Flame on you

Article Abstract:

Marketing Tools editors received an e-mail from a manufacturer of lock ladders. Finding the e-mail entirely inappropriate for a magazine that covers marketing in general, the editors sent the manufacturer an angry e-mail reminding the firm to more carefully target their advertising. Marketers should do more research before sending out product publicity. The periodical should learn more about customer relations.

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Seeing is believing: ethnography gets consumers where they live - and work, and play, and shop

Article Abstract:

Ethnographers are becoming more popular as businesses seek ways to figure out what consumers want. E.Lab helped Hallmark determine why its superstores were not very successful. Ethnographers use videotapes, cassette recorders, and other equipment to record consumer responses in natural settings, such as stores, or in focus groups. Subjects sometimes are given beepers, disposable cameras or diaries.

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As the worm turns

Article Abstract:

Governing agencies worldwide are launching protection campaigns aimed at parasite marketers, who imply connections with prestigious organizations or events in their own promotional materials. This draws cachet away from legitimate sponsors, who usually pay high prices to be officially associated with the event or group. Protections include new laws and public education.

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