Super Bowl Advertising Success
In this piece, Jeri Smith, Chief Executive Officer at Communicus, Inc., discusses strategies for 2016 Super Bowl advertising success. All the hype aside: How do Super Bowl ads fare in persuading viewers to consider buying the advertised brand? Based on research that analyzed the impact of over 150 Super Bowl commercials between 2011 and 2015, here are the five strategies that are most likely to lead to success for 2016 Super Bowl...
Bicultural Hispanics: Who Are They and Why Should Marketers Be Paying Attention?
Hispanics are a rapidly growing segment of the US consumer base, with buying power expected to surpass $1.6 billion by 2019, based on forecasts from the Selig Center for Economic Growth. Within the US Hispanic population sits a subset of bicultural Hispanics—first- or second-generation citizens who grew up in the US. Aleena Astorga Roeschley spoke with eMarketer’s Alison McCarthy about who these bicultural Hispanics are and what...
Understanding How Word-of-Mouth Marketing Builds Brands
As consumers increasingly opt out of traditional advertising, the role of word of mouth in building brands continues to expand. In the last-century, classic version of word of mouth conjured up images of housewives trading stain-removal tips over the back fence. Today, many marketers think of word of mouth as something that is largely online, and can be created via the development of share-worthy videos or by convincing influencers to...
Super Bowl Frenzy, Part 50
It’s only early November, and CBS says that they’re almost sold out of ad inventory for Super Bowl 50, which will be held nearly 3 months from now, on February 7 of next year. What is it about this event that drives so many advertisers to line up to pay the going price of $5 million per :30 of commercial time, plus all of the production and PR costs that go along with the buy? It can’t be the numbers. On the basis of the...
Why Switching Ad Campaigns May Not Be the Answer
In reading the advertising trade press, it’s striking how many advertisers are launching new campaigns at any given time. Not surprisingly, these often follow a change in ad agencies, which often follows a change in senior marketing management on the client side…