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January
2010
CARF Update
The January
2010 CARF
Update features
a wealth of informative reading on topics
of special interest to marketers, researchers
and advertisers.
This month, a total of 12 new
articles look at a variety of marketing challenges
in the
current economic
climate. Included: the entrepreneurial
marketing mix; dealing with consumers' fear
of marketing;
how context, brand and brand switching affect
purchases; drawing elder consumers
to information technology; a study
of loyalty
in financial services; sorting out
the
effects of the recession on
consumer evolution;
dangers of a 'brand bubble; jump-starting
a car brand in the downturn; consumers
responses to brand websites;
and how TV builds brands at
low attention; and how new technology enables fleet-footed market research.
Click
here for details of this month's update,
and to read individual articles online
(full articles require a member password). |
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Advertising
Week
Mark
your calendar for
January 25-29, 2010
Advertising Week,
inaugurated in 2009, is Canada’s largest
and most diverse annual gathering of advertising
and
media leaders. Under the leadership of
the Institute of Communication Agencies, the
event will be held in Toronto, Montreal,
Halifax,
Vancouver, Edmonton and Calgary during
the
last week of January. The weeklong celebration
of the wonderful business of ideas and
communication includes keynote and panel presentations,
thought leadership conferences, awards,
events,
demonstrations
of creativity, various initiatives for
younger advertising practitioners, university
outreach
and agency open houses.
For more information,
visit www.advertisingweek.ca, click on
the Registration button, and select
the event or program you’d like to
attend or contact Stacey Farber, Advertising
Week
Event Manager, at 416-482-1396 ext. 223 or
sfarber@icacanada.ca |

A
Forum for the Industry
CARF conferences, seminars
and workshops provide leading edge updates
on advertising measurement, research and applications.
With subjects ranging from consumer demographics,
attitudes and behaviour to media survey techniques
and findings and advertising strategies, CARF conferences
and seminars feature blue ribbon speakers from
Canada and around the world, dealing with emerging
media and advertising research issues that are
timely, relevant and of immediate interest to the
industry. Find
out more >>.
CARF
Seminar Presentations
The Power of Advertising
Advertising
Week – January
28, 2009
History and research have proven
that brands that cut their advertising and marketing
budgets during economic downturns will likely lose
market share to competitors that opt for business-as-usual
strategies. It will also be much more costly for
them to regain share when the economy improves. This
seminar examined the power of continuing to support
marketing initiatives during a recession.
Marketing
in a Recession: To spend or not to spend
Keynote speaker: Nigel Hollis – Executive
Vice-President and
Chief Global Analyst, Millward Brown
There’s plenty of evidence,
going back to the Great Depression, that increased
spending on marketing during a recession can result
in long-term gains for a brand. But is it still true
in today’s environment of new media and media
fragmentation? The effect is even more striking now,
according to Nigel Hollis, EVP and Chief Global Analyst
at Millward Brown, citing new evidence from the Profit
Impact of Marketing Strategies (PIMS) 2008 database.
The PIMS analysis compared the profits
and share of market achieved by companies that increased,
maintained, and reduced marketing spend during a
recession. Companies that cut marketing spend enjoyed
a better Return on Capital (ROCA) in the short-term,
but inferior results after the recession ended. On
the other hand, those companies that increased their
spending achieved significantly higher ROCA and gained
an additional market share during the recovery.
Speaking at CARF’s January
2009 seminar, The Power of Advertising (a featured
event during the ICA’s inaugural Advertising
Week), Nigel Hollis noted that price sensitivity,
brand equity, attitudinal underpinnings and market
share all have an impact on the results achieved
by individual brands.
There isn’t a one-size-fits-all
solution. A number of factors should be taken into
account by advertisers: the nature and size of the
category; the relative strength of the brand; the
motivation of customers; and the competitive response.
He suggested advertisers support their strong brands,
hold prices relative to the competition, take advantage
of lower media costs, and use advertising aimed at
supporting the price by demonstrating value. He also
said that to emerge from the recession as victors,
healthy brands need spirit and the will to win.
How Advertising
Built Diageo Brands
Dhan Kashyap – Director
of Business Strategy, Diageo Canada
“ Regrettable decisions are
made through ignorance.”
So goes the proverb quoted by Dhan
Kashyap, Director of Business Strategy, Diageo Canada,
at the beginning of his presentation at the CARF
seminar. Diageo Canada, marketers of premium alcohol
beverages such as Smirnoff, Bailey’s and Guinness,
demonstrates the will to win and the knowledge to
do it.
At Diageo, research is a form of
insurance and an essential tool for building and
supporting brands. Dahn Kashyap shared several examples,
including how Diageo used research to identify the
brand’s key benefit and develop advertising
that stretched consumer perceptions about where and
when to consume Bailey’s. Diageo successfully
increased Bailey's share of market by repositioning
it from a special occasions drink to a beverage that
can be enjoyed among friends in more casual, but
still special, situations.
The key, according to Kashyap, is
to create brand communications from a deep understanding
of the brand’s benefits and the consumer’s
relationship with the brand. In a recession, it is
all the more important to make the right decisions.
He suggested advertisers apply brand communications
carefully, go back to the basics and do it right,
but also to experiment and course correct as needed.
In response to the current economic
conditions, Diageo is setting the bar high, looking
for breakthrough advertising that creates above-the-norm
awareness. They will continue to focus their efforts
in experiential marketing, the digital realm and
TV.
More presentation highlights online: • Advertising
in a Recession >>
• Effectiveness
of High-Tech In-Store Media >>
• Market
Research Surveys: Online Versus Traditional >>


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