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Poster March 22th
Nowadays companies are increasingly embracing WOM marketing as part of their
marketing strategy. These companies have to decide whether to target their loyal
or non-loyal customers. A first article by Godes and Mayzlin (2009) discovered
that marketing campaigns for products with low or moderate levels of awareness
are best targeted at the non-loyal customers.
Read a summary
Posted March 5th
Two articles by Steyn et al. (2011) and Thompson and Malaviya (2011) examined
the effect of consumer-generated ads on the ad recipient. Findings indicate that
consumers are more critical towards advertisements if they know they are created
by a consumer. However, if viewers of the ad know the ad is very popular of if
they feel related to the ad creator, consumer-generated advertisements will
enhance the persuasion of the ad.
Read more
Posted January 10th
Many companies have experimented with their brand architecture throughout
history. Not all these shifts in brand architecture have been successes. In the
case of Unilever, for example, evolving a House of Brands strategy (where the
purchase decision and use experience is driven by the product brands) towards an
Endorsed Brands strategy (where the product brands are endorsed by a master
brand) resulted in some problems because of the inconsistency in communications
about their different brands [...].
Read more
Posted November 28th
Subliminal advertising has been a highly controversial topic. The question
is: Does it work? Two articles by Verwijmeren et al. (2011) and Veltkamp et al.
(2011) indicate that it works, but only under certain conditions. The findings
suggest that the subliminal advertising of, for example a soda, will only
increases the choice for that soda if people are thirsty and if the advertised
soda isn’t habitually chosen. [...]
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Posted October 17th
Online shopping & multi-sensory marketing: how to reach the consumer’s
five senses in a virtual world? Recent research points to the fact that the
internet presents some retailing challenges due to its limited capacity to allow
the consumer full multisensory input. Phillips et al. (1997) found that one
deterrence to consumers’ use of the Internet for product purchase was the lack
of a range of sensory experiences linked to this medium. Intuitively, it has
been suggested that goods requiring multisensory input in reaching product
choice decisions will be less likely to be purchased over the Internet.
Read more
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