Creative Wear-out: Why all good things must come to an end
So now you can go retire, right? Unfortunately, even the best commercials have a lifecycle that we, as marketers and researchers, need to carefully monitor. Knowing when a commercial is delivering strong returns, when it has plateaued, and when it has worn out is key to maintaining a strong campaign in-market.
Advertising That Builds Brands
The first step for advertisers should always be getting in front of the target, but the ultimate objective must be to produce changes in attitudes and behaviors. While advertising needs to stand out and engage the viewer, it should be persuading them as well Do you want viewers to walk away thinking, “Wow, great ad!” or to walk away thinking, “Wow, I really want one of those!”?
Amazon’s Ads: What’s In It for Brands?
Amazon is on target to sell close to $1 billion worth of advertising this year. Using data from 237 million active customers, Amazon is quickly generating more ad revenue than other online advertising platforms. What is setting the online retail giant apart from competitive platforms like Google, Pandora, and Twitter? The power of purchase.
Celebrities in Advertising: Make or Break?
Celebrities appeared in about 40% of 2014’s Super Bowl commercials. This percentage has remained consistent over the past couple of years. But this year, more advertisers opted to use multiple celebrities. The more the merrier, right? That might apply to some advertising tactics – but not necessarily for celebrity appearances.
Dick’s Sporting Goods and Cause Marketing: Will It Work?
Dick’s Sporting Goods announced at the SXSW Interactive festival that the brand is making a significant investment in an initiative called Sports Matter to generate awareness and crowdsource funds for youth athletics programs. The campaign has been in the works for more than a year and will incorporate commercials, social media, and a film that will be shown on ESPN2. But will this project help their brand?