|
Gone are
the days when owners or directors of major firms would
agree to a long period for recovering their investments.
Bubuwit squeaks that nowadays, the direction, as well as
the prestige to the marketer, is in breaking even at the
least possible time because it is difficult to predict
the future. Major firms dealing with consumer packaged
goods have, in fact, cut down their investment-recovery
period from two to three years previously to now as low
as nine months. This was achieved by investing heavily
in marketing programs to gain critical mass or by
programming new product or new program launches in
attaining profitable market shares immediately.
Don’t Believe Everything They Say
Researchers may promise to reveal attitudes, but
attitudes aren’t a reliable predictor of behavior.
People often talk one way, but act another.
Bubuwit
got wind of a high-profile multinational firm, which
commissioned a study in which interviewers stopped 500
women on their way into the supermarkets and asked them
what they expected to buy.
If you
had gone to the bank on those findings alone, you would
have been deeply in shock. How come? Because
interviewers then checked the same women’s purchases on
their way out of the store. In terms of the product
categories they had expected to purchase, only three of
10 bought the specific brand they had said they would.
Seven out of 10 had bought other brands.
Tidbit
Kenny
Choo signed as the new executive creative director at
Ogilvy & Mather Manila after the long search to replace
Gavin Simpson. Choo was with Ogilvy Shanghai and had
stints at LB Taiwan, TBWA, Batey, Y&R and Bozell in
Singapore. |
