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Targets & Segments

Here is When Promotions Work for High-Involvement Products

  • MSI

Promotions should be crafted toward the shopper’s mindset to be most effective and enhance the shopping experience. For routine purchases of low-involvement product categories, shoppers are often in a “deliberative mindset,” and so they respond well to general promotions. Brands in high involvement categories, however, must engage shoppers in an “implemental mindset.” To be effective, promotions must be equally focused and specific.

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Brands Should Communicate Positive Reviews to Customers Post-Purchase

  • JOURNAL OF ADVERTISING RESEARCH

Can reading online customer reviews (OCRs) influence the opinion of a consumer who has already experienced a product? The answer is yes, new research finds. It turns out, consumers are far more persuaded by online customer reviews than previously thought, according to this research. The findings have significant implications in how best to communicate with customers post-purchase.

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How Speech VS. Text Disclosure Affects Privacy Expectations

  • MSI

Even though consumers “opt-in” to sharing their personal data at the initial point of disclosure, they continue to maintain certain expectations on how their data will be used. According to this study, this is especially true when such data is shared online through voice rather than text. To meet these concerns, managers should adapt data capture, storage and use policies to meet evolving concerns.

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How Do Consumers Respond to Gender-based Pricing?

  • MSI

Markets are growing increasingly transparent. While one of the easiest ways to segment customers is by gender, pricing differences based on this factor are becoming more apparent and harder to justify. Women perceive such pricing discrimination for comparable product as unfair. This reduces purchase intent and their liking of and appreciation for the brand, while men tend to rationalize such differences as justified by product attributes (e.g., dry cleaning a “blouse” versus a “dress shirt”).

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Leading with Inclusive Insights

  • ARF CULTURAL EFFECTIVENESS COUNCIL

On November 1, 2022, the ARF Cultural Effectiveness Council hosted a discussion on ways that brands have gained an edge by focusing their insights and subsequent marketing on traditionally under-represented communities.  Speakers from General Mills, Vevo, and muliti-cultural agency Alma shed light on the kinds of research they find helpful in uncovering valuable inclusive insights and the potential rewards of this strategy.  They cited examples of those insights and discussed the societal trends that underlie them. The session was moderated by Council Co-Chair Janelle James of Ipsos.

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The Social Media Landscape

  • By Melissa Perera (Social Council Young Pros Officer)

Over the last six months, social media has received a lot of attention on numerous fronts, from economic challenges the platforms are facing to changing hands in ownership to the recent Congressional hearings. This event looked at consumers’ current relationships to social media and their perceptions of social media platforms and use cases. Experts from the Social Council reported on the results of a survey of 2,490 social media users that they had conducted in partnership with Dynata that took a deeper look at social media’s role and function in the daily lives and experiences of its users. The findings unveiled eye opening insights and opportunities to help marketers understand where and how they can engage their target audiences on social media.

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The Impact of Bodily Autonomy on Brand Marketing: Insights for Marketers

  • WOMEN IN ANALYTICS

As civil liberties continue to be politicized, advertisers have a growing expectation to be part of the solution and fill the trust gap between consumers, government, and media. On February 7, Mindshare and GroupM unveiled new research examining the sentiments of those most impacted—voices who have been historically marginalized and underrepresented in media and society—by the eroding rights to privacy. Further topics of discussion included the future of using “women’s empowerment” in marketing campaigns and the larger economic implications when bodily autonomy rights are lost.

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