One hundred fourteen subjects, sixty-four Taiwanese and fifty American, whose ages range from 18 to 81 years, participated in this study to investigate the different emotional responses to twelve global standardized TV commercials. The results indicated that there were no significant overall differences in emotional responses to ads. One ad was found to evoke significantly different emotional response on the pleasure dimension and one ad on the arousal dimension. No significant difference was found for the dominance dimension between countries. The study also demonstrates that AdSAM® is an effective method for measuring emotional response globally, across cultures.
There have been a large number of conflicting working models and assumptions proposed for interactive media, suggesting that there are problems in the way we conceptualize interactivity in general. Work in interactive media, including research, design and strategic planning, faces disruption from a lack of appropriate theoretical development. Such theory building can be facilitated by taking a close look at lessons learned from real life observations of media users. This study will summarize recent consumer research in interactive media, including the practical and theoretical lessons from which we can learn in developing research methods and tools relevant to new media, such as the Worldwide Web (WWW.) Based on accumulated studies in online consumer research over an eighteen month period, the author wUl examine various methodological solutions to the challenge of the online environment. The paper will also suggest how the research community as a whole may cooperate in setting an agenda for an ethics of online research practice.
This paper describes how Suntory restored the international reputation and brand value of the French wine estate Chateau Lagrange by completely restructuring the estate. It emphasises the importance of establishing good relationships with local people and the Bordeaux wine community, and how Suntory's corporate philosophy lies at the heart of the Chateau Lagrange success story. It also demonstrates how the lessons learned at Chateau Lagrange have benefited Suntory in other projects internationally.
Getting dose to customers, understanding and meeting their needs in terms of products, services and business relationships have been for many years the key corporate success factors. Of late much has changed, companies are now being forced to change their strategic focus to one which majors on retention and longevity of customer relationship. Three key issues now dominate (or should dominate) the agendas of most senior managers: retention of customers and the longevity of their relationship; attraction of competitors customers; and maximising the effectiveness of marketing spend. Behind all three of these issues is one underlying factor - commitment (as opposed to loyalty). This paper questions the overriding preoccupation of many organisations on customer satisfaction and also the waste of marketing expenditure which is targeted at those unlikely ever to change suppliers. It is based on a highly successful commitment segmentation technique that has been used in 1000 surveys worldwide.
This paper has two aims: first, to send out a wake up call to us market researchers as a profession. If we don't want to fade into oblivion like the buggy whip,the time to begin a fundamental change of market research is now. And, secondly, to discuss some ways we might get there - to the future, that is. Traditionally, market research has provided clear, reliable pictures of today and yesterday. Our tools for predicting the future have been primarily limited to demand curves, price elasticity and data input to models. These tools have served us well for the last fifty years. But they are inadequate for the business environment that we will soon be facing. Our focus as an industry must realign our time frames. Tomorrow is the name of the game, tomorrow.
Buyer-seller relationships, networks and partnerships are rapidly becoming key issues in marketing. Indeed it is now recognized that building and maintaining interactive strategic relationships have significant long term implications for a company's marketing efforts. Although interactivity in one form or another has existed in marketing for a long time, a key question is the significance of high-tech intelligent interactivity. Recently in consumer marketing the focus has shifted from creating brand loyalty through mass advertising and sales promotion programs towards developing direct one-to-one relationships. The more the marketers try to develop a relationship directly with their consumers, the better will be the response and commitment from consumers. The Internet will be expected as the ultimate interactive and relationship building medium for buyer-seller relationships.
Todays environment has increased the need for advertisers to reach consumers outside the home. This has contributed to the growth of place- based media. Audience estimates for traditional media have historically been based on probability based sampling methods and have allowed users of the estimates to make inferences with this assumption. Audience estimates for place-based media require unique approaches to achieve probability based samples. This paper will provide examples of design and selection of survey samples for place-based media research.
As a contribution to the growing discussion of ethnographic and observational approaches in market research, this paper takes up the issue of tactical decision making in implementing these projects. Clients tend to ask tactical questions first, when considering this approach, however, this discussion has been overlooked in the research literature. The predominant implementation issues that arise in connection with fielding ethnographic studies include: determining study sites; determining respondent interaction; gaining respondent cooperation; orienting respondents; data collection (traditional and non-traditional means); mavimfring client observation and co-participation; determining field time; and organizing and reducing collected information to best meet marketers' needs. This paper addresses these issues according to a consistent set of principles and describes how decisions are made about research implementation according to the QualiData model.
Today, the process by which advertisers select the programs within which to present their messages is a one-dimensional process based upon a quantitative estimate of the size of the audience, defined by age and sex, delivered by each program. This process does not include any consideration of the qualitative dimensions of television viewing such as the viewers attention to the program and satisfaction with the total viewing experience. Insights that I have gained from the qualitative research that we at CBS have done concerning the viewing experience have led me to conclude that the qualitative dimensions of media exposure have substantially more impact on the communication of advertising messages embedded within television programs than we have assumed in the past. These qualitative differentials often outweigh the quantitative differentials upon which advertising placement decisions solely rest today. It is this thesis which will be presented and defended in this paper.
The paper describes the following: a short introduction of Japans marketing research industry; usage of and needs for marketing information and research including relationship marketing among research users; research user attitudes toward marketing information and research; and penetration of the Internet. Information on usage and needs for marketing information and penetration of the Internet is based on mail surveys conducted by the Japan Marketing Association every two years since 1988.
Severe TV audience fragmentation in the United States is prelude to a worldwide ratings slide. This paper argues that from the experience in the United States, audience fragmentation does not signal the end of mass market television. American viewers continue to watch more than twenty-eight hours a week. This audience is simply being divided up into smaller pieces and is being sold by more suppliers. The author suggests fragmentation is opportunity, not misfortune. It can improve targeting, lower CPMs and even lower the cost of buying reach. The challenge is to adjust our thinking - and our planning and buying techniques - to the new reality.
This paper discusses advertising using interactive mechanisms, above all, Internet-based advertising in Japan. The number of Internet users is sharply increasing in Japan as in other countries. With this increase, a large number of companies are trying to utilize the Internet as a place for their marketing activities, including advertising. However, no standardized advertising method to be used on the Internet has been established, and so it is necessary to consider new methods.