Whitepapers

Canadian’s feelings about advertising and ethics are reported on in this presentation by Andrew Grenville and Mike Leahy. The presentation was originally given to a joint Executive Summit of the Association of Canadian Advertisers and Advertising Standards Canada, in October 2008.

The study looks at the image of advertising relative to other social communication mediums and general attitudes toward advertising. It also describes a segmentation of Canadian’s mindsets on advertising and ethics. It concludes with a look at political advertising; a case study in the role and effects of ethics & advertising, with a focus on general campaign and attack advertising.

Advertising and Ethics: Download Whitepaper

Corporate Reputation isn’t just good or bad.

Some types of "good" reputations result in greater firm growth than others. What kind of reputation does your company have?

Not all good reputations are identical. And some types enjoy greater levels of willingness to recommend—a key predictor of future growth.

Our CRSI™ analysis reveals four discrete reputation types—each with different implications for willingness to recommend, and also for likelihood of attracting negative media coverage.

Quality Firms are high profile, with a strong positive reputation. Strong Value Companies have a high profile, but they are better known for value than quality and are more likely to attract some negative attention. MOR Corporations are well known, but lack the profile of the Quality and Strong Value firms. Finally, Low Profile Businesses are not unknowns, but they lack profile. Their reputation is not bad, it just is not strong. And they fail to reap the rewards of a good reputation.

Beyond Good and Bad Reputations : Download CRSI Report

Angus Reid Strategies is on the forefront of an evolution that is transforming marketing research and public opinion polling. Interactive research technology is effective not only in winning back the trust of poll respondents—who seek to express their views in a comfortable setting at a time of their choosing—but also in pinpointing the latest political and consumer trends in a quick and reliable fashion.

Why Online Panels Work : Download Whitepaper

"We give them money, they politely acknowledge us and that's it, right?" Or is it?

Many companies sponsor charities and cultural organizations because it seems like a responsible thing to do. But does it really stop there? Does social responsibility have other benefits---perhaps even for the growth of the company?

The good news is that if consumers are aware that your company is socially responsible, they will recommend it to others. And willingness to recommend has proven to be a powerful driver of future growth.

In this report we reveal how sponsorship drives business growth and identify the types of sponsorship that have the most profound effect on reputation.

Sponsorship Drives Business Growth : Download CRSI Report

Picky about partners? You should be, because "if it touches the consumer it's a Corporate Image issue"

Partners are all over your customers:

• Considering potential partnership or renegotiating an existing deal?
• Wondering how a partner's reputation might effect your own?
• Does associating with another company create synergy or generate dissonance?

These are important and increasingly common questions. Who you partner with has a significant impact on your reputation, and there are partnerships everywhere. CRSI is a powerful tool for understanding the fit between your company and current or potential partners, because it enables you to compare and contrast your image with that of your partners. It allows you to assess where the fit is, where the gaps are and how you can make the most of your partnerships---in the present and the future.

Our proprietary Partner Fit Summary analysis provides insight into overall fit. Our indexing of your corporate image to your (potential) partners also highlights gaps between your image and theirs.

In this article we illustrate how Partner Fit works by reporting on a couple of case studies involving some well known brands whose partners are integral to their offer to the public.

Partner Fit : Download CRSI Report

Thanks to the CRSI team and Andrew Grenville- this paper is a segmentation of the 207 brands that are covered within the CRSI tool - we have identified 5 segments - and insights into the fact that companies can do a better job at communicating their sponsorship messaging to Canadians in order to increase the awareness of the millions of dollars that is spent in this area. It is a short paper, and we hope that you will take the time to read it.

Understanding the Benefits of Sponsorship Investment : Download CRSI Report

Relying on Robert Plutchik’s psychoevolutionary theory of emotion, we polled a representative national sample of 1,000 Canadians (on Dec. 3 and Dec. 4, 2007) and asked respondents to click up to four words that describe their feelings towards three long-serving prime ministers: Pierre Trudeau, Brian Mulroney and Jean Chrétien. The online survey allowed Canadians to look at a portrait of each of these former heads of government, and choose from a list of 16 different emotions.

Plutchik’s model was also used to poll a representative national sample of 1,000 Canadians (on Oct. 31 and Nov. 1, 2007) in order to garner insight on the feelings voters have towards the country's five main federal parties and their leaders.

Emotional reactions to Prime Ministers past and present : Download Whitepaper

This special presentation reviews the spending habits of Canadians during the 2007 holiday season, as well as their reliance on gift cards.