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Research

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Welcome to the Dove Direct Print and Marketing Blog. Today’s post, “Does Your Brand Recall Exceed 1%?” examines how brand recall can affect your business presentations, marketing initiatives, and advertising strategies. The business dictionary defines brand recall as, “A qualitative measure of how well a brand name is connected with a product type or class of products by consumers. Often tested through surveys or interviews, brand recall is measured by asking participants questions such as "name as many car models as possible" or "can you explain what a Kleenex is?” We contend that the business dictionary’s definition of brand recall is a general overview.  This view differs somewhat from a brand manager viewpoint.  

Brand managers typically define brand recall as playing a critical role in persuading customers to remain loyal with your brand, including purchasing your brand on a regal basis. Some brand managers also suggest that brand recall occurs when consumers buy a particular product or service, consume it, continue to hold the brand in high value, and would purchase again from that same brand; thus translating that a positive brand experience tends to spark repeat consumer purchases.


Unaided versus Aided Brand Recall

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Welcome to the Dove Direct Print and Marketing Blog.  Today’s post, “Marketing Trends You Need to Know” lists a variety of marketing trends that began in 2016 and continue to this day.  It’s challenging to keep track of emerging and changing trends that impact an industry, human behavior, and societal implications.  Gone are the days of relying on gut instincts to effectively create and launch a marketing or advertising initiative.  Moreover, we now have a plethora of media avenues available for branding, marketing, and communications.

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Welcome to the Dove Direct Print and Marketing Blog. Today’s post, ”Digital Ad Spending Displacing Traditional” examines the latest forecasts pointing to digital advertising dollars set to overtake traditional (aka offline) ad spending in 2019. It should come as no surprise that digital is continuing to rise when it comes to ad buys, and to that end the traditional/offline sector is becoming more and more dependent on revenue gains generated by political years.

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Welcome to the Dove Direct Print and Marketing Blog. Today’s post, “Why Mobile Matters in 2019” examines mobile usage trends impacting marketing, the marketplace and a brand’s ability to harness employee productivity. The Pew Center for Research states that as of 2017, 95% of Americans own a cellphone of some type, with 77% of them being smartphones. In this digital era, big data continues to present various types of statistical data and the sheer volume of these statistics can be overwhelming to disseminate, analyze, log and convert to actionable strategical intelligence. However, among the clutter of trend analyses reports, the most important trend for brands and marketers to understand is how and where the public at large is receiving and responding to messaging communications.

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