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Creative & Branded Content

How Brands Can Use an Endorser’s Smile More Effectively

  • JOURNAL OF ADVERTISING RESEARCH

A study on endorsers’ smiles in service-brand marketing brings new relevance to the slogan, “Service with a smile.” But which type is more effective, broad or slight? Researchers analyzed these two different types of smiles and found that they resonated differently, depending on how consumers relate to other people and the brand. Service marketers can use the study’s methods to more easily develop and test their spokesperson’s smile.

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Shoppers Like Explicit Donation Links in Cause-Related Marketing Ads

  • JOURNAL OF ADVERTISING RESEARCH

Companies increasingly target nonprofit web and social media followers by using cause-related marketing display ads on the websites of charity or nonprofit organizations. Two key formats are used: either transactional (representing an explicit donation amount that a consumer can make to the nonprofit) or nontransactional (representing online cause sponsorship). Which one is more successful? A new study has some answers.

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How Political Positioning Affects Brands

  • MSI

How much does political positioning affect a brand’s value and performance? Quite a lot, according to this new MSI working paper. It argues that business performance and firm value are driven, in part, by how closely a brand’s image aligns with that of the winning (or losing) party in a US presidential election. This goes beyond the impact of actual policy or regulatory changes. So how does a highly polarized political environment affect a brand? It presents opportunities and threats, which ultimately impact a firm’s value and performance.

Country of Origin & Willingness to Pay

  • MSI

How do consumer’s latent sentiments about patriotism, nationalism, xenophobia and “economic patriotism” affect their willingness to pay for imports? This research shows that in cases of perceived economic, political or cultural conflict with the homeland, domestic products can shore up sales by emphasizing their connection a consumer’s country of origin. A “buy local” message helps defend against imports, even from allied nations.

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Influencer Marketing: Best Practices, Trends & Covid’s Impact

Influencer marketing has grown more complex over a short period of time, and Covid has accelerated its development. Options have increased significantly while setting the right tone with consumers is perhaps more crucial than ever before. What consumers want to see is authentic relationships between brands and influencers. And the focus has shifted away from celebrities and towards niche, micro-influencers. The following Knowledge at Hand and CMO Brief cover a recent Knowledge Center report looking into the current state of influencer marketing, what the trends are, how Covid has affected this phenomenon and best practices when putting together an influencer strategy.

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How Does Guerilla Marketing Affect Shareholder Value?

  • JOURNAL OF ADVERTISING RESEARCH

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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Why Engagement Is Pivotal to Brand Heritage Advertising

  • JOURNAL OF ADVERTISING RESEARCH

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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