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...
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...
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...
![Mobile-reliant Hispanic market could be a key for Apple Competitors [INSIGHT]](https://www.trendsinadvertising.com/wp-content/uploads/2014/11/Hispanic-Girl-Cell-Phone-240x240.jpg)
Mobile-reliant Hispanic market could be a key for Apple Competitors [INSIGHT]
Communicus has revealed Hispanic-specific findings from their research into how parents and children engage with and purchase mobile devices. Key findings from Communicus’ research include: · Hispanic children are 70% more likely than general market children to own a tablet. Hispanic pre-kindergarten aged youth are 45% more likely to ask their parents for a tablet. · Half of Hispanic parents are considering purchasing Samsung, Google,...
Samsung vs. Apple: Insights for Achieving Brand Affinity
As the holidays approach, marketers across all product categories are preparing for what they hope will be a lucrative shopping season. For those in electronic device marketing, kids begging their parents for new gadgets will be a big help: Recent research shows that 75% of children are asking for mobile phones, and current ownership is no deterrent—more than three-fourths of kids already own a cell phone and are requesting a new...