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The extension of a brand into publishing – as has been done with such diverse entities as Asda, Manchester United and PlayStation – can bring both short term commercial benefit and longer term improvements in customer relations. If it works well all manifestations of the ‘home brand’ can gain as customer loyalty is extended and strengthened.
By using analysis of the single source database TGI we can examine both the customer relationships that are internal to the brand family and those that are outside it.
Many brand magazines can boast a large readership by virtue of the brand having…
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Very often the most critical group marketers wish to reach are those in the high social grades, as they are likely to be the most profitable customers. There was a time when this market was taken as the ABC1 market, for sample size reasons. However, over the last 20 years or so, social and economic shifts have meant that the numbers of adults in the higher social grades have increased enormously and now it is the AB market that many marketers concentrate on as the most profitable.
Recently released data for Premier TGI which measures only those in the…
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Placing advertising in a medium according to the environment in which it will appear is a long established principle and may be especially prevalent where the audience is being targeted for their role as opinion formers. However overall opinions of a medium, based upon big enough sample sizes and at a ‘currency’ level of acceptability, has only just become available. This weeks release of the 2003 Premier TGI contains, for the first time, data on the opinions held of the media consumed by readers, viewers and listeners alike.
In the case of television it is logical to assume…
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More than a quarter of people who drive in or around central London say they will avoid driving in the charge zone altogether after the introduction of the congestion charge this week.
In total, 50 per cent of those who drive in central London say they will drive in less frequently or not at all. Very few drivers (one per cent) are planning to drive in London more often after the charge is introduced, even amongst those who intend to claim the charge on expenses. All of which should provide good news for London’s mayor Ken Livingstone who has…
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The’objective quantitative’ and ‘intuitive qualitative’ branches of research have traditionally worked separately, but the demand for data that is immediately actionable is forcing the industry to integrate the two schools of thought, says Alicia Clegg
Most professions like to project an image. But how they see themselves may not tally with how the rest of us see them. This may be said of the market research industry, where researchers have always prided themselves on being objective and scientific, but are perceived by other business people to be academic types, who are more interested in using the correct methodologies than…
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During the winter months, many people make an effort to get away from the British weather and take a holiday abroad. According to latest TGI data, 10% of adults claim to have taken a holiday in the December to February period in the last 12 months. As one would expect, this is still way behind the numbers who go on holiday in the summer – 34% took a holiday in the June-August period – although the gap has been narrowing.
Back in 1987, 40% of adults claimed they had taken a holiday in June-August in the last 12 months,…
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The importance of contract publishing titles
