March 15, 2010
While many market research companies launched research programs aimed at measuring how well consumers liked Super Bowl ads, FGI conducted an independent study to determine the effect of advertising during the Super Bowl. We fielded this study later than others to see if consumers could really recall the ads they saw. It turns out that only 44% of those who saw the most “memorable” ad could recall its sponsor. We determined that while viewers may respond favorably to some ads in the moment, they forget them after a few days. The best Super Bowl commercials are memorable as well as dazzling, as our online survey results demonstrate.
June 15, 2009
Smart phone technology is on the tip of everyone’s tongue this summer. On June 8, 2009 Apple kicked off their Worldwide Developers’ Conference. The conference, observed by the news media and Apple fans around the world, is a high-level forum for Apple to release new products as well as strategies for the upcoming year.
Over the past two months more than 300,000 blog posts have mentioned Apple’s iPhone in anticipation of this conference; and on the first day of the Developers’ conference, blog traffic about the iPhone increased by 250%. FGI did a study to explore the influence of these conferences, and other marketing strategies, on brand awareness. Apple must be doing something right: we found that over 90% of consumers are aware of the brand.
How Marketing Impacts Brand Awareness
Our independent study asked consumers about their awareness of smartphone brands and whether they had purchased, or intended to purchase, such a phone. Over 90% of all respondents said that they were familiar with the iPhone brand. In fact, of all ...
