Summary
This set of brief case studies demonstrates how doordrop media have been used to encourage trial for FMCG brands. The featured brands are Bertolli, Body Form, Cobra Beet, Copella, John West, Lavazza, McVitie's, Nesquik, OXO, Plenty, Quaker, SCA Hygiene, Snack Stop, Sunsilk, Tropicana, Unilever, Vimto and Walkers Sunbites.

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This set of brief case studies demonstrates how doordrop media have been used to drive traffic in-store and online for retail brands. The featured brands are Boots Opticians, Electrical Retailer, Focus, Harveys, OKA and The Entertainer.

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This set of brief case studies demonstrates how doordrop media have been used to generate new donations for British charities. The featured charities are the British Heart Foundation, Fostering Solutions, The Royal British Legion and The Salvation Army.

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The setting of a marketing communication greatly impacts on how the message is received, so understanding the context of media consumption is vital in maximising the brand moment. The proliferation of screen-based devices means consumers are able to exercise a greater degree of control and choice over where, when and how they consume or interact with content. IPA TouchPoints and USA TouchPoints research has addressed the five dimensions of context: location, activity, social setting, media, and moods and emotions. Examples of contextual analysis include looking at the media choices of young male diners in Quick Service Restaurants during the key consideration windows for lunch and dinner, and activities of consumers in the hour before the post-lunch peak shopping time.

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This presentation from the alcoholic drinks company Bacardi (and research agencies Kiosk and Rapp) looks at the features of mobile communities that are useful for qualitative research. Mobile’s key attributes in this regard are: being always on, intrinsically social and available any time. Recommendations on how best to integrate a mobile community into multi-methodology research are suggested. Equally, it offers best practice ideas for using mobile communities to get a quick gauge of the likely success of creative campaigns.

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The authors of this paper argue that a social marketing strategy should not solely rely on social media because the majority of conversations about brands and advertisements actually take place offline. Specifically, consumers can be targeted when they are in a social context whilst consuming offline media (e.g. watching TV) which can extend advertising reach and increase engagement with brands and ad content. The paper provides insights on when consumers are most likely to be social by fusing the USA TouchPoints and Keller Fay Talk Track studies. The findings include the time of day and the locations that online and offline communication are most likely to take place and which media platforms are more likely to be used simultaneously. The paper also features a case study focusing on young single adults, outlining how to select the media in which to advertise, and the times of day to run the advertisements, in order to maximise the chances of reaching the audience in a social context.

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Despite engagement being dismissed by sceptics in some quarters as a 'vanity metric', most marketers see it as a central objective. BSkyB, in a joint research study with Cranfield School of Management, laid out three objectives: to establish whether engagement is a viable and worthy metric; to test whether behavioural measures 'conducted at site' are reliable proxies for the mental state of engagement; and to interrogate whether certain consumers, or 'internet activists' are more likely to be engaged than more passive consumers who are perceived to use more conventional content sites. This article looks at the three studies that comprise the Engagement Research project: a pilot study to validate the scale and two advertising effectiveness case studies from Sky Entertainment and Netmums that also tracked other outputs.

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This study investigated whether sponsorships can have negative brand effects in some subgroups in the target market. The study focused on European football (soccer), and results showed that fans of the Stockholm team AIK transferred their dislike of the rival team Hammarby to its sponsor, the beer brand Falcon. Mean scores on brand variables were considerably lower for AIK fans than for a control group who were fans of neither AIK nor Hammarby. Researchers and managers are recommended to consider possible negative effects of sponsorships in subgroups and to evaluate the target audience’s attitude toward the sponsored object.

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Although more companies are using premium-print technologies in their advertising, empirical research has yet to examine the effectiveness of such executions. This article investigates the effect of premium-print advertising techniques on the key constructs of advertising impact and consumer behavior through a field experiment using participants drawn from the general population. Results show that tested advertisements employing premium-print technologies convey a greater sense of uniqueness and prestige than conventional advertising, boost consumer attitudes toward an advertisement as well as toward the brand, and enjoy higher ratings on measures of willingness to buy, positive word of mouth, and consumer willingness to pay a price premium.

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Nielsen's Extended Screen measurement is intended to allow the media industry to re-evaluate the distribution and commercialisation of programming across multiple consumption platforms. Research conducted in 2010 by Turner Broadcasting and Magna Global involved a live, online multivariate test of viewer behaviour, comparing online video viewers to those who viewed the same full-length programmes on live television. This demonstrated that regardless of ad load consumers spent approximately the same amount of time watching the full length of both the test dramas and comedies online. This finding suggests that networks can expand the amount of advertising within programs viewed online without alienating consumers.