Alcone Marketing Group – Consumer Lab

The Consumer Lab is the consumer insights and brand strategy group at Alcone Marketing Group, a consumer activation company.

Study: Gamers Respond to Ads

Study: Gamers Respond to Ads

Of those surveyed, 11% said they purchased a brand that was advertised in a game. Some 19% said they talked about it after seeing an ad and 10% said they recommended the product. Eleven percent said they sought more information. (While no direct comparison rates were offered against other forms of media, 1% of consumers exposed to direct response advertising eventually buy the advertised product.)

Filed under: advertising, Gaming

Gamers Respond to Ads

Study: Gamers Respond to Ads

Considering that more than a third (36%) of gamers actually bought, talked about or sought information about a product after seeing an ad in a videogame, per Nielsen Games, a case can be made that they are very effective.

Filed under: advertising, Branded Entertainment, Gaming

Summer Silliness Brings a Pizza Field and a Giant Oreo

Advertising – Summer Silliness Brings a Pizza Field and a Giant Oreo – NYTimes.com

OUTDOOR advertising is a growing category — not just billboards, but increasingly, weird publicity stunts that often go awry.

“Advertisers are being pushed to creative extremes, partly because
it’s just so difficult to get consumers’ attention these days,” said
Pete Blackshaw, executive vice president of Nielsen Online Digital
Strategic Services, which advises clients on managing their online
reputations. “It may just be a flash of brilliance that everyone pays
attention to, and it gets that huge return, but it’s very difficult to
replicate on a regular basis.”

Advertisers spent $7.3 billion on
outdoor ads last year, a rise of 7 percent from 2006, according to the
Outdoor Advertising Association of America. About 16 percent of that
fell in the “alternative” category, which covers ads that were not on
billboards, bus shelters or the like.

Filed under: advertising, entertainment, experiential, interactive, Media, OOH, Promotions

Study: Skinny Women Better for Bottom Line

Study: Skinny Women Better for Bottom Line – Advertising Age – News

Women who view ads featuring thin models are likely to come away with both a positive impression of the product being marketed and negative feelings about themselves, according to a study of 194 college-aged women. “The really interesting result we’re seeing across multiple studies is that these thin models make women feel bad, but they like it,” said a Villanova business professor.

Filed under: advertising, college students, health, Media, Women

Cooling Off on Dubious Eco-Friendly Claims

Advertising – Cooling Off on Dubious Eco-Friendly Claims – NYTimes.com

The high volume of ads in today’s market that tout a product’s or company’s green practices have led some members of the advertising industry to worry about so-called “greenwashing.” They are concerned that the message of truly environmentally friendly items might get lost in the mix and lead to consumer complaints.

Filed under: advertising, eco-friendly, environment

Product Placements Acquire a Life of Their Own on Shows

Business News – Media and Advertising – New York Times

Product Placements Acquire a Life of Their Own on Shows

Product placements woven into the plots of popular shows are a growing concern to the Federal Communications Commission and consumer groups.

Filed under: advertising, Branded Entertainment, Media, TV

It’s American Brandstand: Marketers Underwrite Performers

As record labels
struggle to adjust to a harsh new digital reality, other companies are stepping
up their involvement in music, going far beyond standard endorsement contracts
and the use of songs in commercials. Procter & Gamble, for example, is
joining Island Def Jam in a joint venture called Tag Records, a label that will
sign and release albums by new hip-hop acts. It is named after the body spray
that P&G acquired when it bought Gillette.

~A

It’s American Brandstand – Marketers Underwrite Performers – NYTimes.com
The hip-hop and R&B producer Jermaine Dupri has discovered best-selling acts like Kris Kross and Da Brat, has produced hits for Mariah Carey and Jay-Z, and now runs the urban music division of the Island Def Jam Music Group. He’s also looking for fresh talent for a new label financed by a company new to the music industry.

The new player? Procter & Gamble.

The
consumer goods giant is part of a wave of companies getting into the
music business to promote their own products, essentially becoming
record labels themselves.

Filed under: advertising, celebrity, Consumer

The Changing Face of the U.S. Consumer

The average U.S. head
of household is now nearly 50 years old, and more than 80% of the growth in the
number of households in the next five years will be among those headed by
people 55 and older. In fact, aging baby boomers will add more than 1 million
consumers per year to the 65-and-older segment during that time — increasing
its number at more than twice the rate of the past five years.

Fortunately for marketers, the chances are rising that not many boomers will be
retired by 65. But that doesn’t change the presence of a Medicare card in their
wallets and the psychological effect it’s likely to have. For one thing, it
fosters more risk-averse behavior. This will present several challenges.

~A

The Changing Face of the U.S. Consumer – Advertising Age – News
NEW YORK (AdAge.com) — The marketing community, already dealing with a slumping economy and an increasingly consumer-controlled media marketplace, must confront another new reality: The face of the American consumer is changing dramatically.

It’s not news that the nation is aging, but the fact that the average
U.S. head of household is just six months shy of 50 is a startling
statistic.

Filed under: advertising, Baby Boomers, Consumer

Corona Expands Outreach To Full Latino Audience

With the total Hispanic population continuing to grow and diversify, and
with our distribution expansion to the East Coast, it was important to ensure
that our message resonate with non-Mexican Hispanics, as well,” says Crown
Imports’ Guillermo Gutierrez. The new strategy will continue through 2009.

~A


MediaPost Publications – Corona Expands Outreach To Full Latino Audience – 06/25/2008
A new ad campaign from Corona Extra aims to leverage and expand the brand’s bond with the entire U.S. Latino community.

Previous Hispanic ad efforts by Corona have focused on using the brand’s Mexican heritage to create an emotional link with Mexican-Americans. Now, the brand is seeking to convey that “Corona is not only a brand that represents Mexicans, but an iconic brand that symbolizes all Latinos’ success,” in the words of Guillermo Gutierrez, director of Hispanic marketing for Crown Imports, Corona’s U.S. importer.

Filed under: advertising, Beer, Hispanics

Advertise To Workers At Work To Influence Purchases

At-work consumers research products online before purchasing, with
47.2% of them reporting having researched electronics online in the
last 90 days during the workday before making a purchase in a store.

~A

Research Brief » Blog Archive » Advertise To Workers At Work To Influence Purchases
The results of a new study, conducted by consumer intelligence firm BIGresearch, into the media and shopping behavior of consumers at work, finds that Americans are spending 60% of their waking hours at work, more than ever before. Marketing chiefs are rethinking their ad budgets and advertisers are preparing to meet a new, highly coveted, yet entirely untapped demographic on their own beige-carpeted turf.

Filed under: advertising, Consumer, workplace

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