Sunday, April 18, 2004

Make dough, pay dough - it's only fair


The Daily Grind

John Eckberg

Pay inequity is the focus of an upcoming bake sale sponsored by the Cincinnati arm of the American Association of University Women.

The group will have a bake sale Tuesday on Fountain Square with differing prices for white men and women, black men and women, Asian men and women, and Hispanic men and women.

The event will reflect what its backers claim is a serious salary and wage differential among groups of Americans.

The baked goods will sell at the following prices: $1 for white and Asian men, 74 cents for black men, white women and Asian women, 64 cents for black women, 60 cents for Hispanic men and 52 cents for Hispanic women.

The event, which runs between 11 a.m. and 2 p.m., set those prices to illustrate the pay and wage disparity among the groups.

White and Asian men are at the top of the wage heap. Hispanic women are at the bottom, earning 52 cents for every dollar earned by a white or Asian man.

"I probably wouldn't believe the statistics had it not been my personal experience and the experience of others I know," said Becky Park DeStiger, spokesperson for the event. "I also don't think it's a man vs. woman issue or white vs. minorities. It's simply a societal issue."

The Pay Inequity Bake Sale is open to the public.

Emotional appeal

Advertising success has far more to do with the emotional appeal of the ad than it does with snappy copy that causes consumers to remember the brand.

AcuPOLL Research Inc. general manager Mark Sneider speaks April 27 at the Advertising Research Foundation annual convention at the Marriott Marquis Hotel in New York City.

Without the emotional link, an ad is all but worthless, Sneider contends.

Some 30,000 new products were introduced to consumers last year, just about double the number of products offered only a decade ago.

Consumers will reject more than half of the products.

"In the end, what matters most is how an ad shapes a consumer's perception of the brand," Sneider said.

"The brands that succeed on a long-term basis are those able to form strong, differentiating emotional bonds with consumers."

Persuasion and recall of an ad should no longer matter as much to product developers or service providers as how an ad shapes the perception of the brand or service.

Brands or services that succeed are those that create and encourage an emotional bond between the company and the consumer, Sneider said.

Get smart

Researchers last week came up with a staggering finding that should transform workers everywhere.

Cinnamon chewing gum boosts memory, according to researchers at Wheeling Jesuit University in Wheeling, W.Va.

Findings from the study are most promising in providing a non-pharmacological opportunity to boost brainpower among the elderly, those with test anxiety and perhaps patients with memory loss, the researchers found.

E-mail at jeckberg@enquirer.com




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