Lifestyle Brand Research Articles

Lifestyle marketing: reaching the new American consumer

Illustrations Preface Acknowledgments The Basis for Competitive Lifestyle Market Segmentation Strategies Lifestyles and decision Making Purchasing Behavior Changing Values and Lifestyles Subcultural Segmentation and Targeting Changing Lifestyles of the Singles Market Targeting the Changing Lifestyles of Children, Tweens, Teens, and College Markets Targeting the Changing Lifestyles of the Senior Market Culture and Targeting the Changing Lifestyles of the Black and Hispanic Markets Social Class and Targeting the Changing Lifestyles of the Asian, Jewish, and Italian Markets Epilogue Bibliography Index

Cosmic profit: Countercultural commerce and the problem of trust in American marketing

This article offers an historical thesis on the demise of impersonal mass marketing and its replacement by personal niche or lifestyle marketing. Two parallel discussions are examined on the moral possibilities of marketing: one within the mainstream marketing establishment and the other among a countercultural network of small businesses. On a macro‐theoretical level, theories of moral identity (derived from Anthony Giddens) are used to describe the anxieties provoked by a popular failure of trust in mass marketing generally, and the significance of lifestyles in refurbishing this trust. On a cultural–historical level, the dialogue between mainstream and countercultural businesses reveals how these anxieties were addressed through lifestyles meant to affirm trust and intimacy between marketers and consumers. An analysis of the intellectual synergy between countercultures and mainstream marketers suggests an alternative to the standard understanding of cooptation.

Ethical and responsible tourism: Consumer trends in the UK

Responsible tourism is emerging as a significant market trend in the UK as wider consumer market trends towards lifestyle marketing and ethical consumption spread to tourism. This paper reviews recent survey evidence about consumer attitudes towards the responsible and ethical aspects of the tourism they consume, and places this in the context of campaigns by Voluntary Service Overseas and Tearfund. Between 1999 and 2001 the percentage of UK holidaymakers aspiring to be willing to pay more for an ethical holiday increased by 7 per cent from 45 per cent to 52 per cent. The evidence for increasing consumer demand for responsible tourism is reported and the paper concludes with a discussion of the implications.

Lawyer's Ranking From A Constitutional Perspective: The Federal Constitutional Court's JUVE-Handbook Decision

In November, 2000, the Bundesverfassungsgericht (Federal Constitutional Court) surprised the public by holding that the publisher's freedom of expression and press secured by Article 5 of the Grundgesetz (Basic Law) could be violated if the publication of advertisements was prohibited, provided the advertisement is included in the scope of protection itself. At that time shocking advertisements were being heavily discussed in the public. This public debate had been sparked, in part, by the Bundesgerichtshof (Federal Court of Justice) decision prohibiting Stern Magazine's publication of advertisements containing repulsive pictures on behalf of the fashion and lifestyle brand Benetton. The magazine complained to the Federal Court of Justice against this judgment, an appeal that generated the dictum quoted above. In November, 2002, the Federal Constitutional Court had another opportunity to characterize the importance of the freedom of expression and the press in competition law, particularly in the context of the publishing industry.

Target Group: Poor Neighbourhood. The Ethical Implications of Lifestyle Marketing in Low Income Residential Neighbourhoods

Target Group: Poor Neighbourhood. The Ethical Implications of Lifestyle Marketing in Low Income Residential Neighbourhoods

Anti-Politics or the Triumph of Postmodern Populism in Promotional Cultures?

Promotional cultures, to use Wernick.s expression, have transformed communication, as the ideology of the market seeps into every facet of social life. Promotional texts, whether verbal, written or visual, now have great impact upon cultural formation and are contributing to a reflexive transformation of both individual and collective political identities. Much commentary on political change (and especially electoral change) is exercised by a powerfully normative concern with the alleged death of modernist forms of politics and political discourse. This paper goes beyond metaphorical hand-wringing to examine changes in the cultural currents which are transforming the politics of many post-historical societies, and which are conveniently summarised in the changing character of electoral politics and campaign discourses. Although frequently discussed as a kind of anti-politics, these currents, and their phenomenal appearance in the guise of media parties and forms of lifestyle marketing are producing a highly selfreferential style of electoral discourse, and are better understood as imitations of postmodern populism, where that involves: (1) a growing reliance on the techniques and outputs of culture industries to provide sites where meaning is constituted, (2) a de-centring of ideas and outputs about authentic forms of publicness, and (3) the side-lining of palpable modern forms of politics, like mass political parties.

Lifestyle and event marketing: building the new customer partnership

Hands Across America, sponsoring little league uniforms, Virginia Slims Tennis Tournament, Ben & Jerry's campaign to save the rain forest. This is lifestyle and event marketing. As the cost of reaching customers skyrockets, marketers must look for more efficient ways to reach their market. This growing marketing phenomenon creates personal, innovative, memorable campaigns that significantly affect consumer buying patterns for the long run. Written by Alfred Schreiber, who was the driving force behind such pioneering lifestyle events as Hands Across America and the Olympic Torch Relay, this book shows marketers everywhere how to put the principles of lifestyle marketing to work making money for their organizations. Lifestyle & Event Marketing shows how to cut through the clutter of advertising in a cost-effective way with techniques that work equally well at companies of all sizes, from the GMs and IBMs to small businesses eager to take a leading role in the regions where they operate. It explains the best ways to connect with customers' attitudes, beliefs, and aspirations through effective, sensitive campaigns to fight world hunger, save the rain forests, sponsor arts and music festivals, clean up local landfills, fund literacy programmes and computers for schools, and more. Throughout, readers will discover how to get any marketing message across to different demographic groups; forge vital and lasting relationships with the customers they most want to reach; command brand loyalty and get the maximum return for marketing dollars spent; and establish ongoing programmes that build stronger customer loyalty but which can actually cost less with each passing year.