{"id":11443,"date":"2023-03-05T01:05:00","date_gmt":"2023-03-05T07:05:00","guid":{"rendered":"https:\/\/www.zmetro.com\/?p=11443"},"modified":"2023-03-10T22:19:35","modified_gmt":"2023-03-11T04:19:35","slug":"3-5","status":"publish","type":"post","link":"https:\/\/www.zmetro.com\/?p=11443","title":{"rendered":"3.5"},"content":{"rendered":"\n

David Ogilvy<\/a>, in Ogilvy on Advertising<\/em>, discusses brand imaging<\/em> with the following:<\/p>\n\n\n\n

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You now have to decide what \u2018image\u2019 you want for your brand. Image means personality<\/em>. Products, like people, have personalities, and they can make or break them in the marketplace. The personality of a product is an amalgam of many things \u2014 its name, its packaging, its price, the style of its advertising, and, above all, the nature of the product itself. Every advertisement should be thought of as a contribution to the brand image. It follows that your advertising should consistently project the same<\/em> image, year after year.<\/p>\n<\/blockquote>\n\n\n\n

Extending this framing of brand image, one might define brand marketing<\/em> as any activity that inculcates within the consumer a particular brand\u2019s personality. The purpose of brand advertising, with that in mind, is to differentiate one brand from others such that consumers prefer it when confronted with the choice. In Brand equity on mobile<\/a><\/em><\/strong>, I discuss the concept of brand equity, which is the quantified value of a brand, measured across two vectors of consumer impact: 1) the ability for a brand to charge a price premium given consumer familiarity and receptiveness, and 2) the degree of amplification that a brand bestows upon a firm\u2019s advertising activities (a sort of advertising effectiveness premium). Direct Response marketing is a wholly different undertaking than Brand marketing and fulfills a different objective. Direct Response marketing is almost exclusively accomplished through digital advertising for digital products, and its purpose is to foment an impulse on the consumer\u2019s part to immediately purchase or otherwise engage with the product. Ideally, this opportunity is guided through audience and intent targeting such that the advertisement collides with need or desire at an appropriate time<\/a> and results in an outcome for the advertiser (known in advertising parlance as a conversion<\/em>).<\/a><\/p>\n\n\n\n

It’s unclear how that dispute will resolve<\/a>, and such patent fights can take years to unfold. It’s also unclear how aggressive the federal agency will ultimately be over its co-inventor status. As Nature pointed out earlier, the agency has tended to let industry partners handle intellectual property rights as it sees its role largely in the foundational research. But with drug prices continuing to skyrocket in the US, political will is shifting for the government to be more involved in the outcomes of its early-stage efforts.<\/p>\n\n\n\n

Although VR and AR devices are nowhere to be seen in Apple\u2019s current product line, the company is deemed a key player in the industry. \u201cEveryone, especially VR companies in China, is waiting for Apple\u2019s debut to point them in the right direction<\/a>,\u201d said Max Ive, an ex-Xiaomi employee who used to work on interactive design for Xiaomi\u2019s AR equipment.<\/p>\n\n\n\n

Production at North Sea oil fields between the U.K. and Norway has long tapered, buoying the Brent benchmark seen by investors as a global price gauge. At the same time, U.S. drillers produced a near-record 11.9 million barrels a day in 2022, according to the Energy Information Administration, which projects record highs this year and next. That is depressing the price for West Texas Intermediate crude, the U.S. standard, expanding the difference between Brent and WTI<\/a>, said Gus Vasquez, head of crude pricing, Americas, at price-reporting firm Argus Media. In recent weeks, winter storms also slammed U.S. refineries, leaving many unable to process as much crude as usual. The disruption led to a relentless build in domestic stockpiles that are now 9% larger than the five-year average observed by federal record-keepers.<\/p>\n\n\n\n

When settling<\/a> healthcare bills, the Old Order Amish of Lancaster County, Pennsylvania rely on an ethos of mutual aid, independent of the government. Consonant with this philosophy, many Amish do not participate in or receive benefits from Social Security or Medicare. They are also exempted from the Affordable Care Act of 2010. This study expands the limited documentation of Amish Hospital Aid, an Amish health insurance program that covers major medical costs. Interview data from 11 Amish adults in Lancaster County depict how this aid program supplements traditional congregational alms coverage of medical expenses. T<\/p>\n\n\n

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Elon Musk stepped in it six ways from Sunday in 2022, but Tesla was no worse for wear in @SPGMobility<\/a>‘s annual analysis of US customer retention, @OliviaRudgard<\/a> and @iboudway<\/a> write https:\/\/t.co\/Lca84fP3R9<\/a> pic.twitter.com\/FR0kL6lM5j<\/a><\/p>\n

\u2014 Craig Trudell (@crtrud) February 27, 2023<\/a><\/p>\n<\/blockquote>\n