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Less Facts, More Fiction: Expanding Research's Mind: Moving away from method, to a much wider definition of strategy as execution
James Ebdon, Elizabeth Lonergan and Leanne Tomasevic, ESOMAR, Congress, Istanbul, September 2013
This paper describes how an abundance of data is changing the role of market research from collecting the 'most and best data' towards generating valuable insights.
This paper describes how an abundance of data is changing the role of market research from collecting the 'most and best data' towards generating valuable insights. 'The messy mind agenda' articulates a four part shift in market research. A complex and unpredictable environment will require experimentation and learning over time. Researchers will need to 'critique and curate' information in order to identify what is important and useful to brands. Research should open up and have 'creative conversations' with brands and consumers in uncontrolled environments to generate new ideas and insights. In order to make brands distinct, they should focus on culture rather than consumers, developing a brand identity within that culture, and changing alongside it.
Organizational Research Reinvigoration: How a top-five media company reoriented itself around human insights
Christian Kugel and Cortney Henseler, ESOMAR, Congress, Istanbul, September 2013
This paper explains how AOL, the internet company, established a new consumer analytics and research team.
This paper explains how AOL, the internet company, established a new consumer analytics and research team. While AOL has historically struggled with the role of research, analytics and insights, the company has recently re-oriented itself around the voice of the consumer. In doing so, research became a critical function and central to the company's decision making. The paper also describes how this team's role has developed, and how other research organisations can replicate this success.
Understanding the Orientation of Gen Y Toward Mobile Applications and In-app Advertising in India
Varsha Jain, Ketaki Bhave and Subhadip Roy, International Journal of Mobile Marketing, Vol. 8, No. 1, Summer 2013
Mobile marketing in India is expected to reach INR 1.2 trillion by the end of 2013, an 8% increase from INR 1.1 trillion in 2012.
Mobile marketing in India is expected to reach INR 1.2 trillion by the end of 2013, an 8% increase from INR 1.1 trillion in 2012. Smartphones are being used extensively in India by Generation Y individuals (those born between 1980-2000). The rise in smartphone usage is attributed to usage of mobile applications. The marketers are trying to cash in on this trend by approaching consumers through phone media. Since a majority of the heavy users belong to Gen Y, it is important to study how they interact with brands through mobile applications. This study attempts to comprehend Gen Y's attitude toward in-app advertising and branded applications. The authors adopt a qualitative approach to understand the consumer insights. Focus group discussions and in-depth interviews have been used to comprehend perception, liking and preference toward mobile applications and in-app advertising of Gen Y. The major determinants that formulated the attitude of consumers pertaining to in-app advertising were found to be: involvement with the app, hindrance caused by the ad, screen size, contextualization, personalization, relevance, credibility, permission, control and incentives. The study provides relevant insights for practitioners and also provides a scope for further research in the area.
You've Got Mobile Ads! Young Consumers' Responses to Mobile Ads with Different Types of Interactivity
Jay (Hyunjae) Yu, International Journal of Mobile Marketing, Vol. 8, No. 1, Summer 2013
This exploratory study investigates young consumers' responses to mobile ads that use different types of interactivity: consumer-message interactivity, consumer-marketer interactivity, and consumer-consumer interactivity.
This exploratory study investigates young consumers' responses to mobile ads that use different types of interactivity: consumer-message interactivity, consumer-marketer interactivity, and consumer-consumer interactivity. The results indicate that young consumers have significantly different attitudes (positive or negative) toward mobile ads with different levels of interactivity. In other words, companies should reconsider their optimistic view that consumers will welcome all types of mobile ads. The responses from some participants even indicate that they not only dislike mobile ads, but also sometimes dislike the brand of the mobile ad.
Do Online Video Platforms Cannibalize Television? How Viewers are Moving from Old Screens to New Ones
Jiyoung Cha, Journal of Advertising Research, Vol. 53, No. 1, 2013, pp. 71-82
This study investigated whether (and how) online video platforms displace television with respect to time investment and viewership.
This study investigated whether (and how) online video platforms displace television with respect to time investment and viewership. To that end, this study employed mail surveys of a random sample of Internet users throughout the United States. This study revealed that the existence of the time displacement effect depends on (1) what type of online video venues consumers use; (2) how much video content overlaps between online video platforms and television in general; and (3) what type of video content consumers watch online. Specifically, the current study found that the time spent using the Internet to watch user-generated videos and on video-sharing sites reduced the time spent watching television as a consequence.
What makes sponsorships persuasive? Creative best practices for branded or sponsored microsites
Sylvia Barney, Leah Spalding and Alina Bekkerman, ARF Experiential Learning, Audience Measurement 7.0, 2012
This paper outlines how Microsoft Advertising sought to identify which elements of online sponsorships are linked to strong in-market performance, by using Millward Brown Digital's 'MarketNorms' database.
This paper outlines how Microsoft Advertising sought to identify which elements of online sponsorships are linked to strong in-market performance, by using Millward Brown Digital's 'MarketNorms' database. The analysis revealed that online sponsorships have a more positive branding effect compared to a typical digital campaign. Specifically, successful online sponsorships are likely to include both interactive and non-interactive elements and have the strongest impact when they are contextually relevant. The analysis also claims online sponsorships that use celebrity spokespeople or co-branding are more likely to struggle in-market. The paper also outlines the impact of online sponsorships in the automotive and CPG market, claiming automotive sponsorships tend to be twice as persuasive as the typical digital automotive campaign and CPG sponsorships are incrementally stronger than typical CPG campaigns. The paper also provides a summary of creative elements in online sponsorships that have the most impact in meeting specific branding goals, such as online ad awareness and brand favourability.
The Power of Like: How Brands Reach (and Influence) Fans through Social-Media Marketing
Andrew Lipsman, Graham Mudd, Mike Rich and Sean Bruich, Journal of Advertising Research, Vol. 52, No. 1, 2012, pp. 40-52
This research offers an in-depth analysis of how social media brand impressions reach Fans and Friends throughout Facebook, as opposed to just on brand Fan pages.
This research offers an in-depth analysis of how social media brand impressions reach Fans and Friends throughout Facebook, as opposed to just on brand Fan pages. The study profiles three major brands – Starbucks, Southwest Airlines, and Microsoft Bing – to show the impact of these impressions on Fans and Friends and help illustrate how brands today need to be thinking about their social marketing initiatives.
Memo to Marketers: Quantitative Evidence for Change - How User-Generated Content Really Affects Brands
George Christodoulides, Colin Jevons and Jennifer Bonhomme, Journal of Advertising Research, Vol. 52, No. 1, 2012, pp. 53-64
Developed in response to the new challenges of the social Web, this study investigates how involvement with brand-related user-generated content (UGC) affects consumers’ perceptions of brands.
Developed in response to the new challenges of the social Web, this study investigates how involvement with brand-related user-generated content (UGC) affects consumers’ perceptions of brands. The authors develop a model that provides new insights into the links between drivers of UGC creation, involvement, and consumer-based brand equity. Expert opinions were sought on a hypothesized model, which further was tested through data from an online survey of 202 consumers. The results provide guidance for managerial initiatives involving UGC campaigns for brand building. The findings indicate that consumer perceptions of co-creation, community, and self-concept have a positive impact on UGC involvement that, in turn, positively affects consumer-based brand equity. These empirical results have significant implications for avoiding problems and building deeper relationships between consumers and brands in the age of social media.
Interactive Digital Advertising vs. Virtual Brand Community: Exploratory Study of User Motivation and Social Media Marketing Responses in Taiwan
Hsu-Hsien Chi, The Journal of Interactive Advertising, Vol. 12, Issue 1, Fall 2011, pp. 44-61
This study explores the influence of user motivation to engage in online social networking on responses to social media marketing.
This study explores the influence of user motivation to engage in online social networking on responses to social media marketing. It addresses two aspects of user motivation, need for online social capital and psychological well-being, and two types of social media marketing, interactive digital advertising and virtual brand community. Facebook provides the target social networking site. A survey among 502 college-aged Facebook users in Taiwan reveals that these users responded to Facebook advertising and virtual brand communities differently. Users' motivation for online social networking had varying effects on their social media marketing responses. These results have key implications for social media marketing use in social networking online.
Mixing advertising and editorial content in radio programmes: Appreciation and recall of brand placements versus commercials
Eva A. van Reijmersdal, International Journal of Advertising, Vol. 30, No. 3, 2011, pp. 425-446
Although the literature on brand placement is rapidly evolving, no studies thus far have focused on radio brand placement or on the effects of the combination of brand placement and commercials.
Although the literature on brand placement is rapidly evolving, no studies thus far have focused on radio brand placement or on the effects of the combination of brand placement and commercials. Therefore, the present experiment (N = 153) focused on the effects of radio brand placement on liking, credibility and brand recall. In addition, the effects of the combination of brand placement and a commercial were studied. As predicted based on source credibility and intentional exposure theory, the results showed that brand placement is more liked and perceived as more credible than commercials, and that exposure to brand placement has a stronger effect on brand recall. A combination of brand placement and a commercial evokes higher brand recall than exposure to a commercial alone. However, there were no synergy effects for the combination of brand placement and a commercial. Underlying mechanisms were tested, showing the importance of format credibility in brand placement effects.
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