Search

This document provides summaries of four research articles related to marketing strategy. The first article discusses how ad-blocking software can actually be beneficial for advertisers and publishers, as it filters out consumers who are less responsive to advertising and allows for better targeting of the right consumers. The second article explores how cultural characteristics influence consumer engagement with online ads, with some consumers more likely to click for more information and others more likely to share the advertisement. The third article examines the impact of adopting mobile payments on retailers' firm value, finding that retailers who incentivize customers to use mobile payments can see increased value. The fourth article discusses the potential drawbacks of positioning products as addressing both personal and professional needs, as it can inadvertently evoke work-life conflict and lower consumer interest. [Extracted from the article]

The article discusses how marketers lure consumers into the false sense of losing weight through their lefty claims in advertisements. It notes that marketers understand the desperation of their clientele, including how to play to that market. It adds how consumers who have heard the health messaging understand the risks of being overweight and obese and become vulnerable to those types of claims.

The article discusses the growing trend of podcasts in the advertising industry. Topics include information on the career of Brooke Gittings as host of true-crime podcasts, an increase in podcast fans in U.S. homes according to Nielsen's podcast insights report for the 2017 third-quarter, and the estimated advertising spending on podcasts in 2015 based on data compiled by Pew.

An interview with Andrew Essex, chief executive officer (CEO) of media company Tribeca Enterprises and author of the book "The End of Advertising," is presented. Topics discussed include Essex's explanation of the difference between bad and good advertising (ad), how advertisers are providing value or annoying their audience, and the impact of ad blocking on the industry according to Essex's book.

The article explains the importance of checking marketing materials for errors. The author urges companies to review promotional materials carefully, even if they have been produced and submitted by a third-party advertising company. The article explains that these errors can cost the company monetarily and in reputation. INSET: PURPOSEFULLY WRONG.

The article presents a list of 1999 Directory of International Research Firms. ACNielsen BASES International Research Division expertise in concept/product research and optimization, market segmentation/structure studies, image studies, need-gap analysis, usage and attitude studies. Acrobat Results Marketing Inc. specializes in high quality data collection for the international marketplace. Ad Hoc Research is a full service company that deals in marketing research, qualitative and quantitative research.

The article profiles the top fifty marketing/advertising/opinion research firms in the United States. It includes AC Nielsen Corp., Cognizant Corp., Information Resources Inc., Arbitron Co., PMSI/Source Informatics, Westat Inc., Maritz Marketing Research Inc., and NFO Research Inc. Westat Inc., Rockville, Maryland is an employee-owned company, founded in 1961. Revenues in 1996 were $146.5 million, up 18.19%over 1995. ASI Market Research Inc. is a Stamford, Connecticut-based company that was founded in 1962. Revenues in 1996 were $22.3 million, up 27.3% over 1995.

The article presents insights on how marketers deal with online outrage, including the effect of online outrage on brands. Topics include a study of angry posters during outrage situations, criticisms to an advertisement for the supplement brand Protein World, and comments from Kimberly Legocki, one of the study authors.

Offers guidelines for creating effective advertising slogans. Factors to be considered by advertisers when creating slogans; Challenges associated with the use of television as an advertising medium; Examples of popular advertising slogans in the U.S.

The article stresses out the importance of effective advertisements in marketing. The author views that marketers who create failing ads actually defend the theory that marketing wastes money. He stands by the contention that any ad should be judged for the overall working of its many elements, including headline, graphics and body copy. One of the classic technique in advertising is the news-you-can-use strategy in ads. Effective strategies in marketing should be employed to attract the attention of the consumer and eventually create profit.

The article reports on how several companies are using the election season as a way to promote their products as well as encourage voters to exercise their rights in 1992. Companies such as Coors Brewing Co., Reebok and the Body Shop has engaged in election marketing, targeting voters particularly between the ages of 18 and 24, exhorting them to vote and in the process exposing them to their products. Some companies joined up with other nongovernmental organization and conducted voter registrations inside their stores.

The article discusses the shift in marketers' preferences in reaching out to their audiences. Marketers are now into music marketing as an alternative to sports marketing. Precipitated by the successes of Coca-Cola's Julio Iglesias world tour and Pepsi's Jacksons Victory Tour, music marketing cuts across consumer demographics according to James Vail, Vail Group Inc. president. With the improvement of musicians' public image, an explosion in music marketing is in the offering.

The author discusses imitation of Western practices which is no longer used by Chinese managers in marketing. Topics discussed include discussions on development of marketplaces by Chinese managers, tools and approaches of Western companies to establish in the Chinese market, and marketing and advertising by young women.

The article discusses the value of international trade shows for marketers. Topics include the unique value offered by exhibitions including the personal interaction with companies' stakeholders which can evaluate product matches, the need for marketers to be visible and to connect with potential customers, and the imperativeness of aligning their advertising, online marketing, media relations and public relations with their overall marketing.

The article discusses how marketers can keep consumers' attention engaged. Topics include the move of marketers toward shorter-form advertisements, the role of social media in driving the short messaging trend, and brands that are creating shorter content in social media and other messaging channels. Also mentioned are emotional engagement, consumer behavior, and multimedia content.

The article reports on the dad-focused Cheerios cereal marketing move by General Mills as of February 2015, which has generated conversation on the portrayal of fatherhood in the marketplace. Topics discussed include the increased family grocery shopping by men in the U.S., and Cheerios' consistency with and expansion of its usual mom-focused brand messaging. Also mentioned is perfect matching of introducing the Peanur Butter Cheerios product with the dad-focused marketing.

The article discusses the impact of social media’s changing role on marketers. Topics include marketers’ and advertisers’ challenges in navigating the rapid growth of social and mobile platforms, the benefits of reviewing novel media options as they are developed, and the importance for advertisers of selecting media and activities that are most compatible with a company’s brand strategy.

This article discusses the difficulty of measuring the effectiveness of online advertising. Evidence is building that indicates that online advertising increases both online sales and sales in actual stores. Some marketers use the number of clicks on an online advertising banner as a measurement of effectiveness, but the article suggests that this measurement be used with other forms of measurement.

This article reports on the changes made to AXIS Healthcare LLC by design agency Nita B. Creative LLC. The healthcare company provides services to disabled patients, many of whom are on Medicare, and was looking to expand its base. The marketing agency created a new tagline for the company and a brochure that incorporates patient testimonials. AXIS has seen its membership increase over 30%.

Advises marketing communications practitioners in securing budget for company advertisements. Steps in securing budgets for marketing communications activities; Need for marketing communications managers to talk to the company's chief financial officer on measures he would accept as indicators that expenditures are producing a satisfactory return for the company; Significance of a CEO support in the success of a company's marketing strategy.

Focuses on the significance of web site advertising as a marketing strategy. Promotion intended to build brand identity as a direct marketing; Advertisement launched by SoapCity.com.

This article explores the significance of advertising to the efforts of small companies to build brand images for business-to-business products and services. People working for small enterprises often share frustration that their resources are totally consumed by the basics of business-to-business marketing communications. Sales promotion does not necessarily mean expensive. Small companies can build a brand name in various ways. Such as the advertising initiative of New Pig Corp. in Pennsylvania, which focused on responsiveness and listening services for customers. The company decided to use direct marketing in an efforts to improve customer loyalty. The company has invested in inventory and data management systems in relation to its product brand management initiatives. The importance of focusing on product features in marketing have proven to be effective in building brand image. With the improved sales of the company, advertising is said to be an important aspect of marketing.

This article discusses the marketing research. Run-of-the-mill mid-20th century market research is a superb rearview mirror but a crummy windshield. As a trend predictor, it often produces what one calls excellent answers to meaningless questions. Using the old model, market research companies and departments tend to crank out wads of analysis that may be impressive, may be phrased brilliantly and may even be true. If market research is not affecting corporate decision-making, there are reasons.

This article discusses the risk of business opportunities. The definition of a "business opportunity" varies significantly from state to state, but most of the definitions include the following elements. There are no restrictions on the types of businesses that are covered by these laws. Any sellers promoting "guaranteed income" from the sale of a service or product that is associated with the seller's marketing plan, or scheme to accomplish those guaranteed results, would be covered by the laws.

Reports on the differences of marketing techniques utilized for consumers and businesses in the U.S. Details on business-to-business enterprises; Discussion on a customer chain model based on consumer preferences; Views on several advertising strategies.

Presents research information regarding the effect of changes in consumer product advertising and promotion strategies on market penetration in the U.S. Examination of the value pricing strategy of P & G Inc. by authors Kusum Ailawadi, Donald Lehmann and Scott Neslin; Significance of regression-based models used by the authors in the study; Conclusions determined by the researchers.

The article discusses the difference between slogans and taglines. Topics covered include the importance of exploring various angles of brand history to come up with an attractive tagline and the relevance of having flexible slogans. Also mentioned is the popularity of the use of slogans in campaign commercials.

The article offers news briefs on marketing. Various surveys show that more Americans are aware of a relation between their food intake and their health and hence it is suggested to know the consumer's current mind-set while introducing a new food product or while developing the marketing plans. A few guidelines have been presented regarding the food-ingredients selection while preparing new food products. According to the Federal Trade Commission's (FTC's) executive director, Margery Smith, FTC thinks to make a case against advertising that encourage shoppers to make unwise buying decisions.

Presents information about the importance of honest packaging in marketing a product. Remarks on the purpose of packaging which focuses on to make the product as attractive as possible; Comments on the tendency of marketers to go overboard in presenting a product; Examples of products in which the packaging failed to fulfill its promise to the consumer.

The article focuses on the importance of integrated marketing communication (IMC) strategy. Use of IMC to reinforces brand's unique value and identity; it increases awareness and encourages stronger preference among customers and prospects. Moreover, using IMC to build brand equity can give a company a potent competitive weapon as well as a tool for strengthening relationships with distributors and other channel partners. Consider the business-to-business ads for Scotchgard, the stain-protection product marketed by Minnesota Mining & Manufacturing Co. to textile and garment industry customers.

The article focuses on the potentials of media advertising. It's an opportunity for a brand to tell its story directly to the consumer, build awareness and project a powerful brand image, create and build brand equity, bypass the trade, and circumvent competitors. Advertising tends to be created in an informational vacuum and is rarely evaluated in any systematic way thereafter. There is no reliable feedback loop, so it muddles along from year to year, never getting any better. To use media advertising successfully in the marketing mix, strategy research, advertising pre-testing, and advertising tracking are essential. INSET: MARKETINGLESSON.

The article focuses on advertisements that can be effective in changing consumer perceptions about a fiber. Heralded as the first natural fiber to be created in 30 years, Tencel is spun out of pulp harvested from hardwood trees grown on managed farms. The fiber was first introduced in limited quantity in England in 1988. With the emphasis on positioning Tencel as "the fiber of the future," advertisements feature the next generation of artists, dancers, and entrepreneurs decked out in designer duds made with Tencel.

The article discusses ways of measuring return on investment of a corporate sponsorship as a marketing strategy. The tendency is to define new media in terms of the old, and to date most evaluation of sponsorship has been in terms of media equivalencies: tallying up the free coverage a sponsorship has generated, then determining how much would it have cost to purchase a like amount of advertising space in the same media outlets. Measuring sponsorship in terms of advertising cost per thousand wrongly assumes that the primary reason for sponsoring is to generate gross impression. INSET: MARKETING LESSON.

This article focuses on the campaign strategies used by the major television networks in the U. S. Television networks are facing increasing competition in the market. Networks create their distinct brand images for themselves and the programs they run, as well. Major television networks have launched aggressive campaigns to not only push their respective network brands, but also to transform their individual programs into sub-brands.

The article focuses on the need of companies with public relation problems to develop marketing plans. Major League Baseball has resumed play after an eight-month strike and they are acting as a vehicle to introduce and develop new product. Jack in the Box Inc., a fast-food chain located in the U.S. West and Southwest, is one of those companies that have realized that long-term marketing solutions are the answer to their public relations problem. In December 1994, Foodmaker, the parent company of Jack in the Box, introduced a new marketing campaign, named Jack's Back.

This article reports on the trend among marketers to take a more overt approach to address the gay and lesbian market. Furniture retailer Ikea has launched the first mainstream TV spot which features a homosexual relationship. The commercial is part of a trend among big-name marketers--including MCI, Miller, American Express, Kenneth Cole, and Perrier--to enter the gay and lesbian market. The key reason for the newfound boldness is that marketers are looking for a way to stand out from the pack of companies going after what may be the last untapped niche market.

Deals with the decision of some marketers and advertisers in the U.S. to use dead celebrities in their marketing strategies and campaigns. Advertising campaign for the Iowa State Lottery game featuring the late singer Buddy Holly; Baseball legends to be featured in the boxes of Wheaties from General Mills; Products that used the image of the late actor James Dean.

Reports that U.S. marketers tap the hip-hop movement in 1993 to reach urban youth. Performers from the hip-hop culture that were featured in Coca-Cola Co. commercials; Mass acceptance for rap music; Introduction by Reebok International Ltd. of a workout based on hip-hop dance moves.

The article discusses the American Marketing Association's Sales Promotion Conference in September 1992. Promotion becomes more important in establishing competitive advantage for marketers. CBS vice president George Scheweitzer recounts how CBS learned the value of promotion. Ron Wall of Ross Roy questioned marketers on the legitimacy of their promotions. Marty Levine of Chrysler spoke of how they found the difference between advertising and promotion and the common bond that leverages them.

The article reports on the advertising industry in the U.S. The industry has become very competitive. Competitive frameworks of clients are affected by several factors including the demands of retail trade and bad economy. The number job of an advertising agency is being able to come up with great advertising materials. The author said that all five presidents of regional offices of advertising agencies do not clearly know their business strategy.

This article describes several myths concerning business-to-business marketing. These are: marketers know all their customers; customers know the products; advertising never sold a product; and if it works for the leaders, it will also work for the marketers. According to Les Aaron, vice president of Unisource, the four myths is one way of saying that marketers should get back to basics.

The article offers guidelines on what to do when using international images in a marketing campaign. The author notes that marketers need to research on cultural variations in the meaning of elements, such as colors, symbols and gestures, to avoid cross-cultural blunders. She said that the images must be quickly and culturally identifiable. She adds that marketers can design strong, effective campaigns by using positive images and values shared by the target audience ad the people of the culture appearing in the campaign.

The article provides information on the macho marketing trend in the U.S. The male consumer segment was another concern of marketers. Consumer product companies enhanced their packaging design for men as a sales strategy. Findings on the market segment revealed an approximate percentage of male shoppers in the supermarket.

The article describes how competitive advertising can help a company establish its position in the marketplace, as tackled by Pat Cafferata, president of Young & Rubicam, during a luncheon meeting at the American Marketing Association Chicago Chapter's 18th Annual Midwest Marketing Research Conference. Her advice for marketers is presented. The use of combat maps to arrive at the right marketing strategy is also discussed.

The article focuses on the concept of the third-party endorsement which strategically uses public relations (PR) to promote the intangible aspects of a business. CES Training Corp. is an example of a company which has contained costs and achieved its marketing goals through PR while Seagate Associates is an example of an executive career counseling firm that used PR to its advantage. It also discusses the marketing approach used to promote the Price Elasticity Measurement System (PEMS) developed by Total Research Corp.

The article states that colleges and universities have been enthusiastic about embracing aggressive selling tactics to promote their institutions, but adamant in their philosophical resistance to admit what it is they are doing. As a result, colleges and universities have perpetrated some of the worst excesses of hard-selling. The principles of people-centered selling are explained.

The article discusses the concern of Petr L. Spurney over the risks of conducting megaevents. With the proposed 1992 World's Fair being geared up, Petr L. Spurney Associates president Spurney stated his concern to the Banking on Leisure Conference delegates and cautions on the probable failure of the event. Staging megaevents can hurt sponsors and can create advertiser resistance when failures occur. Nonetheless, Spurney expressed optimism on the industry's growth.

The article focuses on the effectiveness of coupons and product sampling as advertising tools. Some promotion managers have found that coupons promote trial and repeat sales and reward brand loyalty, aside from a number of applications in marketing strategies. During the 1970s, coupon distribution experienced a growth rate of 452 percent.

The article reports on the marketing strategy that is being employed for the outdoor living products of Thermos in 1983. This includes restyled products, new packaging, expanded consumer advertising and a more sensitive trade program. Aside from this, Thermos has slimmed down its sales force, from about 40 direct sales representatives to a combination of about twelve direct salespeople.

The article focuses on advertising techniques used by marketers to position their products, define target audiences and select the benefits they promise in their advertising. The study conducted by Mapes & Ross Inc. revealed that commercials built around celebrities were not notably successful in changing brand preference. The average number of brand preferences changed by demonstration commercials is higher than the average number changed by celebrity commercials.