Scandinavian women pose challenges top marketers

Article Abstract:

The attitudes of Scandinavian women pose special challenges to marketers and advertising professionals. Their attitudes are attributed to their equality with men which they have long enjoyed. Scandinavian women also have contradictions in their attitudes which is considered natural. A Norwegian psychologist opined that sex roles in the region are fading. Scandinavian women are becoming more androgynous and that their personality is developing to become more creative and socially confident.

Scandinavia

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The whys and hows of a rising star-PBR

Article Abstract:

A study sponsored by the Incorporated Society of British Advertisers indicates that payment by results (PBR) has increased the renumeration of advertising agencies and improved their performance. The study, which was conducted and is continuing in Canada, the US, UK and Germany, cites the fact that not one advertiser reported poorer agency performance as a result of PBR. It is suggested that a universal PBR scheme is not possible because of the unique nature of client/agency relationship.

United Kingdom

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When you wish upon a star

Article Abstract:

Using celebrities to promote a product can be effective in enticing a viewer to stop surfing and start watching commercials, but it also has some disadvantages. Although using celebrities lend credibility to a product, the talent fees of celebrities dramatically increase an advertiser's production costs. In addition, the company as well as the product being endorsed by a celebrity will be affected if a celebrity- endorser gets involved in a scandal.

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