Nothing cheap about these thrills: finding something new for the well-to-do to do can be a lucrative marketing proposition

Article Abstract:

The types of advertising necessary to sell extravagant excursions (such as $1,000 a day cruises for couples, $30,000 picnics for twelve with air fare and dinner service, and $600 a day balloon trips over Europe) to the rich are considered. Some of these extravagances, such as the $2,552 New York to London ticket on the Concorde, have a self-selecting markets and do not need to advertise. Others, such as the $30,000 picnic, avoid advertising because of their exorbitance, and are promoted only through public relations. When advertisements are used to promote these extravagances, they are usually placed in elite national magazines, and a few business and yachting journals.

Analysis, Economic aspects, Advertising, Consumption (Economics), Wealth, Luxuries, Leisure class

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Zapping - A Modest Proposal

Article Abstract:

Advertisers are beginning to questions the effectiveness of television advertising. Zapping is when the television viewer changes the channel with a remote control unit when a commercial appears. Viewer fragmentation and eroding market share are gradual changes that advertisers can learn to contend with. Zapping will be more difficult to control. A solution to zapping is to run all commercials on network and cable television at the same time.

Equipment and supplies, Television advertising

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Double or Nothing

Article Abstract:

Consumers purchase products from grocery stores that offer cents-off coupons. Most consumers use their coupons in supermarkets that offer double coupon days. Brand loyalty is foregone for the incentive savings.

Marketing, Beliefs, opinions and attitudes, Incentives (Business), Attitudes

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