Seven Tenets for Understanding Brands From the Consumer Perspective
Because brands are so overwhelmingly important to the success of a business, enormous amounts of research are devoted to understanding how brands function within the mind of the consumer and, ultimately, influence purchasing decisions. For many businesses, brands are among their most valuable assets. Brands provide consumers with reasons to choose theirs and to pay more for some brands than others. Further, they offer consumers...
Super Bowl Advertising Success
In this piece, Jeri Smith, Chief Executive Officer at Communicus, Inc., discusses strategies for 2016 Super Bowl advertising success. All the hype aside: How do Super Bowl ads fare in persuading viewers to consider buying the advertised brand? Based on research that analyzed the impact of over 150 Super Bowl commercials between 2011 and 2015, here are the five strategies that are most likely to lead to success for 2016 Super Bowl...
Bicultural Hispanics: Who Are They and Why Should Marketers Be Paying Attention?
Hispanics are a rapidly growing segment of the US consumer base, with buying power expected to surpass $1.6 billion by 2019, based on forecasts from the Selig Center for Economic Growth. Within the US Hispanic population sits a subset of bicultural Hispanics—first- or second-generation citizens who grew up in the US. Aleena Astorga Roeschley spoke with eMarketer’s Alison McCarthy about who these bicultural Hispanics are and what...
Understanding How Word-of-Mouth Marketing Builds Brands
As consumers increasingly opt out of traditional advertising, the role of word of mouth in building brands continues to expand. In the last-century, classic version of word of mouth conjured up images of housewives trading stain-removal tips over the back fence. Today, many marketers think of word of mouth as something that is largely online, and can be created via the development of share-worthy videos or by convincing influencers to...
Hispanics’ View of Corporate Social Responsibility
In this exclusive piece, Aleena Astorga Roeschley, senior project manager and multicultural expert at Communicus, Inc., discusses Latinos’ perspectives on corporate philanthropy. Many brand marketers have developed corporate responsibility programs where they team up with consumers to help those in need–General Mills’ Box Tops for Education, for example, is one of the longest running and most visible initiatives. But while Hispanic...
Connecting consumer preconceptions and advertising engagement
Why is it that some individuals choose to engage with a particular ad while others ignore it all together? That’s the million-dollar question. Creators of advertisements strive to ensure that their ads secure the attention of the widest possible swath of consumers within their target audience. With that said, not all consumers are created equal when it comes to the likelihood of engaging with a specific ad for which they have exposure...