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...
Hispanic Advertising Goes Mainstream, English Takes the Subtitles
During the 2012 NBA Finals, Ford made a move in reaching Hispanic consumers that few brands had considered at the time – running a Spanish language ad for the Ford Escape on English language network ABC. Over the past two years, Tide, Target, Taco Bell, and JC Penney have all joined the party running Spanish language executions, or executions partially in Spanish, on English language media. The trend has picked up during the 2014...
World Cup Advertisers Look to Score with Global Market Campaigns
As the FIFA World Cup kicks off, advertisers are taking full advantage of this worldwide sporting event that unites fans around the world in excitement. Soccer is unifying in its passion, emotion and competitive spirit. Perhaps that is why the campaigns that have launched so far, for official sponsors and non-sponsors alike, all seem to have been developed from the same creative brief. In the US today, advertisers are moving towards...
More Than A Total-Market Approach
By: Diego Vasquez of Hispanic Market Weekly Hispanic consumers in the U.S. are generally more aware of advertising than the overall market, but that still doesn’t mean it’s a particularly easy group to target. On one hand Latinos pay plenty attention to non-Hispanic market ad campaigns, in addition to those catering to the Hispanic market. But they – like other consumers – also crave ads and campaigns that are relevant to their lives...
Fragile, Homogenous Brands: A Looming Crisis
Today’s competitive marketplace positions brands in a vulnerable situation of decreased differentiation from generics. Jeri Smith writes for AMA’s Marketing Insights exploring three common themes that can damage your brand’s value and lead to further erosion in brand differentiation if they aren’t addressed. Read AMA Marketing Insights HERE.