Celebrity Ads Get Big Views Online
MediaPost Daily News | February 03, 2012
Peter Daboll, CEO of Ace Metrix, says that while the Super Bowl is a great medium in which to build iconography, there are inherent problems with big-name personages: celebrities are polarizing.
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Tech, Food Brands Most Effective On TV During 2011
MediaPost Marketing Daily | January 10, 2011
Microsoft Kinect was the most effective television brand advertiser overall in 2011, based on achieving an average Ace Score of 619 over the 12 ads it ran during the year, reports Ace Metrix.
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Ideals Key For Top Brands
WARC | January 04, 2012
Amazon, Coca-Cola and Google are among the brand owners that have used clear "ideals" to build customer loyalty and drive revenue growth, a study has argued.
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Kids, Comedy Delivers For Advertisers, Brands
MediaPost Daily News | December 30, 2011
It looks like the cuteness factor - of kids - worked well in advertising in 2011, according to new Nielsen research. And for branded integrations, sitcoms appeared to work better than dramas for brand recall.
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Marketers Score With Santa Ads
MediaPost Daily News | December 27, 2011
Santa still can deliver gifts to marketers. Four spots featuring the icon proved to be among the most effective holiday ads this season, according to Ace Metrix.
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Nielsen’s Tops of 2011: Advertising
nielsenwire | December 20, 2011
From Volkswagen’s adorable Darth Vader-inspired Super Bowl spot to Purell’s memorable placement on The Big Bang Theory, Nielsen names the top advertisements and integrations of the year.
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Coke, IBM are Top Marketers
WARC | November 08, 2011
Coca-Cola, IBM and Volkswagen are among the brand owners that have made the most effective use of marketing in 2011, according to a report from Advertising Age, the industry title.
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Ad Success in Tough Times
Thinkbox | October 28, 2011
A new study from Ebiquity has revealed how advertising performed during the economic downturn in recent years. It shows that TV advertising created the most profit (an average return of £1.70 for every £1 invested) and that its return on investment (ROI) has increased by 22% in the last five years. Ebiquity found that TV advertising is 2.5 times more effective at creating sales uplift per equivalent exposure than the next best performing medium.
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Why Funny TV Commercials Work
The Atlantic | October 27, 2011
Why do so many advertisers use humor in their advertising? Here's the easy answer: The first trick of advertising is to make people pay attention. Funny ads attract attention.
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Reinvigorating Businesses and Brands
WARC | September 07, 2011
A look at eight companies in businesses as diverse as automaking and confectionery, auctioneering and fashion. In each case, the agency team shoved aside "business as usual," working with clients to breathe new life into brands – and businesses – in danger of losing relevance.
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Initiative: Consumer Engagement Key To Brand Choice
MediaPost Marketing Daily | August 22, 2011
TV ads touting the web site created a "powerful combination of paid earned and owned media which was responsible for significant growth in consideration and market share."
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The Web Makes You Chuckle, But TV Can Still Make You Cry
MediaPost VidBlog | July 27, 2011
For years at digital marketing conferences we often asked the rhetorical question "What Web ad can you recall seeing?"-- or the more telling "Can a Web ad make you cry?" Well, arguably, video has helped solve the first issue, in that we regularly churn out "did you see this" moments online. But for heart-pulling-flag-waving-I-really-love-my-dad sentiment, somehow TV remains king of the tear-jerkers.
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Effie Effectiveness Index Launched
WARC | June 24, 2011
The Index, developed by Effie Worldwide and Warc, is a ranking system measuring the relative success of advertisers and agencies, based on data drawn from 40 Effie competitions held all around the world.
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To see the Index...
Creativity Delivers Results
WARC | June 17, 2011
Advertising campaigns boasting strong creative credentials tend to outperform more generic alternatives on a range of metrics, a study published by the IPA has found.
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Study: Using Tech To Market Effectively To Families
MediaPost Marketing Daily | June 16, 2011
Brands that are speaking effectively to TFF consumers today "link products, services and even corporate social responsibility together to showcase the brighter future Americans and the world hope to see," summed up Communispace VP, research Manila Austin.
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Effectiveness Is Not Aligned With Engagement
MediaPost Marketing Daily | June 15, 2011
The most important factor in ad effectiveness is relevance. A product with high relevance to a given demographic will be more effective regardless of whether the audience is heavily invested in the program.
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Integrated Channel Planning: Effective Integration
WARC | June 01, 2011
New analysis of the IPA Databank of case studies in effectiveness reveals that it is the number of marketing channels and their usage, not their integration around a core advertising idea, that delivers hard business success.
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The Death of the Global Campaign: Insights From the Warc Prize for Asian Strategy Shortlist
WARC | June 01, 2011
What shines out from these 25 high-flying case studies is the enormous value of the local insights that in many cases drove the success of the campaigns. What is clear is that the future of global marketing is local marketing: the campaigns that increasingly work hardest are the ones that drive the most buzz and sharing - and these are almost without exception very local.
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Korean Idols Set Tone Among Chinese Fashion Consumers
The Korea Times | May 25, 2011
The popularity of TV series from South Korea has grown so big to influence a whole generation of young Chinese in their lifestyle and consumption choices. As a consequence, Korean style is increasingly in vogue among youngsters, and clothes from Korea are extremely well received among Chinese consumers.
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Think Tank: British Brands Receive a Shot in the Arm From Royal Wedding
The Telegraph | May 08, 2011
Brands galore in fact benefited: from those that successfully surfed the run-up to the event, to those that had starring roles in this uniquely sponsor-free jamboree, to those that will simply enjoy a discernible swell in their fortunes by dint of selling "Britishness" to some degree or other.
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Brand Giants Raise Profile
WARC | April 22, 2011
In an example of how umbrella strategies yield dividends, Unilever's recently-released Sustainable Living Plan delivered significant buzz across the web, despite not constituting a "sexy" topic. "This shows the engagement that one can generate with increased corporate visibility," said Nevett.
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Finding the 'Sweet Spot' for Ads in Your Favourite TV Show
Advertising Age | April 11, 2011
Analyzing second-by-second viewing data provided by TiVo, Interpublic Group of Cos.' Magna Global says it believes the highest-rated commercial pods often occur adjacent to particular moments in sitcoms, dramas and reality programs, bolstering the idea that running a commercial helter-skelter across a TV network's schedule can actually reduce the power of the spot.
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Advocacy Offers Growth
WARC | April 01, 2011
Companies such as Microsoft, American Express and Walt Disney are showing how to effectively leverage "advocacy marketing", the Boston Consulting Group has argued. Their new report stated the benefits of moving beyond "push" models are clear, as robust advocacy schemes fuel revenue gains of between 10% and 20% for established products, and boost sales of new products by up to 100%.
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The Link Between Creativity and Effectiveness
Thinkbox | March 17, 2011
This report draws on analysis of the results of fusing the Gunn Report database of creatively-awarded campaigns with the IPA Effectiveness Databank to examine the link between creativity and effectiveness.
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TV Delivers Strong Results in Germany
WARC | March 07, 2011
Research firm GfK analysed 160 campaigns run by FMCG brands over two decades, using data from exposed and control groups of households, and reported the typical uplift in market share reached 20% if people viewed relevant spots for a brand.
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Shocker: Celebs Sell Well in Oscar Ads
MediaPost VidBlog | March 04, 2011
Nielsen observes that the one trend clear in this hodgepodge was the connection between celebrity and ad recall. Four of the top ten best remembered ads in the three hour show involved stars.
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Simplicity Sells
Forbes | February 16, 2011
The reality is that simplicity is highly appealing in a world that is getting more and more complex — where consumers have too many choices, where technology is constantly evolving, and where the political and economic environment is unpredictable.
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Excitement Builds Brands
WARC | February 15, 2011
Case studies cited by McKinsey as evidence for this view included that of Fiat, which successfully launched its Fiat 500 model in 2007 through a "big bang" campaign which resulted in a "huge wave" of customer excitement.
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Ace Metrix: Doritos 'Pug Attack' Ad Most Effective of Super Bowl
Adweek | February 07, 2011
Animals and celebrities filled more than their fair share of Super Bowl ads this year, but according to Peter Daboll, CEO, Ace Metrix, the pets worked much better in appealing to consumers. “The celebrity ads are pretty much in the bottom third,” of all the ads in this year’s game, he said.
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Groupon Super Bowl Commercial Gains the Wrong Kind of Attention
Chicago Tribune | February 07, 2011
The Tibet ad turns out to be a branding misstep for the Chicago-based startup that celebrates its irreverent humour.
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Effectiveness Lies in Channel Integration
Admap | January 27, 2011
An average effective campaign in the 1990s used three media channels. Effective campaigns in 2010 used seven channels, judging by this year's entries to the IPA Effectiveness Awards and the Warc Effectiveness prize. It is highly unlikely, to put it mildly, that brand communication budgets have more than doubled in real terms over this period. The implication is that campaigns are using more channels by spending less on each. Is this a good trade?
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Super Bowl Ad Study: "Celebrities Have Lost Their Influence" With Consumers
NYSportsJournalism.com | January 26, 2011
There is a lot being said and written about the estimated $200 million being spent on ads that will run on Fox during Super Bowl XLV. But here is something that some marketers might not want to hear: If your commercial features a celebrity — and many of them do — your message will resonate far less with viewers and consumers than ever.
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Study: Celebs (Except Oprah) Ineffective In Ads
MediaPost Marketing Daily | January 13, 2011
The study, "Celebrity Advertisements: Exposing a Myth of Advertising Effectiveness," tested more than 2,600 television ads over the course of 2010 and found that fewer than 12% of ads using celebrities exceeded a 10% lift versus average industry norms, and nearly 20% of celebrity ads yielded negative lift scores in excess of 10%.
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Product Placement Boosts Brands
WARC | January 12, 2011
Product placement boosts a number of core brand metrics, according to early figures from Germany following the relaxation of rules governing this practice.
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Brands That Laugh All the Way to the Bank
Financial Times | January 07, 2011
Humour is one way that brands can punch far above their weight in terms of awareness. When it works, a funny campaign or brand identity can differentiate a commodity product from its peers.
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Reality Shows Help Bosses Repair Brand Images
Financial Times | December 29, 2010
Undercover Boss was responsible for seven of the year’s 10 most effective product placements according to Nielsen, the measurement company, which looked at how well audiences recalled the brand and how much the show improved their opinion of it.
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Hyundai, Nestea Provide Creative Inspiration
WARC | December 29, 2010
Commercials from Hyundai, Nestea and Nutella - all attempting to transform brand perceptions - offered particular creative inspiration to WARC's users this year.
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A Champion For Broadcasting
Broadcasting & Cable | December 13, 2010
There’s no denying that our industry is in a period of change, but things aren’t moving as rapidly as some would have you believe. Television continues to be the overwhelmingly dominant platform for video viewing for every demographic group.
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Special Report: Media Campaigns Of the Year
Broadcasting & Cable | December 13, 2010
They truly kicked up the worldwide power of branding, got viewers to rethink late-night TV traditions, made going back to the 1920s something to look forward to, and introduced a revolutionary way of consuming multimedia and web content. And then they made everybody want to smell like a man...while riding backwards on a horse.
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This Just In: Advertising Works on Women
Advertising Age | December 01, 2010
Amazon Kindle, Verizon, and Hershey's were on many women's minds in October, according to NBC Universal's latest women brand power index, now in its third month. But it wasn't Christmas shopping or Halloween trick-or-treating alone that got those brands in good stead with the ladies, say NBCU researchers. It was advertising and marketing.
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Employees No Longer Baggage, but Blessing
Advertising Age | November 08, 2010
Put simply, employees - who became collateral damage during the recession as companies downsized - are now emerging as brands' best assets.
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Why Attack Ads and Disney Movies Are So Darned Effective
Advertising Age | October 19, 2010
If executed responsibly, overcoming that conflict can reinforce the brand's positioning. Some of the most memorable ads of our time have used conflict resolution to not only capture the viewer's interest, but also to deliver a clear message.
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Discover the Power of TV Advertising with Thinkbox
Thinkbox | October 2010
"We have so much evidence proving how effective TV advertising is, but there's nothing quite like seeing it work for yourself - as we did last year - to convince you to have more."
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Creative Plays Central Role in Campaign Success
WARC | October 06, 2010
"Based on our years of research in this space, we've determined that the quality of the creative is four times more important than the characteristics of the media plan in generating sales," said Jeff Cox, evp, comScore ARS.
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Celebrity Endorsements Still Push Product
Advertising Age | September 23, 2010
Recent studies of hundreds of endorsements have indicated that sales for some brands increased up to 20% upon commencing an endorsement deal. According to Anita Elberse, associate professor at Harvard Business School, some companies have seen their stock increase by .25% on the day the deal was announced.
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The Miracle Food - The Broccoli Television Case Study
TVB Canada | September 21, 2010
Top-of-mind awareness for broccoli went from receiving no mentions to being the second most recalled produce in the study. 13% of consumers responded they had purchased at least one more bunch of broccoli in their latest shopping trip as compared to the pre-campaign period, while the intent to purchase at least 1 more bunch of broccoli also increased by 13%. Driving this claimed behaviour was strong ad impact: unaided ad awareness reached 65% and aided awareness was nearly ubiquitous at 90% of respondents.
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For the media release...
Long Slogans Are Absolutely, Positively More Effective Than Short Ones
Advertising Age | September 07, 2010
Sure, slogans should be as short as possible, but there's a trade-off. Slogans should be long enough to contain some words that knock on the right side of the consumer's brain. The emotional side of the brain as opposed to the left side, the logical, analytical side.
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Big Ideas Prove Key to Sponsorship Success
WARC | July 27, 2010
"Our worldwide FIFA World Cup activation was a tremendous success, bringing Coca-Cola to billions of consumers across cities, across towns, villages and living rooms the world over."
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Data Integration Optimizes Advertising Media Mix
Nielson Wire | July 01, 2010
In a Nielsen study of direct-to-consumer drug advertising, exposure on TV and online was more than twice as likely to prompt patients to ask their physician about the drug than Internet alone.
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Proved: Creative Advertising = Business Success
Thinkbox | June 23, 2010
A new research study from Thinkbox and the IPA in conjunction with The Gunn Report has revealed the direct correlation between strong advertising creativity and business success. The study shows that the most creatively awarded advertising campaigns are 11 times more efficient at delivering business success.
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Top 100 Outlays Plunge 10% but Defying Spend Trend Can Pay Off
Advertising Age | June 21, 2010
Here's the good news for CMOs, media and agencies: 26 top marketers bucked the trend and boosted 2009 advertising even as spending for the 100 Leading National Advertisers plunged 10.2%. Among those with the guts to spend more, 70% saw a U.S. sales increase - double the success rate of those whose spending declined.
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Strong Creative Campaigns Deliver Best Results
WARC | June 17, 2010
Advertising campaigns based around particularly strong creative ideas typically generate the most impressive payback, a study has found ... As 74% of the creative award scores contained in the Gunn Report were for TV spots, this was said to confirm the medium's vital place in the media mix.
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Slick Ad Campaigns Now Affordable to Small Firms
Los Angeles Times | June 01, 2010
"Smaller clients can definitely get more for less now," said Michael Knott, senior vice president and media director for West Coast operations of the advertising agency Draftfcb. "There's more of a willingness of vendors to work with you…offering lower rates and more value for your money."
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Purchase Habits Trump Demographics in TV Buys
MediaPost News | June 01, 2010
Demographics have almost no effect on whether TV ads produce sales. Consumers' purchase history is the most reliable predictor of success, according to research from TRA, which has been pairing data from set-top TV boxes with retail loyalty-card purchase data since 2008.
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TV Ads Boost Sales and Brand Metrics
WARC | May 18, 2010
A survey of consumers discovered that 67% of participants believed advertising on TV was an "essential" factor in driving brand recognition. Some 54% of respondents added that they felt "closer" to goods that regularly featured in TV spots, and in seeming confirmation of this assertion, 58% of firms which had boosted their outlay on TV ads in each of the last three years enjoyed above-average growth in brand preference.
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Traditional Ads Yield Social Traction
Adweek | May 17, 2010
"Earned media for traditional campaigns is a key component of every conversation with every client," said Brian Stoller, leader of digital strategy for Mindshare North America. "I can't stress [enough] how huge this area has become for us."
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What Your TV is Telling You to Do
The Wall Street Journal | April 07, 2010
TV has always had the ability to get millions of people to mimic a beloved character. Ever since Carrie Bradshaw on "Sex and the City" stopped in at the Magnolia Bakery, fans of the show wait in long lines for the once-quiet shop's $2.75 cupcakes. When Jennifer Aniston as Rachel on "Friends" cut her hair, salons across the country reported requests for the shaggy, highlighted, layered look known as "the Rachel."
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Sponsorship Drives Global Brand Affinity
Admap | April 2010
As David Wheldon, global director of brand at the Vodafone Group, recently confessed: “I certainly spent all of the 1980s thinking sponsorship was a waste of money, a chairman’s indulgence and not capable of driving brand engagement, brand equity or all of the things I now know sponsorship to do very powerfully. I’m a total convert to sponsorship as a marketing platform.”
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Enterprise: 'Boss' Ups Companies' Image, Clockwork Uses 'Apprentice' To Boost Appeal
MediaPost Daily News | April 05, 2010
"In my world, with all the brands I represent, the end result still holds up," said Patti Ganguzza, head of an entertainment-marketing agency that placed a client in the show last year. "It creates tremendous excitement at retail."
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Successful Brand Turnarounds Require Fearless Moves
Advertising Age | March 29, 2010
Don't be afraid to go big, which Hyundai, Microsoft and Domino's arguably all did. However, do it in a smart, calculated way, a way in which, through customer vetting and co-creation, you can maximize your chances for a big-bet, brand-pivot payoff.
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Over One-Third of Americans Will Not Purchase a Brand Because of a Distasteful Advertisement
Harris Interactive | March 26, 2010
There are many different reasons someone may or may not purchase something. One reason may be the advertisements for a certain brand. Over one-third of Americans (35%) say that they have chosen not to purchase a certain brand because they find the ads distasteful and an additional 22% say they not done this, but have thought of doing so.
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America's Most Loved Spokescreatures
Forbes.com | March 18, 2010
Fictional characters can boost a brand's appeal for decades (see Tony the Tiger) with no risk of scandal (see Tiger Woods).
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Pre-Testing Leads to Better Ads: Study
WARC | March 18, 2010
Pre-testing can increase the overall effectiveness of advertising by almost a fifth, a new study from TNS, the research firm, has shown.
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Five Key Drivers of Global Marketing Effectiveness
Forbes.com | March 17, 2010
If global brands are so important, why are so few companies winning in their effort to build them and the organizations required to successfully operate and reap the benefits?
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Are Consumers More Responsive to Male or Female Voices in Advertisements?
Harris Interactive | March 12, 2010
A lot of thought goes into the "right" voice for every advertisement. Certainly the tone and timbre of a voice are two things that can help sell the product or service. But, probably the most important question every marketer must answer is, should the voice be male or female?
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TV Day Success Stories
Television Bureau of Canada | January 28, 2010
A presentation by PHD at TV Day showed how Becel used TV to raise awareness, while one by Starcom MediaVest Group revealed how Nintendo used the medium to increase sales.
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For more on TV Day...
Nielsen: Super Bowl Ads Drive Web Traffic
MediaPost Daily News | January 21, 2010
One finding bears little need for exhaustive research: GoDaddy.com saw a 112% lift in Web traffic (unique visitors) during those 24 hours, more than any other advertiser.
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Marketing Pay for Food and Drink Firms
WARC | January 21, 2010
Food and drinks firms which regularly increase their investment in marketing typically see more rapid revenue and profit growth than their cautious rivals, a new study has found.
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TV Product Placement Delivers For '24'
MediaPost Daily News | January 20, 2010
Product placement and in-content brand exposure in TV programming continues to be a stable media platform for many marketers - especially in big-season premieres.
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Colgate, Benjamin Moore Hail Interactive Ads
WARC | January 18, 2010
"The rich data and metrics of the web [weren't] available on television until now...When you mix those with the power and impact of TV, advertisers like that and are willing to pay more for that."
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Top 10 Best-Liked, Most-Recalled TV Spots of 2009
Advertising Age | January 11, 2010
Nielsen IAG Research ad ratings: Budweiser's clydesdale spot tops the list.
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Most Winning Creative Work Involves Consumer Participation
Advertising Age | January 06, 2010
Ads involving consumer participation were the big award winners last year, according to the Big Won 2009, a global report that ranks the world's top creative work by awards won across all media.
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2009's Most Effective Ads
AdWeek | January 04, 2010
A TV ad from Rubbermaid, promoting the marketer's line of Easy Find Lids food storage containers has been named the most creatively effective ad of 2009, according to Ace Metrix, the syndicated commercial tester.
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Agency Hits: African-American Favourites
Advertising Age | January 04, 2010
Among Multicultural Agency of the Year entries, campaigns by Verizon Wireless and American Airlines targeting African-American consumers stood out.
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Five Keys to Branded-Entertainment Success
Advertising Age | December 21, 2009
People love telling stories as much as they do hearing them. They'll really listen and interact if the experience isn't just about your brand, but about their favourite topic - themselves.
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New Cross-Media Analytics Can Alleviate Guesswork
Advertising Age | December 15, 2009
In the end, all anyone wants is the simple truth about how well a campaign is performing, or whether a shift in strategy is warranted. Advanced cross-media analytics can finally provide both.
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Hyundai, Levi's Show How to Beat the Downturn
WARC | December 03, 2009
"Despite these challenges, some notable responses to the recession emerged this year. We believe these will hold up in years to come as case studies of work that transcend typical approaches to a downturn."
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Ads That Strike Emotional Chords Work Best
MediaPost Marketing Daily | December 02, 2009
While consumers' overall emotional engagement with car and truck ads dropped from 2008 to 2009, some ads engaged consumers at high levels across brands and classes. And those ads had specific characteristics that were missing from ads with low engagement scores.
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TV Ads, WOM Best Tools To Promote Shows
MediaPost Daily News | November 19, 2009
Television advertising is still tops for viewers when discovering and watching new programming - this according to a Knowledge Networks report.
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Star Power: Celeb Endorsements Click With Younger Demos
MediaPost Daily News | November 18, 2009
A new worldwide report by Mediaedge:cia says 30% of 18- to-34-year-olds would try a product promoted by a celebrity.
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Read "Matching Brands With Celebrities Is A Science"...
Are Family-Friendly Shows a Better Environment for Ads?
Advertising Age | November 04, 2009
An ANA study says marketers' spots are more effective when matched to a program's tone.
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Marketers Such as Starbucks Discover That Simple Sells
USA Today | October 28, 2009
The new marketing code word being used to boast about fewer ingredients: simple. From 2005 to 2008, there's been a 64.7% increase in new products using the words "simple" or "simply" in the product or brand name, reports researcher Datamonitor.
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Attraction To 'Do Good' Brands Is Escalating
MediaPost Marketing Daily | October 22, 2009
Whether despite or because of the recession, consumers are more inclined than ever to spend their money with companies and brands that have dedicated themselves to a social purpose, according to new findings from Edelman Worldwide's "goodpurpose Consumer Study."
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Averse to Ads That Attack a Rival Brand
AdWeek | October 19, 2009
Thirty-eight percent of those polled said it makes them think worse of the brand that made the attack, while just 4 percent said it makes them think worse of the brand that's attacked.
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Why Indians Love Advertising
The Hindu Business Line | October 07, 2009
Eighty-six per cent of Indian consumers say that advertising provides good and useful information. In sharp contrast, only 50 per cent of Europeans agree...Eighty-seven per cent of Indian consumers hold that advertising entertains them.
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Stories Sell Brands in Asia
WARC | September 21, 2009
Brands with the best stories to tell are like "good news that travel fast", Mark Tutssel, chief creative officer of Leo Burnett Worldwide, told the recent Spikes Asia conference.
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TV Ads Still Best Says New Survey
WARC | August 20, 2009
A new survey commissioned for the annual Edinburgh International TV Festival reports that TV advertising is up to three times as effective as any other medium.
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Are Value-Themed Ads Making an Impact?
Nielsen | August 2009
Advertisers are aiming to reach the value-minded consumer with creative advertising executions that deliver recession-themed messaging. Nielsen IAG examined 67 value-themed ads across 11 national advertisers and found that breakthrough retention rates were not as expected. It turns out that the same creative attributes that make for good advertising also make for good value-message advertising.
Discover which ones worked and why...
Branded Content Boosts Brand Metrics
WARC | August 11, 2009
Products which feature in branded content on television typically enjoy improvements in both their awareness and favourability ratings as a result, a survey by CNBC and Continental Research in the UK, France and Germany, has found.
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Indian FMCG Giants Boost Adspend
WARC | August 06, 2009
V. Suresh, GlaxoSmithKline's vice-president of marketing, says that raising its adspend "definitely helped us increase our market shares in these categories and establish the new products."
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America's Most Resilient Brands
Forbes.com | August 04, 2009
To survive during multiple economic downturns, America's most resilient brands have diverse portfolios, lean organizational structures and inexpensive products.
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Need to Boost C3 Ratings? Here Are Five Tips
Advertising Age | August 03, 2009
"We really do look at it as a not-one-size-fits-all approach," she said. Boosting C3 ratings "varies by type of show, by genre, by daypart," says Kiera Hynninen, exec VP-marketing and media strategy. "It's very much an art."
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You Don't Need a Celebrity for Brand Credibility
Advertising Age | August 03, 2009
Credibility does not have a colour. Neither does honour nor excellence. So, choosing a multicultural testimonial spokesperson or brand ambassador with those qualities to help market your product or service can reach across cultural lines to appeal to all of your audiences.
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Laugh Track: Funniest U.S. TV Commercials
Forbes | August 01, 2009
Funny ads like these aren't often created in bad economic times. Commercials being made in the downturn tend to be "safe" spots that are mean to drive sales or build trust. "The risk of misfire is too great right now," says Deutsch's Linda Sawyer. "Unfortunately, it's often humour that makes people remember an image or a product."
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Marketing's True Survivor
Advertising Age | July 29, 2009
When times are tough, cause marketing can make all the difference in a client's marketing strategy. Mike Swenson, exec VP-chief marketing officer of Kansas City, Mo.-based Barkley, tells why.
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Big Spenders Get the Most Buzz
Advertising Age | July 27, 2009
Spend and you will get buzz. That seems to be one takeaway from YouGov's BrandIndex, which compiled daily feedback from thousands of consumers for the first half of the year in order to find out which brands consumers are buzzing about and which brands they're not.
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Creating Sustainable Conversations Will Define Success in Future
Advertising Age | July 22, 2009
A conversation with Freddie Laker, the director of digital strategy at Sapient and founder of the Society of Digital Agencies, a collective of notable agencies focused on thought leadership and positive industry change.
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Consumers See Value in Advertising
WARC | July 16, 2009
Some 72% of consumers agree advertising helps stimulate the economy, while 68% say it contributes to the development of better products and lower prices by encouraging competition, a global survey by the World Federation of Advertisers and The Nielsen Company reveals.
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Indian Giants Benefit From Advertising
WARC | July 15, 2009
Companies that increased their advertising expenditure levels in India during the last fiscal year enjoyed a bigger upturn in revenues and net profits than those which cut back, a new piece of research has revealed.
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Read WARC's "Building Brands in Tough Times" report...
6 Lessons From the Best Marketing Campaign Ever
Fast Company | July 13, 2009
Contrary to what you might expect, the unanimous winner of the Grand Prix in three categories at the International Cannes Advertising Festival was not a Fortune500 brand with an advertising budget of millions, but a small tourism board promoting a little known island off the Great Barrier Reef.
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Q Score: Celebs Worth More Dead Than Alive
MediaPost Marketing Daily | July 09, 2009
Celebrities, it seems, are worth more dead than alive, at least when it comes to their "Q scores."
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Hispanic Advertising Hits The Target
Nielsen Wire | July 07, 2009
While national TV advertising as a whole grew at a slower rate last year than in the past, Spanish-language TV advertising posted a 3 percent gain in 2008, with growth in every major product category other than those related to the automotive sector.
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Short-term Signs Key to Successful Ads
WARC | June 24, 2009
Advertising can have a positive long-term impact on sales, but the "short-term effects" of ads, and the marketing activity of a brand's competitors, are key factors in achieving this result.
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Recession Strategies Often Flawed, say Effectiveness Experts
WARC | June 08, 2009
Among Binet and Field's recommendations to marketers are to use TV, which "works slightly harder during downturns," and to try and maintain emotional engagement with consumers rather than solely focusing on price.
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Want More TV Time? Woo the Talent
Advertising Age | June 05, 2009
In the new TV economy, what starts out as simple product placement can turn into a larger-scale ad buy between a brand and a network or even turn an advertiser into a defibrillator for a dying show.
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The Gloves Are Off: More Marketers Opt for Attack Ads
Advertising Age | May 25, 2009
It's going to be a cruel summer in advertising. Attack ads have been on the rise for the past year, but comparisons are getting sharper, responses are growing testier, and an increasing number of ad battles are ending up in court. Just don't expect a letup, because they're also working.
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Is Recession Sex Even Better Than Makeup Sex?
Advertising Age | May 21, 2009
The recession hasn't taken any edge off the sexual-accessories trade and may well have helped: Data show that such things as his-and-hers lubricants and mass-market sexual-enhancement devices are producing fireworks in supermarket and drug-store aisles.
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When It Comes to Branding, Marketing Bigwigs Doing More With Less
Advertising Age | May 18, 2009
With inventory demand down and media rates softening, a growing chorus of marketing heavyweights including Unilever, Colgate-Palmolive Co., Alberto-Culver Co., Burger King and McDonald's have all in recent weeks claimed to reap an improved bang for the buck on their media in the last quarter, or say they will do so this year.
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Why TV Advertising Isn't Dead Yet
Business Week | May 01, 2009
You may reasonably expect, given current ad spending cuts and consumers' ongoing fascination with everything digital, that this will be the year the roof caves in on network TV ad spending. Not so. In a bad economy, skittish marketers are not about to abandon the familiar comfort of the 30-second network TV spot. It is entirely possible, says columnist Jon Fine, that the big broadcast networks will end up owning a greater share of the overall ad market in '09 than they did last year.
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Forget Celebrities. Employees Make Compelling Ad Stars In Tough Times
Forbes.com | April 17, 2009
A few employees who haven't lost their jobs suddenly have a new one: advertising. At a time when consumers are distrustful of big companies and their leaders, marketers are putting employees in ads in an effort to make their brands seem more transparent and trustworthy.
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Staying Power: TV Ads Score High Consumer Impact
MediaPost Daily News | April 16, 2009
Television advertising contributes more than half the impact of all marketing -- from initial awareness through purchasing -- when consumers are exposed to an overall campaign.
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Five Brands Doing It Right, Doing It Wrong
Advertising Age | April 06, 2009
So what lessons are out there for marketers in this recession? Offer consumers some assurance (see: Hyundai) in these dark days, make sure those ads are aggressive (offering value? Then say so), and be innovative with your product. What you don't want to do: Be without a unique message and ignore brand-oriented ads (that's you, GM).
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Study: Cutting Spending Hurts Brands Long Term
Advertising Age | April 06, 2009
Household and personal care might once have seemed recession-resistant, but last year U.S.-based personal-care marketers actually cut ad spending faster than the general market. That could be potentially damaging for their brands, according to one study that shows that marketers that cut spending during a downturn lost share to private labels - share they didn't regain.
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Alcohol in Film, TV, Ads Boosts Consumption: Study
Canadian Press | March 04, 2009
For the first time, researchers have shown that watching characters knock back a beer or quaff other alcoholic beverages in films, TV shows or advertisements can have an immediate effect on how much viewers imbibe themselves.
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Why Emotional Messages Beat Rational Ones
Advertising Age | March 02, 2009
Emotional strategies continue to work well during downturns, although there is a need to match the competitive price and promotional messages that proliferate during these times. Nothing can guarantee brand immortality, especially in a recession, but powerful, emotionally engaging campaigns are proven to help.
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Guess Which Medium Is as Effective as Ever: TV
AdAge MediaWorks | February 24, 2009
A funny thing is emerging from the smouldering ruins of what may be the ugliest quarter TV has ever encountered financially: a growing body of evidence which suggests not only that TV advertising still works, but that it may be working better than ever.
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Alcohol, Sex Ads Get Prime TV Time
Los Angeles Times | February 13, 2009
In all media, ad real estate is increasingly up for grabs. That creates new opportunities for companies such as R2C Group, an ad agency whose clients include Total Gym (pitched by Chuck Norris) and an Obama commemorative coin among its infomercial clients. "Car dealers are pulling off the air, retailers are pulling off the air, which opens more time to our clients," R2C Group Chief Executive Tim O'Leary said. "We had a very good year."
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The Top Five Most 'Emotionally Engaging' Super Bowl Ads
AdAge MediaWorks | February 3, 2009
Media-research firm Innerscope concluded that the most "emotionally engaging" ads - surprisingly or not - were those that in one way or another channeled concerns about the economy.
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Take Your Ads Off TV Completely? Will You Disappear?
MediaPost TV Watch | January 27, 2009
A couple of years ago, Mitsubishi Motors made a stand and stopped advertising on network TV completely - a major deal for any automaker. What happened? Fewer sales, and eventually the departure of the company's chief marketing officer, who had touted that radical marketing decision publicly.
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EffecTVness: TV is at the heart of advertising effectiveness
thinkbox.com | November 2008
In 2007 Thinkbox commissioned PriceWaterhouseCoopers to undertake a long-term impartial financial analysis of marketing investment. The Payback Study is the biggest study of its kind, looking at over 10 years of data for over 700 brands in seven market sectors. It combined rigorous econometric analysis, measuring overall profitability and market shares, with a conjoint study to isolate the intangible asset of the brand alone.
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The Resilience of Television and Other Media Trends From the 2008 Euro Effie awards
WARC Online | October 2008
One of the stated objectives of the 2008 EACA Euro Effies was to reduce the historic dominance of television-based campaigns in this advertising effectiveness competition. Whilst there was evidence from the 08 awards' results of progress towards this goal, of the 14 award winners (down from 20 winners in 2007) an estimated 52% of the winners' total media spend was still invested in television.
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Cause Marketing Increases Sales
AdWeek | October 1, 2008
The 2008 Cone Cause Evolution Survey found that almost 80 percent of respondents said they would switch brands (provided price and quality were equal) to the one that is associated with a good cause. Eighty-five percent of respondents said they have a more positive image of a company when it supports a cause they care about, and the same percentage said it was acceptable for companies to promote their affiliation with non-profit organizations in their ads.
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Read the 2008 Cone Cause Evolution Study...