A recent study conducted by Brand Keys Customer Loyalty Engagement has shown that during tough times consumer are not only price conscious, they are also brand conscious. Consumer expectation have increased 20% since 2008. Consumers want to know that they are getting the right value for what they are buying. For example, people are willing to buy Nike $150 shoes because consumers associated Nike with being a quality brand. Interestingly enough, Dunkin Donuts coffee ranked first with consumers ahead of McDonalds and even Starbucks.
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The use of direct mail advertising declined 3% in 2008 which is the highest drop in 60 years. The marketing consultancy forecasts direct mail declining 8 or 9% this year. Many companies that used direct mail are finding other methods in digital advertising to save money. Many chief marketers are now using direct mail to target specific audiences instead of saturating the market. Part of this decline is also due to high postage costs.
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Martha Stewart's Living magazine has broadened to include travel, beauty, and fashion content. Advertising revenue has declined and this new change was brought about to attract more advertisers. This new "department" will be called apothecary and fashion. They have also changed their cover to a san serif font moving away from its script font from previous years. They also decided to include this new department because when Martha Stewart blogs on her trips, they receive several hits.
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