Copy Testing Without Accountability
Most advertisers would love to know in advance whether the new ads in which they invest so much were going to actually work in-market. So they copy test, often testing several different concepts, selecting a winner, and then fine-tuning on the basis of the diagnostic feedback they gain.
Connecting consumer preconceptions and advertising engagement
Why is it that some individuals choose to engage with a particular ad while others ignore it all together? That’s the million-dollar question. Creators of advertisements strive to ensure that their ads secure the attention of the widest possible swath of consumers within their target audience. With that said, not all consumers are created equal when it comes to the likelihood of engaging with a specific ad for which they have exposure...
Millennials and the New Marketing
Consumers have long been vocal about their aversion toward ads; ads interrupt programs, push products that are potentially not of interest and are, in general, a nuisance. However, consumers do appreciate some aspects of advertising—ads are sometimes entertaining and occasionally provide information about products and services relevant to future purchase decisions. Recently, advancements in media and technology have provided...
Screen Time
Ever since the DVR was introduced in 1999, pundits have been telling us that the days of brands being able to advertise via the traditional TV commercial were soon to be gone. Since then, there have been a number of additional marketplace dynamics that have helped to reinforce this doom-and-gloom scenario. Interestingly, the traditional TV commercial is still around today, with U.S. marketers spending nearly $80 billion per year on TV...
Delicate dance: Targeting biculturals
Advertisers often alienate first- and second-generation Hispanics When we say the word Hispanics, we’re lumping a large, diverse range of people into one very narrow group. Though Hispanics do share a common ethnicity, their experiences and history are quite different, and understanding that is a key part of putting together an effective media plan to reach them. One growing subgroup of Hispanics in the U.S. is bicultural Hispanics,...