How to Measure the Defensive Impact of Your Advertising
Is your brand tracking data and insights on how your campaigns are helping to stem losses and fight off the competition?
Super Bowl Advertising: Winners, Losers and Lecturers
In Communicus CEO Jeri Smith’s latest piece for the Observer, she cuts through the Super Bowl advertising hype and explains which ads actually worked. That means a focus on brand-building rather than entertainment for the sake of it. An excerpt: After every Super Bowl, pundits weigh in on which ads were the best and worst. But those lists all focus on what was entertaining, rather than which ads are likely to boost sales. In...
How Brands Can Survive the Private Label Threat
There are several trends that have contributed to this dynamic. First, the perceived quality of private label brands has improved, at least in the mind of the consumer. Many shoppers have decided that these money-saving brands still deliver a perfectly adequate product…
Understanding and Addressing Churn in Your Customer Base
The loyal customer is the Holy Grail for brands. This loyal base is relentlessly pursued, tracked, and analyzed. However, many brands often miss an important underlying dynamic that can provide significant insights…
How Does Competitive Advertising Affect Your Brand?
Every advertiser worries about competitive advertising – you take note when your competitors introduce new ads, and you wonder how well their advertising is working. You might even conduct research to assess consumer reactions to their ads.
Is Competitive Advertising Always a Zero-Sum Game?
Advertising Age: Competition From Everywhere Has Hasbro, Mattel In Toyland Showdown Mattel and Hasbro have a lot at stake this holiday season. The toy retailers expect to make 40% of their annual revenue in the next four weeks. The two have their plastic dukes out and are ready to fight. When it comes to competition, especially in an industry with limited players, it is only natural for brands to carefully watch what the other one is...