This paper utilises the FMCG category in a mature market with sustained equilibrium and a considerable number of well-established products to assess two assumptions: the stability of the system through time, without launch of new products nor significant changes in key variables of currently existing products (distribution, price, promotions); and the instability of the system caused by the launch of a new product or significant change in key variables from any currently existing product. The paper analyses the role of advertising for each of these two cases.
The paper describes a cooperative study between media agencies and a conventional broadcaster to assess and quantify the impact on adding product placement to a program and a product's integration into the program narrative. The study measured unaided and aided awareness, product purchase intent, brand personality and program enjoyment.
The 'Out-of-home' marketplace is exploding. There are a few places people go that do not have some opportunity for a commercial message. But do the vehicles in these places accomplish their goals? This paper examines the effectiveness of 'Out-of-home' advertising from billboards to cinema. Studies from the classic 'Who is Miss America?' to more recent sales modeling efforts show that these vehicles can be impactful (although impact will vary by target, by brand, by vehicle and by location). MindShare research shows that Out-of-home can even work with children. We also posit some theories about why Out-of-home works.
For many years both broadcasters and agencies have conducted research to discover whether there is a relationship between positive TV programme involvement and commercial recall. In the main, they have agreed that such a relationship exists. This paper shows how a surrogate was created for programme involvement and how quality dimensions have been applied to every target audience and each programme. The technique is applicable to all countries with minute by minute, metered audience measurement.
The public objective analysis cannot be independent of the relationship that exists between the brand and the consumers of the category. To manage our communication strategy properly it is necessary to keep in mind three key dimensions analysed in the same study: the brand, the consumer and the media.
One difficulty in accurately predicting the media future through research is that most studies are conducted on the general population. It is well known that older generations are less willing to accept change and are least affected by it. We can better understand the future of media and technology if we understand the motivations, attitudes and behaviour of today's youth vs. previous generations of youth. This paper speculates on the future of both established and newer media based on the findings of Snapshots of Youth - a qualitative, global study conducted by MindShare and designed to understand the lives of opinion-forming late teens.