Distracted TV Viewing: A Growing Threat?
Recent research suggests that nearly 50% of primetime TV viewers are engaging with a second screen during their TV viewing…
Superstars and Cars: Infiniti’s Celebrity Solution?
With nowhere to go but up in the luxury automobile market, Infiniti is embarking upon an agency review. Brand building is an exciting endeavor for agencies and creative teams are chomping at the bit for this opportunity. There are many strategies that Infiniti and its agency of choice can employ in this quest to establish a unique brand position in the consumer’s mind.
Are You Sacrificing Your Brand’s Identity To Be Cool?
Mondelez International, one of the world’s largest snack food companies, has just announced that they are moving away from the ad agency of record approach to one in which small teams within any number of ad agencies develop creative approaches for their brands, including Oreos, Trident and Cadbury. The plan is to implement new ideas in small markets, and then roll out the concepts that produce short term sales…
TV Commercials: Why Creative is King
Most advertisers and ad researchers behave as if there’s more power in how much you spend and where you spend it than in the creative that you get in front of those eyeballs.
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.
Advertising Age: Study: 80% of Super Bowl Ads Don’t Help Sales
The Super Bowl is a month away and team Communicus is gearing up for our annual Super Bowl advertising study. Through years of research, we have continued to be surprised at the inefficiency of Super Bowl commercials. As the cost for a TV spot continues to rise, brand advertisers need to be smart about making sure their commercials pay off. Four out of five Super Bowl ads do not translate into sales. Communicus’ unique and...