How long can large- and medium-size brands, with stable sales histories, afford to halt broad-reach advertising? The answer, according to a new study, is about two years before sales and market share start to shrink. Those brands are the exception. Previously declining brands, especially small ones, will see sales drop even further when going dark for a year.Member Only Access
Adding to research that scrutinizes sponsorship spending, this study asked: Are sponsoring brands wasting money? The focus: Major League Baseball sponsorship and four dimensions of brand equity. Researchers used the expansive BrandAsset Valuator database to reach their conclusions. A major finding: Brand personality matters. Strong personalities tend to overspend, while ‘boring’ ones can hit the ball out of the park.Member Only Access
A new survey by Horowitz explored reactions to culturally relevant ads and found support--not only in the group addressed by such advertising, but also among the “total market.” This is an excerpt from "State of Consumer Engagement 2020” by Horowitz Research, a May 2020 survey (N=1,601). Here are results regarding Asians in the US. The report also addresses advertising to Blacks and Hispanics. Source: Horowitz. “State of Consumer Engagement 2020” report. Horowitz Research (Subscribers only)Member Only Access
Brick-and-Mortar vs. Ecommerce Holiday Forecast “This growth rate is the lowest since 2008, when the holiday season was in the throes of the financial crisis,” said Andrew Lipsman, eMarketer principal analyst at Insider Intelligence. “Nevertheless, it’s a positive story to achieve growth at all, given the current economic backdrop,” he said. But the diverging storylines between retail channels couldn’t be starker. Brick-and-mortar sales—which will account for 81.2% of total US holiday retail—are expected to decline 4.7% this holiday season, while ecommerce will jump 35.8%. Source: eMarketer Editors (2020, October 26). How Has the Pandemic Affected Our Brick-and-Mortar Holiday Forecast? eMarketer _______________________________________________________________________ Brands and Corporate Responsibility Morning Consult conducted a survey Sept. 11-13, 2020, among 2,200 nationally representative U.S. adults, to deep-dive on Americans' changing expectations around brands’ engagement with politics, the issues consumers care most about as they relate to corporate social responsibility, political activism and the role brands should play as the political environment rapidly changes. Source: Morning Consult (October 2020).Great Expectations: The Evolving Role of Companies ina Post-Election World. Morning Consult.Member Only Access
A global panel of experts synthesized their work published in the Journal of Advertising Research September edition (60,3). Presentations investigated speech rates in audio commercials; targeting and brand loyalty in digital media; differences in how consumers and advertising professionals assess creative; and segmentation considerations in CSR advertising. In the Q&A that followed, the speakers connected insights from their research to the extraordinary events of 2020. Editor’s Note: The full summary is available to members only.
Brands with more politically progressive audiences might see greater boosts in their favorability ratings tied to voter engagement initiatives, according to a survey, conducted Sept. 25-27 among 2,200 U.S. adults.The researchers think that even companies that serve wide ranges of consumers likely won't alienate conservative shoppers if they put forth a pro-voting message. In fact, as these sorts of corporate pushes become more common, marketing and political experts say, brands that stay silent on the topic of voting could risk attracting negative attention, as they appear to be less civically engaged than those working to get out the vote. Read the Full Article Source: Meyers, A. (2020, October 7). For Brands, Getting Out The Vote Can Also Mean Getting Into Consumers' Good Graces. Morning Consult. Member Only Access
AudienceXScience: Keynote - Collecting Data During a Global Pandemic (Monday - 9/21/20) With the arrival of the COVID-19 pandemic, the US Census Bureau’s leadership had to think outside the box. Learn how the agency modified its work, all while maintaining operations, releasing data products and continuing to serve the data-user community during this unprecedented time. Dr. Ron Jarmin – Deputy Director and COO, U.S. Census Bureau AudienceXScience: Why Driving a Strong Brand Still Matters (Monday - 9/21/20) In today’s uncertain times, consumers are looking to Brands to respond in appropriate ways to address their health and economic issues. How have brands pivoted in their marketing journey? Has it changed from the previous, highly activation-focused approach? Today, does having a strong brand matter? And, do we need to drive it with marketing investments, or is delivering appropriate experiences enough? At the heart of these questions is marketers’ ability to assess and quantify the value of a strong brand and understand what marketing can do to improve brand equity. Abby Mehta – SVP, Marketing Analytics & Insights Executive, Bank of America
In this fascinating presentation, Dr. Emmanuel Probst, SVP of Brand Health Tracking at Ipsos and author of Brand Hacks — How to Build Brands by Fulfilling the Human Quest for Meaning, covered the major thrusts of his book and research and how it relates to the current pandemic. He made sure to impress upon viewers the importance of brands building upon meaning. Since we live in such dark times and consumers are consuming more media, it’s important to convey positive emotions in ads, stand out, be authentic and connect, even daily, to your brand’s purpose. Although if the brand doesn’t have a purpose, that’s okay too.Member Only Access