> From: Salim Virani
> Date: Tue Apr 15, 2003 3:54:33 PM US/Pacific
> To: Ian Bell
> Subject:
>
> You might find this interesting…
>
> http://www.jwt.com/
>
> 18 Mar 2003
>
> Proprietary Study Reveals Americans’ Purchasing Behaviors Based on
> Level of Anxiety , Not Attitudes Toward War
>
>
>
>
>
> Anxiety Affects Consumers’ Feelings About Ad Messages
>
>
> NEW YORK, March 18, 2003 — Are Americans as anxious as the media
> portrays them to be? According to a new study commissioned by J.
> Walter Thompson, and unveiled today by JWT North American President
> Bob Jeffrey, the answer is a resounding “YES.”
>
>
>
>
> So much so, that American companies may need to employ radical new
> strategies – both in marketing current products and in inventing new
> ones – to win the hearts, minds, and wallets of a fearful consumer.
>
>
>
>
> The proprietary study, called AnxietyIndex from JWT, probes consumers
> on various topics that may influence purchasing behaviors “during
> times of national crisis.” The Study will continue every eight weeks
> for the next six months to help corporate marketers assess the impact
> of heightened states of anxiety on marketing messages. (For complete
> data, please visit the “Data” tab at http://anxietyindex.jwt.com;
> Username: survey; Password: findings.)
>
>
>
>
> Mr Jeffrey said, “The AnxietyIndex Study offers irrefutable evidence
> that marketers today face an increasingly fearful audience whose
> purchasing behaviors are influenced, not by consumer attitudes toward
> war or political affiliations, but by their levels of anxiety during a
> time of crisis.”
>
>
>
>
> Data Yield Metrics to Gauge Consumer Sentiments Toward Ad Messages
>
>
> The current AnxietyIndex is 233. In terms similar to those of the
> Department of Homeland Security, an index of 233 represent a Code Red
> state of alert in terms of consumer behavior. Portraying consumers in
> a state of anxiety unprecedented in recent memory, the AnxietyIndex, a
> benchmark of consumer sentiment, is calculated by asking, on a scale
> of one to ten, about levels of anxiety. If an equal number of anxious
> and not-anxious consumers exist, the index reading is 100. If the
> index measures below 100, consumers are in a state of low anxiety. If
> the index is above 100, consumers are in a state of high anxiety.
>
>
>
>
> Anxiety Mounts, Consumers Expect Long-term Impact on Purchasing
>
>
> Most consumers (52%) are not anticipating a “Desert Storm” style war
> that is over quickly (e.g., 1 month or less). 42% believe it will be
> more than 3 months before their lives return to normal, a significant
> source of anxiety and strong indication that their purchasing behavior
> will change.
>
>
>
>
> Categories most likely to be negatively affected by America’s
> heightened sense of anxiety are the ones with larger ticket items such
> as, New Cars (-28%), Jewelry (-27%) and Appliances (-23%), as well as
> Travel (international, -43%).
>
>
>
>
> Familiar, American brands with established history have a distinct
> advantage over newer or imported ones. The majority of consumers (63%)
> feel they would prefer to hear advertising messages about American
> products versus 15% who are open to hearing about or purchasing
> imported products and brands.
>
>
>
>
> Aid Recovery: Consumers Want Facts Over Messages of Heritage
>
>
> During a national crisis, the majority of consumers surveyed look to
> advertising for reassurance. Few (11%) feel that advertising is
> inappropriate. Over half (51%) cite advertising as indication that
> life is returning to “normal.” The “anxious” consumer values humor and
> escapism in advertising, as long as it is done “with sensitivity to
> others’ feelings.”
>
>
>
>
> Although consumers prefer to purchase brands with a known history,
> they prefer that the brands’ advertising messages focus on day-to-day
> needs – security, hope, family, patriotism, news, facts – rather than
> on history, heritage, user imagery or innovation.
> Additionally, consumers note an increased value of content. The
> “anxious” consumer is looking for truth from advertisers, not opinion
> or hyperbole. Consumers will welcome advertising that includes facts
> and information about products. The study reveals that for advertising
> messages to cut through the “anxiety filter,” they must put the
> wants/needs/desires of consumers first.
>
> Connection without leaving home will be increasingly important:
> socialization at bars/restaurants (-13%), movies/theatres (-12%).
> Therefore, advertising messages related to “staying at home with
> family” (46%) were considered especially appropriate versus ones
> related to “going out/socializing” (19%).
>
>
>
>
> Of all media, the profile of print readers will see the most drastic
> shift (need stat about younger demo). Young people will increase their
> news media consumption more than any other group, creating new
> opportunities for advertisers to reach this audience.
>
>
>
>
> AnxietyIndex from JWT: The Methodology
>
>
> initial wave of AnxietyIndex data was compiled the weekend of
> February 15th, 2003 with an on-line survey (Insight Express) of 500
> consumers, age 18 and over, across the United States. The statistical
> reliability is +/- 3.7%. The AnxietyIndex survey will be conducted
> every eight weeks for the next six months. For more detailed data,
> particularly as it relates to varying categories, please visit
> http://anxietyindex.jwt.com
>
>
>
>
> About JWT,
>
>
> J. Walter Thompson, an agency of WPP, (NASDAQ: WPPGY), ranks as the
> fourth largest advertising agency in the world and the second largest
> in the United States.
>
> # # #
>
>
>
>
> ANTICIPATED CHANGES IN PURCHASING/BEHAVIOR
> Information (Newspapers/Magazines/TV) 36%
> Communication (Telephone/E-Mail) 25%
> Revisiting Investments 10%
> Purchasing Staples (Groceries/HBA/Drugs) 9%
> Purchasing Gasoline -7%
> Purchasing Fast Food -10%
> Purchasing Alcohol Beverages -11%
> Purchasing Cosmetic/Beauty Items -14%
> Going Out (Movies/Theater/Bar/Restaurant)-16%
> Purchasing/Shopping for Electronics/Appliances -23%
> Purchasing/Shopping for Jewelry -27%
> Purchasing/Shopping for a New Car -28%
> Traveling Outside the US -43%
>
>
> DURING A NATIONAL CRISIS…
> I appreciate a little humor in commercials 67%
> Commercials need to be sensitive to what people are feeling 62%
> Ads showing American patriotism make me feel better about sponsor
> 52%
> Commercials need to acknowledge the current crisis 31%
> I get angry with the sponsors of commercials 18%
> Commercials make me feel like everything will be OK 17%
> All advertising is inappropriate 11%
>
>
> News release index

Garden Writer Job ID: GW – DB Location: New York, ALB Date Posted: 07/12/2002

Martha Stewart Living Omnimedia currently seeks a Garden Writer who will report to the Senior Editor. This position presents a unique opportunity to work in a diverse and talented environment that rewards knowledge and career growth. We offer a generous benefits package along with a competitive compensation plan. Description: Responsible for copy development across all forms of media related to Martha Stewart Everyday Garden within the Creative Services Merchandise Division. Principal Duties and Responsibilities: Encompasses but not limited to: Packaging – Develop product names, color names and packaging copy for MSE Garden, which are strategically on target vis a vis participation in creative briefings with Creative Services. – Partner with Project Managers to obtain all product information through all templates received from vendors. – Partner with Art Dept. in copy development process to ensure copy is effectively integrated in design of packaging. – Determine research needs and evaluate relevant information gathered. Ensure accuracy of all research and ensure clear, concise communication of information. – Partner with Associate Project Manager to conduct seasonal review of copy and provide recommendations for revisions on an as-needed basis. – Attend weekly status meetings with Creative Services to report on all progress of packaging copy development and to review all timelines and new projects on an ongoing basis. – Continually monitor timelines to achieve timely completion of all jobs. Advertising – Develop copy for consumer and trade advertising campaigns, including roto, consumer print, radio and outdoor vis a vis creative briefings. Concepts to be developed with Merchandise Art Director. – Review television copy in coordination with advertising agency for consistency and relevancy. – Edit and/or review all materials to ensure brand message is effectively represented both strategically and consistently. – Continually monitor timelines to achieve timely completion of all jobs. In-Store Signage – Develop copy for all in-store signage including overheads, posters, end caps, stanchions and fixtures, which is integrated into seasonal campaigns. – Continually monitor timelines to achieve timely completion of all jobs. Collateral/Direct Mail – Responsible for development of copy for seasonal direct mail pieces, inserts, brochures and packaging instructions that maintain consistent brand voice through input received via creative briefings. – Develop concepts with Art Director. – Continually monitor timelines to achieve timely completion of all jobs. – Any other duties as assigned. Overall Requirements: Candidates should have some Garden and 5 years of editorial experience. Technical Requirements: Qualified candidates must be skilled in MAC. Some quark experience helpful. Please send your resume and salary requirements, along with a cover letter via email to careers [at] marthastewart [dot] com or by mail to 11 W.42nd St., 23rd Fl./New York, NY 10036. Martha Stewart Living Omnimedia is an Equal Opportunity Employer. MSO does not accept unsolicited resumes from agencies unless a signed “MSO Rider” agreement is on file. Currently, we are not using agencies. Please, no phone calls. **Due to the great number of resumes we receive daily, we regretfully are unable to respond individually to each person interested in our company, or answer inquiries regarding the status of a particular resume. If there is interest in interviewing you for an available position within our company, a representative from the Recruiting Department will contact you in the near future.** Thank you for submitting your resume to Martha Stewart Living Omnimedia.

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