Printer Friendly

DILENSCHNEIDER GROUP: PRIMARIES POINT TO MARKETING REVOLUTION: VOTERS RESENT MANIPULATION

 DILENSCHNEIDER GROUP: PRIMARIES POINT TO MARKETING REVOLUTION:
 VOTERS RESENT MANIPULATION
 CHICAGO, March 13 /PRNewswire/ -- In a speech at the Graduate School of Business at the University of Chicago, communications expert Robert L. Dilenschneider said today that recent presidential primary results have great implications for marketing and business generally.
 Dilenschneider, 48, is chief executive officer of the New York-based communications consulting firm the Dilenschneider Group. "There is a definite cycle to the innovation and application of new marketing concepts in the U.S. The cycle generally lasts about four years and usually has its start with the spring presidential primaries," he said. "Since the coupling of high-speed computing with sophisticated media appeals, U.S. presidential elections have really been the battleground which have launched and tested marketing thinking."
 Commenting on a recent Business Week article titled "Research didn't deliver enough for the candidates who relied on it," Dilenschneider said that research alone is not enough to drive marketing programs in either politics or in business. "In my view," Dilenschneider remarked, "consumers and voters are wise to the idea of shaping a candidate ... or a message ... or a candy bar simply to match a particular niche or taste cluster. And, they resent the manipulations."
 Dilenschneider predicted that the public would respond increasingly to a series of "new appeals" -- especially concrete, pragmatic initiatives which go beyond being carefully designed to reach a carefully targeted mold.
 The changes taking place in marketing today are resulting in a re- evaluation of how to manage marketing creativity. "The growing consensus is that you do not put the creative process in the hands of an advertising agency," said Dilenschneider. He predicted that more and more firms would employ high-level creative consultants to strategize marketing programs.
 The Dilenschneider Group, with offices in New York and Chicago, is a communications consultancy serving top management in a select group of companies worldwide.
 -0- 3/13/92
 /CONTACT: Phillip Fried of the Dilenschneider Group, 212-922-0900/ CO: Dilenschneider Group ST: New York IN: FIN SU: ECO


CK-TS -- NY028 -- 7758 03/13/92 11:22 EST
COPYRIGHT 1992 PR Newswire Association LLC
No portion of this article can be reproduced without the express written permission from the copyright holder.
Copyright 1992 Gale, Cengage Learning. All rights reserved.

Article Details
Printer friendly Cite/link Email Feedback
Publication:PR Newswire
Date:Mar 13, 1992
Words:343
Previous Article:NATIONSBANK SENIOR SHELF DEBT RATED 'A+' BY FITCH -- FITCH FINANCIAL WIRE --
Next Article:DIVERSIFIED PHARMACEUTICAL SERVICES NAMES BLISSENBACH PRESIDENT
Topics:


Related Articles
WORLDCOM ADDS DILENSCHNEIDER FIRM
INTERNATIONAL PUBLIC RELATIONS EXECUTIVE CHALLENGES MEDIA TO PROTECT FIRST AMENDMENT
GOSSIP AND RUMORS ON THE CORPORATE GRAPEVINE: NEW POWER GAME FOR TODAY'S COMMUNICATOR
South African Counselor Joins Dilenschneider Group in Special Program
Estoril, Inc. Announces Retention of Two Public Relations Firms for Espirito Santo Plaza.
The Dilenschneider Group Expands Investor Relations Capabilities.
Communications: Key Weapon in Battling Terrorism; Dilenschneider, noted U.S. leader, urges confrontation on battlefield of ideas to defeat '21st...
Hillary, Obama fire new economic jabs at China.

Terms of use | Copyright © 2017 Farlex, Inc. | Feedback | For webmasters