Understanding “Path to Purchase” will change marketing and media priorities. In most cases, it is likely to increase the budget for search, comparison shopping, and particularly in-store shopper marketing vs. using a media habits approach because those places don’t have a big share of media time but they are where the “lean-forward” action is.
Aug
13
Shopper “path to purchase”: a new approach to media planning?
In: advertising, media, retail, shopper insights, shopper marketing
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Jul
1
Media Research: Are We Falling Farther Behind?
In: advertising, data quality, social media
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Are we in a crisis, as Alan Wurtzel from NBC said? Bob Barocci, President of the ARF on the state of media research presented at the ARF’s Audience Measurement 4.0 Conference.
Jun
29
What’s a Researcher Like Me Doing in a Place Like This?
In: advertising, branding, innovation, listening, Research is Cool, research transformation
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Could a marketing researcher bring a new, edgy perspective that others would find compelling? Yes! Blogging for Fast Company Magazine on marketing, advertising, and innovation.
Jun
22
How Advertising Works; The Second Right Answer
In: advertising
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The second right answer must come from knowledge. It must be compelling because you are challenging the incumbent, the first right answer.