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Buyer personas: an introduction to psychographic segmentation

What really decides consumers to buy or not to buy is the content of your advertising, not its form. - David Ogilvy - Last week’s article gave us an insight into a McDonald’s marketing campaign implemented in 2012 that targeted minority groups and its unfortunate outcome: not only the language was not…

Category : Articles   27-01-2020   by Maria Antonietta Marino

Reasons why market research matters in cross cultural advertising

  I don't know the rules of grammar. If you're trying to persuade people to do something, or buy something, it seems to me you should use their language. -David Ogilvy - David Mackenzie Ogilvy, the British entrepreneur often regarded as “the Father of Advertising”, the man who former chairman and chief executive…

Category : Articles   20-01-2020   by Maria Antonietta Marino

Food, values and entrepreneurship in diaspora communities

How a people eats is one of the most powerful ways they have to express, and preserve, their cultural identity...To make food choices more scientific is to empty them of their ethnic content and history (Michael Pollan - In Defense of Food: An Eater's Manifesto)   What sort of information can we gather…

Category : Articles   06-11-2019   by Maria Antonietta Marino

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