BLOG ARCHIVE: ALL POSTS FOR August 2012

Brand Marketing Basics – Part 1

Brand Marketing Basics – Part 1

What Is Brand Marketing?

If a brand is a promise to consumers and marketing is the process of creating messages, programs, and experiences that motivate consumers to purchase products and services, then what is brand marketing? That’s the topic of my new series for AYTM — Brand Marketing Basics. In Part 1, you’ll learn what brand marketing is and how to get started in developing your brand marketing plan. Read more

Airline Travel Survey: Most Want Window Seats, Won’t Pay Extra

Airline Travel Survey: Most Want Window Seats, Won’t Pay Extra

Travelers who fly to their destinations often have a favorite seat on the plane. Some people prefer windows and others prefer aisles, but window seats may now come with some extra fees. How many travelers will this rule possibly affect? Do Americans think this type of policy is fair? And do all the extra fees charged by airlines ever impact people’s travel plans?

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Public Perception Of Social Media 2010 vs. 2012 [Infographic]

Public Perception Of Social Media 2010 vs. 2012 [Infographic]

It all started with a question: “What’s the first thing you think of when you hear the term ‘social media’?” Posing two questions to 500 Internet users on their use of social media now as compared to 2010 and to gauge their thoughts on the future of social media, we deployed a survey to our consumer panel to find out. The results were compiled to create an infographic of the data: Read more

Online Video Ads Survey: About Half of Viewers Impacted by Video Ads

Online Video Ads Survey: About Half of Viewers Impacted by Video Ads

Online videos have been popular for years, whether its short videos on YouTube or longer videos or TV episodes that fans can watch online. But now more and more viewers are beginning to notice more ads before and during their videos. How do consumers feel about these ads and how many act on them? And are ads more effective when seen with shorter videos or longer TV episodes?

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Mars Rover Survey: More Than Three Quarters of Americans This Space Exploration is Important

Mars Rover Survey: More Than Three Quarters of Americans This Space Exploration is Important

This week, unmanned rover Curiosity landed on Mars and began exploring. The US space program has been in a state of limbo recently, mainly due to budget issues, but many people still think it’s important to explore new terrains. So what do Americans think about the future of the space program and the probability of finding anything on Mars or other planets? And how many have been paying close attention to the Mars rover?

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How to Build Brand Engagement – Part 3

How to Build Brand Engagement – Part 3

Using Brand Research to Identify Brand Engagement Opportunities

It’s nearly impossible to build brand engagement if you don’t know what added value consumers want and are willing to accept from your brand. That’s where market research comes into the picture, because it can help you identify those consumer wants and needs, many of which are rooted in emotions. If you missed earlier parts of the How to Build Brand Engagement series, you can follow the links to learn what brand engagement is and the steps to build brand engagement. Now, let’s talk market research and brand engagement! Read more

Shark Week Survey: More Than Half Say Great White is Their Favorite Shark

Shark Week Survey: More Than Half Say Great White is Their Favorite Shark

Discovery Channel’s annual Shark Week will take place next week, and many Americans are already getting excited to see their favorite shark stars grace their television screens for an entire week. How many viewers will tune into the specials again this year and how many will check out Shark Week for the first time? And will a special event like Shark Week gain a lot of attention and buzz online?

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How to Build Brand Engagement – Part 2

How to Build Brand Engagement – Part 2

5 Steps to Build Brand Engagement

In Part 1 of the How to Build Brand Engagement series, you learned what brand engagement is. Now, it’s time to learn how to build brand engagement. There is a pattern you can follow to build brand engagement, and following some simple tips, you’ll see increased brand engagement very quickly. Read more

Olympic Sponsorship Survey: Most Ads Don’t Influence Buying Decisions

Olympic Sponsorship Survey: Most Ads Don’t Influence Buying Decisions

During the London Olympics, many Americans have noticed a lot of advertising that features Olympic athletes and Olympic branding. This is hardly a new concept, as athletes and popular organizations are often featured in commercials and other advertising efforts. How many consumers have noticed these types of ads? And how effective is Olympic sponsorship?

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How to Build Brand Engagement – Part 1

How to Build Brand Engagement – Part 1

What Is Brand Engagement?

To build a brand successfully, you need to build brand engagement. You need to give consumers a reason to want to take time out of their busy days to engage with your brand. Ultimately, you want them to engage with your brand again and again — and tell their friends and family to engage with your brand, too. That means you have to answer to key questions before you can build your brand: what do consumers want that my brand can deliver which will jump start engagement and how can I motivate consumers to engage with my brand? Read more

Tax Holiday Survey: Vast Majority Think Sales Tax Breaks Make Good Economic Sense

Tax Holiday Survey: Vast Majority Think Sales Tax Breaks Make Good Economic Sense

Many states have decided to implement sales tax holidays for parts of August to give consumers needing back-to-school items a break. Will these tax breaks actually influence anyone’s shopping habits? How many Americans are planning on taking advantage of these tax holidays and how many already have? And do consumers think these types of breaks can help the economy?

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Brand Strategy for Mergers and Acquisitions – Part 2

Brand Strategy for Mergers and Acquisitions – Part 2

In Part 1 of the Brand Strategy for Mergers and Acquisitions series, you learned about the choices companies have to make when they acquire brands through a merger. Newly acquired brands can retain their original brand names, take on the acquiring company’s brand name, or a dual-brand could be created as a transitional device (although in some instances, the dual-brand stays around for many years).  One of the most important steps that should be taken before any decisions about the combined brand portfolio should be made is conducting consumer market research. Read more

Pet Owners Survey: Very Few Happy With Pet-Friendly Travel Options

Pet Owners Survey: Very Few Happy With Pet-Friendly Travel Options

Pet owners can often find traveling to be inconvenient because of the added work involved in finding a boarding facility or pet friendly hotel. Some hotels and transportation companies are adopting more pet-friendly policies, but some pet owners still shy away from traveling as often as they’d like. How many Americans travel with pets and how many have to make special arrangements when they go out of town? Would pet owners be interested in having more pet-friendly travel accommodations?

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Brand Strategy for Mergers and Acquisitions – Part 1

Brand Strategy for Mergers and Acquisitions – Part 1

Recently, AOL closed AOL News with a brand strategy that would make its acquired Huffington Post the primary brand identity for its online and mobile news and commentary content publishing. Mergers and acquisitions of companies and brands usually mean the resulting brand portfolio has to be evaluated and changed. Why do some brands pursue a decentralized brand portfolio strategy while others choose centralized strategies? That’s the focus of my two-part series on the AYTM blog, Brand Strategy for Mergers and Acquisitions. Read more

Microsoft Outlook Survey: New Features Could Affect Most Potential Users

Microsoft Outlook Survey: New Features Could Affect Most Potential Users

Microsoft has just announced its new free, web-based Outlook email system, which will take the place of the once popular Hotmail. The change includes not only a new name, but also a new design, simpler advertising and layout, and new features including integration with Skype and Facebook, and smartphone compatibility. Are consumers excited about the change? And how many would benefit from Outlook’s new features?

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Are Your Target Customers Like this Duck? Measuring Price Sensitivity

Are Your Target Customers Like this Duck? Measuring Price Sensitivity

Are your customers cheap? Are they like Scrooge McDuck, squeezing every penny until it screams for mercy? Or are they brand loyalists or status seekers, and therefore less concerned with price? Gauging price sensitivity is a very common goal in market research, and naturally online survey projects have an important role here. Read more

Back to School Survey: Adult Students More Likely Than Parents to Shop Online

Back to School Survey: Adult Students More Likely Than Parents to Shop Online

As the summer winds down, many Americans will prepare to go back to school or to send their family members back to school. Traditionally, this means that many people will head to stores to pick up school supplies, books, electronics, clothing and more. But are American consumers changing their shopping habits? What types of items will students and their families be looking to buy this year? And how do they plan to do their shopping?

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