Ambush Marketing: New Moves and Tactics

  • Nicholas Burton (Brock University) and Simon Chadwick (Salford University Manchester)

How can you protect your brand from an “ambush”? Evolving ambush marketing tactics spurred researchers in Canada and the U.K. to undertake the task of redefining the different forms and offering practical guidance and strategies to both sides of the practice.

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Where do Supermarket Endcaps have the Most Traction?

  • William Caruso, Armando Maria Corsi, Svetlana Bogomolova, Justin Cohen, Anne Sharp, and Pei Jie Tan (Ehrenberg-Bass Institute, Univ. of South Australia) Larry Lockshin (Univ. of S. Australia School of Marketing)

Marketers and store managers invest significantly in endcaps— end-of-aisle displays intended to reach as many shoppers as possible. A seven-year Australian cross-country study analyzed where shoppers spend the most time in a store and which endcap space has the greatest potential reach. What do you think they found more valuable: front or back of the store?

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How Portrayals of Female Size Are Changing in Advertising

  • Kathrynn Pounders (UT at Austin)

When it comes to evoking female beauty in advertisements, brands and agencies are learning a tough lesson: you can’t please everyone. A body of research shows that consumers increasingly express the desire for greater inclusion and diversity in images representing body shape, and size—yet, many advertisers view moving in that direction as risky, given mixed results from other research in this area.

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