Marketing Advisory, Strategy and Analytics
Showing 51-60 of 211 results:
This paper addresses the repositioning of Kmart Australia in 2011. It shows how by calibrating emotional as well as cognitive reactions and estimating their impact on purchase intentions, Kmart was able to focus its communications, improving market share.
At Insights University 2016, we conducted a short survey to explore opinions held by marketing leaders on eminent industry trends. See what our respondents consider to be the most important sources of consumer insight now (February 2016), and in the foreseeable future.
At Insights University 2016, we conducted a short survey to explore opinions held by marketing leaders on eminent industry trends. See how respondents expect the managerial importance of NPS to change from now (February 2016), to the foreseeable future.
At Insights University 2016, we conducted a short survey to explore opinions held by marketing leaders on eminent industry trends. See what impact our respondents believe marketing science has on advertising content and message now (February 2016), and in the foreseeable future.
Creative agencies are suffering financially due to a lack of valued differentiation and the consequent loss of price-setting discretion. However, with the correct use of science-driven creative, to deliver growth to their clients, innovative agencies can reverse this trend. Forethought CEO, Ken Roberts looks to a future of content-rich, science-driven communications in the April 2016 edition of Admap magazine.
The evolution of present day brand measurement can be traced back to the theories set out in the popular 1991 text by David Aaker, Managing Brand Equity. He went on to contend that metrics such as sales that were competing with his proposed measure ‘tend to be short term and to provide little incentive for investment in brand building’ (Aaker, 1996).
For decades creative agencies and marketers have believed that whilst competitors can replicate rational product benefits, but emotion based brand positioning can enduringly continue to differentiate. Coupled with this is the contemporary assertion that all behaviour has emotions as its catalyst. In this article, Ken shares his latest thinking on emotions in advertising exploring what creative agencies and marketers want to know: How to identify and measure the non-conscious discrete emotions elicited by the purchase and consumption situation in your category.
The trouble with advertising testing is that the drivers of behavioural change required for lifting market share are rarely measured in communication effectiveness or brand research. Instead, in many cases advertising effectiveness is measured by a bewildering array of surrogate measures anchored to a pre-search and social normative database.
Advertising is facing an uncertain future, one steadily eroded by the cost-cutting activities of procurement. This is because procurement places little value on the unfulfilled promises of creative agencies, that the next campaign will deliver growth. Creative agencies need to find a new way to demonstrate and validate their ability to supply consistent, commercially effective work. The establishment of this lies not in the muse of creative inspiration, but in the development of science-driven output resulting in growth of market share, margin and category.
Forethought recently researched the effect of Context – ad placement – on intention to purchase. When a brand advertising is nested against negative content consumer’s intention plummets. The Australian Financial Review considered this research to help understand Brand Safety and the loss of advertising revenue recently suffered by Google and Facebook