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Mediactive by Dan Gillmor

By Dan Gillmor

We're in an age of knowledge overload, and an excessive amount of of what we watch, listen and skim is improper, deceitful or perhaps harmful. but you and that i can take keep watch over and make media serve us -- we all -- through being energetic shoppers and members. Here's how.

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We're in an age of knowledge overload, and an excessive amount of of what we watch, listen and skim is wrong, deceitful or perhaps risky. but you and that i can take keep watch over and make media serve us -- we all -- via being lively shoppers and individuals. Here's how.

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It can alter the cost to the customer, for instance when a lager brand is sold as ‘33 per cent extra free’ or when a product is sold with a 10p-off flash. It can announce a change in convenience, for example when Guinness is sold at summer fêtes, well away from its normal licensed trade outlets – all in the interests of influencing behaviour now. If you book a flight on easyJet on the internet you receive a sales promotion, an instant discount that may have been the subject of newspaper publicity, an advertisement or a direct mailshot driving the customer to the web.

Practical examples illustrate this. Surveys show that far more people think that regular exercise is a good thing (attitude) than actually practise it (behaviour). Surveys also show that people drink more alcohol (behaviour) than they are prepared to admit to (attitude). For years, the government urged people to use seat belts (attitude), with only limited effect. They then passed a law making it illegal not to wear seat belts (behaviour). People grumbled at first, but buckled up. Over time, people’s attitude changed to accord with the behaviour they had become accustomed to.

The product has been running out the moment it appears on the shelves. Real viral marketing! 9 billion). Mintel reports that value for money and competitive pricing have the greatest appeal to customers across all retail categories, with convenience, attention to service and the shopping experience following. As to promotions, buy-one-get-one-free (BOGOF) and extra fill beat all the rest. When offered cash or a holiday, 90 per cent take the holiday! Customers are complaining more post-purchase and responding more proactively to perceived bad treatment, particularly about banks and financial services, where the response is inconsistent with the marketing messages 12 Sales promotion (perhaps this is a return by these businesses to operating in silos; a real killer to business success).

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