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To market, to market: How creative treatments of in-store branded content impact sales
Journal of Brand Strategy,
9
(1),
75-90
(2020)
Abstract
This paper explores the effect of creative treatments for in-store branded content (also known as branded entertainment) on beer and wine sales for 48 campaigns across 85 grocery outlets. The effectiveness of creative treatments for in-store, at-shelf branded content, has been little researched. Study 1 measured test brand sales of in-store, at-shelf branded content versus same brand sales for no in-store, at-shelf branded content (control). Study 2 utilised factor analysis to uncover the underlying dimensions of the creative treatments for the test brands. Study 3 utilised partial least-squares structural equation modelling (PLS-SEM) to assess the importance and contribution of creative treatments on sales of the test brands during the campaign period. Data reveals that, despite the crowded visual environment of grocery retailers, in-store, at-shelf branded content for selected beer and wine brands had significantly higher sales versus the pre-campaign or control condition, with the creative treatments of empathy, emotion and message, film quality and local/sustainable garnering the strongest positive imputed relationships to sales.
Keywords: branded content; product promotion; point of purchase; digital out of home video; retail marketing
The full article is available to subscribers to the journal.
Author's Biography
Joann Sciarrino is the Isabella Cunningham Endowed Chair in Advertising and Director of the Stan Richards School of Advertising and Public Relations in the Moody College at the University of Texas at Austin, USA. Prior to working in academia, Sciarrino was executive vice president for BBDO North America, where she led a successful team that provided research, analytics and modelling solutions for more than 30 global clients, most notably AT&T, Starbucks and Hyatt.
John Prudente is Research Associate at the University of Texas at Austin in the Stan Richards School of Advertising and Public Relations. He has over a dozen years’ experience managing online marketing campaigns and departments at both mid-market companies and non-profit organisations. He holds a Master’s degree in Public Administration from the University of North Carolina at Greensboro, USA.
