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.
This article explores the potential power of biometrics in market research.
In this interview, Jeffrey and Bryan Eisenberg provide their insights on using language and tone to create a successful online marketing campaign.
The authors describe the process of elimination consumers use to narrow down brand choices.
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of Circulations, discusses why he feels the traditional currency metric for newspapers and magazines, has not been outdated by a changing media landscape.
The true "national" marketer is largely missing the yellow pages value proposition.
Kent E. Haehl, President, Sales & Marketing, Channel One Network highlights the importance of tending to young people when they first enter a market.
Advertisers must respond to the realities of today's jaded, on-the-go, ever-elusive consumer.
Febreze needed to convince cynical air care consumers that it was genuinely superior to the competition. Rather than simply telling people how good Febreze is, we let them experience its odor eliminating power for themselves, in a way they would never forget.
Using our newly-improved, softer tissue as an impetus, we re-framed Kleenex from a tissue to a Gesture of Caring, enabling over 1,000,000 people to share it and show their loved ones they cared. We significantly exceeded our sales and share goals, grew the stagnant facial tissue category and, moreover, changed the game for Kleenex.
In a dark economic environment, we set about looking for ways to tell the Raymond James story of practicality in a time of excess through tales of financial pragmatism that humanized both the brand and the consumer.
Minivans have always gotten a bad rap, but with the redesigned Sienna, Toyota is changing that perception. The challenge was to make the Sienna stand out from the pack and, if possible, become the minivan of choice because parents actually like it.
The Prepaid card competitive landscape had long been filled with low-budget production, DRTV-style ads, encouraging late-night TV viewers to "call now!" with the benefit of "no credit check!" and the knowledge that unlike traditional credit and debit, "you can qualify!" The key to breaking this category convention was going to be uncovering audience truths through research.
With increasing pressure on marketing and sponsorship budgets, FedEx wanted to ensure that their PGA sponsorship connected with golf enthusiasts in a meaningful and measurable way. By highlighting a common golfing pain point, traveling with clubs, FedEx let golf fans know that it offers a tangible solution.