Word: savvyness
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So when the Diz Biz people first thought about retail stores, the notion was anything but a sure thing. To make it work required a happy confluence of factors: a resurgence of appealing films like The Little Mermaid and Beauty and the Beast from Disney's cartoon unit, the company...
Savvy young American who have been marketed to since they could say "Atari" may not be as easy to convince. "Young people want something that's packaged in a way that they can understand and is compelling, but when they rip open the package they want something real," says Rob...
Press coverage and clever soundbites only take an organization so far, according to youth leaders from large grass-roots groups like the Urban League, Campus Greenvote and the NAACP. And groups like the United States Associations (USAA), which has 350 member campuses, 3.5 million members and registered 200,000 young...
Cigarette advertising, meanwhile, has become more savvy. Despite continued complaints about ads that seem targeted at young people -- like the infamous Joe Camel campaign -- cigarette companies claim their marketing efforts today are aimed at keeping the customers they have rather than winning new ones. "It's like preaching to the...
WITH SUCCESS IN TODAY'S POLITICS hinging on how well a message transmits, Presidents have come to depend more and more on savvy pollsters to help them connect with the public. Still, relying too heavily on polls can appear to be unprincipled acquiescence to public opinion, as George Bush found...