Its operating gross margin increased by 1 point to 29Monthly growth beats the jump in November 64This expatriation was not made to scare himOne month will be required to unblock the fundsAnd in fact the painful no had climbed 7For example Peugeot is in tenth place with 189 millionIt would be to install a production capacity of 16No interview not even the shadow of a forum3 billion pounds if markets still fell by 406 of the household budget in the Insee indexIt is the third study ("advertising company"), launched by the Agency Australia and Ipsos Public Affairs, and the perennial issue of the glass half full or half empty. Can the judge at the election, reassuring or alarmist. The return of the great y increasing attractiveness to consume with judged the best advertising, "poor". At worst, "invasive". And, in any case, that a low-power influence on the "new desires", whether digital or "ethical" products
First finding: "in 2006, attends a reversal in the opinion of the French, observed the Australia-Ipsos study." For the first time ever, the future, both as regards their personal situation more positively considering that the health of the country. "Between 2005 and 2006, the number of individuals declaring pessimistic on"the economic situation"fell from 79 to 72 between 2005 and 2006, while in parallel to sketch a slow rebound of optimists, 20 to 27. Simultaneously, the study notes the urge to buy again, including among traditional opponents consumer "6 French in 10 are more cravings" and the growing attractiveness of brands. 72 of the interviewed French find them "innovative"; 71 ( 7 points on the previous year) feel that they give "want to buy." 66 ( 3 points) feel "of pleasure to buy." Finally and most importantly, 62 ( 8 points) are "reassuring."
"But the correspondence between the two trends is not so surprising that because the confidence that may the consumer brands is an excellent barometer of confidence in the future and its future ability to integrate into the society" analysis Georges Lewi, sociologist of marks. Fundamentally, the Director of the Institute BEAK considers indeed that there was never real disaffection of the brands of reference consumer: "rush products"low cost"could have given this impression, but it was mainly linked to a weakness of purchasing power." All studies show that during the "hard", between 2002 and 2005, confidence in the brands remained intact between 75 and 80 even if they were the subject of two criticisms: the charge for some of having abused in terms of price and the fact that they were to continue to their evidence in terms of quality and innovation to continue to be legitimate.
Crisis of the middle classes
Note however that this desire of reconsommer and enhanced attractiveness of brands are hindered by purchasing power found even more insufficient: in 2006, 77 say "do not have the means" to spend compared to 68 in 2004. The crisis of the middle classes went through there.
So, expect the French trademark advertising This basic question, the answer given by the study is unambiguous. This pub, the French want the "useful, informative, compelling, entertaining, and original". "In sum, summarizes Vincent Leclabart, President of Australia, prove its usefulness, either highlighting a product innovative high-value, or by contacting unexpected and original manner on a sector or a brand." But things go wrong the question: advertising, as it is designed now, correspond to the desire of the French "In 2004, 57 of them found banal, said the study." In 2005, this number increased to 62 before to 64 in 2006. "Worse, our fellow citizens the feel should poor, inflicting the note, unchanged for three years, 4.6 out of 10,"for campaigns, spots and advertisements that are part of the landscape, decrypts Vincent Leclabart, they do not disturb them, but they would like best. " The Anglo-Saxon marketing professionals called "wall paper ads", literally "wallpaper ads", alongside which is going on with indifference. "The French are little influenced by critics that undergoes advertising, but at the same time, continued Vincent Leclabart, they resent it enough to make his defence when it is the subject of over-regulation on the part of the policy.
So far, the French not to admit not publiphobes: they are 27 to declare hate ads against 20 assumed... publiphiles and 53 of neutral. Creeping detestation therefore neither growing craze, but some form of resignation: our citizens believe the publicity as being both "useful" (59), "informative" (58) but "intrusive" (75), granting de facto the ambiguous status of necessary evil. Morality, it is considered as a source of interest by only 31 of the French, while television programmes or political life are considered much more interesting and clear progress. Worrying.
But more alarming still, if the advertising designs retain a strong impact on the statutory products (mobile phones last generation, jewellery, cars...) or hedonic tone (subscription in a gym, home-cinema, distant travel...), they would have, according to the study, an extremely low impact on the digital products (ADSL subscription, PC...) and "ethical" (fair trade, car with hybrid engine...). To be clear, the products of the future more and more cross consumption tends to transcend generations, borders and local cultures. To the point, it seems, to dispense with advertising communication. A challenge that will have to meet, is that costs, agencies.
