Mapping the chain of influence on consumer choice
With billions of dollars being spent annually on advertising by major U.S. advertisers, there is no question that advertising plays a vital role in building brands and influencing consumer choice. While this principle is widely accepted, nearly every advertiser is charged with quantifying the specific return on investment that advertising and integrated marketing communications generates for brands in-market. Further, marketers are...
The Risks and Rewards of Competitive Advertising
When one brand dominates a category, it’s not uncommon for the “wannabes” to take direct shots at the leader. In the mobile device wars, Samsung launched its “The Next Big Thing” ad, which negatively portrays Apple’s products in comparison to Samsung’s. But Samsung isn’t the only one attacking Apple. Microsoft has also jumped on the Apple-bashing bandwagon by featuring ads that pit Cortana, Microsoft’s audio-enabled smartphone...
Few Automotive Brands Win With Their Super Bowl Ad Buy
The most noteworthy trend in Super Bowl advertising is the sharp decline in automobile brands that have bought airtime for the 2015 game. Historically, the automotive category has been the most represented, with 11 brands present in 2014. Only four automotive brands have signed on so far this year, and five recent advertisers have RSVP’d “no.” It’s likely that much of the reason for the decline is that less than one in five auto...
Don’t Expect Any General Motors Ads During Super Bowl XLIX
General Motors has decided not to advertise during Super Bowl XLIX. In 2014, GM aired two 30-second ads during the most popular television event of the year supporting its Chevrolet brand. This year however don’t expect a single commercial from the Motor City automaker. The company also resisted showing any ads during the game in 2013 when then-global chief marketing officer of GM, Joel Ewanick, said that the company...
For Super Bowl Advertisers, Loud Bark Doesn’t Equal Big Bite
Small dogs can bark, and that certainly holds true for Super Bowl advertisers. But Communicus, a Tucson, Ariz.-based ad consultancy, says that big or small, the volume isn’t the point when it comes to successful Super Bowl ads. The company says that 80% of ads fail to produce meaningful impact among consumers, though small and “underdog” brands often beat those odds. Especially those brands offering something really new. The firm...
SaatchiNY & LA Score in Top 10 Super Bowl Effectiveness
Leading up to Super Bowl XLIX on Feb. 1, an Ad Age story details how nearly 50 ads fared in terms of consumer effectiveness during last year’s game, with Saatchi & Saatchi claiming two top ten spots for its Toyota Highlander “Joyride” (SaatchiLA) and Cheerios “Gracie” (SaatchiNY) Super Bowl ads. Conducted by Tucson, Arizona-based research firm Communicus, which provides advertisers and agency partners with insights about consumer...