Does brand image or taste have more influence on consumer preference for energy drinks?

In the past, numerous studies have been completed comparing brand image to product performance. In these studies it has been shown that brand image does have an effect on preferences and observers evaluate product performance differently when brand image is part of the equation. However, Generation Y is often cited as being skeptical of advertising, because they have been bombarded with media their entire lives. Therefore, this study examined a product targeted towards Generation Y, energy drinks, and compared stated brand preferences to actual product performance. The sample was 68 college students from Bryant University varying in age from 18 to 23 years old. In the study, participants were asked to complete an online survey about energy drinks and within the survey they were asked to rank five energy drinks (Red Bull, Monster, Full Throttle, Amp, and Rockstar) in order from favorite to least favorite. Several days later, the participants then came to the Applied Psychology Research Center on campus and participated in a blind taste test where they again ranked the energy drinks favorite to least favorite. Results showed that Generation Y is not immune to advertising. In the survey, Red Bull was clearly the most preferred brand with 47% of respondents selecting it as their favorite. In the blind taste tests, Monster was most preferred with 28% of respondents choosing it as their favorite. When comparing favorites using mean ranks, Red Bull was also most preferred in stated preferences (mean rank = 2.2) and Amp was most preferred in taste tests (mean rank = 2.7). Thus, Generation Y may be more skeptical about advertising, but they are still influenced by marketing efforts as shown by the discrepancy between stated preferences and the taste test preferences. These results provide important information for marketers because they show that advertising dollars aimed at Generation Y are effective

Red Bull: The other energy drink and its effect on performance

The article reports on Red Bull energy drink and its effectiveness. It is created with synthetic ingredients which are stated to be the best quality available from pharmaceutical companies. Caffeine is one of the key ingredients which is normally not found in sports energy drinks. The limited research concludes that taurine and glucuronolactone in Red Bull have not been proven to improve body functions

Diablo Canyon power plant site ecological study Quarterly Report no. 17: July 1 - September 30, 1977

During the quarter a total of 38 random 30-m2 and 152 random 1/4-m2 subtidal stations were surveyed. Red abalone, Haliotis rufescens, densities remained very low. There was a continued decline in densities of giant red sea urchins, Strongylocentrotus franciscanus, in Diablo Cove as well as the North Control area. The annual shore census of bull kelp, Nereocystis luetkeana, revealed the lowest number of plants in the surface canopy in Diablo Cove since 1973. The subtidal station data supported this observation. Sea otter, Enhydra lutris, observations were continued. A small group of otters continued to raft in the Cove east of Lion Rock. Some of these otters probably forage as far south as South Cove. The survey of 11 random intertidal stations completed our Upwelling sampling effort. (16pp.

Kocip fatimah in RED BULL energy drink?

MAR 20 KUALA LUMPUR: Allswell Trading pte, Ltd. (Singapore) expressed interest to explore incorporating the research grade Kacip Fatimah extract as prepared by Prof Mashitah Mohd Yusoff in Red Bull Energy Drink

Publicidad y Branded Entertainment: interactividad y otros códigos de entretenimiento

En esta segunda década del siglo XXI, las nuevas tecnologías y los nuevos medios de comunicación han formado parte de la vida común. Encontramos un individuo siempre en línea, lo cual supone también un nuevo consumidor, que participa, produce contenido y requiere algo a cambio de su atención. En este escenario, destacamos el formato Branded Entertainment, con el cual muchas marcas han ofrecido al público experiencias entretenidas, con carácter de narrativa y de juego. En la búsqueda de la estructura de esas experiencias, observamos en este trabajo cómo se comporta uno de sus elementos esenciales, la interactividad, identificando sus tipos, el papel que el consumidor asume y los niveles interactivos alcanzados. Además, consideramos como variables los códigos textuales, verbales y visuales de las piezas, esclareciendo como la elección de ciertos elementos y la ausencia de otros influye en la construcción de un mensaje entretenido. Fueron seleccionadas dos campañas: la inglesa «Dip Desperado», de Doritos, y la brasileña «Red Bull Street Art View», de Red Bull. El resultado de este estudio inicial se ajusta a nuestra hipótesis: el enfoque del mensaje en campañas entretenidas no está en el objeto a ser vendido. Elementos tradicionales son sustituidos por una orientación hacia el consumidor y, de esa manera, el público es llevado a concluir algo por sí mismo sobre aquella marca o producto. Y si tal conclusión es positiva, entonces, deberíamos considerar un nuevo tipo de persuasión: la persuasión entretenida.As we progress in the second decade of the 21st century, new technologies and new media have become a part of everyday life. This has created a new breed of consumer: an individual who is «always connected», participates, produces content and requires something in return for his attention. In this context, we highlight the Branded Entertainment format, through which so many brands have offered entertainment experiences, which feature a narrative and gameplay character to their targets. In this study, with the objective of identifying the composition of these experiences, we focused on the behavior of one of the key elements: the interactivity. We have identified various types of interactivity as well as the role assumed by the consumer and the interactive levels achieved. In addition, we consider the textual, verbal and visual elements of the pieces, clarifying how the election of certain elements and the absence of others influences the construction of an entertainment message. We selected to study two campaigns: the English «Dip Desperado», by Doritos, and the Brazilian «Red Bull Street Art View», by Red Bull. The results of our initial study confirm our hypothesis: that the focus of the message in entertainment campaigns is not on the object to be sold. Traditional elements are replaced by a consumer orientation and, thus, the target is led to an independent conclusion about the brand or product in question. If the outcome of this conclusion is positive, then we consider this a new type of persuasion: the entertainment persuasion

An update on the diagnosis and treatment of early Lyme Disease: Focusing on the bull\u27s eye, you may miss the mark

To confidently diagnose and treat Lyme disease, the clinician must first understand the natural history of this disease, especially its protean early manifestations. Emergency physicians, primary care physicians, and other providers need to be vigilant in terms of the timely recognition of erythema migrans (EM), the unique marker of early localized stage 1 disease. The classic EM, originally described as a slowly expanding bull\u27s eye lesion, is now recognized to be present in only the minority of cases (9%); the dominant morphologic lesion of EM is now recognized to be the diffusely homogenous red plaque or patch, which occurs in over 50% of cases. This update will define the current morphologic features of early Lyme disease, the indication for serologic studies, and the most recent treatment guidelines, including therapeutic pitfalls