Brands exist in a constantly changing world. But the role brands play in people's lives has not changed and people themselves change more slowly.
How can brand campaigns leverage the interplay of attention, memory and emotion to influence people's choices?
Um die Strategie- und Ressourcenplanung im Bereich Shopper-Marketing zu unterstützen und Marken- oder Kategorie-Wachstum zu fördern, hat Ipsos LIFE Path entwickelt. Wachstum generieren Marken jedoch nur, wenn sie beim Kaufentscheidungsprozess zur rechten Zeit am richtigen Ort, mit der passenden Botschaft und einem geeigneten Angebot sind.
Marktforscher bieten Unternehmen innovative Ansätze, um sich in ihrer Wettbewerbssituation optimal zu positionieren. Gelegenheit zum qualifizierten Austausch bietet auch in diesem Jahr die Research & Results 2013 in München.
Content is the touchpoint du jour for more and more marketers – around 85 % of marketing professionals in the UK now use content marketing with around two thirds planning to increase spending this year.
There is however, still some confusion surrounding the nebulous definition of content and where it fits in to a media mix.
Definition: Peoplemeters electronically record who is watching TV and what they are watching. They are a key component within Television Audience Measurement (TAM) systems. The installation of metering equipment generally requires the building and maintenance of a household panel and, once built, delivers viewing data to the industry on at least a daily basis with a high level of granularity in terms of minute by minute behaviour.
Definition: Marketing mix modelling (abbreviated as 'MMM') is an analytical approach that uses historical data, such as retail audit data, syndicated point-of-sale data and companies' internal data, to quantify the sales impact of various marketing activities. Mathematically, this is done by establishing a simultaneous relation of various marketing activities with the sales, in the form of a linear or a non-linear equation, through the econometric/statistical techniques.
Definition: Understanding emotional response is a critical dimension to assessing the strength and effectiveness of all types of marketing elements from concepts to advertising, product experience, fragrance, packaging and promotion of all kinds. It has been long accepted that brands that evoke positive emotions have the highest chances of being preferred and purchased. So measures that can help us profile consumer response are invaluable to our understanding of marketing and brand impact.
Definition: A Key Driver Analysis, sometimes known as an Importance - Performance analysis, is a study of the relationships among many factors to identify the most important ones both in terms of importance (Drivers Analysis) and their stated performance.
Definition: 'Brand essence' is a compact summary of what a brand stands for, typically as part of a more detailed brand key (e.g. Aaker's 'Brand Identity Planning Model' or Ipsos' 'Brand Mandala'). The brand essence is a single thought, typically expressed in 3-5 words that captures the soul of the brand; the brand's fundamental nature or quality. Some examples are 'Disneyworld: Magical Fun', 'Starbucks: Rewarding Everyday Moments', 'McDonalds: Food, Folks & Fun', 'BMW: Driving Pleasure', and 'Nike: Authentic Athletic Performance.'