Emotion in Advertising – You Get What You Measure For
‘If you can’t measure it, you can’t improve it’ (widely attributed to Peter Drucker) and its corollary ‘What gets measured gets done’ are playing out in today’s advertising environment. As we look back over the past decade, much has changed about advertising – both the media environment and the increasing level of consumer choice in whether they watch the ads at all. Much has also changed in advertising research – notably, shifting...
Not Again! Same ad, over and over…?
In a recent Xandr study, 75% of the 2,004 consumers surveyed said they think advertising has become more frequent lately – and a nearly equal number (73%) said that seeing an ad too many times makes them dislike it. It’s been well-documented, by Communicus and others, that when a consumer sees 2 or 3 different ads within a campaign, in-market results on key performance indicators are significantly stronger than when that consumer sees...
The Story of the Lost Brand
Is brand linkage in advertising an outmoded concept? There’s a current body of thought that thinks so. According to this theory, brand linkage is one of those old-fashioned ‘System 2’, rational metrics that has no place in ad evaluation; advertising should resonate emotionally in System 1, and if successful, the brand will reap enormous benefits.
How Advertisers Can Benefit From Bringing Holiday Cheer
It’s beginning to look a lot like Christmas…and, for many, it’s a welcome relief from the negative political advertising and constant doom and gloom on the news. More channels are placing greater focus on holiday content and brands are also releasing their holiday-themed ads. Some global brands have created such a buzz around their holiday ads that they often show up on social feeds across the world. What is John Lewis going to...
Is Advertising Research Focusing on the Wrong Side of the Equation?
For advertising to succeed, the creative content matters. Of course it does; few would argue that good ads are not more effective than mediocre, or bad, ads. But looking at all the emphasis on media placements in in-market advertising research, you’d think media placement issues are all that count.
Do You Know the Defensive Impact of Your Advertising?
Shifting consumer behaviors, a changing media landscape, and widespread category disruption have placed many brands on the chopping block. The good news: Advertising is saving endangered brands – whether they know it or not. The bad news: In most cases, they don’t. If you don’t realize your ads are helping stem even more devastating losses, a host of mistakes will be made. Whether it’s ditching a campaign you...