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brands & branding

Emphasizing the Negative Builds Trust in CSR Environmental Messaging

  • JOURNAL OF ADVERTISING RESEARCH

As counterintuitive as it sounds, this study shows that companies in environmentally unfriendly industries are perceived as more trustworthy when they use negatively framed messaging focused on reducing the damaging impact of their production processes, rather than on positively framed messages that tout benefits. Building such trust, in turn, elicits favorable consumer intentions and behaviors.

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  • Article

Recording: Is There a Hierarchy of Effects in Advertising? Empirical Generalizations for Consumer Packaged Goods

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This webinar is based on an MSI working paper of the same name, which analyzes how cognition, affect and experience mediate advertising effects on sales, using data from 178 fast-moving consumer goods brands in 18 categories over seven years. During this session, the speakers will show how the traditional Hierarchy of Effects (HoE) model holds up well but varies across CPG brands with the primary sequence being affect → cognition → experience (ACE).

  • Article

NYCU: Personalization Creates Brand Connections

A Redpoint Global survey of U.S. adults, conducted by Dynata, highlights trends in brand loyalty and implications around customer experience management. The findings of this survey shed light on the importance of personalization to consumers.  It is a key to their brand connection. 74% of customers believe that brand loyalty is about feeling understood and valued and not about discounts and loyalty perks. Sixty-four percent said they would purchase a product from a brand that knows them. Nearly half also said they were more likely to consider purchasing from a brand that does effective personalization. Additionally, 32% are also willing to overlook a single bad customer experience, if they feel the company is trying to understand them as a customer. Though offering quality products and services are essential, brands should emphasize understanding customers. According to 52% of consumers, brands can make individual customers feel understood by offering relevant product and service recommendations. Further, around 44% of customers said brands should make navigating in-store and online stores easier. Forty one percent also said they feel understood through the frequency of brand interactions – sharing relevant information on a semi-regular basis. Source: YouGovAmerica. (2022, February 10). Consumers prefer feeling valued and understood over discounts and loyalty perks. New Ideas in Marketing. YouGovAmerica.    

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What’s Behind Consumer Recall of Brands Co-Appearing in TV Programs?

  • JOURNAL OF ADVERTISING RESEARCH

Consumers’ short- and long-term memory and recognition of brands that co-appear in television programs is affected differently when the juxtaposed products are either in the same or different categories, and when the brands are either familiar or unfamiliar, new research shows. The findings are intended to help strengthen product placement strategies and decisions around choosing the right co-appearing partners.

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  • Article

NYCU: How Marketing Has Changed

Philip Kotler (age 90) is known for popularizing the term “Marketing Mix” in his groundbreaking textbook 55 years ago. Sixteen editions later, he and coauthor Alexander Chernev discussed how big data, social media and purpose-driven branding are moving the field forward with Kellogg Insight.  INSIGHT: How is the new thinking in the field of marketing being reflected in the latest edition of Marketing Management? What has changed and what has stayed consistent over time? KOTLER: Marketing Management, which was published in 1967, was the first text to use an analytical approach to marketing and include findings of scholarly studies. The book synthesized ideas from economics, behavioral science, organization science and mathematics to offer breadth, depth and rigor in addressing marketing issues. One of the key underlying ideas advanced in the very first edition of the book was that company actions must be driven by customers and their needs. This core principle of customer-centricity has remained the central idea across all editions of the book. The rise of big data, social media, and sophisticated e-commerce has not changed the fact that a key purpose of any company is to create value for its customers. CHERNEV: Value creation is at the core of our approach to the new edition. Marketing is all about understanding, designing, communicating and delivering value. This is the foundation of marketing strategy and has not changed with time. What has changed are the tools that companies use to create value. Data analytics, automation and artificial intelligence are very powerful tools in managing value, but they are just tools. Without a sound strategy guiding their use, they can become a distraction from a company’s core mission. INSIGHT: Glad you brought that up. It is now central to a lot of organizations’ marketing strategies that brands should not just be profitable but have a purpose. How has this idea evolved over the years? KOTLER: Take what Unilever has done with Dove soap. It’s now not just a way to clean your skin but to be reminded that all women are beautiful. When it really works, a brand is taking a higher view of the buyer and trying to deliver a promise that will help the buyer advance in some way. Source: Kotler, P. & Chernev, A. . (2022, January 21). How Has Marketing Changed over the Past Half-Century? Marketing, KelloggInsight.    

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NYCU: ARF Research Projects

As 2021 comes to an end, ARF Research has issued a preview of upcoming 2022 projects and research reports.

Projects
The 2021 Benchmark Survey
The 2021 Privacy Survey
The Effectiveness of Podcast Advertising
Supporting the MRC Cross-Platforms Standards
Supporting the MRC's Outcome Standard
Share of Search
What Brands Did in 2020
The Future of Panels and Census
The Use of Identify Graphs to Improve Survey Panels
Influencer Marketing
Exploring the relative contributions of Creative & Media
Expected Date
Jan 2022
Jan 2022
Q1 2022
Jan 2022
Q2 2022
Q2 2022
Q2 2022
Q2 2022
Q2 2022
Q3 2022
Q3 2022

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What Doesn't Kill Your Brand Can Make it Stronger

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Because they have multiple publics, each with its own view, brands are inherently contestable. From merely being brand defenders, managers must increasingly become brand orchestrators, channeling the energy of brand contestation that can turn stressors into sources of antifragility.

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NYCU: Consumer Mindset Matters!

Reaching people when they are in a relevant mindset is the driving force behind advertising effectiveness, according to a new study by MAGNA Media Trials in partnership with gumgum. The new report, "Mindset Matters: Deconstructing Contextual Video," confirms that ads delivered within contextually relevant environments are seen more positively by consumers and work harder for brands. Contextual video targeting drives metrics for brands, with brand favorability up 4%, recommendation intent up 5% and search intent up 6%. Further, contextual improves ad experiences for people: they are more likely to feel the ad was relevant to them and that the ad was entertaining. "While we've seen the power of contextual in our research, it was fascinating to finally identify the strongest driver of contextual performance—mindset," said Kara Manatt, SVP, Intelligence Solutions, MAGNA. "Reaching the right people is always important, but reaching people at the right time, when they are in the right mindset for the message, strongly contributes to impact on brand KPIs, such as brand favorability and purchase intent."

Source: (2021) Mindset Matters: Deconstructing Contextual Video. MAGNA Media Trials, gumgum.

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