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| The Canadian
Advertising Research Foundation is
a non-profit organization whose prime focus
is advertising, communications and media
research. CARF sets standards for research,
promotes Canadian expertise and provides
a forum for industry issues. |
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CARF March 2011 Update
Full articles for online reading (member password required):
Banking on the youth: The case for the finer segmentation of the youth market
This paper examines the differences among the different subgroups of the youth market in the context of their financial interests and usage. It looks at what determined their choice of banks and what factors influence their satisfaction, loyalty, and behavioral intentions with regard to their banking needs.
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article >>
Ethnic advertising: Adolescents' attitudes towards target and non-target advertisements
This article explores attitudinal and behavioural differences between target and non-target groups of ethnic advertisements. It seeks to expand the existing body of knowledge by investigating these differences from the perspective of young consumers in an Eastern context.
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Managers must be cognizant of the variety of brand relationships that men form with regard to fashion and grooming in order to effectively appeal to this growing market. The new relationships identified exhibit the goal-driven nature of men's engagement with brands. The prevalence of secretive and adversarial relationships also demonstrates that marketers and retailers must be mindful of men's boundaries of consumption.
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Consumer responses to ecolabels
Early adopters of a new ecolabel mostly employ a high effort adoption process. Starting the adoption process depends on both motivation (intention to buy sustainable fish products) and ability (issue-relevant knowledge). Whether and how quickly the consumer completes the adoption depends on his or her motivation, past experience with using ecolabels, and trust in the endorsing organization.
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Article >>
Consumer purchase intention for organic personal care products
Using the theory of planned behavior (TPB) to examine the effects of consumer values and past experiences on consumer purchase intention of organic personal care products, this study aims to consider further the moderating effect of perceived behavioral control on the attitude-intention relationship.
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Article >>
When is social marketing not social marketing?
The paper discusses the thorny issues of industry-funded social marketing campaigns. Can the tobacco industry be trusted to educate our children about the dangers of smoking? Is a brewer the best source of health promotion? The paper argues for transparency and critical appraisal.
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Article >>
Effectiveness lies in channel integration
Today's most effective campaigns use twice as many channels as in the 1990s, but using multiple media specialists can cause disjointed, confusing advertising.
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Article >>