Reactions to market research studies are always far more fascinating than the results themselves as most studies simply confirm the obvious. So, out comes a study from the University of Connecticut's Center for Health Communications and Health Marketing that claimed alcohol advertising increased alcohol consumption. Hooray. Advertising works. Next. But wait, not so fast. Advertising, when it comes to alcohol and the AAAA - that fine ad agency cheerleading organization - doesn't really work.
Referring to the study, AAAA Executive VP told Ad Age, "We've seen over the last several decades that as alcohol advertising spending increased, underage drinking substantially decreased." To be fair, he's referring to underage drinking and not all drinking but it is a bit humorous when it comes to alcohol, fast food and "less noble" advertising in that, without fail, when these issues come up, advertising only works when it's promoting something "good." Otherwise, it can't possibly have anything to do with promoting something "bad."
Financial services company has launched a truly interesting site, called Your Point of View, that intends to become a clearing house for world opinion and a celebration f differences in a world of sameness. Oops, that sounded like a press release. Sorry, but that's really what it's all about. The site lets you voice your opinion and drill down into the opinions of different cultures on the same topic. From cloning, to haute couture to wind farms to tattoos and modern art, the site present metrics for each category. While it's all tied to HBSC, it's nicely detached from any obvious product promotion except, of course, for its brilliant method of collecting varying cultural insight for use in defining the company's country-specific marketing.
A recent Cadillac campaign placed Cadillac DTS ads on thousands of GPS-enabled golf carts at 105 high end golf courses for three months beginning in September was deemed successful by AdverTickets, the company that worked with Cadillac agency Starcom on the effort. A follow-up survey conducted by Edison Media Research found 42 percent noticed an advertisement on the GPS system, 70 percent of the respondents that noticed an advertisement recalled specifically seeing an advertisement for Cadillac DTS, 54 percent of which recalled the advertisement unaided. Younger golfers, under age 24, had a recall of nearly 90 percent.
Brandimensions today announced the release of a new research report that captures the share of online discussion and sentiment generated by viewers of the Fall season's new television shows on major networks. Brandimensions searched over 150 million Internet sites and approximately 395,000 sources pertaining to the television industry, ultimately analyzing 6,497 relevant consumer comments posted online between September and November 2005 and specific to the season's new television shows. Findings conclude CBS retains its Best-in-Class position among all networks, based on its combination of online discussion share and high viewer sentiment. Additionally, NBC recorded the highest average sentiment for all new shows with the No.1 ranked My Name is Earl contributing greatly to the overall audience appeal of NBC shows.
According to Gallup's annual honesty and ethics poll, we all still suck. The poll says advertising practitioners rank below congressmen and just above car salesmen and telemarketers Just as in past years, there's not much respect out there for us ad folk. We'd venture to say purveyors of pop up/unders sure haven't helped our cause. Anything to say in answer to that FastClick, ValueClick, Casale Media?
A recent study by the Syndicated Network Television Association claims 80 percent of DVR viewers view syndicated programming live versus 48 percent for network prime time. During the day, 73 percent of DVR users view syndicated talk shows live versus 46 percent of DVR users viewing soaps.
Donny Deutsch will announce the 2005 "Media Person of the Year" on his CNBC show, "The Big Idea," this Monday, Dec. 5. Each year, I Want Media runs a poll to find the "Media Person of the Year" defined as the figure who had the most impact on the media landscape. Last year's "Media Person of the Year" was the Daily Show anchor Jon Stewart.
This year's 10 candidates, submitted by the site's readers are CNN's Anderson Cooper; Gawker Media's Nick Denton; Google's Larry Page and Sergey Brin; Apple's Steve Jobs; Author Judith Miller; media mogul Rupert Murdoch; Craig's List's Craig Newmark; Viacom's Sumner Redstone; Howard Stern and Martha Stewart (who was named the 2002 "Media Person of the Year").
I'm voting for underdog Nick Denton. You should too. He, and blogging, have significantly altered the media landscape in recent years. The online poll closes this Sunday evening.
Eluded to at a recent ad:tech conference in New York, Word of mouth research and planning firm BuzzMetrics has launched a syndicated service to measure television discussion on blogs, message boards and other social media. Called TV*BuzzMetrics, the ratings service will provide television executives and advertisers "ongoing qualitative insights that help explain key drivers of viewer engagement, and understand potential value of new programs." Making this all possible, BuzzMetrics is a business affiliate of VNU, owner of research brands ACNielsen and Nielsen Media Research.
A recent survey of 2,574 US consumers commissioned by Jack Morton and conducted this year found Gen Y consumers - also known as "millennials" - respond strongly to live marketing events, which they prefer over TV and Internet advertising. While self serving, the study found 70 percent of 13 to 23 year olds say experiential marketing is extremely or very influential on their opinion of a product or brand. Sixty Five percent of 13 to 23 year olds say participating in an event would cause them to act more quickly to purchase a product. Seventy six percent of this demographic say participating in an event would make them more receptive to the brand or product's advertising. Seventy four percent of 13 to 23 year olds say participating in a live marketing experience is something they would tell others about.
Whether or not Jack Morton is drumming up business for it self with this study is irrelevant. What's very relevant is the fact Gen Y, and other demos for that matter, don't respond well anymore to traditional media. The emerging field of experiential marketing - a fancy name for event marketing - appears to be gaining traction and success at reaching elusive, traditional media-averse audiences.
Newly researched, MarketingSherpa's Email Marketing Benchmark Guide 2006 is out and includes 310 charts, tables, and heatmaps featuring data on open rates, clickthrough rates, email budgeting, typical conversion rates, business-to-business email marketing, and ecommerce email campaigns. Seven eyetracking heatmaps are also included which reveal the results of eyetracking lab tests conducted by MarketingSherpa to determine how the human eye interacts with email, including text versus HTML formats.
For you email marketers, this is the bomb. Oops, we can't say that because we're only , so we'll just say, "You gotta get this report, homies!" Oh wait, that's not right either. Let's try, "This report kicks ass!" Hmm...too blunt too eighties. How about, "Get this report and you'll be counting clicks all the way to the bank." Nope. Way too cheesy. Well, perhaps we'll just say, "If your marketing department sends out email newsletters and/or sales alerts, the new MarketingSherpa Email Marketing Benchmark Guide 2006 is a practical must-read." There. That's it. When in doubt, just copy what the press release says.