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segmentations

What Drives Consumers to Share Their Data in Addressable TV?

  • JOURNAL OF ADVERTISING RESEARCH

Addressable advertising on television enables better targeting and measurement of TV ad campaigns, but gaining access to consumer data is essential for its effectiveness and development. So, what can advertisers do to make people more willing to share their data? New research offers insights into developing personalization initiatives aimed at alleviating privacy concerns.

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  • Article

Leveraging Purchase Signals to Drive Growth

Sharing their cross-channel campaign evaluation using IRI’s household lift studies, Lisa Mulyk and Liz Ryan from IRI illustrated the strengths of purchased-based data and targeting across brand portfolios. Creative messaging and sales for “must have” and “nice to have” products were examined, comparing the broader affinity, lifestyle and demo audience against the more specific purchase-based audience. Determining that not all audiences worked for the campaign strategy, they found that, although a portfolio strategy worked best to drive household penetration and engage the full gamut of potential buyers, the campaign would have been more successful in targeting purchase-based consumers.

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Risk Resonates with Youths in Marijuana Counter-Marketing Campaign

  • JOURNAL OF ADVERTISING RESEARCH

After becoming the first state in the U.S. to legalize marijuana, Colorado launched a counter-marketing campaign aimed at discouraging those under age 21 from using the drug. Preliminary results from a study of the campaign show how it reshaped Colorado youngsters’ perceptions of pot use by focusing on fact-based risk messaging, revealing insights into the attitudes and behaviors of this demographic.

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What Drives Consumers to Follow Influencers?

  • JOURNAL OF ADVERTISING RESEARCH

Influencer advertising is on the rise, yet we know little about what prompts consumers to engage with the “star of the show”. A new study identifies six particular consumer segments that follow influencers, uncovering why they do so and how they react to influencer content—insights that serve as a guide to managing influencer/endorser relationships.

  • Article

JAR: Modeling Cultural Mindsets with Endorser Origins to Predict Brand Attitudes

An endorser’s native origin can trigger brand reactions in consumers due to their cultural predispositions. New research in this area has revisited ethnocentrism and xenocentrism, not as diametrically opposed mindsets but as ones coexisting in dynamic configurations, with each mindset expressed or suppressed as a result of origin cues from brands and endorsers. The resulting models provide blueprints for predicting favorable attitudes, by aligning targeting and messaging strategies with appropriate mindsets and origin cues.  Read the article.

Modeling Cultural Mindsets with Endorser Origins to Predict Brand Attitudes

  • JOURNAL OF ADVERTISING RESEARCH

An endorser’s native origin can trigger brand reactions in consumers due to their cultural predispositions. New research in this area has revisited ethnocentrism and xenocentrism, not as diametrically opposed mindsets but as ones coexisting in dynamic configurations, with each mindset expressed or suppressed as a result of origin cues from brands and endorsers. The resulting models provide blueprints for predicting favorable attitudes, by aligning targeting and messaging strategies with appropriate mindsets and origin cues.

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What Drives Media Users to Multitask?

  • Helen R. Robinson and Stavros P. Kalafatis, both at Kingston Business School
  • JOURNAL OF ADVERTISING RESEARCH

Given the prevalence  of multi-tasking among media users, planning multimedia advertising campaigns is more complex than ever. This study introduces a typology that identifies three types of multimedia users, each with its own distinct patterns. Practitioners can use this tool to increase the accuracy of targeting in an otherwise elusive digital native audience.

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Appeal Predicts Gay Inclusive-Ad Outcomes

  • Bradley J. Bond and Justine Rapp Farrell (both at University of San Diego)
  • JOURNAL OF ADVERTISING RESEARCH

When gay couples are featured in an ad, advertising appeal can be more important than sexual orientation in predicting consumer behavior—specifically with intentions to purchase and recommend a brand or product—according to research at the University of San Diego.

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How Political Ideology Drives Response to LGBTQ Imagery

  • Gavin Northey (Griffith University, Gold Coast Campus), et.al.
  • JOURNAL OF ADVERTISING RESEARCH

We know from prior research that different consumers give  different emotional responses to ads that show images of gay men and women. New research shows evidence that political ideology is a key determinant, suggesting that marketers consider geopolitical segmentation and targeting to reduce potential negative outcomes to sales.

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Target Multicultural TV Viewers by Program Genres

  • J. P. James (Salem State University) and Tyrha Lindsey-Warren (Baylor University)
  • JOURNAL OF ADVERTISING RESEARCH

Myths abound about planning and buying TV to reach multicultural audiences. The study seeks to dispel them, as it calls for targeting these increasingly valuable audiences by program genres instead of by the networks associated with ethnic groups and insists that the industry needs a new measurement standard in this area.

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