Reports
Showing 42 resultsDoes modernising logos work?
- REPORT 134
We report on the most common reasons for logo redesign and the perceived success of such redesigns as judged by marketers. Then, we turn to consumers and see how they evaluate these same logos based on a common reason for logo redesign, which is to modernise or keep the logo up-to-date.
Read moreWhat is the reach of newspaper and radio advertising? (Beyond :30 Report)
- Beyond :30 Study 90
Key Question: What is the reach of newspaper and radio advertising?
Sophisticated methods have been developed to measure the reach of TV advertising (people meters) and online advertising (impressions, clicks, “engagement”). But the reach of radio and newspaper advertising is often measured using traditional recall measures (surveys and diaries). These measures may be affected by memory biases or social desirability biases. This study uses the SMS surveys (the ESM) to reliably observe when consumers listen to the radio or read a newspaper, over an average day, and the amount of advertising they encounter.
Read moreHow US banks share their customers: an application of the Duplication of Purchase Law
- Report 133
Banks in the United States share their customers with competitors in line with the size of those competitors. This law-like pattern, the ‘duplication of purchase law’, has been found in numerous other product categories, for both goods and services. The findings here inform us about how a brand will grow, and the extent to which targeting a particular segment will work or not.
Read moreAdding a new product to your brand: How likely is it to survive?
- Report 132
This report is the first in a two part series sharing our emerging knowledge about what are the odds of achieving line extension success in consumer goods categories. Line extensions are new flavours, pack sizes or formats that join an established brand’s portfolio.
Read moreThe sales importance of non-buyers
- REPORT 131
Consumers who do not buy a brand at all in one year are an important source of sales the next year. They can be expected to account for approximately 35-45% of this year’s revenue. This highlights that marketers must design all aspects of communication for the brand - from advertising to pack design - for very, very occasional buyers.
Read moreThe Natural Monopoly Law in Brand Purchasing: do big brands really appeal to lighter category buyers?
- REPORT 130
The Natural Monopoly law is that big brands tend to ‘monopolise’ the purchases of the lightest, least frequent (probably least informed) buyers of a product category. Natural Monopoly is an important empirical law because it helps us understand how brands become big. We searched for available evidence about the Natural Monopoly effect. We found 11 published studies that report on Natural Monopoly – we summarise them in this report. We then report on a recent Institute study across 28 consumer goods categories that adds more evidence about Natural Monopoly.
In summary, we find that Natural Monopoly is pervasive, and moderately strong. That is, buyers of market-leading brands do tend to be less frequent category buyers, while buyers of the smallest brands in the market tend to be more frequent category buyers.
The implication is that to grow a brand, one has to reach and be noticed by all buyers, including the large pool of really light category buyers. Strategies to focus on heavy category buyers are unlikely to deliver substantive growth.
What is known about attention (to advertising) Revised
- Report 129
Advertisers pay for media space in which to place their advertising, with the aim of maintaining/building mental availability for their brands. How well this works depends on the quality of the advertising (creative & branding), and also the quality of the media buy. When buying media space advertisers try to avoid “wastage”. There are two sorts of wastage, (1) reaching people who have no chance of buying from the category and (2) paying for “exposures” that aren’t seen or heard by consumers. This short report is about the latter.
Read moreBrand User Profiles Seldom Change and Seldom Differ
- Report 128
The user profiles of competing brands within the same category seldom differ. That is, the proportion of males and females who purchase Coca-Cola is similar to those who purchase any competitor—for example, Pepsi. These results generalise across brands, categories, and countries. Building on this knowledge, this study discovers the consistency of this finding—even up to six years.
Read moreHow does co-viewing affect TV advertising?
- Beyond :30 Study 97
How does co-viewing affect TV advertising?
New abilities to measure co-viewing (e.g., TVision’s Presence measure) have prompted questions about whether co-viewed ads should be valued differently from solo-viewed ads.
Read moreHow Double Jeopardy patterns in CEP Usage help you make smarter CEP choices
- Report 127
Not all Category Entry Points (CEPs) are equally valuable. The more often a CEP occurs, the greater the likelihood that category buyers will use this cue to think of brands in buying contexts. However, commonality has two dimensions: how many category buyers experience the CEP at all (CEP penetration) and how often the CEP is experienced (CEP frequency). Which matters most? In general the penetration of CEP usage among the wider category buyer market can be used to determine the attractiveness of a CEP for a brand to message and product portfolio development.
Read more
