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Tag Archives: brands
Ask Sig: Slogans to Motivate Purchase
Q. Dear Sig,
As the Senior Brand Manager at No Flats Tire, I can tell you our brand team has spent a great deal of time and budget on our “Let the Good Times Roll” advertising campaign. Although consumers seem to know and love the slogan, it hasn’t translated into any measurable bump in sales. What’s going on?
Best,
Down in Detroit
A. Dear Down,
Well loyal reader, don’t be deflated…as you know from being surrounded by advertising in the world today, often you see advertisements you enjoy, although you do not remember the products featured.
Though your advertising creations fill consumers with glee, it is rash to assume that you have connected at a deeper level – or that consumers will be able to recall the product or brand name at all.
Research ON Research: Rating 2 Brands at Once
A Time Saver or A Waste of Data?
Background:
There may be time saved by asking a respondent to move through an attribute battery in an online survey j
ust once and rate two brands – rather than rate a single brand, item-by-item, only to go through the battery again to rate a second brand. However, could this slightly more time consuming method yield richer data?
Research Method:
Using standard security screening and a demographically representative online panel, 1,250 respondents, at least partly responsible for household shopping decisions, answered questions about sports drinks. About equal numbers of respondents rated a pair of brands one at a time (n=580) or both at
once (n=586) on 28 attributes. For each attribute, the average gap between ratings when brands were rated one at a time was tested for a significant difference against when brands were rated both at once.
