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"...The only thing uncool about research may be the word associated with it," Mr. Rubinson said. "So maybe we need to find a new terminology...". The new chief research officer of the Advertising Research Foundation wants market research to be seen as cool. You can stop laughing now. As everyone in marketing knows, agency creatives are the trendsetters. The brand marketing and general management types are the jocks, generally at the top of the pecking order. And the researchers, well, they practically scream chess club.
Research firm Millward Brown recently took its annual look at which "brand" -- that is, the stuff of a product or service's intangible relationship with consumers -- contributes the most to its overall value. As you'd expect, luxe marketing creations such as Louis Vuitton, Porsche, Hermès, Gucci and Cartier, affordable to so few, top the list. But No. 6 comes as a surprise. The opposite of luxe, this one is found in more than 40 varieties, is used by million upon millions and retails for just a few bucks in most grocery stores.
"...The survey found that 70% of consumers watch four or more television programmes a week...". Consumers are growing increasingly disenchanted with their overall television experience and dislike TV advertising more than anything else on the box, according to a survey. Four in five viewers expressed "discontent" with watching broadcast and cable TV, citing irritation at ad breaks and not being able to rewind or watch shows at their convenience, according to the inaugural Global Broadcast Consumer Survey conducted by Accenture.
Recommendations from family and friends trump all other consumer touchpoints when it comes to influencing purchases, according to new data from Publicis media network ZenithOptimedia. Word-of-mouth -- especially from family and friends -- may be one of the greatest influences on brand choice, but marketers still face a great challenge is making it scalable. The data comes from ZenithOptimedia's Touchpoints ROI Tracker, a comprehensive project comprising over 300,000 interviews across 34 countries
