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Marketing Research Articles Related to the Health and Beauty Aids Industry

Marketing Research Articles Related to the Health and Beauty Aids Industry

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A framework for understanding ad effectiveness

Published
April 2009
Author
Isabelle Albanese
Abstract
The author outlines her 4Cs of Truth in Communications process to explain how it can help frame and inform ad research projects. Marketers can use the concepts of comprehension, connection, credibility and contagiousness to make sure their ads resonate with consumers.

Avon researchers find that normal rules don't apply when testing among Hispanic women

Published
June 1990
Authors
Maisie Wong, Ayn Gelinas and Phyllis Rocha
Abstract
Before implementing its actual study, Avon conducted a pilot study to learn how to overcome some of the cultural barriers when involving the Hispanic population. This article summarizes the pilot study’s results, providing guidelines for screening and interviewing, study location and timing, questionnaire construction and incentive structures.

Brazilian hair care firm Beleza Natural thrives by keeping close to its roots

Published
February 2010
Authors
Hy Mariampolski, Leticia Moreira Casotti and Maribel Carvalho Suarez
Abstract
On-site visits help researchers understand the icons and ideals used by a Brazilian hair care firm to both inspire and form a bond with its working-class customers.

Conducting ethnographic research with Hispanic consumers

Published
February 2012
Authors
Pablo Flores and Jennifer Karsh
Abstract
Through tips and a case study example, the authors explain the value of using ethnographic research methods to better understand the Hispanic market.

Did the product stop pushing consumers’ emotional buttons?

Published
December 2005
Authors
Elizabeth Lajoie and Gerry Katz
Abstract
A product can be a functional performance “superstar” but still lack the right emotional messaging, as the project profiled in this article found. Emotional mapping of individual brands helped the client understand how customers perceived the product’s marketplace.

Franchise extension

Published
November 1999
Author
Harry Vardis
Abstract
Companies frequently consider franchise extension. This article is a starting point to discuss the issues regarding line and franchise extensions that concern clients.

How men view, choose and use their fragrances

Published
October 1991
Authors
Jim Schwartz, Ph.D. and Gale Muller
Abstract
Newsweek and six other magazines, in association with the Fragrance Foundation, commissioned the Gallup Organization to conduct a survey on the way men buy and use fragrance. The article summarizes the results of that survey, covering market descriptors, purchase motivations and marketing implications.

How P&G used agile research to keep up with consumers

Published
May 2013
Author
Matt Warta
Abstract
The need for immediacy has spurred the development of the agile research methodology, an iterative approach to give researchers real-time insight and the power to make changes on the fly. Procter & Gamble shares its experience using agile research for holiday-season fragrance marketing.

How super are supermodels as advertising spokeswomen?

Published
March 1998
Author
Melvin Prince
Abstract
Advertisers have long recognized the power of supermodels as spokeswomen. This article discusses supermodels as spokeswomen, including a list of the most frequently referenced supermodels, a study of the impressions of supermodels among young women and a list of the top supermodel spokeswomen based on the image study results.

In Case You Missed It... July 2009

Published
July 2009
Author
Quirk's Staff
Abstract
News and notes on marketing and research: pizza chain menu changes; bargain hunting service; metrosexuals

In Case You Missed It... June 2009

Published
June 2009
Author
Quirk's Staff
Abstract
News and notes on marketing and research: Starbucks rethinks strategy; DIY projects; qualitative helps revamp men's deodorant

In Case You Missed It... November 2007

Published
November 2007
Author
Quirk's Staff
Abstract
News and notes on marketing and research: anti-bacterial products; impact of gas prices; The Lives of Others director

In Case You Missed It... October 2010

Published
October 2010
Author
Quirk's Staff
Abstract
News and notes on marketing and research: Girl Scouting; behavior prediction via brain scanning; P&G's Pantene looks at bad hair days

In Case You Missed it...February 2008

Published
February 2008
Author
Quirk's Staff
Abstract
News and notes on marketing and research: low-sodium products; seniors; men's personal care

In Case You Missed It...March 2008

Published
March 2008
Author
Quirk's Staff
Abstract
News and notes on marketing and research: Avon; the stationery market; teens and social media

Mystery shopping program helps Walgreens promote strong customer service accross its vast network of stores

Published
January 2007
Author
Rachael Narsh
Abstract
Since beginning its mystery shopping program, drug store giant Walgreens has seen consistent improvement in its scores. Company-wide buy-in and management backing are credited with helping the program succeed.

Persuasive advertising drives toothbrush sales

Published
July 1999
Author
Michael J. Rabuck
Abstract
Toothbrush sales are on the rise. This article discusses this growth and how it has resulted from persuasive advertising, including examples of different products.

Promotion pre-testing keeps Polident competitive

Published
March 1989
Author
Joseph Rydholm, Quirk's Editor
Abstract
Block Drug, Co. used two-phase pre-testing procedure to maximize the impact of Polident’s in-store campaigns, including one-on-one mall interviews and a mail survey.

Software program helps Gillette save time, money

Published
August 1987
Author
Quirk's Staff
Abstract
The Gillette Co.'s personal care division, which generates more than 50 market surveys each year, is using A-CROSS software program to analyze survey research data. Irwin Blau, division research manager at Gillette, says the program is easy to use and has made the division more efficient.

The value of 'practiced ignorance' in cultural research

Published
April 2000
Author
Michael Sack
Abstract
When it comes to ethnic and cross-cultural research, there are plenty of “experts” who will tell you how difficult it is. The situation isn’t as tough as the experts make it out to be, but worse! This article discusses applied ignorance in cultural research, referring to a consumer-products study focusing on Indonesia.