Soft sell.Consumer goods consumer goods Any tangible commodity purchased by households to satisfy their wants and needs. Consumer goods may be durable or nondurable. Durable goods (e.g., autos, furniture, and appliances) have a significant life span, often defined as three years or more, and giant Unilever, better known for shampoos and the like, has embarked on a new business in Latin America Latin America, the Spanish-speaking, Portuguese-speaking, and French-speaking countries (except Canada) of North America, South America, Central America, and the West Indies. : book publishing book publishing. The term publishing means, in the broadest sense, making something publicly known. Usually it refers to the issuing of printed materials, such as books, magazines, periodicals, and the like. . And winningly so. The first effort is the release in Argentina of an anthology of short stories by authors including Argentina's Maria Fasce and Mexico's Angeles Mastretta. La vida te despeina (Life Messes Up Your Hair) hit the bestseller list upon its October 2005 release, a position held into 2006 even against hot new titles and long-running successes like Dan Brown's The Da Vinci da Vinci Surgery A surgical robot for performing certain surgeries–eg, mitral valve repair and laparoscopic procedures–eg, cholecystectomy and gastric ulcer repair. See Laparoscopic surgery, Robotics, Surgical robot. Code. Of course, advertising is the hook for this 15-story tome. The title is derived from the tagline of Unilever's ad campaign for its Sedal brand of women's hair-care products. Far from a barrage of product placements, such as a heroine washing her hair or face with Unilever brands, Sedal, which is targeted at 18- to 45-year-old women, is mentioned only in the book's prologue pro·logue also pro·log n. 1. An introduction or preface, especially a poem recited to introduce a play. 2. An introduction or introductory chapter, as to a novel. 3. An introductory act, event, or period. . "This is a lot of branding with few brand mentions," says Federico Rubinstein, Sedal brand manager in Argentina. Such non-intrusive marketing has become the focus as advertisers look for original and entertaining methods to generate brand awareness and sales among consumers who are increasingly turned off by traditional ad pitches. "The book is a personal experience. It isn't somebody sitting in front of you and telling you what to do," says Javier Prieto, general manager of Buenos Aires Buenos Aires (bwā`nəs ī`rēz, âr`ēz, Span. bwā`nōs ī`rās), city and federal district (1991 pop. agency Tamura. Unilever, which is taking an undisclosed share of the book sales, now plans to work with Spain's Grupo Planeta, the publisher in Argentina, to expand the concept. Colombia is next, followed by Mexico, Peru and Uruguay, with original editions for each market, says Gaston Etchegaray, general director of Planeta in Argentina. |
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