Marketers and Consumers

Paper Summary:

This paper shows how Peter DeLegge, in his article "The Marketing Relevance Imperative," identifies the challenges marketers must overcome in order to reach consumers who do not want to see advertisements. The paper describes how DeLegge recommends alternative approaches to those of many advertisers. The paper is of the opinion that this is an excellent article. A copy of the DeLegge's article is appended to the paper.

From the Paper:

"DeLegge's article is excellent, for it relates directly to course concepts such as marketing strategy, marketing environment, marketing research, consumer behavior, consumer and business behavior, market segmentation, targeting, and positioning. Every one of these concepts is discussed as DeLegge analyzes the difficulties marketers are experiencing trying to formulate advertising campaigns they hope can somehow address the strategic problem of consumer hostility to ads."
"Analyzing the marketing concepts demonstrated in the article indicates that one of the weaknesses of current marketing strategies is that many advertisers are relying on syndicated research services to quantify and qualify the audiences of the programs on which they advertise. This is not effective in today's marketing environment, for DeLegge notes that traditional methods of media planning and buying do not address the effectiveness of a commercial in terms of reaching this targeted audience."

Sample of Sources Used:

• DeLegge, Peter. "The Marketing Relevance Imperative." Marketing Today. Online. Available: http://www.marketingtoday.com/marketing/0905/relevant_marketing. htm. 22 October 2006.

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