Paul D. Berger and Bruce D. Weinberg, Journal of Advertising Research, Vol. 54, No. 4, 2014, pp. 388-392
In many advertising situations, the optimal decision - how much to spend and where to allocate the advertising budget - is not sensitive to the exact functional form used in modeling the process under study.
Layla Northern, Andy Plunkett, Sam Gardner and Kathryn Boxall, MRS Awards, Finalist, December 2014
This article explains how Boots, the UK beauty and personal care retailer, used online surveys to understand how much more consumers are willing to pay for better quality service and in-store experiences.
Wim Hamaekers and Ludovic Depoortere, ESOMAR, Insights, Brussels, February 2011
Rogil's innovative Sens-Pack model combines eye tracking with verbal quantitative and qualitative research techniques which enables the prediction of the success of your packaging or category management.
György Szilágyi, ESOMAR, Retail Conference, Budapest, April 2005
The paper describes a down-to-Earth approach to optimising a retailer’s product assortment in key product categories by the combined analysis of the retailer’s internal sales information and external market data.
Susanne Schlichting, ESOMAR, Retail Conference, Budapest, April 2005
The paper presents a business case from the baby care category. It describes how the organization of the baby care shelf according to consumer/shopper needs leads to a win-win-win for the consumer, the retailer and manufacturers.
Vojtech Spácil, ESOMAR, Retail Conference, Budapest, April 2005
The paper presents the method of measuring a manufacturer’s performance in the retail outlets. Through the total shopscore index it is possible to examine the level of product inventory, position and presentation of the manufacturer’s brand.
Stephen Needel, ESOMAR, Retail Conference, Budapest, April 2005
A main feature of the category management process is the search for an optimal assortment. Improving the assortment is assumed to lead to faster turns, higher profits, and greater customer satisfaction.
Jean-Louis Laborie and Amitava Chattopadhyay, Journal of Advertising Research, Vol. 45, No. 1, Mar 2005, pp. 9-16
Although 90 percent of marketing communication investments are accounted for by investments in brand contacts, i.e., the points at which the consumer and the brand come in contact with each other, until now, there has not been a tool that allows managers to identify, a priori and from a consumer perspective, the most effective set of contacts in which to invest.
William A. Dempsey and J. Duncan Herrington, Journal of Advertising Research, Vol. 45, No. 1, Mar 2005, pp. 60-72
Coordinating and controlling advertising strategy within contractual and administered vertical marketing systems (VMSs) can be a complex task given the number of channel members involved in the process.
Raymond Pettit, Journal of Advertising Research, Vol. 45, No. 1, Mar 2005, pp. 17-18
This paper is a critique of the article 'Managing Brand Experience: The Marketing Contact Audit' by Amitava Chattopadhyay and Jean- Louis Laborie, which appears in the same issue of JAR (March 2005, Vol.
Abbie Griffin, Don E. Schultz, Deborah Zahay and James Peltier, Journal of Advertising Research, Vol. 44, No. 1, March 2004, pp. 3-18
In this exploratory study of integrated marketing communications (IMC), we bring together relational and transactional data, and sales and marketing views, to investigate whether firms can enhance their position in the market in terms of both marketing-oriented and sales-based performance benchmarks.
Allan R. Kuse and Margaret H. Blair, Journal of Advertising Research, Vol. 44, No. 1, March 2004, pp. 71-89
The intelligence, measurement, knowledge, models, and desktop “best practice” tools discussed in this article are the types of “products” being developed by the 21st-century business researchers who are determined to add quantifiable value to the business enterprise—and the fact-based support being used by the brand and agency teams that are determined to win in the marketplace, quarter-to-quarter and year-to-year.
Dan Calladine, WARC Exclusive, December 2018
Ten media and technology trends and their implications for brands, including contextual commerce, digital detox, expanding connectivity, design from data, smart out of home and experiential e-commerce.