Marketing

Doling out $600 billion annually and poised to inherit $30 trillion from their Baby Boomer parents, Millennials are quickly gaining massive purchase power and influence.

Nearly half of all consumers indicate they would rethink purchasing from brands or would boycott products if they encountered brand ads alongside digital content that offends them, reveals a new study on “How Brands Annoy Fans.”

It’s been exactly one year since the release of the K2 Intelligence report commissioned by the ANA, “An Independent Study of Media Transparency in the U.S. Advertising Industry,” and the issue of media transparency continues to be a topic of industry discussion and debate.  By Bill Duggan, Group EVP, ANA

The 4A’s revealed findings from two surveys monitoring consumers’ and ad agency professionals’ beliefs about brands taking political or social stances.

All companies sell products or services at a price, and managing price is a major responsibility of top management.  Car companies sell cars, and sticker prices are marked on side windows.  Coca-Cola sells concentrate to its bottlers, setting price per gallon to match market circumstances.  Pizza-Hut sells pizzas in restaurants, and pizza prices are marked on the menus.  Bain sells consulting studies to corporations and prices them by study length and complexity.  Agencies, though, are confused about what they sell and how to price it.  Their ignorance of pricing is ruining agency operations and destroying agency value for clients, employees and holding company owners.  The advertising industry is the only industry in the world without a concept of pricing.  By Michael Farmer / Madison Avenue Manslaughter Archives

Criteo S.A. together with Kantar Millward Brown, released “Trade Marketing in Transition,” a study commissioned to better understand how marketers are working with retailers to draw attention to their products.

Most of Gen Z — the generation born after 1995 — still aren’t old enough to buy alcohol, get married or hold their first job. But they’re already flexing their consumer muscles. More than 70 percent of Gen Zers surveyed for the NRF/IBM “Uniquely Gen Z” study released earlier this year say they influence family spending on everything from electronics and vacations to everyday household items.

Since 2011, consumer spending in the foodservice channel has seen significant growth, with U.S. diners now spending, on average, $144 per month on food prepared outside the home — $25 more than two years prior — according to new research published in the third edition of The Why?

The technology giants Google, Apple, Microsoft, Amazon and Facebook – take the Top 5 places in the 2017 BrandZTM Top 100 Most Valuable Global Brands ranking released today by WPP and Kantar Millward Brown.

Last month, the ANA released the 17th edition of its “Trends in Agency Compensation” research. The study, which has been conducted every three years for nearly 50 years, tracks changes in compensation practices. According to key research contributor Dave Beals, president and CEO of JLB + Partners, “Some marketers are choosing to simplify compensation by using a commission method instead of negotiating the different labor and tech cost elements.”  By Kerry Breen, senior manager, marketing knowledge center at ANA

Lines between products, services, and user environments are blurring. The ability to craft an integrated customer experience will open enormous opportunities to build new businesses.

The fundamental problem with digital advertising today is that too many ad formats are truly disruptive.   by Nigel Hollis

The House Ways and Means Committee and the Senate Finance Committee have recently held hearings on reforming the corporate tax code as tax reform efforts are starting to ramp up.  

TV ads consistently outperformed other options from 2010-2016 with up to seven times the relative lift over paid search and five times better than display advertising, according to a study from Neustar.

Marketers and market researchers working in the multicultural and cross-cultural space have long known the shortcomings of utilizing acculturation models for segmentation. Our conflicted national identity and increasing demographic diversity have created a cultural Rubik’s cube that resists classification. I’ve written on this topic several times and have proposed alternative segmentation tools but there has never been a viable replacement for the acculturation model so it has persisted, until now.  by Mario Carrasco / ThinkNow Research

The way people consume media is changing almost before our eyes, with new ways to watch and new devices on which to do so. This multitude of consumption options and increasingly intense competition for viewers’ time is changing audience habits, too. As the media world grapples with these issues, so too must the sports industry. But these challenges aren’t the only obstacles facing the sports realm.  By Danny Townsend and Glenn Lovett, Global Managing Directors, Nielsen Sports

If wisdom is the quality of having experience, knowledge, and good judgment, then the human manifestation of this quality pales in comparison to data-driven wisdom.

Can online behaviors drive more foot traffic … specifically, can influencer content pointed at a specific retailer on behalf of a brand/product increase foot traffic?

Everyone likes an underdog story. As consumers increasingly choose products and brands that are unique or differentiated, small brands can have a definitive advantage. Taking on the food giants that dominate the CPG landscape may once have seemed like a David and Goliath challenge, but that story doesn’t ring true today as consumers of all demographics seek out brands that signify quality, uniqueness and choice.

Emerging in-store technologies and positive social media feedback are among the top priorities for both Generation Z and Millennial consumers.