Quantifying the target market for advertisers

Graham, Charles; Kennedy, Rachel

doi:10.1002/cb.1986

Cited by 16 publications

(23 citation statements)

References 50 publications

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“…The most infrequent buyers account for the largest proportion of each customer base, but together make a high contribution to total sales. Success for any brand implies maintaining or growing the large number of light buyers in each period, as well as the repeat rate of the few heaviest (Dawes, 2016; Graham and Kennedy, 2022). Of the two groups, the lightest are the harder to manage, as individually they engage with the brand so infrequently.…”

Section: Theoretical Contextmentioning

confidence: 99%

The Double Jeopardy in high street footfall

Graham,

O'Rourke,

Khan

2023

JPMD

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Purpose Calls for empirical and theory-based outcome measures in the place marketing literature are made more pressing as policymakers manage post-COVID high street recovery. This study aims to evaluate how knowledge of repeat buying established in the consumer marketing domain might be adapted to benchmark place marketing effectiveness, applying the Law of Double Jeopardy to capture the predictable relationship between footfall and visit frequency on competing high streets. Design/methodology/approach The authors match footfall and survey data collected simultaneously on nine local high streets in one London borough to ask if a predictable Double Jeopardy relationship exists. The authors then test the theoretical assumptions of independence that underpin the Law in patterns of switching; the predictable distribution of regular, infrequent and new visitors; and the absence of user segmentation. Findings The authors observe that Double Jeopardy constrains behavioural outcomes, that a simple model fits high street footfall data well and that its theoretical assumptions are supported. Originality/value This paper makes several practical and theoretical contributions. The authors demonstrate a method to model expected repeat visit frequency from footfall density and elaborate footfall data into its frequency classes. The authors also locate the effects of loyalty over time within existing knowledge of spatial competition for high street patronage and demonstrate how place marketing insights can be derived from applications of this useful law.

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Section: Theoretical Contextmentioning

confidence: 99%

The Double Jeopardy in high street footfall

Graham,

O'Rourke,

Khan

2023

JPMD

Self Cite

View full text Add to dashboard Cite

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“…The recommendation for prioritising media reach with a bigger audience reflects that brands grow primarily through recruiting more buyers, rather than increasing loyalty (e.g., positive, sustained impact on the acquisition of new customers and the expansion of the customer base, see Riebe et al, 2014; Romaniuk et al, 2014). In contrast, efforts to target smaller cohorts, based on restricted criteria, can only be of limited usefulness to achieve sustained growth because potential buyers/voters that do not meet the criteria are missed and so have no chance of having their attitudes or behaviours affected (Graham & Kennedy, 2022; Kennedy & Hartnett, 2018; Sharp, 2010). Empirical evidence supports the use of complementary media choices and tactics for political advertising (see Atkin & Heald, 1976; Denton Jr., 2017) to reach and influence voters.…”

Section: Introductionmentioning

confidence: 99%

Reaching Voters on Social Media: Planning Political Advertising on Snapchat

Tanusondjaja

Michelon

Hartnett

et al. 2023

International Journal of Market Research

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Over the past decade, political advertising via social media has grown rapidly, spurred by microtargeting, which looks to deliver specific messages to tightly defined audiences. Microtargeting strategies have been claimed to be effective, but questions remain around their cost, when looking to optimise impressions for a given budget. We analyse 11,837 ads aired on Snapchat over a two-year period leading up to the 2020 presidential election in the United States, which differ in the number of targeting criteria applied. We compare the number of impressions and the spend per ad placement (measured in CPM), whilst also considering the length of advertising schedule. We find that using fewer targeting criteria and longer schedules increases impressions with comparable or lower spend than microtargeting. These findings are in line with those from traditional broadcast media, such as TV, highlighting the relevance of existing media scheduling knowledge from traditional platforms for political advertising on newer, digital media.

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“…These two studies shared limitations that the present research seeks to remedy. First, past studies are somewhat limited in scope, covering a maximum of 200 brands from 10 product categories (Dawes et al, 2022) and 55 brands from 12 product categories (Graham & Kennedy, 2022). Second, prior research only examined purchase occasions, ignoring volume and value-two critical sales metrics (Ambler et al, 2004).…”

Section: Introductionmentioning

confidence: 99%

Valuing the contribution of ultra‐light buyers

Hossain,

Anesbury,

Driesener

et al. 2023

J of Consumer Behaviour

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Ultra‐light buyers, those who, on average, buy a brand once a year or less, are important by number and their contribution to brand purchase occasions. The initial research, however, was limited in scope and did not measure the contribution of these buyers to sales volume or value. By examining over 850 brands in almost 60 categories, we identify that ultra‐lights make up 62% of a brand's buyer base over 5 years and contribute 32% of purchase occasions and 31% of sales volume and value. In line with previous findings that brands with higher loyalty exhibit more repeat purchases and thus fewer ultra‐light buyers and private label brands often exhibit higher than expected loyalty for their market share—we find the prevalence of ultra‐light buyers is higher for national brands than private labels, likely reflecting the higher loyalty often observed for private labels. We also find no difference in ultra‐light buyers' contribution between high and low‐price brands, indicating that price is not a significant factor affecting the contribution of ultra‐light buyers. Finally, we find that both growing and declining brands have fewer ultra‐lights than stable brands. As growth occurs via increasing penetration and loyalty, for growing brands, new buyers may be more ‘light’ than ‘ultra‐light’ in terms of their loyalty; while for declines, these findings imply that there are not enough ultra‐light buyers to maintain brand sales. A failure to recruit ultra‐light buyers may be very dangerous for brand health.

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Quantifying the target market for advertisers

Abstract: BusinessSchool, and an adjunct professor at the Ehrenberg-Bass Institute. Charles has extensive experience in long-term behavioural loyalty, category growth and competitive market structures. His work has been published in International Marketing Review,

Cited by 16 publications

References 50 publications

The Double Jeopardy in high street footfall

The Double Jeopardy in high street footfall

Reaching Voters on Social Media: Planning Political Advertising on Snapchat

Valuing the contribution of ultra‐light buyers

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