The Constant-Sum Game Called Advertising
Advertising campaigns are intended to build brands, but they don’t work in a vacuum. Consumers are bombarded with messages from a variety of brands, most of which are intended to build the advertised brand and to win market share. In fact, advertising typically works as a constant-sum game; one brand’s rise is another’s fall. Given this dynamic, it’s surprising that most advertisers and advertising researchers don’t pay closer...
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Mobile-reliant Hispanic market could be a key for Apple Competitors [INSIGHT]
Communicus has revealed Hispanic-specific findings from their research into how parents and children engage with and purchase mobile devices. Key findings from Communicus’ research include: · Hispanic children are 70% more likely than general market children to own a tablet. Hispanic pre-kindergarten aged youth are 45% more likely to ask their parents for a tablet. · Half of Hispanic parents are considering purchasing Samsung, Google,...
Next Gen Market Research Disruptive Innovator Award Finalist
Communicus is pleased to announce that our firm and three senior researchers, Trevor Kvaran, Kacy Doster, and Jen Musil, were selected as finalists for the Next Gen Market Research Disruptive Innovator Award. The award recognizes companies and individuals that have demonstrated outstanding leadership as change agents and made significant contributions to harnessing disruptive innovation to drive research industry progress. Numerous...
Samsung vs. Apple: Insights for Achieving Brand Affinity
As the holidays approach, marketers across all product categories are preparing for what they hope will be a lucrative shopping season. For those in electronic device marketing, kids begging their parents for new gadgets will be a big help: Recent research shows that 75% of children are asking for mobile phones, and current ownership is no deterrent—more than three-fourths of kids already own a cell phone and are requesting a new...
Will The Hispanic Market Help Samsung Beat Apple?
Samsung’s marketing budget is legendary. In their struggle to topple Apple, the devices brand has a reported $14 billion marketing budget, which would make it bigger than those of Apple, Coca-Cola, HP, Dell, and Microsoft combined — and more than Iceland’s GDP. Yet they still trail the seemingly untouchable brand Steve Jobs built. But it turns out there is one group of consumers with whom Samsung and other Apple competitors have an...