Advertising is oblivious to mature women
Neutralising age
The tendency to neutralise age provides a key reason for their "lack of knowledge" regards over 50s females. I.e., studies targeted at both men and women almost always focus on t...
13 min to read
Principles of Qualitative Ad Testing
1. People want advertising and accept ad testing!
In our culture people’s relationship to advertising has changed : Advertising is no longer generally considered to be ‘indecent&rsqu...
2 min to read
V.E.N.U.S.: Women are different – on women’s self-understand misunderstanding today
Women are different … complicated and hard to understand – and not in the eyes of men. That prejudice could not be refuted by this study. But precisely the complicated, multilayered, a...
1 min to read
Psychological Impacts of Health Claims – Talk at the ILSI Symposium
The international symposium of the ILSI, the International Life Sciences Institute , held over three days from May 9 to 11, 2007, was devoted to the topic of functional food. Academics and sci...
9 min to read
Is this the end of target groups?
The good old target groups have finally run their course – they have nothing useful left to offer. The fact is that today’s consumers are fickle creatures with multiple personalities whos...
4 min to read
Stylish, cultivated meat display
They should be draped appetizingly, if possible with an attractively photographed garnishing suggestion, but in any case the should be very visible: consumers have high demands when it comes to...
2 min to read
Sponsoring provides a profile
Many companies engage in sponsoring activities. rheingold studies show that whether and how a positive sponsoring relationship arises depends primarily on the effects of the content. ...
2 min to read
Creating effective advertising
In the current media landscape it is becoming increasingly priceless to reach a wide public. The CPMs are swallowing advertising millions like black holes. Only few people can still afford penetratio...
27 min to read
The psychology of advertising impact
1. Advertising is the world’s oldest trade Today advertising is normally equated with placards, print ads, commercials, events, or sponsoring measures. This perspective of advertising loses ...
2 min to read
If you don’t ask, you remain ignorant!
Six- to 13-year-old children in Germany receive more than 2.5 billion euros in pocket money each year and help make many purchasing decisions in their families. It is an interesting target group &nda...
3 min to read
Pretests of advertisements, placards, advertising spots, and packaging using the Message Tuning Concept (MTC)
The primary characteristics of effective advertising Many kinds of pretests evaluate advertising efficacy based solely on impact, assertiveness, and rational persuasiveness. That is not enough. Ca...
2 min to read
Trade fairs viewed psychologically: coming together and interacting
The question as to the psychology of trade fairs is somewhat misleading. One could also just as well ask: what else besides psychology plays a role when it comes to trade fairs? Without psychology, o...
1 min to read
Male worlds
Today there is no longer a general, self-evident image of how men should appear. While in earlier generations a clear male image defined the roles and duties men were supposed to fulfill, what men ha...
2 min to read
Sponsoring works differently
r h eingold carries out qualitative research and analysis of phenomena relating to markets, consumption, media, advertising, and culture. On the one hand, it does research for commercial enterprise...
2 min to read
Viewing states of mind determine ratings.
What people watch on TV at night doesnt depend on the target group they belong to, but on their psychological state. Television has nothing to do with information or pure entertainment. r h eingold...
1 min to read
beauty life
How do women deal with beauty and cosmetics today? Which needs, desires, and longings are concealed behind the usage of cosmetics? What do women want to achieve with "beauty" and how does it alter th...
11 min to read
Psychological representation
A main task of market research is to obtain basic knowledge that can be employed in making strategic marketing decisions. And marketing wants to be able to rely on this basic knowledge. Psychological...
2 min to read
Playing the Stock Market: the Thrill of fate
The roller-coaster ride of the stock market is becoming increasingly appealing to Germans, exercising a fascination similar to bungee jumping and white-water rafting. For buying shares is more than j...
8 min to read
The Message Tuning Concept (MTC)
Nowadays, a pre-test does not only involve evaluating the effectiveness of advertising in terms of its impact, assertiveness, or rational persuasiveness. Advertising must capture viewers’ atten...
3 min to read
Reduce 2 the max, increase satisfaction
At first glance, „Reduce to the max“ is a successful price strategy implemented by discount stores: maximum profit with a minimum range of products and minimum prices. German retail disc...
4 min to read
Integration without ignoring important cultural differences
r h eingold s cross-cultural approach means that project research managers perform the task of integration and cultural comparison from the beginning to the end of the research process. Internation...
4 min to read
Chinese Culture meets western marketing
In order to understand Chinese consumers and their perception of markets, brands, products and services, it is essential to understand the cultural attitude towards these things. No matter if it&rsqu...
