The Constant-Sum Game Called Advertising
Advertising campaigns are intended to build brands, but they don’t work in a vacuum. Consumers are bombarded with messages from a variety of brands, most of which are intended to build the advertised brand and to win market share. In fact, advertising typically works as a constant-sum game; one brand’s rise is another’s fall. Given this dynamic, it’s surprising that most advertisers and advertising researchers don’t pay closer...
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...
Optimizing Your TV Investment With More Executions
How far will your advertising dollars go? Advertisers are trying to make the most of their budgets by minimizing the investment in ‘non-working’ dollars – readjusting investments to produce just one TV spot in place of a pool of executions. The popular idea that more media exposures translates to better returns isn’t necessarily the case. In fact, reworking your ad budget to produce multiple spots can pay off in greater campaign...
Turning the Advertising Spigot to ‘Off’ – What Would Really Happen to Your Brand?
Conventional wisdom says you’d better not stop advertising – if you go dark for any significant period of time, your brand is sure to suffer. But is this really the case? Could your brand actually coast along just fine without advertising for up to a year or more? We quantify what happens when consumers don’t see a brand’s advertising. And mostly, brands do suffer without advertising, and the effects start to occur within a relatively...
YouTube Personalities Earn Celebrity Status Amongst Gen Z
Want to impress teens and get them to buy your brand? New research conducted by Variety suggests that hiring a YouTube star to be your brand spokesperson could be the winning ticket.