Despite the millions companies spend to gather information about customer satisfaction, senior managers often fail to understand those customers' expectations.
Two Indiana University researchers say creative marketing is needed to reach visitors in what's become a multibillion-dollar-a-year segment of the tourism industry: youth sports tourism.
Among the many factors that impact digital marketing and online advertising strategy, a new study in the INFORMS journal Marketing Science provides insight to a growing trend among firms and big brands ... weather-based advertising. According to the study, certain weather conditions are more amenable for consumer responses to mobile marketing efforts, while the tone of your ad content can either help or hurt such response depending on the current local weather.
For concrete thinkers, product touch is important; for abstract thinkers, not so much. The offline retailer who can mine the wealth of consumer research data available through the internet to pinpoint these concrete thinkers, the authors suggest, can target them with appropriate marketing strategies.
The authors gathered data from 24 branches of a grocery chain in the Northeastern US over 49 weeks and found that deep discounting is a valid strategy supported by the numbers, with the caveat that broad discounting in a category may lead to diminishing returns.
Placemats can be used to encourage children to eat healthier food in restaurants, according to a new study by the University at Buffalo and Independent Health Foundation. Researchers used the dining accessory, known mostly for quirky games and local business advertisements, as a tool to promote healthier menu options in fun and engaging ways.
The conventional wisdom is that relying on revenues from outlet stores can destroy a brand's cachet over time. But according to a forthcoming study in the INFORMS journal Marketing Science, a leading scholarly marketing journal, outlet stores may actually help improve the brand's cachet.
People who are feeling rejected or isolated are more likely to engage in healthy activities if they see messages that appeal to emotion rather than rationality.
Immersive journalism allows viewers to have an intensely subjective experience of an objective situation. It promises new ways of heightening interest in and empathy for news stories, but it also runs the risk of aligning with a post-truth politics centering around subjectivism and relativism. Many challenges remain, chiefly with regards to the technological and ethical aspects of turning an external viewer/reader into an immersed and active participant.
New research finds the type of sensory experience an advertisement conjures up in our mind -- taste and touch vs. sight and sound -- has a fascinating effect on when we make purchases. The study led by marketing professors at Brigham Young University and the University of Washington finds that advertisements highlighting more distal sensory experiences (sight/sound) lead people to delay purchasing, while highlighting more proximal sensory experiences (touch/taste) lead to earlier purchases.