Brand heritage advertising can boost attitudes about a historic brand’s authenticity, with legacy scenarios and logos positively affecting purchase intention and trust. But a new study has found that heritage advertising can also distance the consumer from the brand—specifically reducing its uniqueness and thus people’s willingness to pay more—unless it actively engages the consumer.
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The Organizational Benchmark Survey investigates the changes in advertising and marketing research over the past year. This is the first of an annual series. The consultancy report covers a variety of subjects, including the names of their research departments and their structures, whether they are centralized or decentralized, their spending and KPIs, what skills researchers need and what tools they employ, and how satisfied they are with their department.
Relevant key performance indicators (KPIs) have become increasingly important over the last decade for evaluating the impact of marketing and media spending. Today, numerous companies offer products that measure “ROI” and “lift,” But, for many, it is difficult to differentiate them. This prompted the Online-Offline Metrics Working Group of the ARF’s Cross-Platform Measurement Council to create: The Guide to Lift and ROI Measurement Products. This comprehensive report highlights the product offerings of 27 companies in the space.
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