The UK Fast Moving Consumer Good (FMCG) Business: New Methods of Technology and their Appropriateness for the FMCGs - Softcover

Menke, Julia

Softcover

ISBN 10: 3639409191 ISBN 13: 9783639409192

Publisher: AV Akademikerverlag, 2012

Synopsis

Revision with unchanged content. With regard to the topic “New Methods of Technology and their Appropriat­eness for the UK Fast Moving Consumer Good (FMCG) Business”, this work deals with the description of the current com­mu­ni­ca­tion strategy of FMCG manufacturers compared with new methods of communication. Since ad­ver­tisements of FMCGs appeal to a wide audience and are dependent on being transmitted frequently, FMCG manu­facturers predominantly rely upon traditional mass media. Nowadays FMCGs are characterised as low-in­volve­ment products and are ex­posed to higher com­pe­ti­tion. In order to stay com­petitive it is vital for FMCG manufacturers to arouse brand awareness thus ensuring the brand’s perception by the con­sumer. Since they are not in a position to recognise the consumers needs due to lack of appropriate measure­ment, FMCG manufacturers need to become attentive to the new methods, which fulfil the today’s requirements of target­ing consumers effectively. In contrast to traditional media the new methods of technology offer good opportunities to satisfy the needs of the modern consumer by delivering cus­tom­ised advertisements. Due to the interactivity of ad­vert­ise­ments, the new formats enable better brand awareness by adding value to the brand in form of entertainment and information.

About this title

About the Author:

Master of Science Degree, postgraduate education in Business Management and Marketing at the University of Bedfordshire. Professional career in market research and marketing,especially responsible for the research tool for eBay: terapeak.

About this edition

• Publisher: AV Akademikerverlag
• Publication date: 2012
• ISBN 10: 3639409191
• ISBN 13: 9783639409192
• Binding: Paperback
• Number of pages: 76