My friend and colleague, Michael Kaplan, eloquently describes the connection between word-of-mouth research and television programming in Pamela Parker’s latest ClickZ column:
… Read the restThe beauty of monitoring word-of-mouth online is the unexpected results it can yield.
Here’s an initiative similar to the Apollo Project, from VNU (shareholder at the company I work) and Arbitron, which seeks to understand the link between consumer exposures to multiple media and their shopping and purchase behaviors.
Via WSJ:
… Read the restA number of established audience-measurement companies and industry newcomers are developing tools to better gauge the connection between media exposure and consumer behavior.
Seriously. Does this really require a study? Via WSJ:
… Read the restBy SUZANNE VRANICA
April 5, 2006; Page B3The number of ads crammed into television shows has been a longstanding complaint of both viewers and advertisers. Now NBC Universal is testing whether cutting the "clutter" improves the value of the ads that do run.
A very senior brand marketer of a Fortune 100 company told me today that ad-recall research is not allowed in his organization. Why?
… Read the rest“Because you can put shit on the table in front of me. I’ll certainly recall it, but I sure as hell won’t buy it.
I’m at the Marketing Sciences Institute Trustees Meeting and Conference on Real-Time Marketing, where I’m with a bunch of brand marketers, market researchers and academics – everyone extremely smart, and most with a lot more gray hair than me!… Read the rest
