Millennials and the New Marketing
Consumers have long been vocal about their aversion toward ads; ads interrupt programs, push products that are potentially not of interest and are, in general, a nuisance. However, consumers do appreciate some aspects of advertising—ads are sometimes entertaining and occasionally provide information about products and services relevant to future purchase decisions. Recently, advancements in media and technology have provided...
Myths And Realities: Advertising That Engages And Persuades Hispanic Targets
There is a variety of strategies on how to best advertise to Hispanic targets. While some tactics can be effective, many are built on myths that no longer particularly work. It’s easy to stereotype an audience, and then address them as such. But the 55 million individual Hispanic consumers in the U.S. are definitely not monolithic, nor should they be stereotyped. When advertising is created based on commonly held beliefs about what...
Why the #1 Problem with Advertising is the Easiest to Fix
There are an infinite amount of variables that an advertiser can control to maximize the success of a marketing program. It starts with how to position the brand, which media to use and how to allocate the investment. The puzzle is getting even more complex with the emergence of programmatic buying, second screen opportunities, native advertising, social media vehicles, and all of the other trendy tools out there today.
An ad or a show? Some say YouTube Kids blurs the line
Pop quiz: Which of these are commercials? A video describing what McDonald’s Chicken McNuggets are made of. A video showing LEGO toys being opened and assembled. A video in which characters from the Disney movie “Frozen” drink Sprite. All appear on YouTube Kids, a new free app — described as “kid-friendly content” for “curious little minds” — that mixes ad-like videos with traditional shows. On Monday, a Boston consumer group told...
Millennials and Brands
Many marketers are concerned about the death of the traditional brand. As the millennial generation (those classified as adults ages 18-34) start to exercise their purchasing power, there is a strong sense of foreboding. The media is full of reports of how millennials don’t pay attention to or believe traditional advertising. Store brands proliferate and consumers who switched from name brands to save money when their household...