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Communicating on Early Childhood Development: When market research becomes an agent of change
Christian Bourque and François Lagarde, ESOMAR, Congress, Istanbul, September 2013
This paper explains how market research informed a campaign by La Fondation André et Lucie Chagnon, a non-profit organisation focusing on childhood development in Quebec, Canada, to encourage parents to do more to help their children's development.
This paper explains how market research informed a campaign by La Fondation André et Lucie Chagnon, a non-profit organisation focusing on childhood development in Quebec, Canada, to encourage parents to do more to help their children's development. Market research was utilised by the organisation as they were addressing a sensitive subject and needed to ensure they did not alienate the target group. A range of approaches allowed researchers to understand parents' beliefs and behaviours and develop a campaign to raise awareness of the importance of children's development and how to maximise it.
Ana Alvarez and Fiona Blades, ESOMAR, Congress, Istanbul, September 2013
This paper discusses how PepsiCo, the beverage manufacturer, is developing a 'sustainable' research approach, using the example of Brazil.
This paper discusses how PepsiCo, the beverage manufacturer, is developing a 'sustainable' research approach, using the example of Brazil. Sustainability has often been neglected or meant making a donation to charity. PepsiCo took a different approach by engaging with communities in Brazil to collect information useful to the business, and then investing in community projects. PepsiCo hopes that this project will change the way teams within the company work.
The Power of Citizen-Group Public-Policy Advertising: Messages Don’t Need Third-Party Validation to Increase Salience among Pockets of Voters
Daniel Bergan and Genevieve Risner, Journal of Advertising Research, Vol. 52, No. 4, 2012, pp. 405-420
Issue advertisements are advertisements designed to change public opinion about a social issue rather than advocate or oppose a candidate or ballot question or sell a product or service.
Issue advertisements are advertisements designed to change public opinion about a social issue rather than advocate or oppose a candidate or ballot question or sell a product or service. What effect do these advertisements have on perceived importance of the advertised issue and attitudes and knowledge about the featured policy? Results from an online experiment studying the effect of online issue advertisements suggest that issue advertisements can increase the salience of and knowledge about an issue. Issue advertisements can also persuade about the merits of a policy but only among individuals without attachments to major political parties.
Stop the Music! How Advertising Can Help Stop College Students from Downloading Music Illegally
Brian Sheehan, James Tsao and James Pokrywczynski, Journal of Advertising Research, Vol. 52, No. 3, 2012, pp. 309-321
Digital-music piracy takes a heavy toll on the music industry and the US economy. Losses are measured in the tens of billions of dollars.
Digital-music piracy takes a heavy toll on the music industry and the US economy. Losses are measured in the tens of billions of dollars. College students especially are problematic, downloading more than 1 billion illegal songs per year. This paper reports on a four-phase research project. Phases I and II mapped specific motivations for the behavior and attendant reinforcements and costs. Phase III tested a variety of advertising concept statements intended to reverse the behavior. Phase IV was an in-market survey of advertising campaigns across two college campuses. Two campaigns were significantly effective in reversing music piracy among college students.
Psychological ownership: a social marketing advertising message appeal? Not for women
Judith Anne Garretson Folse, Julie Guidry Moulard and Randle D. Raggio, International Journal of Advertising, Vol. 31, No. 2, 2012, pp. 291-315
The authors assessed psychological ownership as a potential persuasive advertising message appeal in social marketing efforts.
The authors assessed psychological ownership as a potential persuasive advertising message appeal in social marketing efforts. Psychological ownership is a feeling of possession; it occurs when individuals feel that something is theirs even though they cannot hold legal title to it. Interestingly, the first study indicated advertising messages that generate psychological ownership yielded less favourable attitudes, word of mouth and willingness to pay price premiums among women. Women responded more negatively to messages that attempted to induce psychological ownership than to neutral messages. The adverse responses of women prompted the second study, in which both the psychological ownership message and cognitive capacity were manipulated. Results indicate that, in a limited cognitive capacity condition, women responded similarly towards higher psychological ownership and neutral advertising messages. Further, these effects were mediated by inferences of manipulative intent and not feelings of guilt. Theoretical and managerial implications are offered for marketers attempting to use psychological ownership as an advertising message strategy and gender as a segmentation strategy.
Tackling Mexico's obesity crisis: The role of marketing
Ivan Castano, Warc Exclusive, January 2012
Mexico has the world's largest child obesity rate and the second-highest rate among adults. In response, in 2011 Mexico's government launched a marketing campaign to change behaviour.
Mexico has the world's largest child obesity rate and the second-highest rate among adults. In response, in 2011 Mexico's government launched a marketing campaign to change behaviour. But many questions remain about the strategy the government has followed, and more broadly the role marketing can play in tackling the obesity crisis. The campaign has been criticised for not addressing the "real" problems - that most Mexicans don't understand what to eat or what constitutes a healthy diet - and there appears to be a lack of co-ordination with earlier anti-obesity efforts. The campaigns have also suffered from a lack of transparency over effectiveness results. Suggested improvements for future strategy include empowering people with the right information, target parents so kids will learn, and use multiple channels. Other considerations include food regulation.
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.
The paradox of accountability: moving away can bring you closer - a case study of community policing in London
John May, International Journal of Market Research, Vol. 53, No. 4, 2011, pp. 455-462
Public service accountability is a large and complex topic. One important aspect of the accountability of a public service provider is that they should be aware of what matters to the recipients of their service.
Public service accountability is a large and complex topic. One important aspect of the accountability of a public service provider is that they should be aware of what matters to the recipients of their service. This paper uses the Metropolitan Police as a case study to explore some of the implications of this aspect of accountability. It concludes that sometimes having fewer data points leads to more comprehensive insight than having more.
The Evolution of Services Advertising in a Services-Driven National Economy: An Analysis of Progress and Missed Opportunities
Marla B. Royne Stafford, Tim Reilly, Stephen J. Grove and Les Carlson; Insights from Rishi Bhandari and John Copeland, Journal of Advertising Research, Vol. 51, No. 1, 2011, 50th Anniversary Supplement, pp. 136-152
With services continuing to dominate the gross domestic product, the marketing and advertising of services remain a core issue in the discipline.
With services continuing to dominate the gross domestic product, the marketing and advertising of services remain a core issue in the discipline. Because of their generally intangible nature, however, services often face unique challenges in developing effective and appropriate advertising strategies. Given the importance of promotional decisions to service practitioners, an assessment of the current literature guiding services-advertising decisions is important. In 1997, Carolyn Tripp published an overview of the services-advertising literature covering a 15-year period corresponding to services-marketing’s emergence and early development. Her overall conclusion was that the services-advertising literature lagged behind the services-marketing field in general. As a result, she proposed several specific areas that needed attention and suggestions for enhancing the quality of research on services advertising. In this paper, we provide an update to this research by identifying, classifying, and analyzing articles on services advertising that have been published since 1997. Although a number of services-advertising articles seem to have heeded Tripp’s various concerns, there is still much to be done on the topic. Hence, we provide additional direction for needed areas of research in the area of services advertising.
Peer or expert? The persuasive impact of YouTube public service announcements producers
Hye-Jin Paek, Thomas Hove, Hyun Ju Jeong and Mikyoung Kim, International Journal of Advertising, Vol. 30, No. 1, 2011, pp. 161-188
To promote prosocial concerns and call attention to social problems, public service advertising practitioners are increasingly trying to involve laypeople in creating and delivering persuasive campaign messages.
To promote prosocial concerns and call attention to social problems, public service advertising practitioners are increasingly trying to involve laypeople in creating and delivering persuasive campaign messages. An emerging media channel for these efforts is websites that feature user-generated content (UGC), particularly the video-sharing website YouTube. However, despite this trend, little is known about the extent to which a public service advertising video will be more effective depending on who produced it. Accordingly, this study empirically tests the degree to which the persuasive impact of a video differs depending on whether the producer is a layperson or an expert. We draw theoretical rationales from several areas to compare the impact of a perceivably similar producer and an expert producer on attitudes towards video, issue importance and behavioural intention. We also analyse how issue involvement moderates these producer effects. Implications for consumer educators, policy makers and marketers are discussed with specific reference to social media.
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