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Revision with unchanged content. With regard to the topic New Methods of Technology and their Appropriat eness for the UK Fast Moving Consumer Good (FMCG) Business , this work deals with the description of the current com mu ni ca tion strategy of FMCG manufacturers compared with new methods of communication. Since ad ver tisements of FMCGs appeal to a wide audience and are dependent on being transmitted frequently, FMCG manu facturers predominantly rely upon traditional mass media. Nowadays FMCGs are characterised as low-in volve ment products and are ex posed to higher com pe ti tion. In order to stay com petitive it is vital for FMCG manufacturers to arouse brand awareness thus ensuring the brand s perception by the con sumer. Since they are not in a position to recognise the consumers needs due to lack of appropriate measure ment, FMCG manufacturers need to become attentive to the new methods, which fulfil the today s requirements of target ing consumers effectively. In contrast to traditional media the new methods of technology offer good opportunities to satisfy the needs of the modern consumer by delivering cus tom ised advertisements. Due to the interactivity of ad vert ise ments, the new formats enable better brand awareness by adding value to the brand in form of entertainment and information.

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Master of Science Degree, postgraduate education in Business Management and Marketing at the University of Bedfordshire. Professional career in market research and marketing,especially responsible for the research tool for eBay: terapeak.

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