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Does Your Brand Have a Story?

As brands struggle to break through with their ads and commercials, many strive to tell a story. Storytelling can lure people into an ad, and a well-constructed story can...

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Taglines as Tag-Alongs

We’ve commented in this space before about how brand marketers care more about their taglines than consumers do. Not only do consumers typically not care, they are mostly...

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How Advertising Works Today

The ARF just released the results of their ‘How Advertising Works Today’ study, touted as the most extensive industry study in more than 25 years. We were gratified to see...

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Design for Your Viewer and Their Goals

The rise of infographics, scorecards, dashboards and the need for clarity in reporting has made data visualization one of the most important analytical topics of the last few...

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The Perils of Copy Testing in Today’s Advertising Environment

Advertisers spend millions of dollars copy testing ad executions before in-market launch, often testing in rough stages to avoid producing a commercial that could potentially...

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The Perils of Copy Testing in Today’s Advertising Environment

Advertisers spend millions of dollars copy testing ad executions before in-market launch, often testing in rough stages to avoid producing a commercial that could potentially...

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Here’s What $5 Million and a Super Bowl Ad Will Buy You

If time is money, then a Super Bowl ad is … crazy expensive. This year’s spots will set advertisers back a record $5 million for around 30 seconds of air time, which works...

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Did Loctite Win at Glue With Last Year’s Super Bowl Buy?

This year’s Loctite’s Super Bowl ad “was a charming ad and cute creative concept, but it didn’t really break through,” said Jeri Smith, CEO of Communicus, which...

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