Turning the Advertising Spigot to ‘Off’ – What Would Really Happen to Your Brand?
Conventional wisdom says you’d better not stop advertising – if you go dark for any significant period of time, your brand is sure to suffer. But is this really the case? Could your brand actually coast along just fine without advertising for up to a year or more? We quantify what happens when consumers don’t see a brand’s advertising. And mostly, brands do suffer without advertising, and the effects start to occur within a relatively...
Kids Have Opinions About Smartphones; Tablets, Too
Although they’re not generally the target consumer for high-end electronics, kids are using smartphones and tablets in increasing numbers and are showing a clear preference among brands. According to advertising consultancy Communicus, one-third of American pre-kindergarten-age children have a tablet specifically used by them, while two-thirds of kids regularly use tablets. Among those that don’t have tablets, 50% ask their parents to...
Fragile, Homogenous Brands: A Looming Crisis
Today’s competitive marketplace positions brands in a vulnerable situation of decreased differentiation from generics. Jeri Smith writes for AMA’s Marketing Insights exploring three common themes that can damage your brand’s value and lead to further erosion in brand differentiation if they aren’t addressed. Read AMA Marketing Insights HERE.
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.
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...