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...
How Your Brand Can Leverage Competitor Ads This Holiday Season
It’s the most wonderful time of the year. It’s just coming a bit earlier and lasting longer than expected. Welcome to the year of the “Christmas creep,” as described by Stuart Elliott’s October 15, 2014 column in The New York Times. Retailers have holiday displays up before Halloween. Brands are sharing holiday shopping wish lists earlier than ever before. Consumers are receiving e-mails, mailers, ads and a variety of “shop here now”...
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.
The Constant-Sum Game Called Advertising
Advertising campaigns are intended to build brands, but they don’t work in a vacuum. Consumers are bombarded with messages from a variety of brands, most of which are intended to build the advertised brand and to win market share. In fact, advertising typically works as a constant-sum game; one brand’s rise is another’s fall. Given this dynamic, it’s surprising that most advertisers and advertising researchers don’t pay closer...