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How netnography can be used to unlock the full potential of crowdsourcing contests: The case of the Mondelez chocolate lovers contest
Gregor Jawecki, Johannes Gebauer and Susanne Mathis-Alig, ESOMAR, Qualitative, Valencia, November 2013
This paper describes a project for Mondelez International, the food manufacturer, which combined crowdsourcing and netnography methods to generate insights.
This paper describes a project for Mondelez International, the food manufacturer, which combined crowdsourcing and netnography methods to generate insights. Until now crowdsourcing contests (idea generation via online platforms) and netnography (ethnography adapted to the internet) have been understood as two distinct approaches. By conducting a netnography-based content analysis of all contest output, an understanding of consumers' needs and preferences underlying the submitted ideas was gained. In addition netnographic validation in independent online communities provided insights into the ideas' relevance for the general market as well as hints for further improvement.
Optimizing the Amount of Entertainment in Advertising: What's So Funny about Tracking Reactions to Humor?
Thales S. Teixeira and Horst Stipp, Journal of Advertising Research, Vol. 53, No. 3, 2013, pp. 286-296
Humor and other entertaining content, as opposed to demonstrations of product features and “selling,” are increasingly used in advertising, such as TV commercials, to attract and keep consumers’ attention.
Humor and other entertaining content, as opposed to demonstrations of product features and “selling,” are increasingly used in advertising, such as TV commercials, to attract and keep consumers’ attention. This study uses facial tracking to explore how marketers can best use entertainment in ads to increase their effectiveness in increasing intent to purchase. The findings suggest that the optimal amount of entertainment differs by type of entertainment and target group, but not by product category, and confirms that the funniest ads are not necessarily the most effective.
Mint Innovations: A refreshing European and sensorial qualitative experience
Laure Boisier and Sandra Corneau, ESOMAR, Qualitative, Amsterdam, November 2012
This paper describes how Symrise, the flavour and fragrance producer, was looking for new ideas and business opportunities for its Mint business line.
This paper describes how Symrise, the flavour and fragrance producer, was looking for new ideas and business opportunities for its Mint business line. Symrise decided to launch research on Mint with three key objectives: explore consumer motivations and insights regarding Mint; understand consumer expectations in terms of taste and sensorial experience; and detect new business opportunities for Mint product development. Research showed that consumers were very happy with the Mint experience, but also that Mint could be used in combination with other flavours and sensorial experiences. The research showed strong differences between countries: Mint is strongly linked to cultural habits, and has a strong potential for offering new kinds of sensorial experiences.
How advertising strategy affects brand and USP recall for new brands and extensions
Nathalie Dens and Patrick De Pelsmacker, International Journal of Advertising, Vol. 29, No. 2, 2010, pp. 165-194
We investigate possible interaction effects between new product branding strategies (new brands versus extensions) and advertising strategies (informational, positive emotional and negative emotional) for two products differing in product category involvement (laptop computers and candy bars) on brand recall and recall of the unique selling proposition (USP).
We investigate possible interaction effects between new product branding strategies (new brands versus extensions) and advertising strategies (informational, positive emotional and negative emotional) for two products differing in product category involvement (laptop computers and candy bars) on brand recall and recall of the unique selling proposition (USP). Two studies were set up with samples representative of the Flemish population (n = 749 and n = 751). Results show that extensions benefit from a brand recall advantage compared to completely new brands, but positive emotional appeals help bridge the gap for new brands. Informational appeals, on the other hand, stimulate USP recall, especially for extensions and regardless of the product category.
The Impact of Advertising in the U.S. Sweet Confection Market
Janette Kitt and Peter Sträter, Journal of Advertising Research, Vol. 48, No. 1, Mar 2008, pp. 22-29
This article presents the structure of the market for sweet confections in the period 1996 to 2000. The sales of 100 brands, representing 78 percent of total sales, in food, drug, and mass merchandiser retail outlets, were analyzed for the effects of advertising and other independent variables.
This article presents the structure of the market for sweet confections in the period 1996 to 2000. The sales of 100 brands, representing 78 percent of total sales, in food, drug, and mass merchandiser retail outlets, were analyzed for the effects of advertising and other independent variables. Sales, advertising, volume, and all commodity volume increased positively. The sales shares of the four product categories—cough drops, breathmints, hard candy, and chewing gum—shifted materially in the period. The absolute advertising levels differed significantly between categories. Regression analysis showed that advertising and volume strongly determined the changes in sales, without influencing prices. The differences in the regression coefficients of advertising and volume between the categories were highly significant (p < 0.01). Sugar-free confections grew much faster than those made with sugars, mainly because they dominated the new-product launches.
The influence of flavour on consumer liking and perceptions of breath mint benefits in China
Karen Stanton, ESOMAR, Asia-Pacific Conference, Mumbai, March 2006
This paper assesses consumer motivation in breath mint purchases based on a case study conducted in China.
This paper assesses consumer motivation in breath mint purchases based on a case study conducted in China. The study enabled understanding of the size of the different consumer segments and which benefits and flavours had most appeal. In addition, a variety of breath mints were tested and the result was a segmentation of different flavour preferences. This enabled a clear prioritisation of flavour development and a Predictive Tool now used to predict consumer appeal of newly developed breath mint flavours.
The influence of advertising on the demand for chocolate confectionery
Bob Eagle and Tim Ambler, International Journal of Advertising, Vol. 21, No. 4, 2002, pp. 437-454
Chocolate confectionery in Western Europe is a mature, slowly declining market. This study looked for correlation between advertising and the year to year changes in market size of Belgium, France, Germany, the Netherlands and the UK.
Chocolate confectionery in Western Europe is a mature, slowly declining market. This study looked for correlation between advertising and the year to year changes in market size of Belgium, France, Germany, the Netherlands and the UK. No significant association demonstrated advertising driving changes in market size and there was negative correlation between market size and price and surprisingly low (90%) correlation with per capita income.
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