Super Bowl marketing shift: Brands don’t have to play (on TV) to win
A number of large companies have decided to sit out advertising during this year’s Super Bowl, giving smaller brands and marketers with 360-degree campaigns a chance to shine during the big game on Sunday. M&M’s, H&M, Dannon, and a number of major automakers, such as Volkswagen, General Motors, Ford, and Lincoln are among those that have decided not to run ads at the NFL’s marquee event on Sunday. Yet even with the exorbitant...
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…
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...
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...
Why ‘Popularity’ Doesn’t Equal Success in the Ad World
On the behavioral side, some of the most well liked campaigns and executions are actually less successful in changing behaviors than those that have more average liking.