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Marketing Research Articles Related to the Packaged Goods Industry

Marketing Research Articles Related to the Packaged Goods Industry

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Testing product names

Published
March 1989
Author
Ira N. Bachrach
Abstract
Name function tests aren’t really about names but the effect of the name on the consumer’s expectations of the product. This article—an excerpt from a chapter in the book Making Names—discusses using adjectival analysis to compare consumers’ expectations of a product with one name versus expectations of the same product with another name.

Trade Talk: Consumers unsure how to solve packaging waste problems

Published
October 1989
Author
Joseph Rydholm, Quirk's Editor
Abstract
Pollution has become a hot topic. This article discusses packaging waste problems and factors in resolving the problems, including consumer involvement.

Research encourages a comprehensive redesign of Blue Nun packaging

Published
October 1989
Author
Joseph Rydholm, Quirk's Editor
Abstract
After conducting taste tests that confirmed that packaging was a factor in declining sales, Blue Nun wine held extensive focus groups with current and past consumers and competitive brand purchasers, as well as shelf tests, in its package re-design process.

Using tachistoscope, semantic differential and preference tests in package design assessment

Published
October 1989
Author
Donald Marich
Abstract
Taken from the book Handbook of Package Design Research, this article discusses a research methodology that measures consumer response to test package/label designs in terms of three decision criteria: impact, imagery, and preference.

Trade Talk: Study finds that may consumers want to buy American-made goods

Published
May 1991
Author
Joseph Rydholm, Quirk's Editor
Abstract
In the wake of the the Persian Gulf war,, "buying American" is a rising trend.

Studies find more proof that magazine advertising works

Published
March 1993
Author
Quirk's Staff
Abstract
Studied from Family Circle magazine, Citicorp POS and Simmons Market Research Bureau support the effectiveness of print advertising across several product categories.

Some thoughts on packaged goods advertising

Published
March 1995
Author
Jerry W. Thomas
Abstract
Multiple factors are contributing to a decrease in the perceived value of traditional advertising in the packaged goods categories. This article discusses how companies with longer-term perspective will win the marketing wars by effectively using advertising in the major media, including how best to use advertising in the packaged goods category.

Spanish-language advertising boosts loyalty

Published
January 1996
Authors
Adrien Lopez Lanusse, Felipe Korzenny, Betty Ann Korzenny and Rebecca Abravanel
Abstract
Based on findings from 900 telephone inter­views with randomly-selected Spanish-dominant female shoppers, this article discusses the success of Span­ish-language advertising efforts in the U.S. and opportunities for expansion.

Trade Talk: Study examines choices between national brands, private labels

Published
June 1998
Author
Joseph Rydholm, Quirk's Editor
Abstract
A review of the findings of the report Why Do Consumers Pay More for National Brands than for Store Brands?, based on two consumer studies to collect data on the premiums consumers say they would pay for products in various categories.

Trade Talk: ROI at the ARF

Published
May 2002
Author
Joseph Rydholm, Quirk's Editor
Abstract
This article provides a brief summary of this year’s Advertising Research Foundation conference in New York City, highlighting the forum “How Research Pays Back.”

Tips on testing packaging among seniors

Published
December 2002
Author
Gail Fudemberg
Abstract
Baby Boomers are an increasingly important segment of the population. This is a group that needs special consideration from manufacturers and advertisers in addressing their needs. This article discusses conducting packaging research with seniors, including how not to use research.

Developing and managing advertising for StarKist Tuna in a Pouch

Published
March 2003
Author
Barry Shepard
Abstract
StarKist Seafood followed a rigorous, empirically-based advertising process to develop its “Tuna in a Pouch” advertising, aiming to drive sales and contribute to the success of the product as an established entity.

Product placement research moves into the 21st century

Published
January 2004
Author
Janet Savoie
Abstract
An overview of the various methods of placing products with consumers for the purposes of testing, including a look at the current state of what’s possible in terms of product placement for online testing. A number of researchers weigh in with their experiences with the various methods.

Getting the right answer from cost-reduction research

Published
May 2004
Authors
Randy Brooks, Robert Kushner and Aileen Beatty
Abstract
When manufacturers look to cost reductions as a means of competing with private-label offerings, testing must be done with extreme care and a focus on sensitivity.

Hidden barriers to new product acceptance: preference inertia

Published
May 2004
Authors
Donna Wydra and Bill MacElroy
Abstract
Preference inertia, which prevents a target customer population from trying new things, can blunt sales by up to 40 percent. The factors behind it, and how to measure them, are the subjects of this article.

Data Use: Unearthing TURF

Published
April 2005
Author
Michael Lieberman
Abstract
The process of TURF (total unduplicated reach and frequency) analysis has applications outside the world of advertising and media. It can be used to measure the incremental value of line extensions and projecting budgetary choices, both of which are explored here along with other applications.

Data Use: Thoughts on our overreliance on

Published
March 2006
Author
Jeffrey M. Kirk
Abstract
Many researchers don’t fully understanding how to properly interpret the results of statistical testing, which makes them incorrectly interpret non-significant findings as not meaningful and place too much emphasis on findings that are statistically significant.

In Case You Missed It... June 2008

Published
June 2008
Author
Quirk's Staff
Abstract
News and notes on marketing and research: gay and lesbian bloggers; women and gaming sites; dead celebrities and their Q Scores

Is ethnography worth the higher cost?

Published
December 2008
Author
Bill Abrams
Abstract
Using several examples of insights gained from ethnography, the author argues that spending the time and money to do true ethnography pays off in the end with richer insights.

Your product's packaging must close the sale

Published
January 2009
Author
Charles Young
Abstract
What must a package communicate in order to make the consumer want to reach out and touch it? To understand that, you need to examine the role of emotions in the total communication of a package. Because before the consumer will touch the package, the package must first touch the consumer.

 

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