College Football Playoffs – Who cares how teams succeed; how can brands succeed is the bigger question
ESPN announced a line-up of 15 brand sponsors for the first-ever college football playoff series. Official sponsors range from food and beverage brands such as…
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...
Why ‘Popularity’ Doesn’t Equal Success in the Ad World
On the behavioral side, some of the most well liked campaigns and executions are actually less successful in changing behaviors than those that have more average liking.
Optimizing Your TV Investment With More Executions
How far will your advertising dollars go? Advertisers are trying to make the most of their budgets by minimizing the investment in ‘non-working’ dollars – readjusting investments to produce just one TV spot in place of a pool of executions. The popular idea that more media exposures translates to better returns isn’t necessarily the case. In fact, reworking your ad budget to produce multiple spots can pay off in greater campaign...
Bicultural Hispanics: The Middle Child
The advertising community has begun to take acculturation levels into account when advertising to Hispanics, but there’s an aspect of Hispanic consumers that most advertisers fail to consider. In many cases the individual consumer doesn’t have even one static acculturation level — in other words, that we as individuals think and behave in different ways (that reflect high or low acculturation). As a bicultural Hispanic, I’m keenly...
A Top-Shelf Partnership: Retailers & CPGs Go Down The Advertising Aisle
At Advertising Week in New York, recently, Communicus attended Match Marketing Group founder Michael Dill’s session in which he explored retailers’ engagement with today’s connected consumer…