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Focus on the flow of enthusiasm: Superpromoter research for Philips in India
Arne van de Wijdeven and Rijn Vogelaar , ESOMAR, Congress, Atlanta, September 2012
This paper discusses work conducted by Blauw Research for Philips in India on customer advocacy, specifically customer enthusiasm, recommendation behaviour and influence.
This paper discusses work conducted by Blauw Research for Philips in India on customer advocacy, specifically customer enthusiasm, recommendation behaviour and influence. The most enthusiastic 20% of customers were dubbed Superpromoters. The authors argue that many firms fail to correctly utilise this part of their customer base. To avoid this, Blauw developed a Superpromoter Support Plan for their client. The authors suggest The Superpromoter concept proved to be very useful for Philips in identifying and activating their most loyal customers. It also generated a new sense of company pride among employees.
The Ehrenberg Legacy: Lessons in Buying Behavior, Television, Brand Perception, Advertising, and Pricing
John Scriven and Gerald Goodhardt, Journal of Advertising Research, Vol. 52, No. 2, 2012, pp. 198-202
This review outlines the scientific principles that underpinned Andrew Ehrenberg’s working methods, then summarizes his ground-breaking findings in buyer behavior and brand perceptions.
This review outlines the scientific principles that underpinned Andrew Ehrenberg’s working methods, then summarizes his ground-breaking findings in buyer behavior and brand perceptions. It follows on to describe how he applied that knowledge to produce his theory of how advertising works mainly as publicity, now widely if not universally accepted but highly controversial at the time. It concludes with an appreciation of the extraordinary breadth and influence of the body of work, and the inspiration it provides for future scientific study, not least as evidenced in this Special Edition of the Journal of Advertising Research.
Brand Growth at Mars, Inc.: How the Global Marketer Embraced Ehrenberg's Science with Creativity
Rachel Kennedy and Bruce McColl, Journal of Advertising Research, Vol. 52, No. 2, 2012, pp. 270-276
Can science help brands grow? Mars, Inc. has embarked on a program to apply the marketing laws originally developed and promoted by Andrew Ehrenberg.
Can science help brands grow? Mars, Inc. has embarked on a program to apply the marketing laws originally developed and promoted by Andrew Ehrenberg. Mars has discovered that both creativity and science can—and should—work together. Just as an architect marries creativity with the laws of physics, marketers should construct brand plans that embrace the laws of growth. Mars executives are learning that creativity is more productive when unleashed within known boundaries of buyer behavior. The authors share some lessons from a continuing journey that may help others also make the transformation to a marketing science culture.
Social marketing meets interactive media: lessons for the advertising community
Ronald P. Hill and Nora Moran, International Journal of Advertising, Vol. 30, No. 5, 2011, pp. 815-838
Advertisers involved with social marketing are beginning to recognise the sea change that is coming due to the spread of interactive media usage throughout many subpopulations of interest.
Advertisers involved with social marketing are beginning to recognise the sea change that is coming due to the spread of interactive media usage throughout many subpopulations of interest. Unfortunately, models of how social marketing theory and practice should evolve have not been forthcoming, severely limiting the development of appropriate media usage strategies. This paper seeks to resolve this dilemma, in part, via discussion of how social marketing goals and objectives are challenged and advanced in this new environment. Advertisers must face inherent opportunities and challenges, as failure to do so will leave social agendas unfinished or unresolved, particularly as new and younger generations become principal targets.
Agenda development for marketing research: the user's voice
Deborah Roberts and Richard Adams, International Journal of Market Research, Vol. 52, No. 3, 2010, pp. 329-352
The purpose of this paper is to articulate a research agenda for marketing, addressing the interests of the practitioner community, as well as academic researchers.
The purpose of this paper is to articulate a research agenda for marketing, addressing the interests of the practitioner community, as well as academic researchers. That is, one that we believe the marketing research community is in a strong position to champion and influence. The agenda is developed from an innovative consultative initiative that brought together academics and marketing practitioners, including members of the Market Research Society (MRS), over an extensive period. Drawing on consultations with managers and professionals in marketing practice, we scoped out and developed an understanding of the challenges confronting contemporary marketing practitioners, presented in the paper as eight research themes. This paper highlights the challenges facing contemporary managers in marketing, and shows where research attention is needed, along with where future investigation would best serve the concerns of practice as well as theory. Additionally, it provides some reflections on the implications of our process and outcomes for research in marketing and of our chosen mode of user involvement for relationships between the worlds of academe and practice.
Darwin or lose? - Evolutionary modeling in the context of recession
Miquel Pardina, ESOMAR, Congress, Montreux, September 2009
Darwinism is relevant to Marketing Science as far as emotions are concerned. Biological and evolutionary thinking explain why universal emotions take place and how they affect our daily lives.
Darwinism is relevant to Marketing Science as far as emotions are concerned. Biological and evolutionary thinking explain why universal emotions take place and how they affect our daily lives. Being aware of emotions is more relevant than ever during a recession period. Whereas short-term marketing strategies tend to focus on pricing and functional benefits, sustainable longterm strategies will rather rely on establishing affective connections which can be paramount in low trust situations. By modelling we can better explain, classify and manage the basic emotions driving the different markets. The presentation uses car brand positioning and chewing gum communication as examples to discuss how modelling can be translated into winning strategies.
Short-Term Effects of Advertising: Some Well-Established Empirical Law-Like Patterns
Leslie Wood, Journal of Advertising Research, Vol. 49, No. 2, June 2009, pp. 186-192
Extensive work with single-source data since the 1960s has consistently shown that advertising has a pronounced short-term effect on sales, that this effect decays over time, and that creative copy is the largest contributor toward effectiveness.
Extensive work with single-source data since the 1960s has consistently shown that advertising has a pronounced short-term effect on sales, that this effect decays over time, and that creative copy is the largest contributor toward effectiveness. This article shares the foundations for these generalizations as well as more current examples that use Project Apollo data, based on the AdImpact metric (described). Other findings from the Apollo data, which are new, are that multiple brands with many sub-brands may achieve very different results from their sub-brand campaigns, and that advertising environments such as TV programme genres also make a difference. From an issue of JAR devoted to `empirical generalisations’: the papers were first presented at a conference at the Wharton School, University of Pennsylvania in December 2008.
Advertising Impact Generalizations in a Marketing Mix Context
Dominique M. Hanssens, Journal of Advertising Research, Vol. 49, No. 2, June 2009, pp. 127-129
This paper reviews and summarises a recent book issued by the Marketing Science Institute (MSI): Empirical Generalizations about Marketing Impact.
This paper reviews and summarises a recent book issued by the Marketing Science Institute (MSI): Empirical Generalizations about Marketing Impact. The book contains more than 80 empirical generalizations (EGs), contributed by about 60 academics from around the world. Each EG is summarized and documented in a standard one-page format. Where possible, the EGs are quantified using a response metric that allows comparisons across business settings. A limited number of the EGs are quoted, relating to advertising elasticity, advertising weight effects, determinants of advertising impact and its duration, advertising reference price, effectiveness of TV, and advertising sensitivity to business cycles.
A New Theorem for Optimizing the Advertising Budget
Malcolm Wright, Journal of Advertising Research, Vol. 49, No. 2, June 2009, pp. 164-169
This article offers a new solution to the advertising budgeting problem, developed through empirical optimization.
This article offers a new solution to the advertising budgeting problem, developed through empirical optimization. This method combines axioms with empirical generalizations to simulate profits. The resulting profit maps yield specific decision rules and general theorems. For advertising budgeting, empirical optimization shows that if advertising elasticity is 0.10 the optimal advertising budget is always 10 percent of gross profit. The corresponding theorem, that optimal advertising is advertising elasticity multiplied by gross profit, is new and is supported by an algebraic proof as well as empirical evidence. This is an advance on the advertising/sales budgeting rule, and a replacement for the long-established Dorfman-Steiner theorem of optimal advertising. Examples are given for various applications of the method. From an issue of JAR devoted to `empirical generalisations’: the papers were first presented at a conference at the Wharton School, University of Pennsylvania in December 2008.
Empirical Generalizations about Advertising Campaign Success
Les Binet and Peter Field, Journal of Advertising Research, Vol. 49, No. 2, June 2009, pp. 130-133
This article summarises the findings in the authors’ book: Marketing in the Era of Accountability (2007), based on their review of 880 IPA Award case history submissions.
This article summarises the findings in the authors’ book: Marketing in the Era of Accountability (2007), based on their review of 880 IPA Award case history submissions. The article describes the analytical approach used, including the development of the assessment metric, the `Effectiveness Success Rate’ (ESR): the percentage of cases reporting `very large’ increases in one or more of a number of business-related outcomes. Campaigns of various types were then compared in terms of ESR. Their key finding was that advertising effectiveness (in terms of sales and profit) is increased by: focusing on “hard” objectives; focusing on price, not volume; focusing on penetration, not loyalty; influencing consumers on an emotional, rather than rational level; creating “talk value”; having a high SOV relative to market share; including TV in the media mix; using a small number of channels in concert. These results, which generalize across a variety of conditions (thus meeting the requirements for empirical generalisations), suggest that much common practice in advertising is suboptimal. Implications for marketing are drawn, and limitations of the study noted. From an issue of JAR devoted to `empirical generalisations’: the papers were first presented at a conference at the Wharton School, University of Pennsylvania in December 2008.
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