Posts Tagged ‘Battle’
December 1, 2014 | 
Author John Lewis will still win the battle of the Christmas ads, says Oxford academic
Oxford (PRWEB UK) 28 November 2014
Professor Nancy Puccinelli predicts that the £7m John Lewis ad featuring Monty the penguin will attract customers to stores and, particularly if the actual shopping experience matches the mood of the ad, encourage them to spend money. However, Boots, Sainsbury’s, Tesco, and even Waitrose (owned by John Lewis) may struggle to attract more customers via their adverts or encourage them to spend more.
“The number of story-based advertisements this year suggests that many agencies have been eyeing previous John Lewis ads and trying to emulate them, but they haven’t understood that it’s not just about tugging at viewers’ heartstrings,” said Professor Nancy Puccinelli, Associate Professor in Consumer Marketing at Saïd Business School, University of Oxford. “Our research shows that a powerful element in communicating with consumers is getting the right fit between marketing messages and what’s driving their decision-making, whether it’s minimising risk or maximising pleasure.”
In a recent research paper, Puccinelli and her co-authors explained that “Back to School” campaigns often implicitly address the fear that children might be starting school without the right kit. People who base their decision-making on minimising risk are particularly susceptible to this sort of messaging. But at Christmas it is more profitable to appeal to consumers with a “promotion mindset” – those who respond to images of indulgence, and who will be open to switching to premium brands and to spending more to get the most out of their purchasing.
“With this in mind, I think that the John Lewis ad, which doesn’t really focus on specific products but does present an idealised, rather up-market picture of a family Christmas, will do very well,” said Puccinelli. “The current Sainsbury’s 1914 and Boots Boxing day ads are interesting because, while they both feature heart-warming stories, I don’t think they tap into the idea of indulgence, which is what will get consumers spending more in their stores – obviously the main aim of these promotions. The Boots 2011 TV ad spoke more directly to their consumers to optimize pleasure. With this year’s adverts, people will enjoy watching, but won’t necessarily feel the urge to buy much more than a chocolate bar, even if it is one in retro 1914 packaging.”
Puccinelli also believes that the Tesco’s ad, which centres on lighting up a large store car park, fails to create an indulgent feel.
She suggests that even the Waitrose ads could be improved upon. “The Waitrose ad contains a sweet story, but its message seems to be rather a utilitarian one, focusing on good customer service, or preventative one– worried about getting your Christmas baking wrong? Come to Waitrose and we’ll help. More of a focus on the celebratory could help Waitrose convert our enjoyment of the advert into more sales.”
According to Puccinelli’s research, even small adjustments to marketing messages to improve the fit with consumers’ prevailing states of mind can boost sales by up to 186%. Getting it wrong, such as emphasising cheapness (step forward Iceland) or price promotions when people are in the mood to spend money and buy the best, can even have a negative effect.
For further information or to speak with Professor Nancy Puccinelli, please contact the press office:
Kate Richards, PR Coordinator, Saïd Business School
Tel: +44 (0)1865 288879, Mob: +44 (0)7711000521
Email: kate.richards(at)sbs(dot)ox.ac.uk
Jonaid Jilani, Press Officer, Saïd Business School
Tel: +44 (0)1865 614678, Mob: +44 (0)786025996
Email: jonaid.jilani(at)sbs(dot)ox.ac.uk
Notes to Editors
1. About Nancy Puccinelli
http://www.sbs.ox.ac.uk/community/people/nancy-puccinelli
2. About Saïd Business School
Saïd Business School at the University of Oxford blends the best of new and old. We are a vibrant and innovative business school, but yet deeply embedded in an 800 year old world-class university. We create programmes and ideas that have global impact. We educate people for successful business careers, and as a community seek to tackle world-scale problems. We deliver cutting-edge programmes and ground-breaking research that transform individuals, organisations, business practice, and society. We seek to be a world-class business school community, embedded in a world-class University, tackling world-scale problems.
In the Financial Times European Business School ranking (Dec 2013) Saïd is ranked 12th. It is ranked 14th worldwide in the FT’s combined ranking of Executive Education programmes (May 2014) and 23rd in the world in the FT ranking of MBA programmes (Jan 2014). The MBA is ranked 7th in Businessweek’s full time MBA ranking outside the USA (Nov 2014) and is ranked 5th among the top non-US Business Schools by Forbes magazine (Sep 2013). The Executive MBA is ranked 21st worldwide in the FT’s ranking of EMBAs (Oct 2014). The Oxford MSc in Financial Economics is ranked 7th in the world in the FT ranking of Masters in Finance programmes (Jun 2014). In the UK university league tables it is ranked first of all UK universities for undergraduate business and management in The Guardian (Jun 2014) and has ranked first in ten of the last eleven years in The Times (Sept 2014). For more information, see http://www.sbs.ox.ac.uk/
ENDS
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The Glove Club Recommends Better Infection Control Practices for the Battle Against New Bug
London, United Kingdom (PRWEB) May 31, 2013
This particular strain of coronavirus has reportedly been responsible for 18 deaths worldwide so far, but the attribute that is causing most concern for the scientific community is the fact that is seems able to pass from person-to-person. The team at The Glove Club are keen to encourage better infection control in light of this development.
The infection can be fatal and is known to bring about severe pneumonia. It has also been connected with cases of kidney failure. Although the source of the infection is not yet known, a report describes how scientists suspect its origin may lie with bats.
The virus has been detected in a number of countries so far, including Qatar, Jordan, the UAE, Saudi Arabia, France and the UK.
According to a spokesperson for the World Health Organisation (WHO) the real cause for concern lies in the fact that “different clusters seen in multiple countries increasingly support the hypothesis that when there is close contact this novel coronavirus can transmit from person-to-person.”
What does this mean for healthcare institutions, public spaces, workplaces and ordinary individuals? The team at The Glove Club, one of the UK’s leading providers of infection control supplies, is to take hygiene standards even more seriously.
Where stringent hygiene policies are already in place – for instance, in care homes and hospitals – it is a question of managing stocks of infection control products and cleaning products efficiently, as well as making sure staff training in standards is up to date.
In other environments, like offices, homes and public spaces, a more proactive approach to infection control is advised to limit the ways in which dangerous infections can be spread in busy environments.
About Glove Club Ltd
The Glove Club has been a manufacturer, wholesaler and distributor of medical grade disposable products since 1994. Its experience and expertise of supplying products to a wide range of customers makes it a cut above the rest. In its 18 extensive years of business they have been a leader in latex, nitrile and vinyl gloves, all made to a medical grade (AQL 1.5) and many everyday disposables like masks, paper towels and aprons. They supply to dental practices, nursing homes, funeral directors, veterinaries, hospitals, GP’s and even the general public.
Users of disposable consumables can contact The Glove Club on 0500 456 832 or by accessing the new website at http://www.gloveclub.co.uk.
Manoj Parmar, Marketing Manager
Glove Club Ltd
+44 208 991 4303
http://www.gloveclub.co.uk
Attachments
©Copyright 1997-
, Vocus PRW Holdings, LLC.
Vocus, PRWeb, and Publicity Wire are trademarks or registered trademarks of Vocus, Inc. or Vocus PRW Holdings, LLC.
Posted in Marketing & Sales | 
Tags: Against, Battle, better, Club, control, Glove, Infection, Practices, Recommends | 
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