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The aging of Aquarius
This paper reminds loyalty marketers to harness the power of the often-forgotten generation that truly values brand loyalty – the Baby Boomers. The impending implosion of Baby Boomer spending threatens to send the US economy into a Japanese-style “Lost Decade” marked by low GDP growth and high
unemployment. But there’s still hope – by renewing focus on this underserved demographic, loyalty marketers can help Boomers fulfill their generation’s promise – and save the world.
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The grandparent consumer: A financial “goldmine” with gray hair?
This research study shows how significant the grandparent market is, their spending on grandchildren, and whether the marketing is sustainable over time. The “grandparent” is an important segment of the senior population, projected to grow to 25.9 percent of the population by 2010.
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Social marketing campaigns aimed at preventing drunk driving
This Canadian paper explores social marketing campaigns aimed at preventing drunk driving in English-speaking countries, and shows that protection motivation theory (PMT) can be successfully used in this context. It describes key themes and messages being used in anti drunk driving campaigns, as well as target population, campaign components, and sources of funding. It also provides a guide
for future initiatives, as well as recommendations for social marketing practitioners. Read Article >>

Positioning and differentiation by using brand personality attributes
This paper examines the current state of mission and vision statements on corporate websites and analyzes differentiation strategies through the use of online brand personality attributes in order to find if and how the attributes are effectively used to build up a unique corporate identity. Read Article >>

Does sponsorship work in the same way in different sponsorship contexts?
This paper sets out to develop a comprehensive model of high-level sponsorship effects that works well in both sports and cultural sponsorship contexts. It is the first to compare a sponsorship model across both sports and non-sports contexts and test the assertion that different sponsorship models might be required for different contexts. Findings suggest that one model can work very well in both.
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Marketing in the digital revolution: Insights from the 2010 Global Advertiser Conference
A prevailing theme of the WFA/RVD Global Advertiser Conference, held in Istanbul in April 2010, was how the proliferation of online conversations – conducted by consumers and enabled by blogs, forums and social networks – have forced companies to overhaul their marketing strategies.
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