Research
Do You Have Pull? Predicting Consumer Pull via Emotional Attachment
Marketers seek to understand how consumers select brands and media. According to NewMediaMetrics, comprehending this concept rests in understanding emotional attachment and "pull." Based on academic findings about the attachment between mother and child, NewMediaMetrics provides a quantitative way to measure consumers' emotional attachments to brands and media.
Seven Ways to Rock Online
Erika Nardini, Director of Worldwide Branded Entertainment at Microsoft, offered best practices for using online media to build brands.
Beyond Social Networks: New Ways of Engaging Consumers With Social Media
If appropriately utilized, social networks have the potential to offer advertisers a variety of value propositions to suit their brand objectives. Credited with building MySpace's advertising platform, CEO and Co-Founder of SodaHead.com Jason Feffer covers the monetization and effectiveness of advertising on social networks.
Champion Facebook Initiative
Claire Edgar, Director of Marketing, Champion, Hanesbrands, Inc., and L. Lynnette Fuller-Andrews, Assistant General Counsel, Hanesbrands, Inc., discussed how Champion successfully employed Facebook to reengage college age consumers.
Head Games
Read about advancements in the field of neuromarketing.
Yellow Pages Industry Directory Usage Measurement
A predictive model approach has been newly introduced into the Yellow Pages research community by Directory Share Ratings (DSR) that requires scrutiny as to the adherence to ARF guidelines for audience measurement. A review of the prediction model methodology employed by Directory Share Ratings raises some important issues/questions about the reliability and robustness of their data.
Truth Down to a Science
This article explores the potential power of biometrics in market research.
Find That Common Ground
In this interview, Jeffrey and Bryan Eisenberg provide their insights on using language and tone to create a successful online marketing campaign.
Surviving the process of elimination
The authors describe the process of elimination consumers use to narrow down brand choices.
Identifying Circulation Criteria
Mike Larvery, President and Managing Director, Audit Bureau of Circulations, discusses why he feels the traditional currency metric for newspapers and magazines, has not been outdated by a changing media landscape.
In Search of Respect: The Yellow Pages
The true "national" marketer is largely missing the yellow pages value proposition.
Point-of-Entry Consumers are a Gold Mine - So Talk to them Differently
Kent E. Haehl, President, Sales & Marketing, Channel One Network highlights the importance of tending to young people when they first enter a market.
Brand Building In The 21st Century
Advertisers must respond to the realities of today's jaded, on-the-go, ever-elusive consumer.
