New experiments exploring the impact of marketing online in conjunction with direct mail confirm that multi-platform strategies generate synergies that are likely to affect consumer responses in various stages of the search-purchase funnel.
A study on endorsers’ smiles in service-brand marketing brings new relevance to the slogan, “Service with a smile.” But which type is more effective, broad or slight? Researchers analyzed these two different types of smiles and found that they resonated differently, depending on how consumers relate to other people and the brand. Service marketers can use the study’s methods to more easily develop and test their spokesperson’s smile.
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