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.
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Imagine this, your advertising campaign has pre-tested with off the charts likeability and engagement scores, but in the end very few viewers could identify that the executions were for your brand. Those who did not link your advertising to the brand might just as well have never had an exposure opportunity or engagement. The frustration of all those ad dollars, down the drain… A fundamental truth in effective advertising is you must link your brand to the campaign!
Optimizing Your Investment in Digital Advertising
While the digital advertising environment provides a wealth of opportunities for exposure, advertisers who hope to engage broad targets with their messages should not look to digital as a solution, at least not as a primary campaign medium…
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...