Entertaining Ads Often Fail to Pay Their Way
Brand advertisers need to stand up to their agency partners and demand that the brand be inextricably woven into the story of the commercial.
Assessing Brand Relevance: A True View
Most major brands and advertisers have systems in place to track and quantify brand health. While the inputs and sophistication of these systems vary, there are several aspects of brand health that nearly everyone can agree are important, including: salience, differentiation, relevance, and loyalty…
TV Commercials: Why Creative is King
Most advertisers and ad researchers behave as if there’s more power in how much you spend and where you spend it than in the creative that you get in front of those eyeballs.
Retail Customer Experience: Report: Average Holiday Retail Ad Only Engaged 6 Percent Of Consumers
Our 2013 holiday advertising research highlighted how major retailers holiday ads resonated with consumers. The success or failure of a holiday ad is usually a strong indicator of overall company performance. The research focused on advertising campaigns from: Target, Sears, JC Penney, Macy’s and Kohl’s. Key findings included: The average holiday ad only managed to engage and make a brand connection with 6 percent of the...
How to maximize ROI in advertising to Hispanics
Hispanics are the fastest growing population in the United States. With ever increasing purchasing power and economic influence, Hispanics have grabbed marketers’ attention. Brands are shifting into a “total market” strategy, recognizing Hispanics’ integral role in brand strategy and marketing communication planning. While everyone can agree that a focus on Hispanics is well-placed, understanding the best way for a brand to approach...