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Targets & Segments

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
  • JOURNAL OF ADVERTISING RESEARCH

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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Connecting Across Generations

  • John Cora, VP, Sales Research, Forecasting & Measurement, Disney|ABC; Sarah Gardiner, VP, Research & Strategy, Insight Strategy Group; Jonathan Steuer, CRO, Omnicom Media Group

What if your advertising and content could appeal to your core target — and connect with other audiences as well? This research shows what unites consumers across generations today, identifying five trends that recognize consumers’ anxiety, moods, and values. The findings offer guidance to marketers and content producers who want develop messaging that resonates deeply and broadly.

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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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Are Black Media Overly Targeted to Black Audiences?

  • Morgan E. Ellithorpe, Michael Hennessy, Amy Bleakley
  • JOURNAL OF ADVERTISING RESEARCH

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; Journal of Advertising Research

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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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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Multicultural Millennials: Will They Buy or Boycott?

  • Devi Shah, Digital & Multicultural Insights Manager at Colgate-Palmolive
  • ARF COUNCIL RESEARCH

How do Millennials respond to brand advertising that incorporates social causes? A set of recent studies quantifies how important ads with social cause messages are to Millennials, speaks to how multicultural Millennials relate to them, and outlines best practices that brands can use to connect with this growing segment.

Plurals and Millennials in a Cross-Platform Universe

  • Mark Loughney
  • Turner Broadcasting System

Plurals, the population born after 1996, differ from Millennials in multiple ways, e.g., they demand more choice and explore tech more readily and impatiently. As a result, marketers need to understand implications, such as recognizing that developmental abilities among age groups within Plurals affects device usage and their need for social currency rises with age.

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