One way for smaller brands to save money on advertising is to use their customers and employees as endorsers, rather than spend big bucks (and risk fame fallout) on a superstar. So, which type of noncelebrity endorser is most effective, and under what circumstances? Findings from European researchers offer practical solutions to these questions.
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Conversations with Great Minds virtually celebrated the 2021 Great Mind Awards with interviews of the individual winners of the Chief Marketing Officer(CMO) Award, Alvaro Luque, and the Erwin Ephron Demystification Award, Alice K. Sylvester.
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Identity resolution providers use disparate datasets to link information about individuals and households. This is done to target, activate and measure the reach and effectiveness of advertising campaigns. Several different providers perform this function, currently. Yet, the details of it have received little attention. Now, the ARF’s Identity Resolution Working Group, within the Cross-Platform Measurement Council, has issued a report which includes interviews with executives from 20 identity resolution providers. The report sheds light on this crucial part of the advertising ecosystem.
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Can adding an Internet of Things (IoT) channel help augment retail sales? A new MSI working paper states a resounding “Yes,” but with some caveats. This boost comes primarily from existing consumers and only for certain kinds of products. Adding an IoT channel adds additional benefits, however, including the ability to evaluate consumption patterns, which can ultimately improve supply chain and other operations.
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Marketers under pressure to demonstrate how expenditures drive shareholder value will appreciate these new findings. Canadian researchers investigated guerilla marketing’s potential impact on a company’s stock price. In the first study of its kind, such campaigns were found to either boost or depress company shares, depending on the form of the appeal (emotion versus rational) and its mix with product types.
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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.
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