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Targets & Segments

How Consumption Capital May Explain Brand Preferences

  • MSI

Consumer packaged goods have experienced increasing fragmentation in recent decades. This is most often attributed to millennials’ preference toward smaller and seemingly more “authentic” brands. But is this true? New research suggests that generational differences in “consumption capital” may be an even more significant factor. This is based on the range of products available over time.

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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.

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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Are Non-Local Sports Fans Bigger Sponsor Patrons than Locals?

  • JOURNAL OF ADVERTISING RESEARCH

Fans who travel far to sporting events may be more valuable to sponsoring brands than previously thought. A research model tested against a cycling field study shows that “faraway” fans are more knowledgeable about the sport than locals, identify more strongly as a fan of the sport and have greater event attachment, potentially increasing their desire to support sponsoring brands.

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Cross--Platform, Millennial Style

  • Emily Bockino; Christian DeBonville
  • ESPN

To score with sports fans marketers need to take their targets’ different sports consumption habits into account. ESPN’s analysis of advertising and entertainment content across platforms showed differences by age, gender, marital status, and number of platforms used. One example: Millennials consume more on mobile and in magazines than do older ESPN audiences.

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Differences in U.S. Hispanic TV Viewing and Preferences By Generation

  • Brian Hughes and Jake Beniflah
  • MAGNA GLOBAL; Center of Multicultural Science

Sharp differences in TV viewing and preferences occur among first, second, and third generation U.S. Hispanics. The length of time spent in the U.S. affected habits among first generation Hispanics. For example more third generation Hispanics report not watching broadcast TV at all than report watching any of the Spanish-language networks.

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An Experiment in Understanding Kids Cross-Platform Consumption

  • Katie Artemas and Nicole Tramontano
  • Star Com; Turner

It used to be that kids say the darndest things. But in today’s cross-platform media world, are kids watching the darndest things? Well they’re certainly using every device possible to watch whatever they wish. A CIMM committee sponsored this study with TiVo and RealityMine, and learned that kids consume it all – live TV, time-shifted TV, tablets, and smartphones.

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