Marketing Research Happenings

RTi Research : PROVE IT! A Marketer’s Guide to Ad Claim Substantiation by RTi Research Advertising claims can provide very powerful marketing support for your brand. But often, the most meaningful and powerful claims must be proven. One popular and effective way to do that is with ad claim substantiation research. Whether you are making one of several types of claims to support your own marketing, or challenging a competitor’s claim, you need to have proof supporting your position that meets industry and legal standards. This is a complex and often confusing subject area, and that is why we wrote this eBook. Whether you’re making a claim or challenging a competitor, PROVE IT! A Marketer’s Guide to Ad Claim Substantiation will empower you with key learning: * The 6 different kinds of claims * Determining whether a claim requires substantiation * How to bullet-proof your ad claims research * 5 tips for better ad claims research
RTi Research : Brand Extensions: Finding Opportunity at the Intersection of Demand and White Space by RTi Research It’s no secret that brands are among a company’s most valuable and powerful assets. It is estimated that, of the brands in the S&P 500, 30% of their market value is attributed to their brands. While a strong brand is vital for success today, perhaps its greatest value is its ability to propel future growth. Strong brands can stretch to additional categories, additional segments, additional uses, and additional markets. In BRAND EXTENSIONS: Finding Opportunity at the Intersection of Demand and White Space, we explore the two primary types of growth opportunities – Line Extensions and Market Extensions. Filled with numerous real-world examples of brand successes and failures, you’ll learn the three key ingredients to any successful brand extension and gain an understanding of how you can uncover the “white space” opportunities that may exist for your brand.