Emotional Dynamics in Advertising, 2020 Style
Emotions are raw in 2020. So much has changed in our everyday lives, and there are so many unknowns. Successful advertisers have always found ways to tap into viewer emotions to engage and persuade, and the power of emotion-driven approaches is clearly present in this moment. However, the ways that ads tap into emotions, the specific emotions they tap into, and the results produced cannot be assumed to be the same as they were...
What Hasn’t Changed in 2020
So much has changed. What we care about, what we worry about, the patterns of our lives. Among members of the Advertising and Insights communities, a big question on many minds is the ways that all these changes have affected how advertising works. Based on Communicus’ research, the surprising answer is that there’s more that hasn’t changed than has. First off, people are still paying attention to some ads, and not to others. Across...
Old, Familiar and Effective!
It’s been interesting to see an emerging trend in which a number of major advertisers have started re-using old TV commercials. For some time now, the conventional wisdom has said that the only way to attract the attention of today’s consumer is with the fresh, new and different. So what’s going on here?
The Business Case for Gender Equality in Advertising
Women make or influence 85% of consumer purchases (source: Bloomberg), yet 40% of women do not identify at all with the women they see in advertising (source: ANA/The Female Quotient). Over half (55%) of adults believe women are portrayed negatively in the media (source: TiVo Research), and 90% of parents say they are concerned that there are no role models for girls (source: ABX).
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...
How Advertisers Can Regain Lost Brand Differentiation
Everything marketers need to know to stem losses that can kill a brand.