Marketers and advertisers who default to the 'thin ideal' -- the belief that thinner is better -- could be alienating up to 70 percent of their audience, said James Roberts, Ph.D., The Ben H. Williams Professor of Marketing in Baylor's Hankamer School of Business.
Many television advertisers fear that distracted viewers -- frenetic multitaskers using smartphones, laptops and tablets while viewing TV -- are less receptive to advertisers' messages. A new study published in Marketing Science, a journal of the Institute for Operations Research and the Management Sciences (INFORMS), refutes this and concludes that the "second screen" puts a virtual store in every consumer's pocket. Multitasking viewers now visit, browse, and even buy advertised products within moments of seeing a commercial.
New research from the University of Kent suggests the fashion industry could benefit from using average-sized models rather than size zero in marketing campaigns.
Concerns about the role of televised food advertising as a contributor to childhood obesity led to the food industry adopting of a program of self-regulation. A new study evaluated the effectiveness of industry self-regulation and found that this program has achieved little improvement in the nutritional quality of foods advertised to children. The study found that four of every five foods advertised to children (80.5 percent) are classified in the poorest nutritional category, according to HHS guidelines.
A study of the multichannel UK grocery shopping environment recently yielded insights that will be useful for retailers with an online channel or considering adding one to their customers' options.
Marketing campaigns focused on social media and socioeconomic groupings are likely to give the greatest boost to disruptive new channels, but help propel new brick-and-mortar venues as well.
Customers who adopted mobile technology for their grocery shopping shopped more often and placed larger orders.
A new study published in Marketing Science, a journal of the Institute for Operations Research and the Management Sciences, shows double-digit revenue growth for firms that create their own brand-specific online communities. The study, Social Dollars: The Economic Impact of Customer Participation in a Firm-Sponsored Online Customer Community, is by professors Puneet Manchanda of the University of Michigan, Grant Packard of Wilfrid Laurier University, and Adithya Pattabhiramaiah of the Georgia Institute of Technology.
Over the last 10 years, public health campaigns in New York City around smoking, obesity, and HIV underwent a dramatic shift to use fear and disgust to spur behavior change, sometimes with the unintended consequence of stigmatizing affected populations. In a new article published in the May issue of the journal Health Affairs, scholars at Columbia University's Mailman School of Public Health explore the implications of this shift to fear-based campaigns in the present public health environment.
Adding brick-and-mortar stores to online and catalog retailing increases sales overall.