Channel Shifting: How to Optimize Your Marketing Investment

Dharamsi, Shamez S.
June 2012
Multichannel Merchant Exclusive Insight;6/20/2012, p2
The article discusses the use of the concept of channel shifting to optimize a merchant's marketing investment. It explores the re-emergence of the concept with the advent of new technologies. It explains the need of merchants to be proactive in their efforts to create a unified brand presence. In addition, the article suggests the use of analytical tools to evaluate consumer behavior.


Related Articles

  • The Big Five and brand personality: Investigating the impact of consumer personality on preferences towards particular brand personality. Mulyanegara, Riza Casidy; Tsarenko, Yelena; Anderson, Alastair // Journal of Brand Management;Jan/Feb2009, Vol. 16 Issue 4, p234 

    The aim of this study was to explore the relationship between consumer personality and brand personality as measured by constructs reflecting The Big Five dimensions in the context of fashion products. The findings of the study show that some dimensions of The Big Five constructs are...

  • Clicking With the Wired Consumer. Seckler, Valerie // WWD: Women's Wear Daily;12/15/2004, Vol. 188 Issue 126, p10 

    Presents tips on maximizing brand appeal to consumers shared by Irma Zandl, president of the Zandl Group. Importance of understanding consumer attitudes and consumers; Ways to increase brand popularity; Advantage of product endorsement.

  • How to Align your Brand Stories with Your Products. Chiu, Hung-Chang; Hsieh, Yi-Ching; Kuo, Yi-Chu // Journal of Retailing;Jun2012, Vol. 88 Issue 2, p262 

    Abstract: The role of stories and their influence on communication have been widely discussed, yet despite recent advances, the elements that constitute a good brand story and their alignment with product types remain unclear. This study uses four between-subjects experiments to test hypotheses...

  • ¿Quién es más macho? Wannabe man brands try to crack guy code. Taylor, David // Central Penn Business Journal;11/18/2011, Vol. 27 Issue 47, p15 

    In this article, the author comments on an extra clever marketing strategy in which a lot of brands are looking to trick the consumers into thinking that they are guy-worthy.

  • Enhancing and Measuring Consumers' Motivation, Opportunity, and Ability to Process Brand Information from Ads. Maclnnis, Deborah J.; Moorman, Christine; Jaworski, Bernard J. // Journal of Marketing;Oct91, Vol. 55 Issue 4, p32 

    Considerable research suggests that advertising executional cues can influence communication effectiveness. Related research indicates that communication effectiveness is in part driven by consumers' motivation, opportunity, and ability (MOA) to process brand information from an ad. However,...

  • Humor in Advertising: The Moderating Role of Prior Brand Evaluation. Chattopadhyay, Amitava; Basu, Kunal // Journal of Marketing Research (JMR);Nov90, Vol. 27 Issue 4, p466 

    A consumer's prior evaluation of an advertised brand is hypothesized to moderate the effectiveness of humor in advertising. Further, cognitive responses are hypothesized as mediators of the impact of humorous ads on brand attitude. The results support the hypothesized moderator role of prior...

  • Effects of Omitting Conclusions in Advertisements to Involved and Uninvolved Audiences. Sawyer, Alan G.; Howard, Daniel J. // Journal of Marketing Research (JMR);Nov91, Vol. 28 Issue 4, p467 

    In two experiments, the authors manipulated the audience's level of involvement in processing on advertisement and whether the advertisement was open-ended (i.e., did not include an explicit conclusion) or closed-ended. Results of both experiments show she open-ended advertisement to be superior...

  • Charting the new consumer landscape. Endersby, James // Marketing Week;6/27/2013 Expert Guide, p12 

    The author discusses marketing strategies in Great Britain as of June 2013, arguing that advertising initiatives should account for the changes in consumer behavior that have resulted from adverse economic conditions. Topics include economic recession, research into consumer attitudes, consumer...

  • Value of color in advertising. Warner, Lucien; Franzen, Raymond; WARNER, L; FRANZEN, R // Journal of Applied Psychology;Jun47, Vol. 31 Issue 3, p260 

    The article focuses on the study regarding the importance of color in advertising a new product which aims to create an association between the product and brand name in the consumer's mind. The study was conducted in ten U.S. cities to provide a spread according to type industry, market center...


Read the Article


Sorry, but this item is not currently available from your library.

Try another library?
Sign out of this library

Other Topics