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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.
Achieving Reach in a Multi-Media Environment: How a Marketer's First Step Provides the Direction for the Second
Jenni Romaniuk, Virginia Beal, and Mark Uncles, Journal of Advertising Research, Vol. 53, No. 2, 2013, pp. 221-230
Do the audiences reached by different media touchpoints match category user profiles? Does a second media touchpoint help reach a new audience? To provide answers, the current study analyzed 16 touchpoints across 23 data sets.
Do the audiences reached by different media touchpoints match category user profiles? Does a second media touchpoint help reach a new audience? To provide answers, the current study analyzed 16 touchpoints across 23 data sets. Audiences reached by television, gift-packs, in-store displays, and outdoor advertisements closely matched category user profiles. Most other media skewed to heavy category users. Positive word of mouth and social media also skewed to heavy brand users. This knowledge can help advertisers select media to reach certain types of buyers. Analysis of media pairs also revealed that second touchpoints tended to add more duplicate than new audience. Therefore, media should be added only after exhausting the capacity of the first media to achieve cost-efficient reach.
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.
Liquor advertising and consumption in the United States: 1971-2008
Gary B. Wilcox, KyungOk Kacy Kim and Heather M. Schulz, International Journal of Advertising, Vol. 31, No. 4, 2012, pp. 819-834
Much of the confrontational efforts in the last four decades regarding the reduction of alcohol consumption have focused on the advertising of alcohol beverages.
Much of the confrontational efforts in the last four decades regarding the reduction of alcohol consumption have focused on the advertising of alcohol beverages. Critics of alcohol beverage advertising argue that the amount and substance of the alcohol advertising results in increased consumption of those beverages. A good deal of the research that supports this viewpoint utilises either cross-sectional data or controlled experiments, and identifies advertising as one of the possible factors influencing alcohol consumption. Using time-series analyses, this manuscript examines the relationship between distilled spirits advertising expenditures and consumption in the US from 1971 to 2008 on an aggregate and brand level. This four-decade period is especially interesting because it includes a decade in which the spirits industry ended a voluntary ban of advertising on electronic media.
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.
Were You There? The research behind the innovative and award-winning Smirnoff campaign
Lyn McGregor and Oscar Martinez, ESOMAR, Congress, Atlanta, September 2012
This paper outlines the qualitative research design behind the award-winning global Nightlife Exchange Project from Diageo-owned vodka brand Smirnoff.
This paper outlines the qualitative research design behind the award-winning global Nightlife Exchange Project from Diageo-owned vodka brand Smirnoff. The objective was to bring back strong growth in developed markets such as the UK and the US as well as accelerating performance in developing markets such as Brazil by reinforcing the brand's nightlife credentials. The project used an online community and consumer co-creation workshops in the key markets to mirror the reality of the proposed roll-out of the campaign.
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.
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