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Essay / Research Paper Abstract
3 pages in length. Carl H. Miller's article entitled "Beer and Television: Perfectly Tuned In" from All About Beer Magazine illustrates the importance of brand recognition when companies attempt to market their products. The extent to which product identification and name retention represent two of the most critical advertising points is both grand and far-reaching; that Labatt's ran a television commercial parodying a rival's popular identifying (ID) character – and became more successful for it - speaks to the tremendous influence ID characters have with regard to product recognition and retention. Bibliography lists 2 sources.
Page Count:
3 pages (~225 words per page)
File: LM1_TLCLaBatts.rtf
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Unformatted sample text from the term paper:
extent to which product identification and name retention represent two of the most critical advertising points is both grand and far-reaching; that Labatts ran a television commercial parodying a rivals
popular identifiable (ID) character - and became more successful for it - speaks to the tremendous influence ID characters have with regard to product recognition and retention. Millers (2002) article
further demonstrates how companies are interested in building long-term relationships with their customers, and it has become apparent within the past decade or two that a customer can be just
about any consumer. The disappearance of dividing factors has led Labatts marketing department to acknowledge the consumer as more of a single entity rather than a bunch of separate
elements. In this recognition, marketing strategies have taken a decidedly unique twist with regard to how the product relates to the potential buyer. The catchy buzzword - user-friendly
- must now apply to all segments of society, because there is no way for the company to know who might be drinking their beer. Moreover, it can be
readily argued how the consumer is becoming more of a focal point than the actual product, inasmuch as the companys decision to parody the competitions highly successful ID character serves
to draw attention toward said character than the beer, allowing Labatts to cash in on the aspects of recognition and retention on their rivals coattails. In times past, customer-focused satisfaction
was all a company could uphold in order to propel its specific marketing strategies in what was an entirely consumer-driven industry. Over the past thirty years, however, this myopic
tactic has given way to a much broader understanding of competitive factors that ultimately produce market change. This overhauled structure - known as strategic marketing - has been responsible
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