Why the #1 Problem with Advertising is the Easiest to Fix
There are an infinite amount of variables that an advertiser can control to maximize the success of a marketing program. It starts with how to position the brand, which media to use and how to allocate the investment. The puzzle is getting even more complex with the emergence of programmatic buying, second screen opportunities, native advertising, social media vehicles, and all of the other trendy tools out there today.
Millennials and Brands
Many marketers are concerned about the death of the traditional brand. As the millennial generation (those classified as adults ages 18-34) start to exercise their purchasing power, there is a strong sense of foreboding. The media is full of reports of how millennials don’t pay attention to or believe traditional advertising. Store brands proliferate and consumers who switched from name brands to save money when their household...
Mapping the chain of influence on consumer choice
With billions of dollars being spent annually on advertising by major U.S. advertisers, there is no question that advertising plays a vital role in building brands and influencing consumer choice. While this principle is widely accepted, nearly every advertiser is charged with quantifying the specific return on investment that advertising and integrated marketing communications generates for brands in-market. Further, marketers are...
The Risks and Rewards of Competitive Advertising
When one brand dominates a category, it’s not uncommon for the “wannabes” to take direct shots at the leader. In the mobile device wars, Samsung launched its “The Next Big Thing” ad, which negatively portrays Apple’s products in comparison to Samsung’s. But Samsung isn’t the only one attacking Apple. Microsoft has also jumped on the Apple-bashing bandwagon by featuring ads that pit Cortana, Microsoft’s audio-enabled smartphone...
Social Sharing of Super Bowl Ads Declines, But Does It Matter?
Study Finds Pre-Game Promotions More Effective in Generating Sales Now that releasing Super Bowl ads before the game has become commonplace, people seem to be getting tired of it all. Sharing of Super Bowl ads dropped dramatically last year, and releasing the ads pre-game has a fairly negligible impact on awareness or purchase intent, according to separate research studies. Click HERE for more.