Full articles for online reading:

The consumer-perceived value of non-traditional media: effects of brand reputation, appropriateness and expense
This study gives support to the idea that non-traditional media may be an effective means of reaching
consumers. The tested non-traditional media campaigns were rated as having higher perceived value
than the traditional media campaigns.
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Brand authentication: creating and maintaining brand auras
Authenticity has become an important dimension of brand identity as marketing managers seek to
create stronger brands. The genuine or original quality of a product is a fundamental claim for some
brands. This paper begins the process of considering the creation and maintenance of brand auras
through the assertion of authenticity.
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Canadian and French men’s consumption of cosmetics: a comparison of their attitudes and motivations
The male niche cosmetic market is growing at a fast pace. According to a survey conducted by L’Oreal;
in 1990, only four percent of men claim to regularly use a facial care product, compared to 21 percent
in 2001. In 2015, this percentage is expected to increase to 50 percent. Recent figures also show that
in Western countries, skin care products for men represent more than 30 percent of the whole
cosmetic market.
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What can TV and Online learn from each other?
How about if, instead of battling each other, television and online worked together at the media owner
level and the agency level. They could use their status as results-driven media, both in the short-term
and long term, to compete together against other uses of marketing dollars, such as trade promotion
or search, which don’t build brands.
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Adolescents report television characters do not influence their self-perceptions of body image, weight, clothing choices or food habits
Television is often faulted for promoting unrealistic body images and contributing to the development
of eating disorders. The “thin ideal” propagated by media has been associated with body
dissatisfaction among adult women and adolescents. However, this study suggests that this
assumption may not always be valid.
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Kids care more about love and respect than owning cool brands
So does marketing increase the pressure on young people? Criticism is based on the idea that the
marketing of branded accessories, gadgets and fashion items is increasing the pressure on young
people to conform to the world around them, or risk alienation. Many recent reports argue that
advertising makes young people more avaricious, and more inclined to prioritize material goods over
their spiritual wellbeing. So how important is it for young people to own the latest version of a mobile
phone, item of clothing or trainers?
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Targeting new behaviour is key to marketing in a recession
“ Does one recession hit all?” After all, as people are all different, surely the impact of the recession will
be different for each of them? This paper identifies eight different consumer groups which have
adopted a different predominant behaviour or ‘strategy’ to cope financially with the downturn.
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Marketing in a hot, flat and crowded world
The author posits that the current economic downturn feels more like the onset of a new cycle in what
economists like Nikolai Kondratiev and Joseph Schumpeter saw as great waves of change that build
and destroy economies. He believes this is a good thing, because our post-Second World War
economic infrastructures are already proving to be ecologically unsustainable, leading to the
development of new ideas, products and types of information.
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