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Tag Archives | marketing

Belief Elicitation Research for Animal Health Company

A leading international biopharmaceutical company asked Gallup & Robinson to identify and understand behaviors and attitudes associated with pet ownership. G&R developed a framework to distinguish differences among segments of the population. We identified clearly differentiated demographic, regional and attitudinal segments. Differences in belief systems of each owner population segment explain variances in care behaviors, […]

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Belief Elicitation Research for Animal Health Company

A leading international biopharmaceutical company asked Gallup & Robinson to identify and understand behaviors and attitudes associated with pet ownership. G&R developed a framework to distinguish differences among segments of the population. We identified clearly differentiated demographic, regional and attitudinal segments. Differences in belief systems of each owner population segment explain variances in care behaviors, […]

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Six Things You Should Know about the Current State of Neuro-Marketing in Advertising

In the fall of 2010, G&R was part of a group of seven leading research firms who were invited to take part in the NeuroStandards Collaboration study undertaken by the Advertising Research Foundation (ARF) to increase knowledge about and transparency in the fast developing field of biometric and neuro-physiological research. The study was sponsored by […]

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A Target Worth Watching

Some think that Target has lost its cachet.  A June WSJ article says that the star retailer’s recession-driven strategy to focus on food and low prices works at the expense of its chic image.  This, they say, has confused its audience and put pressure on the company’s large, high-margin fashion and home décor business.   After […]

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Uncommonly Good Advertising

[youtube http://www.youtube.com/watch?v=AbO7fR7eLEc?rel=0&w=480&h=270] Did you catch the most recent Keebler commercial featuring two sisters returning home after school?  It’s saporous.  After a cursory greeting to their Mom on their way straight to the kitchen, the older sister, maybe 11- or 12-years-old, reaches for the last yummy-looking cookie in the pack.  The scene shifts to the younger […]

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Very Pretty, General. Very Pretty. But, Can they Fight?

According to Carl von Clausewitz, the best strategy in war is always to be very strong, first generally then at the decisive point.  It is also the best strategy in advertising.  For us, being generally strong is about branding and the decisive point is about belief change.  Simply, effective advertising should brand well and present […]

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Battle of the Brand(Manager)s

Two juice pouch ads from Kraft exemplify the classic struggle advertisers and parents face when talking with kids – fun vs. sensibleness.  The Kool-Aid ad definitely brings the fun with the bright purple tongue while the Capri Sun ad touches on both fun and sensible choice.  On the one hand, fun is important, but ads […]

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Trust, But Verify

[youtube http://www.youtube.com/watch?v=pOwJOcp-Mxk?rel=0&w=480&h=300] For a cool $5 million, maybe more, Groupon became this year’s poster child for how not to advertise. And it did so on America’s largest television stage, the Super Bowl. The company’s commercials, which included an in-program parody about Tibet featuring Timothy Hutton, and similarly-toned pre- and post-game spots about saving the whales […]

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Lil Jon Knows How to Sell Advertising

In Season 11, Episode 4 of Celebrity Apprentice, Teams Backbone and A.S.A.P. were given the challenge to come up with a :30 commercial to showcase a new videophone product from the company, ACN. The two commercials were evaluated by ACN representatives. Did ACN get it right with their final selection? The teams were charged with […]

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