An Exploratory Investigation of Marketing Research Services in India
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Advertising and the Public Interest. a Staff Report to the Federal Trade Commission. INSTITUTION Federal Trade Commission, New York, N.Y
DOCUMENT RESUME ED 074 777 EM 010 980 AUTHCR Howard, John A.; Pulbert, James TITLE Advertising and the Public Interest. A Staff Report to the Federal Trade Commission. INSTITUTION Federal Trade Commission, New York, N.Y. Bureau of Consumer Protection. PUB EATE Feb 73 NOTE 575p. EDRS PRICE MF-$0.65 HC-$19.74 DESCRIPTORS *Broadcast Industry; Commercial Television; Communication (Thought Transfer); Consumer Economics; Consumer Education; Federal Laws; Federal State Relationship; *Government Role; *Investigations; *Marketing; Media Research; Merchandise Information; *Publicize; Public Opinj.on; Public Relations; Radio; Television IDENTIFIERS Federal Communications Commission; *Federal Trade Commission; Food and Drug Administration ABSTRACT The advertising industry in the United States is thoroughly analyzed in this comprehensive, report. The report was prepared mostly from the transcripts of the Federal Trade Commission's (FTC) hearings on Modern Advertising Practices.' The basic structure of the industry as well as its role in marketing strategy is reviewed and*some interesting insights are exposed: The report is primarily concerned with investigating the current state of the art, being prompted mainly by the increased consumes: awareness of the nation and the FTC's own inability to set firm guidelines' for effectively and consistently dealing with the industry. The report points out how advertising does its job, and how it employs sophisticated motivational research and communications methods to reach the wide variety of audiences available. The case of self-regulation is presented with recommendationS that the FTC be particularly harsh in applying evaluation criteria tochildren's advertising. The report was prepared by an outside consulting firm. (MC) ADVERTISING AND THE PUBLIC INTEREST A Staff Report to the Federal Trade Commission by John A. -
User-Generated Content for Marketing and Advertising
USER-GENERATED CONTENT FOR MARKETING AND ADVERTISING An IAB Buyer's Guide Use of User-Generated Content (UGC) for marketing and advertising purposes has grown significantly in recent years largely due to the rise of social and messaging platforms where "ordinary people" have become avid and voluntary content creators, notably on their mobile devices. Publishers, marketers, and agencies are increasingly taking notice and capitalizing on this trend in new and exciting ways. UGC as a marketing and advertising tactic has developed into a distinctly different discipline than Influencer Marketing and, thus, warrants its own exploratory. This is an important shift in thinking by IAB from prior guidance on UGC that previously included top down influencers as part of the definition of UGC. This Guide includes a Definition, Key Benefits, Sources and Types of UGC, Use Cases, and Legal considerations. The goal of the Guide is to help brands and their agencies understand how UGC can help meet their marketing and advertising objectives. May 2019 TABLE OF CONTENTS Mission and Contributors . 3 What is UGC? . 4 • Definition . 4 • The Difference between UGC and Influencer Marketing Content........................4 The Main Types of UGC . 5 What's Driving Growth of UGC for Marketing and Advertising? . 6 Key Benefits of UGC for Use in Marketing and Advertising . 7 The Proven Effectiveness of UGC . 8 • Why Do People Share? ........................................................8 • Why Do People Share Content About Brands?......................................8 • What Makes UGC Effective? . 8 • How Effective is UGC When Used in/as Advertisements? . 11 How UGC is Being Used in Advertising and Marketing Today . 12 • UGC for Advertising Examples . -
The Predictive Power of Internet-Based Product Concept Testing Using Visual Depiction and Animation
The Predictive Power of Internet-Based Product Concept Testing Using Visual Depiction and Animation# Ely Dahan* and V. Srinivasan** October 1998 * Assistant Professor of Marketing and Management Science, E56-323, Sloan School of Management, Massachusetts Institute of Technology, Cambridge, MA 02142-1307 ** Ernest C. Arbuckle Professor of Marketing and Management Science, Graduate School of Business, Stanford University, Stanford, CA 94305-5015 # The authors thank the Center for Entrepreneurial Studies, Graduate School of Business, Stanford University for financial support. Comments on the research from Professor Charles Holloway are appreciated. The authors also thank Erik Mulder of Silicon Graphics, Inc. and Leonard Lee and Justin Willow of Stanford University for their tireless efforts converting things virtual into reality. Biographical Sketches Ely Dahan is Assistant Professor of Management Science in the Marketing group of MIT's Sloan School of Management. He is currently completing his dissertation in the Operations, Information and Technology program at Stanford Business School. At Stanford, Dahan was selected to participate in the Future Professor of Manufacturing program sponsored by the Stanford Integrated Manufacturing Association (SIMA). He held an Integrated Manufacturing fellowship from the Department of Energy, a National Doctoral Fellowship from the American Association of Collegiate Schools of Business (AACSB), and a Jaedicke Fellowship for scholarly achievement from the Stanford Business School. His research interests include internet-based market research methods, mathematical models of parallel and sequential prototyping, and the economics of cost reduction during product design. Prior to returning to academia, Dahan received a Bachelor's degree in Civil Engineering from MIT and an MBA from Harvard Business School. -
Farm-Direct Marketing: Merchandising and Pricing Strategies
Farm-direct Marketing #3 PNW 203 Merchandising and Pricing Strategies Merchandising refers to the set of strategies that direct marketers use to The Farm-direct make sales. It includes: Marketing Set • Product selection A farm-direct marketing business provides • Processing and packaging both attractive opportunities and unique • Pricing challenges to farm families. The farm-direct • Display marketing series of Extension publications • Inventory control offers information about establishing and developing a range of farm-direct • Advertising enterprises. • Customer service Other publications in the series are: In summary, merchandising is the art of selling. • An Overview and Introduction (PNW 201) • Costs and Enterprise Selection (PNW 202) Merchandising Plan • Location and Facilities for On-farm Sales (PNW 204) Your overall merchandising goal is to sell your products as profitably as • Personnel Management (PNW 205) possible and to build satisfaction and repeat sales. To achieve this goal, you should • Financial Management (PNW 206) develop a comprehensive merchandising plan. Success in merchandising requires • Legal Guide to Farm-direct Marketing providing what the customer wants, where and when she wants it. Direct (PNW 680) marketing customers want a combination of excellent quality and good value • Food Safety and Product Quality (PNW 687) and expect some choice of products and package sizes. For these reasons, proper product selection and handling must be part of a successful merchandising plan. To learn more, consider one of the online courses offered by Oregon State University, Because customers are attracted by a diversity of offerings, effective Washington State University, and University merchandising actually begins with your farm production decisions. Your farm of Idaho: stand or farmers market booth becomes increasingly attractive to customers as it In Oregon—Growing Farms: Successful offers a greater range of the products that they want. -
Ensuring Brand Activism in Integrated Marketing Communications Campaigns Resonates with Millennial Consumers
University of Mississippi eGrove Honors College (Sally McDonnell Barksdale Honors Theses Honors College) Spring 5-9-2020 Ensuring Brand Activism in Integrated Marketing Communications Campaigns Resonates with Millennial Consumers Anna Hermann Follow this and additional works at: https://egrove.olemiss.edu/hon_thesis Part of the Advertising and Promotion Management Commons, Business and Corporate Communications Commons, and the Marketing Commons Recommended Citation Hermann, Anna, "Ensuring Brand Activism in Integrated Marketing Communications Campaigns Resonates with Millennial Consumers" (2020). Honors Theses. 1571. https://egrove.olemiss.edu/hon_thesis/1571 This Undergraduate Thesis is brought to you for free and open access by the Honors College (Sally McDonnell Barksdale Honors College) at eGrove. It has been accepted for inclusion in Honors Theses by an authorized administrator of eGrove. For more information, please contact [email protected]. ENSURING BRAND ACTIVISM IN INTEGRATED MARKETING COMMUNICATION CAMPAIGNS RESONATES WITH MILLENNIAL CONSUMERS by Anna Hermann A thesis submitted to the faculty of The University of Mississippi in partial fulfillment of the requirements of the Sally McDonnell Barksdale Honors College. Oxford May 2020 Approved by ___________________________________ Advisor: Professor Christina Sparks ___________________________________ Reader: Professor Robin Street ___________________________________ Reader: Dr. Robert Magee © 2020 Anna Hermann ALL RIGHTS RESERVED ii ACKNOWLEDGEMENTS Firstly, I need to express my immense gratitude to my advisor, Professor Christina Sparks. She provided me with much guidance, expertise, and encouragement throughout this process. I greatly appreciate her time and patience with me throughout the past year; I could not have completed this project without her. I would also like to thank the two members of my committee, Professor Robin Street and Dr. -
MARKETING PLAN OUTLINE (Recommended Length: 3-5 Pages)
MARKETING PLAN OUTLINE (Recommended Length: 3-5 pages) 1. Company Name 2. Marketing or Promotional Statement 5-7 words briefly describing your business and its product or service 3. Product or Service Description Nature and detailed description of your product or service What do you sell? What are the benefits your products/services? What is special, unique, or different about your product or service? Describe your Unique Selling Proposition (USP). 4. Market Analysis Service/Industry Background and Description Market Segments Current Market Situation Analysis Competitive Analysis - Strengths, Weaknesses, Opportunities and Threats Marketing Research Who are your competitors? What do your competitors do better than you? What do you do better than your competitors? What is your competitive position? How large is your overall market? What is your market share? Is your market share increasing, shrinking, or stable? How do your prices compare to your competitors' prices? How do you establish prices? What are your business strengths? What are your business weaknesses? What might keep you from achieving your goals? Is your market changing in any ways? What facts or new information do you need to figure out? 5. Target Market Target Market Definition Demographic and Psychographic Profile for Primary and Secondary Customers What are your target markets? Who are your current customers? What are their buying habits? Why do your customers actually buy your goods/services? Who are your best customers and prospects? Marketing Plan Outline (Continued) 6. Marketing Objectives Revenues (Year one, Year two, Year three) Profits (Year one, Year two, Year three) Market Share – Optional What are your overall goals? 7. -
The Importance of Market Research in Implementing Marketing Programs
International Journal of Academic Research in Economics and Management Sciences March 2014, Vol. 3, No. 2 ISSN: 2226-3624 The Importance of Market Research in Implementing Marketing Programs Hamza Ali Al-Shatanawi School of Business Innovation & technopreneurship University Malaysia Perlis Email: [email protected] Abdullah Osman School of Business Innovation & technopreneurship University Malaysia Perlis Email: [email protected] Mohd Suberi Ab Halim School of Business Innovation & technopreneurship University Malaysia Perlis Email: [email protected] DOI: 10.6007/IJAREMS/v3-i2/790 URL: http://dx.doi.org/10.6007/IJAREMS/v3-i2/790 Abstract This study provided a deep understanding of the market research and the process which involved and participated in achieving the needed goals. This study also discussed the role of research in building & implementing successful marketing programs. As well as it explained the role of marketing research and its importance in taking the decisions, also we will not forget that this study gave the needed and how we can apply market research on our business. Keywords: market research, marketing program, market challenge 1.0 Introduction Marketing is a restless, changing, and dynamic business activity. The role of marketing itself has changed dramatically due to various crises—material and energy shortages, inflation, economic recessions, high unemployment, dying industries, dying companies, terrorism and war, and effects due to rapid technological changes in certain industries. Such changes, including the Internet, have forced today’s marketing executive to becoming more market driven in their strategic decision-making, requiring a formalized means of acquiring accurate and timely information about customers, products and the marketplace and the overall environment. -
How Brand Activism Affects Consumer Attitude
How Brand Activism Affects Consumer Attitude A study on Swedish consumers’ attitudes towards companies using brand activism, with the Black Lives Matter movement as context Bachelor’s Thesis 15 hp Department of Business Studies Uppsala University Fall Semester of 2020 Date of Submission: 2021-01-14 Diana Araf Emma Lundemo Dahlin Supervisor: León Poblete Abstract Black Lives Matter rörelsen engagerade människor både internationellt och nationellt under våren 2020. Företag var inte sena med att ta ställning och visa deras stöd i frågan, vilket ledde till olika typer av reaktioner bland deras konsumenter. Denna studie ämnar undersöka svenska konsumenters attityd gentemot företag som använder sig av brand activism som svar på sociala rörelser, där Black Lives Matter valts som empiriskt kontext. Studien ämnar också besvara vilka de viktigaste aspekterna bakom konsumenters attityd är. En förstudie har gjorts genom netnografi och empiri har samlats in genom en webbenkät med 260 svenska respondenter. Studiens analys och resultat tyder på att respondenternas generella inställning till brand activism är positiv i de fall då respondenterna anser att den sociala rörelsen som stöttas är viktig. Det finns dock tre dimensioner som påverkar den övergripande attityden, dessa är autentiskt innehåll, attityd gentemot företaget och värdet i handlingar. Inom dessa dimensioner utrönas flertalet teman där företagets historia och storlek, innehållet i själva budskapet samt att det genomsyrar organisationen är de viktigaste. Vidare är även temana utbildande, genuin och handlingskraftig kommunikation inom brand activism viktiga delar att ta med sig från resultatet. Number of pages: 48 Course: International Business and Marketing Department: Department of Business and Economics University: Uppsala University Period: Fall 2020 Mentor: León Poblete Key words: Black Lives Matter, Woke-washing, Brand activism, Social movements, Consumer attitude, Brand attitude 2 Key concepts Social movements: Mobilized groups that take action through petitions, rallies, strikes, marches etc. -
Understanding Marketing & Branding
Kat Merrick TotallyLocalVC.com Branding is Strategic Marketing is Tactical Branding is as vital to the success of a business as having financial coherence, having a vision for the future, or having quality employees. Marketing unearths and activates buyers. Branding makes loyal customers, advocates, even evangelists out of those who buy. This works the same way for all types of businesses and organizations. With every action you are either constructing or deconstructing the brand. Every thought, every action, every policy, every ad, every marketing promotion has the effect of either inspiring or deterring brand loyalty in whomever is exposed to it. All of this affects sales. Marketing encompasses all the processes that identifies, recognizes and satisfies customers needs and wants through the sale of products and services and does it better than competition in a consistent and timely manner. If you are poor at the marketing process, you no doubt will be poor at generating profitable revenue for your business. It’s that important. Helps you clearly understand who you are and who your desired customer base is Communicates a consistent message to the ideal customer Tracks Costs / Measures Value Helps with Focus Charts Success Serves as a Business Handbook Captures Thinking on Paper Reflects the Big Picture Becomes a Document to Build On So, where does the marketing plan fit in? It becomes the roadmap for achieving your business goals. Understanding your business How are you positioned in the market? What makes you unique? -
Concept Testing in New Product Development: Investigating the Effects of Prototype Trial
U can’t touch this” Stimuli design decisions and prototype trial in concept testing Boris Durisin Associate Professor ESCP Europe Marketing Department 79, av. de la République 75011 Paris France 1 “U can’t touch this” Stimuli design decisions and prototype trial in concept testing Abstract New product development literature has underlined concept testing’s pivotal role in the introduction of successful products and the increasing need for enhanced guidelines in concept testing design to provide more reliable test results. Concept testing design involves decisions on stimuli presentation, respondent selection, response measurement; each of these might have a relevant impact on concept test validity. Prior work studies respondent selection and response measurement decisions. This work addresses stimuli design issues. Prior work investigated either prototype exposure or prototype trial. Our exploratory studies effectively measure the effect of product trial on concept evaluation by assessing concurrently the effects of prototype exposure and prototype trial. The work theorize conceptually and investigates empirically the effect of using a product prototype trial in concept evaluations on purchase intentions and price level and the difference in results when testing the use of prototype exposure alone. We find that prototype trial positively affects purchase intentions and willingness to pay a higher price. Stimuli design influences concept testing results. We discuss implications for research and managerial practice on concept testing. 2 INTRODUCTION Companies cannot depend, in the long run, only on sales promotions, cost savings and quality improvements on their current product offering to meet profit and sales objectives (Hultink and Robben, 1995; Pauwels, Silva-Risso, Srinivasan, and Hanssens, 2004; Srinivasan, Pauwels, Silva-Risso, Hanssens, 2009). -
Role of Successful Branding in Social Marketing
IOSR Journal of Business and Management (IOSR-JBM) e-ISSN: 2278-487X, p-ISSN: 2319-7668 PP 49-52 www.iosrjournals.org Role of Successful Branding In Social Marketing Vijayarani.S MIB., MBA., M.Phil., Assisitant Professor, Department of Management, St.Joseph’s College for Women, Tirupur. Abstract: The article focuses on the role and importance of branding in social marketing with the help of successful social marketing brands. Barriers for successful branding for a social product like –health, smoking or safe driving campaign, are discussed. Like the four P’s required for marketing of any offering, social marketing brand involves five C’s – Change-orientation, Competitive, Compatible, Caring and Culturally appropriate. The challenge of social marketing lies in complementing rather than compete with community mobilization and structural changes and in increasing the occasions and the number of times it is chosen as the ‘preferred brand’ for individual/societal change. For a successful branding of social marketing three main points are important – committed and extensive private sector involvement, creation of academic programs and legitimization of social marketing as a scholarly field of study. I. Introduction Marketing in the 21st century is well accepted as an effective method of creating awareness and generating interest in customers to buy the organization’s offerings. Andreasen and Kotler explain generic marketing in two ways – Descriptive and Prescriptive. Descriptive is a mere activity that members of society do and prescriptive is something members of a society ought to do to achieve certain results. They further stress on the point that the ultimate objective of generic marketing is to influence behavior, which is what social marketing or in that case any marketing activity strives to achieve. -
Marketing Research to Support the Stage Gate New Product Development Process
Marketing Research to Support the Stage Gate New Product Development Process Agile. Iterative. Informed. Fast. These are hallmarks of today’s effective new product development, with the goal of establishing a stream of new products to support business growth. More than ever, businesses are looking to new product innovation to keep their brands relevant and to maintain profitability. Stage Gate processes, developed by Robert Cooper, have streamlined the new product development cycle for many businesses. What is the Stage Gate Process of New Product Development? According to proponents, the Stage Gate Process can help you: Get new products to market faster, Improve new product success rates, Focus on developing products with the highest potential, Experience fewer new product development errors, waste and re-work. Businesses that have implemented the Stage Gate Process also experience improved leadership alignment around new products, creating: More efficient and effective allocation of scarce resources, Better visibility of all projects in the pipeline, More effective cross-functional engagement and collaboration, Better communication and coordination with external stakeholders. While Athena of Greek myth may have sprung fully grown (and armored) from the head of Zeus, most successful new products have a much more labored beginning. The Stage Gate process creates a structured and disciplined approach to product development, with specific “stages” and requirements for the performance necessary to pass successfully through the next