The rise of word of mouth marketing The world’s most powerful marketers are looking to harness the power of
word of mouth or buzz—two terms that are used almost interchangeably. “There is a large body of research that
shows that people gather information from your mar¬keting materials, including salespeople and advertising,
then talk it over with their friends. They buy in response to what other people say about the product.”
Global consumer regard for U.S. brands declines Regard by overseas consumers for American culture and products has declined so much since 1999 that U.S. marketers should view it as a “warning sign.” The new study suggests that U.S. businesses should pool their resources and best practices in an effort to better shift consumer perceptions outside the US. Other businessmen involves belonged to the following groups:
REGION: Western magazines expand internationally at a fast pace As Western
publishers extend their reach, by publishing the magazines themselves, creating joint ventures with foreign
publishers or licensing the name and content, they are influencing consumer tastes, fashion and local
advertising. They are also facing unexpected challenges, even in relatively sophisticated markets like Croatia
and Serbia & Montenegro, with its fashion-conscious consumers.
Daily Mirror apologises over faked photos of the alleged abuse of Iraqi prisoners by British forces The Daily Mirror published a front page apology on Saturday for publishing faked photographs of the alleged abuse of Iraqi prisoners by British forces.
Editor Piers Morgan resigned after a govt investigation concluded the pictures were fakes.
The Mirror said it would donate all proceeds from the syndicated sale of the hoax pictures to charity.
Naomi Campbell wins privacy case against Daily Mirror The supermodel Naomi Campbell won a landmark privacy ruling against the Daily Mirror which could have lasting implications for the way the media deals with public figures.
The judges ruled Campbell was entitled to “invasion of privacy” damages against the newspaper after it
published a photograph of her attending a Narcotics Anonymous clinic.
ROMANIA: Paint advertising budgets exceed those of billion-Dollar industries Paint producers have engaged in an unprecedented battle in the field of TV advertising market, spending more than $3 million in March alone. In terms of spending on advertising, brands like Köber, Danke, Savana, Apla and Spor have left vodka, petrol and banking services far behind. Paints took a 1.16% slice of the TV advertising market in the first four months this year, which was worth $489 million.
ROMANIA: Connex sees highest growth in four years Estimating its own market share
as standing at 48.5%, Connex had more than 3.67 million subscribers at the end of the first quarter; 6.2% more
than late last year.
BULGARIA: Nestle Sofia slapped BGN 300,000 fine by
Bulgaria’s Commission for the Protection of Competition (CPC) has imposed a BGN 300,000 fine on Nestle Sofia in connection with a second breach of law in two promotional games.
ROMANIA: Consumer confidence hits record high
The consumer sentiment index in Romania hit a record high of minus 2.5 in Q1, up 1.5 points from the same time last year. This index gauges private consumption and consumption intentions. It usually peaks in the spring, but this year’s growth is substantial, practically the highest since measurements first started.
SERBIA & MONTENEGRO: Industrial production grows in
Industrial production in Serbia, excluding Kosovo-Metohija, rose 14.3 percent in March 2004 compared with the 2003 average, and 17.6 percent compared with March 2003. The production of capital goods in March 2004 rose 73 percent compared with the 2003 average, intermediary goods, not including energy, grew 17 percent, energy grew 8.7 percent, consumer goods 4.7 percent, while the production of durable consumer goods fell 5.2 percent against the 2003 average.
CROATIA: Facing reality in Croatia: Battling the deficit
The prospects for GDP growth have suddenly taken a turn for the worse, after figures for Q3 2003 revealed that growth slowed down to just 3.9% year-on-year (y-o-y), against 5.2% in full-year 2002. Achieving a budget deficit of less than 5.0% of GDP this year would be a significant success for the authorities, especially if it is done without increasing public debt.
The central bank is expected to retain a cautious stance, due to runaway credit growth that has bloated
Croatia’s current account deficit.
People and Career
Interview: Is the brand “America” really in that much trouble? The United States is no longer synonymous with altruistic concepts such as internationalism and equality. And this was reported before the abuses at Baghdad’s Abu Ghraib prison further inflamed anti-Americanism in the Islamic world, Western Europe, and most other parts of planet Earth.
To assess this unpleasant marketing reality, Business 2.0 gathered three authorities on global branding. Here’s what the experts have to say about this mess …