Consumer Recall and Recognition of Co-Appearing Brands in TV Media
Consumers’ short- and long-term memory and recognition of brands that co-appear in television programs are affected differently when the juxtaposed products are either in the same or different categories, and when the brands are either familiar or unfamiliar. Find out how this researcher came to her conclusions, helping to strengthen product placement strategy decisions around choosing the right co-appearing partners.
Are Brands Wasting Money on Sports Sponsorships?
Are brands that sponsor sports teams and events paying too much to reach fans? Researchers focused on Major League Baseball sponsorship and four dimensions of brand equity, using the expansive BAV (BrandAsset Valuator) database. A major finding: Brand personality matters. Strong personalities tend to overspend, while ‘boring’ ones can hit the ball out of the park.
What Drives Consumers to Engage with Influencers?
Influencer advertising is on the rise, yet we know little about what prompts consumers to engage with the “star of the show”. Learn about six newly-identified consumer segments that follow influencers, revealing why they do so and how they react to influencer content—insights that serve as a guide to managing social-media relationships.
When Consumers Tune Out Advertising Messages
Why do consumers tune out advertising, and what can marketers do about it? There is plenty of research about consumer engagement, but very little on disengagement. Watch these experts fill that gap by broadening the definition of disengagement, identifying the cause for it and developing a scale for measuring it.