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Millennials and the New Marketing
Oct01

Millennials and the New Marketing

Consumers have long been vocal about their aversion toward ads; ads interrupt programs, push products that are potentially not of interest and are, in general, a nuisance. However, consumers do appreciate some aspects of advertising—ads are sometimes entertaining and occasionally provide information about products and services relevant to future purchase decisions. Recently, advancements in media and technology have provided advertisers with a multitude of new ways to target and connect with potential customers. One of the most significant changes involves increasingly precise methods for targeting ads to the appropriate consumer. Via “programmatic” buying, advertisers who once developed a single commercial intended to appeal to everyone can now run multiple ads, each addressing a specific type of consumer—as defined by demographics, lifestyle or past purchase behavior. Click HERE for...

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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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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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An ad or a show? Some say YouTube Kids blurs the line
Apr22

An ad or a show? Some say YouTube Kids blurs the line

Pop quiz: Which of these are commercials? A video describing what McDonald’s Chicken McNuggets are made of. A video showing LEGO toys being opened and assembled. A video in which characters from the Disney movie “Frozen” drink Sprite. All appear on YouTube Kids, a new free app — described as “kid-friendly content” for “curious little minds” — that mixes ad-like videos with traditional shows. On Monday, a Boston consumer group told federal regulators it’s hard to tell the ads from the programming, so YouTube Kids should be subject to federal rules on deceptive advertising. Click HERE for...

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Millennials and Brands
Apr15

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 budgets were tight don’t seem inclined to go back. What’s a brand marketer to think and, more importantly, what are they to do? Click HERE for...

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