One of the fastest growing facets of social media marketing is the use of paid endorsers — a fashion blogger, for example, paid by a fashion designer to post a picture of herself wearing one of the designer’s pairs of earrings. Two researchers from the Wharton School of the University of Pennsylvania conducted a field […]
Read More… from Varied Effectiveness of Paid Endorsements on Social Media
If you’re a national or international company with marketing authority and practices spread across various locations, or if you have a diversified group of products or businesses that call for different marketing approaches, how can you maintain a consistent marketing strategy that is aligned with the company’s overall priorities while still giving local functions the […]
Read More… from How a Marketing Doctrine Overcomes the Flexibility Vs Consistency Conundrum
As reported in a 2013 Advertising Age article, Geico Insurance’s ubiquitous talking Gecko was launched as a trial balloon. There had been no prior marketing research, and certainly no intention of creating a long-running marketing character who now has a book and appears in life-size form at sporting events. However, As Geico CMO Ted Ward […]
The AIDA model of advertising identifies Attention, Interest, Desire and Action as key to the effectiveness of an advert. In order to measure the physiology behind advertising effectiveness, a research team used experiments involving public service announcements (PSAs) and focused specifically on the attention and action components of the model. PSAs are good foundations for […]
Read More… from Neurobiological Clues to Advertising Effectiveness
Before going to a store, consumers have an expectation in their minds about how much the product they want to buy will cost at that store, and at other stores. Once they see the actual price in the store, they will update their expectations about the prices they might find for the product at other […]
Read More… from How Price Expectations Drive Customer Purchasing Decisions
The ‘2D:4D’ ratio — the ratio of the length of the index (2D) and the ring finger (4D) — is an established biomarker for the level of testosterone to which individuals were exposed before birth. It reliably differs by sex: on average, males have a lower digit ratio than females. (Their third finger tends to […]
Previous academic studies have connected how people feel about an ad to how they feel about the brand, but the validity of these results in the real world marketplace was of some concern. These studies only involved small groups of participants, often students, answering questions about a small sample of ads. A new study that […]
Read More… from How Advert-Evoked Feelings Sway Attitudes to Brands
Social change has made advertising that appeals to a broader range of consumers more important and desirable. A company’s ‘diversity and inclusion’ agenda does not, however, always transfer easily to the domain of marketing. Mass-media campaigns aimed at every social group that might buy a product or service can be complicated and costly to produce. […]
Read More… from Ambiguous Ads: Hidden Messages, Hidden Risks?
In the real world, brands are rarely seen alone. Whether on television, radio, or in print, brands are usually surrounded by other brands — numerous advertisements fill the pages of a magazine, or a seemingly endless block of commercials interrupts our favourite TV program. In academic terms, these other brands are called ‘context’ brands, and […]
Read More… from Brand Placement on TV: The Positive Impact of Fast-forwarding
What makes a message persuasive? Marketing departments everywhere are constantly looking for the answer to this question and much research has been conducted on this subject; previous research has shown that messages that have content that is easier to process can be more persuasive. Similarly, message framing and sequencing can also influence how persuasive a […]
Read More… from Optimal Marketing Claims: The Power of Three
