Advertising

stronger. -Brahma: is it a Brazilian ‘beer. Even if it’s not famous in Europe, the beer is sold in many countries all around the world, and its growth every year. This beer is also very famous for the advertising it made. Some of them are very famous and the company has already won some advertising’ price like at Cannes. These many different brands allow Inbev to be the n°1 on the beer market. The Inbev group (before Interbrew) choose a lot of different partners or breweries all around the world

commande act of God un cas de force majeure, une catastrophe naturelle addressing machine une machine à adresser advertisement une publicité, une annonce advertising la publicité advertising agency une agence de publicité advertising department le service publicité advertising media les supports publicitaires, les médias advertising, deceptive la publicité mensongère after-sales service le service après-vente agenda l'ordre du jour agent un représentant agent, clearing un agent en douane

révèlent être des bases théoriques solides et incontournables pour comprendre quel rôle joue la publicité dans le processus d’achat du consommateur. | 4. H. DUCOFFE Robert - 1995 | « How Consumers Assess the Value of Advertising » - Journal of Current Issues & Research in Advertising Vol. 17, No. 1 | Ce document introduit un concept de représentation de la valeur perçue dans la publicité par les consommateurs. Un modèle conceptuel est proposé et vérifié par une étude. Nous y apprenons donc une démarche

because of the close proximities of the distribution center in Arteixo and their different factories in La Coruna. - Retailing o Merchandising : rapidly changing product lines (reasonable quality for reasonable price, but still fashion) o Low advertising budget (0 to 3% of revenues) but huge brand awareness worldwide o Prime locations (visible/premier shopping streets) o Climate of scarcity and opportunity (clothes do not stay during a long time in the store) o Zara’s top management gives high

imperative for them to carefully treat the standardization-customization continuum wherein they not only manage to retain the inherent brand identity which is the reason for their acceptance across markets, but also adopt the brand elements. (Image, advertising, channel, and others) to appeal to the local taste and preferences. Coca cola is an example that can illustrate what we’ve just said. Indeed, Coca Cola is one of the world leaders in terms of manufacturing, marketing and distribution of non alcoholic

dans l’entreprise, Revue Française du Marketing, n°150, 47-53. Cornwell T.B. et Maignan I. (1998), An International Review of Sponsorship Research, Journal of Advertising, vol. 27, n°1, 1-21. Cornwell T.B., Roy D.P. et Steinard E.A. (2001), Exploring Managers’ Perceptions of the Impact of Sponsorship on Brand Equity, Journal of Advertising, vol. 30, n°2, 41-51. Courbet D. (2000), Les effets automatiques du parrainage télévisuel sur la marque : étude de la mésattribution de la familiarité, du transfert

France, on peut par exemple trouver trois agences de ce type à Paris : éditeurs Massive, Connect’In Advertising et Visibility Report. De telles entreprises sont les intermédiaires entre les annonceurs, les et les développeurs de jeux vidéo. Elles doivent travailler en interaction avec ces différents acteurs afin d’être efficaces. D’après le Yankee Group, les revenus provenant de l’in-game advertising ont augmenté de 300% en 2004 aux Etats-Unis et il est prévu qu’ils passent de 79 millions de dollars

M. & CANTRIL H., (1947), The psychology of ego-involvement, New York, J. Wiley & Sons. H. E., (1966-1967), The measurement of advertising involvement, Public Opinion Quartely, 30 (hiver), 583-596. 9WRIGHT P., (1973), Cognitive processes mediating acceptance of advertising, Journal of Marketing Research, 10, 53-62. WRIGHT P., (1974), Analysing media effects on advertising response, Public Opinion Quaterly, n°38, 192-205. 10BATRA R. & RAY M. L., (1982), Operationalizing involvement as depth and quality

product or products => 1 page 3. Short history of the company => 1 page 4. Distribution : channels of distribution, hyper, wholesalers, selective distribution, travel retail, own stores .. 5. Communication, corporate advertising, products advertising and PR clipping (editorial pages = articles positives sur la marque dans les grands magazines) => 2 pages 6. Company organization : HQ, sales ofices, production centre, Research units, per region, per country (put in a map), how

region. They started on the West Coast and moved eastward over a period of four-five years. Honda sold 2,500 machines in the U.S. in 1960. In 1961 they lined up 125 distributors and spent $150,000 on regional advertising. Their advertising was directed to the young families, their advertising theme was ‘You Meet the Nicest People on a Honda.’ This was a deliberate attempt to dissociate motorcycles from rowdy, Hell’s Angels, type people. Honda a suivi une politique de développement de la région