Super Bowl Ads Mostly Failed in 2014, Especially Ones for Cars
New or unfamiliar products did relatively well in 2014 Super Bowl advertising, while established products and particularly automotive brands fared poorly, according to research firm Communicus. That may help explain why this year’s Super Bowl is more loaded with unfamiliar players, and why automotive brands are mostly sitting on the sidelines, according to Jeri Smith, CEO of the firm that rates effectiveness of Super Bowl and...
Survey explores how the “pester power” of children drives retail sales
Advertising consultancy Communicus says it has found that “child pestering” is one of the top predictors of a parent’s purchase intentions to buy a wireless device for their children. Its study, “The Mobile Device Path to Purchase: Parents & Children” found that for Apple, “child pestering” is the top predictor, being twice as important as social media, while for Samsung, it was the second predictor (first...
Pester power factor in mobile purchases
In its study, The Mobile Device Path to Purchase: Parents & Children it found that for Apple, “child pestering” is the top predictor, being twice as important as social media, while for Samsung, it was the second predictor (first was positive word-of-mouth, by about 15%) in driving parental purchase intent. Jeri Smith, president and CEO, Communicus, said. “We found that ‘pester power’ can even outweigh a parent’s beliefs that a...
College Football Playoffs – Who cares how teams succeed; how can brands succeed is the bigger question
ESPN announced a line-up of 15 brand sponsors for the first-ever college football playoff series. Official sponsors range from food and beverage brands such as…
Sprint Misses the Mark in Addressing the Hispanic Audience
Shifting its advertising strategy, Sprint has moved from the ‘Framily’ campaign, to a new value family plan message for both Hispanic and General Market TV audiences. As reported in Ad Age, the company is positioning its Bolivian CEO Marcelo Claure as the “celebrity” of its Hispanic targeted TV spot, which made its debut during the Latin Grammys in late November. The spot features simulated news reels sharing Claure’s immigrant story...