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…
Great Expectations: The Backstory of the Tagline
Jeri Smith talks to AMA about how taglines can work, and we all can name great taglines that have helped brands distinguish themselves: “Just do it.” “Like a good neighbor.” “What’s in your wallet?” The fact that these taglines are so compelling makes every advertiser want one of their own, and many marketers invest vast resources in creating taglines for their brands. Read AMA’s: Great Expectations: The Backstory of the...
Distracted TV Viewing: A Growing Threat?
Recent research suggests that nearly 50% of primetime TV viewers are engaging with a second screen during their TV viewing…
Entertaining Ads Often Fail to Pay Their Way
Brand advertisers need to stand up to their agency partners and demand that the brand be inextricably woven into the story of the commercial.