Journal of Advertising Research - September 2012
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Celebrating 50 years, the Journal of Advertising Research 50th Anniversary Special Edition is packed with analysis and insights from over 40 internationally renowned academics and industry leaders.

September 2012, Volume 52, No. 3
Journal of Advertising Research: Shopper Marketing

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Shopper Marketing and the Digital Last Mile
Geoffrey Precourt

Mind Over Metrics:
Measuring Facebook's Impact on Marketing: The Proverbial Hits the Fan
Pat LaPointe

Marketing Matters:
Five Steps to Smarter Targeting
Jenni Romaniuk

Articles Emotional Branding Pays Off: How Brands Meet Share of Requirements through Bonding, Companionship, and Love
John Rossiter and Steve Bellman
Emotional branding is defined here as the consumer’s attachment of a strong, specific, usage-relevant emotion—such as Bonding, Companionship, or Love—to the brand. The present large-scale survey of buyers of frequently purchased consumer products finds that, for such products, full-strength emotional branding is attained among, at most, only about 25 per cent of the brand’s buyers but that, if attained, it pays off massively in terms of personal share of purchases. Emotional branding may well be more widely effective for high involvement, positively motivated products (not surveyed here). It seems that advertising can generate the expectancy of strong, specific, emotional attachment, but very favorable brand usage experience must follow if this approach is to be successful. In general, the traditional benefit-based “USP” advertising strategy seems less risky with lesser though more widespread effectiveness.

Social-Media Early Adopters Don’t Count: How to Seed Participation in Interactive Campaigns by Psychological Profiling of Digital Consumers
T. E. Dominic Yeo
Consumers’ active and discretionary use of social media is influenced by a myriad of individual attributes. Which of these attributes really matter and how do they matter? This article proposes an exploratory structural-equation model comprising five constructs (“Big Five” personality dimensions, motives, involvement, content preferences, and usage) derived from the cognitive-affective personality system theory and 3M model of motivation and personality. Applied to a survey of 656 YouTube users, the findings indicated that participation in social media can be understood parsimoniously as oriented toward the self (individualist) or others (relational). The psychological profiles obtained suggest that relational-oriented consumers make a better target group when seeding a campaign than early adopters, as the former are more likely to generate word-of-mouth, and can be targeted by messages emphasizing informational learning.

Stop the Music! How Advertising Can Help Stop College Students from Downloading Music Illegally
Brian Sheehan, James Tsao, and James Pokrywczynski
Digital-music piracy takes a heavy toll on the music industry and the U.S. economy. Losses are measured in the tens of billions of dollars. College students especially are problematic, downloading more than 1 billion illegal songs per year. This paper reports on a four-phase research project. Phases I and II mapped specific motivations for the behavior and attendant reinforcements and costs. Phase III tested a variety of advertising concept statements intended to reverse the behavior. Phase IV was an in-market survey of advertising campaigns across two college campuses. Two campaigns were significantly effective in reversing music piracy among college students

Digging for “Spanish Gold”: How to Connect with Hispanic Consumers
Cynthia Rodriguez Cano and David J. Ortinau
The current study introduces the concept of ethnic compatibility to explain differences between strong and weak Hispanic identifiers’ evaluation of print advertising. The findings challenge the effectiveness of multicultural advertisements that are intended to reach multiple ethnic groups simultaneously by featuring various ethnicities’ models together. Although this non-adaptation communication strategy is mainstream in the United States, the findings suggest that it may be ineffective in connecting with strong Hispanic identifiers.
 


What We Know About: Shopper Marketing

Nielsen Personalizes the Mobile Shopping App: If You Build the Technology, They Will Come
Dave Cameron, Chris Gregory, and Daryl Battaglia
A transition to new digital channels is transforming the age-old marketing practice of couponing. By personalizing the display of coupons, retailers and marketers can help consumers cut through the coupon clutter and more easily find the coupons that will motivate them to purchase. Through a study with a grocery retailer, their iPhone app and four CPG manufacturers, Nielsen personalized the mobile display sorting the most relevant coupons to the top based on a three-pronged scoring model. Using a test versus control design, personalization yielded higher overall coupon redemptions, and more redemptions for brands and products that are new to a consumer.

Exploding the Legend of Television Advertising and Price Promotions: The Proper Mix of Price, InStore, and TV for Maximum Short- and Long-Term ROI
Bill Harvey, Terese Herbig, Matthew Keylock, Ritesh Aggarwal, and Nina Lerner
The advertising and marketing communities traditionally have understood television advertising effectiveness and its relationship to in-store marketing tactics through small market research or marketing-mix modeling. Although these studies have improved the quality of advertising-effectiveness research, they have done little to improve the tools marketers need to translate those insights on a larger scale and optimize their marketing allocations. With the proliferation of “big data,” researchers now have the ability to refine those tools and give marketers a more granular understanding of brand-purchase behavior and the impact of multiple marketing levers on in-store brand sales. This paper leverages the anonymous household-level purchase behavior data from 60 million households across the United States and the second-by-second measurement of television-viewing habits from more than 2 million set-top box households, and the current study applies actual (non-modeled) single-source, household-level data to demonstrate a methodology for optimizing the mix of television advertising and in-store marketing.

When Kiosk Retailing Intimidates Shoppers: How Gender-Focused Advertising Can Mitigate the Perceived Risks of the Unfamiliar
My Bui, Anjala S. Krishen, and Michael S. LaTour
This study addresses kiosk-based shopping behavior among female consumers. The authors sought to build upon existing promotional retail research that showed and explained gender differences in experiential shopping environments. Upon confirming extant literature findings of gender differences as they apply to perceptions of shopping risk in kiosk environments, the current study manipulates levels of anticipated regret for males and females when shopping in kiosks versus traditional department stores in a between-subjects experimental design incorporating a diverse non-student sample. The robust gender difference indicates that targeted promotions for kiosks are critical to the reduction of possible regret and risk perceptions, especially for females.

The Power of a Package: Product Claims Drive Purchase Decisions
Nora Lado Cousté, Mercedes Martos-Partal, and Ester Martínez-Ros
This research focuses on trends in new-product packaging claims and how such claims influence firm value. Empirical evidence revealed differential impacts of three types of packaging claims: nutritional, environmental, and production. The result of the current study also identified an increasingly popular trend toward introducing multiple claims simultaneously on the same package. Theoretical and empirical evidence confirm that these claims relate to firm value. The empirical analyses included more than 18,000 new products from 81 firms in the U.S. consumer packaged goods industry over a 10-year period.


Where Marketing Art Meets Marketing Science: The Best-in-Show Winners of the 2012 ARF’s David Ogilvy Awards.

Case studies of the three top winners of 2012 ARF David Ogilvy Awards:

  • Grand Ogilvy Award (Vicks DayQuil and Vicks NyQuil: “In the NFL, There Are No Sick Days”);
  • Research Achievement (Verizon FIOS: “Enciéndete FIOS”); and
  • Research Innovation (Chevrolet Silverado: “There’s Life to Be Done”).


 

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