Lee Markowitz, Lucy Balbuena Robles, Paul Crowe and Helen Wing, ESOMAR, Congress, Nice, September 2014
This paper explores the role of marketing in the success of a new product innovation, answering the question of whether good products rise or fall only on their own merit, or whether skilful marketing can nurture a product to success.
Mark Sareff, Pippa Kulmar, Adam Beaupeurt and Sarah Faraday, The Communications Council, Silver, Australian Effie Awards, 2014
This case study explains how KFC, the fast food chain, created a mobile app to boost afternoon snacking sales in Australia.
Lisa Aitken, The Communications Council, Bronze, Australian Effie Awards, 2014
This case study describes how Parmalat, the international dairy corporation, sought to build a national flavoured milk brand in Australia following its acquisition of the OAK milk brand.
Graham Alvarez, Matt Walters and Jill Cummins, The Communications Council, Bronze, Australian Effie Awards, 2014
This case study explains how The Smith's Snackfood Company repositioned its 'Thinly Cut' chip brand in Australia to save it from deletion, by communicating a 'healthy' message in a humourous way.
Matt Hunt and Phil Barden, Admap, September 2014
This case study explains how Hovis, the UK baker, used implicit response testing to understand what drives purchase intent in a low-involvement category.
Stephen Springfield Sr and Aaron Reid, Admap, September 2014
This case study describes how PepsiCo used implicit response testing to create a roadmap for the extension of its Doritos snack brand.
Stephen Whiteside, Event Reports, ARF Audience Measurement, June 2014
This event report explains the results of a study conducted by CBS, The Kellogg Co.
Karine M. Charry, International Journal of Advertising, Vol. 33, No. 3, 2014
Although many scholars have raised concerns about product placement directed at children, the practice may offer interesting outcomes when used for pro-social objectives. This study investigates the effectiveness of placements promoting the consumption of fruits and vegetables.
Eunji Cho and Seung-Chul Yoo, International Journal of Advertising, Vol. 33, No. 3, 2014
The aim of this study was to investigate the effects of violent TV programmes on the effectiveness of advertising aimed at children. Using an experimental method, this study found that violent programmes elicit a high level of excitation among kindergarten attendees, which substantially enhances their advertising effectiveness.