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Animated and rotoscoped characters in television commercials can affect consumers differently than live actors. But in direct-to-consumer ads for prescription drugs (which convey risks and benefits), can these characters alter the ways people process the information and therefore, their perceptions about the brand and the ad? A new study has some surprising findings and opens the door to further research.
In a study on formatting characteristics in direct-to-consumer, prescription-drug advertising, the adage ”God is in the details” rings loud and true. TV and online video ads use superimposed text to convey additional information about a drug’s risks and benefits. But, researchers asked, how much can details like text size and contrast affect awareness and attitudes? View article.
In a study on formatting characteristics in direct-to-consumer, prescription-drug advertising, the adage ”God is in the details” rings loud and true. TV and online video ads use superimposed text to convey additional information about a drug’s risks and benefits. But, researchers asked, how much can details like text size and contrast affect awareness and attitudes?
The public's view of most industries has improved since the beginning of the pandemic. However, social media companies rank in the bottom 10 of the list and are viewed slightly less favorably now than before the pandemic.
The poll ranks the 100 most visible brands in America, and is based on Harris Poll research. Companies were rated by 34,026 U.S. adults from June 24-July 6.
The public's view of almost every industry has improved since the beginning of the coronavirus pandemic. Industries with a prominent role in life under quarantine have seen especially big jumps.
Why it matters: Businesses in America were already undergoing a transformation from being solely focused on profits to being focused on values as well. The pandemic has expedited that shift, and consumers are responding favorably to it.
Details: Consumers in the poll scored the top 100 companies across 7 qualities: Affinity (trust), citizenship, ethics, culture, vision, growth and products and services. Affinity is weighted higher than all other categories.
Leading the index are companies that have focused on solving problems related to the coronavirus.
Grocers, including Publix, Wegmans and Kroger, are among the highest-ranking companies, as are delivery companies like Fedex, Amazon and UPS.
Consumer packaged goods companies that focus on cleaning and kids, like Clorox, Hersey's, Disney and Procter & Gamble Co. ranked in the top 25.
Pharmacies, including Walgreens and CVS, also scored well on consumer trust, culture and ethics.
According to the poll, 75% of consumers agree that generally speaking, during the pandemic and related shutdowns, "companies were more reliable than the federal government in keeping America running."
What's next: Overwhelmingly, the poll finds that consumers approve of companies that address social and societal issues.
Source: Allen, M. (2020, July 30). 1 big thing…Axios Harris Poll 100: Corporate trust soars during pandemic. Axios.
This webcast presented by W2O Group brought together experts from Swoop and IPM.ai, Takeda and Twitter Client Solutions - Health to discuss some of the new methods and technologies that are making precision marketing possible for health care companies—especially the use of clinical and claims data to identify and target both HCPs and consumers with relevant marketing while protecting patient privacy and HIPAA compliance. Editor’s Note: The full summary is available to members only.
Member Only AccessEditor’s Note: The data below are based on a survey conducted by C+R Research in partnership with the Ad Council
Source: Ad Council and C+R Partners (2020, April 8). Coping With COVID-19: C+R Partners with the Ad Council for Ongoing Coronavirus Research.
Key findings: