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How Research can Help Build a Successful CSR Campaign
Dominika Maison and Jarosław Herrmann, ESOMAR, Congress, Istanbul, September 2013
This paper discusses the role of research in generating insights that can be used to develop corporate social responsibility (CSR) campaigns, using the example of a campaign by Žywiec Group, the Heineken-owned Polish beer brewers.
This paper discusses the role of research in generating insights that can be used to develop corporate social responsibility (CSR) campaigns, using the example of a campaign by Žywiec Group, the Heineken-owned Polish beer brewers. This CSR campaign targeted young people (aged under 16) to discourage them from drinking alcohol. A drama workshop format was selected to engage with issues around alcohol. The paper explains the research approaches taken before and during the campaign to understand what type of campaign would be effective with this age group.
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.
The mediating role of attitude towards values advocacy ads in evaluating issue support behaviour and purchase intention
Yoon-Joo Lee, Eric Haley and Kiseol Yang, International Journal of Advertising, Vol. 32, No. 2, 2013, pp. 233-253
Through an experimental design, this study examines the mediating role of attitude towards values advocacy advertising sponsored by Miller and McDonald’s.
Through an experimental design, this study examines the mediating role of attitude towards values advocacy advertising sponsored by Miller and McDonald’s. Adopting hierarchy-of-effects perspectives, the study examined the role of attitude towards the values advocacy advertising in evaluating purchase intention and issue support behaviour. The study results revealed that AValuesAdvocacyAd is a mediator for predicting issue support behaviour when consumers perceive a company’s value advocacy advertising as driven by public-serving motives. Purchase intention was directly affected by perceived public-serving motives of the advertisers. Further, a new construct, self-construal, was found as an antecedent to the cognitive construct, consumers’ perceptions towards the advertisers’ intention as public-serving.
Growing brands by connecting with deeper human motivations: Demonstration of a new research approach that directly links to business outcomes
Niels Blichfeldt, Sue Philips and Shivani Dayal Kapoor, ESOMAR, Asia Pacific, Ho Chi Minh City, April 2013
Through an example in the beer category in China and India, this research paper shows how a people-centred approach, using precise drivers of brand growth, combined with predictive abilities to anticipate market share can deliver strong business outcomes from research.
Through an example in the beer category in China and India, this research paper shows how a people-centred approach, using precise drivers of brand growth, combined with predictive abilities to anticipate market share can deliver strong business outcomes from research. Brand growth is achieved through different options including optimisation of brand positioning, portfolio management, repositioning, brand stretching and innovation. This report criticises standard brand equity research, claiming that it is unable to effectively answer how a company can make brands meaningful to people and how meaningful brands can grow a business. The people-centric methodology proposed in this paper deconstructs human needs into four layers that on average explains 85-95% of brand choice, then supports this with a psychological model, which ensures that all decisions are made with consumer motivation at the centre. Then to determine the direction of a brand's growth, it identifies the brand's current Attitudinal Equity (a measure of the strength of consumers' psychological relationship with the brand) and focuses on growing it.
From the bottom of the heart: Understanding cultures for better communications
Michael Sack, Jaisy Desai and Akash Sahu, ESOMAR, Congress, Atlanta, September 2012
This ESOMAR paper looks into emotional branding, specifically the use of Visual Language to uncover the underlying motivations which very often lay trapped under social and cultural constructs.
This ESOMAR paper looks into emotional branding, specifically the use of Visual Language to uncover the underlying motivations which very often lay trapped under social and cultural constructs. It looks at a campaign for an Indian alcoholic drink brand to illustrate these points. The research period used images to reveal the subconscious decision influencers of the target audience: images extend the research participant's vocabulary, stimulate ideas and bring common feelings to the surface.
Designing the club of tomorrow: Consumer understanding guiding creativity towards success
Tom De Ruyck, Henk Eising, Thomas Troch, Filip De Boeck and Caroline Van Hoff, ESOMAR, Congress, Atlanta, September 2012
This paper outlines Heineken's development of a pop-up nightclub that was co-created with emerging designers from those of the same age group as the current generation of clubbers.
This paper outlines Heineken's development of a pop-up nightclub that was co-created with emerging designers from those of the same age group as the current generation of clubbers. Its "Open Design Explorations Edition 1: The Club" design project crowdsourced young designers from New York, Tokyo, Milan and Sao Paulo by inviting them to submit their portfolio via Heineken's Facebook page. Live portfolio presentation events in these cities resulted in the selection of 19 emerging product, graphic, fashion, interior and motion designers, who were coached by Heineken's senior design team and a selection of famous designers. The paper also outlines the final design of the nightclub as well as the implications of the project for market research and the impact on the brand.
Imagine that we can test imagination! An integrated bio-qual approach to test TV ads on a concept level
Cristina de Balanzó, Rafal Ohme and Henk Eising, ESOMAR, CEE Research Forum, Krakow, March 2012
The presentation describes the process of integrating traditional pre-testing methods with neuroscientific ones, which are based on brain waves (EEG), skin conductance (SC) and eye-tracking (ET) measurements.
The presentation describes the process of integrating traditional pre-testing methods with neuroscientific ones, which are based on brain waves (EEG), skin conductance (SC) and eye-tracking (ET) measurements. Study results are discussed with regard to the role of the emotions in advertising and the utility of combining biometric and qualitative measures for predicting brand decisions. Also shown is how such a joint effort has helped the client - Heineken International - to better understand consumers' reactions and to make important decisions for the brand.
A fresh round of drinks: Innovating beyond beer in Eastern Europe
Jonathan Gable and Yvan Goupil, ESOMAR, CEE Research Forum, Krakow, March 2012
The ongoing global recession makes it exceedingly difficult for brands to remain distinct and popular, especially in a market as competitive as the Eastern European beer market.
The ongoing global recession makes it exceedingly difficult for brands to remain distinct and popular, especially in a market as competitive as the Eastern European beer market. This presentation from SABMiller and BrainJuicer demonstrates the merits of using the natural human powers of observation and prediction in a 'We Research' approach to concept screening and Predictive Markets. At the critical concept screening stage of their innovation process, SABMiller Europe was able to efficiently test a large number of concepts across multiple markets using a common methodology. This led to the ability to select specific ideas for progression in all markets tested.
The Flipside of the Sponsorship Coin: Do You Still Buy the Beer When the Brewer Underwrites a Rival Team?
Lars Bergkvist, Journal of Advertising Research, Vol. 52, No. 1, 2012, pp. 65-73
This study investigated whether sponsorships can have negative brand effects in some subgroups in the target market.
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.
What’s changed? Does beer advertising affect consumption in the United States?
Dr Gary B Wilcox and Harshavardhan Gangadharbatla, International Journal of Advertising, Vol. 25, No. 1, 2006, pp. 35-50
Beer consumption is predominantly male in the U.S. and has increased only slightly since the 1970’s.
Beer consumption is predominantly male in the U.S. and has increased only slightly since the 1970’s. Most studies have found only weak advertising effects on aggregate alcohol expenditures but recognise positive associations with selective demand across brands and product categories. A comprehensive econometric model assessing this period revealed small but positive relationships with radio and cable advertising and per capita consumption as well as, counter-intuitively, warning labels on products.
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