Mapping the chain of influence on consumer choice
With billions of dollars being spent annually on advertising by major U.S. advertisers, there is no question that advertising plays a vital role in building brands and influencing consumer choice. While this principle is widely accepted, nearly every advertiser is charged with quantifying the specific return on investment that advertising and integrated marketing communications generates for brands in-market. Further, marketers are...
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…
We are optimistic but our industry needs to keep evolving
As we close the book on 2014 and look ahead to 2015, what topics are top-of-mind for marketing researchers? In mid-November, we put out the call to researchers from around the globe, on the qual side and the quant side, to get their answers to the following questions. Quirk’s: What’s your general feeling about the state of the marketing research and insights discipline for the coming year? Hopeful? Pessimistic? What makes you feel...
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...
The Science of Emotions: How Effective Are Super Bowl Ads?
Every year, around February 3rd, newspapers and websites line up to play the post-Super Bowl favorite reporters pastime: Analyzing Super Bowl commercials. Some scrutinize their humor, others focus on the sexy factor, while many others come up with more or less passable definition for the “best” and “worst” ads of the year. Communicus, a US research based advertising consultancy, conducted a study prior to Super Bowl 2014 that found...