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Marketing Research Articles Related to Product Placement

Marketing Research Articles Related to Product Placement

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Beyond awareness and recall: rethinking sponsorship measurement

Published
August 2011
Author
Nicholas Cameron
Abstract
Sponsorship works differently from advertising and researchers need to rethink the basic premise of what they should be measuring. Insight specialists need to stop trying to rely solely on sponsorship awareness to explain brand shift. Instead they need to include additional sponsorship-based metrics such as passion, appreciation and liking.

Evolving customer satisfaction through brand authenticity

Published
October 2009
Authors
Jeff Hall, David Robbins and Kerry Colligan
Abstract
If the goal is to deliver an authentic brand experience, rather than measuring the customer experience based solely on internal organizational metrics and procedures, firms must also understand how customers perceive it. The authors use case studies to examine what happens when brands do and do not align with customer perceptions and expectations.

Eye tracking, product placement and Lady Gaga: What Bad Romance can teach us about embedded branding

Published
January 2011
Authors
Stefanie Gehrke and Jennifer Knodler
Abstract
Some preliminary conclusions about parameters that lead to product recall can be drawn from an exploratory pilot study using eye-tracking technology to capture attention data over the popular music video Bad Romance by Lady Gaga.

How gathering customer purchase stories can spark innovation

Published
December 2011
Author
Gerald Berstell
Abstract
The author explores the value of asking consumers about their purchase processes and cites examples of how doing so led to product and service breakthroughs.

How to link customer loyalty to profits

Published
July 2014
Author
Michaela Mora
Abstract
To link loyalty with profits, companies need to understand attitudinal metrics, customers’ actual purchase behaviors and customer drivers. The author breaks down each factor.

In Case You Missed It... November 2009

Published
November 2009
Author
Quirk's Staff
Abstract
News and notes on marketing and research: men's underwear and the economy; free shipping offers and holiday shopping; Tokyo marketing cafe for young, affluent women

In Case You Missed It... October 2009

Published
October 2009
Author
Quirk's Staff
Abstract
News and notes on marketing and research: Tide Basic; Buick revamps brand image; track-happy consumers

Place vs. space: Three tools for turning shopping into entertainment

Published
June 2013
Author
Gavin Johnston
Abstract
Looking at the modern shopping experience through an anthropological lens, this article offers three ways retailers can fulfill customers' underlying desires instead of meeting only their functional needs.

Product configuration: a research technique for the times

Published
February 2012
Author
Rajan Sambandam
Abstract
With more and more opportunities available for consumers to design their own products, a research tool that uses a similar approach makes perfect sense, the authors say.

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.

Quality vs. quantity: A process for identifying the best of the best B2B respondents for new product research

Published
April 2014
Author
Kip Creel
Abstract
This article outlines a B2B concept testing project that StandPoint conducted with Kimberly-Clark that included a co-creation exercise between the product development team and end users.

Reader survey helps new magazine keep up with changes in the recording industry

Published
May 1990
Author
Joseph Rydholm, Quirk's Editor
Abstract
To identify audience interest and needs for EQ, a music recording publication, researchers mailed a survey to potential readers. The study inventoried advertisements in industry publications to estimate the potential market share and it employed informal interviews with industry contacts to ascertain the market potential. The researchers also tested potential titles by asking regional and national distributors to respond to dummy magazine covers.

The right message for the right category: Using social influence at the shelf

Published
May 2012
Author
Valla Roth
Abstract
Building on a previous Quirk's article on behavioral economics, Decision Insight's Valla Roth details an experiment conducted to explore how social influence impacts shopper behavior.

Trade Talk: How the strong retailers are surviving

Published
April 2009
Author
Joseph Rydholm, Quirk's Editor
Abstract
A report by Kurt Salmon Associates details how companies such as Apple and Trader Joe's have created product and service offerings that resonate with consumers. These retailers share certain operational competencies, which the report explores.

Winning at retail with virtual shopping research

Published
June 2011
Author
Valla Roth
Abstract
The author explains how virtual shopping research works, outlines where it’s most effective and provides best practices for its use.