Consumers are trying to be responsible citizens of the world, and they expect the same from corporations. So when it comes to purchasing, they are doing their homework.
Three factors form the foundation of a successful ad campaign: Reach, resonance and reaction. Reach the right audience, and ensure your advertising resonates positively so you can generate the desired reaction. Simple–right? Wrong.
Nielsen’s African Prospects Indicator provides existing and potential investors in Africa with comprehensive insights across an extensive range of indicators, culminating in an unambiguous ranking of Sub-Saharan African countries.
Whether watching TV, checking emails, or flipping through a magazine, it seems like everywhere we look there’s an opportunity for advertisers to connect with us, earn our trust and deliver their message. So has all this media proliferation watered down the resonance of their messages?
In a world of choice, social responsibility is increasingly a factor for purchasing one product over another. In fact, 66% of respondents say they’re willing to pay more for products and services that come from companies who are committed to positive social and environmental impact.
Across any type of format, trust is an important component of advertising message resonance. But no matter the format, the desired end result is the same—action.
E-commerce offers a compelling proposition for busy parents: the convenience of shopping whenever, wherever they desire, often with free delivery to their front door.
The most credible advertising comes straight from the people we know and trust. And it should come as no surprise that more than eight-in-10 global respondents (83%) say they completely or somewhat trust the recommendations of friends and family.
For both baby food and diaper brands, 70% of global respondents say they have switched brands. Their reasons for switching baby food, however, are somewhat different than their reasons for switching diapers.
When it comes to learning about which diapers are best, 44% of global respondents go direct to the people they know and trust for recommendations, which is the top source of information in every region.
Wall Street is concerned that increasing numbers of cable subscribers are cord-cutting and investors are worried that media companies aren’t earning enough from SVOD platforms to compensate. So do the worries have merit?
When it comes to keeping babies comfortable and clean, diapers are a top priority for parents—and one for which they spare no expense. In fact, Nielsen estimates diaper sales around the world will exceed $29 billion in 2015.
Becoming a parent can be a daunting endeavor, full of many “firsts.” But before first words and steps, come first foods. So who do new parents turn to most for advice about the best baby food/formula to buy for the first time? While friends and family rank highest, consumers don’t just rely on their circles for guidance.