Advertisers should understand consumer views on the environmental impact of different media channels when they develop campaigns, according to a study published in the Journal of Advertising Research (JAR).
As circumstances change, so too do people’s needs and values, and it’s in understanding those shifts that brands and business can successfully evolve to meet changing consumer mindsets, says Olivia Stancombe.
Yoon-Joo Lee and Eric Haley, Journal of Advertising Research, Vol. 60, No. 3, 2020, pp. 271-289
This study investigated the effects of consumers' underlying value orientations to determine whether consumers respond differently to corporate social responsibility (CSR) initiatives depending on age.
Claudia A. Rademaker, Marla Royne Stafford, and Mikael Andéhn, Journal of Advertising Research, Vol. 60, No. 3, 2020, pp. 290-304
This study underscores the importance of considering a medium's broader effects. Research demonstrates that a medium's perceived eco-harmful impact affects communication effectiveness because a medium itself can act as a constituent of the message.
The Covid-19 global health crisis has resulted in a reset for many brands. Pre-pandemic, most businesses’ marketing started from the perspective of ‘what is the opportunity?’ But in a world changed and cowed by coronavirus, many companies have shifted so their marketing starts from the point of view – ‘how can we help?’ People are looking for something more from brands, a more genuine relationship that recognises the wider impact of our changed situation.
The Campbell Soup Co., the food manufacturer, is mixing a series of “non-negotiable” principles that apply throughout its operations with brand-specific strategies as it develops purpose-driven efforts.
With international travel still up in the air, how can brands in Thailand reset marketing strategy to better connect with COVID-impacted local consumers? WARC's Asia Editor, Gabey Goh, introduces a deep-dive into the insights you need to know.
Euromonitor Strategy Briefings, August 2020
For lifestyle brands, relevance remains critical, but will be more elusive – consumers that spend more of their time at home will socialise differently, need different products, and will engage brands differently.
Looks at the growth of the health and wellness sector and how smart technology is changing the category, as it has made it easier for consumers to monitor their health and track their fitness goals and has raised expectations of health and wellness brands.