New data tools and analysis systems are changing the way advertising campaigns are planned. Instead of modelling only the past, they are enabling us to explain consumer behaviour almost in real time, ...

The article discusses the development of `social media, which are based on creating and sharing conversations and relationships, and considers how brands can behave effectively in this context. The be ...

Too many brands are trying to combat the recession with excessive price promotion, which will do long-term harm to many categories, leading to commoditisation and erosion of brand loyalty. Some brands ...

The article discusses the use of licensed properties (characters) in marketing brands to children. The problem is how to link the emotional value of licensed characters effectively with the brand. The ...

The article discusses `flashbulb’ memories: the vivid memories people retain of crucial events such as 9/11 or Princess Diana’s death. What are remembered are not so much the events themselves but the ...

US consumers fit into six lifestyle segments, and success for brands lies in targeting the right segment. The six lifestyle groups are labelled and typified by `poster people’: the unmistakeable (Pari ...

The article discusses how to capture and measure consumers’ emotional responses, e.g. to advertising. There are five levels. 1) Ask people how they feel. 2) Get them to respond to images (e.g. selecti ...

The article discusses consumer segmentation and the importance of targeting a product only to those who want it. A segmentation study for Delphine, a major women’s fashion label, is described. Women w ...

The article discusses the various forms of `behavioural advertising’, whereby internet users are sent information which may be relevant to their particular `segment’ (determined from their web browsin ...

The article argues the importance for brands of embracing and properly measuring their online impact, especially in social media. What to look for is discussed (a checklist is given). Advantages and d ...

The article details advice for a research agency which is finding it hard to get its new approach (to evaluating and developing integrated communications ideas) accepted: those to whom it is presented ...

This article discusses the marketing of HFSS (high fat, salt and sugar) brands to children. It is banned from children’s programming and under increasing legislative and other pressure. The current le ...

The article reports research among young people studying a) their aspirations and concerns (and the place of commercial products within them), b) attitudes to advertisements. Results suggest that mate ...

The article discusses the ethics governing research among children. It must comply with ethical standards as well as international law (including the United Nations Convention on the Rights of the Chi ...

The article discusses the reasons why asking direct questions in market research surveys can give unreliable results. Memories are not stored in perfect detail, only the parts of perceived importance. ...

The author argues for the importance of brand valuation. Brands with high values or strengths are proved to be the best survivors in recession: they not only generate higher sales and price retention, ...

Banks have become distrusted by their customers and, to regain that trust, must rebrand themselves; this will be hard. Customers will no longer rely on their advice alone; new styles of more accessibl ...