Save a Little – Lose a Lot: The Potential Pitfalls of Translated Ad Copy
As more brand managers come to the realization that the Hispanic consumer plays an important role in the current and future health of their brands, the struggle to find enough money within the advertising budget to succeed across targets has intensified. Over the past decade or more, most of the larger brands have carved out sufficient ad budgets to engage Hispanics with dedicated creative, and the debate is around whether to create...
How to Redefine Customer Loyalty With Churn Analysis
To brand marketers, fostering brand loyalty is a major objective. It’s a commonly held belief that the loyal customer is a brand’s greatest asset—worth far more than the brand switcher, both in terms of the premium prices that they will pay and the marketer’s ability to maintain a stable sales base. However, often marketers assume that an unchanging share of market implies stability in consumers’ brand purchasing habits....
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...
Super Bowl marketing shift: Brands don’t have to play (on TV) to win
A number of large companies have decided to sit out advertising during this year’s Super Bowl, giving smaller brands and marketers with 360-degree campaigns a chance to shine during the big game on Sunday. M&M’s, H&M, Dannon, and a number of major automakers, such as Volkswagen, General Motors, Ford, and Lincoln are among those that have decided not to run ads at the NFL’s marquee event on Sunday. Yet even with the exorbitant...
Super Bowl advertisers may resort to ‘guerrilla’ means to get eyes
In the high-stakes battle between advertisers at this year’s Super Bowl, top corporate brands such as Budweiser, Doritos and Pepsi are once again spending record amounts for precious time during Sunday’s big game. But some researchers and advertising veterans say a more low-key guerrilla marketing campaign might be a better option for companies who want to piggyback on the Super Bowl’s shoulder pads without breaking their ad budgets...