Pester is not as effective as the more sophisticated importance nagging. This latter method appeals to parents desire to provide the best for their children, and plays on any guilt they may have about not having enough time for their kids.
The Marriage of Psychology and Marketing
[E] To effectively market to children, advertisers need to know what makes kids tick. With the help of well-paid researchers and psychologists, advertisers now have access to in-depth knowledge about childrens
developmental, emotional and social needs at different ages. Using research that analyzes childrens behaviour, fantasy lives, art work, even their dreams, companies are able to craft sophisticated marketing strategies to reach young people.
The issue of using child psychologists to help marketers target kids gained widespread public attention in 1999, when a group of U.S. mental health professionals issued a public letter to the American Psychological Association urging them to declare the practice unethical. The APA is currently studying the issue.
Building Brand Name Loyalty
[G] Canadian author Naomi Klein tracks the birth of brand marketing in her 2000 book No Logo. According to Klein, the mid-1980s saw the birth of a new kind of corporationNike, Calvin Klein, Tommy Hilfiger, to name a fewwhich changed their primary corporate focus from producing products to creating an image for their brand name. By moving their manufacturing operations to countries with cheap labour, they freed up money to create their powerful marketing messages. It has been a tremendously profitable formula, and has led to the creation of some of the most wealthy and powerful multi-national corporations the world has seen.
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