G&R: Advertising Research & Consulting
Messaging Strategy • Advertising Effectiveness • Market Insights
In a competitive marketplace, many advertisers make claims against similar companies and brands to influence customers to choose their product over those of their competitors. At the foundation of this communication is the requirement that the claims be true. Survey research is often used to provide the basis of the claim and to challenge the […]
Every year, an instructor at a large state university acquaints students to the Criminal Justice degree program. In the midst of the talk, a student enters the room, whispers a few words to the instructor and leaves, whereupon the instructor resumes his talk. After a while, he asks his audience to take a sheet of […]
This morning when I got up and went into the bathroom, there were 4 brands of soap, 2 brands of shampoo and 2 brands of conditioner from which to choose. After showering and dressing, I went into the kitchen and selected breakfast from 15 different boxes of cold cereal that sit on our pantry shelves. […]
This morning when I got up and went into the bathroom, there were 4 brands of soap, 2 brands of shampoo and 2 brands of conditioner from which to choose. After showering and dressing, I went into the kitchen and selected breakfast from 15 different boxes of cold cereal that sit on our pantry shelves. […]
A leading international biopharmaceutical company asked Gallup & Robinson to identify and understand behaviors and attitudes associated with pet ownership. G&R developed a framework to distinguish differences among segments of the population. We identified clearly differentiated demographic, regional and attitudinal segments. Differences in belief systems of each owner population segment explain variances in care behaviors, […]
A leading international biopharmaceutical company asked Gallup & Robinson to identify and understand behaviors and attitudes associated with pet ownership. G&R developed a framework to distinguish differences among segments of the population. We identified clearly differentiated demographic, regional and attitudinal segments. Differences in belief systems of each owner population segment explain variances in care behaviors, […]
Some think that Target has lost its cachet. A June WSJ article says that the star retailer’s recession-driven strategy to focus on food and low prices works at the expense of its chic image. This, they say, has confused its audience and put pressure on the company’s large, high-margin fashion and home décor business. After […]
[youtube http://www.youtube.com/watch?v=AbO7fR7eLEc?rel=0&w=480&h=270] Did you catch the most recent Keebler commercial featuring two sisters returning home after school? It’s saporous. After a cursory greeting to their Mom on their way straight to the kitchen, the older sister, maybe 11- or 12-years-old, reaches for the last yummy-looking cookie in the pack. The scene shifts to the younger […]
According to Carl von Clausewitz, the best strategy in war is always to be very strong, first generally then at the decisive point. It is also the best strategy in advertising. For us, being generally strong is about branding and the decisive point is about belief change. Simply, effective advertising should brand well and present […]
Two juice pouch ads from Kraft exemplify the classic struggle advertisers and parents face when talking with kids – fun vs. sensibleness. The Kool-Aid ad definitely brings the fun with the bright purple tongue while the Capri Sun ad touches on both fun and sensible choice. On the one hand, fun is important, but ads […]