search query: @author Robinson, E. A. / total: 5
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| Author: | Robinson, E. A. |
| Title: | Frogs, bears and orgasms: Think zany if you want to reach today's consumers |
| Journal: | Fortune
1997 : JUN, VOL. 135:11, p. 76-78 |
| Index terms: | ADVERTISING CONSUMERS TELEVISION ADVERTISING MARKETING |
| Language: | eng |
| Abstract: | Today one can't watch TV without seeing some most bewildering commercials ever done. these ads may seem little more than nonsense, but they are actually highly calculated to take advantage of consumers' changing attitudes. Consumers are responding to expressive values instead of status. They are responding to achievement and rejection of authority; they want to associate with brands that recognize their individuality. Today's commercial have to seize the viewers in one to three seconds, or they're gone with their channel switchers. |
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