The document discusses using a social intelligence platform called Infegy Atlas to analyze the impact of automotive recalls on consumer opinion of brands over time. Key findings from analyzing past GM and other brand recalls using Atlas include: (1) Recalls typically have a negative impact on perceptions of quality/desirability that levels off after 6 weeks; (2) Awareness of GM recalls was higher among consumers already in the market for a new vehicle; (3) Luxury vehicle shoppers were more aware of recalls compared to non-luxury shoppers. The overall impact of recalls on a brand's consumer opinion lasts around 6 months.
The company you keep looks at why context matters, especially in an age where there is an attention deficit, and quantifies the newsbrand context effect among the 20 million regular readers of national newsbrands.
By now, we know Word of Mouth Marketing is powerful stuff, and that we need to have it in our marketing plans-- but how do we prove it in ROI? According to Nielsen, 92% of consumers believe recommendations from friends and family over all forms of advertising. In addition, a recent WOMMA and AMA study shows that 64% of marketing executives indicated that they believe word of mouth is the most effective form of marketing.
Content will include:
-Why marketers should care about Word of Mouth Marketing
-How to be Successful with Word of Mouth Marketing
-How to measure WOM to win over your sales team
Should healthcare companies be investing in multicultural? How to formulate their media plans? It has become common to discuss the changing demographics of America yet the advertising dollars targeted these markets haven’t followed to the same degree.
The company you keep looks at why context matters, especially in an age where there is an attention deficit, and quantifies the newsbrand context effect among the 20 million regular readers of national newsbrands.
By now, we know Word of Mouth Marketing is powerful stuff, and that we need to have it in our marketing plans-- but how do we prove it in ROI? According to Nielsen, 92% of consumers believe recommendations from friends and family over all forms of advertising. In addition, a recent WOMMA and AMA study shows that 64% of marketing executives indicated that they believe word of mouth is the most effective form of marketing.
Content will include:
-Why marketers should care about Word of Mouth Marketing
-How to be Successful with Word of Mouth Marketing
-How to measure WOM to win over your sales team
Should healthcare companies be investing in multicultural? How to formulate their media plans? It has become common to discuss the changing demographics of America yet the advertising dollars targeted these markets haven’t followed to the same degree.
8 Word-of-Mouth Marketing Stats You Need To Know Right NowAmbassador
With word-of-mouth (WOM) driving billions of dollars in sales every year, it's more important than ever for companies to focus on WOM and referral marketing efforts. Here are 8 stats about word-of-mouth marketing that you need to know right now.
2014 Visual Marketing Summit - Keynote and IntroTripleLift
Everyday, publishers like Time Inc., Fox News, and the Weather Channel are systematically moving away from text-heavy layouts and leveraging big, beautiful imagery as the focus of their sites. As the Visual Web becomes the new standard, publishers are forgoing banners and seeking more integrated native advertising experiences. But are advertisers ready?
The Industry Index by DMR, TripleLift, and a distinguished panel of industry thought leaders discussed the rise of the Visual Web and the role it’s playing in creating a more dynamic and flexible approach to digital marketing and native advertising.
Improvised marketing interventions (IMIs)—social media actions that are composed and executed in real-time proximal to an external event —through quick wit and, in particular, the interaction between humor paired with timeliness and humor paired with unanticipation—enables firms to drive virality and enhance firm value.
There is a common assumption that word of mouth tends to be negative, and that negative WOM has greater impact than positive talk. It turns out that both are untrue. More than two-thirds of all brand WOM is actually positive in nature, while less than 10% is purely negative. That’s over eight times more positive than negative WOM.
Understanding The Consumer Buying Behavior Through Google SearchDigital Vidya
Learn about consumer buying behaviour through Google Search from this deck presented by Himanshu Arora, Co-Founder, Social Panga & Lead Trainer, Digital Vidya at the SEMPO Bangalore Meetup.
How to build a global passion brand: Insights from the 2013 Social@Ogilvy Bra...Ogilvy Consulting
Every day people have millions of conversations about brands around the world. Many of these are advocacy mentions that help brands significantly amplify their marketing.
Research suggests that up to 80% of reach from marketing campaigns now comes from network amplification through advocacy. This means brands that can’t generate substantial advocacy will simply pay more to market less efficiently than those who make advocacy a brand priority.
Social@Ogilvy analyzed 7 million brand social mentions across 4 countries (Brazil, China, UK, US) and 22 brands (with data from partners CIC, Salesforce Marketing Cloud, and Visible Technologies) to analyze the key drivers of advocacy. Find out more in this report or visit social.ogilvy.com/Advocacy2013
How to use brand analytics to lead a business review on your Brand
You owe your brand a deep-dive business review at least once a year. It should be the start of your brand planning process. Otherwise, you are being negligent to your brand and will operate on the surface level, missing what’s going on beneath the surface. To go deep, you need to look at everything–including the category, consumers, channels, competitors and then your own brand.
4 Steps to Drive Your Brand Extension Strategy with Social Media Aravinth Rajagopalan
At a business planning meeting, a colleague tells you entering a new product category is your brand’s manifest destiny. The rest of the team salivates over potential gains in mindshare and in market share. But in the back of your mind, you waver, asking yourself: “Will consumers accept us?”
5
Understanding Consumer Behavior
LEARNING OBJECTIVES
After reading this chapter you should be able to:
LO 5-1Describe the stages in the consumer purchase decision process.
LO 5-2Distinguish among three variations of the consumer purchase decision process: routine, limited, and extended problem solving.
LO 5-3Identify the major psychological influences on consumer behavior.
LO 5-4Identify the major sociocultural influences on consumer behavior.
ENLIGHTENED CARMAKERS KNOW WHAT CUSTOM(H)ERS VALUE
Who makes 60 percent of new-car buying decisions? Who influences 80 percent of new-car buying decisions? Women. Yes, women.
Women are a driving force in the U.S. automobile industry. Enlightened carmakers have hired women designers, engineers, and marketing executives to better understand and satisfy this valuable car buyer and influencer. What have they learned? While car price and quality are important, women and men think and feel differently about car features and key elements of the new-car buying decision process and experience.
•The sense of styling. Women and men care about styling. For men, styling is more about a car’s exterior lines and accents or “curb appeal.” Women are more interested in interior design and finishes. Designs that fit their proportions, provide good visibility, offer ample storage space, and make for effortless parking are particularly important.
•The need for speed. Both sexes want speed, but for different reasons. Men think about how many seconds it takes to get from zero to 60 miles per hour. Women want to feel secure that the car has enough acceleration to outrun an 18-wheeler trying to pass them on a freeway entrance ramp.
•The substance of safety. Safety for men is about features that help avoid an accident, such as antilock brakes and responsive steering. For women, safety is about features that help to survive an accident. These features include passenger airbags and reinforced side panels.
•The shopping experience. The new-car-buying experience differs between men and women in important ways. Generally, men decide up front what car they want and set out alone to find it. By contrast, women approach it as an intelligence-gathering expedition. Referred to as CROPing, women shoppers look for CRedible OPinions. They actively seek information and postpone a purchase decision until all options have been evaluated. Women, more frequently than men, visit auto-buying websites, read car-comparison articles, and scan car advertisements. Still, recommendations of friends and relatives matter most to women. Women typically shop three dealerships before making a purchase decision—one more than men.
Page 111
Carmakers have learned that women, more than men, dislike the car-buying experience—specifically, the experience of dealing with car salespeople. In contrast to many male car buyers, women do not typically revel in the gamesmanship of car buying. “Men get all excited about going out to buy a car and talk about how they’re g.
Always wondered what the effects of a promotional product is? Wondered which item is best to buy and has the best ROI?
Read this article and if you have any questions, email me
This paper aims to help you understand the four main types of social media tools, their key features, main benefits, and the value they can bring to your social media marketing efforts.
8 Word-of-Mouth Marketing Stats You Need To Know Right NowAmbassador
With word-of-mouth (WOM) driving billions of dollars in sales every year, it's more important than ever for companies to focus on WOM and referral marketing efforts. Here are 8 stats about word-of-mouth marketing that you need to know right now.
2014 Visual Marketing Summit - Keynote and IntroTripleLift
Everyday, publishers like Time Inc., Fox News, and the Weather Channel are systematically moving away from text-heavy layouts and leveraging big, beautiful imagery as the focus of their sites. As the Visual Web becomes the new standard, publishers are forgoing banners and seeking more integrated native advertising experiences. But are advertisers ready?
The Industry Index by DMR, TripleLift, and a distinguished panel of industry thought leaders discussed the rise of the Visual Web and the role it’s playing in creating a more dynamic and flexible approach to digital marketing and native advertising.
Improvised marketing interventions (IMIs)—social media actions that are composed and executed in real-time proximal to an external event —through quick wit and, in particular, the interaction between humor paired with timeliness and humor paired with unanticipation—enables firms to drive virality and enhance firm value.
There is a common assumption that word of mouth tends to be negative, and that negative WOM has greater impact than positive talk. It turns out that both are untrue. More than two-thirds of all brand WOM is actually positive in nature, while less than 10% is purely negative. That’s over eight times more positive than negative WOM.
Understanding The Consumer Buying Behavior Through Google SearchDigital Vidya
Learn about consumer buying behaviour through Google Search from this deck presented by Himanshu Arora, Co-Founder, Social Panga & Lead Trainer, Digital Vidya at the SEMPO Bangalore Meetup.
How to build a global passion brand: Insights from the 2013 Social@Ogilvy Bra...Ogilvy Consulting
Every day people have millions of conversations about brands around the world. Many of these are advocacy mentions that help brands significantly amplify their marketing.
Research suggests that up to 80% of reach from marketing campaigns now comes from network amplification through advocacy. This means brands that can’t generate substantial advocacy will simply pay more to market less efficiently than those who make advocacy a brand priority.
Social@Ogilvy analyzed 7 million brand social mentions across 4 countries (Brazil, China, UK, US) and 22 brands (with data from partners CIC, Salesforce Marketing Cloud, and Visible Technologies) to analyze the key drivers of advocacy. Find out more in this report or visit social.ogilvy.com/Advocacy2013
How to use brand analytics to lead a business review on your Brand
You owe your brand a deep-dive business review at least once a year. It should be the start of your brand planning process. Otherwise, you are being negligent to your brand and will operate on the surface level, missing what’s going on beneath the surface. To go deep, you need to look at everything–including the category, consumers, channels, competitors and then your own brand.
4 Steps to Drive Your Brand Extension Strategy with Social Media Aravinth Rajagopalan
At a business planning meeting, a colleague tells you entering a new product category is your brand’s manifest destiny. The rest of the team salivates over potential gains in mindshare and in market share. But in the back of your mind, you waver, asking yourself: “Will consumers accept us?”
5
Understanding Consumer Behavior
LEARNING OBJECTIVES
After reading this chapter you should be able to:
LO 5-1Describe the stages in the consumer purchase decision process.
LO 5-2Distinguish among three variations of the consumer purchase decision process: routine, limited, and extended problem solving.
LO 5-3Identify the major psychological influences on consumer behavior.
LO 5-4Identify the major sociocultural influences on consumer behavior.
ENLIGHTENED CARMAKERS KNOW WHAT CUSTOM(H)ERS VALUE
Who makes 60 percent of new-car buying decisions? Who influences 80 percent of new-car buying decisions? Women. Yes, women.
Women are a driving force in the U.S. automobile industry. Enlightened carmakers have hired women designers, engineers, and marketing executives to better understand and satisfy this valuable car buyer and influencer. What have they learned? While car price and quality are important, women and men think and feel differently about car features and key elements of the new-car buying decision process and experience.
•The sense of styling. Women and men care about styling. For men, styling is more about a car’s exterior lines and accents or “curb appeal.” Women are more interested in interior design and finishes. Designs that fit their proportions, provide good visibility, offer ample storage space, and make for effortless parking are particularly important.
•The need for speed. Both sexes want speed, but for different reasons. Men think about how many seconds it takes to get from zero to 60 miles per hour. Women want to feel secure that the car has enough acceleration to outrun an 18-wheeler trying to pass them on a freeway entrance ramp.
•The substance of safety. Safety for men is about features that help avoid an accident, such as antilock brakes and responsive steering. For women, safety is about features that help to survive an accident. These features include passenger airbags and reinforced side panels.
•The shopping experience. The new-car-buying experience differs between men and women in important ways. Generally, men decide up front what car they want and set out alone to find it. By contrast, women approach it as an intelligence-gathering expedition. Referred to as CROPing, women shoppers look for CRedible OPinions. They actively seek information and postpone a purchase decision until all options have been evaluated. Women, more frequently than men, visit auto-buying websites, read car-comparison articles, and scan car advertisements. Still, recommendations of friends and relatives matter most to women. Women typically shop three dealerships before making a purchase decision—one more than men.
Page 111
Carmakers have learned that women, more than men, dislike the car-buying experience—specifically, the experience of dealing with car salespeople. In contrast to many male car buyers, women do not typically revel in the gamesmanship of car buying. “Men get all excited about going out to buy a car and talk about how they’re g.
Always wondered what the effects of a promotional product is? Wondered which item is best to buy and has the best ROI?
Read this article and if you have any questions, email me
This paper aims to help you understand the four main types of social media tools, their key features, main benefits, and the value they can bring to your social media marketing efforts.
The 3 Key Reasons Why People Buy and How to Ensure That They Say
Bonus Lecture Added
Are you frustrated that people don't listen to you, reject your ideas or your offer? Are you sick and tired of being rejected by potential clients, even so your product and service is real great?
Do you want to become a real master in busting any objection that people put forward?
Than this course is for you.
It is for:
* The sales person who wants to close more deals
* The entrepreneur and negotiator who needs to be successful in high-stake deals.
It is my intention for you to become a masterful persuader in the sales situation. This happens, when you finish the course and apply the learning.
But you must finish it, otherwise, you won't realise the impact and won't get the results!
Because this course provides you with 14 patterns that you can use in any sales situation. Additionally, it gives you the words and language patterns that makes you an outstanding connector.
When you complete the course, you will be someone, who takes on any objection or rejection with ease, and is able to break through any resistance, and obstacle while deepening rapport.
If you are interested in increasing your influence, and your persuasive skill and add on to your current success, you must take this course now.
ORDER NOW.
Here is the brief overview of this cumulative Session Long Project (mealsdeidre
Here is the brief overview of this cumulative Session Long Project (SLP). In this research project, you would work as a marketing consultant to develop a feasible marketing plan for your client. You would conduct secondary research in SLP1 and SLP2 to glean the necessary information for your marketing plan in SLP3 and SLP4.
It is important to conduct quality market research on your focal product/company in order to develop realistic and workable marketing plans. Generally speaking, there are two types of research. One is secondary research, which refers to data collection using existing sources, and the other is primary research, which is your own data collection for the specific study at hand. The purpose of market research is to collect usable information to make more informed decisions on the business problem, thus increasing the chance of business success in the marketplace.
Please check the
outline of the
marketing plan
, which provides information on:
The final format for this cumulative Session Long Project;
A list of topics for the whole project;
The continuity and connections among SLPs 1-4.
In this module SLP1, identify a company and a charge (or task) for this marketing research project and conduct situation analysis related to your charge. This is the first step of this cumulative research project. You need to review all four SLPs first in order to better understand the requirements for this project.
Product Statement
In this section, describe the company and the product that is going to be the focus of interest for your marketing plan. For example, if your client is Apple, provide background information on the organization (e.g., what it is, what it does, history, success in what it is doing, etc.). If the charge is to market a new product (such as iPad 6), describe what iPad is, how long it has been around, how successful it has been, and who the target audience is. Be specific and detail-oriented, and do not assume that the reader is familiar with the company and product.
Identify a company and a charge for your research project at the very beginning, based on the detailed requirements for this cumulative Session Long Project. The new charge is a hypothetical task, which should be based on one of the company’s existing brands or products. It is also better to identify a new product charge for existing public firms so that you can find enough information for your task. For example, you may pick one of the following companies and charges.
Apple needs to increase its market share for iPhone 8.
Microsoft intends to increase sales of Xbox One S 10TB console.
Fitbit plans a successful release of Charge 3 wristband.
Ford needs to have a successful introduction of the 2018 Fusion.
Amazon wants to increase brand awareness for Echo digital media streamer in Japan.
Do not choose the product that is the basis of Case 1.
It is best to check with your instructor regarding the company and the charge you choose to analyz ...
The "Auto marketing report 2018" is the overview of the market and sumary number from a very big research firm. Nielsen is deliver this report to help marketing team have an overview of the 2018 marketing report.
As Europe's leading economic powerhouse and the fourth-largest hashtag#economy globally, Germany stands at the forefront of innovation and industrial might. Renowned for its precision engineering and high-tech sectors, Germany's economic structure is heavily supported by a robust service industry, accounting for approximately 68% of its GDP. This economic clout and strategic geopolitical stance position Germany as a focal point in the global cyber threat landscape.
In the face of escalating global tensions, particularly those emanating from geopolitical disputes with nations like hashtag#Russia and hashtag#China, hashtag#Germany has witnessed a significant uptick in targeted cyber operations. Our analysis indicates a marked increase in hashtag#cyberattack sophistication aimed at critical infrastructure and key industrial sectors. These attacks range from ransomware campaigns to hashtag#AdvancedPersistentThreats (hashtag#APTs), threatening national security and business integrity.
🔑 Key findings include:
🔍 Increased frequency and complexity of cyber threats.
🔍 Escalation of state-sponsored and criminally motivated cyber operations.
🔍 Active dark web exchanges of malicious tools and tactics.
Our comprehensive report delves into these challenges, using a blend of open-source and proprietary data collection techniques. By monitoring activity on critical networks and analyzing attack patterns, our team provides a detailed overview of the threats facing German entities.
This report aims to equip stakeholders across public and private sectors with the knowledge to enhance their defensive strategies, reduce exposure to cyber risks, and reinforce Germany's resilience against cyber threats.
Data Centers - Striving Within A Narrow Range - Research Report - MCG - May 2...pchutichetpong
M Capital Group (“MCG”) expects to see demand and the changing evolution of supply, facilitated through institutional investment rotation out of offices and into work from home (“WFH”), while the ever-expanding need for data storage as global internet usage expands, with experts predicting 5.3 billion users by 2023. These market factors will be underpinned by technological changes, such as progressing cloud services and edge sites, allowing the industry to see strong expected annual growth of 13% over the next 4 years.
Whilst competitive headwinds remain, represented through the recent second bankruptcy filing of Sungard, which blames “COVID-19 and other macroeconomic trends including delayed customer spending decisions, insourcing and reductions in IT spending, energy inflation and reduction in demand for certain services”, the industry has seen key adjustments, where MCG believes that engineering cost management and technological innovation will be paramount to success.
MCG reports that the more favorable market conditions expected over the next few years, helped by the winding down of pandemic restrictions and a hybrid working environment will be driving market momentum forward. The continuous injection of capital by alternative investment firms, as well as the growing infrastructural investment from cloud service providers and social media companies, whose revenues are expected to grow over 3.6x larger by value in 2026, will likely help propel center provision and innovation. These factors paint a promising picture for the industry players that offset rising input costs and adapt to new technologies.
According to M Capital Group: “Specifically, the long-term cost-saving opportunities available from the rise of remote managing will likely aid value growth for the industry. Through margin optimization and further availability of capital for reinvestment, strong players will maintain their competitive foothold, while weaker players exit the market to balance supply and demand.”
Levelwise PageRank with Loop-Based Dead End Handling Strategy : SHORT REPORT ...Subhajit Sahu
Abstract — Levelwise PageRank is an alternative method of PageRank computation which decomposes the input graph into a directed acyclic block-graph of strongly connected components, and processes them in topological order, one level at a time. This enables calculation for ranks in a distributed fashion without per-iteration communication, unlike the standard method where all vertices are processed in each iteration. It however comes with a precondition of the absence of dead ends in the input graph. Here, the native non-distributed performance of Levelwise PageRank was compared against Monolithic PageRank on a CPU as well as a GPU. To ensure a fair comparison, Monolithic PageRank was also performed on a graph where vertices were split by components. Results indicate that Levelwise PageRank is about as fast as Monolithic PageRank on the CPU, but quite a bit slower on the GPU. Slowdown on the GPU is likely caused by a large submission of small workloads, and expected to be non-issue when the computation is performed on massive graphs.
Chatty Kathy - UNC Bootcamp Final Project Presentation - Final Version - 5.23...John Andrews
SlideShare Description for "Chatty Kathy - UNC Bootcamp Final Project Presentation"
Title: Chatty Kathy: Enhancing Physical Activity Among Older Adults
Description:
Discover how Chatty Kathy, an innovative project developed at the UNC Bootcamp, aims to tackle the challenge of low physical activity among older adults. Our AI-driven solution uses peer interaction to boost and sustain exercise levels, significantly improving health outcomes. This presentation covers our problem statement, the rationale behind Chatty Kathy, synthetic data and persona creation, model performance metrics, a visual demonstration of the project, and potential future developments. Join us for an insightful Q&A session to explore the potential of this groundbreaking project.
Project Team: Jay Requarth, Jana Avery, John Andrews, Dr. Dick Davis II, Nee Buntoum, Nam Yeongjin & Mat Nicholas
2. Pain Points
What is ‘normal’
How long does a
recall affect
consumer opinion
of GM. What is the
average length of
time?
When to act
How ‘bad’ is a
particular recall
affecting the
brand? Should
special measures
be taken? When is
the brand in a
crisis?
How to combat
What types of PR
and marketing
efforts have reduced
the length of time
around negative
consumer opinion
of the brand?
3. How?
Use a social intelligence
platform developed to answer
questions through four key
areas of focus:
4. Discovery
Combing through more than 100 trended data
points, Infegy Atlas automatically generates
stories to tell you what’s happening with your
subject, highlights key events over time, and
describes the data, taking you beyond the
charts and straight to answers.
Comparison
Run up to six unique subjects at once, and
Infegy Atlas will give you rich insight into how
they compare, what makes them different, and
what they have in common. Datasets are
analyzed together, giving you new information
impossible to find with a single subject alone.
Data
The longest running social data collection in the
business, broadly sourced from numerous
channels, normalized to reflect the general
population, and rigorously spam-filtered to
ensure accurate, trustworthy results
Linguistics
Infegy Atlas is powered by Infegy Linguistics,
able to read and interpret text more like a
human than software. This technology,
developed at Infegy over more than seven years,
is capable of incredibly complex language
analysis, giving you reliable and rich analysis of
social commentary
5. Discovery
How far reaching are the online
posts that announce the recall?
With the Atlas tool we can find
all posts that mention the recall
and determine how far that
message spread based on
scoring.
Atlas allows us to focus on audience segments. For this
example we’re looking for people who would fit into different
automobile categories.
Based on the findings, awareness of the recalls was somewhat
higher among consumers who were in the market for luxury
vehicles, when compared to those in the non-luxury segment.
Truck shoppers were least aware of the recalls.
6. Comparison
With Atlas we can compare
multiple topics with each other
to determine how they are
related.
For the GM recall we can filter
out messages about the brand
that are not related to the
recall.
We can add other topics related
to the recall, but that may not
specifically mention it.
7. Comparison
To determine what the general lifespan of a recall in the
public eye looks like we’re going to focus on four major
brands’ recalls that occurred prior to the GM recall incident.
The brands that were observed were Ford, GM, Honda, and
Toyota.
To do this we can take a sample of online commentary from
six weeks up to the announcement of a major recall and six
weeks after to gauge how perceptions shifted.
In addition to comparing topics we can compare ourselves next to other brands that are part of the same recall.
For the majority of brands, the recall was just a blip on the
radar in terms of generating negative conversations about
overall product quality.
On the other hand, the GM recall produced a linear increase
of negative mentions about quality that continued to
increase up to six weeks after the announcement.
8. Linguistics
People have a myriad of emotions beyond happy,
sad and angry.
WIth Atlas linguistic analysis we can see a range of
emotions and sentiments and how they relate to a
theme.
What types of emotions were tied to statements
around GM during the recall period and how did
those changed over time?
This will help us understand how long consumer
opinion changed around and during the recall and
how long it took to return to pre recall sentiment
levels.
We can also use this data to steer marketing
campaigns since we will know which parts of the
relationship with the consumer have been
damaged the most.
9. Data
To determine what the normal lifespan of a recall
notice has on public opinion around the GM brand
first we have to benchmark a few other data points.
What has been the historical trend of GM mentions,
automotive industry mentions and automotive
recall mentions.
Atlas has one of the longest running social data
collections in the industry, broadly sourced from
numerous channels, normalized to reflect the
general population, and rigorously spam-filtered to
ensure accurate, trustworthy results.
Good data means better decisions.
By looking through the historical data sets we can
determine that the average recall notice affects
consumer opinions for an average of 6 months
from the date of the first public mention.
10. Key takeaway from analysis
1. Recalls appear to have moderate effects on consumer perceptions of quality and desirability,
and generally produce a negative feedback lifecycle that has week over week positive growth for
6 weeks before leveling out. If GM experiences a recall that produces negative sentiment or awareness
outside of this range action should be taken. This benchmark should be used to track success of any
effort to reduce the negative sentiment trend.
2. Awareness of the GM recall among consumers in the market for a new vehicle was relatively high, with between
50% and 60% of automotive consumers stating they were aware of the recalls. Determine the average time people
spend in the market for a new vehicle. If that number is less than 6 months specific ‘crisis’ campaigns should be
created to target this segment during a recall period.
3. Consumers shopping in the luxury vehicle segments were more aware of brand recalls. This was likely due to the
fact that these consumers place a premium on quality and safety. Appealing to this specific segment with targeted
material online during a recall period should be a priority to help mitigate any brand equity loss.
4. While lasting upward trends seemed to settle after six weeks on the recall timelines, the overall impact on
consumer opinion lasts around 6 months and could have measurable effects on brand affinity. If GM experiences a
recall the lasts outside of this range they should increase efforts to reduce impact.