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Empowered Storytelling Geared Toward Women Is a Winning Combo for Super Bowl Ads, Baylor Expert Says
Television advertisers who have chosen to appeal to women fans and viewers during this weekend’s Super Bowl have committed their millions of dollars to a wise strategy, according to a Baylor University marketing and advertising expert. Tyrha Lindsey-Warren, Ph.D., clinical assistant professor of marketing in Baylor’s Hankamer School of Business, studies consumer behavior and attitudes, multicultural media and advertising, and movies and entertainment. Each year, she and her students analyze the Super Bowl ads. And each year, she said, she sees more ads geared toward women. In fact, AdAge reports that brands like Bumble, Toyota and Procter & Gamble's Olay are featuring women in lead roles in their Super Bowl commercials this year. “That’s smart,” Lindsey-Warren said. “The current and future market power of women – as a whole and by segments – is undeniable and truly cannot be ignored by marketers.” To make her point, she cited research showing that women influence more than 80 percent of all consumer spending; 89 percent of the financial decisions are made by women; and globally, women control more than $20 trillion in world-wide spending. In addition, nearly 24.3 million African American women are brand loyalists and cultural trendsetters who have influence over the $1.2 trillion dollars in black spending power. Forbes reported in 2018 that “women constituted about 49 percent of the 108 million-plus people who watched” that year’s Super Bowl – and paid closer attention to the ads. “Nowadays, whatever brands plan to do during the Super Bowl must be extremely strategic and well planned when commercials go for over $5 million dollars,” Lindsey-Warren said. “With the #metoo and #times up movements as well as the diversity and gender issues in advertising industry and more, I think brands struggle as to how they approach targeting women on such a global stage.” She said brands that use “empowered storytelling” – storytelling that exudes the emotion of empowerment – make a difference. Good examples, she said, are Always’ “Like a Girl” commercial in 2015 and Audi’s “Daughter” commercial in 2017. “In my research, especially among Millennials and Gen Z, this approach is a powerful combination for brands who want to increase purchase intentions for their products or services,” Lindsey-Warren said. “The emotion of empowerment is multidimensional and promotes encouragement and can be extremely motivational,” she said. “When one is empowered, it can be an ‘aha’ moment and very transformational in a positive manner. In addition, empowered storytelling is a proactive approach to storytelling that demands you keep the receiver of the story in mind at every stage of the process because, at the end of the day, you want the receiver of the story to be better in some way for having received the empowered narrative they just viewed or experienced.” And when consumers are empowered, they tend to tell others. In the digital space, this looks like sharing videos, posts, quotes and more on social media channels. “Essentially, empowered storytelling gives brands the opportunity to achieve the right balance of entertaining and encouraging and, ultimately, healing by showing that they care for their consumers through the motivational messages and narratives they are producing,” Lindsey-Warren said. ABOUT TYRHA LINDSEY-WARREN, Ph.D. Tyrha Lindsey-Warren, Ph.D., is a marketing scholar, business executive, artist and entrepreneur. As a consumer behavior scholar, her research is rooted in narrative transportation theory (i.e., storytelling) that exudes the emotion of empowerment and its impact on consumer attitudes, behaviors, purchase intention and message recall. She also studies health edutainment, multicultural media and advertising, as well as movies and entertainment. Lindsey-Warren is an expert in effective communications strategies for leaders, multicultural communications and marketing. Her latest research, “An Examination of Television Consumption By Racial and Ethnic Audiences in the U.S.,” was published in the Journal of Advertising Research. She will be discussing this study during panel discussions in New York City and Los Angeles for the Geena Davis Institute on Gender in Media. ABOUT BAYLOR UNIVERSITY Baylor University is a private Christian University and a nationally ranked research institution. The University provides a vibrant campus community for more than 17,000 students by blending interdisciplinary research with an international reputation for educational excellence and a faculty commitment to teaching and scholarship. Chartered in 1845 by the Republic of Texas through the efforts of Baptist pioneers, Baylor is the oldest continually operating University in Texas. Located in Waco, Baylor welcomes students from all 50 states and more than 80 countries to study a broad range of degrees among its 12 nationally recognized academic divisions. ABOUT HANKAMER SCHOOL OF BUSINESS AT BAYLOR UNIVERSITY Baylor University’s Hankamer School of Business provides a rigorous academic experience, consisting of classroom and hands-on learning, guided by Christian commitment and a global perspective. Recognized nationally for several programs, including Entrepreneurship and Accounting, the school offers 24 undergraduate and 13 graduate areas of study. Visit www.baylor.edu/business and follow on Twitter at twitter.com/Baylor_Business.
Why Some Mannequins Are Turning Blue, Taking a Dive and Putting on Weight
Baylor University fashion expert and author explains new twists in 'silent selling' -- and why frustrated customers may be relieved Women have long griped about pencil-thin mannequins in clothing displays, saying they bear little resemblance to real women’s bodies and make shopping frustrating and depressing. But the criticism is beginning to make inroads, and some members of the apparel industry are introducing changes to stop idealizing thin bodies and make mannequins more inclusive — among them creating mannequins with curvier shapes, modeling the figures after disabled people and, in a very different approach, fashioning forms that are totally unrealistic, says Baylor University researcher Lorynn Divita, Ph.D., co-author of the textbook "Fashion Forecasting” and associate professor of apparel merchandising in Baylor’s Robbins College of Health and Human Sciences. And more change may be in the works, prompted by research. A 2017 study published in the Journal of Eating Disorders found that 100 percent of the female mannequins studied in two large English cities represented an underweight body size — one that would be “medically unhealthy.” (Note: While female mannequins look scrawny, many of their male counterparts are brawny. Only 8 percent of male mannequins represented an underweight body size — although many appeared “unrealistically muscular,” researchers said.) Divita, who conducts research on the apparel industry, tracks trends and makes fashion predictions, offers some observations in this Q&A: Q: If mannequins are supposed to be a “silent seller” and a strong method for attracting customers, why are they so skinny that it is discouraging to women who are average or bigger? Why can’t their makers pack a few extra plastic pounds on them? A: For one thing, mannequins are expensive. The material for one that’s larger is going to cost more, the same way it is for plus-size garments, because you use more material. Typical department store mannequins can cost on average $500 to $900, and it can cost $150 just to repair a joint on a broken mannequin. In New York, where the retail industry is widely unionized, in some stores the sales associates are not allowed to touch the store mannequins. That responsibility is solely for visual merchandisers as a means of protecting the store’s investment. Another reason smaller mannequins have been appealing to retailers is that smaller dimensions make it easier to put on and remove clothing. Q: Wouldn’t it be worth the investment to make them bigger to showcase more realistic or inclusive figures and attract those customers? A: I recently visited the corporate offices of plus-size design company ELOQUII in New York, and their creative director, Jodi Arnold (B.S.H.E. ’88), shared with me that 65 percent of U.S. women are over size 14. Yet they represent only 17 percent of apparel spending. It’s hard to determine cause and effect: are they not spending on apparel because a wide variety of options aren’t available? Or is it that a wide variety of options are not available because this market does not spend on apparel? ELOQUII is betting on the former. In addition to their online store, they’ve recently begun opening brick-and-mortar storefronts which, unlike their website, feature merchandise on mannequins. Hopefully as the plus-sized apparel market continues to grow, the increased demand for plus-sized mannequins will result in wider representation of mannequin body types overall. Q: If most mannequins don’t reflect the majority of women’s physiques, where does the inspiration come for their sizes and shapes? A: Many mannequins can be sculpted using the measurements of live models or even have their proportions based on a celebrity who has a widely admired figure. Just like there is no standard apparel sizing system for women, there is no standard sizing system for display mannequins. Q: Besides beginning to be a bit more realistic in size, how are mannequins evolving? A: We are used to traditionally seeing mannequins in static poses like standing or sitting. With the rise in popularity of activewear, stores are devoting more floor space to this merchandise category, and it only makes sense to put those mannequins in dynamic positions like doing yoga poses or running. Another great example of dynamic poses can be found in swimwear: there are some great displays of mannequins diving. The impact of dynamic poses such as these are heightened when mannequins are displayed in groups of five or seven. Dynamic poses are currently being taken to the next level by actually suspending mannequins from the ceiling, so who knows how far this trend can go? One way to address representation is to go in the opposite direction and make a mannequin that is totally unrealistic. The last time I was shopping, I saw an entire section merchandised with glossy light-blue mannequins. This is actually a very clever way of appealing to everyone by targeting no one. Another interesting thing is that new technology allows visual merchandisers to creatively alter a mannequin’s appearance without changing it permanently by printing vinyl stickers to affix to mannequins’ faces. Merchandisers can print out bold lips or dramatic eyelashes, affix them to the mannequin in the display and easily take them off when they are done, which gives visual merchandisers yet another way to attract our attention. ABOUT LORYNN DIVITA, Ph.D. Divita is the author of the textbook “Fashion Forecasting” (Fourth edition, Fairchild Books). Her publications have appeared in the Journal of the Textile Institute and Journal of Fashion Marketing and Management, both published in England; Clothing and Textiles Research Journal and Journal of Textile and Apparel Technology and Management. She is the United States editor for the Bloomsbury Fashion Business Case Studies project and is on the editorial board of the Journal of Fashion, Style and Popular Culture. Divita received her B.A. in French and B.S. in fashion merchandising from California State University Chico, her Master’s degree in apparel manufacturing management from University of Missouri, and her Ph.D. in textile products marketing from University of North Carolina at Greensboro.
Mobile advertising and crowded locations
As marketers look for new ways to target consumers on their smartphones, they are capitalizing on the ability to use location for mobile advertising. Today, retailers send mobile coupons and alert shoppers to sale items as they roam the aisles of the store. New research from Michelle Andrews, assistant professor of marketing, and coauthors Zheng Fang (Sichuan U), Anindya Ghose (NYU), and Xueming Luo (Temple U), investigates the impact of another type of location on mobile ad effectiveness. The authors studied real-time data from one of the world’s largest telecom providers, compiling responses to mobile advertising by 14,972 mobile phone users on crowded and noncrowded subway trains. Surprisingly, commuters in packed subway trains were twice as likely to respond to and make a purchase from a mobile ad than travelers in less crowded subway trains. The researchers write, “A plausible explanation is mobile immersion: As increased crowding invades one’s physical space, people adaptively turn inwards and become more susceptible to mobile ads.” The research indicates that “hyper-contextual mobile advertising” needs to be a bigger consideration for marketers looking to improve their mobile advertising. Source:
Identity and the digital world
According to research from Jagdish Sheth, Charles H. Kellstadt Professor of Marketing, and Michael Solomon (UNC), the idea of identity is evolving, impacted by the growing influence of the digital world. The authors’ groundbreaking study builds on a seminal paper from Russell Belk, written in 1988, which identified the role that possessions play in an individual’s life and how external elements are critical to how people self-identify. The duo uses Belk’s findings on consumer behavior, taking it a step further by applying his concepts to current day, with the online world in mind. Sheth and Solomon found that traditional boundaries between an individual’s offline and online life are increasingly blurred, resulting in what they term the “digital extended self.” People are creating a new sense of identity, courtesy of the information posted, the persona created, and the relationships developed online. They write, “A social footprint is the mark a consumer leaves after she occupies a specific digital space (e.g., today’s Facebook posts), while her lifestream is the ongoing record of her digital life across platforms (e.g., registrations in virtual worlds, tweets, blog posts).” Not surprisingly, the notion of just what defines a consumer is changing. User-generated content and online consumer reviews have altered the nature of relationships between the producer and consumer. The authors’ findings have critical implications for marketers looking to get a better understanding of consumer behavior. Source:
6 Facts We Learned Working with Migrants and Refugees Around the World - Facts 3 and 4 Working with migrants and refugees is our business at Catholic Relief Services. CRS was founded in 1943 to assist refugees during World War II. Seventy-five years later, we are still coming to the aid of people escaping conflict, violence and natural disasters. While CRS doesn’t resettle refugees in the United States (these programs are run by the Catholic Church’s Migration and Refugee Service and Catholic Charities), our rich history has taught us valuable lessons on how to best help families fleeing crisis. 3. Support the Family. The family unit provides the primary support for children during the traumatic refugee experience -- whether it is witnessing violence or crossing a desert on foot. CRS focuses on keeping families together. This means housing a family together and using any services provided – from trauma counseling to income generation – to boost family cohesion. Shannon Senefeld is a global development expert at CRS. She has published and presented extensively on international children’s issues and the importance of strengthened family care for children’s development. See her contact information at the bottom. 4. Kids Need School and Play. CRS is dedicated to keeping up children’s education, to provide stability and normality and give them hope for the future so they can be productive citizens wherever they end up. Kids need to be kids, too. Whether they are in a camp or any sort of migrant or refugee holding center they need a space to play. Caroline Brennan is the Emergency Communications Director for Catholic Relief Services. In her role, she travels to and/or works in areas facing natural or man-made emergencies. See her contact information at the bottom. The experts at Catholic Relief Services are available to help with any media coverage or insight that is required regarding this ongoing news story and issue that is continuing in America. Simply click on any of their icons to arrange a time for an interview. Source:
Trump's Twitter Practices Unconstitutional: New Media, First Amendment Expert Weighs In
On Wednesday, a federal judge declared that President Trump's practice of blocking critics from his Twitter account is unconstitutional. The ruling was reached after several plaintiffs accused the president of violating their First Amendment rights by blocking their access to his Twitter feed. The plaintiffs argued they’d been blocked specifically because of their critical viewpoints. Trump’s 9-year-old @realdonaldtrump account has more than 50 million followers. "Yesterday’s ruling is important because it gives people freedom to consume the opinions of public figures on social media platforms. This is the same right individuals have with any other public forum such as newsprint and broadcast media," said Mia Moody- Ramirez, Ph.D., professor of journalism, public relations and new media at Baylor University. Moody-Ramirez is a nationally recognized expert in topics of new media, race, class and culture. She studies the media framing of various issues, including people of color, women and political candidates. Her book "From Blackface to Black Twitter: Critical Reflections on Black Humor, Gender, Race & Politics" will be available this summer. "Justice Department lawyers argued that it was Trump’s choice and blocking individuals should be no different from the president deciding in a room who not to listen/talk to. However, the ruling distinguishes Trump’s Twitter account — which, like public parks, is under government control. In public forums, the First Amendment protects the freedom of speech, regardless of a person’s viewpoint," Moody Ramirez explained. "Worth noting," she said, "is this ruling will not affect ordinary Twitter users who can block and follow other Twitter users. President Trump’s account @realdonaldtrump is a space operated by the government for government business, and therefore, cannot limit speech based on an individual’s viewpoints." Moody-Ramirez is the author of several books, including: * "From Blackface to Black Twitter: Critical Reflections on Black Humor, Gender, Race & Politics" (Peter Lang), summer 2018 * "The Obamas and Mass Media: Race, Gender, Religion, and Politics" (Palgrave Macmillan) with Dr. Jannette Dates, 2013 * "Black and Mainstream Press’ Framing of Racial Profiling: A Historical Perspective" (University Press of America), 2009 She is available to speak to reporters. Source:
Is there any room left in the crowded home assistant market?
The tech world is abuzz with rumours that Spotify is potentially wading into the ‘home assistant’ marketplace. It’s a billion dollar business and could be the future for consumers wanting ‘smarter’ houses – but it is already a crowded market. The rumours are based on speculation as job postings for a project manager and analyst for a new hardware project to be developed and released. For Spotify to enter this space – it makes sense. However, is Spotify just a little too late to the party? As well, when you are last on the field and your opponents are Amazon, Google and Apple – the task ahead is daunting if not dangerous for the hundreds of millions of dollars in development and marketing that will be required. Is this just speculation for attention or will Spotify jump in and try to stand out? It’s not easy to decipher or decide. But that’s where the experts from IDC Canada can help. Jean Philippe (JP) Bouchard is Vice-President, Mobility and Consumer Research and is an expert in the areas of modeling and market forecasting, mobile device and platforms, go to market strategies, strategic marketing and product management. Simply click on JP’s icon to arrange an interview. Source:
Another planet discovered by NASA – 2,545 light-years from Earth
Today, the scientific world was watching as NASA made a big announcement. Its Kepler Space Telescope, which has been conducting an intensive planet-hunting mission since 2009, had new results to share with the public. A media release from NASA states: “Our solar system now is tied for most number of planets around a single star, with the recent discovery of an eighth planet circling Kepler-90, a Sun-like star 2,545 light years from Earth. The planet was discovered in data from NASA’s Kepler Space Telescope. The newly-discovered Kepler-90i – a sizzling hot, rocky planet that orbits its star once every 14.4 days – was found using machine learning from Google. Machine learning is an approach to artificial intelligence in which computers “learn.” In this case, computers learned to identify planets by finding in Kepler data instances where the telescope recorded signals from planets beyond our solar system, known as exoplanets." There are some very technical and scientific data and information here. As well, a lot of questions to be asked and answered. That’s where experts like Dr. Michael Reed from Missouri State University can help. Dr. Reed is a professor of astronomy at Missouri State. He researches extrasolar planets and pulsating stars. Dr. Reed is available to speak to the media and can explain what this all means for science, the study of space and if there might actually be life out there. Click on his icon to connect with him. Source:
What's next in the Kim Jong-Un and Donald Trump saga?
North Korea continues to test missiles and the latest appears to be the most advanced yet. North Korea said the new missile reached an altitude of about 4,475 km (2,780 miles) - more than 10 times the height of the International Space Station - and flew 950 km (590 miles) during its 53-minute flight. So, what's next? How will Donald Trump react? What about other countries like Canada and the EU? Our Experts at Insights Consulting have the answers for your story. Source:
Prior to seeing the fifth Pirates of the Caribbean movie, audiences are introduced to a flurry of previews for upcoming films -- big-budget sequels centered on blockbusting standards: warring apes, animated cars, web-slinging and hammer-bearing superheroes, and space-based lightsaber battles between forces of good and evil. Chris Hansen, M.F.A., independent filmmaker and chair of the film and digital media department in Baylor University’s College of Arts & Sciences, is available to talk about the market for big-budget sequels and the challenges for original screenplays. Is there any hope for the original story? “One of the biggest considerations in determining which movies get made, from the studio’s perspective, is marketing,” Hansen said. “That process is made much easier if the intellectual property already exists in the minds of the general public. People know who Batman is. People know who The Avengers are. Half or more of the marketing work is done. When the intellectual property is original, the studio’s marketing arm has to spend a lot more time and money acquainting viewers with the concept and generating interest.” “It’s hard to say what people are really interested in seeing. They say one thing, but they often vote differently with their box office dollars. This sometimes comes down to an economic decision for audience members. They have less disposable income than they used to, so they see fewer movies in the theater. And if they’re going to have to choose between several movies to see in an actual theater, they’ll often choose the one that has more spectacle, because there’s a feeling that it’s more ‘worth it’ to see something like that on the big screen, and that smaller movies won’t suffer from being seen on the TV in your living room.” Source: