :t(cnu (e|at|cn:||c J|t| t|e c(cbab|||tv cl
b(anc: |c:|nu :|a(e |n t|e vea( alte( t|e euu|tv mea:u(e-
ment B(anc: J|t| a ||u|e( vc|taue a(e muc| |e:: |||e|v tc
|c:e :|a(e |uua||v, a ||u|e( vc|taue |a: a uccc (e|at|cn:||c
F|µure1. Branc P|s| cer|vec frcm ex|st|nµ ccnsumer re|at|cnsh|p
LcJ 0 H|u|
80%
T00%
60%
40%
20%
0%
vc|taue
l|
D
c
J
n
:
|c
e

(
|:
|
P
2
=.71
51 51
K N D W L E 0 6 E P D l N T K N D W L E 0 6 E P D l N T K N D W L E 0 6 E P D l N T K N D W L E 0 6 E P D l N T
J|t| t|e c(cbab|||tv cl b(anc: ua|n|nu :|a(e
w|en Je ccmb|ne t|e:e tJc cu(ve: tcuet|e( Je can e:t|mate
a cc:|t|ve c( neuat|ve (|:| lactc( lc( eac| |eve| cl vc|taue
l|e:e (e|at|cn:||c: c(cv|ce an cb|ect|ve, ccn:ume(-ba:ec
mea:u(e cl (|:| / b(anc J|t| a |cJ vc|taue |: |e:: |||e|v tc
be ab|e tc ma|nta|n |t: :|a(e t|an a b(anc J|t| a ||u|e( vc|t-
aue Sc a ma(|et|nu c|an t|at a::ume: :|a(e ma|ntenance
lc( a b(anc J|t| |cJ vc|taue ca((|e: a u(eate( (|:| t|an t|e
:ame c|an lc( a :t(cnue( b(anc
ßrand investment. the key to |one-term va|ue
Cu((ent b(anc :t(enut| |: cn|v ca(t cl t|e :tc(v P|:| tc lutu(e
c(cl|tab|||tv |: a|:c allectec bv |nve:tment |n b(anc bu||c|nu
l||: c|a(t |: ba:ec cn ana|v:|: cl cve( 350 b(anc: l(cm a
(anue cl cateuc(|e:
l|e |c(|.cnta| ax|: :|cJ: t|e extent tc J||c| b(anc: Je(e
:cenc|nu abcve c( be|cJ t|e|( ma(|et :|.e l|e b(anc:
|ave been (an|ec anc t|en u(cucec |ntc 20 banc: ba:ec
cn t||: mea:u(e l|e ve(t|ca| ax|: :|cJ: t|e c(ccc(t|cn
cl eac| u(cuc t|at |c:t ma(|et :|a(e Pe|at|ve unce(-|n-
ve:tment |: c|ea(|v ||n|ec J|t| a u(eate( (|:| cl cec||ne |n
ma(|et :|a(e
/t eve(v |eve| cl |nve:tment, t|e(e J||| be :cme b(anc: t|at
la|| tc ce||ve(, but t|e u(eate( t|e unce(-|nve:tment, t|e
mc(e |||e|v t||: beccme: One (ea:cn lc( t||: |: t|at ac-
ve(t|:|nu a::cc|at|cn:, |maue: anc memc(|e: |e|c tc ce-
l|ne t|e b(anc, anc :|ace ccn:ume( |nte(act|cn: J|t| t|e
b(anc ll t|e:e a::cc|at|cn: a(e nct ma|nta|nec anc |ect
v|b(ant, t|en t|e (e|at|cn:||c betJeen t|e b(anc anc t|e
ccn:ume( |: cut at (|:|
ln cne :cena(|c Je exc|c(ec, cutt|nu acve(t|:|nu |nve:tment
Jcu|c |ave bcc:tec c(cl|t: bv US 105 m||||cn |n t|e l|(:t
vea( But |t a|:c |nc(ea:ec t|e (|:| cl lutu(e :|a(e |c::, |eac-
|nu tc a c(ec|ctec (ecuct|cn |n cve(a|| b(anc va|ue cl cve(
US 13 m||||cn
Cuttine advertisine investment. a fa|se economy
Sc b(anc |nve:tment anc cu((ent b(anc :t(enut| a(e bct|
ccnt(|butc(: tc t|e b(anc (|:| a::e::ment Bv lactc(|nu
t|e:e |ntc t|e b(anc c|an, Je can :ee J|at Jcu|c |ac-
cen tc t|e b(anc: va|ue |l t|e acve(t|:|nu bucuet Ja: cut
Cene(a||v :cea||nu, a (ecuct|cn |n acve(t|:|nu |nve:tment
c(ccuce: an |mmec|ate |nc(ea:e |n c(cl|t, but a :|un|l|cant
cec||ne |n t|e b(anc: Net P(e:ent va|ue
60%
40%
20%
0%
F|µure 2. Branc P|s| cer|vec frcm ex|st|nµ ccnsumer re|at|cnsh|p
LcJ 0 H|u|
80%
T00%
vc|taue
l|
U
c
:
|c
e

(
|:
|
P
2
=.37
|ec|a P(e::u(e
|S|a(e cl vc|ce - S|a(e cl |a(|et)
/cvert|s|nµ lnvestment recuces r|s|
T00
50%
0%
-30% 0% 30%
%

|c
:
|n
u

:
|
a
(
e
P
2
=.74
|^cu|eJoe |c^/· ./e J/.u^ //c^ /'e |||u./J 3/cu^ |^cu|eJoe 3.^·
.c^··/^o c/ ca/ J./.0.·e· c/ 'CCCC 0/.^J· .^J 4CCCC .J· .· ue|| .·
1CCC ..·e ·/aJe· ¯CC .c^/e/e^.e 0.0e/· .^J ^.o.·^e .//.|e· .^J 2'C
|e./^^o· Jc.a^e^/· !'· |^cu|eJoe |c^/ u.· 0/e0./eJ u/' /'e .···-
/.^.e c/ |||u./J 3/cu^ 00/^c/
JJJm|||Ja(cb(cJnccm
T6
T4
T2
T0
08
06
04
02
Pe(cent||e: cl vc|taue
l|
F|µure 3. Branc P|s| lu|t|p||er
B
(
a
n
c

P
|:
|

|
u
|t
|c
||e
(
52 52
Nanaeine the brand as an intaneib|e asset

Nany of the wor|d's bieeest companies derive more than ha|f their va|ue from
their brands. And, more eenera||y, there's c|ear evidence that bui|dine strone
brands throueh effective marketine can have a very positive impact on share
price. ßut the downside of bui|dine va|ue on intaneib|e assets such as brands is a
hieher deeree of investment risk. The answer is for companies to manaee their
brands |ike taneib|e assets to de|iver optima| and sustainab|e va|ue. And brand
va|uation is a powerfu| too| in this reeard, enab|ine marketers to maximize their
investment and mitieate risk.
K N D W L E 0 6 E P D l N T K N D W L E 0 6 E P D l N T K N D W L E 0 6 E P D l N T K N D W L E 0 6 E P D l N T
Understandine the va|ue of intaneib|e assets
l|(cuu| cu( B(anc/
l|
Jc(|, Je can e:t|mate t|e ccnt(|but|cn
cl b(anc: tc ccmcanv ea(n|nu: l||: va(|e: J|ce|v betJeen
cateuc(|e: l(cm |uxu(v uccc:, |a|( ca(e anc c(|n|:, J|e(e
a :t(cnu b(anc |: ve(v |mcc(tant, t|(cuu| l|nanc|a| :e(v|ce:,
J|e(e ce(:cna| (e|at|cn:||c: |ca(t|cu|a(|v |n t|e B2B :cace)
c|av a u(eate( ca(t, tc mctc( lue|, J|e(e lactc(: :uc| a: c(|ce
anc |ccat|cn c(|ve a ||u| c(ccc(t|cn cl (evenue:
l|e ev|cence |: t|at :t(cnue( b(anc: a(e mc(e |||e|v tc uen-
e(ate a :t(cnue( :|a(e c(|ce
l|e mc(e a b(anc can ccnt(|bute tc t|e va|ue cl a ccmcanv,
t|e bette( /nc ellect|ve ma(|et|nu act|v|tv can allect t||:
|ctc(c|a, lc( examc|e, ac||evec cne cl t|e b|uue:t |nc(ea:e:
|n b(anc euu|tv cve( t|e ca:t leJ vea(: alte( t|e|( neJ ma(-
|et|nu c|(ectc( |n:t|uatec a lu|| b(anc (ev|eJ tc unce(:tanc
nct cn|v J|at t|e b(anc :tccc lc(, but a|:c J|at cu:tcme(:
Jantec l|e l|nc|nu: lue|ec c(ccuct ceve|ccment anc |ec
tc |ccn|c neJ c(ccuct: :uc| a: t|e P//P anc P|BL, :uc-
cc(tec bv cut:tanc|nu ccmmun|cat|cn: act|v|tv /: a (e:u|t,
t|e :t(enut| cl t|e b(anc: (e|at|cn:||c J|t| cu:tcme(: |n-
c(ea:ec, anc, cve( t|e :ame ce(|cc, |ctc(c|a: Jc(| ccnt(|b-
utec tc a cec(ea:e |n cve(a|| cateuc(v ccmmcc|t|.at|cn -
where branc ccntr|butes mcst
Luxu(v
Ha|( Ca(e
Sclt D(|n|:
Bee(
Ccllee
O(a| Ca(e
/cca(e|
Fa:t Fccc
||ne(a| wate(
FaceBccv Ca(e
/utcmct|ve
Ban|:
|cb||e Hanc:et:
ll Ha(cJa(e
ln:u(ance
|cb||e NetJc(|:
C(ec|t Ca(c:
ll ScltJa(e
|ctc( Fue|
B(anc:
B(anc:
1an
95
400
350
300
250
0
1u|
95
1an
96
1u|
96
1an
97
1u|
97
1an
98
1u|
98
1an
99
1u|
99
1an
00
1u|
00
1an
0T
1u|
0T
1an
02
1u|
02
1an
03
1u|
03
1an
04
1u|
04
Scu(ce P(cc(|eta(v wPP B(anc/
l|
b(anc :t(enut| cata
lncexec Share Pr|ce
53 53
K N D W L E 0 6 E P D l N T K N D W L E 0 6 E P D l N T K N D W L E 0 6 E P D l N T K N D W L E 0 6 E P D l N T
J|t| la( mc(e buve(: be||ev|nu t|at c|cc:|nu t|e (|u|t b(anc
Ja: |mcc(tant t|an tJc vea(: ea(||e(
l||: t(an:|ate: |ntc a 300 ce(cent |nc(ea:e |n t|e va|ue cl
t|e b(anc
ln 2005, t||: b(anc |ac a va|ue cl US 19 b||||cn, cl J||c|
:cme 3 ce(cent - US 1260 m||||cn - Ja: ce(|vec l(cm
t|e UK w|t|cut t|e |nc(ea:e |n b(anc :t(enut| anc t|e |n-
c(ea:ec cateuc(v c|lle(ent|at|cn, t|at va|ue Jcu|c cn|v |ave
been abcut US 180 m||||cn Sc Je can e:t|mate t|at |u:t
t|(cuu| :t(enut|en|nu t|e b(anc t|e bu:|ne:: benel|tec tc
t|e tune cl :cme US 1T80 m||||cn

The downside of va|uab|e intaneib|es. ereater vo|ati|ity
Lcc||nu at 2005 cata lc( ccmcan|e: J|t||n t|e S&P 500,
Je :ee t|at t|c:e J|c:e |ntanu|b|e a::et: acccuntec lc( a
|a(ue( ce(centaue cl t|e|( va|ue tencec tc be mc(e vc|at||e
lc mea:u(e t|e (c|e cl |ntanu|b|e a::et: |n uene(at|nu t|e
va|ue cl t|e ccmcanv, Je ta|e t|e tcta| ma(|et va|ue, :ub-
t(act t|e bcc| va|ue cl tanu|b|e a::et:, anc t|en c|v|ce t|at
c|lle(ence bv t|e tcta| ma(|et va|ue cl t|e ccmcanv we
uauue (|:| u:|nu a mea:u(e cl t|e vc|at|||tv cl a ccmcanv:
:|a(e c(|ce, ac|u:tec tc e||m|nate t|e ellect: cl t|e amcunt
cl cebt t|e ccmcanv ca((|e: Bv |ntanu|b|e a::et:, Je mean
a|| t|e :cu(ce: cl ccmcet|t|ve acvantaue t|at t|e ccmcanv
|a: |n exc|c|t|nu |t: tanu|b|e a::et: - |nc|uc|nu |nte||ectua|
c(cce(tv, catent: anc tec|nc|cu|e:, c|:t(|but|cn, cce(at|cna|
c(cce::e:, cecc|e, anc b(anc:
/ct|v|t|e: t|at a(e a::et-|nten:|ve, :uc| a: manulactu(|nu,
a(e Je||-|ncJn anc c(ec|ctab|e |n natu(e /ct|v|t|e: t|at
|eav||v (e|v cn |ntanu|b|e:, :uc| a: b(anc manauement,
a(ent a: ea:v tc u(a:c - anc t|e(elc(e tenc tc be (|:||e(
Pisk and return from intaneib|es
Scec|l|c cateuc(|e: J|t||n cu( S&P 500 :amc|e c(cv|ce
acc|t|cna| |n:|u|t Fc( examc|e, t|e beve(aue: ma(|et -
a|cc|c||c anc ncn-a|cc|c||c - :|cJ: c|ea(|v t|at ccmca-
n|e: |eav||v (e|v|nu cn |ntanu|b|e: tenc tc be a (|:||e( |nve:t-
ment
ln t||: (e:cect, Ccca-Cc|a anc Pec:| a(e ca(t|cu|a(|v |n-
te(e:t|nu l|e Ccca-Cc|a Ccmcanv anc Pec:|Cc a(e cc:|-
lncreasec emphas|s cn |ntanµ|b|es re|ates tc |ncreasec r|s|
The S&P 500
T2
0 0T 02 03 04 05 06 07 08 09 T
TT
T
09
08
07
06
05
04
03
02
0T
0
Pc|e cl |ntanu|b|e: |n uene(at|nu va|ue
P
|:
|

P_=.80
Beveraµe Ccmpan|es
Beveraµe ccmpan|es w|th|n the S&P 500
06 07 08 09
09
08
07
06
05
04
03
02
Pc|e cl |ntanu|b|e: |n uene(at|nu va|ue
5 un|eve(auec beta
lcta| ma(|et va|ue cl t|e ccmcanv m|nu: t|e bcc| va|ue cl tanu|b|e a::et:, c|v|cec bv t|e tcta| ma(|et va|ue cl t|e ccmcanv
Scu(ce: B|ccmbe(u, BP/ND/ lcc T00 anc ||||Ja(c B(cJn Oct|mc( /na|v:|:
P_=.30
Ccn:te||at|cn
B(anc:
/n|eu:e(-
Bu:c|
Ccca-Cc|a
|nte(c(|:e:
Pec:|
Bctt||nu
C(cuc
l|e Ccca-Cc|a
Ccmcanv
B(cJn
Fc(man
|c|:cn
Ccc(:
Pec:|Cc
The branc |s ccntr|but|nµ mcre va|ue
2005
2003
St(cnu
wea|
Ccmmcc|t|.ec D|lle(ent|atec
P
e
|a
t
io
n
s
h
ip
300%
lnc(ea:e
c|a Cc|a c|a a cc
54 54
K N D W L E 0 6 E P D l N T K N D W L E 0 6 E P D l N T K N D W L E 0 6 E P D l N T K N D W L E 0 6 E P D l N T
t|cnec tcJa(c t|e tcc (|u|t ca(t cl t|e u(ac|, J|e(ea: Cc-
ca-Cc|a |nte(c(|:e: anc Pec:| Bctt||nu C(cuc |tJc cl t|e|(
ma|c( bctt|e(:) a(e at t|e bcttcm |elt
Bv :c|nn|nu cll t|e|( bctt|e(: |n T986 anc T999 (e:cect|ve|v,
l|e Ccca-Cc|a Ccmcanv anc Pec:|Cc uct (|c cl t|e|( mc:t
cac|ta|-|nten:|ve anc |ea:t c(cl|tab|e act|v|t|e: - a||cJ|nu
t|em tc lccu: cn t|e|( :cu(ce: cl ccmcet|t|ve acvantaue
t|e manauement cl t|e|( b(anc: anc t|e|( c|:t(|but|cn
netJc(|:
/: a (e:u|t, l|e Ccca-Cc|a Ccmcanv anc Pec:|Cc :|un|l|-
cant|v |mc(cvec t|e|( (etu(n: cn cac|ta| Yet a: t|e c|a(t
abcve :|cJ:, t|e ||u|e( (etu(n: ac||evec bv l|e Ccca-Cc|a
Ccmcanv anc Pec:|Cc - (e|at|ve tc t|e|( bctt|e(: - came
at a cc:t l|e|( (|:| Ja: a|:c ||u|e(, becau:e t|ev lccu:ec
cn act|v|t|e: t|at Je(e mc(e vc|at||e t|an manulactu(|nu |eu
b(anc manauement)
ln uene(a|, a: ccmcan|e: (elccu: cn act|v|t|e: t|at uene(ate
ccmcet|t|ve acvantaue, t|ev ce||ve( ||u|e( (etu(n: tc :|a(e-
|c|ce(: But t|e|( (|:| c(cl||e: a|:c c|anue On a (|:|-ac|u:tec
ba:|:, t|e:e ccmcan|e: clten ccnt ce||ve( acc|t|cna| va|ue tc
:|a(e|c|ce(:, becau:e an |nc(ea:e |n vc|at|||tv |a: cll:et t|e
|nc(ea:e |n (etu(n: l|e c|a||enue |: tc bette( manaue t|e
|ntanu|b|e a::et:, tc (ecuce t|e (|:| a::cc|atec J|t| t|em
Pisk and return from brands
B(anc: a(e t|e mc:t |mcc(tant cl t|e |ntanu|b|e a::et: t|at
ccmcan|e: neec tc manaue mc(e ellect|ve|v Lcc||nu at
t|e ma|c( ccmcute( |a(cJa(e b(anc: ccve(ec bv t|e 2006
B(anc/ lcc T00 (an||nu cl t|e Jc(|c: b|uue:t b(anc: bv
b(anc va|ue |cub||:|ec |n /c(|| 2006 bv t|e F|nanc|a| l|me:),
anc t|e S&P 500, (evea|: |cJ t|e |mcc(tance cl b(anc: |n
uene(at|nu va|ue lc( :|a(e|c|ce(: allect: ccmcanv (|:| l||:
c|a(t :|cJ: t|at |nc(ea:ec (|:| tenc: tc be a::cc|atec J|t|
t|e b(anc c|av|nu a |a(ue( ca(t |n uene(at|nu va|ue lc( t|e
ccmcanv
we mea:u(ec t|e (c|e cl b(anc: bv c|v|c|nu t|e b(anc va|-
ue cl t|e ccmcanv |l(cm cu( B(anc/ lcc T00 (an||nu) bv
t|e tcta| ccmcanv va|ue /cc|e Ja: c|ea(|v :t(|||nu, J|t| |t:
b(anc c|av|nu a muc| |a(ue( ca(t |n t|e cu(c|a:e c|c|ce
l||: |:nt :u(c(|:|nu u|ven /cc|e: |cnu-:tanc|nu (ecutat|cn
|n ccmcute( |a(cJa(e, anc |t: (ecent :ucce:: J|t| t|e |Pcc
But t|e mc(e c(cm|nent (c|e cl t|e b(anc |n /cc|e: bu:|-
ne:: mcce| came at a c(|ce |nc(ea:ec (|:| De|| anc lB|,
J|c:e b(anc: c|avec |e:: cl a ca(t |n t|e cu(c|a:e c|c|ce,
|ac :|un|l|cant|v |cJe( (|:| Ol ccu(:e, t||: cce:nt mean
t|at /cc|e :|cu|c ma|e b(anc bu||c|nu |e:: cl a c(|c(|tv, |u:t
t|at t|e ccmcanv ccu|c benel|t l(cm manau|nu |t: b(anc
bette(, l(cm a :|a(e|c|ce(-va|ue ce(:cect|ve
Nitieatine risk throueh diversification
Ccmcan|e: neec tc l|nc Jav: tc mc(e ellect|ve|v manaue
t|e|( |ntanu|b|e a::et:, ca(t|cu|a(|v b(anc:, tc m|t|uate t|e
(|:| a::cc|atec J|t| :uc| a::et: anc bette( :u:ta|n t|e|(
ccmcet|t|ve acvantaue
w|at cce: manau|nu b(anc (|:| mean` l|e textbcc| an-
:Je( tc ||u| (|:| |: c|ve(:|l|cat|cn l|e Ccca-Cc|a Ccmcanv
anc Pec:|Cc aua|n c(cv|ce an |nte(e:t|nu examc|e Pec:|Cc
|: mc(e c|ve(:|l|ec t|an l|e Ccca-Cc|a Ccmcanv - J|t| t|e
Pec:| b(anc acccunt|nu lc( abcut 20 ce(cent cl Pec:|Cc:
tcta| 2005 (evenue:, J|e(ea: Je e:t|mate t|at t|e Ccca-
Ccmputer Harcware
Ccmputer harcware ccmpan|es w|th|n the S&P 500
0T 02 03 04
T8
T6
T4
T2
T
08
06
04
02
0
Pc|e cl |ntanu|b|e: |n uene(at|nu va|ue
5 un|eve(auec beta
B(anc va|ue c|v|cec bv t|e tcta| ma(|et va|ue cl t|e ccmcanv
Scu(ce: B|ccmbe(u, BP/ND/ lcc T00 anc ||||Ja(c B(cJn Oct|mc( /na|v:|:
P_=.86
De||
HeJ|ett
Pac|a(c
/cc|e
lB|
De||
c
55 55
K N D W L E 0 6 E P D l N T K N D W L E 0 6 E P D l N T K N D W L E 0 6 E P D l N T K N D W L E 0 6 E P D l N T
Cc|a b(anc acccuntec lc( cve( 40 ce(cent cl l|e Ccca-Cc|a
Ccmcanv: :a|e:
Nct :u(c(|:|nu|v, Pec:|Cc: (|:| |eve| Ja: |e:: t|an l|e Ccca-
Cc|a Ccmcanv:, becau:e Pec:|Cc Ja: mc(e c|ve(:|l|ec But
Pec:|Cc: (etu(n cn tanu|b|e cac|ta| Ja: cn|v 53 ce(cent cn a
c(e-tax ba:|: |n 2005, J|||e l|e Ccca-Cc|a Ccmcanv: Ja:
7T ce(cent D|ve(:|l|cat|cn cce: m|t|uate (|:|, but |t can a|:c
(ecuce (etu(n:
ßrand va|uation. The key to true marketine ac-
countabi|ity
l|e an:Je( |: tc manaue b(anc: anc ct|e( |ntanu|b|e a::et:
lc( :|a(e|c|ce( va|ue |u:t |||e Je manaue tanu|b|e a::et: lc
t||: enc, t|e l|(:t :tec |: tc a::e:: t|e|( va|ue l|en Je neec
tc cete(m|ne J|at c(|ve: t|at va|ue, anc |cent|lv |cJ be:t |t
can be :u:ta|nec anc u(cJn
B(anc va|uat|cn cce: exact|v t|at Putt|nu a l|nanc|a| va|ue
cn a b(anc t(an:lc(m: t|e (c|e cl ma(|et|nu |n t|e ccmcanv
- l(cm be|nu a cc:t cente( tc manau|nu cne cl t|e ccm-
canv: mc:t va|uab|e a::et: ln manv ca:e:, t|at |n |t:e|l |: a
ma|c( cu|tu(a| :||lt But, bevcnc t|e numbe(, b(anc va|uat|cn
a|:c cete(m|ne: |cJ t|e b(anc c(eate: va|ue anc a||un: J|t|
cu:tcme(: c(|ve(: cl cu(c|a:e - ma||nu |t a ccJe(lu| Jav
cl |cent|lv|nu a(ea: cl :t(enut| anc Jea|ne:: lc( t|e b(anc,
|n (e|at|cn tc cu:tcme(:
Sc b(anc va|uat|cn beccme: a mean: lc( ccmmun|cat|nu
abcut b(anc anc ma(|et|nu :t(ateuv |n :|a(e|c|ce( va|ue
te(m:, bct| |nte(na||v anc exte(na||v lt can a|:c |e|c vcu tc
cct|m|.e b(anc |nve:tment: - ta||nu |ntc acccunt nct |u:t
:|c(t-te(m |mcact cn :a|e:, but a|:c |cJ t|e mcnev vcu
:cenc can uene(ate |cnue(-te(m (evenue: bv c|anu|nu cu:-
tcme( ce(cect|cn:
See .|·c /'e |^cu|eJoe |c^/ |a//^o . /^.^..| ..|ae c^
/ca/ 0/.^J 0|.^
|^cu|eJoe |c^/· ./e J/.u^ //c^ /'e |||u./J 3/cu^ |^cu|eJoe 3.^·
.c^··/^o c/ ca/ J./.0.·e· c/ 'CCCC 0/.^J· .^J 4CCCC .J· .· ue|| .·
1CCC ..·e ·/aJe· ¯CC .c^/e/e^.e 0.0e/· .^J ^.o.·^e .//.|e· .^J 2'C
|e./^^o· Jc.a^e^/· !'· |^cu|eJoe |c^/ u.· 0/e0./eJ u/' /'e .···-
/.^.e c/ |||u./J 3/cu^ 00/^c/
JJJm|||Ja(cb(cJnccm
56
Price promotions. How to make them work for
your brand

Price promotions can be hieh|y effective in boostine short-term sa|es. ßut en-
couraeine tria| isn't the same as bui|dine brand |oya|ty, and price cuttine can
actua||y be damaeine to brand equity. So, to make price promotions work for
your brand in the |oneer term, you need to be c|ear about your strateey. What
you are aimine to achieve, and when the promotion shou|d end. ln addition, you
shou|d consider supportine the promotion with brand bui|dine advertisine, to
ensure consumers appreciate what makes your brand distinctive - not just the
savines it offers.
K N D W L E 0 6 E P D l N T K N D W L E 0 6 E P D l N T K N D W L E 0 6 E P D l N T K N D W L E 0 6 E P D l N T
The most powerfu| inf|uence in-store
ln manv ca(t: cl t|e Jc(|c, ma(|ete(: u|ve c(|c(|tv tc c(|ce
c(cmct|cn: cve( mec|a excenc|tu(e w|||e t|e|( cccu|a(|tv
va(|e: ac(c:: ccunt(|e: anc ac(c:: cateuc(|e:, cu( :tuc|e:
c|ea(|v :|cJ t|at c(|ce c(cmct|cn: a(e t|e mc:t ccJe(lu|
|n-:tc(e |nl|uence cn cu(c|a:e
ln (ecent vea(:, u(cJt| |n c(cmct|cna| act|v|tv |a: been lu-
e|ec bv (eta||e( ccJe(, but t|e(e a(e a|:c manv (ea:cn: J|v
t|e ma(|et|nu team m|u|t ccn:|ce( c(cmct|cn:, |nc|uc|nu
att(act|nu neJ |c( |ac:ec) ccn:ume(:, vc|ume:tcc| c|ea(-
ance, tc ||t :a|e: ta(uet:, tc matc| ccmcet|t|ve c(cmct|cn:,
c( tc :uuee.e cut a neJ ma(|et ent(ant

Promotions can be very successfu|
P(cmct|cn: can unccubtec|v uene(ate |nc(ea:ec u:aue
anc :a|e: Fc( examc|e, :a|e: mcce||nu lc( cne cet(c|
b(anc (evea|ec t|at b(anc |maue acve(t|:|nu c(ccucec a
:|c(t-te(m :a|e: (etu(n cl í2,000 ce( CPP, J|||e a lv ac-
ve(t|:ec c(cmct|cn c(ccucec a :|c(t-te(m :a|e: (etu(n cl
íTT,000 ce( CPP
l|ev can be ca(t|cu|a(|v u:elu| |n neJ cateuc(|e:, c( lc( neJ
b(anc: J|t| a uenu|ne|v :uce(|c( c(ccuct exce(|ence l|e lc|-
|cJ|nu examc|e :|cJ: t|at, J|||e t|e acve(t|:|nu |: uene(at|nu
b(anc aJa(ene::, |t |: t|e c(cmct|cn t|at |: uene(at|nu t(|a|
Promotiona| pitfa||s
HcJeve(, t|e(e a(e a numbe( cl c|tla||: a::cc|atec J|t| c(c-
mct|cn: ln 1acan, lc( examc|e, t|e :|amccc cateuc(v |:
l|e(ce|v ccmcet|t|ve anc Jc(t| cve( US 1T b||||cn ce( an-
num w|en a neJ b(anc Ja: |aunc|ec |ntc t|e cateuc(v,
aJa(ene:: bu||t uu|c||v, but t(|a| |auuec ln (e:ccn:e, |t ac-
cctec a :e(|e: cl c(|ce c(cmct|cn: cve( a tJc vea( ce(|cc
l(|a| bu||t a: a (e:u|t - but (euu|a( u:aue c|c nct lc||cJ
0 T 2 3 4 5 6 7 8 9 T0
4 Jee| ce(|cc:
P(cmct|cn:
CPP:
l(|a|
/c aJa(ene::
lcta| b(anc aJa(ene::
0
T50
0
200
0
20
04
60
80
New branc - fcur wee| rc|||nµ cata
57 57
K N D W L E 0 6 E P D l N T K N D W L E 0 6 E P D l N T K N D W L E 0 6 E P D l N T K N D W L E 0 6 E P D l N T
/cc|nu |n va|ue :|a(e tc t|e c|ctu(e (evea|: J|at |accenec
Du(|nu t|e l|(:t :|x mcnt|:, t|e c(|ce cut: |e|cec tc bu||c
t(|a| anc |nc(ea:e va|ue :|a(e /lte( t||:, t(|a| ccnt|nuec tc
u(cJ, but va|ue :|a(e Ja: |n cec||ne ln t|e l|na| ce(|cc, t(|a|
(eac|ec |t: t|(e:|c|c anc va|ue :|a(e ccnt|nuec tc cec||ne
w|at benel|t Je(e lu(t|e( c(|ce cut: ce||ve(|nu lc( t|e
b(anc` l|ev |e|cec tc ta|e t|e b(anc tc a J|ce( ma(|et, but
(ea| |cva|tv c|cnt bu||c Fu(t|e( ana|v:|: :|cJec t|e b(anc
|ac la||ec tc bu||c a c|:t|nct|ve cc:|t|cn
/ :eccnc examc|e lu(t|e( |||u:t(ate: t||: cc|nt ac(c:: a
J|c|e cateuc(v ln t|e UK, an OlC cateuc(v Ja: |n u(cJt|
HcJeve(, a: a (e:u|t cl a c(|ce Ja(, t|e tcta| vc|ume :c|c cn
c(cmct|cn |nc(ea:ec bv T5 ce(cent ac(c:: a|| b(anc: lc(
t|e 2004 :ea:cn l|e (e:u|t Ja: t|at va|ue Ja: c(|ven cut
cl t|e ma(|et
/t t|e :ame t|me, b(anc euu|tv cec||nec 1u:t |a|l t|e
ccn:ume(: |55 ce(cent) Je(e '|cva|¨ tc anv cne b(anc |n
2004, J|e(ea: 8T ce(cent Je(e '|cva|¨ |n 2003
Nakine the most of price promotions
lJc examc|e: l(cm lnc|a |e|c cc|nt t|e Jav tc a :ucce::-
lu| :t(ateuv One lccc b(anc t|at Ja: c(cmctec lc( t|(ee
mcnt|:, :uccc(tec t|e c(cmct|cn t|(cuu| ma|n:t(eam
mec|a F(cm uua(te( cne tc uua(te( tJc, c|a|mec 'buv mc:t
clten¨ (c:e l(cm 28 ce(cent tc 3T ce(cent But bv uua(te(
t|(ee, alte( t|e c(cmct|cn encec, t||: |ac c(cccec tc 22
ce(cent - 6 ce(cent be|cJ t|e c(e-c(cmct|cn |eve| l|e
mc:t |||e|v exc|anat|cn Ja: t|at cecc|e |ac been buv|nu
:tcc|: cl t|e c(ccuct tc :tc(e lc( lutu(e u:e
|eanJ|||e, anct|e( lccc b(anc |n a c|lle(ent ma(|et a|:c
:uccc(tec a c(|ce c(cmct|cn t|(cuu| ma|n:t(eam mec|a
F(cm t(ac||nu cata, t|e c(ccc(t|cn c|a|m|nu tc buv t|e
b(anc mc:t clten |nc(ea:ec l(cm T6 ce(cent tc 20 ce(cent
l(cm uua(te( cne tc uua(te( tJc, but, c(uc|a||v, t|e |nc(ea:ec
|eve| |e|c at T9 ce(cent lc( uua(te( t|(ee l|e c|lle(ence`
l||: :eccnc b(anc a|:c |nt(ccucec a b(anc bu||c|nu cam-
ca|un J|t| :|un|l|cant :cenc
Ove(a||, |t: c|ea( t|at J|||e c(|ce c(cmct|cn: can unccubt-
ec|v :t|mu|ate :|c(t-te(m :a|e:, t|ev a|:c |ave t|e cctent|a|
tc e(cce :|c(t-te(m ma(u|n: anc |cnu-te(m euu|tv lc avc|c
t|e:e c|tla||:, anc ma|e t|e mc:t cl c(|ce c(cmct|cn:, |t:
|mcc(tant tc ||m|t t|e|( u:e anc en:u(e t|at, J|en t|ev a(e
emc|cvec, b(anc bu||c|nu acve(t|:|nu :uccc(t |: c(cv|cec
0
20
40
60
9
27
Purchase
1 / S O N D 1 F | / | 1 1 / S O N D 1 F | / |
1 / S O N D 1 F | / | 1 1 / S O N D 1 F | / |
T0% Peuu|a(|v u:e
% |ve( u:ec
Purchase
va|ue % :|a(e
0
20
40
60
9
27
1 / S O N D 1 F | / | 1 1 / S O N D 1 F | / |
1 / S O N D 1 F | / | 1 1 / S O N D 1 F | / |
T0% Peuu|a(|v u:e
45% |ve( u:ec
wh||e vc|ume has |ncreasec, the prcmct|cns are cr|v|nµ va|ue cut cf the mar|et
Source: IRI
NB figures are YTD 17
th
July
2003
YlD
Vo|ume. +5%
|un|t: m)
47.36
2003
YlD
40.49
2004
YlD
Va|ue. -14%
|ím)
11.33
2004
YlD
11.89
|^cu|eJoe |c^/· ./e J/.u^ //c^ /'e |||u./J 3/cu^ |^cu|eJoe 3.^·
.c^··/^o c/ ca/ J./.0.·e· c/ 'CCCC 0/.^J· .^J 4CCCC .J· .· ue|| .·
1CCC ..·e ·/aJe· ¯CC .c^/e/e^.e 0.0e/· .^J ^.o.·^e .//.|e· .^J 2'C
|e./^^o· Jc.a^e^/·
JJJm|||Ja(cb(cJnccm
2
9
27 27
T0% Peuu|a(|v u:e
% 45% |ve( u:ec
58 58
Usine cut-downs to stretch your budeet
further

Used we||, cut-downs can undoubted|y increase the efficiency of your campaien,
and aid communication. ßy stimu|atine the audience's memory of the fu||
|eneth version, a cut-down can de|iver virtua||y the same resu|t at a much |ower
cost. ßut creatine a strone cut-down is not a|ways straiehtforward. To beein with,
the fu|| |eneth ad must first be sufficient|y estab|ished in the audience's mind.
And choosine the rieht scenes for inc|usion requires an understandine of how
cut-downs work.
K N D W L E 0 6 E P D l N T K N D W L E 0 6 E P D l N T K N D W L E 0 6 E P D l N T K N D W L E 0 6 E P D l N T
The benefits of cut-downs
/: t|e lc||cJ|nu examc|e :|cJ:, cut-ccJn: can be a ||u||v
ellect|ve mean: cl |mc(cv|nu t|e ell|c|encv cl a camca|un
l|e c(|u|na| 30-:eccnc ac a|(ec |n tJc bu(:t:, ac||ev|nu an
/Ja(ene:: lncex cl 6 l|e lc||cJ|nu :ea:cn, a T0 :eccnc
cut-ccJn Ja: |nt(ccucec |ntc t|e m|x, anc t|e /Ja(ene::
lncex (c:e tc TT, a|mc:t ccub||nu t|e ell|c|encv cl t|e cam-
ca|un, J|||e ccmmun|cat|cn :tavec :t(cnu
/t t|e|( mc:t ellect|ve, cut-ccJn: Jc(| bv :t|mu|at|nu mem-
c(|e: cl t|e lu|| |enut| ac, J||c| ellect|ve|v mean: t|e ac-
ve(t|:e( uet: t|e benel|t cl t|e lu|| ac at a l(act|cn cl t|e
cc:t ln t||: examc|e, t|e 30 :eccnc ac Ja: (ec|acec bv a T5
:eccnc cut-ccJn, anc t|e /Ja(ene:: lncex ccub|ec
ve(v :|un|l|cant|v, J|en (e:ccncent: Je(e a:|ec tc ce-
:c(|be t|e T5 :eccnc ac, manv ce:c(|bec t|e |ev e|ement:
0
T0
20
30
40
C|a|mec Tv acvert|s|nµ awareness
l / l 1 1 / S O N D 1 F l / l 1 1 / S O N D 1
l / l 1 1 / S O N D 1 F l / l 1 1 / S O N D 1
/Ja(ene:: lncex
250
00
30 :ec:
694 394
30:+T0:
4T8
237 CPP: Pe( Jee|
6
TT
0
25
8
C||ent b(anc
|cce|
Ba:e Leve|
0
20
40
60
80
T00
1u| /uu Sec Oct Ncv Dec
0T
1u| /uu Sec Oct Ncv Dec
/Ja(ene:: lncex
CPP: ce( Jee|
T000
0
/D 30 /D T5
369
B(anc
7
0
25
T5
/c /Ja(ene::
|cce|
Ba:e Leve|
30¨ ac ec|tec tc 15¨ µenerates a strcnµer return cn ac spenc |/l)
T4
59 59
K N D W L E 0 6 E P D l N T K N D W L E 0 6 E P D l N T K N D W L E 0 6 E P D l N T K N D W L E 0 6 E P D l N T
l(cm t|e 30-:eccnc ac J||c| Je(e nct |nc|ucec |n t|e
cut-ccJn C|ea(|v, t|e cut-ccJn Ja: t(|uue(|nu memc(|e:
cl t|e lu|| ac
Choosine the rieht scenes
l|e mc:t ellect|ve cut-ccJn: u:e t|e mc:t memc-
(ab|e :cene: cl t|e c(|u|na| ac
Fc( examc|e, a 90-:eccnc lv ac mace uc cl a :e(|e:
cl v|unette: Ja: u:ec tc |aunc| a b(cacbanc :e(v|ce
|n t|e UK l|e ac Ja: cne cl t|e mc:t |nvc|v|nu
ac: Je |ave te:tec /lte( an |n|t|a| bu(:t cl t|e 90-
:eccnc ac, tJc cut-ccJn: Je(e u:ec tc ccnt|nue t|e
camca|un l|e:e ce(lc(mec |e:: Je| | becau:e t|ev
c|cnt leatu(e t|e mc:t memc(ab|e ca(t: cl t|e c(|u-
|na| ac /: a (e:u|t, bct| en|cvment anc cut-t|(cuu|
Je(e Jea|e(
ln t|e US, a ceccc(ant ac ac||evec an /Ja(ene::
lncex |/l) cl 5, but t|e cut-ccJn, J||c| c|c nct u:e
t|e mc:t |nvc|v|nu :cene:, :cc(ec an /l cl cn|v T
But c(eat|nu a :t(cnu cut-ccJn |:nt |u:t a matte( cl
u:|nu t|e mc:t |nvc|v|nu :cene: /n ac lc( a c|ean-
|nu c(ccuct Ja: (e:ea(c|ec a: a 30-:eccnc ac, anc
ce(lc(mec Je| | l|e /Ja(ene:: lncex Ja: a(cunc
ave(aue, ccmmun|cat|cn Ja: :t(cnu, anc ce(:ua:|cn
Ja: ||u| But J|en t|e b(anc ccn:|ce(ec (unn|nu a
T5-:eccnc cut-ccJn, (e:ea(c| :|cJec t|at en|cv-
ment anc ce(:ua:|cn Je(e bct| ccn:|ce(ab|v |cJe(
Sc J|at Jent J(cnu` ln t|e c(|u|na|, t|e mc:t |nvc|v-
|nu anc memc(ab|e :cene :|cJec :cmecne |ncc|-
|nu cve( a u|a:: cl J|ne cn a tab|ec|ct| l||: :cene
Ja: a|:c c(e:ent |n t|e cut-ccJn But |n t|e c(|u|na|
t|e(e Ja: a tJ|:t, t|e l|(:t |a|l cl t|e ac leatu(ec a
J||c|v ue:t|cu|at|nu man a|mc:t |ncc||nu cve( t|e
J|ne u|a::, bu||c|nu ten:|cn l||: Ja: (e:c|vec en-
te(ta|n|nu|v, J|en |t tu(nec cut tc be :cmecne e|:e
J|c actua| |v :c||t t|e J|ne, anc |t Ja: t||: t|at Ja:
m|::|nu l(cm t|e cut-ccJn
w|at t||: cemcn:t(ate: |: t|at vcu cant c(eate el-
lect|ve cut-ccJn: mec|an|ca| |v, bv :|mc|v u:|nu t|e
mc:t memc(ab|e e|ement:, vcu neec tc u|ve ca(elu|
ccn:|ce(at|cn tc t|e :t(uctu(e cl t|e lu| | |enut| ac
|+5) ve(v muc|
|+4) ScmeJ|at
|+3) wcu|c nct m|nc
|+2) Nct muc|
|+T) Nct at a||
Patine sca|e 0atabase distribution
30¨ 4T%
||||Ja(c B(cJn F|n|:|ec /ve(aue = 32%
29%
05%
2%
6%
T7%
30%
T5%
%
80
70
60
50
40
30
20
10
0
Ba:e T236 l|n|:|ec l||m ac:
.15" 22%
Lnjcvment sccres
.15" is not found to be as enjoyab|e as .30"
HcJ muc| Jcu|c vcu en|cv Jatc||nu t||: ccmme(c|a| eac| t|me vcu :ee |t cn lv`
/cjustec persuas|cn sccres
||||Ja(c B(cJn F|n|:|ec /ve(aue = 25%
Ba:e T540 l|n|:|ec l||m ac:
% endorsine. 0atabase distribution
30¨ 30%
T2%
05%
05%
T%
23%
TT%
2%
T9%
24%
60
55
50
45
40
35
30
25
20
15
10
5
0
.15" 15%
:t(cnu|v enccu(aue:
me tc ccnt|nue u:|nu |t
DP
ma|e: me muc|
mc(e |||e|v tc
ccn:|ce( c|cc:|nu |t
aua|n next t|me l buv
DP
ma|e: me muc|
mc(e |||e|v tc t(v |t |n
t|e nea( lutu(e
|anv |maue: cuc||cate 27
%
'HcJ manv t|me: |ave vcu Ja:|ec vcu( lace`¨ 18
'Human lac|a| :||n |: :||u|t|v ac|c|c¨ 26
S|cuan C|ean, l(e:| anc cce: nct t|u|ten vcu( :||n 11
Base. Def|n|te|v reca|| '/D' |62)
/c reca||
The 15¨ h|µh||µhtec the memcrab|e e|ements cf the 30¨
P|ea:e te|| me eve(vt||nu vcu (emembe( abcut t|e |a:t lv acve(t|:ement vcu :aJ
lc( B(anc B w|at c|c |t :|cJ` w|at c|c |t :av`
/|| cuc||cate: a(e Ja:||nu lace: 45
'Fc( t|e 40 t|cu:anc t|me: t|at vcu Ja:| vcu( lace¨ 42
From
30sec
ad on|y
From
30sec
ad on|y
2
0
2
3
5
3
0
T
2
T
2
2
T
60 60
K N D W L E 0 6 E P D l N T K N D W L E 0 6 E P D l N T K N D W L E 0 6 E P D l N T K N D W L E 0 6 E P D l N T
What can cut-downs communicate?
Lcnue( ac: clle( :||u|t|v mc(e cccc(tun|tv tc ccm-
mun|cate mu|t|c|e me::aue: But t|e c|lle(ence |:
nct |a(ue, anc, a: Jeve :een, cut-ccJn: can be el-
lect|ve |n (em|nc|nu t|e ccn:ume( cl t|e lu| | ac, |n-
c|uc|nu |t: ccmmun|cat|cn
l|e(e |: a|:c t|e cctent|a| lc( cut-ccJn: tc emc|a-
:|.e :||u|t|v c|lle(ent a:cect: cl t|e |ntencec ccm-
mun|cat|cn He(e, an ct|e(J|:e :t(cnu ac la||ec tc
ccmmun|cate t|e |ntencec |ev benel|t / cut-ccJn,
a|(ec J|t| t|e 30-:eccnc ac, anc |ate( a|cne, lccu:ec
cn t||: benel|t l|e t(ac||nu (e:u|t: :|cJec t|at t|e
c|lle(ent catte(n: c(ccucec c|lle(ent (e:u|t:
When to introduce cut-downs?
lc max|m|.e t|e benel|t: cl u:|nu cut-ccJn:, |t :
|mcc(tant tc Ja|t unt|| t|e lu| | |enut| ve(:|cn |: :ul-
l|c|ent|v |n t|e auc|ence: m|nc belc(e |nt(ccuc|nu
t|em Ycu can be:t |ucue t||: bv mcn|tc(|nu (eca| |
c( (eccun|t|cn cl t|e lu| | ac But t|e(e a(e nc |a(c
anc la:t (u|e: lc( t|e |eve| cl (eca| | t|at neec: tc be
ac||evec belc(e cut-ccJn: beccme ellect|ve, |t J|| |
cecenc cn vcu( cve(a| | :cenc anc t|e |enut| cl vcu(
ac bu(:t
|^cu|eJoe |c^/· ./e J/.u^ //c^ /'e |||u./J 3/cu^ |^cu|eJoe 3.^·
.c^··/^o c/ ca/ J./.0.·e· c/ 'CCCC 0/.^J· .^J 4CCCC .J· .· ue|| .·
1CCC ..·e ·/aJe· ¯CC .c^/e/e^.e 0.0e/· .^J ^.o.·^e .//.|e· .^J 2'C
|e./^^o· Jc.a^e^/·
JJJm|||Ja(cb(cJnccm
lcnµer acs cffer s||µht|v mcre cppcrtun|tv tc
ccmmun|cate mu|t|p|e messaµes
Kev messaµe ccmmun|catec
Shcrter acs |<35¨)
lcnµer acs |35¨)
100
97
100
123
100
117
100
150
F|rst Seccnc Th|rc Fcurth
Scurce. l|||warc Brcwn l|n|
Tl
| catabase
Scurces are |ncexec cn shcrt
ac |<35¨ ) va|ues
Spontaneous communication
30 sec ad
%
15 sec ad
%
Key benefit 25
Base: Definite recallers of ad (142)
30 sec &
10 sec c/d
%
14 –
(130) (122)
61 61
Product demonstrations. how to make them work
in TV ads
Around a third of a|| TV ads inc|ude product demonstrations and they can make
a strone contribution to advertisine effectiveness. ßut demonstratine product
benefits is no euarantee of success. lf demonstration sequences are du|| or unin-
vo|vine - and particu|ar|y if they are not fu||y inteerated into the story|ine of the
ad - they can actua||y be counterproductive, in terms of audience invo|vement
and enjoyment.
K N D W L E 0 6 E P D l N T K N D W L E 0 6 E P D l N T K N D W L E 0 6 E P D l N T K N D W L E 0 6 E P D l N T
/c: ccnta|n|nu c(ccuct cemcn:t(at|cn: a(e mc:t J|ce|v
u:ec |n /:|a, acccunt|nu lc( 66 ce(cent cl a|| acve(t|:|nu |n
l|a||anc, anc |ea:t cccu|a( |n Nc(t|e(n |u(cce, ma||nu uc
cn|v T5 ce(cent cl ac: |n Denma(| Ove(a||, cu( cataba:e:
:|cJ t|at J|||e t|ev tenc tc be ccn:|ce(ec bv v|eJe(: tc be
:||u|t|v |e:: en|cvab|e anc |nvc|v|nu t|an ct|e( ac:, t|ev tenc
tc be :||u|t|v mc(e ce(:ua:|ve

What demonstration?
Scmet|me:, cemcn:t(at|cn: a(e m|::ec bv t|e auc|ence ln
Pc|anc, lc( examc|e, a c|ace( ac Ja: (e:ea(c|ec |n tJc lc(-
mat:, cne J|t| anc cne J|t|cut a cemcn:t(at|cn :euuence
l|e :tc(v (e|atec tc a lat|e( |c|c|nu a babv - anc nct uet-
t|nu Jet becau:e cl t|e ant|-|ea|aue c|ace(
l||: :cene Ja: tJ|ce a: Je|| (eca||ec |n t|e ve(:|cn J|t|cut
t|e cemc :euuence, J|||e t|e cemcn:t(at|cn :euuence |t-
:e|l Ja: cn|v Jea||v (eca||ec /: a ccn:euuence, t|e ve(:|cn
J|t|cut t|e cemcn:t(at|cn ccmmun|catec t|e ant|-|ea|aue
me::aue bette( |64 ce(cent v 56 ce(cent)
U:|nu L|n|, Je (e:ea(c|ec anct|e( c|ace( ac |n SJecen,
J|t| a cemcn:t(at|cn :euuence be|nu cent(a| tc t|e ccm-
mun|cat|cn Yet t|e cemcn:t(at|cn Ja: lcunc tc be t|e |ea:t
|nte(e:t|nu ca(t cl t|e ac l|e |ev ab:c(bencv me::aue Ja:
ta|en cut bv |u:t 22 ce(cent
v|eJe(: J||| cn|v (emembe( t|e ca(t: cl an ac t|at t|ev l|nc
|nvc|v|nu l|e c(cb|em J|t| cemcn:t(at|cn :euuence: |: t|at,
tcc clten, t|ev a(e cu|| anc un|nte(e:t|nu, anc nct |nteu(atec
|ntc t|e ma|n l|cJ cl t|e :tc(v ln t||: examc|e, J|en Je a:|ec
(e:ccncent: J|at a:cect: cl t|e ac :tccc cut, t|e mc:t
memc(ab|e :euuence (e|atec tc t|e ac: ma|n c|a(acte( Bv
ccnt(a:t, t|e cemcn:t(at|cn :euuence Ja: ccc(|v (eca||ec
The cemc sequence was the |east |nterest|nµ part cf the ac
Sca|eStanca(c S
35 :ec:
5 T 2 3 44 5 6 7 8 9 T0TT T3 T4 T5 T6 T7 T8 T920 2T22 23 24252627282930 3T 32333435 33 T2
lnte(e:t
Stanc Out
0
T0
20
30
40
50
60
70
80
C|a(acte( P(ccuct
Demcn:t(at|cn
%
5 33 22 333333 4 22
63 63
K N D W L E 0 6 E P D l N T K N D W L E 0 6 E P D l N T K N D W L E 0 6 E P D l N T K N D W L E 0 6 E P D l N T
Sc, un|e:: a Jav |: lcunc cl ma||nu t|e cemcn:t(at|cn :e-
uuence |nvc|v|nu |n |t:e|l, |t |: |||e|v tc be |nellect|ve
Three ways to make a demonstration effective
P(ccuct cemcn:t(at|cn: can be mace |nvc|v|nu bv en:u(|nu
t|at t|ev
l||u:t(ate a ||u||v (e|evant anc c|lle(ent benel|t ·
Fc(m an |nteu(atec ca(t cl t|e ac: :tc(v||ne ·
/(e executec |n an |nvc|v|nu anc c|:t|nct|ve Jav ·
lc ta|e eac| |n tu(n
BeenlmkZmbg`Zab`aerk^e^oZgmZg]]b__^k^gm[^g^_bm
/ :||nca(e b(anc |n 1acan acve(t|:ec a c(ccuct ell|cacv me:-
:aue lnte(e:t |n t|e ac (evc|vec a(cunc tJc cemcn:t(at|cn
:euuence:
l|e me::aue Ja: :een tc be ||u||v (e|evant ||ncex|nu at
T20), c(ec|b|e |TT8), c|lle(ent |T05), anc neJ |T09) /: a (e-
:u|t, t|e ac Ja: ||u||v ce(:ua:|ve |T08) anc t|e (e:u|t|nu
ellect cn :a|e: Ja: ve(v :t(cnu
Bgm^`kZmbg`ma^]^fhglmkZmbhgbgmhma^lmhkr
Olten, t|e mc:t ellect|ve cemcn:t(at|cn :euuence: a(e |nte-
u(atec |ntc t|e l|cJ cl t|e :tc(v ln t||: examc|e l(cm /u:-
t(a||a, |nte(e:t |n t|e ac cea|ec cu(|nu t|e c(ccuct cem-
cn:t(at|cn
l|e l|(:t ca(t cl t|e ac :|cJec t|e ma|n c|a(acte( exce-
(|enc|nu a c(cb|em l|e m|cc|e :ect|cn :|cJec ||m u:|nu
t|e c(ccuct, anc t|e t||(c ca(t :|cJec t|at t|e c(cb|em
|ac been :c|vec /: a (e:u|t, :ccntanecu: ccmmun|cat|cn
cl t|e |ev benel|t Ja: ||u|, at 72 ce(cent
Ahpbgm^k^lmbg`blma^]^fhglmkZmbhgl^jn^g\^8
l|e t||(c (cute |: tc en:u(e t|at t|e cemcn:t(at|cn :e-
uuence |: executec |n an |nvc|v|nu anc c(eat|ve Jav Fc(
examc|e, Je (e:ea(c|ec an /u:t(a||an ac lc( cantv ||ne(:
belc(e |t Jent cn a|( l|e ac leatu(ec a |cJ-|nte(e:t cem-
cn:t(at|cn :euuence, anc ccmmun|cat|cn cl t|e |ntencec
'l|ex|b|e¨ me::aue Ja: Jea| |25 ce(cent)
ln t|e l|n|:|ec l||m, t|e cemcn:t(at|cn :euuence Ja: mace
mc(e v|:ua||v |nte(e:t|nu, anc t|e vc|ce-cve( Ja: (ev|:ec
tc lccu: cn |ev cc|nt: /: a (e:u|t, t|e ac became mc(e
|mcactlu| - J|t| |t: /l |nc(ea:|nu l(cm 5 tc 7 Peca|| cl t|e
cemcn:t(at|cn |t:e|l |nc(ea:ec ma(|ec|v l(cm TT ce(cent tc
44 ce(cent, anc ccmmun|cat|cn cl t|e 'l|ex|b|e¨ me::aue
|nc(ea:ec l(cm 25 ce(cent tc 49 ce(cent l|e Pe(:ua:|cn
lncex (c:e l(cm 2T tc 40
Sc |t |: Jc(t| u|v|nu ca(elu| ccn:|ce(at|cn tc t|e (c|e anc
c(eat|ve execut|cn cl cemcn:t(at|cn :euuence: |n vcu( ac:,
anc ceve|cc|nu Jav: tc ma|e t|em mc(e ellect|ve
T 3 5 7 9 TT T3 T5 T7 T9 2T 23 25 27 29 3T 33 35 37 49 5T T 3 5 7 9 TT T3 T5 T7 T9 2T 23 25 27 29 3T
le:t /c cn a|(
Nat|cna| wee||v Branc % va|ue Shares
6
5
4
3
2
T
0
C||ent B(anc
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30
P(ccuct Demcn:t(at|cn
lnterest trace pea|s cur|nµ prccuct cemcnstrat|cn
|^cu|eJoe |c^/· ./e J/.u^ //c^ /'e |||u./J 3/cu^ |^cu|eJoe 3.^·
.c^··/^o c/ ca/ J./.0.·e· c/ 'CCCC 0/.^J· .^J 4CCCC .J· .· ue|| .·
1CCC ..·e ·/aJe· ¯CC .c^/e/e^.e 0.0e/· .^J ^.o.·^e .//.|e· .^J 2'C
|e./^^o· Jc.a^e^/·
JJJm|||Ja(cb(cJnccm
lnterest revc|ves arcunc the prccuct benef|t.
35
0 T 2 4 5 6 7 8 9 T0 T2 T3 T4 T5 T6 T7 T8 T9 20 2T 22 23 24 25 26 27 28 29 0 30
25
T5
5
-5
-T5
-25
-35
P(ccuct
Demc
/cc|t|cna|
P(ccuct Demc:
Seccnc:
u cu cc (cc c (ccu
c cc | t | c
64 64
What makes a ereat outdoor ad?

Dutdoor advertisine can be used to reach a broad audience very quick|y, but
it can a|so be used very successfu||y to communicate with tieht|y tareeted
audiences, in specific |ocations. As with a|| advertisine, creativity is the key.
Strikine, eye-catchine ads are far more |ike|y to be successfu|. ßut a number
of other factors can a|so contribute to the success of an outdoor campaien,
notab|y synerey with ads in other media, TV and print in particu|ar.
K N D W L E 0 6 E P D l N T K N D W L E 0 6 E P D l N T K N D W L E 0 6 E P D l N T K N D W L E 0 6 E P D l N T
A medium where speed is of the essence
Outccc( |: a catc|a|| te(m u:ec tc (ele( tc a|| mec|a :een
cut:|ce t|e |cme /: :uc|, |t: a ve(v c|ve(:e :ectc(, J||c|
|nc|uce: :t(eet lu(n|tu(e, (eta||, t(an:cc(t, amb|ent, anc
(cac:|ce
Outccc( |: a |cJ-attent|cn mec|um J|t| uene(a||v ||m|tec
excc:u(e t|me Sc, |n mc:t ca:e:, cutccc( ac: |ave tc
ccmmun|cate la:t - t|cuu|, u|ven t|e (e|at|ve|v |cJ cc:t,
t|e(e |: t|e cctent|a| lc( (ecet|t|cn tc c(eate a cumu|at|ve
ellect cve( t|me Cene(a||v, ac: J|t| a c|ea( anc :|nu|e-
m|ncec me::aue ce(lc(m Je||, but t|e me::aue cce:nt
nece::a(||v |ave tc be :|mc|e, ca(t|cu|a(|v cnce a :tv|e |a:
been e:tab||:|ec
D|lle(ent tvce: cl cutccc( acve(t|:|nu |ave c|lle(ent excc-
:u(e t|me:, J||c| a|te( t|e c(eat|ve c|a||enue w|||e manv
cutccc( ac: |ave a 'cJe|| t|me¨ cl cn|v a leJ :eccnc:, :cme
- lc( examc|e, ac: J|e(e cecc|e a(e Ja|t|nu |n t(an:|t -
can |ave muc| |cnue( excc:u(e ln :uc| ca:e:, mc(e ce-
ta||ec ccmmun|cat|cn |: cc::|b|e

What are the particu|ar streneths of outdoor?
Outccc( |: a ca(t|cu|a(|v uccc mec|um lc( ccmmu-
n|cat|nu J|t| cecc|e cn t|e mcve, me::aue: can be
ta(uetec at ca(t|cu|a( u(cuc:, |||e t(ave|e(: |n a|(cc(t
|cunue: la(uetec auc|ence: can a|:c be (eac|ec,
:uc| a: l|tne:: ent|u:a|:t: |n uvm c|anu|nu (ccm:
But, a: lv auc|ence: l(aument, |n manv ccunt(|e:
cutccc( (ema|n: a va|uab|e tcc| lc( (eac||nu a ma::
auc|ence uu|c||v - anc |n a ve(v cub||c Jav HcJ-
eve(, cutccc( (eac| |n manv ceve|ccec ccunt(|e: |:
(e:t(|ctec tc u(ban auc|ence:
Olten cutccc( |: t|e c|c:e:t mec|um tc t|e cc|nt
cl :a|e |anv :uce(ma(|et ca( ca(|: ncJ ccnta|n a
numbe( cl b|| |bca(c:, J||c| clle( acve(t|:e(: a |a:t-
65
K N D W L E 0 6 E P D l N T K N D W L E 0 6 E P D l N T K N D W L E 0 6 E P D l N T K N D W L E 0 6 E P D l N T
m|nute cccc(tun|tv tc |nl|uence buv|nu cec|:|cn:,
a||n tc |n-:tc(e act|v|tv Pe:ea(c| bv C|ea(C|an-
ne| anc Sa|n:bu(v: |n t|e UK lc( a cet lccc b(anc
t(ac|ec :a|e: |n matc|ec :tc(e:, |a|l ca((v|nu ac: |n
t|e ca( ca(| ln t|e:e :tc(e:, :a|e: :|cJec an uc||lt
ccmca(ec tc :tc(e: J|t| nc ac:
How to make the most of outdoor
Scenc |: an |mcc(tant lactc(, but nct t|e mc:t |m-
cc(tant cne l||: ana|v:|: l(cm C||na :|cJ: t|at
J|||e t|e(e |: a (e|at|cn:||c betJeen :cenc anc ac
(eccun|t|cn, |t : cn|v a Jea| cne, t|e(e a(e ct|e( lac-
tc(: at c|av |e(e
The qua|ity of site makes a difference
/na|v:|: :|cJ: t|e(e a(e benel|t: tc buv|nu 'c(em|um¨
:|te: C(|te(|a lc( |ucu|nu :|te uua||tv |nc|uce v|:|b|||tv, anc
t|e numbe( cl ca::e(:bv ln cne exce(|ment, t|e ave(aue
|eve| cl :||lt |n c(cmctec aJa(ene:: lc( a :tanca(c :c|ec-
u|e Ja: +26% J|||e a c(em|um :c|ecu|e ||ltec aJa(ene::
+37%
Dutdoor has to erab attention
C(eat|v|tv |: t|e |ev tc :ucce:: 'want tc |cc| aua|n¨,
':t(|||nu¨ anc 'eve-catc||nu¨ a| | cc((e|ate J|t| |m-
cact Ccmmun|cat|nu neJ: a|:c a|c: |mcact - a:
cce: |av|nu a c|utte(ec ac |a|t|cuu| a c|utte(ec ac
|: nct |||e|v tc be :ucce::lu| at ccmmun|cat|nu |n-
tencec me::aue:)
l|e be:t ac: |ave a '|cc|¨ t|at (ema|n: J|t| cecc|e
lc( :cme t|me alte( excc:u(e weve lcunc t|at t|e
mc:t :t(|||nu cutccc( ac: clten leatu(e :ex, |umc(
anc ce|eb(|t|e:
l|e be:t ac: ccmmun|cate :t(cnu|v |n t|e|( cJn
(|u|t But |t can |e|c |l t|ev a(e ||n|ec c(eat|ve|v tc
ct|e( act|v|tv - :uc| a: event:, c( acve(t|:|nu |n
ct|e( mec|a
Spenc vs Seen bus she|ter ac - Shanµha|
P
2
= 0 T44
2
80
90
T00
0 T00 200 300 400 500 600 700 800
S
e
e
n

B
u
:

S
|
e
|t
e
(

/
c

Scenc
Dr|vers cf cutcccr |mpact
Positive
Neeative
0.33
Eye-catchine 0.58
Strikine 0.57
Want to |ook aeain 0.48
Cou|dn't fai| to notice the brand 0.44
Nade me want to try|buy 0.39
Easy to understand 0.39
To|d me somethine new 0.33
Eye-catchine 0.58
Strikine 0.57
Want to |ook aeain 0.48
Cou|dn't fai| to notice the brand 0.44
Nade me want to try|buy 0.39
Easy to understand 0.39
To|d me somethine new 0.33
C|uttered 0.27
P|ain -0.25
The mcst effect|ve acs cften |nvc|ve...
Sex Ce|ebrity
Link to
an event
Synerey
with other
media
St(|||nu
+32 +26 +34 +24 (+/- nc(m)
66 66
K N D W L E 0 6 E P D l N T K N D W L E 0 6 E P D l N T K N D W L E 0 6 E P D l N T K N D W L E 0 6 E P D l N T
Synerey with other media
l|e mc:t |mcactlu| cutccc( ac: tenc tc be t|c:e
J|e(e t|e c(eat|ve |: matc|ec ac(c:: mec|a, ca(-
t|cu|a(|v lv
But Je a|:c |ave examc|e: cl cutccc( anc c(|nt
Jc(||nu tcuet|e( Je||, ca(t|cu|a(|v J|en t|e c(eat|ve
|: :|m||a(
lnteeratine the brand
l|e :t(cnue:t cutccc( camca|un: |ave |nce||b|e
b(anc|nu, nct |u:t a b|u |cuc C|ven t|at cecc|e J|||
u:ua||v cn|v :cenc a leJ :eccnc: J|t| anv ac, |t:
|mcc(tant tc ccn:|ce( t|e|( |||e|v eve-l|cJ t|(cuu|
t|e ac w||| |t ta|e |n t|e b(anc`
Can it communicate?
w|||e t|e(e a(e excect|cn:, cutccc( |: uene(a||v
be:t lc( :|mc|e anncuncement:, (at|e( t|an ccmc||-
catec c( mu|t||ave(ec me::aue: But uccc cutccc(
ac: can ccmmun|cate manv lacet: cl a b(anc cc:|-
t|cn, l(cm a mcnev-cll me::aue tc a :ubt|e a:cect
cl b(anc ce(:cna||tv
Fc( examc|e, t||: ac lc( |aunum :ucce::lu||v ccm-
mun|catec t|e b(anc: |ncu|uent cc:|t|cn|nu
Avoidine wear-out
F|na||v, |||e c(|nt ac:, cutccc( ac: can Jea( cut
/lte( a leJ cccc(tun|t|e: tc :ee, t|ev can uu|c||v
lace |ntc t|e bac|u(cunc Sc, |l vcu( camca|un |:
|ntencec tc |ave |cnuev|tv, |t mav be Jc(t| c|ann|nu
a numbe( cl c|lle(ent execut|cn:

|^cu|eJoe |c^/· ./e J/.u^ //c^ /'e |||u./J 3/cu^ |^cu|eJoe
3.^· .c^··/^o c/ ca/ J./.0.·e· c/ 'CCCC 0/.^J· .^J 4CCCC .J·
.· ue|| .· 1CCC ..·e ·/aJe· ¯CC .c^/e/e^.e 0.0e/· .^J ^.o.·^e
.//.|e· .^J 2'C |e./^^o· Jc.a^e^/·
JJJm|||Ja(cb(cJnccm
% Seen ads
on bus
Advertised on...
lmpact Svnerµv
lv & Bu: |ac: matc||nu)
lv & Bu: |ac: nct matc||nu)
Bu: cn|v
34
29
22
25%
PPP:
9 |cnt|:
|xcectec lv
(e:ccn:e
Outccc( |mcce|ec)
Outccc( |actua|)
Outcccr awareness crcps fa|r|v rap|c|v
· cue tc wear cut
67 67
How do l successfu||y advertise a variant?

There are benefits to advertisine a new variant under an existine parent brand,
va|ues from the umbre||a brand can be transferred by usine simi|ar brandine
devices, sty|es, or music. And when estab|ished or synereistic brandine devices
are inc|uded in the |aunch, the parent brand may a|so benefit. However, the
daneer is that the ad wi|| be viewed as an ad for the parent brand. To prevent
this occurrine, the variant's name and its differences from the parent need to be
hieh|iehted within the ad.
K N D W L E 0 6 E P D l N T K N D W L E 0 6 E P D l N T K N D W L E 0 6 E P D l N T K N D W L E 0 6 E P D l N T
l|e te(m 'va(|ant¨ ccve(: a (anue cl :cena(|c:, l(cm t|e
(e|at|ve|v m|nc(, :uc| a: a neJ l|avc(, tc t|e ma|c(, :uc| a:
a |aunc| t|at vcu |ntenc J||| eventua||v cve(ta|e t|e ca(-
ent b(anc HcJ vcu c(cmcte t|e:e |aunc|e: J||| va(v enc(-
mcu:|v l|e :ca|e cl t|e act|v|tv J||| |e|c en:u(e c|:t(|but|cn,
J|||e t|e uua||tv cl t|e act|v|tv J||| |ave a :ub:tant|a| ellect
cn t|e |nte(e:t uene(atec amcnu ccn:ume(:

How successfu| can variant |aunches be?
va(|ant |aunc|e: can be |uue|v :ucce::lu|, a: cemcn:t(atec
bv a |eac|nu :c|(|t: b(anc l|e :c|(|t: b(anc |aunc|ec a va(|-
ant |n a (e|at|ve|v neJ a|cc|c| cateuc(v, J||c| Ja: ce(ce|vec
tc be mcce(n anc accea|ec tc a vcunue( ta(uet /(cunc
t|e va(|ant |aunc|, bct| t|e ca(ent anc t|e va(|ant |ac lv
acve(t|:|nu c(e:ence, a|t|cuu| t|e va(|ant acve(t|:|nu Ja:
mc(e |eav||v Je|u|tec
l|e va(|ant |aunc| act|v|tv benel|tec t|e ca(ent b(anc, J|||e
t|e act|v|tv lc( t|e ca(ent bcc:tec |t: cJn ac aJa(ene::, t|e
va(|ant act|v|tv a|:c |ac an ellect
Benel|t|nu l(cm t|e ca(ent: :t(enut| |n t|e ma(|et anc t|e
u(cJt| cl a neJ cateuc(v, t|e va(|ant |aunc| Ja: :c :uc-
ce::lu| t|at |t uu|c||v cve(:|accJec t|e ca(ent S|c(t|v alte(
t|e |aunc| cl t|e va(|ant b(anc, :a||encv anc ccmmun|cat|cn
aJa(ene:: cl t|e 't(acema(|¨ Je(e c(|ven bv t|e va(|ant
Sccn alte( t|e |aunc|, t|e va(|ant Ja: ac||ev|nu a: ||u|
|eve|: cl ccn:umct|cn a: t|e ca(ent b(anc Ccn:umct|cn
ccnt|nuec tc u(cJ lc( t|e va(|ant J|||e t|e ca(ent: u(cJt|
(ema|nec la|(|v ccn:tant l|e u(cJt| cl t|e umb(e||a b(anc
Ja: be|nu |ec bv t|e va(|ant
| 1 1 / O N D 1 F | / 1 S O N D / 1 F | | O / 1 S
| 1 1 / O N D 1 F | / 1 S O N D / 1 F | | O / 1 S
/Ja(ene::
lncex
CPP: ce( Jee|
CPP: ce( Jee|
ce|
e
|eve|
Pa(ent
va(|ant
ca(ent: acve(t|:|nu aJa(ene::
(e:ccnc|nu tc va(|ant: :cenc c| | c
30
40
T0
0
T0
0
250
0
250
0
20
/cvert|s|nµ /wareness - parent
Basec cn acu|ts aµec18-35
578
T9T T62
386
T0
T85
343 343
706 706
64T 337
896 896 T74 T74
69 69
K N D W L E 0 6 E P D l N T K N D W L E 0 6 E P D l N T K N D W L E 0 6 E P D l N T K N D W L E 0 6 E P D l N T
l|e va(|ant ncJ |ac ||u|e( ccn:umct|cn anc :t(cnue( |m-
aue(v t|an t|e ca(ent l|e :ucce:: cl t|e va(|ant Ja:, |n
ca(t, cue tc t|e e:tab||:|ec cc:|t|cn|nu cl t|e ca(ent b(anc
anc a Je||-t|mec |aunc| |ntc a neJ anc exc|t|nu cateuc(v
Usine estab|ished campaien themes
lt |: ccmmcn lc( va(|ant |aunc|e: tc u:e umb(e||a b(anc|nu
cev|ce: tc |e|c |aunc| t|e va(|ant J|t| t|e '|a|c¨ benel|t: cl
t|e ca(ent ln t|e UK, le((v: C|ccc|ate O(anue |aunc|ec a
neJ J||te c|ccc|ate SncJba|| va(|ant, leatu(|nu t|e b(anc:
:cc|e:ce(:cn, DaJn F(enc| l|e ac, /|0^e S|c0e, leatu(ec
F(enc| :|||nu ccJn a mcunta|n S|e tumb|e: anc enc: uc
J(accec |n a :ncJba|| l|(ee-uua(te(: (eca||ec |e( enc|nu
uc |n t|e :ncJba|| anc 84 ce(cent tcc| cut t|e me::aue
t|at le((v: C|ccc|ate O(anue Ja: ncJ ava||ab|e |n a J||te
c|ccc|ate lc(mat l|e ac Ja: |uue|v enuau|nu, ac||ev|nu an
/Ja(ene:: lncex cl 28 Ccn:|ce(at|cn (e:ccncec Je||
HcJeve(, t|e(e a(e cctent|a| c|tla||: tc |aunc||nu a va(|ant
u:|nu t|e t|eme: l(cm t|e umb(e||a b(anc acve(t|:|nu
Pe(|ac: t|e mc:t :|un|l|cant |: t|at, J|t|cut :t(cnu va(|ant
b(anc|nu, acve(t|:|nu ccu|c be |ncc((ect|v ||n|ec tc t|e um-
b(e||a b(anc c( ct|e( va(|ant: lt |:, t|e(elc(e, c(|t|ca| t|at
t|e va(|ant: |cent|tv ccme: t|(cuu| c|ea(|v |n t|e acve(t|:-
|nu l|e(e |: clten an a::umct|cn t|at bv ccmmun|cat|nu
t|e va(|ant: c(ccc:|t|cn anc t|e ca(ent b(anc name, v|eJ-
e(: J||| (ea||.e |t mu:t be a neJ va(|ant anc ||:ten cut lc(
t|e neJ va(|ant: name, |ence t|e va(|ant: name |: clten
:eccnca(v J|t||n t|e ac ln:teac, t|e ac neec: tc ma|e |t
ve(v c|ea( tc v|eJe(: exact|v J|at t|e b(anc |: ca||ec, J|at
|t |: anc |cJ t|at c|lle(: l(cm t|e ca(ent, anc t|at |t: neJ
l||: |: e:cec|a||v |mcc(tant J|en a Je||-e:tab||:|ec cam-
ca|un |: be|nu u:ec c( J|en t|e neJ va(|ant |: t|e :ame
c(ccuct lc(mat a: t|e ca(ent, a: ccn:ume(: can ea:||v la||
tc (eu|:te( J|at: neJ
l|e next va(|ant |aunc| examc|e c|ea(|v :|cJ: t|e ellect
cl ccc( va(|ant b(anc|nu l|e cb|ect|ve Ja: tc ua|n t(|a| bv
|aunc||nu a va(|ant u:|nu a ||u|-|mcact, c(e-ex|:t|nu acve(-
t|:|nu camca|un l|e e:tab||:|ec camca|un cuec lam|||a(
b(anc a::cc|at|cn:, J||c| Je(e ma|n|v ||n|ec tc t|e ca(ent
b(anc P|avbac| cl t|e ac lccu:ec :t(cnu|v cn camca|un
e|ement: t|at c|c nct ||n| tc t|e |ntencec va(|ant c(ccc:|-
t|cn w|||e 9T ce(cent cl (e:ccncent: (eccun|.ec t|e ac
Ja: lc( t|e ca(ent b(anc, cn|v 2T ce(cent a::cc|atec |t J|t|
t|e va(|ant /|t|cuu| t|e ca(ent b(anc, a: a J|c|e, (e-
ce|vec (e|at|ve|v uccc b(ancec v|:|b|||tv, Jea| va(|ant |nte-
u(at|cn meant ccn:|ce(at|cn lc( t|e va(|ant (ema|nec :tat|c
l(cm c(e- anc cc:t- acve(t|:|nu
/ |aunc| |: ea:|e( J|en a neJ va(|ant can be cemcn:t(atec
|n a neJ ccntext c( env|(cnment, c( a neJ c|:t|nct|ve cac|
|: c(cm|nent l|e(e |: nc ev|cence tc :uuue:t t|at ex|:t|nu
b(anc|nu cev|ce: a(e, t|em:e|ve:, a ba((|e( tc ccmmun|ca-
t|cn cl neJ: c( tc e:tab||:||nu a va(|ant me::aue HcJeve(,
t|e :c(|ct: anc ac :t(uctu(e neec tc be ca(elu||v (ev|eJec
tc en:u(e t|at t|e ccm|nant lccu: |: t|e va(|ant ll nct,
t|e ccn:ume( can ta|e t|e ea:v cct|cn anc :|mc|v |eec
cn ta||nu cut t|e e:tab||:|ec ca(ent b(anc anc me::aue
l||: Ja: t|e c(cb|em an |ce c(eam b(anc |ac tc lace J|en
|aunc||nu a va(|ant |n C||na
Drun| |n |ast fcur wee|s
Basec cn 18-35 acu|ts
50
500
40
30
20
T0
0
0
C(cnne(
/utccue
Ccn:c| ence 337 T64T 962
738 738
Ccn:c| ence
Pa(ent
va( | ant
Umb(e| | a
Ccmb| nec
CPP:
CPP:
ce( Jee|
S O N D F | / | 1 1 / O 1 F | / / | 1 1 S
S O N D F | / | 1 1 / O 1 F | / / | 1 1 S
0
0
20
40
60
250
200T 2002
Oct Ncv Dec 1an
lOO Ba||
lOO ||n| Seua
lOOSncJba|| |+20%)
lOO
Hc:te::
23%
/|c|ne S|cce
4T%
Santa
36%
Oct c Ncv c Dec e 1an a
Ccns|cerat|cn - f|rst chc|ce|ser|cus|v ccns|cer
Samp|ec cn la|n Pc|||nµ 4 wee||v cata
Hc:te :te:: c:te
23%
Sant anta
36%
70 70
K N D W L E 0 6 E P D l N T K N D W L E 0 6 E P D l N T K N D W L E 0 6 E P D l N T K N D W L E 0 6 E P D l N T
l|e |ce c(eam b(anc Ja: |aunc|ec |n S|anu|a| J|t| a
30-:eccnc ac Sub:euuent|v, a T5-:eccnc cut-ccJn cl t|e
:ame ac Ja: acactec tc c(cmcte a neJ |emcn l|avc(ec va(|-
ant l(ac||nu cl t|e S|anu|a| ma(|et :|cJec t|at, a|t|cuu|
t|e ac Ja: Je|| (eca||ec cve(a||, t|e |ntencec me::aue lccu:
anncunc|nu t|e neJ |emcn va(|ant Ja: (eca||ec bv cn|v TT
ce(cent
Tae-Dns
lau-cn: - l|ve- c( T0-:eccnc acc|t|cn: tc ac: - can
Jc(| tc |aunc| (e|at|ve|v m|nc( va(|ant: ll t|ev a(e c|c:e|v
(e|atec tc J|at Ja: leatu(ec |n t|e c(|ma(v ca(t cl t|e ac,
tau-cn: can be ellect|ve |n bu||c|nu aJa(ene::, e:cec|a||v
|l t|ev leatu(e t|e :ame b(anc c( c(ccuct anc ccnvev
t|e :ame b(anc benel|t Bv (eceat|nu t|e me::aue anc
c(ccuct l(cm t|e ma|n bccv cl t|e ac, tau-cn: can |e|c
en|ance |aunc| (eca|| l||: can ca(t|cu|a(|v be t|e ca:e
J|en anncunc|nu a neJ l|avc( c( lc(mat cl t|e c(ccuct
leatu(ec |n t|e ma|n bccv cl t|e ac |'ncJ ava||ab|e |n
:t(aJbe((v l|avc(¨) c( anncunc|nu a c(cmct|cn
w|en a m|nc( va(|ant l(cm a |eace( |n t|e c(a| ca(e cat-
euc(v Ja: |aunc|ec, a|t|cuu| t|e va(|ant Ja: :uccc(tec bv
|t: cJn ac, t|e c||ent uu|c||v :aJ :|un: cl neJ: Jea(-cut
C|ven t|e :t(cnu (e|at|cn:||c betJeen t|e ma:te( b(anc anc
t|e neJ exten:|cn, t|e c||ent cec|cec tc acact t|e ex|:t|nu
:t(cnu ce(lc(m|nu ma:te( b(anc camca|un tc :uccc(t t|e
neJ va(|ant l|e ac u:ec a cu||-t|(cuu| banne(, J||c| (an
a|cnu t|e bcttcm cl t|e :c(een te|||nu ccn:ume(: cl t|e neJ
exten:|cn, tcuet|e( J|t| a l|ve-:eccnc tau accec |a|t|cuu|
t|e ac (ema|nec at 30 :eccnc:) B(anc euu|tv ccnt|nuec tc
bu||c t|(cuu|cut t||: a|(|nu
HcJeve(, t|e u:e cl tau-cn: |: a c|a||enu|nu :t(ateuv tc
accct, anc cne t|at cn|v (ea||v |a: cctent|a| |n :cme ve(v
:cec|l|c c|(cum:tance:, e|t|e( |n te(m: cl t|e|( ab|||tv tc uet
nct|cec c( tc ccmmun|cate t|e|( |ntencec me::aue l||: |:
(e|atec tc bct| t|e|( b(ev|tv anc t|e|( :cmet|me c|:|c|ntec
attac|ment tc t|e ac we |ncJ t|at ccn:ume(: J||| lccu:
cn t|e mc:t enuau|nu anc ente(ta|n|nu a:cect cl an ac anc
uene(a||v m|:: anvt||nu nct cent(a| tc t|at cc(e |cea we
a|:c |ncJ t|at ccn:ume(: a(e |||e|v tc m|:: mc(e t|an cne
c( tJc me::aue: |n an ac, :c acc|nu an acc|t|cna| me::aue
J|t||n a tau J||| exace(bate t|e :|tuat|cn
ln uene(a|, tau: accec tc c(ev|cu:|v a|(ec ac: a(e |||e|v tc
be t|e |ea:t ellect|ve |n uett|nu nct|cec anc ce||ve(|nu t|e|(
neJ: l||: |: becau:e v|eJe(: uene(a||v :|c(tcut t|e|( ta|e-
cut cl an ac ba:ec cn J|at t|ev (emembe( :ee|nu c(ev|-
cu:|v l|u:, anv me::aue: accec tc a c(ev|cu:|v a|(ec ac
a(e mc:t |||e|v tc be |c:t, lc( examc|e, a tau-cn Ja: accec tc
an ex|:t|nu :ucce::lu| 30 :eccnc l||m lnte(e:t c|ummetec
J|en t|e tau-cn Ja: |nt(ccucec l|e c(ccuct leatu(ec |n
t|e tau-cn Ja: nct |||u:t(atec |n t|e ma|n ac, anc |t: benel|t
Ja: an ent|(e|v neJ ccncect On|v 9 ce(cent ment|cnec
t|e neJ enc|nu J|en c|av|nu bac| t|e ac, t|e neJ va(|ant
Ja: |c:t
ene::
t
ene::
NeJ P(ccuct
:
80
60
T00
0
500
0
40
20
Th|s strateµv effect|ve|v reta|nec the sense cf mcmentum cn branc awareness
fcr the new prccuct
: banne(
cn |a:te( b(anc cn |a:te( b(anc
va( | ant execut | cn:)
|a( /c( |av 1un 1u| /uu Sec Oct
The |nterest trace p|ummets when taµ-cn |s |ntrccucec
v
lnte(e
|c(e
Bc(|nu
/uc|c
S
Stanca(c
30 S|CS
00 T0 0 T55 200 255 30000
Peca|| fccusec cn the cr|µ|na| scenar|c
Story p|ayback
T5 :eccnc 30 :eccnc
% %
Pecc|e :|a(e |ce c(eam 74 65
Pecp|e s|t arcunc the tab|e 47 58
There is on|y one piece |eft lin the p|ate) 43 57
|ve(vcne t(|e: tc uet t|e |a:t c|ece 26 52
|Pecc|e au(ee tc) cec|ce |t bv |uc|v tJ|:t 2T 37
Communication
% %
ls a de|icious ice cream 48 61
w|th |emcn taste 11 -
( ee nn nn a bb :
00 0000000
71 71
K N D W L E 0 6 E P D l N T K N D W L E 0 6 E P D l N T K N D W L E 0 6 E P D l N T K N D W L E 0 6 E P D l N T
ln ccnt(a:t, |t |: cc::|b|e lc( t|e va(|ant tc cve(:|accJ t|e
ca(ent ln a F(enc| ac, a c(eat|ve :|cJ|nu t|e c(eat|cn cl
a cuc cl ccllee, mace |n c|ccc|ate, Ja: u:ec tc ccmmu-
n|cate t|e |aunc| cl a neJ ccllee l|avc(ec va(|ant C|ven
bucuet (e:t(|ct|cn:, t|e c||ent cec|cec tc |nteu(ate an ac-
c|t|cna| cac|:|ct tc :uccc(t t|e neJ (a:cbe((v va(|ant tcc
HcJeve(, t|e ba:|c :tc(v anc t|e metac|c( Je(e nct c|ea(|v
unce(:tccc |anv (e:ccncent: ment|cnec a cuc J|t|cut
:cec|lv|nu t|at |t Ja: a cuc cl ccllee Becau:e t|e c(eat|ve
|cea Ja: nct unce(:tccc, t|e ccllee va(|ant Ja: nct (eca||ec
l(cm t|e :tc(v ln:teac, t|e (a:cbe((v l|avc( became t|e l|(:t
c(ccuct att(|bute ta|en cut l(cm t||: ac cue tc |t: c|:t|nct|ve
c|n| |cc| - a :|a(c ccnt(a:t betJeen t|e b(cJn anc ca(|
:ett|nu cl t|e ac
Fc( tau-cn:, t|e mc(e :|mc|e anc :e|l-exc|anatc(v t|e me:-
:aue t|e bette( l|e tau: me::aue :|cu|c neec nc lu(t|e(
exc|anat|cn anc :|cu|c be ab|e tc :tanc a|cne lt |: a|:c |m-
cc(tant tc (eta|n v|eJe(: attent|cn (|u|t tc t|e enc cl t|e ac,
anc :c tau: mu:t be ||u||v attent|cn-u(abb|nu, but :|mc|e
u|ven t|e|( b(ev|tv
JJJm|||Ja(cb(cJnccm
|^cu|eJoe |c^/· ./e J/.u^ //c^ /'e |||u./J 3/cu^ |^cu|eJoe 3.^·
.c^··/^o c/ ca/ J./.0.·e· c/ 'CCCC 0/.^J· .^J 4CCCC .J· .· ue|| .·
1CCC ..·e ·/aJe· ¯CC .c^/e/e^.e 0.0e/· .^J ^.o.·^e .//.|e· .^J 2'C
|e./^^o· Jc.a^e^/·
Peca|| fccuses cn the raspberrv var|ant
Stc(v
The cup 55
l|e c|ccc|ate cuc 37
l|e cuc cl ccllee ccllee cuc T0
Paspberry-f|avored | choco|ate with raspberry 32
12
C|ccc|ate J|t| ccllee ccllee-l|avc(ec 6
The cup 55 erry 322
122
72 72
The va|ue of advertisine a |aunch

Nost successfu| |aunches are supported by strone advertisine. The qua|ity of
|aunch advertisine can affect the deve|opment of both brand awareness and
tria|. And, as with a|| eood advertisine, it must c|ear|y communicate a motivatine
messaee and focus on branded memorabi|ity.
K N D W L E 0 6 E P D l N T K N D W L E 0 6 E P D l N T K N D W L E 0 6 E P D l N T K N D W L E 0 6 E P D l N T
|ven |n tccav: cve(c(cJcec ma(|et:, |t |: :t||| cc::|b|e lc(
|aunc|e: tc be ||u||v :ucce::lu| a: cemcn:t(atec bv t||:
US lccc b(anc l|e neJ lccc b(anc Ja: |aunc|ec |ntc an
ex|:t|nu cateuc(v t|at Ja: c(cJcec anc |eav||v c(cmctec
Yet J|t||n l|ve vea(:, t|e b(anc |ac beccme a|mc:t un|ve(-
:a||v |ncJn
Ccn:|:tent acve(t|:|nu J|t| :t(cnu b(anc cue: Ja: u:ec tc
uene(ate bct| (at|cna| anc emct|cna| |maue(v l||: |e|cec
t|e b(anc tc ac||eve a ccn:|ce(at|cn |eve| cl 57 ce(cent -
t|e ||u|e:t |eve| J|t||n t|e ma(|et
ls advertisine necessary?
l|e(e a(e :cme ca:e: J|e(e acve(t|:|nu Ja: nct (euu|(ec
tc |aunc| a b(anc l|e Bccv S|cc |: cne examc|e ln:teac
cl u:|nu acve(t|:|nu, /n|ta Pccc|c| |a(ne::ec t|e ccJe( cl
t|e mec|a S|e u:ec cc:|t|ve PP abcut env|(cnmenta||v-
l(|enc|v cc:met|c: tc bu||c t|e Bccv S|cc |ntc a ccJe(lu|,
u|cba| b(anc Sta(buc|: anc Cccu|e a|:c e:tab||:|ec :t(cnu
b(anc: J|t|cut acve(t|:|nu
HcJeve(, mc:t F|CCCPC b(anc: Jcu|c :t(uuu|e tc uene(-
ate ccn:ume( |nte(e:t |n t||: Jav Becau:e cecc|e cc nct
act|ve|v :ee| cut neJ c(ccuct:, F|CCCPC ma(|et|nu mu:t
uene(ate aJa(ene:: t|at t|e neJ b(anc ex|:t:, anc cu(|c:|tv
|n t(|a| /cve(t|:|nu a neJ |aunc| can |ave a :|un|l|cant |m-
cact cn aJa(ene:: anc t(|a| cl t|e c(ccuct l||: US ana|v:|:
:|cJ: t|e |eve|: cl aJa(ene:: anc t(|a| lc( T6 F|CC CPC
|aunc|e: |n t|(ee (e|atec cateuc(|e: Ol t|e T6 b(anc:, T0
Je(e acve(t|:ec cn lv, :|x Je(e nct l|e |aunc|e: t|at Je(e
:uccc(tec bv acve(t|:|nu c(eatec :|un|l|cant|v ||u|e( |eve|: cl
b(anc aJa(ene:: anc t(|a|
5
Branc / became a|mcst un|versa||v |ncwn |n just a few vears...
Tcta| Branc /wareness
T00
80
60
40
20
0
Yea( T Yea( 2 Yea( 3 Yea( 4 Yea( 5
B(anc /
The |mpact cf acvert|s|nµ vcur |aunch U.S.
6
45
27
Cumu|at|ve t(|a|
l(cm cane| cata
%
B(anc aJa(ene::
l(cm t(ac||nu
%
/cve(t|:ec
b(anc:
Ncn-acve(t|:ec
b(anc:
T4
73 73
K N D W L E 0 6 E P D l N T K N D W L E 0 6 E P D l N T K N D W L E 0 6 E P D l N T K N D W L E 0 6 E P D l N T
B(anc: J|t| |eav|e( :cenc a(e a|:c mc(e |||e|v tc en|cv ||u|-
e( b(anc aJa(ene::
/nct|e( ma|c( benel|t cl acve(t|:|nu |: t|at |t |e|c: en:u(e
c|:t(|but|cn lc( vcu( c(ccuct lt cemcn:t(ate: a ccmm|tment
tc t|e |aunc|, J||c| |: clten nece::a(v tc ce(:uace (eta||e(:
tc ccmm|t :|e|l :cace tc t|e b(anc
Cateeory spend
One ct|e( lactc( t|at :|cu|c be ta|en |ntc acccunt J|en
ccmca(|nu t|e :ucce:: cl c|lle(ent acve(t|:|nu camca|un:
|: cve(a|| cateuc(v :cenc |eve|: |n t|e ma(|et B(anc: J|t|
a u(eate( :|a(e-cl-vc|ce J||| ac||eve bette( b(anc u(cJt|
anc mc(e :ucce::lu| |aunc|e: S|a(e-cl-vc|ce |: allectec
bv cateuc(v :cenc - a c(ccuct |aunc|ec |ntc a cateuc(v
J|t| a ||u| :cenc |eve| J||| ac||eve a |cJe( :|a(e-cl-vc|ce
l|e lc||cJ|nu ana|v:|: cl a c(ccuct |aunc|ec |ntc t|e UK
anc F(enc| ce(:cna| ca(e b(anc cateuc(v c|ea(|v |||u:t(ate:
t||: c(|nc|c|e l|e :ame acve(t|:|nu Ja: u:ec |n t|e UK anc
F(ance, anc |ac ce(lc(mec Je|| |n (e:ea(c| |n bct| ccun-
t(|e: l|e UK |aunc| Ja: :ucce::lu|, ac||ev|nu a 20 ce(-
cent :|a(e-cl-vc|ce HcJeve(, becau:e t|e F(enc| annua|
cateuc(v :cenc Ja: 40 ce(cent ||u|e( t|an |n t|e UK, t|e
|aunc| cn|v ac||evec a 9 ce(cent :|a(e cl vc|ce ln c(ce( lc(
t|e ac tc ma|e an euu|va|ent |mcact |n F(ance a: |n t|e UK,
a u(eate( ac :cenc Jcu|c be (euu|(ec l|e F(enc| |aunc|
Ja: la( |e:: :ucce::lu|
Timine
l|e t|m|nu cl a |aunc| |: a|:c |mcc(tant One |n:tance |n
J||c| t||: c|avec an |mcc(tant (c|e Ja: lc( t|e UK |aunc|
cl a (anue cl '|ea|t|v¨ c(eca(ec mea|: Du(|nu t|e |aunc|
t|e(e Je(e tJc bu(:t: cl ac act|v|tv |J|t| cn|v m|nc( (e-
ec|t|nu tc t|e ac betJeen t|e tJc bu(:t:) /c c|aunc:-
t|c: Je(e v|(tua||v |cent|ca| cn bct| ccca:|cn: - t|e ac
ccnvevec t|e :ame me::aue: |n t|e :ame Jav l|e ac
aJa(ene:: uene(atec bv eac| bu(:t Ja: a|:c t|e :ame But
|mcact cn b(anc |ea|t| mea:u(e: Ja: muc| mc(e lavc(-
ab|e t|e :eccnc t|me (cunc Sa|e: a|:c (e:ccncec mc(e
lavc(ab|v |n 1anua(vFeb(ua(v ve(:u: Octcbe(Ncvembe(
l|e:e c|lle(ence: can be att(|butec tc t|e c|lle(|nu t|m|nu:
cl t|e ac bu(:t:
ln t|e (un-uc tc C|(|:tma:, t|e acve(t|:|nu Jc(|c |: l|cccec
J|t| |maue: cl accet|.|nu t(eat: lc( t|e C|(|:tma: ce(|cc
l|e |mcact cn t|e ccn:ume( cl t|e |aunc| cl a |ea|t||e(
lccc cct|cn t||: t|me cl vea( |ac|ec (e|evance l|e (e-a|(-
|nu cc:t C|(|:tma:, J|en cecc|e Je(e lee||nu uu||tv abcut
t|e|( le:t|ve |ncu|uence:, :eem: tc |ave u|ven t|e ac mc(e
(e|evance anc mean|nu lt |: |||e|v t|at t|e mc(e :en:|b|e
t|m|nu a|:c lac|||tatec |mc(cvec c|:t(|but|cn
How to advertise a |aunch
l|e(e a(e t|(ee |ev a(ea: tc a|| acve(t|:|nu
B(ancec memc(ab|||tv ·
Ccmmun|cat|cn ·
Pe:ccn:e ·
F | O
00
20 20
40
60
O N D 1 F | / | 1 1 / S O
O N D 1 / | 1 1 / S
F(ance
UK
Perscna| care branc
Kev lmaµe
2003
%

S
|
a
(
e

c
l

v
c
|c
e
70
Pe|at|cnsh|p between prcmptec branc awareness anc Tv spenc
T00
0 T000 2000 3000 4000 5000 6000 7000
90
80
20
T0
0
CPP:
6 mcnt|: cc:t |aunc|
P
(
c
m
c
t
e
c

B
(
a
n
c

/
J
a
(
e
n
e
:
:
74 74
K N D W L E 0 6 E P D l N T K N D W L E 0 6 E P D l N T K N D W L E 0 6 E P D l N T K N D W L E 0 6 E P D l N T
l|e:e a(e |u:t a: |mcc(tant lc( neJ c(ccuct |aunc| acve(t|:|nu
5ronJeJ memoro0|||tj º - an ac mu:t enuaue v|eJe(:
anc ccmmun|cate t|e b(anc name |n c(ce( lc( t|e c(e:-
ence cl t|e b(anc tc be |cuuec NeJ b(anc: acve(t|:ec
J|t| ||u| /l: |/Ja(ene:: lnc|ce:) tenc tc |ave ||u|e(
|eve|: cl t(|a| t|an t|c:e J|t| |cJe( /l:
lnvc|vement |: a |ev ca(t cl b(ancec memc(ab|||tv |n
|aunc| acve(t|:ement lt mav be t|at a b(anc: cc:|-
t|cn|nu cce:nt |enc |t:e|l tc a ||u||v |nvc|v|nu c(eat|ve
|a|t|cuu| |t |: Jc(t| bea(|nu |n m|nc t|at bv '|nvc|v|nu¨
Je mean acve(t|:|nu t|at ccn:ume(: ce:c(|be a: |nte(-
e:t|nu, |nvc|v|nu anc c|:t|nct|ve, anc t|e(e a(e leJ ac:
meant tc be anvt||nu e|:e!) HcJeve( |t mav be bette(
tc u:e ||u| |mcact acve(t|:|nu t|at |:nt |cea| lc( b(anc
cc:|t|cn|nu anc t|en :tee( b(anc ce(cect|cn: |n t|e ce-
:|(ec c|(ect|cn alte( t|e |aunc| c|a:e /|te(nat|ve|v, ac
en|cvment ccu|c be emc|a:|.ec tc ccmcen:ate lc( anv
ca::|v|tv, c( acve(t|:|nu t|at |: bct| uent|e anc act|ve|v
enuau|nu ccu|c be u:ec
Commun|cot|on º - :|mc||c|tv cl ccmmun|cat|cn |: c(u-
c|a| tc a :ucce::lu| |aunc| w|en C(avenca|e m||| Ja:
|aunc|ec |n t|e UK, t|e acve(t|:|nu t(|ec tc ccnvev tcc
manv me::aue: t|e m||| Ja: l(e:|, J|c|e, :em| anc
:||mmec, |t ccnta|nec v|tam|n: anc m|ne(a|:, t|e(e Je(e
nc acc|t|ve: c( c(e:e(vat|ve:, |t ccnta|nec leJe( bacte(|a
:c t|e m||| :tavec l(e:|e( lc( |cnue(, anc ta:tec u(eat
/: a (e:u|t, J|||e :a|e: u(eJ, t|ev Je(e nct cn t(ac| tc
||t ta(uet Ou( (e:ea(c| |cent|l|ec t|at t|e ta:te cl t|e
c(ccuct Ja: t|e |ev c(|ve( cl t(|a| anc :c a neJ execu-
t|cn Ja: ceve|ccec tc c(amat|.e t||: :|nu|e me::aue |n
a memc(ab|e Jav Ccmmun|cat|cn |mc(cvec c(amat|-
ca||v, cut-t|(cuu| mc(e t|an ccub|ec anc t(|a| |eve|:
|umcec l(cm T3 ce(cent tc 27 ce(cent
Pesoonse º - t|e c(eat|ve mu:t ccmmun|cate neJ |nlc(-
mat|cn tc t|e ta(uet auc|ence t|at |: bct| (e|evant anc
c(ec|b|e |n c(ce( tc mct|vate v|eJe(: - t|e acve(t|:-
|nu :|cu|c c(cv|ce an |mmec|ate c|a||enue tc cctent|a|
ccn:ume(: HcJeve(, neJ: |: cn|v neJ: |l t|e ccn:ume(
t(u|v :ee: |t a: :uc| ll |t |: nct ce(ce|vec tc be neJ: t|en
Je Jcu|c nct excect a :t(cnu |mmec|ate (e:ccn:e
/c: can mct|vate v|eJe(: bct| emct|cna||v anc (at|cna||v
Cene(a||v (at|cna| acve(t|:|nu |: mc:t |mcc(tant |n c(|v|nu
t(|a| anc :a|e: lc( a neJ |aunc|, but t||: J||| va(v bv cateuc-
(v ln :cme cateuc(|e: J|e(e mccc c( tcne |: a mc(e |m-
cc(tant c(|ve(, emct|cna| all|n|tv can be |u:t a: :ucce::lu|
/|t|cuu| Pe(:ua:|cn |: ca(t|cu|a(|v |mcc(tant lc( neJ |aunc|-
e:, Je |ncJ t|at c(eat|ve uua||tv ||n ca(t|cu|a( a: ||n|ec tc
b(ancec memc(ab|||tv) can a|:c |e|c tc bcc:t :a|e:
T2 Jee|: 24 Jee|: 52 Jee|:
30
25
20
T5
T0
5
0
New brancs w|th |aunch acs w|th h|µher /ls have h|µher c|a|mec tr|a| cn averaµe
C|a|mec tr|a| fcr new prccucts U.S.
l|me l(cm :ta(t cl acve(t|:|nu
C
|a
|m
e
c

t
(
|a
|
/l 0-3 /l 4+
Sma|||new brancs
Sa|es effect cr|ven bv persuas|cn w|th |mpact prcv|c|nµ a bccst
LcJ H|u| |ec|um
Brancec |mpact
L
c
J
H
|u
|
|
e
c
|u
m
P
e
r
s
u
a
s
|c
n
Prcbab|||tv cf shcrt term sa|es effect
LcJ |ec|um H|u|
JJJm|||Ja(cb(cJnccm
|^cu|eJoe |c^/· ./e J/.u^ //c^ /'e |||u./J 3/cu^ |^cu|eJoe 3.^·
.c^··/^o c/ ca/ J./.0.·e· c/ 'CCCC 0/.^J· .^J 4CCCC .J· .· ue|| .·
1CCC ..·e ·/aJe· ¯CC .c^/e/e^.e 0.0e/· .^J ^.o.·^e .//.|e· .^J 2'C
|e./^^o· Jc.a^e^/·
75 75
What are the main inf|uences on purchase
decisions?

For the overwhe|mine majority of brands, both pre-existine demand and in-store
activity are important for eeneratine sa|es, we estimate that, overa||, the ba|ance
is 72 percent in favor of pre-existine demand. However, the ba|ance between
the two varies considerab|y by country, cateeory and brand. Whi|e price promo-
tions are usefu| for eeneratine short-term sa|es, packaeine and disp|ay are a|so
usefu| contributors. Advertisine remains huee|y important for stimu|atine brand
demand, and TV remains a key component of this. There are c|ear benefits to
ensurine consistency between advertisine and in-store activity and this remains
an underuti|ized opportunity for many brands.
K N D W L E 0 6 E P D l N T K N D W L E 0 6 E P D l N T K N D W L E 0 6 E P D l N T K N D W L E 0 6 E P D l N T
0emand and Activation
l||: KncJ|ecue Pc|nt ||u|||u|t: |cJ tJc a:cect: cl t|e
ma(|et|nu c(cce:: allect b(anc c|c|ce |n c|lle(ent Jav: -
but a|:c |cJ t|ev can Jc(| tcuet|e(
C||ent ma(|et|nu act|v|t|e: can be cateuc(|.ec |ntc tJc ma|n
u(cuc: |cnu te(m - b(anc bu||c|nu, anc |cva|tv(e|at|cn:||c
bu||c|nu, :|c(t te(m - lccu:ec cn t|e |mmec|ate cec|:|cn
ma||nu c(cce::
lnte(act|cn J|t| a|| b(anc ccnnect|cn cc|nt: |nl|uence: |cJ
Je lee| abcut b(anc:, anc |t |: t|e:e ce(cect|cn: J||c| :|ace
|cJ c|:cc:ec Je a(e tcJa(c buv|nu b(anc: l|e ccnnec-
t|cn cc|nt: Je enccunte( t|(cuu|cut t|e cec|:|cn-ma||nu
c(cce:: |nl|uence cu( be|av|c( anc u|t|mate|v J|et|e( Je
cec|ce tc cu(c|a:e t|e c(ccuct But t|e(e |: a c|lle(ence
betJeen t|c:e ccnnect|cn cc|nt: exce(|encec cut:|ce t|e
:tc(e, anc t|c:e exce(|encec |n:|ce t|e :tc(e
l|e cut-cl-:tc(e exce(|ence can uene(ate a ce(ta|n |eve| cl
ce:|(e lc( t|e b(anc, but t||: can be :t(cnu|v allectec bv t|e
|n-:tc(e act|v|tv, ta|e t|e UK :c|(|t: cateuc(v lc( examc|e
l|e(e |: a c|ea( (e|at|cn:||c betJeen c(ele(ence anc b(anc
bcuu|t |a:t, but J|at |: |t abcut Famcu: C(cu:e t|at cau:ec
|t: actua| cu(c|a:e |eve| tc be ||u|e( t|an |t: c(e-ex|:t|nu
cemanc`
l|e act|v|tv |n-:tc(e can |ave a :ub:tant|a| ellect cn t|e
b(anc actua||v cu(c|a:ec we ca|| t||: /ct|vat|cn Ove(a|| Je
e:t|mate t|at, ac(c:: t|e Jc(|c, t|e ba|ance betJeen De-
manc anc /ct|vat|cn |a: a 7228 (at|c HcJeve(, t|e :a|e:
act|vat|cn c(cce:: |: c|lle(ent lc( a|| |nc|v|cua|: anc can va(v
:|un|l|cant|v
Famcus Crcuse. purchase cutstr|ps cemanc
St(cnu cemanc
0
5
T0
T5
20
25
6 8 T0 T2 T4 T6 T8 20
1ac| Dan|e|: Baca(c|
Cc(ccn:
Sm|(ncll
Ba||ev:
Suce(ma(|et: OJn Labe| Suce(ma(|et : OJn Labe
Be||:
Famcu: C(cu:e
Lcu|t l(an:lc(mec (:uu = 079
leac|e(:
( C 1 C
1ac
( cc CC
mmm S
eev:
b | ee b
Be||
aac a e le l
77 77
K N D W L E 0 6 E P D l N T K N D W L E 0 6 E P D l N T K N D W L E 0 6 E P D l N T K N D W L E 0 6 E P D l N T
0ifferences by country
l|e ba|ance betJeen t|e tJc va(|e: ac(c:: c|lle(ent ccun-
t(|e: ln C||na, lc( |n:tance, |n-:tc(e act|v|tv exe(t: a mc(e
ccJe(lu| |nl|uence cn t|e cu(c|a:e cl :clt c(|n|: t|an |t
cce: |n Sca|n ln uene(a| ac(c:: /:|an ccunt(|e:, Je l|nc t|at
|n-:tc(e act|v|tv |: mc(e |nl|uent|a| t|an |t |: |n t|e we:t
0ifferences across cateeories
l|e Demanc/ct|vat|cn (at|c a|:c c|lle(: ac(c:: cateuc(|e:
ln |cnue(-te(m cu(c|a:e cateuc(|e:, t|e /ct|vat|cn c|a:e |:
c(|t|ca| Fc( a ca(, t|e c(cce:: beu|n: t|e mcment :cmecne
:ta(t: :e(|cu:|v ccn:|ce(|nu t|e|( next cu(c|a:e l|e|( ccn-
:|ce(at|cn |: |nl|uencec bv manv lactc(:, |nc|uc|nu a(t|c|e:
anc web :|te: t|ev (eac, lv anc maua.|ne ac: t|ev :ee,
acv|ce l(cm l(|enc:, te:t c(|ve: t|ev ta|e anc |cJ (e:ccn:|ve
t|e |cca| cea|e( :eem: /|| t|e:e J||| c|av a (c|e |n ccnve(t-
|nu t|e|( |n|t|a| ce:|(e tc buv a ca(t|cu|a( ma|e c( mcce| |ntc
a :a|e Ove(a||, t|e Demanc/ct|vat|cn (at|c lc( |cnue(-te(m
cu(c|a:e cateuc(|e: |: 6238
Fc( a tvc|ca| cac|auec uccc: c(ccuct, /ct|vat|cn J||| |a(ue|v
ta|e c|ace J|t||n t|e :tc(e env|(cnment /: cecc|e :|cc
lc( t|e cateuc(v, :cme b(anc: J||| |ave mc(e v|:|b|e cac|-
au|nu, ct|e(: J||| be (unn|nu c(|ce (ecuct|cn:, exc|t|nu c(c-
mct|cn:, anc :cme J||| nct even be cn :|e|l Ove(a||, t|e
Demanc/ct|vat|cn (at|c lc( cac|auec uccc: |: 7822
la||nu Ce(manv a: an examc|e, t|e Demanc/ct|vat|cn (at|c
va(|e: l(cm 5050 lc( ||-tec| c(ccuct: tc 83T7 lc( cll-t(ace
bee(
/: Je m|u|t excect, a cateuc(v :uc| a: :clt c(|n|: |n t|e
UK |: c(|ven ma|n|v bv Demanc |8020) Pecc|e |a(ue|v
|ncJ J||c| b(anc t|ev Jant belc(e t|ev even uet tc t|e
:tc(e, a|be|t c|c:|nu l(cm a (ece(tc|(e, :c uett|nu cn t|e|(
ccn:|ce(at|cn ||:t |: t|e ma|c( ca(t cl t|e batt|e w|||e :ce-
c|a| clle(: |n t|e :tc(e mav Je|| |ave :cme |mcact cn t|e
l|na| c|c|ce, /ct|vat|cn |: ve(v muc| t|e :eccnca(v lc(ce
|e(e
Bv ccnt(a:t, t|e ma(|et lc( bu||c|nu: anc ccntent: |n:u(-
ance |: a cateuc(v J|e(e t|e /ct|vat|cn c|a:e |: mc(e :|u-
n|l|cant |6436) l||: |: a cateuc(v t|at cecc|e |ncJ ||tt|e
abcut, anc t|e cctent|a| ccn:|ce(at|cn :et |: ve(v |a(ue,
(e:ea(c| |: neecec anc acv|ce :cuu|t De:c|te t||:, c(e-
ex|:t|nu Demanc lc( b(anc: ba:ec cn ca:t exce(|ence anc
(ecutat|cn |: |mcc(tant tcc
0ifferences by brand
|ven J|t||n a :cec|l|c ccunt(v anc cateuc(v, t|e(e can be
u(eat va(|at|cn betJeen b(anc:, t|e c|lle(ence: be|nu cue
tc t|e ellect|vene:: cl t|e act|v|tv at t|e c|lle(ent ccnnec-
t|cn cc|nt: l|e UK ceccc(ant ma(|et :|cJ: t|at t|e c(c-
cc(t|cn cl Su(e: :a|e: cec|cec c(e-:tc(e |: ||u|e( t|an t|at
lc( ct|e( b(anc:
C|cba| ave(aue |72
/|| cateuc(|e:
There |s mcre cf an cppcrtun|tv fcr |n-stcre act|v|tv fcr Ch|na |n the scft cr|n|s
cateµcrv, than |n Spa|n
70
75
80
82
83
83
84
87
30
25
20
T9
T7
T7
T6
T3
Pe|at|ve |nf|uence |n Demanc anc /ct|vat|cn - Cermanv
Snac
Laun
Ca(|cmebu
|cb||e c
Ca(
lnte(net :e
H|-tec| |H|-F|, l
83%
83%
82%
79%
78%
77%
77%
75%
74%
58%
57%
57%
56%
53%
50%
T7%
T7%
T8%
2T%
22%
23%
23%
25%
26%
42%
42%
43%
44%
47%
50%
78 78
K N D W L E 0 6 E P D l N T K N D W L E 0 6 E P D l N T K N D W L E 0 6 E P D l N T K N D W L E 0 6 E P D l N T
Which connection points are most important?
Sc, J|at a(e t|e ccnnect|cn cc|nt: J||c| |ave t|e b|uue:t
|nl|uence` Fc( eac| ccnnect|cn cc|nt, Je ca|cu|ate a PcJe(
Scc(e - a mea:u(e cl t|e ellect|vene:: cl t|e ccnnect|cn
cc|nt |n te(m: cl |t: ab|||tv tc |nl|uence :a|e: t|(cuu| bct|
Demanc anc /ct|vat|cn C|cba||v, c(|c( c(ccuct exce(|ence |:
t|e b|uue:t c(|ve( cl :a|e:, |av|nu a |uue ellect cn Demanc
l|e ma|c(|tv cl t|e t|me, ccn:ume(: a(e |accv tc buv J|at
t|ev |ave bcuu|t c(ev|cu:|v, |l |t |a: met t|e|( neec:
HcJeve(, |n-:tc(e act|v|tv ||nc(ea:|nu|v cn||ne :tc(e:) anc ac-
ve(t|:|nu a|:c c|av |mcc(tant (c|e: /: m|u|t be excectec, t|e
|n-:tc(e act|v|tv |: ca(t|cu|a(|v |nl|uent|a| cn /ct|vat|cn, J|||e
acve(t|:|nu |: ca(t|cu|a(|v |nl|uent|a| cn Demanc
l|e b|uue:t |nl|uence |n-:tc(e ccme: l(cm c(|ce c(cmct|cn:,
a|t|cuu| t|e:e a(e nct a|Jav: benel|c|a| lc( t|e b(anc |n t|e
|cnu te(m - :ee cu( KncJ|ecue Pc|nt, 'P(|ce P(cmct|cn:
|cJ tc ma|e t|em Jc(| lc( vcu( b(anc¨ l|e(e a(e ct|e(
e|ement: cl |n-:tc(e act|v|tv J||c| can a|:c be benel|c|a|,
J|t|cut |av|nu t|e c(aJbac|: cl c(|ce-c(cmct|cn: l|e :tc(e
|: t|e cne env|(cnment J||c| t|e va:t ma|c(|tv cl ccn:um-
e(: v|:|t: (euu|a(|v, anc t||: cccc(tun|tv :|cu|c be |eve(auec
tc ccmmun|cate ellect|ve|v J|t| ccn:ume(: l|e cac|au|nu,
t|e b(anc c|:c|av, anc :cec|a| |n-:tc(e c|:c|av: can a|| exe(t
a ma|c( |nl|uence
l|e mc:t acc(cc(|ate c|:c|av: J||| va(v accc(c|nu tc b(anc
:tatu: Launc|e: anc C|a||enue(: J||| Jant tc c|:(uct t|e
cateuc(v, anc uue:t|cn autcmat|c c|c|ce: B(anc |eace(:,
bv ccnt(a:t, J||| Jant tc emc|a:|.e t|e|( lam|||a(|tv, a|c|nu
uu|c| (eccun|t|cn anc (cut|ne, mavbe bv (em|nc|nu t|e ccn-
:ume( cl cc:|t|ve exce(|ence: c( ccmmun|cat|cn:
/ ca:e :tucv |||u:t(ate: t|e |mcc(tance cl |n-:tc(e act|v|tv
B(anc / |: t|e |eac|nu b(anc |n t|e cateuc(v ac(c:: mc:t
ma(|et: |n C||na lt lccu:e: cn lv acve(t|:|nu a: a ma|n
c(|ve( cl b(anc |ea|t| anc :|un|l|cant|v cut:cenc: |t: ccm-
cet|tc( - B(anc B
HcJeve(, |n Cuanu.|cu, B(anc B mace :|un|l|cant ua|n: at
B(anc /: excen:e, e:cec|a||v amcnu t|e vcunue( ccn:um-
e( u(cuc, u:|nu |n-:tc(e act|v|tv |cente(ec a(cunc b(ancec
(eta|| cut|et: a|mec at t|e vcunue( ccn:ume() l|e b(anc
a|:c ut|||.ec |n-:tc(e act|v|t|e: |cente(|nu a(cunc cut|et:),
emc|a:|.|nu att(act|ve c|:c|av:, attent|cn u(abb|nu POS,
anc act|ve :a|e: :tall Ove( t|e ccu(:e cl t||: act|v|tv, ccn:|c-
e(at|cn lc( B(anc B, ca(t|cu|a(|v amcnu t|e vcunue( ta(uet,
|mc(cvec c(amat|ca||v, ce:c|te B(anc /: lv ccm|nance
lnf|uence cf Ccnnect|cn Pc|nts. C|cba|
PPB
8
N
2TT 53
T30 TT8
T80 32
74 27
37 T3
37
22 9
T6 7
TT
8
ln-stcre - ceta||
P(|ce (ecuct|cn:uccc c
B(anc be|nu c|:c|av
B(anc be|nu ava||ab|e (|
Scec|a| |n
B(anc |av|nu nct|ce
|
B(an
F(ee ext(a am
S
C|ven l(e
F(ee u|
Hav|nu a c
Panue cl b(anc: |tem: b
54
40
25 T80
2T
2T
T8
T3
T0
9
8
7
6
5
lcta| 247
OJn Labe| Sclt & Cent|e Su(e Dcve
Scme brancs' sa|es are cr|ven |ess bv |n-stcre act|v|tv than cthers
S
a
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:

c
e
c
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-
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0eoderant s
79 79
K N D W L E 0 6 E P D l N T K N D W L E 0 6 E P D l N T K N D W L E 0 6 E P D l N T K N D W L E 0 6 E P D l N T
l|e c(ccc(t|cn cl :a|e: lc( B(anc B J|e(e :a|e:ce(:cn (ec-
cmmencat|cn |nl|uencec t|e :a|e (c:e l(cm T4 ce(cent |n
OT tc 35 ce(cent |n O3, J|||e t|e c(ccc(t|cn |nl|uencec bv
cc|nt cl :a|e mate(|a| (c:e l(cm T6 ce(cent |n OT tc 27 ce(-
cent |n O3
/c(c:: t|e Jc(|c, J|en |t ccme: tc acve(t|:|nu, lv :t||| |:
t|e ccm|nant ccJe( w|||e t||: (el|ect: t|e c(ccc(t|cn cl t|e
ma(|et|nu bucuet t|at ccnt|nue: tc be :cent cn t||: me-
c|um, |t |: a u:elu| (em|nce( t|at lv :t||| c|av: a ma|c( (c|e
lc( mc:t b(anc:
lnteeration
Sc la( Je |ave c|:cu::ec Demanc anc /ct|vat|cn a: tJc
:eca(ate e|ement: cl t|e ma(|et|nu m|x, J||c| |: |cJ t|ev
a(e clten t(eatec HcJeve(, t|e(e a(e (ea| benel|t: tc be |ac
bv en:u(|nu t|e tJc Jc(| tcuet|e( ln t|e UK, t|e m||| b(anc
C(avenca|e, a: ca(t cl a (e|aunc| :t(ateuv, c|anuec |t: |n-
:tc(e act|v|tv, |nc|uc|nu POS ta:t|nu:, tc be mc(e ccn:|:tent
J|t| |t: ct|e( ma(|et|nu act|v|tv On |t: cJn, t|e |n-:tc(e ac-
t|v|tv |ac m|n|ma| ellect, but J|en t|e |n-:tc(e act|v|tv Ja:
t|ec |n J|t| t|e lv act|v|tv, t|e ellect Ja: u(eate( t|an t|e
tJc accec tcuet|e(
/ :eccnc examc|e ccme: l(cm a b(anc J|t| :t(cnu ce-
manc bu||t cn a |e(|taue cl c|eve(, c(eat|ve acve(t|:|nu But
t|e cac|au|nu anc |n-:tc(e c(e:ence Je(e (e|at|ve|v Jea|,
(e:u|t|nu |n |c:t :a|e: tc ccmcet|tc(: ||nc|uc|nu c(|vate |abe|
b(anc:) U:|nu cu( |ea(n|nu:, t|e c||ent (ev|:ec t|e|( cac|au-
|nu tc bu||c cn t|e |maue(v t|at |ac been c(eatec t|(cuu|
acve(t|:|nu anc a|:c lccu:ec mc(e ellc(t anc (e:cu(ce: cn
|n-:tc(e 'c(cx|m|tv cc||ate(a|¨ l|ev ccnt|nuec tc (e|nlc(ce
cemanc t|(cuu| lv anc maua.|ne acve(t|:|nu, c(eat|nu a
la( mc(e |nteu(atec me::aue
lt :eem: t|at t|e |n-:tc(e exce(|ence can evc|e a::cc|a-
t|cn: l(cm t|e acve(t|:|nu, uene(at|nu :t(cnue( |nte(e:t |n
t|e b(anc l||: can be a ccJe(lu| tcc| anc a :t(cnu a(uu-
ment lc( lu||v |nteu(atec ma(|et|nu
l||: KncJ|ecue Pc|nt |a: been c(eca(ec u:|nu cata l(cm 3T
D&/ :tuc|e: a(cunc t|e Jc(|c ccve(|nu cve( T,500 b(anc:
JJJm|||Ja(cb(cJnccm
|^cu|eJoe |c^/· ./e J/.u^ //c^ /'e |||u./J 3/cu^ |^cu|eJoe 3.^·
.c^··/^o c/ ca/ J./.0.·e· c/ SCCCC 0/.^J· .^J 4CCCC .J· .· ue|| .·
1CCC ..·e ·/aJe· ¯CC .c^/e/e^.e 0.0e/· .^J ^.o.·^e .//.|e· .^J 2'C
|e./^^o· Jc.a^e^/·
| 1 1 / F | / S O N D
we|u|tec
CPP:
B(anc /
B(anc B
0
300
0
Ccns|cerat|cn - On|v|preferrec branc
Ba
T424 526 T32
Cuanu.|cu
/cvert|s|nµ - C|cba|
Power
score
lv ac:
|aua.|ne ac:
Pc:te(::|un: |n :|cc, ba( etc
Pc:te(b|||bca(c ac:
NeJ:cace( ac:
Pac|c ac:
lnte(net ac:
/c: |n |ncecencentacacem|c |cu(na|:
Leal|et: |n neJ:cace(:maua.|ne:
C|nema ac:
/c: cn cub||c t(an:cc(t
/c: cn t|e unce(u(cunc:ubJav
72
T8 2
2
T
0
T
T
T
0
TT 7
T6
T5 2
T0
8 3
7
5
5
3
2
9 8T
20
T9
T8
T7
TT
TT
7
7
5
4
3
Demanc /ct|vat|cn lcta| 2T3
// cc nn aa ( BB
80 80
How to maximize the return from your on|ine dis-
p|ay advertisine

As it has matured, we have |earned that on|ine advertisine can improve aware-
ness and brand perceptions. For a medium where frequency |eve|s can be
capped, it is worth notine that the first exposure is the most effective, so aimine
for reach amone your tareet is a usefu| objective to set. lmprovements on most
key brand measures tend to stabi|ize after around four exposures.

There are many factors which affect an ad's abi|ity to perform we|| on|ine. P|ac-
ine the ad on a re|evant site can make a bie difference for some cateeories, and
the amount of c|utter on the site can affect most performance measures. ße-
yond these aspects, the creative itse|f has a huee inf|uence on the ad's abi|ity to
perform, with the best ads sharine some key characteristics.
K N D W L E 0 6 E P D l N T K N D W L E 0 6 E P D l N T K N D W L E 0 6 E P D l N T K N D W L E 0 6 E P D l N T
lntroduction
ln t|e |a:t cecace t|e(e |a: been, anc ccnt|nue: tc be, a |ct
cl :cecu|at|cn abcut J|at t|e web can (ea||:t|ca||v b(|nu tc
ma(|et|nu He(e Je lccu: nct cn :cecu|at|cn, but cn J|at
Je |ave |ea(nec
How the medium works
On||ne acve(t|:|nu ac||eve: mc(e t|an |u:t c(|v|nu be|av|c(
v|a c||c|-t|(cuu| ln t|cu:anc: cl (e:ea(c| :tuc|e: ccmca(|nu
excc:ec tc ncn-excc:ec (e:ccncent: cl va(|cu: camca|un:,
cn||ne acve(t|:|nu |a: cemcn:t(atec |t: ab|||tv tc c(|ve |ev
b(anc met(|c: - b(anc anc acve(t|:|nu aJa(ene::, me::aue
a::cc|at|cn, b(anc lavc(ab|||tv anc cu(c|a:e |nte(e:t
Fu(t|e(, J|en u:ec |n a mu|t|mec|a camca|un, cn||ne acve(-
t|:|nu can en|ance b(anc aJa(ene::, ac aJa(ene::, |ntencec
ccmmun|cat|cn anc lavc(ab|e b(anc cc|n|cn:

ßrand Status
On||ne acve(t|:|nu Jc(|: (eua(c|e:: cl |cJ Je|| |ncJn t|e
b(anc |: /ve(aue ac ce(lc(mance |: :|m||a( lc( Je||-|ncJn
anc |e::e(-|ncJn b(anc: lc( mc:t |ev b(anc met(|c:, a|-
t|cuu| t|e |nc|cat|cn: a(e t|at |t |: ea:|e( tc uene(ate cu(-
c|a:e |ntent lc( |e:: Je||-|ncJn b(anc: l||: |: ccn:|:tent
J|t| cu( cll||ne |ea(n|nu
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lncrementa| effect cf lnternet cn Branc letr|cs w|th|n mu|t|mec|a campa|µns
/veraµe Percentaµe Pc|nt lncrease cver Unexpcsec |Ccntrc|) Base||ne
/c
/Ja(ene::
/| cec
B(anc
/Ja(ene::
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/::cc| at | cn
B(anc
Favc(ab| | | t v
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l ntent
Ccn:| ce(at | cn
0
2
4
6
8
T0
5 9
4 4
3 5
3 0
T 4
81 81
K N D W L E 0 6 E P D l N T K N D W L E 0 6 E P D l N T K N D W L E 0 6 E P D l N T K N D W L E 0 6 E P D l N T
How popu|ar is the format?
|anv cn||ne ac lc(mat: a(e (ece|vec cc:|t|ve|v HcJeve(,
Dvnam|c Lcu|c: /cPeact|cn Stucv |2005) :|cJec t|at ncn
cct-|n e-ma|| |Scam) |: a|mc:t a: unJe|ccme a: te|ema(-
|et|nu Bct| a(e v|eJec neuat|ve|v bv cve( 75 ce(cent cl
US ccn:ume(: Bv ccnt(a:t, web :|te ac: |ave la( u(eate(
accectance
Neve(t|e|e::, t|e(e |: anct|e( ||e(a(c|v J|t||n web :|te ac-
ve(t|:|nu lc(mat: Pcc-uc anc ccc-unce( ac: anc t|c:e
t|at ccc |n betJeen |cac|nu caue: a(e ca(t|cu|a(|v c|:|||ec,
a: a(e ac: t|at |ave an|mat|cn t|at mcve cve( t|e caue |cut
cl l(ame)
Coveraee
F(cm a cc:t-ellect|vene:: :tanccc|nt, t|e l|(:t |mc(e::|cn
|: t|e mc:t ellect|ve, t|e mc:t cc:t-ellect|ve excc:u(e l(e-
uuencv |: cne w|||e t||: |: t(ue lc( manv mec|a, t||: |:
ca(t|cu|a(|v (e|evant |n t|e cn||ne Jc(|c, J|e(e l(euuencv
cac: can be :et HcJeve(, t|e ab|||tv cl cn||ne acve(t|:|nu
tc uene(ate b(anc aJa(ene:: anc cu(c|a:e |ntent tenc: tc
:tab|||.e at a(cunc lcu( excc:u(e:
Context
l|e natu(e cl t|e web :|te cn J||c| t|e ac |: leatu(ec |a:
||tt|e c( nc |mcact cn t|e ab|||tv cl an ac tc uene(ate b(anc
aJa(ene:: HcJeve(, lc( :cme cateuc(|e:, nctab|v /utc-
mct|ve anc P|a(maceut|ca|, ccntext |: |uue|v |mcc(tant |n
c(|v|nu cu(c|a:e |ntent Be|nu |n ccntext mav :|mc|v be a
:u((cuate lc( be|nu |n t|e ma(|et |c( |av|nu a u|ven ccnc|-
t|cnc|:ea:e |n t|e ca:e cl c|a(ma) l||: |: nct t(ue lc( a||
cateuc(|e:, |cJeve( |nte(ta|nment ac: lc( lv :|cJ: anc
mcv|e: tenc tc accea| tc a J|ce auc|ence anc, t|u:, t|e
|n-ccntext a(uument cce: nct acc|v
Scu(ce |a(|etNc(m:
On||ne /c
/Ja(ene::
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B(anc
Favc(ab|||tv
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25
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C|utte( a|:c allect: ac ce(lc(mance ln a :tucv ccncuctec
|c|nt|v bv Dvnam|c Lcu|c, N|e|:enNet(at|nu:, anc Dcub|e
C||c|, c|utte( Ja: :|cJn tc neuat|ve|v allect b(anc lavc(ab||-
|tv, me::aue a::cc|at|cn anc c||c| t|(cuu| (ate:
Ad size
l|e(e a(e manv tvce: cl ac :|.e: u:ec cn||ne, but mc:t can
be :eca(atec |ntc t|(ee u(cuc:
ßanners · , J||c| accea( |c(|.cnta||v |tvc|ca||v at t|e tcc
cl t|e caue) l|e(e a(e tJc c(eccm|nant :|.e:, :tanca(c
banne( anc |eace(bca(c |:uce(-banne()
Skyscrapers · , J||c| accea( ve(t|ca||v |tvc|ca||v a|cnu t|e
(|u|t |anc ma(u|n cl t|e caue) l|e(e a(e tJc ma|c(
:|.e:, :tanca(c :|v:c(ace( anc J|ce :|v:c(ace(
Pectane|es · , J||c| a(e muc| mc(e :uua(e :|acec t|an
t|e mc(e c|a::|ca||v (ectanuu|a( banne(: anc :|v:c(ac-
e(: l|e tJc mc:t c(cm|nent :|.e: a(e t|e mec|um (ect-
anu|e anc |a(ue (ectanu|e
w|en ccn:|ce(|nu ac :|.e, b|uue( |: bette( Lcc||nu at ac
:|ace:, (ectanu|e: tenc tc ce(lc(m bette(, becau:e t|ev cc
nct l(ame t|e ccntent |||e t|e mc(e |unc(ab|e ac :|ace:
:uc| a: :|v:c(ace(:
Creative
ln a::e::|nu ellect|vene::, t|e c(eat|ve |t:e|l |: mc(e |m-
cc(tant t|at ct|e( va(|ab|e: :uc| a: l(euuencv cl excc:u(e
anc cateuc(v /n ana|v:|: cl cve( 2,500 cn||ne camca|un:
:|cJec t|at t|e uua||tv cl t|e c(eat|ve Ja: t|e b|uue:t ex-
c|anatc(v lactc( c|:t|nuu|:||nu betJeen :t(cnu anc Jea|
ac: 1u:t ta||nu v|cec ac:, t|e c|lle(ence |n ce(lc(mance
betJeen t|c:e J|t| ||u|e:t ac aJa(ene:: |tcc 20 ce(cent)
anc t|c:e J|t| |cJe:t ac aJa(ene:: |bcttcm 20 ce(cent)
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lcst nct|cec v|cec acs have b|µµest effect
lcst anc least Nct|cec v|cec /cs
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K N D W L E 0 6 E P D l N T K N D W L E 0 6 E P D l N T K N D W L E 0 6 E P D l N T K N D W L E 0 6 E P D l N T
C(eat|ve un|t: ccnta|n|nu v|cec e|ement: ce(lc(m uc tc
tJc t|me: bette( t|an ct|e( cn||ne acve(t|:|nu camca|un:
cn mea:u(e: cl aJa(ene::, me::aue a::cc|at|cn, b(anc la-
vc(ab|||tv anc cu(c|a:e |ntent
l|e be:t ce(lc(m|nu (|c|, cn||ne mec|a ac: |ncn-:tat|c ac:)
|ave :t(|||nu :|m||a(|t|e: tc t|e be:t lv ac:
l|e c(eat|ve |: |next(|cab|v ||n|ec tc t|e b(anc ||n :cme ·
|n:tance: a ccn:tant ccmccnent cl t|e ac - J|en ccn-
:ume(: mav cn|v be excc:ec tc cne l(ame cl an ac, |t
ma|e: :en:e tc |nc|uce t|e b(anc |n a|| l(ame:)
l|ev a(e en|cvab|e anc ente(ta|n|nu ·
l|ev enuaue t|e v|eJe( ln manv |n:tance: t||: c(eate: ·
an |nte(act|ve exce(|ence t|at ta|e: acvantaue cl t|e
|nte(act|ve natu(e cl t|e web, :uc| a: ||n||nu tc (ec|ce:,
|c|n|nu |n c|:cu::|cn u(cuc: c( ccJn|cac|nu a ccuccn
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vcu( ac |n c(ce( tc :ee vcu( b(anc c( me::aue - c||c|
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:ceec J|t| J||c| neJ ceve|ccment: beccme ccm-
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an cn||ne ac lc(mat, but |t: ce(lc(mance |: |||e|v tc ce-
c||ne cve( t|me a: Je||, a: t|e ncve|tv :ub:|ce:
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How to make the most of mu|timedia advertisine

With increasine fraementation |eadine to a |one media tai|, it is usua||y neces-
sary to use mu|tip|e media to reach your tareet audience. Whi|e this makes the
marketer's |ife more comp|icated, it does offer rea| benefits, particu|ar|y in terms
of media-mu|tip|ier effects, communicatine a richer messaee, and sustainine the
effect of your activity.
K N D W L E 0 6 E P D l N T K N D W L E 0 6 E P D l N T K N D W L E 0 6 E P D l N T K N D W L E 0 6 E P D l N T
ln (ecent vea(:, cue tc t|e c(c||le(at|cn cl cab|e:ate|||te
c|anne|: anc lv l(aumentat|cn, |t |a: beccme e::ent|a| tc
u:e mu|t|c|e c|anne|: tc (eac| a|| cl t|e ta(uet auc|ence |n
manv ccunt(|e: /cc|t|cna||v, ct|e( c|anne|: |ave ceve|ccec,
|nc|uc|nu t|e lnte(net anc va(|cu: amb|ent mec|a, (e:u|t|nu
|n a muc| J|ce( (anue cl cct|cn:
l|e(e a(e manv c|lle(ence: betJeen t|e benel|t: cl c|lle(ent
mec|a ln te(m: cl ta(uet|nu, :cme c|anne|:, :uc| a: lv, can
:t||| (eac| a ve(v J|ce auc|ence /nc J|||e lv l(aumentat|cn
cau:e: c(cb|em:, |t cce: |ave t|e benel|t cl a||cJ|nu u(eate(
ta(uet|nu cl m|nc(|tv auc|ence: t|an eve( belc(e w|e(ea:
c(|nt anc t|e lnte(net lc( examc|e, a(e uccc at (eac||nu
||u||v ta(uetec auc|ence: :eumentec bv |nte(e:t |lnc|v|cua|
KncJ|ecue Pc|nt: cn eac| cl t|e ma|n mec|a c|:cu:: t|e
un|uue leatu(e: cl eac| mec|a |n ceta||)
Peach
l|e :|mc|e:t (ea:cn lc( mu|t|mec|a acve(t|:|nu |: extenc|nu
(eac| lv (ema|n: t|e be:t ve||c|e lc( ac||ev|nu (eac|, but
|t |: u:ua||v |e|clu| tc u:e ct|e( mec|a tc (eac| ||u|tncn lv
v|eJe(: l|e examc|e be|cJ :|cJ: lv ac aJa(ene:: cea|-
|nu at 40 ce(cent, but J|t| t|e acc|t|cn cl c(|nt anc |n :tc(e,
t||: (eac|e: cve( 50 ce(cent
On||ne acve(t|:|nu can Jc(| Je|| |n t||: ccntext /na|v:|: cl
cn||ne acve(t|:|nu J||c| Ja: ca(t cl mu|t|mec|a camca|un:
(evea|: t|at t|e cn||ne ac: |ac |nc(ementa| ellect: cn aJa(e-
ne::, lavc(ab|||tv anc ccn:|ce(at|cn
Nedia-mu|tip|ier
l|e(e can be a uenu|ne|v :vne(u|:t|c ellect cl u:|nu mu|t|c|e
c|anne|: l|e lc||cJ|nu c|a(t :|cJ: t|e auu(euate (e:u|t cl
an ana|v:|: ccncuctec cn be|a|l cl t|e |aua.|ne Pub||:|-
40
0
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1 F | / | 1 1 | | 1 1 / S O N D 1 F /
Peach. Tv, Pr|nt anc ln Stcre
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K N D W L E 0 6 E P D l N T K N D W L E 0 6 E P D l N T K N D W L E 0 6 E P D l N T K N D W L E 0 6 E P D l N T
e(: cl /me(|ca, ana|v.|nu :a|e: lc( TT3 b(anc: cve( a t|(ee
vea( t|me l(ame, anc cc((e|at|nu cu(c|a:e |ntent J|t| mec|a
aJa(ene:: l|e ana|v:|: t(ac|ec aJa(ene:: anc cu(c|a:e |n-
tent cn a Jee||v ba:|: / :tat|:t|ca||v :|un|l|cant (e|at|cn:||c
betJeen a c|anue |n acve(t|:|nu aJa(ene:: anc a cc((e-
:ccnc|nu c|anue |n cu(c|a:e |ntent Ja: ev|cent lc( 6T ce(-
cent cl t|e b(anc: /mcnu t|c:e ca:e: J|e(e a :|un|l|cant
(e|at|cn:||c Ja: lcunc, a ccmb|nat|cn cl mec|a Ja: mc:t
l(euuent|v :cu(cec a: J|at Ja: c(|v|nu t|e c|anue C|ea(
ev|cence cl t|e mec|a-mu|t|c||e( ellect
ln a c(c|ect ccncuctec bv ||||Ja(c B(cJn lc( t|e UK : NeJ:-
cace( |a(|et|nu /uencv, |t Ja: lcunc t|at a ccmb|nat|cn cl
lv anc neJ:cace( |nc(ea:ec ccn:|ce(at|cn lc( Cu|nne:: bv
lcu( t|me: a: muc| a: lv a|cne
l|e mec|a-mu|t|c||e( ellect :eem: tc :tem l(cm a numbe(
cl c|encmena
Fc( :cme mec|a, eu c(|nt, attent|cn |: ca|c cn|v tc ac: t|at
|nte(e:t t|e ccn:ume( But lv can acc Ja(mt| anc |nte(e:t
tc a b(anc, tc enccu(aue a ccn:ume( tc Jant tc l|nc cut
mc(e /: a ccn:euuence, t|ev a(e mc(e |||e|v tc (eac a c(|nt
ac lc( |t
/cc|t|cna||v, v|eJ|nu anct|e( ac, J|et|e( |t |: c(|nt, cn||ne
c( OOH, mav aJa|en a::cc|at|cn: lc(mec bv t|e lv ac -
ca(t|cu|a(|v |l t|e :ame c(eat|ve acc(cac| |: ta|en l|e ccm-
b|nat|cn cl t|e:e tJc ellect: can cau:e a ccJe(lu| mec|a-
mu|t|c||e( ellect
/cc tc t||: t|e cc::|b|||t|e: cl u:|nu :|tuat|cn anc t|me :ce-
c|l|c mec|a tc (el(e:| me::aue: ccmmun|catec ea(||e(, anc
t|e ccJe( cl mu|t|mec|a acve(t|:|nu beccme: c|ea(
Sc, J|||e |t can ta|e t|me anc ellc(t tc exc|c(e t|e ||ve: anc
m|nc:et: cl vcu( ccn:ume(: tc unce(:tanc J||c| c|anne|:
clle( t|e be:t cccc(tun|tv lc( ccnnect|cn, mu|t|mec|a cam-
ca|un: |ave :cme ma|c( benel|t: |c(e |nlc(mat|cn can
be ccnvevec, :uc| a: mc(e :cec|l|c ceta||, ccmc|emen-
ta(v me::aue:, c(|c|nu |nlc(mat|cn, c( va(|ant |nlc(mat|cn
|uua||v, |t can :|mc|v bu||c a :en:e cl 'nc|:e¨ a(cunc a b(anc
anc can |e|c t(|uue( t|e cu(c|a:e nea( cc|nt cl :a|e
l|e(e a(e tJc ma|n lc(m: cl t|e mu|t|c||e( ellect
Naenify
w|e(e mu|t|c|e c|anne|: a(e u:ec tc (eac| t|e :ame ta(uet
auc|ence, Je (ele( tc t||: a: |aun|lv ln te(m: cl a me-
c|a :c|ecu|e, t||: acc(cac| ce||ve(: a|| cl t|c:e me::aue:
at abcut t|e :ame t|me Su((cunc|nu t|e ccn:ume( J|t|
an |nteu(atec :et cl me::aue: t|(cuu| c|lle(ent ve||c|e:
cau:e: t|e cve(a|| ellect tc be u(eate( t|an J|at ccu|c be
ac||evec t|(cuu| cne mec|um a|cne Scec|l|c me::aue:
can accumu|ate |ntc b(cace( |cea: Fc( a ccmc|ex anc
mu|t|lacetec me::aue J|t| t|e cb|ect|ve cl c|anu|nu e:-
tab||:|ec ce(cect|cn:, c( e||c|t|nu an act|ve (e:ccn:e, |au-
n|lv |: t|e |||e|v :t(ateu|c c|c|ce
|aun|lv Ja: u:ec bv cne b(anc :t(uuu||nu tc c|lle(ent|ate |t-
:e|l |n a UK ut|||tv :ectc( l|e ma(|etc|ace Ja: c(cJcec,anc
t|e(e Ja: cne ccm|nant c|ave( l|e b(anc |aunc|ec a cam-
ca|un, |nc|uc|nu bct| a lv anc (ac|c execut|cn, a(cunc t|e
:ame t|eme u:|nu t|e :ame mu:|c anc ||nu|e l|e ellect:
cl c|lle(ent mec|a Je(e |:c|atec bv |cc||nu at ccn:ume(:
J|t| c|lle(ent cccc(tun|t|e: tc be excc:ec tc t|e va(|cu:
ca(t: cl t|e camca|un l|e cemcu(ac||c: cl eac| u(cuc
Je(e ve(v :|m||a(, anv c|lle(ence: |n t|e cata ccu|c be at-
t(|butec tc t|e c|lle(ent mec|a m|xe:
/na|v:|: :|cJ: t|e c|lle(ence: |n (e:u|t: betJeen t|e lv
anc (ac|c cn|v ce||: anc t|c:e excc:ec tc bct| lv anc
(ac|c l|e c|lle(ence betJeen t|e tJc |: a:c(|bec tc t|e
mu|t|mec|a ellect l|e c|lle(ence: a(e l(cm t|e :t(cnue( cl
e|t|e( t|e '(ac|c cn|v¨ c( ''lv cn|v¨ ce||:
Tv anc Pr|nt wcr| Svnerµ|st|ca||v
S|µn|f|cant Pe|at|cnsh|ps Between chanµes |n /c /wareness anc Purchase lntent · strcnµest when Tv anc maµaz|nes usec
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K N D W L E 0 6 E P D l N T K N D W L E 0 6 E P D l N T K N D W L E 0 6 E P D l N T K N D W L E 0 6 E P D l N T
ln anct|e( examc|e, a l|nanc|a| c||ent u:ec (e|at|ve|v |cJ
Je|u|t lv act|v|tv |n cne (eu|cn but nct anct|e(, anc cc:te(
act|v|tv |n bct| (eu|cn: J|t| a :|m||a( c(eat|ve tc t|e lv cam-
ca|un l|e cc:te( (eccun|t|cn |eve|: Je(e :|m||a( |n bct| (e-
u|cn: HcJeve(, unce(:tanc|nu cl t|e cc:te(: Ja: :t(cnue( |n
t|e lv acve(t|:ec (eu|cn, anc t|e(e Ja: a|:c u(eate( me:-
:aue ta|e cut
One c(cv|ce( cl cce(at|nu :v:tem: |nc|ucec web acve(t|:|nu
J|t||n |t: camca|un Pe:ea(c| |cent|l|ec t|at t|e camca|un
Ja: :ucce::lu|, ccn:|ce(at|cn lc( t|e b(anc |nc(ea:ec But
t|e web acve(t|:|nu accec :|un|l|cant|v tc t|e camca|un,
t|c:e excc:ec tc t|e cn||ne ac: Je(e mc(e |||e|v tc ccn:|ce(
t|e b(anc t|an t|c:e nct excc:ec
Scme acve(t|:|nu |: bette( at :ett|nu uc cemanc lc( a
c(ccuct, cemanc J||c| can t|en be act|vatec at cc|nt cl
:a|e Ca(elu||v c|annec mu|t|mec|a camca|un: can cac|ta|-
|.e cn t||: ellect D|:ccunt ccuccn:, cc:te(: cut:|ce :tc(e:,
|n-:tc(e :amc||nu, c( c|:c|av: can t(|uue( t|e act|vat|cn
l||: ellect J||| be :t(cnue:t J|en t|e :ame c(eat|ve acc(cac|
|: u:ec ac(c:: t|e mec|a, t|en t|e act|vat|cn acve(t|:|nu can
aJa|en a::cc|at|cn: l(cm t|e cemanc acve(t|:|nu l||: |:
c|:cu::ec |n lu(t|e( ceta|| |n cu( KncJ|ecue Pc|nt, 'w|at
a(e t|e ma|n |nl|uence: cn cu(c|a:e cec|:|cn:`¨
Pesonate
we u:e t|e te(m Pe:cnate tc (ele( tc camca|un: J|e(e a
c|eace( mec|um |: u:ec tc c(c|cnu t|e ellect cl a mc(e ex-
cen:|ve cne Fc( examc|e, a camca|un m|u|t (un cn lv lc(
a ce(|cc cl t|me, t|en t|e lv execut|cn |: acactec lc( (ac|c,
leatu(|nu a nctab|e auc|c cue l(cm t|e lv ac w|en t|e
(ac|c ac: a(e |ea(c, t|at cue :t|mu|ate: a::cc|at|cn: l(cm
t|e lv acve(t|:|nu l||: ellect|ve|v c(c|cnu: t|e |mcact cl
lv anc ma|e: t|e lv bucuet uc lu(t|e( t|an |t ct|e(J|:e
Jcu|c
/uual(e:| u:ec t||: acc(cac| lc( cne cl t|e|( camca|un:
/ nat|cna| bu(:t cl lv acve(t|:|nu Ja: u:ec tc :uccc(t t|e
b(anc St(a|u|t alte( t|e lv bu(:t, a bu(:t cl (ac|c acve(t|:-
|nu Ja: cec|cvec |n cne lv (eu|cn, u:|nu :cunc cue: a||
ba:ec a(cunc t|e b(anc: |/e·' |^e/o/ c|atlc(m /t t|e enc
cl t|e lv camca|un, but c(|c( tc t|e (ac|c ac, aJa(ene::
anc ccn:|ce(at|cn cl /uual(e:| Je(e t|e :ame |n t|e (ac|c
acve(t|:ec (eu|cn a: t|e (e:t cl t|e ccunt(v
l|e (ac|c acve(t|:|nu :ucce::lu||v extencec /uual(e:|:
mec|a c(e:ence, J|t| t|e ext(a aJa(ene:: be|nu m|:att(|b-
utec tc lv
l|e |ncexec u(cJt| |n anv mec|a ac aJa(ene:: l(cm
T00·T54 actua||v euuatec tc a (|:e cl T3 ce(cent /::um|nu
uene(a| mec|a cc:t:, t||: Ja: ac||evec lc( t|e euu|va|ent
B(anc aJa(ene:: a: an ene(uv :ucc||e(
Branc awareness was s|µn|f|cant|v |mprcvec when
respcncents hac been expcsec tc bcth mec|a
Pac|c
%
lv
%
lv & Pac|c
%
|u|t|mec|a
ellect
-+
47
59 74
75
85 8
83
TT
8
B(anc aJa(ene:: a: a ccmcanv
Ba:e |80) |307) |303)
Spcntanecus ccmmun|cat|cn frcm pcster acs
lcc||nµ at these pcster acvert|sements fcr |BP/ND), what cc vcu th|n|
thev are trv|nµ tc te|| vcu abcut |BP/ND)³
l|ev ta|e aJav vcu( |mcnev) Jc((|e:
Ba:e l|c:e :een cc:te(:
|xcc:ec tc
lv anc cc:te(
|xcc:ec tc
cc:te( cn|v
37 23
|79) |TT4)
Purchase Ccns|cerat|cn
20
50
55
57
/B
65
60
40
80
P(e |/) Pc:t Nct |xcc:ec |B) Pc:t |xcc:ec |C) Pc:t lcta|
|u|t|mec|a camca|un |nc(ea:ec cu(c|a:e ccn:|ce(at|cn
C|ear |nc|cat|cns that rac|c has strenµthenec tcta| mec|a presence
w|th m|sattr|but|cn tcwarc Tv
/c awareness · |ncexec cn pre staµe
/nv /uual(e:|
/uual(e:| Pac|c
/uual(e:| lv
%
T00
T00
T00
T00
T54
92
T48
90
T00 = T00
% Pac|c acve(t|:ec
Pe:t cl Ccunt(v
Ba:e /Ja(e b(anc T8-64 v(: P(e (ac|c Du(|nu Pac|c
87
K N D W L E 0 6 E P D l N T K N D W L E 0 6 E P D l N T K N D W L E 0 6 E P D l N T K N D W L E 0 6 E P D l N T
|nve:tment cl 30 lv CPP:
l|e (ea| :t(enut| cl t|e (ac|c act|v|tv Ja: |t: ab|||tv tc uene(-
ate lu(t|e( c(e:ence anc cu(c|a:e |ntent lc( t|e b(anc
ln te(m: cl c(cl||e:, t|e ma|euc cl ccn:ume(: |n t|e (ac|c
acve(t|:ec (eu|cn: Ja: :|m||a( bct| c(|c( tc anc cu(|nu t|e
(ac|c ac l|e c|lle(ence: cb:e(vec Je(e cue tc t|e (ac|c ac-
ve(t|:|nu anc nct t|e c(cl||e c( (eu|cna| va(|at|cn: |n (e:ccn-
cent: be|av|c(
Creative e|ements
Fc( t|e mec|a-mu|t|c||e( ellect tc Jc(| Je||, c(eat|ve e|e-
ment: neec tc be :|a(ec ac(c:: t|e mec|a anc t|e:e :|cu|c
be t|e e|ement: t|at :tanc cut l||: mav be a c|:t|nct|ve v|-
:ua|, :uc| a: a ce|eb(|tv, c( c|a(acte(, mu:|c, :uc| a: a ||nu|e,
c( a :|cuan l|e natu(e cl t|e c|:t|nct|ve e|ement |: natu(a||v
|mcc(tant, becau:e |t J||| |nl|uence t|e ct|e( mec|a t|at t|e
|cea can be extencec tc
JJJm|||Ja(cb(cJnccm
|^cu|eJoe |c^/· ./e J/.u^ //c^ /'e |||u./J 3/cu^ |^cu|eJoe 3.^·
.c^··/^o c/ ca/ J./.0.·e· c/ SCCCC 0/.^J· .^J 4CCCC .J· .· ue|| .·
1CCC ..·e ·/aJe· ¯CC .c^/e/e^.e 0.0e/· .^J ^.o.·^e .//.|e· .^J 2'C
|e./^^o· Jc.a^e^/·
Pac|c ac a|sc ccntr|butec tc a strenµthen|nµ cf the branc franch|se
Ccn:|ce(at|cn
|F|(:t c|c|ce:e(|cu:|v)
Buv ncJacav:
|ve( bcuu|t
%
T00
T00
T00
T00
T28
90
TT6
T06
T00 T22
%
Pac|c acve(t|:ec
Pe:t cl Ccunt(v
Du(|nu Pac|c
T00 90
Buv mc:t clten
T00 T3T
P(e (ac|c
T00
|63)
|T365)
|T77)
|280)
80
Ba:e /Ja(e b(anc
T8-64 v(:
88
How best to manaee mu|tip|e brands?

Nany companies own mu|tip|e brands, and whi|e this has undoubted advantae-
es, there are pitfa||s to be avoided. 0ifferentiation and c|ear tareetine are essen-
tia|, as we|| as an understandine of which brands are most |ike|y to benefit from
investment.
K N D W L E 0 6 E P D l N T K N D W L E 0 6 E P D l N T K N D W L E 0 6 E P D l N T K N D W L E 0 6 E P D l N T
lt |: |nc(ea:|nu|v u:ua| lc( ccmcan|e: tc cJn mc(e t|an cne
b(anc |n a cateuc(v l||: clle(: t|e cctent|a| acvantaue: cl
:c(eac|nu (|:|, u(eate( ma(|et :|a(e, anc ccmmen:u(ate
c(cl|t |eve|:, but manau|nu t|e:e b(anc: ca(elu||v |: e::en-
t|a|
Canniba|ization
l|e n|u|tma(e :|tuat|cn cl mu|t|c|e b(anc cJne(:||c |: can-
n|ba||.at|cn ln t|e lc||cJ|nu examc|e, t|e c||ent cJnec tJc
b(anc: |n t|e |ce c(eam ma(|et B(anc / Ja: a Je||-e:tab-
||:|ec ma|n:t(eam b(anc, J|||e B(anc B Ja: an |n:c|(at|cna|
b(anc /cve(t|:|nu lc( B(anc B |eac tc a u(cJt| |n ccn:umc-
t|cn cl B(anc B, but at t|e excen:e cl B(anc / w|en t|e
:uccc(t :J|tc|ec bac| tc B(anc /, t|e cec||ne |n u:aue Ja:
(eve(:ec, but at t|e excen:e cl B(anc B
Too many brands
/nct|e( c(cb|em can cccu( J|en t|e(e a(e tcc manv b(anc:
|n t|e cc(tlc||c /: a (e:u|t cl a me(ue(, cne ma|c( US (e-
ta||e( lcunc |t:e|l J|t| a b(anc cc(tlc||c cl :|x (eta|| b(anc:,
J||c| mace nc eccncm|c :en:e anc (euu|(ec ma::|ve ma(-
|et|nu |nve:tment tc :uccc(t a|| :|x Fc||cJ|nu a lu|| b(anc
cc:|t|cn|nu anc a(c||tectu(e a::e::ment lc( a|| t|e b(anc:
amcnu ccn:ume(:, a b(anc a(c||tectu(e :c|ut|cn Ja: lcunc,
J||c| lccu:ec cn t|(ee b(anc: J|t| a c|lle(ent|atec cc:|t|cn-
|nu lc( eac| De:c|te t|e (etent|cn cl t|(ee b(anc:, :|un|l|cant
cce(at|cna| :vne(u|e: Je(e (ea||.ec |nc|uc|nu a (ecuct|cn cl
ma(|et|nu :cenc bv 20 ce(cent, anc ccmmcn :cu(c|nu cl
c(ccuct: anc mate(|a|: lc( t|e c|lle(ent (eta|| b(anc:, (e:u|t-
|nu |n |nc(ea:ec c(cl|tab|||tv
0ifferentiation
l|e |ev tc :ucce::lu||v manau|nu a numbe( cl b(anc: |n a
cc(tlc||c |: t|e :ame a: t|e |ev tc manau|nu anv b(anc -
c|lle(ent|at|cn l||: can be c|lle(ent|at|cn at a (at|cna| |eve|, a
c(em|um anc a |cJ-cc:t b(anc, lc( examc|e
|ven J|en t|e b(anc: a(e lunct|cna||v :|m||a(, t|e(e |: :t|||
an cccc(tun|tv tc c|lle(ent|ate B(anc /, a |eac|nu ccn:ume(
e|ect(cn|c: (eta|| :ucc||e( |n Canaca J|t| 20 ce(cent ma(|et
:|a(e, acuu|(ec B(anc B, a (e|at|ve|v neJ ent(v tc t|e Cana-
c|an ma(|et l|e b(anc:, ce:c|te |av|nu t|e :ame (at|cna|
clle(|nu, Je(e ccmlc(tab|v ccex|:t|nu |n t|e :ame te((|tc(v
anc tcuet|e( uene(atec a tcta| ma(|et :|a(e cl 30 ce(cent
|20 ce(cent (eta|nec bv b(anc /, T0 ce(cent u(cJt| ac||evec
bv B(anc B)
Lcc||nu at t|e |ev lunct|cna| att(|bute: J|t||n t|e cateuc(v,
B(anc / anc B cccucv |cent|ca| cc:|t|cn:
0
500
500
0
470T 562 562
2T92 2T92 426 426 2569 2569
236 32T0
0
20
40
60
T00
80
Brancs ccnsumec cften
1 / S S O N D 1 F | / / | 1 1
1 / S S O N D 1 F | / / | 1 1
CPP: ce( Jee|
B(anc /
CPP: ce( Jee|
B(anc B
c /
c B
Ccnsumers sw|tch eas||v between the brancs
89
K N D W L E 0 6 E P D l N T K N D W L E 0 6 E P D l N T K N D W L E 0 6 E P D l N T K N D W L E 0 6 E P D l N T
HcJeve(, exc|c(|nu t|e ce(:cna||tv cl t|e b(anc: (evea|: ve(v
c|lle(ent cc:|t|cn: w|||e B(anc B |ac a lun cc:|t|cn|nu, B(anc
/ Ja: :een a: ccmc||catec anc (at|e( |nt|m|cat|nu l|e tJc
b(anc: Je(e att(act|nu c|lle(ent auc|ence: l||: ana|v:|: a|:c
|e|cec c|(ect lutu(e act|v|tv /|t|cuu| B(anc B: cc:|t|cn Ja:
:t(cnu, B(anc / neecec tc cve(ccme t|e :en:e cl |nt|m|ca-
t|cn a::cc|atec J|t| |t, J|||e cac|ta||.|nu cn ce(cect|cn: cl
cve(ccmc|ex|tv tc uene(ate a :en:e cl exce(t|.e
Tareetine
l|e |cea cl c|lle(ent|atec cc:|t|cn|nu: |: |next(|cab|v ||n|ec
tc t|e |cea cl ta(uet|nu anc :eumentat|cn ln t|e abcve
examc|e, t|e |ev b(anc: |ac c|lle(ent cc:|t|cn|nu:, anc :c
att(actec c|lle(ent auc|ence: w|||e ba:|c cemcu(ac||c :eu-
mentat|cn: can be (evea||nu, |t |: clten mc(e :ubt|e att|tuc|na|
:eumentat|cn: t|at (evea| t|e unce(|v|nu c|lle(ence: ln t||:
examc|e l(cm an a|cc|c| ma(|et, a c|u:te( ana|v:|: ba:ec cn
a ccmb|nat|cn cl cateuc(v att|tuce: anc ||le:tv|e (evea|: t|at,
J|||e b(anc: / anc | a(e :|m||a(, t|ev accea| tc c|lle(ent
auc|ence: cue tc t|e|( c|lle(ent cc:|t|cn|nu: l|e(elc(e, t|e
(|:| cl cann|ba||.at|cn |: m|n|ma|
Which to support?
l|e(e |: a|:c t|e uue:t|cn cl J||c| b(anc: tc :uccc(t HcJ
cc vcu a::e:: J||c| b(anc: |n t|e cc(tlc||c J||| u|ve be:t (e-
tu(n cn |nve:tment` S|.e matte(: |:tab||:|ec b(anc: J|t|
mc(e t|an T0 ce(cent ma(|et :|a(e a(e bette( cc:|t|cnec tc
ua|n ma(|et :|a(e t|an :ma|| b(anc: ln acc|t|cn tc cce(a-
t|cna| acvantaue:, |a(ue b(anc: c(|ve ma(|et :|a(e u(cJt|
t|(cuu| :t(cnu b(anc euu|tv bu||t cve( vea(: l|e |||e|||ccc
cl |nc(ea:|nu ma(|et :|a(e |: muc| u(eate( amcnu |a(ue
b(anc: J|t| ||u| b(anc euu|tv
Func|nu eac| b(anc accc(c|nu tc |t: :|.e c( cu((ent c(cl|t-
ab|||tv mav la|| tc cac|ta||.e cn b(anc: J|t| cctent|a| l|e(e
a(e manv lactc(: t|at c|av a ca(t |n :uc| cec|:|cn:, |nc|uc-
|nu J|et|e( t|e cateuc(v |: |n u(cJt| c( cec||ne, c|anu|nu
B(anc B
B(anc /
|
B(anc C
anc D
Se|l c|(ect|cn
la:te cu(|:t: l
Ccnlc(m|tv C
St t |
O|c Sc|cc| O
Secu(|tv S
Heccn|:m
H|u| :ee|e(: H
St|mu|at|cn
D|fferent|atec tarµets
/c||evement nntt
lmaue ccn:c|cu n
5-T0%
ln|t|a| B(anc S|a(e
Ba:ec cn :tucv cl 369 b(anc: l(cm 36 cateuc(|e: mea:u(|nu :a|e: u(cJt|cec||ne cl 5% cve( ccu(:e cl cne vea(
>T0%
B|µ brancs are better pcs|t|cnec tc µrcw share
%

c
l

B
(
a
n
c
:

w
|
e
(
e

S
|
a
(
e

C
(
e
J
<5%
29%
35%
4T%
B(anc /
B(anc B
H|u| Oua||tv P(em|umne::
He(|taue
LcJe:t P(|ce
/x|: 2 T79%
/x|: T
668%
lcent|ca| funct|cna| perfcrmance cf Branc / anc Branc B
= Cc((e|at|cn < 050
B(anc /
B(anc B
B(anc Pe(:cna||tv
Fun
lnt|m|cat|nu
P|a|n S|mc|e
/x|: 2 307%
/x|: T
526%
Perscna||tv mapp|nµ h|µh||µhts hcw the brancs c|ear|v c|fferent|ate cn
perscna||tv c|mens|cns
90
K N D W L E 0 6 E P D l N T K N D W L E 0 6 E P D l N T K N D W L E 0 6 E P D l N T K N D W L E 0 6 E P D l N T
:cc|a| t(enc:, anc cemcu(ac||c c|anue: l|e |mcc(tance
cl ca(t|cu|a( b(anc: tc t|e ccmcanv |: a|:c a lactc( J||c|
cannct be unce(e:t|matec L|nc|c|n b(anc:, |a(ue ccm|-
nant b(anc:, b(anc: J|t| lutu(e cctent|a|, anc t|c:e ab|e
tc |nc|(ect|v allect :a|e: mav a|| (euu|(e :uccc(t HcJeve(,
b(anc: J|t| :t(cnu mcmentum a(e mc(e |||e|v tc c(cv|ce
lutu(e c(cl|t:, anc euu|tv ana|v:|: cl vcu( b(anc: :|cu|c be
lactc(ec |n J|en a::e::|nu J||c| cl vcu( b(anc: a(e Jc(t|
|nve:t|nu |n
/cc|t|cna| lactc(: J||c| neec tc be ta|en |ntc acccunt |n-
c|uce lc(t|ccm|nu |nncvat|cn:, ccmcet|tc( t|(eat:, |||e|v
c(|c|nu |eve|:, anc t|e uua||tv cl ucccm|nu ma(|et|nu act|v-
|tv - :ee cu( KncJ|ecue Pc|nt C.^ .c0/ /e·/^o ...a/./e|/
0/eJ./ .J.e//·^o e//e./.e^e··¯
JJJm|||Ja(cb(cJnccm
|^cu|eJoe |c^/· ./e J/.u^ //c^ /'e |||u./J 3/cu^ |^cu|eJoe 3.^·
.c^··/^o c/ ca/ J./.0.·e· c/ SCCCC 0/.^J· .^J 4CCCC .J· .· ue|| .·
1CCC ..·e ·/aJe· ¯CC .c^/e/e^.e 0.0e/· .^J ^.o.·^e .//.|e· .^J 2'C
|e./^^o· Jc.a^e^/·
lcmentum
T0% T0% 60% T0% T0%
% Brancs
Ca|n|nµ
Share
% Brancs
lcs|nµ
Share
Brands with high momentum are more likely to grow year on year
lcw mcmentum H|µh mcmentum
24%
T6%
30%
55%
59%
91
The branc has estab||shec a ccns|stent |maµe
Shanµha|
Leave :||n :clt anc :mcct|
/(e :u|tab|e lc( t|e J|c|e lam||v
|a|e vcu |cc| anc lee| beaut|lu|
|a|e vcu lee| lem|n|ne
/(e exce(t: |n :||nca(e
/(e mcce(n uc-tc-cate
/(e c|a::v (el|nec :cc||:t|catec
|c|:tu(|.e t|e :||n
/(e t(u:tJc(t|v /(e b(anc: vcu (ea||v t(u:t
Ba:e /Ja(e cl b(anc
Scac L|uu|c |c|:tu(|.e(
|400) |400) |397)
P(ccuct: t|at ma|e vcu( :||n la|(e( ||u|te(
T T -T
8 5 4
T0 9 8
T0 9 7
0 0 8
9 6 T0
5 5 9
-4 0 2
9 5 5
-7 -5 -T8
The power of umbre||a brandine

Umbre||a brandine can be a successfu| marketine strateey. However, this de-
pends on havine a consistent and c|ear brand identity across the variants. lt a|so
needs to be recoenized that, whi|e this approach can he|p "kick start" variant
|aunches, ha|o effects are not euaranteed. Dn|y around a quarter of variant ads
benefit other variants within the portfo|io so it is usua||y necessary to support
individua| variant |aunches. Additiona||y, whi|e variant |aunches can he|p sustain
the parent brand imaee, a constant focus on variant communication can dissi-
pate the core brand imaee.
K N D W L E 0 6 E P D l N T K N D W L E 0 6 E P D l N T K N D W L E 0 6 E P D l N T K N D W L E 0 6 E P D l N T
Consistency is key
Umb(e||a b(anc|nu |: a ccmmcn|v u:ec acc(cac| |n cc(tlc||c
manauement, J|e(e t|e ca(ent b(anc name |: u:ec ac(c::
a (anue cl c(ccuct: ln :uc| ca:e:, t|e(e |: an a::umct|cn
t|at a |a|c ellect J||| benel|t t|e |nc|v|cua| b(anc: / |a|c
ellect can clten |e|c '||c|-:ta(t¨ a neJ va(|ant, t|(cuu| a
:en:e cl lam|||a(|tv, c(ec|b|||tv anc a::cc|at|cn: Fc( t||: (cute
tc be :ucce::lu|, ccn:|:tencv |: |ev l|e c|a(t be|cJ :|cJ:
|maue cata lc( a ||u||v :ucce::lu| :||n ca(e (anue |n C||na
l|e :||n ca(e b(anc |a: a c|ea(|v cel|nec c(cl||e ac(c:: |t:
cc(tlc||c ln a|| lc(mat: |t |: :een a: a mcce(n b(anc J|t|
:||n-J||ten|nu c(cce(t|e:, ce:|unec tc ma|e vcu |cc| beau-
t|lu| anc lem|n|ne
Support is sti|| needed
w|en t|e va(|ant: a(e lunct|cna||v c|lle(ent|atec, |t :|cu|c
nct be a::umec t|at acve(t|:|nu lc( t|e ca(ent anc :cme
cl t|e va(|ant: J||| nece::a(||v :uccc(t t|e ct|e( va(|ant:
Sub-b(anc: u:ua||v neec :uccc(t cl t|e|( cJn tc beccme
e:tab||:|ec l||: |: :|cJn bv t|e lc||cJ|nu examc|e |n J||c|
a b(anc Ja: |aunc|ec |ntc t|e ceccc(ant cateuc(v - mc(e
(emcvec l(cm t|e cc(e cl t|e ca(ent b(anc t|an |t: ct|e(
cateuc(|e: - J|t| ve(v ||tt|e c|(ect abcve-t|e-||ne :uccc(t
/na|v:|: :|cJec t|at t|e b(anc |ac t|e cctent|a| tc u(cJ,
but |t Ja: :u(v|v|nu cll |a|c ellect: l(cm b(anc: |n ct|e( cat-
euc(|e: |J|e(e :|un|l|cant |nve:tment Ja: be|nu mace) Ove(
t|e |cnu te(m, t|e:e |a|c ellect: Je(e :u:ta|n|nu aJa(ene::
cl t|e b(anc |n t||: cateuc(v, even bu||c|nu |t HcJeve(, t|e
b(anc: euu|tv Ja: :t||| :ulle(|nu cue tc |eavv act|v|tv l(cm
ccmcet|tc( b(anc: J|t||n t|e ceccc(ant cateuc(v |ventu-
a||v, lunc: Je(e lcunc tc ce|eb(ate a ccn:ume( aJa(c u|ven
tc t|e b(anc, anc a camca|un Ja: a|(ec l|e (e:ccn:e Ja:
ve(v lavc(ab|e, ma||nu a :|un|l|cant c|lle(ence tc t|e b(anc:
euu|tv anc |e|c|nu tc bcc:t :a|e: w|en t|e va(|ant |: :ub-
:tant|a||v c|lle(ent l(cm t|e (e:t cl t|e cc(tlc||c, |t |: mc(e
|||e|v tc (euu|(e |t: cJn :uccc(t
t(u:tJc(t|v /(e b(anc: vcu (ea||v t(u /(e t(u:tJc(t|v /(e b(anc: vcu (ea||v t( u:tJc(t|v /(e b(anc: vcu (ea uu tt u
93 93
K N D W L E 0 6 E P D l N T K N D W L E 0 6 E P D l N T K N D W L E 0 6 E P D l N T K N D W L E 0 6 E P D l N T
l|e b(anc ccu|c nct :e(|cu:|v ccmcete J|t||n t|e ceccc(ant
cateuc(v J|t|cut :cme be:cc|e cateuc(v |eve| act|v|tv Ha|c
ellect: can |eec a b(anc 'a||ve¨ |n t|e m|nc cl t|e ccn:ume(
bv c(cv|c|nu (em|nce(: cl t|e b(anc: ex|:tence But |n an
act|ve cateuc(v J|t| :cec|l|c cateuc(v lunct|cna||tv, t|e b(anc
a|:c neec: tc c(cv|ce ccn:ume(: J|t| (ea:cn: tc c|cc:e
t|e|( b(anc cve( t|e ct|e(:
Ha|o effects on the parent brand
l|e(e a(e t|(ee cc::|b|e tvce: cl |a|c ellect J|e(e ma(|et-
|nu act|v|tv lc( cne b(anc |n t|e cc(tlc||c benel|t: t|e ct|e(:
:ub-b(anc cn ca(ent, ca(ent cn :ub-b(anc, anc :ub-b(anc
cn :ub-b(anc HcJeve(, t|e (ea||tv |: t|at |a|c ellect: tvc|-
ca||v Jc(| l(cm va(|ant: uc tc t|e ca(ent b(anc, |e:: clten
v|ce ve(:a
Lvnx |: t|e b|uue:t b(anc |n t|e UK ma|e ceccc(ant ma(|et
lt |a: e:tab||:|ec |t:e|l cve( t|e vea(: t|(cuu| muc| ta||ec
abcut acve(t|:|nu tc beccme t|e :exv ceccc(ant b(anc Bccv
:c(av va(|ant:, J||c| a(e nct ant|ce(:c|(ant:, but ceccc(ant:
|ant|ce(:c|(ant: :tcc vcu :Jeat|nu, ceccc(ant: ma:| anv
ccc(), ccn:t|tute 70 ce(cent cl a|| |t: :a|e: Lvnx |a: a vcunu
b|a: tc |t: u:e( c(cl||e Becau:e cl t|e bccv :c(avceccc(ant
c(ccuct (anue anc t|e vcunu c(cl||e, Lvnx |: :een a: a l(a-
u(ance b(anc, nct a :e(|cu: ant|ce(:c|(ant b(anc l|e b(anc
|aunc|ec a (anue ca||ec Lvnx D(v - a t(ue ant|ce(:c|(ant
ln c(ce( lc( t|e Lvnx b(anc tc u(cJ |n lutu(e, t|e ma(|et|nu
team |a: tJc batt|e: tc l|u|t (ec(u|t neJ teenaue(: tc Lvnx
D(v anc enccu(aue |cva|tv amcnu c|ce( ccn:ume(: / tcta|
(ecc:|t|cn|nu cl t|e b(anc a(cunc t|e neJ ant|ce(:c|(ant Ja:
nct t|e (|u|t mcve tc ma|e l|e ceccc(ant bccv :c(av: |ac|
t|e ':tcc: :Jeat¨ lc(mu|a anc Lvnx cannct allc(c tc |c:e
vcunue( ccn:ume(: t|at buv t||: lc(mat Sc t|e |nt(ccuc-
t|cn cl an ell|cac|cu: Lvnx D(v :ub-(anue mace :en:e lt
:t(etc|ec t|e b(anc l(anc||:e, cve(came c(ec|b|||tv |::ue:
J|t| t|e ex|:t|nu (anue anc en:u(ec t|e b(anc |ac :cme-
t||nu tc clle( u(cuc: cl a|| aue: anc neec: l|e Lvnx D(v
acve(t|:|nu a|:c mace u:e cl t|e b(anc: e:tab||:|ec :exv
acve(t|:|nu :tv|e /: a (e:u|t, Lvnx: ell|cacv |maue: a|| (e-
:ccncec cc:|t|ve|v
ln anct|e( examc|e, a neJ c|ean|nu c(ccuct Ja: |aunc|ec
unce( an ex|:t|nu ca(ent b(anc t|at a|(eacv |ac a b(cac
(anue cl c|ean|nu c(ccuct: cn t|e ma(|et lt Ja: :uccc(tec
bv |eavvJe|u|t lv :cenc |n t|(ee lv (eu|cn:, but J|t| cn|v
||u|t lv :uccc(t |n t|e (e:t cl ccunt(v l|e c(ccuct |aunc|
Ja: a|:c :uccc(tec nat|cna||v |n-:tc(e l|e lv acve(t|:|nu
Ja: le|t tc c(cv|ce neJ, c|lle(ent |nlc(mat|cn, c(e:entec
|n a c(ec|b|e Jav, anc Ja: mct|vat|nu J|t| (eua(c tc t|e
neJ c(ccuct l|e neJ c(ccuct: |eavvJe|u|t acve(t|:|nu
bcc:tec b(anc |maue anc c(eatec a neJ 'bu..¨ a(cunc t|e
ca(ent b(anc ln a(ea: J|e(e t|e neJ c(ccuct Ja: nct ac-
ve(t|:ec |eav||v, aJa(ene:: anc |maue cl t|e ca(ent b(anc
(ema|n: :tat|c c( |n :||u|t cec||ne
New prccuct acvert|s|nµ w|th heavvwe|µht
Tv |cc|s tc have suppcrtec parent |n
bccstec reµ|cns
w|ce (anue cl c(ccuct:
Cccc uua||tv c(ccuct:
Nct me::v tc u:e
Dec|catec c(ccuct: lc( eac| ta:|
P(e-cc:t :||lt
bcc:tec (eu|cn:
P(e-cc:t
:||lt POC C
% %
9
8
5
2
-T3
-5
-T0
-7
35
3
25
2
T5
T
The branc exper|encec a sa|es pea| |n ||ne w|th the act|v|tv
|a(c| /c(|| |av 1une 1u|v /uu Sect
lmaµe eff|cacv
Launc|
546
CPP:
(
ct|cn
a|| cav
| cav
0
500
249 T97
40
20
0
60
80
T00
659 T4TT 683 800
O N D 1 F | / | 1 1 / S O N D 1 F | / | 1 1
O N D 1 F | / | 1 1 / S O N D 1 F | / | 1 1
94 94
K N D W L E 0 6 E P D l N T K N D W L E 0 6 E P D l N T K N D W L E 0 6 E P D l N T K N D W L E 0 6 E P D l N T
U:|nu va(|ant neJ: tc :uccc(t t|e ca(ent b(anc can be ve(v
ellect|ve, (ev|ta||.|nu a b(anc: lc(tune: anc ma||nu |t :eem
mc(e mcce(n anc c(cu(e::|ve ll t|e(e a(e :cme exc|t|nu
neJ :ub-b(anc: tc :|cJ cll, t|en |t ma|e: :en:e tc cc :c,
e:cec|a||v |l t|e ca(ent b(anc |: |n cec||ne c( ce(ce|vec a: c|c
c( |e:: (e|evant Pa(ent: mav '(|ce cn t|e Jave¨ cl t|e neJ
va(|ant: |l t|ev :ucce::lu||v (e|uvenate t|e b(anc, a: can be
:een |n t|e lc||cJ|nu examc|e
HcJeve(, |t |: unJ|:e tc (e|v cn |a|c ellect: w|||e |a|c el-
lect: l(cm acve(t|:|nu a(e cc::|b|e, t|ev a(e (a(e / (ev|eJ
cl T3T ca:e :tuc|e: :|cJ: t|at, J|en cne va(|ant acve(t|:ec,
cn|v 23 ce(cent cemcn:t(atec a cc:|t|ve |a|c ellect cn
:|c(t-te(m :a|e: lc( anct|e( va(|ant Ol t|e ca:e: t|at Je(e
cc:|t|ve, cn|v l|ve ca:e: Je(e '||u||v¨ ellect|ve
Variant support can dissipate the core
/ ba|ance neec: tc be :t(uc| betJeen acve(t|:|nu t|e va(|ant
benel|t: anc t|e cc(e b(anc cc:|t|cn|nu va(|ant acve(t|:|nu
can uene(ate a :t(cnue( (at|cna| (e:ccn:e l(cm ccn:ume(:
becau:e |t tenc: tc acve(t|:e neJ:, c( ccmmun|cate |cJ t|e
va(|ant c|lle(: |n a c(act|ca| :en:e l(cm e:tab||:|ec b(anc:
HcJeve(, t|e(e a(e canue(: S|nce va(|ant acve(t|:|nu u:u-
a||v emc|a:|.e: c|lle(ence: betJeen t|e ca(ent anc va(|ant
b(anc, a lccu: cn va(|ant acve(t|:|nu (|:|: c|av|nu ccJn t|e
cc(e b(anc va|ue:
l|e lc||cJ|nu u(ac| :|cJ: b(anc |maue cata lc( a ce(-
:cna| ca(e b(anc t|at |: t|e ma(|et |eace( |n manv ccun-
t(|e: a(cunc t|e Jc(|c anc :tanc: lc( 'tcc ce(lc(mance¨ |n
manv ma(|et: lt |aunc|ec a va(|ant |n |u(cce J||c| :c|vec
a cateuc(v c(cb|em t|at Ja: mc(e 'cc:met|c¨ t|an 'ce(-
lc(mance¨ (e|atec l||: Ja: a uenu|ne neec |n t|e ma(|et
anc (ec(e:entec a uccc c|ance lc( t|e b(anc tc |nncvate
anc mcve lc(Ja(c But, lc( a numbe( cl mcnt|: t|e b(anc
:uccc(tec t||: va(|ant anc lccu:ec cn t|e cc:met|c benel|t
cl t|e va(|ant, at t|e excen:e cl 'ce(lc(mance¨ w|t|cut
anv (ea::u(ance cn 'ce(lc(mance¨ l(cm t|e b(anc cve( an
extencec ce(|cc, t|e a::cc|at|cn betJeen t|e va(|ant anc
'ce(lc(mance¨ :ta(tec tc be e(ccec l|e cc(e b(anc cc:|-
t|cn|nu |: v|ta| tc t|e :ucce:: cl umb(e||a b(anc|nu, anc |t
mu:t be :u:ta|nec
/re mccern anc up tc cate
va(|ant mcvec ca(ent tcJa(c: t|e mcce(n enc cl t|e ma(|et
2 / vea(:
lcta| b(anc
va(|ant
CPP: ce(
Jee|
Pa(ent
0
0 00
500
40
Branc |maµe
Pc|||nu T2 Jee||v cata
CPP:
Pe(lc(mance
Cc:met|c
va|ue
0
00
20
60
O N D 1 F | / | 1 1 / S O N D 1 F | /
O N D 1 F | / | 1 1 / S O N D 1 F | /
JJJm|||Ja(cb(cJnccm
|^cu|eJoe |c^/· ./e J/.u^ //c^ /'e |||u./J 3/cu^ |^cu|eJoe 3.^·
.c^··/^o c/ ca/ J./.0.·e· c/ SCCCC 0/.^J· .^J 4CCCC .J· .· ue|| .·
1CCC ..·e ·/aJe· ¯CC .c^/e/e^.e 0.0e/· .^J ^.o.·^e .//.|e· .^J 2'C
|e./^^o· Jc.a^e^/·
95 95
lssues to consider when stretchine your brand

There are many issues to consider when contemp|atine stretchine your brand
into new variants. Functiona| fit is natura||y important, but so too is havine the
rieht brand persona|ity.
K N D W L E 0 6 E P D l N T K N D W L E 0 6 E P D l N T K N D W L E 0 6 E P D l N T K N D W L E 0 6 E P D l N T
lt |: ccmmcn lc( b(anc: tc :t(etc| |ntc neJ cateuc(|e: HcJ-
eve(, |cent|lv|nu t|e mc:t acc(cc(|ate cateuc(|e: can be a
ccmc|ex a(ea l|e |::ue at t|e |ea(t cl t|e matte( |: t|e
ccub|e-encec uue:t|cn w||| t|e b(anc benel|t t|e ca(ent,
anc can t|e ca(ent benel|t t|e va(|ant`
St(cnu bu:|ne:: ba:|c: a(e cne |ev (euu|(ement, can t|e
c(ccuct be c(ccucec anc c|:t(|butec |n a cc:t-ellect|ve
mean:` |ccncm|e: cl :ca|e a(e c|ll|cu|t tc ac||eve, ca(t|cu-
|a(|v J|en (e|at|ve|v :ma|| va(|ant: a(e be|nu ccn:|ce(ec Fc(
examc|e, cne b(anc :aJ an cccc(tun|tv tc c(ccuce (a.c(:, a
ccmc|ete|v neJ cateuc(v lc( |t HcJeve(, J|||e t|e ccncect
accea|ec tc ccn:ume(:, t|e c(|ce tau cut cn t|e c(ccuct
Ja: tcc ||u| lc( t|e b(anc tc ac||eve :ull|c|ent :a|e:
Functiona| fit
Ccn:ume(: J||| a||cJ b(anc: tc mcve mc(e ea:||v |ntc neJ
cateuc(|e: J|e(e t|e(e |: a lunct|cna| l|t betJeen t|e b(anc:
ex|:t|nu clle( anc t|e neec: cl t|e neJ cateuc(v C|||ette
:ucce::lu||v mcvec |ntc ma|e u(ccm|nu c(ccuct: :cme
vea(: auc becau:e |t: exce(|ence J|t| cne a:cect cl u(ccm-
|nu - :|av|nu - uave |t c(ecent|a|: |n ct|e( a(ea: cl ma|e
u(ccm|nu, :uc| a: mc|:tu(|.e(: anc ceccc(ant: Ccn:ume(:
can (eac||v acc(ec|ate t||: Fc( |n:tance, |n cne US :tucv,
t|e mc:t acc(cc(|ate :t(etc| Ja: :een tc be /l&l ma||nu
mcb||e c|cne:, J|||e cne cl t|e |ea:t acc(cc(|ate :t(etc|e:
Ja: De|| ma||nu ||uuc( |xt(eme: ||u|||u|t t|e cctent|a|
c(cb|em: 1c|nn|e wa||e( autcmcb||e: anc Kentuc|v F(|ec
C||c|en :||nca(e Je(e bct| ccn:|ce(ec ccmc|ete|v |nacc(c-
c(|ate!
Can t|e b(anc clle( t|e nece::a(v lunct|cna| benel|t:` ln
l|a||anc, cne cl t|e |eace(: |n t|e men: ceccc(ant ma(-
|et, cc:|t|cnec a: ma:cu||ne, ccc|, J|t| att(act|ve l(au(ance,
:t(etc|ec |ntc ma|e u(ccm|nu Pe:ea(c| :uuue:tec t|at t|e
ma|c(|tv cl men: ce(:cna| ca(e (euu|(ement: Je(e nct be-
|nu met anc :c men Je(e lc(cec tc buv mc(e tvc|ca||v lem|-
n|ne b(anc:, J||c| cau:ec emba((a::ment / lac|a| lcam, a
bccv |ct|cn anc a :|cJe( c(eam Je(e |aunc|ec unce( t|e
ca(ent b(anc umb(e||a HcJeve(, J|||e t|e b(anc |ac manv
emct|cna| benel|t:, |t |ac|ec lunct|cna| benel|t: |n t|e:e neJ
cateuc(|e: l|e:e b(anc exten:|cn: |ave :|nce been J|t|-
c(aJn
Can t|e b(anc clle( c|lle(ent|a| acvantaue:` ln mc:t ma(-
|et:, a 'me tcc¨ b(anc |: un|||e|v tc :ucceec vc|taue |: cu(
mea:u(e cl b(anc mcmentum B(anc: J||c| a(e c|lle(ent|-
atec l(cm ct|e(: |n t|e cateuc(v tenc tc |ave ||u|e( vc|t-
aue, :c a(e mc(e |||e|v tc u(cJ vea( cn vea( l||: |: a|:c t(ue
lc( va(|ant |aunc|e:
The rieht persona|ity
HcJeve(, t|e(e |: mc(e tc ccn:ume( ce(m|::|cn t|an t||:
B(cace( b(anc att(|bute: t|an |u:t lunct|cna| ccmcetence
7
6
5
4
3
2
T
0
D|fferent|at|cn |s pcs|t|ve.
h|µher C|ar|tv re|ates tc h|µher vc|taµe
/
v
e
(
a
u
e

v
c
|t
a
u
e
T84
55T
009
C|a(|tv Scc(e
|D|lle(ent|at|cn)
0-49 5-99 T0+
97 97
K N D W L E 0 6 E P D l N T K N D W L E 0 6 E P D l N T K N D W L E 0 6 E P D l N T K N D W L E 0 6 E P D l N T
c|av a (c|e |n cete(m|n|nu t|e :u|tab|||tv cl b(anc :t(etc||nu
l||: Ja: ||u|||u|tec |n cne :tucv J|e(e ccn:ume(: a||cJec
b(anc: tc :t(etc| |ntc cateuc(|e: J|e(e t|ev |ac nc lunct|cn-
a| c(ecent|a|: Ccn:ume(: a||cJ :cme b(anc: tc uc lu(t|e(
t|an ct|e(:, even l(cm t|e :ame cateuc(v Fc( |n:tance t|e
ccncect cl Scnv autcmcb||e: Ja: (e|at|ve|v Je||-(ece|vec
One |mcc(tant lactc( |e(e |: t|e Ja(mt| cl a b(anc: ce(-
:cna||tv, mc(e att(act|ve b(anc: tenc tc be mc(e e|a:t|c
ln acc|t|cn, t|e exact natu(e cl t|e ce(:cna||tv J||| a|:c |nl|u-
ence t|e ce(ce|vec l|t J|t| a neJ cateuc(v Fc( examc|e, |n
t|e US, Cac clle(: a (anue cl l(au(ance: anc :cme :||nca(e
c(ccuct: a|cnu:|ce |t: ma|n clle(|nu cl acca(e| l||: :eem:
|||e a uccc cccc(tun|tv tc exc|c|t, a: a|mc:t tJc-t||(c: cl
:||nca(e buve(: |n t|e :tucv (eua(cec t||: a: acc(cc(|ate
ln ccnt(a:t, |e:: t|an |a|l t|at numbe( :a|c |t Jcu|c be ac-
c(cc(|ate |l anct|e( acca(e| b(anc, Lev|:, clle(ec a (anue cl
:||nca(e c(ccuct: l||: c|lle(ence can be t(acec |n ca(t tc
t|e c|lle(ence |n b(anc ce(:cna||tv |cent|l|ec J|t||n t|e :tucv
we lcunc t|at Cac |a: a mc(e ':en:|t|ve¨ ce(:cna||tv t|an
Lev|: anc :en:|t|v|tv |: a c|a(acte(|:t|c cl :||nca(e b(anc:
History of diversity
Be:|ce: ce(:cna||tv, ct|e( b(anc va|ue: |nl|uence a b(anc:
ab|||tv tc :t(etc| ln ca(t|cu|a(, b(anc: ba:ec cn b(cace( ben-
el|t: t|an :|mc|v c(ccuct c( :e(v|ce ce||ve(v a(e muc| mc(e
l|ex|b|e anc a(e a||cJec tc uc lu(t|e( bv t|e ccn:ume( / ||:-
tc(v cl c|ve(:|tv |: a|:c |e|clu| B(anc: J||c| |ave c(ev|cu:|v
:t(etc|ec tc neJ cateuc(|e: a(e a||cJec tc cc |t aua|n mc(e
(eac||v Scnv |: a uccc examc|e cl t|e |nl|uence cl b(cac
b(anc va|ue: lt |: cne cl t|e mc(e e|a:t|c b(anc: |n bct|
t|e US anc t|e UK, anc t||: :eem: |||e|v tc be c(|ven bv
t|e va|ue: cl uua||tv anc |nncvat|cn |cent|l|ec bv b(anc eu-
u|tv mea:u(e: ln t|e UK, v|(u|n |: an exce||ent examc|e,
cemcn:t(at|nu bct| t|e ellect cl b(cac b(anc va|ue:, anc
a ||:tc(v cl c|ve(:|tv lt |: bv la( t|e mc:t e|a:t|c b(anc Je
:tuc|ec |n t|e UK l|e b(anc |: la( mc(e c|ve(:e t|an an
a|(||ne anc mu:|c (eta||e( |n t|e UK - |t a|:c clle(: l|nan-
c|a| :e(v|ce:, cn||ne autcmcb||e cu(c|a:|nu, mcb||e c|cne
:e(v|ce c(cv|:|cn, tc name but a leJ lt: ||:tc(v cl c|ve(:|tv
:eem: tc mean t|at ccn:ume(: J||| a||cJ t|e b(anc tc uc
lu(t|e( t|an manv ct|e(: /t t|e :ame t|me, t|e un|lv|nu
va|ue t|at t|e b(anc c(cmcte: tc ccn:ume(: |: cne cl a
la|(e( cea|, |((e:cect|ve cl t|e c(ccuct l|e|c anc t||: a|:c
:eem: tc a||cJ |t tc c(c:: |ntc neJ te((|tc(v
JJJm|||Ja(cb(cJnccm
|^cu|eJoe |c^/· ./e J/.u^ //c^ /'e |||u./J 3/cu^ |^cu|eJoe 3.^·
.c^··/^o c/ ca/ J./.0.·e· c/ SCCCC 0/.^J· .^J 4CCCC .J· .· ue|| .·
1CCC ..·e ·/aJe· ¯CC .c^/e/e^.e 0.0e/· .^J ^.o.·^e .//.|e· .^J 2'C
|e./^^o· Jc.a^e^/·
The attract|veness cf the branc's perscna||tv |laµnet|sm) |s ||n|ec
tc Branc L|ast|c|tv
/ve(aue B(anc
||a:t|c|tv Scc(e
Bcttcm lcc B(anc |aunet|:m Oua(t||e:
UK Data, 32 b(anc:
T T
6
-4
98 98
Nanaeine your brand in a recession

Experience from the |ast recession shows that it is common for marketine spend
to be squeezed and emphasis p|aced on maximizine short-term sa|es up|ifts,
throueh promotions, to he|p meet profit tareets. However, brands need to be
viewed as a |one-term investment, a focus on short-term returns can have |one-
term repercussions.
K N D W L E 0 6 E P D l N T K N D W L E 0 6 E P D l N T K N D W L E 0 6 E P D l N T K N D W L E 0 6 E P D l N T
Du(|nu t|e UK (ece::|cn cl T99TT992 t|e Penau|t C||c Ja:
|aunc|ec anc exceecec |t: l|(:t vea( :a|e: cb|ect|ve: /nc(ex
tc||et t|::ue |e|c |t: vc|ume :|a(e at cve( 30 ce(cent, ce-
:c|te |t: c(em|um cc:|t|cn|nu Cc|c B|enc |nc(ea:ec |t: ma(-
|et :|a(e, anc Haauen-Da.: :a|e: l|uu(e: u(eJ a|mc:t 400
ce(cent l(cm T990·T99T w|t| c(cce( manauement, b(anc:
- even c(em|um b(anc: - can t|(|ve |n a (ece::|cn Pece:-
:|cn: can c(e:ent cccc(tun|t|e: lc( t|e lccu:ec ma(|ete(

The pitfa||s of price promotions
w|||e ccmmcn, t|e u:e cl c(|ce c(cmct|cn: tc |e|c uene(-
ate ccn:ume( :cenc|nu cu(|nu a (ece::|cn can camaue t|e
b(anc anc ma|e |t |a(c tc :ee |cJ camauec t|e b(anc |:
One b(anc, J|t| (ecucec mec|a excenc|tu(e, (ecc(tec |n-
c(ea:|nu :|a(e |n ||ne J|t| c(cmct|cn: /na|v:|: :|cJec t|at
t|e :|a(e |nc(ea:e Ja: ent|(e|v ccJn tc t|e c(|ce c(cmc-
t|cn:
|c(ecve(, t|e unce(|v|nu ba:e :a|e: lc( t|e b(anc Je(e |n
cec||ne l||: cec||ne Ja: matc|ec bv t(ac||nu :tucv mea-
:u(e: ||||u:t(atec |e(e bv c|a|mec 'u:e ncJacav:¨) w|t|cut
t||: ana|v:|:, t|e b(anc team Jcu|c nct |ave been aJa(e cl
t|e |a(m be|nu ccne tc t|e b(anc
w|en ct|e(: |n vcu( ma(|et a(e c(cmct|nu cn c(|ce, |t can
be |a(c tc avc|c |c|n|nu |n, but t|e (e:u|t: can be |uue|v
camau|nu tc a|| t|e b(anc: ln t|e UK, an OlC cateuc(v Ja:
u(cJ|nu HcJeve(, a: a (e:u|t cl a c(|ce Ja(, t|e tcta| vc|ume
:c|c cn c(cmct|cn |nc(ea:ec bv T5 ce(cent ac(c:: a|| b(anc:
lc( cne vea( Nct cn|v Ja: va|ue c(|ven cut cl t|e ma(|et, but
b(anc euu|tv cec||nec 1u:t |a|l t|e ccn:ume(: |55 ce(cent)
|ac a :t(cnu all|n|tv tc anv cne b(anc alte( t|e c(|ce Ja(,
ccmca(ec tc 8T ce(cent belc(e
08
F | O
085
09
095
T
T05
TT
TT5
T2
T25
T3
0
5
T0
T5
20
25
30
35
1 / | 1 1 / S N D 1 F | / | 1
Share |ncreases cc|nc|cec w|th pr|ce recuct|cns|prcmct|cns
Share
P(|ce (at|c B(anc X vc|ume B(anc X va|ue
0
5
T0
T5
20
25
30
35
0
200,000
400,000
600,000
800,000
T,000,000
T,200,000
T,400,000
Strcnµ ccrre|at|cn between base sa|es |lPl cata) anc trac||nµ measures
U:e NcJacav: lcta| Ba:e
Ccrre|at|cn. 0.72
99 99
K N D W L E 0 6 E P D l N T K N D W L E 0 6 E P D l N T K N D W L E 0 6 E P D l N T K N D W L E 0 6 E P D l N T
The daneers of reduced advertisine spend
w|||e (ecuc|nu acve(t|:|nu :cenc can :eem a |cu|ca| Jav tc
|nc(ea:e :|c(t-te(m c(cl|tab|||tv cu(|nu a (ece::|cn, t|e ccn-
:euuence: can be camau|nu B(anc: can |nceec 'uc ca(|¨
lc( :|x mcnt|: c( :c J|t| ||tt|e acca(ent cete(|c(at|cn |n t|e|(
|ea|t| But t|e c(cb|em: ccme |n t|e |cnue( te(m anc cnce
cec||ne :et: |n, |t: |a(c tc (eve(:e One b(anc came cll a|(
|n cne (eu|cn |Peu|cn B), but ccnt|nuec acve(t|:|nu |n t|e
(e:t cl t|e ccunt(v w|t||n a vea(, ma(|et :|a(e |ac c(cccec
2 ce(cent |n t|e (eu|cn J|t|cut acve(t|:|nu, J|||e |c|c|nu
:teacv e|:eJ|e(e But |n t|e lc||cJ|nu vea(, J|en t|e acve(-
t|:|nu Ja: (e:umec, Peu|cn B: ma(|et :|a(e ccnt|nuec tc
|au be||nc t|e (e:t cl t|e ccunt(v
The need to take a |oneer-term view
/cve(t|:|nu |a: a |cnu-te(m a: Je|| a: a :|c(t-te(m ellect
cn t|e b(anc On ave(aue, t|e(e |: abcut a 3T (at|c cl |cnu-
te(m tc :|c(t-te(m :a|e: |:|c(t-te(m |e(e (ele((|nu tc t|e
l|(:t e|u|t Jee|:), a|t|cuu| t||: |: va(|ab|e ac(c:: camca|un:,
anc Je |ave :een camca|un: J|t| a 5T (at|c Stccc|nu ac-
ve(t|:|nu, c( cutt|nu ac :cenc mav |cc| |||e a :|c(t-te(m l|x,
but vcu a(e |||e|v tc be :ett|nu uc c(cb|em: lc( t|e lutu(e
l|e c|a(t be|cJ :|cJ: t|e ana|v:|: cl 350 b(anc: anc ||u|-
||u|t: t|e va|ue cl ma|nta|n|nu acve(t|:|nu |nve:tment l|e
|c(|.cnta| ax|: :|cJ: t|e extent tc J||c| b(anc: Je(e :cenc-
|nu abcve c( be|cJ t|e|( ma(|et :|.e l|e b(anc: |ave been
(an|ec t|en u(cucec |ntc 20 banc: ba:ec cn t||: mea:u(e
l|e ve(t|ca| ax|: :|cJ: t|e c(ccc(t|cn cl eac| u(cuc t|at
|c:t ma(|et :|a(e vea( cn vea( Pe|at|ve unce( |nve:tment |:
c|ea(|v ||n|ec J|t| a u(eate( (|:| cl cec||ne |n ma(|et :|a(e
/t a t|me J|en ct|e( b(anc: a(e cutt|nu t|e|( :cenc, mec|a
cc:t: a(e |||e|v tc uc ccJn, anc ac||ev|nu a :t(cnu :|a(e cl
vc|ce can be ac||evec (e|at|ve|v cc:t ellect|ve|v
Compensatine with copy qua|ity
w|||e |cea||v vcu :|cu|c a|m tc ma|nta|n vcu( :cenc, |t |:
cc::|b|e tc u(cJ vcu( b(anc J|t| |cJe( bucuet:, c(cv|cec
t|e cccv uua||tv at |ea:t ccmcen:ate: lc( t||: ln t|e c|a(t
be|cJ, t|e bcttcm |elt uuac(ant :|cJ: b(anc: J|e(e bct|
t|e :|a(e cl vc|ce anc :|a(e cl ac aJa(ene:: cec||nec On
ave(aue, 20 ce(cent mc(e b(anc: |c:t :|a(e t|an ua|nec
ln t|e tcc (|u|t uuac(ant Je can :ee J|at |accen: J|en
bct| :|a(e cl vc|ce anc :|a(e cl ac aJa(ene:: |nc(ea:ec
- nea(|v a t||(c mc(e u(eJ t|an cec||nec HcJeve(, t|e
bcttcm (|u|t uuac(ant :|cJ: t|at J|en :|a(e cl ac aJa(e-
ne:: u(cJ:, ce:c|te a c(cc |n :cenc, mc(e b(anc: u(cJ
t|an cec||ne
l||: catte(n |: (ec||catec |n t|e examc|e: u|ven at t|e :ta(t
cl t||: a(t|c|e Penau|t C||c: ac aJa(ene:: cea|ec at 65
Share cf awareness
lnc(ea:e
:|a(e cl
aJa(ene::
Dec(ea:e
:|a(e cl
aJa(ene::
Dec(ea:e
a(e cl vc|ce
lnc(ea:e
a(e cl vc|ce
31%
more
brands
eain
share
than
|ose
12%
more
brands
eain
share
than
|ose
19%
more
brands
|ose
share
than
eain
20%
more
brands
|ose
share
than
eain
|ec|a P(e::u(e
|S|a(e cl vc|ce - S|a(e cl |a(|et)
/cvert|s|nµ lnvestment recuces r|s|
T00
50%
0%
-30% 0% 30%
%

|c
:
|n
u

:
|
a
(
e
P
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100 100
K N D W L E 0 6 E P D l N T K N D W L E 0 6 E P D l N T K N D W L E 0 6 E P D l N T K N D W L E 0 6 E P D l N T
ce(cent, ac||ev|nu an /Ja(ene:: lncex cl 7, a|mc:t a|| ccn-
:ume(: ccu|c (eca|| :cmet||nu l(cm t|e /nc(ex acve(t|:|nu,
at cea|, 63 ce(cent Je(e aJa(e cl t|e Cc|c B|enc acve(t|:-
|nu, J|||e Haauen-Da.: :aJ ac aJa(ene:: u(cJ l(cm T tc 23
ce(cent amcnu (e|evant (eace(: - a :t(cnu ce(lc(mance
lc( a c(|nt camca|un l|e benel|t: cl ma|nta|n|nu t|e c(e:-
ence cl vcu( b(anc cu(|nu a (ece::|cn anc |nve:t|nu |n u(eat
c(eat|ve at t||: t|me |: c|ea(
See a|:c cu( KncJ|ecue Pc|nt:, |/.e 0/c^c/c^· 'cu /c
^.·e /'e^ uc/· /c/ /ca/ 0/.^J w'./ '.00e^· u'e^ 0/.^J·
oc J./·¯, |a//^o . /^.^..| ..|ae c^ /ca/ 0/.^J 0|.^, |cu
..^ .J.e//·^o 0e a·eJ /c Je|.e/ |c^o-/e/^ o/cu/'¯
JJJm|||Ja(cb(cJnccm
|^cu|eJoe |c^/· ./e J/.u^ //c^ /'e |||u./J 3/cu^ |^cu|eJoe 3.^·
.c^··/^o c/ ca/ J./.0.·e· c/ SCCCC 0/.^J· .^J 4CCCC .J· .· ue|| .·
1CCC ..·e ·/aJe· ¯CC .c^/e/e^.e 0.0e/· .^J ^.o.·^e .//.|e· .^J 2'C
|e./^^o· Jc.a^e^/·
101
|/PK|l FOCUS
Cca^/// 3..·o/ca^J
lu(|ev |: cc:|t|cnec |n an a(ea cl :t(ateu|c :|un|¦cance at
t|e ent(ance tc t|e B|ac| Sea betJeen t|e ccnt|nent:
cl /:|a anc |u(cce l|e cac|ta| cl lu(|ev |: /n|a(a
a|t|cuu| t|e |a(ue:t c|tv |: l:tanbu| Ot|e( ma|c( c|t|e:
|nc|uce l.m|(, /nta|va, D|va(ba||( anc l(ab.cn
l|e ccunt(v |a: |ac a cemcc(at|c ucve(nment :|nce
t|e ccJnla|| cl t|e Ottcman |mc|(e at t|e enc cl t|e
F|(:t wc(|c wa( lu(|ev became a |u(ccean Un|cn can-
c|cate ccunt(v |n T999, J||c| b(cuu|t abcut :ub:tant|a|
|uman (|u|t: anc eccncm|c (elc(m: /cce::|cn ta||:
tc |c|n t|e |u(ccean Un|cn a(e cu((ent|v ta||nu c|ace
anc J||| b(|nu lu(t|e( (elc(m tc t|e |nl(a:t(uctu(e cl
t|e ccunt(v
lu(|ev |: a c(eccm|nant|v |u:||m ccunt(v J|t| a
vcunu, u(cJ|nu cccu|at|cn excectec tc (eac| cve( 82
m||||cn bv 20T5 Nea(|v 30 ce(cent cl t|e cccu|at|cn
|: unce( T4 vea(: c|c, a|t|cuu| t||: |: |||e|v tc cec(ea:e
cue tc ccc( ||v|nu :tanca(c: anc a ||u| |nlant mc(ta||tv
(ate l|e ||te(acv (ate |: a(cunc 85 ce(cent J|t| mc:t
ecucatec cecc|e ab|e tc :cea| a lc(e|un |anuuaue
|nu||:| |: ccm|nant but F(enc| anc Ce(man a(e a|:c
:cc|en l|e numbe( cl cecc|e uc|nu |ntc ||u|e( ecu-
cat|cn |a: |nc(ea:ec c(amat|ca||v cve( t|e |a:t cecace
|./·e/^o |^./c^^e^/ ^ !a/·e/
lu(|ev: |a(ue:t |ncu:t(|a| :ectc( |: text||e: anc
c|ct||nu, J||c| acccunt: lc( cne-t||(c cl |ncu:t(|a|
emc|cvment, |t lace: :t|ll ccmcet|t|cn |n |nte(nat|cna|
ma(|et: J|t| t|e enc cl t|e u|cba| uucta :v:tem
HcJeve(, ct|e( :ectc(:, nctab|v t|e autcmct|ve anc
e|ect(cn|c: |ncu:t(|e:, a(e (|:|nu |n |mcc(tance J|t||n
lu(|ev: excc(t m|x
lu(|ev |a: en|cvec un|nte((uctec u(cJt| lc( t|e ca:t
T8 ccn:ecut|ve uua(te(: anc |t |: excectec tc u(cJ a
lu(t|e( 5 ce(cent |n 2007 Pecent (elc(m: |ave mace
t|e bu:|ne:: env|(cnment :|mc|e( tc cce(ate |n anc
¦nanc|a| (e:t(uctu(|nu l(cm 200T cnJa(c |a: mace |t
ea:|e( tc cbta|n c(ec|t lunc|nu lc( |nve:tment l|e:e
lactc(: |ave b(cuu|t abcut an eccncm|c (eccve(v
D|(ect lc(e|un |nve:tment |ntc t|e ccunt(v Ja: a(cunc
US 120 b||||cn at t|e enc cl 2006, c(|c( tc t||: |t ave(-
auec |e:: t|an US 1T b||||cn annua||v Ban|: |ave mace
ccn:ume( c(ec|t mc(e (eac||v ava||ab|e, J||c| |a: a|:c
lue|ec an |nc(ea:e |n excenc|tu(e
N A P K E T
F D C U STUPKEY
105
!c0 |/e·//|e S/./e^e^/· ^ !a/·e/

'^.ae C'.||e^oe· /c/ |./·e/e/· ^ !a/·e/
l|e ccunt(v |: mace uc cl |a(ue |cu:e|c|c: - nea(|v
60 ce(cent cl t|em ccnta|n lcu( c( mc(e cecc|e
C|||c(en t(ac|t|cna||v :tav at |cme unt|| ma((|aue anc
u(ancca(ent: ||ve J|t| t|e|( c|||c(en l|e numbe( cl
:ma||e( |cu:e|c|c: cce:, |cJeve(, accea( tc be u(cJ|nu
l|e(e |: a u(eat c|:ca(|tv betJeen t|e |cJ anc ||u|
|nccme u(cuc: |n lu(|ev, t||: |a: been exace(batec bv
eccncm|c cc||cv cve( t|e |a:t cecace Nea(|v a uua(te( cl
t|e cccu|at|cn |: at (|:| cl ccve(tv J|||:t t|e |nccme :|a(e
cl t|e Jea|t||e:t u(cuc |: a(cunc 60 ce(cent
Fam|||e: J|t| |cJe( |nccme: c(ele( tc cu(c|a:e bu||
|tem: - l(cm :tac|e lccc: tc c|ean|nu :ucc||e: - |n ccen
ccnta|ne(:, J|e(ea: t|c:e bette( cll buv cac|auec uccc:
lu(|ev |a: t|e la:te:t-u(cJ|nu ccn:ume( c(ec|t ma(|et
|n we:te(n |u(cce l|e |ev (ea:cn: lc( t||: la:t u(cJt|
a(e t|e u(cJ|nu eccncmv, bc((cJ|nu beccm|nu mc(e
allc(cab|e, anc t|e ceve|ccment cl c(ccuct: :uc| a:
c(ec|t ca(c:
lt |: a :ecu|a( vet c(eccm|nant|v |u:||m ccunt(v anc
ma(|ete(: |ave tc |eec t|at |n m|nc, a: |n :cme mc(e
ccn:e(vat|ve a(ea: cl lu(|ev t|e(e |a: been a bac||a:|
aua|n:t b|||bca(c: anc cac|au|nu leatu(|nu :em|-na|ec
Jcmen lt |: ccmmcn tc tu(n cll mu:|c cu(|nu t|e ca||
tc c(ave(
% of people who
definitely agree
48
47
45
45
44
41
40
39
38
35
Statement
Religion plays an important part in my
life
It is important to continue learning new
things throughout your life
I feel discomfort when I am in debt
It is important for me that the drinking
water is healthy
I think it's important to have a lasting
relationship with one partner
It is important to respect traditional
customs and beliefs
It's important that my family thinks I'm
doing well
Everything in life has its price
I like my life to be well-organized
I buy Turkish goods as often as I can
98 (25*) 10.2 (2005) 21.1 6 63
70 (4.3*) 7 20** 3.2** 44
TV Computer Internet Broadband Mobile
Ownership Access Phone
Penetration
(%)
Users (MM)
Sca/.e !O/ !a/·e/ 2CCo
O|c0.| !O/ · cu^eJ 0/ |||u./J 3/cu^· ··/e/ .c^0.^/ |||
uuu/o·a/.e/·.c^
Sca/.e |S/ 0|C| /!' O/ca0| .^J 0a·^e··^c^/c/.c^
..0|e .^J ·./e||/e
'c^e· .^J c//.e·
N A P K E T
F D C U STUPKEY
106
· l|e acc|t|cn cl 'lc(e|un¨ ent|t|e: |ntc t|e ma(|et,
c(cv|c|nu :cmet||nu ccmc|ete|v neJ, eu, Ha(vev N|c|c|:
l:tanbu| :tc(e t|at ccenec |n 2006
l|e vea( 2005 :aJ a numbe( cl acuu|:|t|cn: betJeen
ma|c( (eta||e(: bct| l(cm |a(ue |nte(nat|cna| c|a|n: :uc|
a: le:cc anc Ca((elcu( anc |cca| lu(||:| cne: l||: mean:
t|at ccmcet|t|cn betJeen t|e u(cce(v (eta||e(: |a: be-
ccme mc(e |nten:e
ln 2006, acc(cx|mate|v 2T m||||cn cn||ne :|ccc|nu t(an:ac-
t|cn: Je(e mace |n lu(|ev, amcunt|nu tc US 1T8 b||||cn
|Scu(ce BK|, lu(||:| lnte(ban||nu Ccc(c|nat|cn Cente()
!0· /c/ /J.e//·e/·
l|e eccncm|c u(cJt| |n lu(|ev |a: been (electec |n t|e
u(cJt| cl acve(t|:|nu excenc|tu(e, cu((ent|v e:t|matec tc
|nc(ea:e bv 20 ce(cent cu(|nu 2007
/ccc(c|nu tc C(cuc|: 2006 cata anc lc(eca:t:,
cn||ne acve(t|:|nu: :|a(e cl tcta| mec|a :cenc |: a(cunc T
ce(cent |US 125 m||||cn), anc |: excectec tc u(cJ tc T2
ce(cent bv t|e enc cl 2007 le|ev|:|cn |: :t||| ccm|nant,
ta||nu cve( 45 ce(cent cl t|e tcta| ac :cenc P(|nt, cutccc(
anc (ac|c, lc||cJec bv cn||ne, a(e t|e next mc:t |mcc(tant
|e/ |||u./J 3/cu^ |e//.·
!a/·e/· !c0 /J.e//·e/·
· Un||eve(
· U||e( |c(cce::ec lccc:)
· P&C
· Benc||:e(
· Ccca-Cc|a
· Dancne
!c0 |eJ. 0a/|e/· ^ !a/·e/
ATV
Kanal D
Show TV
Star
Digiturk
(satellite TV
platform)
Posta
Zaman
Hürriyet
Sabah
Milliyet
Tempo
Kapital
Atlas
Para
Yeni Aktuel
Mynet
Yonja.com
E-kolay
MSN Turkey
Google Turkey
Television Newspaper Magazine Web sites
lv |: t|e mec|um J|t| t|e ||u|e:t cenet(at|cn
lnc|v|cua|: :cenc an ave(aue cl 30T m|nute: a cav
Jatc||nu |t le|ev|:|cn :e(|a|: anc lcctba|| uame: a(e
t|e mc:t cccu|a( t||nu: tc v|eJ anc t||: |: J|e(e t|e(e
a(e t|e mc:t ac: l|e(e a(e 260 te|ev|:|cn c|anne|:,
T6 cl J||c| a(e nat|cna|, T5 (eu|cna| anc 229 |cca| Ol
t|e T,200 (ac|c :tat|cn:, 30 b(cacca:t at t|e nat|cna|
|eve| anc t|e (e:t a(e |cca| l|e 32 neJ:cace(: anc 85
maua.|ne: a(e c|:t(|butec t|(cuu|cut t|e ccunt(v
|e/.|^o ^ !a/·e/
Fc||cJ|nu t|e eccncm|c c(|:|: cl 200T, lu(|ev |a:
exce(|encec (ac|c u(cJt| BetJeen 2000 anc 2004
ce( cac|ta ccn:umct|cn |nc(ea:ec bv T58 ce(cent
Peta|| |a: been t|e ma|n |ncu:t(v tc bene¦t l(cm
t||: c|anue
Peta|||nu |n lu(|ev |: lc(eca:t tc ccnt|nue u(cJ|nu cue
tc a ccmb|nat|cn cl lactc(:, |nc|uc|nu
· Favc(ab|e cavment cct|cn:, :uc| a: 24-mcnt|
|n:ta||ment:, ma||nu excen:|ve |tem: mc(e allc(cab|e
· / u(cJt| |n cemanc cue tc t|e |a(ue vcunu
cccu|at|cn, u(ban|.at|cn anc an |nc(ea:e |n
c|:cc:ab|e |nccme
· D|lle(ent (eta|| lc(mat: anc mc(e :|cc: t|at |nc(ea:e
c|c|ce anc ma|e |t ea:|e( lc( cecc|e tc buv
N A P K E T
F D C U STUPKEY
Sca/.e |eJ/./....c^ )/)S/! 3//| .^J /.0^eJ/..c^
· Ne:t|e
· /(ce||| |e|ect(cn|c
acc||ance: lc( t|e |cme)
· F(|tc-Lav
· |t| |b|:cu|t:
anc ccnlect|cna(v)
Awareness
Index
Persuasion Enjoyment Involvement
Country
Average
4 26% 3.67 5.23
107
June 2007
|a^ |../· .^J !/..
· |cunt /u(|, a|:c |ncJn a: |cunt /(a(at, |: t|e c|ace J|e(e
|t |: :a|c Nca|: /(| came tc (e:t anc |: a|:c t|e ||u|e:t cea|
|5, T66m) |n lu(|ev
· lu(|ev |a: a ||:tc(v cl ea(t|uua|e: ln T999 ea(t|uua|e: |elt cve(
T7,000 cecc|e ceac anc manv t|cu:anc: |cme|e::
· l|e :cut| cca:t cl lu(|ev |: a cccu|a( tcu(|:t ce:t|nat|cn l(cm
:c(|nu tc autumn, a|t|cuu| v|:|t|nu belc(e m|c-1une c( alte( /uuu:t
mav |e|c tc avc|c mc:uu|tce:
· /nta|va |: a u(eat c|ace tc v|:|t lc( le:t|va|: anc tcu(|:t ente(ta|nment
Ot|e( |ev c|ace: tc :ee |nc|uce /n|a(a |t|e cac|ta|) anc l.m|(
|tvc|ca||v /euean)
· l:tanbu| |: t|e |a(ue:t c|tv anc ce¦n|te|v Jc(t| a v|:|t lc( |t: c|ve(:|tv,
J|et|e( tc v|:|t Su|tana|met, t|e l:tanbu| cl cc:tca(c: anc ||:tc(v,
t|e C(anc Ba.aa( |t|e c|ce:t :|ccc|nu cente( |n t|e Jc(|c) c(
Bevcu|u |t|e ccmme(c|a| anc cu|tu(a| cente( cl tcJn)
!c0 !0·
· lu(|ev: cu((encv |: t|e lu(||:| L|(a a|t|cuu| :|cc: anc (e:tau(ant: |n
t|e cca:ta| (e:c(t: anc b|u c|t|e: accect cavment |n lc(e|un cu((encv
· l(ave||nu cn cub||c |c||cav: can be c|l¦cu|t a: manv t||nu: J||| be
c|c:ec Date: tc avc|c a(e

1anua(v T NeJ Yea(: Dav
/c(|| 23 Nat|cna| Scve(e|untv anc C|||c(en: Dav
|av T9 /tatu(| Ccmmemc(at|cn, Ycut| anc Scc(t: Dav
/uuu:t 30 v|ctc(v Dav
Octcbe( 29 Pecub||c Dav
l|e cate: cl (e||u|cu: |c||cav: a(e cete(m|nec bv t|e |una( ca|enca( anc
cate: luctuate eac| vea( bv a: muc| a: :eve(a| Jee|: lt |: acv|:ec tc
c|ec| t|e cu((ent ca|enca( tc cete(m|ne exact cate: Kev |c||cav: tc
be aJa(e cl a(e tcJa(c: t|e enc cl t|e vea( Pama.an Bav(am c( Se|e(
Bav(am la||: |n Octcbe( anc |: t|e |c||cav tc ma(| t|e enc cl Pamacan
Ku(ban Bav(am |: a lcu(-tc-¦ve cav cub||c |c||cav |n Ncvembe(Decem-
be( anc a|:c t|e t|me cl t|e annua| c||u(|maue tc |ecca, :c t(an:cc(t
J||| be ve(v bu:v a(cunc t||: t|me
|./^o 0a/
· |e.e anc (a|| a(e tvc|ca| examc|e: cl lu(||:| cu|:|ne |e.e
|: a :e|ect|cn cl c|:|e: t|at m|u|t |nc|uce leta c|ee:e, |clte
|beel c( |amb meatba||:), l(|ec ca|ama(|, :tullec veuetab|e anc
:ea:cnec vcu|u(t Pa|| |: an an|:eec-lavc(ec a|cc|c||c c(|n|
· l|e be:t c|ace tc en|cv me.e anc (a|| |: t|e mev|ane - a
c|eac anc bc|:te(cu: eat|nu exce(|ence t|at can be lcunc
t|(cuu|cut lu(|ev
!c 3a/
· Ca(cet:, |eat|e( uccc:, uc|c |eJe|(v, lu(||:| De||u|t anc |anc-
c(altec u|ltJa(e
'·e/a| |^··
JJJtu(|evc(u
JJJtcu(|:mtu(|evc(u
JJJeccncm|:tccmccunt(|e:lu(|ev
JJJce||c(ut(celau|t_enua:c
N A P K E T
F D C U S TUPKEY
108
Cca^/// 3..·o/ca^J
l|e Un|tec |ex|can State: |: t|e mc:t cccu|cu:
Scan|:|-:cea||nu ccunt(v |n t|e Jc(|c J|t| a(cunc
T07 m||||cn c|t|.en: |TTt| |a(ue:t |n t|e Jc(|c) lt |a:
a vcut|lu| cemcu(ac||c J|t| a mec|an aue cl |u:t 25
vea(:, ||le excectancv cl 75 anc cccu|at|cn u(cJt| cl
T ce(cent ce( vea( l|e |cca| cu((encv |: t|e |ex|can
Pe:c |1 |ex) anc t|e exc|anue (ate c:c|||ate: a(cunc
TT ce:c: ce( US 1 l|e cl¦c|a| |anuuaue |: Scan|:|
lt ccve(: an a(ea cl 76T,602 :uua(e m||e: |T96 m||||cn
:uua(e |||cmete(:) anc |: bc(ce(ec |n t|e nc(t| bv t|e
Un|tec State:, Be||.e anc Cuatema|a |n t|e :cut|, t|e
Ca(|bbean Sea anc t|e Cu|l cl |ex|cc |n t|e ea:t, anc
t|e Nc(t| Pac|¦c Ocean |n t|e Je:t
lJc-t||(c: cl |ex|can: ||ve |n u(ban a(ea: cl mc(e t|an
50,000 cecc|e w|t| cve( T94 m||||cn cecc|e ||v|nu |n
t|e cac|ta|, |ex|cc C|tv, |t |: cne cl t|e ¦ve |a(ue:t meua-
|ccc||: cl t|e Jc(|c |cnte((ev anc Cuaca|a|a(a a(e t|e
ct|e( tJc mc:t |mcc(tant u(ban cente(:, ccnta|n|nu 4
m||||cn anc 36 m||||cn |n|ab|tant: (e:cect|ve|v
|ex|cc |a: ve(v uneuua| Jea|t| c|:t(|but|cn -
a|t|cuu| |t |: |cme tc t|e Jc(|c: t||(c (|c|e:t man,
mc(e t|an 50 m||||cn |ex|can: |ave been c|a::|¦ec a:
ccc( bv t|e wc(|c Ban|
D|:t(|but|cn cl :cc|ceccncm|c |eve|: |S|L:) |: a: lc||cJ:
|./·e/^o |^./c^^e^/ ^ |e·.c
|ex|cc |: a ve(v ccmcet|t|ve ma(|et |c:t u|cba|
b(anc: a(e c(e:ent anc manv |ave att(actec a :t(cnu
|cva| ba:e cl ccn:ume(:, but |cca| b(anc: ccm|nate
:eve(a| |ncu:t(|e: |nc|uc|nu te|eccmmun|cat|cn:,
ccnc(ete, bee(: anc ua:c||ne
l|e cu|tu(e |: un|uue anc va(|e: ac(c:: (eu|cn:, :c u|cba|
ma(|ete(: mu:t be :en:|t|ve anc acact t|e|( :t(ateu|e:
|cca||v Be|nu a ne|u|bc( cl t|e Un|tec State:, |t |: ve(v
|nluencec bv t|e|( t(enc:, e:cec|a||v |n t|e nc(t|
|ex|cc C|tv |: t|e ccunt(v: c(|ma(v eccncm|c cente( anc
|ccat|cn cl c|c|ce lc( mc:t ccmcan|e: cc(cc(ate |eac-
uua(te(: |cnte((ev anc Cuaca|a|a(a a(e t|e ct|e( tJc
ma|c( bu:|ne:: |ub:
N A P K E T
F D C U S NEXlCD
A/B
C+
C
D+
D
E
7.5
13.8
17.8
34.3
16.8
9.9
7,727
3,182
1,055
618
245
0
+
7,727
3,182
1,054
618
245
SEL (62% of total population) Min Max
% of households in cities
with population 50,000+
Range of monthly
family income in US $
Scu(ce /|/l ||ex|can /::cc|at|cn cl |a(|et Pe:ea(c| /uenc|e:) 2004
109
'^.ae C'.||e^oe· /c/ |./·e/e/· ^ |e·.c
Becau:e c|eac 'me tcc¨ b(anc: accea( a|mc:t ca||v
|n mc:t cateuc(|e:, |t |: |mcc(tant lc( b(anc: tc cactu(e
t|e |ea(t: anc m|nc: cl ccn:ume(: anc c|lle(ent|ate
t|em:e|ve: l(cm t|e ccmcet|t|cn
lc e:t|mate POl cl mec|a |nve:tment, t|e (c|e cl
eac| t(ac|t|cna| anc a|te(nat|ve mec|um anc t|e cc|nt
cl :a|e mu:t be c|ea(|v unce(:tccc
N A P K E T
F D C U S NEXlCD
TV
Paid TV (homes)
Radio
Computer ownership
(homes)
Internet access
Broadband (homes)
Mobile phones
Magazines
Newspaper
Penetration Users (MM)
86% national
98% main 28 cities
26.2%
98%
20%
16%
3%
40%
32% (main cities)
31% (main cities)
91.3
4.9
104
5.0
17.0
0.7
42.0


lt can be c|l¦cu|t tc c|:t(|bute ma(|et|nu bucuet: amcnu
b(anc cc(tlc||c anc ma(|et|nu act|v|t|e:
l|e cu|tu(e anc alluence cl |ex|can: va(|e: ac(c:: t|e
ccunt(v, :c |t can be c|l¦cu|t tc ac||eve a (ea| mu|t|-ta(uet
b(anc t|at att(act: va(|cu: :cc|ceccncm|c |eve|:
|eJ. |^./c^^e^/ ^ |e·.c
lcta| mec|a |nve:tment |n 2005 Ja: e:t|matec a(cunc US
12,600 b||||cn |c(e t|an 70 ce(cent Jent tc lv, T2 ce(cent
tc (ac|c, 6 ce(cent tc c(e::, 4 ce(cent tc maua.|ne:, 2
ce(cent tc c|nema anc T ce(cent tc lnte(net
le|ev|:a anc lv /.teca a(e t|e ma|n lv netJc(|:, cactu(|nu
a(cunc 53 ce(cent anc 23 ce(cent cl t|e auc|ence (e:cec-
t|ve|v l|e cccu|a(|tv cl ca|c lv |a: ccub|ec |n t|e |a:t e|u|t
vea(: anc |: ncJ (eac||nu a uua(te( cl a|| |ex|can |cme:,
mc:t|v ||u| |nccme u(cuc: |/BC+), anc TT ce(cent cl auc|-
ence lnte(net u:e |: u(cJ|nu at a tJc c|u|t (ate anc ncJ
cne cut cl eve(v :|x |ex|can: |a: acce::, J|t| a ve(v ||u|
cenet(at|cn amcnu ||u| |nccme u(cuc: |/BC+)
% of people who
definitely agree
65.1
63.5
60.4
56.4
55.6
54.7
54.5
53.6
52.9
52.1
Statement
If at first you do not succeed you must
keep trying
It is important to continue learning new
things throughout your life
You should seize opportunities in life
when they arise
I like spending most of my time home
with my family
It is important to be well informed about
things
I like to have a circle of close friends
who support me in hard times
I would like to set up my own business
one day
I worry about violence and crime
I think we should strive for equality for all
I think its important to have a lasting
relationship with one partner
!c0 1C |/e·//|e S/./e^e^/· ^ |e·.c
Scu(ce Cl| ClCO| lncu:t(v |ec|a lN|Cl ||ncS|a(e
Scu(ce lCl lu(|ev 2006
C|cba| lCl |: cJnec bv ||||Ja(c B(cJn: :|:te( ccmcanv K|P JJJtu|:u(vev:ccm
110
Deca(tment :tc(e: a(e t|e mc:t cccu|a( lc(mat lc( :cec|a|-
|:t uccc: :|ccc|nu Hvce(ma(|et: clle( a J|ce (anue cl
c(ccuct: |n bct| u(cce(v anc ncn-u(cce(v a(ea: anc |ave
beccme a c|(ect ccmcet|tc( cl ceca(tment :tc(e: anc ct|e(
ncn-u(cce(v :tc(e: Becau:e t|e ma|n u(ban cente(: a(e
Je|| :e(vec bv (eta|| cct|cn:, :tc(e: a(e ncJ |cc||nu tc mcve
cut tc t|e :ma||e( c|t|e:
/cve(t|:e(: |nc(ea:|nu|v (eccun|.e t|e |mcc(tance cl t|e
'mcment cl t(ut|¨ at t|e cc|nt cl cu(c|a:e anc, t|e(elc(e, a(e
c|anne||nu |nve:tment |ntc neJ POS mec|a lc( :uce(ma(|et:
!0· /c/ /J.e//·e/·
l|e mc:t ccmmcn lv ac lc(mat: a(e 30 anc 20 :eccnc:,
but t|e u:e cl T0 :eccnc |: |nc(ea:|nu lv c(cu(am: J|t| ||u|-
e:t (at|nu: a(e :cac cce(a: |te|encve|a:), neJ:, (ea||tv :|cJ:,
mcv|e (e(un: anc :ccce( matc|e: l|e u:e cl ce|eb(|t|e: |n
acve(t: |: (eccmmencec c(cv|c|nu t|ev |ave nct been cve(-
u:ec anc a(e :u|tec tc t|e c(ccuct Pub||:|ec mec|a (ate: can
be :ub:tant|a||v (ecucec t|(cuu| neuct|at|cn
P(|nc|ca| acve(t|:|nu (e:t(|ct|cn:
· lcbaccc lv tcbaccc acve(t|:|nu |: nct ce(m|ttec
· /|cc|c| Nc lv ac: belc(e T0cm, ac: mu:t
ccnta|n a 'nc exce::¨ Ja(n|nu, nc :cc(t: ce|eb(|tv
encc(:ement: a(e a||cJec
· P|a(maceut|ca| /c: mu:t be acc(cvec bv t|e Sec(eta(v
cl Hea|t|, c(e:c(|ct|cn c(uu: mu:t nct be namec
· C|||c(en /c: mu:t be :|mc|e anc :t(a|u|tlc(Ja(c
· Pc||t|ca| /c emba(uc lcu( cav: belc(e e|ect|cn
|e/ |||u./J 3/cu^ |e//.·
|e·.c· !c0 /J.e//·e/· |2CCo/
|e·.c· !c0 /J.e//·e/· |2CCo/
T P&C
2 Un||eve(
3 C(ucc Ca(:c
Scu(ce ||ncS|a(e lBOP| lncu:t(v mec|a
|e/.|^o ^ |e·.c
|ex|cc |: t|e :eccnc |a(ue:t ma(|et |n Lat|n /me(|ca,
J|t| a CDP cl US 1T t(||||cn |ba:ec cn cu(c|a:|nu
ccJe( ca(|tv) Succc(tec bv ¦nanc|a| :tab|||tv anc an
|nc(ea:ec ava||ab|||tv cl c(ec|t, t|e ma(|et excecta-
t|cn: lc( (eta|||nu a(e cc:|t|ve S|nce :|un|nu t|e Nc(t|
/me(|can F(ee l(ace /u(eement |N/Fl/) |n T994,
(eta|||nu |n |ex|cc |a: beccme mc(e c|ve(:|¦ec
Due tc |t: J|ce va(|etv cl ccn:ume(: J|t| c|lle(ent
cu(c|a:|nu ccJe(:, (eta|||nu |a: l(aumentec |ntc
t|(ee ma|n a(ea: mcce(n lc(mat: |||e |vce(ma(-
|et:, :uce(ma(|et: anc ceca(tment :tc(e:,
t(ac|t|cna| lc(mat: :uc| a: :ma|| |ncecencent
:tc(e:, anc |nlc(ma| :t(eet vencc(: anc ma(|et:
Suce(ma(|et: ccnt|nue tc u(cJ, but t(ac|t|cna| :tc(e:
a(e :t||| ve(v :t(cnu |n manv cac|auec uccc: cateuc-
(|e: wa|-|a(t |: t|e |eac|nu (eta||e( |n t|e u(cce(v
ma(|et, but lace: ¦e(ce ccmcet|t|cn l(cm |cca| (eta||-
e(: |nc|uc|nu C|uant anc Ccme(c|a| |ex|cana
N A P K E T
F D C U S NEXlCD
Awareness
Index
Persuasion
Score*
Enjoyment Branding Involvement
Country
Average for TV
(1000+ ads)
5 16% 3.79 3.83 4.68
Televisa
TV Azteca
Cablevisión
(Paid TV)
Sky (Paid TV)
Grupo Radio Centro
Grupo Fórmula
Grupo ACIR
Grupo Imagen
NRM Comunicaciones
Televisa Radio
El Universal
Reforma
El Norte
Ovaciones
La Jornada
Editorial Televisa
Reader's Digest
Notmusa
Impresiones Aereas
Expansión
Television Radio Newspaper Magazines
!c0 |eJ. 0a/|e/· ^ |e·.c
4 B|mbc
5 Ccca-Cc|a
111
Ju|y 2007
|a^ |../· .^J !/..
· |e·.c '.· c^e c/ /'e o/e./e·/ 0c|co..| J.e/·/e· c^ /'e 0|.^e/ .^J ·
'c^e /c 1C 0e/.e^/ c/ .|| /'e e.//'· ·0e.e·
· !'e /./c^.| ||.o · . .e//..| //.c|c/ c/ o/ee^ u'/e .^J /eJ u/'
/'e ^./c^.| .c./ c/ ./^· !'e .c./ c/ ./^· ·'cu· .^ e.o|e 'c|J^o
. ·e/0e^/ ^ /· /.|c^ 0e/.'eJ c^ /c0 c/ . 0/.·|/ 0e./ .../a· o/cu^o
//c^ . /c.· !'e ^.oe · 0.·eJ c^ /'e /·/e. |eoe^J ^ u'.' /'e ocJ·
^·//a./eJ . .// /c 0e 0a|/ c^ /'e ·/e u'e/e .^ e.o|e u.· ·ee^ Je.ca/-
^o . ·e/0e^/ !'· · ^cu |e·.c C//
· |. 3.·´|.. Je Oa.J.|a0e · /'e ·e.c^J ^c·/ .·/eJ C./'c|. ·'/^e ^
/'e uc/|J |.e// |e.e^0e/ 12/' ^c/e /'.^ 1C ^||c^ .·/c/· 0./ 'c^-
.oe /c /'e/ 'c|/ 0.//c^ /'e \/o^ c/ Oa.J.|a0e
· |e·..^· ./e 0.··c^./e .0ca/ /'e/ ^c·/ 0c0a|./ ·0c// ·c..e/ !'e ^.^
/e.^· ^.|aJe C'..· c/ Oa.J.|../. C/a· /·a| .^J |a^.·
· |/c/e··c^.| u/e·/|^o J/.u· |./oe ./cuJ· C'./../e/· |·e || S.^/c´
|S.^// .^J 3|ae |e^c^´ ./e 'ca·e'c|J ^.^e·
· |e·.c · /'e uc/|J |e.Je/ ^ ·|.e/ 0/cJa./c^ !'e /cu^ c/ !.·.c /.-
^ca· /c/ /· //.J/c^.| ·|.e/uc/· · . ^.c/ /ca/·/ .///../c^
· |e·.c · . ^.c/ .c^·a^e/ c/ .c|. ·c// J/^·· |..' 0e/·c^ J/^·· ./ca^J
11C |/e/· e..' /e./ ^.·^o |e·.c ·e.c^J c^|/ /c /'e '^/eJ S/./e·
· Cc/c^. · /'e ///' ^c·/ ..|a.0|e 0ee/ 0/.^J ^ /'e uc/|J .^J ·
..|aeJ ./ 'S $2'o' ^||c^ |Sca/.e |||u./J 3/cu^ 00/^c/ u/'
J./. //c^ 3/.^J//
!c0 !0·
!'e /c0 /ca/ |e·..^ Je·/^./c^· ./e
· !ec/'a..0^ .^ ./.'ec|co..| ·c^e ./ |e·.c· 0ooe·/ .^.e^/ .//
'.· /uc e^c/^ca· 0//.^J· .^J ./ |e·· /'.^ .^ 'ca/· 0a· /Je //c^
|e·.c C// ^.·e· .^ .^.·^o J.///0 |./ / u/' . .·/ /c /'e //.'ec-
|co..| |a·ea^ .^J e| /c..|c |.e^//.| 0|.·./
· 3.//.^.. Je| Cc0/e |Cc00e/ C.^/c^/ . ^./a/.| uc^Je/ u/' ·0e./..a|./
.^J 0/e./'/.·^o ^ca^/.^ ·.e^e// ..^ 0ee^ ·ee^ u'e^ //..e|^o 0/
//.^ //c^ C''a.'a. .^J |c· |c.'· |^c//'ue·/e/^ |e·.c/
· )a../0^ |e^^·a|. !'e //.J c/ /'e u'/e .// c/ |e/J. /'e o/e./
|./.^ .e/e^c^.| .e^/e/ c/ C'.'e^ //·0 .^J /'e |.J-0..· C./00e.^
0e..'e· c/ ||./. Je| C./^e^ .^J C.^.a^
· 3e..' /e·c//· C'cc·e /..0a|.c /c/ /· .a^/e··e^/.||/ |e·..^ ^o'/
|/e |ae//c \.||.//. /c/ .c|c^.| .'./^ .^J ·|cu 0..e .^J |c· C.0c· /c/
oc|/ .^J u'.|e u./.'^o
· // · ^c/^.| /c o/ee/ u/' . ··· |^e^´uc^e^ .^J uc^e^´uc^e^/
.^J´c/ . //^ /o'/-'.^J ·'.·e |^e^´^e^/
· |e·..^ /^e · . /e/^ /e/e//^o /c /'e /.^ca· ^/c/^.| 0a^./a.|//
^ |e·.c |1C-2C ^^a/e· c/ /c|e/.^.e · /e.c^^e^JeJ/
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. uJe ../e// c/ /.·/e· .^J /e·/a/e·
· / /..c · . /c||eJ c/ /c|JeJ 0|.0|e ^.·e /c//||. /||eJ u/' .^ eJ0|e
·a0·/.^.e a·a.||/ o/||eJ 0ee/ .'.·e^ c/ 0c/· 0/'e/ /||^o· ^.|aJe
.eoe/.0|e· .'ee·e· |Cae·.J||.·/ ^a·'/cc^· ·e./ccJ c/ e.e^
^·e./·
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^.·'eJ .cc·eJ c/ /.u 0a/ .|u./· ·0./ |../ca· .'|e· ./e a·eJ/
· |c|e · . 0c0a|./ ·.a.e 0/e0./eJ u/' J/eJ .'| 0e00e/· ^a/·
·0.e· .^J |e·..^ .'c.c|./e |....c o/ca^J u/' ·ao./ .^^.^c^
·.|/ .^J ·c^e/^e· ^a/·/ // · //e.ae^/|/ |.J|eJ c.e/ .'.·e^ c/
/a/·e/ .^J /.e
· /c ^e.| ^ |e·.c C// · .c^0|e/e u/'ca/ . |./o.//. c/ . ·'c/ c/
!e.a|. /c||cueJ 0/ . .·/ /c O./0.|J ||.·. /c |·/e^ |./..' ^a·.
!c 3a/
· /^/ .//e·.^´. |'.^J././// //c^ /'e uc^Je//a| /.^oe c/ /e·/|e·
.e/.^.· ^.··· 'e.JJ/e··e· uccJuc/· eue|// ^e/.|uc/·
|e./'e/ 0.··e/· './· .^J '.^^c.··
· !.·e . C| c/ |./..' ^a·. .^J . 0c//|e c/ !e.a|. 'c^e ·c /ca
..^ /e^^·.e .0ca/ /'e |e·..^ /e·/.· .//e/ /ca/ .·/
|a·/ |e.J
· |·e w./e/ /c/ C'c.c|./e´ 0/ |.a/. |·.a.e| · .e^/e/eJ ./ca^J /'e
·/.'e^ u/' . .'./^^o ^/e/0/e/./c^ c/ |/e ^ /a/^-c/-/'e-.e^/a//
|e·.c
· /a/.´ 0/ C./|c· |ae^/e· · . 0e.a//a| 'c//c/ ·/c// .^J . 'c////^o
·/c// c/ 0e.a// . .c^0^./c^ c/ |ce .^J 3.aJe|./e
· /·/e.´ 0/ O.// 1e^^^o· · . .c|c//a| .^.·^o|/ /e.|·/. ...ca^/ c/
/'e |/e c/ .^ e|Je/|/ ^.^ 0e/c/e Ja/^o .^J .//e/ /'e .//..| c/ /'e
S0.^·' .c^.ae/c/·
'·e/a| |^··
· |e·.c !ca/·^ 3c./J uuu.·/^e·.c.c^´
· /J.e^/a/e /ca/·^ uuu/c/^c^/.^..c^´
· !ca/ 0a· ^ |e·.c C// ue0/a/0a·.c^^·´/a/0a·´
· |.c^c^. .^J 0c0a|./c^ J./. uuu^eooc0^·´
N A P K E T
F D C U S NEXlCD
112
Cca^/// 3..·o/ca^J
lnccne:|a, c( t|e Pecub||c cl lnccne:|a a: |t |: cl¦c|a||v
|ncJn, |a: a cccu|at|cn cl cve( 200 m||||cn, ma||nu |t
t|e Jc(|c: lcu(t| mc:t cccu|cu: ccunt(v lt ccn:|:t: cl
mc(e t|an T3,000 |:|anc: anc cve( 60 ce(cent cl t|e
cccu|at|cn ||ve: |n (u(a| a(ea:
lt |a: a CDP cl US 1960 b||||cn |ba:ec cn cu(c|a:-
|nu ccJe( ca(|tv) lt |: e:t|matec t|at 49 ce(cent ||ve
cn |e:: t|an US 12 ce( cav
l|e cac|ta|, 1a|a(ta, |: |ccatec cn t|e |:|anc cl 1ava
anc t|e ccunt(v :|a(e: |anc bc(ce(: J|t| Pacua NeJ
Cu|nea, |a:t l|mc(, anc |a|av:|a
lnccne:|a: nat|cna| mcttc, 'B||nne|a lunuua| l|a¨
|'Un|tv |n c|ve(:|tv¨), |: ce(|vec l(cm O|c 1avane:e anc
(elect: t|e ama|uamat|cn cl a mv(|ac cl cu|tu(e:
HcJeve(, :ecta(|an ten:|cn: anc :eca(at|:m |ave
t|(eatenec cc||t|ca| :tab|||tv |n :cme (eu|cn:, |eac|nu
tc v|c|ent ccnl(cntat|cn:
S|nce t|e nat|cn cec|a(ec |ncecencence l(cm t|e
Net|e(|anc: |n T945 alte( t|(ee centu(|e: cl (u|e,
lnccne:|a |a: been t|(cuu| a tu(bu|ent t|me lt |a:
exce(|encec cc||t|ca| |n:tab|||tv, |nc|uc|nu :eca(at|:m
anc cc((uct|cn, ce(|cc: cl (ac|c eccncm|c u(cJt|
anc cec||ne, env|(cnmenta| cata:t(cc|e, anc t|e ¦(:t
l(ee e|ect|cn: :|nce t|e T960:
|./·e/^o |^./c^^e^/ ^ /^Jc^e·.
l|e :e(v|ce: :ectc( |: t|e |a(ue:t |n lnccne:|a anc
acccunt: lc( 45 ce(cent cl CDP l||: |: lc||cJec
bv |ncu:t(v anc au(|cu|tu(e J|t| 40 anc T4 ce(cent
(e:cect|ve|v lnccne:|a: ma|n excc(t: a(e c||, ua:,
e|ect(|ca| acc||ance:, Jccc, text||e: anc (ubbe(
Becau:e cl cec||n|nu c|| c(ccuct|cn, lnccne:|a
became a net c|| |mcc(te( |n 2004 l|e (e:u|t|nu
cc:t cl :ub:|c|.|nu ccme:t|c lue| c|acec |nc(ea:|nu
:t(a|n cn t|e bucuet anc c(cmctec t|e ucve(nment
tc |nc(ea:e lue| c(|ce: bv T26 ce(cent |n 2005 l|e
|nlat|cn anc |nte(e:t (ate (|:e: camcenec u(cJt|
t|(cuu|cut 2006, J|||e |a(ue |nc(ea:e: |n (|ce c(|ce:
cu:|ec m||||cn: mc(e cecc|e unce( t|e nat|cna|
ccve(tv ||ne
ln 2006 lnccne:|a unce(Jent a :e(|e: cl eccncm|c
(elc(m: tc |mc(cve t|e |nve:tment c||mate, |nl(a:t(uctu(e
anc ¦nanc|a| :ectc( De:c|te ccve(tv anc cc||t|ca| |n:tab|||tv,
t|e lnccne:|an: a(e :t||| ccn:um|nu anc (ec(e:ent a va:t
untaccec ma(|et
N A P K E T
F D C U S lN0DNESlA
113
'^.ae C'.||e^oe· /c/ |./·e/e/· ^ /^Jc^e·.
lnccne:|a |: t|e Jc(|c: |a(ue:t a(c||ce|au|c :tate, J|t|
a(cunc T2,000 J|c|e:a|e(: :e(v|nu 800,000 :|cc:
|cv|nu uccc: cve( 3,000 m||e: |5,000 |||cmete(:) cl
ccean tc (eac| ccn:ume(: :catte(ec ac(c:: t|e mu|t|tuce
cl |:|anc: |: nct a :|mc|e ta:| :c |t: v|ta||v |mcc(tant tc
emc|cv t|e (|u|t c|:t(|but|cn :t(ateuv One examc|e cl
an |nncvat|ve :c|ut|cn u:ec tc cve(ccme t||: c(cb|em |:
:e|||nu beve(aue: l(cm mctc(cvc|e :acc|ebau: |n v|||aue:
J|e(e t|e |ane: a(e tcc na((cJ lc( ca(:
Penetration
Users (MM)
TV Computer Internet Broadband Mobile
Ownership Access
59
33*
2
4
12
30
8
18
0.3
Negligible
/|t|cuu| t|e ma|c(|tv cl cecc|e a(e |u:||m:, lnccne:|a
|: c|ve(:e J|t| cve( 300 c|:t|nct et|n|c|t|e:, nea(|v 750
|anuuaue: anc c|a|ect:, anc nume(cu: (e||u|cu: u(cuc:
l||: can ma|e |t c|l¦cu|t tc c(eate a ma(|et|nu :t(ateuv
t|at |a: a cc:|t|ve |mcact ac(c:: t|e ma(|et
|eJ. |^./c^^e^/ ^ /^Jc^e·.
/lte( t|e la|| cl t|e t||(tv-tJc vea( Su|a(tc (eu|me
|n T998, t|e Dutc| |n|e(|tec mec|a |aJ: Je(e ||ltec,
t|e ||n|:t(v cl lnlc(mat|cn Ja: c|c:ec ccJn anc a||
mec|a unce(Jent excan:|cn
l|e numbe( cl neJ:cace(: :ca(ec l(cm 200 tc cve( T,000
|n t|e vea( T998·T999 a|cne l|e te|ev|:|cn ma(|et |a:
u(cJn tc |nc|uce T0 nat|cna| ccmme(c|a| netJc(|: anc t|e
a|(Jave: |ave beccme c(cJcec lc||cJ|nu t|e c(eat|cn cl
cve( 800 neJ :tat|cn:
!c0 |eJ. 0a/|e/· ^ /^Jc^e·.
% of people who
definitely agree
35.8
35.3
28.8
28.8
28.2
27.8
26.1
24.7
24.6
24.5
Statement
Friendship is the most important to me
Investment in children’s education
should be one of the key expenditures
of the family
Nowadays men and women have the
same opportunities at work
A happy marriage is the greatest wealth
I like a regulated (patterned) life
When I am selecting products I always
consider the price first
I believe in sacrificing myself for the
greater good
The environment should be protected,
even if it is at the cost of the industrial
and economic development
Getting a grasp on technology is the key
to future success
Spending wisely is the best way to
increase my wealth
!c0 1C |/e·//|e S/./e^e^/· ^ /^Jc^e·.
N A P K E T
F D C U S lN0DNESlA
RCTI
SCTV
Trans TV
TPI
Indosiar
Kompas
Pos Kota
Media Indonesia
Seputar Indonesia
Republika
Tempo
Gadis
Femina
Gatra
Yahoo
Google
Detik
Liputan6
Bubu
Television Newspaper Magazines Web sites
Numbe( cl |cu:e|c|c:
SOUPC| l||: Yea( Next Yea( · C(cuc|
Scu(ce lCl lu(|ev 2006
C|cba| lCl |: cJnec bv ||||Ja(c B(cJn: :|:te( ccmcanv K|P JJJtu|:u(vev:ccm
114
/|t|cuu| t|e |ea:t cccu|a( (eta|| c|anne|, ncn-:tc(e (eta||-
|nu exce(|encec T9 ce(cent u(cJt| |n 2005 anc, t|an|:
tc t|e |nc(ea:|nu cccu|a(|tv cl c|(ect :e|||nu, :t||| |a: |uue
cctent|a| lc( u(cJt|
!0· /c/ /J.e//·e/·
Be|cJ |: t|e b(ea|ccJn |n acve(t|:|nu |nve:tment bv mec|a
|n lnccne:|a
w|||e te|ev|:|cn |: t|e mc:t cccu|a( mec|um lc( acve(t|:-
|nu, u(cJ|nu at a(cunc T5 ce(cent eve(v vea(, cutccc( me-
c|a |a: exce(|encec (ac|c u(cJt| cve( t|e |a:t t|(ee vea(:
/|t|cuu| t|e u:e cl c|u|ta| mec|a |: :t||| ||m|tec, |t:
ccn:ume(: a(e ma|n|v l(cm t|e vcunu anc c(cle::|cna|
:ect|cn: cl t|e cccu|at|cn
|e/ |||u./J 3/cu^ |e//.·
/^Jc^e·.· !c0 /J.e//·e/·
T Un||eve(
2 w|nu:
3 P(ccte( & Camb|e
4 H| Samcce(na
5 Ne:t|e
SOUPC| /CN lcc200 2005
|e/.|^o ^ /^Jc^e·.
S|nce t|e lnccne:|an ¦nanc|a| c(|:|: anc la|| cl P(e:|cent
Su|a(tc, mu|t|nat|cna|: |ave been :nacc|nu uc |cca|
b(anc:, anc ccmcet|t|cn |n (eta|||nu |a: |nten:|¦ec
NeJ t(ace au(eement: e:tab||:|ec J|t| lnccne:|a:
ne|u|bc(: |ave |cJe(ec ta(|ll: cn c(ccuct: tc 5
ce(cent c( |e::, ma||nu |t muc| ea:|e( tc u:e lnccne:|a
a: an excc(t ba:e l|e ucve(nment |a: a|:c (emcvec
|nve:tment ba((|e(:, |nc|uc|nu t|e 40 ce(cent ||m|t cn
lc(e|un :|a(e|c|c|nu: |n lnccne:|an ccmcan|e: anc
t|e ban cn lc(e|un |nve:tment |n c|:t(|but|cn /: a
(e:u|t, mc:t cl lnccne:|a: |eac|nu |cu:e|c|c b(anc:
a(e ncJ |n lc(e|un |anc:
De:c|te t|e |mc(cvement |n t|e bu:|ne:: c||mate, (eta||
:a|e: u(cJt| |: cn|v e:t|matec tc (eac| betJeen T2
anc T7 ce(cent cu(|nu 2007 HcJeve(, mcce(n (eta||
bu:|ne::e: - |vce(ma(|et: anc m|n|-ma(|et: - a(e
c(c|ectec tc u(cJ bv 25 ce(cent
ln lnccne:|a, t|e(e |: nc (euu|at|cn ucve(n|nu J|e(e
a (eta||e( can e:tab||:| cut|et: |anv |a(ue (eta||e(:
a(e :t(ateu|ca||v |ccatec |n t|e |ea(t cl lnccne:|a:
b|u c|t|e: anc ccmcete c|(ect|v J|t| :ma||e( (eta||e(:
ln t|e nea( lutu(e, |vce(ma(|et bu:|ne:: |: excectec
tc excanc :|un|¦cant|v a: manv ma|c( c|ave(: c|an tc
|nc(ea:e t|e numbe( cl cut|et: ac(c:: t|e ccunt(v
Country
Average
Awareness
Index
Persuasion Enjoyment Involvement
4 49 47 5.48
N A P K E T
F D C U S lN0DNESlA
TV
68.7%
Print
24.7% Outdoor
2.8%
% Share of Media
Radio
2.2%
Internet
1.6%
SOUPC| l||: Yea( Next Yea( · C(cuc |
115
Aueust 2007
|a^ |../· .^J !/..
· /^Jc^e·. .c^··/· c/ ^c/e /'.^ 1JCCC ·|.^J· ^.·^o / /'e |./oe·/
./.'0e|.oc ^ /'e uc/|J /|/'cao' ^c·/ c/ /'e ·|.^J· ./e a^^'.0/eJ
1JC ^||c^ 0ec0|e |.e c^ 1... ^.·^o / /'e uc/|J· ^c·/ 0c0a|ca· ·|.^J
· /^Jc^e·.· ^./c^.| /.o · /eJ .^J u'/e |a/^o /'e w./ c/ /^Je0e^-
Je^.e .o.^·/ /'e |a/.' |u'c·e /.o · /eJ u'/e .^J 0|ae/ .ca^/|e··
//eeJc^ /o'/e/· ue/e ·||eJ /c/ ///^o /c /e./ /'e 0|ae 0.// //c^ /'e
|a/.' /.o· //^o ./ ^|/.// ·/./c^·
· !'e |./oe·/ 3aJJ'·/ /e^0|e ^ /'e uc/|J · 3c/c0aJa/ / e.e^ ^·0/eJ
/'e 0a|J^o c/ /^o·c/ w./ ^ C.^0cJ.
· !'e |./oe·/ |·./J ^ /'e uc/|J /'e |c^cJc |/.oc^ · ^./.e /c
/^Jc^e·.
· /|/'cao' / '.· ^c/e /'.^ JCC e/'^. o/ca0· .^J |.^oa.oe· ^c·/ /^Jc-
^e·.^· .c^.e/·e ^ /'e ^./c^.| c//..| |.^oa.oe 3.'.·. /^Jc^e·.
· |.^/ .e|e0/./eJ 0.^/e/· //c^ ../c·· /'e o|c0e .'cc·e /c /e·Je ^
/^Jc^e·. /^/c^c 3|.^.c · c^e c/ /'e^
· /^Jc^e·. · 'c^e /c /'e |./oe·/ /cue/ ^ /'e uc/|J |.//e·. //^c|J
!'· ^·e./-e./^o /cue/ u.· ^.^eJ .//e/ S/ S/.^/c/J |.//e· u'c
/ca^JeJ /'e .// c/ S^o.0c/e
· /^ ..e/.oe ueJJ^o ^ 0o ./e· .00/c·^./e|/ .c·/· .0ca/ 'S $'CCC
//· a·a.| /c ·e^J ca/ 1CCC c/ ^c/e ^././c^·
!c0 !0·
· |/c^ oae·/'ca·e· /c /.e-·/./ 'c/e|· /^Jc^e·. · 0..·eJ u/' ...c^-
^cJ./c^ /c ·a/ .|| /.·/e· .^J 0aJoe/· |.·e ·a/e /c 0cc· ^ .J..^.e
c/ a·e . //..e| .oe^/ e·0e..||/ Ja/^o 'c|J./ ·e.·c^ ||e.e^0e/·
1.^a.// .^J 1a^e·1a|//
· !'e/e ./e ../ca· u./· /c //..e| ^ /^Jc^e·. |/c^ /eoa|./ 0a·e· /.··
//.^· 0|.^e· .^J ·'0· /c /'e e·c/. 0e..· |/^Jc^e·.^ /.··'.u/ c/ .^
.^Jc^o´Je|^.^ |'c/·e 0a||eJ .e'.|e·/ '^.ae /c 1.·.//. /ca ..^ .|·c
/// /J^o . 0.. |/'/ee u'ee|eJ ^c/c/ .e'.|e/ c/ /'e ^c/e ^cJe/^
·.^.| ^^-../
· |..· |o'/' /^Jc^e·. · 0|e··eJ u/' . u./^ ·a^^/ .|^./e ·c 0/^o 0|e^//
c/ |o'/ .c//c^ .|c/'^o |c^/ /c/oe/ /c 0..· . /.^.c./ c/ .^ a^0/e||.
Ja/^o /'e /.^/ ·e.·c^ |0./c0e/·/0/|/ Sc^e 0|..e· ^ /^Jc^e·. /e.a/e
.·/c/· /c J/e·· ^cJe·/|/ ·c .'e.· /'e |c..| .a·/c^· 0e/c/e /ca //..e|
|./^o 0a/
· /^Jc^e·. · . .a|^.// 'e..e^ u/' ·c^e/'^o /c ·./·// e.e// /.·/e
· /^Jc^e·. '.· ../ca· //0e· c/ //.J/c^.| /ccJ // /ca/e |cc·^o /c/
·c^e/'^o 'c/ .^J ·0./ /ca ^o'/ u.^/ /c /// |.J.^oe·e /ccJ
|we·/ Sa^.//./ // /ca u.^/ ·c^e/'^o ·uee/ c0/ /c/ 1...^e·e /ccJ
|^ 1co.·.//. /c/ ^·/.^.e/ |c·/ /ca/·/· 0/e/e/ Sa^J.^e·e /ccJ
C/e· |·e 1.·.//. ./e 0.//.a|./|/ J.e/·e .^J ·c c//e/ ^.^/ .a|^.//
·0e..|/e· e..' c/o^./^o //c^ . J//e/e^/ /eoc^ c/ /^Jc^e·.
· // /ca/e ^c/ ·a/e u'./ /ca/e e./^o /ca a·/ ^eeJ /c .·· |.^/
/^Jc^e·.^· a^Je/·/.^J . 0/ c/ |^o|·' .^J uc^/ 'e·/./e /c e·0|.^
!c 3a/
· // /ca/e ^/e/e·/eJ ^ //.J/c^.| .//uc/·· /ca ..^ .·/ . 0/cJa./c^
.||.oe ^ 1co.·.//. .^J e/'e/ u./.' /'e |c..|· ./ uc/· c/ '.oo|e
/c/ .^/ /e^· /ca |·e /|/e/^./.e|/ /// |.|c0c/c /'e ^c·/ /.^ca·
·//ee/ ^ 1co.·.//. // · 0..·eJ u/' ·'c0· ·e||^o .a/c· .^J ·//ee/
.e^Jc/· c//e/^o ·ca.e^/· ./ .//c/J.0|e 0/.e·

· 3.| .|·c c//e/· ^.^/ 0|..e· /c oc ·'c00^o /c/ '.^J././/· \./ca·
.// ^./·e/· c//e/ //.J/c^.| 3.|^e·e ·ca.e^/· //c^ ../.eJ ·/./ae·
/c 0e..'ue./ .^J .//uc/·
· // /ca/e |cc·^o /c/ .|c/'e· ./ |cu 0/.e· /ca ..^ .|u./· .·/ /'e
'..e^ c/ /../c// ca/|e/· ^ 3.^Ja^o u'e/e . 0./ c/ 0/.^JeJ e.^·
.c·/ 0e/uee^ 'S $'·1'
'·e/a| |^··
· Oe^e/.| ^/c
uuu^Jc^e·.ocJ
uuu0aJ0./ocJ
uuu^Jc^e·.-/ca/·^.c^
· //|^e·
uuuo./aJ.-^Jc^e·..c^
N A P K E T
F D C U S lN0DNESlA
116
N A P K E T
F D C U S AP6ENTlNA
Cca^/// 3..·o/ca^J
/(uent|na |: t|e :eccnc |a(ue:t ccunt(v |n Scut|
/me(|ca l|e ccunt(v |: (|c| |n natu(a| (e:cu(ce: |n-
c|uc|nu uc|c, :||ve(, cccce(, |(cn c(e, cet(c|eum, natu(a|
ua: anc c|| l|e c||mate |: c(eccm|nant|v temce(ate
J|t| ext(eme: (anu|nu l(cm :ubt(cc|ca| |n t|e nc(t| tc
:ubanta(ct|c |n t|e :cut|
/|mc:t a|| cl t|e 40 m||||cn cccu|at|cn a(e |u(ccean
ce:cencant: l|e cccu|at|cn |: (e|at|ve|v vcunu J|t|
a mec|an aue cl 297 vea(: anc a 97 ce(cent ||te(acv
(ate l|e cl¦c|a| |anuuaue |: Scan|:|, t|e cu((encv |: t|e
/(uent|nean ce:c |1) anc t|e cac|ta| |: Buenc: /|(e:
ln T99T a ¦xec exc|anue (ate Ja: e:tab||:|ec betJeen
t|e ce:c anc US cc||a( tc a||ev|ate |vce(|nlat|cn
/|t|cuu| c(|ce: :tab|||.ec |n t|e T990:, lc(e|un cebt
|nc(ea:ec enc(mcu:|v anc, becau:e t|e ma(|et |ac
been ccenec uc tc lc(e|un |mcc(t:, |cca| |ncu:t(v cc|-
|ac:ec ln 200T t|e ccunt(v :||c |ntc eccncm|c c(|:|:
anc (ece::|cn
l|e t|e betJeen t|e ce:c anc cc||a( Ja: abanccnec
|n 1anua(v 2002 l|e exc|anue (ate c|unuec Pea|
CDP le|| bv T09 ce(cent, but bv t|e m|cc|e cl 2002
t|e eccncmv |ac :tab|||.ec, a|be|t at a |cJe( |eve|
S|nce 2003, /(uent|na: eccncmv |a: been u(cJ-
|nu at 9 ce(cent eve(v vea(, ma||nu |t t|e :eccnc
la:te:t-u(cJ|nu eccncmv cl Lat|n /me(|ca l||: |a:
been ma|n|v lue|ec bv a (ev|va| |n ccme:t|c cemanc,
:c||c excc(t:, an |nc(ea:e |n |nte(nat|cna| tcu(|:m anc
lavc(ab|e exte(na| ccnc|t|cn: lnlat|cn |a: been (|:|nu
:teac||v anc (eac|ec T0 ce(cent |n 2006 Unemc|cv-
ment |a: been (ecucec l(cm cve( 20 ce(cent |n 200T
tc a(cunc 9 ce(cent
|./·e/^o |^./c^^e^/ ^ //oe^/^.
|ven t|cuu| /(uent|na |: cne cl t|e Jc(|c: b|uue:t
au(|cu|tu(a| c(ccuce(: - |n 2006 au(|cu|tu(e acccuntec
lc( TT ce(cent cl CDP anc cne-t||(c cl a|| excc(t: -
cn|v T0 ce(cent cl t|e cccu|at|cn |: ccn:|ce(ec (u(a|
Nea(|v a t||(c cl t|e cccu|at|cn ||ve: |n t|e Buenc: /|(e:
met(ccc||tan a(ea On|v tJc ct|e( c|t|e: |ave mc(e t|an
T m||||cn |n|ab|tant: Cc(ccba anc Pc:a(|c C|tv lt |:
(eccmmencec tc |nc|uce a :e|ect|cn cl |n|anc c|t|e: |n
ma(|et (e:ea(c| cue tc :cme cu|tu(a|, :cc|ceccncm|c
anc ccn:umct|cn c|lle(ence: ccmca(ec tc t|e |a(ue(
c|t|e:
'^.ae C'.||e^oe· /c/ |./·e/e/· ^ //oe^/^.
Ove( t|e vea(: t|e /(uent|nean eccncmv anc |t:
cecc|e |ave ucne t|(cuu| cvc|e: cl (ac|c c|anue
|a(|et|nu team: lace t|e c|a||enue cl ccn:tant|v
acact|nu t|e|( :t(ateu|e: |n (e:ccn:e tc t||: Ccmmun|-
cat|cn anc c(|c|nu acc(cac|e: mu:t be Je|| ba|ancec
tc cll:et t|e cu|tu(a| anc eccncm|c c|lle(ence: |n t|e
cccu|at|cn
117
118
Ove( t|e |a:t leJ vea(:, cecc|e |ave Jatc|ec mc(e lv
w|t| t|e (ac|c anc c(cu(e::|ve u(cJt| cl c|u|ta| mec|a,
ccnve(uence, auc|ence l(aumentat|cn anc ac :atu(at|cn,
t|e(e |: mc(e ac c|utte( anc |t |: beccm|nu |a(ce( tc (eac|
ccn:ume(: anc uet t|e me::aue ac(c::
/(uent|n|an: :cent 50 ce(cent cl t|e|( t|me cut:|ce cl t|e
|cme :c |t: |mcc(tant tc ta|e acvantaue cl a|| acve(t|:|nu
mec|a L||e manv ct|e( ccunt(|e:, /(uent|na: acve(t|:|nu
|: :atu(atec On ave(aue, eac| ce(:cn (ece|ve: cve( 2,500
ac me::aue: ce( Jee| we can :ee |cJ t||: |: c|:t(|butec
amcnu a|| mec|a
S'./e c/ |eJ.
//oe^/^.· !c0 /J.e//·e/· |2CCo/
T Dancne /(uent|na
2 Un||eve( /(uent|na
3 SC 1c|n:cn & Scn /(uent|na
Scu(ce Cama(a /(uent|na ce /nunc|ante:
!c0 |/e·//|e S/./e^e^/· ^ //oe^/^.
|eJ. |^./c^^e^/ ^ //oe^/^.
/(uent|na |a: t|e ||u|e:t cenet(at|cn cl cab|e lv |n Lat|n
/me(|ca - nea(|v 70 ce(cent cl a|| |cu:e|c|c: (ece|ve
mc(e t|an 70 c|anne|: l|e tJc ma|n l(ee lv c|anne|:,
Cana| T3 anc le|ele, cactu(e 65 ce(cent cl t|e auc|ence
l|e(e |a: been a 36 ce(cent |nc(ea:e |n a|| lc(m: cl
acve(t|:|nu cve( t|e |a:t T2 mcnt|: lv |: :t||| t|e mc:t
|mcc(tant mec|um |n te(m: cl acve(t|:|nu, ccncen-
t(at|nu 53 ce(cent cl a|| ac :cenc Cab|e lv acccunt:
lc( cn|v TT ce(cent cl t|e tcta| :cenc, but |t: ea(n|nu:
|ave |nc(ea:ec 46 ce(cent |n t|e |a:t vea(
% of people who
definitely agree
92.1
90.9
90.4
87.8
86.9
86.4
84.6
84.4
84.2
81.1
Statement
It is important to continue learning new
things throughout your life
If at first you do not succeed, you must
keep trying
You should seize opportunities in life
when they arise
I like to have a circle of close friends
who support me in hard times
It is important to be well informed about
things
my peers
I worry about violence and crime
I like spending most of my time at home
with my family
I think we should strive for equality for all
I think it’s important to have a lasting
relationship with one partner
It’s important to me to be recognized by
Sca/.e //oe^/^. !O/ 2CCo |0./ C' - 0./ Co/
C|cba| lCl |: cJnec bv ||||Ja(c B(cJn: :|:te( ccmcanv K|P JJJtu|:u(vev:ccm
Penetration %
Users (MM)
TV Computer Internet Broadband Mobile
Ownership Access
99
39.5
35
14.0
78
31
24.8
10.0*
13.9
5.5*
'ca·e'c|J· Sca/.e //||C
N A P K E T
F D C U S AP6ENTlNA
Open TV
25%
Newspapers
6.4%
Cable TV
5.2%
Magazines
4.6%
Radio
14.8%
OOH
44%
4 P(e:|cenc|a ce |a Nac|cn
|nat|cna| ucve(nment)
5 C|axcSm|t|K||ne
!c0 |eJ. 0a/|e/· ^ //oe^/^.
|e/.|^o ^ //oe^/^.
/(uent|na: (eta|| :ectc( |: cu((ent|v u(cJ|nu la:te( t|an
t|e eccncmv cue tc ||u| ccn:ume( ccn¦cence, cut|et
excan:|cn anc ||u|e( c|:cc:ab|e |nccme: Sa|e: |n t|e
e|ect(cn|c: :ectc( a(e at an a||-t|me ||u| Ccmcan|e:
t|at |ave |nt(ccucec c(ec|t a(e exce(|enc|nu :ucce::
becau:e ccn:ume(: (ece|ve :ub:tant|a| c|:ccunt: anc
a(e ab|e tc cav lc( cu(c|a:e: |n |n:ta||ment: J|t|cut
|nte(e:t /: a (e:u|t cl t||:, :a|e: |ave |nc(ea:ec
|c:t cl t|e c(em|um b(anc: |ave (eccve(ec l(cm t|e
b|u |c::e: exce(|encec cu(|nu t|e 20023 c(|:|: anc
|ave (e-e:tab||:|ec t|e|( ma(|et :|a(e l|e|( u(cJt|
ncJ cut:t(|c: t|at cl ncn-c(em|um b(anc:
l|e(e a(e c|:t|nct c|lle(ence: betJeen :cc|ceccncm|c
|eve|: anc c|c|ce cl (eta|| cut|et Suce(ma(|et: |ave
40 ce(cent cl t|e ma(|et |n :a|e: cl |cu:e|c|c
uccc: anc att(act ucce( anc m|cc|e |nccme ea(n-
e(: J|c tvc|ca||v Jc(| |cnu |cu(: anc a(e |cc||nu lc(
ccnven|ence LcJe(-|nccme |cu:e|c|c: c(ele( mc(e
t(ac|t|cna| (eta|| c|anne|: |||e cc(ne( :|cc:, u(cce(:
anc c|:ccunt :tc(e: lnte(net (eta|||nu |a: |nc(ea:ec |t:
ma(|et :|a(e a: a (e:u|t cl |nc(ea:ec ava||ab|||tv cl ccm-
cute(:, c(ec|t ca(c: anc |nncvat|ve cavment :v:tem:
!0· /c/ /J.e//·e/·
/|t|cuu| /(uent|n|an: a(e |nc(ea:|nu|v excc:ec tc a
u(eate( va(|etv cl mec|a, cue tc |t: cccu|a(|tv lv |: :t||| t|e
mc:t ccm|nant mec|um
/lte( t|e eccncm|c (eccve(v, acve(t|:|nu |nve:tment |eve|:
lc||cJec an ucJa(c t(enc But (ecent|v t|e(e |ave been :|un:
cl c|utte( J|t| (ecucec ac (eccun|t|cn anc ce(:ua:|cn |eve|:
l||: |a: |ec tc a u(eate( neec tc c(eate |mcact anc ac||eve
:ul¦c|ent enuauement tc c(cmcte (eca|| l|e |ev ||e: |n t|e
emct|cna| |nvc|vement ||n|ec tc b(anc|nu HcJeve(, /(uent|n-
|an: a|:c va|ue |nlc(mat|cn-ba:ec ac acc(cac|e:
B(anc act|vat|cn anc :ccn:c(:||c a(e ct|e( J|ce:c(eac
mean: cl ccmmun|cat|cn, J||c| tenc tc acc va|ue :|nce t|ev
ma|nta|n ccn:|:tencv J|t| t|e (e:t cl t|e b(anc: act|v|t|e:
/c: a(e nct ce(m|ttec tc ment|cn c( ma|e c|(ect (ele(-
ence tc ccmcet|tc(: b(anc: l|e ave(aue ac |enut| |: 30
:eccnc:, a|t|cuu| 45- anc 60-:eccnc ac: a(e a|:c u:ec
|anv |cca| ac: |ave Jcn c(|.e: lc( c(eat|v|tv |n |nte(na-
t|cna| ccmcet|t|cn:
|e/ |||u./J 3/cu^ |e//.·
Clarin
La Naciôn
V. del Interior
Ole
Diario Popular
Noticias
Gente
Caras
Cronista
Revista Viva !
Telefe Canal 11
Canal 13
Canal 9
America
Canal 2
Canal 7
www.deremate.com.ar
www.clarin.com.ar
www.masoportunidades.com.ar
www.lanacion.com.ar
www.hotmail.com
Television Newspaper Magazines Web sites
Country
Average
Awareness
Index
Persuasion Enjoyment Involvement
5 26 3.79 4.2
N A P K E T
F D C U S AP6ENTlNA
119
September 2007
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· !'e .// '.· /'/ee ^.c/ //.^·0c// ·/·/e^·
3a·e· !'e/e ./e . o/e./ ^a^0e/ c/ |^e· /'./ ..^ /.·e /ca
.^/u'e/e ./ca^J /'e .//
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//c^ S .^-1C .^ .^J ' 0^-¯ 0^
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.^J e.e^ /'cao' ^.^/ c/ /'e J/.e/· Jc ^c/ ·0e.· |^o|·'
/'e/ '..e . o/e./ ·^cu|eJoe c/ /'e .// .^J /· /ca/·/ .///../c^·
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· )ca ..^^c/ .·/ //oe^/^. u/'ca/ ///^o /· uc/|J /.^ca· 0ee/
!'e/e ./e . uJe ../e// c/ /e·/.a/.^/· ^ /'e .// u'e/e c^e ..^ e^c/
.^ .·.Jc´ |//oe^/^e.^ 0./0e.ae/ )ca ..^ ·/.// u/' .^ e^0.^.J.
|. ^^.e^e./ /||eJ 0.·//// /c||cueJ 0/ . ·e.c^J .ca/·e c/ ^e./ ^-
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. o/||/ /|| c/ /'· ..^ 0e e^c/eJ u/' ·c^e 'c^e^.Je /eJ u^e
· |. C.0.||e/·. .^J C.0.^.· |.· ||.· ./e /e·/.a/.^/· /'./ .|u./·
oa./.^/ee . o/e./-/.·/^o .·.Jc \·/ uuu|...0.||e/·.0ae//c^.Je-
/c.c^ .^J uuu|.·||.·.c^´/e·/.a/.^/0'0
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|e..e· c/ /'e /e/0. ^./e 0|.^/ ^ 'c/ u./e/ .^J · J/a^· //c^ . ·0e..|
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'·e/a| |^··
//oe^/^e.^ |^·/// c/ !ca/·^ uuu·e./a/oc../´e^o´^e^a'/^
//oe^/^e.^ !ca/·/ OaJe uuu./oe^/^./a/·/...c^´
/e/c|^e.· //oe^/^.· /'e |c..|´^/e/^./c^.| ./|^e
uuu.e/c|^e.·.c^./´'c^e.·0
N A P K E T
F D C U S AP6ENTlNA
120
N A P K E T
F D C U S THAlLAN0
Cca^/// 3..·o/ca^J
Ccve(|nu T98,500 :uua(e m||e: |5T4,000 :uua(e
|||cmete(:), l|a||anc |: t|e |a(ue:t :tate |n t|e lncc-
C||ne:e cen|n:u|a lt |a: a cccu|at|cn cl 653 m||||cn
cl J||c| 95 ce(cent |: Bucc||:t /|mc:t a uua(te( cl
t|e cccu|at|cn |: unce( T5 vea(: c|c, a|t|cuu| t|e
mec|an aue |: excectec tc exceec 36 bv 20T5
l|a||anc |a: a CDP cl US 1596 b||||cn |ba:ec cn
cu(c|a:|nu ccJe( ca(|tv) anc excc(t: cve( US 1T05
b||||cn cl uccc: annua||v |nc|uc|nu text||e:, lcctJea(,
¦:|e(v c(ccuct: anc (ubbe( l|a||anc |: t|e Jc(|c:
numbe( cne (|ce excc(te(
/lte( en|cv|nu t|e Jc(|c: ||u|e:t u(cJt| (ate l(cm
T985-T995, |nc(ea:ec c(e::u(e cn t|e cu((encv |ba|t)
|ec tc a ¦nanc|a| c(|:|: |n T997 anc lc(cec t|e ucve(n-
ment tc lcat t|e cu((encv l|e ba|t (eac|ec |t: |cJe:t
cc|nt |n T998 anc t|e eccncmv Jent |ntc (ece::|cn
c(cmct|nu t|e J|ce( /:|an ¦nanc|a| c(|:|:
Fc||cJ|nu a||euat|cn: cl cc((uct|cn J|t||n t|e
S||naJat(a ucve(nment |n ea(|v 2006, an e|ect|cn
Ja: |e|c l|e cccc:|t|cn bcvccttec t|e e|ect|cn: anc
S||naJat(a Ja: (e-e|ectec len:|cn ccnt|nuec tc bu||c
anc |ec tc a m|||ta(v ccuc |ate( |n t|e vea( / neJ
ccn:t|tut|cn |a: ncJ been acc(cvec anc cemcc(at|c
e|ect|cn: a(e c|annec lc( Decembe( 2007
l|e t(ac|nu env|(cnment |: ccen J|t| nc |eu|:|at|cn
aua|n:t lc(e|un c|(ect |nve:tment, but c(cnv|:m anc
ve:tec |nte(e:t: :t||| c|av a ca(t |n bct| cub||c anc
c(|vate :ectc( cec|:|cn-ma||nu
|./·e/^o |^./c^^e^/ ^ !'.|.^J
l|a||anc |: a (e|at|ve|v (|c| ccunt(v ccmca(ec tc |t:
/:|an ne|u|bc(: l|e ave(aue annua| |cu:e|c|c |nccme
|nc(ea:ec bv cve( 25 ce(cent betJeen T990 anc T995
HcJeve(, t|e(e |: :t||| a |a(ue |neuua||tv |n |nccme J|t||n
t|e nat|cn
Ccn:ume( excenc|tu(e mc(e t|an ccub|ec betJeen
T990 anc 2000, anc t||: t(enc |: excectec tc ccnt|nue
ac(c:: a|| :ectc(: |n lutu(e l|e ma|n a(ea: cl excenc|-
tu(e a(e lccc, c|ct||nu, |cu:|nu anc t(an:cc(t
l|a| cecc|e |cve eat|nu anc a|Jav: ma|e :u(e t|at t|ev
|ave encuu| lccc tc clle( uue:t: t|at v|:|t t|e|( |cme,
J|ateve( t|me cl t|e cav Fccc |: excectec tc acccunt
lc( a|mc:t 30 ce(cent cl excenc|tu(e bv 20T5
C|ct||nu anc c(e::|nu Je|| a(e a|:c |mcc(tant tc l|a|
ccn:ume(: anc acccuntec lc( T2 ce(cent cl ccn:ume(
excenc|tu(e |n 2005
Hcu:e va|ue: ccub|ec betJeen T990 anc 2000
Due tc t|e vc|at||e natu(e cl t|e :tcc| ma(|et, a |cme
|: |nc(ea:|nu|v :een a: a :ecu(e, |cnu-te(m |nve:tment
t|at c(cv|ce: bette( (etu(n: t|an cu((ent ban| |nte(e:t
(ate: |anv neJ, |uxu(v |cu:|nu ceve|ccment: |ave
been bu||t
l|e ceve|ccment cl t|e l|a| ccmmun|cat|cn :v:tem |n
t|e T990: Ja: ext(eme|v :|un|¦cant |n t|e |nc(ea:e |n
ccn:ume( excenc|tu(e l|e acvancement cl t|e lnte(-
net anc |nc(ea:ec u:e cl mcb||e c|cne: Ja: |ev tc t|e
:ub:euuent u(cJt| |n t|e le|eccm: :ectc(
121
/t t|e enc cl 2006 t|e(e Ja: a 42 ce(cent cec||ne |n
acve(t|:|nu :cenc cue tc t|e |nt(ccuct|cn cl neJ (e:t(|c-
t|cn: cn a|cc|c| acve(t|:|nu l|e cu((ent tcta| mec|a :cenc
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S'./e c/ |eJ.
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'^.ae C'.||e^oe· /c/ |./·e/e/· ^ !'.|.^J
ln l|a||anc, b(anc :tatu: |nluence: t|e el¦c|encv cl
acve(t|:|nu /c: l(cm |eac|nu c( e:tab||:|ec b(anc:
a(e |||e|v tc e||c|t a mc(e cc:|t|ve (e:ccn:e /c: l(cm
neJ b(anc: can :t||| c(eate |mcact, but t|ev |ave tc
Jc(| |a(ce(
|eJ. |^./c^^e^/ ^ !'.|.^J
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c(cc |n u:aue anc cccu|a(|tv HcJeve(, u:e cl c|nema,
|n-:tc(e anc cutccc( mec|a |ave |nc(ea:ec |n (ecent
vea(: a: cecc|e ncJ :cenc t|e ma|c(|tv cl t|e|( t|me
cut cl t|e |cme /|t|cuu| lnte(net cenet(at|cn |:
:t||| ve(v |cJ ||e:: t|an T0 ce(cent), |t :|cJ: c(cm|:e
lc( t|e lutu(e a: t|e vcunue( uene(at|cn: u:e cl t|e
lnte(net |nc(ea:e:
N A P K E T
F D C U S THAlLAN0
Outcccr 5%
C|nema 5%
laµaz|ne 6%
Pac|c 7%
Trans|t 1.2%
ln-stcre 0.6%
Scu(ce ||nc:|a(e |l|a||anc)
Ba:ec cn :cenc Ba:ec cn a::umct|cn - nc cata ava||ab|e
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Channe| 5
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ce¦n|te|v au(ee
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l Jatc| lv eve(v cav
|v la|t| |: (ea||v |mcc(tant tc me
l en|cv :cenc|nu t|me J|t| mv lam||v
l (e|v cn |ea|t|v lccc
l u:ua||v ta|e ca(e cl mv |ea|t|
l ccnt |||e t|e |cea cl be|nu |n cebt
l (e|v cn lv tc |eec me |nlc(mec
Pecc|e (e|v tcc muc| cn lv lc( (e|axat|cn
lt |: |mcc(tant tc be Je|| |nlc(mec abcut t||nu:
Statement
l|a||anc |ec|a lncex 2007 |1u|v 2006 - 1une 2007) | Cccv(|u|t N|P 2007
C|cba| lCl |: cJnec bv ||||Ja(c B(cJn: :|:te( ccmcanv K|P
JJJtu|:u(vev:ccm Newspaper 17.2%
Tv 58%
122
!'.|.^J· !c0 /J.e//·e/· |2CC¯/
T Un||eve( |l|a|) Hc|c|nu:
2 /cvance lnlc Se(v|ce: PCL
3 lcvcta |ctc( l|a||anc
4 P(ccte( & Camb|e |l|a||anc)
5 Cc|uate-Pa|mc||ve |l|a||anc)
|e/.|^o ^ !'.|.^J
l|e (eta|| t(ace |n l|a||anc |: cne cl t|e mc:t
|mcc(tant eccncm|c :ectc(: |n t|e ccunt(v
l|e ce(|cc lc||cJ|nu t|e eccncm|c c(|:|: |a: |eav-
||v :|acec t|e lace cl t|e l|a| (eta|| t(ace l(ac|t|cna|
:ma|| |ncecencent (eta||e(: |ave u(acua||v been
(ec|acec J|t| mcce(n anc clten lc(e|un-cJnec, |a(ue
(eta|| c|a|n: Name: :uc| a: le:cc, Ca((elcu(, |a|(c
anc Fa:|nc |ave e:tab||:|ec a c(e:ence |n t|e
c|:ccunt lccc :ub:ectc(
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:a|e: |n t|e ccunt(v Ccnven|ence :tc(e:, :uc| a:
7-||even, a(e lcunc cn a|mc:t eve(v :t(eet cc(ne(
F(anc||:e cut|et: |ave :ta(tec tc ua|n cccu|a(|tv
amcnu neJ |nve:tc(: a: an a|te(nat|ve tc |ncecencent
:ma|| :tc(e:
l|e |a:t leJ vea(: |ave :een (ac|c u(cJt| lc( c|ct|-
|nu, |e|:u(e anc (ec(eat|cna| c(ccuct :cec|a||:t: l||:
|: excectec tc ccnt|nue a: t|e ucve(nment Jant:
tc c(cmcte l|a||anc a: an |nte(nat|cna| la:||cn c|tv
anc ma|c( ma(|t|me (ec(eat|cna| cente( l|e |eac|nu
(eta||e(: a(e |vce(ma(|et: anc ceca(tment :tc(e:,
bct| lc(e|un anc ccme:t|c l|e (eta|| env|(cnment |n
l|a||anc |: ||u||v ccmcet|t|ve anc ccmcet|t|cn |: |||e|v
tc |nten:|lv lu(t|e( J|t| t|e ucve(nment: ellc(t: tc
||be(a||.e t(ace
l|e l|a| (eta|| ma(|et |: ve(v cvnam|c anc t|e(e
|: :t||| cctent|a| lc( lu(t|e( u(cJt| a: t|e eccncmv
ccnt|nue: |t: (eccve(v l(cm (ece::|cn w|t| |t: |a(ue cccu-
|at|cn anc un:atu(atec ccn:ume( ma(|et, t|e ccunt(v |:
:t||| an att(act|ve ma(|et lc( (eta|||nu |nve:tment Bv 2008,
tcta| (eta|| :a|e: a(e excectec tc (eac| US 178 b||||cn
Neve(t|e|e::, cu(|nu t||: ce(|cc cl ||u| (eta|| u(cJt|, t|e
|nev|tab|e t(enc |: t|at t(ac|t|cna| (eta||e(: :uc| a: :ma||
'mcm anc ccc¨ :tc(e: anc Jet ma(|et: a(e u(acua||v
ma||nu t|e|( |((eve(:|b|e ex|t l(cm t|e l|a| (eta|| t(ace
l|ev |ave been (ec|acec bv a c|et|c(a cl neJ mcce(n
(eta||e(: J||c|, ce:c|te t|e|( nume(cu: c|lle(ence:, |ave
cne t||nu |n ccmmcn ||u| |eve|: cl |nncvat|cn, (eta|| tec|-
nc|cuv anc c(cle::|cna||:m
!0· /c/ /J.e//·e/·
l|a| cecc|e (e:ccnc Je|| tc ac: t|at |ave an ente(ta|n-
ment t|eme B(|u|t anc lunnv ac:, |n ca(t|cu|a(, a(e |||e|v
tc c(eate mc(e |mcact Yet l|a| ccn:ume(: |||e lunct|cna|
(ea::u(ance:, :c |nc|uc|nu c(ccuct |nlc(mat|cn, :uc| a:
|nu(ec|ent:, |: a|:c |mcc(tant /c: J||c| |ave cu(e|v emc-
t|cna| me::aue: tenc nct tc cc ca(t|cu|a(|v Je||, but t||:
cce: nct mean emct|cna| acve(t|:|nu cannct Jc(| v|:ua||v
ca::|ve tcne: a(e c|l¦cu|t tc cut t|(cuu|, even |l t|e ac |: lc(
an e:tab||:|ec b(anc
l|a||anc |: a (e|at|ve|v mc(e :cc||:t|catec c(cce::c( cl
acve(t|:|nu ccmca(ec tc |t: Scut|ea:t /:|an ne|u|bc(:
Ccmc|ex :t(uctu(e: |||e v|unette: can Jc(| a: can cve(t
cue: cl |umc( anc mu:|c l|a| cecc|e a|:c c(cce::
acve(t|:|nu |n u(eate( ceta|| anc a(e bette( at c|c||nu uc
:u:cencec na((at|ve: anc nuance:tJ|:t:
|e/ |||u./J 3/cu^ |e//.·
Ccunt(v /ve(aue
lnvc|vement
5.02
/wareness
lncex
5
Persuas|cn
31%
Lnjcvment
3.76
N A P K E T
F D C U S THAlLAN0
123
September 2007
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0e c//e/eJ //·/ 0/ /'e /ca^oe·/ 0e/·c^
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·'./eJ .^c^o·/ /'e 0./// /c/^.||/ e..' 0e/·c^ ^ /'e 0./// c/Je/·
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· uuu^/.oc/' · /'e we0 ·/e c/ /'e |^·/// c/ |c/eo^ ///./· .^J
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N A P K E T
F D C U S THAlLAN0
124
Cca^/// 3..·o/ca^J
Pc|anc |: t|e |a(ue:t anc mc:t ceve|ccec cl t|e T0
Cent(a| anc |a:te(n ccunt(|e: t|at |c|nec t|e |U |n
|av 2004
l|e cac|ta| c|tv |: wa(:aJ anc 90 ce(cent cl Pc|anc:
385 m||||cn cccu|at|cn |: Cat|c||c l|e cu((encv |: t|e
/|ctv |PLN), a|t|cuu| Pc|anc |: ma||nu c(eca(at|cn:
tc meet t|e :tab|||tv c(|te(|a tc accct t|e |u(c l|e(e
a(e cu((ent|v betJeen T anc 2 m||||cn Pc||:| cecc|e
||v|nu ab(cac
/t t|e enc cl wc(|c wa( ll, Pc|anc came unce( Scv|et
ccnt(c| Fc||cJ|nu t|e la|| cl ccmmun|:m |n T989,
Pc|anc :ucce::lu||v mace t|e t(an:|t|cn l(cm a
cent(a||v-c|annec eccncmv tc a ma(|et c(|entatec
cne Pc|anc ncJ |a: a :tab|e ca(||amenta(v cemcc-
(acv l|e |eac cl :tate |: t|e c(e:|cent J|c |: c|(ect|v
e|ectec lc( a ¦ve-vea( te(m anc mav :e(ve cn|v tJ|ce
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Pc|anc |a: cne cl t|e ||u|e:t numbe( cl |a|e: |n t|e
Jc(|c lt a|:c |a: 23 nat|cna| ca(|:, J||c| ccve( T
ce(cent cl t|e ccunt(v: a(ea - :|x cl J||c| |ave been
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1c|n|nu t|e |U c(cv|cec a ma|c( bcc:t tc t|e Pc||:|
eccncmv Du(|nu uua(te( cne cl 2007, Pc|anc:
eccncmv exce(|encec t|e mc:t (ac|c u(cJt| |n T0
vea(: Hcu:e|c|c |nccme: |ave (|:en at a :teacv
c|ace anc ave(aue mcnt||v Jaue: a(e US 1T,05T
Pc|anc |a: :ulle(ec l(cm a ||u| unemc|cvment (ate
|n (ecent vea(: HcJeve(, t|an|: tc :t(cnu u(cJt| |n
|abc( cemanc, t|e (ate |a: cec||nec anc |: cu((ent|v
T2 ce(cent - t|e |cJe:t |eve| |n e|u|t vea(:
One cl t|e ma|c( ccnt(|butc(: tc u(cJt| |: c(|vate
ente(c(|:e Pc|anc: c(|vate :ectc( ccn:t|tute: cve( 60
ce(cent cl t|e CDP anc emc|cv: 70 ce(cent cl t|e
tcta| |abcu( lc(ce ln 2006 a|cne, 300,000 neJ |cb:
Je(e c(eatec |n t|e c(|vate :ectc(
Unce( ccmmun|:m Pc|anc Ja: an |mcc(tant cente(
lc( :tee|, cca| anc :||cbu||c|nu anc tccav ccnt|nue: tc
be a :|.eab|e |ncu:t(|a| c(ccuce( ln 2005, |ncu:t(|a|
:a|e: amcuntec tc US 1205 b||||cn Fccc anc |ncu:-
t(|a| mac||ne(v a(e t|e |a(ue:t :ectc(:
Pc|anc |: cne cl t|e |a(ue:t (ec|c|ent: cl lc(e|un c|(ect
|nve:tment |n |a:te(n |u(cce - |n 2006 a|cne, Pc|anc
:ecu(ec cve( US 1T0 b||||cn |nve:tment l(cm cve(:ea:
l|e ma|c( a(ea: cl |nve:tment a(e manulactu(|nu,
|nc|uc|nu autcmct|ve, c|a(maceut|ca|: anc c|em|ca|:
Pc|anc: ma|c( excc(t ma(|et: a(e Ce(manv, F(ance,
lta|v anc t|e UK
'^.ae C'.||e^oe· /c/ |./·e/e/· ^ |c|.^J
S|nce |c|n|nu t|e |U, Pc|anc |a: lacec manv neJ
ma(|et|nu c|a||enue: w|t| a(cunc 70 ce(cent cl
Pc|anc: excc(t: ce:t|nec lc( |U ma(|et:, Pc||:|
ccmcan|e: |ave tc |nc(ea:e t|e|( ma(|et|nu act|v|t|e:
|n c(ce( tc ccmcete J|t| :t(cnu lc(e|un b(anc:
N A P K E T
F D C U S PDLAN0
125
!c0 1C |/e·//|e S/./e^e^/· ^ |c|.^J
!c0 |eJ. 0a/|e/· ^ |c|.^J

|c|.^J· !c0 /J.e//·e/· |2CC¯/
T Un||eve(
2 Pc|:|a le|elcn|a Cvl(cJa
3 P(ccte( & Camb|e
4 PlK Cente(te|
5 Pc||cmte| S/
|eJ. |^./c^^e^/ ^ |c|.^J
le|ev|:|cn |: t|e ma|n acve(t|:|nu mec|um |n Pc|anc
Pc||:| lv clle(: :cme cl t|e |ea:t excen:|ve acve(t|:-
|nu |n |u(cce, J||c| ma|e: |t acce::|b|e even tc :ma||
bu:|ne::e: l||: |a: cau:ec a c(cc |n (evenue: l(cm
c(e:: anc cutccc( acve(t|:|nu a: acve(t|:e(: abanccn
t|em |n lavc( cl lv
Fc||cJ|nu c(e::u(e l(cm t|e mec|a, bee( ac: |ave
been a||cJec cn lv l(cm 8 |n t|e even|nu ln (etu(n,
bee(: ac: ncJ lace a :cec|a| T0 ce(cent tax J||c| |:
u:ec tc lunc c|||c(en: :cc(t Outccc( acve(t|:|nu |a:
:ulle(ec cue tc va(|cu: |eua| (e:t(|ct|cn: |mcc:ec cn
acve(t|:|nu, |nc|uc|nu a ban cn cutccc( tcbaccc anc
bee( acve(t|:|nu
N A P K E T
F D C U S PDLAN0
/ve(t|:|nu bucuet: a(e c(ec|ctec tc |nc(ea:e bv T9% |n 2007
|nct |nc|uc|nu t|e lnte(net)
Te|ev|s|cn
TvP1
TvP2
Pc|sat
TvN
Tv4
Newspaper
Cazeta wvbcrcza
Fa|t
Super Lxpress
Dz|enn||
Pzeczpcspc||ta
laµaz|nes
C|auc|a
Twcj Stv|
Czterv Katv
O||v|a
Pcracn|| Dcmcwv
web s|tes
Cccµ|e.p|
Onet.p|
/||eµrc.p|
w|rtua|naPc|s|a.p|
lnter|a.p|
57.6%
55.3%
53.8%
48.8%
47.2%
44.5%
41.1%
39.2%
37.5%
37.0%
% cecc|e J|c
ce¦n|te|v au(ee
l ccnt |||e t|e |cea cl be|nu |n cebt
l Jc((v abcut v|c|ence anc c(|me
l t||n| |t |: |mcc(tant tc |ave a |a:t|nu (e|at|cn:||c
J|t| cne ca(tne(
we u:ua||v |ave a lam||v mea| cn Suncav:
l en|cv :cenc|nu t|me J|t| mv lam||v
|v lam||v |: mc(e |mcc(tant tc me t|an mv ca(ee(
lcc manv cl t|e c(cu(amme: cn lv a(e (eceatec
l |||e tc |ave a c|(c|e cl c|c:e l(|enc: J|c :uccc(t
me |n |a(c t|me:
/|| cac|au|nu :|cu|c be (ecvc|ab|e
Oua||tv |: mc(e |mcc(tant t|an uuant|tv
Statement
Scu(ce Pc|anc lCl 2006
C|cba| lCl |: cJnec bv ||||Ja(c B(cJn: :|:te( ccmcanv K|P JJJtu|:u(vev:ccm
Penet(at|cn |%)
U:e(: |||)
lcb||e
Phcne
68
20.5
|cu:e|c|c:
Tv
95
12`
Ccmputer
Ownersh|p
47.2
14.2
lnternet
/ccess
40
12
Brcac-
banc
23.4
3`
126
|e/.|^o ^ |c|.^J
Le:: ccnce(n abcut unemc|cvment anc t|e |nc(ea:e |n
|cu:e|c|c |nccme |a: |ec tc a :teacv (|:e |n cu(c|a:-
|nu ccJe( |n Pc|anc Pc|anc: (ecent acce::|cn tc t|e
|U |a: |nc(ea:ec bu:|ne:: anc ccn:ume( ccn¦cence,
J||c| |a: lu(t|e( :t(enut|enec t|e (eta|| env|(cnment
Peta|| :a|e: |nc(ea:ec bv T5 ce(cent vea(-cn-vea(
|n 2007 l|e ||u|e:t u(cJt| Ja: |n ca(:, mctc(cvc|e:
anc :ca(e ca(t:, a: Je|| a: text||e:, acca(e|, auc|c-
v|:ua| euu|cment anc |cu:e|c|c acc||ance:
l|e c|ct||nu ma(|et |: :t||| |n t|e ea(|v :taue: cl
ceve|ccment - t|e ave(aue Pc||:| ccn:ume( :cenc:
cn|v |a|l a: muc| cl t|e|( |nccme cn c|ct||nu a: ct|e(
|u(ccean ccunt(|e: l|e mc:t ce:|(ab|e b(anc: a(e
t|c:e J||c| a(e nct cu((ent|v ava||ab|e |n Pc|anc,
:uc| a: C/P c( lcmmv H||¦ue(
Ncn-u(cce(v (eta|||nu |: exce(|enc|nu u(cJt| a:
c(cmct|cna| :t(ateu|e: enccu(aue t|e Pc||:| tc :cenc
an |nc(ea:|nu amcunt cl mcnev cn c|ct||nu, |ea|t|
anc beautv c(ccuct: anc lu(n|tu(e
l|e numbe( cl c|:ccunt :tc(e: |a: ccub|ec a:
Pc||:| ccn:ume(: abanccn cccu|a( b(anc: lc(
c|eace( a|te(nat|ve:
!0· /c/ /J.e//·e/·
l|e acve(t|:|nu ma(|et |n Pc|anc |: :t||| ccm|natec bv
t(ac|t|cna| mec|a, nctab|v te|ev|:|cn /t t|e :ta(t cl
cemcc(at|c t(an:lc(mat|cn anc ma(|et t(an:|t|cn |n t|e
ea(|v T990:, t|e mc:t cccu|a( ac: accea|ec tc (at|cna|
ccn:ume( c|c|ce: Ove( t|e |a:t leJ vea(: t|e(e |a: been
an |nc(ea:e |n |maue-bu||c|nu acve(t|:|nu tc c(eate an
emct|cna| amb|ance a(cunc b(anc:, clten |ncc(cc(at|nu
|umc( ln (ecent vea(: cn||ne acve(t|:|nu |a: exce(|encec
t|e ||u|e:t u(cJt| |n acve(t|:|nu excenc|tu(e |cve( 50
ce(cent ce( annum)
|e/ |||u./J 3/cu^ |e//.·
N A P K E T
F D C U S PDLAN0
Ccunt(v /ve(aue
lnvc|vement
4.84
/wareness
lncex
5
Persuas|cn
17
Lnjcvment
3.66
127
128
November 2007
N A P K E T
F D C U S PDLAN0
|a^ |../· .^J !/..
· |c|.^J '.· ^.^/ /..Je^/ /u./J u^^e/· ^.|aJ^o |c^.^ |c|.^·· u'c
J/e./eJ /'e |.^·/ .^J |e./' .^J /'e |.Je^ 1.^a·· |.^^·· u'c uc^
/'e /..Je^/ /u./J /c/ 3e·/ C^e^./co/.0'/ /c/ S.'^J|e/· |·/ .^J S..^o
|/../e |/.^ .^J /0o^eu |/0.·/^·· /'e |c|·' /|^^.·e/ u'c '.· .|·c
./e./eJ ^a·. .Jec· /c/ .//·/· ^.|aJ^o |.· 1.ooe/ S^0|e |^J· )c·c
0^c |ca |eeJ .^J 1c'^ |e^^c^
· |.^^. Sa.·c.·. u.· e|e./eJ |c|.^J· //·/ /e^.|e |/^e |^·/e/ ^ 1992
S'e u.· /'e c^|/ uc^.^ ^ 'e/ e^//e .c.|/c^ oc.e/^^e^/
· |ec0|e ·/.// uc/· e./|/ ^ |c|.^J 0e/uee^ o .^ .^J S .^
· !'e |c|·' oc.e/^^e^/ '.· .00/c.eJ . ^eu /c.J .c^·//a./c^ .^J
^cJe/^·./c^ 0/co/.^ u'.' ^.|aJe· . ^a^0e/ c/ ^eu ^c/c/u./· .^J
e·0/e··u./· 0.e/ 'S $4' 0||c^ u|| 0e ^.e·/eJ c.e/ /'e ^e·/ /.e /e./·
· !'e !.//. ^ca^/.^· 0.// c/ /'e C./0./'.^· |e ^ /'e ·ca/' c/ /'e .ca^///
.^J /'e 'o'e·/ 0e.· |/·/ ·/.^J· ./ 2499 ^e/e/· .0c.e ·e. |e.e|
· !'e |c|·' ^c^/'· '..e ^/e/e·/^o ^.^e· /0/| · |ue.e^ u'.'
^e.^· /cue/· 1a|/ · |0e. u'.' //.^·|./e· ^/c |^Je^ //ee Se0/e^0e/
· w/·e·e^ u'.' ^e.^· 'e./'e/ .^J /c.e^0e/ · |·/c0.J u'.' ^e.^·
/.||^o |e..e·
· /^ |c|.^J ^c·/ 0ec0|e .e|e0/./e /'e/ ^.^e J./· /./'e/ /'.^ /'e/
0//'J./· / ^.^e J./ · JeJ../eJ /c /'e 0.//.a|./ ·.^/ .//e/ u'c^
. 0e/·c^ · ^.^eJ
· /^ 1911 |./. S·|cJcu··.-Ca/e /coe/'e/ u/' 'e/ 'a·0.^J |e//e Ca/e
ue/e .u./JeJ . /c0e| |/·e ^ 0'/·.· ^ /e.co^/c^ c/ /'e/ c^/ /e·e./.'
c^ /.J./c^ u/' |/c/e··c/ |e^/ 3e..ae/e| S'e u.· /'e //·/ uc^.^ /c 0e
.u./JeJ /'e 0/·e |o'/ /e./· |./e/ ·'e /e.e.eJ /'e /c0e| |/·e ^ C'e^-
·/// /c/ ·e/..e· /c /'e .J..^.e^e^/ c/ .'e^·/// 0/ /'e J·.c.e// .^J
.'./../e/·./c^ c/ /'e e|e^e^/· /.Ja^ .^J 0c|c^a^ S'e · c^e c/ c^|/
/uc 0ec0|e /c '..e uc^ /c0e| |/·e· ^ /uc J//e/e^/ /e|J·
· !'e uc/J |c|e ^e.^· /e|J ^ |c|·' // · 0e|e.eJ /c 0e Je/.eJ //c^ /'e
^.^e c/ .^ .^.e^/ //0e ..||eJ |c|.^e u'.' o/eu .e/e.|· c^ c0e^ |.^J
^ |c|.^J

· |c|·' .a·^e · 0.·eJ c^ 'o'-..|c/e 0c/· .e.| .^J 0ca|/// |c0a|./ J·'e·
^.|aJe ·.··.^·. |0|..· 0aJJ^o/ u/' .00|e· ·^c·eJ ee| /eJ 0c/·.'
|0ee//cc/ ·ca0/ 0oc· |..00.oe ·/eu u/' ../ca· ^e./· .^J ·0.e·/
0e/co |/||eJ Ja^0|^o·/ 0.·eJ .'ee·e..·e .^J ··e| |·/./.' e||// ^.Je
u/' ./.^0e//e·
· Oe^e/.||/ ^ |c|.^J /e·/.a/.^/· Jc ^c/ ^.|aJe . ·e/..e .'./oe ^ /'e 0||
· |c|.^J '.· . |c^o '·/c// c/ .cJ·. 0/cJa./c^ J./^o 0..· /c /'e
^JJ|e .oe· !'e/e ./e ^.^/ 0/.^J· ...|.0|e ^.|aJ^o /a0/cu·. .
J// 'e/0-/..c/eJ .cJ·. J·/||eJ //c^ //e /c|.J·cu. . 0//e/-·uee/
.cJ·. ^.Je //c^ J/eJ //a/· 'e/0· .^J /cc/· .^J 3.|. |.^. .^
a^/..c/eJ .cJ·.
!c 3a/
· S|.e/ 0/cc.'e· ^e.·|..e· .^J e.//^o· \cJ·. · ...|.0|e ^ ^.^/
J//e/e^/ /..c/· |c//e// 0/e//|/ Je.c/./eJ 0|ae .^J u'/e /e. ·e/·
· \·/ |/.·cu· C'/·/^.· ^./·e/ 'e|J ^ /'e |/^e· /'e c|J /cu^· 'aoe
^./·e/ ·.a./e wccJe^ ·/.||· ·e|| . ../e// c/ //.J/c^.| u./e· .^J
Je|...e· //c^ .|| c.e/ /'e /eoc^
'·e/a| |^··
|c|.^J· |./oe·/ ./e·
· w./·.u a^u./··.u.0|
· |/..cu uuu·/.·cu0|
· w/c.|.u uuuu/c.|.u0|
· OJ.^·· uuuoJ.^··0|
· |c·^.^ uuu0c·^.^0|
|c|·' ^./c^.| 0./··
· /.·c0.^e uuu·.·c0.^e0|
· 3e0/·.·· uuu0e0/·.c/o0|
· 3.|cue·· uuu00^.c^0|
·
·
129
N A P K E T
F D C U S
SDUTH
KDPEA
Cca^/// 3..·o/ca^J
Scut| Kc(ea |: :|tuatec cn t|e Kc(ean Pen|n:u|a lt cn|v
bc(ce(: cne ccunt(v - Nc(t| Kc(ea anc |: :eca(atec
l(cm C||na anc 1acan bv t|e Ye||cJ Sea anc Kc(ean
St(a|u|t (e:cect|ve|v
One uua(te( cl |t: 48 m||||cn cccu|at|cn ||ve |n Secu|
/|t|cuu| Scut| Kc(ea |: cne cl t|e mc:t cccu|cu:
anc cen:e|v cccu|atec a(ea: cn t|e c|anet, |t |a: t|e
|cJe:t le(t|||tv (ate |n t|e ceve|ccec Jc(|c, J|t| a
cccu|at|cn u(cJt| (ate cl 039 ce(cent
Scut| Kc(ea |a: t(an:lc(mec |t:e|l l(cm cne cl t|e
Jc(|c: b|uue:t cebtc(: tc t|e T4t| |a(ue:t eccncmv |n
t|e Jc(|c |accc(c|nu tc t|e l|F), J|t| ave(aue (ea| CDP
u(cJt| ave(au|nu at 7 ce(cent :|nce T970 /lte( lac|nu
(u|n cu(|nu t|e /:|an ¦nanc|a| c(|:|: |n T997, Scut|
Kc(ea |mc|ementec ccmc(e|en:|ve (elc(m ac(c:: t|e
¦nanc|a|, cc(cc(ate anc |abc( :ectc(: tc |av t|e lcunca-
t|cn: lc( t|e ccunt(v: |cnu-te(m u(cJt| lt |: ncJ cne
cl t|e mc:t :c|ent|¦ca||v anc tec|nc|cu|ca||v acvancec
ccunt(|e: Scut| Kc(ea |a: t|e la:te:t lnte(net ccnnect|cn
:ceec anc :eccnc ||u|e:t cenet(at|cn cl b(cacbanc |n
t|e Jc(|c
|cucat|cn |: u|ven ||u| |mcc(tance l|e ||te(acv (ate
anc 90 ce(cent :c|cc| en(c|ment |eve| a(e t|e ||u|e:t
|n Nc(t|ea:t /:|a
|./·e/^o |^./c^^e^/ ^ Sca/' |c/e.
ln |e:: t|an tJc uene(at|cn:, Scut| Kc(ea |a: e:tab-
||:|ec |t:e|l a: cne cl t|e Jc(|c: |eac|nu :||cbu||ce(:
anc manulactu(e(: cl ve||c|e: anc e|ect(cn|c: |c(e
(ecent|v t|e(e |a: been a :||lt tcJa(c: t|e :e(v|ce
:ectc(, J||c| ncJ acccunt: lc( cve( |a|l cl t|e CDP
anc tJc-t||(c: cl emc|cvment C|ven t|e ccunt(v:
ecucatec |abc( lc(ce, t|e(e |: ccn:|ce(ab|e cctent|a|
lc( bcc:t|nu t|e ban||nu, ¦nance, |n:u(ance anc
(eta|| :ectc(:
Bu:|ne:: |: ccm|natec bv a(cunc T5 |a(ue, lam||v cJnec
ccnu|cme(ate: |ncJn a: c|aebc| |c(cncuncec c|av
bc|), J||c| |nc|uce Sam:unu, DaeJcc, LC anc t|e
Hvunca| |ctc( Ccmcanv
!c0 |/e·//|e S/./e^e^/· ^ Sca/' |c/e.
% cecc|e J|c
ce¦n|te|v au(ee
l ccnt |||e t|e |cea cl be|nu |n cebt
HcJ tc :cenc |: mc(e |mcc(tant t|an |cJ tc ea(n
w|en l neec |nlc(mat|cn l :ea(c| t|e lnte(net
|en |ave tc cc lam||v alla|(: |||e c|:|Ja:||nu
anc c|ean|nu
l Jant tc be t|e be:t |n mv ¦e|c
l |||e tc ma|nta|n ceec (e|at|cn:||c: J|t| lam||v
anc l(|enc:
l t||n| cne: Jea|t| cecenc: cn |cJ |a(c
cne Jc(|:
lt: |mcc(tant tc ccnt|nue |ea(n|nu neJ t||nu:
t|(cuu|cut vcu( ||le
Fam||v |: mc(e |mcc(tant t|an mv:e|l
Statement
Kc(ea |ec|a lncex 2006
C|cba| lCl |: cJnec bv ||||Ja(c B(cJn: :|:te( ccmcanv K|P JJJtu|:u(vev:ccm
41
29
25
22
22
22
21
20
15
130
SDUTH
KDPEA
Scut| Kc(ea |: t|e Jc(|c: T3t| b|uue:t ac ma(|et
|w/PC, 2006) lv anc neJ:cace(: ccmmanc 72 ce(cent
cl ma(|et :|a(e HcJeve(, cue tc t|e ||u| lnte(net
cenet(at|cn, bct| auc|ence: anc acve(t|:e(: |ave
beuun tc m|u(ate tc t|e lnte(net NeJ:cace( (eac-
e(:||c |: ||u| - t|e(e a(e mc(e t|an T00 nat|cna|
anc |cca| ca|||e:, but t|e ave(aue t|me :cent (eac|nu
neJ:cace(: |a: la||en |n (ecent vea(: lnte(net ac-
ve(t|:|nu |a: :|cJn :ub:tant|a| u(cJt| - t|e(e Ja: a
¦ve-lc|c (|:e |n cn||ne ac :cenc betJeen 2000 anc
2005 Pa|c-lc( :ea(c| acve(t|:|nu |: t|e la:te:t u(cJ|nu
a(ea, J||c| :|cJec an annua| ua|n cl 80 ce(cent |n
2005 ln 2002, |et(c |a ca||v l(ee cace( lc( ccmmut-
e(:) |aunc|ec |n Secu| anc |a: :|nce |nt(ccucec ¦ve
l(ee neJ:cace(:, J||c| |ave allectec t(ac|t|cna| c(|nt
c|(cu|at|cn:
Sca/' |c/e.· !c0 /J.e//·e/·
T Sam:unu ||ect(cn|c:
2 SK le|eccm
3 KlF
4 /lC
5 LC ||ect(cn|c:
'^.ae C'.||e^oe· /c/ |./·e/e/· ^ Sca/' |c/e.
Becau:e manv ccmcan|e: cc nct |ave an |nteu(atec
acc(cac| tc ma(ccmm:, acve(t|:|nu, c(cmct|cn, PP
anc c|(ect ma(|et|nu, c(c|ect: a(e clten cev|:ec |n
|:c|at|cn l(cm cne anct|e( l||: ma|e: |t ve(v c|l¦cu|t
tc |mc|ement an ellect|ve c(c:: mec|a camca|un
Bu:|ne:: |: lccu:ec cn ma||nu c(c¦t |n t|e :|c(t
te(m anc t|e cutccme l(cm |nc|v|cua| ceca(tment:
l|e(elc(e, t|e(e |: a b|u c|lle(ence |n t|e (eccun|t|cn
cl (e:ea(c| (e:u|t: betJeen t|e auencv anc t|e c||ent
lt can be |a(c J|en t|e c|(ect c||ent cl t|e (e:ea(c|
auencv cce:nt |ave t|e ccJe( tc ma|e
ccmcanv-|eve| cec|:|cn:

l|e c|aebc|: ccm|nate t|e |cca| ma(|et tc :uc| an
extent t|at nct cne lc(e|un ccmcanv leatu(e: |n t|e
tcc T0 acve(t|:e(: |n Scut| Kc(ea La(ue mu|t|nat|cna|
acve(t|:e(: ¦nc t|e|( ac bucuet: cJa(lec bv t|e:e
|cca| ccmcet|tc(: - |n 2000 Sam:unu :cent a: muc|
cn lv acve(t|:|nu a: t|e tcc ¦ve |nte(nat|cna|
acve(t|:e(: ccmb|nec
N A P K E T
F D C U S
|eJ. |^./c^^e^/ ^ Sca/' |c/e.
Penet(at|cn |%)
U:e(: |||)
lcb||e
Phcne
80
11.5
Tv
95+
13.7
Ccmputer
Ownersh|p
81+
11.7
lnternet
/ccess
80
11.5
Brcac-
banc
79
11.3
Te|ev|s|cn
KBS
lBC
SBS
Newspaper
Chcsun
Dcnµa
1ccnµanµ
laµaz|nes
wcman Sense
wcman 1ccnµanµ
wcman l|fe
wcman Dcnµa
web s|tes
Naver
Daum
Yahcc
|eJ. |^./c^^e^/ ^ Sca/' |c/e.
131
|e/.|^o ^ Sca/' |c/e.
ln t|e ca:t, Scut| Kc(ean (eta|| ma|n|v ccn:|:tec cl
t(ac|t|cna| ma(|et: anc :ma|| :tc(e: nea( tc cecc|e:
|cme: La(ue :|ccc|nu ma||: anc ccnven|ence :tc(e:
ncJ ccm|nate t|e |a(ue( c|t|e: J|e(e vcunue( :ect|cn:
cl t|e cccu|at|cn a(e ccncent(atec Pecent acc|t|cn: tc
t|e t(ac|t|cna| ma(|et: |n t|e Dcnucaemccn c|:t(|ct cl
Secu| |nc|uce t|e ||u||c(e anc Dcc:an lcJe( c|ct||nu
ma||: l|e:e ma||: a(e ve(v cccu|a( J|t| vcunu cecc|e
|cc||nu lc( t|e |ate:t t(enc: - t|e (e:tau(ant:, uvm,
t|eate(, a(cace, anc ma(|et a(ea |ave mace |t a cccu-
|a( meet|nu c|ace Pu(a| a(ea: anc :ma||e( c|t|e:, J||c|
|ave an c|ce( cccu|at|cn, a(e :t||| ccm|natec bv |cca|,
t(ac|t|cna| ma(|et:
Due tc t|e ||u| cenet(at|cn cl t|e lnte(net |n Scut|
Kc(ea, manv ccmcan|e: |ave c|c:en tc |nt(ccuce neJ
c(ccuct: anc b(anc: v|a t||: c|anne| ln:u(ance c(cc-
uct:, |n ca(t|cu|a(, |ave (ecent|v been :c|c exten:|ve|v
cn||ne /: a (e:u|t, ncn-:tc(e (eta|||nu |a: been bccm-
|nu, ac||ev|nu ccub|e-c|u|t u(cJt| (ate: lnte(net (eta||
|: excectec tc ccnt|nue u(cJ|nu lc( :cme t|me cue tc
t|e c(eva|ence cl tJc |nccme lam|||e:
/: t|e u:e cl mcb||e c|cne: |nc(ea:e: anc mcb||e
c|:t(|butc(: anc vencc(: cc||abc(ate |n t|e|( ma(|et-
|nu act|v|t|e:, t|e(e |: cctent|a| lc( lu(t|e(, but :|cJe(
u(cJt| |n t|e te|eccm: :ectc(
!0· /c/ /J.e//·e/·
/n e:t|matec 35 ce(cent cl t|e cccu|at|cn (euu|a(|v
c|av cn||ne uame: |n Scut| Kc(ea - Sta(c(alt be|nu t|e
mc:t cccu|a( ln lact, |t |a: beccme :c cccu|a( t|at
c(cle::|cna| team: ncJ c|av |n a te|ev|:ec c(c |eauue
J|t| ma|c( :ccn:c(: |nc|uc|nu LC anc /c|ca: l|e:e
e|ect(cn|c :cc(t: c(e:ent ccmcan|e: J|t| a u(eat
cccc(tun|tv lc( ma(|et|nu, ca(t|cu|a(|v tc vcunu cecc|e
/|| b(cacca:t lv anc (ac|c ac :a|e: a(e ccnt(c||ec bv
KOB/CO |Kc(ean B(cacca:t|nu /cve(t|:|nu Cc(cc(a-
t|cn) - a ncn-ucve(nmenta| c(uan|.at|cn
KOB/CO |: a nct-lc(-c(c¦t c(uan|.at|cn :c anv
c(cceec: a(e lec bac| tc t|e cub||c v|a c(uan|.at|cn:
(e|atec tc cu|tu(e, t|e a(t: anc b(cacca:t|nu /||
acve(t|:|nu c(|ce: a(e ¦xec anc auenc|e: anc
acve(t|:e(: |ave nc ccntact J|t| t|e lv :tat|cn:
J|en cu(c|a:|nu a|(t|me De:c|te cve(-cemanc,
acve(t|:|nu :|ct: a(e l(euuent|v unce(:c|c tc |eve|: cl
uc tc 20 ce(cent w|en cemanc cut:t(|c: :ucc|v,
KOB/CO lc(ce: acve(t|:e(: tc cut t|e|( ccmme(c|a|
|enut|: anc |n ca:e: cl cve(bcc||nu, KOB/CO |a:
(ecent|v |nt(ccucec a cc||cv tc c(cc ac: l(cm ||u|
cemanc :|ct: u:|nu a (ctat|cn :v:tem

|e/ |||u./J 3/cu^ |e//.·
Ccunt(v /ve(aue
lnvc|vement
4. 13
/wareness
lncex
5
Persuas|cn
2.72
Lnjcvment
3.50
SDUTH
KDPEA
N A P K E T
F D C U S
132
0ecember 2007
|a^ |../· .^J !/..
· Sca/' |c/e.· /CSc// · /'e |./oe·/ ^Je0e^Je^/ c^|^e o.^^o .c^0.^/
^ /'e uc/|J
· Sca/' |c/e. 0/cJa.e· . 'S $SC ^||c^ .e··e| e.e// /ca/ uc/·^o J./·
· !'e/e ./e ^c/e /'.^ 24CCC ./0e/../e· ^ Sca/' |c/e.
· /^ .^ e//c// /c ^./e.·e /'e 0//' /./e .^J /eJa.e /'e ·//.^ c^ ·c..| ue|/./e
·/·/e^· /'./ .^ .o^o 0c0a|./c^ u|| ./e./e /'e oc.e/^^e^/ .^^ca^.eJ ^
1.^a.// 2CC¯ /'./ / u|| c//e/ J·.ca^/· c^ e|e.//.// 0||· /c/ /.^|e· u/'
/'/ee c/ ^c/e .'|J/e^
· /^ 2CCJ /'e /./c^.| /··e^0|/ .00/c.eJ |eo·|./c^ /c /eJa.e /'e ··-J./
uc/·^o uee· /c /.e J./·
· !.e·uc^Jc . ^.//.| .// c/o^./^o ^ |c/e. c//..||/ 0e..^e .^ 0|/^0.
·0c// ^ 2CCC
· !'e Je^|/./·eJ ·c^e 0e/uee^ Sca/' .^J /c//' |c/e. · /'e uc/|J· ^c·/
'e..|/ /c///eJ //c^/e/
· Seca|· ^./·e/ ./e. '.· 2o ·'c00^o ^.||· JCCCC ·0e..|·/ ·'c0· .^J
c0e^· //c^ 1CJC .^ /c ' .^
!c0 !0·
· !'e ^c·/ 0c0a|./ ·o'/·ee^o 0|..e· ^ |c/e. ./e /'e ^./c^.| 0./·· |Sa|.·
|.||. .^J O/ |ca^/.^·/ .^.e^/ 0.|..e· ||ec··aoa^o .^J |/a^o0c·-
oa^o/ 3aJJ'·/ /e^0|e· ||.e^·. 3a|oa··. .^J 3a0a·./ .^J 0e..'e·
||/a^o0cJ.e |.eucc^J.e .^J /'c·e c^ 1ea /·|.^J/
· |eoa|./ 0a·e· /a^ //c^ /^.'ec^ ^./c^.| ./0c// /c Seca| !'e/e ./e ·a0-
u./· ^ /'e |./oe ./e· c/ Seca| /^.'ec^ Sauc^ C'ec^.^ 3a·.^ |u.^oa
|.eoa .^J |.ea^
|./^o 0a/
· Sca/' |c/e.^ .a·^e · 0.·eJ c^ ^ccJ|e· /.e .eoe/.0|e· .^J ^e./ |c0a-
|./ |c/e.^ J·'e· ^.|aJe |^.' |. J·' .c^/.^^o /e/^e^/eJ ·e.·c^eJ
.eoe/.0|e·/ 3a|oco |. 0ee/ J·' ^.Je a·^o /'^ ·|.e· c/ ·/|c^ ·/e.· ^./-
^./eJ u/' ·c/ ·.a.e .^J ·ao.// .^J 30^0.0 |/.e /c00eJ u/' .eoe/.0|e·
0ee/ . //eJ eoo .^J .'| 0e00e/ 0.·/e/ |.e// ^e.| · ...c^0.^eJ 0/
^.^/ ·Je J·'e· |0.^.'.^/
!c 3a/
· O^·e^o //.J/c^.| |.ac/· uccJe^ occJ· 0c//e// .^J eue|//
· \·/ Sca/' |c/e.· ^./·e/· /c/ . //.J/c^.| |c/e.^ ·'c00^o
e·0e/e^.e
· !'e /^·.Jc^o ./e. '.· 0ee^ Seca|· .e^//e c/ .a|/a/e /c/ .e^/a/e·
\·/ /· ^.^/ .^/.ae ·/c/e· .// o.||e/e· .^J //.J/c^.| /e. .^J
.c//ee ·'c0·
'·e/a| |^··
· |c/e.^ !ca/·^ uuu·^/cc/·/
· |c/e.^ 0.e/·e.· /^/c/^./c^ Se/..e uuu·c/e.^e/
SDUTH
KDPEA
N A P K E T
F D C U S
133
N A P K E T
F D C U S
CZECH
PEPUßLlC
Cca^/// 3..·o/ca^J
l|e C.ec| Pecub||c |: a |anc|cc|ec ccunt(v |n Cent(a|
|u(cce l|e |ncecencent (ecub||c cl C.ec|c:|cva||a
Ja: c(eatec |n T9T8, lc||cJ|nu t|e cc||ac:e cl t|e
/u:t(c-Hunua(|an |mc|(e Fc||cJ|nu wc(|c wa( ll,
C.ec|c:|cva||a came unce( Scv|et (u|e anc t|e
Ccmmun|:t ca(tv tcc| ccnt(c| unt|| t|e ve|vet Pevc|u-
t|cn |n T989, :c ca||ec becau:e |t Ja: ceacelu| On
1anua(v T T993, t|e ccunt(v ceacelu||v :c||t |ntc t|e
C.ec| anc S|cva| Pecub||c: l|e C.ec| Pecub||c |ate(
|c|nec N/lO anc t|e |u(ccean Un|cn |n T999 anc
2004 (e:cect|ve|v
l|e C.ec| Pecub||c ccn:|:t: cl tJc ma|c( (eu|cn:
- Bc|em|a |n t|e Je:t anc |c(av|a |n t|e ea:t lt |:
cne cl t|e mc:t :tab|e anc c(c:ce(cu: cl t|e cc:t-
Ccmmun|:t :tate: J|t| a CDP cl US 1224 b||||cn
|ba:ec cn cu(c|a:|nu ccJe( ca(|tv) J||c| |: a(cunc 80
ce(cent cl t|e |u(ccean Un|cn ave(aue l|e cu((encv
|: t|e C.ec| Kc(una anc bct| C.ec| anc S|cva| a(e
:cc|en t|(cuu|cut t|e ccunt(v
|c(e t|an T0 ce(cent cl t|e ccunt(v: T03 m||||cn
(e:|cent: ||ve |n t|e cac|ta|, P(auue l|e c|tv |: t|e
ccunt(v: ma|c( bu:|ne:: |ub anc |t: eccncmv
acccunt: lc( 20 ce(cent cl t|e C.ec| CDP
l|e ccunt(v |: :c|ecu|ec tc lu||v |mc|ement t|e
Sc|enuen /u(eement anc t|e(elc(e abc||:| bc(ce(
ccnt(c|: J|t| a|| cl |t: ne|u|bc(: |Ce(manv, /u:t(|a,
Pc|anc, S|cva||a) a: cl Decembe( 2007
|./·e/^o |^./c^^e^/
l|e C.ec| eccncmv |a: been u(cJ|nu la:te( t|an t|e
|U ave(aue l|e |nc(ea:e |n excc(t: |a: ccnt(|butec
c(uc|a||v tc t||: u(cJt| anc t|e cec(ea:e |n unemc|cv-
ment S|nce 2000, t|e C.ec| eccncmv |a: att(actec
:ub:tant|a| lc(e|un |nve:tment, (ece|v|nu ||u|e( lc(e|un
c|(ect |nve:tment t|an anv ct|e( Cent(a| c( |a:te(n
|u(ccean ccunt(v |a: a c(ccc(t|cn cl CDP) l|e act|ve
t(ace ba|ance |a: (eac|ec cve( US 13 b||||cn cu(|nu
t|e |a:t vea( anc |: excectec tc (eac| |t: max|mum at
t|e enc cl 2007
l|e C.ec| Pecub||c |a: t(ac|t|cna||v |ac a :t(cnu
emc|a:|: cn |eavv |ncu:t(v |nc|uc|nu meta||u(uv, c||-
(e¦n|nu, mac||ne(v c(ccuct|cn anc b(eJ|nu, but cve(
t|e |a:t cecace :e(v|ce (e|atec |ncu:t(|e: |ave been
(ac|c|v excanc|nu |ctc( manulactu(|nu |a: excancec
a: autcmcb||e manulactu(e(: |ave (e|ccatec l(cm
we:te(n |u(cce, att(actec bv t|e c|eac anc ||u||v
:||||ec Jc(|lc(ce Sc|ence (e|atec |ncu:t(|e: |ave been
u(cJ|nu a: :|cJn bv t|e numbe( cl (eu|:te(ec |nven-
t|cn: anc c|:ccve(|e: lcu(|:m |: a|:c |mcc(tant tc t|e
eccncmv lt |: e:t|matec t|at cne |n e|u|t cecc|e a(e
emc|cvec |n tcu(|:m (e|atec |ncu:t(|e:, acccunt|nu lc(
cne tent| cl t|e CDP
Dcme:t|c cemanc |: c|av|nu an |nc(ea:|nu|v |mcc(tant
(c|e |n unce(c|nn|nu u(cJt| a: |nte(e:t (ate: c(cc anc
t|e ava||ab|||tv cl c(ec|t ca(c: anc mc(tuaue: |nc(ea:e:
134
l|e mec|a ma(|et (ec(e:ent: cne cl t|e la:te:t u(cJ|nu
a(ea: cl t|e C.ec| eccncmv ln te(m: cl u(cJt| |n mec|a
|nve:tment, 2006 Ja: a ve(v c(cm|:|nu vea( HcJeve(,
t|e :|cJ|nu cl t|e lv ac ma(|et allectec t|e cve(a|| |eve|
cl ac |nve:tment cu(|nu 2007 /: ccmcet|t|cn |n t|e lv
ma(|et |nc(ea:e: |n lutu(e, t|e |eve| cl |nve:tment |: |||e|v
tc |nc(ea:e
!'e C·e.' |e0a0|.· !c0 /J.e//·e/· |2CCo/
T vccalcne
2 le|elcn|ca O2
3 P(ccte( & Camb|e CP
4 l-|cb||e
5 Hen|e| CP
!c0 |/e·//|e S/./e^e^/· ^ /'e C·e.' |e0a0|.
'^.ae C'.||e^oe· /c/ |./·e/e/·
^ /'e C·e.' |e0a0|.
Fc||cJ|nu t|e ccunt(v: lcuncat|cn |n T9T8, C.ec|c-
:|cva||a Ja: cne cl t|e 20 mc:t ceve|ccec ccunt(|e:
|n t|e Jc(|c /lte( t|e la|| cl Ccmmun|:m |n T989, t|e
C.ec| Pecub||c unce(Jent c(amat|c c|anue anc t|e
eccncmv |ac tc be (e-bu||t l||: tcc| t|me anc a||cJec
lc(me( ccmcet|tc(:, J|c Je(e nct allectec bv Ccmmu-
n|:m, tc cve(ta|e t|em Du(|nu c(|vat|.at|cn manv :tate-
cJnec bu:|ne::e: le|| |ntc t|e |anc: cl lc(e|un |nve:tc(:
l|e ccmcan|e: |ac tc uu|c||v ac|u:t tc t|e neJ ma(|et
eccncmv anc |mc|ement ma(|et|nu :t(ateu|e: |n c(ce(
tc ccmcete J|t| t|e:e lc(e|un-cJnec ccmcan|e:
|eJ. |^./c^^e^/ ^ /'e C·e.' |e0a0-
Penet(at|cn |%)
U:e(: |||)
lcb||e
Phcne`
cver 100
cver 11
Tv
93
9.5
Ccmputer
Ownersh|p
36
3.68
lnternet
/ccess
45
4.5
Brcac-
banc
4.5
0.45
` manv pecp|e have twc cr mcre Sll carcs.
!c0 |eJ. 0a/|e/· ^ /'e C·e.' |e0a0|.
Te|ev|s|cn
NOv/
Pr|ma
CT 1
CT 2
Newspaper
l|acá Frcnta DNLS
B|es|
Hcspccárs|e ncv|nv
Právc
laµaz|nes
L||e
Zena a Z|vct
B|es| maµaz|n
Tvcen
Pefex
web s|tes
www.seznam.cz
www.|cnes.cz
www.ncv|n|v.cz
www.frmv.cz
www.|hnec.cz
N A P K E T
F D C U S
CZECH
PEPUßLlC
% cecc|e J|c
ce¦n|te|v au(ee
la||nu c(uu: |: bac
Smc||nu |: a bac |ab|t
l(ave| auenc|e: :|cu|c be |n:u(ec aua|n:t
ban|(uctcv
l|e lam||v :|cu|c |eec ¦(m|v tcuet|e(
l|e ucve(nment :|cu|c en:u(e |t: c|t|.en: :aletv
/ ce(:cn :|cu|c |ave at |ea:t cne ccc|ec c|:| a cav
|v lam||v |: a|Jav: mv tcc c(|c(|tv
|en anc Jcmen :|cu|c uet tc |ncJ eac| ct|e(
Je|| belc(e uett|nu ma((|ec
One :|cu|c eat mc(e veuetab|e: anc l(u|t
/ mutua| (e:cect cl ca(tne(: b(|nu: a
uccc (e|at|cn:||c
Statement
67
64
58
51
50
50
48
47
46
46
Czech Pepub||c TCl 2007 |1anuarv - 1une 2007)
C|cba| TCl |s cwnec bv l|||warc Brcwn's s|ster ccmpanv KlP www.tµ|survevs.ccm
135
|e/.|^o ^ /'e C·e.' |e0a0|.
l|e :ucc|v c|a|n |n t|e C.ec| Pecub||c |: (ac|c|v
c|anu|nu a: t|e ma(|et beccme: lcccec J|t| uccc:
|mcc(tec l(cm ne|u|bc(|nu |U ccunt(|e: ln Scut|e(n
Bc|em|a anc |c(av|a :ma||- anc mec|um-:|.ec (eta||
c(eva||:, but |n t|e cac|ta| anc t|e (e:t cl t|e ccunt(v
t|e |nte(nat|cna| c|a|n: |ave ccm|natec :|nce T993
lncecencent (eta||e(: a(e cccu|a( cue tc t|e|( ea:v
acce::|b|||tv anc la:t anc l(|enc|v :e(v|ce HcJeve(, t|ev
a(e lac|nu u(cJ|nu ccmcet|t|cn l(cm c|:ccunt c|a|n:
l|e numbe( cl c|:ccunt :tc(e: nea(|v ccub|ec l(cm
250 |n 2000 tc 476 |n 2005, t||: Ja: acce|e(atec
bv t|e ent(ance cl Ce(man :t(cnu c|:ccunte( L|c| |n
2003 Cu:tcme(: cl |ncecencent (eta||e(: a(e |||e|v tc
be l(cm c|ce( :eument: cl t|e cccu|at|cn J|t| a mc(e
ba:|c |eve| cl ecucat|cn lnte(net :a|e: |ave been
u(cJ|nu, a|be|t l(cm a (e|at|ve|v |cJ |eve|, J||c| |a: |ec
tc an |nc(ea:e |n t|e u:e cl c(ec|t ca(c: anc cav|nu
bv |n:ta||ment
!c0 /e/.|e/· ^ /'e C·e.' |e0a0|.
T |a|(c Ca:| & Ca((v CP
2 /|c|c CP
3 Sc|Ja(. |Kaulanc anc L|c|)
4 PeJe |Pennv |a(|et)
5 le:cc St(e:CP
6 C|cbu:
7 lenue|mann |OBl, P|u:)
!0· /c/ /J.e//·e/·
l|e C.ec| Pecub||c |a: lcu( ma|n lv c|anne|: - tJc
cub||c anc tJc ccmme(c|a| lv Ncva, cne cl t|e ccm-
me(c|a| c|anne|:, |a: a(cunc 60 ce(cent ma(|et :|a(e,
a|t|cuu| t||: |: (ecuc|nu a: t|e cab|e c|anne|: excanc
l|e C.ec| Pecub||c: tJc cub||c b(cacca:t|nu c|anne|:
|ave been c(ce(ec bv t|e C.ec| ca(||ament tc cea:e
(unn|nu lv ac: l(cm 2008 cnJa(c: l|e cn|v excect|cn:
J||| be lc( ac: a|(ec cu(|nu ma|c( :cc(t|nu anc cu|tu(a|
event: l|e ccunt(v J||| ccnve(t tc c|u|ta| bv 20T0, c(cv|c-
|nu a lu(t|e( 26 c|anne|:
lnte(net acve(t|:|nu |a: u(cJn excect|cna||v la:t - t|e
vea(-cn-vea( |nc(ea:e |: a(cunc T00 ce(cent
|ec|a auenc|e: |c|n tcuet|e( :c t|ev can buv ac :cace at
c|:ccuntec (ate: l(cm t|e neJ:cace(: HcJeve(, t|ev cc
nct ca:: t|e:e c|:ccunt: cntc c||ent: anc :c t|e vc|ume
cl acve(t|:|nu |n neJ:cace(: |: |cJe( t|an |n ct|e( c(|nt
mec|a cue tc t|e ||u|e( c(|ce:
l|e(e |ave been c(cb|em: J|t| mea:u(|nu t|e ellect|ve-
ne:: cl c(|nt cue tc t|e |ac| cl ccmc|ete cata

|e/ |||u./J 3/cu^ |e//.·
Ccunt(v /ve(aue
lnvc|vement
4.66
/wareness
lncex
4
Persuas|cn
11
Lnjcvment
3.51
N A P K E T
F D C U S
CZECH
PEPUßLlC
136
January 2008
|a^ |../· .^J !/..
· /..c/J^o /c |c^.^ /e0c//· /'e |./^ ^.^e c/ /'e C·e.' |.^J· 3cc'.e-
^a^ |3c'e^./ · Je/.eJ //c^ /'e ^.^e c/ /'e Ce|/. //0e /'./ ·e//|eJ
c^ /'e |.^J /'./ /cJ./ · ·^cu^ .· /'e C·e.' |e0a0|.
· !'e C·e.' |e0a0|. · c^e c/ /'e /eu ^|.^J .ca^//e· u'c·e 0c/Je/· ..^
0e ·ee^ //c^ ·./e||/e 0'c/co/.0'· !'e |c../c^ c/ /'e C·e.' |e0a0|. ..^
0e /e.co^·eJ 0/ /· ^ca^/.^ca· 0c/Je/ c^ ·./e||/e ^.oe· /.·e^ //c^ .
'eo'/ c/ 'oC ^|e· |9CC ·|c^e/e/·/
· |c/e /'.^ ¯CCCC C·e.'· |.e ^ C.^.J.
· !'e //·/ /.Jc../.e ·0. ^ /'e uc/|J u.· c0e^eJ ^ 19Co ^ 10.'/^c.
|.Jc../.e ·0/^o· ue/e /ca^J ^ /'e ./e. ./ /'e 0eo^^^o c/ /'e 2C/'
.e^/a// 3/ 19Co /'e //·/ /.Jc^ ·0.· ^ /'e uc/|J ue/e e·/.0|·'eJ
· !'e 3./. /cc/ue./ .c^0.^/ u.· /ca^JeJ ^ 1S94 0/ !c^0· 3./. .
·'ce^.·e/ //c^ /|´^ /coe/'e/ u/' '· ·0|^o· /^/c^´^ .^J /^^.
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137
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Cca^/// 3..·o/ca^J
C(cat|a, cl¦c|a||v t|e Pecub||c cl C(cat|a, |: a ccunt(v at
t|e c(c::(cac: cl t|e |ec|te((anean, Cent(a| |u(cce,
anc t|e Ba||an: l|e cac|ta| |: /au(eb anc t|e ccunt(v
bc(ce(: S|cven|a, Hunua(v, Se(b|a, |cnteneu(c anc
Bc:n|a anc He(.eucv|na |B|H) lt: 3,566 m||e |5,740
|||cmete() /c(|at|c cca:t||ne |: :catte(ec J|t| T, T85
|:|anc:, |:|et: anc (eel:, cl J||c| cn|v 47 a(e |n|ab|tec
ln T99T C(cat|a cec|a(ec |ncecencence l(cm t|e
Scc|a||:t Fece(a| Pecub||c cl Yuuc:|av|a |SFPY) / b|tte(
anc cc:t|v Ja( b(c|e cut betJeen t|e C(cat|an ucve(n-
ment anc t|e Se(b-|ec Yuuc:|av Pecc|e: /(mv, Se(b|an
ca(am|||ta(v lc(ce: anc (ebe| Se(b: Late( C(cat|a
became |nvc|vec |n t|e Ja( |n B|H l|e Ja( came tc
an enc J|t| :|un|nu cl t|e Davtcn /u(eement |n T995
C(cat|a |: a canc|cate lc( membe(:||c cl t|e |U
anc N/lO
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|: C(cat l|e(e a(e a(cunc 20 m|nc(|t|e:, Se(b: be|nu
t|e |a(ue:t cne |45 ce(cent) l|e c(eccm|nant (e||u|cn
|: Cat|c||c|:m |878 ce(cent), J|t| :cme O(t|cccx anc
Sunn| |u:||m m|nc(|t|e:
C(cat|a Ja: cne cl t|e Jea|t||e:t cl t|e Yuuc:|av
(ecub||c:, but |t: eccncmv :ulle(ec bac|v cu(|nu t|e
ccnl|ct HcJeve(, :|nce T995 C(cat|a: eccncmv |a:
been u(cJ|nu :teac||v, |ec bv tcu(|:m anc c(ec|t-c(|ven
ccn:ume( :cenc|nu ln 2007 t|e ccunt(v: CDP Ja:
US 168 b||||cn |ba:ec cn cu(c|a:|nu ccJe( ca(|tv)
|./·e/^o |^./c^^e^/ ^ C/c./.
l|e |ncu:t(|a| :ectc( |: ccm|natec bv :||cbu||c|nu,
lc||cJec bv lccc c(cce::|nu anc t|e c|em|ca| |ncu:t(v
lncu:t(v anc au(|cu|tu(e ma|e uc 27 ce(cent anc 6
ce(cent cl C(cat|a: tcta| eccncm|c cutcut (e:cect|ve|v
lcu(|:m |: a nctab|e :cu(ce cl |nccme cu(|nu t|e :um-
me( w|t| cve( T0 m||||cn lc(e|un tcu(|:t: |n 2006 uen-
e(at|nu a (evenue cl US 1T0 b||||cn, C(cat|a |: (an|ec a:
t|e T8t| mc:t cccu|a( tcu(|:t ce:t|nat|cn |n t|e Jc(|c
Nea(|v tJc t||(c: cl t|e eccncmv |a: been c(|vat|.ec
anc t|e :ma|| anc mec|um-:|.ec ente(c(|:e :ectc( |a:
:|un|¦cant|v excancec - cl t|e 43 ban|: |n C(cat|a,
mc(e t|an 90 ce(cent a(e lc(e|un cJnec
l|e |eve| cl lc(e|un c|(ect |nve:tment |: |cJe( t|an
ct|e( ccunt(|e: |n t|e (eu|cn, US 1356 b||||cn Ja:
|nve:tec |n C(cat|a cu(|nu 2006 l|e ma|c(|tv |a: been
|nve:tec |n t|e ban||nu anc |n:u(ance :ectc(:, t|e
c|em|ca| |ncu:t(v anc lccc manulactu(|nu
C(cat|a |: |nve:t|nu |n |t: nat|cna| |nl(a:t(uctu(e |n t|e
lc(m cl a neJ, mcce(n ||u|Jav ccnnect|nu /au(eb
J|t| c|t|e: cn t|e /c(|at|c cca:t lt |: |ccec t||: J|||
t(an:lc(m t|e ccunt(v |ntc a |ev t(an:|t anc eccncm|c
|ub lc( t|e (eu|cn
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|cuuec |uc|c|a(v :v:tem, cc((uct|cn, an |nel¦c|ent cub||c
acm|n|:t(at|cn anc t|e :|cJ |mc|ementat|cn cl (elc(m:
tc |anc |aJ:
138
N A P K E T
F D C U SCPDATlA
||ect(cn|c mec|a, nat|cna| te|ev|:|cn |n ca(t|cu|a(, |: t|e
mc:t cccu|a( :cu(ce cl |nlc(mat|cn H(vat:|a Pac|c le|e-
v|.||a |HPl) ccm|natec uc unt|| 200T J|en t|e ¦(:t ccm-
me(c|a| lv :tat|cn: beuan b(cacca:t|nu HPl b(cacca:t:
tJc :|cJ: cve( t|e lnte(net, HlvT anc t|e Sate|||te HPl
l|e(e a(e manv (ac|c :tat|cn: t|(cuu|cut C(cat|a, mc:t cl
|t: |a(ue( tcJn: |ave at |ea:t cne (ac|c :tat|cn
Du(|nu P(e:|cent luc|man: e(a, |cu(na||:t: Je(e :ub|ect
tc c|cne buuu|nu, t|(eat: anc ccu(t c(c:ecut|cn |l t|ev
c|c nct ac|e(e tc mec|a (e:t(|ct|cn: /|t|cuu| lcu( cl
t|e :|x ca||v neJ:cace(: a(e cJnec bv t|e ucve(nment
c( (u||nu ca(tv membe(:, C(cat|a: ccn:t|tut|cn ban:
cen:c(:||c anc uua(antee: l(eeccm cl t|e c(e::
lt |: c(ec|ctec t|at, alte( mcce:t u(cJt| cl a(cunc
45 ce(cent :c la(, t|e C(cat|an eccncmv |: ente(|nu a
ce(|cc cl la:te( anc :t(cnue( eccncm|c c(c:ce(|tv
!c0 |/e·//|e S/./e^e^/· ^ C/c./.
'^.ae C'.||e^oe· /c/ |./·e/e/· ^ C/c./.
Due tc t|e c|:ce(:a| cl et|n|c u(cuc: amcnu ccunt(|e:
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cu|tu(e, (e||u|cn, u:e cl a|c|abet:, c|a|ect anc cu(c|a:-
|nu ccJe( cl cecc|e |n C(cat|a, Bc:n|a anc He(.e-
ucv|na, Se(b|a anc |cnteneu(c Ccmcan|e: neec tc
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|nu :t(ateu|e: t|at :cec|¦ca||v ta(uet C(cat|an: U:|nu
ma(|et|nu camca|un: t|at attemct tc ta(uet t|e J|c|e
Ba||an (eu|cn mav v|e|c |e:: t|an cct|ma| (e:u|t:
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ll at ¦(:t vcu cc nct :ucceec vcu mu:t |eec t(v|nu
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61
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C/c./.· !c0 /J.e//·e/·
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3 P(ccte( & Camb|e
4 |u(ccac(e:: |c|c|nu
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l|e C(cat|an (eta|| ma(|et |: va|uec at US 18 b||||cn
anc t|e(e |: |nten:e (|va|(v betJeen ccme:t|c anc lc(-
e|un ccmcan|e: lt |: ccm|natec bv an |nc(ea:|nu numbe(
cl lc(e|un (eta|| c|a|n: :uc| a: CB/, Cccc lta||a, L|c| &
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B|||a :c ccme:t|c (eta||e(: :uc| a: Kcn.um, Cet(c, D|cna
a(e lacec J|t| a (ecucec ma(|et :|a(e
ln ccnt(a:t tc ct|e( |U ccunt(|e:, C(cat|an: :cenc t|e
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ccme anc |nc(ea:ec :cenc |n (eta|| HcJeve(, a: |nccme:
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l|e |nt(ccuct|cn cl lc(e|un (eta||e(: tc t|e ccme:t|c
(eta|| ma(|et |a: a cc:|t|ve |nluence cn t|e (eta||
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ccme:t|c (eta||e(: |ac| t|e ab|||tv tc b(ea| |ntc lc(e|un
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t|e |eve| cl (eta|| c(|ce:, t(ac|nu ma(u|n:, lc(m: cl (eta||
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|ave eme(uec a: ve(v cccu|a( anc :ucce::lu| ma(|et|nu
:t(ateu|e:
l|e C(cat|an mec|a |: l(ee l(cm cen:c(:||c anc (e:t(|c-
t|cn /nv ||nc cl acve(t|:|nu |cea |: accectab|e, (eua(c|e::
cl t|e cctent|a| cllen:e |t mav cau:e, ma(|et|nu ana|v:t:
clten (ele( tc C(cat|a a: acve(t|:|nu || Dc(acc

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ue./^o . u'/e /a/0.^ !'e /oa/e u.· 0e|e.eJ /c '..e 0/c/e./.e
0cue/· .^J ...c/J^o /c |eoe^J uc^e^ uc/e / .· . ·/^0c| c/ ../c//
c.e/ /'e !a/·· ^ /'e 1o/' .e^/a// !'e /oa/e 0e..^e /'e ·/^0c| c/
|e·. ^ 1991
· |.^J^.Je ·|· ./.../· ./e .^c^o /'e 0e·/-·^cu^ C/c./.^ ·ca.e^/·
!'e ./.../ u.· c/o^.||/ . ·e/.'e/ uc/^ 0/ C/c./.^ ·c|Je/· ^ /'e
1¯/' .e^/a// /^ /'e 1S/' .e^/a// / 0e..^e 0.// c/ /'e //.J/c^.| ^.|e
^./c^.| .c·/a^e ^ /'e /c/^ c/ . 0/c.J u'/e ·..//
· !'e ·|.^J c/ |.o · . |..e ^.·^o .e^/e/ !.·e . u.|· /'/cao' /·
^.//cu ·//ee/· .^J .eu /'e 0e.a//a| |..euc/· //^^eJ u/' //0..|
^c//· ^·0/eJ 0/ /'e ·./·/ |.^J·..0e )ca ..^ .|·c u./.' /'e J|oe^/
.^J ··|/a| |..e ^.·e/· ./ uc/·

'·e/a| |^··
· uuuoc/c./c./..c^´
· uuu.0ca/-./c./..c^´
N A P K E T
F D C U SCPDATlA
141
N A P K E T
F D C U S CDLDNßlA
Cca^/// 3..·o/ca^J
Lccatec |n t|e nc(t| Je:t cl Scut| /me(|ca, Cc|cmb|a |:
bc(ce(ec bv vene.ue|a anc B(a.|| |n t|e ea:t, |cuacc(
anc Pe(u tc t|e :cut| w|t| a cccu|at|cn cl a|mc:t
45 m||||cn, Cc|cmb|a |: Lat|n /me(|ca: t||(c-mc:t
cccu|cu: ccunt(v l|e cac|ta|, Bcucta, |: |cme tc cve(
7 m||||cn cecc|e anc 30 c|t|e: |n t|e ccunt(v |ave a
cccu|at|cn cl T00,000 c( mc(e
Cc|cmb|a: ||:tc(v |a: been ma((ec bv vea(: cl b(uta|
ccnl|ct betJeen ucve(nment lc(ce:, (ebe| lact|cn:,
|||eua| ca(am|||ta(v u(cuc: anc c(uu ca(te|: S|nce /|va(c
U(|be: ucve(nment came tc ccJe( |n 2004 |cJeve(,
:|un|¦cant c(cu(e:: |a: been mace |n c|:a(m|nu uue(|||a
u(cuc: anc (e:tc(|nu cub||c c(ce( BetJeen 2002 anc
2006, t|e(e Ja: a cec(ea:e |n c(|me |cm|c|ce: bv 37
ce(cent, ||cnacc|nu: bv 78 ce(cent anc te((c(|:t attac|:
bv 63 ce(cent
De:c|te t|e ccnl|ct, anc un|||e manv cl |t: ne|u|bc(:,
Cc|cmb|a |a: nct :ulle(ec anv c(amat|c eccncm|c
cc||ac:e: Ove( t|e ca:t leJ vea(: Cc|cmb|a |a:
en|cvec a :tab|e eccncmv J|t| annua| u(cJt| (ate:
ave(au|nu at 5 ce(cent cue tc an |nc(ea:e |n ccme:t|c
:ecu(|tv, |cJ |nlat|cn, an |nc(ea:e |n excc(t:, an
|nc(ea:e |n cet(c|eum c(|ce: |Cc|cmb|a: |eac|nu
excc(t) anc ccmcet|t|ve exc|anue (ate: Cc|cmb|a:
ma|n excc(t: a(e ccllee, au(|cu|tu(e c(ccuct: |e:cec|a||v
banana:, lcJe(: anc ccttcn), cet(c|eum, cca|, uc|c
anc eme(a|c: ln 2007 t|e CDP Ja: US 1320 b||||cn
|ba:ec cn cu(c|a:|nu ccJe( ca(|tv)
/|t|cuu| muc| attent|cn |a: been lccu:ec cn t|e
:ecu(|tv |::ue: |n Cc|cmb|a, t|e ucve(nment |: a|:c
ma||nu :|un|¦cant ellc(t: tc excanc |nte(nat|cna| t(ace,
:uccc(t a|te(nate mean: cl ceve|ccment, anc (elc(m
Cc|cmb|a: |uc|c|a| :v:tem
ln Feb(ua(v 2006 Cc|cmb|a :|unec a l(ee t(ace au(ee-
ment J|t| t|e US, J||c| |: Ja|t|nu tc be (at|¦ec bv
t|e US Ccnu(e:: lt |: |ccec t||: J||| |eac tc u(eate(
eccncm|c u(cJt|
|./·e/^o |^./c^^e^/ ^ Cc|c^0.
Nea(|v 84 ce(cent cl Cc|cmb|a: ccn:ume(: uua||lv a:
LlC: ||cJ |nccme ccn:ume(:) lt |: c(uc|a||v |mcc(tant tc
en:u(e c(ccuct: a(e ma(|etec ellect|ve|v tc t||: u(cuc
% cecc|e J|c
ce¦n|te|v au(ee
l Jcu|c cav anvt||nu lc( mv |ea|t|
lt |: |mcc(tant tc |ea(n neJ t||nu: t|(cuu|cut vcu( ||le
ll vcu cc nct :ucceec at ¦(:t, vcu mu:t |eec t(v|nu
lt |: |mcc(tant tc be Je|| |nlc(mec
Ycu :|cu|c :e|.e cccc(tun|t|e: |n ||le J|en t|ev a(|:e
lt |: |mcc(tant tc lee| (e:cectec bv mv cee(:
l Jcu|c |||e tc (un mv cJn bu:|ne:: cne cav
l |||e tc |ave uccc l(|enc: tc :uccc(t me cu(|nu
c|l¦cu|t t|me:
|v la|t| |: ve(v |mcc(tant tc me
l |||e tc be a: |nlc(mec a: cc::|b|e cn |nu(ec|ent:
belc(e buv|nu neJ lccc c(ccuct:
Statement
65.4
60.9
59.7
59.4
59.2
57.8
57.5
56.7
55.7
54.8
Cc|cmb|a TCl 2006
C|cba| TCl |s cwnec bv l|||warc Brcwn's s|ster ccmpanv KlP www.tµ|survevs.ccm
!c0 1C |/e·//|e S/./e^e^/· ^ Cc|c^0.
142
lnte(net cenet(at|cn |n Cc|cmb|a |: |cJe( t|an t|e Lat|n
/me(|can ave(aue HcJeve(, b(cacbanc |: excanc|nu at
an |mc(e::|ve (ate ln 2006, b(cacbanc cve(tcc| c|a|-uc,
anc Cc|cmb|a Ja: amcnu t|e tcc T0 ccunt(|e: |n t|e
Jc(|c lc( b(cacbanc u(cJt| Cc|cmb|a Ja: t|e ¦(:t Lat|n
/me(|can ccunt(v tc uet a ccmme(c|a| w||/X netJc(|,
J||c| (ece|ve: a 4 ce(cent :|a(e cl t|e b(cacbanc
ma(|et Seve(a| cce(atc(: clle( t(|c|e c|av |vc|ce, lnte(net,
anc lv) ln t|e cab|e lv :ectc(, t|e acuu|:|t|cn cl ¦ve
cab|e lv ccmcan|e: bv |ex|cc: le|mex |n 2006-2007
|: u|v|nu (|:e tc ccn:|ce(ab|e ccnt(cve(:v lcta| acve(t|:|nu
|nve:tment |n 2007 Ja: US 13,487,000
Cc|c^0.· !c0 /J.e//·e/·
T Un||eve(
2 Oua|a
3 P(ccte( & Camb|e
4 lecncuu|m|ca:
5 S/B ||||e(
|n te(m: cl t|e (e|at|cn:||c betJeen t|e c(ccuct c(|ce
anc :|.e /nct|e( |ev :ucce:: lactc( lc( Cc|cmb|an
acve(t|:e(: |: unce(:tanc|nu t|e |mcc(tance cl :ma||
u(cce(v :tc(e: cl J||c| t|e(e a(e a|mc:t 450,000 l||:
c|anne| (ec(e:ent: acc(cx|mate|v 50 ce(cent cl a||
(eta|| :a|e:, t|e(elc(e be|cJ-t|e-||ne act|v|t|e: mu:t be
ve(v c(eat|ve anc |nncvat|ve |n c(ce( tc cactu(e ccn-
:ume(: attent|cn
'^.ae C'.||e^oe· /c/ |./·e/e/· ^ Cc|c^0.
One cl t|e |ev c(cb|em: enccunte(ec bv ma(|ete(:
J|||e extenc|nu anc ucu(ac|nu b(anc: anc c(ccuct:
|: t|at Cc|cmb|an ccn:ume(: clten tenc tc :t|c| tc
c(ccuct: t|ev |ncJ anc t(u:t ln c(ce( tc c(aJ t|e|(
attent|cn tc neJ c( |mc(cvec c(ccuct:, ma(|ete(: |ave
tc ceve|cc enuau|nu anc |nncvat|ve camca|un: ccm-
b|nec J|t| at-t|e-||ne anc be|cJ-t|e-||ne act|v|t|e:
ac(c:: a|| ccn:ume( tcuc| cc|nt:
/nct|e( c|a||enue |: tc c(|ve ma(|et|nu anc acve(t|:|nu
ellc(t: tcJa(c: :eumentec, cne-tc-cne ma(|et|nu
act|v|t|e:, J||c| ccu|c c(cv|ce a lu(t|e( ccmcet|t|ve
ecue |n an |nc(ea:|nu|v ccn:c||catec anc ccmcet|t|ve
ma(|et env|(cnment
|eJ. |^./c^^e^/ ^ Cc|c^0.
N A P K E T
F D C U S CDLDNßlA
Penet(at|cn
|%)
U:e(: |||)
lcb||e
Phcne
90
39.9
Tv
98.8
43.8
Ccmputer
Ownersh|p
16.3`
7.2
lnternet
/ccess
14.3
6.4
Brcac-
banc
2
0.9
`Percentaµe cf hcmes w|th ccmputer cwnersh|p
Cc|c^0.· S'./e c/ |eJ. 5 |eJ. Cc^·a^0/c^
Tv
Newspaper
OOH
C|nema
laµaz|nes
Pac|c
ln-stcre
Share |%)
52
18
2
N|/
5
23
N|/
Ccnsumpt|cn |% cf the pcpu|at|cn)
94 |Da||v)
27 |Da||v)
N|/
4 |wee||v)
40 |Per per|cc)
73 |Da||v)
N|/
6 Pc:tcbcn
7 Ccca-Cc|a
8 Ccmce|
9 |P|
T0 Cc|uate-Pa|mc||ve
143
!c0 |eJ. 0a/|e/· ^ Cc|c^0.
Te|ev|s|cn
PCN
Caracc|
Pa|c Tv`
C|tv Tv
Cana| Unc
Newspaper
L| T|empc
L| Lspectaccr
L| Lspac|c
Hcv
L| Cc|cmb|anc
laµaz|nes
Tv v Ncve|as
Schc
Semana
Camb|c
D|nerc
web s|tes
L| T|empc
Semana
Schc
Facebcc|
`D|sccverv Channe|, /n|ma| P|anet anc TNT
|e/.|^o ^ Cc|c^0.
ln (ecent vea(:, t|e Cc|cmb|an (eta|| :ectc( |a: been
c|a(acte(|.ec bv u(cJ|nu |nte(e:t l(cm mu|t|nat|cna|
ma:: u(cce(v (eta||e(: ||CP:), J|t| Ca:|nc anc Ca((elcu(
|t||(c-|a(ue:t |CP |n Cc|cmb|a bv :a|e:), |n ca(t|cu|a(,
|nve:t|nu :|un|¦cant|v |n t|e|( Cc|cmb|an cce(at|cn: ln
2006, Ca:|nc acuu|(ec a |cca| (eta|| c|a|n Ca(u||a-v|ve(c
lc( US 1TT0 m||||cn Ca:|nc a|(eacv cJn: a m|nc(|tv
:ta|e |n |x|tc, t|e |a(ue:t (eta||e( |n t|e ccunt(v, anc
c|an: tc ua|n lu|| ccnt(c|, J||c| |a: lu(t|e( |nten:|¦ec
t|e a|(eacv ||u||v ccmcet|t|ve t(ac|nu env|(cnment
l|e |CP: u(cJ|nu |nte(e:t |n t|e ma(|et |a: been
:ca(|ec bv Cc|cmb|a: eccncm|c u(cJt| cve( (ecent
vea(:, lue|ec bv (ecc(c |eve|: cl |nve:tment anc
|nc(ea:|nu |eve|: cl ccn:umct|cn /|cnu J|t| t|e:e
ceve|ccment:, a bu(uecn|nu m|cc|e c|a:: J|t| ||u|e(
|eve|: cl c|:cc:ab|e |nccme |a: :|cJ|v eme(uec, anc |:
ncJ |nc(ea:|nu|v cemanc|nu ||u| uua||tv, b(ancec anc
va|ue-accec lccc anc c(|n| c(ccuct:
Peta|||nu |n Cc|cmb|a |: u(cJ|nu (ac|c|v, |a(ue|v lue|ec bv
t|e a((|va| cl lc(e|un b(anc: anc neJ lc(mat: ln 2005,
Lccate|, t|e vene.ue|an c|a|n cl c(uu:tc(e:, ente(ec
Cc|cmb|a, J|||e |n 2007 neJ c|ave(: J|t| c|lle(ent
lc(mat: :ta(tec t|e|( cce(at|cn: |n Cc|cmb|a, :uc| a: t|e
C|||ean ceca(tment :tc(e: Fa|abe||a a: Je|| a: /a(a, t|e
Scan|:| c|ct||nu :tc(e
Peta|| :a|e: u(eJ :t(cnu|v |n 2007 :|cJ|nu an excan:|cn
cl at |ea:t T3 ce(cent vea( cn vea(
!0· /c/ /J.e//·e/·
Cc|cmb|a: ma|n ccmme(c|a| mec|a a(e cJnec bv a
|anclu| cl |a(ue ccn:c(t|um: anc t||: ma|e: c(|ce
neuct|at|cn: ve(v c|l¦cu|t lc( acve(t|:e(:
|ven t|cuu| |nte(nat|cna| c|anne|: a(e ua|n|nu mc(e
:cace, t|e |cca| mec|a :t||| |a: t|e ma|c(|tv cl t|e
auc|ence |n Cc|cmb|a Cc|cmb|a ||u||v va|ue: c(eat|v|tv
anc |nncvat|cn anc t|e mec|a Je|ccme neJ |cea: cn
|cJ tc cc t||nu: c|lle(ent|v
l|e |CP: u:e t|e|( :t(cnu cc:|t|cn tc cemanc lavc(ab|e
(ate: l(cm acve(t|:e(: lt |: t|e(elc(e e::ent|a| t|at acve(-
t|:e(: bu||c :t(cnu (e|at|cn:||c: J|t| t|em

|e/ |||u./J 3/cu^ |e//.·
Ccunt(v /ve(aue
lnvc|vement
5.02
/wareness
lncex
5
Persuas|cn
37%
Lnjcvment
4.08
N A P K E T
F D C U S CDLDNßlA
144
Narch 2008
|a^ |../· .^J !/..
· Cc|c^0. · /'e c^|/ .ca^/// ^ Sca/' /^e/.. /c '..e . .c.·/ c^ 0c/' /'e
|../. 0.e.^ .^J C./00e.^ Se.
· 3coc/0 '.· o/cu^ //c^ . .// c/ a·/ JCCCCC 0ec0|e /c . 'aoe ^e//c0c|·
c/ c.e/ ¯ ^||c^ ^ /'e |.·/ 'C /e./·
· Cc|c^0.^ 0./'c|co·/ |.^ae| ||·^ |././/c/c Je.e|c0eJ /'e uc/|J· //·/
·/^/'e/. ....^e /c/ ^.|./. .^J Jc^./eJ /'e /o'/· /c /'e wc/|J |e.|/'
0/o.^·./c^
· Cc|c^0. 0/cJa.e· .0ca/ 12 0e/.e^/ c/ .|| /'e .c//ee ^ /'e uc/|J .^J ·
·e.c^J c^|/ /c 3/.·|
· !'e |./.ae //.aec|co.c Je S.^ /oa·/´^ /'e |./oe·/ .c||e./c^ c/ /e|oca·
^c^a^e^/· .^J ^eo.|/'. ·//a./a/e· ^ Sca/' /^e/.. u.· Je.|./eJ .
wc/|J |e//.oe S/e 0/ '/|SC0 ^ 199'
· Cc|c^0. · . .ca^/// c/ ^/e/^./c^.| /./· // 'c·/· ^c/e /'.^ 4CCC
e·0c·e· .///../^o . ^||c^ .·/c/· e.e// /e./
· !'e |a· /^oe| //.^oc |0/.// ^ 3coc/0 · /'e ^c·/ .·/eJ |0/.// ^ /'e
uc/|J 0.e/ /'e /e./· /· .c||e./c^ '.· o/cu^ /.0J|/ .^J / .a//e^/|/ '.·
^c/e /'.^ 4SCCC 0cc·· .^J 1'CCC 0e/cJ..| 0a0|../c^·
!c0 !0·
w'e/e /c .·/
· / //0 /c /'e ..0/.| .// 3coc/0 ·'ca|J ^.|aJe . .·/ /c |c^·e//./e S^c^
3c|´../ |./· .^J 3c|´../ S.a./e
· |eJe||´^ · /'e ..0/.| c/ /^/c.a. u/' 0e.a//a| 0|..e· /c .·/ ·a.' .· /'e
||.·. Je |. |a·
· C.//.oe^. · Cc|c^0.· /ca/·/ ..0/.| // '.· . ../e// c/ 0|..e· /c .·/
^.|aJ^o /'e S.^ |e|0e C.·/|e /'e Cc^.e^/ c/ |. |c0. .^J ·e.e/.| uc^Je/-
/a| 0e..'e·
· S.^/. |.//. · /'e c|Je·/ |·0.^. .// ^ Cc|c^0. .^J · ·^cu^ /c/ /·
0e.a//a| 0./ //· ·a//ca^JeJ 0/ /'/ee ^./a/.| 0./·· S.|.^.^.. /·|.^J
!.//c^. |./· .^J /'e Se//. /e..J. |./·
· !'e Cc|c^0.^ /eoc^ c/ Ca^Jc '.· o/e./ .^J uc^Je//a| ^./a/.|
|.^J·..0e· Je^·e .eoe/./c^ .^J · /'e ·ca/.e c/ ·c^e c/ /'e 0e·/
.c//ee ^ /'e uc/|J )ca u|| /^J /uc uc^Je//a| .///../c^· 'e/e /'e
|./.ae /..c^.| Je| C./e . /'e^e 0./· 0.·eJ ./ca^J .c//ee 0/cJa.-
/c^ .^J |///C/ . /./^^o /'e^e 0./· Je·o^eJ /c /.·e .u./e^e··
.0ca/ ^./a/e
· !'e ·|.^J c/ S.^ /^J/e· '.· . ../e// c/ occJ 'c/e|· .^J /ca/·/
.///../c^· ·a.' .· 1c'^^/ C./ |. ·^.|| ^e./0/ ·|.^J/ /'e C..e c/
|c/o.^ |0e|e.eJ /c '..e 0ee^ a·eJ .· . 'J^o 0|..e /c/ ·/c|e^ //e.-
·a/e 0/ /'e |/./e |e^// |c/o.^/ 0e.a//a| 0e..'e· .^J . 'aoe ^.||
· 3.//.^.a||. · 0c0a|./ /c/ /· 0e..'e· o/e./ 'c/e|· .^J /'e
3.//.^.a||. C./^..|´ u'.' /.·e· 0|..e /'e/e e.e// /e./
|./^o 0a/
· !'e .a·^e ../e· //c^ /eoc^ /c /eoc^ ^ Cc|c^0. !'e ^.^
e|e^e^/· ^ /'e Cc|c^0.^ Je/ ./e /cc/· e·0e..||/ 0c/./ce· .^J
..··... ·e/.eJ u/' ^e./ c/ /·' |.e .c/^ u'e./ .^J 0|.^/.^ ./e
.|·c .c^^c^|/ a·eJ 3e.^· 0e.· .^J |e^/|· ./e ^.|aJeJ ^ ^.^/
J·'e· Cc|c^0. '.· . o/e./ ../e// c/ //a/· .^J ^.^/ ·c-..||eJ
e·c/. //a/· ./e ^./.e /c Cc|c^0.
· !'e ^c·/ 0c0a|./ J·'e· ./e ·.^.c.'c |. ·ca0 c/ .'.·e^ 0|.^/.^
.c/^ .c/.^Je/ .^J /a... /cc// 0.^Je. 0.·. |o/||eJ ·/e.· //eJ 0c/·
/^J /eJ 0e.^· /.e .'c/·c . //eJ eoo ...c^0.^eJ 0/ . .c/^ 0.·eJ
0/e.J .^J ..c..Jc/ .^J ...c |.'.·e^ ·ca0/
!c 3a/
· Cc|c^0.^ e^e/.|J· ./e .c^·Je/eJ a^.ae ^ /'e uc/|J !'e/ .c|c/
0a/// ··e .^J Ja/.0|// ./e uJe|/ /e^cu^eJ !'e |e0.//.^e^/c
Je 3c/..0 · /'e ^.^ e^e/.|J 0/cJa.e/ ^ /'e .ca^/// !'e ^^e·
.^J /'e/ 0/c·^// /c /'e ^.^a/../a/^o /..|/e· .^J ^Ja·/// ^.·e
3coc/0 /'e ^.^ e^e/.|J .c^^e/..| 'a0 ^ Cc|c^0. // · .J.·eJ /c
c^|/ ^.·e . 0a/.'.·e ^ .^ .../eJ/eJ eue|e/ .^J /c Je^.^J /'./ /'e
oe^· ./e |eo.||/ .e///eJ
· |.^ca· /'/cao'ca/ /'e uc/|J . 0..·e/ c/ 1CC 0e/.e^/ Cc|c^0.^
.c//ee ^.·e· . uc^Je//a| 0/e·e^/ .^J · .e//.^|/ .e// Cc|c^0.^'
· S0e..|·eJ ^a·. ·/c/e· c//e/ . o/e./ ../e// c/ Cc|c^0.^ ^a·.
C./|c· \.e· S'.·/. 1a.^e· //e/.c0e|.Jc· /.'e C.0.· 1ce ///c/c
Oa./..0^ e| 3^c^c Je 0/c |c^eJe· |´.· |c· C'.|e· \.||e^./c·
!c/c |. |c^0c·^. .^J /^J/e· Ce0eJ. ./e ·c^e c/ /'e ^c·/
.e|e0/./eJ .^J /.^ca· .//·/·
N A P K E T
F D C U S CDLDNßlA
145
Cca^/// 3..·o/ca^J
Lccatec |n t|e |ea(t cl |u(cce, Ce(manv |a: a ve(v
ccJe(lu| eccncmv lt: 825 m||||cn cccu|at|cn anc US
128 t(||||cn CDP |ba:ec cn cu(c|a:|nu ccJe( ca(|tv)
ma|e: |t t|e |a(ue:t nat|cn |n |u(cce anc t|e t||(c |a(u-
e:t eccncmv |n t|e Jc(|c, alte( t|e US anc 1acan
w|t| |u:t 86 b|(t|: ce( T,000 cccu|at|cn, Ce(manv |a:
cne cl t|e |cJe:t b|(t| (ate: |n t|e ceve|ccec Jc(|c
lmm|u(at|cn nc |cnue( ccmcen:ate: lc( t|e |cJ b|(t|
(ate :c t|e cccu|at|cn |a: cec(ea:ec |n (ecent vea(:
l|e Ce(man eccncmv :ulle(ec a ccJntu(n betJeen
200T·2003 anc cn|v |nc(ea:ec mcce(ate|v |n 2004
anc 2005 HcJeve(, u(cJt| (c:e tc 25 ce(cent |n
2007 J||c| cau:ec unemc|cvment tc la|| tc 8 ce(cent,
|t: |cJe:t |eve| |n T5 vea(:
S|nce t|e Be(||n Ja|| Ja: cu||ec ccJn |n T989 t|e
ccunt(v |a: lacec t|e |cnu-te(m c|a||enue cl mcc-
e(n|.|nu anc |nteu(at|nu t|e |a:t anc we:t Ce(man
eccncm|e: - e:t|matec tc cc:t US 180 b||||cn eac|
vea( Fc||cJ|nu (eun|¦cat|cn, t|e(e |a: been ma::|ve
|nte(na| m|u(at|cn a: vcunu cecc|e mcve l(cm t|e ea:t
tc t|e Je:t |n :ea(c| cl emc|cvment
|./·e/^o |^./c^^e^/ ^ Oe/^.^/
|anulactu(|nu |: mc(e |mcc(tant |n Ce(manv t|an |n
mc:t acvancec eccncm|e:, J|t| t|e |ev |ncu:t(|e: be-
|nu c|em|ca|: |B/SF anc Bave() anc autcmct|ve |t|e
vc||:Jauen /utcmct|ve C(cuc ccnta|n|nu /uc|, Bent|ev,
Buuatt|, Lambc(u||n|, Seat, S|cca anc vw, Pc(:c|e,
B|w anc t|e Da|m|e( /utmct|ve C(cuc J||c| |nc|uce:
|e(cece:-Ben.) Ot|e( |eac|nu ccmcan|e: |nc|uce
S|emen: |e|ect(|ca| euu|cment), Deut:c|e le|e|cm,
l-|cb||e, S/P |:cltJa(e :c|ut|cn:), |et(c |(eta||), |ON
|ene(uv) anc Deut:c|e Ban| |¦nance)
Ce(manv |: t|e |a(ue:t excc(te( |n t|e Jc(|c ln 2007
excc(t: amcuntec tc cve( US 1T,300 b||||cn, ccn:|:t|nu
ma|n|v cl mctc( ve||c|e:, mac||ne(v, c|em|ca| c(ccuct:
anc ccmcute( euu|cment
Unt|| (ecent|v, Ce(manv: acve(t|:|nu ma(|et (an|ec be||nc
cn|v t|e US anc 1acan |n te(m: cl :|.e ln t|e |a:t t|(ee
vea(:, |t |a: been :u(ca::ec bv t|e UK anc C||na
% cecc|e J|c
ce¦n|te|v au(ee
Pecc|e |ave tc ta|e me a: t|ev ¦nc me
l t||n| |t |: |mcc(tant tc |ave a |a:t|nu (e|at|cn:||c
J|t| cne ca(tne(
l (eac a neJ:cace( mc:t cav:
l ccnt |||e t|e |cea cl be|nu |n cebt
l c(ele( tc Jatc| te|ev|:|cn c(cu(am: at t|e t|me
t|ev a(e b(cacca:t, (at|e( t|an (ecc(c t|em
ll at ¦(:t vcu cc nct :ucceec vcu mu:t |eec t(v|nu
lt |: |mcc(tant tc be Je|| |nlc(mec abcut t||nu:
lt |: |mcc(tant t|at mv c|ct|e: a|Jav: :me|| l(e:|
l en|cv :cenc|nu t|me J|t| mv lam||v
OJn|nu :tcc|: anc :|a(e: |: tcc (|:|v an
|nve:tment lc( me
Statement
457
440
437
43T
4T4
384
368
358
350
343
Scurce. Cermanv TCl 2008
C|cba| TCl |s cwnec bv l|||warc Brcwn's s|ster ccmpanv KlP
www.tµ|survevs.ccm
!c0 1C |/e·//|e S/./e^e^/· ^ Oe/^.^/
6EPNANY
N A P K E T
F D C U S
146
Jc(|c l|e |cca| anc (eu|cna| neJ:cace( ma(|et |: :t(cnu
anc |mcc(tant |n Ce(manv, but |: :ulle(|nu l(cm a |c:: cl
vcunu (eace(: l|e maua.|ne :ectc( |: bucvant J|t| cve(
800 uene(a| maua.|ne: anc cve( a t|cu:anc :cec|a||.ec
ce(|cc|ca|: cu((ent|v cn t|e ma(|et
lnte(net |: t|e cn|v mec|um tc |ave ua|nec ma(|et :|a(e
:|nce 200T, but :t||| acccunt: lc( |e:: t|an 3 ce(cent cl a||
ac :cenc J|en ca|c-lc( :ea(c| acve(t|:|nu |: exc|ucec
Ove( 90 ce(cent cl Ce(man |cu:e|c|c: |ave cab|e c(
:ate|||te lv J|t| v|eJe(: en|cv|nu a m|x cl l(ee cub||c anc
ccmme(c|a| c|anne|: Ce(manv |: (c|||nu cut c|u|ta| (ac|c
anc lv anc c|an: tc :J|tc| cll |t: ana|cuue t(an:m|tte(:
bv 20T0 |ac| cl t|e ccunt(v: T6 (eu|cn: (euu|ate: |t:
cJn b(cacca:t|nu
Ce(manv |: |cme tc :cme cl t|e Jc(|c: |a(ue:t mec|a
ccnu|cme(ate:, |nc|uc|nu Be(te|:mann, J||c| |ncc(cc-
(ate: PlL -|u(cce: |a(ue:t b(cacca:te(, anc t|e cub-
||:|e( /xe| Sc(|nue(, J||c| ccnt(c|: cve( 22 ce(cent cl
t|e c(e:: |n Ce(manv
C'.||e^oe· /c/ |./·e/e/· ^ Oe/^.^/
ln t|e ca:t, ma(|et|nu Ja: clten :a|c tc be unacccunt-
ab|e Nct anv mc(e lccav, ma(|ete(: a(e (euu|(ec tc
:|cJ |cJ t|e|( excenc|tu(e |: ce||ve(|nu a (etu(n bv
ccnt(|but|nu tc b(anc anc bu:|ne:: :ucce:: /nc t|e(e
a(e c|ea( bene¦t: |n cutt|nu a va|ue cn t|e b(anc c|an
F|(:t, |t a||cJ: lc( (etu(n cn |nve:tment ca|cu|at|cn: tc
be ba:ec cn a t(u|v |cnu-te(m ce(:cect|ve, nct |u:t cn
cutccme: J|t||n cne ¦:ca| vea( /nc :eccnc, |t enab|e:
|nve:tment |vcct|e:e: tc be te:tec - lc( examc|e, tc
¦nc cut J|at |accen: |l excenc|tu(e |: (ecucec
- J|t||n a l(ameJc(| bct| ma(|et|nu anc ¦nance can
unce(:tanc C|ea(|v, b(anc va|uat|cn anc ma(|et|nu
(etu(n cn |nve:tment a(e t|e neJ c|a||enue:
|n ma(|et|nu
D|u|ta| ma(|et|nu a|:c cc:e: c|a||enue: |n ccc(c|nat|nu
|nteu(atec mec|a cccc(tun|t|e:, b(|cu|nu unce(:tanc-
|nu betJeen cn||ne anc cll|ne acve(t|:|nu anc uu|c|nu
acve(t|:e(: |n unce(:tanc|nu t|e :cect(um cl c|u|ta|
ma(|et|nu cct|cn:
|eJ. |^./c^^e^/ ^ Oe/^.^/
w|t| mc(e t|an 22 ca||v, nat|cna| neJ:cace(: anc 300
(eu|cna| c(e:: t|t|e:, Ce(manv |a: cne cl t|e b|uue:t
c(e:: ma(|et: |n |u(cce anc t|e ¦lt| |a(ue:t |n t|e
6EPNANY
Penet(at|cn |%)
U:e(: |||)
lcb||e
Phcne
80
9
Tv
99
81
Ccmputer
Ownersh|p
45
37
lnternet
/ccess
60`
49
Brcac-
banc
12
9
`lnternet access amcnµ aµe µrcup 14·40 vrs |s abcve 80 percent.
S'./e c/ |eJ.
N A P K E T
F D C U S
147
Oe/^.^/· !c0 /J.e//·e/·
T |ec|a Satu(n
2 P(ccte( & Camb|e
3 L|c|
4 Sc(|nue(
5 /|c|
|e/.|^o ^ Oe/^.^/
/lte( vea(: cl a :|uuu|:| eccncmv, ||u| unemc|cv-
ment anc cec(e::ec ccn:ume( :cenc|nu |eve|:, 2006
ma(|ec a tu(na(cunc lc( Ce(man (eta||, J||c| c(ccucec
abcve ave(aue u(cJt| (ate: anc ||u|e( |eve|: cl |nve:t-
ment t|an |n c(ev|cu: vea(:
D|:ccunte( c|anne|: (ema|n :t(cnu HcJeve(, ma(u|n: lc(
c|:ccunte(: a(e |cJ, ma||nu |t ve(v c|l¦cu|t lc( (eta||e(: tc
:ucceec |n t||: :ectc( l||: Ja: ||u|||u|tec J|en wa|-
|a(t J|t|c(eJ l(cm Ce(manv alte( cn|v T0 vea(: |n t|e
ccunt(v anc :c|c |t: cut|et: tc |t: ccmcet|tc( |et(c
Ccnven|ence |: a ma|c( cu((ent t(enc allect|nu Ce(man
(eta|||nu J|t| ccnven|ence :tc(e lc(mat: beu|nn|nu tc
accea( |n |ccat|cn: :uc| a: t(a|n :tat|cn: O(uan|c |:
anct|e( |mcc(tant t(enc l|e numbe( cl c(uan|c :uce(ma(-
|et: |a: been u(cJ|nu anc c|:ccunte(: a(e a|:c excanc|nu
t|e|( c(uan|c (anue: O(uan|c u(cce(|e: a(e c(ec|ctec tc be
cne cl t|e la:te:t u(cJ|nu a(ea: cl |n-:tc(e (eta|||nu
!0· /c/ /J.e//·e/·
l|e mc:t cccu|a( lv c|anne|: amcnu t|e vcunue(
auc|ence a(e PlL, SatT, anc a|:c P(cS|eben, Kabe|T anc
vcx l|e cub||c c|anne|: /PD anc /DF att(act mc(e
t(ac|t|cna| auc|ence:
l|e(e a(e a |uue numbe( cl (eu|cna| anc |cca| (ac|c
:tat|cn:, :cme cub||c anc :cme c(|vate /|| u(cuc: can
be ta(uetec uu|te ea:||v v|a t||: c|anne| Due tc t|e ||u|
numbe( cl m|c-:|.ec c|t|e: ac(c:: t|e ccunt(v |cecent(a|-
|.ec :t(uctu(e), |||um|natec cut-cl-|cme cc:te(: can be a
ve(v el¦c|ent Jav tc acve(t|:e
P(|nt |: :t||| a ve(v |mcc(tant mec|um Ce(manv clle(: an
enc(mcu: va(|etv cl t|t|e:, bct| at a nat|cna| anc |cca| |eve|
l|e u:e cl t|e lnte(net |: u(cJ|nu anc |: e:cec|a||v
(e|evant lc( t|e vcunue( auc|ence

|e/ |||u./J 3/cu^ |e//.·
Ccunt(v /ve(aue
lnvc|vement
4.63
/wareness
lncex
4
Persuas|cn
2.56
Lnjcvment
3.27
!c0 |eJ. 0a/|e/· ^ Oe/^.^/
Te|ev|s|cn
/PD
ZDF
PTl
Sat1
PrcS|eben
Newspaper
B||c |tab|c|c)
Succeutsche
F/Z
D|e we|t
Hance|sb|att
laµaz|nes
Der Sp|eµe|
Stern
Tv 14
Tv lcv|e
Tv Sp|e|f|m
web s|tes
T-On||ne
web.ce
Yahccl
lSN.ce
Sp|eµe|.ce
6EPNANY
N A P K E T
F D C U S
148
Apri| 2008
|a^ |../· .^J !/..
· !'e |c^.^· ue/e /'e //·/ /c e^c/ Oe/^.^/· 'c/ ·0/^o· !'e/ 0a|/ 0./'·
u'.' ./e ·/|| a·eJ ^ /cu^· ·a.' .· !/e/ .^J 3.Je^-3.Je^
· Oe/^.^/ '.· . /.^ca· 0/eu^o //.J/c^ 3ee/ 0a/// |.u· J./^o 0..· /c
1'1o |^/ /'e ^o/eJe^/· /c a·/ ^.|/eJ o/.^ 'c0· /e.·/ .^J u./e/
· |.^/ /.^ca· .c^0c·e/· ue/e Oe/^.^ ^.|aJ^o 1c'.^^ Se0.·/.^ 3..'
|aJuo ..^ 3ee/'c.e^ .^J 1c'.^^e· 3/.'^·
· Oe/^.^/ '.· 2¯ '/|SC0 wc/|J |e//.oe S/e·
· !'e 0//' c/ . 0c|./ 0e./ |^a/ ./ /'e 3e/|^ /cc ./ /'e e^J c/ 2CCo u.·
a·eJ 0/ ^.^/ ^./·e/e/· ^ Oe/^.^/ .^J ·e.e/.| //.Je^./·· ue/e /eo·-
/e/eJ .c^/.^^o /'e 0.0/ 0e./ !'e ^/e/e·/ ^ |^a/ /e·a|/eJ ^ . 2C 0e/.e^/
^./e.·e c/ .·/c/· /c /'e ·cc ^c/e /'.^ 2 ^||c^ .·/c/· ..^e /c ·ee
/'e 0e./
· Oe/^.^/ 0|./· .^ ^0c//.^/ /c|e ^ /'e uc/|J c/ /.·'c^ · |aoc 3c·· |./|
|.oe//e|J .^J wc|/o.^o 1cc0 ./e Oe/^.^/· ^c·/ /.^ca· Je·o^e/·
· Oe/^.^/ · /'e c^|/ |a/c0e.^ .ca^/// /'./ '.· ^c c.e/.|| ·0eeJ |^/ c^
/· 'o'u./· /'e /a/c0.'^ Ca//e^/|/ /'e/e · 0c|/..| Je0./e .0ca/
u'e/'e/ c/ ^c/ /c ^//cJa.e c^e 0a/ /'e ..|| /c/ . ·0eeJ |^/ u|| 0/c0.0|/
0e /ee./eJ .o.^
· / |e.Je/ ^ u.·/e /e./.|^o ^c/e /'.^ SC 0e/.e^/ c/ 0.0e/ .^J o|.·· ·
/e./.|eJ ^ Oe/^.^/ !'e 0/c0|e^ · /'./ e..' ·/./e '.· . J//e/e^/ ·e/ c/
/a|e· c^ /'· ^.//e/
· Oe/^.^· .··a^e /'./ /'e/ /.· ·/·/e^ · /'e ^c·/ .c^0|e· ^ /'e uc/|J //
· ·.J /'./ 1C 0e/.e^/ c/ /'e |/e/./a/e c^ /.·./c^ ^ /'e uc/|J /e/e/· /c /'e
Oe/^.^ /.· ·/·/e^'
!c0 !0·
· Oe/^.^· ^c/^.||/ .JJ/e·· e..' c/'e/ u/' /'e/ ·a/^.^e· .^J Se´ 0^|/
/ca^o 0ec0|e .^J /'c·e u'c ·^cu e..' c/'e/ .e// ue|| .JJ/e·· e..' c/'e/
0/ /'e/ //·/ ^.^e· .^J |a´ // /ca '..e . .c^.e/·./c^ ^ |^o|·' u/' .
Oe/^.^ / · ...e0/.0|e /c ..|| /'e^ 0/ /'e/ //·/ ^.^e e.e^ / /ca/e ^c/
c^ . //·/ ^.^e-0.·· u/' /'e^ 0e..a·e /'e/e · ^c ·a.' J·/^./c^ ^
|^o|·' |cue.e/ u'e^ .c^.e/·^o ^ Oe/^.^ /ca ·'ca|J .|u./· .··
0e/^··c^ //·/ 0e/c/e a·^o /'e/ //·/ ^.^e
· Oe/^.^· ./e o/e./ '.^J-·'.·e/· /'e/ |·e /c Jc ·c 0c/' u'e^
.//.^o .^J u'e^ Je0.//^o |.e^ ·^.|| .'|J/e^ ./e /.ao'/ /c ·'.·e
'.^J· 0e..a·e / · /'cao'/ /c 0e .e// 0c|/e
· Oe/^.^· ^c/^.||/ .·· |cu ./e /ca¯´ .· . |/e/.| .ae·/c^ e·0e./^o
. |/e/.| .^·ue/ ^ .c^//.·/ /c /'e .c^^c^ |^o|·' a·.oe c/ |cu· /
oc^o¯´ ·^0|/ ^e.^^o |´ // ^./ /'e/e/c/e 0e .c^·Je/eJ ·//.^oe
c/ ·a0e//..| /c .·· /'e .ae·/c^ .^J ·ee0 c^ ^c.^o u/'ca/ u./^o
/c/ .^ .^·ue/ |.^/ 0ec0|e u'e^ .··eJ u|| ^ /../ o.e /ca . .e//
Je/.|eJ .^·ue/ ^.|aJ^o u'/ /'e/ ./e ^c/ Jc^o ue|| ./ /'./ ^c^e^/'
Oe/^.^ .a|/a/e · 'o'|/ /../-c/e^/eJ S^.|| /.|·´ u/' ·//.^oe/· Jce·
^c/ '..e . ·o^/..^/ ·c..| /a^./c^ ^ Oe/^.^ .a|/a/e
· // /ca 0/../.e occJ /.0|e ^.^^e/· ./ 'c^e /'e/ u|| ·a//.e ^ Oe/-
^.^/ |c ^c/ uc/// .0ca/ 'cu /c 'c|J /ca/ /c/· c/ u'e/e /c 0|..e /ca/
^.0·^ |cue.e/ /'e/e ./e . /eu /'^o· /'./ /ca ·'ca|J ·ee0 ^ ^^J
/ · 0c|/e /c u·' Oa/e^ /00e// 0e/c/e ·/.//^o /ca/ ^e.| .^J /ca
·'ca|J ·ee0 /ca/ '.^J· c^ /'e /.0|e Ja/^o . ^e.| C'eu^o u/' .^
c0e^ ^ca/' .· ue|| .· 0e|.'^o u|| e^0.//.·· Oe/^.^· ./ /'e /.0|e
!c 3a/
· Sc^e c/ Oe/^.^/· |./oe/ ./e· 'c|J . uee·|/ /./^e/· ^./·e/ u'e/e
/ca ..^ 0a/ .'ee·e· 0/e.J /cue/· .^J c/'e/ /eoc^.| ·0e..|/e·
· // .·/^o 0e/uee^ /c.e^0e/ .^J /'e e^J c/ |e.e^0e/ 0e ·a/e /c .·/
c^e c/ /'e a^.ae C'/·/^.· ^./·e/· 'e|J ^ ^.^/ |c../c^· ../c··
Oe/^.^/ !'e uccJe^ ·/.||· ·e|| . /.^oe c/ //.J/c^.| o//· ^.|aJ^o
/c/· uccJ ../.^o· .^J ..^J|e· .^J ./e /||eJ u/' /'e ./c^. c/ 'c/
.'e·/^a/· o/||eJ ·.a·.oe· .^J ^a||eJ u^e
'·e/a| |^··
uuu·0eoe|Je
uuu/c//cu^oe/^.^/.c^
uuuoe/^.^/-.'/·/^.·-^./·e/c/oa·´
6EPNANY
N A P K E T
F D C U S
149
Dl Cl l/L |/PK|ll NC |FF|Cll v|N|SS l NSl CHlS
151
Consumer Perceptions of Advertising
Formats Vary
w|en a:|ec abcut t|e|( cve(a|| att|tuce: tcJa(c: uene(a|
acve(t|:|nu lc(mat:, ccn:ume(: |n Dvnam|c Lcu|c: /cPeac-
t|cn 5 (e:ea(c| :tucv lee| ve(v c|lle(ent|v abcut t|e va(|cu:
mec|a c|atlc(m: Ce(ta|n|v, |l a:|ec, mc:t cecc|e J||| neve(
:av t|ev Jcu|c |||e tc |ave mc(e acve(t|:|nu |n t|e|( ||ve:
HcJeve(, t|e (e:u|t: :|cJ cecc|e a(e (ecect|ve tc ce(ta|n
tvce: cl acve(t|:|nu
|c(e |nte((uct|ve c( |nt(u:|ve lc(mat:, :uc| a: te|ema(|et|nu
anc :cam |Ncn-cct-|n ema||) a(e at t|e bcttcm cl t|e ||:t |n
te(m: cl ccn:ume( accea| P(|nt acve(t|:|nu |neJ:cace(: anc
maua.|ne) a: Je|| a: lv anc cutccc( acve(t|:|nu (ate mc:t
cc:|t|ve|v w|at |: :u(c(|:|nu |: t|e b(eact| cl lee||nu: abcut
c|lle(ent acve(t|:|nu lc(mat: l||: (e:ea(c| :|cJ: t|e(e |:
a :|un|l|cant c|lle(ence betJeen |cJ ccn:ume(: lee| abcut
te|ema(|et|nu |85 ce(cent neuat|ve) ve(:u: neJ:cace( ac:
|TT ce(cent neuat|ve)
5oseJ on 5ejonJ t|e
C||c| ~ 4or|| 2008
152
NeJ lc(mat: |nc|ucec
|n t|e l|lt|-vea( :u(-
vev Je(e cn||ne :ea(c|
ac: anc ac: cn mcb||e
cev|ce: w|||e |n|t|a|
(e:ea(c| lccu:ec cn
mea:u(|nu t|e el-
lect|vene:: cl ac: cn
mcb||e w/P :|te: |nc|-
cate: t|at t|ev can be
||u||v ellect|ve amcnu
ce(ta|n auc|ence:, t||:
(e:ea(c| :uuue:t: t|at
ccn:ume(: mav nct vet
:ee t|e va|ue |n mcb||e
ac: at t||: :taue l|e
ce(cect|cn mav be t|at
ac: cn mcb||e c|cne:
J||| be |nt(u:|ve anc
|nte((uct|ve, |||e :cam,
t|e(elc(e, t|e(e |: an
cccc(tun|tv lc( acve(t|:e(: anc b(anc: tc c|anue t||: ce(cect|cn bv ccnnect|nu J|t| t|e|(
auc|ence J|en t|e me::aue |: (e|evant lt |: a|:c |||e|v t|at manv cl t|e cecc|e |ave nct
vet :een mcb||e ac:, :c t||: ce(cect|cn mav va(v J|t| excc:u(e
On||ne :ea(c| ac: la|| amcnu t|e m|cc|e cl t|e ||:t, ce(|ac: becau:e :ea(c| (ema|n: a
(e|at|ve|v neJ ac lc(mat ccmca(ec tc neJ:cace( anc lv |J|e(e cecc|e a(e t(a|nec tc ex-
cect acve(t|:|nu) Sea(c| ac: - ce:|unec tc be |nlc(mat|ve J|t||n an |nlc(mat|cn-:ee||nu
env|(cnment - tenc tc :t(|ve lc( (e|evancv, t|u: cne m|u|t excect lc( t|at (ea:cn a|cne
tc :ee :ea(c| ||u|e( cn t|e ||:t cl ccn:ume( c(ele(ence
14
15
11
15
10
11
8
7
6
7
6
3
2
2
42
38
39
33
33
28
25
23
21
19
18
8
5
4
32
33
29
34
34
31
34
29
36
39
41
20
18
8
7
8
13
9
15
14
17
22
20
20
22
24
25
13
4
5
6
8
7
14
14
17
13
13
13
37
46
72
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Newspaper acs
laµaz|ne acs
Tv acs
B|||bcarc|Outcccr acs
Pac|c acs
C|nema acs
Opt-|n ema|| acs
D|rect ma||
Prccuct p|acements
On||ne search acs
On||ne acs
/cs cn mcb||e cev|ces
Ncn-cpt-|n ema||s
Te|emar|et|nµ
verv pcs|t|ve Scmewhat pcs|t|ve Neutra| Scmewhat neµat|ve verv neµat|ve
Scurce. Dvnam|c lcµ|cs /cPeact|cn 5 Survev, n¬933 U.S. respcncents, f|e|cec Sept 2007
153
Pe|evancv |: c|av|nu an |mcc(tant ca(t |n cve(a|| cc|n|cn: cl t|e ac lc(mat: /ccc(c|nu tc
/cPeact|cn 5, t|e mc(e (e|evant cecc|e lee| t|e ac: a(e tc t|em, t|e bette( t|e|( cc|n|cn:
cl t|e lc(mat NeJ:cace(, lv anc maua.|ne ac: Je(e lcunc tc be t|e mc:t (e|evant, J|||e
ac: cn mcb||e cev|ce:, ncn-cct-|n ema||: anc te|ema(|et|nu Je(e |ea:t (e|evant lc an
ea(||e( cc|nt, |t J||| be uc tc mcb||e acve(t|:e(: tc uet c(eat|ve |n te(m: cl tec|nc|cu|e: anc
met|cc: tc (eac| a mc(e (e|evant auc|ence Su(c(|:|nu|v, even J|en (an||nu cn (e|evance,
cn||ne :ea(c| ac: c|acec |n t|e m|cc|e cl t|e ||:t - ce(|ac: becau:e manv ccn:ume(: cc
nct (ea||.e t|at :cme cl t|e :ea(c| (e:u|t: t|ev :ee a(e |n lact acve(t|:|nu
Ove(a||, cn||ne acve(t|:|nu |a: la||en :||u|t|v ccmca(ec tc |t: (an||nu |n ea(||e( /cPeact|cn
:u(vev: l||: mav be |n ca(t becau:e t|e lnte(net :t||| :ulle(: l(cm |t: ||:tc(v cl t|e ea(|v
cav: cl cn||ne acve(t|:|nu, anc cecc|e mav :t||| a::cc|ate |t J|t| t|e anncvance cl ccc-
uc: anc a c|utte(ec mec|a env|(cnment /ccc(c|nu tc t||: :u(vev, cecc|e ce(ce|ve t|at
t|e amcunt cl acve(t|:|nu cn t|e web |: |nc(ea:|nu lJc-t||(c: |66 ce(cent) cl US (e-
:ccncent: :a|c t|at t|e(e a(e mc(e ac: cn t|e lnte(net ccmca(ec tc t|e ca:t :|x mcnt|:
/cPeact|cn (e:u|t: a|:c (evea| muc| va(|ance |n ce(cect|cn: cl cn||ne ac: J|en cecc|e
Je(e a:|ec :cec|l|ca||v abcut lc(mat:, :uc| a: v|cec anc banne( ac:
155
Gaming Sites May Be a Good Platform for CPG
Brands to Persuade Women Ages 45+
|a(|ete(: a(e a|Jav: |cc||nu lc( neJ Jav: tc ccnnect J|t| ccn-
:ume(:, anc c|u|ta| uam|nu can be an att(act|ve acve(t|:|nu ve-
||c|e lc( b(anc: becau:e |t a||cJ: lc( ||u|e( |eve|: cl ccn:ume(
|nvc|vement anc enuauement D|u|ta| uame: ccve( a (e|at|ve|v
c|ve(:e (anue cl uam|nu act|v|t|e:, anc eac| tvce cl uame clle(:
c|lle(ent acve(t|:|nu cccc(tun|t|e:, ma||nu |t c(|t|ca| t|at ma(-
|ete(: unce(:tanc t|e uam|nu |anc:cace anc t|e|( auc|ence:
tc |ave t|e ce:|(ec, cc:|t|ve |mcact
/na|v:|: l(cm Dvnam|c Lcu|c: |a(|etNc(m: cataba:e :|cJ:
t|at acve(t|:|nu cn uame: anc ccnte:t |uam|nu) web :|te:
T
can
be ||u||v ellect|ve |n |nc(ea:|nu b(anc met(|c: lc( va(|cu: b(anc
:ectc(: anc cemcu(ac||c: ln ca(t|cu|a(, CPC |ccn:ume( cac|auec
uccc:) acve(t|:ement: cn uam|nu :|te: tenc tc ce(lc(m muc|
bette( amcnu Jcmen aue: 45+ ccmca(ec J|t| vcunue( lema|e:
/nc t||: |: nct a :ma|| auc|ence - |n lact, 83 m||||cn Jcmen
aue: 45+ :av t|ev acce:: t|e lnte(net tc c|av cn||ne uame:,
accc(c|nu tc Fcca|v:t
2

ln t|e c|a(t be|cJ, t|e |mcact |a: mea:u(ec bv t|e c|lle(ence
betJeen Jcmen excc:ec tc t|e ac: anc t|c:e |n t|e ccnt(c|
u(cuc) cl CPC ac: ac(c:: va(|cu: lema|e aue u(cuc: :|cJ:
|nc(ea:e: |n t|e ce(:ua:|cn met(|c: t|at a(e :|un|l|cant|v ||u|e(
amcnu Jcmen aue: 45+ ccmca(ec tc vcunue( Jcmen w|||e
t|e(e |: a|mc:t nc :|un|l|cant |mcact cn b(anc lavc(ab|||tv amcnu
lema|e: unce( aue 45, CPC ac: cn uam|nu :|te: v|e|c a ce|ta cl
+33 ce(centaue cc|nt: amcnu lema|e: aue: 45+
5oseJ on 5ejonJ t|e
C||c| ~ Norc| 2008
156
Fc( CPC b(anc:, b(anc lavc(ab|||tv |: tvc|ca||v t|e mc:t c|ll|cu|t met(|c tc mcve t|(cuu|
acve(t|:|nu, :|nce ccn:ume(: clten Ja|t unt|| alte( t|ev |ave t(|ec t|e c(ccuct tc lc(m an
cc|n|cn :|nce t|e:e a(e clten |cJe(-c(|cec |tem: ln t||: ca:e, CPC acve(t|:|nu cn uam|nu
:|te: |: ab|e tc ce(:uace Jcmen aue: 45+ tc lc(m an cc|n|cn belc(e t(|a|cu(c|a:e anc
t|e (e:u|t: :|cJ t|e:e :||lt: |n b(anc ce(cect|cn: a(e cc:|t|ve, mc:t nctab|v amcnu t||:
cemcu(ac||c ll CPC acve(t|:e(: a(e |ntent cn mcv|nu bcttcm-lunne| met(|c: amcnu t||:
cemcu(ac||c, t|ev :|cu|c :t(cnu|v ccn:|ce( c|ac|nu t|e|( ac camca|un: cn uam|nu :|te:
|a(|ete(: J|:||nu tc enuaue |n t|e uam|nu :cace tc (eac| t|e|( ta(uet auc|ence neec
tc ceve|cc an unce(:tanc|nu cl c|lle(ent tvce: cl uame: anc t|e acve(t|:|nu cct|cn:
ava||ab|e tc ellect|ve|v u:e cn||ne uam|nu :|te: tc cut t|(cuu| t|e c|utte( anc ac||eve
b(anc|nu cb|ect|ve:
1.5
0.0
3.3`
3.7`
4.2
4.4`
ßrand Favorabi|ity Purchase lntent
CP6 Ads on 6amine Sites Amone Women
Aees 18-34 Aees 35-44 Aees 45+
A
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` Stat|st|ca||v s|µn|f|cant c|fference at 90% ccnf|cence |eve|
De|ta ¬ Lxpcsec % - Ccntrc| %
Scurce. Dvnam|c lcµ|cs lar|etNcrms campa|µns frcm the |ast 3 vears thrcuµh O3|2007
N¬47 campa|µns, n¬23,205 respcncents
157
Be|cJ a(e ct|e( t||nu: tc ccn:|ce( J|en t||n||nu abcut acve(t|:|nu cn uam|nu :|te:
Ce(ta|n tvce: cl uame: accea| tc cecc|e c|lle(ent|v, J||c| mav |n tu(n |nl|uence |cJ ·
c|lle(ent aue u(cuc: ce(ce|ve acve(t|:|nu anc b(anc: a::cc|atec cn t|e:e :|te: Olten,
ac-:uccc(tec l(ee uame: cn web :|te: a(e ta(uetec tcJa(c: a ma:: auc|ence :|nce
t|e:e uame: a(e ea:v tc |ea(n anc can be c|avec |n :|c(te( :e::|cn: Bea( |n m|nc vcu(
auc|ence anc t|e tvce: cl uame: t|at Jcu|c mc:t accea| tc ||m c( |e(, enab||nu cc:|t|ve
(ub cll cntc vcu( b(anc
la(uet|nu - /: J|t| cn||ne c|:c|av acve(t|:|nu, ta(uet|nu mav be u:ec tc (eac| (e|evant ·
cemcu(ac||c: anc aue u(cuc: cn va(|cu: uam|nu :|te: c( J|t||n :cec|l|c uame: cn t|e
:ame :|te Bv acc|v|nu (e|evant ta(uet|nu tec|n|uue:, acve(t|:|nu camca|un: ccu|c v|e|c
u(eate( ellect|vene:: amcnu ce(ta|n cemcu(ac||c auc|ence:
||nc:et cl uame(: - B(anc: cn uam|nu :|te: enuaue J|t| cecc|e J|en t|ev a(e |n a ·
c|lle(ent :tate cl m|nc t|an J|en b(cJ:|nu cn ct|e( tvce: cl :|te: Unce(:tanc|nu t|e
m|nc:et cl vcu( auc|ence |: |mcc(tant |l vcu Jant tc :ucce::lu||v ccmmun|cate tc ||m
c( |e(
T
Came: anc ccnte:t web :|te: a(e cel|nec |n |a(|etNc(m: a: t|c:e :|te: clle(|nu cn||ne anc ccJn|cacab|e
uame:, c(c::Jc(c cu..|e:, v|(tua| ca:|nc:, :Jeec:ta|e: anc uam|nu t|c: anc (ev|eJ:
2
Fcca|v:t |JJJlcca|v:tccm) |: a |eac|nu :cu(ce cl |nlc(mat|cn anc |n:|u|t: abcut Babv Bccme(: anc |atu(e
ccn:ume(: |n t|e US /: a ||||Ja(c B(cJn :cec|a|tv c(act|ce :uccc(tec bv //PP Se(v|ce: lnc
S|
Fcca|v:t
clle(: a b(cac (anue cl uua||tat|ve anc uuant|tat|ve cu:tcm (e:ea(c| :c|ut|cn: Fcca|v:t c|cnee(ec t|e |a(ue:t,
mc:t ccmc(e|en:|ve :tucv eve( ccncuctec abcut Bccme(: anc |atu(e: anc |a: t|e un|uue exce(t|:e tc |e|c
ma(|ete(: bette( unce(:tanc anc ccnnect J|t| t||: |mcc(tant cemcu(ac||c
159
Media Work Best Together, Playing Different
Roles in Driving the Consumer Purchase Process
Lcu|c, a ||||Ja(c B(cJn ccmcanv, (e|ea:e: neJ ana|v-
:|: cl 32 c(c::-mec|a camca|un: ac(c:: T0 cateuc(|e: :|cJ-
|nu t|at mec|a Jc(| be:t J|en u:ec tcuet|e( /|| t|(ee mec|a
c|atlc(m: - te|ev|:|cn, maua.|ne:, anc cn||ne - ccnt(|bute
|nc(ementa||v tc b(anc met(|c:, but at c|lle(ent |eve|:, b(|nu|nu
va(|cu: :t(enut|: at c|lle(ent cc|nt: a|cnu t|e cu(c|a:e lun-
ne| lv anc cn||ne: ccnt(|but|cn: Je(e mc(e acca(ent cu(|nu
t|e aJa(ene:: :taue:, J|||e maua.|ne: Je(e :t(cnue( at bu||c-
|nu b(anc lavc(ab|||tv anc cu(c|a:e |ntent l|e:e l|nc|nu: a(e
ccn:|:tent J|t| (e:u|t: l(cm an ea(||e( ana|v:|: ccncuctec bv
Dvnam|c Lcu|c |n 2006
Fc( t||: ana|v:|:, Dvnam|c Lcu|c |:c|atec t|e |mcact cl lv ac-
ve(t|:|nu, t|en a::e::ec cn||ne: ccnt(|but|cn |n acc|t|cn tc lv, vv
anc l|na||v |cc|ec at maua.|ne: accec tc t|e cn||ne anc lv
ccmb|nat|cn l|e c|a(t be|cJ :umma(|.e: t|e |nc(ea:e: |n
b(anc met(|c: l(cm mec|a ccmb|nat|cn: cve( t|e |eve|: (ec(e-
:entec bv lv a|cne l|e :tucv ccmca(ec cecc|e J|c |ac t|e
cccc(tun|tv tc :ee cn|v lv acve(t|:|nu J|t| t|c:e J|c |ac t|e
cccc(tun|tv tc :ee lv |n ccmb|nat|cn J|t| ct|e( mec|a Fc(
examc|e, cn||ne acve(t|:|nu (ec(e:ent: t|e |nc(ea:ec |mcact
cl cn||ne c|:c|av acve(t|:|nu ccmb|nec J|t| lv |+37 ce(cent-
aue cc|nt: lc( a|cec b(anc aJa(ene::) l|e maua.|ne va|ue:
(ec(e:ent t|e |cc:|t|ve) c|anue |n eac| met(|c c(ccucec bv
acc|nu maua.|ne acve(t|:|nu tc lv anc cn||ne u:|nu t|e :ame
acc(cac|
5oseJ on w|ot´s /n I|e
N|x - 0cto0er 2007
160
l|e |nc(ementa| va|ue: l(cm t|e acc|t|cn cl maua.|ne: Je(e ve(v :t(cnu, acc|nu mc:t
|mcact lu(t|e( ccJn t|e cu(c|a:e lunne| J|t| ccnt(|but|cn: tc b(anc lavc(ab|||tv ce(cec-
t|cn: anc cu(c|a:e |ntent
/0!| |e/.e^/.oe-0c^/ ^./e.·e· ./e ..|.a|./eJ .^J /e·/eJ /c/ ·/./·/..| ·o^/..^.e ./ .
9C/ .c^/Je^.e |e.e| C.^0.o^· ^.|aJeJ ^ /'e·e .oo/eo./e /e·a|/· ^.|aJe /'c·e u'.'
'..e /e|e.·c^ ^.o.·^e .^J c^|^e ^eJ. ·.'eJa|eJ .c^0././.e|/ ./ ·^|./ /^e 0e-
/cJ· u'e/e /'e .aJe^.e c.e/|.0 JJ ^c/ /e·a|/ ^ 'o'|/ J·./e/e o/ca0· u/' .//0..|
.aJe^.e .'./../e/·/.·
lncrementa| Effect of Nedium on ßrand Netrics. Dvera|| Studies
Averaee Percentaee-Point lncrease Dver Unexposed lContro|) ßase|ine
Aided ßrand
Awareness
Advertisine
Awareness
Nessaee
Association
Source: N|||worJ 5rown onJ 0jnom|c |oç|c CrossNeJ|o Peseorc| N=J2 comoo|çns 2004-2007
0e|to=ExooseJ-Contro|
ßrand
Favorabi|ity
Purchase
lntent
TV Dn|ine Naeazine
17. 0
22. 5
9. 0
11. 8
12. 6
35
30
25
20
15
10
5
0
5. 7
3. 7
7. 6
3. 4
1. 7
3. 9
7. 3
1. 6
2. 9
7. 0
1. 0
4. 6
8 . 3
4. 4
9. 8
161
Ot|e( |ev l|nc|nu:
lv acve(t|:|nu ce(lc(m: t|e :t(cnue:t lc( uene(at|nu b(anc aJa(ene:: w|en u:ec |n ·
ccmb|nat|cn J|t| lv, maua.|ne anc cn||ne eac| bu||c cn t|e |n|t|a| aJa(ene:: |mcact
cl lv Ove( t|e:e 32 mu|t|mec|a camca|un:, maua.|ne: |nc(ementa| aJa(ene:: accec
nea(|v a: muc| tc t|e tcta| a: lv
Bct| maua.|ne anc cn||ne acve(t|:|nu uene(ate :|un|l|cant ||lt: J|en u:ec |n ccn|unc- ·
t|cn J|t| lv lv anc maua.|ne acve(t|:|nu c(ccucec u(eate( |nc(ementa| b(anc anc ac
aJa(ene:: ua|n: t|an cn||ne acve(t|:|nu
lnc(ementa| ccnt(|but|cn: l(cm maua.|ne acve(t|:|nu a(e :t(cnue:t lc( b(anc lavc(ab|||tv ·
anc cu(c|a:e |ntent l|ev abcut ccub|e t|e ave(aue ce(:ua:|cn ccnt(|but|cn cl lv anc
cn||ne ccmb|nec
On||ne |: a bcc:te( cn a|| |ev aJa(ene:: anc ce(:ua:|cn met(|c: ·
l||: |n|t|a| (e:ea(c| a||cJ: u: tc beu|n tc uuant|lv t|e :vne(uv cl c(c::-mec|a camca|un:
lt a|:c :uuue:t: t|at t|(cuu| lu(t|e( (e:ea(c| Je mav beu|n tc exam|ne J|et|e( t|e(e
a(e cc:t-ell|c|enc|e: J|t||n ce(ta|n mec|a ccmb|nat|cn: t|at ccu|c :|un|l|cant|v |nc(ea:e
an acve(t|:e(: |mcact, J|t|cut |nc(ea:|nu cc:t:
l|e (e:u|t: ac(c:: t|e:e :tuc|e: Je(e auu(euatec |n c(ce( tc bette( unce(:tanc |cJ t|e:e
mec|a Jc(| tcuet|e( tc :uccc(t b(anc met(|c: l|e c(c::-mec|a camca|un: u:ec |n t|e
ana|v:|: |ac :|m||a( mec|a a||ccat|cn anc cuc||cat|cn |eve|:
l||: ana|v:|: |: ba:ec cn eva|uat|cn: cl 32 c(c::-mec|a camca|un: CPC |T4), /utcmct|ve |5), Ccn:ume( ||ec-
t(cn|c: |4), lnlc(mat|cn lec|nc|cuv |4), /cca(e|, F|nanc|a| Se(v|ce:, /|cc|c|, Ncn-P(cl|t, |nte(ta|nment
163
Concentrated Online Ad Exposures Enhance
the Impact on Purchase Intent
NeJ ana|v:|: ba:ec cn Dvnam|c Lcu|c: |a(|etNc(m: cata-
ba:e :|cJ: t|at ccncent(atec ac excc:u(e t|at cccu(: J|t||n a
24-|cu( ce(|cc can |ave a u(eate( ellect cn cu(c|a:e |ntent c(
ccn:|ce(at|cn t|an :ee|nu t|e :ame numbe( cl ac: :c(eac cve(
a |cnue( ce(|cc cl t|me
U:|nu |a(|etNc(m:, J||c| auu(euate: (e:u|t: l(cm 3,254 ||ve
cn||ne ac camca|un:, Je can ccmca(e t|e |mcact cl excc:u(e
c|:t(|but|cn cn cu(c|a:e |ntent, J||c| |: u:ua||v t|e mc:t c|ll|-
cu|t-tc-mcve ce(:ua:|cn met(|c
l|e c|a(t be|cJ :|cJ: t|at a: l(euuencv |nc(ea:e: |x-ax|:), t|e
|mcact cl excc:u(e, c( ce|ta |v-ax|:), a|:c uce: uc l|e |mcact
|nc(ea:e: a(e ||u|e( lc( t|e (ec ||ne, J||c| (ec(e:ent: ccncen-
t(at|cn cl excc:u(e: J|t||n a 24-|cu( ce(|cc, t|an lc( t|e b|ue
||ne, J||c| (ec(e:ent: c|:t(|but|cn cl excc:u(e: cve( a |cnue(
ce(|cc cl t|me
5oseJ on 5ejonJ t|e
C||c| ~ 4uçust 2007
164
lt |: Jc(t| nct|nu t|at cu(c|a:e |ntent :cc(e: mc(e t|an ccub|e J|en acve(t|:|nu |: :|cJn
t|(ee t|me: J|t||n a ccncent(atec t|mel(ame |J|t||n t|e ccu(:e cl a :|nu|e cav), |n:teac
cl cve( a |cnue( ce(|cc cl t|me But, t|e |mcact cn Pu(c|a:e lntent |: nct a: :t(cnu J|en
t|e l(euuencv |eve| uce: tcc ||u| |T0+ excc:u(e (anue) J|t||n 24 |cu(: l|e ellect cl
ccncent(atec ac excc:u(e e::ent|a||v uce: aJav - c|:ce(:ec ve(:u: ccncent(atec a(e
euua||v ellect|ve at T0+ excc:u(e:
Purchase lntent
0
e
|
t
a
Frequency of Exposure
Source: Dynamic Logic’s MarketNorms through Q1/2007
Note 1: ‘All Ads Seen In 1 Day’ N=2,611 campaigns, n=2,474,149 respondents;
‘Ads Seen In More Than 1 Day’ N=2,471 campaigns, n=2,410,737 respondents
Note 2: ‘All Ads Seen In 1 Day’ includes media purchased as fixed roadblocks
as well as that running in rotated placements
3
0
2
1. 9
0. 6
0. 9
1. 5
2. 6
2. 8
2. 2
2. 2
3 4 - 9 10 +
/|| /cs Seen ln 1 Dav /cs Seen ln lcre Than 1 Dav
165
l||: |: |mcc(tant neJ: lc( ma(|ete(: anc acve(t|:e(: J|c:e ma|n uca| |: tc c(|ve cu(c|a:e
|ntent c( ccn:|ce(at|cn ln:teac cl (unn|nu a lu||-:|.e camca|un t|at m|u|t |a:t lc( Jee|:,
anct|e( acc(cac| m|u|t be tc enuaue |n cu|:e: cl ccncent(atec acve(t|:|nu J|t||n a :|c(t
ce(|cc cl t|me, ce(|ac: u:|nu (cacb|cc|: HcJeve(, l(euuencv :|cu|c a|:c be caccec at
nc mc(e t|an lcu( tc n|ne excc:u(e: |n a :|nu|e cav ce( ce(:cn
SP|/K|PS BUP|/U
169
C|cba|
L||een Campbe| |
Laneuaee
ª Ene|ish
Topics
ª Chi|dren's Pesearch
ª Youth Trends
Dther
ª 6uest Lecturer at
Harvard ßusiness
Schoo|
ª Nember of Executive
Advisory Committee
of the University
of Nichiean's
Proeram in Survey
Nethodo|oey
ª 2007 Chair of the
CASPD ßoard of
0irectors
|||een Camcbe|| |: C|O cl ||||Ja(c B(cJn anc |a: (e:ccn:|-
b|||tv lc( a|| cl ||||Ja(c B(cJn: bu:|ne::e: a(cunc t|e Jc(|c
S|e Ja: c(ev|cu:|v c(e:|cent cl u|cba| ceve|ccment
He( exten:|ve exce(|ence |n b(anc |cent|tv, b(anc euu|tv,
acve(t|:|nu, neJ c(ccuct ceve|ccment, lnte(net, anc
vcut| ma(|et|nu cc:|t|cn: |||een a: a t|cuu|t |eace( |n
t|e ma(|et (e:ea(c| |ncu:t(v l|(cuu|cut |e( ca(ee(, :|e
|a: Jc(|ec exten:|ve|v bct| |n uua||tat|ve anc uuant|ta-
t|ve (e:ea(c| S|e |a: c(cv|cec ma(|et|nu ccn:u|tancv tc
a va(|etv cl Fc(tune T00 ccmcan|e: |n t|e CPCF|CC,
l|nanc|a| :e(v|ce:, autcmct|ve, tec|nc|cuv, ente(ta|nment,
anc acve(t|:|nu |ncu:t(|e: Leac|nu c||ent: J|t| J|cm
|||een |a: Jc(|ec |nc|uce Cene(a| ||||:, l|/X Cc(cc(at|cn,
3|, P|| |:bu(v, anc Cac|ta| One
|||een |c|c: a bac|e|c(: ceu(ee |n eccncm|c: anc bu:|ne::
acm|n|:t(at|cn l(cm He|ce|be(u Cc||eue
170
C|cba|
Peter Ca|n
Laneuaee
ª Ene|ish
ª French
Topics
ª Time Series
Econometrics
ª 0ynamic Narket Nix
Node|ine
ª Short- and Lone-run
marketine PDl
Pete( Ca|n |eac: ||||Ja(c B(cJn Oct|mc(: eccncmet(|c
mcce||nu c(act|ce u|cba||v l|e un|t :cec|a||.e: |n t|e u:e anc
ceve|ccment cl be:t-c(act|ce eccncmet(|c tec|n|uue: anc
mcce|: tc eva|uate :|c(t- anc |cnu-(un (etu(n: cn ma(|et|nu
|nve:tment: anc acv|:e c||ent: cn cct|ma| bucuet a||ccat|cn
ac(c:: b(anc: anc ma(|et|nu c|anne|:
Pete( |c|nec ||||Ja(c B(cJn Oct|mc( l(cm /CN|e|:en J|e(e
|e Jc(|ec a: an |nte(nat|cna| mcce||nu anc ana|vt|c: ccn-
:u|tant anc excancec t|e cc(e :tc(e-|eve| mcce||nu anc
ana|vt|c: :e(v|ce ln t||: cacac|tv, Pete( manauec c(c|ect:
anc ca((|ec cut uuant|tat|ve mcce||nu ana|v:e: lc( va(|cu:
|nte(nat|cna| CPCF|CC c||ent: ccve(|nu c(|c|nu, c(cmc-
t|cn: anc acve(t|:|nu cec|:|cn: Ot|e( cut|e: |nvc|vec t|e
c|::em|nat|cn cl be:t mcce||nu anc eccncmet(|c: c(act|ce
t|(cuu|cut t|e ccmcanv
P(|c( tc /CN|e|:en, Pete( Jc(|ec lc( lPl a: :en|c( ceve|ccment
manaue(, J|e(e |e Ja: (e:ccn:|b|e lc( t|e ceve|ccment cl
auu(euatec ma(|et |eve| mcce||nu anc lc(eca:t|nu :e(v|ce:,
J(|t|nu cace(: lc( cee(-(ev|eJec acacem|c |cu(na|: anc
ccnt(|but|nu tc lPl cub||cat|cn: He a|:c ceve|ccec met|cc: cl
a::e::|nu t|e |cnu-te(m |mcact cl ma(|et|nu mec|an|c: anc
c(e:entec tc c||ent: at bct| |nte(na| anc exte(na| ccnle(ence:
Pete( (ece|vec ||: BSc anc |/ ceu(ee: |n eccncm|c: l(cm
t|e Un|ve(:|tv cl wa(J|c| anc ||: P|D |n eccncm|c: anc
acc||ec eccncmet(|c: l(cm t|e Un|ve(:|tv cl Nctt|nu|am
171
Nc(t| /me(|ca
Tcm De|er|e|n
Laneuaee
ª Ene|ish
Topics
ª lnteractive|0ieita|
ª CrossNedia|
lnteerated
ª Leadership and
Nanaeement
lcm |c|nec Dvnam|c Lcu|c |n 2000 anc |: :en|c( v|ce c(e:|-
cent, cc(cc(ate ceve|ccment He |a: c|avec an |n:t(umenta|
(c|e |n t|e ccmcanv: u(cJt| anc ceve|ccment, |e|c|nu tc
ceve|cc Dvnam|c Lcu|c |ntc an exce(t anc t(u:tec :tanca(c
lc( ma(|et|nu ellect|vene:: mea:u(ement lcm |a: been
|nvc|vec |n t|e |nte(act|ve acve(t|:|nu :cace :|nce T996 P(e-
v|cu:|v, |e Ja: t|e NeJ Yc(| b(anc| manaue( lc( NetC(av|tv
|ncJ ca(t cl Dcub|eC||c|)
C(acuat|nu l(cm Un|tec State: ||||ta(v /cacemv, we:t Pc|nt
|n T989, lcm :cent nea(|v l|ve vea(: |n t|e m|||ta(v He ua|nec
exten:|ve |eace(:||c anc cce(at|cn: exce(|ence J|||e |eac-
|nu t|(ee c|lle(ent c(uan|.at|cn: anc ccc(c|nat|nu act|v|t|e:
lc( cve( 800 ce(:cnne| l(cm lcu( ccunt(|e: ln 2005, lcm
Ja: (eca||ec tc act|ve cutv He Ja: aJa(cec a Pu(c|e Hea(t
anc B(cn.e Sta(
He |a: |e|c va(|cu: :a|e: anc, :a|e: manauement (c|e: at
1c|n:cn & 1c|n:cn anc Pa(amet(|c lec|nc|cuv Cc(cc(at|cn
lcm |c|c: a ma:te(: ceu(ee |n :v:tem: manauement l(cm
Un|ve(:|tv cl Scut|e(n Ca||lc(n|a anc an |B/ l(cm NYU
Ste(n Sc|cc| cl Bu:|ne::
lcm |: a l(euuent uue:t |ectu(e( at NeJ Yc(| Un|ve(:|tv |n
|nte(act|ve anc b(anc ma(|et|nu He |a: been uuctec anc
leatu(ec |n manv mec|a |nc|uc|nu !'e /eu )c/· !^e· anc
NBC N|u|t|v NeJ:
C|cba|
Sue L|ms
Laneuaee
ª Ene|ish
Topics
ª Nedia
ª Seementation
Awards
ª ßest Paper Nedia
Pesearch 6roup
2005
ª Awarded a Nerit
in WPP's Atticus
Awards 2007
/: execut|ve v|ce c(e:|cent cl t|e u|cba| mec|a c(act|ce, Sue
||m: (c|e |: tc |e|c t|e ||||Ja(c B(cJn C(cuc ce||ve( cut-
:tanc|nu |n:|u|t anc eva|uat|cn tc :uccc(t t|e be:t mec|a
cec|:|cn: |n t||: neJ Jc(|c
Sue |a: :cent mc:t cl |e( Jc(||nu ||le J|t| ma|c( mec|a anc
acve(t|:|nu auenc|e: S|e beuan |e( ca(ee( at Lec Bu(nett, t|en
mcvec tc L|nta: S|e Ja: |ate( accc|ntec manau|nu c|(ectc(
anc Jc(|cJ|ce bca(c c|(ectc( at ln|t|at|ve |ec|a Futu(e: P(|c(
tc |c|n|nu ||||Ja(c B(cJn, Sue Ja: manau|nu c|(ectc( cl Ca(at
ln:|u|t anc bca(c c|(ectc( cl /eu|: |ec|a UK Du(|nu |e(
ca(ee( :|e |a: Jc(|ec J|t| a numbe( cl |eac|nu ccmcan|e:
|nc|uc|nu Un||eve(, D|auec, Penau|t anc /OL
Sue |: a l(euuent :cea|e( at ma|c( mec|a |ncu:t(v event:
anc |: a ca:t c|a|(man cl t|e UK |ec|a Pe:ea(c| C(cuc
S|e |a: a B/ |n mcce(n a(t: anc a cc:tu(acuate ma(|et|nu
ceu(ee l(cm K|nu:tcn Un|ve(:|tv Sue |: ba:ec |n Lcnccn, but
Jc(|: J|t| c||ent: |n a|| ca(t: cl t|e Jc(|c
172
173
C|cba|
/ncv Creenf|e|c
Laneuaee
ª Ene|ish
Topics
ª 0ecommoditizine
ßrands
ª The ßrand
Experience
ª Entrepreneuria|
Strateeies in Laree
Corporations
Awards
ª 2001 Ernst & Youne
Entrepreneur of the
Year Award in the
ßusiness Services
Cateeory
/ncv |: C|O cl C(een¦e|c Ccn:u|t|nu C(cuc, ||||Ja(c B(cJn:
Nc(t| /me(|can uua||tat|ve c|v|:|cn /ncv |: a ||u||v (eua(cec
|eace( |n uua||tat|ve (e:ea(c| anc |a: exten:|ve ma(|et|nu,
acve(t|:|nu, b(anc|nu, neJ c(ccuct ceve|ccment anc ma(|et-
|nu (e:ea(c| exce(|ence
/ncv lcuncec C(eenl|e|c Ccn:u|t|nu C(cuc |n T983, bu||c|nu
|t |ntc Nc(t| /me(|ca: |eac|nu uua||tat|ve (e:ea(c| l|(m He
c|anuec t|e ca(ac|um cl t|e uua||tat|ve (e:ea(c| |ncu:t(v bv
||(|nu :en|c(-|eve| acve(t|:|nu anc ma(|et|nu execut|ve: tc
ccncuct uua||tat|ve (e:ea(c| at a t|me J|en c:vc|c|cu|:t:
anc :cc|c|cu|:t: ccm|natec t|e |ncu:t(v ln T994, /ncv aua|n
c|anuec t|e |ncu:t(v J|en |e c(eatec C(eenl|e|c On||ne,
t|e l|(:t cn||ne ma(|et|nu (e:ea(c| ccmcanv He :c|c C(een-
l|e|c On||ne |n T999 tc a u(cuc cl c(|vate |nve:tc(: t|at
|nc|ucec ||c|ae| De||, Un|tec Ban| cl SJ|t.e(|anc, anc
Fc((e:te( Pe:ea(c| ln |av 2002, C(eenl|e|c Ccn:u|t|nu
C(cuc Ja: acuu|(ec bv ||||Ja(c B(cJn
/ncv |c|c: a B/ |n c|||c:cc|v l(cm Cc|uate Un|ve(:|tv, anc
an |/ anc /BD |n c|||c:cc|v l(cm B(cJn Un|ve(:|tv
C|cba|
N|µe| Hc| ||s
Laneuaee
ª Ene|ish
Topics
ª ßrand Equity
ª Creativity
ª New Nedia
Dther
ª Four-time Winner
of the WPP Atticus
Award
ª Pub|ishes a Nonth|y
Point of View on
New Narketine
Thinkine
ª Posts His Comments
at www.mb-b|oe.com
and
www.brandrepub|ic.
com|b|oes|
N|ue| |: ||||Ja(c B(cJn: c||el u|cba| ana|v:t / 28 vea( (e-
:ea(c| vete(an, N|ue|: exce(|ence anc unce(:tanc|nu cl |cJ
ma(|et|nu ccmmun|cat|cn: can bu||c anc ma|nta|n b(anc:
|e|c: ||m acc(e:: t|e |::ue: lac|nu ma(|ete(: |n tccav: la:t
c|anu|nu Jc(|c
/lte( a lcu(-vea( :t|nt J|t| Cacbu(v Sc|Jecce: |n t|e UK,
N|ue| |c|nec ||||Ja(c B(cJn, J|e(e |e |a: been |n:t(umen-
ta| |n ceve|cc|nu :cme cl ||||Ja(c B(cJn: mc:t :ucce::lu|
(e:ea(c| :c|ut|cn: N|ue| |a: Jc(|ec J|t| a J|ce (anue cl
u|cba| c||ent:
/ ccnt(a(|an bv natu(e, N|ue| (a(e|v accect: t||nu: at lace va|ue
He |: a lcu(-t|me J|nne( cl wPP: c(e:t|u|cu: /tt|cu: /Ja(c
|lc( c(|u|na| cub||:|ec t||n||nu |n ma(|et|nu :e(v|ce:) H|: bcc|
cn t|e c|a||enue lac|nu u|cba| b(anc:, !'e O|c0.| 3/.^J, J||| be
cub||:|ec bv Pa|u(ave-|acm|||an |n t|e la|| cl 2008
174
175
C|cba|
Craham Paµe
Laneuaee
ª Ene|ish
Topics
ª Neuroscience and
Neuromarketine
ª Po|e of Emotion
in Advertisine and
How to Neasure it
ª ßrand E|asticity
Awards
ª ßest Paper Dvera||
at the 2006
ESDNAP Coneress
for "Coenitive
Neuroscience,
Narketine and
Pesearch. Separatine
Fact From Fiction"
ª Nerit in WPP At-
ticus Awards 2007
for "The Va|ue
of ßio|oeica| and
Coenitive Copy-
Testine Nethods"
C(a|am |: execut|ve v|ce c(e:|cent cl u|cba| :c|ut|cn:, t|e
||||Ja(c B(cJn team t|at ceve|cc: neJ :c|ut|cn: anc ac-
c(cac|e: tc |e|c ma(|ete(: c(|ve t|e|( b(anc: anc :e(v|ce:
lc(Ja(c
He |a: Jc(|ec lc( ||||Ja(c B(cJn :|nce T992, c(cv|c|nu b(anc
cJne(: |n manv c|lle(ent |ncu:t(|e: J|t| an:Je(: tc t|e|( ma(-
|et|nu uue:t|cn: Belc(e mcv|nu |ntc an |nncvat|cn (c|e anc
(etu(n|nu tc t|e UK J|e(e |e |: ncJ ba:ec, C(a|am :cent
t|(ee vea(: Jc(||nu cn ma|c( c||ent c(c|ect: |n t|e US
/ l(euuent ccmmentatc( cn b(anc |::ue:, C(a|am |a: J(|tten
anc c(e:entec cn a J|ce (anue cl tcc|c: |nc|uc|nu t|e c(|ve(:
cl b(anc :ucce::, ccn:ume( :eumentat|cn, b(anc e|a:t|c|tv
anc cc(cc(ate (ecutat|cn
|c:t (ecent|v |e |a: unce(ta|en c|cnee(|nu (e:ea(c| |ntc
|cJ neu(c:c|ence tec|n|uue: m|u|t be u:ec tc bette( unce(-
:tanc ccn:ume(: (e:ccn:e: tc b(anc: anc ma(|et|nu
C(a|am |c|c: a B/ |n exce(|menta| c:vc|c|cuv l(cm Oxlc(c
Un|ve(:|tv
176
C|cba|
Ccrccn P|ncctt
Laneuaee
ª Ene|ish
Topics
ª lnteerated
Communications
ª Print Advertisine
Effects
ª ßrand Equity
ª Dn|ine Narketine
Awards
ª Joint Winner
Narket Pesearch
Cateeory, Atticus
Awards 2005
ª ßest Technica|
Paper, Narket
Pesearch Society
Conference 2000
ª ßest Paper,
Narketine Pesearch
Society Conference
1999
Cc(ccn |a: 30 vea(: exce(|ence |n t|e :t(ateu|c c|ann|nu
anc (e:ea(c| eva|uat|cn cl b(anc: anc ccmmun|cat|cn:

ln t|e ea(|v T980: |e Jc(|ec lc( a ma|c( UK cac|auec
uccc: ccmcanv a: a b(anc c|anne( cn :cme cl t|e mc:t
lamcu: ac camca|un: cl t|e t|me ln t|e m|c anc |ate T980: |e
Ja: a bca(c c|(ectc( cl Saatc|| anc Saatc||, t|en t|e b|uue:t
auencv |n Lcnccn, J|e(e |e Jc(|ec lc( b(anc: |nc|uc|nu le:cc,
l(u:t|cu:e Fc(te, F|vmc anc Famcu: C(cu:e
ln T989 |e |c|nec ||||Ja(c B(cJn He |a: Jc(|ec cn a numbe(
cl ma|c( u|cba| b(anc: anc |: ncJ c|a|(man, u|cba| :c|ut|cn:,
(e:ccn:|b|e lc( en:u(|nu t|at t|e ccmcanv |a: t|e be:t ac-
c(cac|e: lc( meet|nu c||ent neec:
Cc(ccn |a: been a l(euuent ccnt(|butc( tc ccnle(ence: anc
:em|na(:, |av|nu c(e:entec |n |u(cce anc /:|a cn tcc|c: |nc|uc-
|nu |nteu(atec ccmmun|cat|cn:, c(|nt acve(t|:|nu ellect:, b(anc
euu|tv, cn||ne ma(|et|nu anc Jc(c cl mcut|
176
177
C|cba|
1canna Secccn
Laneuaees
ª Ene|ish
ª French
ª Pussian
Topics
ª ßrand Strateey
ª Narketine
Accountabi|ity
ª ßrand Va|uation
Dther
ª 6|oba| Spokes-
person for the
Annua| ßrandZ Top
100 ßrands Study
ª 6uest |ecturer
at Co|umbia
University
ª Judeed the APF
Dei|vy Awards
1canna |: execut|ve v|ce c(e:|cent cl ||||Ja(c B(cJn anc C|O
cl ||||Ja(c B(cJn Oct|mc( S|e |a: mc(e t|an 20 vea(: cl
exce(|ence |n c(cv|c|nu :t(ateu|c (eccmmencat|cn: J|t| mea-
:u(ab|e ¦nanc|a| |mcact tc |eac|nu c||ent: Jc(|cJ|ce
P(|c( tc |c|n|nu ||||Ja(c B(cJn, 1canna Ja: lcunc|nu ca(tne( anc
execut|ve v|ce c(e:|cent lc( Jc(|cJ|ce :t(ateuv at t|e b(anc
ccn:u|t|nu ¦(m, Futu(eB(anc, J|e(e :|e c(eatec |t: b(anc
va|uat|cn anc ana|vt|c: c(act|ce 1canna c(|u|na||v mace t|e
mcve l(cm :t(ateuv ccn:u|t|nu |n t|e UK tc t|e US tc |eac
t|e :ucce::lu| tu(na(cunc anc :a|e cl a c|v|:|cn cl |cKe::cn
Cc(cc(at|cn, a u|cba| |eace( |n :ucc|v c|a|n manauement
1canna :cec|a||.e: |n t|e ceve|ccment anc |mc|ementat|cn
cl neJ met|ccc|cu|e: lc( b(anc anc ma(|et|nu POl mea-
:u(ement S|e |c|c: a ccctc(ate l(cm Oxlc(c Un|ve(:|tv
1canna |: a Je||-|ncJn :cea|e( at ma|c( |ncu:t(v event:
anc bu:|ne:: :c|cc|: Jc(|cJ|ce 1canna |a: :cc|en cn
CNN, CNBC, t|e BBC, a: Je|| a: at t|e /PF annua| event
anc t|e Un|tec Nat|cn: Stat|:t|c: D|v|:|cn Sem|na( S|e |a:
been uuctec bv t|e |^.^..| !^e·, |./·e/^o, /J.e/ /·^o
/oe anc ct|e( ma|c( cub||cat|cn: Jc(|cJ|ce
178
C|cba|
Peter wa|she
Laneuaee
ª Ene|ish
Topics
ª ßrands
ª Effective
Communications
ª Peturn on
lnvestment
Awards
ª Winner of a WPP
Atticus Award for
Neasurine the
Effectiveness of PP
ª Winner of 2007
ßrand Leadership
Award l2007)
Awarded by the
Asia ßrand Coneress
Dther
ª 6|oba| Spokes-
person for the
Annua| ßrandZ Top
100 ßrand Study
Pete( |: a u|cba| b(anc c|(ectc( He Jc(|: lc( ma|c( u|cba|
b(anc: anc (un: t|e lamcu: wPP B(anc/ |/ tc / cl B(anc:)
:tucv t|at |a: been (unn|nu :|nce T998 l|e B(anc/ cata
Ja: u:ec a: |ncut tc t|e B(anc/ lcc T00 |c:t va|uab|e
B(anc: (ecc(t, J||c| Ja: cub||:|ec |n t|e |^.^..| !^e· |n
2006, 2007 anc 2008
He |a: a|:c :cea(|eacec t|e ceve|ccment cl Pecutat|cn/
l||: |: an acc(cac| t|at uuant|l|e: t|e ellect cl cc(cc(ate
(ecutat|cn cn ccn:ume( cu(c|a:e / |een mcunta|n b||e(
anc :cc(t: lan, |e |a: ceve|ccec an acc(cac| tc mea:u(e
:cc(t:, ente(ta|nment, mu:|c, uam|nu, uccc cau:e:, a(t: anc
ce(:cna||t|e: a: b(anc: |Pa(tne(/)
Pete( c(|u|na||v t(a|nec anc Jc(|ec a: an actc(, accea(|nu |n
:eve(a| lv ccmme(c|a|: anc Je||-|ncJn UK :|cJ: :uc| a:
|/ w'c anc !'e /.·eJ C.| Se/..^/ l|e:e ccmmun|cat|cn
anc c(e:entat|cn :||||: c(cvec ve(v u:elu| J|en |e mace
t|e mcve |ntc ma(|et (e:ea(c|
He :cea|: cn manv cub||c c|atlc(m: anc |: clten |nte(v|eJec
cn b(anc (e|atec matte(: a: Je|| a: Jc(||nu J|t| |ev u|cba|
c||ent:
178
179
/l(|ca /:|a Pac|l|c
Travvn Pha| |
Laneuaee
ª Ene|ish
Topics
ª ßusiness Consu|tine
ª Narketine Sciences
ª The Payment Card
lndustry
Dther
ª Vice President of
the Association of
Narket and
Socia| Pesearch
Dreanisations in
Austra|ia
ª Fe||ow of the
Austra|ian lnstitute
of Company
0irectors
ª Fe||ow of the
Austra|ian Narket
and Socia|
Pesearch Society
l(avvn cve(:ee: ||||Ja(c B(cJn: bu:|ne::e: |n C(eate( C||na,
Scut| |a:t /:|a, v|etnam, Kc(ea, 1acan, lnc|a, /u:t(a||a, NeJ
/ea|anc anc Cent(a| anc Scut|e(n /l(|ca / 25-vea( vete(an
cl t|e ma(|et anc :cc|a| (e:ea(c| |ncu:t(|e:, |e |a: exten:|ve
exce(|ence Jc(||nu |n /:|a Pac|¦c anc t|e US
l(avvn beuan ||: Jc(||nu ||le J|t| t|e /u:t(a||an Bu(eau cl
Stat|:t|c: J|e(e |e c(cu(e::ec tc beccme c|(ectc( cl :tat|:t|-
ca| met|cc: He t|en :cent :even vea(: J|t| Pcv |c(uan
Pe:ea(c| belc(e mcv|nu tc NeJ Yc(| tc |c|n /CN|e|:en
lnte(nat|cna| Pe:ea(c| w|||e |n t|e US, l(avvn ccenec
cll|ce: lc( /CN|e|:en cu:tcm|.ec bu:|ne::e: |n C||cauc anc
Ca||lc(n|a anc Ja: |nvc|vec |n t|e :et-uc cl t|e ccmcanv:
cn||ne bu:|ne:: ln 2002, l(avvn mcvec bac| tc /u:t(a||a a:
manau|nu c|(ectc( cl /CN|e|:en: cu:tcm|.ec (e:ea(c| c(ac-
t|ce |n /u:t(a||a anc lc( t|e ccmcanv: u|cba| |nte(nat|cna|
(e:ea(c| c(act|ce ln 2005 l(avvn became (e:ccn:|b|e lc(
t|e /:|a Pac|l|c cu:tcm|.ec (e:ea(c| c(act|ce l(avvn |c|nec
||||Ja(c B(cJn |n Octcbe( 2006
l(avvn :c||t: ||: t|me betJeen ||||Ja(c B(cJn: (eu|cna|
|eacuua(te(: |n S|nuacc(e anc Svcnev, J|e(e |e ||ve: J|t|
||: J|le anc :cn He |a: :cc|en at manv cl t|e |eac|nu
ma(|et|nu ccnle(ence: anc |ectu(ec at bu:|ne:: :c|cc|: |n
/u:t(a||a l(avvn |a: a B/ l(cm |acuua(|e Un|ve(:|tv ma|c(-
|nu |n :tat|:t|c: anc a C(acuate D|c|cma |n eccncm|c: l(cm
t|e /u:t(a||an Nat|cna| Un|ve(:|tv
180
Scut| |a:t /:|a
Ccnza|c Fuentes
Laneuaees
ª Ene|ish
ª Spanish
Topics
ª New Product
0eve|opment
ª Chi|dren's Pesearch
Ccn.a|c, a Scan|:| :cc|c|cuv u(acuate, :ta(tec ||: ma(|et|nu
(e:ea(c| ca(ee( |n an |ncecencent Scan|:| ¦(m |n T994 Jc(||nu
cn bct| uua||tat|ve anc uuant|tat|ve c(c|ect: S|nce t|en |e |a:
Jc(|ec at Pe:ea(c| lnte(nat|cna| anc ||||Ja(c B(cJn
F(cm 2000 tc /uuu:t 2004 Ccn.a|c Jc(|ec lc( ||||Ja(c
B(cJn Sca|n a: a u(cuc acccunt c|(ectc( S|nce 2005 |e |a:
been manau|nu c|(ectc( cl ||||Ja(c B(cJn Scut| |a:t /:|a
Ccn.a|c: ma|n a(ea: cl exce(t|.e |nc|uce neJ c(ccuct
ceve|ccment, l(cm l|nc|nu neec: uac: |n a ma(|et anc
ceve|cc|nu :cec|l|c c(ccuct c(ccc:|t|cn:, tc ccn:ume( anc
c|||c(en: (e:ea(c|
He |a: ta|en ca(t |n manv event: lc( bct| t|e Scan|:| |a(|et
Pe:ea(c| Scc|etv anc t|e S|nuacc(e |a(|et Pe:ea(c| Scc|etv
Ccn.a|c |c|c: a cc:tu(acuate ceu(ee |n :cc|a| anc ma(|et (e-
:ea(c| l(cm we:tm|n:te( Un|ve(:|tv
180
181
C||na
N|chc|as Hc
Laneuaees
ª Ene|ish
ª Nandarin Chinese
Topics
ª Youth Pesearch
ª lnnovative Dua|itative
Nethodo|oeies
Dther
ª Ear|y in His
Career Nicho|as
Noon|iehted as
a Part-time Actor
and Appeared in
a Novie and a TV
Series
N|c|c|a: :ta(tec ||: ca(ee( |n ban||nu anc t|en Jc(|ec lc(
lcu( vea(: |n mec|a ||SPN Sta( Scc(t: anc |lv) H|: va(|ec
ca(ee( cat|, J||c| |a: ta|en ||m tc Secu|, Hcnu Kcnu, Be|||nu,
S|nuacc(e anc lc|vc, eventua||v |ec ||m tc S|anu|a| He
Jc(|ec at Svncvate anc Ja: t|e c|(ectc( cl uua||tat|ve (e-
:ea(c| at lNS C||na belc(e |c|n|nu ||||Ja(c B(cJn |n 2005
N|c|c|a: |a: exten:|ve uua||tat|ve exce(|ence |n C||na anc
ct|e( Nc(t| /:|an ma(|et: anc |a: Jc(|ec J|t| manv Fc(tune
500 b(anc: He |a: ccncuctec mc(e t|an T,000 lccu: u(cuc:
anc |n-cect| |nte(v|eJ: |n C||na, S|nuacc(e, la|Jan anc |nte(-
nat|cna| ma(|et: H|: :cec|a|tv |: b(anc ceve|ccment, vcut|
(e:ea(c|, ma(|et|nu ccmmun|cat|cn: anc mec|a c|ann|nu
N|c|c|a: |a: exten:|ve exce(|ence J|t| ccn:ume(: |n ma|n|anc
C||na anc ||: ab|||tv tc |nte(c(et t|e|( t||n||nu anc ceve|cc
act|cnab|e |n:|u|t: |a: u(eat|v ccnt(|butec tc t|e bu:|ne::
:ucce:: cl manv cl ||: |cnu-te(m c||ent: He |: |eac cl ||||Ja(c
B(cJn F|(elv, ||||Ja(c B(cJn: /:|an uua||t|at|ve c(act|ce, |n
C(eate( C||na
Belc(e |c|n|nu t|e (e:ea(c| |ncu:t(v N|c|c|a: Jc(|ec cn t|e
c||ent :|ce anc :tuc|ec vcut| anc |ncu:t(v t(enc: |n ma(|et:
|nc|uc|nu C||na, 1acan, Kc(ea anc la|Jan Hcbb|e: |nc|uce
|cuc mu:|c, uccc ccnve(:at|cn anc ccca:|cna| Ja|e-bca(c|nu
182
/u:t(a||a
Daren Pcc|e
Laneuaee
ª Ene|ish
Topics
ª lnternationa|
Pesearch and
Narketine
Da(en |c|nec ||||Ja(c B(cJn UK |n T996 J|e(e |e Jc(|ec cn a
numbe( cl |a(ue acccunt: ac(c:: |u(ccean ma(|et: ln 2000,
|e mcvec tc t|e ccmcanv: S|anu|a| cce(at|cn anc |n 200T |e
t(an:le((ec tc S|nuacc(e tc :e(v|ce c||ent: ac(c:: Scut| |a:t
/:|an ma(|et:, c(eccm|nant|v lnccne:|a anc t|e P||||cc|ne:
ln 2002 |e mcvec tc Banu|c| tc e:tab||:| ||||Ja(c B(cJn:
|cca| c(e:ence |n l|a||anc, ceve|cc|nu |cca| (e|at|cn:||c:
J|t| u|cba| c||ent: anc |nt(ccuc|nu t|e ccmcanv: :c|ut|cn:
tc |cca| ccmcan|e: Du(|nu ||: t|me |n Banu|c|, Da(en a|:c
:ucce::lu||v :eecec ||||Ja(c B(cJn :c|ut|cn: |ntc t|e
v|etname:e ma(|et
Da(en |elt Scut| |a:t /:|a lc( Svcnev |n 2005 tc ta|e uc a
c||ent :e(v|ce |eace(:||c (c|e anc tc :e(v|ce :cme cl t|e
ccmcanv: |a(ue:t c||ent: Da(en |a: been manau|nu c|(ectc(
cl t|e Svcnev cl¦ce :|nce Feb(ua(v 2007
Da(en |a: :cc|en cn a (anue cl :ub|ect: |nc|uc|nu b(anc
euu|tv mea:u(ement, max|m|.|nu acve(t|:|nu POl, mec|a
enuauement anc ccmmun|cat|cn: cct|m|.at|cn He |a: a
ca(t|cu|a( |nte(e:t |n t|e acc||cat|cn cl ma(|et|nu anc (e:ea(c|
c(|nc|c|e: cn an |nte(nat|cna| ba:|:
Da(en Ja: ecucatec at t|e Un|ve(:|tv cl Peac|nu, anc |ln:t|tut
c|tuce: Ccmme(c|a|e: Suce(|eu(e: ce St(a:bcu(u, anc |:
a |c|ce( cl a cc:tu(acuate c|c|cma l(cm t|e C|a(te(ec
ln:t|tute cl |a(|et|nu
182
183
/:|a
Deepencer Pana
Laneuaee
ª Ene|ish
Topics
ª China and
Asia Pacific Narkets
Dther
ª "The lneredients for
Successfu| Narket-
ine," Pub|ished in
Admap, February
2007
Pana: (e:ea(c| exce(|ence :can: T3 vea(:, t|e |a:t e|u|t cl
J||c| |ave been :cent at ||||Ja(c B(cJn He |a: been (e-
:ccn:|b|e lc( :ett|nu uc cll|ce: t|(cuu|cut /:|a |nc|uc|nu
C||na, la|Jan anc Kc(ea He a|:c :cent t|me |eac|nu uc t|e
Hcnu Kcnu cll|ce
Ba:ec |n C||na, Pana |: c||el c||ent cll|ce( lc( /l(|ca, /:|a
anc Pac|l|c He |: a|:c (e:ccn:|b|e lc( cve(:ee|nu |ncJ|ecue
manauement anc ma(|et|nu ccmmun|cat|cn: P(|c( tc |c|n|nu
||||Ja(c B(cJn |n T999, Pana Jc(|ec lc( a :|:te( ccmcanv
J|t||n Kanta(, l|PB lnte(nat|cna|, lc( l|ve vea(: |n lnc|a
Pana |c|c: a ma:te(: |n bu:|ne:: acm|n|:t(at|cn J|t| :ce-
c|a||.at|cn |n ma(|et|nu anc a bac|e|c(: ceu(ee |n ca|(v
tec|nc|cuv anc enu|nee(|nu
184
|u(cce
/ncrea B|e| ||
Laneuaees
ª Ene|ish
ª lta|ian
Topics
ª Nu|ticu|tura|
Cooperation
ª Chanee and
lnnovation
Dther
ª Andrea is a
Certified
Somme|ier
/nc(ea |: ca::|cnate abcut b(anc: anc ma(|et|nu, |av|nu
Jc(|ec J|t| |eac|nu mu|t|nat|cna| c(uan|.at|cn: lc( cve( 20
vea(: He |a: ca(t|cu|a( exce(t|:e |n t|e a::e::ment anc
ceve|ccment cl b(anc ccmmun|cat|cn: anc |cJ t|ev |mcact
b(anc euu|tv
/nc(ea :tuc|ec bu:|ne:: acm|n|:t(at|cn at t|e Bccccn|
Un|ve(:|tv |n |||an J|e(e |e lccu:ec cn ma(|et|nu anc
(eta|||nu He |a: Jc(|ec lc( :cme cl t|e b|uue:t (e:ea(c|
c(uan|.at|cn: |n t|e Jc(|c
Cu((ent|v C|O cl ||||Ja(c B(cJn |n Ccnt|nenta| |u(cce,
||cc|e |a:t anc Nc(t| /l(|ca, /nc(ea |a: Jc(|ec ac(c::
manv ccunt(|e: He |a: ceve|ccec a :t(cnu unce(:tanc|nu
cl |cJ :t(ateu|e: can Jc(| ac(c:: c|lle(ent ma(|et: tc
ccmc|v J|t| |cca| cu|tu(e:
/nc(ea |a: c(e:entec at manv ma|c( ccnle(ence: |nc|uc|nu
t|e lta||an ma(|et (e:ea(c| a::cc|at|cn |/SSlP|), |SO|/P
anc w/PC
184
185
|u(cce
Cath Bccth
Laneuaees
ª Ene|ish
ª Spanish
ª Nandarin Chinese
ls|ieht|y rustyl)
Topics
ª ßrands and
Communications
ª Hea|th and
We||ness Trends
ª Corporate Peputation
Dther
ª Co-author of
"How TV Advertisine
Works" Chapter
in the 4eJemo
Peseorc| |n
Nor|et|nç ßook
ª Whi|e Livine in
Taiwan, She P|ayed
a 0etective in a
Popu|ar Te|evision
Series
/ |aJ u(acuate l(cm |anc|e:te( Un|ve(:|tv, Cat| :cent t|me
t(ave||nu, Jc(||nu anc |cn|nu |e( |anuuaue :||||: |n |u(cce,
/:|a anc Lat|n /me(|ca belc(e beu|nn|nu |e( ca(ee( |n ma(|et
(e:ea(c|
S|nce |c|n|nu ||||Ja(c B(cJn |n t|e UK |n t|e |ate T980: Cat|
|a: Jc(|ec c|c:e|v J|t| ma|c( u|cba| c||ent: ac(c:: a numbe(
cl c|lle(ent |ncu:t(|e: |nc|uc|nu cac|auec uccc:, c|a(maceut|-
ca|: anc te|eccmmun|cat|cn:
S|e |: cu((ent|v ba:ec |n |ac(|c anc ccnt|nue: tc bu||c |e(
|nte(nat|cna| c(cl||e |n |e( (c|e a: t|e |eac cl c||ent :e(v|ce,
ccve(|nu t|e (eu|cn cl Ccnt|nenta| |u(cce, ||cc|e |a:t anc
Nc(t| /l(|ca
Cat| |a: :cc|en at a numbe( cl ccnle(ence: anc c||ent event:
ac(c:: |u(cce, J|t| (ecent tcc|c: |nc|uc|nu 'F(cm C(eat|ve
|va|uat|cn tc C|anne| P|ann|nu¨ |Nc(Jav) anc 'Ccn:ume(
Dec|:|cn |a||nu · Ccn:c|cu: c( Unccn:c|cu:¨ |/u(|c|)
186
lu(|ev
Betu| Khan
Laneuaees
ª Ene|ish
ª Turkish
Topics
ª Chi|dren and
Youne Peop|e
Dther
ª Nember of the
Nanaeement
ßoard of lAA
Turkey, and Turkish
Narket Pesearch
Association
/ c:vc|c|cuv anc :cc|a| c:vc|c|cuv u(acuate l(cm Bcua.|c|
Un|ve(:|tv, Betu| |a: been Jc(||nu |n ma(|et (e:ea(c| lc( cve(
T5 vea(:
He( exce(|ence |nc|uce: bct| uuant|tat|ve anc uua||tat|ve tec|-
n|uue: anc :|e |a: been t|e manau|nu c|(ectc( cl ||||Ja(c
B(cJn lu(|ev :|nce 2000 P(|c( tc t|at :|e Jc(|ec lc( ClK
Betu| |: an acccmc||:|ec ccnle(ence c(e:ente( anc |a: ta|en
ca(t |n manv cl t|e b|uue:t b(anc|nu anc ma(|et|nu event: |n
l:tanbu|, :uc| a: B(anc Ccnle(ence bv Yu(e||| anc ccnle(ence:
bv l// anc |ec|acat
S|e |: a|:c an exce(|encec mec|a :cc|e:ce(:cn, |av|nu
accea(ec cn te|ev|:|cn anc |n t|e c(e:: cn manv ccca:|cn:
186
187
Sca|n
Pepe lart|nez
Laneuaees
ª Ene|ish
ª Spanish
Topics
ª Neuroscience
Awards
ª AE0END 2006,
prize for the best
paper. "Channe|
Connection. The
lnterna| Wor|d of
the Audience"
ª AE0END 1997,
Prize for the ßest
Paper. "Ana|ysis
and Pesearch is a
Process"
Dther
ª He is the Author of
0uo||tot|vo-mente
(|os Secretos Je
|o /nvest|çoc|on
Cuo||tot|voI.
Pece |a: cve( 25 vea(: exce(|ence |n uua||tat|ve (e:ea(c|
He |a: Jc(|ec |n a|| a:cect: cl t|e ¦e|c, |nc|uc|nu c|aunc:t|c,
c(c:cect|ve anc c(eat|ve :tuc|e:, anc J|t| ccn:ume(: cl a||
tvce: |nc|uc|nu B2B, ccctc(: anc emc|cvee:

ln T982 |e |c|nec Svnac:e |a(|et|nu Pe:ea(c| a: a uua||tat|ve
(e:ea(c|e( He (c:e J|t||n t||: Scan|:| ccmcanv tc beccme t|e
c|(ectc( cl |t: Ba(ce|cna cl¦ce a: Je|| a: |t: tec|n|ca| c|(ectc(
He t|en Jent cn tc beccme t|e manau|nu c|(ectc( cl lcea:
ca(a, a c(eat|ve uua||tat|ve (e:ea(c| ccmcanv
ln T994 |e Ja: cne cl t|e lcunc|nu ca(tne(: cl |(uc /cvancec
Pe:ea(c| l||: ccmcanv Ja: cu(c|a:ec bv ||||Ja(c B(cJn
|n 200T
w|t||n ||||Ja(c B(cJn |e Ja: t|e |eac cl |u(cuua|, t|e |u(c-
cean uua||tat|ve (e:ea(c| netJc(|, lc( lcu( vea(:
Pece |: cu((ent|v |eac cl c||ent :e(v|ce lc( ||| |Ja(c B(cJn
Sca|n, ccc(c|nat|nu a team cl T00 cecc|e |c:vc|c|cu|:t:,
:cc|c|cu|:t:, :tat|:t|c|an:, etc) He |a: |ec cn tJc |nte(nat|cna|
c:vc|c:cc|c|cu|ca| :tuc|e: ')ca^o |a/c0e.^· .^J /'e /
0/.^J·¨ anc ')ca^o /.^|e· .^J /'e/ 0/.^J·¨ ||u(cce anc
Lat|n /me(|ca)
188
Ce(manv
lanfrec Tautscher
Laneuaees
ª Ene|ish
ª 6erman
Topics
ª Dn|ine Pesearch
ª The lmportance
of Emotions in
Communications
and ßrand ßui|dine
/lte( :ta(t|nu ||: ca(ee( J|t| t|e ma(|et (e:ea(c| l|(m Ca||uc,
|anl(ec lcuncec t|e tcc T0 /u:t(|an (e:ea(c| ccmcanv
lnteu(a| |a(|tlc(:c|unu |n T987 w|||e at lnteu(a|, |anl(ec
ceve|ccec :ucce::lu| ma(|et (e:ea(c| tcc|: |||e t|e /u:t(|an
lnte(net |cn|tc( lnteu(a| |c|nec t|e ||||Ja(c B(cJn C(cuc
|n 2002 |anl(ec |ate( mcvec tc t|e Ce(man bu:|ne:: anc
:|nce 1une 2003 |a: been t|e manau|nu c|(ectc( cl ||||Ja(c
B(cJn Ce(manv
|anl(ec Ja: |n:t(umenta| |n t|e ccen|nu cl t|e neJ ||||Ja(c
B(cJn cl¦ce |n Ceneva, J||c| ncJ a|:c :e(v|ce: |ev u|cba|
c||ent: ba:ec |n SJ|t.e(|anc S|nce 2006 |anl(ec |a: been
(e:ccn:|b|e lc( bu:|ne:: ceve|ccment |n t|e Cent(a| |u(cce,
||cc|e |a:t, Nc(t| /l(|ca (eu|cn
/ (euu|a( cn t|e ccnle(ence c|(cu|t, |anl(ec |a: :cc|en at
event: c(uan|.ec bv |anauementlc(um Sta(nbe(u, |u(clc(um,
B|ccmbe(u anc Bv| He |a: been cne cl t|e :cc|e:cecc|e
lc( t|e B(anc/ lcc T00 |c:t PcJe(lu| B(anc: :tucv :|nce t|e
:tucv beuan |n 2006 anc Ja: |nte(v|eJec cn te|ev|:|cn bv N-lv
|Ce(man NeJ: C|anne|) anc B|ccmbe(u lv
188
189
Lat|n /me(|ca
Fab|an Hernancez
Laneuaees
ª Ene|ish
ª Spanish
Topics
ª Probabi|ity
ª Samp|ine 0esien
ª Ana|ysis of 0ata
ßooks
ª Author of Co|cu|o
Je Pro0o0|||JoJes
lPro0o0|||tj Co|cu|usI,
A Key Text
at the Nationa|
Autonomous
University of Nexico
Ba:ec |n |ex|cc, Fab|an |: ||||Ja(c B(cJn: C|O lc( Lat|n
/me(|ca H|: exce(|ence belc(e |c|n|nu ||||Ja(c B(cJn
|nc|uce: Jc(||nu |n t|e cub||c :ectc( at t|e ||n|:t(v lc( |cu-
cat|cn, anc Bu(eau cl Stat|:t|c: He a|:c Jc(|ec |n ecucat|cn
anc |ectu(ec cn c(cbab|||tv, mat|emat|ca| :tat|:t|c:, :amc||nu
anc :tat|:t|ca| met|cc:
On t|e ccmme(c|a| :|ce, Fab|an: exce(|ence |nc|uce: T5 vea(:
at /CN|e|:en |n |ex|cc J|e(e |e Ja: c|(ectc( cl cu:tcm
(e:ea(c|, anc t|me :cent a: manau|nu c|(ectc( cl /:e:c(|a e
lnve:t|uac|cne: Camma Du(|nu ||: t|me at /CN|e|:en, Fab|an
|aunc|ec t|e Pac|c /uc|ence |ea:u(ement Se(v|ce He |a:
Jc(|ec J|t| manv |eac|nu u|cba| anc |cca| b(anc: |nc|uc|nu
/|e:t(a/ll, Baca(c|-|a(t|n|, C|||ette, K|mbe(|v C|a(|, Cacbu(v
/cam:, l|e |ex|cc C|tv Pac|c B(cacca:te(: /::cc|at|cn,
Banccme( |ncJ BBv/), Un||eve(, anc P&C
Fab|an |a: a BSc |n actua(|a| :c|ence: l(cm t|e Nat|cna|
/utcncmcu: Un|ve(:|tv cl |ex|cc, anc a P|D |n :tat|:t|c:,
J|t| a m|nc( |n cce(at|cn: (e:ea(c|, l(cm t|e Un|ve(:|tv cl
w|:ccn:|n
He |a: :cc|en at manv :em|na(:, Jc(|:|cc: anc ccnle(ence:
Fab|an |: a|:c a cub||:|ec aut|c( |n :eve(a| maua.|ne: |nc|uc|nu
t|e 1ca/^.| c/ /'e /^e/..^ S/./·/..| /··c../c^, Seo^e^/c,
|./c· / !e^Je^..· anc !'e 1ca/^.| c/ /'e |e·..^ |./'e^./..|
Sc.e//
|ex|cc
1crµe /|aµcn
Laneuaees
ª Ene|ish
ª Spanish
Topics
ª Narketine Effec-
tiveness and PDl
ª ßrand and Commu-
nications Strateey
ª Neuroscience
Awards
ª ßest NßA Teacher
at lTAN, 2006
Dther
ª Joint Coordina-
tor of the Narket
Pesearch 0ip|oma
at lTAN and of the
ßrandine Specia|ty
at UP
ª ß|oeeer at inter-
manaeers.com.
mx, the Leadine
ßusiness Porta| in
Nexico
1c(ue |a: mc(e t|an T5 vea(: exce(|ence |n ma(|et|nu (e:ea(c|
anc cu((ent|v Jc(|: a: vP cl P&D anc ma(|et|nu :c|ence: lc(
||||Ja(c B(cJn |ex|cc P(|c( tc t||: |e Jc(|ec a: a :en|c(
:t(ateu|c c|anne( at 1wl anc :cent t|(ee vea(: t(ave||nu a(cunc
t|e Jc(|c 1c(ue |a: a ceu(ee |n acc||ec mat|emat|c: anc an
|Sc |n acc||ec :tat|:t|c: l(cm Oxlc(c Un|ve(:|tv

Scme cl t|e |ev |::ue: t|at 1c(ue |: ccnce(nec J|t| |nc|uce

· Ouant|lv|nu t|e POl cl ma(|et|nu act|v|t|e: bv acc|v|nu
:tat|:t|ca| tcc|: anc met|cc:
· /cact|nu t|e mc:t (ecent u|cba| (e:ea(c| met|ccc|cu|e:
lc( |ex|can cu|tu(e
· NeJ anc ceve|cc|nu Jav: tc (e:ea(c| b(anc:, mec|a
anc ccmmun|cat|cn:
He |a: acc||ec eccncmet(|c mcce|: tc cct|m|.e t|e ma(-
|et|nu |nve:tment cl cateuc(|e: a: c|ve(:e a: beve(aue: anc
t|e |ctte(v

1c(ue |a: cub||:|ec :eve(a| a(t|c|e: |n |ex|can ma(|et|nu
maua.|ne: |nc|uc|nu Seo^e^/c anc /|//, anc |: a mcnt||v
cc|umn|:t lc( |e/.. 2C, cne cl t|e b|uue:t ma(|et|nu maua-
.|ne: |n |ex|cc
H|: b|uue:t ac||evement: |nc|uce ccmc|et|nu mc(e t|an T0
bunuee |umc:, :cenc|nu cne mcnt| at a l|betan Bucc||:t
mcna:te(v, celeat|nu a (ec c(aucn cn a Satu(cav alte(nccn,
anc ||: ma((|aue
190
191
/(uent|na
1u||c Fresnc /par|c|c
Laneuaees
ª Spanish
Topics
ª Narketine
ª Strateey P|annine
ª Competitive
ßrand Strateey
1u||c: exce(|ence cate: bac| tc T973, J|en |e |c|nec cne cl
t|e ma|c( ccn:u|t|nu ¦(m: |n /(uent|na Fc( T4 vea(: |e ceve|-
ccec ||: (c|e |n ma(|et|nu a: a ma(|et (e:ea(c| ccn:u|tant anc
t|en a: t|e c|(ectc( ln T986 |e |elt t|e ccmcanv tc lcunc lD
Ccn:u|tc(e:
ln T995, t|e ccmcanv Ja: acuu|(ec bv ||||Ja(c B(cJn anc
|: ncJ |ncJn a: lD ||||Ja(c B(cJn /(uent|na 1u||c cu((ent|v
|c|c: t|e cc:|t|cn cl ccunt(v manaue(
Fc( T5 vea(:, 1u||c |a: c|avec an act|ve (c|e |n t|e /(uent|ne
|a(|et|nu /::cc|at|cn anc t|e C|ambe( cl |a(|et Pe:ea(c|
|nte(c(|:e:, cl J||c| |e |: v|ce c(e:|cent
1u||c |: a ce(t|¦ec cub||c acccuntant, u(acuat|nu l(cm t|e Un|-
ve(:|tv cl Buenc: /|(e:
192
Cc|cmb|a
l|||ana Baena
Laneuaees
ª Ene|ish
ª Spanish
ª French
Topics
ª Advertisine
ª Creativity
ª Kids
L|||ana |: manau|nu c|(ectc( cl ||||Ja(c B(cJn Cc|cmb|a, an
cll|ce t|at :|e :et uc lcu( vea(: auc anc |a: ncJ bu||t tc be
t|e |eac|nu ma(|et (e:ea(c| ccmcanv |n t|e ccunt(v
/n |n|t|a| |nte(e:t |n Jc(||nu J|t| c|||c(en :cu((ec L|||ana tc
:tucv c:vc|c|cuv at Lc: /nce: Un|ve(:|tv HcJeve(, an |n-
te(n:||c |n t|e ma(|et|nu (e:ea(c| ceca(tment cl BBDO |n
|e( l|na| vea( |ec tc a c|anue cl c|(ect|cn S|e Jent tc Pa(|:
tc attenc t|e |cc|e Suce(|eu(e ce Ce:t|cn anc ccmc|etec a
ma:te(: ceu(ee |n ma(|et|nu anc acve(t|:|nu
S|nce t|en :|e |a: Jc(|ec lc( :cme cl t|e b|uue:t ma(|et
(e:ea(c| auenc|e: |n Cc|cmb|a, |nc|uc|nu a :ce|| at an acve(-
t|:|nu auencv ||ccca) J|e(e :|e Jc(|ec a: acccunt c|(ectc(
lc( Ne:t|e, manau|nu |auu| anc Ne:tea
192
193
Cent(a| /me(|ca
1crµe lart|n Frech
Laneuaees
ª Ene|ish
ª Spanish
Topics
ª He|pine Loca|
ßrands to eo
Peeiona|
ª Latin American
Narkets
ª Adaptine 6|oba|
Strateeies to Loca|
Pea|ities
Dther
ª Promotine the Va|ue
of Narketine
Pesearch, as
ESDNAP
Pepresentative
/: manau|nu c|(ectc( cl ||PC/PL/N - a ||||Ja(c B(cJn
||cen:ee -1c(ue F(ec| |: (e:ccn:|b|e lc( a|| ||||Ja(c B(cJn bu:|-
ne:: |n Cuatema|a, Hcncu(a:, || Sa|vacc(, Cc:ta P|ca, Be||.e,
N|ca(auua anc Panama - ncJ cce(at|nu l(cm ¦ve c|lle(ent cl-
¦ce: ac(c:: t|e |:t|mu:
Ove( T5 vea(: exce(|ence |n c|lle(ent a(ea: cl t|e ma(|et|nu anc
(e:ea(c| bu:|ne:: |ave |e|cec 1c(ue tc |eac a la:t u(cJ|nu bu:|-
ne:: |n a (eu|cn J|t| b|u eccncm|c anc :cc|a| c|a||enue:
1c(ue |c|c: a ma(|et|nu ceu(ee l(cm l|C ce |cnte((ev anc
u(acuatec l(cm t|e |B/ c(cu(am at t|e State Un|ve(:|tv cl
NeJ Yc(| He |: a l(euuent :cea|e( at |cca| un|ve(:|t|e:, :em|na(:
anc Jc(|:|cc:, anc |: an |SO|/P (ec(e:entat|ve |n Cent(a|
/me(|ca
H|: ma|c( a(ea: cl exce(t|:e |nc|uce bu:|ne:: ceve|ccment, |n-
te(nat|cna| bu:|ne::, mu|t|nat|cna| ccc(c|nat|cn anc (eu|cna|
ma(|et|nu manauement
194
B(a.||
va|||r|a Carre
Laneuaees
ª Ene|ish
ª Portueuese
ª Spanish
Topics
ª Nedia lnvestment
Patterns and PDl
va|||(|a |: a c|em|:t(v u(acuate anc |B/ S|e :ta(tec |e(
ca(ee( at Un||eve(, |n|t|a||v Jc(||nu |n c(ccuct ceve|ccment
anc |ate( |n ma(|et (e:ea(c|
S|e |a: Jc(|ec lc( ||||Ja(c B(cJn B(a.|| lc( a tcta| cl T0
vea(: He( |ev c||ent: |nc|uce a u|cba| cac|auec uccc: ccmcanv,
a ma(|et-|eac|nu :clt c(|n| c(ccuce( anc ct|e( c||ent: |n t|e
te|eccmmun|cat|cn: |ncu:t(v S|e |: cu((ent|v manau|nu
c|(ectc( cl ||||Ja(c B(cJn B(a.||
va|||(|a |: a (euu|a( :cea|e( cn cub||c c|atlc(m: anc at event:
|n B(a.||, e:cec|a||v at /B/ |/::cc|at|cn cl B(a.|||an /cve(t|:-
e(:) anc /B|P |/::cc|at|cn cl |a(|et Pe:ea(c| Ccmcan|e:)
194
195
UK & |u(cce
Chr|st|an Dcrffer
Laneuaees
ª Ene|ish
ª Spanish
ª 0anish
ª 6erman
Topics
ª ßrand Strateey
ª ßrand Portfo|io
lnvestments
ª ßusiness and
Concept lnnovation
ª Narketine PDl
ª ßrand Va|uation
Topics
ª Christian was the
founder of the frst
Scandinavian Cham-
ber of Commerce
in Latin America,
Served as Persona|
Advisor to the Chief
of Po|ice in the 0o-
minican Pepub|ic and
Faci|itated the lnsta|-
|ation of the First
Dff-shore Wind Farm
in the Caribbean.
C|(|:t|an (un: ||||Ja(c B(cJn Oct|mc(: bu:|ne:: |n t|e UK
anc |u(cce S|nce t|e m|c-T990: |e |a: acv|:ec C|O: anc
ma(|et|nu c|(ectc(: cn |nncvat|ve Jav: tc u:e b(anc anc
ma(|et|nu tc c(eate u(eate( :|a(e|c|ce( (etu(n: H|: c||ent:
|nc|uce :cme cl t|e Jc(|c: mc:t :ucce::lu| ccmcan|e:
P(|c( tc |c|n|nu ||||Ja(c B(cJn, |e Jc(|ec J|t| b(anc :t(at-
euv uu(u Dav|c /a|e( a: a membe( cl t|e |u(ccean |eace(-
:||c team at P(cc|et B(anc St(ateuv C|(|:t|an came tc t|e
Jc(|c cl b(anc :t(ateuv l(cm :t(ateuv ccn:u|t|nu anc |e |a:
|e|c manauement cc:|t|cn: J|t| Cc(cc(ate va|ue /::cc|ate:
|n Lcnccn anc J|t| PJC S|a(e|c|ce( va|ue |anauement
team |n t|e /me(|ca:
C|(|:t|an |a: tauu|t bct| |B/ anc ct|e( cc:t-u(acuate
:tucent: at a numbe( cl |n:t|tut|cn: |nc|uc|nu Ha(va(c anc
Lcnccn Bu:|ne:: Sc|cc|: He |: a|:c a l(euuent ccmmentatc(
|n bct| t|e uene(a| anc bu:|ne:: c(e:: He |a: c|a|(ec anc
:cc|en at ccnle(ence: :uc| a: l|e |ccncm|:t: |a(|et|nu
Summ|t anc 1a|cb F|em|nu ccnle(ence: He |: a membe( cl
l|e UK |a(|et|nu Scc|etv C|(|:t|an |c|c: a |Sc |n bu:|ne::
anc eccncm|c: l(cm l|e Cccen|auen Bu:|ne:: Sc|cc| anc
|a: ccmc|etec cc:tu(acuate :tuc|e: at Ha(va(c Un|ve(:|tv
C|(|:t|an ||ve: |n Lcnccn anc en|cv: :cenc|nu t|me J|t| lam||v,
:|||nu, c|v|nu, c|av|nu tenn|:, anc mcunta|nee(|nu
196
UK & l(e|anc
warw|c| Nash
Laneuaee
ª Ene|ish
Topics
ª ßusiness Strateey
ª Dreanizationa|
Chanee
ª Poute to Narket,
Commercia| Trade
Terms and ln-store
Execution
ª Capita| Narkets
and Corporate
Finance
wa(J|c| |c|nec ||||Ja(c B(cJn |n |a(c| 2005 anc (un: ||||Ja(c
B(cJn UK anc l(e|anc, |nc|uc|nu c||ent ceve|ccment, |nte(na|
c(uan|.at|cn anc c(c¦t ce||ve(v He |a: a ceec unce(:tanc|nu cl
t|e ccmme(c|a| a:cect: cl c||ent: bu:|ne::e: anc |a: ca(t|cu|a(
exce(t|.e |n t|e 'act|vat|cn¨ a:cect: cl t|e ccn:ume( exce(|ence
P(|c( tc ||||Ja(c B(cJn, wa(J|c| Ja: bu:|ne:: un|t c|(ectc( at
D|auec CB, J|e(e |e a|:c |e|c a va(|etv cl bu:|ne:: ceve|-
ccment anc ccmme(c|a| c|ann|nu (c|e: |nc|uc|nu t|e :a|e:
c(cl|t ce(lc(mance anc (e|at|cn:||c J|t| a numbe( cl :t(ate-
u|c acccunt: P(|c( tc D|auec, wa(J|c| Jc(|ec lc( |cK|n:ev
& Ccmcanv ac(c:: a (anue cl |ncu:t(v :ectc(: anc ma(|et:
|nc|uc|nu l|nanc|a| :e(v|ce:, cac|auec uccc:, (eta||, J|c|e-
:a|e, anc |ncu:t(|a| |n t|e UK, /:|a, Scut| /l(|ca anc t|e US
wa(J|c| |c|c: a B/ |n c:vc|c|cuv anc c|||c:cc|v l(cm
Oxlc(c Un|ve(:|tv anc an |B/ |J|t| c|:t|nct|cn) l(cm l|e
Ke||cuu Sc|cc| cl |anauement
196
197
UK & l(e|anc
Trevcr /creman
Laneuaee
ª Ene|ish
Topics
ª Hea|thcare
lespecia||y Px)
ª Advertisine
ª ßrands
ª Ad Hoc
l(evc( beuan ||: ca(ee( |n :c|ence ea(n|nu a BSc anc P|D |n
b|c|cuv /lte( Jc(||nu lc( ¦ve vea(: a: a :c|ent|¦c (e:ea(c|e( anc
ccn:u|tant |e |c|nec ||||Ja(c B(cJn |n T989
Fc||cJ|nu :even vea(: Jc(||nu a: c||ent :e(v|ce u(cuc |eace( anc
cecutv|eac cl c||ent :e(v|ce |n t|e UK, l(evc( tcc| uc t|e cc:|-
t|cn a: |eac cl neJ bu:|ne:: ln 2007, |e e:tab||:|ec t|e |ea|t|-
ca(e team |n t|e UK J||c| |e ncJ |eac:
l(evc( a|:c cu((ent|v |c|c: t|e (c|e a: u|cba| bu:|ne:: |eace( lc(
1c|n:cn & 1c|n:cn
H|: exce(t|:e |nc|uce: |ea|t|ca(e, neJ bu:|ne:: ceve|ccment, anc
u|cba| c||ent |eace(:||c
l(evc( |: a |een cvc||:t J|t| a ce(:cna| be:t cl T |cu( 54 m|nute:
lc( 50 m||e:
198
UK & l(e|anc
Bernarc Chucv
Laneuaee
ª Ene|ish
Topics
ª Seementation
ª ßrand Equity
ª Nedia Node|ine
ª ßrand Choice
ª ßrand Experience
Be(na(c :ta(tec ||: Jc(||nu ||le at /CB, ceve|cc|nu ccn:ume(
cu(c|a:|nu anc acve(t|:|nu mcce|: He |a: :|nce Jc(|ec a: a
c|(ectc( cl lav|c( Ne|:cn Bu:|ne:: Se(v|ce: anc NetJc(| Pe-
:ea(c|, manauec a :cec|a||:t ana|vt|ca| ccn:u|tancv, |nte|eca, anc
ceve|ccec neJ b(anc ana|vt|ca| :c|ut|cn: lc( S|mc:cn Ca(cente(
He |a: cve( 25 vea(: cl exce(|ence |n b(anc (e:ea(c| anc
ana|vt|c:, Jc(||nu J|t| a c|ve(:e (anue cl b(anc: :uc| a:
Hcnca, |ne(u|.e(, Nat|cna| Lctte(v, v|:|t B(|ta|n, Nc(J|c|
Un|cn, S|v, /uc|, Bl anc le:cc ln 1u|v 2007, Be(na(c |c|nec
||||Ja(c B(cJn tc |eac UK ma(|et|nu :c|ence anc :cea(-
|eac neJ ceve|ccment: |n t|e a(ea: cl :eumentat|cn, b(anc
cc:|t|cn|nu, b(anc c(|ve( ana|vt|c: anc t|e mea:u(ement cl
mu|t|mec|a ellect|vene:: anc :vne(uv H|: exce(t|:e |: |n
unce(:tanc|nu |ev b(anc|nu anc mec|a |::ue:, anc u:|nu t||:
unce(:tanc|nu tc ceve|cc la( mc(e lccu:ec ana|vt|ca|
:c|ut|cn: l|e (e:u|t |: a (el(e:||nu|v neJ acc(cac| tc |ev
c|a||enue:, |n J|at can be:t be ce:c(|bec a: t|e acc||cat|cn
cl b(anc :c|ence
Be(na(c: |ev a(ea: cl :cec|a||.at|cn a(e b(anc cc:|t|cn|nu
anc :eumentat|cn, |n J||c| |e |a: ceve|ccec a (anue cl
|nncvat|ve :c|ut|cn: |nc|uc|nu t(|ba| :eumentat|cn, anc b(anc
ccmmun|cat|cn: mcce|: Ca(ee( ac||evement: |nc|uce :ta(t|nu
uc anc u(cJ|nu neJ bu:|ne:: un|t: at lNS, |nte|eca anc
S|mc:cn Ca(cente(, J|t| a lccu: cn |nlc(mat|cn-ba:ec
ccn:u|tancv anc mcce||nu
Be(na(c |a: c(e:entec cace(: at |./·e/^o wee·, |SO|/P,
|PS anc /SC ccnle(ence: cn a|| a:cect: cl b(anc cc:|t|cn-
|nu, ccmmun|cat|cn anc exce(|ence Be(na(c |c|c: a l|(:t
c|a:: |cnc(: ceu(ee |n :tat|:t|c: l(cm |anc|e:te( Un|ve(:|tv
198
199
UK & l(e|anc
Ferµus Hamptcn
Laneuaee
ª Ene|ish
ª French
Topics
ª PP|News Neasure-
ment & Ana|ysis
ª Socia| Nedia
ª 0ieita|
Communities
ª Sponsorship
ª ßranded Content
Awards
ª Joint Atticus Award
Winner for Drieina|
Pub|ished Thinkine,
2000
Fc||cJ|nu a (c|e at Stee|ca:e |n |u(cce J|e(e |e Ja: (e:ccn:|b|e
lc( ma(|et|nu anc c(ccuct c|ann|nu, Fe(uu: lcuncec C|S |n
T993 anc |e|c t|e cc:|t|cn a: c||el execut|ve
ln T999, t|e ccmcanv Ja: acuu|(ec bv ||||Ja(c B(cJn anc
became |ncJn a: ||||Ja(c B(cJn P(ec|: Fe(uu: |: (e:ccn:|b|e
lc( t|e manauement anc ceve|ccment cl t|e P(ec|: bu:|ne::
un|t, J||c| c(cv|ce: met(|c: a(cunc neJ: anc CC| lc(
b(anc:
Fe(uu: |c|c: a B/ |n :cc|a| c:vc|c|cuv l(cm Su::ex Un|ve(-
:|tv anc |: a lcunc|nu membe( cl /||C |/::cc|at|cn cl |ec|a
|va|uat|cn Ccmcan|e:)
200
UK & l(e|anc
Dan wh|te
Laneuaee
ª Ene|ish
Topics
ª Nu|timedia
Advertisine
ª Advertisine for
6|oba| ßrands
Dan: ca::|cn |: u:|nu t|e ve(v |ate:t ma(|et (e:ea(c|, ma(|et|nu
:c|ence anc c:vc|c|cu|ca| t||n||nu anc tec|n|uue: tc cev|:e t|e
u|t|mate :c|ut|cn tc t|e bu:|ne:: neec He ccmb|ne: an
acacem|c bac|u(cunc |ma:te(: ceu(ee |n c:vc|c|cuv l(cm
Camb(|cue Un|ve(:|tv) J|t| T7 vea(: acccunt |anc||nu exce(|ence,
anc |: c(cuc cl ||: ab|||tv tc acc|v :cc||:t|catec acc(cac|e: J|||e
avc|c|nu |a(ucn anc cve(ccmc||cat|cn
He Ja: ca(t cl t|e ceve|ccment team be||nc manv cl ||||Ja(c
B(cJn: :c|ut|cn:, |nc|uc|nu t|e ccmmun|cat|cn: (e:ea(c| ac-
c(cac| L|n| anc t|e b(anc euu|tv :v:tem B(ancDvnam|c:,
bct| cl J||c| |e cu:tcm|.ec lc( cne cl t|e Jc(|c: |a(ue:t
mu|t|nat|cna| cac|auec uccc: ccmcan|e:
Dan |: a (ea| exce(t |n ccmmun|cat|cn: (e:ea(c| bct| |n
te(m: cl ceve|ccment anc acc||cat|cn Ove( ||: ca(ee( |e
|a: (e:ea(c|ec mc(e t|an 400 c|ece: cl acve(t|:|nu, but
:av: |e :t||| |ea(n: :cmet||nu neJ l(cm eve(v c(c|ect
H|: |nte(e:t: |nc|uce mcce(n a(t, t|eat(e anc cb:cu(e v|cec
uame:
200
201
UK & l(e|anc
T|m wraµµ
Laneuaee
ª Ene|ish
Topics
ª Word-of-Nouth
Narketine
ª ßrand Strateey
ª Customer
Nanaeement
ª Pesearch and
lnsiehts
ª Chanee
Nanaeement
Awards
ª The ßritish Narket
Pesearch Society
Prize for ßest New
Thinkine, 2001.
ª Kantar Nerit Award
in 2008 for ßusi-
ness lmprovement,
Ni||ward ßrown
U.K.
l|m :ta(tec ||: ca(ee( at /(t|u( /nce(:en a: a :cec|a||:t |n
cc(cc(ate (eccve(v :e(v|ce: belc(e J|nn|nu a :c|c|a(:||c tc
cc a P|D |n ccn:ume( be|av|c( Fc||cJ|nu t||:, |e Jc(|ec |n
|n:|u|t: anc ma(|et|nu at /me(|can |xc(e::, lNS anc ClK
He |: ncJ |eac cl c||ent :e(v|ce at ||||Ja(c B(cJn UK anc
|a: a ||le|cnu |nte(e:t |n b(anc: anc a cu(|c:|tv |n t|e a(t anc
:c|ence cl |nluenc|nu ccn:ume( c|c|ce:
H|: ac||evement: |nc|uce ccn:|:tent|v bu||c|nu ma|c( neJ
acccunt:, ceve|cc|nu |nncvat|ve (e:ea(c| :c|ut|cn:, anc |eac|nu
bu:|ne:: c|anue c(cu(am:
l|m |a: been a (euu|a( ccmmentatc( |n t|e bu:|ne:: anc
ma(|et|nu t(ace c(e:: |n t|e UK
ln ||: :ca(e t|me |e en|cv: ccc||nu, |c(:e (|c|nu anc :cenc|nu
t|me J|t| ||: lam||v
202
Nc(t| /me(|ca
larv /nn Pac|c
Laneuaee
ª Ene|ish
Topics
ª ßrands, Advertisine
and Nedia
ª Narketine
to ßoomers and
the 50+ Consumer
ª Narketine and
ßusiness Expansion
Awards
ª Kantar 6o|d
Award Presented
to Ni||ward ßrown
North America
in 2005 and 2006
for ßest Dvera||
Performance
lßusiness, Ta|ent,
C|ients, Dffer)
ª 4J 4çe 0ieita|
Nedia Naster -
Top 25
ª Si|icon Va||ey
Top 100
|a(v /nn |: C|O cl ||||Ja(c B(cJn Nc(t| /me(|ca S|e |c|nec
||||Ja(c B(cJn |n 2002 a: c||el c||ent anc ma(|et|nu cl¦ce(,
(|:|nu tc c(e:|cent belc(e a::um|nu |e( cu((ent cc:|t|cn |a(v
/nn came tc ||||Ja(c B(cJn J|t| cve( 20 vea(: cl ccnt|nucu:
P&L exce(|ence |n t|e ma(|et|nu, mec|a (e:ea(c|, c|u|ta| me-
c|a anc |nlc(mat|cn :e(v|ce: ¦e|c: Du(|nu |e( ca(ee(, :|e |a:
|aunc|ec :ucce::lu| :ta(tuc:, manauec ||u|-u(cJt| bu:|ne::-
e:, excancec bu:|ne::e: |nte(nat|cna||v, ta|en a ccmcanv cub-
||c, anc |ec bu:|ne:: un|t: cl |a(ue( u|cba| ccmcan|e:
P(|c( tc |c|n|nu ||||Ja(c B(cJn, |a(v /nn Ja: c(e:|cent anc
c||el cce(at|nu cl¦ce( cl |ec|a |et(|x |lc(me(|v |ncJn a: PC
|ete() l(cm :ta(tuc tc cub||c ccmcanv J|t| a 1750 m||||cn
ma(|et cac S|e Ja: a c|cnee( |n t|e lnte(net anc c|u|ta|
mec|a mea:u(ement a(ena, |aunc||nu |ec|a |et(|x :e(v|ce:
|n mc(e t|an T5 ccunt(|e: a(cunc t|e Jc(|c |a(v /nn Ja:
|ate( u(cuc c(e:|cent cl |t: :ucce::c( ccmcanv, 1uc|te( |ec|a
|et(|x, a cub||c (e:ea(c| anc mea:u(ement ccmcanv J|t|
2,000 c||ent:, T,000 emc|cvee: anc cce(at|cn: |n T8 ccunt(|e:
ln acc|t|cn, |a(v /nn |a: a|:c |e|c :en|c(-|eve| cc:|t|cn: J|t| a
numbe( cl u|cba| ma(|et|nu (e:ea(c| ¦(m: S|e Ja: c(e:|cent
cl NPD Canaca: Cu:tcm Pe:ea(c| C(cuc |n lc(cntc, Canaca,
manau|nu c|(ectc( cl lPSOS-NFO, a F(enc| |u(ccean |c|nt
ventu(e ccmcanv, anc v|ce c(e:|cent, we:te(n US (eu|cn, lc(
NFO Pe:ea(c| |n San F(anc|:cc |a(v /nn Ja: a|:c c(e:|cent
anc cc-lcunce( cl Nat|cna| Ye||cJ Paue: |cn|tc(, a mec|a mea-
:u(ement :e(v|ce lc( t|e 1T2 b||||cn (evenue US Ye||cJ Paue:
|ncu:t(v, J||c| Ja: a c|v|:|cn cl NFO
202
203
Nc(t| /me(|ca
N||h|| Chare|han
Laneuaees
ª Ene|ish
ª French
ª Hindi
Topics
ª ßrand Strateey
ª Narketine
Accountabi|ity
ª ßrand Va|uation
N|| |: :en|c( v|ce c(e:|cent cl ||||Ja(c B(cJn Oct|mc( He
|eac: t|e Nc(t| /me(|can bu:|ne::, a::|:t|nu c||ent: J|t|
:t(ateu|c anc ana|vt|ca| b(anc |::ue:, |nc|uc|nu b(anc va|uat|cn,
cu:tcme( :t(ateuv, b(anc cc(tlc||c cct|m|.at|cn, b(anc a(c||tec-
tu(e, cc:|t|cn|nu anc ||cen:|nu va|uat|cn
P(|c( tc |c|n|nu ||||Ja(c B(cJn, N|| Ja: an enuauement c|(ectc(
at Futu(eB(anc, J||c| |e |c|nec l(cm P(|ceJate(|cu:eCccce(:
ln t|at (c|e |e |e|cec c||ent: acc(e:: :t(ateu|c |::ue: :uc| a:
ma(|et|nu anc u(cJt| :t(ateu|e:, me(ue( |nteu(at|cn, anc cc(cc-
(ate (ece:|un |a(||e( |n ||: ca(ee(, N|| Jc(|ec |n t|e c(ccuct
ce:|un anc ceve|ccment c|v|:|cn at lB|: m|c(ce|ect(cn|c:
c|v|:|cn He |c|c: an |B/ l(cm t|e w|a(tcn Bu:|ne:: Sc|cc|
a: Je|| a: a ma:te(: ceu(ee l(cm |ll |n e|ect(|ca| enu|nee(|nu
anc ccmcute( :c|ence anc a BSc |n e|ect(|ca| enu|nee(|nu
l(cm Cc|umb|a Un|ve(:|tv
N|| |: a Je| |-e:tab||:|ec :cea|e( at |ncu:t(v event: anc
bu:|ne:: :c|cc|: H|: mc:t (ecent :cea||nu enuauement:
|nc|uce t|e Ccnle(ence Bca(c: Sen|c( |xecut|ve Pcunctab|e
|n NeJ Yc(| anc C||cauc, t|e B(anc |uu|tv |anauement
Ccnle(ence |n NeJ Yc(| anc t|e Cc(cc(ate B(anc |anauement
Ccnle(ence |n NeJ Yc(| N|| |a: (ecent|v been |nte(v|eJec
bv ma|c( |ncu:t(v cub||cat|cn: |nc|uc|nu /J.e/ /·^o /oe
204
Nc(t| /me(|ca
/nn Creen
Laneuaee
ª Ene|ish
Topics
ª Dn|ine Video
ª Creative
0eve|opment Process
ª Word of Nouth
Dther
ª Adjunct Professor
at Co|umbia
University,
New York
/nn C(een |eac: ma(|et|nu :c|ut|cn: at ||||Ja(c B(cJn
Nc(t| /me(|ca He( c(|ma(v lccu: |: cn ceve|cc|nu (e:ea(c|
:c|ut|cn: tc |e|c |eac|nu ma(|ete(: bu||c, u(cJ anc manaue
t|e|( b(anc: /nn |a: been |n:t(umenta| |n excanc|nu
||||Ja(c B(cJn: ccmmun|cat|cn: clle(|nu: tc |nc|uce
(e:ea(c| tcc|: lc( exc|c(|nu bct| :t(ateuv anc ea(|v c(eat|ve
ceve|ccment S|e b(|nu: a un|uue (e:ea(c| ce(:cect|ve |n
t|at :|e |a: |ac t|e cccc(tun|tv tc Jc(| exten:|ve|v J|t|
bct| t(ac|t|cna| anc eme(u|nu mec|a t|(cuu|cut |e( ca(ee(
P(|c( tc |e( cu((ent (c|e, /nn Jc(|ec a: a v|ce c(e:|cent |n c||-
ent :e(v|ce Du(|nu |e( ca(ee( :|e |a: Jc(|ec J|t| ma(|ete(:
:uc| a: P(ccte( anc Camb|e, Lev| St(au:: & Cc, B(|:tc|-|ve(:
Suu|bb, Dun||n Dcnut: anc Fe((e(c US/ S|e |a: a|:c been
(e:ccn:|b|e lc( neJ c(ccuct |nncvat|cn: |n Nc(t| /me(|ca, |n-
c|uc|nu |cent|lv|nu c||ent neec:, bu||c|nu (e|at|cn:||c: J|t| t||(c
ca(tv ca(tne(: anc exc|c(|nu tec|nc|cuv acvancement:
/nn |a: been a leatu(ec :cea|e( at manv ma(|et|nu |ncu:t(v
event: |nc|uc|nu t|e wc(c cl |cut| |a(|et|nu /::cc|at|cn
|wO||/), t|e On||ne |ec|a, |a(|et|nu anc /cve(t|:|nu Ccn-
le(ence |O||/), actec|, anc t|e /cve(t|:|nu Pe:ea(c| Fcun-
cat|cn |/PF), J|e(e :|e an lnte(act|ve Ccunc|| membe( S|e |:
a|:c cn lacu|tv at Cc|umb|a Un|ve(:|tv |n NeJ Yc(| /nn: Jc(|
|a: been cub||:|ec |n |c/0e·, C//..| |.·· anc /J^.0 anc
:|e |: uuctec (euu|a(|v |n |eac|nu |ncu:t(v cub||cat|cn: |nc|uc-
|nu /Jwee·, /J.e//·^o /oe, C/.^· C'..oc 3a·^e·· anc |-
Cc^^e/.e !^e·
204
205
Nc(t| /me(|ca
w|| ||am Hav|ena
Laneuaee
ª Ene|ish
Topics
ª Advertisine
and Nedia
Effectiveness
ª Cross Nedia|
lnteerated Nedia
ª Pesearch
Nethodo|oeies
ª Statistics
/: v|ce P(e:|cent cl Pe:ea(c| /na|vt|c:, B||| |: cu((ent|v a
membe( cl t|e Dvnam|c Lcu|c||||Ja(c B(cJn C(c::|ec|a
leam anc a::|:t: J|t| c(c::-mec|a anc c|u|ta| met|ccc|cuv
ceve|ccment /cc|t|cna||v, |e mentc(:, ccac|e: anc t(a|n:
(e:ea(c|e(: anc :uccc(t: :a|e: ellc(t: B||| b(|nu: exten:|ve
exce(|ence cl ccncuct|nu (e:ea(c| cn acve(t|:|nu ellec-
t|vene::, ccn:ume( ce(cect|cn:, exce(|ent|a| ccn:umct|cn
anc ccn:ume( emct|cn: B|||: Jc(| |a: been cub||:|ec |n
t|e 1ca/^.| c/ Cc^·a^e/ |e·e./.', 1ca/^.| c/ 3a·^e·· |e-
·e./.', 1ca/^.| c/ |./·e/^o |e·e./.', 1ca/^.| c/ /J.e//·^o
|e·e./.', Ca/··, /J^.0, anc ct|e( ma(|et|nu anc bu:|ne::
cub||cat|cn: He |a: c(e:entec cace(: at ccnle(ence: cl t|e
/PF, |SO|/P, /me(|can |a(|et|nu /::cc|at|cn, Canac|an
|a(|et|nu /::cc|at|cn, /::cc|at|cn lc( Ccn:ume( Pe:ea(c|,
lNFOP|S, |a(|et|nu Sc|ence ln:t|tute anc ct|e( ma(|et|nu
c(cle::|cna| c(uan|.at|cn:
P(|c( tc |c|n|nu Dvnam|c Lcu|c |n 2003, B||| Ja: a ma(|et|nu
c(cle::c( at NeJ 1e(:ev ln:t|tute cl lec|nc|cuv, Fc(c|am Un|-
ve(:|tv, Putue(: Un|ve(:|tv anc Scut|e(n |et|cc|:t Un|ve(:|tv
B||| ea(nec ||: P|D anc |B/ |n ma(|et|nu a|cnu J|t| a B/
|n :tat|:t|c: l(cm Cc|umb|a Un|ve(:|tv
Nc(t| /me(|ca
Ove Haxthausen
Laneuaees
ª Ene|ish
ª French
ª 0anish
Topics
ª ßrand Va|uation
ª ßrand Finance
ª Narketine PDl
ª ßusiness Strateey
Ove |: a v|ce c(e:|cent at ||||Ja(c B(cJn Oct|mc(: NeJ
Yc(| cll|ce, J|e(e |e |eac: uc t|e l|nanc|a| va|uat|cn c(ac-
t|ce H|: b(anc anc cc(cc(ate :t(ateuv Jc(| |a: |nc|ucec
b(anc va|uat|cn, ma(|et|nu POl, b(anc ||cen:|nu, b(anc :ccn-
:c(:||c va|uat|cn, bu:|ne:: anc b(anc cc(tlc||c cct|m|.at|cn,
|&/ acv|:c(v, (e:ccn:e: tc ccmcet|t|ve t|(eat:, anc |nte(na|
u(cJt| :t(ateu|e:
Ove |c|nec ||||Ja(c B(cJn Oct|mc( alte( a cecace |n ccn-
:u|t|nu |nc|uc|nu cc:|t|cn: at |cK|n:ev & Cc anc |a(: & Cc
H|: enuauement: |ave ccve(ec a J|ce (anue cl |ncu:t(|e:,
l(cm ccn:ume( uccc: anc |ea|t|ca(e tc l|nanc|a| :e(v|ce:
anc ll ||a(cJa(e anc :cltJa(e)
Bc(n |n Denma(|, Ove |c|c: a c|v|| enu|nee(|nu ceu(ee l(cm
t|e |cc|e Scec|a|e ce: l(avaux Pub||c: |n Pa(|: anc an |B/
l(cm Cc|umb|a Bu:|ne:: Sc|cc|
Ove: mc:t (ecent :cea||nu enuauement: |nc|uce l|e /PF
ccnle(ence |n NeJ Yc(| He a|:c :e(ve: a: a uue:t |ectu(e( at
a numbe( cl un|ve(:|t|e: |nc|uc|nu Cc|umb|a Bu:|ne:: Sc|cc|
anc Nc(t|Je:te(n Un|ve(:|tv Ove |a: cub||:|ec :eve(a|
a(t|c|e: cn b(anc|nu |n ma|c( |ncu:t(v cub||cat|cn:
206
207
Nc(t| /me(|ca
Ken la| |cn
Laneuaee
ª Ene|ish
Topics
ª Advertisine and
Nedia Effectiveness
ª Pesearch
Nethodo|oeies
ª Consu|tine
ª Product
0eve|opment
ª 0ata Ninine
ª Semantic Laneuaee
Processine
ª ßehaviora| Tareetine
Systems
Ken |a||cn |: :en|c( v|ce c(e:|cent cu:tcm :c|ut|cn: at Dv-
nam|c Lcu|c, a ||||Ja(c B(cJn Ccmcanv He a|:c :e(ve: a: a
mec|a ccn:u|tant J|t||n t|e ||||Ja(c B(cJn |ec|a C(cuc /lte(
Jc(||nu lc( T0 vea(: |n b|ctec|nc|cuv anc mec|ca| (e:ea(c|,
Ken (ec|(ectec ||: uuant|tat|ve :||||: anc ma(|et|nu |nte(e:t tc
t|e cn||ne Jc(|c Ken |c|nec Ya|cc! tc |e|c ||c| :ta(t |t: cata
m|n|nu cce(at|cn:, |e|c|nu tc ceve|cc t|e ccmcanv: be|av-
|c(a| ta(uet|nu :v:tem, ccn:ume( |n:|u|t:, t|e Ya|cc! Bu.. ln-
cex anc Ya|cc! Ccn:ume( D|(ect ln 2004, |a||cn |c|nec Dv-
nam|c Lcu|c Ken |a: ca((|ec cut catent-cenc|nu ceve|ccment
|n t|e lnte(net :cace anc |a: u|ven ta||: anc cub||:|ec a(t|c|e:
abcut b|ctec|, |ea|t| :c|ence:, cn||ne ac ellect|vene:: anc
cata m|n|nu
Ken |c|c: a |HSc |n b|c:tat|:t|c: l(cm 1c|n: Hcc||n:
Un|ve(:|tv, a |Sc |n :tat|:t|c: l(cm Stanlc(c Un|ve(:|tv,
anc a BSc |n :eccnca(v mat|emat|c: ecucat|cn l(cm
t|e Un|ve(:|tv cl Ccnnect|cut
208
Nc(t| /me(|ca
Pau| lcC|ean
Laneuaees
ª Ene|ish
ª French
Topics
ª ßrand Equity
ª 6|oba| Narketine
ª Dptimizine
Communications
Awards
ª First Ever Pecipient
of Ni||ward ßrown's
Sue 6ardiner Citi-
zen Award in 2006
ª 2008 Fina|ist in
APF 6reat Nind
Awards
Pau| |a: 25 vea(: exce(|ence |n t|e ma(|et|nu anc mec|a
(e:ea(c| :cace, anc |n Jc(||nu J|t| ma|c( ma(|ete(: tc eva|uate
t|e |mcact anc ellect|vene:: cl ccmmun|cat|cn:
P(|c( tc |c|n|nu ||||Ja(c B(cJn |n T986, Pau| beuan ||: ca(ee(
at ln:t|tut P(c:ccc |n Pa(|:, |e|c|nu tc ceve|cc t|e annua|
cub||cat|cn |/c·.c0 |eJ. |./. Petu(n|nu tc t|e UK, |e
|c|nec PSCB: |ec|a D|v|:|cn, (e:ccn:|b|e lc( mec|a (e:ea(c|
lccu:ec cn (ac|c anc c(|nt
ln T997, Pau| mcvec tc t|e US tc ccen ||||Ja(c B(cJn:
/t|anta, Cec(u|a cll|ce Fc( t|e ca:t 20 vea(: |e |a: Jc(|ec
c|c:e|v J|t| l|e Ccca-Cc|a Ccmcanv cn t|e|( u|cba| bu:|-
ne::, anc |: cu((ent|v cve(a|| :tateu|c |eac cl ||||Ja(c B(cJn:
Ccca-Cc|a c||ent :e(v|ce team He |: a|:c c|av|nu a |eac|nu
(c|e |n c(|v|nu ||||Ja(c B(cJn: b(anc euu|tv |ea(n|nu
t|(cuu|cut t|e c(uan|.at|cn
208
209
Nc(t| /me(|ca
Chr|s lurphv
Laneuaee
ª Ene|ish
Topics
ª Seementation
ª Forecastine
ª Corporate Strateey
ª ßrand Equity
ª Product
0eve|opment
C|(|: |a: (ecent|v a::umec |eace(:||c cl u(cJt| anc ceve|-
ccment |n|t|at|ve: ac(c:: ||||Ja(c B(cJn Nc(t| /me(|ca:
cc(tlc||c cl bu:|ne::e:
He |a: an exten:|ve bac|u(cunc |n ma(|et (e:ea(c| anc b(anc
bu||c|nu bct| cn t|e c||ent anc (e:ea(c| auencv :|ce S|nce
|c|n|nu ||||Ja(c B(cJn, |e |ec t|e Nc(t| /me(|can (eu|cn:
:e(v|ce: acv|:c(v anc :t(ateu|c (e:ea(c| lunct|cn: belc(e mcv-
|nu |ntc ||: cu((ent (c|e
P(|c( tc |c|n|nu ||||Ja(c B(cJn |n 1une 2003, C|(|: |e|c t|e
cc:|t|cn: cl execut|ve c|(ectc( anc v|ce c(e:|cent cl b(anc
:t(ateuv, anc ma(|et :c|ence:(e:ea(c| at ve(|.cn Ccmmun|-
cat|cn: He c(ev|cu:|v |e|c :en|c(-|eve| cc:|t|cn: J|t| |/PC
Pe:ea(c| anc US we:t ln eac| cl t|e:e cc:|t|cn:, ||: t|me
Ja: even|v :c||t betJeen unce(:tanc|nu ccn:ume(, :ma|| bu:|-
ne:: anc |a(ue bu:|ne:: auc|ence:
C|(|: |a: ccncuctec c|cnee(|nu (e:ea(c| cn t|e lutu(e cl t|e
lnte(net, |nte(act|ve te|ev|:|cn, anc :e(v|ce bunc||nuclle( cct|-
m|.at|cn, anc |e |a: ceve|ccec (ac|ca||v c(act|ca| acc(cac|e:
tc t|e ana|vt|c a(t: cl :eumentat|cn, c|llu:|cn macc|nu, anc
(evenue |mcact mcce||nu |uuant|lv|nu t|e cc||a( cccc(tun|tv
(|:| a::cc|atec J|t| :cec|l|c |mc(cvement: anc cec||ne: |n
b(anc exce(|ence mea:u(e:)
C|(|: ea(nec a ma:te(: cl ma(|et|nu (e:ea(c| l(cm t|e Un|-
ve(:|tv cl Cec(u|a |J|e(e |e |: cn t|e execut|ve bca(c anc |: a
(euu|a( uue:t |ectu(e(), anc a B/ |n eccncm|c: l(cm Fu(man
Un|ve(:|tv He :cea|: (euu|a(|v at |ncu:t(v a::cc|at|cn:, |nc|uc-
|nu t|e /N/, /|/, |Sl, CBC, /Ll, anc PPS/ H|: |nncvat|ve
Jc(| |a: a|:c been c(e:entec at nume(cu: lc(um: |nc|uc|nu
t|e SaJtcct| Ccnle(ence
Nc(t| /me(|ca
Ccrccn wvner
Laneuaee
ª Ene|ish
Topics
ª Narketine Strateey
ª Narket
Seementation
ª Narketine
Effectiveness and
PDl
Cc(ccn |a: mc(e t|an 20 vea(: cl exce(t|:e |n ma(|et|nu
anc b(anc ccn:u|t|nu He |a: Jc(|ec exten:|ve|v ac(c:: a
va(|etv cl |ncu:t(|e:, |nc|uc|nu ccn:ume( c(ccuct:, l|nanc|a|
:e(v|ce:, ccmmun|cat|cn:, anc |nlc(mat|cn tec|nc|cuv Cc(ccn
lccu:e: cn unce(:tanc|nu cu:tcme( c(|c(|t|e: anc eccncm|c
va|ue a: a ba:|: lc( bu||c|nu ellect|ve ma(|et|nu anc b(anc
:t(ateu|e: /: execut|ve v|ce c(e:|cent Nc(t| /me(|can St(at-
euv, Cc(ccn |: (e:ccn:|b|e lc( ceve|cc|nu t|e l|(m: :t(ateu|c
cacab|||t|e:, e:cec|a||v a(cunc :eumentat|cn, cc:|t|cn|nu, anc
ma(|et|nu ellect|vene:: |mc(cvement
P(|c( tc |c|n|nu ||||Ja(c B(cJn, Cc(ccn |e|c :en|c( cc:|t|cn:
J|t| |e(ce( |anauement Ccn:u|t|nu anc |a(|et|nu anc
Pe:ea(c| Ccun:e|c(: ||/PC)
Cc(ccn |a: been a t(u:tee cl t|e |a(|et|nu Sc|ence ln:t|tute
lc( cve( T0 vea(: anc :e(vec a: c|a|( cl |t: execut|ve ccmm|ttee
l(cm 200T tc 2006 Cc(ccn |: a (euu|a( cc|umn|:t lc( |./·e/-
^o |.^.oe^e^/ anc |./·e/^o |e·e./.' maua.|ne:, anc a
l(euuent :cea|e( at ma(|et|nu anc (e:ea(c| ccnle(ence: He |:
l(euuent|v uuctec |n t|e Nc(t| /me(|can bu:|ne:: c(e:: anc
a|:c aut|c(ec an a(t|c|e |n t|e |./../J 3a·^e·· |e.eu cn
|mc(cv|nu ma(|et|nu POl
210
/CKNOwL|DC||NlS
Pc|nt: cl v|eJ Dece F|tc|
KncJ|ecue Pc|nt: Dcm|n|c lJc:e
|a(|et Fccu: Ka(en 1cne:
D|u|ta| |a(|et|nu |llect|vene:: ln:|u|t: C|(|:t|na Ccccman
Ccve( P|ctcu(ac| Lvnne Pu:|tcn, :eccnc c(|.e J|nne( |n t|e
||||Ja(c B(cJn 2007 C|cba| P|ctc Ccmcet|t|cn
P(ccucec bv C|cba| Ccmmun|cat|cn: & |a(|et|nu, ||||Ja(c B(cJn
||||Ja(c B(cJn 2008
JJJm|||Ja(cb(cJnccm
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