Purchase Consideration

  • Article

Audience Trends for Products with Supply Constraints

IRI’s Michael Tscherwinski addressed the challenges marketers are facing due to supply-constraints and provided a best-practices playbook for unlocking opportunities. IRI’s 2022 outlook on product availability predicts continued challenges. Inflation, supply chain issues, as well as the war in the Ukraine, impact the operations of CPG companies. Category out-of-stock conditions are widespread, and many CPGs are pausing media. However, Procter & Gamble, one of the largest advertisers in the world, stated that it would continue to invest in marketing.

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What a Product’s Weight Conveys to Consumers

  • Marketing Science Institute

A product’s shape, packaging or logo contributes to consumer understanding and reactions to that product, previous research has found. But what impression does the perceived weight of a product convey and how can this be used for advertising and marketing purposes? Researchers Priya Raghubir, Lu Yang and Dengfeng Yan looked into this and discovered that consumers use a stability heuristic for weight judgements. Shorter, broader objects are judged to be heavier and thus are considered more stable. And when it comes to food items, weight also plays on such things as calorie assessment.

Do Sustainability Claims Help New Products?

  • MSI

Claims of sustainability may seem like a significant advantage for a product. But unless they are portrayed right, such claims often fizzle and anemic sales result. One of the consumer attitudes purveyors must account for is that such products sacrifice quality for sustainability. One way to offset this preconception is to highlight the product’s innovative qualities. Communicating the brand’s commitment to corporate social responsibility (CSR) is even more helpful.

Building Brands: Psychological and Media Drivers of Marketing Effectiveness (Event Summary)


Building successful brands require a deep understanding of why consumers behave the way they do and the associated media drivers. The Advertising Research Foundation and the IPA /EffWorks Global 2020 partnered to share our most relevant research, case studies and keynotes from Marketing Effectiveness leaders. Editor’s Note: The full summary is available to members only.

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  • Article

Major Changes in TV Ad Categories

Editor’s Note: Here are two related articles on adverting during this crisis. First, a report on the enormous change in TV ad categories from February 24 to April 6, with unprecedented spikes in Government & Services as well as Advocacy & Corporate, while ads for Cars and Entertainment declined. The second report reveals an unexpected boost in the number of brands since the start of the COVID-19 pandemic, and explores the reasons for this development Advocacy and corporate reputation television ads are spiking, while other industries continue to pull back spend, according to data from Advertising Analytics. Why it matters: Brands are expected by consumers to address the coronavirus issue in a direct and empathetic tone. This means that any messaging that a company would typically do around sales that would place their ads in a different category, like retail or entertainment, have likely been cut or replaced by messaging around corporate responsibility or advocacy linked to the virus. The big picture: Advocacy, or any type of cause and appeal advertising, usually recedes during election years, because corporations and interest groups like to hold off messaging to lawmakers until elections are over and they know which party will control Congress and the White House. Between the lines: More brands are flocking to television than this time last year, owing to more people watching TV, according to data from iSpot TV. The chart shows the Change in TV ad airings by select industries. Data: Advertising Analytics; Chart: Andrew Witherspoon/Axios, NOTE: Data reflects ad airings in top 25 media markets Source: Fischer, S. (2020, April 21). 3. Media industry sees advocacy avalanche. Axios.

Data company iSpot.tv, which does always-on, real-time tracking of essentially every commercial that airs on U.S. national TV, has been conducting a detailed study of how marketers have been shifting their TV ad budgets as the coronavirus pandemic has escalated and over time. Here’s one of the most striking findings: Nearly 26 percent more brands—1,247 more—are advertising on TV today vs. a year ago. iSpot looked at national advertising from March 14 through April 12 and logged creative by 6,126 different brands. (March 14 was selected as the starting point because it marked the first Saturday at the start of pandemic lockdown without live sports broadcasts.) In 2019 during that same date range, 4,879 brands advertised on national TV. Why this is happening: First, with the disappearance of lots of high-priced live-sports ad inventory, networks suddenly have a lot more lower-priced inventory that’s accessible to a wider range of marketers. Second, networks, even before the pandemic, were expanding their offerings to marketers—in some cases offering more budget-friendly entry points—to better compete with digital behemoths Facebook and Google. Source: Dumenco, S. (2020, April 17). More Marketers are Flocking to TV, the Pandemics Data Gap and Millennial Misery. AdAge Datacenter Weekly: Ad Age

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  • Article

Why There are More Brands on TV Now

Editor’s Note: This report from survey research firm Morning Consult shows two of the slides in their section on “Communications” (focusing on advertising). The much broader results, on a panoply of topics, are available via the link below.  Weathering the Storm Brand Management in the COVID-19 Era   Source: Morning Consult (2000, April). Weathering the Storm. Morning Consult.  

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Strategies for Scientific Claims in Cosmetics Ads

  • Jie G. Fowler (Valdosta State University), Les Carlson (University of Nebraska) and Himadri Roy Chaudhuri (Institute of Management Technology, Ghaziabad, India)

Advertisers of cosmeceuticals—cosmetics that have potential health benefits —have had little guidance as to the types and frequency of scientific claims they make in their advertisements. This study offers a typology of such claims as well as insight into how the targeted consumer perceives them when making a purchase decision.

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Experts Share New Shopper Marketing Approaches


Shopper marketing change is rampant! The good news: disruption is creating opportunities – not just challenges – and the industry is responding with new approaches to increase market share and revenue. Learn how leading brands and other experts are engaging consumers and building growth in this 2019 ARF SHOPPERxSCIENCE event summary.