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Super Bowl 50 Advertising Sells-Out at Record Nearly $5 Million for :30; What Can Advertisers Expect in Return?
Jan22

Super Bowl 50 Advertising Sells-Out at Record Nearly $5 Million for :30; What Can Advertisers Expect in Return?

Communicus has evaluated the effectiveness of over 150 Super Bowl commercials between 2011 and 2015. Advertisers who have invested the $5 million or more[…]

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Myths And Realities: Advertising That Engages And Persuades Hispanic Targets
Sep28

Myths And Realities: Advertising That Engages And Persuades Hispanic Targets

There is a variety of strategies on how to best advertise to Hispanic targets. While some tactics can be effective, many are built on myths that no longer particularly work. It’s easy to stereotype an audience, and then address them as such. But the 55 million individual Hispanic consumers in the U.S. are definitely not monolithic, nor should they be stereotyped. When advertising is created based on commonly held beliefs about what works, it often results in creative that fails to break through and persuade. Many Hispanic campaigns are built based on the following. Click HERE for...

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State Farm Makes Plans to Sell Car Insurance Customer Data
Jul15

State Farm Makes Plans to Sell Car Insurance Customer Data

State Farm has developed plans to sell customer data, allowing advertisers to create highly targeted pitches based on where, when and how people drive. In a patent application filed with the U.S. Patent and Trademark Office, State Farm proposes gathering information about drivers’ routes and stops from vehicles’ sensors, navigation systems, cameras or other devices. State Farm would send data on driver’s habits to “another unit or entity,” such as an advertising agency or vendor, and the agency would use this data to send the driver targeted radio or email ads. As the application explains, drivers might receive an ad for “Restaurant A” if they regularly visit similar restaurants. Click HERE for...

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What’s Influencing Latinas in the Beauty Aisle
Jul07

What’s Influencing Latinas in the Beauty Aisle

You’re not going to the grocery store without your makeup on, are you?” “Your father is going to be home in an hour—and I haven’t even done my hair or makeup!” These phrases may seem out of place or too traditional for much of today’s culture, but they still resonate and stand true for one of the most rapidly growing demographics in the United States, the Hispanic woman. A recent Nielsen report (www.nielsen.com) notes that “Hispanic women over-index … versus total households in terms of cosmetics consumption.” The report adds, “Hispanics are more likely to spend on hair care products than the general market, and they account for 16% of the total U.S. sales to this category. They also drive 14% of overall fragrances sales and 13% of cosmetics sales, the top two beauty care categories for Hispanic shopper spending.” Today, the beauty and cosmetic industry has considerable opportunity to better serve one of the most engaged and invested consumer segments. Click HERE for...

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Why the #1 Problem with Advertising is the Easiest to Fix
May07

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. But if we step back from all of the trends and all of the intricacies of marketing, what it really comes down to is creative. This is what determines the effectiveness of a marketing campaign (yes, it’s even more important than the amount of money you have to spend). And the number one place where creative falls short is the simplest, but often forgotten task – assuring that those who see an advertisement link it back to the correct brand. That’s right – Brand Linkage is the #1 problem with advertising, and it’s the easiest to fix. Take television for example – 56% of those with proven awareness of a given TV commercial do not know what brand was being advertised. That’s over half of the earned audience members who are essentially wasted. The problem is even worse for media like promotions (67% of those aware don’t know the brand) and radio (78% of those aware don’t know the brand). And unfortunately, based on our research, there’s no subliminal advertising effects. Those who see your ad but don’t link it back to your brand demonstrate the same changes over time (in brand favorability) as those who do not see your ad at all. So how do you fix it? We provide some fundamental solutions in this article, this article and this white paper. Sometimes, it’s as simple as making Brand Linkage a priority in creative development and pre-testing. One of our clients was able to improve Brand Linkage for their portfolio of brands by over 200% over a 9 year period of working with Communicus, just by changing the way that the organization thinks about creative. Just think of all of the marketing dollars you could not be...

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