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The Risks and Rewards of Competitive Advertising
Mar05

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 interface, against Apple’s Siri. Click HERE for...

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Survey explores how the “pester power” of children drives retail sales
Dec19

Survey explores how the “pester power” of children drives retail sales

Advertising consultancy Communicus says it has found that “child pestering” is one of the top predictors of a parent’s purchase intentions to buy a wireless device for their children. Its study, “The Mobile Device Path to Purchase: Parents & Children” 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 percent) in driving parental purchase intent. Click HERE for...

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Sprint Misses the Mark in Addressing the Hispanic Audience
Dec01

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 and how, through hard work, sweat, and tears, he worked his way to the top as Sprint’s CEO. The spot then moves to Claure speaking directly to the consumer about his family’s mobile usage. According to Sprint’s Hispanic marketing manager, Kymber Umaña, the company is hoping the spot will resonate with the Hispanic community and create a personal connection. After watching the ad, I couldn’t help but question the effectiveness. Will this new execution accomplish Sprint’s goal and establish a connection with the Hispanic consumer? It is inspiring to see someone with similar heritage rise to the top in the corporate world, but is being Hispanic enough for the CEO to create and foster brand affinity with consumers? Perhaps it will, but I have my reservations. First and foremost, with a focus on Claure’s success story and his personal story on how he’s simplifying the convoluted world of cell phone providers, the ad feels more like the Sprint CEO is running for office, instead of trying to personally connect with the consumers. The script, featuring phrases like “family man” and “our family likes to stay connected using mobile phones,” sounds like Claure is reading an article on the mobile device behaviours of Hispanics. That said, it still fails to provide genuine evidence supporting any of these assertions. To compound the difficulty in persuading this target, the majority of Hispanics aren’t just watching Univisión and Telemundo; we spend much of our television viewing time on networks like ABC and NBC. As such, Hispanics are also engaging with the General Market commercial replacing “Framily:” the screaming goat, which pokes fun at other mobile companies. An accomplished Hispanic CEO, a screaming goat – where’s the connection? Even the tone and message of each campaign vary. If Sprint is trying to effectively advertise to Hispanics, then they need to have a consistent and clear message across all of their advertising, both English and Spanish. The concept of utilizing a company’s Hispanic CEO to relate to Hispanic consumers could be very effective, but most companies don’t have an inspirational Hispanic C-suite resident and need another option. Portraying ordinary Hispanics who are actual users and fans of the brand could resonate even more with Hispanic...

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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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Samsung vs. Apple: Insights for Achieving Brand Affinity
Nov05

Samsung vs. Apple: Insights for Achieving Brand Affinity

As the holidays approach, marketers across all product categories are preparing for what they hope will be a lucrative shopping season. For those in electronic device marketing, kids begging their parents for new gadgets will be a big help: Recent research shows that 75% of children are asking for mobile phones, and current ownership is no deterrent—more than three-fourths of kids already own a cell phone and are requesting a new one.​ What brand do they want? Few will be shocked that more than half of all kids surveyed want an Apple iPhone, but for their second choice, they don’t have a brand preference. Click HERE for...

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