Difference between revisions of "What are important non-technological trends which affect advertising?"
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Non-technological trends are direction or sequence of events that has some momentum and durability (from Kotler). | Non-technological trends are direction or sequence of events that has some momentum and durability (from Kotler). | ||
Globalization: | '''Globalization:''' | ||
Globalization will bring changes in all levels from culture to communicating methods. Globalization is a very general descrpition, a 'megatrend' which influence almost every 'subtrends'. | Globalization will bring changes in all levels from culture to communicating methods. Globalization is a very general descrpition, a 'megatrend' which influence almost every 'subtrends'. | ||
One excisting model developed by last year's IIB | One excisting model of scenarios analysis of globalization developed by last year's IIB students is illustrated below: | ||
[[Image:Gv_low.jpg]] | |||
According to this model, the three different results means many different possible situations in culture trends, global ecnomic trends, social trends, etc. Forthcoming research questions will give detail analysis in these trends. | |||
Product customization: | '''Product customization:''' | ||
A certain group of customers’ needs is becoming more unique. Their favor, and the way to reach them is diversified. | A certain group of customers’ needs is becoming more unique. Their favor, and the way to reach them is diversified. If we looking into the latest marketing theory, | ||
Economic trend | '''Economic trend''' | ||
Ecnonmic trend can deeply influence people’s living style, purchase behavior, which can directly or indirectly impact advertising. | Ecnonmic trend can deeply influence people’s living style, purchase behavior, which can directly or indirectly impact advertising. | ||
'''culture trends''' | |||
Because advertising is very culture sensitive, culture trends will certainly influence advertising. Other trends like social trends, political trends can also impact on advertising. | Because advertising is very culture sensitive, culture trends will certainly influence advertising. Other trends like social trends, political trends can also impact on advertising. | ||
Revision as of 17:43, 21 March 2006
Non-technological trends are direction or sequence of events that has some momentum and durability (from Kotler).
Globalization:
Globalization will bring changes in all levels from culture to communicating methods. Globalization is a very general descrpition, a 'megatrend' which influence almost every 'subtrends'.
One excisting model of scenarios analysis of globalization developed by last year's IIB students is illustrated below:
According to this model, the three different results means many different possible situations in culture trends, global ecnomic trends, social trends, etc. Forthcoming research questions will give detail analysis in these trends.
Product customization: A certain group of customers’ needs is becoming more unique. Their favor, and the way to reach them is diversified. If we looking into the latest marketing theory,
Economic trend Ecnonmic trend can deeply influence people’s living style, purchase behavior, which can directly or indirectly impact advertising.
culture trends Because advertising is very culture sensitive, culture trends will certainly influence advertising. Other trends like social trends, political trends can also impact on advertising.