Super Bowl Ads Mostly Failed in 2014, Especially Ones for Cars
New or unfamiliar products did relatively well in 2014 Super Bowl advertising, while established products and particularly automotive brands fared poorly, according to research firm Communicus. That may help explain why this year’s Super Bowl is more loaded with unfamiliar players, and why automotive brands are mostly sitting on the sidelines, according to Jeri Smith, CEO of the firm that rates effectiveness of Super Bowl and...
Sprint Misses the Mark in Addressing the Hispanic Audience
Shifting its advertising strategy, Sprint has moved from the ‘Framily’ campaign, to a new value family plan message for both Hispanic and General Market TV audiences. As reported in Ad Age, the company is positioning its Bolivian CEO Marcelo Claure as the “celebrity” of its Hispanic targeted TV spot, which made its debut during the Latin Grammys in late November. The spot features simulated news reels sharing Claure’s immigrant story...
Why ‘Popularity’ Doesn’t Equal Success in the Ad World
On the behavioral side, some of the most well liked campaigns and executions are actually less successful in changing behaviors than those that have more average liking.
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...
A Top-Shelf Partnership: Retailers & CPGs Go Down The Advertising Aisle
At Advertising Week in New York, recently, Communicus attended Match Marketing Group founder Michael Dill’s session in which he explored retailers’ engagement with today’s connected consumer…