The science of selling

Article Abstract:

Representations of DNA can be used in advertising campaigns, and Renault is one company doing this. The message the company aims to convey is that evolution involves gradual change, as has the development of the vehicle that they are advertising. Some manufacturers may find that the public has an ambiguous view of scientific developments, fearing change and being concerned about issues such as genetically altered foods. This was the case of Monsanto, which found that consumers were hostile to its products and were made aware of their presence by advertising.

World, Psychological aspects, Biotechnology industry, Biotechnology industries, Portrayals, Advertising, DNA

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The perils of maturity: promoting brands

Article Abstract:

The advertising industry in Japan has recovered from its slump as revenues have exceeded a previous peak and continue to grow. The automobile and beer industry, in particular, have become extremely advertising conscious. However, many in advertising are advocating restructuring and international competition.

Japan

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Adland's shrewd and lucky baron

Article Abstract:

Havas Advertising head Alain de Pouzilhac has proved his ability to build an advertising empire, but is now facing the challenge steering it through the economic downturn. De Pouzilhac is confident about Havas's future, and is focusing on building a flexible operating structure in Europe.

Management, Havas S.A., Pouzilhac, Alain de

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