Guide to using the database of marketing principles
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Sponsorship is a form of marketing in which a company supports an event, activity or organization in exchange for public recognition and visibility. Celebrity endorsement, on the other hand, is when a famous person promotes a...
By analyzing multiple dimensions of customer-brand interaction (sensory, affective, and intellectual) we can understand how much the brands-manufacturers sold by an online store can influence the perception of the store itself. A sample of 252...
In recent years, the customer effort score has become one of the most closely monitored indicators by companies. The thesis is that customers who do not put much effort into interacting with a brand will be happier and more likely to recommend and continue...
From an analysis of hundreds of the best Google Ads, some common characteristics emerge among them. Among them: The most common words are "your," "free," "now," "get," "online," "our," "save," "best,"...
The customer of a small brand buys many more other brands than customers of big brands do. Along with the benefits of double jeopardy, companies that boast high market penetration tend to have as customers mainly the...
Evidence has existed for decades that the growth or decline of a brand depends solely on how much, relative to its market share, it is more or less able than competitors of the same size to attract new customers....
The law of double jeopardy applies in many fields: Sociologist William McPhee in 1963 noted that the least popular radio speakers are also the least liked Ehrenberg and Martin in 1972 and 1973 independently...
There are factors that predictably describe the tendency of customers to increase their price elasticity. That is, to buy less product when prices rise and more product when they fall. Many consumer tests show that...
Humor can be a great way to get consumers' attention in advertising messages, but not until a few years ago it was not considered sufficient to motivate them to buy a brand. Other factors, such as the messages of...
The data show that advertisements that do not feature too many protagonists "stealing the screen" and that do not include demonstrations of the product in use may be the most effective in terms of sales. It is possible that the presence of demonstrations...
What increases sales Many empirical studies have confirmed that a creative advertising strategy that incorporates: psychological benefits humorous tones no overly obvious (scene-stealing) main characters referencing...
Research indicates that customers of a particular brand are more likely to remember advertising for that brand than non-customers. This is probably due to the fact that when a person has used a product or...
The device used (newspaper, magazine, TV, computer, smartphone...) does not lead to big differences in the effectiveness of the advertisement being sent to people. However, differences in creative format can have an impact...
How a brand appears in a television commercial or online video advertisement can have a huge impact on how consumers react to the brand. Studies have shown that when a brand name appears at the beginning of an ad and...
For various strategic or financial reasons, sometimes brands stop doing broad-based advertising campaigns (aimed at reach, i.e., as many customers as possible) for a year or more. A research study analyzed two decades of advertising activities by...
Not all content is able to grab people's attention, although every marketer, leader, entertainer, and salesperson tries. What factors make some content more engaging than others? A controlled survey of well...
Do consumers respond better to fact-based or rather emotion-based persuasive messages when it comes to convincing them to achieve collective interest goals, such as donations and petition signatures? Seven studies have shown that...
Animated advertisements seem to elicit more negative attitudes about customer preferences than live-action or rotoscoped advertisements, all things being equal. According to Adobe, rotoscoped animation is: "The creation of animated sequences...
How is native corporate social responsibility (CSR) advertising perceived by consumers? The answer changes depending on whether it is "proactive" or "reactive." Studies indicate that people express more favorable attitudes and greater...
By analyzing a sample of 285 men, it was possible to derive that participants' gender patterns, hostile sexism, political orientation, and support for women's rights correlated with the individual's attitude toward campaigns...
"Banner blindness" is simply the tendency of people, especially online, to ignore the advertising they are subjected to. It is supposed to be solved by hyper-personalization of the ad, and indeed this is the way...
Research on NGO and nonprofit fundraising campaigns shows that, all things being equal, a campaign photo depicting victims who appear to be actively trying to help themselves will be more likely to get donations than...
Analyzing many variables in the creation of advertising shows that psychological targeting of potential customers is generally difficult to achieve, and is definitely not useful in many platforms and campaigns. The major effects of the...
Despite the increase in channels and fragmentation of TV audience, TV seems to have maintained its perceived commercial influence for audiences in Asia, Europe, and the United States in recent years. The influence of digital media is...
Larger TV channels and Web sites have the advantage of more viewers and longer viewing and browsing times. The law of Double Jeopardy applies perfectly to these media. It implies that those with greater market penetration also enjoy...
TV still has an incredibly high reach, despite a general decline in user preference. This is because TV viewing levels are resilient to social and technological changes as well as the emergence of new media. E,...
Research suggests that households with home systems to avoid television advertising (DVR) are similar to households without DVR in terms of measures of advertising effectiveness. This estimate is based on key measures such as recall of a...
For the past 15 years, TV advertising has consistently proven to be an effective tool for generating increased sales and boosting brand awareness. Not surprisingly, according to Media Index data for 2017, revenues...
The emotional response to a television advertisement plays an important role in influencing the consumer's likelihood to make short-term purchases. This is because it directly affects brand engagement and indirectly affects...
Advertising that communicates a precise benefit of the product or service (sometimes called USP) has been shown to outperform other forms of advertising. An excellent USP must focus on an important benefit to potential customers or, in...
Multiple advertising exposures spaced out in time-that is, distributed exposures-produce greater message memorization than exposures in short time intervals crammed together. Studies have shown that people...
TV, radio and magazines always claim to target specific, well-targeted audience segments. But research shows that target audiences generally make up less than half of the total real audience. It is often more likely...
Recent data show that 38 percent of viewers tend to watch a program multiple times, regardless of any changes in its time slot. This figure is consistent across all genres and ratings, with comedies having a...
Research has shown that doubling the amount of advertising noise (i.e., the number of ads and information) does not necessarily reduce the number of ads that are remembered by people. As competitors and competition increase...
Ads placed in traditional media are more likely to leave a positive impression than those in digital media. However, when consumers have already developed a positive impression of the brand or product...
Approximately 20 percent of word of mouth (WOM) about brands comes from paid media advertising. Recent research has shown that when advertising supports and encourages word of mouth (WOM), its level and effectiveness increase significantly.......
Drawing on the literature on human-animal relationships and research on regulatory orientation, it is suggested that exposure to the various companion animals featured in advertisements may have psychological effects on the behavior of...
Political identity is related to customer satisfaction. Recent work suggests that conservatives are less likely to complain than liberals. Nine studies, combining evidence from primary and secondary data, categories of...
Influencer marketing initiatives involve companies selecting and incentivizing online influencers in engaging their followers on social media in an effort to promote the brand. We can leverage semiotic studies to examine how...
Can commercial television advertising positively influence society? By analyzing daily advertising and mobility data from 2,194 counties in 204 designated market areas in the United States, a causal relationship was identified...
Unlike advertisements for prescription drugs, advertisements for hospitals and their treatments have not been fully studied in the literature for years. A recent study has resolved this gap. By analyzing about 140,000 records...
A 2022 study found that calls for boycotts in 2020 against the Goya brand via social media had no effect on the core consumer group, that is, Latinos of democratic orientation. And there's more. The...
Research on the impact of an artificial intelligence (AI) or human agent on consumers' reactions to positive and negative offers has found that when worse-than-expected offers arrive, consumers react better when they have...
A store layout that makes shopping faster results in increased customer spending. It has been proven time and again that an effective store design of store organization has a significant impact on...
The advertising response curve is "convex," which means that the greatest marginal benefit comes from early exposure. Thus, the first contact with an advertising campaign often has the greatest potential to attract customers. With...
Recent studies have demonstrated the effectiveness of in-store digital signage with "newsworthy" information. For example, research suggests that the inclusion of: new items seasonal offers promotions in these...
Even with no or few clicks, online advertisements can have a positive impact on a business in terms of recognition and sales. Studies have shown that online advertisements are associated with increased...
Commercial advertising of consumer goods often has a pronounced impact on short-term sales, data based on a single source show. Copy creativity and its quality have a significant impact on this effect at...
Based on the fairly accepted empirical generalization that the elasticity of advertising is about 0.1, net profit can be optimized by setting the advertising budget at 10 percent of gross profit. An elasticity of 0.1 means...