Targets & Segments

Are Black Media Overly Targeted to Black Audiences?

  • Morgan E. Ellithorpe, Michael Hennessy, Amy Bleakley

While movies and TV programs with predominantly Black casts tend to be targeted to Black audiences, they often reach a broader audience. This study examines how Black and White teens perceive Black-oriented content. It found differences that suggest changes in how Black-oriented content is marketed.

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How the Post-Millennial Generation Differs

  • Duncan Southgate, Kantar Millward Brown

Marketers seeking proof that they can’t ignore how Gen Z’s media attitudes and behaviors differ from those of older generations need not look further. This study, published in the Journal of Advertising Research, shows that marketers should adopt a new approach for Gen Z, including addressing factors such as ad blocking behavior, creative preferences, and need for novelty.

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Location Analytics Improve Bank Marketing Strategies

  • V. Marastoni-Bieser, VP, Marketing, Cuebiq; J. Cheris, VP of Business Intelligence, Sterling National Bank; C. La Sala, Director, Retail Bank & Mortgage Decision Mgt., Citibank

Location analytics can help banks better map and measure the consumer journey. But how many banks – and other marketers – capitalize on them? Research from mobility and location intelligence company Cuebiq offers suggestions that can power bank marketing to a new level and provides guidance to all who seek to cash in on using location analytics to improve marketing outcomes.

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Marketing to Hispanics

Marketers have become increasingly aware of how important it is to understand the characteristics and dynamics of the Hispanic market – the fastest growing segment of the U.S. population. But what are the Hispanic segment’s media behavior and ad receptivity?

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Does Brand Equity Matter to Financial Services Brands?

  • Anne Rivers, Managing Director, BAV Group

How can financial services brands can break away from the relatively low value associated with the financial category overall? Raising the salience of key factors – from customer care to friendliness to being straightforward – can create valuable emotional commitment that financial services brands can bank on to raise their brand equity and, thereby, their success.

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How “Truth” Can Teach Us About Motivating Gen Z

  • Donna Vallone, Alexandria Smith, Tricia Kenney, Marisa Greenberg, Elizabeth Hair, J. Cantrell, Jennifer Rath, and Robin Koval

A tall order: motivating resistant Gen Z’ers to give up ingrained behavior and encouraging them and their peers to influence change. This case study of how the “Truth” campaign shifted attitudes and behavior about smoking provides valuable guidance to all marketers who target teens and young adults.

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