Advertising Age: Study: 80% of Super Bowl Ads Don’t Help Sales
The Super Bowl is a month away and team Communicus is gearing up for our annual Super Bowl advertising study. Through years of research, we have continued to be surprised at the inefficiency of Super Bowl commercials. As the cost for a TV spot continues to rise, brand advertisers need to be smart about making sure their commercials pay off. Four out of five Super Bowl ads do not translate into sales. Communicus’ unique and...
Media Post: Most Super Bowl Ads Fail, But Yours Doesn’t Have To
Only 20% of 2013 Super Bowl advertisements had an impact on customer purchasing or future brand purchasing. With the Super Bowl just weeks away, brand advertisers want to make sure their advertising campaigns make the most of the media investment. After conducting a Super Bowl study for the past two years, Communicus shares the four crucial points that brands need to nail in order to successfully capitalize on their Super Bowl media...
Media Post: JC Penney’s Turnaround: Focus On Hispanics, Social Media
MediaPost’s Marketing Daily recently published ‘JCPenney’s Turnaround: Focus on Hispanics, Social Media’ by Communicus President Jeri Smith. Communicus’ analysis from the first phase in our self-funded study revealed many interesting facts including the observation that Hispanics — particularly those who are less acculturated — are more than two times more likely to engage with retail brands across social...
Advertising Age: Top Research Explores Social Media Effectiveness, Creativity
Communicus, Inc. CEO, Jeri Smith and Esther Thorson, associate dean at the University of Missouri – Columbia School of Journalism and director of research at the Donald W. Reynolds Journalism Institute, were the recipients of a top prize research-paper competition for the American Academy of Advertising. The two wrote “How Advertising Performs in a Social Media World,” demonstrating how social media and traditional...