In the September, 2010 addition of the Journal of Advertising Research (JAR), Ehrenberg-Bass Institute’s Jenni Romaniuk and LogicLab’s Craig Gugel provided an overview of the journey the Advertising Research Foundations (ARF) 360 Media and Marketing Council undertook to reevaluate the role that exposure to communication channels play in moving consumers along the path to purchase. The article was titled “The ARF 360 model: Update to a Human-Centric Approach” [Download PDF].

Below is One to One’s first attempt to visualize and consolidate the evolution of THE ARF 360 Model into it’s most recent iteration:

In keeping with the spirit of the original model, the stages that are detailed above are not meant to be linear in nature. The ARF 360 Committee felt it was important for this model to be circular to “highlight that there is no single starting point that applies to everyone”. Indeed, the Committee highlighted that the process can be initiated by either the marketer or the person seeking to satisfy specific needs. They continued “to refer to the “human” rather then the “consumer” to remind the industry that consumption is only one part of their lives”. And with consumers in control of media, the “onus rests squarely on the advertising community to “adapt to the choices consumers make”.

To that end, I think we still have some work to do on this infographic. This Version 1.0 attempt to summarize the good work done by The ARF 360 Committee should be viewed as an initial draft. One to One is open to any/all feedback to make this asset as clear and as helpful as possible. We will continue to evolve this design and provide additional formats for download. In the spirit of starting a dialogue, we felt this was at least “good enough” to share with a broader audience.

Quelch and Joez believe marketers need to re-visit their current attitudinal and behavioral marketing segmentation schemes and consider understanding the needs of their customers in light of the most severe recession this country has ever seen since the Great Depression.  Corporate scandals; failures in the financial, housing, insurance, and automotive sectors; taxpayer bailouts, etc. have all had a profound effect on consumers and their buying behavior.  By dividing customers into four groups based on their emotional response to these economic realities, Quelch and Joez believe firms will better understand how to tailor marketing tactics to maximize their effectiveness through the recession.

Below is a brief example of the four consumer recession segment’s Quelch and Joez define, their needs, their behaviors related to essential products, and recommended tactics to engage each segment:

The HBR piece goes into far greater detail then this post; offering segment behaviors and corresponding marketing tactics for products considered to be treats, postponables, or expendables.  I highly recommend business executives and marketing professionals get their hands on a copy and give it a thorough reading.  The detailed recommendation’s and strategies offered will arm you with a better understanding of where/how to execute on reassuring messages that reinforce an emotional connection with the brand and demonstrate empathy during these difficult times.

In this report, we present an analysis of viewer engagement with Internet video. Analyzing the results from the various Quantemo™ data sources, we present a series of three insights concerning how users locate, respond to, and engage with Internet video. Download the full report, free of charge, to learn more.

In this report, we present an analysis of physiological engagement with advertising-rich video games. Physiological engagement was measured with OTOinsight’s Quantemo™ neuromarketing measurement platform. Analyzing the results from three separate physical traces in combination with eye tracking and interview data, we present a series of five insights for the design and dissemination of future in-game advertising. Download the full report, free of charge, to learn more.