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How to Save a Brand
Sep13

How to Save a Brand

It’s not necessarily easy, but it is simple – and cheaper than the alternatives.

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Why Google, Facebook, Amazon and Uber Are All About TV Ads
Aug21

Why Google, Facebook, Amazon and Uber Are All About TV Ads

Do they know something about the power of TV that you don’t?

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Are You Underestimating the Effectiveness of Your Advertising?
Jun13

Are You Underestimating the Effectiveness of Your Advertising?

With brand equity and differentiation at all-time lows, many advertisers from multiple categories are on the defensive. Thanks to category trends and emerging consumer preferences, many brands can expect the threat of extinction to remain constant. But there is a big chance that the effectiveness of even endangered brands’ ads are being sold short in research and reporting. In her monthly column for The Drum, Communicus CEO Jeri Smith explains why marketers need look no further than advertising measurement to find out if your brand’s campaigns are doing better than...

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Endangered Brands and Their Common Advertising Measurement Oversight
Mar21

Endangered Brands and Their Common Advertising Measurement Oversight

What marketers don’t track, they cannot diagnose or act upon – but should.

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How to Measure the Defensive Impact of Your Advertising
Mar10

How to Measure the Defensive Impact of Your Advertising

Is your brand tracking data and insights on how your campaigns are helping to stem losses and fight off the competition?

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Super Bowl Advertising: Winners, Losers and Lecturers
Feb07

Super Bowl Advertising: Winners, Losers and Lecturers

In Communicus CEO Jeri Smith’s latest piece for the Observer, she cuts through the Super Bowl advertising hype and explains which ads actually worked. That means a focus on brand-building rather than entertainment for the sake of it. An excerpt: After every Super Bowl, pundits weigh in on which ads were the best and worst. But those lists all focus on what was entertaining, rather than which ads are likely to boost sales. In that respect, Super Bowl commercials tend to struggle—no matter how funny or poignant they are. Last year, only one-third of viewers of the typical Super Bowl ad could connect the spot to the brand being advertised. This year, advertisers shelled out at a rate of $10 million per minute for Super Bowl media buys—plus tens of millions for creative, production, agencies, PR and associated costs. As ever, there were more duds than triumphs, but some brands did manage to pull out a win. To find out which advertisers nailed it this year and why they rose above the crowd, read the whole piece.   Featured image by Samantha Levang, licensed under Creative...

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