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Super Bowl marketing shift: Brands don’t have to play (on TV) to win
Jan30

Super Bowl marketing shift: Brands don’t have to play (on TV) to win

A number of large companies have decided to sit out advertising during this year’s Super Bowl, giving smaller brands and marketers with 360-degree campaigns a chance to shine during the big game on Sunday. M&M’s, H&M, Dannon, and a number of major automakers, such as Volkswagen, General Motors, Ford, and Lincoln are among those that have decided not to run ads at the NFL’s marquee event on Sunday. Yet even with the exorbitant price to run an ad, viewers don’t have to worry about a Super Bowl commercial drought, since many brands are joining the marketing madness for the first time or returning to the game after years away. “In the last few years, we’ve seen that some of the lesser-known brands have had the most impact because they’re not known yet, so you have this huge platform to get your name out there,” explains Jeri Smith, CEO of advertising research firm Communicus. Click HERE for...

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Few Automotive Brands Win With Their Super Bowl Ad Buy
Jan15

Few Automotive Brands Win With Their Super Bowl Ad Buy

The most noteworthy trend in Super Bowl advertising is the sharp decline in automobile brands that have bought airtime for the 2015 game. Historically, the automotive category has been the most represented, with 11 brands present in 2014. Only four automotive brands have signed on so far this year, and five recent advertisers have RSVP’d “no.” It’s likely that much of the reason for the decline is that less than one in five auto advertisers succeed in building purchase interest as a result of their Super Bowl appearance. As marketing decisions are driven more than ever by the numbers – and new marketing analysis tools are providing more reliable data – the allure of participating in such a high profile event is fading fast for advertisers that don’t see a solid ROI from the buy. Click HERE for...

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We are optimistic but our industry needs to keep evolving
Jan08

We are optimistic but our industry needs to keep evolving

As we close the book on 2014 and look ahead to 2015, what topics are top-of-mind for marketing researchers? In mid-November, we put out the call to researchers from around the globe, on the qual side and the quant side, to get their answers to the following questions. Quirk’s: What’s your general feeling about the state of the marketing research and insights discipline for the coming year? Hopeful? Pessimistic? What makes you feel that way? Click HERE for...

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Pester power factor in mobile purchases
Dec18

Pester power factor in mobile purchases

In its study, The Mobile Device Path to Purchase: Parents & Children it found that for Apple, “child pestering” is the top predictor, being twice as important as social media, while for Samsung, it was the second predictor (first was positive word-of-mouth, by about 15%) in driving parental purchase intent. Jeri Smith, president and CEO, Communicus, said. “We found that ‘pester power’ can even outweigh a parent’s beliefs that a device is easy to use or has the best features and functionality.” Click HERE for...

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Mobile-reliant Hispanic market could be a key for Apple Competitors [INSIGHT]
Nov13

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, or other non-Apple iPad tablets for themselves. Hispanic parents are five times more likely to own an Amazon Fire Phone compared to general market parents, and more than twice as likely to own a Microsoft tablet. Click HERE for...

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