How to Redefine Customer Loyalty With Churn Analysis
To brand marketers, fostering brand loyalty is a major objective. It’s a commonly held belief that the loyal customer is a brand’s greatest asset—worth far more than the brand switcher, both in terms of the premium prices that they will pay and the marketer’s ability to maintain a stable sales base. However, often marketers assume that an unchanging share of market implies stability in consumers’ brand purchasing habits....
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...
Communicus Weighs in on Super Bowl Ad Effectiveness on BrandChannel
A lot has been made of NBC’s late closing of inventory for Super Bowl ad spots. But really, you can just blame it all on automakers: At least a half-dozen car brands that have been reliable Big Game advertisers during the last few years have decided, this year at least, to bow out. Audi is the latest to join the Big Game holdouts. Confirming what both auto and branding observers suspected for a while, the company said today that...
Are Parents Too Busy to Notice Your Ads? Or Actively Solution-Seeking?
Parents are time-constrained, cash-strapped and trying-to-do-it-all, and are one of the most highly sought after group by a variety of brands. Brands ranging from diapers to food products to cars to financial institutions, target parents with family-filled advertising images and benefit propositions aimed at making their life just a little easier…