Marketing Commentary
To view the Ehrenberg-Bass Institute video channel, click here.
Is there a silver lining to recession?
Byron Sharp, WARC Online, September 2008
It answers questions like:
- Can I get away with reducing my advertising spend?
- Is there benefit in maintaining spend?
- Should I lower price? Discount more?
- Are premium new product launches doomed in a recession?
The 22 Immutable Laws of Marketing - Violate Them At Your Own Risk!” by Al Ries and Jack Trout
Book Review
Net Promoter Score (NPS) Does Not Predict Growth - it’s fake science
Cadbury Gorilla Advertising Gets It Right - at last
Cadbury’s TV Commercial featuring the drum playing gorilla is a wonderful, and now much awarded piece of creative. But it’s not perfect advertising by a long shot.
How to Nudge
When a brand is successful in gaining market share it shows up as small changes in buying propensity across many consumers. Based on this empirical fact Professor Andrew Ehrenberg described successful advertising as 'nudging' (in contrast to persuading or converting).
7 Brand Buying Facts
Fundamental knowledge you need to know about your buyers
Loyalty patterns of repertoire and Subscription Markets
In 2002 Byron Sharp, Malcolm Wright & Gerald Goodhardt published empirical discovery. Repeat-purchase markets are polarized into those that show repertoire patterns and those that show subscription patterns of loyalty. With no markets showing ‘in between’ patterns.
They also found that the Dirichlet model of repeat-purchase fitted both sorts of markets, predicting brands’ loyalty metrics rather well. This was a surprise. It highlights what an achievement this scientific theory is.
Does Advertising only work via driving Intentions & Preference? No!
Do TV Commercials need a USP
The Concept of Brand Awareness....
... has been hijacked by poor measures
Media Buyers fail to deliver reach
Reasons not to buy...
... is evaluation over-rated?
Do TV Ads reach DVR owners?
What marketers really know.
Are Pay TV channels like specialist magazines?
Smart Targeting
Every textbook tells marketers "thou shalt target" with little explanation of what this really means, and no discussion of the many problems. Here is a very blunt summary of some targeting wisdom.
Hook 'Em while they are young?...
...How important are young buyers?
Are older buyers more loyal ? Read On...
Look at me mum..... the battle for attention
"If marketing is seminally about anything, it is about ..
differentiating what you do and how you operate.
All else is derivative of that and only that."
Theodore Levitt 1986
Nope. Ted's wrong. Read on....
A 5% drop in defections does not result in 80%+ increase in profits
Dr Byron Sharp exposes the myths that have built based on a misleading HBR article. Read on...
To view marketing commentary from the Institute Director, Dr Byron Sharp, click here.