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Channeling A Brand: Measuring the effectiveness of communication media across distribution channels over time
Conference paper   Peer reviewed

Channeling A Brand: Measuring the effectiveness of communication media across distribution channels over time

Meredith A Lawley and Aimee Riedel
Conference Proceedings of the International Food Marketing Research Symposium 2018
International Food Marketing Research Symposium, 2018 (Bournemouth, United Kingdom, 13-Jun-2018–16-Jun-2018)
Institute of Food Products Marketing
2018
url
http://institutefpm.com/wp/proceedings/View
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Abstract

Marketing
This research investigates which communication media (online, traditional or in-store) is the most effective at increasing purchase frequency across two distribution channels (supermarket and specialist stores) over the introduction and growth stages of a new industry branding strategy. A field study was conducted over a four-year period. Results indicate that at the brand introduction stage (year one), online media is the most effective at increasing purchase frequency but there are no differences in the effectiveness of different communication media channels for consumers who shop at supermarkets and specialist stores. However, in the growth stage (years three and four), nuanced differences in communication media effectiveness are evident across distribution channels. In year three, traditional advertising is more effective for supermarket shoppers while, in year four, a combination of traditional and online advertising is the most effective. For specialist store shoppers, online communication methods are the most effective across both years three and four. The current research therefore provides important insights into strategies to communicate with consumers who purchase from different distribution locations.

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